The Top 10 Ways to Reduce Violence

I happen to live near the one of the tragic “school shootings” of the recent past, and I’ve seen how the grief, anger, heartache and turmoil have impacted our community. It has brought home that a general abhorrence of violence is not enough. While I’m sure others will have different, and perhaps wiser, suggestions about how to reduce violence, here are my Top 10 Ways to Reduce Violence. If you can improve them, I welcome your feedback, but I suspect it may be more important and more useful if you write a letter to your local newspaper or school board. Together, we can reduce and perhaps eliminate violence.

1. Disconnect anger from violence. I am convinced that human beings get angry, and that anger at injustice is often justified. There is healthy anger that insists, “There has to be a better way!” I shutter when I hear parents tell children, “You shouldn’t be angry.” Tell them instead, “You’re feelings are OK, you can be angry, but you may not hit or hurt others.”

2. See the connection between the love of violence and violence itself. Fascination with brutality, guns and bombs, war and evil must increase the chances for violent behavior. I can’t prove that, it just seems likely to me.

3. See the connection between all levels of violence. Insults and taunting, humiliation and shaming are forms of violence. When we treat people badly, it should not surprise us when they seek a way to “get even.”

4. Take all violence seriously. Playground bullies and sibling rivalries do not have to be accepted as part of life, at least not when children are getting hurt. Kids squabbling over “my toy” is one thing; hitting or pulling hair or knocking each other down is something else. We do not have to accept it as normal behavior.

5. Take troubled, angry people seriously. We talk about needing more early intervention with troubled kids, and I agree. But people of all ages get trapped in situations they can’t handle, with emotions they don’t know how to express. Domestic violence, violence among co-workers and among children should always be treated as a serious matter. Hitting and hurting, and threatening to hurt, are not OK.

6. Deal with the availability of guns. Knives, cars, and a thousand other things also kill people, but guns have a unique place in the American imagination. Of course, they also have a place in the rich tradition of hunting and target shooting. I don’t have all the answers, but hunting seems different than having military-style weapons available in millions of homes across the country. There must be a better system.

7. Acknowledge the connection between violent images and violent behavior. I abhor censorship, so this is a tough one. But if 30-second images can sell us lipstick and Buicks, and change the way we vote, it seems likely that hours and hours of explosions, shootings, fights and mayhem may also influence behavior. To be blunt, I am particularly troubled by the violence in video games and the number of violent “action adventure” movies we support as a culture. Something strange is going on!

8. Acknowledge the connection between sports and violent behavior. Again, sports is a sacred icon in American culture, but it seems that sports have been separated from athletics. Instead of every child participating in gym class and competing in intramural sports, we have a culture of super-hero super-stars who are virtually above the law. Hockey, basketball, football and other sports all tolerate behavior that would result in arrest for assault outside the sports arena. Competition and fitness are valuable; organized violence is not acceptable!

9. Acknowledge the connection between language and violence. Business uses the language of the battlefield, and sports is full of encouragement to “get out there and kill”, “massacre them”, and “beat their brains out”. Our legal system is based on the idea of lawyer’s doing battle. While hiring a representative to fight with words instead of clubs was a huge step forward in the middle ages, perhaps our society is ready for an even higher level of conflict resolution.

10. See the violence in ourselves. Sometimes I find myself so angry I “daydream” about violence, or “really showing them”. I hear jokes that use the phrase, “Just shoot the bastards!” I know if “looks could kill” or if cutting statements actually drew blood, I’d be in deep trouble. Violence is not just someone else’s problem. I must work for peace, love and improved conflict resolution in my own life. How about you?

The McDonnell Douglas MD-11

I

The McDonnell-Douglas MD-11, intended successor to its earlier DC-10 and the third widebody tri-jet after the DC-10 itself and the Lockheed L-1011 TriStar, traces its origins to the General Electric and Pratt and Whitney engine competition to provide a suitable powerplant for the Lockheed C-5A Galaxy military transport, resulting in the first high bypass ratio turbofan, while the DC-10, the result of American Airlines’ 1966 requirements for a 250-pasenger transcontinental airliner, had been built in five basic versions, inclusive of the DC-10-10, the DC-10-15, the DC-10-30, the DC-10-40, and the KC-10 Extender, achieving an ultimate production run of 446. Program cost overruns had intermittently necessitated the Douglas Aircraft Company’s merger with McDonnell, hitherto a military aircraft manufacturer, in order to ensure survival of both the company and its aircraft.

Douglas design studies for both narrow and widebody successors, powered by high bypass ratio turbofans and accommodating 150 passengers, had been initiated as far back as the late-1970s. Although no definitive aircraft program had, in the event, been launched, detailed market analysis, along with new technological research, would later prove valuable to the eventual design. The 60 orders for the KC-10 had enabled Douglas to maintain the basic DC-10 production line longer than it would have if it had only relied on commercial orders, thus delaying the need for a replacement. Yet, because it would be based upon its earlier-generation counterpart, it could proceed through its definition and design phase far more rapidly than the later, competing Airbus A-340 and Boeing 777, entering the market earlier than these aircraft and tapping into an existing DC-10 customer base for potential sales.

Unlike that aircraft, however–whose five basic versions had shared the same fuselage length and cross-section–the projected successor of 1979 had featured a 40-foot fuselage stretch capable of accommodating 340 mixed-class passengers, three General Electric CF6-50J turbofans producing 54,000 pounds of thrust each, a strengthened wing, and a 630,000-pound gross weight.

The resultant DC-10-60, paralleling the earlier, stretched, long-range DC-8-60 series, had offered a 75-passenger increase over the DC-10s of Air New Zealand and Swissair who had been targeted as potential launch customers, but use of the existing wing had severely eroded performance, and five-foot extensions, coupled with a new wing fillet and active ailerons to reduce gust loads, had considerably improved it. Indeed, revised trailing edge flaps and a larger tailcone had resulted in a 24-percent fuel reduction over that of the DC-10 and its seat-mile costs had been lower than those of the four-engined Boeing 747.

Program launch, intended for 1979, had been usurped by Douglas’s further definition of its versions, which, designated “DC-10-61,” “DC-10-62,” and “DC-10-63,” had even more closely reflected the DC-8-61, DC-8-62, and DC-8-63 nomenclatures. The DC-10-61, for instance, had been intended as a domestic variant with the 40-foot fuselage stretch and a 390-passenger capacity, and had been powered by 60,000 thrust-pound engines. The DC-10-62, with a reduced, 26.7-foot fuselage insertion, had been intended for very long-range operations, with a 14-foot wingspan increase, active ailerons, and a four-wheeled centerline main undercarriage unit. It had been intended to carry some 40 fewer passengers than the -61, while the -63 had combined the design features of both, resulting in a high-capacity, long-range variant.

A series of intermittent DC-10 accidents, none of which had been traced to an inherent design flaw, along with the prevailing economic recession, had precluded further Super DC-10 development at this time, although one of its features, eventually incorporated in its successor, had been flight-tested on a Continental Airlines DC-10-10 in August of 1981. Winglets, extending both above and below the wing tip, and varying in size, had resulted in a three-percent fuel reduction because of an equal decrease in generated drag.

Thus buoyed only by MD-80 sales, the Douglas Aircraft Company rode the recession. A projected DC-10 replacement, bearing an MD-11X-10 designation in 1984 and offering considerably more advancement than the original Super 60 series had, had been most closely based on the DC-10-30 with a 580,000-pound maximum take off weight, a 6,500-nautical mile range with a full payload, and either three General Electric CF6-80C2 or Pratt and Whitney PW4000 engines. A higher-capacity version, to be offered in parallel with the basic airframe, had featured a 22.3-foot fuselage stretch, to permit 331 mixed-class passengers to be carried over 6,000-mile ranges and had a corresponding 590,000-pound gross weight. American, Delta, Lufthansa, and Toa Domestic Airlines, considering this iteration, had suggested refinements which had later been incorporated in the definitive aircraft.

By the following year, the board authorized order solicitations, although both versions had, by this time, featured the same fuselage length, the medium-range variant, at a 500,000-pound gross weight, offering a 4,781-mile range, and the long-range counterpart, at a 590,000-pound gross weight, offering a 6,900-mile range. Accommodating some 335 passengers in a typically mixed arrangement, they introduced composite construction, a two-person cockpit, and an advanced electronic flight system.

At the time of official program launch, which had occurred on December 30, 1986, 92 orders and options had been placed by Alitalia, British Caledonian, Federal Express, Korean Air, SAS, Swissair, Thai Airways International, and Varig.

The MD-11, which had rolled out for the first time some three years later in September of 1989 in Long Beach, California, and had been registered N111MD, had been devoid of its engines, winglets, vertical stabilizer, and paint scheme, but displayed the logos of the 29 customers which had ordered or optioned the type by this time. As these surfaces had subsequently been added, however, it bore a close similarity to the DC-10-30 from which it had been derived.

Featuring an 18.6-foot stretch over that aircraft, attained by means of two fuselage plugs, it retained its nose and cockpit sections, but introduced an elongated, drag-reducing, chisel-shaped tailcone, and offered a 201.4-foot overall length when fitted with General Electric engines, or a 200.11-foot overall length with Pratt and Whitney powerplants.

The two-spar Douglas airfoil, built up of chordwise ribs and skins and spanwise stiffeners, featured a 169.6-foot span, a 35-degree sweepback at the quarter chord, and six degrees of dihedral, rendering a 7.9 aspect ratio and a 3,648-square-foot area. Low-speed lift was augmented by new, full-span leading edge slats and redesigned, double-slotted trailing edge flaps, while roll control was provided by inboard, all-speed ailerons made of metal with composite skins, and outboard, low-speed ailerons which drooped with the trailing edge flaps during take off and were entirely constructed of composite material. Each wing also contained five spoiler panels.

Fuel, carried in wing integral tanks, totaled 40,183 US gallons.

Up- and downward-extending winglets, installed on the wingtips themselves, had provided the greatest distinction to the DC-10. Harnessing the drag-producing vortex otherwise created by wingtip pressure differential intermixing, they had been comprised of a seven-foot, upward-angled section made of a conventional rib and spar, but covered with an aluminum alloy skin and completed by a carbonfibre trailing edge, and a 2.5-foot, downward-angled section made entirely of carbonfibre, collectively encompassing a 40-square-foot area.

Because of the increased moment-arm and computer-controlled longitudinal stability augmentation software, the MD-11’s horizontal tail had been 30 percent smaller than that of the DC-10 and featured a 2,000 US gallon integral trim tank which increased range and facilitated in-flight center-of-gravity optimization. Its advanced, cambered airfoil, and reduced, 33-degree sweepback, coupled with an electromechanically-activated variable incidence tailplane fitted with two-section, slotted, composite trailing edge elevators on either side, resulted in a 1,900-pound structural weight reduction and decreased in-flight drag.

Power had been provided by three 62,000 thrust-pound General Electric CF6-80C2 or 60,000 thrust-pound Pratt and Whitney PW4462 high bypass ratio turbofans, two of which had been pylon-attached to the wing leading edge underside and one of which had been installed in the vertical tail aft of the fin torsion box. Tracing its origins to the 41,000 thrust-pound TF39 engine originally developed for the Lockheed C-5A galaxy, the former had evolved into the quieter, more advanced CF-6 intended for commercial operation, and its 40,000 thrust-pound CF6-6D had powered the domestic DC-10-10, while its 48,000 thrust-pound CF6-50C had powered the intercontinental DC-10-30, along with the Airbus A-300 and some versions of the Boeing 747. The even more advanced CF6-80A had also been chosen to power the A-310 and the 767.

Incorporating the CF-6’s core, with a larger, 93-inch, two-shaft fan, the CF6-80C2 powering the MD-11 had offered 17-percent more thrust and had a bypass ratio of 5.05. Linked to a full authority digital engine control system, which itself had provided electronic autothrottle and flight management system interface, the turbofan had offered reduced fuel burn.

The alternative Pratt and Whitney PW4060, whose reduced length equally decreased the aircraft’s overall length by five inches, had been the only other customer option. The Rolls Royce RB.211-524L Trent, briefly listed as a third alternative, had been specified by Air Europe for its 18 firm and optioned orders, but the financial collapse of its parent company had precluded its continued offering.

The hydraulically-actuated, tricycle undercarriage, like that of the DC-10-30, had been comprised of a twin-wheeled, forward-retracting nose unit; two quad-wheeled, laterally retracting main gear bogies; and a twin-wheeled, forward-retracting, fuselage centerline strut, all of which had featured oleo-pneumatic shock absorbers.

The MD-11 cockpit, significantly deviating from the DC-10’s, had been operated by a two-person crew, the third, or flight engineer, position replaced by digital avionics and computerized flight control and management systems, while the Aircraft System Control, or ASU, had been comprised of five independent, dual-channel computers which automated all of his previous functions.

The passenger cabin, designed for flexibility, had incorporated seat, galley, lavatory, and garment closet installation on cabin length-running tracks whose one-inch increments facilitated multiple configurations and densities and rapid rearrangements, thus permitting carriers to operate the type on scheduled flights during the week and on high-density/charter services during weekends. Compared to the DC-10 cabin, the MD-11 featured light-weight side panels and seat assemblies; improved lighting; larger, restyled overhead storage compartments which tripled the per-passenger volume to three cubic feet; standard centerline bins aft of the second door; and provision for overhead crew rest beds.

A typical two-class, 323-passenger configuration had entailed 34 six-abreast first class seats at a 41- to 42-inch pitch and 289 nine-abreast economy class seats at a 33- to 34-inch pitch, while a three-class arrangement had included 16 six-abreast first class seats at a 60-inch pitch, 56 seven-abreast business class seats at a 38-inch pitch, and 221 nine-abreast economy class seats at a 32-inch pitch. Maximum capacity, in a ten-abreast, three-four-three configuration, had been 409.

The MD-11, with a 114,100-pound weight-limited payload, had a 602,500-pound maximum take off weight. Accommodating 298 three-class passengers, it had offered a 6,840-nautical mile range, including FAA-required reserves.

First taking to the skies on January 10, 1990 from Long Beach, the MD-11 had performed stability and control tests over Edwards Air Force Base, achieving a maximum altitude of 25,000 feet and a 300-knot speed before concluding a highly successful two-hour, 56-minute maiden flight. Three hundred fifteen orders and options had been received for the type by this time.

The certification program, which had entailed four General Electric CF6-80C2 and one Pratt and Whitney PW4460 powered airframe, had notched up several commercial tri-jet records, including a 9,080-mile flight from Anchorage, Alaska, on July 31, 1990, with the fourth prototype, which had remained aloft for 16 hours, 35 minutes.

Type certification had been achieved on November 8 for the CF6-80C2-powered version and December 19 for the PW4460 aircraft, while clearance had been given for Category IIIB landings the following April.

II

Finnair, the type’s launch customer, had taken delivery of its first aircraft, registered OH-LGA, at a ceremony in Long Beach on November 29, 1990, and a representative intercontinental sector with this aircraft had been made two years later, in October of 1992.

Founded on November 1, 1923 by Bruno L. Lucander, the private carrier, then designated “Aero O/Y,” had inaugurated service the following March to Reval, Estonia, with Junkers F.13 aircraft, before expanding to Stockholm, with an intermediate stop in Turku, in cooperation with Sweden’s ABA. Finnish domestic route development, because of the country’s profusion of lakes, had necessitated floatplane equipment, although post-1936 airport construction had enabled it to acquire two de Havilland Rapide Dragon biplanes and, later, two Junkers Ju.52/3ms.

Shortly after World War II-mandated flight suspension had been lifted, the fledgling airline, now 70-percent government owned and renamed “Aero O/Y Finish Air Lines,” had reestablished its Helsinki-Stockholm sector and acquired nine DC-3s.

The 1950s, characterized by continental route system expansion and modern, Convair 340 aircraft acquisitions, had taken it to Dusseldorf, Hamburg, London, and Moscow from a steadily expanding Helsinki flight hub, and the type had been superseded by the slightly higher-capacity Convair 440.

The MD-11, powered by General Electric CF6-80C2D1F engines and configured for 58 business class and 278 economy class passengers, had been ordered to replace its DC-10-30s, and had first been deployed on the Helsinki-Tenerife route on December 29, 1990, to amass initial operating experience before being transferred to the North American and Far Eastern sectors for which it had been intended.

Its two MD-11s had operated the Helsinki-Tokyo and Helsinki-Bangkok-Singapore routes, while its DC-10-30s had continued to serve the New York and Beijing sectors.

The first, to Japan, had spanned 4,862 miles and had entailed a nine-hour, 35-minute block time, and had been operated by the first MD-11 to enter passenger-carrying service, OH-LGA.

The tall, dense trees surrounding Helsinki’s Vantaa International Airport, still wearing their yellow and gold autumn coats, appeared diffused as the biting, 30-degree wind whirled snow flurries toward the geometric pattern of ramps, taxiways, and runways. The goliath, blue-trimmed Finnair MD-11 tri-jet, currently the only widebody on the white-dusted tarmac accompanied by a myriad of narrow body DC-9, MD-80, and 737-300 twinjets, was towed to Gate A-4 30 minutes before its scheduled, 1620 departure time amid the late-afternoon, diminished Nordic light.

The MD-11’s two-person cockpit, a radical departure from the DC-10’s, sported six eight-square-inch Cathode Ray Tube (CRT) glass display units, comprised of the duplicated Primary Flight Display (PFD), Navigation Display (ND), Engine and Alert Display (EAD), and Systems Display (SD) schematics, while the Automatic System Controllers, located on the overhead panel, were subdivided into sections for hydraulics, electrical, pneumatics, and fuel, each controlled by two independent computers. The Flight Control Panel (FCP) itself, located on the Glareshield Control Panel (GCP), featured controls for autopilot and flight director mode selections, as well as flight management system mode change controls, inclusive of speed (SPD), navigation (NAV), and profile (PROF).

The pending, trans-Siberian flight’s departure and destination points, weights, moments, flight plan, take off runway (04), and take off performance calculations, obtained from the station-prepared load sheet, had been entered into the keypad-resembling Multifunction Control Display Unit (MCDU) located on the center pedestal between the two pilots. The flight’s Standard Instrument Departure (SID) had subsequently been loaded into the flight management system during inertial reference system initialization.

The number three engine, the first to be started and the furthest from the bleed air source, had been engaged by pulling the Engine Start Switch, its start valve moving into the open position, as verified by an amber confirmation light. When the N2 compressor speed had equaled 15 percent, the start lever had been moved to the “On” position and the engine start switch, reflecting an exhaust gas temperature (EGT) of between 45- and 52-percent, had popped in, the start valve now closed and the amber light disilluminating. The engine’s N1 tachometer had settled at 23-percent and its exhaust gas temperature had hovered at the 700 degree Fahrenheit mark. The sequence had then been repeated for the other two turbofans, followed by completion of the “After Start Checklist.”

Tug-maneuvered from its nosed-in parking position, the MD-11, operating as Flight AY 914, had initiated its autonomous movement with an almost imperceptible throttle advancement, testing its flight surfaces and following Vantaa Ground Control taxi instructions.

Navigating the snow-patched, blue light-lined taxiways in virtual darkness, the lumbering tri-jet made a 180-degree turn on to Runway 04 with the aid of its nose wheel steering tiller, the nose wheel itself positioned so far behind the cockpit that the aircraft had been inched well beyond the strip’s centerline before it had actually initiated the turn toward it, its elongated, wide fuselage following it in trailing mode. Full rudder deflection provided ten degrees of steering on the ground, while the nose wheel achieved up to 70 percent of left and right laterability.

Receiving take off clearance, the MD-11, sporting 25 degrees of trailing edge flap, had thundered into initial acceleration as its throttles, manually advanced to the 70-percent position, nourished its huge-diameter General Electric turbofans with a steady stream of fuel, as they swallowed massive quantities of cold air with each, increasingly faster fan rotation. The AUTOPILOT button, located on the Flight Control Panel and engaging the autothrottles themselves, computer-controlled the aircraft into its proper take off thrust setting, coupled with automatic engine synchronization.

Elevator-leveraged into a nosewheel-disengaging rotation, the tri-jet surrendered to the purple, snowflake-blurring dusk, its heavy fuel load exerting a wingtip-curving bending load and its wing leading edge light beams slicing through the obscurity as it climbed out over Runway 15 and the ground light splotches representing Helsinki. Retracting its tricycle undercarriage, the aircraft, whose pitch bars had indicated its correct climb attitude, had automatically adhered to its standard instrument departure course.

Arcing into a shallow right bank over the coast, Flight 914 retracted its trailing edge flaps, although its leading edge slats had remained extended until additional speed had been amassed. Engaging the navigation mode enabled the aircraft to fly its departure profile, while activating the autoflight system, coupled with the “NAV” and “PROF” buttons, ensured that it followed its route, climb, outbound radial, and either air traffic control-assigned or level-off altitude. Airspeed had been maintained at 250 knots below 10,000 feet, at which time it had been permitted to accelerate to 355 or beyond, and its leading edge lights had been retracted.

Surmounting one of many cloud decks, the aircraft crossed the Gulf of Finland, whose dark purple surface had been separated from the horizon by a diffused band of chartreuse light. Increasingly encased in howling slipstream, it passed over the coast of the former Soviet Union at a 472-knot ground speed, flying southwest of St. Petersburg in black skies which had been traced by a thin, glowing orange line on its western horizon, now located behind its left wingtip, as it settled into its initial, 33,000-foot plateau at a 509-knot ground speed, destined for the Ural Mountains and Siberia.

The passenger cabin, sporting diagonal-patterned, light and dark blue upholstery, had featured six rows of seven-abreast, two-three-two, configured business class seats in the forward section, followed by another three aft of the second cross aisle. Economy class seating, entirely in a ten-abreast, three-four-three, arrangement, had included nine rows behind the business class, and 21 in the aft cabin, running between the third and fourth cross aisles.

Dinner in the latter, according to its bilingual English and Japanese menu (which, in October of 1992, had ironically featured an in-flight profile of one of Finnair’s DC-10-30s), had included a selection of aperitifs, beer, wine, and nonalcoholic beverages served with lightly salted peanuts and smoked almonds; a crabmeat and mushroom seafood salad on a lettuce bed with jumbo shrimp, sliced cucumbers, and cherry tomatoes; a basket of hot white and wheat rolls with Finnish butter; mango beef or chicken in curry-coconut cream sauce; French camembert cheese with crispy rye crackers; raspberry mousse cake; coffee or Japanese tea; a selection of liqueurs; after-dinner mints; and hot towels.

Maintaining a 567-knot ground speed, the MD-11 penetrated the minus 62-egree tropopause at a three-degree nose-high attitude, passing southeast of Arkhangelsk over the frozen Siberian tundra, with seven hours, 30 minutes remaining on its flight plan. Thinning cloud layer, appearing like sheathing veils, revealed periodic orange and white, population center-represented pearls steadily moving beneath the protruding, massive-diameter turbofans as they propelled it toward Adak and thence south of Naryan-Mar.

Oblivious o the passengers, the upper and lower winglets delayed the otherwise vortex-created wingtip pressure differential intermixing, reducing drag, while the horizontal stabilizer-located trim tank had enabled the aircraft to shift its center-of-gravity rearward, toward its 34-percent aft design limit, further reducing drag and coincident fuel burn by 2.7 percent. The type had standardly operated within a 29- to 32-percent range.

Flight 914’s flight plan progress, indicated by a series of position and ground speed readings, had been the result of the IRU’s position and velocity coordination with VHF omni-directional radio range (VOR) and distance measuring equipment (DME) stations between Finland and Japan. The Flight Plan (F-PLN) display selected on the MCDU yielded the aircraft’s position and waypoints aligned in a vertical manner on the screen, with the estimated times beside them, along with speed and altitude, listed as “Position,” “Estimated Time Overhead” (ETO), “Speed” (SPD), and “Flight Level” (ALT).

Passing over Irkutsk, the Yabblonovyy Mountain Range, and Tsitisihar, the aircraft moved ever eastward, toward Vladivostock.

Slicing the darkness and opening day in the Orient, dawn’s razor pierced the eastern horizon with a thin cut through which an orange glow had poured ahead of the port wing, somehow emphasizing the cylindrical nature of the planet over which the tri-jet presently arced. “Tomorrow,” seemingly eager to unleash its force, streamed through the gradually-enlarging fissure marking the demarcation line between the 24-hour cycle’s two modes, its light intensifying and transforming the black, nocturnal doom of Siberia into a cold, partially habitable purple and ultimate dark, pre-dawn blue. The amount of humanity awakening to such light below in the vast wasteland had undoubtedly been infinitesimal. The sun, appearing a red, liquid mercury immersed in a gray-black sea, slowly triumphed over night, its upper, head-like rim becoming distinguishable as it shyly revealed the rest of its body, illuminating the ice-capped, corrugated crust of the Russian mountains covering the area immediately below the fuselage. Initially seeming to float in a dark-brown sea, they became independently distinguishable as the sun stretched its floodlighting rays, like pointing limbs, toward them.

Passing over snaking, copper-reflecting rivers, Flight 914 consumed the two hours, 11 minutes remaining on its flight plan.

Aromas of brewing coffee enticed the groggy, mostly-sleeping passengers from nocturnal slumber in the cabin, a process only partially augmented by breakfast-precedent hot, perfumed towels. The meal itself had included orange juice, a three-egg omelet filled with creamed spinach, thick slices of Danish ham, assorted rolls, Swiss black cherry preserves, Finnish cheese spread fondue, cream wafers, and coffee or tea.

Banking on to a southeasterly heading with the aid of its inboard ailerons, the MD-11 had, after virtually the duration of its cruise, departed Soviet air space for the first time over snow-dusted, chocolate-brown ridges whose peaks had been gently grazed by funnels of vapory mist, following them to the coast and the morning sun-reflected, copper surface of the Sea of Japan. One hour, 23 minutes had remained to Tokyo.

Motionlessly suspended above the water’s glass-like surface, it cruised past the silver peak of Mount Fuji, now maintaining an almost due south, 180-degree heading. Banking left over cumulous patches, it forged its final link to Japan, with its time-to-destination having unwound to the 40-minute mark.

The ridges defining Honshu Island appeared ahead.

Tokyo had been reporting clear skies and 20-degree Celsius temperatures.

Traversing the coast over Niigata, the MD-11 had reached a position directly northwest of its destination, with 25 minutes remaining on its flight plan, disengaging itself from its aerial plateau for the first time in almost nine hours by means of the cockpit-selected “NAV” and “PROF” modes.

Induced into a nose-down, slipstream-increasing descent profile, Flight 914 traced the coastline before briefly passing out over the whitecapped Pacific, now ATC-vectored into a series of three right banks. Automatically guided, the aircraft reduced speed to 250 knots as it had transited the 10,000-foot speed restriction, adhering to its Standard Terminal Arrival Route (STAR), propelled by its three massive turbofans whose N1 tachometers had registered almost-stationary, 34-percent readings.

An air traffic control-requested speed reduction, to 200 knots, had, according to the speed tape, required an initial trailing edge flap extension, to 15 degrees.

As the aircraft had sank over brown, tan, and green geometric-patterned farmland on its final approach heading of 340 degrees, the captain had selected the Approach/Land tile, the autoland system armed for an instrument landing system (ILS) approach and poised to capture the glideslope and localizer. The Approach page of the MCDU, yielding landing weight, runway, barometric pressure, and final flap setting speed readings, listed the following for RJAA, the ICAO four-letter code for Tokyo-Narita: a 208-knot “clean” speed, a 158-knot flap extension speed to the 28-degree position, a 161-knot approach speed with 35 degrees of flap, a 158-knot V-reference speed, and a 150-knot touchdown speed.

Sporting significantly increased wing area with leading edge slat and 35 degrees of trailing edge flap extensions, the blue-trimmed Finnair MD-11, projecting its tricycle undercarriage like four outstretched claws, conducted its final approach over the Narita suburbs in the flawlessly-blue morning, passing over the runway threshold. Sinking toward the concrete, during which time altitude calls had been computer-generated, the widebody tri-jet had been pitched into a seven-degree, nose-high flare, retarding its authothrottle to idle at 50 feet and permitting ground effect to cushion its main gear contact. Manually throttled into its reverse thrust mode, it had unleashed its upper wing surface spoilers, their handle having been moved from the retract (RET) setting through the “1/3,” “2/3,” and “FULL” marks as the aircraft decelerated. The nosewheel thudded on to the ground.

Taxiing to Satellite Four of Narita International Airport’s South Wing, the aircraft moved into its Gate 44 parking position at 0855, local time, ending its intercontinental flight sector and completing the circular pattern of nosed-in widebody airliners comprised of an Austrian Airlines A-310-300, a Japan Air Lines 747-200B, a British Airways 747-400, an ANA 747-200B, a Northwest 747-200B, and a Swissair MD-11.

III

Initial MD-11 service had not always been so routine. Indeed, the aircraft had demonstrated gross weight and drag increases far in excess of performance projections, resulting in payload and range deficiencies, and Robert Crandall, then American Airlines’ CEO, had refused to take delivery of the type, substituting an existing DC-10-30 on the San Jose-Tokyo route for which it had been intended. A series of performance improvement packages (PIP), targeting the shortcomings, had ultimately remedied the situation.

By January 1, 1996, 147 MD-11s had been delivered to 24 original customers and operators who had collectively engaged the aircraft in an 11.6-hour daily utilization, experiencing a 98.3-percent dispatch reliability.

Aside from the initial passenger MD-11, several other versions, although in very limited quantities, had been produced.

The MD-11 Combi, for example, had featured an aft, left, upward-opening freight door, permitting various percentages of passengers, from 168 to 240, and cargo, ranging from four to ten pallets, to be carried on the main deck, while lower-deck space had remained unchanged. With a 144,900-pound weight-limited payload, the aircraft had a maximum range of between 5,180 and 6,860 nautical miles.

The MD-11CF Convertible Freighter had featured the main deck door relocated to the forward, port side. Martinair Holland, launch customer for the variant in August of 1991, had placed four firm orders and one option for the type.

The MD-11F, with a 202,100-pound payload, had been a pure-freighter without passenger windows or internal facilities ordered by FedEx, while the MD-11ER Extended Range, launched in February of 1994, had featured a 3,000 US gallon fuel capacity increase carried in lower-deck auxiliary tanks, a 6,000-pound higher payload, a 480-mile greater range, and a new maximum take off weight of 630,500 pounds. World Airways, selecting the Pratt and Whitney PW4462 engine, and Garuda Indonesia, specifying its General Electric CF6-80C2 counterpart, had placed the launch orders.

Dwindling sales, the result of the design’s initial performance deficiencies, American Airlines’ reputation-damaging public criticisms, order cancellations, and competition from the Airbus A-340 and Boeing 777, had forced McDonnell-Douglas to write down $1.8 million for the program in 1996 and by the following year, after McDonnell-Douglas’s merger with the Boeing Commercial Airplane Company, it had no longer been feasible to continue its production. The original Douglas Aircraft Company Building 84, located at Long Beach Airport and incubation point for all McDonnell-Douglas DC-10 and MD-11 widebody tri-jets, had hatched its 200th and last MD-11, a freighter, for Lufthansa Cargo, in June of 2000, and the aircraft, towed across the road to the runway, bore the title, “The perfect end to a perfect era.”

The complete production run had included 131 MD-11P Passenger versions, five MD-11C Combis, six MD-11CF Convertible Freighters, 53 MD-11F Pure-Freighters, and five MD-11ER Extended Range variants.

The figures, added to the 446 DC-10s built between 1971 and 1988, had resulted in a total of 646 tri-jets having been produced.

Although McDonnell-Douglas had studied several stretched, re-engined, and rewinged MD-11 successors designated “MD-12s,” including a double-decked, quad-engined, A-380-resembling configuration, these ambitious proposals had exceeded the value of the manufacturer itself, and when Taiwan Aerospace had withdrawn financial support for the definitive version, which had reverted to a tri-jet design with an advanced wing, the three-engined widebody, tracing its lineage to the original DC-10, had finally ended, leaving the increasing number of passenger-converted airframes into freighters to carry their pedigrees into the early-21st century.

Acting Tip: Acting Resumes, Cover Letters, and Headshots, Oh My!

If you want to really stand out as an actor (and I think you do), you will have to make your resume stand out for you.

Your resume, cover letter, and headshot are really the first impressions you’ll ever make. They act as your agent–good ones get you auditions, bad ones don’t…

So, how does one go about standing out from the rest of the crowd? Well, first of all, you have to think like a marketer. What makes YOU interesting and unique as an actor? This is you USP (Unique Selling Point). Your resume and cover letter act as your USP…

In order to make your resume and cover letters really effective, you must follow a few simple guidelines:

For your resume, divide the page into two parts–one part for your actual resume, one part for testimonials (yes, testimonials!). Testimonials should be from former directors, playwrights, etc. and they shouldn’t be hard to get. Just ask! (but be sure to get their permission to use their testimonial on your resume) Include the name and position of the person underneath each testimonial quote.

If you are just starting out, include EVERYTHING acting-related on your resume–list every acting job you’ve ever had–no matter how small or big the part (yes, even the non-speaking parts!). Remember, you are trying to fill out your resume–list as much as you can. As time goes by, pick off the less glamorous acting parts and replace them with the true gems that highlight your best work.

Include a small thumbnail headshot of yourself on your resume. This will ensure that if your headshot and resume ever do get separated, your photo will be forever intact ON your resume.

Actors have little time to spend on marketing themselves–let alone anything else non-acting related. For this reason, you should have two form letters ready to go at all times–one for theater, one for film/television. Keep it short and sweet. Your letter should include a brief introduction, your purpose for writing in, your recent endeavors, and a friendly closing. For example, my cover letter states: I’m writing you today because I am very interested in auditioning for your play (or ‘film’ or ‘project’–depending on what you’re submitting for) . I know your time is valuable, so I’ll make this short: I would really appreciate it if you could take a moment to review my headshot and resume and let me know if you’d like to meet with me. Again, your letter should include your most recent or current work (try to include pictures within the body of the letter), what classes you’re taking, etc. Then wrap it up with something short and sweet like: Thank you for your time and consideration. I’d love to meet with you. I can be reached at XXX-XXX-XXXX. I hope to hear from you soon. And then, sign your name to it.

When sending a headshot and resume via email, use the same cover letter used in regular mailings–simply cut and paste it into the text portion of your email (remember, you’re trying to save time, so make it easy on yourself!). Don’t forget to attach your headshot–and make sure to size the headshot appropriately.

Headshots should look like how you look right now. If your headshot doesn’t look like how you look now, get a new one…

You don’t have to spend a big chunk of change on a reputable, big deal, bells-and-whistles photographer to get a nice headshot. Just look around and find someone who has a pretty good portfolio and low prices. I got my headshot done by a photographer who was just starting out. I got a great deal on my headshots and she used my images in her portfolio. A win-win situation!

Get an 8″ x 10″, black and white headshot (which is standard).

I recommend keeping it simple–your clothing, jewelry, etc. You want YOU (not your clothing and accouterments) to stand out.

That wraps up our section on resumes, cover letters, and headshots. I hope this section has inspired you to make your HS/resume kit brilliant!

How to Tailor Your Resume for the Job You Are Applying For

Today’s seasoned professional possess a variety of skills and abilities that benefit the work environment. Corporate employees are expected to keep up with trends within their field of expertise. If you are fortunate your employer will pay for your education and training. As a result of increased duties and cross-training many job seekers realize they can fill jobs outside of the title and industry they have been working with for years.

Recently I coached an individual that was having difficulty returning to the workforce after being laid off 8 months ago from her job where she worked as a District Store Manager for a retail employer. Karen was 49 years old and had worked for over 20 years within the retail industry in some form of management capacity. She posted her resume on Monster and searched for jobs on Indeed but she only had one phone interview in the past 8 months. Her resume looked OK but when I asked her to provide more details in her job duty section it was revealed that she had performed many job duties that a corporate human resource generalist, recruiter and trainer does. She conducted interviews, provided training, negotiated and extended offers. She prepared and distributed payroll. She enjoyed these H.R. related duties so we prepared a 2nd resume that highlighted all of her H.R. related duties. The best place to highlight your specific skills related to the job that you are applying for is in your summary which should always be listed right beneath your name and contact information. Your summary of qualifications is a very critical component of your resume, without it your odds of being recognized are diminished significantly. It was in the summary that Karen listed how many years she had with preparing payroll, interviewing and training. She mentioned what kind of payroll software she worked with, what type of interviewing techniques she used and the size of her audience that she trained. In the summary specifics sell. Karen reposted her revised resume on Monster, created a LinkedIn account and applied to human resource related jobs via Indeed.com, within one week she had three interviews for human resource jobs! Within two weeks of posting her new resume she accepted an offer with a major retailer to work within their human resources department. The offer paid more than she ever earned as a District Manager and an added bonus her exhausting road travel requirements were eliminated. In Karen’s case she enhanced her human resources duties but applied to H.R. jobs within the retail field where she had many years experience.

One of the keys to tailoring your resume for a specific job is know which skills you have that are of value to the position/client. One of my human resource friends, Cindy, has a general version of her resume and a resume that she uses when she applies for jobs that require a recruiter that has experience finding Information Technology professionals. As a corporate recruiter consultant she has interviewed and on-boarded professionals for Sales and Marketing, Healthcare, Wireless and Information Technology positions of employment. When she applies for an information technology recruiter position Cindy minimizes her background that involves recruiting Sales, Marketing, Healthcare and Wireless professionals and expands on her I.T. recruiter experience. For her latest I.T. Recruiter resume she wrote a list of what are the most common questions she is asked in an interview setting when applying to an I.T. Recruiter position. Upon reviewing her list she was able to answer many of the interview questions in listing those skills first and foremost in her resume summary section. Cindy put in bold the areas she wanted the recruiter or hiring manager to be drawn to when reviewing her resume. If there is something that is very important for the reader to see she will print it in bold red lettering. She also looked carefully at the key words listed within the job descriptions that appeal to her and incorporated as many key words as possible in her resume summary and job description. To identify key words look for the specifics in the job description.

Below you will see Cindy’s general Recruiter resume followed by her Information Technology Recruiter resume:

Cindy Examplelcandidate

Cindy’s contact information listed here…

*successfully traveled to work on-site for duration of contracts as well as worked remotely

Summary: 5+ years agency experience, 10+years Corporate Contract Recruitment experience within a matrixed environment. Sr. Talent Acquisition Specialist with over fifteen years of full-life-cycle internal/external recruitment experience including developing and maintaining relationships with hiring managers to determining the best recruitment strategies. Serve as candidate advocate working to ensure a world-class experience for all potential candidates. Able to thrive in a high-pressured, ambiguous environment. Experienced with UltiPro, Vurv, Recruitmax, BrassRing, Prohire, Raycats, Peopleclick, PeopleSoft, SharePoint, Behavorial interviewing, Web 2.0 recruitment processes, Outlook & Lotus Notes. Managed vendor relationships. Articles published on corporate recruitment – Western International Media & e-zines.

Experienced sourcing and screening for the following: I.T., Sales, Marketing, Retail, Wireless, Healthcare, Government and Business professionals.

Work History **All assignments were completed successfully, on-time, within budget.

1999 – Present EXCELLENT Incorporation Company

Principal – Corporate Contract Recruiter

Aka: Talent Acquisition Consultant

CLIENTS:

IBM

As Recruitment Program Manager am responsible for managing exempt-level I.T. high-volume candidate activity. Serve as front end to hiring partners. Qualify candidates, facilitate the interview process, work closely with hiring executives to evaluate candidates and prepare offers. Also provide direction to dedicated sourcers for fulfillment of opening requisitions.

September, 2010 – present

Press Ganey/South Bend, IN

Responsible for staffing I.T., Legal, Sales & Marketing departments for this leader for Patient Satisfaction Surveys. Source and Screen legal, sales, marketing and I.T. professionals for positions located across the U.S.A. Coach managers on selection of hires. Prepare offers. Write and post job descriptions. Cold calling as well as utilizing major and niche job boards. Assist with the implementation of company ATS, Ultipro. 5/10/10 – 10/27/2010 and 9/14/09- 12/17/09

IMS -( I.T. Staffing Agency)/Huntington Beach, CA

Assist this agency with staffing for: Architect, Management, Project Leader, Programmer Analyst, DBA, Developer, Systems Analyst, Software Engineer, Business Analyst, and other I.T. related roles. Skills recruiter for: Citrix, SharePoint, SQL, LAN/WAN, DHCP, Lotus Notes Administrator, helpdesk, C#,.NET, IBM, Intel, migration, VB, Oracle DBA, MCSE, CCIE, PowerBuilder, XAML, WinForm, TCP/IP, C+, HIPAA, Scrum, Agile, Q.A. Analyst/Tester, MCP, J2EE, JDE and others. Extensive Cold- calling

Clients: Entertainment, Commercial, Automotive, Healthcare 1992 – (on/off support)

T-Mobile USA/Cerritos, CA & Novi, MI

Source and screen for retail division. Roles responsible for filling include: Sales Engineer, Account Development Representative, Event Rep., and Technical Sales Support. Positions are spread across the country. Partner with hiring managers to council on selection of candidates as well as construction of offers. ATS: Vurv 3/5/07 – 8/26/07 and 8/8/08 – 1/5/09

AT&T Mobility/Los Angeles, CA

Source and screen wireless sales professionals for the government division. Interact with H.R. Hiring Managers and Applicants across the country. ATS: Peopleclick Offer process: Peoplesoft Corporate community site for sharing information: Sharepoint

Assist hiring managers with newly developed recruitment process due to AT&T acquisition of Cingular Wireless. Create and conduct phone screens. Review resumes in ATS and make recommendations to hiring managers. Prepare and extend offers to candidates. Company was in M&A mode with U.S. Cellular

“It is evident that Kelly has a passion for recruiting, and a confidence in her skills. This shows in the way that she approaches the recruiting challenges that are presented to her.

I highly recommend Cindy for any recruiting position she will pursue in the future. She has been a very valuable resource on my team.” Charlotte P – Associate Director Mobility Staffing 10/07 – 7/08

Humana /Louisville, KY

Using ATS, RecruitMax (Vurv), job boards, internet, and referrals sourced a variety of healthcare insurance professionals for exempt and non-exempt level positions of employment. Consult with hiring managers to determine specifications for role. Develop phone screens to determine interview eligibility. Interview applicants face-to-face. Consult with hiring managers for selection of candidates to extend offers to. Negotiate salaries for and with candidates.

Extend offers verbally and in writing. Assist with mass hiring campaigns for various Humana locations throughout the United States. Utilize basic HTML coding.

Was key contributor for two week hiring initiative of 20+ Frontline Leaders (Supervisors). This initiative required the sourcing of 200+ resumes, phone screening 40+ candidates, coordinating with hiring managers to interview and on-board new employees within two weeks all at the same time providing candidates and extending offers for other hiring departments.

“Cindy is an expert in the Staffing/Recruiting Industry. She has a wealth of knowledge and is an out-of -the-box thinker. She delivered results in a challenging and tough environment, while carrying a heavy workload of requisitions. I received numerous compliments from hiring managers on the quality of candidates presented and responsiveness.” Larry M – Staffing Manager at Humana 10/05 – 2/07

HRFirst/American Express/Troy, MI

Using BrassRing, job boards and the internet was responsible for sourcing & screening various marketing professionals for sites across the United States. 8/05 – 10/05

Berbee Information Networks/Southfield, MI

Hired to develop talent pipeline and place networking and sales professionals for Berbee’s enterprise software industry clients. Berbee provides end-to-end sales and services for IBM, Cisco & Microsoft business products. Utilize ATS: Prohire, job boards, employee referrals and networking to hire systems engineers, system architects, account managers, Network Voice

Engineers, and other I.T. professionals. Developed phone screens from questions asked of hiring managers and top level I.T. professionals within industry. Negotiate offers, consult on recommended starting sign-on bonuses, relocation and vacation packages. Check professional references. Sell candidates on the value proposition of joining the Berbee team. 2/05 – 6/05

Raytheon/Troy, MI

Hired for ten-week contract recruitment assignment for this Fortune 100 company. Raytheon Professional Services, LLC designs and executes integrated learning solutions for commercial, military and government organizations worldwide. Responsible for sourcing, screening and hiring web instructors, as well as hard-to-fill hybrid I.T. positions. Provide strategic recruitment methods. Create and conduct phone screens. Using Lotus Notes, set up interviews for multiple hiring managers. Utilized company ATS: RayCats. 11/04 – 2/05

Kaiser Permanente/San Jose, CA

As project manager for community-wide nurse hiring event was responsible for contacting college instructors, cold-calling potential attendees, keeping administration and recruitment staff abreast of activities, maintaining spreadsheets for activity updates, and delegating responsibilities to various personnel. Overall duties involved hiring of nurses from start to finish, i.e., sourcing, screening, interviewing, set up interview with management, follow up with applicant and management, salary negotiations, offer letter preparation. Utilized internet effectively for recruitment purposes. As part of recruitment team was able to bring on board over 60 nurses, thus cutting nurse hiring needs in half. “I am continually amazed at your dedication and work ethic.” Sherry B, nurse management candidate, Kaiser email message. 8/04 – 11/04

Port Huron Hospital/Port Huron, MI

For this six-month contract assignment was responsible for full-life-cycle recruitment of allied healthcare professionals for 1200 employee hospital. On average filled four positions per week. Utilized behavorial interviewing techniques. Developed recruitment strategies and advertisement campaigns to attract candidates for difficult to fill positions of employment, i.e.: respiratory therapists, pharmacists, MRI technicians, ultra sonographers and phlebotomists. Prepare offer letters, prepare and give presentations to management on how to recruit effectively, gave presentations regarding H.R. procedures at staff orientations, negotiate with vendors and prepare a host of H.R. related paperwork. Track Affirmative Action using Peopleclick software. “She has covered every aspect of what I need to know to keep the process (recruitment) moving. I truly appreciate all she did to fill our open positions” Marlene Z/Housekeeping Supervisor, email sent to H.R. department head at Port Huron Hospital.

12/03 – 7/04

Additional Clients

Clients: Deloitte & Touche, Hewlett-Packard (HP), Accenture, Carlson Marketing, Paramount Pictures, Giorgio’s, Universal Studios, Staffed senior level I.T. professionals.

EDUCATION

B.A. with distinction in Speech Communication San Jose State University, San Jose, CA

MEMBERSHIPS

SHRM – Society for Human Resource Management

SMA – Staffing Management Association

ERE – Electronic Recruiters Exchange

Volunteer

Provide job-search workshops to various classes/groups/associations/government sponsored events

Published articles on job search in newspapers, e-zines and magazines

**Following is Cindy’s I.T. Recruiter resume. You will notice that in addition to highlighting her I.T. recruiting activity in the first page of her resume she continues to highlight her I.T. related skills throughout the job duty descriptions and right up until the end of her resume where she list the additional clients that she has worked for. **

Cindy Examplecandidate

Cindy’s contact information listed here…

*successfully traveled to work on-site for duration of contracts as well as worked remotely

Summary:

15+years Corporate Contract Recruitment experience within a matrixed environment.

15 years full-life-cycle internal/external recruitment experience including developing and maintaining relationships with hiring managers to determining best recruitment strategies. Serve as candidate advocate working to ensure a world-class experience for all potential candidates.

Able to thrive in a high-pressured, ambiguous environment.

Experienced with UltiPro, Vurv, Recruitmax, BrassRing, Prohire, Raycats, Peopleclick, PeopleSoft, SharePoint

Experienced sourcing and screening for the following:

20 yrs full-life-cycle recruitment for I.T. professionals for the following environments: Manufacturing, Wireless, Healthcare, Consulting, Retail

On & Off 10 yrs engineer staffing: software, sales, network, VOIP, systems

20yrs recruitment for exempt, non-exempt, enterprise software (ERP), SQL,.NET, Cisco, IBM, Microsoft infrastructure, engineer, architect, process improvement, business analyst, Business Intelligence, outsource operations, Six-Sigma Black-belts, Project Managers, others…

Tools and Sources used to locate quality I.T. professionals:

• Company ATS

• Linkedin (messages, invites, announcements via groups and associations)

• Job boards: DICE, Monster, TheLadders, SixFigures, Executnet

• Niche internet sites: Free-for-Recruiters, scguild.com, findadeveloper.com, ishunter.com

• Web 2.0 sites: Twitter, Facebook, Zoominfo, Spoke

• Utilize own income to join and participate in associations and conferences

• Referrals, heavy networking, meet others when I give job search presentations in the community

• Passionate about cold-calling

Work arrangement: Lifestyle flexible to where have travelled to work on-site for duration of contract as well as have worked successfully from home office as telecommuter.

Work History **All assignments were completed successfully, on-time, within budget.

1999 – Present EXCELLENT Incorporation Company

Principal – Corporate Contract Recruiter

Aka: Talent Acquisition Consultant

CLIENTS:

IBM

As Recruitment Program Manager am responsible for managing exempt-level I.T. high-volume candidate activity. Serve as front end to hiring partners. Qualify candidates, facilitate the interview process, work closely with hiring executives to evaluate candidates and prepare offers. Also provide direction to dedicated sourcers for fulfillment of opening requisitions. Positions processed: Oracle developer, Oracle DBA, SAP Basis, SAP Architect, COBOL developer, Siebel developer

September 16, 2010 – present

IMS -( I.T. Staffing Agency)/Huntington Beach, CA

Assist this agency with staffing for: Architect, Management, Project Leader, Programmer Analyst, DBA, Developer, Systems Analyst, Software Engineer, Business Analyst, and other I.T. related roles. Skills recruiter for: Citrix, SharePoint, SQL, LAN/WAN, DHCP, Lotus Notes Administrator, helpdesk, C#,.NET, IBM, Intel, migration, VB, Oracle DBA, MCSE, CCIE, PowerBuilder, XAML, WinForm, TCP/IP, C+, HIPAA, Scrum, Agile, Q.A. Analyst/Tester, MCP, J2EE, Java, CISSP, JDE and others. Extensive Cold- calling

Clients: Entertainment, Commercial, Automotive, Healthcare 1992 – (on/off support)

Press Ganey/South Bend, IN

Responsible for staffing I.T., Legal, Sales & Marketing departments for this leader for Patient Satisfaction Surveys and performance improvement. Source and Screen legal, sales, marketing and I.T. professionals for positions located across the U.S.A. Coach managers on selection of hires. Prepare offers. Write and post job descriptions. Cold calling as well as utilizing major and niche job boards. Assist with the implementation of company ATS, Ultipro. 5/10/10 – 8/27/10 & 9/14/09- 12/17/09

T-Mobile USA/Cerritos, CA & Novi, MI

Source and screen for retail division. Roles responsible for filling include: Sales Engineer, Account Development Representative, Event Rep., and Technical Sales Support. Positions are spread across the country. Partner with hiring managers to council on selection of candidates as well as construction of offers. ATS: Vurv 3/5/07 – 8/26/07 & 8/8/08 – 1/5/09

AT&T Mobility/Los Angeles, CA

Source and screen wireless sales and technical sales professionals for the government division. Interact with H.R. Hiring Managers and Applicants across the country. ATS: Peopleclick Offer process: Peoplesoft Corporate community site for sharing information: Sharepoint

Assist hiring managers with newly developed recruitment process due to AT&T acquisition of Cingular Wireless. Create and conduct phone screens. Review resumes in ATS and make recommendations to hiring managers. Prepare and extend offers to candidates. Company was in M&A mode with U.S. Cellular

“It is evident that Kelly has a passion for recruiting, and a confidence in her skills. This shows in the way that she approaches the recruiting challenges that are presented to her.

I highly recommend Cindy for any recruiting position she will pursue in the future. She has been a very valuable resource on my team.” Charlotte P – Associate Director Mobility Staffing 10/07 – 7/08

Humana Inc/Louisville, KY

Using ATS, RecruitMax (Vurv), job boards, internet, and referrals sourced a variety of healthcare insurance professionals for exempt and non-exempt level positions of employment. Consult with hiring managers to determine specifications for role. Develop phone screens to determine interview eligibility. Interview applicants face-to-face. Consult with hiring managers for selection of candidates to extend offers to. Negotiate salaries for and with candidates.

Extend offers verbally and in writing. Assist with mass hiring campaigns for various Humana locations throughout the United States. Utilize basic HTML coding.

Was key contributor for two week hiring initiative of 20+ Frontline Leaders (Supervisors). This initiative required the sourcing of 200+ resumes, phone screening 40+ candidates, coordinating with hiring managers to interview and on-board new employees within two weeks all at the same time providing candidates and extending offers for other hiring departments.

“Cindy is an expert in the Staffing/Recruiting Industry. She has a wealth of knowledge and is an out-of -the-box thinker. She delivered results in a challenging and tough environment, while carrying a heavy workload of requisitions. I received numerous compliments from hiring managers on the quality of candidates presented and responsiveness.” Larry M – Staffing Manager at Humana 10/05 – 2/07

HRFirst/American Express/Troy, MI

Using BrassRing, job boards and the internet was responsible for sourcing & screening various marketing and I.T. professionals for sites across the United States. 8/05 – 10/05

Berbee Information Networks/Southfield, MI

For this high-tech consulting company that provided end-to-end services for IBM, Cisco & Microsoft business products utilize ATS: Prohire, job boards, employee referrals and networking to hire systems engineers, system architects, account managers, Network Voice Engineers, and other I.T. professionals. Negotiate offers including sign-on bonuses, relocation and vacation packages. Sell candidates on the value proposition of joining the Berbee team. 2/05 – 6/05

Additional Clients that I served on a contract basis

• Deloitte & Touche – I.T. professional placements – Greater Nashville area

• Hewlett-Packard (HP) – I.T. professional placements – Metro Detroit area

• Accenture – I.T. professional placements – Michigan

• Raytheon – Marketing professionals – Michigan

• Paramount Pictures – I.T. professional placements – Southern California

• Universal Studios – I.T. professional placements – Southern California

• Carlson Marketing – I.T. and Marketing professionals – Michigan

• Girogio’s – I.T. professional placements – Southern California

• Kaiser Permanente – RN’s for their hospitals in Bay area, CA

EDUCATION

B.A. with distinction in Speech Communication San Jose State University, San Jose, CA

MEMBERSHIPS

• SHRM – Society for Human Resource Management

• SMA – Staffing Management Association

• ERE – Electronic Recruiters Exchange

• AHIMA – American Health Information Management Association

• HIMSS – Healthcare Information and Management Systems Society

Volunteer

Provide job-search workshops to various classes/groups/associations/government sponsored events

Have been a guest on Cable TV show relating to the Job Search process

Online video speaker for Newspaper web site

Published articles on job search in newspapers, e-zines and magazines

Author of book, The Recruiter’s Hiring Secrets

Create several versions of your resume and save them on your computer so you can easily upload the appropriate resume for the job you are applying for. Also remember to constantly be updating and refining your resume. Happy Job Hunting!

Send Out Post Cards As an Effective Marketing Method

Jody Flowers, a portrait photographer, increased her fame as well as her business by sending out post cards that had up to four examples of her work printed on them. Instead of having to advertise to get people to come to her studio to see her work, she actually got more work because people were already aware of how beautiful it was.

And that’s the wonderful thing about post cards. They can be printed with anything on the front, be it a logo, a piece of clothing, a cartoon, an example of your work, or testimonials about your work. You’ll find that when sending out a post card instead of a letter, 96% of the time your message will be read. Plus you can even use a post card to advertise a hot line or give free advice by sending out weekly tip cards, or for many of the other techniques listed.

Frankie Freecards, a post card advertising network in Virginia displays racks containing anywhere from 10 to 20 free post cards in various nightclubs. Advertisers can use a picture or a message on the front the post card, on the back there can be a coupon, a message about an upcoming movie or a new CD. Club goer’s are free to pick-up ? couple of post cards and as you can guess, many of them mail the post card’s to somebody which means your message receives a much wider reach. I myself have used Frankie Freecards to get money off music CD’s and find out about art exhibits.

Benefits:

– Most people tend to read post cards because the message is right there.

– Mailing a post card first class costs only $.29 versus spending $.44 for a letter.

– You can custom design your own post cards using your computer and printer with pre-­designed paper through Paper Direct.

Technique Tips:

– Real Estate Agent: Photograph 3 or 4 houses to use on a post card that could be sent to prospective home buyers.

– Contractor: Have a before and after photo card of a newly added deck.

– Restaurant: Send an appetizing photo card of 5 new meals to prospective customers in the area.

– Clothing Designer: Send photo cards of your latest designs to store buyers.

How Long Should Your Audio Interview Be?

How long should an interview be? It should be as long as it has to get the job done. Most of my interviews are between thirty minutes and ninety minutes. Most of them will fall in between an hour after they’re edited. The more you tell, the more you sell.

I know you’ve heard in the copywriting circles a two page letter will outsell a one page letter. A four page letter will outsell a two page letter. An eight page letter will outsell a four page letter, and on and on.

If somebody is interested in something, they can’t get enough of it. If you were doing an interview that was four hours long about copywriting, I’d probably listen to the whole thing.

So, as long as it needs to be, and the great thing about audio interviews is the more content you have, the more valuable it is. Maybe you have an eBook that only sells for twenty bucks and it’s on making money in the cleaning business, you can increase the value of that product to $3,000. Go interview ten cleaning experts around the country.

Do the interviews. Offer the interviews. Put them on CDs. Offer the transcripts. Offer the downloads, and you can get world class experts who have made a million dollars in the cleaning business.

You’ve just got to provide valuable information, position them as an expert and put that interview in front of the demand. There’s demand on YouTube. There’s demand on iTunes. There’s demand on all the social media sites. Each one of them within it’s own little country, has search boxes, and there’s millions of people searching for different things within those services.

So, that’s why your interview, your expertise, there are people searching for that. You have to put your information in front of that demand. They have to stumble upon you or you have to strategically place yourself in front of that demand. That’s what this is all about.

By having it as an audio interview, you have a very great chance of getting your sales message in front of that demand listened to.

Make More Sales By Being Contrary

Here’s something I’ve been playing with, and my results have been pretty good, too.

A few months ago a friend was launching a big product with lots of cash prizes for the top affiliates. I knew there would be tons of affiliate competition, with every affiliate trying to out-do the others with bigger and better bonuses.

How to compete?

I decided not to.

Instead, I thought about what every affiliate’s bonus pages would look like: Highly polished, slick, professional, lots of graphics, videos, etc.

Odds are they would all start to look very much alike, right?

So I thought… what if I did something different?

What if my page looked like something you might get in the mail – black and white sales letter, using the Courier typewriter font, very old-school looking…

And what if, instead of a highly polished professional photo of myself, I used one where I just woke up? Or one where I just finished exercising, or just finished the yard work?

In other words, I looked like the guy next door and not some slick marketer.

Taking this thinking to the next level, I decided I didn’t want to spend time or money on creating a bonus. Everyone else was doing that, so why should I?

Instead, I would hold a live class. The homework would be to go over the program before class. Then in class we would implement, step-by-step, what was in the program. And I would record the whole thing, so people could just follow along.

In case you’re wondering – it worked beautifully. My sales were a very decent 5 figure number, and my commissions were half that plus bonuses.

And one more thing – I cheated, too. I had my virtual assistant run the class for me. She got to learn some great new skills, and I put less than 2 hours into the entire project.

The takeaway: When you have a lot of competition, it’s time to stop directly competing and find another way.

If they are using tons of graphics and slick videos, you go with a 1980’s black and white typewriter look.

If they are offering bonus packages filled with 5, 10 or 20 products, you offer no products (I offered hold-your-hand training, which in my opinion is worth far more anyway.)

You get the idea.

Do you know what would work even better than that?

MAILING the actual letter. Yup. Talk about old school. If you collect real addresses of your BUYERS, you might consider doing this on big ticket items.

I know marketers who do this. They are few and far between, and they are KILLING it. They only mail to buyers, which greatly improves their conversions. They use a service to send out the mailers for them. And they make more on one of these mailings than most successful marketers earn in 6 months.

Which brings me to my second idea… if you don’t already have the mailing addresses for your buyers, start collecting those now.

When you have a sizable portion of them (at least 200, preferably 500) approach a marketer with a product your list would love. Make sure there is plenty of profit in that product. Take the sales letter, adapt it to a black and white mailer (cheap to produce) and send it to your buyers.

See what happens. Tweak, rinse and repeat.

You can easily DOUBLE your income using this method.

Know why? Again, because it’s contrary. It’s different. Almost no one is doing it.

Your customer gets maybe a half dozen pieces of mail in a day. Two are bills. Two are sales flyers from local businesses. One is a catalog.

And then there’s that mysterious white envelope. Yeah, it’s going to get opened. Yes, it’s going to get read.

Wow! They’re surprised. Someone they know from ONLINE is sending them REAL MAIL.

They don’t throw it out. Instead, they open their browser, type in the URL and ORDER THE PROGRAM.

Sure, not everyone does, but… enough do. Believe me, I’ve seen this work time and time again. Which is why I’m about to start sending out sales letters via snail mail (Shhh, don’t tell anyone!)

How to Write Killer Sales Copy

Dear Business-Builder,

Sometimes, I get flummoxed.

Like a few years back — when the president of Phillips Publishing asked me to answer questions his group publishers and marketing managers had about copywriting.

It was in the early 1990s, and Phillips’ president was the legendary Bob King – a truly great man, and one of the sharpest marketing minds I have ever known.

As I remember, the first question his people asked me was, “How do you know the difference between good sales copy and bad copy?”

Hence, my flummoxation: These were executives with degrees in marketing from major universities — marketing hot shots who hired copywriters every single day … critiqued our copy and dictated changes to us — and the one thing they wanted to know was … “How can I spot powerful sales copy when I see it?”

My mind reeled. I was so caught off-guard, I just blurted out the first thing that went through my mind: “You don’t know it,” I said, “You feel it.”

I explained that consumers almost never buy things because it is logical to do so – and that the vast majority of purchases made in this country are made because they satisfy an emotional need. So to be great, sales copy must connect with the prospect’s most powerful resident emotions – whether positive or negative – and demonstrate how reading the copy and buying the product will fulfill or assuage those desires or fears.

That’s why, I explained, instead of merely thinking through the writing, editing and review process, I feel my way through – making sure that the “tingle factor” intensifies with every passing paragraph until I literally can’t wait to order.

I explained how every sales message is like a chain designed to meet the reader at the point of his need … and then lead him, step by step, link by link, to the order form.

I showed them how the chain is only as strong as its weakest link: How the minute you lose the “tingle factor,” the reader gets bored, you lose him, and the chain breaks. How if something you say feels unbelievable to him, the chain breaks. And how if you confuse him by losing your clarity of vision, the chain breaks.

I also pointed out that, even if you make sure that every link in the chain is unbreakable, your sales copy is also only as strong as its strongest link. The more compelling each section is, the greater your response and average order will be. And here, once again, feeling my way through lets me strengthen even the strongest sections of my copy.

I thought it was a pretty good answer. I still do. In fact, if you haven’t had the experience of reading your copy aloud, sensing how each passage feels to you, sensing how it’s likely to feel to the prospect, I highly recommend it.

But as I watched the young gun’s faces, I could tell that I had raised more questions than I answered for them. They needed something more tangible from me. They needed a checklist – a handful of nitty-gritty, nuts-and-bolts tactics to look for.

And so, in a belated attempt to improve on my decade-old answer, allow me to offer 21 ways to spot strong sales copy – and to help make the ads, direct mail packages and Internet promotions you’re working on bigger winners for you.

THESE ARE NOT RULES. I hate rules. But they’re great “non-rules” – guidelines that have paid off for me time and time again in my 30 plus years in the direct response trenches – and that I’m confident will strengthen your ad copy as well …

Non-Rule #1 – BE Somebody!

We tend to be skeptical, even suspicious of information given us by a corporation. We welcome – indeed, we seek out — advice from qualified guides and advocates who have our best interests at heart. And we welcome advice from someone who has solved a problem that we’re struggling with.

Putting a friendly and/or highly qualified human face on copy – and speaking in that person’s voice — will ramp up the impact of your sales messages by an order of magnitude.

Non-Rule #2 – Address Your Prospect Directly:

Here, you actually get two maxims for the price of one:


A) Talk to your reader: Instead of talking about how “we” age … how “we” encounter various health problems, talk to the reader about her life … her future … and most importantly, her feelings.

Use the word “YOU” as often as is humanly possible throughout your text. Remember: Your prospect really couldn’t give a flip about you, your company, your product or anything else. The prospect is interested in the prospect!

B) Talk about the reader: Yes, it’s true that x million Americans have heart attacks each year. But saying it that way, you’re not talking about her; you’re talking about x million other folks.

Find ways to personalize these kinds of statistics: “As an American over age 40, your chances are one in x of having a heart attack this year.” Wow. Now, you’ve got my attention!

Non-Rule #3 – Be Personal:

I often begin by closing my eyes and imagining that I’m talking to a friend about the subject at hand. How would I begin the conversation? What would I say? What would he say? What would I say back?

I would not refer to myself in the plural: “We want to help you …” I’d say, “Here – let me help you …”

Non-Rule #4 – Identify With Your Prospect:

Gary Bencivenga did this beautifully with his “Why we investors are fed up …” deck in his all-time classic “Lies, Lies, Lies!” package. Instantly, in the prospect’s mind, the person addressing him was transformed from a salesman into “a regular guy” — someone just like him.

Tell the reader what you have in common. Let him know that you empathize: You’ve been there. Reveal a non-fatal weakness or a petty frustration that the two of you might share. Anything that puts you on the reader’s level will endear him to you and engender trust between you.

Non-Rule #5 – Put a Face on the Enemy:

Why has the reader failed to solve this problem or fulfill this desire? Were all the other products he’s tried ineffective? Were the “experts” who gave him advice wrong? Is someone intentionally using him?

This is a rich emotional vein – so mine it! But instead of droning on about how unfair banks are, personalize it. Talk about how greedy bankers do this or that to the reader. Or about how callous drug company execs trick his doctor into prescribing costly and dangerous things that often don’t work.

Non-Rule #6 – Prove Every Point:

Never ask your reader to accept any claim at face value. Always include proof elements that suspend his disbelief with every claim. Best credibility devices could include:

  1. Study data from respected sources
  2. Expert testimonials
  3. User testimonials
  4. Statements that support your point from a major periodical – The New York Times, Wall Street Journal, etc.

Non-Rule #7 – Don’t Fear the Occasional Obvious Overstatement:

No, I’m not suggesting that you should exaggerate when describing what your product does. But I often use an obvious over-the-top phrase to demonstrate how intensely my client feels about a particular point.

Once in a health promotion, for example, I wrote:

“Some surgeons are so greedy, they’ll gladly cut a hole right through you – just to get to your wallet!”

Was it true? Who knows? No, I didn’t have a story about a surgeon who had literally cut through a patient to reach his wallet in my substantiation files. I did know, however, that many of my readers had had hysterectomies, mastectomies and other surgical procedures that were later determined to be unnecessary – and that line got every one of them emotionally involved and on my side.

Non-Rule #8 – Speak Colloquially:

I try to speak to my prospects as they’re used to being spoken to. Yes, that means I often dangle my participles and other parts (of speech). So what? I’m trying to communicate here – not trying to pass an English exam.

To mock the sticklers who were constantly correcting his prepared speeches, Winston Churchill once declared, “A dangling participle is something up with which I will not put.” Pretty much says it all …

Non-Rule #9 – All Jargon is NOT Evil!

Many coaches say you should avoid technical terms and industry jargon altogether. Baloney. The selective use of jargon comes in handy lots of times when I’m writing — like …

A) When the jargon’s meaning is familiar to the reader – especially investors and medical patients — I’m respecting his intelligence; speaking a language he understands and is comfortable with.

B) When the jargon is being spoken – sparingly – by an expert, it demonstrates the expert’s, well … expertise. We expect doctors to be proficient in the use of medical jargon and brokers to use investment terminology. If the term is obscure though, I’ll include a quick explanation and then move on.

Non-Rule #10 – Figures of Speech are Wonderful!

Early on, I was told to avoid clichés, sayings, analogies, aphorisms, proverbs, adages and so on. But why? If you had a face-to-face conversation with your prospect wouldn’t you hear tons of these figures of speech?

Doesn’t the use of these favorite sayings instantly say, “Hey – I’m not a salesman; I’m just like you!”? Don’t they get your prospect smiling? And don’t most of them instantly communicate something that it would otherwise take us a sentence or more?

If a picture is worth one thousand words, a good figure of speech should be worth at least one hundred. So go ahead: Experiment. If a figure of speech helps you communicate faster or drive a point home harder – and if you’re absolutely sure that its meaning will be instantly grasped by your prospect – go for it!

Of course, writing copy that’s just one cliché after another might be a slippery slope. Your client may even say that your promo is a basket case. That would be a close shave! You might end up feeling as dumb as a bag of hammers.

But on the other hand, choosing the right spots to communicate quickly with an idiom could turn out to be your bread and butter. Who knows? Maybe you’ll wind up richer than Midas!

Rule #11 – Put the 75 Most Powerful Words and Phrases in the English Language to Work for You:

Use these freely (no charge) when crafting headlines, subheads, and throughout your copy:

  • Amazing
  • Astonishing
  • Astounding
  • Announcing
  • Appalling
  • At Last
  • Bargain
  • Bonus
  • Breakthrough
  • Charter
  • Comfortable
  • Discount
  • Discover
  • Discovery
  • Easy
  • Effortless
  • Exclusive
  • Fearless
  • First Time Ever
  • Forever
  • Free
  • Gift
  • Guaranteed
  • How to…
  • How I …
  • Hurry
  • Immediate
  • Improved
  • Inevitable
  • Instantly
  • Intense
  • Introducing
  • It’s here
  • Just Arrived
  • Last Chance
  • Limited
  • Locked-In
  • Miracle
  • Money
  • Never Before
  • Nothing To Lose
  • New
  • Now
  • Opportunity
  • Painless
  • Premium
  • Prestigious
  • Priority
  • Promise
  • Proven
  • Quick
  • Revolutionary
  • Right Away
  • Rush
  • Sale
  • Save
  • Savings
  • Scandalous
  • Secret
  • Send No Money
  • Sensation
  • Simple
  • Special
  • Shocking
  • Steal
  • Surprising
  • The Truth About…
  • Today
  • Unique
  • Valuable
  • Why
  • Win
  • Windfall
  • Yes
  • And of course, the all-time award-winner … YOU!

Another thing: Some words and phrases are wimps. The limp-wristed, namby-pambies of the writing universe. “Can” … “could” … “should” … “might” … “may” … “ought to” … “seeks to” … “has the potential to” … “In my opinion” … and all the rest of these sissies should be banned from your copy whenever necessary.

Tell your prospect what your product will do. If the legal beagle or compliance officer complains, make a phone call and haggle.

Example:

YOU WRITE: “These investments are guaranteed to soar when interest rates rise.”

COMPLIANCE VERSION: “These investments could possibly have the potential to soar when interest rates rise – maybe.”

COMPROMISE: “These investments have the power to soar when interest rates rise.”

Non-Rule #12 – Squint:

Squinting makes the individual letters and words indecipherable and I’m left with just the pattern the paragraphs make on the page.

As I study the page, I’m asking myself, “At first glance, does this feel easy-to-read and inviting? Or is it covered with long, dense paragraphs that will only discourage my reader?”

Then I …

  • Jump in and break long paragraphs into shorter ones – even one-line paragraphs when I can …
  • Identify spots where the thing is crying out for a break – a sidebar or indented paragraph, for example – and then work them in …
  • Look for opportunities to turn a long block of copy into a string of pearls (like these).

I look for a series of benefits, steps in a procedure or other copy points that I can precede with bullets, numbers, letters, etc.

You can present horrifying alternatives …

  • Ages your body: Fluoride has been shown to damage your chromosomes and block the enzymes needed to repair your DNA.
  • Poisons your brain: Laboratory subjects given tiny doses of fluoride for a year showed an increased uptake of aluminum in the brain, and the formation of beta amyloid deposits which are characteristic of Alzheimer’s disease. And five Chinese studies have documented a lowering of IQ in children exposed to fluoride!

… Or, billboard benefits, as with these fascinations from a recent promotion for Your Money Report:

  • The #1 Secret of Landlords Who Get RICH: Doing this one thing can mean the difference between fat profits and a devastating loss! Page xx
  • Flipping For A Fortune? WATCH OUT! Ingenious strategy lets you make a bundle without ever owning a single property. BUT, it could also get you sued – or worse! Essential advice: Page xx
  • Beware of These “Landlord Landmines!” 3 easy ways to sidestep costly landlord/tenant traps. Page xx

… Or, create a label. This series, “7 Guilty Secrets Drug Companies Do NOT Want You To Know” was also touted on the cover of the piece as a reason to read the piece:


FACT #1: Drug Companies Kill Tens of Thousands Each Year: Many of today’s most-often prescribed medications are not only useless, but extremely dangerous – crippling and killing as many Americans each year as died in the 18 years of the Vietnam war.

FACT #2: They Do It Knowingly — For Money: The ultra-rich U.S. drug industry – the single most profitable businesses in America – is guilty of using bogus research, distorted reporting, and bald-faced lies to push deadly and ineffective drugs onto unsuspecting doctors and patients.

Non-Rule #13 – Go for Precision and Power:

A lot of experts say you should use short words. Write as if the prospect is an eighth-grader.

Some anal-retentive rule addicts have even gone so far as to instruct students to add up all the letters in each paragraph and divide by the number of words, and make sure that the average word is no more than five letters long!

Utter nonsense!

Here’s what I do …


o If a long word means precisely the same thing and carries the same emotional coloring as a shorter word, I’ll go with the shorter word.

I can’t stand to read or even talk to people who use longer words when shorter ones will do just fine: Who say “facilitate” when all they mean is “help” or “ease” … “compensate” when they mean “pay” … “Individual” when they mean a “guy” or a “gal” or “person” … or “sufficient” when they mean “enough!”

Nine times out of ten, I’ve found that people who write or talk like that are trying to hide something. Like massive insecurities. Or the fact that they have no idea what they’re talking about.

To quote William Zinsser’s advice in his classic, On Writing Well:

“Beware, then, of the long word that is no better than the short word: ‘numerous’ (many), ‘facilitate’ (ease), ‘individual’ (man or woman), ‘remainder’ (rest), ‘initial’ (first), ‘implement’ (do), ‘sufficient’ (enough), ‘attempt’ (try), ‘referred to as’ (called), and hundreds more.”

o But if a longer word – or even an entire phrase — more precisely conveys my meaning or more effectively invokes the emotion I’m going for, the longer word it is!

Non-Rule #14 – Short Sentences Rule!

This is a particular weakness of mine – I tend to string too many thoughts together … use hyphens and ellipses and other devices to connect them; and only wind up turning sentences into entire paragraphs in which the prospect eventually gets lost or has to read twice. (Damn – did it again!)

I don’t worry too much about it on my first drafts. That’s when I’m just trying to get everything out on paper. I try to fix my run-ons when I’m editing, later on.

As I edit my copy, I try to keep this advice in mind from the classic book on writing, The Elements of Style:

“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.”

Non-Rule #15 – Count Commas:

I view commas as warning flags in my copy. Sure – they could be there for a good reason: Like showing the proofreader that I do, in fact, know a thing or two about proper punctuation.

But often times, commas are a big red flag that tells me that I’ve got a run-on on my hands. Or even worse, they scream, “HEY, BOZO! You wrote this sentence UPSIDE DOWN!”

Consider …

“With only the finest of intentions, Clayton wrote his example.”

That comma in the above sentence is a dead-giveaway that something’s out of kilter. Wouldn’t it read faster if I merely said …

“Clayton wrote his example with only the finest of intentions.”

Non-Rule #16 – Use Connecting Words at the Beginning of Paragraphs:

In addition to communicating, every paragraph of great copy should also make a sale: It should “sell” the prospect on the idea of reading the next paragraph.

Early on, I learned that using conjunctions and other connecting words at the beginning paragraphs was a simple way to keep the momentum going: “And” … “Plus” … “But” … “Furthermore” … “Moreover” … “What’s more” … “And there’s more:” … “Even worse,” for example.

Hint: I like “and” better than “but.” “And” is positive. “But” is negative. I look for “buts” and try to replace them with “ands” wherever I can.

Non-Rule #17 – Look for Shortcuts to Keep the Momentum Going:

I make liberal use of contractions. After all — it’s how people talk! In fact, the only time I write “does not” instead of “doesn’t” is when the “not” is crucial to my meaning. And if it’s really crucial, I’ll add emphasis to it with an underline, italicizing it, capitalizing it, and in come cases, all of the above.

Non-Rule #18 – Be Specific:

Every generality in your text is a landmine. That will kill you.

Instead of merely saying “you’ll save time,” tell your prospect precisely how much time he’ll save. Don’t say, “Buy now and save!” Say, “You SAVE $99 by calling in the next 10 minutes!”

I actually read through each draft looking for excuses to add specifics to fully dimensionalize every problem and every promise.

Non-Rule #19 – Consider The Question:

Some folks think that asking the prospect a question – either in a headline or elsewhere in your copy is a mistake. “After all,” they say, “Declarative sentences are strong; questions are weak. And besides, how do you really know how the prospect will answer?”

But sometimes questions aren’t weak. Sometimes, they’re hypothetical – and make a very strong declarative statement. A headline I wrote for Louis Navallier – a head that mailed successfully for more than a year — once asked …

What’s wrong with getting richer QUICKER?

The copy went on to say:

I’ve made money slow, and I’ve made money fast. Believe me: Fast is better!

That head wasn’t a really question. It was a cry of defiance from impatient investors who were sick and tired of being told to cool their jets.

In the pre-head of a recent direct mail piece for Your Money Report, I wrote …


o Suspicious of corporate CEOs who lie about their earnings?

o Fed up with stockbrokers who tout lousy stocks – and get rich even when you don’t?

o Impatiently waiting for the profits Wall Street promises you – but never delivers?

It’s time for you to join millions of your fellow Americans who grew rich when they finally said …

“Thanks for nothing, Wall Street –

I’d Rather Do It MYSELF!”

Used properly, questions can often be used to demonstrate that you already know and empathize with the answer. And they can also be a great way to demonstrate the horrifying alternative — as I did in this P.S. for an investment newsletter …


P.S. What if I’m right? What if I really can help you avoid losses and even profit when tech stocks tumble? How will you feel, licking your wounds and knowing that if you had just said, “YES,” to this generous offer, you could have made a killing?

Please – for your sake – let me hear from you today. If I can’t help you, my service costs you nothing. If I can, you’ll be laughing all the way to the bank.

Non-Rule #20 – When in Doubt, Cut it Out:

After I’ve completed a draft, I often realize that my best lead is buried a few paragraphs down in the copy. Moving or deleting the first few paragraphs — or even the first page — would get us off to a much faster start.

Another weakness of mine: Excessive repetition. I tend to over-write key paragraphs, or write a key paragraph several different ways. Second drafts are the perfect time to spot this needless repetition and condense several graphs into one, short, punchy one.

Non-Rule #21 – Break the Rules!

Never let the fact that a particular technique is frowned upon prevent you from using it. Follow every road that opens up before you as you write. Explore every unbeaten path. Don’t let that left-brained party-pooper who lives inside you kill what could be a great idea before you’ve had time to fully develop it. Even if you later agree that it doesn’t work, you’ve learned something. And if it does work, you’ve made a breakthrough.

Hope this helps!

Fundamental Questions to Ask Pertaining to a Surprise Intellectual Property Invoice

Make sure you ask basic inquiries any time that you receive a letter requesting money via a questionable source relating to a trademark application.

Through asking most of these queries, you could guard your business from being ripped off. For those who are not sure with regards to whether or not the mail you get with regard to your trademark application comes from a certified government organization, you really should consult with an authority in a timely manner prior to going forward.

The usual inquiries you should always ask prior to giving an answer to an unexpected correspondence are what’s the letter for, who is this statement or invoice received from, the actual reason why I’m receiving this specific letter, along with precisely where may my response go back to. By just understanding the details to many of these considerations, you can steer clear of the dilemma of paying currency to somebody, only to discover that you’ve been totally ripped off.

While deciding with certainty if a TM application request for money may perhaps happen to be another scam, a starting question is: What exactly is the communication pertaining to? In what way does the text or facts offered within the document inform you what it is designed for plus precisely what service plan is being offered? Checking out a few solicitation mailing, it is clear that the only place that the service will probably be defined is inside the fine print, which is where the statement claims you really consent to listing or maybe subscribing to a service that’s not truly required. In case a service is normally valuable, then that solicitation must have a clear point pertaining to it’s value to you in the leading content material. Why bury important information in the fine print, if the service is actually worthwhile. Ask, what exactly is the system being sold? What is it regarding? Exactly who really ought to utilize it? Might it be necessary? Assuming these kinds of basic questions are generally not clarified, then the service doubtless features minimal, if no, benefit.

Before delivering funds to a company by responding to an unwanted correspondence, everyone should first question who is the responsible company. You don’t really want to wind up getting deceived in transferring dollars to a con-artist. Who is the particular request coming from? When an individual requests your dollars, you should know them. Make it a rule of thumb to never deliver dollars to some enterprise and / or nonprofit except for when your firm has sought that company in the first place. This specific basic rule protects consumers from being duped by fake solicitations together with stress. Should an entity investigates a solicitation from an entity and really does not fully understand who these folks really are, then do more study. Your company could uncover a dishonest establishment associated with the notice which your enterprise has received. Look for respectable sources of information and facts concerning the particular corporation demanding your company obligation. Whenever you obtain a solicitation for funds from an unknown source, a person ought to first check the particular identity of the actual provider before supplying them your own money.

Addressing the above inquiries carefully should really stop you from making errant judgments along the route to trademark application together with enhanced protection. At the same time, continue to be conscious that the trademark and service mark application record maintained with the US Patent and Trademark Office will be public and can easily end up being searched and amassed by some to be able to give you invitations to items and programs, as well as annoying rip-offs. That fact that trademark creators do not at all times fully realize trademark laws and are usually always involved in conserving their particular trademark, developing the company and generating currency can lead to prospect for some to prey upon the small business.

So, organizations may continue to make use of the U.S.P.T.O. list of registrants to send out invoices to your business any time you file a trademark application for a brand. Keep in mind these kind of third-party demands for the purpose of overseas listing of your mark, tracking your trademark or service mark, supplying you with a certificate for the decoration. Commonly you don’t have to list your company’s trademark application anyplace aside from the government maintained list. Accordingly, examine your behavior diligently ahead of listing your own trademark application by using a business like for example a global provider.

What’s The Difference Between Grammer And Grammar?

There’s a big difference! Kelsey Grammer is an American actor. But other than Kelsey’s last name, “grammar” is not a word in the English language. You will not find it in any English Dictionary.

You may ask why should you care? Everyone will know what you mean whether you spell grammar with an “a” or an “e,” right? For some people that’s true. However, there are many reasons to spell correctly.

One big reason simply is, in business writing you need to use good spelling. Perhaps you are writing a cover letter in applying for a job. It may be the best cover letter you’ve ever written. It may make you the obvious first choice for the job. But if you don’t use correct spelling, you will appear, 1) as if you’re not very smart, and 2) as if you can’t present yourself in a proper manner through your writing. Using poor spelling in business communications will reflect poorly on you, and on your employer if your writing goes outside the company. And, can you think of a company that wants to look bad to its customers and potential customers? Good spelling always says something about the writer (the employee), and the company. Poor spelling does also.

Another reason to spell words correctly is because English is a tricky language. You can tell a “tale” (story) and a dog has a “tail”. You may “accept” (take) a gift, but your mother may say it’s okay to accept gifts from everyone “except” (but not) from strangers. If you spell words incorrectly, or use them in the wrong manner, you may change the whole meaning of your sentences and give readers incorrect information.

It is also possible that English is not the first language of your reader. English spelling is even more difficult for those who are learning English. And, it’s also very difficult if they read English that is not spelled correctly. Unlike those for whom English is native, people who are learning English as a second language may not understand misspelled words in sentences.

So what can you do to write better English? Writing tips can be found in many places and the first tip always is, be careful in your writing. Don’t write in a slapdash manner and expect your writing to be acceptable to everyone. If you want to be a good writer, then spell like a good writer.

Second, there are many tools available to help improve English writing. Spell checking is common on most computer word-processors for the correction of the writer’s spelling. And there are other language tools available that offer features beyond simple spell checkers, and which provide help in improving English grammar.

Lastly, there are other great tools available to help you write better English. These are English writing software programs that offer powerful features beyond simple spell checking. These not only identify and correct spelling and grammar mistakes, but also enhance text by distinguishing the proper use of words like “tail” and “tale” and “accept” and “except.” Most simple word-processors will not catch the subtle difference between words like these because, although each word is spelled correctly, they may not be used in a grammatically correct manner. A good writing software program has the power to recognize these differences, every time and make corrections. Such a program can become any writer’s best friend.

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