This week, we were able to speak with Daphne Jordan, a wealth advisor at Pioneer Wealth Management Group. She was driven to this field by her desire to educate, advise, and guide individuals, families, and nonprofits. Daphne has worked as business manager/financial advisor for almost 20 years and currently serves as a board member for the National Association of Personal Financial Advisors.

To learn more about our On Purpose guest, please visit www.pioneerwealth.com or linkedin.com/in/daphnejordan/. 

How do you stay relevant? Can you recommend any publications, podcasts, etc.?

My favorite podcast is “No Stupid Questions” with Stephen J. Dubner and Angela Duckworth. “Building a StoryBrand” by Donald Miller, a book I’m currently reading, reminds us of the power of a story. Stories captivated us as children; they still hold our attention as adults. Properly crafted, your client becomes the protagonist, and you’re present to help her achieve financial goals while identifying problems and gaps as villains. Amanda Gorman’s poem, “The Hill We Climb,” adds a nice touch of inspiration in any season. Finally, chatting with other advisors, to hear about their pain points and solutions, allows me to keep a pulse on what others are thinking in the industry.

What makes you proudest about working for your company or in the finserv industry?

This is a helping profession—or at least that’s how I view it. We help our clients understand financial lingo in an approachable way. We help our clients reach their reasonable goals and are straight with them about the unreasonable ones. The advice we offer will have a ripple effect on their lives and in many cases, the lives of their children. I’m proud to work for a firm that has such a desire to help others with their financial lives.

What is the most unpopular opinion in the industry, and how do you address it?

In general, I believe clients should put the proverbial oxygen mask on themselves first and apply this belief to prioritizing their retirement savings over saving for their child’s future college expenses. A fellow advisor friend pointed out that in some cultures, education is the priority, and it would be considered an insult to craft a financial plan that doesn’t take this sentiment to heart.

Now, if you don’t mind, I will flip the switch and address a current popular opinion: that it’s difficult to find and retain diverse talent. I encourage firms that think this to change how they find advisors. I had the honor of leading a committee in the National Association of Personal Financial Planners space in creating a Diversity and Inclusion Toolkit that includes an informative guide and several relevant, short videos featuring national financial thought leaders. This toolkit is a great resource for firms looking for ways to find new talent. It can be found here. 

If you enjoyed this spotlight, please share this post and follow along with Daphne at:

• www.pioneerwealth.com
• LinkedIn: www.linkedin.com/in/daphnejordan
• Twitter: @daphnejo
  
  

The goal of the On Purpose series is to elevate leadership insight from the financial service industry's best and brightest. We do this by showcasing changing trends in mentorship, business strategies, marketing, and company culture. Stay up on these trends in finserv by signing up here: 

With the whole world going digital, selling has changed dramatically. Fewer in-person meetings, conferences, and trade shows mean sales teams are pivoting to digitally driven models. 

What's the #1 way selling has changed? Simply put, sales teams need more touches. Without those face-to-face opportunities, they need to get creative and persistent about authentic touchpoints that happen before engagement and a close.

Historically, we have noted it takes between eight and 10 touches before a prospect is ready to engage with your pitch. Now, in this more digital era, prospects are taking their time to research and decide if your service is the right fit for them, for now. 

What Do Sales Teams Need For Digital Sales? 

We believe sales teams need four things to be successful in the digital sales arena: branded collateral, narrative tools, integrated outreach campaigns, and referral communication.

Branded Collateral

Always a valuable marketing deliverable, sales teams are requesting even more marketing collateral to visually help them close deals. This includes documents as well as videos. Sales teams are telling us they need visually branded collateral to paint a picture for their prospects. These pieces can do the work for them when they aren’t there physically to sell, work a boardroom, or network in the same kind of way. 

Narrative Tools

Sales teams need digital marketing tools that can float up through companies’ communication channels to leadership and decision-makers, because without in-person meetings, they don’t have the opportunity to sit across from these people. These tools need to communicate company values, high-touch service, and overall excellence. And they need to be thorough enough to do the talking when sales teams can’t be there.

Integrated Outreach Campaigns

We are also seeing a lot more email outreach, with increased number of touches. You have to get in front of your prospects in a genuine way. Right now, people are at their computers more than ever. We’re seeing email campaigns, integrated with targeted paid ads, being used to stay top-of-mind with prospects—that one-time outreach isn’t going to cut it. Prospects have to keep seeing your company, again and again. This is especially true if it's a high-dollar sale that requires a lot of trust building. 

Referral Communication

Lastly, we're seeing a lot more referral partner outreach. Referral partners have always been a valuable asset for any service-based organization. But staying top-of-mind with your referral partners is especially key in a pandemic, when you can’t grab lunch or drink. We are seeing increased communication with referral networks and creative ways being used to stay in touch with them.

Authenticity Matters Above All In Digital Marketing

The key to all of this isn’t about hitting the right number of touches; it’s hitting the numbers in a genuine and authentic way. This is much easier said than done. You’ll miss touches two through 13 if touch one sounds like a car salesman and is a turnoff. The prospect or referral partner will just see your outreach as distasteful. Keep it classy. 

If you have any questions about trends we’re seeing in this hyper-digital COVID world, don’t hesitate to reach out. We’re happy to chat to help you build up your 2021 pipeline.

Want to learn more about generating qualified leads every day? Click here.

Part III

This is the third in a series of blog posts to help mid-sized businesses with marketing strategy. In it, we describe marketing strategy and campaigns within a greater business strategy. Read Part I and Part II.

Ring Four: Campaigns

Most mid-sized businesses have never run a campaign outside of perhaps a Google Ads campaign to boost brand visibility. What is a campaign? Think of it as a branch of the marketing plan: it’s structured like a marketing strategy in that it has tactics and measurable objectives, but it’s smaller in scope because it’s constrained in at least one of the following ways:

1. Limited duration
2. Limited geography
3. Limited audience

Example campaigns are an initiative targeted at older women; a 50-year anniversary initiative, and a project to support the opening of a satellite office. In all of these instances, the contained nature of the campaign allows the marketing team to maintain a narrow focus. Campaigns have the added benefit of being scalable or repeatable; for example, you can take a campaign targeted at one market and replicate parts of it to build a campaign for another market. You can also increase the scope or duration of a campaign based on learnings.

In larger or well-funded marketing programs, campaigns can also be used to test new marketing tactics, such as whether one message is more effective than another.

As indicated in the ring graphic, a campaign should always “nest” within the overall marketing strategy—it should serve the overall marketing objectives. This is where a marketing agency can be invaluable; a 50-year anniversary campaign, for example, is only worth your time, effort, and budget if it serves your overall objectives. An agency can help put the structure in place and manage the additional juggling required to ensure your foundational marketing and your campaign remain active rather than detract from one another.

Conclusion

Understanding where the work you’ve done fits within an overall marketing plan will help you recognize how many marketing tactics need to be active simultaneously. It will also help you evaluate whether the agency you’d like to contract with understands the best approach to help your bottom line.

It can be hard to decide what to wear when you’re on camera. Is it your favorite outfit? Or the one you feel most confident in? What will make you look your best on camera? And what will serve as a distraction?

Our video producer Sam shares his three best tips for choosing clothes that will help you stand out on camera—and allow you to highlight your brand. Check out the video for visual examples.

Avoid Glasses and Other Reflective Objects

Great lighting is key to great photo and video shoots. But those lights can easily reflect off glasses and jewelry, causing distractions and glare. If you can’t or don’t feel comfortable removing your glasses, speak with your photographer or videographer about ways to minimize the glare.

Choose the Right Color for You

This is where it can get tricky if you don’t know the right colors for your skin tone. Sam recommends navy blue, burgundy, or muted neutral tones if you aren’t sure. Avoid white, black, or reds. Sam shares some onscreen examples that show why those don’t work as well. 

Avoid Patterns

You may have heard this recommendation before, but it can’t go unsaid. Patterns, even small ones, can cause a major distraction on camera, as Sam demonstrates with stripes, small floral prints, and more.

Choosing the right outfit to wear on camera doesn’t have to be complicated. By following these recommendations, you can be confident the wardrobe you put together to be on screen will help your message pop. 

Ready for more tips? Check out Sam’s 4 device recommendations for improving the audio in your videos.

AUDIO TRANSCRIPTION

Speaker 1: (00:01)

Hey guys, Sam from Out & About. For today's pro tip, I'm going to be discussing a topic that I get asked quite a lot. How do I dress for being on camera? I’ve broken it down into what I believe are the three most important things to consider before your time on screen. These tips should have you looking great and position you to make the maximum impact on your audience. Step one, whenever possible, try to avoid wearing glasses or flashy jewelry. Oftentimes in video, you will be lit with several different lights. These lights can create a distracting glare if the subject is wearing glasses or flashy jewelry. However, it isn't a deal breaker. A talented camera crew may know just how to adjust the lights to reduce glare, but it does pose a challenge. Consider taking off your glasses and/or wearing contacts on the day of shooting.

Speaker 1: (00:47)

Step two, choose the right color. Whenever possible, aim to wear solid colors. We want you to pop on screen, but not distract. Furthermore, it's important to choose colors that flatter you. If you don't know, or don't really care, some universally safe colors include navy, burgundy, or muted tones. Bold colors can work, too, but avoid wearing hot colors, such as pink or pure red, as they can reflect or bleed color onto your surroundings. Probably the most common problem I encounter is when a subject is wearing black or white with black; your shirt can get lost in the shadows as the camera operator exposes your face. With white, the details and highlights can be easily overexposed creating a spotlight effect, which can be especially distracting. The bright white of a shirt can also sometimes make it difficult for the camera to get your skin tone just right. White isn't totally off limits. However, if you want to wear white, try breaking it up with a jacket, a tie, or some other accessory.

Speaker 1: (01:39)

Last but not least, step three, avoid distracting or busy patterns, including stripes, herringbone, or checks. We want the viewers’ focus to be drawn upward toward your face; fine lines, polka dots, and even small floral prints can be distracting to the viewer. Stripes can sometimes create what's called a moire effect. This happens when fine patterns in your shot interact with the pattern of pixels on your camera sensor, creating a distracting effect on your subject that looks like this. 

In summary, we want the focus of your video to stay on you and your message by making sure what you're wearing on screen complements you and isn't distracting while also ensuring it interacts nicely with the camera. For a more in-depth guide on how to prepare yourself for your time on screen, check out our video interview guide linked below. It includes even more tips and tricks on how to look your absolute best on camera.

With the whole world going digital, selling has changed dramatically. Fewer in-person meetings, conferences, and trade shows mean sales teams are pivoting to digitally driven models. 

What's the #1 way selling has changed? Simply put, sales teams need more touches. Without those face-to-face opportunities, they need to get creative and persistent about authentic touchpoints that happen before engagement and a close.

Historically, we have noted it takes between eight and 10 touches before a prospect is ready to engage with your pitch. Now, in this more digital era, prospects are taking their time to research and decide if your service is the right fit for them, for now. 

What Do Sales Teams Need For Digital Sales? 

We believe sales teams need four things to be successful in the digital sales arena: branded collateral, narrative tools, integrated outreach campaigns, and referral communication.

Branded Collateral

Always a valuable marketing deliverable, sales teams are requesting even more marketing collateral to visually help them close deals. This includes documents as well as videos. Sales teams are telling us they need visually branded collateral to paint a picture for their prospects. These pieces can do the work for them when they aren’t there physically to sell, work a boardroom, or network in the same kind of way. 

Narrative Tools

Sales teams need digital marketing tools that can float up through companies’ communication channels to leadership and decision-makers, because without in-person meetings, they don’t have the opportunity to sit across from these people. These tools need to communicate company values, high-touch service, and overall excellence. And they need to be thorough enough to do the talking when sales teams can’t be there.

Integrated Outreach Campaigns

We are also seeing a lot more email outreach, with increased number of touches. You have to get in front of your prospects in a genuine way. Right now, people are at their computers more than ever. We’re seeing email campaigns, integrated with targeted paid ads, being used to stay top-of-mind with prospects—that one-time outreach isn’t going to cut it. Prospects have to keep seeing your company, again and again. This is especially true if it's a high-dollar sale that requires a lot of trust building. 

Referral Communication

Lastly, we're seeing a lot more referral partner outreach. Referral partners have always been a valuable asset for any service-based organization. But staying top-of-mind with your referral partners is especially key in a pandemic, when you can’t grab lunch or drink. We are seeing increased communication with referral networks and creative ways being used to stay in touch with them.

Authenticity Matters Above All In Digital Marketing

The key to all of this isn’t about hitting the right number of touches; it’s hitting the numbers in a genuine and authentic way. This is much easier said than done. You’ll miss touches two through 13 if touch one sounds like a car salesman and is a turnoff. The prospect or referral partner will just see your outreach as distasteful. Keep it classy. 

If you have any questions about trends we’re seeing in this hyper-digital COVID world, don’t hesitate to reach out. We’re happy to chat to help you build up your 2021 pipeline.

Want to learn more about generating qualified leads every day? Click here.

The Out & About Blog Spotlight Series elevates insight from the financial service industry’s best and brightest. We cover challenging topics around diversity, inclusion, purpose, and inspiring the next generation. 

Through sharing insights and best practices, together we can shape the future of the financial services industry and support improved access to qualified, ethical financial advice and resources for all.

Too often, sales and marketing can become disconnected. This is a particular problem in wealth management firms, where the sales tasks fall onto advisors’ plates. Today, we are spotlighting Daniella Chuckran, Marketing Manager from Aspiriant who shares an innovative approach to this problem. 

We want to hear about your business. Can you describe it in a nutshell? Who do you serve and how?

Aspiriant is an innovative wealth management firm engineered to serve affluent clients and their families for generations. We serve families, executives, and entrepreneurs who would like to align their finances with their values to live out their dreams. Aspiriant has $12 billion in assets under management, 11 offices, and 200 employees.

Aspiriant marketing team participating in a left brain activity - painting. 

How do you measure your company’s marketing success? What metrics do you track on a regular basis?

We use a quarterly dashboard with high-level growth KPIs in the areas of digital lead generation and brand. Under digital lead generation, we track leads generated, clients won, email metrics, and website metrics. Under brand, we track PR wins, awards won, and special projects.

Wealth management firms are unique in that they generally don’t have dedicated salespeople. Likely, client-facing advisors serve in that role. At Aspiriant, we have a clearly defined sales handoff and process that marketing and advisors follow for digital leads. The process is tracked and taken through an online workflow within Salesforce so certain steps are followed. Alignment takes training, communication, and accountability.

What is your favorite communication or marketing tool? Why?How do you work with the sales team to ensure marketing and sales are aligned?

Marketo is the most robust tool we use—it’s one of the best marketing automation tools out there to manage all marketing activities including: lead generation, emails, events, webinars, ad programs, and reporting. With it now falling under the Adobe umbrella, there have been improvements.

What publications and blogs do you read?

WSJ, The Skimm, HubSpot, MarketingProfs, Wired, and wealthmanagement.com

Hiking with golden retriever, Bentley   Trip to Italy

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If you enjoyed this spotlight, please share this post and follow the links below.

• Website: aspiriant.com 
• Linkedin: linkedin.com/company/aspiriant/ and linkedin.com/in/daniella-chuckran/ 
• Twitter: twitter.com/AspiriantNews
• Facebook Page: facebook.com/aspiriant

What’s the difference between hi-res design files, medium, and low-res? Check out the video above to hear more about these different types of files, learn how to use them, and see some examples. 

Resolution refers to the number of pixels in an image. More pixels means higher resolution, which means a crisper image and larger file size. And the opposite is also true.

How do you know when to use which resolution? Let’s break down the three main sizes of design files and when to use which ones. 

• Low Resolution 

This is great for getting feedback on overall design and sending back and forth during the design process. Its smaller file size is perfect for email or communication, but not appropriate for printing.

• Medium Resolution

The file size here is smaller than a high-res image, so it can be good for sending back and forth during the design process, especially if you want something that’s a little crisper or sharper than a low-res image. It’s also a great option for really big images that are viewed from far away, such as a billboard; you won’t be able to see the pixels because your perspective will be so far off, so you don’t need the highest resolution.

• High Resolution

This image has the highest number of pixels and it’s ideal for sending to print, many digital ads, photography and images on websites, and so forth. These are the final design files you use for client-facing ads. These are the largest files and the best quality images. 

Whether we’re starting the initial phase or finalizing a design project, the file size we use makes a difference, not only for everyone’s inbox, but also for the end goal of the project itself. 

You can learn more about our entire process for working with clients here.

Whether you have chosen a new marketing team to work with, or are still interviewing to find the right one, you may be wondering what items you need to have in place to help it start off right. By getting these details together, you can launch this relationship with clarity and prepare to scale. 

To have a successful working relationship, you need a roadmap in place. Here is a checklist to get you started.

Marketing Strategy 

Make sure your team is aligned internally. You need to understand your long-term goals in order for marketing to plug into them. Without this, you’ll just be checking off tasks without a real understanding of where you’re going. Make sure you address the following critical questions: 

Take A Look Around (More insights on developing a marketing strategy here.)

• What have you done in the past for marketing? What has worked and what has not? 
• Who are your primary competitors?
• What is your primary competitive advantage?

Use Long-term Planning to Drive Day-to-Day Decision-Making

This is about the bigger picture. Having goals written down helps give everyone a starting place. These are goals for your company, not just marketing goals. Don’t get lost in the details. Provide enough to help the team understand major priorities and focus. 

• What are your company’s vision, mission, and values?
• What are your one-, three- and five-year goals?
• What are your long-term goals (10+ years)? 

Know Your Audience

• What are your current and ideal target markets?
• What core problem do you solve for ideal clients?

At Out & About, we have a marketing discovery process that helps us understand where you are now and where you want to go. We’ll ask the questions above and more.

Communication Decisions

Make sure you have the time to ensure your marketing strategy doesn’t just get off to a running start, but is set up to run a marathon. Make sure you answer:

• Who is the day-to-day contact? Who will the marketing team interact with?
• Who is your administrative coordinator? This person will help with printing, event prep, and other administrative items.
• Who manages operations and has access to email list management?

What Should You Expect When You Onboard With A Marketing Company?

In addition to having clarity on the above items, you can also expect some introductory steps from your marketing company. Here are the first things you’ll need to do to move forward with the Out & About team: 

• You will receive a checklist of files, logins, and more.
• You will get onboarded with our project management tool.
• You should prepare for meetings and communications.

We’ll share more details at kickoff. 

This early preparation can set you up for a great working relationship with your new marketing team. The best digital marketing firms come alongside you and support your goals, values, and mission. While it takes some time and energy on the front end to get that set up, the payoff is worth it. 

If you’d like to learn more about the process of working with us, we’d love to share. Just click here. 

If you’re still struggling to figure out why your current content marketing strategy isn’t working, here are some tips. 

Part II

This is the second in a series of blog posts to help mid-sized businesses with marketing strategy. Read Part I here.

Ring Two: Marketing Strategy

Our clients usually do not have a marketing strategy, or an “interior” to their painted house. This is a typical blind spot for mid-sized businesses because it’s invisible to the layperson, so without marketing experience, it isn’t obvious that there should be a strategy supporting the work. 

Marketing strategic objectives should be designed based on market research and analysis; we’ll get to that later. They should be measurable and supported by multiple tactics each. Because this tends to be new information for mid-sized business staff without marketing backgrounds, here are some sample basic marketing objectives our clients can relate to, plus sample tactics and methods of measuring:

Objective

Tactics

Measurement

To increase awareness of our services to our target market of XXX in the Dallas area (zip codes #####, ######, and ######). 

Downloadable tool for target market

## form fills to access downloadable

Ad campaign

#% click-through rate 

Blog posts tailored to our target market and calls to action on every blog

Time on site number of form fills, 

To build a brand known for high customer service

Dedication to customer experience at every touchpoint

XX% customer retention rates

XX%+ Net promoter score of 

30 new marketing-qualified prospect inquiries at the close of the fiscal year

Ad campaign

XX form fills

Grow referral network

XX referrals

Webinars

XX of slots filled

Note that the strategic objectives are supported by multiple tactics; this is what makes the tactics more effective. Studies have shown that customers engage with brands multiple times before making a buying decision, and brands with multiple digital capabilities sell at more than twice the rate of those that don’t. 

Finally, we’d like all mid-sized business clients to beware the traps of branding and rebranding. Here’s how to determine whether a branding or rebranding exercise is a good investment:

It has value when...

It doesn’t have value when...

Tactics depend on it

It serves no other objectives 

It’s grounded in research/learnings

It’s based on aesthetic refinements or a need to be “done”

There is a separate budget allocated to it

It’s competing for time/budget with lead-generation objectives

Research and Analysis: A Note

It may make sense to build or add to a marketing strategy over time as we get to know a client, rather than dictate all of it upfront. That’s in part because strategy should be based on market research and data analysis. Once in business, few mid-sized companies invest time to separately analyze different markets that evolve after they are in the black, and instead go by gut feel. We perform research and analysis upfront for our clients to inform a marketing strategy, but build it more slowly with clients that just want to crack open the front door, adding pieces along the way.

Ring Three: Foundational Marketing

“Foundational marketing” is a term we have coined to describe the basic, highly visible marketing collateral mid-sized businesses typically develop on their own, before contracting an agency. Foundational marketing is the paint on the house. Mid-sized businesses know they need a website, flyers, and perhaps social media properties. Some companies even have a YouTube channel, sponsor events, or host webinars. Developing this collateral is a lot of work.

Where businesses struggle is that foundational marketing is typically a box-check for them, an exercise to do. But it can only get a business so far. In fact, you may be surprised to learn that large corporations (and marketing idealists) don’t design websites, branding, product names, and so on without setting up their marketing strategy first. That’s why so many agencies will tell you to tear the house down and start over with a fresh strategy. 

The prevalence of this tendency, however, motivated us to design a new framework for marketing, with a specific place to show where all of your hard work belongs, and to work with it instead of throwing it away. The great thing about hiring an agency with this mindset is that we can start wherever you are in your marketing journey. You may be able to keep some of your existing marketing collateral while we put structure in place, and prioritize lead-generation activities while taking measured steps toward developing a stronger marketing strategy. It all depends on where you are.

Next week, come back for Part III, in which we cover ring four: Campaigns.

COVID-19 is forcing everything and everyone to go digital. We've had a lot of long-time prospects resurface during the pandemic. COVID has been a rude awakening for them (and, I think, many others) to really “think digitally.” It’s challenged businesses on all fronts—in industries as wide-ranging as healthcare, financial services, restaurants, and event planning—and organizations from mom and pop stores to Fortune 500 companies. 

If your business didn’t already have a digital mindset, COVID has certainly stress-tested if it can go virtual. 

Perhaps more importantly, COVID has also stress-tested your company culture. If you did not already have clear values and a company culture built in pre-COVID, the now majority-digital business world will only challenge your company’s communications and trust more. 

We’ve had some clients say, “I'm so thankful we have digital marketing in place to help support our sales team. The way we did things before wouldn't have worked with COVID..” We've also had prospects come to us and say, “We've got to go digital. How do we do it, and what do we need to focus on to ensure our marketing efforts work?”

There’s a three-point checklist for going digital.

To respond to the “how does it work” question—with what might sound like an unexpected response—digital or not, you must have three things really locked in:

1. Know your target market. 
2. Get clear on your company and marketing goals—which usually involves figuring out your unique selling point. 
3. Have a defined company culture, because for better or worse, it will be put in the limelight once you start to get into marketing.

If you have these basics figured out, you can go down one of two paths:

Path 1: Get regular, ongoing marketing in place. Think social media, e-newsletters, blog posts, podcasts, video, SEO, and/or PR—what’s called content marketing—to stay top of mind with your network. All these add up to lead generation activities, but they take a while to work. Once they do work, you’re coasting.

Path 2: Choose the campaign route. Campaigns are typically lead generation activities. Think paid ads, email workflows, account-based marketing, and more. The campaign route is typically very targeted. It can be short- or long-lived. You typically deploy a campaign to go after a set group of people. You learn from the data, tighten the campaign, and redeploy. 

You can go down paths 1 and 2 at the same time. It, however, will be a waste of your resources if you don’t know your target, have a USP, and clear company culture (items 1–3 listed above) and you don’t have the resources. 

We live in a digital world.

As you’ve probably seen in the post-COVID world, people don't just interface with you at a networking event. Even before COVID-19, it was clear people do more than just interface with you at networking events. Now, interacting digitally is even more critical—folks go to your website, read your blogs, see your emails in their inbox. They interact digitally. 

The digital world lets prospects research your company in new ways, and this increases the number of needed touchpoints to help warm them up to engage with you. So, make sure you are giving them those resources and staying top-of-mind—with a consistent brand message on a consistent basis. 

Bottom line: Get your basics in order and determine what are realistic goals based on your budget and desired outcome. If you don’t put in the strategic energy upfront, the output will be scattered, and you won’t hit your targets. 

Has your company gone digital during the coronavirus pandemic? What tactics have you found to be effective? Let us know in the comments!