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Archived Newsletters
Powder and Bulk
Dot Com Newsletter
International Standard Serial Number (ISSN):
1526-9051 |
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Powder and Bulk Dot Com Newsletter
"For the materials handling & processing professional...."
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Vol. 1, No. 10, September 6, 1999
International Standard Serial Number (ISSN): 1526-9051
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Joseph Taylor, Editor, mailto:jtaylor@powderandbulk.com
Copyright 1999, Powder and Bulk Dot Com
This is a 100% opt-in newsletter with information for the
materials handling professional. We have 477 subscribers at
the time of this mailing. Unsubscribe instructions are at
the end of this newsletter.
TO SUBSCRIBE: send a blank email to:
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Our goal is to provide information to improve your business
by using the resources available on the internet.
Please forward this newsletter to one of your friends. (Let
us know about it and you could win a prize! See below.)
Thanks, Joe Taylor
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Contents:
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> Contributors Wanted!
> Sponsor This Newsletter
> Guest Article: Don't be the Best... Be the First!
> New on Powder and Bulk Dot Com
> We Have a Winner of Our Circulation Drive!
> This Weeks Top Picks From The Reading Room
> Pneumatic Conveying of Bulk Solids Seminars
> Ask Joe Column!
> BELTCON 10 - International Materials Handling Conference
> We had over 115,000 hits in August!
> Hot Messages from the Help Forum
> Call For Photographs!
> From the Job Fair
> Subscribe & Unsubscribe Information
> ReferWare
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Contributors Wanted!
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Knowledgeable writers wanted.
Do you have company news, a new product, new service or other
information you would like to share with our subscribers?
We give full credit to contributing authors. If so please send
it to:
mailto:news@powderandbulk.com
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Sponsor This Newsletter, With Your Ad Here!
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Newsletter advertising will allow your message to be included
in an issue of our which currently is sent out to 470+ materials
handling and processing professionals every week. Your ad will
also permanently appear in the newsletter archives on our site.
For more information and rates visit:
http://www.powderandbulk.com/pb_services/newsletter_ad.htm
...or email the editor directly at:
mailto:jtaylor@powderandbulk.com
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Guest Article: Don't be the Best... Be the First!
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-A Great Lesson From Jack Trout and Al Ries
Often, many businesses build their entire marketing strategy
around a particular brand and its "better" qualities. Claiming
superiority smacks of being untrue and is often a very risky
endeavor. In other words, if you claim that you're the best,
your statement will be suspect.
Years ago, a mentor once said to me that "Implication is more
powerful than specification." It is much more effective to imply
superiority -- to be perceived as being a superior company or
one with a superior product -- than to simply being (or outright
stating that one is) superior. But how do you get others to
perceive you as being the best? How does one imply superiority
without stating it outright? The following are a few pointers
to guide you in that direction.
-"The First" Always Lead
If you're the first in some category, you are also considered the
best. People have a natural tendency to attribute superiority to
a product that's first in its category. But if you're not the
first, you can usually invent your own position. If there's no
category in which you can be first, then create one. Being the
first in your very own unique category makes it tremendously
difficult for competitors to copy you. Even when your competitors
do copy you, which eventually they will, their marketing efforts
will only help to remind people of you.
Being the first in the marketplace is not as important as being
the first in the mind of the marketplace. Working with cosmetic
surgeons, I've personally experienced this undeniable truth. A
particular hair transplant doctor is one of the first surgeons of
this type. While superiority in this field is a matter of
artistic ability and not seniority, he is still widely recognized
as the best surgeon there is -- even if he still uses outdated
techniques.
Jack Trout and Al Ries, the fathers of positioning, developed the
category concept into a science. The first law in their wonderful
book "The 22 Immutable Laws of Marketing," which is the law of
leadership, is based entirely on the concept of being the first.
In essence, the law states that no two bodies can occupy the same
space. If you get to a position first, nobody else can ever take
your place. Hence, being the first virtually guarantees your
position.
You don't have to be the first with a product or service. You
only have to be the first in the consumer's mind. By owning the
leading position in the mind, people will automatically assume
that you're the best. Why? It's because uniqueness separates you
from the rest rather than compares you to them. It's immensely
more effective than actually being the best.
-Create Your Own Category
For instance, Ries and Trout prove this point with a very simple
question. They ask: "Who was the third person to fly over the
Atlantic in a solo flight?" If you're not a history buff like
most people, you will more than likely be stumped. Almost
everyone remembers that Lindbergh was the first because, being
the first, he comes to mind immediately. But if you were asked
the same question but rephrased in a different way (e.g., "Who
was the first 'woman' to fly over the Atlantic in a solo
flight?"), your answer will likely be "Amelia Earhart."
Look at your own life. What are the things you remember the most?
More than likely, you will remember your first kiss, your first
dance, your first love, your first car, your first day of school,
your first job, and your first heartbreak. Can you remember your
second kiss let alone your fifth one? In all likelihood, you
don't. When it comes to marketing the same holds true.
Many people try to compete by comparison and may even get some
recognition as a result. But where they often fail is in creating
lasting top-of-mind awareness by drowning their image in a
currently known category -- or ladder, if you will. Everybody
knows who is the first in some category or another, but rarely do
people remember who's second let alone third. If you market your
company as a better firm with a better product or service at a
better price, you are merely reminding others of that which you
are better than, which is your competition.
Again, if there's no category in which you can be the first,
create one. Having your very own category is powerful because it
is impossible for your competition to beat you. Being the first,
your place is therefore guaranteed and you will thus be perceived
as the best.
-Go The Other Way
Coke, which was touted as being "The Real Thing," is an old
company with a hundred-year old recipe locked in some secret
safe. So, Pepsi decided to go the other way and proclaimed that
it was for the "New Generation." On the other hand, 7UP
floundered until it became the "Uncola." As a result, the more
Coke and Pepsi advertised, the more it helped 7UP.
For a long time, Avis was an unknown car rental agency. One day,
it finally conceded that it was number two -- second only after
Hertz. Their "we try harder" campaign, which focused on their
underdog position, turned the size of their bigger competitor
into a negative. Domino's Pizza was surely not the first
pizzeria. But by being the first to deliver its pizza "in 30
minutes or it's free," it went from a small restaurant to a
multimillion dollar franchise operation.
You can be the first to cater to a specific market, the first to
offer an alternative to an existing product or service, or the
first to cater to a market in a unique way -- such as by offering
an ordinary product or service but with a unique twist. You can
also customize a general product or service for a specific
market. For example, you might be a travel agency. You could
decide on being the first to sell business trips catering
exclusively to financial institutions.
However, if you're not the first you might then market yourself
as "the first to serve the financially inclined," "the leader in
business trips for bankers," or "the first travel agent for the
smart financier." In other words, don't be the best in some
category. Be the first in one.
-Our guest author Mr. Michel Fortin of http://SuccessDoctor.com
is an author, speaker, copywriter and consultant dedicated to
helping businesses turn into powerful magnets. Get a free copy
of his book at his site. He is the editor of the Internet
Marketing Chronicles with over 60,000 subscribers -- free at
http://SuccessDoctor.com/IMC/.
-Probe deeper, get Ries' & Trout's book now!
"The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk"
by Al Ries, Jack Trout
Paperback, 160 pages, May 1994
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New on Powder and Bulk Dot Com
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MICRONIS
Micronis is a French company offering equipment for micronisation
of plastics and rubber at ambient or cryogenic temperatures.
This same equipment is also used for foods, pet-food and cereals.
They offer the Orenda Disk Mill for very efficient grinding of PE,
PVC and PA for the rotomoulding.
Micronis is also equipped to offer on-site tolling of larger
quantities and laboratory-scale testing of their cryogenic or
ambient temperature grinding equipment.
Applications include rubber, flexible PVC, rigid PVC, dry
mushrooms, milk powder, cereals and corn cobs
For more information contact:
Mr. J. P. Mahe
mailto:jpm@micronis.com
Telephone (33) 553 68 01 55
Fax (33) 553 87 55 84
Web site: http://www.micronis.com
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We Have a Winner of Our Circulation Drive!
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We have a winner in our circulation drive but first we want
to pass out a few "honorable mentions".
Honorable Mentions go to:
Mr. Damon Sidles of Miller Milling Company, Fresno, CA
Mr. John Hulme of IGS, Inc.
Ms. Jennifer Taylor of Actionpac Scales, Ventura, CA
Ms. Dianne Young, Webmaster for Bulk Systems, Tulsa, OK
Drum Roll!.....our winner is:
Mr. Richard Holloman with United Conveyor, Waukegan, IL
Richard has won a $150 Amazon.com gift certificate from
Powder and Bulk Dot Com for his efforts.
I called Richard to let him know about his success in the
circulation drive. When asked what he was going to do with
his winnings he said, "I should get some books from Amazon.com
to share with my friends at the office." Oh well, there goes
the DVD player I always wanted!
We want to thank Richard and all of you who entered the
contest and we look forward to doing it again in the near
future!
Thank you,
Joe Taylor, Editor
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This Week's Top Picks From The Reading Room
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Top picks from the Reading Room this week are:
"Dispersing Powders in Liquids"
(Handbook of Powder Technology, Volume 7)
by Ralph D. Nelson
Hardcover, January 1989
"Industrial Air Pollution Control Systems"
by William L. Heumann (Editor)
Hard Cover, 560 pages, August 1997
"Dust Collection with Bag Filters & Envelope Filters"
Friedrich Vieweg & Sohn
274 pages, 1988
We thank you for your continued support of the Reading Room.
Do you need a book? Can you suggest a book you love, that we
should have in the Reading Room? Let me know and we will
try to include it!
You can visit the Reading Room and view the selections we
have made for you at:
http://www.powderandbulk.com/pb_services/readingroom.htm
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Pneumatic Conveying of Bulk Solids Seminars
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This course serves as a guide for those who work on pneumatic
conveying projects and for those who seek more information
about practical applications of these types of systems.
Seminar benefits:
-Gain an understanding of the 7 basic modes in which bulk
solids are conveyed and at least 15 of the basic pneumatic
system configurations.
-Learn about the numerous characteristics of bulk materials
and how they effect the design and operation of systems.
-Understand the mathematical theory upon which the design
of pneumatic systems are based.
-Discuss where and how pneumatic conveying is applied
in industry.
-Determine how the principal components of pneumatic
systems are designed, selected, operated and maintained.
Also, how systems are configured for closed loop operation
and explosion protection.
The seminar is designed for managers, staff engineers,
industrial engineers and purchasing personnel from industries
such as chemical, agricultural, cement, plastics and
foods industries.
Seminar Locations:
October 12-14, Atlanta, GA
October 19-21, Las Vegas, NV
Instructor:
Mr. Paul Solt, BSME
Pneumatic Conveying Consultants
For more information or to register contact:
The University of Toledo
Seagate Campus
Division of Continuing Education
401 Jefferson Avenue
Toledo, OH 43604-1005
Telephone: 419-321-5139
Fax: 419-321-5112
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Ask Joe Column!
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This week's article is the second article about hopper design
and is called "How Wall Friction Effects Hopper Angles". Read
Joe's ramblings in our featured column, Ask Joe! at:
http://www.powderandbulk.com/pb_services/askjoe.htm
Ask Joe Archive
Many of you have asked to read the past rantings of Joe
Marinelli and articles from our guest authors. You asked for
it, so here it is, the Ask Joe Archive. Articles are listed
chronologically by the year and month it appeared.
Web Address for Ask Joe Archive is:
http://www.powderandbulk.com/pb_services/ask_joe_archive/toc.htm
Guest Articles
Do you have an area of expertise in bulk materials
....or have you solved a difficult materials problem?
Share your knowledge with others by contributing an article
to the Ask Joe! Column. We welcome guest articles in the
Ask Joe! Column. If you have a 400-500 word article and
illustrations in the form of .jpg or .gif files send it
to us.
For more information, please contact Joe Marinelli at:
mailto:shtech@fmtc.net
Subscribe to Joe's company, Solids Handling Technologies,
monthly newsletter, send a blank email to:
mailto:shtech-subscribe@listbot.com
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BELTCON 10 - International Materials Handling Conference
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BELTCON 10 Exhibition and Conference is bigger and better than
ever! This year's theme is "Conveyors in Their Environment"
and the conference has a good cross-section of papers covering
technical, practical and legal aspects of conveying.
As the name BELTCON 10 implies, this is the tenth in the series
of conferences on belt conveying. The conference is held every
2 years and has an 18 year history.
The conference is sponsored by the Conveyor Manufacturers
Association of South Africa, the SA Institute of Materials
Handling and the SA Institution of Mechanical Engineering.
Pamphlets detailing the preliminary program with registration
slips are available. Also, a registration form is available
on-line at CMA's web site.
Date and Location:
19 – 21 October 1999
Gallagher Estate
Midrand, South Africa
For more information contact:
Mr. Adi Frittella or Ms. Chris Townsend
Conveyor Manufacturers Association of South Africa
PO Box 2963
Fourways, 2055, RSA
Telephone/Fax: +27 (0) 11-888-7163
mailto:cma@pixie.co.za
Web Site: http://www.cmasa.co.za/
--------------------Advertisement---------------------------
We had over 115,000 hits in August!
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More than 10% increase in hits in just one month!
Powder and Bulk Dot Com offers an excellent opportunity to
reach tens of thousands of materials handling executives,
managers, reps, engineers and service personnel. By sponsoring
our web site you will be supporting a unique and valuable
resource that is well regarded in the materials handling community.
In addition to banner advertising, all sponsors are recognized
on our home page with an additional link to their web site.
Want a Rate Card Now?
Get our complete rate card by sending a blank email to our
auto-responder! Send your email to:
mailto:rates@powderandbulk.com
The auto-responder will email you back -- quite
fantastic if you ask me!
...If you have additional questions email us at,
mailto:powderandbulk@powderandbulk.com
...or visit our banner ad sign-up page at,
http://www.powderandbulk.com/pb_services/bannerads.htm
...or call Joe Taylor at 904-280-4656
FREE LISTINGS
If your company offers equipment or services to the bulk
materials handling & processing industry and you think
your company's web site should be listed in our directory,
you can be listed - FREE! Just go to our link request
page at:
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Fill out the form and select the categories you want to
be listed in. It's that simple! Join the 700+ companies
that are in Powder and Bulk Dot Com's Directory.
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Hot Messages from the Help Forum
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People post their requests for help and offer their suggestions
to others in an open forum.
Ms. JoAnn Mire is looking for compaction rolls:
We are currently using sine wave compaction rolls in our
chilsonator and are looking into trying axial groove rolls.
If you know of anyone who would like to get rid of a set
of IR 4L X 10D compaction rolls please contact:
Ms. JoAnn Mire
Telephone: 870-864-2085
mailto:joann_m90@technologist.com
Jennifer at Tamer International Ltd. wants answers!
Does anyone know what is the size of the agglomerator industry
in the U.S. and worldwide? I can not find any research on this.
Thank you for your time.
Jennifer
Tamer International Ltd.
17230 12th Ave NE
Seattle, WA 98155
Telephone: 206-364-6761
mailto:jennifer@tamer.com
Mr. Richard McClure is looking for transloading equipment
If any company has any transloading conveyors or pneumatic
systems available FOR SALE...Please contact me directly.
We are looking to expand our shortline railroad service to
include bulk cement transloading truck to rail and are looking
for the addition of two such systems.
Richard C. McClure, President
American Railroads Corporation
Call me at (847) 363-3605
mailto:mcclurerail@earthlink.net
The Help Forum is open for everyone to use. You can find
these and other messages at:
http://www.powderandbulk.com/default.htm
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Call For Photographs!
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We would like to thank Mr. Craig Stephenson of CAS Enterprises
Ltd. for this week's dramatic interior photograph of CAS'
combination pulse jet dust collector over a vibratory fluid
bed dryer. Craig tells us that "This combination results in
a hygienic system without interconnecting ducting or loss
of product." CAS Enterprises also manufactures other dust
collectors and vibratory equipment.
You can contact Craig at:
CAS Enterprises Ltd.
Telephone: +64-9-268-2850
Fax: +64-9-268-2852
mailto:cas@xtra.co.nz
We would love to have your photo of a bulk materials process,
packaging, conveying or handling "action shot" for our home page.
If you have a favorite photograph of bulk materials handling
at its best, please email us a jpeg or gif of the photo with
a description of what is in the photo for our home page.
Full credit and the description of the photo will be given.
Photographs are be changed every two weeks to give everyone
a chance to be included.
Send your photograph and description to,
mailto:news@powderandbulk.com
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From the Job Fair
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The Job Fair is a free service of Powder and Bulk Dot Com.
You can post job opening for managers, engineers, sales, reps
or other talented people you need. ...Or one can post their
resume for companies who are looking to add talented people
to their staff.
Do you have a position you need to fill, visit the Job Fair:
http://www.powderandbulk.com/jobs_toc.htm
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Subscribe & Unsubscribe Information
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TO SUBSCRIBE: send a blank email to,
TO UNSUBSCRIBE: send a blank email to,
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ReferWare
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This newsletter is ReferWare. If you enjoy reading it and find
useful information in this newsletter, you are asked to help
spread the word about it. You can do this by forwarding a copy
to your friends, telling them about it.
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Powder and Bulk Dot Com Newsletter
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http://www.powderandbulk.com/
Joseph Taylor, Editor
3948 South Third Street, No. 121
Jacksonville Beach, FL 32250
Phone: 904-280-4656, Fax: 904-273-1399
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Powder and Bulk Dot Com's Newsletter is a 100% opt-in email
list of information for the materials handling professional.
We love your suggestions and comments! Drop us a line at,
mailto:news@powderandbulk.com
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