digital media strategy blog

“So what?” is a lovely question.

It can lead to a punch on the nose if you tactlessly say it to others to challenge their ideas but, when you use it to question your own decisions it has endless uses. Today I’m going to describe a process for applying it to elicit benefits from features and to determine if a marketing task is really worth it!

This article will require you to roleplay in your own head, or better still, get the help of a colleague or friend to play the role of the “So what customer”.

Eliciting Benefits From Features

Now, imagine, if you will, for a moment your business…

…Think of a service or product you provide…

…How do you currently describe it to potential customers?…

…Okay, now put yourself in the position of one of your customers or potential customers and ask yourself, “So what does that mean to me?”…

…You should be able to elaborate on your initial description to provide more specific and relevant information about your offer…

…Put yourself in the shoes of your customer again and ask, “So what does that mean to me?” in response to your elaboration…

…Aim to keep this dialogue going until you run out of answers to the “So what?” question…

…If you write these responses down you will begin to see a hierarchy of benefits leading from what is usually a simple feature…

…The final response should describe the core benefit to your customer although the journey on the way to this will uncover lots of other useful benefits to consider and use…

Next time you communicate (when networking, talking or writing) about your product or service you might want to start at the other end of this hierarchy (the end with the juicy benefits) and build your message around that.

Remember, most people buy benefits not features.

A feature might describe something in technical terms. A benefit, however, will describe it in a way that your customer can associate to their position, needs and goals.

Here’s a slightly cynical but appropriate quote you might find useful “Bend the facts to fit the conclusion. It’s easier that way.”

Justifying Marketing Spend

There’s another great use of the “So What?” question - during a Lean Marketing Detox. Not sure what a detox is, then read your f’ree ebook that came when you signed up to Lean Marketing Champions!

During a detox you list all your marketing tasks and evaluate them to work out what works and what doesn’t. The “So What?” question comes in really useful during the “Cost Money” justification section. You will be putting all of the Cost Money tasks on a chart one by one and then asking yourself the question “So What?”.

For example, you may have “Get A New Logo” as a Cost Money task. You’ll use the question in the following way…

TASK:

Get A New Logo.

QUESTION:

So you’ll have a New Logo - So What?

ANSWER 1:

My current logo sucks and I’ve seen people sniggering behind my back after receiving my business card. If I want to be taken seriously, the Word Art logo I’m using now will have to go. I think a new logo will help me to make more money.

ANSWER 2:

I just feel like a change. One of my competitors has just changed their logo and it looks lovely - dead cool.
I’m not sure red is in this season either. I just want to do it to keep up with the competition.

ANSWER 3:

I’m about to change address anyway, so I’ll have to get new stationery. The current logo was a good ‘temporary solution’ while I got myself up and running but now I want something that can become a permanent part of my identity. I think it’s necessary to get this right now.

If you opted for ANSWER 1 then your task will have been redeemed.

If you opted for ANSWER 2 then your task was a genuine, ‘recreational marketing’, time wasting, little nasty - DUMP IT. Reprimand your temporary stupidity - destroy that task and then pat yourself on the back - good work!

If you opted for ANSWER 3 then it’s a toughie. This one hangs on by the skin of it’s teeth but we’ll be dealing with it using the ‘Pain or Gain’ Matrix.

If you want to know more about the Truth Chart, The Pain or Gain Matrix and the “So What?” chart, then read the Detox book that came when you signed up - if you can’t find your book (or never got round to reading it - shame on you!) you can access it here - www.leanmarketing.co.uk/champs-freebies.html

As you can see, The “So What?” question can really have a number of meanings. It could mean “So what will you get if you do take this action?” or “So what could be the consequences of not taking this action?” or it could just be a blunt question that prompts truthful justification.

I love “So What!”

Speak Soon,

‘Dangerous’ Debbie Jenkins
debs@debbiejenkins.com

(c) Copyright 2005 www.BookShaker.com

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Sunglasses come in many different styles shapes, colors and even Designer Brands. They can be purchased for as low as $5.00 and go as high as the upper hundreds. But it is not all about personal preference and making a fashion statement. The true function of sunglasses is protection from Ultra Violet Rays.

There are different lenses to choose from when out on the hunt for sunglasses.

* Blue blockers are usually found in amber colors. They are popular with skiers, boaters and especially pilots due to the fact that they block out that blinding blue light.

* Photo chromic lenses are the lenses that adjust the levels of darkness according to the level of Ultra Violet Rays that are being exposed.

* There are also Mirror coated Lenses; they are the best for limiting the amount of light in.

* Gradient Lenses are another type of lens that you find on sunglasses. They are darkest on the top and gradually get lighter as the tint reaches the bottom of the lens. They are extremely helpful to people who drive for a living. The other Gradient lens is called double gradient. These lenses are darkest on top and bottom with lighter tint in the center of the lens. They are also not recommended for driving.

The next dilemma in choosing a pair of sunglasses is choosing the color of the lens. They have green shades, blues, reds, browns, greens and even clear. Despite what people might think about the darker colors being more protective against Ultra Violet Rays, as long as they indicate that they are UV protective, you’re safe.

Children should also be protected from Ultra Violet Rays. They are out in the sunlight more than adults seem to be, their eyes are more sensitive than and adults and most important, UV damage accumulates over time, so we need to start protecting out eyes as early in life as possible.

Tim Gorman is a successful webmaster and publisher of Vision-Doctor.com an online website that offers discounts on contact lenses, eyeglasses, free information on LASIK eye surgery procedures and discount designer sunglasses that you can view in the privacy of your own home.

by Rose Smith, (c) 2005

Don’t you just hate it how one part of your face is oily and shiny, while another is dry and flakey? It seems almost impossible to be able to clean both zones equally. Soap just makes the dry areas drier and lotions make the oily areas even greasier. So what’s a woman to do?

The problem may lie in the facial cleansing products that you are using. While they may work well for your T-zone, the chemicals in the product may actually be removing too much of the natural oils from the rest of your face. That’s the evil of manufactured skin care products. Anyway you look at it, it’s practically impossible to buy a completely natural skin care product made from pure organic ingredients. They have to add some chemicals in order to stabilize and preserve the product for a certain shelf life.

The good news is… the solution to your problem may lie right in your own kitchen cabinets.

Homemade natural skin care products don’t contain any additional chemical ingredients that could potentially irritate or harm your skin. The only prospective problem may lie in people who are allergic to certain food ingredients. This is easily overcome by substituting the offending food or ingredient with another similar ingredient. For example, if you are allergic to strawberries you could substitute a cucumber instead.

Not only do homemade skin care products cost a lot less to make, you can easily experiment with what works best for you without breaking the bank. Let’s face it, some of the products on the market cost a small fortune! I know it frustrates me to buy a product for $20 and find out it either doesn’t work or I can’t use it because it makes me break out. It’s much easier to head off to the kitchen, mix up a small sample batch of something and give it a try.

You will find that some recipes have to be mix up just prior to use as they don’t store well, but the majority of recipes can be stored in the refrigerator for up to a week allowing you to mix up a small batch to save yourself some time. The following recipes are great for people with combination/oily skin that tend to break out with acne and blackheads. Why not give these a try and see how they work for you?

Facial Cleanser For Normal to Oily Skin

2 tbsp cornstarch
2 tbsp glycerin
1/2 cup distilled water

Mix the ingredients together until smooth. Pour into a jar and place the jar inside a double-boiler pot (do not use direct heat on the jar). Bring the water in the outer pot to a boil and heat the mixture until it is clear and has thickened. (If it thickens too much, add a bit more water). Remove from heat and let cool. This is a good all-over facial cleanser and should keep for 7 to 10 days.

Green Tea Skin Toner

1 teabag of green tea
1/2 cup boiling water

Let the tea bag steep for 2 to 3 minutes in the hot water. Remove the tea bag and let the water cool. Pour into an empty toner bottle or something similar with a small opening. Use with cotton pads like you would regular toner. If you wish to, you could also add a 3 or 4 drops of tea tree essential oil. Tea tree oil is a great antiseptic for pimples, while the oil helps to moisturize the skin.

Facial Scrub (Good for blackheads)

1 part baking soda
1 part water

Mix together into a paste. Gently scrub blackheads for 2 to 3 minutes. Rinse off. Use once or twice a week.

Natural Scrub For Oily Skin

1 part sea salt
1 part lemon juice

Mix into a paste and gently scrub face for 1 to 2 minutes. Rinse off. Interestingly, you would think this would be very drying to your skin, but I’ve found it actually leaves your skin feeling clean, refreshed, and soft. Use once a week to remove dead skin cells.

Deep Cleansing Mask

1/2 of a peeled, pureed cucumber
1 tbsp plain, natural yogurt

Mix ingredients together and apply to the face (avoid eye area). Let dry for 20 minutes. Rinse off with warm water. Use once or twice a week to remove dead skin cells and refresh your skin.

As you can see, making up your own natural homemade skin care recipes can be quite simple and convenient with the right ingredients in the house. After all, if you have to run out to buy some cleanser, toner, moisturizer, etc., why not just stock up on what you need to make your own facial skin care products instead? At least you’ll know exactly what’s contained in each product. Just remember to throw away the old stuff after 7 days and make a fresh batch for the following week. Your skin will thank you for it.

Rose Smith owns Total Beauty Tips, where you can learn to rejuvenate and revitalize your skin with body skin care tips and solutions. We feature advice, products and information that will help make your total body feel smooth, soft and fabulous. Visit www.totalbeautytips.com

Speakers are an instrument attached to your TV, radio, portable device, computer, or other piece of equipment. And through speakers we are able to convey and listen to sounds. It is not wrong to mention here that it is a basic and most necessary instrument that hardly anybody is not using. From the shopping mall to the discotheque and, to election campaigning to the executive decision, the necessity of speakers is absolutely undeniable.

Speakers convert the electricity energy into sound energy. It creates the sound for the masses of people, which includes individuals. The speakers are comprised of a permanent magnet, a coil surrounding the magnet called a voice coil, and a cone shaped piece of paper or Plastic called a diaphragm. Together these elements work in concert to achieve a sound that is similar to the live sound that was recorded or is being broadcasted in the first place. The sound is not exactly similar to the original, but it can be very close, depending on the sophistication of construction.

When electric signals from an amplifier pass through the voice coil varying magnetic forces are produced in the coil. These magnetic forces are produced in the coil. These magnetic forces interact and drive the coil in a rapid forward and backward motion. The diaphragm, which is attached to the voice coil, vibrates with it, and in turn sets into vibration the air in contact. Since the surface area of the diaphragm is quite large it sets up vibration in a large mass of air and the sound produced is quite loud.

I’ve often marveled at the loyalty of my dogs through the years. We’ve had several in our lifetime and each one of them was one of the most loyal friends I’ve ever had. I got to wondering once when one of our dogs passed away why humans can’t be more like these lovable animals.

Then one day on the golf course, it hit me. Here I was, out for a nice round of golf with some friends when I was struck by the amount of time we spent in the woods looking for lost balls. The more I thought about, the more I thought we were like our canine friends, searching for our master’s ball. Our master, of course, is the game of golf itself.

As golfers, we spend the whole day fetching balls for our master. We spend endless hours training with our master. Obedience schools for golfers are everywhere, cleverly disguised as Golf Academies. We wait for days for nice weather so we can get out for our walks. Somedays, we even walk in the rain if our master calls us out and we happily set out on our way merely grateful for another chance to spend time with our master. We are rewarded with treats at the 19th Hole after a long day chasing balls. Some golfers have even been known to pee in the woods. We try to learn tricks to impress our master and other golfers. Phil Mickelson can hit a ball with so much spin that it actually lands behind him. All in all, golfers are loyal and faithful to the master we love.

Golfers in general are one of the most fanatic groups of people in the world. They travel extensively to far away places to play golf. They watch hours and hours of golf tournaments on TV. The spend hundreds and thousands of dollars on everything from the newest equipment to the latest and greatest golf training aid in an effort to get better at the game they love.

While the similarities between golfers and dogs are somewhat startling when you actually think about it, could there really be an evolutionary component? I’m not an expect in genetics or biology or science or much else for that matter but I do know one thing. I feel a special bond to my wonderful pet and to the game of golf.

Some say dogs only ever achieve a Grade 2 intelligence level and I know of some golfers who could challenge for that distinction. In the end, do you believe golfers evolved from dogs? Does it matter? Probably not but considering our canine friends can do basically the same thing without requiring acres and acres of land, the latest technology, snappy outfits, or a reserved time to go out and play, it makes one wonder who evolved from who.

Mike Wyman is co-owner of http://www.DateAGolfer.com and http://www.PuttingForPar.com

Everyone wants laptops it seems. How did we exist without them? Taiwanese companies have said material scarcities will affect deliveries this year due to the big demands. It seems like once there are pending orders those will only escalate because demand for laptops is not dropping at all. Also with laptops now it seems like every 6 months or so the technology is already replaced with something different.

With all the recent breakthroughs in technology gaming laptops have benefitted a great amount in my opinion. With prices dropping and new technology being launched rather fast it means that purchasers are getting greater value for money. Gaming performance on notebooks is fairly good considering the factors at play so if you need mobilility they provide a good alternative. Performance to one side, also worthy of a mention is the radically slim case designs we are seeing these days. Sure no one is denying that there is a speed difference between laptop computers and desktop computers in terms of playing games but this should always remain. Could gaming notebooks ever become razor thin? I feel this is a segment to survey.

I feel we’re seeing greater amounts of start up companies exclusively retailing custom built notebooks. With tier 1 brands you normally don’t have an idea what they put into the notebook computer. I like the idea that you can on occasions even ask for what brands you desire. Prebuilt portables are targeted at people who have like minded requirements and that may not be you right? For the extreme consumers, custom notebooks close the void. There are tons of small laptop assembelers around that provide amazing customer care. This is also another major selling factor.

The new notebook computer technology will be breathtaking. Simple ultra portables are the popular thing. I feel the notion for such a product came from the requirements of the developing nations. I really think that we’re bound to see ultra light 15 inch notebooks soon too. If we skip out processing speed I’m certaiin we would see those versions of notebooks today. I can expect its not too long before we start seeing gaming notebooks that weigh nothing. Though notebooks technology follows plans there is forever going to be a product that changes all that.

What is Irritable Bowel Syndrome?

Irritable Bowel Syndrome or as it is sometimes called Spastic Colon or Mucous Colitis or Spastic Colitis or Nervous Stomach or Irritable Colon, is a functional disorder and not a disease. A functional disorder refers to a problem with the functioning of a particular organ within the body, in this case, the Bowel.

Irritable Bowel Syndrome affects up to 20% of the population. In fact, it is one of the most common conditions diagnosed by gastroenterologists. However, as with a number of complaints, it is common for patients to be reluctant to come forward due to the area of the body it concerns.

For the vast majority of patients, it is a chronic condition, however, the symptoms may vary in their strength from being a mild inconvenience to being quite debilitating.

Irritable Bowel Syndrome refers to the muscles within the bowel contracting stronger and for longer than is normal. This causes food to be passed through the intestine quicker than it should which will show itself in a number of symptoms.

What are the Symptoms of Irritable Bowel Syndrome.

The symptoms of Irritable Bowel Syndrome are quite uncomfortable in the main. However, one of the problems with diagnosing it, is the problem that the symptoms for Irritable Bowel Syndrome are the same as for other digestive conditions.

The symptoms are as follows

Crampy pain in the stomach
Painful diarrhea or constipation (or sometimes both)
Mucus in your stools
Swollen or blocked abdomen
Feeling that you haven’t completed your bowel movement.

Diagnosing Irritable Bowel Syndrome

The most common way of diagnosing Irritable Bowel Syndrome is by listening to the symptoms of the patient and then going through a process of elimination of other digestive disorders. This can be quite difficult and often involves a process of trial and error until other conditions have been eliminated.

On top of investigating the symptoms you may need to undergo one or some of the following medical investigations. These are

Flexible Sigmoidoscopy - examination of the lower part of the colon with a flexible lighted tube.

Colonoscopy - small flexible tube which is used to examine the whole length of the colon

Computerized Topography (CT) Scan - This produces a cross sectional series of x-rays which are used to rule out other causes of the symptoms the patient is suffering.

Lactose Intolerance Tests - If the patient lacks the enzyme lactase, then the patient will struggle to digest the sugars found in dairy products. This may produce similar symptoms to Irritable Bowel Syndrome.

Blood Tests - This is done to rule out Celiac Disease which is a sensitivity to wheat protein which may also cause similar symptoms to Irritable Bowel Syndrome.

What causes Irritable Bowel Syndrome?

Nobody has a definitive answer as to what causes Irritable Bowel Syndrome. There are a number of theories as to the cause though.

One theory is that the nerves which control sensations and muscle contractions are to blame.

Another theory is that problems within the Central Nervous System could be the reason for this functional disorder.

Statistics have shown that 2 - 3 times more women suffer from Irritable Bowel Syndrome, so that could indicate that the problem could be due to hormonal issues.

How to treat Irritable Bowel Syndrome.

As it isn’t know what causes Irritable Bowel Syndrome, it is therefore difficult if not impossible to cure. However, there are many ways of alleviating the symptoms. All of these include dietary and/or lifestyle changes which will make the patient much more comfortable if eradicate the symptoms almost entirely. These include

Keeping a food diary - by working out which foods trigger an attach of Irritable Bowel Syndrome, the patient can eliminate these from their diet

One common trigger is eating large meals and also by eating spicy, fried or fatty foods.

If constipation is one of the symptoms, then by increasing the patients water intake and also by increasing the amount of fiber in the diet, the constipation will be reduced.

If diarrhea is a problem then by reducing the amount of fiber in the diet, will hopefully alleviate that symptom.

Cutting our or at least reducing tea, coffee, tea, milk, cola drinks and beer, will make the patient much more comfortable.

Eating at regular intervals can also help

Stop smoking.

Sometimes stress can trigger the symptoms of irritable bowel syndrome. To relieve that, there are a number of exercises which will reduce the patient’s level of stress.

Most of these pieces of advice would probably benefit most people in today’s society however, they have proven to be particularly beneficial to sufferers of Irritable Bowel Syndrome.

In summary, Irritable Bowel Syndrome is a very common functional disorder affecting a significant number of the population. It is very difficult to diagnose, however, treatment is usually a case of changing diet and or lifestyle.

For more information and resources, feel free to take a look at my website IBS Info which contains loads of information on Irritable Bowel Syndrome. For more information on Constipation, have a look here Constipation which contains loads of useful info. If you’re suffering from any medical condition, the best advice to receive is to get advice from a doctor whether you feel embarrassed or not, it is the best advice you’ll get.

Some gents have a hard time keeping a tooled up pecker and some ladies have very long sex drives, meaning it will take her an extraordinarily long time to come. Because of this difference in sex drives, sex intercourse will become a frustrating and unsatisfying session. That’s why large dildos will be helpful. If the man shoots early in the game, or even if the female just takes longer than her bloke, he can continue to penetrate the girl with the huge dildo. That way all sexual play doesn’t have to end. It gives the male plenty of time to charge his stamina and also keeps the woman happy. And so when the bloke is all set to come back into the love making session, she’ll still be aroused enough to accept the gent. If you like lube you should try it with your favourite Sex Toys.

Your very most sensual area is your thoughts. And as far as numerous females will not admit this, the penis is a symbol of power, no matter how large or tiny, it is still associated with fertility. Penetrating your woman with a little dildo will make a fantasy of power activity reality.

Some girls love the sensation of feeling full in their vagina or bottom. Whenever a sex aid such as a massive dildo, penetrates the vagina or back passage, the muscles contract around it. Innumerable females notice the tightening of the above mentioned muscles to be wonderfully enjoyable.

Whatever your requirements for purchasing or bringing back foreign currency, Foreign Currency Direct can often assist your company spare time or conceivably precious money The FCD team offer one off abroad exchanges, regular abroad payments and of course have options when bringing foreign money home to the English Isles. Buy foreign currency from currencies.co.uk and see what great rates they can offer you, their team of brokers work hard to buy at the best rates.

Currencies.co.uk can be found to be the leading independent foreign currencies negotiators whilst primarily been operating since the year 2000 this is somewhat astounding. the FCD team appreciate an incredibly successful set of agents that have become famous in their capable advice and help. Another reason The company can be found to be so broadly selected is that for money exchange Foreign Currency Direct broker the finest prices & the finest currencies exchanges, all this has been markedly documented by 2 Sunday Times 2 2 Observer.

The Foreign Currency Direct site can be really straightforward to use; once you yourself have opened an account you yourself can only try to guarantee the foreign currency exchange rate by phone. If a foreign currency rate should be proposed that you yourself agree, Currencies.co.uk can often at once fax, email and post said confirmation. When you yourself purchase foreign currencies with FCD, the currency rates might often be based surrounding live interbank prices (the currency rate around which one bank sells to another) These can be found to be aggregated from around a selection of sources, are also quoted at real time and might well be further competitive than ordinarily quoted by high street stores or building societies. The interbank exchange rate, which most foreign currency exchange sites & newspapers use is a mid industry foreign currency rate which is not actually achievable to trade at. You yourself might regularly purchase a currency rate a little below the interbank rate or feasibly sell a little above; this is the only way Foreign Currency Direct will offer the foreign currency exchange.

For the reason that you can be found to be moving abroad you yourself can be found to be plausibly going to be moving huge amounts of currency into a foreign currency, your foreign exchange rate might end with the difference between affording quite a bit of luxurious extras or conceivably ending up with lots less than you budgeted for.

There are many things I truly love about running. It’s a long list.

But the pleasant and sometimes unexpected smells, odors, aromas and fragrances that I inhale on my common route is one that’s pretty high up on that list.

In our normal daily lives we live trapped either inside our cars, our homes, offices, or shopping malls. It’s not too common that we are exposed to the natural ambient smells of the world without the intervention of walls and air conditioning systems which deaden our sense of smell.

When I run around the 5K loop in my neighborhood there is nothing that comes in between the world as it is and my olfactory bulb.

The warmer the air, the more smell particles find their way to my grateful nose.

It’s always an experience of comfortable recollection (”ohh, yes, fresh laundry!”) or a puzzling inquiry (”after shave? or burnt grass?”).

The game of olfactory hide-and-seek never ends.

Here are some of the odors and fragrances I encounter on a fairly regular basis on my running route: