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August 2021
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How Craig the Biology Student Became Craig the Accountant What I Loved About School
I’ve been thinking about my journey to becoming a certified public accountant (CPA), and as kids head back into classrooms this back-to-school season, I can’t help but guffaw at how the student who was so invested in science and English became an accountant. I’ve always been outdoorsy. I was active with the Boy Scouts, and as you all know, I love to fish. I really enjoyed the lessons and ideals taught there, and I proudly became a leader while my sons were in the Boy Scouts, too. Recently, the Boy Scouts have come under fire for sexual harassment claims, and these failures by leadership have sadly tarnished the great lessons that scouting can offer. However, I’m still a proud scout and will continue to advocate for it.
important for everyday life! And I use this skill every day. Proper communication is vital in accounting and to help clients.
It’s not common to find someone drawn to both the sciences and arts, but that’s who I was (and, in some ways, still am). Yet, I found my way to accounting simply because I was good at it. I remember taking an accounting class in high school, and I happened to be one of the few students in class who understood the concepts. I would be so busy helping my classmates with their homework that I would completely forget to do my own work! It just came naturally to me. Where I had been intrigued by science and English, accounting felt like my fit. I contentedly decided to keep other subjects (such as how our natural world functions or the proper use of grammar) to my personal studies and curiosities. So, it only made sense that I would become an accountant — even if I do wish I were outside more! I’ve always been someone who enjoyed learning, and that’s probably a good thing. In accounting, you’re always learning. For starters, you have to maintain your CPA license so continuing education is part of the deal. But at the rapid rate in which tax laws are adapted and changed, you have to be a good learner, too. My clients rely on me to be the expert, so I have to study like one.
This back-to-school season, my hope is that students will engage in their education. It’s okay to be interested in science or math, while also enjoying English and art. Study for the sake of learning, and you will find that you learn more than you could have imagined.
So, given my affinity for nature, it was only natural that I would be fascinated by biology, chemistry, and other introspective, natural sciences. But I would be remiss if I didn’t mention my grade school biology teacher. He always had interesting stories and a thoughtful, easy way of describing these big concepts to explain life on Earth. I always paid attention in his class! I felt like an oddball, though, because in addition to enjoying biology, I also really enjoy English. It taught me why grammar is so important, and to this day, I get incredibly frustrated when I read something that doesn’t have proper grammar. It’s so
Good luck to all teachers, school staff, students, and parents!
—Craig Hanson
CraigHansonCPA.com
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Use These 3 Methods to Measure Your Results Advertising on Podcasts?
If you’re not already advertising on podcasts, you might want to add it to your list of marketing strategies. According to a 2019 survey from Edison Research and Triton Digital, more than half of all Americans have listened to at least one podcast. That’s over 167 million people your company could (and probably should) be targeting. But once you do advertise on a podcast, you’re faced with a different challenge: How do you measure your results? As it turns out, there are quite a few ways to track the bang you’re getting for your buck. Here are just three of them, ranked from the most effective to the least.
the podcasts you advertise on are options on the list. You can do this with an online survey or by incorporating it into your live sales process. According to Marketing Insider, 80%–90% of customers will complete this kind of survey, making it a pretty accurate tracking method. The biggest downside is that you won’t be able to track podcast-driven traffic that doesn’t convert to sales, which is possible with both pixel-based tracking and the next option we’ll dive into.
Promo Codes and Vanity URLs
Finally, you can drop a podcast-specific promo code or URL into your advertisement, then track how many clients visit your website or purchase using those options. One big perk of this method is that it’s shareable between customers: If one person finds you from a podcast and makes a referral, you'll be able to track their referral back to the podcast, too. Unfortunately, Marketing Insider
Pixel-Based Tracking
This method requires a true partnership between the podcast and its advertisers. To make it work, the podcast publisher has to install a pixel (a tiny digital tracking and information-gathering tool) through its hosting provider. Then, you have to install one
reports that only 2 in 3 listeners remember promo codes, and only 1 in 6 use vanity URLs when they’re provided. That means you might end up with podcast-driven customers who appear to have found you from somewhere else.
on your website. Together, the pixels will reveal the connection between podcast downloads and visits or conversions on your site. You get a lot of detailed
data with this strategy, but some podcasters may not agree to use pixel-based tracking because of privacy concerns.
Whatever tracking method you choose, podcast advertising is a booming industry: According to eMarketer, podcast ad spending made up over 20% of digital radio
Post-Checkout Surveys
This tactic is as old as time. When your customers sign up for your service or buy your product, simply ask them where they heard about you and make sure
advertising spending in 2020 and is set to surpass $1 billion this year. It’s time to jump on the bandwagon if you haven’t already — just do it the smart way.
CraigHansonCPA.com
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HAVE A Laugh
The Strange Battle of Castle Itter
During the Nazi occupation of World War II, the Third Reich converted the medieval Austrian castle, Castle Itter, into a prison for important French prisoners. The Only Time Americans and Germans Fought Together in WWII
The castle’s cook encountered Major Josef Gangl, a Wehrmacht officer, who, after becoming disillusioned with Nazism, had decided to help the Austrian resistance instead. So, in order to free Castle Itter, he hoisted a white flag when he made contact with Captain Jack C. Lee Jr., a U.S. tank commander. The battle on May 5, 1945, was short and resulted in only one casualty — Josef Gangl was killed by a sniper. It ended when a small rescue group dispatched by Major John T. Kramers arrived with a column of tanks and scattered the SS troops. The prisoners were freed, Lee was awarded the Distinguished Service Cross, and Josef Gangl, for his service to the Austrian resistance, has a street named after him in a nearby town that still remains to this day.
Have you seen a toothbrush that’s always showing up in Facebook ads? If you don’t have one already, it might surprise you that quip, the company that invented it, currently has a net worth of over $1.14 billion. How did they get there? Unlike most consumer product companies, quip didn't start with a product first. They focused on a problem first: People weren’t brushing, changing brush heads, or flossing nearly enough. Using those shortcomings as a starting point, they began to revolutionize the dental product industry. Inventing a New Design After seeing the sleek, modern design of a quip toothbrush, it won’t surprise you that two industrial designers invented it. Co-founder and CEO Simon Enever got the idea for quip toothbrushes in 2012 after a visit to the dentist in Queens, New York. His dentist mentioned that, despite electric toothbrushes working so well, people still didn’t use them enough. That day, Enever called Bill May — who’d worked for Lifetime Brands like Farberware and KitchenAid — and they started working on the company and product idea. But how do you break into a market dominated by two corporate brands? Existing electric toothbrushes worked great. But Enever, like most Americans, just couldn’t find one he wanted to use. The toothbrushes were heavy, the charging stands were clumsy, and the brush itself often felt too big, too small, or too oddly shaped. Why Does the 'quip' Toothbrush Really Work?
From there, Enever and May stripped down many expensive, unnecessary features that toothbrushes had while keeping the most useful features, like a buzzing timer. That led to the signature, simplistic, and familiar quip toothbrush design we know today. Creating a Worldwide Trend With a competitive, affordable price ($25) and subscription service, quip makes it easy for users to stay on top of their oral health. Quip also works directly with dentists, who offer patients free quip subscriptions if they come in for six-month checkups. With quip’s sleek, light, and convenient design, and even a Bluetooth app for tracking and rewarding customers with healthy brushing habits, it’s no wonder quip toothbrushes are a worldwide success. Enever and May’s innovation wasn’t really in the toothbrush itself, but the way they envisioned how a toothbrush can encourage people to keep brushing. We think it’s safe to assume that many other dental brands, even other health- focused brands, will take inspiration from this approach.
CraigHansonCPA.com
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905 James Ave. NE • Jamestown, ND 58401 (701) 252-6190 • CraigHansonCPA.com Inside This Edition
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Learn for the Sake of Learning
Podcast Ads: How to Track the Bang for Your Buck
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The Only WWII Battle That Americans and Germans Fought Together
Why Does the 'quip' Toothbrush Really Work?
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Go Back-to-School Shopping for Your Home Office! Is Your Home Office Missing Something? Top 3 Tips to Take Advantage of Back-to-School Deals
Everyone loves back-to-school season because of the shopping spree! Students can get tools they’ll actually use for the entire year while they’re on sale while saving a few extra dollars in the process. But you can get that very same feeling as an entrepreneur, too. Here's how you can make the most of back-to-school deals this year for your home office. Upgrade your home office’s amenities. Are you a seltzer water fan? Every year, Amazon almost always has an “Off to College” sale, featuring various products that make dorm life a little bit easier and more convenient. If you want to do the same for your home office, look into a tabletop fridge — or an electric tea kettle, if tea is more your style. Some affordable decor, like wall art or small potted succulents, can spruce up your office without making a mess.
If you’re looking to organize your space, consider buying desktop shelves to free up clutter. Then, you won’t have to leave your desk to stay in the zone! Look out for Apple and PC sales! Replacing your current technology can be expensive, but back-to-school sales are the perfect way to spare your wallet. Have an amazing computer already? You can still benefit majorly from staying tuned! During last year’s back-to-school sale, Apple offered 20% off their AppleCare+ service, which gives you two incidents of accidental damage protection every 12 months. Dropped your laptop or spilled coffee on it? They’ll fix it, no questions asked. Invest in the new office chair you’ve been wanting. Don’t sacrifice your posture just because you’re working from home. Whether remote working has turned into a permanent or a part-time solution for your job, you deserve an office chair that can help keep your back straight, preventing pain and slouching. Many big-box stores will be offering sales on office chairs, so take the opportunity to sit in a healthier way today — before the expensive holiday season rolls around! Just because you’re an adult doesn’t mean you can’t have the joy of back-to-school shopping too. We hope you treat yourself to something that’ll make your remote routine even better.
CraigHansonCPA.com
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