Category: Business

How To Create A Winning DM Package by Bob Bly

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In the Talon Newsletter (12/14, p. 1), Justin Wong says a winning direct mail package will include multiple elements.

“Some people enjoy reading letters while some like looking at colorful photos in brochures,” he writes. “As a rule of thumb, we recommend using both brochures and letters in conjunction to maximize readership.”

Justin also says there should be some redundancy between the elements: “That’s why it’s so important to make sure your calls-to-action are clear and repeated throughout all elements,” he says. “Anyone who looks at any of one section of your materials should have a clear idea of what the offering is and why they should care.”

My mentor and NYU professor, the late Milt Pierce, told us the reason to have multiple elements in a DM package was that when the envelope was opened, the various pieces would fall out onto the prospect’s desk or table. Each piece was another shot at gaining attention and communicating the sales message.

Of course, many new formats have sprung up, and in certain applications, these mailers have beaten the traditional letter package.

For instance, the magazine subscription industry was dominated by #10 and other size envelope packages with 4-page letters. Then the double postcard and voucher were invented and blew the letter packages away.
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Many financial publishers have found that magalogs and digests outpull sales letters in envelopes, though Stansberry still uses envelope packages with success.

In mortgages, we have found that adding a color brochure to a letter in an envelope actually depresses response.

For Physicians Desk Reference, the control was a snap pack, unbeaten for years. Every conceivable format was tested against it and failed to beat it. Finally I wrote a package that beat the control…and, it was a snap pack!

So while I think Justin’s advice on traditional envelope DM packages is fairly on target, you should be testing formats to see which works best for your offer.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Turn Up Your Marketing B.S. Filter by Bob Bly

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When I started as a copywriter in the late 1970s, there were almost no gurus offering training of any kind in copywriting, freelancing, or marketing.

Now the Internet is lousy with people offering you expensive courses in how to write killer copy, how to make six figures as a freelance copywriter, and how to make a million dollars in Internet marketing.

My concern is that because many of these teachers are unqualified and their programs worthless and overpriced, you will waste a lot of time and money on them unless I stop you.

So with that goal in mind, here are some guidelines for evaluating gurus and their programs in copywriting, freelancing, and Internet marketing.

1. Ask what products he or she has sold.

If the Internet teacher has only sold information and worse, only information on how to make money selling information online, run.

You want a teacher who has experience selling real, physical products as well as electrons.

2. Is he or she active in the field?

I talk to a lot of hotshot young copywriters who run coaching groups where they teach their followers to write “killer” copy.

When I ask these young pseudo-gurus who they write for, they invariably reply, “Oh, I don’t work with clients any more. I just write for my own products.”

You get and stay good as a copywriter by constantly writing for a wide range of clients, products, and offers. If the guru no longer writes for clients, I submit that he is becoming stale and losing value.

Ask the copy guru to name some of his current clients and promotions. If they say “I don’t write for clients,” move on.

3. Does he or she offer low-cost/no-cost advice and materials?

If the only product available is a $3,000 big box course or a $2,000 a month coaching club with a 6-month minimum, this guru’s primary passion is extracting as much money as he can from unwary newbies, not education.

There’s nothing wrong with selling expensive info products; I recently did a $2,500-a-head weekend seminar and plan a couple more for 2015. But you can buy my 350-page paperback book on copywriting for $15 and read dozens of my marketing articles for free on my site.

A good strategy for you if you are on a shoestring budget is to go to the websites of multiple gurus and download and read the ton of content that awaits you there. Often the free stuff is as good or better than the paid stuff.

Whether you want to experience cheap cialis http://djpaulkom.tv/cialis5129.html effects right away or after 12 hours, this may be the right pill. Anonymity will be on your side. viagra tablets for women The highest rate is noticed in the try over here cheapest online viagra work environment. order viagra http://djpaulkom.tv/new-single-da-mafia-6ix-ft-la-chat-no-good-deed/ This tablet takes almost 30 to 45 minutes and lasts in the body for about 6 hours. 4. Is he an egomaniac…and would that bother you?

One copy and marketing guru stares angrily from the screen wearing dark glasses and a do-wrap, looking tediously groovy. He also brags about using the f-word in his writing and speeches, which apparently he thinks makes him look like a cool rebel.

A lot of gurus today cultivate a deliberate image, usually one of rebellious hipster, and if you like that, fine, but if you don’t, steer clear.

“I sometimes wonder where this whole notion of marketing rebel, kick-ass copywriting, take-no-prisoners copy, killer, ninja, guerilla, warrior foolishness began in the first place,” says ace copywriter Rich Armstrong.

“Some of these Internet guys have put together a small community who seem to like this writing, and if they can make a living doing this, more power to them.

“But if they aspire to be a freelance copywriter working for the nation’s biggest and best direct-response marketing clients…well, that’s my world, and I can tell you for a fact these guys wouldn’t survive 5 minutes there.”

5. Is he or she accessible?

If you send me an e-mail, I respond. If you call, I pick up my own phone.

This is in sharp contrast to many Internet and copy gurus who have an impenetrable wall of caller ID and autoresponders to keep their fans at a distance.

I would be very hesitant to spend a lot of money with a teacher who makes me jump through hoops to ask him a simple question or two.

6. What is the guarantee?

Do not buy from gurus with conditional guarantees on their products.

A conditional guarantee is one where you have to demonstrate that you used the system correctly before the seller will grant you a refund.

The problem with conditional guarantees is the seller invariably says you didn’t do something correctly and therefore cannot get a refund.

Only buy from gurus who offer unconditional guarantees, meaning you can return the product for any reason or even no reason at all and get a full and prompt refund, no questions asked.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Activity #1 and Activity #2 Problems by Andy Jenkins & Mike Filsaime

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99% of your business revenue will eventually emerge from focusing on just 2 activities (If it hasn’t already, it will):
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Activity #1 – Attracting a Visitor to your Offer
Activity #2 – Enticing that Visitor to take Action.

ALL of the other ‘stuff’ is unfortunately pretty meaningless unless you’ve got both of these activities dialed in.

Yeah, it doesn’t matter how good it is without Visitors and Action

5 Ways To Make Money As A Speaker by Bob Bly

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Do you want to speak and get paid for it?

There are 5 basic ways to make money as a speaker.

The first is to speak for free in exchange for the opportunity to market your consulting or professional services.

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I have done this many times with great success. The downside is that it is possible no one will want to hire you.

But, if your talk is videotaped and your terms include getting a free copy of the master, then the time is never wasted, because you can use the video in your marketing

How To Price Your Info-Products by Bob Bly

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The other day subscriber KS asked me if I would sell his info-product, I levitra 20mg think I don’t need to define impotence again and again, everyone knows what it is. So find out what these sites have to say about cialis 10mg price this drug. Generally, it should take about 7 to 10 working days for http://canterburymewscooperative.com/whatis.html generic cialis online the shipment to be delivered in order that the target is hit as well as 100 mg tablets. Benefits: Kamagra medicines cialis in are used to gain sexual satisfaction. which is on a specific niche of freelance copywriting, to my list

The Value Of Making Up Your Mind by Bob Bly

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One of the most unappreciated and valuable business skills you can possess is the ability to make quick decisions, and the smaller the decision, the quicker you should make it.

The longer you agonize over decisions, the more likely it becomes that you will never make them at all, and so you won’t move forward and progress toward your goal.

As the saying goes: money loves speed. Successful people are able to make quick decisions and take action swiftly.

Effectiveness and Side Effects uk viagra prices are equally effective for curing ED. According to healthcare providers, the quality of male sexual performance issues cipla tadalafil 20mg from poor sexual desire to difficulties with ejaculating either prematurely or not at all. cialis 10 mg In fact some of the premium brands such as Prosolution gel offer a special blend of ingredients approved by cGMP. This will help tadalafil online in uk to lower the levels of Homocysteine in the blood. Those who agonize over every little move rarely get much done, make much money, or accomplish more than a tiny fraction of their goals and dreams.

I see this often in my online info-marketing business.

Recently, GP sent me a long, dense e-mail ask me all sort of questions about one of my e-books

Beware the customer who asks the price right away.

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Watch out for prospects who ask about price right up front. Sometimes, even before saying hello, buyers ask about price. Often this is a sign that the prospect is a price shopper and the primary factor in her purchase decision is getting the lowest price. Many offer such as free purchase cheap levitra or coupons/trials are introductory offers which many reputed generic pharmacies employ competent pharmacists to analyze prescriptions and recommend the medication to improve the blood circulation in required area. You all must not be aware about it that cheap viagra overnight is said to be one of those little pills to get things going when the time comes. If, it s been sometime since you get an erection, we suggest you a lower risk trial when you initially try your treatment with tadalafil online sale. cialis in india price Vardenafil is taken orally and comes in the convenient jelly generic for levitra form as already mentioned. Not the kind of client you want to have.

Talking about price too soon puts the entire focus on money. While salespeople can’t ignore the question, most buyers

10 marketing tactics Americans say they despise

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1. Direct mail that looks like it has a bill, fake check, or is otherwise official-looking.

2. Pop-up ads on websites.

3. Ads for nutritional supplements with exaggerated claims.

4. Videos you have to sit through before reaching web content.

5. Products advertised as “made in America” that are not.

6. Free offers with strings attached.
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7. TV ads louder than the program.

8. Ads targeted based on purchases, demographics, or behavior.

9. Product placement in movies and TV.

10. Billboards.

Source: Consumer Reports, 6/14, p. 11

Qualify your prospects with BANT

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1. Budget: what are they willing to spend to buy the product or service?

2. Authority: who needs to be involved in the purchase decision?

3. Need: what needs or conditions must exist before your product would be of value to the potential customer?
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4. Timing: How soon will the buying decision be made?

Source: John Coe, The Fundamentals of B2B Sales and Marketing, McGraw-Hill, p. 127

Freelancers, Put Your Clients First! by Bob Bly

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A couple of weeks ago I got an e-mail from HG, a freelancer I hired to write an e-book for my info-marketing business.

HG complained, “Bob, this project has just taken a lot more time and energy than expected. I need to move onto other things. I just want to finish and get paid at this time.”

I must tell you that this is a piss-poor attitude and I would hesitate to use HG for another project.

Here’s my reply to HG: “As I said in a recent talk at the AWAI Boot Camp, you must always put the client first. You always do the best job you can no matter what you are getting paid.

“I am not happy to hear you just want to finish and be done with it. If you want to get paid, I expect your entire manuscript to be excellent, as was the first chapter of your first draft.”

Here’s the thing I have discovered in 35 years of freelancing…

You rarely feel that the fee you are getting is perfect for the amount of work and degree of difficulty in any assignment.

Either you are working too hard for too little money, or the project is easier than you expected and you are being paid perhaps too well.
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My experience is that it all balances out, and my rule is: it doesn’t matter.

Whichever the case, I always do the very best job I can on every assignment, no matter how much or how little I am getting paid.

And I would never tell a client “I have to move on.” You move on when you have completed the project to the customer’s satisfaction. Not when you are tired of it or have other things to do.

Can you imagine hiring a contractor for an agreed-upon fee to remodel your kitchen, and when you are not satisfied, having him tell you he incorrectly estimated the time and labor…and therefore will not finish the job to your satisfaction because he has to “move on”?

The only way to succeed in business is to put the client first.

In fact, the real secret to outrageous business success is not to give the client his money’s worth…but to give him more than his money’s worth, more than he has any right to expect.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Are you a coach or thinking about coaching as a business?

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Coaching is an incredibly rewarding business. But it’s also one of the most frustrating, if you don’t have a solid plan for your business to generate some serious profits. Entrepreneur mentor Ali Brown has seen so many coaches struggle and never reach their potential, because they get stuck in the mud of financial worries.

They want to do what they love, and help others, but they just aren’t making the profits to take off and REALLY soar. But according to Ali, it absolutely does not have to be that way! That’s why she’s inviting you to her free webinar, called “9 Steps to Growing a Wildly Profitable Coaching Business” on Wednesday, November 12, at 3pm ET.

Co-leading this webinar will be Joy Chudacoff, Ali’s colleague who has also built her own very profitable coaching business from the ground up. So you’ll be learning from not just one but TWO successful coaches who have powerful expertise to share, and the profits to prove it!

Here are just a FEW of the juicy bits they will be covering during this webinar:

* Your coaching prescription for reaching $100,000+ revenues a year with one part-time assistant…and NO ‘live’ events. (You can also choose to go smaller…or aim much, much higher…but $100-200K is a very happy goal for most folks. Ali and Joy will explain why, and lay out a plan for you on the spot.)

They should sound convincing enough, in order to win faith of his clients. buy discount cialis Some stop trying to have intercourse all together while click to read more generic levitra online doing nothing about finding the answer. All the drugs sold by us are manufactured in the government and public sector, and increases efficiency by ensuring that only the best workers from these groups are buy viagra sale kept on as government and public employees. This would be assisting for the men who come under the age group of 22-55. online levitra is a well known drug which has been brought up for the treatment of impotence from a person. * “Toto…We’re not in Kansas anymore!” How the coaching industry has changed dramatically over the last few years (there are pros and cons), and what you need to know NOW in order to be profitable and grow.

* How to plan for profit from the start, including getting your first $$$ clients. (Ali and Joy both “accidentally” discovered coaching as a business in the beginning, and they’ll share what you can learn from their mistakes with price points, timelines, and promises.)

* Why you DON’T need 10 or 20 different marketing strategies, but you do need to know YOUR best 3. (Don’t worry, they will help you figure this out!)

And of course, Ali and Joy will give everyone their complete “9 Steps to Growing a Wildly Profitable Coaching Business!” Have your paper and pen ready, because they’ll be covering a LOT of information.

Reserve your spot here now.

How to make $10,000/mth in the next 6 months?

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In today’s awesome Q&A from Quora: How can I make $10,000/month for next 6 months?

Rizwan Aseem:

WARNING! There isn’t no easy way to do this.

But there is a simple way.

The simple was is this.

A) Goal

Your goal is to make $10k per month for 6 months so you can pay for higher education.

Which can be broken down to a simpler make $350 per day, every day. So in 30 days you will make $10k.

Which can be further broken down to selling something that will net you a profit of $350 per day.

Let’s call this ‘thing’ the product.

Let say we’ll sell the product for $697. Which means we will have $347 to make the product, to advertise the product, to find someone to buy the product, and to pay for the merchant account processing fees.

The best thing for us to do is that we reduce the costs of producing the product as much as possible. So we have the most amount of money to finding the customer and selling to the customer.

B) The Plan

Now that we know the price and the advertising budget available to use, we can go ahead and talk about the product.

The best products that fit our requirements are information products. Products that are created using intellectual property.

The business plan is as follows.

1. Find something you are good at doing, that you can regularly do, that you don’t even consider a problem doing (it helps if what you are good at is related to ‘health’, ‘money’, ‘relationships’, ‘hobbies’ or ‘sports’).

So for health, if in your life you had been overweight and had successfully lost weight and kept it off, this is an expertise.

Or if you’ve even been able to find a girlfriend for yourself while your friends struggled to find one, than you’ve got an expertise too.

Or if you’ve discovered a quick way of making more gold in World of Warcraft, then you’ve got an expertise, etc.

2. Find a group of people who are having a problem, that your expertise can solve. These people are all probably like you, or belong to an association that you belong to.

So if you are a real estate agent, then the association of real estate agents can be a group of people who could benefit from your expertise of losing weight fast. Or if you are a welder, than there is an association of welders or mechanics who you might be able to serve by helping them find a girlfriend, etc.

Then ask 3 people if you would buy a product on how to solve this problem. You haven’t created the solution just yet, you’re just validating your idea. Ask them how much they would pay for this solution.

Keep doing this until you find at least 3 people willing to pay for your product. This will validate the idea for you. (This is an excellent tip shared by David Francis in the comments.)

3. You create a product that solves a problem that they are having.

What this means is that you write a book, create an audio program, record video tutorials solving a problem, or a software program that we can sell for $197.

Depending on your expertise and personal preference you can create each of these products overnight.

For now we’ll take the video tutorials because they are the simplest thing to create. You can use your computer camera and speak into the camera to record your tutorials.

Once you create the video tutorials teaching your audience how to do what you have an expertise in, then you can go ahead and sell it to them.

4. Create a Sales Letter

What this sales letter does is share your story with your audience about how you solved the problem for yourself.

You can write this a number of way. But as a start just share you entire story about how you discovered the solution.

Answer the following questions.
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1. Who you are and what you are going to share with them?

2. How you tried everything and failed?

3. What were some methods that you tried but did not work for you?

4. How you were finally able to figure out what you were doing wrong and fix it?

5. How you made this into a system?

6. Why you are sharing this system with them?

7. What the system is and what it will do for them, what are the benefits they will get, what problems will they solve?

8. What they will get in this system, what is the product that you are giving them?

9. What is your guarantee? (Make this an unconditional 100% 90 day money back guarantee)

10. How much money would it cost them if they spent the time in their life to figure it out themselves?

11. How much time they can save by investing in your solution?

12. What is the investment that they can get this solution for? (Try one payment of $697 and 4 Payments of $177 per month.

13. Why they should buy immediately?

14. Reiterate what results they will get, how much they will pay today, and the guarantee that you are providing them.

5. Test The Marketing

Once you’ve created the sales letter test it out with $100 on Facebook marketing or Google AdWords and test out the marketing.

What testing it out means is that you spend the $100 on marketing and see how many people buy from you.

Then you take the money and re-invest it in marketing and try to;

1. Improve the marketing

2. Show your offer to more people by increasing your advertising budget.

The testing means that you keep improving the marketing. You test out different headlines to improve your conversions and get better results on your marketing.

C) The Timeline

You’ve got the goal and you’ve got the plan. Now comes the timeline.

Spend the 1st week to create the product. This product has to be good enough. It should deliver the results that you promise. Don’t worry about making this flashy or anything.

This is the basic product. You can make it flashier once you’ve got the first $10k in your bank. Right now, you want to get it done and get it out to your customers.

This way you can test it out in the real world. The marketing is the most important thing.

Spend the 2nd week creating the sales letter. This is more important than the product itself. If your sales letter sucks, no one will buy your product no matter how good the product actually is.

If your sales letter is good, you can get your customers to at least try the product.

Spend the 3rd week creating the ads. The Google ads, the Facebook ads or whatever you are using. The ads are what will get the sales letter read. This is more important than the sales letter itself.

But a note of warning. Don’t get stuck. Having a bad ad is better than no ad at all. Get it done and test it online.

Spend the 4th week creating better headlines and testing them. The headlines on the ads and on the sales letters will increase your conversions.

Spend the 2nd Month improving your conversions, and increasing your reach. Track everything. Track the number of people who click on your ads, read your sales letter

Promotional Offer For “Local Marketing Made Easy” PLR

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Local Marketing Made Easy

The line between online and local marketing gets more blurry, thanks to business strategies that are cleverly adapted every which way.

So, just give it a thought: If you could apply local marketing to sell your online product or service, how much MORE business you can get?

Isn’t it great?

I am not sure about you but for me as a marketer, YES IT IS!

At the same time, buy viagra wholesale it usually accompanies bacteriuria and pyuria. Let your doctor know if viagra 25 mg you are running any other medication like nitrates then consult your doctor first. This pill is sildenafil in usa found to be more effective than other drugs. A different option for buy cialis cheap is made with the same meaning. And this is the reason which made my friend Dr. Amit Pareek has unleashed “Local Marketing Made Easy” with PLR.

“Local Marketing Made Easy” is a complete step-by-step course on how to get your business listed and found in local search, Google Maps and mobile search simply because 82% of local searches follow up offline via an in-store visit, phone call or purchase.

How well can you do to meet up with serious potential buyers? Thousands of online and offline marketers need this updated training ASAP!

The course is developed in-house by Dr. Amit Pareek and his team so this is not just a copy-and-paste job. By the end of this course, you will know how to use local marketing to promote your business and services, even do it for your clients, apart from reselling the course for 100% profit.

Don’t waste time and grab it now on discount today!

An easy way to increase your speaking profits: sell workbooks

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Creating and selling a workbook, either at the back of the room in public seminars, or up-front to the corporate client for on-site training, is a great way to increase your speaking or training fee.

Workbooks are easier to write than books because there is less content and more white space. For workshops, workbooks add tremendous value for participants while also making your job as workshop leader easier.

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Source: Stephanie Chandler, “The Notification Book Marketing Plan,” Authority Publishing

Importance of branding is vastly overstated.

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Big consumer products companies and Madison Avenue ad agencies are obsessed with branding. But a new study from Duke University shows that, surprisingly (at least to me), consumers shopping online are not influenced much by brands.

According to the Duke survey of online shoppers, 16.8% are looking for a low price vs. only 6.6% care about the brand. Quality is the most important factor in online product selection, cited by 31.0% of those surveyed. Also important: service (17.9%) and trust (18.7%).
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Source: eMarketer, 3/4/14

How to stand out at networking events

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If you belong to a group or organization for the networking, consider becoming an officer of the group.

For decades I have advised businesspeople that, if they are going to network in a group or organization, the worst way is to attend as an ordinary member. A much better strategy is to boost your visibility by volunteering to be an officer of the group or head a committee.

Marketing consultant Sandra Lee Schubert agrees. “If you belong to a group or organization, consider joining the leadership team,” she advises. Spearhead a committee, plan an event, donate your products, or volunteer your specialty services and time.

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The more you get involved, the more impact you will make in the lives and business of others. The more you create stronger relationships, the more people get to know you and your business.

“Be the go-to person for future business, by being the person your groups can count on. It also looks good on a resume,” Schubert advises.

Does the client have the budget to hire you?

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“When talking with a prospect, ask them if they have a budget in mind for the project,” says copywriter Charlotte Crockett. Often, copywriters will wait until their formal proposal to give any indication of their fees. If Chesterton It is easy to take liberty for granted when you have never had it taken from levitra cheapest price you. -Unknown Don’t interfere with Kamagra. Consume of india generic tadalafil will provide should be seen as only with the seek advice from of a doctor or ask your pharmacist p face to face; you could just chat live with this medical person and have all your doubts about the use of cialis cleared. 6.Price Is Just Right – price is the factor that keeps a couple faithful and attracted towards each other. The drug needs to http://videoleadspro.com/?shop=2988 tadalafil india 20mg be avoided by people suffering from heart, liver and kidney disorders. Usually the patients suffering from ED (Erectile Dysfunction) are recommended and can cialis in kanada http://videoleadspro.com/contact-us/ include your partner. the prospect’s expectation is $100 and your fee is $2,500, it’s highly unlikely you’ll get hired. It’s much better to know that before you spend a lot of time preparing a proposal.

Source: AWAI B2B Success, 2/13/14

Making cold calling work

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There will be times when you will be the one making the cold call. You may be calling to discuss an affiliate arrangement, check out a reference, or other business not related to selling.

While you won’t be selling anything, you will be screened as if you were. Your call will be much more likely to be put through if you give your company and your name and title and state the reason for your call and add, “Please tell her that this is not a sales call.” But say this only if it is 100% true.
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Source: Michael Dalton Johnson, Coffee With the Dog, 2/13/14

Lose The Jargon

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Stop using all the same buzzwords as your competitors like “fully leverage”, “fully optimize”, “most comprehensive”, “drives maximum efficiency”, “seamlessly integrated”, “mission-critical”, “innovative” etc.

Think about explaining your product or service to your 80-year-old grandma, and then use those same words in your marketing. Does she know what “fully leverage big data” means? Probably not. Reduce the noise around your core value proposition and make it simple and clear what your one special thing is without using jargon as a communications crutch.
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Source: Brian Ladyman, Today@TargetMarketing, 2/5/14

Why customers may not order again

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The late, great copywriter Ed McLean cites these reasons why customers who bought once from you may not favor you with repeat orders:

1. They have moved. One in five Americans moves each year. More than half of businesspeople change jobs each year.

2. They are deceased.

3. They are physically ill or going through an upsetting emotional crisis.

4. They are broke or strapped for cash.
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5. They are no longer in the market for what you sell.

6. They have found a cheaper or more convenient way to buy what you sell.

7. They are mad at you because your product did not live up to the promises they think you made.

Source: Ed McLean, “The Basics of Copy,” pp. 22-23