Tag: 上海龙凤

European funds back CalPERS in key Lehman-related lawsuit

first_imgBut the case’s larger significance lies in the existence of a legal time limit – the so-called “statute of repose” – for plaintiffs to file a securities action.  Generally, US securities laws provide a three-year time limit for strict liability claims on securities purchased in public offerings, and a five-year time limit for securities fraud claims based on open market purchases. For decades, plaintiffs in US litigation have benefitted from the class action “tolling” rule. Established by the US Supreme Court in the landmark American Pipe case in the 1970s, the rule provided that filing a class action satisfied all time periods governing class members’ individual claims for recovery, including both the statute of limitations and the statute of repose for securities claims. (Under US law, investors are automatically included in a class action unless they actively decide to opt out of the lawsuit.)  Accordingly, under the so-called American Pipe rule, investors included in a securities class action could take comfort in their ability to sue individually, should they wish to do so at a later date – for instance, if a prospective class action failed, or they disagreed with a class settlement amount. However, in 2014 a lower court ruled that the class action tolling rule only applied to a one-year statute of limitations for securities claims, not a separate three-year statute of repose. This case related to IndyMac, an American mortgage provider that collapsed a few months before Lehman Brothers in 2008.The 2014 ruling meant that, if a US class action was formally certified by the court after the statute of repose expired, class members would not be able to pursue their own lawsuit later. In addition, if the court refused to grant the case class action status after the repose period expired, investors would not have any remedy under US securities laws, whether in a class action or otherwise. The amicus brief filed by CalPERS asks the US Supreme Court to clarify the legal position, and to reverse the IndyMac decision.Blair Nicholas, a senior partner at Bernstein Litowitz Berger & Grossmann (BLBG), the law firm that prepared the amicus brief, said: “For over 40 years, investors worldwide have relied on the filing of securities class actions to protect and preserve the timeliness of their claims for recovery of securities fraud damages in US courts. The IndyMac decision has created great uncertainty in the institutional investor community.”Nicholas continued: “Without the critical class action tolling rule, investors must incur the substantial costs and burdens of monitoring hundreds of active securities class action cases across the US to determine whether to take affirmative action in order to prevent their claims from expiring. This is not only costly, it has resulted in wasteful and duplicative litigation that defeats the very purpose of US-style opt-out class actions.”According to the brief itself, these burdens on institutional investors are already occurring, both in the [court] circuits that have held that the American Pipe rule does not apply to the three-year and five-year limitations periods, and in circuits that have not decided the question.Dutch pension provider APG had already supported an amicus brief for the IndyMac case in 2014.A spokesman for APG told IPE: “However, that never reached a verdict by the US Supreme Court, because the case itself was settled. As a result, the uncertainty and lack of clarity regarding tolling the statute of repose persisted. For the investment community it is important that filing a class action not only means tolling the statute of limitations, but also the statute of repose.” The spokesman continued: “The [current] amicus brief demonstrates how the American Pipe rule is part of a sound and efficient securities litigation framework, and is needed to avoid imposing extensive and unnecessary costs and burdens on institutional investors, defendants, and the court system as a whole.”AP1 said the timeframe for investors to bring individual claims for recovery of damages under the US securities laws was “an issue of great importance to the institutional investor community”.The lawsuit is scheduled to be heard by the Supreme Court on 17 April 2017, with a decision issued by the end of June. More than a dozen European pension funds and asset managers have joined with other prominent institutional investors to seek a legal ruling that could have significant implications for investors seeking compensation through the courts.The funds – including APG, AP1, Industriens Pension, and the Universities Superannuation Scheme – have filed an amicus curiae (“friend of the court” brief) with the US Supreme Court asking it to review and overturn a 2014 ruling that placed a one-year time limit on filing class actions.The case, which has significant implications for the institutional investor community, concerns the timeframe for investors to pursue lawsuits seeking recovery of damages under US securities laws. It has been brought by the California Public Employees’ Retirement System (CalPERS), the largest public pension fund in the US. CalPERS is suing ANZ Securities over losses resulting from the Lehman Brothers bankruptcy.In all, 75 investors with more than $4trn (€3.75trn) in assets under management have joined together to back CalPERS. Other European supporters include Aegon Asset Management, Blue Sky Group, MP Investment Management, PGGM Investments, SEB Investment Management, and Storebrand, while the retirement systems for more than a dozen US states including New York and Pennsylvania are supporting the brief.last_img read more

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DeMarcus Cousins “getting a lot closer” to Warriors debut

first_imgDeMarcus Cousins, the 6-foot-11, 270-pound All Star center who hasn’t played in almost a year, is targeted to return around the time the Warriors go to Los Angeles to play the Clippers on Jan. 18 and the Lakers on Jan. 21.“We don’t have a specific date yet,” coach Steve Kerr said Tuesday night, but … * * *Subscribe to the Mercury News and East Bay Times for $40 a year and receive a free Warriors championship coffee table bookOAKLAND – Big help could be on the way for the Warriors.last_img read more

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Design Language Gushes Out of Article Describing Cell Quality Control

first_imgHere are the design words found in a press release from Michigan State describing the editing mechanisms of the cell DNA-to-RNA transcription process: high fidelity, quality control, inner workings, genetic coding, exquisite nanotechnology in living systems, genetic control, blueprint for life, industrial assembly line, conveyor belt, preloading, criteria, backs up to correct the error, sensed and corrected, acceptable level of error required for the speed at which cells must reproduce, elegance of cell creation, fidelity mechanism, tried and true design, and enduring design.  Here are the words in the press release describing the evolution of this system: [null].    The aspect of transcription that so impressed the researchers was the ability of RNA polymerase (the main transcription machine) to preload bases before need: “Preloading of NTPs [nucleoside triphosphates, the “letters” of RNA code] hints at a previously unknown quality control station to maintain accuracy of RNA synthesis,” the article states (emphasis added in all quotes).  “We’re able to show how an error will be sensed and corrected,” said Team member Zachary Burton.  “The quality control system checks NTP loading several ways.  If it doesn’t match the criteria, it gets booted out.”  Details of the research were published in Molecular Cell.1  Another statement by Burton encapsulated the tone of their study: “RNA polymerase is one of nature’s great designs.”1Gong et al., “Dynamic Error Correction and Regulation of Downstream Bubble Opening by Human RNA Polymerase II,” Molecular Cell, Volume 18, Issue 4, 13 May 2005, Pages 461-470, doi:10.1016/j.molcel.2005.04.011This is how science should be done.  No useless Darwinspeak, just careful analysis of design when design is evident.  Neither the formal paper nor the press release contained any mention of evolution.  Instead, the language of design was shown to be both useful and appropriate in a purely scientific discussion.    By the way, the research focused on human RNA polymerase.  The press release was titled, “High fidelity keeps human DNA assembly line humming.”  All that quality control is on your assembly line, keeping you humming.  Need a tune to hum?  Try this.(Visited 6 times, 1 visits today)FacebookTwitterPinterestSave分享0last_img read more

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Ohio Crop Progress – July 30th, 2018

first_imgShare Facebook Twitter Google + LinkedIn Pinterest Hot and dry weather continued last week. Rain continued to be spotty providing little relief to crops, according to Cheryl Turner, State Statistician,USDA, NASS, Ohio Field Office. There were 5.7 days suitable for fieldwork in Ohio during the week ending July 29. Crops continued to look good but will need some water soon. Corn and soybean condition was mostly good to excellent but showed some signs of stress. Hay making continued to progress well in dry weather. Winter wheat harvest and other hay first cut ting was complete. Manure hauling, spraying of fungicides and herbicides, and weed control activities kept farmers busy last week.Click here for the complete reportlast_img read more

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New Kid on the Block… Again: Helping Military Kids Cope with Relocation and Bullying

first_imgBy: David Lee Sexton, Jr.Is there a more quintessential bullying target than “the new kid”? As someone who attended far more than one school throughout my childhood education, I can say with conviction that being “the new kid” can be a struggle. Changing schools can be a profound burden for kids. Not only do they have to leave behind all of the friends they have made at their previous schools, but they also have to try to fit into a new environment full of kids who have pre-established relationships. Now imagine having to do this every two to three years. That’s how frequently military personnel are typically transferred to new locations, meaning that their kids may attend as many as nine schools (Elfman, 2017).What Does Relocation have to do with Bullying?According to Marci Hertz, a health scientist at the Centers for Disease Control and Prevention’s Division of Violence Prevention, any perception of a child as somehow “different” by his or her peers can be a catalyst for bullying (Arrington, 2013). For military-connected kids, differences from peers can be abundant. As the “new kid” at school, kids who have relocated start out different from their new schoolmates immediately. In addition, military-connected kids may have very different home lives from those of their peers.This can lead to isolation and feeling like an outsider when transitioning into a new school environment. Matthew Gladden, another scientist working within the Centers for Disease Control and Prevention’s Division of Violence Prevention, further notes that bullying is not always physical and can manifest through verbal aggression and cyber bullying as well (Arrington, 2013).What Can Parents Do?Hertz states that parents can play an important role in the prevention of bullying through proper role modeling at home (Arrington, 2013). What kids see at home often shapes their own behavior; so, demonstrating that bullying is not okay at home will lead to imitation of good values and behaviors. Hertz also encourages parents to ask their kids if they are being bullied at school, and stresses the importance of staying aware of the social circles with which their children are affiliated (Arrington, 2013). Finally, military parents specifically, should make an effort to familiarize themselves with local bullying policies in their schools and communities, as these often vary between locations (Arrington, 2013). Relocation can obviously be stressful for the entire family and moving represents only one of the many unique stressors military families face. But, keeping an open dialogue amongst the entire family when acclimating to a new location can help minimize the potential for a negative impact on everyone.What Can Providers Do?Stop Bullying.gov provides information on what mental health professionals can do to prevent bullying, as well. This includes collecting and analyzing data to inform bullying prevention initiatives and monitoring their effectiveness. In addition, Most of these strategies focus on collaboration between mental health professionals, both within the school system and outside of it, and the community at large to engage in community-based prevention strategies. This includes developing policies to guide appropriate student behaviors. They also provide several resources dealing with bullying for mental health professionals to reference.Further ResourcesJoin the MFLN Family Development team on March 22nd, 2018 at 11:00 am Eastern for a free webinar presented by Dr. Lauren Marlotte which will focus on three different types of violence impacting youth including bullying, relationship violence in teens, and school shootings. Dr. Marlotte will provide participants with information on trauma-informed approaches to polishing the protective shields of parents and youth in the face of danger and violence.If it’s too late for you to join us in person, don’t despair! Our webinars are recorded for viewing at any time on our website, as well as YouTube; and CEUs are available for one year after the live event!The Family Development team aims to support the development of professionals working with military families. Find out more about the Military Families Learning Network Family Development concentration on our website, Facebook, and Twitter.ReferencesArrington, Y. R. (2013). Bully prevention resources for military families. Air Force Medical Service, Retrieved from: http://www.airforcemedicine.af.mil/Media-Center/Display/Article/583100/bully-prevention-resources-for-military-families/Elfman, L. (2018). Schools make room for the military. Education Digest, 83(6), 52-56.last_img read more

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Use Foreground Elements to Elevate Your Next Production

first_imgWhat Are Foreground ElementsWe’re not talking about a fake office plant in front of a camera — or catching the edge of a door in the frame. We’re talking about perfectly placed and curated items, directly in front of or on the camera’s lens, which adds depth and an overall pleasing effect to the image. These items are typically clear, and they help refract light coming into the lens. This creates an image that viewers will find more visually appealing.This method of incorporating foreground elements has been used in fashion ads for decades. It helps to create the illusion of class and sophistication onscreen, thus elevating the mood and tone of the spot. Here’s an example of how to incorporate these foreground elements into a production. Examples of Foreground ElementsThe best thing about working with foreground elements is that they can actually be very inexpensive. You can even pick up the materials at your local dollar store. The items you use include a dinner glass, prisms, or even something as wild as a large plastic spoon.  For the commercial I worked on, I just went to a local craft store and found clear crystal beads typically used for jewelry I bought four for under $12, and they worked perfectly.You can get creative with whatever you choose. Really, you can use anything that’s clear and will refract the light before it hits your camera’s sensor.Below is an example from a Dior ad that used foreground elements for one of the shots in the ad. Increase your video production values with some class and sophistication by working with foreground elements in your next project.As filmmakers, we’re always looking for ways to elevate our productions and improve our imagery. Recently, I had the opportunity to film a fashion and beauty commercial for a brand that was looking to add some class to their aesthetic. While researching the concept for the spot, I decided I wanted to find a different way to help them get the look they wanted. After some research, I came across the concept of foreground elements — in front of your lens — as a trend in fashion and beauty work. At that moment, I knew I had found exactly what I was looking for.center_img FREE Prism Bokeh Effect OverlaysWe recently released 35 FREE Prism Bokeh Effect Overlays over on Rocketstock so that you can always pull this effect off, even in the post-production process.Download the freebie here.SummaryWorking with foreground elements when capturing your images is a super easy way to elevate your productions. It adds some class and sophistication to your filmmaking work. And the best part? You can do all of this without having to break the bank. If you have a fashion or beauty ad coming up on your list of productions, definitely consider experimenting with some foreground elements.Cover image via Luxolites.Looking for more on filmmaking and video production? Check out these articles.The Cameras and Lenses Behind the Marvel Cinematic UniverseThe Cameras and Lenses Behind the Marvel Cinematic Universe — Phase TwoTips for Rewriting Your Screenplay Without Starting Completely Over5 Steps for Prioritizing Your Filmmaking Gear InvestmentsIndustry Roundup: Top Destination Jobs for Videographerslast_img read more

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Forget Twitter: It’s For The Tragically Connected

first_imgLets get real about this, to paraphrase Loren Feldman, “Twitter: people write stuff, people read stuff. That’s it”. There is no big social networking secret at work here. It’s simply a communication tool and not even a very good one. It breaks down more often than my first car, which I only paid $240 for. If you think using Twitter is free, you are insane. As a business person, you already realize that your time is money, so when you spend an hour on Twitter learning what people had for lunch, you are paying for that. When you think about it, you can apply that to everything. Even reading this post is going to cost you money, I just hope I can make it profitable for you. The above article was written in collaboration with Twitter is fantastic if you have a market which already uses the system. But ask yourself, do you need to reach out to that market? By the way, you can Building a following from scratch simply using Twitter is possibly not the best use of your time. A following on Twitter should be viewed as a by-product of success elsewhere. This only makes sense if your business is with the natural inhabitants of this system. You need to be able to connect with your customer base by giving them the least amount of hoops to jump  through. Even RSS. How many normal people use an RSS reader? I live and die by RSS, but I am not  normal. I live life on the cutting edging of Web 2.0. The truth is, twitter is for geeks. Actually, it’s not even for geeks, it’s for uber-geeks. Not that there is anything wrong with that, I use twitter myself and have at times been called a geek. But to someone who uses the Internet for business (gasp!) and to make money, Twitter is often just a distraction. company name on Twitter even if you don’t plan to use it, just in case.  -Dharmesh Still not convinced? Still want to walk the soft sands and hoped you wont get sucked in?  Then, by all means, Twitter away.  Originally published Jun 12, 2008 12:47:00 PM, updated October 20 2016 , a social media marketing expert.  Thanks, Lyndon!  It’s something for the ADD crowd to cook up and inject into their veins. There is nothing wrong with using these systems. But what are you online for? Chat, make friends, make love? All good stuff, but are you online to make money? It’s important to get your priorities right. Is your market the uber geek? If so, dive in, Twitter is where your market is at. Twitter is addictive. Real people are using it to communicate, and that can be fun. If you are online to have fun, fine and dandy. But, if it’s profit you are after, you need to judge accordingly. Some have said it’s a great tool to use for list building. But when you absolutely need to build a list and be able to communicate with your market, a third party system is not it. Email is far more effective and people do not have to sign up to a third party system to use email. Unless your customers already have a Twitter account, forget it. If your customer base already uses Twitter, you may have already read numerous blog posts praising the system and are using it to your advantage. If so, that’s great.  That is not what this post is about. Topics: But, if you own a small consulting firm or are the VP marketing for a medium-sized manufacturing firm, I doubt twitter is where your customer base will be hanging out. You need to identify and connect with your customers and potential customers, and Twitter is not usually the most efficient (or effective) way to do that. This post is not an anti-Twitter post, it’s not even a pro-Twitter post. It’s a “Do that which makes sense for your business” post, a reminder that there are black holes out there which will suck all your precious time from you and not give you much (if any) return. Lyndon Antcliff if you’d like, and I promise not to tell you what I had for lunch. And regardless, I still think you should reserve your brand name or To get real benefit from Twitter you need to build a following.  Those who  already have over a thousand followers can send a digg request or a “hey, check out this post”, and get a great response. But here’s the thing, that following has been built up over months or years, with hours worth of expended effort. People simply follow/fan/friend the same people whatever system they are in. The person being followed simply says, “check out this new system”, and they all go join and add the same people to their list. follow me on Twitter Twitter Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

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HubSpot TV – World Wide Rave with David Meerman Scott

first_img http://searchengineland.com/google-penalizes-google-japan-16541 (Show Length: 29 minutes 07 seconds)   World Wide Rave Disclosure and easy opt-out Remember to subscribe in iTunes – Marketing Takeaway: Pay attention to privacy rules – but this is not a big deal for most small businesses.  Is there a particular type of content that is more likely to go viral? Originally published Feb 15, 2009 1:47:00 PM, updated July 04 2013 FTC Gives Final Warning to Ad Industry Web Ink Now What is a Marketing Takeaway: Buying links for SEO is like playing chicken on a bicycle, against a bus… blindfolded.   Don’t do it. Valentines Day Promotions Whats the secret to making viral content? Google Penalizes Google Japan for Buying Links Learn more about inbound marketing and how to combine blogging, SEO and social media for results.  http://www.marketingmagazine.co.uk/news/879748/Twitter-begin-charging-brands-commercial-use/ ) http://www.readwriteweb.com/archives/his_holiness_the_14th_dalai_la.php Google dropped the Page Rank of Google Japan from 9 to 5 because they were buying links to promote a new widget. http://www.marketingpilgrim.com/2009/02/ftc-gives-its-final-warning-to-ad-industry.html .  Marketing Takeaway: Be nimble and try to take advantage of big holidays or current events. Download our  ? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack (Blog: Inbound Marketing Kit http://www.techcrunch.com/2009/02/10/twitter-to-start-charging-companies-for-having-an-account/center_img Affirmative express consent before using sesitive data for behavioral advertising David Meerman Scott http://techedgeweekly.com/?p=148 http://www.facebook.com/event.php?eid=52577192370 http://www.chicshopperchick.com/2009/02/valentines-day-2009-flowers-special-order-online.html Marketing Takeaway: Have a business model before you start a company. What is some of your favorite viral things? FTC has a lot of concerns about using data and collection of data for behavioral advertising Episode #27 – February 13, 2009 Take steps to try to start a World Wide Rave! What Tips do you have for companies trying to make viral content? Closing Reasonable security of data, limited data retention http://news.yahoo.com/s/afp/20090209/en_afp/usitinternettwitterindiatibetdalai Marketing Takeaway: Reserve your brand names on Twitter before someone else does! HubSpot 1K Customers Party! February, 19th Charging for Twitter? Dalai Lama on Twitter? http://itunes.hubspot.tv What are you doing for Valentine’s Day? Marketing Tip of the Week http://blog.hubspot.com/blog/tabid/6307/bid/4569/Top-Twitter-Features-Worth-Paying-For.aspx http://blog.twitter.com/2009/02/nothing-to-report-just-yet.html inbound marketing kit How to interact on Twitter – @karenrubin @mvolpe @dmscott Affirmative express consent for privacy policy changes Introlast_img read more

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Twitter Launches Brand Pages for Business Accounts

first_imgIn a less than detailed announcement on its blog today, Twitter revealed the release of its new version of Twitter on Twitter.com and mobile devices, replete with brand new, simplified design, a new tab menu, and expandable tweets that show more information such as replies, retweets, and embedded photos and videos. (Okay, I guess they expanded on it a little bit here.)Upon some even closer investigation, what Twitter fails to tout in its blog announcement is all the benefits the redesign has for business accounts on Twitter. According to Ad Age, Twitter is also releasing ‘Brand Pages’ for marketers, which offer brands on Twitter improved customization and business-oriented features. Let’s explore what you have to look forward to!4 Business Benefits of Twitter’s Redesign1. Large, Customizable Header Images: Brands can use these headers to display their logo and tagline more prominently than was previously possible in the standard Twitter format, where branded elements of a Twitter account’s background design were often hidden by the timeline of tweets.Marketing Takeaway: This means much better brand recognition for your business’ Twitter account as well as a more prominent distinction between brand pages and personal pages. Yay!2. Featured Tweet: Businesses can also elect to feature a particular tweet above their timeline. This featured tweet also auto-expands to show an embedded photo or video from Flickr, YouTube, or another source.Marketing Takeaway: Marketers, this is a great way to highlight particular campaigns, promotions, or offers you’re running that you’d like to attract more visibility to over a longer period of time. The shelf-life of a regular tweet is short, but with the use of these featured tweets, you can essentially expand the shelf-life of a promotion on Twitter. You can also support these tweets with engaging images and videos to better illustrate your offer and give your lead gen offers even more potency.3. Separating @Replies From @Mentions: Brands will also now be able to easily differentiate between their @replies (tweets directed at the brand) and their @mentions (tweets just mentioning the brand with @username), as Brand Pages will separate these tweets into two buckets for account administrators.Marketing Takeaway: This is great news for marketers who manage their business’ Twitter presence via Twitter.com or their mobile device. Being able to easily distinguish between @mentions and @replies can help marketers streamline their responses and communication on Twitter.4. Embeddable Tweets: Website owners will also be able to embed a tweet onto their website, giving site visitors the ability to favorite, reply to, or retweet a tweet without even leaving the web page.Marketing Takeaway: There is so much marketing potential here! Better integration between Twitter and a business’ website offers a great opportunity for marketers to merge these two worlds, expanding their reach on Twitter through on-site interaction.For the time being, Twitter has only rolled out Brand Pages to a select number of partners and Twitter advertisers, so we’ll have to wait patiently for our opportunity to customize our new pages. Twitter indicates it will be rolling out its new overall redesign over the next few weeks, so we may see embeddable tweets a little bit sooner than Brand Pages. If you’d like a peek at how the overall redesign will look in general, check out the following video:Are you excited for Twitter Brand Pages? How do you think they’ll impact your business’ Twitter presence?Image Credits: Ad Age, Twitter Twitter Updates Topics: Originally published Dec 8, 2011 4:00:00 PM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

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Everything Marketers Need to Know About Creating Exclusionary Personas

first_imgYou know those people who poke around your website for hours? Download every lead generation offer you have? Comment on every blog post you write? ‘Like’ every Facebook update you’ve ever posted?They are sooo gonna be a customer.Except they might not be. What they might be is a lookey-loo. Or a fan-girl. Or someone with no budget. Or a student dreaming about their future job. Or a reader who just thinks you’re really funny.What I’m trying to say is, sometimes, despite every single indicator otherwise, some leads will never, ever buy. And if you spend precious sales and marketing resources trying to convert that segment of your audience into customers, you’ll end up with two things: a closed lost and a bummed out attitude.But you can sidestep this problem — by creating some exclusionary personas for your business. “Exclusionary personas?” you may be muttering … “What on earth are those?” So glad you asked! Let me write a blog post to explain.What’s an Exclusionary Persona?To explain what an exclusionary persona is — sometimes also called a “negative” persona — let’s first briefly revisit the definition of a buyer persona. A buyer persona is an archetype of who your ideal customer is. It helps you identify who they are and what matters to them so you can market and sell to them more effectively. You create an exclusionary persona to do, essentially, the exact opposite; that is to say that exclusionary personas are archetypes of who you don’t want as a customer that will help you identify who you should not spend time marketing and selling to.Why Should You Create Exclusionary Personas?Now, when I say you shouldn’t spend time marketing or selling to these less-than-ideal customers, a little clarification is in order. That isn’t to say that you shouldn’t retweet their content if it’s good. Or engage with them on Facebook if they post a good comment. Or thank them for commenting on your blog post. It’s still important to grow your reach, even if some of them will never buy — if you don’t believe that, just read this blog post.What I mean is that some leads just aren’t a good fit for your business. Here are some reasons why:They may never actually buy your product or service.They may become a customer, but they were an inordinately expensive customer to acquire.They may become a customer, but you never recoup the costs of acquiring them because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company.So while you can still engage with those who fall into your exclusionary persona bucket (and absolutely should — they could still be influencers, after all), you don’t want to spend significant sales and marketing budget converting them into leads and customers. If you have identified who these people are, however, you can quickly segment them out from the rest of your buyer personas, achieve a lower cost-per-lead and cost-per-customer, and see higher sales productivity as a result.Walking Through the Creation of an Exclusionary PersonaIf any of these scenarios sound familiar, you might need an exclusionary persona for your company. But how do you create one? Let’s make up a fake company — we’ll go with HR Solutions Galore — and a fake exclusionary persona to show you how to create one for your company. To ensure you really understand how the exclusionary persona relates to the buyer persona, let’s review who this company’s ideal buyer persona is first. We can grab Sample Sally from our persona creation PowerPoint template as the archetype of who HR Solutions Galore wants to sell to:Her biggest challenges are rolling out her initiatives to the entire company without hiccups, and to do that, she desperately needs help from a software company that can help her manage all of her employee data in one place. Right now, it’s kind of a jumbled mess and she doesn’t have the technological wherewithal to fix it. Even worse, she needs to somehow integrate all of that data with existing systems in legal and finance. Managing data and people in other departments? It’s quite a pain in the toosh, to say the least.Feel like you know Sample Sally a little bit better now? Great. Now, who else might come into HR Solutions Galore’s lead queue who looks like a good fit, but in reality, ends up being a total bust?Our fake exclusionary persona, Legalese Leonard! Instead of giving you the brief summary like we did above, let’s break down exactly what kind of information your exclusionary persona would include by showing you how you’d fill in the persona template.Fill in Basic Demographic Information Pay special attention to the “Identifiers” section. This is how your sales team will know when they’ve hooked a Lenny — or your exclusionary persona equivalent — so they don’t invest copious amounts of time trying to close the deal.Provide Some Sample Indicators for Your Sales Team Pay particular attention to that last section, “How We Help.” Even if you’re not selling directly to your exclusionary persona, they may still work within your buyer persona’s organization. That means you have to be able to put their concerns at ease with your buyer persona, too, and your buyer persona may have inklings of this persona’s problems themselves.Gathering Data to Fill in Your Exclusionary PersonaYou may be wondering … where do I get all this information? The same way you got the information when you developed your buyer personas — by interviewing, surveying, and talking to leads, customers, and former customers. In fact, former customers are one of the best places to start! If you’re using closed-loop analytics, you can also reach out to those leads and customers who exhibit the behaviors we outlined in the second section of this blog post — “Why Should You Create Exclusionary Personas?” — to see if they have any common qualities.For example, you might interview a sample of customers who closed, but with a very low average sale price. Or perhaps you could speak with some customers with very low customer satisfaction scores, which might be an indication they were never really a proper fit for your company. And perhaps one of the easiest buckets of people to interview due to their sheer enthusiasm for your brand — you could get in touch with your biggest fans! You know, the ones who download your content incessantly, click through all your emails, and engage with you in social media … and have been doing so for years without ever converting into a customer. You can bet they’ll be pumped to talk to you, and you can learn a lot about them that might help you figure out why they aren’t a good fit for your product or service.As you pick out some of your less-than-ideal leads and customers and learn more about them, you’ll identify common characteristics and habits that will help you shape your exclusionary personas. If you need help with the process, reference our blog post, “Everything Marketers Need to Research & Create Detailed Buyer Personas” for a refresher.Have you created exclusionary personas for your business yet?Image credit: themonnie Originally published Sep 12, 2012 9:00:00 AM, updated August 27 2017 Topics:center_img If a salesperson doesn’t identify an exclusionary persona right away, it’s helpful to provide some more meaty indicators that they’ve snagged a live one. As their conversation continues, they’ll be able to better identify some of the common objections unique to your exclusionary persona, and may even recognize something that sounds pretty similar to the direct quotes you’ve listed.Fill in Your Exclusionary Persona’s Motivators Buyer Personas Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

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