Ideal Marketing Company Blog

This is an excerpt from Brian Tracy’s book – Entrepreneurial Success

The Determinant of Your Success

Perhaps the most powerful single factor in your financial success is your beliefs about yourself and money. We call this the Law of Belief. It says simply this: Whatever you believe, with feeling, becomes your reality.

What Successful People Believe

Whatever you intensely believe becomes your reality. That we have a tendency to block out any information coming in to us that is inconsistent with our reality. What we’ve discovered is that successful people absolutely believe that they have the ability to succeed. And they will not entertain, think about, or talk about the possibilities that they’ll fail. They do not even consider the possibility of failure.

Positive Thinking Versus Positive Knowing

You always act in a matter consistent with your beliefs. The most important belief system you can build is a prosperity consciousness where you absolutely believe that you are going achieve your financial goals. We call this positive knowing versus positive thinking. Positive thinking can sometimes be wishing or hoping. But positive knowing is when you absolutely know that no matter what, you will be successful.

The Foundation of Willpower

Another principle related to your beliefs is willpower. We know that willpower is essential to any success. Willpower is based on confidence. It’s based on conviction. It’s based on faith. It’s based on your belief in your ability to triumph over all obstacles. And you can develop willpower by persistence, by working on your goals, by reading the biographies of successful people, by listening to audio programs, by reading books about people who’ve achieved success. The more information you take into your mind consistent with success, the more likely it is that you will develop the willpower to push you through the obstacles and difficulties you will experience.

Beat the Odds on Success

Remember that success is rare. Only one person in one hundred becomes wealthy in the course of a lifetime. Only five percent achieve financial independence. That means that the odds against you are 19-to-1. The only way that you’re going to achieve your financial goals is if you get really serious. To succeed, you must get serious. You must get busy. You must get active. You must get going. Remember, everything counts.

Resolve to Achieve Greatly

Self-mastery, self-control, self-discipline are essential for anyone who wants to achieve greatly. And control over your thoughts is the hardest exercise in self-mastery that you will ever engage in. See if you can talk and think about only what you desire and not talk or think about anything that you don’t want for 24 hours. Then you’ll see what you’re really made of. It’s a hard thing to do but with practice, you can reach the point where you are thinking about your goals and desires most of the time. Then, your whole life will change for the better.

Action Exercises

Here are two things you can do to build a belief system consistent with the financial success you desire:

First, continually repeat to yourself the words, pictures and thoughts consistent with your dreams and goals. Whatever you repeat often enough, over and over, becomes a new belief.

Second, set a goal for yourself to think and talk only about the things that you want for the next 24 hours. This will be one of the hardest things you ever do. But if you can keep your mind on what you want and off of what you don’t want for 24 hours, you can begin to change your entire future.

For more details about Brian’s books, CDs and seminars see www.briantracy.com

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.

Now is the time to make 2008 your best year ever

With 2008 almost upon us it is the time that many peopledecide to set their New Year Resolutions.

The best way to think about goal setting is to imagine boat. A boat goes from harbour to harbour all its life. When the boat’s captain sets out on a journey, he or she knows exactly where the boat is heading and, unless there is a terrible disaster, it will arrive at its planned destination. The boat may not travel in a straight line; it will have to adjust its course many times during the journey, but after a few hours, days or weeks, it will arrive at its destination.

Imagine what would happen to the boat if the captain didn’t decide where he was going and just set off to see if he could stumble across a suitable place to dock. For every warm, secure harbour to aim for there are a hundred miles of rugged coastline or sandy beach. And what would happen if the captain decided to play it safe and just stay where he was? A ship that’s left in harbour will turn to rot and rust.

What would you describe as the main areas of your life? You may wish to consider these 7 categories:

Health, Family, Career, Education, Wealth (savings and investments), Home

and Fun.

Out of 10, how would you rate yourself in 2006 for each activity? Nobody would be expected to have a 10 in each area, but could you do with a higher score in one or more areas? Have you been so busy achieving a 10 in one area that you have neglected the other 6? Perhaps all 7 could do with a general improvement?

You may have your own categories and if so that’s great. But we should all be able to measure what we’re proud of and what we could do with more help in. Now that you’ve looked back and have decided that, let’s say, your earnings are not what you would like them to be, it’s up to you to decide what you would like them to rise to by the end of the year. First of all, realise that this is possible and secondly, understand that if you want to increase by more than the norm, then you will have to put extra effort and energy into this area. So if you want to double your earnings, then you will have to be prepared to double your effort. You will have to be worth more to your employer, or if you work for yourself, you will have to be worth more to your customers or increase the number of people you serve. If you are willing to take the time and effort to do this, then there is little that will stop you.

In short, you need to have a goal for what you want to achieve, a plan for how to get to that destination and then do something to get you there every day.

If you are still struggling with what you actually want to do differently in the New Year, here is a thought for you. The best way to find the answer is to ask the question. By asking ourselves questions we can usually find the truth. Some people can go their whole life without ever considering what they really want out of life, and then wonder why things don’t work out the way that they wanted. It’s like climbing a ladder only to find out that it was leaning against the wrong building.

So, to get you going, here are a few questions you might want to think about when you are planning what to do in 2007. What would you like to achieve? What would you like to earn? Where would you like to visit? Who would you like to meet? What would you like to read? What is your favourite thing? What car would you like to drive? What would you like to learn? What would you like to weigh? How far would you like to run? What could you do better? What would you like to do differently? What is holding you back? What would you like to do less of? What would you like to remember as your high spot? What friends would you like to spend time with? Who would you like to visit? How would you like to be remembered?

Spend a quiet hour or two and think through what goals you would like to set for yourself. Start with the 7 categories first (or as many categories as you feel fit your life) and then start asking yourself questions. The ones that I have listed are just the start.

Write them all down on a sheet of paper. Write down anything that comes into your head. Some of it may be fanciful, some of it ridiculous. At this stage it doesn’t matter, just write all your goals down. Now make a selection of all the things you have written down, I’d suggest a maximum of about 10, but it’s really up to you.

When you have written them all down, see if there are any obvious conflicts (it would be difficult to become the world’s pork pie eating champion and lose 3 stones in weight).

If two goals do conflict, decide which one is most important to you. This is also a good time to see if your goals are well balanced. If your goals are all to do with money and you have none connected to your family or your health, then in a few years time the chances are you will end up rich, divorced and ill.

Once you’re happy with your goals and their balance, put an ETA (Estimated Time of Achievement) on them. Some you will be able to achieve by the end of February, some may take months or years. Put an estimated date on each so that you have something specific to aim for.

Then write down each one and phrase it in a way similar to this: ‘by February 28th I will have visited the gym 25 times.’

Say what the specific action is and identify when you are going to do it by. Most important of all, write it down, keep it with you and look at it every day. The best time is first thing in the morning and last thing before you go to bed – the list will help to keep you on track. Once you have accomplished one of your goals, put a tick beside it and have a celebration. The bigger the goal reached, the bigger the celebration. Then decide on a new goal in its place and repeat the process.

I recently looked back at some of the goals I had when I set up The Ideal Marketing Company. What seemed like an ambitious dream a few years ago is now part of my day to day reality.

If you do this, you will look back on 2008 as the year that you accomplished a whole series of things that in 2007 seemed difficult – if not impossible. This process, or similar ones have worked for the most successful men and women in history, from Henry Ford to John F. Kennedy from Mother Teresa to Richard Branson. It’s used by great athletes and scientists, business owners and authors. Most people who achieve extraordinary things are not extraordinary people. They are just ordinary people with goals that give them extraordinary enthusiasm and drive. Now their secret is yours to use for the rest of 2008.

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.

Don’t be shy about putting your message out there. As with any marketing material, it won’t do your company any good if it’s sitting in a cupboard. It’s always worth printing at least 50% more newsletters than you have current customers. The remainder can be used in a variety of ways to help your sales process.

1. You can include them with formal sales proposals as a sample of how your company communicates with its customer base. The newsletter is likely to be a well read component of any such proposal.

2. Whilst it is a given that you will mail to all current customers, why not mail it to a selection of recently lapsed customers as well as ‘hot list’ prospects?

3. Encourage your sales people to leave copies with prospects during a sales call.

4. If you are exhibiting at a trade show, your sales force can stop passers by asking ‘Would you like a free newsletter, with some valuable information about the XX industry?” It’s a great deal more likely to get a positive result than saying ‘Can I help you?’

5. Cut or copy a relevant section out of a newsletter to send to prospects or companies that you would like to form strategic alliances with to establish your credibility.

6. Set up a stand for your newsletters in your company reception area or by the till in your shop. Anywhere that potential or existing customers may visit.

7. Make the content of your newsletters available on your website. If you’ve created the content for a newsletter, why not prolong its life and share the relevant parts with as wide an audience as possible?

 More Newsletter ideas

1. Generate new leads by promoting free subscriptions to your newsletter. An easy way to generate sales leads is to add a line at the bottom of your company’s marketing materials: adverts, website, brochures, direct mail material etc. which offers prospects a free subscription to your newsletter. Make sure that you emphasise the news content and how useful it could be to your prospect when making this offer.

2. People who add their names to your mailing list make excellent qualified sales leads. With the exception of a few time wasters, almost everybody who wants your newsletter is interested in what you say, and typically over 80% have the possibility of being converted to a regular customer within the next 6 months. Without the newsletter, they could well drift into the arms of one of your competitors.

3. Never underestimate the power of the testimonial. Customer testimonials can be extremely persuasive for potential clients. You should always make any positive customer comments available to as wide an audience as possible, but a newsletter is probably the best place of all to use them. If you don’t actively seek out testimonials from customers, now is the time to start.

4. You can also publish feedback from customer surveys, customer forums or any other customer related events you run to demonstrate to your prospects what a customer focused company you are.

5. There is no shame in recycling. Just because you covered one topic last year, there is no reason why you can’t revisit it again this year. Most magazines will regularly run articles on areas that they know will appeal to their readers, even if they have covered them many times before, so there is no reason why you shouldn’t.

6. Remember, you are creating a newsletter – not an advert. Everything you write must have some newsworthy element. If you can’t write an article about it, you can always create a separate box for an advert if you wish. After all, it’s your newsletter and you can pretty much do anything you want with it.

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.

The Time to Act by Jim Rohn

Engaging in genuine discipline requires that you develop the ability to take action. You don’t need to be hasty if it isn’t required, but you don’t want to lose much time either. Here’s the time to act: when the idea is hot and the emotion is strong.

Let’s say you would like to build your library. If that is a strong desire for you, what you’ve got to do is get the first book. Then get the second book. Take action as soon as possible, before the feeling passes and before the idea dims. If you don’t, here’s what happens -

- YOU FALL PREY TO THE LAW OF DIMINISHING INTENT -

We intend to take action when the idea strikes us. We intend to do something when the emotion is high. But if we don’t translate that intention into action fairly soon, the urgency starts to diminish. A month from now the passion is cold. A year from now it can’t be found.

So take action. Set up a discipline when the emotions are high and the idea is strong, clear, and powerful. If somebody talks about good health and you’re motivated by it, you need to get a book on nutrition. Get the book before the idea passes, before the emotion gets cold. Begin the process. Fall on the floor and do some push-ups. You’ve got to take action; otherwise the wisdom is wasted. The emotion soon passes unless you apply it to a disciplined activity. Discipline enables you to capture the emotion and the wisdom and translate them into action. The key is to increase your motivation by quickly setting up the disciplines. By doing so, you’ve started a whole new life process.

Here is the greatest value of discipline: self-worth, also known as self-esteem. Many people who are teaching self-esteem these days don’t connect it to discipline. But once we sense the least lack of discipline within ourselves, it starts to erode our psyche. One of the greatest temptations is to just ease up a little bit. Instead of doing your best, you allow yourself to do just a little less than your best. Sure enough, you’ve started in the slightest way to decrease your sense of self-worth.

There is a problem with even a little bit of neglect. Neglect starts as an infection. If you don’t take care of it, it becomes a disease. And one neglect leads to another. Worst of all, when neglect starts, it diminishes our self-worth.

Once this has happened, how can you regain your self-respect? All you have to do is act now! Start with the smallest discipline that corresponds to your own philosophy. Make the commitment: “I will discipline myself to achieve my goals so that in the years ahead I can celebrate my successes.”

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.

Here are some more ideas on how to create a sucesful newsletter

1. Why not highlight a new trend that is developing in your (or even better your customers’) market? Again, this gives you credibility in the eyes of your customers. Note that, whilst it’s OK to have an opinion on certain controversial industry subjects, just make sure that your views are unlikely to offend your customer base!

2. Ask yourself why am I writing about this subject? Remember, it should always be to promote a product or enhance the image of your company. By keeping focused on this, you can quickly check through the articles you are considering and then re-write or dump them if they don’t fit in.

3. Don’t make your newsletter too slick. Whilst you want your newsletter to appear professional, you don’t want it to look as though it has been slaved over by a team of designers for months. Keep it newsy in its style and use matt rather than glossy stock.

4. Don’t make it look like it will be hard work to read. Everybody is busy, so make it look as though your newsletter can be quickly read through with ‘top tips,’ short articles and plenty of space to break up the copy.

5. Use cartoons and photographs – especially on the cover – to grab people’s attention. Newspapers often use fun photographs to draw the passing readers’ attention to what otherwise might appear to be a rather dull article.

6. Use as little jargon as possible. Even if your newsletter is for people in the know, it’s best to assume that they don’t know all the industry speak. You could alienate potential customers who will quickly switch off.

7. Keep copy simple and use short sentences. Involve readers by asking them questions. Could your company also benefit from this? How much could this idea save you over the next six months? It makes sense to involve your readers as much as possible in everything you write.

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.

I was looking at the website of Fred Edwards from myFD this morning.  Fred attended one of my marketing seminars earlier in the year.  He offers a great service for companies who would like the advice and FD can provide, but don’t have the need for one on a full time basis.  Anyway, he has a number of useful resouces on his website www.myFD.co.uk including this Jargon Buster. 

I think many of us are guilty of masking what we do in mystery and this is a useful guide to what some Financial terms means that perhaps we are too embarased to ask about…  

The myFD Accounting Jargon-Buster

AAT – The Association of Accounting Technicians (AAT).

ABC – Activity Based Costing. A costing system that identifies the various activities performed in a firm.

ACCA – Association of Chartered Certified Accountants (ACCA).

Asset – anything owned by an individual or a business, which has commercial or exchange value.

Audit – the inspection of the accounting records and procedures of a business, government unit or other

reporting entity by a trained accountant for the purpose of verifying the accuracy and completeness of the

records.

Balanced scorecard – a strategic management system based upon measuring key performance indicators

across all aspects and areas of an enterprise: financial, customer, internal process, learning and growth.

Balance sheet – an itemised statement that lists the total assets and the total liabilities of a given business to

portray its net worth at a given moment of time.

Big Four – usually refers to the largest accounting firms: Deloitte, Ernst & Young, KPMG and PwC.

Book-keeping – the recording of business transactions

Break-even analysis – an analysis method used to determine the number of jobs or products that need to be

sold to reach a break-even point in a business.

Capital expenditure – the amount used during a particular period to acquire or improve long-term assets such as

property, plant or equipment.

CCAB – the Consultative Committee of Accountancy Bodies comprises the six major accountancy professional

bodies in the UK. It provides a forum in which matters affecting the profession as a whole can be discussed and

co-ordinated and enables the profession to speak with a unified voice to government.

CEO – Chief Executive Officer.

CIMA – Chartered Institute of Management Accountants (CIMA).

CIPFA – Chartered Institute of Public Finance & Accountancy (CIPFA).

Cost accounting – a managerial accounting activity designed to help managers identify, measure and control

operating costs.

External audit – an audit conducted by an individual of a firm that is independent of the company being audited.

FD – Financial Director (Chief Financial Officer: CFO)

FC – Financial Controller

Financial analysis – analysis of a company’s financial statement, usually by accountants or financial analysts.

Financial accounting – the area of accounting concerned with reporting financial information to interested external

parties.

Fixed cost – cost that does not vary depending on production or sales levels, such as rent, property tax,

insurance, or interest expense.

ICAEW – Institute of Chartered Accountants in England and Wales (ICAEW).

ICAS – Institute of Chartered Accountants of Scotland (ICAS).ICAI – Institute of CharteredAccountants in Ireland

(ICAI).

IFAC – International Federation of Accountants (IFAC).

Internal audit – an independent appraisal function established within an organisation to examine and evaluate its

activities as a service to the organisation.

M & A – Mergers and Acquisitions

Overhead – the costs associated with providing and maintaining a manufacturing or working environment.

Trial balance – a listing of the accounts in your general ledger and their balances as of a specified date.

Variance analysis – the process of examining in detail each variance between actual and

budgeted/expected/standard costs to determine the reasons why budgeted results were not met (material costs

too high, sales prices too low, etc).

Year end – end of the financial year.

Zero based budget – where the expenses or costs of the prior year are not taken into consideration when

establishing expense or budgetary levels looking forward.

Thanks to myFD.co.uk for this guide. The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.

The Cream of the Elite

With only a week to go until Christmas I wasn’t sure how many people would be able to turn up for the 2 seminars I was running today for the Elite Group. In fact, although the morning session was a little quiet, the afternoon session was fairly full.  Best of all, both groups were very lively with plenty of thoughts, debate a questions coming from the members.

The people who attend these groups – almost all are MDs of recruitment companies – are all people who are keen to learn better ways to run their business.  Each month they receive ideas and advice on a different subject. Last month for example they learnt about how to optimize their website, next month they will have a session of how to deal with difficult people.

This month the 2 Birmingham divisions got me (!) and therefore the subject of marketing in the second part of a my 21 tips workshop. I was delighted that both events today were chaired by Gareth Osborne who started his working life as a RAF Pilot and left after 10-years service to start a series of enterprising small businesses operating in the UK, USA and the Middle East. He has travelled extensively and is considered an expert in the field of innovation and business start-up. He has served as a Non-Executive Chairman and Director to a host of high-growth, technology-based businesses and has been a member of a number of governmental committees and steering groups. He was a member of the Small Business Council, the panel of 23 advisors to the DTI and Cabinet on all matters relating to small business and a Director of the National Endowment for Science, Technology and the Arts.

From 1995-2003 he was the Managing Director of a highly successful European Union Business Innovation Centre and from 2003 until he formed APA, he was the Managing Director of the Recruitment & Employment Confederation (REC), the trade association for the £26 billion UK staffing agencies industry.

Gareth holds an Honorary Doctorate from Middlesex University Business School for his work in entrepreneurship and business innovation and also the IOD’s prestigious Diploma in Company Direction.

What’s so impressive about the Elite group is that Gareth is typical of the high standard of chair that they employ.  With people like Gareth and Sir Eric Peacock, there is no surprise that they are therefore able to bring at least as much to the meetings the speakers.

If you are a recruitment company have a look at www.recruitmenttraining.co.uk for details of the free taster sessions that Elite offer.

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.

Tips on Creating Better Newsletters

A customer newsletter will only be effective if it is carefully planned and looks professional. There are specific ways to help make your customer newsletter more effective at generating sales.

1.Start with a plan. Decide at the start how many sections you are going to include each month. Now, instead of having to fill ‘a whole newsletter’ you only have worry about filling 6 or 8 sections. You can even delegate this task to other members of staff so each has their own small section. When choosing each section, carefully select an area that you feel will be of interest and promote the correct image for your organisation, such as customer care, competitive pricing or customer profiles.

2. Get the balance right between specially created articles about your product and services and more generic articles that are of interest to your wider client base. Don’t waste space printing articles that have nothing to do with your company’s area of expertise or your customers’ interests.

3. Use generic filler material, such as famous quotations only if they enhance the newsletter and have some relevance to you or your customer base. For example, a relevant quote by Earl Nightingale or Brian Tracy can be used within a newsletter for almost any industry.

4. Every key article should be used to generate specific results. For example, one article might be used to prompt sales by introducing a new product and its benefits, complete with a special limited trial offer. This offer could be presented as a mini advert beside the main article to avoid confusion between editorial and advertising.

5. Consider creating a regular profile of your best customers. This can explain how they use your products, why they bought from you in the first place and what the relationship holds for the future. If they are prestigious or well known clients, their association will reflect well on you in addition to giving them some useful and free PR.

6. Another area to consider is improving the long term trust that your customers place in your staff. Use the newsletter to create informative profiles about your staff that highlight their achievements within your company, their qualifications and key accomplishments.

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.

Four Essentials for Happiness by Brian Tracy

Enjoy these wise words from Brian Tracy on the subject of happiness. Find out more from Brian at www.BrianTracy.com. I am currently studying a Time Management programm created by Brian and it is outstanding as much of his matieril is…

You may have a thousand different goals over the course of your lifetime, but they all will fall into one of four basic categories. Everything you do is an attempt to enhance the quality of your life in one or more of these areas.

The Key to Happiness

The first category is your desire for happy relationships. You want to love and be loved by others. You want to have a happy, harmonious home life. You want to get along well with the people around you, and you want to earn the respect of the people you respect. Your involvement in social and community affairs results from your desire to have happy interactions with others and to make a contribution to the society you live in.

Enjoy Your Work

The second category is your desire for interesting and challenging work. You want to make a good living, of course, but more than that, you want to really enjoy your occupation or profession. The very best times of your life are when you are completely absorbed in your work.

Become Financially Independent

The third category is your desire for financial independence. You want to be free from worries about money. You want to have enough money in the bank so that you can make decisions without counting your pennies. You want to achieve a certain financial state so that you can retire in comfort and never have to be concerned about whether or not you have enough money to support your lifestyle. Financial independence frees you from poverty and a need to depend upon others for your livelihood. If you save and invest regularly throughout your working life, you will eventually reach the point where you will never have to work again.

Enjoy Excellent Health

The fourth and final category is your desire for good health, to be free of pain and illness and to have a continuous flow of energy and feelings of well-being. In fact, your health is so central to your life that you take it for granted until something happens to disrupt it.

Peace of Mind is the Key

Peace of mind is essential for every one of these. The greater your peace of mind, the more relaxed and positive you are, the less stress you suffer, the better is your overall health.

The more peace of mind you have, the better are your relationships, the more optimistic, friendly and confident you are with everyone in your life. When you feel good about yourself on the inside, you do your work better and take more pride in it. You are a better boss and coworker. And the greater your overall peace of mind, the more likely you are to earn a good living, save regularly for the future and ultimately achieve financial independence.

Control Your Attention

Life is very much a study of attention. Whatever you dwell upon and think about grows and expands in your life. The more you pay attention to your relationships, the quality and quantity of your work, your finances and your health, the better they will become and the happier you will be.

Action Exercises

Here are three things you can do immediately to put these ideas into action.

First, take time on a regular basis to think about what would make you really happy in each of the four areas.

Second, set specific, measurable goals for improvement in your relationships, your health, your work and your finances and write them down.

Third, resolve to do something every day to increase the quality of some area of your life – and then keep your resolution.

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.