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How to Write
Effective Web Copy

By Herman Drost
Writing effective web copy begins with an understanding of what the goals of your web site are. Are you trying to get your visitors to purchase something or have them sign up for your newsletter? Remember you are trying to get someone you can't see and have never met take a step towards building a relationship with you or your company.

1. Create a customer profile – try to find out what are the needs and desires of your visitors. Below are some examples of questïons you could ask:

Are they young, middle aged or senior?
Are they primarily male or female?
Are they financially secure or budget-minded?
What gets him or her excited?
What are his or her most pressing concerns?

Try to brainstorm a list of topics that might interest your target audience.

2. Create a Unique Selling Position (USP) – This is a statement of 2-3 sentences that explains why you are different from everybody else. This is the unique factor that sets you apart from your competition. Make this the first thing your visitor sees when they arrive on your home page.

3. Focus on benefits – most web users want to find the information about the product or service they need as fast as possible. If they land on your site, they want to know how they will benefit from buying your product or subscribing to your ezine. You will need to answer that question as clearly and concisely as possible or you will lose that visitor.

4. Use the inverted pyramid style – provide a summary of your information by clearly communicating the direction of your discussion. Use informative headings and subheadings with a paragraph of 4 to 5 lines that supports them. You only have a few seconds to grab your visitors attention. Most will simply scan for the information they are seeking.

Use bulleted or numbered lists, boldface or colored font to emphasize the points you wish to make. Include links at the end of your paragraph (or within the text) to direct visitors to other pages of your site for more in-depth information.

5. Write in an informal or personal style – write in a unique way that differentiates you from other small businesses in a similar business or niche. It doesn't have to be elaborate or super-creative. You simply provide a style that gets the attention of your visitors.

6. Keep your sentences simple – you are not writing to impress. You are writing to communicate. You want to pre-sell your product or service, therefore write as if you are talking to a 13 year old.

Don't use large words but opt for strong verbs over weak ones. Use the active voice instead of a passive one. i.e. Instead of "a good score was achieved by the team"...say "the team scored a season high". Speak "to" but not "at" your visitor. Keep your sentences short and snappy.

7. Include searchable keywords – use targeted keywords in your web copy that will allow the search engines to find your site. Include these keywords in your meta tags, links and file names also.

8. Eliminate the fluff - don't waffle on in your writing. You will only bore your visitors and they will clïck elsewhere. Try to remove filler sentences that contain phrases like "for those of you" and "all of you".

9. Proof read your web copy – errors in your web copy give the impression of being unprofessional or sloppy. Read the copy aloud to yourself or get someone else to proof read it. Often they will find more errors because they are more objective.

Use the spell checker but don't rely on it. Often it doesn't pick up all incorrectly spelled words. Print a copy of your content. It's easier to find grammatical or spelling errors on a hard copy.

10. Take a break – revise your web copy after taking a break from it for several hours or a few days. This allows you to see it from a different viewpoint. You may find a better way to say something to further improve your copy.

11. Use images sparingly – images should only be used if they relate and support your web content. If not, they will only distract the visitor from reading your web copy. Too many images will slow down the time it takes for your visitor to load your site in their browser.

12. Use effective navigation – your navigation bar should help visitors easily find the main sections of your site.

Writing effective web copy is the key to converting visitors into buyers. Getting 1000s of visitors to your web site doesn't guarantee sales. Reading your web copy should pre-sell your product with the words you use. Once you achieve this, your web site will become very profitable.

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  • China accuses US of using UN to 'meddle' in Tibet -

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  • Police Employees Charged in 911 Medical Fraud Ring -

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After then-President Park Geun-hye demoted Yoon, he joined the special prosecutor?s team whose findings laid the groundwork for her impeachment and removal.?I?m not loyal to anyone,? he famously told lawmakers when asked about one such probe in 2013.Adding to the intrigue is the fact that Yoon?s latest case involves a man whom Moon once predicted would make a ?fantastic duo? with the chief prosecutor: Former Justice Minster Cho Kuk. Last month, Cho was forced to resign after just five weeks on the job amid investigations into whether members of his family inflated college admission applications and improperly benefited from investments in a private equity fund.While Cho has denied wrongdoing and hasn?t been accused of any crimes, his wife and nephew have been indicted on various charges while his brother has been detained for questioning. 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If Cho ?faces additional allegations related to his duty as part of the prosecutor?s probe into his family, Moon and the ruling party will receive a megablow,? he said.The investigations add a new worry for Moon on top of a slowing economy and a North Korean regime that has mocked his efforts to play a mediating role in nuclear talks with the U.S. The opposition Liberty Korea Party has drawn almost even with the ruling Democratic Party in some polls, raising the prospect that it could gain control of the National Assembly in April and stymie Moon?s agenda.Moon?s office declined to comment Monday, referring to remarks he made in Yoon?s presence Friday praising the prosecutor?s progress toward ?political neutrality.? Moon said it was important to establish a fair anti-corruption system that could endure after ?Yoon leaves office and regardless of who replaces him.?When announcing Yoon?s appointment, Moon praised him as ?a man of integrity who?s not swayed by pressure from power.? Still, the Yonhap News Agency quoted a Moon administration official in September as saying that the investigation was on a scale that would only be necessary for ?probing a conspiracy of a rebellion or completely mopping up the mafia.?The Supreme Prosecutors? Office declined a request for comment. When asked about the investigation during a parliamentary hearing last month, Yoon vowed to follow the facts: ?We prosecutors are not swayed by circumstances. We process the case only in accordance with principles and that?s what we?ll continue to do.?Yoon?s reputation for challenging authority goes back at least to his time in law school when he was forced to flee Seoul after participating in a mock trial in which he sought the death penalty against former coup-leader-turned-president Chun Doo-hwan. Back then, Yoon was known for belting out ?Ave Maria? and ?American Pie? in karaoke sessions, according to a person who has known him for more than 40 years.Yoon became a prosecutor at the relatively late age of 33 after failing the now-defunct annual bar exam eight times. His age and penchant for making bold speeches against powerful elites earned him the nickname ?Big Brother? among his fellow prosecutors.In 2006, Yoon displayed characteristic bravado in seeking the arrest of Hyundai Motor Chairman Chung Mong-koo -- one of the country?s most powerful corporate titans, who was later convicted and pardoned. Yoon is someone who wouldn?t let a friend get away with wrongdoing, according to the person who has known him for more than 40 years.The investigations into Cho?s family have dealt a blow to Moon?s plans to overhaul a prosecutorial system that long been seen in South Korea as a tool for the country?s political elite to suppress dissent. While Moon had hoped Yoon would help push through legislation to weaken his own office, the chief prosecutor has publicly disagreed with a key part of the plan: delegating more investigative decisions to the police.Shortly after Yoon took office, the welcome note on the Supreme Prosecutors? website was revised to include a pledge to ?always serve the public by sternly holding those who wield power accountable for their abuses and violence.?In remarks that take on new significance in light of Yoon?s subsequent investigations, Moon urged the incoming chief prosecutor in July not to shy away from inquiries involving his own administration.?I want you to be really strict, even should there be influence-peddling and corruption within my office, government or the ruling party,? he told Yoon. ?Thankfully, unlike the past, there hasn?t been a big, contemptible corruption case within my office, government or the ruling party yet.?(Adds comment from Cho in seventh paragraph.)\--With assistance from Jihye Lee.To contact the reporter on this story: Kanga Kong in Seoul at kkong50@bloomberg.netTo contact the editors responsible for this story: Peter Pae at;Brendan Scott at bscott66@bloomberg.netFor more articles like this, please visit us at bloomberg.com2019 Bloomberg L.P.

  • Douglas MacArthur Is One of America's Most Famous Generals. He's Also the Most Overrated -

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  • Kenya hosts global sexual health summit amid protests from Catholics, pro-life groups -

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  • Airlines are flying tons of unneeded fuel around the world to save as little as $52 by not filling up in countries with higher prices -

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  • Bernie Sanders laughs at idea of Jeff Bezos floating Michael Bloomberg's presidential run -

    Bernie Sanders laughs at idea of Jeff Bezos floating Michael Bloomberg's presidential runBernie Sanders, AOC reacted with laughter at report that Amazon's Jeff Bezos asked Mike Bloomberg if he'd run for president.

  • Briton who helped found Syria's White Helmets dies in Turkey -

    Briton who helped found Syria's White Helmets dies in TurkeyA former British army officer who helped found the White Helmets volunteer organization in Syria was found dead in Istanbul early Monday, Turkish officials and the group said. James Le Mesurier's body was found near his home in the Beyoglu district by worshippers on their way to a mosque, the state-run Anadolu news agency reported. The Istanbul governor's office said "comprehensive administrative and judicial investigations" had been initiated into Le Mesurier's death.

  • The North Korean Threat Is Evolving: Here Come Pyongyang's Nuclear-Armed Submarines -

    The North Korean Threat Is Evolving: Here Come Pyongyang's Nuclear-Armed SubmarinesAmerica is vulnerable.

  • Theater Performers Stabbed During Show in Saudi Arabia -

    Theater Performers Stabbed During Show in Saudi Arabia(Bloomberg) -- Three theater performers were stabbed during a live performance in the Saudi capital, Riyadh, police said early on Tuesday.The assailant, a 33-year-old Yemeni resident, stormed the stage and stabbed a woman and two men, a police spokesman was cited as saying by the state-run Saudi Press Agency. The performers were treated for superficial wounds and are in stable condition. Police apprehended the assailant, the spokesman said. The nationality of the victims is still unknown.Read: Things Not Always What They Seem as Saudi Arabia Loosens UpWhile police didn?t cite the motive for the attack, it comes as the conservative kingdom undergoes a drastic overhaul of its social norms spearheaded by its young crown prince, Mohammed bin Salman. Saudis have been granted freedoms that include the loosening of rules on women?s attire and travel as well as the mixing of genders as part of a plan to wean the economy off oil.To contact the reporter on this story: Abbas Al Lawati in Dubai at aallawati6@bloomberg.netTo contact the editors responsible for this story: Shaji Mathew at, Riad HamadeFor more articles like this, please visit us at bloomberg.com2019 Bloomberg L.P.

  • Imelda Marcos Is Here to Teach Us How Wannabe Autocrats Like Trump Really Think -

    Imelda Marcos Is Here to Teach Us How Wannabe Autocrats Like Trump Really ThinkArtur Widak/NurPhoto via GettyLONDON?At the 80th birthday party of comedian Joey Adams in the ballroom of an upmarket hotel overlooking Central Park in 1991, Donald Trump and Imelda Marcos sat side by side; two vulgar icons of ?80s greed and ambition.Imelda and her husband Ferdinand Marcos had been ousted from power five years earlier by a popular uprising in the Philippines where people had grown sick of their corruption and brutality. Trump was a loud-mouthed but ultimately powerless New York real estate mogul.Fifteen years later, in 2016, Trump was elected President of the United States and Marcos? political clout was restored after a Filipino presidential election in which her son stood to be vice president and Rodrigo Duterte became the hardline president.The Marcos family are believed to have stolen more than $10 billion from the Filipino people during their 21-year reign. Ferdinand died in 1989, but in recent years, the family secretly helped to fund the rise of Duterte, a notorious homophobe and rape apologist who has bragged of executing drug-dealers in thousands of extrajudicial street killings.Trump is one of the few world leaders to have spoken warmly of Duterte and reportedly congratulated him on his approach to the drug trade.The great claim to fame of vaudevillian Joey Adams? may be his invention of the one-liner: ?With friends like these, who needs enemies??With friends like his, that?s no wonder.Imelda Marcos, who is now 90, is currently trying to help her son, Ferdinand ?Bongbong? Marcos Jr., overturn defeat in the 2016 vice-presidential election (after three years, Duterte?s judges are still refusing to reject his appeal). He is likely to run to succeed Duterte when his one-term limit comes to an end in 2022.If Imelda lives to see her son?s election as president, it would be an extraordinary return to power for a woman who was forced into exile as one of the world?s most mocked and disdained leaders, famous for collecting more than a thousand pairs of designer shoes while the angry populace was restrained under martial law.Her second rise has been expertly charted in Kingmaker by documentarian Lauren Greenfield, whose previous work includes the Sundance-feted The Queen of Versailles. Her new film offers a glimpse of the distorted inner monologue of a politician driven by autocratic tendencies.?The Kingmaker?: A Scathing Portrait of the Female Donald TrumpImelda describes herself as a ?mother? to the Philippines and its clear that she genuinely believes her kleptocratic rule blessed the nation. On screen we see her tutting over buildings that have been left to decay in the subsequent decades, while she passes out cash to needy citizens who squabble over the handouts.?I do think she believes her story,? Greenfield told the Daily Beast in London. ?And the people around her don?t disabuse her of that. In a way she?s got her own delusions.?Greenfield spent five years filming the documentary, a period that spanned Imelda?s rise from a period as a lowly congresswoman to the rebirth of her power. ?As we worked over the five years it became clear that they were coming back to power. And that this wasn?t a story about the past; it was a story about the present,? she said.That transformation was made possible by a change in the perception of the Marcos family, who were chased out of the country in disgrace 30 years ago. An aggressive use of social media as well as campaigning to have schools change the way the history of their reign was taught have helped to reinvent their reputation.?Perceptions are real, the truth is not,? says Imelda in the film.?She?s aware of the power of the media,? explained Greenfield. ?She says ?The gun can kill you only till the grave, and the media can kill you to infinity and beyond.? And they've been very adept at using social media to communicate their talking points about martial law and the Marcos era. That was a really big part of how they seeded a lot of the ideas. Bongbong really went after the younger generation which didn't really remember martial law.?Thus the Marcos family have succeeded in ingratiating themselves back into polite society and into the hearts of millions of voters.As the film begins, we are swept into Imelda?s attractive and rarefied world. ?At first I found her kind and generous, and captivating and funny, and able to laugh at herself in a way that was kind of endearing. And then as I learned of the terrible and tragic consequences of the regime that she was complicit in, my view of her and also her version of history really changed,? Greenfield said.Kingmaker shows us both sides. The film?s brilliance lies in allowing us to see the autocrat?s delusion in still believing they speak for the common man. It?s a familiar theme.?Imelda talks about her friends who other people thought were monsters, but she thought were kind and generous like Saddam Hussein and Chairman Mao. It makes you think of Trump's bedfellows and who he's attracted to, like Putin and even Duterte,? said Greenfield.Imelda says Mao kissed her hand and congratulated her personally for ending the Cold War. She also claims to have given him the idea for the Cultural Revolution.By joining forces with Duterte, the Marcos family is emphasizing the continuity with a new generation of strongmen. ?Duterte was really the expression of the terror of dictatorship coming back, they were leaning in to what happened and trying to get back there again,? said Greenfield.?It's a cautionary tale for us about what happens when you don't remember history; about the fragility of democracy and the return to authoritarian regimes,? the director said. ?I didn't start the movie as just being about the Philippines and I am pleased that people are seeing it as a reflection also of what's going on in the U.S. and the rise of nationalism in Europe.?Read more at The Daily Beast.Get our top stories in your inbox every day. Sign up now!Daily Beast Membership: Beast Inside goes deeper on the stories that matter to you. Learn more.

  • The Latest: Israeli military orders residents stay indoors -

    The Latest: Israeli military orders residents stay indoorsIsrael's military has ordered residents across much of the country to stay indoors and avoid large gatherings for the rest of the day. The instructions issued on Tuesday indicate that the military expects heavy rocket fire out of Gaza to continue for some time. It limited public gatherings to no more than 100 people in closed spaces.

  • These are the New Cars That Depreciate Least -

    These are the New Cars That Depreciate Least

  • Shock in Russia as Napoleon expert confesses to chopping up lover -

    Shock in Russia as Napoleon expert confesses to chopping up loverA prominent Saint Petersburg-based Napoleon expert has confessed to murdering his young lover and former student and dismembering her body in a grisly crime that sent shock waves across Russia. Oleg Sokolov, a 63-year-old history lecturer who received France's Legion d'Honneur from Jacques Chirac in 2003, was arrested Saturday on suspicion of murder after he was hauled out of the icy Moika River with a backpack containing a woman's arms. Sokolov was reportedly drunk and fell into the Moika, a tributary of the Neva, in central Saint Petersburg as he tried to dispose of body parts near the offices of investigators.

  • Chinese land deal in Solomon's Guadalcanal disrupts access to WWII site -

    Chinese land deal in Solomon's Guadalcanal disrupts access to WWII siteTour operators and the Japanese ambassador to the Solomons say it appears to be a case of a lack of understanding of the significance of the Alligator Creek site by the new owner. The issue has stirred up debate in the Solomons concerning its new relationship with China, which was formalized in September following the Pacific island nation's decision to sever its diplomatic ties with Taiwan in favor of Beijing.

  • Most priests accused of sexually abusing children were never sent to prison. Here's why -

    Most priests accused of sexually abusing children were never sent to prison. Here's whyWhy aren't more credibly accused Catholic priests in prison? Blame it on laws that don't allow enough time for abuse survivors to come forward

  • Alexandria Ocasio-Cortez hasn't stopped blocking critics on Twitter despite settling a lawsuit charging she violated the First Amendment -

    Alexandria Ocasio-Cortez hasn't stopped blocking critics on Twitter despite settling a lawsuit charging she violated the First AmendmentOcasio-Cortez recently apologized for blocking a critic on Twitter and settled a lawsuit he filed alleging she violated the First Amendment.

  • Russia's F-35 Killer: Report Claims S-500 Air Defense System Was 'Tested' in Syria -

    Russia's F-35 Killer: Report Claims S-500 Air Defense System Was 'Tested' in SyriaA defense industry source told Russian news outlet Izvestia last month that the S-500 recently underwent field testing in Syria, where the Russian Aerospace Forces continue to maintain a significant presence. Moscow denied it--but won't dey what they think this air defense platform could do in battle.

  • Johnson Chairs Emergency Meeting on Northern Floods: U.K. Votes -

    Johnson Chairs Emergency Meeting on Northern Floods: U.K. Votes(Bloomberg) -- Boris Johnson chairs a meeting of the Cobra emergency committee after opposition parties accused him of downplaying the severity of flooding in northern England -- a key battleground in the election campaign.The prime minister will also seek to capitalize on the Brexit Party?s decision to stand aside in Conservative-held seats. Meanwhile Nigel Farage is under pressure to go further by withdrawing in districts that Johnson?s Tories want to take from the main opposition Labour Party.Key Developments:Labour leader Jeremy Corbyn speaks in Blackpool, northwest England, at 11 a.m. on skills and trainingLiberal Democrat leader Jo Swinson will pledge 5 billion pounds ($6.4 billion) of spending on flood defenses on a visit to inundated areasFarage?s Brexit Party will hold a rally at 11 a.m. in central LondonFormer U.S. presidential candidate Hillary Clinton urges U.K. to publish report on Russian meddlingU.K. unemployment data will be released at 9:30 a.m.Clinton: U.K. Must Publish Russia Meddling Report (8:20 a.m.)Former U.S. presidential candidate Hillary Clinton said Johnson should release a report by Parliament?s Intelligence and Security Committee into Russia?s alleged involvement in U.K. democracy.?I?m dumbfounded that this government won?t release the report about Russian influence,? Clinton told BBC radio. ?Because every person who votes in this country deserves to see that report before your election happens.?The report assesses the threat posed to Britain?s democratic processes and stems from an 18-month inquiry into illicit Russian activities. But the government refused to publish it before the general election campaign, and Treasury minister Rishi Sunak on Tuesday repeated the government?s position that officials hadn?t had enough time to vet the report.?There?s a lot of evidence Russia played in the Brexit? referendum, Clinton said, without giving details.Farage: Trump Involvement Is ?Conspiracy Theory? (8 a.m.)Brexit Party leader Nigel Farage dismissed a suggestion put forward by critics that Donald Trump had influenced his decision to withdraw candidates in Conservative-held areas, calling it a ?wild conspiracy theory.? He told the BBC he hasn?t spoken to the U.S. president in weeks.Farage?s decision not to contest 317 seats has left open the possibility his party may still split the vote in areas Johnson?s Conservatives need to gain from Labour to secure a parliamentary majority.?What is clear is that the Conservative Party care more about themselves than they do about Brexit or the country,? Farage said when asked about the pressure he was facing to withdraw in more areas. He also repeated his claim -- denied by the Tories -- that ?people close? to Johnson?s office had offered him a seat in Parliament?s upper House of Lords.Earlier:Farage Won?t Fight Tories in Election Boost for U.K.?s JohnsonFarage Retreat Aids Johnson?s Election Push: U.K. Campaign TrailU.K. Recent Election Polls Summary: Conservative 39%, Labour 28%To contact the reporter on this story: Kitty Donaldson in London at kdonaldson1@bloomberg.netTo contact the editors responsible for this story: Tim Ross at, Stuart Biggs, Caroline AlexanderFor more articles like this, please visit us at bloomberg.com2019 Bloomberg L.P.

  • Cops Bust Unicorn Protesting White Supremacy at Indiana Farmer?s Market -

    Cops Bust Unicorn Protesting White Supremacy at Indiana Farmer?s MarketCourtesy of The Purple Shirt BrigadeThe arrest of an inflatable purple unicorn on Saturday wasn?t even close to the strangest event to unfold at Bloomington, Indiana?s Community Farmers? Market this year.The market was once the peaceful home of fresh vegetables and goat cheese. But after the owners of a market stall were outed as supporters of a white supremacist group, it has become the center of a fierce debate on bigotry and free speech. The controversy has led to new rules about where people can hold signs and distribute flyers in the market?and on Saturday, five anti-racist protesters were arrested for allegedly breaking those rules.The unicorn was the first to go. Dressed in an inflatable purple pony suit with a golden horn, protester Forrest Gilmore was removed from the market by two police officers, each gripping one of his purple hooves.Gilmore is part of the Purple Shirt Brigade, an activist coalition that formed this year in response to allegations of white supremacists working at the Bloomington Community Farmers? Market. Those allegations began after the arrest of Indiana resident Nolan Brewer for spray-painting Nazi flags on the side of a synagogue and setting off a fire outside. Brewer told authorities he was a dues-paying member of the hate group Identity Evropa, and described getting dinner with another member: Sarah Dye and her husband Douglas Mackey. Brewer also told investigators the screenname Dye used in an Identity Evropa chat room. Local activists then matched that name to Dye and a series of racist messages she posted as ?Volkmom.? (Dye denies being a white supremacist, but describes herself as an ?identitarian,? a term with little to no meaningful distinction from white supremacy, and which has become popular among white supremacists hoping for more mainstream acceptance.)Farmers? Markets Have New Unwelcome Guests: FascistsActivists also connected Dye to Schooner Creek Farm, the farm she runs with her husband. The two have a stall in the Bloomington Community Farmers? Market, where some local activists began distributing ?Don?t Buy Veggies From Nazis? buttons this summer. The group ?No Space for Hate? announced plans to protest at the market, prompting counter-protests from right-wing groups like a local ?Three Percenter? militia and new rules about where and how people can express themselves in the market. One anti-Schooner Creek protester was arrested for holding a sign in front of the stall.Bloomington officials ruled this summer that Schooner Creek Farm was not breaking any rules, and that Dye and her husband had a First Amendment right to their beliefs. The protests, however, became the subject of new rules. ?New signage will clearly indicate areas designated for flyering and expression and publicize market rules,? the city announced in August.On Saturday, the Purple Shirt Brigade tested those rules.?The idea was to find a way to protest directly in the market,? a spokesperson for the group told The Daily Beast. ?Most of us had been protesting with No Space for Hate previously (and still are). The market had created rules earlier in the summer to ban the use of signs in the marketplace.?The group pointed to pictures of a number of recent guests with far-right ties at the Schooner Creek farm stand, including Patrick Casey, the leader of Identity Evropa (which rebranded this year as the American Identity Movement). Casey and other group members attended Unite the Right, the deadly 2017 white supremacist rally in Charlottesville, Virginia.?Whiter Every Election Cycle?: How Identity Evropa, a Far-Right Hate Group, Joined the GOPOnline, the farm stand has also received support from the right. When Dye shared pictures of protesters this summer (?violent Indiana ANTIFA terrorists at our farmers market booth today?), a commenter asked, ?why didn?t anyone just shoot them??Previously, the Purple Shirt Brigade skirted the anti-signage laws by printing their messages on T-shirts. (?Justice is what love looks like in public,? the shirts read, ?Boycott Schooner Creek Farm.?) But they?ve pushed the rules in a bid to see exactly what?s allowed.?We have wanted to challenge the signage rule because we believe it's a violation of our First Amendment rights,? the spokesperson said. ?One week we brought purple fans to the market (they looked like signs), and the market staff let us get away with that. However, this week we created signs with statements made by SCF supporters about us (from Facebook comments).?Protesters carrying the signs dressed up as unicorns, vikings, and Wonder Woman. Five were arrested on counts of disorderly conduct and trespassing, and issued 24-hour bans from the market area, the Bloomingtonian reported.In a video captured by the Bloomingtonian, the purple-clad protesters sang ?no neo-Nazis in the market? while two unicorns argued with a police officer over exactly how they could protest.?So we can?t sing?? one unicorn asked over the sound of a guitar.?Not in here,? the officer responded. He turned to the other unicorn. ?Forrest, I need you to leave as well.?Police were filmed writing the unicorn a citation shortly thereafter.Read more at The Daily Beast.Get our top stories in your inbox every day. Sign up now!Daily Beast Membership: Beast Inside goes deeper on the stories that matter to you. Learn more.

  • GOP Rep. Peter King retiring, giving Dems new 2020 target -

    GOP Rep. Peter King retiring, giving Dems new 2020 targetRep. Peter King, a moderate Republican who has represented a Long Island congressional district for nearly 30 years, announced Monday he won't seek reelection, enhancing Democrats' chances to grab yet another suburban House seat as they defend their majority in 2020. The decision comes days after voters flocked to Democratic candidates in state elections in Kentucky and Virginia, underscoring Republican vulnerability in a suburban revolt against President Donald Trump.

  • Small plane crashes in Texas during 'gender reveal' stunt -

    Small plane crashes in Texas during 'gender reveal' stuntPassenger injured as pilot slowed plane at low altitude to ?dump 350 gallons of pink water? in stunt gone badly wrongGender reveal parties let expecting parents reveal whether they are going to have a boy or a girl. Stunts gone wrong have become a staple of online reporting. Photograph: Beautyinoddplaces/Getty Images/iStockphotoIn another instance of a ?gender reveal? stunt gone badly wrong, a small plane crashed in Texas after ?dump[ing] about 350 gallons of pink water? to indicate that a friend of the pilot was going to have a daughter.According to a National Transportation Safety Board report into the crash, which happened near the town of Turkey on 7 September, ?the pilot reported, that while maneuvering at a low altitude in an aerial applicator airplane, he dumped about 350 gallons of pink water for a gender reveal.?The airplane ?got too slow?, aerodynamically stalled, impacted terrain and came to rest inverted.?The pilot reported no mechanical failures or malfunctions before the plane crashed.The NTSB report added: ?The Federal Aviation Administration inspector ? [said] there were two persons on board the single-seat airplane.?The pilot was not injured. The passenger suffered minor injuries.Gender reveal parties let expecting parents reveal whether they are going to have a boy or a girl. Stunts gone wrong have become a staple of online reporting.In Iowa in October, a 56-year-old grandmother was killed when a device meant to shoot out coloured powder exploded instead.In Arizona in 2017, a man fired a rifle at a target that exploded, releasing blue powder. It also started a wildfire that burned 73 sq miles of mostly Forest Service land. The man was ordered to pay nearly $8m in restitution.Earlier this year, Jenna Karvunidis, a mother of three who in 2008 was one of the first people to hold a gender reveal, told the Guardian she ?had released something bad into the world?.Aside from accidents, Karvunidis said she regretted the focus of such events on traditional notions of gender.?I started to realize that nonbinary people and trans people were feeling affected by this,? she said, ?and I started to feel bad.?

  • Scott Walker objects to 'holiday tree' and Twitter critics let him have it -

    Scott Walker objects to 'holiday tree' and Twitter critics let him have itDemocratic Wisconsin Gov. Tony Evers unveiled a holiday tree in the state Capitol last week, and his predecessor did not respond well. Scott Walker and other Republicans in the state used the ?holiday tree? to revive the old "War on Christmas" talking points common in right-wing circles.

  • Vietnam deer rediscovered after nearly 30 years -

    Vietnam deer rediscovered after nearly 30 yearsA very rare species of small, deer-like animal thought to be on the verge of extinction has been spotted in the northwestern jungle of Vietnam for the first time in nearly 30 years. Known as the Silver-backed Chevrotain or Mouse deer, a specimen was last recorded in 1990, according to a study published Monday in the journal Nature Ecology and Evolution. The species, Tragulus versicolor, was first described in 1910 based on several animals found near Nha Trang, about 450 kilometres (280 miles) northeast of Ho Chi Minh City.

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