 One of the shifts I've had to make, to really grow a sustainably successful business, is the shift from mainstream marketing, which is all about persuasion psychology, conversion copywriting, and basically how to more cleverly manipulate people. Let's be honest, isn't that what mainstream marketing is? How to be more skillful and clever at manipulating other people to give you money and sign up for your thing? Well, I've had to make that shift. As I've made that shift from the mainstream marketing over to authentic marketing, I've noticed that my marketing has gotten easier over the years. This is compared to many of my peers whose marketing remains difficult and fraught with, oh, I better tweak this and change these words so that it'll get a higher conversion. It's fraught with that kind of manipulation year after year after year, and they just have to keep on working so hard on their launches. I had that same feeling in the first couple of years of my business, 2009 to 2014. I was doing the mainstream kind of business, and it was so hard for me. I'm so glad that I made this shift over the years towards a truly heart-based marketing. There are also other people out there using words like heart and spirituality and holistic and authentic and selling you marketing, which is not really spiritual, heart-based, authentic. They're just repackaging persuasion psychology into what they're calling authentic, in my opinion. So, this shift into authentic marketing means to prioritize the trust-building with your audience over transactions that happen, meaning I care more about creating a better relationship with you than I do whether or not you ever buy from me. That's more important for me. And when I prioritize that, it naturally comes out as a heartfelt service. If I'm seeing you and everybody else in my audience as, oh, these are just people that I can convert into sales, which, by the way, did you know that that's how a lot of marketers see you? They don't tell you that. But I talk with them because I'm peers with a lot of the people I talk with my peers, and I can understand because I used to think this way. But it's hard now for me to stomach the idea that they're just looking at their audience as, I'm going to grow my audience because they're kind of like potential money for me. And it's just, but that's how they do it. And then they can think of how to manipulate you, right? And it's really that core shift of mindset and the heart set to say, no, no, no, authentic marketing for me is making friends at scale, making friends at scale. Authentic marketing to me. So I'm making friends at scale. I'm not going to manipulate my friends. I'm not going to try to persuade them. I'm going to work with them, and I'm going to try to meet their wants and needs. And if they're not wanting to buy, then just like a friend who says, yeah, I'm not interested in going to see that movie with you. Oh, that's fine. I'll have other movies I'll invite you to, right? So essentially, again, prioritizing the trust building with the audience over the transaction makes, this is the, this is the punchline here. Ironically, it makes our marketing easier over the years. And I can say that with my grounded experience of 13 years, full time as a marketer. I've been doing this in 2009. And over the years, first five years, I was doing traditional mainstream marketing, the stuff you're going to learn from most of the people teaching you marketing that you feel a little bit off about. That's, that your heart's telling you, okay? The first couple of years, sure, I made some money because the problem with the mainstream marketing, it does make money in the short term. That's the problem. The problem is, well, George, what's the problem about that? It makes money in the short term. Yeah, but it doesn't make money in the long term. That's the problem. First five years I did that, I burned out because it's also bad on the conscience. It's bad on the heart. And I also noticed, wow, my gosh, I don't really have a loyal audience. I always have to keep launching and persuading them. If you ever have to persuade someone to buy, it's either not really good fit for them or they're not really trusting you. If the trust is high and the alignment between the product and the audience is high, you just have to whisper and they buy. You just have to let them know once, not 13 times, once. And they say, oh, of course, this is the right fit for me and I trust you. I'm going to buy. So I worked so hard in the first five years and I burned out and I didn't have a loyal audience after that. And then I started practicing or exploring and I didn't know what it was. I had to teach myself authentic marketing. And ever since 2014, year by year, my marketing has gotten easier. I've had to just whisper more. And my loyal audience has grown and grown. And I've gotten more sales since then, year by year by just whispering. So it's really, I hope that all of you will make the commitment to yourself, to your own heart, to say, no, I don't have to do any marketing that doesn't feel joyful and authentic to me. Yes, it takes a bit of patience. That's the problem. You won't make money in the short term with this method. Sorry, you know, I know you have to make money now. I get it. But that just means doing more personal outreach and caring in that way to make money in the short term. But in terms of your audience growing, sending emails to your list, posting on social media, be in this for the long term and do it authentically and joyfully, knowing that it gets easier over the years and really does. And I'm more joyful and I'm around versus most of my peers who started with me in 2009. They're no longer doing their business because they burned out and they couldn't stomach the continuing to do that kind of persuasion. So I hope this is helpful as one example of how authentic marketing can work. And I look forward to having you along for this journey if you decide to go in this direction. Thanks.