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    7.9 of 10 on the basis of 4127 Review.
     

     

     

     

     

     

         
     
    Tips On Cleaning Up After Pets

     

    Between muddy paws, fur on upholstered furniture, odors and occasional accidents, we can spend quite a bit of time cleaning up after our furry friends. The experts at Merry Maids offer pet owners the following tips for keeping a clean home and tackling the most common problems. * Minimizing the mess: Cleaner pets mean a cleaner house. Bathe and brush your pets regularly to minimize the amount of pet hair and dander and to help eliminate odors. Keep a lint brush or damp sponge handy to quickly pick up loose pet hair. * Removing pet hair: On carpeting, use a vacuum with a good beater brush or brush roll to remove pet hair. On upholstery, use velour brushes, tape rollers or even the rubber bottom of a clean tennis shoe and remove the fur using light, even strokes. * Lifting stains: Dilute spots using a damp cloth, then clean the area with one quart of water mixed with one teaspoon white vinegar. Cleaning solutions from your local pet store or supermarket also work well in lifting stains and odors. Be sure to follow the label directions and allow them to work for the full amount of time indicated. When your pet has stomach problems, clean up these accidents quickly, as the acidity can stain your carpet. Treat the affected area using a professional carpet detergent and rinse with clean hot water. Extract the soiled solutions away from the carpet.



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    Common Ingredients Used In Makeup The Basic Rundown

     

    Acid: Acids are sometimes used in small quantities to adjust the pH of a product. There are a few different kinds: Citric, boric, phosphoric, sulphuric, hydrochloric and lactic. Alcohol: Most commonly used as a lubricant or emollient. These alcohols aren’t drying to the skin. Almond: Most products add almond kernels to act as a gentle scrub for your skin. It removes dead skin cells and helps clean dirt out of the pores. Aloe: This is very common in beauty products as its known for its healing and soothing properties. Aloe juice is also very beneficial for the skin. Camphor: This comes from the wood of the camphor tree and is known for its soothing properties. Coconut Oil: This oil is best known for its lubricating, soothing and cleansing properties. It is mainly used in shampoos or soaps. Collagen: This is best known for assisting in the elasticity of your skin. The collagen that is found in cosmetics actually comes from animals. Formaldehyde: This is basically just a gas used in products that acts as a preservative and disinfectant. Glycerine: This comes from animal fats and is used as an emollient. Laureth: This is the emollient that comes from coconut oil. Oleic Acid: This is a fatty acid that comes from olives. Seaweed: We all know what seaweed is but it is used to thicken some cosmetics and products. Soy Oil: This comes from the soybean and is used in moisturizers and conditioners. Talc: Talc is a soft mineral that is usually used to make talcum powder. It is also used in cosmetics such as powders to help with coverage. Urea: This is a compound that can be formed in the body but can also be made as a synthetic version.. Witch Hazel: Witch Hazel comes from the witch hazel shrub but is also mixed with alcohol to give it cleansing properties. Zinc Oxide: This is a white coloured powder added to cosmetics for pigment.



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    3 Hot Tips To Seize Your Goals

     

    Before you decide whether a single goal fits into your goals program, you should work that goal through a process that can help determine whether you should be pursuing this goal at the current time. This can take considerable time but it can save you much time and frustration by eliminating goals that are not for you at this time and helping to identify what you need to focus on now. 1. Target in on your goal: Your goal must be specific, measurable, attainable, realistic, and timely. Remember: Some goals must be big and some goals must be long range. Significant goals must be broken down into smaller parts to ensure daily accountability. For example, if you want to lose 50 pounds this year, you can break that down to a goal of 4 pounds a month or 1 pound a week and then figure out how many calories you need to cut out or burn off to achieve that weekly weight loss. 2. Identify how you benefit from the goal: People often fail to reach their goals because they concentrate on the costs rather than the benefits. “If I lose the weight,” they reason, “I’ll have to give up this and do that.” Or “If I quit smoking, I know that I’ll gain weight and be miserable and difficult to get along with.” Instead of concentrating on the negatives, think of the benefits that you’re going to enjoy. As you set goals, make a list of the tangible rewards that will be yours when you reach each goal. Each time you begin to ask yourself whether pursuing a goal is worth the effort, simply take out the list of benefits and read them aloud again. 3. List the obstacles that stand between you and your goal: You need to identify obstacles in order to be realistic and avoid being surprised. People have experienced many times that they had no idea that pursuing such and such a goal was going to be so demanding, require so much effort, take so long, and involve so many unexpected pitfalls. Careful planning in advance eliminates much of this disappointment, but you must understand that you can’t always see the roadblocks ahead. That’s why commitment, attitude, responsibility, and focus on the benefits remain constant necessities. Patience is also extremely important. Just remember that by keeping yourself focused on the goal, you can see the benefits and not just the obstacles. Very few people get excited about obstacles. A mammoth traffic jam when you’re in a big hurry or a bad cold just before a long planned vacation doesn’t create excitement in your life. Disappointments or setbacks of any kind are seldom viewed with enthusiasm. Yet those very difficulties should generate excitement, if for no other reason than that overcoming obstacles makes you strong and enables you to soar to greater heights.



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    Butea Superba Supports Healthy Cardiovascular System

     

    Here are a few basics of what this broad subject has to offer up to any individual who wants to know more about it. Butea superba is Thailands endemic species and was used as traditional medicine for tonic and rejuvenile for a long time in Thailand. It is a big vine grown in association with the trees. The long underground tuberous root accumulate many phytochemicals that are very benefit to human health. Chemical properties; the fallout from the lessons of researchers and acadamics confirmed that these chemicals are non mutagenic and could induce vasodilation especially at the penis with very similar reply as did by Viagra but smoothly and therefore elevate its erectile performance. The goods Percolated from our party has been tested in many countries and confirms that it factory in habitual male as well as most of the Erectile Dysfunction male. While the commercial Erectile Dysfunction treated drug is a great interested produce despite its dangerous adverse cause which some are connected to death, a herbal produce such as Butea superba with soft but cautious action should be an alternative. In the beginning of this article, we went over the basics. Now, we will look at this topic a little more in depth. Researchers and acadamics had found that Butea superba food could be in both forms, down produce such as a health food produce and a topical application produce such as a gel makeup product. In closing, it will benefit you to seek out other resources on this topic if you feel that you dont yet have a firm understanding of the subject matter. Our Special Line of Products For Men Men, here is a product that is designed just for your sexual needs. If you have been having difficulty with erections, and with staying power, here is just what you need to ensure your better sexual health. We have two great products with you in mind. • Vitro Butea Gel (120g) Use in morning and evening. • Butea Superba Capsules (60 capsules / box) Take 2 capsules twice a day. These products are just the thing that your love life needs in order to keep it going. While none may know your secret your lover will sure come to appreciate it! Right now you could be one your way to the start of bigger and better things. We encourage you to visit our order page now, and order the fine products of your choice. After all, you only live once, and this order could be the first day of a great life to come. butea superba. net/



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    Does Chiropractic Care Really Make Sense

     

    The Role of Chiropractic in Treatment Beyond the Resolution of Symptoms Do you have the same nagging injury that never seems to go away? Are you suffering needlessly with pain? Are you fed up with taking painkillers? Do you want to find out what is causing your pain? If your answer is ‘yes’ to any of these questions, then chiropractic may be a solution for you. Typically, the chiropractic patient enters the office with some kind of pain. Back pain, neck pain, hip pain, leg pain, arm pain, shoulder pain, etc. comes in all different shapes and sizes. However, all of these pains share one common thread, they are all symptoms. Symptoms tell you that something in your body has gone wrong. They serve as a warning system to alert you of a deeper problem. Healing occurs regardless of the symptom/s experienced. The quality of healing depends on the effectiveness of locating and addressing the cause. Many people in today’s society experience pain due to abnormal structure of the neuromusculoskeletal system. The neuromusculoskeletal system comprises the human frame and posture. Abnormal postural structure not only predisposes the human body’s systems to abnormal function, but may ultimately result in an injury or chronic condition. Altered alignment of the human frame may lead to poor healing and repair of the body tissues. These architectural and pathological changes may occur in muscle, ligament, bone and central/peripheral nervous system. Chiropractic aims at therapeutically restoring these pathological deformations of the neuromusculoskeletal system and spine to allow for optimum function of the human frame and nervous system. Correct spinal mechanics and the health of the whole neuromusculoskeletal system are interdependent. Therefore, chiropractic treatment focuses on restoring proper spinal mechanics which will, in turn, influence the function of the nervous system. Chiropractic rehabilitation enhances the healing process and assists the body in its efforts to heal itself by controlling the long term degenerative changes in the human frame and posture. Care is based upon the human process of healing. The healing process is categorized into fairly distinct progressive stages. Consequently, conservative chiropractic rehabilitative care flows with these stages. It is not the intention of this article to provide an in depth review of rehabilitative chiropractic care and/or the healing process; rather, the purpose is to highlight some of the pertinent concepts in understanding how one can achieve better health through chiropractic care. Acute inflammatory stage. This initial stage of response to injury lasts up to 72 hours. The goals of care during this phase of healing are directed at reducing the reactive inflammatory response and eventual removal of debris from the tissues. Clinical management includes the use of chiropractic adjustments, ice, heat, gentle range of motion exercises, and passive stretching. Repair stage. The repair stage lasts from 72 hr. up to 6 wk. and is characterized by the synthesis and deposition of collagen (scar formation) in an attempt to regenerate damaged tissue. During this stage the body’s main concern is the increase of the quantity of collagen to replaced damaged tissue. However, this new scar formation is not fully oriented in the right direction and is of a mechanically inferior quality. Clinical goals during this phase include freeing early adhesions and maintaining muscular tone and ligamentous integrity. Remodeling stage. This stage lasts from 3 wk. to 12 months or more (depending on the severity of the injury), during which time the collagen scar is remodeled to increase the function of the new tissue. The rehabilitative goals primarily involve improving the quality, orientation and strength of the collagen. This is accomplished by alignment of global body positions and posture, increasing functional capacity, reducing stress/strain on involved injured structures, and management of disability. So, when does the healing occur? It starts immediately after the injury and can last for over a year depending on the severity of the injury and the action steps taken to help the body heal efficiently. Addressing an injury as early as possible using chiropractic care can result in the best possible scenario of full recovery. Addressing your chronic injuries now results in the return of a pain free lifestyle, doing all the things you love to do. *Troyanovich SJ, Harrison DE, Harrison DD. Structural Rehabilitation of the Spine and Posture: Rationale for Treatment Beyond the Resolution of Symptoms. JMPT 1998; 21(1): 37 50.



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    Siteground Review And Their Great Hosting Features

     

    If you are looking for a general review of SiteGround web hosting, then this is the place to be! Here we are going to talk about the basic features of SiteGround web hosting, as well as prices and what they included. View the siteground review and siteground coupon site at . siteground review. org. Not only that, but we will talk about what kind of e commerce tools this site offers to help you get your online business up and running. This is the siteground review you are not going to want to miss. The most important thing to keep in mind about this place is that they offer everything that you need to get either a personal website or a business website up and running in no time. This is because you can get a plan that includes 750 GB of web space. That is more web space than most websites ever use! On top of all, that you are going to get 750,000 GB of bandwidth. This will help insure that you never run out of bandwidth during the middle of the month. You will be able to attract as many people to your website as you want without having to worry about if you will run out of bandwidth. The next thing that you need to know about is the great support that SiteGround web hosting offer. When you sign up with SiteGround hosting, you are going to not only get support, but you are going to get support 24 hours a day! Now, how is it that they can do that? Well, that is because SiteGround offer two different types of support. Email support and phone support. You will always be able to find someone to help you. Also, when you sign up, you are going to get unlimited email accounts. So no matter how many email accounts you need, or want to give out, you can make sure that you have enough for everyone on your staff. With this, you also get unlimited MySQL database, and your site is going to be e commerce ready. That means, if you want to change your personal site to a business site, you will be able to do that with little to no problem. That is something that you can not do with other hosting sites. Another good thing that they have is that you can expect to have up to 99% up time. This means that the website is hardly ever going to be down. What does that mean for you? Well, more business of course. If your website is never down, then you never have to worry about your customers getting turned away. No site can ever have 100% up time, but having 99% is about as close as you will ever come. So how much is all of this going to cost you? That is the next question you have on your mind. Well, the great news is that it's going to cost you a lot less than those other guys. In fact, it's only going to cost around $5.95 a month! You can get even more saving with the siteground coupon at siteground review. org/siteground/siteground coupon . Now that is a deal way too sweet to pass up.



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    5 Big Internet Business Lies

     

    You have heard from people saying Internet Business is a waste of time, you will not make any money, there is no real money to be made online, it will never work and so many others negative words coming from people who don’t really understand in this Internet Business industry. The thing is, it does work. Why some people make a fortune and some don’t even make money at all? Simply because the people who make thousands or millions of cash knew all the lies in this business and they will not trust these lies. So what is this big internet lies? Below here are the 10 big internet lies that you should know: 1. Starting And Running A Business On The Internet Is Expensive Do you know that you can start your business with zero cost? You can actually earn your income by joining a very high quality affiliate program. Usually, as an affiliate marketer, your job is concentrating on marketing only. All the follow up, delivery of the product, answering questions from customers and so on are done by the owner of the program. Usually the ‘expensive’ statement often comes from people who are living in non U. S. countries, especially if the country’s local currency is smaller than that of the U. S. Dollar. If it is not a currency issue, it is a vision issue. See and think small to get small. See and think big and your results will have a tendency to match your thoughts. 2. You Can Make Easy Money From The Internet Most people believe you can make money overnight and by not doing anything at all. If it is what you have in mind right now, this myth is what sets the realistic apart from the unrealistic. You have probably heard of stories of how people make 5 to 6 figure incomes in the shortest period of time imaginable. These stories might be true but did you know most of them have failed so miserably several times before they can really make money? They have learned from their mistakes and move on. It may seem as if some gurus are overnight successes with the wild numbers some people have brought in during a day or a week selling information or products online. Some interesting facts about overnight success – it normally takes months if not years to realize. In other words, they prepare, they create a joint ventures, they get ready and then build up anticipation for a launch – then BOOM it explodes! 3. You Must Know HTML, Programming And Graphic Designing In Order To Start Your Business You don’t need to know all of these at all. Period. In fact, one of the biggest shockers was the discovery that most of the biggest on the gurus today do not have the first clue as to how to build a web page. These gurus earned more money because they knew how to reach people. They either outsource for professional help or establish Joint Ventures with other individuals who can compensate their lack of knowledge in any one of these areas. As a matter of fact, most successful people are true successes because they only focus their time on what brings them successes. If you want to create your web pages without having to learn programming, HTML and designing skills, just find someone else that can do it for you. There are many professional web designer you can find on the Internet which you can hire them to design your web pages exactly like you wanted. 4. On The Internet, There Is No Need To Know How To Sell This statement has make people who hate selling are attracted to ads that read “no selling required”. Think for a moment, is there any logic at all you can make money without doing anything at all? Usually these programs are usually unworkable and some are run by fly by night operators. In this business, don’t try to sell to other people. Instead, you inform your potential customers. Show people what their lives would be like with what you offer and you will have a sale without selling anything at all! 5. You Don’t Have To Build A Mailing List At All Laughing out loud – that is like saying, “I don’t want to be in business”. Put this in your head, your mailing list is as important to you as the “Yellow Pages” is to a conventional B2B business. “The money is in the list”. You probably heard this from most gurus out there. But you should also have this word in your mind, “The money is in the relationship”. The idea of networking with people is unattractive to most who hate to sell. Remember though, you are not selling anything. You are just showing people their life and how it can easily be enhanced by what you have to offer. All the above are just some of the big Internet lies. Actually there are a lot more Internet lies you should stay away from. You have to be smart in order to really achieve success that you could possibly imagine. Success is like enlightenment. It is a path and not a destination.



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    When Will I Reap My Financial Harvest

     

    Everything we sow has its own specific season for reaping its harvest. God has a time set in concrete for all harvesting. We cannot change God's set time for the harvest of any seed we sow. We can not arbitrarily plant a seed and tell God to "hurry up my harvest." Your particular seed has a specific "season" to bring in the harvest. Eccl 3:1 1 To every thing there is a season, and a time to every purpose under the heaven: (KJV) In other words, there is a set season or time for everything. We can't sow a thing that does not have a set time or season for reaping. We can not arbitrarily change the reaping season. Ps 104:23 23 Man goeth forth unto his work and to his labour until the evening. (KJV) Ps 104:27 27 These wait all upon thee; that thou mayest give them their meat in due season. (KJV) We work and labor. But the meat from this work and labor comes from God. And it comes in due season. We can not change God's appointed season. All our reaping will occur exactly when it is due and not before. God operates on a "due season" basis and He sets the due date. When we sow financial seed into God's work, each of them is assigned a "due date." No harvest reaping will be possible before the assigned due date of each individual seed we have sown. 2 Cor 9:6 6 But this I say, He which soweth sparingly shall reap also sparingly; and he which soweth bountifully shall reap also bountifully. (KJV) Paul equates our giving financial offerings with sowing and reaping in the context of 2 Cor. 9:6 above. We readily see that, for Paul, offerings were the same as sowing. Since sowing brings a harvest, we can expect a harvest of our financial seed sown, just like we can expect a harvest of cotton, corn or any other kind of seed. This harvest from "kinds of seed sown," in other than agricultural seed, is demonstrated from Paul's statement below about "well doing." Gal 6:9 9 And let us not be weary in well doing: for in due season we shall reap, if we faint not. (KJV) Planting financial seed in God's work is certainly "well doing." And notice the harvest date for this planting! The harvest date is the first day of the month called "Due Season" for that particular seed. Finally, we must know that different kinds of seeds require different lengths of time to reach their appointed harvest dates. So it is with planting financial seed. Some come to their due season for harvest rather quickly. Some require, however, a rather lengthy time before their due harvest season. The largest harvest usually requires the longest time to reach its due season. So be patient. A certain person planted many seeds in a ministry that was qualified to bring forth the large harvest. They became impatient while waiting for their harvest. Then they heard someone say, "If you are not reaping now, you have been sowing into the wrong field. Sow into my field and you will reap now." The problem with the above is this. If the above person changes the "field" where they give and start receiving immediately, the harvest they are reaping probably came from the field they just left. You see, it was the good ground after all. For someone to say "my field causes quicker reaping" is nonsense. The large harvest takes the greatest time to reach its own "due season." This so called new field, “my field,” can not generate an instant harvest. Be patient. Your harvest will come in its own due season.



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    More Value In Your Travel With Charter Flights

     

    Ideally, travel is something everyone would like to do more of. Who wouldn’t enjoy the adventure of learning more about different cultures and places? But isn’t it true, you really don’t realize what you’ve got at home, until you see first hand how other people live. Unfortunately, travel does not fit into everyone’s budget. Over time, airfare has become more affordable, however extensive air travel is still pricey enough that most people don’t fly nearly as much as they drive. The sad truth is, it’s likely to remain this way. Instead of relying on winning the lotto to pay for your desire to travel more frequently, why not consider a more budget friendly alternative like Charter Flights. Charter Flights are unique to typical airline travel because their operating system is different. Airlines, like the ones you would normally fly out of large cities, will have a specific route between two cities. The airline flies this route from point A to point B a set number of times per week regardless of how many passengers they carry. This is why airfare is so pricey. Airlines will fly their planes at less than half full and charge you the difference on your next ticket. It's costly to operate those machines, and you, the consumer pays the price whether you're on the plane or not. Here's the beauty of Charter Companies; by chartering an airplane from reliable airline for specific time slots and dates, they will get the benefit of a large discount on the overall cost, that you could not get on your own. This discount, for a much reduced rate at the per seat price, is passed on to you by the charter company. You can expect most charter companies to offer similar destinations and routes dependant upon the season you're interested in traveling in. Commonly, winter flights will bring you to a warmer vacation spot. Reliability is much better with charter flights, as opposed to other discount airfare methods. Airfare prices will decrease as the departure date approaches as well. When considering charter flights, it's important to note that charter companies can cancel any scheduled flight if they haven't sold enough tickets, and contrary to airlines, may be unable to seat you on another flight going to your planned destination, in a timely manner. If this is the case, you should expect a refund or a wait of several days for another charter. This could definitely put a damper on anyone's vacation. With that in mind, there are a variety of dependable charter companies and flights that are a reliable alternative to typical airfare, though the discounts may not be as substantial. The bottom line is; if you're able to purchase a ticket without much notice and your flexible on dates and times, flying with a charter company may be much better suited to your budget.



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    A New Idea For Barcelona Hotels

     

    Choosing a hotel, especially in a large city like Barcelona can be a gigantic headache. But if you read on, this article can give you a wonderful solution for flights, transport, hotel and a marvellous stay at the leading theme park from the time you step foot off the plane at the Barcelona airport. There are many kinds of accomodations for everyone’s holiday stay in Barcelona, Spain like hotels ranging from five to three stars, hostels, youth hostels, campings and apartments. But what I really understand for the word ‘holiday’ is having everything at a snap of your fingers and here is how you can get it. Barcelona Hotels at a snap of your fingers Your holiday plans are set on Barcelona, and before heading into the busy city to enjoy all the cultural and architectural delights it has to offer, I recommend the following itinerary which I have personally done twice ( and hope to do a few more times). When arriving at the ‘El Prat’ Barcelona Airport, you can get a special transfer which will take you directly to your Barcelona hotel at the fantastic theme park called Port Aventura. If you are planning to travel to other places and have decided on a car hire, remember that Europcar has special prices for vacationers staying at Port Aventura. You will have previously chosen one of these wonderful four star hotels, each uniquely decorated and offering a package deal of hotel lodging and breakfast, entrance tickets to Port Aventura and also to the Carribbean Water Park ( Caribe Aquatic Park ). The Portaventura Hotel is nicely decorated in a Mediterranean colonial style, The El Paso Hotel intricately shows the pre Colombian and Mexican decor and the Caribe Port hotel is the biggest swimming pool with white sand in the world. You are not going to get this type of Barcelona Hotels even booking the best ones right on the waterfront. At the highest season which is categorized as ‘A’, one night with two days in the park could cost about 218 euros single and 136 double with a child for 68 euros. There are combinations of 4 people in one room including child and longer stay offers. At the El Paso Hotel, in the lowest season, still being able to enjoy very favourable Barcelonian weather, 2 people would be about 84 euros and a child 42. Can’t beat that! Enjoy the parks fully and snoop around and relax completely at these magnificent hotels in Barcelona. Other Barcelona Hotels Options When my piggy bank exploded, or did I explode it, it doesn’t matter, I went mad and stayed at the Arts Hotel in Barcelona. I wanted to have a perfect view of the marina port area and was told that any of the suites, splendid double rooms or luminous duplex apartments would give me that pleasure. I wanted to be catered to as I was, with its friendly, well trained staff and incredible facilities. As a last effort to ‘live it up’, I had my taste buds tickled at the Goyescas restaurant. Everything on the menu was teasing so I tried the house specialty and was recommended an exquisite wine to accompany it. After working hard on a few projects, I was tempted to go back to visit the new port area in Barcelona, and as I wanted to get more details on the Barcelona hotels I went straight for the three star Montecarlo hotel located on the Ramblas Promenade, well known for being lined with flower stands. This medieval 14th century building has been newly renovated and decorated but always respecting the original architectural features. This time I concentrated on the complete buffet breakfast and its centrical location to be able to walk into the centre, to the port area and to get a glimpse at the crazy nightlife in the Exaimple area. Barcelona has been recognized as one of the most vanguard places for hotels and gastronomy. Therefore, the tourist bureau and town hall of Barcelona has decided to make the period from March 2005 to March 2006 a national and international promotion of Catalunya and its rich fresh products. Some of the restaurants promoting these products like the shop Can Ravell ( an excellent delicatessen ) or Club del Gourmet ( coffee, tea and sweets) are near the two Barcelona hotels I have mentioned.



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    9 Secrets Mark Twain Taught Me About Advertising

     

    : “Many a small thing has been made large by the right kind of advertising.” Advertising is life made to look larger than life, through images and words that promise a wish fulfilled, a dream come true, a problem solved. Even Viagra follows Mark Twain’s keen observation about advertising. The worst kind of advertising exaggerates to get your attention, the best, gets your attention without exaggeration. It simply states a fact or reveals an emotional need, then lets you make the leap from “small to large.” Examples of the worst: before and after photos for weight loss products and cosmetic surgery—both descend to almost comic disbelief. The best: Apple’s "silhouette" campaign for iPod and the breakthrough ads featuring Eminem—both catapult iPod to “instant cool” status. “When in doubt, tell the truth.” Today’s advertising is full of gimmicks. They relentlessly hang on to a product like a ball and chain, keeping it from moving swiftly ahead of the competition, preventing any real communication of benefits or impetus to buy. The thinking is, if the gimmick is outrageous or silly enough, it’s got to at least get their attention. Local car dealer ads are probably the worst offenders using zoo animals, sledgehammers, clowns, bikini clad models, anything unrelated to the product’s real benefit. If the people who thought up these outrageous gimmicks spent half their energy just sticking to the product’s real benefits and buying motivators, they’d have a great ad. What they don’t realize is, they already have a lot to work with without resorting to gimmicks. There’s the product with all its benefits, the brand, which undoubtedly they’ve spent money to promote, the competition and its weaknesses, and two powerful buying motivators—fear of loss and promise of gain. In other words, all you really have to do is tell the truth about your product and be honest about your customers’ wants and needs. Of course, sometimes that’s not so easy. You have to do some digging to find out what you customers really want, what your competition has to offer them, and why your product is better. “Facts are stubborn things, but statistics are more pliable.” In advertising, you have to be very careful how you use facts. As any politician will tell you, facts are scary things. They have no stretch, no pliability, no room for misinterpretation. They’re indisputable. And used correctly, very powerful. But statistics, now there’s something advertisers and politicians love. “Nine out of ten doctors recommend Preparation J.” Who can dispute that? Or “Five out of six dentists recommend Sunshine Gum.” Makes me want to run out and buy a pack of Sunshine right now. Hold it. Rewind. “Whenever you find you’re on the side of the majority, it is time to reform.” Let’s take a look at how these stats—this apparent majority—might have come to be. First off, how many doctors did they ask before they found nine out of ten to agree that Preparation J did the job? 1,000? 10,000? And how many dentists hated the idea of their patients chewing gum but relented, saying, “Most chewing gum has sugar and other ingredients, that rot out your teeth, but if the guy’s gotta chew the darn stuff, it may as well be Sunshine, which has less sugar in it.” The point is, stats can be manipulated to say almost anything. And yes, the devil’s in the details. The fact is, there’s usually a 5% chance you can get any kind of result simply by accident. And because many statistical studies are biased and not “double blind” (both subject and doctor don’t know who was given the test product and who got the placebo). Worst of all, statistics usually need the endless buttressing of legal disclaimers. If you don’t believe me, try to read the full page of legally mandated warnings for that weight loss pill you’ve been taking. Bottom line: stick to facts. Then back them up with sound selling arguments that address the needs of your customer. “The difference between the right word and almost right word is the difference between lightning and a lightning bug.” To write really effective ad copy means choosing exactly the right word at the right time. You want to lead your customer to every benefit your product has to offer, and you want to shed the best light on every benefit. It also means you don’t want to give them any reason or opportunity to wander away from your argument. If they wander, you’re history. They’re off to the next page, another TV channel or a new website. So make every word say exactly what you mean it to say, no more, no less. Example: if a product is new, don’t be afraid to say “new” (a product is only new once in its life, so exploit the fact). “Great people make us feel we can become great.” And so do great ads. While they can’t convince us we’ll become millionaires, be as famous as Madonna, or as likeable as Tom Cruise, they make us feel we might be as attractive, famous, wealthy, or admired as we’d like to think we can be. Because there’s a “Little Engine That Could” in all of us that says, under the right conditions, we could beat the odds and catch the brass ring, win the lottery, or sell that book we’ve been working on. Great advertising taps into that belief without going overboard. An effective ad promoting the lottery once used pictures of people sitting on an exotic beach with little beach umbrellas in their cocktails (a perfectly realistic image for the average person) with the line: Somebody’s has to win, may as well be you.” “The universal brotherhood of man is our most precious possession.” We’re all part of the same family of creatures called homo sapiens. We each want to be admired, respected and loved. We want to feel secure in our lives and our jobs. So create ads that touch the soul. Use an emotional appeal in your visual, headline and copy. Even humor, used correctly, can be a powerful tool that connects you to your potential customer. It doesn’t matter if you’re selling shoes or software, people will always respond to what you have to sell them on an emotional level. Once they’ve made the decision to buy, the justification process kicks in to confirm the decision. To put it another way, once they’re convinced you’re a mensche with real feelings for their hopes and wants as well as their problems, they’ll go from prospect to customer. “A human being has a natural desire to have more of a good thing than he needs.” Ain’t it the truth. More money, more clothes, fancier car, bigger house. It’s what advertising feeds on. “You need this. And you need more of it every day.” It’s the universal mantra that drives consumption to the limits of our charge cards. So, how to tap into this insatiable appetite for more stuff? Convince buyers that more is better. Colgate offers 20% more toothpaste in the giant economy size. You get 60 more sheets with the big Charmin roll of toilet paper. GE light bulbs are 15% brighter. Raisin Brain now has 25% more raisins. When Detroit found it couldn’t sell more cars per household to an already saturated U. S. market, they started selling more car per car—SUVs and trucks got bigger and more powerful. They’re still selling giant 3 ton SUVs that get 15 miles per gallon. “Clothes make the man. Naked people have little or no influence on society.” Who gets the girl? Who attracts the sharpest guy? Who lands the big promotion? Neiman Marcus knows. So does Abercrombie & Fitch. And Saks Fifth Avenue. Why else would you fork over $900 for a power suit? Or $600 for a pair of shoes? Observers from Aristotle to the twentieth century have consistently maintained that character is immanent in appearance, asserting that clothes reveal a rich palette of interior qualities as well as a brand mark of social identity. Here’s where the right advertising pays for itself big time. Where you must have the perfect model (not necessarily the most attractive) and really creative photographers and directors who know how to tell a story, create a mood, convince you that you’re not buying the “emperor’s clothes.” Example of good fashion advertising: the Levis black and white spot featuring a teenager driving through the side streets and alleys of the Czech Republic. Stopping to pick up friends, he gets out of the car wearing just a shirt as the voiceover cheekily exclaims, "Reason 007: In Prague, you can trade them for a car."



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    Painting Woodwork In And Around Your Home

     

    There is no rule which says you must paint woodwork white, or strip it, or color it to merge with the walls. In a room whose walls, window frames and doors are in the same neutral color, you could paint the skirting board a clear contrasting color. This will define the line between the floor and walls. Trim colors that contrast with walls and ceilings might suit your style in one room, while a more subtle color change might be right somewhere else in the house. You can liven up plain, flat walls by adding moldings so as to create panels around the room. For best results, make sure you keep your working area within the proper temperature range recommended for the paint. All interior woodwork that has been stripped, from baseboard to dining room tables, needs to be primed with either a standard acrylic wood primer. After that you can paint on it with oil based flat eggshell, gloss, or acrylic paints. Most interior woodwork looks best in an eggshell finish, as high gloss paint can have a rather bleak, deadening effect. If your plan is to paint walls, ceiling, and trim, then it’s best to get the trim painted first, along with the room’s windows and doors. Paint woodwork in small sections. Keeping a wet edge to avoid lap marks. A wide range of broken color effects work well on woodwork, but ideally you should use oil based paints as latex has little durability on wood. Stains add color to wood while allowing its natural grain pattern to show through. Varnishes are clear finishes that form a tough coating over stain. They are available in a range of finish sheens from satin to high gloss. At the end of a project, combine all of the leftover paint of the same color into as few cans as possible.



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