Archive for the ‘Social Media’ Category

The need for social media is here.

Friday, February 18th, 2011

I had this conversation with a potential client last week.   They were thinking about entering the foray into social media, but didn’t know if they needed to right now.  Truth is, it is almost too late.  Taking advantage of the web to reach your customers is going to get harder and require more creativity than just a few short years ago.  Social media is more important than print media and getting noticed in a world where you can access anything is no small task.

So what the heck am I talking about, anyhow?  First off, let me explain that marketing your product, business, service, or even yourself is laid in your own hands.  Once upon a time, you sent flyers, mailed postcards, got a yellow pages ad, and even tried your hand at newspaper advertising or making a commercial.  While that may have lead to success in the “once upon a time” days of yesteryear, today’s ever changing world means that you need to watch trends and take advantage of the new marketplace.  While baby boomers may be the least likely to adopt critical marketing channels and join social media platforms, keep in mind that the first of the baby boomers have begun to turn 65.  While retirement at 65 is out of reach for most Americans these days, with retirement on the horizon you are likely to see less discretionary spending by this demographic and an increasing importance of the generations X an Y.  And these groups are into the trends.  If you intend to market to this growing group of spenders, and those that follow, you will need to take advantage of the internet.

Take a look at Facebook.  While it may seem that Facebook is played out, that is simply not true.  No one thought the telephone would catch on either, and while it is on its way out, it played a rather important role in developing our country for a century.  Facebook is set to be the online meeting space of the world.  The world will be dominated by Facebook and Google in the future, the way that Coca Cola and Pepsi own the soda pop market.  Sure there are still competitors like RC and niche market producers like Jones soda, but the big two are likely to always dominate the market.  Only a decade ago, there was a long list of competitors, but those who adapted managed to survive, and those that grew stagnant are in trouble, or gone.  Remember Compuserve?  AOL has a huge base, but since it never kept up with changing trends it is in real danger of collapse.  Even Yahoo is in real danger of dying a slow death, as they continue to lose market share.

Facebook continues to update and change to make its interface more user friendly.  While many bemoan these changes when they happen, the truth remains that they continue to gain ground in market share.  Many have tried and lost in their attempts to compete with the behemoth.  My Space may have been the mainstay, but as they grew stagnant, it was sure to see them collapse completely.  Surprisingly, though, they managed to find a new way to adapt and to turn My Space into the home for entertainment; a place where bands, music makers, and other entertainment companies could broadcast, sell, and interact with fans.  This may have been the move that saved the ship from sinking.  My point is this, you really need to take advantage of this market if you want to reach the next generation of clients.  A website is still important, but that alone is not the key to your marketing success.  Creating interaction between your web presence and the real world is where we are going, and here are some ways to take advantage of this interaction:

Social media as a means of customer interaction:

A good recommendation from a client can generate big returns.  So a group of good responses from ordinary users can really generate returns.  When I have a comment, complaint, or compliment for a product or company, I turn toward the web.  When I write on AT&T’s Facebook page that I am an unsatisfied customer, not only am I telling all of my friends and followers, but also all of those who are fans of that page.  Failure by AT&T to respond to its consumer complaints is wearing away at its market share.  On the other side, consumer interaction done properly has helped to increase market share for the likes for Verizon.

Social media as a means of product releases:

How do you introduce a new product and get people to take notice?  Did you take notice of the new flavor releases by Mountain Dew?  Using social media, they managed to create new flavors interact with consumers and have them vote on the flavors that they liked best.  Bands are releasing new singles for free on social media sites to promote their albums.  Behind the scenes clips and cast introductions are promoting new shows, as well as new seasons of existing shows.

QR codes marry reality and virtual reality:

QR stands for Quick Reference or Quick Response.  QR codes are essentially barcodes that can be scanned with free mobile apps and can contain thousands of characters.  More and more people are using QR codes to connect the real world with online connections.  In retail they can connect products with recipes or wine pairings; wine labels with wine spectator reviews; movie posters with trailers; the possibilities are endless.

So, the point, marketing is changing.  The way we look at the world, the way we create brands, the way we connect is about the internet.  If you do not take advantage of it now, you may be too lat.

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What are you doing with social media?

Thursday, December 16th, 2010

The month of December has been a bit of a bear for us at GLDC.  Between regular business and growing our social media client base, time seems to be going by at warp speed.  On top of that, I am learning several new software programs and some new programming languages as we move to make sure our clients get the latest and the greatest when it comes to online branding, social media and mobile broadcasting.  Bud is also working on some new and exciting things and studying for exams.  We are working on an overhaul of our social media presence to take advantage of key changes to Facebook and twitter, as well as do a complete redesign of our website.  We want to start off the new year with a bit of a fresh new look.

Then of course there are all the holiday gatherings of both clients and vendors, as well as family and friends.  Sometimes, the weeks between Thanksgiving and New Year’s Day seem so full it ends up a complete blur.

Some of the things to mention are really cool. QR codes are getting more and more exciting and I have seen them pop up more and more.  You can find one on the door to Superior Pho.  I used them at my art shows in November and December.  I had a meeting with Keller Williams and they are planning to integrate them into their marketing plan with new listings.  Expect to start seeing them in more and more places as they gain popularity.  I saw one at a gas pump that takes you directly to a site that allows you to check out the quality of the gas.  Another linked to a charity drive by the corporation that owned the franchise.  What a better way spend the few minutes that you are standing around doing nothing anyway.

The NEO USGBC chapter had their annual meeting last night.  I was excited to see some of the faces on the slate of candidates for the chapter’s Board of Directors.  I can see big things happening for them as they seek to widen their sphere of influence to new towns and counties.  I was also given a nice thank you gift for the small part that I played in setting up their social media and getting them going hard core in broadcasting their message.  I felt so honored to be included with some of the great minds, like Michelle Kilroy, who are taking this chapter to a higher level.

Facebook  is going to start using facial recognition software to aid users in tagging their photos.  Finally, a use for facial recognition software that I can appreciate.  I hate trying to tag photos, especially if I have uploaded a lot of them.  Twitter, Facebook and You Tube have all launched design updates.  More social media sites are coming online everyday, and the rise of niche sites that are specific to a particular interest or industry is explosive.  Moreover, the recognition of the users of multiple sites and their influence on the web is getting easier to track and more important to the marketing industry.

So as you look  to the future, what are your plans?  Do you have a social media plan in place?  Do you plan on expanding what you are doing now?  We would love to hear what our followers are doing to take advantage of the social media marketplace.

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Harry Potter, free movies, Red Dot Project and me

Tuesday, November 16th, 2010

So I just got back from seeing the preview of the new Harry Potter movie.  Yeah, you are probably jealous because I got a press pass to the pre screening.  But that is because I got the hook up because I have been doing work for a site called What’s So Great About That? This is a site that promotes cool stuff in Ohio by giving away free stuff.  For example, did you know that you can win a $250 scholarship to CSU?  There are weekly prize drawings for things like books, and who knows what else.  You should really check it out, and be sure to follow them on twitter to find out about what they are giving away.  Don’t forget to check out their Facebook page, too.  Last week we used Facebook as the exclusive spot to give away tickets to pre screenings of Burlesque (starring Cher and Christina) and the hot ticket item of Harry Potter.  It was a great giveaway, and I finally got to try out the chance to have exclusive content that is only visible to fans of the Facebook page.  Go check them out-I mean who doesn’t like free stuff?  A special shout out to the Owens Group for all the movie promotions that they run, and to the studios that they work with.

As for Harry Potter, see it.  Soon.  I thought the cinematography was excellent.  I saw the last one on DVD, so I forgot how much the big screen matters for big films that are beautifully shot.  I wan’t say much about the film, except that there were a few twists and turns that should make you see it before someone you currently like spills the beans.  Judging by the amount of people at the prscreening, it will be full theaters for the first few weeks.  It really set up the next film nicely, and the finale is going to be talked about for quite some time.  The trailers showed Little Red Riding Hood, and that looks to be a good film as well.

I also wanted to mention Red Dot Project.  RDP is an artist representative group that helps artists sell their work.  As a member, I have sold a piece or two through them  They work with designers and corporate clients to sell large amounts of work.  They are in line for  a matching grant from Scion.  Currently their competing for matching funds from Scion against projects in other cities.  They are neck and neck with a project in Baltimore for third place funding.  I highly recommend that you join the cause to help them out.  You don’t need to donate to join, but the projects get funds based on the amount of Facebook members who have joined their cause.  Help support Cleveland area artists and join the cause!

Lastly, I had a great show at Keller Williams last month.  I sold a pile of work, and had a great time.  Some of the folks from the Synergy foundation came by and I get a call a week later asking if I would like to have some work for sale at their upcoming event.  It will be December 4 at the Synergy offices.  VIP pre party will run until 8 pm and after that, it is open to the public.  I am going to donate a couple of things for their silent auction, and have work for sale-just in time for the holidays.  There will be a cash bar and a bunch of fun, so be sure to come by.

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Posted in Arts & Culture, Cleveland, Marketing, Social Media | 2 Comments »

Marketing and the Internet-Part 4:Your Brand

Friday, November 12th, 2010

Know your brand, know your audience

While this seems obvious, this can be tricky to keep clear.  You should always be promoting your personal brand.  Whether you are self employed or work for another firm, what you put out on the web, can always be found and seen.  Always be aware of this.  Online, your personal brand is your reputation and potential clients and employers will often Google your name before decided to hire you.  Keep your drunken late night brawls and embarrassing stories for face to face interactions with your real friends.  On the other hand, be real.  Your personal brand is about creating friendships.  People are more likely to do business with a friend, so make friends.  But since you never know where business might come from, make the relationships the priority, not the business that you do.  Use your personal brand to promote yourself as a leader in the industry, an expert in the field.  Interact with everyone equally and don’t be afraid to un-connect from someone who is bothering you.

Your business brand is a little different.  You should always connect with those who want to connect to your business.  Make it easy for them.  Do not use personal Facebook profiles to promote your business brand.  When potential customers or clients want to follow you, don’t make them send a friend request.  With a fan page, it is easier to build followers, easy for your friends to recommend your business to their friends, and you are creating an online business presence.  This means that those who “like” your page are opting in to get news, information, and relative information.  Use that FB “like” button on your blog and around the web to always be gaining new followers.  ‘

Since clients and followers are “opting in” to follow you, they want to hear what you have to say.  Feel free to promote your business and your industry.  Give them information about your field, including news and changes to legislation.  Do promote, but don’t be boring about it.  Remember that people don’t mind commercials if they are not boring.  If you use video, make it interesting.  Entertain or inform in order to promote.  Remember that social media is only a platform to reach your audience.  They want to hear from you, but if you are boring they can leave pretty easy.  Once upon a time, a television or radio commercial was the way to reach your audience.   If it way on a popular channel or program, it was likely to be seen or heard.  Those days are gone.  You can avoid advertising most places with a click of a button, so make the most of your efforts.

Know what your brand is and promote it as such.  Feel free talk about that amazing meal you had last night when you are on social media, but where do you talk about it?  If you post it to twitter or Facebook, use your personal account.  However, if you are a restaurateur, chef, or food critic or the like, use your business brand and put it in your LinkedIn status as well.  Perhaps even start a discussion about it.  If it was out, write about it on the restaurant wall.  Promote the businesses that you like and your clients are likely to promote you.

In any case, when you want to connect with someone, try to always use a personal message.  Let them know why or how you know them, why you think you should connect with them, or why they should follow your company or page.

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Marketing on the internet and social media-Part 3:RSS

Wednesday, November 10th, 2010

This is a reprint from earlier this year that fold quite nicely into this topic, so I decided to include it in this series.

What is RSS? And what is a “reader”?

How do I follow a blog?  What does “subscribe” mean?  What is RSS?  What is a reader?  Why should I care?  If you have asked yourself any of these questions, then read on.  If you are more web savvy, then read on anyhow and add your two cents in the comments.

I am a member of a variety of groups and meet regularly with fellow bloggers, marketers, sustainability experts and more.  Sometimes it is purely a social event over a few beers, and sometimes I get down and dirty with technical aspects of the net or green technologies.  Whenever I mention our blog, I invariably get a few questions.  If you have ever wanted to ask any of the above questions, then you are not alone.  I thought I would answer some of these questions here and demystify some of the process for you.

How do I follow a blog? Let’s start here.  A blog is like an online paper.  It can range from a big service that reports daily news with lots of articles, to a crazy person who rants and raves on a variety of topics whenever they are so inclined.  We strive to fall somewhere in the middle.  With the rise of the internet and services like Blogspot, WordPress, and even Tumblr anyone with internet access can become a blogger and put their own thoughts out to the world.  Following a blog means that you read their articles or posts whenever they put new information out.  To follow a blog, you can bookmark their site and visit it on a regular basis.  Some sites allow you to subscribe.  Subscribe means that you get the information delivered to you.  Just like getting a newspaper delivered to your front porch instead of picking it up at the newsstand, subscribing to a blog allows the information to come to you in a way that is easy for you.  You can subscribe by email (if that option is available) and have an email of new posts delivered right to your email account.  You can also subscribe to a blog in areader.

What is a reader? A reader is a service that goes out onto the internet and looks for new articles for you.  A reader goes to any blog thats that you have subscribed to and sees if there is any new articles or posts that you have not gotten yet.  If there is, then they bring the content to you.  Some email programs, like Outlook have a reader built right in.  There are also plenty of other reader services out there on the web.  With names like News Gator, Google Reader, Net Vibes and even My Yahoo, you can sign up and these services will put all new content together for you.  A reader or reader service allows you to follow more than one blog at a time and makes it easy for you to read new content.  When you subscribe to a variety of blogs, then these services will go out onto the web, find all new content for the blogs that you choose and put it all in one place for you.  For example, after you subscribe to our blog and a few others, when you go to your reader you will find new articles from Great Lakes Green Pages, Green LA Girl, Tree Hugger, or whatever blogs you subscribe to all in that reader.  You no longer have to go out to each individual site to read each of these blogs.  If there is no new post since you checked last, then there will be nothing in your reader.  Blogs do this by using RSS.

What is RSS? RSS stands for Really Simple Syndication.  When a blog starts publishing on a regular basis, they generally add an RSS feed.  This is like a newswire service (think UPI) for blogs.  It sends tells where the blog is and what the latest content is.  Blog readers use this feed to check for new content.  When you subscribe to blogs using a reader, the reader adds these feed “addresses” to their list of places to check and checks for you to see if anything new has been published.  When you see the symbol on the left you can generally click on it and subscribe to a blog’s RSS feed.

Why should you care?  The world is a rapidly changing place.  It used to be that one could get along just fine by reading the daily paper and watching the local and national news.  Now to be really aware of what is happening, you have to use the internet.  But sifting through all the content on the internet is a task all unto itself.  Then there is interesting stuff going on that is never picked up by the news or ever put into print.  I went to a great event last night called Eco Tuesday (which I will write about later) but there was no conventional press there.  There were other people there who likely write blogs.  When you subscribe to a blog like ours, you will be apprised of all the latest news and content that we write.  In addition, you can subscribe to other blogs that you find interesting and have it all delivered together in one place.  This is the future of news and information.  Blogs and the internet have lead the way in breaking news and information.  While CNN was reporting quiet elections in Iraq, twitter was abuzz with violence and protests that were happening in the streets.  Conventional media is at the mercy of the advertisers, while bloggers are more free to produce content.  So find your self a reader that you like, and start subscribing to this and a host of other blogs right now!  I’ll make it easy. Click here.

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Marketing on the internet and social media, Part 2:blogs

Monday, November 8th, 2010

To blog or not to blog?

Should you have a blog?  These days there are millions of blogs on millions of topics, so should you be one of them?  If you have a website to promote, then I say yes. For your business, a blog is a great way to keep new content coming to your site, increase your links from outside sources and build traffic to your website.  If you hate to write and you have no website, then perhaps a blog is not for you.  On the other hand, if you are unemployed or underemployed, it might be a great way for you to broadcast your depth of knowledge in a certain area and get you hired.

How often should you blog?  That is up to you.  The more often you post, the more often you are going to reach out to potential clients and build your base.  You have to know your audience and how often they want to hear from you.  You can post a lot at first, and see what sticks.  Just make sure to use Google Analytics and Feedburner as tools to see what people are reading.  Follow your stats, but don’t be obsessed by them.  Make sure that you know what an RSS feed is, what a reader is, and that you provide a place for readers to sign up to receive posts by email.

Promote your blog.  Post about your blog and what you are writing about on Facebook, twitter, and other social media.  Some tools will allow your blog posts to automatically go out over the web to your social media on their own.

What should I blog about?  This is a tricky question.  You want to provide one of two things: information or entertainment.  If your company is already producing an online newsletter, then there are the beginnings of your blog.  Each article could become a blog post.  Be careful not turn your blog into an online portfolio or a giant commercial, but don’t be afraid to put a little of your own work out there.  Figure out who you are trying to attract as reader, and then write as if they are already reading.  If you are writing to the masses, then don’t get too technical.  If you are writing to scientists, you might fare better skipping the generalities and get down to the technical nitty-gritty.  Once you develop a following, write for them, but be true to your vision of building your base.

Whether you blog or not, you should be reading relevant blogs.  Commenting on blogs with your website address give you extra points to search engines.  Be on topic and smart in your comments, though.  Too many comments that are just for links and you will be considered a spammer.  Most blogs now have spam filters and those kinds of comments are often blocked automatically.  Be real and be honest, and people will do the same for you.

Feel free to call me at 216-469-1579 to learn more about how Great Lakes Design Collaborative can help you build an online marketing strategy that makes the most of new media.

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Marketing on the internet and social media

Saturday, November 6th, 2010

Most people understand that the internet needs to play a part in any company’s marketing plan. The problem is that most people do not really know hos to use social media, or even the internet in a broader form as a way to build their business. That is why I have been so busy of late. I have been working with clients to build a social media presence and develop an online marketing plan. Over the last couple of months, it has become clear that many small business don’t really now how to use Facebook, other than in the personal sense. Most don’t use twitter, or even know how to. Some do not see LinkedIn as anything more than a tool to help them get a new job, should they decide to move on. Twitter, bebo, Ping, Facebook fan pages, Blogger, WordPress, Foursquare, Flickr, Linked In, Reddit, Technorati, My Space, Squidoo, Tungle, You Tube, Yelp, Loopt, Digg…. the options and the sites are endless. And just when you think you know them all, something new comes along and one of your favorites, closes up shop. Each site has a distinctive audience, and discovering which sites to tap into to make the most of your marketing efforts is something that is crucial to making the work you put in successful. There are some tips and tricks that you should know that will help you across the board. Since I am writing a white paper to present to my clients, I thought I could share some of this information here. Whether you are a casual user, a business owner who wants to make better use of the internet, or the marketing guru in your office, I am sure that you will find some information in these posts that you can use.

Know your platform

Each social media platform has its own style. So to use it effectively, you need to tailor your strategy to get the most out of it. To start with, make sure that all your social media profiles are filled out as completely as possible. Always use a profile picture; never leave it as the default. Business accounts should use their logos, or create avatars that reflect their business and profiles should be customized with the look and feel of your brand.
LinkedIn is a professional networking tool. In order to get the most out of it, you need to connect to people that you have a business relationship with. Join groups that offer business and networking opportunities. Follow discussions that are relevant to your industry and comment on them whenever possible. Keep all your interactions honest, professional, and positive. This is your place to promote yourself as a professional, if you would not talk about it in a job interview or a business meeting, then don’t discuss it here.
Twitter is limited to 140 characters. This is your place to speak in small bites. Use it to interact with customers, clients, coworkers, and friends. Keep you messages short and to the point, follow a lot of those who follow you, and check your DM (direct messages) often. Be sure to respond to them. Use service like Social Oomph to automatically send a thank you message to new followers. Make sure that your twitter page is current, and branded. Use a customized background. This may be the only time that someone checks out who you are, so make sure that you list other ways for people to connect with you.
Facebook is the place to try and engage in discussions, as well as give news and information. Fan pages can be difficult to create a following, but never stop. Sometimes, especially for businesses that serve businesses, it takes a long time to build up that following. Still, act from the very beginning as if you have a ton of fans. Ask questions and promote interactions. Always comment back on wall posts and answer questions. Promote other businesses and offer news and information that is relevant to your industry. Make your fan page the “place to be” for your market. Use it to post updates and offers as well. Always create links back to your homepage, but the more content you put into Facebook itself, the larger your audience will be. Some people on FB will not go out of it to see your You Tube video or visit outside sites, so try and hook them in here. Embed your videos, and place newsletter sign ups in the fan page itself. Create promotions that make fans “like” your page before they can enter.
Know your othersites. ITunes, Flixster, and Soundcloud are about media, so this is not necessarily the best place to talk about cars or food.  Don’t talk about movies on Scribd. Flickr is about images, You Tube about video.  Know your platform to use it to its fullest.

Feel free to call me at 216-469-1579 to learn more about how Great Lakes Design Collaborative can help you build an online marketing strategy that makes the most of new media.

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We don’t need your newsletter

Friday, June 25th, 2010

One thing that people think is that you can send anyone an email anytime.  Sure, if we have something to say to each other, even if it is a simple add me to your database or nice meeting you, then great.  I even welcome the personal, “This is what I do, and this is my company.  Can we help each other?”  However, just because we met at a party and I told you about myself and gave you a card, does not mean you should add me to your company’s newsletter email list for soap dispensers or floor wax spreaders.

These are interesting times.  Just a decade or so ago, the best way to reach your audience was to buy an ad.  Whether you made a commercial for television, made a radio spot, put an ad in a trade publication, or  even put an ad in the yellow pages or Better Homes and Gardens, traditional media marketing had the best sell through and response.  Still, people continued to create and send direct mail marketing to land in your mailbox.  Even now, I get ads and junk mail, though I have used some tools to reduce its amount significantly.  (I went to the Direct Marketing Association and signed up to reduce my junk mail clutter.  Surprisingly it seems to have worked.)  So how does one find your customers and get them to buy?  Most people turn to the internet.

Now, I have never really been bothered by spam.  I figure that spam is better than junk mail which takes paper, energy and more to produce.  However, I am now rethinking that.  Spam creation and distribution takes up a huge amount of energy that could easily be applied to more productive measures.  Furthermore, as people tighten their spam filters, it makes it harder for real email to get through-both from and to us.  So, it really begins to bother me when I talk to a salesperson and then they add me to their distribution list.  I hate signing up for anything online, as that just adds me to an email list that is sold around the net.  What I don’t get is that this is the same distribution model that was used for junk mail, and while it didn’t work for them, why would it start to work now.

When we started this business, I admit I rushed out to try and connect with every person I could and add them to my email list.  I didn’t send out a bunch of emails, but at least I had them in my Rolodex.  Problem is, now a few years later, a large portion have moved on to new ventures and new jobs.  What good is having a huge contact database if it is not accurate and most of them don’t do you any good.  When we started doing online branding and social media marketing as a service, I sent out our only email blast.  It was the perfect  time to clean up my database of old unusable emails and to remove contacts that didn’t want to hear from me.  Question is, I don’t know how many of them ended up in a spam filter anyway and how much time I wasted trying to get those emails to them.

So, if traditional methods do not work, then what does?  Social media and the internet.  People have turned to the newsletter as a way to get their message across.  While this sounds good, it is misleading.  Yes, people need to get added to the list, they may even have to sign up to get your content.  But i a world of spam, where hundreds of emails cross the desk of busy individuals, then your newsletter goes to the bottom of the read list.  By the time time they get the time to read it (if ever), you may have sent out another one or two.  Usually they are deleted without ever being read.  So what is the answer?

First off, if you do not have a blog these days, then you are missing the opportunity to add fresh new content to your website on a regular basis.  This new content is needed to drive traffic to your site.  Otherwise, your site becomes a billboard that most people have seen, but few pay attention to.  Secondly, you need to add social media to your marketing routine.  But adding it and using it are two different things.  If you only use twitter to talk about what you had for breakfast, then you are not really building the kinds of relationships that matter.  Facebook may be a time waster for lots of people, but so is television.  If you can get your message across to just a portion of the millions (or is it billions today) of Facebook users out there, then you are doing better than many.  Besides, if your friends “like” your site, then their friends see that and might check you out.  In this economy, word of mouth does more to promote your brand than any advertisement ever could.  Personal relationships are what matter.  These days, employers rarely even look at resumes and applications anymore.  They skim sites like LinkedIn for potential employees.  Service seekers are more likely to ask their twitter followers for recommendations than to check the Better Business Bureau.  Customers ask their friends where to eat, what to buy and who to hire for many of their goods and services.  So why are you wasting your time sending out a newsletter?

I personally am on a mission to reduce my email clutter.  I just unlisted myself from dozens of spam sending services.  I opted out of at least 15 newsletters today alone.  I didn’t want most of them in the first place.  We live in an online world with a 110 volt plug at the end, and if you are using email as your best means of advertising, then you are missing the boat.  Just my opinion.  If you don’t agree that is fine, but don’t tell me in a newsletter, because I won’t read it.

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