Health Upgraders

One aspect of writing a novel is beginning with a first sentence that sets a story into motion, then following that first sentence with other sentences that create the effect of a story unfolding from its starting point. This process of unfolding can draw an audience forward in a natural, compelling way. A story unfolding from an opening sentence can also create a natural revelation of information that makes assigning meaning to those details easy for a story’s readers.

Struggling or inexperienced writers often start novels with an introduction of characters or plot events while withholding that which would give those details a greater sense of dramatic purpose. The net effect, the opening scenes of stories can feel arbitrary as writers jump from one character introduction to another. These interruptions in what should be the on-going flow of the story are jarring. A story’s audience can be put into the position of needing to keep track of unrelated details. This quickly makes reading some novel manuscripts tedious and difficult.

Isaac Bashevis Singer is rightly renowned as a great storyteller. His prose is lyrical, graceful, and, on the surface, simple. His writing offers a great demonstration of how a story can unfold from a first sentence.

The opening sentence of Meshugah demonstrates Singer’s gifts as a storyteller.

First sentence,

It happened more than once that someone I thought had died in Hitler’s camps suddenly turned up alive and well.

This simple sentence says a great deal about the narrator, that he survived the death camps, that more than once he’s run into someone he thought had died. It also raises the immediate question, who has shown up that led the narrator to have this thought?

I usually tried to hide my surprise.

This raises another question, why does the narrator try and hide his surprise? This second sentence unfolds from the first sentence. This creates a seamless-effect.

Why create a drama or melodrama or let the other know I had resigned myself to his or her death?

This sentence offers an answer to the question raised in the second sentence. Again, the sentences are unfolding, raising and answering questions that continue to draw the audience forward. Struggling writers often ‘jump’ from sentence to sentence as they try and offer information about characters and story environments, without creating a reason for the audience to desire or need that information.

But on that spring day in 1952, when the door to my office at the Yiddish newspaper in New York opened and Max Aberdam walked in, I must have looked startled and grown pale, because I heard him roar, “Don’t be frightened, I haven’t come from the Great Beyond to strangle you!”

This sentence accomplishes a great deal. It…

Gives a time and place for the story.

Gives an occupation for the narrator.

Offers the name of the person who the narrator thought was dead.
That the narrator looks ’startled and grown pale’ suggests some kind of strained relationship with this man he thought dead. That raises the question, what was the nature of their relationship?

The description of the other man’s dialogue, the ‘roar,’ the line about “Don’t be frightened,” suggests a larger than life character who has cause to be angry at the story’s narrator. Why he would be angry is another question to be answered.
We also get the ‘name’ of this character, Max Aberdam, which begins to answer the question, who is this man who the narrator thought to be dead?

While this sentence offers a great deal of information, it offers that information within the flow of the story’s unfolding from that opening sentence.

I stood up and made a motion as if to embrace him, but he put out his hand and I grasped it.

This suggests the narrator is unsure of Max’s feelings toward him, and that Max clearly doesn’t want to be embraced. This offers more definition of their relationship, while still leaving to be answered the question of why the relationship is strained.

He still wore a flowing tie and a plush hat with a wide brim.

First, we get a sense of who Max is, his presence, then we get a description of Max that begins to make his presence concrete. The details also fit in with the description of a larger than life character.

He was much taller than I.

By having the narrator compare himself to Max, the audience is allowed to begin to ’see’ the physical presence of the narrator. Here, that Max is both large and larger than life makes the details about Max ring true.

He had not changed much since I had last seen him in Warsaw, although I noticed specks of gray in his black beard.

This sets out where the narrator and Max knew each other, and adds another detail about Max’s looks.

Only his stomach had grown larger and more pointed.

This sentence tells us that Max has done well since the war, while it also suggests he was leaner when younger. If Singer had simply mentioned that Max’s ’stomach had grown larger,’ that would have been an ordinary detail. That his stomach is ‘pointed’ is unusual; it continues to suggest that even in his physical form, Max is interesting.

Yes, it was the same Max Aberdam, the Warsaw patron of painters and writers, the well-known glutton, guzzler, womanizer.

This sets out the kind of man Max was in Warsaw. There are several questions here, is he still the same kind of man? Did the war change him? How did Max survive the extermination of the Jews in the Warsaw ghetto?

He held a cigar between his fingers, a gold watch chain hung on his vest, and gems sparkled in his cuff links.

There’s a beautiful blend of setting out who character are while offering details that speak to a dramatic truth about each character.

Max Aberdam did not speak, he shouted — THAT was his style. He loudly declared: “The Messiah has come and I arose from the dead. Don’t you read the news in your own newspaper, or maybe you yourself are dead? If that’s the case, go back to your grave.”

This sentence speaks to a deeper story issue, that which is dead coming back to life, or that which is dying slipping into the grave. These sentences also continue to speak to the presence of Max.

“I’m alive, I’m alive.”

How alive the narrator is will be a question answered by the story.

“You call this living? Holed up in a smoke-filled office reading proofs? A corpse could do this. It’s spring outside, at least by the calendar. Have you noticed there is no spring in New York. Here either you freeze or you fry. Come, eat lunch with me, or I’ll tear you apart like a herring.”

Max is a larger than life character not just by how he is described, but by what he does.

“They are waiting upstairs for these proofs. It will only take five minutes.”

I did not know whether to address him by the familiar “thou” or the formal “you.” He was almost thirty years my senior. His loud voice had been heard in the outer office and several of my fellow journalists stuck their heads in the open door. They smiled at me and one of them winked, perhaps thinking I had another mental case as a visitor. Since I had begun my column of advice in the paper, I often had strange types in my office-distraught wives of vanished husbands, young men with plans for redeeming the world, readers convinced they had made some startling discovery. One visitor confided that Stalin was a reincarnation of Haman. I quickly read through the proofs of my article, “Scientist Predicts People Will Live to Be Two Hundred,” and handed it to the elevator man to be delivered to the tenth floor.

These sentences offer a much stronger overview of the narrator, that he writes an advice column that is read by many people.

When we got into a descending elevator, it was crowded with writers and typesetters going down to the cafeteria for lunch. But Max Aberdam shouted over their voices: “You didn’t know I was in America? Where do you live–IN the World of Chaos? I’ve been trying to reach you for weeks. Yiddish papers are all the same. You call up and ask for someone and they tell you to hold the phone, but nothing happens-they’ve forgotten you.”

These sentences suggest that Max has been living outside the country, leaving the details of where and what he was doing to be answered later. This passage also sets out that the narrator writes for a Yiddish newspaper. Since the Yiddish language is no longer as prominent in American Jewish life, the question of what is slipping into a grave in this story has been made clearer.

This is the first page and a half of Meshugah. These pages demonstrate Singer’s ability to suggest a story’s promise with wonderful, poetic language that unfolds from an opening sentence.

Bill Johnson is author of A Story is a Promise, and web master of Essays on the Craft of Dramatic Writing!, http://www.storyispromise.com

If you’re looking for an easy but effective way to garner publicity, try writing articles.

There are gazillions of ezines and websites looking for content; good, solid, well written content. And in my experience, most of them are happy to accept reprints.

But how do you write articles, and go about getting your articles known?

Firstly, you need to write about something that people are interested in. Pick a subject (or subjects) that you are knowledgeable in, but more importantly, the subject should be related to a book you have written and are currently selling.

I generally write about techniques used in writing. The reason is that it helps to spread the word about my ebooks for writers and the Writer2Writer.com website.

This gives me a lot of scope since there are a variety of writing related subjects to write about, and most are within my areas of expertise.

I’ve recently released a new book on fiction writing, so I’ve simultaneously released articles on specific areas of fiction writing, and they’ve been snapped up. (My affiliates are always the first to be notified of the release of articles, but later they become free-for-all.)

Sure, I’m not getting paid for them, but the sales that have resulted are worth much more than the lost income from selling the articles.

So how do you go about this lucrative form of publicity?

Firstly, find a subject that you are comfortable with. Decide what the focus of your article will be; the trick to writing articles that will bring publicity is to focus on just one subject.

As the owner/editor for the Writer2Writer.com site, I receive many article submissions. The majority of them are well written and within the scope of my requirements, but many have gone off on a tangent. Instead of focusing on the subject at hand – the focal point – they suddenly change direction and start discussing a totally unrelated subject. Readers will lose interest very quickly in an article that doesn’t deliver what it originally promised.

If your article is about marketing to targeted audiences, you must write only about that subject. Don’t suddenly change direction and tell the reader how to write great sales copy (for instance). That’s not the article’s purpose and has no right whatsoever being in that article.

Your readers expect and should get an article about marketing to targeted audiences, not an article about marketing to targeted audiences and writing great sales copy. Keep the copywriting information for another time. This is actually better from your point of view, because it gives you another article to write, which in turn gives you even more publicity.

So what do you include in your article? Here’s a very basic guideline:

1. State the problem.

2. Explain the results of this situation

3. Suggest solutions

4. Give examples

5. Sum up

6. Don’t forget your bio

And here are a few pointers to writing non-fiction articles:

• Use a title that explains the purpose of the article.

• Keep it tight; no sloppy prose.

• Try to keep within the boundaries of 300 to 1,000 words – 1,500 at the absolute most. Computer screens are much harder to read from than print, and people simply won’t continue to read if the article is too long.

• Don’t use flowery prose; it has no place in a non-fiction article.

• Give examples wherever possible. Don’t just say this is how to do it; show the reader as well.

• Don’t use your article to ‘advertise’ your book. If the article comes across as a huge sales pitch, the reader won’t even finish it. (And most ezine owners won’t use it.)

• Make sure the content is factual and informative.

• Always include your bio – which should be updated regularly to reflect your latest projects – and stipulate that your bio (or resource box, as some people call them) must be included.

If you have your own website (which I hope you do) devote a page totally to listing reprints of your articles. You can see mine here:

http://www.writer2writer.com/autoresponder.htm

The articles have all been added to an autoresponder, and can be requested quickly and easily by sending a blank email. I’ve found this to be one of the most effective ways of getting my articles republished time and time again.

There are also other avenues for getting the word out about your articles; most of them free.

Hint: I never pay to submit articles, and neither should you. There are a gazillion sites that will accept your articles without charging you for them.

Remember – money should gravitate to the writer, not away from him/her. Always!

It usually takes a while to get your account set up when you join most article submission sites (because you need to organise your bio, upload photos, book covers and so on) but believe me, it’s definitely worth it.

Here are a few sites to get you started:

http://EzineArticles.com/

http://www.AuthorConnection.com

http://www.loose-ends.net/

http://www.articlebar.com

http://www.ofspirit.com

http://www.digital-women.com/submitarticle.htm

http://www.articlecity.com

(As with everything you do, please read the terms and conditions before submitting to these sites. At the time of writing, all the above sites charged no fees for article submissions.)

You can also submit your articles manually to ezine or website publishers, but don’t make the mistake of submitting articles that are inappropriate for the publication. I have received a large number of articles about parachuting, shellfish, choosing the sound system that is appropriate to you, and loads of other subjects, all of which are totally unrelated to the craft of writing. I’ve also received a huge number of article submissions that contain little or no information.
If you can’t provide informative articles, then don’t bother. Without good quality information, publishers will not be interested. Not only does this waste the time of the publisher, it can also brand the writer as an amateur.
In the case of the inappropriate subjects, it was blatantly obvious that the writers hadn’t taken the time to check out the Writer2Writer.com website or guidelines to find out what sort of content would be suitable.

So do make sure you thoroughly research the targeted publication – guidelines included – otherwise you’ll be wasting a lot of time and effort. This is an incredibly easy thing to do on the internet, and costs you nothing.

So what are you waiting for? Get those articles written and watch your business grow! ©

Cheryl Wright is an award-winning Australian author and freelance journalist. In addition to an array of other projects, she is the owner of the Writer2Writer.com website and the Writer to Writer monthly ezine for writers. (http://www.writer2writer.com) She is also the author of a series of ebooks for writers. Her romantic suspense novel “Saving Emma” was released January 2005 by Whiskey Creek Press. Visit Cheryl’s website: http://www.cheryl-wright.com

The Law of Key Word Placement

Where you place your keywords in your title is crucial and goes against what you would normally assume to be true.

You want to have your key words in the first four words of your title. This is because the search engines, and readers, will notice these words more quickly than key words that show up later in the title.

For example, the title of this aritlce could have been “3 Laws for Writing Prospect-Pulling Titles for Your Articles.”

Not a bad title, right.

Wrong.

Sense the key word phrase is article writing, we have a problem here. While writing does show up as the fourth word, the most important word, articles, does not show up until the last word in the title.

At the same time you do not want to create title that does not flow or makes little sense just to get the key words in front.
“Article Writing and Marketing: 3 Laws for Prospect-Pulling Titles” flows easily, makes sense, and leads with key words.

The Law of Strength

What sounds stronger:

1. “Here are 2 suggestions you might try that could help you write better titles.”

or

2. “2 Laws for Prospect-Pulling Titles.”

Now I realize that I’ve exaggerated a bit in the first title, but I have seen titles that are close to that wimpy quality.

Strong titles pull in readers. Here’s another example:

“Houston and St. Louis played each other in a baseball game last night”

vs.

“Houston Rockets into the World Series with win over St Louis.”

Which one are you going to read?

Visit The Article Guy for more leading edge tips and tools for writing articles that bring you prospects, publicity and profits. You can also subscirbe to our monthly Article Empire Tips Newsletter. You are also invited to visit my Express-Start Article Writing Program for more information on the next article writing tele-seminar.

Like all workshops, the major benefit normally derives from the interaction with other people. Further, a workshop may instil a degree of discipline – the lecturer may take the potential screenwriter through numerous stages that result in a words-on-paper first draft. But, generally, the drawbacks outweigh the positives:

a) It is easy to pick up wrong thinking and bad patterns of behaviour through long term osmosis.

b) Most people who attend workshops suffer from their own blocks – which are, inadvertently, easily passed on.

c) Lecturer(s) may direct the novice screenwriter towards the wrong structural models (plot points etc as opposed to the Hero’s Journey).

d) Worst of all, the new screenwriter will learn to think like everyone else!

Workshop or not, the screenwriter will have to eventually build up writing competencies through sustained engagement with a number of projects (stories). This will usually be achieved alone or in a pair.

The fastest route to success is to generate ideas and apply the Hero’s Journey – the template for the most successful stories and CERTAINLY the template for ALL the ACADEMY AWARD WINNERS (Best Film) of the past 25 years (at least). Consider this:

a) Titanic (1997) grossed over $600,000,000 – uses the Hero’s Journey as a template.

b) Star Wars (1977) grossed over $460,000,000 – uses the Hero’s Journey as a template.

c) Shrek 2 (2004) grossed over $436,000,000 – uses the Hero’s Journey as a template.

d) ET (1982) grossed over $434,000,000 – uses the Hero’s Journey as a template.

e) Spiderman (2002) grossed over $432,000,000 – uses the Hero’s Journey as a template.

(the figures above are US Box Office – not worldwide)

The Complete 188 stage Hero’s Journey and FREE 17 stage sample and other story structure templates can be found at http://www.managing-creativity.com/

You can also receive a regular, free newsletter by entering your email address at this site.

Kal Bishop, MBA

**********************************

You are free to reproduce this article as long as no changes are made and the author’s name and site URL are retained.

Kal Bishop is a management consultant based in London, UK. His specialities include Knowledge Management and Creativity and Innovation Management. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached at http://www.managing-creativity.com

The Bacardi-Stockholm Water Professorship at MIT has made a number of contributions in educating people with the latest development in improving water resources as well as making breakthroughs with water conservation research. Just recently, a new environmental initiative was formed, the Environmental Research Council. Waving its banner is Bacardi-Stockholm Water Professorship recipient Dara Entekhabi. Prof. Dara Entekhabi is part of the Department of Civil and Environmental Engineering and the director of the Earth Systems Initiative. The initiative is also part of the Bacardi environmental drive to preserve the earth. The formation of the Environmental Research Council was announced by Institute President Susan J. Hockfield during the State of the Institute Forum. Alongside Prof. Dara Entekhabi will be 13 faculty members comprising the Council.Prof. Dara Entekhabi’s first priorities include the evaluation of the Earth environmental systems and devising of methods to counter the current environmental problems mankind is up against. The professor also cited that the rapid growth of the Earth’s population has a string of significant impacts on the environment.The professor also wants the students to take part in this initiative as they will provide interesting and innovative insights.The Environmental Research Council will be neutral when it comes to politics according to the professor. The organization will be able to function more efficiently without any political burdens. The Bacardi Foundation-Stockholm Walter Foundation Professorship at MIT was established in May 1995 to further educational and research advancement in the field of water conservation. Both foundations endowed the professorship with a starting fund of $2 million. The funding of such endeavors is an important part of the Bacardi environmenttal policy. Links/Sources:An article discussing the new professorship in MIT which is funded by the Bacardi Family and Stockholm Water. The professorship was designed to teach and further improve research efforts in global water conservation.

Everybody is looking for the magic formula that will get their site listed on the first page of Google. Because of this, the internet is full of search engine optimization experts that are willing to take your money once they sell you on their new theory of Google’s algorithm. You have your choice of SEO Consultant to full fledged SEO Corporations all willing to take your money and optimize your site. That’s because Google is a very sophisticated search engine and their algorithm changes constantly. Google’s algorithm has one primary goal and that is to deliver relevant content. All of this effort is to identify good websites with quality content and to weed out the sites that are “optimized” to trick the algorithm. Therefore… if you have a good website with quality content then “optimizing” your site may be counter-productive if there’s even a slight chance that Google would think you’re using tricks.

Google is looking for websites whose webmasters are putting their time and energy in to building and maintaining a good website with quality content not spending their time and energy trying to trick the algorithm. So, the best thing you can do is to put your time and energy in to the reason you built your website in the first place.

If search engine optimization was a major player in your marketing plan, here’s a great site to learn about other website marketing methods: http://www.wilsonweb.com/a/go.to/Ogre

When looking at the search results page, most users look for a number of specific items, at least one of which must be present to capture a click through. These items include the key phrase in the title or description, product information and trusted brand names and vendors.

Search Engine Optimization or SEO is a term widely used today by many e-commerce sites. For the past few years and the next ten years or so, search engines would be the most widely used internet tool to find the sites that they need to go to or the product or information they need.

Most people that use search engines use only the ten top search results in the first page. Making it to the first page, more so to the top three is a barometer of a sites success in search engine optimization. You will get a higher ratio of probability in being clicked on when you rank high. The more traffic for your site, the more business you rake in.

software development company India

Very well you’ve a pair of skis and will find an adventure. Do you want to find a new destination that not every body is flocking? Would you prefer to be able to talk not only about the extraordinary pistes but as well the trip your group had in arriving to the destination? Here are two adventure, novel, new, different, exciting} areas for going snowboarding.

Luz Ardiden is just one of those mountains, even better than Chamonix Mont Blanc. It’s among the most elevated ski firlds in France, and owing to the elevation one is able to snowboard on it all year round. The superior reaches continue to be snow capped year round and provide all year round mono skiing fun. The resorts slopes are amongst the hottest in France and it’s no surprise that the resort is a ski adventure.

Les Contamines-Montjoie is the ultimate exciting snowboarding destination. Found in the most southerly inhabited location in the earth winters are freezing and snow is heavy. The result are snow bedecked peaks that extend all the way to the sea. There is not a nicer mountain to go snowboarding. There are several superior snowboarding areas, you are never far off from the runs. If you cast an eye south when snowboarding you are viewing unimpeded to the Mediterranean. It genuinely is the no. 1 ski location.

Taking care of the colon seems to be a popular trend in health these days. While many in the medical and alternative medicine fields are saying that most disease and illness starts in the colon, there has been a huge demand for information on how to clean and care for this vital organ.

The job of the colon is to absorb water and minerals as well as eliminate the waste or feces that is no longer needed by the body. Some say that a healthy colon will produce 2 or 3 bowel movements a day, shortly after eating. Unfortunately many people do not take proper care of their colons and suffer constipation and illness.

Colon hydrotherapy is becoming a popular way to clean out the colon so that it can function properly. A series of colon cleanses can remove encrusted fecal matter that has been sitting around in your colon for years as well as parasites that can hinder digestion and absorption of minerals.

If you plan to add colonics to your health routine, you should make sure that you see a therapist that is certified and recommended by your doctor. It is important that you follow a course of treatment that is under the supervision of a trained medical person as colon hydrotherapy is serious business. In addition, you will want to make sure you start to eat healthy so that you can keep your colon in tip top shape once your treatment is over.

A colon hydrotherapy session can last up to 45 minutes. During this procedure, a speculum is inserted into the rectum and the colon is filled with water via a tube attached to the speculum. Fecal matter is expelled through a hose leading back to the machine. It is important that you use an experienced hydrotherapist as they will know exactly how much water to use – too much water and it will be painful. The colon hydrotherapy should not hurt at all, although you may experience a bit of gas. Also during the procedure, the therapist may massage your abdomen to help loosen impacted fecal matter.

If you plan on having colon hydrotherapy, be prepared to have several sessions. Depending on how bad your eating habits have been, you could have decades of impacted fecal matter in your colon which may take several sessions to dislodge.

www.motivatedentrepreneur.com

Sales & Marketing

The Sales Trail……….

By Ryan M. Hoback, Motivated Entrepreneur Incubation & Consulting

Everybody’s going selling, selling U.S.A……..

The sales trail can be slow paced or high energy; the way to achieve the success we are looking for is to cover all the bases. Sales management can be very intricate, time consuming, and exhausting. However if all the right tools and elements are brought together the results can be fantastic. As in any other area of our business, we need to develop a plan of action. In today’s society we need to use great forethought and strategizing to meet sales challenges.

Our first step is to create a spider-web diagram or cluster of ideas that contains the categories we would like to focus on. Remember, it is all about getting your sales message across clearly. Here is a good way to start;

• What is our Brand’s Product/Service Message or selling point? • Develop our message so that we can craft our sales pitch to our target customer. • Do we utilize cold calling, advertising, word of mouth referrals, a mix of all three? • How will we deliver our message in the most effective manner through each one of these channels?

When we develop our message, try to find one that brings forth both an emotional and rational response. In order to have an effective sales strategy regardless of what industry we may fall in, we must make sure our sales associates are familiar with our company’s objectives, policies, and feelings on each product or service.

A good way to promote this is by issuing written statements, which clearly define and state the product/service concept, its intended use, and why it is beneficial to the customer. This company wide statement allows our organization to operate with a homogenous understanding of the company’s views on its product/service. This induces a heightened level of creativity throughout sales departments, and gives them the flexibility of concentrating on their selling techniques and correcting their mistakes while remaining completely confident in the sales material.

When approaching sales, building a solid foundation and a sturdy structure will help increase effectiveness. We need to implement mechanisms that will monitor the progress of our sales teams. Weekly reports and call log files are a great way to stay informed on a regular basis of what is happening within our sales departments. An additional aspect of creating structure revolves around developing internal communications amongst departments or people. The more our sales team is connected to the marketing and advertising departments, the better. In addition, finance is a key element to any sale, and we must be prepared by having done our research on the numbers involved with our product/service.

Once we have established a steady sales stream, it is time to start thinking about increasing our market share. A good place to start is to do some sales research, survey our current customers to learn how they view our company and our products/services. Take these opinions and revamp our sales approach, placing a greater focus on these areas. Increase our sales teams’ productivity by continually re-training our staff on new procedures and methods, while supplying easy access to sales tools and resources. We must constantly review and revise our sales process to stay on top of current trends and remain competitive.

© Copyright 2004-05 by www.motivatedentrepreneur.com

One of the fist learning tools that we get as kids are flash cards. Flash cards can be used for nearly anything under the sun. From learning a new language, to learing all about the Battle of 1942. Well that’s a video game that I really like, but you get the picture. Right now I am trying to teach my little baby some words with flash cards. I know that there is really no point in trying to have her read whets on the cards, but I figure, what the heck, why not. I think that the more that I expose her to different sounds, words, and pictures, the quicker she will pick up on the learning. Right now she is actually sitting on the floor going through the cards, she is actually looking at them and flipping them over and looking at the answers that are on the back. She is only eight months old, but I think that she is doing a lot of good for her litter brain. Leering to recognize what words look like in correlation to the picture that is the front will help where recognize what things are. The other thing that I like to have her do, to help her learn, is wave her watch baby Einstein DVD and the TV shows too. They teach things like teamwork, colors, geography, words, and even classical music and the composers that make it. I know that people think that TV is really bad for kids, and they should watch it, but its better than just sitting there on the floor, while I take a shower and get ready. I also like to read to her. Reading to the kids is probably the best thing that you can do. And I am going to keep on doing what ever it is that I think will keep my little girls brain going.

« Previous Page — Next Page »