Archives for October 5, 2017

Are West Highland Terriers the Right Dogs for You?

You can look at west highland terriers and know if it is the right size for your yard, home, or lifestyle, but a little more in-depth knowledge is necessary to determine if westies have the personality for you.

Westie terriers are exuberant little dogs, but owners do report that they are usually content to lie at their side throughout the day. However, once they are let outside, westies will want to run and jump and play. Like any dog, they require outside playtime every day. Westies are not dogs that perform well when left alone all day.

Some people describe them as obstinate and naughty. This is a trait of many terrier breeds, but westies dogs usually have it to a lesser degree. They are very independent, but they are also intelligent and easy to train if they handled in a firm, consistent way. Westie terriers are considered easy to housetrain, because of their natural desire to remain clean.

Most are not described as cuddlers. They are not lap dogs. However, they are extremely companionable, and want to be with you no matter what you do. You can take westie dogs just about anywhere that dogs are allowed to go.

They will bark to announce that a stranger is approaching. They make good guard dogs. They can be trained not to bark, or to bark once and then stop. Although they announce strangers, they are also extremely friendly with everybody.

Your westie terriers will get along with your children if they respect the dogs’ boundaries. One that has been poked and pulled to the point of irritation will nip or become aggressive. Some authorities on westies do not recommend the dogs for homes with children under six years of age.

West highland white terriers were bred to chase down small prey. If a cat runs away, it will chase it. Westie rescue organizations report that the terrier’s inability to tolerate cats can be a problem. Other small pets, such as rodents and birds, are not safe to run loose in a home with a westie terrier. Your westie will usually accept other dogs, although males are less likely to accept another unaltered male of any breed.

All terriers are also bred to dig prey out of the ground. They enjoy digging and will do so if they are allowed to learn the behavior when they are puppies. Older dogs that have already learned the behavior can be trained out of it.

Westie terriers’ physical needs are fairly simple. They do not shed much, but require regular brushing, and grooming every six to eight weeks. It is better to let the hard, stiff coat shed dirt and debris naturally, rather than frequent bathing.

(Disclaimer: Any information contained in this site relating to various medical, health and fitness conditions of Westies or other animals and their treatments is for informational purposes only and is not meant to be a substitute for the advice provided by your own veterinarian. You should not use the information contained herein for diagnosing the health of any animal. You should always consult and check with your own vet or veterinarian.)

I do hope that you have found the article of use to you.

Good health and happiness



Source by Jeff Cuckson

Comments: Smartest Dog Breed: How To Deal With Them



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The Big Picture of Permanent Weight Loss

Most people who read my articles and e-books know me as a science guy who likes to quote studies and apply research to everyday problems such as weight loss, bodybuilding, and other health/fitness related topics. However, sometimes you have to step back from the science and look at the big picture to help bring people back into focus, so they can see the forest for the trees, so to speak.

For most people reading this article, finding an effective diet that works most of the time must seem as complicated as nuclear physics. It’s not, but there are a bewildering number of choices for diets out there. High fat or no fat? High carbohydrate or no carbohydrate? Low protein or high protein? To make matters worse, there are a million variations and combinations to the above diet scenarios to add to the confusion. It seems endless and causes many people to throw up their hands in frustration and give up. In this article I will attempt to change all that.

There are some general guidelines, rules of thumb, and ways of viewing a diet program that will allow you to decide, once and for all, if it’s the right diet for you. You may not always like what I have to say, and you should be under no illusions this is another quick fix, “lose 100 lbs. in 20 days,” guide of some sort. However, if you are sick and tired of being confused, tired of taking the weight off only to put it back on, and tired of wondering how to take the first steps to deciding the right diet for you that will result in permanent weight loss, then this is the article that could change your life…

Does your diet pass “The Test”?

What is the number one reason diets fail long term; above all else? The number one reason is…drum roll…a lack of long term compliance. The numbers don’t lie; the vast majority of people who lose weight will regain it – and often exceed what they lost. You knew that already didn’t you?

Yet, what are you doing to avoid it? Here’s another reality check: virtually any diet you pick which follows the basic concept of “burning” more calories then you consume – the well accepted “calories in calories out” mantra – will cause you to lose weight. To some degree, they all work: Atkins-style, no carb diets, low fat high carb diets, all manner of fad diets – it simply does not matter in the short term.

If your goal is to lose some weight quickly, then pick one and follow it. I guarantee you will lose some weight. Studies generally find any of the commercial weight loss diets will get approximately the same amount of weight off after 6 months to a year. For example, a recent study found the Atkins’ Diet, Slim-Fast plan, Weight Watchers Pure Points program, and Rosemary Conley’s Eat Yourself Slim diet, were all equally effective. (1)

Other studies comparing other popular diets have come to essentially the same conclusions. For example, a study that compared the Atkins diet, the Ornish diet, Weight Watchers, and The Zone Diet, found them to be essentially the same in their ability to take weight off after one year. (2)

Recall what I said about the number one reason diets fail, which is a lack of compliance. The lead researcher of this recent study stated:

“Our trial found that adherence level rather than diet type was the primary predictor of weight loss”(3)

Translated, it’s not which diet they chose per se, but their ability to actually stick to a diet that predicted their weight loss success. I can just see the hands going up now, “but Will, some diets must be better than others, right?” Are some diets better then others? Absolutely. Some diets are healthier then others, some diets are better at preserving lean body mass, some diets are better at suppressing appetite – there are many differences between diets. However, while most of the popular diets will work for taking weight off, what is abundantly clear is that adhering to the diet is the most important aspect for keeping the weight off long term.

What is a diet?

A diet is a short term strategy to lose weight. Long term weight loss is the result of an alteration in lifestyle. We are concerned with life long weight management, not quick fix weight loss here. I don’t like the term diet, as it represents a short term attempt to lose weight vs. a change in lifestyle. Want to lose a bunch of weight quickly? Heck, I will give you the information on how to do that here and now for no charge.

For the next 90 to 120 days eat 12 scrambled egg whites, one whole grapefruit, and a gallon of water twice a a day. You will lose plenty of weight. Will it be healthy? Nope. Will the weight stay off once you are done with this diet and are then forced to go back to your “normal” way of eating? Not a chance. Will the weight you lose come from fat or will it be muscle, water, bone, and (hopefully!) some fat? The point being, there are many diets out there that are perfectly capable of getting weight off you, but when considering any eating plan designed to lose weight, you must ask yourself:

“Is this a way of eating I can follow long term?”

Which brings me to my test: I call it the “Can I eat that way for the rest of my life?” Test. I know, it does not exactly roll off your tongue, but it gets the point across.

The lesson here is: any nutritional plan you pick to lose weight must be part of a lifestyle change you will be able to follow – in one form or another – forever. That is, if it’s not a way of eating you can comply with indefinitely, even after you get to your target weight, then it’s worthless.

Thus, many fad diets you see out there are immediately eliminated, and you don’t have to worry about them. The question is not whether the diet is effective in the short term, but if the diet can be followed indefinitely as a lifelong way of eating. Going from “their” way of eating back to “your” way of eating after you reach your target weight is a recipe for disaster and the cause of the well established yo-yo dieting syndrome. Bottom line: there are no short cuts, there is no free lunch, and only a commitment to a lifestyle change is going to keep the fat off long term. I realize that’s not what most people want to hear, but it’s the truth, like it or not.

The statistics don’t lie: getting the weight off is not the hardest part, keeping the weight off is! If you take a close look at the many well known fad/commercial diets out there, and you are honest with yourself, and apply my test above, you will find most of them no longer appeal to you as they once did. It also brings me to an example that adds additional clarity: If you have diet A that will cause the most weight loss in the shortest amount of time but is unbalanced and essentially impossible to follow long term vs. diet B, which will take the weight off at a slower pace, but is easier to follow, balanced, healthy, and something you can comply with year after year, which is superior? If diet A gets 30 lbs off you in 30 days, but by next year you have gained back all 30 lbs, but diet B gets 20 lbs off you in the next 3 months with another 20 lbs 3 months after that and the weight stays off by the end of that year, which is the better diet?

If you don’t know the answer to those questions, you have totally missed the point of this article and the lesson it’s trying to teach you, and are set up for failure. Go back and read this section again…By default, diet B is superior.

Teach a man to Fish…

A well known Chinese Proverb is – Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.

This expression fits perfectly with the next essential step in how to decide what eating plan you should follow to lose weight permanently. Will the diet plan you are considering teach you how to eat long term, or does it spoon-feed you information? Will the diet rely on special bars, shakes, supplements or pre-made foods they supply?

Let’s do another diet A vs. diet B comparison. Diet A is going to supply you with their foods, as well as their special drink or bars to eat, and tell you exactly when to eat them. You will lose – say – 30 lbs in two months. Diet B is going to attempt to help you learn which foods you should eat, how many calories you need to eat, why you need to eat them, and generally attempt to help teach you how to eat as part of a total lifestyle change that will allow you to make informed decisions about your nutrition. Diet B causes a slow steady weight loss of 8 -10 lbs per month for the next 6 months and the weight stays off because you now know how to eat properly.

Recall the Chinese proverb. Both diets will assist you to lose weight. Only one diet, however, will teach you how to be self-reliant after your experience is over. Diet A is easier, to be sure, and causes faster weight loss than diet B, and diet B takes longer and requires some thinking and learning on your part. However, when diet A is over, you are right back where you started and have been given no skills to fish. Diet companies don’t make their profits by teaching you to fish, they make their money by handing you a fish so you must rely on them indefinitely or come back to them after you gain all the weight back.

Thus, diet B is superior for allowing you to succeed where other diets failed, with knowledge gained that you can apply long term. Diet programs that attempt to spoon feed you a diet without any attempt to teach you how to eat without their help and/or rely on their shakes, bars, cookies, or pre-made foods, is another diet you can eliminate from your list of choices.

Diet plans that offer weight loss by drinking their product for several meals followed by a “sensible dinner;” diets that allow you to eat their special cookies for most meals along with their pre-planned menu; or diets that attempt to have you eating their bars, drink, or pre-made meals, are of the diet A variety covered above. They’re easy to follow but destined for failure, long term. They all fail the “Can I eat that way for the rest of my life?” test, unless you really think you can eat cookies and shakes for the rest of your life…Bottom line here is, if the nutritional approach you use to lose weight, be it from a book, a class, a clinic, or an e-book, does not teach you how to eat, it’s a loser for long term weight loss and it should be avoided.

The missing link for long term weight loss

We now make our way to another test to help you choose a nutrition program for long term weight loss, and it does not actually involve nutrition. The missing link for long term weight loss is exercise. Exercise is the essential component of long term weight loss. Many diet programs do not contain an exercise component, which means they are losers for long term weight loss from the very start. Any program that has its focus on weight loss but does not include a comprehensive exercise plan is like buying a car without tires, or a plane without wings. People who have successfully kept the weight off overwhelmingly have incorporated exercise into their lives, and the studies that look at people who have successfully lost weight and kept it off invariably find these people were consistent with their diet and exercise plans. (4)

I am not going to list all the benefits of regular exercise here, but regular exercise has positive effects on your metabolism, allows you to eat more calories yet still be in a calorie deficit, and can help preserve lean body mass (LBM) which is essential to your health and metabolism. The many health benefits of regular exercise are well known, so I won’t bother adding them here. The bottom line here is, (a) if you have any intentions of getting the most from your goal of losing weight and (b) plan to keep it off long term, regular exercise must be an integral part of the weight loss strategy. So, you can eliminate any program, be it book, e-book, clinic, etc. that does not offer you direction and help with this essential part of long term weight loss.

Side Bar: A quick note on exercise:

Any exercise is better than no exercise. However, like diet plans, not all exercise is created equal, and many people often choose the wrong form of exercise to maximize their efforts to lose weight. For example, they will do aerobics exclusively and ignore resistance training. Resistance training is an essential component of fat loss, as it builds muscle essential to your metabolism, increases 24 hour energy expenditure, and has health benefits beyond aerobics.

The reader will also note I said fat loss above not weight loss. Though I use the term ‘weight loss’ throughout this article, I do so only because it is a familiar term most people understand. However, the true focus and goal of a properly set up nutrition and exercise plan should be on fat loss, not weight loss. A focus on losing weight, which may include a loss essential muscle, water, and even bone, as well as fat, is the wrong approach. Losing the fat and keeping the all important lean body mass (LBM), is the goal, and the method for achieving that can be found in my ebook(s) on the topic, and is beyond the scope of this article. Bottom line: the type of exercise, intensity of that exercise, length of time doing that exercise, etc., are essential variables here when attempting to lose FAT while retaining (LBM).

Psychology 101 of long term weight loss

Many diet programs out there don’t address the psychological aspect of why people fail to be successful with long term weight loss. However, quite a few studies exist that have looked at just that. In many respects, the psychological aspect is the most important for long term weight loss, and probably the most underappreciated component.

Studies that compare the psychological characteristics of people who have successfully kept the weight off to people who have regained the weight, see clear differences between these two groups. For example, one study that looked at 28 obese women who had lost weight but regained the weight that they had lost, compared to 28 formerly obese women who had lost weight and maintained their weight for at least one year and 20 women with a stable weight in the healthy range, found the women who regained the weight:

o Had a tendency to evaluate self-worth in terms of weight and shape

o Had a lack of vigilance with regard to weight control

o had a dichotomous (black-and-white) thinking style

o Had the tendency to use eating to regulate mood.

The researchers concluded:

“The results suggest that psychological factors may provide some explanation as to why many people with obesity regain weight following successful weight loss.”

This particular study was done on women, so it reflects some of the specific psychological issues women have – but make no mistake here – men also have their own psychological issues that can sabotage their long term weight loss efforts. (6)

Additional studies on men and women find psychological characteristics such as “having unrealistic weight goals, poor coping or problem-solving skills and low self-efficacy” often predict failure with long term weight loss. (7) On the other hand, psychological traits common to people who experienced successful long term weight loss include “…an internal motivation to lose weight, social support, better coping strategies and ability to handle life stress, self-efficacy, autonomy, assuming responsibility in life, and overall more psychological strength and stability.” (8)

The main point of this section is to illustrate that psychology plays a major role in determining if people are successful with long term weight loss. If it’s not addressed as part of the overall plan, it can be the factor that makes or breaks your success. This, however, is not an area most nutrition programs can adequately tackle and should not be expected to. However, the better programs do generally attempt to help with motivation, goal setting, and support. If you see yourself in the above lists from the groups that failed to maintain their weight long term, then know you will need to address those issues via counseling, support groups, etc. Don’t expect any weight loss program to cover this topic adequately but do look for programs that attempt to offer support, goal setting, and resources that will keep you on track.

“There’s a sucker born every minute”

So why don’t you see this type of honest information about the realities of long term weight loss more often? Let’s be honest here, telling the truth is not the best way to sell bars, shakes, books, supplements, and programs. Hell, if by some miracle everyone who read this article actually followed it, and sent it on to millions of other people who actually followed it, makers of said products could be in financial trouble quickly. However, they also know – as the man said – “there’s a sucker born every minute,” so I doubt they will be kept up at night worrying about the effects that I, or this article, will have on their business.

So let’s recap what has been learned here: the big picture realities of permanent weight loss and how you can look at a weight loss program and decide for yourself if it’s for you based on what has been covered above:

o Permanent weight loss is not about finding a quick fix diet, but making a commitment to life style changes that include nutrition and exercise

o Any weight loss program you choose must pass the “Can I eat that way for the rest of my life?” test,

o The weight loss program you choose should ultimately teach you how to eat and be self reliant so you can make informed long term choices about your nutrition.

o The weight loss program you choose should not leave you reliant on commercial bars, shakes, supplements, or pre-made foods, for your long term success.

o The weight loss program you choose must have an effective exercise component.

o The weight loss program you choose should attempt to help with motivation, goal setting, and support, but can’t be a replacement for psychological counseling if needed.

Conclusion

I want to take this final section to add some additional points and clarity. For starters, the above advice is not for everyone. It’s not intended for those who really have their nutrition dialed in, such as competitive bodybuilders and other athletes who benefit from fairly dramatic changes in their nutrition, such as ‘off season’ and ‘pre-contest’ and so on.

The article is also not intended for those with medical issues who may be on a specific diet to treat or manage a specific medical condition. The article is intended for the average person who wants to get off the Yo-Yo diet merry-go-round once and for all. As that’s probably 99% of the population, it will cover millions of people.

People should also not be scared off by my “you have to eat this way forever” advice. This does not mean you will be dieting for the rest of your life and have nothing but starvation to look forward to. What it does mean, however, is you will have to learn to eat properly even after you reach your target weight and that way of eating should not be a huge departure from how you ate to lose the weight in the first place. Once you get to your target weight – and or your target bodyfat levels – you will go onto a maintenance phase which generally has more calories and choices of food, even the occasional treat, like a slice of pizza or whatever.

Maintenance diets are a logical extension of the diet you used to lose the weight, but they are not based on the diet you followed that put the weight on in the first place!

Regardless of which program you choose, use the above ‘big picture’ approach which will keep you on track for long term weight loss. See you in the gym!

References

(1) Truby H, et al. Randomised controlled trial of four commercial weight loss programmes in the UK: initial findings from the BBC “diet trials” BMJ 2006;332:1309-1314 (3 June),

(2) Michael D., et al, Comparison of the Atkins, Ornish, Weight Watchers, and Zone Diets for Weight Loss and Heart Disease Risk Reduction. A Randomized Trial. JAMA. 2005;293:43-53.

(3) Comparison of Diets for Weight Loss and Heart Disease Risk Reduction-Reply. Michael Dansinger. JAMA. 2005;293:1590-1591.

(4) Kruger J. et al. Dietary and physical activity behaviors among adults successful at weight loss maintenance. International Journal of Behavioral Nutrition and Physical Activity 2006, 3:17 doi:10.1186/1479-5868-3-17

(5) Byrne S, et al. Weight maintenance and relapse in obesity: a qualitative study. Int J Obes Relat Metab Disord. 2003 Aug;27(8):955-62.

(6) Borg P, et al. Food selection and eating behaviour during weight maintenance intervention and 2-y follow-up in obese men.Int J Obes Relat Metab Disord. 2004 Dec;28(12):1548-54.

(7) Byrne SM. Psychological aspects of weight maintenance and relapse in obesity. J Psychosom Res. 2002 Nov;53(5):1029-36.

(8) Elfhag K, et al. Who succeeds in maintaining weight loss? A conceptual review of factors associated with weight loss maintenance and weight regain. Obes Rev. 2005 Feb;6(1):67-85



Source by Will Brink

Education, South Africa, And the Millennium Development Goals

In its most recent issue, Time   magazine  reported that 4 million child deaths would be prevented around the world by boosting mothers’ education. This news is hardly surprising. Start an internet search with “effects of education on” and Google finishes your sentence with any number of social ills: crime, poverty, the economy, health, income. Nevertheless, Time’s statistic is timely.

The Millennium Development Goals

Last week, 140 heads of state and government gathered at the United Nations in New York to review the Millennium Development Goals. It has been ten years since world leaders adopted the MDGs to eradicate poverty and “ensure that globalization becomes a positive force for all the world’s people.” With only five years to go before the 2015 deadline for achieving the MDGs is reached, it is more critical than ever that donor countries reaffirm their commitment to the world’s poorest and most vulnerable people.

With measurable, time-bound targets for each, the eight Millennium Development Goals are as follows:

1. Eradicate extreme poverty and hunger

2. Achieve universal primary education

3. Promote gender equality and empower women

4. Reduce child mortality

5. Improve maternal health

6. Combat HIV/AIDS, malaria, and other diseases

7. Ensure environmental sustainability

8. Develop a global partnership for development

Universal Primary Education: MDG Number 2

The Millennium Development Goal that is closest to the hearts of those involved with the Khanyisela Scholarship Program is Number 2: achieving universal primary education. In fact, it is this goal that can catalyze all other goals, as education alone increases income levels, empowers women, and improves access to health care.

Education in South Africa

In South Africa, leaders are quick to point out the success of attaining this Millennium Development Goal. Indeed, South Africa is on track to exceed universal primary education for all children before the 2015 deadline, and 98 percent of 18-year-olds have completed grade 7 or above. These statistics, however, while shedding light on improved educational accessibility and availability, cloud South Africa’s continued educational challenges. South Africa remains fourth from the bottom in a ranking of global education systems. Forty percent of high school students don’t make it to grade 11. According to UNICEF, Around 27 percent of public schools do not have running water, 78 percent are without libraries, and 78 percent do not have computers. South Africa’s challenge, then, is not necessarily educational quantity or accessibility, then, but rather quality.

At a time with renewed commitment to the Millennium Development Goals, South Africa must not become complacent. Nor can we as members of the global community take satisfaction in the extraordinary progress that South Africa has made in achieving universal primary education. Rather, let us continue to act, to recognize the importance of high quality education. Every other Millennium Development Goal depends on this one. And every vulnerable child depends on a basic education to escape poverty, to improve her health, and to change her life.



Source by Anne Whiting

Letters to the Editor: Having Your Say

Writing a letter to your newspaper’s editor is a privilege that Americans have exercised since the early days of journalism. You need not be an expert about the topic at hand, but by adding your voice to the discussion you can help shape people’s opinions positively and constructively. Here are some tips to help you get your letter published:

1. Keep it short and sweet. Most newspapers and ezines put limitations on the number of words you can write. Generally, 200 words or less is common although some newspapers allow for up to 300 words. If you find these limitations to be too confining, consider offering your thoughts to the editor via an “op-ed” piece.

2. Keep it “libel-free.” You can criticize someone personally, but you may not libel them. Don’t expect your letter to receive the light of day if you slander or libel someone. Free speech does have its limits.

3. Use your own words. Sharp editorial staffs will recognize plagiarism in a moment. Speak from your heart, don’t quote others unless you are responding specifically to an article or previously submitted letter to the editor.

4. Show good taste. This one is difficult. What is tasteless to one, is a freely spoken opinion to another. Remember: you want to get the letter published, so curb your language accordingly.

You don’t have to agree with the newspaper or ezine’s policy regarding letters to the editor. Still, if you want to get published you must take into consideration whatever guidelines are offered.

Please note that you will be required to submit your name, address, and city as well as your phone contact information too. Some, not all, editors will allow you to be listed as “Name Withheld by Request” while others will want you to identify yourself with the words you wrote. So, think carefully about what you want to have printed as misused verbiage can come back to haunt you later on.



Source by Matthew Keegan

The Ultimate Guide To Writing Great Sales Letter Headlines

If you want to write great sales letter headlines that stop your ideal prospects dead in their tracks, so they read the rest of your copy and ultimately buy from you, then this post will be one of the most important things you ever read.

Right, what’s the most important part of any sales letter?

The bullets?

Testimonials?

Close?

No, no and no again. Instead, it’s your sales letter headline.

Now, I know what you’re thinking…

How can something as small as your headline be the single most important thing in your entire copy?

Well, look at it like this:

It doesn’t matter how good your offer is, how enticing a story you write, how powerful your testimonials are, if no one reads your copy.

So the first “win” you have to get when writing copy, is getting your prospects to actually read it.

You do that through your headline.

With me so far?

Good. Moving on.

Now then, how do you write a great sales letter headline?

Well, here’s what most people do:

They build a swipe file of all the greatest headlines throughout history.

Good so far.

Thing is, instead of using these headlines as inspiration for writing their own headline, they literally swipe them word-for-word.

They just add and subtract a couple of words here and there, so it applies to their own product or market. And that’s that.

On the face of it, you might think it’s clever.

If it’s worked once, it’s gonna work again, right?

Well, not so fast.

You see, there’s a reason those headlines worked so well. And it comes down to this:

The copywriters who wrote them knew their markets inside-out.

Specifically, they knew two things:

1) How much the market knew of their product.

(This included what the product did, the mechanisms involved, and how well it satisfied a problem or desire they had.)

2) How AWARE their market was of any problem or desire they might have been experiencing at that time.

In his book “Breakthrough Advertising”, one of the great copywriters of all time, Eugene Schwartz, called this the market’s “state of awareness”.

And he said you have to write your headline with your market’s CURRENT state of awareness in mind.

If you don’t, then your sales letter headline won’t hit home with your prospects…

It will flop…

And the people who otherwise would’ve bought from you, won’t even read the rest of your copy.

Which would be a royal pain in the backside, right?

Anyway, there are 5 different states of awareness you have to be aware of. (Get it?)

These are:

Stage 1: Your prospect knows of your product and wants it, but just hasn’t got around to buying it yet.

Stage 2: Your prospect knows of your product but does NOT want to buy it yet.

Stage 3: Your prospect is NOT aware of your product, but IS aware of a desire he has which your product would fulfill.

Stage 4: Your prospect is not aware of your product, though he has a NEED which has to be fulfilled.

Stage 5: Your prospect is not aware of your product AND he is not aware of any need or desire he has relating to what your product does.

Look:

You MUST know which stage of awareness your prospects are in, in that moment of time.

Why?

Because you have to use a different headline “formula” for each stage.

What are these formulas? Let me tell you…

Stage 1: Your prospect knows of your product and wants it, but just hasn’t got around to buying yet.

This one’s easy.

All you really need to do in your headline is state the name of your product and a bargain price.

People in this stage of awareness will then buy.

For example, everyone knows what an iPhone is. And there are millions of people who want one, but haven’t got round to buying yet.

If iPhone wrote a headline which said something as simple as:

“iPhone (whatever the latest model is): Now Available At Half Price,” people would flock to it.

Thing is, most products don’t fall in this category. And if they don’t, then this type of headline would stink worse than my balls after ten sets of squats.

On that nice thought, let’s move on…

Stage 2: Your prospect knows of your product but doesn’t want to buy it yet.

Things are now slightly more complicated…

But not much more.

Here, you just need to strengthen your headline in one of the 7 following ways:

1) Reinforce your prospect’s desire for the outcome your product can help him achieve.

2) Sharpen the image of your product in action, in the mind of your prospect.

David Ogilvy’s famous ‘Rolls-Royce’ ad headline is a great example of this:

“At 60mph the loudest sound in this new Rolls-Royce comes from the electric clock.”

You can now imagine driving a smooth-as-fuck Rolls-Royce, right?

Amazing imagery.

3) Emphasise WHEN and WHERE your prospect can make use of and benefit from your product.

For example, I never bothered with Netflix.

Until, that is, when I went travelling around Thailand and wanted to watch some movies in my downtime.

I didn’t think I’d be able to get Netflix on my phone.

But guess what? I saw a headline saying there was a Netflix mobile app, and I could stream movies from anywhere in the world.

Of course I then signed up, because I was no longer limited to watching movies in my bedroom back in England – I was able to watch them anywhere in the world, at any time I wanted.

4) Emphasise new documentation or proof that backs up the quality/effectiveness of your product.

5) Mention a new mechanism in your product that makes it “perform” better than before.

6) Mention a new mechanism in your product that overcomes a previous limitation it had.

E.g. If there was a brand-new ingredient in a beer that prevented hangovers,that company would be stupid not to mention it in their headline!

7) Finally, you might want to change your prospect’s image of your product altogether, to remove it from competition and/or to enter a new market.

Lucozade did this.

It used to be a drink people had when they were ill. Then they re-positioned it as an energy drink you can have daily.

Genius.

Right, that’s “Stage 2” on the Scale of Awareness done.

Let’s move onto stage 3…

Stage 3: Your prospect is NOT aware of your product, but IS aware of a desire he has which your product would fulfill.

Remember this:

If your prospect doesn’t know of your product yet, and doesn’t know what it can do for him, do not mention it in your headline.

Got it?

Good.

Instead, you should start with the DESIRE your prospect has.

Your body copy must then prove that desire can be accomplished.

And finally, you need to show them that your product is the best/only way they can fulfil that desire.

Next.

Stage 4: Your prospect is not aware of your product, though he has a NEED which has to be fulfilled.

This is similar to “stage 3”, so we’re not gonna spend too much time on this.

Here, you want to name the need and/or its solution in your headline.

Then, you want to really rub salt into the wound so to speak, by making your prospect realise how badly he needs a solution to his need.

And as before, you then present your product as the solution.

Stage 5: Your prospect is not aware of your product AND he is not aware of any need or desire he has relating to what your product does.

Right, this is where a top copywriter earns his money.

If your sales letter headline can appeal to people in this category, you should get a ton more sales, and more money in your bank.

Thing is, how do you do it?

Well, as you might’ve guessed, you can’t mention your product.

Nor can you mention a desire – they’re not aware of it yet.

Price? Definitely not. At this stage, price is irrelevant too.

So what do you do?

You start with (drumroll please)…

YOUR MARKET!

Yep, when addressing a market in this fifth stage of awareness, you need to “call out” your market first, so they can identify with your ad.

If they don’t even identify with it, then they won’t read on. Fact.

Then, only after they’ve identified with your ad through your headline, you do the following in your main body copy:

First, you need to make them aware of the problem or desire.

Then, make them realise there’s a solution.

And finally, same as before, make sure they see YOUR product as the obvious solution.

Anyway, all this might overwhelm you at first. It sure did me.

It’s a lot to take in.

But if you can master this one aspect of copywriting alone, your copy’s gonna convert better than 90% of your competitors.

Meaning more money for you.



Source by Tom Andrews

House Beautiful Magazine – The Definite Guide to Home Decoration

Won’t you love to find your house to look more beautiful? Surely, you do! In fact, not only you, but every people in this world will love to see their house interiors look beautiful and appealing. However, you want to decorate your house with not the common age old themes available. Rather, you would definitely love to apply something special and unique in appearance and will certainly make every strange and visitor amazed by the appealing gorgeousness. However, visiting and consulting the interior decorators will let a big amount of money fly away from your pocket as consultation fee. But, you are not in the mood of spending any sort of money to these expensive interior decorators. Then, what will you do? How will you get your ideas of decorating your house interiors?

There is a definite alternative to the above- mentioned process of consulting the decorators. But trust me, the option that I shall be providing you is a lot more cheaper one and will extremely fruitful according to your needs and requirements. The option is to look for the ones that follow the theme of house designs and d├ęcor. Among the wide range of similar themed ones available, the most useful and popular is this  magazine .

A wide range of unique ideas, appropriate color combinations, along with expert opinions and advice, preview of designs and news are feature in this popular reading material. The  magazine  gets published on a monthly basis.

When you go to buy the  magazine , you may find the price a bit too heavy. Not only this specific brand, but all the brands following the household themes are quite expensive in pricing. That is the major reason people love to avail the subscription offers associated with these popular brands.

You can avail 30 issues for $ 30 or 20 issues for $ 25 or 10 issues for $ 15. While availing the offer of 10 issues gives you a discount of 67% on the total cost price of the issues, the discount percent rises to 72% while availing the offer associated with 20 issues. But the best deal is associated with 30 issues. If you avail the 30 issues offer, then you get a discount of 78% on the overall cost price. Isn’t it a good bargain deal? Surely, it is!

The payment option is through credit card. The best way to avail the subscription is through the online mode, if you are residing in a foreign location. The  magazine  has its own website and there is the option of availing such offers is available. You need to simply fill in a form and click on the option you are choosing and like to avail. And don’t worry about the delivery. It will be get done right at your doorstep within a period of 15 days to the maximum.



Source by Sturt Clark