2 Groups of People that are Killing Blogging and Content Marketing Success Around the World

by Marcus Sheridan

The Competition

We hear lots of talk on the web about “awesome” and “epic” and “unique” content. And although I may deviate in my view of how we should define “awesome content,”  I think we can all agree that most content doesn’t stand out, most blogs fail, and most companies are left wondering where they went wrong and why they never seem to generate more traffic, leads, and sales with their efforts.

If I may cut to the chase, the majority of these companies fail because of two people, or should I say two “groups,” that crush content marketing success each and every day, in every walk of business life.

Who are these groups? Let’s take a look…

The “Big Five”

Most long-time readers of TSL know how I feel about the dire need businesses have to discuss the essential topics/questions all consumers want to know about when it comes to the buying process. These “Big 5” (as I like to call them), when it comes to any product or service, are:

For example, just to make sure everyone understands exactly what I’m talking about here, let me show you a few articles from my swimming pool site that correspond with the Big 5 I’ve just mentioned:

Whether you sell a product or service, consumers are using these 5 subjects to vet you. They want to know how much your stuff costs. They want to know any problems/issues/drawbacks your products or services have. They want to know how you stack up against the competition. They want to know the reviews of any product, service, or manufacturer you’re associated with. And finally, they want to know the “best” your industry has to offer.

content marketing prices

Why do I address the hard subjects? Because they generate traffic, great leads, and more sales…that’s why.

This is just the way it is folks, whether you sell rocket fuel to NASA or after-school tutoring in New York City.

In other words, please don’t think you’re an exception, you’re not.

Every client, business, and reader I’ve ever dealt with applied to all 5 of these subjects.

And because you’re not the exception, you’re left with a choice: Either talk about this stuff or ignore it.

Sadly—and here is the mind-blowing part of this—the overwhelming majority of businesses ignore these subjects, all because of those two groups of people we mentioned earlier.

The Competition and Bad Prospects

Whenever I talk about the need to discuss cost and price information on a company’s website, there is always two main reasons why people resist. Can you guess what they are?

The first, as you might imagine, usually sounds a little like this:

“But our competitors will find out…”

Alas, the competition—the first major cause of blogging and content marketing failure.

The second, if you guessed right, sounds like this:

“But we’ll scare certain people off…”

In other words, the second group that causes content marketing death are those persons that are not a good fit for our company (i.e.—those  we don’t want to work with).

Stop Worrying about the Stupid Competition

Let me ask you a very serious question:

When was the last time your competition paid your bills?

I’m guessing your answer is “never,” correct?

Notwithstanding, instead of worrying about legitimate prospects that are searching the web right now for answers to their critical buying-questions, we ignore them…we tell them to essentially “go away,” all because we don’t want the competition to learn what’s in our mythical “secret sauce.

myth of secret sauce

Considering there ain’t no such thing as secret sauce, maybe it’s time we let ours go.. ;-)

This all means we care more about the competition than those persons that allow us to make payroll on Fridays.

Are you seeing anything wrong with this picture?

The 80% that Ain’t a Good Fit

I get asked often why I list price and cost information for my services here on TSL. I get asked the same question regarding my swimming pool site. My clients also get confronted with this question.

Although there are multiple answers for this, the two main reasons for such a simple decision are as follows:

1. They generate a ton of visitors and leads

2. They filter those visitors (roughly 80%) that are not a good fit for my business.

Why is it that we are so afraid  to readily admit that we (our products and services) are not a good fit for everyone? Fact is, if someone reads cost and price information (or versus, problems, best of , etc.) on your website and is clearly not qualified, why the heck would you want to spend your valuable time helping them when you could be dealing with someone who is in a buying position?

For years I met with pool shoppers that clearly did not have the budget/desire to buy my product. And why did I meet with them? Because I never took the time to properly qualify them until we went through much of the buying process—and  I certainly didn’t teach them well on the front-end through content marketing.

This all meant hundreds of hours a year that were wasted on people that would never be a good fit for my company—all hours that could have at least been spent doing something way more beneficial, like being home with my wife and children.

My case isn’t unique though. Thousands upon thousands of businesses are making the same mistake I was making all those years.

Instead of teaching, informing, and educating qualified prospects, they’re busy worried about two groups of people (the competition and bad prospects) that will never impact their business’ bottom line.

So here is the challenge folks:

1. Never, ever allow thoughts of the competition(what they will do, or find out, or think) to hinder your content marketing approach.

2. Don’t be afraid to lose those prospects that will never be a good fit anyway.

bad prospect
The moment you adhere to these two principles, I’m telling you everything will change. Your content will be better. Search engines will like you more. Qualified prospects will see your expertise and therefore trust you more than ever.

And even better, those silly little numbers called “sales” will likely take a direction you never previously conceived.

Your Turn:

As always, I’d love  to hear your thoughts on this subject. Why do businesses worry more about the competition and bad prospects than they do about their ideal customer? And in your experiences, how has your organization (or one you’ve worked with) overcome these fears?

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{ 50 comments… read them below or add one }

Keith March 26, 2013 at 7:41 am

A few years ago, I took a year of sales training that was all about qualifying the prospect, finding out if he had pain, money and the ability to make the decision to buy. If you could do that, often you wouldn’t even have to present. At the end of 20 minutes of questions he would either be qualified or not. It was tough to break the habit of setting an appointment with anyone who showed interest, presenting features and benefits, and following up, chasing him down for the decision (the regular sales method). My manager was old school and was completly numbers driven (i.e.: How many appointments did you have this week?) I eventually quit and became self employed.
The internet allows the prospects to qualify (and disqualify) themselves. We should give them enough information to do this. Why shouldn’t we help them save us time and money?
Marcus, you’re the greatest. About 3 months ago I sat down and wrote out all the questions my clients ask. I’ve been blogging answers since. It builds instant trust and credibility and more importantly leads clients to contact me.
I loved your most recent podcast about the New York Times.


Marcus Sheridan March 27, 2013 at 4:20 pm

Keith, it’s comments like this one that make everything I do worth it. LOVE it my man, and thanks so much for adding tremendous value to the conversation here. :-)



Jordan J. Caron March 28, 2013 at 12:44 am

We need to share your story Keith! I loved that blog post that Marcus wrote. It’s really common sense when it comes down to it. Prospects are asking those very same questions to Google or Bing.


Keith March 28, 2013 at 7:00 am

I used to sell telephone book advertising. I am amazed by how the way we do sales has changed so much in such a short time.


Ameena Falchetto March 26, 2013 at 7:44 am

Yes, yes, yes Marcus!

Forget the competition! Each and everyone of us are unique. Yes, we may be able to offer a similar service, or even the same product, but how YOU deliver it cannot be replicated. We are all experts of our OWN experience.

All too often it’s a poverty mindset, the idea that there aren’t enough customers to go around which is why people stay guarded about their prices, watch their competition etc … when in reality purchase decisions are largely based on relationship to the sales people/business owners/the brand.

You can’t lead if you are following your competition!

Focusing in on bad prospects and icky clients is just human nature – many tend to focus on the negatives as it speaks to that inner voice. In addition, it’s also goes back to knowing your value and worth – the more you let go of the idea that there aren’t enough clients to go around the easier it is for you to move forward, say NO, let a bad egg go and crush it in your industry.


Rebecca Livermore March 26, 2013 at 9:51 am

Ameena, there is so much in your comment that resonates with me. Like many business owners, I’ve made the mistake of picking up work I shouldn’t, and then I end up regretting it. One of the best things I’ve learned is to be who I am and be fine with who I am not being right for everyone. The worst thing ever is selling to the wrong people!


Marcus Sheridan March 27, 2013 at 4:18 pm

Ameena!!! How are you? :-)

You said some great things here, but I think this one line was the best of all the great thoughts in this thread:

“You can’t lead if you are following your competition!”

Amen to that!

Give John and the little one a hug from the Lion :-)



Eleanor March 26, 2013 at 9:06 am

I’ve seen this over and over.

That said, I also worked for a company that had really complicated pricing structures. It was very hard to figure out how much different types of organizations would pay, and the range of pricing could turn off current clients. (“Why do they only pay ___ when we pay ___?!) But more than that, the pricing schemes changed, and the marketing department didn’t want to be responsible for keeping the pricing information up-to-date online. Which is a problem in itself, no?


Marcus Sheridan March 27, 2013 at 4:15 pm

That’s actually not a problem at all Elenanor. Discussing pricing on a website doesn’t mean we say exactly how much our product or service costs, it just means we’re willing to have the conversation, or at least start it, on the front end. Does that make sense?



Eleanor March 27, 2013 at 4:21 pm

I agree. Wish I’d have made the case more strongly when I was there …


Ryan Hanley March 26, 2013 at 9:30 am


Here’s the deal dude, if you do the things outlined above your business becomes the competition…

…we are no longer the gatekeepers to our expertise and embracing that fact is step one to a fruitful content marketing effort.

Way to be the point of the sword dude.



Marcus Sheridan March 27, 2013 at 4:14 pm

Love that phrase RH–”Gatekeepers to our expertise”

Nice ring to that one man :-)

Thanks again,



Bruce Bates March 26, 2013 at 9:45 am

Its fairly rare I disagree with anything you write, but today is definitely one of those times. Most of everything in this article I could agree with, except for one little statement.

“In other words, please don’t think you’re an exception, you’re not.”

I can see why you think this, being the type of industry you are in, but this is definitely not true for my industry.

First of all, as a advertiser and marketer, there is no such thing as competition in my industry. More often than not in marketing the competition does help pay the bills through various partnerships and dealings.

Because I am in the industry I am you have to look at it like this: If a person goes to CBS and buys 5000 television ads, its not competition to NBC. Why? Because that same person is very likely to turn around and buy another 5000 ads on NBC at the same time. Although both NBC and CBS are in competing industries, they don’t directly compete for advertisers dollars – rather they compete for viewers to increase the amount they can charge advertisers.

When I make blog posts, its not for the reason of making sales. In fact most of my readers didn’t find my blog until after they were customers to my services.

I send them to my blog to help them understand how I do what I do as a marketer. I send them so they can learn other ways to market and advertise for themselves that are outside the scope of the services I offer. I send them so they can learn how to create the materials I need from them to provide my services. I send them to posts where I have answered questions that seem to get asked over and over.

So for me, I create content that although is useful to most anyone who reads it, is especially useful to those people who are already paying for my services.

In fact as I write this reply I may see the flaw is actually in my thinking. Perhaps I am not using content marketing so to speak – as my content is not really intended to market anything of my own, but rather to market other people’s products and services that compliment what I do.


Marcus Sheridan March 27, 2013 at 3:58 pm

Bruce, thoughtful comment my friend, and it’s great to hear from you.

Ultimatley, my message with this post isn’t so much meant to be industry specific, but principle specific. And the principle I want to hammer home is we shouldn’t allow fear of those who do not help us to deter our ability to help others–and thus benefit directly or indirectly with customers.

Again, thanks for adding so much to the conversation Bruce,



Kelly Ward March 26, 2013 at 10:02 am

Such an interesting stance on whether to post pricing or not. I’ve been doing quite a bit of research on this lately and many websites and coaches recommend NOT talking about pricing until you’ve addressed your potential clients’/customers’ “pain points” and demonstrated that you can help them — and that most people will be scared off by prices unless you’ve already convinced them that they should do business with you. I can see their point – but I think you have it spot on when you recommend saving yourself time (and ultimately, money!) by filtering out those visitors that are not a good fit for your business. Definitely something for me to think about today! Thanks for yet another great blog post!


Marcus Sheridan March 27, 2013 at 3:49 pm

Hey Kelly, and thanks for the comment. One major point to remember with this is the fact that just because we “discuss” pricing on a website doesn’t mean we’re able to specifically answer the question. For example, I don’t give a set answer on River Pools nor here at TSL, but from a search perspective, these posts give me tremendous results.

Thanks again,



Joey Giangola March 26, 2013 at 11:46 am


I think is comes down to the fact people are afraid to turn down a dollar.

A more fitting name might be the Great Depression Syndrome. Meaning you never knew where your next meal was coming from, that made you eat that peanut butter sandwich without knowing there was a steak waiting down the street.

The approach to business for so long has been, be everything to everyone and worry about the rest later.

It was much harder for people to find and compare this information 10-20 years ago, so there wasn’t as great of an incentive for people to follow these practices.

I think as more people see the value in being more efficient for the right person things will start to change.

Overcoming that in my industry (insurance) is a tad more challenge, since there are legal ramification to worry about. Not sure I have a great answer for that yet.

Of course, fantastic and insightful stuff as always.


Marcus Sheridan March 27, 2013 at 3:47 pm

Joey, I love how you’ve brought history into the discussion here buddy. Yes, it was the exact opposite of this approach after the GP, and since that time we’ve had a “closed source” mindset. But there are many now waking up, and that gets me quite excited.

Appreciate you stopping by my friend,



Don Stanley March 26, 2013 at 1:01 pm

Now THIS is an EPIC content! It’s all about results and helping the right people. Keep your eyes on the prize and help your core audience. Quit chasing squirrels. Pareto would be proud if he could read this.


Marcus Sheridan March 27, 2013 at 3:39 pm

But I like squirrels?? ;-)

Thanks buddy,



Don Stanley March 27, 2013 at 6:59 pm

;-) Squirrels fear the Lion because the Lion stays focused and simply runs them over while chasing the big prizes.


Mikel Jorgensen March 26, 2013 at 1:16 pm

In real life – off the web – I’m constantly trying to disqualify my prospects. In the best scenarios, they’re trying to prove to me why I should take them on as a customer.

This is talked about in this book http://www.highprobsell.com/

And on Neil Patel’s blog as step number 5 of closing big deals – turn the tables: http://www.quicksprout.com/2011/05/04/the-neil-patel-guide-to-closing-big-deals/


Marcus Sheridan March 27, 2013 at 3:38 pm

Great stuff Mikel! Love your approach bud :-)



Leon Noone March 26, 2013 at 3:33 pm

G’Day Marcus,
It’s marketing mate, marketing! I’m afraid that most businesses lack a crystal clear business focus and a narrow, specific target market. You must know exactly what you’re trying to sell and who to.

And you should never spend even a cent on marketing to people or businesses outside your target market.

You can’t even know who your competitors are without such a focus and target market. As my old mate Bix Barry keeps saying, “Marketing isn’t everything bout everything is marketing.”

Best Wishes


Marcus Sheridan March 27, 2013 at 3:37 pm

Leon, how are you my friendly curmudeon? :-)

Yes, yes, and yes to what you said buddy. Let’s not waste a cent of time, effort, and money on those we know aren’t a good fit. :-)

thanks again,



Ian Altman March 26, 2013 at 3:36 pm

Marcus – You nailed it! Most businesses do not lack good opportunities. Rather, most wast too much time trying to sell to people who are not a good fit. It is analogous to trying to push a rope – it doesn’t work.

If you keep your client’s best interest at the front of your mind, you’ll be rewarded. Do this well enough, and the buyer-seller dynamic changes forever and your client will be trying to convince you that they are a good fit for your talents.

I love how you addressed the issue HEAD ON!



Marcus Sheridan March 27, 2013 at 3:31 pm

Wait a second…Are you telling me I can’t push a rope Altman??!

And to think, this whole time…. ;-)

You rock my man,



Davina K. Brewer March 26, 2013 at 5:34 pm

Marcus, Marcus, Marcus… if only we could always be such smart business owners. On the bill paying thing, yes. That’s influence, that as much as anything, is what will truly make a difference. If it’s not paying the bills, not making it count.. I’m making less time for it. As to the ‘Adios bad prospect’ – WORD. Ian nailed it – no point wasting time for prospects that are a bad fit. It’s why I write the way I do; easiest way I know to show me, let people get a sense of my style, approach to business.

(Now if only I could get clients to see that; but kinda like me, they’re afraid of scaring off almost any prospect, b/c a payday is a payday. See below.)

Do you quote the same price for content marketing consultation to everyone? Is it the same for a 12-month program as a 1-hour keynote or a 1-day workshop? Of course not. And frankly, the workshop costs more depending on who’s there, how many and what you’re teaching them, how much they’re going to get out of it for years years to come.

A thing costs what it costs; there are ranges and levels, basic all the way up to luxury. Sticker prices may have a little wiggle room but it’s not like I can buy a new Jag for $10k, not like I can stay at the Ritz-Carlton for $79/night. Now ideas, designs, advice, creativity are worth what they’re worth — to those who’ll pay. The quality of work we do, the value of it is there — whether it’s a small biz or global brand. End of the day, they set the price (by paying our bills).

I don’t worry so much about the competition, frankly a dime a dozen. I’ve got an approach, a style that’s me – you want it or you don’t. And I do want to scare off BAD prospects by letting them know that PR, social, content, branding – it’ll cost money. I’m down with that and think I’ve got the scaring prospects away thing down too. ;-) But – and I know I’m flubbing this – it’s just that the kind of creative work we do, it’s custom, unique based on the client. It’s what trips me up on the rate sheet thing, each case is different; the ad I do for USA Today is worth so much more than the exact same one running in the local shoppers guide. I have million dollar – ok, $K – ideas all the time; I’m shifting gears, to trying to not scare, find those GOOD prospects who’ll pay it. If ever I figure any of this out, I’ll let you know. FWIW.


Marcus Sheridan March 27, 2013 at 3:30 pm

Davina, you always make me smile when you stop by, thank you for that and all your thoughts, and struggles, with this topic. I think it’s symbolic of so many in our position.

As for my pricing, yes, it certainly varies with each situation, client, event, etc. I think the key is to at least talk about the subject though, give people a feel, and then they can see if they possibly want to play ball or not.

But like everyone else, I’m just trying to figure it all out w each new day at the job ;-)



Jon Loomer March 26, 2013 at 7:58 pm


The post I find easiest to write — and I think you include within “Problem” — is the tutorial. I know how to do something. A lot of people don’t know how to do it. So I’m going to just step through exactly how to do it.

Some may think that I lose business that way. “Why tell them how to do something so that they can then do it themselves?” As you know, that’s ridiculous.

Certain people never wanted to pay me in the first place. Certain people just wanted to know how to do something. Those people have value in terms of traffic to my site.

Certain people want to do a little bit of it. But they are eventually going to be overwhelmed. I have then established expertise, and they call me to help.

The people who don’t share this stuff are the ones who make me scratch my head. I look at their websites. They are offering their services to do X, Y and Z. No proof anywhere that they can do it. We’re supposed to take their word for it.

“Best Of” are also easy. I actually struggle with some of the other “Big 5.” Not because I don’t want to do them. But they are definitely more complex. You freaking rock those, my man.

Keep doing it, Marcus!


Marcus Sheridan March 27, 2013 at 3:17 pm

Loomer, your perspective about the “open source” approach is so dead-on it’s not even funny my friend. Seriously, if everyone had your mentality, this economy would be thriving! :-)

Keep doing amazing stuff bud, you really are the most prolific facebook master on the web in my opinion, and you’re helping a lot of people in the process.

Thanks again,



Brian Oken March 26, 2013 at 9:16 pm

Hi Marcus –

I think people worry about giving away information to the competition more than targeting the right customers because their competitive advantages are not strong enough to lend confidence in their company. Therefore they fear that whatever they put out into the public about their business will be used against them. They fixate on this concern more than they do about marketing what makes them unique even if it is in a crowded industry.

If their competitive advantages were true competitive advantages then they shouldn’t be worried about price because the customer will truly value the competitive advantage and the relationship with the company.

Sadly, most companies really don’t know their competitive advantages so they fear giving out information.

Great questions.



Marcus Sheridan March 27, 2013 at 2:54 pm

Brian, how are you buddy? :-)

Great to see you stop by my man and appreciate your words of wisdom–they’re very, very true.




lisa collins March 27, 2013 at 2:40 am

The marketers today are giving importance to competition process. each and every one here are unique and have a capacity to think something out of the box. Though most of us have the same products and services we are dealing with, the way the product is delivered cannot decided and told that it is going to be done in this way. All marketers and business men have their own and different ways of dealing with their products and services.


Andrea T.H.W. March 27, 2013 at 5:52 am

Definitely right Marcus. During the last month something very interesting happened on my blog, probably due to another Google update. Traffic dropped to about one third but earnings, through Adsense, increased. Much like as if the traffic is now more targeted even if reduced. Which is nice even if not much for my self esteem as I aimed at reaching 20.000 monthly views on 2013, not that there aren’t still some chances though. :)

So I forget about checking competition and I go on my way.

Just one thought on epic posts, it might be that Google likes them, but what about readers? I personally find 90 percent of them boring and hard to finish because if I want to read that much I can buy an ebook. :)

Some posts and topics need to be well expressed but many times writing an epic post for the sake of doing it is a pain to read and get the meat out. Imho. :)

I might be wrong though.


Marcus Sheridan March 27, 2013 at 2:50 pm

I understand what you’re saying Andrea, and I think when it comes to being “epic”–it all varies, and really just depends on the person and their individual preferences.

And congrats on the Adwords uptick, that’s awesome man. :-)

Continued success,



George Thomas March 27, 2013 at 4:52 pm

So I will keep this short and sweet! Well I hope I will. LOL
For to many years big business leaders have made the TOP 5 off limits. In other words they have been keeping things in the dark. By doing what Marcus suggests we are radically disrupting the status quo. We are bringing elements into the light and guess what, things grow when they are in the light. It actually amazes me how long it has take and still may take to rip these fundamentals out of the darkness of business leaders minds.

We are working feverishly on helping leaders understand this new and obvious intelligent move for their company. Thank you Marcus and the rest of you for disrupting the Status Quo.

Keep up the good fight,
George Thomas


Jason Diller March 27, 2013 at 9:21 pm

Competition? What’s that?

Never heard of it

Sometimes I just feel bad for our competition. Bidding on crappy PPC ads, same title tag on every page…by the time most of them figure this stuff out, we’ll have a 5,000 page website.

Even at the agency level, our competition is mostly a joke, except for a few good Hubpot partners (Impact Branding, PR 20/20, etc)


Jordan J. Caron March 28, 2013 at 12:46 am


Spot on chap! The Big Five is really going to help me come up with some content ideas.



somu March 28, 2013 at 8:45 am

telugu politics, regional news, tollywood, bollywood news


Alan | Life's Too Good March 28, 2013 at 11:52 am

Hey Marcus,

I’m always glad when I have a moment to stop by your site.

This is a beautiful point well made. I couldn’t agree with you more and like that you kept it simple by identifying two groups to watch out for. In my view both of these fall into the category of people effectively looking over their shoulder and worrying when they should just be getting on with doing what they do best, with confidence and focusing, as you say, on adding value and helping their target audience (i.e. in the example above, that would be the 20%).

nicely put as always,

take care & best wishes,


Samfrank March 30, 2013 at 4:45 am

It was very interesting for me to read that blog. Thanks the author for it. I like The “Big Five” tips. I would like to read more soon


Bill Hartzer March 30, 2013 at 3:17 pm

Awesome content really is whatever is going to get your readers to interact with that content and share it. It might be even better if it’s content that fulfills your goal. If your goal is to get people to perform an action, then that content has done its job. If it’s to make a point, and people understand that point, then it’s definitely reached is goal.

Why do businesses worry more about the competition and bad prospects than they do about their ideal customer? Perhaps they’re lazy? It’s ‘easier’ to worry about your competition than try to figure out your ideal customer.


Chris Huntley April 2, 2013 at 1:09 am

Hey Marcus,
First, I have to make a general comment about the awesome content you’ve been adding lately, even since you started your podcast. I don’t know how you find the time, brother!

Second, I love the idea of weeding out the bad prospects. I think this can be a hard thing for some people who are all jacked up on the # of visitors or # of leads or clicks. Who cares if you ain’t closing the sale!

At my insurance blog, I am totally guilty of this. We’ve been getting over 700 leads per month, yet we only sell 1 of 10 people we contact. Thanks for the common sense tips on how to correct this.


Marcus Sheridan April 2, 2013 at 9:05 am

Chris, great hearing from you bud,and thanks for the kind words, it means a lot to me.

And yes, weeding out is a big deal, especially for someone in your line of work. Once you really start doing it well, do me a favor and let me know what you did and what were the results, I’d love to hear about it.

Continued success bud,



Madras Geek April 2, 2013 at 10:52 am

Great analysis. Wonderful write up. Impressed with your blog and am reading your blog for the first time. subscribing it right away!


Taxi Da Nang April 26, 2013 at 2:14 am

I like this one from Leon Noone ” Marketing isn’t everything bout everything is marketing.” :) Great analysis !


Jimmy April 26, 2013 at 3:12 am

So the core thing is to focus on serving people better and better,not to worry about competition and bad customers.


Pitt Goumas May 2, 2013 at 4:37 am

Your posts are very inspirational. Keep up the good work!


Stan Eigi December 30, 2013 at 5:31 am

Doubts are the most common reason of failures, well, to my mind. But thank the God there are people like you who will provide us with guidance, some tips. Having you on our side makes me feel that it’s quite easy not only to stay afloat, but also prosper.


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