Your Website Sucks: The Value of Shock Value Marketing

It worked, didn’t it? Here you are and why? Because my article title is absurd.

Welcome to the world of shock value marketing. How many businesses are you competing with? Tons. How boring is most of the ad copy you see? It’s really boring. It’s really unoriginal, and therefore, it is not nearly as effective as it could be.

So take advantage of this. Make the audience you are advertising to laugh or smile, and you can be assured they will click on your ad. It doesn’t mean that your website has to employ the same vulgarity. It is simply a powerful tool to get traffic to your site. Once they are there, you can use any means you want to keep their attention.

So what specific techniques to you use? Well, this is up to you. You can pretty much do anything. You can insult them, you can be lewd or vulgar, you can insult yourself, you can say something funny and outlandish. The bottom line is that you have to be creative, you have to think past all the boring ad copy and put yourself in the shoes of those people you are marketing to. How many times have you been subjected to boring ad copy and have simply moved your eyes right past it without giving it a chance? Well, there you go.

Have fun.

Mitch Van Dusen is the creator of GuideBible.com GuideBible.com, a site devoted to business optimization. It contains thousands of pages of free articles about everything from Marketing and RSS to SEO and Traffic. In addition it offers a free consultation evaluating the profitibility of your website.

(c) 2006 Mitch Van Dusen

Online Copywriting - Copy and Content: Any Difference?

People generally consider content and copy as two different entities. Well, it is true: they do have two different purposes. The purpose of content is to provide information of some subject. Content can be encyclopedia articles, long descriptive text, tutorials or even pictures and media (as non-textual content). The purpose of copy, however, is more incentive in nature. Although in some cases copy can resemble content; its primary objective is engaging people to take action. Making a purchase, signing up for a newsletter, following a link or adding a page to bookmarks – whatever you want your visitor to do. So, while content informs, copy motivates.

But if you take a look at content and copy in terms of conversion, the differences start fading away. No matter what you are going to create – a sales letter or a long article, all the words must contribute to the persuasive process. That is, in the eyes of a visitor all content is a copy and all copy is content.

In case your aim is making a visitor simply click an AdSense or an affiliate link – an incentive copy is enough. But if you are serious about selling your own product or service, or even more important, making further sales to the same person (creating a repeated customer) – you have to find a proper balance between short motivating copy and informative content.

Consider an example of an online mortgage application service. When first arriving to the site your prospect customer is in the search for answers to the key questions in his mind: “Am I in the right place? What should I do?” Here the frontpage copy has to do its job by engaging the visitor to go deeper. And the conditions of eligibility, which are the informative content, have to be at least equally incentive in order to capture the visitor’s attention and eventually motivate him to submit an application. Therefore, even such content as loan eligibility has to be written observing the core rules of copywriting which concern the usability, performance and motivation.

Copy and content must complement each other. There is no much use in a brilliant copy if it is accompanied by poor content which disappoints visitors. Same is right the other way around – a juicy, magical content will not do its job half as well if it is presented by a meaningless and vague copy.

Thus, so far there have been historical and organizational differences between the creation of copy and content. But these differences simply reflect the flaws in the persuasive and conversion processes. It is high time that you should break the barriers for the sake of the improved user experience and the success of your online business.

Originally published at seoresearcher.com/copy-and-content-any-difference.htm″ target=”_blank Online Copywriting. Copy and Content: Any Difference?

References:

Eisenberg, B., Eisenberg, J., Davis, L.T. “Persuasive Online Copywriting: How to Take Your Words to the Bank”. Wizard Academy Press, 2005, Austin, TX.

Oleg Ishenko, SEOResearcher.com

Get more useful information at our seoresearcher.com/ SEO Research and Web Marketing Study

4 Tips To Make Your Articles Stand Out More Than Anyone Else

Article marketing has been the number one advertising tool for any online business and will remain for ages. If you are serious to make money online, you should consider to start writing one right now.

It may not make you money at first, but article marketing will become a long term effort to promote your business. Your business will not die as long as your article remains live in other people website.

Maybe you already know the benefit of article marketing, but do you know how to maximize the quality of your article so that people will keep asking for more? Do you know how to make money online using your article? You are about to find out.

1) If you are optimizing your site with keyword articles, you will want to use the keyword approximately 1.5% of the time in the body of the article. This is the level of optimization most search engines are currently looking for. If the score is higher or lower, there is a chance you will either be ignored or penalized.

For instance, if your keyword is “make money online″, do your best to make out this keyword several times in your article body. Don’t over do it though. For example, you have 600 words in your article body, therefore the keyword “make money online″ at least 9 times need to appear on your article body.

2) When creating a resource box for your articles, use a mix of psychological triggers and secrecy. Do not tell the reader everything – create some curiosity and then trigger action with words like “shocking,” “secret,” “powerful,” “unbelievable,” and “proven.” This will induce a higher click through rate, increasing the traffic you receive for your efforts thus you make money online more than anyone.

If you thought that was interesting, just wait until you hear more.

3) Rather than jumping right into your topic, lead your article with a story. Everybody love to hear story, right? Especially if it is about making money online. You could perhaps use some historical example and then put an interesting spin on it. From there, move toward some type of ‘moral’ or ‘lesson’, which will ultimately tie back in with the purpose of your article. This will hold readers’ attention and stay glued to your article until they finish reading it.

4) Article directories are not the only places you can submit your articles. You can also submit your articles to e-zines that accept submissions. In fact, there are a number of services dedicated to submitting your articles for you. These services will send articles to lists of thousands of different ezine owners who publish on related topics. This is a powerful method to make money online since you will get more targeted visitors to read your article.

And there you have it. If you don’t take advantage of this now, you don’t know just how much money you just left on the table. To make money online, all you need to do is take action right away.

Izrul Fizal has made a living with selling just one remarkable tool and earn himself a residual income every month. Visit his website

Strategies For Successful Grant Writing

In the wonderful world of fundraising, there are countless opportunities for an organization to raise money for their respective charities. While some creative thinking will set your organization apart from your competitors, traditional grant writing is an area we advise our clients to focus on. Most major corporations, in America and beyond, have grants that your organization would be eligible for.

Grants are one of the most overlooked aspects of fundraising. For many organizations, the grant application process can be overwhelming. Most organizations are working within tight budgets and time lines, and it can be challenging to allocate the necessary resources to grant research. While it may seem logical to devote resources to new fundraising initiatives, traditional grants should not be overlooked in favor of the latest fundraising trends. It’s all about creating multiple income streams for your organization.

Preparation is the key to fundraising success. We cannot stress this point enough. The prospect of writing an extensive dossier on the relative merits of your charity can be a daunting task, but if you have done your research and preparation it will undoubtedly pay off. The best advice we can give you is to devote some time to researching available grants in your niche. Before attempting a first-draft, be sure that you understand the guidelines of the grant-maker. Once the research has been completed, the easy part is drafting the grant proposal and application.

A well-written grant proposal is absolutely critical for success. Be concise. Stay focused on your message. What will set your organization apart from the others? You must establish that your organization has a legitimate need of the highest priority within the first paragraph of your proposal, in order to capture the interest of your potential donor. Remember, that your proposal is but one of potentially hundreds. You have only one chance to convince them that your organization deserves their kind assistance. Get it right…the first time!

We are continually amazed at how many of our clients become intently focused on the minutiae of their projects at the expense of clarity. There are a few core issues you must address in your proposal. Who are you, and what organization do you represent? What factors determine your eligibility for the grant in question? What is the problem your organization hopes to address? Who stands to benefit from your efforts? What are your specific objectives, and how will the grant support your organizational needs? How will you monitor and track the results of your efforts? How does your grant request tie in with the overall goals of your potential donor? Answer these pertinent questions, and you will be well on your way to a successful grant proposal.

Michelle Pearson is a fundraising professional with over 15 years of experience in the non-profit sector. She is also a regular contributor to the internet’s preeminent fundraising magazine, fundraisingknowhow.com – a wonderful website with fundraisingknowhow.com/ creative fundraising ideas, fundraisingknowhow.com/bookstore.aspx fundraising books, fundraisingknowhow.com/fundraiser-articles/thermometer.aspx fundraising tools and more.

Michelle Pearson is a fundraising professional with over 15 years of experience in the non-profit sector. She is also a regular contributor to fundraisingknowhow.com

Is Now the Time for a Play about the War in Iraq?

Everone knows that comedy is mostly about timing. If you hit upon the right nerve (is a funny bone a nerve?) at the right time then, usually, you don’t even have to be original or even marginally funny to win laughs. The audience laughs just at the reference (i.e. “How about Michael Jackson?”) and may fall into hysterics at a gifted comic′s pause.

Of course the other element in comedy is distance. The funniest jokes might fall flat if the audience remains in grief or on edge (it might be too soon for “Now that John Ritter’s dead, can we agree that three′s a crowd?”). We may be past the days of “tarring and feathering”, but if somebody decides to throw something at you, chances are it won’t be a cake or a pie (which used to, at least, be good for laughs). So, it’s important to be able to recognize this.

I started writing my play, “The Rules of Embedment or Why Are We Back In Iraq?”, in June, a few days after a costume-wearing George Dubya Bush flew on to a carrier with a banner reading “Mission Accomplished.” I knew Iraq War II was far from over - no matter what the Media was babbling - but I thought my take on the situation warranted the risk. Instead of carrying a sign on the street, I wanted to deliver my message within an entertaining context (much safer, these days, the way cops treat protestors now).

My play combines drama and satire, sometimes simultaneously. During the readings with different audiences my play’s had, I’ve discovered that what some people find funny, other people gasp at. In my play, a young Mexican-American Marine [Santana] discusses his wish to be naturalized by the government. In response, a Gulf War veteran Sergeant [Drudge] mutters, “If you die, maybe they’ll make you [a citizen] one.” One audience became silent, the other roared. When I wrote that line I was aiming for tragic but I’ll gladly accept the guffaws.

It’s one thing to write about history after it’s mostly been done and said. But my play had to be shaped to withstand any future developments. I believe (fingers crossed with duct tape) I achieved this by sharply defining the timeframe of the play. It’s not about what happened or even what really happened. It’s about what we knew when it happened then. I based my play on the opinions and beliefs that were in vogue in order to show how it all came to pass. Instead of focussing my sights on the Administration, I targetted the Media and how they sold the American public a preventive invasion (one way was by referring to it as preemptive).

Every day I hear new news I still sometimes worry that all my hard work will have gone to waste (though if tomorrow Bush/Cheney gets impeached, Rumsfeld, Wolfowitz, etc. go to jail, and our troops come home I won’t mind). But so far my plan has worked. Saddam’s capture caused me to pause, but that still didn’t change “what happened then” (plus I still don’t trust anything they say, for all we really know Saddam may have died in 1999 like it was rumoured) and never will.

Are there enough people out there aching to see a work like mine at this juncture? We’ll see (or, hopefully, you’ll see).

About The Author

Ron Brynaert’s play, “The Rules of Embedment or Why Are We Back In Iraq?” explores the Media’s role in Iraq War II. Sample Scenes & More!

mailto:ronbrynaert@yahoo.com ronbrynaert@yahoo.com

Fiction - Use of Characters in Dramatic Scenes

Successful fiction writing presents the story in successive scenes, linked like a chain. Unlike some of the scenes that may be expository or may present flavor and pizzazz, each dramatic scene should belong to a character, but not necessarily to the protagonist even if the protagonist is present in the scene.

Each scene may emphasize a character of a subplot, the antagonist, or the protagonist. That character has some conflict either inside him or his conflict is with others or some part of life. It is up to the writer to decide before he starts constructing a scene which character will drive that scene and will evoke emotion in the reader.

In Daphne du Maurier’s Rebecca, some scenes in the first few chapters belong to Mrs. Van Hopper who has no bearing on the real plotline, but her presence and her command of those scenes play a significant role in the overall success of the story, because they help to explain the prevailing doubt and inferiority complex of the main character. In the same story, some scenes belong to Maxim de Winter, others to the second Mrs. de Winter, yet still a good number of them to Mrs. Danvers or even to other secondary characters with subplots of their own.

Also, if the events of a dramatic scene follow the commanding character’s last moment in a previous scene or some event of the previous scene, the flow of the story will be successful. In the present scene, a character’s previous approach or attitude decides what this character desires the most or is fighting tooth and nail for. A character’s previous moment gives a clue to his attitude, so the approach with that attitude can flow into the present scene to affect the construction of the present scene.

In Odd Thomas by Dean Koontz, the scenes with Elvis’s ghost are sometimes followed by other scenes with other ghosts in it. This doesn’t mean all following scenes have to have ghosts in them; hence, in some ghost scenes, Odd Thomas is present, so the next scene with Odd Thomas as the commanding character may follow.

Like the main conflict of the story, the conflict inside a scene is most successful if it is inside a character, forced on him by the outside, or against another character. A verbal altercation between characters that leads to no explanation or resolution is not conflict. Novice writers usually take verbal altercations as conflict whereas real conflict is an obstruction to the desire or goal inside the scene, or in other words, the goal is what is to be won or lost for a character or situation in the present scene. Then, if what the character wants is given to him easily, there is no conflict in the scene and the drama is lost, because the objective of a dramatic scene is the conflict, its strength, and how it is resolved.

Also, in successive dramatic scenes, what happens to a character and especially to the main character is important; therefore, positive and negative events should be used interchangeably but without a certain pattern to avoid monotony. For example, if a man wanted by the authorities is on the lam, he may succeed to escape in some scenes and may be caught in others with variations between the scenes.

When the commanding characters’ attitudes and actions in dramatic scenes fit in well with the overall expression of the plotline, the story will charm, impress, and persuade the reader.

Joy Cagil is an author on Writing.Com/ Writing.Com/
which is a site for Writing.Com/ Fiction Writing
Her portfolio can be found at Writing.Com/authors/joycag Writing.Com/authors/joycag .

A First Time Author’s Publicity Kit Materials

If you’re a new author that has been requested to send publicist materials, you may feel left in the dark on what to send. Here’s a list of the usual items.

1. Author Bio
This is no place for modesty. You’re competing with many other authors out there and need to show how your hot and worth it. Remember to include your accomplishments and give a little background information. Often readers want to know about the author’s interests..

2. A photo
This is optional, but if you want to get your face out there, this could help. Keep in mind that not every editor will use your photo.

3. Interviews
Any newspaper/magazine clippings may be include if it’s related to you and your writing, awards an accomplishments. Clippings about your personal life may bore the editor requesting your materials.

4. Reviews
If you have any reviews for your latest release, have them printed on clear 8.5 X 11 paper and include them in your kit.

5. Promotional Items
It may also be requested that you send any promotional items. Examples would be: Posters, pens with your web address, buttons, bookmarks,etc…

As time goes on, you′ll expand your PR kit. A great idea is to have a press kit right on your website to save editors time and money. You may want to have all your current materials in one easy to download PDF file. Each time you have something new to add update the file.

About the Author: Laura Hickey is an up and coming author. Her works include Mysterious Chills and Thrills for Kids and a co-writer position for the TV pilot, Officially Lush. You can read more free articles by Ms. Hickey on her homepage:

laurahickey.com laurahickey.com

Power of Articles and the Various Proven Article Marketing Techniques

A great majority of the content on the Internet today is composed of articles, so naturally article marketing is a valuable technique to grow your web site into a money making machine. We all know the basics write as many articles as possible and submit them to article directories, but some do not know that there is a lot more to it than that.

In order for your article marketing campaign to be successful you must have a plan. Remember that the more articles you submit the more links you have pointing to your site and the more chances you have of a reader following through to your link in the signature block.

The quality of the article in which you submit will determine how successful your article marketing campaign will be. If your article is full of bad grammar then the reader will probably not be impressed enough to follow through to your website in the signature block. Sure, you will still get some links pointing to your site but the links provided by articles are not the only thing that makes article marketing so useful. If you are not satisfied with the quality of your own articles you should find a good ghostwriter.

If you decide to outsource your articles be sure that the person provides a lot of samples. You will be paying for a service so you want to be sure that you get exactly what you pay for. If you are not happy with his or her writing style find someone else. There are hundreds if not thousands of ghostwriters who would be happy to work with you. A good place to find ghostwriters is discussion forums. It is always good to find one that has writing experience in whatever subject your web site is about. The perfect ghostwriter would be one that is knowledgeable about the topic of your website as well as Internet marketing. This is because Internet marketers know what search engines look for as well as what article directories will accept.

The number of articles you write depends on the amount of time you have to create them or the budget you have to outsource them. If you can write at least one article every other day you will see a rise in your web sites traffic. Give it time you will not see significant gains in the first few weeks. A solid article marketing campaign can take months before it creates an increase in viewers to your site. If you can write and submit an article a day everyday you will see this increase come along much faster.

Before you submit your article to any article directories be sure that you have read their author guidelines thoroughly. Each article directory has a different set of author guidelines. Most will not accept affiliate links or direct advertisements in the article body. Some will accept links to your site in the body but some will not. Some will allow hard-line breaks while others strictly prohibit it. There are dozens of things that article directories will not accept and it is very important for you to know what they are.

One thing that you do not want to do is to submit PLR articles to article directories. These articles are not unique and most directories frown upon them. Submitting these articles will not only get your article denied it would provide you will a bad reputation. If you post un-modified PLR articles to your web site you will hurt it as well. SE’s frown upon duplicate content and these articles are just that. If you do not have exclusive rights to the article in which you want to use in your article marketing campaign, then do not use it anywhere it will only hurt you.

To sum it all up, write quality keyword optimized articles in which you own exclusive rights to and submit to high quality article directories. Write as many articles as possible and if you are not able to pull it off have a quality ghostwriter do it for you. Read the author guidelines of each article directory that you want to submit to and keep doing it over and over again. It may seem to be repetitive and you may not see significant gains at first but if you are consistent article marketing will prove to be the best way to promote your web site and gain a lot of unique, targeted visitors.

Joshua Spaulding is an Author and Webmaster providing Proven ways to ez-onlinemoney.com” target=”_new Make Money Online and ez-onlinemoney.com/How-to-Write-an-Article.html” target=”_new Write a Quality Article. Joshua also runs a Quality articlesarea.com” target=”_new Article Directory.

Secrets of the Writer’s Trade: How to Squeeze Writing into Your Busy Schedule

Congratulations. You’ve got a great writing idea. Alas, you also have a full-time job, kids, and a commuting schedule. Or perhaps you’re still in school and you have loads of homework. How can you possibly find the time to write amidst all this craziness?

First, if you’re having trouble fitting writing into your life, you need to budget your time. I suggest you do a “time audit.” This means that, over the course of a day or a few days, or even a week, you track the amount of time you spend doing everything you do throughout the day (or days or week). Take particular note of how much time you spend watching TV, playing sports, sleeping, talking on the phone to your friends, playing solitaire or other computer games, noodling around on the Internet, reading magazines, newspapers, or the latest novel—you get the picture. Your task is to become aware of where in your life you are frittering away valuable minutes and energy.

Although these activities are pleasurable and relaxation is important, couldn’t you decrease the total amount of time you spend on leisure, and give yourself the gift of those same moments to write? My personal experience and my observation of my clients has shown that nine times out of ten the answer to this question is a resounding yes.

It is helpful to look at a project, such as writing a book, in a pragmatic, mathematical way. Although the time it takes to write a book may seem daunting at first, and loom large in your imagination, in fact it is a finite activity with a beginning and an end. Even when a subject is complex, if you’re well organized and at least moderately disciplined it is going to be a manageable task.

It is possible to research and draft a 160-page book in approximately 200 hours. Therefore, if you allot yourself only one hour per day to writing or commit to completing one chapter per week, you will be able to complete your book in under a year—with plenty of time left for revisions. Here are some important numbers to keep in mind: a typeset page is about 350 words, so a 160-page book contains about 60,000 words. So, let’s say you had ten 6,000-word chapters to write. That breaks down to about 1,000 words a day. Break your book project down into doable chunks, which you can complete if you give yourself undivided focus for relatively short periods of time.

You may find that it takes a little bit of diligence and ingenuity to create undivided focus for your writing time. For example, you may have to negotiate for some privacy with your family and friends. You may have to get up an hour earlier so you can write when everyone else is asleep. Or lock the door and turn off the phone when you write. Personally, I put the following outgoing message on my answering machine when I am writing: “Hi, this is Stephanie. It’s Monday and I’m in writing retreat. This means that I’m not picking up the phone. Leave me a message and I’ll return it within 24 hours.” Whatever you find you need to do in order to protect your writing time, do it!

Once you have carved out the time in which to write, consider how to best go about the writing itself. One way to approach a book project is to write each chapter as a blog, and then weave all of these blog entries together to form the book. The idea here is to write first and edit later. It’s much easier to get your material down on paper (or on computer, as the case may be) and then refine it, rather than editing as you go. This is particularly true if you’re a perfectionist and can slow yourself down by trying to get every sentence exactly right the first time around.

Keep in mind that you also have the option of hiring an editor or a ghostwriter to do the editing and refining for you after you have created your initial draft.

One last thing: if you’re having trouble dropping into writing mode, understand that writing is something you get better at the more you do it—especially if you do it regularly. So, even if you can only eke out a couple of sentences on a given day, give yourself the full hour of time to continue trying to write. You’re training your mind to focus on your project. Like a wild animal, it needs to be tamed. This is sort of like meditation. If you have it in your schedule that the first thing you do at the start of the day is to write for an hour, you’ll come to expect it and you won’t resist it so much.

See what happens when you apply these tools to your book project. I have no doubt that you will make huge progress with your writing, develop confidence, and then what once seemed an impossible dream will become a reality. Good luck and have fun.

Stephanie Gunning is a bestselling author, editor, and publishing consultant with more than 20 years’ experience in the book business. Her A-list clientele includes bestselling authors, major publishing firms, top caliber literary agencies, and innovative self-publishers. One of the most sought-after nonfiction writers in the publishing industry, she is the coauthor or ghostwriter of 14 published books and the audio program Partner With Your Publisher. She lives in New York, NY. For more information visit her websites: stephaniegunning.com/ stephaniegunning.com/ and publishing-partner.com/ publishing-partner.com/.

188 Step Hero’s Journey (Monomyth) - Screenwriting, Story, Structure

FORWARD

The 188 stage Hero’s Journey (Monomyth) is the template upon which the vast majority of successful stories and Hollywood blockbusters are based upon. In fact, ALL of the hundreds of Hollywood movies we have deconstructed (see URL below) are based on this 188 stage template.

Understanding this template is a priority for story or screenwriters. This is the template you must master if you are to succeed in the craft.

[The terminology is most often metaphoric and applies to all successful stories and screenplays, from The Godfather (1972) to Brokeback Mountain (2006) to Annie Hall (1977) to Lord of the Rings (2003) to Drugstore Cowboy (1989) to Thelma and Louise (1991) to Apocaplyse Now (1979)].

THERE IS ONLY ONE STORY

THE 188 STAGE HERO′S JOURNEY:

a) Attempts to tap into unconscious expectations the audience has regarding what a story is and how it should be told.

b) Gives the writer more structural elements than simply three or four acts, plot points, mid point and so on.

c) Gives you a tangible process for building and releasing dissonance (establishing and achieving catharses, of which there are usually four).

d) Tells you what to write. For example, at a certain stage of the story, the focus should be on the Call to Adventure and the micro elements within.

ABRIDGED TIPS, EXCERPTS AND EXAMPLES:

(simply go to heros-journey.info/ heros-journey.info/ for full details)

*****Supernatural Aid or Mentor*****

Subconsciously the Hero is searching for spiritual guidance and strength to overcome the Period of Desolation and push forward. He (or she) seeks a Mentor or Supernatural Aid.

Often the mentor is a wretched, deformed old man or woman but it can also be anyone that pulls the Hero in the required direction. In Star Wars (1977), the mentor is Obi Wan. In The Empire Strikes Back (1980), it is Yoda. In Raging Bull (1980), it is Vickie - a young blonde sexually alluring teenager. In Wall Street (1987), Bud Fox has his Dad. In Raiders of the Lost Ark (1981), it is the older Marcus Brody and Sallah. In The Shawshank Redemption (1994), it is the older, longer serving Red. In The Big Lebowski (1998), it is Sam Elliott as The Stranger.

*****Pre the Hand-to-Hand battle*****

Post the Crossing of the Return Threshold and before the Master of Two Worlds and Selves, a hell of a lot happens that is rarely given mention. The Final Conflict (a metaphor for this stage) follows a distinct process. It is post the initial catharses and the increases antagonism that the hero often demonstrates calmness and confidence. This is illustrated in many ways. In Straw Dogs (1971), David fixes his glasses and plays music, disconcerting his enemies.

Learn more…

WRITE THAT SCREENPLAY!

The Complete 188 stage Hero’s Journey and other story structure templates can be found at monomyth.info/ monomyth.info/

188 stages of the Hero’s Journey can also be reached from story-structure.org/ story-structure.org/

You can also receive a regular, free newsletter by entering your email address at this site.

Kal Bishop, MBA

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You are free to reproduce this article as long as no changes are made, the author’s name is retained and the link to our site URL remains active.

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