Archive for the ‘American Transport Services’ Category

Have you ever heard of an ancient text known as “The Doctrine of Signatures”? It is mostly a spiritually based philosophy that simply implies that God provided us with visual clues (or signatures) of all elements that were placed on Earth for the benefit of mankind. Within the pages of this ancient testimonial is a reasonable system of identification tools that man could use to recognize the usefulness of every herb, plant food, animal, mineral, and quite possibly other related synchronous phenomenons by their shapes, forms, actions, how and where they grow, and reside.

For over 500 years, and well into the 19th century, this system was considered standard quo. It was a sound source of health wisdom, for the time, that crossed many cultural boundaries through the generations to be practiced by the Europeans, Native Americans, and by the peoples in the countries of the Far Eastern Orient. Although the Doctrine of Signatures does not provide us with the answers to everything, it should still be considered an excellent source of wisdom to reflect back on, as many different mixed societies considered it a highly revered system of knowledge. They used it often, and many times it worked quite well.

As the science fiction writer Arthur C. Clark once observed, any sufficiently advanced technology is akin to magic, and attitudes towards new technology often border on superstition.

With this thought in mind, how do you feel about modern medical science’s hasty dismissal of this sage wisdom of the past? Might not there be just a tad of prejudgment, and quite possibly some self-serving arrogance playing a role in the dominance for financial medical supremacy? No doubt there currently is a bloody battle being fought now, and has been fought for well over a century, in your right to truthful health knowledge, and thus your health freedom.

The passing of the last 25 years, or so, has made many of us ripe for recognizing health care changes that need to be made. After all, how many of you are questioning the, supposedly, new developments of previously unheard of diseases, super bacterial infections that are resistant to modern day antibiotics, and the nowhere money trail failures to healing cancer?

I borrowed this example of what the Doctrine of Signature’s advice proclaims about the eating of whole foods, and the benefits they have in relation to specific body parts from Don Tolman’s web page. Read on.

You Are What You Eat, So Eat Well My Friend…

A stupendous insight of civilizations past has now been confirmed by today’s investigative, nutritional sciences. They have shown that what was once called “The Doctrine of Signatures” was astoundingly correct. It now contends that every whole food has a pattern that resembles a body organ or physiological function and that this pattern acts as a signal or sign as to the benefit the food provides the eater. Here is just a short list of of examples of whole food nutrition signatures.

A sliced carrot looks like the human eye. The pupil, iris and radiating lines look just like the human eye, and yes, science now shows that carrots greatly enhance blood flow to and help the functioning of the eyes.

A tomato has four chambers and is red. The heart has four chambers. All of the research shows tomatoes are indeed pure heart and blood food.

Grapes hang in clusters that has the shape of the heart. Each grape looks like a blood cell and all of the research today shows that grapes are also profound heart and blood vitalizing food.

A walnut looks like a little brain, a left and right hemisphere, upper cerebrums and lower cerebellums. Even the wrinkles or folds are on the nut just like the neo-cortex. We now know that walnuts help develop over 3 dozen neuron-transmitters for brain function.

Kidney beans actually heal and help maintain kidney function, and yes, they look exactly like the human kidneys.

Celery, bok choy, rhubarb and more look just like bones. These foods specifically target bone strength. Bones are 23% sodium and these foods are, amazingly, also 23% sodium as well. If you don’t have enough sodium in your diet the body pulls it from the bones, making them weak. These foods replenish the skeletal needs of the body.

Eggplant, avocadoes, and pears target the health and function of the womb and cervix of the female-they look just like these organs. Today’s research shows that when a woman eats just one avocado a week, it balances hormones, sheds unwanted birth weight and prevents cervical cancers. And, how profound is this? It takes 9 months to grow an avocado from blossom to ripened fruit. There are over 14,000 photolytic chemical constituents of nutrition in each one of these foods (modern science has only studied and named about 141 of them).

Figs are full of seeds and hang in twos when they grow. Figs increase the motility of male sperm and increase the numbers of sperm as well to overcome male sterility.

Sweet potatoes look like the pancreas and actually balance the glycemic index of diabetics.

Olives assist the health and function of the ovaries.

Grapefruit, oranges, and other citrus fruits look just like the mammary glands of the female and actually assist the health of the breasts and the movement of lymph in and out of the breasts.

Onions look like body cells. Today’s research shows that onions help clear waste materials from all of the body cells. They even produce tears. which wash the epithelial layers of the eyes.

Bananas, cucumber, zuchini squash, and more target the size and strength of the male sexual organ. It’s true!

Peanuts have a profound effect on the testicles and male sexual libido. Peanuts were once often banned as a food for males by the Church during the middle ages.

And again, how profound is this, most people don’t realize that, arginine, a phytonutrient found in peanuts is the main active component of the drug ‘Viagra’!

My, my will the wonders of nature never cease?

Where is the signature importance of water in relation to all living things? Makes you wonder, doesn’t it? It seems to be the glue that holds all of this other stuff together. It also is the perfect waste carrying transport fluid to detox the body with. Dr. Masaru Emoto believes that water is a neutral substance by nature and has the ability to structure itself around any positive or negative forces in its environment. Do you think we ought not take better care of our precious natural water resources now, in being much more mindful about what undesirable forces we let influence its naturally, benign structure?

Kahlil Gibran, a Lebanese poet who lived around the turn of the last century, once wrote, “You give but little when you give of your possessions. It is when you give of yourself that you truly give.” This has been on my mind much over the past year with natural disasters and human suffering on an unprecedented scale around the globe.

I read not long ago a call for all good Christians to support higher taxes so government could do more to help the poor and needy. It disturbed me that someone would appeal to my religious beliefs to support increased government “charity.” Is that really what charity is? While most religions teach that we have an obligation to care for one another, government bureaucracy should not be what first comes to mind when considering that responsibility.

Taxes are not charity. They are coerced and not freely given. I am not saying that there is no place for government in helping to relieve human suffering. We rightfully expect our public officials to warn us of impending danger whenever possible and give us life-saving advice. We must be able to count on our police and fire departments and, on occasion, our national guard troops, to protect us from danger and keep the peace. Our transportation departments, weather centers, and other similar agencies, both local and state, provide valuable services.

However, when we speak of true charity – feeding and clothing the needy, providing shelter, encouragement, and a hundred other necessities – that is not the business of government. That role is best filled by private entities and individuals. Government, by its very nature, is unsuited to the work of charity. It is intentionally burdensome, slow to change and react. As inconvenient as this may be in today’s world of instant messaging, instant gratification, instant everything, it is a safeguard which makes government less susceptible to the whims of society. Government’s role, then, in the work of charity should be that of providing an environment which allows, even encourages and rewards, the charitable efforts of private entities and individuals.

Davy Crockett – frontiersman, soldier, politician, American hero – struggled to define the role of government in charitable acts. As a member of Congress, a bill came before the body appropriating money for the benefit of the widow of a distinguished naval officer. Many eloquent speeches were given in favor of this bill and, until Davy Crockett rose to speak, the passage of this bill was assured. He said, in part, “I will not go into an argument to prove that Congress has no power to appropriate this money as an act of charity. Every member upon this floor knows it. We have the right, as individuals, to give away as much of our own money as we please in charity; but as members of Congress we have no right so to appropriate a dollar of the public money.” He then issued a challenge to each member of Congress to follow his example and donate one week’s wages to the benefit of this poor widow. Not one man responded to his proposition and the bill was soundly defeated. The principle he fought for was learned many years earlier from a constituent who, in response to a similar bill passed for the benefit of refugees from a large fire in Washington, called attention to the fact that nowhere in the Constitution does it give Congress the authority to give away public money for charity. It was a lesson well learned by Davy Crockett, and hopefully by us as well. For a full text of the story click here.

The problem with government assistance is that the only thing they really have to offer is money. By contrast, charities like the Red Cross, Salvation Army and religious organizations, for which I have gained a new appreciation, provide hands-on, person-to-person, basic services. All charitable organizations have overhead costs, but reputable charities keep them to a minimum and encourage volunteerism to minimize labor costs. The Red Cross alone in just the past month has raised over a billion dollars which will be used not only to meet immediate needs, but also to train volunteers and purchase equipment to handle future emergencies.

In television coverage of the aftermath of Hurricane Rita, a reporter commented on the citizens of rural Louisiana and Texas saying something to the effect, “They were mostly farmers, shrimpers, ranchers, outdoors people. They know how to make do with very little. They’re not waiting for FEMA, they’re just getting on with their lives”. I drove past Thistle the other day and thought of those days, over 20 years ago, when neighbor helped neighbor to move personal belongings and save what could be saved before the flood waters took it all. Exactly the same thing happened this past January with the flooding in St. George and Cedar Hills. Probably, many of us remember the Teton Dam flood which obliterated a large swath of south-eastern Idaho. Many from all over our area were called on to travel to Rexburg and surrounding areas to help in the cleanup efforts.

There is much we can do, for ourselves and for others, without relying on government. Some erroneously believe their individual donation, whether of money or time, could not possibly make a difference. But, it is there, in the giving and receiving, that we find our humanity. I believe that it strengthens us as individuals and strengthens our community.

It is my hope and prayer is that we as citizens of this beautiful community and this great state and nation will continue to be actively involved in charitable donations of time and means and not passively stand by waiting for government to fill that role. Surely, the consequences of such selflessness will be the blessings of heaven for ourselves and those we touch, and also allowing and encouraging government to once again assume their proper role.

The most important aspect of any business is selling the product or service. Without sales, no business can exist for very long.

All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. The credit for the success, or the blame for the failure of almost all ads, reverts back to the ad itself.

Generally, the “ad writer” wants the prospect to do one of the following:

a) Visit the store to see and judge the product for himself, or immediately write a check and send for the merchandise being advertised.

b) Phone for an appointment to hear the full sales presentation, or write for further information which amounts to the same thing.

The bottom line in any ad is quite simple: To make the reader buy the product or service. Any ad that causes the reader to only pause in this thinking, to just admire the product, or to simply believe what’s written about the product – is not doing its job completely.

The “ad writer” must know exactly what he wants his reader to do, and any that does not elicit the desired action is an absolute waste of time and money.

In order to elicit the desired action from the prospect, all ads are written according to a simple “master formula” which is:

1) Attract the “attention” of your prospect.

2) “Interest” your prospect in the product

3) Cause your prospect to “desire” the product

4) Demand “action” from the prospect

Never forget the basic rule of advertising copywriting: If the ad is not read, it won’t stimulate any sale; if it is not seen, it cannot be read; and if it does not command or grab the attention of the reader, it will not be seen!

Most successful advertising copywriters know these fundamentals backwards and forwards. Whether you know them already or you’re just now being exposed to them, your knowledge and practice of these fundamentals will determine the extent of your success as an advertising copywriter.

CLASSIFIED ADS

Classified ads are the ads from which all successful businesses are started. These small, relatively inexpensive ads, give the beginner an opportunity to advertise his product or service without losing his shirt if the ad doesn’t pull or the people don’t break his door down with demands for his product. Classified ads are written according to all the advertising rules. What is said in a classified ad is the same that’s said in a larger, more elaborate type of ad, except in condensed form.

To start learning how to write good classified ads, clip ten classified ads form ten different mail order type publications – ads that you think are pretty good. Paste each of these ads onto a separate sheet of paper.

Analyze each of these ads: How has the writer attracted your attention – what about the ads keeps your interest – are you stimulated to want to know more about the product being advertised – and finally, what action must you take? Are all of these points covered in the ad? How strongly are you “turned on” by each of these ads?

Rate these ads on a scale of one to ten, with ten being the best according to the formula I’ve given you. Now, just for practice, without clipping the ads, do the same thing with ten different ads from a Wards or Penney’s catalog. In fact, every ad you see form now on, quickly analyze it, and rate it somewhere on your scale. If you’ll practice this exercise on a regular basis, you’ll soon be able to quickly recognize the “Power Points” of any ad you see, and know within your own mind whether an ad is good, bad or otherwise, and what makes it so.

Practice for an hour each day, write the ads you’ve rated 8, 9 and 10 exactly as they’ve been written. This will give you the “feel” of the fundamentals and style necessary in writing classified ads.

Your next project will be to pick out what you consider to be the ten “worst” ads you can find in the classifieds sections. Clip these out and paste them onto a sheet of paper so you can work on them.

Read these ads over a couple of times, and then beside each of them, write a short comment stating why you think it’s bad: Lost in the crowd, doesn’t attract attention – doesn’t hold the reader’s interest – nothing special to make the reader want to own the product – no demand for action.

You probably already know what’s coming next, and that’s right. Break out those pencils, erasers and scratch paper – and start rewriting these ads to include the missing elements.

Each day for the next month, practice writing the ten best ads for an hour, just the way they were originally written. Pick out ten of the worst ads, analyze those ads, and then practice rewriting those until they measure up to doing the job they were intended to do.

Once you’re satisfied that the ads you’ve rewritten are perfect, go back into each ad and cross out the words that can be eliminated without detracting from the ad. Classified ads are almost always “finalized” in the style of a telegram.

EXAMPLE: I’ll arrive at 2 o’clock tomorrow afternoon, the 15th. Meet me at Sardi’s. All my love, Jim.

EDITED FOR SENDING: Arrive 2pm – 15th – Sardi’s. Love, Jim.

CLASSIFIED AD: Save on your food bills! Reduced prices on every shelf in the store! Stock up now while supplies are complete! Come on in today, to Jerry’s Family Supermarkets!

EDITED FOR PUBLICATION: Save on Food! Everything bargain priced! Limited Supplies! Hurry! Jerry’s Markets!

It takes dedicated and regular practice, but you can do it. Simply recognize and understand the basic formula – practice reading and writing the good ones – and rewriting the bad ones to make them better. Practice, and keep at it, over and over, every day – until the formula, the idea, and the feel of this kind of ad writing becomes second nature to you. This is the ONLY WAY to gain expertise in writing good classified ads.

DISPLAY ADVERTISEMENTS

A display or space ad differs from a classified ad because it has a headline, layout, and because the style isn’t telegraphic. However, the fundamentals of writing the display or space ad are exactly the same as for a classified ad. The basic difference is that you have more room in which to emphasize the “master formula.”

Most successful copywriters rate the headline and/or the lead sentence of an ad as the most important part of the ad, and in reality, you should do the same. After all, when you ad is surrounded by hundreds of other ads, and information or entertainment, what makes you think anyone is going to see your particular ad?

The truth is, they’re not going to see your ad unless you can “grab” their attention and entice them to read all of what you have to say. Your headline, or lead sentence when no headline is used, has to make it more difficult for your prospect to ignore or pass over, than to stop and read your ad. If you don’t capture the attention of your reader with your headline, anything beyond is useless effort and wasted money.

Successful advertising headlines – in classified ads, your first three to five words serve as your headline – are written as promises, either implied or direct. The former promises to show you how to save money, make money, or attain a desired goal. The latter is a warning against something undesirable.

EXAMPLE OF A PROMISE: Are You Ready To Become A Millionaire – In Just 18 Months?

EXAMPLE OF A WARNING: Do You Make These Mistakes In English?

In both of these examples, I’ve posed a question as the headline. Headlines that ask a question seem to attract the reader’s attention almost as surely as a moth is drawn to a flame. Once he’s seen the question, he just can’t seem to keep himself from reading the rest of the ad to find out the answer. The best headline questions are those that challenge the reader; that involve his self esteem, and do not allow him to dismiss your question with a simple yes or no.

You’ll be the envy of your friends is another kind of “reader appeal” to incorporate into your headline whenever appropriate. The appeal has to do with basic psychology: everyone wants to be well thought of, and consequently, will read into the body of your ad to find out how he can gain the respect and accolades of his friends.

Wherever and whenever possible, use colloquialisms or words that are not usually found in advertisements. The idea is to shock or shake the reader out of his reverie and cause him to take notice of your ad. Most of the headlines you see day in and day out, have a certain sameness with just the words rearranged. The reader may see these headlines with his eyes, but his brain fails to focus on any of them because there’s nothing different or out of the ordinary to arrest his attention.

EXAMPLE OF COLLOQUIALISM: Are You Developing a POT BELLY?

Another attention-grabber kind of headline is the comparative priced magazine headline: Three For Only $3, Regularly $3 Each! Still another of the “tried and proven” kind of headlines is the specific question: Do You Suffer From These Symptoms. And of course, if you offer a strong guarantee, you should say so in your headline: Your Money Refunded, If You Don’t Make $100,00 Your First Year.

How To headlines have a very strong basic appeal, but in some instances, they’re better used as book titles than advertising headlines. Who Else wants in on the finer things – which your product or service presumably offers – is another approach with a very strong reader appeal. The psychology here being the need of everyone to belong to a group – complete with status and prestige motivations.

Whenever, and as often as you can possible work it in, you should use the word “you” in your headline, and throughout your copy. After all, your ad should be directed to “one” person, and the person reading your ad wants to feel that you’re talking to him personally, not everyone who lives on his street.

Personalize, and be specific! You can throw the teachings of your English teachers out the window, and the rules of “third person, singular” or whatever else tends to inhibit your writing. Whenever you sit down to write advertising copy intended to pull the orders – sell the product – you should picture yourself in a one-on-one situation and “talk” to your reader just as if you were sitting across from him at your dining room table. Say what you mean, and sell HIM on the product your offering. Be specific and ask him if these are the things that bother him – are these the things he wants – and he’s the one you want to buy the product…

The layout you devise for your ad, or the frame you build around it, should also command attention. Either make it so spectacular that it stands out like lobster at a chili dinner, or so uncommonly simple that it catches the reader’s eye because of its very simplicity. It’s also important that you don’t get cute with a lot of unrelated graphics and artwork. Your ad should convey the feeling of excitement and movement, but should not tire the eyes or disrupt the flow of the message you are trying to present.

Any graphics or artwork you use should be relevant to your product, it’s use and/or the copy you have written about it. Graphics should not be used as artistic touches, or to create an atmosphere. Any illustrations with your ad should compliment the selling of your product, and prove or substantiate specific points in your copy.

Once you have your reader’s attention, the only way you are going to keep it, is by quickly and emphatically telling him what your product will do for him.

Your potential buyer doesn’t care in the least how long it’s taken you to produce the product, how lone you have been in business, nor how many years you’ve spend learning your craft. He wants to know specifically how he is going to benefit form the purchase of your product.

Generally, his wants will fall into one of the following categories: Better health, more comfort, more money, more leisure time, more popularity, greater beauty, success and/or security.

Even though you have your reader’s attention, you must follow through with an enumeration of the benefits you can gain. In essence, you must reiterate the advantages, comfort and happiness he’ll enjoy – as you have implied in your headline.

Mentally picture your prospect – determine his wants and emotional needs – put yourself in his shoes, and ask yourself: If I were reading this ad, what are the things that would appeal to me? Write your copy to appeal to your reader’s wants and emotional needs/ego cravings.

Remember, it’s not the “safety features” that have sold cars for the past 50 years – nor has it been the need of transportation – it has been, and almost certainly always will be the advertising writer’s recognition of people’s wants and emotional needs/ego cravings. Visualize your prospect, recognize his wants and satisfy them. Writing good advertising copy is nothing more or less than knowing “who” your buyers are; recognizing what he wants; and then telling him how your product will fulfill each of those wants. Remember this because it’s one of the “vitally important” keys to writing advertising copy that does the job you intend for it to do.

The “desire” portion of your ad is where you present the facts of your product; create and justify your prospect’s conviction, and cause him to demand “a piece of the action” for himself.

It’s vitally necessary that you present “proven facts” about your product because survey results show that at least 80% of the people reading your ad – especially those reading it for the first time – will tend to question its authenticity.

So, the more facts you can present in the ad, the more credible your offer. As you write this part of your ad, always remember that the more facts about the product you present, the more product you’ll sell. People want facts as reasons, and/or excuses for buying a product – to justify to themselves and others, that they have not been “taken” by a slick copywriter.

It’s like the girl who wants to marry the guy her father calls a “no good bum.” Her heart – her emotions – tell her yes, but she needs to nullify the seed of doubt lingering in her mind – to rationalize her decision to go on with the wedding.

In other words, the “desire” portion of your ad has to build belief and credibility in the mind of your prospect. It has to assure him of his good judgment in the final decision to buy – furnish evidence of the benefits you have promised – and afford him a “safety net” in case anyone should question his decision to buy.

People tend to believe the things that appeal to their individual desires, fears and other emotions. Once you have established a belief in this manner, logic and reasoning are used to support it. People believe what they “want” to believe. Your reader “wants” to believe your ad if he has read it through this far – it is up to you to support his initial desire.

Study your product and everything about it – visualize the wants of your prospective buyers – dig up the facts, and you’ll almost always find plenty of facts to support the buyer’s reasons for buying.

Here is where you use results of tests conducted, growing sales figures to prove increasing popularity, and “user” testimonials or endorsements. It’s also important that you present these facts – test results, sales view, and not that of the manufacturer.

Before you end this portion of your ad and get into your demand for action, summarize everything you’ve presented thus far. Draw a mental picture for your potential buyer. Let him imagine owning the product. Induce him to visualize all of the benefits you have promised. Give him the keys to seeing himself richer, enjoying luxury, having time to do whatever he would like to do, and with all of his dreams fulfilled.

This can be handled in one or two sentences, or spelled out in a paragraph or more, but it is the absolute ingredient you must include prior to closing the sale. Study all the sales presentations you have ever heard – look at every winning ad – this is the element included in all of them that actually makes the sale for you. Remember it, use it, and don’t try to sell anything without it.

As Victor Schwab puts is so succinctly in his best selling book, How To Write A Good Advertisement: Every one of the fundamentals in the “master formula” is necessary. Those sitting across from him at your dining people who are “easy” to sell may perhaps be sold even if some of these factors are left out, but it’s wiser to plan your advertisement so that it will have a powerful impact upon those who are “hardest” to sell. For, unlike fact-to-face selling, we cannot in printed advertising come to a “trial close” in our sales talk – in order to see if those who are easier to sell will welcome the dotted line without further persuasion. We must assume that we are talking to the hardest ones – and that the more thoroughly our copy sells both the hard and the easy, the better chance we have against the competition for the consumer’s dollar – and also the less dependent we will be upon the usual completely ineffective follow through on our advertising effort which later takes place at the sales counter itself.

ASK FOR ACTION! DEMAND THE MONEY!

Lots of ads are beautiful, almost perfectly written, and quite convincing – yet they fail to ask for or demand action form the reader. If you want the reader to have your product, then tell him so and demand that he send his money now. Unless you enjoy entertaining your prospects with your beautiful writing skills, always demand that he complete the sale now, by taking action now – by calling a telephone number and ordering, or by writing his check and rushing it to the post office.

Once you have got him on the hook, land him! Don’t let him get away!

Probably, one of the most common and best methods of moving the reader to act now, is written in some form of the following:

All of this can be yours! You can start enjoying this new way of life immediately, simply by sending a check for $XX! Don’t put it off, then later wish you had gotten in on the ground floor! Make out that check now, and “be IN on the ground floor!” Act now, and as an “early-bird” buyer, we’ll include a big bonus package – absolutely free, simply for acting immediately! You win all the way! We take all the risk! If you are not satisfied, simply return the product and we will quickly refund your money! Do it now! Get that check on its way to us today, and receive the big bonus package! After next week, we won’t be able to include the bonus as a part of this fantastic deal, so act now! The sooner you act, you more you win!

Offering a reward of some kind will almost always stimulate the prospect to take action. However, in mentioning the reward or bonus, be very careful that you don’t end up receiving primarily, requests for the bonus with mountains of requests for refunds on the product to follow. The bonus should be mentioned only casually if you are asking for product orders; and with lots of fanfare only when you are seeking inquiries.

Too often the copywriter, in his enthusiasm to pull in a record number of responses, confuses the reader by “forgetting about the product,” and devoting his entire space allotted for the “demand for action” to sending for the bonus. Any reward offered should be closely related to the product, and a bonus offered only for immediate action on the part of the potential buyer.

Specify a time limit. Tell your prospect that he must act within a certain time limit or lose out on the bonus, face probably higher prices, or even the withdrawal of your offer. This is always a good hook to get action.

Any kind of guarantee you offer always helps you produce action from the prospect. And the more liberal you can make your guarantee, the more product orders you will receive. Be sure you state the guarantee clearly and simply. Make it so easy to understand that even a child would not misinterpret what you are saying.

The action you want your prospect to take should be easy – clearly stated – and devoid of any complicated procedural steps on his part, or numerous directions for him to follow.

Picture your prospect, very comfortable in his favorite easy chair, idly flipping through a magazine while “half-watching” TV. He notices your ad, reads through it, and he is sold on your product. Now what does he do?

Remember, he’s very comfortable – you have “grabbed” his attention, sparked his interest, painted a picture of him enjoying a new kind of satisfaction, and he is ready to buy…

Anything and everything you ask or cause him to do is going to disrupt this aura of comfort and contentment. Whatever he must do had better be simple, quick and easy!

Tell him without any ifs, ands or buts, what to do – fill out the coupon, include your check for the full amount, and send it in to us today! Make it as easy for him as you possibly can – simply and dirert. And by all means, make sure your address is on the order form he is supposed to complete and mail in to you – your name and address on the order form, as well as just above it. People sometimes fill out a coupon, tear it off, seal it in an envelope and don’t know where to send it. The easier you make it for him to respond, the more responses you’ll get!

There you have it, a complete short course on how to write ads that will pull more orders for you – sell more of your product for you. It’s important to learn “why” ads are written as they are – to understand and use, the “master formula” in your own ad writing endeavors.

By conscientiously studying good advertising copy, and practice in writing ads of your own, now that you have the knowledge and understand what makes advertising copy work, you should be able to quickly develop your copywriting abilities to produce order-pulling ads for your own products. Even so, and once you do become proficient in writing ads for your own products, you must never stop “noticing” how ads are written, designed and put together by other people. To stop learning would be comparable to shutting off from the rest of the world.

The best ad writers are people in touch with the world in which they live. Everytime they see a good ad, they clip it out and save it. Regularly, they pull what makes them good, and why they work. There’s no school in the country that can give you the same kind of education and expertise so necessary in the field of ad writing. You must keep yourself up-to-date, aware of, and in-the-know about the other guy – his innovations, style, changes, and the methods he is using to sell his products. On-the-job training – study and practice – that’s what it takes – and if you have got that burning ambition to succeed, you can do it too!

QUESTIONS & ANSWERS

1. WHAT’S THE MOST PROFITABLE WAY TO USE CLASSIFIEDS…

Classifieds are best used to build your mailing list of qualified prospects. Use classified to offer a free catalog, booklet or report relative to your product line.

2. WHAT CAN YOU SELL “DIRECTLY” FROM CLASSIFIEDS…

Generally, anything and everything, so long as it doesn’t cost more than five dollars which is about the most people will pay in response to an offer in the classifieds. These types of ads are great for pulling inquiries such as: Write for further information; Send $3, get two for the price of one; Dealers wanted, send for product info and a real money-maker’s kit!

3. WHAT ARE THE BEST MONTHS OF THE YEAR TO ADVERTISE…

All twelve months of the year! Responses to your ads during some months will be slower in accumulating, but by keying your ads according to the month they appear, and a careful tabulation of your returns from each keyed ad, you will see that steady year round advertising will continue to pull orders for you, regardless of the month it’s published. I’ve personally received inquiries and orders from ads placed as long as 2 years previous to the date of the response!

4. ARE MAIL ORDER PUBLICATIONS GOOD ADVERTISING BUYS…

The lease effective are the ad sheets. Most of the ads in these publications are “exchange ads,” meaning that the publisher of ad sheet “A” runs the ads of publisher “B” without charge, because publisher “B” is running the ads of publisher “A” without charge. The “claimed” circulation figures of these publications are almost always based on “wishes, hopes and wants” while the “true” circulation goes out to similar small, part-time mail order dealers. Very poor medium for investing advertising dollars because everybody receiving a copy is a “seller” and nobody is buying. When an ad sheet is received by someone not involved in mail order, it is usually given a cursory glance and then discarded as “junk mail.”

Tabloid newspapers are slightly better than the ad sheets, but not by much! The important difference with the tabloids is in the “helpful information” articles they try to carry for the mail order beginner. A “fair media” for recruiting dealers or independent sales reps for mail order products, and for renting mailing lists, but still circulated amongst “sellers” with very few buyers. Besides that, the life of a mail order tab sheet is about the same as that of your daily newspaper.

With mail order magazines, it depends on the quality of the publication and its business concepts. Some mail order magazines are nothing more than expanded ad sheets, while others – such as BOOK BUSINESS MART – strive to help the opportunity seekers with on-going advice and tips he can use in the development and growth of his own wealth-building projects. Book Business Mart is not just the fastest growing publication in the mail order scene today; it’s also the first publication in more than 20 years to offer real help anyone can use in achieving his own version of “The American Dream” of building one’s own business form a “shoestring beginning” into a multi-million dollar empire!

5. HOW CAN I DECIDE WHERE TO ADVERTISE MY PRODUCT…

First of all, you have to determine who your prospective buyers are. Then you do a little bit of market research. Talk to your friends, neighbors and people at random who might fit this profile. Ask them if they would be interested in a product such as yours, and then ask them which publications they read. Next, go to your public library for a listing of the publications of this type from the Standard Rate & Data Service catalogs.

Make a list of the addresses, circulation figures, reader demographics and advertising rates. To determine the true costs of your advertising and decide which is the better buy, divide the total audited circulation figure into the cost for a one inch ad: $10 per inch with a publication showing 10,000 circulation would be 10,000 into $10 or 10¢ per thousand. Looking at the advertising rates for Book Business Mart, you would take 42,500 into $15 for an advertising rate of less that THREE TENTHS OF ONE CENT PER THOUSAND. Obviously, your best buy in this case would be Book Business Mart because of the lower cost per thousand.

Write and ask for sample copies of the magazines you have tentatively chosen to place your advertising in. Look over their advertising – be sure that they don’t or won’t put your ad in the “gutter” which is the inside column next to the binding. How many other mail order type ads are they carrying – you want to go with a publication that’s busy, not one that has only a few ads. The more ads in the publication, the better the response the advertisers are getting, or else they wouldn’t be investing their money in that publication.

To “properly” test your ad, you should let it run through at least three consecutive issues of any publication. If your responses are small, try a different publication. Then, if your responses are still small, look at your ad and think about rewriting it for greater appeal, and pulling power. In a great many instances, it’s the ad and not the publication’s pulling power that’s at fault!

Steve Cownley

http://www.general-info.890m.com/generalinfo/

Warwick University

Contact Details:

University of Warwick

Coventry

CV4 7AL

Tel: +44 (0)24 7652 3523

Online:

http://www.warwick.ac.uk

http://www.sunion.warwick.ac.uk/

Interesting facts:

61% of students are undergraduates.

The sky diving team are recent British champions.

Jenny Bond, Timmy Mallet, Frank Skinner, Steven Pile (Writer), Sting, Simon Mayo and James King (BBC Radio 1 Film Critic) all attended Warwick university.

Guide:

There is one main university library with over one million books and a large collection of journals, magazines and electronic research facilities. There are also two smaller research libraries in the Biology and Maths departments. Overall the library facilities are good, but there are times when the one thousand six hundred study places and limited building size make it feel a bit cramped. There are around 900 workstations at various locations around campus including the main computer centre and the library. This is nowhere near enough and students would be well advised to bring their own machine. If you don’t have one the union sells second hand equipment. Also, students living in university accommodation can connect to the college’s broadband network. Warwick has a great range of sports facilities, which are free to students and staff. The Sports Centre has a gym, weight training facilities, squash courts, a climbing wall, a pool and a sauna. There are also sports fields for virtually every sport, including American football, and at Westwood there is an athletics track, another smaller pool and a dance studio. The Students’ Union has a range of sports clubs that cater for all levels of ability. Disabled students are very well catered for with services including ramps, lifts, induction loops, carer accommodation and Braille signs. Welfare is well organised and gives good general advice as well as specific information on physical and mental health. There are plenty of counsellors and a sabbatical welfare officer. There is a health centre and pharmacy on site and for staff or students who live on campus and have children there is a small nursery. 24 hour security means that crime on campus is extremely low and a night shuttle bus transports students around the campus to key drop off points and halls of residence. There is everything you could ever need shop wise on campus. An Endsleigh insurance shop, vending machines, a launderette, a hairdresser, the list goes on. There are also a small grocer and a bigger supermarket. Other food retailers can be found quite nearby. There are also branches of HSBC, Nat West and Barclays on campus.

Wheres my nearest…

…PUB?

New Varsity is the nearest pub at 0.58 miles from the university.

…CLUB?

Careys 2.52 miles from the main campus is the nearest club.

…CINEMA?

The nearest cinema is an Apollo Cinema in Leamington Spa 6.36 miles away.

…OFF LICENCE?

The nearest off licence is Cannon Hill News 0.86 miles away.

…TAKEAWAY?

Rainbow Chinese Takeaway is 1.02 miles from the main campus.

…GYM & LEISURE CENTRE?

Fitness First is 0.49 miles away.

…SWIMMING POOL?

The nearest pool is Abbey Fields 2.29 miles away.

…SUPERMARKET?

There is a TESCO 0.61 miles from the university.

…SHOPPING CENTRE?

Cannon Park Shopping Centre is just 0.61 mile away from the main campus.

…DOCTORS?

The nearest doctor is the University Of Warwick Health Centre on campus.

…CHEMIST?

There is a Boots just 0.61 miles away in the Cannon Park Shopping Centre

…OPTICIANS?

The nearest opticians is a G J Harvey in the Cannon Park Shopping Centre

…DENTIST?

The nearest dentist is J K Dhaliwal 0.95 miles from the university.

If you are reading this you probably are looking for a way to improve an important aspect of your life; your financial position. The idea of getting rich quick is grand but the possibility that it will happen overnight is slim. The programs you can find are often sold to the general population by a company looking to mass market information in order to generate a profit. If there were an easy button or magic potion, wouldn’t we all be rich by now? What it takes to get rich is working hard and working smart. Let’s not discount the fact that there are individuals that have hit the lottery or developed a product that put them in the millionaire’s club seemingly overnight but their numbers are few.

 

Then where can you start? The first steps to improving your financial position and building wealth is awareness and action.

 

Know Your Current Situation.

 

If you are going to build something you have to start with a strong foundation. It is important to understand what money you have coming in and were it goes every month. I suggest you keep a spending journal for one month. Every day, jot down everything you spend. Be it paying bills, buying food, entertainment, it doesn’t matter what it is, if it costs money, write it down. Knowing your current situation will help you determine if you income is higher than your expenditures. Once you have determined where your money is going, you may be surprised at how much you are spending on things that is absolutely worthless. I personally liked my coffee in the morning; I determined that I spent over $1000.00 a year on my daily stops to the gas station. That is insane, and I couldn’t even account for the many times I would grab a pop or a granola bar. It all adds up. I switched to making coffee in the morning before I left; cutting the cost by a huge amount and stopping me from making those mindless purchases that drained my available cash.

 

Understand Your Debt

 

Debt has been accepted and encouraged by society as a way of life. This way of thinking is contradictory to building your wealth. Money owed reduces your net worth and is a barrier between you and saving money. There are different types of debt. First, make a list of all debt that you owe. Categorize the list into these sections. A. Home mortgages and transportation. B. Credit cards and anything that generates interest that increases the debt level. C. Anything late or potentially damaging to your credit. D. Miscellaneous debt such as that loan from Aunt Maggie last year. Once it is categorized, it will be easier to gain a perspective on the actions that you will need to take. Your priority should be taking care of any debt that is currently late, damaging your credit, or growing due to high interest and minimum payments.

 

Work To Eliminate Debt

 

I know, I am telling you to spend your money when you are trying to get more of it but trust me; this is the real way to get rich! You took the time hopefully to list your debt into the different categories. Now, take anything that is late and make it your priority. If everything is current, knock out any small bills that you can eliminate quickly. These small successes will keep you motivated and free up what you have available to pay down on the larger debt. Pick a debt to begin to focus on. My best advice is to choose the debt that is charging the highest amount of interest. The more you pay down, the less they will be tacking on in interest at the end of every billing cycle.

Know Your Credit Score

 

Your credit score affects many aspects of your life beside your ability to get a loan. Opening accounts and getting a job just to name a few. Your payment history along with debt level and public information such as a bankruptcy all play a part in the score. I strongly suggest you get a copy of your credit report and review it for errors. You can log on to www.annualcreditreport.com for a free copy of your credit report. Also, there are sites available to help you obtain and manage your credit report for different varying fees. If your credit needs work or if you had problems with identity theft, I suggest you begin working with one of these organizations. You need to know what is on that report, everyone else does.

 

Eliminate Hidden Costs

 

Any drain on your available cash will add up over time. Making a payment late that generates a fee, annual fees on credit cards, monthly fees for bank accounts are all unnecessary. Review each account to see if they are taking on any charges. Paying a fee for a checking account is ludicrous these days. The banks are competing for your business. You can find many accounts by searching the internet, no fees, some with higher yield interest rates if you open a checking account at the same time, others have programs available that reward you for simply doing business with them. If you have open lines of credit search for options to transfer into a lower interest rate, any reduction in continuing expenses are a few more dollars toward your financial success. Avoid doing a debt consolidation loan that stretches your payments out for longer periods, yes it looks good on paper, lower payments and even lower interest but averaged out over time it will cost more in interest.

 

Plan For Emergencies

 

Many experts say that you should have at least three months worth of living expenses put away. Reality has most of us living paycheck to paycheck. When something like a car repair comes up, we find ourselves putting off important payments in order to get the emergency taken care of forcing a game of catch up often times for months after. Start with a lower amount. Have a garage sale, sell stuff that you really don’t need, do whatever it takes to set aside $1000.00 for emergencies. Statistics show that having that amount set aside will often take care of the emergencies that crop up. The emergency fund should be held where it is not accessible for simple purchases and no, pizza and a movie are not constituted as an emergency. If you find yourself having to dip into the emergency fund, stop paying extra on the debt until you have replenished it.

Set Goals

 

Having a plan is the only way to work for something. How often would you jump in your car to go on vacation without a destination in mind? It may sound like fun but at some point you are going to have to make a decision. So why on earth we try to stumble through life without a plan is beyond me. Goal setting can be kind of scary. Why? Because you are committing yourself to accomplish something that we are not quite sure how we are going to get there, so the fear of failure comes into play. Its ok, everyone goes through it. Write down what you would like to achieve. Make them big because you are going set some time limitations and plan the actions that you need to take to get there, one step at a time. That is how we learned to walk isn’t it? Break down each goal into actions that have to occur in order to accomplish it. Make sure that each action is not complicated, if there is more than one thing that has to happen to finish the action, break it down further. Write down tentative deadlines for achieving each action. Leave room next to the date to write down when the action actually was completed. Post your goals somewhere that you will read them every day. I like to suggest the refrigerator. I know I visit mine frequently enough! This is your map. Review them monthly to add or modify, we know that life brings about surprises, good and bad, we have to be able to adapt. Finally, talk about your goals, vocalizing them will further cement your commitment to them and to yourself. If you find that people are negative toward your desire to change your situation, realize that often times they are jealous of your motivation and truly want the same for themselves.

 

Learn to Save

 

As you begin to pay down your debt, you should be finding yourself with more available cash. An aggressive goal for saving money would be 10% of your income. It is hard to save as often times when bills are getting paid we feel a sense of freedom and want to enjoy the finer things in life. That is ok, after you have met the goal of saving money. I myself, being a normal American, have a tough time committing money to savings; it is easier if I am working toward something. My goal of purchasing a home is my motivator. That still doesn’t seem to work all the time, so I have found avenues to increase my saving. I found a bank account that every time I use my debit card, it rounds my purchase to an even amount and transfers the change into my savings account. The really cool thing about it is the bank actually matches the amount up to $250.00 per year. Folks that is free money!

 

Adjust To Set-Backs

 

Let’s face it, stuff does happen. When the unexpected occurs, you have to be diligent enough to sit down and refigure your plan of action. Whether a major set back or something minor, it is very easy for us to throw our hands up and give up the fight. It may be tough but remember, procrastination and complacency are evil monsters and often times the reason we find ourselves in situations that are undesirable. Rework your budget, rework your goals, rework your commitment, but do not give up. You wanted to build wealth right? Very little worth having comes easily regardless of the get rich quick programs you can buy for $29.99 on the internet. Who is getting rich when you buy one of those anyway? Don’t take my word for it, just look at where you are and see what has worked the best for you so far.

 

Start Today

 

In closing, I want to touch base on when you should start. TODAY!!! It is human nature to pick a time and date to create a basis of measurement. That is fine but why put two more weeks out of your new life to wait for the first of the month? Make the commitment to yourself to begin making changes now. Like I had mentioned earlier, every small success, every bill that goes away, will increase your motivation and confidence. So resolve not to resolve any longer, planning is yet another form of procrastination. I am a planner and a list maker. If I had back every minute that I spent on planning and poured that into action, I would be more than 50% closer to achieving my goals. Keep positive and good luck!

 

 

 

Many people work their whole lives to fulfill the American dream of owning their own home. It is important to be sure you know everything you need to in order to get through the process without having any legal issues arise.

The process begins with deciding where to purchase your new home and ends with the final financial details (the closing). Often finding a suitable attorney to help you with all of the details in between can save you a lot of frustration and heartache during the process.

Where to Buy

The first major decision you have after choosing to buy a home is where you want to look for one. There are several factors you should consider before making any decisions. Whatever your reasons to relocate are, here are some things to consider:

· Are you moving for a job transfer?

· Are you retiring?

· Are you making a lifestyle change?

· What public transportation is available and how long will your commute be?

· What reputation do the schools have?

· Are there recreational facilities?

· What is the cost of living in the area?

These are just some of the questions you want answered before considering any new location.

Financing

When opting to finance a new home, there are different types of mortgages to consider. Fixed and adjustable rate mortgages, 15 and 30 year mortgages, conventional, FHA, VA and no document mortgages are the more common types available. It is important to talk to different mortgage companies and find out what they offer. Each type of mortgage has its own advantages and disadvantages.

If you opt to work with a mortgage broker, be sure you have the following questions answered to your satisfaction before signing anything.

· What is their experience and are they licensed (if necessary in your state)?

· How much will they cost you?

· How will they be paid for their services?

· What are the details of your agreement with the broker and is it all in writing?

· What is the interest rate in the final contract?

· What are the payment terms?

Using an Attorney

If you choose to hire an attorney, be sure they are experienced in real estate law. You are not required in any state to use a real estate attorney, but in some cases it is customary to use one in real property transactions. However, should any problems arise during your buying process, it is recommended that you consult with a qualified attorney before moving forward or signing anything.

Some situations in which you may be wise to contact an attorney are:

· The house has an illegal addition or unit attached to it

· There are tenants living there

· There are problems with the title to the property

Avoid any conflict of interest by refusing to rely on the seller’s or seller’s agent’s legal advice.

Where to buy and how to finance are only two of the decisions you will be required to make when purchasing a new home. There are down payment and insurance issues, inspections, repairs and closing details involved as well.

Whether this is your first or fourth purchase, you would be wise to contact a real estate attorney to help you with making decisions that will affect your future.

So you are an American and you love SUV’s. Top that off with living in Orange County California. Specifically those who live along the coast and in the coastal cities such as Huntington Beach or Malibu are notorious for having SUV’s. Let’s say you love to surf and you have a few buddies who surf too. How do you transport those surfboards to the beach to catch some waves? You might just be the owner of an SUV. Choose your SUV carefully to prevent SUV rollover injury.

There are SUV’s that are referred to as smart SUV’s. These are the ones that have a longer wheel base and have a wider stance between the wheels in the back. Tall and thin SUV’s are top heavy and can roll over very easily. Consumer Reports has a section that you can refer to for the ones that are rated as the best. It is pretty much to your advantage to check out the recommendations. They may help you choose your SUV carefully so that you prevent rollover injury to you or your passengers.

Orange County SUV rollover lawyers can all tell you that the driver usually is caught by surprise when the SUV rolls over so easily. A lot of Huntington Beach and Malibu Beach drivers are not aware that SUV’s should be driven very carefully. You cannot drive them like a regular car or truck. You must take care when cornering an SUV and drive a lot slower in the turns.

Be careful to avoid talking on your cell phone when driving an SUV. These vehicles really need your undivided driving attention, not to mention that talking on the cell phone while driving is now illegal in California. Try to avoid any other distracting activities while driving your SUV. They can flip easily. Never forget that.

Keep your SUV is good working order. Checks tire pressure regularly. Drive safely and don’t corner fast. Most of all do not make sudden jerky movements with the steering wheel. Make sure you and all your passengers are wearing seatbelts. The top heaviness and narrow wheelbase must always be taken into consideration. Installing that surfboard carrier makes the SUV a little taller, but getting that board to its destination safely, is what your want. In the unfortunate event of a SUV rollover accident, remember you can call on the experienced and qualified staffs of professional SUV crash lawyers located throughout Orange County for legal help and advice.

One should also keep the feet clean to prevent more bacteria to infest the wounds, and one should follow the doctor’s advice as closely as possible in order for the ulcer to heal faster. Before we go the heroes of selfish wounds owned by summer not forgotten by fall, it is the colour of old souls and sages, of protection and deep healing for past wounds which still linger and need special healing.

It is suitable for all complexion types and hastens the healing of skin cells, so it’s used on burns, sun-damaged skin, wounds, and rashes. Gotu Kola is one of the most common herbs found in India and is great for healing wounds and dealing with skin disorders. I would never say that bankruptcy is as bad as losing a loved one, but it is life-altering and leaves deep wounds both to the psyche and the credit report.

We do not need fixing self-improvement and much of the network marketing industry bombards us with the ideas that if we fix or change our beliefs, attitudes, old wounds, thinking, goals, financial situation then we will be O. For people who wear ballet heels, it is essential to have toe ails trimmed, for if the nails are long, then they may result in wounds and bleeding. This then helped heal the wounds with the absence of scars.

Rap artists with about as much street credibility as Justin Timberlake overcompensate with bullet wounds and well inked physiques. It promotes healing of wounds; blend with Helichrysum to enhance this effect. It is used to treat burns, wounds and infections to regenerate skin and provide the building blocks needed to rebuild scarred or damaged skin areas.

As nursing is the most diverse of all healthcare professions, nurses have to deal with blood, sputum, faeces, urine, vomiting, and ugly smelly wounds. I had plenty of war wounds, namely bruises on my shins and elbows, but the increase in ability was worth it. Diligently search through them and educate yourself to ensure that you don’t sustain any self-inflicted wounds.

But other than that, honey is also effective in treating burns and wounds and it has been used for this purpose for many centuries. Because of the risk of infection, topical applications should not be made to blistered or open burn wounds, unless under medical supervision. Active blood circulation also means efficient transport of nutrients which attributes to prompt healing of wounds, delayed ageing, a boost in stamina, and improved digestion, dodging disability, enhanced breathing, and rejuvenation of skin and radiation of confidence.

Real strength comes from knowing and honouring our wounds and then owning our projections. He rebuilt ruined churches, built others, he sent overseas to replace lost books and artefacts and all that he possibly could to heal the wounds of the past two centuries of Norse pillage. Hyaluronic Acid also apparently helps to repair skin wounds and certain other problems.

Sadly for Fox – pretty much none of its new series survived the shakeup and they have had to go back to old standards in an attempt to lick their wounds and recover something before American Idol comes on in January. During the final minutes of the game one announcer said of the Oklahoma team, they just want to lick their wounds and go home. It is very effective in promoting early healing of wounds.

Here we can site the names of lavender, which can be used for healing of certain wounds and also for reducing the scars and marks of the skin.

SSON: You wrote Essentials of Shared Services over six years ago. How far do you think the shared services space has changed since then, and what have been the drivers of that change?

Bryan Bergeron: Shared services has gone through the hype curve and survived – largely intact.  The driver has of course been economics – the same driver for outright outsourcing. Shared services has taken off in medicine, where cost savings and tight control are both required. In other industries, where control isn’t as necessary or desired, traditional outsourcing is more popular.

SSON: What do you see as being the biggest advantages of the shared services model?

BB: The biggest advantage of the model is control and retention of knowledge in the enterprise. If you outsource, you may realize short-term profits, but you lose intellectual capital in the long term.

SSON: Much of your work – unsurprisingly, considering your background – has been on technology in the healthcare industry. Shared services is an increasingly popular strategy among healthcare providers: what do you think has been the influence of the healthcare industry on the development of shared services (and vice versa)?

BB: As above, the issue is control.  Healthcare services are tightly controlled, in part because of regulations and in part because of tradition.  I’ve worked with several hospitals over the past year that have moved to a shared services model for a significant percentage of their business operations – especially pharmacy and laboratory services.

SSON: How do you see shared services evolving in the next, say, five years?

BB: Good question.  I think the governance model will continue to evolve to provide a ‘customized’ fit for each industry, based on tradition and standards.

SSON: What’s your opinion of outsourcing as a business strategy?

BB: It’s critical to the survival of many industries. I don’t know of many companies/industries that don’t outsource. The only exception that comes to mind is shoe manufacturers in Korea. They tend to build everything in house, instead of purchasing best of breed components from suppliers.

SSON: What’s the secret to a successful tech implementation?

BB: People. Technology is just a tool. You have to have buy-in and a workable plan that accommodates users and that respects their need for time to change.

SSON: In a nutshell, what are the “Essentials of Knowledge Management”?

BB: Document what you couldn’t do without. If someone or some team in your business improves upon a process, then document it. Otherwise, the process leaves with the person.

SSON: We mentioned your background a minute ago, so let’s look at that and get an impression of you personally: can you tell us a little about your career up to now? How’ve you got to where you are today?

BB: Up to now my career (whatever that is) includes a mix of consulting (80 – 90%%) and traditional academia.  Most of my time is spent on long-term projects, such as ‘chief scientist’ for hire at start-ups.  I’ve also been involved in a large number of business development projects for start-ups.  For the past several years, my major client has been the US military, which has very deep pockets for key projects surrounding homeland security, bioterrorism, nuclear events, and the like.

I’ve kept a formal tie to academia since I finished a post-doctoral fellowship in Medical Informatics at Harvard to keep touch with the theoretical (and often impractical, but occasionally very profitable) side of things. In my consulting, it also helps to have an academic tie, as a seal of approval. My positions at MIT/Harvard have facilitated, for example, obtaining grants from the US Army and others.

Writing continues to be a part of my everyday life.  I edit two magazines (one in robotics, and the other in electronics) and that means a couple editorials every month, at a minimum. I think that writing is a key skill every consultant should develop – it helps to get your name out there.

In terms of business training, I owe my perspectives to my maternal grandparents. Both were second-generation Americans with relatively little education who nonetheless each developed and ran very successful business in the transportation and food industries.

SSON: How do you perceive yourself in terms of your role: do you self-describe (if at all) as a consultant, a doctor, a businessman…?

BB: My self-definition changes with my current activities.  Today, I consider myself a consultant, which is to say an intellectual mercenary of sorts.  It’s a freeing definition, in that it doesn’t lock me down into a given tract or field.

SSON: Tell us a bit about your consultancy Archetype Technologies. What kind of work do you carry out and who are your clients?

BB: At present, my major clients include the US military, Massachusetts General Hospital IHP, and a handful of top-tier technology companies.  For the past several years, I’ve been developing intelligent training systems, serious games, and related technologies for the military.  My role has been ‘Principal Investigator’ on a number of Congressional Grants related to training/evaluating medical first responders to manmade disasters related to warfare.  In these roles, I design systems and hand the designs over to programmers and trainers for the implementation.

Sometimes I intentionally get involved at the hands-on level. For example, in designing surgical instrument interfaces for surgical trainers, I like to work with the hardware and microcontrollers directly.

I’ve done quite a bit of work on data warehouse implementation over the past few years as well, primarily in the Middle East.  I enjoy the travel, and it’s great working with people (many now friends) who appreciate your time.

The top-tier technology companies I mentioned are Fortune 500 companies involved in medical device intellectual property. That is to say, they’re involved in exerting their patent rights in a given market. I assist in evaluating their IP holdings for patent litigation cases and to identify potential infringers. As everyone knows, there’s money in war, and there’s a constant battle in the corporate world over securing and defending intellectual property rights. I really enjoy this work because it demands knowledge of both the underlying technology and patent law, and because the people I work with are highly trained professionals.

SSON: You’ve got a hugely impressive portfolio of published works. How do you find the time?

BB: I make the time, but it’s not a conscious effort. I enjoy writing – I look forward to writing something every day.

Time management is important, as is the “luck” of genetics. From a behaviour perspective, I don’t watch TV. I work out every day, write something every day, and make a point of learning something every day. I also hang out with like-minded people.

Genetically, I’m an early riser and never have required much sleep.  I’m up at 2am, 7 days a week, travel or not.  I get my writing done, work on my top-level projects, and get to the gym or run, before 8am. The rest of the day is open for meetings, etc.

SSON: And, if anything, what are you working on at the moment?

BB: At this moment (this week), I’m:

writing an editorial for one of my magazines; finishing up two SBIR proposals I helped write for a client; evaluating two patents owned by an international communications company for possible infringement by a medical device manufacturer; evaluating learning management systems for training at a local medical college; working on a patent application (for my company).

SSON: What’s the worst business mistake you’ve ever seen anyone make?

BB: Refusing to see “reality”.  A lot of people in business start believing their own marketing materials. I once helped a company develop a market for a device that was never built, and never could be built. In the end, the company folded.

SSON: What’s the most common mistake or bad practice you encounter during your consultancy work?

BB: Failure to change, even when it’s obviously for the better. Most of us are creatures of habit, and it’s easy to stick with the old ways of doing things.

SSON: Of what, in your professional career, are you most proud?

BB: I suppose it’s some of my early software.  Many of the titles were the first in their domains – computer based diet and exercise for consumers and patient simulation for physicians, for example.

SSON: What’s the best advice you’ve ever been given? And did you listen to it?

BB: A marketing consultant once told me never to charge for my time, but for my output – that is the deliverable. Otherwise, there’s no internal incentive to increase efficiency and get more done.  I’ve taken that to heart, and avoid charging “by the hour” unless the client insists. I get the work done as efficiently as I can and then go for run, play my guitar, or spend time with my significant other.

In the cases where the client wants an hourly report, I often find myself torn between simply getting it done ASAP and charging a reasonable time estimate and actually spending the allotted time on the project.  It’s a mindset issue.

SSON: Finally, what’s next for you professionally over the next few years?

BB: I’m going to continue the intellectual property work, in part because it’s innately interesting, and in part because it helps me with my own patent designs. There’s probably a book or two in there somewhere as well.

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We are told that our country is not in a recession, but it certainly appears that way and feels that way to many Americans.  All the signs point in that direction which means that the economy and the job market are chaotic.  Even though there is no career that is absolutely secure in these disorderly times, it is important to take measures to ride out the storm until the economy is more stable.  There are, however, some jobs that handle the fluctuations of the economy much better than others.  Instead of finding yourself headed to the unemployment line, consider finding a career that is more secure and can withstand the turbulent times of a troubled economy.

 Even though there are no careers that are absolutely immune from the poor economic situation, there are some careers that are better able to withstand the recession than others.  Here are a few factors to consider:

*Consider a job that is high in demand. 

*Consider jobs that require special skills.

*Consider jobs that provide necessary goods and services.

*Consider jobs offered by stable and reputable companies.

 According to some recent statistics, there have been some occupations harmed by the economic downturn such as: construction, retail businesses and transportation.  There are some occupations that have been able to withstand the pressures of a troubled economy.  The following is a list of the ones we need to consider in times of a recession:

 *Healthcare and pharmaceutical careers will always have a place in our society.  As people become older and the demand for healthcare increases then more physicians, physicians’ assistants, registered nurses, and pharmacists will be needed to meet the demand.

 *Education will be necessary to meet the demand of educating children, youth and young adults at many educational levels. Therefore, there will always be a need for teachers and educational administrators across our nation.

 *Sales-Marketing careers are of value because these positions often help to increase business and save money for the company.

 *Computer-Technology careers with emphasis on managing databases and programming software are more secure in their jobs.  Having the specialized skills of being able to know the inner workings of computers and being able to work with complex computer systems will give you an advantage.

 *Accounting careers will continue to be needed as tax laws change and more laws imposed on the nation.  Careers in accounting remain secure during recessions.

 *Environmental careers should remain a secure area of employment since the green movement is in demand.  It may be a good time to consider a career in an environmental field.

 Careers that offer advice on how to stretch the dollar are usually in demand. Play it smart and plan ahead by preparing for careers that are high in demand and fine-tune your skills to bring value and benefit to the organization.