Jan 2018 advisor

Chronicle

E X I N G T O N C OChronicle UNT Y Lexington LCounty Marketing Ad-Visor

AND

The Dispatch-News SINCE 1870

January 2018 January 2018 1

Marketing

For Jerry Bellune’s Loyal Customers

Fulfill your dreams with smart advertising

Ad-Visor

a young millionaire’s secrets

What we can learn from EmilyWeiss and her loyal fans

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Accelerate Your Profit Builders Court the Millennials Terminate Your Profit Killers Limit choices, cut costs

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Marketing Strategies of the Month 7 secrets of compelling advertising

by Jerry Bellune Health Strategy of the Month Get fit and healthy this year

by Rachel Maxwell

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In the kitchen with Hannibal Buie Great German Jaeger Schnitzle Master Mind Tip of the Month Two heads are better than one Book of the Month Powerful Presentations by Dan Kennedy

Office: 803.359.7633 Fax: 803.359.2936 | P.O.Box 9 | Lexington, SC 29071-009

www.LexingtonChronicle.com

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January 2018

Lexington County Chronicle Marketing Ad-Visor

These field-tested strategies cut our operating costs, improved our productivity and morale and boosted

our bottom line. You can use these strategies to boost your bottom line, too.

Bottom Line Business ACCELERATE YOUR PROFIT BUILDERS

Court wealthy Millennials A lot of the people getting rich and spending money are Millennials.

They are a cautious group born between 1978 and 2004.

Millennials already spend $600 billion a year. That will grow to $1.4 trillion by 2020.

To sell to them, you must be authentic, caring and credible. Find ways

to appear transparent in your offers.

Make your advertising, blogs, website and other marketing helpful, useful and honest.

Answer prospect questions. Let them know you may not have the exact products and services they want.

You don’t want your advertising and marketing to them to look gim-

micky or salesy.

Coach your people to help prospects – not try to sell to them.

Walk the walk, not just talk.

For more strategies like this order Accelerate Your Profit Builders.

Email JerryBellune@yahoo.com

TERMINATE YOUR PROFIT KILLERS

Limit choices, cut costs German-owned Aldi is betting billions on its U.S. grocery stores.

It is betting it can succeed with an old strategy: Reduce your customers choices but increase the value of the choices you have to offer.

Researchers have found that the more choices you offer, the more it costs you. Plus your customers become overwhelmed by choices and you sell

them less. By narrowing choices, you make it easier for them to choose.

It has worked for Aldi in all its markets here and abroad. It has 10,000 stores and revenues of $80 billion.

Here are three questions for you: 1. Are you offering your customers too many choices that increase your costs? Does that only confuse them and you end up selling them less?

What Does Your Organization Need to Create a Highly Engaged Culture?

Kehoe Consultants, LLC kehoe12@earthlink.net Office (803) 951-0494 Mobile (408) 242- 1022

2. Are you offering your customers top quality choices instead? And at prices they can afford?

3. Are you tracking and measuring your customers response? Are your costs going down and sales going up?

For more strategies like this order Terminate Your Profit Killers.

Email JerryBellune@yahoo.com

4 Steps 1: Move from Managing to Coaching through training = Coaching Leaders 2: Employees involved in their own development through Training, Skills Practice & Coaching 3: Teams engaged by sharing their individual personal values, traits, skills & interests with their team plus individual coaching will “Launch” a Refreshed Team 4: Conduct “Stay” interviews with each top employee at all levels of your organization

Lexington County Chronicle Marketing Ad-Visor

January 2018

Marketing Strategies of the Month

7 Secrets of compelling advertising What advertisements, presentations and sales letters need

By Jerry Bellune JerryBellune@yahoo.com

1. Compelling offers.

• Include headlines that address a specific target audience (Moms, Boomers, Millennials, etc.).

For example: “What adult diaper makers don’t want you to know” • Identify a problem (pain) with a solution (relief) or a dream (your child’s education) with an offer (special instruction or tutoring).

For example: “Tired of shoulder and knee pain?”

2. Storytelling copy.

• Everyone loves stories.

Tell personal ones about customers’ experiences.

Study headlines in newspapers and magazines.

Cover lines are designed to entice readers.

• The story details the problem (example: a

woman with back pain and how you took care of her problem).

3. Testimonials.

Testimonials about your product or service from loyal customers, clients or patients make an impact.

If they received results or realized their dreams, it means your target buyer could do the same. This

Center Fit

eases — and often eliminates — buyer resistance.

Example: “I lost 36 pounds on the ___diet,” says Mary Jones of Irmo 4. Make it irresistible.

Split test to determine which offers generate the most leads. Feature your most profitable goods and services. Don’t waste your precious ad dollars

on stuff that won’t sell.

Example: “Does your family want an affordable week at the beach?”

5. A guarantee.

Take the risk out of their decision to buy. Less than 1% will ever ask for their money back.

Example: “Your money back if _____ doesn’t do everything we say it will and we’ll pay you to return it to us.”

6. Call for action.

• Get them off the couch with a deadline to prompt better results.

Example: “This offer expires at noon Friday” • Scarcity also triggers buyer response. Example: “We have only five left” 7. A P.S. to add value.

• This is the “Wait, there’s more...” you see on TV infomercials. It’s a “bribe” to get those “willing to buy” to become “ready to buy.”

To receive my Success Strategies newsletter email JerryBellune@yahoo.com

New Morning & Evening Kettlebell Classes!

Personal Training Small Group Training Low Impact Training for Active Adults Pilates

I am pleased to introduce Meredith, our new Kettlebell instructor! Meredith's personal journey with kettlebell training includes losing 95 lbs after having 3 kids and deciding to do something about her health.

www.CenterFit.net

803.240.5372

109 Fabrister Lane, Lexington & 372 Riverchase Way, Lexington

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January 2018

Lexington County Chronicle Marketing Ad-Visor

Fitness Strategy of the Month

How to become fit, healthy in 2018 Here’s all it will take to make this a banner year

By Rachel Maxwell Special to the Ad-Visor

How often do you choose to walk up stairs instead of taking the elevator? Do you wait for a parking spot near where you’re going?

How many consecutive hours do you sit on an average day? It’s easy to slip into a sedentary lifestyle.

Then you realize your mind and body are no longer on the same page.

It’s common. As you stop doing physical activity, it catches up with you. Moving less and less will result in you becoming less able to do things you once did.

For folks in their 40s, 50s and beyond, it’s more important than ever to physically exercise regularly.

Start moving more.

As we age, our ligaments and tendons become stiff and muscle mass starts to decline. If you’re not actively engaging in exercise, it is likely that you will begin to experience stiffness in your joints, less energy, stamina

and strength and diminishing balance. Once it becomes harder to move, you will be inclined to avoid moving even more. This results in a downward spiral.

The old saying is true.

“Move it or lose it!”

I work with people living this truth every day.

Most often, the answer is to decide to make a change.

Be intentional. Don’t accept that “this is just how it’s go-

ing to be.” That will keep you locked into a sedentary lifestyle and the recipient of all of the ailments that go with it. It is possible to work your way back into a more active lifestyle.

I see folks do it regularly.

I have a client in his 80s whose push-ups look better than folks more than half his age. He didn’t turn 80 and suddenly start doing beautifully executed pushups. He started exercising years earlier and kept at it five or more days a week.

Becoming physically fit doesn’t happen by accident.

It is a process that works best when you make it part of your normal routine.

If exercise is something that you do inconsistently, your results will be inconsistent. What are you waiting for? Decide to change course and get moving.

Rachel Maxwell is owner and head trainer at CenterFit in Lexington. Contact her at (803) 240-5372

The best ad bargain in town Blowfish begin 3rd season in lexington on Thursday, Page B1

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Chronicle And

The Dispatch-News sinCe 1870

Breaking news at lexingtonchronicle.com

Thursday, June 1, 2017 | Vol. 146, 32nd Edition | Two Sections, 28 pages

Pleasanton: The man who saved american history, Page A5

www.lexingtonchronicle.com | P.O. Box 9, Lexington, S.C. 29071 | $1

SCE&G: Lockout won’t stop local work

MelTdown

• Are nuclear reactors done for, locally? Page a4

low-down on lowes

Westinghouse shuts doors to New England workers

MeMorial Day 2017

• Grocer offers unique shopping experience, Page a3.

By Jerry Bellune JerryBellune@yahoo.com

For charITy

• Airport High raises more than $50K for Camp Kemo, Page a6.

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While Memorial Day is usually filled with grilling, fireworks and fun on the lake, I hope you all took the time to remember why we observe the holiday.

Countless men and women have paid the ultimate price so we can enjoy these freedoms.

chronIcle Poll

Annual Caughman-Harman Funeral Homes’ Memorial Day services on May

29 in Lexington.

‘They gave all of us a blank check on their lives’

Vote at lexingtonchronicle.com

Last poll: Are you happy with the proposed gas tax legislation?

You said: 70% No, 30% Yes

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Book Club ................B14 Business ...................A2 Calendar ....................A7 Church ......................A5 Classifieds ............B5-12 Columnists .........A10-11 Crime ........................A4 Holy Cow! History .....A5 News ............... A1-5, A8 Obituaries ..................A6 Opinion ....................A13 Parents & Kids ...........B4 Sports .................... B1-3 Tech Talk ..................A12 Travel .........................A8

Community, families honor veterans of nation’s wars “Blessed are the peacemakers for they shall be called the children of God.”

the 12th annual Memorial Day service.

It was a time for those who served and survived to honor those who did not come home and the families who mourned their loss.

“They wrote us a blank check when they took the oath,” Citadel graduate, veteran and re-

obey the orders of the President of the United States and the orders of the officers appointed over me, according to regulations and the Uniform Code of Military Justice. So help me God.” Rev. John Derrick of Emmanuel Lutheran Church called on them to remember those who took up arms to ans Affairs director Gary Baker fight evil and tyranny and libsaid, “some on their lives.” erate oppressed people.”

Baker read the Oath of EnVeterans Affairs Director listment for military service: Ed Lundeen said the county “I, _____, do solemnly swear has had someone in all of our that I will support and defend wars up to and including the the Constitution of the United Middle East.

States against all enemies, for“We have never forgotten eign and domestic; that I will them,” Lundeen said, “nor bear true faith and allegiance will we ever.” to the same; and that I will Those attending applauded

— Matthew 5:9 tired Lexington County VeterBy Mark Bellune and Jerry Bellune JerryBellune@yahoo.com

Accuracy and credibility are our major concerns. If you see an error, please email lexingtonchronicle@gmail.com or call 803-359-7633.

Copyright 2017, Lexington Publishing Company, Inc.

To Subscribe Call 803-359-7633

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A Westinghouse lockout of 172 workers at a nuclear components plant may affect construction elsewhere.

But S.C. Electric & Gas does not believe it will halt work at two nuclear plants near Lexington County.

“Reactor vessel components for Unit 3 are being manufactured at the Newington, N.H., facility,” SCE&G spokesman Eric Boomhower said.

“We believe these components are _ on schedule to ar• Are nuke plants rive on site doomed? in time for Page A4 installation.

We have already received reactor vessel components for V.C. Summer Unit 2,” he said.

Newington has locked out its union workers from a plant that makes reactor vessel barrels and other parts for new AP1000 plants such as those here and at Vogtle in Georgia.

“Disruptions,” one report said, “could further complicate construction.”

Lexington County-based SCE&G and Southern Company, which is build a single nuclear power generator in Georgia, are deciding whether to continue building their reactors or abandon construction after Westinghouse sought Chapter 11 bankruptcy protection.

SCE&G’s two new reactors are years behind schedule and billions of dollars over projected costs.

SCE&G officials have said their last option here is to halt construction, losing all of the billions its investors and customers have paid to build the two plants.

InsIde

MArK beLLune | CHroniCLe

Ernie Hall, a U.S. Navy veteran, plays “Taps” on his bugle during the 12th

do you think the sce&G nuke plants are doomed?

InsIde Today

It was a day to remember.

Almost 100 people — 40 of them military veterans — assembled Monday morning at Caughman-Harman Funeral Homes’ Memorial Chapel for

Gold Star families who have lost a loved one in war and Blue Star families who have a loved one in service somewhere in the world.

S.C. National Guard Major Gen. Van McCarty of Lexington said, “Gold Star mothers know the true meaning of this day. They have one less family member at Christmas.”

Gen. McCarty thanked the families of National Guard Lt. Ryan Rawl, Army specialist Thomas Caughman and Marine Lt. Almar Fitzgerald, all killed in the War on Terrorism.

As a county native, he said, “I challenge you to find any other community that has responded to the call to serve as we have.”

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Los Angeles-based humanitarian group rescues injured Gaston dog By roB coTTInGhaM cottinghamrob@yahoo.com

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Mail to: Lexington County Chronicle P.O. Box 9 Lexington, SC 29071-0009

Injured by a coyote trap, Hermione was in dire need of help.

But with the help of a few local friends, a humanitarian from Los Angeles managed to find Hermione and give her the treatment she needs.

“We got her! With help from an amazing team of volunteers, Hermione is now Safe!” Eldad Hagar wrote on his company’s Facebook page May 27. “Loreta Frankonyte will post updates from the hospital while I work with the vet to take this horrible

device off her foot.”

Hagar, founder of Hope for Paws Rescue, came all the way out to Lexington County after receiving video of Hermione being stuck in a trap.

Lexington County Animal Control received word about the dog on the night of May 21, and spent days looking for the small labrador mix, but could not find the evasive pup.

Hagar’s volunteers, however, managed to find her. They left for California on Memorial Day. It is believed Hermione will lose the leg injured by

the trap, but she has a new lease on life thanks to Hagar.

Now that the dog is in good hands, Lexington County spokesperson Harrison Cahill said the investigation will focus on the coyote trap.

“We’re happy the situation came to a beneficial end for all parties involved,” he said.

“We’re glad she received the medical care she needed and will soon find a forever home.

“We’re going to continue to look into the coyote trap — why it was there, who set it there, and how the dog became ensnared.”

Hermione is seen with her foot still stuck in a coyote trap shortly after Eldad Hagar and his volunteers found her. The dog has been treated and is being taken back to California.

Scoop’s special deal for our defenders A veteran-owned business.

Got loved ones in the military overseas?

Send them a complimentary subscription to the Chronicle’s online edition.

Call Rose with their email address at 359-7633

Their advertising also appears in the Lake Murray Fish Wrapper and at our online website LexingtonChronicle.com That delivers more than 30,000 prospective costumers for your irresistible advertising offers.

You offer your most popular product at an irresistible price plus bonuses and measure the results.

Call Linda Sauls or Jerry Bellune at 359-7633

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What you’re missing in the Lexington County Chronicle & The Dispatch-News:

"Official Newspaper of the Lexington County Blowwsh Baseball Team"

SCE&G: Lockout won’t stop local work

Residents gather to honor veterans on Memorial Day

Injured dog rescued

by L.A.-based humanitarian

Blowfish set to begin 3rd season in Lexington

Subscribe for our print and online editions!

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Photos by thomas Grant Jr. | ChroniCle

LEFT: Murray Price of Lexington, a 96-year-old World War II veteran bomber pilot in the Pacific, threw the ceremonial first pitch at the final game of the Big South Baseball Tournament at Lexington County Baseball Stadium between Presbyterian College and Radford University.

ABOVE: After throwing the pitch, Murray was presented a plaque of appreciation from Big South Commissioner Kyle Kallendar, right. Standing to Murray’s left are Presbyterian catcher Thatcher Coleman and Lexington County Recreation and Aging Commission Commissioner Billy Huckabee.

Meet the Newest Physicians at Lexington Rheumatology

Congratulations to all our graduates!

We are proud of you!

(L-R) Frederick A. Talip, MD • Bruce Goeckeritz, MD, FACR, CCD Maria Farooq, MD • Fernando Castro, MD • Janie C. “Kaki” Bruce, MD

Maria Farooq, MD

Frederick A. Talip, MD

Maria Farooq, MD, and Frederick A. Talip, MD, proudly join the boardcertified physicians and skilled staff Lexington Rheumatology. Dedicated to diagnosing and treating diseases of the joints and soft tissues, the practice offers a variety of on-site services for rheumatic and inflammatory disorders, including infusions for rheumatoid arthritis and osteoporosis, bone density exams and X-rays.

Now accepting patients.

LexingtonRheumatology.com •

146 North Hospital Drive Suite 550 West Columbia, SC 29169

(803) 936-7410

Rep. Todd Atwater District 87

Lexington County Chronicle Marketing Ad-Visor

January 2018

Cover story

A young millionaire’s secrets Develop a fan base that will help your promote your products

By Katherine Power Special to the Ad-Visor

Ever dreamed of starting your own business?

In 2010, Emily Weiss took the plunge and launched Into the Gloss, a beauty website.

In six years, Weiss was running a skin-care line, Glossier.

What are her secrets to startup success?

1. Involve consumers at every stage.

“A lot of companies spend a lot of time in marketing brainstorming ways to make their customer feel involved.

“We don’t want to make them feel involved. We want them to be involved,” she said.

Some of Glossier’s best ideas have been initiated by social media followers.

2. Think beyond sales.

Weiss believes engagement and community are a greater measure of success than traffic or sales figures.

You don’t have to be an expert to start your own business. She went to art school –not business school.

“I’m certainly not a beauty expert,” she says. Instead, Weiss involved experts and

consumers during the entire creation process to ensure her brand was in line with demand.

3. Clarify your market To thrive it’s important to be able to identify a market gap and show how your business fills that gap. For Weiss, Into the Gloss was about “demystifying beauty, making it really fun… and also connecting people,”

4. Build your brand.

Weiss believes ion building a brand that can operate on multiple platforms, be it a website, social media channel or retail space.

“People are consuming their content from different places,” she says of her company’s evolution. “Build a really strong brand that can operate anywhere and can evolve. A brand that can only live through a dotcom is limiting.”

Take a look at the #Glossier hashtag on Instagram. Weiss had the right idea. Her millennial fan base is so devoted that its products regularly rack up waiting lists in the tens of thousands.

They buy $60 sweatshirts with Glossier’s name across the chest.

You can pick the best brains Want to discover and practice the best business ideas of successful entrepreneurs?

Find out how others developed, promoted and marketed hign profit products and services?

We have compiled the best ideas of 22 successful entrepreneurs in one volume.

The book was planned and edited by veteran entrepreneur Jerry Bellune, author of 13 books.

He guarantees that if you don’t discover at least five high profit strategies in it, he will return your money.

To order you copy of “Killer Secrets of Successful Entrepreneurs” go to JerryBellune.com Click on Riverbanks Press and scroll down to the book. It will show you how to order.

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January 2018

Lexington County Chronicle Marketing Ad-Visor

In the Kitchen with Hannibal Buie

German Jaeger Schnitzel My first taste of Jaeger Schnitzel was prepared by our friend Elisabeth Crowe at an exceptional restaurant, the Lexington Arms. Elisabeth studied at Cordon Bleu in Paris.

She and her husband Duncan owned and operated it with their six children.

Jaeger Schnitzel with potatoes Serves 4 4 pork tenderloin cutlets 8 Tbsp all-purpose flour 1 Tbsp seasoning salt 1 tsp black pepper Mushroom sauce 16 oz sliced mushrooms 4 Tbsp butter 2 oz olive oil 1.5 cups chicken stock 1.5 cups dry white wine .5 cups cream 2 tsp mustard 1 tsp thyme, minced 2 tsp parsley, minced Salt to taste

Slice tenderloin into cutlets and lightly pound them to about halfinch thickness.

Prepare ingredients for the mushroom sauce. Dredge the cutlets and fry in butter until browned on both sides and set aside.

Make mushroom gravy.

Add more butter to the pan, add mushrooms and put the lid on to

sweat them for a few minutes.

Add the stock and wine and reduce the liquid by half with the lid off. Then add the cream and mustard and reduce by half again or until thickened.

Add the cutlets back to the pan, add minced herbs and put the lid on to reheat cutlets in sauce 3-4 minutes. Serve with potatoes.

Coming this Spring

Lexington County History in Pictures This special hardcover keepsake book features family and historic photographs from our county’s colorful past.

Please check your family photo albums for possibilities.

We still have space for our old photographs and will scan them for you so

that they never leave your possession.

Reserve copies with advance orders in January. They make ideal Valentine’s Day. Mothers Day and birthday gifts.

To include your photos or for sponsorship information, call Linda, Chuck or Jerry at 803-359-7633.

Lexington County Chronicle Marketing Ad-Visor

January 2018

Master Mind Tip of the Month

Two or more heads are better than one Have you ever struggled with a business problem or challenge that seemed to have no solution?

Believe it or not, all of us have.

When you bring those challenges to a group like our Chronicle VIP Club

with members in different professions, you get different ideas and solutions.

Don’t get caught in the ego-trap of thinking that everyone has to think just like you do or that you are the only one with the right answers.

Scoop’s Quote

Scoop

of the Month

Chronicle

““Whoever said that diamonds are a girl’s best friend never owned a dog.”

Too many people go nowhere because they judge everyone else’s choices, ideas and experience.

Want to join us as our guest to see what this will do for you? Call Rose Cisneros at 803-359-7633.

Scoop’s Health Tip Be sure to keep your pets’ vaccinations up to date, says my personal physician Dr. Ginger Macaulay. Ask your vet how often your pet should receive booster vaccines.

Scoop’s Coming Attractions January

What’s ahead in 2018 More than 25,000 prospects will see your print and digital ads for your products and services this year.

Ask about our seven-week Shop Locally series available with an article about you and your business.

• Readers’ Choice Awards 25,000 readers pick favorite shops and attractions.

• Explore Lexington County Annual guide to South Carolina’s most dynamic county.

• Lexington County History in Pictures A keepsake hardcover book of historic local photos.

• First Quarter Blitz Jan. 4 - March 29 Call Linda Sauls at 359-2203 to advertise to 25,000 prospects in this popular annual promotion for your business.

• Furry Friends - 3rd week each month Ask us about available sizes and rates.

• Your Good Health - 3rd week each month Once monthly campaign attracts consumers to your health care and fitness business.

• Call to Worship Weekly ads to attract new movers and those looking for a church in our community. Can be supported by a gift from someone in your congregation.

When you care enough to give your pet the very best care At Cherokee Trail Veterinary Hospital, we have been committed to your pet's health for more than 35 years. We are accredited by the prestigious American Animal Hospital Association.

Because your pets are beloved members of your family, we constantly strive to offer the finest, most compassionate care available.

Dr. Ginger Macaulay

Call us today to schedule your pet's next checkup.

803.359.6611

109 Palmetto Park Blvd, Lexington, SC 29072

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January 2018

A message from Jerry Bellune

Lexington County Chronicle Marketing Ad-Visor

Book of the Month

Powerful Presentations Selling by speeches and seminars

by Dan Kennedy & Dustin Mathews

In winter, a young man dreams of days in the South Pacific

Going native One wintry day, my wife told me she was running away from home. If I was a good boy I could run away with her.

She had found a Princess cruise including air fare to get us to Honolulu.

We would be cruising on the former TV Love Boat from Hawaii to Tahiti with stops along the way in several Hawaiian islands and at Bora Bora and Moorea.

With thoughts of Paul Gauguin in mind, I packed my tropical attire and took along my laptop to work on a book.

The book, “Your Life’s Great Purpose,” was finished in the Love Boat’s library while we were headed south across the equator.

We loved Hawaii, Bora Bora and Moorea.

Several interesting characters we met had gone native. They fished, hunted and worked whenever they needed a few bucks.

The only reason we came home was we missed our friends in Lexington.

Donald Trump won the White House in one of the most improbable election outcomes since Harry Truman upset Tom Dewey, And he did it with simple ideas: • Find out what’s on the customers’ (voters’) minds.

• Craft a campaign that will appeal to the majority of them in key markets (states).

• Use social media (Twitter), voter rallies and every other way to get his message to those who could elect him.

It worked didn’t it.

Ifthat could get Trump the presidency, imagine what

similar simple ideas could do for your business.

But many of us in business: • Are frightened of speaking in public and perhaps embarrasing ourselves.

• Wouldn’t know what to do if we had the opportunity to talk to prospective customers at seminars and other public events.

This little book could change all of that. It could lead you to higher profits.

The authors have done it in their businesses.

Their book can show you how to do it, too.

Designed by Jerry Bellune © 2018, The Bellune Co., Inc.