Did I get your attention? Sorry, I just couldn't resist!When I was a little girl, we called them "brains". We would gather them into huge piles and either throw them into the woods or throw them at each other.

I know what you are probably thinking, "That must have hurt!" It did but it never slowed us down. Still don't know what I am talking about? I am fondly remembering the grapefruit sized, green, brain-like fruit that my siblings and I used to collect by the dozens each fall.

I ended up having two boys and when they were little they did the same thing I did years earlier; they threw them at each other. Of course I yelled words of caution but it never slowed them down either. Around that time I started to collect the "brains" and used them for fall decorations in my house. They have a pleasant smell and they are said to act as a natural insect repellant, although I am not sure if this is a proven fact.

I would gather several of them and place them into a carved wooden bowl or a natural looking basket. Next came the fun part, gathering the other things to go into my display. It varied each year but I would take a walk and collect natural grasses, colorful leaves or whatever captured my fancy. I would bring my "loot" home and create a unique looking arrangement each time.

They even look great by themselves too. One year I dumped an armload of them into a wooden crate and placed it next to my front door for a colorful fall display.

Fall has always been my favorite season, and collecting my next batch of "brains" is something I always look forward to. Several days ago while I was out gathering some, it occurred to me that I didn't even know the real name of these funny looking green orbs. After a little bit of searching I discovered they are called Hedgeapples and these non-edible, non-poisonous fruits come from a tree called the Osage Orange Tree.

As you read this article, you are either shaking your head saying, "Oh yeah, I know what she is talking about." or quite possibly you have never seen a hedgeapple in your life. If you are curious and would like to see a picture, please visit me at http://www.flowers-and-garden.com/decoratingwithbrains.html

This fall collect a few "brains" and create a beautiful fall display of your own!

Candee Stark is a Reading Specialist in a local elementary school and has spent the last two and a half years earning her masters degree. Her new passion is her indoor herb garden. Visit her at Flowers and Garden.com if you would like to read more gardening and flower articles.

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"brains" "loot" "oh "that about" although arrangement article attention? beautiful brain-like captured collecting colorful couldn't decorations

Questions and answers on writing life experiences for ourselves and others.

Index of Questions

1. Why is it important to record life stories?

2. What if your life seems boring and ordinary? Who willwant to read it?

3. What is the best way to capture the story? Video, oraltapes, written narrative etc.

4. What is a story? Definitions of different types of lifeexperiences and how they are captured.

5. Who's who in the capture of a life event: Story teller,listener, interviewer, historian, audience, transciptionist,archivist etc.

6. What is the role of a listener? How should the questionsbe phrased so that bias or personality is subdued and thestoryteller is in charge?

7. Is the role different if the storyteller is facing a lifethreatening disease?

8. How do you handle it if in telling of the story emotionsand repressed feelings surface?

9. How do you get enough information? When do you turnto family members or public records?

10. How much time does it take to complete a story?Everyone is so busy and life goes by so quickly, how canI ever squeeze this in?

11. What is truth? Why would two different peoplepresent at the same event see it entirely different andwhich version do you believe and record?

12. How should you convey the story? First person, thirdperson, lots of photos with captions, small easily readsections or one long letter?

13. What are the main types of personal anecdotes, lifeevents, experiences, tragedies and triumphs that make agood memoir?

14. How do you narrow it down to the "real" story? What ishidden beneath the iceberg?

15. What are some questions to jog memories?

16. What about editing, spelling, composition etc? What ifothers judge your work and find it less than perfect?

17. How do you structure the narrative so that it isinteresting, believable and leaves the message the storyteller wanted to convey?

18. What do you do with the narrative when you havefinished writing it?

19. Who does the finished work belong to?

20. Where can you find additional assistance on personalhistorians or story telling issues?

21. Where is the paper and pen?

If you are interested in getting the answers to these and otherquestions about life story writing, please contact us atjudywright@artichokepress.com and sign up for a tele-classand our FREE e-zine: "The Artichoke" - finding the heart of thestory in the journey of life..

Judy H. Wright, Personal and Oral Historian - www.artichokepress.com

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"real" additional andwhich anecdotes assistance atjudywright@artichokepresscom audience believable captions complete composition definitions different editing emotionsand entirely experiences

In the first parts of this series, we introduced the concept of your Total Image, and discussed Hidden Image, your Reputation and your Experienced Image. This article, we'll continue the discussion of your Total Image with the fourth component: Your Proven Image.

Your Proven Image is you experienced over a period of time - it can either build on or derail a positive first impression. Consistency in your self-concept, your reputation and your experiences with others will help to build a Proven Image that is an asset instead of a liability. Some factors to consider:

1. Interpersonal relationships - are you taking time to acknowledge and appreciate others - even those who can't hire you directly? A consistently friendly approach will be reported favorably throughout your community and help you gain more clients in the long run.

2. Working style - do you work toward consistent delivery times for specific projects? Do your clients know what to expect for typical project turnaround times? Taking 3 days to complete a specific type of project one time, and then taking 2 weeks for the same type of project the next time will cause uneasiness with your clients and make you seem less dependable.

3. Advertising & Promotion - have you developed a consistent message for your advertising and promotions? If you use a consistent group of fonts and colors in your advertising, marketing and promotions, you'll develop a consistent visual identity that will tie in to the image of your company and its services over time. Your clients should be able to tell easily if a particular advertisement is for your company or not.

You must, as an Independent Professional, take care to make the last exposure to you, your business or your expertise as valuable and positive as the very first one. Consistency is vital for creating valued business relationships.

In the initial meeting with a client, which may be in person or at their company, work toward showing interest and courtesy to everyone involved in that client's business. You can never know whether individual who appears to be an ordinary employee is in reality one of the principals of the business!

Your initial meeting sets the tone for the future relationship with that client, and you want to be confident, yet not disrespectful.

If you strive to complete projects for a new client within 24 - 48 hours initially, and later let that time frame slide to 5 or even 7 days without a very good explanation, the client will begin to wonder why they aren't getting the same excellent service that they got at the start of their relationship with you.

Always be sure to under-promise and over-deliver where your clients are concerned. Wouldn't it be better for a client to say "I always get my jobs delivered early from XYZ Company - they go to the trouble of making sure their work for me is never late," than for that same client to say "Well, my response time with XYZ company depends on what else they've got going - if it's a busy time for them, we might not be able to nail down a delivery date."

Consistency should also be present in the way you look for new clients - advertising and marketing plans are as distinctive as the businesses they serve. Local or regional networking events can provide a fertile testing ground for new client approaches, within a consistent framework and identity for your business. If you are trying out several different approaches to new clients in your target market, you would do well to concentrate on one at a time.

That same consistency should be present in the number and type of networking groups you commit your time to - be choosy in this! You have a limited amount of time to network and develop new business - make sure that the networking group you belong to is one that will support your established identity and reinforce the consistently professional image you have developed.

A consistently polished and professional Visual Image goes hand in hand with your Proven Image. If you are elegantly dressed for a public event and the next time a potential client sees you is in your sweatpants and t-shirt, be prepared for that client to be shocked and to think twice about your professional status - even if (or especially if) they don't mention it! No matter what the event, try to carry forward a theme that relates to your business and your market in your visual presentation.

If the majority of your client base are banks and other conservative industries, be sure that your image reflects qualities they consider desirable, and that you are consistently well dressed. That doesn't necessarily mean expensive garments, but it does mean that casual attire (even business casual) may be unacceptable.

A primary market of small businesses and other entrepreneurs might mean that you can be less formal with your personal visual presentation, but you should still strive for a business-like appearance. Again, consistency is the key - your visual image speaks to so much more than just what colors you like to wear.

If credibility and authority are of primary importance when dealing with clients, then stick to the medium-to-dark shades in your personal color palette, along with clean, simple lines in your clothing and equally simple lines in your accessories.

If likeability is of primary importance in your relationships with clients, then business attire in the lighter shades of your personal color palette along with more whimsical or personally significant accessories will give a greater sense of your personal taste and make you seem more approachable and friendly.

About the Author: Dianne M. Daniels is an Image & Color Coach, Consultant and Professional Speaker, and the author/publisher of "Polish & Presence: 31 Days to a New Image". She has helped individuals refine and define their personal and professional image, along with corporations and organizations. Learn how to create your Personal Climate for Personal and Professional Success at http://www.imageandcolor.com.

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"well accessories acknowledge advertisement advertising appearance appreciate approach approachable approaches article author/publisher authority business

Direct Answers - Column for the week of December 9, 2002

I was involved with a man separated from his wife. We connected on an extremely emotional level and were in the process of building a future.

His wife left him and their two children to accept a job in another state and to experience a more unencumbered life. Prior to leaving she cheated on him three times and was emotionally and physically unavailable to her children.

Unfortunately I let myself get drawn into his life and his children's lives. I not only fell in love with him but also with the children. I was devastated when he accepted her back with no questions asked, but I accept responsibility for getting involved and for the consequences of my actions.

At the death of a loved one, when her family needed her most, she again abandoned her husband and children. As I predicted. He contacted me to let me know I was right. As much as I hoped that would bring satisfaction, it didn't. It brought only deep sadness.

There is nothing I can do to make him see her for who she is. How do I find peace knowing this cycle of coming and going will continue in his life? I want what is best for all of them. I know walking away is best for me, and I guess I am looking for confirmation from an objective outside source.

Tia

Tia, in "A Christmas Carol" by Charles Dickens, three ghosts come to Ebenezer Scrooge and alter the course of his life. For you, the ghost was your companion's wife.

There is a line Scrooge says which we have never forgotten. "Men's courses will foreshadow certain ends, to which, if persevered in, they must lead. But if the courses be departed from, the ends will change.'' That is what the story is about. It is also the story of our lives.

With the holidays approaching, it will be hard for you not to think about what might have been. But with the holidays approaching, his wife may well reappear. Even if she doesn't, her specter will never be far off, and he will be open to her return.

Hard as it is to walk away, it shows you understand the lesson from Dickens' tale. Walking away opens the door to possibilities. It opens the door to your fulfillment and to the promise of the new year.

Wayne & Tamara

A Love Story

My name is Winnie. I am 15 years old. I am in love. I know it has to be love! I spent the whole day yesterday with this guy I have liked for about a month. He is 16.

I know he likes me, too. Well, at least I hope so. He flirts with me all the time. I want to call and talk to him about my feelings, but I am not sure how to word it. Every time I see him I get butterflies in my stomach, and every other problem in the world seems to go away. Can you please tell me what to do, or at least, what to say?

Winnie

Winnie, every story has a beginning, a middle and an end. You're at the beginning of the story now, and it's such a good beginning you want to rush to the end, read the last chapter, and see how it turns out. At least you want to tell this boy how it should end.

But by skipping to the end and telling him your feelings, you will miss the middle part where things develop and the plot gets interesting. Let the story unfold in its own way.

If you've already spent a whole day with him, you don't have problems talking to each other. We're pretty sure he knows you like him a lot. That's enough for now. By letting things unfold in their own time, you won't spoil the ending.

Wayne & Tamara

About The Author

Authors and columnists Wayne and Tamara Mitchell can be reached at www.WayneAndTamara.com.

Send letters to: Direct Answers, PO Box 964, Springfield, MO 65801 or email: DirectAnswers@WayneAndTamara.com.

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abandoned accepted building children children's companion's confirmation connected consequences contacted continue december devastated dickens ebenezer emotional emotionally experience extremely forgotten involved

Do you like animals? Would you like to work for yourself? Pet grooming could be the career for you.

A grooming business is more than just washing dogs. It can include cleaning ears, trimming nails, brushing teeth, and shaving the animal's coat in stylish ways. The animal can be a dog, cat, pig or other type of animal.

With an animal grooming business, the choice is yours. You can have the clients drop their animals at our house or you can start a mobile pet grooming business. The options are limitless.

Starting a pet grooming business does require that you become a certified pet groomer. Research different dog grooming schools in your area, and choose one that fits your needs. Try to find one that offers pet grooming business management classes with the actual pet grooming classes.

Once you are trained, or while you are in training, you should start to create a pet grooming business plan. Since you will incur some start up costs for your training, licenses, insurance, and equipment, having a business plan can help you obtain a loan to get started.

It is estimated that the industry will grow over 10% in the next five years. This means that your grooming business will likely grow quickly as long as you are professional at all times. This also means that you will have to complete some office work daily as well. Owning an animal grooming business is not just animal grooming.

Pricing can be difficult to determine, but a few phone calls to local grooming salons, or individuals who perform grooming, will give you and idea regarding what services you should be providing and an estimation of the fees. You will need also to decide if you business will be just a dog grooming business or if you will groom other pets too.

Because your business is client oriented, you will need to build a clientele list. The best way to do this is to get your name into your community. You can place flyers at pet stores and veterinarian offices, and animal shelters. You can create a press release for local newspapers and radio stations. You can even offer your services to the local animal shelter. If they like your work, they will refer people to you.

To keep on top of animal grooming trends you should plan to attend local dog and cat shows, and go to pet grooming industry expos, and conventions. You should subscribe to industry magazines as well, and check the internet frequently. It is a font of knowledge and there are web sites, such as PetGroomer.com that are there to help people start their animal grooming business, obtain training, and calendars of events.

Since you are working for yourself, you have to rely on your ability to keep customers happy. This means always being available for set appointments, maintaining a clean work area, and being professional at all times. Even though you work from home, or out of a van, professionalism keeps your clients coming to you and not another pet grooming business.

There are many ways to get into this industry. You can purchase a franchise, which give you the credibility of an established name. You can purchase a local pet grooming business that is currently for sale. Of course, you can start your own grooming business.

You should check with your local government for any zoning, licensure, and insurance requirements for your business. This is very important and could be the difference of your grooming business succeeding or failing. A dog grooming business is still a business no mater how much fun you have doing it.

Copyright Randy Wilson, All Rights Reserved.

Randy has dozens of home based business articles such as Best Home Based Internet Business, Ebay Money Making Tips and Medical Billing Service.

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animal's animals? appointments articles available brushing business calendars

What I'm about to reveal are myths that most people thinkare 'true.'

They seem set in stone yet they are deadly to theadvertiser.

I'm certain you'll be surprised. Certainly you may evendoubt what I reveal to you. But I've discovered that thesemyths must *NEVER* be followed - unless of course you likethrowing your hard earned money down the drain!

There are essentially five common 'Newspaper And MagazineAdvertising Myths'?

Before I go any further I have a proviso to what I'm aboutto reveal to you about advertising. Here it is?

Everything I talk about here has one goal: To help you make more money - substantially more, with your marketing, sales, and advertising.

If you're looking for 'pretty' advertising or advertisingthat looks good without getting you leads and orders thenyou should look elsewhere.

So when you're reading through these advertising myths andfacts, be aware that I'm only talking about newspaper andmagazine advertising that makes money - plain and simple!

So let's get started?

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Advertising Myth 1: Your ad must first 'look good' before it is placed in any publication

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Many people (not your prospects by the way!) judge newspaperand magazine advertising on the 'look and feel' of the ad.In fact one of the mysteries of the modern worldis having advertising awards for aesthetically appealingads. That's just plain nuts!

It doesn't matter how good your ad looks. What countsis how much money you made from the ad!

Of course I'm not saying your ad cannot look good. What I'msaying is your number one objective is to get the sale (orat least a response.

Never forsake this goal for creating a good looking ad!

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Advertising Myth 2: Your company name needs to be prominent in the ad

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Regardless of how familiar your company or service is toyour prospects you should always place your company name atthe bottom of the ad. Never ever put your company name atthe top of the ad.

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Advertising Myth 3: You should never use a reply coupon because it looks 'unprofessional'

****************************************

Many design agencies frown on response coupons because onceagain they don't look 'good.' A coupon has the ability to*double* your response instantly.

You must therefore have a very good reason not to use acoupon in your ads. (By the way I've never come up with agood enough reason - unless of course you're restricted tospace!).

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Advertising Myth 4: You should use a design agency to create your ads

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Like all professions there are good and bad design agencies.However only use a design agency that uses 'direct response'advertising principles.

All other design agencies will never get the results youshould expect with your newspaper and magazine advertising.

In almost every case you are better equipped to create your own advertising rather than using a design agency.

You'll save thousands of dollars and almost certainly makemore money from the advertising you create.

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Advertising Myth 5: Your ad must not have too much copy (words) and have lots of white space

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This is the number one mistake people make with theirnewspaper and magazine advertising.

You cannot ever hope to get a high response to youradvertising if you don't give people a reason (or severalreasons) to respond. This means that your ad needs to be*FULL* of copy.

Contrary to popular belief an ad crammed full of relevantand benefit written copy always *substantially* wins over anad without lots of copy.

***

So there you have it. If you want more sales and moresuccess from your newspaper and magazine ads you must stepoutside the box.

You must break from tradition. You must forget aboutcreating good looking ads. Do this and I promise yoursales and profits will soar!

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of EBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit http://www.JamesBurchill.com for details.

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Dieters who dejectedly complain they are figuratively "stuck" with their excess fat may be surprised to learn there is a scientifically-accurate truth to their statement. Fat cells -- which are created when the body is unable to convert excess calories to energy -- are permanent. Fat cells cannot be removed by any diet known to humanity [1]. They can, however, be reduced in size. This is the experience enjoyed by people who lose weight [i].

There is, however, an increasingly popular - and controversial - method to eliminate fat cells permanently via an external, non-diet method. Scientifically referred to as a Gastric Bypass Operation, but more popularly known as "stomach stapling", this procedure literally staples part of the stomach together. The result is that food intake becomes severely restricted, and the body begins the process of malabsorption, or a decreased ability to absorb nutrients. In addition, the duodenum [2] is bypassed to prevent the absorption of nutrients that could cause excess calories, and as such, the creation of additional fat cells [ii].

In addition to this, a more complex and less frequent procedure called Extensive Gastric Bypass or "biliopancreatic diversion" involves the removal stomach parts, and the circumvention of the duodenum and jejunum - or in laypersons terms, the circumvention of the first part of the small intestine, and the middle portion the small intestine. The result is an even greater malabsorption capacity.

The bulk of concern surrounding stomach-stamping procedures is emanating from the medical community. Some experts are worried that individuals opting for this rather dramatic surgery are not prepared to make post-procedure lifestyle changes. They point out that since stomach stapling reduces the size of the stomach, and therefore the amount of food that a person can digest is severely reduced, an individual must be fully equipped to eat wisely after the procedure. This "wise eating" must include both the volume of post-procedure food that is eaten, and the number of calories that are eaten on a daily basis [iii].

These experts are also quick to point out that the failure to adequately prepare people for post-procedure wise eating habits often leads to various forms of malnutrition. These include anemia due to Iron and B12 deficiencies, hair loss, calcium deficiencies, nausea, vomiting, excessive sweating, diarrhea, and the loss of water-soluble essential vitamins such as C, Niacin, and B1, B2, B3, B5, B6, Biotin, and Folic Acid [iv].

The jury on whether stomach stapling is a "fair" choice, or one that is driven by unhealthy body-image stereotypes propagated by the media and elsewhere, is hotly debated and will continue to dominate conversations about this controversial procedure. Yet what cannot be lost in this debate is that, everyday, real human beings are facing an uphill battle after their stomach stapling surgery. For these people, whether they chose to have the surgery due to body image issues or not, the rationale is rather academic once the surgery is over. What they clearly need at this point are nutritional supplement solutions that cater to their new eating limits and framework.

Profect, which is a nutritional supplement created by Protica Research, does not support the proliferation of unhealthy body image expectations that people are inundated with each day; especially impressionable youth. Yet with this being said, Profect has been engineered to provide those who have opted for this dramatic weight-loss surgery with an ideal source of post-procedure food.

Each serving of Profect is contained in 2.7 fluid ounces, which is significantly smaller than most other nutritional supplements. It is therefore aptly suited for those who must limit their volume of food intake. At the same time, each serving of Profect contains only 100-calories - none of which are from fat -- and as such will not lead to runaway caloric intake.

What is clearly the most appreciated medical quality, however, is Profect's protein configuration. Each 2.7 fluid ounce serving of Profect contains 25 grams of protein. This is the densest protein available on the market. As such, individuals who are obliged to eat very small food portions can easily ingest 100% of the U.S. Recommended Daily Intake of protein in less than six fluid ounces.

In addition, each serving of Profect contains 50% to 100% of all nine water-soluble vitamins. These vitamins help consumers replenish the vitamin stores that they may be losing due to the post-procedure side effects noted above, such as diarrhea, vomiting, and sweating. In the long-term, daily usage of Profect provides the body with the critically important constant flow of water-soluble vitamins.

Indeed, the controversy surrounding stomach stapling, which also includes its hefty price tag, will continue; and it is important to hear all views. Yet what must also continue is quality education and awareness. People must be adequately informed that while their weight may seemingly "disappear" overnight thanks to stomach stapling, there is still a challenging road ahead. This road includes an eating regimen that will require conscientious food selections, much smaller portions, and careful monitoring of protein and vitamin intake.

ABOUT PROTICA

Founded in 2001, Protica, Inc. is a nutritional research firm with offices in Lafayette Hill and Conshohocken, Pennsylvania. Protica manufactures capsulized foods, including Profect, a compact, hypoallergenic, ready-to-drink protein beverage containing zero carbohydrates and zero fat. Information on Protica is available at http://www.protica.com

You can also learn about Profect at http://www.profect.com

REFERENCES

[i] Source: "Is the Number of Fat Cells you Have Predetermined?". iVillage. http://www.ivillage.com/diet/experts/wlcoach/qas/0,,222000_36838,00.html?arrivalSA=1&cobrandRef=0&arrival_freqCap=1&pba=adid=13185251

[ii] Source: "Weight Loss: Gastric Bypass Operations". WebMD. http://my.webmd.com/content/article/46/2731_1654.htm

[iii] Source: "What You Need to Know About: Gastric Bypass". About.com. http://weightloss.about.com/cs/gastricbypass/l/blgastby1.htm

[iv] Source: "Gastric Bypass". MedlinePlus. http://www.nlm.nih.gov/medlineplus/ency/article/007199.htm

Copyright 2004 - Protica Research - http://www.protica.com

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As any successful entrepreneur knows, there's more to generating on-line sales than owning a web site. To produce sales, your web presence must be effective, easy to navigate, and properly marketed - all of which require a well-rounded understanding of your target client.

But how do we get inside the collective mind of our market? The key is psychology - in this case, e-psychology - or the science of understanding how consumers shop on-line. Understanding how consumers make the purchase decisions on-line will allow you to develop web site content that appeals to the maximum number of prospective clients.

World Wide Psychoanalysis

Internet advertising isn't the same as print advertising. Web surfers tend to read less on-line, instead using visuals such as photos, animation, and colorful graphics to gather information. From a development standpoint, this places an emphasis on site navigation and overall layout.

The motivations behind on-line purchase decisions differ from those generated by more familiar mediums. To achieve success, your on-line sales strategy must embrace these differences.

Let's begin by glancing at the web sites of your biggest competitors by sales volume. Chances are, the primary content is designed to accomplish three goals:

* Generate interest, usually by eliciting or identifying a need

* Convey the unique value of their specific product or service, and

* Promote a transaction.

To produce sales on-line, your web site must do more than serve as an information resource about your company. Your site must ask for the business. Each page of the web presence should lead to an action step promoting a sale or contact request.

On- or off-line, asking for the business is the only way to achieve any greater result than educating prospective clients about your industry and product or service.

Writing For The Web

The foundation of any purchase decision is the desire for a product or service, usually based on a pre-existing need or want. Selection of a specific product or service provider begins when a consumer identifies a company that offers a value most compatible with the consumer's perception of value.

Start by writing your web site's content to elicit the general value the product or service provides. Introduce solutions generated by having the product or service, based on the typical ultimate desires of the target market. For example, the benefits of developing a web site for a small business may include increased sales, expanded credibility, and a 24/7 on-line purchase option.

Next, build on this general foundation by introducing the features, benefits and value of your own company. Remember that surfers tend to do less reading on-line, so you'll need to accomplish a great deal in each line of text. Each sentence must:

* Convey the tangible and intangible value of your product or service

* Include key terms and phrases effectively describing your industry and products/services

* Promote prospect-to-client conversion

* "Hook" the surfer, encouraging further reading

Use plenty of bulleted lists to highlight information at a glance, making sure to limit the number of words used in each bullet. Regardless the space available or font size used, each highlight should not exceed one line of text.

Paragraphed text such as sales copy or product descriptions should be kept simplistic, yet appealing to the physical senses. How will your product or service enhance the individual's life? What are the most common benefits of your version that existing clients do not recognize until after purchasing the product or service?

Keep Your Prospects Focused

One of the primary reasons prospective clients do not proceed with a purchase is their own inner dialogue. Typically, consumers will continually try to talk themselves out of a purchase, until absolutely certain it is the best choice for their need. When the positive elements of an opportunity outweigh the negative feedback generated by inner dialogue, a purchase will result.

Therefore, it is important to keep your prospective clients focused on the features, benefits and value of your company through effective site content. If you are serious about developing a business that will control a measurable amount of market share, your products or services will reflect Unique Selling Points (USP) upon which your entire sales strategy will be founded. Integrating your USP into all aspects of your web presence will help to build and maintain a cohesive, positive focus on your products or services.

Closing the On-line Sale

A client isn't a client until after a purchase is completed. Bringing your prospect to the point of purchase isn't enough; a smooth, effective closing process is required to maximize the potential for on-line sales success.

An effective closing process must reassure the prospective client's decision to make a purchase before, during, and after a transaction. This can be achieved by:

* Offering visible customer support options throughout the purchase

* Employing a user-friendly shopping cart and multiple on-line payment methods

* Clearly explaining each step of the purchase process

* Providing immediate transaction confirmation by e-mail, telephone, or your web site

Each step of the sales process is an opportunity to develop trust between your company and a prospective client. Developing long-term relations remains the best way to build a faithful, strong client base that will remain loyal to your business.

The infinite potential for your success is dependant only on the satisfaction of your most recent client.

Jim D. Ray is a seasoned web developer and president of Web Presence, a national web design firm serving the small business market sector. To learn more, or for a free quote for your own web site, visit the Web Presence at http://www.web-presence.net.

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Woodworking: Tools Of The Trade, Part 2 - Tools For Cutting

A civilization's maturity and intelligence is judged, in part, by the diversity and sophistication of its tools. When it comes to woodworking, the human race is quite advanced. There are general tools that work well in many situations, and there are specialty tools made for one specific purpose. There are tools that require only manpower and a rudimentary knowledge, and others that utilize computer programs, a wide range of knowledge, and a powerful motor. We have even learned how to harness power for our tools and package it in a small battery component, giving us the freedom to take our tools wherever we need them.

It is truly amazing and wonderful to contemplate the vast number of tools and all that woodworkers are capable of doing and creating with the help of these tools. And for many people, working with tools is one of the thrills, or even obsessions, of woodworking.

Woodworking and related tools have become so popular that there are numerous companies that manufacture these tools and thousands of places to purchase them. Combine that with the vast numbers of different types of tools and it can get overwhelming, especially if you are new to woodworking. Our experts helped us focus on the basics to develop an overview of those tools needed to get a good start in woodworking.

In the most basic terms, a woodworker needs four kinds of tools. They need a place to work, tools for cutting and shaping, tools for assembly, and finishing equipment. This simple statement provides the basis for the following discussion of woodworking tools.

The tools listed and described here represent just the tip of the iceberg. In keeping with the philosophy that it is best to learn the basics first, and to not invest large sums of money until a person is certain that they have an ongoing interest in woodworking, the emphasis is on hand tools, with a few basic power tools thrown in. These tools should prepare you for a variety of beginner projects and give you a solid foundation of equipment and knowledge to build upon.

Tools For Cutting
For the most part, cutting of wood is done with a saw. Typically if a woodworking cut is needed, whether it be straight or curved, it is done with a saw.

Saws
There are many different types of saws, each made for a specific purpose, but they generally fall into three categories. Handsaws are used to convert large pieces of wood into the appropriate lengths and widths. Usually made with a triangle-shaped blade, they include the ripsaw and crosscut saw. The ripsaw is for cutting with the grain, such as when you need to cut thin trim pieces from a full plank. As the name implies, a crosscut saw is for cutting against the grain. It usually has more teeth than a ripsaw to provide for a finer cut.

Backsaws are for the majority of joining work you will do on projects. In this category, the tenon saw and the dovetail saw look similar. Both have square blades and a back strip to hold the blade in place. This strip is usually made of brass in a good quality saw. The difference between the two is that the dovetail saw has more teeth per inch to make finer cuts, such as a dovetail. A tenon saw is for more basic joint cuts such as a bevel. It will likely get used a great deal. A third type of backsaw is the bead saw, which is often used for carving miniatures.

Narrow-bladed saws are for cutting curves. The thin blades with many teeth allow for fine cuts and advanced maneuvering. There are several different types, including a bow saw and a keyhole saw. The coping saw, such as that shown here, is perhaps best known. It has a swivel handle and is often used for cutting holes in plywood and getting the right curve on trim and small project pieces.

Many woodworkers prefer the fretsaw, which is similar to the coping, but has a deeper U-shape and clamped blades, which allows for more versatility in blade selection. A keyhole saw is similar to a handsaw except the blade is long and narrow. It is ideal for cutting curves and holes.

Selection Tips
When buying a good manual saw, it is important to look for a removable handle that will make care and replacement easy. If the handle is held on with rivets, it is not easily replaceable. Be sure the handle feels comfortable and fits your hand well. A thin blade is best for woodworking. Test the quality by holding the ends and bending the blade. It should bend evenly and smoothly. Also, tap it to see if it produces a pleasant, clear ring.

Care & Maintenance
Even if you start with a new saw, you will eventually need to give it a tune up. The following is a checklist to perform general maintenance on your saw.

• Sight down the length of the blade to see that it is straight and free from kinks. If the saw blade has a crack, it cannot be repaired. If it has a small buckle or kink, lay it flat on a block of wood or metal plate with the buckle side up and strike it firmly with a flat-faced hammer. If straightening a backsaw, remove the brass backing first. If the buckle is severe, replace the saw or take it to a specialist for repair.
• Remove the handle, use a wood cleaner to remove dirt and check it for damage or rot. If it is cracked, you can break it along the crack to create a clean break and glue the pieces back together. Rotted handles should be replaced, and can either be purchased or made from a pattern drawn using the old handle.
• Check the blade for rust and debris. Clean brass pieces with polish and the blade with fine steel wool. Some people treat the blade with a wax material that can be made or purchased from a hardware store. Wipe clean with a soft cloth. If the teeth of your saw are no longer sharp or are uneven, it is best to bring it to an expert for sharpening and jointing until you have been taught the proper way to perform this essential and delicate maintenance. If done incorrectly, it can ruin your saw.
• Proper storage of your saw can help maintain its quality. Hang from a hook so the blade stays straight, or make or buy a holder that keeps the blade straight, teeth protected, and handle stabilized.

Power Saws
Expert woodworkers typically are divided on the need for a power saw. Several feel that beginners could do just fine without the power equipment, while others feel that a handheld circular saw or even a table saw was an important investment. If you have the budget, have worked with the basic manual saws, have a project in mind that requires many cuts, and are likely to stick with woodworking for a number of years, a circular saw or table saw can be a good investment. They range in price from about $40 for a good circular saw to several hundred for a table saw.

A huge area of woodworking consists of creating plaques and figures using a scroll saw. If you plan to work with these types of projects or designs where you need to make many curving cuts and patterns, you will likely want a scroll saw.

Tool Summary
This completes part 2 of the condensed overview of some of the tools that are commonly used in beginning woodworking projects. As you can see, this topic could and has provided the content for entire volumes of books and in order to fully understand the possibilities in woodworking and create quality projects, it is critical that you develop a more in-depth knowledge of the tools you plan to use.

It is also important to note again that each type of tool has its own care and maintenance needs that are often more specific than what has been touched on here. The details have been left out of this book to avoid overwhelming someone who is brand new to woodworking. However, their omission does not mean they aren't important.

"Failing to care for your tools is ridiculous from a financial standpoint," stated shop teacher, Kevin Warner. "Why spend $20 on a good quality handsaw or clamp and then allow it to go dull or rust? Not only will you loose money, your work will suffer because your tools won't perform as intended. And it will take you more time in the long run. Taking good care of your tools is one of the first steps in becoming a serious woodworker."

Copyright 2005 by Ferhat Gul. All rights reserved. You may redistribute this article in its unedited entirety, including this resource box, with all hyperlinked URLs kept intact.

Ferhat Gul is the publisher of the brand-new "Woodworking Beginner's Guide - Tips From Experienced Woodworkers to Help You Get Started", made just for people who love woodworking. This comprehensive, yet compact woodworking introduction for beginners is easy to read and helps to save time, money and effort.

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In our 'Stretching' article series (http://optimumlife.co.nz/Fitness%20Articles/Stretching/Stretching1.htm), we discussed why it's important to stretch as part of your workout. We also touched on the importance of warming up before even *thinking* about stretching. Since that article, I've had a couple of questions about warming up, so it seemed like a good topic for this week's Optimum Fitness News.

When fitness experts talk about 'doing a warm up', they generally mean doing some kind of general activity that gradually raises the heart rate. They will happily tell us that doing so reduces the risk of injury during the following workout - but don't often explain exactly how. In fact, a good warm-up should involve more than just this 'general activity'. The second, less commonly described aspect is the 'dynamic stretching' we mentioned in last week's article. And there are many more reasons to warm up than simple injury risk reduction

WHY WARM UP?
When you start moving in any way that raises your heart rate, certain changes start to take place in your body. Your respiratory rate increases. Bloodflow throughout your body increases, which means that the levels of oxygen and nutrients that are delivered to your cells also increase. In effect, all your body's systems are warned you're going to be making demands on them, and primed to meet those demands.

Once you're at this point, you're ready to move onto dynamic stretching. This, you'll remember, involves slowly performing the same kinds of movements you'll be making in your workout, and gradually increasing the speed. As specific muscles, tendons and joints follow the movement patterns they'll be expected to complete later, they become used to the movement, and less likely to tear when the movements are made at higher speeds. This stage also works as a cue for your nervous system to 'switch on' the specific neuro-muscular connections it will need for those movement patterns.

Lastly, this two-stage warm-up helps you to prepare you mentally for the coming workout. Regardless of what that workout might be, you'll do it better, and enjoy it more, if you're able to bring your full focus into it. By taking the time to warm up before you start exercising 'for real', you're giving yourself the mental space to switch your focus to where you need it to be.

HOW SHOULD I WARM UP?
The general part of the warm-up can be done in any way that gets your heart beating faster. If you have a piece of cardio equipment available- a bicycle, rowing machine, or stepper - feel free to use it; or simply walk and then jog. Whatever you use, start very gently, and gradually increase the intensity until you can feel your body getting warm, and your heart rate starting to rise. The specific intensity will depend on your current fitness level - but it should have you working at a level where you're energised, not exhausted.

Some people continue until they feel a light sweat, but because this can be more reflective of humidity than body temperature (and because some people sweat more easily than others), it may not be the most useful measure. Experts suggest 3-5 minutes, but if your exercise environment is particularly cold, it may need to be longer.

Once you're feeling warm, it's time to bring in the dynamic stretching. What you do here will depend totally on what kind of exercise you're planning. For a martial art, it might involve light sparring at � speed, or simply performing some of the techniques in slow motion. For a sport, it could involve mimicking the same kinds of movements you'll be using on the field or court, in a slow, controlled way. There are no specific time guidelines for how long this should take - but allow enough time for repeating each movement, starting slowly and gradually increasing the speed until you're working at the level you expect during your workout

Finally, once you're warm, stay warm. Especially if the workout that follows will be particularly vigorous, don't stop to do a static stretching routine. This will give your body a chance to cool down again, and undo much of the good you've done by warming it up in the first place. If you have any questions about either kind of warm up mentioned in this article, please don't hesitate to e-mail me on tanja@optimumlife.co.nz. Otherwise, may every day bring you closer to your Optimum Life.

Copyright 2005 Tanja Gardner

Optimum Life's Tanja Gardner is a Personal Trainer and Stress Management Coach whose articles on holistic health and relaxation have appeared in various media since 1999. Optimum Life is dedicated to providing fitness and stress management services to help clients all over the world achieve their optimum lives. To find out more about how you could benefit from online personal training, please visit http://www.trainerforce.com/optimumlife/ . To find out more about holistic fitness and stress management please visit http://optimumlife.co.nz, or contact Tanja on tanja@optimumlife.co.nz.

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Research Method:

Quantitative determination by contrasting HBV-DNA of cases before and after the treatment.

Number of cases: 25 (n)

Case Selection: Between the age of 16 and 65, in accordance with the diagnosis standards pf chronic Hepatitis B, with negative e antigen and positive e antibody, HBV-DNA > 1�104 cp/mL.

Detection Method: All the blood samples are detected by Sichuan Clinical Detection Center; PCR-ELISA quantitative determination is used within detection range of 1�104 - 1�107-8, HBV-DNA, unit of measurement is cp/mL.

Direction Plan: one suppository provided by Vigconic (International) Ltd. Bid. The course of treatment is six months, the tracing observation after withdrawal lasts six months.

Observation index:

HBV-DNA response after the treatment.

Lasting HBV-DNA response (six months after withdrawal).

Criterion of Therapeutic Effect:

If HBV-DNA volume 1�104 cp/mL: 4/25 (16%)

Lasting response:

HBV-DNA volume 1�104 cp/mL: 2/25 (8%)

Among the results of lasting response, 16 blood serum samples are detected through fluorimetric quantitative determination PCR by the instruments of PE.USD, H-7700 in the second attached hospital of Guangzhou Medical College. The result is in accordance with that in Sichuan Clinical Testing Center. (8 cases among it < 1�102 cp/mL). The testing range of this testing method is 1�102 - 1�107-8 cp/mL.

Conclusion

The reason for the repeatedly abnormal liver function of Chronic Hepatitis B (CHB) patients lies in the repeatedly duplication of HBV after infection, which leads to fibrosis of liver, then cirrhosis and liver cancer. It is commonly accepted that if CHB shows the transformation of HBeAg/Anti-HBe, HBV-DNA becoming negative, liver function returning to normal state, the disease is relieved.

However, parts of patients with the transformation of HBeAg/Anti-HBe still remain positive in HBV-DNA and the pathological change in the liver continues. Because HBV-DNA occurs promoter mutation in the anterior C section (1896 necleoside G-A variation) or in the C section (1762 nucleoside T variation, 1764 G-A variation), HBeAg cannot come into being. Therefore, the HBeAg in the patient's blood cannot be detected, while the virus can keep on duplicating and fixing itself. Through sequential assay of nucleic acid, it proves that promoter mutation appears in 30%-60% of HBeAg negative Chronic Hepatitis B (CHB) in the anterior C section or in the C section.

In some provinces and cities of the People of China, the percentage of promoter mutation appears in HBeAg negative Chronic Hepatitis B (CHB) in the anterior C section or in the C section is from 17.6% to 78.9%. Eight out of the 25 cases of our observation go through the sequential assay of nucleic acid carried out by the Department of Microbiology of the University of Hong Kong. It all proves to have HBV-DNA mutation. The chronic mutational Hepatitis B is infectious and apt to cause cirrhosis and liver cancer since the present medicines of antivirus and immuno-modulator do not produce the expected therapeutic effects.

Vitalliver suppository is made up from a formula of Chinese herbs, including Ginseng, Deer Horn, Cordyceps, Radix Astragali, Frudctus Cnidii, Semen Cuscutae, etc. The formula is mainly for strengthening the body resistant and primarily for reinforcing Kidney Qi, which produces good therapeutic effects in treating chronic mutational Hepatitis B. The mechanism is probably that through the regulating of immune system, the duplication of virus is inhibited and meanwhile the liver is protected, so it can produce a lasting therapeutic effect. No adverse reaction and severe accident happens during clinical observation, so it is safe for using. Vitalliver is bringing hopes to the treatment of chronic mutational Hepatitis B.

* The second stage of clinical trial would be carrying out by the Microbiology Department of the University of Hong Kong and Chengdu University of Traditional Chinese Medicine.

For more information, please visit: http://www.vigconic.com

Or, contact:
William Yip cs@vigconic.com
5/F, Cheung Wah Building, Sheung Heung Rd,
Kowloon, Hong Kong
Tel: 852-27656200
Fax: 852-27645314

Chengdu University of TCM, Hepatitis Laboratory in the attached hospital of Chengdu University of TCM, Sichuan, China

About The Author

Chengdu University of TCM, Hepatitis Laboratory in the attached hospital of Chengdu University of TCM, Sichuan, China

webmaster@vigconic.com

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Bringing home a Pug can change our life, but it is also a big responsibility. When you become a Pug owner, it is up to you to make sure that your pet's needs are met including, proper care, a safe environment and lots of love! Caring for a dog is a commitment, but has many rewards.

One of the most important things you can do to make sure your Pug has all the tools he needs to stay safe is to give him obedience training. A dog that is not properly trained will be a nuisance to others, while one that has the appropriate obedience training is a pleasure to be around. Many a dog has been considered a "bad" dog when all he really needed was the owner to take the time out to train him properly.

If you train your dog properly, not only will he have some cool tricks to show off, but it will also add to his safety. If your dog is properly trained, then you will be able to call him back to you should he be heading towards a dangerous situation. A well trained Pug Will be well behaved around strangers and the family - an obedient companion. Plus the training process can help define you as the master and act as a bonding experience for you and your pet.

The Pug is a very sociable dog as well as being extremely smart and quite stubborn. They are sensitive so yelling at him will not help you in training. Since Pugs are very smart they will train easily but can get bored with the same old lessons so you must always be showing them new tricks.

Also important for the health of your Pug is to provide your dog with excellent veterinary care. He should have a checkup every year and please make sure all vaccinations are up to date. Anytime you notice a difference in your Pugs behavior, schedule a vet appointment right away. Even a subtle change could be a sign of trouble and it's better to be safe than sorry. Have your Pug neutered or spayed - they WILL be much happier.

Providing a safe environment for your Pug especially when he is a puppy, can help eliminate unfortunate accidents. Make sure every room your dog has free access too is "dog proofed" and there are no sharp objects or small pieces laying around that he could step on or eat. When guests come over, or if the kids are running in and out, make sure they know not to leave the door open so the dog can get out. Refrain from feeding your Pug food from the table as some of it can be harmful.

Grooming your Pug can help your pet look and feel his best. Cleaning his ears, brushing his fur, trimming his nails - these all contribute to the overall health and happiness of your pooch. Proper dental care is the most important grooming task you can do for your Pug. Without regular brusing, bacteria can build up in your dogs mouth. This bacteria can break away and cause serious health problems for your dog. Make sure you brush at least a couple of times a week and have a dental check up every year!

Hopefully you'll never need to act on it, but you should have a plan for the dog in case of emergency. Your dog may be helpless in an emergency such as a fire or gas leak, so you need to plan on someone in the family being the one who is responsible for getting the dog out. Also, it is a good idea to make sure you have a "babysitter" you feel safe leaving your dog with in case an emergency takes you out of town suddenly.

Welcoming a Pug into your home as a pet, you are making a lifetime commitment to provide everything he needs for a healthy and happy life. Some Pugs can live for 15 years with good care - hopefully yours will live at least that long and the rewards you get from the loyal companionship of your pet will far outweigh the commitment you make to his health.

Lee Dobbins, a pet owner and dog lover, owns E Pet Center where you can find out more about Pugs as well as other dog breeds, cats, birds, fish and ferrets.

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Every lawn, whether new or established, is susceptible to a variety of lawn diseases. Most lawn disease starts with a fungus. Fungi are an oddity because they don't set seeds; instead, they propagate by distributing spores in their surrounding area. Some of the spores are picked up by wind or animals and distributed in new locations.

One of the biggest problems in controlling lawn diseases is diagnosis. By the time signs of infection are evident, the fungus that causes it is often difficult to control. Although there are dozens of types of lawn disease, most can be prevented through regular lawn care. Most fungus spores lie dormant until conditions are right for them to grow and infect your lawn. Generally, fungus spores need warm temperatures, a moist environment, a source of nutrition and a susceptible host. Although you can't control the weather, you can deprive them of the nutrients they need as well as a susceptible host.

Water your lawn deeply and infrequently to deprive fungus of the damp environment it needs. In addition to helping the prevention of lawn disease, deep and infrequent watering encourages your turf to sink deeper roots. Water only when the surface soil is dry to your touch and then water to a depth of two to three inches. You can gauge how much water your lawn is getting by "planting" a small container (such as a tuna or cat food can) in a corner of your yard. In addition, schedule irrigation in the morning to give excess water a chance to evaporate.

Heavy thatch layers (over � inch) hold both heat and moisture and provide fungus with a ready supply of nutrients. Thatch also impedes drainage and blocks the airflow your lawn needs to thrive. Annual core aeration in the spring is the best way to control thatch buildup. You can also control thatch during the growing season by maintaining your lawn at a 2 � to 3 inch height and cutting no more than ⅓ of the height when you mow.

Mowing time is also a good time to check your lawn for signs of disease. "Fairy rings", "frog-eyes", brown patches and other irregularities may signify the beginning of a problem. However, before you purchase a "remedy" it's best to have an infected patch inspected. Dig and take samples to your extension agency or to a recognized lawn care professional.

Many strains of fungus quickly develop a resistance to the best fungicides. Controlling active fungus is truly a case where "an ounce of prevention is worth a pound of cure". Start your lawn disease prevention plan by planting only disease resistant grass hybrids whether beginning a new lawn or reseeding patches of an old one.

Hans is author ofThe Lawn Care section of Lanwmowers-Guide.com

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After some forty years of banking and investments, I retired in 2001. But since I do not golf, I soon found retirement to be very boring. So I decided to return to the investment world after ten months. However, those ten months were not a complete waste of time, for I had spent them in trying to utilize my forty years of investment experience to gain perspective on the most recent stock market "bubble" and subsequent "crash."

There were several people who saw the stock market crash coming, but they had different ideas as to when it would occur. Those who were too early had to suffer the derision of their peers. It was difficult to take a stand when so many were proclaiming that we were in a "new era" of investing and that the old rules no longer applied. Since the beginning of 1998 through the market high of March 2000, among 8,000 stock recommendations by Wall Street analysts, only 29 recommended "sell."

I am on record as having called for a cautious approach to investment two years before the "Crash of 2000." In an in-house investment newsletter dated April 1998, I have a picture of the "Titanic" with the caption: "Does anyone see any icebergs?"

When I resumed employment in 2002, I happened to glance at the chart on the last page of Value Line, which showed the stock market as having topped out, by coincidence, in April 1998, the same date as my "Titanic" newsletter! The Value Line Composite Index reached a high of 508.39 on April 21, 1998 and has been lower EVER SINCE! But on the first page of the same issue, the date of the market high was given as "5-22-01"! When I contacted Value Line about this discrepancy , I was surprised to learn that they had changed their method of computing the index for "market highs" from "geometric" to "arithmetic." They said they would change the name of the Value Line "Composite" Index to the Value Line "Geometric" Index, since that is how it has been computed over the years. Currently Value Line is showing a recent market low on 10-9-02 and the most recent market high, based on this new "arithmetic" index, on 4-5-04, ANOTHER ALL-TIME HIGH! If they had stayed with the original "geometric" index, the all-time high would still be April 21, 1998!

Later that year, I was pleasantly surprised to read in "Barron's" an interview with Ned Davis, of Ned Davis Research, that said that his indicators had picked up on the bear market's beginnings in April 1998, the same date as my "Titanic" newsletter! So, my instincts were correct! I believe that we are in a "secular" downturn that began in April 1998 and the "Bubble of 2000" was a market rally in what was already a long-term bear market.

Another development transpired soon after I resumed employment in 2002. I happened to notice one day that, in its "Market Laboratory," "Barron's" had inexplicably changed the P/E Ratio of the S&P 500 to 28.57 from 40.03 the previous week! This was due to a change to "operating" earnings of $39.28 from "net" or "reported " earnings of $28.31 the previous week. I and others wrote to "Barron's Mailbag" to complain about this change and to disagree with it, since these new P/E ratios could not be compared with historical P/Es. "Barron's apparently accepted our arguments and, about two months later, changed back to using "reported" earnings instead of "operating" earnings and revised the S&P 500 data to show a P/E Ratio of 45.09 compared to a previous week's 29.64.

But a similar problem occurred the next day in a sister publication to "Barron's." On April 9, 2002, "The Wall Street Journal" came out with a new format that included, for the first time, charts and data for the Nasdaq Composite, S&P 500 Index and Russell 2000, in addition to its own three Dow Jones indices. The P/E Ratio for the S&P 500 was given as 26, instead of the 45.09 now found in "Barron's." I wrote to the WSJ and after much correspondence back and forth, they finally accepted my argument and on July 29, 2002 changed the P/E Ratio for the S&P 500 from 19 to 30! I had given them examples showing where some financial writers had inadvertently confused "apples" with "oranges" by comparing their P/E of 19, based on "operating" earnings, with the long-term average P/E of 16, based on "reported" earnings.

Because I started to be cautious about investing as early as April 1998, since I thought that price/earnings ratios for the stock market were perilously high, I was not hurt personally by the "Crash of 2000" and had tried to get my clients into less aggressive and more liquid positions in their investment portfolios. But the pressures to go along with the market were tremendous!

Price/earnings ratios do not enable us to "time the market." But comparing them to past historical performance does enable us to tell when a stock market is high and vulnerable to eventual correction, even though others around us may have lost their bearings. High P/Es alert us to a need for caution and a conservative approach in our investment decisions, such as a renewed emphasis on dividends. Very high P/Es usually indicate a long-term bear market may ensue for a very long period of time. We are apparently in such a long-term bear market now. But in determining whether the market is high, we must be vigilant with regard to what data mambers of the financial press are reporting to us, so we can compare "apples" with "apples." When the financial information does not appear to be correct, we, as financial analysts, owe it to the investment community to challenge such information. That is what I have concluded from my personal "odyssey" in the investment world.

After three years of the DJIA and the S&P 500 closing below their previous year-end figures, the market finally closed higher at the end of 2003. But the P/E ratio is still high for both indices.

Does anyone see any icebergs?

Henry V. Janoski, MBA, CFA, CSA is a 1955 graduate 'magna cum laude" of Yale University and a member of Phi Beta Kappa. He received his MBA in finance and banking from the Wharton Graduate Business School of the University of Pennsylvania in 1960 and holds the professional designations of Chartered Financial Analyst (CFA) and Certified Senior Advisor (CSA). As a registered investment advisor representative with the title of Senior Investment Officer, he is located in Scranton, PA. His biography is listed in "Who's Who in Finance and Industry" and in "Who's Who in America." E-mail address: HJanoski@aol.com

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When you enter a coffee house, you have a multitude of drink choices like latte, cappuccino, straight shot and caffe mocha just to name a few.

Sometimes knowing what to order can be overwhelming unless you know what you are getting. After all, who wants to pay an outrageous amount of money for a mystery drink that you may not even like?

So PerfectCoffees.Com has come to the rescue, and after you read this, you'll have a basic understanding of how the most popular coffee drinks are made and what they are made of.

Most coffee drinks start with espresso and espresso is just coffee that is brewed a certain way. It is finely ground to almost a powder then very hot water is forced through the grounds under intense pressure.

The brewing process is timed so that the flavorful and aromatic oils are extracted from the coffee and not the bitter components. This produces a strong flavored, but not bitter, concentrated shot of coffee.

Straight Shot

The straight shot refers to espresso coffee and the secret to good espresso is the extraction time, volume, and golden crema which is a thick light brown layer of frothed coffee oils that float on top of a properly extracted espresso.

The short shot or ristretto is extracted to a volume of three-quarters of an ounce. The shorter restricted pour magnifies the essence of the coffee and the chance of any bitter elements being extracted is minimized. If you have ever ordered an espresso shot in Europe they usually serve the ristretto.

The long shot or lungo is extracted to a volume of one and one-half ounces.

The double shot is a 2 ounce shot using twice as much coffee in the portafilter.

The correct way to serve a straight shot is to extract it directly into a warmed demitasse cup. The warm demitasse cup will keep the straight shot warm and prolong the crema. A straight shot is best enjoyed immediately after brewing.

It is rare to see people drinking straight shots of espresso in the US. Most people here drink variations using steamed milk mixed with the shots to make the different coffee drinks listed here.

Espresso Macchiato

The Espresso Macchiato starts with a shot of espresso and then a small amount of foamed milk is spooned over the shot. Macchiato in Italian means "marked," as the espresso is marked with foam.

Espresso Con Panna

This is an Espresso Macchiato using whipped cream in place of the foamed milk. The drink gets its name Con Panna which means "with cream."

Caffe Americano

The Caffe Americano is a drink similar to American brewed coffee. It is made with a single or double shot of espresso combined with 6 to 8 ounces of hot water out of an espresso machine. The result is a very smooth cup of coffee that is much hotter than brewed coffee.

Cappuccino

Cappuccino is made with a fluffy, wet foam, mixed with espresso coffee upon the pour to create a blend of the two flavors. Cold milk is essential, as is expertise in the foaming process. Cappuccino has a large volume of foam making it a light weight drink and less filling.

Caffe Latte

Caffe Latte is similar to the cappuccino but with much less foam and more steamed milk. A latte is made by holding back the foam with a spoon while pouring the frothed milk from the steaming pitcher. The caffe latte is completed by being topped with a small amount of the held back foam.

Caffe latte gets its name from the addition of coffee to milk. For an iced latte, cold milk is combined with the espresso and then the ice is added.

Caffe Mocha

A caffe mocha is made by adding powdered or chocolate syrup to a hot shot of espresso and blended. Steamed milk is then be added to the espresso-chocolate mixture and usually it is topped with whipped cream.

Iced mochas are made with cold milk and the ice added after the coffee and chocolate have been blended.

Flavored Coffee Drinks

Some popular coffee flavors are: vanilla, Irish creme, almond, hazelnut, caramel and fruit flavors such as orange and raspberry. These drinks usually start with a flavored syrup that is mixed with hot espresso and stirred. Then steamed milk is stirred in like in a latte.

An iced version of these flavored coffees made with cold milk instead of steamed makes a delicious cold drink in the summer months.

So now that you know what's in the basic coffee drinks, try one you haven't tasted yet. Who knows, you might find a new favorite.

Copyright 2004 PerfectCoffees.com - All Rights Reserved.

This article may be re-published "as is" (unedited) as long as the author's bio paragraph (resource box) and copyright information is included. The URLs in the resource box should be set as hyperlinks if used on a web page.

About The Author

Gary Gresham is the webmaster for www.perfectcoffees.com where you can purchase quality coffee, tea, cups & mugs, coffee gifts and delicious desserts online. He offers a free monthly coffee newsletter at www.perfectcoffees.com/newsletter.html.

Gary@perfectcoffees.com

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