How to Write Better Advertising Copy
A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing result-oriented ad copy is difficult, as it must appeal, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy; it is based on a number of factors, including ad placement, demographic, even the consumer’s mood when they see your ad. So how is any writer supposed to pen a stunning piece of advertising copy -- copy that sizzles and sells? The following tips will jumpstart your creative thinking and help you write a better ad.KNOW THE BASICSAll good advertising copy is comprised of the same basic elements. Good advertising copy always:Grabs Attention: Consumers are inundated with ads, so it’s vital that your ad catches the eye and immediately grabs interest. You could do this with a headline or slogan (such as VW’s “Drivers Wanted” campaign), color or layout (Target’s new colorful, simple ads are a testimony to this) or illustration (such as the Red Bull characters or Zoloft’s depressed ball and his ladybug friend).Promises Credible Benefit: To feel compelled by an ad, the consumer must stand to gain something; the product is often not enough. What would the consumer gain by using your product or service? This could be tangible, like a free gift; prestige, power or fame. But remember: you must be able to make good on that promise, so don’t offer anything unreasonable.Keeps Interest: Grabbing the consumer’s attention isn’t enough; you have keep that attention for at least a few seconds. This is where your benefits come into play or a product description that sets your offer apart from the others.Generates Action: This

Why Companies Perform Random Drug Testing
Perhaps the most controversial of all drug screenings is the random drug test. Employers have the legal authority to request a random drug test, whether they have a reasonable suspicion or not. Many companies have implemented a policy of completely random drug testing. This practice can be likened to that of a lottery. If your name is selected then it is your turn for random drug testing; the employee may have little or no advance warning in these cases.Employers often exercise their rights to administer random drug testing as a way to determine whether or not an employee is a drug user; drug use in the workplace is often blamed for absenteeism, health problems and on-the-job accidents. Although many companies already require pre-employment drug screenings, many claim that random drug testing is more effective at finding the drug users in their workforce. With a pre-employment drug screening, the employee often has at least a few hours of advance warning and therefore can attempt to take measures to “cheat” on the test. Many products are available to help users pass drug screenings; from synthetic urine to agents that mask the appearance of a particular drug, various methods exist for drug abusers to beat the tests.Most of the random drug testing takes place in settings in which drug use can be hazardous to the well being of others. Factories and warehouses are two prime examples of places that often have random drug testing policies. Forklift drivers under the influence have often been the cause of serious, and occasionally fatal, accidents in the workplace. Drug abusers who work with other heavy machinery or on an assembly line run the risk of injury as well. Random drug tes

Business Plan Facts That Will Help You Sleep Like A Baby
If you've been wanting to buy a business, but are holding back because you're freaked out about the idea of putting together a business plan, then this article should help put your mind at ease.Years ago, I used to actually meet with people wanting to buy a business before they put together a business plan. And I found out after a couple of years that people are afraid of three things -- death, taxes and business plans.This is no joke. It's a lot like public speaking -- most people would rather die or pay their taxes than put together a business plan. Back when I used to teach about buying businesses at seminars, a LOT of people came to me wanting to buy a business with no business plan. And it's no big mystery that not one of them ever got their financing -- and are now telling their grandchildren how successful they would have been if they had gotten the financing.Listen: Don't let the idea of a business plan scare you or stop you from going after a good business to buy. A business plan is nothing more than a detailed description of what you’re doing. And that's it. No big deal. There's nothing to be afraid of. If the thing makes sense and everything falls into place, you'll get your financing. If you seek investor financing and have a good business plan, you'll have no problem at all getting all the money you need.The main thing is to keep it simple. Don’t let the idea of doing a business plan freak you out. It's not rocket science and if you can't hire someone to do it for you, simply go to the library and read a couple books on how to do it, and you'll be fine.

Move Your Business Intentions into Reality
Do you sometimes wonder what's the point of setting intentions? Some solo-preneurs set goals and intentions with joy; but others sabotage their business success by subconsciously waiting for their intentions to bomb. Which is it for you?I've spent a lot of time creating vision boards, journaling, writing success recipes-you name it. I would do it all with gusto and secretly wonder, does this really matter? I mean, I've done it for 30 days and, well, where's my millions?Until this past weekend.This past weekend I had the yearly wahoo! of celebrating my birthday. I always take time to reflect (in a good way) over the past year, where I've been, where I'm going-that kind of thing. This birthday happened to be partnered with the first warm weather (finally!) that we've had in New York City so far this year, so that also meant spring cleaning and my reflections stretched back to 2001 as I went through various journals and intention-mementos.I was literally astounded as I read and looked at "my intentions." First, I was shocked at how much of it had happened and second, I had to laugh at some of what I had put my energy and focus on. I had manifested everything from long hair to starting my own business, to getting married. But just for giggles, let's start with the long hair, shall we?So back in 2001 I was having a tough time. You may have heard me say this before, but I was very sad. I started a new job with a major salary cut, was dumped by my boyfriend (harshly) and my city underwent the largest on-soil terrorist attack in U.S. history-all in the same week. The months that followed were not pretty. As I looked over some of the intentions I had created for my

Getting Creative In Your Job Search
Have you been looking for a job for ages? Been to all the online job boards? Do you routinely check the help wanted section every morning with little success?In this age of downsizing and layoffs, you are not alone. Many people start each day with a cup of coffee in one hand and a pencil in the other while pouring over the employment section of the paper.Even though it is frustrating and you wonder if any job out there will really be for you, you trudge on, a folder full of resumes in your arms you get in the car for a long day of driving around and delivering them to prospective employers.If you think the only way to find a job is to have connections, you may be partly right. With such a demand for employment many jobs never make it to the paper. How can you compete?One way to get the word out and perhaps find some job opportunities that might not otherwise present themselves is to network. Tell friends, family and acquaintances of your job search. These people may have businesses or friends with business where you can be the first one to get an “in” when a position opens up.They may also hear of someone who is hiring and keep you updated on opportunities you may not otherwise have heard about. Their personal referral can also make an impression on the employer in your behalf.Another way to get the jump on other job candidates is to hook up with the recruiting mangers at companies you are interested in. Write down a list of companies that you would like to work for. Then call them and inquire about open positions. Make sure you talk to the human resources manager or the person who is in charge of hiring for your type of position.Onc

Totally Different Questions
In a high-speed global marketplace that reverberates daily with quick-shifting customer expectations and demands from the marketplace to immediately respond, companies may no longer rest on their laurels or keep doing things the way they’ve traditionally been done. The smartest, most successful companies, for example, take pains to pursue not only present customer desires but anticipated, as-yet unexpressed, customers needs and desires in the future. Such projections require both research and imagination.Take Toyota, for example, perennially ranked among the top five sellers of cars and trucks in the US. Its management tinkers constantly with fresh ideas for customizing its vehicles to meet customer desires, each year introducing more models, lighter weight materials, faster cruising speeds, even a first-of-its-kind hybrid engine utilizing electric as well as gas fuel sources. Toyota managers search round-the-clock for ways to do things better and different.“The companies who are innovative ask totally different questions from those who are not,” says Jack Ricchiuto, a creativity consultant based in Cleveland and author of Collaborative Creativity: Unleashing the Power of Shared Thinking (Oakhill Press). “A traditional set of management questions begins with ‘How can we listen to our market better?’ and ‘How can we meet customers’ requirements?’ But creative companies like Toyota ask ‘How can we SURPRISE our market?’ Answering that one requires a high level of commitment to management creativity.”For such reasons, creative companies and managers continually re-evaluate, re-tool and revise what they’re doing, forever gazing beyond the horizon, eager to glimpse wha