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8 PR Tips from a Professional Publicist Everyone doing DIY PR Should Know

As many of you know I didn't begin my career as a publicist or an entrepreneur....No, I began my professional career as a high school teacher (though I've come to learn there are several parallels and personality traits shared by high school students and those involved in the industries I work in, but those are stories for another day....).

When I began my career in public relations I was definitely starting out behind many of my colleagues, with more or less no industry experience.  This put me in the same position many small businesses and entrepreneurs are in who must rely on themselves to do their own public relations outreach.

Because of this experience I remember how valuable it was when I could ask for advice/tips/best practice methods from those who had more experience in my field.  Even today, years later, I find that these conversations powerfully impact my work in the PR industry.

Sometimes the best help comes from those who have been doing the job and doing it well for years, and are willing to be honest with you about how they do it.  Such a person is PR Guru Gwen Wunderlich, the president and founder of Wunderlich Inc., a boutique lifestyle PR agency in New York City.

We recently asked Gwen to give it to us straight and give the lowdown on a few of our most oft asked questions.  Find a list of what she dishes on below, and the answers in our Ask the Expert feature on what publicists know that DIY PR-ers should as well!
 

  • What do you think is the biggest mistake one can make when pitching their product to the monthly magazines?    
  • How important is a good looking website when you are a product based company of any kind?
  • What do you do when you believe a product is a great fit for a magazine or tv show but cannot get a response out of the editor or producer?  Give up?  New angle?
  • What is your opinion on follow up?  For someone you have no relationship with, how often do you REALLY think you should follow up?
  • What is one lesson you learned in your years of PR you wish you new sooner?
  • You specialize in fashion, beauty and accessories; what are some key things brands in those areas doing “DIY” PR should know about this area of public relations?
  •  What do you think is the main difference in results you find when pitching on phone versus email?
  • People often say PR is a marathon and not a sprint – have there been times you can remember that you have literally had to wait a long time, and pitch patiently and consistently, which eventually led you to an amazing placement?  Is it really all worth the hard work?
  • Why do you love PR so much even though it’s a darn hard job to do?

Find Gwen's answers HERE!

Motivation Mix Monday: Rod Kurtz of AOL Small Business Shares His Playlist & We Feel Good & Gangsta

Did you miss last week's inaugural Motivation Mix Monday featuring the Tin Shingle team members playlists?  Check it out HERE!

When we decided to start this blog series I knew that I'd want to pull from the playlist of this week's "guest DJ" as I know he understands the entrepreneurship hustle and I had a feeling from his tweets that he'd have a great set of motivational tunes.  He did not disappoint.  In fact, I downloaded several of the songs off his playlist before writing this blog.  Entrepreneurship can require you to dig deep, to work when you'd rather be sleeping, to pull on energy pools you didn't think you had left in you, to get up early and to stay late.  Fortunately for you, Rod's set list will help make that easier.

When he's not curating an impressive collection of hip hop's finest hits you can find Rod everywhere entrepreneurs can be found.  He currently serves as the executive editor of AOL Small Business and previously served as a staff writer and senior editor at Inc. and Inc.com, where he created and oversaw some of the site's most popular franchises, including "30 Under 30: America's Coolest Young Entrepreneurs". Recognize his face?  Probably because he is a frequent commentator on TV and radio, including NBC, ABC, CNN, MSNBC, CNBC, Fox News Channel, and Fox Business Network,as well as a guest lecturer in entrepreneurship at The Wharton School at the University of Pennsylvania.

That said, his Twitter bio is my favorite:
"Defender of all things entrepreneurial. And sneakers. I like sneakers."

Phew! With a resume like that his playlist lis clearly working for him, so without further delay let's get to it! 

AND, If you love Rod's tunes and all he does to support the small business cause, be sure to vote for him in the 2011 Small Business Influencer competition HERE.

Playlist of Guest DJ: Rod Kurtz, AOL Small Business
*thanks to Rod for the playlist notes as well - we always love to know the "why" behind the music choices!

  1. TI & Rihanna > Live Your Life
    "Isn't that what entrepreneurship is all about?"
     
  2. Notorious BIG > Sky’s the Limit
    "Ditto."
     
  3. Tom Petty > Running Down a Dream
    "Are we starting to see a theme here?"
     
  4. ACDC  > Money Talks
    "Capitalism."
     
  5. Aceyalone > Can’t Hold Back
    "I dare you to listen to this song and not be in a good mood after."
     
  6. Chiddy Bang  > Opposite of Adults
    "This just makes me feel free, whatever that means. And they shot the video a block from my apartment."
     
  7. Jay –Z  > Empire State of Mind
    "Sure, it's completely played out by now, but 'concrete jungle where dreams are made of' is still one of the best descriptions of New York I've ever heard."
     
  8. Nas > Made Ya Look
    "Whenever I've been away, the minute I get off the plane or train, I put this on. Just makes me think 'New York hustle.' Google the video."
     
  9. Michael Jackson > Beat It
    "I won't try to assign broader significance to this. Every playlist just needs a little MJ."
     
  10. Aloe Blacc > I Need a Dollar 
    "Theme song from HBO's How to Make It in America -- the best show about entrepreneurs on television."
     
  11. "Ke$ha  > TiK ToK
    "We all have our guilty pleasures."
     
  12. The Beatles  > Hey Jude
    "An uplifting classic to atone for Ke$ha."
     
  13. Dr. Dre & Snoop Dog > Deep Cover
    "A true hip-hop classic -- that kicked off one of the most fascinating entrepreneurial stories in music history. And yes, he went by 'Snoop Doggy Dogg' back then."
     
  14. Geto Boys  > Damn it Feels Good to be a Gangtsa
    "A great walk-home song at the end of the day. When things are going your way, we all feel a little gangsta."

    PS - Don't forget to vote for Rob, entrepreneurial gangsta, HERE in the 2011 Small Business Influencer competition!

 

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Eating Our Way Through Smorgasburg - Independent Food Brands at their Finest

I love hearing the stories behind the businesses and probably just as much, I love the amazing products and services they create.  Buying from small businesses exposes you to so many innovative and fresh new ways to shop, eat, dress, decorate, live....the list is endless. 

Yesterday I experienced this first hand when I checked out (and proceeded to eat my way through) the Brooklyn "Smorgasburg", a food market the New York Times recently referred to as "a conglomeration of about 100 purveyors, including hawkers of handmade food, Greenmarket farmers and cookware vendors, gathering weekly at the East River in Williamsburg, Brooklyn."  Situated on the waterfront in Williamsburg, Brooklyn with the gorgeous skyline of Manhattan as its backdrop, small tents, stands, tables and carts were set up by independent food and beverage vendors who were coming to sell, connect with customers and from what we saw, connect with each other as well (after all isn't that the key to entrepreneurial success, DIY and "do it with others"?). 

It took every ounce of control for me not to eat my way through the entire market because I'll tell you, food-preneurs know how to bring it.  The smells, the visually pleasing and tempting displays, the clever business names and ingenious and out of the box food creations and concoctions - it was a foodie's dream come true.  It's also heaven for someone who never tires of hearing about an entrepreneur's "A ha Moment", their business ideas or what they're passionate about. I mean it's one thing to go into Trader Joe's or Whole Foods and find a sauce, frozen food or dessert that's from a small business and feel good about purchasing it, but it's an entirely different experience when you see it up close and in person, and many times when at markets like this you're also able to connect with the founder/creator themselves  because like many entrepreneurs they are not only the mind behind the brand but also the cashier behind the counter, PR department, salesman, etc. 

Armed with my personal reporting equipment (Blackberry) and my foodie friend Amanda of the food & travel blog The Bourne Explorer, I hit the tents, and though my eyes were definitely bigger than my stomach (which means I have a stack of wonderful food that I honestly feel good about buying - and eating - at home now) we did manage to meet several great vendors and discover new food brands that will definitely be on our shopping lists in the future.  Not only will I be sure to visit them at the market this coming weekend (if you're in NYC I dare you to try to go just once), but for those of you not in NYC I've listed their websites in thsi blog so you can check them out yourself.

For a full listing of the independent vendors who sell at Smorgasburg visit HERE (I'm guessing this list will grow). 

One last thing before we get to what really matters (the food): Big Shout Outs, Snaps to Eric Demby, founder of Smorgasburg as well as the wildly popular Brooklyn Flea (market).  Giving independent brands a place to sell and showcase their goods is what this movement is all about!

SABINA & AMANDA EAT Tin Shingle-STYLE at SMORGASBURG:

McClure's Pickles - Though we promised ourselves we'd first make the obligatory "lap around the market" to see our choices and get the lay of the land, I decided to stop my search for a really good pickle at this  stand.  Not only was the tasting sample perfection and the packaging great, but their Detroit/Brooklyn connection sealed the deal for this Michigan girl.  I'm now the happy owner of the best Dill Garlic Pickle Spears this side of the East River and am also a fan of the recipes they post on their website.
*note: including recipes with your sales/products was a trend we definitely saw pop up more than once on our excursion to Smorgasburg.

Beth's Farm Kitchen - I think I love entrepreneur Beth Linskey as much as I love her mouth watering chutneys, pickled vegetables and jams that are anything but ordinary.  My mom is a food-preneur who is difficult to please in the food department, but I knew that she'd be a fan of Beth's Rosemary& Garlic Jelly.  Once you start looking at all the other jams (Blazing Tomato Chutney, traditional raspberry jam, fig jam, etc) you know you'll be leaving with something for yourself and someone else.  I also grabbed a couple jars of rhubarb chutney which Beth said would go well with potato salad (mix with a little bit of yogurt, potatoes, etc she says...).  Beth is the perfect person to have at these events.  It's hard work to stand up and keep on your "game face" and smile for hours in the 90+ degree heat.  This didn't stop team Beth's Farm Kitchen.  They are a great example of how one should work a food market booth.  They seemed happy to be there, excited to share their story and products, they helped me pick out things that my mom would like, that would work for a vegetarian like me, and even talked a little shop with Amanda about blogging (as entrepreneurs do).


As is the case with many successful small businesses, when the face of the business is as likeable and as well versed in customer service as Beth is, the customers are more than happy to be loyal and to spread the word.  It doesn't hurt that Beth has jams that are affordable & innovative and the perfect hostess presents, but her ease at connecting with customers (like us) ensured I'll be Buying Entrepreneur with her in the future.

Dough - Hibiscus Donuts?  Blood Orange Glazed Donuts?  Enough said.  Not only does Dough make a $2.00 doughnut that would make Dunkin' Donuts weep but they are perfect proof that small businesses have the ability to change things up and have taken the reigns in multiple industries when it comes to pushing boundaries, getting creative, innovative and new.  Dough: our tastebuds thank you!

DuMont Burger - When I first moved to New York City I lived in Williamsburg ,and on "special" nights we'd skip the take-out and cooking and head over to DuMont, sit in the tree fort-esque backyard and feast on their famous burgers.  The founders actually created DuMont because they thought the neighborhood was in desperate need of a great burger joint.  As entrepreneurs do, they built it, and like in Field of Dreams, if you build it (well) they will come.  DuMont remains one of the most popular spots to grab a decent dinner in the 'hood.  Sometimes it's all about the simple things being done perfectly that make food so worth talking about.  Amanda sampled their sliders at Smorgasburg and we'll take her word for it that they were amazing(since leaving the "'burg" I've gone vegetarian and could only gaze at the burgers with fond memories about how good they were).  That said, the vegetarians weren't left out of the feasting....

Asia Dog - This hot dog shop known for their Asian inspired hot dogs filled my need for something substantial/satisfied my recent hot dog cravings with a vegetarian hot dog called the "Mel & Steve".  I'm not always a fan of "fake meat" but this hot dog was amazing and came topped with Asian Sesame Slaw and scallions, all on a perfectly toasted bun.  The founders of Asia Dog started their company in a backyard of a friend's bar and just got their first Brick & Mortar store as well - go Mel & Steve!

Cemitas - Amanda walked by this booth several times where Danny Lyu was creating these sandwiches.  I think she ordered it because of how interesting it looked (and how many layers it packed in) and though Danny doesn't have a site up yet, I've linked to an example of this food-based work of art - HERE.

The line for Cemitas was a good enough review from the crowd.

Anarchy in a Jar - I think I would love this jam company for their name alone, but if that doesn't do it for you just check out their jam offerings: Ginger Pear, Strawberry Balsamic, Grapefruit & Smoked Salt...).  From a small business standpoint, we love how Anarchy in a Jar's website delivers all the information you need from them from their Twitter to where they will be selling next to their recent press.  Is the information on your website as easy to access?  Take notes from these savvy entrepreneurs!

Flour City Pasta - Visiting Flour City's tent was one of my favorite experiences at Smorgasburg because like Beth of Beth's Farm Kitchen, their product was innovative and enticing and their customer service was spectacular.  The vendor not only sold us on some amazing pasta (Chipotle Cilantro, Wasabi or Citrus pasta anyone?) but told us the story of Rochester, NY (their home base) once being the "flour city" of the United States, he included recipes for each flavor with our purchases and directed us to the website for more recipes and products. Another reason I've fallen in love with Flour City?  The emphasis on community and shopping locally their company you can find throughout their website and business.


You'd think we'd be full by now.  You're wrong.

Time for S'more...!

Whimsy & Spice - I've been craving s'mores since I moved to New York City and have been known to attempt to make them on a Brooklyn stove and once with a lighter...Both attempts failed miserably.  The team at Whimsy & Spice, however, were armed with "urban bonfires" (big blow torches) and gourmet marshmallows which they toasted and put atop homemade graham crackers & chocolate.  I was a happy woman.  Be sure you check out this husband & wife team online for both their story & their goodies!


The Brooklyn Bean Company
- I'm always looking for new ways to eat my vegetables and this booth tempted me right away.  Not only because of their massive bean selection but because the team behind the brand was so helpful.  I left with a pound of big, buttery lima beans and a recipe along with directions on how to best cook the beans.  Another thing I like about the Brooklyn Bean Co. is that their booth drew you in though was quite simple (pretty, white bags full of beans, big scoops and coffee bean bags stamped with their logos for you to take your purchase home in).  Simple, affordable and well done.

Let's wash it all down!

All this eating made us thirsty, and fortunately The Stand was there to make it all better.  Lemonade is a must in the summer and their lemonade took it to a whole new level - their Hibiscus lemonade was heaven.  The vendor/founder described it as "walking into a flower garden" and she was right.

There came a point that we had to stop ourselves before we ate ourselves into a food coma which was a shame as there were so many more vendors whose food I will definitely be coming back to check out.  The list will most likely grow weekly but for now you can read about them HERE.

Until later, remember to Buy & Eat Entrepreneur - it tastes delicious!

OTHER PICS FROM OUR TOUR DE FOOD:

The team behind The Stand

The line for Kelvin Natural Slush Co.  It never got shorter.


Part of the Market Share Outpost  team. Market Share Outpost is a new kitchen incubator space - we cannot wait to find out more about what they are up to!




A peek at the Asia Dog menu. Mmmmm.

 

Editorial Calendars & The Gym - Just Using Them is Half the Battle

This blog is about editorial calendars.  Eventually.....But the reason I'm writing about them is all thanks to the gym I attend in Brooklyn, where I live....(Shout outs to OTOM gym - another small business!)

The other day I was pounding away at the treadmill at the gym on my quest to get my "TV ready" body back (I seem to have lost it in college - ha ha) when I thought, "goodness, this just isn't exciting and I'm not seeing enough progress".  There I was, making my trips to the gym but my routine was getting old, I was doing the same thing over and over again, and I wanted to spice up my Get In Shape 2011 strategy.  There had to be other things I could be doing, and no, I was not ready to venture over to the weight room.

I sighed to myself and decided to keep on keepin' on with the treadmill work out, after all, what else at this gym could help me besides the machines and the weights.  Out of sheet boredom I started reading the signs on the wall all over the gym and I that's when I saw it:  "Zumba Classes, Pilates & Yoga in the basement". 

The basement!?!  I didn't even know the gym had a basement! Clearly I did  not realize there were classes that would be fun and a great cardio work out.  I could add to my fitness strategy plan and work towards my goals in new ways.  Sure I'll keep going on the treadmill but now I will have the chance to work out 2x a week with other people, in new ways, it will keep me going, put an end to monotony and give me new ways to get to the same result.

While reflecting on this discovery I began to think about a PR campaign and how in some ways it's like joining a gym.  Unless you're really taking advantage of all the ways you can reach the press and tell your story you are definitely missing out, you are not maximizing the work and time you're putting into your campaign and you aren't going to be as strong (PR wise) as you could be had you been taking advantage of new ways to reach the press.  One thing I see many entrepreneurs look over is ediitorial calendars.

As many of you know, in brief, editorial calendars ("Ed Cals") are the calendars magazines share that list all the editorial features they have planned out for the year.  Knowing what they have planned gives you the power to specifically pitch to stories you know they are already working on.  Sure you're pitching them fresh angles about your products and expertise on a regular basis, but are you hitting the ed cals as well.  Publicists do it regularly and DIY-ers should be as well.  To get more in-depth scoop about ed cals you can read out article about them HERE

That being said, just like I was missing out on new ways to get my body in fighting shape by failing to see new opportunities to reach my goal, some of you may be missing out on great press opportunities by missing out on the editorial calendars sharing what the media WANTS you to pitch them!  You can find them by checking the magazine's media ktis for them (often found online at the magazine's homepage), calling their advertising departments for them or if you are a member of Tin Shingle you can access them HERE for free. 

SEE ALSO: Need more info on tracking down a magazine's editorial calendar?  Read this article on just that!

Also, remember to think "big" in terms of what topics you are going to respond to in an editorial calendar.  Don't just search in fashion magazines if you are a fashion brand, don't just search in health magazines if you are a health expert - think wider.  Check magazines like Inc. or Entrepreneur who may be doing stories on small business, check gift guides out, check to see if they are doing interesting stories on mompreneurs.

Just as the more ways I find to work out will help me reach my goal, the more ways you find to connect to the press the better chances you have to reach your PR goals!

HINT: Want to learn more about using ed cals? Listen to this podcast on How to Use an Ed Cal to Get More Press!

We Love Tweeting Members. Especially When They Result in Sales!

This is the part of our job that we're addicted to: promoting our members. Members of Tin Shingle get to list their content on this website, in several designated sections: The Marketplace, Jobs, Events, and Link Love.

We hand-craft social updates for our Twitter and Facebook profiles to promote members when they add a promotional listing to their profile, which is then automatically featured on the home page and side columns of this website. And then, we see it with our own eyes, and write at least one tweet about it (for more details about this benefit, click here).

Most recently, we tweeted about the amazing waterproof car seat cover from Nomie Baby. A person in Twitter saw it, and responded. Nomie Baby tweeted back with a coupon code. We saw that tweet, and gave it an extra push with our tweet that gave a personal recommendation based on my own use of the car seat cover, and bam, a sale happened!

Here's a picture of how the conversation went down, ending with the final tweet of excitement, that Nomie Baby helped this mother, DWwithChildren, solve a problem (to protect her car seat).

Personalized Social Sharing on Twitter and Facebook

We can't guarantee this would happen every time, and the reason we saw these tweets is because we were included on each one, but we were happy to help, and ecstatic to see results. :)

Twitter Tips: Proper RT and #Hashtag Placement, etc.

Today was my first Tweetworking class after my maternity leave, and we covered a lot! I'll share some Twitter best-practices we covered in today's session, in case you were wondering about them as well. Next time, maybe you'll be in on the personalized session. Check in with our Education Center for the next Tweetworking class.

- When making a RT, do put a space between the person's name and the RT. This lets the twitter name activate as a link. Any twitter name should have the @ symbol in front it it, one space on either side of it. Example: @kjpixelated or @_preneuring (in this case, the _ is a part of the Twitter name)

- Hashtags can be used anywhere in the tweet. If they don't fit in the sentence, then tack it on at the end. For more on hashtags, I wrote this article that has examples.

- When someone tweets to you, it is OK to respond back, even if it's just a simple "Thanks!". People like to be acknowledged on Twitter.

Based on today's session and the level that the business owner was at with Twitter, we will be covering how to create short URLs, how and why to connect your Facebook and Twitter accounts (and what not to connect), scheduling Tweets using Hootsuite. We will review the homework for strategy building.
 

Generating Multiple Revenue Streams

If you can start your business, come up with a great offering and find a group of customers who will buy what you’re selling – you’re doing great. You’re an entrepreneur. You’re your own boss. Congratulations!

But what’s the next step? How can you take your business to the next level? Here are four strategies that you can use to build multiple streams of revenue by using different marketing channels, by creating different product/service offerings and by rethinking the business that you’re in.

CORE Create Once. Replicate Everywhere: Take your current offering and find ways to replicate that in multiple places. Find as many additional marketing channels (that make sense and are inline with your brand obviously) as you can and place your product / service there.

Break it down: Does your current offering have multiple parts? Do you provide both a product and a service? Is there a way to break those two offerings apart and sell them separately? Would someone want to buy one without the other?

Rethink your specialty: We all have learned something that other people might benefit from. Figure out what ‘lessons’ you’ve learned and find a way to package and sell those. Are you a stylist who does a ton of video productions – would you actually call yourself a video guru? Could you teach other people how to make videos? What works and what doesn’t?

Do you have an email list? A core group of customers/clients? Do you have a huge following on Facebook, Twitter or YouTube? Could you take advertisers or make sponsorships available?

By utilizing these four strategies (or any one or two of them for that matter), you can start to outline additional opportunities for your business and maximize your revenue streams.

For more on additional revenue streams, check out our upcoming  Q&A Live: Generating Multiple Streams of Revenue with Business Coach, Melissa Wildstein

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Tin Shingle Featured in the CRAVE NYC Guide

The CRAVE NYC Guide (the ultimate guide to women-owned businesses in New York City, featuring entrepreneurs YOU need to know) is out and we're so excited to be featured in the publication! There was an amazing turn out at the launch party and you could just feel the buzz! The entrepreneurs included in the book are seriously some of the top people to know in NYC. We also want to give a special shout-out to some of our members who are featured in the guide: 

Anabel Braithwaithe and Dorothee Brand of Belathee Photography
    Read more about Belathee Photography here

Sarah and Jenifer Caplan of Footzyrolls
    Read more about Footzyrolls here

Rebecca Rodskog of Rodskog Change Consulting
    Read more about Rodskog Change Consulting here

Erin Schiffman of Schiffman Creative
    Read more about Schiffman Creative here

Amy Abrams and Adelaid Lancaster of In Good Company
    Read more about In Good Company here

Tory Johnson of Spark and Hustle
    Read more about Spark and Hustle here

Congratulations to all of the amazing entrepreneurs featured - for more information on how to buy your copy of the CRAVE NYC Guide ($19.95) , click here.

We Welcome New Partner, Melissa Wildstein

We believe in strength in numbers and the power of a great team here at Tin Shingle. With that, we proudly introduce the new addition theadshot-melissa-wildsteino our team, who is both a partner and your Community Engagement Officer. Please welcome, Melissa Wildstein!  Melissa is a fellow member of Tin Shingle who has been courting the entrepreneurial life from the sidelines while at her corporate job as an advertising executive on Madison Avenue. She earned her MBA from New York University, a Rising Star award from the Healthcare Businesswomen’s Association, and was named one of 2011’s Ad Stars. She's one of our our own personal stars as well, as she mentored us on a business level from the day we met her in a business incubator years ago.

 

Just recently, Melissa has "Gone Tin Shingle" full time and quit her day job (read about it in the "Quit Day!" section of our Forum).  A Southern girl at heart, Melissa is going to be responsible for our community engagement activities - from networking events to parties to panels, and for personally reviewing your membership to find new and innovative ways to better use it to grow your business. She is welcome to your ideas or suggestions, and you can reach her at melissa@tinshingle.com.
 

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Featured Tin Shingle: Sharon Gaffney, Co-Founder of Meeble Mail

This week's featured Tin Shingle: Sharon Gaffney, Co-Founder of MeebleMail

Sharon GaffneyA big congratulations to Pro-PRENEUR Sharon Gaffney who launched her third business, MeebleMail, the most innovative, personilzed design service since Gmail unveiled their styled inboxes. Sharon is a graphic designer, and is obsessed with monogramming and stationery. When brainstorming a new business idea with her husband, she realized that a majority of her business is done via email, and she wanted a more designed space for it.

We interviewed Sharon for her entrepreneurial back story, knowing that she'd founded a graphic design firm and sold it. We suspected that decision was related to her having her first child, and we were right. Sharon expands on the feelings she had during this decision in our exclusive interview, and what she did entrepreneurially after that.

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