Wednesday, October 19, 2011

Facebook and Consumer Learning Process



A great deal of successful marketing today depends on closely understanding consumer behavior. As a marketer, you may always be curious to understand what excites or motivates your customers into buying either your products or those of your competitor. Depending on the buying and consumption cycle of your product, there can be several factors that will determine the sales conversion ratio for your product.

Toward Right Learning

A successful sale happens when your customer understands his need and is convinced that your product can satisfy that need in a reliable way. Both these steps happen through a process, which is known as learning. Hence as a marketer, your job begins by ensuring that the customer perceives his need and, more importantly, finds the solution in your product

Right Learning and Right Conversations

At this very moment, you may be reading this article on your laptop or desktop. Remember the day when you had decided to buy your first computer. You must have considered many factors before finalizing which computer to purchase. One of the important decision points for a buyer is his circle of reference. It is natural for you, as a buyer, to discuss with your informed friends about the best brand. Positive references from friends and acquaintances help one make a decision.

How has Facebook changed all of this?

Research has shown that buyers do a great deal of product research on the Internet and most of the time choose to purchase the product either online or offline. The power of the Internet as a research and information resource has been realized to a great extent by customers worldwide.

The basics of consumer behavior, learning, reference groups, and buying decisions have remained exactly the same. But what has changed significantly is the speed with which everything happens. Technology has brought down the barriers in global communication. Social networking sites, and more importantly the rising popularity of Facebook, bears a strong testimony to the growing power of the Internet as a mode of communication and a source of information.

 

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Before and After Facebook

Like we discussed, most of the learning before the proliferation of Facebook and social media happened through advertisements on television. During the days of conventional media dominance, marketing was driven by the power to broadcast. Marketing communication was primarily unidirectional through blaring advertisements and press releases.

Word of mouth happened on a one-on-one basis, where the conversation would begin and end around a small group of people.

Today, a search on your favorite brand on Facebook may reveal many conversations about the brand, which may depict user's positive or negative experiences with the brand. Unlike the clandestine brand gossip of earlier days, the Facebook era ensures that conversations are documented and made easily available through social networking sites.

Brands trying to ignore this new medium find themselves in a state similar to an ostrich, with its head buried in sand, thinking the world cannot see it. The real image of the brand in people's minds shows up aloud these days through conversations on Facebook.

Facebook and Online Reputation

The power of Facebook, as discussed, has extended the scope of Word of Mouth beyond the good old conversation between friends. Today, each and every Facebook user is free to publish his views on your brand. The true effect of this happens whenever these conversations appear in searches and influence people's opinion about the brand image.

This is where online reputation, primarily on a widely accepted medium like Facebook, matters.

In a nutshell..
Managing a positive image of your brand requires you to expand your reach, more than what you would do in case of conventional media. The conversational nature of social networking sites, such as Facebook, demands a different approach. Unlike one-time broadcast by the conventional medium, Facebook stores each and every conversation and makes it available through the search option for anyone who is curious to know more about your brand.

That is the reason why it is a critical part of any brand plan to feature positively on social networking sites, such as Facebook. Engaging consultants who have experience in managing brands through the new era of social networks is a growing practice that can help brands manage the new wave.

 

 

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The Double-Edged Sword of “Healthy” Fast Food


What's on the menu at the big fast food chains lately? Oddly enough, the answer is… "health food!" Even more incongruous, many are marketing their food for weight loss. Healthy weight loss food at Taco Bell and McDonalds? Is this a noble move to be applauded, is it a big corporate money grab, or is it a double edged sword?

Remember Jared Fogle, the Subway guy? He lost 245 pounds while eating at Subway regularly. He simply picked the lower calorie menu items.  Seeing an opportunity, the local store owner pitched Subway corporate with an idea. Before long, Jared was the company spokesperson in their nationwide advertising campaigns which became known as The Subway Diet.

Sales doubled to 8.2 billion. How much the increase came from the weight loss ads is unknown, but there's little doubt that using weight loss as a marketing platform was a boon for the sandwich maker. Other fast food chains picked up the weight loss torch where Subway left off.

The latest is the Taco Bell Drive through diet, with their own skinny spokesperson: Christine! The ads, which are admittedly conservative, perhaps due to more stringent FTC laws, say Christine lost 54 lbs over 2 years by reducing her calories to 1250 a day, and choosing Taco Bell's new lower calorie "Fresco" items.

These include "7 diet items with 150 to 240 calories and under 9 grams of fat." For example, there's a chicken soft taco with only 170 calories and 4 grams of fat.

For people who refuse to give up eating at fast food restaurants, this is arguably a positive thing. Take my brother for example, He's not a total junk food junkie, but left to his own devices, he WILL make a beeline to Taco Bell and McDonalds.

I went to McDonalds with him a few months ago (I was dragged there), and he was about to order a bacon cheeseburger. I glanced at the menu and said, "That's 790 calories!" I glanced down at his belly then continued, "Look, they have chicken wraps. Why don't you have one of those?" Without questioning me, he agreed, apparently happy to get any McDonalds fix.

Right there at the counter they had the nutrition information sheets:

McDonald's honey mustard grilled chicken wrap: 260 calories, 9 grams fat, 27 grams of carbs, 18 grams of protein.

That saved him 530 calories. Am I happy there was something with only 260 calories on the menu? Absolutely. Do I applaud the fast food restaurants for offering lower calorie choices? You bet. But the big question is: are these really "healthy choices?"

A few journalists and bloggers recently answered, "These fast food diet items are NOT healthy, they're only 'healthi-ER.'"

I think they're both mistaken. I think this food is not healthy nor is it healthier. It's only lower in calories. If you eat lower calorie food, that can help you lose weight and if you lose weight, that can improve your health. But what if your definition of healthy food includes nutrition, nutrient density and absence of artificial ingredients?

Let's take a look at that very low calorie chicken wrap. Is it really healthier just because it's got 1/3 the calories of a bacon cheeseburger?

 

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Here's the ingredients straight from McDonald's website:

McDonald's Grilled Chicken Breast Filet (wrap): Chicken breast filets with rib meat, water, seasoning (salt, sugar, food starch-modified, maltodextrin, spices, dextrose, autolyzed yeast extract, hydrolyzed [corn gluten, soy, wheat gluten] proteins, garlic powder, paprika, chicken fat, chicken broth, natural flavors (plant and animal source), caramel color, polysorbate 80, xanthan gum, onion powder, extractives of paprika), modified potato starch, and sodium phosphates. CONTAINS: SOY AND WHEAT. Prepared with Liquid Margarine: Liquid soybean oil, water, partially hydrogenated cottonseed and soybean oils, salt, hydrogenated cottonseed oil, soy lecithin, mono- and diglycerides, sodium benzoate and potassium sorbate (preservative), artificial flavor, citric acid, vitamin A palmitate, beta carotene (color). (and don't forget the 800 mg of sodium).

HOLY CRAP! Shouldn't chicken breast be just one ingredient… chicken breast?

This is not food. It's more like what author Michael Pollan would call an "edible food-like substance."

What about the honey mustard sauce? The first ingredient after water is… SUGAR!

The flour tortilla ingredients? Enriched bleached wheat flour, also made with vegetable shortening (may contain one or more of the following: hydrogenated soybean oil, soybean oil, partially hydrogenated soybean oil, hydrogenated cottonseed oil with mono- and diglycerides added), contains 2% or less of the following: sugar, leavening (sodium aluminum sulfate, calcium sulfate, sodium phosphate, baking soda, corn starch, monocalcium phosphate), salt, wheat gluten, dough conditioners, sodium metabisulfite, distilled monoglycerides.

Trans fats? Sugar? Aluminum? Stuff you can't pronounce and have to look up to find out it's preservatives and disinfectants?

Don't confuse the issues: weight loss and health…. Calories and nutrition. There IS a difference, and that is what makes "healthy" fast food a double edged sword at best.

Some people, like my brother, simply aren't going to give up fast food completely. If I can get him to make better bad choices, that could help him control his weight. If that works, then I'm pleased that the fast food restaurants have such choices to offer.

But if you wanted to make a good choice - a healthy choice - you'd forget about "driving through" anywhere on a regular basis. You'd shop for whole, fresh, natural real food, keep a well-stocked kitchen… and learn how to cook.

The Subway diet, the Drive Through diet, or the Weight Watchers approved McDonalds menu (yes its true, what a pair that is!) Don't kid yourself – this is not only not healthy, it's not healthier – it's lower calorie junk food.

"Welcome to our restaurant sir. Would you like a large plate of dog poo or a small plate of dog poo?"

"No thank you, I will take neither. No matter what the serving size, crap is still crap."

 

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Count Down To Fitness Success

Count Down To Fitness Success
And Keep Your Motivation Drive Alive

There are many fantastic ways to get focused and motivated to begin a diet or exercise program, but often the most difficult thing to do is keep that drive and ambition alive for more than a few weeks and see your goal through to completion.

Within just weeks of starting, many people have already hit their first snag or setback, and as a result, have slipped backwards in the mental focus and motivation department. Setting goals in writing is an essential step to success, but how do you stay focused on them? One technique I have used ever since my very first bodybuilding competition 18 years ago, is...

The "contest countdown calendar."

I have used it ever since, through 28 competitions and it will work for you too, for any fitness goal.

I purchase a desk or wall calendar - the type that shows each week stretching horizontally across the page with an open block of space for each day.

After I set my goal and place a deadline on it, I do NOT stop there. I take out my calendar and start counting backwards from my target goal deadline to the present day.

T-minus 117 days....

T-minus 116 days...

T-minus 115 days....

I also fill in my workouts for the entire 3-4 month period, which is the typical length I allow for my mid-range goals like contest prep.

you would be shocked - pleasantly so - just how focused this keeps you. Even better still, you get MORE and MORE motivated with each passing day you countdown because the deadline is getting closer

Deadlines are absolutely critical to your success. Little gets done without deadlines.

There is a saying in management and psychology that "work will always expand to fill the time allowed for it's completion."

Remember term papers in school? when you were given a term paper assignment and you had the entire semeseter to do it, did you run home that first night and get crankin on it?

 

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How about after a week? two weeks? A month? TWO MONTHS?

probably not, eh?

If youre like most people, you put it off until the last minute and you barely got it turned in on time. In fact, there are always a few people who pull all nighters the night before!

Alas, the power of the deadline!

In your fitness endeavors, if you dont have IMPENDING deadlines that give you that twinge in your stomach that says "take action now, or else!" then you find it very easy to say to yourself, ' I have plenty of time so this one cheat meal doesnt matter... it doesnt make much difference at this point if I skip this one workout... I have time to make it up..."

And then, just like the term paper, you are scrambling at the last minute to reach your weight goal. But in the case of a your body, the consequences are more severe and painful than just a bad grade or late penalty.

Inevitably, you succumb to crash dieting and overtraining or other unhealthy fast-weight-loss madness, which eats up your own muscle like a hungry cannibal and sends you spiraling into the dark pit of metabolic damage and the inevitable plateau and weight gain that follow.

But the solution is so simple: Count your way down to success!

Don't stop with setting goals. Put your goal countdown on paper, review your goals every single day, AND know, every single day, how many days there are until your target goal date. You will stay more consciously focused and even better, your unconscious mind will go to work for you in keeping you motivated, on track, and on schedule. You'll come in for a landing on your goal deadline date like an F-16 landing on an aircraft carrier.

I just did my countdown calendar earlier this week... T minus 117 days til my next bodybuilding competition, and thanks to this simple but powerful technique, I'm already focused like a laser beam and have been making steady progress without so much as a hiccup...

Don't under-estimate this simple technique... Give it an honest test... because it's often the simplest motivational techniques that are the most powerful of all!.

 

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Top 20 Questions About The Stress Hormone

Cortisol, Stress And Body Fat: Straight Answers To The Top 20 Questions About The Stress Hormone

It seems that every time science uncovers some type of association between body fat and anything, opportunistic entrepreneurs are waiting in the shadows to create a product and a marketing campaign around it. They ride the wave into the multi millions, until the buzz dies down or until the Federal Trade Commission (FTC) sues and slaps a padlock on their warehouse doors. Then, it's on to the "next big thing in weight loss," because they know there will always be a gullible crowd eagerly waiting for the next quick fix. The most recent example is when researchers discovered a correlation between cortisol and abdominal body fat. Cortisol was then blamed as the latest culprit in the obesity problem, and cortisol-suppressing pills were touted as the "miracle solution."

Big Claims, Little Proof

After a web search on the subject of cortisol, here are some of the claims you may find:

  • Stress makes you fat
  • Cortisol is what makes you fat
  • Cortisol reducing supplements control stress
  • Cortisol reducing supplements reduce belly fat
  • Cortisol reducing supplements get rid of "stress fat"
  • Cortisol reducing supplements balance hormone levels that cause stress
  • Cortisol reducing supplements increase muscle growth
  • Cortisol supplements suppress appetite
  • Cortisol supplements speed up metabolism

     

The advertising claims include just enough scientific fact to make even the savviest consumers say, "That makes sense, I think I'll try that." They also hit home emotionally by focusing on common hot buttons such as stress (who isn't at least a little stressed in this day and age?) Brilliant marketing. Convincing. Unfortunately, most of the claims being made are completely false, with only a tiny thread of truth woven in.

Cortisol is a very important hormone that you must understand if you want to get maximum results from your training and nutrition programs, but if you don't educate yourself, you may become one of the millions of victims to fall for this latest fad. The answers to the frequently asked questions in this article will arm you with the science-based facts, while helping you steer clear of the hype-based scams.

 

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What is cortisol?

Cortisol is a hormone produced by your adrenal glands. It falls into a category of hormones known as "glucocorticoids", referring to their ability to increase blood glucose levels. Cortisol is the primary glucocorticoid.

Why does your body produce cortisol?

Cortisol is a stress hormone. Your body produces cortisol in response to stress, physical, mental or emotional. This can include extremely low calorie diets, intense training, high volume training, lack of quality sleep as well as common daily stresses such as job pressures, fights with your spouse or being caught in a traffic jam. Trauma, injury and surgery are also major stressors to the body (Note: much of the research done on cortisol and stress has been done on recovering patients, and such findings may not carry over to healthy, athletic populations).

What does cortisol do?

Cortisol is part of the fight or flight response. Faced with a "life or death" situation, cortisol increases the flow of glucose (as well as protein and fat) out of your tissues and into the bloodstream in order to increase energy and physical readiness to handle the stressful situation or threat.

How do you know whether your cortisol levels are high?

You can get your cortisol levels tested if you choose to. The most common method of testing is a blood test (blood cortisol levels). Saliva and 24 hour urine tests are also available.

What is a normal level of cortisol?

Cortisol levels are higher in adults than children and levels fluctuate throughout each 24 hour period, so tests must account for the time of day. Cortisol concentrations are highest in the early morning around 6 – 8 a.m. and they are also elevated after exercise (a normal part of your body's response to exercise). The lowest levels are usually around midnight. According to the Medline Encyclopedia, normal levels of cortisol in the bloodstream at 8:00 a.m. are 6-23 mcg/dl.

Should you get your cortisol levels tested?

For serious competitive athletes, it may be worth the time, expense and inconvenience to have cortisol tests done on a regular basis. Some strength and conditioning coaches insist on it. For the average trainee, as long as you are aware of the factors that produce excessive cortisol and take steps to keep it in the normal, healthy range, then testing is probably not necessary.

Is cortisol related to abdominal obesity?

Yes. There is a link between high cortisol levels and storage of body fat, particularly "visceral" abdominal body fat (also known as intra-abdominal fat). Visceral fat is stored deeper in the abdominal cavity and around the internal organs, whereas "regular" fat is stored below the skin (known as subcutaneous fat). Visceral fat is particularly unhealthy because it is a risk factor for heart disease and diabetes.

Does Cortisol Make you fat?

No, cortisol is not "the thing" that makes you fat. In fact, one of the effects of cortisol is to increase the breakdown of stored adipose tissue into glycerol and fatty acids where it can enter the bloodstream and then be used as energy. High levels of cortisol are merely one contributing factor to storage of abdominal fat, not the primary cause. An excess of calories from too much food and not enough exercise is what makes you fat.

If cortisol is related to abdominal obesity, then will taking a cortisol suppressing pill get rid of abdominal (belly) fat?

No. Just because there is an association between high cortisol levels and abdominal body fat doesn't mean that a taking a cortisol-suppressing pill will remove abdominal body fat. The studies which showed a relationship between cortisol and body fat did not test whether suppressing cortisol removes fat that is already deposited on your body.

Does stress make you fat?

No. If it did, then everyone who is stressed would be gaining fat. Many people lose weight while under stress. In some studies, test subjects with the highest cortisol (and stress) levels lost the most weight. Stress, by itself, does not increase body fat. However, if stress stimulates appetite and leads to overeating, then the excess calories from "stress eating" can make you fatter.

Is cortisol is bad for you?

Cortisol is not "bad for you," it is a hormone that is essential for life as part of our natural stress response. There are many hormones in our bodies, which in the proper amounts, maintain good health, but in excess or in deficiency, have negative effects or even contribute to health problems or diseases. Cortisol is no different. For example, Cushing's syndrome is a disease of high cortisol levels, while Addison's is a disease of low cortisol levels. You want to maintain a healthy, normal level of cortisol, not suppress your cortisol to nothing or allow it to remain elevated.

Chronically elevated cortisol levels may have a variety of negative effects. Cortisol is catabolic and elevated cortisol levels can cause the loss of muscle tissue by facilitating the process of converting lean tissue into glucose. An excess of cortisol can also lead to a decrease in insulin sensitivity, increased insulin resistance, reduced kidney function, hypertension, suppressed immune function, reduced growth hormone levels, and reduced connective tissue strength. Chronically elevated levels of cortisol can also decrease strength and performance in athletes.

 

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Can suppressing cortisol improve your muscle growth and strength?

High cortisol levels can increase muscle protein breakdown and inhibit protein synthesis (building up muscle proteins), so a chronically elevated cortisol level is clearly counterproductive to building muscle. Bringing elevated cortisol levels back to normal may improve recovery, strength, hypertrophy and performance. However, there is no scientific evidence that reducing your cortisol levels below normal will have any effect on increasing strength or muscle growth.

Should you take a cortisol-suppressing supplement to help you lose weight?

In my opinion, no, absolutely not. Cortisol suppressing supplements are not a valid solution for losing weight. The FTC has filed lawsuits against the makers of Cortislim and Cortistress, charging them with making false and unsubstantiated claims that their products can cause weight loss. Lydia Parnes, acting director of the FTC's bureau of consumer protection says, "The defendant's claims fly in the face of reality. No pill can replace a healthy program of diet and exercise." Reducing excessively high cortisol levels through supplement use may prove beneficial in some ways for hard training athletes. However, pills do not make you lose fat. Body fat is lost by creating a caloric deficit through exercise and nutrition.

Should you take a cortisol-suppressing supplement to help control your stress levels?

There are quite a few supplements, mostly herbs, which are reputed to have "calming," "relaxing," "tranquilizing," "stress-relieving" or "anti-anxiety" effects. These include Magnolia bark, kava kava, valerian, L-theanine and too many others to mention. However, very few studies exist which have directly tested the effects of these herbs on cortisol levels. Although some people may find value in these types of products, the ideal solution is to reduce the stress or change your perception of the stress to lessen its physical effects. Treating symptoms does not remove causes. It can be dangerous to "band-aid" the effects of stress while the stress remains in place.

What should you do if you have a lot of stress in your life?

It makes sense to take steps to reduce stress in your life and lessen the impact of stressors that cannot be avoided. Trying to avoid stress completely is not possible, nor is it desirable. Stress is an important part of life because you can't achieve positive adaptations and growth without stress to trigger them. It's continuous stress that you want to avoid. It's okay to expose yourself to stress, provided there is a sufficient period of rest afterwards so you can fully recover.

One of the best ways to keep cortisol in the normal range is to reduce stress and allow time for recovery and renewal. There are effective and natural means of reducing stress that don't cost a penny, including getting out in nature, deep breathing, enhancing sleep quality, relaxation exercises, meditation and visualization-guided imagery. It's important to develop a calm mind and sense of tranquility.

What's in those cortisol pills anyway?

The ingredients can vary in type and quantity from one brand to the next. Some ingredients are included in the formulations to have a relaxing or stress reducing effect, some are included to reduce cortisol levels, while others are aimed at insulin and blood sugar stabilization. Cortislim, for example, contains Magnolia bark, beta sitosoterol, theanine, green tea extract, bitter orange peel extract (source of synephrine), banaba leaf extract, vanadium, vitamin C, calcium and Chromium.

Other ingredients that are often used in the various product formulations include Epidemium, phytosterols, tyrosine, Branched chain amino acids, ginseng, ashwaganda, astragalus, kava kava, St. John's wort, Melatonin, SAM-e, Valerian, Gingko Biloba, Phosphatidyl Serine (PS), Acetyl L-carnitine and Glutamine. Reviewing all of these is beyond the scope of this article.

If you decide to take a cortisol suppressing supplement what should you look for?

Before you even think about supplements (or drugs), keep in mind that unnatural suppression of cortisol may not be wise or necessary, especially if you haven't used all the natural cortisol and stress management strategies at your disposal first. Once your nutrition, training and recovery bases are covered, there is some solid research showing that certain supplements may be beneficial, especially for athletes engaged in extremely hard training.

Carbohydrate consumed with lean protein immediately after training has a cortisol suppressing effect. High glycemic index (GI) carbs in particular, cause an insulin spike, which not only helps restore muscle glycogen, stimulates protein synthesis and kick starts the recovery process, it also helps lower the exercise-induced rise in cortisol. The research supporting this practice is substantial. (This should serve as a warning to people on low carb diets that are so strict that they don't even allow small amounts of carbs after workouts). Rather than solid food, many athletes prefer a liquid "meal" using a commercial post workout drink containing whey protein and maltodextrin plus dextrose or glucose (fast acting protein and high GI carbs) because the rapid absorption time may speed recovery.

Vitamin C, known mainly for cold or flu protection and antioxidant properties, may decrease cortisol levels. A study by Marsit, et al showed a reduction in cortisol levels in elite weightlifters taking 1000 mg. of vitamin C per day. Other studies have reported similar findings.

Phosphatidyl serine (PS) is a phospholipid, which appears to have cortisol suppressing properties. Studies by Fahey and Monteleone have shown that daily doses of 800 mg can reduce cortisol. These studies did not conclude that PS would help you lose weight or gain more muscle.

Glutamine is an amino acid, which in some studies, has been shown to decrease cortisol and prevent a decrease in protein synthesis. Many strength athletes swear by glutamine for improved recovery, but the research is still not conclusive about efficacy or dosages for athletes or bodybuilders. Much of the research on Glutamine was performed on patients recovering from surgery, burns or traumas (severe stresses to the body).

Acetyl-L Carnitine (ALC) has been studied in Alzheimers patients as a method of improving cognitive function. One study showed that long term use of Acetyl L Carnitine lowered cortisol in the Alzheimers patients. Research on rats and mice has shown that ALC increases luteinizing hormone, which may in turn elevate testosterone. Whether these findings carry over to healthy athletes has yet to be proven, but some coaches and athletes believe that ALC lowers cortisol and elevates testosterone.

It's important to note that the research on some of these substances is often conflicting and inconclusive. It's also important to note that many of the cortisol suppressing supplements which are marketed to athletes or to people seeking weight loss do not contain doses anywhere near the amounts that were used in the research. (Yet another way that supplement companies deceive consumers).

How can you lower your cortisol levels naturally?

You can lower cortisol naturally. In fact, if you are overtrained, unnatural cortisol suppression may be nothing more than a "band aid," and continued overtraining can lead to adrenal exhaustion, which could take months to remedy. Sometimes the best thing you can do is take a rest or decrease your training volume and intensity rather than artificially attempt to suppress cortisol. Symptoms of overtraining include elevated resting pulse, sleep disturbances, fatigue, decreased strength and decreased performance.

  • Avoid very low calorie diets, especially for prolonged periods of time. Low calorie dieting is a major stress to the body. Low calorie diets increase cortisol while decreasing testosterone.
  • Use stress reduction techniques (stress, anger, anxiety, and fear can raise cortisol)
  • Avoid continuous stress. Stress is an important part of growth. It's when you remain under constant stress without periods of recovery that you begin breaking down.
  • Avoid overtraining by keeping workouts intense, but brief (cortisol rises sharply after 45-60 min of strength training)
  • Avoid overtraining by matching your intensity, volume and duration to your recovery ability. Decrease your training frequency, and or take a layoff if necessary.
  • Suppress cortisol and maximize recovery after workouts with proper nutrition: Consume a carb-protein meal or drink immediately after your workout.
  • Get plenty of quality sleep (sleep deprivation, as a stressor, can raise cortisol).
  • Avoid or minimize use of stimulants; caffeine, ephedrine, synephrine, etc.
  • Limit alcohol (large doses of alcohol elevate cortisol).
  • Stay well hydrated (at least one study has suggested that dehydration may raise cortisol).

How do you spot a weight loss pill scam?

The cortisol pill is just one in a long string of bogus weight loss products, and it won't be the last! Why? Because weight loss supplements are big business! Eight or nine figure fortunes have been made from the sales of a single product, which was later proven to be a total farce.

How do you protect yourself? Do your homework! Don't take anything unless you know exactly what's in the product, why it's in the product and how much is in the product. Review the scientific research. Don't buy a weight loss product just because a radio personality says it works! Don't jump on the phone with your credit card in hand after watching a thirty-minute infomercial! In this day and age, you have to be smarter than that!

Conclusions

Excessive cortisol is not good. But cortisol is not inherently bad; it's a vitally important hormone and part of your body's natural stress response. Cortisol does not make you fat. Stress does not make you fat. Stress may lead to increased appetite… Increased appetite may lead to eating too much… Eating too much makes you gain fat. Make sense?

Cortisol suppressing agents may have some practical uses. But rather than thinking of cortisol supplements as a weight loss miracle (which they most surely are not), get yourself on a solid exercise and nutrition program and seek natural ways to enhance recovery and reduce stress. By doing this first, you may be pleasantly surprised to find that you're losing fat and gaining muscle and there isn't a need to take supplements at all.

 

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Build a Bigger Chest in 3-4 Workouts or Less


If your pecs are a weak body part, or, if you've simply hit a progress plateau in your chest development, then this high intensity chest training program will pack slabs of muscle mass on your chest after just 3-4 workouts - and I guarantee it. This is a high intensity bodybuilding workout for advanced bodybuilders only. (Beginners don't even think about it...)

I'm currently on workout 3 of 4 in this pec routine and the results have been so impressive that I decide to write it up for you before I even finish the final workout next week.

Considering I'm on a calorie deficit in a cutting phase, I'm especially impressed with the increase in my chest size and development after 3 workouts. You're not going to gain much if any muscular body weight if you are in a caloric deficit, but NO DOUBT, you can improve the development of a muscle group even while cutting up. This is a perfect example. I'm going to return to this program again for sure on my next mass phase. This program is called…

Multi-Angular Rest Pause With Pump Finisher

Here's how it works. You select two exercises. For exercise one (the main course), I chose a basic pec mass exercise that can be done at any angle from steep incline to flat bench. Thats the primary exercise you stick with for all 4 workouts. Incline Dumbbell Press was the natural choice. I set up on a fully adjustable bench that allows multiple angles of incline.

For exercise two (dessert), I chose an isolation exercise for a pump finisher, and it changes with every workout.

Here's the sequence:

A1 Incline Dumbbell Press - steep incline - about 65-70 degrees
6 reps
rest 10 seconds

A2 Incline Dumbbell Press - medium (regular) incline - about 45 degress
6 reps
10 seconds

A3 Incline Dumbbell Press - low incline - about 20-25 degrees
6 reps
10 seconds rest

A4 Dumbbell Press - flat bench
6 reps

Now rest 2 - 3 minutes.

That's one "set." Technically of course, that is FOUR SETS, done in rest pause fashion, so lets call it one "round" for clarity's sake.

Yes… that was round ONE. Now do it two more times.

Note: It helps a lot if you have a training partner change the bench angle so you can stay seated and keep the dumbbells in your hands. Doing it alone is slow and cumbersome.

For poundage, youre going to have to go MUCH lighter than usual. Although I don't train heavy pecs anymore, last time I did, I was doing 6 reps with 125s on the incline. So for this program I took about 50-60% of that; 70 lbs on workout 1, 75 lbs on workout 2,and 80 lbs on workout 3. On the last one, I had to drop to the 75s to finish all 3 rounds and even then I needed some forced reps towards the end.

You may need to decrease the weight on the 2nd or 3rd round, but if at all humanly possible, do NOT reduce the weight during each round. Doing all four angles at the same poundage is the whole idea.

What may happen, especially if you even slightly overestimated your starting poundage, is that reps may drop with each angle change within a round. First angle - 6 reps is easy. second angle, a little harder, but still no problem. Third angle, you might only squeeze out 5 reps or hit honest failure on the 6th rep. 4th angle (flat), you might hit total failure on the 4th or 5th rep.

Now this is also where a training partner comes in. This routine should not be attempted without a spotter. Sorry, but you are a dork if you try to do this without a spotter. This program causes HONEST muscle failure (I'll explain that in more detail shortly), so you need the spotter for safety, but moreover, you will need a spotter's assistance to complete forced reps, at least on the final round or two, if not the first round. In general, forced reps should not be overused, but they play an important part of this program.

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Ok, where were we? Oh yeah, you just finished your 3rd round. You might be finished! Yeah. some people will be DONE, KAPUT, ZONKED, BONKED, NUKED, GAME OVER, after 3 rounds of that (think about it - that was 12 sets, disguised as 3 sets!) However, for those who want the full course…. come with me and lets finish off those pecs with the pump (oh, you thought were already pumped… heh.. just wait…you'll see what a pump is!)

The second exercise (exercise B) is going to be an isolation exercise.. ie., DB flye, cable crossover, machine flye (pec deck), etc., and you will perform 20-25 reps, non stop in piston-like fashion. use a steady quick tempo, but not so fast that you use momentum.

This isolation /pump exercise will change with every workout:

B1 Workout 1: standing cable crossover
2-3 sets, 20-25 reps

B1 Workout 2: machine flye or pec deck
2-3 sets, 20-25 reps

B1 Workout 3: decline dumbbell flye
2-3 sets 20-25 reps

B1 Workout 4: flat bench cable flyes in cable crossover machine
2-3 sets, 20-25 reps

That's it! That's the whole program. Three rounds of multi-angular rest pause, then finish your workout with 2-3 sets of 25 reps on a pumping, isolation movement.

This routine is performed within a standard bodybuilding type of split, so it should be done once in 5-7 days, no more. You would probably do another body part after chest,such as biceps or triceps, depending on how you organize your split routine.

I would recommend advanced bodybuilders use this program a couple times a year if and when they need a boost in chest development. This is not the type of program you would use all the time. You would burn out and overtrain.

There's one more very important part of this routine - progression.

On the Incline Dumbbell Presses, you will increase the poundage with every workout. Keep in mind, you will not be able to complete all 3 rounds at all 4 angles for 6 unassisted reps. Its going to get harder each time, even as you get stronger. You may have to use a spotter more with each progressing workout. You may also find that on workout 1 or workout 2, you can complete all 3 rounds with the same dumbbells, but on workout 3, by the 2nd or 3rd round, you have to drop the weight or you'll barely be getting 2 or 3 reps.

Now let me re-emphasize the importance of a spotter. Theres something thats going to happen when you do this routine that does not happen often. You will hit what my training partner and I call "HONEST FAILURE." This means that your muscles literally fail, or give out right underneath you. Mind you, this is not something you would usually aim for, but that's just the nature of this program and this is only a 4-workout high intensity "shock" type of routine.

When I say your muscles will give out, I mean that literally. On the last rep or two of 3rd or 4th angle, of the 2nd or 3rd round, your arms may literally buckle underneath you. That's honest failure.

You see, there are several types of failure… First there is "sissy failure".. that's when there is a lactic acid burn or a fatigue in the muscle (you're tired) and because it hurts or youre tired, that causes you to stop. Thats sissy failure (sarcasm).

Then you have positive failure. This is where you can no longer push the weight up in a concentric motion, but you are still able to lower the weight and exert an upward force against the weight. For example, you're bench pressing and you hit the "sticking point," but you are holding that bar at the sticking point (its not coming back down), and you're still exerting force to push the bar upward, but the bar simply isn't moving up!

Then you have honest failure. This is where the muscle simply gives out.. it buckles. you have reached concentric and eccentric failure. This type of failiure is rarely discussed. In fact I don't recall anyone ever writing about it except for Arthur Jones and Ellington darden and the rest of the High Intensity Training (HIT) camp.

Rarely does any bodybuilder tread in this territory, and for good reason, as it is really not necessary and can be dangerous for anyone but a veteran who knows what the heck he is doing - and all the kidding aside for a moment, Im serious about this. Its no joke if your chest and arms give out from underneath you and you dump a 70 or 80 pound dumbbell on your face. (you do like your teeth, don't you?)

However, as a technique you use on rare occasion for a shock routine that breaks through progress plateaus, that untrodden territory is there… for those who dare. There is something about this particular program (multi angular rest pause) that takes you there. You've been warned! Train hard, but be safe!

 

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The Difference Between Losing Fat And Losing Inches

Body Wraps and Waist Wraps: The Difference Between Losing Fat And Losing Inches

"Body wraps" have been around for ages in the weight loss and spa industry. Claims include loss of body weight, loss of body fat, and loss of inches. Infomercials for rubber "waist belts" are also back on TV and similar claims are made for these types of wraps as well. What few people realize is that there is a huge difference between losing fat and losing inches. When your body fat decreases, your circumference measurements will usually also decrease, but "fat" loss and "inch" loss are not one in the same. If you don't know how to tell the difference, you could be falling for one of the oldest, most notorious fitness and weight loss scams in the book.

The truth is, body wraps and waist belts do not shrink fat cells or burn body fat - no matter what type of wrap is used: bandages, plastic, foil, vinyl, or rubber and regardless of what you are wrapped in: herbs, minerals, enzymes, seaweed, clay, or mud - it doesn't matter. Fat can only be lost with a caloric deficit from a reduction in food intake, an increase in activity or ideally, a combination of both.

Whenever you see fat loss claims for wraps or any other product which doesn't involve a caloric deficit created though nutrition or exercise, the "scam alarm" should go off in your head, and you should always stay away, no matter how compelling the sales pitch.

Furthermore, the companies making fat loss claims would be in hot water with the Federal Trade Commission (FTC) if they were investigated and caught because claims for body fat reduction from wraps cannot be supported with scientific evidence.

The FTC as well as numerous state attorney general's offices have already taken action against body wrap companies in the past for false advertising and unsupported claims. Some companies simply had to stop making false claims, others had to pay stiff fines as well. The problem, from a legal and ethical standpoint, is the claim being made. Remember, "inches" and "fat" are not the same thing.

Some types of wraps can definitely take off inches (for example, they might reduce the circumference measurement of your waist, hips, arms and legs), but it's not fat, its water weight and fluid, and the results are temporary.

Suppose this claim is made in an advertisement:

* Lose Up To 15 inches in 1 Hour! *

This is legal advertising because the claim "lose inches" might be supportable (if enough circumference measurements are taken with a tape measure at enough sites, that might add up to a total of 15 inches in circumference loss)

However I believe that these types of claims are misleading (and probably intentionally so), because "inches" is not the same as body fat but the product vendors know that you might easily confuse "inches" with "fat."

 

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Contrast that claim with this one:

* Lose Body Fat without diet or exercise in 1 Hour!*

That claim is totally false and scientifically unsupportable.

Again, body wraps cannot burn fat or "shrink fat cells."

If fat loss could be achieved with body wraps, it would be very easy to test and prove.

Body composition (body fat) testing (rather than measurements of inches) could be performed before and after the wrap, and the answer ("does it work") would become easily exposed.

Since it doesn't work, you won't find any wrap people accepting your challenge to allow you to do independent body composition testing, nor will you find a shred of scientific evidence showing reduction of bodyfat from wraps.

Unfortunately, bogus fat loss claims are still quite widespread, as a simple Internet search for "body wrap" will demonstrate. The most frequently used claims however, are for loss of "inches."

The inches lost simply come from loss of fluid. And guess what - those inches (and or water weight) will come right back in days if not hours, as soon as you completely re-hydrate yourself.

Other claims made for body wraps include detoxification, improved circulation and tighter, smoother and clearer skin. Most health and fitness researchers, as well as government agencies such as the Food and Drug Administration (FDA) will tell you that these claims are "debatable" and mostly anecdotal.

Some experts even warn that certain types of wraps can be dangerous, mainly due to the rapid and excessive fluid loss/dehydration.

If you want to get wrapped because you find it relaxing or you consider it a "spa-like" treatment, that's one thing. Just remember, wraps have absolutely nothing to do with fat loss.

I'd suggest completely avoiding any companies that advertise fat loss when it's only water and inches you're losing, because a dishonest company is one you don't want to patronize at all.

One last thing – this is a timely subject because although "body wraps" have been around for ages and it's old news, I noticed that infomercials for "waist belts" or "sauna wraps" are back on TV in force and I see that they are replaying the ads over and over again, which means people are buying it.

Everything I just said about body wraps also applies to those rubber waist belts too.

On a web search I just did for those rubber belt waist wraps, I noticed some of the websites are STILL making claims like "Melt fat" (totally bogus, unsupported and illegal claim).

Other sites seem to be wary of the FTC paying them a visit, so they do a whole song and dance around the legal issues by saying stuff like, "sweat away inches," "therapeutic heat", "target your problem areas" and so on. Even if these claims are not illegal, the promotions are still deceptive…

The professional fitness model is pictured taking off the rubber belt, revealing ripped six pack abs below... as if those abs are a result of wearing the belt! Wishful thinking! These are professional models, folks. They got the abs the same way everyone else with abs got them - with a calorie deficit from a combination of strict diet and hard training!

Wraps and waist belt products might take off some inches or water weight, but they can't take off a single ounce of fat. Buyer beware.

Programs like Burn The Fat, Feed The Muscle are focused on FAT LOSS, not water loss or loss of inches. When body fat decreases, circumferences in inches will also decrease, but "fat" lost and "inches" lost are not one in the same.

 

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Avoid This Killer Weight Regain Mistake


If you want to burn off fat and keep it off permanently, there are a few things you absolutely must do, and a new study from Wake Forest University has just uncovered another one…

Previous research has concluded without a shred of doubt that high levels of exercise are one of the keys to keeping fat off and maintaining your ideal weight. In this new study just published in the October 2008 issue of Medicine and Science in Sports and Exercise, researchers found for the first time, proof that the drop in physical activity that happens automatically during calorie restriction is directly correlated to weight regain.

We've known for some time that when you restrict calories, your level of non exercise physical activity (non exercise activity thermogenesis or NEAT), drops spontaneously, even if you don't realize it's happening.

Your physical activity energy expenditure (PAEE) also tends to drop when you restrict calories.

Basically, when you cut calories, you get sluggish, you move your body less, you don't feel like exercising and if you do exercise, you do it with with less "gusto."

This means that unless you intentionally counter this tendency by pushing yourself to keep active and keep up the intensity, despite your low calorie intake, your weight loss will slow down automatically as you continue with caloric restriction. (can you say, "fat loss plateau?")

The new twist to this story is that in this latest study the researchers followed up on the subjects through the maintenance period - with 6 month and 12 month checkups.

 

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This is significant, because most fat loss "success stories" are reported immediately after the weight loss phase, but you never know what happened to them afterwards.

Not surprisingly, it wasn't much of a "maintanence" period… almost everyone regained most of the weight.

The surprise was WHY they regained back the weight and WHO regained the most…

The drop in physical activity during the diet was directly related to the weight regain after the diet!

The researchers wrote,

"The greater the decrease in physical activity energy expenditure (PAEE) during the energy deficit, the greater the weight gain during the follow up."

"That won't happen to me," you say? Think again. That drop in activity usually happens unconsciously. It's part of the "starvation response" (or "weight-regulating mechanism" if you prefer). Your body tricks you in countless ways, in order to restore energy balance and stabilize your weight.

If you believe that diet alone is the answer or that you can skimp on the training, you are shooting yourself in the foot and thinking short-term.

When you extend out your time frame to a year or longer, you get a whole new perspective.

For years, I have been imploring my readers and subscribers to "burn the fat" with higher levels of exercise - strength training AND cardio training - while "feeding the muscle" with a higher intake of clean food, instead of simply "starving the fat" with low calorie diets and little or no exercise.

"Eat More, Burn More"… "BURN The fat FEED the muscle." those are the mottos you want to remember.

Can you lose weight without exercise? Of course. Just be sure you have a dietary-induced calorie deficit. Is it the best way? Not by a long shot.

Bottom line: If you want to MAXIMIZE your fat loss, and keep fat off permanently, it is imperative not only to keep up a high level of energy expenditure (BURN calories not just cut them), but also to make a conscious effort to make sure your activity level does not drop as you lose weight during the calorie deficit.

 

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