A Single Word

Written by Dave Balch

There's no denying it; words are powerful. I'm talking P O W E R F U L! A single word can change your entire perception of a situation. A single word can completely changerepparttar effectiveness of a marketing or sales message to your market. A single word can have an effect on your entire business. Let me explain what I mean.

About 20 years ago I developed a software product for large mainframe computers. Remember that there were no PC's in those days; mainframes wererepparttar 125596 biggest computers normally used by businesses and those that had them typically had their own staff of programmers. My software was a tool designed specifically for those programmers and helped them with testing and debugging. Naturally, I had to clearly conveyrepparttar 125597 functionality of my product to my market (corporate programming groups), but it was complicated to describe. "...a tool that allows your programmers to manipulate data files and make quick changes and fixes for testing, debugging, and troubleshooting..." What was that again?

Then one day, like a bolt of lightening, it hit me. My product is an editor. Period. An "editor". What a concept! Why didn't I think of that before? An editor. Now it is crystal clear. Programmers know what an "editor" is. My software allows them to "edit" their data. Bingo! A single word changed my entire perception of my own product, and enabled me to clearly describe to my market exactly what it does. It also allowed me to list it in directories and catalogs whererepparttar 125598 listings would be most effective.

At What Cost?

Written by Dave Balch

Do you like to save money? Duh... Of course you do! When you own your own business, you really appreciaterepparttar value of a dollar and want to squeeze everything you can out of each and every one. Right? RIGHT! But at what cost?

I remember shopping for a laser printer about 10 years ago. Living in a rural area, mail order isrepparttar 125595 way to go for me and I combedrepparttar 125596 ads inrepparttar 125597 back of PC Magazine. Many of them didn't even show a price; it just said "Call" and I did. When I gotrepparttar 125598 price I wrote it down, then discovered that terms varied. Considerations such as shipping costs, credit card surcharges, sales tax if purchased within California, etc. all affected my bottom line cost, and whenever I discovered a new consideration, I had to re-dialrepparttar 125599 companies I already spoke to in order to get their policy onrepparttar 125600 matter. I figure I spent at least 10 hours doing research. I also figure that I saved about $50. Pretty good, huh? NOPE! I probably could have made a heckava lot more than that had I invested those 10 hours in my business!

I'm not saying that it is a waste of time to shop for a good price. Far from it. But there is a line, however, that you should be careful not to cross because that's when you enterrepparttar 125601 never-never land of diminishing returns. Inrepparttar 125602 first hour, I could have determined thatrepparttar 125603 price of my printer wouldn't vary by much. At that point I should have just made a decision, ordered it, and moved on. I would have saved 9 hours of my time and probably only spent $20 or $25 more than I did. What I'm saying is that you have to remember to consider your time as part ofrepparttar 125604 price.

Cont'd on page 2 ==>
ImproveHomeLife.com © 2005
Terms of Use