Blue Collar Culture

Business Results the Old Fashioned Way

Tom Poland | What Goes Into Crafting A Truly Great Marketing Message?

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On this week’s episode of The Blue Collar Culture Podcast, we speak with special guest Tom Poland, creator of Leadsology. Tom is a marketing mentor, and a guru for lead generation who has had incredible success when it comes to building marketing systems and getting people to think differently about the sales and marketing process. His focus today is “Leadsology: The Science of Being in Demand”, which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client inquiries into their businesses.

“One of the biggest myths is that you have to be really good at sales if you’re going to get a new client on board. My take on that is that selling is what you have to do when your marketing sucks. If your marketing really sucks, your sales skills have to be pretty good because you haven’t differentiated yourself or given anyone a compelling reason why they should pick you. If you get your marketing happening, the inquiries are going to come in and people are gonna want to work with you,” says Tom.

We chat about debunking sales and marketing myths, as well as:

  • Unique sales propositions— USPs
  • Creating a great marketing message
  • Testing the efficacy of your marketing message 
  • Using guarantees in your messaging
  • And more

Listen now…

Mentioned in this episode:

 

Transcript

Ryan Englin: Welcome to an episode of the Blue Collar Culture Podcast. I'm your co-host, Ryan Englin. I'm here with Jeremy today.

Jeremy Macliver: Welcome back, everyone.

Ryan: So this is going to be a fun topic for us. We're actually going to sit down with a guru for generating leads in your business. In fact, he has some incredible success stories when it comes to generating leads, building marketing systems, getting people to think differently about the sales and marketing process. So that's what we're going to talk about today. I want to welcome Tom Poland with Leadsology to the podcast today. Welcome, Tom.

Tom Poland: Good day, everyone. Great to be here. Rock and roll in here Saturday morning in Queensland, Australia. The sun is shining, the birds are singing and I'm above the ground. So it's gonna be a good day.

Ryan: Awesome. And you're coming to us from the future right now because it's Friday here.

Tom: That's true. I am a man ahead of your time.

Ryan: So, what is one of the biggest myths that you want to debunk when it comes to sales and marketing?

Biggest Myths of Sales and Marketing

Tom: Okay, so let's kick off by just giving folks the distinction between sales and marketing. So, marketing is where you generate an inquiry for your product or services, and sales is where you convert that prospect into a client. And one of the biggest myths is that you have to be really really good at sales if you're going to get a new client on board. And my take on that is that selling is what you have to do when your marketing sucks. So if your marketing really sucks, and it's like name, rank and serial number, I'm a plumber I'm a Sparky or, you know we do a con here's the phone number. Give us a call. Then your sales skills have to be pretty good because you haven't differentiated yourself or given anyone a compelling reason why they should pick you out of the maybe 20,000 other plumbers in New York or whatever. So if you get your marketing happening, and we can talk about what that looks like, of course, but the principle is if you get your marketing really, really good, the inquires are going to come in and people are gonna want to work with you even if you're at a premium price. The right people want to work with you regardless of price. So one of the biggest myths is you have to be good at selling. I'll give you a bonus myth, which is that generating quality leads is gonna cost you a lot of money. And a lot of people, a lot of your folks will have had the experience of running an advertising campaign, the salesperson said, you know, we think you're gonna do real well here and it's only gonna cost you a couple grand and we'll give you this bonus month and we'll give you this, they'll give you that. So you take the money and you pay it to the advertising people and they run the ads and, you know, what you hear is crickets. And the most common response that I hear from people who run advertising campaigns was, you know what, we broke even. So, you know, I guess it's okay. But it really wasn't worth doing it because we didn't get ahead. Another response I hear quite a lot is I should have just taken that two grand I was gonna pay on advertising, taking half of it, flushed it down the toilet, and kept the other half. I would have been better off. So the myth number one is you better be real good at sales skills, go to sales training, learn how the alternative choice closes. And by the way, I have for my sins I 30 years ago, I created and produced and licensed sales training programs, so I know about selling. Hell, as a 21-year old, I cut my teeth on selling life insurance where you woke up every Sunday, Monday morning unemployed, and you had to pick up the phone and call people who wanted to hear from you like as badly as they wanted to hear, have a hole in their tooth, you know? So I know about selling. But these days, I've come to realize that if we get the marketing done well, It makes selling redundant.

Jeremy: So Tom, you just hit us with not only one myth, but a bonus myth. And then you had to put icing on the cake with it. So you're telling us that you have a way of building something that we're not paying a lot for quality leads, that we're getting these high-quality leads, and that they're almost pre-sold, so we're not actually having to overcome objections. Is that what you're saying?

Tom: That's exactly what I'm saying. Pre-selling as you call it or the overcoming objections has all happened before you talk to someone. 20% of the time, you know, it's the old 80, 20 rule, isn't it? You know, 20% of the questions you're going to get or the objection you're gonna have will cover 80% of the people who are making an inquiry. So it's strategically you can drill down and we can drill down have a look at this, what it looks like, but someone is looking for what you've got, and you give them a sample. It doesn't matter if you're a plumber, a business consultant or, you know, whether you're blue collar, white collar, pink collar or whatever the hell it is these days, you give them something as a sample that adds value and differentiates you in the eye of that prospect. And between that something and them speaking with you, there's a filtering process which educates and motivates the prospect so that they know if that's someone that you want to work with in the nicest possible way. And you make sure that your pricing is explicit. As best you can. you send the signal as to which part of the price segmentation you're in. Are you deliberately trying to be the cheapest? Probably not a great idea, but maybe that's your strategy, or are you premium-priced and you only really want to deal with the people that appreciate quality services. So you make all of that explicit before someone ends up speaking with you. That's what sales trainers will tell you not to do. They'll tell you get them on the call and then twist their arm and, you know, ask them what plan B is and give them a bonus and scarcity, countdown timers so they'll buy now and all that stuff. Good marketing means you don't have to do that stuff. And my experience, 99% of the population are not comfortable with twisting people's arms anyhow. So let's not even go there.

Jeremy: So, let's dive a little bit deeper into this and how do we start, or give us maybe the picture of creating that plan. So like, and this, we can do this in any type of company is, what you're telling me right?

A Versatile Marketing Strategy

Tom: Yeah, absolutely. I mean, my specialty is, you know, high ticket price, business consultants, corporate trainers, etc. But I've had plenty of clients in the blue collar market over the years. So but this, the model we can talk about will apply to pretty much every single product or service on the planet from cleaning swimming pools right through to building the Eiffel Tower. Whatever your service is. So let's start by step one, which is the marketing message. If whatever is your, people are looking for services. People are looking for products. They go on to Google, they explore websites, they go to trade shows, people are looking. And the beautiful thing about North America, I have clients all over the world and they say what should I do my marketing into? I say you always start with North America. They say why? So if you, let's say there's some, I mean, there's a new client of mine who's in Germany. Anya is her name. She said, Well, you know, I offer these services. Where should I start my market? Go to the United States of America. She said why? I mean, Europe's a big place, right? I said, Well, let me put it like this for you. In the US of A people wake up in the morning wondering where they can spend their money. In Europe, they wake up in the morning wondering where they can save their money. So I know where I want to do my marketing, and it's not in Europe. So to people, that's you know, that's I think it's a valid and bloody humorous comparison, but it begs the point that people are looking for products and people are looking for services and the economy goes around by someone spending money with a plumber, that plumber going and buying a, you know, high def TV with that, and then the TV guy, and so on. And that's how, what makes the economy go. We have, recessions happen because people pass less money on to the next guy or gal than the first one, so on. So people are looking for you. Now when they find you, because someone's referred them and they've gone to your website, or they've just google searched or you're doing SEO, or maybe you're doing paid ads, I don't know. But they're gonna find you. At that point, they need to read or hear something that does two things. One, it positions you as being different from your competitors. And two, it motivates them to want to know more. And that one thing is often, it's the marketing message. Some people call it your sales proposition, the USP, might have heard of that, elevator pitch, slogan. It's the thing that's on your business cards, the thing that's top and center on your website, it's the thing that's not, it's instead of your title in LinkedIn or whatever you're using, trade magazines, whatever it is, it goes in place of your title. It became your marketing message. So, for me, it's enjoy a weekly flow of predictable and high-quality new client inquiries. So that's my thing. So people, so I don't talk about being a marketer, that I drill down from what a marketer does, and I pick what I call, it's a sub-segment of that and saying, I'm all about generating inbound, weekly, high-quality new client inquiries. So that specificity, give you another example with a clean plumber in Sydney here in Australia who's absolutely knocking out of the ballpark, his message is we'll arrive on time and we'll leave your premises spotlessly clean, or you don't pay. Now, if you go to Google search and Google plumber, Sydney, I don't know if this works as well in the States as it does here, but he will come up top of the pops. He's got a pay per click ad, but he also comes up on organic search, and all the others are saying, hey, we'll beat everyone else's price, or Hey, we believe in customer service, or Hey, we're passionate about your toilet, I don't know what it is. But it's, none of them are saying, we'll arrive on time, we'll leave your premises spotlessly clean or you don't pay. He's the only one saying that. does everyone want that? No. But the people that do want it are gonna grab for his number, not everyone else's number. So that's the first thing is you come up with a message that gets cut-through because it's different, but it's also desirable. And very often that message is going to speak to what your prospects really want, or what they're sick of getting when they've been dealing with people in your particular trade or profession.

Jeremy: So what are some ways that we can, our listeners can go out and really just start thinking about what it is and start creating that? What are some tips to creating a good one?

Tom: To create a great message?

Jeremy: Yes.

Specific, Benefit-Rich and Differentiated

Tom: Okay. So there's three things you want to have in a great message. One is it should contain a benefit, not a feature. So a feature is, you know, we've got big vans and, you know, whatever it happens to be, I don't know. It's something that's generally physical and can be put, but a benefit is something, you know, we're going to leave the premises spotlessly clean all will arrive on time, there's an implicit benefit, and then you're not going to waste my time and I could be sitting at home waiting for you to arrive, or in the office waiting for arrive and you haven't arrived. So it should be benefit-rich. Number two, it should contain specifics. And this is where you get to cut through. Often you get to cut through is specific. So in the example I just gave you, you know, we've got leaving the premises clean, arriving on time. It's very, very specific. And it should be differentiated. So you can differentiate through specifics but you can also differentiate by saying or you don't pay, but you gotta have something, the other three characteristics to look for. Specific, arrive on time, sorry, specific, benefit-rich and differentiated. I'll give you an example of an EFTPOS technician, installed software and service software in fast food outlets, so they go quick-service restaurants and they trade QSRs. Places like McDonald's, Wendy's, Burger King, and so on. So we used to have on his website his business card, you know, we install a service point of sale software. Boring. And guess what, you know, every other point of sale software on service, it was saying the same thing. That's what we do, right? So that's a feature. So we changed that and we said, well, let's come up with something that's benefit-rich, contains specifics, and is differentiated. It's not the same as what everyone else was saying. So what we came up with is we can increase your sales and profits by 25% or more within 90 days, guaranteed. So if you're looking for a point of sale software and you see a whole lot of service providers that are offering point of sale software, and one of them says, Sure we do that, but more importantly, we increase your sales and profits by 25% within 90 days, guaranteed. Who are you going to call?

Jeremy: One's gonna make me some money.

Tom: Right. And the one that, and also, you know, Coco Chanel, a great fashion designer said in order to be indispensable one must be different. You could also say in order to get noticed, you have to be different. There's a book out there that sold like a million copies. I don't know if it's up to that yet, but it's going to get there if it's not already. And it's about sticking to what you believe in. That's essentially what the book is about. So the author could have written stick to what you believe in, but instead, he wrote the subtle art of not giving up if you CK. That got people's attention, right? If you, so the book cover what metaphorically speaking, in the business of the listeners, what are people seeing before they open your servers? What are people seeing? Because when people deal with you, you know, I'm talking to the audience members now, they're probably getting a great quality experience, right? You're probably turning up on time. You're probably leaving the place clean. You're probably doing a terrific job. You've probably got to guarantee. So once you're in contact with them physically, you're probably fine. They probably will book you back. The trick is, how do you get noticed in the first place? How do you get in front of people? And that's, metaphorically speaking, all about changing the book cover, all about changing that moment of truth, that first moment where they are looking for servers, looking for a product, and they see your stuff, whether it's a website which is an ad, whatever it happens to be, and it gets cut through, because it's the hearing, or they're seeing what they wanted to hear or see, even if they weren't consciously aware of that.

Ryan: You know, Tom, I've heard some of the examples you gave and I know that you've got a pretty remarkable one yourself. You've mentioned guarantee in a couple of these examples here. And you gave some great lead-ins and talked about benefits, the specifics, a differentiator, but almost all your examples include that idea of a guarantee. Can we talk about that for a second?

The Skin in the Game Principle

Tom: Yeah, good idea. It's an important one. And a lot of people get nervous about offering a guarantee. Let me just go to one step bigger than a guarantee. What the guarantee is really all about, it's all about risk from somebody with the prospect or the inquirer. It's about mitigating, minimizing or eliminating the risk.And they've had, I'll bet you dollars to doughnuts, they've had negative experiences with your particular professional service or trade in the past. And whether that's in their conscious mind, they're going, you know, the last person who was here left a mess and we, you know, we couldn't get hold of them and they turned up late, whatever it happens to be, the equipment broke down and, you know, whatever the common experiences is that your marketplace have had with your competitors in the past, if they are to the point where they experienced frustrations and disappointments, then that can be something that you can guarantee you won't do. And the guarantee is useless without a or we will, right? So, you know, or you get your money back, or you don't pay, or we'll have the invoice or whatever, so that they have to see, the key principle here as I see you've got skin in the game, right? So it's like, you know, the difference between, you know, the general charging into battle on the lead horse, you know, towards the enemy soldiers will follow, right? Because they see, well, that guy thinks it's a good idea, maybe we should follow him, versus the general sitting safely 10 miles behind the front lines saying go get them tiger, you know, run into the machine guns. Who are you gonna follow? So the skin in the game principle is a really big principle because what it does is it demonstrates to a prospect that you believe in what you do. So a lot of different ways you can do a guarantee, but the important thing is think about the principal, your prospects, your audiences, your marketplace. I've had negative experiences in the past with your colleagues. I mean, frankly, if they hadn't had those negative experiences, they probably wouldn't be looking for a new supplier. And what can you say, what can you offer that's going to eliminate their concerns about those past experiences straight off the bat? I mean, if you go and see, you know, an accountant, and you waiting for 40 minutes, and you've had that experience, or you leave three messages for that person to call you back. If that's a common experience, then the CPA or the accountant comes and says, look, we guarantee to pick up the phone within 90 seconds of you calling us, or we guarantee if we're going to meet you won't have to ever wait more than three minutes, or whatever. whatever that common experience is. With me, you know, marketers, Seth Godin wrote that book, All Marketers Are Liars. And I was horribly offended because I'm a big fan of Seth Godin. And he's like this marketing guru, and, you know, you read this book, All Marketers Are Liars. And I said Hey, that's not my micro, I'm not a liar. But the longer I've been in this industry, and I, you know, I've been in my fourth decade now in sales marketing particular, the more I realized that marketers, well, if the not bullshit artists, they certainly hype things up a heck of a lot. So for me, a lot of my prospects have had that experience of paying money to bullshit artists and hype merchants who have said something like, hey, look, I can get you a flow of new clients, trust me. Give me your money and I'll show you how it all works. So my clients before they get to me have had that experience and handed over money and nothing has happened. You know, the swindler, the con artist, or the, just the ineffective inept marketer has taken their money and has not returned value. That's what my audience have experienced. So what do I do? I say, look, if we're gonna work together, I don't want you to trust me. Go, huh? What? If we're gonna work together, Tom, don't have to trust you? I mean, isn't that the basis of any business relationship? And I said, Well, let me ask you this. Have you ever heard any other marketer before you found out about me say do you, trust me. Give me your money and I'll, you can have my call so I could teach you. I'll give you business coaching whatever I had always. Have you ever heard that? They say Yeah, I've heard that. And did you pay the money? Yeah, I paid the money. And what happened? Did you just like, two months later, all you had to show for as an empty bank account balance? They go, yeah. And then I say, Well, how many times have you done that? Like five times? They say yeah, probably. So I said, Okay, so let me get this right, five times, at least now, you've heard someone say, trust me, give me your money, and you've done that and you've just lost your money. Is that correct? Yes. Okay. So let's stop doing that because it's not working. So instead, I'll trust you. Why don't we switch it up? Why don't we start working together, I'll give you access to all the intellectual property, all the courses, all the modules, all the templates, all everything, and I'll meet with you every single week to help you implement that marketing program. And I'll give you my mobile phone number because the charlatans never do that. And I'll set up a 24 seven direct messaging. So you will know that I care about you implementing, but don't pay me any money. How would that be? And they go well, you know, why would you do that? I said because you've had experiences in the past to pay money to marketers and it's crashed and burned and you, you know, you've been disappointed. So I want to demonstrate to you why my offer is different. I will give you the keys to test drive for 30 days, no money paid, no commitment. Anytime in the 30 days, cancel. No questions asked. Your wife said she didn't like the color? Fine. Cancel. I don't mind. So all I've done there, and if you listen to this person and you think Yeah, but I'm not a marketer. I can't do that. Get the principal first. The principal is we're taking out of the prospect's mind all the opportunity to repeat the negative experiences they've had in the past when they've dealt with your competitors. So we've got to create this point of difference right from the get-go. How do they know, how do people know they can trust me? Because they don't have to pay me any money. I'll give them access to all my stuff. I'll meet with him every week. I'll give you my mobile phone number, and I won't charge them a cent. They can take 30 days to decide. That's how they know they can trust me. So how do your prospects know they can trust you? And that's where the guarantee comes in.

Jeremy: That's fantastic. And I love that guarantee. It's got so much bite to it, I guess.

Tom: Skin in the game. If I, if this person is gonna pay me some money, I gotta deliver value, and they know I've got skin in the game. That's where the guarantee comes in. Tour prospects go, Wow, this person really backed themselves to deliver on what they promise. I mean, how many websites do you see for example, as, you know, we're passionate about, or customer service is number one to us, or our products are the best quality? Well, maybe they are, maybe they're not. But I'm not gonna believe you until you put some skin in the game via some sort of guarantee.

Jeremy: I love that. So, and I always tell my clients, a guarantee is not a warranty. A warranty is what you do when you mess up. A guarantee is a sales tool that takes that but right off the table. Like, Oh, I was gonna move, but. What is that?

Tom: So my wife tells me to get my butt off the table sometimes.

Jeremy: Yeah, that's a different guarantee. So give our listeners maybe a nugget or two on how do they craft that guarantee and then make sure that it's going to be the right punchy thing for them?

Tom: Yeah, yeah. Okay, so you can put the guarantee into the message, you know, into the marketing message and we'll give folks a resource to help them with this even more later on. But so what you're looking for is you're looking for two things really, a source material for you guarantee and to be marketing it, for that matter. And the first one is frequently asked questions. So what are the questions that your prospects or clients often ask you on a regular basis? And the second one are their frequently expressed frustrations. So with frequent, frequently asked questions, you know, one question might be, Do you have a guarantee? The question might be is how long are the products that you're storing under guarantee for? The question might be, you know, does it come with a cold airflow? The question, I don't know what happens. Does it come with a price/ What are the questions you get asked week in and week out because that's the marketplace saying to you, I need this information before I make a decision. Second thing you look for is the frequently expressed frustrations. Yeah, the last three guys just didn't arrive on time. The last three gals didn't do this or the last, whatever. So whatever you're hearing from the marketplace, and you've heard this, like, it's been like a broken record on your ear for the last 20 years, these people just keep expressing the same frustrations. So frequently asked questions and frequently expressed frustrations, a great source material for your guarantee and or for your marketing message.

Jeremy: That's great. I know I've worked with a couple clients that if they've dove into that, those frustrations and they find something like oh, this is where it's at, but then they come up with some different ways that they could guarantee that off the table, and they get a little nervous because, you know, like yours, you're working for a month before they are paying you. You know, I have something similar. Guaranteed Traction is, you know, the name of my organization, and I work with them all day long. And the end of the day, if they got value, they pay me. If they don't, if they didn't, they don't. And I've had people say, Well, what constitutes that they got value? I'm like, Tom, that's up to you. I have zero, it's their opinion. I have zero data. I can't pull out a spreadsheet and say no, I did. If you feel like you have value, you pay me. If you don't, you don't. So help us figure out how when we find that punchy thing, how do we test it in the market to see if it's going to help out versus just blast it?

Testing Your Marketing Message

Tom: So what you do is you come up with three variations of that marketing message and that could well incorporate the guarantee but like the point of sale software guy I did, that I worked with. So you come up with three different variations and each of them have something in it in each of those marketing messages that's very, very different. So it could be something about arriving on time, it could be something about, you know, sending a guarantee if everyone else is saying the products are guaranteed for three years, and so on. So you come up with three from the frequently expressed frustrations and the frequently asked questions. Come with three variations, three draft marketing messages, if you like, and then you go to 10 past clients who just love what you've done. And you ask each of those 10 clients, you say, Look, I'm undertaking this marketing exercise. May I ask you this question, please? And this is a question that folks should take a note on. Which one of the following three statements would most motivate you to want to know more about our services? And you need a minimum of six responses. You get six votes back, provided you've done a good job of creating three quite different statements. The votes will be polarized. You'll get the majority voting on one statement versus the other. So six responses is the minimum that you need. And that's why I say go to 10 people because some people will kind of forget about it. So you prepare these statements, put them in an email, call these high-quality prospects who love your work in advance and say, Hey, would you be okay if I sent you an email? I've got three marketing statements. I'd love your opinion on them. And they go Yes, send it through. Then you send the email and the email says, you're doing a marketing exercise, preparing some marketing messages, which one of the following three statements are the most, number one, number two, and number three? You count the votes up and the one that gets the most votes is your winner. And that's what you put on the top of your website on whatever trade magazine, association, online forum, message board, instead of your title, you know, managing director or founder or whatever, chief, whatever, you put that statement. So, that statement you sprinkle around your physical universe and your digital universe like confetti at a frickin wedding. That's what people are gonna see because that's the thing that you market-tested and it's proven as the most popular and a guide to getting cut through and motivating people to want to know more,

Jeremy: That's pure gold there. I love that just changing your job title. Who cares about that? And putting your slogan, your marketing message right there. Tom, this is, I love your ability to bring marketing so specific and articulate it so clear with such tangible results. I know you have a lot more. I believe you have even a challenge for our listeners today.

Tom: One of the most popular things that I did is called the Five Hour Challenge and you can find it at fivehourchallenge.com. So what it is, it's over five days we will send, if you subscribe, but, you know, by email, we'll send you, every day we'll send you a link to a 10-minute video where I give you an exercise and first of all, I give you the principle then I give you the exercise. And then you watch the 10-minute video, complete that exercise which will take you less than 50, five zero minutes. So that's one hour, right? For the first day. Then day number two, another 10-minute video and so on for the five days. So over the five days, you're going to be watching 5 10-minute videos and you're going to be spending a total of one hour a day over the five days, hence Five Hour Challenge. And that exercise will show you how to put together your three draft marketing messages. And it'll show you how to test it in the marketplace. And it'll get you some referrals.

Jeremy: I was just amazed at that. So not only will I end this Five Hour Challenge to get a clear message, you said it will get me some referrals.

Tom: You should be able to get five quality referrals and at least one new paid client from that exercise. And you have a marketing message that's been market tested that will help you get cut-through and motivate your right people to want to know more for the rest of your life.

Jeremy: Wow. And how much does this cost?

Tom: It's a really good price. Nothing. It's free.

Jeremy: You just give this away. Wow.

Tom: Look at it, folks, guys, is another good example of putting something out there in the marketplace that people can kind of experience my brand before they even consider paying me any money. And, you know, that's, so it's, I think we've started this conversation, you know, if you can give people a checklist, if you can give them a mind map, if you can give them a list of things to look for. Not, you know, if you're a plumber, not you know how to flex a good plumber because obviously, you're pointing it towards yourself. But, you know, how, you know, the top 10 things you need to look for on a new shower on the toilet or a new kitchen or whatever, that's something that's free that you can offer on your website. People could download it in exchange for their email address, it's going to give them some value whether they buy from you or not. And they stay on your subscriber list and once a month, you send them some great quality content, another idea maybe an interview, maybe an article, whatever, and you keep your brand in their brain until they're sick of dealing with all the dickheads in your industry and they remember who you are and they come back and give you a call.

Jeremy: So to our audience out there, I don't know why you wouldn't go take the Five Hour Challenge. It sounds absolutely amazing. I'm looking forward to it. So in five hours, you can have a more clear marketing message and some leads and learn more about what Tom is doing. Tom, thank you so much for being our guest. We've enjoyed this so much and so excited to share it.

Tom: Hey, thanks for having me. It's been fun.

Ryan: Thanks, Tom.

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