#115 – Want to Add Video to Your Amazon Listings? An eCommerce Video Expert Tells What You Need to Know
Do you wonder how important it really is to include video in your Amazon product listings?
Today on the Serious Sellers Podcast, Helium 10’s Director of Training and Customer Success, Bradley Sutton welcomes Rob Burns, the owner of Video Telepathy, a leading video production service for eCommerce sellers.
Rob is going to discuss best practices for Amazon-specific product videos and give us tips on using video as part of your advertising funnels.
He’ll also tell a story of a business owner who used a $5000 video to help create $3,000,000 in product sales.
In episode 115 of the Serious Sellers Podcast, Bradley and Rob discuss:
- 01:30 – Rob’s a Fan of “America’s Finest City”
- 03:00 – The Coast Guard Offered Educational Benefits
- 03:40 – “Do You Work for Me?”
- 06:30 – Best Practices for Amazon Product Videos
- 09:00 – Shrinking Attention Spans Drive His Approach to Video
- 10:30 – You Need to Make Your Point In 59 Seconds or Less
- 11:00 – eCommerce Consumers are Becoming More Sophisticated
- 13:20 – What Type of Video Does Amazon Like?
- 15:50 – Using Videos with eCommerce Funnels
- 17:40 – What if You Want to Re-Target Your Amazon Buyers?
- 20:00 – Using Video Pre-Roll on Amazon
- 23:00 – Video Formats and “The Heroes Journey”
- 25:30 – Rob’s 30 Second Tip – Simple is Better
- 27:50 – A $5000 Video Helps Create $3,000,000 in Sales
- 29:20 – Bradley’s Search Volume Game
- 31:25 – Here’s How to Connect with Rob
Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Google Play or wherever you listen to our podcast.
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- Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
- Ultimate Resource Guide: Discover the best tools and services to help you dominate on Amazon.
- Helium 10: 20+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon business easier with better data and insights. See what our customers have to say.
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Bradley Sutton: Do you ever wonder how important it is to use video in your Amazon listings or just in e-commerce in general? Well, today we’re going to talk to a video expert who also has a story about a $5,000 video that created revenue of $3 million in the first year alone. How cool is that? Pretty cool, I think.
Bradley Sutton: Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that’s a completely BS-free, unscripted, and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And on the line today, I’ve got Rob here who’s not exactly a seller, but he helps a lot of serious sellers out there. Rob, how’s it going?
Rob Burns: Yeah. Great.
Bradley Sutton: So, you’re in San Diego, so is that where you grew up? Where were you born and raised?
Rob Burns: Pretty much, for the most part, I was actually born in Arizona, and pretty much just been all over everywhere, but I always seem to wind up coming back to San Diego. Every now and then, we’ll be like, “Oh, the taxes are too expensive,” or “We’ll go live somewhere else” or “You’d rather just pay more money to come back here.”
Bradley Sutton: America’s finest city.
Rob Burns: Yeah.
Bradley Sutton: That’s what we call our home here. But anyway, did you go to a college out this way or was that in Arizona or where?
Rob Burns: Yeah. Yeah. Well, I went to a couple of different colleges, but I started out here, and then I went to San Diego State Junior College first. Yeah, there you go.
Bradley Sutton: All right, cool. Now, what did you major in at San Diego State? That’s a known party school, but I’m assuming they actually went there to get some higher education.
Rob Burns: The major was business and telecom, and then I wound up actually getting marketing and design, and I went to a different school and got a degree in marketing and design. And then, later on, I was actually in the Coast Guard for a couple of years, and they paid for my college, and I got a second degree, in computer science. It’s kind of a mix between techie, nerdy, and artistic creative.
Bradley Sutton: Now, what was your kind of first meaningful, gainful employment coming out of the Coast Guard and college and things?
Rob Burns: Yeah, before I joined the Coast Guard, I actually had a design studio, and I think I was probably like 19, and it actually helped pay for school. And then, I just wanted to travel and I just figured, “Hey, I’m still young.” It’s like I graduated from high school early, and so I went to school early and then kind of got out. I figured, “Well, I’ll just do it, maybe a little more responsible and not just be a bum.” And so, I wound up joining the coast guard and traveled quite a bit. And then, that’s kind of the trajectory I guess.
Bradley Sutton: Okay. Cool. After the Coast Guard, did you go back to your design studio?
Rob Burns: Actually, it was my very last big corporate job. I got out, and I actually went to work for the Tech Data Corporation, which is I think now the largest computer distributor in the world. And back then, I think I was employee number 120 when I started. And when I left, there were like 2,700 employees or whatever. And I remember I was in an elevator, and the CEO was in an elevator, walked in the elevator with me. And like, he looked at me, and he was like, “Do you work here, do you work for me?” And I’m thinking, “Yeah, when I was point number 120 that you know, you back then, you know, you and I noticed that corporations aren’t for me. Kind of took a walk and that was it.
Bradley Sutton: At what point did you start really focusing on the video side of things?
Rob Burns: Yeah. I would say after I left the corporate job, and I was a director in sales and marketing. And then, we started this company, and we pretty much did all the marketing and we would for pretty much all the hotels, like all the major hotel chains. We would go in and we would do their photoshoots and do all their sales materials and put together their brochures and business packages for the sales team like that. And so, we would do all of that. And we even had a 5,000-square-foot printing plant where we printed all this stuff because we were just doing so much volume. And we grew that to a pretty, pretty big company.
Rob Burns: I mean, there are people that still remember the name of that new publishing. And pretty much every CFO from every, every major hotel chain called us up and said, “Hey, it’s an act of God, so we’re going to have to stop; nobody’s flying, nobody’s traveling.” We’re going to have to cancel our contracts. We were just sitting there dead in the water because nobody was doing anything at all. And so, we actually literally pretty much shut down about two weeks. Yeah. And we were just starting to do some video stuff. And we are also doing a lot of development of just anything really related to marketing promotion stuff.
Bradley Sutton: Okay. Now you are back though. People are wanting to do videos and things for a lot of different parts of e-commerce, and we’re going to talk about that a little bit later in the show. You know, I was looking at your website, and I saw there are different kinds of videos that I wasn’t quite sure what the difference is. But first, what’s in my mind might be the most relevant for a lot of our listeners who are at least Amazon sellers, and that is thinking about the video just on Amazon. I think the main thing that people think about when they think about video on Amazon is when somebody has the brand registry. Oh, are they EBC content where they can now add a video as kind of like the last picture in their pictures for the listing. I’m sure you’ve worked with a lot of Amazon sellers who do that. In your experience, what is kind of the best practices of what that video should be? How long should it be? What should it be about: the look, the feel? Tell us about that part of deep-diving into just how videos work and what format works best for what platform?
Rob Burns: I think, I would say at any given time, we probably have somewhere around 140-150 different individual projects going on. The good part about that is we get a lot of feedback from clients on what works and what doesn’t. We’ll follow up even a couple of months later and say, “Hey, how do the videos work and how are they working for you now?” And in the case of Amazon, really, Amazon’s really very, very particular about the kind of videos they want. They don’t want anything that smells of direct response or hippy or salesy or anything that makes it claim or anything like “buy now” kind of thing, like no putting of contact information or websites, even just like, “we’re the best” or something like that, which I wouldn’t do anyway. Because it’s bragging about yourself doesn’t convert. What they really like and what we’ve figured out are, we have a video called a product demonstration video, and basically, it’s showing the product being used and it’s putting that product really in the user’s minds, and the thing that we really just did keep coming back to this over and over again is the fact that when you create something like this: one, simplicity is super important. Two is you really want to SELL, you really want to put yourself kind of in the mindset of whoever’s viewing that video ad. How has that video gone to make your life better, know what’s in it for them, and really kind of focus on the benefit?
Rob Burns: The other thing is people’s attention spans are just really, really short now. And they’re shrinking too. Two years ago, we would say, “Oh yeah, a five to 15 minutes spokesperson video, those convert great.” But two years ago, really, like any video was awesome. People were just like, “Whoa, it’s amazing. There’s video.” And most people really didn’t know the technology; it kind of caught up and you could start running videos, do video marketing. As more of that showed up, the two main things were quality started mattering more and more. We used to use a lot of different things like stock footage, and we kind of integrate that into the video, and we were noticing when we use the stock footage you didn’t convert.
Rob Burns: And as we kept kind of upping our quality of the video itself, that really made a huge difference, which is kind of the inverse direct response where they’re like, “Oh, ugly sales page letters and things like that.” It’s for a product, I think especially e-com because you’re really trying to show your product in the best light, and you’re really trying to show that you’re trying to instill confidence in the viewer. If you have some kind of piece of junk video out there, then people, they don’t care about their video, they probably don’t care about the product. And so I’m going to look at somebody else. That was one thing that’s quality and then also the link to the video.
Rob Burns: So for an Amazon video, we recommend about 59 seconds or less. And what we’ll do is we’ll then talk about the benefit points. What are the things, not the features and not any kind of bragging points like, “Hey, we’re awesome, we’re the best,” but more things like, “increases heart health” or whatever¾anything that’s substantiated? Believe it or not, the less hippy, the better it converts, I think, because it makes it more believable and so people are starting to think online a bit more sophisticated. And I think some of the old school hippy used car sales type stuff doesn’t it really work. And Amazon will just ban you in a second anyway.
Bradley Sutton: Okay. Now, something I’ve noticed is there is a wide variety of these kinds of videos on Amazon. I’ll see some videos that are as a host, it almost feels like a QVC, where somebody is demonstrating it. Kind of like what you were just mentioning. I’ve seen others where there’s no host. It’s mostly showing the hands and stuff or just like glamour shots of the product. And there’s no voiceover. I’ve seen some videos that are just unboxing. I’ve seen some videos that are kind of instruction on how to put it together. How do you know which because you can only do one video? It’s like how do you know which one is for your product? Which direction you should go?
Rob Burns: Yeah. I think a lot of it has to do with the product, and I think they have something that is like Amazon live or something now where it’s really kind of QVC style thing where you can have your own shows about your products and have guests on and sets and things like that. And those are a little more direct response. But that’s the format they have. Some of the other ones for your products versus like an unboxing versus showing the products being used versus showing the hands. Most people, I think it’s really product-specific, so maybe it’s like some kind of cosmetic like face concealers and you’re definitely going to want to have models, and maybe do something where you’re putting concealer on and showing the results. Although you have to be really careful because Amazon doesn’t like before-and-after-type stuff. You have to do it in a way where it’s not kind of like before and after. And here I am weighing 300 pounds and now here I am looking like Superman after kind of thing. Then maybe some of the unboxing. If it’s something where it’s a product that kind of creates that lot of excitement, just getting the package then that’s a great one too for the unboxing and just showing how easy it is to open, set up and get started. It’s like one, two, three; it’s super cool. Those are great for that. Some of the hand things like maybe first say like kind of a cooking thing where maybe you’re showing whatever that product is. Maybe it’s a knife or some kind of cooking utensil or things like mixer and things like that. Then those are really great for just showing the product being used and putting in a mined diamond. The people are like, “Hey, that’d be a great knife for me to use.”
Rob Burns: And there was kind of imagining themselves using that knife because the way it’s shot. Those are good. Spokesperson videos; we would do really kind of product review videos where it’s like, “Hey, I just discovered this really cool new face cream and let me tell you about it and blah, blah, blah. And those were more QVC style and we never really tried to make it like a fake testimonial. We always want to stay in integrity and authenticity, but some of those are good. Those are probably the most likely not to pass Amazon material. Every now and then, if you shoot those, then those are great. Those are great ones. You know, especially if it’s kind of something you can show the product being used again. But I would probably opt-in for a demo video because they’re quite a bit less expensive and they actually convert better. Hopefully, that helped.
Bradley Sutton: Yeah, yeah, absolutely. Now speaking of that, you mentioned product demonstration video, but then I noticed on your website you had a different category of the product video. What is the difference in the video world of product, video and product demonstration video?
Rob Burns: Yeah, usually, usually the product video is going to have a spokesperson. And there’ll be talking about the product and then a product demonstration video is going to be probably not necessarily having a spokesperson, but just showing the product being used, having models show the product being used. There’s no one talking, but it’s supported by texts and music and benefit points.
Bradley Sutton: Okay. Excellent. Now, another thing that I see, I think people get that was pretty easy, but like video funnels, obviously, funnels are not something that Amazon sellers really deal with. It’s Amazon; there’s a listing. There it is. But whenever somebody is off of Amazon or maybe they want to take their Amazon product off of Amazon, they’re trying to build their lists. I mean, there are so many different reasons to use funnels, but like how does video play a vital role in an e-commerce funnel?
Rob Burns: Yeah. We even have like a little package. I think you saw probably a word where it’s kind of the top of the funnel. Video package. And basically what we’ll do is we’ll do a product demonstration video, but then we’ll also create a Facebook ad, an Instagram ad, a YouTube pre-roll video, and a retargeting video. That way, you really kind of have all your bases covered. If you’re doing an Amazon thing where maybe you’re still sending a product to a landing page before you actually go to the Amazon page. You might see like a YouTube pre-roll ad and it’s like, “Hey, get your free coupon code or 15% off or something. I’m on this face cream,” and that might be the YouTube pre-roll ad.
Rob Burns: And then it goes to the landing page, which might have the actual demo video showing it being used or something like that. And then, people can have their emails and then as soon as they had their emails and the thank you page, we give them a coupon code, and they’ll send them directly to the Amazon buy page. And then you can actually use coupon code to purchase. But then now you’ve actually harvested their emails, which is hard, well, with Amazon. Amazon is great because you can sell a ton of stuff and make a bunch of money. But you know what if you come out with a new product that’s very lateral to the last product you had and you want to sell it to people you’ve already sold stuff to because they’re buyers. You know, on Amazon you can’t really do that pretty difficult process where you collect an email list of people that got coupon codes, then you can do that. That’s one way you can use a funnel. And then also if they bounce off the page, and you don’t purposely purchase, then you also have kind of a retargeting video where you can say, “Hey, we noticed you’ve got to keep one code, but you didn’t actually purchase here,” You know, maybe it might be like, “Hey, do you want to talk to somebody?” Or maybe, can you answer some questions and put them in a survey funnel to help us serve you better. Or even giving them more additional money off, something like that.
Rob Burns: Or maybe, you could do a retargeting video where you all went to a Facebook or YouTube ad, but they didn’t take any action with a new retargeting ad and then you know, for that coupon code thing again because for whatever reason they may have gotten distracted or bounced off or whatever. You can also do this. if you don’t want to do kind of a landing page thing, cause some people want that direct to Amazon so that you can kind of bump up your Amazon ranking, then you can actually do the same process but just drive it directly to your Amazon page where you can drive an ad to your Amazon page and your Amazon page is going to have a demo video on there to help show the product to help inform people. And then, you can go from there, but you just don’t get that extra lead.
Bradley Sutton: Okay. You know, part of what I see a lot now is, I think it’s maybe along the same lines that you’re talking about for the video funnels is because whenever I watch YouTube videos, there’s always these pre-roll ads. Oh. And they only seem to like go on for like five, 10 or 15 seconds. For people who want to use, do you use that? Because I know there are some people who are crushing it, like using these YouTube video ads. I honestly sometimes think I have clear, I mean usually, think the majority of people are just waiting to be able to hit that skip button, you know? That we all do. But I swear there’s been a couple of times where I’ve hit it, but it’s kind of subconscious. Like I don’t even remember what baby actually hit it. What are some good practices, you know, when you only have five, 10 15 seconds to catch somebody’s attention? Well, what are some good practices? How can you get somebody to click on something when you only have five or 10 seconds to get their attention?
Rob Burns: Yeah, YouTube video ads; they’re kind of opt-in popups, they’re super annoying but they work really well so people still use the kind of thing. And with YouTube pre-rolls, the biggest thing is you really want to kind of script it. You really want a script in your hook so that you hit him with a hook in the first five or 10 seconds because you want them to take action. You want to say something super compelling; it’s going to get them to click on the button. Maybe it’s the open-loop question, maybe it’s “get a discount now,” kind of thing or things like that, anything that would prompt them. You know, maybe you have some kind of a tripwire item that’s like super cheap, get these kisses, do survival. You know, darker, lighter for a dollar; that kind of deal is people like what? So those are things making that hook in the very first five or 10 seconds, and I think it still applies. I’m not positive, but I think if somebody clicks before 10 seconds, then you don’t actually get charged either. It’s you know, it’s a good incentive too.
Bradley Sutton: Yeah, yeah, I heard about that.
Rob Burns: And I think that’s still a thing, but you know, don’t quote me on it. But, yeah, that’s a great incentive also because if he could just embed such a great hook that they’re going to click. And so that’s what you want to do. And then, without all of those ads that we do for the funnel package, each one is formatted uniquely for that and kind of scripted or done uniquely for that particular platform. Instagram going to be 1080 by 1080, and it’s going to be more text-heavy. Facebook, you’re going to want it, you’re going to do vertical. It’s funny, some of our clients have actually accidentally run their Instagram ads on Facebook, so they were like square 1080 by 1080 ads and those converted better than the regular landscape video ads. Believe it or not, I think maybe it’s just because it’s kind of a strange little pattern interrupt or just kind of breaking up. It breaks up that timeline. It looks a little bit different so it catches and people like and it looks better on mobile.
Bradley Sutton: Hey, the last kind of video I wanted to ask you about, kind of which, you know, I see some companies have it, we don’t really have one necessarily here on Helium 10 website for example. But I notice a lot of people with e-commerce especially, it seems like in the more niched categories, like if there’s like vegan products or something like that, they do like an origin story or an owner’s story. Like you know, who we are. What are some good practices for it? I mean, is that something that everybody should do or it’s, it’s more of a, a case by case basis on if you should add something like that to your Shopify website or to your main home page.
Rob Burns: Yeah. If, if you’re trying to build a community and really kind of make a connection and saying, Hey, you know, I’m just like you, then those kinds of videos are great. Those and also market review videos, which are pretty cool. Like if you say you’re like a new company and you don’t really have testimonials and stuff, you can do market review videos. I could spend out a little bit later, but as far as kind of those origin stories; no, really the best way to do that if you’re going to do it yourself and you’re going to script it out yourself, I would highly suggest researching, read by Joseph Campbell and really kind of the following “The Hero’s Journey” timeline because that’s really where those kind of videos are going to work out really well. Those things could like crazy if you, if you get it, you know, if you know one of those right, then you know that that can make or just make your whole business.
Rob Burns: And it’s really kind of like how we started out. Why did we start out doing this? You know, what obstacles did we hit? You know, what pain points caused us to start this company so that we can solve this problem. Because I’m just like you and we wanted to build a better mousetrap and then, and then kind of talk about the journey. You know, a little bit about the journey getting there. You don’t want to do too much because then that gets a little self-indulgent. Nobody really, I always say people hate to hear it, but like nobody really cares about you. They just care about themselves. As far as being a customer review or so, too much talking about you is detrimental a little bit to show enough that you’re making a connection and that you’re really thinking. Your thinking is in alignment with the viewer and those are really great and that’s where those stories really, those are those kinds of stories really shine.
Bradley Sutton: Okay, cool. Now you’ve been giving us a lot of different tips about all these different kinds of video. Things related with video and how it can help and e-commerce, but what is something that you could give in 30 seconds or less? This is our part of the show or the TST 30-second tip. What is something that is super valuable that is real quick, 30 seconds or less, related to video or anything really that you think is unique information for our listeners?
Rob Burns: Yeah, really, really what I was talking about: the simpler, the better, the more simple, the higher conversions, believe it or not. As far as just your methods, you’ll just keep drilling down your methods as much as humanly possible. Also, keep it short and concise. Shorter videos are converting much better than longer videos. You know, with a few exceptions, like this story-style video we were talking about. Those are crewmates, design for engagement. I think those are great. And then you know, also formatting all of your content for the appropriate platform. If you’re posting on Facebook versus Instagram versus wherever, as far as you know, if you’re trying to get engagement before the purchase, then you really want to kind of script and think about each individual platform.
Rob Burns: Okay. Those were I would say the most, yeah, absolutely. Most important is to think about what’s in it for the client. Don’t think about what’s in it for you. Don’t brag about your product. Just imagine you’re the client, know you, you’re that avatar and then think about what’s in it for them. How is this going to make their life better? How is it going to solve any kind of problem? You know, whatever problems they have, how are they going to make their life easier? If you do those things, then you’re going to hit a home run and it sounds really simple and it sounds like I should make, I feel like sometimes I should just make up some crazy stuff so people will think it’s harder and then I’m smarter. But that’s really it.
Bradley Sutton: All right now, Rob, what is an example you can think of? You don’t need to give the person’s name or the product or anything but something where that really can help people understand the impact of video. Like it could be something where somebody was doing X amount of sales and then they went to you and got some videos done. They were able to double their sales or somebody had a campaign where the whole thing was based on videos. It was a video funnel and they went from zero to $10,000 an at the end of the campaign or what’s a real-life example that you could give us?
Rob Burns: A good one is the dollar beard club. I don’t know if you’re familiar with them. He just made some amazing videos and yeah, I think the very first video they did for about $5,000 and that $5,000 video, I think put them into something like $3 million their first year without running ads, without any kind of a funnel that even know what a funnel was. Any of that kind of stuff. It was just this video. If people were just really compelling and what he did is he did two things: one, if you really nail down his audience, who are the beer guys, who are these alpha males type people. And also he did it in a way that if you’re not that person, you just don’t even want to watch this video. If you’re an 89-year-old grandmother, you’re just going to be offended. it’s really important to know who your audience is and start selling to them. That’s his time. That’s all I did for the first year. I think I did somewhere around $3 million and that was really their only marketing.
Bradley Sutton: Interesting. Interesting. All right, now there’s another section of our podcast where we call it the search volume game. Hey, now you’re not a seller on Amazon like you’re probably a buyer on Amazon. You have some knowledge in that. The whole point of this game is not necessarily for the person to win. Sometimes I set you guys up with some trick grip ones here. But yeah, the purpose is I really want people to understand how people have different ways of searching on Amazon and what we think is logical is not what the next person thinks. Today, I’ve chosen three keywords. It’s kind of have to do with video, right? You do video. And basically I’m going to give you three different keywords, search phrases on Amazon, and I’m going to tell you three different search volumes.
Bradley Sutton: Like how many people search for this in the last month? All right. Oh, these are estimations, but they’re fairly accurate since it comes from Helium 10 so, well you’re going to tell me is which one you think goes to which search volume. All right, so the three keywords are, and again, for those listening, you’ll play along. Don’t cheat, don’t be opening up Cerebro or Helium 10 to cheat. Try and try and see. Try and see what your natural reaction is. The three keywords, Rob, are video cameras, four K video camera, a video camera for YouTube. All right, so again, video cameras, four K video camera, a video camera for YouTube. Now one of these, the most searched one is about 6,000 searches a month. The second most searched one has about 3,600 searches a month. And the third one is searched for 2000 times a month. These are all fairly close in search volume. There’s not one that’s completely dominating, but which one would you say is the one, two and three most searched to the least search. Again, the three words are video cameras, four K video cameras, and video cameras for YouTube.
Rob Burns: I think it would be in that order. I think it would be video cameras would be the most, probably the second is four K, and then the third is video cameras for YouTube.
Bradley Sutton: All right, so you got one right? The four K video camera is 3,600 searches a month. But I kind of tricked you because the keyword phrase video camera without the S actually has like 55,000 searches a month. Video cameras only in 2000. But actually the number one keyword here of this group is the video camera for YouTube is actually searched for 6,000 times a month. There you have it guys. If somebody does not want to buy their own four K video camera, they don’t want to buy their own video camera for YouTube, but they want to use your video cameras. See what I did there, guys? But anyway, if they want to reach you to have you do some video work for them or see more about what you do or ask some more questions that they didn’t get answered on this episode, how can they find you on the internet?
Rob Burns: Yeah. You can just go to videotelepathy.com and then actually you can schedule an appointment to talk to somebody, and we don’t ever really try to sell anybody. All we do is just answer counter-question.
Bradley Sutton: Awesome videotelepathy.com. All right. Thank you very much, Rob, for joining us and we’ll look forward to maybe having you on the show in the future.
Rob Burns: Awesome. Thanks for having me on.
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