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One role of marketing is in differentiating your product or service from your competition so that your prospects have a clear understanding of the value and uniquness you provide. In this episode, we drill into what makes your offering unique. It’s called a Unique Selling Proposition (USP), and it means being able to clearly articulate why someone should by from you.
While you listen, snag a copy of the worksheets above so you can do these exercises and get your marketing in order.
Transcription of the Episode
All right, welcome to episode four. We’re going to be talking about customers and offer here. So let’s talk about your customers in marketing. We can attract anyone we want to your business and what’s really cool today is we can attract people based on something hyper-specific okay, so let me give you a, for instance, if you think back 2030 years ago and you wanted to advertise to people, your advertising platforms are pretty limited. You Ad Television, you had print, okay, you didn’t have Internet, and with that you had some major assumptions. If you wanted to target dog owners, you’d have to run an ad inside of a dog magazine. You could also maybe target dog owners inside of the Wall Street Journal if you want it to, right? There’s different places to target those ideal customers. But I don’t know about you. I have a dog. I love my dog, right?
I love dogs, but I don’t subscribe to a dog magazine. So if I wanted to advertise to dog owners, that’s kind of tough to do. It was formerly, right? But now it’s a whole lot easier, especially with Facebook. So let me just lay out real quick what happened with Facebook. Facebook said, hey, you tell me what your likes are and when you got on Facebook, when you started your account and years ago, you’d like to whole bunch of pages. And that was okay. Those, those are interesting things. And then Facebook started partnering with data partners. So a couple of those names are axiom and data logics. Facebook partnered with those and those companies had different relationships with data and they provided that data to Facebook. So Axiom let’s say had data on you buying pet stuff. So they had a relationship with Petco.
Maybe, I don’t know if that’s true, but generally speaking, this is how it works. Axiom could have had a relationship with like a Petco and then petco would give all of its data back to axiom. Axiom would pay for it and then Facebook would be able to leverage axioms database so that you could run an ad now on Facebook to anyone who’s actually bought from a pet store. Holy Cats. Think of the difference there. Think of how different that audiences, right? Datalogics a different company, they just had different data set. I’m pretty sure they were strong on the car market, so whenever you test drove a car, datalogics would know that you test drove a car cause they would buy that data from the local Ford dealer or Toyota dealer or whatever and make that available to Facebook. That in Facebook we can say, I want, we could say previously we could say, I want to show an ad to anyone who is interested in buying a Toyota and then I run an ad that says come down to Stenton Toyota to get, you know, Yada Yada off your next car.
How interesting. Is that? Right? Like that’s a data point that we have now, but it’s a little different. That was the glory days, I think. There’s a couple different glory days that happened in marketing and that was one of them. As you know, Facebook has been under fire for a lot of their data policies and because of that as my understanding is that Facebook has removed their relationship directly with datalogics and axiom, remove those partner categories and you have to go and get that data from those providers and then bring that to Facebook. So Facebook no longer has the simple integration. What that’s done is, it’s kind of actually, we’re in an interesting time that happened in like November, 2018 where we are now is in this time where Facebook’s still kind of figuring it out. Facebook, like wants to keep their hands clean, you know, they want to stay out of regulatory practices, right?
They don’t want to be regulated. So Facebook is trying to steer clear of having that data. They want some plausible deniability. Hey, you said that this data was good and you could market to it. We just let you, you know, that’s kind of as I understand it, where they are. That said, you can still find this data. You can still pull these lists of people, bring them into let’s say Facebook or Google and be able to advertise to them in a ton of different websites. That’s called the audience network, which we’ll discuss at a later date. So now we can hyper focus on people based on behavior, which is so cool. We can now finally target people who, how about this? Women who are engaged, who are dental hygienists and live in Philadelphia, we could advertise to those people. That’s really interesting, right? What else could we advertise to?
We could advertise to people who have a high propensity to buy with a credit card. They make over $150,000 a year and they have a dog. What do we do with that data? Well, what can we position there? Right? We can kind of play that game and that’s the game that I played when I was a professor at Tulane. The students would kind of come up with products based on data sets or we would take a product and try to find the right consumer for it based on data sets. Right? We’d like kind of reverse it. Neat exercise. I’ve just want you to know that that’s possible, so knowing that that’s possible. We can target people hyper specifically, but we need to target them with a message that resonates. So when we talk to people, I want to be talked to individually. I want you to talk to me and tell me that you hear and understand me and my worries.
Let’s talk about vacuum cleaners. Door to door salesman. Someone’s walking in. Let’s say I’m walking and I’m selling my new Stanton Vac and I go knock on doors and I’m trying to sell it in a neighborhood. I knock on one door and loud barking dogs rushed to the door and the and the homeowner comes out and he’s like, Hey, sorry, the dogs are crazy. Hey, what can I help you with? Well, how am I to sell that vacuum cleaner? I’m going to say this vacuum cleaner is so good at picking up golden retriever hair. You will not have a speck of hair in your house if you run this every other day. Right? I could sell it that way.
Conversely, if I knocked on a door and you know a woman like kind of like tip toe to the door and like kind of Christ and I’m, and she’s like, Hey, can you be quiet please? The kids are sleeping. How am I going to sell a vacuum to her? I’m like, Oh, I’m so sorry. I didn’t mean to interrupt. I just want to let you know we’ve got one of the quietest vacuums on the market and if you buy it, you can vacuum right now while your kids are sleeping, which means the house can be clean and you don’t have to deal with the kids running around and Yada, Yada. Right? Interesting. Okay. That’s how we can sell. If we know the person’s lifestyle, if we know what exists in their life, considered with Facebook that we can know those things. Okay. So we need to get in the head of our ideal customer. And I’ve got a worksheet that I called the compassionate Avatar realization exercise, the care worksheet. Okay? And inside the care worksheet we asked three questions. What’s in their head? What’s in their heart, what’s in their home, head, heart, and home. That’s what we want for ideal customer.
Yeah. Before we dive into those, I want to have a distinction that you can have multiple avatars. You can have three or four or 10 or 20. Okay. You have different advertisers who have different pains. Some people want an industrial vacuum, some people want a vacuum for their boat. Some people want a vacuum for their home and they’ve got a traditional family with dogs and kids. Okay? Different people have different needs. And you could have separate avatars for them. Think of your products. How do you serve people? If you’re a financial advisor, very different to deal with someone who has you know generational wealth versus someone who is recently wealthy, right? They have different needs. Okay.
So let’s get clear on your Avatar to start this exercise. I want you to spend a few minutes and think of your favorite customers, your best customers, and that’s how you however you want to define it. I would define it as the customers that maybe pay you the most money, buy the most stuff, but are also the most fun. I Dunno, it seems like the top 10% of the most active customers are kind of the biggest pain in the ass to, you know, that may not be true in your market, but it’s definitely been true for some of our clients. So just figure out who your favorites are and no one by name. Okay. Ask Your sales people if you’ve got a sales team, hey, who’s, who has the biggest account and who is it that you love working with? Here’s the question. If we could replicate that person a hundred times to grow our business, who would it be?
Have them tell you, oh, it’s, it’s, you know, it’s Bethany over there at acme. We love her. She’s funny. She’s playful. They always buy. They always come to us first. She’s just as good as they come, right? They’ve never asked for a refund. And whenever there’s been a problem, she’s been really amicable about it. It’s like awesome, right? We want more. Bethany’s so write a couple of these names down. First. Last name school. Okay. So it’s, let’s say Bethany Smith. So Bethany Smith, let’s talk about what’s in her head. So the first part of that care worksheet, so you’re gonna see him. [inaudible] Dot co slash e four c m o x.co/e four to grab that worksheet. What’s in Bethany’s head? Head is negative heads. The things that keep her up at night. Okay. What’s the thing that keeps you up at night about your product or in business in general?
Something that you can solve maybe, right? And maybe we positioned your product not to just as a, as a part of solving that problem. So when we’re working with a company right now in the health space, so they sell like health insurance through brokers. Those brokers are scared to death that they’re going to lose their job. Those brokers are scared of consolidation. They’re scared of Zenefits and Gusto taking the broker’s livelihood. Huge pain, right? Similarly, with financial advisors, with all the regulation that’s been passed, financial advisors are scared now. They have to differentiate and they’re working harder to make the same amount of money or worse. They’re working more and making less significant pain. That’s what keeps them up at night, right? What keeps your customer up at night? You got to know this. This has to be clear. You have to understand their pains.
Maybe you don’t know. Go interview them. Go Call Bethany and be like, Hey Bethany, I would love to take you out for lunch. I want to ask you some questions because we’re doing some you know, some research for our business. Would you be open if I bought you lunch or would you be open if I sent you lunch and we’d got together on a zoom call for 30 minutes so I could ask you a couple of questions, right? Do that and then ask questions. The question is, hey, Bethany, before you came to us, can you just like put your brain back to that point? What were you concerned about? What were you thinking about? What was it like to be in your role then and have the problem that you had? Like tell me what that felt like and get emotional marketing is about emotion right now.
Let’s start to the motion and it turns into revenue. We have to get the emotion, we have to get the pain. I did some interviews like this for a nutrition company that I worked with a few years ago and I got to talk to these different athletes and say, why are you working with this nutrition company? And I got our marketing headlines written just from those calls. One woman said, I am completely capable of doing my own nutrition and I’m also capable of doing my own taxes. I do neither cause I don’t like them. Da like, that’s so clear. Right? So we could use that, we could spin that into a new headline in order to attract people. So what’s in their head? What’s the negative? And just like squeeze it out of them. What did that feel like? What was that like? What was that unknowing like?
What was your process before you bought from us? What was it like once you’ve received our product or our service? How did that feel? What was different? Right? Get that whole kind of customer journey, but get that explicit pain. I want you to write it down. What’s the pain that I’m talking to in this podcast? That marketing sucks, right? I hope at some point in your life you said marketing sucks. Like I hate this stuff, right? Cause it’s frustrating when it doesn’t make you money. That’s a pain. I want to know what pain you’re dealing with. Okay. That’s what’s in their head and list them out. And you could have five things, 10 things, 20 things, and then what’s in their heart? What are they longing for? The hardest, kind of the opposite of the head. It’s what they’re longing for, what they love, what they see themselves as, right?
Oh, if only this problem could be solved, then we wouldn’t, then I wouldn’t have to work so much, which means I could take more time to be with my kid. That could be in their heart or there’s so much manual stuff you’re, it’s just burning me out. That’s the pain. And if I could get it resolved, then I can work on things that matter to the business more that I’m bringing more money. Or I could take Fridays off because if this, if you guys solve this problem, then it’s automated and I don’t need to deal with it anymore. That’s his longingness. So that pain is what pushes them to a solution. Right? And, and the, the heart kind of pulls them right to kind of a supportive energies there. So write down what’s in their heart and ask those questions. And then lastly is what’s in their home and this is open ended.
So who is Bethany? What is her role? Like what’s in her home is like, who is she as a person and what’s her makeup? You could even say what’s in her garage, right? What kind of car does she drive? How much money does she make a year? Where does she live? What’s her age? Is She married? Does she own a home? Does she rent a home? She in an apartment. Is she part of any groups that she have any hobbies? You know, again, for that nutrition company that nutrition coaching was not cheap. Okay. I think it was absolutely worth the price that they charge for it, but it wasn’t cheap, which meant that a lot of people with minimum wage jobs just merely couldn’t afford it. So we didn’t advertise those people cause they wouldn’t buy right you to know what’s in their home.
Well, what’s the other predictor? That predictors that you go to crossfit. Great. So then we just match the head and the heart and the home together and we have a really pithy marketing kind of message there. So this is how we start pulling together our messaging. I want you to do this for at least one Avatar, preferably two or three. And then as a bonus, I want you to do a negative Avatar who someone that you don’t want to attract. And I won’t name names on this podcast, but I can think of people that I’ve worked with in the past that I never want to work with again. There was something about them and it was their belief you, it was one thing was that their belief about marketing that marketing should work the first time you do it, which it won’t. Right? Marketing is about testing.
There’s other problems that they had. They afforded marketing help when they really didn’t have the money and because marketing didn’t work the first time around, they were cash strapped. So that was a negative kind of home component of that Avatar that we screened for. What had, what have you spent on marketing in the past? What do you have now to spend? What are you willing to risk here? Knowing that there’s a lot of risks in marketing, right? Those questions help us find better customers that we can help and not people that really don’t need us and really need to do something else because they merely don’t have the runway to, to to afford it.
Head, heart and home figured out for one to three avatars plus one negative. And the negative is kind of what we run everything by when we say, okay, how do we add a little bit of qualifying terms here to make sure that the wrong people don’t show up?
All right. Once you have that and you’ve interviewed these avatars, I really think you should interview them. You’ll learn a lot, especially if you’re the business owner and you’re kind of disconnected from the customers. This is going to help you get a better understanding of their emotional position. Okay? And then you can just have this as your directive as a business owner. Hey, marketing, anytime you run a campaign, I want pain in there. I need to know that you’re talking to the pain, right? We’re working with a client in the relationship space and there’s significant pains that people have in relationships. We could easily say, hey, come to this webinar. You’re gonna learn stuff about relationships. Or we can say [inaudible].
If you’re thinking about leaving your partner and you want to know definitively if that’s the right choice, come to this special 60 minute webinar and get your question answered and know if you should stay or go holy pain, right? That’s going to get someone’s attention. That’s what I want you to do. I want you to get that kind of explicit understanding of pain. Then I want you to rank these things. Head, heart and home rank. What feels the most important? It’s what’s in their car or excuse me, what kind of car they drive or what’s in their garage. Is that really that important? Maybe, maybe not. What about what they read? Is that important? Maybe, maybe not. You know, you have to kind of weight it based on your industry and the people that you’re serving.
For a B to c consumable, it probably makes more sense to understand the lifestyle of someone. If it’s a B to B service, it probably makes more sense to know their role, their income, their geography, and their company industry and their company size and annual revenue, right? Different kind of home components there. But pain, get the pain and hit a, the head, the heart, the home. Okay. Once you have that, then you’re gonna have an understanding of why people want what you have. Then you gotta figure out why you’re unique. So there’s a couple of ways that you can be unique. You can be unique because you’re the first. You can be unique cause you’re the best. Okay? Those are great. Sometimes you just aren’t the first. So you’ve gotta be the best. And if you can’t be the best because you’re too small, then you have to be different, right? So how do you show your uniqueness? Well, one thing that you can do is you can develop a unique mechanism, or excuse me, define a unique mechanism. What’s unique about what you’re doing?
I’ll tell you. My mom makes a rum cake. Whoa, man. I love that thing. It’s like a Bundt cake. It’s like soaked in rum. It’s like a yellow cake.
I can look online and I can find recipes, but they’re not my mom’s. My mom has a unique mechanism. What’s unique mechanism? Bacardi rum. Okay. That’s what sets it apart. That’s what makes it such a great rum cake. Every other rum cake I’ve had falls flat because they use like trash rum. But mom uses Bacardi. I mean it’s crazy to me that she spent so much on the rum for it, but it changes the flavor, right? That’s her unique mechanism. She could, she could say the best tasting rum cake because of our secret rum ingredient or something like that. Right? That’s what sets hers apart. What sets your business apart? What’s your secret ingredient? It could be a known secret ingredient that we can define. It could be a process. It could be something that’s hidden that everyone else is doing. But you could also say it first.
So let me give you an example in those. So the first one is the rum, or like a special ingredient, your pizza sauce, right? That’s one thing. Another one is labeling a process. So for my business CMO exponential, we have the functional marketing framework, which I’m walking you through, right? This is the third step of the functional marketing framework. It’s getting clear on your customer in your offer. That framework is what sets us apart. We win deals because we have a process and our process works and it’s not a process to check a box that says, hey, I’ve got a process, so that’s why you should hire us. No, our process produces predictable results. It always works. It’s a great process. It’s taken me years to figure it out and then a long time to really like simplify it in such a way that’s teachable and deployable and other people can run it.
Okay. But it’s now a process. That’s what sets us apart. There’s other marketing consultants, there’s other fractional cmos that you can hire. If you’ve got a seven figure business and you want to go to eight figures and beyond, there’s plenty of people to hire, but you know what they probably did at once and they probably did a great job and they maybe made some notoriety from it, but can they do that again? Do they have a process that’s predictable? Probably not. Right? We’re unique in that in our process works. That’s what sets us apart. Okay. What sets you apart? Do you have a process talking to a company just yesterday and we were talking through this, what’s their unique mechanism, what makes them unique? And they said, and I won’t give it away, right cause we still need to trade market. It’s really good.
But it was about how they supported their customers and how they ensured that there was a certain engagement in their product and it was awesome. We went through and we named it and we got it. It was the something, something process or the something, something framework or there’s something something, right? It’s a two or three word thing that you can kind of say is yours. And if you’re real sharp, you run over to the u s PTO website. You go to the trademark electronic search, it’s called tests and you search for that in quotes and see if anyone has it. And if no one has it and maybe you can go get that registered. You can also search Google with your term and quotes to see if anyone has it. They’ll get it registered. This is how you set yourself apart in a crowded market.
You differentiate with a unique mechanism. You say, I’m unique because of this. Let’s talk about supplements. If you’re selling vitamin D, vitamin D is like, whatever, I can buy vitamin D at Walmart, I can buy by vitamin D at Sam’s Club. Everyone’s got their own vitamin D. Maybe yours is special because you have a let’s say a senior’s blend of curcumin and I dunno, boys and Berry and cocuten right? That’s what sets you apart and you call it your proprietary formula of, and then you defend how that’s unique. Interesting. Right? You know, I think of Proactiv, the acne gloop what sets them apart from any other acne medicine. Literally Marketing. That’s it. The FDA has approved only certain chemicals to be used to treat acne. So you can go and buy run of the mill acne cream that has the same percentages of benzyl peroxide or whatever it is inside proactive and probably have a similar result.
PROACTIV’s different because of their marketing, because they’ve differentiated how they help people, how they have multi-step products. Now you have step one, step two, step three, how they get people to advertise for them, like Avril Levine or Justin Bieber or whoever, right? It’s marketing. What sets them apart, but their unique mechanism is kind of their marketing and their notoriety. That’s what sets him apart. What sets you apart? Okay. All right. Once you have unique mechanism identified, what’s your promise? What are you promising people? I promise that your business will grow with predictable marketing by working with CML exponential. Like that’s gonna happen. You’re gonna have data that shows, okay, it is predictable. Once these campaigns, you know are ideated, the right ones are identified and built out and launched, you’re going to have results and those results are going to be either great and we’re going to be happy or they’re going to be mediocre and we’re going to test and improve until we get to the results that we need, right?
Like that’s what you get the promises that we’re going to figure it out and we are very capable of figuring it out. We figured out for other companies a lot like yours, we can figure it out for yours, right? That’s our promise. What’s your promise? Save money. Save Time, easier, more fun, more capabilities. What is it you have to define? What is your promise? What sets you apart? Okay, and then what’s the proof? How do I know you can do that? I think back to my favorite copywriter of all times and copywriting is writing. That’s persuasive writing that sells. It’s different than content writing. Content writers write blog posts, copywriters write infomercial scripts. Infomercials bring in money, right? So copywriters are this whole breed of writers that make big money, okay? My favorite copywriter is guy by the name of Gary Bencivenga, and Gary talks about proof and what is proof? Proof is the thing that can’t be manufactured. If you sell a widget to Bethany and you say, Hey, our widget is the best widget, I can come over and I can put up a website and say, hey, my widgets, the best widget,
Now how do I know it’s the best widget as a consumer? While there has to be proof elements that show the difference. Anyone can make a claim. How many weight loss things have you seen go to go to Walgreens, go to GNC and look at other weight loss stuff. They all have the same claim, lose a lot of weight in a little bit amount of time, right? But what’s the proof? I need proof. Proof is the thing that can’t be manufactured. So litter your a marketing collateral with proof. That’s how you’re going to be successful because it’ll differentiate you and show that it’s actually possible. Okay? And the more specific your proof can be, the better. So start pulling proof. Case Studies. Awesome testimonials. Great. If you can do testimonials, get video. If you can’t do video, do written with a photo of you can do written with a photo and just do written, okay?
If you need testimonials and you know your client or your customers short on time, write them yourself. Send them to the customer. Say, Hey, I need a testimonial from you for our website. We’re going to make some changes on Friday. Can I get a quick back from you? Is this okay or do you want to change anything? Please change anything you want and write a testimonial for them to agree to send on your behalf. Right? And they’re agreeing to it. It’s honest and real and you kind of get dependent, saves them time. They’re like, yeah, I love you guys. Absolutely. Go ahead and use that and here’s a photo of me, you know, or you Google and you find a photo of them and say, can I use this photo to, they’re going to say, yeah, or let me change that a little bit or let me rewrite it.
Or No, don’t do that, but you’re going to get your proof elements that way. Okay. I want you to name the uniqueness that, that that you have. So we talked about that. Which is actually naming that formula, that process, that unique mechanism. So for me, functional marketing framework, like that’s it, right? I’ve got a trademark on the term functional marketing cause what’s the opposite of functional marketing? It’s dysfunctional marketing, which most businesses have. I pushed people to functional marketing. That’s what this process does. Pretty logical, right? What’s it for your business? All right? Now, when you know
Who you’re selling to, what their pains are, what’s in their head, what’s in their heart, what’s in their home, what makes them unique, okay? You know what makes your product unique? You know that unique mechanism. You’ve named it. You’ve got a clear promise, you’ve got proof. Then what you gotta do is you gotta make an offer, okay? Now you can make an offer in a couple of ways. You can ask your friends what they think and they’re probably going to tell you that they love it or they hate it and it doesn’t matter what they say, right? Never ask someone who can’t write a check what they think the only person’s input that matters is your own. And someone who has the ability to say yes with money. Dan Sullivan from strategic coach says, ask a check writer. I think it’s great advice. Ask a check writer.
Okay, so you have to make an offer. What is an offer? An offer could be a sales page on your website and offer could be taking your product and putting it on your website. With all of the other that you have on your website for someone to buy. That could be an offer. An offer could be a funnel that does a Facebook ad to an opt in to a $7 tripwire to a $50 product to a Yadi, right? It could be that thing. Your offer could be an order sheet. I can’t tell you how many people I know who sell on the phone and have no order sheet. It’s just like, what are you doing? Walk me logically through the order sheet. Just because you don’t need one to know what you’re selling doesn’t mean I don’t need one. As a buyer to know what you’re selling, have an order sheet. That’s an offer, right? How we’re successful as business owners is making more offers, changing the offer, potentially playing with different elements of it. If it’s a service contract, extending the time on it and making a fast action discount. All sorts of different tricks that we can talk about later, but you need to have an offer.
So the question is, is your offer dialed into your Avatar’s pain and does it differentiate you? Clearly.
That’s what I want you to work on. That’s your homework. Answer these questions and then start thinking through your website. Start thinking through your sales process. Start thinking through how you sell. When you’re on the phone with someone or face to face or however you sell, or however your team sells, how can you make sure pains are in there? How can you make sure that there’s a unique mechanism that sets you apart? How can you make sure that there’s a promise of what you’ll deliver and how can we make sure that there’s proof? Okay? If you do those things, you’re going to set yourself apart and you’re going to be so much more successful on your sales closing because it’s going to be emotional. Some people buy a w. You know when I started in business, people would buy for me because they liked me, right?
That’s cool. Like leverage that as long as you can, but at some point they need to buy from you because are the best and you’re the most effective, right? So that’s where you need to go. Make sure you’re not selling to people because your salespeople can charm that because it’s irrefutable that your offer is the best. So you’ve got to work on your offer. You’ve got to work on the positioning and get out of work on the messaging. Okay? All right. That’s a lot for this episode. Again, go to https://cmox.co/e4 to grab your worksheets and go to cox.co/community to join our Facebook community. And lastly, please, please, please, I want you to hit subscribe on apple podcasts or on Google play podcasts, and then leave a review. I’d love to know what you think about this and if you can share it with a friend, it would mean the world to me to know that I’m reaching you and I’m causing a shift in your business.
Because at the end of the day, entrepreneurs are the people that are changing the world. Full Stop. Entrepreneurs are taking things from low levels of productivity to high levels of productivity. That’s what we do, right? That’s what you do. You need to be more successful because the world needs what you’re offering, right? You need to be leveraging marketing so it helps you grow. So marketing doesn’t suck so much for you and it becomes a place for you to receive more and more revenue. So you can do more and more in your business and make more impact and have a great lifestyle and support your family and be present with them. That’s why we’re here. Okay. So if you could share this podcast with a friend and say, hey, listen to this, start at episode one, because this is a course and I need them to go through it, right? If they can’t just hop in at the end and expect to have some kind of transformation, they need to start at the beginning, have them do that. And if you haven’t listened to episode one through three yet, please do so. Joined the community, download the worksheet, subscribe, leave a review. Thank you so much. I’m excited to see you on the next episode.