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Caged Fish Web Design
Issue 9 August 2006
Welcome to the August edition of ‘An Ideal World’


The aim of this newsletter is to share ideas about marketing, PR, the internet and management to help your businesses become more successful. As always, your comments and ideas are welcome. If you find the information useful, please forward the newsletter on to a friend (or friends) using our new forwarding feature at the bottom of the page. This month I am delighted to say that Caged Fish Web Design has become the official sponsor of the newsletter. From now on, they will be adding their valuable comments on internet topics, such as how to attract the attention of search engines and how to develop a lucrative e-commerce site, as well as sharing design ideas on creating a successful website.

Lessons in Life


Did you ever hear about the single idea for which a man was paid $25,000?

This simple idea helped to create the world’s first billionaire, and the $25,000 was paid out over 120 years ago. This is the story of how it happened - and how you can use the idea to get more out of your day.  

The story goes that the president of a big steel company had granted an interview to an efficiency expert named Ivy Lee.  Lee was telling his prospective client how he could help him do a better job of managing the company, when the president admitted that he wasn’t doing as well as he could be.  He went on to tell Ivy Lee that what was needed wasn’t more knowing, but a lot more doing.  He said, “We know what we should be doing.  If you can show us a better way of getting it done, I’ll listen to you – and pay you anything you ask, within reason.”

Lee announced that he could give him something in 20 minutes that would increase efficiency by at least 50 percent.  He then handed the executive a sheet of paper and said ‘Write down on this paper the 6 most important things you have to do tomorrow.” The executive thought about it for a moment and then did as requested.  It took him about 3 or 4 minutes.

Lee then said, “Now number them in the order of importance to you and the company.” That took another 3 or 4 minutes.

Then Lee said, “Now put that piece of paper in your pocket, and first thing tomorrow take it out and look at item number one.  Don’t look at the others, just number one.  Then start working on it, and if you can, stay with it until it’s completed.  Then take item number two the same way; then number three and so on until you quit for the day.”

“Don’t worry if you finished only item two or item three on your list.  The others can wait.  If you can’t finish them all by this method, you couldn’t have finished them with any other method.  And without this system, you’d probably take ten times as long to finish them – and might not complete them in the order of their importance.”

“Do this every working day.” Lee went on “After you’ve convinced yourself of the value of the system, have your staff try it.  Try it as long as you like, and then send me your cheque for whatever you think the idea is worth.”

The entire interview hadn’t taken more than half an hour.  In a few weeks, the story has it that the company president sent Ivy Lee a cheque for $25,000, with a letter saying that the lesson was the most profitable - from a money standpoint - he had learned in his life.  And it is said that this plan was largely responsible for turning what was then a little known steel company into one of the biggest independent steel producers in the world and making its owner, Andrew Carnegie, the richest man in the world. 

Why not try this $25,000 idea for yourself?

You could call Ivy Lee the world’s first time management expert; there are certainly more sophisticated versions of this idea around.  But if it worked to create the great fortune of the world’s first billionaire, then it must have some value.  It sounds so simple and easy to do, but how many of us do it?  Whenever I am inundated with work, or prior to going on holiday, I know that I’d be lost without this very simple but effective method of getting done quickly what needs to get done in the order of its greatest importance.

To try the idea for yourself all you need is a pad of paper.  Do as instructed, and then transfer the items that you didn’t complete over onto the next day’s activities.  Every time you are asked to do a new task, rather than carrying it out without question, write it on your list and IF it is more important than your number one task, do it straight away. If not, do it in its order of merit.

Try it – you’ll be amazed at how much more you get done!


Internet News

With Big Brother’s current crop of housemates making the news, one of last years most popular contestants has turned for help to Caged Fish. Big Brother star Kemal Shahin has a variety of ‘projects’ on the go and wanted a way for fans and the media to keep abreast of his movements and forthcoming fashion range. After a successful pitch, Caged Fish won the contract to create a website that fitted the exuberant personality of the Big Brother 6 finalist. Caged Fish’s new designer Mark was tasked to fulfil a complex brief and create the overall look of the site. Future developments for the site include a fully enabled ecommerce facility selling Kemal's own fashion line. Kemal is believed to have commented “It’s fabulous darling” judge for yourself at www.kemalshahin.com
PR Idea of the Month

Is there an issue in your industry which you feel strongly about? Perhaps it’s something that is being debated in the trade press, or an issue that is close to your heart but isn’t being covered fairly or properly? Why not contact the editors or web masters and put across your point in a single paragraph explaining why you feel very strongly about it. Don’t over emotionalise the issue, but using a reasoned argument, make your point. Then offer to write an article for them based on your one paragraph summary. Not all publications will agree, but one or more may well do so. If this is the case, make sure that you write a different article (or at least change the opening 2 paragraphs and use different examples, as well as an alternative conclusion) as magazines don’t want to print the same work as their rivals. Remember, the more relevant the article is to your industry - and in particular your prospective clients - the better.
Web Wise :
Understand your Audience

It’s important when creating a new site to understand exactly who the site is for. When Caged Fish was asked to create a website for lingerie firm frooti (www.frooti.co.uk) the brief was to create a brand and an eCommerce site selling ladies lingerie. Bearing in mind the target audience (young fashion conscious women) it was important that the site had a fun young image. A major consideration was to ensure that the overall look stayed away from the standard "tacky" image of many underwear sites.

The logo was designed with an air of "prettiness" without being twee. This acted as the springboard to the rest of the site and its pastel colours. Upon completion of the corporate image, an ecommerce site was built using Actinic catalog V7 . An email marketing campaign is currently under way (over 98% of the target audience of the site use e-mail at least weekly) and Caged Fish also recommended a pay per click campaign to assist initial traffic. The site will not alienate men who may want to buy underwear as a gift, and will attract the core audience of young women with its funky colours and breezy graphics.

Look at your site and decide is it designed for you or your key customers? Does the design of the site attract or detract from your main message? Is the text you use in keeping with the way your customers speak? What words sum up your site – would those same words sum up your key customers?

Book of the month :
'Eat that Frog' by Brian Tracy

Eat that FrogYou might be forgiven for thinking that this is a alternative French cookbook. In fact, the title refers to one of the many time management techniques that Tracy recommends in this useful and easy to read short book – we’ll come back to the title later.

There just isn’t enough time for everything on our “To Do” list- and there never will be. Successful people don’t try to do everything. They learn to focus on the most important tasks and make sure they get done.

There’s an old saying that, if the first thing you do each morning is to eat a live frog, you’ll have the satisfaction of knowing that it’s probably the worst thing you’ll do all day. Tracy uses “eat that frog” as a metaphor for tackling the most challenging task of your day - the one you are most likely to procrastinate on, but also probably the one that can have the greatest positive impact on your life. ‘Eat That Frog’ shows you how to focus in on these critical tasks and organise your day. You’ll not only get more done faster, but get the right things done.

In a little over 100 pages, Brian Tracy cuts to the core of what is vital to effective personal time management: decision, discipline, and determination. He details twenty-one practical and doable steps that will help you stop procrastinating and get more of the important tasks done – today. A quick, easy read that you will certainly get a lot out of.

Seminar Update

The next £100,000 Marketing Seminar will take place on Friday 8th September at Hothorpe Hall near Market Harborough. Click here for details and to find out what previous delegates have said about the event.

Client Offer of the Month

To celebrate 10 years of offering tax saving advice, Mr Tax  is offering a FREE tax audit to determine whether you or your business are paying too much tax.  The service is confidential and can be accessed by going to www.mrtax.co.uk where you can find a link that takes you to the appropriate page. Peter Clare who set up Mr Tax in 1996 was once a District Inspector of Taxes, so knows a thing or to about how his clients can legally avoid paying tax.  Find out yourself if you can reduce this years tax bill.

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