Perfection at the Plate

By Steven Weisenburger

The Holidays are great. I get to eat turkey dinner on Thanksgiving and Christmas but more importantly I love to bask in the "spirit" of the Holiday season -- it makes me feel good.

If you're lucky and can find your way around the commercial clatter of Black Friday, Internet Monday, Santa Claus and presents under the tree you may even catch a glimpse of the true spirit of Christmas too.

For me the Holiday spirit is the beacon on the hill, providing us with important bearings so we don't get lost.

During this special time of the year we give of ourselves, extend a helping hand up to others, and express our love and appreciation to loved ones friends and sometimes even to strangers. I don't know about you but I like how this makes me feel. So why give it up once the Holiday season is over? Don't we need these bearing all year long? I say yes.

If I may, I'd like to do my part in helping you catch that spirit. The following true story is from Rabbi Paysach Krohn's book, Echoes of the Maggid. This amazing little story shows how the true spirit of the Holidays can even show up on a baseball field in the middle of the summer.

Perfection at the Plate

In Brooklyn, New York, Chush is a school that caters to learning-disabled children. Some children remain in Chush for their entire school careers, while others can be mainstreamed into conventional yeshivos and Bais Yaakovs. There are a few children who attend Chush for most of the week and go to a regular school on Sundays.

At a Chush fund-raising dinner, the father of a Chush child delivered a speech that would never be forgotten by all who attended. After extolling the school and its dedicated staff, he cried out, “Where is the perfection in my son Shaya? Everything that Hashem does is done with perfection. But my child cannot understand things as other children do. My child cannot remember facts and figures as other children do. Where is Hashem’s perfection?” The audience was shocked by the question, pained by the father’s anguish and stilled by his piercing query.

“I believe,” the father answered, “that when Hashem brings a child like this into the world, the perfection that He seeks is in the way people react to this child.”

He then told the following story about his son Shaya.

Shaya attends Chush throughout the week and Yeshivah Darchei Torah in Far Rockaway on Sundays. One Sunday afternoon, Shaya and his father came to Darchei Torah as his classmates were playing baseball. The game was in progress and as Shaya and his father made their way towards the ball field, Shaya said, “Do you think you could get me into the game?”

Shaya’s father knew his son was not at all athletic, and that most boys would not want him on their team. But Shaya’s father understood that if his son was chosen in, it would give him a comfortable sense of belonging.

Shaya’s father approached one of the boys in the field and asked, “Do you think my Shaya could get into the game?”

The boy looked around for guidance from his teammates. Getting none, he took matters into his own hands and said, “We are losing by six runs and the game is already in the eighth inning. I guess he can be on our team and we’ll try to put him up to bat in the ninth inning.”

Shaya’s father was ecstatic as Shaya smiled broadly. Shaya was told to put on a glove and go out to play short center field, a position that exists only in softball. There were no protests from the opposing team, which would now be hitting with an extra man in the outfield.

In the bottom of the eighth inning, Shaya’s team scored a few runs but was still behind by three. In the bottom of the ninth inning, Shaya’s team scored again and now with two outs and the bases loaded and the potential winning runs on base, Shaya was scheduled to be up. Would the team actually let Shaya bat at this juncture and give away their chance to win the game?

Surprisingly, Shaya was told to take a bat and try to get a hit. Everyone knew that it was all but impossible, for Shaya didn’t even know how to hold the bat properly, let alone hit with it. However as Shaya stepped up to the plate, the pitcher moved in a few steps to lob the ball in softly so that Shaya should at least be able to make contact.

The first pitch came in and Shaya swung clumsily and missed. One of Shaya’s teammates came up to Shaya and together they held the bat and faced the pitcher waiting for the next pitch. The pitcher again took a few steps forward to toss the ball softly towards Shaya.

As the next pitch came in, Shaya and his teammate swung the bat and together they hit a slow ground ball to the pitcher. The pitcher picked up the soft grounder and could easily have thrown the ball to the first baseman. Shaya would have been out and that would have ended the game.

Instead, the pitcher took the ball and threw it on a high arc to right field, far and wide beyond the first baseman’s reach. Everyone started yelling, “Shaya, run to first! Shaya, run to first!” Never in his life had Shaya run to first.

He scampered down the baseline wide eyed and startled. By the time he reached first base, the right fielder had the ball. He could have thrown the ball to the second baseman who would tag out Shaya, who was still running. But the right fielder understood what the pitcher’s intentions were, so he threw the ball high and far over the third baseman’s head, as everyone yelled, “Shaya, run to second! Shaya, run to second.”

Shaya ran towards second base as the runners ahead of him deliriously circled the bases towards home. As Shaya reached second base, the opposing shortstop ran towards him, turned him towards the direction of third base and shouted “Shaya, run to third!”

As Shaya rounded third, the boys from both teams ran behind him screaming, “Shaya, run home! Shaya, run home!”

Shaya ran home, stepped on home plate and all 18 boys lifted him on their shoulders and made him the hero, as he had just hit the “grand slam” and won the game for his team.

“That day,” said the father who now had tears rolling down his face, “those 18 boys reached their level of perfection. They showed that it is not only those who are talented that should be recognized, but also those who have less talent. They too are human beings, they too have feelings and emotions, they too are people, they too want to feel important.”

* * *

Happy Holidays... all year long!

What To Do When Your Radio Advertising Sucks

by Steven Weisenburger


Nothing is more stressful for an entrepreneur than to be tied into a long term advertising contract and have the ads fall flat on their face. It creates a desperate situation. And radio advertising can be one of the most draining marketing expenses when it your spots aren't working.


But it doesn't have to be that way


Radio advertising is like a tornado – when control, it’s like this giant invisible power vac sweeping across the marketing landscape rending listening prospects powerless to resist, and sucking all the cash out of their pockets and filling yours.


However, if you don’t know how to control it, it will viciously turn on you and you’ll end up like the cow the tornado has sucked off the ground, legs flailing, bellowing fearfully, and puzzled as to the source of havoc being wreaked upon your life.


Gina, the owner of a greenhouse and nursery, was beside herself because of her radio advertising – the radio station had her on a full “rotational” campaign, running spots throughout the day and night. You know the “branding” campaign – if customers hear your name enough times they will eventually choose you over your competitor when the time comes to buy.


Have you ever felt this pain before


Well, her intense discomfort came from the fact that, for each of the past 9 months she had been shelling out $4,000 and the effort was simply not delivering a return-on-investment (R.O.I.). She didn’t plan on renewing her contract ever again.


Since there were three months left on the contract she wanted to know if there was anything she could do to salvage the disaster. How could she fix her radios spots?


How would you feel if you were in Gina’s position?


Her radio spots were appalling 15 and 30-second “funny” quips about her store -- about half of them mentioned a product but none offered a reason to come in buy something right now... you know like a sale, bonus, discount, some sort of compelling offer.


Fixing this problem is easy and quick


Listen up. There are lots of ways of fixing her problem -- here’s the quick fix approach I recommended in this situation.


There were two critical marketing steps I had her take immediately.


1st – I had her think in terms of giving prospective customers a reason why they should come into the store right now. Have your commercials make some sort of offer.


2nd – I had her switch from 30 sec spots to 60’s and throw out the funny drivel and use the “live radio show host call-in” format strategy. These are commercials where you call in your spot to the radio show host and he/she gets to grill you about what’s going on down at your store. And even if it’s not really a live spot, you call in and record it with the host as if it were.


It might go something like this...


Radio Host: We have the owner of Gina’s Greenhouse and Nursery on the line. Tell us Gina what’s going on down there today?


Gina: Well Dick right now we’re unloading a semi truck full of Royal Empress Trees, the fastest growing tree in the country.


Radio Host: The fastest growing tree Gina? Just how fast do they grow?


Gina: The Royal Empress grows 10 to 15 feet a year and are 40 to 50 feet tall within three years. Plus, it has the most fragrant and gorgeous purple bloom.


Radio Host: So Gina you said you had a truckload of them?


Gina: Yes, Dick we are unloading 200 of them right now. I bought them from a nursery up North that was going out of business. And best of all Dick I got them at an unbelievable low price -- 70% off, and I’m passing the savings on to all of your listeners that come in this weekend... Yada yada yada...


Anyway you get the idea.


Did it work?


Well, I’m happy to report that Gina renewed her advertising contract with the radio station for another year!

Article Marketing:Two Simple Tips To Retain Higher Readership

One key to successful a Article Marketing campaign is have an article that holds your reader attention. Weak copy gives the readers mind the opportunity to wander and quickly lose interest in your article.

I want to show you two simple tips for spicing up your article and holding your readers attention.

To begin this lesson I'm going to use an perfectly acceptable article one of my students submitted for critique. Fundamentally there is nothing wrong with this article -- the writer could have submitted this article as is and done just fine. But I'm going to do a before and after demonstration.

The unedited article is as follows.

Dogs are cute, cuddly and lovable when you bring them home, until their first accident. That is when you realize you have to do more than feed them, walk them, pet them and love them. You have to train them.

Follow these three dog training tricks to quickly and successfully potty train your new four legged best friend. Older dogs are easily trained in 2 days if you are diligent and consistent.

Trick 1 to Potty Train Your Dog - Be consistent with all activities, especially eating. Dogs will typically need to be let out or taken for a walk 20-30 minutes after they eat. Decide if you are going to feed your dog once or twice a day. Twice a day is preferred. Whatever times you pick, be consistent. If you decide to feed your dog before you go to work and when you come home, be sure you keep the same schedule on the weekends or days you are not working. Leave the food out a fixed period of time. Your dog will learn very quickly that they must eat when the food is there or they will not get any. Until they are trained, do not give your dog water 3-4 hours before bed. Make sure you take them out one last time before going to bed.

Trick 2 to Potty Train your Dog - When you take your dog out, always take them to the same place until they understand that they are to do their business outside. If you are using your backyard, take them to the same spot and give them a specific encouraging command. I use "Go - Go - Go - Go." Whatever word or words you choose, be consistent. They will learn to associate the sound of that word with the action you want. This also applies if you are walking them instead of taking them in your yard. Always stop at the same place when you first take them out and use your command word.

Trick 3 to Potty Train your Dog - At night and when you are leaving, keep your dog in a crate or enclosed area. Most people think that putting their dog in a crate is cruel but this is not true. In fact, most dogs feel safe in their crate or their "area" and will often go there just to nap. Dogs very rarely go potty where they sleep. As soon as you get up in the morning or come back after leaving, lead your dog from the crate directly to the designated potty area and give them your command word. Do not let them wander or get sidetracked on the way.

Most important with anything you teach your dog, always praise and use positive reinforcement. Dogs want their owner's approval. Praising, petting and rewarding them makes it easy for them to figure out what they have to do to get your approval. Dog training is easy but it takes effort and commitment on your part to be successful.

Now the "After" version of the article:

Dogs are cute, cuddly and lovable when you bring them home, until the first time they do their “business” on the carpet. Now as you’re retching uncontrollably while cleaning up the “accident” you wonder why the call them “mans best friend”.

It suddenly dawns on you there is more to owning a pet than feeding, walking, petting and loving them...

You have to train them too.

Listen, no need to be overcome with anxiety. And you can dismiss that image of being forced by your spouse and friends into dropping off your new “stinky” little buddy at the dog pound.

Simply follow these three dog training tricks to quickly and successfully house break your new little four legged best friend. Older dogs are easily trained in 2 days if you are diligent and consistent – younger dogs may take up to 7 to 10 days, but it’s a small price to pay for waking up to cuddly cuteness every day.

Trick 1 to Potty Train Your Dog - Be consistent with all activities, especially eating. Dogs will typically need to be let out or taken for a walk 20-30 minutes after they eat. Decide if you are going to feed your dog once or twice a day. Twice a day is preferred. Whatever times you pick, be consistent. If you decide to feed your dog before you go to work and when you come home, be sure you keep the same schedule on the weekends or days you are not working. Leave the food out a fixed period of time. Your dog will learn very quickly that they must eat when the food is there or they will not get any. Until they are trained, do not give your dog water 3-4 hours before bed. Make sure you take them out one last time before going to bed.

Trick 2 to Potty Train your Dog - When you take your dog out, always take them to the same place until they understand that they are to do their business outside. If you are using your backyard, take them to the same spot and give them a specific encouraging command. I use "Go - Go - Go - Go." Whatever word or words you choose, be consistent. They will learn to associate the sound of that word with the action you want. This also applies if you are walking them instead of taking them in your yard. Always stop at the same place when you first take them out and use your command word.

Trick 3 to Potty Train your Dog - At night and when you are leaving, keep your dog in a crate or enclosed area. Most people think that putting their dog in a crate is cruel but this is not true. In fact, most dogs feel safe in their crate or their "area" and will often go there just to nap. Dogs very rarely go potty where they sleep. As soon as you get up in the morning or come back after leaving, lead your dog from the crate directly to the designated potty area and give them your command word. Do not let them wander or get sidetracked on the way.

Most important with anything you teach your dog, always praise and use positive reinforcement. As you know, dogs crave their owner's approval. Praising, petting and rewarding them makes it easy for them to figure out what they have to do to get your approval. Dog training is easy however, as a pet owner you’ll need to add a few simple routines to your life to ensure an enjoyable relationship with your pet.


Steve’s Handy Writing Tips:

1- Thesaurus Dictionary.com

It’s easy to make your copy more interesting by spicing up just a few words. You can simply keep and eye out for opportunities do so and add more interesting word that pop into your head or use a thesaurus.

Here’s an example from the copy above. The word “want” has been changed to “crave” to spice up the copy. Small changes like in this example make the copy resonate a bit more and thus hold the readers attention.

Dogs want their owner's approval.

Dogs crave their owner's approval.

I recommend that you use what I call $3 dollar words and avoid using $10 dollar words.

For an example of a $10 word I’ve used retching in the copy above. Retching is not what I call a “common” word in the normal persons vocabulary, so I would avoid it. With the use of a thesaurus I’ve come up with replacement words that a broader audience would relate to.

Retching -

Synonyms: be sick, discharge, lose one's lunch, regurgitate, retch, spew, throw up, upchuck

2 – Idioms

The dictionary defines idioms as:

an expression whose meaning is not predictable from the usual meanings of its constituent elements, as kick the bucket or hang one's head, or from the general grammatical rules of a language, as the table round for the round table, and that is not a constituent of a larger expression of like characteristics.

Using common phrases in your copy gives your reader a "comfortable" feeling. Readers will quickly identify with the author as regular person just like they are. And these common phrases hold the readers attention as well.