Author Archives: Maria Langer

Facebook Ads

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A more targeted approach to advertising?

The other day I discovered Facebook ads.

Let me take a few steps back before I move forward.

I have a Facebook account. I even have 50+ friends on that account. But I don’t use Facebook. Frankly, I feel that I have far better ways to spend my time than “writing on walls” of my friends, playing online games, and browsing a social networking site for social interaction.

The only reason I ever go to Facebook is to respond to friend requests. If I personally know the requesters or interact with them on Twitter, I accept the request. Otherwise, I ignore it. I also ignore invitations to most groups. After all, if I’m not there, why join a group?

Every once in a while, I come really close to killing my Facebook account. Then I figure, what the heck? It doesn’t cost anything and I have most of the notifications turned off so it doesn’t even bother me much.

But the other day, when I was on Facebook responding to a request from someone I don’t know who happened to go to the same high school as me (I can’t make this stuff up), I noticed the ad column on the right side of the page. At the very top was an “Advertise” link. Since I’m always looking for new, affordable ways to advertise my helicopter tour and charter business, I clicked the link.

I won’t bore you with the details. Simply said, the advertising feature makes it very easy to create targeted text/image ads that link to a site or page. You can pay per impression or per click. You can set per click and per day maximum budgets, so you don’t have to worry about going broke. And, since the only place these ads appear is on Facebook, you don’t have to worry about some Webmaster clicking up a link to squeeze a few more pennies (or dollars) out of you.

Arizona by HelicopterGift they Won't ForgetI set up two ads. One (left) is for my multi-day excursions. It’s displayed to male college graduates throughout the US, aged 25-50 who like helicopters, adventure, etc. My logic is that this is the kind of trip that would appeal to men and since it’s not exactly cheap, the college graduate and age requirements may limit the impressions to folks who have more money to spend. (Although who has any money to spend these days?) The other (right) is for Christmas gift giving. I targeted that geographically to the Phoenix area, with no other limitations. Clicking either link takes you to Flying M Air’s Web site where the clicker can find more information and pricing.

Facebook has some good management tools to help you see how many times each ad has appeared and has been clicked. For example, on the first two days my ads were online — and that’s not even 2 full days — they appeared a total of 60,000 times and were clicked 16 times. While you might not think that’s very good, I’m thrilled. I don’t want people to click if they’re not interested, since I have to pay for each click. The campaign is under its daily budget (so far) and I can remove or suspend either (or both) ads any time I like.

So I’ve set up two ads to run for a full month. Let’s see where it takes me.

Comments? Want to share your experiences with Facebook advertising or some other pay-per-click system? Use the comments link or form for this post. Please limit your responses to experiences as an advertiser, though. I’m not interested in reading about the success or failure of someone’s get-rich-quick on Web advertising scheme.

No Child Left Behind?

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Sure, they can pass tests. But can they tell time?

I had a heavy shock today in the Safeway Supermarket in Wickenburg, AZ when I witnessed the following exchange between a cashier/manager and the teenage clerk who was bagging groceries at her register.

Girl: Do I get a break today?

Cashier (after studying a break sheet): Yes. You have lunch at 3 o’clock.

Girl: What time is it now?

Cashier (pointing to the clock on the wall): Look at the clock.

Girl (laughing): I can’t tell time on that.

I looked at the clock. It was a typical wall clock — you know, the round kind with two hands and a bunch of numbers. It read 1:35 PM.

Me (to the girl): You can’t tell time on a regular clock?

Girl (still laughing): No.

Teenage Guy behind me on line: I can’t either.

Me (to the girl): And you think that’s funny? What school did you go to?

Girl (still laughing but now moved to the end of the next register; I think I was scaring her): Wickenburg.

We’ll cut the conversation here, mostly because I became outraged and had to be calmed by the cashier, who is about my age. I reminded her that I learned how to tell time when I was 5 and I’m sure she was about the same age.

The point of all this is the fact that today’s kids apparently lack basic skills that they need to get by in life. How can an 18-year-old girl not know how to tell time on a standard analog clock? What else does she not know how to do? Read? Write in full sentences? Spell the words that might appear on a job application?

How the hell does she expect to get anywhere in life? Or is her highest aspiration to be a bagger in a grocery store? No offense to folks with challenged kids, but mentally retarded people can do that.

Yet apparently, this kid can pass the tests she needs to graduate high school.

No child left behind? Sure.

A Different Kind of eBook

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My first full-length, destined for electronic publication ebook.

In the spring, I was approached by one of my regular publishers to do a new title for them. This was a surprise. After all, as the computer user base is getting ever more sophisticated, sales of print computer how-to books for the beginner to intermediate market I write for are getting ever smaller. I honestly don’t expect to sell titles on new computer topics anymore.

But this book was different in two respects:

  • It would be published as an ebook only.
  • It would be handled as a work for hire.

An Ebook only in Publication

I should start by saying that everything about the book would be handled just like any other book I wrote for that publisher. I’d have to use a special Word template that I don’t particularly care for but have plenty of practice using. The book would go through the usual collection of editors and production staff: tech editor, copy editor, production editor, proofreader. I’d review the manuscript after each editor was finished with it and mark up my comments and corrections. I still had to get the book done more than a month before it was due to be released.

It was just like writing any other book.

The only difference is, at the end of the process, a case of books didn’t arrive on my doorstep. In fact, it wasn’t until yesterday — nearly two months after the book’s release — that I finally tracked down and downloaded my own copy.

QuickBooks 2009 for Mac CoverThe book, which is titled QuickBooks Accounting 2009: The Official Guide for Mac Users, looks good. It’s in standard page size and orientation (which is something I don’t agree with for ebooks, as I discuss in “Thinking Outside the Book“), with a very pleasant layout and design.

The book is an easy onscreen read on my 24” iMac monitor, but I suspect it might be a little tougher on a smaller monitor if the reader can’t see a full page at a time. It looks to me like they thought readers might want to print it out. (I hope they don’t. It would be a terrible waste of paper.) There are plenty of color screenshots (they got that right) although for some reason they didn’t use color graphic elements, as they do in my other books, which are printed. (Still can’t figure that one out.)

The book uses Adobe Reader’s Bookmarks feature to link to headings from a sidebar and the index’s page number references link back to individual pages. There aren’t any in-text cross-reference links, but part of the reason for that is that I couldn’t use page references as I wrote, so I never referred to specific pages in the text. (FrameMaker was an excellent publishing tool for this sort of thing.)

Security Settings for PDFDistribution of the book is apparently limited to folks who buy QuickBooks 2009 for Mac and somehow get a special code with a Web address. They go to the URL, enter their name, e-mail address, and the code, and the book is downloaded. It opens right up in Acrobat, without the need to enter any special codes, but the word SECURED appears in parentheses in the title bar. A peek at the Security settings for the document shows that certain actions are not allowed, but they aren’t the kind of actions that would prevent anyone from getting the most of the book. In fact, they’re the same settings I would have used if I’d released the book as a PDF.

So I’d venture to say that anyone who downloaded the book would be satisfied with the way it was published. Sure, it’s not in print, but at the same time, it’s also not costing them a penny to obtain.

Thoughts on Piracy

Of course, limited distribution of this ebook will not remain limited. In fact, I’m sure it’s already out there on pirate sites, like all other ebooks eventually are.

It may seem odd to readers to learn that I really don’t care how this book is distributed or who “steals” it. But that’s got to do with the way I was paid for it. I wrote it as a work for hire. That means I got paid a flat fee and handed over all rights to the work. There are no royalties to worry about, so sales is not an issue. I negotiated a price I could live with up front, got my money, and did my job. Even though the book has my name on the cover, it’s not really something I have any kind of ownership of.

I’m pretty sure my publisher had the same deal for the book, but their number was bigger. So they may not care about this book hitting the pirate sites, either.

Lessons Learned

The goal of the publishing project was to create a user guide for QuickBooks 2009 for Mac. To keep costs down and prevent readers from having to buy a printed book, the powers that be decided to go with an ebook. This may reduce revenues all around, but it also saves a lot of money and the bother that goes with print publishing.

I think that’s what ebooks should do: put quality information into the hands of the folks that need it without wasting resources while sufficiently compensating authors for their knowledge and efforts.

I look forward to the next edition of this book.

Vote…

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…for change.

For the past six or more years, I’ve been watching my country — and my town — deteriorate as the result of bad decisions by our leaders.

We go to war in Iraq, spending $341.4 million per day. Thousands of people die — our soldiers and Iraqi civilians — and many thousands more are permanently maimed with lost limbs and worse. We lose the respect of many nations because of our arrogance and stubborn refusal to “lose” a War we can’t win and probably never should have started in the first place.

Our country is in financial meltdown because of bad lending practices and other policies of greedy financial institutions. The “flip this house” mentality has caused thousands of people to invest in properties now worth far less than they paid. Rather than pay mortgages they can’t afford, they’ve been mailing their keys to the mortgage holders, leaving them with properties they have to maintain and sell in a market they’re not willing to lend to.

Businesses have sent thousands of manufacturing and support jobs overseas, leaving fewer job opportunities at home for Americans. With the economy tanking, thousands of people are losing their jobs every month. People without jobs don’t have money to spend on the goods and services still offered in this country, so they’re not buying. Less revenue for U.S. businesses forces them to cut staff even further. It’s a vicious circle.

The country has split into two factions: conservatives, who strive to force their values on everyone, and liberals, who want the true freedom this country promises. Among those freedoms are the freedom of speech, so recently misunderstood by a vice presidential candidate. Yet when we speak out about what’s wrong with this country, we’re labeled as unpatriotic traitors.

Clearly, the country is sick and needs a cure.

I’m voting tomorrow and I urge every U.S. citizen reading this to do the same. It’s only by voting that we can make a difference in our country. Vote for a change. Vote to make things better. Vote because it’s your right and your responsibility.

And don’t let the polls con you into staying home. Your candidate needs your support.

Get out and vote.

8 Ways to Lose Weight without Dieting or Exercise

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Well, kind of.

Have a lot of weight to lose? Need a jump start?

I lost 45 pounds in just 4 months with Medifast, a program based on low calorie, low fat, low carb meals. It’s easier than counting calories on your own and it really does work. I used it to get my weight where it should be and I follow the tips in this article to keep it there. Learn more about my experience here.

Throw away your fad diets. If you’re serious about losing weight, there are only two things that matter: calorie intake and exercise. Consume fewer calories and get more exercise and you will lose weight. It’s as simple as that.

Reducing calories and increasing exercise doesn’t mean dieting and hitting the gym. Here are eight things you can do to lose weight without making major changes to your diet or lifestyle.

1. Drink water.

Glass of WaterWater does several things that can help you lose weight and feel healthier:

  • Water can decrease your appetite by fooling your stomach into thinking it’s fuller than it is. If you’re hungry, try drinking a glass of water and waiting 20 minutes. You may not be hungry anymore.
  • Water has no calories and no caffeine, so it’s a great alternative to other beverages that contain one or both.
  • Water is vital for a number of bodily processes, including removing waste, carrying nutrients, regulating body temperature, reducing fluid retention, and keeping bowel functions normal.

Different sources recommend different amounts of water in your diet. One source I found suggested 64 ounces a day. Another suggested 48-64 ounces a day. Still another suggested 1 ounce for every 2 pounds of body weight — so a 150-lb person should drink 75 ounces a day.

2. Eat only half.

Half plate of FoodOne of the problems with American food portions — especially those in many restaurants — is that they’re just too big. The next time you’re faced with a huge plate of food at your favorite restaurant, eat just half of what’s on your plate. Take the rest home in a carry-out bag. Not only will you eat less food, but you’ll have a free meal the next day.

When you cook at home, make smaller portions. Pay attention to portion size on prepared foods and only cook what you and your family need. While leftovers are nice, it’s all too easy to eat all the food you prepare instead of stowing some of it away in the fridge for the next day.

Here’s what I’ve noticed: the less I eat, the less I want to eat. It’s almost as if I’m shrinking my stomach so it needs less food to feel full.

3. Snack with fruits and vegetables.

Fruits and vegetables make great snack foods. Not only are they good for you, but they’re often very low in calories. They’re also easy to prepare — especially when eaten raw — and taste great.

FruitsSome fruits to keep in mind:

  • Apples
  • Blueberries
  • Cantaloupe
  • Grapes
  • Honeydew Melon
  • Orange
  • Peach
  • Pineapple
  • Raspberries
  • Strawberries
  • Watermelon

VegetablesFor vegetables, try:

  • Broccoli
  • Carrots
  • Cauliflower
  • Celery
  • Cucumber
  • Dill Pickles
  • Lettuce
  • Tomato
  • Sugar Snap Peas
  • Zucchini

And, in case you’re wondering, I’m talking about fresh fruits and vegetables here. The good stuff. Leave the cans on the shelves where they belong.

4. Say “no” to dessert.

No DessertBoy, is this a no-brainer. If you’re accustomed to eating dessert after dinner, just stop. Instead, reach for a piece of fruit. Fewer calories and better for you.

5. Park in the farthest parking space.

Parking LotHow much time do you spend cruising for a parking spot close to where you’re going? Did you ever think that that time could be better spent walking from a parking spot on the other side of the lot?

Park far away. Then walk to where you’re going. It’ll only take a few minutes and you’ll be giving your body an extra dose of exercise it wasn’t expecting to have.

An added bonus: You might actually find a spot in the shade.

6. Get off on the wrong stop.

Walk from the BusDo you take a bus or train to work? Instead of getting off at the stop closest to your workplace, get off one or two stops before or after it. Again, you’ll be treating your body to some extra exercise.

Sure, it might take a few minutes more, but you can always catch an earlier bus or train. And imagine the new things you’ll see along the way.

7. Take the stairs.

Take the StairsOnly need to go up or down one or two floors? Avoid elevators and escalators. Take the stairs. More exercise squeezed into your busy day and only your body will notice it.

8. Walk your kids to school.

When I was a kid, I walked to school. Rain, snow, heat — it didn’t matter. Four blocks to elementary school, eight blocks to junior high school, and a full mile (with uphills and downhills both ways) to high school.

Walk to SchoolWhile I realize that times are different and many parents are concerned about the safety of their kids, you don’t need to drive your kid to school to ensure his or her safety. Take a walk instead. You’ll get exercise and make sure your kid gets some, too. You’ll also have some quality time to spend with your kid on that walk.

Want to make it really count? Take the dog along, too.

Do the Math

My doctor told me that 3500 calories equals a pound. That means that knocking 500 calories off your daily diet will result in a loss of 1 pound a week — without increasing exercise. But if you add exercise to the equation, you can drop weight a bit more quickly without sacrificing your health.

You’ll also develop some healthy habits that’ll stay with you for the rest of your life.

Got more tips? Share ’em in the comments. And please do let me know how you do with your weight loss efforts.