Signaling Criteria and a Marketing Mistake

Here's a line from Law and Order, Criminal Intent that every marketer should memorize. DA Arthur Branch, about to sign an arrest warrant for a judge in a high-profile case: "It's not enough to do good; you gotta be seen doing good."

Porter Power

And that's the essence of signaling criteria.

Porter Power

In his classic Competitive Advantage Michael Porter mentions two types of buyer criteria:

use criteria = what the product does for the buyer signaling criteria = how the buyer thinks or feels about what the product does for the buyer

Many marketers think their job ends at providing effective signaling criteria. We say: "Hey, I've told a great story, I've produced a super TV spot, my click-through rates are fantastic--I've done my job."

And by one measure, you have. If you are hired to write a great ad and nothing else, then yes you've certainly done the client right. But if you own a small business, or if you are in charge of company-wide marketing, or if you own an agency that wants to keep an account for years, then you better quickly learn to pay attention to use criteria.

Because, as Porter so accurately point out, a company can make an OK product and create superior marketing communications and best a company that turns out a superior product but fails to let the customer know how great the product really is.

For a while.

But eventually a competitor with "so-so" advertising but better products usually catches up with the advertising leader. The advertising message is forgotten, and the user is stuck with the product. And the product, unless it is really fantastic, doesn't speak for itself. And if there's a better competitive product out there, the customer is going to find it eventually.

And Porter wrote this in the 80s, before instant internet product reviews were available.

What's the smart marketer to do?

Keep signaling--after the sale.

Signaling Criteria and a Marketing Mistake
Porter Power

47 Inch Hdtv Important Vitamins

Solar Power Home Improvement - Prepare Your House First

Despite the fact that fuels used by many power companies are falling in price, along with most commodities in the current market, many communities are experiencing rising electric prices as fuel costs were negotiated during the peak fuel price period of this past summer. My local power company has recently asked for a major rate hike (greater than 25%), and was approved for a three-year rate hike plan with 10.2 percent of the rate hike to apply this year, a likely 10 percent rate hike the second year, and the balance applying in the third year. However, as a result of the current economic situation, the Emergency Economic Stabilization Act of 2008 was signed into law on October 3, 2008. Part of this Act contained provisions for extending the renewable energy tax credits, a tax credit of 30 percent of the cost of a solar energy system, up to ,000 (the cap disappears for systems placed in service after January 1, 2009).

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With the tax credits extended, effectively reducing the cost of renewable energy systems, and the cost of energy expected to rise strongly, this is a very good time to invest in a solar power system for your house. Especially since many states allow residential power generators to "roll back" their power meters, effectively selling back to the electric company, often at a higher rate than the residential customer would pay for power obtained from the electric company, power that they generate but do not use on site.

Porter Power

However, before you rush out to get a system, there are a few things to consider first: the suitability of your site for solar power production, solar panel system selection, power inverter selection, financing, warranties,...

Let's assume that you have determined that your site has enough sunlight available throughout the year to make a solar power system useful. Even with the tax credit, a solar power system is still a large investment. To reduce the cost of your system and to shorten the time that it takes to pay for itself in energy bill savings, consider some more traditional home improvements first. The largest use of energy in the home is climate control, especially in regions with hot summers, cold winters, or both. Any energy usage that can be eliminated before installing a solar power system can lead to a significantly smaller and less costly solar system, which returns its investment much more rapidly.

Three areas that can help reduce power demand considerably are: sealing air gaps in the attic and along walls; adding insulation; and replacing old windows and/or doors with new, energy-saving units. Depending on the particulars of the house, any one of these may be the largest cause of high energy usage, so it's difficult to determine which to start with, although since sealing air gaps requires physical access to the attic floor, this is usually best done prior to adding insulation. Many electric companies offer free or low-cost energy audits to help home owners determine their current power usage causes and potential corrective actions.

Both insulation addition and window and door replacement are also eligible for a tax credit (if they are placed in service after January 1, 2009). For windows and doors, the tax credit is 10 percent of the cost of all Energy Star compliant windows and doors (excluding installation), up to 0. For insulation, the tax credit is 10% of the cost of insulation (must meet 2000 International Energy Conservation Code and excludes cost of installation), up to 0. However, a cap of 0 tax credit is imposed for those upgrading both insulation and windows and doors (the 0 cap does not apply to the solar power system). These are just the federal tax incentives, there may be state or local incentives, as well.

Some of the new windows on the market can save a substantial amount of energy over previous designs, incorporating insulating frame materials, multiple glass panes, low-emissivity glass, spaces between the panes filled with an insulating gas instead of air, and spacers between the panes of glass to keep them from moving closer over time and reducing their insulating efficiency.

A typical cost for a solar power system (including inverters, panels, support hardware and excluding batteries for those that use them, inspections, power meters required by the electric company, etc.) is per watt. If your home improvements reduce your electricity usage from 400 kilowatt-hours per month to 300 kilowatt-hours per month, you can save up to ,000 ( per watt, not kilowatt-hour) on the price of a solar power system to provide full power replacement for your home.

Solar Power Home Improvement - Prepare Your House First
Porter Power

Black Friday Porter-Cable 78121 Dry Filter Bags for 7812 Power Tool Triggered Vacuum (3-Pack) 2011 Deals

Nov 22, 2011 17:19:41

Black Friday Porter-Cable 78121 Dry Filter Bags for 7812 Power Tool Triggered Vacuum (3-Pack) Deals
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Porter-Cable 78121 Dry Filter Bags for 7812 Power Tool Triggered Vacuum (3-Pack)

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Black Friday Porter-Cable 78121 Dry Filter Bags for 7812 Power Tool Triggered Vacuum (3-Pack) Feature

  • 3 per pack - For Model 7812
  • Made of heavy-duty, ultra-strong paper
  • Holds up to 10 gallons
  • Weighs 11.2 ounces (shipped)
  • Can be immediately sealed after removal to prevent spills and messes


Black Friday Porter-Cable 78121 Dry Filter Bags for 7812 Power Tool Triggered Vacuum (3-Pack) Overview

Made of heavy-duty, ultra-strong paper that stands up to wear and tear, these filter bags are compatible with the Porter-Cable 7812 five-gallon wet/dry vacuum. The two-ply design guards against rips, while the 10-gallon size means less bag changes. Another plus is that these bags can be immediately sealed as soon as you remove it from the vacuum, helping to prevent spills or messes, and making clean-up a snap.



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Panasonic Projector Bulbs Logitech Receiver 12 Volt Cordless Drill

Porter-Cable FN250C 1-Inch to 2-1/2-Inch 16-Gauge Finish Nailer

Black Friday Porter-Cable FN250C 1-Inch to 2-1/2-Inch 16-Gauge Finish Nailer 2011 Deals

Nov 21, 2011 18:17:35

Black Friday Porter-Cable FN250C 1-Inch to 2-1/2-Inch 16-Gauge Finish Nailer Deals
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Porter-Cable FN250C 1-Inch to 2-1/2-Inch 16-Gauge Finish Nailer

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Black Friday Porter-Cable FN250C 1-Inch to 2-1/2-Inch 16-Gauge Finish Nailer Feature

  • Maintenance-free motor designed to deliver long life
  • Internal piston catch for consistent max power on every shot
  • Tool-free depth-of-drive adjustment with detents for proper setting of nail heads
  • Drives 16 ga. FN style finish nails from 1-inch to 2-1/2-inch length; Tool-free jam release mechanism for easy nail removal
  • Included with nailer: 1,000 16-guage 2-inch finish nails, 1/4-inch fitting, safety glasses, and carrying case


Black Friday Porter-Cable FN250C 1-Inch to 2-1/2-Inch 16-Gauge Finish Nailer Overview

The Porter-Cable FN250C 1-to-2-1/2-inch 16-gauge Finish Nailer comes with a maintenance-free motor for added reliability and long tool life. With the ability to drive 16-guage "FN" style finish nails from 1 to 2-1/2 inches long, this brad nailer features an internal piston catch for consistent maximum power on every shot and a rear exhaust to keep contaminates away from work. Also included is a tool-free depth-of-drive adjustment with detents for proper setting of nail heads, tool-free jam release mechanism for easy nail removal, and a sequential style trigger with a lock off switch. Other features include a contact safety located behind the driver guide for better visibility, an adjustable belt hook, an integrated rubber grip for improved comfort, and a low nail reload indicator. With a 100-nail magazine (which can be loaded rear load and lock style), this nailer's sequential style trigger with lock off switch operates at 70-to-120 PSI for added versatility. Its strong and lightweight die-cast aluminum body Measures 10.6 x 11.8 inches and weighs 3.85 pounds.



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Porter-Cable PC3019 Oscillating Plunge Cut Blade Assortment

Black Friday Porter-Cable PC3019 Oscillating Plunge Cut Blade Assortment 2011 Deals

Nov 20, 2011 16:11:31

Black Friday Porter-Cable PC3019 Oscillating Plunge Cut Blade Assortment Deals
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Porter-Cable PC3019 Oscillating Plunge Cut Blade Assortment

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Black Friday Porter-Cable PC3019 Oscillating Plunge Cut Blade Assortment Feature

  • Includes PC3010, PC3011, PC3012 for precision plunge cutting, finer plunging of detailed work and for use with nail embedded wood
  • Nickel plated coating prevents discoloration of cut material
  • Tool free fitment allows users to change accessories quick


Black Friday Porter-Cable PC3019 Oscillating Plunge Cut Blade Assortment Overview

Includes PC3010 (Precision Plunge Cut), PC3011 (Plunge Cut), and PC3012 (bimetal Precision Plunge Cut) blades for precision plunge cutting, finer plunging of detailed work and for use with nail embedded wood. Cuts multiple materials such as wood, metal, PVC, and drywall. Nickel plated coating prevents discoloration of cut material. Tool free fitment allows users to change accessories quickly. For use with Black & Decker Porter Cable electric oscillating multi tool, model
No. PC250MT (SKU 364206) and Porter Cable cordless oscillating multi tool, model
No. PCL120MT (SKU 364199).



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Charlotte Fielden, One Dynamic Canadian Writer!

This dynamic Canadian prolific Author and Playwright, Charlotte Fielden is a mutli-award winner. Bragable is her Curriculum Vitae as; a founding member of both The Writers' Union of Canada and the Playwrights Guild of Canada, founding member and co-artistic director of the Melanie Theatre in Montreal, Quebec, actress and co-founder and producer of Fielden Productions Film Co. in Montreal, Quebec, written for stage, television, radio, and film, various anthologies and literary reviews and retired Psychotherapist. Born and current resident of Toronto, Ontario, Charlotte has lived in Paris, Montreal, and North Carolina.

Porter Power

"Saving Angel" is a magical turn of the century story that flows with the youthful 'Angel Shiner' as the intriguing main character along with Madame Blavatsky, the Irish poet WB Yeats, and scholar Denis Saurat. Angel's obvious visionary and benevolent otherworldly nature, have her confined in a mental asylum. The three notable historical figures are brought together to convene with a board of psychiatrists in order to determine Angel's fate.

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Within this seemingly simple plot, we participate in an age old debate of spiritual psychology, religion, dogma and philosophy via the clinical and secular perspective of her Doctors. On a higher level, Angel's abilities represent the Divine aspirations within all philosophical modalities.

As Matriarch Chair, Blavatsky demonstrates spiritual phenomena with calm and grace that some might consider miraculous without directly referencing her leanings toward Theosophy. Saving Angel is a wonderful flowing soul read. Angel's transcendent vision, abilities and plight is our timeless story that lives within us all.

The Wolves of Positano is an intriguing mystery vacation novel transports you to Italy on the Amalfi Coast in the summer of 1966. A crime casts a lingering pall over the beautiful tourist area and the engaging characters and ensuing investigation become entangled in a mystifying web of intrigue and lies. The making of a film that parallels the main plot adds another dimension to the story and keeps you in suspense until the last frame. A sequel entitled 'Earwigs' is in the works.

'Fragrance Of Thyme', Poetry collection is a brilliant gathering of divinely inspired praise for the magic in life, prolific writer and playwright Charlotte Fielden ignites ones soul. One is drawn into participation of the natural world of insight, reverence and wonder. This collection playfully draws ones soul from normal simple mindful observer of gifted prose, to eloquently striking the power of higher sight from within. One is inspired to ponder the nature of our beingness within and beyond the world known. Watch for her latest; 'Beads On A String', target release late spring 2011.

A sampling of Charlotte's other published works are; 'Crying As She Ran'; first of the Weil Trilogy, 'One Crowded Hour' first prize in Women's National Playwriting Competition, 'Palantine Hill', 'Messages Like Memories' sequel to Crying as she Ran, and 'An Age Without A Name ' sequel to Messages Like Memories. In Progress is a musical; 'Me & New Orleans/Storyville'.

Reviewed by, Jan Porter - http://www.inspiredsoulworks.com

Charlotte Fielden, One Dynamic Canadian Writer!
Porter Power

Black Friday Porter-Cable PC180DK-2 18-Volt NiCd Drill/Driver Kit 2011 Deals

Nov 19, 2011 15:07:08

Black Friday Porter-Cable PC180DK-2 18-Volt NiCd Drill/Driver Kit Deals
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Porter-Cable PC180DK-2 18-Volt NiCd Drill/Driver Kit

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Black Friday Porter-Cable PC180DK-2 18-Volt NiCd Drill/Driver Kit Feature

  • High torque motor and gearbox
  • 1/2-inch metal single sleeve chuck
  • 2 speed gear box (0-to-350 RPM and 0-to-1,400 RPM)
  • Generates 440 in-lbs of max torque for tough applications
  • Included two PC18B NiCd batteries, NiCd fast charger, double ended bit tip, kit box


Black Friday Porter-Cable PC180DK-2 18-Volt NiCd Drill/Driver Kit Overview

The Porter-Cable 18V drill/driver kit includes a high-torque motor and gear box and generates 440 in. lb. of maximum torque for tough applications. A 1/2-inch metal single sleeve chuck offers excellent bit retention and durability and a 2 position gear box offers flexibility for high speed drilling and driving and low speed for high torque applications. The 32 position clutch with micro adjust torque is great for driving various size screws. It includes 2 (model No. PC18B) batteries, charger, double ended screwdriving bit, and kit box and comes with a 3 year warranty.

Black Friday Porter-Cable PC180DK-2 18-Volt NiCd Drill/Driver Kit Specifications

Ideal for tough applications, the Porter-Cable PC180DK-2 18-volt cordless NiCad drill/driver kit features a high torque motor and gearbox capable of 440 inch-pounds of max torque. Other features include a 1/2-inch metal single sleeve chuck for excellent bit retention and durability and a 2-position gear box for high speed drilling and driving and low speed high-torque applications (0-to-350 rpm and 0-to-1,400 rpm). Its 32-position clutch with micro-adjust gives consistent torque control for driving various size screws and an integrated LED light illuminates hard to see work areas. This drill/driver measures nine inches long and weighs 5.1 pounds. This kit comes with two PC 18-volt NiCad batteries for extended run time for larger projects, a fast charger that charges batteries in under an hour, a double ended bit tip, and a kit box.

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Digital Video Projector Protein Creatine

Ab Exercises For Women - the Most Effective Way to Tone Up Your Tummy at Home

Most women desire to have a toned flat stomach and are willing to work hard to get it. Many adhere to the myth that ab exercises for women will actually burn the belly fat off of the abdominals by isolating them as a muscle group. This is not the best approach for abdominal exercises. For women with stubborn fat around the tummy the best approach is to use exercises that challenge the entire body as a whole in order to stimulate the metabolism to burn more fat. This can be done at home and you may be surprised how thorough of a workout you can get when you choose the best ab exercises to give you more bang for your buck.

Porter Power

The first thing you should know is that ab exercises for women are about the same as what men do. Some of the most effective abdominal workouts may require a little upper body strength which is why you see many men doing these but challenging yourself to do these movements you will reap the benefit of toning your entire body and burning more calories which of course leads to more fat being burned.

Porter Power

Home Ab Exercise Equipment

It is possibly to equip yourself with just 2 pieces of very inexpensive equipment that will give you the versatility to work your abs from all angles and give yourself a thorough overall workout. I can't stress enough how doing more challenging exercises that require many supporting and stabilizing muscles will give you much quicker and visible results.

The first really effective piece of equipment that women can use for ab exercises is an ab wheel or "Power Wheel". A standard ab wheel that you may have seen in a gym is basically just a small wheel with a bar going through it so that you can roll yourself forward and backwards while on your knees. This is an exercise for abs that is so much more effective than crunches that you will notice the difference after just a few sets. See how your stomach feels the next day and how deep the soreness in your muscles is and over a much greater area.

The Power Wheel takes it a step further and has a place for your feet on the handles so that you can roll with your feet working the lower abs and hip flexors very intensely. This ab exercise is tough to duplicate any other way for effectiveness and results. In all cases you are supporting your upper body with your chest, shoulders, and triceps giving an extra kick for overall muscle toning and fat loss.

The second piece of equipment is the very basic stability ball or "swiss ball". You have probably seen people doing crunches on these or even wall squats. Once again the ab exercises for women that can be done are endless. One of the most difficult are variations of the pike to work the lower abdominals. Women can use a swiss ball after pregnancy to work slowly from easy exercises all the way to advanced level ab exercises toning your tummy up and regaining your tight figure. These come in all colors and sizes and don't cost more than to so it is an investment well spent considering the endless home workout possibilities.

Ab Exercises for Women Show Results Quicker with Proper Nutrition

It also must be noted that the visibilty of the abs is really about the amount of belly fat covering them. A great exercise routine coupled with a solid nutrition program will work synergistically to give actual visible results much quicker.

Ab Exercises For Women - the Most Effective Way to Tone Up Your Tummy at Home
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Logitech Harmony One Cosco Lightweight Stroller

Porter-Cable 7800 4.7 Amp Drywall Sander with 13-Foot Hose

Black Friday Porter-Cable 7800 4.7 Amp Drywall Sander with 13-Foot Hose 2011 Deals

Nov 17, 2011 22:23:08

Black Friday Porter-Cable 7800 4.7 Amp Drywall Sander with 13-Foot Hose Deals
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Porter-Cable 7800 4.7 Amp Drywall Sander with 13-Foot Hose

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Black Friday Porter-Cable 7800 4.7 Amp Drywall Sander with 13-Foot Hose Feature

  • Lightweight drywall sander with variable speeds ranging from 1400 to 2000 RPM
  • 13-foot vacuum hose that dissipates static
  • Lightweight, 8.5-pound body for easy handling
  • Hook-and-loop straps for easy mounting and handling
  • Includes sanding pad, 13-foot vacuum hose, hook-and-loop straps, and instruction manual


Black Friday Porter-Cable 7800 4.7 Amp Drywall Sander with 13-Foot Hose Overview

Porter-Cable's drywall sander is currently the only one of its kind. While this may have momentarily eliminated competitive pressure, Porter-Cable still put together a high-quality tool. Long enough to sand 10-foot ceilings from the ground, lightweight (8 pounds), and able to suck up the vast majority of the fine, potentially harmful dust with an attachable vacuum, this drywall sander impressed us right away. Drywall contractors all over are excited about this new tool. The 1-1/4-inch vacuum hose is 13 feet long, so a person can cover a lot of ground without having the move the vacuum. Simply put, this sander saves a tremendous amount of time (and countless muscle aches), while employing the same great sanding technology featured on other sanders made by Porter-Cable. It easily sands three times faster than hand-sanding--maybe even four times faster. And the end result is a large, smooth, uniform surface. Porter-Cable's done good with this sander--we predict everyone on the job site will agree. --Michael Shilling

Black Friday Porter-Cable 7800 4.7 Amp Drywall Sander with 13-Foot Hose Specifications

Porter Cable's Drywall Sander is an innovative sanding tool that provides 4.7 Amps of sanding power in a lightweight, 8.5-pound body. This variable speed sander provides a range of 1400 to 2000 RPM and features a long, 13-foot static-dissipating vacuum hose to remove potentially harmful dust. This durable sander also features hook-and-loop straps for easy handling or attachment to an external vacuum.

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Scag Mowers