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Smoking bans 'cut heart attacks'

Bans on smoking in public places have had a bigger impact on preventing heart attacks than ever expected, data shows.

Smoking bans cut the number of heart attacks in Europe and North America by up to a third, two studies report.

This "heart gain" is far greater than both originally anticipated and the 10% figure recently quoted by England's Department of Health.

The studies appear in two leading journals - Circulation and the Journal of the American College of Cardiology.

Heart attacks in the UK alone affect an estimated 275,000 people and kill 146,000 each year.

Big impact

Earlier this month it was announced that heart attack rates fell by about 10% in England in the year after the ban on smoking in public places was introduced in July 2007 - which is more than originally anticipated.

But the latest work, based on the results of numerous different studies collectively involving millions of people, indicated that smoking bans have reduced heart attack rates by as much as 26% per year.

If you are a smoker, the single biggest thing you can do to avoid a heart attack is to give up, which could also protect the heart health of friends and family

Ellen Mason of the British Heart Foundation
Second-hand smoke is thought to increase the chances of a heart attack by making the blood more prone to clotting, reducing levels of beneficial "good" cholesterol, and raising the risk of dangerous heart rhythms.

Dr James Lightwood, of the University of California at San Francisco, led the Circulation study that pooled together 13 separate analyses.

His team found that heart attack rates across Europe and North America started to drop immediately following implementation of anti-smoking laws, reaching 17% after one year, then continuing to decline over time, with a 36% drop three years after enacting the restrictions.

Dr Lightwood said: "While we obviously won't bring heart attack rates to zero, these findings give us evidence that in the short-to-medium-term, smoking bans will prevent a lot of heart attacks.

"This study adds to the already strong evidence that second-hand smoke causes heart attacks, and that passing 100% smoke-free laws in all workplaces and public places is something we can do to protect the public."

Ellen Mason, of the British Heart Foundation, said: "These studies add to the growing evidence that a ban on smoking in public places seems to have a positive impact on heart attack rates, which is clearly good news for our nation's heart health.

"The statistics also show how quickly the benefits can be felt after a smoking ban is implemented and indicate how dangerous second-hand smoke can be to the heart.

"If you are a smoker, the single biggest thing you can do to avoid a heart attack is to give up, which could also protect the heart health of friends and family."

Latest figures show at least 70,000 lives have been saved by NHS Stop Smoking Services in the 10 years since they were established in England.

Daily Aspirin Cuts Colon Cancer Risk in People Genetically Prone to the Disease

Colon cancer is one of the most common cancers in the United States, diagnosed in more than 130,000 new patients each year. For most people, the life-time risk for developing colon cancer is about six percent, but the risk is more pronounced for those with hereditary colon cancer syndromes. Patients who have inherited one of these syndromes have an extremely high risk for developing colon cancer, approaching 90 to 100 percent. However, European researchers say people with the most common of these syndromes, Lynch syndrome, could significantly reduce their chances of developing colon cancer by taking daily doses of an inexpensive over-the-counter drug that’s been around for better than a century and continues to be at the forefront of emerging science—aspirin.

The researchers came to this conclusion after following 1,071 people with Lynch syndrome, which accounts for about five percent of all colon cancer. For about four years, half of the participants were given daily doses of 600 milligrams of aspirin, while the other half received a placebo. Tests done 29 months into the study showed no difference in colon cancer rates, but a follow-up after four years detected a significant difference. “To date, there have been only six colon cancers in the aspirin group as opposed to 16 who took placebo,” said John Burn of the Institute of Human Genetics at Newcastle University in Britain, who led the study. “There is also a reduction in endometrial cancer.”

A previous study by Harvard Medical School researchers found that regular use of aspirin may reduce the mortality risk of colon cancer by more than half by inhibiting the enzyme COX-2, which promotes inflammation and cell division and is found in high levels in tumors. The Harvard study showed that people who tested positive for COX-2 benefited more from aspirin use than those without the enzyme. But Burn has another explanation for aspirin’s protective effect. He theorizes that aspirin targets faulty stem cells, destroying them before they mutate into pre-cancerous cells. “If aspirin reduced the chances of such cells surviving, this would explain our results,” he said.

Others aren’t convinced of Burn’s theory. “There’s something weird going on here that’s outside of what we normally see,” said Alfred Neugut of Columbia University Medical Center in New York, who has done similar work but was not involved in the European study. “Reducing cancer is a wonderful thing, but there is something else going on here that we don’t understand.”

Despite skepticism, Burn says the team is “delighted” with the study results, “all the more so because we stopped giving the aspirin after four years, yet the effect is continuing.” He said previous trials may not have been long enough to prove aspirin’s benefit, which is one reason their study targeted people with Lynch syndrome, because they who are likely to develop cancer more quickly. “The benefits are probably not seen in the general population for at least ten years,” he said.

Burn presented the study results in Berlin at a joint meeting of the European Cancer Organization and the European Society for Medical Oncology. The team’s future plans include a study to find out whether a lower dose of aspirin will also stave off colon cancer.

source: http://www.healthnews.com/family-health/daily-aspirin-cuts-colon-cancer-risk-people-genetically-prone-disease-3700.html

10 top ways to make money

If you're looking at ways to supplement your income, here are some options other than working behind a bar or stacking shelves at a supermarket.

1 Police ID parades
Taking part in identity parades is easy money - you just have to stand there - but work is irregular and may depend on your appearance. Many police forces now use video line-ups but you can still get a one-off fee of £10 for being filmed.

Average pay: £10 for the first hour, £5 for every hour after that.
More info: ask at your local police station.

2 TV/film extra
Production companies need people of all shapes and sizes and if you're over 18 but look younger you'll be especially popular, as you can save them the cost of a chaperone for a child actor. Don't expect to meet the stars, though.

Average pay: £80 a day, with bonuses for things like providing your own costume or doing a 'walk-on'. Overtime is paid at around £11 an hour.
More info: there's a list of extras agencies at UK Screen

3 Campus brand manager
All sorts of companies hire students to promote them on campus, from film distributors to sportswear firms. You'll get plenty of opportunities to demonstrate your business acumen, but the work can be time-consuming.

Average pay: £300 a term, though some firms only pay on a commission basis.
More info: look for notices on student job boards.

4 Trading on eBay
'The World's Online Marketplace' has one million registered users in the UK alone so there's bound to be someone who'll pay for anything you have to sell. Start with stuff you don't want (old CDs, clothes, toys) to get a feel for it.

Average pay: the sky's the limit - but unless you're selling something rare or valuable, don't expect to make a fortune.
More info: go to eBay and click on 'eBay explained'.

5 Pose as a life model
You don't have to be beautiful or in particularly great shape but you do have to patient, able to sit still and perhaps not wince at what an artist makes of you. But good models are in demand.

Average pay: from £6 or so an hour clothed, to £7 or so an hour unclothed outside London; a little more in the capital.
More info: contact art colleges and adult education colleges near you.

6 In-store demonstrator
There's lots of work for confident, personable people in supermarkets and department stores. You might be required to show off your ironing skills, hold a food tasting or demonstrate a new kitchen gadget, for example. Hours are often in the evenings or during weekends so can fit around your studies.

Average pay: varies, but can be up to £10 an hour.
More info: search for 'field marketing agencies' on the Internet.

7 Event stewarding
Concerts and sports fixtures employ a small army to help with organisation. The necessary training will be provided on the day but don't view the job as a free ticket. Stewards at football matches, for example, are expected to face the crowd, not watch the game.

Average pay: rates start at £5 an hour; with training you can earn up to £15 an hour.
More info: try Recruit Event Services.

8 Blogging

There best way to make money through blogging is by placing advertising banners alongside your blog. An array of third party tools are available for setting up these ads, Google’s AdSense remains one of the more popular solutions. Just establish yourself a decent blog, configure the ads and see what happens.

Average pay: This will range widely depending on how many people visit your blog and click on the sponsored links.
More info: see Wordpress for starting a blog and Google Adsense for setting up your sponsored links

9 Mystery shopping
Some men would pay good money not to go shopping, but 'mystery shoppers', on the other hand, get paid instead. It's not just about going to shops but perhaps to restaurants, bars or to stay in a hotel and report on how the customer's being treated. You'll get all the money for your meals, drinks or bills repaid and you may get to keep the shopping, too - unless, of course, it's diamonds.

Average pay: from £6 a visit, but could be as much as £100 a day.
More info: try the Mystery Shopping Agency on 020 8325 8974 or Retail Eyes

10 Internet researcher
You may have grown up taking the Internet for granted but there are plenty of people who aren't familiar with it or are too busy to spend time on it. So if you're skilled at extracting information from a web search, you can hire yourself out as a researcher for people like lawyers and writers.

Average pay: £10 an hour
More info: look for notices on student job boards or contact likely clients in your area

WHO Seeks To Reassure Public About Swine Flu Vaccine Safety

Following media reports raising concern about the safety of vaccines for the swine flu pandemic, the World Health Organization (WHO) issued a statement yesterday reassuring the public about the regulatory procedures for the licensing and approval of pandemic vaccines, which they said are rigorous and do not threaten safety or quality.

Dated 6 August, and issued from Geneva, where the WHO has its headquarters, the world agency said that vaccines are one of the most important medical devices for minimizing illness and deaths during a pandemic, but to be effective they have to be available quickly and in very large quantities.

If all goes to plan this swine flu pandemic will be the first where vaccines are available in time to anticipate a large surge in infections.

The 1918 pandemic killed an estimated 50 million people worldwide (according to WHO figures); there was no vaccine at all in those days.

And the most severe phases of the 1957 and 1968 pandemics were over by the time the vaccines were ready.

In 2007 the WHO got together with manufacturers, health officials and regulators worldwide to look at what would be needed to ensure the world was ready if another pandemic virus should emerge, and how to shorten the time between the arrival of a new pandemic virus and the production and availabiity of effective vaccines. A key step in that process is vaccine regulation and approval.

When they looked at the whole process and zoomed in on certain parts, they could see how to shorten some of the steps without reducing vaccine effectiveness and safety.

For example, in some cases pandemic vaccines are not entirely "new" because manufacturers can build on existing technology used to make seasonal flu vaccine, and much of the infrastructure for testing and regulatory control, including a vast reservoir of safety data, is already in place.

In this respect, approving a pandemic vaccine is similar to the steps taken to approve a new strain of seasonal flu vaccine, a routine occurrence every year when vaccines change to match the viruses circulating in the Northern and Southern Hemispheres, said the WHO.

Another example of where the timescale can be shortened without compromising vaccine quality and effectiveness is to require less data from those manufacturers who already have a vaccine licence and have said they will use the same process to make pandemic vaccine. Those procedures already exist.

The European Medicines Agency, the regulatory body for the European Union, uses a rolling review procedure. This allows manufacturers to submit data required for a single approval application as it becomes available, as opposed to waiting until the end of all the trials cited in the application.

The WHO said given the safety record of season vaccines, they expect adverse events to be rare, and like seasonal vaccines, many that occur will probably be coincidental with time of vaccination and not necessarily caused by vaccination.

However, they did say, that in order to meet the timescale, full clinical testing of the vaccines will not have completed by the time the first batches are being administered and the test results will most likely roll out in parallel with vaccination programmes.

For these reasons, the WHO advises:

"All countries administering pandemic vaccines to conduct intensive monitoring for safety and efficacy."

They said that many countries already have plans in place to do this, and on a more positive note remind the public that mass vaccination programs can generate a lot of safety data in a short space of time, a matter of weeks, they said.

Another important factor in helping things move fast will be how data is collected and shared. The WHO said that the post-marketing surveillance data will be collected in line with protocols that follow a standard developed by the WHO so that it can be reported as it happens, in real time, and relayed worldwide via the WHO website.

According to the Los Angeles Times, the WHO also announced yesterday that manufacturers will be delivering the first doses of vaccine for pandemic H1N1 flu in September.

The first batches will be limited, but more are expected in October, said the LA Times report.

One of the media reports that questioned the safety of the new swine flu vaccine was a BBC Radio 4 documentary that alleged little or no data exists on the safety of flu vaccines in young children and pregnant women, two of the groups that will be targeted in the swine flu vaccination campaign.

There have been no trials of swine flu vaccies on pregnant women, said the BBC, which also noted that in 1976 the US government vaccinated 45 million for a swine flu outbreak that never happened.

However, following that campaign, 500 people were in a coma with a rare neurological condition called Guillame Barre syndrome and 25 of them died.

Peter Smith, Professor of tropical epidemiology at the London School of Hygiene and Tropical Medicine, who also happens to chair the WHO's global advisory committee on vaccine safety, is one of the experts that remain mystified by the reaction.

Smith told the BBC that reaction has "not really been observed with subsequent influenza vaccines".

He said the experience influences the way in which the US treats all new vaccines.

Health experts think it is highly unlikely that such a reaction will happen again.

-- Safety of pandemic medicines (WHO).

curing and treating back pain

BACK PAIN
Back pain is one of the leading reasons for doctor’s visits and missed workdays. Over
80 percent of adults experience low back pain sometime during their life and it can
range from mildly uncomfortable to completely debilitating.
We rely on our back for almost every move we make. It takes a great deal of stress
and is particularly vulnerable to injury. The area most at risk of injury is the lower
back, or lumbar region, because it has the greatest curve and supports most of the
body’s weight. Because the back is a complex network of bones, joints, muscles, ligaments,
disks, and nerves, infl ammation or injury to any of these parts can cause acute
or chronic pain. The most common cause of back pain is improper or heavy lifting or
a sudden awkward movement.
Often back pain will resolve within a few weeks, with or without medical attention.
There are numerous drugs that are used to reduce pain and infl ammation,
but they can cause a range of unpleasant side effects. There are also many natural
treatments, including supplements, acupuncture, and chiropractic, that can offer signifi
cant benefi ts for reducing pain and improving healing.
Back Pain
• Pain, aching in the lower or middle back
• Radiating pain to the hips or neck
• Arthritis: Spondylosis is a type of arthritis affecting the spine as a result of the degenerative
changes in the spine that often come with aging
• Constipation
• Heavy or improper lifting
• Herniated disc occurs when a disc in the spinal column bulges out and presses on
a nerve; if the disc impinges the sciatic nerve, the condition is called sciatica, which
causes sharp, shooting pain through the buttocks and back of the leg
• Inactivity (poor muscle strength and fl exibility)
• Injury (car accident or a fall)
• Obesity and pregnancy
• Osteoporosis
• Tumour or infection of the spine

Back Pain
Dietary Recommendations
Foods to include:
• Eat a high-fi bre diet, as constipation can worsen back pain.
• Fish and fl axseed contain essential fatty acids, which can help reduce pain and infl ammation.
• Fruits and vegetables contain essential vitamins and minerals that help your body cope
with stress (back pain).
• Herbal teas with ginger or green tea provide antioxidants that help reduce infl ammation.
Foods to avoid:
• Fast foods and processed foods are typically high in saturated fats, sugar, and calories,
which can affect your ability to manage your weight.
• While alcohol may temporarily make you feel better, it can worsen infl ammation and lead
to nutrient defi ciencies that can negatively affect nerve, muscles, and bones.
SMOKING AND BACK PAIN
While many smokers feel that smoking lessens pain, it actually has the opposite effect.
Studies have found that smoking can actually contribute to back pain and worsen the
likelihood of developing a herniated disc. It is thought that smoking causes malnutrition
of spinal discs, which in turn makes them more vulnerable to mechanical stress.
Smokers also have diminished oxygen levels in their spinal tissues, which can hinder the
healing process.
DOCTOR’S ORDERS
The treatment of back pain depends on the underlying cause. If it is acute pain due
to strain or lifting, a short period of rest may help. However, being inactive for longer
than that can do more harm than good. Light activity, such as walking and stretching,
can actually speed healing and recovery.
Depending on the cause and severity of your pain, your doctor may recommend
physiotherapy. Physiotherapists offer a range of treatments, such as heat, ice, ultrasound,
electrical stimulation, and muscle-release techniques, to reduce pain. They also
advise on specifi c exercises to increase your fl exibility, strengthen your back and abdominal
muscles, and improve your posture. Exercise can help pain from recurring.
Medications, such as pain relievers, anti-infl ammatories, and muscle relaxants,
may be recommended. Always use the lowest possible dose to minimize side effects
and don’t rely on medications over the long term unless you have a chronic problem
and are under close medical supervision.
Surgery is always considered a last resort for dealing with severe back pain caused
by a herniated disk.


Lifestyle Suggestions
• Exercise regularly to strengthen your muscles and improve fl exibility. Having strong abdominal
and back muscles helps to reduce the risk of injuries and having good fl exibility in
your hips and legs will take the strain off your back. Walking, swimming, Pilates, yoga, and
stretching are good choices.
• Don’t smoke, as this can worsen pain and prevent healing.
• Wear a back support or brace if you are doing heavy lifting.
• Maintain a healthy body weight to reduce strain in your back muscles.
• Studies have shown that acupuncture, chiropractic, and massage are effective therapies for
easing back pain.
• Apply cold and then heat to your back to soothe sore and infl amed muscles. If you have
just strained your back, apply ice (wrapped in a towel) for 10–20 minutes several times a
day. Use ice as long as spasms persist. Then you can apply heat using a heating pad or hot
water bottle for 20 minutes.
• Use a topical cream that contains capsaicin, a hot pepper extract that reduces pain at the
nerves. Four studies have found signifi cant benefi ts for reducing lower-back pain. Look for
a product that contains 0.025–0.075 percent capsaicin and apply three times daily. Do not
apply to broken skin. Wash your hands after applying this cream as it can cause burning.
• When standing for long periods of time, alternate placing your feet on a low foot stool to
take some pressure off your lower back.
• If your job involves sitting, use a chair with good lower back support and arm rests. Keep
your knees and hips level and use a foot rest.
• Medium-fi rm mattresses are best for those with back pain. To recover from a backache,
put a pillow under your knees when lying on your back or between your knees when on
your side to ease the pressure on your back.
• Use proper form when lifting (see below).
PROPER LIFTING TECHNIQUE
When lifting objects, keep your back straight, bend only at the knees, and let your legs
do the work. Hold the object close to your body and avoid lifting and twisting at the
same time. Have a partner help you when lifting heavy objects.
Top Recommended Supplements
Devil’s claw: Reduces infl ammation and back pain, particularly due to osteoarthritis. Several
studies have found benefi ts. Dosage: Look for a product that provides 60 mg of harpagoside
(active constituent) and take twice daily. Avoid using if you have heartburn, ulcers, or
gallstones.
Fish oil: Reduces pain and infl ammation. Studies have found it helpful for reducing symptoms
of arthritis, back pain, and neck pain. Dosage: 3–6 g daily of combined EPA and DHA.
S-adenosylmethionine (SAMe): Reduces infl ammation and pain and improves joint mobility
in those with arthritis and degenerative joint disease. Some studies have even shown
SAMe to be as effective as anti-infl ammatory drugs. Dosage: 400–1,200 mg daily.
Back Pain

Complementary Supplements
Boswellia: Reduces pain and infl ammation due to arthritis. Dosage: 400–600 mg of a product
that contains 40–60 percent boswellic acid three times daily.
Enzymes: Bromelain, chymotrypsin, papain, and trypsin have been shown in some studies
to help reduce infl ammation and pain caused by trauma, surgery, sports injuries, and arthritis.
Follow product directions.
Glucosamine: Reduces pain and prevents the progression of osteoarthritis. Most studies
have focused on its effects on hip and knee osteoarthritis, but it may offer benefi ts for the
back as well. Dosage: 1,500 mg daily.
White willow: Reduces pain and infl ammation. Studies have found it effective for treating
low back pain. The active component is salicin, which is similar to aspirin, only it is better
tolerated. Dosage: 60–240 mg salicin daily.
FINAL THOUGHTS
When dealing with back pain, remember the following:
1. For acute injuries, apply cold and then heat, and do light exercises.
2. To prevent injuries, exercise to increase strength and fl exibility, use proper lifting
techniques, and use proper form for sitting and standing.
3. Acupuncture, chiropractic, and massage can help relieve back pain.
4. For pain relief, use a cream containing 0.025–0.075 percent capsaicin and apply
three times daily.
5. Supplements of devil’s claw, fi sh oils, and SAMe offer benefi ts for reducing pain
and infl ammation. Boswellia, enzymes, glucosamine, and white willow may also
offer benefi ts.
Back Pain

curing and treating autism (Autism Spectrum Disorders)

AUTISM (AUTISM SPECTRUM DISORDERS)
Autism is a neurodevelopmental disorder marked by mild to severe delays in communication
and social skills. There is a broad range of symptoms and degree of severity
with autism, hence the medical name autism spectrum disorders (ASDs). Signs and
symptoms usually appear before age three and continue throughout life. Some children
learn to cope with their unique needs while others need a lifetime of support.
In addition to problems with communication and general social interactions, children
with autism are often disengaged from the world around them and may develop
unusually focused interests. Intelligence also greatly varies with children with autism,
from below average to genius.
Autism is the most common neurological disorder affecting children and one of
the most common developmental disabilities affecting Canadians. Statistics suggest
that autism strikes one in every 150 children, and occurs three to four times more
often in boys than in girls.
The actual cause of autism is not known, but there appear to be abnormalities in
several regions of the brain that affect behaviour and communication. This may result
from a combination of genetics and environmental factors, such as toxins and heavy
metals, which cause infl ammation and oxidative stress in the brain.
Researchers are also looking into the gut-brain link. Many children with autism
have digestive problems (diarrhea and constipation) and there are reports showing
that symptoms of autism are worsened by certain dietary factors, particularly milk
or wheat products. It is thought that food sensitivities may cause alterations in the
normal gut fl ora (bacteria), which impair the absorption of essential nutrients, thus
affecting normal development.
Another possible factor involved in ASD is the use of vaccines, particularly those
containing thimerosal, a preservative that contains mercury. The measles-mumpsrubella
(MMR) vaccine has been implicated in many cases. Overall, the issue of
vaccination has been a subject of great debate, with studies both supporting and
denying the connection.
There is no cure for autism, but early diagnosis and treatment can help improve
quality of life for children with an ASD. There are a variety of specialists that can help
children with learning and communication disabilities. Proper nutritional support is
essential, and supplements can also be helpful.
The signs and symptoms of autism vary widely and are grouped into three different
areas: behaviour, language, and social skills.
Behaviour
• Inability to cope with changes in routines or unexpected situations
• May fi dget or exhibit repetitive movements, such as head banging or rocking
• May become inconsolable or explosive
• May develop strict patterns of behaviour and become upset if they can’t be followed
precisely

Autism (Autism Spectrum Disorders)
• May develop narrow interests that exclude them from others
• May be unusually fi xated on or highly sensitive to noise, light, movement, sound,
touch, and textures
• May use toys, books, and games in unusual ways
• May have picky eating habits
• May suffer from digestive problems such as upset stomach and diarrhea
Language
• Abnormal tone or rhythm (may speak in a robotic way)
• Cannot participate in a conversations; most expression is one-way
• Delayed or non-existent use of language
• Inappropriate language and expressions; makes odd noises
• Loss of previously acquired words
• Unusual speech patterns, repeated words or phrases
Social Skills
• Cannot maintain eye contact
• Diffi culty making and keeping friends
• May be inattentive or appear to not be listening
• May prefer to be alone, engaged in solo play longer than is age appropriate
• May react negatively to being in large group settings, or being touched or bumped
• May not understand or be able to correctly interpret non-verbal communications such
as facial expressions
• May blurt out inappropriate comments; appears thoughtless, insensitive
• Rigid; may have strict rules of conduct and react negatively when parents, siblings, or
others “break the rules”
SIGNS OF AUTISM IN INFANTS AND TODDLERS
Be on the lookout for the following signs. If your infant or toddler does the following,
see your doctor:
• Does not make eye contact and/or interact as expected with parents, family, pets, or
surroundings
• Does not make baby noises by the fi rst year
• Does not make hand gestures, point, or wave by the fi rst year
• Does not say single words by 16 months
• Does not make two-word phrases by two years of age
RISK FACTORS

Autism (Autism Spectrum Disorders)
• If your child experiences loss of language or social skills at any time
• If your child reacts in an unusual way or negatively to touch, sounds, movement, or
light
• Diffi culty or trauma during pregnancy or childbirth (breech position); premature birth
• Digestive system problems
• Environmental exposure: Heavy metals such as lead and other toxins
• Heredity: Those who have a child with ASD have a one in 20 chance of having a second
child with the disorder
• Low Apgar score after birth (a test done right after birth that measures a baby’s heart
rate, breathing, activity and muscle tone, grimace response, and appearance)
• Parental history of schizophrenia, depression, or bipolar disorder
• Vaccination (not a proven risk factor, but several reports have linked the measlesmumps-
rubella vaccine to autism)
DOCTOR’S ORDERS
Currently, there is no defi nitive way to diagnose autism. If signs and symptoms exist,
a doctor will do a complete examination and medical history of the child and family.
If no other condition is found, the child is usually sent to a developmental specialist
or team of specialists that include doctors, psychologists, physiotherapists, speech
and language therapists, and occupational therapists. Usually the child is screened
over the series of appointments, and parents, caregivers, and teachers are asked to fi ll
out a variety of questionnaires regarding language and social interactions.
Treatments for autism may include special schools or programs tailored for children
with autism; behavioural therapy and social skills training; speech, occupational,
and physical therapy; and prescription medications that address symptoms such as
anxiety, anger management, and repetitive movements.
Intervention at a young age can help a child with autism to break out of his or her inner
world and participate in social interactions. Nutrition and supplements can also offer support.
Dietary Recommendations
Children with autism vary so greatly that broad dietary recommendations are not possible.
However, it is critical to try to get these children to eat a healthy diet with as much nutrition
and variety as possible. This is easier said than done because they can be highly sensitive
to taste and texture and eat only a handful of foods. Be patient and prepared for a lot of
experimenting. Exposing children to different foods and encouraging trying new foods is an
important social skill for them to learn.

Foods to include:
• Cultured dairy, such as yogurt and kefi r, contains benefi cial bacteria that support intestinal
health, immune function, and aid in the elimination of toxins.
• Ensure adequate protein intake. Choose free-range poultry, wild fi sh, beans, and legumes.
• Include fresh organic fruits and vegetables as tolerated, and whole grains (brown rice,
whole oats, millet, amaranth, and quinoa).
• Include healthy fats such as extra-virgin olive oil, hemp oil, or fl axseed oil. Coconut oil is
suitable for cooking. Use ghee (clarifi ed butter) instead of regular butter or margarine.
• Medicinal food blends, such as Learning Factors (by Natural Factors), contain a blend of
essential nutrients, protein, and neutraceuticals to help support proper brain function and
overall health.
Foods to avoid:
• Processed, refi ned, and fast foods contain lots of sugar, starch, saturated and trans fats,
and are low in nutritional value.
• Read labels and avoid foods that contain ingredients such as additives, fl avour enhancers
(MSG), artifi cial sweeteners (aspartame, saccharin), colourings, dyes, and preservatives
such as nitrates, sodium benzoate, sulphites, BHA, and BHT. These chemicals can be a
problem for those with autism. If you have trouble reading or pronouncing an ingredient,
chances are you should avoid that food.
• Food allergies may contribute to symptoms of autism. Common allergens include: gluten
(a protein found in wheat, rye and barley) and casein (found in dairy). Many children with
autism improve signifi cantly on a strict gluten and casein free diet. To rule out potential
sensitivities, try an elimination diet as outlined in Appendix D.
Lifestyle Suggestions
• Social skills training is imperative; visit your local Learning Disability Association for guidance.
• Social skills opportunities; fi nd daycares, schools, camps, and clubs for children with autism
spectrum disorders.
• Massage and acupuncture may be helpful.
• Regular exercise is important to developing gross and fi ne motor skills (though autistic
children may not cope well in a typical sports team, so look for individual sports such as
martial arts and swimming).
• Water therapy and the use of animals, under supervision, to draw out children are
encouraged.
• Music and art may be helpful.
• Exposure to new activities in safe settings (always prepare your child for a new activity and
advise the teacher or coach of your child’s needs).
• Family support—this cannot be overemphasized; families of children with autism need a
huge amount of emotional support.
• Seek out as many government support programs as your province has available.
Autism (Autism Spectrum Disorders)

Top Recommended Supplements
Essential fatty acids: Essential for proper brain development and function; defi ciency is
common in children with autistic spectrum disorders. The omega-3 fatty acids EPA and DHA
(from fi sh oil) are particularly important for brain development and function. Some studies
have also shown benefi ts with evening primrose or borage oil supplements, which provide
GLA (an omega-6 fatty acid). Typical dosages: 600 mg EPA and 175 mg DHA. If borage or
evening primrose oil are added, the daily dosage is enough to supply 60 mg of GLA.
Multivitamin and mineral formula: Children with autism may be defi cient in certain
nutrients, which can hamper proper brain and nervous system function. In particular, the
B-vitamins (especially B6), vitamin C, magnesium, selenium, and zinc are necessary for the
brain and nervous system and production of neurotransmitters. Choose a product that is
free of chemical additives and dyes.
Probiotics: Benefi cial bacteria that support intestinal health, aid digestion of nutrients and
elimination of toxins, and support immune function. Children with autism may be depleted
in benefi cial bacteria and have overgrowth of the fungus Candida albicans, which can affect
behaviour and cognitive function. Dosage: For children over four, give a product that
provides at least one billion live cells daily. Use half that amount for those under age four.
Probiotic supplements are available in capsules, chewable tablets, and powders. Many
require refrigeration.
Complementary Supplements
Carnosine: A substance manufactured in the human body, it is composed of the amino
acids alanine and histidine. Carnosine is highly concentrated in the brain, nervous system,
eyes, and muscle tissue. On preliminary study found that supplements of 400 mg twice daily
signifi cantly improved symptoms of ASD.
Phosphatidylserine: An essential component of all cell membranes that is highly concentrated
in the brain and supports proper function of the brain and nervous system. Dosage:
300–500 mg daily.
FINAL THOUGHTS
To improve the management of ASDs, consider the following:
1. Encourage a healthful diet of organic vegetables and whole grains, free-range poultry,
wild fi sh, beans, healthy oils, and cultured dairy.
2. Avoid or minimize fast foods, processed foods, junk foods, preservatives, and other
chemicals.
3. Encourage regular exercise and try massage and acupuncture.
4. Counselling, social skills programs, and school support can be very helpful.
5. Consider supplements of essential fatty acids, multivitamin/minerals, and probiotics.
Autism (Autism Spectrum Disorders)

Cures and treatments for ADHD

ATTENTION-DEFICIT/HYPERACTIVITY
DISORDER (ADHD)
Attention-defi cit/hyperactivity disorder (ADHD) is a chronic neurobehavioural disorder
that arises in childhood and may continue into the teen years and adulthood.
Children and adults with ADHD may appear inattentive or distracted, hyperactive,
and/or impulsive (act without thinking). These symptoms affect the way they interact
with the world, negatively impacting their ability to function, concentrate, and
excel in school or at work, and affect their efforts to form strong personal relationships.
Because the symptoms of ADHD are disruptive and diffi cult to deal with for
other people, children and adults with ADHD are often unfairly judged and suffer
from low-self-esteem as a result. Children with ADHD are more likely to have a learning
disorder and develop a behavioural disorder. Teens and adults with ADHD are at
greater risk for self-destructive behaviours.
ADHD is the most commonly diagnosed mental health problem among children.
It is estimated that up to 6 percent of Canadian children show symptoms of ADHD,
with males outnumbering females three to one. (Boys tend to be more hyperactive
while girls tend to be more inattentive.) Children with ADHD begin to show signs of
their condition before the age of four, but it is often not diagnosed until the school
years when their inability to conform to school expectations and achieve academic
standards becomes apparent.
There has been a great deal of research on ADHD, but the actual cause is not
known. There are many misconceptions about the disorder. It does not result from
poor parenting skills or low income status. It is thought that ADHD may result from
structural changes in the brain, alterations in neurotransmitter levels, and environmental
and dietary factors.
Brain scans of some people with ADHD have shown smaller basal ganglia and
reduced frontal lobe activity. Basal ganglia, or nerve clusters, are involved in routine
behaviours, and the frontal lobes are involved in planning and organizing, attention,
impulse control, and inhibition of responses to sensory stimulation.
It is thought that those with ADHD may have low levels of neurotransmitters
(chemical messengers) such as dopamine and norepinephrine. Dopamine is involved
in controlling emotions and reactions, concentrating, reasoning, and coordinating
movement. An abnormally low level of dopamine can cause the three primary symptoms
of ADHD: inattention, impulsiveness, and hyperactivity.
“Learning disabilities are the only major disability area where the existence of the condition
is treated with skepticism and where the person who has the condition is blamed
for his or her situation.”
—ADHD Foundation of Canada Web site
Attention-Defi cit/Hyperactivity Disorder (ADHD)

SIGNS & SYMPTOMS

Attention-Defi cit/Hyperactivity Disorder (ADHD)
The hallmark symptoms of ADHD, whether in children or adults, are hyperactivity,
impulsiveness, and inattention. Children may be diagnosed with ADHD if they exhibit
signifi cant and disabling symptoms at home and at school for at least six months. Not
all children with ADHD are hyperactive or impulsive but may have disabling inattentiveness
or easy distractibility. Girls are more likely to suffer from the primarily inattentive
form of the disorder (often referred to as ADD) and are often never diagnosed. Many
adults with ADHD were never properly diagnosed as children and they often suffer serious
problems in their life if they don’t obtain proper treatment.
Signs of hyperactivity:
• Cannot play independently or quietly
• Cannot sit still or fi dgets when sitting
• Restless, jittery, and always moving
• Talks excessively in a loud voice
Signs of impulsiveness:
• Frequently interrupts and blurts out responses
• Impatient, cannot tolerate waiting or line-ups, becomes agitated
• Unable to control impulses, and acts before thinking (such as crossing the street
without looking, making rude comments, or exhibiting dangerous or inappropriate
behaviour)
• May not be able to control frustration and anger
Signs of inattentiveness:
• Cannot focus or concentrate; easily distracted
• Does not pay attention to what he or she has been told
• Has a hard time fi nishing large or involved tasks without frequent reminders to
stay on task
• Is not well organized; may appear forgetful or careless
• May appear to daydream and not listen
The above symptoms mean a child with ADHD may have diffi culty developing healthy
social skills and friendships. Other symptoms may include mild to severe sleeping and
eating problems.
LOOKING FOR ADHD IN ADULTS
The symptoms of hyperactivity, impulsiveness, and inattentiveness are present in
adults, but may be more diffi cult to identify. Here are some of the criteria that doctors
use when diagnosing ADHD in adults:
• A childhood history of ADHD
• Anger and stress management issues

RISK FACTORS

Attention-Defi cit/Hyperactivity Disorder (ADHD)
• Diffi culty having strong personal relationships, or frequently has negative interactions
with people and co-workers
• Diffi culty in controlling impulsive behaviour (reckless driving, drug and alcohol
abuse, other addictions, frequent job changes, fi nancial problems)
• Diffi culty in relaxing; is restless
• Inability to focus on tasks, and cannot make deadlines or complete assigned work
• Forgetful about daily activities (failure to make appointments and commitments)
• Heredity: There are known genes associated with ADHD; having a parent with ADHD
triples your risk of developing the disorder; identical twins are both likely to be affected.
• History of antibiotic use
• Illness or infection (Strep, ear infections)
• Imbalance of neurotransmitters
• Infant or childhood exposure to environmental toxins: preservatives, food additives,
heavy metals (lead and mercury)
• Infants who experience brain trauma during pregnancy, delivery, or after birth are at
greater risk of ADHD.
• Maternal smoking, drug or alcohol use, or exposure to toxins
• Poor nutrition during childhood
• Poor nutrition of mother during pregnancy
ENVIRONMENTAL TOXINS AND ADHD
Preschool children exposed to certain environmental toxins, particularly lead and
PCBs, are at increased risk of developmental and behavioural problems, many of
which are similar to those found in children diagnosed with ADHD. Exposure to
lead, which is found mainly in paint and pipes in older buildings, has been linked
to disruptive and even violent behaviour and to a short attention span. Exposure to
PCBs in infancy may also increase a child’s risk of developing ADHD.
DOCTOR’S ORDERS
There is no defi nitive way to diagnose ADHD. If a child exhibits symptoms of ADHD,
the parents, caregivers, and teachers involved with the child will be asked to fi ll out
a variety of questionnaires regarding the child’s behaviour. A complete physical examination
is also done to rule out other conditions. In some cases, a psychological
assessment is done.



The typical medical approach to the management of ADHD is the use of psychostimulant
drugs, which boost levels of neurotransmitters (dopamine) in the brain.
Although these drugs help relieve symptoms in some children, they don’t cure ADHD
and they can cause troubling side effects, such as diffi culty falling or staying asleep,
loss of appetite and weight, and upset stomach. Some children develop jerky muscle
movements, such as grimaces or twitches (tics). These drugs may also cause reduced
growth rate in children and may negatively impact brain development.
The most commonly prescribed medications for treating ADHD include:
• Dextroamphetamine/amphetamine (Adderall)
• Dextroamphetamine (Dexedrine)
• Methylphenidate (Ritalin or Concerta)
Atomoxetine (Strattera) is a non-stimulant medication for ADHD that is believed to
provide the brain with a steady supply of norepinephrine.
Sometimes children with ADHD are prescribed antidepressants if they do not respond
to stimulants. These drugs also cause a variety of unpleasant side effects such
as sleeping problems, dry mouth, irregular heartbeat, and changes in appetite. The
younger the child, the more susceptible he or she is to the side effects.
Counselling and family and school support are other key parts of treatment. It
can be demanding and frustrating for parents dealing with a child with ADHD and
equally diffi cult for the child. A holistic strategy that incorporates counselling along
with nutritional and lifestyle strategies, patience, and perseverance are essential. Drug
therapy should be considered only as a last resort.
Dietary Recommendations
A nutritious, whole foods diet is essential for the management of ADHD. Some individuals
with ADHD have food allergies or sensitivities that can cause infl ammation in the gut and
worsening of ADHD symptoms. The most common allergens are wheat, yeast, dairy, corn,
soy, and food additives (preservatives, dyes and chemicals). To determine potential food allergies,
consider an Elimination Diet as outlined in Appendix D.
Foods to include:
• Cultured dairy, such as yogurt and kefi r, contains benefi cial bacteria that support intestinal
health, immune function, and aid in the elimination of toxins.
• Eat fresh organic fruits and vegetables as tolerated, and whole grains (brown rice, whole
oats, millet, amaranth, and quinoa).
• Ensure adequate protein intake. Choose free-range poultry, wild fi sh, beans, and legumes.
• Include healthy fats such as extra-virgin olive oil, hemp oil, or fl axseed oil. Coconut oil is suitable
for cooking. Use ghee (clarifi ed butter) instead of regular butter or margarine.
• Medicinal food blends, such as Learning Factors (by Natural Factors), contain a blend of essential
nutrients and protein to help support proper brain function and overall health.
Attention-Defi cit/Hyperactivity Disorder (ADHD)

Attention-Defi cit/Hyperactivity Disorder (ADHD)
Foods to avoid:
• Fast foods, processed foods, and junk foods, such as hot dogs, burgers, french fries, snack
cakes, cookies, sugary breakfast cereals, which are high in sugar, refi ned starch, saturated
and trans fats, and preservatives and are also low in nutritional value.
• Read labels and avoid foods that contain ingredients such as additives, fl avour enhancers
(MSG), artifi cial sweeteners (aspartame, saccharin), colourings, dyes, and preservatives such
as nitrates, sodium benzoate, sulfi tes, BHA, and BHT. If you have trouble reading or pronouncing
an ingredient, chances are you should avoid that food.
Lifestyle Suggestions
Here are some suggestions for helping children with ADHD both at home and at school:
At home:
• Provide support, patience, and love. Children with ADHD exhibit behaviour that can be
trying. Despite this, they need as much positive feedback as possible as they work toward
correcting these problems.
• Provide structure and realistic expectations. Children with ADHD need to know what’s
expected of them and they need these expectations to be enforced. Be consistent.
• As your child develops better coping mechanisms and social skills, he or she will be better
able to cope with demanding situations. Until then, avoid triggers for bad behaviour such
as line-ups, restaurants, etc.
• Avoid overstimulation or keep stimulating activities to under two hours.
• Provide support at home for organizing personal belongings. Keep bins clearly labelled,
and a white board with the weekly agenda in plain sight.
• Make physical activity a priority and limit their TV, video game, and computer times to less
than two hours per day.
• Keep any discussions clear and brief.
At school:
• Discuss your child’s ADHD with school administration and all teachers or aides who interact
with your child. If the school or teacher is unresponsive, do not give up.
• Be assertive. You are your child’s best advocate. Don’t be shy to ask the school for what
your child needs such as reading or writing aids or occupational therapy.
• Create a personal learning program suited to your child. School boards call these programs
by different names, but they describe what accommodations your child warrants in
the classroom, and also typically function to enable the school to apply for fi nancial support
for resources and teaching aids.
• Have your child sit close to the front of the class or teacher’s desk, beside model students
and away from distractions.
• Have the teacher give your child responsibilities in the classroom, which allow him or her
to move around with purpose.
• Break large tasks down into manageable assignments. Have a daily agenda and create
clear expectations and consequences for classroom behaviour.

Top Recommended Supplements
There are many supplements that can provide nutritional support to children with ADHD.
These supplements may be taken in conjunction with prescription medications, but always discuss
any supplements with your doctor or pharmacist before giving to a child on medication.
Essential fatty acids: Essential for proper brain development and function; defi ciency is
common in children with ADHD. The omega-3 fatty acids EPA and DHA (from fi sh oil) are
particularly important for brain function and the proper release of dopamine. Some studies
have also shown benefi ts with evening primrose or borage oil supplements, which provide
GLA (an omega-6 fatty acid). Typical dosage: 600 mg EPA and 175 mg DHA. If borage or
evening primrose oil is added the typical daily dosage is enough to supply 60 mg GLA.
Multivitamin and mineral formula: Children with ADHD may be defi cient in certain
nutrients, which can hamper proper brain function and affect behaviour. In particular, the
B-vitamins, vitamin C, magnesium, selenium, iron, and zinc are necessary for the brain
and nervous system and production of neurotransmitters. Choose a product that is free of
chemical additives and dyes.
Probiotics: Benefi cial bacteria that support intestinal health, aid digestion of nutrients and
elimination of toxins, and support immune function. Children with ADHD may be depleted
in benefi cial bacteria and have overgrowth of the fungus Candida albicans, which can affect
behaviour and cognitive function. Dosage: For children over four, give a product that
provides at least 10-20 billion live cells daily. Use half that amount for those under age
four. Probiotic supplements are available in capsules, chewable tablets, and powders. Many
require refrigeration, except Kyo-Dophilus.
Complementary Supplements
American ginseng: Has antioxidant properties, supports immune function, improves resistance
to stress, and supports cognitive function (learning, attention, and memory). One
study looked at the effects of a product called AD-fX that contains American ginseng extract
(HT-1001) providing no less than 15 percent ginsenosides along with an extract of Ginkgo
biloba containing 24 percent fl avone glycosides and 4 percent total terpenelactones in a
group of 36 children with ADHD. This formulation was found to improve behaviour in at
least three parameters of ADHD symptoms in 85 percent of human subjects tested (Journal
of Psychiatry & Neuroscience, 2001: 26(3); 221–228). Dosage (AD-fX): For adults and
children seven years and older, one to two capsules twice daily for two months, then one
capsule twice daily thereafter.
L-theanine: An amino acid present in green tea that can reduce anxiety, improve concentration
and sleep quality and stabilize mood. It is widely used in Japan and Europe for the treatment
of ADHD and gaining popularity in North America. Typical dosage: 200 mg two to three times
daily for children eight years, and half this dosage for children as young as four years.
RESEARCH HIGHLIGHT
In association with the University of British Columbia, Dr. Michael R. Lyon, MD, author
of Is Your Child’s Brain Starving?, recently completed a double-blind, randomized study
on the use of L-theanine (branded ingredient Suntheanine) for 100 boys with ADHD
ages eight to 12. The objective of this study was to measure the potential benefi ts of
L-theanine on behaviour, cognitive performance, and sleep quality. This study found
that 200 mg of L-theanine chewable tablets twice daily improved sleep quality, reduced
hyperactive behaviours and improved short-term memory function.
Attention-Defi cit/Hyperactivity Disorder (ADHD)

Attention-Defi cit/Hyperactivity Disorder (ADHD)
FINAL THOUGHTS
To improve the management of ADHD, consider the following:
1. Encourage a healthful diet of organic vegetables and whole grains, free-range poultry,
wild fi sh, beans, healthy oils, and cultured dairy.
2. Avoid or minimize fast foods, processed foods, junk foods, preservatives, and other
chemicals.
3. Counselling and school support can help both the family and child.
4. Consider supplements of essential fatty acids, multivitamin/minerals, and probiotics.
5. Give a child with ADHD patience, support, and love.

curing athletes foot

ATHLETE’S FOOT
Athlete’s foot (Tinea pedis) is a common fungal infection that affects 20 percent of
the population at any given time. These fungi, called dermatophytes, infect the skin
of the foot, which may result in an intensely itchy, red, scaly rash on the soles of the
feet and between the toes. The fungi that cause athlete’s foot grow in warm, moist
environments, so it may be picked up easily by walking barefoot in public areas such
as bathrooms, swimming pools, saunas, showers, and locker rooms. Athlete’s foot is
diffi cult to get rid of because in socks and shoes, feet provide the same ideal environment
for the fungi to thrive. If you are exposed to the fungi that cause athlete’s foot,
you may be contagious, even if you don’t develop athlete’s foot. Once you have had
athlete’s foot, you are more susceptible to reinfection.
RINGWORM NOT A WORM
Contrary to its name, ringworm is not a worm. It is a fungal infection, the same type
of fungal infection that causes athlete’s foot. Ringworm may be found on any part of
the body, and is more common among children and teens. It can be spread through
person-to-person contact or by sharing personal items such as clothes and towels. Ringworm
earned its name because it causes a distinctive circular patch of itchy, red, raised,
or bumpy skin.
• Degree of discomfort can range from mild to severe
• Heels that crack, scale, or peel
• Infected toenails that may thicken, yellow, fl ake, or crumble
• Intense itching, infl ammation, or stinging on the soles of the feet or between the toes
(usually the third, fourth, and fi fth toes)
• Painful sensations when rubbed or scratched
• Sores or blisters
• Thick, dry skin on the feet
• Affects adults and children, and men more often than women
• Direct contact with fungi in public area
• Person-to-person contact with affected skin
• Warm, moist environments such as wet socks, tight shoes, and sweaty feet will encourage
growth
• Weakened immunity such as diabetes or HIV/AIDS


Some people seem to be naturally resilient to athlete’s foot while others fi nd it to be a persistent
problem. A diet that promotes immune system health and proper hygiene will go a
long way toward prevention.
Dietary Recommendations
The body’s ability to ward off infections depends on the health of the immune system. While
there are no foods that directly treat athlete’s foot, eating a healthy diet that supports the
immune system and detoxifi cation is crucial to prevention and effective treatment.
Foods to include:
• Fibre-rich foods such as whole grains and ground fl axseed support detoxifi cation.
• Filtered water, green tea, and green drinks support detoxifi cation.
• Garlic helps fi ght fungal infections.
• Yogurt with active cultures provides benefi cial bacteria that help prevent overgrowth of
fungus.
Foods to avoid:
• Alcohol weakens the immune system.
• Sugar hampers immune function, so limit candy, sweets, and soft drinks as well as refi ned
starches.
ATHLETE’S UNDERARM?
Because the fungi that cause athlete’s foot can grow on human skin, this type of fungal
infection may spread to other parts of the body such as the groin (known as jock itch),
scalp, and underarm. This is most likely to happen when people touch or scratch the infected
area and then touch another part of their body without washing their hands. Be
sure to wash your hands regularly while treating an athlete’s foot infection. Also, after a
bath or shower, use a different towel to dry an infected area than for the remainder of
your body. Hot-water wash and dry towels immediately after each use.

DOCTOR’S ORDERS
Although athlete’s foot has obvious signs and symptoms, consult with your doctor for
a proper diagnosis because symptoms may be masking another condition.
Most cases of athlete’s foot may be treated with a prescription or over-the-counter
antifungal medication in the form of an ointment, lotion, powder, or spray. For
mild conditions, a cream such as terbinafi ne (Lamisil), clotrimazole (Lotrimin), or
miconazole (Micatin) may be used. Even in mild cases, athlete’s foot can be diffi cult
to kill. Most antifungal medicines only limit the growth of the fungal infection, which
then allows the fungus to gradually die out as the body sheds infected skin. Follow
the medication’s instructions precisely for optimum effect.
For severe cases, such as when the fungal infection spreads below the surface of
the body, a doctor may prescribe an oral medication such as itraconazole (Sporanox),
fl uconazole (Difl ucan), or terbinafi ne (Lamisil).
Athlete’s Foot

Athlete’s Foot
Lifestyle Recommendations
• Wear waterproof shoes or sandals in all public places such as swimming pools and showers.
• Dry your feet and toes thoroughly.
• Wear cotton socks and change socks frequently. Sprinkle baby powder or cornstarch between
toes to prevent moisture.
• Wear comfortable, well-ventilated shoes or sandals.
• Avoid socks and shoes made of synthetic materials, which promote sweaty feet.
• Don’t wear someone else’s shoes.
• Wash all clothes, towels, and bed linens in hot, soapy water.
• For sweaty feet, soak daily for 30 minutes in a footbath with baking soda or salt.
Top Recommended Supplements
Tea tree oil: Has a long history of use for treating skin infections. It contains compounds
that have disinfectant, antibacterial, and antifungal properties. It is used topically as a solution
or in a cream. Three studies have shown that it is effective for treating athlete’s foot.
Dosage: Apply a topical solution that contains 25–50 percent tea tree standardized to contain
10 percent cineole and at least 30 percent terpinen-4-ol. Use twice daily for four weeks.
Creams containing tea tree can also be used at a 10–50 percent concentration. Do not take
tea tree orally. Discontinue use if skin becomes irritated.
TEA TREE RESEARCH HIGHLIGHT
In a double-blind study, 158 people with athlete’s foot were treated with placebo, 25
percent tea tree oil solution, or 50 percent tea tree oil solution, applied twice daily for
four weeks. Both tea tree oil solutions were more effective than placebo at eradicating
infection. In the 50 percent tea tree oil group, 64 percent were cured; in the 25 percent
tea tree oil group, 55 percent were cured; in the placebo group, 31 percent were
cured. Most people did not experience any signifi cant side effects.

Complementary Supplements
Garlic: Has antifungal properties. Dosage: 600 mg of aged garlic extract daily.
Vitamin C: Supports proper immune function. Dosage: 500 mg twice daily.

FINAL THOUGHTS
To prevent and manage athlete’s foot, consider the following:
1. Eat a healthful diet, including whole grains, yogurt, and garlic.
2. Wear waterproof shoes in public areas and don’t share shoes or socks.
3. After bathing, dry your feet thoroughly and apply powder.
4. Wear cotton socks and properly fi tted shoes that don’t promote sweaty feet.
5. Consider tea tree oil solution for the treatment of athlete’s foot.

Famous and motivational quotes

Introduction“People often say that motivation doesn't last. Well, neither does bathing -that's why we recommend it daily” – Zig ZiglarBy definition motivation means that which motivates, that which makes ustake action towards our desired goals and which gives purpose and directionto those actions. Now we all know that very often we lose our motivationand we allow procrastination to dominate our life. With out our motivationwe stop taking action and doing the things we really want to do, we stopachieving the things we really want to achieve and we stop believing we arecapable of becoming who ever we want to be.The secret to beating procrastination is that we need to keep motivated.Every day we must do something, anything that gets us motivated, whetherit’s listening to your favourite song, going for that morning run or simplyreading some quotes. Every day we must motivate ourselves because whenwe are motivated we have energy, we have ideas and we have dreams andwe pursue those dreams with our unbounded faith that we will achieve them and more.To help you stay motivated I have compiled some of the best motivatingquotes from famous speakers and historical figures. Read just a few eachday and contemplate the meaning and philosophy behind each quote. Pickyour favourites, the ones that resonate with in you and stir up a desire toget moving and take action. Write them down and place them where youcan see them each day – at home, at work, in your car, in your wallet, inyour purse, in your briefcase, anywhere and everywhere. That way at anytime wherever you are and whatever you are doing you will always haveyour daily dose of motivation.Steven Grabek


Quotes 1 – 6
The world has the habit of making room for the man whose words andactions show that he knows where he is going-Napoleon Hill

Circumstance does not make the man; it reveals him to himself-James Allen

The greater danger for most of us is not that our aim is too high and we missit, but that it is too low and we reach itMichelangeloYour life is in your hands, to make of it what you choose-John Kehoe

Let others lead small lives, but not you. Let others argue over small things,but not you. Let others cry over small hurts, but not you. Let others leavetheir future in someone else's hands, but not you.-Jim Rohn

I challenge you to make your life a masterpiece. I challenge you to join theranks of those people who live what they teach, who walk their talk.-Anthony Robbins

Quotes 7 – 12

The secret of getting ahead is getting started-Mark Twain

For true success ask yourself these four questions: Why? Why not? Why notme? Why not now?-James Allen

Issue a blanket pardon. Forgive everyone who has ever hurt you in any way.Forgiveness is a perfectly selfish act. It sets you free from the past-Brian Tracy

Our greatest glory is not in never failing but in rising up every time we fail-Ralph Waldo Emerson

Learn to enjoy every minute of your life. Be happy now. Don't wait forsomething outside of yourself to make you happy in the future. Think howreally precious is the time you have to spend, whether it's at work or withyour family. Every minute should be enjoyed and savoured.-Earl Nightingale

Far better it is to dare mighty things, to win glorious triumphs, even though
chequered by failure, than to take rank with those poor souls who neither enjoy much nor suffer much, because they live in the grey twilight thatknows neither victory nor defeat.-Theodore Roosevelt

Quotes 13 – 18

We are what we repeatedly do. Excellence, then, is not an act, but a habit.-Aristotle

Impossible is a word to be found only in the dictionary of fools.-Napoleon Bonaparte

Twenty years from now you will be more disappointed by the things that you
didn't do than by the ones you did do. So throw off the bowlines. Sail away
from the safe harbour. Catch the trade winds in your sails. Explore. Dream.Discover.-Mark Twain

The only way of finding the limits of the possible is by going beyond them into the impossible.-Arthur C. Clarke

It is hard to fail, but it is worse never to have tried to succeed.-Theodore Roosevelt

Fortune favours the brave.-Publius Terence

Quotes 19 - 24

Ah, but a man's reach should exceed his grasp, or what's a heaven for?-Robert Browning

People often say that motivation doesn't last. Well, neither does bathing -that's why we recommend it daily.-Zig Ziglar

Desire is the starting point of all achievement, not a hope, not a wish, but akeen pulsating desire, which transcends everything.-Napoleon Hill

People become really quite remarkable when they start thinking that they can do things. When they believe in themselves they have the first secret of success.-Norman Vincent Peale

Men are born to succeed, not fail.-Henry David Thoreau

What we can or cannot do, what we consider possible or impossible, is rarely a function of our true capability. It is more likely a function of ourbeliefs about who we are.-Anthony Robbins

Quotes 25 – 30

Every human has four endowments- self-awareness, conscience,independent will and creative imagination. These give us the ultimate human freedom... The power to choose, to respond, to change.-Stephen Covey

All the breaks you need in life wait within your imagination, Imagination isthe workshop of your mind, capable of turning mind energy intoaccomplishment and wealth.-Napoleon Hill

There is just one life for each of us: our own.-Euripides

If you believe in what you are doing, then let nothing hold you up in yourwork. Much of the best work of the world has been done against seeming
impossibilities.-Dale Carnegie

There is no such thing in anyone's life as an unimportant day.-Alexander Woollcott

All successful people men and women are big dreamers. They imagine whattheir future could be, ideal in every respect, and then they work every daytoward their distant vision, that goal or purpose.-Brian Tracy

Quotes 31 - 36

The fear of death follows from the fear of life. A man who lives fully isprepared to die at any time.-Mark Twain

There are no accidents... there is only some purpose that we haven't yetunderstood.-Deepak Chopra

They can because they think they can.VirgilThere are those who dream and wish and there are those who dream andwork.-Jeune.E. McIntyre.

No man is a failure who is enjoying life.William Feather Death is not the biggest fear we have; our biggest fear is taking the risk tobe alive -- the risk to be alive and express what we really are.-Don Miguel Ruiz

Quotes 37 – 42

Be miserable. Or motivate yourself. Whatever has to be done, it's alwaysyour choice.Wayne Dyer You and I are essentially infinite choice-makers. In every moment of ourexistence, we are in that field of all possibilities where we have access toan infinity of choices.-Deepak Chopra

You can have anything you want, if you want it badly enough. You can be anything you want to be, do anything you set out to accomplish if you holdto that desire with singleness of purpose.-Abraham Lincoln

If you deliberately plan on being less than you are capable of being, then Iwarn you that you'll be unhappy for the rest of your life.-Abraham H. Maslow

Remember, happiness doesn't depend upon who you are or what you have, it depends solely upon what you think.-Dale Carnegie

The only man who never makes mistakes is the man who never doesanything.-Theodore Roosevelt

Quotes 43 – 48

Self-pity gets you nowhere. One must have the adventurous daring to acceptoneself as a bundle of possibilities and undertake the most interesting gamein the world -- making the most of one's best.-Harry Emerson Fosdick

Man's mind, once stretched by a new idea, never regains its original dimensions.-Oliver Wendell Holmes, Jr

The nearest way to glory is to strive to be what you wish to be thought tobe.-Socrates

The man who trims himself to suit everybody will soon whittle himself away.-Charles Schwab

Do not go where the path may lead, go instead where there is no path and leave a trail.-Ralph Waldo Emerson

At least three times every day take a moment and ask yourself what is really important. Have the wisdom and the courage to build your life around your answer.-Lee Jampolsky

Quotes 49 - 54

To be yourself in a world that is constantly trying to make you somethingelse is the greatest accomplishment.-Ralph Waldo Emerson

It’s not who you are that holds you back, it’s who you think you’re not.-Unknown

Simplicity is the key to brilliance.-Bruce Lee

There is no end. There is no beginning. There is only the infinite passion oflife.-Federico Fellini

Work as though you would live forever, and live as though you would die today.-Og Mandino

What the mind of man can conceive and believe, the mind of man canachieve.-Napoleon Hill

Quotes 55 – 60

Know the true value of time; snatch, seize, and enjoy every moment of it.No idleness, no delay, no procrastination; never put off till tomorrow whatyou can do today.-Earl of Chesterfield

Finish each day and be done with it. You have done what you could; some blunders and absurdities have crept in; forget them as soon as you can.Tomorrow is a new day; you shall begin it serenely and with too high a spiritto be encumbered with your old nonsense.-Ralph Waldo Emerson

Consult not your fears but your hopes and your dreams. Think not about your frustrations, but about your unfulfilled potential. Concern yourself not with what you tried and failed in, but with what it is still possible for you todo.-Pope John XXIII

Look at a day when you are supremely satisfied at the end. It's not a day when you lounge around doing nothing, it's when you've had everything to doand you've done it.-Margaret Thatcher

You must be the change you wish to see in the world.-Mahatma Gandhi

The future belongs to those who believe in the beauty of their dreams.-Eleanor Roosevelt

Quotes 61 – 66

Everything that is happening at this moment is a result of the choices you'vemade in the past.-Deepak Chopra

Cherish your visions and your dreams, as they are the children of your soul,the blueprints of your ultimate achievements.-Napoleon Hill

Successful people make money. It's not that people who make money become successful, but that successful people attract money. They bringsuccess to what they do.-Wayne Dyer

Failure is simply the opportunity to begin again, this time more intelligently.-Henry Ford

Victory belongs to the most persevering.-Napoleon Bonaparte

Dream lofty dreams, and as you dream, so you shall become. Your vision isthe promise of what you shall one day be; your ideal is the prophecy of whatyou shall at last unveil.-James Allen

Quotes 67 – 72

You will never possess what you are unwilling to pursue.-Mike Murdock

He who controls others may be powerful, but he who has mastered himself is mightier still.-Lao-Tzu

I've come to believe that all my past failure and frustrations were actually laying the foundation for the understandings that have created the newlevel of living I now enjoy.-Anthony Robbins

If you don't risk anything, then you risk even more.-Erica Jong

It was character that got us out of bed, commitment that moved us intoaction, and discipline that enabled us to follow through.-Zig Ziglar

No matter how hard the past, you can always begin again.-Buddha

Quotes 73 – 78

The secret of health for both mind and body is not to mourn for the past,not to worry about the future, nor to anticipate troubles, but to live in thepresent moment wisely and earnestly.-Buddha

There are only two ways to live your life. One is as though nothing is a miracle. The other is as if everything is.-Albert Einstein

Go confidently in the direction of your dreams. Live the life you've imagined.-Henry David Thoreau

Only those who will risk going too far can possibly find out how far one can go.-T. S. Elliot

All that we are is the result of what we have thought.BuddhaIt is not because things are difficult that we do not dare, it is because we donot dare that they are difficult.-Seneca

Quotes 79 – 84

It was a high counsel that I once heard given to a young person, "Always dowhat you are afraid to do.-Ralph Waldo Emerson

The best motivation is self-motivation. The guy says, “I wish someone would come by and turn me on.” What if they don’t show up? You’ve got tohave a better plan for your life.-Jim Rohn

It is better to be hated for what you are than to be loved for what you are not.-Andre Gide

Our strength grows out of our weakness.-Ralph Waldo Emerson

Confidence is a habit that can be developed by acting as if you already hadthe confidence you desire to have.-Brian Tracy

You gain strength, courage and confidence by every experience in which you really stop to look fear in the face. You must do the thing that you think you cannot do.-Eleanor Roosevelt

Quotes 85 – 90

If a man does only what is required of him, he is a slave. If a man does morethan is required of him, he is a free man.-Chinese Proverb

Learn from yesterday, live for today, hope for tomorrow. The important thing is to not stop questioning.-Albert Einstein

The better part of happiness is to wish to be what you are.-Desiderius Erasmus

The whole secret of a successful life is to find out what is one's destiny to do, and then do it.-Henry Ford

Always bear in mind that your own resolution to succeed is more importantthan any one thing.-Abraham Lincoln

Imagination is more important than knowledge. Knowledge is limited.Imagination encircles the world.-Albert Einstein

Quotes 91 – 96

Are you bored with life? Then throw yourself into some work you believe in with all your heart, live for it, die for it, and you will find happiness thatyou had thought could never be yours.-Dale Carnegie

The greatest discovery of my generation is that a human being can alter hislife by altering his attitudes of mind.-William James

Seize the moment of excited curiosity on any subject to solve your doubts;for if you let it pass, the desire may never return, and you may remain inignorance.-William Wirt
What you are is what you have been, and what you will be is what you do now.-Buddha

We are what we think. All that we are arises with our thoughts. With ourthoughts, we make the world.BuddhaThe highest reward for man's toil is not what he gets for it, but what hebecomes by it.-John Ruskin

Quotes 97 – 101

A day will never be anymore than what you make of it.-Josh S. Hinds

Do not seek to follow in the footsteps of the wise. Seek what they sought.-Basho

If you always put limits on everything you do, physical or anything else. Itwill spread into your work and into your life. There are no limits. There areonly plateaus, and you must not stay there, you must go beyond them.-Bruce Lee

There are two rules for success: 1) Never tell everything you know…-Roger H. Lincoln

You were born with potential.You were born with goodness and trust.You were born with ideals and dreams.You were born with greatness.You were born with wings.You are not meant for crawling, so don’t.You have wings.Learn to use them and fly.-Rumi

The More You Tell, The More You Sell

The More You Tell, The More You Sell
The debate on using long copy versus short copy never seems to
end. Usually it is a newcomer to copywriting who seems to think that
long copy is boring and, well…long. “I would never read that much
copy,” they say.
The fact of the matter is that all things being equal, long copy will
outperform short copy every time. And when I say long copy, I don’t
mean long and boring, or long and untargeted.
The person who says he would never read all that copy is making a
big mistaking in copywriting: he is going with his gut reaction instead
of relying on test results. He is thinking that he himself is the
prospect. He’s not. We’re never our own prospects.
There have been many studies and split tests conducted on the long
copy versus short copy debate. And the clear winner is always long
copy. But that’s targeted relevant long copy as opposed to
untargeted boring long copy.
Some significant research has found that readership tends to fall off
dramatically at around 300 words, but does not drop off again until
around 3,000 words.
If I’m selling an expensive set of golf clubs and send my long copy to
a person who’s plays golf occasionally, or always wanted to try golf, I
am sending my sales pitch to the wrong prospect. It is not targeted
effectively. And so if a person who receives my long copy doesn’t
read past the 300th word, they weren’t qualified for my offer in the
first place.
It wouldn’t have mattered whether they read up to the 100th word or
10,000th word. They still wouldn’t have made a purchase.
However, if I sent my long copy to an avid die-hard golfer, who just
recently purchased other expensive golf products through the mail,

painting an irresistible offer, telling him how my clubs will knock 10
strokes off his game, he’ll likely read every word. And if I’ve targeted
my message correctly, he will buy.
Remember, if your prospect is 3000 miles away, it’s not easy for him
to ask you a question. You must anticipate and answer all of his
questions and overcome all objections in your copy if you are to be
successful.
And make sure you don’t throw everything you can think of under
the sun in there. You only need to include as much information as
you need to make the sale…and not one word more.
If it takes a 10-page sales letter, so be it. If it takes a 16-page
magalog, fine. But if the 10-page sales letter tests better than the
16-page magalog, then by all means go with the winner.
Does that mean every prospect must read every word of your copy
before he will order your product? Of course not.
Some will read every word and then go back and reread it again.
Some will read the headline and lead, then skim much of the body
and land on the close. Some will scan the entire body, then go back
and read it. All of those prospects may end up purchasing the offer,
but they also all may have different styles of reading and skimming.
Which brings us to the next tip…
Write To Be Scanned
Your layout is very important in a sales letter, because you want your
letter to look inviting, refreshing to the eyes. In short, you want your
prospect to stop what he’s doing and read your letter.
If he sees a letter with tiny margins, no indentations, no breaks in
the text, no white space, and no subheads…if he sees a page of

nothing but densely-packed words, do you think he’ll be tempted to
read it?
Not likely.
If you do have ample white space and generous margins, short
sentences, short paragraphs, subheads, and an italicized or
underlined word here and there for emphasis, it will certainly look
more inviting to read.
When reading your letter, some prospects will start at the beginning
and read word for word. Some will read the headline and maybe the
lead, then read the “P.S.” at the end of the letter and see who the
letter is from, then start from the beginning.
And some folks will scan through your letter, noticing the various
subheads strategically positioned by you throughout your letter, then
decide if it’s worth their time to read the entire thing. Some may
never read the entire letter, but order anyways.
You must write for all of them. Interesting and compelling long copy
for the studious reader, and short paragraphs and sentences, white
space, and subheads for the skimmer.
Subheads are the smaller headlines sprinkled throughout your copy.
Like this.
When coming up with your headline, some of the headlines that
didn’t make the cut can make great subheads. A good subhead
forces your prospect to keep reading, threading him along from start
to finish throughout your copy, while also providing the glue
necessary to keep skimmers skimming.

The Structure of AIDAS
There’s a well-known structure in successful sales letters, described
by the acronym AIDA.
AIDA stands for:
• Attention
• Interest
• Desire
• Action
First, you capture your prospect’s attention. This is done with your
headline and lead. If your ad fails to capture your prospect’s
attention, it fails completely. Your prospect doesn’t read your stellar
copy, and doesn’t order your product or service.
Then you want to build a strong interest in your prospect. You want
him to keep reading, because if he reads, he just might buy.
Next, you channel a desire. Having a targeted market for this is key,
because you’re not trying to create a desire where one did not
already exist. You want to capitalize on an existing desire, which your
prospect may or may not know he already has. And you want your
prospect to experience that desire for your product or service.
Finally, you present a call to action. You want him to pick up the
telephone, return the reply card, attend the sales presentation, order
your product, whatever. You need to ask for the sale (or response, if
that’s the goal). You don’t want to beat around the bush at this point.
If your letter and AIDA structure is sound and persuasive, here’s
where you present the terms of your offer and urge the prospect to
act now.

A lot has been written about the AIDA copywriting formula. I’d like to
add one more letter to the acronym: S for Satisfy.
In the end, after the sale is made, you want to satisfy your prospect,
who is now a customer. You want to deliver exactly what you
promised (or even more), by the date you promised, in the manner
you promised. In short, you want to give him every reason in the
world to trust you the next time you sell him a back-end offer. And of
course you’d rather he doesn’t return the product (although if he
does, you also execute your return policy as promised).
Either way, you want your customers to be satisfied. It will make you
a lot more money in the long run.
Use Takeaway Selling to Increase the Urgency
When you limit the supply of a product or service in some way (i.e.
takeaway selling), basic economics dictates that the demand will rise.
In other words, people will generally respond better to an offer if
they believe the offer is about to become unavailable or restricted in
some way.
And of course, the opposite is also true. If a prospect knows your
product will be around whenever he needs it, there’s no need for him
to act now. And when your ad is put aside by the prospect, the
chance of closing the sale diminishes greatly.
It’s your job, therefore, to get your prospect to buy, and buy now.
Using scarcity to sell is a great way to accomplish that.
There are basically three types of takeaways:
1) Limiting the quantity
2) Limiting the time
3) Limiting the offer

In the first method, limiting the quantity, you are presenting a fixed
number of widgets available for sale. After they’re gone, that’s it.
Some good ways to limit the quantity include:
• only so many units made or obtained
• selling off old stock to make room for new
• limited number of cosmetically-defected items, or a fire sale
• only a limited number being sold so as not to saturate the
market
• etc.
In the second method, limiting the time, a deadline is added to the
offer. It should be a realistic deadline, not one that changes all the
time (especially on a website, where the deadline date always seems
to be that very day at midnight…when you return the next day, the
deadline date has mysteriously changed again to the new day).
Deadlines that change decrease your credibility.
This approach works well when the offer or the price will change, or
the product/service will become unavailable, after the deadline.
The third method, limiting the offer, is accomplished by limiting other
parts of the offer, such as the guarantee, bonuses or premiums, the
price, and so on.
When using takeaway selling, you must be sure to follow-through
with your restrictions. If you say you only have 500 widgets to sell,
then don’t sell 501. If you say your offer will expire at the end of the
month, make sure it does. Otherwise your credibility will take a hit.
Prospects will remember the next time another offer from you makes
its way into their hands.
Another important thing you should do is explain the reason why the
offer is being restricted. Don’t just say the price will be going up in
three weeks, but decline to tell them why.

Here are some examples of good takeaway selling:
“Unfortunately, I can only handle so many clients. Once my plate is
full, I will be unable to accept any new business. So if you’re serious
about strengthening your investment strategies and creating more
wealth than ever before, you should contact me ASAP.”
“Remember…you must act by [date] at midnight in order to get my 2
bonuses. These bonuses have been provided by [third-party
company], and we have no control over their availability after that
time.”
“We’ve obtained only 750 of these premiums from our vendor. Once
they are gone, we won’t be able to get any more until next year. And
even then we can’t guarantee the price will remain the same. In fact,
because of the increasing demand, it’s very likely the price could
double or triple by then!”
Remember when I said earlier that people buy based on emotions,
then back up their decision to buy with logic? Well, by using
takeaway selling, that restriction becomes part of that logic to buy
and buy now.
Conclusion
Great copy is made, not born. It is derived from proven test results
designed to do one thing and do it well: sell.
Effective advertising doesn't always use "grammatically correct"
English. It uses short sentences, fragments. Like this.
It convinces you to buy, and buy now. Period.
It talks about benefits, not features. It sells on emotion and
reinforces the decision to buy with logic.

It paints a compelling picture and irresistible offer that forces your
prospect to act and act now! And if it doesn't, then you drop that ad
like a hot potato and go with one that does.
Effective persuasion is like your top salesperson--the one who
continues to break all your sales records year after year--on the job
24 x 7, multiplied by thousands or millions! Just imagine if that
salesperson, the one with proven results, could be multiplied as much
as you wanted.
Now that would be effective (and cost-efficient) marketing!
And that's the kind of proven marketing you need to employ.

Effective advertising writing

Incorporating Proof and Believability
When your prospect reads your ad, you want to make sure he
believes any claims you make about your product or service. Because
if there’s any doubt in his mind, he won’t bite, no matter how sweet
the deal. In fact, the “too good to be true” mentality will virtually
guarantee a lost sale…even if it is all true.
So what can you do to increase the perception of believability?
Because after all, it’s the perception you need to address up front.
But of course you also must make sure your copy is accurate and
truthful.
Here are some tried and tested methods that will help:
• If you’re dealing with existing customers who already know you
deliver as promised, emphasize that trust. Don’t leave it up to
them to figure it out. Make them stop, cock their heads, and
say, “Oh, yeah. The ABC Company has never done me wrong
before. I can trust them.”
• Include testimonials of satisfied customers. Be sure to put full
names and locations, where possible. Remember, “A.S.” is a lot

less believable than “Andy Sherman, Voorhees, NJ.” If you can
also include a picture of the customer and/or a professional
title, that’s even better. It doesn’t matter that your testimonials
aren’t from somebody famous or that your prospect does not
know these people personally. If you have enough compelling
testimonials, and they’re believable, you’re much better off
than not including them at all.
• Pepper your copy with facts and research findings to support
your claims. Be sure to credit all sources, even if the fact is
common knowledge, because a neutral source goes a long way
towards credibility.
• For a direct mail letter or certain space ads where the copy is in
the form of a letter from a specific individual, including a
picture of that person helps. But unlike “traditional” real estate
letters and other similar ads, I’d put the picture at the end near
your signature, or midway through the copy, rather than at the
top where it will detract from your headline. And…if your sales
letter is from a specific individual, be sure to include his
credentials to establish him as an expert in his field (relating to
your product or service, of course).
• If applicable, cite any awards or third-party reviews the product
or service has received.
• If you’ve sold a lot of widgets, tell them. It’s the old “10 million
people can’t be wrong” adage (they can be, but your prospect
will likely take your side on the matter).
• Include a GREAT return policy and stand by it! This is just good
business policy. Many times, offering a double refund
guarantee for certain products will result in higher profits. Yes,
you’ll dish out more refunds, but if you sell three times as many
widgets as before, and only have to refund twice as much as
before, it may be worth it, depending on your offer and return
on investment. Crunch the numbers and see what makes
sense. More importantly, test! Make them think, “Gee, they

wouldn’t be so generous with returns if they didn’t stand
behind their product!”
• If you can swing it, adding a celebrity endorsement will always
help to establish credibility. Heck, if ‘ol honest Abe Lincoln
recommended your product and backs up your claims, it must
be true! Ok, you get the idea, though.
• When it makes sense, use 3rd party testimonials. What are 3rd
party testimonials? Here’s some examples from some Web site
copy I wrote when there weren’t many customer testimonials
available yet:
“Spyware, without question, is on an exponential
rise over the last six months.”
- Alfred Huger, Senior Director of Engineering,
Symantec Security Response (maker of Norton
security software)
“Simply clicking on a banner ad can install
spyware.”
- Dave Methvin, Chief Technology Officer, PC Pitstop
A deployment method is to “trick users into
consenting to a software download they think they
absolutely need”
- Paul Bryan, Director, Security And Technology Unit,
Microsoft
Do you see what I did?
I took quotes from experts in their respective fields and turned
them to my side. But…be sure to get their consent or
permission from the copyright holder if there’s ever any
question about copyrighted materials as your source.
Note that I also pushed an emotional hot button: fear.

It’s been proven that people will generally do more to avoid
pain than to obtain pleasure. So why not use that tidbit of info
to your advantage?
• Reveal a flaw about your product. This helps alleviate the “too
good to be true” syndrome. You reveal a flaw that isn’t really a
flaw. Or reveal a flaw that is minor, just to show that you’re
being “up front” about your product’s shortcomings.
Example:
“You’re probably thinking right now that this tennis racket is a
miracle worker—and it is. But I must tell you that it has one
little…shortcoming.
My racket takes about 2 weeks to get used to. In fact, when you first
start using it, your game will actually get worse. But if you can just
ride it out, you’ll see a tremendous improvement in your volleys, net
play, serves, …” And so on.
There’s a tendency to think, with all of the ads that we are
bombarded with today that every advertiser is always putting
his best foot forward, so to speak. And I think that line of
reasoning is accurate, to a point.
But isn’t it refreshing when someone stands out from the crowd
and is honest? In other words, your reader will start to
subconsciously believe that you are revealing all of the flaws,
even though your best foot still stands forward.
• Use “lift notes.” These are a brief note or letter from a person
of authority. Not necessary a celebrity, although that can add
credibility, too. A person of authority is someone well
recognized in their field (which is related to your product) that
they are qualified to talk about. Lift notes may be distributed as
inserts, a separate page altogether, or even as part of the copy

itself. As always, test!
• If you are limiting the offer with a deadline “order by” date, be
sure the deadline is real and does not change. Deadline dates
that change every day are sure to reduce credibility. The
prospect will suspect, “if his deadline date keeps changing, he’s
not telling the truth about it…I wonder what else he’s not
telling the truth about.”
• Avoid baseless “hype.” I discussed that in my previous tip.
Enough said.
The Unique Selling Proposition (USP)
Also known as the unique selling position, the USP is often one of the
most oft-misunderstood elements of a good sales letter. It’s what
separates your product or service from your competitors. Let’s take a
quick look at some unique selling propositions for a product itself:
1) Lowest Price – If you’ve got the corner marketed on budget
prices, flaunt it. Wal-Mart has made this USP famous lately, but
it’s not new to them. In fact, selling for cheaper has been
around as long as capitalism itself. Personally, I’m not crazy
about price wars, because someone can always come along
and sell for cheaper. Then it’s time for a new strategy…
2) Superior Quality – If it outperforms your competitor’s product
or is made with higher quality materials, it’s a good bet that
you could use this fact to your advantage. For example,
compare Breyers Ice Cream to their competitor’s. From the
packaging to the wholesome superior ingredients, the quality is
evident. It may cost a little more than their competitor’s ice
cream, but for their market, it sells.
3) Superior Service – If you offer superior service over your
competitor’s, people will buy from you instead. This is

especially true with certain markets that are all about service:
long-distance, Internet service providers, cable television, etc.
4) Exclusive Rights – My favorite! If you can legitimately claim
that your product is protected by a patent or copyright,
licensing agreement, etc., then you have a winner for exclusive
rights. If you have a patent, even the President of the U.S.
must buy it from you.
Ok, what if your product or service is no different than your
competitor’s? I would disagree, because there are always differences.
The trick is to turn them into a positive advantage for you. You want
to put your “best foot forward.” So what can we do in this scenario?
One way is to present something that your company has devised
internally that no other company does. Look, there’s a reason why
computer store “A” offers to beat their competitor’s price for the
same product by X%. If you look closely, the two packages are never
exactly the same. Company “B” offers a free scanner, while company
“A” offers a free printer. Or some other difference. They are
comparing apples to oranges. So unless you find a company with the
exact same package (you won’t…they’ve seen to that), you won’t be
able to cash in.
But what if you truly have the same widget for sale as the guy up the
road?
Unless your prospect knows the inner workings of both your and your
competitor’s product, including the manufacturing process, customer
service, and everything in-between, then you have a little potential
creative licensing here. But you must be truthful.
For example, if I tell my readers that my product is bathed in steam
to ensure purity and cleanliness (like the cans and bottles in most
beer manufacturing processes), it doesn’t matter that Joe’s Beer up
the road does the same thing. That fact that Joe doesn’t advertise
this fact makes it a USP in your prospect’s eyes.

Want some more USP examples?
• We are the only car repair shop that will buy your car if you are
not 100 percent satisfied with our work.
• Delivered in 30 minutes or it’s on us!
• No other furniture company will pay for your shipping.
• Our recipe is so secret, only three people in the world know it!
As with most ways to boost copy response, research is the key with
your USP. Sometimes your USP is obvious, for example if you have a
patent. Other times you must do a little legwork to discover it (or
shape it to your target market).
Here’s where a little persistence and in-person selling really pays off.
Let me give you an example to illustrate what I mean:
Suppose your company sells beanbag chairs for kids. So you, being
the wise marketer that you are, decide to sell these beanbags in
person to prospects before writing your copy. After completing
twenty different pitches for your product, you discover that 75
percent of those you visited asked if the chair would eventually leak.
Since the chairs are for kids, it’s only logical that parents would be
concerned about their youngster jumping on it, rolling on it, and
doing all things possible to break the seam and “spill the beans.”
So when you write your copy, you make sure you address that issue:
“You can rest assure that our super-strong beanbag chairs are triplestitched
for guaranteed leak-proof performance. No other company
will make this guarantee about their beanbag chairs!”


The Headline
If you’re going to make a single change to boost your response rate
the most, focus on your headline (you do have one, don’t you?).
Why? Because five times as many people read your headline than
your copy. Quite simply, a headline is…an ad for your ad. People
won’t stop their busy lives to read your copy unless you give them a
good reason to do so. So a good headline promises some news and a
benefit.
Perhaps you’re thinking, “What’s this about news, you say?”
Think about the last time you browsed through your local newspaper.
You checked out the articles, one by one, and occasionally an ad may
have caught your eye. Which ads were the ones most likely to catch
your eye?
The ones that looked like an article, of course.
The ones with the headline that promised news.
The ones with fonts and type that closely resembled the fonts and
type used in articles.
The ones that were placed where articles were placed (as opposed to
being placed on a full page of ads, for example).
And the ones with the most compelling headlines that convinced you
it’s worth a few minutes to read the copy.
The headline is that powerful and that important.
I’ve seen many ads over the years that didn’t even have a headline.
And that’s just silly. It’s the equivalent of flushing good money spent
on advertising right down the toilet.

Why? Because your response can increase dramatically by not only
adding a headline, but by making that headline almost impossible to
resist for your target market.
And those last three words are important. Your target market.
For example, take a look at the following headline:
Announcing…New High-Tech Gloves Protect
Wearer Against Hazardous Waste
News, and a benefit.
Will that headline appeal to everyone?
No, and you don’t care about everyone.
But for someone who handles hazardous waste, they would sure
appreciate knowing about this little gem.
That’s your target market, and it’s your job to get them to read your
ad. Your headline is the way you do that.
Ok, now where do you find great headlines?
You look at other successful ads (especially direct response) that
have stood the test of time. You look for ads that run regularly in
magazines and other publications. How do you know they’re good?
Because if they didn’t do their job, the advertiser wouldn’t keep
running them again and again.
You get on the mailing lists of the big direct response companies like
Agora and Boardroom and save their direct mail packages.
You read the National Enquirer.

Huh? You heard that correctly.
The National Enquirer has some of the best headlines in the
business.
Pick up a recent issue and you’ll see what I mean. Ok, now how
could you adapt some of those headlines to your own product or
service?
Your headline should create a sense of urgency. It should be as
specific as possible (i.e. say $1,007,274.23 instead of “a million
dollars”).
The headline appearance is also very important. Make sure the type
used is bold and large, and different from the type used in the copy.
Generally, longer headlines tend to out pull shorter ones, even when
targeting more “conservative” prospects.