Well, the response to my email asking you to send in your marketing questions was huge…I’ll be sifting through the emails for a few more days.

One thing is clear…a whole lot of you out there in Internetland want to know how to get more clients with little or no marketing moola.

That’s a tough problem….you know the old adage “it takes money to make money.”

Thankfully, I’ve got just the plan for you!

It will take SOME money…but you can start with as little as $100 bucks (that’s less than the price of a baked potato at Ruth’s Chris).

The answer to this vexing marketing problem is direct response, lead generation marketing.

It works like this…

• You have important information to share with a potential client. Information that will help them make a buying decision.

• You package your knowledge in an e-book, CD, DVD, report…

• You use inexpensive ads to get interested prospects to call you (remember you’re the expert who’s publishing important information).

• Prospects ask for your informational “bait” (Cool…we just generated a lead)

• You keep in touch until they’re ready to buy

Here’s what you need to make it happen…

1. A free information piece that answers your prospects’ most asked questions.

2. A direct response ad (in print, on radio, TV, PPC, direct mail, email, social media…) to get your prospects to request #1.

3. A follow-up marketing system to educate (entertain) and convert leads into clients.

Put all three together and you’ve got a dirt cheap, client getting autopilot.

Simple.

Want one for yourself?

I’ll be releasing the next issue of Clients on Autopilot on the 1st of the month…and this one’s all about building direct response, lead generation systems.

To test drive the current issue and get on-board click here.

I hate committees…

In every organization I’ve been in they’ve been the 12-headed, one-eyed swamp monster that pulled all the life, all the energy in the organization down into the fog covered, green ooze of their ghoulish lair.

But for one…

There is one committee (and only one) that I would never go into the battle of business without.

You see, in this one committee…in this one group of minds…there lies a power that can, if you use it properly, propel  your business farther and faster than even you believed was possible.

What’s the secret of this “special” committee?

Well, it’s in the 12-heads that frighten most…and the one all seeing, probing eye.

Napoleon Hill first introduced me to this special committee in 1999 when I read “Think and Grow Rich” for the first time.

A few years later I got the rare opportunity…the invitation, to join this special committee.

That single invitation was worth $60k to me personally…over and above the money I was already making.

How could that be possible?

A simple invitation…worth $60K?

But there’s power in this special committee…

The power of the master mind.

The old adage “two heads are better than one” is true…and 12 heads, when they are focused on a single purpose…by a leader with vision, are better than two.

In fact, they may be the most powerful force on the planet.

This special committee…this “master mind” that I credit with much of my success is a group of CEO’s, organized into a “committee” by a Chairman.

Together we worked in a focused way…

To help each other overcome threats to our businesses

And capitalize on opportunities.

Now, imagine

If you had the collective minds and experience of 12 seasoned, savvy and successful CEO’s helping you every month…

What might you accomplish?

Now let me tell you how to put a 12 headed, one-eyed monster in your corner…

Become a member of Vistage International. Vistage operates master mind groups of non-competing CEOs all over the world.

You’ll be among peers in a completely confidential environment.

As a CEO and business owner, you and I both know that it’s a very lonely job…

You have issues and decisions to make in the business that you can’t discuss with your staff, you can’t discuss with your spouse…

…and your dog doesn’t want to hear.

You need to be around a group of like-minded, successful business owners who can help you tackle your toughest issues…

Instead of struggling alone.

You can find a Vistage group in your area at Vistage.com.

Steve Gordon

P.S. If you’re in Southeast Florida a new group is forming, led by my friend and mentor Les Deck. Les is a bona-fide visionary, and chaired my “special committee” when I lived in that area.

P.P.S. If you’re anywhere in Northwest Florida (Tallahassee to Pensacola), South Alabama or Southwest Georgia you’ll absolutely want to talk to David Loveless.

David and the members of my “special committee” in Tallahassee helped me tackle the single biggest business challenge I’ve ever faced.

If you’re in one of those areas…get an invitation from Les or David to visit a group. If you’d like a personal introduction, hit reply to this email…and I’ll make sure you get connected.

The scariest number in your business…one

(of anything)

One largest customer…if any ONE client is more than 20% of your revenue…you’re just asking to suffer. One day, that client will leave…and you could experience a B.E.E. (Business Ending Event). One supplier (of anything)…if you’ve got just one source of anything you need to make your operation run…sooner or later they’ll screw up but you’ll be the one with egg on your face.

One product or service to sell…yes this is scary (think CPA’s and tax preparers under Herman Cain’s 9-9-9 plan) but it’s more foolish. Your clients have more than one need. If you’re not giving them “what’s next”, you’re leaving big money on the table.

One key employee, with your business in her head…can hit the door or get hit by a bus. Either way, your business, your income and a portion of your wealth leave with her. Have a backup.

One key system…computers are great, but they break, get viruses, files get deleted…stuff happens. (It’s happened to me in the last 12 months…but…heeding my own advice I had a backup…lost less than 24 hours of time…and no data).

THE SCARIEST ONE OF ALL…

ONLY one way to get new clients…

Do you remember the days of broadcast fax? You know, you’d come to work in the morning and there’d be 17 faxes selling something, waiting for you. Businesses…BIG Businesses…were built using broadcast fax.

Then one day the FCC said “Hey, stop doing that!” And those businesses (that had just the one way of making sales) went away.

Ditto for telemarketing (the do-not-call-list), Infomercials (they’re back now, but went away in the 80′s)…

If you get all of your business from _______________ (fill in the blank…word of mouth, referrals, direct mail, the Interwebs, etc.) you’re at risk.

You may not even know it…success “lulls” you to sleep…until the monster is upon you!

The only protection from this MOST HIDEOUS BUSINESS KILLING MONSTER is building an army of client getting robots to protect your business.

Ready to build your army? Now’s your chance…the next Clients on Autopilot Monthly Briefing launches tomorrow to subscribers ONLY.

Not a subscriber yet…not to worry…you can still get in, until Midnight (Eastern) tonight.

Click here to get this blowout briefing!

Steve Gordon

P.S I credit Dan Kennedy for teaching me this truth first…but I needed to take extra credit in the school of hard knocks before I “got it.” My education was EXPENSIVE…you can get yours the easy way. Click here to subscribe.

Yes, you heard it here first. Offline marketing is dead, gone, sayonara!

If you don’t have 4372 Facebook fans by noon tomorrow…you’re toast.

In fact, you might as well just fold up shop right now.

At least that’s what the “image ad agencies” and “social media marketing” guru’s want you to believe.

They’re running about town telling you that the “old media” doesn’t work…and the new media is the only place you’ll ever find success again.

The problem…

It’s hard to find a real small business that’s making more than 50% of it’s money from social media and online marketing.

They are out there…and I’ll bet you a Benjamin that the social media “gurus” that read this will be sending me all the examples post-haste!

That’s what makes it so confusing…a small minority of companies are doing OK with the new media.

But if you look at the biggest, baddest online, e-commerce companies, they’re all doing offline marketing. And they’re doing MORE than ever.

Amazon, the company that practically invented e-commerce, uses boring ol’ direct mail..and lots of it!

GoDaddy, the web-hosting/domain selling jack of all Internet trades bought (more than one) Super Bowl commercial…you know on that thing in the living room…a TV.

Yet, I’ve seen more small business owners get stressed out and lose sleep because they just don’t know what to do with Facebook, Twitter, LinkedIn, YouTube, Yelp, FourSquare, Angie’s List, Craig’s List, Ebay, Google AdWords, Facebook Ads, banner ad networks, local directories…the list goes on.

The sad truth is that some offline media (like direct mail) is working as well, if not better than ever, because so many businesses have abandoned it.

The inbox is full of competition, but the mailbox is empty.

Well targeted, multi-step, direct response campaigns are working better than ever…for the intelligent few who are willing to go with what works instead of the “guru’s” fad of the day.

P.S. If you’re tired of trying to figure out all this new media marketing stuff check out the Clients on Autopilot Monthly Briefing.

Each month you get specific plans you can implement to attract clients…on autopilot. Click here for a free trial issue.

Social media, social media, social media…

Its all the buzz with the kids these days, and whenever I give a speech or a seminar I get peppered with questions about it…so lets do some QA today.

QUESTION: Whats the best social media for business?

STEVE: Email. (and you’re thinking What?) Yes, email is the original social media and still the king of the hill.

The Direct Marketing Association says email marketing puts $43 in your bank for every $1 you spend (the numbers have been in that ballpark for years and aren’t going away anytime soon).

If you don’t have an email marketing program in place you’re nuts.

Onward…

QUESTION: What should I post to my Facebook and Twitter feeds?

STEVE: They say variety is the spice of life…post solid information that educates your prospects and clients (and moves them to the next step in the sales process). Mix it up with other useful and interesting stuff from other sources.

Next question…

QUESTION: How do you keep up with it all?

STEVE: Automate it! Use tools like HootSuite, Bufferapp.com and Sendible to schedule a batch of posts all at once.

One more…

QUESTION: Steve, is anyone making real money or getting quality leads from social media?

We have a sharp one here…

STEVE: A few are…but most businesses have been lured into the promise of social media (to get customers for free) and been slapped up-side the head with reality…its takes work (a lot of work) to turn a social media friend into a client.

Good old fashioned direct response marketing (online and offline) is still the best, most effective and most profitable way to attract clients. If it ain’t broke, don’t fix it.

Steve

P.S. Learn the 9 reasons I love direct response marketing and get 31 ideas to market your business inside my free e-book 7 Deadly Marketing Sins That Will Kill Your Business Click here to download.

Referrals, referrals, referrals…

Boy have I been getting a lot of questions about referrals!

• How do I get more referrals?
• Why would someone refer me? (good question)
• What’s the best way to get referrals?
• Don’t people get annoyed when I ask for a referral?

For the love of Mike, what is the big hang up with referrals?

Then it hit me…

I said to myself…“Self: They’re all thinking about it the wrong way and they don’t know it.”

Your clients don’t refer you to do YOU a favor. They do it to make themselves FEEL GOOD. It’s totally selfish.

Think about the last time you recommended a great restaurant to a friend. You probably went on and on about how the edamame was perfectly crisp and the pinot noir was especially smooth.

And you felt good inside because you were turning your friend on to a great experience.

So…when you give great service and ask for referrals you give your clients the opportunity to feel good. Why wouldn’t you want to do that for each and every client?

As I outline in my popular 7 Deadly Marketing Sins e-book…there are four reasons you’re not getting all the referrals you want:

1. You’re uncomfortable asking (hopefully I’ve destroyed that mental barrier with the example above)
2. You don’t know how to ask. (the words you use make all the difference)
3. You don’t know when to ask. Timing is everything. Too early and you’re not proven…too late and they’ve lost the mood.
4. You don’t make asking for referrals part of your marketing/selling/fulfillment system. i.e. A line item on the check list of “103 Things we do for each and every client.”

Just my two cents…Let me know what’s holding you back from getting more referral business? Post in the comments.

A prospect confided in me…

“Business is down Steve, and we’re spending more on advertising then ever before. You’ve seen our TV ads…are they good?”

Well…

No.

I hear this or some variation on it all too often. Then I get a look at the ad (doesn’t matter if it’s on TV, radio, the Web, magazine, email or Facebook) and the problem is obvious.

There’s no clear next step for the prospect (what us marketing geeks refer to as a “call to action”).

The ad’s got some branding (like a logo), a cute tagline and some pictures that some ad agency creative type thought meant something.

But they forgot the one and only purpose of the ad…to sell something!

Yes, that’s right. The One and ONLY purpose of all of your marketing is to make a sale not to…

• Get the word out
• Put your name out there
• Build your brand
• Create awareness
• Build buzz

The last time I checked you can’t deposit name recognition, brand awareness or buzz in your bank account.

If you don’t tell your prospect clearly and specifically what to do next to hire you, your ad won’t be with the paper (or pixels) it’s printed on.

Go check all of your ads right now…are you missing any calls to action?

Get ‘em fixed pronto.

You’re probably wasting $$

Got an ad that’s not working as well as it should?

Grab one of my 49-point Marketing Audits. I’ll review your ad and give you concrete actionable ideas to improve it.

In fact, I’ll go through all of your marketing with you and help you identify the gaps where you could do better.

We’ll spend about an hour on the phone and I guarantee you’ll walk away with at least 3 actionable ideas to improve your marketing and attract more clients.

Now, here’s the crazy part…until Wednesday I’m offering these Marketing Audits for half-off my normal fee…just $123.50. (This is only for subscribers to the E-Letter...go here to subscribe)

At the end of the audit, if you don’t feel like you got at least 5-times what you pay in value, I’ll hand your money back…no questions asked.

Like the lottery, the only way to lose is not to play.

Call my office at 1-877-316-4448 or click here  to schedule your appointment today.

Steve Gordon

No one should ever have to suffer inside a commodity business…”it just ain’t no fun!”

Here are the top 10 ways to get out, get happy and get profitable:

#10. Get better marketing. Use direct response, lead generation strategies to get prospects to call YOU for free information…then follow-up forever. (Only 10% of prospects ever get more than 3 follow-ups…there’s not much competition after that.)

#9. Be a conduit to important connections/resources/information. Make doing business with you the golden ticket to access all the extra goodness.

#8. Get more referrals. According to best selling author Tom Hopkins referred prospects are 500% more likely to close than cold prospects. And you can bet low price isn’t their #1 buying criteria.

#7. Stop selling commodity units and start creating unique packages. Package what you sell with other related products and services that enhance your main product. Bundle them together to force an “apples to oranges” comparison.

#6. Come up with a better guarantee. Strong, creative, comprehensive guarantees are proven to increase sales. And it’s often a great (and free) way to stand apart from your competition.

#5. Stop selling to everyone and focus on one specific type of client (at a time). Be the ____________ (what you do) for ____________ (specific type of client).

#4. Raise your prices…and create added value to justify the bump. Sometimes higher prices will drive higher volume. Test to see what combination of price/volume delivers more PROFIT. You don’t deposit volume in the bank…you do deposit net profit.

#3. Look at what the competition is doing and do the opposite. Listen to the wisdom of Earl Nightengale in his 1956 recording “The Strangest Secret”…“Look at what the majority of people are doing, and do the exact opposite, and you’ll probably never go wrong for as long as you live.”

#2. Anoint yourself as the expert in your market. Write, speak, blog, email to claim and hold the position of expert and leader. “We all like to buy something from an expert–somebody we like, respect and trust.” – Joe Sugarman (creator and marketer of Blue Blocker sunglasses and countless other successful products.)

And the #1 Way to Never, Ever be a Commodity………

1. Decide not to.

Yes folks it’s just that simple (not necessarily easy…but simple). Make the decision, then do what’s necessary to get out of the commodity trap. You deserve better!

Steve Gordon

P.S. Sick of being a commodity? Why haven’t you called me? I specialize in getting business owners out of commodity hell.

Call me today to schedule a 49-point Marketing Audit.

In honor of the new, improved E-Letter (click here to subscribe), I’m knocking the price in half…you get a complete marketing checkup and at least 3 actionable ideas to attract more clients for just $123.50. But only until October 5th.

Call me (1-877-316-4448) or go here to get yours.

P.P.S. If you’re not thrilled with the ideas and insight you get I’ll refund your money, no questions asked. You’ve got nothing to lose.

Without a doubt strongemail marketing/strong is the most effective and economical ways that small businesses can communicate with customers and clients. But there are a lot of myths among business owners, usually based on their perception, not tests or real numbers, that prevent them from using email the right way.

Here are the top 7 myths… h2Myth 1. You can send too frequently./h2 If I have another meeting with an entrepreneur who thinks that email marketing is having a Constant Contact account and sending out an email once a quarter I’m going to scream!

The truth is you can send an email to your list, daily, three times a week, weekly, bi-weekly…you pick one…and it’s likely to be very effective if you do two things: ol liSet the expectation up front with the people on your list so they know what they’re signing up for./li liSend relevant information in each message./li /ol That’s it. Will more people unsubscribe? Maybe. Is that important? Probably not. (see Myth #2) h2Myth 2. Unsubscribes are bad./h2 I have seen some serious ringing of hands and gnashing of teeth over a few unsubscribes here and a few there. It’s not a big deal. Truth be told, you want some unsubscribes every time you send a message.

The people getting off your list are saying “this isn’t for me.” As a marketer you should be thanking them for excusing themselves. Now you can focus on the real prospects…the ones who value what you send and who want a relationship with you.

One salesman in my hometown voluntarily got on my list, but didn’t like the number of messages he got (just a few). He emailed me to give me his candid email marketing advice and I promptly and politely removed him from the list. When I see him around town he refers to me as the “man who sends the messages” and repeats his opinion of my marketing.

I have two choices. Listen to this one person (who by the way isn’t a client) and change what I’m doing. Or, stay the course. My bottom line favors the latter. h2Myth 3. You need a big list to make money./h2 It’s not the size that matters…

It’s your relationship with your list that’s important. You build relationship in email marketing just like you do in real life. ul liShow up consistently and often./li liBe of service./li liHave conversations./li liMake introductions./li liShare yourself./li /ul You’d never expect to build a strong friendship with someone in real life if you only spoke to them once a quarter. h2Myth 4. You have to write all of the email content yourself./h2 It’s great if you can write and you have time to do it consistently, but you don’t have to.

You can act as a collector and curator of information for your prospects and customers. There’s a good chance that if you find something interesting, your subscribers will too.

Make a list of the five most interesting articles you read this week and send it out. Even if they have nothing to do with your industry.

As a bonus…insert your opinion on some of the topics where appropriate.

If you’re sharing great resources your list will appreciate you and see you as a leader. h2Myth 5. You can’t sell in email./h2 If this were true, what would be the point of email marketing? According to the Direct Marketing Association email marketing returns $43 for every $1 you spend (on average) so somebody’s selling something.

The challenge is doing it right. I teach my clients that email marketing is a a href=http://stevegordonmarketing.com/consultingsilent sales machine/a. You wrap your sales message inside a great piece of valuable information.

No one likes to be sold but you know what they say: “A spoon full of sugar makes the medicine go down…” Integrating your pitch with your content not only makes it easier to swallow, it makes your buying your stuff seem like the next logical step for those who found your content useful. h2Myth 6. It’s got to be pretty to work./h2 “Beauty is in the eye of the beer holder.”

Some of the most effective emails I’ve ever sent were ugly, plain text things with no images, no logo, no color…nothing but the words.

Right now, the only email I send that has any design to it at all is my weekly email magazine, the “Marketing Entrepreneur’s E-Letter”: http://stevegordonmarketing.com/eletter. All of the follow-up emails I send are plain text…by design.

Why does plain text work better?

Let’s put ourselves in the shoes of our email recipients for a moment. If you’re scanning through your inbox looking for the important messages. The ones that you need to read right now and you see a big logo or image at the top you instantly know “this is a mass email…it’s not actionable…I can read it later.”

On the other hand, if you get what looks like a plain old email (like real, everyday people send) you’re probably going to at least scan it to see if you need to respond.

Don’t worry about having the perfect design…or any design at all. Just get your message out. Today! h2Myth 7. My clients will hate me if I make a mistake./h2 You will make mistakes. It’s part of the learning process and you want to make mistakes. I’ve made my fair share over the last two years since I got serious about email marketing.

I’ve sent emails that didn’t get opened…emails that aggravated a few…emails with typos…changed branding three times…sent emails with boring subject lines…you name it.

But by far the biggest mistake I made was not emailing consistently or often enough in the beginning.

But I keep showing up and talking to the people who have asked to hear from me.

And they have rewarded me with their attention and business.

Would some free PR help you get more clients?

You bet!

But you’re not getting the PR you’d like to have for one simple reason…you don’t know how to get it…you don’t know what to say…and you don’t know who to talk to (OK that’s three reasons).

There’s plenty of information out there (according to Google there are a mere 314 million webpages that will help you). The problem is knowing what actually works.

Most of the popular advice is garbage. For example:

• Submit online press releases
• Be an expert at something
• Friend reporters on Facebook
• Host events for local charities
• Be real (yes there is an actual article that suggests the key to getting press is to “be real”)
• Develop relationships with reporters
• Create a captivating media kit

Honestly, do you have time to write a press release once or twice a week on the chance that it’ll catch a reporter’s eye? Of course not!

If you had the time, you’d already be doing it.

The problem with all of these approaches is that they force you to chase cold media leads. That’s no good…you want red hot reporters, writing on a topic where you can add value to their audience and most importantly…on deadline!

The problem is how to find them…

Well, I’ve got a solution for you. But before I share it I need your commitment (without commitment these tips will not work for you).

Your Marketing Commitment

Repeat after me: “I (state your name) will devote 5 minutes of my day to finding free PR for my business.”

That’s it. Can you do it?

Red Hot Media Leads Delivered to Your Inbox Four Times A Day

I’m going to share with you my secret source for getting lots of free PR opportunities. In the last 30 days I’ve been interviewed twice and have another in the works. Not a bad month considering it took just five minutes a day…and only on weekdays.

OK, here’s the secret…subscribe to two reporter “matchmaking services” (both are free):

1. Help A Reporter Out - HARO, as it’s affectionately called, is a connector of reporters looking for experts and experts looking for interviews. It’s free to register as an expert. When you do, you’ll receive 3 emails a day (morning, noon and evening). Each email includes dozens of press requests organized by topic. Each listing has all of the information you need to respond to the opportunity. You’ll see requests from the Wall Street Journal next to requests from small blog sites.

2. Reporter Connection - Like HARO, Reporter Connection links reporters and experts. When you register for free you’ll get one email each day with listings. As with HARO, the details of the request and the contact information for the reporter are right in each email. This is especially convenient…I’ve responded to some requests right from my iPhone.

That’s four lists of reporters looking for experts like you, five days a week. I know you can make hay with that!

The key is to read list shortly after it arrives. I get them on my iPhone and triage them during those few minutes between other activities. Each email takes just 30 seconds to scan for gold nuggets of PR. If you find something on topic click the link to view the full listing (further down in the same email).

Be sure to note the deadline (occasionally you’ll see one due that same day). If you’ve got a relevant response set aside some time later that day or the next to write your “pitch.”

Unlike writing press releases, your pitches to these reporters must be brief. I landed one last week and the reporter required all responses be less than 500 characters (not 500 words).

That’s great…you’re busy, the reporter’s busy so cut to the chase.

You’ll probably be a bit nervous when you send in your first pitch. Don’t worry about it, just respond.

I’ve found the key to getting media consistently is to respond through HARO and Reporter Connection regularly. Do your best, but focus on persistence, not perfection. As you land more interviews you’ll get better at crafting winning pitches. Give yourself time to get good.

How to Use HARO and Reporter Connection To Get More Clients

HARO and Reporter Connection are great for finding PR for your business. But if you stop there you’re cheating yourself.

Do you think your prospects and clients might like some free press for their business too? You bet!

Don’t just read those daily emails with your business in mind…look for opportunities to get your prospects and clients some press too.

My goal is to find one opportunity a day for someone in my network. Then I just forward them the email and tell them how to respond if they want to. I don’t know how many respond, but I do know that I am a much more valuable resource to my prospects, clients and network because they know I can connect them with press opportunities. They tell me so.

The truth is, I’d do it even if it didn’t help me attract clients because it just makes me feel good…and it’ll make you feel good too.

And remember so far you’ve invested 5 minutes of time and zero dollars.

But I’m A Local Business, Why Do I Want Press From Somewhere Else?

That’s a fair question…here’s a better than fair answer.

You want all the press you can get. Even if it’s in the Timbuktu Times. Here’s why… It validates your business in the eyes of your prospects and clients.

If the media is turning to you on a regular basis because of your expertise your position in the minds of your prospects and clients will be elevated to expert status…and then celebrity expert status.

“But my prospects don’t read the Timbuktu Times!”

That’s OK, they don’t need to…You’re going to tell them about the interview.

The best example I’ve ever seen of this technique is at Five Guys Burgers. Find one near you, go get a burger, and while you’re standing in line, or standing in the restroom or walking in the hall to the restroom or sitting at your table…or…or…all you see are newspaper and magazine clips from all over the country talking about the burgers.

The burgers don’t have to be that great…but you’ll believe they are that great. It’s right there in print. It must be true!

They have done a masterful job of showing social proof to validate your decision to eat there. And they’ve shown you that Five Guys is a place people are talking about. The suggestion is “you should be talking about them too.”

And I’ll bet you will.

Being in the news is newsworthy. Tell your customers like Five Guys does or send them the clip of the article in the mail. Email a link to your email list…post it on Facebook…tweet it…link it on LinkedIn and put it on your website.

Every time you’re featured in the press it’s an excuse to talk to your prospects, customers and referral alliances. You’d be crazy not to use the excuse to stay in front of them.

This marketing strategy is easy, free and it works. So stop wasting time trying to get business through social media and start getting exposure in actual media.

One of my favorite quotes from Donald Trump is “Be somebody and be somewhere.” Being talked about in the press positions you as “somebody.”

Go sign up for HARO and Reporter Connection and then post a comment to let me know!