Is Public Shaming a Viable and Appropriate Punishment for Criminal Behavior

Turn Your Blogs Passive Readers Into Brand Advocates

Turn Your Blogs Passive Readers Into Brand Advocates I started blogging in 1999 before the word blog existed. Back then it was more like an online journal. I was a pimply high school student at the time and would write a few paragraphs about random geeky topics every day. But I gave up after a few months when nobody seemed to care. A few weeks later, some friends asked me why I hadnt posted in a while. My chin fell to the floor. It wasnt that they didnt care. They just were passive readers. They enjoyed what I wrote, but they just didnt do anything to show it. How To Easily Turn Passive Readers Into Genuine Brand Advocates via @ckeckYou might remember the 80/20 rule (80% of revenue comes from 20% of customers, etc.), so you might think that 80% of word-of-mouth for your blog comes from 20% of your readers. But that is not true when you are starting out. If you have 20% of your readers as active promoters- brand advocates, if you will- you are doing an amazing job. When you start blogging, you will likely only have 2 brand advocates... your mom and best friend.  Plus a few close customers, if you’re lucky. This can be incredibly frustrating because you spend countless hours writing endless blog posts. You know that content marketing is supposed to: Drive sales Generate leads Encourage conversions But instead, it feels like all it does is waste your time. If you're not getting the results you want from your blog readers, it might not be apathy that you are fighting. You might just need to engage with your audience in a slightly different way. There are some activities that popular bloggers all seem to do that are generally written off by beginner bloggers because they don't understand why they do them. I call these activities "The 5 Laws For Turning Passive Readers Into Brand Advocates", and here's how you can  make these work for your blog: Law #1: Use Surveys To Find Your Readers' Deepest Desires There are 5 major reasons people will share your content on social networks: entertainment, defining themselves, relationships, self-fulfillment,  and  supporting a cause. So how do you write content that helps people achieve their goals and define themselves to others? Many bloggers write from their gut instincts, this is a big rookie mistake. It is much more effective to just ask your readers about their own desires, hopes, and dreams. The biggest bloggers like Tim Ferriss do this on a regular basis. If you have a small mailing list and are just getting started, you might not get a lot of feedback if you ask people directly to tell you their hopes and dreams. In fact, asking people up front like that is generally ineffective (unless you have a big following) because people don’t often reply honestly with personal details like that to mass emails. But there’s a trick you can use to get high quality, actionable feedback even from a small mailing list: use the Net Promoter System. It’s a highly effective way to get 8–10 times more actionable data than traditional surveying methods. Asking about hopes and dreams can be effective in engaging your audience. You simply ask: How likely is it that you would recommend my brand/product/service to a friend or colleague? (Answers are based on a 0–10 scale). That's it. Because it is so quick, easy and painless to respond to such a simple survey, you will find much higher response rates. After they give you their number, you ask an open-ended question: What's the most important reason for your score? Although you will get interesting answers here, the single biggest trick for turning passive readers into active promoters and brand advocates is in responding personally to every survey whether they give you positive or negative feedback. If they give you a 9 or a 10 (very likely to promote), it’s the best case scenario. All you need to do is follow-up with a personalized email with a suggestion for how they could promote you to their friends (leave a review, tweet a message, etc.). Often people are willing to promote, but just need a nudge in the right direction for how to promote you. If they give you a 1 or a 2 (very unlikely to promote), don’t fret. This is a great opportunity to learn more. Follow-up with a personal email thanking them for their time and asking what their biggest problem is so you can write more about it in the future. That way you get ideas for new things you can write about that you had not considered yet. Action Items: Start a mailing list for your blog at MailChimp or something similar. Send an NPS survey with a system like Promoter.io or something similar. Follow-up with all survey responders using the NPS Follow-Up Cheat Sheet templates. Law #2: Create Conflict And Drama A fair amount  of  blog posts are dry and boring. The most common advice to spice things up is by adding facts and data, but sometimes that will just make a post more boring. The trick to draw people in is to create conflict and add drama by telling stories. For example, popular blogger Neil Patel tells the story of how he learned new marketing ideas from scantily clad women: 10 Marketing Techniques That I Learned From Instagram Models. People share controversial, provocative, and dramatic opinions like wildfire. Give them  something to talk about. Controversial opinions are shared like wildfire. Give people something to talk about.You don’t need to be as provocative as Neil to achieve a similar result. One simple and reliable formula you can use to draw in your own readers is to open every blog post with a personal story about a problem you faced and how you overcame it or what it taught you. For an example, take a look at the beginning of this post. Action Items: Make a list of at least 20 hopes, dreams, fears, and frustrations of your readers collected from the action item in Law #1. Think of 20 personal anecdotes or stories where you or a friend had similar dreams or frustrations for each one, and how you achieved the goal or overcame the frustration. Review previous blog posts to see if you can optimize them  with stories. Law #3: Train Your Readers To Be More Active Did you know subliminal messages are a myth? There is no scientific evidence that they work. That’s why the pre-show movie overtly shows you pictures of popcorn and coke. Because explicit messaging does work. So if you want people to share your content, you must ask them to. If you want people to join your mailing list, you must ask them explicitly. Ask: It's how to turn passive readers into subscribers.One of the most effective ways to engage your audience is by giving them an incentive to promote you. Virtual or physical giveaways  are always a great way to make this happen. A pro tip is that it’s usually better to give away 10 items one at a time than one giveaway with 10 items. For example, you will usually get the same number of people to enter the contest every time (and thus promote the contest). 10 times the prizes will not get you 10 times as many contestants. Action Items: Make a list of 20 things you could give away: paper books, e-books, audiobooks, interviews, checklists, cheat sheets. Make sure they are hyper-relevant to your audience’s hopes and desires. Use LeadPages or similar software to have the giveaways lead directly to new email list subscribers. Get the KingSumo Giveaways WordPress plugin to run your own contests quickly and easily. Tweets and Facebook messages give people better chances to win. Personality quizzes are a great way to activate your passive readers. WordPress plugins like WordPress Viral Quiz make them easily to build. Add them to your blog and watch them convert like crazy. Law #4: Create More Personal Relationships You are more likely to actively engage with friends than acquaintances, so how do you make your audience feel like they are your friend? One way to create personal relationships is by telling personal stories (from Law #2), but there are more techniques for creating intimacy with your reader. For example, if I am talking to you as friends would, I would never say: â€Å"People should share the content if they like it† if what I really meant to say was â€Å"You should share my post if you like it.† It goes against what you learned in high school, but when blogging, use personal pronouns (like â€Å"I† and â€Å"You†) instead of impersonal pronouns (like â€Å"people should do this and that†). Get personal with your #blog to build relationships with your readers.Another great method is to combine this with Laws #1 and #2. Engage with people through your surveys to find out their personal stories (like â€Å"please tell me your story†, not â€Å"send me stories†), and then ask permission to share their stories on your blog. Most people will gladly say yes, and then you can share your own point of view through your customers' stories (and even in their own words). Personal pronouns combined with great storytelling bonds people together and creates relationships. This should be a top goal for your blog if you want to create active subscribers and brand advocates. Action Items: Review your 3 most popular blog posts for impersonal pronouns (he, she, they, people, them, one) and see if you can replace them with more personal ones (I, you). This will give you a sense for how vigilant you will need to be in the future. Call or email your 5 best customers, and tell them you just wanted to make sure they were happy. Then ask them to tell you about the last big challenge they had and how they overcame it. LISTEN. Don’t interrupt. Write notes. Carefully read some of the popular blogs in your space and see what they do to draw people in. Do they use personal pronouns? Use QuickSprout to research their most popular posts and figure out how  you can replicate that success. Recommended Reading: 25 Growth Hacks Your Content Marketing Desperatly Need Law #5: Tell Your Audience What To Do The end of your posts will make or break how active your readers are. If you end with something typical like: â€Å"In conclusion, do X to get Y,† then your reader will happily close their tab and move on. But if you end with a call to action, then if they liked the post, they will know exactly what to do next. A simple and effective way to do this is with a postscript. Postscripts tend to catch people’s eye and are very hard to ignore. If you want people to share a post, you could write a post-script as simple as this one: P.S. If you know someone who makes this mistake, I'd love it if you shared  this post with them. Thank you! It’s a non-invasive way to increase the virality of your posts. You can even auto-include it on all your WordPress posts if you use a plugin like Bottom of Every Post. If you use the SumoMe WordPress plugin, you can keep track for free of what percent of readers get to the end of your posts. On average, we find that half of our readers will read the whole post. By the time they get there, they will be ready to take an action. You just need to point them in the right direction. Action Items: Think of 1 thing that has inspired you recently that wasn’t related to work, but tied into work (like Neil Patel’s 10 Marketing Techniques That I Learned From Instagram Models) and make it into a new blog post full of story and personal pronouns. End it with a P.S. that asks readers to share the post and see what happens. Combine postscripts with the giveaways created in Law #3 to make irresistible actions for your readers to take. Think of ways to make more content out of your most popular posts. For example, you could create slides and post them to SlideShare or record yourself dictating the post and make a podcast out of it. Then the action your readers can take is directly related to the content they just read. Turning passive readers into active promoters and brand advocates  isn’t hard, sometimes it just takes a few tweaks to make a big difference. Try some of these techniques and see what works for you. If you discover other techniques, please come back to this post and leave a comment to help others just like you.

Taxation Law Practice Essay Example | Topics and Well Written Essays - 2250 words

Taxation Law Practice - Essay Example In Australia, income taxes are increasingly imposed with higher income earners paying a higher percentage than lower income earners (ATO, 2007) Where income is earned in the form of capital gains on prescribed assets, only half of the gain is measurable for Capital Gains Tax (CGT) purposes if it was held for at least 12 months. If the assets were held for less than 12 months, then it is fully measurable for CGT purposes. A person's principal place of residence however is exempt from CGT. Where income is earned in the form of capital gains on prescribed assets, only half of the gain is assessable for Capital Gains Tax (CGT) purposes if it was held for at least 12 months. If the assets were held for less than 12 months, then it is fully assessable for CGT purposes. A person's principal place of residence however is exempt from CGT. Medicare (National Health Insurance) is charged at a flat 1.5% rate. If you earn more than 50,000 and do not have private health insurance you are liable for an extra 1% of your taxable income. This extra charge is known as the Medicare Levy Surcharge. Companies and corporations pay tax on profits. Not just like personal income taxes which use a progressive range, corporate taxes in Australia are calculated at a flat 30% rate. Tax is paid on corporate income at the corporate range before it is distributed to individual shareholders as dividends. A tax credit called a franking credit is provided to individuals who receive dividends to reflect the tax already paid at the corporate level a process known as dividend imputation (ATO, 2007). GOODS AND SERVICES TAXES The Federal Government levies a multi-stage tax of 10% on the supply of most and services by entities registered for Goods and Services Tax (GST). There are lots of supplies which are GST-free just like many basic foodstuffs, medical and educational services, exports; input-taxed like residential accommodation, financial services; exempt similar to Government charges; or outside the scope of GST. The profit from this tax is disseminated to the States. State governments do not charge any sales taxes though they do impose stamp duties on a series of transactions (ATO, 2007). PROPERTY TAXES Local governments are typically funded largely by property taxes on residential, industrial and commercial properties. Aside from that, some state governments charge tax on land values for investors and primary residences of high value. The state governments also charge taxes on the transfer of property title and the registration of commercial leases. Fire Service Charges are also frequently applied to domestic house insurance and business insurance contracts. These charges are required under State Government law to assist in funding the fire services in each State (ATO, 2007). EXCISE TAXES Both the federal and state governments require excise

Identufy the six techniques for writing a successful narrative, and Essay

Identufy the six techniques for writing a successful narrative, and describe how this can be applied to one or more of the reading in Part 3 of your textbook - Essay Example They can even be therapeutic – giving us an outlet to express ourselves and deal with emotions that might otherwise be threatening or unpleasant (Parker and Wampler, 2006). The common bond of all stories is the narrative aspect – how the story is written, or told. According to Arlov (2005), there are six aspects of an effectively written story. These are: using chronological order; having a conflict that must be resolved; showing the action, instead of just telling what happened; making a clearly defined point – the theme of the story; placing a greater emphasis on the most important details; and using examples from everyday life (Arlov, 2005). In this paper, the art of storytelling – the successful incorporation of each of these aspects - is examined in the work of Obafemi Carr. Carr’s story, â€Å"The Game of My Life,† is (on the surface) about his participation, as a 29-year-old man, in a YMCA basketball game. A deeper analysis, however, reveals that it is about his relationship with his father and, perhaps to a greater extent, about his ability to overcome his own youthful insecurities. The beginning action starts at the present moment – in the basketball, but then the story flashes back to the â€Å"beginning† - the narrator (Carr)’s childhood. From there, Carr progresses in chronological order to his teenage and college years, and then he takes the reader back to the present with him – back to the ball game. This flashback-flash forward device works because it only displaces the reader chronologically for the first three paragraphs in order to better set up the story’s tension. Carr’s story has one main conflict that needs to be resolved. From the story’s text, the reader gathers that Carr grew up feeling distanced from his father because of his lack of sports involvement. As Carr puts it, â€Å"My father hadnt taught me the game, probably because he had grown up in

Extended Marketing Mix Essay Example for Free

Extended Marketing Mix Essay Launched on 3rd of October 2009 by the McLaren’s Group which has been a name with great passion towards improvement of motor sports in Sri Lanka, Speed  Drome (Pvt) Ltd. is every Pro/Go-karters heaven on earth. Located amidst green pasture in close proximity to the parliament complex and Buddhadasa play ground in Battaramulla, Speedrome is a fully equipped and professionally fitted race track which includes 19 go-karts, computerized timing and scoring systems, professionally trained staff, designated spectator areas and air-conditioned VIP gallery, all for the sake of providing their customers with the best experience that they can offer. Go-karting may be Speed Dromes main product but they haven’t stopped there as far as the entertainment aspect is concerned, with a sports bar and a luxurious lounge. These two additional services are provided for customers to host parties or any corporate events. Speed Drome also has taken an initiative in providing a swimming pool to cater to discerning corporate executives and high profile lifestyles. As for the little kids, Speed Drome has taken the liberty of creating a kiddies race track as well. To put it simply, Speed Drome aims to be not only an attraction for Pro/Go-kart lovers everywhere but also to provide the entire family with leisure activities and entertainment. Speed Drome has gained much popularity ever since its launch, with an exhibition kart race in which the participation of Yoshitha Rajapaksa, Aravinda De Silva the former cricketer who is a keen fan of motor cars along with the lady racer S.A. Lakshika and Jackson Anthony were noted. Karting championships such as Speed Drome All Island Karting Championship Rounds 1-3 show off exactly what Speed Drome is all about as many professional formula one drivers take part in these competitions exhibiting the real skill involved in Go/Pro-karting, while attracting even more potential customers and leading to other karting championships. Finally the major plus point for Speed Drome is the fact that it is the one and only Go/Pro-Karting facility in Sri Lanka as yet and with its added assets Speed Dromes future seems very fruitful with all the necessary standards being maintained. The Extended Marketing mix 1. Product In a service organization, the product is referred to the service being delivered to the consumer which is intangible, inseparable, variable and perishable. The speed Drome (Pvt) Ltd. (Appendix 1) offers a variety of  services which can be explained in terms of entertainment, leisure and experience. Their main focus is on providing their customers with the experience of real Pro-Kart racing (Appendix 2) and in addition to that other entertainment and leisure services are also provided such as the Kiddies track, (Appendix 3) the sports bar (Appendix 4) and the swimming pool (Appendix 5) along with the Luxurious Lounge (Appendix 6). The nature of the service in terms of: Intangibility: True services are intangible. Therefore when you leave Speed Drome there is only one memory or the experience that remains, which is riding a pro-kart at the only available place in Sri Lanka. Some elements are tangible such as the karts used, the swim pool etc., but the core benefit of the purchase is not, and that is the sheer experience of riding a pro-kart and feeling its speed. Inseparability: The service provided by Speed Drome is inseparable as the physical presence of a customer is essential in this service. However, with the help of its physical resources the overall service takes place when only the consumer that is the person interested in riding a pro-kart meets the service provider. Perishability: Karting or any other service provided by the company must be consumed when offered. It cannot be produced now for consumption at a later stage / time nor can they be held or stocked because the value of this service exists at the point when it is required. Variability: This service is highly variable because Speed Drome is the only service provider for kart racing in Sri Lanka currently. It has its very own standardized quality which cannot be competed with another form of entertainment service, as it provides a unique and an incomparable experience. The above mentioned characteristics define the services they provide which attract youngsters and veteran drivers alike. 2. Price Pricing is one of the most important marketing mix decisions and it is the only marketing mix variable that generates revenues. Speed Drome (Pvt) Ltd. is a profit and cost oriented organization. Their main objectives are to: * Maximize their profits, * Achieve a target return on investment, * Recover investment costs over a particular time period And to, * Generate volume so as to drive down costs. Speed Drome doesn’t pursue the status quo or sales oriented objectives as it is the only organization specializes in this certain industry in Sri Lanka. Due to the same reason Speed Drome follows the price skimming strategy. Their prices for all the services are relatively high (even though they don’t have competitors in the same industry) compared to the other entertainment forms in the market. This is due to the service quality, image and to prevent competitors enter the market easily. The following are the current prices attached to the services being provided by Speed Drome: * Pro-Karting/ Go-Karting (10 minutes) Rs. 750 * Happy Hours Karting (every Tuesday 3pm-8pm) Rs. 500 * Swimming pool charges (unlimited) per person Rs. 450 * Membership Benefits: * Membership free Rs.15000 * Rs. 750 tickets for Rs.500 * Kart trainer amount Rs.1500 for Rs.1000 * Members can use pool free, additional guest with members charged only Rs. 250 each * 10% discount for corporate package with fully use of pool and entertainment area. Additionally the race fees, special event fees and training programme fees are charged. 3. Place The place part of the marketing mix is where the customer receives the service or where the service is located. Speed Drome is Located in close proximity to the Parliament Complex and Bhuddhadasa Play Ground, in Battaramulla. It has situated itself around major cities such as Colombo, Rajagiriya, Nugegoda and Pitakotte which are all highly residential areas have all been thought out very carefully by Speed Drome management prior to construction. This is to boost their target market which is basically the upper class of community because although the cost for riding a Go-Kart (which is something very rare to do in Sri Lanka) seems reasonable as far as the cost for maintaining the Karts and equipment needed go, Unfortunately  though for the majority of Sri Lankan’s the price to pay for such an experience is highly unreasonable. The area in which the Arena (or facility) has been built on is extremely large and compliments the Track very well and to add to this the lush scenery surrounding the Speed Drome gives this track a unique feel to it. Speed Dome’s location has one more major benefit which is that it’s just a drive away not only from the cities surrounding it but also from other major cities in the district like Colombo and Dehiwala etc. Over all the decision to build Speed Drome where it is an extremely well thought and strategic move which has shown and is yet to keep bringing in results. 4. Promotion Promotions have become a critical factor in the service marketing mix. Services are easy to be duplicated and hence it is generally the brand which sets a service apart from its counterpart. As mentioned under the topic ‘Place’ Speed Drome’s marketing mix carters to a selected segment, which is known as Niche marketing. Its service is all about providing entertainment for those who desire the ‘need for speed’. What better way to communicate about this sheer experience which can be gained at only one place in Sri Lanka other than promoting the service? The obvious competitive advantages Speed Drome possesses are: * Service Differentiation The only facility that provides karting experience in Sri Lanka. * Image Differentiation Karts which are only available at Speed Drome in Sri Lanka and the unique logo itself distinguish the service provided. How Speed Drome gets through to the customer The main objective of Speed Drome is to make the potential customers well aware about their new service. Hence the following methods are mainly used to promote their service- * Weekly offered special karting hours * ‘Happy Hours’ Every Tuesday from 3pm-8pm (Rs.750 tickets at Rs.500) (Appendix 7) * Karting competitions * Thank God its Race Day Competition (Appendix 8) * All Island Karting Championship (Appendix 9,10) * Exhibition kart races of celebrities (Appendix 11) * Publications * News Paper advertisements Ex: Daily Mirror, Sunday Times, Sunday Observer * Magazines Ex: Things to do in Colombo, Esteem, Hi etc. * Online Advertising * Social network groups Ex: The official Facebook Group with latest updates. Twitter etc.

An Analysis of Ode to the West Wind Essay -- Ode to the West Wind Essa

An Analysis of Ode to the West Wind Shelley's "Ode to the West Wind" appears more complex at first than it really is because the poem is structured much like a long, complex sentence in which the main clause does not appear until the last of five fourteen line sections. The poem's main idea is held in suspension for 56 lines before the reader sees exactly what Shelley is saying to the west wind, and why he's saying it. In the first four sections Shelley addresses the west wind in three different ways, each one evoking the wind's power and beauty. And each section ends with Shelley asking the West Wind to "hear, oh hear!" The reader's curiosity is therefore both aroused and suspended, because we know the west wind is supposed to "hear" something, but we aren't told what the wind is suposed to hear or is supposed to do. The first stanza develops the idea of the west wind's effect on the autumn leaves. The associations we automatically make with autumn&emdash;the end of the year, the death of the year's life, the onset of winter&emdash;are important, but just as important are other life-giving aspects of the wind's power. Shelley tells us that the wind not only blows the "Yellow, and black, and pale, and hectic red,/ Pestilence-stricken multitudes" (4, 5) of autumn leaves, but also "Chariotest to their dark and wintry bed/ The wingà ¨d seeds" (6, 7) which will lie dormant throughout the winter until the spring breezes&emdash; "Thine azure sister of the spring" (9)&emdash;blow over the landscape to awaken the life in them. The west wind drives dead leaves, but also scatters the seeds that will later give the world new life. This life-giving aspect of the west wind seems significant, but the reader cannot quite see yet why Shel... ...he minds of his readers. But the readers are hard to reach, unresponsive. It can seem to a poet struggling for an audience, as Shelley did, that winter was coming. It took a lot of faith to believe that spring would follow. The west wind is a revivifying force, something that can (metaphorically if not literally) drive his poetry forward to a new birth in whatever spring lies ahead: "If Winter comes, can Spring be far behind?" (70) It is the poet's plea for a rebirth of energy. We don't know for certain that the poet's energy has been sapped by the struggle to make his voice heard, but we know for much of Shelley's career he did struggle with the depressing feeling that no one was reading him. In any event, this powerful natural force becomes for Shelley a symbol of a power that can drive out the year's death, his deep depression, and plant the seeds for a rebirth.

Of Mice and Men Excerpt Essay

â€Å"Lennie!† he said sharply. â€Å"Lennie, for God’ sakes don’t drink so much.† Lennie continued to snort into the pool. The small man leaned over and shook him by the shoulder. â€Å"Lennie. You gonna be sick like you was last night.† Lennie dipped his whole head under, hat and all, and then he sat up on the bank and his hat dripped down on his blue coat and ran down his back. â€Å"That’s good,† he said. â€Å"You drink some, George. You take a good big drink.† He smiled happily. George unslung his bindle and dropped it gently on the bank. â€Å"I ain’t sure it’s good water,† he said. â€Å"Looks kinda scummy.† Lennie dabbled his big paw in the water and wiggled his fingers so the water arose in little splashes; rings widened across the pool to the other side and came back again. Lennie watched them go. â€Å"Look, George. Look what I done.† George knelt beside the pool and drank from his hand with quick scoops. â€Å"Tastes all right,† he admitted. â€Å"Don’t really seem to be running, though. You never oughta drink water when it ain’t running, Lennie,† he said hopelessly. â€Å"You’d drink out of a gutter if you was thirsty.† He threw a scoop of water into his face and rubbed it about with his hand, under his chin and around the back of his neck. Then he replaced his hat, pushed himself back from the river, drew up his knees and embraced them. Lennie, who had been watching, imitated George exactly. He pushed himself back, drew up his knees, embraced them, looked over to George to see whether he had it just right. He pulled his hat down a little more over his eyes, the way George’s hat was. George stared morosely at the water. The rims of his eyes were red with sun glare. He said angrily, â€Å"We could just as well of rode clear to the ranch if that bastard bus driver knew what he was talkin’ about. ‘Jes’ a little stretch down the highway,’ he says. ‘Jes’ a little stretch.’ God damn near four miles, that’s what it was! Didn’t wanta stop at the ranch gate, that’s what. Too God damn lazy to  pull up. Wonder he isn’t too damn good to stop in Soledad at all. Kicks us out and says ‘Jes’ a little stretch down the road.’ I bet it was more than four miles. Damn hot day.† Lennie looked timidly over to him. â€Å"George?† â€Å"Yeah, what ya want?† â€Å"Where we goin’, George?† The little man jerked down the brim of his hat and scowled over at Lennie. â€Å"So you forgot that awready, did you? I gotta tell you again, do I? Jesus Christ, you’re a crazy bastard!† â€Å"I forgot,† Lennie said softly. â€Å"I tr ied not to forget. Honest to God I did, George.† I picked this excerpt because introduces George and Lennie’s friendship which is the most important aspect of his book.