Why Are We Sending This Newsletter To You? You might well ask! Our goal, through this newsletter, is to help you increase the success of your marketing and promotional efforts. By sharing it with our clients, vendors and friends, it's a way for us to be better known. We hope you find the advice useful. And if you can't wait for your next issue you can order our book, Morsels from THE BETTER MOUSETRAP. It's available from our web site. Just click here to order your copy. Whether you do-it-yourself or ask us to do-it-for-you, we are sure you will see results. Tip: Have fun. We are.

Search Tricks
How to refine your search for more accurate results

1. Put quote marks around your search phrase: For example, type "UV Light Curing" instead of UV Light Curing. This makes the keyword truly a phrase and the results of your query will be web sites which contain that exact phrase, instead of sites that may only contain UV or Light or Curing.

2. Use A Minus (-) Sign: This indicates that you don't want the following word. For example, if you type Masson -Paul this tells the search engine that you want sites containing the phrase Masson, but not Paul Masson.

3. Ask A Question: Try a simple English language questions such as "Who was the 33rd president of the United States". Or just enter a 3-digit number, such as 617 and you will get a telephone area code. Or even try "define: phrase" and your search engine will offer a definition.

Awareness...
It's The Only Objective Of Business-to-Business Advertising

Business advertising doesn't sell. It does only one thing: it creates or builds awareness.

People can only buy a product or an idea when they know about it.

Advertising can also produce leads which your sales force develops into sales...hopefully.

It is true, some advertising educates—but education is, after all, only another form of awareness building. Toothpaste advertising made the public aware of the benefit of fluoride. General Mills's ads for cake mix taught Americans a new way to bake.

Don't assign impossible tasks or attach unreasonable expectations to you advertising. Awareness is the only thing it can accomplish. That is all. But in the end, that is a lot.

Advertising
GOOD, BETTER, BEST
Which Word Is the Most Powerful?

Good, Better, Best
New, Newer, Newest
Fast, Faster, Fastest

Here are three clusters of commonly used advertising words...chose the single word in each cluster that conveys the ultimate.

In grammar, the third choice in each group—called the superlative—expresses the extreme degree of comparison of an adjective or an adverb.

But in the language of advertising, the "best" word is "better." If your competition introduces a product and claims it is best, you can counter with your new product and declare it is better. Better than best? Absolutely. That's advertising.

Internet
COOKIES
Are They Good, or Bad?

A cookie is a small file that is deposited on your computer by a web site that you visited. It permits that site to identify you when you pay a return visit. It can save you the time of entering your user ID, if you check a box offering that service. It can also contain other personal information about you.

There are web site which place cookies that produce pop-up ads and other annoying forms of promotions. In some cases the cookies track your visits to pages which contain specific ads for companies that pay for ad services on those web sites [third parties]. Cookies can reveal information about which sites and pages that you visit. Information that you may not be happy to share with the unknown tracker.

However, you can remove those cookies after you close your browser and thus no tracking information need be stored on your PC. Internet Explorer will allow you to keep first-party cookies [like those from a bank that identify you] but eliminate those from third-party companies.

To activate cookie blocking open Internet Explorer and Select Tools/Internet Options/Privacy/Advanced. In the Advanced Privacy Settings dialog box, check the box before the line that says Override automatic cookie handling. There is a list headed by the phrase First-party Cookies. Click the radio button before Accept. In the list Third-party cookies click on Block. Click OK twice.