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Wednesday, December 7, 2011
Suicide and Euthanasia - An Overview
Legal jurisprudence states that there is a right and a corresponding duty to every action and inaction. And as all the rights that every individual possesses in the contemporary society are being defined to the greatest extent, it is also equally true that we lack a few provisions in our laws that would truly draw a balance between individual liberty and the reasonable restraints of the state and society. However, for this the state has to comprehend or realize the fact that not all things are based on reason or logic; that we are human beings, who cannot be governed by mechanical laws.
Today there is a growing debate over the contention, whether people possessing similar rights- such as the 'right to live' also posses the 'right to die'. There is a divided opinion over this issue, as some argue that life is to be continued in every manner possible- be it in a natural or artificial one. The rest believe that it being a matter of individual liberty, all of us are entitled to live and end our lives as and when we deem fit. According to these people, suicide like euthanasia should be morally permissible. Due regard must be given to every case of euthanasia before a person's right to live and die a pain free life is denied.
It is crucial to draw a definitive line between suicide and euthanasia, where many are of the opinion that by permitting euthanasia we would be indirectly also be permitting suicide, therefore as against suicide the grounds on which euthanasia may be allowed should be very restrictive; and if at all allowed, be in exceptional cases, leaving no window for any mischief.
SUICIDE
Suicide as defined in Webster's Dictionary means an act or instance of intentionally killing oneself. Therefore, suicide could be termed as the intentional termination of one's life by self- induced means for various reasons, such as, frustration in love, failure in examinations or in getting a good job, but mostly it is due to depression.
The genesis of the desire to live or survive springs from the motivation to live, which every human being normally posses. Such motivations may be numerous and may vary from person to person. For existence it is imperative that every human being has a reason or motivation. But when such reasons or a motivation no longer exist- along with it goes the psychological reason to exist. Therefore it wouldn't be false to say that our will power to exist is paramount to everything else, even the laws that govern our lives.
Considering the above argument, it is still in the best interest of the society, that suicide not be permitted, however disheartened the person may be, because if permitted, it may have a negative effect on the minds of children who for different reasons may contemplate suicide. Human life is an enigma, where events and circumstances may change even in the blink of an eye. Therefore what may seem like a hopeless situation today, may well be worth living the next day; and also because happiness like depression and sadness is a state of mind, that may change according to circumstances that govern us.
In India, the Supreme Court has held , " The right to live with dignity cannot be construed to include within its ambit the right o terminate natural life, at least before commencement of the natural process of certain death.
The Supreme Court of India in P. Rathinam's case observed,
"The principle is that the sole end for which mankind is warranted individually or collectively, in interfering with the liberty of action of any of their number is self protection. That the only purpose for which power can be rightfully exercised over any member of a civilized community against his will is to prevent harm to others... In the part which merely concerns him, his independence, is of right, absolute."
But it was in Gian Kaur's case , which overruled P. Rathinam's case , the Supreme Court of India held, "Right to life is a natural right embodied in Article 21 of the Constitution of India, but suicide is an unnatural termination or extinction of life and is incompatible and inconsistent with the concept of the right to life".
However, a person who has made up his mind and is determined to end his life at all costs and regardless of all repercussion that his actions may have on those that care about him, cannot be stopped by law because he/she is going to end his/her life sooner or later. As was observed by the great philosopher, poet 'Khalil Gibran' , "...you can muffle the drum and you can loosen the strings of the lyre, but who shall command the skylark not to sing?"
An English writer- H. Romilly Fedden observed , " It seems a monstrous procedure to inflict further suffering on even a single individual who has already found life so unbearable, his chances of life so slender, that he has been willing to face pain and death in order to cease his living. That those for whom life is altogether bitter should be subjected to further bitterness and degradation seems perverse legislation".
"The secular lives that most of us lead, no matter what our faith (or the lack of it), can often keep us from seeking tough answers to difficult questions. There are no absolute standards for guidance. We are more likely to blur the issues, no matter how well meaning, by appeals to what is practical what works, or is cost effective, or suits our politics and what suits are open society. Most of all, it's about what suits us".
EUTHANASIA
Euthanasia or mercy killing is committed on the basis of medical reasons, where the death of a terminally ill person is brought about by another person, who believes that such person's existence is so bad that he/she would be better of dead; also when his actions are based on the conviction that unless he intervenes and ends the ill person's life, it shall become so bad that he/she would be better of dead. Considering this observation, it may be stated that the motive of the person committing such acts of euthanasia is to benefit the one whose death is brought about.
The problem of euthanasia has a long history of philosophical discussion. Ancient Greek thinkers seemed to have favoured euthanasia even though they opposed suicide. In medieval times Christian, Jewish and Muslim philosophers opposed active euthanasia, although the Christian Church has always accepted passive euthanasia.
In the sixteenth century, English Humanist Thomas More, in describing a utopian community, envisaged such a community as one that would facilitate the death of those whose lives had become burdensome as a result of torturing and lingering pain. However, it has only been in the last 100 years that there have been concerted efforts to make legal provisions for voluntary euthanasia.
Euthanasia can be classified as:
1. Voluntary Euthanasia: Covers instances of euthanasia in which a clearly competent person makes voluntary and enduring request (either verbally or through a written document) to be helped to die. However, there is no single, objectively correct answer, which has application to everyone, as to when if at all, life becomes burdensome and unwanted. Where a critically ill person is typically in a severely compromised and delibilated state, it is, other things being equal, the patients judgment of whether continued life is a benefit that must carry the greatest weight, provided always that the patient is competent.
In her judgment Judge Barbara Rothsein of the U.S District Court held, "The suffering of a terminally ill person cannot be deemed any less intimate or personal, or any less deserving of protection from unwarranted governmental interference than that of a pregnant woman... like the abortion decision, the decision of a terminally ill person to end his/her life involves the most intimate and personal choices that a person can make in a life time; and constitutes a choice central to personal dignity and autonomy. "
Considering the above, we can say that voluntary euthanasia is primarily concerned with the right to choice of the terminally ill patient who decides to end his or her life, choice which serves his/her best interest and also that of everyone else.
Considering this the advocates of voluntary euthanasia have proposed certain restrictive conditions, which contend that if the person is
a) suffering from a terminal illness;
b) unlikely to be benefited from the discovery of a cure, for that illness during what remains of his/her life expectancy;
c) as a direct result of the illness, either suffering intolerable pain, or only has available a life that is unacceptably burdensome (because the illness has to be treated in ways which lead to her being unacceptably dependant on others or on technological means of life support);
d) has an enduring, voluntary and competent wish to die (or has prior to losing the competency to do so, expressed a wish to die in the event that conditions mentioned in a-c are satisfied; and
e) unable without assistance to commit suicide;
And in such cases only, there should be legal and medical provisions to enable such persons to be allowed to die or be assisted to die . (It is important to note here that these conditions concern access only to voluntary for those who are terminally ill.) The first condition is restrictive in the sense that it allows only persons who are terminally ill and not others such as those suffering from early Alzheimer's disease, because the inclusion of such persons would, at least for the time being make it far harder to obtain legal sanction for helping those suffering from terminal illness and wish to die.
The second condition is meant simply to reflect that miracle cures, however sensationally spoken of, are not so easily available unless there are painstaking breakthroughs achieved. Which in fact are begotten by a very long and gradual process of research. Therefore, in the present circumstances at least, it would be very unfair to reject the appeals of such terminally ill persons, who wish to die.
The third condition recognizes the fact that it not only release from pain that leads such terminally ill persons to ask for euthanasia, because such people may be relieved from the pain by administration of drugs, however, they also have to endure the ugly side effects of such drugs. Whereas, some may not have to cope with pain, instead are made incapable of living life without life support systems (eg: patients suffering from motor neurone disease).
The fourth condition states that the choice to die not only be voluntary, but that it be made in an enduring way and be competent. Also in cases where the patient be suffering from depression, they should be allowed a certain cooling off period. The choice should be one that reflects will of the person concerned, require discussion and time for reflection and should not be settled in a moment.
The reason there is big divide over the granting of permission for practice of voluntary euthanasia is said to be the lack of evidence, which could prove that the dying persons request to die is competent, enduring and genuinely voluntary.
Also, where a person is racked with pain or befuddled because of the measures taken to relieve the pain; and is not able to think clearly and rationally about the alternatives, such persons in those circumstances who wish to die should not be assumed to have a competent, enduring and genuinely voluntary desire to die. In such cases, living wills or advance declarations could be used as legal instruments for giving voice to the wishes of such people. It is also not necessary for people to have suffered such illness; they can pen their thoughts on the basis of any prior experience of illness or deaths of the family and friends.
The fifth condition further restricts access to voluntary euthanasia by excluding those who are sui juris or capable of ending their own lives.
Moral Arguments for Voluntary Euthanasia
The central ethical argument for voluntary euthanasia- that respect for persons demand, for their autonomous choices, as long as those choices do not result in any harm to others, is directly concerned or connected with the issue of competence because autonomy presupposes competence.
Since dying is a part of life, choices about the manner of dying and the timing of death, are for many people, part of what is involved in taking responsibility for their lives. Most of us are concerned about what would the last phase of our lives be like. Not merely because of fear that our dying may involve us in great suffering, but also because of the desire to retain our dignity and as much control over our lives as possible during this phase.
Voluntary euthanasia can be further classified into:
a) Passive Voluntary Euthanasia refers to cases where life sustaining or life prolonging measures are withdrawn or withheld, and steps which could preserve or prolong life are not taken, thereby allowing the patient to die.
b) Active Voluntary Euthanasia refers to cases where active measures are taken to end the patient's life, such as by directly administering a lethal dose of a drug.
The alleged distinction between passive and active voluntary euthanasia, is generally a matter of pragmastics, not of anything of deeper importance. For instance consider the practice of deliberately proceeding slowly towards a ward in response to request to provide assistance for a patient who is subject to a not for resuscitation code. Or consider pulling the plug on an oxygen machine keeping and otherwise dying patient alive, as against not replacing the tank when it runs out.
According to James Rachels (Professor of Philosophy at the University of Alabama), "There is no moral difference between actively killing a patient and passively allowing a patient to die."
He further states that the techniques of passive euthanasia prolong the suffering of the patient, for it takes longer to passively allow the patient to die than it would if active measures were to be taken; and in the mean time the patient is in unbearable pain. Since the decision has to be made to bring an earlier death, it is rather cruel to adopt the longer procedure.
Also, passive and active euthanasia do not differ since both have the same outcome- the death of the patient on humanitarian grounds. The difference between the two is accentuated because we frequently hear of terrible cases of active killings, but not of passive killings.
It is often said that even if motive and consequences are agreed to be in common, if someone's life is intentionally terminated, he/she has been killed, whereas, if he/she is no longer being aggressively treated his/her life is not ended by the with drawl of such aggressive treatment, but because of the underlying disease.
2. Non-Voluntary Euthanasia: Includes instances where a person is either not competent to or unable to, express a wish about euthanasia, or wherein the patient is unconscious, comatose, or is otherwise unable to explicitly make his/her intentions known; and there is no one authorized to make a substituted judgment (wherein a proxy would choose, as the no longer competent patient would have chosen).
In voluntary euthanasia, the patient has had on prior occasion, given advance directives in the form of living wills (or otherwise) to express his desire or wish in circumstances wherein he himself is not in a position to give any such directives. Whereas in Non-Voluntary euthanasia the patient has left no such living will or given any advance directives, as he may not have had an opportunity to do so, or may not have anticipated any such accident or eventuality. In cases of non voluntary euthanasia, it is often the family members who make the decision, whereas in The Netherlands, it is the Doctors who mostly decide whether the patients' life is to be terminated or not. However, there are certain legal guidelines that they also have to follow for terminating the patient's life.
However, today there is also a growing fear among people that by allowing voluntary euthanasia to be legally permitted, we may set foot on a slippery foot that may lead us inevitably to support other forms of euthanasia, especially non-voluntary euthanasia. The arguments pertaining to the permissibility of non-voluntary euthanasia are based on:
a) Psychological, b) logical; and c) arbitrary lines.
a) Psychological Basis: With regard to the psychological inevitability, there is no way of knowing the patients views, because the patient is neither competent, nor has made any provision for a proxy to make a substituted judgment. And those who value the autonomy of the indivisual and support the provisions for voluntary euthanasia cannot be presumed to find it psychologically easier (as there is no reason to believe that they will) to kill patients who are not able competently to request assistance with dying.
b) Logical Basis: There is nothing logically inconsistent in supporting voluntary euthanasia
but rejecting non-voluntary euthanasia as morally inappropriate. The two issues being
logically separate there may be some advocates of voluntary euthanasia who wish to lent
their support to some acts of non-voluntary euthanasia. (eg. Those in Persistent
Vegetative State who never indicated their wishes or those who never anticipated
such eventuality.) Others may think that what may be done with the consent of the
patient sets a restriction on the practice of euthanasia. The difference therefore is not of
logical acumen, but has to be located in the respective values of different supporters.
b) Arbitrary Basis: There can be no substance to the charge that there is a slide from
voluntary euthanasia to non-voluntary (as the line between them is based on clear
principles).
After the publication of the Remmelink Report in the 1991 into the medical practice of euthanasia in The Netherlands, it has frequently been said that the Dutch experience shows decisively that legally protecting voluntary euthanasia is impossible without also affording protection to non- voluntary euthanasia that will come in its train... In a second nation wide investigation of physician assisted dying in The Netherlands carried out in 1995 a similar picture emerged as had in the Remmelink Report of 1991. But again no evidence was found of any decent down a slippery slope towards ignoring people's voluntary choices to be assisted to die.
"If active euthanasia is widely practiced but in ways that are not legally recognized, there is apt in fact to be more danger that the distinction between voluntary cases and non-voluntary cases will be blurred or ignored than in a situation where the carrying out of euthanasia is transparent and subject to monitoring ."
Therefore, while permitting voluntary euthanasia, it is also necessary that safeguards be put against potential abuse of any legal protection for voluntary euthanasia. One effective means for protection is that of advance directives like living wills, which are thought to be widely effective, if not perfect.
3. In-Voluntary Euthanasia: In-Voluntary Euthanasia refers t cases wherein a competent patient's life is brought to an end against the wishes of that patient that oppose euthanasia; and would clearly amount to murder. In such cases, no matter how honourable the perpetrator's motive, such form of euthanasia should be unlawful.
The Medical Profession And Euthanasia
Theoretically speaking, medical professionals have several options open to them in cases where the patient is terminally ill, or in intense pain, or voluntarily chooses to end his own life to escape the prolong suffering. These options are: a) The worker can ignore the patient's request b) The medical personnel can discontinue providing treatment to allow the patient to die (Passive Euthanasia) c) The medical personnel can provide the patient with the means to end his own life (Assisted Suicide) or d) Take active measures to end the patient's life (Active Euthanasia).
However, the value (or right) of self-determination does not entitle a patient to compel a medical professional to act contrary to his/her moral or professional values. If voluntary euthanasia is legally permitted, it must also be against a backdrop of respect for professional autonomy.
Euthanasia And Laws Pertaining To Euthanasia In Different Countries
1. The Netherlands: In the nineteen seventies and eighties a series of court cases in The Netherlands culminated in an agreement being reached between the legal and medical authorities to ensure that no physician would be prosecuted for assisting a patient to die as long as certain guidelines were strictly adhered to. These guidelines were established to permit physicians to practice voluntary euthanasia in instances where: a) A competent patient had made a voluntary; and informed decision to die. b) The patient's suffering was unbearable. c) there was no way of making that suffering bearable which was acceptable to the patient. d) The physician's judgment as to the diagnosis and prognosis were confirmed after consultation with another physician. In November 2000, The Netherlands passed a legislation to legalize the practice of voluntary euthanasia. The legislation passed through all Parliamentary stages; and in early 2001 became Law. Since 2001 many patients suffering from numerous incurable diseases have been able to put an end to their misery by opting for euthanasia.
2. U.S.A: In Oregon, legislation was introduced in 1997, to permit physician assisted suicide, when a second referendum clearly endorsed the proposed legislation. Later, in 1997 the Supreme Court of U.S in two significant cases ruled that, "There is no constitutional right to physician assisted suicide. " However, the Court did not preclude individual States from legalizing in favour of physician-assisted suicide. As a result the Oregon legislation is still operative and continues to serve the purpose of many people. In Florida the legislators debated the issue of Terri Schiavo, who had been in Persistent Vegetative State for the past fifteen years and had not left any advance directives with the help of which the matter could have been easily resolved. Her husband sought to have her feeding tube withdrawn; and had won the Courts approval to do so. However, Mrs. Shiavo's parents opposed the said decision of the Court. Meanwhile the Florida legislature hastily enacted a law directing that the feeding tube be applied once more. In this particular case, many are of the opinion that after fifteen years in a persistent vegetative state, perhaps Mrs. Schiavo should be allowed to die.
The Iowa Law Review in October, 1989 published a "Model Aid-In Dying Act", under which even a child above the 'age of six' could request Aid-in-Dying; and if his parents refused to permit him, an "Aid-in-Dying Board" could overrule them and grant the request.
In 1984 the then Governor of Colorado - Richard Lamm said , "The terminally ill elders have a duty to die and get out of the way."
Jack Kevorkian also known as the 'Doctor of Death' in his trial in Michigan said, "If a rational policy of planned death can be attained, the benefit for the society is incalculable ." Also there are many who are of the opinion that euthanasia could also be used to eliminate the defective in order to strengthen the gene pool, or to keep the growing population under check; and thus be very beneficial for the society. But such extreme measures are perhaps too irrational.
In the U.S, in cases such as Nancy Cruzan , John Doe , and that of Karen Ann Quinlan, that Supreme Court has time and again reiterated its view that, though there is a Constitutionally protected 'right to die,' this right is not absolute, for the State has an interest in protecting and preserving life.
Today in America, various grants are being made to promote euthanasia by various foundations. Also, education programs are being designed to train medical personnel in the pro-euthanasia newspeak.
3. Australia: In the nineteen nineties in Australia, the first legislative approval for voluntary euthanasia was achieved with the passage of a bill in the Parliament of Australia's Northern Territory to enable physicians to practice voluntary euthanasia. Subsequent to the Rights of the Terminally Ill Act's Proclamation in 1996, it faced a series of challenges from opponents of voluntary euthanasia. In 1997, the challenges culminated in the Australian National Parliament overturning the legislation; and prohibiting Australian Territories (The Australian Capital Territory and The Northern Territory) from enacting any legislation permitting euthanasia.
It was observed in an Australian case , "The Rights of the Terminally Ill Act (as amended) (NT) is unique. It is sui generis. It is a composite whole. It establishes a regulatory regime for the intentional termination of human life in stipulated circumstances. In doing so, it removes all criminal, civil and professional sanctions otherwise applicable to a medical practitioner who intentionally terminates a patient's life or aids a patient to commit suicide in accordance with stipulated procedures. The Act institutionalises intentional killing which would otherwise be murder; it institutionalises aiding suicide which would otherwise be a crime."
It was approximately a year ago, when an Australian citizen devised an instrument capable of holding carbon monoxide gas; it was made specifically for people who wished to put an end to their lives, without having to bear any pain in the process.
4. Belgium: The Belgian Parliament legislation favouring euthanasia in May, 2002 quite similar to that passed in The Netherlands. And in the first year of its legalization, 203 cases have been recorded, according to the newly released figures provided by the Public Health Ministry. The Public Health Ministry is now examining how patients and doctors are informed about this issue in The Netherlands compared to Belgium; also changes to checks on compliance with the legal conditions under which euthanasia is carried out are also being considered, as are simpler registration forms. Recently there was a forum held by Doctors in Brussels, wherein the doctors admitted that there could be more than thousand deaths annually via euthanasia in very first year of its being legalized, a leading spokesman opined that the practice of euthanasia should be expanded to include teenagers and more disabled people .
Summary
Some argue that persons demanding the permissibility of euthanasia are people who, perhaps because of a serious illness or perhaps for reason unrelated to their illness are extremely depressed and say that they want to die. That these people are no different than others who think of suicide- just that they have medical problems in addition to their emotional or psychological problems. Most persons are victims of frustration, because they find themselves in this whole new world, where they are completely dependent on others and find it impossible to lead any active life for that matter. Suicidologists find that those who speak of suicide or ending their life do so, because they wish to seek attention. But the present argument is not directed towards determining whether persons desiring attention should be given such attention. The present argument prominently concerns itself with the issue, which is linked directly to each one of us. It speaks of the rights of those people who are terminally ill (like the right to decide about life sustaining treatment; and right to respect for autonomy) and have no- where to go or seek, but the Court of Law and Justice, because today's and hopefully tomorrow's world is based and controlled by the rule of law. However the only contribution that the law can make at this juncture is providing a procedural legal framework that would guide the practice of euthanasia (in the best possible way) in serving the interests of the contemporary and future society.
Also, euthanasia and physician assisted suicide are not simply legal issues alone; and by terming them as legal questions, we may be missing the crux of the matter. With everyday discoveries being made in modern science and medicine, new ways to sustain and prolong life are brought about, keeping us alive no matter what. But unless modern science and medicine come up with a miracle cure for age, that would keep us alive and active, more and more people such as those suffering from Aids, Cancer, or patients in Persistent Vegetative State, or patients suffering from motor neurone disease, would rather prefer to exercise the option of euthanasia and physician assisted suicide.
Whilst most of the medical facilities in the United States and that of some of the most developed nations follow the request of the patient in the form of Do Not Resuscitate (DNR) why then is it difficult to allow a person to chose the manner in which he/she dies. Everyday, we make thousands of exceptions both big and small, many even without our knowledge. Perhaps it's time we made one towards our policy for euthanasia in exceptional cases of the terminally ill patients, who wish to die.
Citations
1. Webster's Dictionary (II) New Riverside University pg. 1159
2. Gian Kaur v. State of Punjab (1996) 2 SCC 648
3. P. Rathinam v. Union of India (1994) 3 SCC 394
4. ibid
5. ibid
6. The Prophet - Great Works Of Khalil Gibran
7. Suicide (London 1938), pg. 42
8. Suzanne Fields 'The Washington Times' October 27, 2003
9. Compassion in Dying v. Washington, Filed March 6, (1996) U.S Court of Appeals 9th Circuit Court.
10. Robert Young "Voluntary Euthanasia"- Stanford Encyclopedia of Philosophy. April 18, (1996-a)
11. "Active and Passive Euthanasia" The New England Journal of Medicine, Vol. 292 January 9, 1975, pp. 78-80
12. Robert Young "Voluntary Euthanasia"- Stanford Encyclopedia of Philosophy. April 18, (1996-b)
13. Robert Young "Voluntary Euthanasia"- Stanford Encyclopedia of Philosophy. April 18, (1996-c)
14. Washington v. Glucksberg, 521 U.S 702 (1997
15. Quill v. Vacco, 521 U.S 793 (1997)
16. Death With Dignity Act, 1997
17. New York Times, 29 March 1984
18. Michigan v. Kevorkian, Oakland Circuit Court, 9th June 1990.
19. Cruzan v. Director, MDH, 497 U.S 261 (1990)
20. Compassion in Dying v. Washington, Filed March 6, 1996 (U.S Court of Appeals) 9th Circuit Court.
21. Source: World Magazine February, 1999
22. Euthanasia Laws Bill, 1996 (The Andrew's Bill)
23. Christopher John Wake and Djiniyini Ggondarra v. Northern Territory of Australia (1996) 5 NTLR 170
24. Source: Belgian News November 25, 2003
25. Steven Ertelt 'Livenews.com' Brussels, Belgium December 8, 2003
26. (1987) Cr LJ 549
27. (1994) 3 SCC 394
28. Gian Kaur v. State of Punjab (1996) 2 SCC 648
29. (1994) 3 SCC 394
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Sunday, November 27, 2011
How to Make Your Display Ads More Effective
11 principles that can improve your results from general-display business-to-business advertisements
Where has the salesmanship gone...?
We've analyzed more than 1,300 business-to-business ads published in trade magazines around Australia.
Those ads were compared against 10 tested and generally accepted advertising principles, plus an extra principle we feel applies to B2B ads.....
The principles are explained in this resource, but in brief they are that your ad must -
1. Synchronize reader-gravity with involvement-gravity
2. Have a powerful headline
3. Avoid reducing benefits down to the word 'solution' (our own principle)
4. Employ reader-friendly typographics
5. Get to the point, quickly
6. Deliver enough substance to sell
7. Address "you" the reader
8. Translate features into benefits
9. Ensure claims are not vague but specific
10. Tell the reader what to do next
11. Have a unique selling proposition
These principles are accumulated from the tests and publications of proven advertising practitioners over the last 60 years.
Billions of dollars have been spent discovering them, testing them and proving them right. The findings from our analysis are always staggering...
o Less than 1% one of the ads passed all 11 principles.
o 93% failed more than half the principles.
o Less than 2% adhered to the most critical principle (a good headline).
The most common problem underlying these results is that most businesses are failing to make clear what makes them different and therefore why a prospect should favor them over the competition.
The examples we present, of what to do and not to do are taken from genuine ads reviewed. But the examples of what not to do are adapted, protecting the company from easily being recognized.
Either way, no reproduction or naming occurs. You might recognize your own ad, but others are unlikely to.
Ultimately, this resource arms you with valuable principles for improving your advertising.
Principle #1: The ad must synchronize reader-gravity with involvement-gravity
Your reader's eyes naturally try to start at the top-left of your ad and finish at the bottom-right. This is the physical structure of the English language at work. Every book and newspaper article you've ever read has been printed this way.
It is so habitual that it is entirely unconscious. There is a point of arrival on the page at the top-left, and a terminal anchor on the bottom-right.
The eye resists anti-gravitational directions of upward or leftward.
Occurring at the same time as this gravity is another one.
Your reader will follow the more natural 'involvement' gravity of illustration, then headline, then body copy.
This is the process of scanning and discovery at work... your eyes move from picture to large writing, large writing to small writing.
It follows the best application of AIDA... Awareness - Interest - Desire - Action.
First, your reader is aware of your ad and then they become interested. Then you arouse in them a desire for your product or service, and then you incite action.
With these two gravities at work in your ad, the best overall structure to adopt is one that synchronizes them both. And that means, roughly, placing illustrations or pictures toward the top-left, then the headline underneath, then the body copy, then the call to action.
This works within the customer's preferred reading construct. It avoids conflicts in the physical act of reading that cause the message to be disrupted and your reader to give up before taking in your whole message.
But almost all B2B ads we see are mixing the order of these elements in favor of costly design agendas.
For instance, an ad that places a headline in the middle of the page, and places pictures and copywriting fragments around it, is making it hard for the reader to determine where to start. The first few seconds a reader's eyes come across your company's ad will make or break that ad.
Synchronized reader-gravity and involvement-gravity helps keep them reading your ad longer.
Principle #2: The ad must have a powerful headline
Most B2B ads don't have a proper headline. A headline serves to make a statement or proposition or question that incites the reader to enter your ad's body-copy.
Through testing it's generally established that a headline accounts for up to 80% of the ad's potential for sales-effectiveness.
The four best appeals your headline can capture are: 1. Self interest 2. News value 3. Curiosity 4. Quick and easy benefit
There is no strict rule about long or short headlines, but the ad fails if it doesn't have a headline that makes readers want to know more.
Because many of the ads we review have headlines that are abstract, or just the company name, they will most likely fail to generate the sales they should acquire.
Protecting the companies and brands, since our understanding is that their products and services are perfectly sound, we suggest these are examples of poor headlines we found in our review...
1. "Small in size but large in technology" 2. "The power to provide" 3. "At last there is a solution"
An ad is a 'sales person in print'. It replicates a salesperson.
A company would not ask one of its sales people to deliver any of those headlines as the opening to a conversation.
But unwittingly, those ads did just that.
Some of them could double or triple their effectiveness merely with a better headline.
Consider these 3 examples of better B2B ad headlines...
1. "Congratulations! You've saved by buying a non-genuine part... pity it's cost you the warranty on your ,000 air compressor" 2. "Slash tyre maintenance" 3. "Avoid slip-ups with new Widget Pallet liners"
Principle #3: The ad must avoid reducing benefits down to the word 'solution'
If only we got a dollar every time a company used the word 'solution'...
Some time ago it inferred a kind of holistic, encompassing service. But in the last 10 years it's become so over-used that it hides benefits.
Not all the ads that avoid the word 'solution' are better than those that don't... but the word does put a veil over substance.
Expand 'solution' and you get back that powerful substance.
But, as well-meaning ad agencies and managers continue to contract substance in a search for a short summary, they get 'solution'.
Our advice is to describe specifically what your product or service does and achieves.
If the word 'solution' is already in your slogan or name, expand on it in the headline and educate the readers in the body-copy.
We see great products and services unwittingly reduce their advertising effectiveness... 1. "Ultramodern ventilation and fume solutions"
[headline for portable and fixed industrial fans] 2. "Elastic Solutions" [headline for ad selling conveyor belt accessories] 3. "Permanent marking solutions" [headline for laser marking and stamping machines]
These next examples could well have used the word 'solution', too, but they resisted and instead made the effort to describe tangible benefits...
1. "Rapid spill control" 2. "Seven reasons why you should not buy a laser" [headline for laser cutting services; interestingly, the company's slogan is 'cutting edge solutions' and they resisted using this as their headline] 3. "If you need any type of roller for your machine, here's how you can have your problem solved in one easy call..."
Banish 'solution' from your headlines and only use it in the body-copy of your advertising, after it has been explained in the headline or opening paragraph.
Principle #4: The ad must employ reader-friendly typographics
The act of reading is a complex process, and it's critical that your ad aids and doesn't hinder this process.
It might sound like constraining advice, but for a guide look to the editorial of the host magazine. There are reasons why their paragraph structure, line-spacing, font, and font-size are as you see them.
The easiest fonts to read are 'serifed' fonts. The easiest coloring is black writing on a white background.
The easiest paragraph alignment is left-aligned. The easiest size for the ad's body-copy is between 9-point and 13-point.
Vary from these guides as you wish, for selective emphasis.
But understand that your ad is harder to read if too much copy is 'tarted up'.
Two of the biggest issues we saw in our industrial ads review were in font and contrast...
Serifed fonts are fonts like Times New Roman that have small curls and ticks on each letter. These help make the shape easier to read. We read words by looking at the overall shape of the word, and the serifs help our eyes to do this.
Sanserif (or 'without serif') looks modern but makes quick reading harder.
The contrast between writing and background was the other mistake we saw often. Look at these examples...
Many of the B2B ads we see have these kinds of distracting elements inherent in the 'typographics'... the word-features of the ad.
We don't want to infringe copyrights or reveal names, so we will not reproduce examples to show you.
Instead, we'll ask you a question that was used as the headline of a landmark publication from Colin Wheildon back in 1984... "Are you communicating or just making pretty shapes?"
Principle #5: The ad must get to the point, quickly
The right prioritising of information in your ad is best points first, least-important last.
Only if the previous words were interesting will the following words be read.
So your advertisement must deliver the most powerful selling points, first, in order to continue keeping the reader, to hold them to receive other relevant messages and the call-to-action. The reasoning is simple... time is precious when a reader is browsing.
Clever copy or affected wordsmithing delay and dilute your sales message.
Yet a lot of B2B ads we see waste the precious first lines of their ad on boastfulness or cleverness before they deliver the solid value that their product or service no doubt offers... Take these examples, slightly altered...
1. "The road to enterprise maturity is often fraught with delicate moments and hesitation. However, you need not endure such moments in this challenging period. At Company we offer a diverse range of products and solutions to ensure your company's growth is as safe as it is quick" [Opening paragraph, selling software] 2. "Once in a while a service comes along that sets new benchmarks in value, function, performance and style. This time it is from Company" 3. "If you refuse to make do with 'close enough is good enough', you will learn that only Brand's truly complete range of widgets covers all aspects of your needs"
But this is an example of getting to the point quickly...
"Now there's no need to weld on extensive end-plates to close off larger heavy wall open tube ends. Company stock a wide range of caps and inserts to do the job at a fraction of the cost!"
Your advertising works best if it gets to the point.
Principle #6: The ad must deliver enough substance to sell
Your ad is like a salesperson, so it must deliver as many relevant messages as possible, provided they do not cloud each other.
A short ad that says little of substance may save in ad space but probably at the expense of a powerful selling message.
A longer ad that conveys the right messages can out-perform the shorter ad that says little. A lot of B2B companies seem afraid of 'long copy', or long wordy ads. But so long as those words are delivering value, free of any fat, they'll be read by the right people. Who cares about boring the wrong people? They weren't going to buy from you anyway.
Want proof long copy is safe? You're still reading this marketing resource after six pages, and don't for a minute think we're not selling something to you.
We often see good products and services under-sold by copy that is composed of just a handful of words...
1. "Widget temperature exchangers. Bindless gasket technology" 2. "Great quality. Customer Service. Side channel widgets. Call us for a brochure." 3. "Superior Quality! Exceptional Value! The smart widget from down under"
Examples of adequate detail include... 1. "You can buy small quantities, because our factory is set up to do any size job, or... You can buy in bulk and receive useful discounts... either way you win" [Two of a dozen separate points the ad makes in a strip ad of about 250 words] 2. "Why is the Brand different to other VSD compressors in the market? It does not need to unload and will give you air from the moment it starts to the moment it stops." [This ad put some effort into covering good points]
Principle #7: The ad must address "you" the reader
Ads that speak in 'you' language are more readable, deliver benefits better, and convey the sales message personally.
Ads that don't will seem self-serving, not speaking with the reader's interest in mind.
Most ads we see speak about 'us' the company or 'it' the product. They fail to address 'you' the reader.
We all know this, yet our ads fail to apply it... Our reader cares about what we can do for them. 'You' has been proven to be the most commonly used word in the most successful headlines. The next 4 were 'your', 'how', 'new', and 'who'.
These are slightly altered examples of good products whose advertising fails to address the reader... 1. "Company leads the globe in protecting hands, with an innovative array of products and solutions for all types of industrial needs..." [The word 'you' is not used until the fourth paragraph] 2. "The Company Brand is constructed to be more efficient than any multistage centrifugal widget ever made. Through decades, we have lifted the performance of the Brand widgets in order to meet the needs of modern industry. We improved it for 30 years..." [This ad has not one instance of 'you' in its material]
These examples illustrate how B2B advertising can, in fact, address the reader... 1. "If you handle granules then you need Company, the bucket elevator specialists" 2. "You can use our service anywhere you are located... we'll organize freight anywhere." [This ad had 21 uses of 'you' or 'your', and out of 13 paragraphs only one didn't have one of these words in it]
It's difficult to have too many 'you' words in your ad.
Principle #8: The ad must translate features into benefits
Features are static properties and they have no intrinsic value. For instance, "The door is blue". A benefit is a gain to someone. For instance, "It complements the carpet".
Benefits are the language of customers, even when they come with complex specifications and seem to be feature-literate.
But as an advertiser you cannot rely on your reader to make the mental exercise in translating features into benefits. It's the job of your ad to do that.
Sales training insists sales people use joining phrases like "so that you can" in their dialogue with prospects.
"Our glove has double the thickness of standard linings so that you can protect your hands from the heat".
Your ad must do the same. It doesn't have to use cumbersome translators, but the translation must still occur.
Most ads we see fail to translate features into benefits and fail to tell the reader what they'll gain. These ads undersell their product or service.
For example, read these extracts of feature-only B2B advertising of what are probably great products with great benefits...
1. "Self adjusting. Sealed widgets. Single, double working piston design. Purchasable as a completely enclosed or open unit" 2. "Widget offers maximum adaptability from -50o C to +105o C" 3. "Run superior control and signal processing"
Compare them with these extracts that do a great job of translating features into benefits... 1. "Excellent adhesion: will not run or drip" 2. "By loading and unloading your containers, you achieve a much faster "turn-around" time of the delivery truck/trailer" 3. "The equivalent of 5 steel drums, yet only the area of 4, reducing freight and storage costs"
We argue that 'brand awareness' is not enough for your ad to achieve.
Your market must instead be aware of your key selling message, and the benefits of buying your product or service.
Principle #9: The ad must ensure claims are not vague but specific
Vague claims are common in the ads we see. But vague claims make little sales impact. They imply looseness of fact, or at worst mild deceit. Being specific implies the facts are true, the claims are real, the outcomes measurable.
If your product achieves 23% more reduction in downtime, your ad should be specific in its claim.
If no specifics are known off-hand, you or your agency should encourage tests to discover specifics, or seek case studies and examples from customers.
Heinz is well known in marketing circles as having had over 60 products when it claimed "57 varieties" in its advertising. But such was Heinz' understanding of the power of specifics that they under-represented the truth in favor of a lesser but specific number.
A point to note is that the best specifics relate to benefits. Specifics that relate to features of your product or service, like measurements, are not necessarily powerful.
We see examples of poor specificity in B2B advertising all the time... they undersell good products... 1. "The new motor solution from Company, the Brand is very cost effective, compressed and the quietest motor in its class" 2. "New array of measuring products. Small size - big performance" 3. "Less energy, more profit"
Compare against these claims which are specific... 1. "92.86% experienced a reduction in the cost of recruitment..." 2. "The amazing Brand mixes 18-360 times faster than other drill driven mixers" 3. "...turn liquid waste into a solid cake, reducing volumes by up to 90%"
Which are you inclined to believe more?
Principle #10: The ad must tell the reader what to do next
The in-person sales process requires a 'closing pitch' when the needs of your buyer have been understood, confirmed and addressed.
Your advertising requires the same explicit hand-holding to guide your reader to the action you need from them.
A long ad probably gives you space to describe in detail what the next steps are, why, and what the reader can expect. But even a short ad can provide a clear contact detail and ask the reader explicitly to use it.
An ad that asks for the sale is a sales person. An ad that doesn't may be wasted.
Most B2B ads we see fail to explicitly tell the reader what to do in order to buy what could well be a great product or service...
For instance... 1. "Call toll free 1800 zzz zzz" [Obscured below the logo at bottom of page] 2. "Company http://www.company.com.au 9999 9999" [Listing in block format at bottom of page] 3. "Company email@company.com.au tel 9999 9999" [Placed along the bottom of a graphic, in 6-point size]
But these examples show how to ask for the sale... 1. "Phone now on 9999 9999 for a condensed catalogue of the full range of Company materials handling equipment." 2. "Registration on the database is free. Register your details now at http://www.company.com.au" 3. "To obtain your complimentary copy or to make an appointment for Company to present the findings of the paper to you, call 9999 9999 or email@company.com.au"
After your company's ad has educated your reader it should tell them what to do next.
Your readers are silently begging to be led. Your ad must lead them.
Principle #11: The ad must have a unique selling proposition (USP)
A good ad makes a clear proposition. A good proposition is aimed at selling. And the best such selling proposition is unique.
A USP is best used in place of a conventional slogan, or as your headline, or both.
It's a powerful and under-utilized concept in and out of fashion since it was first identified by Rosser Reeves, an advertising executive from the 1960s.
Three famous examples...
Domino's Pizza - Fast-Food Delivery
"Delivered hot to you in 30 minutes or it's free" M&Ms - Confectionery
"Melts in your mouth and not in your hands" Fedex - Logistics
"When it absolutely positively has to be
there overnight"
These are more powerful than slogans. They promise something tangible.
A USP is virtually unseen in the world of B2B ads despite the strength having one brings to a marketing strategy and the advertising that expresses it.
Many B2B advertisers are large corporates, in the middle of a marketing strategy or controlled from overseas.
Going through the process of deriving a USP may seem difficult for them.
But it is well worth doing. Even if it's just to position a particular product better. Ask us how it's done.
These examples show good products and services undersold by modest slogans... 1. "Constantly on the move" 2. "Inventiveness in interface" 3. "Creating opportunity for business"
Here is a rare treat... just one example of a potential USP, hidden in a graphic in its ad... 1. "Service to service without downtime" [for compressed air and cooling solutions, but the advertiser didn't feature this in place of its slogan... in our view, that would have been a winning move]
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Wednesday, November 9, 2011
How to Have Lucid Dreams
What are Lucid Dreams?
Lucid dreaming means dreaming while you know that you are dreaming, and when you know you are dreaming within a dream you can also alter the dream course, with practice you can also develop full control over your dreams. You will be able to create anything the mind can imagine, change the environment even change your own appearance, have a chat with Abraham Lincoln or fly to the Grand Canyon.
The earliest recorded lucid dreams date back to the fifth century, the record came from a written letter by St. Augustine in 415 A.D. Another well-known recorded example of lucid dreaming came from eight century Tibetan Buddhists in the Tibetan Book of the Dead. The Buddhists wrote of a form of yoga designed to maintain full waking consciousness while in the dream state. This ancient documentation of dreams is said to be more advanced than the knowledge we posses today.
People have been having lucid dreams for as long as the human mind has been dreaming. The first known use of the actual term "lucid dreaming" was by Frederik van Eeden in his work "A Study of Dreams" which was published in the Proceedings of the Society for Psychical Research in 1913. (Van Eeden also wrote the novel The Bride of Dreams). Since then the term has become part of our mainstream.
Steps to Lucid Dreaming
"I don't dream", have you ever heard someone say this? Or have you even said this yourself? It is not a true statement, everybody dreams nightly, but some people do not remember their dreams. The first step in learning to have lucid dreams, is have the desire to want to remember your dreams. Now before going to bed, have a clear mind, tell yourself that "I will remember my dream when I wake up". This is a proven and effective way to help dream recall. Having a cluttered mind or worries can distract you from remembering your dream in the morning.
Have a regular sleep schedule, try and get a routine going with a consistent bedtime and wake up time, this will also aid you in your dream recollection. Avoid alcohol consumption or taking medication before going to bed. These things may hinder you from remembering your dreams.
Diet also plays a big part in dream recall, fatty foods or just eating right before you go to bed will task your body with digesting food instead of getting the rest your body needs and will divert your bodily resources from the brain. The most important step in recalling your dreams is to keep a dream journal. Keep a pencil and a notebook or tape recorder next to your bed so that it will be within reach as soon as you wake up. You want to make the task of recording your dreams as easy as possible. Having a small lamp by your bed will help if you wake up from a dream in the middle of the night and need to record it.
Do not get out of bed immediately when you wake up, lay there in your bed keeping your eyes closed and move as little as possible. Wake up slowly and stay relaxed, hold on to your feelings you have and let your mind wander to the images of what you have just dreamed, write down as many details as possible about your dream, do not judge the content, just record it, so later you can go back and evaluate it when you are more aware. Talking to people about your dreams to friends or participating in some on-line forums will also help dream recall.
How to Have a Lucid Dream
Once you get your dream journal going and are able to recall at least two dreams a night then you can start the steps to having a lucid dream. There are many ways to key yourself to the fact that you are dreaming but I will discuss a couple of the easiest for beginners. First there is Reality Testing (RT). How reality testing is done, is you ask yourself "Am I dreaming?" Finding that out in a dream is not always the easiest thing to do, but is usually quite obvious if you are dreaming or not. If you find yourself in an unfamiliar place, or doing something or seeing something that will not likely happen in reality, you will know that you are dreaming. Now if you are in your bed or in your own house, then you can try looking at something like a clock or reading a book or something, look away, then look back and see if the time is the same or the words you read are the same. Try changing the color of something just by thinking about it. Ask yourself this question "Am I dreaming?" several times during the day, then you will be more apt to ask yourself this in a dream.
The second way to realize that you are dreaming in a dream is to recognize a Dreamsign. When your recognize this dreamsign you will realize that you are dreaming. (ie. A pink elephant, meeting deceased people, or magically flying.) By keeping a dream journal and going back and finding things that are common in your dreams, you can choose a dreamsign that is unique to you. So when you see your dreamsign you will realize your experience as a dream, and can then further the experiments or work you would like to do in your dream.
Upon becoming Lucid
The biggest problem upon becoming lucid for newbies is that once they realize they are dreaming, they get so excited that it wakes them from their dream. Actually experienced lucid dreamers can have this problem also. There are different ways to extend your dreams, if your dream shows signs of ending some people have claimed success by spinning to help the dream come back, in other words making their dream self start to spin like an ice skater, and remind yourself the next scene will be a dream, to ensure you are still dreaming do a RT. Sometimes just running, or jumping can prolong your dream. Once you become proficient in achieving a Lucid Dream state, and are able to maintain this state to some degree, the next step will be controlling your dreams.
Controlling your Dream
Now the fun part! Once you are lucid dreaming the world is yours, anything you can imagine can happen in your dream. Have you ever wanted to be a superhero? Be able to turn invisible, to live as a millionaire, to sail around the world. The thing that I personally have had experience with is flying in my dream, the first time you accomplish flight in your dream you will have the most amazing sense of freedom that you have ever felt. Just think about it, if you could fly like a bird, the wind in your hair, the freedom to go anywhere, well you get the picture. People have used the experiences in their lucid dreams to improve their waking lives also, for instance, playing the piano better, improving at ice skating, or business success, some people even claim to have religious experiences.
Science has only just begun to examine the process of lucid dreaming. Some researchers view it as an evolutionary development of mankind and our consciousness expanding. Whether we are evolving or have always had this ability, we certainly are not taking advantage of all it has to offer. If we could become more disciplined with our dream work we would have many more options in which to learn and grow.
Friday, October 21, 2011
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Thursday, September 29, 2011
First Act FIRE ORANGE Light Up Drum Set WITH SOUND ACTIVATED LIGHT EFFECTS
!±8± First Act FIRE ORANGE Light Up Drum Set WITH SOUND ACTIVATED LIGHT EFFECTS
Product DescriptionFantastic flames! Designer series drums with sound activated light-up effects that sparkle when you play. All First Act Discovery drum sets feature wooden shells and our patented single dual-lug design for truer tone, California foot pedal, and our exclusive Color & Shape Learning Guide, written by a professional music educator, so kids can get started playing right away! Includes drumsticks, pedal, and tuning key.First Act is a lifestyle music brand enriching people's lives through all things musical. They create innovative, high-quality musical products with the end user in mind, designed to stimulate, entertain, and inspire.
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Monday, September 26, 2011
First Act MD802 Digital Drum Set
!±8±First Act MD802 Digital Drum Set
Brand : First ActRate :
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Post Date : Sep 26, 2011 16:50:14
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Whether you're a beginner waiting to pound your first skin or a professional musician looking for a new sound, the First Act MD802 digital drum set meets your needs with gusto. Each of the nine trigger inputs on the touch-sensitive drum pads and cymbals produces a true response, delivering a genuine drum sound or a strikingly original effect from among the 389 digital voices. The set also includes 20 preset drum kits, 10 user kits, and 50 preset songs from which to choose. Unlike some digital setups, the MD802 simulates the actual drum experience, with large striking surfaces, real drumheads, and well-designed cymbal pads that deliver a natural feel and response. Meanwhile, the set's bass drum pedal and hi-hat trigger pedal also sound and feel like the real deal. The entire MIDI-compatible setup is controlled through the digital sound module, which includes both an easy-to-read LCD display and data wheel programming.
The set is housed on a durable and lightweight aluminum frame with a Roto-Lock adjustable clamp system. The frame is easy to install and position, while also breaking down quickly for carrying to another room or a friend's house. In addition, the set includes an "easy path" cable harness with color-coded jacks to minimize confusion during setup. As with all First Act music products, the MD802 carries a two-year warranty against defects.
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Wednesday, September 21, 2011
First Act Discovery 4-Pc. Drum Set - Toys R Us Exclusive
!±8± First Act Discovery 4-Pc. Drum Set - Toys R Us Exclusive
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| Price : | Post Date : Sep 21, 2011 18:36:01Usually ships in 1-2 business days
Budding drummers love this drum set. They can hit, crash, and roll on a set designed just for them. All First Act Discovery drum sets feature wooden shells and patented single dual-lug design for truer tone, and First Act's proprietary California foot pedal. First Act's exclusive Color & Shape Learning Guide, written by a professional music educator, lets kids get started playing right away!
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