How Video Conferencing Works ? Multimedia, Interactive Communication Across the Miles

You may think you understand video conferencing pretty well until someone who isn't at all familiar with it approaches you for a simple definition. When they ask, "What exactly is video conferencing?" you could suddenly realize you're at a loss for words.

The simplest definition of how video conferencing works is simply by the integration of video, audio and peripherals to enable two or more people to communicate simultaneously over some type of telecommunications lines. In other words, you are transmitting synchronized images and verbal communications between two or more locations in lieu of them being in the same room. How video conferencing works is a little bit harder to explain than answering the question, "What is video conferencing?"

Millions of people use video conferencing every day around the globe, but very few people know just how the technical aspects of the process work. The main ingredients of successful video conferencing are video cameras, microphones, appropriate computer software and computer equipment and peripherals that will integrate with the transmission lines to relay the information.

The analog information recorded by the microphones and cameras is broken down into discreet units, translating it to ones and zeros. A Codec encodes the information to a digital signal that can then be transmitted to a codec at the other end, which will retranslate these digital signals back into analog video images and audio sounds.

The theory's the same, the transmission has changed

In the earlier days of video conferencing, T1, ATM and ISDN lines were used almost exclusively but were really only practical for room-based video conferencing systems. These dedicated lines were expensive and only large corporations tended to have the facilities and money to invest in this type of set-up.

As the Internet became more a part of the everyday lives of all businesses, however, it changed how video conferencing was conducted. The TCP/IP connections of the Internet are much less expensive and can carry large quantities of information, including video packets for conferencing, relatively easily. Because of this, video conferencing has become much more prevalent in small businesses and in desktop packages that can be set up with software for computer-to-computer networking.

Compression makes video transmission practical

The problem that arises when you convert analog to digital for transmission is the loss of clarity in an image. Analog signals are a continuous wave of amplitudes and frequencies showing shades and ranges of color as well as depth and brightness. When you convert to digital, which is strictly 0's and 1's, you then need to develop a grid to represent values, intensities and saturations of different color values so that the image can be interpreted and reformed at the receiving end.

This vast amount of digital information requires huge bandwidth and means that the time it would take to transmit video images would be impractical for most applications. That's where compression is crucial. When determining how video conferencing works, one of the most important elements is the compression ratio.

The higher the compression ratio, the more quickly the information is capable of being transmitted. In many cases, however, this also means some loss in clarity or audio/video quality. For instance, a compression ratio of 4:1 would be terribly slow but have a fantastic picture quality. But by the time it was transmitted, everyone at the other end would probably have left the room for a cup of coffee. Lossy compression discards unneeded or irrelevant sections of a signal in order to transmit only the essentials, speeding up the transmission time significantly but sometimes resulting in loss of quality.

Compression can either be intra-frame or inter-frame for material that is repetitive or redundant, such as that wall behind the conference participant. Since the wall remains static and never changes, this image is redundant and can be eliminated from transmissions to an extent with proper compression. Intra-frame compression assumes the redundancy will be present in parts of a frame that are close to each other. Inter-frame compression assumes that there is redundancy over time (i.e., like that wall). Either of these can achieve a fairly high degree of accuracy and reduce the bandwidth needed for transmittal of signals.

A newer version of compression/decompression is SightSpeed technology, developed by Cornell University. SightSpeed compresses only images considered essential and eliminating what is considered 'filler,' relying on the brain to fill in the decompression at the other end. Based on an artificial intelligence model, SightSpeed achieves compression of about 90:1, compared to the typical 15:1 for video conferencing.

Any video conferencing session you use will provide compression of the transmission signal. The key is determining the balance between speed and video picture quality that is right for your needs.

Point to point video conferencing

Point to point video conferencing is just what it sounds like ? a link between two different points on the planet, or two different video conferencing terminals. It could be between an office in New York City and a conference room in Munich. Point to point video conferencing can easily be initiated by someone on one end contacting the other end as though making a standard telephone call. There are no special arrangements to be made other than knowing that the participants will be there.

Multipoint conferencing is more complex

Multipoint conferencing is more complicated because it has to coordinate several different locations simultaneously. Since you can't be in direct contact with several places at once while they are all in contact with others, you need one source that will tie them all together. In video conferencing, this is called a multipoint bridge or multipoint conferencing unit (MCU).

An MCU enables multi-location video conferencing by providing a sort of "central processing center" for all of the locations through which all the information flows. The MCU receives all information from the various locations and then sends it out to each location. In some cases the MCU is located on a particular PC, and in other cases it is located on a remote server (the most common structure, particularly for more powerful MCU networks).

Audio is usually sent and received simultaneously in all locations with an MCU with no problem because of the relatively small bandwidth needed for transmittal. It is broadcast in what is called "full duplex" mode, meaning everyone can talk and hear at the same time with no cutting off when one person or another speaks.

Video transmission, however, can be broadcast in a number of ways with an MCU depending upon the quality of the software and the complexity of the system. Some common types of video transmission for video conferencing include:

• Continuous Presence video conferencing, which allows up to four conference sites to be seen simultaneously on split screens. This is usually used if you have a small group or individuals in separate locations and will primarily be seeing close-up shots.
• Universal Control video conferencing is controlled by the initiating conference site. The primary site determines who sees what at all other sites.
• Voice Activated video conferencing is by far the most common type used today. The image with these systems shifts to the site that is currently activating the microphone so that you can always see whoever is speaking. However, if there is a good deal of background noise participants should mute their microphones when they aren't talking in order to avoid the image jumping about needlessly.

Overcoming the language barrier

Obviously, communicating through video conferencing can't be achieved unless both ends of the conference are "speaking the same language." That is, whatever is being transmitted electronically will need to be reassembled properly and heard and seen clearly at the other end. The Codec system (Coder-Decoder) is useless if both ends aren't using the same virtual language to interpret the signals.

The International Telecommunications Union (ITU) developed a set of standards in 1996 dubbed H.323 to outline specific guidelines for Video Conferencing standards and protocols so that compliance and support across networks would be easier to achieve and maintain. Since then, many manufacturers and developers of video conferencing tools have adopted the H.323 guidelines as their own.

Web conferencing solutions such as Click to Meet, Lotus's SameTime, and WebEx also offer corporate solutions that are based on Internet video conferencing. These systems have shared protocols that can be downloaded and used anywhere at any location for subscribers through the Internet. These are becoming more popular with companies who like the convenience and user-friendliness. They will no doubt become more and more refined over time, vying with and perhaps surpassing the H.323 standards.

Overcoming firewall issues

There are, of course, obstacles to overcome when you take a look at how video conferencing works. After all, you're sending vast amounts of translated data either directly or through a gatekeeper system (the MCU) that is switching and transferring information between a variety of computers. Just about any business these days has a firewall system to provide security and protect the system from potential viruses. Trouble is, many firewalls also block the transmission of data for video conferencing.

Recent innovations have largely circumvented these problems by designing firewall solutions that recognize video conferencing signaling requests and allow the information packets to bypass the firewall or router without disabling the firewall protection for other traffic. Even with this, however, there may be occasions when packets are dropped because of heavy traffic on the system, so investing in a firewall system that can handle substantial traffic is essential to quality video conferencing performance.

How video conferencing works will certainly evolve over time and improve in the coming years, but a basic understanding of what it is and how it works now will help you make the best choice for you when you're ready to begin using video conferencing yourself.

This article on the "How Video Conferencing Works" reprinted with permission.
Copyright ? 2004 Evaluseek Publishing.

About the Author
Lori Wilkerson is a full-time freelance writer who loves her job because it gives her the opportunity to learn more about the world every day. Right now, she knows a little bit about almost everything, and a lot about video conferencing, video teleconferencing, and desktop video conferencing. She has two dogs who are spoiled and one teenager who is not. She does her video conferencing in pink bunny slippers.

What Is A Power Song and Where Do I Get One?

All Shamans have several power songs because the vibration of the notes in the voice and in the fourth chakra of the throat stimulate sympathetic vibrations in the universe to respond. Everything is connected. What you put out comes back to you. When a butterfly flutters his wings in Cost Rica the winds of Africa are stirred. And when a sound is offered, the universe responds.

Power songs are used in preparation for journeying, healing, offering Reiki, praying, grounding, for protection, for celebration, for solace, anytime you want to connect with the universe in this very special way.

To demonstrate the power of voice and musical notes I would like to you try this exercise.

The fourth chakra is the note FA as in Do Re Me FA. Find a piano and discover the sound of this note if possible. Or find your own closest approximation to it. It is important to find the sound of FA.

The fourth note or sound of FA is also the note of manifestation or creation upon this planet. So if we want to manifest healing, for example, we can send our intention out upon the note FA into the universe and healing will resonate with our voice of FA and become manifest where we are intending. It really is that simple.

Don't try to complicate it like so many others have. This little simple secret is one that some people have paid thousands of dollars for. Some people have made millions creating musical tapes based on the sound of Fa, subliminal, holosync tapes that offer healing are based on the sound FA. But now you know how to do it yourself.

The visual symbol for the universe made manifest is the square. This symbolizes the power of thought and vibration becoming solid and material in this apparent world. So let's combine the sound of Fa with the visualization of a square.

Get yourself someplace comfortable where you will not be disturbed for a while. Close your eyes and visualize a square. Intone the sound FA and watch the square and see what image appears there.

You can also do this backwards by visualizing the person you want to heal in the square and intoning the sound of FA. Or anything that you would like to manifest for the good of yourself and the world.

Shamans use this technique all the time. The last ingredient the Shaman uses here is desire or strong will. He or she really wants this healing to happen, they can really feel the wish, they put all their emotional energy into the intent.

I often get to dancing and rattling while I intone my power song and bring my whole body into the act of intending a healing for someone. The more feeling you put into it, the stronger the vibration.

Have you ever listened to a Native American song? There is usually one major tone for the song, isn't there! Now you know why!

As a final thought, each note in the scale represents a unique vibratory pattern in the universe. You could do a study to find those out if you would like to know more about sound.

So you see the need for your own power song. Create one this week. it is usually just a line or two repeated over and over. You can use words or vowels or an imaginary language. As long as you create it with FA as your base and emotion and intent, it will be perfect. Power songs are usually kept private and seldom sung in public. The only time they are sung in public is when a group of Shamans have gathered to do a combined healing. It is your prayer to the universe.

Shaman Elder Maggie Wahls offers an introductory course starting with the history of Shamanism around the world. You learn about healing herbs, finding your totem, what Shamanic ecstasy is and how to achieve it without drugs, how to meditate and many actual visualizations to help improve one's skills. You will build a medicine wheel, meet your totem animals and spirit guides, create a place for visions, and learn to interpret your dreams, learn ceremonies for celebration and healing and so much more! Start Today! http://www.shamanelder.com. Free Consultation just email shaman@shamanelder.com

Turn Your Wisdom Into a Workshop

The Technical Revolution has done a lot for us -- we merely have to pick up a phone or send an email to conduct business. Yet, there still is no substitute for live, personal appearances when you want your teaching to count, and that's why I love workshops. Your participants benefit from the short-term intensity of the experience, and you benefit from actually seeing your principles and exercises in play.

If you've got the solution to any problem that's out there, you can deliver it in workshop form. Here are some steps I've developed in my years of designing and delivering self-help workshops:

1. Put together a workshop people actually need. What's the biggest problem your target market faces ? and what do you know about solving it? This is the key to filling your workshop. Find the problem you are uniquely qualified to solve. Do not rely on vague promises like "improving your life" or "boosting your creativity". Offer us something we can really use, such as "How to Create More Time for Your Dream."

2. Decide where and how you'll lead the workshop. Basically, you have a choice: you find a location and hold the workshop yourself, or you pitch and sell it to a larger venue, such as an adult ed learning center. If you hold the workshop yourself, you will have a bigger job, but you potentially could make much more money. If someone else holds it, your audience may be more certain ? or it may not. Also, it may be hard to place your workshop with a larger venue if you don't already have a track record doing such ? unless your idea is so 'killer' that learning venue can resist. There is no 'right' answer here. Test the waters to find the best solution.

3. Choose a great location. Nothing is more depressing than a workshop in a dimly lit church basement painted an institutional green. Instead, look for a sunny, fresh environment that makes you (and them) feel good. When holding your own workshop, look for inns or even B&B's that have a meeting room or living room available. Often such places will provide a room for free if they are catering your event. For shorter workshops, look to grand old libraries that have seminar rooms, or churches or temples that have recently renovated or offer more upscale facilities.

4. Plan the day around food. Believe it or not, this is key. A workshop has to have an air of retreat to it, or it won't have nearly the impact you want. That's why I like to hold longer, full-day workshops that include a nice lunch and afternoon tea and cookies. This gives your participants the sense that they're really getting away from everyday life and nurturing themselves, which facilitates breakthroughs. At the same time, you can offer more benefits, and thus a more valuable workshop package.

5. Structure your day with lots of play. Give these folks some things to do that get them out of their usual routine, right off the bat. In my own How Much Joy Can You Stand? workshops, I have people come to the event with a 'no-name' tag ? something they can comfortably wear that expresses their essence without using their name. It's a fun way to get everyone on level playing ground. This sort of hands-on exercise can be used at least two or three times during the day to make your points more effectively. To create exercises, simply think about what sorts of activities would really move you to have fun, and think outside of the usual box.

6. Combine teaching with feedback. Don't just preach; ask. During your lecture time, take occasional breaks to ask for their ideas, observations, questions, etc. You can also drive home points by creating front-of-the-room lists on a flip chart, or by having brief writing exercises, which they can share from afterwards. I like timed writing exercises, quick top of the mind lists, and written responses to questions.

7. Don't be afraid of group meditations. If you're doing work that is at all spiritually attuned, guided meditations can be fantastic tools. Most people will give them a try, even if they've never done so before. Be sure to speak clearly throughout the meditation, and urge people to sit on cushions or chairs, but not recline. Some may be willing to share what they observed, which is often quite powerful.

8. Let them guide you. Sometimes you need to put aside your plan for a while, and let a powerful group conversation take over. Be sure to design your day with an extra half-hour to hour (if it's a full day) for such tangents to develop. That way, you won't be a slave to the clock, and can allow for spontaneous insights to occur.

9. Start with a group of friends ? and get evaluations. Your very first workshop can always be held with friends, or your R&D group, right in your own living room. Offer it for free, in exchange for detailed feedback on what worked, and what didn't. Then be sure to have the evaluation forms ready to fill out at the end of the workshop ? before anyone leaves. In your evaluation, also include a place for enthusiasts to leave glowing testimonials, for use in your promo materials. (Include a request for a signed okay for use of their name and quote in your form.)

10. Experiment. You're going to get a lot further leading workshops if you can view this aspect of your career as a grand experiment. Some things will work; some things won't. Your job is to find out which is which, so your workshop becomes the very best it can be ? and that's the best way to fill them up!

Copyright 2004 Suzanne Falter-Barns

About The Author

Want to learn more about how to lead your own creativity workshop? Go to http://www.howmuchjoy.com/facilitatorsworkshop.html. Suzanne Falter-Barns is the author of How Much Joy Can You Stand? and Living Your Joy. (Ballantine) You can learn more in her free ezine, The Joy Letter, which brings you a crisp, fresh burst of inspiration for your dream every week or two. Sign up at http://www.howmuchjoy.com/joyletter.html and receive her valuable report, "Thirty-Five Guaranteed Time Savers". It helps you create time to finally live your dreams.

Get PR Off the Bench

Something that results in your most important outside audiences doing what you need them to do should not be warming the bench.

But that's exactly what's happening at organizations that allow their public relations people to play games with tactics like newsletters, press releases and brochures instead of aggressively pursuing the major benefits PR can provide.

If this describes your public relations program, why not give real PR a chance, especially since you're already paying for it?

Tell your public relations counsel you want to see the plan for how s/he will take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors about which something can be done.

Ask her/him how aggressively s/he will create, change or reinforce those perceptions by reaching, persuading and moving-to-actions- you-desire those important external audience members whose behaviors really affect your organization?

That's the fundamental premise of public relations and you should be getting your share of that action.

Fact is, this sequence can help you alter the perceptions, and thus behaviors of your most important external target audiences making achievement of your business objectives much easier.

This is good news for managers like you because, when the behavioral changes become apparent, and meet your public relations program's original behavior modification goal, your PR effort has succeeded.

Done right, that's when you'll notice customers making repeat purchases; prospects starting to do business with you; community leaders seeking you out; businesses proposing beneficial joint ventures; and legislators and political leaders viewing you as an important member of the business community.

And that key target audience is just for starters because other external audiences of importance to you can also be monitored for perceptions, behaviors and corrective communications as needed.

Now, while there's more than one way to peel an orange, here's one high-impact, problem-solving sequence that can work for you.

Start by listing your most important audiences whose behaviors affect your operation in any way. Rank them by how severely their behaviors impact you, and let's work on the target audience at the top of your list.

Of course you should be continually aware of how members of that key target audience view you by taking the opportunity to interact with folks who make up that audience, and ask questions. Have you heard of us? What do you think of our products or services? Listen carefully for signs of negativity and, when you hear them, probe a little deeper to find out details. Stay alert for inaccuracies, mistaken beliefs, rumors or misconceptions.

The answers to your questions will quickly coalesce into your new public relations goal ? i.e., the specific perception problem and, thus, behavior change you want. As examples, neutralize that hurtful rumor, clarify that untruth, turn around that misconception or correct an important but inaccurate number.

As of this moment, you have a goal and no strategy. But, for perception and opinion purposes, there are three strategies sitting on the shelf ready to show you how to use your new PR goal.

You can create perception/opinion where there may be none, change existing opinion, or reinforce it. Fortunately, your new public relations goal will indicate clearly which strategy should be used.

The message you send to members of your key target audience is vitally important. After all, its mission is to alter people's perceptions or beliefs which you hope will lead to behaviors that are more helpful to your organization.

Clarity, believability and persuasiveness are the important ingredients of your message. It must present the truth credibly and, to the extent possible, make a compelling case.

Now you trot out your "beasts of burden" ? your communications tactics ? to carry your message to members of your key target audience. And you have an embarassment of riches in this regard ? consumer meetings, emails, press releases, facility tours, speeches, special events, brochures, radio and newspapers interviews, and many others.

Progress ? "Are we making any?" ? will rear its head at this juncture. Best way to find out is to go back to members of your target audience and ask the same questions as before.

Only the big difference now versus your first perception monitoring go-around is, you are now looking for signs that your message and your communications tactics have combined to alter perceptions, and thus behaviors in your direction.

Should progress be too slow, you may need to use a broader selection of communications tactics as well as increasing their frequencies. Also, revisit your message to determine if your facts were persuasive, then adjust as needed.

This is the way to Get PR Off the Bench and into your battle for the hearts and minds of your key target audiences.

By altering perceptions and behaviors in this manner, you take a giant step towards achieving your business objectives.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly ? 2003.

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com.

bobkelly@TNI.net

How to Cope With Colic

When my oldest daughter was born, I walked the floor night and day, rocking and swaddling, singing and even crying...anything to make my new little miracle stop her endless crying. Well, everyone told me she just had colic and that it would pass. And, alas, pass it did, however I wish that I would have known then what I know now.

There are many theories about the causes of colic. Many believe that it is breastfeeding that causes it. "Either you are eating something that is not suited to her little tummy or you must be feeding her too much.." they will tell you. Well, maybe. Others believe that bottlefed babies are allergic to the formula. "Switch his formula and he will be just fine..." they will tell you. Well, yes that could be it too. Some will say it is gas or an immature nervous system. Maybe. And the list goes on and on.

However, I believe that the answer to solving colic problems is simple. Babies simply "come out" too early and therefore miss out on their "fourth trimester" in the womb. This new world needs a lot of getting used to, and some transitional coping methods are in order. Below are some sure fire ways to soothe a colicky baby and restore them to their comfortable, womb-like environment. Well, they will think so anyway.

1. Swaddle her. Babies up to four months old feel safe and secure when bundled and will calm down. This imitates her cozy womb environment and soothes her cries with a sense of familiarity.

2. Carry him in a sling or carrier close to your body and walk around. The motion will imitate the movements he felt while he was being carried in your womb.

3. Play "white noise" such as the dishwasher, washing machine or even the vacuum cleaner to imitate the sounds she heard while safe and snug in your tummy.

4. If all else fails, go for a car ride. The motion will imitate the frequent movement he felt while in your womb and may calm him, and you, down.

Some of these things will work all of the time and all of these things will work some of the time, but just keep in mind that this will all pass. Enjoy these precious days with your little one because soon you will have to potty train them and you will think back to the good old days...when all you had to worry about was a little colic!

About The Author

This article may be reprinted as long as a link to http://www.TheMommySite.com is included with it.

Monica Faircloth is a full time mommmy and the owner of http://www.TheMommySite.com a resource for all mommies.

Smartphones - Beyond Voice to Information and Entertainment

Investments in shares of wireless technology companies and wireless service providers have been particularly profitable in the post-dot com era. The wireless industry is in a sweet spot of the technology space. Bountiful business opportunities exist as wireless usage continues to increase in both developed and emerging markets. And driving this usage higher are new products such as smartphones whose capabilities are being augmented by the deployment of third generation (3G) wireless networks.

Feature-Rich Smartphones.

Smartphones are more than mobile phones. A smartphone is a mobile phone with built-in functions of a personal digital assistant. Smartphones pack a diverse range of features and functionalities into the handset that makes them a mobile information center and entertainment device for the user.

Smartphones commonly include features such as web browsing, e-mail, and multimedia capabilities. Certain models have enough horse power to run complex software applications such as enterprise customer relationship software and car navigation programs.

A full-featured QWERTY-type keyboard, MP3 player, and Geo Positioning Systems capability are becoming common among higher-end smartphones. Instant messaging is a cool feature making its way into the mainstream.

Smartphones, A Growing Segment of the Handset Market.

Smartphones represent a small, yet rapidly growing, segment of the handset market. According to Strategy Analytics, smartphone sales at 17.5 million units in 2004 accounted for 3% of the worldwide sales of 684 million handsets. However, this represents a significant jump from the 8.2 million units sold in 2003.

The demand for smartphones is projected to grow rapidly in the coming years. By 2009, the number of smartphone units sold is estimated to reach 125 million or 16% of total handset sales worldwide. This implies a 48% compound annual growth rate in smartphone unit shipments over the 2004-2009 period.

Smartphone Early Adoption Led by Asia and Europe.

Adoption of smartphones has been particularly rapid in Asia and Europe. The aggressive deployment of advanced wireless networks in these regions has encouraged early adoption of smartphones.

The Asia Pacific region currently accounts for about 37% of global smartphone sales with South Korea and Japan being leaders in smartphone usage. The European market accounts for 27% of global smartphone sales. Analysts expect smartphone sales in Europe to exceed sales in the Asian market in the coming years. North America's market share in smartphone sales was expected to reach 25% by the end of 2004.

Nokia, the 800 lb. Gorilla of Smartphones.

Nokia (NYSE: NOK) is by far the dominant global smartphone manufacturer. The Finnish company is currently estimated to command half to two-thirds share of the global smartphone market.

Nokia recently introduced its feature-rich Nokia 7710 smartphone in Europe and Africa. The wide-screen Nokia 7710 smartphone includes a full Internet browser, an integrated music player, a camera with 2x digital zoom, and a FM radio. One of the nifty features of the Nokia 7710 smartphone is its ability to make weblogging mobile. Users can post pictures and text from the Nokia 7710 smartphone directly to the web through the 'moblog' client.

Nokia is also expected to introduce the Nokia 3230 smartphone in the first quarter of 2005. The Nokia 3230 smartphone features a video recorder and 'Movie Director' that will allow 1 hour of video to be captured.

Nokia is now increasingly looking at software licensing deals to help differentiate itself from its competitors. Nokia has recently signed licensing deals with Macromedia and RealNetworks. Nokia is also said to be working on handsets that will receive wireless television feeds.

Smartphone Investment Implications.

The increasing adoption of smartphones augurs well not only for Nokia but also for other smartphone manufacturers like palmOne (Nasdaq: PLMO) and Research In Motion (Nasdaq: RIMM). palmOne recently introduced the GSM edition of its Treo 650 smartphone. Research in Motion recently released the latest model in its BlackBerry 7100 series, the 7100g.

The incorporation of additional features and functionalities that make smartphones the portable information center and entertainment device of choice has bullish implications beyond just manufacturers of smartphones.

Wireless service providers like Vodafone (NYSE: VOD) should see their average revenue per user being buffeted with increasing use of value-added services that smartphones enable.

Then too, the increasing adoption and usage of smartphones will require the rollout of 3G wireless networks in earnest, translating into business opportunities for wireless network equipment providers such as Ericsson (Nasdaq: ERICY).

Notes: This report is for information purposes only. Nothing herein should be construed as an offer to buy or sell securities or to give individual investment advice. This report does not have regard to the specific investment objectives, financial situation, and particular needs of any specific person who may receive this report. The information contained in this report is obtained from various sources believed to be accurate and is provided without warranties of any kind. AlphaProfit Investments, LLC does not represent that this information, including any third party information, is accurate or complete and it should not be relied upon as such. AlphaProfit Investments, LLC is not responsible for any errors or omissions herein. Opinions expressed herein reflect the opinion of AlphaProfit Investments, LLC and are subject to change without notice. AlphaProfit Investments, LLC disclaims any liability for any direct or incidental loss incurred by applying any of the information in this report. The third-party trademarks or service marks appearing within this report are the property of their respective owners. All other trademarks appearing herein are the property of AlphaProfit Investments, LLC. Copyright ? 2005 AlphaProfit Investments, LLC. All rights reserved.

Sam Subramanian, PhD, MBA is Managing Principal of AlphaProfit Investments, LLC. He edits the AlphaProfit Sector Investors' Newsletter?, a publication that discusses investments using Fidelity mutual funds. For the 5 year period ending December 31, 2004, during which the Dow Jones Wilshire 5000 Total Market Index declined 6.9%, the AlphaProfit model portfolios increased by up to 186.2%, an average annual return of 23.4%. To learn more about AlphaProfit and to subscribe to the FREE newsletter, visit http://www.alphaprofit.com .

Loans For Unemployed - Employing Home For A Solution To Unemployment

If the statistics for the quarter ended April 2005 are to be believed, about 1,96,000 people were added to the list of people unemployed that brought the total to 28.58 million. Doesn't that make up a sizable figure? It certainly does. Unemployment among the residents of the UK is increasing, though at a lesser rate.

Unemployment according to The Columbia Encyclopedia is a "condition of one who is able to work but unable to find work". Unemployment is often accompanied by a scarcity of funds. The situation becomes grimmer if the job lost is the primary source of income. As unemployment continues, the individual gradually contracts many more malaises like poverty, indebtedness, and mental and physical disorders that characterise the lives of such people. Loans for unemployed however, offer a way out of this murky situation by providing access to a fairly large amount of money.

A proper appraisal of the employment scenario must precede the loans for unemployed. The time within which the individual expects to retrieve employment will decide the manner in which the assistance through loans for unemployed is to be received.

The amount under loans for unemployed is received in two ways. In the first method, a borrower receives a lump sum amount. This is known as a home equity loan. Home equity loan is generally secured against the home of the borrower. Borrowers who need to use the money for repaying debts or for acquiring home or property generally draw the entire sum at once.

The second method is for people who are principally dependant on the loans for unemployed. The unemployment benefit received is generally inadequate to meet a particular standard of life. Through this method, the borrowers can either get a fixed monthly income for a particular period or draw amount as and when necessary. This is known as a home equity line of credit or HELOC for short. HELOC is a form of revolving credit under which the borrowers are approved for a specific amount of credit that depends on the credit limit. Borrowers are not compensated for the entire equity in the home. A certain percentage of the amount is required to be offered by the borrowers as deposit. In the computation of the home equity, any other debts or mortgages against home are deducted from the value so derived.

Unemployment along with an absence of adequate assets to back debts can narrow the chances of getting a low interest loan for unemployed. They will have to choose from unsecured loans that are charged at a slightly higher rate of interest. The unsecured loans for unemployed, on the other hand are equally favourable to tend over the quandaries of unemployment, provided proper lending organisations are contacted to process the loan application.

Loans for unemployed though, are not easily available. Unemployment is often considered a bad credit case. It is reasoned out that the unemployed person does not have a stable income source and is dependant on the unemployment benefit or dole offered by the government. Though the amount is sufficient to meet the necessities, it will be inadequate if used for making the repayments to loans. Too little is left after the borrower uses the unemployment allowance to meet the cost of repayment.

However, not all lenders try to escape dealings with unemployed. In fact, there are many lenders who are open to deal with the unemployed. However, this does not lessen their concern for the money lent. Neither are they being generous. The risk involved is compensated by charging a higher rate of interest. A survey of the rates being charged by the reputed lenders will form the basis of the search. Proper information regarding the various intricacies of the loans for unemployed will offer a safeguard against difficulties in the future.

Andrew baker has done his masters in finance from CPIT.He is engaged in providing free,professional,and independent advice to the residents of the UK.He works for the Secured loan web site loans fiesta for any type of loans in uk,secured loans please visit http://www.loansfiesta.co.uk

What Is Your Real Worth?

Consider this. If it is possible to quote you as a person on the Stock Exchange, what would be your real worth?

Have you ever, in your wildest imagination thought that one day, it might just be possible to quote professional men and women, on the Stock Exchange? Never, you say. You in fact think it is just a figment of my imagination.

I agree with you. Getting personally quoted on the Stock Exchange might just be imagination today. But it can be real tomorrow.

Many things we see, live and work with today, were imagination years ago before they became reality. Name them. Space exploration, the internet, the digital camera, and many high tech gadgets. Today, technology has compressed the world into the cell phone in your hands. Those who put their imagination to work years ago are reaping plentiful harvest today irrespective of currency fluctuations and global upheavals of market forces.

So why not take a step of faith today, move ahead of your peers, trust in God who created you with the power of imagination, lean not unto your own understanding and just begin to meditate on this question: "If it is possible for me to be quoted on the Stock Exchange, what would be the real value of my stock?" How will friends, colleagues, the financial press and investors assess me? What is in me that will attract them to invest? Years ago, the Institute of Chartered Accountants of Nigeria (ICAN) was the only professional body enjoying the chartered status in Nigeria. Today, many professional bodies are seeking that status for their institutes and members.

A chartered status confers maturity, excellence, discipline, integrity, authority, added value and prestige on members. What stops them from seeking public quotation tomorrow and asking members to do same as a way of promoting professionalism and checking quackery? As a professional, what will distinguish you from professional fakes and pirates will go beyond your experience, professional and academic qualifications. It will be the real you that will determine the price of your stock in the Stock Exchange, that is, if you meet the requirements for quotation.

And doing so means submitting yourself and professional calling to the discipline and authority of a regulatory body that will seek personal quotation of professionals in the Stock Exchange.

Think about this. It will lead you to a sober reflection and thorough stock taking about yourself, your products and services, your business and relationships. Forget the amount of money you make and position in your career or corporate ladder. The question again. What is your real worth? No acting, no compromises.

If it is possible to privatize you through an Initial Public Offer of shares, would investors be interested to pick up your stock, believing they will reap dividends of professionalism.

What would be your real worth per share if you are quoted? Are you sure your personal stock will sell up to $1 per share?

Do not beat your chest and quickly claim that your stock will sell more than that because investors will subject you to same considerations and criteria they do for all their investments in the stock market. Are you sure any investor will buy into you because in investment considerations, there are no emotions. Investors are real in their approach. They have real money which they want to put in real persons, real business. And they want real returns, no acting, no stories.

Dear professional, you may be handsome or pretty, very intelligent, very qualified, and well connected.

So what makes you attractive to investors that will enable them to determine your worth, per share?

If I ask you your worth you will probably monetize your personal assets, wealth, qualifications, experience and goodwill and tell me your worth. But you will hide your liabilities in ethics, character and content. But if I still ask you, "what is your real worth?", you may hesitate or throw the question back at me: "What do you mean by your real worth?" I will tell you.

Your real worth incorporates what marketing experts call demographics and psychographics. They include age, income, wealth, assets, qualifications, socio economic class, personality, values and others. You know them. But what distinguishes your real worth in my understanding are your ways, integrity, talent, skills, beliefs, ethics, righteousness, character and your relationship with almighty God.

The last three factors are so vital yet so neglected even by stockbrokers and investment analysts. The new challenge is, how can brokers measure these factors? Their eyes and concentration are rigidly fixed on the bottom line, profits, assets and liabilities. All on figures, and Facts behind the figures, and never on the People behind the figures. That is why there is so much crookedness in many business sectors today.

But as business risks increase and global economic turmoil intensifies, soon, and very soon, attention will shift from figures, and the facts behind them, to people. This will herald the listing of professionals on Stock Exchanges worldwide, because the real issues are not figures, but the people behind the figures. So, what is your real worth?

Today, we have the Commodity Stock Exchange. One day, the Human Stock Exchange will come.

Are you prepared? Price, summarizes the value of anything. It measures the worth of any product or service. It can fluctuate, up and down, driven by quality, quantity, availability, and the market forces of demand and supply.

How can I have a price? you ask, I am a human being, good reasoning. But that was valid years ago, not now. Today, everybody has a price. You have heard it before. But you have never really considered the wisdom of that statement, because you believed it more as a clich? than something real.

You have a price. Not the amount of money with which people can bribe you or buy your conscience. Your price is your real worth which requires plenty of wisdom and common sense to discern. You have often heard men say, "that girl is cheap". Why do they say that? They are not talking of monetary value. What they mean could be, "that girl" may be easy to manipulate, take advantage of, used, tossed about, easily dazzled with material things and easily deceived with lies. Why then do men say she is cheap?

The girl in question may well be a chartered professional with a string of degrees and professional qualifications, memberships, experience, good pay, drives two cars and lives comfortably in a duplex. Yet she is branded cheap by a man who does not even earn up to a quarter of her income.

So what is the "cheapness"? It has to do with her dignity, self-respect, chastity, values, ways, and strength of character. She must have compromised some or all of these in her relationship with the man.

What could have caused this? Maybe it is because of the forces of demand and supply of husbands in the marriage market.

These forces are vicious, bothering a lot of aging spinsters, forcing them to compromise their values and standards in their desperation to get husbands. There are many aging spinsters in the marriage market today. So many of them And many of them are professionals, well connected, parading intimidating credentials, good income, yet one thing still eludes them, that is to get a husband.

The plight of these professional spinsters is not helped by the paradox in the marriage market.

While the spinsters are increasing in number and are aging, the number of marriageable men is decreasing. At 35, the spinster is really desperate to get married. She falls into the hands of "hit and run" men, full of lies and looking for desperate ladies to panel beat.

To hook her man, our dear spinster lowers her standards, maybe compromises her chastity, and behaves in ways the man considers cheap. She picks all the bills, and even pampers the man, all to get a husband. Yet she is ditched and branded cheap. How painful. If "spinster desperate" was to be quoted on the Stock Exchange, and the run away lover was an investment analyst, how would he value her stock? Would he advise investors to stake their money in this spinster? Spinsters, I ask you, what is your real worth?

The case of this class of spinsters is pathetic. Men touch them and go. They fast and pray, no husbands. Yet some men, who are not even qualified to be next in rank to them in corporate offices, have the temerity to say, "That girl is cheap". The men take off to marry less "qualified" girls. What does this example tell you? Your real worth goes beyond your qualifications and material resources.

Dear professionals, do a personal audit of your life and your work. Are you real?

What is your relationship with God? If you establish a personal relationship with your creator, and you are real, no matter the odds, then your real worth will appreciate.

But if you begin to act and do it your own way without God, just because you want to get that thing you desire so much, your worth will depreciate.

Eric Okeke, corporate storyteller, motivational speaker, business writer and copy writer. He is one of Nigeria's most experienced financial journalist. I recommend that you read this valuable book, "How To Tell A Great Story" that is dedicated to teaching people just like you about the famed R.P.I Principle. Go now to http://www.howtotellagreatstory.com

Trout Species ? Rainbow Trout and Brown Trout

Rainbow Trout: Few freshwater fish can match the fighting spirit and beauty of a Rainbow Trout.

The Rainbow Trout is a well-traveled species of fish. Originally, the Rainbow Trout was found in the coastal rivers in the United States on the west coast but today, Rainbow Trout are found throughout the United States, as well as in the cold-water streams of South America, Europe, New Zealand and even Australia.

The reason for the wide range of Rainbow Trout in the U.S. is that Rainbow Trout are relatively easy to transplant. Virtually all areas that Rainbow Trout now inhabit are due to environmental transplants ? both intentionally or unintentionally.

Regardless, Rainbow Trout are the most popular types of trout found in the world today, and are also the most sought after trout by fly fishermen.

The Rainbow Trout is equally famous for it's acrobatic aerial displays and very long runs to avoid being caught.

Rainbow Trout are also well-known for being highly selective in what they eat. While at other times, they seemingly gorge themselves on just about everything in sight.

Rainbow Trout are easily distinguished by the red stripe that travels the length of the fish, from the gill plates to the tail. Rainbow Trout also have hundreds of black spots that cover the dorsal of the body (the dorsal part of the body of a trout refers to the "back side" of the fish).

Brown Trout : Brown Trout are the "smartest" of the trout family, frequently frustrating beginners and professionals alike.

The Brown Trout, which is similar to the Rainbow Trout, is also found extensively throughout the world. The Brown Trout was originally a European and Asian fish, but has made its way to North America, New Zealand and South America. In the United States, Brown Trout are found extensively in the Rocky Mountains and also in Midwestern and Eastern U.S. trout streams.

The Brown Trout is famous for its intelligence and cunning ability to avoid being caught. Simple fly fishing tactics that work for other types of trout often times fail miserably when fly fishing for Brown Trout and often lead anglers to frustration ? especially beginning anglers. Yet this same intelligence makes catching Brown Trout all the more challenging and rewarding, especially since Brown Trout are generally a little bit larger than their Rainbow Trout cousins. This is due primarily to their ability to live in warmer water (which usually has higher nutrients than colder water).

Brown Trout are sometimes hatchery raised, although not nearly on the same scale as the Rainbow Trout. The difficulties in raising Brown Trout in hatcheries, combined with the desire of anglers to fly fish for the easier to catch Rainbow Trout, have limited the numbers of Brown Trout raised in hatcheries.

Brown Trout are notorious for ruining many fly fishing trips for anglers. The high degree of intelligence displayed by Brown Trout makes them very difficult to even hook. Once hooked, the real intelligence of the Brown Trout really becomes evident. Instead of putting on acrobatic displays like the Rainbow Trout, Brown Trout almost always head for every obstacle in the river ? in hopes of entangling and snapping the line. Failing that, it will make monstrous runs, and even take to the air like the Rainbow Trout as a last resort. In short, a Brown Trout will truly exhaust itself trying to break free from your fishing line, using every trick they know to escape. All to often, the trout ends up getting away since light tippets and tackle are often usually used when fly fishing for Brown Trout - leading to many 'the big one that got away' stories at dinnertime.

The Brown Trout is recognized by its butter colored sides and has black and red spots following the lateral line of its body. To many people, the Brown Trout is rather ugly, especially when stacked up against a more colorful rainbow or Brook Trout. However, the minute you hook a 20-inch Brown Trout ? you'll think it 's the most beautiful fish in the world.

If you're an avid Rainbow Trout angler, be warned that the Brown Trout could very well be the primary trout species of the future, so it's best to brush up on your tactics for this wily fish. Brown Trout are remarkably resilient and have a strong instinct to survive. Their ability to live in warmer waters than other trout, along with their resistance to Whirling Disease, allows Brown Trout to thrive in areas where Rainbow Trout often struggle to survive. In the years to come, especially if drought conditions continue in the Rocky Mountains and the climate continues to warm, it is quite possible that Brown Trout will become the primary trout species in most of the United States.

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The Hazards Of Your First Credit Card

You probably don't need me to tell you credit cards are easy to get a hold of; at least, that is so in the US and UK. How many weeks pass without a glossy brochure promoting a credit card popping through your letter box? And that's just your mail; the tv advertising budgets for credit card promotion are enormous, with some famous faces often adorning your screen, smiling beautifully as they tempt you. How does anyone resist that promotional onslaught, coupled with the peer pressure, and the "have now, pay later" culture in which we live? Well, the fact is, few people do resist. If you are credit worthy and have no credit card, you are something of a rarity.

Credit cards are almost as easy to get as your fruit and vegetables from the local supermarket. The thing is, you can have a bad credit history, and still get deluged with offers of easy credit. Even if you have just filed for bankruptcy, you may still get more offers of credit cards than you know what to do with!

Because of the ease of availability, credit card debt is all too easy to get into. Not just once, but over and over again. Partly it's psychological, as we may not feel like we are spending real money. That is, until the chicken comes home to roost, and the bill comes. By then, of course, it's too late; you have a debt for which you are legally responsible. The credit card companies have slick marketing departments who know we are weak, and that we may easily fall prey to temptation.

It is often recommended, when trying to establish a good credit report, that it is a good idea to get a credit card, and then use it to spend wisely. Experts will advise us to pay our bills on time, and never to exceed the credit limit. However, when you get you first credit card, nobody really goes to any real trouble to warn you, bluntly, of the pitfalls:

1. It is easy to be lured into spending up to the credit card's limit; before you know it, that one moment of weakness a month has taken you up to the limit.

2. You may have a low interest rate to begin with, but that was an introductory offer; a lure; a bribe; to get your business and your money and tempt you more and more. Soon, the permanent interest rate will kick in. How does 20% pa sound? It could be that much. Were you warned how quickly that builds up? How the monthly interest alone may make it difficult for you to pay your monthly repayment every time, on time?

3. Close on your credit limit and with high interest charges, you miss a payment and go over the credit limit. Unknown to you, you are now getting black marks on your credit report

Unfortunately, when times are difficult, over use of credit cards is far too easy. If you are short of cash for any reason, it is easy to reach for the credit card. But if you find yourself tempted to use it for day to day expenses, then you are on the route to credit card debt problems that will mar your credit report for a long time to come. That can affect mortgage applications, car loan applications, and even your desire to move to a new apartment.

Always bear in mind that credit card debt has long term risks. If you have got this far without a credit card, think long and hard if you really need to apply for one. It is true that if you use credit cards wisely, you can build a credit history that brings rewards instead instead of risks. But the temptation is always there. Always remember that you are paying the bank for the privilege of having a credit card, and you are paying a high rate. If you think you may succumb to temptations too often, then be different: save as much as you can each month, and then if you hit upon hard times, you have the option of reaching for the savings account instead of the credit card fix. For non-cash convenience, you can use a debit card rather than credit card.

Roy Thomsitt is owner and part author of http://www.eliminate-credit-card-debt-now.com

Branding Fiasco -- Better Be Who You Say You Are!

Our experience as customers offers great instruction into the concept of branding. Come with me on a recent "experience" and you'll see what I mean. Here's the situation:

I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of which I want. Just TRY to get a representative. I am instructed to dial another number. I am given three options. Hit 0 for operator and the disembodied voice says I have called after hours. The hours are 7am - 10-pm Monday- Fri. Eastern Standard Time.

Fine. It is now 4am Monday in California. They should be open. By 4:30am in CA I have called repeatedly and punched in all the prompts until I am ready to punch someone. I am still told by a disembodied voice that the offices are closed. I try another number. This time, I reach a computer voice.

Computer: "I'll try and help you. Tell me in your own words what you want."

Me: "Toll free service."

Computer: "I'm sorry. I did not understand. Let me tell you what services we offer?"

Me: "I want a person"

Computer: "Tell me, in your own words, what you want."

Me: "Toll free service!"

Computer: "I am sorry. I do not understand what you want."

Me: (screaming) "I want a person."

Computer: "I am sorry. I?"

SLAM!!!!

I call 00 in frustration. "Operator!!"

Operator: "How can I help?"

Me: "I have been trying without luck to get someone in customer service. I have been caught in a voice mail hell with an atavistic voice. How do I talk to a person?"

Operator: "I am sorry you are having problems. You can talk to a supervisor."

Supervisor: "Can I help you?"

Me: (heatedly) "I want to ask about a toll free number. I have dialed three numbers and cannot get in. It says the offices open at 7am and now it's almost 8am EST!"

Supervisor: "Oh, sometimes they forget to turn off that message so the phones can ring through. We have to call and tell them."

Me: (incredulously) "You mean the PHONE company has employees who do NOT know their first order of business is to turn on phones to answer customers!"

Supervisor: (calmly) "I am sorry. Let me give you a different number than the one you have been calling. You need to call the office for AT&T 1-800 Easy Reach.

"Easy Reach?!??!?" Who are they trying to kid! I call this "Impossible to Reach".

Branding Lesson #1: Your name sets up an expectation. Live up to it or suffer.

There is a promise established in what we advertise and name things. Southwest Airlines had thought to create a baggage claim delivery time slogan. Then they realized that due to the configuration in a few of their terminals, to quote such a time was almost impossible. They dropped the campaign even though it would have been true in MOST of their sites.

Branding Lesson #2: Your business sets up an expectation. If you don't deliver for yourself - how can you deliver for the customer?

A phone company that doesn't answer the phones is a scary thought. We'd expect it of any other business, but the phone company!! If you own a paint store and your store is in sorry need of paint, what does that say? If the waiters in a restaurant cannot tell you about food on the menu because they never get to eat it, what does that say? Look at your business with critical eyes. Would you do business with you?

Branding Lesson #3: The past never counts. The present creates the brand.

It is the actual in-the-moment experience that creates a brand in a customer's eyes. Brand is a living entity that is re-earned, renewed, or revoked with every interaction. Advertising only creates awareness. I am convinced the very best, most unique, most competitive maker of a "brand" is the well-trained, empowered employee who can disregard systems and procedures in order to continue a human interaction. As more organizations substitute technology for people, the company that answers its own phone and get humans connected in short order will win the day.

About The Author

Eileen McDargh is founder of McDargh Communications, a consulting and training company specializing in inner and interpersonal skill development for the purpose of improving the life of a business and the business of life. Visit Eileen at http://www.EileenMcDargh.com or www.theresilientspirit.com.

? 2003, McDargh Communications. All rights reserved.

Reprints are appreciated and must include byline, contact information and copyright.

McDargh@aol.com

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."

If you're spending $10,000 a month on advertising $5,000 is going straight down the tubes. That wastes $60,000 of your hard earned cash every year. Money you could spend on better, more focused marketing.

Imagine if you could work out which half works and spend only on that half. The good news is you can. All will become clear in a little while.

In the meantime let me explain how advertising works.

Broadly there are two types of advertising. One is Branding and Positioning (BAP) and the other is Direct Response (DR) advertising.

Branding and Position concentrates on getting the company's name, or service or product continually at the forefront of its customer's minds. As you can imagine this needs continual advertising activity and can cost megabucks. Companies doing this type of advertising include Coca-Cola, British Airways, Nike and MacDonald's.

These are all major companies and everyone already knows their name and what they stand for.

Why do they do it?

The simple answer is that they're in a highly competitive market. They want to retain their large market share by ensuring that the most recent ad a prospect remembers is for their service or product. So when they're thirsty it's a Coke. If they're hungry it's a Big Mac if they want to fly they choose the World's favourite airline.

Picture the mountains of money that go towards that aim. But picture too the accountants horror ? they don't know which campaign makes a profit.

Profit is the one thing that tells you if your campaign is working. If you know your ad makes more revenue than it costs to create, run and service you'd keep running it wouldn't you?

Unfortunately Branding and Positioning (BAP) advertising can't be evaluated. You just don't know whether it's worth doing or not. How do you know which advert finally persuaded your prospect to do business with you.

Interestingly Bill Bernbach one of the founders of modern advertising said that, "Advertising doesn't create a product advantage. It can only convey it."

So why bother doing BAP advertising?

Probably because advertising agencies are happy to use BAP advertising for almost any company. Any slowdown in sales can't be attributed to their adverts. Any increase is claimed to prove the advert is working.

In reality you don't have a clue.

Former Canadian policeman turned fabulously paid copywriter John E. Kennedy coined the phrase, "advertising is salesmanship in print".

Would you tell a salesman to go see a prospect and to strip customer oriented benefits from their presentation? Also would you tell them not to ask for the order? You'd be laughed at and if you insisted you'd probably go out of business and certainly lose your salesmen.

BAP advertising does exactly that to your customer.

In contrast Direct Response (DR) advertising is able to directly relate a specific advert to an increase in sales. Or alternatively highlight a problem ad that needs fixing.

This type of advertising seeks to inform the prospect as to how your product or service improves their life, rights a wrong or smoothes a problem. Additionally, DR advertising almost always asks for a response. Either to call in to buy immediately (unusual), to get a free sample, free report, free voucher, free experience or other intermediary step before buying the target product.

Imagine the calls, letters and emails you can get from advertising that encourage your prospects to take action to contact your company immediately. You get to see whether the campaign is working. That means you can step in and tweak it if it's not.

But it also allows you to test different aspects of your advert to try and increase response further. So for instance you could run two adverts with the headline changed on one, or a different offer on one or a free-phone number against a geographic number.

You can see how every single word and picture in your advert performs. Doesn't that just feel better? You've control over your spend and the customers who are bought for your advertising dollar.

There are many people who would agree that DR advertising is the right way to advertise. But they still don't do it.

Why?

Usually the reason is simply one of ego. Direct Response adverts don't tend to be pretty or to win the Cannes Advertising Lions awards. If you're the head of the company or you're the director of sales imagine how tempting it is top run ads that might win awards?

You already have sales coming in. Running a BAP advert will still get sales coming in. And you might win that Lion at the Cannes awards for best advertising.

You're fooling yourself if you think it's for any other reason. Because almost without exception Direct Response adverts will pull more sales than BAP adverts.

Yet many advertisers don't realise it. They're convinced that an advert has to look "professional" to sell. WRONG!

Do you want more sales?

If you do, and I'm sure you do use the following steps:

Step 1: Learn how your products relate to your users. Which emotions, feelings and beliefs does it generate or speak to?

Step 2: Assess the best way to convey that to your ultimate user.

Step 3: Do the newspapers/magazines/radio/tv channels you've chosen to advertise in get read by your preferred prospects?

Step 4: Check and test each ad with a single entry in your chosen media. (Do not run ad series until you've tested the pulling power)

Step 5: Buy the smallest display ad possible. Then each time it makes money buy the next size up until it starts to lose money. Then go back to the last one that made money - the optimum size.

Step 6: Continually run split tests to find the best pulling direct response for your product

Step 7: Use some of your advertising saved to buy other means of marketing

Jim Symcox, also known as the Marketing Magician has worked as a consultant since the mid 1980's. He is a marketing coach, copywriter and the author of "How to Leap Ahead Of Your Competitors".

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