INSPIRED BIZ NEWS August, 2014 Issue #134


  • Promotion of the Month
  • Healthy Quote for This Issue
  • What’s Your Selling Sentence?
  • David Allen’s Food for Thought
  • Fear Is Conquered by Taking Action
  • Are You In Over Your Head?
  • A Touch of Humor: Top Ten Things Engineering Schools Don’t Teach

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“What helps people, helps business.” — Leo Burnett, American Marketing Expert

By BIG Mike McDaniel

What’s your Selling Sentence? If you have a business, you need a selling sentence.

Sometimes called the Defining Sentence or the Secondary Statement, the Selling Sentence is the group of words that clarify and refine the nature of your business when seen or heard with the name or logo of your business. You tell “˜em what you do for them’ with your Selling Sentence.

The Selling Sentence clearly differentiates your business in the eyes of your current and potential customers or clients. “When it absolutely, positively, has to be there overnight” reinforces the FedEx brand.

McDonald’s has used Selling Sentences for individual products. “Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun”

Selling Sentences are similar to Unique Selling Propositions, or USPs. But they differ because that they are more focused and are presented in one sentence or less. USPs can be much longer, resembling a mission statement.

Develop your own Selling Sentence to be displayed under the business name or logo. If it won’t fit there, it is too long. The Selling Sentence should appear in the same spot every time the name of the business or logo is displayed: newspaper ads, store signs, yellow pages, business cards. Everywhere the logo goes, so goes the Selling Sentence.

Look at the big boys. Lots of Selling Sentences, some short enough to be called Selling Statements. All fit under the business name.

A Selling Sentence is extremely important if your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest package handling. Since the Selling Sentence accompanied all references, we all know FedEx is a package delivery service.

Murray’s Plumbing would not need a Selling Sentence to clarify the nature of the business, but rather one to set it apart from hundreds of competitors.

Murray’s Plumbing
We show up on time and smell
good or your don’t pay!

Now Murray and his people must maintain the Selling Sentence by keeping the promise. FedEx says over 99% of packages get there overnight. The Selling Sentence should not change unless you intend to re-brand the business, so get it right from the get-go.

Convene your own brain trust of employees and friends and peers for a free association session. List what can be said about your business in one sentence. Emphasize your biggest customer benefit.

Write them all down, no matter how goofy. With the group, trim the list to 10 before you bring out the refreshments. Sleep on it and make a final decision the next morning.

Papa Fred’s Car Wash
Satisfaction Guaranteed


DOUBLE your dirt back
Ralph’s Refuse
Our Business is Picking Up

Don’t tell ’em what you do. Tell them what you do for them.

©2014 BIG Mike McDaniel

Author Profile: BIG Mike McDaniel is a Professional Speaker and Former Major Market TV News Anchor. The BIG Ideas Group helps small business grow with consulting, seminars, resource guides and sales training. visit Subscribe to “BIG Mike’s BIG Ideas” Newsletter


How much planning and organizing do you really need to do? How much is enough? How much is too much?

Well, is your head empty? Then you’ve done enough. If something is still on your mind, you’ve got more to do. Most organizing and planning that people do is still lacking in the two critical factors for quieting the mind””What’s the outcome? What’s the next action?””with the answers placed in a system that our mind trusts we’ll utilize to review appropriately.

My mind is never really empty, but it is usually doing the more sophisticated job of making intuitive choices off my options, instead of trying to remember what they are. When it drops to the latter task, then I know I need to stop””then capture, clarify, organize, and reflect, to get back to appropriate engagement.

There is a point of diminishing returns from planning and organizing, where the payoff for the effort is not worth it. That point right before the return diminishes will be your most efficient and effective state. How do you find that point? You’ll probably need to over-organize, to know. Most people could use more erring on the over-organizing side of things, from my perspective.

But I organize for freedom, not constraint, and I’d recommend you use the same standard.

Author Profile: The David Allen Company is a global training and consulting company, widely considered the leading authority in the fields of organizational and personal productivity. Visit him on the web at, email us at

By Mentor Max

Nothing in life is to be feared.
It is only to be understood.

When you dare to face the things that scare you,
you open the door to freedom and success.

Most of your obstacles would melt away if,
instead of cowering before them
or procrastinating about dealing with them,
you make up your mind to walk boldly through them.

Don’t be afraid to take the steps you need to take
to make those positive changes in your life.
To fight your fears, you must act.

Your fears increase when you wait, put off, or postpone.
If you understood your situation enough,
you would never be afraid.

The attainment of your dreams is but a determined action away.
Successful people take action.

By Dale Collie

Stress is tricky.  It drives your toward success and makes your feel good about your accomplishments.  Of course, you need stress to reach goals and protect  yourself in times of danger, but too much stress is tough on your body.

In times of stress, your brain produces steroid hormones that get your body ready for action. Your heart, lungs, liver, and other major organs play key roles in this stress reaction.

These steroids also affect your digestive, immune, and circulatory systems.  Your skin also gets reacts  to changes in your circulatory and immune systems.

Complex neurotransmitters are released, telling parts of your brain to go into overdrive, creating fear in the case  of danger and storing the event in long-term memory for future warning.

The neurotransmitters can shut down short-term memory  and reduce your concentration, inhibitions, and rational  thought.

Stress-tolerant people  control their responses, but they cannot entirely prevent the stress reactions.  And this concealment  is the reason good leaders are on the lookout for signs of excessive stress.

Savvy leaders understand that stress control is their responsibility.   However, understanding the problem isn’t enough.  The solution lies in knowing what to do, how to increase or  decrease stress to boost the bottom line.

Just how much do you and your team leaders know about stress?  Can you identify the physical and psychological consequences of too much stress?

How about the way stress changes personalities and behaviors – can you identify a half dozen things to watch for?  And don’t forget about the impact of stress on your bottom line.  What is the cost of stress in your company?

Assuming you are up to speed on these details, do you understand the top ten causes of workplace stress and know what to do about each of them? Stress can have a major impact on both productivity   and profit.

So, back to the question of whether you are in over your head.  You are as vulnerable as anyone else to negative stress in the midst of your success, and  so are your key people.

Employees who exhibit anxiety, boredom, and anger could be on the verge of making costly mistakes. Those who have headaches, fatigue, diabetes, or ulcers are already in need of some stress relief.

Others who hide their stress but have difficulty with over eating, alcohol abuse, or emotional outbursts  might not even recognize the role stress plays in these things.

Reactions such as these confirm that stress is costing  you money through absenteeism, accidents, personnel  turnover, and other key factors.

The question remains.  Are you in over your head? You need the  advice of others about your own performance because stress  can hide itself in success and a sense of responsibility.  Listen  to them when they alert you to signs of stress in your own life.

Learn more about the top ten causes of workplace stress and what to do about it. Take my free “Spot Stress Mini Course” -  three sessions delivered by email.  Request it by email at

Author Profile: Dale Collie ( speaker, author, coach, and former US Army Ranger, CEO,and teacher at West Point.  Selected by “Fast Company” as one of America’s Fast 50 innovative leaders.  Author of “Winning Under Fire: Turn Stress into Success the US Army Way,” (McGraw-Hill).


10. There are about 10 types of capacitors.

9. Theory tells you how a circuit works, not why it doesn’t work.

8. Not everything works according to the specs in the databook.

7. Anything practical you learn will be obsolete before you use it, except the complex math, which you will never use.

6. Always try to fix the hardware with the software.

5. Engineering is like having an 8 a.m. class and a late afternoon lab every day for the rest of your life.

4. Overtime pay? What overtime pay?

3. Engineers rule the world until the next revision.

2. If you like junk food, caffeine, and all-nighters, then you should go into architecture.

1. Dilbert is a documentary.

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