The savvy marketers figured this out years ago. I took a little bit longer, but I'm here to tell you: stop trying to make this tactic work! It doesn't.
In my previous post, I talked about website visits: "An unspecified number of people visiting your site for an unknown amount of time, reading an unknown portion of its content and taking either no action or an unknown action. That's what website visits are. But, they can be useful. "
And so can video views.
In 2016, Facebook was obsessed with CRUSHING IT in the video department. They wanted to crush "IT" and they wanted to crush YouTube, Periscope--you name it--in the process. This fact is mildly interesting for personal use of Facebook and it's fun to futz with Facebook Live and all.
But it's really interesting for Facebook for Business and using Facebooks Ads to find customers.
Because video ads are really cheap. You must supply the video of course, but uploading a video directly to Facebook ads and then targeting the ad at cold (cold = they have never heard of you) traffic doesn't cost you nearly as much as promoting a blog post and getting a user to click.
Setting up this ad is relatively simple: Set the objective of the ad to "Get Video Views" and upload your video. You can even set up captions right in Facebook Ads Manager.
Depending on the target audience and the quality of your video
In a recent campaign I ran for a client who has almost no website traffic, we paid about 2.5 cents per view of her entire 40-second video.
If I had targeted the same cold traffic with a link to a blog post on her website, I guarantee you we would not have been 2.5 cents per click. We could have been paying more like 50 cents a click. That's almost 200% more, for those of you who like getting your mind blown by big sounding numbers.
Put another way, we reached 1,000 people for $25. If we had tried to get them to click to the website, it would have been more like $500.
But we haven't even gotten to the part I'm excited about! Here is why I'm really excited about this: we (you, anybody) can now use Facebook Ads' Custom Audience feature to create an audience out of video viewers. You don't need people to go to your website to make a Custom Audience out of them.
And you can specify that you only want to include people in your audience who watched 50% or more of your video. So you know you're not creating an audience of people who are getting counted because the video played for a second or two while they were scrolling.
This is a huge breakthrough! If you just don't have the numbers or the money to advertise clicks to your website to strangers, you may still be able to carve out a budget to create an audience of several thousand people who have demonstrated that they are interested in your topic.
Here's how to create the custom audience:
Choose Audiences from the top menu
Click the blue button in the top left that says "Create Audience." Then click "Custom Audience." Choose the Engagement on Facebook option. Then click Video. Here's where you get to specify a video audience that watched at least 50% of your video:
Once you've created this audience, you can build the ad that offers them the coupon for the free class. Just remember to target this video audience when you are setting up ad targeting.
To recap, the steps are:
1. Create an informational video (don't close with a promotion or try to sell anything). This is news your audience can use. Keep it to 1-3 minutes.
2. Buy an ad with the video and target cold traffic.
3. Create an audience out of the people who watched 50% or more of the video.
4. Re-market to them by buying a second ad where you target only them and ask them to do something that's a heavier lift, like sign up for your email list.
Questions? Leave them in the comments.
If you want help setting up this particular ad type, find out how to work with me.
Online tactics-wise, I think the most important thing I've learned this year is that website visits do not constitute the accomplishment of any business goal.
Website visits do NOT constitute the accomplishment of any business goal.
I wrote it twice because it seems to be quite difficult for some of business owners and nonprofit leaders to accept.
Not saying that website visits don't count for anything, or don't mean anything. But they are not a self-contained business goal. An unspecified number of people visiting your site for an unknown amount of time, reading an unknown portion of its content and taking either no action or an unknown action. That's what website visits are.
But they can be useful.
Here's one way: you can drive "cold traffic" to your website and make it into "warm" traffic.
Cold traffic is website visitors composed of people people who've never heard of you before but demographically or interest-wise appear to be the type of people who are your biggest fans.
Before I describe how to do this: you need to install the Facebook Pixel on your website in order for what I'm about to tell you to work. The Facebook Pixel keeps track of website visits. It does a lot of other things, but that's really all you need to know for the purpose of this tip.
So, let's say you are KidVentures. (I don't work for them but they just popped into my head.) You know a lot about your clients: they are
- who have kids between 0-4
- disposable income to take their kids to an indoor playground
- time to take them during business hours
- need to take them -- maybe they have more than one kid
Step 1: Share a post that links back to your website
If you have a blog post that you know is particularly popular, share that. Anything informational that appeals to this target audience will do.
(You can select interests and target by demographics using http://facebook.com/ads/manager. Don't use the "Boost Post" feature to do this. It doesn't have the targeting features.)
With this ad, make sure not to ask your audience to do anything more than click to read the blog post. Don't ask them to buy anything. Don't ask them to sign up for anything. Just click: that's all you need them to do. And make sure the article or post is on your website. Don't link to a news article about your company that's on someone else's website.
In the case of Kidventures, I'd advise them to write a quick article where they interview a parent who loves their Parent's Cafe, or ask the parent to guest-write it. They should share something that would appeal to their target market (see the bullets above). A post about the relaxing benefits of having a cafe on-site (with Wi-Fi!) might do the trick.
Step 2: Create an Audience in Facebook
Once you've published the ad, it's time to collect the clickers. In order to do that, you need to create a custom audience within Facebook ads. To do this:
Now, paste the URL for the blog post you used in your ad. (Make sure you OMIT http://, www, and the slash (/) at the end of the web address.) That's it!
This audience will automatically update with a new member every time a new person clicks on that ad.
So, now, you don't have these individuals' names or contact info. But you do have them in a list.
You can use this list to do a lot of the same things you'd do if they had signed up for your email list. How about offering them a coupon, huh? Kidventures? You can share the coupon in an ad that you create, targeting only the people on that list.
Or you can run an ad with an offer and a link to sign up for your e-mail list in order to get it. A lot of people explain this kind of ad very well. Here's one I like.
You can create ads that target as few as 200 people on Facebook. I would try to get your audience size to about 1,000 (depending on the type and price of the product you offer); then run this second ad, where you re-target the people who showed initial interest.
What you're really doing is re-targeting an audience that has already initially shown interest. I don't make this stuff up! Read more about this tactic from the Master.
Like this tip? Tell your friends to sign up for my marketing tip newsletter.
I was ready to do something. ... But what? Everything? Nothing?
If you try to "sell in one step," the very first time someone interfaces with you or your business in any way, you're "forced to sell too hard in your ad, which results in almost no clicks or sales."
Writing for your business can feel daunting, even if you've been doing it for a while. These are my tips for getting started.
1. Make a swipe file. Are you already doing this? I can't think of a writer who wouldn't (or doesn't!) benefit from looking for inspiration. Keeping a swipe file for the different types of writing you do is a great way to cut down on wasting time perusing the internet every time you need to write something. It's a great way for keeping you from falling down the black hole of Twitter/Facebook, too.
Here are some swipe files to get you started (or Google them if you don't see one you like on the list!)
2. Write down every good question. This tip is for bloggers. This is the best way I've found for avoiding that feeling of not knowing exactly what to write about. Either you can't think of anything, or you can't narrow down your topic.
If you're committed to writing once a week or more, the only way you can stay consistent is if you create a long list of topics in advance.
So, where do you get these topics? From your conversations with clients and colleagues. Every time they say something that sparks a discussion between you two, every time you give the same very good answer to a question you've answered 8 million times before, every time you tweet about a small moment or experience related to your workday, write down the topic and a brief description.
3. Start in the middle. Full disclosure, this is the first full sentence of the blog that I actually wrote; this sentence right here.
I didn't exactly start here. I started by outlining the blog--I know I'm going to write about writing down every good question and about keeping a swipe file (which you already read about, but which I haven't written yet.) The reason I haven't written those sections yet: after I outlined them I got worried and stopped writing.
I started wondering, "Will anyone care about what I have to say about this topic?" "Do the people reading my blog really care about this topic?" "This is not going to be that good--why am I bothering?"
I have had this issue my whole writing life. It hasn't mattered what I was writing. It's worse when you're hoping that people will read what you're writing (as opposed to hoping they won't read it, which is a state more common among writers than you might think).
When I start at the beginning, I have this kind of Pavlovian reaction of paralyzing fear that it won't be good enough for anyone to read. And I have to stop.
So, I started skipping to the middle.
I write as though I've already gotten the hard part out of the way and I just have to get this darn thing finished. This mental trick (if you want to call it that) allows my fingers to loosen up--literally--as I start typing out the meat of a single idea.
I guess starting in the middle is a kind of swipe file. Getting a meaty idea fully formed on the page means you're not staring at a blank page anymore. You just need to go back in and connect the ideas.
Ok back to the top.
Why me liking this video so much can help you figure out how to talk to your customers.
"Why doesn't anyone see my Facebook posts?"
I get this question a lot from clients, non-clients, friends, Romans, etc. And I understand why. You write a post telling people what is so great about your business, what you've been up to, something that really matters to you.
You do this because want to create a post that inspire engagement, that connects with your audience and help them remember you, right? Posts that make them love you, trust you, remember you, CHOOSE YOU!? Any then no one even looks at it???
When I managed the Facebook page of a nonprofit online resource with a following of about 250,000 fans, I thought about how to get people to look at our posts a lot.
We actually higher than average "engagement" (likes, comments, shares, and clicks on our posts). But I was always looking over my shoulder at the specter of the Facebook Algorithm.
It looks like this, right? In all seriousness though, we know that Facebook curates every single user's feed. It's the reason most people's Facebook posts (whether they be personal or business page posts) don't get seen by all of their friends and fans.
Another thing we learned while I worked on that awesome site's social media:
Facebook decides what each of its users sees, and it's pretty mum about the exact combination of factors it uses to make those individual decisions.
But there are still plenty of business pages that get PLENTY of engagement. So, we must know some things. Right?
- Use beautiful photos to get noticed.
- Or don't.
- Write short posts! The shorter the better.
- Or ... don't.
- Post links to your website.
- Or ... you get the idea.
Here's my point: there isn't one specific format for getting your Facebook posts seen by an audience who might really care about what you have to say.
What does your audience care about? What matters to them? Or, if you want to think about it like this:
What does your message do for them? What does it mean to them?
And this is where studying what others have done can be really helpful and important.
In fact, studying what other people do is the best way to make a list of what to test on your own Facebook page and other social media profiles.
So, here I've dissected a couple of Facebook posts. One that got a lot of clicks to the owner's website (which you can view here once you sign up for my list), and one that got a lot of comments on Facebook itself (which you can view here).
They are both great examples because they garnered lots and lots of engagement--higher than average for the profiles they came from, and higher than average across the entire social media landscape.
They are also great examples because they served a purpose for the business owners who posted them.
And they are great examples because they use completely different tactics. But I break down why they worked.
Test out these tactics for yourself! Let me know how it goes.
Click the images to download:
This one's an easy question to answer, right? You're so busy because you have SO MUCH TO DO.
I hear you loud and clear. I have so much to do, too. I am reading Million Dollar Consulting a little at a time. (I recommend it to just about anyone who wants to start any kind of business.)
The author, Alan Weiss, posits an underlying reason you may have so much to do that you feel overwhelmed.
But before he shares that reason, he lays out his "unified field theory for consulting success." (By the way, he is so confident that his book will hook you that he reveals the whole shebang on p. 26 of a 267-page book!)
The theory is six steps long.
Simple, he says, right? "So why don't people abide by the simplicity of excellent consulting and accelerate their careers?"
We get distracted. We set a plan for the day, for the week, for the year, and then we find something that seems easy to tick off the list, and we prioritize that instead.
Where does that impulse come from?
For me, it comes from fear. I'm afraid to set a course and follow through. What if it doesn't work? Who wants to play the long game and lose?
But I've started to learn my lesson about setting aside long-term plans to build my business week after week in favor of quick fixes and just taking any and all new projects that come my way because of the fear that I might not get more business if I say "no" to anything. I hope I'm phasing out the squirrel-chasing part of my business.
Reading Alan's description made me realize I'm far from alone in allowing myself to get distracted by pursuing projects that just don't fit their business models.
I just wonder, how many other entrepreneurs and consultants have felt like they're chasing squirrels while they're building their businesses?
Here's Alan again: "The 'squirrel' you see is seldom relevant to your day, is almost impossible to catch, and in the long run actually tastes awful."
"Done is better than perfect." Don't wait for perfect.
If I'm wrong, e-mail me or leave a comment! I don't think I'm wrong, though.
I wrote down my goals during the workshop. I looked at them.
They looked back at me.
In any goal-setting, goal-achieving program, this is usually as far as I get.
Free stock photo sites, and where to go when you need to edit photos for free.
Pinterest is a powerful way to drive traffic to your website. Maybe you already knew that, and maybe you didn't. But what makes this images so compelling that people can't help but click on them?
This tactic, like many others, is quite simple, but you need to spend some time on it if you really want to start seeing it work for you.
1. Where does your target market spend time? Let's say you're product or service is aimed at people who work from home. How do you find them? Where do those people tend to go when they get tired of sitting at home in their PJs but still want to get some serious work done. ...
I bet you answered this question before you even finished reading it: coffee shops. So, if you start by typing in the behemoth of coffee shops, you'll see you have dozens of spots to explore via Instagram.
This geo-targeting tip allows you to connect with people who are ready to hear about your offers--and you may not have found these leads in other ways, or even by paying for an Instagram ad.
Remember, when you find a potential lead, you don't need to pitch them in a comment or private message. Just like two or three of their photos and follow them. If they are someone who's genuinely interested in your products or services, chances are they will start to follow you.
Then, work on posting great photos that represent you and your product. Here are some photo tips.
Have you tried this tactic for getting noticed? How has it worked for you?
We moved, which has resulted in me driving a lot more each day. This gives me extra time to listen to a lot more podcasts. So somewhere within this hectic week, I listened to a terrific episode from Amy Porterfield. Episode number 58 is nearly a year old, but the advice in it is so spot on that I almost choked on my coffee when I heard it.
Amy takes a question from a fan who leads with, "How do I increase my FB followers?"
If you've read my post about vanity metrics, you'll know that I hate this question. It turns out, so does the extremely successful (and very succinct!) Amy Porterfield.
Amy doesn't use the word "hate," though. Here's how she puts it: "This is where we need a reframe."
The reframe: Facebook followers don't translate into the number of clients your business has. Ads can help you build your client base, but only if each of your ads has a clear strategy behind that you implement and monitor, tweaking along the way as you see your results within Facebook Ads Manager.
As Amy says, " I want to help you see FB as a place where putting in a little bit of money will result in bringing back a lot of money."
Seriously! Or as I have said to new and prospective clients, to friends and family, to my dog Toby as he sits at my feet while I hammer away on my laptop keyboard:
Don't buy a Facebook ad unless you have a clear strategy for how you will receive a return on that investment. If you can't draw a line between that Facebook ad and how it will get prospective buyers/clients in the door, don't spend the dough.
This doesn't mean you won't have to experiment with some trial and error as you figure out the target audience for your ad, the right text and images, times of day (in some cases), and the most rousing calls to action you can.
But you can only figure these things out if you have a clear goal in mind. You can only know whether the ads are "working" if they are moving you closer to that goal, or if they aren't.
For example, if you set up an ad with the goal of getting those who see the ad to join your email list, and no one joins your e-mail list, you know the ad didn't work and you need to try something else.
But I just love how Amy handles this question because she puts to rest the idea that your number of Facebook page likes has much to do at all with the effectiveness of your online marketing.
I met Beth Anne almost a year ago here in San Diego, and her online business, Brilliant Business Moms, has sky-rocketed since then.
Whenever I talk to her about BBM or see her online marketing efforts, I think a big reason for her success is that she knows the community she serves and how she helps them. She offers support, tools, and tips for stay-at-home moms who want to grow their side-project businesses.
We could all earn from her clarity around who she serves and what she offers as we try to get the most out of our marketing efforts.
So, I wanted to give Beth Anne a chance to talk about her strategies in her own words. Below is our Q&A.
And check out her answers to a "lightning round" of 6 work-life balance questions I tossed her way in the video below.
(Skip to 1:15 to get her Number 1 tip for anyone juggling work and family time.)
More from Beth Anne on the birth of her business and what she's learned:
1. How did you decide to start your business? Did you have a moment of inspiration or did it evolve?
My business has completely evolved! It's definitely been a "one thing led to another" type of scenario! Initially, I started out with an Etsy shop selling butterfly terrarium kits. My sister and I opened that shop together in November of 2012.
We made some side income from our shop, but we wanted to grow it more. We thought a mommy blog focused on outdoor activities would be the perfect way to get more traffic and sales for our shop!
Well... it turns out growing a mommy blog is much harder than we anticipated! After several months of crazy hard work in early 2015, we realized we needed to find a way to pick the brains of other Mompreneurs and figure out how they were growing their online businesses. Since we couldn't find a resource that really did that in detail, we decided to create our own--the Brilliant Business Moms podcast.
Through serving the community at BBM, we discovered we could help our audience solve the problems of time management as Mamapreneurs--so our book and planner were born. Then, I created other digital products such as the Get-Found Guide to Etsy, and more recently, courses on Pinterest and Facebook.
I think, though, that very quickly after starting the podcast, I realized that we had something special. For the first time, Sarah and I were building a true community online, and we were so committed to serving the women that came into our path. From that point forward, the business became much more clear - because we knew who our audience was - and it was just a matter of helping them and serving them well.
2. One time you told me you tell yourself, "I'm just trying to teach that lady that was me, one year ago." If you could go back a year and give yourself one piece of advice, what would it be?
Focus! Seriously, it's that simple. I wish I would have dug into Pinterest wholeheartedly sooner, and I wish I would have created a course sooner. Instead, I pursued all sorts of little ideas at once. Some worked out,and some didn't. But hindsight is 20/20.
Also, I think it's much easier to spot lack of focus in others versus yourself. I look at the businesses of other Mamapreneurs all the time and do a facepalm because they're pursuing 3 completely separate things at once.
Don't do it. Give your initial idea a fair chance by diving in wholeheartedly. Until you've spent at least 150 hours doing nothing but marketing your business, you can't say you gave it a fair shot.
Remember this: "It's not the idea that's bad, it's your lack of focus that's bad." Give your idea room to flourish. Water it with loads of outreach and marketing, and if it still doesn't work, it may just need some tweaks. Don't give up so easily. Dig deeper instead of digging a new hole.
3. What would you cite as the big pivot point for your business? A moment that happened inside, or a big win that really made you feel like you were on your way?
I think the big pivot for me happened quite recently! It was really with the launch of my first course which happened at the beginning of March. I was amazed at how many of my loyal audience members showed up for the webinar, and how many of them said yes to the course! It made me realize how important it is to build relationships and serve your audience well. If you show them how much you have to offer, they won't mind voting with their wallet. Seriously, I feel so grateful for them!
And part two of that pivot is this: I'm focusing on one signature product right now. Instead of going back to the drawing board and creating something brand new, I will continue to market my new course for the next 6 months. There are so many women out there I can help, and I'm now much more confident in my ability to find them and market to them online.
4. What is the accomplishment that you're most proud of up to this point?
I've finally learned my lesson when it comes to focusing, and I can tell you that it has made a world of difference for my stress level, my income level, and my ability to balance my work life with my family.
It sounds strange to list "people" as an accomplishment, but I'm really most proud of the Brilliant Business Moms community! They're amazing! People tell us all the time that our private Facebook group is full of the nicest people around, and that makes me so happy. I have no idea how I got lucky enough to know all of the kindest, most helpful ladies online, but somehow I did!
Seriously, I'm so proud of them!
I just got back from a Meetup of budding entrepreneurs. A couple of them volunteered for the "hot seat" at our meeting: they spent 3-5 minutes talking about their business idea, and asking for any and all advice from the rest of us on how to move forward.
Each of these businesspeople had an idea, a great and powerful idea. But they expressed fear about making a commitment to bring that idea to life. They were afraid they weren't ready. They were afraid to try something and find that it didn't work. They were afraid that trying something and finding that it doesn't work reflects back on them and means that they are a failure.
They didn't say it exactly like that, but I recognized those fears because I have them, too, every single day.
The War of Art, which I've been listening to as an audiobook, has been helping me recognize those fears so that I can face them. It's been especially good at teaching me that trying something and having it completely and utterly fail does not mean that I am a failure. It just means that I need to try a lot of things before I find the thing that doesn't fail.
So what does this have to do with Bob Dylan?
Well, I've noticed over years of being his fan that Bob Dylan's music is not just loved and enjoyed. Bob Dylan himself is revered as an unassailable genius. Inspired.
"This is an artist whose working process has been as private as his personal life," said a New York Times article this past Sunday. Maybe for this reason, I find that lovers of Dylan's music always talk about Dylan like he's someone who doesn't have to work to produce the great music he's created over the decades. It just comes out.
Internalizing that notion has been dangerous to my survival. Because over the years it's made me feel like if I don't "get it right" right away, I shouldn't bother at all. This despite the fact that another writer a lot of people admire, Ernest Hemingway, once said,
The Times article provides evidence that the Hemingway quote is as true for Bob Dylan as it is for any of us.
I had to read that line twice.
Bob Dylan worked through more than 40 pages of changes to a single song. And then he cut the song from the album.
Rewrites and failures happen with the trying. Trying and failing go together. Not trying and not failing just mean that you never get to succeed, either. That is what I'm realizing. Some days when I feel like I've really messed up or I'm never going to figure anything out, that realization provides no comfort. Trying just feels too hard and the potential for success doesn't feel worth it.
But today, as I watched other budding entrepreneurs with potentially life-changing ideas peer wide-eyed over the edge, look back up at the group around the table, and say, "Do you really expect me to jump off this thing??" it gives me a lot of comfort.
Jumping feels scary and of course it does! If you jump off a cliff, you will probably land on your face. Until the time that you jump and you don't land on your face. I'm still waiting for that time, let me tell you. But!
The difference between Bob Dylan and many other potentially great songwriters and performers is that Dylan doesn't stop at "potential," and he never has. That may even be the secret reason people are so fascinated with him, although the mysteriousness probably also doesn't hurt. But he doesn't let the second-guessing stop him before he can get started. That makes him different.
Although may I just point out: Dylan has landed on his face MANY times, sometimes privately, sometimes in front of everyone. There was the example of the song above. There was Self Portrait.
And I myself witnessed an instance of Bob Dylan face-flatness. It was the time my friends and I saw him perform three summers ago at Jones Beach. He sounded so bad that we left early. On the way out my friend Daniel made the comment you see below on this Instagram photo.
Revered genius Bob Dylan fails on a consistent basis. I guess I can, too.
I listen to a lot of podcasts. Maybe you watch a lot of YouTube videos or stream a lot of TV shows.
The thing these three kinds of media have in common is that they have the potential to be "binge-able": you can find yourself playing the back catalog for hours until you've heard or seen every minute.
They feel like a book that you just can't put down. You just have to know what happens.
When you blog, one of your aims should be to create binge-worthy content. I know it's one of mine.
I don't want to create a blog that just anyone can binge on. I want to create a blog that my ideal client just can't stop reading; she's compelled to immediately start scouring the back catalog.
How does one do this?
I thought I'd try to figure it out by looking at my own experience. The shows I've binged on all have one thing in common--a well-defined format. The format allows their audience to know what they will get from the show, and it allows their shows to appeal to a narrow audience. A narrow audience means a smaller audience, perhaps, but it also means a much more passionate, devoted audience.
These are people who love talking about and thinking about your content, who will share it across social media, talk to their friends and family about it. They are advocates.
One show that I think epitomizes this theory is the podcast Denzel Washington Is the Greatest Actor of All Time Period. The format: review each Denzel Washington movie in alphabetical order.
That's... pretty narrowly focused.
But, because the hosts are smart, funny, and in show-business themselves, they are able to discuss an endless array of issues within this frame that involving show-business, race and ethnicity, movie tropes and stereotypes, talent, luck, fandom, making it as an artist, and much, much more.
So, because DWITGAOATP has an crystal-clear format that its hosts are committed to, all those topics don't seem disorganized or unrelated to each other. They all relate back to the show's reason for being.
I think a blog can cultivate the same kind of following by promising a certain format and then continue to deliver within that framework.
What do you think?
I got this great tip from Cassie Nevitt: Color-code your calendar.
Maybe you already color-code yours--but I bet you don't do it this way.
Cassie's tip was to color-code based on the category of the activity, so that at a glance, you can see the type of week you're going to have and can mentally prepare for it.
Here's this week for me (I covered up names for privacy's sake):
This is my coding system:
- Blue: self-care
- Red: Husband not here = me taking care of all baby-related needs
- Light Red: Time with husband
- Orange: Time With family
- Green: Revenue-generating time
- Peach: Planning, non-business
- Gray: Pitching, drumming up business, selling
- Turquoise: Writing
- Yellow: Education, planning for my business
- Lilac: Meeting not otherwise covered
This color-coding system has changed the way I schedule my time.
For example, blue is my color for "self-care." Whenever I don't see any blue in my week or day, I find a place to shove some blue in to make sure I don't go insane.
Do you have a color-coding scheme that brings order to your life? Let me know what it is in the comments!