Campaign Thinking for Marketers and Entrepreneurs

1. Introduction: My name is Eric Wilson. I'm a digital first political strategist, And what that means is that I helped campaigns, candidates, committees, PACs. Other organizations ensure that everything that they do that touches the Internet is done as effectively as possible, which in the current day and age is just about everything. Now I want to be clear from the outset that this isn't a course about politics. I've got my personal opinions, just like I hope you do. What I'm gonna do in this skill share is take you behind the scenes of campaigns and I'm going to show you the tools, the tactics, the strategies that they use toe win online and hopefully show you how you can use those in your own endeavours. I worked on a number of different campaigns, both at the local, state and national level. I've even worked internationally as well. So you know, I've learned that campaigns need to be doing four things in order to be successful, and I refer to as the Matrix they need to be earning votes, of course, because that's how you win raising money because that's how you have the resource is to win , getting attention because how else are people going to know about you and forth is upsetting your opponent? Because, of course, they do have a say in whether you win or not. And so it's this sort of ruthless prioritization that campaigns have that I want to teach Entrepreneurs and people who are trying toe do good things online. So you understand what what works said and focus on the things that do and avoid the stuff that's gonna be a waste of your time. And resource is at the end of this course. It's my hope that you'll be able to develop your own campaign plan of sorts where you'll know what the right audience is, what the right messages are for them, how you target them with good content and then deliver that to them. I'm really excited to be doing this skill share course, and I look forward to you in the following lessons, and if you've got feedback or questions, you can find me on Twitter. I'm at Eric Wilson. That's e R. I C w I l s o n. And let me know what you think about this course again. Looking forward to joining you in the lessons to come 2. Identifying Your Audiences: one of the hardest things for Ah, first time candidate toe learn is that not everyone's gonna like you and certainly not everyone is going to vote for you. And that's, ah, really hard reality. Let's see again. And the same goes for your business or your organization. It can't be for everybody. And so it means that we need to identify the very narrow audience or segment of the population who are interested in your business, your product, your service, whatever it is that you're doing. We've got to go out and find them. You may already be familiar with how we do that in politics, most commonly the poll, which you know. There have been a lot of changes with how polling has been done over the years, and there's some questions about the reliability. But essentially what campaigns do go out and ask a few 100 to a few 1000 people, a series of questions, and then they make assumptions about the rest of the electorate based on those interviews. Now, you may not have the same sort of polling budget, but you need to go out, do your own research, so there few ways that you could do this first is going out and finding polls that other groups or organizations have done. You know, there are lots of groups out there that are studying consumer behavior and publishing these polls. Look at that. There's other existing research that's available to you. The other thing. I would encourage you to conduct your own research. Talk to your own customers or prospective customers and them surveys. Ask them questions. Do interviews. You'll find that people love giving you their opinion. You'll never run out of unsolicited advice. And, you know, one of things that you want to do with this is study them and figuring out how you can make your offering mawr appropriate or convenient or relatable to them. And then, lastly, study your competition. You know, they probably have studied the consumers very carefully. Maybe they're leaving something out that you can go after. Or maybe they have an insight that you need to take on board as well. Now your research should always be in service of helping you, you know, understand how you're going to attract and retain an audience. This is what we're gonna be talking about in the following videos. Is How do we build that content? Build that message and then distributed to the right people. So your researches is not just for researchers sake you're trying to build out Ah, plan. So think about research that is both actionable and measurable. So you want to be asking questions that will inform elements of your strategy what you're gonna do with it, and then you want to be able to measure if it improves or goes down based on the marketing that you're doing or the messages that you're putting out there, that's again. We want to track the sentiment over time. Are we getting more customers or fewer? Are they sticking around longer? They're buying more, that kind of thing. So remember your research should always be actionable and measurable in order for it to be useful. And the next steps that we're about to talk about 3. Targeting Your Audiences: no matter what industry you're in, effective marketing is all about creating and distributing content. So just think about you know, any platform, whether it's TV, online mail were all generating content and then distributing. So there's a very clear formula for creating effective content, and that is value plus relevance, plus consistency applied towards a clearly defined audience. So now let's let's break down. Each one of those components was really important guide post to help you in creating effective content for your marketing efforts. So value your customers, your supporters, whoever they are. They only have 24 hours in their day. They're not getting anymore and most of it has already spoken for. So if you're going to be asking for their attention or paying for it or trying to steal it , however you're trying to get their attention, make sure it's worth their time, right, so you need to be conferring value to them. And one thing that's really important to understand is that human beings are hard wired for reciprocity. So if I give you something of value, you're not going to feel comfortable until you return that value. And so that's how you want to prime that relationship with his perspective customer supportive supporter. Give them something, something that offers them value, and you'll begin that reciprocal relationship. Next. We want to make sure that that content is relevant. So it's very difficult to keep in mind that you know, you've got lots of different opportunities to reach people. And so you need to figure out the specific use cases or the specific customers that you're talking to on a given platform or with a specific piece of content and convey the relevance to them. It's very tempting to sort of build out the Christmas tree, which is, you know, putting out all the arguments for why your product is the best or why your organization is superior and then setting them out in the world. But that's not relevant to specific people. So again, relevance sends a signal to your perspective customers or supporters or users that what you've created is for them and that will confer value to them. Another element of relevancy is relevancy to the platform, you know, so it's not appropriate to email. Ah, press release to a group of customers who are not reporters. It would be odd if you put a podcast on TV, so think about how your content is relevant to the media or platform that you're distributing on and finally, consistency. You know, it's really hard to have a favorite show if sometimes it comes on Monday night. Sometimes it comes on Wednesday mornings, and then it will go off the air for two weeks without that sort of consistency. Your audience doesn't know to expect it and look for it and start anticipating. So for me, I send out a newsletter every Friday morning, and fortunately, I have readers who get concerned if if it doesn't go out or if I'm running late. But I find that not only is that consistency essential for building up an audience, but it's essential for my accountability and producing reliable content week after week. And one of the other really important tricks for building out consistency is not biting off more than you can choose. So you know if it's going to be too much of a burden to do a weekly podcast and do ah, daily vlog and 3 to 5 block posts every week. Start small, maybe focus on just a Facebook and Twitter account and your own blogged. And then, as you see success and are able to build a consistency there, then consider growing toe other other platforms. Now, you know it is so much easier to start small and go bigger than being overwhelmed by all of things that you're trying to do. And it creates this this signal that you're not paying attention to all of the channels. And so it may not be for people, and so you could actually have a backfire if you do too much and don't do it well. So again, it is really important to keep in mind that the message is the medium and that you've got to convey value, relevance and consistency in order to generate effective content. We'll talk a little bit more about how you create that content in the next video. 4. The Content Buffalo: Now that you understand just how important content creation and distribution are to online marketing and the formula for effective content. I want to share with you a mental model that I've developed to help me create the effective content. I need to be a successful marketer. I call it the content Buffalo. Native Americans of the high plains of North America knew that you needed to use every piece of the buffalo or bison, so they'd used the wool for clothing, the hide for leather bones for tools, the meat for food. There wasn't a piece of the buffalo that they didn't use. And so we've got to think the same way as marketers. So, you know, if you spend time to create a piece of content, think about all the different ways that you can add more dimensions to it. You know? Say, for example, you write a block post, turn that into 3 to 5 tweets, identify a graphic. Can you turn that into an infographic? Maybe film a video of you talking about the block post? You're trying to create more opportunities for you to have content to distribute your message, and that is so critical to being able to generate all of the different content you need to fill out all of your other channels. And so, you know, once you have a really good idea, you need to press that advantage and use it a lot of different times. Now I hear an objection all the time that well, what if people get bored? What if they get bored of seeing the same message over and over again? Well, to that, I say wonderful, right, because it takes many repetitions before people finally start remembering your message. By the time you're getting sick of it, your audience is just now paying, starting to pay attention. It's one of the reasons why if you've ever, you know, been in a hotly contested electorate where you see TV ads incessantly for the weeks before the election in your mailbox is filled with male. We're trying to get those repetitions to make sure that you know just how important the election is, how important it is to get out and vote and what the messages are that we're we're promoting. And so again, the content. Buffalo is a way for you to think about how you stress your content to get those repetitions that you need to really be effective and and build that retention, build that familiarity with your audience and so again, locate the content that you're creating because you've got great ideas. You've made an important argument. You're expressing value, um, and relevance, and you're hopefully being consistent. Now let's repeat that on different platforms, and that's at the center of of thinking about content as a buffalo. 5. The Conversion Funnel: So why are we creating all of this content? Well, it's for the conversion funnel. This is one of the essential core concepts of this skill share course, and I'll be referring back to it multiple times throughout the following video. So the conversion funnel is a way for you to think about how you drive a customer or potential customer to action, and it's in four phases. The first is awareness. So in politics, we call this name I D. For the purposes of this video, let's use an example like a coffee shop. So someone has heard that there's a new coffee shop in the neighborhood. They're aware of it. Next is interest in politics. This would be someone would, you know, has heard of the candidate. Now they're thinking about voting for him, going back to our coffee shop. Example. Interest would be, You know, I'd like to go try out that coffee shop with with a friend the next time they're free. The third step is consideration. So, you know, going back to our political example, someone has heard of the candidate. They're thinking about voting for him, and now they're going through the process of deciding whether that's the right candidate for them or they want to vote for the other candidate. Same thing with our coffee shop. You know, they're figuring out, When are they gonna go? Are you open at the right times? Is there enough seating for them to bring a friend that sort of thing? So there's a consideration process, and then, finally, is the conversion. So that person votes for you on election day or customer comes in and buys a cup of coffee . That's that's really the step of of the conversion funnels, awareness, interest consideration and conversion. And at the end of your conversion, funnel is always another conversion funnel. So on a campaign we really focused on voting. But there are lots of other things that we want supporters to do. Like volunteering, donating, helping spread the word, a bunch of different things, you know, for your coffee shop. It could be buying a muffin In addition, the coffee or coming back a couple of times during the week or coming in for a community event you're always trying to be, you know, getting your customers through these different, um, conversion funnels over and over again. Now the time it takes for a customer to journey through the conversion funnel is going to depend on what your use case. So, for example, Coca Cola we've all had awareness of for a very long time. But that part of consideration, interesting conversion can happen really quickly whenever it's a hot day and you're thirsty . So keep in mind that the time it takes someone to go through that conversion funnel can be compressed. But those steps should always be followed as a way to direct your actions. Now it's really important to understand how these Congar wrong, and most commonly I see conversion funnels go wrong at the steps in between each layer. So, for example, you know someone becomes aware of your business, but they can't find you, so that is preventing them from going to the next step of interesting consideration. Now, once they've gotten interest on and they're trying to consider, maybe they can't find more information or you're not clear enough about what the product does, or or what the features are or the prices. It's that lack of information that can frustrate frustrate someone. And finally, the most irritating mistake I see is whatever that handoff from consideration to conversion doesn't happen properly. A lot of times that it's, you know, your not accepting credit cards. You don't have a very clear reservation system. There are warnings about the security of your page. You know, it's usually a lot of technical stuff at the end, and you shouldn't let that get in the way of completing that conversion. Your conversion funnel is your answer behind. Why are you doing something? I see too many organizations, entrepreneurs, whatever the case may be starting off with marketing. They know they need to be online, but they're not sure why. So before you go out and build that Facebook page or launched that ad campaign, you need tohave your conversion funnel in place so you can drive your potential customers or supporters through the process, from awareness to conversion. So again, have your conversion funnel in place and will be talking about it a lot more in the following videos 6. The Four Types of Media: There are four basic types of media that you need to leverage in order to distribute the content you're creating for your audiences Now. No single one of these is better than the other, and you've got to use all of them in sync. To be able to get the repetitions you need to get your message out into your audience. So let's go through them very briefly. And then we'll spend the next few videos going into them in depth with strategies on how to use them. So the first is earned media. This is when you're talking to a reporter or a blogger, so you're trying to go to someone else's audience. You don't have much control over the message because it's being filtered or relayed by someone else, and you don't control that audience. So you're just talking to them very briefly, but you've got toe work hard to get it. Second is paid media, So this is advertising. You know you have control over the message, but if you're not paying for it, people aren't seeing it. So this is advertising online offline. It's all paid media. The third is shared media, and that's what I call social media. So Ah, lot of people learn this lesson the hard way that you don't only audience. You have control over the messaging somewhat, but Facebook or Twitter could decide to restrict your ability to reach their users at any given moment. So you're sharing that audience with the platform. The fourth and final is owned media. These are the people who are coming to your website regularly. They've opted into your email list you've got there text messaging permission, and you control the distribution. You control the message. You've got a relationship with them. And so all four of these need toe work together for you to have a successful marketing campaign online. And now, in these next four videos were going to go through each type in depth and some of the strategies around each one. 7. Owned Media: your own media, of course, are the assets and properties that you have complete control over, like your website. Your email list? Your text messaging list. Maybe you haven't app. You've got control over the distribution. You decide when messages go out, you've got control over the audience. You know who they are and you've got permission from them. Teoh, interact with them and drive them up the engagement ladder. Now, we start here because all of the other types of media that we're gonna be talking about should drive back to your own media or your owned audiences. This is where your conversion funnel comes into play. So once someone comes to your website, for example, how are you driving them to your email list and driving them into that owned media audience ? And so think about what's the call to action when they come. And then remember that you've always got another conversion funnel at the bottom. So let's say someone comes to your website. They sign up for your email, then can you offer them a free trial, or can you schedule an appointment for them? You know, what's that next action that you want them to take your always tryingto drive their commitment to doom or or become a ah better customer. Ah, higher value customer, more active, engaged import supporter. It's a concept we call in politics the engagement ladder. And so your own audience is all about capturing that interest, retaining it and then getting mawr out of it. So think about how critical it is to turn someone from a one time customer toe a multiple customer, getting someone to come into your coffee shop and make it part of their their daily routine . So the legendary political strategist Lee Atwater always said that the sign of a truly great campaign is the ability to absorb unlimited amounts of people as quickly as possible . And so that's really what your conversion funnel is all about. You want to be able to grow your own media audiences as quickly as possible and as effectively as possible, and your other types of media should always be driving back to owned audiences. 8. Earned Media: next up is earned. Media. This is, you know, your traditional news reports being on TV getting written up in the paper. Also bloggers influencers. The sign that you're dealing with earned media is that you don't have 100% control over the message. You don't have control over the distribution, but you are reaching new audiences and your reaching people with the content that they're already consuming. And so it is really, really important because you don't have that control that you build your conversion funnel first. Now, nothing more frustrating than getting the attention from earned media. Uh, okay, awareness going back to our conversion funnel and not having that funnel in place. So it's very frustrating whenever you get a great story, a lot of attention. But you lose that audience because they didn't notice sign up. They didn't know that you were offering a free trial if you gave your email address things like that. So again, you've gotta have your conversion funnel in place and not just for you know, those moments when you're going viral, but also for that steady, slow trickle of word of mouth. The traffic that comes in from your social media marketing efforts you've got toe have the conversion funnel in place. It's it's so important to convert that earned media attention into an owned audience now earn a media is primarily driven through relationships. PR firms make a ton of money by selling their relationships with journalists to get you coverage and, hopefully, positive coverage of that. But it's there's nothing stopping you from creating those relationships yourself. And one of the best ways to do that is by establishing yourself as an expert and offering to help out these journalists or influencers when they need it. Everyone's an expert in something and and you can share your expertise. You also have a unique perspective, and so reach out to the people who are writing about the industry that you're concerned about. Maybe they're a local reporter or, ah, local influence, or reach out to them. Establish that relationship. But again, be careful not to be transactional. You want toe, create a reciprocal relationship where you're offering value and they're returning the favor to you as well. Now this is another great way to kind of reach new audiences by also avoiding the problem of consistency with other content. So, for example, it may be too hard for you. Toe. Create your own podcast. You know, in book guests week after week, you could go onto someone else's podcast or write a block post for someone else. It's a great way to reciprocate that relationship. Now again, it can be intimidating to establish these relationships, but again, it's just just people. It's also really important that you don't rely on this too much. So if your sales strategy relies on being on the front page of The New York Times, that's not something that you can consistently reproduce. And so that's where building your own luck through owned audiences, shared media and paid media come into play, and we'll talk about those in the next couple of videos. 9. Shared Media: too many companies have learned the hard way that they don't own their social media audiences. In fact, they're sharing it with the platform's YouTube, Twitter, Facebook instagram. In a shared audience, you have total control over the message, but the platform owns the audience, and you don't have any relationship with them outside of the platform. And they're also subject to abrupt changes in strategies. So you know one algorithm tweak. Can Contos early change your strategy with the platform now? For years, Facebook was telling brands and media outlets that you need to grow up. Your page likes to be able to reach audiences consistently. And once they got those media outlets and other businesses hooked on the traffic, Facebook said, Well, now you need to pivot to video because Facebook saw that video was going to keep their users more engaged on on the site. So these companies went out and invested heavily, and video Teoh continue reaping that that Facebook traffic and then Facebook decided, Well, you know, brand pages aren't as engaging as are other users, friends pages, and so now, if you want to reach them, you've gotta pay. And so those those companies that invested a lot in following what Facebook wanted learned the hard way that they're just sharing that audience. So I don't want you to make the same mistake. And just to drive this home with one more example. There's the story of ah Instagram influencer who had more than two million followers and and she wanted to start selling merchandise via via Instagram. And she couldn't even sell 36 T shirts, which is what her she needed to sell to be able to launch her clothing line. And so it was clear that Instagram was more than happy toe toe promote the content that she was creating that kept people engaged in Instagram. But when it came toe her building a business, they were not there to support her. And so it's really important that you keep in mind that your social media is a shared audience. You don't own it, you have a little bit of control over it. But you know it is essential to attracting an audience at scale and quickly growing it. That's the huge advantage that being able to tap into that social media audience affords you, but it's a mistake to rely on them for retention and distribution of your content. And so the right way to approach social media is always have one foot out the door. Always be driving your content back to an owned audience. Do a conversion funnel. So promoting things on your social media accounts that, yes, get engagement, get clicks but are also converting people to email to websites to app downloads to opting in for mobile, really very important that you keep in mind that these air shared audiences and don't learn the hard way that you don't control them. 10. Paid Media: Now it's time to talk about paid media. Lots of people get really excited when they're getting ready to launch to have a flashy ad campaign. But it should be last in terms of importance and in terms of your order of operations. That's why have saved it last for this list again. I'm not saying it's not important, but it should go. Last paid media. Of course, you have 100% control over the message. You've got really good control over the distribution because you're paying for it. But you don't retain that audience afterwards, and so no one's going to see your message unless you pay for it In paid media. The right way to think about paid media is a fire hose where you're trying to increase the volume of what you already know is working. So if you don't have your conversion funnel in place, or if it's leaky, hasn't been tested out. Its a real mistake and you'll be wasting money, which is why I want you to keep it towards last because you've tried everything else out and you're ready to now turn up the volume. We can't afford to waste money and resource is on a campaign, and I don't think your business or organization can afford that, either. It's really, really important that you're paid media goals, are aligned with your overall goals and is measurable. Anyone who is has never tried to start a campaign on one of these self serve online advertising platforms like Facebook or Twitter knows just how confusing it is to go in and see the array of options. You've got brand awareness. You've got video views, you've got clicks. You've got engagement. You know, there's so much confusion there. The way you cut through that confusion is by having a clear understanding of what it is you want out of the platform because you've got your conversion funnel in place. You know what works again? You're trying to drive more traffic through your conversion funnel with your paid efforts, and you're trying to convert them to an owned audience. One of the most important things you can do to avoid being taken in by by paid media and being being tricked into wasting your resource is is if you don't understand what a metric is, don't pay for it. So if you know that traffic coming to your site is resulting in email sign ups or free trial bookings. Or, you know, whatever your goal is, by all means put money into it. But if you if you're not seeing that very clear, tangible relationship between paid efforts and your outcomes, be very, very careful, we'll talk about in the next video how you measure what matters. 11. Measuring What Matters: recall all the way back to the very first video. When we talked about the campaign matrix, this was a great way to think about how we focus our action. But now it's time to understand whether or not our actions air succeeding are achieving our desired outcome. That's where understanding what what metrics are important comes in now. The challenge, ironically, is not measurement. We're bombarded with metrics, so just open up your Facebook and look at all of the different metrics to give you. Take a look at Google analytics thousands upon thousands of data points about every little thing of a customer's interaction with your online marketing efforts. The challenge again, not measuring. But the challenge is figuring out measuring what matters. And so there, there three main types of metrics that I like to talk about. The first is macro metrics. Thes air your North stars the things that we'll change your strategy. You should be very familiar with them. They should clearly relate to something that's an offline goal of your your business for your organization. You should be familiar with these, and they should be driving your day to day decisions so it could be sales. It could be free trials. It could be consultations booked. Could be online donations Now below that are the micro metrics Micro metrics air really important for determining diagnosing when things were going wrong with your macro metrics. So it is very easy to be distracted by micro metrics. For example, you know you could be focused on your email open rate. But if your email isn't leading to customers or offline actions than it's the wrong metric to focus on. So micro metrics air for diagnosing problems with your larger overall mic, macro metrics and finally, eyes the vanity metric. That's a trap that I see too many people fall into. And vanity metrics are always a trap because you may not understand them. You may not know what they're talking about, but sometimes they're up. Sometimes they're down, and sometimes they're meant to distract you on purpose by the platforms to get you to focus on spending money on the wrong thing. So the clearest sign that you're dealing with a vanity metric is that you don't understand it so again, if you don't understand it, don't pay attention to it because it's probably a vanity metric and isn't going to help you achieve your goals 12. Launching Your Campaign: when you work on campaigns. Election Day is the most public job performance review that you can ever undergo, but unseen are the small but very important actions that were taken months in advance, sometimes to make that day a success. And so in order for you to start building on success, you've got a launch. You've got to get off the ground. And so it's really important that you start getting really world data so you can start learning and testing and optimizing. Based on that, you know, it's really very important that you start small and grow bigger so you can learn lessons along the way. Tune your conversion funnel. I know a lot of people have have fear about launching, You know, there they're worried about being mocked or criticized. But I should tell you that the thing that you should fear the most is not being noticed at all. And so the launch of your company, your initiative, your organization, your new product, whatever it is, that's probably the last time you'll be in control of anything and so you don't want to squander this opportunity. So to make the most out of your launch, you want to start by recruiting your allies. So your friends, your family, your neighbors, your former co workers get them bought into the concept early. Let them know what you're doing. Eso You can recruit them to spread the good news very early on. Um, it's it's really important that you get them on board and bought in, because there they'll create word of mouth exposure for you. And that looks so much more authentic and genuine than any marketing that you would ever put forward. And so it's very important to amplify that message to your audience. It's a great way to kind of trigger vier ality on your your online platforms, and the second thing you need to do is test everything you know. Click on every link, even the ones at the bottom test every form. Make sure that you've got content filled out because again, you don't want to frustrate people on those steps of consideration or interest. And what's worse is you don't want toe waste your launch mo mentum, only to find out that you weren't recording data or people weren't able to sign up. So it's very important that you test everything before launch and finally prepare content. You need to have all of your launch day content ready to go, because when you hit that launch phase you don't want to be creating, you want to be executing. So have everything that you need to really flood the zone. And just make sure that that people know that your success is inevitable and they better get on board if they want to be part of a winner as well. That sort of inevitability and intensity is what you need to generate for your launched. Just think about the law, the the energy required to launch a rocket and outer space. And that's what you're trying to recreate with with your launch. So again very important that we put all the pieces together, get it out in the world and give it the momentum it needs to succeed. 13. Conclusion: we've reached the end of our course, and I just want to thank you so much for taking this journey with me. I'm really eager to hear how you're applying these lessons of campaign thinking into your own context. So please leave a message over in the community section of our course and let me know what you think about this, this course and and how we might improve it, how you're using it out in the real world. I really am eager to hear from you. So we began this course by understanding that, you know, whatever it is that you're doing, it's not for everybody. It's for some specific somebody's. And so we learned how to identify audiences. Then we learned about how to create content that is relevant, valuable and consistent to that targeted audience. Then we learned how to build our conversion funnel the and we went through the four steps of awareness, interest, consideration and conversion. Then we looked at some common mistakes and how to avoid them. And then we took a look at the four types of media owned audiences, earned audiences, paid audiences and shared audiences. And then we took some time to understand how to measure what matters and avoid the vanity metrics trap. Finally, we talked about taking the courage and heats toe toe toe launch and get your project or your company off the ground. And so now it's your turn to really put this into practice. So over on the project tab for our course, I've put together a worksheet to help you think through all the things that we've discussed , you'll look at identifying your audience. What kind of content do they need to hear from you? What is your conversion funnel look like? What kind of media will you use to reach them? And then what are your goals and metrics for measuring success? And so at the end of that exercise, you'll have the outline of a really good marketing campaign that's based on campaign thinking. And I really do hope that you will have the courage to actually go out and launch and do this because that's that's really half the battle. And so I wanted to share with you Ah, quotation that I keep by my desk and it's from Teddy Roosevelt, he said. It is not the critic who counts, not the man who points out how the strong man stumbles or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood. Who strives valiantly, who? Heirs who come short again and again because there is no effort without error and shortcomings. So good luck. I'm eager to hear from you and keep me updated on what you're doing. Thank you so much.