Tag Archive | "Tell"

Get Copyblogger to Tell the World Just How Great You Are

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The Truth About Traffic: What The Experts Won’t Tell You About Growing Traffic To Your Online Business

[ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] I was up one evening recently thinking about the marketing campaign I was about to begin for my new company InboxDone.com. Having studied and practiced many different ways to get traffic to an online business over the years, I feel there is one […]

The post The Truth About Traffic: What The Experts Won’t Tell You About Growing Traffic To Your Online Business appeared first on Yaro.Blog.

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Can’t Tell if Your Social Media Campaign is Really Working? Here’s What You Need to Know

The number of companies integrating social media into their marketing campaigns has been growing steadily over the past decade. Some businesses even rely solely on platforms like Facebook, Instagram, and Twitter to promote their goods and services. However, measuring the impact these campaigns have on their business remains a challenge.

A 2015 CMO survey underlined this difficulty, with only 15 percent of participating marketers being able to quantitatively measure the effectiveness of their social media marketing plans. Meanwhile, a recent MDG Advertising infographic shows that not much has changed with regards to measuring the effectivity of social media marketing and its impact on a company’s ROI.

According to the accompanying MDG report, only 20 percent of companies said they were able to determine the success of their social media campaigns while 44 percent could not determine social media’s impact on their business. This problem also affects marketing agencies, with 28 percent facing challenges in measuring the effectivity of social media. However, 55 percent of said agencies claim they could somewhat determine the ROI generated by social media while a mere 17 percent could accurately measure it.

[Graphic via mdgadvertising.com]

Challenges of Measuring Social Media Campaigns

Because social media is a relatively new (and constantly evolving) marketing channel, measuring its true impact of ROI remains a conundrum for many businesses. What’s more, a lot of companies remain unsure of social media’s place in the big picture.

There are other reasons why measuring social media impact remains complicated.

  • Businesses Have Different KPIs: Brands have their own goals, values, and propositions and the Key Performance Indicators (KPI) they want to measure depend on these. However, KPIs can change depending on the direction the company wants to take. This makes it hard to set specific metrics and data points.
  • Data is Limited: Each social media platform has its own set of analytics. Some tools engage followers while others show demographic information. It would also require companies to do a lot of mining just to put everything together.
  • Qualitative Results are Hard to See: It’s easy to see quantitative results such as the numbers of comments, likes, and shares. But the more important question is the kind of action consumers are actually taking — the qualitative results. For instance, are they buying products or just sharing content?
  • Business Impact is Hard to Determine: ROIs are about returns and investments. Even if companies are able to tie their social media campaigns to their KPIs and business goals, most remain confused as to what it means for their bottom line. Companies would have to consider the number of people working on social media accounts and their salaries, social media software, and advertising costs and compare them against KPIs.

Best Ways to Check Effectiveness of Social Media Drive

Despite the ambiguity, social media does have a positive influence on a company’s sales and revenue. The question now is how to measure and quantify this impact. Knowing the following metrics of your campaigns can help you measure their effectiveness:

  • Click-Through Rate: While click-throughs are a key metric, companies should do more than just track clicks. They should also focus on metrics geared towards specifically designed landing pages and content. Companies should also look at click-throughs in relation to bounce rates. High bounce rates imply that the site’s content is not delivering on the call-to-action or headline’s promise.
  • Conversions: Whether it’s a sign-up, filling out a form, or an online sale, companies should have a goal when it comes to conversions, especially when creating paid ads. This is significant as it provides direct ROI numbers. Conversions are also relatively easy to track. Some companies utilize lead generation forms while others opt for pixel codes.
  • Engagement: This metric is more than just the volume of likes a page or post has since it doesn’t give a clear indication of commitment. A meaningful engagement that results in brand awareness, product interest or sales are the best testaments to the impact of social media activity. Companies should put real effort into having a dialogue with their audience and influencers.
  • Traffic: Identifying the actual value of traffic is about checking the share of driven traffic and the actions generated by click-throughs. Tools like Google Analytics makes tracking the impact of social media on site traffic simpler. Companies should look more closely at how much of the site traffic was driven by social media since this will provide you with concrete numbers that you can work with.

Remember, you can’t market what you can’t measure (at least not effectively). So, before you run a social media campaign, be sure to set up adequate analytic tools that measure the data that correlates with the outcome you desire. For many businesses, picking the right tools and correctly assessing the data they collect comes with a learning curve. However, once you get past that hurdle, you can use the data to grow your business by leaps and bounds.

[Featured image via Pixabay]

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The Truth About Traffic: What The Experts Won’t Tell You About Growing Traffic To Your Online Business

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] I was up one evening recently thinking about the marketing campaign I was about to begin for my new company InboxDone.com. Having studied and practiced many different ways to get traffic to an online business over the…

The post The Truth About Traffic: What The Experts Won’t Tell You About Growing Traffic To Your Online Business appeared first on Yaro.blog.

Entrepreneurs-Journey.com by Yaro Starak

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The silent social majority: what social media analytics don’t tell you

If you’re getting flack over the lack of engagement on your company Facebook page, here’s a fact that you can use to fight back. 90% of social media engagement comes from only 30% of your social media audience.

I even have a graphic from Vision Critical to back it up.

visioncritcial volumeVision Critical’s new report “What Social Media Analytics Can’t Tell You” tells us that there are a lot of lurkers out there who aren’t being counted. For the report, they surveyed the followers of three companies —a major motion picture studio, a renowned broadcasting company and a cross-category apparel brand. What they found was that a whopping 52% of Facebook followers on those accounts were lurkers — people who post once a week or less. 19% were dabblers posting 2 to 4 times a week.

Enthusiasts post 5 or more times a week and when they say more they mean more as in 100’s of posts in a single week. These enthusiasts are the ones that carry your branded message out into the world, they share it with their many friends and add value to your posts. Unfortunately, this is only 29% of your audience so if you’re basing all of your marketing decisions on these amplifiers, you might be getting your audience all wrong.

In this survey, most of the enthusiasts were women age 35-54. Men and people over 55 had more of a tendency to be lurkers. So it might seem that the majority of your audience is female but that’s not really so.

Concentrating mainly on your enthusiasts does have its upside. 34% of enthusiasts made social media-inspired purchases. That was only true for 20% of lurkers. Now, there could be a little chicken or the egg at work here. It could be that lurkers aren’t buying because they’re being under-served. Or it could be because most lurkers are men and men are less likely to buy based on a social post. (Lots to think about here.)

Vision Critical did find some common ground. Lurkers, Dabblers and Enthusiasts all ranked funny or human interest content high on their list of topics to follow on Facebook. Facebook games were also popular with all three types of users. Food, DIY and Home scored high with enthusiast but not with lurkers. Oddly, 65% of lurkers said they liked to watch cooking shows on TV, so I guess they’re just more passive observer than active doer.

Vision Critical has a lot more to say on the subject but I’m going to wrap it up here with this; in some cases, chasing lurkers is a waste of time. Even if you reach them, they’re less likely to buy, share and support your business. But it can’t hurt to do a little digging into your follower stats to see just how representative your enthusiasts are compared to your followers as a whole.

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What New SEOs Don’t Know Unless You Tell Them: A Reminder from Outside the Echo Chamber

Posted by RuthBurrReedy

SEO experts spend multiple hours a week reading blogs, social media and forums to stay abreast of the latest search engine developments; we spend even more time testing and measuring tactics to figure out what works best for our sites. When you spend so much of your time thinking, talking and learning about SEO, you can get lost in the echo chamber and take your eyes off the prize of growing your clients’ businesses.

It’s easy to get excited about the new and shiny developments in search and to hang on Google’s latest announcements, but there’s no point in switching a site from HTTP to HTTPS if it doesn’t even have appropriately keyword-rich title tags. There’s no reason to run a button-color conversion rate optimization test on a site that’s still using the manufacturer’s default description on product pages. Sometimes your traffic is plummeting because you haven’t checked for new 404 errors in 6 months, not because you’ve been hit with a penalty.
Think horses, not zebras, and don’t forget one important fact: Most people have no idea what we’re talking about.

What clients don’t know

Running a business, especially a small business, is way more than a full-time job. Most business owners these days understand that they need to be doing something for their business online, but once they get beyond “have a website” they’re not sure of the next step.

Puzzle

Photo via
Pixabay

Moving back into agency work after several years in-house,
I was surprised by just how many businesses out there have never gone beyond that first step of having a website. The nitty-gritty of building a search-friendly website and driving traffic to it still aren’t that widely known, and without the time or inclination to become experts in marketing their websites, most small business owners just aren’t spending that much time thinking about it.

Hanging out in the SEO echo chamber is a great way to stay on top of the latest trends in digital marketing. To win and keep our clients, however, we need to step out of that echo chamber and remember just how many website owners aren’t thinking about SEO at all.

The good

Relatively few people know or understand digital marketing, and that’s the reason we all have jobs (and most of us are hiring). The strapped-for-time aspect of business ownership means that once someone decides it’s time to get serious about marketing their business online, they’re likely to call in an expert rather than doing it themselves.

There are some really competitive industries and markets out there, but
there are also plenty of niche and local markets in which almost nobody is focusing on SEO in a serious way. Take a look at who ranks for your target keywords in your local area, using an incognito window. If the key phrase isn’t appearing consistently on the search results page, chances are nobody is targeting it very strongly. Combine that with an absence of heavy-hitting big brands like Amazon or Wikipedia, and you may have a market where some basic SEO improvements can make a huge difference. This includes things like:

  • Adding keywords to title tags and page copy in an intentional, user-friendly, non-keyword-stuffed way
  • Claiming local listings with a consistent name, address and phone number
  • Building a few links and citations from locally-focused websites and blogs

It may not seem like much (or seem like kind of a no-brainer), but sometimes it’s all you need. Of course, once the basics are in place, the smartest move is to keep improving your site and building authority; you can’t rely on your competitors not knowing their stuff forever.


Even in more competitive markets, a shocking number of larger brands are paying little to no attention to best practices in search
. Many businesses get the traffic and rankings they do from the power of their brands, which comes from more traditional marketing techniques and PR. These activities result in a fair amount of traffic (not to mention links and authority) on their own, but if they’re being done with no attention given to SEO, they’re wasting a huge opportunity. In the coming years, look for SEO-savvy brands to start capitalizing on this opportunity, leaving their competitors to play catch-up.

From inside the echo chamber, it’s easy to forget just how well the fundamentals of SEO still really work. In addition to the basic items I listed above, a website should be:

  • Fast. Aim for an average page load time of under 5 seconds (user attention spans start running out after 2 seconds, but 5 is a nice achievable goal for most websites).
  • Responsive so it can be viewed on a variety of screens. Mobile is never getting less important.
  • Well-coded. The Moz Developer’s Cheat Sheet is as good a place to start as any.
  • Easy to navigate (just as much for your customers as for Google). Run a Screaming Frog crawl to make sure a crawler can get to every page with a minimum of errors, dead ends, and duplicate content.
  • Unique and keyword-rich, talking about what you have in the language people are using to search for it (in copy nobody else is using).
  • Easy to share for when you’re building awareness and authority via social media and link building.

So life is good and we are smart and there’s a lot to do and everything is very special. Good deal, right?

The bad

SEO being a very specialized skill set has some serious downsides.
Most clients don’t know much about SEO, but some SEOs don’t know much about it either.

There are a ton of great resources out there to learn SEO (Moz and Distilled U come to mind). That said, the web can be a ghost town of old, outdated and inaccurate information, and it can be difficult for people who don’t have much experience in search marketing to know what info to trust. An article on how to make chocolate chip muffins from 2010 is still useful now; an article on PageRank sculpting from the same time period is much less so.

Outdated techniques (especially around content creation and link building) can be really tempting for the novice digital marketer. There are a ton of “tricks” to quickly generate low-quality links and content that sound like great ideas when you’re hearing them for the first time. Content spinning, directory spam, link farms – they’re all still going on and there are gobs of information out there on how to do them.

Why should we care?

So why should we more experienced SEOs, who know what we’re doing and what works, care about these brand new baby n00b SEOs mowing through all this bad intel?

confused

Photo by
Petras Gagilas via Flickr

The first reason is ideological – we should care because they’re doing
bad marketing. It contributes to everything that’s spammy and terrible about the internet. It also makes us look bad. The “SEO is not spam” battle is still being fought.

The second reason is practical. People billing themselves as SEOs without knowing enough about it is a problem because

clients don’t know enough about it either
. It’s easy for someone engaging in link farming and directory spam to compete on price with someone doing full-scale content marketing, because one is much, much more work than the other. Short-term, predictable results feel a lot more tangible than long-term strategies, which are harder to guarantee and forecast. Not to mention that “X dollars for Y links” guy isn’t going to add “There is a risk that these tactics will result in a penalty, which would be difficult to recover from even if I did know how to do it, which I don’t.”

How can we fix it?

SEOs need to educate our clients and prospects on what we do and why we do it. That means giving them enough information to be able to weed out good tactics from bad even before we make the sale.
It means saying “even if you don’t hire me to do this, please don’t hire someone who does X, Y or Z.” It means taking the time to explain why we don’t guarantee first-page rankings, and the risks inherent in link spam. Most of all, it means stepping out of the echo chamber and into the client’s shoes, remembering that basic tenets of digital marketing that may seem obvious to us are completely foreign to most website owners. At the very least we need to educate our clients to please, please not change the website without talking to us about it first!

Since terrible SEO gives us a bad rep (and is annoying to fix), we also need to actively educate within the SEO community. Stepping out of the echo chamber in this case means we need to spend some time talking to new SEOs at conferences, instead of just talking to each other. Point brand new SEOs to the right resources to learn what we do, so they don’t ruin it for everybody – for heaven’s sake, stop calling them n00bs and leaving them to learn it all from questionable sources.

As SEO content creators, we should also take time on a regular basis to either update or take down any outdated content on our own sites. This can be as simple as posting a notification that the info is outdated or as complex as creating a brand new resource on the same topic.
If you’re getting organic search traffic to a page with outdated information, you’re passively hurting the state of SEO education. A declared stance on providing up-to-date information and continually curating your existing content to make it the highest quality? Sounds like a pretty strong brand position to me, SEO bloggers!


Some people are going to read this post and say “well, duh.”
If you read this post and thought it was basic (in every sense of the word), go out right now and fix some of your blog posts from 3 or 4 years ago to contain the latest info. I’ll wait.

The takeaways

  • There are still a ton of markets where just the basics of SEO go a long way.
  • Don’t get distracted by the latest developments in search if the basics aren’t in place.
  • Brands that are getting by on their brand strength alone can be beaten by brand strength + SEO.
  • Old/bad SEO information on the web means people are still learning and doing old/bad SEO, and we’re competing with them. Branding and positioning in SEO needs to take this into account.
  • Clients don’t know who to trust or how to do SEO, so we have to educate them or we’ll lose them to shysters (plus it is the right thing to do).
  • Bad SEO gives all of us a bad reputation, so education within our community is important too.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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How to Tell the Stories Your Audience Wants to Hear

image of vintage phone dialer

You only have about 90 seconds to tell your story online. Probably less, but that number reflects conventional wisdom on the matter.

We all want to get pulled into a great story. It’s hardwired into our psychology. Storytelling has been an integral part of humanity since charcoal met cave wall.

And we’re surrounded by more and more stories every day. Stories we read, stories we listen to, stories we watch, and the stories we share with each new digital mode of communication that arrives on the scene.

And — if you’re lucky — you’ll get a minute and a half to tell your story (may the late, great film director Tony Scott rest in peace).

But if your stories aren’t original, creative, and relevant to your audience … no one will listen.

Here’s a few ideas on how to change that outcome …

Your content is your story, so tell a good one

Behavioral psychologist Susan M. Weinschenk Ph.D. notes:

Research shows that stories create images in the mind that may also trigger mirror neurons. Use stories if you want to get people to take an action.

Sounds a lot like the basic principles of Content Marketing 101, right?

I think the first rule of Copyblogger needs to be revisited here. If your content sucks, no one will tune into your story, and no one will take the action you want them to take.

But where does great content come from? Google thinks that relevance and originality count for quite a bit. Your search rankings — good or bad — prove this.

The online market is the big conversation we’re all having, and your product is the content and the story that you share with that market. If you’re not telling an original story, in the voice of a normal human being, people tune out your message, and incoming traffic to your site literally stops.

“Original” stories are found, not born

Need some help finding some creative inspiration? It’s all around you.

Well known voices in the field of “combinatorial creativity” like Kirby Ferguson (filmmaker), Maria Popova (journalist and interestingness curator), and Austin Kleon (NY Times bestselling author of Steal Like an Artist) all tout a well known secret of highly creative and prolific content producers.

“Everything is a remix”. Nothing is truly original. All stories are really mash-ups and derivatives of stories that have been told before.

Great ideas come from taking two completely different ideas and jamming them together to come up with something utterly original and new, but somehow familiar.

This is what all audiences crave. It’s why Hollywood still makes combined billions on remakes and adaptations of stories we’ve all heard a hundred times before, but want to see told again and again.

Star Wars, one of the most influential genre films of all time, borrowed elements from Joseph Campbell’s work on mythological traditions, classic Sci-Fi television serials, and Japanese samurai films to become something original and relevant.

Great copywriters have been borrowing from each other forever. They collect something called a swipe file of succesful ads to see what’s been proven to work, and to cull inspiration for new projects.

Austin Kleon writes “Your job is to collect good ideas. The more good ideas you collect, the more you can choose from to be influenced by.”

Of course fabrication, lying and outright thievery aren’t new to content creation either.

It happens every day, especially in high stakes journalism and publishing, but you don’t want to be that kind of storyteller.

Do your research. Combine what you know and love with your audience’s needs and desires to create something utterly unique, memorable and worth sharing.

Your original, creative content is your unique story, and if you tell it right, your audience will keep coming back to hear more.

Remember: The writer runs this show.

The underlying framework of all great online content is the written word. The blog post, the book, the podcast, the screenplay, the checklist for your fantastic interview, they are all words written by you.

The discipline of the writer

Write, write, write … and then write some more.

1,000,000 words.

That’s the amount of writing author Henry Miller thought you needed to get down in order to find your voice.

The original, relevant, and unique voice that makes you stand out in a crowd.

Sounds a lot like Malcolm Gladwell’s “10,000-Hour Rule”.

How long does it take write a million words?

“Ray Bradbury wrote at least a thousand words a day from the age of 12 on.”

He was making a living, and earning accolades as a writer in his early twenties. Coincidence?

Over to you …

Maybe you don’t have an NEA fellowship, or you’re not independently wealthy. You can still set aside the time to write, every day, no matter who or where you are.

Scribble those flashes of brilliance when you’re stuck in traffic in a small notebook (I never leave the house unless it’s in my back pocket). Beam your ideas into Evernote.

Wherever, whenever, whatever it takes to sketch the foundational ideas that will eventually grow into your timeless story.

As Mr. Ferguson reminds us, “Copy, Transform, and Combine.”

Now that you have all the tools you need to tell the story your audience wants to hear … what are you waiting for?

Note: In the spirit of derivative creativity, the headline of this post is a mash-up of a Gandhi quote “Be the change you want to see…”, a quote attributed to author Carol Shields “Write the book you want to read…”, and the classic copywriter’s workhorse … the how-to.

About the Author: Kelton Reid is Copyblogger Media’s Copywriter, and an independent screenwriter and novelist. Get more from Kelton on Twitter and Google+.

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Read This, And Tell Me StumbleUpon Isn’t An Amazing Marketing Tool

Some things don’t change. StumbleUpon, after all these years, can still be a great driver of traffic to your website, despite how little it has changed in comparison to other social services. Think about how much Facebook has changed over the years, or even Twitter. StumbleUpon is certainly a different kind of beast, but each of these products is used by people to consume information, and even if StumbleUpon’s primary appeal isn’t necessarily the social element, that element is there, and it has helped make StumbleUpon one powerful force for content producers.

We had an interesting conversation with social media consultant Brent Csutoras from Kairay Media, who has been talking about the power of StumbleUpon for quite some time. We’ve chatted with him a number of times about the subject over the years. You can find some of our other interviews here.

Csutoras tells WebProNews that marketing on StumbleUpon hasn’t really changed much over the years. “They have made a number of changes that changed the way we prepare our campaigns, but essentially the approach is the same today as it was years ago,” he says.

“StumbleUpon’s algorithm uses a tree network system blended with quality scores for the account, the domain, and the content, which determines how visible any specific article can become,” says Csutoras. “So submitting quality content with the right categories (ones that are StumbleUpon made and not your personal guesses), along with sharing your content with key individuals in your network, is still the basic strategy to marketing within StumbleUpon.”

“We have seen an improvement in using StumbleUpon Ads to boost your content’s natural traction, but it relies on the content being high quality and targeted for the StumbleUpon audience,” he notes.

Late last year, StumbleUpon launched a big redesign (complete with a logo redesign), seemingly making the site itself more of a destination for users, but Csutoras downplays the importance of StumbleUpon.com.

“We had a number of discussions with StumbleUpon about the redesign,” he tells us. “What we learned was the percentage of StumbleUpon users that actually participated through the website was very small, so the redesign really had little to no negative impact to our marketing efforts. Remember that StumbleUpon is essentially a social tool bar and is not focused on being a web portal.”

There’s certainly a great deal of truth to that, as StumbleUpon is all about the content from around the web. It only makes sense that users use it most while they’re elsewhere on the web. The very nature of StumbleUpon, obviously drives you throughout the web at large. This is why it’s such a powerful driver of traffic.

StumbleUpon does not get the media attention of some other services, like Pinterest, for example, yet content producers are clearly getting tons of traffic from users thirsty for more compelling content, whether that be something funny, interesting, or just plain cool.

“I think that StumbleUpon has always been below the radar when it comes to media attention,” says Csutoras. “That might be attributed to the fact that it has stayed true to its core offering and not tried to copy other social sites, so there are fewer drastic changes or features to discuss.”

“StumbleUpon has launched the StumbleThru feature, Channels, added search to the site, opened up the categories to create your own, and many other features, but they just do not get the media coverage.”

These are the kinds of features that seem like they could do nothing but help content get in front of the right people. Speaking as a user, the search feature (the “Explore Box“), for example, has driven me to countless pieces of content related to whatever topic I happen to be interested in at that moment, eagerly awaiting a thumbs up and/or a share. I have to assume it’s had a similar impact on many other users.

Explore Box

The StumbleThru feature and channels serve no other purpose, but to serve up more of your site’s content to users (granted, channels aren’t just available to everyone).

StumbleUpon can drive a great deal of traffic to a page relatively quickly, but perhaps its real appeal for content providers is the long term effect it can have.

“You have to remember that the way StumbleUpon’s system works, when your content gets traction, it will get waves of traffic for years to come,” says Csutoras. “For instance, if one of your articles gets a 15,000 visitor spike, you will see that the trail off on that traffic never really goes away. This is because as your content gets popular in StumbleUpon, it queues up for the people who have subscribed to the category applied to your content. Users are only shown the content one time each, but some users may not be that active or their queue is really full.”

“Fast forward a few months when there might be another 10,000 people who have signed up for that category,” he adds. “As those inactive users log in over time and vote up your content, it will again start to gain traction again and potentially go popular showing to all those active members who have signed up since the last time it was popular. So you might see another 7,000 visitor spike months later.”

“This cycle has the potential to repeat for all your content forever,” Csutoras says. “In addition, if enough people tag the content with another category, it can cross over and become visible to a whole different segment of people. This is the beauty of StumbleUpon and why people who have been using it regularly love it.”

“Lastly, StumbleUpon has done a great job over the last year in defining associated categories, allowing more people who might likely appreciate your content see it, even if they are not subscribed to the exact match category.”

Suffice it to say, despite the lack of media attention StumbleUpon gets, compared to its peers, it is still highly relevant to anyone creating interesting content that wants people to view it.

Just remember (and I think it goes without saying, but just in case I’m wrong), the content has to be good. Otherwise don’t bother trying.


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