Warping Automobile Disk Brake Rotors Are Preventable

In the aircraft and aerospace industry, the standards required for various components, parts, and specifications are considerably higher. Everything built for the aircraft and aerospace industry is light and strong. It is the “AND” part of that sentence that makes the parts expensive, not the “light” part. Automobile manufacturers today who build high-performance and sophisticated vehicles understand the “light” part, but not necessarily the “strong” part. But what they do understand is how much force can be applied to these parts before they succumb to failure.

Today’s brake rotors (or disk brake system) are built very light with advances in technology such as slotting, cross-drilling, cryo-treating and many other advances to allow the brakes to breathe better and last longer. However despite all this technology that goes into the rotors, they are still not strong enough to withstand a mechanic’s error. How often have you had a car pulsate when applying the brakes? The reason this happens is because the lug nuts on your wheels were not torqued down to specifications set out by the manufacturer. Every mechanic shop you walk into, you can always hear the distinctive sound of the air wrench being used to loosen and tighten parts and lug nuts. These air tools are capable of putting out an immense amount of torque, but that is where the problem starts. The torque setting on these air wrenches are preset to a single setting (usually the strongest), never changed, but used to tighten down everything on your car. BAD!

Today’s modern vehicles are built almost like airplanes and have very acute specifications that must be followed. The most commonly made mistake by mechanics and car owners are to over-tighten the lug nuts on the wheels of their cars. Some even go as far as jumping on the tire wrench to ensure that the lug nuts are “tight” and that the wheels will not “fall off” while driving. However, over tightening your lugs will lead to premature failure of your brake rotors as seen by warping or deformations in the rotor. It may also lead to wheel bolts “snapping” when over-tightening the wheels stretches and weakens the bolt.

It is therefore important to ensure that your lug nuts are tightened to the appropriate specifications and to do that, there are several things you can do. For most vehicles, the lug nuts need to be tightened down to 70-100 ft-lbs using a good quality torque wrench. However, you do not need a torque wrench to tighten your lug nuts correctly.

The approach I have always taken is to tighten the nuts as tightly as can be done with your fingers first. Then taking a tire wrench, tighten the nut without apply much effort until you feel some resistance. Then simply (without jumping on the tire wrench), put your body weight on the wrench until it stops turning. You do not need to jerk your body to ensure that there is more room to tighten. In general, if you follow this practice, you will put about 80-90 ft-lbs of torque onto the lug. Do this consistently for all your wheels to ensure that your brake rotors have maximum life. However, for best results, I still recommend acquiring a quality 1/2″ drive torque wrench, my favorite being the Neiko Pro line that I use religiously for every mechanical work conceivable.

It is a worthwhile investment and they typically range in price from $20-40, which is cheaper than a single brake rotor for your car. The brakes and wheels are the most important components of your car and therefore, requires the most care and attention. Go check your lug nuts today.

The Pros And Cons Of Affiliate Marketing

Making money is a priority for everyone. After all, just about everyone could use a bit of extra money right? Well, today, more and more people are turning to the lucrative field of affiliate marketing to make cold hard cash. In fact, many Gurus argument that there is a lot of money to be made with promoting other people's products. However, as a newbie Affiliate Marketer myself, I can tell you that there are some advantages and disadvantages to this business model. In this article, we'll discuss both.

First of all, if you do not know what affiliate marketing is, do not feel bad, I did not either at first. Affiliate marketing is basically a cooperative agreement between a merchant, and an online affiliate. The affiliate gains contracts by providing customers to the merchant.

There are typically three payment structures for affiliates. With pay per click payment structures, affiliates are paid when the customer visits the merchant from the affiliate's site. On the other hand, per lead payments are made when an affiliate reiter someone to the merchant's site and that person fulfills the required action. For instance, let's say you're an affiliate for an insurance company who pays you when prospects fill out an application. In this instance, you'll be paid when someone submits a valid application which is called paid per lead. The third type is called pay per sale. During this instance, an affiliate is paid only when a potential customer purchases the merchant's item.

Advantages of affiliate marketing:

o Money, money and more money. There is a lot of money to be made with affiliate marketing and many people make great incomes promoting other people's products and services.

o You can be your own boss. You work when you feel like it, or when you are able to. You basically write your own paycheck with the amount of work you can do. When you need extra earnings for holidays, or paying a really huge bill, you just invest more time into marketing products and make more money.

o Promote what you love. You can promote any product that you want to promote. There are literally millions of products to choose from, you simply have to find one that you like and go for it. In fact, some affiliate marketers test out niches and then produce their own competitive or complimentary products. By thinking outside the box, they are able to rake in even more money.

o Earn money while you sleep. You earn money continuously, even when you're not on the computer. You do not have to monitor your work with an affiliate program, because the customers will go to the merchant's sites whenever you are online or not. In fact, you can even make money while you were sleeping … what could be better than that?

Disadvantages of affiliate marketing:

Now that we've discussed the advantages of affiliate marketing, we'll now discuss the disadvantages.

o Hard to find good products. It can be tricky to find a product that is worth promoting. There are literally millions of products that you could promote and it is sometimes hard to focus in on just one.

o Dishonest merchants. It can be difficult finding a merchant or vendor that is really honest and legitimate. In fact, there are some merchants who are dishonest that they lie and refuse to give you credit for your referrals. In some cases, these merchants would rather shut down their businesses than pay up. And, the bad thing is that affiliates basically have little recourse whatever.

o Lots of competition. There is a lot of competition among affiliate marketers, especially for the good products. In fact, some technically savvy affiliate marketers have even figured out clever ways to steal commissions using special equipment. Although there are some precautionary measures affiliate can take, this can be quite problematic.

o It's not your product you're promoting. As an affiliate marketer, you are basically promoting someone else's product or service so your responsibilities are in their hands. If they decide to quit the program or reduce the responsibilities, you'll have no say so whatsoever.

In conclusion, there are advantages and disadvantages of being an affiliate marketer. Although there is great potential to make substantial income, marketing other people's products, puts you at a disadvantage. Therefore, your best bet is to take your time, test it out and build your own product so that you can get others to market it for you. That way, you'll be the one calling the shots.

Traveling in Mexico: Internet Cafes in Mexico City’s Zona Rosa

INTERNET CAFES IN THE ZONA ROSA

While you're tooling around Mexico, you'll want to stay connected. Mexico City has excellent internet café facilities even for those who Spanish is not the greatest. English is spoken in many internet cafés in the Zona Rosa and Historic District. Here are some of your e-café options.

Café Internet Victal

Address: Hamburgo No. 108 local 101 at the corner of Genova

Phone: 514 – 4161, 672 – 3821

With a going rate of 20 pesos per hour, this is one of the cheapest full-service Internet cafés in the area. Chats, computer games, and office programs (word, Excel, etc.) are also available. The staff is knowledgeable and helpful. The Victal is open from 9am to 9pm Monday through Saturday and is open on Sundays half a day. There are many computer-related services available – if it has to do with computers, they can probably do it or have it. Getting into the place is tricky at first. From the corner of Genova walk down Hamburgo about a quarter of a block. Enter the building through an arcade doorway and go up to the second floor. The entrance will be there but you'll have to look closely for the signs. The only visible signs from the street are above your head at the second story level with no clue for finding the entrance. You may have a short wait to get onto a computer but this place is worth the trouble.

Coffee Net – Zona Rosa

Address: Florencia No. 35 Local E (between Hamburgo and Londres)

Phone: 533 – 0844, 533 – 1760

An Internet café – cafeteria featuring a variety of gourmet sandwiches, salads, gourmet coffes and cappuccinos. The hourly rate is 25 pesos. Services are acceptable quality but a bit costly. Centrally located with good quality but pricey food.

Coffee Mail

Address: Amberes No. 61

A 24 pesos hourly rate internet café with standard fare. Similar in structure and price to Coffee Net but with less selection of sandwiches, coffees and foods. Regular customers typically come in to check or send e-mails. Other services are available but not heavily used.

Café Internet Red 2000

Address: in the Insurgentes metro station plaza

Phone: no phone

After exiting the metro at the Insurgentes station, this Internet café is in the outside plaza surrounding the station entrances. Long distance phone services are available through the internet. Rates are: 15 minutes 8 pesos, 30 minutes 16 pesos, 45 minutes 24 pesos, one hour 30 pesos. Only sodas and packed snacks are available.

Conecte Cafe

Address: Liverpool No. 140 (near Amberes)

Phone: 587 – 6179, 587 – 7737

A very well run internet café with full computer services including scanner, photoshop, translations, printing, Microsoft office and MP3 software available, all at reasonable rates. The internet use rate is 20 pesos per hour but there are only a few computers. Located across from Harmon Hall and Quick Learning building. There is also another Zona Rosa location at Genova No. 1. 71 on the first floor near Londres.

NOTE: There are other Internet cafés around the Zona Rosa area with varyingly higher prices for similar services.

In the Historic District:

LAFOEL Internet Service

Address: Doncelles No. 80 first floor (two blocks from the cathedral)

Phone: 512-3584, 521-2978

Open Monday to Friday from 9 am – 8 pm and Saturdays from 10 am – 5 pm. Rates for services are: 10 pesos for 15 minutes, 20 pesos for 30 minutes and 30 pesos for one hour. Conveniently located near the Zocalo but a bit on the high side for service costs. Okay just to check mail or send a quick message though. They also rent computer equipment. Just be sure to confirm the rates before signing anything or leaving the promises with equipment.

Finally, be sure to check out my other articles in the two continuing series: Teaching English in Mexico and Traveling in Mexico. If you would like more information, have questions or comments, the author can be e-mailed, see below.

Internet Marketing 101: Online Marketing for Small Business

Introduction

You own a small business. Do you need a website? An Internet presence can be a necessity or a resource-draining boondoggle, depending on your business and your target audience. You shouldn’t build or maintain a website simply because “everyone else has one.” However, even if you own a one-person services company and get all the business you can handle through word of mouth, you can still create an online presence with a minimum of time and expense.

If and when you do develop a business website, you’ll need to make some kind of investment in Internet-based marketing. Consumers increasingly and overwhelmingly use the Internet to research and buy goods and services. This means the competition is robust, and if your site doesn’t announce its presence it will simply sit and gather (virtual) dust in some computer’s memory.

If you’ve convinced yourself that you need to enter the web marketing arena, the following report provides a fundamental primer on the most widely used tactics for both paid and free Internet advertising. Just remember that each of the topics introduced here is complex enough that there are entire books written about them, so if something appeals to you do some additional research before jumping in.

Before You Start

There are two main questions you must ask yourself before starting any marketing efforts, whether on- or offline: “Who is my audience?” and “What are my objectives?”

Audience

The audience for most business marketing activities is obviously past, present, and future customers. However, as in traditional advertising and marketing, it helps to narrow down who you are trying to reach, segmenting your market by age, geography, gender, interests, occupation. Certain methods of Internet marketing, such as pay-per-click ads, allow you to target your customers based on this type of segmentation.

Objectives

We can assume that the overall objective of most marketing is to sell products and/or services, but you may have additional objectives for online marketing. These related objectives will hopefully end up driving increased sales, but they can be more subtle than simply asking customers to buy right now. For example, your online marketing plan might include goals such as these:

  • Support and increase visibility of your company’s brand.
  • Improve search engine rankings.
  • Offer reference information related to your business sector.
  • Increase number of registered users or newsletter subscribers.
  • Drive traffic to your company website.

After defining your audience and marketing goals, you can begin to formulate an Internet marketing strategy and tactics. When getting into online marketing, it is important that you maintain brand consistency. Build on the reputation that you have already established. Your on-line presence should mirror that of your “brick and mortar” presence. Use the same logo and tagline so that people will understand that you are the same company. Having an online presence is a way to build on what you have already accomplished.

In the remainder of this report we’ll look at the most common ways you can use the Internet to deliver your message and start increasing your sales.

Table of Contents

websites

E-Mail

Newsletters

Other Announcements

Search Engine Marketing and Display Advertising

Search Engine Optimization (SEO)

Pay-per-Click (PPC)

Display Advertising

Social Media and Networking

Decide: Who, What, Where, When, and Why?

YouTube, Facebook, Pinterest, Etc.

Twitter

Blogs

Forums & Discussion Groups

Article Placement / E-Zines

Other Internet Marketing Outlets

Wikipedia

Directories

websites

We won’t get into the vast topic of how to build and manage a website, but if you aim to use the techniques described below, it is nearly essential to have one. Most of your marketing efforts will have a “call to action” that involves your audience visiting your website to research products or services, find contact information, sign up for a newsletter, or place an online order. Whatever you are asking people to do in your online promotions, make sure the website allows them to easily complete that task. One other vital component of any business website is an analytics program (Google offers a fairly robust application free of charge), so you can track how well your marketing efforts are working and calculate the return on your advertising investment (ROI).

How can you develop an online presence at little or no cost? There are several companies that offer free site building tools and hosting services. If you go this route, select a company that has a proven track record, so your hard work isn’t wasted when the company goes out of business or suspends the service. A couple of reliable options are Google Sites and Yola. If you have any money in your budget at all, you should probably just spend the less than $100 per year it takes to buy a personalized domain name (for example, “mybusiness.com”) and a Web hosting service. Another potential option, depending on your business and marketing goals, is to create a free blog (see below for more details). The most popular free blogging services as of this writing are WordPress and Blogger.

E-Mail Newsletters

E-mail newsletters provide one of the most highly performing avenues for marketing. You can collect customer e-mail addresses by asking visitors that come to your website to subscribe, by requesting e-mail addresses from anyone who visits your physical location, or by purchasing an e-mail list. To generate a higher rate of readership, make sure the audience is narrowly targeted and has some vested interest in your product. By sending out your newsletter on a regular schedule (weekly, monthly, quarterly, etc.) you can counteract the transient and temporary nature of Internet users by continually reminding them of your company’s existence. Affordable services like Constant Contact can be used to manage mailing lists, statistics, and opt-in/out functions.

Caveat: Sending commercial e-mail messages to people who have not agreed to receive your mailings can result in severe fines and penalties from the federal government per terms of the CAN-SPAM Act.

Newsletter content should appeal to your defined audiences, with industry- or product-related news and events, company-specific news and events, practical reference information, and interesting statistical and demographic information. The newsletter copy should publicize links to appropriate pages within your website.

You will need to maintain one or more separate lists for the purpose of sending targeted messages to particular audiences (see Other Announcements below). You might combine all your lists to send a monthly newsletter, and send other bulletins to past or potential customers as appropriate.

Other Announcements

Other announcements are e-mailings that can consist of press releases, coupons, special notices, or anything you want to communicate specifically to members of one or more e-mail lists.

Search Engine Marketing, Pay-per-Click and Display Advertising

Search Engine Optimization (SEO)

Search engine optimization means constructing a website that is easily crawled by search engine spiders, and it encompasses a variety of techniques designed to improve your site’s (or page’s) ranking in the search engine results page. The goal is for your site to be found by searchers who are looking for sites related to a certain keyword or phrase, for example “little red wagon” if you are in the business of selling toy wagons. SEO can be divided into on-page activities (e.g., amount of content, metadata, links, programming methods and structural issues) and off-page activities (most importantly, obtaining links from other websites to your site).

Pay-per-Click (PPC)

Pay-per-click advertising refers to text ads displayed on search engine results pages (versus “organic” results achieved by SEO) and other sites, usually in the margins. In the case of Google AdWords and Microsoft’s adCenter, you can open an account and specify the keyword(s) that, when searched for, will generate an ad that links to your website. You pay only when a searcher clicks an ad and is directed to your site. In the example below, the key phrase is “little red wagon,” and pay-per-click ads are located at top (in yellow) and in the right-hand column (subtitled “Sponsored Links”). The first organic listing is “Little Red Wagon Foundation.”

A few of the benefits of PPC advertising are that you know exactly how many people view your ads, how many of those viewers click through to your website, and (if you are using a site analytics tool) what they do once they reach your site. You can also start and stop running ads at a moment’s notice, experiment with any number of ads you like, and fund your campaign with as little as $10 to start.

Display Advertising

Display advertising, also called banner advertising, means purchasing ad space on another website and placing a text and/or graphic ad with a link to your site. This technique is generally more complex and expensive than pay-per-click, but can be very powerful if the right message is shown to a tightly focused audience. To achieve optimal click-through rate (CTR), advertise on websites where you assume your target audience is visiting, rather than a general interest website. Most marketers don’t purchase ad space directly from another website, but use a banner ad network to automatically place ads on appropriate websites. A couple of the biggest names in display ad serving are DoubleClick and BurstMedia.

Social Media and Networking

Social networking is the latest buzz in the modern marketing arsenal. If you have any doubt about its impact, especially on the under-40 population, read this list. Small businesses with limited resources should weigh their time spent and the potential benefits carefully, however. It can also be difficult to measure the return on your investment for some of these tactics.

The general principle of “marketing” on social networking outlets is that people who have similar interests will virtually congregate around Web content that discusses that interest. They may be interested in product information in the form of reviews or personal opinion, but hard sale approaches are mostly discouraged and unproductive. Your goal is to become a trusted advisor-which usually means revealing your identity and at least some part of your personality. If that premise makes you uncomfortable, you might still find social networking sites valuable for market research purposes. Find out what people are buying and why, then use that information to help shape your other marketing activities.

The following section describes the more popular social media outlets and sites, but keep your eyes open for new virtual spaces where you might get more attention by getting in on the ground floor.

YouTube, Facebook, Etc.

YouTube allows you to post videos on your own “channel,” a distinct Web page that can be customized and allows for posting links back to your own website. A major positive aspect of this venue is that the number of views is posted and viewers can submit comments, so you know whether your videos are popular and why.

Facebook is considered the model for modern social networking sites. Facebook allows you (individual, corporate, non-profit, etc.) to create a page, attract “likes” and reviews, communicate with followers by posting status updates, photos and videos, and so on.

Although the previously named sites are the most popular in terms of visitors, there are a couple of business-oriented networking sites that may be more useful for making business connections. LinkedIn helps you develop a network of clients, service providers, and subject experts; find business opportunities and partners; post job openings; and more. More detailed advice on best practices for using LinkedIn can be found in many online articles and blogs.

Twitter

Think of Twitter as a mini-blog (see below) that allows you to broadcast messages of 140 characters or less. The messages appear to your “followers” on their phones or computers, as well as on Twitter.com. The biggest challenges are to gain a useful number of followers and to think of something engaging to write to them. If you are a speaker, writer, or performer Twitter can be used to let your fans know what you’re doing and when. If you have a retail store you might let your followers know that you’re offering a discounted item or running a special sale. You should post a Twitter sign-up link on your website, and within your signature line in outgoing e-mail messages. You can also gain followers by following people who work in or comment on your industry, as some Twitter users will follow those who follow them.

Blogs

The word blog originally came from the term “Web log.” There’s no real standard for what a blog is, but most commonly authors use them to comment on (and link to) other online news items, websites, or other Internet content. For the most part, direct selling on a blog is frowned upon and is probably a recipe for driving away potential readers. What do you write about, then? Well, if you run an Internet marketing firm you write about trends in Web marketing, what the search engines are up to, tips for do-it-yourselfers, or what you thought of the latest Hollywood blockbuster. Seriously, read some blogs and you will find all sorts of personal opinion mixed in with professional advice and commentary. The goal of your blog, however, should most likely be to establish yourself as an expert and trusted advisor in your chosen field.

You might also pursue getting your products, services, or website mentioned in related blogs by other industry experts. When a high-visibility blogger mentions a website on his or her blog, the site is exposed to a potential audience of new viewers. Often, blog postings are simply press releases that are picked up by sites that discuss topics related to a particular product or industry. More opportunities (and traffic) in this arena can be realized by developing relationships with individual bloggers.

Additional Tips:

  • Post an article that was written by someone else, just be sure to provide a link to the original article and give credit to the person wrote it. You can then give your commentary on the topic of the article or find a way to relate the information to local trends or challenges.
  • Ask colleagues to be “guest bloggers” by writing articles for you to post, again giving them credit and adding their byline and a link to their website. Using links is a good way to drive additional traffic to their sites so it’s a good trade-off for both parties.
  • Nick Francesco of AskNick.com said, “A blog gets people’s attention and Twitter keeps it.” Consider using these two outlets together.

Forums & Discussion Groups

A forum (also known as discussion group, message board or bulletin board) is a component of a website where users can ask questions, offer advice, or share experiences with others about a certain topic or topics. Nearly every hobby on earth has a number of popular forums wherein members offer their thoughts and feelings on all aspects of their favorite pastime. Contributing a comment (with a link to your website) in discussion groups related to your products or services can create a small surge or spike in traffic, but usually has little long-lasting effect. To maximize effectiveness, target forums on high-traffic sites that have 1,000+ users, and reply to topics with larger numbers of views (relative to other posted topics).

You can easily build your own bulletin board/forum component on your site with free or low-cost software. User forums have the potential to greatly increase the “stickiness” of a site, given a critical mass of traffic required to generate new discussions and keep participants interested in returning. You can start by “seeding” topics on your own, but there won’t be any results until traffic is directed to the forums. The conundrum for small businesses may be the time required to moderate a forum once it becomes successful. One solution is to seek out a volunteer moderator who exhibits a keen interest in your field. A sample of a baseball trading card forum is shown in the screen shot below.

Article Placement / E-Zines

Another avenue for generating incoming links and traffic to your site is the free article market. Article submission (or e-zine) websites allow you to publish articles on a variety of topics. Examples include EzineArticles and ArticleCity.com.

Depending on terms of use, these articles may be used as content on other websites, or collected on the site where submitted. The main objective of most article contributors is to increase their search engine rankings with the placement of backlinks on other reputable sites. Providing reliable and accurate reference information is secondary, and the traffic potential from article readers is questionable.

Obtaining links from article submission sites isn’t likely to improve your site’s search engine rankings much. However, existing content from a print newsletter or other written material can be re-purposed with a relatively small time investment. Be aware that creating articles from your website’s content verbatim may cause search engines to penalize your site, as the search engines take a dim view of text that is republished multiple times (“duplicate content” in search engine optimization terms). Submitting articles to sites with the most traffic will give your site the best chance to be discovered by new readers.

Caveat: Once an article is submitted, you have little or no control over who uses your content and for what purpose, depending on the copyright policies of the site on which the article is posted.

Other Internet Marketing Outlets

Wikipedia

Wikipedia is, essentially, an online encyclopedia. The unique aspect of Wikipedia is that users generate the content, though content must be approved by volunteer editors. Traffic will grow if and when others link to the entry. If you add content, your time commitment will be relatively minor, and the benefits might include improved search engine ranking and a slight increase in traffic to your site. As with other forms of Internet communication, a Wikipedia entry that is essentially a commercial for a product, service, or company will not be viewed positively and is unlikely to be approved by editors.

Directories

Online directories allow Internet users to browse through categories of topics to find websites related to a certain subject. There are directories for businesses, blogs, websites in general, and more. Many directories are free, and some only list you if you pay. The mother of free directories is the Open Directory Project, and by all accounts the best paid directory for business is the Yahoo! Directory ($299 annually). Be aware that you might wait a long time for some of the free directories to list your site, as they may rely on volunteer screeners. Directories not only allow consumers to find you in their listings, they also help get your site indexed in the major search engines. If you submit your site to a directory, make sure to read the submission guidelines and follow them exactly.