Advertising? Consider Product Life Cycle & Customer Buying Habits

When you create advertising for small businesses, consider both the life cycle of your product or service along with customer buying habits.

Today, both sellers and buyers alike want fast results. You should recognize that the actual process of turning your prospects into customers still takes time. Buying cycle times may be shorter today, but the process still exists. People often buy according to their past purchasing habits and patterns. These habits can be hard to change.

Classic marketing theory details the life cycle of a product or service as (1) introduction, (2) growth, (3) maturity, (4) decline, and (5) phase-out. In other words: when it's (1) New, (2) Rapidly Accepted, (3) The Industry Standard, (4) Fading, and (5) Hard to Find.

Furthermore, the people who buy those products/services can be profiled in different stages as (a) innovative adapters, (b) majority adapters, or (c) stragglers.

Profiles of these three buyer categories (a) (b) (c) are helpful in creating advertising tailored to each phase of the five life cycles of the product or service. Judge accordingly.

For example, when you introduce a new product or service, one of your prime target markets should be the early adapters, the innovators. It has been estimated somewhere around 10 to 20 percent of people do their own research and experimentation about their purchases. (An ever-increasing number do their research on the web – before they contact anyone.)

The other 80 percent or so are followers (b) (c). They read, listen to, or watch ads; try recommendations from their friends, neighbors or co-workers; or use coupons, etc.

It is advertising that educates and entices prospects at these different purchasing stages to try something new for them. Most importantly, it happens person-by-person. Over time, good advertising can remind, motivate and change buying habits for those in each type of profile.

So it is important to let each group know your product or service is there and ready for them when they want to buy. Plan to have your advertising message repeated often enough where it will be available to them when they are ready to explore and make a buying decision.

It only takes money and time. Be patient. Keep chipping away at it. Soon, your targeted advertising message will be part of your product life cycle and customer buying habits.

© 2006 Jon Sinish

This article may be reprinted and distributed as long as the resource information remains intact.

17 Important Points To Consider Before You Hire A Law Marketing Consultant

As we fast approach the new year, many firms are preparing to launch their 2006 marketing efforts. If you're thinking about hiring a marketing specialist, make sure you consider these 17 key points.

1. Objective Advice. Consultants who are paid fees are more likely to give you unbiased advice than consultants who earn commissions based on the amount of money you spend. If the consultant profits from ad agency commissions, he has an inherent conflict of interest because the more you spend, the more he makes.

2. Experience. Marketing is so specialized and complex that I recommend you hire someone who has provided marketing services for a minimum of 15 years. But, don't assume that because the person has been in business 15 years, he has the knowledge, skill, judgment and experience you need. Make sure you thoroughly interview all consultants you are considering.

3. Workload. Does the law marketing professional do the work for you? Or does the marketing person serve as a coach and simply tell you what you should be doing?

4. Service. Do you feel that the consultant wants to provide you with the help you need to make your program succeed? Or do you get the impression that he is looking for bigger fish to fry and that you're just a small fish in the ocean?

5. Access. Is the consultant hidden behind a wall of secretaries, account executives and administrative assistants? Or is he readily available to you by phone, fax, and e-mail?

6. Stability. Has the consultant been providing marketing services for some years? Or is he new to marketing -- or new to lawyer marketing -- and just waiting for the opportunity to move on to something else?

7. Marketing Focus. Is the consultant a full-time marketing professional? Or does he offer advice in other disciplines, such as management, human resources, training or finance?

8. Authority. Does the consultant have enough experience that he is a recognized authority in his field? Or is he still a relative unknown?

9. Size and Efficiency. Does the consultant have a large staff and/or a penthouse office that his clients pay for? Or when you write a check, are you paying for his high level of knowledge, skill, judgment and experience?

10. Markups. Does this consultant mark up outside services he hires on your behalf, such as graphic artists, printers, photographers, web site technicians, and so forth? Or does this consultant provide those services to you at cost?

11. Travel. Does the consultant travel around the country from one client to next, running up airline bills? Or does the consultant keep costs down by working efficiently with you by telephone, fax and e-mail?

12. Coverage. Does the consultant have a competent marketing specialist who covers for him when he travels? Or are you relegated to an account executive or administrative assistant who takes messages and tries to relay them to the consultant while he is on the road.

13. Attention. Does the consultant have so many clients he can't provide you with the personal care and attention you deserve? Or does he limit his services to a few select clients who receive the best he has to offer?

14. Work. Does the consultant himself perform the work on your behalf? Or does the consultant delegate your work to a junior associate?

15. Marketing Specialization. Is the consultant a marketing professional who works only with one type of marketing? Or does he try to be a "jack of all trades" so he can provide whatever marketing services you want to buy?

16. Writing Skills. In marketing, nothing is more important than for your consultant to have superior writing skills. And don't expect the consultant's writing to follow the rules of what you and I learned in school because marketing writing is different from academic writing. To sample your consultant's writing style, read published articles and marketing materials that your consultant wrote. You'll know right away whether they come across as warm and friendly -- or if the writing seems cold and impersonal. The way the consultant writes for himself will be similar to the way he writes for you. So make sure the consultant you choose has a writing style you admire.

17. Testimonials. Does the marketing consultant have comments from other lawyers you can review? The consultant you're considering should provide you with at least 30 or 40 testimonials from other lawyers. If he provides only a few, you may be reading comments from his in-laws.

10 Questions To Consider When Growing Your Business

Here's a provocation for the coming year, decade, century or millennium.

By now, you've set a working direction for the year, established clear-cut objectives. Your first-iteration plan to reach them should be in place. This now seems like an ideal time to rethink the whole thing, doesn't it? After all, one of the effects of internet time is that plans are subject to change just as soon as - or perhaps even before - they are written.

Along these lines of thinking, perhaps there are some items you missed. Maybe there are issues you didn't have time to consider, or even things your mind touched on, but quickly passed over to deal with more urgent and pressing events. If you are off-cycle, and on the verge of a new period, you can use this exercise ex ante, rather than ex post. To help you stimulate your neural pathways and hopefully create an idea or two, I offer the following thoughts for your consideration. These "considerations" are not sequenced in order of importance. I think they are important.

1. How far in the distance is your planning horizon? Most companies today plan 12-24 months out, calling anything beyond that "vision." Internet time implies a shortened time frame for activities, but does that time-collapse extend to a shortened vision as well? How much have you thought about what you will accomplish this decade? What will be your company's impact on the millennium? (OK - perhaps millennium is too far out. What about the century?) You may say you have more pressing fish to fry. Your investors would like to see increased returns sooner than that. While this might be true enough, taking the long view can inform the short view, leading to greater returns for years to come. What do you see when you take the long view?

2. How are your prospects' needs going to change? How is their world affected by the dramatic increases in connectivity and the compression of time? What are you doing to understand their changing environment - their changing business issues? What are you doing to improve your customer's business under these slippery conditions? To take it one step further, what do your customers' customers want? While you are at it, you might stop to consider how your suppliers' needs are changing? Could those changes open up new opportunities for you, or darkly portend changes downstream totally derailing your business model? What about your distributors? Is their world shifting? Can you both benefit?

3. Who in your organization simply isn't contributing? As they say, your mileage may vary from individual to individual but everyone has the responsibility to go some distance, to make something valuable happen. Not everyone will make good on that implied promise. The often observed 80-20 rule applies to your staff as well: 20% of your people will produce 80% of the value.

That leaves 80% producing only 20%. Do the math: the bottom 10% of your organization produces almost nothing.

Who isn't making the cut? Should you be doing something about it? You may think it beneficent to provide that bottom percent with a paying job - don't. It isn't. The non-performers know who they are, but they won't cut the cord on their own. Do what you can to help them reach the bar, but if after a while they don't make it, set them free to find an environment in which they can succeed. Free up your own resources for people who make a difference.

4. Are you creating solutions to today's problems? What about next week's, next year's, or the problems of several years from now? How are you figuring out what those problems are going to be, way out there on the time horizon? Because the solution you sell today should certainly address today's problems, but the solutions on today's drawing board better not. Who in your organization is responsible for trend-tracking and forecasting?

Are you building scenarios for the future? What about prospect focus groups, or some other market-based feedback mechanism? Who is your resident futurist?

5. What do you believe about the business you are in? For most people this is a strange question - we rarely spend time thinking about our own beliefs. The collection of beliefs you hold about your business - what the Germans call Weltanschauung - is decisive in most of the choices you make. How much risk to take. What's risky and what isn't. What projects and initiatives to undertake. What kind of resources you need and whom to hire.

Whom to partner with, or should you have partners at all?

Cooperate or compete. How to treat your team. What your customers should expect from you. How hard do you expect people to work?

All these decisions stem from your beliefs, and it will help you to make them explicit. Once you surface those beliefs, you can start to distinguish which are useful beliefs and which are not.

What is the benefit of a particular belief? Is this belief relevant to your current world, or is it a holdover from some past part of life? Then, when you are ready, you can experiment with new beliefs.

6. What are the obstacles to proceeding along your current path? Yes - you've set a plan in motion, and you are taking steps toward its achievement. But what roadblocks may rise up to stop you? What things could get in your way - foreseen and unforeseen? (I know, if it's unforeseen how are you going to see it? Use your imagination, that's the point of this exercise.)

Rank these obstacles in terms of likelihood, then rank them in terms of severity. Consider how you might deal with them if they come up. The value of this is a) like the Boy Scouts, you are better prepared; b) you may illuminate issues you have been trying to sweep under the rug; and c) you just may invent a whole new approach to get where you are going, and it just might be better than what you are doing now.

7. What, if you only knew how, would you be doing? What would you do now if you had additional resources - and should the lack of resources be stopping you? What, if you were sure it would be successful, would you jump on right away? What would you begin immediately, if your resources were limitless? (Yes, limitless can be relative.) What are you betting the future of your company on? What would you be willing to bet the future of your company on?

8. What are the most important issues, right now? Make separate lists for issues in your market and issues in your company.

Which of these issues are you dealing with, which ones are on the backburner, and which ones aren't even in the kitchen? What are the processes you use to deal with these issues? Which issues are you ignoring, or hoping will go away?

What breakthroughs might be possible by addressing or resolving issues in the latter category? Where are you "resolving" issues by compromising? What possibilities are available by refusing to compromise, or by breaking your compromises? What old stories or old ways of looking at things make these compromises seem inevitable? Where could new technologies (either material, virtual, or societal) be applied to break these compromises?

9. What are you sacrificing to accomplish your current objectives? The definition of sacrifice is giving up something of value for something of even greater value. Did you intend to give up that thing of value, or is it a thoughtless byproduct of your other choices? Do not dismiss this lightly.

In your business there are a number of priority-conflicting critical success factors. These include profitability, product development, new sales, customer satisfaction, recruiting and retention, revenue growth, sufficient capital - which one gets the most attention? And in this operating cycle - will each area get the attention it needs? Even in a lower position of priority, these areas cannot be neglected. What isn't getting done that needs to be done and how are you going to do it?

10. What is the purpose of your organization? I don't just mean increasing shareholder wealth that simply won't inspire your people to greatness. What besides that - a given - is the purpose of your company. Purpose is not something you invent, it is there already - you have to uncover it. Why do you come to work each day? What do you hope to accomplish in the long run?

What about your executive team? Your individual employees - why do they come? What do they think they are doing each day? Do you know? Have you bothered to find out? You've just completed a planning cycle, and I'm asking what your purpose is! If you can't answer this question easily, now would be a great time to start.

Bonus question for consideration: Are there any questions I've listed above that you do not have easy answers to, but wish you did?

Every so often I do an exercise called the "One-Hundred Questions." Download a copy of a recent 100 questions at http://www.paullemberg.com/tipsandtools.html, along with how to use this simple thought-provoker.

(c) Copyright Paul Lemberg. All rights reserved

Two things to consider when buying a blender

Blenders are must-items in every household nowadays especially if you are very health conscious. You see, blenders are pretty nifty when it comes to making fruit juices that are rich sources of vitamins and minerals. On top of this, you can also use this gadget to create vegetables dishes that can resemble meats. This is the reason why most people who are into a specific diet plans or those who have become vegetarians are investing in good blenders. After all, you will be taking in only fresh foods and drinks with it.

Even those who have restaurants also invest in blenders for their ingredient preparation. Like a food processor, blenders can help in mincing and in grinding ingredients. In fact, it can even turn some hard to bit into ingredients into powder form. Chefs do this with spices that may be bitter when bit into. In a powder form, these spices can easily flavor the food that they are cooking.

But with all the different kinds of blenders in the market, one cannot be sure of just what to buy for the home or for the business. Another question is if a blender is the right choice or would a food processor be better. Here are some tips to help you in your decision.

1. Function

One of the things that you should consider before buying a blender is what you will be doing with it. A lot of things will depend on the answer to this question— the price of the blender, the power, the brand and even, the dilemma between food processor and blender.

If you are planning to use it for making shakes and juices at home, the blender is the obvious choice. It is after all not called a liquidizer for nothing. A blender can be best used when making liquid concoctions, from milkshakes to alcoholic drinks. You can create Zombies and margaritas with this gadget.

If you are planning to crush ice with it, go for the more expensive blenders as the smaller cheaper ones will not have enough power to do it. They may be able to do the job once or twice but crushing ice often will cause the blades and the machine to big down.

If you are however planning to use it for preparing ingredients when you cook a meal, the best thing to buy is actually the food processor. With this gadget, you can slice your tomatoes, mash potatoes, mince pork and shred cabbages. You can even grate cheese with it. You see, food processors have with it interchangeable razors and blades that you can use. These blades perform a variety of function, depending on what you want.

Between the two, the food processor is actually the more versatile as it can also make juices for you. It will be a harder job but it can be accomplished.

2. Budget

Another consideration when buying blenders for your food and drinks is the price range that you can afford. If you really want a good blender, I suggest that you save your money for the expensive ones with a good brand. That way, you won't need to worry about it not being able to do the things that you want to do. After all, you cannot be too sure just what you will need the blender for in the future.

Things To Consider When In The Market For Golf Clubs

The golf club market is a strange phenomenon. Every year, new models of clubs come out that every golfer in the world drools over. They are still just sticks with chunks of the same material attached to the end, but golfers always feel the need to upgrade and find higher quality sticks. However, if you avoid falling into this mindset you will find that you are much happier (and probably a bit richer). When you decide that you want your own golf clubs, it is best to step back and take a look at your situation in a way that will let you determine what you really need to spend your money on. Consider some of the following things, and decide for yourself whether you want to spend money on the more expensive clubs or if you’d rather just get some older, more reliable, and cheaper clubs.

First, consider how serious you are about golfing. Are you looking to become a professional golfer, or do you just go out on the weekend with your buddies? If you are still a beginner, then there is almost no reason in the world for you to spend money on deluxe golf clubs, even if you someday plan to be a pro. By buying the high-end golf clubs and skipping beyond your own abilities, you are cheating yourself out of the valuable learning that the other clubs can offer you. So keep within your ability range (if you have lower ability, you will be happy to find that you will have to pay a lower price for your clubs), and if you find that you are still seriously progressing, you may upgrade in the future.

Next you will want to think about how often you golf. If you golf every day, then you will find that it is worth it to pay extra for golf clubs that have a higher durability and lifespan. However, some of the high-end graphite clubs are known for everything but their durability, so you don’t want to mistake costliness for quality. If you stick with a good old set of steel clubs, you are not likely to have to replace them anytime soon. Steel clubs are also stiffer, so if you have a faster swing then you would probably want to go with them anyways. No matter what you choose, you will want to take it out and take a few swings with it before you commit to buying it.

So if the more expensive golf clubs aren’t all that great, why do people spend such obscene amounts of money on them? The truth is that if you have the skill level required to handle some of the more expensive clubs, it could pay off. They are designed to be very unforgiving and unfriendly to amateurs, instead rewarding the skill and accuracy that comes with years of practice. So if you are a beginner golfer who is buying an expensive new set of golf clubs, you are most likely shooting yourself in the foot. Stick with cheaper, more forgiving clubs, no matter what the most popular golfing magazines tell you. If you don’t believe that the more expensive clubs will hinder your game, borrow one and try it for a few shots. See how it affects your game.

Rather than taking any advice you read in golf magazines, on the internet, or even here, you would do best to go out and talk to some of your golfing buddies. See what they recommend, and have them study your strokes to see if they have any suggestions based on your unique playing style. Go to the club stores and try out as many clubs as you can before deciding on one. This will ensure the best results, since you will have personal experience with every golf club that you will be choosing from. This is much better than being completely clueless and choosing simply based on the statistics that you are given.

What to Consider Before Changing Career Fields

Are you currently unsatisfied with your job or the direction of your career? If you are, you may be interested in changing career fields. While this is more than possible to do, it is important to remember that not all jobs and career fields are the same. For example, just because you may make a great legal security, it doesn’t necessarily mean that you are qualified to work as a nurse or another healthcare professional. That is just one of the many factors that you will want to take into consideration, before changing career fields. A few of the other factors that you will want to take into consideration are outlined below.

As previously stated, not all jobs and career fields are the same. That is why it is important that you do not make any assumptions. Assuming is the worst mistake that you could ever make, especially with something as important as your career. Before officially deciding to change careers, you will want to take the time to thoroughly research each career field that you may be interested in entering. These career fields may include medical, automotive, legal, retail, and so forth. This research can easily be done online or at your local library. Important points that you will want to examine include current and forecasted job outlook, as well as pay.

Once you have at least one or two career fields that you would be interested in entering, you may want to start searching for open job positions. The only thing is that you may want to refrain from applying for any of those jobs just yet. Instead, you will want to examine a number of different factors. One of those factors is pay. For the positions that you would be interested in apply for is the pay enough to support your family? While some circumstances may allow you to take a pay cut, you may want to refrain from doing so if possible.

In addition to pay, you will want to examine some of the job openings that you are able to come across to learn as much as you can about average job requirements. These job requirements may include education, training, or previous work experience. What is nice about this information is that it is easy to come across. You will find that most job listings, both in print and online, will outline all of the requirements needed for the job. This will give you a good idea as to whether or not you are qualified for the job or jobs of your dreams. With that in mind, if you have yet to quit your job, you may want to take the time to take a few night or weekend training courses to help improve your training and experience.

In keeping with career training, if you are interested in increasing your chances, you will want to consider taking a few of these training courses or classes. They come in a number of different formats, but they are all designed to help you prepare for a career change. For example, hopeful accountants may learn how to prepare taxes, keep accurate business records, and so forth. In all honesty, the length of training needed or required will all depend on the career field that you are interested in entering.

If you are interested in using career training courses or classes to improve your chances of seeing a successful career change, you will want to use your local newspaper or the internet. Many career training courses are advertised in both locations. You may also want to examine your local community colleges or vocational centers to see what they have available. Yes, you will have to pay to attend a career training course or a class, but it will almost always be worth in the end. Hopefully, the end result will be a successful entrance into a new career field, namely the career field of your choice.

What to Consider When Hosting a Picnic

Do you love spending time outdoors? If you do, have you ever thought about hosting a picnic? Although hosting a picnic can be a fun and exciting experience for you, it can also be a stressful and overwhelming one. That is one of the many reasons why not all individuals are able to handle hosting their own picnics, especially those that are larger in size. Before you decide to host a picnic for your friends or family members, there are a number of important factors that you will want to take into consideration. A few of those factors are outlined below for your convenience.

One of the many factors that you will want to take into consideration, when trying to determine if you should host a picnic is the size that your picnic would be. Who would you like to attend and how many people would you want to come? This is an important question that you will want to answer, as soon as possible, as it has a huge impact on the picnic planning stages, as well as whether or not you even want to host a picnic. For that reason, you should create a rough draft of the guests that you would like to invite to your picnic. If you are concerned with hosting a large picnic, you may want to start out small and only invite a few of your closest friends and family members.

Once you have determined an estimated number of picnic guests, you will then want then focus on the location. There are a number of different locations that are ideal for picnics. These locations tend to include state parks, local parks, campground parks, lakes, ponds, as well as in your own backyard. Why it is advised that you wait until after you have an idea as to how many guests you would like to invite to your picnic, is because the size of your picnic may limit your options. For instance, if you have a small backyard, you may not be able to have a large picnic. In that instance, a state park or a local park may be a better option for you, and so forth.

As you likely already know, hosting a picnic involves a lot more than choosing a location or creating a guest list. As the host of a picnic, you will likely have to arrange all of the food and drinks, as well as purchase them. For that reason, you will want to focus on how much money you want to spend. In fact, you may actually want to focus on how much money you do have to spend. Creating a budget for yourself is nice, as it can serve as an important guide for you. A budget can help prevent you from spending more money than you need to spend or more money than you have to spend.

Speaking of the food and drinks, you may want to examine what food and drinks you would like to serve at your next picnic. What is nice about being the host of a picnic is that you have the freedom to serve whatever you want. With that in mind, you should know that popular picnic food includes barbeque meats, as well as sandwich meats. As for picnic drinks, bottled drinks, such as bottled water, comes highly rated and recommended among many picnic goers. If you are looking to reduce the amount of money that you have to spend, you may want to think about asking your guests to contribute. They can easily do this by brining a side dish with them.

The above mentioned factors are just a few of the many factors that you will want to take into consideration, before you decide to host a picnic. Although hosting a picnic may seem like a long, complicated, and overwhelming process, it isn’t always. With that in mind, you will find that the payoff, which is a great picnic, makes all of the planning more than worth it.

What Should You Consider When Looking for a Business Credit Card?

For a lot of people who are trying to put up their own company, having a business credit card could be of great assistance. This helps them in separating their personal accounts from the accounts of their business and conveniently allows them to manage the company’s finances.

It also provides the company with numerous benefits, especially with matters of financial organization. But with numerous banks offering several varieties of credit cards along with their corresponding perks and advantages, many offers can become so appealing to the regular businessman that often it may seem too puzzling to choose.

Don’t Get Easily Tempted

No matter how tempting offers may come, what you must always take in mind is to never sign up for the first credit card that would seem catchy. As appealing and as great offers may sound, a smart businessman should always remember to consider all options available and to evaluate each credit card and its corresponding package.

Remember to match the credit card’s benefits with the nature of the business that you run. How the company makes use of the credit and to the type of services that the company offers should all be well thought-out. For the credit card to be truly useful, it should cater to the needs of the company.

Picking a Credit Card That Caters to Your Company

Different credit card packages offer different benefits. Choose which benefits your business would most likely be able to use and would most likely contribute to its growth. For example, if your business entails you to do a lot of traveling to conduct your transactions, then a credit card that offers free mileage points could very much save you a lot of money. Sometimes such travel benefits may also come in the form of other privileges such as discounts from partner airlines.

On the other hand, if you run a business that would often require you to make large purchases, then it would be best to sign up with a credit card that has cash back offers for items bought. In this way, the more you buy the items that your company needs, the more you are actually able to save money for it.

Aside from this, other benefits that credit card packages may offer may include discounts from affiliated outlets such as shopping centers, gas stations, restaurants, and even shipping. All of which are usually very useful in running different types of businesses.

Remember that business credit cards exist to make life easier for the business owner. But in choosing a package that would best suit your company, never make rash decisions without going through all your different options. Set in mind the services and nature of your business and how these credits could assist with its operation.

Although choosing a package that would best suit you and your company may seem baffling at first, but as long as you know which basic qualities of your company you should prioritize and the corresponding services that the credit card package can cater then you are right on track to opening an account that could give your business much of the financial assistance that it would need.

One Important Reason Why you should Consider Choosing the Sex of your Baby

Summary:

Even if you think a baby is God's gift and you should accept what you get, this is one reason why you should try to influence the gender of your baby. You cannot ignore this.

Keywords:

choose sex of baby,choose gender,select gender,gender selection,boy or girl

Article Body:

All of us have at some point in our lives wished that we could decide with some certainty that we would have the boy or girl of our choice. Gender selection of offspring has been a quest of mankind for ages, not just from the time of the Greeks and the Romans.

Western countries are believed to have spent over a billion dollars in research of this kind. Old wives’ tales and folklore have thrived on our desire to have the baby of our choice. The ancient Chinese are reported to have devised a system that was some 65 percent accurate.

But first, why would anyone want to choose the gender of one’s baby?

Any baby, boy or girl, is a gift of nature, and should be welcome as such?

Over the years, different reasons have been given for preferring a baby of a particular gender.

The most important reason, and the one which I strongly support, for trying to influence the gender of your baby at the time of conception, is medical. Many disabilities are now known to be transmitted across generations through genes. Many of these disabilities are gender specific. For example, a woman herself may not suffer from a gene-linked illness, but she will convey the disease-causing gene to her male children who will then be affected by the disease.
There are about 350-plus X-linked disorders (diseases that only male children inherit), some of them fatal, such as hemophilia, muscular dystrophy and X-linked hydrocephalus, and gender selection is almost a compulsion for such families. If the woman is a known carrier of an X-linked disorder, sex selection is the one way to try and prevent passing on the disease to a male child.

Some may accuse these couples of playing God. But couples attempting gender selection usually have practical reasons for doing so. Quality of life becomes an issue for both parents and child. For instance, will the child be so handicapped that he is in perpetual discomfort? What will happen to this child if the parents are no longer able to care for him? Can the parents' marriage weather the stress of raising a boy who will need constant nursing and who will never live a normal life?

The same argument of “playing God” can be used against contraceptives and abortion?

One must make the choices in life that one believes are necessary. Sometimes gender selection, attempting to improve the odds in favour of conceiving a boy or girl as desired, is a choice one must make.