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justintheng

Sales: How To Find Your ‘Range’

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Recently I was working with a client and his new sales guy was young, and ambitious. there was one problem though, he only had one tool in his toolbox.

Confidence.

Confidence is a great attribute in Sales, no doubt. But often inexperience gives young sales people a false confidence because they haven’t been out in the wild, slapped around a bit, until they learn to be resilient and adaptable.

Anyway this client of mine, who is a rockstar boss, was almost pulling his hair out because this young sales gun kept bulldozing prospect calls with pushy confidence. When he got any kind of resistance from a prospect, he just double downed with more confidence, which escalated to the point of arrogance.

When you’re a hammer, every problem looks like a nail. You only know how to hammer, so that’s what you do.

Even if a problem needs a twist, with a screwdriver, you don’t care. Because you’re not a screwdriver.

So you smash that thing as hard as you can.

You may laugh. But it’s not that funny when it’s costing you pipeline revenue though, like it was with my client.

How do I know this? I used to be like that unfortunately.

Back in my advertising days, even though I was quite high up in the food chain, as a Creative Director, it took a more seasoned business professional to give me the feedback I needed to hear.

We were in a pitch together, and I was kind of bulldozing the client with charisma and confidence.

Afterwards, the managing director of the agency pulled me aside privately and said, “You were great in the pitch…but…I think you need to work on your range.”

I was of course, pretty pissed off with the comment, and fired back with more bravado and confidence.

But he was right. I only had one style, one tool. Over time, I learned a broad range of ways to connect with a prospect.

So much so, that I got the reputation for being “magic” with clients. Becuase I’d barely say anything, and prospects would turn around from saying, “No no no,” to saying, “Maybe, maybe, actually, actually, yes, yes, yes.”

I’d even get called into sinking Sales conversations I wasn’t a part of, to help turn them around.

I wasn’t using any shiny Sales tricks, I was just connecting, with range.

If there were a magic underlying trick I would say it’s finding your authentic voice. You’re not always a hammer, you’re not always a screwdriver, or pliers. You are different things in different contexts, just like your prospects.

The sooner you work on that, the more you’ll improve your conversions.

What’s your authentic voice? How many tools do you have in your sales bag?

I hope you can start thinking about your authentic voice.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months.

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here

4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

Are You A Puppy Dog Or A Chicken?

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I was on running a Marketing Bootcamp session the other day with a new group of clients and something that came up was that while it seemed like lead generation was the most critical thing to address, there was actually something even more pressing.

Don’t get me wrong. A strong lead pipeline is the lifeblood of any services business.

But what about the clients you already have that are ‘less than ideal’ in the tier of service they receive from you.

Sometimes in these sessions the first thing that we discover is that there are actually a ton of customers in their database that could be a part of something much bigger, but are sitting in ‘entry-level’ services.

How do you know if that’s you? So now let’s get more specific.

The first thing to do is to identify what an ideal customer looks like, and call it a phase.

When you have defined what an ‘ideal customer phase’ looks like, then you can create a pathway from ‘Entry-level customer’ to ‘Ideal Customer.’

Whoa, hang on a minute.

Am I saying that even after a prospect becomes a customer, I’m still treating them like a prospect.

That’s exactly what I’m saying.

It’s a relationship ladder, starting with “I don’t know you,” through to “I trust you,” all the way through to, “I can’t believe I ever did this without you, and I need to tell other people about this.”

Now determine what steps need to go into place, to move them from one end to the other. How can you communicate and keep them engaged? How will you communicate the problems that you could solve if they would go the next step with you?

One of the best ways to increase your revenues is to think about how to methodically move entry-level customers into ideal-level customers. Document your pipeline, not just as leads from prospects into customers, but from customers into brand ambassadors – Where they love you, depend on you and tell the world about you.

Do you know the difference between a farm hen and a puppy dog?

Of course you do.

A farm hen, produces eggs, and people don’t ask for the hen. They just want the egg. They don’t care what hen they get the egg from either.

But a puppy dog! They’re treated like a member of the family. If something goes wrong, people drop everything to take the puppy to the vet.

Now look at your services. Are you a replaceable farm hen, or the puppy dog?

Ideally, you’ll be a mix of both. But move customers from seeing you as “farm hen entry level” to “puppy dog level.”

Be the puppy dog my friend.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months.

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here

4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

Do You Sell Services Or Solutions?

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Did you know that your services are not your solutions?

In your business, you might actually be helping someone overcome a fear, or you might be providing the age-old human desire for convenience. It is incredible what people are willing to give up in order to get convenience.

Don’t assume that a prospect or customer is thinking about your product or service as solution that is going to address their need (yet).

They may not even know about you just yet.

Not sure what I mean? Let’s look at the basic human drivers that make people take action.

There are five Core Human Drives that influence people’s behavior:

  1. Drive to Acquire: the desire to collect material and immaterial things, like a car, or influence.
  2. Drive to Bond: the desire to be loved and feel valued in our relationships with others.
  3. Drive to Learn: the desire to satisfy our curiosity.
  4. Drive to Defend: the desire to protect ourselves, our loved ones and our property.
  5. Drive to Feel: the desire for emotional experiences like pleasure or excitement.

Whenever a group of people have an unmet drive, a market will form to satisfy it.

So the more drives your offer connects with, and the better you communicate those connections, the more attractive your offer will become.

Josh Kaufman once said,  “If you’re going to build a successful business, it’s useful to have a basic understanding of what people want.”

Growing up, my dad was an executive banker his whole life. Often his banking management training would work its way into our home, around the dinner table. In particular, one uncomfortable thing he used to do is ask the question, “why” repeatedly.

“Why did you spend your pocket money?” …”Why did you need to go there?” …”Why did you leave your bag there?” …”Why did you get distracted with that girl?” … and so on.

Don’t feel sorry for me, it was quite educational. It turns out, the technique is called “Sixth Sigma” and it is a discovery method. It goes, the root to any problem can be found by asking six questions of “Why?” Six rounds and six layers

Six levels of Why.

Think about the solutions you have for your clients and ask yourself, “Why?” Does your offer solve that problem? Then go another level deeper, by asking “Why?” again. Then “Why that?” and “Why that?” and “Why that?”

Try to get to the core of what the real solution is that you’re delivering to your customers. That way when instead of talking about a feature or a benefit you can also now start talking about a real life solution that addresses an actual need that they feel a core human drive level.

Taking that into your sales conversations is gun powder.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months.

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here

4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

How To Innovate With Your Revenue

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Recently I was talking to a client who was looking to leverage her material to create additional streams of income.

We have already worked together to create her marketing automation so she is a gun in that regard.

It’s the types of services she could offer that was the issue. I shared with her the same techniques for generating new ideas that I’m sharing with you here.

Innovation isn’t only what people buy, it’s also how they buy it.

Imagine you own a bakery and you’re selling muffins. Every other bakery in the city also sells very similar muffins. Yes, you might have a unique ingredient that you put in. Let’s say your hero item is a banana bread type muffin that you’re going to add cardamom to and that’s your secret stuff. But do you know that even your revenue base can still be innovated?

What would a bakery look like as a subscription?

Perhaps you’re selling to office buildings. Maybe you’re selling to people who are just coming out of the gym or just heading into the gym and need a healthy muffin, and they don’t want to carry money with them. So they pay you a subscription and just pick up a healthy wholemeal muffin every day on their way out of a workout. Same time same place, on the way in or out of the gym.

To stretch your thinking about your own product or service, try to imagine what your business would look like if your core offering :

  1. Brought an offline behavior online
  2. Is sold as a subscription
  3. Was a rental to the market at lower cost
  4. Was free or very cheap
  5. Was an online marketplace of its own
  6. Is a discovery driven experience
  7. Produced original and exclusive content (videos, images, articles)
  8. As a streamline a process through technology
  9. As purely a messaging interaction. A conversation.
  10. An audio/voice interaction object (like Echo, Google Home etc.)
  11. Took a new consumption or creation format
  12. Enabled easier creation of something
  13. As a mobile-app
  14. As a blockchain technology
  15. Removed features to launch a simpler/better version
  16. Used AI to create a unique kind of value
  17. Targeted a crazily specific segment of the market
  18. Had a technology layer
  19. As an “On demand’ offer
  20. As an online community
  21. As a Peer-to-Peer sharing model
  22. As a service (if it is a product)
  23. As a product (if it is a service)

I hope this helps you get out of the box.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months.

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here

4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

How To Be A Problem Solver

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The first question you should always ask before talking to a prospect, isn’t “What problems can I solve?”

The first and most important question is “What problems do they have?”

See the difference?

You don’t want to say to yourself, “Well the problem is that people don’t know about my business.” That’s not a real problem. That’s a problem for you. It’s not a problem for them.

Back when I was writing ads and doing the marketing for Black and Decker cleaning products, I was tasked with selling the new vacuum cleaner.

Closest I’ve ever come to being a vacuum cleaner Salesman.

But I didn’t know on doors. I knocked on minds, so to speak, via outdoor advertising.

The product was a had held, and very powerful, vacuum, that essentially could replace the big bulky versions because of a new battery they invented.

So I started digging for a great human insight I could use to build rapport with the buyers.

I used my own experience, and that of my friends, and landed on this.

The problem wasn’t necessarily that people have a dirty house. They usually have a somewhat clean house, but life gets busy and things get left around.

*guilty*

Okay, so if you’re not that kind of human being, and your house is always spotless, don’t worry, this vacuum isn’t for you anyway.

I noticed that people often had to do last minute cleaning, especially when people are coming to visit. So the human insight is that people often just want the quickest easiest way to hide or deal with the mess in the last minute.

Typical scenarios: The in-laws dropping by, a date that could end in “coffee” (or Netflix), a friend picking something up etc…

You can imagine the fun we had creating the ads around this.

What about you then?

All you have to do is write down what genuine problems your customers have, and then you can start framing your solution in that context. Because let’s face it, prospects don’t always know that they want to buy your services yet necessarily.

They do know that they have a problem, or if they don’t you’ll need to highlight the problem in the first place before trying to sell a solution.

That’s what I did with Black and Decker. The message went something like “You know how when people come over in the last minute, and it’s this super stressful moment because your house isn’t looking very tidy?” Now the prospect has the context of cleaning that they weren’t anticipating.

What are the actual problems your prospects have? Put yourself into their shoes, and forget about your services for a sec. What are their unique challenges? Now scratch out any problem that is too high-level, and impossible to solve. Prioritise your solutions accordingly.

I hope this helped. At very least we can all go sell vacuums.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months.

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here

4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

How to Turn Strangers into Leads

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Let’s talk about getting leads from the worldwide web.

They are complete strangers to your business and have never interacted with your business before.

Now, consider this.

Google, Facebook, LinkedIn, Twitter, Instagram – they’re all businesses.

Google, in particular, is constantly evolving away from the free search model and more towards bringing advertising to the fore.

In today’s search landscape, when you search for anything, typically half the page is ads.

Now, if you’re searching on mobile that’s even worse. The entire screen on the mobile is 100% ads.

So having an SEO organic search strategy has two problems.

  1. It takes a really long time.
  2. You’re not going to turn up higher than the ads anyway.

So what does that mean?

It means that advertising to reach a new audience is the best way to get leads other than referrals.

Referrals are probably the best and the simplest because it’s usually free…

BUT advertising is the quickest and most efficient way to get leads into your business and turn leads into customers.

So it’s obviously critically important to be investing in advertising.

Now there are usually six levels of advertising that I typically see.

6 Levels of Lead Generation

Think about this as a pyramid of lead creation.

Level 6: Poor

Down at the base of the pyramid, we have no ad spend and no funnel. The lead generation down here is very poor.

Level 5: Pittance

At this level, a business is just having a crack and just having a go and sporadically advertising.

Now, this poses a couple of problems because the ad platforms like Google and Facebook work off an algorithm.

And the algorithm can only learn what is working over a long period of time – given enough budget and traction.

The lead generation here is a trickle, it’s a pittance.

Level 4: Prioritised

Then there’s the type of business that is committed to lead generation, which means there’s typically an ad budget.

This kind of business is committed to the importance of leads. Therefore, lead generation is prioritised.

Typically, at this level, there is certainly the intention and the appetite to create leads and the budget. But at the moment it probably doesn’t produce the result that matches up to the commitment level.

Level 3: Plentiful

At the next stage, they have time and effort put into learning, planning and budgeting for lead generation.

Now because of the intentional focus, the lead generation here is plentiful.

This is where you start getting plenty of leads. The next level up from that starts looking at the quality of those leads.

Level 2: Picky

Here, you’ve got a pool of leads and you’re starting to create processes for how to pick and score the best leads.

You’re qualifying leads and being picky.

You get to pick which leads you really want to progress to sales conversations.

Level 1: Powered

And the final stage is where your business is driven by new pipeline.

We call this stage the “Powered Stage” because you’ve got so much thrust behind you in your lead generation that you can:

  • Pivot
  • Change
  • Pick
  • Launch new products
  • Test products
  • Test messaging to product-market fit

And a whole number of things that completely are an unfair advantage that you have over your competition.

Where Are You Now?

So the question I have for you, of course, is where are you now?

Which level of that pyramid is your business at currently?

And of course, the next question is where do you want it to be? How do you go to the next level?

This reminds me of a client I have called Ryan.

Ryan is an entrepreneur’s entrepreneur. He’s got his fingers in so many different things.

He’s not spread too thin though, he’s pretty smart.

He’s just got investments and sits on the boards of different companies, but he also owns a successful business providing coffee catering to events.

The problem was in a very crowded marketplace for event catering suppliers, his ads just didn’t really stand out.

The intention was certainly there, but the planning and the thought behind the messages and the stages of the buyer journey were not.

It’s important to make sure that there was no disconnect in messaging between what people saw in the ad and the page they arrived on the website after they click.

But in Ryan’s case, all of that wasn’t done during the planning phase.

So in our coaching sessions, we went through the process of defining:

  • What those messages and ads should be.
  • What were the best opportunities to put budget behind.

Now Ryan did this and we changed just one sentence on his landing page – just the headline…

We made the ads reflect that one change and conversions went up 25% in one day.

Just changing the wording and the ads to reflect that wording.

Now that’s incredible.

You can do this the right way.

Create leads that come into contact with your business and convert.

You know they’re high-quality leads because they’ve come from high-quality ads.

Or you could do it the wrong way.

You could mishmash together a bunch of things that you’ve seen on the Internet, copied or heard then just cobble it all together…

But…

  1. You’re wasting ad money.
  2. Google’s not going to tell you if your ads are terrible. They will just downrank you quietly in a Quality Score.
  3. You get really low-quality leads. The kind of people who are tricked by marketing trickery and forceful slimy tactics. (And that’s not the kind of people you want to attract anyway.)

So you could do this right or you could do it wrong, especially in Google Ads.

There are two kinds of ways to burn money.

There’s a good way and a bad way.

And I really say burn money.

I know that’s scary for a business owner… But during your first month of advertising, even if you have the best ads, be prepared to burn some cash.

Why?

Because you need to give the machine enough time and fuel to be able to self-correct and learn what’s actually going to work because they get smarter over time.

So typically your first month is about training the algorithm of Google Ads to learn what’s working.

The other way to burn cash in Google isn’t so good.

That’s where you’re not really thinking through a process or a system or a strategy for your advertising.

You’re just running ads willy-nilly and that is a really good way to go nowhere fast and spend a lot of money in the process.

Bringing It All Together

So, I’ve talked about three ways that you can think about lead generation.

Want to get more leads?

Are the contacts in your database getting a bit stale and stagnant?

Still unsure of what to do?

You probably need new blood in the body, so to speak.

Perhaps it could be that your marketing messages are all muddled up that your assets, landing pages, ads, social media posts, website, and communication are all disjointed.

Or maybe you’ve been thinking about marketing in the wrong way.

Now, you don’t need to be an expert, but at least you have the intention, planning and the budget to make advertising really work for you.

The obvious question is: “How do I do all of this? How do I get all of this done?”

Well, there are two ways.

  1. There’s trial-and-error.
  2. And then there’s the way where you follow a system.

I designed the Marketing Bootcamp program for business owners and their teams to learn the marketing systems that are going to produce the best results for their business.

It’s all about unpacking the expertise that you already have in your business with your sales team and operations and even you as a business owner.

Obviously, it’s not going to work for everybody.

Full disclosure: I found that if businesses aren’t spending money on advertising – let’s say $500-800 a month at a minimum – there’s really not much we can do. It would be like trying to stay balanced and upright on a bike without pedalling.

You kind of need some forward momentum and thrust to even have the bike stay upright.

And it’s the same with marketing.

Google, Facebook and LinkedIn are evolving so quickly.

The digital marketplace is becoming so intense and noisy that if you’re not spending money on advertising, there’s not really much that our systems can help you with.

The frameworks are designed for businesses that are at least at that third stage of that lead generation pyramid.

Businesses that are intentional and deliberate about their advertising and prioritize lead generation is prioritized.

They just need the frameworks to go to the next stage of planning and strategy.

Or, if they’re already really good at planning and strategy, the frameworks can help them maintain, improve and increase their market share.

Getting their branding and messaging better so that they resonate stronger to their audience and create more referrals.

The Marketing Bootcamp is designed to make your business better at lead generation…

From your existing customers…

From nurturing in your current database…

From strangers.

And it’s like boot camp when you go to Fitness First, some days you would work on your legs and other days you’d work on the chest… But overall you’re getting a better system and a healthier body.

It’s exactly like that with marketing. You don’t try to achieve too much at once because you’ll end up stumbling over yourself and making a mess.

You also wouldn’t want to rush through it even though you’re probably very capable at making your way through a whole bunch of content really fast.

In reality, what I found is that if you speed through your marketing, it ends up becoming generic.

And then you fall back into the same problem.

You’re not giving yourself enough time to think through the planning.

And then your marketing and your messages become a bit generic.

Don’t let that happen to you

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months. 

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here


4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

No ‘Ting’: Finding the Missing Piece in Your Business

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I come from a big agency background.

Back in the day, we made TV ads, multi-million dollar campaigns, billboards, radio – all that stuff before the digital era came about.

And there’s one thing that stood out to me from those days that I found exceptionally valuable and helped me stand out amongst other digital marketers and agencies today…

It’s the concept of ideas having a ting sound.

Now that’s really weird, right? Because ideas are so airy and waffley. It’s hard locking down what an idea actually is.

But, back in those days when we brainstormed a creative idea for a campaign, the test is: “Does it sound like a ting?”

Let me try and explain this.

You can tell a really good quality piece of glassware when you pour wine in it…

When you tap the edge with a teaspoon and it makes a ‘tock’ sound, it’s probably plastic.

If it makes a ‘thung’ sound, it’s probably glass – but not the best quality of glass.

The best quality crystal has a very sharp, crisp, ting sound.

And a great idea has that quality.

The problem is, when you’re running a business, you’re so busy doing so many things that your head is actually kind of muddy and cloggy.

Your ideas sound more like a glug than a ting.

There’s so much stuff that you’re trying to cram in there and you feel like you’re on your own trying to figure this thing out.

If you leave your unique and special ideas that have a crystal sharp quality too long with ideas that are less significant, you start to feel like you’re losing your passion.

We started this business to feel like we are creating something unique and of value.

A business that is as crystal clear and unique as we are as human beings because we build it out of our own dreams, hopes, personality, ambitions and ideas.

And so we want it to have that ting quality. And when we don’t have it, we start to lose passion.

If it’s left too long, we even start to hate our own business.

Now human beings are pretty smart, right?

We’ve got some sort of radar if people aren’t really clear on what they’re trying to say and on who they are. We can sense that.

I mean, you call it the bullshit radar, right?

So, how do you get around the bullshit radar as a business owner?

You need to build a brand that has a value radar.

Make sense?

You get around the bullshit radar by coming in on people’s value radar.

Value radar is a tool that I’ve actually created for the Marketing Bootcamp.

It’s exceptionally powerful for business owners because it really gets you closed in on:

  • Your why.
  • Your what.
  • Your how.

Before you can even communicate value, you need to be clear on what your brand is and what you stand for.

People need to understand who your brand is. Not just what it is.

And so I’ve created a guide called the Brand Persona guide and it is going to take you through developing and identifying your brand personality.

Read it because it contains what you need to recover the missing ting in your business.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months. 

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here


4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

How to Generate Leads from Customers

By | Uncategorized

If you look at digital marketing, it can be like drinking from a fire hose.

So much information, so many experts, so many gurus.

Here’s the thing, I will be asking you questions…

I encourage you not to ignore the questions.

Stop, write it down, think about it, and finally, forget.

Forget every agency experience that left a bad taste in your mouth.

Forget all the books that you’ve read.

Forget all the webinars and podcasts that you’ve watched and listened to.

Because this is about finding a new way to think about marketing and unpack the expertise that you already have about your business.

Nobody knows your business like you.

Forget about all those distractions. Right now, let’s just think about you and what you know in your business.

Ready to get started? Let’s dive in.

Too Busy Finding New Leads? Don’t Abandon Your Past Customers!

I was working with a client in our Marketing Bootcamp course, and this client sells fine jewelry.

Would you believe that after the first sale of that piece of jewellery, they never again talked to that customer?

Never again spoke to them.

No repeat purchase.

No customer lifetime value.

It was just one transaction.

Obviously, it was a special occasion that most of their customers would buy for.

That means that if over the space of five years, a customer might buy a piece of fine jewellery, let’s say even a small one, they could double their revenue.

The thing is the systems weren’t in place to think about lead generation in that way.

They were just thinking about new people coming in through the door, make a purchase, and then out we go finding more people.

This particular client, they had a CRM.

They had a database, but their database of previous customers had no follow-up automation.

There was no kind of process where after they purchase, say 30-60 days after that purchase or perhaps come Valentine’s or Christmas, we follow up with another offer.

They were working so hard to get new customers every single time.

There was no strategy in place to create more revenue out of people who they had already met and transacted with.

This particular business was doing really well previously. They were an industry leader actually.

But the thing is they were missing out on a huge opportunity.

If you look at the opportunity cost, they could have doubled, tripled or quadrupled their revenue over the space of several years using the exact same customers, and not changing anything else.

They were getting pretty stressed about finding new leads.

But really, the problem wasn’t about finding new leads.

It was about creating new opportunities out of existing customers.

Creating new leads out of the existing customers – referrals, word of mouth, and repeat purchase.

We put in a simple automation system; really, really simple, with follow-up emails.

What do you think happened to revenue?

People started coming back and purchasing more.

They trafficked to their websites and started seeing more repeat visits.

People coming back and transacting again and again and again.

That had a direct impact on the top line.

This is the reason why I really wanted to share this with you.

There are so many stories like this that I encounter over and over again.

It makes me think of what other simple, really quick wins that you could be missing in your business that doesn’t require some big, complicated strategy or to hire in-house expert marketers and blow the budget.

That’s why I love doing this with business owners.

Often, we overcomplicate marketing and assume that it needs to be this great, big, sophisticated complexity of a machine.

But a lot of the times, we’re missing some pretty quick wins.

We’re missing some very simple things.

If only somebody gave you the frameworks for you to be able to think through what to consider and asked you the right questions, you’ll most likely be successful.

Why?

Because nobody really knows your business like you.

Nobody knows your customers like you.

Could you relate to that story of not really knowing what opportunities are lying right under your nose?

Have been looking at marketing in an old-fashioned kind of way?

Getting Referrals & Finding Lookalikes of Your Best Customers

Let’s talk about referred leads for a second.

In your existing database, how many of your customers or clients would you say are absolute fans?

Given the opportunity, they are quite likely brand ambassadors. They are out there telling people about your products and services.

How many of your customers or clients would do that if they were simply asked to?

Okay, real talk.

Business owners, we get super busy a lot of the time.

Many times, we’re wearing way too many hats.

What that means is when we think about marketing or what opportunities lie in front of us, it starts to get a little bit overwhelming.

There are so many things to consider, so many things to try.

One of the solutions that we have to solve this who’s-going-to-build-it marketing question is a gang called Automation Agency.

They’re not really an agency. They’re just task-doers when it comes to marketing.

Every time I submit a task to them, they do it and they complete it, and there are three emojis.

When I tick the task off as done, they have a sad face, a medium face and a really happy face.

You might have seen something like this before. It’s very similar to an NPS (Net Promoter Score, if you’re not familiar with that term).

Every single time I click the happy emoji, they say, “Don’t forget to shower the designer or the developer with praise, when you tick that smiley face.”

I’m constantly reinforcing my passion for this business, because I’m constantly going, “I love it! Great work! Well done!”

The fact that I’m openly sharing about a business that I have no part in and don’t get referrals and commissions from just shows you how powerful it is that referral marketing for them has been planned.

They have thought about, “How do we reinforce the fact that when a customer is happy, they’re really happy?”

They’re starting to think about:

  • “Who can we share our brand and services and success with?”
  • “Who can we share these success stories with?”

Imagine, if they asked me to share and to tell my friends about their service, would I do it?

Of course, I would.

I would love to because I’m a good friend, which means that good friends solve their friend’s problems. They get their friends out of trouble.

If I see a friend or a colleague or a client in trouble with their marketing, of course, I’m going to share it.

Here’s the thing, how many people would share success stories that they’ve had with you with others?

If you only asked.

Now, there are two ways to do this.

  • There is the direct asking way.
  • And there is some digital magicary way.

Let’s start with the first. I mentioned NPS before.

If you haven’t done an NPS survey, it’s simply asking your customers, “On a scale of 0 to 10, how likely would you be to refer us to a friend?”

If they’ve given a score of 9 or 10, they’re more than a customer.

They are now an evangelist, which means you can ask a second question, “Who could you share us with?”

You might even incentivize it with a discount or a promotion or a friend-get-friend offer.

That way, you’re boosting the referrals and you’re orchestrating it – not just sitting back, crossing your fingers and hoping it happens.

(By the way, there are some great apps that can help you orchestrate and automate this. Apps like KingSumo does this really well.)

If you’re feeling sheepish about asking people to refer you, there is another way that Facebook provides you to be able to reach customers just like them.

Now, this isn’t strictly speaking referrals, but it’s a tip that I couldn’t resist sharing.

Facebook may not be the place where people do business, but it is the place where people hang out all the time. That includes other business owners and your potential customers.

Here’s what you do:

Create a CSV of everyone who is a customer – and even better, if you can, everyone who gave you a net promoter score of seven or above.

You take that CSV and you upload it to Facebook Ads Manager.

Facebook doesn’t just live on Facebook. (I hope you know that!)

Facebook lives on every website you visit because it’s a data-gathering machine.

They know:

  • Behaviours and trends.
  • What types of people tend to do certain things.
  • How many ads they click on.
  • What interests they have.
  • What videos they like to watch.

What this means is that your current customer list has a specific behavioural profile that Facebook would know about.

You upload that CSV to Facebook, and Facebook will detect the behavioural patterns for everybody on that list.

Then, you tell Facebook to make you a Lookalike Audience.

What that does is it finds a million other people that are just like your best customers.

I’m giving you two little tricks there.

  • The first is how to orchestrate a referral program.
  • The second is if you’re feeling a little bit sheepish about asking for referrals, there are still ways to find people just like your customers on Facebook.

Mind you, you can also do the exact same thing on LinkedIn and Google ads.

Here’s How It Works

I did this recently for a client of mine in real estate. They had a userbase for this real estate app that they have.

This app does phenomenally well. It’s winning a lot of awards.

But do you know they were cold calling real estate agencies to come in and do a demo with them?

Their current database had so many people in there that love the app, and were just sleepers.

We launched an NPS survey, and we got the net promoters.

The net promoters were incentivized with discounts to go ahead and invite other real estate agents that they knew to use the app, and it spread like wildfire.

We also did the same thing on Facebook. That little tip that I told you. We took the CSV of all of their customers and we upload it to Facebook.

Facebook found hundreds of thousands of other real estate agents all over the country.

The great thing with it being an app is that they never needed to meet somebody in person.

So the people from Facebook who saw the ad could sign up to a demo, live, online, really, really quickly.

Their customer base grew like wildfire.

Now, they could have done “business as usual” and continue to work harder and harder to reach out to new prospects; without really realizing the opportunity that was in their hand already.

Businesses tend to do this for three reasons.

One, they don’t know what they don’t know.

Two, there’s no database.

They don’t have a CRM to be able to track NPS scores effectively, because their database is in the tens and tens of thousands, and spreadsheets just aren’t going to work.

The whole system is going to break if you try to do an NPS survey.

The third thing is that they’re just too busy.

Over to You

Let’s talk about you.

Which one of these mistakes are you guilty of making?

Right now, you have two options:

  • Continue doing it the old way, which is not looking for referrals from your current customer base.
  • Do it the new way.

In fact, I can design a process around it where I’m beginning to ask for referrals right at the very beginning of a conversation.

Referrals don’t even just have to be word of mouth.

You could be asking for reviews on Google, Capterra (if you’re in the software niche), or any other number of places.

Know where your audience and prospective customers live, work, visit, and read.

You could be there with reviews and referrals.

Coming back to creating marketing success and moving away from this marketing stress.

Maybe you’re stressing out about the wrong thing.

Maybe there’s an opportunity right under your nose with referrals.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months. 

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here


4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

How to Generate Leads from Contacts You Have

By | Uncategorized

Let’s talk about the kind of lead that comes from a database you already have.

Perhaps you’ve got people who have handed over their contact details.

Perhaps they’ve submitted a form or downloaded an ebook, and they’re now sitting in your database.

You’ll need to know how to nurture these leads.

With this kind of lead generation, there are three really important things you need to consider.

  • What you’re saying.
  • Who you’re saying it to.
  • What they are saying about you.

Now, if you get this right, the people you are talking to will feel like you really get them.

1. What are you saying?

It’s not really enough to just blast offer after offer at them and features and benefits.

You can’t do that.

It would be like turning up to a date, and for the entire duration of the date, nothing happens except one person blasting the features and benefits of their personality or their life.

How annoying would that be?

Yet, businesses do it all the time.

Instagram. Facebook. Social media.

They are social by nature, and it requires dialogue and exchange.

You might even think email is a one-way system, but it’s not.

It’s actually a dialogue, and it should be treated like a dialogue.

It’s two ways.

Here’s what I discovered when I was making ad campaigns for McDonald’s, Telstra, Holden, and Volkswagen.

Even through a global financial crisis, the companies with the strongest brands survive the best.

Let me ask you, what exactly is a brand?

A brand isn’t what you say you are, a brand is what people say you are.

A brand is what is being said when you stopped talking.

If you get this right, the people you are talking to will feel like you really get them.

They’ll feel like you resonate with them. Not just at your product level, but also you understand their lifestyle or their values.

If you think about some of the greatest fitness brands that are coming up now, what’s the difference between a spin class and a spin class?

What’s the difference between one exercise bike and another?

Often, it’s that the spin classes that have the best brand and reputation share the values of their audience.

They share the values of their customer.

Things like:

  • “Go hard or go home.”
  • “No pain, no gains.”

And a customer thinks, “Yes, that’s exactly what I want to believe about myself and what I want to believe about life, and therefore I like this brand because they’re seeing what I was thinking.”

Now, if you want to be creating your marketing messages, you need to put yourself in the shoes of your buyer.

Let’s use me as an example. When business owners come into my Marketing Bootcamp program, it’s not because they want to become marketers.

It’s because they know that at some level of their business, they have a marketing issue that needs to be fixed or improved, or that they missing an opportunity.

They are aware that they have a problem, but they aren’t quite sure what it is. They don’t know what solutions are going to help solve that problem.

Then, typically, the next stage that they’ll go through is identifying the problem:

“I have a lead gen problem, because my landing pages don’t work.”

or…

“My Google Ads isn’t great.”

or…

“I haven’t really got the right team doing this for me.”

The stage that they’re at is consideration of their options.

They’re considering, “How do I solve the problems that I have?”

Finally, when they decide to actually jump into the course and dive in, they are at the decision stage.

They’ll probably look around at how much a seminar is in marketing, or a workshop, or a three-day retreat, or a marketing challenge, or a personal marketing coach.

They’ll go through the decision of deciding all the different options of solution providers until they make the decision to come into the Marketing Bootcamp program.

In your business, it’s really important to:

  • Define what you’re actually saying specifically at each stage of the buyer’s journey (awareness, consideration, and decision).
  • How you are identifying who is at which stage of that journey.

You don’t want to be having decision-type conversations and talk about features, benefits, and price value to somebody who doesn’t even know what problem they have yet.

2. Who are you saying it to?

Imagine if I had to go on a holiday with somebody and spend the next 90 days alone with them.

Let’s up the stakes a little bit and say that I have no idea who this person is.

What if this person was a mad sports fan, and I kept trying to talk about great books that I’ve been reading.

No matter how convincing I am about Greek books, at the end of the day, I can only at best stimulate them intellectually.

But, emotionally there is a disconnect because they don’t really care about books. They care about sports.

If I were to use analogies to communicate and my method of thinking is purely literature related, they will be acquaintances at best.

We’ll never be friends, and they certainly will never become a fan.

We spoke about the right messages, but who you say it to is equally as important.

That’s why it’s really important to create your buyer persona.

Your buyer persona describes your customers’:

  • Goals
  • Aspirations
  • Fears
  • Frustrations
  • And some of the common objections that they have around businesses like yours.

That way, you can truly get to the heart of who that person is and begin having some genuinely thoughtful and powerful conversations with that person.

Now, you’ve probably done some level of buyer personas.

But I would challenge you to sit down with your sales team and find out what do people typically ask about in a sales conversation?

What is the first question that most people ask?

That first question is usually something that you can move out of the sales conversation into your marketing.

Why waste sales energy answering a repeatable question when you could just put it into your marketing and address objections or roadblocks straight off the bat at scale?

You might also think of some patterns or insights that tend to describe your target market.

For example, maybe your buyer persona is into fitness as a lifestyle or maybe they tend to have families and therefore their purchase decisions are broader than just aspiration.

It actually involves other things like life, experiencing life together, travel, time, getting time back, removing things off their plate.

It’s more than just what immediate problem you can solve for them, but it’s also about understanding the context of their lives.

3. What are they saying about you when you stop talking?

This is real branding.

You need to create your brand persona.

Not just your buyer persona. The other side of that coin is your brand persona.

Who is your brand?

If your brand were a movie character, who would it be?

Which actor or actress would play your brand?

If your brand were a person, what would they eat, what would they drink, how would they talk?

It’s really important to think about your business as a person, because in reality, whether your prospects and customers realise it or not, they actually think about your business as though it were a person.

It’s just mental shorthand.

It’s shorthand for your personality, your character, the kind of values you have, what you do.

Think about your best friend, your actual best friend right now.

I want you to imagine picking up the phone to call them and asking, “Hey, right now, this very minute, do you want to go on a road trip across state, a five hour drive?”

What would they say?

You probably don’t need to ask them to be able to know what they’re going to say straight off the bat.

In fact, you could probably hear their voice.

You could probably hear whether they can laugh, reject you, call you crazy, or say, “Yeah, let’s do it.”

The reason is, because they have a brand.

They are a person that occupies a certain piece of real estate in your brain, and you’ve constructed internally a world about how they think, how they work, how they operate.

Reality is, that your brand and your business occupies a similar piece of brain real estate in your prospects’ and customers’ minds.

How you behave.

How you act.

How you do things.

A brand persona becomes important, because it’s a short hand for who you are.

It’s a shorthand for who your business is.

Some brands might be the caregiver, like Dove.

They might be the rebel like Virgin or Harley Davidson…

The hero like Nike…

The creative like Apple…

Or the sage like Google.

You need to work your way through, and figure out what your brand persona is.

If you get this right, you will build a lot of trust and credibility with your audience – with people who you are in contact with who maybe aren’t yet customers.

You will create leads and opportunities, because our buying habits aren’t as rational as we’d like to believe.

In fact, it’s a lot like a man riding an elephant.

The man on the elephant is like the rational part of our decisions.

It likes to think it’s in charge. It tells the elephant go left, it tells the elephant go right, and the elephant goes.

But, if that elephant sees a banana tree and it’s hungry, there’s nothing that man can do to stop the elephant from heading in that direction.

The elephant is like the emotional side about buyer decisions.

Really, we buy things very emotionally. We have a gut feel, a trust, or an instinct, that tells us:

“This feels right” or “This doesn’t feel right”.

“I get it” or “I don’t get it”.

Not intellectually, but in our gut.

In our emotional world, we make decisions on whether we trust something enough to buy it.

Money is very transactional, but what we get out of the things that we buy are crucially important.

It is really important to consider: what are we actually selling?

Because, it might not be a product or a service. It actually could be convenience.

We could be selling convenience.

We could be selling a significance – or any number of the six core human drivers that we really sell to people to make their lives better.

But, if you get this wrong, you’ll be another cookie-cutter business.

Just another noise in a noisy marketplace.

Already, the digital world is super noisy.

You can shout at the top of your lungs, and you will just end up being like everybody else shouting.

But, if you could say something important and significant with a whisper, guess what’s going to be most compelling?

Definitely the content of your message and the context of your message is far more important than the volume and the frequency of your message.

That’s why I knew marketing you cannot delegate for thinking.

You need to own the thinking in the same way that you would own the thinking of your sales process.

You would never farm out your sales process to a third party, just set and forget, and let them figure it out.

NO WAY!

You would need to know what your prospects are actually experiencing as they come into contact with your company.

You’re marketing shouldn’t be any different.

But by all means, delegate the tinkering – the parts of it that need building and doing – and hands-on stuff you really shouldn’t be doing anyway.

Even if you find it really fun, like a lot of business owners I know.

Take for example, one of my clients who has an eCommerce store. The store turns over about $80,000 per month, and they had never done any kind of brand persona or buyer persona.

Now, he went through the exercises in the Marketing Bootcamp and put together his buyer persona, brand persona, and value messages.

He started replacing his old messaging with his new, more personalised and well-thought-out messaging.

The messaging went everywhere.

It went on, it changed the way that he did his ads.

It changed the words that he used on his landing page and in his website.

It changed his email nurture sequences.

It changed the wording in his email, the subject headers.

It changed even the tone of how he talked.

It changed the way the business communicated.

As an example, really simple things like he sells parts for cars that tradies own. Previously, the marketing messages used words like ‘replacing the filter in your wheel drive’.

But, no tradie says ‘four wheel drive’.

They call their vehicle ‘trucks’.

It’s little things like this that really go a long way to resonate with your audience.

Not only that, we went in to look at the 30,000 people in the database – how many people touched the business, digitally speaking, in the last 30 days.

They either visited a high value page, like a pricing page or a product page, or they opened 2-3 marketing emails.

Those are highly engaged people.

If you imagine a spectrum from not engaged to highly engaged, then of the 30,000 people in his database, they all set somewhere on that spectrum.

Now, we also divided it vertically. We looked at people who were the right kind of customer versus people who aren’t so good a fit.

On the vertical axis, we had good fit vs. low fit.

On the horizontal axis, we had not engaged to highly engaged.

Everybody who was a really high fit and highly engaged, but not yet a customer, we sent an email to. It wasn’t just a one-off email.

This client of mine realised that there are always going to be people moving in and out of these four quadrants, and so he set up an automated email…

For anyone who shows high engagement behavior and is a really good fit, they will automatically send a discount offer to incentivise their first purchase.

Well, what do you know?

In the first 90 days, just that change alone created an extra $80,000 in the business in purchases.

Just that one change alone…

$80,000!

All because, he thought about what he was saying, who he was saying it to, and what they would be saying to themselves or each other when the marketing wasn’t happening.

They were probably saying, “I really want to buy. I’m very interested in what this brand has to offer, but if only I just had a lower risk option to dip my toe in the water.”

Lo and behold, everyone who was highly engaged and hadn’t purchased yet, but was a good fit in the database, that was the very thing, the very message that they needed to hear, to tip them over the edge.

There was no marketing hack or funnel hack and no pushy, weird sales tactics.

Just a really simple identification of who, what, where, when, and how.

Simple.

Now, let’s bring it back to you again.

Have you ever been guilty of this?

Have you ever been guilty of putting out same, same, good enough, it’s close enough type messages?

Are you guilty of treating everybody as though they are the same?

Are the people in your database, or in your nurturing, or in your lead gen, or in your advertising just a number?

Or, have you thought about what their goals are, their frustrations are?

Have you thought about who your brand is, what your brand stands for, what your brand should be known for?

When people interact with your business, can they feel the values of the company, or is it something that only your staff know about?

How do you remove the stress out of flogging products and services?

Stop flogging customers with marketing messages that could be said by any of your competitors.

Start saying something that is truly unique to you.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months. 

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here


4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

Don’t Abdicate The Marketing Throne

By | Uncategorized

 

A lot of business owners that I speak to, particularly clients of mine in the Marketing Bootcamp that come in, I find that there is a very common thread…

And that thread is they’ve all had a bad experience with an agency or a marketing guru of some sort.

If you’ve got somebody that’s going from bad relationship to bad relationship over and over again, eventually, you must ask yourself, “Maybe it’s not just the other person in the relationship that’s to blame? Maybe there’s something that could be fixed?”

It’s just like that with marketing and working with a marketing agency.

And the fear that ends up coming out of having this experience is that, “Everybody’s out to trick me. All marketers can’t be trusted.”

Marketers get thrown into the same category as lawyers and accountants (and sorry if you’re a lawyer and accountant, I’m a marketer, so let’s just say it as it is here, okay?).

Except with marketers. Marketers are not a fact of life.

Lawyers and accountants, in business, they’re a fact of life. They have to be around and so you end up seeking out the best lawyer and best accountant that money can buy ñ that your money can buy. That you trust.

And marketing is the same… But the reason why the relationship breaks down is because when you get a lawyer and accountant, you’re not telling them how to be a lawyer or an accountant.

That is a recipe for disaster.

What ends up happening is, when you have a lawyer and accountant, they work for you. You need to be able to lead the conversation.

Tell them the outcome that you want, and not delegate all of the thinking.

You delegate the stuff that you can’t do because you’re not skilled or you haven’t been trained in it but that doesn’t mean you abdicate your brain.

And, you know, it works the same for marketing.

I find a lot of business owners (and you’ve probably been guilty of this too) you delegate the thinking. You abdicate the thinking.

I mean, could you imagine if you abdicated the thinking in your sales or your conversions or in your product? You would never do that.

You wouldn’t leave that to a third party. No, no!

So, the thing that I find is the issue is you’ve thought of marketing as “set and forget.”

You’ve had no idea what’s going on behind the scenes, and eventually the relationship withers and dies because it doesn’t have your attention.

So, I have this tool in the marketing bootcamp that I use with our clients and it’s called the C.L.A.P.S. Project Plan. It goes through all of the different stages of running a campaign and a project and it very clearly spells out:

  • What should be owned by the business owner.
  • What needs to be delegated in the build.

That way, everybody’s clear right from the beginning.

Before you even try to tell somebody how to work alongside you, you yourself need to be clear on what your brand is and what it stands for. That is the bedrock of all marketing.

But do you know that most businesses don’t even have their brand persona locked down?

They don’t even know what their brand persona is. Kinda hard standing out in a noisy marketplace if you don’t know your unique differentiator.

Whenever you’re ready… here are 4 ways I can help you grow your business:

1. Join our private Facebook Group with other entrepreneurs who are scaling their business. Click here to join

2. Schedule a one-on-one intro session with me by clicking here. Together we’ll look at what’s holding you back from marketing success and create a 3 step action plan to attract, convert and delight. Most importantly, you’re going to get clear, confident and excited about what’s possible in your business within the next 12 months. 

3. Enrol in a FREE course on the 3 Kinds of Leads that your business can tap into right now, without needing an overhaul. Click Here


4. Join my Marketing Bootcamp program. If you’d like to work with me on your marketing click here 

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