Mature Athlete

mature athlete

What’s up ? This is THE stephane ANDRE. With my training, I’m interested in biomechanics to avoid injuries. I read « Sport Medicine Media Guide » and I learned some good stuff.

Physical exercises are for everyone, including the mature population. Exercises allow older people to keep a healthy body and maintain their independence. The main health problems of the mature population are arthritis, high blood pressure, heart disease, lung disease, depression and hearing and sight loss. With the exception of hearing and sight loss, all these health problems can be serious decrease with an adequate workout program.

All mature athletes should have a complete medical and musculoskeletal assessment before starting any workout program. Having a complete medical examination, medical advice and a workout program helps to avoid serious injuries and health accidents. These 3 things should meet the needs of a mature athlete to avoid disease, increase endurance, strength, body image and competitiveness.

Exercises are beneficial

It’s important that a qualified personal trainer create a specific workout program to improve strength, endurance, balance and flexibility. If the workout program includes sports such as golf or tennis, the technical knowledge of the golf/tennis instructors is helpful to avoid injury and improve performance. For results, workout programs must be consistent for at least 30-45 minutes, 3-4 days a week.

If physical conditions require correction, a cardiac or pulmonary rehabilitation program or physical therapy may be helpful before starting a workout program. These rehab programs should be taught to mature athletes at a fitness level where they could continue with their own workout program.

Exercise type for the workout program

physical exercise type

An athlete should use types of exercises based on his/her desire, pre-existing conditions and his/her ability to exercise without pain. For an athlete with lower extremity joint problems such as arthritis or instability, it’s recommended to avoid exercises with repetitive impacts like running. For athletes with an unstable shoulder, it’s recommended to avoid overhead exercises such as military press and pull-ups.

Using several types of exercise to improve strength, can allow better recovery of muscle and tendon tissue. If a mature athlete wants to make a sport that can aggravate a pre-existing problem on a muscle, tendon or bone, that athlete should be in a good condition before doing this sport. It’s recommended to decrease this sport’s frequency to reduce the painful symptoms.

What equipment to use

Having shoes that fit with the exercise and/or the sport is beneficial. If the person has a foot with significant deformity such as flat feet (fallen arches), using orthopedic shoes helps to reduce stress on the entire lower extremity. The symptoms of arthritis in the knee may be decrease by the use of specialized braces.

Prevent injury or discomfort during exercise

If there is discomfort during or after physical exercise, this should be analyzed to prevent it from starting again or getting worse. Over-the-counter painkillers and anti-inflammatory can be used in the short term if there is no interference with other medical conditions. It’s important to know that the use of ice, heat, massage and flexibility programs can decrease several symptoms caused by exercise.

There is more aggressive treatment with narcotic analgesic and/or cortisone injections but this should only be used to treat a specific lesion. This shouldn’t be used to allow an athlete to complete in the short term.

Summary

Creating a customized workout program with a medical professional and/or a qualified personal trainer helps a mature athlete to :

  • Keep independence

  • Increase physical abilities

  • Prevent injuries

  • Improve the quality of life

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-Steph

P.S. If you’re in Miami and you like Caribbean food, go to my cousin’s bistro to eat Haitian food. Click here.

Boost Your Marketing Based On Science (Part 3)

tate tougue bitter sour sweet salty

I watched an Olivier Roland’s video and I learned good stuff.

Click if you didn’t read Part 1  and Part 2 .

Taste

Taste is a bit of an amalgam of 5 senses because it’s necessary to use 5 senses to have the full sensation of taste in the brain. It’s enough that it misses 1-2 senses so that the flavor modified. When a brand works to be recognized by several senses, it improves the credibility and the memorization of the brand.

An effective sensory marketing is based on the coherence of the senses to increase the positive evaluation of products, stores and visiting intentions. This multisensory experience increases the probability of creating strong and lasting emotional connection with the consumer.

Cognitive ergonomics, pricing, distribution and sales

cognitive ergonomics

Rules of innovation, presentation product/service and a good selling price increases the turnover and improves a brand’s perceptions. Consumers spend more time in a store when the place is thematized, theatrical or with a sensory experience.

Creating nice design for the brain helps a product to succeed in a market. Certain specific packaging’s elements attract the attention and interest of the brain. Imaging and iconography provike emotional evocation, color awakens somatic makers, writing gives meaning to the product and the brand gives the product qualities linked to its essence.

The preception and the price of a product/service by the brain have important consequences on the amount of purchases. An inapproritate price compared to consumers perception on the price-quality ratio can cancel a sale. A consumer refuses to pay for an expensive product if the quality seems low. With a price too low, a consumer thinks that the quality is bad.

The psychological price, which is the price that a consumer is willing to pay to buy a product/service, is the fundamental basis for the price policy.

Pay creates an impression of pain in the brain and there are several solutions to decrease or avoid this feeling : payment term, credit, deferred payment, product/service presentation like Premium, billing per month rather than per hour, price below a fixed price ($ 299.99 instead of $ 300.00).

When stores are thematized, theatrical or with a sensory experience, it increases the presence time of consumers as well as the interest. The result is an increase in turnover and an improvement in the brand perception of the store.

Subliminal relationship

subliminal messages

Since antiquity, communication has used many subliminal techniques to be more persuasive. Subliminal communication target directly the brain’s subconscious. Ads is still based on Aristote’s rhetoric method to improve credibility and Cicero. Here are Ciceron’s recommendations  : It’s necessary to prove the truth of what you say, it’s Logos. To reconcile the benevolence of the listeners by using the Ethos and to awaken in them all the emotions useful to the cause with Pathos.

  • Logos

    This corresponds to the choice of logical and rational messages. Theses messages show indisputable arguments about the quality of the product/service on an innovation that other brands don’t have.

  • Ethos

    This is to give confidence or seduce consumers.

  • Pathos

    It’s about message based on emotions.

Communications can be based on hedonism to look for inner well-being or joy like luxury or sex. To trigger strong emotions and enter in the memory, messages can be violent as for example advertisements on the road safety.

Subliminal communication target directly the brain’s subconscious, bypassing the barrier of reasoning. Even though subliminal communication is prohibited in some countries, many methods are allowed and used in advertising.

Advertising entertainment is an advertising based on the spectacular using humor or art with the harmony’s rules like Golden Ratio , Vitruvian Man , eroticism, etc.

Brands works with emotions to influence the consumers brain to make purchase. Consumer’s brain is attracted by brands whose history is reminiscent of known myths memorized in the unconscious (copy by somatic markers).

Brands need to create a story, an original epic that can be told in the community and be told for several generations.

Community and social networks

community

Community and social networks influence the consumer’s individual consciousness, which make it a collective consciousness. A consumer has access to a huge amount of information from different sources in real time. This information comes from all over the planet. This access to information allows the consumer to make comparisons before buying. With interactivity, a consumer becomes a neuro-consumer-actor. We’re living the creations of a new behaviororal generation of neuro-consumer multiprogrammed, it means people who consult several media at the same time.

We’re slowly entering a world where zapping replaces logic and reflection. A world where people prefer sequential information based on emotion rather than linear information based on conceptual reasoning.

Several factors influence the purchasing behavior : free economy, uberisation or participative economy of purchases, return of auctions, the wait of the proposal of purchases of the last minute, used to choose from several references as with Amazon (70 millions products), geolocalisation use of different sales channels (social networks, internet, smartphone, etc).

There are methods to meet these new expectations, permission marketing and digital marketing desire.

  • Permission marketing

    Permission marketing allows communication only with prospects who have given their agreements.

  • Desire digital marketing

    The digital marketing of desire is based on quality content and the pratice of « one-to-one ». « One-to-one » is the creation of a personalized relationship with each consumer and to develop this relationship.

Consumers saturated by the advertising of digital marketing gives a very limited confidence to the brands coming from traditional communication. They prefer to seek advice from people who have already tested the brand, product or service.

Use a viral marketing, buzz or word of mouth to spread positive communication on social networks across communities can seriously increase sales. This viral marketing, buzz or word of mouth is based on the oldest media in the world : the rumor. With the development of internet (website, blog and social networks), recommendation becomes more important than the communication.

Share this article if you think it can help someone you know. Thank you.

-Steph

Boost Your Marketing Based On Science (Part 1)

brain

I watched an Olivier Roland’s video and I learned good stuff.

Let’s see what neuroscience found on things that influence people to buy.

The book of Michel Badoc and Anne-Sophie Bayle-Touroulou « Le neuro-consommateur » (in french)  helps us better to understand this.

It’s a book that has been written for other researchers and academics. This is why this book is very interesting for entrepreneurs and consumers.

Here are the elements from this book to boost your marketing.

Until now, marketing and communication are based on the rational purchasing decisions and perceptions of advertising messages by the consumer. But neuroscience shows us that a huge part of our actions come from the subconscious part of our brain.

For A.K Pradeep  and Martin Lindstrom , only 15% of purchasing decision are rational. Current marketing studies limited in the accuracy of customer behavior. What customers say doesn’t always match what they do. Responses collected during a market study can be influenced by context, which disturbs responses. With neuroscience, we can directly communicate with the brain to try to improve marketing.

Here the elements found in neuroscience on the unconscious behavior of consumers.

  • Age et gender

  • Memory

  • Emotions and desire in the decision

  • 5 sens

  • Cognitive ergonomics, pricing, distribution and sales.

  • Subliminals relationships

  • Community and social networks.

Let’s go, we’ll see that in detail. We’ll start with age and gender because these 2 create behaviors and attitudes, sometimes, difficult to understand by a person who doesn’t belong to the same category.

Age

reptilian limbic neocortex brain

Reptilian brain

It’s the center of instincts and the satisfaction of primary needs. This mainly affects young children. They respect the leader who is the mother or the father but also the strongest person who can protect them in case of external danger.

Limbic brain

It’s the center of stress emotions, instinctive behavior and memory. This mainly influences teenagers. They are mainly attracted by new brands / products and original fashions that can distinguish or oppose them to adult fashions.

Teenagers are often interested in causes or subjects with a lot of emotions : social, humanitarian, ecological, fair trade, etc. They prefer emotional communication over rational information.

neocortex,

It’s the center of anticipation and decisions. This mainly affects adults.

With internet, we can see several big differences in the generational behavior of consumers. There are Digital Native and Digital Immigrants and these 2 categories require different approaches.

digital native immigrant

Digital Natives

These are the people who grew up with computers, smartphone and internet. They prefer to have jerky information without verb and without object complement. They can read in parallel information on several different media. They don’t need to structure their thoughts and they can have a random read mode. They feel emotions much more with colors and designs rather than structured text. They want things to go fast.

Digital Immigrants

They prefer a linear processing of information. They like the text’s logic. They wish to receive the information in a slow way with consistency in the structure. They want to keep their privacy and are wary of the information’s distribution on internet. They sometimes want to work alone.

Gender

gender male female

There is a distinct difference between the behavior of female and male consumers.

Female

The left hemisphere of the brain is more developed in women and they’re subject to the hormones influence. We can see more of this phenomenon when a woman becomes a mother. A woman like to communicate more that a man, she likes to talk and be listened to. She needs shares her ideas, feelings and emotions.

She’s very well oriented in time. A woman is less emotional than a ma but she is more sensitive because she has the sens of smell, hearing and touch more developed than a man.

Male

The right hemisphere of the brain is more developed in man and they’re subject to the influence of testosterone. A man is more emotional than a woman, but he expresses less his emotions. He likes action and competition. He’s very well oriented in space, which allows him to find shortcuts. The man’s view is very developed and is eroticized. This explains why the man is attracted by the nude, jewelry, makeup and clothes.

For these reasons, it’s easier to mee a man’s expectations compared to a woman’s expectations.

Differences

difference

Male

As you can see, man primarily uses his view to select a product or service that he can use to show his strength and seductive power. He likes offers that give short-term profits. He prefers simple and direct communication. He prefers images rather than text. Price is more important for the man than for the woman.

Female

A woman is more complex in her expectations. She processes information in a way that is both rational and emotional. A woman is not attracted by nudity. She is attracted by a neat person with harmonious clothes and neat hands. In the case of a salesman, a woman has no preference for a man of a woman. This is influenced by several elements : voice, smell, facial expression, capacity to listen and quality of answers of the salesman.

A women prefers written and documented communication. She likes social media because she can express her ideas and meet people who share her points of view. She filters rational messages through her emotions. She likes positive communications. Before selecting a product/service, she will compare it with competitors and get information with her friends, co-workers and other people with experience.

A woman is less impulsive than a man even if a purchase can serve as an antistress. For a woman, the touch’s quality and the smell can influence a purchase like clothes.

This is the end of the 1st part.

Share this article if you think it can help someone you know. Thank you.

-Steph

SEO Ton Blog

wordpress seo

Ah SEO, le truc le plus important du monde ! Tellement important que t’as mal à la tête après. Tout le monde m’a parlé de ça pour mes anciens blogs et il y a pleins de façon de faire. Tu peux vite te perdre mais j’ai trouvé un plugin qui m’aide beaucoup.

SEO (Search Engine Optimization), c’est l’optimisation pour les moteurs de recherches. C’est un ensemble de technique pour que ton blog apparaisse dans les premières pages des moteurs de recherche comme Google, DuckDuckGo, Bing, Yahoo, etc. En utilisant des mots-clés correspondant aux thèmes de ton blog, tu peux faire en sorte d’être bien classé dans les résultats des recherches.

Connaître les technique de SEO te permet de :

  • Rendre visible ton blog

  • Avoir du trafic qualifié depuis les moteurs de recherches

  • Construire ta marque

Le SEO est un ensemble de technique et quand nous sommes débutants, nous ne savons pas où commencer. Je me souviens avoir suivi un cours qui expliquait comment faire le sitemap XML de mon blog sur Google et Bing. Et la personne conseillait de mettre les mots-clés de l’article de mon blog dans le champ « étiquette » et de mettre des mots-clés dans les images de l’article dans le champ « texte alternatif ».

wordpress texte alternatif wordpress etiquette

Il y a 6 mois, j’ai découvert le plugin Yoast SEO qui facilite l’utilisation de l’ensemble des techniques. C’est tout nouveau et je dois apprendre à mieux l’utiliser mais il y a des options qui sont super cool. Pour commencer le lien du plugin.

Une fois que tu as installé et activé le plugin, il y a une zone Yoast SEO à la fin de chaque article :

yaost seo

Mon objectif est de suivre les instructions de l’analyse pour que le mots-clé soit en vert (mots-clé = SEO). Plus tard, je vais suivre les instructions pour que la lisibilité soit en vert. Je sais qu’il a des consultants SEO mais avec ce plugin, nous avons la base. Je pense que les personnes qui maîtrise bien ce plugin doivent bien se débrouiller pour avoir de bon résultats sans consultant SEO. C’est cool !

-Steph