All of us are bombarded with “buy this!” messages, and as
business owners, I think we can sometimes drown in the
self-doubt these messages activate. “I should be doing that?!
I didn’t know that!” Furthermore, “inspired entrepreneurs”
—those wanting to change the world—can easily drown in
the constant quest to do it “right” because they feel a bit out
of sorts in the business arena, and so grab at countless promises,
praying they’ll be a life-line.

In other words, there’s a lot of fear that passes through the
hearts of coaches, wellness practitioners, authors and
speakers when it comes to business. And fear, as we know,
is entirely corrosive. It eats the healthy parts of us and all
too often kills our businesses all together.

Today, I’d like to make a suggestion: Get your heart on
straight. Take your head, in fact, and set it aside for a while
as you re-acquaint yourself with the meaning of your life.
Your mission. Your mission. You. You have one. One that
is independent of your business. Ask yourself, “What am I
here for? What am I very clear I am not here for? What is my
highest purpose on this earth?”

And put it on paper.

And ask yourself, “Am I living this?”

If you’re not, it is absolutely time to get your heart on straight.

Then, step your thoughts back into your business. What is its
highest purpose on earth? What is it to accomplish that will
move humanity forward? At the very pinnacle of its success,
what will it have achieved…that is important to our evolution?

Be called by something bigger than yourself and the marketing
messages you receive constantly will fall into two categories:
those that do not match your personal and business missions,
and those that do. This will be clear to you and you will be
far better equipped to say no to the wrong ones and yes to the
right. The fear and self-doubt these messages can invoke will also
fade as purpose–far greater than your little self and your little
business (not to be condescending, but just factual)–fills your
heart and transcends the minutiae of daily marketing messages.

Something must both anchor and emancipate you as you move
through the busy-ness of your business. Otherwise, you will be
swallowed up by the latest fads, trends and concepts—in the hope
that one will be your savior.

Your “savior” is connecting back to what you are here for. And
then ensuring that every action you take aligns with that–including
the business you offer and the way you offer it.

So, get back to the basics and get your heart on straight. Putting your
personal mission and your business mission into words—and then
sharing it with others—will ground you when you get unfocused,
and free you when you get tangled in fear and self-doubt. You are
here for a reason. When you do business from that realization,
nothing will stop you, and you will pull to you the right and perfect
guidance.

This is the first “Strategic Inquiry” we address in my upcoming 12
Sentences Business Creation & Articulation Course. More on that
soon.

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I surveyed two websites today to see if they could pass the
Brain-Sticky Litmus Test: a coach’s and a nutritionist’s.

They each did some things “right”:  they had opt-ins
“above the fold” (viewable before one scrolls down).
One had the option to “like” her Facebook fanpage on
the right, above the fold, too, and the ability to subscribe
to her RSS feed. Very good.

Another opened her copy by asking questions of the
reader right away–excellent form. And she listed some
of the concerns that she treats.

But there were problems, too.

I noticed that neither of them had a definable target market.
As such, their copy was broad, vague and, well, not Brain-
Sticky. It was, in fact, Brain-Antagonistic–it shut off the
brain’s natural tendency to be alert to something new. I
had to read their copy because it was my job today; but
would others?

So, I urged them both to settle on a sliver-population target
market. Why? For 3 reasons: 1. It streamlines your efforts.
You know where to go to find them. But I’m a communications
expert, so I’m concerned with reasons 2 and 3: 

2. Your marketing messages become very intimate because
you are speaking to a specific group whose problems you
know intimately; whose desires you can articulate better than
they can. This is the key to selling effectively! Intimate copy.

3. Knowing the problems and desires of this narrow market,
you can create your programs around them. In fact, you
MUST create your programs and info-products around your
(sliver-population) market.

We’ll see if they take my advice on this. 95% of students and
clients do the “target market squirm”–where they fight to the
death to keep their wide audience because they’d “get bored”
with a narrow market, or they’re afraid of losing business with
a smaller market. I know. I’ve heard it hundreds of times. The
most successful get a narrow market.

NEXT…I suggested to both of them that they switch the way
they position their opt-in–the offer that invites someone
to sign in for their newsletter. As I said on the call, giving out
email addresses these days is akin to purchasing something–it
carries that kind of weight. So, what you’re giving them had
better be VALUABLE. Here’s what’s NOT valuable:

“Sign in for my monthly newsletter“; or “Sign in to get
weekly updates from us,”etc. What’s valuable is a PRODUCT.
One person today had a product–a tip-sheet of some sort.
BUT she was seducing people with “a free newsletter” instead
of with the tip sheet. The other website didn’t have any product
at all–not an ebook, or special report, or audio program. So, I
told her to get one–and then to highlight THAT as the reason to
opt-in…rather than a free newsletter. You must always
*mention* that subscribers will be put on your newsletter list,
but that can and should be in the smaller print. The big print
should highlight the GIFT you’re giving them, and a newsletter
is NOT a gift–not anymore.

I was pleased to see that the nutritionist had gathered her
services into “programs,” with beginning and endings. But
her “identity” was scattered. She did a lot of things. The brain
needs to grasp a new concept quickly, or it quickly moves on.
I didn’t know clearly what she did–what single problem she 
solved, for instance, and urged her to carve out a single-identity
and present it boldly.  

Today, Wednesday, I’m critiquing 2 more businesses. I have
openings for an additional two, to be critiqued next week. If
you’d like to see how your business passes the Brain-Sticky
Litmus Test, be sure to sign up at
www.inspiredleadershiptraining.com/15min.

And register there if you just want to listen in, too. Send
friends and colleagues here who may want to take
advantage of this opportunity. This is valuable information
–and it’s free!

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I had a (looong) lunch with a business colleague on Friday,
and she was telling me about several seminars she’s been
to in the last 6 months by some of the top internet marketers.

Now, neither she nor I is squeamish about a back-of-the-
room sale (heck, I teach it!) but there is a point where enough
is enough. At these seminars, she experienced three (and
sometimes more) selling sprees. But here’s the rub, in my
opinion: there was little to no content.  These Big Names 
are ostensibly experts, making millions of dollars a year,
yet they display little of that expertise by providing a
valuable teaching experience.  Furthermore, one of these
Big Names positions him/herself in marketing materials as a
particularly ethical, genuine, even spiritual person. Hmm.

My colleague never did write the blistering letter she was
forming in her mind as she sat through one of the seminars,
but she told me of a rather famous blogger who attended a
similar seminar from *another* Big Name and did pen an
indignant post, blasting him/her for charging $1,000 +
for virtually no valuable content and lots of selling.

If you’ve been on my list for a while, you may remember
my email newsletter last summer, when I attended a 3-day
seminar in Las Vegas with a Big-Name Internet Marketer
and came back with all the same complaints and actually
“outed” him in the email, as a buyer-beware notice.

And yet, a few weeks ago, on June 16th, I wrote a blog post
about a woman who attended my public speaking seminar
and, after the one and only back-of-the-room sale of the
week-end, asked me if there would be any more “sales stuff.”
I had an opinion about that then, which you can read about,
that clearly illustrates my belief that selling can be perfectly
acceptable.  

But I am very curious to hear what all of you think about
selling at a paid event.

What I think is imperative to consider, in replying to this
question, is one’s own issues around money, as well as
one’s own fear of and belief in “lack.” I have, as I wrote in
that 6/19 post, come to understand the connection between
hating to be sold to and the belief in not having enough
money in general…and the belief in not having the power
to make it OR lose it…and how all of that mixes in to con-
taminate one’s ability to then sell themselves in business.

So, it’s a complex issue, where the wires of unconscious
fear need to be pulled apart from the wires of objective
insight.

Your own stuff aside, I’d love to hear your experience
of 1) a time when someone’s selling at a paid seminar felt
acceptable. You had little to no discomfort with it. What
did they do to make it easy and okay? and 2) another time
when you felt angry about the selling. What were they 
doing or not doing? 3) And, in looking at the two, what do
you conclude?

On my next blog telecall–this Thursday–we will be
talking about this. It’s free and easy to get on. Just register
for it by clicking the link at the very top of this page entitled,
Telecalls. (If you’ve already done so, no need to do it again.)

But don’t wait until the call to give your opinion!

Thank you for contributing. I fully believe that these answers
will give great insight into the future of selling services. Have
a great week!

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Camp Brain-Sticky is open now, which means I’m
consulting privately with a few new clients. I thought
I’d give you a chance to eavesdrop on some of our
sessions. (Be sure to watch, btw, for my brand-new
”Eavesdropping Series” CD’s coming soon!).

So, there’s absolutely no where I can go with a client
until we determine who their target market is. I say to
every single client or student, “Your target market IS
your business. Switch target markets, and your programs
and information products change.” They must, because
they (services + products) must cater to the specific
needs, pains and desires of the market. In order, then,
to create or revamp those products and services, the
market must be clearly defined. This, believe it or not,
is much harder said than actually done.

There are 3 criteria through which every solo service
professional must pass their ideas for prospective target
markets: 1) Are you passionately interested in this market?
2) Are they hungry-to-starving for what you offer? 3)
Can they afford you?

If you cannot give an enthusiastic “two thumbs up” to
each one of these, you must go back to the drawing
board. Now, what does that mean?

Well, in many cases, it means that you scrap the market
you’ve been working with or considering. If you’re not
passionate about them, you won’t be able to sell them.
If they can take you or leave you (aren’t hungry), you
won’t be able to sell them. And if they don’t have money…
need I say more?

Here’s the process I took one client through yesterday:
I focused for quite a while on the first criteria: who is
she passionate about. I asked her these two questions:
1) What is the pain out there in the world that you would
most like to heal? She was aware enough to be able to
answer very quickly, and said, “Isolation.”

Next, I asked her, 2) “What section of the population
feels most isolated?” And to stimulate a strong answer,
I began taking her through human developmental stages
by “decades.” So, I said, “Are you interested in working
with children ages 1-20 on isolation issues?” She knew
she was not, so I moved to those in their twenties, and
because she had some interest, I asked her to answer on
a 1-10 scale. Then, to further refine things, I asked her
to discern whether she was most interested in working
with women or men in that decade. We quickly learned
that she wanted to work with women, so we continued
on through the decades, looking at her interest on a 1-10
scale, and ended the inquiry in the decade of the 70’s.

By doing this, we were covering the first two criteria
quite thoroughly. We began by my asking her the pain
she most wants to heal—which, in most cases, locates a
hungry market. If they’re in pain, they’re most likely hungry.
And then we addressed the gender question and the age-
range to see whom she is most interested in working with.

Her highest 1-10-scale score was for women in their fifties.
So, naturally from there, we dove into the precise nature
of their “isolation pain.” Every decade would have a unique
portrait of issues. We both felt that the pain for this decade
had everything to do with the “empty nest” syndrome, where
these women now feel isolated from their peers (no more
Booster Clubs to attend), have a recognition that they are
isolated from their husbands, now that the distraction of
kids has been removed. And they can very often come to
a realization that they are isolated from themselves: from
a knowledge of what they really want to do in the world.

Knowing the issues this group faces uniquely then enables
us to formulate the types of services and products this client
could offer. Do you see how different they would be if she
had chosen men in their thirties? Or women in their sixties?

The issues facing different markets is profound and it is
critical to ferret them out–in order to create programs that
are marketable; that will be bought.

After this work, I put this client in an incubation period of a
two days to determine if indeed this is the group she wants to
work with. If she sleeps on it and wakes up saying, “I just
don’t feel it”—then we have to go back to the drawing board.

If she does decide she wants to craft her programs around
this market, there is still more target-market work to be done:
diving deeply into the psychology of their wants and fears.
This information (which virtually no one explores) is crucial
to crafting not only the perfect program and product, but the
perfect marketing language that will pull that market out of
their reverie (i.e. denial) and into the program.

More on this later in the week!

Camp Brain-Sticky is still accepting applicants. Read
more here.

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“The slovenliness of our language makes it easier for us to have foolish thoughts.” –George Orwell

I do believe this is going to be the quote I use for my
future 12 Sentences courses, which are all about cleaning
up your thinking so you can articulate what you do to the
world! How true is this?

Today, I’m going to write an easy post and take some great
information from a source other than me: Dr. Frank Luntz.
He wrote a book in 2007 called, “Words That Work,”
where he highlighted the Ten Rules of Successful
Communication. I would like to share them with you here,
though I encourage you to buy his book because it is
resplendent with important information about
effective communication.

My comments are in italics.

Rule One: Simplicity—Use Small Words

(The point is to be understood, not to show your intellect.)

Rule Two: Brevity—Use Short Sentences

There’s a story about a college philosophy student who
was given the exam question, “Why?” and he simply
responded, “Why not?”

Enough said.

Rule Three: Credibility Is As Important As Philosophy

(I.E. No hype! Mean what you say and follow through on what you say.)

Rule Four: Consistency Matters

“…the constant tinkering with taglines and the inability to
stick to a single message have been major factors in
contributing to…image erosion.”

(Have 1 message, 1 identity, and stick to it!)

Rule Five: Novelty—Offer Something New

(Students who learn about the brain from me know this one
by heart!)

Luntz says, “Words that work often involve a new definition
of an old idea.” Seth Godin is brilliant at this. The Dip and
Purple Cow are by NO MEANS new ideas…but they’re new
words, aren’t they? And very successful new words.

Rule Six: Sound and Texture Matter (!)

Luntz: “The sounds and textures of language should be just
as memorable as the words themselves. A string of words
that have the same first letter, the same sound, or the same
syllabic cadence is more memorable than a random collection
of sounds.

“The Itsy Bitsy Spider went up the water spout; down came
the rain washed the spider out.”

And my all time favorite!! ….

Rule Seven: Speak Aspirationally

“Aspirational advertising taps into people’s idealized self-image,
showing them a picture of the other, better life that they wish
they had…”

 And, as we know, can have.

Rule Eight: Visualize

“Paint a vivid picture.”

This is perhaps the #1 communication correction I make with
my students and clients: I have them use words that “bring
pictures to mind.”  If the brain can’t see it, the brain can’t
process it.

Rule Nine: Ask a Question

My public speaking students know this by heart, too! Telling
is ALWAYS less effective than asking…right?

Luntz: “’Got Milk?’ may be the most memorable print ad campaign
of the last decade.

Rule Ten: Provide Context and Explain Relevance

Luntz believes this is the most important rule of effective
communication. “You have to give people the ‘why’ of a
message before you tell the ‘so that’ or the ‘therefore.’”
Remember the “Have it your way” slogan from Burger King
in the 70’s? The only reason it resonated was because it
spoke to the frustration fast-food consumers felt who didn’t
want their burgers like everyone else’s.  “Without the context
of fast food being a mass-produced, assembly-line proposition,
and that all fast food was essentially the same, “Have it your way”
wouldn’t have worked.

I hope this was helpful to you! Go buy Luntz’ book; it’s very
informative…and if you’d rather have all this “stuff” done for
you automatically…that’s what I do, and I do it in my sleep.
And through tomorrow, Wednesday, June 30^th, you can
work privately with me (I only do this in the summer) at a near
50% reduction in my fees. Read about the 7 areas I’m helping
people with this summer right here.

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This is the existential question of all time, of course—is a
perception we have of something or someone a reflection
of “Truth” or our own “fear”? I’m contemplating that
question today as it pertains to selling—and our reaction
to it. When we react negatively to someone selling us—is
it “Truth” that they are sleazy, inappropriate, unconscious
and greedy—or something else? 

I saw my “sales Guru” last night—the man who changed
me, literally in 60 minutes, from refusing to sell myself
with the most outrageous self-righteousness of anyone I
know…to “getting” the secret of selling, what it really is,
and now helping others to get it, too. I love this man for
that, and I adore watching him in action. I learn a thousand
new things every time I do. And while I watched him, I
reflected on that event years ago when he single-handedly
did what no one before him had been able to do—reshape
my perception of selling to something that felt really good
—and I also reflected on something one of my students
said last weekend at my 2-day live public speaking course.
She came up to me with the same manner of arrogance with
which I had approached seminar leaders long ago, and asked
if there would be any more of the “selling stuff” in the after-
noon. (I had made a single offer to the group right before
lunch.) And these musings led me to write this post.

Once upon a time, I could not have sat through last night’s
event because of its unabashed selling by my Guru. But today,
years later, I not only watch in fascination so I can learn, but
I also notice how utterly at peace I am with his selling to me.
And how peaceful I am around virtually anyone selling to me.
What accounts for that 180-degree turn around?

Selling practices haven’t changed all that much in a few years’
time, so if I’m at peace with a sales pitch, it must have every-
thing to do with me and how I have changed. Here’s what I
observe: as I became okay with selling myself…I became
okay with others selling to me.

This is very important, I think. When I discovered that I could
value myself and not be sleazy, desperate, pushy and fake—as
all others were when they sold to me–quite automatically, that
confidence was transferred to those selling to me. If I could be
valuable, rather than a bottom-feeder, then so could others.

But something even deeper was at play. When I couldn’t
abide someone selling to me—(and I couldn’t; I had every
name in the book for them)—what was I really experiencing?
Well, the interchange with someone offering something to us
comes down to trust, right? If we hate, right out of the gate,
their selling to us, we don’t trust them. We don’t trust their
intentions or that they really have our best interests at heart.
But here’s an interesting thing about trust: back when I used
to coach in a personal-growth capacity, I used to caution my
clients when they said they didn’t “trust” their friend or spouse
or kids. I would say, “The reality is, you don’t trust yourself to
handle whatever they do. It’s not truthful to say you don’t trust
them; the truth is, it is yourself you don’t trust.”

In selling, I believe the same thing is true: we are projecting a fear
of our own inability to handle another person’s possible ill-
intent. So we throw the hot-potato over to them (it’s too hot to
hold ourselves) and arm ourselves with righteous certainties about
how phony and inappropriate they are.  In actuality, I believe it is
fear at work, not Truth—fear that we can’t trust ourselves.

 When we learn that we are worthy (valuable) enough to offer our
services, and when we learn that we are trust-worthy in that role–
not contemptible and disingenuous—a strength grows in us that
allows us to allow others, for we know who we are (good and
decent and helpful) and can presume good faith toward others
selling their wares. And we can also trust ourselves to handle
them, whatever their intent.

Now, of course, that’s not to say that our negative opinions about
someone selling to us aren’t sometimes based in intuition rather
than fear (have you ever noticed how intuition and fear reside in
the same area of the belly and can get confused?) Sometimes some-
one really does not have our best interests at heart; they are all out
for themselves. Last summer, I went to a seminar where we were
sold to about six times in 2 days and were delivered no content
whatsoever—and that was not okay with me because I felt we
had been duped into attending. So sleazy-tactics were indeed
implemented and we have a right to argue for fairness.

 But considering how many sales messages I get a day, such a
situation is rare—and so it is rare for me to get ruffled in any
way by someone selling to me. This shift has been entirely an
internal one. And it is one of those personal shifts that I am
profoundly grateful for because it is a power I didn’t have before.
And, of course, it has spilled over into a rather enormous
advantage as a business owner. I can have someone come up
to me, very “right” about how inappropriate it is for me to make
a one-time offer at my event, and I can know that this is her fear,
her lack of trust about her own ability to handle my intentions
(whatever they may be) because the truth is, she doesn’t have to
buy anything, ever—and I can know that I am not any of the
“truths” she has projected onto me . I can let her go in peace
…and I can move on in peace myself (and abundance!)

Next time you are upset with someone selling to you, perhaps you
can check in and ask yourself, Is this really “Truth” or is it “fear”?

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48 hours ago, a group of very special people were taking part in the
2nd day of my public speaking training, Secrets of Impact & Influence.
I can’t tell you what they were doing–because that’s one of the secrets–
but they were under some pressure to put into practice everything I
had taught them the day before. I just love doling out pressure to my
students!

Anyway, at a point later in the day, I was helping them look at the big
picture of where their presentation fits into their business–because
they were all visionary entrepreneurs with big messages that they want
to deliver. Here they were, learning how to be better than trained teachers
and absolutely better than 99% of presenters out in the word–but then
what?

Since you have a message, too–and since the time has come for you
to come out of hiding and deliver it–I think it would benefit you, too,
to realize the necessary components of getting out there and successfully
spreading your word while also successfully building a business!

So, you have an idea of what your life-changing message is, and you have
years and years of experience, knowledge, wisdom and insight to share
that will change the world. What I have come to learn myself is that those
with big messages often get buried under the largeness of everything
they know–and have a very  hard time speaking about their messages clearly.

For instance, I can’t tell you how many people say to me, “Lizabeth, I have
so much content. How do I know what to put into a presentation?” They’re
buried…and that’s just pertaining to a single program. What about their
business at large and trying to describe that in a succinct manner? It’s
just like their content: it’s too big, too unwieldy.

So, how do we speak when something is too big, very UNformed, and
consequently, very unclear? We ramble, go off-point, say things that
have no relevancy to our prospect–and we lose them.

The NUMBER ONE element missing from business clarity AND clarity
around what to put into a presentation is strategic thinking. I’m not
sure why, but most visionary entrepreneurs, with big messages and lots
to give to others, are putting out fires daily and NOT thinking out every
step in their business. They’re trying to make money today, right
now–and not planning how that quick-fix will fit into the long-term, or
even if it does fit in. Very often the class they create on a whim, or the
coaching offer they make just to make money for the month, has no
bearing on the big picture, and they are like hamsters on a wheel, having
to create something new to offer every month. It’s exhausting because
nothing they’re doing has roots. There is no strategy. 

Sounds familiar, huh? So, what can you do? You have to take a time-out;
incubate yourself for a critical period of time and take stock in where
you’re going and how you will make money. Not just for today, but for
always. What is the business model you should be developing that will
work for a good solid few years? That is determined by knowing how you
plan to disseminate your message, ultimately. Do you want to be a coach
only? Do you want to have a radio how with sponsors? Do you want to be
a keynote speaker? Or a trainer, like I am?  You must know who you want
to be at the “pinnacle of your success”–and then build your business model
from that knowledge…and yes, that often means revamping the business
you have had for years!

In this incubation period, you must also check to see just how market-
able you really are. Do people want your message, really?? Or has that
been done to death? And if someone does want your message–who
wants it–and do you know why they want it so much? Do you know
what wakes them up in the middle of the night and what they fantasize
about? You must–IF you want to successfully deliver your message
to them.

Also, in your time of incubation, you need to know precisely how
you’re different from everyone else out there. How do you set your-
self apart  in dynamic ways that stand out? Here’s one idea, something
a little radical: stand out by standing on top of a proverbial mountain
top and shouting your “prescription for change in the world.” What is
your belief of what will change the world? (Not your business solution,
but a solution that transcends that; that is a universal truth.) And
here’s the radical part: say that in your marketing. Shout your beliefs
in your marketing. This will set you apart from all others without
question!

Next, in your incubation period, you must come to understand what
your business thesis is. You know what a thesis statement is, right?
Well, you need one–a clear, concise one–for your business. What is
your contention, as the expert of your service? You have one, but I
guarantee you are not building your entire business around a strong,
clear, well-articulated business thesis. Very few businesses do
this–and it is even rarer for the “inspired leader”-type to think this way.

So now, you have a business vision…you know you’re marketable
and why…and to whom, specifically…and what will have you stand
out from everyone else who does what you do…and you have that
“from-the-mountaintop” message…and the thesis statement that
your whole business stands on. Whew! You’ve put yourself into a
strategic pressure cooker!

NOW–and only now– you know HOW you should deliver
your message! With all of that work, you know what your programs
and presentations should be. No more confusion about having too
much content. Suddenly, your business isn’t unwieldy, and you can
speak about it with crystal clarity and conciseness so people are
interested in hearing your message.

Personally, I believe that all of that strategy needs to be refined so
crisply and tightly that you could express any element of your
business in a single sentence, if asked. So, if someone says, “What
do you do?” You can answer–in a single, potent sentence. If someone
says, “I know someone who does that.” You can swoop in with a
killer sentence that shows them that, no, NO ONE ELSE does what
you do. Here’s how you’re different. And if someone wants to know
the tangible results they’ll get from working with you–you can
rattle them off, like bullet points, in a single sentence.

What you can describe in a single sentence, you fully understand.
What you canNOT, you do not.

I believe there are 12 questions that are always lurking in the minds
of your prospects. If you can craft compelling and pithy answers
to each of them–and speak those–you have the ability to convert.
Period. If you cannot, your conversion rates will be very poor. You
need to have your business identity so refined that you could balance
your business on the head of a pin. It is that clear. Is yours?

My mission is to ensure that visionary entrepreneurs succeed! That
they’re messages are truly received AND that they make money and
have a solid business model that works. I am devoting myself to those
who are changing the world with their messages because failure
is not an option! They are needed too badly.

To that end, I offer a high-octane online program called “12 Sentences”
and it starts next week. It is THE “incubation course” of all time and if
you are ready to birth a business that is powerfully set up to truly deliver
the messages and content you have–I invite you to attend one of the
3 free calls I’m giving this week, where you can find out what the course
entails.

Just click right here to sign up for the calls Tuesday, Wed and Thursday
this week.

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