Status: O
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A Better Life: ItsYourFuture!
Be Happy, Be Healthy, Live Long and Prosper
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Vol. 1, No. 8, August 15th. 1999 ISSN 1442-5211
CONTENTS IN THIS ISSUE
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1. Welcome - From the Publisher
2. Our Motto
3. BE HAPPY: the MIND-ATTITUDE
Things I Am Learning Slowly- Anon.
Humor: It's Time To Go To School
4. BE HEALTHY, LIVE LONG: the BODY-HEALTH/FITNESS/NUTRITION
Feature Article: Exercise In The Morning-Greg Landry M.S.
Article: Antibiotic Use Linked To Boom In Asthma Cases
Glen's "Food Fit for the Fit" Recipe- with Glen Esse
5. PROSPER: MONEY-CAREER/BUSINESS/INVESTING/HOME BUSINESS
Feature Article: How to Name a Product, Service, or
Company- by Dr. Michel Fortin Ph.D.
6. Privacy Policy, Disclaimer and Copyright Notice
7. Contact Information
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1. Welcome from the Publisher
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Welcome to our 8th. Issue! It's a beautiful, sunny, Sunday
afternoon as I sit here slaving over a hot computer! In a few
minutes, I'll take my own advice on exercise, and go for a
20-30k bike ride. But first, I'd like to welcome all of our
new subscribers from around the world.
I would like to invite your feedback on what you read on
these pages; to hear what you think, and particularly to
welcome any contributions! I would also like to enlist your
support in growing A Better Life: ItsYourFuture! As you read
our pages, think of someone you know who could benefit from
the information. Please tell them about us, or if they're on
email, forward a copy to them. YOU can make a BIG difference!
I hope that you enjoy this Issue, and I look forward to
visiting with you again in two weeks.
John
P.S. Sorry about the lateness of this Issue. Egroups
computer has been down, which held us up.
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2. Our Motto
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Our Motto is- "Be Happy, Be Healthy, Live Long and Prosper."
>From this Motto, we can define the three main areas in which
we intend to assist our readers..
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3. BE HAPPY: the MIND-ATTITUDE
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Quote:
"A man can only rise, conquer, and achieve by lifting up
his thoughts"
-James Allen
Things I Am Learning Slowly
---------------------------
(Anon.)
I've learned --
that no matter how much I care,
some people just don't care back.
I've learned --
that it takes years to build up trust,
and only seconds to destroy it.
I've learned --
that it's not what you have in your life,
but who you have in your life that counts.
I've learned --
that you can get by on charm for about fifteen minutes.
After that, you'd better know something.
I've learned --
that you shouldn't compare yourself
to the best others can do.
I've learned --
that you can do something in an instant
that will give you heartache for life.
I've learned --
that it's taking me a long time to become
the person I want to be.
I've learned --
that you should always leave loved ones with loving words.
It may be the last time you see them.
I've learned --
that you can keep going long after you can't.
I've learned --
that we are responsible for what we do,
no matter how we feel.
I've learned --
that either you control your attitude
or it controls you.
I've learned --
that regardless of how hot and steamy a relationship is at
first,
the passion fades and there had better be something else to
take its place.
I've learned --
that heroes are the people who do what has to be done,
when it needs to be done, regardless of the consequences.
I've learned --
that money is a lousy way of keeping score.
I've learned --
that my best friend and I can do anything or nothing
and have the best time.
I've learned --
that sometimes the people you expect to kick you
when you're down
will be the ones to help you get back up.
I've learned --
that sometimes when I'm angry I have the right to be angry,
but that doesn't give me the right to be cruel.
I've learned --
that true friendship continues to grow,
even over the longest distance. Same goes for true love.
I've learned --
that just because someone doesn't love you
the way you want them to,
doesn't mean they don't love you with all they have.
I've learned --
that maturity has more to do with what types of experiences
you've had and what you've learned from them,
and less to do with how many birthdays you've celebrated.
I've learned --
that you should never tell a child their dreams
are unlikely or outlandish. Few things are more humiliating,
and what a tragedy it would be if they believed it.
I've learned --
that your family won't always be there for you.
It may seem funny, but people you aren't related to can take
care of you and love you, and teach you to trust people again.
Families aren't biological.
I've learned --
that no matter how good a friend is,
they're going to hurt you every once in a while.
And you must forgive them for that.
I've learned --
that it isn't always enough to be forgiven by others.
Sometimes you have to learn to forgive yourself.
I've learned --
that no matter how bad your heart is broken,
the world doesn't stop for your grief.
I've learned --
that our background and circumstances may have
influenced who we are,
but we are responsible for who we become.
I've learned --
that just because two people argue,
it doesn't mean they don't love each other.
And just because they don't argue,
it doesn't mean they do.
I've learned --
that we don't have to change friends,
if we understand that friends change.
I've learned --
that you shouldn't be so eager to find out a secret.
It could change your life forever.
I've learned --
that two people can look at the exact same thing
and see something totally different.
I've learned --
that your life can be changed in a matter of hours
by people who don't even know you.
I've learned --
that even when you think you have no more to give,
when a friend cries out to you,
you will find the strength to help.
I've learned --
that credentials on the wall do not make you a decent human
being.
I've learned --
that the people you care about most in life
are taken from you too soon.
I've learned --
that it's hard to determine where to draw the line
between being nice and not hurting people's feelings
and standing up for what you believe.
Humor: It's Time to go to School!
---------------------------------
Early one morning, a mother went in to wake up her son.
"Wake up, son. It's time to go to school!"
"But why, Mom? I don't want to go.", he replied.
"Give me two reasons why you don't want to go."
"Well, the kids hate me for one, and the teachers hate me,
too!"
"Oh, that's no reason not to go to school. Come on now and
get ready."
The son says to his mother, "Give me two reasons why I
should go to school."
"Well, for one, you're 52 years old and for another, you're
the Principal!"
(This charming item was found in the Opportunity Update Ezine.
For your free subscription, send a blank email to
mailto:opp-update-on@mail-list-com )
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4. BE HEALTHY, LIVE LONG: the BODY-HEALTH/FITNESS/NUTRITION
------------------------------------------------------------
Quote:
"What we have is a science of illness. What we need is a
science of health."
-Rene Dubos
Feature Article: Exercise In The Morning!
-----------------------------------------
By Greg landry M.S.
If I had to pick a single factor that I thought was most
important in a successful exercise or weight loss program, it
would be to exercise first thing in the morning... every
morning! Some mornings, you may just be able to fit in a 10
minute walk, but it's important to try to do something every
morning.
So why mornings?...
1. Over 90% of people who exercise *consistently*, exercise
in the morning. If you want to exercise consistently, odds
are in your favor if you exercise first thing in the
morning.
2. When you exercise early in the morning, it "jump starts"
your metabolism and keeps it elevated for hours, sometimes
up to 24 hours! That means you're burning more calories
all day long just because you exercised in the morning!
3. When you exercise in the morning you'll be *energized* for
the day! Personally, I feel dramatically different on days
when I have and haven't exercised in the morning.
4. Many people find that morning exercise "regulates" their
appetite for the day...that they aren't as hungry and that
they make better food choices. Several people have told me
that it puts them in a "healthy mindset"
5. If you exercise at about the same time every morning...
and ideally wake-up at about the same time on a regular
basis, your body's endocrine system and circadian rhythms
adjust to that, and physiologically, some wonderful things
happen; A couple of hours *before* you awaken, your body
begins to prepare for waking and exercise because it
"knows" it's about to happen...why? because it "knows" you
do the same thing just about everyday. You benefit from
that in several ways...
a) It's MUCH easier to wake-up. When you wake-up at
different times everyday, it confuses your body and
thus it's never really "prepared" to awaken.
b) Your metabolism and all the hormones involved in
activity and exercise begin to elevate while you're
sleeping. Thus, you feel more alert, energized, and
ready to exercise when you do wake-up.
c) Hormones prepare your body for exercise by regulating
blood pressure, heart rate, blood flow to muscles, etc.
6. For many people, that appointed time every morning becomes
something they look forward to. It's time they've set
aside to do something good for themselves...to take care
of their body and mind. Many find that it's a great time
to think clearly, pray, plan their day, or just relax
mentally.
7. Research has demonstrated that exercise increases mental
acuity... on average it lasts four to ten hours after
exercise! No sense in wasting that while you're sleeping. :)
8. Exercise first thing in the morning is really the only way
to assure that something else won't crowd exercise out of
your schedule. When your days get hectic, exercise usually
takes a backseat!
9. If finding time to exercise is difficult, anyone can get
up 30 to 60 minutes earlier to exercise (if it's a
priority in your life). If necessary, you can go to sleep
a little earlier. Also, research has demonstrated that
people who exercise on a regular basis have a higher
quality of sleep and thus require less sleep! :)
10. You'll feel GREAT! DO IT! :)
� Copyright 1999 by Greg Landry, M.S., All Rights Reserved
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Author and exercise physiologist, Greg Landry, M.S.,
publishes a FREE email newsletter, "Greg Landry's Fitness
Newsletter"!
To subscribe, send a blank email to
[email protected]
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Antibiotic Use Linked To Boom In Asthma Cases
---------------------------------------------
By BELINDA HICKMAN
Medical Writer Australian Newspaper Published March 3, 1999
"NEW theories are emerging that seek to explain why rates of
asthma and allergies are increasing in developed countries.
Researchers released yesterday the results of two studies
investigating links between asthma and antibiotic use and
asthma and the size of newborn babies.
Wellington School of Medicine Associate Professor Julian
Crane told the Thoracic Society of Australia and New
Zealand's annual scientific meeting that antibiotic use in
infants may be increasing the risk of children developing
asthma.
He made the claim based on results of a survey of 450 parents
of children aged 5 to 10 years, which found children given
antibiotics were four times more likely to develop asthma
than those who had never received the medication.
Those who had antibiotics during their first year, or had a
higher number of courses, had the highest risks of developing
asthma, the study found.
The findings may link in with an emerging theory: that
children are not being exposed to infections as often or for
as long and therefore their immune systems do not face the
same burden, Mr Crane said.
As a result their immune system may be increasing its focus
on allergens leading to asthma or allergies."
* Glen's "Food Fit for the Fit" Recipe *
---------------------------------------
with Glen Esse
TWO WAYS WITH DRUMSTICKS
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SPICY CHICKEN DRUMSTICKS
8 Drumsticks ( with skin removed )
1/2 cup Tomatoe sauce
1/4 cup Soy Sauce
1/3 cup Honey
1/4 cup Sherry or Wine
1 teaspoon 5 Spice Powder
1 teas. Ginger Powder
2 teas. Chilli Sauce.
* 3 Shallots ( Spring Onions ) for garnish
APRICOT/MUSTARD DRUMSTICKS
8 Drumsticks ( with skin removed )
1 cup Diet Apricot Jam ( Jelly )
2 tablespoons Dijon style Mustard
1/4 cup Cider Vinegar
1/4 cup Brown Sugar
1/4 cup Honey
* Sesame Seeds for garnish
Instructions for both Recipes:
Place drumsticks in deep bowl. Combine all other ingredients
except garnishes in a saucepan. Heat through to combine and
pour over drumsticks. Marinate overnite or at least three
hours the longer the better. Bake in a 180C. oven for 30 mins.
or grill on a B.B.Q. Serve with salad or on brown rice with
steamed broccoli.
Glen's Quote for the Day:
"Knowledge Speaks but Wisdom Listens."
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5. PROSPER: MONEY-CAREER/BUSINESS/INVESTING/HOME BUSINESS
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Quote:
"If you're not in business for fun or profit, what the hell
are you doing here?"
-Robert Townsend
Picking a memorable, appropriate name for your product or
company is one of the most important business decisions you
will make. In just a few words you have to create a positive
impression in the customer's mind, one that differentiates
you from your competitors. A great name costs no more than a
poor one, so I recommend this powerful article by Michel
Fortin to you.- Ed.
How to Name a Product, Service, or Company
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by Dr. Michel Fortin Ph.D.
In today's world, it is an understatement to say that we are
constantly bombarded with information of nuclear proportions.
The roles of both the consumer and the entrepreneur have
become so immensely challenging that choosing a business from
which to buy -- let alone being and remaining in business --
has become a dizzying process. Therefore, how does one survive
let alone thrive in today's explosive hypercompetitive,
overcommunicated marketplace?
Unfortunately, many businesses still market themselves with
institutional approaches (the kind that only says "I'm open
for business"). These methods no longer work -- at least not
as effectively as before. For instance, while some companies
successfully generate a good response from their marketing
efforts, it is one from which little or no business is
produced.
The key, nowadays, is not to advertise that one is "in"
business but that one is "the" business of choice. Where
people used to ask "why should I buy this product?" today,
that question has changed to "why should I buy this product
FROM YOU?" Simply put, today's consumer will choose one
company over another because the perceived value in their
choice is greater.
The world is so full of raw, unstructured data that people
no longer have the time to sift through all the information
that is thrown at them let alone to make sense of it all.
They no longer have the time or energy to shop around for
the best product from the best company at the best price.
They usually make a buying decision based on the kind of
information that instantly communicates a specific benefit
- one in which there is an implicit added value.
Generating interest from one's marketing is one thing, but
getting respondents to actually buy is another. So, how can
a company communicate that it is the business of choice? What
kind of information will get people to buy what it has to
offer and do so instantly, especially in a hypercompetitive,
highly marketed world? The answer is through positioning.
Top-of-Mind Awareness
In today's world, top-of-mind awareness is the most
effectively provocative form of marketing available. The idea
is to create, within the subconscious minds of prospects, a
psychological anchor that causes people to choose when a
need presents itself a company over another instantaneously.
The goal is to market one's business in specific ways so that
the name, product, or service stays at the top of their minds
at all times. In other words, since people no longer have
the time to shop around, when they do have a certain need
they will go to or look for the company that happens to be
at the top of their minds at that very moment.
Ries and Trout, the fathers of the positioning concept and
authors of the bestsellers "Positioning: The Battle for Your
Mind" and "The 22 Immutable Laws of Marketing," state what
I believe to be the most powerful notion in the world of
business in that marketing is a battle of perceptions, not
products. In fact, marketing is all about perception. You
don't need to be the best company offering the best product
at the best possible price in order to be known as the best.
As long as people perceive you to be the best there is, you
have the upper hand.
However, here's the caveat. People want the best and that
has never changed. But if you outright state that you are
you then place yourself in a very fragile position, for
people will think that you're either exaggerating at best.
As an old mentor of mine once said, "Implication is more
powerful than specification." If your marketing implies that
you are the best without utterly claiming it, people will
then perceive that you're the best and you will thus gain a
winning edge over your competition. In essence, top-of-mind
awareness marketing is to be the best in the consumer's mind.
It is win the battle for your clients' thoughts and not
their dollars.
Now, there are many steps that one can follow in order to
effectively achieve top-of-mind awareness, but this
deserves a book entirely on its own. So, let me share one of
them with you, which is the first and most important step in
top-of-mind awareness marketing: Names.
Names
Does the name of your business, product, or service
intrinsically reflect the nature or benefit of that which you
provide? I am astounded to see many businesses today that are
still called by ordinary or blatantly unappealing names, or
names that mean nothing such as with acronyms like "MGF
Technologies, Inc." I agree that some businesses may have
notable or even catchy names. But if they don't create top-of-
mind awareness, they won't create more business.
Consider this example. Which investment company would come
immediately to mind if you were in the market for one: "John
Smith Investments" or "Wealth Wise, Inc."? What about "John
Smith, Accountant" or "A Knack with Knumbers"? Would you
choose "JSI Brokers, Ltd." or "Money Mastery"? You see, your
name is extremely important in order to anchor your firm and
position it above the competition in the minds of your
prospects.
If your name does not tell people who you are and what
advantage people have in choosing you (i.e., the added value
you bring to the table), consider changing your name,
especially to a brand name that reflects the benefits of
choosing your firm. Choose a name that communicates your
unique competitive edge and does so clearly, effectively,
and efficiently.
Today, with their very limited time, people would love to
skip the inconvenience of searching for that one company that
offers exactly what they want. If they've heard of your
business and want to know more, however, many will attempt a
to go directly to you even before thinking about searching
for the appropriate solution. But if they did not hear of
you, their search will be vastly more simplified if your
name conveys a specific, unique, and direct benefit.
Taglines
Another tip is to add taglines to your business, product,
and service names. A tagline is a small sentence, preferably
five words or less, that says all that you are in one single
swoop. I'm sure you've heard of "The Midas Touch," "Kills
Bugs Dead", "Just Do It," or "You deserve a break today."
More than likely you know from which company these taglines
derive.
Taglines are extremely effective, particularly in casting an
aura of superiority or exclusivity, and doing so without
stating it outright. They usually complement business or
product name and help to anchor them in the mind more
effectively. Taglines are particularly beneficial when one
is self-employed, running a home-based business, or limited
in making claims due to the type of industry in which one
operates. Through a tagline, one can create the perception
of superiority and anchor one's firm or product effectively
in the minds of prospective clients.
Here are some examples. Rather than saying "John Smith,
Business Etiquette Consultant," say "John Smith, Where
Protocol Meets Profits." Instead of saying "Jane Smith,
Graphic Designer," say "Jane Smith, Great Graphics
Guaranteed." Other than saying "John Doe, Fashion Consultant,"
say "John Doe, Flat-Out Fabulous Fashions." Remember that
the more top-of-mind awareness it creates, the simpler the
search for your business becomes.
For instance, if you were to put two products from two
separate companies side by side, two products that are of
the same kind, quality, and price, which one would you buy?
Naturally, you would have a tendency to gravitate towards
the one whose package is such that it makes the product
appear as if there is more value added to its purchase.
This added value may be in the form of guarantees, lower
prices, better quality, additional features, faster results,
etc. Essentially, put a special name and possibly a tagline
on your product or service that communicates this added
value. If your product seems ordinary or is similar to that
of your competitor's, make it appear extraordinary through
its name.
A typical or even nameless product or service may be easier
to sell when face-to-face with a consumer. But in the
impersonal world of highly competitive marketing, however,
the lack of human interaction takes away the emotional
element as well as the ability to persuade or overcome
objections. Therefore, a name must communicate that emotion.
By doing so, it positions the product or service in the
prospect's mind and empowers them to buy.
The object of names and taglines is not to claim superiority
or to make one "look good." It is simply to turn the assumed
into the assured in the minds of people (i.e., to make their
choice a simpler and more confident one). If they don't have
to assume that your firm or product offers a specific process,
result, or benefit, they will likely choose you first.
For instance, most mechanics or garages offer free estimates
these days. Not only do people assume that most of them do,
they also expect it. This ordinary service has become but an
intellectual clich�. However, let's say you've heard of a
garage offering "Free Fee Finders" or "No Guesstimate
Estimates," or one whose tagline says "Where Estimates and
Smiles are Free." Now, if you had to choose a mechanic and
you specifically wanted one that offers free estimates,
would you go to one you think that offers them or to the one
you know that does?
Everybody Can Do It!
This process is amazingly simple yet so remarkably effective.
If people don't have to assume that your company, product,
or service offers a certain benefit, or in other words if
you take the guess work out your prospects' mind, you
instantly place it head above your competition. You might
think this process is a little silly or even meaningless,
but people have made fortunes by simply packaging ordinary
companies or products -- even those that are identical to
that of their competition -- a little differently. Remember
the "pet rock"?
In the beginning, my consulting practice was dedicated to
doctors. And during my work I often heard this silliness
objection time and time again. But I still say that the
above techniques can be applied even in these situations.
For instance, a dentist offers traditional general
anesthesia and nitrous oxide (laughing gas) sedation in
order to make the process of dental work a pleasant and more
comfortable experience. Many if not all dentists in his area
offer the very same thing. However, he markets it with two
simple words: "Dream Dentistry." 'Nuff said.
In essence, in today's hypercompetitive, overcommunicated
world, top-of-mind-awareness is probably the best marketing
tool now available. Through packaging, an ordinary company,
product, or service can become irresistibly compelling. This
is what I call "Glue for the Mind." So, make the ordinary
extraordinary. Make yourself outstanding by making yourself
stand out!
------------------------------------------------------------
About the Author
Michel Fortin, Ph.D. is a consultant dedicated to helping
businesses turn into powerful magnets.
Visit
http://SuccessDoctor.com to receive a FREE copy of his
book, "The 10 Commandments of Power Positioning." He is also
the editor of the "Internet Marketing Chronicles" e-zine --
subscribe FREE at
http://SuccessDoctor.com/IMC/.
------------------------------------------------------------
Readers who enjoyed Nancy Roebke's definitive Networking
Series published in Issues 2,3 and 4 can read the rest of her
article by autoresponder. Just send a blank email to
mailto:
[email protected] For those of you who came
in late, check out those early issues in the archives at
http://www.egroups.com/list/ItsYourFuture -Ed.
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All new subscribers can place 1FREE ad. To subscribe send
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6. Privacy Policy, Disclaimer and Copyright Notice
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PRIVACY POLICY: Your privacy is important to us. We will not,
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DISCLAIMER: A Better Life: ItsYourFuture! Ezine is intended to
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(c) Copyright 1999 A Better Life: ItsYourFuture!
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