Internet Tip of the Week
by Bob Osgoodby
by Bob Osgoodby
Today is Saturday, January 28th., 2006
It is 28 days since the first of the Year
There are 337 days left in the Year, and
There are 330 days until Christmas
Today is . . . . National Spieling Day
On this date . . . Shuttle Challenger Exploded
(1986)
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In this Issue
** Internet Tip of the Week by Bob Osgoodby – A Caring Attitude
** In the News – Spam Penalties Accrue
** Featured Article – Company Identity Goes Far Deeper than a Logo by Marcia Yudkin
** Biz-Tips by Dr. Kevin Nunley – Beware The False Promise
**Humor to Start the Weekend – Old Friends
** Feedback – Hard Disk Crash
** Something to Think About by Jan Tincher
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Welcome
Welcome to our new subscribers, who have joined 46,000+ other business savvy onliners. We hope you enjoy our weekly Newsletter. If you have a favorite "Tip" that would be of interest to our subscribers or an article that would be of interest, please send it to: articles@adv-marketing.com
A Caring Attitude
by Bob OsgoodbyI recently had a problem, and called my ISP (who shall remain unnamed) for help, because I could not connect to their service. I let this ride for a day, in the event they were having a problem, but the next day when I still couldn't get connected, I gave them a call.
After listening to their computerized message, which told me everything except how to brush my teeth, I finally selected the appropriate option. I was given the approximate hold time, (which I appreciated) put them on the speaker phone and went about other things I was doing.
After 15 minutes or so, I was connected to a customer service rep, explained the problem and was put through a series of things to try, which I did. None of them worked. I was told that my software had become corrupted, and I would have to reinstall the software from my Windows CD. I explained that I could connect to other services and the problem was only with their service. No matter, I was told I would have to reinstall the software.
Not accepting his answer, I called again and got a different customer service rep. This one told me to turn off my computer and then restart it. When it still didn't work, he told me he couldn't do anything. Now this guy barely spoke English. Not satisfied with his answer, I asked to speak to a supervisor who told me the problem would be referred to their research department and someone would call me back within 48 hours.
Two days came and went with no call back, and I figured #1 and #2 didn't really know what they were doing so I tried again. This time I got a very pleasant person (#3) who took the time to listen to my problem, and she solved it "lickety split". She not only solved the problem, but displayed a real caring attitude which the previous two did not.
Now, it seems that many companies staff their customer care department with warm bodies, give them a trouble shooting book (you can hear them turning the pages) and then try to get rid of you as quickly as possible so they can handle their next call.
This never ceases to amaze me. They spend millions on advertising their service, send out trial CD's by the train load (you know who I mean), and then staff their primary customer contact, with incompetents or people that don't give a fig about problems their customers are having. It seems that they really don't care if they lose a customer.
If you are in business, either you must be a #3 or have one working for you. Never forget - the sales department gets customers, but the customer service department keeps them.
FYI -----
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“Tip of the Day Newsletter” With 50,000+ SubscribersTo submit your ad, go to our web site at: http://www.adv-marketing.com and click on Advertise in our Newsletters"
If you submit a FREE ad to our web site, you will receive a confirmation when it is received, and also be notified when it is posted to the web. Ads are normally placed on the web on Thursday morning. Confirmation that your ad was received is no guarantee that it was placed on the web. If you submitted one, you will receive a notice on Thursdays that they have been posted. Check your ad on the web to be sure it is there, and is correct.
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In The News
Spam Penalties Accrue
A federal judge has issued a summary judgment in its lawsuit against a man described as "the poster child for the CAN-SPAM Act." Christopher William Smith was accused of sending billions of e-mail messages in violation of the federal statute.
Smith's attorneys withdrew from the case several months after it was filed, and U.S. District Judge Claude Hilton said that Smith "refused to participate in this case, willfully disregarded discovery obligations and failed to comply with multiple court orders." In light of Smith's behavior, Hilton issued a $5.3 million judgment against Smith, as well as ordering him to pay $287,000 in legal fees.
Smith is currently in custody in Minnesota, waiting to be tried for criminal drug charges stemming from his operating an online pharmacy.
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Company Identity Goes Far Deeper than a Logo
by Marcia YudkinGraphic designers frequently play a prominent role in launching or repositioning a company. When they create a look (or new look) for a company's stationery, brochure, ads and web site, this often goes by the name of an "identity package." Don't let this convenient term mislead you into believing that a company's identity consists of merely the logo and look. No, every company has an identity or image in the minds of its customers comprised of at least nine other factors besides the graphic look.
How your market perceives your company should be deliberate, calculated and coherent rather than accidental and confused. Think about how you'd like your company to be perceived along these dimensions. Then investigate whether or not actual perceptions match your intent - and adjust your marketing to reinforce the qualities you want your customers to associate with you.
Components of Company Identity
1. Values. Do you stand for stability, like Prudential insurance? Innovation, like 3M? Educational curiosity, like the Discovery Channel? Social consciousness, like Ben & Jerry's Ice Cream? Child-friendliness, like McDonald's? Rugged individualism, like Marlboro cigarettes? Personal freedom, like Harley-Davidson motorcycles? Serendipity and tradition, like the local hardware store whose owner knows where everything is and has parts and tools dating back to the previous century?
2. Personality. If the company were a vegetable, which one would it be? If it were a cartoon character, would it be Bugs Bunny, Wonder Woman, Road Runner or Dick Tracy? If it were someone in a high school yearbook, would it be Most Likely to Succeed, the Homecoming Queen, the Nerd or the Class Clown? From the company's personality can flow ad campaigns, kinds of special events to sponsor, company colors and typefaces, corporate gift selection, even the talent chosen to record company voice mail messages.
3. Behavior. Your company's image includes not only how you promote yourselves but also how you act toward customers and the public. Things like how you answer the phone, how you greet shoppers, how cheerfully you correct mistakes or accept returns, how aggressively you negotiate contracts all become bound up in one composite image.
4. Price. How much you cost in comparison to competitors often becomes part of your image. If you're tempted to keep price out of the equation until someone expresses a desire to buy, think twice. When you're candid about pricing, you cut down on the number of "tire-kickers" you need to deal with. Above all, make sure your pricing fits with the other components of your image.
5. Range. Customers should understand the spectrum of products and services that you sell. If you handle only, say, commercial cleaning accounts and not residential, or only, say, bookings of locally based and not nationally prominent speakers, make sure your specialty becomes part of your company image. If it's not part of your company name or company slogan, include your focus in your ads, brochures, sales letters and other promotional pieces.
6. Geographical roots. Where did your company come from? If you're a locally owned family business competing with multinational giants, make sure people know that. If you're selling nationally but rooted in a picturesque corner of the country, make hay out of that. The state of Vermont determined that companies linked to it were able to charge more for their products than companies headquartered elsewhere, and it took steps to make sure outsiders don't try to horn in on its brand equity.
7. Longevity. Moody and Regan, a printing company in Waltham, Massachusetts, wisely and impressively uses as its tag line, "Established 1898." Whenever you've been around much longer than competitors, you can profitably incorporate that into your image.
8. Slogan. Which brand "tastes good like a cigarette should"? Which car is "the ultimate driving machine"? What product are you not supposed to "leave home without it"? Even local or specialized companies can achieve this kind of awareness with their clientele.
9. Benefits. What do buyers get when they purchase from you? Most companies provide intangible, emotional benefits (Volvo cars: safety; Hallmark cards: friendship; Victoria's Secret: sensuality) as well as tangible, practical ones (Burger King: inexpensive, satisfying meal; Boston Pops: a fun night out; Kodak: photos with true-to-life colors).
When both you and those who buy from you know clearly what these benefits are, and when those benefits match the other dimensions listed above, you undoubtedly have a comprehensive, effective company image. Congratulations!
-----
Marcia Yudkin is the author of 6 Steps to Free Publicity and ten other books hailed for outstanding creativity. Find out more about her new discount naming company, Named At Last, which brainstorms new company names, new product names, tag lines and more for cost-conscious organizations, at www.NamedAtLast.com .
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Trivia
George Washington was born on February 11, 1731. Over twenty years later, in 1752, Great Britain and its American colonies switched calendars from Julian to Gregorian. This switch eliminated eleven days from September of that year: September 2 was followed by September 14. At the same time, New Year's Day was changed from March 25 to January 1. Since then, historians have said that Washington was born in 1732, and the anniversary of his birth has been celebrated on February 22.
Biz-Tips
by Kevin NunleyBeware The False Promise
Though plenty of advertisers make them, a false promise will only sell a product or service once. If you want to create long-term customers, make a promise that your product or service can fulfill. Once they see you are as good as your word, they will feel utterly secure. And security is what really sells a product.
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Quote of the Day
The greatest good you can do for another is not just to share your riches but to reveal to him his own.
- Benjamin Disraeli
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A Little Humor to Start the Week
Old Friends
=-=-=-=-=-=-=Amy and Jamie are old friends. They have both been married to their husbands for a long time. Amy is upset because she thinks her husband doesn't find her attractive anymore.
"As I get older he doesn't bother to look at me!" Amy cries.
"I'm so sorry for you, as I get older my husband says I get more beautiful every day." replies Jamie.
"Yes, but your husband's an antique dealer!"
-----
A Sunday school teacher asked her class, "What was Jesus' mother's name?"
One child answered, "Mary."
The teacher then asked, "Who knows what Jesus' father's name was?"
A little boy said, "Verge."
Confused, the teacher asked, "Where did you get that?"
The boy said, "Well, you know they are always talking about Verge n' Mary.''
-----
A fellow was invited to the home of some old friends for dinner. His buddy preceded every request to his wife by endearing terms, calling her Honey, My Love, Darling, Sweetheart, Pumpkin, etc.
The guest was impressed since the couple had been married almost 70 years, and while the wife was off in the kitchen he said to his friend, "I think it's wonderful that after all the years you've been married, you still call your wife those pet names."
His buddy hung his head. "To tell you the truth, I forgot her name about ten years ago."
-----
We purchased an old home in Northern New York State from two elderly sisters. Winter was fast approaching and I was concerned about the house's lack of insulation. "If they could live here all those years, so can we!" my husband confidently declared.
One November night the temperature plunged to below zero, and we woke up to find interior walls covered with frost. My husband called the sisters to ask how they had kept the house warm. After a rather brief conversation, he hung up. "For the past 30 years," he muttered, "they've gone to Florida for the winter."
-----
Riddle
What three numbers have the same answer when added together and multiplied together?
Scroll down for the answer
-----
An Old Farmer's Advice:
The biggest troublemaker you'll probably ever have to deal with,
watches you from the mirror every mornin'
Feedback - Q&A
Bob – What exactly is the "hard drive crash" that we all refer to? Is it that the drive is no longer readable at all or simply that the operating system will no longer boot up? If it is the latter, the data is still on the hard drive.
Lauren
-----
Lauren – when I refer to a “hard drive crash”, I mean that it is no longer readable and is a hardware problem. On all of our computers we have two hard drives that are exactly the same size. At each critical juncture, we back up drive C: to drive D: - anything else I feel is not acceptable.
Answer to Riddle
1,2,3
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Something to Think About
By Jan TincherWhat is your life? A life of chance or a life of choice?
Life really ISN'T a game of chance. It really IS a life of choice.
You have chosen everything that has happened to you, whether you've chosen not to choose, or you've made a choice.
You have attracted everything by the choices you've made.
People who say their life is a game of chance really mean that they have chosen not to choose.
-----
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That's it for now.
Best Wishes - Have a Great Weekend
BobCopyright - 2004
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