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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Building A Better Body One Brick At A Time

The quest to develop a stunningly fit, lean and attractive body is a long, slow journey. It's not something you achieve overnight by popping a few pills or strapping an electric gizmo to your belly.

Which reminds me, did you know that by the time the FTC finally blew the whistle on the electronic ab belt scam, the makers of those "ab zappers" had swindled over $100 million dollars from unsuspecting consumers? Fortunately, some of those companies had to pay it back, and then some! The FTC charged three companies - Fast Abs, Ab Tronic and Ab Energizer - with false advertising and deceptive warranty practices for these "ABSurd" products.

But I digress… back to what I was saying about the journey to a better body...

Last week I looked out my window, and where there was once nothing but a dirt-filled empty lot, there stood a sprawling six story brick condo complex. If someone looked at this massive completed structure for the first time, they might not be impressed. However, since I observed the entire construction process unfold from my living room window, I was impressed - amazed even - at what goes into erecting this kind of structure.

I remember watching the crew humming around diligently every day like busy bees, laying one brick after another. From one day to the next, it didn't seem like much changed. But slowly, over a period of a year and a half, I watched the building gradually morph into the finished product.

When you look at someone with an incredible body as a finished product, you often tend to dismiss the long, arduous journey and hard work it took to build that body. Unless you were side by side with that person in the gym (and in the kitchen), observing the work involved, it's easy to attribute such a chiseled physique to genetics or give credit to a supplement (they just took product XYZ and voila - overnight abs). What you don't see or appreciate are all the months and years of sweat and hard work.

 

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Getting in shape is a lot like a construction project. First, there must be a picture in the mind. Then the vision goes onto paper as a blueprint. It takes months just to lay the foundation. More months of work will follow. On a daily basis, it doesn't seem like much is happening. You look in the mirror and appear, for the most part, the same as you did yesterday. But sure enough, the small improvements are slowly accumulating like compounding interest in the bank. One day, you look in the mirror and "suddenly," your blueprint has become reality.

The body of a fitness pro or bodybuilding champion is no more likely to be built overnight than a high rise is to be built overnight. It's not physically possible. Accepting the idea that any type of pill, powder, drug, supplement or machine of any kind will make it happen sooner is pure folly. You can't force it.

Growth and development of any kind always requires a gestation period. For a baby, it's nine months. For corn, I believe it's about three months. If you were an expectant mother, would you want to hurry the process? Could any new development in nutrition or medical science speed up this wonderful miracle even one iota? If you were a farmer, would you try to harvest your crop before it was ripe? Would you dig up your seeds to see if anything was growing down there?

The answers are obvious. If only we would adopt the same patient, nurturing "mother's" or "farmer's mindset" towards getting in shape, then no one would waste their money on "fast abs" or "exercise in a bottle" or any such silliness ever again. We would understand that one must sow first, then reap the harvest, but that you can't sow and reap in the same season.

If you ever get frustrated with your rate of progress (and who doesn't), just remember; success is always guaranteed to the persistent. Nothing in the world can stop someone who knows what they want and is willing to continue paying the price until they get it. It just takes time.

Become the architect and builder of your own dream body. You WILL build the body you want eventually if you're patient enough and you refuse to quit. And set your goals HIGH! Create a fantastic blueprint. Michelangelo said, "The greatest danger is not that we set our goals too high and miss them, the greatest danger is that we set our goals too low and we reach them."

Envision a castle - a veritable Taj Mahal of a body! There's nothing wrong with building castles in the sky, as long as you patiently work at putting the foundations underneath them. There are very few unrealistic goals; only goals with unrealistic deadlines. So keep laying those "bricks" - every day - one at a time - and sure enough, eventually, you'll build yourself a palace.

 

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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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