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7 Reasons You ARE Your Own Best Product, or Lessons From the 2004 Presidential Election


The 2004 election is over--at least in the minds of the public--and analysis runs rampant as to why Senator John Kerry lost. From a business viewpoint, one could say that he simply didn't sell the product. Or more accurately, he didn't sell the American voters on himself, and by extension the Democratic Party, as the product. We all remember phrases such as "This is the wrong war in the wrong place at the wrong time" and "I voted for the invasion of Iraq before I voted against it."

Imagine if Bill Gates took to the airwaves and said, "We're against business. Our aim is to completely sandbag business [N.B.: some Microsoft foes may quip that he's succeeded.] But even though we're anti-business our software can do business better than our competitors' products. So buy Microsoft even though we're anti-business."

Even all of Bill Gates' millions couldn't stop stockholders from hauling him before a Wall Street firing squad. Die-hard Windows lovers, like true blue Democrats, would continue to support Gates nonetheless. They might even do it to spite Apple Computer, the way so many Kerry voters chose to support Kerry because he wasn't Bush. "The Uncola" slogan worked for 7-Up, but that's the exception. Most successful business enterprises win loyalty by telling customers who they are, rather than who they're not.

Consider the mundane example of juicers, specifically an online store front called LivingRight.com, one of a family of health appliance and lifestyle product Web sites operated by Arizona-based company Open Chute. There are literally hundreds of juicer Web sites, so what can Open Chute do to convince customers to buy from LivingRight.com? Except for saying, "We will meet or beat any of our competitors' prices," LivingRight doesn't waste much time reminding you of the competition. Consider the statement on their homepage:

"We supply commercial juice extractors and industrial juicers to businesses and also carry the best juicers for at-home juicing junkies. We have gift ideas for the health nut in your life, juicing recipes and tips on juicing for healthy living, as well as a Best Price Guarantee."

Let's look at what LivingRight has just told you about itself:

Fact: It cares about your health, and to prove it, there are pictures of spiffy-looking juicers surrounded by fresh fruit. Mm-mm. It even wants your friends and family to be healthy!

Fact: It supplies commercial juicers, and links to those products are right up there on the home page. But those juicers seem affordable for "at-home juicing junkies." Open Chute knows that if you're going to invest in a juicer you're going to get something that lasts. And hey, there's a Best Price Guarantee!

Fact: It is so sure that LivingRight will make a difference in your life that it offers recipes to go with the juicers, as well as tips on juicing for healthy living.

So in one short paragraph, LivingRight has sold itself as a caring consumer advocate and supplier of these nifty health appliances. After all, everyone wants to be healthy.

Contrast this with Kerry's message, delivered not in one paragraph but in hours of negative campaigning, debates, and speeches. For those of you who can't remember what it was, "I'm not Bush" comes pretty close. Although "We have better hair" also surfaced as a slogan. Reality check: People only vote for hair and make-up at the Oscars. Hillary Clinton herself denigrated the media fascination with her hair. Imagine that: Hillary's a better business leader than John Kerry. After all, she survived Whitewater, didn't she?

So what could the Democrats have done differently and what can you learn from them? For a start, you can realize and affirm the seven reasons why you are your own best product.

1) You are successful in what you do. LivingRight's Web site says, "More than 25,000 health appliances shipped!" "Shipped" communicates follow-through, as in a former McDonald's slogan "Over one billion served."

While going to war isn't a popular decision (as even Joan Rivers remarked at the 2002 Oscars, "Every idiot in the world wants peace"), President George W. Bush successfully prevented attacks on American soil by first going after al-Qa'eda, then in toppling Saddam Hussein from power.

2) You believe in your product, and by extension yourself and your vision, so much that you use it yourself. Those cheesy Hair Club For Men ads hit it right on the head, pun intended: "I'm not only the Hair Club president, I'm also a client." If John Kerry was so against the action in Iraq, why did he initially vote for it?

3) You are so compelling that you surround yourself with people who build up (not necessarily brown-nosers) rather than tear down your image. Bush has benefited from Colin Powell, Condoleeza Rice, Vice-President Dick Cheney, California Governor Arnold Schwarzenegger (another businessman successful at selling himself), Rudy Giuliani, Georgia Democratic Senator Zell Miller, and especially the legacy of former President Ronald Reagan. Now Bush has truly moved into bold territory by appointing his own father and former President Bill Clinton, one-time political rivals, to head the Asian tsunami relief.

I have to concede partial credit to Kerry and the Democrats for being associated with, or at least profiting from, a successful movie franchise--though let's not call "Fahrenheit 9/11" a documentary. Unfortunately, Michael Moore himself has proved to be less than stellar at being his own product. Although as of this writing he won the People's Choice Award for Best Film of the Year, he's also developed a reputation for lack of integrity, not to mention bashing the USA that has given him his career. Moore's whole image as "a man of the people" has been called into question many times. Although the marketing of Michael Moore is an Oscar-worthy production, 51 percent of Americans didn't find him credible.

Celebrity endorsements are only as good as the celebrities themselves, and many Americans found the Dixie Chicks, Barbra Streisand, Sean Penn, Martin Sheen, Jessica Lange, Ed Asner, Janeane Garofalo, Whoopi Goldberg, and many of the supposed elite to be less than convincing, particularly with the way Hollywood keeps selling crudeness, vulgarity, violence and intolerance for any point of view but its own. The multiple military backgrounds, Ph.D.s, and public service records the Bush team collectively holds puts in perspective the glamour of a few Academy Awards and hit TV shows, movies or albums.

4) You are confident enough in yourself not to deride people who opt for an alternate product. The British newspapers derided the majority of Americans who voted for Bush as being "dumb."

As my voice acting teacher, Samantha Paris, founder of Voicetrax San Francisco/Desert Cities says about casting for radio, narration, animation and TV commercial jobs, "It's selection, not rejection."

5) You thrive on competition, not taking it as a personal attack, and you don't turn the competition into personal attacks. Politics violates this rule too often, and the 2004 campaign was nastier than most.

Contrast that with Coke and Pepsi. The competing celebrity endorsements (Santa and the polar bears on the Coke side, Ray Charles and Faith hill on the Pepsi side) only prolong an ongoing competition that isn't likely to be resolved any time soon. The Pepsi Challenge shook Coke out of it's 1980s complacency, and Coke learned from its abysmal New Coke mistake. Although to be fair, Pepsi had its own klunker with Crystal Pepsi, although they rebounded with Pepsi Twist.

These days Coke has brought back Cherry Coke, Vanilla Coke, and even branched out into Coke with lime. Notice that Coke isn't telling investors how awful Pepsi is, and vice versa. It's just good old-fashioned competition in which you, the businessperson, puts your best foot forward.

6) You don't change who you are. People were never sure of who John Kerry was, whereas George W. Bush's swagger ("which in Texas is calls walking," he remarked in his acceptance speech at the Republican National Convention) doesn't hide itself. Bush has made no attempt to correct his oft-remarked-on slips of the tongue and even owns up to it ("People sometimes have a tendency to correct my English--I knew that I was in trouble when Arnold Schwarzenegger started doing it.") Bush's folksy ways make a statement that he is comfortable in his own skin. Likewise, Bill Clinton didn't switch to caviar from McDonald's (much to his regret later). Costco hasn't added high-end coffee bars and gourmet food stands, but the lines at the checkout are still as dauntingly long as ever.

7) You focus on who you are for the present and future, rather than who you used to be. Senator Kerry's rehashing of the Vietnam conflict, and the Swift Boat controversy that cropped up to haunt him, illustrated how drawing on past glories (or controversies) only make people confused about who you are in the present. Imagine if Coke and Pepsi trotted out all their marketing missteps, and imagine if Pepsi tried to resurrect its ad campaign with the embattled Michael Jackson. Dated at best, controversial at worst.

People connect with who you are in the moment and who you will be in the future. When someone buys, say, a juicer, she envisions many mornings of fresh homemade nutritious juice and the well-being that she receives, well-being that she comes to associate with the company or store that makes and/or sells the juicer. A past track record is helpful, particularly in maintaining relationships with customers, but don't keep rehashing it. "You've always been there for me" sets up the expectation that, like State Farm, you will be there in the future. You can enjoy a restaurant twenty times, but have you ever noticed that one bad meal can make you think twice about going there?

A coda to this list: Fortunately, if you've made yourself your primary product, even the most critical of diners can forgive a slip-up, because they've already invested in you. So make sure you are an investment they'll want to hang on to, and in the Democratic Party's case, a future they believe in.

Kristin Johnson is co-author of the "highly recommended" Midwest Book Review pick, Christmas Cookies Are For Giving: Stories, Recipes and Tips for Making Heartwarming Gifts (ISBN: 0-9723473-9-9). A downloadable media kit is available at our Web site, http://www.christmascookiesareforgiving.com, or e-mail the publisher (info@tyrpublishing.com) to receive a printed media kit and sample copy of the book. More articles available at http://www.bakingchristmascookies.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. November / 18 / 2019
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7 Best Home Remedies to Soothe Itchy Skin - How to Relieve Itching  Prevention.com

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Struggling with cough and cold? Try THESE home remedies for immediate relief  PINKVILLA

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Home remedies: Weathering those wrinkles | Human Interest  The Union Leader

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Do Home Remedies Actually Work for Yeast Infections?  Health Essentials from Cleveland Clinic

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Best home remedies for a sore throat  Times of India

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Flaky eyebrows: Here are 7 natural ways to get rid of brows dandruff  Times of India

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World Diabetes Day 2019: Control Your Blood Sugar Levels Naturally With These Effective Home Remedies  NDTV News

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Do you have dry skin? Try these 7 effective home remedies for happy skin  Times of India

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The Best At-Home Remedies For Dry & Chapped Lips By Rebecca Fearn  Bustle

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Ask the Doc: Common Cold? Home Remedies That Help!  Georgia Voice

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6 Home Remedies for Cystic Acne That Work  YouBeauty

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Ariana Grande cancels show amid 'scary' health struggle: 'In a lot of pain'  Today.com

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Some European doctors think Chinese medicine should come with a health warning  KTXL FOX 40 Sacramento

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The best natural remedies for getting rid of warts  Pulse Nigeria

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Natural Easy-To-Find Home Remedies for Treating Hair Loss  DA MAN Magazine

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What is head lice? Know about its causes, symptoms and home remedies to keep them at bay  Times Now

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Fact or fiction? We're putting Grandma's remedies to the test  KENS5.com

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Here's how you can treat sinus at home by consuming these foods  Times of India

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Itching after a shower: Causes and remedies  Medical News Today

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Home remedies for Pneumonia: Use these natural tips to help ease your symptoms  Times Now

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Top ten home remedies passed down through the generations  Wales Online

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Sore Throat Symptoms: FIND OUT the symptoms, home remedies & treatment for sore throat  PINKVILLA

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I Look Like I’ve Been in a Fight, but That’s Just My Face  Slate

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Hair Care Tips: THESE home remedies can help you treat winter hair problems  PINKVILLA

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On Facebook, fears of parasites push people to post pictures of feces and pursue dangerous remedies  NBCNews.com

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Home remedies for chest congestion: How to get rid of mucus with ginger, honey and other natural products  Times Now

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Try these affordable and effective home remedies to stop your partner snoring — plus win £50k in the Sun Sa  The Sun

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Struggling with corns and calluses? Try THESE home remedies to treat them  PINKVILLA

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How to remove blackheads naturally: Causes, prevention, home remedies to treat the condition once and for all  Times Now

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Skincare problem before your big day? Try THESE home remedies to treat it before your wedding  PINKVILLA

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Joint pain: Causes, foods, prevention, other natural home remedies that provide relief  Times Now

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No need to visit doctor for sore throat  BOL News

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Clean your face with this home remedies  News Track English

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Simple home remedies for treating cracked heel  TheHealthSite

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How to stop snoring naturally: 11 home remedies for sleep without snores  Times Now

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Do you have chest pain? Here are 10 effective home remedies that can help tackle this problem  Times Now

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Home remedies to heal toothaches: Clove oil, guava leaves and other natural products  Times Now

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Mumbai: Gastro cases fall by 49% in city  Free Press Journal

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10 Home Remedies Proven To Get Rid Of A Cough Naturally  Version Weekly

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Suffering from gout pain? These five home remedies will provide relief from gout  Times Now

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In the throes of a cold you do what makes you feel better. But are you treating the symptom or the disease?  Toronto Star

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Palate Fest 2019: Top chefs and restaurants to showcase their culinary magic  Times of India

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How to Make Ifnouzen, Watercress Couscous  Morocco World News

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Hair Care Tips: Detox your hair with THESE home remedies  PINKVILLA

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4 natural ways to treat an itchy scalp at home  Pulse Live Kenya

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Does your waxing session end with bumps and redness? Try THESE home remedies to soothe your skin  PINKVILLA

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Home remedies for muscle cramps  WTOP

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6 best home remedies for lice  Medical News Today

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You will get rid of pimps overnight, adopt this method  News Track English

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15 Home Remedies for Oily Skin  Greatist

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The best home remedies for laryngitis  Medical News Today

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10 Recipes for the Best Home Remedies to Fight Germs and Make You Feel Better  Parade

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Home remedies for pigmentation  Medical News Today

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A handy guide to buying the right kind of essential oil  Times of India

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Home remedies for heat rash: 12 natural methods  Medical News Today

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7 home remedies for quick relief from gum pain  Medical News Today

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Home remedies for chickenpox: How to get quick relief  Medical News Today

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Natural home remedies for bad breath  Medical News Today

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Try 7 All-Natural Home Remedies For Fat Loss  Version Weekly

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Toddler cough remedies: 4 safe methods  Medical News Today

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Home remedies to strengthen your immunity against pollution  The Day After

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Home Remedies 101  IOL

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How to get rid of pimples fast: Home remedies and prevention  Medical News Today

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Home remedies for kidney infection: Safety and effectiveness  Medical News Today

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DIY minty remedies for skin problems  Yahoo Lifestyle

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Pregnancy acne: Treatments and home remedies  Medical News Today

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Here are some ancient home remedies that are worth trying  Times of India

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10 Natural Remedies for Sore Throat — How to Cure a Sore Throat Fast  GoodHousekeeping.com

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7 Home Remedies for Sinus Infection Symptoms  Shape Magazine

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Home remedies and natural treatments for gout  Medical News Today

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How to stop or manage heavy periods: Treatment and home remedies  Medical News Today

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The best home remedies for cold and flu  Medical News Today

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How to get rid of a blister: 5 natural home remedies  Medical News Today

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11 effective home remedies for arthritis  Medical News Today

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The top 10 home remedies for acne, according to dermatologists  TODAY

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Can broccoli be the secret remedy to fight air pollution?  Times of India

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6 Milk Home Remedies You Didn't Know You Could Use — Including For Your Workouts And Sunburns  Bustle

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5 simple home remedies for diarrhea  Medical News Today

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Dark lips: Causes and 5 natural remedies  Medical News Today

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Home Remedies for Diarrhea  Reader's Digest

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Chest infections: Symptoms, treatments, and home remedies  Medical News Today

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How to sleep better: Tips and home remedies  Medical News Today

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Home Remedies — short stories full of urgency and understanding  Financial Times

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Boiling water burn: Symptoms, treatments, and home remedies  Medical News Today

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Do you have a stiff neck? These 5 simple home remedies will help you get rid of it super fast!  Times of India

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Home remedies: How to treat, and prevent, swimmer's itch  Medical Xpress

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Swollen gums: Causes, treatments, and home remedies  Medical News Today

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Peeling skin on face: Causes and 11 remedies  Medical News Today

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The 6 Best Home Remedies for a Cough - What to Do for a Cough  WomansDay.com

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Two quick remedies to get rid of acidity at home  Times of India

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How to Get Rid of Cramps: 10 Proven Home Remedies  Healthline

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The best home remedies for menstrual cramps  Medical News Today

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Hangover cures: Most effective home remedies  Medical News Today

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Baby congestion: Causes, symptoms, and home remedies  Medical News Today

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5 home remedies for pinkeye  Medical News Today

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5 Doctor-Approved Home Remedies for Restless Legs Syndrome  Health Essentials from Cleveland Clinic

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Heatstroke: 5 super-effective home remedies to treat heat stroke  Times of India

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