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…done this for you and it just feels awesome that we’re able to connect through voicemail and me doing a session like this. Literally, I’m sitting here with a cup of coffee, the sun is coming through my front window, beautiful day here in South Carolina and enjoying life guys.
This is awesome and I hope that you guys are doing awesome as well. Now, if you guys are brand new to the podcast, want to welcome you. My name is Scott Voelker. I am the host of The Amazing Seller Podcast and yeah would love to just say, “Hey, welcome and thank you so much for stopping by.” The way that this show really started was for me getting a bunch of questions either on email or a voicemail because I setup this page where you can ask your own questions and then it’s a way for me to connect with you. If you do have a question, even if you’re a longtime listener, you have a question that just popped up and you want me to answer on an upcoming show, head over to theamazingseller.com/ask and you can do just that.
You can ask your question through the voicemail, a little recorder there. Now, the one little thing here I want to make sure that you do when you ask that question is just include your first name and include a brief question. This way here I know who I’m speaking with and I also know the brief question so we can go ahead and get this thing taken care of. That sound good, that sound cool? Hopefully you guys are having an amazing day as well and if not, you know what, go out there and make it a great day. Do something, keep the movement, keep moving forward.
[00:02:00] Scott: When those days creep up on you and they feel like they’re just not going right, guess what, just hit restart, reset and start over. I’ve had to do it, I know you’ve had to do it so I’m going to remind you right now if you’re having one of those days, let’s start over. Let’s press that little reset button. I want to remind you guys too before we jump into today’s first question, I wanted to remind you about the show notes that we have available for you at this episode and the transcripts. They’re there for you as well. Any links that I mention throughout this show will be there as well so head over to theamazingseller.com/250. Again that’s theamazingseller.com/250.
One last thing, I promise this will be the last thing and we’ll jump into the first question. I wanted to share something with you because I’m pretty fired up about it. I would be sharing this with some of my closest friends and I feel as though you guys are some of my closest friends because you guys are longtime listeners or maybe just new listeners, whatever but you guys get what I’m saying. I want to share with you because I’m pretty fired up about it, I’m pretty excited about it and what that is, is recently, you may have heard, you may not have but I was a featured guest on the Smart Passive Income with Pat Flynn.
Now, Pat Flynn, I’ve listened to him probably when he first started his podcast and I really admire how he conducts himself and he’s a family guy, we’re a lot alike in that aspect. When he asked me to be part of this podcast episode that he was doing kind of an experiment, what he did was he reached out to 15 entrepreneurs and he said, “Hey, I want you to answer this one question and we’re going to go ahead and we’re going to air everyone’s questions and hear the differences between them all because everyone will have a little bit of different answer.” The question was, “What I wish I’d known before starting my own business.” It was really awesome to be able to answer this and I had to think long and hard about it because again I’m not just talking about Amazon business, I’m talking about business in general. What are the lessons I’ve learned throughout the past 15 plus years and how can I really boil it down into a three or five minute answer?
[00:04:07] Scott: That’s what I did so I definitely recommend you listen to this episode. There’s 14 other entrepreneurs that answer the same exact question which are some really great answers by the way and definitely go check it out. It’s actually episode 227 on SPI and I will leave a link in the show notes to this episode. Again, I just want to publicly give a little shout out to Pat Flynn for… Just saying thank you and allowing me to go on the podcast and really try to inspire someone else even if it’s in the smallest way and just really awesome and I just want to say thank you and I want to thank everyone out there in the community that has supported the podcast. I just want to thank you guys, it really, really does mean a lot.
There you go guys. There is something I’m really fired up about I wanted to share with you guys and hopefully you guys are cool with that. Check out that episode, it’s a killer episode. All right, let’s go ahead and listen to today’s first question and I’ll give you my answer.
[00:05:07] Elawi: Hey, what’s up Scott? My name is Elawi. Scott I have a quick question for you. I do see a market that I’m really interested in, a market that I have a lot of experience in, a market where I could actually reach out to customers that I deal with every single day. With this market I see myself building a company outside of amazon easily and I really like it. Here’s the only thing though. This market is so saturated. For example, I have one listing up there right now, I’ve just released a listing, I wanted to see how selling on Amazon would be.
For that one listing, there’s probably like 60,000 listings and variations, it’s very difficult. However, I’m a hard worker, I’m dedicated. I see myself building this company. One more thing as well, I don’t have too much money to invest, I don’t have a high budget to invest in so what do you recommend? Do you recommend me building this market or should I find a market where it’s less competitive and where I will have less competition? Thank you man. I would really appreciate if you answer this question and you have an awesome day man.
[00:06:25] Scott: Hey Elawi, what’s up man? Thank you so much for the question and yeah, I want to give you my thoughts on this. You said a couple of really important things here. Number one, you said that you’re looking at a market that you’re currently already in. Maybe you work for a company that’s already in this space, you know that space really well. That’s pretty big. If you are already immersed into this market then you know a lot of things that other people don’t know that are just trying to get into the market, so that’s number one. That’s a positive for you, that’s a good thing.
The other thing that you mentioned is that it’s also very saturated and that’s a red flag. Like woah, woah, wait a minute here. It’s saturated but what we really didn’t discuss and what you didn’t discuss was is there a way for you to find a unique proposition or a unique thing in that market if you niched it down or ‘ni-she’ it down? You guys get what I’m saying, we always get hung up on that niche thing but I call it niche but your market. If there’s a way for you to really not just take the one thing, the main thing that 60,000 people are trying to sell but there’s got to be other products that aren’t as popular or that aren’t as the main thing.
There’s got to be other things around that right. I always talk about the garlic press. Let’s not talk about the garlic press, let’s talk about other products that that same person… Let’s just take a chef for example. If everybody’s trying to sell the chef a garlic press, there’s other things that that chef needs that isn’t a garlic press, all right. You have to go into that market which sounds like you know a lot about that market. Now, what we want to do is figure out all of the different aspects, all of the different things.
[00:08:25] Scott: Again, we talked about this a few episodes ago about the guitar market. If you’re in the guitar market, like I’m a guitar player, there’s a lot of things in that market that’s not just the guitar or it’s not just the amplifier. It’s not just the main things, there’s multiple, multiple components or different things that we could really niche it down and then you could sell that one thing or like we talked before, maybe that market is all about the guitar of the certain style of guitar playing, let’s say classical. Now we’ve just segmented ourselves out of that main saturated market and now we’ve over on a smaller side of the market but it’s niched down and now we can go even a little bit further.
There’s different classical styles of guitar, maybe we niche down one more time and this is a way for you to get started in a market without all of that competition. Then this way here you can start to slowly bring yourself into maybe more of those other categories of the market. Again, you said you’re limited on money, I understand that. There’s ways for you to get into this without having to spend a lot of money. Again finding those other products that support the main thing, that would be one thing, that would be one way without having to go and maybe launch the guitar where we’re talking about launching something that supports the guitar or again long term, like you said this is something that you’d like to build outside of Amazon as well, well then there’s content.
We can all start a website or a blog and start creating some type of content out there for people to then consume and then bring them back to our thing. We all can do that, it’s time. It’s going to take time, it’s going to take patience and all that. We talked about that in past episodes as well but the thing is it takes time it takes patience. There’s things you could be doing even if you don’t have money right now to do the product even or maybe you do retail arb in that market with other hot selling products in that space, just to get into the space.
[00:10:32] Scott: Go after what you can do right now but also I would map it out though. I would map out the main market and then I would start to segment that market. I would take and create this literally on a piece of paper and I would put the main thing and then I would start putting all of the different, the submarkets and the sub, sub, sub markets and I would just start niching it down. Again, a great way to do this is to look at Amazon, see what they’re showing you as ‘frequently bought’ together or ‘this customer also viewed these items’. It’s a way for you to then tap into that but it sounds like you already know that because you’re in that market.
I would just say dump all of those ideas, all of the different parts of the market, dump it all down onto a piece of paper and then you can start to break into each one of those a little bit deeper and a little bit deeper. That’s what I would recommend. I would say definitely if you’re passionate about it and it’s something you see a long term vision, I’m talking 3 to 5 years vision, then go for it. That’s what I would say. Hopefully this has been helpful or anyone else that’s kind of in this space in their mind or in the process, understand that if you’re going to go down that road of external, it’s going to take a little bit more time rather than just putting a product up on Amazon and instantly having traffic.
You have to go find the traffic and then you have to create an offer for them to come to your product or to your website. Again, we talked about building an outside funnel or a sales channel that would be like Facebook ads to a blog post, from the blog post to a product, all of that stuff. We talked about that in past episodes but again, not to go off tangent here but I like this question because it shows that you want to build something bigger than just one product that you can sell on Amazon and I like that. All right, let’s go ahead and listen to another question and I’ll give you my answer.
[00:12:28] April: Hi Scott, this is April from Ohio. I’m just calling, I have a question I don’t think you’ve answered before on the show. This is about selling internationally. I have a product that I launched in February of this year and it’s doing rather well thanks to all your help. I’m currently selling about 20 units a day and so my next question is, should I be selling in Canada, in the UK, as well as the US or should I expand into other products? I’m just kind of wondering your thoughts on that. I’m kind of leaning towards simply selling on other two platforms before I go into other products just because I already have a product that is doing well and I have the sourcing down and all of that so, I don’t know. Just want to know your thoughts on that, let me know what you think and thank you for everything.
[00:13:26] Scott: Hey April, thank you so much for the question and this is a really, really good question. Number one, I think we should give you a round of applause for 20 sales a day, let’s do that now together. Now, I hope we got thousands of you to actually clap all at the same time. That would be amazing. Awesome, awesome job and we definitely have to tip our hat to you for taking action and going out there and doing the research and finding a good product. That’s number one, congratulations on that and I’m so glad for you.
Secondly, there’s a couple of things here. We have a product, it’s already doing well, 20 sales a day. My first question would be is 20 sales a day as many sales as you can get or can we still optimize that further? That would be first thing. We want to go up to the most low-hanging fruit that we can right now. What’s the easiest thing for you to do right now if you were to take the product and then add it to another channel or build upon that one product? That would be the questions I’d be asking myself.
Secondly I would say, “Okay, now we’ve got this product, how hard is it going to be for me to get set up to sell on the UK or in Canada?” The traffic there is going to be less, we know that but if you can do that easily, then I would say go for it. You’ve already got the product like you said then go ahead and do it. The only difference there is you’re going to definitely have some type of storage issues or differences there because you are going to have inventory in two different locations now so that’s something else to consider. The other thing that I would say is have you explored posting your product or listing your product rather on Walmart.com now that they’ve allowed to do that or jet.com or e-Bay? Have you done any of those other channels that seem to be the easier channels to throw a product up on, get it listed and start to see if you can get some sales?
[00:15:30] Scott: Again, I’m looking at what’s the least amount of resistance right now for you to get that product on another platform. That would be my first or I guess second recommendation there. The first one we already talked about. That’s what I would do there. I would just look for those easier barrier-to-entry, the least amount of resistance, that’s what I would look for. The other thing, you brought up a really good point is like launching a secondary product. If you launch a secondary product that should help you sell more of the first product so you could take that 20 units per day that’s selling and if you launch product number two and let’s say you get that to maybe only 10 units a day but that can help drive another 5 sales to the first product or more or maybe vice versa then that might be worth it.
You have to ask yourself those questions. I’m not sure what that next product will be, how well it would sell with the other product, if it’s a really great product that works well with the other or it’s an accessory then it makes a lot of sense. I would say again, going after the least amount of resistance right now. To me that’s always what it is. What’s the easiest thing that you could do right now that could add growth to your business? What’s the one thing right now that you could do that would be the easiest to do?
You might need to explore that, you might need to say, “What’s it going to take for me to start selling in the UK? What’s it going to take me to list in Canada or Japan,” or wherever you want to sell that product because you’re right. If you have one product that’s selling pretty good here, it might sell great in UK as well. It might not either, there’s no guarantees obviously. The other thing we haven’t even mentioned is could you take that product and start building out your external sales channel like we talked about? Taking Facebook ads and driving them to a blog.
My biggest thing here is if you’re taking all of your resources and putting them into one product and then that one product you’re trying to market it over across all these other areas, that’s good but the same thing is if you get in trouble with Amazon for whatever reason, for whatever reason, we don’t know, is that going to affect all of your accounts or just the one in the US or one in the UK?
[00:17:34] Scott: Again, we don’t want to put all of our eggs in one basket. We’ve all heard that and I believe in that. I think we should diversify. I think we should find other channels that aren’t supporting on the same. Again, if you can list that same product on Walmart.com or jet.com, e-Bay and then get some a few additional sales that way, that would be least amount of resistance to me in my opinion. Then I would start looking on those international market places but I would also be looking at product number two because product number two again is going to take some work to get it sourced and all that stuff and it’s going to take a little bit of money to get that going.
I would look at all of those things and then make decision but eventually you’re going to need product number two anyway. We don’t want to have just one product selling. Hopefully this has been helpful. Again, without knowing the entire situation, it’s really hard to give you exact of what I would do but I think I kind of did. Whatever is the easiest right now to do that you can do, like really easy, that would be the one I would do and then I would move on to all of those eventually but it’s just in the order that you’re going to do them is what you really need to understand and that’s only going to happen when you can ask yourself those questions. Hopefully that’s been helpful, good luck to you, congratulations too by the way and keep us posted, all right. Let’s go ahead and listen to another question and I’ll give you my answer.
[00:18:59] Derek: Hello Scott, this is Derek out in Portland, Oregon. I’m a new subscriber to the podcast. I do quite a bit of driving for my work and I get to listen to it on my way and on my way home as well. Love the tips that you’ve given so far. I’m really excited to get it into my business. The one question that I had for you is… Well a little back story. I had a listing that I got started about a year ago, didn’t go super well but I got newly reinvigorated and I want to see it work.
One thing that I realized that I was doing wrong and I wanted your advice on in the search terms under the keyword tab in your product listing, do you want to list out as much information and as many keywords as possible or very specific what you think the customer’s going to be searching? For example do you want to say garlic press or stainless steel garlic press, best grip, great gift, et cetera, anything that they would search for? What have you found to be successful? That’s my question, I would love an answer and I appreciate all that you do. Thanks.
[00:20:12] Scott: Hey Derek, thanks so much for the question and thanks for being a listener by the way, a new listener. I’m so glad I was able to spend a little bit time in the car with you and pass some of that time along with the podcast, so awesome, awesome on that. I’m also excited that you’ve been rejuvenated in a sense to where now you’re going to come back to it. It’s funny because a lot of times we might start something and then get frustrated, discouraged or maybe life gets in the way and then we stop and then we come back to it and then we start to see a little bit more energy going into it or you have a different perspective or whatever it is. Anyone else that might have been dabbling in this or anything for that matter, in business, in relationships, in fitness, whatever it is just always know you can always come back to it if you need to and you might have a new perspective on things.
Just wanted to throw that out there but Derek, to answer your question, I don’t think any of us really know what’s the right thing to do on the backend of the search terms. All I can say is and this is from myself and also from students of mine or listeners of the show kind of coming back and reporting to me and there’s been mixed opinions on what is right, what is wrong. The one thing I know that I would say for sure is that Amazon does not want us to stuff keywords in the backend. I would say be as relevant as possible because think about this too, if you get someone to find your listing from a keyword that doesn’t even make sense for your listing and someone clicks on it, that’s really a negative thing for your listing because it’s going to show as someone came to your page and they didn’t buy.
That’s going to make your conversion rate look bad. We don’t want to do that anyway so I like the idea of putting in keywords that are relevant and only relevant keywords that are going to pertain like you said though, if you put in there stainless steel garlic press and then from there you put a comma. If you’re going to use commas by the way, you don’t have to uses commas but if you are going to use commas, definitely make sure that you put a space after your comma.
[00:22:30] Scott: If you don’t do that Amazon has been known to really just get confused by those and then it will just look like a big jumbled mess. The best way is to really don’t use commas and just use words. It’d be stainless steel garlic press black handle oversize. If those are keywords that people are searching for, Amazon is smart enough to pick from the different words. The other thing is when you’re doing your pay-per-click, that’s where it’s going to give you a lot of the relevant keywords too especially when you run an auto campaign in the beginning. That’s why we always suggest running an auto campaign in the beginning because then we can see exactly what Amazon is looking at our listing as far as optimization goes but then also what are the relevant keywords that are inside of our listing and then we can expand off of there.
Again, if you haven’t optimized your listing at all in the beginning then your auto campaign isn’t really going to tell you a ton because it’s not going to be optimized to begin with. You want to do a little bit of this research anyway and in the beginning you want to be as laser focused as far as targeting goes as you can be. Then allow them to expand outside of that. A great way for this too is like using a broad search term. If you use a broad search term in your pay-per-click and let’s just say you use the word garlic press then they’re going to go out and find related keywords that could pertain to garlic press and then you’re going to be able to see that in your search report and then you can build off of that.
That’s another way to find relevant keywords and then you can put them in the backend of your keywords. I would say if you don’t have 5,000 characters to put in the back end then don’t put them in there. Just don’t try to fill it out just to fill it out. Make sure you’re finding relevant search terms and then from there you’re plugging them in the back and again, I’ve been doing it this way. I know a lot of people that I talk to on a regular basis that are even smarter than I am about this.
[00:24:28] Scott: They’re putting them in there just with spaces so it would be, like I said; stainless steel garlic press black handle over size. You’re going to have those different keywords in there. You’re not going to have to repeat those keywords. Hopefully this has helped you. Again, congratulations on getting excited again about this opportunity and hey, I’m rooting for you so keep me posted and good luck. We’ve got time for one more quick question, let’s go ahead and listen to that question and I’ll give you my answer.
[00:25:00] Chandra: His Scott, this is Chandra from Michigan, just want to thank you for all of your information. I love your energy, love everything that you’re putting out here for us. I’m so very grateful that I found your podcast. Just a couple of questions for you, hoping to get some answers back from you. Having a little bit of issues with the campaign, running campaigns for my product. We go really good for a while, for a week, almost two weeks and then all of a sudden I have no sales. Mostly maybe for the most of three days and then all of a sudden one pops up. Didn’t know if there’s something you can suggest that I try?
Also, reviews, I’m looking for more organic reviews. I don’t know how to reach out to my people. I do have Feedback Genius. I don’t know if you have any tips that I should use with that and also when do I know when to order a product? Should I order a product on my slow moving products and when should I and also when do I start looking for my next product? Very antsy about that but I’ve only been doing this for three months with my product. We have 17 reviews, need some more tips. There’s anything you can give me, I’d love it, thank you again. Have a good day, hope to hear from you soon, take care.
[00:26:35] Scott: Hey Chandra. Thank you so much for the question and you’ve got a few questions in there. I’m going to do my best to answer them. The first thing I would say is on the sales and how you get a couple, then you don’t get a couple. Few days go by, you get a couple. Number one, if you’re not really doing a ton of promotion or Amazon pay-per-click or any of that stuff then that can be the case. If you’re running Amazon pay-per-click, we want to be able to start dialing in those campaigns to start getting sales on a regular basis. We can say, “All right I’m going to spend $25 dollars today and that’s going to help me get whatever, 3 sales, 5 sales, 10 sales,” whatever it is, whatever your number needs to be.
Then from there you can start to… I don’t want to say that you can predict but you almost can do that if that makes sense because now you’ve narrowed it down, you’ve found these converting keywords and now you’ve pretty much dialed that it but that doesn’t mean it’s a guarantee either but when you do that as well, you are also then expanding out your reach. That there to me would be the first thing I would probably say to focus on.
The other thing that you mentioned too is that you’re working on reviews so it sounds like you don’t have as many reviews as you’d like. Maybe your competition has a lot more reviews and you don’t have as many or near as many so that could be a conversion problem. My other question to you would be like, “Okay, you’re saying you’re not getting a lot of sales throughout this time period but my question would be like how many sessions are you getting per day so instead of just looking at the sales I’d be looking at, “Okay, what’ my traffic look like for today? Do I have 50 visitors today, do I have 100 visitors today and I’m only converting one of them that means I’m only converting, if I’m 100 visitors, I’m only getting one sale, that’s 1%.”
We’ve got room to improve here so now we’ve got a conversion problem. See, I’m just reversing back what it could be by the data. We need to look at traffic, we need to see how many visitors are coming there per day. Now, if you’re telling me you’re only getting like 5 visitors a day, well now we have traffic problem.
[00:28:37] Scott: We aren’t getting enough eyeballs on our listing. How do we increase that? Well the easy way would be… Well, the easiest way or the easier way would be really going out and really diving into some more campaigns and some pay-per-click to get those eyeballs. Until you can really know that your conversion is going to be worth you spending a lot more money on pay-per-click is you need to be able to see the conversion metrics. We need to get visitors and then we need to see how many people convert. Once we understand that number and let’s say now we’re at a 10% conversion then we know, “Okay, if I get 100 people to my listing then I should convert 10 of those to sales because now it’s 10%.”
If you don’t have 100 visitors and you’re still converting at 10%, you only have 5 visitors a day, well, that’s not going to work. We’re not going to be able to get that number to where we are going to be able to get our 10 sales per day. I would focus on looking at the data first but then I would look at the traffic coming in. I would say, “Okay, I got 100 visitors today. How many of them converted?” None, well then that means I got 0% that day. We’ve got some improving to do over there. Do we need better images? Do we need more reviews? Is our pricing too high? Is it too low?”
Those are the different things that we have to think about. I would look at all of that stuff. Talking about the reviews, you talked about using Feedback Genius, I think it’s a great company I used them in the beginning as well. Currently now I use Salesbacker but it does basically the same thing. It sounds like you need a follow up email sequence in place. I think Feedback Genius gives you probably some, I don’t know if they give you templates but they definitely give you some recommendations on what to do. I do have an email sequence that I send out. There’s three emails, one after it’s been delivered then one three days after they’ve received it and then it’s seven days after that.
[00:30:31] Scott: You can find that, I believe it’s a template that I have there for you at theamazingseller.com/email and if you go there you’ll find that sequence. You can implement that. If you’re using Feedback Genius just have to create the three emails that you want to send out or two, however many you want to do. Then what are the trigger points that are going to send out that email. A trigger point would be like after the item has been received from the customer, it’s basically been delivered to their house, that’s when you’d want to send out the first email and then maybe after three or four days, they’ve had time to use it then that’s the next one and then maybe seven, eight days later and the next one.
That’s how I would do that. It sounds like you don’t have any of that in place. I would definitely recommend doing that like ASAP. There I somethings to think about or anyone else that’s thinking about, “Well, my sales just aren’t there.” You got to ask yourself what are the numbers, what’s the data. If the data is there as far as you’ve gotten some time to have traffic come to your site or to your listing and then from there you get to see your conversion and then from there you get to see can you improve that. Then you can start talking more about Amazon pay-per-click and all of that stuff.
Hopefully this has been helpful to you and whoever else is struggling at this stage but it’s really a numbers game. It really comes down to a numbers when you’re at this stage. You did ask also about maybe thinking about product number two. The only time I would think about product number two is if I was thinking that product number one just wasn’t going to take off because it was just too saturated or I’ve already exhausted everything I can think to do to push this product and I don’t really want to push it anymore. I’m just going to branch off this product, maybe add another product that’s similar to it to maybe help with sales that way but then take a new approach at picking a product because maybe it just wasn’t done properly or maybe you rushed or maybe you thought you had a product that was good and it wasn’t.
We learn through this process. That’s what I would recommend there on that as well. Good luck to you, keep me posted and anyone else that has questions that you want me to answer on an upcoming Ask Scott, just head over to theamazingseller.com/ask and you can do that.
[00:32:35] Scott: Just leave your first name and a brief question and I’ll do my best to get that answered on an upcoming show. If you just want to send me just an update there and we can air that on the show too, you can do that. You can do that there as well. Just leave your name and a brief, maybe a three minute at the most. I think that’s all you can record on SpeakPipe, maybe five minutes and just let me know an update on what’s been going on or maybe you have a discovery of something that has worked or hasn’t worked, let us know that as well and I would love to air some of that or some of them on the upcoming or an upcoming podcast.
That’s pretty much going to wrap up this episode. I’ll remind you again about the show notes and the transcripts. You can find them by heading over to theamazingseller.com/250, that’s episode 250 so again that’s theamazingseller.com/250. Any links or transcripts or show notes, all of that will be there for you on that page.
That’s pretty much going to wrap it up on this episode guys. You guys know I love doing these so keep them coming and just keep taking action, keep moving. It’s all about movement, once we stop well then we can’t expect to get any results right because we stopped. You got to keep moving, got to keep moving, you got to keep doing what I always say to do and that is taking action.
That’s it guys, that’s going to wrap it up. Remember I’m here for you, I believe in you and I’m rooting for you but you have to, you have to… Come on say it with me, say it loud, say it proud, I just said it here, “Take action.” Have an awesome amazing day and I’ll see you right back here on the next episode.
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