Define Your Marketing Strategy With Just 3 Questions

Ask yourself, ‘what is my marketing strategy?’ Does the answer come easily? For many businesses the answer isn’t always obvious, and yet with three easy questions it can be.

To start with, what do we mean by ‘marketing strategy’?

When I refer to ‘marketing strategy’ I’m not talking about specific marketing deliverables, such as a new website a brochure or a direct mail campaign – these would be defined after your marketing strategy was written. We’re talking about the overall direction of your marketing – where it should be heading, and what the overall priorities and focuses aught to be.

Three simple questions that help you define your marketing strategy

Firstly, I have to acknowledge that yes you can include A LOT more detail in your marketing strategy than these 3 areas, but for the core of what matters in your marketing strategy, look no further:

Question 1: What are your target audiences?

In simple terms, who are you going to target? Consider ex customers, current customers, and new customers. Consider geographies, sectors, job titles and their areas of interest. In other words, break down all your target audiences into groups where the messaging or your product/service may differ across those groups. Try if possible to keep it under ten groups for simplicity, but it’s better to have more than 10 rather than grouping together unrelated target audiences.

Question 2: How are you going to position yourself in front of those audience groups?

Again, in simple terms, what overall messages do you want to convey to each of those target groups? For example, you might decide that the main message to previous customers focuses on the recently improved range and depth of your product offerings (i.e. to show them what’s new and to re-gain them as a customer). Whereas existing customers might benefit from messages promoting your additional products or services (to encourage them to spend more). And yet prospective customers might benefit from messaging that conveys your business’ credentials so you gain their trust. These are just examples, but it’s worth taking the time (possibly brainstorming the messages with colleagues) to define these messages so you can be positioned in the best possible way for each target group.

Question 3: What are your offerings to those audiences?

So here we’re asking, ‘what do you want to sell to each customer group’ (and if relevant, at what price)? For companies with broad product ranges for example, it can be difficult not to say ‘we want to sell everything to all our customers’, in which case this question might need refining to what your priority offerings are for each target audience so you have some clarity.

Once you have completed these questions you can easily answer ‘what is your marketing strategy?’ Without thinking you will be able to say you are looking to sell ‘A’ product, using ‘B’ messages focused at ‘C’ customer audiences. Easy!

Will I use this information?

After you have defined your overall marketing direction, you’ll soon be using this information. If nothing else, it gives clarity to your purpose and also makes things clear for other people. Probably within a week or two, you’ll already have quoted your marketing strategy to staff members so they are clear on what the priorities are and also to external people or companies (e.g. a brochure designer, or PR agency) so they understand the direction you are heading in as well.

I’ve got my marketing strategy, now what?

If you wish, you are now in a position to create a more detailed marketing campaign plan where you can define what marketing deliverables you will execute in order to take you in the direction you’ve detailed in your marketing strategy.

Execute Marketing provides an outsourced marketing service that gives you all the benefit of having your own in-house marketing resource, but at a much lower cost. We specialise in quickly taking full ownership of the marketing tasks in hand and delivering great results – allowing you to focus on running your business.


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Online Free Marketing Strategies – 3 of the Most Powerful

Not knowing how to implement the various marketing strategies for your business is usually the difference between success and failure on the internet. Many entrepreneurs understand the theory of running a successful online home business but few know how to put the marketing puzzle pieces together for profits.

Those who are building a business part time or on a budget simply can’t afford the cost of the proven paid strategies and feel somewhat uncertain about online free marketing strategies. The free strategies do work and once the entrepreneur understands the only difference between paid and free is speed they can find success. That’s it.

It simply takes longer for most of the free strategies to work however, they do work. If you can just allow yourself the time to become successful because you are on a budget the work of building a successful online home business gets easier.

Here are the three most powerful free marketing strategies you can use for your business starting today to find success on the internet:

Article Marketing
Article marketing is a great free strategy to use because you can create content that will last forever on the internet. If you are on a budget you can simply write your article, post it to your blog and then to the top 5-10 article directories. You can also use automation software to submit your articles to hundreds of article directories. This process works faster but there is a cost associated with the strategy.

Video Marketing
You can take the article you have just written and submitted to the top directories for free and condense it into a PowerPoint presentation and submit to YouTube. You can also use a free service called TubeMogul that will submit the video to 10-12 video directories. Videos should be kept short to 2-3 minutes because of the attention span of the audience. However, if you are training on your videos they can be made longer.

Social Media Marketing
Using social media is a great way to take that same article to tell all your friends on FaceBook, Twitter, MySpace and LinkedIn that you just created some great new content for them to check out. If any of your friends like what they see they will typically share it with their friends on the social media networks.

Don’t underestimate the power of using these three marketing strategies because they are proven and powerful. They can also create a viral following that is hungry for more from you. If you’re starting your home business on a budget learn to master the online free marketing strategies and you will find success in your business.

Please leave a comment and let me know your take on free vs. paid marketing strategies.


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Internet – The Newest Marketing Strategy For Success

Some of the most important questions an owner of a business might ask are: What strategy of internet marketing should I utilize? Is online business success and internet marketing a requirement?

An advertisement in the newspapers is nothing new and neither is radio or TV. As early as 59 B.C. Acta Diurna, Rome Italy there has been newspapers. In 1906 in Brant Rock, Massachusetts, USA the first human voice was transmitted through the airwaves. TV commercials became available during the 1930s.

About 20 years ago in 1990 the first internet website was created. The same year that Nelson Mandela was freed from prison after 27 years. Also during this time Germany was unified once again and the Hubble telescope was released into orbit.

The excitement of creating and publishing a website for your business is a great experience, from the design to the text published in it. And of course all the expectations about what will be next to further our internet marketing successes and internet marketing strategy. A lot has changed since the 1990s. Today search engines are one of the main influences of online internet marketing. Search engines such as Google, Yahoo, and Bing. They are vast libraries of reference finding and locating information relevant to search terms entered into the search fields. Although being aware that there credibility relies on their ability to provide you with relevant search criteria. This is the competitive nature of search engines.

The reality is that people discover your websites and it is there they will learn about the products and services you market. That being said your website is literally a store front on the internet. There they view what is available in your regular store making your marketing strategy of crucial importance. The visitors of your website are referred to as traffic. The more traffic you have the better. The more people discovering your services and products on the internet the more traffic and that mean more buyers. That is the overall science of an internet marketing strategy.

Your strategies on how you find your visitors will also determine the outcome of your internet marketing success. The more traffic the more clients you will have. The overall definition of your internet marketing strategy is what will allow you to do well or fail. One ingredient that is paramount in your internet marketing strategy will be search engine optimization also known as abbreviated SEO and this is an important part of your success.

So the question is what’s involved in search engine optimization (SEO) for your business front on the internet? What needs to be added for your internet marketing strategy? Plainly spoken, it’s all about what you’re doing to get Google, Yahoo, Bing, etc to get your website seen in the search results of a possible client or a costumer.

In all honesty some of this marketing strategy is a very technical process. Knowing HTML is important as it is the language most web pages are written in, as well as other languages. Some may be easier than others. For instance “the terms in the search engine you want to be displayed need to appear often in your websites text”

Being a coach of a business with small to medium size one thing I find successful is a written marketing strategy as well as written internet marketing strategy. In this way if there is any doubt all you must do is simply consulting the business plan. This way guessing is removed from all equations and the plan is defined as written. If there is wonder. Simply said that the internet is your new found friend and that internet marketing is a big part of your strategic plan in business marketing strategy.


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Digital Marketing Strategies for Start-Up Businesses

How can you use digital marketing tools to help your Australian business in the early days? A clear methodical pathway is key. Before you do anything, such as: build your website, start a paid advertising campaign, or begin developing your brand, you should strategise and develop your digital marketing strategy.

Why do you need a Digital Marketing Strategy? There are many different elements to marketing your business online. A careful strategy will help you maximise potential and minimise spend.

Here are some of the elements you’ll want to consider as part of your strategy:

  • Website Design & Functionality
  • PPC & Facebook Advertising
  • Affiliate Marketing
  • SEO
  • Video Marketing
  • Social Media Management
  • Email Marketing

Website Design & Functionality Following a strategy with how your site is designed is important. Research should go into creating an effective site that does more than look pretty. Design and functionality should be tied closely together so that your site builds the brand you want and functions as a lead generation and lead capture tool.

PPC & Facebook Advertising Pay per click advertising can be very lucrative. It can also be a significant drain on your resources. Done right, PPC and Facebook advertising will help you laser target your audience for sales and lead capture. This is a vital part of your strategy.

Affiliate Marketing An affiliate marketing campaign could be a very smart aspect of your digital marketing strategy. You could, in effect, get salespeople selling your product for you and only pay for results.

SEO Instead of putting all your eggs into a pay-per-click basket, organic SEO could help you naturally attract people who want to buy from you. SEO requires skill and knowledge to get real results but can make a dramatic difference to your sales numbers and minimise your marketing budget.

Video Marketing If a picture is worth a thousand words, a video is worth a million. Integrating video marketing into your marketing efforts could make a dramatic difference to how fast your business becomes profitable.

Social Media Management Branding, reputation, relationships, link building, and other aspects tie into effective social media management. If you’re not using this as part of your digital marketing strategy, you’re leaving money on the table – for your competition.

Email Marketing Email marketing done right can be a goldmine. Done wrong can hurt your business. Get sound advice and use great tools to manage this process. Tie it into your website functionality and your site can insert leads into a sales funnel that could generate amazing results on autopilot.

What’s your digital media strategy? Strategies shouldn’t be etched in blood. They can be living and breathing tools that can shift based on the outcome of various aspects of that strategy.


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Get the Best Affiliate Marketing Strategies

The Net is full of affiliate marketing strategies – some of them nice and some of them recycled and outdated. How do you, as a startup marketer, recognise which strategies will allow you to master the strategies that have made so many men and women filthy rich? Accumulated below are a sequence of straightforward affiliate marketing strategies that able make it easier to focus on changing into winning in Web marketing.

Affiliate Marketing Strategies 101

Internet marketing starts and ends along with your audience and the way you going towards them. So, prior you can do something, you need to do some research and find out about your area of interest and your target audience.

Niche analysis revolves around concentrating on an audience and studying about what they want. You may make use of affiliate websites like ClickBank and Amazon to see what consumers looking for a specific product or sort of product want. Amazon has a load of buyer evaluations that present key insights into the minds of buyers.

Key phrase research is one of the more vital strategies. There are a selection of instruments accessible online that may enable you to pick the suitable keywords to drive your pages to the top of search engine results pages. A few of them include Traffic Travis and AdWords. Make use of these instruments to obtain the most out of your gross sales copy.

When you’ve picked a niche and chosen keywords, you will need to begin building Web sites. Quick and efficient building of selling websites is among the key affiliate marketing strategies.

To begin, you must discover ways to compose effective sales copy. You must make each phrase count, and learn to write convincingly and attraction to clients’ feelings and desires. You possibly can study this by taking a look at other pages to see how other entrepreneurs enchantment to consumers.

Email advertising is another one of many key marketing strategies. Web marketers must get arrange with an autoresponder account like AWeber. This may assist you to collect email addresses from essential consumers in your niche. You can do this by inserting subscription services into your pages. Provide it at no cost to hook the most fish.

Getting traffic is one of the most necessary affiliate marketing strategies. You should use back linking and search engine optimization to help. Site visitors is the lifeblood of your business. You will need to get eyes in your site to make sales.

Viral and social marketing are another method to success in affiliate marketing. By filling up the Web with content material that attracts users to your websites, you’ll be able to boost your possibilities of success. Make short video clips for YouTube. Get a Facebook or tweeter account. Begin Tweeting. It is simple when you get the dangle of it, and means that you can build a good relationship with customers that may present earnings and success.

These affiliate marketing strategies aren’t rocket science. They only take just a little onerous work and perseverance to implement. Give them a shot today.


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Profitable Email Marketing Strategies

A lot of people get email marketing strategies all wrong. They confuse strategies with tactics or campaigns. Strategies are long term plans, usually at a fairly high level, that takes in a specific time period – 5 to 10 years for example. Tactics are detailed actions to accomplish those plans usually within a shorter time frame, for example within the current year.

Email marketing strategies are not set in stone. Strategies identify what you need to do to gain the advantage over your competition or some other goals that you have for your business. It also identifies the course of action that you need to take and the resources that you will need to carry out these plans.

They are reviewed and measurable results are examined to determine if they are meeting your business objectives. You need to have components in place that will allow you to monitor your progress and contingencies in place just in case that problems arise.

One of the first things that you need to do is identify the strengths of the product or service that you plan to market. Why should someone purchase your product or service over all of the others in the marketplace? This will serve as the foundation for all of your marketing pieces from your sales letters to you follow-up emails.

Next set up your marketing budget. Identify exactly how much you can afford to spend on email marketing. This will be especially useful when you get ready to select which methods you will use to reach your goals.

So now let’s talk specifically about email marketing strategies. How do you plan to use these strategies to reach your business goals?

For most online businesses, these strategies break down into two components which in some cases may overlap. Here are some examples:

Selling your product or service. How will you use email marketing to do this? You could use:

* Solo Ads

* Video Marketing

* Mobile Marketing

Building an email list. This is very important to the long range success of your business so make sure you get this right. You could use:

* Newsletters

* Opt-in Forms

* Squeeze Pages

* Social Media

* Autoresponders

This is by no means a comprehensive list of all of the email marketing strategies. However it should give you a place to start.

Making sure that your marketing strategies are effective is very important. To do this you must track and analyze your results. Some will work for you; some won’t. The only way to determine this is to test, make changes and test again.

Lastly, keep up with new strategies so that you can evaluate them for inclusion into your email marketing strategies.


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Marketing Strategy Plan For Lawyers

Coming up with the best Marketing Strategy plan for lawyers is a little different from marketing for other professional services firms. If you’ve spent any time selling in today’s competitive market place, you know it can be uniquely challenging. Many markets are individually idiosyncratic and uniquely resistant. It requires special insights, strategies and training to successfully penetrate, which often adds a few twists and turns onto your roadmap. However, this doesn’t make it impossible to navigate to your final destination.

The first thing to do is to understand your marketing objectives. Where are you going with all this effort? For the companies with strategic marketing plans and marketing budgets, “Ready, Aim, Fire” is no longer enough. There must be a concept of the greater vision – to bring real value to the marketplace. There are a couple of key tactics you can use to do this, highly effective marketing tactics that are invisible to the client in the selling process.

The formulate the best possible strategy, ask your clients why they chose you and your company. When talking to them, explain that you want to ensure that you are providing the service and products they want and need. Let them know how much you need their honest feedback during this time. As a result of this interview process, you will likely come up with a lot of new ideas for offering real value to your client.

The key to this strategy is that you are not selling; you are asking for your prospect’s advice on improving your company. This is actually an excellent indirect marketing opportunity, invisible marketing.

Another invisible marketing strategy begins even before your first meeting with your prospect. It comes as a result of understanding your marketplace and the greatest pains of your clients. What keeps them up late at night? What makes them wake up in a cold sweat, urgently seeking a solution? How can you and your firm speak to the pain and provide top-level service to your prospect?

By placing yourself directly between your prospect and the solution to their greatest need, you’re applying the most effective marketing strategy possible. You’re offering genuine value in the marketplace.

Success happens when you have a solid strategy in mind or roadmap to guide you. If done right, creating a business development strategy can be simple, especially when you focus on this time tested marketing directive. The best Marketing Strategy plan for lawyers is to make your marketing invisible by interviewing them and easing your clients’ greatest pains. Do that, and they will beat a path to your door.


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Social Media Marketing Strategies – What You Need To Know

Social Media Marketing Strategies – What You Need To Know

Like with running a marketing campaign elsewhere, you need to have a clear strategy when running a marketing campaign on social networking sites. Running a marketing campaign on social networking sites without a strategy will certainly not produce desired results. Ideally, it is the strategy that should drive your marketing campaign. Your strategy should be well thought out and be effective.

The first thing that you need to appreciate when it comes to setting your strategy is that it what will guide your marketing campaign on social networking sites. It is sort of a plan that shows you the correct path you need to follow in order to reach out to acquire as many business followers as possible in addition to driving social media users to your traditional business website. Failure to have a well thought out strategy in place simply means driving your campaign without any direction and you remain not sure on how your marketing campaign will end up.

The first step toward developing an effective social marketing strategy is in establishing your social media marketing objective. You simply will not be able to attain our marketing goal without establishing your goal. Note that your objective can be to generate new leads, increase number of followers on social networking sites, event promotion, attracting social media traffic to your traditional business website or promoting offerings.

A critical part of your marketing strategy should be to appreciate any effort (however small) your social media followers have made in sharing your marketing posts. It is very important that you employ an innovative way of appreciating your fans/followers for their effort. Use of analytic tools should allow you to ascertain successful conversions and amount of revenue you have generated.

Another critical part of your social marketing strategy should be how to measure your success. Unlike with other marketing channels, marketing on social networking sites is not for the purpose of making sales. This is so because marketing on social media sites is all about social networking. Social media users never visit the sites to shop for goods or services bit to connect with their friends. Your strategy should therefore aim at increasing awareness about your business or driving social media users to your traditional business website.

There are several ways through which you can effectively market your business on social media sites. A strategy you employ should be one that is not only cost effective but also very effective in yielding your desired results. You may need to appreciate the fact that developing an effective social marketing strategy can be a big challenge especially when yours is a small business. This is when the service of a social media marketing company becomes valuable. Although there are many such companies, you need to undertake careful search for the right company capable of developing an effective marketing strategy. Engaging the service of a company does not however mean leaving everything to the company. You need to work closely with a company you choose to engage in developing your strategy.


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5 Reasons to Change Your Marketing Strategy

All business owners’ get comfortable doing the things that we have to and sometimes we don’t stop and think “what can I do better” or “what can I do differently”. This article “5 Reasons to Change Your Marketing Strategy” will help you break out of your rutt and get excited about trying new things!

1. Location in the product life cycle: Most of us are familiar with a Product Life Cycle Chart. Some of you are probably asking “how does this apply to Insurance sales?” Great question! Stretch with me a little and let’s look at two ways this applies. First, as Agents, we sell a product called insurance. There are different types of insurance, but inside each of those markets (home, auto, life, health etc..) we sell different types of policies, with different coverage levels, types of coverages, different deductibles, etc… Some of these policy products are new offerings, others are well established, and some that are on the verge of being pulled from the market because of relevance to today’s market demands. Second, our Individual status and/or our Agency’s status in the Life Cycle Chart changes over time. In both instances, our Marketing Strategy should reflect where our product or Agency is on the Life Cycle Curve. A startup agency will market completely different from a well-established agency. A new agent is attempting to build a brand image and an experienced agent is marketing his years of experience and knowledge of the industry. Being aware of where you are on the Life Cycle curve is vital to your marketing strategy.

    1. Underperforming ROI – One essential component to a Marketing Strategy is measuring results. It makes no sense to spend financial resources without have a way to measure the return on that investment. There are numerous ways to easily track incoming revenue from a marketing effort. Establishing volume/revenue goals and measuring those results provide the feedback required to either tweak the plan or in some instances, shut it down. If the plan under review is not capable of generating the necessary revenue, stop putting resources into it! Don’t throw good money after bad… Refocus your team, time and money in a different direction after reviewing why a specific marketing plan failed to return the anticipated revenue volume.


    1. Underperforming ROI – One essential component to a Marketing Strategy is measuring results. It makes no sense to spend financial resources without have a way to measure the return on that investment. There are numerous ways to easily track incoming revenue from a marketing effort. Establishing volume/revenue goals and measuring those results provide the feedback required to either tweak the plan or in some instances, shut it down. If the plan under review is not capable of generating the necessary revenue, stop putting resources into it! Don’t throw good money after bad… Refocus your team, time and money in a different direction after reviewing why a specific marketing plan failed to return the anticipated revenue volume.


    1. New Technology – We’re referring to new tools you can use to get your message to your potential or existing client base. Five years ago, Facebook, Twitter, Instagram, Pintrest, YouTube and numerous other forms of communication either didn’t exist or if they did, they were not used for business applications. Today, very few companies DON’T have access to their target markets through these new forms of media. If you aren’t using these and other types of media to communicate with your market, you’re missing out on valuable opportunities. One last comment… I guarantee your competition is!


    1. Change in Product, Service or Demographic – Our business environment is constantly changing, and that will never change. When you have a change in your product offering, let people know! Tell them why they need it, how it will help fulfill a need they have and make their lives easier or safer. YOU are their expert and if you don’t share the news, who will? If you change your hours of operation or provide a new service for claims or policy changes, create a new marketing plan to get the message out. You can use this as an opportunity to increase brand awareness, separate yourself from the competition and also lay the ground work for future sales, with account rounding. If you have a book of business that is dominated by older clients, create marketing strategies aimed directly to that audience’s needs. If you are concerned that your book is largely dependent on older clients that are slowly fading away, then market to a younger demographic. They will be interested in different products and the way you communicate with them will include multiple forms of new technology channels.


  1. Experiment (don’t get stuck in a rut) – Of all the reasons we’ve covered in this report, this is the MOST IMPORTANT! The “if it isn’t broke, don’t fix it” attitude is a guarantee for failure. Yes, if you have a great strategy that is bringing in fantastic results, keep using it! But be aware, all strategies need to be reviewed for ROI and eventually changed when the returns start to fall. Use the time when your current strategy is experiencing superior results to try other types of marketing. Start off small, perform the necessary tweeks, and see what happens… Not all of these experiments will work, but some will. Those that do, will be your new Super Stars when the old strategies begin to slow down.

You may be very satisfied with your current marketing strategies and see no reason to change what has been successful for the last 10 years. I have one request… Stop and think about how consumers have changed their shopping habits in the past 10 years. How has technology contributed to that change? Think of Amazon, Esurance, and marketing campaigns built around Cavemen, “Mayhem” and a Gecko lizard…

Crazy or innovative? You decide!


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Social Media’s Influence on Your Content Marketing Strategy

Content marketing is hot and it is definitely something that you need to be concerned with right now. That is, if you have any hope of making your business a raging success. With that in mind, you need to establish where social media fits into your content marketing strategy.

The influence of social media on your content marketing strategy

There are a few elements that contribute to the role that social media plays in your content marketing strategy, which will really bring your business to the next level. They are:

    • The top social media channels should be taken seriously: It is very important that you recognize the value that the top (or most popular) social media channels play in your content marketing strategy and how those channels contribute to your business’s success. It is also very important for you to understand clearly that those social media channels are not just for personal use but can be used very effectively for business as well.


    • “Social” is a critical part of the success of your content marketing strategy: The social aspect of your strategy will make the difference between success and failure. You understand that social media (if you use it correctly) works because it is about human/emotional interactions between human beings. With that in mind, you should try to take full advantage of that aspect and develop and nurture those relationships to their greatest extent.


  • The power of social media can take your content marketing strategy farther than you ever imagined: There is tremendous power in social media. If you realize that, you can leverage it so that you get amazing results for your business. It is your responsibility to do what you can to make that happen.

The role of social media

Social media has a definite, critical role in your content marketing strategy. In fact, it is one of the building blogs of your entire campaign. There are many different aspects of your content marketing strategy that involve social media and it is very important that you thoroughly understand how to use it most effectively. It will help you when it comes to creating content as well as deciding exactly how to present your content for the biggest bang! If you aren’t certain about how to go about doing that, you can get some help from available tools, which have proven to be extremely effective. Those tools will do a variety of valuable things, including helping you to analyze your target audiences (broken down be various demographics), deciding exactly what type of content will be the most effective and them most popular, tracking and analyzing your competitors through their social media content, and examining your competitors profiles in order to obtain valuable information that you can use to help your own content marketing strategy.

It will be well worth your while to take advantage of those tools (at least the ones that make sense for your particular business). Many of them are free so you won’t have to worry about eating away at your budget.

Integrating your social media channels into your content marketing strategy

First and foremost, it is important for you to understand that your content marketing strategy is actually one solid unit. Many people naturally thing of their content marketing strategy as having two distinct parts that can function independently of each other. That is not a really effective way to approach it. Instead, you should think of your strategy as two connected parts that function in synergy. When you work your social media platforms, you need to pay attention to all of them at once. That is the only way that it will work properly.

Making your content sing

Patience is a virtue and, in this case, it is more important than ever. You should be aware that your social media efforts will absolutely pay off; however, it will take some time. On average, you won’t start to see any real results before six months have passed. Of course, there are always exceptions to that but it could easily take that long. Once you do start to see results, you will feel that your efforts were definitely worth it. Using your preferred social media channels will help you to enhance and turn up the volume on your content and really work your content marketing strategy effectively.


When it comes to your choice to use social media platforms to influence your content marketing strategy, it is very important for you to understand that they are not separate entities. They are both part of the same functioning unit and they are both working together toward the same perfect end. If you work hard and put in the effort, there is no telling how far you can go and how successful your business will be. However, it is important to understand that you can’t take any shortcuts to get there. Before you know it, your brand and your products and/or services will be on everyone’s lips and on everyone’s minds.


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