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Sprouting Photographer Podcast is all about the business of photography. Episode #24 of the podcast features a discussion with Bryan and Rob.

Discussion topics include: photography client expectations, exceeding them and delivering delight and surprise.

Show notes for episode #24 can be found at www.SproutingPhotographer.com/24

Discussion Topics

  • What most consumers expect in any professional service provider or product.
  • What we’ve come to expect in today’s commercial environment.
  • The difference between customer satisfaction and customer loyalty.
  • How your style, approach or USP don’t necessarily come into play with regards to your customer experience.
  • How you can justify a higher price point.
  • What “delight” for your clients can be defined as.
  • Why you need to be intentional about the customer experience.
  • How delivering delight and surprise is the best form of marketing you can do.
  • Specific examples of how you can deliver surprise to your clients.
  • How you can justify the expense of client surprises.

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Action item:

Define your “client flow” by writing out every touch-point, communication and meeting you have with your client. Identify where the delivery points are. Build in intentional delight moments where you can over-deliver on their expectations. On top of this, identify several points in the flow where you can surprise your client with something special. Make this a part of your system and be consistent with it from client-to-client.

 

Podcast Transcript

Rob: Hello and welcome to the Sprouting Photographer podcast! I am Robert Nowell, your co- host today with Bryan Caporicci. We’re going to be discussing something that is near to our hearts. Hi Bryan, how are you doing?

Bryan: Good, Rob. How are you? Rob: What’s the topic today, Bryan? Bryan: Rob’s future in AM radio. Rob: No, we’ve been there.

Bryan: Today, we are talking about a topic that is close to both of us. It has to do with the idea of client expectations, more specifically in delivering delight and surprise to our clients. This topic of over delivering to a client or finding areas to really surprise them and make them loyal, raving fans – that’s the area we want to dive into. Let’s set the context. What’s the difference between setting expectations and exceeding expectations?

Rob: When we deal with any business at all, we will come into that experience with a certain set of basic expectations. It would be fair to say that most consumers would like to assume they get a good product or service, delivered in a reasonable way with courtesy, respect, and so forth. Most consumers would hope that the service or product would be delivered in the time they were told, and in a fashion that they were told to expect – all of those things would be met. All consumers are always going to be hoping for an honest transaction, delivered in the way they were told it would be delivered.

Bryan: By an agreeable person that’s somewhat okay to deal with.

Rob: Yeah. I know that most of us have definitely had experiences where one or more of those expectations were not met. Even as a culture or society, we’ve become a little bit skeptical now as to our chances of getting all of those things met to our expectations. It’s like, “Well, they’ll probably meet three of them, but something will go wrong”.

Bryan: Right. It’s almost like the idea of calling a 1-800 number. When you actually get somebody on the phone, you’re surprised and happy. Normally, that kind of service or even just having something delivered on time, you’re like, “Wow they actually delivered it when they said they would deliver it!”

Rob: So let’s recap those ideas. If you met all of those expectations – agreeable, respectful, courteous person delivering the “good” product or service, it was delivered on time and there were no hitches – at the end of that experience as a customer, I would be what I call “a satisfied customer”. That’s all. I would be happy that everything went well, and I would be satisfied. Would I recommend this service? Would I recommend this product? I might, if somebody asked me about it. But it basically just met my expectations, so there’s no real excitement level or passion for me in terms of that. I think of this when I think of so many kinds of other businesses. You go for a haircut and hope they don’t cut you, you know what I mean? If you go to get your dry cleaning done, you hope that they actually have your dry cleaning when you go pick it up, or it doesn’t come back three sizes smaller. So you go in with this expectation that, “I’m paying you money and you’re giving me what I asked you to do, and that’s great. Thank you. Goodbye”. You’re not going to think about it again. It was just a mundane experience.

Bryan: Right. It’s just a satisfied customer. That’s all. With regards to photography, obviously we’re hoping to talk to photographers about doing more than just having satisfied customers, and more than just the bare minimum. Really, that’s what this is. That’s the bare minimum for providing a professional service to clients. As it relates to photography, I think that we can make the distinction and talk about it. About your style, approach to photography, or maybe even your unique selling proposition – let’s just take that out of the equation for a minute, because that’s what’s going to get people to book you in the first place. Maybe they love your style, or they really connect with who you are as a person or your approach to photography. That’s great, so they’ve booked you. Take that out of the equation and you still have these basic principles of what their expectations are from the get go. We’re trying to take that and say what is the difference between the basic expectations and how we can exceed them. Better put, how can we deliver delight and surprise?

Rob: True. The thing that comes to my mind is that in some cases, when people are looking around for a photographer, there’s going to be a couple of photographers that are charging more than everybody else, and people might consider them. They’ll look at them and say wow, their photography is actually outstanding. It’s not just good, it’s incredible! But I know that’s going to come with a big price tag, a bigger investment than I was looking at initially. In order to tempt those people, there has to be an expectation that that higher-price photography is going to be worth the extra investment. We’ll leave that there for the moment and come back to that. Let’s talk about the idea of delight and surprise.

Bryan: Yeah. We’ve discussed the idea of how this can be broken down. If we separate the idea of delight and surprise separately, and treat them independently, we can break those down into chunks and discuss them. When we talk about delight, what we’re basically saying is, this is the difference between the basic expectations as we’ve already defined them. How we can exceed those expectations and really overdeliver. That delight factor is taking the good photos that they were expecting and giving them great photos, deliverables on time and making them ahead of schedule, or being an agreeable, friendly person versus giving a great experience – really friendly, fun to deal with and totally professional. That’s the delta between basic expectations and what we call delight.

Rob: When I think of what you just said and how that applies to a day-to-day customer experience, the neat thing about that is that when we integrate that kind of commitment to what we’re trying to offer in our service and product, we also want to make sure that we’re integrating systems that allow us to do that without a lot of extra work and crazy scheduling. The idea is how we want to integrate that delightful and surprising customer experience as part of our normal schedule. We can do that how?

Bryan: What I really love about what you’re saying, and I don’t think we can assume this, is that it’s saying to photographers, “You have to be intentional with designing that customer experience”. It can’t be organic. You can’t just leave your clients to do whatever they do in your business and just follow through the typical client life cycle. You can’t just let what happens next happen by itself. It either won’t happen, or that’s when you get into situations where all of a sudden you’re in over your head or into a customer service issue and these kinds of things.

Rob: Right, and the other thing being too little too late. If you’re going to have that surprise and delight element, you don’t want it to show up 3-5 weeks after the experience, where they’re like, “It’s kind of random. Why is this coming now?”

Bryan: Taking that, if you have a great wedding, a couple that books a really nice package, or a great sales session, just to do that kind of sporadic surprise or the, “Oh, that was really great. I’m going to send them a gift certificate for a dinner for two”. That’s great. That’s probably better than not doing anything, of course. But we like the idea of being more intentional about having those points throughout the process, being built-in organically. It’s almost just having a system or a client flow that you can follow for every single client. That way, you’re delivering those delight and surprise points intentionally, repeatably for every client.

Rob: Okay. I can hear some photographers now, little windows over their heads saying, “How much is this going to cost me? How long is this going to take me to do? I have to do this for every single client? I don’t know if I have enough money or time to do that”. Begin with the end in mind instead of the process first. That is, if you are delighting and surprising your clientele, they’re going to come back to you again and again. They’re going to become passionate, loyal customers. I like to think of it as creating evangelists for my business. If I can create such an amazing customer experience that my customers go out of their way to talk about me, my studio, or the experience they had with me, then I know I’m going to be getting a bunch of referrals. I can only get that when I’m able to catch them by surprise and delight them in ways that they really weren’t expecting.

Bryan: If we talk about that for another quick second, this is really interesting. We hear it all the time where photographers are asking, “How do you market? How do you get the word out about your business? How do you spread your message?” Because really, that’s what marketing is – spreading the message and creating awareness. This is really what the process of delivering delight and surprise is. If you can put a part of your marketing budget into these kinds of customer experience points, you’re going to get a lot more from really loyal and raving clients than you would from an ad that wouldn’t serve your audience quite as well.

Rob: I could not agree with you more. I honestly believe that if people were able to give this level of consistent customer experience week after week, year after year, they would probably be able to revise their marketing budget where they’re investing 70% of their marketing budget into the customer experience of their clients. Only keeping 30% for traditional marketing methods. Let’s face it, there’s nothing better than getting referrals. Everything we do in a relationship with the customer is built on trust. When you have one customer that has a friend that they trust and that referral goes between two people that trust each other, half the battle is already won. When they come to your business, trust is already established. That just makes our job 10 times easier. Let’s talk about some specific examples of what we mean by delight and surprise.

Bryan: Right, starting with the idea of delight, separating those out and compartmentalizing them. We suggest writing this down. What does the client expect when they hire you for a wedding or portrait photographer, what do they expect? We’ve defined a few of the ideas here. The idea of delivering delight is the process of looking at what those ideas and items are, and over delivering on those. That’s the process of delivering delight. You’re exceeding expectations, giving them something to remark on that they weren’t expecting. That’s delight.

If we look at the other part of the equation, which is delivering surprise, that’s where you can be more intentional about giving things throughout the process that they wouldn’t expect or even have thought about. We have some examples here that we can talk about. As an overview, some ideas could be, where are some points in the process where you could send them a handwritten card, flowers, or supply them with printed photos or something outside of what they’ve already ordered? If we’re talking in a portrait context, they came to your studio for their viewing appointment and you had a small 8×10 frame for them waiting. “We were so excited about your photos and we know you’re going to be ordering your wall portraits today, we wanted to give you something to walk away from today’s appointment with.” That’s totally unexpected, and totally a surprise point. If you built that kind of exercise and practice into your client workflow, this is as simple writing these down and having a chart to track it. You can use an Excel spreadsheet or just a piece of paper and post it notes. If you made it a point to print off an 8×10 before every viewing appointment, half an hour before they came, there’s not much time or cost involved in that, but the impact you can have by delivering that surprise is amazing.

Rob: Let’s go back to that question I asked earlier where photographers are saying, “How much is this going to cost me?” Every single portrait that you do, hopefully you’re getting a session fee involved on that. What if you actually thought about that as part of the session fee makeup costs? What is one 8×10 print going to cost me? It’s going to cost me maybe $3.50 to $4.50 in a hard cost, and then there’s shipping and so forth. Once we’ve done all the calculations, it’s about $20 for a print, all said and done. The frame doesn’t have to be the most expensive frame in the world. It just needs to be a decent, nice quality 8×10 frame. Let’s say we spend another $30-40 on that. When you think of that investment as part of the session fee, you already paid for it in that regard. The same thing for a wedding. If you’re taking a retainer of about $1000 or $750, or whatever you take as a retainer for your wedding, there’s the money right there. You don’t have to pull it out of your business account. You just took it in from the client and now you’re giving it right back to the client to say, “Thanks for booking me”.

Bryan: Yeah. Let’s give some real ideas to this, because this is something I did a couple of years back where I actually partnered with a local framer and had 50 8×10 frames all pre-made. They weren’t a super high end type of frame and cost me about $15 apiece, because I had 50 of them made at a time. They were the kind with the little staple backs that bent off, so I could easily print off my own 8×10, put it in the frame, put the little tabs back in, and I had a nice presentation for an 8×10 print that I could give clients as a surprise. That’s a great way to get started with that idea. If that’s a specific idea that works with you and your business, partner with a local framing shop and get those ordered in bulk.

Rob: Now as you’re saying this, something comes to my mind right away. That’s the importance to have the consistency in this kind of a program because if you got this job as a referral from one client, who raved about your customer experience, and was like, “Oh my gosh. Bryan was so amazing! When we showed up to order proofs, he gave us a print already framed!” Imagine if you forgot to do that for the client that was referred to you and they’re wondering why they didn’t get the same experience as the person before them. That’s why the personal experience has to be there and that’s why it’s got to be built into your entire workflow and not a random afterthought.

Bryan: I love the idea of setting up systems and doing these things in a bulk way. That’s not to say that I’m devaluing them, but doing them in a smart way so you don’t have to go out of your way or do anything too crazy each individual time. The frame example is a prime example. It wouldn’t make sense for me, every single time I have a viewing appointment, to go out to my framer, have them custom frame this 8×10 print, wait for them to frame it, go back and pick it up – that wouldn’t make sense, be scalable, or repeatable.

Rob: Here’s the thing that you just said – it doesn’t devalue it. For me, the example that I would use for that is unless I do what I do, I would be out to lunch in terms of getting birthday cards out. In my own family, what I typically do is go out and buy what I consider to be some really nice birthday cards for women and men. I’ve got some older style ones and funny ones. I’ve got a little stack of these cards that could be used for any occasion and in my calendar, I have scheduled all the family birthdays. I’ve got a little reminder to say, “Make sure the card goes out on this date”. If I didn’t do that, I would probably miss more family birthdays than catch them. The beauty is, when they receive that card, they don’t know that I went out 6 months ago and bought a whole bunch of cards. All they know is that they got a handwritten card from me, it arrived in time for their birthday, and it’s like, “Wow. I love that he did that”.

Bryan: I love it. That’s smart business. When we’re in business like this and we need to be intentional about these exceeding expectations surprise points, why not do it that way? Another thing that I do every year, which I just did a couple of months ago, is I order 100 $10 gift cards. You can actually order these in bulk from starbucks.com and they come in this beautiful package, each with their own envelope. At any point in the process of talking with clients or vendors, I can just take my card, write a little note on the top of it (it comes with an envelope so I stuff them in) and bring it with that week’s mail.

Rob: That’s where the consistency comes in. If you’ve got everything sitting there and ready to go. If you’ve got to fumble around for a postage stamp or envelope or, “Oh I’ve got to run out to a store and get a gift card”, that’s when we forget. We put it off and procrastinate, and it just doesn’t happen. If you’re going to be consistent, then planning it is the only way to go in this kind of thing.

Bryan: Let’s give another idea. This is something that I did a couple of years back with a local florist here in town. I partnered with them, went in there one morning and said, “I want to create a package for my clients that you can send out – because florists deliver packages to people – and I’m going to give you a budget and a style of floral I like. I want you to feel free use your creativity. I’m going to give you a stack of business cards, and I’m going to give you my credit card number so you have it on file. Whenever I need something sent out to a bride, client, vendor, or friend, I’ll fire you off an email, give you an address, name, and message to write on the card. Go ahead and put it together, charge my credit card, and send me the invoice and the receipt at the end of the year”. That’s a great way to guarantee to yourself that you can be giving flowers to clients on a regular basis.

Rob: Definitely. No muss, no fuss. Bryan: Exactly.

Rob: I started this some years ago, but I don’t do it for every single package. I would send flowers to the bride. When I was sitting down as they were booking the wedding, I would say, “I need your address”. I would also ask them for their work address. I would send the flowers to the bride at her work address, because I knew that when she got those flowers, everyone in the office would assume it’s from her fiancee. She’d open the card and say, “Oh my gosh, it’s from my wedding photographer we just booked with!” You can just imagine some of the girls in the office going, “Well geez, my wedding photographer didn’t send me flowers.”

Bryan: “My husband doesn’t even send me flowers!”

Rob: Yeah. You’ve got to be careful. You’ve got to hope that it doesn’t make the husband feel like he’s got something to live up to. Actually, the response was pretty cool. A lot of people were just blown away and the fact that they got it at work instead of at home was extra marketing value. It doesn’t have to be expensive, or an over the top $75 bouquet or something like that. I would never send them roses for instance because that’s something the fiancee should be doing, not the wedding photographer. What other ways? What other kinds of things can we do? You do something with photos for the weddings. Let’s talk about that a little bit.

Bryan: Yeah, okay. With everyone in my wedding collection, I include digital files from the wedding as well as an album and whatever else they decide to have in their package. One of the things I decided last year, I wrote an article that I’ll link to in the show notes on sproutingphotographer.com talking about this and the process I went through. In a nutshell, I said, “I’ve never loved the idea of only delivering digital proofs at the point of delivery”. Usually, I love to over-deliver and my digital files are actually waiting for the couple when they get back from their honeymoon. That in and of itself is already over delivering on those timelines that we talked about earlier. In terms of the surprise element, a big part of my brand is the importance of print photography. I’m a big believer in enjoying photography through print and I reinforce that at so many points in the experience with my clients. I always found it very hypocritical of me to just be delivering a CD or USB to my clients. What I decided to do was partner with a lab here in the area, and custom create these beautiful clamshell boxes that have five 4×6 mats already in them, with an opening on one end and a little USB ribbon on the other side. When I’m preparing my proofs for any wedding, I’m also printing out five 4×6 prints that will slide into those mats. They’re a really beautiful presentation. The USB key goes into the other side, they get packaged up really nicely, and I mail them to my client. With that, I’m delivering this postcard that I had made up that says, “I believe in the importance of printing so much that I didn’t want you to just enjoy your digital files, I want you to enjoy 5 of my favorite pictures that I made for you on the wedding day”. That’s what they’re getting when they come home from their honeymoon – this total surprise. A) They weren’t even expecting their files that quick. B) They’re getting them quickly. C) They’re getting this beautiful package and, D) They’re getting these beautiful prints that reinforce what I believe in.

Rob: They are surprised and delighted. It’s a very elegant presentation. I love everything about that. It speaks of value. When you think about it in a physical, tangible way, a lot of people when it comes time to the wedding collection, are like, “What’s in the collection? How much does that cost?” People start to dissect your collection sometimes, don’t they? They’re like, “How much is your charge for the day? We want to have the digital files – how much is that?” I basically have it figured out in the collection. It says if you bought the digital files separately, it would be $950 or whatever. The thing is, if somebody says, “We’re here to pick up our digital files” and they know that they’ve spent $950 or whatever it might be, and you just hand them a little USB drive that they could have got themselves at Staples, they’re looking at that little piece of plastic and metal and wondering where the heck is the value of $950 there? Then they take it and plug it in and it’s like, “Wow, digital files. I’ve got digital files on my computer. Where’s the $950 come in?” When you’ve packaged it with your logo on the USB drive, you’ve got this gorgeous wooden box packaging, and it comes with beautifully mounted images, there’s the value. Now the $950 doesn’t even come into their minds. “We didn’t expect this! This is amazing. We get an album too, wow!”

Bryan: I love the idea. I think this all boils down to the importance of what works for me, reinforces my brand, and is a great way that I like to deliver surprise. Flowers, handwritten cards that we’ve talked about, birthday and thank you cards. All these little ideas, for the photographer listening, find ways that you can surprise your clients in a way that they wouldn’t expect.

Rob: One of the things I find right now that’s working well as a surprise is that more and more people – because of the cost of postage – have opted out of sending actual Christmas cards. Fewer Christmas cards arrive at our home every year. One thing I’ve decided to make a very deliberate choice on is to make sure that my clientele gets a personalized, handwritten Christmas card from me. The best part of it is because everyone seems to be receiving less cards, my card stands out all the more. “Wow, this is our photographer who we haven’t been in touch with for 6 months, and he’s sent us a personal Christmas card!” It’s just another way to reach out and touch your customers and say, “Hey, I’m still here, I care about you. Hope your family’s doing great. Have a great holiday” type of thing.

Bryan: I love that idea. I think that an important distinction to make for listeners is that it needs to still be very personal. It can’t be a rubber stamp thing or a pre-printed cards that you mail out that don’t have any personal significance. If it seems like a cheesy marketing thing, then it will come across that way if that’s your intent behind it.

Rob: It has got to look like you actually wrote it. The ink has to be there. It can’t have that printed look because that completely defeats the whole purpose of it.

Bryan: Pulling back to one more example, we’ve talked about this before. There’s a friend of ours here in the industry locally who offers photography and videography services. One of the things I’ve seen her do in terms of delivering surprise and delight to her clients with great success –

Rob: You mean Natasha, right?

Bryan: I mean Natasha. Hopefully she’s listening to this right now. I’ve seen one of the things she does to really deliver surprise, which I think is just amazing. Maybe I’ll even include links to a few of the pictures she’s posted in the show notes for the episode today. She plans this entire unveiling event around the wedding cinema film that she creates for her clients. She has her bride and groom invite their family, friends, bridesmaids, and groomsmen. She plans this little party and even gets a wedding planner involved. They get popcorn, treats, snacks, and drinks and make it this little theater event. That’s amazing. Who would ever expect that out of your wedding videographer or cinematographer?

Rob: Well, that’s where people immediately see the value in working with that person. They say, “It was such a personalized, special thing. We see her more as a friend now than as a vendor”. Those things go a long way for repeat business. Most of us that do wedding photography – I know for me, wedding photography I love to do. It’s also a stepping stone for lifetime business for my clients because most of my couples ended up having children and I have to say, they obviously felt like they had a good customer experience because I was the name that came to mind when it’s time to do photos. What’s interesting is that I don’t consider myself a specialized newborn or baby photographer so much, but that wasn’t really an issue for them. They just said, “We’re comfortable with you. We trust you”. I’ve had clients drive an hour or two and a half. Their wedding was local for me, but they lived in another city 2 hours away and they made the drive to come down with their baby. I’m like, “Why would people do that?” But it just says you did something right and motivates me to keep that kind of customer experience, going forward all the time and staying in touch. As I’m saying this, it just makes clients jump to my mind, it’s so funny. I’m sitting here thinking, “Oh, that reminds me, I haven’t been in touch with this client for a little while so maybe this is the time to go do that in the next couple of weeks”.

Bryan: Right. I think this ultimately wraps everything up in this nice package where it’s the idea of, we have our base expectations which we’ve defined when we started talking about this earlier. Exceeding those is a good first step. That’s how we get to that delight step. Just meeting those expectation gives you a satisfied client. We don’t want to satisfy the client, we want loyal clients. We want raving fans. The first step is to delight them by exceeding those base expectations. Step number 2 is to find surprise points or happy points you can inject into the customer experience. Intentional, with repeatability, and something that’s going to be in your day-to-day system and day-to-day work flow. Find those surprise points, inject them, and deliver delight and surprise to your clients.

Rob: You know what comes to my mind as I hear you say that? The reality of businesses – especially when you’re in it year after year – sometimes things do go wrong. Sometimes you have a problem in your business and so forth. Imagine, if you’re the type of business that has only basically met the expectations, all you’ve done is really satisfied the customer. If you manage to get that customer to come back to you, you’ve had to work hard to get them to come back to you. Then, something goes wrong. There isn’t going to be that same forgiveness level with that customer. If, on the other hand, from day 1 with that customer, you’ve totally exceeded their expectations, given them a fabulous customer experience, and you’ve done that maybe two or three times consistently. If you have a glitch in your system, you just screwed up, and you go to them and say, “I am so sorry. Let me make this right”. How you deal with those problems if you’ve consistently been able to exceed expectations, you must also have a system in place on how to successfully come in and fix issues and problems. Quickly, elegantly, and to the customers benefit – not to yours. We have to swallow it. If we’ve made a mistake, we swallow that mistake and don’t make the customer pay for that, ever. I think about that when it comes to, because you’ve raised this level of customer expectation, if now you can go in and fix something in an equally amazing way that surprises and delights, they’ll actually be able to sing your praises even louder than they did before. Before, you were doing a great job when nothing went wrong. When you make a mistake, own up to your mistake, and then come in and fix the mistake above and beyond their expectations, they’re like, “Woah. This person is absolutely amazing”. Every time I think of what we’re talking about today, it takes me right back to systems. We really need to do a podcast that’s really in-depth about systems at some point in the near future, because it’s integral to everything we do in our studio.

Bryan: Right. I think if we were to put some legs to this idea right now for the photographer listening, if they want to implement this right now – which I would certainly recommend that they start thinking about these things right away – it could be as simple as taking a lined piece of paper and starting to design this customer experience. I do have an article on the website www.SproutingPhotographer.com. I’ll link to it in the show notes. It really talks about how you can start to design that customer experience, but when you start to write out “this is what they do at this point, here’s when I’ll deliver this,” it can be so simple.

Rob: We’re talking about gifts, Starbucks card, and everything else. I’ve had a number of clients comment to me, when they come to the portrait session, “Wow. I just really appreciated that information PDF you sent to me by email after I booked,” because they have maybe worked with another photographer a few years ago and they come to me and say, “We never got anything like that before. You’ve told us all about what to expect, what to wear, the turnaround times, pricing, everything. We just feel like we’re so prepared coming into this situation with you”. It can be as simple as things like that. Informing and educating your customers and after the job is done, thanking your customers for their business and telling them how much you appreciate them as a client. What we’re really saying in conclusion is that you don’t really need to spend a crazy amount of money. It’s the thought that counts and how you use your creativity to do some amazing things to surprise and delight your clients. It can be as simple as making sure they’re properly educated in everything about your business and how you do things, to showing them appreciation for the business they’ve given you in elegant and surprising ways.

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