Wednesday, December 26, 2012

How to Write Juicy Short-Story Introductions

The introduction for a short story should always be juicy...

It should give the reader enough incentive to go on. Oftentimes, the reader asks herself "What is in it for me?"

It is your job, as the writer, to answer that question. Whether or not she will proceed with reading your story depends on how well you answer that question.

How to Write Juicy Short-Story Introductions

The awful truth is that no matter how fabulous your story is, if your introduction is lame, your readers won't go further than the first few paragraphs. So it is definitely something you should not overlook.

A juicy introduction is one that...

captivates the mind of the reader. promises a lot of good things. witty, yes, but not too complex.

Check out the following introductory paragraph of a story:


Once upon a time, there lived a little boy whose name was Bill. He lived in a town called Happy Town. The town was full of happy people. His family was also a happy one. Their home was warm, cosy and happy. The school he went to was called Happy Days Primary School.

After reading this paragraph, how much enthusiasm do you have to go on reading? The very first sentence almost bored me to tears. "Once upon a time" used to be a very cool phrase in the past, but let's get real-it has become a mere cliche nowadays, and hardly anyone uses it anymore, unless, of course, you are into writing stories for very young children...

The phrase "Once upon a time" also suggests that what follows is extremely fictitious and quite off from reality. Modern short story writing has become more and more about realism and about the oft unresolved problems that face humanity. So if you write about issues that affect people-day to day issues that they wrestle with, I reckon that they will be more inclined to read...

True, fairy tales have their own allure, but life is anything but a fairy tale nowadays and unless someone is in the mood, they will just yawn and close the book. But if you promise something that is a bit more realistic, someone may read a few more paragraphs, or sentences.

A juicy introduction screams "read more!!!" and it is so subtly alluring that the reader will find herself reading more without even realizing it. If someone has to labour on to read your story, it is not good. They have all the reason to toss it aside and pick up their TV remotes. In today's hectic world, people are usually busy or tired, so why make it harder for them by using unnecessarily big words or complex language? Furthermore, with time becoming ever so precious, you must convince your readers that your story is worth reading and won't be a waste of their time. And you must do that in your first few sentences.

By all means, lay off the cliches and trite phrases. They will not win the reader's interest. Try witty expressions that leave readers hungering for more. Cleverly constructed sentences and phrases are hypnotising and people easily fall in love with them. How easy is it to hypnotise the reader with "Once upon a time?" unless you use real magic, maybe...

So let us juice things up a bit on our paragraph. Let's kick out the proverbial "Once upon a time."(Sorry if you have fallen in love with it, but it has to go...):


Bill Happy was a happy kid-a very happy kid indeed....

The question that is ringing in your head is probably: "What the heck was he so happy about?" So your automatic reaction will be to read the next sentence and find out. You get the secret now, don't you? Leave the reader hungering and thirsting for more; don't give out everything at once. Consider the introduction as the desert-whets people's appetite for the main meal, which in this case is the body of the story.

Now the paragraph get's even more interesting:


He had everything a kid his age would want-a wonderful, loving family; good friends; and he went to a happy little school called Happy Days Primary School. He lived in a happy town full of happy people. The neighbourhood he lived in was happy and peaceful. But above all, his home was happy and cosy.

At this point the reader is exclaiming: "Come on, there is no place on earth were people are so happy!" Ah, she is probably right, but hey, you aroused her interest. She really wants to know why these guys are so happy and so she reads on. And, wait for it...

Bingo! Your story is read!

Remember your most powerful weapon-the first sentence. Notice the following introductory sentences in LJ Kundananji's stories:


"She was everything that I dreamt of-everything." -Lost Dream

"Esnart and I had decided to rendezvous at the end of the corridor-the high way." -She stood waiting

"When he left, he left without saying goodbye-or at least not in the manner he should have."-Forgotten.

"There were five girls crowded in the little room."- Girl Power

"Lewis hurled a stone into the Gomer Lakes."- Can't Live Without you

To read these and more of LJ Kundananji's stories, visit http://www.writing-lovers.com

All the above introductory sentences have one thing in common: they arouse curiosity. Who was she that was everything he dreamt of? For what purpose had they agreed to rendezvous? Why is this guy regretting not having said goodbye? Why are these five girls crowded in the little room? For what reason is Lewis hurling a stone into the Gomer lakes?

The only way that the reader can find out is to read more. By all means arouse curiosity, and more curiosity...

Do you see how powerful an introduction is? Do you? Good...then you are on your way to writing juicy introductions. If you do that, more people will read your stories, no matter how boring they are!!!

How to Write Juicy Short-Story Introductions

Michael Sinkolongo

I assist writers to write with feeling and infuse their work with passion and flair.

http://www.writing-lovers.com

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Sunday, December 23, 2012

How to Fix Rundll32.exe?

What Is Rundll32.exe?

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Rundll32.exe is an important process of your windows operating system. The process rundll32.exe executes dll files and puts their libraries into your system's memory. Without this process your computer would become instable and very slow.

The process runs from your system directory C:\windows\system32. If it executes or runs from a different location it is most likely a virus or trojan horse. You should scan your computer immediately with a virus scanner. Viruses using the name rundll32.exe are W32.Miroot.Worm. Backdoor.Lastdoor, and Trojan.StartPage (among others).

How to Fix Rundll32.exe?

Fix Rundll32.exe

If a virus, such as the Netsky, destroys your rundll32.exe or, if for some other reason, your rundll32.exe is corrupt or gets accidentally removed, you need to take the following action:

Locate a Copy of Rundll32.exe on Your System

Check if you find a copy of rundll32.exe in the folder C:\windows\system32\dllcache or in C:\windows\ServicePackFiles\i386. If this is the case, go ahead and copy rundll32.exe to the system folder C:\windows\system32

If you don't find a copy on your system, you can try to find the file on your windows installation disks. Lastly, you could simply re-install windows. However, this would be very time-consuming and you might lose all your data. So this would be the last resort.

First of All Run a System Repair Tool to Fix Rundll32.exe

There are various tools available on the Internet that scan, analyze, and fix your computer. Besides fixing your rundll32.exe, these tools will remove any registry errors, remove invalid shortcuts and duplicate files, repair DLL files, and remove startup and runtime errors.

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Friday, December 21, 2012

How to Write a Book Using a Simple Template

There are many strategies to writing a book. You can sit down at your desk and just begin writing. This works well for very few people because at some point in the writing process - you could be halfway through the book before this happens - you are going to hit a roadblock and not know how to continue. Worse, you can lose track of your focus quite easily and go off on tangents that have absolutely no relevance with the rest of the chapter you are working on.

Another frequent writing approach is to jot down a few ideas, maybe even a list of chapters and their subject matter and to start writing. This can actually be worse than writing without any structure because you end up with very large chapters of more than 50 pages and then extremely small chapters of only a couple pages. That does not make sense and it does not result in a book that reads or flows well.

A better way to write your book, albeit still not the easiest way, is to draft an outline. I know, an outline feels too structured for many writers. Please bear with me. Writing an outline, a detailed outline, will not only help you organize your thoughts in a clear and concise manner, it will create a better book. Your book, when organized in an outline will be balanced. You would not have 50 page chapters and 5 page chapters, you will have equal chapters, they will all have a point, and you would not be as likely to go off on tangents.

How to Write a Book Using a Simple Template

Additionally, when you use an outline, your book will be written faster because you can approach it in a systematic way.

Now we are going to talk about the easiest approach to writing a book using a template or blueprint. The secret to this is that you are going to create much of the blueprint yourself. Why? Because only you know exactly what needs to be contained in your book. Here is the template part ready?

Remember the outline that we discussed? Go ahead and write that outline but make sure you have 1 chapter for every 10 pages of content. This means if you have a section you think will take 20 pages; find a way to break it into two parts. Now create 20 chapters if you want a 200 page book, 30 chapter titles if you want a 300 page book and so on. There is more...

Under each chapter title, you will want to create 10 points you want to express in your chapter. Each point will cover approximately one page, maybe a little more and maybe a little less but you will end up with 10 pages for each chapter.

Why does this work? It gives you a clear structure to write, so when you are not feeling up to it you really do not have any excuse to not get at least one page done. It also makes it really easy to write your book. Simply turn each point into a question, sit down and answer it. You will have your page written in less than five minutes... really! This means that if it takes you 5 minutes to write a page, you could write a chapter each day, right? That would mean you could have your 20 chapter book, your 200 page book, written in 20 days. Now that is fast and that is why using a template works so well.

How to Write a Book Using a Simple Template

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Read More On: How To Write A Book

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Tuesday, December 18, 2012

An Exclusivity Strategy Can Be Crucial to Successful Brand Marketing

Many of the inventors and entrepreneurs we deal with in our consumer product marketing business approach us with dreams of selling product to the masses. This can be lucrative and a proper launch strategy in cases where all of the stars in the galaxy line up properly. How often does that happen?

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Mass marketing success is contingent on economies of scale, production advantages and large budgets for penetrating a clamorous commercial environment. Large, established companies, think Procter & Gamble, Unilever, Rubbermaid, have all of the tools needed to launch products into this maelstrom. Most small entities and individuals do not.

Our preferred strategy is often to create a branding strategy based on exclusivity. When a product is sold in a limited distribution basis, available in select stores, and usually at a higher price than similar products, consumers tend to attach a higher perceived value to these items.

An Exclusivity Strategy Can Be Crucial to Successful Brand Marketing

There are numerous examples of exclusivity that can be used as a template when considering the proper strategy to utilize for a new consumer product launch. Retailers that sell high-end limited distribution products are very profitable and enjoy exceedingly high profiles. Bloomingdales, Tourneau, Neiman Marcus, Harvery Nichols, Harrod's, and Ralph Lauren are just a few of the stores that appeal to the "carriage trade". These stores seek goods of high quality, that can be priced at a premium, and that are not available from competitive outlets. This creates a loyal customer for the types of merchandise that can only be found in these doors.

Automobiles, jewelry, ready-to-wear, cosmetics, watches and home décor are only a few product categories where exclusivity is validated as a marketing and branding strategy.

Ferrarri, Mercedes-Benz, Porsche and Jaguar are world famous automobiles franchises. Ferrarri has created a worldwide thirst for these sleek, super fast, super priced sports cars with the "Prancing Horse" on the hood. There are only a handful of authorized Ferrarri dealers in the United States. Production is kept very small and all cars are typically sold two years before they are produced. This insures that value for used vehicles remains very high. Indeed, many old Ferrarri's appreciate in value, something that can be said of very automobile brands.

Rolex, Baume Mercier, Audemars Piguet, Chopard and Patek Phillippe are a smattering of the very expensive watch brands that are considered to be prized for their exclusivity, beauty, artisan craftsmanship and perceived value. They are sold in very few retail stores. The very fact that they are hard to find, expensive to buy and limited production makes each of these watches highly desirable.

Cosmetics houses at the highest end of the market differentiate themselves by limiting distribution to a select few stores in any given trading area. Clarins, La Prarie, Guerlain, Crème de la Mer, and Estee Lauder are very choosy about where their products are placed. This insures that consumers recognize that by their very lack of availability these products are special, and therefore, justify higher retail price points.

We look at hundreds of new products each year. A select few offer that unique blend of novel consumer features and performance benefits that insure success. A strategy we often use to launch such products is built on exclusivity, at least initially. It is very easy to "knock yourself off" and replicate high-end success with less expensive mass-market versions of your product. If you do not secure this space, competitors certainly will.

Alfred Sloan, the business and organizational genius that created General Motors in the 1920's, crafted the multi-price point strategy of offering something for everyone. Cadillac was exclusively for the rich. Buick and Oldsmobile were positioned for the middle class, older customers, seeking unobtrusive styling and soft rides. Pontiac was sportier and Chevrolet was the mass market, entry level brand. Sloan recognized that today's Chevy driver, as they prospered and aged, would move up the GM food chain.

Charles Revson adapted this multi-level channel distribution strategy with Revlon cosmetics. Etherea was his very exclusive carriage trade brand. Ultima II was for fine department stores. For broader distribution in general department stores and boutiques Revson sold his Revlon brand. These Revlon corporate lines were each differentiated by price point, packaging, product claims and performance. He offered something for every range of consumer.

There are a number of advantages to an exclusivity strategy. Typically initial inventory build out is mitigated, freeing up capital for sales promotion. Limited distribution means that the entrepreneur can be more attentive to each individual door carrying their items. Fewer doors can mean that product features and benefits can be demonstrated to individual consumers. This creates word of mouth and referrals. It minimizes the need for expensive media advertising. In-store merchandising is more manageable when distribution is limited. The opportunity to grow organically, the turtle approach; often enables the new company to establish a much more stable foundation from which to expand.

A type of exclusivity strategy can be constructed for products in virtually any category. From liquor, to beer, to hardware, to foodstuff, to lingerie, to pet products, the list goes on endlessly, there are opportunities to successfully commercialize ideas and make them successful using limited distribution techniques. This tried and true methodology is under-utilized, but often the best way to penetrate a very tough marketplace.

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Geoff Ficke has been a serial entrepreneur for almost 50 years. As a small boy, earning his spending money doing odd jobs in the neighborhood, he learned the value of selling himself, offering service and value for money.

After putting himself through the University of Kentucky (B.A. Broadcast Journalism, 1969) and serving in the United States Marine Corp, Mr. Ficke commenced a career in the cosmetic industry. After rising to National Sales Manager for Vidal Sassoon Hair Care at age 28, he then launched a number of ventures, including Rubigo Cosmetics, Parfums Pierre Wulff Paris, Le Bain Couture and Fashion Fragrance.

Geoff Ficke and his consulting firm, Duquesa Marketing, Inc. (http://www.duquesamarketing.com) has assisted businesses large and small, domestic and international, entrepreneurs, inventors and students in new product development, capital formation, licensing, marketing, sales and business plans and successful implementation of his customized strategies. He is a Senior Fellow at the Page Center for Entrepreneurial Studies, Business School, Miami University, Oxford, Ohio.

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Monday, December 17, 2012

How to Write a Development Plan

Lots of people today want to become rounded in fields other than their own daily work. Some want to develop the success traits of the millionaires and then they are others who just want to gain more knowledge on a subject of interest, passion, hobby or focus on expanding on previous educational knowledge.

No matter the reason for developing yourself, it would become much easier if you had a written development plan to follow in order to accomplish the goals you set out to achieve.

This written development plan becomes like a road map to keep you on track. Therefore the heart of this article then is to give you a general guide on how to write a development plan.

How to Write a Development Plan

Get three bank sheets of paper or even better type, out your development plan on your computer following these easy steps:

Step 1: Write out the statement of your intentions. This would be what you intend to accomplish by developing yourself in your chosen area. With this at the head of your development plan you will never lose sight of what you want to accomplish and you will know exactly when you have achieved your goals.

Step 2: Write out what areas you have accomplished so far on your path to developing yourself. This will act like a barrier to keep your focus on what you have not accomplished as yet.

Step 3: Write out the areas you want to cover next; make sure you are not going over those areas that you wrote in step 2 above. Feel free to rewrite things from the second step if you want to refresh your memory on subjects that were done eons ago.

Step 4: Put the dates that you will meet your targets for each area that will be covered in the third step; this will help you focus on your goals.

Step 5: As you meet your goal that you have written in step 3, write next to them completed so you will know if you are applying adequate effort to reaching your targets, by the intended target dates you have laid out for yourself.

I hope this information satisfies your curiosity on how to write a development plan. As you can see it is very simple. Let us review the steps:

o Write a clear and concise statement of intentions.

o Write those areas already accomplished up to this point so you will not waist time going over what you already know.

o Write what subjects/areas of subjects, you want to gain knowledge on or expand your existing knowledge.

o Write the dates for which you will accomplish each area to be covered.

o As you accomplish your goals, make a note next to each area that has been covered.

o Make several copies so you can stick it up in places where you spend lots of time. This will serve as reminders and also motivation.

Now you know how to write a development plan of your own. I wish you the best of luck on your journey on gaining wisdom. Just put in the necessary effort and you will feel fulfilled when you reach your targets. Start now and write your development plan today.

How to Write a Development Plan

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Saturday, December 15, 2012

Article Marketing Strategy For SEO

Learn Important Tips Towards Efficient Article Marketing

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Backlinks are a major resource for successful article marketing; they can also be a little bit confusing. With some time and effort you can easily be on the road to reaping rewards from backlinks. What they basically do is get you found; maximizing the chance that you will make a profit. Links to and from directories, blogs and other sites relevant to you and your niche are one of the best means for getting people to find your content and in the end your product, service, blog or whatever it is that you are doing to make money. See the tips below to get started.

Article Marketing Strategy

Article Marketing Strategy For SEO

Never deny anyone the opportunity to reuse your articles! The core of any article marketing strategy is to use articles to boost traffic to your website. People who want to repost your articles are offering to help you! As long as the articles retain their links leading back to your website, there is absolutely nothing wrong with lending out your articles this way.

When writing articles as part of an article marketing strategy, make sure they are informative. While it can seem like article marketing has more to do with placement and linking than with getting potential customers to read the articles, you must treat every article like a sales pitch or a one-time opportunity to gain a customer's trust.

Focus on real quality when you use an article marketing strategy. Article marketing has gotten a bad rap because so many people have glutted the internet with poor quality articles, jammed with SEO terms yet providing no real value for the reader. Articles containing real information, that truly provides the reader with something worthwhile, can be the best form of marketing for your business. If you do not like writing, pay a good writer to do your articles. With quality articles, this cost is a very worthwhile investment.

Write Articles

Even if you think you don't have any ideas, sit down at your computer and write articles for your website anyway! Once you start writing and the juices start flowing, you may be surprised how much you have to say. The best way to produce lots of great content is simply to produce lots of content. You can edit out the not-so-great stuff later!

Use your articles to develop your fan base. If you write articles with genuinely good and helpful information, people will start trusting you and will come back to see what else you have to share. Readers that do not buy right away will check back for more articles and just might become buyers after all.

When you write articles for article marketing, don't ramble on and on. People who are looking for a product or service online don't want to spend a lot of time trying to figure out what they are looking at. A good marketing article to sell a product or service should be 150 - 500 words. It should get to the point and convey a clear message.

Time is money, it is worth spending a little bit of time each day campaigning yourself across the internet. Backlinking is one of the most lucrative ways to promote yourself and it is entirely free if you do the work yourself. Get started today and do regular maintenance on all of your content and you will be bound for success. Good luck!

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Friday, December 14, 2012

Article Marketing - How to Promote a Locksmith Business Using Article Writing

As a locksmith, you are a service provider. So how do you market your locksmith business so that potential customers residing in your region know about you? Perhaps article marketing can help.

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Tip 1: Write about lock problems.
Tip 2: Write about mistakes made by homeowners when purchasing locks.
Tip 3: Write about the solutions you provide as a professional locksmith.

Tip 1: Write about lock problems.

Article Marketing - How to Promote a Locksmith Business Using Article Writing

There are many different types of locks in the marketplace. Write about the pros and cons of these locks. Some locks are of such low quality that they can be easily picked. Such locks wouldn't be of much use if you are concerned with the security of your home. Number locks can present a new problem if you forgot about the numbers. These are interesting topics to write about.

Tip 2: Write about mistakes made by homeowners when purchasing locks.

Teach homeowners how to choose high quality locks. Share your knowledge about the different types of locks that homeowners can purchase in supermarkets. For instance, some homeowners make the mistake of choosing low quality locks for their room doors. Such locks become rusty easily and homeowners will need to replace them very soon.

Tip 3: Write about the solutions you provide as a professional locksmith.

Write about what can or cannot be done when there is a problem with a lock. You can also write about the different situations when the services of a locksmith is required. For example, changing the main locks of the home is advisable if the homeowner loses a set of keys. Doing so can provide peace of mind, knowing that no one else has the keys to access the home.

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Saturday, December 8, 2012

Best Friend Tattoos - Today's Most Popular Ideas For Friendship Tattoos

Best Friend Tattoos are a great way to celebrate an important friendship that you want to last forever. Your best friend is someone that holds a special place in your life and for that reason the friendship calls for a special tattoo. Here you will find great ideas for the most popular best friend tattoos today.

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If you have a best friend with whom you share a special bond there is no better way to express your feelings and show the world than with a tattoo you share in common.

A very important consideration for a best friend tattoo is to think about what may happen in the future, if for some reason the friendship ends. You do not want to be left with a tattoo that brings back memories that are unwanted. But that won't happen...right. For this reason you may want to go for a design that would stand equally well on its own. Also, a tattoo of the best friends face, birthday, name or initials may not be the best idea.

Best Friend Tattoos - Today's Most Popular Ideas For Friendship Tattoos

Once you and your friend have agreed to get a tattoo together you will need to decide:

1. Do you want a want a matching tattoo?
2. Do you want a symbol that represents something significant with your friendship?
3. Do you want a tattoo that is split in half-where each person wears one half of the whole tattoo? This type of tattoo makes the statement that together you are one and complete each other.

There are lots of places to get ideas for best friend tattoos. Meeting with different tattoo artists can be helpful. They can help you brainstorm and come up with creative designs. Another idea is to join a tattoo forum where you can share ideas and pictures with others just like yourself that have or are looking for this type of tattoo.

There are countless numbers of tattoos that will work for best friends. Here are some popular ideas for you to consider:

Celtic knot tattoo-symbolizing eternity with all the lines weaving together in an intricate endless loop, this is very popular for friends. This is also considered to represent the union of two souls.

Single yellow rose tattoo-the yellow rose is a symbol for friendship.

Yin and yang tattoos-these tattoos have their roots as Chinese symbols but now have become a universal symbol for complimentary opposites.

Peace symbols-for the peace loving personalities, this symbol had its origin in the 1960's during the hippie movement and are very popular.

Chinese and Japanese language characters that stand for friendship are one of the top choices today for best friends.

One half of a song lyric or quote you both enjoy-each person wears the other half so together they are one.

Stick friends holding hands.

Devil and an angel tattoos-representing your opposite sides, yet at times, complimentary personalities.

Star tattoos are extremely popular today between friends. You can do so much with stars in terms of colors, sizes and points. A creative idea is to for each person to have a trail of shooting stars-one trailing to the left and the other to the right.

Zodiac signs are popular-you might want to consider wearing your own zodiac sign just in case the friendship ever breaks up.

The infinity symbol-consider using the infinity symbol alone or as the center of a tattoo with more design around it. Anything with the infinity symbol will be a representation of something that lasts for ever.

A Claddagh tattoo-This is the Irish symbol for love and friendship and makes a very popular tattoo for best friends. It is depicted as two hands holding a heart with a crown on top. It has a very powerful meaning: "with my two hands I give you my heart, and crown it with my love."

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Thursday, December 6, 2012

Article Writing Tips - How to Write an Opinion Piece

You know what they say about opinions. Everybody has one. And that's why writing an opinion piece can be an exercise in futility if it's not done correctly. You're probably thinking, "How can an opinion be correct or not correct?" It can't, but there are better ways to approach opinion pieces than others. In this article, I'm going to give you my opinion on what the best way is to write an opinion piece, based on my personal experience.

There is a lot of irony in this article, wouldn't you say? I'm giving you my opinion on writing opinion pieces. The key to this however, is that I am giving it based on my personal experience. Also, quite ironically, there is your answer in a nutshell...experience. It's hard to argue with somebody when they are speaking from experience. I've been writing for over 30 years and my best articles, at least the ones that got the most feedback, were the ones where I was writing from experience.

Okay, but what if you don't have personal experience with a subject? What if you're writing an opinion piece on whether the government should pass a certain law or not? Let's say the law had something to do with a certain type of crime, calling for stiffer penalties. If you've never broken the law, or been a victim of that crime, you can't speak from experience. So then what do you do? That's where you move onto the next best thing. Back up your opinion with some statistics.

Article Writing Tips - How to Write an Opinion Piece

For example, let's take that newly proposed law. Certainly there has to be some statistics that support the passing of the law. Seek them out and present them in your article. Give your opinion that the law should be passed and point out these statistics, whether it be people murdered, raped, robbed or whatever. By showing how the current law is not much of a deterrent, you make your case for the new, tougher law. It's not rocket science and it works very well.

When you give your opinion and back it up with either your personal experience or some solid facts, it's hard to go wrong with your article.

To YOUR Success,

Steven Wagenheim

Article Writing Tips - How to Write an Opinion Piece

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Sunday, December 2, 2012

Article Writing & Copywriting Secret - How To Make Your Article TITLE Sell

Most authors are wasting their time producing dozens to hundreds of high quality articles that never reach a fraction of their traffic potential. It's a darn shame.

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When I review the behind-the-scenes traffic statistics on millions of articles that have produced millions of monthly page views in my article content lab...ONE thing is clear: All articles are not created equal even when everything about them is identical except for the TITLE.

The reason is probably not what you think.

Article Writing & Copywriting Secret - How To Make Your Article TITLE Sell

If you've been schooled on traditional copywriting, you know that in the offline world, the headline determines as much as 95% of the success of the book or article. This statistic takes into consideration what makes the book title successful: Whether a human buys it or not.

Article Writing on the Internet is a whole different story because of the way your articles reach humans who have an interest in them.

MYTH: Most people will read your articles because they came to a website and started browsing just like they do if they were to have gone to a local book store to find a book of personal interest.

FACT: Wrong! Most people will search the Internet using one of the major search engines and they will be putting in between 1 to 5 keywords that are related to the topic of the article or information they are looking to locate. The search engines will then deliver results that best match the human's interest.

YOUR GOAL: To have your articles show up in the search engine results for the keywords and topics that are most related to the content of your article.

HOW?

You must embrace this TITLE creation & traffic-building truth:

The first 3-5 words of your TITLE determine the success of your article in terms of how much traffic your article will generate back to your website. Success can only be had when you create keyword rich titles for your articles that match the most commonly searched keywords for your topic.

How to determine which keywords are rich and the right ones to use for your article?

You'll need a keyword research tool. Some are free and some are fee-based. Overture.com has a popular keyword research tool that shows you the most common search results from the Yahoo search engines directory. If you want to see what's on "Google's Mind" you can try one of their current beta tools called "Google Suggest":
http://www.google.com/webhp?hl=en&complete=1

Whether you use a web-based keyword research tool or invest in one of the more advanced application level software keyword research tools, it's critical that you learn know how to do keyword research.

A "Good" vs. "Bad" TITLE Example:

Here is an example of the difference between a non-keyword rich TITLE vs. a very keyword rich TITLE that is proven to perform better in terms of traffic creation:

Bad TITLE Example:

"Top 9 Ways You Can Acquire Fractional Jet Ownership"

Excellent Keyword Rich Title Example:

Fractional Jet Ownership - 9 Strategies to Help You Acquire Your Private Jet

Why is it more effective?

Because it does not waste the first 3 words of the title with meaningless garbage words like "top" or the number "9" or "ways"...and gets right to the important words that might be found when someone is using a search engine to research a topic related to your article.

You'll also notice in my example that I included the word "Private" Jet. Why? Because my keyword research said that people who search for fractional jet also search for the word "private jet" and therefore I wanted to boost the chances that my title would be found by a larger number of potential visitors to the article.

Two recommendations on what NOT to do:

1) Don't include garbage characters in your TITLE such as quotes, tildes, asterisks or anything else that a search engines has to work hard to discard in order to understand the TITLE of your article.

2) Do not engage in any search engine spam technique by having keyword rich TITLES that have nothing to do with the topic of your article. You'll only be hurting yourself as the search engines already aggressively filter out bad behavior like this.

YOUR INTELLIGENT KEYWORD RICH TITLE COPYWRITING CONCLUSION:

If you want to maximize your results from any article writing strategy, you must master keyword research so that you can create keyword rich and intelligent article TITLES. Your pay off will be massive amounts of traffic to your articles and website thanks to the search engines who love smart keyword rich TITLES!

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How to Write a Memorandum

What Is A Memorandum Or Memo?

A memorandum or memo for short is commonly understood to be an official document originating from an office. There are various types of memos. For example, in a business environment, the Memorandum of Understanding (MOU) and Memorandum of Association (MOA), are common. A memorandum is written to communicate or convey a brief message on a given subject or topic. Apart from specific memos, two of which have been cited earlier, a memorandum is usually not more than one page.

Notes On Writing A Memorandum

How to Write a Memorandum

A memorandum is generally made up of three parts. These being: Introduction, Body and Conclusion. Many office memos come in a standard and pre-approved format. The headings in a standard format are: To, From, Date, Subject and Reference. The memo may be addressed to an individual or a group of individuals. They are usually addressed by position or designation. Including a name and title if it is addressed to an individual is an accepted practice. Below the headings are the introduction, body and conclusion. In the introduction, the purpose or why the memo is being written and what would be focus of attention would be explained. The body will provide details of the subject such as what is the issue, what are the implications and other considerations including options. The conclusion will state what needs to be done, by whom and when. The memo needs be brief, to the point and clear. The general rule is one idea or issue per memo. If many ideas or issues need to be communicated, it would be better to call for a meeting or discussion. The target audience must be kept in sight. Key questions such as why the memo is being written, what needs to be conveyed and what is the expected outcome must be constantly kept in mind. This must be done before writing the memo, while it is being written and after it is completed. Be economical with words. Use simple language. Use the active voice. Use active verbs. The reader wants to read the document and move on to what needs to be done. Use the correct titles before the name such as Mr., Mrs., Ms., and so on.
Editing The Memorandum

After completing the memo, review it for accuracy, brevity and clarity. Read it out and check how it sounds or comes through. Check details such as date and address. These are important for ensuring that the message is delivered to the correct target audience and quickly. Additionally, it makes document control easier. Do not overlook the importance of correct spelling and grammar.

How to Write a Memorandum

Proofreading and editing is critical to better writing. You can now easily and conveniently do this with a writing software that uses a unique technology that provides the first context-related, all-in-one solution for improving writing. Developed by a leading team of software, algorithm, and Natural Language Processing experts, for the first time ever, users can easily enhance their writing skills. This revolutionary writing tool instantly analyzes the complete text and provides context-based recommendations to replace words with synonyms, to add adjectives and adverbs, to check spelling, and to verify proper grammar use. For Business Writing, a special version software is also available.

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Friday, November 30, 2012

iPad Testers - iPad Testing Lets You Try and Keep the Apple iPad Free, No Joke!

For those of you who have never heard of iPad testing, it is a program run by companies selling Apple's products. As long as you follow through on the requirements, you can have your own Apple iPad on your desk in no time. An iPad tester can find many offers online and avoid those annoying contests to try and win one. Getting to be one of the first to own and operate an iPad is easier than you think. If I've caught your interest then keep on reading to learn how you can get an iPad to keep free.

How Are Companies Able to Give Away iPads For Free?

Most offers like these are paid for by advertisers or 3rd party investors. They require consumers to fulfill a few requirements and then once completed, they send the consumer a new product to try out. As long as you complete your end of the deal, you'll find out this offer to be "REAL" and your tablet-style computer will be yours to keep without waiting to see if you've won a contest or was lucky enough to have your email address picked from a list of about a million others.

iPad Testers - iPad Testing Lets You Try and Keep the Apple iPad Free, No Joke!

Offering free iPads for testing is a really inexpensive way for advertisers to get the word out about this new revolutionary product. The Apple Corporation and other companies will use the iPad test to elicit consumer opinions and to find what the public thinks of the new product. They also may learn if the product is being used properly and if any new applications need to be developed in order to increase sales and keep the public's interest high. Let's face it, after getting one for free I'm sure you'll become a valued customer as well.

Please Be Aware Though:

You must be a resident of the United States to apply and you have to be at least 18 years old to qualify. This offer will not last long and once the iPad is available to the public, these free offers will often disappear. Don't waste your time entering contests only to be disappointed when you don't win. iPad testing offers are not a scam and they do work. I will caution you to be careful of any offer asking you for your social security number or your bank account information in order to be put on their list. These offers scream fraud.

iPad Testers - iPad Testing Lets You Try and Keep the Apple iPad Free, No Joke!
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Thursday, November 29, 2012

How to Write an Article Review - 5 Easy Steps

First of all an article review is a writing giving your opinion on certain thing. It could be a product, a service, a movie, a book or even an article. Writing an article could be a little bit challenging for some people, but is not have to be hard. I am going to give you 5 tips on how to write an effective article review.

1. Research. If you going to talk about a service or product you have to know it well. Even the experience use in it would be very helpful. You have to know their uses. If you do not have used the product or service research about people who tried it. Writing about an article or movie well you know what you have to do, read it and see it.

2. Introduction paragraph. Give a brief overview of what is about, with no details. A few main points will be fine.

How to Write an Article Review - 5 Easy Steps

3. Give information. A description of what does, benefits or importance for the user.

4. Critique. This is the most important part of the article. Why did you recommend it? Why not recommend it? Give your opinion of why you like it or not. You can compare it to others similar to it as well.

5. Wrap it up. Make a conclusion of why you recommend it or not.

There you have it. Follow this simple 5 steps and you can write effective article reviews and doing it fast. If you have questions or want to see some samples about articles review you can visit my blog.

How to Write an Article Review - 5 Easy Steps

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Monday, November 26, 2012

8 Key Character Traits That Make a Great Leader

There are certain character traits found in all good leaders and we have listed 8 key ones below.

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Some great leaders are born and it is their destiny to lead. On the other hand, there are other great leaders who made the time and effort to become one and you can to.

If you think you're not quite the finished article as a leader, then this article is for you.

8 Key Character Traits That Make a Great Leader

Here the 8 character traits that all great leaders possess.

1. Trust & Respect

If you lead you don't need to be liked on a personal level (although most good leaders are)
You simply need to have the characteristics that make you trusted and respected in the leadership role that have assumed.

There is a key difference between generating respect and trust and being liked personally.
People don't have to like you to trust and respect you.

Many people who know nothing about leadership try to hard to be liked on a personal level and this leads to ineffective leadership as their goal of being liked interferes and weakens their role as leader.

2. Communication

Leading on from the above you need to be able to communicate with your team and treat them with respect, encourage and be firm when needed.

A good leader tries to get the best out of their team by being understanding them, inspiring them and rewarding effort. A good leader never rules by fear.

A good leader however needs to firm and stop anyone from upsetting the team reaching its ultimate goal and take swift decisive action when it does.

3. Enthusiastic

Good leaders always have the character trait of enthusiasm about getting the job done.
People will respect a person who shows hard work, passion and dedication.

Leaders are there to motivate and inspire and people will respond to these character traits.

Although the roles of a leader may be different, the leader is the leader of the team and the team will only get behind someone they see as "one of them" and able to muck in with the them.

4. Confidence.

If you are not confident you wont get anywhere as a leader.

Rock solid confidence in your ability is a must to inspire dedication, trust and hard work from your team.
Confidence should not be confused with arrogance.

Arrogance shows a non team player and will cause resentment.

Most great leaders have a combination of confidence and humility.

5. A Cool Head

When things are going wrong you look for a leader to take control of the situation.

They need to show confidence, but do so in a cool, calm collected manner with the aim to putting things right or getting the job done.

No matter what the situation a good leader never loses his cool and this is critical to maintaining team confidence when the chips are down.

6. Focus on Key Elements

A good leader thinks analytically and can view the overall goal or aim, but also break down the sub elements of what needs to be done to reach the goal.

They organize, prioritize and workout the smaller parts into a logical pattern to reach the ultimate goal in the best possible manner.

7. Motivation & Innovation

A good leader is always looking to improve and to innovate to get better results even when things are going well a true leader is looking to take himself and his team to the next level.

8. Improve Their Skills

Leading on from the above, a good leader will know they are not perfect (no one is) and they will be constantly trying to improve their skills and look at their past results no matter how good they were and see how they could have done better.

The above character traits are ones that all great leaders have and you can to if you dedicate yourself to becoming a leader - You never know you may even become a great one.

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Sunday, November 25, 2012

What is Success and How Do We Achieve It?

To be clear about what success is must be the first step to achieving success.

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So far, the best definition I have come across is: "Success is the completion of anything intended." In other words success is finishing what you planned to do.

Even robbing a bank is a kind of success if that is what you wished to do. However, you probably did not intend to end up in prison!

What is Success and How Do We Achieve It?

The above definition of success shines a light on failure and success. Make a plan and follow it and you will have succeeded. Make a plan and do not follow it and you will have failed.

This gives a yard stick for judging every day of our lives. We can say at the end of the day "I have failed" or "I have succeeded."

This may seem very obvious but it is amazing that only about 85% of the human race end up doing what they intended.

I asked several people what they thought success was. One person said that "Success is making loads of money." Another said that success is "Achieving your goals". Some one else said that success is "Fulfilling your potential". An interesting answer was that success is "Making others jealous".

Brian Tracy agrees with the connection between success and goals. He has said "Success is goals, and all else is commentary." Tracy believes that people with clear, written goals, accomplish far more in a shorter period of time than people without them.

Stuart Goldsmith in "The Midas Method" has an important section on how to set goals so that they are achieved using the full power of the subconscious mind.

Maria Nemeth gives this definition of success: "Doing what you said you would do, with ease".

"Doing what you said you would do" is currently not achieved by the majority of the human race especially politicians! Doing it with ease is achieved by even fewer and requires making the most of the subconscious mind.

Jim Rohn argues that success is just a few simple disciplines practised daily.

The power of daily discipline is HUGE. Because the discipline is practised daily the effect is cumulative. The good practice is carried out 365 times a year with, perhaps, a few lapses.

It cannot fail to have tremendous influence. Once the discipline becomes a daily habit, it can be forgotten about until the rewards start coming in.

The writer who writes every day has written well over 300 pages by the end of the year. If he or she does not write every day they lose momentum and inspiration. If they keep up the writing (even just a few words a day) a magnet for relevant thoughts develops.

Recently a Liverpool student of American media studies applied for 600 jobs and received only one interview which he failed. He decided to write a novel. He determined to complete ten pages a day. He worked in the evenings at a dead end job to make money and then wrote until about 5 in the morning at his novel which has now become famous. It also looks like becoming a Hollywood blockbuster film.

He points out that if you write only one page a day for 100 days you can write a screen play. He wrote his novel by studying the structure of two other novels and noticing how they were structured and wrote his screenplay after studying video of films and noticing how long each scene lasted before there was a change.

I can't remember his name or the name of his book as I just happened to hear part of his interview on television.

The practice of daily disciplines alone can change our lives totally. Another benefit of daily disciplines is that they quickly create habits and habits create character.

A great quote by Jim Ryun, the American Athlete, is as follows

"Motivation is what gets you started.
Habit is what keeps you going"

Another brilliant quote is:

"Try not to become a man of success but rather try to become a man of value."

Albert Einstein

The next quote says more or less the same thing:

"Success usually comes to those who are too busy to be looking for it." Henry David Thoreau

Many would argue that success is not about making money but about developing oneself into a person who is valuable to others.

However, this quite often will lead to making money because people will pay for value. Any one who is very good at their job can usually command whatever pay they wish.

Adam Hollioake is one of the most successful English county cricket captains. He realised what is important in life when his brother Ben was killed in a car accident in Perth Australia. Adam learned that he should be kind to people and have fun and "that's what life is about."

His view of success in cricket is not necessarily winning. He is not afraid to lose a cricket match. He is only concerned that his team put 100% effort into the game. He comments:

"If we do put that effort in we usually win anyway".

Success then is putting in 100% effort whatever the results. More often than not, however, the results will be excellent.

Michael Angier has a great definition of success.

"Success is the result of steadily taking action on our most important goals. When we consistently focus our energies and our efforts upon what matters most, we can't help but be successful".

Angier also admires Ralph Waldo Emerson's comments on success:

"To laugh often and much; to win the respect of intelligent people and the affection of children; to earn the appreciation of honest critics and endure the betrayal of false friends; to appreciate beauty; to find the best in others; to leave the world a bit better, whether by healthy child, a garden patch, or a redeemed social condition; to know even one life has breathed easier because you have lived; this is to have succeeded."

What are the causes of failure and success?

William James, the great American psychologist, puts failure down to lack of faith in one self

"There is but one cause of human failure. And that is man's lack of faith in his true self."

Faith in one self is a huge part of success. Stuart Goldsmith in "The Midas Method" talks about two kinds of belief that are necessary for success. You must believe that you deserve to succeed and you must believe that you have the ability to succeed.

Another big cause of success is discipline.

"The ability to discipline yourself to delay gratification in the short term in order to enjoy greater rewards in the long term is the indispensable prerequisite for success." Brian Tracy

Another cause is the willingness to try to succeed even if the possibility of success is remote.

"Far away in the sunshine are my highest aspirations. I may not reach them, but I can look up and see the beauty, believe in them and try to follow where they lead."

Louisa May Alcott (1832-1888) American Writer

My computer guru, Danny believes that you should hold on to your dream in all circumstances and never let go. Grab hold of your vision with an iron fist and even if you are down on your luck and in the gutter never give up.

Danny himself has held on to a dream for 22 years. His dream is to develop the best languages translator in the world.

It does not matter if you are 72 - grab hold of your dream. Actually visualize your hand holding on to that dream. Too many people are worn down by life and give up their dreams.

Every dream is personal but the principle is the same. You are an idiot if you let go. You have to have a reason for living. Set yourself a goal and never let go until you die.

There is nothing you can't do. If you can't swim 10 lengths without a rest, train for a few months and you will be able to swim 50 lengths.

Danny's comments about swimming reminded me about how little is taught at school about how training can improve your abilities.

At my school in the Isle of Man, there was an annual half mile swim in the sea. I knew I would drown if I attempted this but no one ever suggested that I start training hard so that I would be capable of completing the swim.

I was just classified as someone who could not do the swim. It did not occur to me that through determined training I would be able to do what I could not previously do.

When Danny was young he was a skinny weakling. But one day he decided that this was not a good thing. He filled out and did some weight training and set up his own fitness, strength and flexibility routine.

He performs this every other day. This avoids the boredom of a daily routine. He does 200 situps, 30-50 leg raises and three or four sets of 20-30 bench presses.

He also does 2 sets of 20 or 30 squats with dumbells to develop leg power. The dumbbells avoid the danger of overbalancing with a barbell across your shoulders. There is also little likelihood that you will drop the dumbbells on children or family pets! Dumbells allow for greater control than barbells.

Danny's advice for success is to do something. If in doubt, read a book. The worst thing you can do is sit on your backside watching TV. If you do, nothing will ever happen. He notes the hypnotic effect of TV on the spectators. Danny seldom ever watches TV.

Danny also is impressed by Arnold Schwarzenegger who has just been elected Governor of California. If Arnold wants something, he does what is necessary to get that thing. If he had to eat 50 mars bars, he would eat them. If he had to stand stark naked on his head in a field for half an hour he would.

This is an example to us all. If you have to put stamps on thousands of envelopes to send out your direct mail sales letters, you just have to do it.

The basic principle is that you have to do what is required. Some things require certain actions to achieve them and you have to do them whether you like doing them or not.

It is no good saying I want to be Governor of California but I don't want to do any public speaking or travel on the campaign trail or be friendly to thousands of people you don't like. You have to pick up babies and smile at people you may not like.

If you want to be rich you have to do those things which will make you rich. It's no good saying "I don't really want to do it." Danny gives himself a virtual smack round the head every time he is tempted to give up on his projects.

Some people think they will make money by taking short cuts like suing people or fraud. The world would be a much better place if people just got on with doing what they had to do.

Many successful people stress the importance of action in achieving success.

Michael Masterson of the Ezine "Early to Rise" writes:"Action is the key to success, and failure to act is the reason most people will never achieve the kind of success they dream about"

Another approach to achieving success is to stay cool about it. Just get on with doing what you think is important and what you love to do.

"Don't aim for success if you want it; just do what you love and believe in, and it will come naturally." Sir David Frost

Elvis Presley gave his cousin Donna some advice to help her achieve her goals for the future. It seems good advice to me:

Donna's best memory of Elvis was when she was 18 and she spoke to him one on one. He asked her about her plans for the future and told her she could achieve anything she wanted "so long as you have faith in God;have faith in yourself; work hard and never let anyone tell you, you can't do something".

Elvis himself had plenty of discouragement which he successfully ignored. The later part of his life was not too successful but as Donna commented, we should focus on what he did achieve which was amazing.

Peter Vidmar explains how he achieved success at the Olympic Games:

"There's only two things I had to do to win the Olympic gold: Train when I wanted to, and train when I didn't."

This is possibly my favourite quote of all time. It sums up the essence of success and the will power and discipline necessary to achieve it. Sometimes training will be easy but sometimes it will take effort because one really does not feel like training. This is simple and beautifully easy to understand.

Another quote I like is concerned with the kind of success which depends on people liking your work or product. Don't worry about whether they will like your work. Just do your best and leave the liking or disliking up to them.

"Success has a simple formula: 'Do your best and people may like it'".

Sam Ewing

Any success involves some kind of cost; usually some boring work is involved as suggested in the following quote. The word 'drudgery' sums this kind of work up exactly. Almost any kind of business involves marketing and marketing is the last thing many businessmen enjoy doing.

"Success is the child of drudgery and perseverance. It cannot be coaxed or bribed; pay the price and it is yours".

Orison Swett Marden, 1850-1924.

Mike Litman comes up with golden statements frequently. Here is just one of them:

"The biggest secret of success in life is: You don't have to get it right; you just have to get it going. Perfectionism can kill success. We never get going because we are always waiting to get everything just right. Instead, let's get going."

One success breeds another. Bobby Robson, now over 70, is one of Britain's most successful managers. He should know what creates success. He recently commented about his team's performances:

"Success breeds success"

This makes sense. Write one successful book and you will have the confidence to write another. A lady over 70 wrote a book about overcoming the pain of arthritis. It was a huge success to her total amazement and made hundreds of thousands of dollars. Not surprisingly she has now written two more books.

Success is a key goal for most people but it helps to have a clear idea of what success means to you. I hope this article will have shed some light on possible definitions of success and provided some ideas about how you can achieve your kind of success. 2500

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John Watson is an info publisher on the internet and a martial arts school owner. He taught Religious Studies and Life Skills to teenagers in London schools for about 33 years before retiring in 2000 A.D. His own e-books and those of the English multimillionaire, Stuart Goldsmith, can be found on his site at http://www.motivationtoday.com

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Saturday, November 24, 2012

How to Write Marketing Communications Plans

Marketing Communications are "all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used" (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as "the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses" (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience.
Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).

Marketing Communications Plans consist of the following vital elements:

Context analysis

How to Write Marketing Communications Plans

Promotional objectives

Marketing communications strategy

Promotional mix (methods and tools)

Budget schedule

Evaluation and control (Fill, 1999).

When writing marketing communications plan it is important to:

1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.

2. Develop segmentation, targeting and positioning strategies

3. Develop creative message with which Marketing Communications Plan with communicate with target audience

4. Select and justify one or combination of marketing strategies (push, pull or profile)

5. Develop well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.

6. Create contingency planning strategy (in case something goes wrong)

7. Set strict set of evaluation and control mediums which would include milestones and continuous evaluation

References

Fill C (1999) Marketing Communications, 2nd Edition, Prentice Hall Europe
Yeshin T, (1999) Integrated Marketing Communications, The chartered institute of marketing, Butterworth Heinemann, Oxford
http://www.marcommwise.com/glossary.phtml?a=m&s=0

Please find below links to excellent Marketing Communications Plans:

C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR ROYAL CARIBBEAN CRUISES LTD

S/M/162. Marketing communication plan: Philips SatinIce UK, and current marketing communications strategy analysis

S/M/158. Marketing Communication Plan for British Airways

S/M/158. Marketing Communication Plan for British Airways

E/M/14. Marketing Communications Plan for Pizza Hut

C/M/180. Internet music search engine Promotion Campaign

C/M/171. Analysis of the 50+ customer group for M&S and brief outline of a promotional campaign

P/M/311. Marketing communication Plan for Direct Lines the breakdown service

S/M/77. Project Management for Marketing Communications Campaign

P/M/289. Marketing Communications Plan for ROYAL DUTCH/ SHELL

S/M/69. Marketing Communications Plan for British Airways (BA)

P/M/269. Marketing Communications Plan for Shell

P/M/262. Marketing Communications Plan for North West Valley Sailing Club

C/M/117. Marketing Communications Plan for Hugo Boss

P/M/252. Marketing Communications Plan for the Introduction of New Product: Smoothie

P/M/139. Marketing Communications Plan for Haagen-Dazs

P/M/130. Marketing Communications Plan for the new degree programme

P/M/133. Marketing Communications Plan for Marks and Spencer

P/M/134. Analysis and development of Marketing Communications Plan for Adidas (US)

http://www.coursework4you.co.uk/sprtmrk28.htm

How to Write Marketing Communications Plans

All Rights Reserved. Copyright © 2006 Verena Veneeva http://www.coursework4you.co.uk/sprtmrk28.htm

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Wednesday, November 7, 2012

Ford Motor Company - Case Study

Background (General Facts)

Ford Motors is one of three leading automotive manufacturing companies in the United States. Based in Michigan in 1903 by Henry ford and grew to reach revenue of 0 billion and more than 370,000 employees by 1996 [1]. In the 1970's, the automobile market for the major auto makers - General Motors (GM), Ford, and Chrysler- was crunched by competition from foreign manufactures such as Toyota and Honda. In 1999, Ford acquired the Swedish Volvo model in an attempt to compete in the foreign market and expand to other regions. Furthermore, Ford launched a full organization re-engineering business process plan called "Ford 2000" aiming at reestablishing the company's infrastructure. The process meant reduction in their Vehicle Centers (VCs) to only five covering the operations that spanned 200 countries. It also meant cutting redundancies and requiring Information Technology (IT) to be the driving force and the link between Ford centers worldwide.

In building Ford's IT infrastructure, the company focused on implementing a setup that supported the TCP/IP communication protocol based on the U.S. department of Defense requirements. At those days, Ford internal network was meant to serve files transfer unlike most companies that used the network mainly for email communications. Throughout the 1990's, Ford developed a cost effective Global Enterprise Network Integration (GENI) process to link all its locations compromising on the type of the connection and the cabling in favor of full coverage. During the same time, Ford started building its Web Farm, which was basically a set of hardware and software managed by a team for building Ford's public website. The work started by publishing documents for technical references and moved to more advanced images from a live auto show. As a result, the website received 1 million visits a day in less than 2 years after its official launch. Throughout the end of the 90's, Ford established its web services by increasing the amount of information published, building more intelligent and standard web application in 12 weeks period, purchasing more Netscape browsers for setup on its users' machines, and creating a B2B server to allow the suppliers secured access to Ford's Intranet.

Ford Motor Company - Case Study

In the path towards service cost reduction and bringing more business through the web, Ford worked closely with its competitors in the U.S. market GM and Chrysler to establish what came to be known as "Automotive Network Exchange" (ANX) certificate. The protocols aimed at providing a unified communications standard through the Internet to enable suppliers to provide common technology for all manufacturers. Moreover, Ford focused on making information on its web site more accessible and useful by deploying a team to manage the process of adding and updating information based on an analysis of how humans deal with information. One final aspect of Fords endeavor was to try to build a model through its infrastructure that benefited from the model implemented by Dell computers to improve their supply chain and delivery process. The direct model would not work well for automotives as it would with computers, as a result Ford worked on its retailing network remodeling and identifying what would eventually give it the extra edge in delivery time.

Enterprise Architecture Issues

Ford's regional expansion to address the competition for market shares demanded cost management for the infrastructure upgrades IT infrastructure places limitations on the type of application development based on the platforms Easy access to information and prompt delivery of vital data to key individuals requires proper knowledge managementOrganizations reengineering and process remodeling is necessary when adapting new technologies to maintain the cost and increase efficiency Supply chain errors and delays can severely affect the progress of the business and the market value of the corporation
Analysis

Infrastructure Upgrade

Since the inception of the Internet in the 1960's, much effort has been made in standardizing how computers connect to it. In 1982, the International Organization for Standards (ISO) realized that during that period many ad hoc networking systems were already using the TCP/IP protocol for communications and thus adapted it as a standard in its model for the Internet network [2]. The main driver for IP convergence, at that period, was the growth in data traffic through wide area networks (WANs) established by local companies. Furthermore, in 1991, the Internet was open for commercial use, and that demanded a reduction in the total cost of operating the network to cope with 1 million Internet hosts that materialized in only 1-year time. Telecommunications companies like AT&T understood the potential and worked on standardizing the network offering voice services over IP networks that managed the separation between voice and data transmission [3].

At the same time, Ford had launched its plan to update its infrastructure, and seized the opportunity brought by the global movement of integrating the voice, fax transmission network with data transmission and expanded its WAN to include its offices in Europe and elsewhere. The financial benefits also came from the fact that Ford adapted the TCP/IP protocol from the beginning and made sure that all its technical infrastructure upgrades adhere to the standards. This made the transition of its system to the Internet as cost effective as it could be.

Web Technologies

Intranets employ the hypertext and multimedia technology used on the Internet. Prior to 1989, when Tim burners-Lee invented the Web [4], most applications used standard development languages such as C and C++ to create desktop applications that were proprietary and dependent on the platform. For example, applications running on a command-based operating system such as UNIX would not run under Windows, and those working for PCs might not work on Apple computers and vice versa [5]. The invention of HTML (Hyper-Text Markup Language) introduced a new model for applications that conform to the standards provided by a single program, the "Web Browser". Unlike standard applications, the browser brought a unified interface that had a very fast learning curve. Users seem to require no additional training to work with web browsers. Furthermore, system administrators did not have to spend time installing upgrades on users' machines, since the Intranet client/server architecture facilitated all the updates through the connection with the web server [6].

Since Ford established its Intranet, it was aiming at building web applications through the initial analysis of "Mosaic", the early form of web browsers. The technical department at Ford used web languages to create the first web site in 1995. In 1996, the team started building applications making use of the unified "Netscape" browser that was deployed on all machines at the company, and working on a standard template to cut on the development life cycle. There was a substantial cut in training cost due to the user-friendly interface of web applications. Furthermore, the speed of development made vital applications available to different individuals across the company. For example, the B2B site allowed suppliers remote and secured access to various sections of Ford's Intranet. In addition, the development team created an application as a virtual teardown on Ford's website where Ford's engineers could examine parts of competitors' cars and evaluate any new technologies. The alternative would have been an actual trip to a physical location where Ford tears down cars to examine the parts.

Knowledge Management

While there are many definitions for knowledge, each company might adapt its own based on how it analysis data and information to acquire knowledge. The University of Kentucky, for example, defines knowledge as "a vital organization resource. It is the raw material, work-in process, and finished good of decision-making. Distinct types of knowledge used by decision makers include information, procedures, and heuristics, among others... " [7].

Organizations go through different activities to manage the amount of information they collect to form the knowledge base of the company. Activities include creating databases of best practices and market intelligence analysis, gathering filtering and classifying data, incorporating knowledge into business applications used by employees, and developing focal points for facilitating knowledge flow and building skills [8].

Ford was excited about the traffic it was receiving on the Web site and everyone was publishing all the material they have on desk on the Intranet. Nevertheless, there was a growing concern about the usability and usefulness of the material people were adding. As a result, Ford created a "Knowledge Domain Team" to build complete information in nine areas that were identified as vital to the business. The process Ford took was based on surveys and specialists input in how people perceive information, and what is considered vital and what is distracting in the structure of Ford's website. The aim behind the initiative was to reduce the time individuals spent in searching for information through proper indexing of the website content, and making sure that what was important could be accessed in due time, and what is trivial did not overwhelm the researcher with thousands of results.

Business Re-engineering

In the area of organization's re-engineering process innovation is the set of activities that achieve substantial business improvements. Companies seeking to benefit from process innovation go through the regime of identifying the processes, the factors for change, developing the vision, understanding the current process, and building a prototype for the new organization. History shows that organizations who define their processes properly will not have problems managing the issues and developing the change factors [9]. When introducing technology, business redesign is necessary. The industrial fields have been using Information Technology to remodel processes, control production, and manage material for generations. However, it is only recently that companies recognized that the fusion of IT and business would go beyond automation to fundamentally reshaping how business processes are undertaken [10].

When foreign companies were allowed to compete in the U.S. market, Ford understood that to succeed in business in a competitive arena it needed to implement strategies that competitors find difficult to imitate [11]. As a result, Ford bought Sweden Volvo to enter the European market, and partially owned Mazda to have a competitive edge with Japanese cars1 [12]. To achieve that it re-engineered its production development activities and global corporate organization and processes for dramatic cost reduction. Furthermore, it understood that expansion requires collaboration and alignment, and thus planned to establish the IT infrastructure through a WAN that connected all the offices. In the process of innovation and re-engineering, Ford has set policies to manage the cost of establishing the network, built models for continuous implementation, and organized global meetings to align all parties with the process. Adding to that, when it came to managing the website, Ford facilitated an awareness campaign for all the branches to understand that Ford is using the web to collaborate and research and adapting information technology as a way to maximize its business value. The goal for Ford was to maintain its leadership in the market and to do that in the most efficient and cost effective method that is there.

Supply chain management

Supply chain management (SCM) is about coordinating between suppliers, manufactures, distributors, retailers, and customers [13]. The basic idea that SCM applications revolve around is providing information to all those who are involved in making decisions about the product or goods to manage delivery from the supplier to the consumer [14]. Studies show that reducing errors in supply chain distribution, increases revenue, enhances productivity, and reduces the order-to-fulfillment period [15].

Ford often compared its supply chain process to that of Dell's, in an attempt to close the gaps in its own process and reach the level of success Dell has reached. The difference in the distribution model between Dell and Ford lies in the middle link of using retail shops. Since Ford cannot skip retail as a focal distribution point, it worked on establishing a network of retail shops that it owned. Ford made sure shops are not affecting each other in terms of sales, and gave them all a standard look and feel to establish itself in the consumer's market as a prestigious cars sales retail company. Furthermore, extensive re-engineering initiatives were undertaken to enhance Ford external network by eliminating the correlation with smaller suppliers. In that way, Ford made sure that key suppliers have access to forecasting data from customers' purchasing trends and production information to enable a faster order-to-delivery cycle. Ford vision was to create a model that allowed flexibility, predicable processes and delivered the product at the right time to the right consumer.

Conclusions

Ford is an example of how traditional organizations can mature to adapt what is current and maximizes the business value. The process that Ford went through necessitated the continuous support from management. In addition, it depended on alignment between those involved as a key for success. The correlation was not restricted to internal staff; it extended to cover competitors to reach mutual benefits, to work with suppliers to maintain similar grounds and adequate infrastructure, and to create training programs to educate all on the vision and organization's objectives.

Ford technical progress came at a time where the Internet was yet to reach its full potential. The introduction of Fiber-optic cables in the late 90's and the substantial increase in bandwidth would have helped Ford and cut on the cost in endured connecting its own offices. Furthermore, the ISP services that provided hosting servers were limited to only few players, which explained why Ford preferred to manage its own web server and maintain the overhead of the 24 hours uptime and backup.

From this case study, I understood the level of commitment large firms have to maintaining their position in the market. These companies know the revolving nature of business in the sense of how easy it is to fall back if they did not keep up with the change. The Ford process also shows the need for quick and resourceful thinking when faced with situations that might seem to be unfavorable. The way Ford ventured into the foreign market by acquiring local manufacturers was a strategic decision that did not only enabled Ford to merge with different technologies, but it also saved it the additional cost of establishing production centers in Japan and Europe.

Recommendations

Maintaining leadership in the market requires innovative organizations willing to reengineer to succeed. IT fusion with the business means restructuring and remodeling to understand the role IT would play to meet the business objectives Planning and modeling is vital when coordinating work with large teams. Constructing websites is not about content; it is about understanding what adds value and how humans interact with information. Knowledge management is a plan that companies need to develop as part of their initial business process modeling It is not wrong for large firms to try to adapt to successful processes implemented by other firms.
References

Robert D. Austin and Mark Cotteleer,"Ford Motor Co.: Maximizing the Business Value of Web Technologies." Harvard Business Publishing. July 10, 1997. harvardbusinessonline.hbsp.harvard.edu/b02/en/common/item_detail.jhtml;jsessionid=WDARNHINBSYKSAKRGWCB5VQBKE0YOISW?id=198006 (accessed July 30, 2008). Computer History Museum, Internet History 80's. 2006. computerhistory.org/internet_history/internet_history_80s.shtml (accessed July 30, 2008). Darren Wilksch and Peter Shoubridge, "IP Convergence in Global Telecommunications." Defense Science & Technology Organization. March 2001. http://www.dsto.defence.gov.au/publications/2400/DSTO-TR-1046.pdf (accessed July 30, 2008). Computer History Museum, Internet History 80's. H. Joseph Wen, "From client/server to intranet." Information Management & Computer Security (MCB UP Ltd) 6, no. 1 (1998): 15-20. R. Boutaba, K. El Guemioui, and P. Dini, "An outlook on intranet management." Communications Magazine (IEEE), October 1997: 92-99. Joseph M. Firestone, Enterprise Information Portals and Knowledge Management (OXFORD: Butterworth-Heinemann, 2002), 169. David J. Skyrme, "Knowledge management solutions - the IT contribution." ACM SIGGROUP Bulletin (ACM) 19, no. 1 (April 1998): 34 - 39, 34. Thomas H. Davenport, Process Innovation: Reengineering Work Through Information Technology (Watertown,MA: Harvard Business Press, 1993), 28. Thomas H. Davenport "The New Industrial Engineering: Information Technology and Business Process Redesign." Sloan Management Review 31, no. 4 (Summer 1990): 11-28, 12 Gary M. Erickson, Robert Jacobson, and Johny K. Johansson, "Competition for market share in the presence of strategic invisible assets: The US automobile market, 1971-1981." International Journal of Research in Marketing (Elsevier Science) 9, no. 1 (March 1992): 23-37, 23. Austin and Cotteleer, "Ford Motor " , 2. Henk A. Akkermans, et al. "The impact of ERP on supply chain management: Exploratory findings from a European Delphi study." European Journal of Operational Research 146 (2003): 284-301, 286 Thomas H. Davenport and Jeffrey D. Brooks, "Enterprise systems and the supply chain." Journal of Enterprise Information Management 17, no. 1 (2004): 8-19, 9. Kevin B. Hendricks, Vinod R. Singhal, and Jeff K. Stratman. "The impact of enterprise systems on corporate performance:A study of ERP, SCM, and CRM system implementations." Journal of Operations Management 25, no. 1 (January 2007): 65-82.

Ford Motor Company - Case Study
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Sally Ahmed is a webmaster , web technology analyst, and a developer for more than 7 years. Earned the Certified Web Professionals title from the International Webmaster Association in 2001. Worked as a technical Internet instructor at New Horizons computer learning center. Worked in several companies where she developed and planned over 20 websites . Holds a Masters degree in web technologies from the University College of Denver, CO. Currently working as a web technology consultant and an E-commerce manager for several local companies.

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