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How to Use ChatGPT to Develop Your Marketing Strategy

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Peter Dickinson

So, what we’re going to cover? Well, ChatGPT of course. Vision2Sucees app and then the actual strategy process.

ChatGPT, so what is it?

Well, it’s an AI platform that taps into the large language models that been developed by open AI. This is no Mickey Mouse company. It’s sitting on Microsoft as your servers. Microsoft pumped quite a lot of money into it. You’ll hear about Google Bard. We’ve done a few tests between the two and ChatGPT sitting on a Microsoft is a very powerful platform. And that’s what our app will be. We’ll be using Bard Google as per usual playing catch up with Bard, but they do have a history of dropping projects. So, we’ve gone with Microsoft, they’re pretty reliable once they’ve launched something. That is, it. They put a lot of thought to it. And all that sort of for a few dollars a month, $20 a month. I’d say it’s almost it’s probably outrageous, but the equivalent of a paid person.

We have done an enormous amount of work, writing content structure, and doing this strategy stuff and doing other things. So, for example, I wanted to do a bit more with Google Tag Manager. And so, I typed in “How do I XYZ?” with Google Tag Manager and it gave me the instructions. People used it for coding. It’s an incredible tool, and it seems to be pretty reliable.

The way to think of it is an intelligent intern, okay? It will get you 8% there, but you’ve got to do some legwork as well. It’s not going to take away people’s jobs, as I said at the beginning. We have an economic problem basic fundamental economic problem in the UK, is that our growth is limited by the number of people we have in the country. We’ve made the decision to not bring any more people in or make it harder for people to come in. So therefore, we need to use AI to move us forward and to improve our productivity. 

So, health warning, like any of these tools, you know, you can’t just use it blindly. And we’ll talk about that in a minute. These slides decks will be available for download afterwards if you want to read it. But to be honest, I typed in “what is a health warning” using a ChatGPT and this is what it gave me. So, you know if you want to ask it, it will tell you. So, you can use it for quite a variety of tools. Just a reminder of what’s possible. Some of these things I think you need to be a bit careful with. 

There are no AI tools built into the website Elementor tool that we use for page building. I used it and some people have used it highly successfully, I wasn’t so sure. We’re going to go on to this in more detail, but you got to be very careful about the prompts, the prompts are the thing. And you’ll find people selling prompts and there’s a thing called a prompting tool that you can build into chat GTP by another company. And as you’ll see, we’ll be doing a deep dive into that sort of stuff. It’s great for script writing, storyboarding, and things like that.

So, what’s simple example of prompts?

So, these are things where how does something work? I think this bid works really well. And you can ask for the “Top 10 things about how to do something”. I was writing a video script for an explainer video for our fractional CMO service and you know, if you break the question down and really think about the question, you can get back some really, really interesting stuff. I wrote 20,000 words for Cornerstone articles about a month ago using the ChatGTP for and I’d say 20,000 Words. That took me a couple of days, doing the research. You can’t go “write me a long article”, whatever, that doesn’t work, you’ve got to break it all down. So, what would you’d ask it “what are the main subject headings for an article that’s about XYZ?”. It’s a cornerstone article. It gives you those and then what you have to then do is expand. You’re actually physically typing expand on whatever it is you talked about in there, and then collate it all together. And then you can ask it then “now you’ve written all that, please write me an executive summary for this article, too”. You got to think about the sequence and you got to think about what you want. But say 20,000 Words two days down to take a good month for copywriter to do doing all that research. And most of the time it gets it right, and sometimes it gives you “Oh wow!” moment. So, it’s definitely worth doing for that and that’s why this strategy stuff works.

So, process. As I’ve said, generate the ideas for the content, then think of a headline. And you can ask you to do that, so you might put “How to do a financial strategy, marketing strategy?”. And so, I put that into the next workshop which running in September, and it’s come back with masterclass. So, it’s improved on the headline to get that right first. Then ask the What/How questions, check for inaccuracies, and then you can also regenerate it as well. The regenerate sometimes improves it, review and amend of course, and then run it through Grammarly. Although, I find when we were using Jasper IA, which was a previous tool to this, not as intelligence and so on. I was having quite a bit of work in Grammarly. I find that I think maybe because I’ve used it quite a bit it’s learnt my style. I don’t need to put it through Grammarly so much.

Now, limitations. So, as a technical writer, sort of blog writers, something for educational stuff. It’s the articles, I like quite like the style of the articles. But if you’re looking for something a bit more engaging, bit more colorful, you can ask it to change the tone. But I suspect this is where a real person makes a difference, a real journalist with proper, real good knowledge of words and so forth. It can be a bit formulaic, or for a lot of stuff like search engine optimization articles, for getting off the blank page with a script, I find it very useful.

They say the latest limit information is in September 21. Suspect that will change as Google Bard is up to date, because it’s using the latest sort of knowledge and the engines. So, I’d expect that’s the change. There’s got Microsoft behind it that will change. Does like emotional intelligence sometimes, does depend on the training data. So, we haven’t tried it for any specialist sectors yet, but kind of suspect that it might be a little bit weaker. But it could be that we can pump it through training data and educate it and then pull off the information. And there’s a chance that you might have limited domain knowledge. I did ask it to review a website, came back a bit bland with a bit same type answer. Didn’t come up with anything illuminating. So, it does it does have limitation

Vision App

Okay, so the Vision App, which we’ve mentioned a few times now over the last six months as we’ve been developing it. So, this is an app that we’re developing. It’s a browser-based app, so it’s a SAS program like Xero and things like that. It ultimately works on a mobile, but not for the next year. The important bit is to get it as a tool working properly. So, it’s a sport strategic development, helps you manage risk. Helps you focus on your ideal client, number of people we serve. Who do you sell to? Who are you going to market? Whatever your product or service. “We sell to anyone.” No, you don’t. So, the app is that folks and we’ll be talking about that later on. And capture those pain points, is getting harder and harder to get noticed within all of sort white marketing noise. So, when you’re talking to somebody you need to be very focused on what is their key pain point and what is it you fix. And then be really crystal clear on why people buy from you. Which pain points are they trying to solve with your products and service? And that will give you how you differentiate yourself from the competitors. What is it you do differently? What makes you remarkable? 

I’m gonna give you some template marketing plans. Normally people say “Well, I do a bit of email and bit of social” and we go “okay, well, how do you join us together?” and they don’t know. So, we’ve built those in. And one of the things that we get often told “Oh, this is the budget, make it work.” Well, I don’t know, slightly off topic. If any of you have done a building renovation, the building will take the money or watch grand designs or whatever. The building will take or project will take money it needs to do what it needs to do. And it’s the same in marketing. If you say if you want to triple your sales or whatever, and you give it a small budget, it’s not going to work. So, we’ve built into it a process for working out the system, you tell it what you’re going to pay, and then system will tell you proximately what your result is going to be. And then you can iterate to a point where hopefully, what you’re willing to pay is what you’re wanting to achieve. So, then we have got graphs showing sales revenue and cash flow. And then as I said, you iterate to a plan that works for you.

So, this is the screen of the app. As you can see, we’ve now got the AI system built in. The first page is basically gathering up your name, what you want to achieve. If you don’t know where you want to go, any road it’s going to get you there. So, it’s been focused on what you want to achieve. And then setting objectives for the business. And then this is part of the AI tool is you know, are you selling to other businesses? Are you selling to consumers? Are you startup? Are you in survival mode? Are you in takeoff mode, etc. And, where are you located?

Well then, we got the AI Assistant, we’re going to be seeing these screens here later in the workshop. What are the external pressures? I mean, 40 years ago, 20 years ago, 30 years ago, so we didn’t really bother too much, we do our steep analysis and we’ll come on to look at our external pressures and so on. But nobody really paid attention. You know, because things didn’t change that much. Since COVID, changes happening a lot. We have got some economic turbulence, no idea what that actually is going to look at in terms of business. We do know of a number of sectors now that are struggling, who have experienced some downturn in their sales revenue. Not going to use the R word because it’s not appropriate, but there is something going on out there. And then we’ll be looking at the buyer persona which sits under the product itself. Not in this forecast, but in the next workshop in September, we’ll be doing a deep dive into forecasting. And then once you’ve got all everything in, you can put an exact summary and then you can produce yourself a report. So, the idea is basically you’re holding all your data in one place and eventually I’m hoping to have be able to create pitch decks with this system as well. But that’s a little way off.

So, we’re going to think of your ChatGPT as an intelligent intern. It’s pretty intelligent, it’s really a fast researcher. And it’ll present the information in quite a good state, but you can’t just go: “Yep, that’s it!” You’ve got to then apply your own thinking to it, but it certainly speeds up the process now and so we’re going to be looking at the company parameters.

So, in the examples I showed earlier, there were quite simple prompts to put in. And the more you put into chat to GPT, the better the results are. And this is where using programmatic support via the app will give you that, we’ll speed things up. So, we’re gonna be looking at the prompts. So, you’ll be able to then when you download this PDF later on, you’ll be able to have a go yourself, just with chat GPT you don’t need the app. But obviously, the app will speed things up and then we’re looking at responses and how the app can be updated. We’ve got any questions at that stage we are getting through quite quickly. I just want to make sure that we’re not losing anybody. If you are sort of got a query or whatever, just put it into chat.

Okay, so this is where it gets a little bit sort of more complicated. But I’ve had to do is, in order to get the best results and this is where I said to the developer, I said look, I think we need to actually make this a programmatic thing. People aren’t going to be bothered doing this. And that’s why we have the AI assistant where it will ask you all these questions. So that when you then go into a steep analysis, looking at social, technological, economic, environmental, political process – factors that might affect your business, it’s got all this information. So, it’s a question of pressing a button. So, we’re coding these things in but if somebody comes to me, “I’ve got this business that does XZY, it doesn’t fit with B2B, B2C, etc”. I will very happily add parameters, it’s not a problem. And this is why we want to do user testing and get people using the app, because you’ll throw out stuff we haven’t thought about. But it’s dead easy for me to add and we can soon tailor the experience to your business.

So, the first parameter you got to think about is “What type of business are you?” Because ChatGTP needs to know who you’re selling to, what sort of things you cite. Is it business to business? Is it business to consumer? Is it a SAS business? Is it an ecommerce business, etc. And then, it’s really important you’ve got a clear target on who you’re selling to. Is it businesses of Nought to Fives? Are they in a particular sector? Is it particular job title, business owner, procurement officer, accountant, etc.? You’ve got to be clear on your buyer persona. We’ll be talking about that in a minute.

Stage of growth is important. Are you startup? Because different factors will affect a small business than a big business and vice versa. If you’re a high growth startup, then at the moment, there’s a quite a restriction on funding. Trying to find funding’s a lot harder at the moment just because of all the economic pressures. So, when that goes in, you know, sort of the economy and so forth will be relevant to that. Where are you based? Because of Brexit we have peculiar issues at the moment, but those will go. But if you’re in South America and North America, etc. So ChatGPT knows who you’re selling to. Because that factors in different countries will have a different impact on your business. Whether you’re large or small type of product or service. Is it a product you’re selling, is it service? Is it a course, it’s an app? And again, this is why I want you to test it because I suspect our list is a little bit short, and we need to add to that. And a good description of the product or service and then your headline benefit. What is the main benefit somebody will get from using your service? So, this sounds a bit complicated, but as once you’ve typed it out, obviously, it’s a cut and paste job. And you’ll see these parameters used in the rest of the presentation.

So, this is the AI screen. Needs a little bit more tidying up, but you’ll get the ideas what type of company, so it’s pulled down box. And that’s what I was saying if people start using it, they go “Oh! That doesn’t quite fit my business.” – we can have a chat and then I can build that into the system, on what growth stage you’re at. And you select all these and you typed in what’s the key benefit and so this is talking about the Vision2Success app. And that’s all now ready in one place for me to then use that in the app.

So External Analysis, we call it S.T.E.E.P. All days it used to call STAT, as in here and for some reason I missed the “Environment” off the screen. These days, it’s Social, Technological, Economic, then Environment and then Political Factors. You need to understand your competitive space and what are your strengths and weaknesses, the point about doing all this. What I find is people don’t do this because it requires a lot of brainpower. It’s very difficult to actually assign it to what impact it would have, so people tend to skip it. But as we’ve all seen with COVID. I mean we used to do, you know, part of any sort of risk mitigation plan would be to say, highly enlightened my words were in the highly unlikely event that all our oil sales would stop overnight. You know, what would we do? Nobody got out, well, then 23rd of March 2020 and we all learned what that meant. So, you know with such a volatile global environment, which we now all operate we do need to know what’s going on.

Hybrid changes in the hybrid social. For example, we’ve moved to a completely hybrid model. And we’ll be based out of the XYZ building, a completely different way of operating. Charleh will be globe-trotting, so she’s in Spain at the moment and moving to the US to expand globally. We’ve already got global clients. This was unimaginable 10 years ago; I would have never imagined we’ll be doing all this stuff. But zoom here, we’ve got 59, 60 people on it. We’ve got probably hundred restreaming in. You know that was just an unimaginable two or three years ago. So, we’ve got to take this stuff seriously now unfortunately.

So, this is what the words look like when you cut and paste. Have this PowerPoint open on your desk, I would suggest you’ve already typed out these different things earlier on which are the parameters, and then so you can simply cut and paste those in into this and then put that into chat GPT. And you’ve given it plenty of information for it to get on with. It understands the STEEP analysis, it’s knows a lot of stuff. The time that it had a bit of a hiccup is on strategize as part of a writing a book on the business model canvas for teams. I understand business model canvas for you, but not for teams. As the only time it’s got stuck, rest of the time it knows these models is pretty impressive. So, what are the social economic, environmental factors as part of your STEEP analysis, and then it will tell you. And then you know, you can either create yourself a document or if you’re up for it, use the app.

And this is the fields in the app. So here: social factors adopt digital solutions, adoption digitalization, trust in digital tools. I mean when I started a technology, so say about 30 years ago, we regularly used to say to my clients at lunchtime with Windows 98 reboot the system because he just got clogged up and you just have to reboot the system. But now I mean, we’re doing this stuff. I mean, it’s quite you know, we’ve glue around the world doing some pretty sophisticated and you know there was very high expectation on my part that it will all work which it did you. Global workforce trends, well a part of our team now is based in the Philippines. It’s unbelievable. We’ll never meet them; we’ll probably never fly out to the Philippines but we’ve got a growing number of people who are working with that.

Cybersecurity, that’s just going to get worse. You know, AI machine learning. I mean, we are just at the start of this journey. I’m not worried. I’ve seen technology come in and out that humans are really great at going right “okay, how do we use this technology?” And then we got global economic health. We are in a getting into a rougher time. It’s difficult to interpret where it’s going, but again, he brings all these things up. Okay, you know, and now you do have some “Aha!” moments.

Porter’s 5 Forces

Some academics criticize this, but I love it. It’s so simple. You’ve got tons of new entrants, bargaining power buyers. So, what happened during COVID was that I work with a rubber extrusion manufacturer. And because he was always faithful to his suppliers, they went “Yeah, we’re going to look after you”. But anybody who was hunting around for the best price, they would not getting any material. The old days looking after your suppliers was really important. And then it all came to we’ve got procurement people and they all came to buying the cheapest, whatever. And then suddenly, overnight, all the tables were turned, you couldn’t get your raw materials. So, if you’d been nice to your suppliers and pay them on time and doing all that sort of stuff, you were fine. But anybody who didn’t, you know, so they weren’t able to make a choice, you know that was it.

And so that’s what it’s moving back to bargaining power of buyers, moving back but slowly. We’re short of skill, was shorter labor, shorter materials. I would always suggest look after your suppliers. I mean for me, it’s good practice because that’s always done, but not for everybody.

Substitution. Nobody wants a Kodak or Blockbuster moment. And that can happen to a small business., as well as big business. You got to keep aware of what the nurse happening on around you to make sure that you don’t become obsolete, like Blockbuster and Kodak and so on. The world is moving very fast and I presume will move faster.

So how does that look? Well, using Porter’s 5 Forces because it knows. Again, be very explicit. Always be prepared to put more words in and say then pull through the parameters that we looked at earlier. And that’s why it’s important to get those parameters right. And that’s why our program kind of insists on getting that early doors. And then you can pop those into to the app or into your document or where however you store your analysis. It’s important to do though, you know, it may throw up. Think about it, it’s now an hour’s job, rather than days’ worth of work and it will give you some “Aha!” moments. And that’s the important thing.

SWOT Analysis

And, you know, what do you need to develop and what opportunities are out there? It’s important to think about what you are good at. It doesn’t necessarily mean you fix your weaknesses, but you might want to go or any of those weaknesses is going to cause you any damage. And only those threats can cause you damage, but then focus on what you’re really good at. Make those stronger like an Olympian, you never see an Olympian become a balanced character. They always focus on what they’re really good at, get really better at it. And that’s what you should be doing with your SWOT analysis. How can you make those strengths stronger? And then opportunities. What’s out there? What can you do? And then you can pop those in. So, then the prompt for that and again, this will all be in the PDF so you can copy and paste those out, put in your stuff and then stick them into ChatGPT.

I found this quite illuminating when we popped it here. Obviously, you need to edit this because it doesn’t know your sense, but it kind of produces what it thinks might be your strengths and weaknesses and threats. Certainly, opportunities and tracks, it will know from the prompt. But it gives you some idea of the things you might want to work on and what it would expect you to be working on. It’s bit like having a free, sort of very low-cost business coach.

Competitor Analysis

This is based on the blue ocean strategy. What’s happening in your marketplace? And very few products or services don’t have an alternative customer to you. And, again, it’s to get you thinking about how differentiated the marketplace are you. What is going to make you different? Again, this is two prompts. One prompt is what key features would you expect from such a service? So, what we do with the blue ocean strategy is look at where are your gaps in your product or service. We look at your competitors and go right okay you’ve got these gaps. Are these gaps important? You may for example, I know it’s an old one now but Easy Jet is a great example for this. When they came in, everything went online, so they got rid of people booking and all that sort of. Because, you used to go into a shop and actually booked things. And then the internet came along, so he then did that. They got rid of where you sat, so you have to sprint onto the plane. They got rid of the food. And you can see this is carried through in the way that the low-cost airlines work.

And then and then you need to find out your key competitors. And okay, the data is only up goes up to September 21, but it’s actually quite good. What was interesting it didn’t come up with a competitor for this product. So, in theory, this is certainly as a light for light. To note, there’s no app like it, but if you put your things into there, it may give you some, again, you’re looking for these “Aha!” moments.

This should then translate into the competitor analysis. Now this is a simplified version of blue ocean. So, you list all your key features and identify whether you do them or not. And you’ve got to be honest with yourself. Do you do these things? So, this is. We’ve not actually found a competitor, otherwise I’d put our competitor in here. Because it is a is a new tool, it’s definitely revolutionary. And hopefully a game changer for anybody who does marketing strategy. I mean we’re talking to universities and talking to businesses who are doing MBA programs because this stuff got all the MBA tools that you would have in it.

Buyer Persona

This is really, really important. And I think this was the driver as to why I started when we were talking to the developer why we wanted to do it. Because I’ve written so many workshops and I’d say “Who do you sell to?” and they go “Oh yeah, anybody”. No, you don’t.

And yeah, so we’ve got a question: Are these prompts for the Vision App you are developing or can these prompts be used directly on ChatGPT? Yes, you can use them on ChatGPT. The way you do it, is we go back. And if you remember earlier in the presentation, you typed out your parameters, copy and paste this from the PDF that will be available for download in a couple of days’ time. Put in your parameters. What is expected of a B2B, which does whatever your b2b product does, to selling to businesses, which helps them become better businesses, whatever your main benefit is in the UK, United Kingdom. Put that straight into ChatGPT. I would suggest using the pay full version and I will suggest clicking at the top and doing the ChatGPT 4 and yes, you’re good to go. That’s why we’re sort of demonstrating the output also. You can do this soon as you’ve got the download document. Because we’re a little way off, sort of going mainstream with this app, which is looking for people who want to work with me to test it. There are one or two gremlins at the moment. But by September, it’ll be fully out there. But obviously in the meantime, you want to be getting on and doing this stuff. So, on each of these slides, I’m showing you how to construct the prompt. They are quite long prompts, and that’s why cutting and pasting is probably the easiest way of doing it.

So back on track. Who you’re selling to? It’s a number of people. Because if you’re developing a web page, a video, landing page, email, whatever it is, you’ve got to be really clear on who your audience is, what are their pain points and why they should buy from you. Because if you’re not, all those things will be a waste of time.

So, in the app, it looks like this. The thing we’re going to move is “Messaging Strategy”, will move it to the bottom., We’ll have AI tools on tasks, values, influences, challenges, motivators, differentiation and message strategy. And we’re going to look at the prompts now.

If we’re selling accounting software to a bookkeeper, we would type in “What are the associated tasks that a bookkeeper would need to undertake? If they’re considering using accounting software, which does all their bookkeeping and accounting for them for a bookkeeper?” Which helps them by being quicker, faster, better at their job, selling the geographical location of United Kingdom. And that’s what your prompt would sort of look like if you’ve fully typed it out. You then put those, copy that straight into ChatGPT, it’ll give you a bunch of tasks. Bunch of task looks something like this, this information was actually copied and pasted into the app. Because the AI tool although it’s shown here, is still in its infancy. There’s still a little bit more work to be done on it. So, I just did that. Literally I copied and pasted into it. And you know, these are the things that it would say for a business owner. So, this is for business owners of companies 5-50. Whatever your target audience would be up there. Obviously if you’re doing this to ChatGPT and a spreadsheet or a document, then it’d be laid out slightly differently. 

And it’s really important to understand your buyer personas, values and objectives. So again, what would you expect the core values of a bookkeeper to be. Would need to undertake in order considering using accounting software, etc., etc. And again, you put your products and service in there. Do some quite interesting “Aha!” moments, and this is what you’re looking for. What are the things does ChatGPT you may argue with it? And that’s great, you know, and change these things. Absolutely. Because they say it’s gonna get you there. But again, in the app, you put that in.

What’s Influences?

This was the biggest “Aha!” moments here because I was thinking of social media and the friends, accounting, other accountants. And so, if we’re thinking about our bookkeeping, software sales process, and it actually came up with some quite interesting stuff. Things I hadn’t thought about.

What’s going to influence the other business groups, the business goals, you know, data and analytics. So, basically internal things as well as external things. So, it gives you that kind of expected different perspective. And again, at least it forces you to think about stuff, so that the end result is, are you actually achieving what you want?

Again, we talked about pain points. These days, you’ve probably all heard about features, attributes and benefits. Where that’s how we used to sell, well now most people say, “what’s the main pain points? are we addressing those pain points? And how does our product or service address those pain points?” We’ve gone from just selling to actually really getting to understand what’s driving the customer. And again, that posts, copies and pastes straight into the app. And there will be a button on the app to produce this automatically. And again, you know, so important, what are the pain points that they will give you that differentiation. I should say, what are the differentiation points, so I’ll need to update that before you guys get the slide. 

Downsides in there differentiating a SAS business in a competitive environment. These are all things that we need to get right and it was really useful checklist was to go, oh, yeah, we need to get that done. We need to get that done. So, enables you to find out what ChapGPT thinks. You should be differentiating and you can disagree with it. But at least it gives you a starting point.

And then, the message strategy, what given all on face Now you remember you’ve been put putting this into ChatGPT. It’s learning all the time, by the way. It’s not like Google, when you type in, you know, new bike, crossover bike or whatever. There’s no memory, Google doesn’t remember that. You’ve already asked that question. They will come up in the in the thing but it will actually intelligence in terms of giving the answers – ChatGPT will. You can refer back to previous information on ChatGPT, you have down the left-hand side all the chats so to keep this all-in-one chat, and it will remember it all and you can revert back to things. It’s really clever like that. So, you do this one last, it will then tell you the approach you need to be taking. Which is really clever, because you know, and then you can talk to marketing consultants, you can talk to other business owners, etc. and then test out those ideas. Well, this will give you the initial ideas. Here, the Core Message, Key Value Propositions, its things. And then the idea is you then would go in and edit that.
You’ve seen pictures of the app, screenshots and so on. If you want or if you just want 30 minutes and just go through how we’ve been using ChatGPT that’s also fine. It’s https://calendly.com/peterdickens/30min. There’s no charge, this is part of my research. Been very happy to have a chat with you. And then so going on from the presentation. What is your marketing strategy? What’s happening your competitive environment? Use ChatGPT to do the research. Do that legwork that you don’t have time to do or don’t have the inclination to do. But you should always have time to spend on the business. And this is a really fast way of supercharging that hour or two hours that you’ve got. Just to sort of reflect on “Is your business pointing in the right direction?” Is there going to be stuff that’s going to come down the line that’s going to knock you sideways and give you a Kodak moment? You know, and then if you’re inclined then I’d love to chat further with you.

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