Most people think of heartburn as a normal part of life - uncomfortable, but normal. Everyone they know gets heartburn at one time or another. They know the television ads by heart - the ones that show people thumping or rubbing their chests to indicate they have heartburn. Typically, people take an antacid and suffer until the burning sensation passes.
Heartburn symptoms are indeed common, but that is no reason to treat them too lightly. Heartburn symptoms do not happen by accident. They are a warning issued by your digestive system.
Heartburn symptoms must be considered in the context of their closely-related concerns: acid indigestion, acid reflux, acid regurgitation, non-cardiac chest pain, and sour stomach. Heartburn symptoms should also be considered in relation to GERD symptoms.
Heartburn symptoms closely resemble the symptoms of all the above, especially symptoms of acid.
Frequently-described Heartburn Symptoms
Heartburn symptoms are most frequently described as a burning sensation. Some may say they feel heat or warmth in the upper abdomen. Others describe heartburn symptoms as pain in the lower chest.
Heartburn symptoms occur behind the sternum - the central breastbone. The location, near the heart, is the reason for the name "heartburn," but the heart is not involved. Some have described their heartburn symptoms as a feeling that the heart is on fire.
In addition to the burning pain, heartburn symptoms can include trouble swallowing, nausea, gas, and bloating.
Heartburn symptoms last as long as 2 hours for some. Some people have difficulty sleeping due to heartburn symptoms.
Why Heartburn Symptoms Need Attention
Heartburn symptoms, whether mild or serious, occasional or frequent, need attention. Let's look at some of the reasons, beginning with one of the most serious.
1. Heartburn symptoms can feel much like heart attack symptoms. If you have heart disease, or are at risk for heart disease, seek medical attention immediately, even though you believe it may be heartburn. It is not worth risking serious or fatal results.
2. Heartburn symptoms, if frequent, can lead to serious medical concerns such as cancer of the esophagus. The acid that washes back into the esophagus can damage the sensitive linings of the esophagus, and lead to GERD. As it worsens, cancer can develop.
3. Heartburn symptoms are not isolated pain. They occur because something is not right in your digestive system. Heartburn symptoms are warnings. Just as you should not ignore warning lights on you car's dashboard, you should not ignore the warning provided by heartburn symptoms.
Cause of Heartburn Symptoms
Heartburn symptoms are caused by a malfunction of the sphincter muscle at the bottom of the esophagus. This ring of muscle, the lower esophageal sphincter, is known in shorthand as the LES.
The first job of the LES is to open so that swallowed food can enter the stomach. Its second job is to close quickly to keep stomach food and juices from washing back into the esophagus.
When the LES is weakened, pressured, or relaxes inappropriately, it malfunctions. Stomach juices, and even bits of food, reflux (wash back) into the esophagus. Since the linings of the esophagus are not meant to handle the strong stomach acids, the nerves react with a sensation of burning.
Listen to Heartburn Symptoms
Since heartburn symptoms are the result of a malfunctioning LES, it makes sense to learn why the muscle is malfunctioning.
1. Does it need more oxygen?
2. Does it need more potassium or other electrolyte?
3. Is it dehydrated?
4. Would exercise strengthen it?
When another muscle malfunctions, we treat the muscle to strengthen it. Ask your physician how to strengthen your lower esophageal sphincter (LES).
Disclaimer: The author is not a professional health care provider, and intends the above for educational purposes only.
I Need Your Attention
Everything is exactly the same size, and everything is given the exact same amount of attention. Throughout the entire catalog this format is used. Every page looks exactly the same as the page before it. From beginning to end there is no variety beyond what items are in each of those little boxes, but then, because it looks so similar, the items might as well be the same.
I find myself growing bored looking at the catalog because there just isn't anything interesting to see. I bet some of those items might've grabbed my eye under other circumstances, but because they're made no more important than anything else, they fade away, never to be seen or noticed.
Don't let your catalog printing turn out like this. A catalog without proper emphasis on certain items, without varying designs and layouts, and without any change from page to page is a blatant waste of money.
Catalogs take quite a bit of time to get through. You might not be reading it in the same way that you would a normal magazine or book, but you still have a lot of pages to sift through, and I have to be given a reason to look at all of them.
If you aren't getting creative with your designs and if you aren't giving some products more of your attention than others than you aren't getting the most from your catalog printing.
Not all products hold the same value. Some of them aren't going to be big sellers and aren't going to attract a lot of attention, while others are going to be the centerpiece of the catalog, and should be treated as such.
When you go to see a movie, are they giving the same amount of screen time to every single actor in it? Of course they aren't, because that would make for a boring movie. The stars of the movie get the most attention while the co-stars get considerably less time on the screen, because they aren't as important, and they aren't what sells the movie.
Take that model for your catalogs. Give your star products a star treatment. Give them an entire page to work with rather than a tiny box among a page full of tiny boxes.
Not only will this give people easier access to those better selling products, but it by default adds more variety to the layout of your catalog, and makes it more interesting to look at.
Start giving your star products all of the attention they deserve, and stop making the co-stars just as important.
Both Anna Hart & Colleen Davis are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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