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Marketing Lessons I Learned in Chicago this Week...


I was in the fine city of Chicago this week to speak at a marketing conference. And I learned some interesting things:

1 - Traffic in Chicago is much worse than the allegedly bad traffic in Atlanta where I live. We left the hotel downtown at 3 p.m. and were parked on the "highway" a few minutes later.

The Lesson Learned:

I am thankful - as I know many of you are - that I don't have to leave home and fight through this terrible traffic on a daily basis. Life's too short to
suffer like this regularly. The stress level of doing this would take years off my life.

2 - Despite the traffic, I arrived at the airport early enough to rebook my ticket (by paying the $25 fee) on a flight leaving 90 minutes earlier than my original schedule. That was the good news.

The bad news turned out to be that this flight would leave 45 minutes late so I didn't gain very much for my $25.

Obviously, I can afford the $25, but that's not the point.

The Lesson Learned:

It's not about the money. It's about the perception of value received for the money. When I made the deal with the airline to book the earlier flight, I did so with the specific understanding that I was investing $25 to buy 90 minutes.

But, I ended up only getting 1/2 that time - 45 minutes. So, I felt like I'd gotten screwed in the deal.

People - like us and our customers - invest money with us based on the perception of the value they'll receive in exchange. If you don't deliver on your promise, then the customer is not going to be happy with the deal.

If you deliver more, the customer should be ecstatic. That's why you'll usually find extra - unadvertised - bonuses when you purchase my products.

It doesn't matter that I probably would have spent the $25 to get the 45 minutes anyway - that's not the deal I bought.

3 - When I booked my hotel reservation, the website promoted the fine history of the property. When I was standing in the lobby, they had an interesting wall display listing the famous people and many presidents who had stayed there years ago. And they specifically mentioned how they had upgraded the hotel with the latest in electrical, plumbing, etc.

I'm not sure how long ago someone wrote this fiction, but it must be at least 30 years ago - maybe longer. Perhaps the reference to Diamond Jim Brady should have clued me in.

I won't bore you with the sordid details about the sagging mattress and matted down carpet, but it was depressing to enter my room. Especially when I opened the curtains so I could look 15 feet across the air shaft at other rooms.

The Lesson Learned:

Next time I'm booking a reservation in a "historical" hotel, I need to be certain to ask if they've stayed true to their history or entered the new millennium.

Of course, for $39 a night, I might have expected something like I got. But, when I'm paying $120 for the discounted conference special rate, I'm not seeing the value in the deal.

For many products and services - like hotel rooms - we have an understanding of what we think we should get for the money we spend. It doesn't matter whether our preconceived notion is correct - we've got it in our heads already.

As marketers, we have to deal with the public that has these preconceived ideas. When we're not going to fit with them (like charging way too much for a crummy room), we should be fair and make that clear. But we'll obviously want to do this in a fashion that will show why this is a still a fair, if not great, value proposition.

4 - But this story gets even more interesting...

I was chatting with Paul Hartunian (the PR expert who once sold the Brooklyn Bridge - legitimately) and mentioned that I was not happy with my room. He remarked that other people had also voiced similar opinions, but he loved his room.

Turns out he had asked the hotel about upgrade options and, for $20 more, you could get a completely updated room with a wonderful view of the city and Lake Michigan.

Of course, no one volunteers this when you call to make reservations. And it's not mentioned at all on their website.

But I'll bet the people that work in this hotel are wondering why more people don't choose the upgrade option.

The Lesson Learned:

Don't hide your light under a bushel basket!

Think about this...the hotel could have turned many unhappy people into raving fans simply by mentioning the $20 option. Plus, they could have been grabbing an extra $20 a night from dozens of people for doing absolutely nothing.

Sure, we're sitting here in judgment thinking how stupid this is. But...unfortunately, we occasionally make the same kind of silly mistakes and don't make the really fine benefits of our product or service crystal clear.

To sum up:

1 - Don't play in traffic. It's hazardous to your health.

2 - Explain the value in your offers and deliver what you promise (preferably more).

3 - Don't hide your best benefits and offers. Put them right out front so your prospects will become happy customers.

Yours in success,

Shawn Casey

P.S. If you missed the incredible Jeff Paul teleseminar this week - or just want to review it and take some more notes (Jeff talks fast and delivers a lot of info), you can hear the recorded version here:

http://www.ShawnsNews.net/JeffPaulRecording.html

(Scroll down a little when you get there)

Internet Millionaire Shawn Casey's "Mining Gold On the Internet" is one of the best selling Internet books with over 85,000 copies sold. In "Mining Gold", Shawn reveals the same step-by-step strategies he uses to create millions in Internet sales => http://www.ipcgold.com/ad/100/CD3839  Benefit from Shawn's 7 years of Internet experience and learn from someone who has actually made millions online.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. February / 28 / 2021

What is programmatic advertising and how does it work? - Journal Times
What is programmatic advertising and how does it work?  Journal Times

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

What's Next Following Enactment of Maryland's Advertising Tax? - Ad Law Access
What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

Facebook's New Campaign Defends Targeted Advertising Business - Bloomberg
Facebook's New Campaign Defends Targeted Advertising Business  Bloomberg

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Huskers take home 12 Nebraska advertising awards - Nebraska Today
Huskers take home 12 Nebraska advertising awards  Nebraska Today

Daily News wins numerous honors in editorial, advertising contests - Bowling Green Daily News
Daily News wins numerous honors in editorial, advertising contests  Bowling Green Daily News

Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript - Motley Fool
Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies - Yahoo Finance
Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies  Yahoo Finance

Dissecting Daft Punk's influence on advertising 'Around the World': Opinion - AdAge.com
Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

Waze veers off course for advertisers - Business Insider
Waze veers off course for advertisers  Business Insider

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Lamar Advertising profits down sharply, but 'a strong fourth quarter' helped a bit - The Advocate
Lamar Advertising profits down sharply, but 'a strong fourth quarter' helped a bit  The Advocate

Facebook Ad Campaign Promotes Personalized Advertising - The Wall Street Journal
Facebook Ad Campaign Promotes Personalized Advertising  The Wall Street Journal

J. Scott Franks, charismatic advertising executive, dies at 68 - The Philadelphia Inquirer
J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

'Orange Corn' company is showcased in GoDaddy advertising campaign - WISHTV.com
'Orange Corn' company is showcased in GoDaddy advertising campaign  WISHTV.com

Merrick Pet Care launches largest advertising campaign in 30 years - KAMR - MyHighPlains.com
Merrick Pet Care launches largest advertising campaign in 30 years  KAMR - MyHighPlains.com

MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace - MarTech Series
MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace  MarTech Series

Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent - GlobeNewswire
Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent  GlobeNewswire

Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce - Forbes
Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

The 6th Wave of Advertising Technology: Privacy - AdExchanger
The 6th Wave of Advertising Technology: Privacy  AdExchanger

Advertising Sales Representative (Brookings) | Other Jobs - The Chief News
Advertising Sales Representative (Brookings) | Other Jobs  The Chief News

Lamar Advertising Co. Q4 adjusted earnings Beat Estimates - Nasdaq
Lamar Advertising Co. Q4 adjusted earnings Beat Estimates  Nasdaq

VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million - The Wall Street Journal
VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

Is digital advertising really paying its due? - Campaign US
Is digital advertising really paying its due?  Campaign US

Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal - Boston Business Journal
Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal  Boston Business Journal

JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising - Business Insider
JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021 - MediaPost Communications
COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021  MediaPost Communications

Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results  GlobeNewswire

Facebook versus News: Advertising is the real problem - The Conversation AU
Facebook versus News: Advertising is the real problem  The Conversation AU

Amazon and Advertising: Watch out Facebook (and Amazon's sellers) - CEOWORLD magazine
Amazon and Advertising: Watch out Facebook (and Amazon's sellers)  CEOWORLD magazine

Are you utilizing YouTube to advertise your business? - KARK
Are you utilizing YouTube to advertise your business?  KARK

BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report) - Tubefilter
BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report)  Tubefilter

Digital Display Advertising Market 2021 Global Insights and Business Scenario – SocialHi5, ReportGarden, Digital Business Development Ltd, Lead to Conversion, SevenAtoms Inc, Path Interactive – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Display Advertising Market 2021 Global Insights and Business Scenario – SocialHi5, ReportGarden, Digital Business Development Ltd, Lead to Conversion, SevenAtoms Inc, Path Interactive – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Jordyn Reese promoted to Global Head of Advertising at ONErpm - Music Business Worldwide
Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

Fluent Expected to Ride the Digital Advertising Wave This Year - Yahoo Finance
Fluent Expected to Ride the Digital Advertising Wave This Year  Yahoo Finance

Advertising on Social Media Regulation: Comments from an FTC Official - JD Supra
Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

How I Made It: Michelle Morgan Talks Career Advice & More - Seventeen.com
How I Made It: Michelle Morgan Talks Career Advice & More  Seventeen.com

Mobile Advertising Platform Market Analysis, Growth, Vendors, Shares, Size, Trends, Challenges with Forecast to 2025 – The Bisouv Network - The Bisouv Network
Mobile Advertising Platform Market Analysis, Growth, Vendors, Shares, Size, Trends, Challenges with Forecast to 2025 – The Bisouv Network  The Bisouv Network

The Time for Diversity in Advertising Is Now - Entrepreneur
The Time for Diversity in Advertising Is Now  Entrepreneur

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

EDPS opinion puts targeted advertising in crosshairs | Article - Compliance Week
EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

This Mentorship Program Wants to Help Women of Color Succeed in Advertising - Adweek
This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE) - Variety
Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE)  Variety

Lamar Advertising Earnings Preview - Yahoo Finance
Lamar Advertising Earnings Preview  Yahoo Finance

Animal Welfare Institute takes on Boar’s Head over advertising claims - New Food
Animal Welfare Institute takes on Boar’s Head over advertising claims  New Food

Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders - Motley Fool
Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders  Motley Fool

Airbnb Announces Major Global Advertising Campaign to Tout Hosting - Skift
Airbnb Announces Major Global Advertising Campaign to Tout Hosting  Skift

InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World - MarTech Series
InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

Online Display Advertising Market is Booming in Upcoming Year | AdRoll, Sizmek, Celtra, Marin Software – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Display Advertising Market is Booming in Upcoming Year | AdRoll, Sizmek, Celtra, Marin Software – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Verizon, AT&T bicker over 'best network' advertising claims - Light Reading
Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

How brands and publishers can partner on data strategies in the privacy-first digital world - AdAge.com
How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Cigarette advertising could bring in big dollars, but it crosses a line. - Monterey County Weekly
Cigarette advertising could bring in big dollars, but it crosses a line.  Monterey County Weekly

Lamar Advertising Company Announces Cash Dividend on Common Stock - GlobeNewswire
Lamar Advertising Company Announces Cash Dividend on Common Stock  GlobeNewswire

Karren Brady gives career advice from advertising your business to work woes - The Sun
Karren Brady gives career advice from advertising your business to work woes  The Sun

REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT - Press of Atlantic City
REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

Bitcoin vs big tech: the death of advertising? - CoinGeek
Bitcoin vs big tech: the death of advertising?  CoinGeek

Cross-Channel Performance Advertising Platform Market 2020 Comprehensive Analysis, Future Estimations, Growth Drivers and Forecast to 2027 – The Bisouv Network - The Bisouv Network
Cross-Channel Performance Advertising Platform Market 2020 Comprehensive Analysis, Future Estimations, Growth Drivers and Forecast to 2027 – The Bisouv Network  The Bisouv Network

2021 Amazon Advertising Guide for Sellers - Jungle Scout
2021 Amazon Advertising Guide for Sellers  Jungle Scout

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

2021 Insights into the Global Internet Advertising Market by MRS – The Bisouv Network - The Bisouv Network
2021 Insights into the Global Internet Advertising Market by MRS – The Bisouv Network  The Bisouv Network

Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV - BeetTV
Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV  BeetTV

Comprehensive report on Internet Video Advertising Market 2021 size growth demand opportunities forecast to 2027 with Alphabet, Facebook, Yahoo, Microsoft, Tencent, Twitter, Alibaba, Baidu – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Comprehensive report on Internet Video Advertising Market 2021 size growth demand opportunities forecast to 2027 with Alphabet, Facebook, Yahoo, Microsoft, Tencent, Twitter, Alibaba, Baidu – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Binge-Viewers Hate Commercials, So Big Advertisers Start Shows of Their Own - Variety
Binge-Viewers Hate Commercials, So Big Advertisers Start Shows of Their Own  Variety

What advertising's biggest industry events will look like in 2021 - AdAge.com
What advertising's biggest industry events will look like in 2021  AdAge.com

Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One - MarTech Series
Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One  MarTech Series

Gazing Into the Foggy Future of Alcohol Advertising on TikTok - VinePair
Gazing Into the Foggy Future of Alcohol Advertising on TikTok  VinePair

Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind - GlobeNewswire
Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  GlobeNewswire

Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021 - Tax Foundation
Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

Nonprofits Using More Direct Mail Advertising During Pandemic - KTVN
Nonprofits Using More Direct Mail Advertising During Pandemic  KTVN

We're Hiring! Advertising Sales Account Executive Full and Part-Time - St. Louis Jewish Light
We're Hiring! Advertising Sales Account Executive Full and Part-Time  St. Louis Jewish Light

With Veto Override, Maryland Becomes First U.S. State to Enact Digital Advertising Tax - Sidley Austin LLP
With Veto Override, Maryland Becomes First U.S. State to Enact Digital Advertising Tax  Sidley Austin LLP

Beware the Banner Ad - The New Maryland Tax on Digital Advertising - Lexology
Beware the Banner Ad - The New Maryland Tax on Digital Advertising  Lexology

Global Pay-per-click (PPC) Advertising Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Pay-per-click (PPC) Advertising Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Digital vs. Linear Advertising: Bridging Two Worlds Together - Radio & Television Business Report
Digital vs. Linear Advertising: Bridging Two Worlds Together  Radio & Television Business Report

Aerial Advertising Market 2021 Overview, Trends, Size, Growth and 2028 Future Insights – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Aerial Advertising Market 2021 Overview, Trends, Size, Growth and 2028 Future Insights – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference - Yahoo Finance
Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  Yahoo Finance

Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses - MarTech Series
Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses  MarTech Series

Australia won't advertise COVID-19 vaccine on Facebook but vows publicity - Reuters
Australia won't advertise COVID-19 vaccine on Facebook but vows publicity  Reuters

Commerce Canal Launches Advertising Services Leveraging the Spotify Audience Network - PR Web
Commerce Canal Launches Advertising Services Leveraging the Spotify Audience Network  PR Web

MOBE Presents Women Execs in Advertising Week Series to Kick off Women 's History Month - Eurweb.com
MOBE Presents Women Execs in Advertising Week Series to Kick off Women 's History Month  Eurweb.com

Explosive Growth of Programmatic Advertising Display Market with Vigorous Business Development 2026 | AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Explosive Growth of Programmatic Advertising Display Market with Vigorous Business Development 2026 | AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Medical Advertising Hall of Fame updates mission to drive industry DE&I - News - MM&M - Medical Marketing and Media - Medical Marketing and Media
Medical Advertising Hall of Fame updates mission to drive industry DE&I - News - MM&M - Medical Marketing and Media  Medical Marketing and Media

2021 Advertising Bonus, March 1 to 31 Application: Updated Form and Instructions - Nintendo-Power
2021 Advertising Bonus, March 1 to 31 Application: Updated Form and Instructions  Nintendo-Power

Amazon Advertising Experts Introduce Free Consultation Call for Amazon Sellers - StreetInsider.com
Amazon Advertising Experts Introduce Free Consultation Call for Amazon Sellers  StreetInsider.com

Framingham Police Advertising For Lateral Transfers - framinghamsource.com
Framingham Police Advertising For Lateral Transfers  framinghamsource.com

Global Augmented Reality for Advertising Market is Thriving According to New Report: Opportunities Rise For Stakeholders by 2026 – The Bisouv Network - The Bisouv Network
Global Augmented Reality for Advertising Market is Thriving According to New Report: Opportunities Rise For Stakeholders by 2026 – The Bisouv Network  The Bisouv Network

Alphabet revenue up 23% as core advertising business shows strong growth - CNBC
Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows - AdAge.com
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost? - Bloomberg
Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

Google's Q4 Ad Rev Soars As Advertisers Return - AdExchanger
Google's Q4 Ad Rev Soars As Advertisers Return  AdExchanger

Here are the biggest Super Bowl advertisers of the last 11 years - CNBC
Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

Polish media suspend reporting to protest planned tax on advertising - POLITICO.eu
Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

✋ Facebook lied to advertisers - The Hustle
✋ Facebook lied to advertisers  The Hustle

10 Super Bowl spots from advertisers that don’t exist anymore - CNBC
10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January - FiercePharma
AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January  FiercePharma

Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times
Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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