Businesses spend too many dollars, however, on ads that simply
will not result in increased sales and profits. These ads are
poorly conceived, poorly written, poorly designed, poorly
targeted, and poorly placed.

Sounds like a poor way to do business, doesn’t it?

I often ask clients (as tactfully as possible), why they have
run a particular ad. I get a lot of blank stares. A few tense
moments will pass while the client tries to think of a clever
answer. “To get the company name out in front of the public so I
can get more business.” they reply, with some relief.

This poor soul has just described a lack of a well defined goal,
which leads almost inevitably to what I call an institutional
ad. An institutional ad can best be described as one which
identifies the advertiser and lists address, telephone number,
hours of operation, and (maybe) the company logo. That’s it.
What a terrible waste of money!

Unless your company grosses a billion dollars a year, you can’t
afford to do institutional ads. If your company does gross over
a billion dollars a year…you’re probably too smart to run
institutional ads.

Every ad you run must result in increased sales and profits and
an enhanced image for your company. Every ad should make the
customer a solid offer and give the customer sound reasons to
buy from you now. Remember, the customer is sitting back and
asking, “What can you do for me?” If you’re careful to answer
that question with a powerful offer and reasons to buy now,
you’re on your way to advertising success…which results in
increased sales and profits.

How can you improve your chances of increasing sales?

Let’s look at some profit-producing ideas…

SEEK PROFESSIONAL HELP

Very few businesses are prepared or qualified to produce quality
advertising. If you spend more than $2,000 per month in
advertising, you should seriously consider hiring a qualified
advertising professional. There are any number of skilled
freelancers who can develop strategy, and create your marketing
materials with a keen eye to using proven methods and techniques.

Good advertising talent always pays it’s own way through
increased sales and profits, improved cost-effectiveness,
reduced selling costs, and shortened selling cycles.

If your resources are limited, don’t feel lost. There’s no
reason why you can’t learn to write an effective ad. That’s what
the rest of this article is all about…how you can create
advertising that sells.

FOLLOW A PROVEN FORMULA

One of the oldest and most useful formulas for ad design takes
its name from the opera Aida by Giuseppe Verde. In this case the
letters A-I-D-A stand for ATTENTION, INTEREST, DESIRE, AND
ACTION.

In it’s simplest form this formula serves as a structural
blueprint. It guides us to: (1) Get the prospect’s Attention,
(2) Foster his or her Interest in your offer, (3) build Desire
for your product or service and (4) Generate some type of Action
on the part of the buyer.

As we expand on each of these elements individually, you’ll
discover for yourself how to apply the formula to your specific
situation.

ATTENTION (The Headline)

Hit your prospect right between the eyes with a magic wand. How?
With a powerful benefit headline. The headline is the most
important single element of your ad. You have two to three
seconds to stop the reader as he or she passes by. You must stop
the reader, and interest them in your benefit, if you expect
them to read further.

A powerful headline will (1) stop the reader (2) isolate and
qualify your best prospects, and (3) pull your reader into the
sub-heads and body copy.

How do you write the attention-getting headline? First,
carefully review all the benefits of-use of your product or
service. Second, take your most important benefit and weave that
benefit into your headline. Use action words to describe the
benefit to one individual reader.

Here are some examples…

“Save 50% On Office Supplies…Send For Your Free Catalog Today
!”

“How YOU Can Create Advertising That SELLS!”

“New! Amazing Techniques That You Can Use To Land A High-Paying
Job…Today!”

“How To Design Profit-Producing Web Sites That SELL!”

APPEALING TO BUSINESS EXECUTIVES

When writing your ad to a business-to-business audience you
should keep in mind the six key benefits most likely to get
attention:

1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits
5.Enhance Image 6.Boost cash flow

Most other benefits are subordinate to these key six. I call
them the”Business Benefit Six-Pack.” Show your customer how your
product or service provides these benefits, and you will
dramatically improve your results.

INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits-
Benefits)

You build interest in your product or service (and the desire to
buy) by making the customer a compelling offer and by describing
as many benefits as possible in simple and interesting terms.

Tip # 1: Top ad pros always write the ad first, then buy
whatever space necessary to display the ad message with clarity
and power.

Tip # 2: Words sell…graphic design displays the words in a
visually appealing way. Don’t confuse the two. No amount of
trendy design will make a poorly written ad sell for you. Good
design reinforces good copy…it cannot take the place of it!
The implication for internet marketers is that content is king.
Avoid glitsy, moving graphics that only distract from your
message and increase load times. Good design and good copy
should work synergistically.

Tip #3: Long copy sells…as long as it’s good copy. I call it
“greased slide” copy. You get the reader on the top of the slide
when he reads a powerful headline, and he can’t get off until he
has taken the action asked for (i.e., ordered the product, made
the trip to the store, dialed the phone, clicked the
order/inquiry button, filled out the on-line order, etc.).

ACTION(Ask For The Order)

Now comes the moment of truth. You must ask for the order. Give
reasons for the customer to buy now…and make it easy for him
to do so. In direct response marketing, this will involve a
coupon for mail orders, a toll-free order line, an e-mail
address, an on-line order form, a fax order line..any means to
make it easy and simple to order!

Take the fear out of the purchase. Give solid guarantees. Offer
secure ordering for on-line customers. Show testimonials from
satisfied customers.

Show what the customer is going to lose if he doesn’t order now.

If you are a retailer, include a map to your store(s) (newcomers
love them). Show the credit cards you accept, list the hours of
operation, tell them about your friendly staff, include a
special coupon or other incentive. In other words, “Roll out the
red carpet.”

INVEST IN FUTURE PROFITS

So there you have it. A primer on good advertising. If I’ve
piqued your interest to learn more, then check out the other
articles available at this resource.

Remember, bad advertising…no matter what the media…is an
unproductive expense.

Good advertising is an investment in future profits!

Good advertising and good management go together. You can’t have
a successful business on-line or off-line—without both.

Thom Reece
http://www.articlesbase.com/copywriting-articles/how-you-can-create-advertising-that-sells-775.html

Ceiling fans are a popular fixture for good reason. Functionally similar to any other kind of electrical fan, ceiling fans have many benefits over their more conventional counterparts.

A ceiling fan is nothing more than an electrical fan that hangs from the ceiling, and optionally includes lighting. Ceiling fans are preferred by many people due to the space savings over the more conventional or portable fans that take up significant floor space.

Air circulation is a primary benefit of a ceiling fan. They are proven to make a room feel at least 4 degrees cooler than without any moving air. When installed over a kitchen dining table, the moving air helps to dissuade flying pests from entering the area.

Colder winter months benefit from a ceiling fan too. The moving air helps distribute the warm air coming from sources like a furnace or heat stove. Moving this heat around the home makes for a more even distribution of warmth.

Air conditioners do a fine job of cooling a home during hot summer months. But the bill for the electricity consumed can be prohibitive. Yet another benefit of ceiling fans is the energy savings on days where the heat isn’t so high that a ceiling fan cant make a room feel comfortable.

Indeed, the cost savings in electrical power are significant. Ceiling fans consume power at the rate of only pennies per day, while air conditioning units can consume power at the rate of dollars per day. Clearly, during spring and fall months, or even summer mornings / evenings, and ceiling fan can suffice for comfort in room temperature and wallet.

It is important to note – a ceiling fan run in the winter for warmth distribution needs to run clockwise to draw air up against the ceiling. Since warm air rises, this gives it a chance to get pushed around and mixed with the cooler air floating around below.

So where did this great idea come from?

Two dudes, father and son – James and John Hunter first invented the ceiling fan back in 1886. It was originally powered by water since there was no electrical system that you could simply plug into back then even though electricity had been discovered more than 100 year prior.

In 1903 the Emerson Electric Co incorporated the Hunters ceiling fan design in their products. Later the Hunter Fan company was spun off bearing the name of the original duo. Since then there’s been a great deal of evolution in design and technology. Today, there are countless ceiling fan designs offered by the Hunter Fan company.

Casablanca modern fans

Casablanca manufactures the most modern styles of ceiling fans available anywhere. The are beautifully crafted and luxurious ceiling fans. Casablanca fans are not inexpensive. Due to their appeal some of the designs can become collectors items. Don’t be surprised if you find these fans costing a pretty penny over other options.

Age has served the ceiling fan well, what with materials and technologies, and all – from water power to electricity, and light weight material blades, the ceiling fan is the most affordable option for temperature comfort going.

Dave Marx
http://www.articlesbase.com/home-improvement-articles/home-benefits-from-ceiling-fans-131282.html

According to Stephen Carson, executive vice-president of Visibility Corporation, “ETO/MTO manufacturers require sophisticated tools to manage and track service materials and personnel over the long, detailed lifecycles of their products. Visibility provides the visibility and control of all project lifecycle costs-from the suppliers through manufacturing, out to customers and into the aftermarket including continual product developments and enhancements.”

Visibility a leading provider of extended ERP solutions for engineer-to-order and high volume manufacturers, has announced the development of a powerful yet flexible solutions framework that supports the actual ways in which Engineer-to-Order (ETO) and Make-to-Order (MTO) manufacturers operate-including concurrent or progressive engineering and simultaneous mixed modes of operation. Visibility software reacts to project changes immediately to rebalance supplies, resources, and demands to keep projects moving forward.

The advantages of utilizing Visibility to support ETO/MTO manufacturing environments.

Managing Bid & Estimate Process

• Superior estimating tools for manufacturing and service projects

• Respond quickly to Request for Quotes with bids that accurately reflect customer needs

• Life cycle costing-including standard, actual, and average-and cost visibility

• Define and track your sales proposal activities and convert data into orders

• Quote, sell and deliver complex configured products

Project Management & Analysis

• View costs by project regardless of fiscal period or by fiscal period for one or more projects

• Project accounting for accurate visibility and control of project performance

• Control of integrated project definitions for any type of project no matter how complex

• Seamlessly integrated with Microsoft Project using a bi-directional interface, which helps you develop and analyze project plans, create reports and coordinate activities

• Multi-level planning tools including date synchronization, impact analysis and simulation

Design & Engineering

• Progressive engineering cuts months and months out of lead times

• Centralized, integrated product information repository ensures quality and reduces costs

• Powerful estimating and simulation capabilities for fast, accurate sales quotes and bids

• Local structures reduce costs and risks of product and engineering changes

• Supports design, engineering, manufacturing, post-sale service and financial accounting processes to provide you with total control of the entire product lifecycle

Controlling & Planning Key Resources

• Coordinate the lead times of your suppliers with your manufacturing processes-including sub-components-to maximize efficiency and responsiveness

• Total flexibility in supplier relationships-as manual or as automated as you want them to be

• Match supplies with demands-helps you negotiate contracts with committed pricing but flexible delivery schedules

• Complete visibility into materials as well as the flexibility to define and track both materials and locations, including full lot and serial number traceability

• Plan and re-plan activities and tasks; synchronizes dates, and performs impact analysis and simulations to improve on-time completion

Post Sale Service & Support

• Plan and manage services just like materials

• Manage the delivery and procurement of services and monitor costs more efficiently

• Visibility into both existing and planned field service engineer and material availability

• Plan and execute successful product installations by managing the coordination and delivery of materials, services and other resources including sub-contractors

• Respond promptly and profitably to customer needs for repair-manage the entire service and repair cycle

Visibility Corporation (www.visibility.com) is a leading developer and supplier of business software solutions designed for the unique needs of project-based, engineer-to-order and to-order manufacturers. Visibility’s Enterprise Application solutions help midsize manufacturers of complex products operate their businesses effectively. Visibility has an extensive customer base throughout North America and Europe and has the strongest representation of ERP among complex manufacturers.

Thomas Cutler
http://www.articlesbase.com/technology-articles/flexible-eto-manufacturing-solutions-make-visibility-erp-leader-137344.html

How’s everything going on guys, just thought I’d give the beginners out there some guidance to PPC marketing. Here’s what you will learn:

In this post, we will begin our discussion on how to improve Click-Through Ratios CTRs and Conversion Rates (CR) to improve your ads and landing pages. I’ll begin our discussion of ads and landing pages in this lesson with the subject of subconscious advertising techniques.

The Right Touch

You want your ads and your landing pages to find and attract the right people for your opportunity. You want to attract people to click on your ads in the first place…and then you ultimately want them to join your program or buy your product or service (“convert”). Yes, this is known as the process of converting.

As discussed earlier, in PPC Search Marketing, however, there is an added twist. You don’t want your ads to attract people who are not inclined to join your program or buy your product or service (“convert”). You do not want tire-kickers to click on your ads. That only costs you unnecessarily and drives up your Conversion Cost (CC). You want your ads to be selective in their attraction. You only want clicks from those people who will react favorably to your landing page. Thus, we are discussing ads and landing pages together in this lesson because they are inextricably tied in this manner.

Your goal is to create an ad and landing page combination that will produce the most conversions per click (i.e. maximize your CR). To accomplish this goal, we to turn to psychology for some help.

The Subconscious Mind

How do you attract the people who will buy your product or service or join your network building program? Let’s look briefly at what psychology can tell us about how this is accomplished.

While the theories differ somewhat, it is generally believed that the human mind is a combination of conscious and unconscious processes. The unconscious is sometimes broken down into pre-conscious, subconscious, and unconscious. Rather than getting lost in this detail, however, we will refer to all three as the “subconscious mind” or the “subconscious.” The subconscious mind is where we get our “hunches” and “intuition.” It controls much of what we do.

The world is constantly throwing information at us. If you were to take a 10-minute walk down a busy sidewalk and then attempt to write an exhaustively detailed account of everything you encountered, you would have enough information to fill up an encyclopedia volume. First, there is the physical landscape. You may have passed hundreds of man-made structures and hundreds of naturally occurring structures. You may have passed thousands of plant species and hundreds of animal species. There were certain weather conditions also. Then, there is the human landscape. You may have passed 50 or more people, each with different physical characteristics, different clothing styles, different attitudes, different moods, and different ways of interacting with you as you passed.

Somehow, your brain has to deal with all that information, while at the same time dealing with all the other stuff that you may be thinking about – What do you have to do at work today? – What you are going to do tonight? – Is your spouse or partner mad at you for what you said last night? – How are you going to get all the bills paid this week? How are you going to lose those extra pounds? – etc. – etc. How do our brains deal with so many issues?

Well, obviously, not all of this information is dealt with consciously. There is simply not enough time to think out loud to yourself about all the observations you make and all the choices you make. Yet, despite this lack of time, you cannot afford to ignore certain important signals. For example, one of the people you passed on your walk may have looked threatening. While you may not have consciously made that observation, a signal was triggered in the back of your mind to glance back around and make sure the person kept moving away from you. You probably could not recount a list of things about that person that made you feel that way – it was just a feeling. The person just made you uneasy. That is your subconscious mind at work for you, keeping you safe. On the other hand, if you passed someone you found attractive, you may have found yourself pulling your stomach in and holding your chest out. You didn’t decide to do this. You just did it. This is your subconscious mind at work for you, keeping you attractive as possible for those you want to impress.

In all these cases, you likely responded before you even had time to think about it consciously. Much of our behavior is controlled by our subconscious mind in this manner. If we had to think everything out consciously before we acted, we would never react to most of the things that happen to us. Thus, our subconscious minds control much of what we do.

Psychology Of Subconscious Advertising

In advertising, you direct your efforts not just at the conscious mind, but also at the subconscious mind. Thus, you need to create materials that not only lay out the logical reasons to join your program or buy your product or service, but also get a positive reaction from the viewers’ subconscious minds as well.

The conscious mind responds to information and does so logically. The subconscious mind responds to signals and does so emotionally. The design of our campaign should appeal to each, but at the appropriate time.

How Does It Work?

It always amuses me how chewing gum is sold in television advertisements (so much so I think I have mentioned it before in this course). Chewing gum advertisements portray the gum as making you more attractive to the opposite sex. Anyone who thinks about it logically knows that your choice of chewing gum will not effect your ability to attract a romantic partner. Yet, the advertisements are reasonably successful. Why?

Recent studies on negative political ads have discovered that, even though people are consciously aware that negative political ads are usually fast and loose with the facts…and even though people consciously claim that such ads will not influence them, the ads still have an effect. Why?

With both chewing gum ads and negative political ads, the conscious mind is saying one thing and the subconscious mind is saying another. With respect to political ads, the viewer’s conscious mind might be saying “this ad is misleading and disgusting and I will not be influenced by it,” while at the same time their subconscious may be saying, “anything could possibly be true and this is scary…and because these signals are being sent, perhaps I should be cautious about this person”. With respect to the chewing gum ads, the viewer’s conscious mind might be saying, “I’m not stupid, I know one brand of chewing gum over another is not going to make me sexier”, while the subconscious mind might be saying, “what the heck, I want to be sexy so bad that I’ll try anything…after all, what can it hurt to try it.”

The marketing experts who craft the chewing gum ads know that people do not spend a lot of time deciding which brand of chewing gum to buy. They know that the decision does not warrant that much thought. They use this to their advantage. The advertisements are often even tongue-in-cheek. They are not seriously trying to convince your conscious mind that their brand of chewing gum will make you sexier than the next brand. They know better than that. But, they know they can convince your subconscious mind with the right signals and that you will be unwilling to spend the time for your conscious mind to talk your subconscious mind out of this proposition. When you reach to buy chewing gum, subject to your habits and taste choices, your subconscious mind will steer you to the brand with the most effective subconscious advertising.

How To Use Subconscious Advertising

To determine the things of interest to the subconscious mind, we need only look to the list of basic human needs. Basic human needs are generally considered to be: safety, food, sex, shelter, social acceptance and inclusion, and adventure. Thus, these, and similar interests, are the interests the subconscious mind is geared to monitor.

Fear is often an element in subconscious advertising. “Fear of loss” is often discussed as an effective technique used by marketers. You may have landed on a Website offering something, but the offer ended that day. The site may have displayed the date you were there as the expiration date of the offer. If you go back to the site the next day, you may find that the expiration date has mysteriously been extended by a day. Same thing the next day. Some sites are programmed to display the current date as the expiration date. This is so that anytime anyone views the page, it appears to be the last day of the offer. While you may question the ethics of this type of marketing, it does occur frequently and it does subconsciously invoke a “fear of lost opportunity.” If you do not act today, you may lose out. Even though you may consciously question whether the offer really expires, your subconscious will feel the need to make a decision now while the offer is available.

Department stores are often accused of raising their prices so they can put items “on sale” (while still offering them at the originally intended price). Shoppers see that the item is “on sale” and subconsciously (and sometimes consciously) feel an urgency to get the item now while “on sale,” even though the price for the item is no lower than at other stores where it is not “on sale.”

I am not suggesting that you use these techniques, but I refer to these as common examples of subconscious marketing. Another common, and perhaps more legitimate, method is to use photos that show a group of attractive, stylish, intelligent-looking people enjoying the product or service. The subconscious desire to be included in this group has an effect.

A recent example I saw was an e-mail containing a picture of a strong attractive man in a tank top and blue jeans at the beach attending to his sailboat, while talking on the phone to a not-unattractive, but nerdy looking, young man in an uncomfortable-looking suit in a small business cubicle. The tanned, comfortable, and attractive-looking beach guy was explaining the benefits of his business to the nerdy, untanned, uncomfortable-looking potential subscriber. The subconscious implication is that the young nerd can become like the sexy beach guy, but it will take joining the program to get him there. Reduced to its essence, this photo is saying to the subconscious mind, “joining our program will make you sexy.”

In ads where you cannot use pictures, you should seek the same effect with words. You need to create a strong need for quick action – a fear of loss from inaction. You need to suggest that the product or service is the choice of attractive, intelligent, sexy people. With your choice of words, subtly associate the product or service with attractive women, strong men, good food, secure shelter, safety, and adventure.

NOTE: I recognize that a “safe adventure” is a bit of an oxymoron. Yet, that is exactly what our subconscious minds seek. The subconscious mind is not good at making intellectual reconcilliations and hard choices. Rather, it wants the best of all worlds. The popularity of “adventure parks,” where danger is simulated, but safety is ensured, is a good example of how understanding the subconscious mind can lead to a successful product. You should simultaneously make your product or service sound safe and yet adventurous.

Illegal Subliminal Advertising

Speaking to the subconscious is a controversial topic. In fact, certain techniques, known as “Subliminal Advertising” are illegal in many jurisdictions. “Subliminal Advertising” involves hiding a message, such as “eat popcorn” in a film or TV show. This is done by showing the message for such a short period of time that the conscious mind does not see it; but, allegedly, the subconscious mind does. The science on whether this works is in some dispute, as the original studies on the subject turned out to have been fabricated. In any event, “subliminal messages” in that sense (hidden commands) are not what we are referring to in this lesson. We are referring to choosing words and pictures that send the right signals to the subconscious mind, while making the logical (conscious) arguments for your product or service.

Limits Of Subconscious Advertising

The subconscious, despite its vulnerabilities, knows how to spot a blatant lie. For a subconscious suggestion to work, it has to be somewhat plausible. If it is entirely implausible, it can backfire. A recent U.S. Senate race dramatically proved this point. One candidate ran an ad suggesting the other was “Godless,” when in fact the attacked candidate was a regular church goer and Sunday School teacher. Despite the fact that negative political ads are usually effective to some extent, this negative political ad is believed to have backfired dramatically because of its blatant dishonesty.

Interestingly though, recent studies have shown that even when a viewer knows that the suggestion is not true and consciously says they will not be effected by it, it still has some slight effect. It appears that there is a line somewhere, however, that when crossed nullifies all effect of the subconscious suggestion and can even backfire.

A dishonest negative attack on a competing candidate, product, or service itself sends a signal to the unconscious mind of the viewer. The signal is something to the effect of “this messenger is dangerously negative.” If that signal is stronger than the signal meant to be sent…as when the ad is too negative and too implausible…the perceived danger of the messenger outweighs the danger in the message. That is, the subconscious mind of the viewer is more alerted to the danger from the negative messenger than it is to the purported danger in the negative message. Thus, you should beware of using negative attacks on competing products or services, other than to subtly make them appear boring and ineffective compared to your product or service.

Recent Apple television commercials are a good example of negative advertising that may be effective. By using two characters (one to represent Microsoft and one to represent Apple), and making the Microsoft character appear unattractive and incompetent, while the Apple character has confidence and appeal, these ads are a good example of the application of subconscious appeal used to create a negative image of the competition. The ads avoid “crossing the line” by making the Apple character appear to be somewhat compassionate for the Microsoft character. Thus, the Apple character does not appear dangerous or unfair, just more “cool.”

Practical Application To Search Marketing

Subconscious appeal in advertising is most effective when the least conscious mental thought is employed by the potential customer. Subconscious appeal works well for chewing gum because people do not devote that much conscious time to their choice of chewing gum. It works less well for larger purchasing decisions which require a lot of conscious thought.

For most things more important than chewing gum, people spend some conscious mental energy before making a purchase. The results of that conscious decision is affected by the subconscious appeal, but the conscious process plays the main role. This becomes more and more true as the price and significance of the purchase increases.

Any time you develop an advertisement, you can employ both conscious and subconscious appeal in your choice of words and images. Knowing when to employ more of one than the other is a secret of effective advertisers.

Remember that in PPC Search Marketing we want to limit the clicks on our ads to just those who are most likely to subscribe to our program or purchase our product. Then, when they do click, we want to be sure and close the deal with our landing page. Knowing how subconscious advertising works helps us greatly in this particular balancing act.

Here’s the secret. In your Search Marketing Ads, use conscious appeal. That is, describe the benefits of your product or service and appeal to the logic of the viewer to create interest. This way, only those who have given some conscious thought to the benefit of your program or product, and found it of interest to them, will click on the links. On the other hand, on your Landing Page, use subconscious appeal to its full extent! Once you have paid for that click, pull out all the stops to make your product or service appeal subconsciously to the visitor. Use powerful wording that appeals to emotion as well as logic. Use photos and images that invoke attractive people with the promise of social acceptance and business success. Make your product look as safe as possible, yet as exciting as possible. Make it sexy!

This approach works very well in Search Marketing because your ads are limited to words only anyway. While it is possible to use subconscious appeal very effectively with words only, pictures are indeed worth a thousand words when it comes to subconscious appeal. Search Marketing is designed for short, logical, textual ads on the Search Engines that lead to media rich landing pages that close the deal with subconscious appeal.

If your results show that your Search Marketing Campaign is failing because you are simply not getting enough clicks in the first place, you may need to spice up your ads with some subconscious appeal, but if you are getting enough clicks, it is better to wait for the landing page to bring on the subconscious appeal full steam.

Conclusion

PPC Search Marketing involves the use of “Ads” and “Landing Pages.” The Ads are short and restricted to words only. The Landing Pages are under your control and can be as media rich as you can make them. To obtain the desired CTR and CR, you must balance your Ads against your Landing Pages. To avoid a low CR, limit the appeal of your Ads to just those likely to convert. Thus, use logical persuasion in your Ads, to limit your Ads to only those truly interested in your product or service. Then, use subconscious advertising on your Landing Page to ensure a good CR. If your ads are not bringing enough clicks, you may want to add some subconscious appeal to the words used, but otherwise keep it limited. Pull out all the stops on your Landing Page, however, and convince your viewers subconscious minds that your product or service will make them sexy!

Andrew Wang (Allurre)
http://www.articlesbase.com/internet-marketing-articles/how-to-easily-create-a-killer-ads-landing-page-for-high-conversion-rates-681519.html

Are you interested in the lucrative real estate market? Have you watched the Do-It-Yourselfers on TV who purchase a home, renovate or upgrade, then resell it for a profit of more money than most people make in a year?

It sure is tempting, but what are the pitfalls? What should a new investor know BEFORE putting money into real estate?

There is one mantra that successful real estate investors live by: “buy low – sell high”. How can you apply this to your investment strategy?

DON’T GET OVERSOLD

New investors can easily get caught up in the sale. Without experience or a background in real estate you may think your instincts are good and quickly get in over your head.

Investment properties need to be undervalued and YOU need to do your research first. Don’t plan to buy without spending a lot of time comparing values. Your goal is to purchase an undervalued property which can take time and experience to spot.

The best way to determine the true value of a property is by comparing similar properties and noting the common features. The properties MUST be in the same area since location can drastically affect price range.

Take note of the features and failings of each property, how long they’re on the market and the price they sell for. Once you have a good understanding of the value of properties you will be able to tell when a property is undervalued – perhaps because a quick sale is needed or the seller is inexperienced. Don’t hesitate to barter for the best deal possible.

I trust that what you’ve read so far has been informative. The following section should go a long way toward clearing up any uncertainty that may remain.

KNOW YOUR MARKET

You’re not buying for yourself so spend time noting the trends in the market. You can often find data in the local real estate papers listing the percentage of growth for various properties in the area over the past year.

Keep an eye on what’s moving quickly through the market and what features are promoted in new constructions. You can use this information to make your upgrades as market friendly as possible.

Be careful not to make the mistake of renovating to your personal tastes. Use neutral palettes and current styles to appeal to the broadest market.

KNOW YOUR BUDGET

The more time you spend researching the costs of your venture, the higher the profits you will see. Know how much you can spend, the price of materials and labor and the time frame to have it completed. Some experts would tell you to double or triple that amount. In any case, the more research you do the more accurate your budget will be.

Don’t get swept away in the process either; concentrate on the most profitable renovations. Kitchens and bathrooms are important. Adding French doors or updated lighting can also be a good investment. A fresh coat of paint is a must.

Investing in real estate is a financial business. Plan your investment like a business; make well researched decisions, stick to a budget, don’t let personal preferences get involved, and you’re ready to make some money!

Those who only know one or two facts about real estate investing can be confused by misleading information. The best way to help those who are misled is to gently correct them with the truths you’re learning here.

Michael Hehn
http://www.articlesbase.com/non-fiction-articles/top-strategy-for-profitable-real-estate-investing-87790.html

If you intend to spend a lot of time in Spain, whether by living there or frequent, lengthy stays, you will want to learn Spanish. For short visits, a few phrases may be sufficient but not for a longer stay and, especially, if you are living in the country. It is difficult to live in the country without speaking and understanding the language, which will help you adapt much faster.

There are quite a few options available today for learning Spanish, and you will need to find the best method for you. What works best for one student may not be the most effective learning method for another student. A combination approach often is best, which may include formal instruction, self study and practical use of the language.

Private instruction or language schools are easy to find, though they can be expensive in some cases. The most expensive method for learning Spanish is private instruction, but one-on-one instruction may be the best method for you as compared to group classes. Nonetheless, if you are not able to maintain a self-study program and keep up with the lessons, formal language instruction whether one-on-one or in a group is probably the best choice.

Language exchanges are another great learning tool which can be found on the internet or in magazines and newspapers. Language exchange is more information learning method whereby you learn through informal conversation rather than curriculum-based. You can also use language exchanges as a supplement to a curriculum program or formal instruction, since any opportunity to speak and listen to the language will be beneficial.

If you are moving to Spain, you may want to check with the local city government as they may be able to provide you with some suggestions on local language programs. Some city governments even offer courses which are often free. Of course, there are language schools in Spain. For instance, there is a Spanish Language School in Madrid, the capital of the country.

Once you have learned the basics of the Spanish language, you will want to fine-tune what you have learned and continue to improve your conversational ability. Making friends in Spain is a great opportunity to converse using your new language skills. Not only will you be able to use your speaking and listening skills, making friends will also help you feel more at home.

As far as formal instruction, you can subscribe to more advanced materials such as a magazine subscription or a cassette. For example, the Puerta del Sol is a bimonthly publication which can not only help with your reading and speaking skills but also help you learn about the culture.

Finally, language or social clubs are a good way to improve your skills. These discussion groups are less instructional and more social and generally meet over dinner. This is a great combination of making friends, improving your language skills and eating a great Spanish meal. Such social situations help you gain confidence in your language abilities outside of the classroom and in the real world.

Jack Blacksmith
http://www.articlesbase.com/education-articles/learn-the-spanish-language-in-spain-109826.html

DISCOVER WHAT IS HIDING IN YOUR BATHROOM!

(Part 3)

REVIEW FROM OUR LAST ARTICLE

In our last article we discussed how our skin works as a protective barrier and how it functions to absorb the ingredients that we put on it. We discussed the harms of synthetic products on the skin and touched on a few ingredients commonly found in skin care that are damaging to our skin and health. Seven Arrows Color Connection and the Toxic Truth Website (http://www.toxictruth.com ) will now conclude their series of “Discover what is hiding in your bathroom” articles by addressing specific ingredients found in most bathrooms and the damaging effects that they have on our bodies.

WHICH INGREDIENTS ARE HARMFUL?

There are thousands of ingredients that could be labeled as “harmful” if they are not used in the right way and for the right purposes. For example, the three main ingredients in anti-freeze are: Water, ethylene glycol and diethylene glycol. Now, used in the cooling system of your car these ingredients are fantastic and keep your car running in tip, top shape. However, have you ever taken the time to read the warning labels on the back of an anti freeze jug? Here’s one of them (the particular jug that I looked at had a total of four (4) warning or pre-cautionary labels on the back of it).

Here are warnings that can be found on some of these products: “WARNING: Do not drink antifreeze or solution. Do not inhale mist or hot vapors. Avoid prolonged exposure. Avoid skin and eye contact”. Another warning says: “Wash exposed skin thoroughly with soap and water after use”. These are just a couple of the warnings found on the back label.

Why would we mention anti freeze. After all, we don’t put anti freeze on your skin. Everyone knows we put anti freeze in a car. Two of the three ingredients in antifreeze are glycol based. Glycol and its derivatives are everywhere in skin care and personal care products. If you don’t believe it, just grab a bottle of shampoo, cleanser, or lotion. Many of them have glycol in them, particularly the cleansers. You see, that’s what Propylene Glycol is – a garage floor cleaner!

Here is a more scientific explanation of Propylene Glycol (PG). PG along with Butylene Glycol (BG), Polyethylene Glycol (PEG), and Ethylene Glycol (EG) are petroleum derivatives that act as solvents, surfactants, and setting agents. They can easily penetrate the skin, and can weaken protein and cellular structure. In fact, PG penetrates the skin so quickly that the EPA warns factory workers to avoid skin contact, to prevent brain, liver, and kidney abnormalities. PG is present in many stick deodorants, often in heavier concentrations than in most industrial applications. 50 And Propylene Glycol is what is used to carry the “active” ingredients in those trans dermal patches INTO YOUR BODY. (“Toxicological Profile for Ethylene Glycol and Propylene Glycol (UPDATE).” Agency for Toxic Substances and disease Registry (ATSDR). Atlanta, GA: U.S. Department of Health and Human Services, Public Health Service, 1996).

Some of the worst offenders in our personal care products are: Ethyl Paraben (linked to hormone disruption, possible birth defects), DEA, MEA, TEA. These are emulsifiers and deep foaming agents in soaps, shampoos, etc. that have been linked to (memory gaps, foggy thinking and cancer). Sodium Laureth Sulfate, possible dioxin contamination. A 1992 FDA survey found 54 ethoxylated raw materials used in cosmetics were tested; all 54 contained 1,4 dioxane. Also, the highly toxic 1,4 dioxane was in 27 out of 30 children’s bubble bath and shampoo products. “Nontoxic, Natural & Earthwise”, Debra Lynn Dadd, Jeremy P. Tarcher, Inc., Los Angeles, CA, 1990.

You will never see the ingredient dioxane listed on an ingredient label because it is a by product of many of the other ingredients. Dioxins are a class of chlorine-containing chemicals widely recognized as some of the most toxic chemicals ever made by humans. A 1992 FDA survey found the highly toxic 1,4 dioxane in 27 out of 30 children’s bubble bath and shampoo products. In addition, 54 ethoxylated raw materials used in cosmetics were tested; all 54 contained 1,4 dioxane. (Toxic Alarm™ Guide, Linda Chae and “A Healthe House”, www.checnet.org/healthehouse/chemicals.

Some of the other worst offenders you will find on most labels are:

• SLS,

• BHA & BHT (linked to behavior problems),

• Parabens (linked as hormone disrupters)

• PABA and PABA esters (linked to playing a role in genetic damage),

• Phthalates (linked to causing birth defects in animals, and are present in a high percentage of pregnant and child-bearing-aged women). Phthalates have been banned in Europe.

Let’s not forget Fluoride. Have you ever read the warning label on the back of a tube of toothpaste? Here’s one: “Warnings Keep out of reach of children under 6 yrs. of age. If more than used for brushing is accidentally swallowed, get medical help or contact a Poison Control

Center right away.”

Are you scared yet? We should be, but don’t take my word for it. Look for yourselves. That’s the purpose of this article. Look at the labels. Become educated. Take a stand and do something about it. Until we do, we will continue to be at the mercy of these ingredients and these manufacturers.

I’ve listed a few of the “side affects” of some of these ingredients. Here are a few more “alarming” facts.

• Premature Birth,

• Depression and Moodiness,

• Male Genital Defects,

• Emotional Disturbances,

• Brain Development,

• Obesity,

• Learning Disorders,

• Low Sperm Count,

• Reduces I.Q. and Memory,

• Cancer,

• Sexual Identity Confusion

• Early Puberty (breast development in girls and boys). “ToxicAlarm™ Guide”. Linda Chae.

This is a partial list of some of the “prices” we pay, particularly our children, for the things we put on our skin to make us look and smell good.

WHERE IS THE HOPE?

There is hope and it comes from within. The first shred of hope comes from individuals such as you who are ready to take a stand. Hope comes from education. Hope comes from information. Hope comes when all of us take that first step.

LOOK FOR THE SEAL.

There are several companies out there that are moving in the direction of good health. It shouldn’t make us sick to look healthy. We should look and feel good on the inside and the outside. Now you can.

The ToxicFree™ Foundation has put together a stringent guideline to ensure that anyone using their seal has met all of the requirements for Toxic Free products. If it doesn’t carry the seal, it has not been certified as Toxic Free.

Seven Arrows Color Connection has taken a stand. We have created a complete line of body friendly Toxic Free skin care products that will take care of all of your skin care needs. We have exceptional cleansers, gentle but effective exfoliators, ph balancing toners and astringents, and ceremide nourishing moisturizers. To learn how you can replace the toxins hiding in your bathroom with a better Toxic Free solution, visit our site at a http://www.toxictruth.com. You will also see a complete listing of our Toxic Free products and the ingredients in our products. If you do not notice a substantial difference in the look and feel of your skin and if you are not completely satisfied with our products in the first 30 days, we will refund your money 100% … no questions asked.

The last in a series of 3 articles provided by Seven Arrows Color Connection and The Toxic Truth Website (http://www.toxictruth.com ).

Susan Stucki
http://www.articlesbase.com/cosmetics-articles/whats-hiding-in-your-bathroom-part-3-toxic-free-skin-care-solutions-102832.html

Internet marketing has come a long way in just a few short years allowing numerous multilevel marketing opportunities to spring up and grow. This has also made finding an mlm opportunity easier, and yet more confusing than ever. Finding one that is not just after your money is the first step, then finding an mlm opportunity you can believe in is the next step.

As multilevel marketing matures it slowly roots out more unscrupulous operators who are only interested in scamming an unsuspecting public. However, they have also given a jaded view of legitimate multilevel marketing programs as people relate to them as pyramid schemes and believe they are only after their money.

Despite the numerous multilevel marketing offers promising gold and usually only delivering coal dust, many are finding an mlm opportunity to help them turn their financial world around. While their income may not be instantaneous riches, they typically find it growing month-by-month eventually reaching a point at which they can devote their energies on multilevel marketing efforts, keeping their cycle of growth moving.

An mlm opportunity exists when a company has found a successful formula for sales, advertising and marketing and finds its growth potential limited only by the number of distributors available to perform the functions. They will usually offer the chance to grow with the company by teaching its methods with others, usually setting up an internet website for them and supplying all the tools needed to grow. Typically there is a small fee for all the education, training and materials they supply which is usually more than offset by the commission structure paid for sharing that information with others.

You now have your own internet business operated by you with the site, the knowledge and materials provided by a company hoping you do well. If you succeed the company continues to grow and it is in their best interest to help you in your effort. While they want you to help sell their product or service, they also encourage you to bring in new people to train to do what you are doing so, not only will their business prosper even more, but you can also increase your earnings as the newest member of their multilevel marketing family also succeeds.

With a solid mlm opportunity you not only receive commissions on your sales, but you also receive commissions on the sales made by the people you brought into the business. In most cases if that person brings in additional distributors you also get a part of their sales as well. With many companies the mlm commission structure may end at two or three distributors under you while others have no limit, although the commission amounts will be considerably less the further down the line you travel.

Diep Tran
http://www.articlesbase.com/internet-articles/find-success-with-mlm-opportunity-100951.html

STEP 10: Sales and Marketing

Read any autobiography or business success story, you’ll notice one common denominator for success – sales. You need to take whatever action possible to ensure that sales are consistently growing to allow you to gain profit.

Again, a word of caution; do not target everyone! In today’s competitive environment, consumers are becoming more demanding and many would seek out products/services that meet their specific need or want.

First and foremost, I need to identify (and do some in-depth research) my specific target market. Next, I would develop sales and marketing blueprint ( similar to the one shown in DAY 8 ) to attract the kind of customers I wanted and meantime, to retain existing customers.

No matter how I intend to plan and execute these strategies, I must understand the formula – executing these plans is like playing a game. What game…? Yes, you are correct – the number game. The higher the number of sales agents/staffs, or the higher is the amount of advertisement posted, or the higher the amount of distribution channels, or the more attempts I personally made to seal a deal, the bigger chances I have in winning. I know for sure, a prospect or a client may say “no” to my product/service today. But, it doesn’t mean a “no” forever! According to LIMRA (a research center for financial planners and financial advisors in America) findings, a potential buyer usually says “no” seven times before making the actual purchase!

Before we move on, let’s understand first the relationship between sales and marketing. Marketing is the process of bringing awareness to the product/service, while sales is the process of making the customer buy the product/service.

Therefore, I am going to analyze eight sales and marketing strategies to increase my probability of winning:

1. Myself

2. Network marketing

3. Affiliate marketing

4. Online sales

5. Marketing materials

6. Direct mail

7. Advertisement

8. Outsourcing

Myself

The first approach is the most affordable yet effective strategy. It is made up of all the possible resources that I already have to generate sales and create awareness. These are some ideas that I would usually work on:

* Preparing a list of 200 or 300 list of target prospects, call them up, present to them how the product/service could benefit them and seal the deal

* Getting referrals from existing customers and reward them once the deal is closed

* Designing, printing marketing materials (i.e. brochure, flyer, discount card) and distributing them at local businesses, schools, community centers, newsstands, cafes and fitness centers

* Writing an article and pitch it to local publications as well as posting it online to newsgroup/newsletter

* Giving out trial services or free product samples

* Talking about the business to everyone that I come to interact. To do this I must place my business passion before my ego. If not, I’ll have difficulty in opening his mouth

Networking Marketing

The sky is the limit when it comes to marketing and selling the benefits of the product/service. Networking is a great, super low in cost to connect with potential customers as well as strategic business associates and spread the news about the business.

The chamber of commerce, local business association or elite business club are great venues for networking. They can connect me to an ecosystem of members who are all looking for business opportunity in addition to getting the right sources of product/service. Often times these associations hold events, offer industry-specific education and message boards online, and provide an opportunity for members to list their businesses on their Website.

Affiliate Marketing

This is not a new jargon. It means engaging freelance agent to do the promotion and sales, online. It is a popular marketing approach where E-commerce Website owners engage existing customers, visitors or even organizations that are willing to promote and sell the product/service for a stipulated commission. The role of a freelance agent (known as affiliate), is to direct traffic to the Website and ultimately when a sale is made, commission is credited into the affiliate’s account.

Website owners usually recruit affiliates by simply advertising online (usually through Google Adwords; a per-per-click search engine advertisement), and placing interesting ads (with bombastic headlines) or sending out recruitment announcement to thousands of bulk emails (purchased from database provider). This is a powerful yet cost effective method of generating sales if owners are involved in Internet-based business.

Online Sales

Regardless of the kind of business these days, I always find a Website is essential. And depending upon the business niche and objectives, it can be a major part of the company’s sales and marketing initiatives. Designing a Website can be made fairly simple by working with a company that specializes in helping small businesses create their Website or get Website DIY software available online.

It’s vital to own a Website that is effective in content. It’s not what the contents say, but how the contents say it that makes all the difference online. Establishing credibility is the formula – attach as many testimonials as you could. Usually, I would give out my product/service to people that I already know, get them test it and immediately get their testimonials. I never wait till I launch the product/service in the market to get testimonial – too time consuming!

Customers expect the world and are suspicious of almost everything. The content (words) must be crisp and intelligent. What the Website says should grab visitors’ attention, pique their interest and motivate them to action – to click the “buy now” button.

Search engine optimization and search engine advertising are two ways to get the business marketing message out on the Internet, and there is a big difference between the two in terms of cost. Banner ads are another way to do online marketing, although the opinion on their effectiveness is very subjective. If owners lack Internet knowledge, it is highly recommended to employ a company or a freelance Website designer to get the job done.

Marketing Materials

This may sound a little basic but it is vital to have all the basic marketing tools. Printed materials like business cards, letterhead and brochures should be a staple in any business. It’s essential for business communication and networking. The key to developing good marketing materials without breaking the bank is to identify an affordable graphic designer and low-cost printer. I normally engage a freelance designer to get all of them done.

Direct Mail

For many fresh entrepreneurs, there is no better way to reach their target market, than mailing literature directly to homes. Based on effective market research, entrepreneurs can identify their core market, assign them certain codes and obtain mailing lists to directly send them literature on the company profile, discount, coupons or other information. To optimize any direct mail strategy, entrepreneurs should consider retaining a direct mailer or bulk mail house company.

Alternatively, entrepreneurs can collect the information themselves by:

* Getting customers sign a guest book

* Obtaining customer feedback

* Purchasing mailing lists from community newspapers, chambers or other associations

* Retaining a list broker to customize a list

Advertisement

Advertising is one of the fastest ways to create awareness of the company, product or service. However, it can be relatively expensive for many startup owners. Before anyone spend money on advertising, however, it’s crucial to understand what advertising can and cannot do for the business, and draw up a blueprint for moving ahead. Here are four main functions of advertising:

* Triggering the curiosity of the public and attract new customers

* Persuading existing customers to spend more or keep coming back

* Establishing credibility, elevate branding status and creating unique business identity

* Reinforcing customers and prospects on the benefits of the brand, product or service

Advertisement cannot do one thing for sure – guarantee sales. Hence, placing up an advertisement campaign doesn’t mean a surge in sales or revenue.

Assuming budget is not an issue, I would definitely invest in an effective advertisement campaign. Therefore, I would create an advertising plan that fit into my budget plan in advance before committing to it.

Outsourcing

One simple and straight forward method that I would not miss out is outsourcing the sales of my product/service to an outsider. It’s easy, get the yellow pages (online or offline), search for marketing agencies, call them up and propose a joint venture (JV) with them in selling my product/service for a commission in return. The JV works perfectly as I am in charge of promoting and marketing the product/service as well as providing after sales service, and the agencies are only responsible for selling them. Most marketing agencies just want to focus on selling.

I would discuss with these agencies to attain a win-win joint venture – a remuneration system that allows them profit from each sale, while I could earn a healthy margin from each sale made. When it comes to negotiating an agreement, the rule is, the higher the commission I offer, the more excited these agencies are in taking up the JV.

In the ten-step process, I spend most of my time in preparation. Preparation is more important than rushing to getting the business open. Thus, if you are already in the process of starting up your business, stop whatever you are doing and put on your thinking cap. Sort out all the preparations you need to do for your business to ensure an effective startup.

I hope the journal could be of helpful to you in many ways. I have also taken an extra effort to include a SAMPLE BUSINESS PLAN (in the following pages) on how to startup an E-commerce business for your further understanding.

*Note: Unproven teories to not be shown to my readers! If you need any small business startup help, feel free to visit my Website

=> To get the complete online business course on

small business startup guide, log on to

http://www.12daysonly.com , and redeem your

BONUS PACKAGE worth US$1,396.00

–

Disclaimer – This article may be freely reprinted in its entirety in any e-zine, newsletter, blog or website. The author’s name, bio and website links must remain intact and be included with every reproduction.

Dave J
http://www.articlesbase.com/business-articles/10-stepbystep-business-startup-guide-step-10-130318.html

A colleague of mine used to say that there were 3 reasons that companies went bankrupt:

1. bad management;

2. bad management; and

3. bad management!

Companies go bust because they run out of CASH, yet many managers and business owners do not give this enough attention.

Two areas of the business that can tie up cash are Receivables/Debtors and your Inventories/Stock.

How well are you managing these two areas? Try these questions for a start.

Receivables

1. Do you have an objective for the management of Receivables?

Do you calculate your Receivable days and how does it compare to your terms and conditions?( E.g. if your Receivable Days ( formerly Debtor Days) comes to 90 days and your terms say 30 days – you have problems!!

2. Do you invoice promptly?

How can you get paid if you do not issue the invoice? This is even more vital if you run a service business because peoples’ memories can be unreliable and the longer the delay in issuing the invoice, the more queries you will probably receive.

3. Do you clear disputed items promptly?

How many times have customers or clients used a query on a small part of the invoice as an excuse to delay payment of the whole amount? Ask them if they are in agreement with the rest of the invoice and get them to pay the non-disputed amount while you investigate their query.

4. When did you last review your credit terms?

They are not set in stone, so shorten them but ensure you inform your customers. Often small business is at the mercy of big business’ payment terms. Do you know by what date your key customers need to receive your invoice in order to get it processed for payment in that month?

5. What follow up do you undertake?

If you do not chase, some will take advantage. Good customer relationships can play a big part but for the slow payers you may need to be persistent. You could always try some different approaches – apparently there was one collection agency that used to send smelly tramps to sit in customers’ reception areas until payment was forthcoming! An alternative? A rumoured approach from Germany in the 90’s where collection agency staff were employed to dress up in pink bunny suits and Ray Bans and stick by targeted slow- payers until they cracked! One target apparently ignored the rabbit for 3 days!

Remember – a customer who does not pay cannot be your best Customer!

Inventory

1. Do you have an objective for the management of Inventory?

How many days stock do you need to hold? What are your current inventory levels of raw materials, WIP and finished goods and do you closely monitor their levels in relation to your sales?

2. Do you have a clear strategy?

Are you holding one of everything or do you have a limited number of fast moving lines? If you are a FMCG company, remind yourself of what the “F” is supposed to stand for! Do you know the “stockturns” for each line?

3. How big is your warehouse?

How much is it costing you? Imagine moving to a warehouse one eighth of the size of your present one – as one company did. It would save you an enormous amount of money and whilst it would be hard at first – your business will adapt and manage if forced to do so.

4. Are you guilty of keeping JIC inventories – rather than JIT?

Most of you will have heard of “Just in Time” – where you do not hold inventory but get your suppliers to deliver it JIT straight onto the production line. This requires an efficient production process and reliable suppliers. What about all the stocks you are holding JIC – “Just In Case”? Challenge yourself as to the real probability of them being required. Be strong and get rid of them – they are taking up costly space.

5. Are you holding any obsolete inventories?

Again, if they are obsolete, cut your losses, clear them out and free up the space.

Conclusion

This is not an exhaustive list but a start. Remember that money tied up in these two areas is dead money. Recognise the importance of cash to run your business and positively manage it.

However if I spot any pink rabbits in Ray Bans, I will know what they are up to. I just hope they are not following me!

Cherry Birch
http://www.articlesbase.com/management-articles/improving-profit-through-better-cash-management-727328.html