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Guerrilla Marketing During Tough Times
The only course that will show you exactly how to survive during bad economic times.
Click here to learn more about Guerrilla Marketing During Tough Times.

Is Your Business Slowing Down?  Find Out Why Here!
Guerrilla Marketing guru Jay Conrad Levinson shows you exactly
why your business is slowing down in tough economic times and
exactly what you can do about it.

Click here for immediate access:
http://www.GuerrillaMarketingDuringToughTimes.com/g.o/21247



Guerrilla Marketing for the New Millennium
The ground-breaking new marketing course by Jay Conrad Levinson. 
Learn to think and market like a guerrilla and crush your competitors. Click here to learn more about Guerrilla Marketing for the New Millennium.
 
Guerrilla Insights Into Direct Response 
by Jay Conrad Levinson 

Direct response marketing  is a lot different from indirect
response marketing, although guerrillas like it best when the
two are teamed up.  The first is geared to obtain orders right
here and right now.  The second is geared to obtain orders
eventually.  Although a fair amount of standard, indirect
marketing often is necessary to set the stage, to make prospects
ready to buy, and to separate your company from strangers, it's
when you initiate direct marketing that you first taste blood. 

As you well know, we are living in the Age of Information, most
of it very easy to obtain.  But information is hardly enough for
a guerrilla.  And information is not insight.  It's the
combination of information and thought that leads to insight and
it's insight that's going to make you a stand-out in the direct
response arena. 

The first insight for you to absorb is that direct response
marketing either works immediately or not at all.  Unlike
standard marketing which changes attitudes slowly and ultimately
leads to a sale if you go about things right, guerrilla direct
response marketing changes minds and attitudes instantly and
leads to a sale instantly if you go about things right. 

When it works, you know it.  You don't have to sit around and
wonder.  You don't have to wait months and months for your
message to penetrate the mind of your prospect.  Your time-dated
direct marketing offer either results in a sale right now -- or
it doesn't. 

To succeed with direct marketing in any medium, remember always: 

1.  Your offer is omnipotent.  The best presentation in the
world has a major uphill battle if you make a weak or ordinary
offer. 

2.  The market to whom you direct your message can make or break
your campaign.  Saying the right thing to the wrong people
results in no sale. 

3.  What you say and how you say it is easily as important as to
whom you say it.  Talk in terms of your prospects and how your
offer benefits them. 

4.  Carefully planning every cent of your campaign for maximum
profits requires as much creativity as your message.  Guerrillas
excel at this. 

5.  The more that people have been exposed to your other
marketing, the more readily they'll accept what you offer with
your direct marketing. 

Some principles  of  indirect marketing apply to direct
marketing.  You must still talk of the prospect, not yourself,
and you must make a clear and cogent offer.   But from that
point on, direct marketing is a whole new ballgame.  And its one
that you can win with the insights of the guerrilla. 

Stupid mistakes in horrid abundance have been made by otherwise
bright companies when testing the direct response waters. 
Fortunately, guerrillas can learn from these blunders, making
those waters a bit safer.   Listing them would take an endless
series of books, but it's worth your time if I make a start by
providing insight into ten of the most notable: 

*  Failure to attract attention at the outset dooms many
brilliant campaigns before they have a chance to shine. 
Envelopes, opening lines, mail subject lines and first
impressions are the gates to your offer.  Open them wide. 

*  Not facing the reality of a direct marketing explosion
relegates your attempt to the ordinary, which means the ignored.
 Guerrillas say things to rise above the din, to be noticed and
desired in a sea of marketers. 

*  Focusing your message on yourself instead of your prospect
will usually send your effort to oblivion.   Prospects care far
more about themselves than they care about you.  So talk to them
about themselves. 

*  Not knowing precisely who your market is will send you into
the wrong direction.  Research into pinpointing that market will
be some of the most valuable time you devote to your direct
marketing campaign. 

*  Mailing or telephoning to other than honest prospects wastes
your time and money.  If you make your offer to people who don't
really have a need for your offering, they'll be an incredibly
tough sale. 

*  Initiating direct response marketing without specific
objectives gives you too hazy a target for bullseyes.  Begin by
creating the response method for your prospects so you'll know
what your message should say. 

*  Featuring your price before you stress your benefit will be
telling people what they don't want to know yet.  First, your
job is to make them want what you are offering, then you can
tell them the price. 

*  Concentrating on your price before your offer is wasting a
powerful selling point.  Even if your price is the lowest,
people care more about how they'll gain from purchasing.  Give
your low price at the right time. 

*  Failing to test all that can be tested is a goof-off of the
highest order.  Test your price points, opening lines, subject
lines, envelope teaser lines, benefits to stress, contact times
and mailing lists to know the real winners. 

*  Setting the wrong price means you've failed in your testing
and your research.  Guerrillas are sensitive to their market and
their competition, testing prices and constantly subjecting them
to the litmus test of profits. 

As direct response vehicles become more sophisticated and
prolific, guerrillas have the insight to zero in on the exact
people to contact, so as not to waste time or money on
strangers.  Successful mailings to strangers net as high as two
percent response rates.  Successful mailings to customers and
qualified prospects net up to ten percent.  Precision leads to
profits. 

Jay Conrad Levinson is the creator of the Guerrilla Marketing
series of books - the best selling series of business books in
history.  He is also responsible for some of the most successful
ad campaigns in history, including *the* most successful in
history: The Marlboro Man. Jay is responsible for countless
small businesses becoming huge household  names.  Learn how he
does this in his latest book: 

"Guerrilla Marketing for the New Millennium": 
http://www.GuerrillaMarketingForTheNewMillennium.com/g.o/21247

 

Seven Steps For Creating Successful Marketing
by Jay Conrad Levinson

1. Find the inherent drama within your offering.

After all, you plan to make money by selling a product or a
service or both. The reasons people will want to buy from you
should give you a clue as to the inherent  drama in your product
or service. Something about your offering must be inherently
interesting or you wouldn't be putting it up for sale. In Mother
Nature breakfast cereal, it is the high concentration of
vitamins and minerals.

2. Translate that inherent drama into a meaningful benefit.

Always remember that people buy benefits, not features. People
do not buy shampoo; people buy great-looking or clean or
manageable hair. People do not buy cars; people buy speed,
status, style, economy, performance, and power. Mothers of young
kids do not buy cereal; they buy nutrition, though many buy
anything at all they can get their kids to eat -- anything. So
find the major benefit of your offering and write it down. It
should come directly from the inherently dramatic feature. And
even though you have four or five benefits, stick with one or
two-three at most.

3. State your benefits as believably as possible.

There is a world of difference between honesty and
believability. You can be 100 percent honest (as you should be)
and people still may not believe you. You must go beyond
honesty, beyond the barrier that advertising has erected by its
tendency toward exaggeration, and state your benefit in such a
way that it will be accepted beyond doubt. The company producing
Mother Nature breakfast cereal might say, "A bowl of Mother
Nature breakfast cereal provides your child with almost as many
vitamins as a multi-vitamin pill." This statement begins with
the inherent drama, turns it into a benefit, and is worded
believably. The word almost lends believability.

4. Get people's attention.

People do not pay attention to advertising. They pay attention
only to things that interest them. And sometimes they find those
things in advertising. So you've just got to interest them. And
while you're at it, be sure you interest them in your product or
service, not just your advertising. I'm sure you're familiar
with advertising that you remember for a product you do not
remember. Many advertisers are guilty of creating advertising
that's more interesting than whatever it is they are
advertising. But you can prevent yourself from falling into that
trap by memorizing this line: Forget the ad, is the product or
service interesting? The Mother Nature company might put their
point across by showing a picture of two hands breaking open a
multivitamin capsule from which pour flakes that fall into an
appetizing-looking bowl of cereal.

5. Motivate your audience to do something.

Tell them to visit the store, as the Mother Nature company might
do. Tell them to make a phone call, fill in a coupon, write for
more information, ask for your product by name, take a test
drive, or come in for a free demonstration. Don't stop short. To
make guerrilla marketing work, you must tell people exactly what
you want them to do.

6. Be sure you are communicating clearly.

You may know what you're talking about, but do your readers or
listeners? Recognize that people aren't really thinking about
your business and that they'll only give about half their
attention to your ad- even when they are paying attention. Knock
yourself out to make sure you are putting your message across.
The Mother Nature company might show its ad to ten people and
ask them what the main point is. If one person misunderstands,
that means 10 percent of the audience will misunderstand. And if
the ad goes out to 500,000 people, 50,000 will miss the main
point. That's unacceptable. One hundred percent of the audience
should get the main point. The company might accomplish this by
stating in a headline or subhead, "Giving your kids Mother
Nature breakfast cereal is like giving your kids vitamins-only
tastier." Zero ambiguity is your goal.

7. Measure your finished advertisement, commercial, letter, or
brochure against your creative strategy.

The strategy is your blueprint. If your ad fails to fulfill the
strategy, it's a lousy ad, no matter how much you love it. Scrap
it and start again. All along, you should be using your creative
strategy to guide you, to give you hints as to the content of
your ad. If you don't, you may end up being creative in a
vacuum. And that's not being creative at all. If your ad is in
line with your strategy, you may then judge its other elements.

Jay Conrad Levinson is the creator of the Guerrilla Marketing
series of books - the best selling series of business books in
history. He is also responsible for some of the most successful
ad campaigns in history, including *the* most successful in
history: The Marlboro Man. Jay is responsible for countless
small businesses becoming huge householdnames. Learn how he does
this in his latest book: "Guerrilla Marketing for the New
Millennium":

Guerrilla Marketing For The New Millennium Click below to learn how:
http://www.GuerrillaMarketingForTheNewMillennium.com/g.o/21247
Seven Steps For Creating Successful Marketing
by Jay Conrad Levinson

1. Find the inherent drama within your offering.

After all, you plan to make money by selling a product or a
service or both. The reasons people will want to buy from you
should give you a clue as to the inherent  drama in your product
or service. Something about your offering must be inherently
interesting or you wouldn't be putting it up for sale. In Mother
Nature breakfast cereal, it is the high concentration of
vitamins and minerals.

2. Translate that inherent drama into a meaningful benefit.

Always remember that people buy benefits, not features. People
do not buy shampoo; people buy great-looking or clean or
manageable hair. People do not buy cars; people buy speed,
status, style, economy, performance, and power. Mothers of young
kids do not buy cereal; they buy nutrition, though many buy
anything at all they can get their kids to eat -- anything. So
find the major benefit of your offering and write it down. It
should come directly from the inherently dramatic feature. And
even though you have four or five benefits, stick with one or
two-three at most.

3. State your benefits as believably as possible.

There is a world of difference between honesty and
believability. You can be 100 percent honest (as you should be)
and people still may not believe you. You must go beyond
honesty, beyond the barrier that advertising has erected by its
tendency toward exaggeration, and state your benefit in such a
way that it will be accepted beyond doubt. The company producing
Mother Nature breakfast cereal might say, "A bowl of Mother
Nature breakfast cereal provides your child with almost as many
vitamins as a multi-vitamin pill." This statement begins with
the inherent drama, turns it into a benefit, and is worded
believably. The word almost lends believability.

4. Get people's attention.

People do not pay attention to advertising. They pay attention
only to things that interest them. And sometimes they find those
things in advertising. So you've just got to interest them. And
while you're at it, be sure you interest them in your product or
service, not just your advertising. I'm sure you're familiar
with advertising that you remember for a product you do not
remember. Many advertisers are guilty of creating advertising
that's more interesting than whatever it is they are
advertising. But you can prevent yourself from falling into that
trap by memorizing this line: Forget the ad, is the product or
service interesting? The Mother Nature company might put their
point across by showing a picture of two hands breaking open a
multivitamin capsule from which pour flakes that fall into an
appetizing-looking bowl of cereal.

5. Motivate your audience to do something.

Tell them to visit the store, as the Mother Nature company might
do. Tell them to make a phone call, fill in a coupon, write for
more information, ask for your product by name, take a test
drive, or come in for a free demonstration. Don't stop short. To
make guerrilla marketing work, you must tell people exactly what
you want them to do.

6. Be sure you are communicating clearly.

You may know what you're talking about, but do your readers or
listeners? Recognize that people aren't really thinking about
your business and that they'll only give about half their
attention to your ad- even when they are paying attention. Knock
yourself out to make sure you are putting your message across.
The Mother Nature company might show its ad to ten people and
ask them what the main point is. If one person misunderstands,
that means 10 percent of the audience will misunderstand. And if
the ad goes out to 500,000 people, 50,000 will miss the main
point. That's unacceptable. One hundred percent of the audience
should get the main point. The company might accomplish this by
stating in a headline or subhead, "Giving your kids Mother
Nature breakfast cereal is like giving your kids vitamins-only
tastier." Zero ambiguity is your goal.

7. Measure your finished advertisement, commercial, letter, or
brochure against your creative strategy.

The strategy is your blueprint. If your ad fails to fulfill the
strategy, it's a lousy ad, no matter how much you love it. Scrap
it and start again. All along, you should be using your creative
strategy to guide you, to give you hints as to the content of
your ad. If you don't, you may end up being creative in a
vacuum. And that's not being creative at all. If your ad is in
line with your strategy, you may then judge its other elements.

Jay Conrad Levinson is the creator of the Guerrilla Marketing
series of books - the best selling series of business books in
history. He is also responsible for some of the most successful
ad campaigns in history, including *the* most successful in
history: The Marlboro Man. Jay is responsible for countless
small businesses becoming huge householdnames. Learn how he does
this in his latest book: "Guerrilla Marketing for the New
Millennium":

http://www.GuerrillaMarketingForTheNewMillennium.com/g.o/21247



What is Guerrilla Marketing?
by Mark Joyner

History is full of stories where tiny, unadvanced armies have
handily defeated better equipped and much larger armies.

The history of these battles is the history of guerrilla
warfare.

There are similar stories in business.

One example is that of the "Marlboro Man". Before the Marlboro
Man, the Marlboro brand of cigarettes was ranked 31st - almost
rock bottom.

After the introduction of the Marlboro Man, and the guerrilla
branding campaign to promote it, Marlboro became the #1 brand in
a multi-billion dollar industry.

It may shock you how many of the "big business" names (that are
now household words) started out as struggling small businesses.

The history of the ascent of these icons is the history of
guerrilla marketing.

Until 1984, the principles of guerrilla marketing were known
only by a select few people in the world.  They jealously kept
this information quiet with almost fanatical secrecy.  And who
can blame them?  If you had some special knowledge that allowed
you to rise to the top of your field, would you want this
information to be made public?  Of course not!

The balance of power was dramatically upset by a maverick
marketing genius named Jay Conrad Levinson - a man who is
arguably the most respected marketer in the world.

He is the man who coined the term "guerrilla marketing" and
introduced these secrets to the average Joe (like me).  His
concepts are so successful that he has published 27 books on the
subject (in 37 languages), his books are required reading in the
most respected MBA programs in the world, and he is now the most
widely read and respected author of business books in the world.

And Jay did all this "from scratch".  That is, the success of
the "Guerrilla Marketing" brand is a testament to the very
principles Jay himself teaches.

It just so happens that he is also one of the creators of the
Marlboro Man. (Think what you will about tobacco, but you can
not deny the power of the marketing behind Marlboro - arguably
the most successful marketing campaign in history, and the most
widely recognized brand in the world.)

So, what then, is Guerrilla Marketing all about?

Let's take a segment from Jay's new book "Guerrilla Marketing
for the New Millennium" to learn:

 "Marketing is absolutely every bit of contact any
 part of your business has with any segment of the
 public. Guerrillas view marketing as a circle
 that begins with your ideas for generating
 revenue and continues on with the goal of
 amassing a large number of repeat and referral
 customers.

 "The three key words in that paragraph are EVERY,
 REPEAT, and  REFERRAL. If your marketing is not a
 circle, it's a straight line that leads directly
 into Chapters 7, 11, or 13 in the bankruptcy
 courts.

 "HOW IS GUERRILLA MARKETING DIFFERENT
 FROM TRADITIONAL MARKETING?

 "Guerrilla marketing means marketing that is
 unconventional, non-traditional, not by-the-book,
 and extremely flexible. Eighteen factors make it
 different from old-fashioned marketing: "

Jay then goes on to list 18 things that separate guerrillas from
"mere mortals".

(See below for info on his new electronic book - it's recognized
as his most powerful work yet - and can't be found in book
stores.)

So, how then, does this information apply to those of us
marketing on the Internet?

Far more than you think!  The Internet is not just a new
guerrilla battlefield - it's the *ultimate* guerrilla
battlefield.  There have been more small business mega-success
stories in the last 5 years than in the combined history of
business.

And there are clearly two factors that have influenced this more
than anything:

 1.  The Internet

 2.  Guerrilla Marketing

Ever wonder why big businesses are totally blowing it online?
Because they are not guerrilla thinkers!

These big bloated bureaucracies are sluggish and set in their
ways.  This means that someone like you can step in and
out-maneuver them.  (More and more big businesses are turning
to small business entrepreneurs to teach them how to market
online - the tables have turned!)

So, start thinking like a guerrilla right now.  You have the
advantage - all you have to do is take it.

Here's the definitive place to get started  - where you will
find an easy to follow step by step plan for launching a
"guerrilla attack":
http://www.GuerrillaMarketingForTheNewMillennium.com/g.o/21247


-----------------------------------------------------------------
  NEWS FLASH!

    Yet Another World-Famous Traditional "Paper" Author Breaks
    into Electronic Publishing.  Is it "Game Over" for
    Traditional Publishers?
-----------------------------------------------------------------

Jay Conrad Levinson, the most widely read author of business
books in the world with over 27 books in 37 languages, has just
released his latest masterpiece - and you can't buy it in
stores!

"Guerrilla Marketing for the New Millennium" is a complete
reworking of Jay's guerrilla "manifesto" and includes new
business tactics for today's "electronic battlefield".

Jay chose maverick e-publisher Aesop.com over traditional
publishers after seeing the International success Aesop.com has
had with business icons like Joe Vitale and David Garfinkel.

To learn more about Jay's essential new book, please visit:

http://www.GuerrillaMarketingForTheNewMillennium.com/g.o/21247


Marketing On Steroids by Jay Conrad Levinson
The ebook tells you how you can put your marketing on steroids.
Jay Conrad Levinson is probably the most respected marketer in the world.  In his new ebook Jay reveals how you can use marketing steroids legally to make your business insanely profitable. Click here to learn more about Marketing On Steroids.

What do People Want Online?  It's not what you think it is.
by Jay Conrad Levinson

What people want online is a question guerrillas ask themselves
a lot. Whether it's for fun or work or something else,
understanding a consumer's motives once he or she logs on is a
necessity. But the experts don't seem to agree on what people
want.

Some folks see the web as a vast, new field for advertising
messages, assuming that while people may want to do something
else, if we can entice them with flash, we can sort of trick them
into paying attention to our products and services.

Guess what. That's not gonna happen.

Other folks seem to subscribe to the notion that people online
are looking for entertainment on the Internet, and therefore they
construct messages aimed at persuading while playing. And,
in other cases, the time-honored direct-response model wins out:
Grab people when you can, get 'em to take an action, and then
market, market, market. The answer may be that the consumer has
and wants a lot more control than we give him/her credit for.

Today, webmeisters are in control. Sort of. In a perfect
cyberworld, people will be in control. Sort of.

Two recent studies shed light upon this dilemma. One was
conducted by Zatso. The other was conducted by the Pew Research
Center. Zatso and Pew. (Those guys didn't spend much time
reading "how-to-name-your-company" books, I guess.) Still, both
of their studies illuminated the answer as to what people want
to do online.

The answer, as most answers, is very utilitarian: People want to
accomplish something online. They're not aimless surfers hoping
to discover a cybertreasure. Instead, the average Net user turns
out to be a goal-oriented person interested in finding
information and communicating with others -- in doing something
he or she set out to do.

Look at the Zatso study. "A View of the 21st Century News
Consumer" looked at people's news reading habits on the web. It
revealed that reading and getting news was the most popular
online activity after email. The guerrilla thinks, "That means
email is number one. How might I capitalize on that?"

One out of three respondents reported that they read news online
every day, with their interests expanding geographically --
local news was of the most interest, U.S. news the least.

Personalization was seen as a benefit, too. Seventy-five percent
of respondents said that they wanted news on demand and nearly
two out of three wanted personalized news. The subjects surveyed
liked the idea that they, not some media outlet, controlled the
news they saw. They feel they're better equipped to select what
they want to see than a professional editor. Again, control
seems to be the issue. Again, guerrillas think of ways to market
by putting the prospect in control.

The Pew Research Center study revealed that regular net users
were more connected with their friends and family than those who
didn't use the Internet on a regular basis.

Almost two-thirds of the 3,500 respondents said they felt that
email brought them closer to family and friends -- significant
when combined with the fact that 91% of them used email on a
regular basis. That's 91%. It took VCRs 25 years to achieve such
market penetration.

What did people in this study seem to be doing online when they
weren't doing email? Half were going online regularly to
purchase products and services, and nearly 75 percent were going
online to search for information about their hobbies or
purchases they were planning to make. Sixty-four percent of
respondents visited travel sites, and 62 percent visited
weather-related sites. Over half did educational research, and
54 percent were hunting for data about health and medicine.

A surprising 47 percent regularly visited government web sites,
and 38 percent researched job opportunities. Instant messaging
was used by 45 percent of these users, and a third of them
played games online. Even with all the hype in the media, only
12 percent said they traded stocks online.

What does this mean to e-marketers? It means that if you're
constructing a site for goal-oriented consumers, you'd better
make sure you can help facilitate their seeking. Rather than
focus on entertainment, flash, and useless splash screens, the
most effective sites are those that help people get the
information they want when they need it. Straightforward data,
information that invites comparison, and straight talk are going
to win the day.

A client buddy of mine showed me his website which heralds his
retail location and attempts to sell nothing online. He said it
has been the biggest moneymaker in the history of his
35-year-old company. Then he apologized for its lack of glitter
and special effects. He asked how his site could be so
successful even though it lacked anything to add razzmatazz and
dipsydazzle.

Now, you know the answer.
======================
Jay Conrad Levinson is probably the most respected marketer in
the world. He is the inventor of "Guerrilla Marketing" and is
responsible for some of the most outrageous marketing campaigns
in history -- including the "Marlboro Man" -- the most
successful ad campaign in history. In his latest book, "Put
Your Internet Marketing on Steroids" Jay reveals how you can
use marketing steroids legally to make your business insanely
profitable.
http://www.MarketingOnSteroids.com/g.o/21247


"This is Barely Legal... But You Can Still Get Away With It"
A Review of "Put Your Internet Marketing on Steroids"
By Mark Joyner, CEO, Aesop.com

I guess it's human nature to be tempted by things that are
forbidden -- or barely legal, for that matter.

There's something wickedly delicious about "getting away with
something" that makes us feel like the "cat that swallowed the
canary."

Face it.  We all want an unfair advantage if the prize is
appetizing enough.  Olympic athletes took steroids before the
anabolic drug was banned -- for the prize of a gold medal.

What would you do for the prize of having an Internet business
that is insanely profitable?  I doubt that you'd do anything
illegal... but if it were legal, you'd do almost anything,
wouldn't you?

What the heck am I talking about, you ask?  Here it is:  Just
when I thought I'd read every valuable book on marketing, Jay
Conrad Levinson revives my amazement yet again.

Given the fact that Jay has always been famous (and notorious)
for his unconventional and revolutionary ideas, I shouldn't be
surprised that he has pioneered yet another blockbuster concept:
steroidal marketing.

In his new book, "Put Your Internet Marketing on Steroids," Jay
took the proven concepts of the world's most successful
companies, and synthesized them into a new type of marketing
that any Internet business can use to make mega-profits.

Among other things, he shows you how to make your Internet
business insanely profitable on a tiny marketing budget -- and
use stealth tactics to snatch business away from your
competitors.  Those 2 things alone are well worth the cover
price.

Somewhere along the way, I must have gotten pretty smug about
Internet marketing because it took someone like Jay to give me a
jolt in the head with his new arsenal of innovative strategies.
He reveals things that most so-called marketing "gurus" don't
even know -- but if they did, it would boost even their business
by at least 30% to 40%.

What can you expect from the man who made "guerrilla marketing"
a household word, and masterminded 3 out of the 10 most
successful advertising campaigns of the 20th century (including
the Marlboro Man, Green Giant, and Fly the Friendly Skies)?

"Put Your Internet Marketing on Steroids" is definitely a cyber
treasure, and I recommend that you check out how Jay invented
this amazing method of marketing.

"Ask almost any successful entrepreneur what the best book is
for building a small business, and one of Levinson's titles will
surely come up."-- Entrepreneur Business Success Guide

Click here to check out insider secrets that even marketing
heavyweights don't know:

http://www.MarketingOnSteroids.com/g.o/21247


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