Monthly Archives: December 2012

Candy Tips – How to Write Great Emails Asking for Referrals!

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Merry Christmas in advance! It’s time for another Candy Tip, this time on how to write emails asking for referrals that work. Most marketing and sales folk know that word of mouth is a powerful tool to generate new sales, and that the old adage goes  ”If you don’t ask, you won’t get.” That’s why it makes sense for salepeople to ask for a referral if they have just made a successful sale of say a lawn mower, property or car.

In the new economy of the Internet and eCommerce, online stores can also ask for a referral from a customer immediately after a sale. That’s what ReferralCandy does with an automated email to your customers. Assuming they like your product (and a good product always comes first), they’ll be happy to share it with friends that might want it too. But what to say in the email? Here are some tips and best practices that we’ve found through our interactions with numerous online retailers who are our clients.

Candy Tip #1 – Keep Emails Short and Sweet

So your customer has just bought that hot new item from your shop and is happy and excited by their purchase. She opens an email from you, only to find that it’s a long and winding road without a clear call to action which tells her what you would like her to do. So she quickly closes the email, moves on, and the opportunity is lost.

While there are certain cases where long and complex emails are better (e.g. you are telling a great story and building it up slowly), in general, you want to keep your emails asking for referrals short and sweet. Thank the customer for their purchase, and be clear in your call to action. Of course, you are free to add a bit of spice and colour in your email to suit your brand. Just not too much!

For example, in the sample email below, we’ve kept the email short and made a simple call to action “forward this coupon link” in a prominent colour and position at the bottom of the email.

Keep your emails short and sweet with a clear call to action.

Candy Tip #2 – It’s All About the Customer, so use “You” more than “I”

A simple rule in marketing is to demonstrate value to the customer. In other words, it should be about “You”, not “I”, “Me” or “We”. Demonstrate how your customer can benefit (e.g. get $10 cash!). As a general rule, if your email contains the words “I” or “we” more than the words “you” or “your”, you might want to look closely at rewording it!

Put yourself in the shoes of the customer. If you were reading your email as a customer, would you like what you are reading?

Candy Tip #3 – Have your Email Design Suit your Brand.

If it’s at all possible, you should use emails designs and text that suit your store’s character. What colours, fonts and designs best fit the message and image of your brand?

For ReferralCandy users, you can find out how to customize the design for your email based on our templates at the FAQ page below:

http://help.referralcandy.com/customer/portal/articles/792987-can-the-design-for-referral-emails-be-changed-

Bonus Tip –  Be Specific in what you Ask for

Finally, here’s an advanced tip that requires a bit of creativity and judgement. Referrals are often more effective if you are making a specific ask. For instance, instead of asking

“Do you know anyone who wants these nutrition supplements?”

You can ask,

“Brad, can you think of 3 friends who would want to get ripped with these awesome Bion-X supplements? Forward this coupon to them today!”

We think the second sentence would definitely be more persuasive as it is asking the reader to think of 3 specific friends who want to get a “ripped” physique. So long as the email is well-crafted and creative, it should lead to better conversions.

So that’s it for this week’s Candy Tips. Oh by the way, can you think of two friends who want to get more word of mouth sales online through referrals? Might want to forward  them this article.

5 Ways to Establish Your Own Brand as an E-commerce Retailer

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Internet retail continues to up the competition factor among similar brands. Department stores like Belk and Macy’s compete with a range of retailers, from Walmart to Nordstrom to each other. Shoppers visit their local electronics store to browse and then turn to their smartphones to compare prices on sites like Amazon and eBay. An increase in competition is forcing both E-commerce and brick-and-mortar retailers to quickly adapt to the ever-changing landscape — as it changes, they must find a way to differentiate themselves.

As an Internet retailer, one of the best ways to stand out among the competition is to establish your own unique brand. This can be especially tricky if you retail other brands, as most consumers will comparison shop and make a final decision that’s largely based on price. If you’re not competitively priced, then you better have something truly different to offer that keeps them from “bouncing” away to find what they need somewhere else. That difference is defined in your brand. Here are 5 ways to establish your brand as an E-commerce retailer.

Engage.

Engaging your customers is key in a competitive landscape. The easiest way to engage people these days is through social media. We will just go ahead and assume that your brand has a Facebook page (but if you don’t, then stop reading now and go create one!) Over-promotion is one of the biggest mistakes I see among brands on social networks today. Don’t talk about yourself too much. Yes, it’s okay to promote special offers and deals as they occur, but true social engagement is about relationship building.

Talk to your fans and followers. Ask them questions that encourage responses. The more specific you get, the better. According to an article on Mashable.com, questions, famous quotes, photos and tips are all types of posts that tend to get more responses/likes/comments. Here are some other examples of posts may that elicit responses from followers:

“Like / Share this post if…”

“What’s your favorite…?”

“Fill in the blank: _____…”

Try this strategy for a few months and you’ll probably see more customer engagement than you’ve seen previously.

Some brands are finding other creative ways to engage customers outside the social networking space. Threadless has an engaging experience built right into its brand. Everything the site sells is made by ordinary people. Artists submit designs to one of the company’s design challenges. The community then gets to rate and critique the submissions for inclusion in the Threadless store. The more votes a particular design receives, the more likely it is that you’ll see it on Threadless apparel, accessories or home goods for purchase.

Threadless Screenshot

Do Something Different.

TOMS Shoes did something different when they pioneered the “one-to-one” charity concept. This concept is built right into the essence of their brand. For every pair of shoes you purchase on the TOMS Shoes website, the company donates another pair to a child in need. This idea was so unique that many other brands have since decided to jump on board. (In fact, Skechers created a carbon copy of the concept in their BOBS shoe brand!)

Warby Parker embraced the one-to-one concept with eyeglasses. But they didn’t stop there. They went a step further to establish their brand in a unique way by giving consumers a new way to shop for eyewear. Realizing that most people would not feel comfortable buying glasses online, the company developed several different try-on systems that would enable customers to try before buying. The first is a virtual try-on software built into every product page that lets website visitors upload a picture of themselves and see what any pair of glasses will look like on their face. The customer can then choose to do a home try-on: Warby Parker will ship up to 5 pairs of glasses to them at no cost and allow them to try each pair for 5 days. They even include a pre-paid return shipping label so that you can send back the pairs you don’t like and keep the pairs you love. This creates an especially unique and reassuring experience for buyers who may be hesitant to shop for eyewear online.

Have A Unique Voice

Your voice is established largely in your copywriting. Develop a brand “persona” and keep that persona in mind when you communicate with your visitors.

One great place to do that is in your company product descriptions. Once you know your brand persona, write from that persona’s point of view. You can also approach it from an audience mindset. If your target market is mostly women in a certain demographic, write to that target market.

A great example of a company that uses creative copy to establish a unique brand voice and tell a story is The J. Peterman Company. Every one of their product descriptions tells an entertaining story that gives the product a history and unique personality. If you can relate to the story, then you’re more likely to buy the product.

J. Peterman Screenshot

Become an Authority.

Consumers need to be educated. They shop online, not just for competitive prices, but to find information about the goods they are buying. Integrate that information into your customer’s user experience. One of the easiest ways to do this is through a company blog. You can also create buying guides, or — as in the case of the men’s fashion retailer, Mr. Porter — a “stylepedia” of product terms.

Mr. Porter Screenshot

Offer Something Exclusive.

According to an article in The New York Times, many retailers are choosing to carry exclusive lines to stand out. As a brick-and-mortar store, carrying exclusive brands puts you ahead of your competitors, especially for those brands you carry. As an E-commerce retailer, the offer becomes even more exclusive: “not only can you not buy this item in another store; because it is only sold online, you must shop our site to get it.” In addition to offering exclusive brands, you may choose to offer online-only coupons. This works especially well if you have brick-and-mortar locations, because it forces customers to shop your online inventory in order to get the deal.

Some online retailers also use an exclusive members-only shopping model. Sites like Gilt Groupe, Rue La La and Fab.com offer exceptional deals on luxury brands. The catch? You must first be a member to shop. Gilt Groupe even requires that to become a member, you must be invited by someone who is already a member, making the experience even more exclusive.

As we’ve demonstrated, there are several ways to make yourself stand out above the competition as an E-commerce retailer: engage, be different, have a unique voice, be an authority in your niche and offer something exclusive to online customers. The first step in all of this is to figure out who you are. Define your brand, and then decide what makes you different. Once you embrace those differences, come up with innovative ways to engage your customers by creating a truly unique online experience.

10 Simple Ecommerce Conversion Rate Improvements to Make Right Now

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Ecommerce Conversion Tips

Conversion is a matter of putting the right pieces of your website together.

E-commerce conversion is tricky.

On the one hand you know that improving conversion on your e-commerce site can be a big win for your company. The more you capitalize on your traffic, the better off you’ll be today and in the future.

On the other hand, you know that every e-commerce website is different. Each company has certain characteristics which require a unique strategy.

In this post you’ll find 10 tips you can make that can improve your conversion. These tips can convert more customers by effectively communicating the real value your company offers.

Continue reading →

What Powerball Mania says about People and Perks & How You Can Leverage It

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If you live in the U.S., it was nearly impossible to miss the flurry of excitement surrounding the recent Powerball.  At $550 million, the multi-state lottery was the largest jackpot in history and everyone wanted the chance to win.

According to ABC News, over 189 million tickets were sold for the final drawing and reports of people waiting in line for hours at a chance to purchase the winning numbers erupted in local reports.

Though most know that they had a higher chance of being attacked by a wild boar than winning, the idea of getting something for virtually nothing never ceases to appeal to human nature.

In ecommerce, business people would kill for the kind of power a hefty jackpot leverages.  There wasn’t a Twitter stream, news publication or water cooler conversation that ignored the millions up for grabs.  And regardless of economic status, throngs of consumers turned out their pockets to be a part of it.

But amazingly, you don’t have to offer people a half billion dollars to get them talking about and purchasing your product. The power of perks is completely scalable and your ecommerce business can leverage the lottery’s success by creating undeniably beneficial offerings.

Free is Free, Even When It’s Not

Getting people to pay for perks seems like an oxymoron, but it’s actually the norm.  Anxious consumers spent $2, $20, $100 and more on a 1 in 175 million chance to win the Powerball. Regardless of the odds, Americans indulged because the idea of “free money” is worth the risk, even when the potential to lose is so great.

In ecommerce, you can make a free-offering, that isn’t even 100% free and gain major traction. Like with the lottery, it’s all about striking a balance and determining what perks justify which actions.

For some, spending $20 at a chance to win $550 million is completely reasonable. And many of those same people would see referring a friend for a cash bonus or “buy-one-get-one” as a perfectly balanced way to gain a reward.

You already have a leg-up on the lottery when offering your customers perks because you’ve guaranteed their return and removed the gamble. You don’t have to sell the farm to get the conversions you seek. It’s all a simple matter of determining what level of “free” inspires your customers to act.

For example, discount online retailer Ideeli tells their loyal subscribers that there is a $25 cash incentive for referring a friend that makes a purchase. This offer is anything but free because it requires the customer to talk about the site, send a personalized invite or social media share and then possibly entice the friend to buy in order to gain the reward.

ideeli referral program

Favorable as the offering may seem, it requires a bit of work on the customer’s part, making it a little less than free money.  For Ideeli, $25 is the price a new customer is worth. Were the reward only $5 maybe no one would bother referring or were it $50 maybe the value of a new customer would be washed out by the referral payout.

Set your own price marker on a perk and an action so that it justifies the partnership from an ROI perspective.  Then, you can start leveraging the lottery’s ability to get people to pay for something that’s “free”.

Getting People Socially Charged

One of the most astounding results of the recent Powerball jackpot was its omnipresence within social media.  The Atlantic Wire reported that 600 tweets an hour contained the hashtag #powerball the day before the drawing and more than 5,000 players took to Instagram to share a photo of their tickets with the same hashtag.

Even more outrageous was the lottery hoax that got 500,000 Facebook users sharing a Photoshopped picture of a fake winning ticket.

This kind of online reach is an ecommerce businessperson’s dream come true.  For many Internet-based sellers, the chance to tap into the ever-elusive social media world is a constant battle.  But what business owners have to realize is that consumers see chances to hype their social status as a perk.

The best way to get your brand to boom on social media is to understand what the benefits of sharing your message are for customers.

Bragging Rights

Everyone likes the opportunity to boast a bit and what better way to do so than through Twitter?

Give your audience a reason to flaunt your business and products.  As level-headed as you may like to think your customers are, everyone wants the chance to tell people they have something better than the rest.

Sense of Community

People like to feel as if they are a part of something. Engaging the world in discussion over shared wants, needs and fears can create major social buzz.

Discover the common ground that binds your customers and get them talking.  A mutual emotion or circumstance can inspire conversation.

Just for Fun

Sometimes you just have to let fun happen on social media.

Let go of the business-only side of your strategy and let people enjoy something silly that has to do with your product or service.

Despite what many marketers have said, there is a way to get some ROI out of platforms like Twitter, Facebook and Pinterest. According to Mik Pam, CEO of Pinagency, the social media sphere is an ideal place for perks.

“We’ve 
experimented on several rewards systems and found that social sharing 
rewards are the best return for our investment,” says Pam.

Just because people don’t go straight from “liking” your posts to instant purchase doesn’t mean there isn’t value.  Let the build-up seen around the Powerball inspire you to simply get people talking, then find a way to slip in rewards to bolster sales.

Avoiding the Rewards Backlash

With the exception of two very lucky winners, millions faced the disappointment of coming up empty-handed. The massive level of letdown when Powerball players realize they don’t hold the winning numbers is just as palpable as the excitement leading up.

News publications and satirical websites do their best to ease the pain of I-didn’t-win-a-titis:

How to Cope With Powerball Loss

Americans Lacking Basic Understanding of Probability Disappointed by Powerball Results

But little can soothe the crushed high-hopes of mansions and sports cars. And according to Linda Pophal of Strategic Communications, business owners have to be careful to avoid the same upset in their rewards programs.

“Offering perks is commonly used by 
businesses, large and small, to attract customers. Unfortunately, this 
isn’t always the best approach. There are a couple of big drawbacks of
 offering perks and discounts. One is that they come to be expected
 and people are reluctant to purchase anything or interact with the company
 without a perk involved,” says Pophal.

Pophal goes on to say that this doesn’t mean perks aren’t beneficial and effective, but the onus is on the business to determine the best recipe for their company and customers.

Not every customer will be prepared to fully commit to the requirements that will gain them a perk, but instead of setting them up for disappointment by dangling an empty coupon code box or unattainable discount in front of them, businesses can offer something of a consolation.

The Powerball does this by giving players with a few matching numbers smaller prizes to reward them.  Even a single right number can potentially double the money a participant spent on a ticket.

In the ecommerce world, Amazon shows how this balance of benefits can be accomplished.  The company’s Amazon Prime program gives members the chance to earn free two-day shipping on their purchases.

This offering is the ultimate perk that can be earned on Amazon, but it requires that customers pay an annual fee of $79 to participate.  For some, that barrier of entry is beyond what they are willing to commit to in order to gain the advantage of fast, free shipping.  But that doesn’t mean non-members are entirely excluded from the advantages of shopping on Amazon.

An alternative option exists for those unwilling or unprepared to pay the yearly cost that serves as a benefit to both the company and the consumer.

Instead of either forcing a customer to get involved or denying them any access to perks, Amazon strikes a balance by offering free shipping on select purchases over $25.  In this win-win scenario, Amazon encourages more avid buying and the shopper isn’t left empty-handed.

Perks don’t have to be “all or nothing” and they don’t require that business owners sacrifice more than they can afford to for little return.  It’s all about balance, not everyone can hit the jackpot, but that doesn’t mean that playing the lottery can’t still have its benefits.

5 Organic Steps to the Only Facebook Fans Your Business Needs

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Facebook spokesman, Adam Isserlis, recently shared with Mashable that part of their security improvements would include eliminating many erroneous fans from Facebook fan pages. They named compromised accounts, malware and deceived users as their reason for pulling the plug on this highly utilized strategy for increasing Likes.

Even though the most reputable small business marketers or social media specialists avoid using techniques such as purchasing Likes for pages, the cleansing enacted by Facebook this past August can absolutely serve as a reminder of how vital organic fan aggregation really is.

Why Are Organic “Likes” So Important?

There are many valuable reasons behind keepin’ it real when it comes to Facebook fan aggregation.

  • Accurate Analytics – Facebook provides amazing data analysis and demographics information to anyone who owns a fan page. Adding fake likes to that mix does little more than render inaccurate the only information you need to continually improve upon and grow your business’s social network.
  • Interactivity is Key – The theory behind fake Likes on Facebook is sound. Page owners want to provide the appearance that others Like their product or service offerings, and show any new visitors they wouldn’t be alone in their Like, if granted. However, fake fans will not Like your content. They will not interact on your page. They will not enter your contests. Last and most important, they will never turn into conversions.
  • Possible Page Deletion – Though not many pages were deleted in the last update, that is no accurate prediction of how the next update may affect those who have utilized less than pristine fan aggregation techniques. If your page is deleted you will have virtually no recourse and the chances of having it restored is absolutely zero.

The Only Fans You Will Ever Need

Always think quality over quantity when it comes to Facebook fans. 100 interactive fans are better than 1,000 idle Likes.

1) Begin at Home

Once a page is up-and-running, shoot out invites to all of your family, friends and acquaintances on Facebook and other social networks you frequent. This is the one case in which it is okay to be a bit more assertive in your requests. You need a small base of fans before you head out into the fray to look for more. Even if you have a relatively small social network to begin with, 100 real Likes from your acquaintances is a super start to building an organic fan base.

Direct and Indirect Follower Aggregation

There are direct and indirect ways to aggregate fans using the fan page itself to get interactive with others. The indirect methods are much more favorable to a brand’s reputation than the direct manner, but both have their uses.

2) Direct Aggregation

Direct aggregation is directly promotional. Use the fan page account itself to go to relevant, non-competitive fan pages and groups and ask that users follow your page and help to build your fan base. This direct approach may get you an influx of followers if done on pages with a large amount of followers, however, it may also get your account banned from those sites, as well as frowned upon for being so self-promotional or lacking in social media etiquette.

Indirect Aggregation Methods

Indirect aggregation methods are much more user-friendly. Just your simple and respectful interactions on other pages will garner you the true Facebook fans you are in search of. Before posting on any page, as your fan page, read the about section or other guidelines to make sure there are no rules against pages posting or commenting. Then you can get started.

3)  “Like” Like-Minded Pages with Your Fanpage

Etsy Seller – Bonsai Victor lets the Fanpage for a Bonsai tree selling site know his business collaborates with their products.

When you use your page to Like another, it shows up on your own page to show you are supportive. You can have up to 5 of these highlighted on your page at any given time. When you do Like a relevant page, post a message to their wall letting them know that you have. Be honest, and transparent, let them know exactly what it is about their page, products or services that you appreciate. As you can see from the example above, there is really no need to ask others to follow you

4)  Participate on Relevant Pages

Here Bonsai Victor is participating on a thread on a like-minded website.

Showing yourself to be an expert on a topic relating to your products or services goes a long way in compelling Facebook users to Like your page. Do not just leave a comment and move along. Linger, reply to others and in general, interact with respect with other users.

5)  Like Personal Comments

Bonsai Victor Likes comments from others on relevant websites.

Do not just willy nilly Like every comment in every thread you see on a page. This is likely to immediately or eventually be viewed as spam and bad practice. Instead, take the time to read through threads and Like the comments you agree with. Be prepared to explain why you did. Not only will this garner extra page Likes, but it will bring in like-minded Likes. What type could be better?

As working knowledge on Facebook fan page’s front and back end increases, fan page managers will find their own system and flow of fan aggregation that will return the most appropriate, valuable and organic Likes they desire.

Sources:

Social Media: 10 Ways To Increase Website Traffic

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Highway Insomnia

Are you looking for Internet traffic that will bring paying customers to your site? A quick search on Google will quickly show several sites that offer “free Internet traffic,” but what’s the catch? If these services are as great as they say, how do companies like Google still be in business selling clicks for more than a dollar each?

This article will teach you several methods for getting quality, targeted, traffic to your website.

1. Facebook

Who isn’t on Facebook these days? Facebook currently has over 1 billion active users and is considered by many Internet marketers to be their favorite traffic source. Succeeding in Facebook can be simple but it requires some time.

Since Facebook is all about “being social,” using it on a regular basis definitely helps. One way is to add links from all of your posts to your Facebook timeline. Use as much visual content as possible, as this will increase the likelihood of people viewing it. Have fun creating memes and use them to help build your brand!

2. LinkedIn

After you set up a great LinkedIn profile, start connecting with everyone you know. Help out your contacts with recommendations for the people you know professionally and add skills to their profiles. Many times, they will return the favor and add recommendations and skills to yours. Be active. Answer questions on LinkedIn forums and join groups where you can ask and answer questions. You can also share your LinkedIn profile with your peers off-line to help build your network.

When you meet people that might benefit from your website, ask to connect to them through LinkedIn. Sometimes people will connect using this method instead of e-mail as it seems less obtrusive than exchanging an e-mail address.

3. Google Plus

Google Plus can help give you social proof and improve your search engine rankings. Much like Facebook, you can engage with people and connect with them through circles. You should link out to your published content on your website. It can also be helpful to host huddles and hangouts.

If you’re using keyword terms, make sure you use your customer’s terminology. This will help you connect better to your customers.

4. YouTube

Video marketing can be a powerful tool in building traffic to your website. It can be a great way to create controversy and at the same time educate viewers. Make sure you include a call-to-action telling the customer what you want them to do. Have your URL in the video as well as in the annotations. Introduce your site as soon as possible in your video to help establish your brand. Create an interesting video description.

5. Pinterest

Pinterest is the fastest growing platform on the internet. The number of visitors has increased by an amazing 6% year after year. If you spend about half an hour 3-4 times per week adding pins and following other pinners, you get to grow a following. Pin your best articles from your website, but make sure they match popular topics on Pinterest. Take extra time to select interesting images as they will increase the likelihood that someone will share your post. Take some time to think of a great description for your pins.

6. Twitter

If you are not using Twitter to promote your site, you should start now. Twitter is a micro-blogging platform where every message can only be 140 characters long. It takes some practice, but with a little work you can create a Twitter following that will make you proud.

Two things you need to do when you set up a new Twitter profile is to create an interesting description and find an interesting background. You will also want to impress people with your rapier wit and thought-provoking style the moment they arrive. If not, at least make them believe you are more interesting than the sandwich they had for lunch.

Whatever you do, don’t immediately start promoting your product or service. This will turn people off and you’re likely to lose followers and credibility. Take the time to help others by answering questions and providing value. Selling your service or products will come later after you’ve established trust.

Start following people that are leaders in your niche. You can find them using Twitter search. Once you find the first one, you can follow their followers to quickly grow your list.

7. Writing Articles for Site Promotion

Writing articles can be a great way to establish yourself as an expert in your field. Most articles should be a minimum of 500 words. You can either write it yourself or hire a freelance writer to write one for you. It is important to post the article on a site that is in the same niche as yours. This way the people that read your article will already have an interest in your topic.

It is a good idea to pick popular sites in your niche. They usually have good traffic and you can get some from them. Don’t be surprised if you don’t get much traffic on the first article. It is generally a good idea to submit 3-4 articles at once. This way, readers see your name more than once and it gives you a great opportunity to build trust.

8. Blog Commenting

Proper blog commenting is not about creating bulk comments using an automated tool. It is about helping people and adding value to the conversation. If blog commenting is done regularly and correctly, it can be a great traffic source.

9. Posting to forums

Forum posting has received a bad rep in recent years because spammers have used these sites without providing any real value. What you want to do is the exact opposite. Forums can be a great way to learn more about your niche and eventually contribute to the community. It is usually a good idea to read and learn more in the beginning so you can get a feel for the people on the forum before you start posting.

Be careful not to directly promote your product on forums. This can be an immediate turn-off and can even get your account banned forever.

10. Blogging

We saved the best for last. If your website does not have a blog, get one. You should post engaging, well-researched articles a few times a month at a minimum. The search engines like blogs and so do readers. Just like with social media, it is important to build a community. You can use tools like Addthis.com to create sharing icons for Facebook, Twitter, and the other sites you’ve read about in this article.

Blogging can be a great way to tie all of this work together. Regular posts to your blog can be posted on Facebook, Pinterest, tweeted on Twitter, etc. These sources of traffic will help bring more people to your blog and your website.

What about that “Free Internet Traffic”?

So what about all of those websites that promise “free internet traffic” that were mentioned at the beginning of this article? Most of them use a method called traffic exchange which is the old tradition of “I’ll go to your site if you go to mine.” The problem with these is that most people will spend several hours a week going to other people’s sites. They in turn generally get very low quality traffic back to their site from people that almost never buy anything.

Conclusion

This article contains several great methods to gradually increase traffic over time. These methods don’t cost any money, but most require your time. If your goal is to establish yourself and your company as a leader in your niche, this is a great way to start.