Sometimes I get in a blogging funk. Heck, just look at how often I've been posting to this thing! Sometimes I blog in a flurry, and then I ignore it for awhile. Sometimes I wonder why bother -- is there anybody out there?
Well, of course there are. Last night someone responded to a critique of the movie Happy Feet I wrote years ago on another of my blogs (a blog I haven't posted to since 2007!). That one little movie review occasionally inspires people to pop in to tell me how moronic my views were. And it proves that people do find you and are listening!
Today I saw this nice post on reasons to post -- even IF no one is listening to you. Here are my favorites:
1. Search engine benefits. This may be the most obvious business benefit of blogging. Search engines give preference to websites that have fresh, relevant content. HubSpot research shows that sites with blogs get 55 percent more traffic than sites without blogs—even if there are no readers!
3. Infinite search life. A few weeks ago I received a call from a potential new customer in the Middle East looking to me as a possible marketing consultant. I had to wonder how in the world they found me! Turns out they were looking for somebody who could help explain where the future of social media was going, and when they entered this into Google, a blog post I wrote a year ago popped up! Your content keeps working for you month after month!
8. PR. Blog posts have the opportunity for massive reach. When one of my posts gets picked up by an aggregation service, my message has a chance to be heard by hundreds of thousands of people. That opportunity would not occur with a press release or status update.
Showing posts with label public relations. Show all posts
Showing posts with label public relations. Show all posts
Tuesday, November 16, 2010
Friday, November 12, 2010
Making Money with Mobile Apps
Computerworld has a good article on the challenges and how-tos of making money with mobile apps. Since so much of my business is helping mobile app developers make money of them (by getting as much publicity as possible for their apps), I thought I would share this great article on my blog.
It is useful in that it discusses the three models of making money (monetizing) mobile apps: freemium (giving away a less functional version to entice people to pony up for a more feature-rich version); service-and-subscription model (providing a reader for instance, then selling the content on a montly basis); ad-funded model (free version with ads, or pay for a version that is ad-free); pay-for-product (sold!).
The article mainly lacks in how you actually make your app stand out in such a crowded marketplace. What advertising to use, what forms of social media, how to maximize PR (news and reviews), etc.
From the PR perspective, I'm finding it increasingly difficult to cut through the clutter of others asking writers to do the same thing I'm asking them to do -- namely, write about my clients' apps. So I'm getting as much as I can and then helping companies to distinguish themselves in the app store with keywords, well-written copy, and managing social media.
It is useful in that it discusses the three models of making money (monetizing) mobile apps: freemium (giving away a less functional version to entice people to pony up for a more feature-rich version); service-and-subscription model (providing a reader for instance, then selling the content on a montly basis); ad-funded model (free version with ads, or pay for a version that is ad-free); pay-for-product (sold!).
The article mainly lacks in how you actually make your app stand out in such a crowded marketplace. What advertising to use, what forms of social media, how to maximize PR (news and reviews), etc.
From the PR perspective, I'm finding it increasingly difficult to cut through the clutter of others asking writers to do the same thing I'm asking them to do -- namely, write about my clients' apps. So I'm getting as much as I can and then helping companies to distinguish themselves in the app store with keywords, well-written copy, and managing social media.
Monday, July 05, 2010
Finding the Right Blog
In my PR biz of publicizing mobile software developers, I discovered early on the high value of finding and developing relationships with bloggers who have a high-level interest in mobile tech. They're not journalists in the traditional sense, but the good ones have a niche following of people who would be a good audience for my clients.
Sometimes, the most popular blogs are really difficult to crack. They hear from PR people all the time -- and what makes me different than all those others? I need to do more than keep sending product news to them. I have to be a resource for them. I need to follow what they're interested in writing about, and engage them in dialogue about it even if it has absolutely nothing to do with any of my clients. If they response and find me a "wise ol' owl" who is fun and useful to talk to, I may have made a new friend in the blogger business and can become a trusted source.
How do you find good blogs? Start by searching your topic keyword(s) at Google Blog Search and Technorati. You may also want to add BlogPulse to that list for fun. Build a list of blogs, then look at each one to see if they have their own favorite blogs listed out for you!
Microblogs, such as Twitter, can be researched at TweetScan and Topsy. BlackBerry users can have Twitter hits on their keywords sent to their mobiles using an app called Twitterlerts.
If you want to follow what's being said about your company or brand in the social media sphere, try searching at SocialMention which will also pick up news from Twitter and blogs.
Sometimes, the most popular blogs are really difficult to crack. They hear from PR people all the time -- and what makes me different than all those others? I need to do more than keep sending product news to them. I have to be a resource for them. I need to follow what they're interested in writing about, and engage them in dialogue about it even if it has absolutely nothing to do with any of my clients. If they response and find me a "wise ol' owl" who is fun and useful to talk to, I may have made a new friend in the blogger business and can become a trusted source.
How do you find good blogs? Start by searching your topic keyword(s) at Google Blog Search and Technorati. You may also want to add BlogPulse to that list for fun. Build a list of blogs, then look at each one to see if they have their own favorite blogs listed out for you!
Microblogs, such as Twitter, can be researched at TweetScan and Topsy. BlackBerry users can have Twitter hits on their keywords sent to their mobiles using an app called Twitterlerts.
If you want to follow what's being said about your company or brand in the social media sphere, try searching at SocialMention which will also pick up news from Twitter and blogs.
Friday, May 07, 2010
A Touch of Luck?
I was on the treadmill this morning and looked up to the TV screen on the wall of the gym in time to see an ESPN replay of a PGA golfer chipping out of a sand trap. The ball delicately dropped a few feet short of the hole and rolled forward until -- PLUNK -- a miracle shot worthy of an ESPN highlight.
I don't know who the golfer was, but he's obviously talented enough to use his sand wedge to make such a great shot -- but not talented enough to avoid the bunker in the first place. His shot was both skill and luck. Sometimes it takes a good mix of both to be successful. If it was pure skill, pro golfers would never be in the bunker, and every tough shot would end up in the hole. Skill gets them close, but luck takes them the rest of the way.
When I'm launching a new app for, say, the iPad, the techniques may be similar as I'm reaching out to many of the same writers. Some of these campaigns are crazy successful (check out GoodReader -- STILL the #2 best-selling iPad app in the iTunes App Store after several weeks) while other campaigns are successful but maybe not what I'd hoped (boffo!). The difference may be timing, message, or the product itself, but some of it is just the level of luck -- hitting the right shot with the wind just-so and a squirrel that brushes the ball with his fluffy tail to cause the ball to drop in the hole.
We can't count on luck, so we must learn and practice the best techniques to get us as close to the cup as we can get (and perhaps a dash of luck will give us a highlight of our own).
I don't know who the golfer was, but he's obviously talented enough to use his sand wedge to make such a great shot -- but not talented enough to avoid the bunker in the first place. His shot was both skill and luck. Sometimes it takes a good mix of both to be successful. If it was pure skill, pro golfers would never be in the bunker, and every tough shot would end up in the hole. Skill gets them close, but luck takes them the rest of the way.
When I'm launching a new app for, say, the iPad, the techniques may be similar as I'm reaching out to many of the same writers. Some of these campaigns are crazy successful (check out GoodReader -- STILL the #2 best-selling iPad app in the iTunes App Store after several weeks) while other campaigns are successful but maybe not what I'd hoped (boffo!). The difference may be timing, message, or the product itself, but some of it is just the level of luck -- hitting the right shot with the wind just-so and a squirrel that brushes the ball with his fluffy tail to cause the ball to drop in the hole.
We can't count on luck, so we must learn and practice the best techniques to get us as close to the cup as we can get (and perhaps a dash of luck will give us a highlight of our own).
Thursday, April 29, 2010
Masterful Media Relations
Way back when I had just left the restaurant industry and got hired on with my first (and only) PR agency (that's not my own), I learned from the worst about media relations. My old boss got everything wrong when it came to developing relationships with the people who can make or break our efforts on behalf of clients. The line she used that really sticks with me is "Screw the media -- they don't pay us." Even a PR neophyte knew that was a stupid attitude, and only deepens the negative attitude many in the media have toward PR people.
I ignored the boss's advice. Within a year of starting that job, bigger agencies were calling me to set up interviews. How did they know anything about me? They asked journalists in Dallas who the best media relations people were and my name kept coming up. Some of those opportunities seemed pretty good, but I decided I'd rather enter the world of the gainfully self-employed. After all, if a complete nonsensical ninny could make a living at this business, I could reverse engineer everything she practiced and be more successful.
While my old agency had a revolving door of clients, often leaving after the first six months, I've got three clients that have been with me for 9-10 years now. Am I bragging? Ehhhh...maybe a little.
Back to media relations, I really enjoyed this article that compares media relations to dating.
#1 is my favorite:
1. The best pickup line is a basic introduction
Are your legs tired? You know, because you’ve been running through my mind since you walked into this place. That’s an example of a bad pickup line in dating circles. You know what the most effective pickup line is? Hello, my name is [insert your name].
The same goes for media relations. A fancy opening line, no matter how clever you think it is, will only result in a reporter rolling their eyes at you. Introduce yourself professionally, let them know who you are and why you’re calling and you’ll get things off on the right foot. Don’t use a cheesy pickup line when introducing yourself to a journalist.
One time I pitched a CNET reporter on an app called LobsterTunes in a manner that was probably too cute by half. But with an app called LobsterTunes, what's a PR guy to do? She called me on it and said she might have been more interested if I'd left off the cheesy intro. Now I leave the cheese for after I've gotten to know a journalist better and they can tell by the clever pitch that I've got my tongue planted firmly in my cheek. It's like the kind of jokes you can tell your old buddies that wouldn't have told them when you first met them.
That said, you don't want to come off as dry. You can be clever without being cheesy. I appreciate cleverness, but just make sure your pitch doesn't peg the cheese-meter.
I ignored the boss's advice. Within a year of starting that job, bigger agencies were calling me to set up interviews. How did they know anything about me? They asked journalists in Dallas who the best media relations people were and my name kept coming up. Some of those opportunities seemed pretty good, but I decided I'd rather enter the world of the gainfully self-employed. After all, if a complete nonsensical ninny could make a living at this business, I could reverse engineer everything she practiced and be more successful.
While my old agency had a revolving door of clients, often leaving after the first six months, I've got three clients that have been with me for 9-10 years now. Am I bragging? Ehhhh...maybe a little.
Back to media relations, I really enjoyed this article that compares media relations to dating.
#1 is my favorite:
1. The best pickup line is a basic introduction
Are your legs tired? You know, because you’ve been running through my mind since you walked into this place. That’s an example of a bad pickup line in dating circles. You know what the most effective pickup line is? Hello, my name is [insert your name].
The same goes for media relations. A fancy opening line, no matter how clever you think it is, will only result in a reporter rolling their eyes at you. Introduce yourself professionally, let them know who you are and why you’re calling and you’ll get things off on the right foot. Don’t use a cheesy pickup line when introducing yourself to a journalist.
One time I pitched a CNET reporter on an app called LobsterTunes in a manner that was probably too cute by half. But with an app called LobsterTunes, what's a PR guy to do? She called me on it and said she might have been more interested if I'd left off the cheesy intro. Now I leave the cheese for after I've gotten to know a journalist better and they can tell by the clever pitch that I've got my tongue planted firmly in my cheek. It's like the kind of jokes you can tell your old buddies that wouldn't have told them when you first met them.
That said, you don't want to come off as dry. You can be clever without being cheesy. I appreciate cleverness, but just make sure your pitch doesn't peg the cheese-meter.
Tuesday, April 06, 2010
The value of public relations
Toronto-based MDC Partners has announced it has acquired a majority interest in Sloane & Company, a New York-based public relations firm. Miles Nadal, MDC chairman, has said he's willing to spend up to $100 million on agency and personnel acquisitions in the coming months! Hey Miles! Over here in Topeka is a great boutique agency specializing in the booming mobile app business!
Here's his quote that I'd like to splash around today:
"We believe that most of the innovative initiatives happening in marketing communications today are happening within the public relations arena," Nadal said in a statement. "Clients are under enormous pressure to deliver measurable results in a shorter and shorter time frame. Smaller entrepreneurial firms that are empowered to think differently, have the ability to do brilliant work and want to share the wealth, are the best partners for us."
For all of the negative flack the PR biz gets, especially from our friends in the media who have to put up with cold-pitches and poorly aimed emails from PR people who don't do their homework, it is true that the best results and the greatest innovation comes from within the PR disciplines. Engaging publics through social media is much more a function of the PR form of strategic communication than other forms of marketing communication.
Since I started Talon 12 years ago, it's amazing how many times I've had to reinvent what I do. With technology and consumer changes, the task of the PR force is to recognize how to leverage those new technologies to reach those new consumers and influence them favorably toward the organizations we represent.
This is what Winning Rules is all about. Let me know if you discover any of those "innovative initiatives" Nadal talks about so we can explore them together.
Here's his quote that I'd like to splash around today:
"We believe that most of the innovative initiatives happening in marketing communications today are happening within the public relations arena," Nadal said in a statement. "Clients are under enormous pressure to deliver measurable results in a shorter and shorter time frame. Smaller entrepreneurial firms that are empowered to think differently, have the ability to do brilliant work and want to share the wealth, are the best partners for us."
For all of the negative flack the PR biz gets, especially from our friends in the media who have to put up with cold-pitches and poorly aimed emails from PR people who don't do their homework, it is true that the best results and the greatest innovation comes from within the PR disciplines. Engaging publics through social media is much more a function of the PR form of strategic communication than other forms of marketing communication.
Since I started Talon 12 years ago, it's amazing how many times I've had to reinvent what I do. With technology and consumer changes, the task of the PR force is to recognize how to leverage those new technologies to reach those new consumers and influence them favorably toward the organizations we represent.
This is what Winning Rules is all about. Let me know if you discover any of those "innovative initiatives" Nadal talks about so we can explore them together.
Wednesday, March 24, 2010
SEOing Press Releases
I've been a customer of PRWeb for years -- back when I first met the founder in his tiny Dallas office and tried to talk him into letting me do his PR. Back then, he didn't have a budget and I didn't have a clue. I remember he had one small server on the floor of his office. Now David is no longer with the company -- it was purchased by Vocus a few years ago.
PRWeb does a really good job, I think, of helping you to create press releases that are search engine optimized. You build-in hyperlinks, categorize your news, insert keywords (or at least you did...recently I haven't spotted that field) and pictures, and can change the name of the URL to include 2 keywords that might help to attract more search engine attention.
Regardless of the wire service you use, if any, your press releases should be written with search engines in mind. Most of the time, your news will be read online.
Benefits of an SEOed press release include:
In fact, check out our MobilityNewswire website. This site pulls in our PRWeb RSS feeds from press releases we set up for our mobile software development clients.
PRWeb does a really good job, I think, of helping you to create press releases that are search engine optimized. You build-in hyperlinks, categorize your news, insert keywords (or at least you did...recently I haven't spotted that field) and pictures, and can change the name of the URL to include 2 keywords that might help to attract more search engine attention.
Regardless of the wire service you use, if any, your press releases should be written with search engines in mind. Most of the time, your news will be read online.
Benefits of an SEOed press release include:
- Improved search engine ranking
- Publicity in online media
- Increased website traffic
- Leads and sales!
In fact, check out our MobilityNewswire website. This site pulls in our PRWeb RSS feeds from press releases we set up for our mobile software development clients.
Friday, March 19, 2010
Pay to Play Journalism
A CNET writer that I work with from time to time sent me a link to a Wired article on the topic of "pay to play" review sites. The sites mentioned in the article, AppCraver and TheIphoneAppReview, both have sent me replies when I've pitched apps to them for review that I could get my app reviewed or expedited for a fee. This practice of editorial for a fee is common in mainstream media in other countries, but in the US we like to think that there is a firm line between editorial and advertising coverage.
I don't pay for reviews or any other kind of coverage because the practice is damaging to the credibility of the editorial review process which makes PR so much more, well, credible, than display advertising. The benefits of PR is that the perceived value of the information is so much higher because of the implied 3rd party endorsement of the journalist who is not compensated by the subject of the article. Simply put, rewarding this kind of media with revenue to get them to write a review will encourage this kind of "advertorial" business to flourish and, as a result, water down the advantage my service offers over other types of marketing communications.
Especially egregious is when these reviews don't disclose that they've been compensated for the article so the reader can judge for themselves whether or not the writing was biased in favor of the subject.
The line between advertising and editorial is one that gets blurred now in every form of media. Until recently, I published my city's business magazine and of course those who spent money advertising in the magazine wanted to be our quoted experts in the feature articles.
So how is a website or other form of media supposed to generate revenue? I personally think having ads and editorial that happen to feature the same companies just isn't the same kind of crime as making them pay for editorial coverage. Sure, all things being equal, if someone I worked with as an advertiser in the magazine happened to be a great source for an article, I saw no harm in quoting them because I knew them and their expertise couldn't be questioned just because they also placed a display ad somewhere in the magazine.
But the "pay to play" practice where payment for editorial coverage is required is bad for my business and the journalism business because it reduces the credibility of both. Everyone knows that websites and other media are supported by advertising, so the media company should clearly state its policy on the line between journalism and advertising and let the consumer judge the veracity of their content.
I don't pay for reviews or any other kind of coverage because the practice is damaging to the credibility of the editorial review process which makes PR so much more, well, credible, than display advertising. The benefits of PR is that the perceived value of the information is so much higher because of the implied 3rd party endorsement of the journalist who is not compensated by the subject of the article. Simply put, rewarding this kind of media with revenue to get them to write a review will encourage this kind of "advertorial" business to flourish and, as a result, water down the advantage my service offers over other types of marketing communications.
Especially egregious is when these reviews don't disclose that they've been compensated for the article so the reader can judge for themselves whether or not the writing was biased in favor of the subject.
The line between advertising and editorial is one that gets blurred now in every form of media. Until recently, I published my city's business magazine and of course those who spent money advertising in the magazine wanted to be our quoted experts in the feature articles.
So how is a website or other form of media supposed to generate revenue? I personally think having ads and editorial that happen to feature the same companies just isn't the same kind of crime as making them pay for editorial coverage. Sure, all things being equal, if someone I worked with as an advertiser in the magazine happened to be a great source for an article, I saw no harm in quoting them because I knew them and their expertise couldn't be questioned just because they also placed a display ad somewhere in the magazine.
But the "pay to play" practice where payment for editorial coverage is required is bad for my business and the journalism business because it reduces the credibility of both. Everyone knows that websites and other media are supported by advertising, so the media company should clearly state its policy on the line between journalism and advertising and let the consumer judge the veracity of their content.
Friday, February 26, 2010
Funny video
Enjoy this video of a dialogue between a hapless PR fellow and a blogger who covers social media, just not B2B. So funny.
If you're offended by the F-word, it is used frequently. I stopped using it as part of my day-to-day vocabulary when I was 17, and don't normally like to hear it in a professional setting especially. But, ok, it's kind of funny in this case.
If you're offended by the F-word, it is used frequently. I stopped using it as part of my day-to-day vocabulary when I was 17, and don't normally like to hear it in a professional setting especially. But, ok, it's kind of funny in this case.
Monday, February 15, 2010
Don't be a pain in the Wave
I've been looking at Google Wave as a PR tool. Wave was introduced last year as a way to streamline communications into a single "wave" - it streams email, instant messaging, wikis, web chat, social networking, and project management into one platform.
What can you do on a wave? Your friends or colleagues can hold discussions, share files, chat, or comment on any of your post on any forum.
For PR pros, Wave changes the game. Anybody can contribute to the story with links, wikis, pictures, etc. BuzzMachine summarized it nicely here: "It combines the notions of a process as people add and subtract and update; it has the benefit of a wiki – a snapshot of current knowledge; it can be live; it can feed a blog page with the latest; it can feed Twitter with updates; it is itself the collaborative tool that lets participants question each other."
What I like is that Wave may return PR agents to communication agents versus just emailers of information. They can employ creative and engaging communication with anyone who joins the wave to get the word out about company news.
So leave it to PR people to already start getting a bad rap with a new technology tool. In my research, I found Jennifer Leggio's post highlighting some low-lights of how PR people have been violating the rules of engagement via social media:
1. Adding a journalist / blogger on Facebook and entering into a trusted network only to blatantly pitch said journalist / blogger on his or her “wall”
2. Spam @ messaging a journalist / blogger on Twitter multiple times to get them to review / write about your news or technology
3. Commenting on unrelated FriendFeed posts to try and get the writer’s attention
In a related post, Jason Perlow noted an early violation of Wave "PR Protocol" (if there's not such a thing, there soon will be). A pomegranate juice company I'd never heard of added him to their Wave -- you're not opted in, you're forced in.
Jason said: "As if using and trying to get used to Google Wave was bad enough, the PR agencies and marketing firms of the world have decided to start taking advantage of us, because we’re a captive audience and if they’ve ever contacted us in the past via e-mail on GMail, they now have a full contact database of people to torture by Google Wave if they were able to get an invite onto the system."
PR friends, Google Wave has a lot of potential for us, but let's respect the space of those influencers we want to connect with. Let's not be a pain in the wave and enlarge the credibility chasm our industry has with many in the media.
What can you do on a wave? Your friends or colleagues can hold discussions, share files, chat, or comment on any of your post on any forum.
For PR pros, Wave changes the game. Anybody can contribute to the story with links, wikis, pictures, etc. BuzzMachine summarized it nicely here: "It combines the notions of a process as people add and subtract and update; it has the benefit of a wiki – a snapshot of current knowledge; it can be live; it can feed a blog page with the latest; it can feed Twitter with updates; it is itself the collaborative tool that lets participants question each other."
What I like is that Wave may return PR agents to communication agents versus just emailers of information. They can employ creative and engaging communication with anyone who joins the wave to get the word out about company news.
So leave it to PR people to already start getting a bad rap with a new technology tool. In my research, I found Jennifer Leggio's post highlighting some low-lights of how PR people have been violating the rules of engagement via social media:
1. Adding a journalist / blogger on Facebook and entering into a trusted network only to blatantly pitch said journalist / blogger on his or her “wall”
2. Spam @ messaging a journalist / blogger on Twitter multiple times to get them to review / write about your news or technology
3. Commenting on unrelated FriendFeed posts to try and get the writer’s attention
In a related post, Jason Perlow noted an early violation of Wave "PR Protocol" (if there's not such a thing, there soon will be). A pomegranate juice company I'd never heard of added him to their Wave -- you're not opted in, you're forced in.
Jason said: "As if using and trying to get used to Google Wave was bad enough, the PR agencies and marketing firms of the world have decided to start taking advantage of us, because we’re a captive audience and if they’ve ever contacted us in the past via e-mail on GMail, they now have a full contact database of people to torture by Google Wave if they were able to get an invite onto the system."
PR friends, Google Wave has a lot of potential for us, but let's respect the space of those influencers we want to connect with. Let's not be a pain in the wave and enlarge the credibility chasm our industry has with many in the media.
Saturday, November 25, 2006
Five Best Books on Public Relations
OpinionJournal published Michael Kempner's list of five best PR books:
1. "Propaganda" by Edward Bernays (Liveright, 1928).
2. "American Hero" by Larry Beinhart (Pantheon, 1993).
3. "The Eloquent President" by Ronald C. White Jr. (Random House, 2005).
4. "Thank You for Smoking" by Christopher Buckley (Random House, 1994).
5. "All's Fair" by Mary Matalin and James Carville (Random House, 1994).
Other than "Propaganda," authored by the father of the public relations industry, the rest of the list are surprises. These are not your typical PR text books, and I'd never even heard of "The Eloquent President," a book about the eloquence of Abraham Lincoln. I'm a big Lincoln fan, so I don't know how I missed it, but I'm off to BN.com to pick it up.
Regarding "All's Fair," this is a terrific read. I'm proud to own a signed copy--signed by BOTH Matalin and Carville. They were the keynote speakers at the IABC conference in Washington DC in '95. If you haven't read it yet, go get it. It's fun for political junkies (like me) and PR pros (also like me). Enjoy!
1. "Propaganda" by Edward Bernays (Liveright, 1928).
2. "American Hero" by Larry Beinhart (Pantheon, 1993).
3. "The Eloquent President" by Ronald C. White Jr. (Random House, 2005).
4. "Thank You for Smoking" by Christopher Buckley (Random House, 1994).
5. "All's Fair" by Mary Matalin and James Carville (Random House, 1994).
Other than "Propaganda," authored by the father of the public relations industry, the rest of the list are surprises. These are not your typical PR text books, and I'd never even heard of "The Eloquent President," a book about the eloquence of Abraham Lincoln. I'm a big Lincoln fan, so I don't know how I missed it, but I'm off to BN.com to pick it up.
Regarding "All's Fair," this is a terrific read. I'm proud to own a signed copy--signed by BOTH Matalin and Carville. They were the keynote speakers at the IABC conference in Washington DC in '95. If you haven't read it yet, go get it. It's fun for political junkies (like me) and PR pros (also like me). Enjoy!
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