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In this issue:

1) Tip of the Week

2) FEATURE ARTICLE: When your PC Backup is not enough by Harvey Segal

3) CLASSIFIEDS

4) FREE Resources

5) POWERQUOTE

6) MARKETING MINUTE: How to Make Your Name Stick by Michel Fortin, Ph.D.

If you'd like to read previously ran tips and features, go to http://netcheckspayroll.com/newsletter.html

"Tip of the Week"

Today's tip is written by Paul Myers of TalkBiz News. I thought this good advice for all of us who rely mostly on ourselves for direction in our workday.

"Take 5"

Before you start any task, take 5 seconds to ask yourself:

"Am I doing this to achieve something, or to avoid something?"

If you do this regularly, and answer the question honestly, that technique is the single most effective time saving device you'll ever use. It's also the toughest, because it requires that you be completely honest with yourself.

Don't believe it? Try it for a week.

It's an education.

Reprinted from TalkBiz News. To subscribe (It's free), send any email to mailto:Newsletter@TalkBiz.com

When your PC Backup is not enough by Harvey Segal

If you are dependent on your PC for running a business venture on the Internet then it is vital that the loss of your PC does not damage or cause the downfall of your business.

In other words you must make sure that you regularly backup the data on your PC.

Now this should not be news to you, but here are two vital warnings.

#1  It is NOT SUFFICIENT just to backup your data.

How do you know you can RECOVER it ?

Have you ever tried ?

Yes, I know itŐs meant to work but who knows what can go wrong.

When my car once failed to start the mechanic correctly identified that the battery needed replacing.

Did he check that the car would start after fitting the new one ?

No need - itŐs "supposed" to work

Did it start ?

No !

So are you going to take the RISK that something will work because it is "supposed" to work - and say goodbye to your online business if it doesnŐt.

Because youŐll have lost all your data - gone forever.

So test out the recovery option - NOW.

#2 If you make backups of ALL of your hard disc (maybe you have a high capacity backup unit) - then skip this section.

The rest of us are making copies (hopefully) of our CRITICAL data to floppy disc.

So if your hard disc crashes you will be up and running in no time ?

Afraid not.

* What about the programs and utilities that you regularly use

- do you have the original discs ?

- if you downloaded them from the Internet do you remember the source ?

* Can you recall the personalised configurations that you have applied to your software or those simple shortcut keystrokes which you use so often that itŐs hard to recall the original method ?

* Can you remember all the passwords you are using - for connecting to your ISP, retrieving your POP mail, checking the statistics on reseller sites set up for you ?

* Do you have vital contact information such as your ISP dial up number ?

* Are there files, not directly under your control, which need to be part of your critical data - for example address books embedded in your Email software ?

Imagine this situation.

Your computer has been wiped out, stolen, gone up in flames.

All you have left is a backup copy of your critical data.

(And, by the way, you are keeping a spare copy in a separate building - arenŐt you ?)

In your hour of need when you are desperate to get back online and attend to a mounting army of Emails or orders the last thing you need is to struggle to connect to the Internet, to find your passwords, to be deprived of the tools which simplify your PC work.

What is the solution ?

You need to keep a RECORD of all the vital information mentioned above (passwords, configuration details etc).

* Put this into a file which is part of the critical data that you regularly back up.

* Keep a PRINTED copy handy - and another one in a REMOTE location.

* You can even copy the file to your web site.

And also review the backup content of your critical data to check for any other files, such as address books, that need to be included.

Do this NOW.

---------------

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"One of the most tragic things I know about human nature is that all of us tend to put off living. We are all dreaming of some magical rose garden over the horizon-instead of enjoying the roses blooming outside our windows today."

- Dale Carnegie

Questions to Ponder

What are my roses?

Have I enjoyed them today?

Am I putting off living?

Copyright the Discian Group from the Powerquotes ezine. See http://discian.com/powerquote.htm for more information.

How to Make Your Name Stick

by Michel Fortin, Ph.D. Copyright © Dr. Michel Fortin

-----------------

Today, we are constantly bombarded with marketing messages that seem to be just one big blur of sameness. Limited by society's very short attention span, your marketing message has to be effective enough to communicate and create top-of-mind awareness within an extremely short amount of time. Thus, the name is the best tool -- and often the only one -- for accomplishing this efficiently.

When positioning a company or product, your name has to "stick" firmly in the mind of the marketplace and must do so almost instantly. While uniqueness is an important factor, there are other elements that will help you in the anchoring process; elements that cause a name to be easily remembered as well as chosen when a customer experiences a specific need or desire. So, here are some simple rules to follow when choosing a name for your company or product.

WHAT DOES IT DO? To make a company or product name truly memorable, it should convey its main feature or benefit. If I give you the word "Die Hard," for instance, you will naturally think of a battery or motor that dies hard. If I tell you "Jiffy Lube," you will naturally assume that it's a garage offering oil changes in a jiffy. If I tell you "Band-Aid," you will think of an adhesive bandage that comes to your aid.

Names that do not convey at least the basic nature of a company will be easily forgotten. This includes acronyms, such as "MGF Holdings Limited" (that name makes you wonder "What in the heck are they holding?"). It also includes self-titled companies, such as "Michel Fortin International" (which was, believe it or not, the name of one of my original companies -- one that failed nonetheless).

Benefits are particularly effective because such a name would make a company or product appear as if it had some added value. As a result, being positioned above the competition in the minds of people, the name will thus be quickly remembered when people make their decision to buy.

RHYMES MOVE MINDS Ever since the spread of books, memorization became less important and the process of rhyming, in the same way, has gradually fallen out of favor. We all remember in one way or another the nursery rhymes we were told as children. In today's memory management courses, for instance, they tell you to use rhymes and word association. Rhyming is pleasing to the ear and, beyond ease-of-recall, it also tends to adds credibility.

Dr. Matthew McGlone, a researcher at Lafayette College, has found that rhymes not only make a phrase more memorable, they also make it more believable. People surveyed prefer sayings like "Woes unite foes" to "woes unite enemies." He says, "Sometimes a singsong quality is a pleasing thing, and by virtue of the words being pleasing, they can confer a greater sense of truth."

While some names use multiple words such as "Blinds of All Kinds" or "Ronald McDonald," most names are made up of a single word. In these cases, therefore, the job would be confered unto the tagline (that small sentence that follows and complements the name).

If I said "It takes a licking but keeps on ticking," you will probably know what product I'm talking about. And if the tagline rhymes with the name with which it is associated, the name will stick even more effectively as a result.

REPETITION RESONATES What do "Saran-Wrap," "Coca-Cola," "Willy Wonka," "GI Joe/Barbie," "Wayne's World," "Hamburger Helper," "Crispy Crunch," and "Blockbuster" all have in common?

Similar to rhymes, the repetition of sounds, particularly consonants, have that pleasant and obviously effective singsong quality. They make the name more memorable by making the pronunciation more simple. In other words, it is definitely easier to remember a string of similar sounds than it is to remember a combination of totally different sounding words. Did you "See the softer side of Sear's" lately?

Remember, above all, that branding, while a powerful tool in your business, is even more powerful when names stick. From the simplest product to the most abstract or complex technical service, a memorable name helps to make the company or product memorable as well.

ABOUT THE AUTHOR Michel Fortin, Ph.D., The Success Doctor, is a business development consultant, speaker, author, and copywriter. Visit his NEW site at http://members.home.net/success-doctor or reach him at mailto:success-doctor@home.com or (613)748-1624. Get a FREE copy of his book, "The 10 Commandments of Power Positioning: Magical Marketing Strategies for Creating an Endless Stream of New, Repeat, and Referral Business." While you're there, subscribe to his FREE weekly e-zine, The Profit Pill!

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