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The Language Perfectionist: Is Elegant Variation Bad?
by Don Hauptman (10/11/2008)

H.W. Fowler (1858-1933), a legendary language expert, cautioned against what he called - not approvingly - “elegant variation.” He scolded writers who strain for a different word just to avoid repetition. A classic example: following “He said” with “He stated,” “He averred,” and so on.

Financial Word of the Week: Dividends
by Charles Delvalle (10/11/2008)

It’s nice to own stocks, sure. But do those companies pay you dividends for owning them?

A Word Is Worth 1,000 Pictures
by David Cross (10/10/2008)

For almost a month, “Alma” went back and forth with her Web developer on which illustration to use on her company website’s homepage. Should it be the lavender flowers? The bluebell-carpeted scene of springtime in the woods? Or would the photo of the healthy-looking young yoga instructor best convey what the site was about?

What Happens When Your Business Phone Rings?
by Suzanne Richardson (10/10/2008)

Mission: Birthday cake. Requirements: Tasty and beautiful with fondant frosting. Turned out to be harder to locate than I expected. But along the way, I wound up with both a cake and a lesson in customer service.

Exquisite Timing Isn’t Part of the Deal
by Andrew Gordon (10/10/2008)

The market is going for 30 percent off. Yet investors aren’t buying. It’s like that 48-inch LCD screen you’ve been dying to buy… someday. But why buy it now when you can probably buy it in December for an additional 5 to 10 percent off? Or why not wait for the post-December sale when you can buy it at an even steeper discount. Maybe you can do even better if you wait until March. Surely, stores will be desperate to clear out their old inventory by then.

ETR Insider Report: Is Your Marketing Pretty Enough?
by Suzanne Richardson (10/09/2008)

“Did you know that graphic design used to get short shrift in the world of marketing?” Michael went on. “For the longest time, direct marketers believed that all that mattered was the copy. But it’s been proven that images have a potentially huge impact on revenues. In fact, a colleague of mine was able to double his response rates in the mail just with good graphic design.”

The Power of Who You Know
by Paul Lawrence (10/09/2008)

“Allied Power Linking” is a powerful tool. But, as with any power, you have to use it carefully so it doesn’t backfire. Here are some tips to keep in mind when employing this technique.

Quick Tip: Repeat What You Just Heard
by John Carlton (10/08/2008)

One of the fundamentals of becoming a great communicator is best explained in the classic book How to Win Friends and Influence People.

A $5 Trick for Collecting What You’re Owed
by Paul Lawrence (10/04/2008)

There’s a way to increase your chances of collecting from a delinquent customer - or anyone else who owes you money - without worrying about a potentially nasty confrontation. Here’s how…

Falling Market Great for Buyers
by Andrew Gordon (10/04/2008)

Unless you follow the market closely every day, you should have two stock-investing modes - as a holder of stocks and as a purchaser of stocks. And what about selling? Selling now is not a good idea. The

How to Communicate Incoherently
by John Carlton (10/04/2008)

Communicating with another human being is never simple. If anyone tries to tell you otherwise, walk away. They’re dangerously wrong.

The Language Perfectionist: Is This Word Always Unnecessary?
by Don Hauptman (10/04/2008)

Recently, I read an article advising writers to eliminate the word “that” from their work. The word is unnecessary, the article said, and getting rid of it makes your sentences read faster and sound punchier.

Laws of Investing From Sir Isaac Newton
by Rick Pendergraft (10/03/2008)

The House of Representatives voted against the $700 billion bailout plan for the financial sector. The bailout was very unpopular on Main Street because too many viewed the bill as a bailout of Wall Street.

How to Get a New CPC Instantly
by Howie Jacobson (10/03/2008)

Minimum Cost Per Click (CPC) is one of the crucial metrics you should know when you begin a Google AdWords campaign. Each time a potential customer clicks on your AdWords ad, you pony up some cash to Google. How much you are required to pay for a single click on a keyword can determine whether you can afford to advertise using that keyword. If you can get your average CPC lower than that of your competitors, you have a small advantage that you can easily turn into market domination.

It’s Good to Know: How Restaurants (and Diners) Are Reacting to the Struggling Economy
by Charlie Byrne (10/02/2008)

“If you really want to be sure of that 7:30 p.m. table, ask for it with a French, Spanish, or Italian accent. It will brand you as a potentially bigger spender, the kind helping restaurants outlast a weak dollar and a wobbly Dow.”

A Message From Someone Who Cares
by Jason Holland (10/01/2008)

“We care about you and are concerned that you may have been impacted by the recent weather. If we can be of any help, please call.”

Using “Reason Why” to Persuade, Influence, and Maximize Sales
by Yanik Silver (09/30/2008)

The subject of persuasion is endlessly fascinating. It never ceases to amaze me that I can write words on paper (or the computer) and convince people to send me money...

Dress for Success?
by Judith Strauss (09/30/2008)

My eighth-grade teacher was a tyrant. Seventh-graders shook in their proverbial boots knowing that they were about to face MISS ZIMMER...

Why Two-Headed Businesses Grow Faster
by Michael Masterson (09/29/2008)

The popular image of the successful entrepreneur is that of a hardworking risk taker who acts on his own. The reality is different. Successful entrepreneurs work hard, but they are not risk takers and they seldom act alone.

Preferred Shares Aren’t Just for the Pros
by Andrew Gordon (09/29/2008)

One of the more unpopular asset classes right now is a stock/bond hybrid called preferred shares. While they’re called shares, they have more in common with bonds. Preferred shares have a par value, coupon, and maturity date, just like bonds. And the nice thing about them is that common shareholders don’t get a penny in dividends or distributions until preferred shareholders are paid off.

Know Who Your Audience Is!
by Suzanne Richardson (09/29/2008)

When I was younger, I loved watching Who’s the Boss. One episode still stands out for me. Though the details may have become muddled with time, here’s the gist of it: Housekeeper Tony takes a class on advertising from ad exec Angela. His assignment? To come up with a commercial selling laundry detergent.

The Secret to Selling the Rights to Products
by Paul Lawrence (09/27/2008)

Obtaining and selling the rights to products can be very profitable for entrepreneurs, even those with little or no capital.

I Now Pronounce You…
by Don Hauptman (09/27/2008)

Investing and Crystal Vases
by Rick Pendergraft (09/27/2008)

A few months ago, my wife and I celebrated our 15th anniversary. Over the years, I have tried to stick to the traditional gifts for anniversaries. For year 15, that means crystal.

Was Suzanne Spying on My Personal Life?
by Charlie Byrne (09/26/2008)

"I’ll have that copywriting article ready in the morning. Right now, Peggy and I are heading out to Byrnes’ Irish Pub for dinner and a Guinness."

Are You Open With Your Marketing Interactions?
by Alex Mandossian (09/26/2008)

The Johari Window is a cognitive psychology tool that was named after its two creators, Joseph Luft and Harry Ingham ("Jo + Hari"). It is used to help people understand their interpersonal relationships. But I’ve found this model to be especially useful for analyzing business interactions between entrepreneurs and their prospects or customers...

The Business Behind the Name Is What Counts
by Andrew Gordon (09/25/2008)

I was watching Fox Business News one Friday morning when I heard that statement. I waited to hear the name of the company, but it didn’t come up again. The broadcast moved on to another topic - oil - and my attention was diverted.

Avoid This Common Mistake When Creating Information Products
by Bob Bly (09/24/2008)

As I said in my last ETR article, the best way to prevent customers from illegally copying and sharing your information products is to create content that gives the buyer more than his money’s worth.

Is Your Ego Bigger Than Your Skill Set?
by MaryEllen Tribby (09/24/2008)

Whether you are working in a corporate environment or on your own, you should always be building relationships. Relationships with your customers, your competitors, and certainly with your current and previous mentors. If you take these people for granted… and start putting yourself ahead of them… you’ll be burning valuable bridges. And doing that leads to the demise of any business.

Jack Be Nimble, Jack Be Quick
by Rick Pendergraft (09/24/2008)

The stock market is always driven by news. A better-than-expected economic report sends the market higher. An earnings warning from a big blue-chip company sends the market lower.
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