A Mistake by a 10 BILLION Dollar Company

By MaryEllen Tribby

You know me; I preach all the time about how most working moms put themselves last on the priority list and not only how wrong this is but also how detrimental it is to their well-being.

They take care of their kids, their spouses, their bosses, their pets, their household duties and the list goes on and on.

Well today, I want to give you several lessons on why as a working mom you need to move yourself to the front of the line and put yourself first on that priority list. That’s right numeral Uno.

And I am not going to tell you how; I am going to show you how.

Last week was a busy one for me. Connor was turning 16 and we needed to complete his birthday preparations, Delanie had a major tennis tournament coming up on the weekend and my favorite client was launching a brand new fulfillment system.

So what did I do?

I went to my neighborhood spa and got a pedicure.

Yup, I was feeling a little stressed and knew if I did not take a little time for me, I would not be at my optimal performance level.

Often when I get my pedicures, I take a business book with me to read. But last week I decided to indulge. You see I am a magazine junkie – I just love them. And all kinds of magazines; from fashion and fitness to home decor and recipes and more!

Simple Indulgences Lead to Making Money

So as I was soaking my toes, I picked up the latest issue of Better Homes and Gardens.

While I was flipping through the pages I came across this ad.


As you can see it is a large picture of Dr. Phil with the headline:


The topic of diabetes is very near and dear to my heart as it is the disease that took my dad’s life. I am also very concerned that it is something that may affect my kids one day so I am always interested in learning about prevention and management of this horrible disease.

Furthermore, I did not know that Dr. Phil had diabetes, so when the ad went on to say that I could learn about his story by visiting a website, I was truly interested and had planned to visit that site.

But then the mistake jumped out at me like a deranged clown.

Just look at the ad. It says



Can you read that?

I sure as heck can’t!

I spent almost 3 minutes trying to figure this out. But guess what, most people will not. They will just move on.

I teach this all the time to my Inbox Empire community members. Never, ever use all caps for your URL – people simply cannot read it.

Now look closely at this ad, they have the URL in one more spot and it is all in lower cases: theonitmovement.com

Again, not effective!

Third Times a Charm

So here is the URL three different ways. You tell me which one is the most readable:


2) theonitmovement.com

3) TheOnItMovement.com

By capitalizing the first letter of each word you turn the same useless URL into a viable one.

This is a mistake that is so easy to avoid, yet I see it all the time; and by mammoth companies to boot.

If you look closely, you will notice this is an ad for AstraZeneca.

They are a ten BILLION dollar pharmaceutical company with over 10,000 employees! You would think that just maybe one of those 10,000 employees would have noticed. :

Who knows? Maybe someone did, but they make so much money they just don’t care.

I know that I certainly do not want to waste the opportunity when I advertise in print or anywhere for that matter.

A print ad in a Meredith publication is big bucks. Plus, my guess is Dr. Phil does not come cheap. Yet they totally wasted this ad space!

And the biggest crime here? It is so simple to make this ad work by just thinking about the customer.

If anyone at that company just for a moment looked and said, “Is this easy to read?” They would never have printed it this way.

If I had my site in all caps it would look like this:


Instead we always print it so the reader can read it easily and remember it. Like this:


Much better.

So remember whenever and wherever you have your URL listed from tee-shirts to print ads make sure your customer can easily read it.

Now I did mention in the beginning of this essay that there would be several lessons, so let’s recap:

1) The obvious one about making your URL easy to read and remember.
2) You need to take care of yourself in order to perform your best.
3) By leading a blended lifestyle, I was able to find a business lesson while getting a pedicure.
4) Ideas that can make you more money are everywhere!

So today as you are out and about, notice the small things that can actually make a big impact on your day, your career and your life!

MaryEllen About MaryEllen

MaryEllen Tribby has helped thousands of people start a new business or grow their existing ones. MaryEllen is the Founder and CEO of WorkingMomsOnly.com, the world’s leading newsletter and website for the empowerment of the working mom. Prior to founding WMO, MaryEllen was Publisher & CEO of Early to Rise and President of Weiss Research where she added millions to their bottom lines in just a few months. She also ran divisions at Forbes, Times Mirror Magazines, and Crain’s New York Business. MaryEllen is the best-selling author of Reinventing the Entrepreneur: Turning Your Dream Business into a Reality and co-author (with Michael Masterson) of Changing the Channel: 12 Easy Ways to Make Millions For Your Business.