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Editorial:    

Happy Easter to all of you, my precious Readers!

Finally, I finished the new look of Pathway To Success Portal. I will very much appreciate if you could please visit the new site and tell me whether you like it, what you miss there and any idea you have. Thank you, I really value your feedback. http://www.thecassiopeia.com/Portal/

Vital note: 2005 is the year RSS publishing will increase at an exponential rate, Guaranteed. ALL the big players, like Yahoo, Google, MSN, Ebay, CNN, BBC, Business Week, New York Times, Microsoft, IBM - to name a few - are already 'in'. Many smaller players have also implemented RSS support in their businesses, and you should too.

I was among the first to start using and promoting it, believe in its future very much and bring top news regularly. Many have joined already, and if you haven't yet, do so fast! Read more in Today's Issue.

Also, I have changed our feed completely to match the full Subscriber Version, in other words, you can get the full Issue on the feed now.

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It has many advantages, in fact it's the most amazing piece of software I've come across, I simply love it and believe you will too. I can also inform you of hot items at once, it's absolutely unobtrusive, small, handy.

Note: when installing the reader on your computer, you will be asked to allow stats, please do so. It doesn't collect any personal information. The reason is that I am part of a beta-testing team preparing data on RSS publishing versus traditional ezine delivery using email and how RSS will compare in the future due to the problems with spam etc these days. The results will be presented on the New York Syndicate Conference in May: http://www.thecassiopeia.com/newyorkconf.html

I will appreciate if all of you could please get the reader, it's free, and send me your feedback, what more you want to have, any ideas of how to improve it. Thank you.

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Sincerely,

Irena Whitfield

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Today's Feature Article

Top 12 Advertising Mistakes to Avoid Spending all your money on advertising but getting no results?
Find out whether you're guilty of committing one of these huge blunders
Roy H. Williams

Q: I've spent a ton of money advertising in lots of different media, but it doesn't seem like I have much to show for it. Can you tell me plainly and simply how to advertise so it will work?

A: I applaud your honesty. The simple truth is, most advertisers feel just like you do, but their pride won't let them admit it. Unfortunately, I don't have a "success pill" for you to swallow, but I can describe each of the most common mistakes you will need to avoid:

1. The quest for instant gratification: The ad that creates enough urgency to cause people to respond immediately is the ad most likely to be forgotten immediately once the offer expires. It is of little use in establishing the advertiser's identity in the mind of the consumer.

2. Trying to reach more people than the budget will allow: For a media mix to be effective, each element in the mix must have enough repetition to establish retention in the mind of the prospect. Too often, however, the result of a media mix is too much reach and not enough frequency. Will you reach 100 percent of the people and persuade them 10 percent of the way? Or will you reach 10 percent of the people and persuade them 100 percent of the way? The cost is the same.

3. Assuming the business owner knows best: The business owner is uniquely unqualified to see his company or product objectively. Too much product knowledge leads him to answer questions no one is asking. He's on the inside looking out, trying to describe himself to a person on the outside looking in. It's hard to read the label when you're inside the bottle.

4. Unsubstantiated claims: Advertisers often claim to have what the customer wants, such as "highest quality at the lowest price," but fail to offer any evidence. An unsubstantiated claim is nothing more than a cliché the prospect is tired of hearing. You must prove what you say in every ad. Do your ads give the prospect new information? Do they provide a new perspective? If not, prepare to be disappointed with the results.

5. Improper use of passive media: Nonintrusive media, such as newspapers and yellow pages, tend to reach only buyers who are looking for the product. They are poor at reaching prospects before their need arises, so they're not much use for creating a predisposition toward your company. The patient, consistent use of intrusive media, such as radio and TV, will win the hearts of relational customers long before they're in the market for your product.

6. Creating ads instead of campaigns: It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive and memorable ads are those most like a rhinoceros: They make a single point, powerfully. An advertiser with 17 different things to say should commit to a campaign of at least 17 different ads, repeating each ad enough to stick in the prospect's mind.

7. Obedience to unwritten rules: For some insane reason, advertisers want their ads to look and sound like ads. Why?

8. Late-week schedules: Advertisers justify their obsession with Thursday and Friday advertising by saying "We need to reach the customer just before she goes shopping." Why do these advertisers choose to compete for the customer's attention each Thursday and Friday when they could have a nice, quiet chat all alone with her on Sunday, Monday and Tuesday?

9. Overconfidence in qualitative targeting: Many advertisers and media professionals grossly overestimate the importance of audience quality. In reality, saying the wrong thing has killed far more ad campaigns than reaching the wrong people. It's amazing how many people become "the right people" when you're saying the right thing.

10. Event-driven marketing: A special event should be judged only by its ability to help you more clearly define your market position and substantiate your claims. If 1 percent of the people who hear your ad for a special event choose to come, you will be in desperate need of a traffic cop and a bus to shuttle people from distant parking lots. Yet your real investment will be in the 99 percent who did not come! What did your ad say to them?

11. Great production without great copy: Too many ads today are creative without being persuasive. Slick, clever, funny, creative and different are poor substitutes for informative, believable, memorable and persuasive.

12. Confusing response with results: The goal of advertising is to create a clear awareness of your company and its unique selling proposition. Unfortunately, most advertisers evaluate their ads by the comments they hear from the people around them. The slickest, cleverest, funniest, most creative and most distinctive ads are the ones most likely to generate these comments. See the problem? When we confuse response with results, we create attention-getting ads that say absolutely nothing.

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Nicknamed "the Wizard of Ads" by an early client, Roy H. Williams and his staff have often been the unseen, pivotal force in amazing come-from-behind victories in the worlds of business, politics, and finance. Williams is the author of The Wizard of Ads, Secret Formulas of the Wizard of Ads, Magical Worlds of the Wizard of Ads, Accidental Magic and Free the Beagle.
http://www.wizardacademy.com/

Today's Motivational Reading

Are You in Touch With Your Inner "M"?
Donna Monday

"M" is for Motivation.

What motivates you to do a good job?

Is it a sense of achievement?

Recognition for a job well done?

Helping people?

Desire for responsibility?

Solving problems?

Making more money?

You should give some thought to what motivates you to do your job better and allows you to feel a real sense of job satisfaction. Motivation is one of those thought-provoking questions that some interviewers may ask you while you're interviewing for a job. Be prepared to answer the question:

What motivates you?

Prepare for this challenging question in advance so you won' t ramble if asked. Having a motivated employee may be one of the qualities an interviewer wants to see during the interview, so think about the times you really felt enthusiastic and/or energized at work. What made you feel that way?

That's your motivation.

********************************
Donna Monday Get Hired Now! Use These Online Interview Tips http://www.get-a-job-interview-quick-tips.com

Today's Subscriber Article

The Wonders of Compound Interest
Rosella Aranda

Albert Einstein called compound interest “the greatest invention of all time.” It has even been referred to as the “Eighth Wonder of the World.” The trick is to get this tremendous force working for you rather than against you.

Is compound interest gobbling up a significant chunk of your earnings? If you maintain an ongoing balance with a credit card company, compound interest is costing you much more than you probably realize.

Let’s start with basic interest, which is a fee that you pay to a lender for the privilege of borrowing his money. This interest is attached to the original amount at an agreed upon rate. Compound interest is calculated on the balance owing plus any previous interest charges. So then you find yourself paying interest on the interest. This compounding effect continues until it virtually takes on a life of its own. Credit card lenders make a killing putting this principle to work for them. Allow me to illustrate.

Let’s say you’re carrying a balance of $1,000 on a credit card with a 15% APR. If you pay only the minimum each month, you could conceivably gnaw away at this debt for over 25 years and end up repaying a total of over $3,400! If, on the other hand, you could commit yourself to paying $100 per month, this debt would be wiped out in less than a single year and the interest would come to a much less offensive $75.

Now let’s look at what would happen if you took $1,000 and put it to work for you instead of against you. Let’s assume that you are able to keep your hands off this money and simply let it sit and earn 6% interest compounded annually. After 12 years, your money would have doubled without you adding one extra penny!

You can quickly figure out in your head how long it will take for a sum of money to double by applying the “Rule of 72.” You simply take whatever interest rate you’re earning ( 6% in this case) and divide it into 72. The result will be the number of years required to double your money. (72/6 = 12 in our example)

You can apply the rule backwards as well. Let’s say you have a lump sum of $5,000 that you would like to grow into $ 10,000 in 8 years. You would need to find an investment that pays 9% compound interest. (72/8 = 9). If the best you can find is an 8% return on your money (hypothetically speaking,) then it would take you 9 years to double your money. Not bad for just letting it sit there!

Now let’s assume that you want to help the growth rate along, so you add an extra hundred dollars to this account just once a year. At the end of the 12 years, you would now have $3,800. If you could discipline yourself enough to add $200 a year, then you would find yourself with almost $5600. Seeing your money grow like this might well entice you to invest more money each month and really reap the benefits of this wealth-generating principle. And there’s more good news. These examples demonstrate what happens when your investment compounds annually. Some institutions are more generous, compounding your interest quarterly, monthly or even daily.

It’s pretty clear which end of the compound interest principle you want to be on. The first step toward the winners’ circle is to pay off your existing debts. Even if you’re already having trouble making ends meet, a mere $1 addition to a minimum payment can significantly shorten the life of that loan. That’s right, just one dollar. You won’t miss it and it would be well worth it. Remember the compounding effect. And once you’re out of debt, there’s no minimum for earning compound interest. Any sum that you can set aside will do. You don’t need to be Donald Trump or Bill Gates in order to benefit from compound interest. It can work wonders for us all.

****************************
Rosella Aranda, international marketer, writer and business mentor, collaborates with a team of experienced professionals to help people achieve financial health and peace of mind. To learn how to reduce your debt, view: http://www.FreeFreedomSeminar.com For further information on how you can become financially independent, please visit http://www.FinancialFreedomWorld.com or write to rosella_aranda@yahoo.com

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