Inbound Marketing A through Z: Beginning a Marketing Consultancy Part II

In yesterday’s article I discussed my inbound marketing consultancy, The Ultimate Internet Image, and also discussed the Offline Gold Rush, the race to inbound marketing consulting riches and those individuals exploiting this trend with hype and irresponsible claims:

“Step right up and make $5,000 to $10,000 per month with your eyes closed! Oh yeah, while standing on your head…Yeah, that’s the ticket!”

I think I mentioned something about prime oceanfront property in Arizona while I was at it?

And PT Barnum?

Well, once again:

”Step right up!”

Additionally, I discussed the awareness, empathy, and experience required to effectively advise and assist traditional offline businesses. The aforementioned awareness is an absolute necessity whether you are working with brick and mortar businesses (retail), professional practices, service-oriented businesses, and/or specialty shops.

Hopefully, I put the seriousness of the commitment we all make when we take on a new client in perspective? The relationship you have with an inbound marketing client, with any client, should indeed be viewed as a marriage!

Finally, the online and offline worlds were discussed as they relate to an overall marketing strategy, a marketing strategy that includes both inbound marketing and targeted, quantifiable outbound marketing under a single umbrella, and umbrella I refer to as a synergy of the two, hybrid marketing.

In this article I will discuss how The Ultimate Internet Image prepares for a comprehensive, inbound marketing consultation and competitive analysis. Interestingly, at The Ultimate Internet Image we focus first on an inbound marketing consultation, helping the prospective client understand new media marketing, and then, once the client is on board, work towards integrating the best outbound techniques into a hybrid marketing model tailored to the precise needs of the client.

In many instances, preparation for a marketing consultation and competitive analysis begins long before we receive the call from a business or professional practice (another kind of business) for an appointment. The preparation begins with targeting an audience, a target market we feel will be receptive to our message.

Significantly, the same methods we use to acquire clients, a hyrid approach to marketing, are often used to acquire clients for our clients. If it works for us, it will generally work for our clients, with a few variations and tweaks of course. So, we are aware of how many of the businesses and practices operate, at least generally, before we ever receive the call.

Once the call is made or email sent, an appointment is set. The initial marketing consultation is usually set a few days out. Interestingly, I grew up in the school that advocated the opposite, striking while the iron is hot, “porcupines in heat” and all of that (I will explain later).

However, we have found that a little extra time accomplishes a number of things:

• It eliminates the tire kickers. Remember, this is a long term relationship and we only want clients who take a long and broad view. If someone is in that big of a hurry to meet, while we will certainly do all in our power to accommodate them, warning bells begin to sound. Slow and easy wins the inbound marketing race, not pressure and hype, from either end.
• It allows for qualified appointments, appointments that allow the prospective client to do a little poking around. If they do, they invariably find out that we are the real deal and can do what we say we will do.
• It allows us to do all the research we need to do in order to understand their business inside and out.
• It allows us to crawl inside the niche and understand who the players are and how we are going to attack them. Yes, attack!
• It allows us to put all the data we collect into a binder so when we present our findings to our new client. As a result, they know we are serious and we do our homework. We do NOT use a canned presentation or “pitch book!” Every clients is unique, if we do our homework without a commitment and without being paid, how much more will we do for them once we are on board?
• It allows us to get beyond credentials, references, and business cards and on to how we can serve them as a marketing expert.
• It eliminates money as the deciding factor in almost every instance…or at least moves it way down on the list of objections and obstacles.
• It allows us to answer most objections before they ever come up!

Once we do our homework, homework that includes a myriad of factors, we meet with the prospective client. The inbound marketing consultation and competitive analysis, as stated in Part I, takes between and hour and a half and two hours on average and is the first of at least two meetings.

UII never closes on the first visit, there is too much in stake on both sides of the table.

In the inbound marketing consultation and competitive analysis we discuss the following:

• How the owner got into business or profession they are in, including where they went to school and where they live now.
• Did they grow up in the area?
• How long have they been in business?
• What is the biggest challenge they are currently facing?
• What is the issue they are currently and consistently grappling with that concerns them most?
• What have they tried to do about it?
• What marketing strategies are they currently employing?
  • Are they online?
  • Do they have a website?
  • Do they understand SEO?
  • Do they use social media?
  • Who writes their copy?
  • Are they using PPC (pay-per-click)?
  • What is their monthly ad spend?
  • Are they tracking the results?
  • If so, what are the metrics?
  • Do they use video?
  • If they use video, how?
  • Who produces their video for them?
  • Do they use audio?
  • Do they have a blog?
  • Do they have an online shopping cart?
  • How big is their email list?
  • Do they have an email list?
  • How often do they contact their clients, past and present?
  • Do they have an active referral system?
  • Do they know how they rank with Alexa?
  • How do they rank with Quantcast?
  • Do they use analytics?
  • Do they show up and page one of the various search engines?
  • For what keyword phrases?

And so on!

Interestingly, by the time we meet with a prospective client, by the time the questions above and many more like it are asked, we already know the answers.

The Ultimate Internet Image does a comprehensive analysis of not only the prospective client’s business or practice, their Internet Image, their online presence and effectiveness, we also do a complete analysis of the top ten competitors in the niche.

Significantly, with the tools at our disposal, we are almost always right on the money.

Pun intended!

Using the resources we either own or have memberships to, we will know what a prospective client’s PR is (Google’s Page Rank), how they rank with Alexa and Quantcast, what keywords they are paying for and how much they are spending per click, per day, and per month.

UII will also know what keywords a competitor is buying and which ones overlap with the ones our prospective client is focusing on. The Ultimate Internet Image will also know which keywords are competed for organically and how vulnerable the prospective client and their competitors are to being bumped down and/or off of page one.

We also have a complete list of the keywords and their frequency, every keyword phrase used, on the client’s site. All the data is assessed and quantified. We then do the same for each of the competitors.

Links and Longevity

Links and longevity are two of the most important factors in achieving a page one ranking for the various keywords of interest on the various search engine results pages (SERPS). The number of pages a website has will have a profound impact on its rank, provided the pages, as well as the website as a whole, are put together properly and have the proper focus (i.e., keywords, keyword density, overall construction, etc.).

Significantly, UII will also know how many pages our prospective client’s site has indexed with the various search engines. The Ultimate Internet Image will also know how many pages each of the competitors’ sites have. In other words, every page indexed with Google, Yahoo, and Bing will be accounted for and compared. We will also know how many incoming links each site has and where they originate.

This is, of course, the tip of the iceberg. However, it provides a window into just how complete an analysis is required if you are to understand a prospective client and their competitive niche.

This takes more than a $97 e-course or a $997 e-course, it takes everything mentioned in Part I, and above:

• Awareness
• Empathy
• Experience
• Preparation
• And so much more!

Ultimately, the decision of whether to create an inbound marketing consultancy is your’s. However, whether you are considering the creation of a comprehensive hybrid marketing firm or one that is more specialized, a consultancy dealing solely with inbound marketing, social media management, video marketing, or one of the many other niches within marketing, you must become a student of your craft, a student of not only one aspect of marketing but of the businesses you intend to serve.

Success in inbound marketing, in any aspect of marketing, is a Herculean task and one not to be taken lightly.

The Siren’s Call?

The $5,000 to $10,000 per month?

It is do-able!

However, you must over-deliver and you must become a student of marketing. Forget about The 4 Hour Workweek and that business about working 2-3 hours a day. If you are going to serve your clients to the best of your ability, you will have to put in the time…and the money!

As stated in Part I, when you take on a client you are taking on a trust, you are entering a long-term business relationship not unlike a marriage. So, once again, become a student of your business, inbound marketing, social media, whatever; and, their business. If you do so, you will serve your clients well and have a good shot of making it long-term; and, you will make a lot more than the amount advertised by the Internet marketing “gurus” attempting to cash in on the latest Gold Rush, the Offline Business Gold Rush.

Finally, Michael Gerber stated, in The E Myth Revisted, that 80% of all businesses fail in the first 5 years. He goes on to note that 80% of the remainging 20% fail in the second 5 years.

A sobering statistic!

You have the opportunity to help others make it through the transtitional periods, including the marketing shift currently underway; and, in the process become not only a lasting business in your own right but earn life-long clients, as well.

In Part III of Inbound Marketing A through Z: Beginning a Marketing Consultancy we will address many of the strategies we use at The Ultimate Internet Image to take clients from a 0 PR, often stuck there for years, and absent from page one of the various SERPS, and create for them a powerful and lasting online presence…The Ultimate Internet Image.

Contact us anytime for a comprehensive inbound marketing consultation and competitive analysis.

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004 (bus)
440-821-7018 (cell)

Beginning an Inbound Marketing Marketing Consultancy and the Gold Rush

Offline Gold, 4 Hours a Week, and the Business of Marriage

First, before we get started I want to warn you, this is going to ruffle a few feathers. In fact, that is part of the reason I am writing it!

There has been a lot of talk about Offline Marketing Gold, particularly as it relates to social media management and inbound marketing. This article is the first of three parts. The first is more conceptual, broad strokes and my take on what is happening online in marketing today. I also talk about whether you are the right fit to pursue inbound marketing as a career.

And yes, it is a career!

An inbound marketing consultancy is not The 4 Hour Workweek and it is not 2 hours a day from the beach. My clients at The Ultimate Internet Image want results and they want to see me or at least hear from me…often.

After all, I have their professional lives in my hands (I will explain below).

So, just a warning before we begin. I will be all over the place today but tomorrow I will pull it all together and provide the actual nuts and bolts, the resources I apply from the time I begin to assess a prospective client through signing them as a marketing client of The Ultimate Internet Image.

In Part III of Inbound Marketing A through Z: Beginning a Marketing Consultancy I will address the various options you have for developing a client’s Internet image or online presence, the software we use at The Ultimate Internet Image to get clients to page one in hours (our record in 56 minutes) and the strategies involved in keeping them there. Additionally, and this is crucial, I will address how we get page one listings to convert into clients, ultimately into dollars.

Yes, Google’s page one is nice, you can’t beat it, but once there, and once someone visits your website as a result of a page one organic (or sponsored) listing, how do we get the visitor to act? The strategies we use at UII will be addressed in detail in Part III.

So, on to the Gold Rush!

I have been reading a lot about all the money to be made in “offline” business consulting, inbound marketing consulting to be more precise. The offline business world is made up predominantly of brick and mortar businesses (retail in all its many manifestations), service oriented businesses (e.g., HVAC, plumbers, landscapers, contractors of all sorts, computer repair, etc.), professional practices (e.g., medical doctors, dentists, chiropractors, podiatrists, attorneys, accountants, etc.), and speciality providers. I use specialty providers as a catch-all for those types of businesses where a special service or a special order is required, you can’t just walk in and buy something; there is a process.

In other words, there’s a lot of “gold in them thar hills!”

Or at least that’s what certain savvy marketers would have you believe.

“Step right up ladies and gentelman,” as PT Barnum would say, “watch me pull a rabbit out of my hat!” Or? $5000 to $10,000 a month!

Those are the numbers I see thrown around each and every day. Significantly, the numbers are being thrown around on the Internet; and, almost always by Internet marketing “gurus” selling programs on how to make $5000 to $10,000 a month offline!

Hmmm?

I am often amused when I read such claims, not because there isn’t some validity, because there is, but because it seems the offline world, whether retail, service-oriented, professional, or specialty, has become the latest California Gold Rush. And, as is always the case when “gold fever” strikes, there is no shortage of shrewd Internet marketers out there ready, willing, and very able to stoke the fire and fuel the hype. We’ll get into the distinction between hype and reality in a bit.

Picks and Shovels Anyone?

You may have heard the story of Samuel Brannan (1819-1889), the founder of the California Star and the proprietor of the Sutter Fort store, among many others. Sam Brannan made his fortune selling picks and shovels, predominantly shovels, to the miners and wannabe miners caught up in the California Gold Rush (1848-1855) fever of the day. The story is told by J.S. Holiday in Rush for Riches; Gold Fever and the Making of California (1999).

Interestingly, it is said that Brannan used tithes collected from members of the LDS Church to buy the shovels and then ran (some say strode) through the streets, holding a small vial of gold dust and yelling:

“Gold! Gold! Gold from the American River!”

The tithes were actually colllected from the earnings of the LDS miners themselves.

Brannan never spent a dime of his own money, he simply parleyed the money of others and then fueled the hype so people who were thinking about cashing in had nowhere else to turn for their supplies. The Sutter Fort store is said to have sold $150,000 per month worth of supplies in 1849.

In 1849!

Not bad for someone who never mined an ounce of gold himself. Sam just preyed on the gullibility and the greed of others to make his fortune, Brannan’s own greed is, of course, notwithstanding.

I hope you can see the parallels?

It seems every time there is a new idea, a gimmick, or whatever, there’s no shortage of Sam Brannans ready to cash on the gold rushers. In this case, the offline gold rushers looking for all that offline business gold.

Inbound Marketing Gold!

Is it real? Yes…and no!

Yes, there is money to be made inbound marketing consulting, or offline business consulting if you will. And no, it is not as easy as many Internet marketing gurus would have you believe, not by a long shot. But that doesn’t stop savvy marketers from charging $97 or $997 or $997 or $9997 and up for the Holy Grail, the secret to end all secrets, the ultimate cash-in:

Offline Business Gold!

Let me qualify all of this before we go any further.

I almost said “Let me say this about that!” A Richard Milhous Nixon moment – Phew – what a flashback!

OK, back to inbound marketing consulting!

There always has been and, no doubt as we move into an era of greater and greater specialization, always will be, a need for consultants. However, we are talking about the need for marketing consultants who are intimately in tune with the offline business world and, in particular, with the needs of the traditional brick and mortar retail business, professional practice, service-oriented business, or specialty shop. The familiarity does not have to be specific to the client’s business but there must be an overall awareness of what it takes to survive in the “offline” world. There must also be an awareness of how outbound marketing may still fit into an overall sales and marketing strategy.

Why?

Because without awareness and flexibility there can be no empathy and if you can’t put yourself in your client’s shoes, how can you possibly understand their needs, wants, and desires?

Online vs Offline

Additionally, we do not live in an online world, we live in a world that is both online and offline; and, to neglect either is to fail your client. Yes, we are becoming increasingly connected, particularly in the developed world, and the developing world is catching up fast, but remember, being connected, having access to an Internet connection, does not always mean using the Internet connection.

It’s interesting how many advertising and marketing people I talk to, online and offline, inbound and outbound, who think in terms of one world when in fact there are two.

Some people never turn on a computer, don’t know how to set up an email account, much less check it, and really could care less. If you neglect that portion of your client’s market, you are leaving a ton of money out of the equation; and, perhaps it may be the difference between profitability and bankruptcy.

OK, so you say you have an awareness and you have empathy. You also feel you understand the importance of a hybrid approach to marketing, the synergy between outbound and inbound marketing strategies. And, finally, you have been there, done that in one way or another.

That’s great! If you can communicate your awareness, and your empathy, to you prospective marketing client you may have a shot.

If not?

You may want to consider a different career choice.

I am not trying to burst anyone’s balloon here but we are talking about peoples’ lives, their business and personal well-being will be in your hands. If you fail, there is a good chance your client’s business will fail…or at least take a significant hit. This is serious and it takes more than a ninety-seven dollar course or a nine thousand, nine hundred, and ninety-seven dollar course to get you there, it takes time, awareness, empathy, imagination, experience, and thick skin.

Yes, very thick skin!

This is not checkers, this is chess; this is about strategy and the stakes are high! As I have said in previous articles, you take on a scared trust when you acquire a client. And, if you drop the ball, your client takes the hit professionally and personally. Additionally, your performance affects your client’s family’s well-being, their employees’ and their empolyees’ familys’ well-being; and, particularly if the client has a sizable business or practice, you may affect the entire community.

Still want to be an inbound marketing consultant?

If so, there may be hope for you!

Combined with your marketing knowledge generally, and inbound marketing experience specifically, you must be able to integrate the business’ personality, and that of its owner, into your marketing strategy. That sort of understanding and familiarity takes getting to know your client over a period of time. To that end, you must have access to your client on a regular basis.

In many ways, your new relationship with your marketing client will be like a marriage; and, you should be prepared to be in it for the long haul.

Beware!

If someone is looking for a quick fix, look out!

Quick fixes are rare and generally take a lot more money than the individual requiring such a “fix” is willing to invest. It is kind of the like the tutor who gets a phone call two weeks before the end of the school year, the child is failing, and the parent wants the tutor to help the child pass the course. Some things are beyond repair and others, while not beyond repair, simply take more time than you are afforded.

Assess your individual clients carefully, listen to what they are saying, and select your clients after getting to know them. Remember, you are going to be married to them for a long time! Make sure you can work together and do not go into an arrangement simply to make a sale thinking you can fix it later. Most of us who have been or are married know that doesn’t work. Make sure you are on the same wave length right from the start.

Inbound Marketing vs Outbound Advertising

Additionally, just as you must understand there is an offline and an online world, you also need to understand that marketing is not an us or them proposition, outbound versus inbound. In marketing, it is whatever works, whatever communicates the message the client is attempting to get across and doing it in a way that converts a prospect into a client. In other words, you must be able to tailor your marketing message, your USP if you will (unique selling proposition), in such a way that it causes people to take a specific action…whatever that may be.

Ultimately, marketing is about creating a message that will be received in a positive manner; and, the message must prompt a specific, quantifiable action. Significantly, while this is indeed becoming an increasingly relationship-oriented, permission-based world, particularly as it relates to marketing, inbound marketing; there are times when a targeted outbound marketing strategy is warranted. Interestingly, a targeted direct mail strategy will often work quite well, particualry if it is well crated and focuses on the client’s target market. Additionally, there are times when a focused, properly tailored ad campaign will delver results in the local newspaper.

However, and this is big, the outbound marketing campaign must be targeted, trackable (ROI verifiable), and it absolutely must be part of a much broader holistic, hybrid marketing strategy. In other words, the marketing strategy you create must be the best of both worlds, inbound marketing and outbound marketing under a unifying umbrella.

Still with me?

Perhaps you will make it!

Given you have the necessary awareness and empathy, combined with experience; and, once you have an understanding of your client and your client’s business, you are ready to devise a marketing strategy that will fit the needs of the business.

How do you do that?

Well, up until now we have been talking in broad strokes. Now that you have made the decision to create a marketing consultancy, you need to make a decision concerning the type focus your marketing consultancy will have. Will you focus solely on inbound marketing or will it be a hybrid approach to marketing? I recommend the latter.

In any case, once the decision is made, you can begin serving your clients to the best of your ability, knowing you have the ability.

Then, the fun starts!

OK! So, you have gotten past the philosophical hurdles, you have decided you are not just another gold rusher, and you have made the decision to go forward. Now, you can assess individual clients and decide whether you are the right person for them and their business. Equally, if not more important, you must decide if they are the right client for you and your business.

Remember, this is like a marriage so go slow!

Next, I will cover how I proceed once a prospective client contacts The Ultimate Internet Image for a free marketing consultation and competitive analysis. The consultation and analysis take between one and one-half and two hours to complete in the client’s office. If the first session goes well, a second session is scheduled and an in depth hybrid marketing strategy is developed. The preparation time for the 90 to 120 minute session is between 24 and 36 hours.

Once again, this is not about The 4 Hour Workweek or a 2-4 work day. Nor is this something you can do with a $97 or a $997 investment in an e-course. If you believe all of that after reading the above, PT Barnum was right and I have some gorgeous beach front property to show you in the Mojave Desert.

If you are still with me, I hope I have made you think a bit and I promise if you stay with me for Parts II and III, it will be worth your while.

Contact me anytime!

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004 (bus)
440-821-7018 (cell)

Inbound Marketing and The Ultimate Internet Image:
Traditional Brick and Mortar Business and Inbound Marketing Consulting

Recently, there has been a great deal of discussion about inbound marketing, search driven advertising, local search, consulting with local brick and mortar businesses; and, helping business people transition from traditional, outbound advertising to the new media, inbound marketing approach to lead generation, traffic building, and new customer and client acquisition. This seems like a tall order and it is…and it isn’t! I will explain below.

The Failure of Outbound Advertising

Traditional brick and mortar businesses have used what is now referred to as outbound advertising. Outbound marketing and/or advertising is intrusive (TV, Yellow Pages, radio, junk mail, etc.), driven by the business with the focus being customer acquisition by any means necessary. While this may seem like a bit of an exaggeration or at the very least a stretch, it’s quite accurate.

Businesses have been resorting to a “take no prisoners” approach to sales and marketing for decades and, until the dawn of the Internet, and particularly with the emergence of SEM or search engine marketing, things started to change…drastically and rapidly!

As businesses moved to the online business environment, they discovered several things almost immediately:

1) Prospective clients and/or customers were defining the search.

2) Traditional brick and mortar businesses seeking to engage their prospective target audience, their target market, had to adapt to this new and dynamic environment
or perish.

3) The companies able to adapt and get in front of their target market flourished.

4) Inbound marketing consulting emerged.

5) Inbound marketing consultancies serving traditional brick and mortar businesses with their online image, the Ultimate Internet Image if you will, offered a dynamic new form of advertising and marketing.

6) There was a huge disparity in competence among these inbound marketing consultancies, particularly those claiming to be SEO or search engine optimization specialists.

Enter the Inbound Marketing Consultant

In order to answer the need for Internet savvy, inbound marketing specialists many companies settled for less than qualified consultants, rather than taking the time to develop competence in house. The niche was there and if XYZ Inbound Marketing Consultancy didn’t fill it, ABG Internet Marketing and New Media Specialists would. Both companies are, of course, fictitious but you get the point, hope?

Consequently, in the rush to fill an ever expanding niche, a few inbound marketing consultancies failed to deliver. This failure gave an entire industry a black-eye. Sadly, a few unscrupulous SEO consultants simultaneously gouged their unsuspecting brick and mortar clients attempting to create a better online image of hundreds, often thousands of dollars in order to reap the short term windfall; the long term consequences be damned.

Fortunately, two things occurred:

1) The inbound marketing consulting landscape changed, it adapted and, consequently, flourished…exposing and pushing out most of the hacks and replacing them with competent and professional Internet and inbound marketing consultancies, companies in it for the long-term.

2) As with most things Internet, the consumers, in this case the traditional brick and mortar companies seeking the Ultimate Internet Image, and all the profits that go with such an online presence, got smart. With the emergence of greater competition, the consumer, the traditional brick and mortar business benefited in a big way!

Hiring Competent Consultants: Growing Pains

One of the greatest challenges facing new Internet companies focusing on inbound marketing was and remains to be how to hire and/or develop competent staff, marketing specialists capable of speaking the Internet/inbound marketing language. Additionally, these specialists need to have a working knowledge of the outbound strategies the companies and clients are engaged in.

Once again, the inbound marketing consultant needs to have a working knowledge of the traditional brick and mortar business environment, and the outbound advertising arena, as well.

I use arena for a reason, it has degenerated into something of a 3-ring circus, with no clear focus and little hope of competing in the new world of the Internet.

The Birth of an Inbound Marketing Consultant and Consultancy

One of the most common questions I receive from people considering a career as either an entrepreneur in a consultative role or as a sales and marketing specialist in the inbound marketing field is:

“How? How do I do it?”

Of course, the next statement is generally something like:

“I am not a salesman, never have been, and really can’t imagine myself being one. I hate selling!”

Interestingly but not surprisingly, the response is typical…and that’s a good thing!

What is crucial in inbound marketing is an understanding of consumer driven behavior, accessing target markets through an understanding of this behavior, an understanding of how the Internet works, and the ability to listen to prospective clients as they explain their motivation and their goals. Once the prospective client is understood, it then becomes a research driven task to build the Ultimate Internet Image for that client.

The No-Selling Sale!

Significantly, once a client understands that you have their interests at heart, and that you are competent, the sale takes care of itself. In fact, there is little selling to be done! The consultant presents and the traditional brick and mortar client accepts the vision of the consultant based on a relationship developed while engaged in the interview process.

There is much more to this and we will cover it is subsequent videos and articles but for now it is crucial to understand one thing:

It is impossible to fake competence long term!

The charlatan will be found out in short order and the inbound marketing firm that is focused on the client’s needs wants and desires will emerge, adapt over time, prosper, and, unfortunately, clean up the mess of the few who ruin it for those who completely understand this exciting and dynamic marketing milieu!

Call for information and a free outbound advertising consultation and inbound marketing assessment to achieve the Ultimate Internet Image.

Professor John P. J. Zajaros, Sr.
216-539-7412
Skype: johnzajaros1
johnz@ultimateinternetimage.com

PS, For an amazing overall program for developing an inbound marketing consultancy, one you can plug in and go with, a turn key operation, simply click here…the results will be the Ultimate Internet Image…for you and your new clients! Webinar and information good until Saturday 12-19-2009 at midnight, so don’t delay!