Many writers including bloggers, book authors, web site owners, and product creators make reading their articles and copy difficult. Of course, they don’t try to test the patience of their readers – they just don’t know better. They don’t realize what it takes to make great readable narrative online!
I’d like to cover a few things that can be done in writing for the Internet to make your presented material easier to read, easier to understand, and a more pleasant experience.
You can use what follows as a sort of check list to make sure you are providing your audience with the best possible experience.
The backbone of your article will be it’s structure.
- Keep each paragraph to a single main thought or point. Yes, you can do some elaboration, fine tuning, and support of that idea; but don’t try to stuff multiple ideas into a single paragraph.
- Be consistent when you abbreviate, add section headers, use proper names, underline, italicize, or bold text.
- Make full use of an outline format with titles, headings, subheadings, ordered and unordered lists, consistent indentation, etc.
- Be sure to leave plenty of “white space” top, bottom, left and right. Start new chapters and sections on a new page. There are few things that make reading more difficult than crammed together text and tiny margins.
- Order your written support elements as follows: most important point —-> least important point.
- Include an introduction and a summary conclusion with each main section (chapter).
The next area you should be concerned about after structure is the language that you “speak” in.
- Always use a tone that will not be offensive to your audience. Except in rare circumstances, you should avoid swearing, religious and racial slurs, offensive nicknames, industry jargon (unless the material is directed only to that industry), and slang or derogatory terms.
- Avoid too many repetitive sentence structures. Vary the way you write so the reader doesn’t tire of your writing.
- Be concise and straightforward. Make your case with points that don’t wander or are off topic. If a paragraph has five sentences and you can say the same thing with three sentences – do it!
- Be consistent with your verb tenses. I know it’s difficult, especially if you don’t have formal training in English grammar. If you begin by speaking in the present tense just be careful you don’t switch back and forth to the past tense – it’s very annoying.
- Many writers get caught in the trap of wandering in their narrative. With every point you make (every new paragraph) you should ask yourself if this thought adds to or distracts from the overall case you’re trying to make. If it isn’t relevant, don’t include it. If it doesn’t support or add to the main thought, get rid of it.
The third area that will make your articles an easier read is the presentation or display of the words on the page.
- Choose your main narrative type face font and size carefully. Some fonts are notoriously difficult to read. Be sure to be consistent through the article or blog post. Some favorite fonts are Arial, Tahoma, New Century Roman, Helvetica, Georgia, and Verdana. I like font sizes 11 and 12 (pt) for most applications.
- It’s quite all right to vary the font face (style) and size in your headings and subheadings, but again, be consistent with each level in your framework (outline). If you’re using a sans serif font for your narrative body type, try a serif font for your headings and vice versa.
- When formatting your page (and this was already mentioned once above), be sure to purposefully incorporate lots of white space on every page. In physical publishing this is more difficult as it increases the amount of pages that have to be printed. However, in digital publishing there really is no good reason why you shouldn’t design your presentation with generous blank areas on each page.
- The use of limited color can be a good thing. Just don’t overdo it. Headings and highlights can be colored for emphasis, but I would limit the use of color (not including color images) to maybe two or three different colors at most. Don’t color the main narrative text – black is always the standard. Black text on a white background is as good as it gets for reading ease and contrast.
- For longer articles and reports, I would suggest employing a table of contents with linked navigation. It’s easy to do (and can be done automatically with “styles” once you learn how to use your word processor.
Use a consistent “voice” or persona in your writing – and let your personality and openness shine!
- Don’t be afraid to speak with your readers like you would speak with a friend in all the writing you do. They will come to recognize your style and “voice” and see you as a unique personality and friend.
- Don’t fret over perfect sentence and paragraph rules … it’s much more important to get your points across in a way that shows you are a genuine caring person.
- Don’t forget that prospects usually make purchases from those that they know, like, and trust. It’s through your writing that your audience will come to know you and appreciate your style. In fact, many will look forward to hearing from you because you write in a uniquely human way.
- Readability is often linked to the interest of the reader in the subject matter. Your audience will find your writing very readable if it is interesting and relevant to what they are looking for. If the topic of your writing is boring, not relevant, or too technical, most readers will have a difficult time staying attentive and “tuned in.”
Every step you take to make your writing more readable will be appreciated by your audience and it will encourage them to stay longer on your site. If a new prospect that doesn’t know you is seeing your writing for the first time … he/she will want more because your writing will be extraordinary when compared to most of the boring and valueless rehashed dribble that is online today!
There are other things you can do to make your articles and posts easier to read. We will talk about some of those in another discussion.
To your online business success!
What to Do if Folks Just Don’t Respond
One of the most frustrating aspects of web business is trying to figure out problems to customer response rates on your web site. Why are my customers getting lost online? Why are they not responding to my ads? Why are my offers being ignored?
The challenge of this puzzle is figuring out what parts of the web site need to be fixed.
Is it the offer itself? Are my navigation signals unclear? Is my offering price too high? Is my offer language boring or uninspiring? Is there a problem with my ordering system?
You see, it seems that there are an endless number of little variables that could be hindering sales at the web site. Often, trying to figure out where the roadblocks are is a difficult and frustrating exercise.
If you are not getting the kind of customer web site response you think you should have, there are a number of starting points that you should consider in order to get to the root of the problem.
First, know your web site. Be aware of the traffic patterns of your online visitors. You can track where the clicks on your site are happening. You may find that your navigation is confusing – a real problem. Confused visitors are frustrated visitors who are not in the mood to buy anything. If your customer is confused about your web site, she might believe that your products will be confusing as well.
Lead your customer by the hand into taking the action that you want. Tell them or show them where you want them to go next. The “call to action” is one of the most important parts of your visitor ordering system. There should be no doubt about the progression of your intended path through the sale.
Make buying easy. If you have a long sales page, strategically place “buy now” buttons throughout the text. Sometimes the customer is ready to buy early on, sometimes mid-way through the offer, and often, not until the very end. Most of your clicks to purchase will come from the first and last opportunity, but your intermediate buttons will also get clicks. The point is, you want the customer to be able to pull the trigger when he is ready, regardless of where he is on the sales page. If he has to wait until the very end of the dialogue, there is a good chance the sale may be lost.
Be dramatic and bold with your buttons. Don’t leave any doubt as to how to respond to your offer or your direction to a resource or link. Don’t hide these jumping off points in ordinary text or tiny graphics. Leave no doubt about where the prospect needs to click to get somewhere.
Many web businesses don’t take the opportunity to follow up on a customer action with an email. Whether it’s a “thank you” email for subscribing to a mailing list or a “this is what to do next” follow up to a download, you need to take every opportunity to maintain and enhance your contact with the customer or prospect. So many businesses fail in this regard. Customers will notice your concern if you always follow up on their actions. This practice alone will set you apart from 95% of the competition. Yes, it’s a little more work to do this, but the results will be more than worth the extra effort.
Remember to offer options. Maybe your customers aren’t buying because they would like to try something out before committing to high price tag. Can you give them a two-week trial offer as an alternative to the full price offer? Can you give them a price point that’s significantly less than the regular price for a “lite” version? Sure, you want to try to get full price for a sale – but getting something is always preferable to getting nothing. And if the customer is pleased with his initial purchase, it will be that much easier getting her to come back to order the full version and even more!
Always test, test, test. It is really surprising what a little testing will do. Sometimes simply changing a color, a button placement, a new headline, or a little added text will mean a 100% increase in a response rate. It’s true! The only way you’re going to know what little tweaks will help your conversion is to test one thing against another and track results. Of course you know that there is a proper and a wrong way to test variables. That lesson is for another day . . . but just remember . . . testing and tracking will often turn money losing offers into money winning offers. Likewise, good results can be tweaked into becoming outstanding results.
Don’t be afraid to up-sell or cross-sell once a customer has pulled the trigger. Don’t be shy about taking advantage of the immediate time following a web site sale. To simply tell the customer “thank you” and leave him on a dead end page is to lose the opportunity to make additional money. The best strategy is to offer a very related product, a longer term, a deluxe version of what was just purchased, a greater supply of the product, a customer discount to an affiliated service, or membership in a “club” or user group.
One good way to jump into the customer’s shoes is to actually ask the customer for feedback on varying aspects of his web or buying experience. Ask if she has questions about a product or service. Ask if the price was the reason a prospect didn’t buy. Ask if any of your instructions were unclear or hard to understand. Feedback on why a prospect didn’t buy is invaluable because the chances are very high that other folks are feeling the same way.
Have a path to follow for those that say “no.” In other words, if a prospect is not ready to pull the trigger with your call to action on this visit, you should have an alternative path for him to get something else from you. Don’t let the customer leave empty-handed. Surely there is some kind of value that you can give the non-buyers for stopping by your shop. It could be a free download of “tips” in your niche, it could be a trial offer of a product, or it might simply be direction to a related resource. Whatever you decide, make sure the customer feels that her visit was worth the time and effort. You want the prospect to have a reason to come by again.
The internet is a great place to scan, but often a lousy place to read long copy. Given the choice, most people would rather read a physical book than sit at the computer screen and scroll through an online book. Think about it – when you come to a computer screen with lots of text, what do you do? Don’t you tend to do a quick scan to see if there are headings or bullet points or underlined text so that you can get the jist of what’s going on without having to suffer through reading everything? Most folks are that way, by far! I’m suggesting you cater your delivery of information to the style of the reader. Offer summaries, headings, bullet lists, shortened text, etc.
Here’s my last point for this installment: keep everything simple and brief. Don’t force the customer to do too much. Remember “easy,” “short,” “simple,” “summary,” “brief,” etc. When you ask for information, keep it to a minimum. When you give directions, make it simple. When you ask for a sale, make it happen in one click. When you want a question answered, give one to three options and ask which they would prefer. Remember what we said earlier: when a customer is confused or frustrated, he is not in a buying mood.
I hope you’ll remember some of these suggestions so that solving the non-response puzzle will be easier and faster for you than ever before. Often, you will find what the problem is sooner than later and you won’t have to scrap your whole project idea or offer because it’s not converting.
To you online business success,
PLR Sales and Uses – Pros and Cons
Like many of my fellow Internet marketers, there was a time when I was very enamored with the thought of owning and operating a large PLR vending business. It seemed like a great way to make money.
Other people did the work of creating products (mostly ebooks, audios, and videos) and all I had to do was gather them up, feature them on a large “catalog” type e-commerce site, and sell them to a hungry crowd of business owners looking for content.
Or so I thought …
I purchased my share of digital resale rights products, licensed to sell products, and private label rights products; and to this day, most sit on my hard drive collecting pixel dust because I never did get around to using them. In addition, a large percentage of these products that I purchased proved to fall way short of the desired level of content quality that I wanted.
There are some notable exceptions, mind you, but that is a discussion for another day.
Still, I love the PLR model of selling digital information. Think about how perfect it is . . .
- You don’t have to create products
- You don’t have to make graphics (typically)
- You don’t have to write a lengthy sales letter (sometimes)
- You don’t have to identify a hungry market (usually)
- Everything is basically done for you … all that’s left is for you to do the selling of the product
- It’s easy to come up with many related products if you want to “bundle” several together
- You can set your own price point and you can claim incredible “total value”
I didn’t really think much about the negatives of this PLR business model … but I learned over time that there are several big ones which are substantial drawbacks to using PLR.
I’m getting ahead of myself, though. Let me explain …
In case you don’t know, “PLR” stands for Private Label Rights. It is a phrase that has come to be quite popular among Internet marketers.
The idea is simple. Someone else (not you) creates a digital product, for example, an ebook. The product could also be a video, an audio recording, a set of images, or just about anything else that is delivered digitally online.
The creator then sells that product for whatever he chooses, not once, but over and over again to PLR buyers. The purchaser gets a “license” to turn that product into his/her own (private label) product(s) and sell or use it however he chooses.
The buyer of the product is sold a “non-exclusive right” to basically do whatever he wants with the product. He can sell it “as is”, modify it, split it up into parts, add his own name as the author, change the title, add his own affiliate links, pretty much do whatever he wants with the original product. Usually the creator will spell out the license rights in a separate document that is sent to the buyer along with the “source” copy the product itself.
Resale or resell rights (people use these terms interchangeably) is a similar concept except that you can’t usually change or modify the product – you agree to sell it “as is.” Everything remains in the “label” of the product creator. Thus PLR is a more flexible solution – you can make it your own private label (some call it “white label”) and differentiate the product from everyone else’s version.
It is a novel idea and one that appeals to a lot of folks simply because it gives them something to sell without having to go through the effort and time of creating the product themselves.
Product creators do well (usually) with a top quality product. Imagine creating an ebook over the course of a week’s time, then selling the license to use it (PLR) to 250 buyers.
If the product sells for $19, that gives the creator a nice payday of $4,750 (less expenses of course).
Some smart marketers have learned that they don’t even need to do the labor of writing the ebook themselves since it can be outsourced to a ghost writer for a few hundred dollars.
So, why didn’t I follow through with implementing this business model?
I learned (over time) that there are some major disadvantages to PLR products:
- Once sold, you can’t control the distribution or sales price of the product – which means it typically gets devalued almost immediately. Why? Because everyone selling the same product tries to undercut all the other sellers in order to make a sale. What you sold for $19, you will now see selling online for $17, or $15, $11.95, $9.97, $5.97, $2 or even being given away without cost. The point is, you have no control of the future value of your creation. Often a PLR seller will state in the product license something to the effect that “In order to maintain the value of your purchase, please do not sell this product for less than $14.95.” That’s what the creator hopes … but in reality … he can not police or force the issue once the product has been sent to a purchaser.
- Almost no one modifies the product. Most PLR sellers are only interested in adding the product to their ebook line-up as quickly as possible. Very few, in my experience, like to rework PLR ebooks or other products (even though that’s really what they are meant for and it’s the best way to make money with them.)
- Digital products have a typically short shelf life. That is something I learned quickly online. New products are surfacing all the time and PLR creations don’t seem to have a very long life in most niches. That means you must get them “live” and selling fast as they will be flooding the market very soon. There are some exceptions of course when the PLR creator purposefully designs the product to be “evergreen” (timeless) and it has not been sold extensively. Some PLR creators will only release a limited number of copies of a product in order to keep the value high. Others sell PLR with a high price tag which can also have the effect of limiting the number of copies of the product in the marketplace. If you join the mailing list of someone specializing in creating PLR products you will probably notice that the creator releases one product after another after another in order to keep the cash flowing in.
- Everyone is competing selling the same thing. Remember, very few sellers will modify a PLR work – not even to change the title and add a new e-cover. Since there are so many competing sellers, the price drops and drops and drops. Soon you will see folks giving the PLR product away freely (or as a bonus for another product.)
- Finally (and this is the biggest disadvantage I have seen with PLR creations), the majority of the PLR products I have seen are poorly researched, hastily written, and without unique and cutting edge information! Sure, there are some great products coming out every once in a while, but for the most part, the industry is full of re-hashed, copied, or already available material. I have seen PLR products that are nothing more than a compilation of other PLR products – PLR from PLR! Is that what you want from a PLR product?
It’s typical that a buyer will not get to read the copy of the product until after making a purchase … so you can’t determine before hand what is good and what is useless dribble. Sometimes a seller will reveal the table of contents or a single chapter as an example of the work. What I have learned to do is to keep track of the PLR creators that produce top quality work – usually they will produce that same quality again and again.
It is a lucrative business to create products, devise a motivating sales pitch, maybe add a bonus report or two, and a copy of the license, then sell the PLR rights very quickly without further commitment for follow-up, customer service, etc. Some PLR creators have a number of affiliates on board who are waiting to promote whatever the creator releases. Then it’s on to the next PLR product.
But this lucrative business has led to a lot of outsourcing of authorship to people who don’t even have command of the English language and certainly aren’t experts in the niche they are writing about. It usually shows in their writing.
Let me ask you … who is going to review the content in these PLR books – both in terms of the grammar and language, but also for sound and usable advice in the niche? Who is going to assure that only quality niche content is published? No one. Compounding the problem is the fact that even though a PLR creator advertises the product as “top quality” it is a very subjective thing – judging the quality of a written work with regard for both grammar and content – and in my experience (I was an English minor in college) many folks really don’t have a good sense of what is quality writing and content and what is not!
I believe that most PLR buyers and Internet marketers that take action with their purchase immediately try to market their PLR products without even reading the content first before they offer it to others for sale. Remember, speed to the marketplace is often an important selling advantage.
So, junk content flies under the radar while sellers and their affiliates push this garbage on to their customers without a clue about how good or bad the content may be.
Here are my “take-aways” if you want to get into the PLR game:
- Only buy top quality PLR products if you possibly can. It comes with experience and knowing who the best PLR creators are at any given time and in specific markets.
- Look for “evergreen” products – those whose information will stay current for a long time to come.
- It’s best if the number of licenses available is controlled and small. If you’re 1 of 25 – 50 others that can sell a product, that would be great. Since many buyers won’t do anything serious with their product, you may actually be competing against only 10 or fewer other sellers.
- Don’t delay in getting your product to market – being the first to offer it is sometimes a real advantage.
- By all means, modify the product, especially the title, chapter headings, introduction and summary, and cover graphic so that it looks unique and no one will be competing with your branding of it. It’s a good idea to modify the chapter order (if it doesn’t hurt the “flow” of the book), the transitions from section to section, and add at least some original content. Add your own graphics and formatting style if you can.
- Think of a way to target your product to a specific crowd, a subset of the overall market. If, for instance, you have a product about how to get traffic to a web site, put a twist on the product and make it specific to a subset of the larger universe … like how to get traffic to a real estate agent’s site. You will lose all or most of your competition that way, those in the target audience will feel that the product was designed specifically for “me,” and you will then be able to easily “repurpose” the material for other specific market audiences as well.
- Combine a number of similar or related PLR products into a bundle or into a larger composite product. All the original products will lose their identity and you will come away with a more comprehensive and valuable “bang for the buck” single offering.
I will tell you that there are a few marketers that make a very good living selling PLR products. But there is a much greater pool of sellers that can’t figure out why their PLR site doesn’t do a good business. Often, the best PLR sellers have a subscriber list of PLR buyers just waiting for the next product release.
If you stick to the suggestions I have given you, and try to avoid the disadvantages we spoke of, you may be able to make a nice living with PLR – either as a creator, a PLR marketer, or both. Some product creators make good money selling their own creation for awhile then they release it later to the marketers and business owners as a licensed PLR “white label” product that can be sold by a niche business.
If the idea of PLR or content licensing appeals to you in your business, be sure to keep in mind that you are in control and it is up to you to understand and maintain the quality and type of content that your business releases! Junk products will brand your business in a very negative light!
To your online business success!
Unlimited Content for Your Web Site
Anyone can have a content rich web site. Using the excuse that you are not an expert in the niche is … well … just that – an excuse.
Get creative. Think outside the box.
Don’t limit your thinking about content to mean self-authored or paid ghost writing articles.
Remember that content serves a number of purposes. Original content is great, especially for search engine bait and establishing authority, but don’t discount the impact non-original content can have on your site visitors. I’m not suggesting copyright infringement, plagiarism, stealing or anything else like that.
I think Google, Yahoo, Bing, your prospects, and your return customers expect to see a mix of original content and non-original relevant content on sites of authority. Why?
The largest, most visited, and often most trusted niche sites on the Internet are often positioned as “portals” or gateways into the niche. They contain a wide variety of content – the answers to questions and information needs aggregated into one place. You’ve heard the term “one stop shop” no doubt. It applies to info sites just like it applies to shopping outlets.
I submit to you that any niche site can become an online portal. The important key is to remain laser focused on a very deep and “tight” niche. A golf site is not a good choice because the market is way too broad and already filled with huge competing portals. But if you get creative, you can dig deep down into golf and create a mini-portal for a very specific and “tightly defined” sub-niche.
If you think of your site in terms of becoming a “portal” or “gateway” your mind will begin to suggest tons of sources of content that will elevate your web site in the rankings and endear you to a very specialized market. (Important note: Don’t get caught up in negatively thinking a niche can be too small to support a full time income. Rabid fans in groups of 300 or even less can give you a $3-5K/month income. Really!) Conversion to sales is the name of the game.
Here is a list of 21 sources of content for any niche – I have no doubt there are many others:
- Your own writing – You are or become the expert in the niche and author your own articles, blog posts, reports, white papers, etc. Of course this is best accomplished if you already have experience, training, or education in the field and you can write engaging copy.
- Become a student in the niche – If you have a passion for the topic, being a student and writing about your learning experiences can give you serious content and well as educate you in the field over time.
- Repository of online relevant content – Many portals become like a library of both paid and free content that others create. Of course, permission to share is mandatory.
- Become a researcher – You can create unlimited content for any site by researching topics, writing your findings down and publishing them to the niche. Good researchers can spin their magic in most niches. This is a skill that anyone can learn – but it takes time and some talent at writing that not everyone possesses. Research can be outsourced … and so can copywriting.
- Become an aggregator/curator – Find content both online and offline around planned topics, then gather snippets of content, links, and most importantly … add your own editorial or insight into the mix.
- Interview experts in the field – Could be written, audio, video, Q & A, book or chapter summaries, etc. You might even interview and expert by sending the person a list of topics or questions to be answered.
- Outsource your content to other professionals – Again the content could take the form of video, audio, written word, reports, training guides, etc. The web has seen a plethora of article writing services, ghostwriters, freelance authors, and similar services.
- Find public domain content – This is an absolute goldmine for those willing to spend the time to learn how to tell if a work is in the public domain and then learn where to find these gems. Remember that public domain is not exclusively vintage work – the federal government pumps it out every day and lots of writers contribute to “creative commons.” Public domain content is online everywhere!
- Glossary or dictionary – Every niche seems to have a set of terms and phrases that are spoken/referenced in the niche – “jargon” is often important and relevant. Could such a glossary be compiled and placed on your site? Would that be laser focused content?
- Profiles – Every niche has pros, heroes, stars, pioneers, up-and-comers, established authorities, “gurus,” etc. Ask for a profile, explain the purpose, and put it on your site. Most pros will be glad for the publicity and may already have a press kit waiting for you (with a picture, bio, and other relevant information).
- Put a niche forum on your web site – An active forum, even with a limited membership, can give you lots and lots of relevant content that can become a magnet to your site. Be sure to alert your members that any content contributed by them in the forum is owned by the forum.
- Crowd sourced content – You’ve heard of it before. Entice niche participants to write on topics in the niche in exchange for a link, maybe a pre-set stipend, a bonus, a free product, or anything. Some people just like to see their name in lights and won’t expect any reward.
- Summarize the discussions of others – Join Facebook groups, Yahoo groups, forums, etc and summarize (without using names) the discussions around relevant topics. Often you’ll get links to valuable web sites, recommendations of good books, tips and tricks for niche procedures, etc.
- Editorials on relevant news/controversies – Set up email alerts for certain niche keywords (and tags) in Google then summarize the news and events and add your own “take” or analysis of the situation.
- Interactive elements – Remember content doesn’t have to be merely articles. Set up surveys and polls, chat capability, FAQs, Q&As, ask for feedback on certain topics or articles or news, let subscribers submit suggestions, comments, questions, requests for coverage of particular topics, etc.
- Announcements, events – Keep a section updated on your site for current and future events, gatherings, seminars, book signings, etc. People will be very interested in “happenings” in the niche if you have a rabid audience.
- Spotlight others – This can take many forms. What it entails is giving other businesses, professionals, and even your subscribers a platform for relevant niche information that will become unique content on your web site. The sky’s the limit here for how you choose to shine your light on others (i.e. their products, web sites, biographies, opinions, talents, skills, favorite _______ in the niche – I hope you get the point).
- Article exchange – Can be done with just certain chosen (invited) writers, blog owners, webmasters, etc or it could be open to anyone in the niche. The key is to keep control of overly promotional content and make sure that all the submissions are top quality.
- Art or photo gallery – Stretch the definition of content. Visual content can be a great hook for your web site. Encourage it and provide an easy subscriber friendly solution. Besides graphic images, audio files, videos, and pdf documents are important alternative forms of content.
- Niche product reviews – Pretty self explanatory. When you get good at this, it provides a constant stream of original content in almost any niche. The material can be re-purposed from (or to) product review sites.
- Syndicating and licensing content – Syndicating is powerful even though the content is not always original. What if you found a great niche site that had lots of unique content but very few visitors? It happens all the time. Many webmasters don’t know how to drive traffic. Would syndicating such content be seen as “fresh” and “unique” on your site? Sure, just be careful to get permission to distribute the content to others.
Of course you don’t have to have all 21 of these content suggestions working for you – pick and choose what fits your site goals, your abilities, talents and purposes.
Content is a wide arena when you think of all the possibilities in terms of what would appeal to your site subscribers. Yes, “original” self-authored content is wonderful. Do it! But if you are not a writer, or don’t want to outsource all your content, don’t limit your thinking to the usual “self authored” definition of content.
To your online business success!
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