Archives for February 2015

Rat Race

Rat Race - Pathmaker Blog“The winner of the rat race is still a rat!”

There is no doubt about it, life is passing us by at breakneck speed and everyone is trying to get ahead of everyone else on a daily basis. To describe this phenomenon we came up with the phrase “rat race.” By definition, rat race is  “a way of life in which people are caught up in a fiercely competitive  struggle for wealth or power.” Our quote today is most explicit, forcing us to make a poignant determination – are we one of the rats?

You see, we often believe that if we win the rat race, all is well and good.  But, the validity of the statement, “the winner of the rat race is still a rat,” cannot escape us.  So, now we must ask another question: Do we want our families and employees to think of us as rats?

To avoid the idea of being a rat, we must realize that there is more to life, and even work, than just winning!  To deal properly, and effectively, with people, either at home or at work, we must be human, not a rodent – not even the King Rodent! As you pursue career goals and attempt to get ahead at work, remember that you are human, as are those you work with. So, make sure you are more concerned about the human race and less concerned about the rat race as you proceed through life!

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Search Engine Marketing – PHASE I – RESEARCH

Search Engine Marketing - PHASE I - RESEARCH - Pathmaker BlogPATHMAKER MARKETING AND SEARCH ENGINE MARKETING

It’s hard to believe. Established in 1960, the Internet has been around for over half a century! And there are two things that have always been associated with the Internet: Emailing and Searching. The question is, “Does your Search Engine Marketing Program perform as though it is as old as the Internet itself?? If you feel your Search Engine Marketing Program could serve you more effectively, you need to contact Pathmaker Marketing LLC right away!

“How”, you may ask, “do I know if my Search Engine Marketing Program is meeting my needs or not?”

The answer is in the search results. Where do you show up when someone searches for a term that applies to your company? If you’re not dominating page one, then you need to beef up your Search Engine Marketing efforts.

But it goes beyond that. This is vitally important: The fact that you show up on Page One when you search for your company name and the city in which you are located does not mean you have an effective Search Engine Marketing Program. You see, your Search Engine Marketing Program should be sending you new clients, not people who already know your company’s name and where you are located!

The challenge is to get Page One Rankings when people search for something they want and you offer. As you undoubtedly already know, when someone does an Internet Search and they get voluminous results, they tend to refine their search. For example, if you searched the Internet for “Trucks,” you will get a lot of results! This is when the refinement takes place. You may next go to “Trucks for Sale,” only to find that there is still a large number of listings! So, you keep refining it down until you get to “Chevy Pickups For Sale Between Five and Fifteen Years Old.” We recently worked with an Auto plex in Canada who discovered that there were over 50,000 term variations involved for their product offerings! Your goal is to show up on page one for as many Search Phrases as possible, and that is exactly what the experts at Pathmaker Marketing LLC are dedicated to doing for you!

With Search Engine Marketing you have two categories of terms/phrasesShort Tail and Long Tail. With Short Tail the term or phrase is two words or less. Long Tail is three words or more. The “Tail” gets longer each time you refine your search. Our talented staff can help you determine the Keywords you will want to concentrate on, and then incorporate them into your Search Engine Marketing Program.

At this point you may be wondering, “Why, exactly, do I want Page One Rankings?” The answer is simple: Page One Rankings will get qualified traffic to your Website! Simply speaking, people will click on your listing because they are looking for what you offer! That’s why we at Pathmaker Marketing LLC will concentrate on one thing and one thing only-creating your Search Engine Marketing Program so that it will diligently send you qualified leads.

Pathmaker Marketing LLC has three objectives while developing your Search Engine Marketing Program: 1) Get Page Rankings, specifically Page One; 2) Get Traffic to Your Website; 3) Convert Visitors to Customers. We meet those objectives first though comprehensive Keyword Research. Once we have discovered the Total Universe of Terms, we focus on the Winnable Terms by refining the list. Once we have identified the Winnable Terms, we approach your Search Engine Marketing Program with a five-pronged method of attack.

Our first area of concentration is Pay-Per-Click Advertising. As we refine your Keyword List en route to determining Winnable Terms, we seek those with a low enough Pay-Per-Click cost to make your quest for Page Rankings a viable undertaking. Next, we focus on Search Engine Optimization. This is a specialized undertaking that the Pathmaker Marketing LLC staff is most adept at, and has had excellent results with for many other clients!

Then we focus on Link Building. A science in itself, Link Building is one of those tasks that, while appearing to be tiresome, burdensome and even boring, is an important aspect in a Search Engine Marketing Program.

We follow Link Building with the development of Social Networking. Unbeknownst to many business people, Social Networking can be an integral part of their Search Engine Marketing Program, and not just a way to keep in touch with friends.

Last, but certainly not least, our talented staffers can help you develop a Blogging regimen that will anchor your Search Engine Marketing Program, as each post will work directly to strengthening your Page Ranking. Utilizing our knowledge and skills regarding Blogging. You can even retain us to actually write the Blog Posts for you.

We Can Help You DOMINATE Search Engine Real Estate!

entry level package

Ever hear the term: location, location location? It refers to where you want to buy real estate. It’s sage advice to not put your dream house in a run-down neighborhood if you expect it to gain in value. It’s better to have the small house in a good neighborhood than the big house in a bad neighborhood.

There’s a similar adage when it comes to marketing your website:

Dominate page one real estate in search engines if you expect to turn your website into a revenue powerhouse. When someone searches for a term, and all the listings on page one refer to your organization, you’ve effectively eliminated the competition on that search term! And Pathmaker Marketing can help you do it. We’ll help you use blogs, link building, social media, pay per click advertising, and search engine optimization to dominate search engine real estate, which will bring more visitors to your website. And we’ll help you convert those visitors into assets such as emails lists, sales leads, and sales!

Contact Us to Today See How We Can Help You
Turn Your Website Into a Revenue Powerhouse
623.322.3334

Through any of our Search Engine Marketing Packages, Pathmaker Marketing can help you employ appropriate strategies to dominate page one real estate for your organization.

entry level package

This package includes the basics you need to begin securing more real estate for your organization in search engines such as Google, Yahoo and Bing.

  1. Strategic Keyword Research – We will put our powerful tools to work identifying up to 50 relevant keywords that people are using when they search for organizations like yours.
  2. Keyword Prioritization – We will run the keywords identified in Step 1 through our Keyword Difficulty Ranker, which is proprietary software that helps us pinpoint which of those keywords will be relatively easier than others to establish dominate positions for your organization in search engines.
  3. Traffic Conversion Ideas – We will provide 6 strategic suggestions to improve the traffic conversion process on your website. This will help you convert visitors to assets such as email lists, sales leads, and sales.
  4. Volume Link Building – There are various different kinds of inbound links that will help your website get higher rankings in search engines: Volume, Authoritative, Deep and Local. Search engines will see these links as improving your site’s “popularity”, making them valuable for increasing the site’s rankings. This process drives traffic to your site. For this package, we’ll work to develop Volume Links (100-300 inbound links to your home page).
  5. Pay Per Click Advertising – We will work with you to set up a Google Adwords account and launch Pay Per Click advertising. The cost for Pathmaker to set up and manage the campaign is included in this package. Advertising costs – the amount you are charged each time some clicks on your ad – will be paid by you directly to Google. We do not “mark up” or broker the exchange of money you pay to Google or other search engines for paid advertising. As a starting point, we request $100 in click through traffic each month for the six month period. (You can increase this Google ad spending amount if desired).
  6. Dedicated PPC Landing Pages – We will coordinate appropriate dedicated landing pages to which all advertising visitors go. This will help convert site visitors into lists, leads or sales for your organization.
  7. Google Conversion Code – We will install Google Conversion Code onto your website to help us identify and report to you which of your keywords are the most successful at driving traffic to your site.
  8. Social Networking – We will work with you to expand your search engine listings on your priority keywords through social networks such as Linkedin, Twitter, Facebook, Myspace, Plaxo, etc.
  9. Accountability – We are accountable to you and will provide a regular Progress Report on our accomplishments on your behalf.

advanced package

This package includes everything in the Entry Level Package PLUS search engine optimization and most in-depth link building.

  1. Social Networking Growth – We will help you get friends and followers in your social networks and begin promoting your products, services and events through them.
  2. Search Engine Optimization (SEO) – We will identify the 6 most promising keywords for getting search engine traffic to your site and have tweaked your site to convert visitors to assets, then we will begin the process of optimizing various pages on your site to be found by search engines – using the keywords we identified. The goal of this step is to see your website get ranked in the Top 10 listings on Google on your priority keywords. To do this, we will make SEO improvements to your site copy, keyword density, page titles, meta tags, etc.
  3. Search Engine Submissions – We will submit your website up to 25 different search engines, including Google, Yahoo and Bing.
  4. Link Building – We will build upon the Volume Link Building performed in the Basic Package to add the following.
    1. Authoritative Link Building: We will work with you to identify outside sources that are considered experts in your industry and work to establish links from as many of these sources as possible.
    2. Deep Link Building: Each month, we will strive to secure inbound links to subpages on your website.
    3. Local Link Building: We will strive to secure links that show your business, along with other businesses in your area, when someone searches for your keyword in your location.

premium package

This package includes everything in the Advanced Package PLUS additional SEO and a powerful blog tool that can significantly increase your organization’s presence on the Internet.

  1. Additional Search Engine Optimization We will optimize for an additional 6 keywords, and help you add additional content to accomplish this if necessary.
  2. Blog Marketing – This powerful tool will take you leaps ahead of other blog tools in terms of getting you ranked in search engines. We will:
    1. Design a header and buttons for your calls to action.
    2. Incorporate 15 of your strategic keywords into the blog, giving you one blog for each keyword. Each time you post content to one of the keyword blogs, that content will automatically flow to others of your keyword blogs as appropriate.
    3. Help you reach a critical level of 200 blog entries by offering our expert ghostwriting services to post 2 blog entries per week for each of the 6 months. Our research shows that 200 blog entries is the level at which you will begin to dominate page one real estate in search engines!
    4. We will autoflow the Blog onto the blogging networks (WordPress, Blogger, LiveJournal, Xanga, Vox, etc.

* Entry Level and Advanced Packages are for a 6-month contract, and and Premium Package is for a 1-year contract. All fees must be paid in advance each month by credit card or check.

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Is “Good” Good Enough?

Is “Good” Good Enough?“Wherever you go, go with all your heart.” ~ Confucius

“The most beautiful things in the world cannot be seen or even touched. They must be felt with the heart.” ~ Helen Keller

I’m not going to build a case in this post. I’m going to answer the title question and hope that I leave no doubt whatsoever in your mind that the answer I propose is the only right answer.

The answer is that “good” is never good enough. Good is merely “okay.” It is doing only what is expected. It is never stretching to reach a greater goal. Good is mediocrity. It is certainly not giving something all you have got.

Good is a reasonable effort without the passion of one’s heart. Good is lukewarm – neither hot nor cold. Good is getting by. Good is ordinary. Genius is the brain at work. Greatness is the heart at work. Good is just working at work.

Steve Jobs, the founder of Apple, once said, “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.” Jobs saw great work as a matter of the heart.

The Holy Bible, the source of inerrant truth, admonishes us to do all that we do to the glory of God. Would you offer God less than all of your heart and mind and soul and strength?

I love writing. I write about everything from sermons to the stock market, from inspiration to immigration, and from micro-technology to macroeconomics – and I love every minute of it! Let me clarify – I do not just do what I love to do. Rather I have learned to love whatever I set my hand to do. If I am going to do something, I am going to do it with great passion. It makes life thrilling.

I cannot imagine the shallow life a person lives just being good at something. What is the point? Being good can’t even get you to heaven. That takes a passionate submission to the love of God and obedience to Him. (John 14:6)

Another writer once told me that what he writes about doesn’t matter – he’s just putting words on paper to make a living. In my days of operational management we called that a “lunch bucket mentality.” It’s a description of a boring life of punching a clock and doing the same mindless work day in and day out without any passion to excel. It’s an “I punched the clock – I put in the time – Now pay me” kind of lifestyle in which people start the work week by counting the days and hours until the next weekend.

I am sorry to tell you that the life of “good” is available to you, if that is what you really want. But you need to count the cost before you make your choice. Why settle for good, when you can be great?

John Piper said, “Most people slip by in life without passion, spending their lives on trivial diversion, living for comfort and pleasure.” Some would call comfort and pleasure a good life. He calls it a wasted life. If you don’t agree with him now, someday you will. If you are living a “good” life and doing a “good” job, it’s not too late to make your life and your work great.

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Life is like Football

Life is like Football“Life is like a football game – you need to make a few first downs before you score your touchdown!”

I have noticed in my lifetime that football has replaced baseball as America’s favorite spectator sport. And, since the 1930’s, when two of Notre Dame’s Four Horseman, Elmer Layden and Jim Crowley, made the long, low-probability “Hail Mary” pass a part of the team’s arsenal, we have been thrilled every time it pays off, And, those instances are burned indelibly into our brain, forever a part of football lore. However, what we don’t remember is all the times that it doesn’t work! The more productive course of action is a well thought-out game plan that incorporates a balance of running and passing plays, building up a series of first downs that eventually leads to a score! There is a lesson to be learned here in the business world, too!

Successful businesses, really successful businesses, are built over a period of time with a lot of creativity and hard work involved. You have to grind out success, taking chances when necessary, but not allowing every business decision to be a “Hail Mary” in nature. However, we have too many entrepreneurs going into the business world with the thought that they are going to get rich quick via the good ol’ “Hail Mary,” and are not prepared, nor willing, to grind out the first downs!

One of the reasons this may be true is that our entrepreneurs of today have not had the training to be successful, and don’t know where to go to get it. That’s why Pathmaker Marketing, LLC has dedicated itself to assisting companies, new and old, in this exploding world of technology that we live in. To see how Pathmaker Marketing can help you with Website Design, Search Engine Optimization, and Search Engine Marketing click here. One thing you can count on is that we won’t just throw up a “Hail Mary” on your behalf!

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Mobile Phone Users Outnumber Toothbrush Owners

Mobile Phone Users Outnumber Toothbrush Owners - Pathmaker BlogThe mobile industry is now dominating the markets: nearly everyone in today’s world has a mobile phone, if not two or three, and a large percentage of these phones are smartphones. Users are using smartphones nowadays to do everything – from online shopping to booking business meetings to keeping up to date on all their social media accounts.

It is true: there are more mobile phone users than toothbrush owners in today’s world. And the trend is only multiplying substantially as technology develops faster and further and becomes even more a part of the daily routine of the modern world.

With so many smartphone users and mobile clients, this also means one important thing: the mobile market is a growing industry that can’t be ignored. The problem is, most businesses forget it is there. The majority of businesses invest less than one percent of their marketing budget on mobile clients, and this is a huge mistake.

With so many mobile users these days, there are hundreds of different creative ways to get consumers’ attention, or to raise awareness about your brand. Everyone these days has a social media account, so marketing your brand on App-friendly pages like Facebook, Twitter, Instagram and even Snapchat are all good ways to get started.

But just because those are easy ways to get involved with the mobile industry doesn’t necessarily mean they are the only ways, or the best ways. With so many Apps available, the competition to create a mobile-friendly App for your brand is fierce, and a lot of clients and consumers don’t have the space, or time, to skim through the markets and find your App.

There are a lot more ways, and creative routes, to get more involved with the mobile market and amplify your name. Here are some important stats shared in an InfoGraphic to keep in mind as you start thinking about your next Mobile Marketing effort:

Mobile Phone Users Outnumber Toothbrush Owners.

Ivan Serrano is a social media, business and finance journalist living in the Bay Area of California.

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Should We Really Reach for the Stars?

Should We Really Reach for the Stars?Just as it is impossible for us to number the stars, I suggest that it is also impossible to number the times that someone has tried to inspire us by telling us to reach for the stars. I understand what the metaphor means, but over the years, I have come to view it as bad advice. Let me explain.

I have worked with a lot of people who have become disillusioned, frustrated and even bitter because, no matter how hard they have tried, they have never been able to reach that star, or any other star. It’s as though the axiom is as impossible as the reality. There’s a good reason for that. It is impossible.

So, why would someone tell us – or why would we tell someone else – to reach for the stars? My answer is that it is done because of a faulty worldview and of a wisdom that is foolishness to God.

Our Creator did not put the stars in place for us to reach them, regardless of whether we are speaking in terms of metaphor or reality. He put them there for two reasons. First, to testify to His existence and glory (Psalm 19:1) and, second, to be signs for us (Genesis 1:14).

Sailors have understood for millennia how to navigate by looking at the stars and their positions in the night sky. They don’t try to reach the stars. They look to the stars to guide them.

I think that there is a simple, Biblical principle at work here, and I believe that it applies to everything in life. The Bible doesn’t tell us to reach out to God. Rather it bids us to come to Him through His Son, Jesus Christ. That’s because we cannot reach God any other way (John 14:6). Neither does the Bible teach us to seek anything apart from the kingdom of God and His righteousness (Matthew 6:33). When we do that, He sets our goals and He paves the way for us to reach the plateaus and successes He has planned for us.

Rather than reaching for the stars or reaching for God, the Bible instructs us look to Him to guide us. All the instructions we need are in His Word, and all we need to do is to love Him enough to follow those directions, do our best and let Him take care of the rest.

The principle applies in every area of our lives. It works at work. It works at home. It even works on vacation. Despite what network marketers promise if you put a picture of the car or home of your dreams on your refrigerator door, it is far better – and far less stressful – to focus on the tasks that God has appointed you to and let Him provide you with what He already knows you need (Matthew 6:32) and what is, at the same time, the best for you.

We need to be careful before we buy into conventional wisdom, age-old axioms and cutely-coined phrases. What may sound innocent may be so deceptive that it could put people in a position to become dissatisfied with the way their lives have seemed to go, all because they innocently put their all into the fine-sounding, misguided direction we have given them.

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Teaching Empathy on Valentine’s Day

Teaching Empathy on Valentine’s DayValentine’s Day creates a lot of excitement for children and students, and of course, there are plenty of teachable moments around during the day. As a teacher you might cover the history of the holiday, some Valentine’s Day-themed math, or a fun heart-shaped art project. The opportunities are endless. But Valentine’s Day is also a great time to talk with your children about compassion and caring. Whether you are a parent, grandparent, or a teacher, Valentine’s Day is a perfect opportunity to teach valuable lessons to those precious children who are dependent on you to help mold their character for life.

“Empathy” is a habit we can cultivate to improve the quality of our own lives. It is also the ability to step into the shoes of another person, aiming to understand their feelings and perspectives, and to use that understanding to guide our actions. Valentine’s Day certainly stirs feelings and emotions in all of us. We all have different tastes and desires. Empathy is about discovering those tastes in others and respecting the differences that each of us possesses.

Learning about empathy on Valentine’s Day can become a reality through the giving of a very special gift, The Tales of the Kingdom Trilogy which is a beautifully illustrated fairy tales collection used to teach life lessons to those who read them as well as the younger children to whom they are being read. Since old and young alike need to develop this habit of empathy these fictional, inspirational stories can be just the gift you may be looking for this Valentine’s Day.

You can be assured that your understanding of others will be enhanced and your actions towards those who may be different from you will take on more meaning. Interestingly and excitedly you can find out how this life lesson is learned by acquiring The Tales of the Kingdom Trilogy.

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Time for a Spiritual Health Assessment

Time for a Spiritual Health AssessmentHow long has it been since you had a “physical?” Valentine’s Day is a good time for a spiritual health assessment.

Every one of us needs an occasional visit to the doctor for a checkup to make sure everything is working alright and that we don’t have an unknown serious health condition. From the outside things look pretty good, but a fatal condition may be hiding on the inside.

The same is true of our spiritual lives. As we go through life, we often miss clues that our spirit is not enjoying the good health that God created it for. Just as our doctor orders tests to diagnose potential physical problems, God has given us a process of evaluating spiritual conditions in our lives.

But the fruit of the Spirit is love, joy, peace, patience, kindness, goodness, faithfulness, gentleness, self-control” (Galatians 5: 22-23). Each of these is a characteristic which should be active in our daily spiritual activities to keep us spiritually healthy.

While we buy those products which keep us physically healthy, so we should do the same for our spiritual health. As Valentine’s Day approaches our thoughts turn to gifts of lasting value which show our love for the ones for whom we designate our gifts. The Tales of the Kingdom Trilogy is one of the best gifts to nourish the spiritual needs of each person. The beautifully illustrated fairy tales are a collection of life lessons which shape character in each of us. The Trilogy are fictional, inspirational stories which can teach those characteristics by which we can assess our spiritual health.

The Tales of the Kingdom Trilogy is that gift which will benefit that special person or those special people we care about not only physically, but spiritually. Children of all ages, as well as adults, will be able to use this assessment tool for many years to come.

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Valentine’s Day Forecast: Sunny with 100% Chance for Love

Valentine’s Day Forecast: Sunny with 100% Chance for LoveLove is not just for couples — what about your kids? Who says that Valentine’s Day should be restricted only to romantic love? No other day can conjure such powerful imagery of chocolate, flowers, and love. We can all benefit from an expression of love. It seems that Valentine’s Day may be more widely accepted if it was truly a day for love. Not just romantic love, but love in all of its forms.

Valentine’s Day offers us a unique opportunity to undertake a new perspective on how we choose to celebrate love. This special day is not just for couples, but for everybody in your family. While your friends may be buying flowers for someone, perhaps a spouse, consider the people in your life that you love, and that love you back. Something special for Mom, a telephone call to your Dad, or perhaps your daughter would appreciate flowers as much as your spouse. A display of love towards children, parents, or friends can be completely rewarding. Random acts of kindness to others that you meet on Valentine’s Day or any other day can bring a sense of well-being.

In the midst of all the various means of showing love to others there is a gift that will continue to express love in a way that keeps on giving. The Tales of the Kingdom Trilogy are modern fairy tales illustrated with beautiful artwork that teach about love and other life lessons which others will appreciate. This fairy tales collection is definitely a means to an end of expressing love in all your meaningful relationships!

Love is not just for couples. Love is for your kids too! Order the Tales of the Kingdom Trilogy today to sit down and enjoy reading a good storybook with your loved ones, while learning about love, courage, friendship and more! So while preparing for Valentine’s Day know that there is a gift which everyone in your family can enjoy and share, from the very young to the elderly. We all “love LOVE!”

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Keep Rowing

Keep Rowing“Business is like a man rowing a boat upstream. He has no choice; he must go ahead or he will go back.”

~ Lewis E. Pierson

Not only is that statement true about business, it is also true about life. Anyone who does not accept that as fact, has to believe that there is some kind of alternative. The only real alternative is to “go with the flow” and drift along wherever the current takes you.

Any Dream about Floating through Life Will Turn Out to be a Nightmare

I have spent a lifetime watching people attempt to drift through life and through work, expending the least possible amount of effort necessary to put food on the table or to keep a job. I am amazed at how successful some of them have appeared to be along the way. By “successful” I mean achieving their daily goal of just getting by. Most of them, however, end up finding that life is a lot like the Niagara River. Doing just enough to get by, ends up putting them in a desperate situation of rigorous rowing to prevent passing over the precipice and crashing to the rocks below.

People who venture out into that river in real life end up paddling much harder than they would have had they done much further upstream. Without help, they soon discover that all the rowing and paddling in the world will not help them once they are past a certain point. To compound matters, that certain point is usually a lot further upstream than they had reckoned.

Understand that the Goal is always Upstream

Not every business that fails does so because the owner did not accept the concept of hard work. Not everyone on welfare is there because of a lack of desire to work. Sadly, however, though not all, there are many who are where they are simply because “life is too hard” or they didn’t like their job. I know some of them, so you probably do too.

Objectives are always reached by applied effort. It is a rare thing in life when the flow takes you where you really want to go. If that were the case, paddle wheelers wouldn’t have paddles and Fulton’s folly would have been that there was no need to use steam to power a boat.

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