Brett Abbott's Posts (6)

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Less than 100 pool people in the WORLD have won a GAVA Award.
What a great way to become a celebrity!

By Brett Lloyd Abbott, MYM Austin Inc.

I was heart-broken a few weeks ago when I read Mike Farley's article in the March issue of Watershapes Magazine.  Mike is a brilliant designer, and he writes interesting articles and book reviews for the magazine. This time, he happened to write about the GAVA Awards book, "International Award-Winning Pools, Spas, & Water Environments." Since I'm actively involved in GAVA, the unmistakable cover photo instantly caught my eye.

GAVA Awards book cover (small).jpg

I loved Mike's premise, that it's the job of each and every one of us in the industry to help "Sell the Dream."  He acknowledges Vance Gillette's tireless crusade (which you've no doubt seen a time or two) as a great example to follow.  He also mentions the above-named GAVA book, along with "Scott Cohen's Poolscapes: Refreshing Ideas for the Backyard Resort."

So why my heartbreak? Mike was kind, flattering and accurate in his coverage of the GAVA book. Yes, it really is "a 176-page, beautifully illustrated book that records the results of the annual GAVA awards program." And yes, the program was indeed founded by Joe Vassallo, Virginia Martino and Mary Vail of 3V enterprises.

It was Mike's observation that "Clearly, it's a collection of projects that were drawn mainly from a network of builders associated with Joe and his company, Paragon Pools."

Ouch.

The hurt is not because Mike was wrong.  The hurt is because the evidence suggests that Mike may actually be RIGHT.  To the casual outside observer, it DOES sort of look like a "Friends of Joe" awards program.

I can assure you, it's NOT. In fact, I think the greatest virtue of the GAVA Awards program is the "What It's Not" aspect:

  • It's NOT just for members of APSP, SPASA, Carecraft, Aquatech or the BBB.
  • It's NOT just for graduates of Genesis 3.
  • It's NOT just for builders who live in the United States.
  • In fact, it's NOT just for builders either.
  • And it's NOT expensive (In fact, it's FREE if you're a charity).
  • And it's NOT just for "Friends of Joe." (Even though Joe is a very likable guy.)

If it looks to the casual observer like the winners are just a bunch of friends of Joe, then that tells me we ain't gettin' the word out.

So here's the word: Get off your butt, and submit some of your projects to the GAVA awards program already. The judging process is the fairest that I've ever seen (it's judged by people outside our industry), and the projects submitted are highly creative and international, which means   WINNING it would be a major feather in your cap. (And that's a VERY big deal, as I explained in my old blog post here: www.mymaustin.com/in-search-of-recognition)

And you must admit, the award trophy is one of the coolest around.

GAVA GOLD award2.jpg

So go ahead and take a couple of your best, most creative projects, and enter them in the contest. Do it before April 15, and you'll save a few bucks. (You'll find the on-line entry forms right here: www.gavaawards.com.)  

To your success,

Download?Id=7038

Brett

 

PS - The experts at 3V Enterprises tell me that if you don't yet have "the perfect photos" for your project, you can still submit your entry NOW with the drawings, and send the primo photos later in the year. (I guess it really DOES help to be a friend of Joe!)
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As if you don't have enough to worry about already, with rising costs, a shrinking economy, licensing stings, and unwarranted complaints at the BBB… now you've got a marketing guy talking about "the ugly truth" of the pool service business. Well, don't panic. There is an ugly truth, but I'm going to tell you how you can leverage it to your own benefit.


First, to put things in perspective let's think about another "service" industry that most all of us can relate to -
the moving industry
. When you think about hiring a moving company, do you feel joy, comfort and happiness? Or do you get a mental image of a smelly, sweaty guy with tattoos and bad breath, and a secret desire
to cheat you out of your money?


Most of us think of the latter. In fact, when hiring a moving company, most of us are expecting one or more of the following to occur:

  • They will show up late.
  • They will be scary-looking people.
  • They will try to charge you more than they
    promised in the original bid.
  • If they break something, (which they will)
    you'll have to jump through hoops to get reimbursed.

This doesn't mean that all moving company employees are scary-looking crooks. It just means that we humans tend to expect the worst when it comes to "service." And here's why -- we've heard the horror stories. Besides, the moving industry is a "hands-on" human-driven activity that - like any human-based activity - will be 98% perfect, and 2% "oops."


"But hey," you might say, "if that's what all homeowners are worried about, then the moving companies should just say ‘We won't be late,’ and ‘We don't use scary looking people.’” And you know, that’s actually good advice. But what do most moving companies actually say? Open any Yellow Pages book, and you will see:

  • “Local!”
  • “Long Distance!”
  • “Commercial!”
  • “Residential!”
  • “Free Estimates!”
  • “Professional service!”
And then they’ll show you a picture of their truck, just in case you weren't aware that they have a truck…. Nice. Meanwhile, has this done

anything to boost your confidence, and allay your fears of an ugly, nasty
experience with a moving company?


Nah, I didn't think so.


And that brings us to the ugly truth about pool service. This general attitude of "not trusting service people" is rampant throughout so-called "blue-collar" service industries. In fact, if you ask your local BBB, they'll tell you that Movers, Roofers and Construction companies in particular are constantly vying for the top spot on the BBB's list of "worst offenders" and "most complaints."


And yes, these boys are dragging you down with them. Most homeowners that you hope to talk to have already decided they don't trust you - long before they've ever met you.


If you want to break free from this ugly “no trust” anchor, then you'll have to stop ignoring "the elephant in the room." Use this “ugly insight” to give yourself an advantage, and separate yourself from all your competition. (Or at least from all your non-IPSSA competition.)
Here's how:


1) Talk About The Elephant -
You know it's there, and the homeowner knows it's there – so why hide from it? Your conversations should start sounding more like this: "Hey, I know there are a lot of sleaze-ball service companies out there. But we’re different, and let me tell you why..."


2)Set the Standard” - Simply acknowledging the problems isn't enough. You've got to talk about what you
do differently
, so that those problems are much less likely to occur. For example, you might offer one or more of the following:


  1. "On-Time Guarantee"
  2. "Uniformed Technicians"
  3. "Price Guarantee"
  4. "No Haggle Satisfaction Guaranteed"
When you set the standard, suddenly everyone else has to try to prove that they are as good as you.

3) "Publish Your Standards” –
Talking about your standards is good, but it's much more powerful when you put it in writing. That's why you need to publish your own "Code of Ethics” and/or "Workmanship Standards" for all the world to see. I recommend you to display them prominently in your office, on your website, on your invoices if possible, and even on the backs of your business cards.


4) "Put Some Teeth into It"
This is probably the hardest part to commit to, but if you want your standards to have impact, you're going to have to prove to the public that you're serious about it. And you do that with guarantees. Now I don't expect anyone to give away service for free, but that's probably not necessary anyway. It could be something as simple as a “10% discount if we miss our 2-hour window.”


By the way -- If you happen to be an IPSSA member, you've got some advantages that already set you apart from most of your competition. Unlike most of your competition, you can proudly say:

  • "I've got a backup team to cover my route if I ever get sick or take a vacation."
  • "I've got liability insurance, so if I get hurt, you don't have to worry about lawsuits."
  • "I go to advanced training every year, to make sure I can make repairs better, faster and cheaper than the next guy. In fact, I had to take a test just to get in to IPSSA!"
  • "And I have to comply with a strict code of ethics to stay a member of IPSSA. If I get caught breaking the rules, I’m immediately expelled from the group."

Now, suddenly, the "ugly truth" is pointing a crooked finger at the other guy, and you're the guy everybody wants in their backyard.

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For more articles on marketing your pool service or pool construction business, go to www.mymaustin.com/newsletters.


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If you’ve listened to, followed or read materials from any decent marketing expert, you’ve surely heard that somehow, someway, you need to differentiate yourself from your competition. Some experts refer to it as your “Unique Value Proposition” or your “Unique Selling Proposition.” I’ve often referred to it as your “Inside Reality.” What it boils down to is this: “What’s so special about you?

Unfortunately, this is the place where most business owners (in any industry) will fall into the trap of “platitudes” and “ad speak.” Rather than identify real, tangible, specific, unique bits of evidence that prove and demonstrate your unique advantages, we spew vague intangibles that we presume people really want to hear:

  • We serve our customers with pride and integrity.
  • We’re dedicated to serving your needs.
  • We’re the premier pool builder of (fill in the name of your city here).”
  • And my all time favorite: “We’ll go the extra mile for you.

Why do we head down this empty path of “Well I would hope so!“, when deep down, we already know what people
really want and need to hear about us?

  1. How long have you been in business?
  2. What sort of training and certification do you have?
  3. What do you do differently than other pool builders?
  4. What sort of industry recognition have you achieved?
  5. Have you ever gone bankrupt, or not finished a job?
  6. Have you ever won any awards?

I can assure you that the answers to any of these six questions are 100 times more powerful, compelling and interesting than any of the lame platitude statements shown further above. (Do
you have any idea how much more interesting your website would be if you scrapped all the “ad speak” and talked honestly about the answers to these six questions instead?)


But let’s go a step further – Let’s back up your answers with evidence that proves our statements. For example, when it comes to training and certification, I like to show the certification logo and a photo of the
certificate with your name on it. If we’re talking about awards, that’s very easy to prove too. Just show a photo of the award(s), like this:

award_2006_traditional_601_gold.jpg

Lew with 11 of 12 Awards, 2004.jpg

ESS<br/> Awards Wall photo (cleaned).jpg ">

And since we’re on the subject of awards, I’d like to tell you about the newest and perhaps most prestigious award in the history of the pool industry – the GAVA Awards. GAVA refers to “Global
AquaTekture Visionary Awards
™,” and is designed to recognize “the most innovative concepts, designs, materials and applications of water-inspired environments from across the globe.”


What I’ve found especially intriguing about this program is that:

  1. It’s open to anyone in the world who creates any sort of “water inspired environments.”
  2. It’s not judged by people in the swimming pool industry. The judges are artists, architects, and other specialists who can offer a unique and unbiased perspective on the creations.
  3. The organization has a philanthropic bent, and goes out of its way to help nonprofit organizations participate in the program.

But perhaps what I like most about this program is that winning this award would be a major feather in your cap. Tens of thousands of people have won “Awards of Excellence.” But only a few dozen experts in the world have ever won a GAVA award. So if you want to talk about “differentiating yourself,” baby — this is it. And of
course, it doesn’t hurt that the award itself looks pretty darn cool too:

INDIGO GAVA Award.jpg

Coincidentally, the awards submission program for 2010 just happens to be open right now. In fact, you have until the second week of April to submit your entries. But I wouldn’t waste time trying to enter with amateur photos. Unless you’re exceptionally good at photography, and have an extremely tall ladder, I would encourage you to hire a professional photographer.

Besides, if your project is worthy of winning a GAVA award, then you should be using your photos of that project like crazy in all of your marketing and advertising – regardless of whether or not you win an award. Yes, it’s
good to have honest, detailed and sincere answers to the questions above. But killer photos can be a pretty darn powerful and compelling bit of evidence too.


So please go get some good photos, and win some awards.
It makes my job so much easier….

Thank you!

Brett

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I'm sure you recall that "20-20 vision" is how doctors refer to "normal vision." This means that what you see at 20 feet is the same as what a "normal" person sees at 20 feet. Well, I'm not into "being normal." I want "20-10 vision." I want to see at 20 feet what the normal or average person can't see beyond 10 feet. And that's where our focus (no pun intended) needs to be right now. In the year of Twenty-Ten, we should all be striving for 20-10 vision.Naturally, with this new decade upon us, there are plenty of marketing pontificators and prognosticators telling us "what's changing in 2010 and beyond." You're probably hearing about "social media" and "mobile apps" and "Google wave" and "multichannel reach" and the long predicted "demise of the Yellow Pages." At the risk of sounding like another pontificating prognosticator, let me share with you my vision of 2010. (Again, no pun intended.)First, let me describe what I see as four major overriding societal trends that are currently driving human attitudes and habits. Then we'll talk about how your marketing strategies and tactics need to change to deal with these societal changes.• "Sincerity & transparency is everything." (Thank you Gen X & Gen Y)• "Disdain shall not be quieted." (Thank you Social Media)• "Speed is getting faster." (Thank you wireless, mobile and many other technologies)• "The simplicity / complexity paradox." (Actually, it's complicated...)SINCERITY: After 40 years of self-indulgent ad-speak, platitudes, hype and hyperbole, our younger generations (and older generations too) have figured out that when it comes to advertising, "It's all a bunch of crap. You can't trust the self promoters, so don't even bother listening to them." Would you care to take a wild guess as to why Facebook and the entire field of social networking is so wildly popular today? (If you guessed "Sincerity" and "No ad speak," then congratulations.) Don't be fake. People want to know the real you.DISDAIN: With such a consummate desire and quest for sincerity, our new generations have developed a very low tolerance for B.S. They are highly connected, and when they get the sense they're being lied to or ripped off, they strike back with a vengeance. On Facebook; on Skype; on Yelp.com; on Twitter; on Angie's List; on Complaints.com, and about a thousand other places. And now, with the new SideWiki from Google, your disillusioned prospects can share their derisive comments about you and your company directly on your own website.. Are we getting nervous yet?SPEED: Forgive the trite sounding nature of this, but in truth, "everything is getting faster." The new generation cell phones have brought a world of information and access to our fingertips, no matter where we are, or what time of day or night. These phones are not only faster and more powerful than desktop computers of a few years ago, but they're also more intelligent. Right now, you can literally point your cell phone at the outside of a storefront, and instantly read on-line reviews of what other people think of that business. (Thank you Google street view.) Talk about instant decision-making ability!"What's hot" is changing fast too. MySpace -- all the rage just three years ago, is all but dead. And now rumors abound that the demise of Twitter is imminent. (Yes, I know, you haven't even signed up for your Twitter account yet. Like I said, things are moving fast.) The science and art of Search Engine Optimization is also moving at warp speed. Some of the stuff we were doing a year ago is already obsolete. And some of the stuff you learned in a seminar last month will be obsolete by Christmas. SEO is going to require a substantially larger investment of time and money in order to keep up the pace.COMPLEXITY: The tragic paradox here is that all these tools and technology that make our life simpler are getting increasingly difficult to implement. Do you recall the pain you had the last time you upgraded your computer? (Perhaps that explains why two generations later, most PC users still prefer Windows XP.) Today, you'll feel the simple-complexity paradox when you try to initiate your new super-simple Google-based Android smart phone. People are spending days, weeks and even months trying to figure out how to set up their e-mail, calendar and contacts. And there are so many phone applications available that they now have apps to control and manage your apps. (!!!)So, with that insight of what's happening with our society, what does our 20-10 vision tell us we should be doing in the year 2010? Without going into detail, let me share a few guidelines which should help you see the road ahead. (I'll offer more insight on some of these in a future newsletter.)Websites - It's more important than ever. It continues to grow in importance as other media shrink. It's also an ideal venue to offer simple solutions and demonstrate your sincerity.Search Engine Optimization - It too is more important than ever. (People want easy successful searches.) And this too will leave you in the dust if you ignore it too long.Value - As important as ever. No one wants to waste money, regardless of whether the recession is over or not.Social media - Get on board. It's changing fast, but the longer you wait, the harder it will be to catch up. Start by creating your own Facebook pages - one for you, and one for your company. Connect with some friends. Then get on Linked-In.Mobile - People will increasingly communicate with you through their mobile phone, though not by voice. You'll need to make sure your website and e-mail communications are mobile-phone-friendly."Branding" - This old marketing paradigm is not so much "a goal" anymore, as it is a result of the socially connected world around you. Here, the smartest thing you can do is pay close attention to your customers and prospects, and respond overwhelmingly in their favor when something goes wrong. (Otherwise, you will be "flamed.")Multi-channel Advertising - All of your advertising efforts should be driving people to your website, where they get all the answers and details they're looking for, and more.Direct mail - Still a good medium for reaching targeted prospects, but it needs to be part of a multichannel strategy.Print advertising - Diminishing effectiveness, as Yellow Pages and even newspapers go the way of the dinosaur. EXCEPTION: Selected magazines such as "Luxury Pools" or "The Home Mag" can still be effective, provided you're a good fit for that target market.Ad speak / Platitudes - This is poison. Avoid it at all costs.So again, if you want to have 20-10 vision for the year 2010, then pay close attention to these unstoppable trends, and let the recommendation above be your guide.To your success,Brett
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Use these “tricks of the trade”…By Brett Lloyd Abbott, MYM Austin Inc.With an industry slowdown comes a knee-jerk reaction to cut back on expenses, especially advertising. That’s fine if you’re getting all the business you can handle. But for most pool builders, that’s not the case. Leads are down, and closings are down. And since most pool builders need a certain level of volume to keep the staff on board, this may be the worst possible time to stop advertising. In fact, when your competitors are cutting back and hunkering down into survival mode, they’re giving you the best possible opportunity to gain market share.But here’s the rub - Few builders have a ton of cash to throw at advertising. And it’s never a good time to waste ad money. (And unfortunately, in our industry, much ad money is wasted.) So let me share with you some ideas and tips to keep you advertising without wasting money, and without breaking the bank.TIP #1 - Every ad must pay for itself. I do not recommend you “throw money out there” just to “build your image” or “maintain a presence.” You very well may go broke! Instead, every penny you’re investing in advertising should show a return on investment (ROI) in the form of new profit. Otherwise, why waste the money? The key requirement for you to determine your ROI is lead tracking. How many leads did that $2000 magazine ad pull in? How many of those leads bought something? How much profit did you make on the sale(s)? Did the ad pay for itself?Here are three easy ways to track your leads by lead source:1. Have your sales manager, sales rep or receptionist ask the prospect. (It’s an easy question, and should already be on your lead form.)2. Your website inquiry form should ask the question: “How did you hear about us?”3. Build the tracking into your ad. You can do this with a custom trackable phone number, a custom URL, with a “coupon code,” or by “naming” your special offer. For example, your ad could promote “The Platinum Package” or “Package 29.” You could offer “The Platinum Report” or “Report 29.” Or it could say “Ask for the Platinum Department” or simply “Ask for Gloria.”These tricks will allow you to determine how many leads each ad generates.TIP #2 - Invest where you’re getting the best ROI. As you compare the ROI of different lead-sources, you’ll see that some are producing a much better ROI than others. Just like any other investment, you should divert your ad money away from the bad investments, and into the better performing ones. Your ROI calculations will tell you exactly where you should be spending your money.But suppose it’s August 2009, and while you love the idea of “redirecting,” you really haven’t done any tracking? Now what? Well, I can give you some general guidelines that run fairly true for pool builders in most situations. Now keep in mind, if your message is crap, then all bets are off. But if you’ve got a decent message, then here are some suggested places where you might advertise. Based on my experience in this industry, the ad media at the top of this list have consistently shown better and safer ROI than those at the bottom:* Business Cards and an Elevator Pitch (At 5 cents a pop, how can you lose?)* Yard Signs ($400 worth of signs buys a lot of phone calls from interested buyers.)* Good Facility Signage (It pays forever, but only if you’re in a high-traffic area.)* Networking Meetings (Not for everyone, but they can work like a charm if done right.)* Pay-per-Click Website Advertising (You don’t pay except when someone actually wants what you sell. Smart!)* Home Shows (Very effective if you have a strategy and everyone’s trained.)* Referrals (You probably aren’t investing as much as you should in this area.)* Direct Mail (RSVP in particular can be quite effective.)* Joint Ventures (But choose your partner wisely.)* Lead Referral Services (Actually, a lot of these are crap; Free Pool Quotes has been good.)* Radio (Excellent medium, but needs a 6 month investment to work well.)* Magazines (Usually expensive, and results vary dramatically depending on the magazine.)* Newspapers (Declining readership, and fewer people "in the market." No thanks.)* TV (Will burn a lot of money to reach a shrinking audience that uses TiVo. Be careful!)TIP #3 - “Fix The Holes In Your Bucket.” You can spend $10,000 to get the phone to ring, and watch every one of those leads slip away due to other factors undermining your marketing efforts:* Poor salesmanship* Poor “phone-manship.”* A rundown or unkempt facility* A weak or “non-sticky” website* Lousy or non-existent follow-upI’ll discuss “fixing the holes in your bucket” in some other post. So for now, let me just suggest that you take a closer look at your processes, facilities and website. Get a fresh perspective from someone who doesn’t work for you. Give them permission to be brutally honest, and then see if you can patch some of those leaks.OK, so everyone knows times are tough. It’s also full of opportunity. In the months ahead, some will gain and some will lose. But almost no one will stay the same. It’s time for leaders to make some decisions, and take some actions. I hope the above advice helps you make the right decisions.Sincerely,Brett Abbott / MYM Austin Inc./
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Why Some Pool Builders Grew in 2008.....and what we can learn from them.By Brett Lloyd Abbott, MYM Austin Inc.2008 was a tough year for most pool builders. While a few builders saw growth, most fell short of their 2007 numbers. And so far, 2009 doesn't promise to be much better. So let me take a moment to show why, in my experience, "a lucky few" did well in '08, and what you might do to finish stronger in 2009.Here are some similarities I found amongst the pool builders who did well last year. Each of them had at least one of these things in common:* They kept advertising* They had a strong & compelling "story" in their marketing (especially their website)* They fine-tuned their selling skills & selling process* They had a consistent follow-up system* They maintained a strong "referral channel"Let me offer some ideas of how you can emulate their success without spending a ton of money....ADVERTISING -In most cases, these guys didn't "advertise like crazy." In fact, in most cases they cut back on their ad spending. However, by testing all results, they were able to shift spending away from lousy performing media, and over to better performing lead sources. (I'll share some specific results and suggestions in a future post.) BOTTOM LINE - If "advertising" (as opposed to "referrals" and "internet") is a key source of leads for you, then it's important to continue some level of advertising through the downturn.A COMPELLING STORY - There are fewer buyers now than there were two years ago. And these buyers are generally more skeptical and reluctant than in the past. So each pool builder comes under much greater scrutiny in the buying process. Decisions aren't being made solely on the performance of the sales rep. Your "believable story" (on your website and in your brochures) that proves why you're a better choice will play a much greater role. Empty promises and meaningless platitudes score worse than zero. A clunky or under-compelling website has a similar effect. Have you updated your website lately? Have you developed and practiced your "elevator pitch"?SELLING SKILLS - As desperation seeps in, many builders are resorting to price cuts to steal the business away. We call that a "going out of business" strategy. Much better to focus on giving the homeowner what she really wants, which is almost never "the cheapest pool I can buy." Not an easy task, I'll admit, so let me share with you one quick tip that's worked well in 2008 - The owner will tag-along on the sales call. The sales rep still handles the call; the owner is just there for moral support. The homeowners told us that the presence of the business owner gave them the confidence they needed to go ahead and buy. If your business is down, consider taking a ride with your sales reps.CONSISTENT FOLLOW-UP -Many a homeowner has decided "now is not the time," and then a year or two later decided to proceed. They almost always zero-in on whoever has reached out to them most recently. (Which has absolutely nothing to do with the quality or value of the product they build.) Most sales reps are too busy chasing current leads to also continually reach out to past prospects that won't return phone calls. And admittedly, the return rate on these prospects is generally low. So the solution is not to beat up the sales reps. The solution is to set up a system that reaches out to "cold leads" automatically, at least once a year. A postcard system is best, because if they're still thinking about a pool, your postcard will get their attention. A low-cost e-mail system such as Constant Contact or Vertical Response can work too, but only if you have their email addresses.PROACTIVE REFERRALS - Nobody has to be talked into wanting or taking referrals. What I've found challenging is teaching builders and sales reps to take all the necessary "little steps" to truly "win over" your customers and generate referrals automatically. I'm not opposed to referral checks, but I consider it a secondary and inferior strategy to proactively converting your customers into "raving fans." If your customers love you, you won't have to bribe them with a referral check. Some sales reps do this instinctively, and get all the referrals they can handle. Most do not. As a minimum, make sure your sales rep has a conversation with the homeowner several times throughout the construction process, and at least once after the pool is finished. Gifts can work well too; more about that later.I hope you've found a few tips in here to help you through the rest of the year. I welcome your comments.Best regards,Brett Abbott / MYM Austin Inc.www.PoolBuilderMarketing.com
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