Professional Equities November 2019

Insider Passive Residual Income THEULTIMATEPASSIVERESIDUAL INCOME TM November2019 The

FROM THE DESK OF Bill Moist

THE POWER OF WORDS 5W ays to A mp U p Y our C ontent

FAKE EXPERTS BILL MOIST WITH DAN KENNEDY, HIS SOURCE

We hear politicians running for office and other experts predicting that a recession is near. But, a recession is defined as two consecutive quarters of economic contraction. The Atlanta Federal Reserve upgraded its expectation for the third quarter to a 2.5% growth of GDP. How accurate are the celebrated economists at the International Monetary Fund in predicting 469 recessions in 194 countries since 1998? It seems they should be correct at least 50% of the time. Well actually, they only correctly predicted impending recessions less than 1% of the time. Wall Street banks and hedge funds aren’t much better. Of the 153 economic downturns in 163 counties from 1992 to 2014, just five had been predicted six months in advance. Yet, people love predictions, so the marketing of financial investment gurus, information, and services requires them. So the fake experts must make economic predictions. The above results illustrates the fallacy of predictions. You might as well trust yourself as any of the so-called experts. This is especially true concerning money matters. Many affluent investors are distrustful of the fake experts.

If you’re reading this newsletter, then odds are you understand the powerful pull of good content. Words have the ability to conjure goals, hopes, dreams, and ideas, and they’re an integral part of building your brand. If you don’t communicate with potential clients, how can you expect them to trust you? You can build that trust by crafting quality content on your website and in your advertising. Once you start looking, you’ll probably be surprised by just how many words your company puts into the world each month. We could spend all day going over tips of the trade, but, whether you’re just getting started or giving your brand image an overhaul for the holidays, these are the high points you don’t want to miss. 1. CHOOSE A VOICE When it comes to content, consistency is key. Few things are worse than scatterbrained messaging: If your company’s tone is upbeat and slang-happy one moment and serious and pedantic the next, your customers will develop whiplash, and, worse, they won’t have a good understanding of who you are. Your best

–Bill Moist

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4. GO MULTIPLATFORM If you’re producing quality copy, then why not blast it on all frequencies? Facebook and Twitter posts require a different touch than long-form blog posts, but having a social media presence can be a real asset to your brand. In 2014, HubSpot found 80% of companies saw increased traffic to their websites thanks to social media marketing efforts. Don’t miss this opportunity to get your brand in front of more people.

5. HIRE AN EDITOR If you plan to have a blog on your website, send out print marketing materials to customers, or post regularly on social media, then you can’t afford to skip this step. Even if you contract an editor for just a few hours each week, it’s crucial to get professional eyes on your content; it can make or break your brand’s reputation. According to Business NH Magazine, one study showed that businesses with spelling and grammar errors on their

strategy for building a bond with potential clients is to pick a coherent company identity and stick to it. 2. SPEAK TO YOUR DEMOGRAPHIC Picture your typical customer: Are they male or female? Blue-collar or white-collar? Tech-savvy or old-school? Once you have their traits nailed down, gear your copy specifically to them. If you write with your potential customers in mind and consider things like jargon, tone, and message, then they’ll better identify with your brand and be more likely to do business. 3. GET PERSONAL If you can remind your customers that your company is made up of people just like them, then you have a better chance of earning their business. Showing your audience a real person in your copy is a great way to build authenticity and trust. Try personalizing your blog posts with your own signature, letting employees write their own profiles, and including information about employees’ lives outside the office.

websites lost twice as many potential customers as those with clean copy.

and put it in a bowl. Then, at the dinner table, have each person draw a random slip and read what it says without saying the name while everyone else tries to guess who wrote it. While Pictionary may get your kids talking about what they are thankful for, Guess Who? will tune them into what others around them are thankful for too. PICK-UP STICKS Like regular pick-up sticks, the goal is to remove a stick from a haphazard pile without disturbing the others. However, by using colored sticks that represent different kinds of thankfulness — such as places, people, or food — you can make players think outside the box. This will ensure you get a wide range of creative, thoughtful answers whenever the kids pick up a stick. These modified games are great for helping your kids realize how much they have to be thankful for. Use these to spend some fun, educational, quality time with your family this Thanksgiving. ENGAGE YOUR KIDS ON THANKSGIVING With These Gratitude- Themed Games

Thanksgiving is an excellent time to teach children about gratefulness. By planning some fun, gratitude-themed games, you can impart a valuable lesson and spend some quality family time together. Get your kids in the holiday spirit by adding a Thanksgiving twist to these classic games. PICTIONARY Want to bring out your kids’ creative side? Pictionary is the perfect way to encourage artistic expression and grateful thinking. Try adding a rule where players have to draw something they’re grateful for. This will get your kids thinking beyond turkey and stuffing and give them an imaginative way to express their gratitude. Plus, who doesn’t love a good art contest? GUESS WHO? To play gratitude-themed Guess Who, have each participant write down their name and something they’re thankful for on a slip of paper

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THE GREATEST AMERICANWAR HORSE The Legend of Sergeant Reckless

when under fire and avoid barbed wire, and her ability to do so without needing human command saved many lives during the battle.

Take a Break! Sergeant Reckless’ greatest achievement occurred during the final stages of the Battle for Outpost Vegas. During the bloody five-day campaign, Reckless made 51 trips to resupply guns over the course of a single day. By the end of the battle, she had carried 386 rounds of ammunition by walking 35 miles through rice paddies and mountain trails. After dropping off the ammunition, Reckless would then bring wounded soldiers back to safety. Reckless was trained to lie down Animals have acted as companions to humankind for thousands of years. They’re a near-constant source of companionship, comfort, and aid. Unfortunately, military animals don’t often get the recognition they deserve. One horse, in particular, was essential to the success of her regiment during the Korean War. Meet Sergeant Reckless. Bought for $250 in 1952 by a U.S. Marine Corps lieutenant at a Seoul racetrack, Sergeant Reckless was trained to carry ammunition for the 5th Marine Regiment. Her name was a play on the “recoilless” rifle ammunition she carried and a nod to the daredevil attitude of the soldiers who used them. Reckless was pivotal for her regiment in more ways than one. As Robin Hutton notes in her book “Sgt. Reckless: America’s War Horse,”“Because horses are ‘herd’ animals, the Marines became her herd. She bonded so deeply with them that Reckless would go anywhere and do anything to help her adopted family.”

Reckless would close out her war career with two Purple Hearts and the rank of staff sergeant. She spent the rest of her years at Camp Pendleton in California. To learn more about this legendary mare, be sure to check out “Sgt. Reckless: America’s War Horse” by Robin Hutton.

Inspired by Food & Wine Magazine

Leftover Thanksgiving

DOG TREATS

Ingredients

1/2 cup cooked sweet potatoes, plain and mashed

2 cups cooked turkey, finely chopped 2 cups whole wheat flour

• •

3/4 cup water

1 egg

Directions

1. Heat oven to 350 F. 2. In a medium bowl, combine sweet potatoes, water, and egg. Add turkey and flour and stir again until dough is thick and sticky. 3. Use a rubber spreader to spread dough evenly on parchment-lined baking sheet, about 1/2-inch thick. Cut dough into small rectangles using a knife or pizza cutter. 4. Bake for 30 minutes, until the dog treats are lightly golden brown. 5. Remove from oven and let treats cool completely. Break treats apart along score lines. 6. Serve fresh or store in refrigerator for up to two weeks.

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INSIDE THIS ISSUE From the Desk of Bill PAGE 1 The Power of Words PAGE 1 Gratitude-Themed Games for Kids PAGE 2 The Legend of Sergeant Reckless PAGE 3 Take a Break PAGE 3 Post-Feast Dog Treats PAGE 3 Teaching Kids the Power of Voting PAGE 4

YOUR VOTE MATTERS, AND, SOMEDAY, YOUR KID’S WILL TOO! TEACH A LESSON ABOUT VOTING THIS ELECTION DAY!

The 2020 presidential election is heating up, but Election Day 2019 still requires citizens’voices to decide the fate of their cities, counties, states, and judgeships. As the U.S. enjoys a relatively quiet election day onTuesday, Nov. 5, use the opportunity to teach your children about their civic duty and the power of voting. FOR THE YOUNG KIDDOS There’s no reason why children can’t be involved in local elections. Let your kids tag along to the voting area, and ask for help from city workers and local representatives to answer your kids’questions. You can even set up your own family election by holding a vote over what to have for dinner or where the next family vacation should be located. If you’re looking for bedtime books to feed their curiosity, try out fun reads like“O, Say CanYou See? America’s Symbols, Landmarks, and InspiringWords”by Sheila Keenan. Various websites, like KidsVotingUSA.org, also have ample resources for educators and families. FOR NEWVOTERS Turning 18 comes with the newfound responsibility of voting for our country’s leaders, and, for new voters, the system, ballots, and restrictions can be confusing. Start by walking your teen through the registration

process, which can be done in person at your municipality’s office or online at USA.gov or Vote.org. Next, talk with your teen about what’s at stake in the upcoming election. Be careful not to seed your language with opinions so your teen can develop their own view. Direct them to resources like Ballotpedia.org, where they can find information, practice voting, and see local sample ballots. And, of course, when Election Day rolls around, celebrate their first vote! DON’T FORGET ABOUT YOU! Voting is a right and privilege that comes with U.S. citizenship. Don’t miss your opportunity to have your voice heard. Learnmore about your local election by visiting Ballotpedia.org or contacting your municipality, and be sure to register to vote if you haven’t already. Remember, your kids learn by watching what you do, not just by listening to what you say. Inspire them to get involved and, when the time comes, exercise their right to vote!

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