F E B • M A R 2 0 1 3

PHYLLIS PEARSON

WOMEN OF WORTHGETTING TOTHE Heart OF

BUSINESS

GETTING TOTHE Heart OF

BUSINESS

PHYLLIS PEARSON

The magazine for women business owners by women business ownersThe magazine for women business owners by women business owners

JOIN US WEDNESDAY, MARCH 27TH

FOR OUR MONTHLY

LUNCHEONWITH FEATURED SPEAKER

Dr. Terri Deems“THINKING… ABOUT THINKING”

1FEB • MAR 2013

Around the Water Cooler ........................................2BY KATE GARNER

Ask Ann ........................................................................3BY ANN MERKLEY

COVER STORY............................................................4Getting to the Heart of Business… Meet Phyllis PearsonBY BECKY KOLOSIK

Advisor to the Cars ..................................................6Winterizing BY JONNA WARNER • Freedom Tire

WOMEN OF WORTH

Published by Des Moines Radio Group. If you are interested in advertising in the April/May WOW Magazine, contact Jennifer Lovell at prelogoli@msn.com.Cover Photo by Molly Rogalla • mrogallaphotography.com

• SERVING AS A NETWORKING CHANNEL

• FOSTERING SUPPORTIVE RELATIONSHIPS

AND STRATEGIC ALLIANCES

• RECOGNIZING WOMEN’S ACHIEVEMENT IN BUSINESS

• PROVIDING EDUCATION AND TOOLS

TO HELP WOMEN GROW THEIR BUSINESS

• EMPOWERING WOMEN TO FOLLOW THEIR

PASSIONS AND TO FIND THEIR BLISS

Women of Worth empowers women businessowners to live lives of significance by:

F E B • M A R 2 0 1 3

Taking Care..................................................................7Foot Doctor Home CareBY MICHELLE DEBLIECK BY ANDREA HOUK

Debra Sears ................................................................9The Love You Take is Equal to the Love You Make • BY DEBRA SEARS

Marketing ....................................................................10Fishing Lessons in Advertising • BY ANNIE MEACHAM

Social Media ................................................................12Social Media EtiquetteBY RAYLEE MELTON • Moth Media

Estate Planning ..........................................................12The Most Important Estate Planning DocumentsBY PHYLLIS PEARSON • Pearson Bollman Law

Accounting ..................................................................13Fiscal Cliff Legislation Passed - No Need for a ParachuteBY KATHI KOENIG • McGowen, Hurst, Clark & Smith CPAs, P.C.

Banking ........................................................................14Empower Your Financial SelfBY KATIE HEIM • Two Rivers Bank & Trust

Calendar of Events ....................................................16

FEB • MAR 20132

AROUND THE Water Cooler

By Kate Garner FUN AT WORK

My co-worker Evelyn works from home most of thetime, but she was recently in to work on a project. One of the new gals asked her what she liked best about working from home. Evelyn noted the flexibility.Then the woman asked about what she liked least.Evelyn said, “Well, I change more diapers when I amhome.” Our co-worker Ed popped his head in, “What do you mean more?” ~ Cara, AMES

I was working on a fundraising event and one of thewomen on the committee was very aggressive about getting checks from donors. One day I got to the office first and was taking messages off the voice mail,there was one for Stacy. “Look Stacy, there are stalkinglaws in this state, so back off. I told you, the check isbeing cut next week.” ~ Erica, ALTOONA

I was at Target when I saw a lady in a red shirt being very assistive to an elderly lady. She patientlytook her down an aisle, worked through what she really needed and then put the item in the cart for her. Later I saw the little lady find a manager at thecheckout and pay compliments about the youngwoman, who soon walked up pushing a cart full of items. The manager walked over to praise the young woman and then I overheard her part of the conversation, “Oh no, I don’t work here, I am justwearing red today.” ~ Pam, WEST DES MOINES

*Names changed to protect the ‘innocent’. Have you overheard something funny at work? Share it with Kate –kgarner@desmoinesradiogroup.com

With your support we will help keep computers out of thelandfill, while improving the quality of life for people with disabilities or other barriers to employment!

Be Good to Your Planet!You do your part…By bringing your unwanted computer equipment to any local Goodwill Store.

We’ll do our part…By recycling and refurbishing your unwanted equipment.

®

Thank you!

Goodwill Industries of Central Iowa(in partnership with the Dell “Reconnect” program) www.dmgoodwill.org

ASK AnnASK Ann

3FEB • MAR 2013

Ann A. Merkley, Field Representative (Financial Architects, 12345University, Suite 200, Clive, IA 50325) of The Guardian Life InsuranceCompany of America, NY. Registered Representative and Financial Advisorof Park Avenue Securities, LLC (PAS). Securities products / services andadvisory services offered through PAS, a registered broker-dealer and investment advisor. PAS is an indirect, wholly owned subsidiary ofGuardian. Merkley Wealth Associates is not an affiliate or subsidiary of PASor Guardian. Park Avenue Securities,Guardian or their Representatives do not provide legal or tax advice. Neither Guardian, nor its subsidiaries, representatives, or employees provide tax, accounting, or legal advice. Clients should contact their own professional in these areas for advice regarding their individual circumstances. PAS is a member of FINRA, SIPC.

According to a recentreport issued by theCollege Board, for

the 2011-2012 school years,the annual cost of attendanceat a 4 year private collegeaveraged over $38,000.00and in-state students at public 4 year colleges paid over$17,000.00 per year.1 Student

loan debt is at an all time high and is keeping our youngpeople from getting ahead.

Planning for a child’s college education is a concern for almostall American families. We often get the question:

There are a number of college savings vehicles on the markettoday. However, a lesser known but very attractive option is cashvalue life insurance. You may be surprised that a cash value lifeinsurance policy can also function as a college savings vehiclethat provides extra flexibility, tax advantages and competitivereturns when compared with other college savings vehicles. Acash value life insurance policy can be a triple threat. It combinesfamily protection in case of premature death, higher educationplanning, and tax advantages all in one product.

For example, a healthy married couple, with a young child,who purchase cash value life insurance policies on their ownlives at a time when their child is still young, will be able tomake a sizeable financial contribution to their child’s collegeeducation by taking out loans from their policy each year theirchild attends college. The earlier they purchase the insurance,the better this strategy works because of the cash value buildupin the policy over time. The cash value may also be used forother purposes like a home purchase or wedding without having to pay a penalty.

Other college savings vehicles restrict the use of funds to “qualified higher education expenses.” Withdrawals for expenses other than qualified education expenses often incur a tax penalty. Some of them limit the amount of money you may contribute, and others negatively impact the child’seligibility for financial aid.

In contrast, loans from a cash value life insurance policy maybe used for any purpose and are not subject to credit approval.

The amount a family may contribute to the policy is also notsubject to artificially low limits, and the policy should not be afactor in computing the child’s financial aid eligibility for public schools. (Note, private schools may consider assets thatare typically not considered by public schools.)

The child may still be able to claim any applicable tax creditsor tax deductions for higher education expenses, furtherdecreasing the financial burden of higher education.

Finally, the life insurance can often be set up with a disabilitywaiver of premium provision where the insurance companywould continue the premium payments into the policy in casethe policy owner becomes disabled. This is not the case withother college savings vehicles.

Another approach is to set up the child or grandchild as theinsured person under the policy. I often find grandparents who arelooking for college savings options for their grandchildren andlike the ability to guarantee future insurability of their grandchildren in case of unforeseen health changes of the child.

In summary, with the current market volatility and ever changing tax environment, parents and grandparents are looking for college savings alternatives and cash value life insurance may just fit the bill.

1 http://static.usnews.com/documents/education/College_Pricing_2011.pdf

Merkley Wealth Associates is an all female comprehensive financialservices firm located in Clive. Ann Merkley can be reached at 515-457-1286 or ann_merkley@glic.com.

Ann Merkley

Ann A. Merkley, Field Representative (Financial Architects, 12345University, Suite 200, Clive, IA 50325) of The Guardian Life InsuranceCompany of America, NY. Registered Representative and Financial Advisorof Park Avenue Securities, LLC (PAS). Securities products / services andadvisory services offered through PAS, a registered broker-dealer and investment advisor. PAS is an indirect, wholly owned subsidiary ofGuardian. Merkley Wealth Associates is not an affiliate or subsidiary of PASor Guardian. Park Avenue Securities, Guardian or their Representatives do not provide legal or tax advice. Consult with your attorney, accountant or advisor for advice concerning your particular circumstance.

PAS is a member of FINRA, SIPC.

An Often OverlookedCollege Savings Vehicle

“How can I save for my child or grandchild’s college education?”

It’s a foggy Friday morning as I pull into a parking spot atCaribou Coffee to meet Phyllis Pearson, and I quickly discover that she is already inside. I know this because of

the large cream colored poodle staring at me though the windowof the van parked in the neighboring space. I had heard quite abit about Phyllis’ beloved “pet children” so I was delighted tounofficially “meet” Fiona as she barked at me while I gatheredmy laptop and bag. I think it was just her way of saying hello.Her partner in crime, Misty, seemed much less interested in meand continued to lounge in the back seat.

Upon greeting Phyllis, I mention that I think I’ve just met (well,sort of ) her dogs. She gives a quick smile and laugh saying thatMisty and Fiona are waiting patiently to go to doggy daycare.After we finish our meeting, she will drop off the “kids” andhead to the office to close out a busy week at Pearson BollmanLaw where she specializes in elder law and helping clients – whoare mainly adult children of elderly parents – with estate planning,Medicaid planning and many other elder legal issues.

Coffee Brews Encouragement & InspirationIt’s no surprise that Phyllis seems quite at home at the coffee shop.It’s a place where she has been meeting with/mentoring fellowsmall business owners and young lawyers for many years. “A lot ofgreat things can happen over a cup of coffee,” she explains. “It’s aplace where we can engage in conversations that really matter, askquestions, and more often than not, walk away invigorated withideas and information for moving forward in business.”

Phyllis knows the struggles that small start-up business ownersface. She went out on her own in 2006, building a successful firm– Phyllis Pearson Law – until taking on a partner in 2011. “Whenit comes to running a business, sometimes it’s as simple as helping

business owners learn about the ‘day-to-day’ things like what kindof copy machine or phones to use, how to shake the toner, or howto organize and store files.” As for mentoring young lawyers justout of college, Phyllis is aware of how hard it is to find jobs thesedays and does her best to offer advice and encouragement. It’s atask she takes to heart because as she looks back on being a“career” woman trying to find her way in the early days, the challenges were overwhelmingly against her.

When Phyllis decided to go to college, the assumed career path forwomen at that time was teacher, secretary or nurse. Phyllis hadn’treally planned on a career when she got out of college, however,she liked math. “My main focus was to get married,” she explains.She accomplished both marriage and a math degree, plus she landeda job at the Internal Revenue Service right out of college. “It wasthe only place I could get a job where they didn’t ask me about myfamily plans,” she laughs. It was also the first time that Phyllisbecame painfully aware of how women were treated differently.They were not allowed to work in the field, only in office audit. “I remember the question being raised as to how a woman couldcarry a purse and a briefcase at the same time,” Phyllis recalls.“That is such a ridiculous statement when you think about whatwomen are capable of today in terms of life and career success.”

But Phyllis stuck to her guns – quite literally! She went on tobecome the first female criminal investigator in Iowa, but admits it was a tough road having to prove she could do the job just asgood as her male counterparts. She carried a gun and badge, hadarresting powers, and was trained to use tear gas as well as dust for fingerprints/roll fingerprints. Even after finishing school inWashington D.C., she found herself sitting in the office, her training going to waste, because they wouldn’t give her any assignments. After talking to her district director, she got two

FEB • MAR 20134

COVER STORY Getting to the Heart of Business

Text by Becky KolosikPhotos by Molly Rogalla

Meet Phyllis Pearson

“Toughness Doesn’t Have to Come in a Pinstripe Suit”~ SENATOR DIANNE FEINSTEIN

Phyllis' years of practice in elder law has come full circle asshe steps into the role of caring for her own aging parents.

5FEB • MAR 2013

Phyllis and her husband, Dan, recently celebratedtheir 28th anniversary. Their dogs have been a partof the family for nearly half their marriage – Mistyis 13 and Fiona is 6 (they lost another dog, Beau,several years ago). “We enjoyed 15 years of a totallyclean and orderly house,” she laughs. “Having dogstends to humanize you in a good way.” The dogsprovide relief from the stresses and weight of twobusy careers (Dan is a CPA), but Phyllis alsoadmits that a tireddog is a good dog.“Misty has gone todoggie daycare fortwelve and a halfyears,” she says.“They get to havefun and frolic byday, so they areready to rest andrelax by night.”

Phyllis has also found that the dogs benefit business as well. The photos of Fiona and Mistyshe keeps in her office are always a conversationstarter with her clients. “It’s also opened up oursocial life, too,” she says. “We now go on ‘doggiedates’ with friends… like meeting at the dog parkor going for walks.”

cases and was later picked for a prestigious federal women’s program, in which she got on a steering committee that led efforts to help women further their careers.

A New Path in Life & CareerThings started changing for Phyllis in both her personal life and career. She left the IRS, her marriage ended… and she decided to go to law school. Relying onincome from her rental properties to get her through, she graduated from DrakeLaw School and was hired in 1979 as the first woman in her firm. Once again, she was faced with an uphill battle in a field dominated by men, but she was determined to succeed. “When I left in 2000, there were six women at the firm and today they make up about 50 percent,” she says.

After a short stint at a small, all-female firm, Phyllis struck out on her own and has never looked back. She began practicing elder law in 2004, and says, “I enjoy it because there is less time pushing documents and more time helping people.”After many years consulting with children of aging parents on issues such as long-term care, she has had to step into the role that many of her clients play. “My father recently had a stroke and we moved both my parents from an independent two-bedroom apartment to nursing care,” she explains. “I definitely feel like I can relate to my clients on a whole new level.”

The Power of NetworkingIn addition to her involvement with WOW, Phyllis is always looking to helpwomen get into those “tried and true” groups. She was the first woman to join the Des Moines Estate Planners Group and she continues to utilize her connections. In 2010, she took a good, hard look at her business and realized that many of her networking connections were being lost simply because she was too busy. With the help of business coach, friend and fellow WOW member, Lori Day ofFocus First, Phyllis was able to set some goals. “I had all this work coming in and I wanted to be able to take care of it,” she says. “I also wanted to be able to go on extended vacations and not be worried… and have a succession plan inplace.” She used the opportunity to add a partner, Matt Bollman, who, in addition to being an attorney, has a business background. Their first year together, withLori’s help, they narrowed their areas of practice and got processes in place. Theynow have four staff and a law student working with them. As for Phyllis’ extended vacations and succession plan, that is again where her partner, Matt, comes in.

As someone who has been in the business of helping others for so many years,Phyllis can now enjoy the freedom and flexibility to focus on herself and her family. “I see it as a privilege to honor my mother and father and be able to help them in their time of need.”

A Tired Dog is a Good Dog

“Dogs are not our whole life,

but they make our lives whole.”

~ ROGER CARAS

Near and dear to her heart —The paper weight (inset) is Phyllis’ badgefrom the IRS. More precious yet is family; pictured here is Phyllis withhusband Dan and their two poodles Misty and Fiona.

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FEB • MAR 20136

We’ve all wondered what we’regoing to do in case of emergency

in winter cold where our car is concerned.Here are some handy tips to ensure thatyou and your car survive the winter season.

Cooking SprayKeep the freeze out with cooking spray.Have you ever gone to open your car dooron a freezing cold winter morning, only tofind it froze shut? One sure way to preventthis from happening to you is to spray cooking spray on the rubber door sealsand rub it in with a paper towel.

Snow melts into your seals during the day and then refreezes at night. Theoils that are in the cooking spray prevent the water from melting into the rubberin the first place. So, get that bottle of cooking spray out of the kitchen andlet it help prevent your winter morning frustration with this proactive tip.

Hand SanitizerHand Sanitizer is not just for your hands anymore. I have another tip for areally good use for it. Sometimes during the winter car door locks can freeze.Nothing like being stranded in a parking lot when its thirty degrees below zero!To make sure this unfortunate incident does not happen to you when you aretrying to leave work, put some hand sanitizer on your key and the lock.

Hand sanitizers contain alcohol, the same main ingredient as most commercialdeicers. However, you must be sure it contains sixty percent or more alcohol,otherwise it will not work. Sanitizers that contain less than sixty percent won’tsanitize your hands either, so you shouldn’t carry it. So, carry a bottle in yourpurse at all times and be sure to have enough to handle your winter needs.

Vinegar: The Perfect SolutionYet another item from your kitchen pantry that can help beat the winter iceand snow. If you hate scraping ice and snow off your windows in the morningas I do, here is a way to make this task a lot simpler. What you want to do isice-proof your windows the night before. Fill a spray bottle with three partsvinegar and one part water and spray your car windows at night. In the morning when you go to work, your windows should be clear of the icy mess.

Vinegar contains acetic acid that raises the melting point of water preventingit from freezing. If you have forgotten to spray your windows the nightbefore and think you have missed your chance, you haven’t. Spray it on in themorning and watch the ice and snow melt off.

Winterizing & InspectionsBe sure to winterize your vehicle before winter. It’s important to have a safetyinspection, oil changed, fluids checked and changed and or topped off. Also,your tires should be in good condition. If your tires are wore down to4/32nds or lower they should be changed going into winter so that you cansafely commute.

It is also a good idea to have it inspected for safety in the middle of thewinter, after some tough winter driving. The snow and ice on the roads canbe very hard on the suspension of a vehicle. If you have parts such as balljoints that are loose, the snow and ice rutted roads can cause these parts to failmore quickly. If this happens while you are driving it may cause an accident.

So, as we snuggle in on that cold winter night; sleep well my friends inknowing that you have prepared your vehicle and yourself to carpe diem!

Jonna Warner is an Advisor to the Cars.Visit freedomairport@qwestoffice.net,email Jonna at:jonnawarner@ymail.comor call 515-285-7300.

Jonna Warner

AUTO Tips

Until next time, travel safe!

Jonna

FREEDOM TIRE & AUTO: Winter Service Tips

POSITIVE ATTITUDEMatt Wosmansky has been a pleasure to work with for ouradvertising needs. His positive attitude and great personalityreally shine through. He is the reason we have chosen to advertise with the Des Moines Radio Group!

Rich AndraschkoSKY ZONE

Call 515-280-1350 and be added to thislist of happy advertisers.

FULLY UNDERSTANDWe started advertising on KLTI and KRNT last fall and have noticedan increase in sales over the last several months. Annie Meacham andShelley Scott-Hoffman have been a lot of fun to work with creatingads. They ask all the right questions to fully understand your business,and are willing to make any necessary changes to make you feel totally comfortable with the ads.

Jennifer RobinsonSPECTRUM LIGHTING

GREAT EXPERIENCESince 2006 we have been advertising with the DMRG, and it has been a greatexperience from top to bottom...we’ve increased our brand awareness within ourmarket within a reasonable advertising budget...Laurie Brown has provided top-notch customer service, and she will work for us until we are satisfied…I was veryskeptical of radio advertising; ask me now and I wish we would have started earlier.

Joe NguyenANYTIME FITNESS - NORWALK

Scott & Pam NeffCENTRAL IOWA ORTHOPAEDICS

SATISFIED CUSTOMERSWe have received so many new patients through the testimonials from patients on the radio ads. We have been tracking through patient surveys. With so manychanges in insurances and changes in medicine, we have scaled our advertising toonly radio ads. Glad to have satisfied customers, and great advertising. Thanks!

What our clients are saying…

What our clients are saying…

7FEB • MAR 2013

Do you know what Aid andAttendance (A&A) is, how to

qualify, and who it covers? If youanswered yes, you are in the minorityof Americans. No? You are not alone.I ask this question first because as amilitary spouse, I didn’t know thisexisted until four months ago and the

program has existed for over 60 years. The A&A program is available tocertain military persons and their spouses or widows. If you want toknow if that could be you or someone in your family, you can visit theVeterans Affairs (VA) website. But finding this information may not beeasy and that is why so many veterans and their families have not heardabout this entitlement. And if you do find the info, you really need toknow the language of the government to make any sense of it.

Moving on, do you know the difference between Tax Avoidanceand Tax Evasion (hint: one is legal and the other is not)? Did you purchase Long Term Care Insurance and what type of coverage is it?Do you have enough money take care of you to the end of your life?Will you have money left over to pass along to your children? Whattypes of legal documents should you have on hand while you are alive?What documents do you need to take care of your family and yourwishes after you are incapacitated? After you die?

You might not know the answers to some or all of these questions.And what works for one person, might not work for another. Eachsituation is unique. There is one thing I do know - I need professionalsto help me out. I have an accountant and an attorney and a financialplanner. I have had an accountant and a financial planner for a whileand get regular “check-ups” on my plans. Now that I am 45 and own a business, I don’t have the time nor can I afford to makemoney mistakes.

When it comes to being a senior citizen in the US, your assets couldbe finite and subject to fluctuations of the marketplace. You need toknow how to keep as much money as possible to maintain your standard of living and not become a burden to anyone. You shouldmeet with a reputable professional to assist in protecting and maintaining your assets. Elder law professionals with in-houseaccountants are a great resource. The fees one has to pay far outweighthe potential loss if you act and don’t know the possible ramificationswhen making financial decisions.

There are too many good websites to list here, but you should be ableto contact your church, senior center or local non-medical home careagency for information about these sites. Better yet, you should beprovided with a list of local resources that specialize in your area(s) ofconcern. There is a commercial showing a doctor operating a jackhammer and the gist is “you don’t want a doctor doing your job, whywould you do theirs?” This is the same thing. Hire the professional,your bottom line will be healthier for it.

FIRSTLIGHTHome Care:How do I Make the Money Last?

Andrea Houk is the Owner of FirstLight Home Care. For more information,visit www.FirstLightHomeCare.com,email Andrea at: ahouk@firstlighthomecare.com or call 515-505-7012.

Do you hate to show your feet?Do you hesitate to wear open-toed

shoes, strappy sandals, or even flip-flopsbecause of ugly toenails? Ugly toenails canmake you feel terrible about your feet andembarrassed to show your toes. For people with ugly toenails even wearingsandals while walking the dog can be embarrassing.

If you seriously dread flip-flop season—as in you’d rather do your taxes twice than expose your toes to the world—you’re in good company. An average 13 percent of Americans, and roughly70 percent of the people that enter my clinic, have toenail fungus. Fungalnails become increasingly ugly and can be painful. For younger folks it is acosmetic issue; for more seasoned patrons, it is a pain issue. Toenail fungusthickens and discolors nails eventually distorting nail shape and causing nailsto crumble and trap debris. It’s not only embarrassing, but it can causecomplications for people with diabetes or immune disorders.

1. Know warning signs. More often than not, infections start at thetip of the nail and work their way into and under the nail, causing white,yellow or brown streaks to form as nails thicken.

2. Protect your nails from trauma. No one stubs their toe on purpose, but things like ill-fitting shoes can damage your nails and give fungus an opening.

3. Keep feet dry. Mold and fungus thrive in dark, wet places. Washyour feet and change your socks right after you exercise. Also, remember todry between and under your toes with a clean towel after you shower.

4. Practice safe pedicures. Pedicures can keep your feet lookingpretty, but highly trafficked salons are potential hotbeds for fungus. Ensurethey use safe autoclave sterilization.

5. Strengthen your immune system. A weakened immune systemmakes you more susceptible to fungus infections. Make an effort to reduceyour stress, get plenty of sleep, exercise, and load up on antioxidant-richfruits and veggies.

There are a variety of treatments for toenail fungus. Most have dubioussuccess rates. For example, creams and gels are about 8% effective. Oralmedications are about 50% effective, but require regular physician screeningto insure no adverse side effects. Laser treatment is FDA approved and up to88% effective on the first visit! Here’s what you need to know to make an educated decision as to whether the laser toenail fungus treatment is best for you…

The laser procedure itself takes only thirty minutes. There are no sideeffects and there is no down time. At the time of the procedure, the nailwill not become instantly clear, it takes time to grow out. It is fast, safe,effective and painless (some people may feel warmth or a pinprick) and youcan get back to work and play the same day as the treatment. The procedureis considered aesthetic, thus health insurance does not provide coverage;however, most HSA or flexible spending accounts cover this treatment.

ANP Foot & Ankle Clinic has been using the Cool Breeze laser successfully for over two years. With a 100% money back guarantee whatdo you have to lose except another day wearing tennis shoes to the beach?

FOOT DOCTOR:Are Your Toes ReadyFor Summer?

Michelle DeBlieck is the co-owner of A-Z Diabetic Foot Center. She is alsothe Certified Shoe Fitter and Podiatry Assistant at ANP Foot and AnkleClinics. Both clinics are housed under one roof for one-stopfoot care. “I believe footwear can be stylish and comfortable, no matter what type of shoe you need. Mygoal is to give you the fit you need with the comfort youdeserve”. To contact Michelle, go to www.feetdr.com oremail michelle@feetdr.com Call today 515-285-0242.

Michelle DeBlieck Andrea Houk

9FEB • MAR 2013

Spring is such a beautifultime of the year. It is atime for renewal…

planting and watching theworld come to life from the solace of winter. We have control over what kind of a daywe have for the most part. If we

set out to be happy we usually will end our day that way. Thetime that we each have been given is truly our own gift. What wechoose to do with that gift is a very personal matter.

There have been many quotes, songs, Bible verses, etc. that lendthemselves to this mind set. Everything is connected. If you planttomato seeds you will always get tomatoes...we reap what we sow.If you meet a total stranger and smile…the vast majority of timethe stranger will smile back. Try it…it’s fun!

As you ponder with yourself and determine what is most important to you I think of the family that I have and how blessedI am to have them. I would do anything for them. It is equallyimportant that you take care of yourself…for their sake. Many oflife’s events can be predetermined. Prepare for them and they willbe another stepping stone in your journey through life. If you donot plan, there is an opportunity for a disagreement. I am talkingabout having to make choices adverse to what you would like tosee happen. This could be in the face of illness, injury, disability,lack of financial means, retirement, etc. I spend my day each dayhelping families plan for what they want to happen and preparethem for what may happen that is for now unforeseen. This creates peace and happiness.

As health insurance continues to be an increasing financialexpense, so does the cost of the medical treatment and supplies. Itis important to know what you have and how to use it. It is notuncommon for any of us or our students to take a Spring Breaktrip. Do you know how your insurance works outside of your localarea? What if you travel outside of the country? Take the time toreview your policies and know where you stand on this issue. Also“wellness” or preventive” checkups can be very beneficial to you.Know what that includes.

If you would have a disability could you continue to pay theexpenses as they are now? I cannot stress enough the importanceof protecting your income. If you have disability insurance, doyou know what you would really net for your take home pay? Do you know how this would be taxed? How does that compareto your regular earnings? Would you have to change your lifestyleor depend on family? Dig it out and let’s look at it.

As we all age we think of the next step in our journey. We watchour parents walk before us. How many of us know what will happen to our parents when they need a little extra care? Whendoes it make sense to leave the house and move into an easiermore enjoyable, better suited for our needs, dwelling? Does this

always have to be a firedrill? No planning is usually the reason that it isa forbidden subject andmet with resistance. Noplanning causes insecuritiesand what ifs. This is a timewhen family can becomedivided rather than to sticktogether when you needthat team the most. Don’tput your family in thatposition and then be dissatisfied later. Beresponsible and do a littleplanning. It is a relief!Sears Insurance can offer the template and we can adjust accordingly to your wants and needs. It’s a free service!

Your nest egg should be protected at all cost. We suggest tax-deferred, fixed annuities. They are safe! They accrue taxdeferred, you cannot lose principal and you have access. I listen to many financial planners. The average return (after taxes over thecourse of 50 years) is about 3%. If you can accomplish that andmore without the gamble of losing principal, should you acceptrisk? These also have stated beneficiaries and are paid directly tothe heirs at the time of death. This saves time and dollars.

Call us for a FREE consultation on all of your insurance and estate planning needs.

Learn about us on our website www.searsinsurance.info.We have an RSS feed and/or feel free to “like” us onFacebook to receive the most current information.

Sears Insurance has been recognized again in 2011 as being in the Top 1%for Wellmark Blue Cross and Blue Shield in Iowa.

Please Call Us at: 515-285-6766www.searsinsurance.info • searsdebra@aol.comWE ARE #1 IN HEALTH INSURANCE!

Debra L. Sears

And in the End, the Love You Takeis Equal to the Love You Make ~ The Beatles

Friends and associates routinely email print ads,

television scripts, or ad conceptsto ask what I think. Much ofthe time they ask if I’ll revise it,and send it back all “shiny,” asone friend puts it. I “break outthe shiny” for clients all daylong. For friends, I have begunto give fishing lessons.

Last summer my friend Allie routed a TV campaign to me. Shewasn’t happy with it, but she couldn’t pinpoint the problem. “Allthe pieces are all there,” she wrote. “The products are all there, butit feels ‘off ’ somehow. ”

As I read through the scripts, I noticed that there were more thana dozen typos and errors in grammar in just one of the 30-secondscripts. The errors weren’t the real problem.

I was familiar with her company brand, how it’s woven into theirdirect mail, web content, and radio messaging. The televisionscript was a complete departure. The writer had used a few sentences from the website, but it wasn’t on current strategy anddidn’t have their brand feel.

I went to work, cut a third of the copy, offered a suggestion on thedirection of the graphics, and added a note to reconsider two ofthe shots with specific guidance on replacements. I was just aboutto hit reply when I reread the last line of her email. “Thanks, Icouldn’t do it without you. You’re a genius!”

Here’s the deal. I’m not a genius, I’m experienced. That’s why Iknew Allie was the genius. When you can look at a project andfeel problems, you possess branding genius. Allie needed confidence in her ability to call the shots. That’s when I decided togive her a fishing lesson.

Allie,Congratulations, what you’re feeling is exceptional. You’refeeling a shift in your brand. If it feels “off” to you, it is.Look again, and you’ll be able to feel what you object to.

The best integrated marketing campaigns are focused, Allie, beginning with the style and message. Your advertising and marketing efforts should share a common thread, a consistentvisual style, and a consistent message and messaging style. All adsin every medium should look, feel, and sound as though they werecut from the same cloth. Not like copies or a three-piece suit, likeseparates that work together.

You spent last year focused on branding at square one: stating whoyou are, what you do, delivering a consistent service promise, letting your prospective consumer know what they can count onfrom you—all while selling specific products and services.

Maybe you’re ready to change. Whichever messaging strategy youchoose, be consistent across all media channels— from your TV,through your print, radio, and the church bulletin. It doesn’t haveto be a boring suit; mix your separates.

Keeping your style and messaging consistent across all media reinforces your message, promotes consumer trust, and deliversthe best response for your ad dollars.

Two more tips. First, when you want feedback, assemble yourgenerals, not the troops. Two or three TRUSTED business confidants will almost always serve you better than dozens ofopinions from friends and family members.

Finally, it’s up to you to hold your brand. You know what yourbrand feels like. Trust your instincts, because you’re a genius. Go fish.

FEB • MAR 201310

Annie Meacham is busy enjoying life as a freelance writer andfull-time marketing specialist with Des Moines Radio Group.Her roots recently led her back to Des Moines after seven years in Minneapolis working in direct response television and radiofor an impressive list of well-known brands, including: Bare Minerals, Lumber Liquidators,CareOne Insurance, Proactiv Solution, and Rosetta Stone.

Annie Meacham

Fishing Lessons in Advertising“If I give you a fish today, you will be hungry tomorrow.If I teach you to fish today, you will never go hungry.”

Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 12345 University Avenue, Clive, IA 50325. Securities products/services and advisory services are offered through PAS, a registered broker-dealer and investment advisor, 515-457-1286Ann A. Merkley, Field Representative. The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Merkley Wealth Associates is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.

e don’t offer cookie cutter solutions…

We customize your financial “recipe”with compassion & a personal touch!

Ann A. MerkleySenior Partner

Merkley Wealth Associates Field Representative of the Guardian

Life Insurance Company of America, NY.Financial Architects

12345 University, Suite 200 Clive, IA 50325

515-457-1286ann_merkley@glic.com

MERKLEY WEALTH ASSOCIATES

Merkley Wealth Associates is an all female comprehensive

financial services firm.

R ecently, my father had a stroke. At the time, my

parents were living in a two-bedroomapartment (independent living) in asenior community. My mother,recovering from gallbladder surgery, wasvery weak and was “loopy.” My fatherwas lucky that she had been able to callfor help.

At that moment, my brother and I needed Powers of Attorney. We neededone to move our mother to a nursing home and one to make medical decisionsfor our father. Then we needed to take control of their financial affairs sinceneither one was in a position to handle their own financial affairs.

We looked for the Powers of Attorney in the file drawer of their desk. Lots of neatly labeled files but no Powers of Attorney. Then a trip to the bank where we emptied the safe deposit box. There were estate planning documents, a trust and a will for each of them, but no Powers of Attorney.Then to their Nebraska attorney’s office. The attorney, who had prepared thetrust and wills, told us that he had not prepared Powers of Attorney for thembecause my parents told him “they already had them.” Bottom line: my parents thought they had Powers of Attorney but they did not.

What are we referring to when we talk aboutPowers of Attorney? Three different documents:

Financial Power of Attorney A financial Power of Attorneyis a written document naming an agent to act on your behalf in financial matters. These powers are general and all inclusive and include the power tomanage all bank accounts, buy and sell assets, including real estate, apply forbenefits and participate in government programs, hire and fire professionals.Generally, to perform any financial act that you do for yourself.

Healthcare Power of Attorney Iowa law allows you to namean agent to make medical and healthcare decisions on your behalf. This isthe Healthcare Power of Attorney, often referred to simply as a DurablePower of Attorney. With the Living Will, discussed below, it is yourAdvanced Directive (directive made in advance).

Living Will This is the statement that you do not want the administration of life-sustaining procedures if your condition is terminal or you are in a permanently unconscious state. Your condition must be verified in writing by two physicians.

What did we do about getting Powers of Attorney for my parents? Myfather was paralyzed on his left side but was competent and could sign hisname with his right hand. My mother recovered from her “loopiness” and wasable to sign her name. So a few days later we had their Nebraska attorney gettheir signatures on Powers of Attorney, naming my brother as their healthcareagent and naming me as their agent for their financial affairs.

ESTATE PLANNING:Powers of Attorney:Your Most Important EstatePlanning Documents

Phyllis Pearson is the senior partner of Pearson Bollman Law and has been practicing in theareas of wills, trusts and probate for more than 30 years. In 2004 she added the area of elderlaw as a practice area. Elder law is often referred to as “later in life estate planning,” andrelates to the protection and distribution of assets should you or a loved one be faced withentering a nursing home. She also is an accredited attorney with the Department of VeteranAffairs. This permits her to represent clients in the preparation, presentation and prosecutionof claims for veterans benefits, including the Aid and Attendance Benefit, before theDepartment of Veterans Affairs. To contact Phyllis, go to www.pearsonbollmanlaw.com oremail phyllis@pearsonbollmanlaw.com

FEB • MAR 201312

Phyllis Pearson

Istarted a meeting the other day with a potential client by

saying, “So, how do you feelabout social media?” He said, “Ifeel as if it is the detriment to oursociety and will end our culture as we know it.” Ouch! However,he really made me start to think about how social media is changing our world. We have all heard the negative stories involving

social media, cell phone use, and the internet. I truly feel that we areall responsible to serve as examples of how to use these technologies.

Social Media Etiquette: 1. Don’t leave your cell phone out while eating. Checking your phone while in a conversation with someone is veryrude. Yes, we are all doing this, but friends, we need to stop. Youknow you will check the phone, get distracted by some bright shinyobject, and end up missing the point of the conversation.

2. Online 24/7. How did my cell phone become a convenience for you? I thought itwas a convenience for me. I thought these technologies would giveme more time. Checking your status update, email, and text messages100 times a day is a waste of your time. Try to think about a fewthings that you should be doing instead. Maybe helping a charity,learning a new language, or reading a book.

3. Settings are very important! Knowing the difference between public and private settings is veryimportant. You need to understand what they are and how to usethem. If you would like a free overview on how to eliminate the postsabout what your friend had for dinner while keeping them as afriend, please email me.

4. Help the teenagers. First of all, the online regulations require one to be at least 13 years old.Giving your child unlimited and unknown access to the internet is a verybad idea. How many of you have seen someone’s child post somethinginappropriate online? What did you do about it? Go to my Facebook pagesand let me know how you handled it (www.facebook.com/moth.media).We all need to help teens understand why posting negative photosand comments will have a negative effect on their lives down theroad. Teach them to talk on the phone, handle conflict in person,and to have respect for themselves. Email me for a free contract foryour teen to sign prior to starting his or her social media journey.

Remember, we are all in this together! No one knows where technol-ogy is headed. If we all agree to have social media, email, and phoneetiquette, it will change the way we are headed.

SOCIAL MEDIA:Etiquette

Moth Media - Raylee Melton is the owner of Moth Media, LLC. “I want to use myexperience to help businesses improve, utilize and enjoy social media as a tool toincrease profitability.”

Let’s Connect! www.moth-media.net Yes, we love talking on the phone! 515-520-0149 www.facebook.com/moth.media • Twitter: @MothMediaLinked In: Moth Media

Raylee Melton

I f you were like me, chancesare you were wondering if itwas time to don a parachute

as the reality of diving off the fiscalcliff was becoming more possibleevery day. However, Congressapproved an 11th hour agreementand President Obama made it officialwith his signature last month. Sowhat does that mean to us? Good news and bad news.

First the bad news. As you probably can tell by looking at yourpaycheck, everyone’s taxes went up by the 2% payroll tax holiday thatexpired and was not extended to 2013. You are now paying 6.2%social security taxes instead of the 4.2% that you paid in 2011 and2012, and you will pay it on all earned wages up to $113,700. Thismeans approximately $19 a week in additional taxes is being withheldfor those making around $50,000 a year. If you are self-employedthis affects you also, as your rates went up from 13.2% to 15.2% forthe self-employment tax on your business income.

Income tax rates also increased, but only on high income individuals.The top income tax rate went from 35% to 39.6% for those individuals making more than $400,000 and for families making more than $450,000.

The agreement also reinstates the phase out of itemized deductionsand the personal exemption for individuals with income over$250,000 and couples with income over $300,000. These itemsreduce tax benefits, therefore increasing the taxes paid by high income people.

Now for the better news. Regarding the alternative minimumtax (AMT), the agreement included an AMT “patch” that increasedthe exemption amount for 2012 from $45,000 to $78,750 for marriedfilers. And more importantly, the AMT will continuously be adjustedfor inflation going forward – thus eliminating a need for a “patch”each year. YEAH! This was one item that if it did not pass, wouldhave had an immense impact - increasing the taxes for 30 million taxpayers! I am so glad they came up with a permanent fix. (Well, as permanent as anything can be in Washington!)

Top tax rates on capital gains and dividends increased to 20% forthose high income individuals, starting at the $400,000/$450,000income level. This was considerably less than President Obama’s proposed rate of 39.6%.

More good news is that the $1,000 child tax credit, the enhancedearned income tax credit, and the enhanced American OpportunityTax Credit for college tuition will be extended. These credits areextended through 2017.

On the estate and gift tax front, the inflation adjusted $5 millionexemption will continue, but with an increase in the tax rates from35% to 40% for the larger estates. In addition, the act made theportability election permanent. This election allows a survivingspouse’s estate to benefit from the deceased spouse’s unused exemption, providing shelter for married couples.

There was some goodnews for businesses too.The agreement keeps inplace the Sec 179 and50% bonus depreciationthat allow businesses todepreciate asset purchasesmuch quicker than normal depreciationmethods. The Sec 179election allows businessesto expense up to$500,000 of equipmentpurchases with the $2million phase out.

In addition, several popular business provisions that had alreadyexpired were reinstated retroactively and temporarily extended including the Research and Development Credit and WorkOpportunity Tax Credit. The new legislation also extends through2013, and in some cases modifies a number of energy credits and provisions that expired at the end of 2011, including credits for:Energy-efficient new and existing homes, energy-efficient appliancesand alternative fuel vehicles.

Needless to say, after a long wait we are very glad to have some certainty related to taxes, and not have to worry about falling off the fiscal cliff. This new tax legislation will help us to better navigatethe lay of the land, and also provide us with the information neededfor future tax planning as we move forward.

Don’t wait. Now is an excellent time to visit with your tax adviser,who can help you plan to minimize the new tax increases and takemaximum advantage of the extended tax breaks.

Kathi Koenig

13FEB • MAR 2013

Fiscal Cliff Legislation Passed —

No Need for a Parachute

McGowen, Hurst, Clark & Smith, P.C. is one of the oldestand largest local firms in Central Iowa. Founded in 1946, weproudly celebrate 65 years of providing our clients with theaccounting, auditing and business consulting expertise neededto grow their businesses.

As a matter of fact, we prefer to think that our firm offers youmore than accountants...we offer you business partners - partners dedicated to the success of your business. Give us acall today at 515-288-3279 and let us show you there really ISa difference in accounting firms.

Kathi Koenig, CPA, Partner – WDM Office McGowen, Hurst, Clark & Smith, P.C., kkoenig@mhcscpa.com, 515-288-3279.

Today, many womenallow their spouses tomanage and control

every aspect of their finances –from the household checkingaccount to retirement planningand investments to the mortgage and living will. Iconsider myself to be a bit old school in the sense that I

desire for my husband to be the head of our household.However, I have to admit that one of my favorite movie quotesis from My Big Fat Greek Wedding where the Mother tells herdaughter in a very thick Greek accent, “The man may be thehead, but the woman, the woman is the neck and she can turnthe head in whatever direction she wants.”

As an experienced banker, I can’t begin to tell you howmany times a widow or divorcé has come to my office andtold me that they were so accustom to their husband managing the finances that they now feel completely lost –even when it comes to simply paying the bills. I am a firmbeliever in the sanctity of marriage, however it is a wellknown fact that over 50 percent of today’s marriages end indivorce. It’s also true that most women will outlive theirhusbands, so it’s important to be “in the know” and anactive partner when it comes to your finances.

1. Establish a budget.If you have previously read

my column, you know that I am a big fan of creating abudget. If your husband does not already have a budget inplace, ask how you can work together to create one.

2. Begin paying the bills. This is the best way to geta handle on your family’s finances and monthly cash flow. I recently had lunch with a client who has become a friendthat I highly respect. As the new CFO of a local, small business, she took over the payroll process, knowing that itwould be one of the best ways to learn the business.

3. Ensure you are an owner on the householdchecking and savings accounts. Develop a good

relationship with the banker assigned to your portfolio. Heor she will be the person you need to go to with questionsin the event of an unforeseen circumstance.

4. Meet with your financial advisor. Whether you meet together with your husband or separately, this will help you understand where your funds are allocated and ensure you have a retirement plan that meets your long-term goals.

5. Review your insurance policy and meetwith your insurance agent. This will ensure youhave proper insurance coverage and adequate protection ofyour financial legacy. Use this time to also determinewhether you have proper life insurance in place to cover anyone-time or ongoing future expenses and/or loss of income.

6. Apply for yourown credit card.If you are merely anauthorized user on yourhusband’s account,apply for your owncard so you can startor continue to buildyour personal credit.

7. Get organized. Create a central filing system with all ofyour financial records. If you already have one, make sure youknow where it is and that it’s easily accessible. An electronicfiling system is best as long as you have the data backed.

8. Meet with an attorney or estate planner.Life is precious and you never know what could happen, soit’s best to be prepared. Establish a will or trust to ensureyour financial legacy is protected and distributed exactly theway you intend.

I am blessed with a husband that considers me a partner in all aspects of our marriage and financial decisions. I want my family, friends, clients and WOW readers to feelempowered, and that can only come with knowledge andunderstanding. Don’t delay… make the decision to takecontrol of your finances today!

Katie Heim is the AVP Business Development Officer for Two Rivers Bank & Trust.

FEB • MAR 201314

Katie Heim

Member FDICL E N D E R

Empower Your Financial Self

Eight Ways toBecome a “Money-Wise”Woman

15FEB • MAR 2013

Carlene M. Hinds, LPA, EASENIOR ACCOUNTANT/MANAGER

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Calendar of Events

FEB • MAR 201316

2013 Women of Worth Series “Striving to Thrive”

Our March Non-Profit Organization Spotlight: Young Life is a Christian outreach ministry to teenagers. It is Young Life’s vision that every adolescent should have the opportunityto meet Jesus Christ and to begin a relationship withHim. Through volunteer leaders building meaningfulrelationships with teens, Young Life’s desire is to introduce teens to the person of Jesus Christ.www.younglife.org.

In Your Life, Your Business & Your Finances

FEBRUARYEconomic Forecast: Will the Outlook be Sunny in 2013? 2012 brought a bounce-back in the housing market, a reboundin consumer confidence, and state/local spending no longerdetracted to growth. Progress on the European debt crisis alsoremoved some volatility from financial markets. Finally, at the 13thhour, Congress passed a deal to resolve the fiscal cliff… creatingsome certainty for the income tax policy.

However, businesses that survived the “Great Recession” and sluggish economy over the last several years are left to speculateabout how the markets will react as Congress and the President wrestle with the debt ceiling/spending policy - and more broadly -on what the U.S. economy and markets will look like for 2013 as awhole. Will the sun come out or will the economic cloud loom? Theoutlook depends on several things: Washington’s ability to deal withfiscal issues here at home, whether or not global growth rebounds, aswell as the continued progress on structural reforms in Europe.

Join us in February as we welcome Robin J. Anderson, anEconomist with Principal Global Investors. She will help you betterunderstand the many factors that may shape the U.S economy thisyear - and more importantly - how they will affect your life, yourbusiness and your finances.

Thursday, February 21, 201311:30 am - Arrival and Networking (Optional)Noon-1:00 pm - Lunch, Presentation and Commercials1:00 pm - 1:30 pm - Optional NetworkingWe will begin the programming promptly at noon. If you wish to join us for lunch, please arrive by 11:45 a.m.

MARCH

Thinking... it’s something we do all the time. Thinking comes naturally to us as we go about our day solving problems, making decisions, or even just observing and making sense of the world around us. And because it’s so natural, we often take it for granted –we don’t ‘think’ much about it, believing instead that our thinking is just fine, thank you very much!

However, the quality of our thinking affects the quality of our lives. If our thinking is unrealistic, we will often be disappointed. If our thinking is flawed, our decisions will lead to poor outcomes. If our thinking is limited by assumptions we make, we restrict our opportunities, creativity and innovation.

For more than 15 years, Dr. Terri Deems has helped peopleimprove the quality of their lives through critical thinking and the intentional use of intellectual values, strategies and skills. Join us in March to work with Terri on uncovering your thinking obstacles and to learn how to more effectively analyze your own thinking and the thinking of others!

Wednesday, March 27, 201311:30 am - Arrival and Networking (Optional)Noon-1:00 pm - Lunch, Presentation and Commercials1:00 pm - 1:30 pm - Optional NetworkingWe will begin the programming promptly at noon.If you wish to join us for lunch, please arrive by 11:45 a.m.

Our March Presenter ~ Dr. Terri Deems, Vice President, WorkLife DesignDr. Deems has a ‘patchwork’ career as a privatecoach, trainer, and consultant who works in theareas of personal and organizational change, development, and transformation. She also serves as an adjunct instructor at Upper Iowa University

and as a clinical faculty member at Drake, working with the master’sprogram in adult learning and organizational performance. With herfather, Dr. Richard Deems, she has published three books and is currently working on a photo-history book of Ankeny. All her manyactivities have one thing in common: her passion for helping otherslearn and grow, to move from where they are to where they want to be!

Dr. Terri Deems, WorkLife DesignTADeems@WorkLifeDesign.com

Thinking About…Thinking!

Our February Presenter ~ Robin J. Anderson, Economist,The Principal Financial Group

Robin is an Economist for Principal GlobalInvestors. She also works with the EconomicCommittee and the Chief Global Economist, Bob Baur, on weekly commentaries and macro-economic strategy. Prior to her currentrole, Robin served as an Economist at the U.S.Census Bureau. She received her B.A. inEconomics from the University of North Carolina at Chapel Hilland a Ph.D. in Economics from the University of Washington.

Robin J. Anderson, The Principal Financial Groupanderson.robin@principal.com

Our February Non-Profit Organization Spotlight: Teen Challenge of the Midlands helps men, women, boys and girlswho are struggling with drug addiction. Most of the centers offer a12-18 month residential program designed to help individuals learnhow to have a personal relationship with Jesus Christ, and in turn,live drug-free lives. The programs offer a balance of Bible classes,work assignments, and recreation.www.tcmid.org

If you would like to be a presenter for our upcoming 2013 calendar,contact Jennifer at 515-779-1733 or prelogoli@msn.com. For info on

how to register for an event, go to www.findyourwow.com.

Authorized Independent Agents For

Debra L. Sears515-285-6766

www.searsinsurance.info • searsdebra@aol.com