The Copy & Coffee Podcast

Recently I've spent a lot of time help clients create offers and copy using the 40/40/20 rule.

Basically, it works like this:

Any successful product is broken down into the following three things...

40% is the Audience

40% is the Offer itself

20% is the Copy

Which means your copy could be absolutely stellar, but if the audience (email list, facebook ads, website) is wrong, it won't work.

It also means if the offer (the product/whats included/how it helps/what it's unique/different) is trash, it also won't work.

The good news is, if you get the audience and the offer right - the copy is wayyyyy easier to write. 

In todays podcast I talk through the best way to get all three right from the get go.

There's a change coming... 

And if you're using Facebook Ads for your business it's going to affect you. 

In the next iOS update 14.1, Apple will allow users to opt-out of being 'Pixeled' on Facebook and Instagram.

That means Zuckerberg will no longer be able to see what content you engage with, what you like, comment, watch or read on either platform.

It also means he can't show you relevant ads or target you with sponsored content. 

Is this a good or a bad thing? Will Facebook Ads cost more, or will they change the algorithm? Who knows..

But it means a big change is coming and businesses will need to begin to rely more heavily on email marketing more than ever. 

What are your thoughts on the topic?

I'll be the first to admit... I don't know a lot about SEO Copywriting. 

Sure, I understand the basic concept of SEO, but for my personal website, I've never had any kind of strategy in place.

Recently, I've had a number of clients and friends ask me what they should do to improve the SEO Copywriting on their sites... to which I had no answer.

That's why I asked an SEO Copywriting expert friend of mine, Mr. Tim King to come on today's Podcast and talk to us about the best practices to improve your SEO rank, create quality cornerstone content and build a long term SEO strategy.

I think today's Podcast is absolutely killer with so many gold nuggets.

Thank you for coming to the show again Tim! 

2020 has been a crazy year for everyone. 

We've all been through huge ups and downs and the world has experienced one of the worst pandemics in human history. 

Now, after a few months of freelancing, I've realised the power of having a really sharp Elevator pitch. 

What is an elevator pitch? Well, think of the example of someone getting on an elevator and asking "what do you do.."

What you say next to them is your pitch.

The best way I know to write an elevator pitch is using the following method: "I help [niche] with [solution]. In fact, I've recently helped [x] number of businesses.."

In today's Podcast we talk about why this is so important and how a clear pitch helps you create killer content. 

Today (Monday) I felt very unmotivated to get back into work mode. 

We had a really good weekend, catching up with friends (finally) and having a jam for a bit of fun.

But when I made my way up to the studio to get started on some sales copy and funnel work, I was finding it extremely difficult to get going. 

So, in todays Podcast, I want to show you exactly how I snapped myself out of the slump, got re-motivated and got some quality work done for the day. 

Enjoy!

A good friend of mine recently asked me how to approach a new client without a portfolio of work. Great question!

I know it's always difficult to do this when you haven't got any kind of work to show the potential client.. and the good news is this is exactly what happened to me when I first left the corporate world.

What's exciting though.. is it's super easy to overcome this hurdle and it's a lot of fun to do. 

In todays Podcast, I'll explain my method for putting together some 'spec' work that will make any client happy. 

Today a book I had been waiting 6 weeks for finally arrived. I was so excited!

I actually thought this particular book would never turn up, and unfortunately  there's no where to buy it as an epub online. 

I really got me thinking...

You see, right now there's a huge push for companies to put everything online. Your bills come online. Your rates. Your car rego.. everything. It helps the companies save thousands each month by sending it digitally to you.

What I realised though, was receiving something in the mail is a huge dopamine hit. Something that just isn't possible with email or digital paid ads. 

Todays podcast goes over how to use this platform in an automated way to grow your base of raving fans. Something every business needs!

Hey guys!

Wow, I've been insanely busy the last few weeks. 

I've been working with. new client and we just finished a huge product lunch. 

In todays Podcast I want to share everything that went into the product launch, all the email sequences, the funnels, retargeting and much more. 

I really hope you get a lot from todays Podcast.. And you can go on to use this formula in your own webinar product launches. 

After I was made redundant at the bank, I knew I didn't want to go back to another "job"..

I knew I wanted to write sales copy professionally and turn it into a real business. 

I researched all the networks online, hunted through FB, linkedIN and reddit. Sure, there were some other great forums out there.. but none of them were true professional networks. 

I decided I'd join the copychief.com paid forums. 

It was on the best decisions I've ever made.. 

It's given me access to a fantastic job board, expert copywriters and a huge amount of expert copywriting training.

The forum is ran by Kevin Rogers and he brings a wealth of expert knowledge to the table. 

In todays Podcast I go over my experience on the forums after the last 3 months, and a huge win that has changed my life.

Bet you've never heard of a bookmercial before right?

Don't worry, me either..

But, after I was made redundant from my bank job, I needed to find a way to attract high quality copywriting clients. 

I followed Ben Settles recommendation and created a book. I've never written a book before in my life, so I was a bit nervous about the whole thing.

The thing is, a bookmercial is not like a normal book. It's designed to be short. It's designed to showcase your skills in a certain thing..

In todays Podcast we go over the things that have already happened to me since I finished my Bookmercial!

This weekend a good friend of mine invited me on a road trip down to his son's place (also a good friend) to pick up a spa bath that he had to get rid of. (he just sold his place)

It was a 5 hour round trip and some serious back breaking work to get the spa onto a truck.

Although I would have been happy to go on the trip, after I gave it some thought I realised I’d be giving away an entire day of my time.

That’s an entire day I’d normally spend with my family, doing this around the house of having a few cold froffys.

I decided not to go on the trip and instead help him once he got back home and needed a hand moving the spa into place.

And boy was I glad I didnt go.. I massively dodged a bullet.

Here’s what happened:

After they drove two and half hours from Bendigo to Geelong, they spent an hour moving the spa from the back yard out to the truck.

It took 4 blokes, two trolleys and some fence post removal.

(it’s a 6 seater spa.. The big sucker)

Once they finally got the spa to the truck, they ran into a massive problem.

The hydraulic lifter was buggarred.

It wouldn’t move… and they had no way to get the spa into the truck.

My friend rang the truck company - and after troubleshooting for an hour, they said they’ll try and find a replacement truck.

No good. No trucks available.

They called back and said they’ll have to send a mechanic out to fix the issue with the hydraulics.

He had to drive from Melbourne to Geelong.. Another hour and half.

Total wasted time: 2 and half hours.

After they finally got the hydraulics fixed (Which took the mechanic less than 2 minutes) he drove back to Bendigo.

Instead of a 5 hour round trip it was an eight hour trip.

Bullet DODGED.

You know what? People make this mistake all the time in their business.

Let me explain how...

I received an email this week from another Copywriter. 

He spoke about knowing yourself, what your strengths are and admitting that you have faults. 

On the way today after dropping my son at family day care, I was thinking about what my strengths and weaknesses are...

As I was driving home, one of the CD's I listen to came on.

And there was a great story that really drove this point home.

You need to know yourself. Who you are, what your strengths are and what your weaknesses are..

The last few weeks I've been working on a number of sales funnels.

And what I've realised is most businesses need a break even funnel to help them get great leads through the door. 

In today's Podcast I go through how your sales funnel should look.. what type of things to offer, what steps to follow and how to nurture your leads via email. 

There's heaps of gold nuggets in todays lesson.. I hope you enjoy it!

I was looking at a sales letter last night and making some notes around what things I thought I could improve. 

The sales letter was good, no doubt.. but there were some critical things missing that I know will increase conversions.

However, before I started writing a word of copy, I went back to my training (like Luke Skywalker..)

Mike Shreeve teaches in his Sales Letter course that the three things you should focus your attention on when writing sales letters are:

1. Improve the Bullets

2. Improve the Headline

3. Improve the proof elements

And that's exactly what I looked at..

The good news is, this sales letter is already converting... so with improvements to the 3 things mentioned above, it should a decent jump in sales. 

Lets talk more about it in todays lesson!

Everyone has seen Top Gun… It’s basically one of the best movies ever created.

I would say it’s easily Tom Cruise's best movie.

Originally screened in 1986, because of the popularity of the movie some very strange things started happening.

People started buying ‘aviator’ sunglasses like crazy… (That’s a given)

And.. the Navy started putting sign up booths in cinemas because so many people wanted to be like Maverick & Goose. They had people walking out of the movie and signing up to become the next Navy hero.

How funny is that?

Before the movie, they had zero interest in flying fighter jets.

After the movie they wanted to fly at G-force speeds and fire high powered rockets.

That my friends is the power of a story.

Although the story of Maverick was completely fabricated, people got so wrapped up in it… they wanted to emulate it in their own lives.

I find that so fascinating!

It just proves to me that a story can sell almost anything.

It can take an average product and make it memorable.

It can tell a great product and make it mind-blowing.

A story can be the difference between a million dollar product and a 100 million dollar product.

For me, when I think of great stories, I always come back to a sales letter by John Carlton.

It’s called the ‘One Legged Golfer.’

I listened to a Podcast recently where John actually explained how he wrote the letter.

He was working with a Golf Pro to sell a new program, and he went to visit him to learn more about the techniques he was trying to sell.

After hanging out for a few days, he still hadn’t found his hook.

Anyway, eventually the golfer pro told him how he learnt a particular technique from a one legged golfer.

And John had to get him to back up and tell him the story in more detail. This chump had no idea how powerful this story was..

“You learn how to out drive your competitors from a one legged golfer?”

It’s an incredible sales letter. I still read it every few months because it holds my attention from start to finish. I just love it.

And here in lines today's lesson.

Sometimes we don’t realise how powerful our stories are…

Let's talk about it in more detail on todays Podcast.

What a great weekend! 

We watched the AFL Grand Final this weekend between Geelong & The Tigers...

It was a nail bitter and although I'm a Geelong supporter, I'm happy that the Tigers had a win too.

In todays Podcast we finish off our discussion about The Leaky Sales Funnel.

I explain how I moved through the whole sales funnel process to purchase my custom orthotics - to fix my feet issues.

We wrap up the whole process from start to finish and how BoFu is not just a place for the sale to place, but for you to drive repeat sales.

I'll also explain how to create raving fans... which is exactly what you're brand needs!

What happens in the middle of the funnel?

Well, this is where someone typically moves from 'problem unaware' to 'problem aware'.

The middle of the funnel is generally where people start to consume content, and do lots of homework.

They know they have a problem and they want to know the quickest and easiest way to solve that problem.

They spend time on YouTube, Reddit and comparison sites... 

In todays Podcast I explain the process I went through to find the answer to my problem...

In yesterdays Podcast we spoke about sales funnels, and how many businesses are focusing their attention on only one aspect of their funnel and neglecting the other two.

What they need to realise is each part of the funnel is just as important as the other. 

In todays Podcast we go over the Top Of Funnel or ToFu. At this stage in the funnel, people are in the 'problem unaware' stage. 

They don't really know they have an issue yet.. or they see something online that grabs their attention.

I use a real life example of a product I recently purchased for a problem I was experiencing with my shoes. 

On the weekend, I parked my car in my Mum and Dads driveway.

Nothing out of the ordinary… but shortly after we left, I got a barrage of text messages from Dad.

“Your car is leaking oil!”

“You’ve leaked oil all over the place here, you need to get that sorted asap..”

Yes Dad - I get it. The car has a leak.. I didn’t mean to leak in your driveway! Geez mate.

He’s pretty pedantic about certain things. Which is both a good and a bad thing.

Anyway, I stuck my head under the car and couldn’t see much. It looked exactly like it normally did.. And there weren’t any leaks on the ground at my place. So I still wasn’t 100% convinced it was my car leaking.

Then I grabbed my iPhone and flicked on the light to get a better look.

Instantly saw the reflection of oil shining back at me.

Greatttt… bloody cars! Now I have work out where the leak is coming from.

Like any car illiterate person, I started Googling “oil filter for X-trial” and “oil suited to nissan”.

Turns out my local Repco had a great deal on a filter, 6 litre bottle of oil, plastic funnel & plastic catch pan to drop the oil into.

Perfect! Just what I need!

Anyway - while I was eating my brekky this morning. I had a “ah-ha” moment.

I remembered why the car was leaking.

See.. bout a month ago, we took a trip down to Geelong to see family and friends and I decided to top up the oil before we left.

I grabbed the oil bottle and carefully tried to tip it in without spilling it everywhere which was a total fail. I managed to get oil everywhere and I didn’t have a rag handy to wipe it up.

What I really needed with a pouring funnel.

And it’s what you need too.

Only… you need a marketing funnel, not an oil funnel :)

(see what I did there?)

Marketing funnels really make my motor run and I’m actually going to turn this into a four part email series because it’s such an exciting topic.

In the next three Podcast I’ll cover:

• Top Of Funnel (ToFu)
  
• Middle Of Funnel (MoFu)
  
• Bottom Of Funnel (BoFu)
  

This morning I dropped my son to family day care and grabbed a coffee on the way home.

It’s another beautiful spring day here and I decided I’d give my car a wash and vacuum.

While I was washing my car, I noticed the front badge of the car was looking a bit tired.

The matte black paint I used from 2 years ago was fading and needed a respray. Nothing major, just a quick spruce up.

After the carwash, I drove my car into the car port, grabbed a screwdriver and removed the grill with the badge attached.

I wandered into the shed to see if I could find the ‘flexi paint’ I’d used from a few years ago.

Sure enough, it was still sitting on the shelf.

I gave it a shake up and got everything for a respray.

Just before I was about to start spraying a fresh coat, I remembered that this particular paint had a unique trick up its sleeve.

You could easily peel off the previous layer of matte paint… to reveal the original shiny chrome finish.

It’s incredible stuff. You can spray whatever the heck you want and then 12 months just peel the paint right off in one go.

It’s revolutionary..

I mean, let’s say you wanted to see what your cars rims would look like in a nice orange colour.

You grab a can of this flexi-paint, spray it on, let it dry.. And stand back and see what you think.

And, if you don’t like it.. Just peel it off!

So cool. I love it.

Anyway, after I finished painting, my marketing brain kicked in.

I started thinking about how important “big ideas” are when you sell a product.

You see, the flexi-paint I used this morning had an incredible big idea. Peel off paint - so simple. And writing copy for that product would be a walk in the park..

But when your product doesn’t have a big idea, things become so much more difficult. You can’t separate yourself and create your own blue ocean. You become a commodity just like everyone else.

You can apply this logic to any product in any market...

Napoleon Hill wrote one of the best books ever for Entrepreneurs and the like.

And the thing I love about Think and Grow rich is that most of the book is actually about thinking… not about money or some kind of get rich scheme.

For me, reading is a real joy. It was something I used to find a chore… and not enjoy at all.

But now I could literally spend the day reading.

I LOVE books.

But there’s a problem… and that problem is information overload.

Because we have digital book stores like Kindle, Apple Books and Google Play books, it’s easier than ever to download a book in seconds.

I remember when I first got made redundant from my bank job, I went into anxiety mode.

I thought I had to read every marketing book on the planet.

I thought I needed to know every type of copywriting.

I thought I needed to become a Facebook Ads expert.

But, none of that is true. And as the old saying goes… “Less is more”.

This is something I really learnt from Ben Settle (I’ve learnt a lot from him).

Ben taught me that in order for something to really become knowledge - and become deeply ingrained in your subconscious mind, you need the power of ten.

The power of ten basically means, reading the book 10 times, or listening to the audiobook 10 times.

I’m not gonna sugarcoat this… reading a book 10 times takes real effort.

I mean, I LOVE the Compound Effect by Darren Hardy. It’s one of my all time favs - but reading it 10 times really scared me.

But, here’s what I’ve found..

Your brain pulls more relevant information from the book by reading it 10 times. Like working out in the gym, training your brain has some real advantages.

I’ve actually started reading a book by Jim Kwik at the moment - Jim is the leading expert on brain fitness.

Jim is a real advocate for not overloading our brain with too much information and keeping free of distraction.

He talks about having time to do nothing but reflect, think... and make sound choices.

Personally, I think this is so important.

By focusing on one thing at a time, you gain so much clarity.

Your thoughts are not muddled.

You do better work.

And you often make more money.

I strongly suggest you check out Jim’s Book - read it ten times and apply Jim’s methods for improved focused, memory and digital decluttering.

Buy 'Limitless' here: https://amzn.to/3d1Ci1u

In todays Podcast, I catch up with Aussie Copywriter Alex Edwards.  Alex and I both share the same view point - that having an Irresistible offer is paramount to creating successful marketing campaigns.  In todays Podcast we go over the following questions: How did you get into Copywriting? What type of clients do you typically like working with? Alex, in your opinion, what’s an irresistible offer? Have you seen any really bad examples of businesses ignoring a quality offer? Have you seen any really good examples of a business doing this really well? 

You can contact Alex Edwards here: alexthecopywriter.co

Download the Checklist here: http://bit.ly/alexedwards

Good morning guys,

This morning a direct response marketing book finally came in the mail. 

Kelvin Dorseys "The Black Book". It's a $99 book, and it took 6 weeks to finally turn up from the States. (USPS are slow atm..)

Anyway, the first chapter really caught my attention...

He asks the question, what does Lionel Richie, Jimi Hendrix, David Grohl and heap of really well known musicians have in common?

None of them came read music. 

Crazy right? Who wouldda thought...

Rather than reading music... they "hear the music". They have an ear for music and how it sounds. 

I actually do the same when I play guitar. I can't read music, but I can hear the notes and the tune. 

How does this relate to marketing? We'll go over in todays Podcast.

Last night I was reading a ripper Copywriting book. 

Ben Settles Email Players Cookbook. 

It's not your typical copywriting book actually.. it's actually a text version of an interview that Ben did with his friend Michael Senoff. 

There's so many gold nuggets in this book, and in todays Podcast I wanted to share something I think can help you with your emails.

Michael asked the question of Ben : What is the number one element you include in every email? 

We answer that question in todays Podcast episode. 

I was making my coffee this morning (as per usual) - and I was half in a daze when something crossed my mind.

I was thinking about something I applied for yesterday. Basically, one of the screening questions was “what is your writing methodology”...

A pretty typical question when you’re applying to be a copywriter for someone.

Now, most people would answer with AIDA or something similar. And if you had asked me a few months ago, I would have said the same thing…

But recently I started learning Mike Shreeve’s letter writing system.

A program to write sales letters for businesses of all types.

Mike’s system is unique because it uses the same framework as AIDA - but adds in another super powerful element.

But before I talk about what the P stands for, let’s quickly review what AIDA actually is.

So, ‘A’ stands for Attention.

Your sales letter, email, VSL, webinar.. Whatever it is needs to speak directly to your ideal client.

It can’t be vague.

Like the old saying goes, when you speak to everyone, you speak to no-one.

The first section of your sales letter needs to give your prospect complete whiplash because your headline and opener directly addresses a problem or desire your audience is dealing with.

They can’t NOT read it... because you’re entering into the conversion already going on in their minds.

Now the ‘I’ stands for Interest.

People will NOT be bored. If your sales letter doesn’t hold the prospect's attention… if the content is boring, you’ve lost.

Like Joe Sugarman says, your letter needs to be like a slippery slide. Once you hop on, they slide from one paragraph to the next.

Every story, every bullet and every sub headline is like an explosion of excitement in the reader's mind… sending them further along the slide.

Okay, step three is ‘D’ - Desire.

In A and I, we’ve got the attention and interest of our reader. It’s now time to evoke their desires.

Desire is really about understanding the market, what problems they have and creating a strong desire around your product - to solve that problem.

Desire scratches the itch your market has, and sells the hell out of your product.

Okay, now for the ‘P’. The P stands for Proof.

Proof is what crushes the natural skepticism in people's minds. You see, in today's modern age people don't believe anything they read.

They've been scammed, read horror stories on reddit and seen promises of every kind. They’re trained not to believe you.

So, we use proof elements to show our products and services are the real deal. We do that through testimonials, videos and photos. And the more proof you can add in the better. People on the fence will almost base their decisions entirely from others testimonials.

Enough proof can even sell a crappy product, no kidding.

And finally, our last one is A for Action.

You need to be very clear about what you want the reader to do. Do you want them to send a cheque, call a toll free number or click the purchase button? Tell them!

And when you're closing your letter, tell them again. You need to reiterate what they get with your product and exactly how to get it.

We live in a world where people have a 7 second attention span… they need clear direction.

So there we go.

Thats the writing style or methodology i used. Again, full credit to Mike Shreeve. His letter system is excellent and I use it in my own work.

Morning guys,

This year I was made redundant from my corporate marketing job and decided it was time for me to go full time freelance Copywriter.

It's something I'd be wanting to do for almost 3 years now and I decided it was either now or never!

So, after I finished up with the bank.. I wanted to either find a part time income or get some assistance from the government.

Fortunately, here in Australia, we have access to the NEIS scheme. A government ran program that provides money while you're getting your business off the ground.

In today's Podcast I go over how to apply the scheme and how it can help you.

Cheers,

This weekend we had a short break down in Geelong.

It was wonderful to get away and enjoy the sun.. hang out with family and chase the kids around.

While we were there I discovered a really powerful resource that I want to share with you from the best copywriter ever - Gary Halbert.

His monthly letters were considered by many to be the holy grail of copywriting techniques.. 

One of the techniques I love the most from Gary was his 'open loops'... I think it was SO powerful to grabbing sometimes attention and keeping that attention.

In todays Podcast we talk about that Loop system in more detail. 

Good morning guys!

Apple released a brand new Apple Watch, iPad Air and iOS 14 last night and I was impressed with many of the new updates.

The one thing that really caught my eye was the new Apple Watch SE. Which is basically an Apple Watch from a few years ago that they're recycled and updated for 2020. A very clever marketing idea in my opinion. 

I was reading a kindle book last night that also shared this same pattern of taking some old and reusing it for a new medium. 

It was a podcast that had been transcribed and updated for the Kindle Marketplace. 

In todays Podcast we go over how to use this in your own business and how to attract new leads and business. 

Last night I was driving home after picking up some Grill'd burgers and a Dominos car was driving in front of me like a crazy person.

And it reminded me of something that happened when I used to live next door to the franchise owner when I was living with my parents. 

Unfortunately, his business failed and he lost a heap of money and had to sell up. 

The reason? Dominos hadn't embraced technology. Fast forward to 2020 and Dominos has the best Pizza ordering tech on the planet.. 

There's a huge lesson here.. and one I talk about in today's Podcast.

Hope you enjoy it!

Here in Australia, we're finally allowed to go back to the local parks... so today I spent the day with my son and my niece going to all the local parks enjoy the sun.

While we were out and about I thought about a valuable lesson that comes from Baby Elephants. 

Did you know they never forget that they can't escape the giant steak that holds them in place as infants? They remember this even when they grow to full grown adults.

They never try and escape even though they easily could.

Todays podcast goes over how this same lesson might be holding you back from growth.

I received a mail drop in the mailbox today.

It was almost perfect timing.. 

I've been looking for someone to do mow my lawns and do some gardening for the last few months because it's such a time consuming thing that I could pay someone $25 an hour to do. 

The letter was just a folden A4 sheet describing what the business does.. and I actually respect the person for going out and drumming up business. 

But the letter is missing so many crucial things.. the biggest thing being an offer. 

In todays Podcast I go over what an offer should look like and how you can create one the right way.

When I was a kid I got bitten by bee on my left ear...

My ear swelled up to 2-3 times its normal size. 

My sister thought that was pretty funny and asked if she could "take me for show and tell the next day"... 

Yesterday while I was whipper snipping our yard, I was watching some bees and it made me think about the job these incredible insects have. 

In todays Podcast, I go over several important lessons you should keep in mind if you want to maximise your time and stop doing meaningless tasks. 

I'm also creating a second eBook called the Coffee Power Hour that'll show you how I turn one piece of content into multiple very easily. I'll let you know once it's available.

Hey guys,

Today I catch up with a good friend of mine Tim King.

Tim has been copywriting for over ten years, working with website copy, creative copywriting and multimedia.

Tim has helped me build websites, do video editing and even kick off this Podcast! He's an all great bloke that knows Copywriting inside out. 

You can check Tim's copywriting work over at : https://hellotimking.com

Thanks Tim! I loved having you on the show and I'm sure we'll catch up again soon. 

Why does email still work so well in 2020?

After watching a mastermind interview between two highly skilled email copywriters earlier today I wanted to share 5 interesting points around why email marketing is still THE platform to be on. 

1. Permission Marketing
2. A Bond Is Built
3. You're A Trust Advisor
4. I'm Completely Addicted!!
5. It's intimate, personal and private

Do you need help with your email copywriting?

Let's chat! 

Hey guys,

On the weekend I spent time hanging out with my family...

At the moment our 4 year old is obsessed with anything to do with dinosaurs. He wants to watch anything and everything on YouTube and Netflix. 

It reminded me of how cool Jurassic Park was when it first came out over 20 years ago. 

In todays Podcast I share an important lesson I learnt from Jurassic Park around how to be Omnipresent with your Email Marketing.

Hope you enjoy the show! Seeya next week.