All right, good morning ladies and gentlemen. I am so happy to be here This is my first word crack word cab. So yeah, and standing before you here and being the first week I feel like I'm doing like a grand opening. So Yeah, I'm really excited Let me just Today I'm going to be talking about the relevance of Wordpress to advance entrepreneurship So while I go through my presentation, I want you to let some statistics sink 239,139 of the top 1 million websites run on wordpress and Then 54 out of the top 100 companies and the whole world run on wordpress I don't know. Should I go through the statistics again? You need to like really think about these figures 29.2% of the word of the websites running on the internet are all wordpress based and Wordpress gets an average of 22 billion Plus page views per month and that figure is growing and then Wordpress gets more unique viewers per month more than Amazon but Equivalent to Facebook although it has less stuff. I don't know. Should I give them a moment to get to sink? Yes So these are the figures that we're gonna think about as we go through the this presentation I'm just gonna start by defining just in case, you know, there's someone who doesn't know what wordpress is They just know okay wordpress But they just stumbled upon this event and they just rocked up and they don't really know what it is Wordpress is a content management system Which is used for blogging creating websites and Android Applications it can also be defined as a community of developers designers writers bloggers and publishers and supporters Bill Gates once saved content is where the money is at Those who succeed and propelling the internet forward as a marketplace of ideas Experiences and products are the ones that will will succeed Because we are moving towards a digital economy and everything is about the digital world and that's where we're going When we look at relevance, right? Relevance is like oxygen People back then and 200 VC were breathing in oxygen, right? People in 2018 right now are still breathing in oxygen So when you are relevant, you are like oxygen it never gets out of fashion to breathe in oxygen You will never bump into someone walking around saying, you know, I don't breathe oxygen anymore Because I'm breathing hydrogen peroxide or I'm breathing in carbon monoxide So as a business you need to always be relevant Right now in Zimbabwe when we talk about electricity we talk about ZESA, right? Because they are relevant. So as a business you always need to be relevant, right? I will take the case study of WordPress itself There are lots of companies that have been relevant over the years John Deerey Econets all those guys, but today I'm gonna go on a brief history lesson and then Do a case study of WordPress and how it stayed relevant and how we're still using it today WordPress Was born because another company was dying in 2003 The developers of B2 cafe log decided to discontinue their blogging Website, right? And they're like no, we're not gonna do this because it's it's not giving us money It's not working and then Matt Muellenweg and Mike little saw an opportunity And they're like, you know what these guys are letting this little thing die But we can resuscitate this and make something so the first thing as an entrepreneur that you should know it as You need to seize the opportunity when you see an opportunity you need to pounce on it Like the opportunity that you have right now You might not have it Ten months from now because someone has already done it.  Let's resuscitate this and go on So they birthed this idea in 202 o3 204 We're here and Mingus is here Mingus was Wordpress version 1.2 It enabled users and developers to extend the Factionality and they were able to add their own plugins and It's it provided stability and flexibility The market leader at the time was movable type. That was like the biggest competitor at that time, right and At that same time because they thought they were the big guys in the game they decided to put new Licensing terms which were not favorable to the people that were blogging and Then wordpress says, okay, this is an opportunity for us they were providing favorable licensing terms and They were also providing a flexible solution So most of these guys who were not who were using movable type decided to then move to wordpress right, so Wordpress decided no, we're not just gonna begin something. We need to grow with it we need to see what our competitor is doing and improve on that 2005 Strayhorn was born. That's version 1.5 It came was pages it came was common moderation tools and in the same year Duke was born and What I'm getting at is the end this year they were doing upgrades They decided okay. It's not enough to just start something. We need to upgrade This goes to your business as well. You can't Be selling tomatoes this year and then next year you're selling tomatoes again And the same place to the same people you need to upgrade if you're selling tomatoes this year next year I think about okay. I was selling tomatoes last year this year. Let me make some puree Let me make some catch up next year. You're thinking, okay Let me actually grow these tomatoes by myself next year you're thinking, okay I could actually export these tomatoes So it's all about the upgrade. They were like no the first version is not enough We need to keep improving and keep meeting our consumers needs as the same year when they changed the the trademark and everything and then 2008 They decided Okay, we've been providing this service But we really don't know what our users think and they partnered with happy cog and Conducted a study with the users that they they that were using WordPress at the time because they wanted to you to develop a user-friendly Interface and they're like, okay. We need to consult the people that actually use the service so as a business You need to get to a point where you actually consult the people that use your service and hear what they think because Yes, you have great ideas and yes, you are providing a service But sometimes what you're providing is not what people need It's like me going up to someone who doesn't have a beard and I'm trying to say sell them some shaving shaving cream that won't work because they'll just look at me like Okay, what are you trying to do, you know, or I go to someone who's bold and I'm trying to sell them a weave That doesn't work. You need to consistently Consult with the users and see what their needs are so they decided to consult and they came up with a user-friendly interface 2010 They decided to transfer the ownership of their organization so that it could run independently as A business and to ensure that it continued and they still were upgrading. They never stopped upgrading now. We had Thelonious that's version 3.0 Just a quick question. Does anyone know where or what inspired these names for all the versions for WordPress? anyone anyone So I just found it very interesting that most of the developers of WordPress loved jazz So all these versions the names were named after all the best jazz musicians. I Don't know. Does anyone listen to jazz in here? Does it do the names now start to sound familiar? Strayhorn Duke So, yeah, that's that's a bit of some interesting facts about that and As I was saying they continues to upgrade and they never stopped 2011 the post formats changed the admin bars made appearances and the for the first time WordPress became a business They started off as just bloggers like we're just blogging having conversations on that Internet and into and then they decide, you know what we can't continue to do this We need to make it a business now e-commerce was involved and you could have plugins for online stores You could actually go and sell something. You could actually go and buy something You know They decided to be destructive Let me just talk about being destructive for a minute when you enter an atmosphere You don't go there to change the rules When you go there You don't go there to change the rules if you want to stay relevant when you enter a game For you to survive you need to change the game altogether and create your own rules That's the only way you will survive. So this is what they were trying to do When they did this they're like, you know what we need to stay relevant. We need to stay in this game We need to keep our people and have them Continue to grow with us as we do this thing 2012 You could now add pictures edit them and all of that and they kept growing 2013 I know this sounds like a history lesson. I'm just going through the versions I hope you see where I'm going with this 2013 another version came through 3.7 so with version 3.7 it had Automatic software updates, right and the customer the consumers Out here say I don't want an automatic software update I didn't sign up for this. They didn't want it and WordPress decides to respond and give them options like you could disable that and not have You know the option to have automatic updates as a business sometimes you provide something and people Don't want it or don't like the way you've provided it You should be able to provide options and not just stand there and say oh people are just hating on my business People are just hating on my hustle But you should actually look at that criticism and turn it around into something positive This is what they did right there because they thought okay We've got this brilliant idea where people don't need to constantly go and upgrade this their WordPress It just happens automatically But then when it came to the consumer the consumers like I don't want updates that I didn't sign up for I Want to be able to choose the updates that I want So when you then link it to any ordinary business, you should be able to respond to any negative feedback that you might get Because as much as it might hurt your ego and say okay, but I thought this was a brilliant idea. You know You should be able to improve on that 2014 was about enticing our eyes We're going to a place where everyone is constantly on their phone people are looking at things People are looking at videos people on their Instagram and everything looking at all these images people sharing So they decide okay, this is where we're going and People love to look at things am I like People are constantly like you you will find someone on Pinterest just hours and hours just looking at images Images image after image people on Instagram Looking at people's profiles picture after picture that pictures that they won't they don't even like or anything They'll just be looking and they say commenting and just saying okay. I saw that picture I saw that video. Did you see this so they decide? Okay, the people that use word praise the people that were targeting they're looking at the bigger picture People are all about content as Bill Gates was saying it's all about content The moment we entice you the moment you see something on the internet the moment you Assault an experience now you want a piece of that so they decide to capitalize that and That's how they built version 3.9 and that was built that same year of 4.0 and 4.1 That same year and in that same year The non-English downloads for word praise surpassed the English downloads. There was Hindi. There was Portuguese French downloads Surprisingly, I didn't see any debate there or show on the downloads like someone needs to really work on that because you know We are like not catching up 2015 was project power This this year was the year that they released Version 4.2 4.3 4.4. This was the year they Introduced emojis improved the theme customization and all of that did you know that They were just looking at all the customers and what they were using at the time Because now people are all about the whatsapp life people are all about using emojis people don't text Full sentences people are just responding more in emojis and they're like, okay, we need to Catch up and use that as well 2016 They streamlines their updates plugins as well as content recovery using Browser storage and in this year like more versions was were produced 2017 this came with default widgets audios video games videos images and it was paving the way for block-based editing and Still they were upgrading while I was going to this this History what I was getting at is it was a journey where they always Adapted to stay relevant. They were always adapting to stay in the game The top companies in the world use wordpress We're talking tech crunch. We're talking BBC. We're talking sunny Facebook and These are businesses that are making it Everyone is on the internet. No one is really looking for anything physical. Everything is on the internet Look at some of the websites BBC Mercedes Butter It's all about content Fortune 500 companies are investing in Being on the internet using wordpress as a small business You should do the same if you want to stay relevant as a small business if you want to stay in the game That is what you should do How many entrepreneurs do we have in this place? Okay That's quite a number. How many of the entrepreneurs that just lifted up their hands is a programmer Okay How many are not programmers? Quite interesting Let me just run through the reasons why you should use wordpress First of all, it's easy to use right You don't need to be fluent in TensorFlow or Python or C plus Whatever you can just start at the beginning. You don't need to invest into. Oh, yeah You know, I need to start learning a language and be fluent and C plus or something. It's easy to use and Secondly, it's a hundred percent free like it will cost you zero dollars to have a wordpress website like zero dollars and You can advance your functionality by yourself and It automatically Increases your as it's SEO friendly meaning you become Googleable one of the major Advances that you could make as a business as being Googleable. We are going towards an age where business cards are Redundant as a business as a person you should be able to Google someone and find out what you need and contact them You know, I was listening to one of these speakers saying, you know having a business card is Redundant you should just be Googleable as a company as a business. So that's where we're going Okay, and then the last the other thing is it's accessible You can access it anywhere and you can do whatever you want. You're in Guatemala Trinidad You can access your website anywhere So that means you have access to all the people that are anywhere in the world and as a business That means people can access and know about your little business that you're running somewhere in Vuri and someone is in Paris and they're like, okay, I think I want what this guy is selling and The other thing being wordpress is customizable. It's like Play-Doh You can make it whatever you want You can make whatever you want and the words of Ti You can have whatever you like When you have wordpress you can make your website whatever you want the other thing why you should use wordpress as a business is as Much as it empowers you to do all these things by yourself When you do need the help you get it When you get stuck even the best programmers in the world their times when they actually need help so There is always a network of people that are ready to help you ready to be at your back and call when you encounter a challenge So that's the other reason The other reason being Everyone wants control that means literally you are in control of your own website and the things that you post Or the things that you want people knowing about your business because there's always that oh, yeah I need to tell this person then they can make this and make that but when you have wordpress as a small business You are in control of your business. You have control over the content that goes out there and Conclusion it's all about content it's all about content Enticing people's eyes enticing people with experiences selling them what you Have and making them believe Selling them dreams that can actually become reality So with wordpress as a small business if you are looking at the bigger picture of not just staying a small business But of growing I don't know. Maybe I'm wrong some maybe some people want to stay small businesses forever But if you want to grow Wordpress as your answer So that is my little presentation. Thank you very much


Hello there, today we are going to discuss what are the various dynamical processes that go on when the resonance takes place. We will first discuss in general for any resonance absorption and then in particularly the differences that we need to keep in mind for EPR transition. For simplicity again let us consider only two level system, higher level and lower level, lower level and upper level let us say we call it. And let us see we have got a collection of particles which are distributed in these two level according to Boltzmann distribution, number of particle in upper level by number of particle in the lower level is given by where T is the temperature of system and this is delta E. Now if some radiation falls here which is matching with this energy gap and the selection also satisfied then what can happen? Of course it can absorb radiation and this particle which are lying here can go from here to there that is the absorption process is absorption let us call it absorption process. But there is some particles which are here they can also undergo transition from here to there because of this radiation why is that? Because the selection rule we have seen earlier let us say from upper to lower in the presence of some perturbation this gives the probability of transition from let us say lower to upper or upper to lower the form is the same. So probability of transition is actually the same thing whether it starts from here goes there or it starts from here or goes here that is the perturbation due to the radiation. So we call that induced emission or stimulated emission along with that the particles which are in the excited state can come to ground state by its own natural process let us call it some naturally process. What are the natural processes? In optical experiment for example EV visible experiment the natural processes are fluorescence emission phosphorescence emission those are radiative processes by means of which the particle in the excited state can come to ground state. Now these 3 things can happen in general in all experiment that involves transition in the presence of radiation. Now this fluorescence or phosphorescence these are spontaneous processes these processes can be actually they are nothing but the spontaneous process why we call spontaneous because this takes place even in the absence of any such external perturbation. In the experiment that involves magnetic resonance like NMR and EPR in principle this will of course take place this can in principle take place but there is a catch the catch is that the probability of this spontaneous process that drastically goes down when the wavelength of this experiment or the energy gap between the 2 becomes very small where does that come from? It comes from Einstein's we call A and B coefficient this gives the probability of spontaneous emission by the probability of induced emission is given by A by B which is this is the expression. So you see the spontaneous emission and induced emission these 2 ratio given by the frequency this frequency is related to the energy gap here and not only that this depends on the cube of the frequency. So as the energy gap becomes smaller and smaller this spontaneous emission probability becomes smaller and smaller very quickly. So whereas in optical experiment where fluorescence and phosphorescence becomes very common process for excited molecule to come to ground state when it comes to magnetic resonance experiments NMR or EPR this is so small that spontaneous emission probability virtually goes to 0. So no spontaneous emission in the microwave frequency. So in these 3 processes that we have here one is out so what we have now this is the lower level is the upper level so in the presence of radiation I have absorption process and this is the induced emission or stimulated emission if you like to call it stimulated emission and this is not present. What can happen now let us try to imagine the to start with before the radiation is applied the number of particles in the lower and upper level followed this Boltzmann distribution. So the number of particles here let us call it now N alpha and N sorry N lower and N upper. So if there was no radiation here present then N upper by N lower will be equal to delta E by kT and that is the Boltzmann distribution and let us put a superscript 0 here to indicate that that is what happens when nothing else is disturbing the system. In thermal equilibrium we have the Boltzmann distribution and total number of particles is equal to N0 alpha plus N0 upper and N0 lower. Now the rate of transition in the presence of radiation will depend on the probability times the number of particles which are present here for going up and similarly for this process the rate of stimulated emission will depend on the number of particles which are here and the probability of this. So I will have the if it is W downward and W upward these are the transition probability in the absence of this radiation that is important that this Boltzmann distribution maintain all the time. So if there are some transition which are taking place on its own which are not induced by this one and which is maintaining this distribution then what we must conclude from here is that rate of this downward transition that is the probability of going down times the number of particles in thermal equilibrium here which is N0 upper must be equal to rate of upward transition in the number of particles in the lower level. Once again these rates are the not the rate this is the probability for transition in the absence of any external perturbation then naturally if some transition taking place which is maintaining the thermal equilibrium and maintaining the population distribution according to the Boltzmann law. So in that case this must be satisfied the same as saying that this is satisfied automatically. Now if there is some disturbance to the population distribution then let us say that time Nu and Nl are the new number of particles here which are different from the thermal equilibrium values here. Then N alpha plus sorry Nl, Nr will also be equal to N the number of particles remain the same I may have come to a an assert saying that these are taking place here all the time even if there is no perturbation that may sound a little bit far-faced and ad hoc why do I need that. So to appreciate that let us once again go back to this situation where nothing else happens that is this has been removed and these two processes are taking place there. Then what can happen is that radiation will try to push this molecule from here to there and also push molecule from here to here. Now though in the beginning there are many particles slightly more number of particles here than there initially the rate of upward transition will be more than rate of downward transition. So if nothing else is happening then what happens very soon these two levels will get equally populated so that means we will not see any net absorption of radiation. So these two processes are taking place and then these two levels become equally populated so no net absorption of radiation so no absorption spectrum. So that is the problem that if there are no other processes involved here then very soon the moment the light is shown and resonance current is satisfied the absorption will disappear two levels will get equally populated that is the key problem that how can we see a net absorptive signal if these are the only two processes. So there must be some other process which maintains some sort of population difference here which can be sustained even in the presence of radiation and this population difference is the one which decides the amount of light that is absorbed and that gives the absorption spectrum. So you see that that is the requirement we have to fulfill so that we can explain that we yes indeed we see the absorption spectrum in a spectrometer because you see the absorption in the spectrometer we have to incorporate a process other than these two and that we call a same relaxation process. This relaxation process is not same as this spontaneous emission process of the kind that we have normally seen in optical experiment is something other than that. So this is the probability of downward transition and upward transition because of this natural relaxation processes and that is present all the time that maintains the thermal equilibrium so this is the relationship we get. Now if this population changes what way the system will try to develop a new steady state condition so that net absorption of radiation can be seen. So the absorption of radiation of course proportional to n alpha A minus n this difference this is the population difference see if the population difference is 0 then there is no absorption of radiation. So the thermal equilibrium these are the number of particles in upper and lower level so let us say n 0 in thermal equilibrium can be written as n 0 L minus n 0 upper level. So as much as here I have n 0 L plus n 0 is also equal to n the number of particles remain the same. Now when the transition takes place this population difference I can say n new population difference n alpha minus n L minus n U when one particle let us make transition from here to there then the population difference changes by 2 units because one comes from here to there the difference becomes 2. So the n by dt can be written as probability of this going downward transition times the number of particles in upper level lower level. So we are still considering the situation that how does this relaxation process maintain this population difference we have not yet applied the radiation yet. So only the difference is that if the population difference has become different from the equilibrium value and that is n L n U how this relaxation process try to bring back the population difference to the equilibrium value. So this is the probability for downward transition from here to here. So the number of particles which are here similarly the upper transition factor of 2 is because each transition changes the population difference by 2 unit using these equations one can write that this is by the thermal equilibrium condition from this relation this this this you can write this is in terms of the population difference n and the total number of particles if you substitute this here you get this value. Now this could be simplified as this is the total number of particles and this is the population difference at a given instant. Now if we define that average of the upward probability and downward probability is W then I get d n by dt is minus n all right. Now let us see here we use this condition which relates the upward rate in terms of n 0 L and n 0 U and downward rate in the process we can change this equation to look like this and from here we write d n by dt you expand this and this will give 2 W n. Now here now see that this is actually equal to this this is equal to this here this is the thermal equilibrium condition. So we might as well cancel that but instead let us do a little bit of mathematical trick. So you could as well write this equal to so this gives me W down that W up n 0 L minus n 0 U. So here using the same average value of the probability I can write this 2 W n 0 L minus n 0 U of course this term is there 2 W n so minus 2 W n. So this is equal to now this is nothing but the population difference in thermal equilibrium. So we call it n 0 so this 2 W n 0 minus n. So this is the expression for the rate of change of population difference in terms of the average transition probability due to the internal relaxation processes written in this fashion. So this shows that any deviation of the population difference from the equilibrium value can give rise to non-zero value of this one or in other words when this is same as equilibrium value this is 0 which is understandable when system has already reached thermal equilibrium there is no more change in the population difference. But anyhow let us see how it looks like if n is different from n 0 then this integration can be carried out very easily n 0 minus at time t equal to t is equal to given as n 0 minus n at time t equal to 0 into exponential 2 W t. So what is the significance of the equation at t equal to 0 this is the population difference now the deviation of the population difference from the thermal equilibrium value as t goes to very large value infinity then this goes to 0 so n 0 minus n goes to 0 or n tends to 0 n 0. So that is what the relaxation process is trying to do any non Boltzmann distribution that give rise to this n which is different from the equilibrium value of n 0 will be brought in to this value if we allow sufficient time to pass and these are brought about by whatever the internal relaxation processes which are working all the time. So now we can understand that why it is important that these are present there so that we can see the absorption spectrum as I said earlier if these were absent then these two processes will make these two levels equally populated and we cannot see any net absorption signal. So these are the most important requirement for observing the steady state spectrum which are we are seeing in the IPR experiment or in NMR experiment relaxation process are very important this shows that relaxation process also this rate of change of this restoration of the population deviation from the thermal equilibrium is a exponential process. So we can give a time constant to it so if we write it as I said 2 W is equal to 1 by t 1 then this could be written as n 0 minus n t exponential minus t over t 1. So this is the character is time constant which decides or which brings back the thermal equilibrium if the equilibrium is disturbed by whatever means. Now how do we visualize this relaxation processes we can think of now in particular in IPR experiment that we have got there is a collection of spins maybe I have got a number of spins which are put in a magnetic field and we have restored this equilibrium is satisfied the Boltzmann distribution in case of alpha by n beta this is the Boltzmann distribution. So all the spins are not pointing in the same direction some of them will be parallel to the magnetic field some will be in the opposite direction. So effectively therefore the total sample acquires certain magnetization magnetization I call M which is the average of all this if we take over all the particles there then this magnetization a certain value because this 2 levels are not equally populated. Now suppose I suddenly switch off the magnetic field then this magnetization has to disappear the all spins will get randomly oriented and that takes certain time. So that time is the time that we say here the system is trying to go from certain orientation to random distribution. So we can call this is the relaxation time for this magnetization to get destroyed and this will follow exponential time difference of this kind we can do the reverse experiment. So the spins are present I have got a number of spins are present and there is no magnetic field. So there is no particular direction of quantization so number of alpha spins are equal to number of beta spins there is no net magnetization. Now suddenly suppose I switch on the magnetic field then they are going to reach this distribution and magnetization is going to develop how much time it takes to bring up that magnetization that process also is going to happen in this fashion in exponential manner. The time taken or characteristic time for such process is called the relaxation time for this restoration of the magnetization. Now here you see that for this 2 level system whenever the transition has to take place from here to there it involves absorption of radiation but this relaxation process tries to maintain the equilibrium. So you always try to adjust its population such a way that thermal equilibrium is restored. So in particular if there are more particles here than here then when this has to reach thermal distribution some amount of energy has to be given out from this spin system to the surrounding. So this process therefore which restores the equilibrium distribution between the 2 level we call that spin lattice relaxation process. Now here lattice is a very generic term it implies that for reduced portion of particles there is an involved of energy exchange between spin system and the surrounding and the process which does that we call the spin lattice relaxation process and because it involves exchange of energy in the surrounding and the surrounding is given a very generic term as the lattice. This is called the lattice so not necessarily a crystal lattice in fact surrounding in not necessarily be the solvent it could be different degrees of freedom of the molecule itself. So this is given a characteristic time that T1 I have given here and you see that this W it is average of the probability of upward transition and the downward transition each of them involves exchange of energy average value of that is 1 called 2 times average value of this is 1 by T1. So they are more efficient the relaxation process shorter will be the T1. There is another kind of relaxation process involved in magnetic resonance to understand that again we go back to this idea of net magnetization in thermal equilibrium the spins point either along the direction of the magnetic field or the opposite direction to generate a net magnetization along the direction of the magnetic field. The direction of the magnetic field is z direction then at thermal equilibrium this magnetization as let us say m x m z this sort of these 3 components there but at thermal equilibrium there is no x component and no i component only z component is present there. Now suppose there is some disturbance to the spin system and net m x and m i component are created then what happens again there will relaxation process which will try to restore this m x not equal to 0 to this state. Similarly m i which is not equal to 0 will try to bring it to this state because these are again non Boltzmann distribution non thermal equilibrium to restore thermal equilibrium this m x m i component of the net magnetization must go to 0 that also involves not the energy exchange with the surrounding but the spin system must rearrange in the epsilon in such a way that all the m x and m i component goes to 0 that is also a relaxation process. We call that spin-spin relaxation and it is easily it is written by given a time constant written in terms of designated as t 2. Now finally we just examine what role it plays in deciding the signal of an absorption spectrum. Qualitatively what we are observing here are the result of three processes this is the alpha beta this is alpha and radiation comes in so this causes this absorption, stimulated emission and the relaxation which is trying to maintain the population difference. So this is the relaxation process so this is stimulated emission this is the absorption. So if now if this rate becomes very strong a very efficient compared to this one then these two population difference becomes smaller and smaller that is this process is not efficient enough to bring restore the thermal distribution. So the population difference will go down and effectively signal will also go down. So in magnetic resonance this efficiency of these two process can be decided by the this transition alpha perturbation beta this we have seen earlier lecture that this is nothing but B 1 field that is present there in the x y plane and square of that gives rise to the probability of this sort of transition there. So here this is related to the microwave magnetic field that is used to observe the EPR signal and so square of that B 1 square is proportional to power of the microwave frequency. So if the power becomes high this becomes more and more efficient and this may not be able to cope up with the stimulated absorption emission process. So signal will become smaller and smaller because these two level becomes more and more equally populated. So one has to be careful in deciding how much micro power to use to observe the EPR signal. For those systems where the relaxation is very efficient this will not be of much serious concern but for some systems when it is relaxation is not very efficient this could be a potential problem. So you see here therefore the relaxation process which are always present there plays a fundamentally important role in allowing us to see the EPR signal and without that we may not be able to see the spectrum at all if the relaxation is very inefficient with this we come to the end of this lecture.


That's right. Ethel and methyl. Isn't Ethel alcohol the only kind you can drink? Right. Now who knows what can happen if you drink any other kind of alcohol but Ethel alcohol. They had people and if you just take a little bit it can really mess up your mind.  Yeah. Ah, alcohol project. I read where this guy he got into a medicine cabinet as this little kid and he drank some rubbing alcohol and it killed him. Right. In fact if you drink any of the other kinds of alcohol but Ethel alcohol you can destroy all the nerve cells in your body and maybe even go blind. Now some of you may have read in the newspapers about people drinking antifreeze, industrial alcohol, rubbing alcohol. These are not for drinking purposes. If you drink them you may die. Now only Ethel alcohol is beverage alcohol. Well nobody drinks it straight. Ethel alcohol is used in making liquor, beer and wine. Straight it tastes lousy. Now what's going on back there boys? Ernie. Willie. Oh nothing Mr. Bach. It's just that Bobby's dog patches he's just outside the window and... And what? He's got a hangover. What do you mean he has a hangover? Isn't there anything you can give him Mr. Bach? There must be a way to cure his hangover. Bobby you go and bring patches inside here. In here? Yeah we'll see what we can do about this hangover of his. Great. Now the rest of you get back to your seats. Now can anybody tell me how Bobby's dog got drunk? It happened yesterday at Bobby's sister's wedding. Bobby's mother said he could have a few of his kids over for the reception afterwards and it was fantastic. Bobby's mother had it catered and everything. There must have been a hundred people in. And what happened? Here he is Mr. Bach. He looks pretty miserable doesn't he? That's so loud he's got a headache. Willie and Ernie were just beginning to tell us how Patrick's got drunk yesterday. Well we were sort of walking around at the reception after the wedding ceremony. Everybody was wishing my sister and Hal the guy she married good luck and all that stuff. Of course my mom or dad wouldn't let me Willie or Ernie have any alcohol. But since it was a special occasion we could have a glass of champagne for good luck. And I don't know how it happened but Patrick started drinking too. We didn't think much about it or anything. We thought it was acting funny and he did seem to like it a lot. Come on tell me what happened then. As soon as the champagne hit him Patrick thought he was a regular guest at the party.  And he went to sleep right after that and didn't wake up until this morning. And now he has this terrible hangover. Isn't there anything you can give him Mr. Barker? A hangover cue to make him feel better? Now hold it, hold it. Brother about my alcohol project and he says the best thing we do to relieve the hangover is to go in a dark room and just lay down and go to sleep. When my father has a hangover he drinks a raw egg and some tomato juice. What if you stuff yourself with a gigantic breakfast? Somewhere that giant superdoses of vitamins can cure a hangover in an hour. Well none of these things work. Maybe if the hangover is giving you a headache you can take a couple of aspirin to ease the pain. But there are no hangover cures. Is it the same for patches as it is for us? Exactly the same. How long your hangover lasts and how drunk you get?  But why did Patches get so drunk? Yeah he's pretty big. Yeah he's not only big he's fat. Quiet down. Now who can tell us why Patches got drunk? Well he drank a lot the more he drank the more he drank. Alcohol and champagne. Okay, now who can tell us how much alcohol is in the different kinds of drinks? Hi, Ken. The bartenders I've talked to told me that all hard liquor has between 40% and 50% alcohol in it. They showed me the bar where it says the word proof, and told me that half of whatever's written on the label is a percentage of alcohol. But what about the champagne that Patches drank? My project showed that all wines have about 10% to 15% alcohol in them. How about beer? I talked to a beer company that told me that beer has only about 4% alcohol in it. All right, now let's see what this really means. If you were to drink one glass of hard liquor, you would be getting just about as much alcohol as if you drank three and a half to four glasses of wine or about 10 to 15 glasses of beer. Wow! So you can see that if Patches had drunk as much beer as he did champagne, he would be less drunk. While if he had drunk as much hard liquor as he did champagne. Man, he would have been miserable. And very, very sick. Oh, word. He's in the room, inside of his body. I mean, did he do any real damage? Now that's a good question, Bobby. Let's get him over here in front of the room so the whole class can see and we'll have a good look at him. Okay, the first process we all know of is when alcohol enters the body. How does that happen? We drink it. Okay, at the stomach and the small intestine, absorption happens. What's that? Alcohol enters into the bloodstream through the walls of the stomach and through tiny little blood vessels through the walls of the small intestine. Once it is in the bloodstream, it is free to move about the body. As it's traveling along, a portion of the alcohol is taken in by some of the body tissue it passes along the way. Do some parts get more alcohol than others? Good question. Yes, they do. It seems that the body tissues with more water take in more alcohol. So parts like the brain get a lot of alcohol because it has a lot of water in it. The bones have very little water until they get almost no alcohol. What happens then? Oxidation. What's oxidation? Most of the alcohol in our bodies gets combined with oxygen. What this means is that the alcohol gets broken down into water and carbon dioxide. Now, the liver can only oxidize a little bit of alcohol at a time. It's a tough process. So the rest of the alcohol keeps moving around in our bloodstream. What if he had less to drink? Can the liver work faster? Nope.  And it's a very slow process. That's why patches has a hangover. Right. The rest is traveling around in his bloodstream giving him the headache and the crummy feeling of a hangover. Where does the alcohol go then? Well, this water and carbon dioxide are now waste products. They leave the body like all other waste matters through the lungs and the kidneys. Hey, we only talked about where it goes in Patch's body. What does it do to it? Alcohol has an effect in different places in the body. The greatest effect is in the brain and central nervous system. First, it affects the part of the brain that controls our judgment and thought. That actually affects Patch's ability to understand, to remember, and to make decisions. Let's say Patches is under the influence of too much alcohol, right? Yeah. Now, let's say he sees a cat.   Only the alcohol has dulled the brain and blocks the urgent message of descending to Patch's legs to get moving and chase that cat. So by the time Patches finally reacts and gets going, the cat is long gone. Alcohol has slowed down his eyes, his ears, his legs, even his bark. Anything else happen? As more and more alcohol is being consumed, it gets to more parts of the brain, like the parts that control hearing. You don't hear as well when you drink a lot? That's right. Also, the parts that affect seeing, speaking, and moving around. If you still drink some more, you get to the parts of the brain that control breathing, heartbeat, temperature.  Your heart, too. Your alcohol is a drug. What do the rest of you think of that? OK, what about over here? Alcohol, it hurts your mind, and it also hurts your body. So sometimes I think it's worse than drugs. Well, I went to hospital the other day, and I talked to a doctor. And he said, definitely, that alcohol is a drug. Alcohol is a drug in the sense that any chemical that you take into your body and affects the way your body functions is a drug. But in a very specific way, alcohol is a drug that affects the way your mind works. It acts as a sedative in the sense that it slows down the activity within your brain, the messages from one part of the brain to the other and whatnot. In this slowing down, then your thinking, your ability to make decisions, that all slows down, too. Yeah, Brian? Well, we've gotten into alcohol as a drug and all that other stuff. But isn't there anything we can do for patches? I don't know what Mr. Barker said. Nobody can only get rid of a certain amount of alcohol regularly. Patches is just going to have to wait this one out. And if you'd known more about alcohol before, you could have kept Patches from getting drunk. Yeah, but I didn't know. Oh, come on. He's sure to have kept himself in a place like that, a reception for a wedding.    Just let him drink it? Hold it just one more minute. One more minute before you go. Remember, you have to learn these things about alcohol because it does affect your brain and your body. But learn when enough is enough, or you'll end up just like Patches here. All right, see you tomorrow. Bye-bye. Patches, I'm really sorry. What do you say we go get a hamburger? OK? I'm sorry.


What is a sales funnel and how does it work? Okay, you've heard about these things called sales funnels Everybody's talking about sales funnels, but do you really need one? Is it really necessary? The truth is every single business and every single product really needs a sales funnel And the way things are nowadays if you don't have a sales funnel it could actually destroy your business But if you do have one it can explode your sales now in this video I'm going to talk about what they are how you can build them where you should build them, and we're starting right now Hey, I'm JR Fisher. Welcome to my channel. If you're new here, don't forget to subscribe There's a big box down there. It says subscribe hit that button You got to do that and also while you're at it. Don't forget to turn on notifications. There's a little bell next to it You're gonna click it and it's gonna sound just like that and once you do that you want to turn on all Notifications that way every single time I upload a video I can notify you and let you know and you become part of the Fisher family the VIP group that knows about these videos Before anybody else does and you don't have to search for them now I've been selling online since 2009 and on this channel The only thing I do is help you start run and grow your online business I share with you the things we've done to grow a multi-million dollar business selling all kinds of Physical products and digital products, and I've actually got my branded products on thousands of websites including Walmart Now let's get into the sales funnel thing and let's examine what a sales funnel is but before I do that I almost forgot I've got an e-commerce course. It's a ninety seven dollar course that you can get Absolutely free. Check it out. There's a link in the description down there All you have to do is click it and learn no credit card required now What are the core concepts of online marketing is a sales funnel a sales funnel is something that you can actually use to grow your Business you can actually explode it into a multi-million dollar business if it's constructed correctly and you constantly tweak it now When you're thinking about a sales funnel think about a normal funnel where you're pouring something in the top of it And it's a big wide opening and that actually gets smaller and smaller as it goes down now Unlike a regular funnel that you would use for water or some other liquid a sales funnel actually starts with people Who know nothing about your business who know nothing about you and actually has customers coming out the bottom There are email campaigns you can do where there's sequences where you're giving people content You're warming them up for the sale on down the road the truth is most prospects that actually visit your website are not Going to buy that's why these sales funnels are so important because it warms them up as they go through the sales process now Most online marketers get this concept They understand that you've got to warm up your customer with good value first and as you do that They become more and more loyal to you. They trust you more and eventually they'll buy your products now I originally saw this really practice well with click funnels and a gentleman named Russell Brunson Russell Brunson actually built his business on that system and his business is building that business So he started off with a lot of content built up a lot of loyalty and people joined his Software program and it grew and grew and grew now I liked it and I had it for a number of years But then Cartra came along and I think Cartra is by far the best and I'll show you how you can get that For a $1 trial later on but it's the software we actually use for all of our funnels now Cartra If you were to build your own sales funnel and you were actually trying to connect all these pages and make all these things work It'd be really difficult to do there'd be a lot of coding involved and API's and that type of thing But with something like Cartra you don't need to worry about that. It's all built into it All you have to do is click and drag and you can build your own sales funnel and nowadays with something like Cartra You know you can actually build a sales funnel in a number of hours instead of weeks of coding to better Understand what a sales funnel is I've got this picture here from Shutterstock and I want to go through it with you on the left-hand side of the image You can kind of see a magnet there that magnet is attracting customers Which happens a number of different ways now this can be from blogging to social media to paid ads and everything in between However, the visitors arrive to your website and it has some type of impact on your sales funnel Now let's talk about the first stage here, which is awareness awareness What's more important about the sales funnel is what happens when those visitors we can call them prospects actually do arrive Through a variety of means many of which you've already seen such as email newsletters sign-ups ebook downloads online quizzes And more those prospects enter your sales funnel through an enticing offer Now the goal of your entire sales funnel and platform is to solve your customers problem When you know the problem and you build the content to draw them in then offer them a product or service to solve the problem That you already know about that's when the real magic happens However getting to that stage takes work and you have to garner their awareness first Once you've got them there the prospect is actually in your funnel You've kind of peaked their awareness now That's the first stage of the sales funnel But you actually have to warm those people up and that's a little bit more difficult now Depending upon how they got there through paid ads or organically The amount of conversions can vary vastly Dependent upon what their image of you and your company is now keep in mind if they've arrived at your page your sales page Your funnel through organic means you already have some authority because you came up in the search results And they actually clicked on you that's really the magic of SEO search is that when they come to you organically They're gonna feel like you're more relevant to what their issue is their problem is and they're gonna have a little bit more trust in you Now regardless of how they got to you the goal of you as a marketer is to take them through the multiple stages of Finding out about you and trusting you to actually buying your product now Once they're aware of you and you've actually peaked their interest you need to establish a relationship with the customer It's always good if you can have a person that is actually on videos or talking to them or writing to them And it stays consistent with that one person over and over again So they can actually build that relationship and the truth is people are pretty smart It takes an immense amount of trust for them to actually buy your product from you You can't scam them into it anymore. They know what's going on and they're very aware of What's real and what's not real and if you're helpful or you're not helpful Of course, the most important thing is that you establish this bond with the customer If you can establish that bond you can take them through the next stage of that funnel step two is interest Once you gain that prospect and they're in your funnel and they're in your email sequence You begin to relate stories to them you come across as an adventurer or an intellect or an expert in a particular area And they become to know you in that particular framing and in doing so that builds the loyalty That builds the trust in you which ultimately will lead to a sale. This is not an easy process, but it's a simple process Basically, you need to develop that trust. So the first emails that go out to them You're gonna tell them about you and who you are what you represent what your company represents what they can actually Expect from you. That's the beginning stage of this interest step now This is also the training stage these emails should be training your customers to click Okay, so maybe it's clicking to get a PDF download. It's clicking to get a guide It's clicking to get some type of email swipes It's clicking to get something of value because on down the road You want them to click and actually buy stage three is actually the decision stage now The decision stage is the most difficult one to get them to go through the best way to get them there Beyond the art of your copywriting and your cool sales pages and all that is through reviews and testimonials The more reviews and testimonials you have the better off you are because we actually see that other people got results by buying your product or service Now if you're doing paid ads Obviously you can actually target people that are going to match up to what you're trying to offer and it makes it a little bit easier Now if you've ever noticed you may visit a website and you see an ad there and now it seems like every website You go to you see their ad well That's actually because they targeted you they pixeled you they know who you are so that Every time you're going to a page Your ads gonna pop up so that they can see that ad and it actually makes it seem like you're everywhere when in fact You're actually just following that one individual. This is when you're actually in the retargeting stage So when you're personally running ads for your business You're actually targeting people that already showed an interest in your business by visiting your page by getting a download by Buying something from you now I think the best way to do that is to use Robert Caldini's six principles that are outlined in his 1984 book in Florence, so let's go through those real quick now The first one we have is the principle of reciprocity now This is achieved by delivering lots of value either through whatever it is that you've provided them as a free offer Which is also known as a lead magnet in the very beginning or in an ongoing exchange through your emails The next step is principle of commitment and consistency when people commit to something They're far more likely to purchase from you That's why getting them to agree to something like a free plus shipping offer or by agreeing with something You said in some way this is a powerful principle in sales and You pay attention to some of the best marketers in the world and you're gonna notice that they work Frequently to get your commitment to something even if it's a very small thing in the very beginning the next principle is the principle of Liking yeah when people like you they relate to your stories They are more likely to purchase something from you how well you convey your story to your prospects It's really gonna play a big role in whether they decide to act and actually do something or not the next one's huge It's the principle of Authority how much authority do your products or services have are they? Respected by people in the community that have endorsed it scientific studies back it up Are you yourself an authority all these elements come into play in this particular process now? The next one I want to talk about is proof of social Okay Do you have social proof or people on social media raving and talking about a great your company and products and services are? Do you have some type of social proof?  Scarcity have you baked into your email sequence again people are smart But when you apply the principles of scarcity as in there are only a limited number of these authors or Time left before the discount expires like 72 hours or 48 hours Then they're going to be more likely to purchase your products or services and be more enticed by your ad copy Okay, the next thing you got to do take action. Okay actions the final stage Action is the part of the sales funnel that you're actually Intending them to perform some action like actually buying from you you want to be able to calculate this So for example, let's say a hundred people click on your offer But only ten of those people actually get into the sales funnel in two of those people actually buy You want to base your percentages based on how many people click so in this case here If we had two people buy ten in our funnel, but a hundred people click We've got a 2% conversion rate for example Let's say it cost you two hundred dollars to get that one hundred people to click and the two people that did buy Spend three hundred bucks. So you've made six hundred dollars on a return of two hundred dollars or actually 300% that's pretty darn good. This is how the world's top marketers figure it out They figure out what the conversion rate is and they know what they can spend on ad So if they're spending one dollar and they're getting back three dollars They're gonna do that all day long, right now You can also tweak this as you go along and improve that conversion rate now getting to the stage It's not so easy But with software like Cartra it can make it so much easier because you can build all these stages Into your sales funnel and you can do it really quickly and you can make changes on it quickly So if one page is converting and another one's not obviously you're gonna go with the one that does But what Cartra allows you to do is send half your traffic to one page and the other half to another page So you can figure out quickly which page is going to convert once you've done that You can tweak it and make that change and send more of your traffic to the high converting page These shortcuts or implement hacks I'm gonna call them are really cool when you have the tools to do it and what I want to do is tell you I mean I really do recommend Cartra Cartra is one of the best ones I've been through a lot of different sales pages a lot of different email providers Cartra does so many other things outside of just build funnels So it saved us a lot of money because I could cancel eight different pieces of software and just use Cartra for all of them So let's take a quick look at all the things that Cartra can do for you Now of course Cartra can build sales funnels for you. That's the primary focus of this particular video However, it does a lot of other things You can actually do upsells which you're actually selling them to a more expensive item once they bought your initial item And if they don't purchase that you can send them to a downsell which is a lower price item So that way if they don't take one they may take the other one and you can build all this into Cartra It also has membership capabilities, which is really nice because you may not think you're gonna need it I certainly didn't because I started off selling survival food Why would I ever need a membership site now? I have a whole bunch of membership sites and various different subjects, but it'll do that for you, too It also will do email broadcast and sequences for you So if you would have some automatic emails set up that are triggered by what a person clicks on and what they buy Or what their actions are you can do that But if you also would just want to send out emails to a group of people With a particular tag you can do that in Cartra Now the cool thing is when the sales page in they have a lot of templates that are already proven So you don't have to design a template if you don't want you can take one of the templates that are already there And just plug in your text and your images and use those templates Now one of my favorite things that it does is it you can actually display your videos in Cartra All the other sales pages can't do this Cartra is the only one that I know that can And what that means to you is if you put a video in Cartra You can actually look at the analytics you can tell how far somebody's watched it So maybe you've got a ten minute video and at five minutes you have an offer for a sale But a bunch of people stopped at four minutes You could send an email sequence out to all those people that stopped before the five minute offer and say hey Click here to finish this video. I saw you didn't see the rest of it You can't do that on any other platform because what you're doing on other platforms is you're putting in a link to YouTube or Vimeo or whatever it is and the other platforms that have these funnels And they don't have the capability to tell how far they've actually watched that video The next thing is it integrates with almost every credit card processor So whether you have PayPal or you have authorized net or whatever you have out there You can integrate it with Cartra. So you don't have to worry about you know processing credit cards It does it all in there. It also manages and tracks affiliates So there's an affiliate marketplace in Cartra where once you've got a sales funnel that's converting You can open it up to affiliates and they can send traffic to it too And you can actually pay them a commission and you could get even more sales that you would have never had And of course it you know controls all your customers You know as the customers go through there you can tag them based on what they've done based on what they bought Based on what pages they've been to so it's it's really all Encompassing if you've got digital content you need to deliver. Maybe it's a book. Maybe it's a course Maybe it's a PDF download you can upload all those things to Cartra and Cartra can automatically Send an email out with that link to those people who are asking for who opted in for it who signed up for things And you don't have to worry about it because it's automatically done and sent out to them same thing with your memberships Once they pay for a membership it will actually send out an email it will give them the log in it will generate the password for them and Supply it to them and you don't have to do anything Let's face it Cartra is not the first one ever to come to the marketplace, right? There's been a lot of them before them and there's probably going to be some after Cartra I would imagine but I think right now it is the best alternative to building sales funnels to managing your business You know to doing sales pages and emails and all that because it's all in one place You don't have to patch together duct tape together a whole bunch of different softwares to make this stuff work So that's an overview of what a sales funnel is yes You need one yes, you need one and in the cool thing is even if you're profitable Even if your business is like super profitable right now and you add a sales funnel to it It's gonna skyrocket your profits because you can offer them so many more products and services while they're in that buying mode You know as soon as they purchase something you can offer them something else And they're a lot more likely to buy right then so that is my video on sales funnels and Cartra I think you should get it. I think it's an excellent excellent program go down in the link There's a link to Cartra down there if you click the link you can watch a video for free You don't put in a credit card or anything like that And you can see everything that Cartra actually does because it does a lot more than I told you about in this particular video Now do me a favor if you haven't done so already subscribe to this channel hit that button there and don't forget Bring the bell turn on the bell turn on all notifications so you don't miss a single video You become part of my family the Fisher family the VIP family who gets notified about these videos as soon as they're done Also when I go live you will notify you when I go live too, so make sure you turn on all notifications now as I promised you There's a ninety seven dollar e-commerce course down there, too You want to click that link take advantage of that free course? You can get it absolutely free as a value of ninety seven dollars You don't even need a credit card just click and learn I hope you enjoyed this video if you did give me a thumbs up and I'll see you in the next video Notified every time I do a new video also click one of those videos there