Marketing Research: Individual Words

We all know that phrases like “Who else wants to know” in a
headline can improve our sales. Have you ever thought
about the individual words and their impact on your
profitability?

I recently performed a statistical analysis on several
thousand ads while looking at individual words and
profitability.

The first task was to determine the profitability of each
ad being analyzed. This was done using the age-old
mailorder marketing method. Basically, if you see an
advertisement month after month and year after year, it is
probably profitable. If you see an ad only once or twice
and then it changes or disappears completely, the
advertisement was probably not very profitable.

The next task was to simply look for the occurence of a
list of words in each ad while noting whether the ad was
profitable or not. The results were tallied and lots of
words were removed from the list because there simply
wasn’t sufficient data to come up with a statistically
significant result.

I won’t bore you with the rest of the details. Here is a
list of some of the words found much more often in
profitable ads than in ads that didn’t produce a profit:

accessories, an, best, blue, buy, by, causes, cheap,
discount, discover, easily, fast, find, guaranteed, has,
improve, increase, lower, more, nationwide, near, need,
of, on, one, order, payments, powered, pricing, rates,
reduce, stop, superb, the, view, what, with

Here is a list of the words found much more often in ads
that were NOT profitable:

affordable, after, and, as, at, before, better, help,
here, how, else, excellent, experience, for, led, listings,
loan, method, money, mortgage, naturally, now, options,
photos, search, secret, secrets, sell, step, to, try,
unlimited, us, who, you, your

Now keep in mind that correlation can not prove causality.
This research isn’t saying that all ads that use the word
“excellent” are doomed to being unprofitable. However, it
is saying that a statistically significant percentage of
ads that use the word “cheap” are profitable and a majority
of those that use the word “affordable” are not profitable.

If your ad copy currently uses the word “affordable” (a
word from the “bad” list above) and you change that word
to “cheap” (a word from the “good” list above), will your
profitability increase? There are no guarantees. There
are an unlimited number of factors that could impact that
result. Not ALL ads that use the word “cheap” were
profitable. Not ALL ads that use the word “affordable”
were unprofitable. However, the use of the word “cheap”
instead of “affordable” is more likely to improve your
profitability.

You still need to split test to find out the answer in any
particular situation. But, why not start out with the most
likely words to be profitable in ad copy generally
speaking?

Take a look at your current ad copy and see if you can find
any of the words in the “bad” list that have good
replacements in the “good” list. Run a split test and see
if your profitability increases. What can it hurt to put
some math on your side?

The Sweet smell: Perfume

Mary Bellis the Top head at About.com believes that perfume
is decades old and the word “perfume” was derived from the
Latin word per fume meaning “through smoke”. Perfumes in
the old days came in the form of burning incense and
aromatic herbs for religious services, frequently the
aromatic gums, frankincense and myrrh, gathered from trees.
Egyptians were the first to combine perfume in their
culture. The ancient Chinese, Hindus, Israelites,
Carthaginians, Arabs, Greeks, and Romans followed them. The
earliest use of perfume bottles is Egyptian and dates to
around 1000 B.C.

Studies reveal that during Queen Sheba’s rule [queen of
Yemen and Ethiopia], perfume was fused together with
culture. Perfumes were used for religious ceremonies and
for embalming the dead, it became an integral part of the
Egyptian life. “The most significant perfume used by the
Egyptians was the kyphi. Scholars claim when tomb of
Tutankhamen was throw wide open it was this odor present in
the tomb.” Scents like the aromatic myrrh were considered
more expensive than gold. In the Bible, one of the Three
Wise Men brought this gift to the newborn Christ.

After defeating Darius III of persia, when Alexander the
Great moved in Egypt he learnt about perfumes. It was said
that the floors were sprinkled with scented waters and his
clothes were imprinted with perfumes of fragrant resins
and myrrh. However, it’s the Greeks who brought about the
science of perfume by categorizing them by the part of the
plant from which they were made and documenting their
compositions.

Mary Bellis (About.com) suggests that the art of perfume is
often compared to music; with different notes all combining
to create harmony. Perfumes were composed of three notes:
notes of the head (top notes), notes of the heart (middle
notes), and notes of depth (base notes). The top notes are
the most volatile and evaporate the fastest, hence the name
“notes of the head”. Each of the notes creates is its own
scent, yet blends with the others to create a smell, an
emotion.

Kim Draper gives us an insight on perfume making: “The
strength of your aromatic liquid or perfume depends on the
ratio of essential oils to water and alcohol. Perfume is
the strongest formula: 15-30 percent essential oil, 70-85
percent alcohol, and the remainder or at least 5 percent
water. Use bottled, distilled or spring water
only. 100 proof Vodka should be used for the alcohol, you
may also use Brandy, but it has a distinct aroma of its own
and sometimes gets in the way of blending in the essential
oils.”

“If you want to add color,” Draper continues, “use a high
quality, natural, vegetable food dye. You will also need
sterilized bottles to put your creations in, and as much as
you want to use the pretty clear cut glass bottles, please
don’t. They attract perfume’s worst enemy: the sun.”

Just in Case: Some Asthma Pillow Talk

While most of us throw pillowcases in the laundry every
week as part of our household chores, we don’t replace the
pillows we sleep on every night. In fact, some pillows are
used repeatedly for years without being replaced or even
aired out. Unpleasant as the thought may be, changing your
pillow case daily will still not eradicate the allergens
probably lurking within the pillow stuffing. People with
asthma should keep this in mind.

What kind of microscopic creatures might be sharing our
beds with us? Dust mites, bacteria, fungus, and mold
number among the unwanted guests in our bedding. The
National Institute of Environmental Health Sciences states
that 45 percent of U.S. bedrooms harbor dust mite
concentrations that exceed allergic sensitivity levels.

We need to keep our homes clean and well aired, so that
the pathogens or microscopic bacteria do not cause much
harm. You do not have to be overtly worried about the
bacteria, but yes if there is a person in the house who
suffers from asthma, allergies or respiratory problems,
then the house definitely needs to be kept clean and aired.

To combat this problem, allergists and other health experts
recommend that pillows be replaced frequently to prevent a
buildup of dust and bacteria and subsequent chronic
allergies. Hollander Home Fashions recommends changing
your pillow every one to two years to ensure maximum
comfort and minimal buildup of allergens. Allergen-
barrier bedding protectors are another option and can
protect the sleeper from irritants in both the mattress
and pillow. Other recommendations are to wash all bedding
weekly in hot water, 130-160 degrees, and steam-clean the
bedroom carpet and curtains frequently.

A study published in the Journal of Allergy and Clinical
Immunology stated that the common cause of allergic
asthma for children is the house dust mite allergy. The
conclusion of the study was that children with allergic
asthma would benefit if they changed their bedding to the
one that is encased in allergy proof material.

It would be a good idea to shift to allergen resistant
pillow and mattress coverings, along with replacing your
pillows every six months to two years. Pillows made from
polyester fiber are a good choice. Pillows can also be
encased in plastic or vapor permeable fabrics. People
suffering from allergies can use pillows made out of
hypoallergenic material that has been cleaned with
specialized soaps. Bedding encasings made out of
polyurethane are also available. These are impermeable to
allergens but absorb perspiration.

The environment of your home also decides the intensity
of dust mites and other allergens in your bedding. For
example, if you have a dusty climate and an airy home
then there would be more dust and hence, more dust mites.
On the other hand, if you have an airtight home, then too
you are prone to allergens and dust mites, as they will
be trapped inside. As a result, people with homes in
dusty or humid and moldy climate should think about
changing their bedding such as pillows, more often than
others.

All experts agree that to combat pathogens, bacteria and
dust mites in your bedrooms one must get the bedding
laundered in hot water and replace pillows frequently.
For asthma patients, replacing pillows once every year
would be a good idea.

Understanding Your Long Distance Provider

Many telecommunications companies offer long distance phone
service. But before you sing on the dotted line for their
service you need to understand the basics of long distance
phone calls and which company best suites you.

Once you switch long distance providers, it will take
several days to activate your service. Your service will
only be activated on the one particular line and not on any
of your cell phones. Once the service is activated, you
can make direct long distance calls from only that phone
line.

Prepaid calling cards provide you with instant long
distance. Calling cards work with any touch tone phone and
an access number and authorization code (PIN) needs to be
dialed before each long distance call.

The most reliable long distance service is the switched
service which is generally the service on your home or
business phone. This service uses a different technology
for establishing a connection to your destination number
but the service is usually a little higher than those of
calling cards.

Many online companies use Third Party Verification (TPV) as
an electronic signature when signing up to switch your long
distance provider online. This will automatically record
your permission to switch the service.

It normally takes 3-4 business days to activate your new
service depending on your local phone company. Many
companies will issue a 700 test number for you to dial to
check that your services have been activated.

Once the service is set up on your line, you will be dialing
directly. You will keep your local phone company, but you
will be receiving a separate bill for your long distance
calls.

Toll free numbers are normally used by businesses to allow
their customers to call them at no cost to the customer.

A basic knowledge of what long distance providers offer can
help you in choosing a service that meets your needs.

What If You Are Allergic To Milk?

How often you drink milk? Do you feel something strange
after you had your milk? Probably you don’t think that milk
can cause you allergy since this liquid is good for your
health. It contains very rich nutrition and it’s good for
everybody. But what if you are allergic to milk?

What a question. Well, milk allergy is one of a number of
types of food allergy. As the same with others, milk allergy
results from a hypersensitivity of the body’s immune system.
In this case, to the proteins comprised in cow’s milk.
Indeed, cow’s milk is one of the most frequent food allergens.

Food allergens? Yes, allergens are particular substances
that can cause allergy reactions in the body. Milk is one of
the most common foods responsible for food allergy beside
egg, peanut, fish, shellfish, soy, and wheat.

A person with milk allergy will show specific symptoms,
which can occur within minutes or hours after consuming the
milk. These symptoms can be obvious in the skin, the
digestive system, and or the respiratory system.

What Reaction Occur when You Allergic to Milk?

The reactions of milk allergy in the skin may include
swelling of lips, tongue, mouth, face or throat, as well as
an itchy red rash. In the meantime, vomiting, stomach
cramps, and diarrhea are some of the reactions found in the
digestive system. If you see running nose, sneezing, watery
eyes, or shortness of breath, this means the reactions also
occur in the respiratory system.

Again, there are still no medications to cure allergy. The
only key to prevent symptoms of any allergy is to avoid the
allergens. In the case of milk allergy, a person with this
allergy of course should stay away from foods containing
cow’s milk protein because even a very small quantity of
milk protein may trigger symptoms. This will surely make a
very uncomfortable condition.

If a person with milk allergy is worried about not getting
sufficient nutrition for the body, there’s always a way to
solve it. The important thing is to consume an adequate
amount of calcium as milk’s substitute. Seafood, green
vegetables (spinach, broccoli), and fish (salmon, sardines)
are great sources of calcium.

You can find products related to milk allergy and those that
support the absorption of calcium on the Internet. This is
certainly a perfect way to compare many products.

About The Author: Novi White writes health articles on
various publications. She has been working with doctors for
their research publications.

Skin Allergies

A skin allergy, or what is correctly called contact
dermatitis, occurs when your skin comes in contact with
something it is allergic to. There are many things that can
cause contact dermatitis such as latex, hair dye, perfumes,
make ups, bath powders and some household cleaning products.
Latex skin allergies are becoming more common as latex is
used in many products such as condoms, rubber bands, bathing
suits and some toys. It is extremely important if you are
allergic to latex that you advise your physician, dentist or
any other healthcare worker so they do not use any latex
based products on you.

The most common skin allergens are poison ivy and poison
oak. We all know someone who has come in contact with these
in the
garden at some point who have developed the painful and
itching weeping blisters that accompany it.

Eczema is also considered a skin allergy. Eczema is generally
an inherited trait and it usually starts in childhood. A
eczema sufferer will have skin that is dry and itchy. There is
sometimes also flaking and scaling of the skin and weeping
blisters. Children who suffer from eczema are usually found to
suffer from hay fever and asthma too.

Hives are another form of contact dermatitis that can be
brought on from an internal allergen, such as an allergy to
food or medicine, or from an external allergen such as contact
with an animal, some plants (poison ivy or poison oak) or soap
products. For some foods like chocolate, nuts, tomatoes, and
berries can cause hives. Most hives appear quickly but are
gone within 24 to 48 hours.

As with other types of allergies such as seasonal pollen,
animal allergy or food allergy there is no cure for skin
allergies. Most outbreaks of contact dermatitis can be treated
with over the counter antihistamines. The best way to avoid an
outbreak is to avoid what is causing the outbreak. You can
look for non allergenic and fragrance free make up and beauty
products. Those who suffer from eczema should avoid extremes
of heat and cold and use heavy moisturizers on their skin to
help protect and heal it.

Living With An Allergy

Allergen is the name given to anything that causes an
allergy in a human body. In the presence of an allergen our
bodies send out histamine, which is what causes local
swelling and bumps. The cream or other pharmaceuticals that
combat allergies therefore usually contain an Anti
Histamine. Allergic reactions include a rash, itchiness,
coughs and general breathing problems.

No one is safe from allergic reactions, though for many
they will only suffer from time to time. An unlucky few
will get adverse reactions year-round. Hay fever sufferers,
for example, are usually hit during summer or spring. There
are people who only get affected by the pollen that trees
give off - this only happens in Spring. Those who suffer
due to the pollen released by grasses will suffer through
summer.

Some people have allergic conditions such as dermatitis,
asthma and eczema whilst others are allergic to different
medications, foods, detergents, or their pets. The list is
almost endless.

It can sometimes be hard to figure out exactly what it that
is setting off an allergic reaction, but it is really worth
the effort. Say the reaction is worse sometimes than
others, then note down when you get it and try to discern a
pattern. Are you inside or outside when you suffer? Is it
mainly when you are at home or when you are at work?

A logbook or simple diary can be a useful aid. One of the
hardest things sort out is any allergic reactions to food -
you will need to keep a detailed food journal. Any symptoms
and their times should go in the journal - itchy around the
eyes only in the morning?

Pets are not the only potential allergen at home, but they
are one of the commonest. It helps to know that the thing
that causes the problem is the skin pieces that tend to
collect an animals fur. This means regular pet bathing
helps out a lot. Cats, famously, do not like bathing one
little bit, so a rub down with a wet cotton cloth might be
an easier option… Keep them from certain key rooms, most
importantly your bedroom.

Some of the allergens are harder to spot. Housemites are
miniscule and make their homes in our soft furnishings and
rugs. Washing and regularly airing all our bedding is a
good idea for this reason. And vacuuming several times a
week.

If you have hay fever and need to keep the bedroom windows
closed, take bedding to another room in the house and air
it there, but make sure that you shut the door so the
pollen doesn’t permeate the house. Stay away from quilts
and pillows stuffed with feathers such as goose-down as
people are often allergic to feathers - go for man-made.

If you’ve found that dust is the problem it might be worth
investing in a special vacuum cleaner as regular vacuum
cleaners can just stir up more dust. In the meantime you
can wipe soft furnishings with a damp cloth to remove dust
without stirring it up.

It is a good idea to avoid drying clothes indoors but if
you have no alternative try to keep the drying rooms well
ventilated. Houses that are steamy are unhealthy and can
also produce mildew on the window sills - this is also an
allergen. However, whilst it might seem a lot of work, all
these tips are good for a healthy home whether you have
allergies or not.

Relief from Allergies

For those that suffer from allergies, any type of allergy
relief is welcome. There are many different types of
allergies; people can be affected by everything from dust
mites to peanuts. Some people suffer from allergies much
more severely than others. For example someone with a
serious peanut allergy can have an allergic reaction that
can be fatal just from smelling peanuts. Therefore if you
are seriously allergic to anything you should make sure
everyone around you is fully aware of this.

Dust mite allergies are actually very common. There are
many ways that you can reduce the allergens around your
home and experience allergy relief. For starters you
should minimize the amount of carpet you have in your home.
Carpet is a breeding ground for dust mites and you would
need to have someone vacuum for you on a regular basis in
order to keep your dust mite allergies under control. You
should also always have someone dust for you and ask them
to use a wet cloth that will limit the amount of dust that
can become airborne. An air filter or air purifier may
also be a good idea. A good air filter can also help with
pet allergens such as dander and mold allergens as well.

If you are allergic to pollen and experience hay fever in
the late spring months, there are steps that you can take
to reduce the effects of these allergens on your health.
Try to stay inside and not allow fresh air into the home
during pollen season. An air filter or air purifier might
also be a good idea to minimize these allergens.

Food allergies at first glance sound easy to avoid. Just
don’t eat the foods that cause an attack. This isn’t always
as simple as it sounds. Using the example of peanuts, a
person with this allergy can’t eat any chocolate bars from
a factory that produces both plain and peanut candy. Both
bars may have come into contact with peanuts, or some other
nut, and the allergic person just can’t take the chance.
Most who don’t have this problem don’t realize the degree
of severity involved, so those who suffer from peanut
allergens have to remain ever diligent.

Eating in restaurants can sometimes mean taking a huge risk.
Even when you alert your server to your allergy problems,
many don’t fully understand, and you may be served
something dangerous to you. Because of this, a lot of
people with severe food allergies tend to avoid restaurants
altogether. If you are eating out at a restaurant be sure to
tell the waiter ahead of time of any allergies so they can
be sure to help you make safe food choices and alert the
kitchen. Many people with serious food allergies avoid
eating out altogether since it can be so dangerous and many
people do not understand how serious even the slightest
contact with that particular food can be.

Other than making changes to your lifestyle to avoid the
factors that can trigger an allergic reaction, there are
many different types of medications that you can take. Be
sure to discuss any concerns with your doctor about taking
anti-histamines or any prescription drugs that they can
recommend. Allergy relief is possible, just take these
simple steps to try and remove as much of the allergens
from your life as possible.

Are Allergies Stopping You From Keeping A Pet?

Allergic to pets? You’re not alone. It is estimated that
10-15% of the population shares this sensitivity. And cat
allergies occur twice as often as dog allergies

Allergens, or specific proteins, are to blame for allergic
reactions to pets. These allergens can be found in your
pet’s saliva, urine and dander (flakes of dead skin).

There are ways to prevent allergic reactions to your pets,
but it is important to be able to tell what the truth
really is.

Myth: Pet fur causes allergies to act up.

Allergic reactions are not caused by your pet’s
fur, but rather the allergens that attach themselves to
your pet’s fur. Drifting dander is also a major culprit in
allergic reactions. These allergens can also cause
sensitivity for three years after the pet has gone.

Myth: If I buy a non-allergenic pet, I will not have to
worry about allergies.

All animals have skin and are therefore subject
to dander. Because of this, there is really no
non-allergenic breed to speak of. Some breeds may be less
irritating, depending on individual sensitivities.

Myth: Allergic reactions always start right away.

The longer you are exposed to an animal, the more
allergens will accumulate. Allergies tend to peak within
12 hours of handling the pet.

Myth: I am allergic to pets, so I can never have one.

It is possible for some people with pet allergies to live
comfortably with a furry or feathered companion, depending
on their sensitivity level. There are ways to help reduce
allergy symptoms by reducing your exposure to allergens.

Cats seem to be the most allergenic pets due to secretions
of an allergen called Fel d1 that are transferred to the
fur when the cat is cleaning itself. Male cats produce
more Fel d1 than females.

It has also been found that proteins in the urine of cats,
dogs, ferrets, guinea pigs hamsters and mice can cause
allergic reactions.

Myth: Younger animals are just as likely to trigger
allergic reactions.

Because dander is caused by old, dry skin, babies are less
likely to produce it and therefore less likely to irritate
allergies. It may take several months for young animals to
produce dander. You should keep this in mind if you are
considering getting a pet. Many people find they have no
trouble with kittens or puppies, but once they develop
dander, the allergies act up and the distraught owners
must get rid of their new pets.

But by following a few steps, it may be possible for you
to eliminate most of these allergens.

- Cover your mattress and pillow with plastic covers to
keep them clean

- Install hard wood flooring and use washable throw rugs,
which are easier to clean

- Make it a point to clean often

- Use HEPA filters in your vacuum cleaner

- Keep bedroom doors closed and pets out

- Brush your pets outside and clean yourself up
immediately (you may also want to cover your mouth
and nose to prevent inhalation of dander

- Talk to your doctor about allergy medications

- Consider keeping your pets outside

- Fish and reptiles make great pets, too

Mold Allergies

A single mold spore is a tiny, microscopic little thing that usually thrives in damp places. Yet for its diminutiveness in size, mold spores can be deadly to people who have allergic reactions to them.

Most allergies start with airborne allergens. And while mold spores often stick to walls and surfaces, because they are so tiny, they can easily float in the air when disturbed. A person with mold allergies can easily breathe these mold spores, permitting them to pass through the nasal passages and to the lungs, triggering an allergic reaction.

Mold allergies are even more common than pollen allergies. That’s because pollen allergies are often seasonal, like ragweed during the fall, grass pollen in the spring, and cedar fever in December or January. With mold allergies, however, it’s different. Molds can affect you at night, with little regard to seasons. And while pollens are released during the day when sunlight dries the pollen and the wind picks them up and spreads them around, mold cannot tolerate sunlight and hence only goes off during the night. The process is called “sporulation,” which is different from pollen’s pollination.

The highest mold counts occur in our homes around 2:00 a.m. because that’s the time when spores blow out of our air-conditioning systems and spread throughout the house. The first thing that happens during the onset of mold allergies is swelling in the mucus membrane. This is then followed by the release of adrenaline, your emergency allergy hormone. The release of adrenaline is also the reason why you suddenly find yourself waking up in the wee hours of the morning and wondering why you can’t breathe through one nostril.

To control allergic reaction to molds, the first step is to recognize the triggers. Because once you do, you’ll at least know when to avoid them. You can also have an allergist test you for positive response to mold. However, the problem with this is that there are far too many species and mutant varieties of molds that it’s difficult to test you for every single one of them. One thing you should know if you have mold allergies is that molds need a place to grown on and a source of nutrients. Damp places are their personal favorites, but the dust in your air conditioning system may also provide them with nutrients to support them.

Here are common places where mold colonies may thrive: br>
Damp areas, leaks, etc.
Dusty or musty papers, cardboard, carpet, upholstered furniture and bedding
Damp wood, such as house framing wet from rain during construction, or for that matter, before the construction even began
Air conditioners insulation, coils, and drain pans, even in furnaces and automobiles
Pans under frost free refrigerators
Poor filters

Another place where molds may grow is your car. Researchers have noticed that many people suffered mold allergies in their cars with symptoms like sinus problems, asthma, drippy nose, and headaches. The cause of this was attributed to leaky windows or doors, often the result of aged weather stripping. This causes water to leak in and wet the carpet of upholstery, contributing to mold growth.

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