Transcript continued from the Episode 012 Show notes
Everyone has been leaving these incredibly nice comments. It’s really helpful for me for you to leave a review on iTunes and I really appreciate that. So, thank you so much to everyone who has been doing that. If you’d like to leave a review in iTunes you can pop over there at MasonWorld.com/itunes and that will take you where you need to go. Or you can find the show in iTunes application on your PC or MAC and you can leave a review right there. I’d love that very much.
The other thing I wanted to mention to you was we’ve got a phone line and I would love to take some user calls and questions if you’ve got questions about internet marketing I’d love to answer some of those. You can reach me on the MasonWorld.com Late Night Internet Marketing Podcast Hotline, 214-444-8655. Operators are standing by to take your call right now. I’m just kidding, but I would love to hear from you, so feel free to give me a call any time.
So, I’ve got two major things to give to you today. One of them is I’ve been doing a lot of thinking as I mentioned previously about where to take the MasonWorld.com brand and it’s been in the context of what I think is important about the way to approach internet business and I wanted to share some of that with you today.
To go along with that I’ve got a fantastic interview that I’m pulling out of the archives. I think I must have done this interview almost eight months ago with a guy named Scott Tousignant from Fat Loss Quickie. He’s one of my favorite people and he’s one of these people in internet marketing that’s not making money selling people information about how to make money online, he’s making money online doing what he’s passionate about and that’s right in line with what I wanted to talk about this evening.
I’ve been thinking about sort of what I’m really all about as an internet marketer. To be honest with you, I’m often kind of jealous about these people who have these fantastic businesses that come directly out of what they want to be doing anyway. Now, I love internet marketing and it is one of my passions, but I think it’s really neat when people are fantastic guitar players, so they build a web business around guitar that doesn’t really have anything to do with internet marketing.
Or like Scott Tousignant, who you’ll hear later, he is a fitness guru, he’s been teaching people about fitness and doing personal training for years and you’re going to find out that he built his internet business around this kind of fitness thing. Pat Flynn, who I’ve had on the show before, he built his first internet business around his passion for architecture and some particular niche inside of the architect space.
I think that’s a really genuine real thing and as I said, maybe jealous is not quite the right word, but I love to see those businesses where people are really genuinely building businesses around what they love. So, I’ve been spending a lot of time trying to figure what is that thing for me, what is it that I love.
It turns out that it’s something that I love doing more than some particular thing, and that is I love teaching, I love to help people be successful. I get a lot of fulfillment out of the idea of helping people, so that’s definitely one of my passions. I’m also really passionate about internet marketing, anyone who knows me knows that and you’ve seen as much internet marketing as I’ve gotten done over the last three years late at night, you know that I really care about it because I keep at it.
I’m also passionate about this idea that I do this in the evenings, late night internet marketing, while keeping my day job. So, it occurs to me that what the MasonWorld.com brand is really about, what I’m really about, is teaching people how to do internet marketing part time, typically people who are wanting to make a little extra money or wanting to get into internet marketing because they eventually want to quit their day job. That’s really what I’m passionate about and that’s what I’m going to focus on.
From my perspective that means there are three critical pieces to the MasonWorld.com brand. There’s doing affiliate marketing, and I say affiliate marketing because for reasons that I may explain in another podcast episode I really think for part time internet marketers affiliate marketing is at least the best thing to start with, if not the best thing to do in general.
So, doing affiliate marketing is a really critical part of the MasonWorld.com brand because it keeps me current on what actually works. When I say affiliate marketing I don’t really mean selling stuff to internet marketers, I mean affiliate marketing in the sense of selling physical products, affiliate links to physical and digital products in other spaces besides internet marketing. So, there’s doing affiliate marketing.
Then the other thing that I’m really passionate about is talking about affiliate marketing through the MasonWorld.com blog and through the podcast, which I love to do, just somehow I don’t always seem to get it done. So, I love talking about affiliate marketing and I love writing about it, so that’s sort of the second leg of my branding stool that I’m going after.
Then the last thing is teaching affiliate marketing. I do think that one way I can be really effective is to put together kind of what I would consider the ultimate course for the beginning affiliate marketer who wants to get started in affiliate marketing, something that’s completely hype free and full of value that I can be really proud of, a step by step guide that somebody that was in my situation three years ago and wanted to learn affiliate marketing could follow and have a reasonable chance with hard work of being successful, something that other internet marketers could point to and recommend with enthusiasm because they knew it was really a quality product.
So, that’s my focus for 2011, doing affiliate marketing, non-internet marketing niche affiliate marketing, talking about what works in that space on the blog and in the podcast, and then putting together a course for beginners on how to do affiliate marketing. I’ll be headed in that direction and I’ll be talking about that journey on the podcast and talking to you about what works and what you can use in your affiliate marketing business and in internet marketing in general.
One of the things that I think is really critical about getting this kind of focus came to me when I started to get really derailed. I was working on 15 different projects, some of them I was really excited about, some of them I wasn’t so excited about, and I got some coaching from Nicole Dean who told me, “Look, dummy,” actually I don’t remember if she said dummy exactly, but she certainly had that sound in her voice, “You need to get focused on what it is that you’re passionate about.”
I hear this over and over again from mentors that I’ve had in this space that you need to be focused on your passion and not be distracted by things that aren’t important to you. I think that’s what I’m doing here and I hope that that’s advice that you can find helpful. I said in Episode 11 we were going to have a motivational segment every week or every podcast, and this is my motivational segment for you this podcast…
Really take a look at your internet business, figure out how to ditch the stuff that you don’t like and focus on the stuff that you really do like. Focus on the things that you’re passionate about and you will love the results and that will increase your success probably 100 fold.
And now for the really good stuff. I’ve got an audio recording of a phone call I had with Scott Tousignant. Again, I’m not quite sure how long ago this was. But, Scott is a wonderful guy who I’ve actually met in person. We hooked up at the NAMS (Niche Affiliate Marketing Systems) Seminar and he is just awesomeness, he’s got lightning in a bottle. I just want to share this call with you.
If you want to get motivated to understand what it’s like to be doing something that you love on a day to day basis, changing people’s lives, getting paid to help people profitably, this guy has got it figured out. Without further ado, here’s Scott…
Mark Mason: Hi. This is Mark Mason from MasonWorld.com. I couldn’t be more excited to have on the line one of the guys in the industry that I really respect. He’s become a great friend and we’ve had a lot of discussions about a lot of things that are going on in my internet business and in my own personal life.
It’s Scott Tousignant from FatLossQuickie.com. Scott, how are you this morning?
Scott Tousignant: I’m doing fantastic, Mark. It’s really great to be hopping on the call with you. It was great meeting you in person recently and just building upon a relationship that we already have together. I’m really excited for everything that you’re doing and excited to share some great information with your listeners today.
Mark Mason: Thank you very much. I really appreciate you being here. This is a little strange for me. We’re recording this at 5:00 AM Texas time, and as you know I’m the Late Night Internet Marketing guy, so my whole world is a little confused at the moment.
Scott Tousignant: My pleasure. I used to do the exact same thing, because I used to work full time and do the internet marketing thing during the evenings. But, now I find I am most productive in the morning before the kids get up. So, I get myself up a few hours before everyone else and find that I get most of my necessary work done before anyone else is ever up. I’m wide awake and perky right now.
Mark Mason: Well, that’s exactly one of the things that I wanted to talk to you about. It was so cool, as you mentioned, meeting you at NAMS, because I met you first because I was one of your customers of your information product over at GetFatLossQuickie.com. We’re going to talk a little bit about that today.
It was really neat to meet you, because you have all these raving fans. At this conference you actually had someone who was advertising your product on their backside. Isn’t that true?
Scott Tousignant: Absolutely. We had a few people wearing shirts, but Get Your Quickie On was pasted on one of my customer’s butts, which is very exciting to see. It was a nice pleasant surprise. I don’t have a product line of clothing or anything like that, but it sure after seeing it made me realize that I need to get some sort of store up with those things.
Mark Mason: Well, since all your avatars are shirtless, do you think you’re going to be able to sell shirts in that space?
Scott Tousignant: Maybe I’ll have to sell shirts that are like some of those beach towels you see where there’s the person wearing a bikini or something like that, so it will look like they’re not wearing a shirt.
Mark Mason: Now, is this a shirtless phone call for you? Tell me the truth.
Scott Tousignant: Actually, this morning it’s a little bit chilly in here, so I’m wearing my bathrobe.
Mark Mason: Okay, very good. Well, there are a couple of things I wanted to get from you. I’ve been interviewing some internet marketer types that I really respect and asking them three things that they wish they had known when they started their business.
I really respect you in your business, because you have so much passion around what it is that you’re doing online and you prove the point that it’s possible to make money doing something besides teaching people how to make money online. I think that’s an important thing for people to understand.
Can you just tell me a little bit about your business, your passion, and what it is you’re trying to do really to change the world?
Scott Tousignant: Sure. Basically, everything I do is targeting the fitness niche. You bring up a good point there. I find a lot of people who get started online and they’re learning from all these other internet marketers how to make money online and a lot of them think that’s the only way, “I’ve got to teach people how to make money online.”
If you’re not making anything yourself, why should I be as a customer coming to you for advice on how to make money online? You can tell. There are a lot of people out there that are trying to go that route and it’s totally obvious.
So, the only way that I see a benefit to that is kind of sharing your journey, being upfront and honest, “Listen. I’m a beginner marketer. These are the things that I’m doing. This is what’s working for me. These are the programs that have worked for me. These are the programs that have not worked for me at all.”
Just kind of target your audience. Maybe it’s learn how to make your first 100 dollars online or make an extra 100 to 200 dollars a month spending money, not try to make the get rich quick thing out there, which I see all too often.
I strictly focus on helping people improve their health, their fitness, burn some fat, and live the quality life that they deserve. I’ve got membership sites in regards to fat loss, audio programs, ebooks, all just focused on improving the health of everyone out there and in line with my ultimate purpose and vision to reverse the obesity trend, especially with our young kids out there.
They need more positive role models, people who are not just successful in business and life, but in health and fitness as well. They need to see their moms and dads, aunts and uncles and look up to them as people who are able to achieve greatness in all areas of life and who are full of energy, zest, and passion and just looking great and feeling great at the same time.
With all my products the ultimate purpose is always in the background there. I’m really fortunate enough to have my wife working alongside me as well, blogging and creating videos with me. Our children are getting involved as well, which is really exciting.
Mark Mason: I love that about you, because it comes through in your product line. The approach you take is so personal, it’s so one on one, especially for an online product. Family is really important to you, and I guess this internet approach to your business to achieving your goals allows you to focus on your family. Right?
Scott Tousignant: Absolutely, yes. Yesterday we had a snow day here. I got up early as usual before they did, they got to sleep in, which gave me a little extra time too, but I got enough work done early in the morning. The kids were up and I was like, “Let’s go tobogganing and take advantage of all this snow.” I wouldn’t have been able to do that if I was still working my day job.
I’ve mostly been self employed all my life prior to bringing my business online. I had a health club, I was a personal trainer, so really I’m not used to working for the man, I guess you could say. I did work in a factory while I was going through University, and that’s my wife was as well, that’s kind of where we met working for one of the big three.
That’s kind of my limited experience working for somebody else, so I’ve kind of got that entrepreneurial spirit. Even then, I was pulled away from the house. It’s really cool to be here working on my terms, my time, and be able to spend time with my kids whenever I want to.
Mark Mason: That’s so awesome. I have so much respect for you and the way you’ve focused your business and the way you run it. It’s a great model for people to follow. That’s why I have a great question for you today.
I’ve been asking people like you that I really respect the three things that you wish you could have told yourself or that you wish you would have known when you started online. If you could go back and tell yourself three just really important key tips or concepts, what would those three things be? Can you talk a little bit about how they would have made a difference for you?
Scott Tousignant: Absolutely. I love that question. I’m sure the answers have been different from all the people that you’ve asked this question, all the experts out there who have answered this question, because everybody’s businesses are different. It’s kind of hard to narrow down exactly three best things.
It just depends on what’s going to suit you well, whether you’re someone who loves the technical stuff, or the pay per click type stuff, or SEO and all those things, or if you’re someone who prefers the social media side. There’s so many different ways to make money online, it’s going to be different for everyone out there.
I like the social media route. Thinking about an answer to this question I could give traffic tips, or give conversion tips, there’s so many different things. The things that impacted the most, I’ll start with the first one.
I’ve been marketing online for about four years now, and the first two years was part time. In the beginning it was very part time. I spent a good year to 18 months just trying to figure it all out, reading every ebook and taking every ecourse and all the different products out there, trying to soak it all in. I wasn’t making anything at all, because I was just in that learning mode and really having a difficult time piecing it all together.
The real breakthrough that came for me was when I decided to get some mentoring. That was a big step outside my comfort zone financially, mentally, it was a real big deal. Mentors, they’ll push your limits, they’ll get you to step outside of that comfort zone, they’ll give you the wakeup call, they’re your coach.
They’re there to kick your butt and make sure that you’re living to your potential and really following through with what you’re aiming to achieve. They can see your goals, see your vision, and help you even expand it, grow your vision and like I said, live to your full potential.
Deciding to hire a mentor, it’s not usually the cheapest thing to do. In the beginning I did group mentoring. So, I’d get my opportunity once in awhile to get put in the hot seat and really share a bit about my stuff and they would pick it apart and listen to my goals and help me become better. I had the opportunity to bounce stuff off of them and say, “Hey, there’s this new product.”
In the beginning you’re kind of deer in the headlights, you’re on a whole bunch of different email lists and you hear about all these new different products that are coming out and how to make money. You’re like, “Oh, that sounds great. I’ll grab it. That sounds great, I’ll grab it.” You can go on a major spending spree and a lot of times you’re left feeling disappointed, because it’s just not producing the results that you need.
A mentor can kind of take you by the hand, provide you with a blueprint, a roadmap, you can learn from their mistakes, you can learn from their successes, but they are someone who can see the big picture. They’re been there, they’ve gone through the hard times, they’ve gone through the struggles, and they’ve gone through the successes. For me, it’s the ultimate shortcut.
Even if you’re only doing this part time, having a mentor, I think that’s that ultimate thing you can do for yourself. You’ve only got so many hours in a day, you don’t want to be wasting those hours doing stuff that’s not going to be moving you forward as fast as possible. So, getting someone to really provide you with that shortcut and make the absolute most out of your time is crucial.
For me, it’s that kick in the butt. I did group mentoring for a couple of years and then I took it to the next level and hired a private coach, a private mentor for myself. That’s the kick in the ass.
Mark Mason: Right. I have to agree with you. I think you’re familiar with some of the stuff that’s going on in my business and I’ve had exactly the same experience recently with a person that I’m working with, who you know very well.
That’s how you get to the next level. You’ve got to have some catalyst to get you there and I couldn’t agree more. Excellent advice. So, what’s number two?
Scott Tousignant: Number two would be using video. Again, you see how much I use it now, but in the first probably about 18 months of my business I was not using it. I was doing email marketing, and at that point I don’t think I had a blog for the first year, maybe it was after that where I started blogging.
So, a bit of blogging and a bit of writing newsletters and things like that and trying to get my message across. I was pretty darn good with words and I was getting lots of great feedback. As soon as I started using video everything exploded for me.
Actually, I found out about using video and how to use it effectively by attending a live conference. It was on the pitchfest conferences, so a bit different from the experience you had seen at your first one at NAMS. I guess that’s a bonus little tip there, get to live events. It can really have a big impact on your business just connecting with the right people.
Video is incredibly powerful, because it really helped me connect with my readers. They got to see me. They say a picture is worth 1,000 words, I don’t know what a video is worth, a million words or priceless. They got to really feel my energy, see my energy, they got to see that I’m a real person.
In the fitness industry there’s a lot of people who have products and even top selling products out there that are lazy, out of shape, the worst possible role model they could ever have, but they hire ghost writers.
Mark Mason: No. Say it isn’t so.
Scott Tousignant: It’s awful. There’s a lot of scammers out there, which makes the public skeptical. It’s hard to get their trust.
Mark Mason: Right.
Scott Tousignant: So, it was a big deal for me to step away from the computer and say, “Here I am. This is the person who has been writing to you for the past year and a half. Here’s a demonstration.” Rather than using pictures and words, “Here’s one of my favorite exercises. By the way, this is my daughter, and my wife.”
They get to really see me and build that instant trust, which can really help in terms of conversions. Video really helps in terms of traffic as well. When you’re taking that video you’re putting it up on your blog, you’re putting it up on YouTube or Viddler or all those other sites, Facebook, Squidoo lenses, there’s so many different places where you can insert that video that can really drive traffic to your website and help build that relationship with your readers, visitors, and customers instantly.
It’s had a powerful effect on my business. I wish I would have started using it right away, because as soon as I did everything exploded. It really had a very big impact on my business. So, I wish I would have known that a year and a half sooner, because it just would have put me that much ahead of where I’m at right now.
Mark Mason: I couldn’t agree with you more in regard to your own branding. As a happy customer of your GetFatLossQuickie.com product, the videos are awesome.
The thing that I really like about your videos, the ones that you share on the web, now I know you’ve got other videos where you have a lot of post production attention, but the ones that I really love are the ones where you’re just shooting video and you’re kids are running in and out of the room and they’re kind of part of the product. It’s totally awesome, because as you say, it takes down all these barriers. I feel like we’ve been friends for a really long time, and the truth of the matter is we haven’t and I just know you because I watch your videos. ‘
Scott Tousignant: I get a lot of that feedback and it always makes me feel great. I’ve received several emails from customers who say I remind them of their son. When you’re trying to sell products to someone, if you’re like a stranger to them it’s going to be a lot harder to earn their trust and make that sale. But, if you’re someone who they think reminds them of their son you’re going to earn their trust instantly. It just creates a whole different experience for them.
A lot of people within the fitness industry will try to stage their videos, make the backgrounds perfect and everything. But, a lot of my customers are busy moms, they’ve got kids and it’s hard to find that time to workout, especially if the kids are running around, “Mom, I need this. I need that.”
When they see in my videos that Angie is working out and the kids are running up to her, “Mom, I need this.” Or they’re running in front of her. They’re like, “Okay. She’s still doing it. If she can do it, I can do it too.” It’s not this staged thing, it’s something that now becomes achievable.
Mark Mason: That’s so awesome. So, mentoring, love that one. Video, outstanding. That leaves us with the third thing. What have you got for me for number three?
Scott Tousignant: For number three I’d say we’re all marketers here. Whether it’s our own products or other people’s products we’re selling. We’re in the business of selling to people. You’ve got to know how to sell.
It took me awhile even though I’ve got the entrepreneurial background, I had a business offline, I still when it came to online wasn’t selling effectively. So, I really had to devour a lot of information and learn a lot of tips and tricks to become a better seller.
There’s physical books that I’ve read. One of my favorites that I think everyone should read is Influence The Psychology of Persuasion by Dr. Robert Cialdeni.
Mark Mason: Yes, that is an excellent book. I’ll put a link to that in the show notes. Great book.
Scott Tousignant: That was a big wake up call for me. It all made sense. I’ve studied a lot of psychology in University and just seeing the psychology of buying was a big deal. So, look for any kind of book on psychology of buying, persuasive writing, there’s a lot of different copywriting courses out there and a lot of different books.
Dr. Ciandeni has the other book, Yes!, which is another fantastic read as well. I’ve put a lot of his work into practice in my sales copy and my blog posts. Even learning from other people, like you’ve had Lynn Terry on. Just reading through her blog and seeing some of the things that she uses, just the P.S. in a blog post getting them to take action, having some sort of call to action, those are things that I was afraid to do in the beginning.
I didn’t want to be pushy or anything, but you can do it in a non-pushy way. Most of us want to be sold to. We’re just as business owners, online marketers, a lot of times we’re afraid to ask for that sale. So, it’s learning how to ask for it in the right way and in a persuasive way.
There’s certain words that you can use that are emotional triggers and buying triggers. It can just be one word and you can have it in your headline or sprinkle it throughout your post, your newsletters, or in your free reports or ebooks. It can just do wonders, even in your videos.
Using those strategies you can apply them right across the board in all your efforts of marketing, whether it’s videos, or Squidoo lenses, or Facebook stuff, or if you’re into PPC in your ads, things like that. You need to be an effective copywriter.
Mark Mason: One of the things, again, I really admire your business, because that selling by itself is one thing, it’s an important skill, but when you can cross supply it with passion around something that you really believe in, which is what you’re doing, then it’s just all that much more powerful.
The thing that you’re selling is something that you really know can help people and change their lives, or in some cases save lives. It’s just amazing how powerful it is when you’re applying these techniques to something that you really know is helping people and that you really care about.
Scott Tousignant: Absolutely. It’s such a great point. I think passion is, to me it’s everything. I know there’s been some great discussions out there on some other blogs about passion and profit. I forget what Lynn’s post was there about passion. To me, it’s everything.
When I first started out, actually it was probably six months into it, and I was learning from a few different people, reading books, and I actually connected with someone in person who happened to be visiting my city. They were telling me not to go for the fitness niche, because there’s just too much competition out there. But, fitness was my life.
It was everything I knew, it was something I was constantly fired up about. I ended up creating a product within a less competitive industry and it wasn’t something that I was passionate about. I wrote an ebook, created a sales page, got it up on Clickbank, and ended up not promoting it at all. The page is up there and it hasn’t made a dime, because I can’t get excited about it.
Mark Mason: Right.
Scott Tousignant: It’s sitting out there useless. I’d rather be fired up and passionate about something, because to me it’s something that I can get up every day, get fired up about, and I’m excited to work. It’s something where I have no problem coming up with content. Every day I have at least 10 to 20 different ideas for blog posts, videos, or topics to cover and I can’t get to them all.
Whether I’m walking to the mailbox, or out in the mall, or just talking in a phone conversation, reading the news, whatever it is I get incredible ideas for content, because I’m so fired up and passionate about it. It makes things so much easier for me to do business.
Mark Mason: Good. That kind of counts as a bonus tip, so I appreciate that. Like I said, I really admire all the things that you’re doing and have done. Thank you for those three tips.
I think a lot of my listeners are kind of like me in that they could use a little more focus on fitness in their lives. I know you’ve helped me with that and I know you could help my listeners too. Tell them a little bit about how they can find you and what you can do to help.
Scott Tousignant: Thanks. I appreciate that opportunity, Mark.
My program, Fat Loss Quickie and GetFatLossQuickie.com is really geared towards the work at home entrepreneur or someone who is just looking to get started online. It’s quick home office workouts. It doesn’t require much time or space. It’s video, so you get to see me and my kids in the background calling me fun names and everything.
It’s really designed to improve your health and help increase your focus and productivity, making the most out of that short amount of time that you’ve got to work on your business. It’s exactly what I do, it’s what we do here in my house. It’s quick, 10 minute home office workouts, 10 minute home office cardio. It’s really designed to crank up your metabolism in a short period of time and to improve your overall health.
When you’re getting started online it’s easy to just get completely focused on that and neglect the other things in life that really mean the most to you. If you don’t have your health, what do you really have? Building this business doesn’t mean much. I’ve seen it happen to me in the beginning, because I got my priorities mixed up.
I was completely focused on building the business and I would spend as much time as possible down in the basement working on this and eating Snickers bars and drinking caffeinated drinks, because I needed to get it done. I needed to do whatever I could to stay awake and get this business rolling. I was neglecting my health, because I thought I didn’t have the time.
I thought if I worked more I would get more done and I was neglecting my health and family at the same time. So, they really sucked and my kids didn’t have the energized dad that they were used to having. So, making fitness a top priority and taking that 10 minutes for a quickie can really have a big impact on your business. It’s not taking away from your business, it can actually improve it.
So, GetFatLossQuickie.com, learn about the program itself, visit the blog, read up on the information and read about what’s on my mind in terms of fitness and life in general. That’s probably the best place to get to know me better.
Mark Mason: All right. Well, thank you, Scott Tousignant. This has been awesome. I can’t tell you how much I appreciate you spending the time. I know my listeners are going to love hearing from you and interacting with you in the future.
I wish you all the best. If there’s anything I can ever do to help you, let me know, because you’ve helped me so much. I really appreciate the friendship that we’ve started to build here. I look forward to working with and around and through you in the future.
Scott Tousignant: I appreciate that, Mark. It’s been outstanding to see the action that you’ve taken, especially knowing that you’ve got another full time job in addition to this. It’s been exciting to see you grow as well.
It was great meeting you in person. The one favor you can do me is let’s get together again at an event in the near future as well and just keep finding great ways to work together and help each other out.
Mark Mason: That sounds great. Scott, thank you very much. I hope you have a fantastic day, sir.
Scott Tousignant: You can count on it. You too.
Mark Mason: Thank you. Bye.
That wraps it up for this episode 12 of the Mason World Late Night Internet Marketing Podcast. I hope you enjoyed it. My name is Mark Mason from MasonWorld.com, I hope you have an absolutely fantastic day. Thanks.
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