Copywriting Watch Blog

Copywriting Lion - Make Your Copy Roar!

Neil Shearing's report, "Copywriting Lion: Discover How to Write Sales Copy That Roars" is available FREE for download (pdf) or web viewing pleasure.

Whether you're writing your own copy or hiring a copywriter, this report has several pages that are important to the success of your project. Here are a few of them:

• You and Your Audience - While it's tempting to write about your company, the copy should talk more about your audience than yourself.
• The One Action - Having copy without a call to action is a waste. Ask yourself how you want your reader to respond. Simply knowing about your company is not a response. Compel them to take some kind of action.
• Benefits, Benefits, Benefits - Features are what the product/service does - period. Benefits are what the product/service does for your audience.

Read this FREE report and you'll have a better grasp at how to write copy that roars, saving you time, money and angst on your next sales piece.

Technorati Tags: Copywriting Lion, Sales Copy, Free Reports

Is the Des Moines Register Serious About Blogging?

The Blue Plate Special recently presented The Best Blogging Newspapers in the U.S. The opening question to the study is, "Who seems to really know what they're doing...?"

A chart of the newspapers included in the study shows the subjects each paper is blogging about.

The Top Six Newspapers (listing of their blogs):

1. Houston Chronicle (Transparency, nightlife, college sports, Enron, business, local entertainment/arts, computer Q&A, life of a Katrina refugee, life in Katy, TX, sports, pop culture, health & medicine, science,various)
2. Washington Post (Achenblog, White House News, editorial, politics, local events, fashion, Iraq, computer security, nightlife, various)
3. USA Today (Latest news, hotels, airlines, sports, entertainment (tv, film), entertainment (music), technology (innovations, gadgets), technology (science), weather)
4. St. Petersburg Times (Video game reviews, technology, Olympics, Tampa arts and entertainment, pop music, TV, Society (around town), media, politics, sports, food, health, college)
5. Atlanta Journal Constitution (Politics, opinion, education, dating, neighborhood watch, sports, entertainment, music)
6. San Antonio Express-News (Sports, TV, court, geeks, Mommy blog, weather, Iraq, politics, etc)

Here's how my local paper blogs:

• The Des Moines Register (Big Four Basketball, Cyclone Football, Kyle Munson (columnist), Hawkeye Football, Iowa Stars Hockey, Today's Headlines, Turin Olympics Blog, Opinions and Ideas Blog, Reality TV Blog)

When will the Register start talking (blogging) about more serious issues than sports and entertainment? Suggestions: Business, Technology, Iowa Metro, even their custom publications (IowaParent, 50Plus, SmartTalk, etc.) should each have a blog.

If there is such an outcry to keep people - especially young people - in Iowa, shouldn't the newspaper be a representation of a voice in the city?

The Register has an opportunity to have ongoing relationships conversations with their readers, voices across Iowa, and business leaders about serious subjects. Will they? Only if it's important to them.

At least Brad Robertson at Chew Shop speaks up by saying Everyone Who Can Write Should Have a Blog. I agree.  And every columnist at the Register should be blogging.

Technorati Tags: Des Moines Register, Iowa, Newspaper Blogs

Free Report on Link Love

Brian Clark at Copyblogger is offering a free 30-page report, Viral Copy:Trading Words for Traffic. Great stuff!

In it, you'll find spot-on accurate tips on getting link love. It's not some dry report either. Great quotes and plenty of chuckles with Brian's style of writing.

There is a catch, however. After you read it, Brian asks that you bookmark this page at del.icio.us. What to do after reading the report? Rinse. Repeat.

Technorati Tags: Copyblogger, Viral Copy, Link Love, Publicity

Conversation Conductor

We're shaking things up in order to deliver a clear message.

I've now got a new (cob)web site - yes, I believe static pages are still useful, though they can be published easily using blogware such as MovableType and WordPress. The new web site can be found at www.MikeSansone.com.

I've also launched a new blog site specifically addressing business blogs as a platform for conversations - or conversation stations. You can find the new blog at www.Converstations.com.

So, why the changes (including the banner above)?

It's important to listen to what others are saying about you and your company. If you're not hearing anything - just ask. I did just that in January. Here's the questions/comments that were popular (and the answers).

WIll You Write Our Blog?
Short answer: Nope. Sometimes, a company asks me to write their blog. I always decline, but teach them how to engage in the conversation online using blogware. It's their company, their customer. Still, a bit confusing that a writer is turning down writing gigs.

I Thought This Blog Was About Copywriting.
People searching for copywriting info aski why I write so much about blogging. Frankly, blogging is a more engaging and conversational type of copy. It's a tool to use to convey a message - though an interactive one - to your customer.

Blogs don't replace the brochures, white papers, public relations or ad copy. By the same token, a business blog should still compel customers to do something.

What Do You Do, Anyway?
Glad you asked. While toying with the title "Blogologist," I'll save that for someone who's more qualified. "People Connector" comes too close to my days at AOL, though many here in Iowa think that's the best descriptor.

Instead, I'll be loyal to "Conversation Conductor" - yeah, I like that. It fits. So what does a Conversation Conductor do? Haven't answered that yet, I guess.

I help companies engage in conversations with their customers and deliver on-target messages that will compel a positive action. But make sure the message sent is one you can deliver on. If you can't service what you sell, don't.

With the launch of the new site and blog, I'll be able to focus this blog on the messages being sent by companies.

If I'm not delivering, let me know, yes? Thanks.

Technorati Tags: Copywriting, Business Blogs

ISU Offering Blog Workshop

Iowa State is offering a workshop, "How to Build a Better Blog." Martin Teply, a systems support specialist for the English Department, is the instructor.

Not to be confused with our own "Get Started Blogging" workshops, which focus on business blog sites, the focus of this class is improving your online journal - which is just one of the many ways to use blogware.

Two invitations to the ISU class:

1. We'd love to spotlight the student's blogs or the class on IowaBlogs.net.
2. If anyone from the class would like to join us on February 17th, show your student ID and get 50% of the registration price (Bonus: you get an advanced reading copy of David Lorenzo's Career Intensity). Seating is limited.

February really is shaping up to be Blog Month in Iowa.

Added Bonus: First three students of Martin's class to blog about this post or comment here get a $10 Panera Gift Card. The only rule? You have to mention how you found out about this post.

Technorati Tags: Iowa, Iowa Blogs, Blog Workshop, Iowa State University, Panera, Career Intensity

Steve Johnson - Back Against the Ivy?

Trying to see from the perspective of Chicago Tribune's Steve Johnson, I picture him in front of the ivy at Wrigley Field and looking up as he writes an article on blogging (Free Registration Req.)

Here's the headline:  Create a blog

Here are the subheads:
IF THEY WRITE IT: You waste time reading everyone else's opinions.
IF YOU WRITE IT: You force your own opinions on everyone else.

I recently wrote about some bloggers that make me smarter. This isn't a new trend. IN August of last year, Inc.com's  Hillary Johnson shares Why I Read Business Blogs.

So, if "they" write it (say it?), I don't consider it a waste of my time. And I apologize to Steve for the last five months that I've forced him to read my opinions - what? You mean he hasn't read any of them? Then how can I be "forcing" them on him - or anyone?

His piece is an example of dipping his brain in paint and banging it against a wall, then calling it art(icle).Yet, Steve has some good instruction on quickly starting your own blog (seriously). But then...

He invites everyone to a Chicago Blogger's Meetup. Get This (his words, my emphasis):

"Blogging--an activity often pursued in one's home in one's underwear--doesn't have to be anti-social. Chicago Bloggers, a group of, well, bloggers, gets together monthly to learn about new online publishing tools and chat about the blogosphere."

Maybe I'll go and "waste time" to hear what these pajama-clad folks have to say, maybe even "force" them to hear what I think. Then again, maybe Steve has it right and this blogging thing is over my head.

Tehcnorati: Chicago Tribune, Blogging, Chicago Bloggers

Author Blogs with Amazon Connect

A New York Times article, "A Chance to Meet the Author Online," talks about an additional feature Amazon has for book buyers - Amazon Connect, or Author Blogs. I'm not sure I'd call them blogs. Two key components are missing (more on that later).

One of the writers featured in the article, Pete Hautman, comments on his most recent novel, "Invisible" on the book page with a link to his blog. Here's what Amazon Connect looks like:

Notice the jump in sales in one day! I wonder if the blog had anything to do with that. The reader comments appear below the author comment.

They only have a dozen authors doing this so far, but if you're selling a book on Amazon, you can sign up for Amazon Connect here.

As a reader, I like this feature and hope more writers get involved. Unfortunately, comments aren't active (at least not on Pete's blog) and they don't have feeds on the blogs - does that combination make it a blog? I think not, but they're half-way there.

What's the difference between a web site and a blog site?

1. Frequently Updated Content (this they do)
2. Permalinks (this too)
3. Syndicated Content (not yet)
4. Reader Comments (not at this time)

Still, it's a nice feature.

Technorati: Amazon, Authors, New York Times, Book Reviews

Bill Walsh Blogs

The copy editor, not the football coach. You'll find them at Bill Walsh's Blogslot and Off-Topic. Either of his books, "The Elephants of Style" and "Lapsing Into a Comma," would make a great holiday gift for the writer in your family. Or both.

Holiday Books

It's easy for me to shop for presents this time of year. One-stop - the bookstore. Here's a list that I'd give my readers, if I could (links go to author's blog or site):

• Never Eat Alone - Keith Ferrazzi
• Radical Careering - Sally Hogshead
• Beyond Code - Rajesh Setty
• The Big Moo - The Group of 33
• The Ten Faces of Innovation - Tom Kelley
• Social Intelligence - Karl Albrecht

There are several who didn't make this list, but would be good choices (maybe I sense a new page coming soon - a list of books I read during the year). There are others I haven't gotten to yet.

People ask how I have so much time to read. I ask how they have so much time to eat. "We have to eat, otherwise we'd starve to death." You make time to feed your stomach, make time to feed your brain. Or change what you're feeding it.

Which business/current affairs books would you give this year? Have I missed yours? Let me know (I believe HTML is allowed in the comments)

Social Intelligence

The brouhaha between Mena Trott and Ben Metcalfe in Paris last week.
The concern that companies have with negative comments on their sites.
The fight between Chicago Bears teammates at an FBI shooting range.
The "conversation" I had with my wife during the Thanksgiving holidays (no link available)

All these parties would do well to read Karl Albrecht's book, "Social Intelligence - The New Science of Success" (affiliate link)

Using Social Intelligence (SI), Albrecht shows us how to view our human interaction through a different lens, or at least to focus and clean the ones we're using. This book is for anyone who interacts with other people: leaders, employees, teachers, parents, and even my wife's husband.

The acronym S.P.A.C.E.is the model for each SI skill:
- Situational Awareness
- Presence
- Authenticity
- Clarity
- Empathy

At the end of each chapter, we find strategies to build each skill. I enjoyed the pleacement of a self-awareness test in Chapter 7 before moving on to how SI works in areas of work, leadership, conflict, and even parenting. Filled with personal stories, metaphors and memorable quotes, this book should be read by all.

In a single word, this book is about accountability. While we can't control the behaviors of others, we can use the skills presented here as a guide to any situation.

RSS Feeds - Full or Partial - or Both?

The debate has been re-ignited between offering a full or partial feed. The two that are speaking loudest are Robert Scoble and Duncan Riley.

Both make valid points. Frankly, I'm having an argument inside my own head. On one side (the left?), I think the customer (reader) is the kingdom that content (author) serves, so give the customer what they want. Full feed, right? However, if the author never gets anyone to their site because they never leave their feed reader, how will they track traffic? Tracking traffic is a bone that Jeff Jarvis is gnawing on.

The solution, my dear reader, may be elementary to the folks at Blog Business Summit, as they offer both full and partial feeds. (Hey Matt - do you feel another "tweak" coming soon?)

So, I throw the question out to you. Do you prefer full or partial feeds? Do you have one answer as a reader and another as an author?

UPDATE: Matt at DWebware "tweaked" our Copywriting Solutions demo blog to offer both partial and full feeds. Less than 24 hours. DWebware is also blogging. Blog software courtesy of BlogFusion and Jake McKee.

Photo credit: Flickr by FashnNuggt

What's a Ninnyhammer?

If you're eyes just looked at the picture on the right - you'll get along great with my wife, who just started her own blog site - You Ninnyhammer.

I had no idea she had so much to say (yes, I've been listening). While I'm an optimism junkie, I'm positive my wife is the opposite. In optimism-speak, we call that balance.

Happy reading?

My Idea Bin

One of the greatest habits I've ever formed is the combination of low-tech tools I use for capturing and keeping ideas fresh and available. My "Idea Bin" consists of a Dr.Grip Pen, an index card storage box, and a 3x5 memo pad - always in my back pocket (and spares in each car, every floor, and my wife's purse).

With a full week of appointments and assignments, it's hard to squeeze in any creative writing, but with the Idea Bin, I can capture thoughts, deposit them, and make withdrawals on the weekends when I have time to write.

On a Saturday or Sunday afternoon, I transfer my scribbled ideas onto an Excel spreadsheet. I also have a word processor open in case creativity catches a rhythm while sorting the ideas.

What are of your favorite writing tools or best writing habits?

Topix.Net - "Are blog posts news?"

While the argument of whether bloggers are journalists continues, Topix.Net has added blogs to its news search engine. From the Topix.Net Blog:

"Today we added 15,000 top weblogs to the Topix.net crawling/tagging engine. Blog posts are being categorized into our 30,000 local feeds as well as our 300,000 subject feeds. Our search results now include blog results, and posts should show up on our site and search index within 1-3 minutes of being crawled."

The post also shares some eye-opening numbers on their studies comparing Mainstream Media and Blogs.

Many of our Neighbor Blogs (Iowa) use Topix to crawl for news stories. Will we soon see Blog for Iowa, Drew Miller, or Iowa Voice among those results?

The initial release of this strategy stopped at 15,000 blogs, but they are accepting submissions if you think you're blog should be included.

"If we're not crawling and indexing your blog, we'd love to know about it. Please use this form to submit your feed for inclusion in our index."

From a business view, I like the idea for many reasons. But what about from a blogger's view? I'm not sure whether I'll be submitting my blog - but I don't comment on "news" much. Will you be submitting your blog? And why (or why not)?

If you want your press releases to succeed, follow a simple six-by-six method when writing them. Every press release should include six elements and six sections.

News articles always have six elements, known as "the five Ws and one H" or who, what, when, where, why, and how. These six elements must also be in your press release. They must be included right from the start to keep interest and draw the reader deeper into the release.

EzineArticles has recently added feeds for My.Yahoo and My.MSN. If you ever find you need something to write about on your blog, there are articles for every subject worth talking about.

Though scraping an article isn't yet allowed, it certainly is a good place to get your creative juices flowing on just about any subject.

I was reminded this weekend that one of the best ways to edit your writing is to read your draft out loud. I call it copy talking.

Working with a friend on an essay he was writing, I could sense him struggling with the mental brick wall he had just encountered. He was trying hard to come up with brilliant prose, when all he really needed to do was talk. We needed a solution - and fast (the Steelers game was about to start).

I grabbed a pen and paper and told him to face me instead of the keyboard. He would talk, I would write. Worked like a charm. He rattled of the ideas that became the core of his message. I scribbled it down and we got done well before kickoff.

A favorite tool of mine is my micro-cassette recorder. It helps me capture ideas when I'm not at my desk (it's voice-activated), but I also use it to compose and edit business copy. Saying it out loud helps me refine, and hearing the playback helps me weed out the garbage.

I find that talking though the writing helps battle writer's block and clean up the composition. What are some of the techniques you use in editing your own writing?

A recent e-mail from my friend, Chuck Tanowitz has got me thinking about the strategy of my blog (if not my overall business plan). His keen insight has motivated me to take an inventory of my efforts.

There are four essential ingredients I believe every business blog should have:

• Transparency
• Authenticity
• Clearly Defined Goals
• Sustainability

Since I started the blog in August, the first two have been present. Even this writing today is authentic and transparent - the main goal of this particular post. Yet, while there's been consistency, without clearly defined goals I wonder about the sustainability of the project.

I've decided to utilize this blog as a whiteboard as I rethink and revise the strategy. I encourage your participation in the comments. Something I (or someone else) may share could spark an idea that all can benefit from. Your idea may have nothing to do with copywriting - or blogging for that matter. Together we're smarter than I am alone.

On this day in 1982, USA Today published their first issue. Filled with color, photos, charts, and graphics, the newspaper began a trend in short-attention span reading.

One of my favorite pieces from the early days was Larry King's column, filled with short shots and quick thoughts, like this one: "Is there anything better for breakfast than Corn Flakes and box scores?"

Alisa Gilhooley's piece on brochures is on the money. She focuses on the disconnect between marketing and sales when it comes to sales literature.

When I was in the self-storage industry, pharmaceutical reps threw away pounds of brochures and other collateral. I once asked a Pfizer rep why he threw away brochures by the boxful. His answer was that he didn't use them because they didn't help sell the product. The relationships were key (and the tchotchkies were nice), but the brochures sitting in a doctor's office would curl up the humidity - to the point where office managers would turn them down.

Granted, part of the problem must stem from a lack of communication between marketing and sales, but it goes much deeper than that. The river of information must also flow from doctor's office to patient - the end user of the product.

Your brochures may be winning awards for design and copywriting, but are they being handed to the customer or filed in Department 13? How do you find out what your customer wants? ESP?

Five years ago, I took down my shingle as a "conversation motivator" and stopped working with online communities. I witnessed many communities grow under my watch, including Real Fans Team Clubs, a fewAmerica Online communities, and various other "talk spots" in cyberspace.

The exciting challenge was finding ways to integrate content, community, and commerce. But the internet industry was in a slide and I got off the ride. Since then, I've remained focused on community, though more so offline than online.

Three months ago, I dusted off the shingle by starting my own business, Copywriting Solutions. I've been watching the growth of blogs as a communication tool, and see them as an opportunity for integrating content and community in a new and dynamic way with business blogs.

Yesterday, my site relaunched with a new design, courtesy of the gang at DWebware. Also deserving of my gratitude is Iowa Business 101. When it comes to business blogging, Christian "gets it", a man driven to forward thinking.

How does all this tie in to copywriting? The biggest problem I see in most copy is that it's not conversational. Oh sure, the copy is often directed to the consumer - lots of use of "you" in the text, but after the message is delivered - where does the next step lead? Is there a next step? Why not continue the conversations?

Continuing conversations with conversational copywriting. That's the copywriting solution.

Great Copywriting + Poor Service = Losing a Customer

Within the last few months, I've been invited to events hosted by competing financial planning firms. Both invites reached my desk because I'm a member of the local Chambers of Commerce. I went to the events because I have an interest in doing business with one of them.

Here's what they know: I'm a married homeowner, two cars, no kids at home, and I just started my own business.

Here's what they don't know: I have no mortgage or car payments, and I have a rather large investment set to mature in November. (Bet I'll get lots of calls now, hmm?)

Leading off - the early morning favorite - DeWaay Capital Management. Great reputation for their industry knowledge and community involvement. Best of all? He's building a business center across the street from Panera Bread. With my RSVP, I showed great interest in leasing office space. I told them my business plan called for me to move my home office at the same time they would be ready. I was excited about the possibities.

The day of the event, I got there....and wasn't on the list. No problem. I don't get embarrassed or offended easily - if ever. The event was a smash hit. I knew I wanted to do business with these folks. I'm still waiting to hear from them. Well...maybe not anymore, because the next firm trumped them.

Press Release Success - 6x6 Method

If you want your press releases to succeed, follow a simple six-by-six method when writing them. Every press release should include six elements and six sections.

News articles always have six elements, known as "the five Ws and one H" or who, what, when, where, why, and how. These six elements must also be in your press release. They must be included right from the start to keep interest and draw the reader deeper into the release.

Battling Blogger's Block with Ezine Articles

EzineArticles has recently added feeds for My.Yahoo and My.MSN. If you ever find you need something to write about on your blog, there are articles for every subject worth talking about.

Though scraping an article isn't yet allowed, it certainly is a good place to get your creative juices flowing on just about any subject.

CopyTalking - My Self-Editor

I was reminded this weekend that one of the best ways to edit your writing is to read your draft out loud. I call it copy talking.

Working with a friend on an essay he was writing, I could sense him struggling with the mental brick wall he had just encountered. He was trying hard to come up with brilliant prose, when all he really needed to do was talk. We needed a solution - and fast (the Steelers game was about to start).

I grabbed a pen and paper and told him to face me instead of the keyboard. He would talk, I would write. Worked like a charm. He rattled of the ideas that became the core of his message. I scribbled it down and we got done well before kickoff.

A favorite tool of mine is my micro-cassette recorder. It helps me capture ideas when I'm not at my desk (it's voice-activated), but I also use it to compose and edit business copy. Saying it out loud helps me refine, and hearing the playback helps me weed out the garbage.

I find that talking though the writing helps battle writer's block and clean up the composition. What are some of the techniques you use in editing your own writing?

Blogging Strategy - Back to the Whiteboard

A recent e-mail from my friend, Chuck Tanowitz has got me thinking about the strategy of my blog (if not my overall business plan). His keen insight has motivated me to take an inventory of my efforts.

There are four essential ingredients I believe every business blog should have:

• Transparency
• Authenticity
• Clearly Defined Goals
• Sustainability

Since I started the blog in August, the first two have been present. Even this writing today is authentic and transparent - the main goal of this particular post. Yet, while there's been consistency, without clearly defined goals I wonder about the sustainability of the project.

I've decided to utilize this blog as a whiteboard as I rethink and revise the strategy. I encourage your participation in the comments. Something I (or someone else) may share could spark an idea that all can benefit from. Your idea may have nothing to do with copywriting - or blogging for that matter. Together we're smarter than I am alone.

USA Today - Happy Birthday

On this day in 1982, USA Today published their first issue. Filled with color, photos, charts, and graphics, the newspaper began a trend in short-attention span reading.

One of my favorite pieces from the early days was Larry King's column, filled with short shots and quick thoughts, like this one: "Is there anything better for breakfast than Corn Flakes and box scores?"

Brochures - Handed Out or Thrown Out?

Alisa Gilhooley's piece on brochures is on the money. She focuses on the disconnect between marketing and sales when it comes to sales literature.

When I was in the self-storage industry, pharmaceutical reps threw away pounds of brochures and other collateral. I once asked a Pfizer rep why he threw away brochures by the boxful. His answer was that he didn't use them because they didn't help sell the product. The relationships were key (and the tchotchkies were nice), but the brochures sitting in a doctor's office would curl up the humidity - to the point where office managers would turn them down.

Granted, part of the problem must stem from a lack of communication between marketing and sales, but it goes much deeper than that. The river of information must also flow from doctor's office to patient - the end user of the product.

Your brochures may be winning awards for design and copywriting, but are they being handed to the customer or filed in Department 13? How do you find out what your customer wants? ESP?

Ready for Takeoff

Five years ago, I took down my shingle as a "conversation motivator" and stopped working with online communities. I witnessed many communities grow under my watch, including Real Fans Team Clubs, a fewAmerica Online communities, and various other "talk spots" in cyberspace.

The exciting challenge was finding ways to integrate content, community, and commerce. But the internet industry was in a slide and I got off the ride. Since then, I've remained focused on community, though more so offline than online.

Three months ago, I dusted off the shingle by starting my own business, Copywriting Solutions. I've been watching the growth of blogs as a communication tool, and see them as an opportunity for integrating content and community in a new and dynamic way with business blogs.

Yesterday, my site relaunched with a new design, courtesy of the gang at DWebware. Also deserving of my gratitude is Iowa Business 101. When it comes to business blogging, Christian "gets it", a man driven to forward thinking.

How does all this tie in to copywriting? The biggest problem I see in most copy is that it's not conversational. Oh sure, the copy is often directed to the consumer - lots of use of "you" in the text, but after the message is delivered - where does the next step lead? Is there a next step? Why not continue the conversations?

Continuing conversations with conversational copywriting. That's the copywriting solution.

When Good Copy Means Nothing

Great Copywriting + Poor Service = Losing a Customer

Within the last few months, I've been invited to events hosted by competing financial planning firms. Both invites reached my desk because I'm a member of the local Chambers of Commerce. I went to the events because I have an interest in doing business with one of them.

Here's what they know: I'm a married homeowner, two cars, no kids at home, and I just started my own business.

Here's what they don't know: I have no mortgage or car payments, and I have a rather large investment set to mature in November. (Bet I'll get lots of calls now, hmm?)

Leading off - the early morning favorite - DeWaay Capital Management. Great reputation for their industry knowledge and community involvement. Best of all? He's building a business center across the street from Panera Bread. With my RSVP, I showed great interest in leasing office space. I told them my business plan called for me to move my home office at the same time they would be ready. I was excited about the possibities.

The day of the event, I got there....and wasn't on the list. No problem. I don't get embarrassed or offended easily - if ever. The event was a smash hit. I knew I wanted to do business with these folks. I'm still waiting to hear from them. Well...maybe not anymore, because the next firm trumped them.