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Book Getting 5 Star Reviews on Yelp  Guaranteed

Download or read book Getting 5 Star Reviews on Yelp Guaranteed written by Jason C. Braatz and published by Createspace Independent Publishing Platform. This book was released on 2015 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a guide on how to develop a Yelp strategy for your business and then how to drive solid business rankings within Yelp, obtaining quality 5-star reviews from your customers and clients. It also describes when you should think about getting 5-star reviews and quite simply how and when to ask for them. Since most of the time, improving your businesses overall score relies upon 5-star reviews, knocking down the importance of a 4-star review, you'll learn the best practice techniques to do it. This book is ideally suited for a business owner or marketing manager, or someone who is looking to start a business. This book could also benefit marketing agencies, social media consultants and anyone else who frequently advises small or medium businesses routinely. Larger businesses, known as Enterprises, may also benefit if multi-locations are part of the business model and having a Yelp strategy for each store or within a geography. Some parts of improving a business Yelp listing with 5-star reviews is simple: it's characterizing your business correctly and explaining what you can and simply can't do in the nicest possible way. Think of getting a great standing with your business' Yelp listing to be a marketing initiative. There are two parts of every marketing initiative, no matter how big or small your company is. There is the strategy - or the blueprint to your story: this is the approach on how you will tackle something. Your business will have a checklist of what to do to implement your strategy, which is your tactics -the actual to-do steps with your business, with Yelpers, and following their reviews. This book will go through both. Action without some thought can easily backfire, but more importantly, you may be spending more time than what's needed for your particular type of business. I walk through three distinct successful strategies, and the tactics are explained in the most aggressive form - then broken down where the strategy calls for a less-aggressive approach. The guidance to write this all down came from a myriad of sources, with examples from real business owners and real data. In other words, I don't speculate on what could or couldn't work: after compiling and analyzing data for hundreds of thousands of reviews over eight years and working with Yelp directly on other projects, I do have a plethora of experience on what works and what simply doesn't. Additionally, we own multiple businesses ourselves, small and medium, and we see also on the front lines on what can, does and often doesn't happen the way we want it to in the way of Yelp. This book also comes by way of pruning through our own notes on what worked great - and what failed miserably. While the book is primarily focusing on how businesses successfully obtain 5-star Yelp reviews over and over again, I'd be selling snake oil if I didn't elaborate on the other strategy alternatives. The beauty of being in your spot - you are the business-owner or marketer for your (or) other businesses - so you are in charge of business marketing initiatives, and you can give wind to the sails to a plan a garden of new business through more and better Yelp reviews which elevates your business star rating. Or, you can cut your time down and your marketing costs significantly by repositioning your business in a way that makes any negative reviews for your business simply irrelevant. But before implementing the tactics to do either, you have to give some thought if it's practical, if it's worth it, and if it's even applicable to your business type.

Book Five Stars

    Book Details:
  • Author : Gradiva Couzin
  • Publisher : John Wiley & Sons
  • Release : 2013-12-24
  • ISBN : 1118763211
  • Pages : 312 pages

Download or read book Five Stars written by Gradiva Couzin and published by John Wiley & Sons. This book was released on 2013-12-24 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: Create positive visibility for your business with this essential roadmap Everyone now understands the importance of online reviews on sites such as Yelp. This unique book helps you influence the process and leverage the results to increase sales and revenue. Five Stars is the perfect guide to a timely and crucial marketing tactic for today's savvy small business owners and marketers. Find out how to get more (and better) online reviews for your business, track and monitor them, leverage them effectively in social media and elsewhere, and handle negative reviews with aplomb. Packed with tools, techniques, and great case studies, this practical book is what you need to grab the reins, shape the online conversation, and get reviews that sell. Shows you how to get and leverage online reviews from websites such as Yelp and niche sites related to your business Explains tools, techniques, and tactics you can use to start shaping conversations and building positive visibility Demystifies a complex topic, empowering you to make the most of this valuable marketing tactic Written by the expert author team of the popular and practical SEO_An Hour a Day books; the authors offer a similar task-based approach to help you succeed If you're a retail, service, or e-commerce marketer, you won't want to miss Five Stars: Putting Online Reviews to Work for Your Business.

Book How to Get More 5 Star Reviews  Discover What Smart Business Owners Do to Get More Customers  Clients    Patients from the Internet

Download or read book How to Get More 5 Star Reviews Discover What Smart Business Owners Do to Get More Customers Clients Patients from the Internet written by Mike Lemoine and published by . This book was released on 2019-03-19 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do you know that your business is just one review away from having a negative reputation online? This is a scary fact that most business pay no attention to, or try to protect themselves from. The internet created a whole new economy that we call the reputation and relationship economy, and it's forcing businesses to operate differently. How To Get More 5 Star Reviews is essential reading for every business owner in the world. This book is going to become your manual on how to ensure your business has a great reputation online and also will teach you how to get more 5-star reviews for your business and then how to market them online effectively. In this book we cover: * Why all the marketing you are currently doing is no longer effective. * Why "word of mouth" referrals may be the biggest killer of your business today * How to get more 5-star reviews for your business * Why all the so-called "experts" are dead wrong when it comes to your marketing * How to protect your business from negative online reviews * How to market your 5-star reviews for maximum effectiveness * How to get more customers, clients, and patients from the internet This book reveals what smart business owners are doing differently to protect their business from having a negative reputation and what they are doing to get more 5-star reviews online. As a result, these "smart business owners" are benefiting from a steady and continuous flow of leads into their business that is bringing them more customers, clients, and patients on a daily basis. Most business owners we talk to tell us that they do not feel they are doing as well online as they could be. The reasons are in this book. Most of the so-called "experts" steer you and your business in the wrong direction and the consequences could be disastrous for your business and your wallet. How To Get More 5 Star Reviews is written by the world's foremost expert in online marketing for businesses. Fireman Mike LeMoine is a former firefighter and paramedic who has mastered online marketing for businesses and has the results to prove it. His clients dominate in their respective categories with reviews. Mike has helped them get a 5-Star online reputation and then has helped them market it in creative ways online to bring his clients the most ROI possible. Mike shares all in this new book.

Book The Business Professions

Download or read book The Business Professions written by American Academy of Political and Social Science and published by . This book was released on 1906 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Book Getting Your Baby to Sleep the Baby Sleep Trainer Way

Download or read book Getting Your Baby to Sleep the Baby Sleep Trainer Way written by Natalie Willes and published by Natalie Willes. This book was released on 2017-05-22 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Certified sleep consultant Natalie Willes, known also as The Baby Sleep Trainer, shares her effective and efficient sleep training method in her new book, Getting Your Baby to Sleep the Baby Sleep Trainer Way. Thousands of families throughout the world have used the Baby Sleep Trainer method to help their infants and toddlers learn to sleep through the night and take healthy naps, all with the fewest tears possible. Backed by thorough scientific data and years of professional experience, the Baby Sleep Trainer Method offers parents a tried and true solution for children aged 16 weeks through 3.5 years. Step-by-step, comprehensive contents include: The science of baby sleep habits How to prepare your child's room for optimal sleep Discussions on cortisol and crying in babies Creating healthy sleep habits with newborns Exactly when and how to start sleep training for nighttime sleep and naps Tips and tricks for multiples Troubleshooting common sleep training issues and pitfalls Detailed eat-wake-sleep schedules for children on 3, 2, and 1 nap Sleep training toddlers and children in beds Praise for the Baby Sleep Trainer method: "My 5 month old was waking up every 2-3 hours at night and I was seriously sleep deprived. My sleep deprivation was affecting every aspect of my life. I read several books on sleep training, as well as blogs and websites. I was at my wits end. After following the program for two weeks, my child was consistently sleeping 11-12 hours a night and was on a consistent schedule during the day! This program has literally given me my life back." - McKel Neilsen "Two months ago I was at the end of my sleep rope with our 6-month-old, boy/girl twins. Exhausted doesn't begin to explain it, I felt desperate. After using the Baby Sleep Trainer Method we feel like we have our lives back. The babies are happy and well rested, and so are we! We have our evenings back to cook dinner, spend time with our 4-year-old daughter, hang out together, and actually do things we enjoy. The process took commitment but has been absolutely worth every bit of it." - Beth Oller, MD "Using the Baby Sleep Trainer Method, my daughter quickly went to a routine nap schedule during the day and sleeping through the night from 6:30pm to 6:30am! Also, rather than the exhausting and often unsuccessful rocking or soothing or feeding to sleep, we were able to put her down awake in her crib and she would fall asleep on her own in just a few minutes. It was just incredible." - Online Review

Book News from Nowhere

    Book Details:
  • Author : William Morris
  • Publisher : Standard Ebooks
  • Release : 2023-11-07T21:12:26Z
  • ISBN :
  • Pages : 254 pages

Download or read book News from Nowhere written by William Morris and published by Standard Ebooks. This book was released on 2023-11-07T21:12:26Z with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: William Guest wakes up to find himself transported to a future utopian society. This bucolic society functions despite the absence of private property, marriage, prisons, courts, schools, and central government. The people are happy, healthy, and hard working. As he travels through this revitalized England, he discovers how this society works and how it came to be. Edward Bellamy’s 1888 utopian novel Looking Backward describes a very different future utopian society, where machines have reduced the need to work, and strong government redistributive policies have eliminated inequality. Morris, in reviewing that book, disagreed with its conclusions, and News from Nowhere presents his competing utopian vision. In Morris’ ideal society, work isn’t something to be eliminated by machines, but rather a way to exercise creativity and to grow closer both to nature and to others. Work is performed not through coercion but through genuine appreciation. Morris emphasizes the need to change not only the material aspects of capitalism, but also the way society views work, the environment, and the purpose of life. News from Nowhere is considered a landmark novel in anarchism and influenced many early twentieth century socialists. The first edition was serialized in the Commonweal in 1890, before being published as a book, with some editorial changes, in 1891. In 1892, Morris published a final edition as one of the first books printed by his soon-to-be-legendary publishing company, the Kelmscott Press. It was printed by hand at his own home, and decorated and typeset by him using a typeface he designed. This book is part of the Standard Ebooks project, which produces free public domain ebooks.

Book Social Location Marketing

Download or read book Social Location Marketing written by Simon Salt and published by Pearson Education. This book was released on 2011-01-25 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Front cover “Too many people are running around nowadays calling themselves ‘social media experts.’ Simon doesn't call himself that. His clients do. And they're right. I'll read anything this man writes.” –Peter Shankman Back cover Social Location Marketing Breakthrough social location marketing techniques for promoting your service, product, or venue! Social Location Marketing offers powerful new ways to promote practically any product, service, or venue. Now, pioneering expert Simon Salt shows exactly how to make the most of it! Salt introduces Foursquare, Gowalla, Yelp, and other apps, helping you choose your best options, and build cost-effective marketing programs that work. Through real examples, you’ll learn how to reach your key audiences and segments…craft and execute winning strategies on realistic budgets…measure activity and calculate ROI…avoid costly mistakes…and much more! Whatever your goal, role, or industry, this book will help you find new customers where they are, strengthen loyalty and retention, and supercharge profits! You’ll Learn How To: • Understand how social location marketing works and what it can (and can’t) do for your business • Learn the surprising realities about who uses social location software • Know your customers and their motivations–and build marketing plans around them • Develop communities of customer advocates who’ll work on your behalf • Use games, competitions, time-limited offers, and other innovative approaches • Successfully reach teens, tweens, women, or men • Discover proven approaches for fashion, retail, hospitality, and restaurants • Effectively handle criticism, and transform negatives into positives • Preview brand-new social location tools, including Google Hotpot • Understand the privacy issues associated with social location marketing SIMON SALT is a key social media influencer who works with large brands and international PR companies. After participating in three succes1tups, he now leads his own marketing communications firm, whose client list includes Fortune® 500 companies. Salt is now conducting a Social Media roadshow, speaking on social location sharing across the United States. He has spoken at major conferences including BlogWorld, Internet Summit, and will speak at SXSW 2011.

Book Building Web Reputation Systems

Download or read book Building Web Reputation Systems written by Randy Farmer and published by "O'Reilly Media, Inc.". This book was released on 2010-03-04 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: What do Amazon's product reviews, eBay's feedback score system, Slashdot's Karma System, and Xbox Live's Achievements have in common? They're all examples of successful reputation systems that enable consumer websites to manage and present user contributions most effectively. This book shows you how to design and develop reputation systems for your own sites or web applications, written by experts who have designed web communities for Yahoo! and other prominent sites. Building Web Reputation Systems helps you ask the hard questions about these underlying mechanisms, and why they're critical for any organization that draws from or depends on user-generated content. It's a must-have for system architects, product managers, community support staff, and UI designers. Scale your reputation system to handle an overwhelming inflow of user contributions Determine the quality of contributions, and learn why some are more useful than others Become familiar with different models that encourage first-class contributions Discover tricks of moderation and how to stamp out the worst contributions quickly and efficiently Engage contributors and reward them in a way that gets them to return Examine a case study based on actual reputation deployments at industry-leading social sites, including Yahoo!, Flickr, and eBay

Book My Reading Adventures

Download or read book My Reading Adventures written by Anne Bogel and published by Harvest House Publishers. This book was released on 2022-08-02 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique journal encourages young readers to spend more time enjoying books, gives them great suggestions for what to read next, and helps them remember what they’ve read. Do you have a junior bookworm in your home? Or would like to see your child develop a greater interest in reading? This journal was designed with your child in mind. Anne Bogel, creator of the Modern Mrs Darcy blog, wants to help instill a lifelong love of reading in your child with a journal that’s just for them. Inside, kids will find fun lists of book recommendations for different genres and interests, creative reading-related activities, and space to record what they’ve read and what they would like to read. This journal is an ideal companion for all your child’s reading adventures. Anne’s book journal for adults, My Reading Life, is available now wherever books are sold.

Book Spirits of Vengeance

    Book Details:
  • Author : Rob J Hayes
  • Publisher :
  • Release : 2021-09-28
  • ISBN : 9780957666887
  • Pages : 648 pages

Download or read book Spirits of Vengeance written by Rob J Hayes and published by . This book was released on 2021-09-28 with total page 648 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Ipian Empire was once a land that welcomed dragons and spirits alike, but a century of war and bloodshed saw them all but vanish. Now, the lost things are returning and the Onryo have gathered. Five legendary spirits with mysterious powers, bent on freeing an ancient evil that would wreak havoc on humanity. Haruto swore his soul to the God of Death for the chance to hunt down the vengeful ghost of his wife. Now an onmyoji, he's tasked by the Imperial Throne to hunt down monsters and malicious spirits. But he knows not all spirits are evil and not all deserve the peace of the sword. Kira is a student at Heiwa, an academy for children with dangerous techniques. But she has a secret, she's not like the other students. When the school is attacked, she flees with one of the tutors, determined to hide both from those who would kill her, and those who would use her. As a plague of spirits sweeps across the land, the Onryo leave a bloody trail for Haruto to follow. But who's hunting who?

Book Chasing Aphrodite

    Book Details:
  • Author : Jason Felch
  • Publisher : HMH
  • Release : 2011-05-24
  • ISBN : 0547538022
  • Pages : 397 pages

Download or read book Chasing Aphrodite written by Jason Felch and published by HMH. This book was released on 2011-05-24 with total page 397 pages. Available in PDF, EPUB and Kindle. Book excerpt: A “thrilling, well-researched” account of years of scandal at the prestigious Getty Museum (Ulrich Boser, author of The Gardner Heist). In recent years, several of America’s leading art museums have voluntarily given up their finest pieces of classical art to the governments of Italy and Greece. Why would they be moved to such unheard-of generosity? The answer lies at the Getty, one of the world’s richest and most troubled museums, and scandalous revelations that it had been buying looted antiquities for decades. Drawing on a trove of confidential museum records and candid interviews, these two journalists give us a fly-on-the-wall account of the inner workings of a world-class museum, and tell a story of outlandish characters and bad behavior that could come straight from the pages of a thriller. “In an authoritative account, two reporters who led a Los Angeles Times investigation reveal the details of the Getty Museum’s illicit purchases, from smugglers and fences, of looted Greek and Roman antiquities. . . . The authors offer an excellent recap of the museum’s misdeeds, brimming with tasty details of the scandal that motivated several of America’s leading art museums to voluntarily return to Italy and Greece some 100 classical antiquities worth more than half a billion dollars.” —Publishers Weekly, starred review “An astonishing and penetrating look into a veiled world where beauty and art are in constant competition with greed and hypocrisy. This engaging book will cast a fresh light on many of those gleaming objects you see in art museums.” —Jonathan Harr, author of The Lost Painting

Book The Mesh

    Book Details:
  • Author : Lisa Gansky
  • Publisher : Penguin
  • Release : 2010-09-23
  • ISBN : 1101464615
  • Pages : 200 pages

Download or read book The Mesh written by Lisa Gansky and published by Penguin. This book was released on 2010-09-23 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: A simple, powerful idea that's reinventing the way smart, adaptive companies do business. Most businesses follow the same basic formula: create a product or service, sell it, and collect money. What Lisa Gansky calls "Mesh" businesses throw this model out the window. Instead, these companies use social media, wireless networks, and data crunched from every available source to provide people with goods and services at the exact moment they need them, without the burden and expense of owning them outright. The Mesh gives companies a better understanding of what customers really want. Already, hundreds of successful Mesh companies are redefining how we interact with the people, goods, and services in our lives. These businesses are easier to start and spreading like wildfire, from bike sharing and home exchanges to peer-to-peer lending, energy cooperatives, and open source design. Consider: • ZipCar profits from streamlined car sharing • Kickstarter connects artists with funding from enthusiastic supporters • Music Gym makes finding a recording studio as easy as joining a gym The Mesh reveals the next wave of information-enabled commerce, showing readers how to plug in and profit.

Book The Bitchy Waiter

    Book Details:
  • Author : Darron Cardosa
  • Publisher : Union Square + ORM
  • Release : 2016-07-05
  • ISBN : 1454922613
  • Pages : 257 pages

Download or read book The Bitchy Waiter written by Darron Cardosa and published by Union Square + ORM. This book was released on 2016-07-05 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hilarious tales from the trenches of food service from the popular blog—perfect for fans of David Sedaris, Anthony Bourdain, Erma Bombeck and Mo Rocca. For all those disenchanted current and former food service employees, Darron Cardosa (a.k.a. The Bitchy Waiter) has your back. Based on his popular blog, this riotous book is full of waitstaff horror stories—plus heartwarming tales—from three decades in the industry. Cardosa knows you want your beer cold (“You want a cold beer? Thank you for clarifying so I didn’t bring you the one that just came out of the oven”). And while he may hate children (“I know the kid at Table Eight is trouble the moment he rolls into the restaurant in his fancy stroller”), he will at least consider owning up to his mistakes: “Do I take the steak from the floor, citing the “three-second rule,” and put it in the to-go box and carry it back to the woman?” From crazy customers to out-of-control egos, these acerbic tales offer a hilarious glimpse into what really goes on in that fancy restaurant—and inside the mind of a server. Praise for The Bitchy Waiter “Cardosa does for wait staff what Anthony Bourdain did for kitchens: he exposes the ugly side of food service from the perspective of those working on the front lines. And he puts the potential restaurant customer on notice that someone is watching and recording their bad behavior.” —Shelf Awareness

Book Content Rules

Download or read book Content Rules written by Ann Handley and published by John Wiley & Sons. This book was released on 2010-11-11 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: The guide to creating engaging web content and building a loyal following, revised and updated Blogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a "voice," including organizations and their customers. So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art and science of developing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online—and using them to establish credibility and build a loyal customer base. Find an authentic "voice" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others Leverage social media and social tools to get your content and ideas distributed as widely as possible Understand why you are generating content—getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy Write in a way that powerfully communicates your service, product, or message across various Web mediums Boost your online presence and engage with customers and prospects like never before with Content Rules.

Book THE SYSTEM IS THE SOLUTION

Download or read book THE SYSTEM IS THE SOLUTION written by Nick Cohenmeyer and published by . This book was released on 2023-08-10 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is a Solution to the Disorder in your Personal and Business Life. One of the reasons for this book is because of my experiences in the military where I learned how applying a systematic approach to a task, commonly through some kind of SOP (standard operating procedure), ensures that a level of consistent deliverable is achieved, maintained, and incrementally improved over years of iterations. I used to wonder whether a systematic approach could be useful in other areas of my life outside of the military. Seven years later, I’ve found that not only is this answer YES, but it is hard for me to identify any area of my life that has NOT been profoundly improved through a rough initial implementation of a systems approach, followed by an incremental and automatic refinement. Key tenets of this book: I will bet you the price of this book that there is at least one aspect of your life that you want to change. Maybe it’s your professional or physical performance, your sleep quality, or your cluttered room, garage, or mind. I am writing this book for no other reason than to share what I believe is the secret to improvement in almost any area of life. The secret can be encapsulated in one word: system. Why do systems work? The answer is simple: The reason systems work is because the opposite of a good system is chaos. Whatever you want to improve can be enhanced by using a baseline system. Here’s why: A baseline system is a way to start from somewhere and through incremental refinement, to retain what is working and jettison what is no longer working. Chaos is where haphazard inputs yield unpredictable and inconsistent outcomes. Of course, just because a solution is simple doesn’t mean the solution will be easy. Fortunately, this book is the condensation of many costly experiments in what works and what doesn’t work, so that you can embrace the former and avoid the latter, and condense years of my time into just a few hours of your time. If you want to start fixing the problems with your fitness, your relationships, your businesses, and your focus, you will be challenged to find a better use of your time than spending it reading this book or listening to it if you purchased the audiobook format.

Book The Guaranteed Customer Experience

Download or read book The Guaranteed Customer Experience written by Jeff Toister and published by . This book was released on 2021-03-15 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: What if you could guarantee your customers an amazing experience-and then deliver on that promise every time?The Guaranteed Customer Experience turns the concept of a guarantee on its head. An experience guarantee goes beyond merely warrantying a product against defects. It encompasses the entire customer journey to promise an experience that never falls short of expectations.* Discover what truly motivates customers to buy from you.* Earn your customers' trust with an experience guarantee.* Avoid service failures that cause customer churn.Get an inside look at how leading organizations use experience guarantees to fuel customer-driven growth. Learn the real reasons people love these companies and remain loyal customers. Discover how brands, products, and even individual employees use the Guaranteed Customer Experience model to stand out from the competition.Creating a consistently great customer experience doesn't have to be a complicated and daunting task. The Guaranteed Customer Experience will help whether you're looking for a model that's easy to implement and understand, or you're trying to find a critical piece that's been missing from previous customer experience initiatives.

Book The South Asian Health Solution

Download or read book The South Asian Health Solution written by Ronesh Sinha, MD and published by Bradventures LLC. This book was released on 2014-01-03 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: The South Asian Health Solution is the first book to provide an ancestral health-based wellness plan culturally tailored for those of South Asian ancestry living in India, the United States and across the world – a population identified as being at the highest risk for heart disease, diabetes, obesity, and related conditions. Dr. Ronesh Sinha, an internal medicine specialist in California’s Silicon Valley, sees high risk South Asian patients and runs education and wellness programs for corporate clients. He has taken many South Asians out of the high risk, high body mass category and helped them reverse disease risk factors without medications. His comprehensive lifestyle modification approach has been validated by cutting edge medical science and the real-life success stories he profiles throughout the book.