Thursday, 20 March 2014

How to Create a Successful Affiliate Marketing Program

Affiliate marketing is often termed as one of the best online marketing programs that are available to small business. Why?  There is no risk when it comes to affiliate marketing, you only pay after the results are delivered. Using an affiliate marketing program you agree to pay your affiliate partners a referral fee for each lead or sale that is generated. 
There are many affiliate program available on the Internet today, so it's important to make yours stand out and catch the attention of professional affiliate marketers. Once you've done that you are well on your way to a successful campaign. Here are some tips on how you can make your affiliate program stand out from the multitudes that are available:
1. Claim a niche market. Don't try to sell everything to everyone. This is the quickest way to fail in your adventure.
2. Locate niche partners. Once you've claimed your niche market research and find web sites that have viewers interested in your niche market. You will want to find partners that have already built traffic and would benefit from your affiliate offer.  Your offer should be a win-win for both you and your affiliate partners.
3. Develop compelling creative. Provide your affiliate partners with creative and promotional material. You want to make their job of marketing your products or services as easy as possible.  The less work they have to do and the more conversions they see the more likely they are to promote your products or services.
4. Continually be on the look out for new affiliate partners. Don't rest on your laurels just because you have a few good partners, you never know when they may decide to jump ship. Protect yourself by actively recruiting new partners. You can find new partners by advertising your affiliate program on your web site, listing or advertising in affiliate directories, or by contacting potential affiliates directly.
5. Take care of your partners. Communicate with them by welcoming them to your affiliate program send out updates on product additions or changes. Give them tips and advise on how to be successful in marketing your products.  Always pay them on time.
A successful affiliate marketing program takes time to build, but with a bit of effort it has the ability to increase your Internet sales noticeably. It's worth the effort and it can become on of the best time and financial investments in your marketing plan.

Affiliate Program Basics Monetize Your Site Traffic

Affiliate programs have become a standard component of most online businesses. With thousands of companies and dozens of networks offering affiliate programs, it can be hard to know where to begin. Understanding the basics will help you make good decisions as you begin affiliate marketing on your website.
There are three types of affiliate marketers:
  • Full-time: Exist solely to promote other businesses.
  • Part-time: Employ affiliate programs as a major part of their business plan, creating a significant percentage of their annual revenues.
  • Side-line: Promote just one or two companies. For example many promote their Web host, in order to help cover their costs of hosting.
The amount of time required to implement an affiliate program is minimal as these programs will most commonly be placed on your existing website(s), and most programs provide ad copy, images and tracking links. Of course, the most compelling reason to begin affiliate marketing is income generation. So regardless of your type of online business you should at least consider some form of affiliate marketing. 

Monetize Your Traffic:

You work hard to create traffic for your site – you build a busy street. Now, if you create some billboards on this busy street, you’ll make more money. Of course, with affiliate programs you receive payment for creating an action, not just for displaying an ad, but if you can create more revenue from the same amount of traffic – well that just makes good business sense.
Some popular affiliate networks are:
  • AffiliateFuel: their advertisers represent the major industries, with criteria that are stricter than Commission Junction (see below).
  • Click Bank: primarily digital products, including downloadable e-books.
  • Commission Junction: covers every major industry: travel, retail goods, marketing, and even automotive.
  • Google AdSense: primarily text ads and payment is for "clicks", not transaction based.
Because of the expense of using an affiliate network, many businesses are creating their ownaffiliate programs.

Questions to ask yourself:

As you begin planning, there are some decisions to be made:
  • Will I work with just one affiliate network or many?
Initially, it’s often best to choose one, and then expand once you learn what works and what is profitable.
  • Will I work directly with the company, or through a network?
Many sites have an "Affiliate Page" on their site, and it’s a great way to choose your favorite vendor and promote them on your site. Because each program has to be setup individually, this can take some time if you need more than a few. With a network, you can apply for many programs at the click of a mouse.
  • Do I have the volume to generate significant revenue on clicks alone?
You’ll need a very busy street to realize any profits from click programs. Of course, it doesn’t cost anything to try, but many webmasters learn that transaction based affiliate programs produce better than pay-per-click programs.
  • Is my site better suited to specific product endorsements?
If you run an online travel agency, for example, you could also promote travel insurance, luggage, pre-paid calling cards, and other travel related products. Because your affiliate products directly relate to your clients interests, you are more likely to have success, than if you have Google text links, promoting weight loss or home repair services.
  • How much control do I want regarding ad content?
Some ad networks ask for a location on your site, and they decide the content. Sometimes it relates to your site, sometimes it’s totally unrelated. Others allow you to choose the specific content, the graphics and message.
  • Will the ads I choose fit with both my site design, and my company image?
    • Would I be happy with weight loss products displaying on my financial services website?
    • Or with dating ads appearing on my children’s bookstore site?
  • What steps will I take, to ensure that I don’t unintentionally abuse the trust of my visitors?
Some ad campaigns promote services of questionable quality, or even of questionable legality / morality. Your visitors will hold you accountable, so it’s wise to visit the site of a prospective affiliate and see what they offer, if they have a guarantee, etc.
Too see if they are a reputable company run this simple test. Of course, even the best company will get complaints, but notice the volume of complaints. Simply Google the name of the company with the term "complaint" or "sucks" after it. For example: "ABC Company sucks." Don’t forget the quotation marks, and please excuse the choice of words. To see what people are saying, you need to Google with the words they use.

Program Details to Consider:

  • Payment details: Some programs pay a finder’s fee – ranging from $0.50 to over $100 per lead or sale. Others offer a percentage of any sales generated from the referral from your site (from 1% up to over 75%).

  • How they pay: Some fringe programs might never pay. It's best to stick to established programs, at least at first, to ensure that you get paid. Some require PayPal accounts or a mailing address for checks.

  • Refunds: When a refund is made on a product, your account will be deducted the amount of the commission for that order. It’s good to confirm other details on refunds with the program.

  • Tracking: Does the program provide a method to track clicks, purchases, leads? Without this, how will you know if they are paying you correctly? Most sites have a dashboard of your account, showing daily, weekly and monthly traffic stats.

  • Use of cookiesA larger program should make use of 14 or 30 day cookies, which means that if you refer a visitor to a site, and they leave without making a purchase, but return next week and then buy, you’ll get credit for the referral and you’ll get your commission.

  • Allowable marketing techniques: Some programs prohibit specific means of marketing, use of trademarked content (logos, images and slogans) or use of their company name in search marketing.
Common Requirements
Not all programs are the same, but many will require:
  • A functioning, and well-programmed, website
  • Confirmation that your site doesn’t violate specific terms and conditions
  • A valid business registration, Social Security or Social Insurance number.

Top 10 Commandments of Affiliate Marketing Ten best practice tips for a profitable affiliate marketing business

Affiliate programs can be a big source of revenue. The key to maximizing your earnings is engaging your readers. Unlike traditional ads where you are paid for impressions or clicks, affiliates are only paid when/if a specific action is performed. The action might be a purchase or signing up for a newsletter, but regardless, you are not paid until you've compelled your readers to act.
With that in mind, here are the Top 10 Commandments for affiliate marketing success.

1. Know Your Audience

The most successful way to use affiliate programs is to anticipate and meet the needs of your readers. Consider why they are coming to your site. What are you providing that they are looking for? Make sure the affiliate products you are promoting provide a solution to your audience's problems.
If you are writing about sports, don't put up affiliate ads for printer toner just because everyone has a printer and those programs have a high payout. The people who are coming to read commentary or get stats for their favorite teams aren't thinking about those things when they're on your site.
The more relevant the ads are to your readers, the more likely they will use them.
Ads
$0.01 Web Hostingwww.hostgator.com/1PennyScalable, Secure Web Hosting. Try Our Award-Winning Service Now!
Online-Seminarealumniportal-deutschland.org/LernenKostenlose Webinare von Experten. Aktuelle wissenschaftliche Themen
Business Opportunitywww.hktdc.comConnect with over 120,000 suppliers from Hong Kong, China and Taiwan

2. Be Trustworthy

Readers are savvy. They know an affiliate link when they see one. If you break their trust by promoting a product you don't believe in or take advantage of their visit with too many ads, they will leave and never come back.
It is your repeat visitors that will drive traffic. They are the ones who will give you linkbacks, spread the word, and recommend your site as the go-to place for valuable content. You need to build a relationship based on genuine content.
If your visitors don't think you're being honest, they won't read anything else you have to say.

3. Be Helpful

Think of affiliate ads as additional resources that complement your content. Give value to your content by making it helpful, useful, and informative.
Don't put up a list of your favorite books, hoping people will click on the affiliate link, purchase the books (just because you listed them), so you can cash in on a sale. Take some time to write a detailed review, and use affiliate ads to point them in the right direction if they decide to act on your information. That's what affiliate ads are for. If you write a great review recommending a book and readers buy the book because of it, you should get something for that.
But just throwing out links to products with no rhyme or reason will result in a quick exit by visitors.

4. Be Transparent

Always disclose your affiliations. Your readers will appreciate your honesty, and will feel better about contributing to your earnings. If they sense that you are being less than honest about your affiliations, they are savvy enough to bypass your link and go directly to the vendor just to avoid giving you referral credit.
Honesty and full disclosure is a necessary part to building a loyal reader base. They know they are supporting you by using your referral links. Make them happy and eager to do so.

5. Select Carefully

Take the time to go through all the different options for products or services available through the programs. Put some thought into which products or services your readers may need or like. Also, change the ads around often, try different ones, and use different graphics and text to see which are the most effective.
It may take some time before you figure out the best formula, and you may also find that you need to continually rotate ads to attract more attention.

6. Try Different Programs

If one particular program doesn't seem to be working for you, try another one.
Affiliate programs don't look the same. They offer different products, services, and payment structures. Some programs will have a lifetime payout on sales while others will limit it to 30-90 days. Some programs allow much more flexibility in the types of ad units available, as well as colors and design so it fits better on your site's layout.
Also, check your favorite vendors to see if they run their own affiliate program. Sometimes you can go directly to the source. You're not limited to big affiliate networks.
Integrate systematic ad testing into your strategy to maximize your profits.

7. Write Timeless Content

Your old content can still be valuable even though it's no longer on your front page. Take advantage of the long term opportunities by making sure you provide timeless content.
If visitors come across your older content first, and find that it offers dated information, they will leave right away. Of course, information moves forward, so relevant content changes quickly. You can make your content timeless simply by adding links to your updated articles on your old ones.
Many platforms allow you to show "most recent" or "most popular" or "related articles" on every page, so no matter how old the article is, it will always show access to your new ones. Your old content can make money for you indefinitely.

8. Be Patient

Affiliate revenue grows and builds up with time. Remember that some programs offer lifetime payouts. If you refer a visitor, you may continue to make money from that one visitor even if he doesn't come back to your site. Also, as long as you have referral links still active in your old posts, they may still payout for you.
Affiliate programs aren't a get rich quick plan, but it provides opportunity to make passive income in the future.
Ads
Earn money with CSLwww.clubsmartlife.comBuild a strong foundation make a life long income stream

9. Stay Relevant

Keep up to date on the latest offerings of your affiliate programs. New ad units, advertisers, and tools are constantly being added to improve usability and be more visually appealing. Small changes go a long way in motivating action by readers. You may be left out in the dust by being complacent with your strategy.
Don't get lazy about monitoring trends and exploring new opportunities.

10. Content Comes First

Above all else, your content must be your highest priority.
Your content is your foundation, the life blood on which the site exists. Without valuable and helpful content, readers won't come. Focus on providing excellent content, and the monetizingstrategies will work out.
Once you start compromising your content to cater to the affiliate programs or any other money making venture, you will lose your readers. Once that happens, you will lose the opportunity to receive any earnings from any of your ads, be they CPMCPC, or referral based.

6 Tips on How To Make Money From Affiliate Ad Programs

Affiliate programs can be a great way to supplement your income but to the most out of them you must also be willing to spend time and effort into building an affiliate network.
Affiliate programs are not likely to make you rich overnight but joining the right programs can help you earn several hundred dollars per month on a moderately sized website in a relatively short time. The larger your website is, generally the greater your traffic draw from content will be. The higher your traffic rate is, the more likely you are to be successful with affiliate ads.
Much of your success depends on two things: the quality of your website content, and how selective you are in choosing affiliate program ads to compliment your site.
  1. Choose Affiliate Ads That Are Consistent With Your Website's Purpose: Keep your affiliate ads connected to your website's purpose and content as much as possible. You can be broad and creative, but remember to consider the interests and sensibilities of your website visitors. Affiliate ads should compliment your site - not compete with it.
    For example, if you run a social network for stay-at-home moms, think about what most interests your audience. You might choose programs that offer products and services for children, but you might also consider selling books, links to online degrees, and even vacation planning affiliate programs.
  2. Keep it Clean and "G" Rated: You will not make money by adding porn and other adult content to a general interest website. Keep it off your site if you want to have any credibility and are trying to attract a loyal customer base rather than those just looking for instant gratification.
    A G-Rated site stands a much better chance of consistently appearing in the most possible search engine returns. Unless you are actually running an adult-themed business, keep adult ads completely off your site. Even if your site content is as G-Rated as Mary Poppins if you allow adult content ads your site will still be listed as adult-oriented by search engines.
  3. Do Not Over Do It: Adding too many ads to a page and using annoying pop-ups and flash ads will usually accomplish only one thing: it will distract and annoy your readers who will just go somewhere else to find information without intrusive ads.
    Today's Internet information surfers are savvy and are quickly able to find anything you have to say somewhere else in a matter of seconds. Keep your site fresh, content-rich, and use ads as an added feature (cleverly selection and placed, of course) that have the appearance of being an extension of your site, that is, a service or convenience feature for your visitors, not as a way to get rich.
  4. Be Prepared to Work for Your Affiliates: If your affiliate's ads are not working well on a page or section of your website, move them, change them, or remove them. Affiliate programs will drop you if your site is not performing for them.
    If you a lack good results it tells you that your readers are not interested in the particular ads you are showing them, or that they are ignoring them for other reasons (which is often due to placing too many ads on one page).
  5. Do Not Use Framesets: Using frames is generally considered a bad idea from an SEO standpoint for any website, but it is particularly important not to use affiliate ads that are set in frames.
  6. Do Not Alter Affiliate Ads: Most affiliate programs offer a variety of links, banners, and buttons to choose from. Affiliate marketers have already spent time and money and research to determine what ads sell best. They use their own branding which often includes specific phrases, colors, images, and even fonts. For this reason, with few exceptions, affiliate programs do not let you (even though it is technically easy to do) make changes to their ads. If you do make unauthorized changes the affiliate partner may refuse to pay you for any leads generated from altered ads.
The ads you choose to display on your site say something about you and your own business. Be selective, not greedy, and focus on ads that serve the needs of your website visitors to get the most out of affiliate programs.

Easy Ways to Monetize Your Blog or Website

The Internet has provided additional opportunities to build or expand a business online. Further, it has created many new methods by which money can be made through an online business. Whether you’re blogging about gardening or zombies, or you’re promoting your freelance business or selling your homemade wares, you can add additional income options to your online presence. These monetization methods are free and easy to implement.
Contextual Advertising
Contextual advertising are ads fed to your website or blog based on the content on your site. If your website or blog is about gardening, the ads fed to your site will be about gardening, as well. You are paid a small fee each time a visitor to your site clicks on one of the ads.
Once you sign up, running ads involves creating the ad you want including type (i.e. text, graphic or video), size and color, and then copying and pasting the code onto your website or blog’s text (HTML) editor where you want the ad to appear. While some programs allow you to join and start running ads right away, others will want to know more about your site, such as the number of unique visitors you have a month before approving you. When you join an ad feed program, read the terms of service carefully to avoid violating any rules. Google in particular isn’t very forgiving if you mess up. Most rules state that you can’t click on the links on your site or ask your visitors to click on your links.
Here a few of contextual ad programs you can check out:
Affiliate Programs
The advantage to affiliate programs versus contextual advertising is that you have more control over the offers your readers see. Affiliate marketing is basically referral marketing. For example, if you want to recommend a book to your site visitors, you can join Amazon’s Associate’s Program, get a coded link to the book and post it on your site. If a visitor buys the book through your link, you get a commission.
Affiliate programs pay in a variety of ways including percentage of the sale, flat rate, or per action (i.e. a lead). You can sign up for affiliate programs through networks, such as Conversant (formally Commission Junction) or find programs through affiliate directories. Many websites run their own affiliate programs, as well.
Similar to contextual advertising, some affiliate programs allow you to sign up and start promoting products right away, while others will want to check out your site first. You’ll also want to read the terms of service as many affiliate programs have restrictions on how you can use and run the ads. For example, some don’t want you to email affiliate links.
Running ads requires choosing an ad option provided by the affiliate vendor, and then copying and pasting the ad code into the text editor (HTML) of your site where you want the ad to run.
Affiliate programs are everywhere, but here are a few places you can get started:
Conversant (formally Commission Junction)
Sell Ad Space Directly
While you can post a contextual ad or affiliate product offers into ad spots on your website and hope a visitor will click or buy, you can also sell the space directly to advertisers. This method works best if you have traffic to show an advertiser his ad will get seen. To sell ad space, you need to decide what spots are available, such as the header, sidebars or part of the content. Create an advertising page that gives your site statistics, ad spots and prices. Advertisers can pay through PayPal for easy payment processing.
Another option to selling ads is to sell content space through sponsored posts. In a sponsored post, you write or the sponsor writes an article and pays you to run it. This method has some drawbacks in that readers sometimes feel paid content compromises the credibility of the website. Further, Google doesn’t like paid posts and might penalize you for running it.
Sell Your Own Products
You can get paid a percentage of the sale from affiliate marketing, but you earn 100 percent of the sale from products you create and sell on your site. Creating your own products is the natural progression for bloggers, who end up with lots of content on their site that they can then gather and edit into an ebook. But bloggers aren’t the only ones who can create products. A freelance writer, selling his services through a website, can also create an ebook to teach others how to freelance write.
Ebooks aren’t the only option for creating products. You can develop courses, videos, and software as well. If you don’t want to create the content yourself, you can purchase private label rights (PLR) and repurpose it to fit your style. Easier still, you can buy master resale rights (MRR) to products and sell it as-is (terms of use usually prevent you from changing MRR material).  
The important thing to remember when monetizing your website or blog is that the offers need to match the topic of your site. You don’t want to sell automotive parts if your site is about gardening. Further, you want to make sure the products and services being promoted on your site are of good quality. Your reputation and credibility will take a hit if you subject your readers to subpar products and services. 

10 tax tips for owners of a home-based business

10 tax tips for owners of a home-based business
This time of year doesn’t necessarily feel like tax season, but the home stretch can be an important time for your tax strategy. After all, by the time you get around to looking at things in March or April next year, it’s too late to take any action for your 2013 return.
When you file taxes as a solo business owner, things are more complicated than those days when you may have a received a tax form (W2 in the US) from a single employer. However, you’ve also got plenty of opportunities to trim your tax bill.
To that end, here are 10 tax tips for the solopreuner working from home. Of course, as with any article you read, these are general tips and should never take the place of individualized advice from a tax accountant or CPA. As well, the examples shown are US-based, so check with your advisor on what comparable tips apply in your country.
1. Deduct your home office
To qualify your home office as a legitimate business expense, it’s got to be a place that is used exclusively for business activities. If your kitchen table doubles as your work desk, you won’t be able to deduct it. But, if you’ve got a dedicated room for an office, or even a portion of a room, you’ll be able to deduct some of your housing costs.
For example, Sarah, a graphic designer uses a spare room in her rental apartment as her office. The apartment is 1,900 sq. ft. and the office is 180 sq. ft. (9.5% of the total square footage). She’s able to write off 9.5% of certain home expenses including her rent payment and renter’s insurance. And if she painted the room, she’d be able to deduct those costs as well.
Note that starting in 2014 (for your 2013 returns), you’ll have a new, simplified option for claiming the home office where you don’t have to calculate a percentage. In this method, you can claim $5 per square foot of the office up to 300 sq. ft.
You may have heard that the home office deduction is a big red flag… and the IRS is more likely to audit the self-employed who take advantage of it. However, if you’re legitimately entitled to the deduction, take it. It can be one of your most significant annual expenses.
2. Home utilities
If you’re taking a home office deduction, you’re also able to deduct a portion of your utility bills—namely your monthly heating and electricity bills. In this case, you can deduct the same percentage as the rent/mortgage deduction described above. You can also deduct some of your broadband/Internet bill, but you’ve got to take into account that you most likely use your home broadband for non-work purposes as well. For example, Sarah deducts 50% of her monthly broadband bill as a business expense.
3. Office supplies
Don’t forget all the paper, ink toner, postage, paperclips, etc. that you purchase. These are all fully deductible (provided you can prove you’re using them for your business). How about your new computer or iPad? These can also be deducted. However, keep in mind that if you only have one tablet or laptop, then most likely you’re also using it for personal purposes as well. And in this case, you can only expense the percentage of how much the equipment is used for business (i.e. 50% or 60%).
4. Travel expenses
Did you attend a conference this year? Do you travel to meet a client (and aren’t reimbursed for those costs)? If so, you can deduct these expenses. Here’s what you need to know:
  • You can deduct any transportation costs (plane tickets, bus fare, taxis, airport parking, rental car)
  • You can deduct your lodging and tips
  • You can deduct 50% of your meals for business days
Also, keep in mind that if you have an out-of-town business day on Friday and one on Monday, you’re also allowed to deduct your lodging and meal costs from over the weekend too!
Form to know: Pub 463 Travel
5. Autos and commuting
If you’re working from home, you obviously can’t deduct any kind of daily commute—you also can’t deduct your morning trip to the local coffee house (no matter how necessary it might be!). But if you travel to meet a client, perform a job outside the home, purchase business supplies, conduct research, or do any other kind of activity for your job, you can deduct this travel. That includes a standard mileage deduction (or public transit fares), parking, and tolls.
Form to know: Pub 463 Travel
6. Taking a client out to lunch
Taking a client out to lunch is a time-honored tradition, but it also causes its fair share of issues tax-wise. First, you can only deduct 50% of the meal, not the whole thing. And perhaps more importantly, the IRS is going to be on the lookout for excessive or extravagant deductions. You’re going to run into trouble if you think you can fly a client to Barcelona for tapas or try to expense a $300 bottle of Cabernet with lunch.
Here’s what does work. Lucy, a PR professional, brought her new client to lunch to finalize their contract. The meal came to $74 including tips and taxes, so she was able to deduct $37 as a business expense. Lucy kept the receipt and on the back, jotted down the date, the client’s name, as well as a few notes on the business matters discussed.
Form to know: Pub 463 Entertainment
7. Upgrade your office
If you’ve been thinking about a new desk, office chair, bookcase, task lamp, or other office furniture, keep in mind that these are all allowable deductions. Trying to expense a new painting might be a stretch, unless you bring clients to your home office. There are two ways to claim a deduction: all at once in the year when you made the purchase or gradually over the life of the property (known as depreciation deductions).
8. Your health insurance
Self-employed individuals (including sole proprietors) may be able to deduct the cost of health insurance for themselves and their family. However, you can’t deduct your insurance for any time when you’re able to participate in an employer-subsidized plan (i.e. through your spouse or partner).
9. Retirement plan
I know that for many small business owners and freelancers, especially those who are just starting out, the monthly cash flow can be tight and you’re thinking more about the present than the future. However, stashing away money in a tax-deferred retirement plan is one of the best ways to lower your taxes. I encourage every small business owner to at least set up a plan, even if you’re just contributing a bare minimum at first.
10. Business structure
If you’ve ever filed taxes as a sole proprietor, then you understand that you’ve also got to pay self-employment taxes. Forming a corporation or an LLC (and then making what’s called an “S Corp Election”) might help you reduce your self-employment taxes. That’s because with an S Corporation, you can pay yourself a “reasonable salary”; any remaining profits can be taken as a profit distribution (and these aren’t subject to self-employment taxes).
For example, Jackson is a mobile app designer. As a sole proprietor, he made $95,000 last year and had to pay self-employment taxes on the whole amount. This year, he formed an LLC and filed for S Corp election. His business brought in $130,000 in revenue. He paid himself the going rate for an app designer (this was subject to self-employment tax); then, he gave himself a distribution from the remaining profit (and this was not subject to self-employment tax).
Final thoughts
If you have any questions or concerns, it’s always best to consult with a tax professional. They’ll make sure you’ve crossed all your t’s and dotted your i’s. When it comes to taxes and the IRS, you never want to stretch the rules. However, you should make sure you’re taking all the deductions that are legally allowed to you. After all, large corporations have legions of tax advisors helping them get the lowest tax bill possible. There’s no reason you should have to pay more than you’re supposed to.
About the author: Nellie Akalp is the CEO of CorpNet.com, an online incorporation filing service, where she helps entrepreneurs IncorporateForm an LLC or File a DBA for their businesses. Connect with Nellie on Google+
For Nellie’s advice on “Doing Business As” — what it is and why you might need it — pop over here.