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  1. Departmentalize Your Service Department
    Friday, June 25, 2010
  2. How To Be Charismatic
    Tuesday, June 15, 2010
  3. Sync your files online -Free 2gb
    Tuesday, June 15, 2010
  4. bear hunters
    Saturday, May 22, 2010
  5. Auto Dealer Monthly - Electronic Edition
    Thursday, May 06, 2010
  6. Vince Lombardi
    Friday, April 23, 2010
  7. First Drive: 2011 Ford Mustang
    Tuesday, April 20, 2010
  8. Haven't we seen this movie before?
    Tuesday, April 20, 2010
  9. How to brand yourself
    Tuesday, April 20, 2010
  10. Welcome and Thanks for Stopping by
    Tuesday, April 06, 2010

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Departmentalize Your Service Department

Departmentalize Your Service Department

Your service department is one of the busiest departments in your dealership. Service deals with more customers than any other department on a daily, monthly and annual basis. The service department also sees more potential customers than any other department. These are potential customers who could purchase additional services and parts, detailing, accessories, body shop repairs, rental vehicles, and even a new or used vehicle.

Maximizing the service department's profitability is very important for many reasons. New vehicle sales are in need of severe reconditioning, used vehicle prices are higher than ever with vehicles in short supply, subprime financing is in need of a new paint job, warranty labor and parts sales are gradually decreasing and customers are retaining ownership of their vehicles longer because of upside-down positions and the lack of financing. What a mess!

Not really! Now is the time to restructure your service department to maximize sales and profits. How do you do this? Well, you have to throw out what you are doing now. It will not work very well with where the auto repair industry is heading.

First, you need to get into your car with your service and parts manager and drive around town past all of your competition.. Not just new car dealers, but all of those independent service facilities, tire stores, oil change shops, Wal-Marts, parts stores, brake, exhaust and transmission repair shops, air conditioning specialists, detailing shops, etc. Now, consider how long each of your competitors have been in business and how many employees they have. When you drive by, look at their doors or windows and write down the hours they are open for business. Count how many stalls they have. Look at how many of their stalls have vehicles in them..

Now go back to your dealership and go to work. No, I don't mean go back to your normal jobs. You don't have time for that. You had better sit down together and review how your competitors are eating your lunch and gradually and silently stealing your service and parts business.

How are they doing this? Very, very easily. They have structured their businesses to succeed based on providing simple, efficient and reasonably priced services to their customers. Compare that to your service and parts department.. Yours is fairly outdated for the most part. Ask yourself how many stalls you have devoted to just tires, just oil changes, just brakes, just detailing, just transmissions, etc. Are you really focused on selling this type of repair?

You will need to separate your service department into departments to achieve success and higher sales and profits. You will need a new-vehicle area if you are a franchise dealer. You will need a reconditioning department to be able to repair used vehicles for a reasonable price. Next, you should have a detail department to clean and spit-shine those customer cars. Oh, don't forget your tire, brake and alignment department.

You will have to also mystery shop your competition. This is how you find out all the things you are doing wrong in your service department-like what kind of signage you will need, how to up-sell, how to price your maintenance work, how to advertise to draw new customers to your dealership and what hours you need to stay open to make it convenient for your customers to visit your store instead of the shop down the street. Get the hint?

Retraining yourself, service advisors, technicians, parts counter salespeople and the rest of your dealership will be the toughest thing to accomplish. People don't like change. It will take three to four months of constant attention to your new structure before it is accepted and running smoothly. If your current personnel can't adjust to the new structure, then steal-I mean, hire-the people you need from your competitors. That mystery shopping tour you took through town? Make good use of it and try to attract the best employees of each type of business to work for you. Your training costs will be less because they are already trained and have impressed you. They have a different mentality and are more focused because they have to be where they work now.

Oh, I forgot to mention that new position in your multi-department service and parts department-sales. In the past you have expected your customers to just waltz in the door and provide the sales you need.. Now, you have to rely on your staff to provide service sales. Put together a constant and complete advertising program similar to that of the competitor you are trying to run out of business. Monitor all their ads to make sure they don't get the jump on you. Also, don't just have this new salesperson sit in the store behind a counter waiting on customers who walk through the door. Market your new department as a shopping center for all a vehicle's needs.

This new salesperson, preferably the best waitress or waiter you ever encountered in a restaurant, should go out into the community on a regular basis marketing your new departments and their services to all your non-competitor businesses in town. Why someone from the restaurant business? Why not? They normally work crummy hours compared to a car dealership. They can make more money working for you. You don't have to train them in up-selling, customer service and follow-up. They already know how to do this, or they wouldn't be the best where they are at now. They should have no trouble keeping busy just putting the word out in a focused method to everyone in town.

Provide a menu of items so potential customers know what you do and how competitive your store is. Offer a first-time visit coupon they can't resist. Visit all the businesses so the word is out you can take care of all of their needs in a one-stop shopping center and you have changed the way you do business. Keep visiting those businesses until they get the hint you can take care of them. It will shock them at first you are even there, outside of your comfort zone, which is behind the counter.

Your parts department will need to stock the appropriate type of parts to supply all your new departments. This means offering alternatives to your OEM parts for brakes, oil filters, oil, tires, etc., so you are competitive with everyone else in town and are able to offer different levels of service based on the customer's needs and wants. Your internal department will praise you for this.

You will need to change and adapt or die a slow death as all that increasing maintenance work customers need disappears along with any warranty repair work. Remember, you may think you are already there, but you're not if new shops are opening in town and existing shops are still doing great. If your service department sales haven't grown each and every year, you are doing something wrong. Call me let's get back on track.


Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462
P.S. Are you 'Advertising' or 'Marketing' ?
Ask me the Difference?

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How To Be Charismatic

How To Be Charismatic A communications coach offers a quick lesson in the brain science behind charisma.
Topic: Personal Management
Current Rating: 4 Comments: 5
Can a stuffy manager learn to be charismatic? You bet. While many people believe charisma is an innate quality (you either have it or you don't), communications expert and coach Dr. Nick Morgan maintains that anyone can learn to be charismatic.
Charisma, Morgan explained during a recent Reach Branding Club teleseminar, is the focused expression of emotion. So long as managers can learn to focus their emotions, they can learn to be charismatic. (Check out Morgan's thoughts on leadership, communication and authenticity.)
"When we find a speaker charismatic, it's because the speaker has a powerful emotion connected with the material he or she is talking about," Morgan said during the teleseminar. "That's what we respond to."
Morgan noted that the human brain is wired to respond to emotion. It's what makes us social beings. He explained that the sole purpose of certain neurons in our brains (called mirror neurons) is to mimic the emotions of others in our own minds so that when we see someone experiencing sadness, for example, we feel blue, too. 
"When a speaker is charismatic, they express an emotion in their unconscious brain, and our mirror neurons respond to it," said Morgan. "That's where charisma comes from."
We're not always able to be charismatic in a meeting or at a conference, for example, because we're distracted by other things on our mind, whether they be work, personal problems, chores we need to do, or what we're having for dinner, said Morgan.
"Our unconscious brains express these [conflicting emotions] through our bodies, and everyone picks up on them through their mirror neurons," he said. "They see a distracted person. A charismatic person has figured out how to focus his or her emotions [so he or she doesn't get distracted]."
One trick to appearing-and being-more charismatic lies in the way you carry yourself. When you're walking into a meeting or onto a stage to give a speech, Morgan recommends standing up straight with your shoulders relaxed and slightly back and leading with your heart. He says most people lead with either their head, because they have a lot on their mind, or with their legs. Standing up straight with your heart "open" makes a person look heartfelt, said Morgan, and thus more trustworthy.


Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462
P.S. Are you 'Advertising' or 'Marketing' ?
Ask me the Difference?

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Sync your files online -Free 2gb

Sync your files online and across computers with @Dropbox. 2GB account is free!

Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462
P.S. Are you 'Advertising' or 'Marketing' ?
Ask me the Difference?

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bear hunters

These bear hunters were sitting around the cabin the night before the
hunt bragging about their pass hunts.

The cabin boy was listening and went over and said "you guys make it
seam pretty hard on capturing a bear".

They all laughed and said "it is hard; do you think you could bag one"?

"I can go out and bag you 2 if you will skin them, and I will bet each
of you $100.00.

They agreed and off he went out into the night.

Soon he spotted a big grizzly; he waved his arm and started hollering
the big bear started after him and he started running for the shack.
When he got close to the shack he started yelling. "Open the door he
yelled".

They looked out and saw the bear chasing the boy. Just as he got to the
door they opened it and he stepped aside and the bear went in. He
slammed the door and locked it and shouted. "OK skin him I'll go and get
the other one".

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Auto Dealer Monthly - Electronic Edition

A friend thought you might be interested in the electronic version of Auto Dealer Monthly. http://autodealermonthly.epubxpress.com/?site=2

http://autodealermonthly.epubxpress.com/link/ADM/2010/may/1?s=0&f=2&site=2

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Vince Lombardi


Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462
P.S. Are you 'Advertising' or 'Marketing' ?
Ask me the Difference?

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First Drive: 2011 Ford Mustang

God bless the Chevrolet Camaro. If it weren't for the 2009 revival of the General's muscle car, we might still be driving Mustangs saddled with old, underpowered engines.. But last year, the Camaro's V-6 was just 11 hp shy of matching the Mustang's V-8 output. Ford had to respond, because Chevrolet hadn't simply won the spec-sheet battle; both six- and eight-cylinder Ford engines were unreasonably crude for duty in anything claiming to be a sports car.

Action comes in the form of two new engines for the 2011 Mustang that pit Blue Oval versus Bowtie as never before. The new 305-hp V-6 rings in exactly one horsepower stronger than the Chevy six-cylinder. It also produces 95 hp more than the outgoing V-6 Mustang. The headliner, however, is a new V-8 that brings back Ford's famous 5.0 badge.

Rollin' in the 5.0
At 412 hp, the 5.0-liter falls short of the 426 hp in a Camaro SS but the Mustang GT also has a 244-pound advantage over the Chevy. Once we are behind the wheel, though, we aren't really inspired to draw comparisons with the Camaro. Rather, we're content to revel in the new mill's flexibility. As a distant relative of the 315-hp 4.6-liter, the 5.0-liter V-8 feels smooth and unrestricted at low rpm and willingly nips the 7000-rpm redline when it's pressed. And pressing it is exactly what you'll want to do, whether you're trying to get somewhere quickly or just destroy your rear tires with smoky burnouts. Tight canyon roads outside Los Angeles highlight the V-8's wide torque band; we leave the stick in second gear while we run from 2000 to 6000 rpm and back repeatedly. Inside the cabin, the exhaust note is a bit soft but the low wub-wub-wub warble has been piped into the cabin with an induction tube and sounds spot on. A sport exhaust, though, would complete the package.

A new V-6, too
While the 5.0 is the big news, the base Mustang actually receives a greater number of significant updates. In addition to the new 3.7-liter engine, the V-6 car now includes a limited-slip differential, a cold-air intake, and dual exhaust as standard equipment. There's also a new performance package, which Ford hopes will appease young enthusiasts who can't afford insurance on a GT. Upgrades include a numerically higher 3.31:1 rear axle, the Mustang GT suspension, a strut-tower brace, nineteen-inch wheels, Pirelli summer tires, and a stability control sport mode.. Our V-6 tester didn't have the performance package, but it was equipped with the 3.31:1 final drive as a stand-alone option to deliver more eager acceleration. Yet within a few miles of driving the V-6, we were underwhelmed by the power delivery. The engine is slow to rev and acceleration feels more anemic than you'd expect from 305 hp and 280 lb-ft of torque. Still, it's a much better feel than the crass truck-engine character of the old 4.0-liter. The new engine is better described as a passionless, mainstream wheel-turner. Perhaps that's a function of the 3.7-liter's other duties in the Ford Edge crossover and Lincoln MKS and MKT. Whereas the Camaro led many to say that a V-6 needn't play second fiddle to a V-8, our recommendation for the Mustang is quite the opposite: find a way to get into the V-8.

The transmissions in both base and GT Mustangs have an additional cog over last year's gearbox, totaling six forward gears for automatic and manual units. The experience, though, is largely unchanged from last year's car. The short stick topped with a ball-shaped shifter requires firm throws to move through a tight and notchy pattern that's fitting for a muscle car. The more efficient engines and wider gear spreads result in fuel economy increases across the range. The most frugal V-6, an automatic coupe, returns 19/31 mpg. GTs are rated at 18/25 with the automatic and 17/26 with a manual.

Chassis changes
The switch from hydraulic steering assist to an electromechanical setup also improves fuel economy. Ford uses five different steering calibrations for the Mustang, depending on whether the car is a coupe or convertible, V-6 or V-8, or if it's a GT with the Brembo brake package. We weren't able to sample all five flavors, but we did detect a noticeable difference between a Brembo-equipped GT and the V-6 coupe. In our GT, the steering was so good - so even, precise, and communicative - that it drummed up thoughts of BMWs. The Brembo-package calibration isn't as heavy as the Bavarians would require, but it's just as consistent. The V-6 coupe's steering is also quite good, but it feels marginally overboosted and just slightly vague off center around 30 mph.

With new engines - and the resulting weight changes - engineers had to retune the spring and damper rates. Additionally, they've stiffened the front end with a Z-brace, tweaked anti-roll-bar diameters, and mounted firmer and grippier bushings front and rear. Relocating the mounts for the upper control arms also reduces axle hop during smoky launches. Of course, the Mustang stubbornly continues with its live rear axle, and Ford's best efforts will never conquer physics. The V-6 we drove transitioned between a jarringly stiff ride at low speeds and loose control at higher velocities. The GT, however, was much more constant in its responses and was composed over all but the harshest roads. If the wheels find a calm surface, handling is exceptional, with quick turn-in and flat body control.

Last year's looks
The Mustang received a significant face-lift for the 2010 model year, so the few subtle changes for 2011 (a brighter pony emblem on the GT, for example) are trivial and difficult to spot. Ambitiously - and somewhat oddly - Ford displayed an Audi A5 as the company's chief benchmark for interior quality. The GT features a wide span of genuine aluminum on the dash and attractive leather seating options. However, the Audi bogey is still a bit of a stretch for Ford's utilitarian radio and climate controls and dash plastics. Seat time in the Mustang did reconfirm, though, that the Mustang is the most comfortable and natural of the muscle car trio, with unparalleled visibility and a sporty feeling of compactness.

Mustang prices see modest increases for 2011, but the latest pony is well worth the extra cost. A V-6 coupe now starts at $22,995 including destination. That's up $750 from last year, but still $535 cheaper than a Camaro. V-8-powered GT models start from $30,495 to the Camaro's $31,795.

The good war
The 2011 Mustang delivers quicker acceleration, sharper handling, and a better driving character, yet its best quality may be that it's an agitator. By taking such a direct shot at the Camaro, Ford has forced Chevrolet to return fire. A mild power increase that will put V-6 Camaro output ahead of the Mustang should come soon, and you can bet that's not all Chevy is working on. The war is on, and it's shaping up to be a good one.




Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462
P.S. Are you 'Advertising' or 'Marketing' ?
Ask me the Difference?

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Haven't we seen this movie before?

Haven't we seen this movie before?


Carmakers bring out a flurry of new small entries in response to a sudden rush of demand driven by spiking gas prices. TV talking heads intone that "gasoline is not going to get any cheaper," but then it does, and U.S. car buyers, whose collective memory is about as long as a snail darter's, revert to form and embrace size and power again.


But it really does seem different this time. While most international auto shows have pushed a green theme recently, at the Detroit auto show in January, it was all about small. Noting the lack of truck and SUV debuts, Audi chief designer Stefan Sielaff said, "I have a feeling that there is a paradigm shift."


With gasoline prices well off their historic highs - which were nearly two years ago - why are carmakers so eagerly jumping on the small-car bandwagon? Well, there are new Corporate Average Fuel Economy (CAFE) standards - 35.5 mpg by 2016, although that's not a hard-and-fast figure, as it will vary for each carmaker depending on the size of its vehicles (bigger vehicles get lower standards). More significant is that the slice of the new-vehicle pie taken by small cars has grown by 50 percent over the last five years, and nothing attracts automakers' attention like a growing market.


B- and C-size passenger cars have gone from 14 percent of the market in 2004 to 21 percent in 2009. Sure, they got a boost by the $4-a-gallon gas panic of 2008 (although prices later dipped below $2 in many places by the end of the year) and by "cash for clunkers" in the summer of 2009, but we're still talking about five years of annual market-share growth. Clearly, larger forces are at work..


Baby boomers and the generation aged 15 to 30 are the two biggest demographic groups, and they've both been driving this growth. Boomers, now often empty nesters and entering retirement, are trading down in size. Meanwhile, half of first-time buyers under age thirty are choosing small cars. Another demographic shift favoring small cars is the urbanization of America: in 2009, according to Ford, we saw more people living in cities than in suburban/rural areas.




Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462
P.S. Are you 'Advertising' or 'Marketing' ?
Ask me the Difference?

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How to brand yourself

How to brand yourself
Before we can figure out how to brand yourself, let's first establish
what personal branding is.We use this definition:
"The process of uncovering and marketing your core competencies to
meet an audience's needs, resulting in your financial freedom and
fulfillment."
Understanding how to brand yourself in order to work a job you love
involves these vital steps:
* Uncover/Develop your personal brand
* Establish credibility
* Establish niche involvement
* Establish visibility
* Create your career toolkit
Uncover and develop your personal brand
Uncovering your personal brand is your first step. Your brand is how
people think and feel about you. Uncovering your brand through
self-discovery and soul-searching must happen before anything else. Only
after "discovery" does developing a personal brand make sense.
Developing your personal brand does not mean that you are creating some
fictitious image. Actually, it is the opposite. It means figuring out
who you really are, where you want to go, and how you can help others.
Ask yourself:
* How do people describe you?
* How do you describe yourself?
*What makes you different from your peers?
To determine how to brand yourself, you need to identify:
1. Who is your audience?
2. What do you do better than everyone else?
3. Why do you do what you do? What provides the motivation?
4. How do you stand out from your peers?
Develop your personal branding statement
One of the best ways to determine your personal brand is to craft a
personal branding statement. The personal branding statement enables you
to draw out your personal brand on paper. You will be left with a
concise way of articulating your unique value proposition to others in
one or two sentences. This personal branding statement will come in
handy when you are assembling your career tool kit. To get down and
dirty in discover the foundation of your personal brand, check out our
popular post: Everything you need to start building your personal brand
right now.
How you answered the questions above determines how you should approach
making your personal brand by being more credible, visible and involved.
Establishing Your Brand: Get Visible, Credible and Involved
Visibility, Credibility and Niche Involvement are vital when you're
ready to market your developed personal brand. Without any one of these,
your brand will not be as strong.
Establish credibility
Now that you have gone through the initial process of developing your
personal brand we can tackle the question "how to brand yourself."
Moving forward we will first focus on making sure that your brand is
credible. We put this as the step first because we feel that without a
credible brand that everyone will believe, it is not important how
visible or involved you are.
So, how do you go about becoming more credible? There are three things
you can do online to make yourself more credible and to help brand
yourself.
* Publish Articles
o Publishing articles builds your credibility by spotlighting you as a
reliable individual in your area of expertise.
*Maintain a Blog
* Starting your own blog demonstrates your willingness to contribute
back to your niche with your own expertise. Most importantly it shows
that you care about a certain topic and are willing to spend time
writing about it.
*Contribute to other blogs
Many bloggers out there are regularly looking for guest blog posts.
Start to know who operates in the blogosphere related to your expertise
and reach out to these bloggers.
Establish niche involvement
Being involved in your niche is the next step in figuring out how to
brand yourself. After you have proven that you are credible you need to
get more involved. You will probably be surprised at how large your
niche is and you will soon realize who the major players are.
There are three key things you can do to get involved:
1. Comment on Blogs. Start off by commenting on other blogs out there.
It is not useful to post simple comments such as "That was a great
post." Instead, spend a few minutes and put down a useful response
that shows your brand in a positive light as well as potentially
starting a conversation between yourself and the blogger. Provide
insight or an interesting and related fact.
2. Comment on Forums. There are thousands of forums on the web, many
relate to your area of expertise. Start by reading forums and
contributing feedback to threads. This shows that you are willing to
participate in conversations and that you are able to help other people
with their questions. Demonstrate that you are involved and intelligent
enough to participate in current dialogs, as well as answer people's
questions.
3. Answer questions on LinkedIn and other Q&A communities. Reach out to
others in your niche by tapping into your own experience and expertise
and responding to questions in places like LinkedIn Answers or Yahoo!
Answers.
Establish visibility
This is one of the more fun stages in your search to answering the
question "How to brand yourself?" In the age of the web, a strong
brand means little if nobody can find you. This step in your search to
develop your personal brand is where you display for the rest of the
world who you are, what you've done, and where you exist online.
• Create a profile on social networks such as LinkedIn, Facebook and
Twitter.
*Create a profile on directories such as Naymz, Plaxo and ZoomInfo.
* Vote for your site in social bookmarks like Delicious to improve
your position in Google results.
A common pitfall that we see all the time is when someone rushes into a
social network and friends everyone they can find, even people they
don't know. Then they never log in again. This is not a good practice.
We suggest that you start slowly and carefully. Pick one top-tier place
at a time, such as LinkedIn or Facebook. Establish your presence there
before bringing another one on board. Just creating a presence is not
enough. You have to go through the process of filling in your entire
profile including your bio and a professional headshot. There is
nothing worse than coming to someone's profile that is not cohesively
put together or completed.
It is also important that your brand is consistent meaning that you use
a common headshot through all networks, and your brand on each of these
systems conveys a similar message. It is also important that you can be
easily found through search engines.
Create your career toolkit
A career toolkit is a vital step to develop your personal brand. Before
you apply for a job, you need to make sure that you have the following
items are cohesively put together. I am not going in depth here, but
I've provided a link to some of our other posts related to each item
in your career toolkit:
• Your resume
o A brief overview of the 5 types of Resumes
o The key components of a resume
• Your cover letter
o Writing the perfect cover letter
• Your web presence
o Tips to Clean Your Social Networking Profiles and Impress Employers
o Tips to Rank Highly on Google and Increase Your Visibility Online
• Your references
o Top 5 Articles About Getting Stellar References for Your Job Search
• Your interview skills/preparedness
o Interviews 101
o How to Ace Any Type of Interview
If you are not familiar with all aspects of the hiring process you
should probably spend a few minutes going over our outline of the job
hiring process.
How to Brand Yourself: It's A Continual Cycle
The above steps will greatly help you figure out how to brand yourself.
You will find that as you work to develop your personal brand the
process never ends.
You cannot just "create" a personal brand overnight. It is important
that you first uncover it, articulate it, and then strengthen it by
spending time on each step.
Developing your personal brand means laying the groundwork today for a
happier and more successful life later. You have to be genuine to figure
out what you want to do, whom you are doing it for, and then market your
core competencies in a way that moves others..
Create a website,blog and personal email for $10/year
http://www.123BrandMe.com


Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462
P.S. Are you 'Advertising' or 'Marketing' ?
Ask me the Difference?

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Welcome and Thanks for Stopping by

Welcome to my blog. Please check back often for new entries.

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