Solving The 'Real' Marketing Problem
78Are You Making Things Way Too Difficult For Yourself?
Most people fail in business because they don't know how to market their business.
They're trying to solve the wrong problems so they just end up wasting all their time.
They give up because the process becomes overwhelming. They don't realize they made it overwhelming!
Many will quit and start again. Quit and start again. Quit and... (you know the drill).
Because they don't know the equation to building real cash flow, they wind up creating a humongous problem for themselves that's virtually impossible to solve.
They create a marketing problem looking as complex as the one you see here below.
Your Path When Solving The "Marketing Equation" Sequentially
The Shortest Distance Between Two Points
Remember geometry?
Even if you didn't grasp 99% of what was covered in High School math class (even if you NEVER took math at all!) it's easy to see the fastest way to get from point A to point B is in a straight line.
Point A is where you're at now.
Point B is your business of choice thriving, generating new leads, customers and income like clock-work. Freeing you up to live the life you choose.
Keep things simple.
The Typical Approach To Business & Marketing (Not Recommended)
What IS The Correct Marketing Problem That Smart Beginners Should Start Solving?
As with everything else in life, once you 'get' something, it becomes pretty straight forward.
Success in life is based on getting certain concepts.
Concepts are like formulas or equations.
Once you have it, you know what to plug in first, then second, then third, etc.
This leads you to the solution in the fastest time possible.
Approaching business and marketing any other way is a waste of time, money and because of the stress and let-down, it can even be hazardous to your health!
Knowing the Formula and sticking to following it, makes things as easy as they can possibly be.
So Here It Is: The Business & Marketing Success Formula
Definition Of Success In Above Formula
Applying Just Part Of The Equation = Full On Confusion
Some people are putting a TON of themselves into their business.
They might love the 'idea' of what they do. They may even enjoy the subject matter.
Some may put in their sweat. Even tears.
But without the rest of the equation factored into this you'll be working too hard to ever see its potential. It won't be complete. It can't be because YOU are only part of the equation (in a moment we'll break this down a whole lot more so you know exactly what YOU have to bring).
Others are trying to Brand themselves but they're leaving out the "YOU" part of it, or they're marketing funnel lacks personality (which is essential to the equation and to your success).
Some are in business and don't even know what a marketing funnel is. Or, they sort of know but aren't sure how to put one together without becoming overwhelmed by it. They can't see where they're going so they get freaked out.
Let's Break It Down
Below we'll break down each part of the equation.
Starting with...
Understanding The 'You' Part of The Equation
Skip This And You'll Never Get There
In business its all about stamina. Even after you're business is rockin' and rollin' with leads and profits, you have to continue to be involved or things start to drop. Even billionaires have to proactively stay involved in managing their investments or, over time, it sinks. Ask any successful person if they quit working after they 'made it.' It is rare for two reasons:
1. A key trait in successful people is they love to create and grow. They love to contribute.
2.They usually love what they do (if they don't enjoy what they do then there is something driving them that's at their very core--like insecurities as just one example. That's not a healthy way to go).
The most fulfilling of successful people simply love what they do.
The key to being in the game and staying in the game is to do what you enjoy doing on a daily basis.
Are you in business to make money... so you can go do the things you love? Not good, trust me.
If you try to prove this part of the equation wrong, I feel badly for you because I tried. I wanted money to make a difference. I wanted it to help my family. To give to organizations I believed in. To be free.
But that's not enough.
You have to enjoy the subject matter of your business.
What books do you enjoy?
What kind of people do you like to associate with?
What would you read about, talk about, think about even if you didn't make money.
Choose a business that allows you to follow a subject matter without effort.
This allows you to be on top of the latest trends in your industry, or to follow subjects that your audience is interested in without effort.
That is KEY.
The second part of the YOU equation is making sure your interests, past career experience and skill-sets, and values are woven into the rest of the equation (shown below).
This requires a calibration process, which I'll describe in a moment.
But first...
What Is...
This Is Putting Your Personality Into Your Marketing
If people don't know what you stand for--they don't know you.
If they don't know you, they don't trust you.
If they don't trust you, they won't buy from you.
Skip 'branding' in the equation and you might grow a small business, but it won't grow exponentially, and it won't be solid.
Branding is adding the YOU part of the equation (values, interests, experience, skills, personality traits) into everything you do. This means that every hub page you create, every email you write, every conversation you have, every product you create or promote--it's all consistent with who you are and what you stand for.
Here are some things that can dramatically impact the number of people who click on a link you provide, read your emails, or buy from you:
Create a photo (and photos) illustrating yourself in these 2 ways:
1. A professional light
2. Lifestyle (collect photos that tell a story of your life)
Create video to tell a story
Video can be a powerful part of branding.
Use photos and videos to show yourself assisting clients.
Hire a professional company to assist you in create a well packages 'about me' video.
Tell a story, move people's emotions--illustrate that you can deliver the goods.
Package yourself.
Branding is about adding the YOU part into your message.
Use video and photos to deliver that message and big things will happen.
People will see you as credible simply because you took the time to show them who you are and what you stand for (not just in words, but with pictures).
Also...
The more clear you are about your message (which rises out of knowing who you are and what you offer your audience) the more your 'personality' will shine through everything you say and do in your business. This is what builds relationships through social media, email marketing and copy on a lead capture or sales page.
Study branding. It's part of this simple equation. Avoid it and you're taking a long route (which may never lead anywhere).
The Final Piece Of The Equation
Build Your Funnel...
The first section of the funnel is where you drive your traffic. This is a lead capture page or sales page.
Using online and/or offline marketing methods (like social media, networking, PPC or other forms of advertising) you send people to a page that captures a person's information in exchange for something valuable (a report, a video, a product, etc).
You then email to them with information they are interested in.
In some of the emails you recommend products that you've created or that others offer that you're an affiliate with.
Now, let's revisit the formula so we can calibrate this for optimal effectiveness:
Now That We Know More About Each Of The "Pieces" To The Equation, Let's Revisit the Formula
You + Branding
What is: You + Branding?
You've gotten clear on your values and have aligned them with the chosen business you're building. You enjoy the subject matter of your business, the people it would likely attract (because you're likely to share interests and values), and you enjoy following related news topics or subjects in that area.
Begin creating your message...
Be yourself, but professional
Study and learn about authors, news, events, people, topics related to what your audience is interested in. (Your audience are people you identify as those likely be want to buy the products you're offering).
Use photos and video to tell the story of who you are, what you stand for and that show you are trustworthy and credible.
Work on integrating your personality into your message (in your emails and communication processes with your audience). This simply means reflecting upon experiences, past and present, skills, and things you know about when you connect with your audience.
(If you're having trouble with the YOU part of this, don't worry because that is normal. You simply plug in your "best guess" into this part of the equation and begin learning more about yourself (this is the fastest way to reach your goal... its an unavoidable step and you'll learn by beginning... you'll build momentum. You'll then calibrate the formula going forward, as I'll explain in a moment).
Now Multiply That With Your Marketing Funnels
Now that you've started to put YOU into your business and you're illustrating YOU through branding, your next step is to multiply that part of the equation with your marketing funnels.
But how?
Your marketing funnels are the actual 'physical' locations where you collect leads (build your email list or contact list) and make sales (at sales pages).
Build one that focuses on a niche area of interest for your audience.
Then build another
And then another.
Each time you do you get better at what you do.
Soon you have multiple funnels that are bringing in leads and sales, targeting different needs of your audience.
Because you continue to identify new needs of your audience, you continue creating more funnels.
The result is exponential growth (thus, you are multiplying YOU + Branding with your funnels) to create exponential growth in lead count and sales.
Got it?
I'll expand upon this hub over the coming months and give supportive step by step training to build out each of the pieces of the equation.
As you follow along, you'll want to calibrate...
Calibrating The Equation For Maximum Effectiveness...
As you go forward in knocking out this simple equation, in a straight line (the fastest way between two points)--you calibrate.
How?
As you begin thinking more about who you are and how you want to be perceived in business (the part of the equation that is "YOU + Branding") and as you begin building your marketing funnels (lead capture pages, email follow up campaigns and sales pages), you learn.
You learn more about who you are and what kinds of products you want to sell and represent.
You learn more about what kind of leads you want to attract and who you want to work with closely.
You learn how to use the tools and you find better tools.
You are tweaking, always.
And this never stops.
This is the secret to success.
This is the fastest way between two points, regardless of where you are now and where you want to go next.
This is the secret, if there ever was one, to modern day success in business.
Check into this hub soon for more examples and illustrations. I'll just keep making the process easier and easier for you.
Partners in success,
Mike Klingler
A Few of The Upcoming Topics I'll Cover Next:
1. Where You At In Your Online Business Process (What's Left To Learn)?
2. Your Marketing Funnel (Build It Right The First Time)
3. Your Lead Capture Page (Stand Out)
4. Social Media Marketing (Stand Out)
5. Creating Your Own Products (Free Products and For a Cost)
6. Email Marketing (Its Easier Than You Think To Create Those Emails)
*** Be sure to follow me here at Hub Pages so the next time I publish you see it. Get a free account here at Hub Pages if you don't already have one and then become a fan.
CommentsLoading...
It took quite a while for me to "get" this concept at first. All of the tutorials seemed to fill my head with a lot of knowledge that I didn't know what to do with.
It wasn't until I went back into the back office and re-took the beginning tutorials in ORDER.
Take my advice, a straight line is also the best way to go through Renegade Professional.
Heh, great addition to this post Net-Traffic-Pro! Indeed going thru Renegade Professional in in straight line makes things go much more quickly!
Only suggestion I'd make is to consider that you are branding Net-Traffic-Pro with your username and not YOU!! So I don't know who you are ;-) Build your own brand for maximum effectiveness!
I have always been bad in maths but I think the YOU + BRANDING X FUNNEL part can be done.
Thank you, Mike.
The shortest path is always a straight line - but re-evaluating and course corrections are usually needed. I like to think of it as tacking like a sail boat. By looking at your results and making small course corrections you will get the the money faster - and learn more along the way by analyzing your activities. Many people never actually analyze their results before moving to the next step/product/business decision.
Dotty
Like Micheal Wilson most of my life has been the crooked line. Straight line is better.
Dotty, totally agree! That would be the calibration. Key.
Hi Mike!
Wow! Talk about the timing of this is exactly what I needed to hear! This is the continuation of our discussion about leveraging "assets" we already have! You are such a GIFT! I sooo appreciate you sharing your wisdom! Thank you sooo much!
Gratefully Yours,
Emma ;)
Have you been reading my mind? This is so much of what I've been talking about a lot recently. Love synergy like that!! Your clarity will help many.
Peace and Abundance,
Deborah Tutnauer
Mark, this must be one of the freshest pieces of information about internet marketing I've read on the web ever!
Thank you and congratulations!
@ Deborah & Emma, Thanks!
As the industry grows and expands (online marketing and entrepreneurial-ship in general) more and more people will be needing to learn the full piece, and they'll be ready for it.
There comes a point in which affiliate systems and MLM systems alone won't fill the need... I think we've reached that point. With google frowning upon (and arguably slapping down) those promoting affiliate programs on the front end (in order to prevent online users running into the same web page over and over again) its getting ever important for marketers to develop their own funnel. And that's a good thing! It means they'll have the power to create their own destiny and provide value in their own unique way, no matter how the tides turn.
@Andre - thank you for that! But my name's Mike ;-) I guess "Mark" is better than what some people have called me!!
@Morris - That was the story of my business life for a decade--which is probably what drives me to get this news out there as fast as we can!
@Ellen - You bet it can!
Thanks for your positive posts!
Mike
Hi Mike,
The overwhelming thought I had was-- I am going to call my dad and have him read this.
My dad has had a physical job for the last 15 years. He's 55 now. His body is prematurely breaking down.
As a result, he won't be able to work much longer. He has not prepared many other options either.
He will need to generate another income source. But he doesn't know how yet.
He has the stuff (and really, it's his best option) to start a small home based business using the internet as the significant vehicle to make it go.
He always says, "I'm gonna have to do something on the internet like you," which is his way of saying, Teach me (because I'm doing it now).
I tell ya, Smart Beginners NEED to have a smart source in order to have a smart start. I recognized this in you when I got my start at Renegade University back in June '08.
This Hub is a smart start (glad you said you'd keep coming back to add more info. I'm going to bookmark this page then)
This is important stuff. There are thousands like my dad (maybe more than thousands). They don't have a lifetime to make important financial decisions.
It has to happen Now. At least strong momentum has to be created.
Learning about the advantages of blogging, leverage points of internet marketing, and ALL the opportunity in social media -- it's a great formula, and doesn't have to take long at all.
But it has to fit into the equation you've provided--
(YOU + Branding) x Marketing = Success.
Thanks. This stuff works!
Eric Walker
P.S. Also glad you're going to continue expanding upon this Hub over the coming months. I'll be back, and send others too. This is a good conversation to join.
Mike,
You gave me that same less lesson 2 years ago, I turned it into a quest. Finally came back to the good simple basic training, why do we make it so hard.
Finally reached the right path, thanks Mike and your team,
Patty
Seems a simple equation....(A+B)xC=D
Now I just have to figure out exactly what each variable means for ME. I have the "You" down ok...Now I have to to work on the "Branding", and then subsequently the "Marketing Funnel". Oddly, I have ideas on both, but they don't mesh well. I can't be the only one struggling...Anyone else in this boat? Or were at one point and then had a "revelation"?
great hub... i think your equation is really right...
@Andy,
Not to worry. At least you're working on the right problem! You're miles ahead of where I was when I started.
I'll be spending a considerable amount of time over the next few months walking through each detail of the equation... we'll leave no stone unturned!
Mike
To some extent, a straight line, however desirable, is hard to achieve. One reason is what Dotty and you referred to above as small corrections. However, more traumatically, in the beginning, time is lost becoming certain of the right guru -or at least training system- to listen to. So some folks are listening to many "gurus" and that contributes greatly to the wiggle-waggle line as they impossibly attempt to do what they all are saying.
Some make a choice right from the start, perhaps like Eric, to dedicate themselves to learning from one source, especially for the first 6 to 12 months. To quote a hymn - "O what needless pain we bear" - if we could by faith follow Eric's example.
In any case, the key ingredients of the straight line are well outlined above. THE basics. Not to be confused with basic skills like opening a Skidoo or Hub Pages Account and writing value filled articles. No, and that is another part of the zig-zagging. Learning this skill and that skill... all without a firm grasp of THE Basics. To continue the sailing analogy, to focus on basic skills first can lead one to sail in to all manner of little harbors, around curious islands, etc. All of which is fine is you're on vacation. Attention to THE Basics is better if you want to get someplace.
I believe that your commitment to talking more about the elements of the equation you provided will indeed help folks to "get someplace!"
Thanks Mike, looking forward to it.
Great Hub!!!!
The hub is explicitly dedicated towards business. Various marketing technique which are explained in the hub is highly informative. How to get the trust of the customer is really knowledgeable. Thanks for providing so useful information.
Thanks Mike. I'll be looking forward to updates. Richard put it in good perspective also. I think where I am is I've got the "basic basics" down. (writing hubs, ezines, and squidoos, website is created, socializing, etc) Now I think where I am, is the "tweaking" to make sure everything is going in the right direction. I think my biggest issue is "Have I chosen my best niche?" and if so, "How do I steer folks to my marketing funnel?" What can I offer them that is just a little different from the others?
I do believe however, that I am going in the right direction, with the right tools.
I like the use of typography and images to demonstrate your points in this article. Particularly in the beginning where you show a "straight line" from point A to point B...and then another graphic of the "typical crisscross path" taken. Surely, your marketing processes need to be streamlined and clearly understood. Only then will they take you from where you are to where you want to be.
Hey Mike nice looking Hub hope your having a blast in Europe...
Mike,
I'm a "visual" learner and your drawing of "Typical Path Taken to Solve the Marketing Equation" totally resonates with me! That's been MY PATH!! I'm on the RIGHT PATH now as a SMART BEGINNER! I've got a lot of lost time to make up for, but I know that I can do it by putting into practice the teachings of leaders like yourself and others from the Renegade family who REALLY CARE about the success of others. THANK YOU for giving so much of yourself!!!
Really nice Mike, It's information like this that is the perfect example of 'leading by example'.(Especially in the you+branding part of the equation)
I'm aware that there is more to keeping it on the 'straight and narrow' than meets the eye, but you need to understand the picture that you want to create first in order to do that. And you always do a masterful job of painting that picture..
Like Eric I too will point people in the direction of this Blog...There is must to be learned here and I'm looking forward to future post..
Thanks Tom
Hi Mike,
I love your formulas. You're right on.
What advice do you have for beginners who don't know what their "You" is?
Sometimes it is hard for people to know what they bring. They're too close to themselves and can't see their own power.
How can we help people discover their "You"?
Thank you for this hub,
Julia
Hi Mike
Thank you for such an interesting hub, and it is so timely for myself as well. I am like some of the others I was the squiggly line. Now I am straighteing the line out an heading in the right direction.
Rosemary Leach
Great information here. I really get the branding YOU part. Thanks so much.
You have presented the concept beautifully and I get it. But to go from ideas to actions is a little scary. I've been the the maze of jumbled lines with its waste of time and energy. But it is a familiar path, full of detours and rabbit holes -- it is working hard but not working smart. I've concluded I can't be the teacher and student at the same time - I need to follow a mentor who guides me along. Thanks for your email and your acknowledgment that there were a lot of us out here floundering - it came just as I was reinvolving myself in Ren Pro.
The best part is discovering the YOU. When I realized that to make money, I needed to be a leader, I didn't really get it the first time 'round. TO BE a leader....hummm I found myself asking myself different questions, telling the truth about stuff I had hidden from myself, making those "small adjustments" and growing. I am hooked. One day I will be a flower! ;-)
Thank you Mike for what you do and who YOU ARE.
I spent alot of time at the outset of my campaign deciding which niche I fitted into and hence which I should approach, this has proved invaluable in streamlining my approach. However a broad brush picture of my business as a whole has been missing. I'm sure had I seen this hub (or something similar) 6 months ago my progress would have been far smoother. Looking forward with anticipation to future additions to this hub and the renegade system as a whole.
Thanks again.
Lee
Hi Mike,
I get to this hub page from your Facebook Fanpage discussions about Facebook and it's implications and..I am just flabbergasted at all the tremendous stuff you keep putting out there for us,so we can become better people and thus better marketers.
This simple formula,the straight line...which,for most of us isn't happening when we let other people and circumstances lead us...The 'Reaction versus Response (or action)process.
I can but thank you from my heart and,the best way to really thank you is to become a great marketer...and a great teacher...to make a difference!
My warmest regards,
Jan :-)
ps.talking about teachers,just an awesome answer by Eric Walker about his Dad...
I love this business!
Mike,
I stumbled upon this hub via someone else's page and I was mesmerized. It's really helped me to refocus as I was becoming a little scattered. Got everything in place now but I need to rev up the content and do more of everything. Trying to be different from the pack is the most difficult.
Thanks for all the value you just keep giving us. Keep up the good work.
Pat Price
Mike,
I loved the maths example that hit home with me.Real life example:-
Me not study maths+ I want to fly planes as I feel the love up there= who gives a stuff lets just give it a bash and see what happens+action and passion= unbeatable combination me with not only private pilots license but commercial as well (and damn if I can fail maths and get a license what else can I apply this to equals bigger self fulfilling prophcy)
Dare to achieve and make S#%$ happen.
Learn as fast as possible,apply,figure out what worked what didn't,get over yourself keep moving forward.
Actually heres an aerodynamics principle F=M x v2 Force=Mass x volume squared which equals kinetic energy or output so In Liz Speak to " The amount you force yourself forward and create Mass appeal (keep it real inspire move motivate be an example to others by being hey if I can do this what can you do or whatever UNIQUE angle YOU have)the more people are going to feel the ENERGY or positive output of you relating and appealing to where your mass amount of POWERFUL POSITIVE ENERGY is.
Phew.....Just thought I would add my 2 cents worth....Actually the above answer "Trying to be different from the pack is the most difficult" yes I understand that and been there myself but I basically nearly went bankrupt believing that "cooky cutter" lets be all the same crap...You know I heard there is no money in the middle..you either dare to be different and resonate with your true self and get real about it all or...gulp...JUST be and Just be Yourself and really reach deep within and pull out and get real about why you are here.
I do also understand you Pat about being scattered I definately go through that and I sometimes have to reign myself In but when you are aligned with your true being the content will be spilling out at the seams from you and you will be lying In bed at night dreaming of awesome content to share with your audience...go wild and experiment a little...relate to YOUR awesome audience via your multi-faceted self....Or maybe Im going a little nutty here myself...LOL...
Ok I am going to go step off my box..my soap box that is...and go put my mug in front of another video (feeling the joy feeling the joy).
Cheers Mike you rock it again and thanks Pat for having a voice and expressing some of your frustration..at least You are moving forward and taking action! :)
Some very good and astute information - you've connected some marketing dots.
Mike this YOU+Branding arrived right on Q. Now I can go for a long walk and get my head together. I knew there had to be a solution, a missing piece to the equation.
Thanks for solving the puzzle so simply.
I've been reading a lot of stuff about this.I'm 55 years old and need to take my business in a different direction. I cannot physically do it until I die! I love what I do, I eat, sleep, breathe it. Most people talk about feeding the funnel by capturing email addresses by offering something. What do you do when you don't exactly sell a product. I'm a Decorative Painter,I'm selling myself and my services. What can I offer free to get email addresses? Most of this tpe of advice never seems to be directed at people who actually do real jobs.
@Lesley Anne, I love your question. You remind me of someone who recently joined Patrice Walker at PBN (she teaches people how to create products based on thier prior or current experience/background, interests)--she was telling me about someone who has really ran with it who is a painter (can't remember what kind--very specialized maybe decorative as well). Patrice is taking people to that next level just as you described... try to do some research on PBN (can find some stuff on it at www.RenegadeProfessionalNews.com )... she has a great developmental workshop that's actually working for people in your shoes!
Mike, thanks for the quick reply. I suppose my question is, am I an Internet Business? Can any business be an Internet Business. When I read all this great advice, and I've looked into other sites too, it doesn't seem relevant to what I do. I don't want to sound rude, because your advice genuinely seems sound, but sites like this seem to be about people making money from advising people how to make money.I am truly willing to try and am trying to think out of the box. I'm good at what I do but I'm quickly realising that , as one person I can never make enough money, even if I work every week of the year. I certainly can't save to retire and that is coming up quickly.
How do I get hold of Patrice? I've joined her blog but I just seem to be going around and around in actually trying to contact her.
Mike, thank you for this VERY informative article. I'm building a new business around my passion and am great at putting the ME into my correspondence, web pages and social networking sites, but I don't have even one marketing funnel in place so I have some work to do.
Also, I just put my website out to my network for feedback before I fully launch and promote it, and some of the feedback has been to take 90% of the personal information out of the website (which is only on the "About Me" page). Are "About Me" pages to be entirely the business side of Me? I believe in Authentic Marketing and letting ME shine through what I do, especially since my business is ME. But now I'm wondering if I need to pull back information about me personally and show the WHO of my business by just talking business (client need)? I guess it's the "be yourself but professional" part that makes me wonder if talking about interests or values in my website is personal yet professional. I usually fall on the side of being an open book, which you would think would be great for building trust. Finding that balance has been a struggle.
This is a great hub. It's refreshing to see other people that get it. A lot of people just don't get it. They try to come up with a way to charge someone a dollar for absolutely every piece of content they come up with. They think to themselves, "how can I make money?" when they should be thinking "what can I do for people?" and "how can I provide people with a solution to their problems?" If you concentrate on those things, you will be successful. Be their friend first. Give them free solutions. Your goal should not be to make money off them. Your goal should be to help them, and in turn you will actually make more money, and your business will experience longevity.
Thanks for another great article, Mike. I think you touched on the big reasons many of us have a tough time getting out of gate when you write about "Understanding The 'YOU' Part of the Equation". Having been trained as an engineer and having worked in corporate America for the past 20 years, the real ME is buried under a pile of a "corporate world" identity that has been drilled deep into my psyche. Colleagues look at me with puzzled expressions when I talk "entrpreneurship" and "financial independence". To most of them, that's "crazy talk". The worst thing about that is that it's constant re-inforcement of the wrong mind-set that I'm subjected to for far too many hours of the day. There is still a great deal of "fear" that comes along with my dreams of pulling the plug on "9-to-5". I'm sure that many face this challenge and is one of the reasons for the "squiggly" path that they take. Anyway, let me know what my bill is for this therapy session, Mike:) Regards, Kevin
Mike,
Thanks for the straight talk. No beating around the bush.
I am not financially ready to join professional, but these hubs mean a LOT to me.
I am 58 with a low income and very physical job.
This is heaven-sent. Now I can start seeing light at the end of the tunnnel, by means of the funnel.
Michael Wilson 24 months ago
Mike,
I think my favorite one is the squiggly line between start and finish! Looking back, that convoluted path sure looks like the one I started on ... and many people take.
Great clarity you are providing.
Thanks.
Michael Wilson