Terry, an employee at Rochester Department of Public Works was the winner of last week's subject line question in the Main Street Matters email. She correctly answered that the Funky divas of gospel would be appearing at the Spaulding High School Auditorium. Her name will now be entered into a quarterly drawing for $50 in Rochester Gift Certificates! Don't miss out your chance to enter...just answer the question (answer found in the Main Street Matters articles) and email us for a chance to win!

In last week's edition of Main Street Matters we incorrectly stated that the new business "The Queens Closet" features consignment items. We would like to state that all items for sale are owned by the owner, Donna Fischer and apologize for any inconvenience.

ROCHESTER - HRCU teamed up with Clear Channel's WERZ in their campaign for literacy this Fall. The credit union set up book drops at each of their three locations in Rochester, Dover and Farmington and collected nearly 300 books for local families.

According to the National Research Council, most reading problems faced by today's adolescents and adults can be avoided or resolved in the early years of childhood by learning to read before the third grade. HRCU and WERZ asked for help to collect new and gently used books and placed them into the hands of families without them in their homes.

Brian Hughes, CEO and President of HRCU, said, "This was a great success, and I'd like to personally thank all our members and non-members who participated in the book drive. We had so much interest we even extended the drop off date by one week. This initiative was aligned with our commitment to education and families in the communities we serve and we're very pleased with the results."

The Design Committee volunteers are please to announce that our limited edition commemorative plates, Christmastime-Rochester, NH are in and may be purchased at Distinctive Forest Creations, 22 North Main Street. The plate features artwork by local resident and scratchboard artist Robert Goodreau portrayal of Central Square on a snowy December evening, complete with tree, decorated light poles and church steeple. Each plate in this limited edition of 200 is personally signed by the artist and numbered. The cost is $20. Proceeds from the sales of the plates are dedicated to downtown improvement projects. In addition, handcrafted plate racks made right here in Rochester are available at Distinctive Forest Creations. On line or mail orders are accepted through the Rochester Main Street Office at 603-330-3208 or by emailing director@rochestermainstreet.org. A copy of the design may be viewed at www.rochestermainstreet.org .

Rotary Club Members are hosting a dinner/dance benefit to help with "Howie's Field Of Dreams" a buddy ball field to be built at Roger Allen Park in memory of late Rotary President Howie Seckendorf, where young people with physical and/or mental challenges may play baseball. The dinner dance will take place at the Rochester Elks Hall with a social hour from 6-7 pm followed by dinner and then dancing to DJ Jon Cox. Tickets are $50 each and may be purchased at the Greater Rochester Chamber of Commerce, Granite Steak and Grill or Windjammers Restaurants.

Below is a look at work expected to take place at the North Main Street Bridge rehabilitation work site this week.

ˇ Now that work on the utility lines and removal of the old brick is complete, masons will be reconstructing the span one brick arch this week. This work is expected to require up to 20 days work by the masons.

ˇ Masons also will continue to grind out the old mortar and repoint the granite face of the bridge.

ˇ Last week, a construction crew completed work tying in new rebar for the upstream sidewalk. After delivery of the granite curb later this week, bridge contractor Wyman & Simpson will set the curb in place and position construction joints. This will set the stage for the contractor to pour a new upstream sidewalk.

For more information about the bridge rehabilitation project, visit the Rochester Public Works Department bridge web site

Your Customer's Radio Station? What is your favorite radio station? Is it the same station your family and friends listen to? Is it the same station your customers listen to? All of your customers listen to the same radio station: WIFM or "What's In It For Me"?

The message that you send out to your customers should be much more than just "what" you sell or "how" you sell or present your product or service. Those mechanics of your business are much less important to your customers than "why" you sell or present what you do. The message of why you sell or present what you do says that the underlying reason for the existence of your business is the customer. The what is the product-features. The how is the method either online, face-to-face, or in a store. The why is the customer-benefits. The customer doesn't really want a can opener; the customer wants a quick and easy way to get food on the table. The customer does not really want a new dress or new suit; the customer wants the good feeling he or she gets when that outfit makes him or her look great and make a good impression. The customer doesn't really want an online business accounting software application; the customer wants a simple, powerful, and affordable way to get and keep the business' finances in order.

What you as the business owner are selling or presenting is not the product or service per se, but what the product or service can do for the customer. The more clearly you can give your customers the message that you listen to the same radio station that they do, the more your customers will understand the why of what you sell or present. The business that re-visits and re-writes its mission statement is the business that will inspire its customers to do business with them-not because they have to, or because the business has the lowest price, but because the customers want to. Think about the businesses that are your favorites. Ask yourself why. Then look at your business through the eyes of your customers and ask yourself: why? Then get that message out to your customers so they can answer it for themselves when they turn on their radio station.