Internet Marketing | Inside Line

Aug

Grammatically Speaking: Business Blog Tips

By Susan Hamilton · Comments (0)

Your blog isn’t under the same scrutiny as your other, more direct marketing methods. A blog is more of a place where your readers and potential customers can learn more about you before they purchase, as well as interact with you after the sale. A blog is designed for two-way communication, and that means it should be written more conversationally than articles, for example.

Neenah Public Library That being said, we can’t just post garbage and expect a decent reputation. Basic rules still hold true. If you want your business to be taken seriously, you’ll have to spend a little time making sure you don’t appear to be unlearned or unskilled, without much to offer. All it takes is a little – and I do mean a little – common knowledge, reference material, and proofreading. If in doubt that a sentence reads correctly, wait a day and read it out loud. Errors in grammar are often found there.

If you don’t care, your readers will notice. It’s almost a respect issue. If you have problems in this area, hire someone to help you write or edit. Don’t neglect this detail.

Here are a few things to remember before you post.

Read the rest of this post in The Richardson Copywriter.

Aug

How Online Content Grows Wings

By Shari Voigt · Comments (0)

Exact Target reports that Twitter users are more likely to post regularly to blogs, more likely to post product and service reviews, and more likely to share coupons on coupon sites. We’re also more likely to write articles, post videos, contribute to wiki’s, and comment on other people’s blogs. This rings true for me, because as a Twitter user, I like to find interesting or educational tidbits that I can share with my readers.

I found the statistics above on Andy Beal’s Marketing Pilgrim, a site I follow in Google Reader. They could have just as easily come from a short post and link on Twitter. Either way, I’m sharing with you here, and I’ll share this information on Twitter and our Zero To Sixty Marketing Facebook page, and a variety of other sites. Other people do the same thing, and that’s how online content gains wings.

What does this have to do with your local business? Give us something to talk about! Post your in-store specials to Twitter, offer recipes, how-to articles, tip sheets, etc. If it relates to your product or service or offers something of value, share it on Twitter, Facebook, and directly on your blog. Doing so multiplies your message and provides more opportunity for your readers to expand your reach. Get it right, and it’s free viral promotion for your business.

Are you on Twitter? Let’s connect! Just click the link or look for @ShariV . Please include your Twitter address in your comments, below.

Apr

How To: Maximize Web Presence

By Susan Hamilton · Comments (0)

Timeless Marketing Principles Pt 3

We’ve all known to have a Web site since the 80’s. We didn’t all do it then, but now it’s just “duh.” Of course you have a Web site.

Since the beginning of it all we needed to ‘be found online.’ How to do that has changed, but now it’s even more important to understand the simple, somewhat-time-consuming-but-free things you can do on a regular basis to stay visible. Older sites have the advantage of domain age, but newer companies are on to that and employing tactics that you need to be ready for by making sure you’re at least covering the basics.

5 basic things you can do now:

Sign up for Market Samurai and learn what you need understand about keyword research so that you’re taking advantage of words and phrases that people are searching for and your competitors have missed. Of course, we’ll do that for you if you like:)
Make sure you’re signed up with Google Analytics so you can see what kind of traffic you’re getting. Modify accordingly. If you don’t know how, get advice.
Make sure your picture, phone, and complete contact information is available for all your viewers and easily found. Make sure all your links are working.
Take advantage of blogging. If your site won’t support it, use a free 2.0 site like Weebly, Blogger, or WordPress and link it to your Web site. Both ways. Accept worthy comments and reply to them.
List your Web site in free local listings like Google Local, Yahoo, Bing, Yelp and MerchantCircle, and consider listing in other fee-based directories if they are reputable for your industry.

As you update the content on your blog platform, add your post URL’s and related commentary into a great scheduling tool like SocialOomph. 4-5 different scheduled updates for a day, and remember to schedule other interesting information as well. From that point of entry, your information will go out not only to Twitter, but Facebook and several other social sites that you will get to choose. Handy way to increase your online presence, huh? All of a sudden, the links to your posts are read by viewers and their viewers. Somebody is bound to bite if you write something of value to your audience, and engage.

And it didn’t take you all day to do! Then you can keep your social media tab open while you work and interact socially without having to change your train of thought.

Mar

Are You Paying For Great Content?

By Susan Hamilton · Comments (0)

Do you write your own Web site and blog content? Your own articles? If you are paying to have your content written, consider the source.

There’s an old saying that still holds true – you get what you pay for. If you purchase from freelance writing boards and only offer low-ball pay, the odds are good that you may end up with regurgitated content that was previously written for someone else, or student work. Now, that may not matter to you when you get the great idea to stick a Web site up as a feeder and fill it up with inexpensive copy to pull the reader into another site, but a quality job of feeder site building can be done without sacrificing reputation.

Not that you can’t find good writers on a freelance job board, of course you can. But some writers who are willing to work for less may not believe your project is worth their best effort. If you do hire off of a job board, offer a decent rate of pay for the job to be done. This benefits everyone and gets you closer to the writer who knows what good content is worth and is willing to do a great job if paid fairly.

“Fairly” isn’t the lowest price. Fairly understands that a writer has to know style, grammar, punctuation, and often conduct research. Your writer may need to be capable of writing in your voice. You may need the material to be humorous, edgy, maternal or technical. All of these characteristics make up more than most realize when it comes to a writer’s competence. Some writers just can’t deliver creative, original, style-appropriate copy. The ones that can’t, often don’t understand what good writing is worth. Some offer their services on the cheap because after all, at least it’s money … and there probably won’t be much effort required for such a low-paying job. So do you want 20 inexpensive, somewhat usable, lower quality posts? Or do you want four, great, keyword-rich, insightful and professional sounding posts at a higher rate per post? It’s all in how you look at it.

If you don’t want to take chances, get your writing done by people who understand the writing business. Hire writers who have their work reviewed, and are knowledgeable about how to convey your perspective in the correct style to the right people in the right arena. At Zero To Sixty Marketing, that would be Shari Voigt and Susan Hamilton. Call us today for more information about how we can help you with all your copywriting needs, and be sure you’re getting the best copy for your money.

Feb

I’m Guilty: 6 Social Media Sins

By Susan Hamilton · Comments (2)

As much as I know that social media forums like Facebook and Twitter offer brilliant free marketing for small businesses when used strategically, there are a handful of things I’ve begun to hate, I mean…er…strongly dislike when it comes to socializing on those platforms. They are, sadly, things I could have done better or understood more fully if I had made it my entire life for a set period of time. I couldn’t, and can’t, and I’ll assume that you don’t have that kind of time, either. I really do work, and because I write for my living, quiet thought is my friend. That means long hours of intense mulling over and reading (the one thing I love about Twitter, by the way – things I read and learn from what is posted there.)

Please learn from my mistakes. I committed these social media crimes knowing full well what I was doing, and thought in time these problems would rectify themselves. They haven’t. And now I’m paying the price for poor planning.

I wanted to name this article, 6 Things I HATE About Social Media, but my sister and mentor scolded me and told me I needed to speak more effectively about my calamity, and also that I should share with you problems I could have avoided, rather than just throw the fit I was intending.

I learned social media for business and accidentally realized it was a good hook up for long lost family. That was cool, but I’m not in there constantly typing about my life, and I haven’t talked myself into purchasing the $400 phone that would let me Twitter and Facebook the only time I really would, (out and about with my unique, humorous perspective:-) I should be ashamed, because I endorse social media for my clients and really believe that a local business can use these tools with some really kick-a** results. But for me, I’ve been in it just long enough to know what I hate…er…strongly dislike.

I indiscriminately chose people to follow believing it was more important at the beginning to start a list and refine it later. I thought it was O.K. to start my list with ‘who-evers’ but now I have to go in and fish through them to rid my list of them so I don’t accidentally get rid of someone I like. What a pain.
I followed marketers just because we were in the same industry. B-a-a-aad idea. Only a handful are really interesting, the rest just abuse the twittersphere.
I allowed strong political perspectives, but prejudice is prejudice, and I hate it. Republican, Democrat, Liberal, Conservative – whatever, why must you decide you’re one thing and someone else is another? I’ll choose for myself, thank you, but political party certainly doesn’t define me and shouldn’t make you angry.
I don’t know how to get rid of the disreputable, vulgar and obscene people that for some reason decided to follow me. I report them, they come back. DON’T FOLLOW ME! I get updates in my email every once and awhile when checking my new followers. I look at their profile and see their updates and can’t for the life of me figure why they followed me. Yuck, go away. I’m not a part of any one’s harem.
I allowed automated quotes. I should have stopped following those eons ago. Thought it might keep me positive. Some are actually pretty insightful. Know what keeps me positive? REAL conversations and feedback. I’m a positive person, really.
I didn’t get that expensive phone so I can’t update when I’m out running errands. Trouble is, I really engage in conversations with people. Real people I can see. I talk to my favorite cashiers, neighbors, people waiting in lines, and just about anyone. If I’m zeroed in on my cell phone during those precious moments, I’m missing out in some rewarding interaction. That phone is a thorn in my side because I know for business, it would help me be more efficient. I don’t think it would help me as a person, though. Sometimes ya gotta make choices.

So, I guess that’s a shameful perspective for someone who thinks all small businesses should be represented on social forums. There’s only a handful of people I really enjoy, the rest I will delete soon, if I haven’t already. How I wish I had been more discriminating. It will easily take hours.

If only local businesses would represent themselves, they could completely tear up their industry giants. Marketers, on the other hand, seriously over-saturate.

Oh, there’s one more thing I strongly dislike...

I love God, and I’ll tell you all about it in person if our conversation ever goes that way. In no way would I ever publicly or otherwise disclaim God, I think that would be stupid because He’s been integrally involved in my life and I’m uber-thankful, but I really strongly dislike what’s happened to marketing-speak. Every time I try to forage new relationships with what I hope to be my peers, I end up with these people that scream Holier than Holy all over my Facebook page. Nothing wrong with inspiration, but what I’m talking about is over the top. Gonna have to thin that out.

I hope you’ve learned from my mistakes, I’ll try to do better, promise. For those of you who’ve stuck with me through the weird stuff, well…please accept my apology, and…thanks.

Feb

Does Marketing Make You Want to Scream?

By Susan Hamilton · Comments (0)

5 Ways to Work Smarter

Ever feel like this? As a business woman, I admit that I sometimes do. Every once and a while I get the feeling that I’m surrounded by perfectly running businesses and I’m just not keeping up like I should. Times like that make me want to spin on my office chair and blow spit bubbles.

Crazy how we get into that mindset, isn’t it? We work and plan, and plan and work, and it just doesn’t seem to ever really get done. I mean…finished. I get done all right. I get done with projects, I get done with billing, I get done with tasks and errands; but I never get finished marketing. There’s always a better, newer, more persuasive way to get the message out there. It’s never ending.

You gotta’ love your job to live it, and I do. But how do those other companies make it look so easy?

The trick is, finding the easiest way to do the most in the least amount of time, and still build a quality empire. I’m a wife, mom, sister, and daughter–I don’t want to spend all my time working just to be like everyone else. So with that, here are 5 things I’ve learned to work smarter, and keep all my hair.

Use quality systems to aggregate. It’s never worth doing extra steps in any marketing strategy that you can do in just one. Consider using Ping.fm your social media updates, and AWeber for getting your small business email marketing campaign off the ground. This saves me TONS of time for pennies a day.
Give yourself permission to research competition, read about concerns, and update your brain files with new information. It may take longer than you think, but unless you put a priority on learning as an investment, you won’t be able to keep up with anything.
Remember, slow and steady wins the race. Getting up to speed fast is great if you have systems in place to keep up. If you don’t, take the time to set yourself up for success by simply inching toward your long term goals daily. Life is NOT about living in a squirrel cage.
Appreciate what the mentors in your market are teaching you, both by what they do, and how they do it. You can always learn the hard way, but isn’t it easier to learn from others’ mistakes rather than your own?
Go ahead and do something different, in a different way, and take that risk that you’ll regret not taking. If you never step out, you’ll never know what could have been. You have amazing ideas in your head that need to come out. Don’t mistake that adrenaline rush for fear you shouldn’t tackle. It could just be the turn on you needed to kick the competition’s butt!

That’s what works for me. How do you handle the occasional frustrations that stem from a busy environment? Do you ever feel caught up in the mundane while everyone else looks like they’ve accomplished their goals with ease? Hang in there!

Photo Credit: kevindooley on Flickr

Jan

Do You Need A Marketing Coach? Probably Not

By Susan Hamilton · Comments (2)

Most of the things we do for our businesses, we do out of habit. We have some people that we call, we have direct mail sent out, we post coupons on Merchant Circle, or we post to Google Local online for decent SERP placement and reviews. Those things aren’t enough, and you probably know it, yet when asked what you’re doing for your business, you probably mention those things with an air of ‘I’m doing what I ought to be doing.’

You probably don’t need a marketing coach or a ‘guru’ to help you market your small business, but there are a few things those guys are doing right that you shouldn’t ignore entirely. They seem to know just how to center attention around themselves, and while that never denotes authenticity, having others in your field recognizing your efforts certainly can appear that way. Just how do they do that?

Here’s where the ‘guru’s’ have it, and even though I’m not a ‘guru’ or a marketing coach, I’m going to share it with you free of charge:

They know how to muster up credibility.
Marketers usually blog. They post something about what they do, and they comment on other marketer’s blogs, start conversations, and drop links. How is this practice good for you? By the time their would-be clients get to their site, they have plenty of others in their field endorsing their endeavors. That’s not actual credibility, but it is perceived credibility, a good start. Take some time every day to build relationship with others in your field by leaving a conversational comment on a competitor’s blog designed for response.

They know what promotions, offers, and Web site traffic is working for them.
It’s not enough to just throw information on a page and hope it does well. It doesn’t take complicated algorithms to figure it out, either. If you’re not tracking your efforts and traffic with (at least) Google Analytics, you have no real idea if you’re reaching who you want to reach.

They engage in social media.
Yeah, it’s a time-suck. But even so, limited engagement on social media sites is actually a smart way to engage local traffic, if your local city and state are part of your profile or username. Getting used to it is half the battle. Once in, you’ll enjoy short conversations with others and your list will naturally build over time. If you do more than just post your specials, that is. Respond to ridiculous situations that makes you laugh, or drop your own personal thoughts about a thing here and there. (Advice: Stay optimistic. Why follow a grump?)

Photo Credit: NeeDeeAh’s! Photostream on Flickr

Dec

What Are Words For, When No One Listens Anymore…

By Susan Hamilton · Comments (5)

When no one listens, there’s no use talking at all.

Do you hear me, do you care?

Remember the lyrics to the popular 80’s hit? I just got back from a dinner with a client and it’s all I hear in my head after the conversation we had tonight. I’m really listening closely to what my clients understand about their message, and in a more ethereal sense, their words.

In my head, the lyrics are, “What are words worth, when no one listens anymore? No one notices, I think I’ll dye my hair blue.” As a chic, I get it. I don’t think that’s so different from a desperate small business point of view. When we’re young, like the song suggests, we’d do anything to get attention immediately, to be noticed – even bizarre to border line nuts.

Let me explain to you exactly why keyword research and word relevance are more important than flash and hype.

Keywords Are Powerful

Online, your words couldn’t be more powerful. You can have all the graphics and keywords, and even a fair number of readers, but to be found by the maximum number of people who need you, it will take more than that. You’ll need a small business marketing strategy. Could you use more customers? Better (paying) customers? More business?

Case in point:

Out of curiosity, I used one of the companies I represent as a model for some basic SEO and Page Rank experimentation. I’ve been doing their media releases and fliers, but not the Web site. This company has believed that their Web site was optimized. Since competition in their field is minimal, they were easily found on the first page of Google search if you knew what to look for. I learned that not only were they absolutely not searched on for their most prevalent keyword phrases, they weren’t showing at all for the phrases people actually look for.

That blew my mind, because with a Page Rank of 3, you’d assume the keywords were working for them. But they weren’t. Zero traffic on the terms used.

So what to do? Is this a problem? Well, for one thing, if the words you think your customers use, aren’t in fact, the words they use, how will they find you if they don’t already know your specific Web site address? If your business presence online is new, will your market know your exact address?

Long Tail Optimization
Zero To Sixty Marketing decided to use this company as an example to see where we could improve our customer discussions. Using Market Samurai for keyword research, we ran the currently used keywords against long tail options that sounded more reasonable for searchers to use. Long tail keywords are words that are run through a system based on the original keywords and determined to have market merit based on the level of traffic and competition for that word or phrase.

What a difference. We realized the words we ran through Market Samurai, that were not used before, had huge amounts of traffic and very little competition.

What does that mean? It means that many people are surfing the net searching on terms and keywords that apply to this business, but the words weren’t used in tags, bullets, headers, and titles to cause that searcher to find the site. What’s more, very few other companies represented in that niche were using that term to promote their own business. Can you say ‘goldmine?’

What Are Words Worth To You?
So think about that. You may not be an SEO believer, but there’s undeniable merit to a case study like this. The advice I gave this company was to start using those keywords effectively in posts to blogs, comments, and high authenticity sites. Working outside of the site (link building) to improve keyword strength for the term you want to use while you’re using the words that are already proven, strategically can – over time, cause your unused terms to become more common place, and therefore used. This is a very effective link building exercise, well worth the effort.

Take the time to develop relationships with high authority sites via comments and linking strategies. Use the keywords in such a way that the reader stays on the page to learn more about your quality information, interesting related links, and possibly – hopefully, comment and leave their link so that a relationship does in fact develop. That takes time. And that’s okay, because as in real life relationships, they will matter and become relevant to your business reputation.

So I don’t think you need to dye your hair blue, or anything, that’s just a song.

Picture Credit: danielleblue from Flickr

Related Posts:

Very Basic SEO 5 PT Series,

SEO: Where Do You Find Your Keywords PT 2,

Using Keyword Research Tools PT3,

How Do We Use Those Keywords PT4,

Where Are Keywords Most Effective PT5

Oct

Facebook Business Pages: How YOU Doin’?

By Susan Hamilton · Comments (2)

Facebook has a neat way for small businesses to interact via Facebook Business Pages. A page won’t cost you anything, and may very well be a terrific way to build a following and interest in your particular company. That’s what we’re counting on, anyway!

We started working on ours a couple of months ago, along with updates to all of our media campaigns, just to see if it really is all it is cracked up to be. Why not, right? Well, simply stated, I can tell why we’re not all jumping out there to do it! Facebook navigation can be time consuming and confusing. Thing is, I believe in the potential. We’re going to figure out exactly how to promote ourselves on Facebook because we strongly believe in what it can do for small and home-based businesses. Meanwhile, here’s a few things we’ve ironed out that we’d like to share with you.

To Publish, or Not To Publish:
It’s nice to work on your page without the scrutiny of public view during the process. We suggest that you remain unpublished until you’ve got some of the technical understanding worked out. To begin with, your logo needs to be on your page, and although it shouldn’t need to be said, so does your COMPANY NAME!! I was perusing the FB search box for companies we should be targeting, and lo and behold–so many companies listed on a group page or category failed to list their company name. Truly, why bother? It takes some time to set up your page, so please take the necessary steps to be able to be found. It’s unwise to publish your page without both company name and contact info easily found and linked back to your Web site.

So What SHOULD Be On Your Business Page?
You’ll have some options about how to ‘feed’ your wall posts. First, you need to decide out loud just what you want to accomplish. Seriously. Do you just want a static presence? Because if that’s all you’re after, a social business page will be pretty meaningless. Remember that the point of having a breathing presence on social sites is to invite curiosity and conversation, divulge helpful tidbits of information, and to get feedback. We’re better when we have feedback from our audience. Many times what your viewers have to say can be helpful both to the way you do business, and for future topics that you will learn already interest them.

Your ‘feed’ can be manually entered posts to your wall, or automatic updates from your blog to your wall. We thought it would be easier to keep our Facebook business page current if we used the blog feeds from our Web site to automatically post for us. Ideally speaking that might be true, but now we don’t believe we could interest anyone like that because doing so left our wall space obnoxious–our company name was repeated too frequently to promote interest, and our blog posts alone looked like a public RSS feed, leaving little to inspire interaction. Once we decided to break it up by manually entering our status updates instead, the page came to life. Now our viewers can see other things that interest them, as well as questions that inspire feedback and conversation.

As we keep breathing life into our FB presence, we’ll be updating our photos with pics from our photographer, Gerald Voigt and uploads from our graphics designer, Scott Alberts. Keep in mind that your photo section should be business related. No boob shots.

How Does Your Page Grow?
Make a habit of searching and inviting followers to your business page. Encourage them to be fans. We decided to devote 10 minutes every day to inviting small business and home based business owners to visit our site and become fans.

Make sure your Facebook badge appears on your company Web site or blog. This is one part I really dig. You’ll have the option to include within your badge (depending on how much space you can support), both your ‘feed’ and followers. They will appear on your actual Web site. That means that when they comment or fan your Facebook Business Page and leave their link, their link will show up on your company Web site viewable through the badge. That turns into an outbound link for you with the potential of a new relationship, and an inbound link for them because the link comes in from your site. Its a win-win!

Good luck with your Facebook Business Page (we hope you’ll ‘fan’ Zero To Sixty Marketing), can’t wait to see you there! What have you learned about your Facebook Business Page promotion?

Oct

It Could Happen To You: Vacation Twitstakes

By Susan Hamilton · Comments (0)

It Could Happen To You: Vacation Twit-stakes

It was early fall, 2009. Our family was enjoying an incredibly beautiful view of the mountains in northern New Mexico. Antelope, elk, buffalo, trout of every kind; magical cloud shadows intermittently cooling the frugal warmth of the altitude, and then…

all of a sudden…

DID I LEAVE MY AUTO TWEETS ROTATING WITHOUT ANY CONTROL??

YES. Yes I did. I had a brilliant plan to test a group’s response to my various tweets for a 12 hour spell. Two and a half days later, I realized I had forgotten to turn it off before I left town. Something that rolls off my tongue when explaining how easy and effective auto-tweets can be for businesses everywhere desiring to reach audiences that vary their attention spans between hours of the day, immediately became an opportunity for me to lose my entire reputation due to the risk that I had become–Twitterspam.

AW, CRAP.

No wireless in the cabins we were occupying. Since my husband, the Greatest Fisherman Of The Mountain, was quite a ways down stream (yet with the car, go figure) when I came to my realization, I had to bum a ride from a local to the civic center several miles away and work out my wireless muscle to see if I could remedy this mess.

Guess What I Learned About Tweet Automation?

NOT easy to remedy!! I use Social Oomph Professional for keyword research on the businesses I’m interested in following, and also for their somewhat simple method of rotating tweets. They allow several tweets to be posted in a certain format that causes random, rotated tweets that only need to be drafted in once, and from there you can schedule the frequency and pauses as necessary. Sounds groovy, right?

Trying to get a wireless connection in the back seat of a Ford Taurus with the excruciatingly bright, early morning sunlight–defying your ability to even see the screen let alone follow instructions, made for an irritation much like I imagine the chaffing of the buttocks after an eight-day, showerless excursion into the Arctic. But I digress…

Once in, having never been in this situation before and assuming an ‘off button’ would exist, I realized with trepidation that alas, it did not. EVERY SINGLE SCHEDULED TWEET, even though they were in the same family of tweets, had to be deleted from the text box where they originated, and from the published posts that had already gone out.

After an hour and a half, I was able to go through each and every one of the 22 published tweets and get rid of the origin, and then the published tweet. My logic being there would be nothing

all of a sudden…

DID I LEAVE MY AUTO TWEETS ROTATING WITHOUT ANY CONTROL??

AW, CRAP.

No wireless in the cabins we were occupying. Since my husband, the Greatest Fisherman Of The Mountain, was quite a ways down stream (yet with the car, go figure) when I came to my realization, I had to bum a ride from a local to the civic center several miles away and work out my wireless muscle to see if I could remedy this mess.

Guess What I Learned About Tweet Automation?

After an hour and a half, I was able to go through each and every one of the 22 published tweets and get rid of the origin, and then the published tweet. My logic being there would be nothing to recur if the tweet was deleted–right?

Even so, when I returned home to check the results of this mess, many of those tweets still existed in cyberland. What a booger.

I’m just telling it like it is. It’s one thing to schedule and monitor your activity on Twitter, but a brand new pain to leave your words un-escorted through a cyber-realm that possesses the right to tell you that you talk too much about the same thing.

I never meant to annoy, but where the heck was that ‘off button?’

If you’ve found one, will you please share with the rest of us?

FOLLOW-UP

Evidently there’s a pause button…

Email Marketing Made Easy

Subscription Options

Grammatically Speaking: Business Blog Tips

How Online Content Grows Wings

Are You Paying For Great Content?

Does Marketing Make You Want to Scream?

5 Ways to Work Smarter

What Are Words For, When No One Listens Anymore…

Keywords Are Powerful

Facebook Business Pages: How YOU Doin’?

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What Our Readers Say

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