Each of us depends on Ohio’s mineral aggregate resources. Every American born today will need 3.6 million pounds of minerals, metal and fuels in his of her lifetime, including 1.7 million pounds of aggregates and industrial minerals mined in Ohio. Further, aggregate mined here in Ohio is used to build our roadways, homes, schools and hospitals, among other uses.

“Aggregates and industrial minerals mined in Ohio include limestone and sand & gravel for roads, bridges, asphalt and concrete for roads, bridges and buildings, clay and shale for brick, block and pavers, gypsum for wallboards, industrial sand for drinking and wastewater treatment and salt for melting ice in winter and softening our water at home,” said Patrick A. Jacomet, Executive Director of Ohio Aggregates and Industrial Minerals Association (OAIMA). “Agricultural lime, also from mining, allows farmers to enhance their soils, increase production and decrease dependence on fertilizers and pesticides.”

The aggregate and industrial mining industry is vital to Ohio’s economy. Last year, Ohio’s miners produced over 137 million tons of industrial minerals valued at over $800 million. The industry makes a significant contribution to Ohio economy, employing more than 5,400 people averaging over $40,000 in yearly salaries. Another 40,000 are employed indirectly in Ohio’s mineral industry as truck drivers, electricians, mechanics, engineers, office personal and other related professions. In fact, a recent study shows, that for every one dollar of output from industry an additional $1.58 is generated in national economy.

Quarries must operate in areas where quality deposits exist. Aggregates and industrial minerals are produced in 86 Ohio counties from approximately 730 mining operations statewide. Unlike other businesses, aggregate facilities can only operate where quality deposits exist. Access to quality aggregate resources is critical to economic viability of state of Ohio and is key to a solid infrastructure and safe and efficient transportation system.

“OAIMA promotes awareness of industry throughout community,” explained Jacomet. “Our website, at www.oaima.org is an educational project in progress and hosts a Teacher’s Corner.”

Website visitors can click a red apple in top right corner for PowerPoint presentations and other free resources.

Of course, I've received many reminders and offers about renewing; magazines try very hard to keep subscribers they've got. So when last issue came with a special promotional wrapper on cover, I wasn't surprised.

But, what made this one interesting was a clever piece of copy that hit an emotional chord: inside back cover of special wrapper were words, "You're about to be dropped from our list of active subscribers. Unless you act now."

Personally, I thought it was an effective piece of copy (even though I still won't renew). It made an emotional case for what is essentially a business-to-business offer.

Many people who write persuasive copy, whether in sales letters or internal memos, say rest of us underestimate power of emotion in getting response we want from our messages.

There's a sort of rule of thumb that goes like this: Consumers buy on emotion and justify on reason. In other words, we, as buyers, think we're being rational in making a decision to purchase, or in choosing among different offers, but in reality we make decision with our hearts and then justify that decision with our reasoning powers.