Top 5 myths of accounting career

One of the foundational operations of each and every business is accounting. Accounts play an imperative role within a company which determines it success in many ways. This is why businesses need to hire good teams like Accountant Brisbane to ensure optimal operations.

The growing demand of accountants is the one of the reasons why more individuals are heading towards this field. Every year millions of accountants come into the market looking for jobs. However, there some students change the field due to a number of misconceptions, and to be more precise, myths. Here are the top 5 myths within the accounting career:


  • Mathematics is the base


This is not true. Accounting does not equate to mathematics. There is a difference between both the subjects. Even though both of them require you to be with good with numbers, there are significant differences between both the fields. So if you are planning to drop accounting pathway due to your weaknesses in mathematics, then do not. The role of accountants is more towards analysis and investigation.


  • Accounts is boring


One of the reasons why people divert from this interesting field is the misconception of it being dull and boring. Some say that it suits more introvert personalities. This is not the case at all. In fact, accounts is an interesting field with a room for experimentation. Many successful people who choose accounting move on to interesting career options due to their prior development of analytical, problem solving and communication skills. The job is not at all boring.


  • You will be restricted to computers


There is no doubt to the fact that accounting involves a lot of computing but it is not the only thing you are required to do. There is a lot more to accounts than computers. The daily lives are not only based on sitting at desks and just crunching numbers. The role of accountants is changing gradually due to the advancement in technology. A whole area is related to meeting clients and reaching their needs and objectives.


  • Accounting suits only men


This is a clear-cut misconception that accounting is only for men. This not true at all, especially in this day and age. Even though the gender gap is yet to be closed completely, it is definitely getting closer in the field of accounting. Studies and statistics have shown that more and more women are now getting involved in the accounting field which seems to be a positive indicator for women.


  • Accounts will be replaced by robots


This is another misconception that has restricted many interest students to opt for this field. Even though automation is at its peak and robots are becoming a norm, it is a clear myth that robots will take over the field entirely. The accounting role is getting transformed rather than simply replacing humans. The demand is going nowhere soon. However, the field tends to get more competitive and students need to work harder and smarter.

How Positive Thinking Has Changed My Life

Although it has become something of a cliché, I staunchly believe in the power of positive
thinking. As a business leader who has spent more than two decades with National Bank, I have
come to realize how important recognition is and, at the same time, how invaluable
encouragement and positive reinforcement can be. Negativity does not work.

They are also excellent tools to help manage people, and in my charitable endeavors, to
support teams and individuals contributing their valuable time. In addition, a positive attitude
can create encouraging results, both in corporations and at charity events.

Brian Tracy — a widely acclaimed best-selling author who penned Believe it to Achieve It and
Change Your Thinking Change Your Life — admits that the idea that your mind can change your
world seems too good to be true. But Tracy, who calls the power of positive thinking
“remarkable,” adds that he has personally experienced and has witnessed the good that
focusing on the positive can bring.

Tracy says that healthy, happy people spend their time thinking about what they want and how
to get it.  “In this way, developing a positive attitude can truly change your entire life,” Tracy says on his

For myself, success in my responsibilities at National Bank has come a mixture of hard work,
dedication and loyalty. But, I also credit what I do outside the office to creating a balanced
framework and state of mind that allows me to succeed in the office.

For example, I chaired the 2018 Right To Play Heroes Gala honouring Louis Vachon (National
Bank’s CEO), while raising a record-breaking $2.8 million for the organization. Charity work and
community participation are a huge part of our culture at National Bank.

On top of that, I’m involved with Scotiabank Road Hockey to Conquer Cancer, which has raised
more than $18 million for research at the Princess Margaret Cancer Centre in Toronto since it
was launched in 2011. This particularly cause is very important to me because I am a cancer
survivor who received treatment at the centre.

Charitable giving is about more than just raising money. It’s a way of showing gratitude to your
community. If you believe a cause is worthy of your support, do all you can to provide that

A Merchant’s Guide to E-Commerce Fraud Prevention

Is there anyone out there who doesn’t love online shopping? Now, you can purchase everything from your favorite shoes to your weekly groceries without ever having to leave the house. But while we seem to be growing lazier by the day, online fraudsters are only getting more active. In fact, studies show that e-commerce fraud is growing more rapidly than e-commerce sales, itself. According to a report by information services company, Experian, attacks in the U.S rose 30% in the year 2017. That’s two times faster than the growth rate of consumer sales in that same year.

There are a few explanations for this phenomenon. For one, the large-scale data breaches we have seen on the news all too much as of late. Exposed data has made personal information more accessible than ever before, making entry into users’ online accounts a breeze. Another cause? The smart phones we know and love. According to Adam Rogas, CEO of fraud prevention company, NS8, the Internet of Things (IoT) has created more points of entry and more opportunities for fraudsters to leverage this power. He adds, “With global ecommerce growing rapidly, particularly on mobile devices, merchants will need to embrace the use of third-party data and automated verification tools to score users and session data.”

E-Commerce Fraud Defined

E-commerce fraud, also known as purchase fraud occurs when a criminal carries out a transaction on a fraudulent basis, whether that involves a stolen or inauthentic credit card. Identity theft and synthetic identity fraud account for the majority of fraud losses. Identity theft is quite self-explanatory. Synthetic identity fraud, however, gets a little more complicated. Fraudsters are going as far as to create entirely new identities. Stringing together bits and pieces of information from a fictitious name to a minor’s social security number, criminals are creating fraudulent accounts and going unnoticed. When it comes down to it, e-commerce fraud affects everyone. Not only does it target other individuals’ identities, it leaves merchants without pay for those sales as well. This year, the cost to retailers has been approximated at $2.94 for each dollar of fraud loss. It will continue to go up if we fail to be proactive. “There will be an increased reliance on connecting pre-session data and recognizing fraud earlier in the process, rather than just verifying payments and personally identifiable information,” says Rogas.

The system of fraud prevention can get pretty tricky, especially when you consider the variety of evolving ways fraudsters are going about their business. Although, it is important to remember that you are not alone. With the right experts and a little bit of background knowledge, fraud prevention will become an intuitive and manageable aspect of your business. Here’s how to get started!

Create a Support Network

There are many companies out there that are struggling with the same security issues that you are. Some have identified new risks and are investing their time and resources into combating those issues. Whatever the risk factors may be, it is helpful to hear from peers and similar businesses to gain clarity about the subject. Attend meet up groups and begin crowd sourcing to connect with others and expand your own knowledge.

Do Your Homework

Of course, you will need to do your own research as well. Begin to educate yourself on some of the threats posed by fraud and what the consequences may be if you are not proactive. It is a constant learning process. “When starting and growing a small business, there are always going to be road bumps that present themselves. If something doesn’t go according to plan, quickly regroup and identify a better way to solve the problem the next time around,” says Rogas. To that note, businesses must continue to be vigilant, even more so than the ruthless criminals who continue to enhance their plan of attack.

Enlist an Expert

Fraud prevention requires a great deal of know-how and most businesses out there could use a little help. Luckily, companies like NS8 exist for the sole purpose of providing that expertise. By filtering out automated fraudsters from retargeting, NS8’s flagship software, NS8 Protect empowers businesses to defend themselves on multiple fronts. It also monitors site performance, alerting businesses when an issue may be negatively impacting them. “At NS8, we’re scoring everything from first click to finish, giving businesses data they need to make informed decisions. The composite scoring methodology that powers our  EQ8 Score looks at users and sessions throughout their entire customer lifecycle, giving companies the most comprehensive view they can get of the visitors to their site.”

The costs of preventing fraud are far lower than the expenses of dealing with fraud after the fact. It’s time to get active; following these steps, you’ll be on the right path.


Small Business Financial Success Tips

It does not matter how much money you start with when you open your business. In all cases you have to handle personal and business finances. Taking really good advice or applying common sense is not at all attached to having a degree. Self-discipline is practically all that is necessary, together with the necessary knowledge. You do not have to work for specialists like Noll Law DWI Lawyer in Springfield or similar. You just need to start learning about small business finances.

For any business, financial management, bookkeeping and accounting are vital. Money is the one resource that you use in order to create the future. This is true for any time duration. In the event that business finances are not controlled, the future of the business is also not controlled.

While there are so many things that can be said about managing small business finances, we narrowed down the list to some that are particularly effective for you right now, no matter the situation you are in.

Separate Personal And Business Money

It is really important that you do this since when you put your personal money into the business, it practically becomes business money. This is why you absolutely need to separate the two. If you are faced with a business expense, you use business money. If you need to spend money for personal reasons, you use personal money.

Keep Track Of The Money You Spend

You need to be sure that you track every single dollar that comes into the business and that goes out. It is something that seems to be obsessive but this is not actually the case, due to different possible reasons. When you have truly accurate records you end up saving a lot of money on taxes. Also, you can accurately evaluate any progress you might be making towards a specific set goal. Adjustments can be made whenever things are not going as planned.

Write Everything Down

You do not need to have full accounting programs installed on the computer or track all expenses and incomes. At the minimum, there is a need to have a specific, single place where you will write down everything. Even a notebook can be enough for a small business. Buy some books from stationery stores and actually use them for tracking purposes.

Save Money

When talking about businesses we rarely talk about saving money but this is actually a really good idea. It does not really matter what the situation of the firm is and the amounts that are owed. Having a fund that is steadily grown and never touched is always a good idea. A regular percentage of the entire income is normally al that you need. Remember that even if you can just save one dollar, it is still better than zero. You never actually use this fund, until something very serious happens.

Reduces Expenses

Last but not least, you want to spend money only on what is actually needed. This is true even in the event that you have a lot of cash on hand. Splurging on brand new equipment is really easy if the money is present but you should not do this. You just have to spend on what is needed and you then want to put the rest in a fund.

Why Productivity and Great Ideas Matter

When I worked at a golf course as a little kid, I asked all of the members about their businesses: how they came up with their ideas, what made them successful. Now the tables are turned and young entrepreneurs will often ask me about a typical day and how I make it productive.

What excites me about my current role as an investment banker is that each day is completely different. I never know what’s going to happen, which clients will contact me for something, what type of investment someone will show us.

I actually started my career working at Arthur Andersen, one of the big accounting firms in Toronto. Then I worked at a big bank in equity research for five years and as a money manager for a few years. So, I’ve done all that corporate stuff and there can be repetition working for large companies. I like the variety each day brings now.

Being productive is about being available 24/7. The phone never stops ringing, the emails never stops coming in. And the reason for that is so people know that you’re available. It is one of things that make us unique and productive and successful.

When my partner and I founded Hillcrest Merchant Partners, we wanted to make sure that we emphasize that we are an idea company. Great ideas, great management, that’s what we look for. People talk about money, which is obviously important because it takes money to bring an idea come to life. But money is really a commodity and isn’t necessarily a differentiator.

Because money is available for good ideas, it’s really about bringing the right team together to help the idea come to fruition. Every idea requires a different plan, so I am always looking to meet great management teams with great ideas.

I want to see a track record of excellence – not necessarily having won at all costs, but having been positively competitive. I want to see a leader who gets the difference between leading and managing and who knows when to hand off the managing duties. It’s also important to establish a leader’s integrity. As an investor, I want to be comfortable that bad news is going to be shared and not glossed over.

We look for two key traits in companies: Being able to create solutions to difficult problems and coming up with ideas that apply to large, addressable markets. Typically, companies that we may be interested in investing in hold long-term patents and provide competitive, sustainable advantages over other companies. This is what gets us excited about new prospects.

I’ll usually tell people, there are 24 hours in a day. I sleep for three or four of them. I am fortunate in that what I do doesn’t feel like work. My job, my life, takes me to many different amazing places around the world. I’ve been to almost every continent and I’ve seen some of the most incredible cities in the world—just because of work.

How Reliant are Businesses on Modern Technology?

The short answer to this question might be ‘very’ if judged by the amount of tech used on a daily basis by many businesses. Indeed, it could be argued that businesses have to embrace tech to at least some degree to stay competitive.

When tech fails

In terms of exactly how reliant businesses might be on technology, it’s worth noting that some seem to grind to a halt if key aspects of their tech are malfunctioning. If it’s impossible to, say, order a product from a company or generally do business with them because their online systems have gone down then it could be argued that said business is over-reliant on technology.

For example, modern point of sale tech makes face to face transactions quick and easy and enables highly accurate and instant stock control, but if there’s a malfunction or even a power outage then it’s important to have a manual back up such as good old manual card readers and maybe even paper and pen to keep the coffers flowing.

Embracing tech but afraid of disruption

With tech prices coming down all the time, more small businesses are embracing new innovations and investing; developments such as the cloud have enabled even the smallest of businesses to have high capacity data storage and back up without the very high cost of physical storage methods.

This move towards using more technology brings with it the fear of disruption. This article summarising various small business tech surveys found that well over 50% of small businesses were concerned about tech disruption.

Tech not necessarily sweeping all before it?

The same article revealed that not all businesses are totally embracing tech:


  • Only 53% have a website
  • 80% still use a manual integration tool of some sort
  • 27% don’t have IT support

Then again, the piece found that some businesses rely heavily on tech:

  • 66% of businesses would fail without wireless tech
  • 92% of small businesses are using at least one cloud based solution
  • 66% of business owners use mobile tech to manage everyday operations   

Embracing tech in itself is a learning curve, so it’s important for businesses to stay up to date in terms of what options tech provides, new developments and how to use it efficiently and safely.

Are we at the mercy of tech?

As with smaller companies investing in tech, but equally worried about disruption down the line, there are concerns businesses in general are not only becoming over reliant on tech but could be hostages to it such as when relatively simple factors grind things to a halt.

For example, something as basic as a power outage can (and does) bring untold problems to businesses. It’s a simple fact that tech controls so much of our day to day infrastructure such as power grids, financial markets, train and plane travel and all of this is key for the smooth running of business, while sitting outside of its control.

While many may expect the power supply to be ‘always there,’ the reality is that increasing tech makes more demands on what is an already stretched US power infrastructure.

This is concerning for businesses with personnel simply not used to working without tech.


For example, in the relatively recent past architects and engineers could continue their work using basics such as paper and pencil if tech failed or there was a power outage. Nowadays, a newer generation of people in these professions (and many more) would founder without their CAD packages and other tech.

Ironically, businesses leave themselves more vulnerable to basics, such as power outages, compared to a few decades ago simply because of their dependency on tech.

Will traditional skills die out?

So, will people like architects and designers continue to possess ‘manual’ skills such as using pen and paper, or will the professions rely on digital design tech to the point of making traditional skills extinct?

Some people are less inclined to sketch out ideas on paper compared to firing up the laptop or grabbing the smartphone, and some business owners suddenly realize that without their tech they simply cannot function.

Tech has delivered transformative change to the way in which we do business, but there’s no doubt that many have become over-reliant on recent innovations to the extent that they’d struggle to function without them.


Must-Have Toys This Holiday Season

Christmas is looming, and we are counting down the days until it hits.  If you’re looking for must-have toy targets or last-minute gift ideas, you have come to the right place. Even if your holiday shopping is finished and you’ve moved on to wrapping, keep in mind some of this year’s must-have toys will still make for amazing birthday presents in 2019, especially if your little person is well aware of what’s hot and what’s not!


One of the many animal favorites this year are Scruff-a-Luvs. With a medium-ranged price tag, these cute little furballs arrive bedraggled and matted. The objective is to allow children to carefully attend to and groom the neglected critter, enabling a beautiful and adorable little pet to be revealed from underneath.  A wash, a dry, a brush, and a set of adoption papers is all that is needed for kids to fall in love with their new fur baby, and every package comes with one Scruff-a-Luv, a name tag collar, a brush, hair clips, and an adoptions certificate.

One of the truly wonderful things about this particular toy option is that it shows children that a little love and attention can go a long way. An important lesson can be learned by taking something abandoned, unloved, and uncared for and helping it become its best self through tender, loving care. What’s not to love about that lesson? Even more important, Scruff-a-Luvs are proud supporters of The American Society for the Prevention of Cruelty to Animals, and each purchase means a donation to the ASPCA.


Got a real animal lover on your hands? The Hatchimal is another critter we recommend. Living inside of eggs, your child can hold them to hear their heartbeats, flip them for fun, and if your child taps on them, they will tap back. Hatching them requires your help and your touch, and with the right amount of time and TLC, your child’s animal will peck its way of its egg. While you have no idea what creature you will find inside your egg, once it emerges, it can be taught to walk, dance, talk, and even play games with your child! Hatchimal’s website that allows your family to explore, and is customized to accommodate either a grown-up or a child in order to learn about these fun and interesting Hatchibabies.

L.O.L Dolls.

L.O.L. Dolls are a real hit on the internet right now. From videos featuring these figures with mix-and-match accessories to a wide range of products that feature them, there is a little bit of something for everyone. Advent outfit of the day, different biggie pet options, and an Eye Spy Under Wraps series that includes 15 surprises are all options that L.O.L doll aficionados will enjoy. The Eye Spy Under Wraps series includes a spyglass, a secret message sticker, a surprise code, a bottle, a mystery disguise, and a special set of shoes and accessories. Your child can use the spyglass to find the clues to feed and bath the L.O.L. surprise doll. It is moderately priced and can be found at major shopping hotspots including Target, Walmart, and Amazon.

Personalized Toys.

If you’re looking for something that’s truly unique, maybe you would prefer something personalized. From the wide array of Jizels personalized toys to storybooks that feature your child’s name or image, there are many ways to develop that one-of-a-kind experience for the youngster in your life. Put Me In The Story features books for both boys and girls, and allows both parents and grandparents to select and customize birthday tales, bedtime stories, Christmas anecdotes, and even award-winning narratives that will bring laughter, smiles, and personal recognition to your child. Encouraging your child to sit and listen or to improve his or her reading skill has never been easier or more fun! It makes for a one-time gift that can keep giving all year long.

If you haven’t made up your mind, be sure to pay attention to the Instagram social following of websites you’re perusing to help you determine what is hot and what is not this year. It can help you learn more about what consumers are saying about the product, the services, and the reputation of the company you are looking at.

What are some must-have toys in your cart this season? Are there particular items your little ones are begging to have? Feel free to share your holiday gift giving ideas for the children in your life here.

Follow the Leader: Redefining Management to Excel Your Business

In the age of globalization, many companies recognize the importance of diversity among the team. Welcoming diversity, global-minded businesses are making room for greater creativity and productivity, encouraging new ideas and skill sets, language proficiencies and efficiencies to achieve overall unity. Despite growing diversity in the workplace, there is one thing that has been left unchanged, leadership. When leadership styles and leadership programs remain stagnant, we fail to honor the treasure trove of diversity we are now finding in global business.

Frustrated with the lack of direction and impact in modern leadership, Andrew LeMasters decided to do something about it. Founding leadership training program, Spearhead Development Group, he began his pursuit of revolutionizing the way leaders are developed. For LeMasters, leaders have a lasting impact on the communities they are a part of. Fulfilling their highest purpose, leaders are capable of turning their houses into joyful homes and their workplace into a space where dreams and communities may thrive. Although, this often is not the story. With todays tired approach to leadership, employee turnover, restructuring and dissatisfaction become news headlines, without ever addressing the why. Fortunately, LeMasters is reshaping leadership by pointing out the problems, the reasons behind them, and how to fix them.Employers need to realize that there is a huge difference between leaders and managers.  They may have the same titles and roles, but their mindsets and abilities are completely different,” he says.

Defining Leadership

So, what exactly is the difference? “A manager can go through the decision-making process, budget, tell people what to do, and make sure timelines are adhered to.  Their existence is based on command and control and that’s pretty much the scope of their abilities. They are 100% an Autocratic leader and that’s it.” He continues, “Leaders do everything a manager can and so much more.  They can create environments that breed innovation. They understand different personality types and how to communicate with each one and in return welcome diversity. Leaders can flex their styles to fit the environment as often as they have to.  They take the time to know their employees personally and care about them on a deeper level. But most importantly they always place others before themselves.”

The difference is not so straightforward, perhaps because it is not something we were ever encouraged to stop and think about. Serving active duty in the military and Special Forces, Andrew LeMasters was inspired to ask the hard questions throughout his life and he is here to share his insight.

Defining Purpose

At age 18, he enlisted to join the Military Police. Setting his sights on the Special Forces, he then went on to earn his green beret and settle in Florida where he joined the team that ultimately informed his entire life’s path. “Despite all of the advanced leadership schools I had been too, nothing compared to what I took away from my time with them.  Rather they knew it or not, they provided me with invaluable life lessons of how to lead and treat people.”

Into his third deployment, LeMasters became ill, later to begin rounds of chemotherapy and become medically discharged from the Army. Returning home, he felt incredibly lost, although he eventually uncovered the reason behind it all.  He was meant to lead. “At the end of the day, my mind always came back to leadership.  I loved people. I loved pushing them to be better. I loved diversity and I loved getting a group of people from point A to point B as efficiently as possible,” he says. As the founder of Spearhead Development Group, LeMasters hopes to reach as many people as possible, spreading the knowledge that took three deployments and a decade in the military and Special Forces to learn.

The program ensures long-term retention with short daily videos, interactive quizzes and real-life scenarios that challenge users to think like a leader. Ultimately, it empowers leadership over management, putting other employees first to enhance their own experience and personal success. This is what true leadership means. In order to improve your leadership approach, LeMasters provides two pieces of advice.

Study Success

There are so many people that have gone before you.  It doesn’t matter what it is you choose to do, someone has been there and done that and had talked about their trials and errors.  All of that knowledge is at your fingertips. Learn from the mistakes that they have made, avoid them, learn what they did right, and use it.  The wheel has been working since the day it was invented. Don’t spend your time and effort trying to reinvent it.

Know Your “Why”

You have to know the “why” behind everything you do because, without it, you will just quit when things get hard.  The reason for doing something has to be strong enough to carry you through the storms. If you can’t answer the question, “why do I want to reach my goals” you won’t get there.    

Keeping My Focus on “We”

Of course I am proud of my career, but my greatest accomplishments really come outside the office.

I currently work as the Executive Vice-President, Managing Director, Co-Head of Fixed Income, Currencies and Commodities Group at National Bank.

In addition to my responsibilities at work, I try to share my time and energy with the community, in both Toronto-based and national non-profit organizations.

Perhaps my favorite quote will offer some insight into what drives me. In the documentary about Mohammed Ali called When We Were Kings, my favorite scene was when Ali was asked to share a poem with a graduating class.

Ali’s choice–albeit very short–inspires me to this day: “Me? We.” I try to live my life like that, with curiosity, and humility, and a need to keep learning.

For example, this year I co-chaired Right To Play’s The Heroes Gala honoring Louis Vachon (National Bank’s CEO). We raised a record-breaking $2.8 million for the organization this year, a success that I am very proud of.

I’ve also chaired the annual Scotiabank “Road Hockey to Conquer Cancer” event at Woodbine Racetrack in Toronto and have been doing that since the event began eight years ago. This year, we raised $2.7 million to support cutting-edge cancer research for the Princess Margaret Cancer Foundation.

As a cancer survivor myself, the Princess Margaret Hospital is near and dear to my heart, not just because of the impact the organization makes in the area of cancer treatment and research, but also because it is where I received my own treatment. The experience I had at the Hospital was nothing but positive, and if I can make someone else’s experience going through cancer treatment that much easier, then I want to be part of that.

I will admit that finding the right work-life-charity balance requires intentionality and commitment. I think a lot of people engulf themselves in work, tending to neglect life outside of the office.  But we all know the important aspects of life are family, friends and community.

Taking time to get out there, help others in the community, being involved – are all part of a full life. Success is about connection.

During This Election Season, Consider Using® as a source for Information

The amount of information that a person can find out based on how someone votes is incredible. We don’t always think of the way we vote as a part of our identity, but, of course, it is. How we vote is likely to indicate some of our consumer preferences in very specific ways. Thus, anyone who intends to find sales leads may do well to look at voter data.

There are more than 88 million voters who have their data stored with®. This is not something that the voters opt into, but the data is available to this storage area because voters in many states are required to register by political party. It is also possible to pull public records to see who voted in which primary.

The use of this data can definitely help candidates who are running for office, but it might also come in handy for those who intend to sell those customers some products. Quite often, this data may provide an indication one way or the other as to how a person thinks about certain products. For example, it can be a lot easier to sell a conservative-voting individual on the need for a home security system. This, of course, is just one example of how that data may be valuable.

It is easy to think that the data about how a person votes is really only useful in the run-up to an election. However, that is not exactly the case. The data can sometimes become even more valuable after the election for the simple fact that, post-election, a lot of people tend to more strongly identify with the political party that they prefer. It means that just knowing this about people can make it a lot easier to figure out where their ideals lie and what kinds of products they may end up being the most loyal to.

Targeting certain geographic areas that voted in a particular way is an excellent use of this resource. If you can just manage to figure out where certain people are voting a certain way, you can bring your ads to those people. It will narrow the area that you have to work with. That can help you avoid a lot of the expense of canvassing in the wrong areas, so to speak.

It is always important to bear in mind that not every person is going to respond to marketing materials in exactly the way you expect. There are always some who defy the odds and don’t have an interest in what you are selling. However, most people do fall in line with particular patterns that we can easily observe.

When you are building your email lists, you can start by figuring out which way certain people vote and then expand on it from there. In other words, you can decide that you want to advertise to both conservative and liberal people and simply tailor your messaging for each of those groups. Your pitch is likely to sound a lot different when you are attempting to sell to a conservative instead of a liberal. That is why you need to think carefully about exactly how you are coming off in the minds of each of those types of voters. It may be dramatically different for each one.