Professional Equities. inc. - June 2020

Professional Equities. inc. - June 2020

Insider Passive Residual Income THEULTIMATEPASSIVERESIDUAL INCOME TM June2020 The

- FROM THE DESK OF

Bill Moist

THE ELUSIVE POWER OF CONSUMER TRUST AND RISK

Top Methods for Strengthening Your Business’s Credibility and Marketing

Over the past few decades, we’ve heard a lot of public outrage about companies betraying consumer trust. Whether they’re considering tobacco products or baby powder from Johnson & Johnson, Americans have become more proactive about placing their trust in the items they use. More than ever, establishing trust has become an incredibly important aspect of every business’s marketing strategy. You might be thinking, “How do we establish that trust in modern terms?”To answer that question, we need to look at how we got here. Marketing is a relatively new concept introduced during the Second Industrial Revolution. As mass production took over, companies needed to sell more and more products. So, they started asking the same question: How do you get people to buy? Products used to be made in small batches, and consumers relied on word of mouth, recommendations, and influencer marketing (a celebrity sponsorship, for example) to find and choose services and goods. Once the world discovered the power of marketing, mass production pushed companies to previously unimaginable scales. Then, rampant upscaling led to some companies cutting corners and outright lying about their practices. We know the rest of the story. Believe it or not, consumers haven’t lost track of word of mouth, recommendations, or influencer marketing tactics. In fact, they trust these forms of marketing more than ever. Whether you sell goods or services, there’s an online forum where you can read reviews about your business. Just look at the power of Yelp, TripAdvisor, and even Instagram. Endorsements from trusted locals (and celebrities) have become powerful tools to draw marketing attention. Ultimately, the trick to establishing trust isn’t your online rating — it’s risk. Hearing your best friend’s recommendation and reading Yelp reviews are just a couple ways to evaluate risk. If your business offers little to no risk to the consumer, it’s more attractive.

W hen Ross Perot was running for president, he was rumored to have said, “I make so much money (cash) each day, I can’t count it all.”What a marvelous problem to have. We certainly like the equity build in our projects, but there is nothing nicer than a regular monthly cash distribution. I understand that some projects today are not able to make current distributions. I’m sorry to hear that. However, the coronavirus situation is causing us to rethink many assumptions we’ve made. It’s difficult to currently spend our equity in real estate unless we can sell our properties or refinance them. However, in the current financial markets, both of those strategies are difficult to execute. This brings us back to our first question: “Why Cash Flow Is King.”We can spend cash flow whenever we need it without depleting or selling our asset. And when the time comes to sell, cash flow sells at a premium. In conclusion, the reason equity is pushed on investors, is that future equity is a best guess defendant on market conditions and is difficult to confirm today. In contrast, cash flow has value in any market.

–Bill Moist

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Just like in new friendships, people get anxious about forming new business relationships or buying new products. When people shop at your business, what risks are they taking if they buy? If they do buy, what risks are they taking if they continue? Consider how you can decrease that risk. By reducing consumer risk perception as much as possible, your business will instinctively establish trust between you and your consumer. They won’t switch to another company if they feel fulfilled. To reduce risk and evolve your business to be a step ahead of the competition, reevaluate all potential concerns that consumers might have when using your product or service. Try not to shy away from mild or serious concerns. Contact current customers or host focus groups to talk about people’s initial impressions of your business. In all steps of this process, be thoughtful and strategic with the aspects that you can tackle.

depending on your business. Offering guarantees — like the policy, “Satisfaction guaranteed or your money back!”— may be reliable cushions for risk, and you can strengthen your guarantees by including objective data. When you attribute academic, government, or professional sources to your marketing and service claims, consumers feel more reassured. Endorsements from local or industry celebrities can also be huge boosts to your business. Look into obtaining official product or service status from a credible trade association, charity, or other business. Any local professional can add a stamp of expertise to your product or service. In the same vein, showcase all of your best testimonials! The most credible references are nonpaid testimonials, but compensating consumers for their time is also an option if necessary. When it comes down to it, marketing and establishing trust between you and the consumer is just like any friendship. Start by considering their needs. Then, give them the ultimate comfort of knowing their risk is in good hands.

Now, your company might be minimizing consumer risk, but you still need to market it. There are many tactics, and each one changes

Hearing about someone who has claimed a Guinness World Record is pretty cool, but do you know what’s even cooler? When animals make world records. Here are a few amazing animals who hold some really cool records. Caspa, the Amazing Jumping Llama Sue Williams is an animal trainer and behaviorist who specializes in dogs. One day, she was working on agility training with her dogs when she noticed her llama, Caspa, watching them. After a little time and training, Williams discovered that Caspa loved jumping, too. In 2015, Caspa cleared a bar set at 3 feet, 8 1/2 inches. He jumped right into the world record for “highest bar jump cleared by a llama.” SUPER BEAGLES AND JUMPING LLAMAS Guinness World Records’ Most Amazing Animals

performing 20 different tricks in 60 seconds. Her routine started with the classics, like sitting and giving high-fives, and culminated in riding a skateboard while hopping over a low bar. Dollwet told Guinness World Records that training Didga took a lot of time and patience and that he was so proud of his clever cat. Purin, the Beagle Who Holds 3 Guinness World Records Nicknamed“The Super Beagle,”Purin scored her first title in 2015 for her amazing goalkeeping skills. The beagle “saved”14 mini soccer balls thrown by her human, Makoto Kumagai, in one minute. A year later, Purin claimed another record when she became the “fastest dog on a ball”by traveling 10 meters in 10.39 seconds while balancing on a ball. Not long after, Purin and Kumagai set the record for “most skips by a dog and a person in one minute — single rope”with 58 skips. Talk about super!

“He’s a complete diva,” says Williams. “So, if there are people there to show off in front of, that’s when he’s at his ultimate best.”

Didga, a Very Tricky Kitty Anyone who says cats can’t learn tricks hasn’t met Didga. In 2016, Didga, with help from her human, Robert Dollwet, claimed a world record by

You can find videos of all these amazing record holders and more at GuinnessWorldRecords.com .

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KEEP YOUR BRAIN YOUNG 3 Tips for Good Brain Health From Harvard Medical School

A s we age, our bodies change, decline is one of the biggest fears of aging, but it’s not inevitable. Though we’re still learning new things about how our brains work, there’s a lot of scientific research that shows how to keep your brain young. If you want to keep your mind sharp throughout your lifetime, then follow this advice from Harvard Medical School. including our mental functions. Cognitive 1. Get a good workout. Exercising regularly helps all the muscles and organs in your body, even your brain! A good workout can lower your blood pressure and improve

your cholesterol levels, which help your brain and your heart. Harvard Health Publishing, a website of Harvard Medical School, also notes that “animals who exercise regularly increase the number of tiny blood vessels that bring oxygen- rich blood to the region of the brain that is responsible for thought.” 2. Pay attention to your mental health. Poor mental health can lead to impaired cognitive function. Chronic anxiety, depression, and exhaustion tend to cause low scores on cognitive function tests. But test scores aren’t necessarily a sign of future cognitive decline, and Harvard Health Publishing urges readers to maintain good mental health and get restful sleep, as they are “certainly important goals” for improving cognitive function and overall well-being. 3. Stay connected. It’s not enough to focus on yourself. In order to maintain your long-term cognitive health, you should also focus on your connections with other people. According to Harvard Health Publishing, “Strong social ties have been associated with a lower risk of dementia, as well as lower blood pressure and longer life expectancy.”Make new friends, stay in touch with family members, and maintain positive relationships in your life. They say an ounce of prevention is worth a pound of cure. This is certainly true when it comes to your brain health. Do what you can today to protect your mental functions tomorrow.

Inspired by SarahFragoso.com

PALEO SAUSAGE FRITTATA Bacon may be a paleo favorite for breakfast, but this hearty sausage meal can be enjoyed any time of day and is the perfect way to mix things up!

Ingredients

• • •

3 tbsp coconut oil

• • •

4 green onions, diced

1 lb mild Italian sausage 1 medium sweet potato, peeled and grated

10 eggs, whisked

Black pepper, to taste

Directions

1. In a large ovenproof skillet, heat coconut oil over medium heat. 2. Crumble sausage into the skillet and cook until browned. 3. Add sweet potato and cook until tender. 4. Add green onion and sauté for 2–3 minutes. 5. Spread this mixture evenly throughout the skillet. Pour eggs over mixture and sprinkle black pepper over top. 6. Cook without stirring for 3 minutes or until bubbly. 7. Transfer skillet to oven and cook under broiler on low until frittata is cooked through.

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INSIDE THIS ISSUE From the Desk of Bill PAGE 1 Consumer Trust and Risk: Building Your Credibility PAGE 1 5 World Records Broken by Animals PAGE 2 Harvard’s Tips to Keep Your Brain Young PAGE 3 Take a Break PAGE 3 Paleo Sausage Frittata PAGE 3 Help Local Nonprofits in Challenging Times PAGE 4 Professional Equities, Inc. BILLMOIST'S

THE ULTIMATE PASSIVE RESIDUAL INCOME TM

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THE BEST WAYS TO HELP LOCAL NONPROFITS IN CHALLENGING TIMES

Over the past several months, families, businesses, and nonprofits have had to navigate life in this challenging “new normal,” and it can be hard to support your favorite nonprofits when times are tough. Here are a few ways you can help these important entities, even when you don’t have resources to spare right now. DONATE While many people donate generously during the holiday season, remember that nonprofits need donations throughout the year, and different nonprofits need different things. A monetary donation can often go a long way, but never feel obligated to give money, especially when your budget may be tight. Instead, consider cleaning out your closet. What clothes, shoes, or other accessories can you part with? What about dishware or small

appliances? When you clean out your home and donate unused items, you benefit those in the community who need them most. VOLUNTEER In a time of social distancing, volunteering may be discouraged, but nonprofits still need volunteers to operate. The good news is that many nonprofits need volunteers for positions that maintain social distance, such as driving. Food banks and kitchens need drivers to pick up donations or ingredients from donors and to deliver food to people in need, such as the elderly or those with disabilities. ADVOCATE Even if you don’t have time or resources to give, you can become an advocate for important causes around your community. While it might not seem like much, sharing

information about local nonprofits on social media can make a genuine difference. Nonprofits need exposure, which is greatly boosted through community support. Sharing useful information about nonprofits — or sharing their posts — increases their visibility so more people will take action.

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