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Your EnterQuest Bulletin - Issue 288
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| Thought for the week: "Success is often the result of taking a misstep in the right direction." Al Bernstein |
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In this week's issue:
How to get your business noticed
Most businesses throw into the marketplace a brand promise or tagline that simply bores the consumer to death and thus generates no excitement and no retention. The good news for small businesses is that big business is too bureaucratic to understand that creating a stand-out line is an art, not a science.
You can create a tagline that makes your business stand out despite the amount of advertising clutter that bombards consumers daily. You only have to remember two simple words to create a compelling powerline for your business: PERSONALITY and ATTITUDE.
A universal consumer truth is that people buy from people. Consumers need to be given an emotional connection to pay attention to you and not the rest of the field.
There is (or should be) something fundamental about you and your business that is different and unique: your brand personality. Just say it in a few words and think of how to create word play and a distinctive point or attitude.
Here are a few examples of taglines past and present that use personality and attitude to create memorable taglines:
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Apple - Think different. In just two words it got across the message that there was an alternative to Microsoft.
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Golden Flake crisps - Always good. All ways. Nothing fancy, but it gets the point across that crisps go with just about everything.
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British Red Cross - The greatest tragedy is indifference. Point well made.
The examples above make the case that a few well-chosen words can leave a lasting impression that is worth far more than any temporary marketing drive.
Lines that make an immediate connection with consumers are priceless. Their power and recall will build over time and never need go out of fashion. BMW is a classic example - it has been using the phrase 'The ultimate driving machine' since 1968. A great line that sets the business apart from the competition should be kept and nurtured.
To receive a free copy of BETTER business magazine simply send us your name and address to enterquest@cobwebinfo.com, putting 'EQ magazine offer' in the subject box.
Each week we provide you with summaries of some popular or emerging business ideas in the UK and elsewhere around the world.
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Used baby goods website. This US website offers mothers-to-be the chance to buy baby clothes from mothers looking to sell baby clothes that are no longer needed or don't fit their children any more.
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Cookery lessons with Michelin-starred chefs. Visit The Kitchen offers cash-rich, time-poor customers the opportunity to cook a meal with the help of a Michelin-starred chef. The meals are selected online, and then are cooked by the customer in-store. The ingredients are ready for the customer when they arrive to cook. The finished product is then packaged, ready for the customer to take home.
Regularly improving your vocabulary is not just about learning a new word and its meaning. It will improve your general knowledge and make you feel and act smarter in all sorts of personal and business situations.
Do you know the meaning of the word 'incongruous'?
a) not changeable
b) inconsistent; inappropriate
c) difficult to understand
d) unbelievable
Answer at the end of the Bulletin.
The following topical business issues have been recently reported in the media. Did your radar pick them up?
1) Small businesses are struggling to pay which type of charge or fee to their local councils, according to a survey by the Local Government Association (LGA)?
a) licence fees
b) health and safety inspection fees
c) business rates
d) parking charges
2) Despite the Government's pledge to pay small business invoices within 10 days, research by credit agency Graydon UK has revealed that what percentage of businesses surveyed think that Government agencies are average or slow in paying up within 30 days?
a) 36%
b) 46%
c) 56%
d) 66%
3) Which industry in Scotland is placed to beat the impending recession, according to a leading figure in the sector?
a) the kilt-making industry
b) the barrel-making industry
c) the whisky industry
d) the tourism industry
Answers at the end of the Bulletin.
Free virus checker
VirusTotal is a useful tool when sending attachments with your e-mails. Users simply send an e-mail containing the attachment to VirusTotal, following the instructions provided. The service then replies with a report documenting whether the attachment is safe to send to the recipient or not.
Competitive keyword intelligence to stay ahead of rivals
KeyCompete is a service that helps site owners identify the keywords used by competitors in their pay-per-click marketing. It also reveals the businesses that are bidding on the keywords you have chosen. The site offers a trial that reveals KeyCompete's top five results for the phrase you enter.
Useful tips, news and articles from the Marketing Factor
The Marketing Factor website aims to provide regular articles and news for Internet marketers. Typical themes include blogging, search engine optimisation, and web design.
Free collaboration and project management tool
Springnote is a useful collaboration tool that makes taking notes and organising material easy. The application is designed like a wiki, and includes free file storage, messaging between participants and project management.
Win a CardScan business card scanner worth £199
EnterQuest has teamed up with CardScan, the contact management solutions provider, to give away a CardScan contact management system worth £199.
CardScan is a complete contact management system that features a stylish silver scanner that sits neatly on your desktop with software to navigate, manage and categorise contacts.
CardScan now does far more than simply scan business cards. It also:
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Consolidates all contact data using drag-and-drop or import. Whether from websites, e-mails and other electronic files, users can easily gather all contact data into one source.
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Eliminates duplicate records using CardScan's clever De-Dupe wizard.
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Categorises contacts - users can search, sort and create custom lists.
To be in with a chance of winning this great prize, just answer the following question:
Q: According to a recent survey, small businesses think Government agencies are slow or average in paying them within how many days?
a) 30
b) 40
E-mail your answer, together with your name, address and daytime telephone number, using 'CardScan competition' as the e-mail subject line, to enterquest@cobwebinfo.com.
All entries must be received by 30 November. EnterQuest and CardScan will use the information you provide for their own marketing purposes only and your details will never be shared with any third parties (except to arrange delivery of the prize). Competition rules are available on request.
This latest book from marketing guru Seth Godin aims to inspire people to lead others and assess if they are ignoring opportunities to lead others at the expense of personal development or business needs. Check out:
Just one word answer
The answer is b).
Incongruous means inconsistent; inappropriate.
The speaker's joke at the networking event was incongruous with the polite conversation that preceded it. |
How's your business radar? The answers
1) The answer is c) - The LGA says that more than half of all councils are reporting that small firms are having trouble paying their business rates because of the economic slowdown.
2) The answer is d) - Some 66% - equivalent to two-thirds surveyed - think Government agencies are slow or average in paying up. Over one-third thought Government agencies were prompt payers.
3) The answer is c) - The managing director of BenRiach Distillery thinks that Scotland's whisky industry will be resilient to the recession, because of recent expansion into Far Eastern markets. |
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Good luck
The EnterQuest Team
This information is meant as a starting point only. Whilst all reasonable efforts have been made, the publisher makes no warranties that the information is accurate and up-to-date and will not be responsible for any errors or omissions in the information nor any consequences of any errors or omissions. Professional advice should be sought where appropriate. |
