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									?Our "schema", the sum of our entire experience, determines, to a large extent how
we interpret information. Therefore we need to determine and consider our audience's
"schema", before disseminating information.
Lets take the following example.
Joan and Mary are having a chat over a cup of coffee, three year old Tina is playing
quietly with her toys at their feet.
Joan is telling Mary about her vacation in Singapore. "Oh and you should have seen
the beautiful pink hanging orchids in the botanical gardens!".
Mary has no trouble in visualizing this picture quite accurately. Granted it's not the
same picture as Joan has in her mind. But Mary knows what a botanical garden and
hanging orchids are.
On the other hand what does little Tina make out of this statement?
At three she has a knowledge of the word "garden". To her "garden" is a relatively
small, brick paved space outside of her unit backdoor. Surrounded by a paling wood
fence. Tina also knows the word "pink" and happens to have a pink ball that she plays
with in her garden. The words "botanical" and "hanging orchids" are not a part of
Tina's vocabulary yet.
Therefore Tina does not have the capacity to picture what Joan is describing. Instead
she pictures her "garden" with her "pink" ball.
This has nothing to do with intelligence. Tina's misinterpretation of Joan's description
is due to her "schema" or the sum of her entire experience.
The gap between a young child's "schema" and an adult's "schema" is fairly obvious.
What is not always so obvious is the adult to adult "schema" gap.
We may all be privy to the same exposure to experiences in our day to day living but I
think what we actually take in from that exposure is determined greatly by our degree
of interest in the subject.
For instance personally other than using cars to get me from point A - B, I have never
been interested in cars. I drive a lot and am surrounded by cars constantly, however
with a few exceptions I couldn't tell you what make or model most cars are. The
reason? A lack of interest.
I remember a couple of years ago after purchasing a 1995 Maroon Lancer, for the first
couple of weeks, I was amazed at how many Maroon Lancers were on the road all of
a sudden! of course they had been there all the time I just hadn't taken any notice of
them until I had an interest in that particular car.
I guess the point I'm trying to make here is that probably everyone has a different
"schema". Therefore two or more people will interpret the same information in
varying degrees of differentiation.
Alexander the Great was aware of this at the early age of eighteen when he took
command of his father's army. He knew that good communication was a vital
component to ensure victory in battle. His army was composed of men from all
different regions in Greece who spoke various dialects i.e.. Attic- Greek from the
region of Athena and Kornaic- Greek from Corinth etc.
This posed a problem for Alexander, not wanting his orders misunderstood he
endeavored to invent a language that would not be subject to misinterpretation. He
called his language Armaic Greek [Also known as Common Greek because all of
Alexander's men had to learn it]. Although devised for his army Armaic Greek is
recognized to this day as, the most accurate language ever devised. Composed of past,
past, past, present and future, future, future tenses, as opposed to our English past,
present and future tenses, this language was designed with the least possibility for
misinterpretation in mind.
Like Latin it is now classed as a dead language. Today as far as I know it is only
taught in seminary schools because it is also the language of the New Testament texts
of the Ephesians.
Technical topics like medicine where misinterpretation can be dangerous have also
adopted their own lingo so to speak. Any specialist field adopts terminology not
commonly used by people not involved in that particular field. The world is full of
acronyms only understood by those involved with their application and Internet
marketing is no exception.
As an example take a look at the explanation Google gives you for a common error on
your sitemap report after submitting a Google friendly site map.

10.4 Client Error 4xx
The 4xx class of status code is intended for cases in which the client seems to have
erred. Except when responding to a HEAD request, the server SHOULD include an
entity containing an explanation of the error situation, and whether it is a temporary or
permanent condition. These status codes are applicable to any request method. User
agents SHOULD display any included entity to the user.
If the client is sending data, a server implementation using TCP SHOULD be careful
to ensure that the client acknowledges receipt of the packet(s) containing the response,
before the server closes the input connection. If the client continues sending data to
the server after the close, the server's TCP stack will send a reset packet to the client,
which may erase the client's unacknowledged input buffers before they can be read
and interpreted by the HTTP application.
Now as you can see it is written in English but the specialist terminology makes this
instruction a load of goblety gook to the uninitiated.
If you are serious about building or promoting a business online you have to be
prepared to assimilate the right information. In other words build your SCHEMA.
This principle applies to anything you want to do successfully. So where do you find
the right information? The information is all around you just as in my car story above.
You are looking at it right now! You just have to be interested enough to actually see
Every website, including this one, that you come to when you input a search term to
one of the search engines is doing it's job of promotion.
This website is promoting "How To Start A Business Online" Ok you say to yourself.
How does this website make money. If you are interested enough you will make it
your business to find out at:
Haven't guessed yet? It is staring you right in the face all over our site!
Just like all the cars I pass on the highway but don't really take any notice
of their makes because I am not interested enough to do so.
We get paid very well for each time a visitor clicks on one of those little Google ads
you see all over our site.
It's a win win situation. We get rewarded for providing useful content on the Internet.
You the visitor get rewarded because we have the incentive to provide you with on
going good
content without having to charge you a membership fee.
Now if you have a product or off-line business that you want to promote on the
internet. Or you are promoting an affiliate product or program, learn to build your
own website and optimise it for loads of traffic. Fill it with GOOD content. Approach
Google to accept your site into the ad sense for content program and let them place
adds on your site. This way you will achieve the promotion of your product and
another very lucrative income stream from Google at the same time.
Just stop and think for a moment:
I hope so,
Kitty Brown.

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