Status: O ------------------------------------------------------------ A Better Life: ItsYourFuture! Be Happy, Be Healthy, Live Long and Prosper ------------------------------------------------------------ Vol. 1, No. 8, August 15th. 1999 ISSN 1442-5211 CONTENTS IN THIS ISSUE ---------------------- 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 ------------------------------------------------------------ 1. Welcome from the Publisher ------------------------------------------------------------ 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. ------------------------------------------------------------ 2. Our Motto ------------------------------------------------------------ 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.. ------------------------------------------------------------ 3. BE HAPPY: the MIND-ATTITUDE ------------------------------------------------------------ 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 ) ============================================================ Article Announce - Writer & Publisher Connection - Designed to get writers published and assist e-zine publishers in finding the articles they need. A complete listing of available articles for publication delivered to your email address. Subscribe: mailto:article_announce-subscribe@egroups.com ============================================================ ------------------------------------------------------------ 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 Fitness-on@mail-list.com ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 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 ------------------------ 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." ============================================================ WOMEN! NEW LIST FOR YOU -THE BALANCED WOMAN Parenting tips, household hints, ideas for pampering yourself, articles on subjects such as time management, home management, money management and more! Subscribe to The Balanced Woman. It's easy and it's free! Subscribe via the web at: http://www.onelist.com/subscribe/-TheBalancedWoman or via email at: -TheBalancedWoman-subscribe@onelist.com (don't forget the hyphen!) ============================================================ ------------------------------------------------------------ 5. PROSPER: MONEY-CAREER/BUSINESS/INVESTING/HOME BUSINESS ------------------------------------------------------------ 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 ------------------------------------------ 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 cliché. 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:networking2@SmartBotPro.net For those of you who came in late, check out those early issues in the archives at http://www.egroups.com/list/ItsYourFuture -Ed. ============================================================ Merle's Mission is full of resources that would be of interest to site developers and internet marketers, and promoters. Published twice a month it also includes links to free software, the latest Internet News, and list of links that will help you build and promote your Websie all Free. All new subscribers can place 1FREE ad. 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