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Matthew Hunt - Automation Wolf
Matthew Hunt is a Serial Entrepreneur, B2B sales and marketing expert, and coach to company CEOs, marketing directors, and entrepreneurs. His extensive experience of over a decade of helping B2B companies succeed in sales and marketing has driven him to create several 7-figure businesses and he’s just getting started!
His company, Automation Wolf, is known for helping clients generate a full month of LinkedIn content in just one hour per week.
automationwolf.com
www.marlanasemenza.com
Audio : Ariza Music Productions
Transcript : Vision In Word
Marlana: Matthew Hunt is a serial entrepreneur, business to business sales and marketing expert coach. As the creator of several seven figure businesses, he's just getting started. His company Automation Wolf is known for helping clients generate a full month of LinkedIn content in just one hour per week. Welcome, Matthew.
Matthew: Hey! Thanks for having me.
Marlana: So, you know that I create images for clients to use in their branding. But you're gonna talk to us a little bit today about what to do with them.
Matthew: Great!
Marlana: So first of all, let me ask you this, because I know LinkedIn is your thing. Why do you think LinkedIn is so overlooked?
Matthew: I don't wanna say that this is probably a terrible essay, but I guess at a social media, it's probably the ugly, redheaded stepchild that nobody wants to pay attention to. However, if you're in b2b, it's really the greatest opportunity. In fact, anything that you care about, if you care about your career in any way, I think LinkedIn is a great opportunity. And it's even a greater opportunity due to timing. So, a lot of times when you're in social media network solver catching the wave at the right time. For example, my first agency, I caught the wave around search engine optimization and search advertising in general. So, I started way back, I started learning how to do in 2007, and started the agency in 2010, and I got to ride that wave for a good four or five years before it got a little more sophisticated. Then in 2014, I caught the Facebook one, so, there's organic, free traffic, and then there's the paid advertising, it was early, and people are still figuring out the ads, and cheaper, got the ride that wave. Then in 2017 I discovered the LinkedIn one and we're still going with the LinkedIn one. So, what's so great about LinkedIn is that it is a social media network, just like any other social network, so it has a focus of being for professionals. But what's so magical about it right now is that they have 700, 800 engaged users logging in, but only 1% of people post. So, what that means organically is there's a huge amount of eyeballs there, but not enough content inventory, and so if you just post on LinkedIn, you get a lot of reach, the challenge is with all the other social networks are so noisy. Now, it's very hard to get recognized organically, unless you already are a celebrity or a micro celebrity, or an influencer in some way already, have a following for people to pay attention to without having to pay to play. And so, in the sense of free earned organic attention and eyeballs on what you do, LinkedIn is a great place to be right now.
Marlana: And you know, one of the things that I've learned about LinkedIn is that a lot of people may see your content, but not many people necessarily. You may not know that they've seen it. And I only say that because I have had people come to me, weeks, months, whatever, after the fact and say, yes, I've been following you and love what you're posting in this net, I would have never known because they don't like it. They don't comment on it. They don't do any of these things. But they're seeing it.
Matthew: Yeah, they're secretly creeping it, and you got to remember that the algorithms like they're not only looking at liking, commenting, or resharing, the very obvious, explicit ways of showing that people are engaging with your content, they can also tell when someone has stopped them scroll, and they're sitting there based on dwell rate, how long they read your text post, or how they looked at your images, or how the PDF carousel worked, or videos. And this is why carousels are so effective. Is because it forces the dwell rate to be longer, someone has to swipe to the left to see all the different images. So, for example, yourself, someone is focused on producing headshots, a really good strategy for you on LinkedIn would to be to create these image carousels, where there's many examples of work that you've done. Or even it could be up before and after-effect of Photoshop. It could be all kinds of different stuff that you could do, but the point is, it keeps them there longer, which then the algorithm rewards to show more of your content. But you're exactly right that people do not always tell you what they engage, and this is why when you're in b2b sales, what's so important because the buying cycle so long, it's very, very hard to track the different touchpoints of your marketing. You got to ask three questions when people come to see and the first question is, how did you hear about us, which is a pretty obvious one, and then mark it down in your CRM. So sometimes they'll say I was referred, I saw your stuff in search on Google, I think I clicked on an ad, or I watched your video on LinkedIn. All this is very important, but a tag your CRM, the second question you want to ask is, how long have you been aware of our brand, and a lot of times, that's when you'll find out a little bit more about the buying cycle be like, well, we kind of like looking at your stuff like the last six months, or 12 months, or sometimes just 18 and 36 months. I can't tell you how long a b2b Buying Cycle is, and it doesn't matter if you're doing professional headshots for LinkedIn, or whether you have an agency that offers some sort of done for your service, or whether it's a b2b SaaS tool, or whether you're in recruiting, it really doesn't matter, you'd be really surprised on how long this buying journey can be for people. The last question is, what are the things do you remember about engaging with us around? and this tells you what type of maybe content is working, or what kind of digital assets or lead magnets are working, that you can also put another tag to, and this is the best way to track this stuff by talking them because what's really hard to do with b2b When you have a long buying cycle is tracking. Everybody wants a dashboard and to automate it through Google Analytics, or Bing, or whatever your preferred tool is, but it's almost impossible to do because people go from browser to browser, from social media to social media, they have their own journey, they bounce all around. It's very, very hard to connect all the dots. You know, it's easier if you have a low ticket price item, that's b2c. And you can create some sort of advertising and people click and buy or, or in a very short window of under 90 days, then this kind of tracking works really well. However, all the analytic tools kind of cap out, after 90 days, like if their look back window no longer shows you what was that journey. And so, it's very, very difficult to know what's working with and it's not working. And this is why you got to train your salespeople, or you got to exercise those quests, those three questions when someone comes into your sales pipeline, and makes you mark down tags of those things in your CRM. So, then you can draw over at the end of the year or the end of two years, you can run a report based on tag to sales, and then you can really see what activities are actually working really well.
Marlana: Interesting. What are your thoughts on what content on LinkedIn should look like as opposed to content on let's say, Facebook or Instagram?
Matthew: Well, it's very similar, at the end of the day, the structure of the framework that you follow should be the same for all networks. The reason being you want to make your life easy. However, you need to recognize that each platform is a little bit different on what they reward and what they lean into, as well as the community or the culture that is on that network wants to receive. So, all the networks have a few different places that you can live, all of them have a newsfeed, right, which is usually where people log into the network to consume their information, very rarely do they go to a different section of the social media platform. However, some platforms have a couple things that are important. So, LinkedIn, one thing organically that you want to lean into besides the newsfeed for your personal profile, not your company profile, nobody goes to your company page on Facebook, right? Is the only other thing that they really need to be groups or communities. Subgroups of companies are active and 58 of textbook one that shows up in the newsfeed as well too. So, those are two places you want to live when it comes to Instagram. Instagram is really today's magazine, and obviously, you want to keep things very photo centric. At the end of the day, however, they offer all the other platforms including video, but it needs to be very snackable right? Facebook's can be very snackable as well too. People go there to procrastinate or to discover, to treat it like today's magazines, they're just kind of getting updates on their friends, family, and other things that they're interested in, in a scrolling news for new swarm format. Then when you look at LinkedIn, it's a very similar thing except there's no other place for you to kind of like live again. It's going to be snackable content, they even know that it's snackable content. Like, a video is capped at 10 minutes. If you look at Instagram, a video is kept pretty much at 60 seconds. You can't publish it unless you the Instagram television version that can see a little longer, but it shows you that people are there for snackable content. Now if you get to other social media networks, things like maybe YouTube, or a version of podcasting like this, you could have your own podcast within the podcasting ecosystem like Apple podcast. Gas is still sort of a social network at the end of the day, not exactly saying we're not quite as social as YouTube, but something like Clubhouse has caught a bridge, that gap is the other one, and this is the long form content, in which case people are ready to consume longer form content. And what you have to remember is, you have to remember where you are. So, is it long form content or short form content? And just remember that the world in general, is addicted to short form, click Beatty content, that's the hook that gets them right.
Marlana: We have no attention span.
Matthew: That’s right! They literally published statistics on this for a long time that our attention span is less than a goldfish, 10 minutes, eight seconds. And apparently, ours is less than eight seconds if it doesn't capture interest. However, I think people secretly desire long form content. And the transformation takes place in the long form content. But the way you get them, there has to be a journey, right. So, you have to remember that the one minute video leads to the two minute video, the two minute video, it's the three minute video and the five and then 10, and then eventually become a subscriber to our long form content. So, it just remember where you are on the journey. And the goal, even the days, most of the time is if you're a stranger, they're just trying to get to know you. And so, Stranger usually means danger, so, we have to warm them up. And we don't usually start consuming or buying from people until we know, like, and trust them. So, they can't trust you if they don't like you, they can't like you if they don't know you. So, the first step is about being consistent and you can do that organically, or you can do it through paid ads, but it must be snackable. And so, just showing up regularly in the newsfeed on social media networks, both through paid and organic is a great first step, snackable content for people to get to know you.
Marlana: Let me ask you this real quick. What do you consider regularly?
Matthew: they should be seeing you at least once a day, every day, where your brand comes up, and it delights them in some way. So, I'll talk about what how to delight people, so they can get to know you in just a minute. What's the type of content that you want to create, but all content, whether it's paid, or organic, should always feel organic and natural? What I recommend is you follow something called the ACES method, which just stands for authority, connect engagements and show, or some people will call it sell, but I prefer to show. Authority is like adding value, so it'd be like, let's say we're doing this podcast right now, and I decided to explain the Aces method and there'll be you and me side by side, discussing this, and you could clip it into a one minute Did I be an authority post, it doesn't always have to be you who's providing the authority, but you must be associated with the authority. So, don't always feel like you need to be the expert, sometimes the best solution is actually being the talent scout, just like you're doing right now. Kinect is the stuff that hits the heart, that gut or the funny bone, and the best pieces actually hit all three at the same time. Engaged is stuck for you go to your audience or to the community, whatever social media platform you're on, and you start a conversation or ask a question, a lot of times you can get people to create the content for you, if you welcome them, invite them into participating. So, this could be a poll, it could be a lot of different things that starts really interesting conversations. And a lot of times when you get a good enough conversation going, then you can also get a lot of attention on what it is that you do and will breadcrumb back to where you're going, then show is just simply showing the results like before and afters are the best ways of doing it, before client met me was x results after client sent me it's this result. It doesn't really matter what it is, but that's the best way of doing it. So, I always tell people don't tell other people that you're awesome instead, show versus tell. If you do that, that's a great snackable content and if you mix that up between the different formats because everybody likes to consume content a little different some audio, some live video, some love text, slum love images, you don't know how people like to consume it. Then you're gonna hit all the right notes on the piano, play very beautiful snackable content song, it's just like on a piano if you hit one key. Just Amapiano, you have one key. Remember, it's gonna be really boring song, but if you play all the keys, get a really beautiful song and so this is why you want to follow the ACES method. And then you mix it up between the different types of content formats from short video to images, to carousels, to text posts, to audio grammes, whatever it is mix it up. Now, once you've done that, what's so great about this is, a lot of times the social networks allow you to work run advertising and they can show you whether they've consumed your content or not. So, if someone's watched 25% or more of your video, well, you could remark it to them, and at which point, that's when you want to remark it to them, the longer content things to start getting into five minutes, to 10 minutes. And once they start consuming 5 10 minutes, you can start making direct response type offers, which puts them into your long form content because this is where you're trying to do, is indoctrinate them, educate them, and create such demand around your brand that you don't have to do any selling later on. And you can charge more it creates positioning. This is what's really called demand gen, versus inbound marketing or outbound marketing. And this works much, much better, particularly for b2b businesses, with long buying cycles that have high ticket prices, and that's what everybody wants, they want something where the system does all the selling, so that by the time someone gets to you, they're presold. So, you and your team don't have to be good at sales or don't even need a sales team. And you can close sales at higher prices.
Marlana: And listening to all that, all I could think was wow! That's a lot of work.
Matthew: Absolutely! it is a ton of work if you go about doing it in a wrong way. So, there's definitely an order to doing this type of work. And if you get it at an order, I find that in general, you set yourself up to fail. And so, here's the filter that you in general you want to use, is how much effort do I need to put in versus how much impact does it provide. And the reality is most businesses or business founders or owners, especially when they're bootstrapped, and they're starting out, their biggest problem is actually time. So even when people come into my sales pipeline for our done for you services. My number one question is, how much time do you have? How much time can I get a view every single month? And based on what they tell me is then going to dictate what is the right strategy and tactics to use for them. Right. And because and really the other day, this is where a lot of programmed fail is because they commit to programmes that require too much of their time, and it doesn't work. And this is why our service works so well. Where we go, we can create all your LinkedIn content or social media content in one and a half hours, right. So, an hour to create it, and 30 minutes to approve it or provide feedback each...
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By Marlana Semenza
5
1010 ratings
Matthew Hunt - Automation Wolf
Matthew Hunt is a Serial Entrepreneur, B2B sales and marketing expert, and coach to company CEOs, marketing directors, and entrepreneurs. His extensive experience of over a decade of helping B2B companies succeed in sales and marketing has driven him to create several 7-figure businesses and he’s just getting started!
His company, Automation Wolf, is known for helping clients generate a full month of LinkedIn content in just one hour per week.
automationwolf.com
www.marlanasemenza.com
Audio : Ariza Music Productions
Transcript : Vision In Word
Marlana: Matthew Hunt is a serial entrepreneur, business to business sales and marketing expert coach. As the creator of several seven figure businesses, he's just getting started. His company Automation Wolf is known for helping clients generate a full month of LinkedIn content in just one hour per week. Welcome, Matthew.
Matthew: Hey! Thanks for having me.
Marlana: So, you know that I create images for clients to use in their branding. But you're gonna talk to us a little bit today about what to do with them.
Matthew: Great!
Marlana: So first of all, let me ask you this, because I know LinkedIn is your thing. Why do you think LinkedIn is so overlooked?
Matthew: I don't wanna say that this is probably a terrible essay, but I guess at a social media, it's probably the ugly, redheaded stepchild that nobody wants to pay attention to. However, if you're in b2b, it's really the greatest opportunity. In fact, anything that you care about, if you care about your career in any way, I think LinkedIn is a great opportunity. And it's even a greater opportunity due to timing. So, a lot of times when you're in social media network solver catching the wave at the right time. For example, my first agency, I caught the wave around search engine optimization and search advertising in general. So, I started way back, I started learning how to do in 2007, and started the agency in 2010, and I got to ride that wave for a good four or five years before it got a little more sophisticated. Then in 2014, I caught the Facebook one, so, there's organic, free traffic, and then there's the paid advertising, it was early, and people are still figuring out the ads, and cheaper, got the ride that wave. Then in 2017 I discovered the LinkedIn one and we're still going with the LinkedIn one. So, what's so great about LinkedIn is that it is a social media network, just like any other social network, so it has a focus of being for professionals. But what's so magical about it right now is that they have 700, 800 engaged users logging in, but only 1% of people post. So, what that means organically is there's a huge amount of eyeballs there, but not enough content inventory, and so if you just post on LinkedIn, you get a lot of reach, the challenge is with all the other social networks are so noisy. Now, it's very hard to get recognized organically, unless you already are a celebrity or a micro celebrity, or an influencer in some way already, have a following for people to pay attention to without having to pay to play. And so, in the sense of free earned organic attention and eyeballs on what you do, LinkedIn is a great place to be right now.
Marlana: And you know, one of the things that I've learned about LinkedIn is that a lot of people may see your content, but not many people necessarily. You may not know that they've seen it. And I only say that because I have had people come to me, weeks, months, whatever, after the fact and say, yes, I've been following you and love what you're posting in this net, I would have never known because they don't like it. They don't comment on it. They don't do any of these things. But they're seeing it.
Matthew: Yeah, they're secretly creeping it, and you got to remember that the algorithms like they're not only looking at liking, commenting, or resharing, the very obvious, explicit ways of showing that people are engaging with your content, they can also tell when someone has stopped them scroll, and they're sitting there based on dwell rate, how long they read your text post, or how they looked at your images, or how the PDF carousel worked, or videos. And this is why carousels are so effective. Is because it forces the dwell rate to be longer, someone has to swipe to the left to see all the different images. So, for example, yourself, someone is focused on producing headshots, a really good strategy for you on LinkedIn would to be to create these image carousels, where there's many examples of work that you've done. Or even it could be up before and after-effect of Photoshop. It could be all kinds of different stuff that you could do, but the point is, it keeps them there longer, which then the algorithm rewards to show more of your content. But you're exactly right that people do not always tell you what they engage, and this is why when you're in b2b sales, what's so important because the buying cycle so long, it's very, very hard to track the different touchpoints of your marketing. You got to ask three questions when people come to see and the first question is, how did you hear about us, which is a pretty obvious one, and then mark it down in your CRM. So sometimes they'll say I was referred, I saw your stuff in search on Google, I think I clicked on an ad, or I watched your video on LinkedIn. All this is very important, but a tag your CRM, the second question you want to ask is, how long have you been aware of our brand, and a lot of times, that's when you'll find out a little bit more about the buying cycle be like, well, we kind of like looking at your stuff like the last six months, or 12 months, or sometimes just 18 and 36 months. I can't tell you how long a b2b Buying Cycle is, and it doesn't matter if you're doing professional headshots for LinkedIn, or whether you have an agency that offers some sort of done for your service, or whether it's a b2b SaaS tool, or whether you're in recruiting, it really doesn't matter, you'd be really surprised on how long this buying journey can be for people. The last question is, what are the things do you remember about engaging with us around? and this tells you what type of maybe content is working, or what kind of digital assets or lead magnets are working, that you can also put another tag to, and this is the best way to track this stuff by talking them because what's really hard to do with b2b When you have a long buying cycle is tracking. Everybody wants a dashboard and to automate it through Google Analytics, or Bing, or whatever your preferred tool is, but it's almost impossible to do because people go from browser to browser, from social media to social media, they have their own journey, they bounce all around. It's very, very hard to connect all the dots. You know, it's easier if you have a low ticket price item, that's b2c. And you can create some sort of advertising and people click and buy or, or in a very short window of under 90 days, then this kind of tracking works really well. However, all the analytic tools kind of cap out, after 90 days, like if their look back window no longer shows you what was that journey. And so, it's very, very difficult to know what's working with and it's not working. And this is why you got to train your salespeople, or you got to exercise those quests, those three questions when someone comes into your sales pipeline, and makes you mark down tags of those things in your CRM. So, then you can draw over at the end of the year or the end of two years, you can run a report based on tag to sales, and then you can really see what activities are actually working really well.
Marlana: Interesting. What are your thoughts on what content on LinkedIn should look like as opposed to content on let's say, Facebook or Instagram?
Matthew: Well, it's very similar, at the end of the day, the structure of the framework that you follow should be the same for all networks. The reason being you want to make your life easy. However, you need to recognize that each platform is a little bit different on what they reward and what they lean into, as well as the community or the culture that is on that network wants to receive. So, all the networks have a few different places that you can live, all of them have a newsfeed, right, which is usually where people log into the network to consume their information, very rarely do they go to a different section of the social media platform. However, some platforms have a couple things that are important. So, LinkedIn, one thing organically that you want to lean into besides the newsfeed for your personal profile, not your company profile, nobody goes to your company page on Facebook, right? Is the only other thing that they really need to be groups or communities. Subgroups of companies are active and 58 of textbook one that shows up in the newsfeed as well too. So, those are two places you want to live when it comes to Instagram. Instagram is really today's magazine, and obviously, you want to keep things very photo centric. At the end of the day, however, they offer all the other platforms including video, but it needs to be very snackable right? Facebook's can be very snackable as well too. People go there to procrastinate or to discover, to treat it like today's magazines, they're just kind of getting updates on their friends, family, and other things that they're interested in, in a scrolling news for new swarm format. Then when you look at LinkedIn, it's a very similar thing except there's no other place for you to kind of like live again. It's going to be snackable content, they even know that it's snackable content. Like, a video is capped at 10 minutes. If you look at Instagram, a video is kept pretty much at 60 seconds. You can't publish it unless you the Instagram television version that can see a little longer, but it shows you that people are there for snackable content. Now if you get to other social media networks, things like maybe YouTube, or a version of podcasting like this, you could have your own podcast within the podcasting ecosystem like Apple podcast. Gas is still sort of a social network at the end of the day, not exactly saying we're not quite as social as YouTube, but something like Clubhouse has caught a bridge, that gap is the other one, and this is the long form content, in which case people are ready to consume longer form content. And what you have to remember is, you have to remember where you are. So, is it long form content or short form content? And just remember that the world in general, is addicted to short form, click Beatty content, that's the hook that gets them right.
Marlana: We have no attention span.
Matthew: That’s right! They literally published statistics on this for a long time that our attention span is less than a goldfish, 10 minutes, eight seconds. And apparently, ours is less than eight seconds if it doesn't capture interest. However, I think people secretly desire long form content. And the transformation takes place in the long form content. But the way you get them, there has to be a journey, right. So, you have to remember that the one minute video leads to the two minute video, the two minute video, it's the three minute video and the five and then 10, and then eventually become a subscriber to our long form content. So, it just remember where you are on the journey. And the goal, even the days, most of the time is if you're a stranger, they're just trying to get to know you. And so, Stranger usually means danger, so, we have to warm them up. And we don't usually start consuming or buying from people until we know, like, and trust them. So, they can't trust you if they don't like you, they can't like you if they don't know you. So, the first step is about being consistent and you can do that organically, or you can do it through paid ads, but it must be snackable. And so, just showing up regularly in the newsfeed on social media networks, both through paid and organic is a great first step, snackable content for people to get to know you.
Marlana: Let me ask you this real quick. What do you consider regularly?
Matthew: they should be seeing you at least once a day, every day, where your brand comes up, and it delights them in some way. So, I'll talk about what how to delight people, so they can get to know you in just a minute. What's the type of content that you want to create, but all content, whether it's paid, or organic, should always feel organic and natural? What I recommend is you follow something called the ACES method, which just stands for authority, connect engagements and show, or some people will call it sell, but I prefer to show. Authority is like adding value, so it'd be like, let's say we're doing this podcast right now, and I decided to explain the Aces method and there'll be you and me side by side, discussing this, and you could clip it into a one minute Did I be an authority post, it doesn't always have to be you who's providing the authority, but you must be associated with the authority. So, don't always feel like you need to be the expert, sometimes the best solution is actually being the talent scout, just like you're doing right now. Kinect is the stuff that hits the heart, that gut or the funny bone, and the best pieces actually hit all three at the same time. Engaged is stuck for you go to your audience or to the community, whatever social media platform you're on, and you start a conversation or ask a question, a lot of times you can get people to create the content for you, if you welcome them, invite them into participating. So, this could be a poll, it could be a lot of different things that starts really interesting conversations. And a lot of times when you get a good enough conversation going, then you can also get a lot of attention on what it is that you do and will breadcrumb back to where you're going, then show is just simply showing the results like before and afters are the best ways of doing it, before client met me was x results after client sent me it's this result. It doesn't really matter what it is, but that's the best way of doing it. So, I always tell people don't tell other people that you're awesome instead, show versus tell. If you do that, that's a great snackable content and if you mix that up between the different formats because everybody likes to consume content a little different some audio, some live video, some love text, slum love images, you don't know how people like to consume it. Then you're gonna hit all the right notes on the piano, play very beautiful snackable content song, it's just like on a piano if you hit one key. Just Amapiano, you have one key. Remember, it's gonna be really boring song, but if you play all the keys, get a really beautiful song and so this is why you want to follow the ACES method. And then you mix it up between the different types of content formats from short video to images, to carousels, to text posts, to audio grammes, whatever it is mix it up. Now, once you've done that, what's so great about this is, a lot of times the social networks allow you to work run advertising and they can show you whether they've consumed your content or not. So, if someone's watched 25% or more of your video, well, you could remark it to them, and at which point, that's when you want to remark it to them, the longer content things to start getting into five minutes, to 10 minutes. And once they start consuming 5 10 minutes, you can start making direct response type offers, which puts them into your long form content because this is where you're trying to do, is indoctrinate them, educate them, and create such demand around your brand that you don't have to do any selling later on. And you can charge more it creates positioning. This is what's really called demand gen, versus inbound marketing or outbound marketing. And this works much, much better, particularly for b2b businesses, with long buying cycles that have high ticket prices, and that's what everybody wants, they want something where the system does all the selling, so that by the time someone gets to you, they're presold. So, you and your team don't have to be good at sales or don't even need a sales team. And you can close sales at higher prices.
Marlana: And listening to all that, all I could think was wow! That's a lot of work.
Matthew: Absolutely! it is a ton of work if you go about doing it in a wrong way. So, there's definitely an order to doing this type of work. And if you get it at an order, I find that in general, you set yourself up to fail. And so, here's the filter that you in general you want to use, is how much effort do I need to put in versus how much impact does it provide. And the reality is most businesses or business founders or owners, especially when they're bootstrapped, and they're starting out, their biggest problem is actually time. So even when people come into my sales pipeline for our done for you services. My number one question is, how much time do you have? How much time can I get a view every single month? And based on what they tell me is then going to dictate what is the right strategy and tactics to use for them. Right. And because and really the other day, this is where a lot of programmed fail is because they commit to programmes that require too much of their time, and it doesn't work. And this is why our service works so well. Where we go, we can create all your LinkedIn content or social media content in one and a half hours, right. So, an hour to create it, and 30 minutes to approve it or provide feedback each...