Professional Equities April 2019

Insider Passive Residual Income THEULTIMATEPASSIVERESIDUAL INCOME TM April2019 The


Bill Moist

My brother-in-law from Northern California was impressed—He proclaimed,“Things are bigger in Texas!”


Small Town Impresses Big Company

I attended the Ennis Chamber of Commerce Executive meeting on Feb. 11. The City Manager, Scott Dixon, gave the update on the Buc-ee’s recent ground-breaking ceremony.

Every savvy small-business owner in 2019 knows that you need a website in order to stay relevant in the modern marketplace. But when you search the internet as a consumer, it’s clear that many of these business owners don’t actually understand why a website is important. If you look around at the digital storefronts of your competitors — and probably your own — you’ll mostly find placeholders as opposed to compelling avenues for customer engagement. Instead of making their company’s offerings, goals, and identity instantly clear, most pages muddy the waters with wordy self-justifications. Instead of being attractive and easy to use, they’re covered in garish promotions and confusing menus leading nowhere helpful. The worst thing you can do with your website is make it pointless. You can shell out some funds to a design firm to create a generic webpage, but without a clear understanding of how your site will create and drive leads and customer engagement, it won’t do much. Here are two steps you can take to improve your site and get an edge over the competition whether you edit the site in-house or outsource it to a web designer. In a 2012 study, Google discovered that users assess the aesthetics of a website in one- fiftieth of a second. Furthermore, overwhelming visual complexity leads users to perceive a site as unattractive. It’s tempting to cram as much information as possible onto your homepage. You want prospects to check out your social media, read your blog, see your latest promotion, and give your business a call. But in reality, when confronted with too many options, most customers PARE IT DOWN.

What’s interesting is Buc-ee’s has 40 stores, but this is the first ever ground-breaking ceremony.

One of Buc-ee’s owners, Mr. Appleton, said the reason they decided to have a ground-breaking ceremony in Ennis was because the City Staff were so tenacious in insisting it should happen. Mr. Appleton also agreed to give the City of Ennis the surplus food, which can then be distributed to the needy in the area. Ennis has impressed the owners andmanagers of Buc-ee’s as a city where they want to build a new store. Preliminary layout has begun on the site. We too are impressed with both the City of Ennis and Buc-ee’s. That’s why we purchased a 11-acre site that is 1,250 feet north of the new Buc-ee’s site. We also have a weekly email newsletter where you can“Get 9 Little-Known Secrets For Passive Residual Income-Free”at

–Bill Moist

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action, and one click should make that action as easy as possible. The fact that you already trimmed everything down should make this even more straightforward. When there isn’t a ton of extraneous clutter, your call to action will pop that much more. In 2019, users won’t accept a hodgepodge, half-baked website, and you shouldn’t either. Rework your site with these principles in mind, and watch conversions boost like magic.

clinic, your ultimate goal is for the user to schedule an appointment. With that in mind, everything on the site should lead to that appointment. There should be a bold phone number on the header of every page, and you should have an automated appointment- setting form prominently featured. Make your direct call to action the beating heart of your site. It should be the most obvious thing on your homepage. The content should always guide the user toward

will leave the site rather than sort through the overload.

The best way to improve your website is to assess each piece of information and determine whether it is needed. Do you need each of your offerings outlined in both a box and a header menu? Is that cluster of social media icons actually contributing anything? In order to make a website easy to use, you need to ruthlessly pare it down with usability in mind. Most design-ignorant entrepreneurs are notoriously afraid of white space; don’t be like them. By decluttering the page and inviting your consumers to pause and peruse, you’ll increase comfort, engagement, and conversions. KNOWWHAT YOU WANT USERS TO DO, AND TAILOR YOUR SITE PRECISELY TO THAT END GOAL. What do you want to accomplish with your website? When you ask yourself this question, be specific with your answer. For example, if you’re a dentist or medical


ran through a 70-foot-long pipe in a matter of minutes. Without Smoky, it would have taken three days to lay the wire. Her work kept over 250 ground crewmen and 40 fighter and reconnaissance planes out of danger from enemy bombings. In addition to saving lives on the battlefield, Smoky is also considered to be the first recorded therapy dog. She learned a number of tricks to cheer up troops and would visit injured soldiers at the hospital in New Guinea. After WorldWar II, Smoky andWynne visited veteran hospitals across the United States. “Corporal”Smoky lived for another 10 years after the war before dying on Feb. 21, 1957, at approximately 14 years old. Wynne would go on to write a memoir about his time with Smoky titled“Yorkie Doodle Dandy.”Almost 50 years after her death, a life-sized bronze statue of Smoky was erected at her final resting place in Lakewood, Ohio. Her statue is dedicated to the bravery of all war dogs, and it is a reminder that heroes come in all shapes and sizes.

Considering the stress of combat, it’s no wonder military dogs tend to be tough breeds known for their size and strength. German shepherds, boxers, and various bully breeds are well-acquainted with the battlefield. But in WorldWar II, the most famous military dog weighed only 4 pounds and stood a mere 7 inches tall. Smoky theYorkshire Terrier wasn’t exactly what most people associated with Shakespeare’s“let slip the dogs of war,”but her small size is part of what made her such a hero. In 1944, after being discovered beside a foxhole in the jungles of New Guinea, Smoky met Corporal WilliamA. Wynne, an American soldier from Cleveland, Ohio. The two quickly became inseparable, and she stayed by Wynne’s side the entire time he was stationed in the South Pacific. Smoky is credited with going on 12 combat missions, surviving 150 air raids, parachuting 30 feet, and earning eight battle stars. Smoky’s sensitive hearing allowed her to alertWynne and other soldiers of incoming air raids. Smoky’s most famous act of heroismoccurred when she went where no man could go at an air base at Lingayen Gulf, Luzon. The engineers needed help, soWynne tied a strand of telephone wire to her collar and Smoky

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How the Placebo Effect Works

to emulate. You might start treatment with the real medication and eventually transition to the look-alike.

The placebo effect works. Study after study has confirmed it. The question is how. Numerous studies have shown placebos are most effective for aches and pains, as well as seasonal affective disorder (SAD) and depression. The placebo effect even works if you’re aware you’re taking a placebo. With that in mind, a person can’t just start taking placebos (or sugar pills) and expect a placebo effect. There is a strong psychological component. This may mean seeing a doctor or participating in a drug study to get the ball rolling.

Then, you must expect it to work. There must be an indication that the placebo is “real.”This might be a doctor telling you it’s real and effective, or it might be previous experience taking a certain medication. In your mind, if the real drug worked, so will the look-alike. Lastly, you need to believe that when you take the placebo pill, it will do what you think it’s supposed to do. Belief is a powerful tool, and when you believe it’s going to help, the placebo will be most effective. In pain studies, for example, some people experienced the same reduction in pain as they would have experienced had they taken typical, over-the-counter pain medication. Keep in mind, however, that the placebo effect affects each person differently.

There are three challenges a person needs to overcome for a placebo to be most effective: conditioning, expectation, and belief.

First, you need to be conditioned to accept the placebo as the real deal. For example, the placebo has to look like the medication it is meant

Take a Break!

Inspired by Food & Wine magazine


Radishes start showing up in droves during the spring and summer months, but all too often we only eat the bulbs raw on salads and discard the greens. This recipes bucks both of those trends, with the radishes being roasted alongside their green tops.


2 tablespoons unsalted butter

3 bunches radishes with greens attached 2 tablespoons extra-virgin olive oil

2 tablespoons fresh lemon juice

Salt and pepper, to taste


Transfer entire skillet to oven rack and roast for 15 minutes.

1. Heat oven to 500 F. While

heating, trim radishes and wash greens. Pat both dry using a paper towel.

3. Once removed from oven, return skillet to stove. Over medium heat, stir in butter and add greens. Cook until they are wilted, about 2 minutes. 4. Finish with lemon juice and additional salt if desired. Serve immediately.

2. In a large ovenproof skillet, heat oil over high heat until shimmering. Season radishes with salt and pepper, add to skillet, and cook until lightly browned, about 2 minutes.

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INSIDE THIS ISSUE From the Desk of Bill PAGE 1 2 Simple Steps to Improve Your Website PAGE 1 Never Judge a Dog by Her Size PAGE 2 Have You Ever Wondered About the Placebo Effect? PAGE 3 Take a Break PAGE 3 Roasted Radishes With Radish Greens PAGE 3 The Importance of Rain to the Survival of Cultures PAGE 4 Professional Equities, Inc. BILLMOIST'S While traditions and dances vary between Native American tribes, many of them feature rain dances. Because water is essential to life, and because many tribes lived in agrarian societies, these dances were important rituals, pleas for the survival of the tribe for another season. These dances have existed for hundreds of years, and many tribes still perform them today. Rain dances are notably common in the Southwestern U.S., where the dry climate means water is scarce and every bit of rainfall is essential for survival. Generally, rain dances are performed to ask the spirits or gods to send rain for the crops. Tribes such as the Hopi, Navajo, Pueblo, and Mojave perform rain dances often. An old Cherokee legend says that the rain is filled with the spirits of past chiefs, and the rain is an indication of their battle with evil spirits beyond the natural world. One interesting fact about rain dances is that both men and women—not just men—participate in the ceremony.



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The History and Cultural Significance of Native American Rain Dances

Dancers wear special regalia, sometimes including headdresses, masks, body paints, and jewelry. What is worn varies from tribe to tribe, but turquoise is very important in rain dances for many tribes and is often incorporated into the jewelry. The rain dance regalia is not worn at any other point or for any other purpose during the year, and participants dance in a zigzag pattern, unlike all other dances, which feature a circular motion. In the 19th and early 20th centuries, when the U.S. government was relocating Native Americans all over the country, they banned the practice of many ceremonial dances on reservations, sometimes including rain dances. However, rain dances continued undercover: Native Americans simply performed the ritual as a different, unbanned ceremony. The dances and the traditions continued, and today many tribes still perform rain dances, even if only in reverence for their heritage.

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