What Should Your Email Autoresponder Say To Your Subscribers?

If you want to build a following or even make sales and get traffic online, you need to build an email list that it’s simply unavoidable. So you create a landing page, also called an opt-in page or a squeeze page where someone can come to your site and fill in their name and email address to get something for free, and now they have opted in to your email list and can receive emails from you unless they have decided they want to unsubscribe.

So, you’ve done half of the work. You’ve created a landing page, you send people to it through backlinks, through articles, forums and other forms of traffic and now you need a way to talk to these people and now you need something to say on a somewhat regular basis.

When you’re thinking about what blog post to send people to or what offers you want them to buy from or what affiliate links to click on, what should your emails really say? I want you to remember that there are three kinds of emails you sent. They are notifications, they are reminders and they are value.

You need to send very short emails. This makes it easier for people to read them but also makes it very easy for you to write them. If you think of sending emails as simple notifications then your job is much easier. Look at the emails that Facebook sends to its subscribers. They might send some news about the site but usually it’s just that someone has posted on your Facebook wall or added you as a friend. Likewise, Amazon.com sends emails and they will send a weekly update of what new products are available that you might like.

Think about what do you want to notify your subscribers about. Maybe you’re recommending a link and you want them to be aware of something that’s happening in your industry. Maybe you’re showing them a URL to your blog post because you’re notifying them that you made a new blog post or that you setup a new webpage and they should check it out right away.

The second type of email you can send is a reminder. This is even easier. You already sent them a link in an earlier email so you’re just making sure that they clicked on that link and saw what you had to say. Sometimes these are things that you notify them about change.

For example, you made a blog post, people looked at it and commented. Now you can send an email telling people that people left comments and that they should now join the discussion which is taking place there. If you sent a link to something to buy, you can deliver different reasons in different emails why they should click and buy right away.

The third type of email to send is an email that demonstrates some kind of value that teaches them something and this is as simple as taking your articles and putting them in your email follow-up sequence. You can put blog post, maybe abbreviated forms of blog post, lists or something that gives people really powerful advice, tips, rants or tutorials in the form of email.

I hope that helps you decide what to put in emails and what kind of emails to send on a regular basis to your email opt-in subscribers. Send notifications so that people know about something new, send reminders sending them back to links that you shared before and value where you might share some kind of content in that message and even have a link below that. So, send those three types of emails and let me know how it works out.

Guidelines for Writing The Best Email Copy and Subject Lines

To write the BEST copy for your follow-up e-mail, you need to use these Guidelines.

Map out your offer on paper. Take notes, have all the details BEFORE you begin.

Get the answers to every one of these questions…

1. What is the TARGET Audience?
2. What is in it for “Them”?
3. What is the Urgency?
4. What are the Compelling Benefits?
5. What Length will the Copy Be?
6. What is the Call to Action?
7. Which Links are to be Included?
8. Who is the email’s Sender?
9. What contact information will be used?
10. What will the extra Benefit (BRIBE) in the P.S. be?
11. Restate your Biggest Benefit and include a Bonus or Two!

The Call to Action:
Click here now to Learn More…
Click here now to sign up/subscribe
Click here now to follow the link
Visit my website @___________ for more information.

Be sure to State: What…you want the reader to do!

On the Website: Complete the Sale, Overcome Objections and Build the
Value of your offer with Details and Benefits.

Always Generate Excitement and Curiosity with your Benefits.

Do your Selling on the Website, not in the email you send.

“Hypnotize the Reader” Grab their Attention with Compelling Benefits.

Use informal speech, vocabulary at the 6th grade level and use their first name.

When you finish writing, set the copy aside, and come back to it in an hour or so!

Then, you scan it to see how EASY it is to read Quickly. (10 seconds) It must Grab your attention in 10 seconds and cause you to want to read MORE!

If it doesn’t GRAB your attention and cause you to want to Learn More…Rewrite the copy with the Main Benefits, and be sure to Convince your reader to TAKE ACTION!

Now, the most IMPORTANT part of your Email!

The Subject Line. You should not use more than about 50 characters in a Subject Line. If you can use 35 to 40 characters, you will have a better chance of the email being opened.

There is even more likely hood of opens when you use their First Name in the Subject Line and keep the email short and to the point.

Remember you will be doing your SELLING on your Website!

Always relate the Subject Line to the Content of the Email message.

If you can’t grab them with your Subject Line…they won’t open your Email. No Opens = No Sales! Simple as that. Make the Subject Line Affect them Personally, because you MUST make the reader WANT to read your message.

Don’t let the BEST Part of a Subject Line be “cut off”, four or five words, including their first name is a good limit to your Subject Line.

Don’t use all CAPS in a Subject Line, it may be thought of as SPAM or shouting. Also, no! or $ signs in your Subject Lines.

The reader may ask themselves….What’s In It For Me or So What? or Why should I open this Email? So,be sure to have the answers in the Email.

Good Email Copy will…
1. Make an Announcement/News,
2. Leave some Curiosity,
3. Have a sense of Urgency,
4. Show the Biggest Benefits (Save Money or Time).

The Key to your Email is…How will they benefit from reading, What will they learn, will it save them time or money, and How will it Improve their LIVES.

So, to wrap up this message:

Always relate your Subject Lines to your actual message’s Content.

Write compelling Subject Lines so people will WANT to Open and Read your Email.

Personalize with their first name, and don’t use all CAPS,!! or $$

Do Share News, Add Curiosity and a sense of Urgency and always show your Biggest Benefits!

How To Get The Most Out Of Your Email Marketing

One of the main reasons small businesses fail is that they don’t follow up with their leads. Usually it takes up to seven contacts with a prospect before they are ready to buy. Most people give up after one or two contacts. If you are not doing your follow up you are leaving money on the table. Staying in touch with your prospect builds trust and keeps you fresh in their mind so that when they are ready to buy, they’ll come to you.

Email marketing is a great, inexpensive way to keep in contact with the people on your list and to form and nurture a relationship with them. If you do this correctly, you will get more business than the Average Joe and you will not have to do anything else to get clients to buy. It is therefore important to set this up correctly. Once you have done this, you can pretty much just leave it. Then you can concentrate on building traffic to your website because the system to capture leads and nurture the relationship with them is done for you automatically.

Here are a couple of ways you can improve your email marketing:

First, you have to worry about your prospects opening your emails. If you are not yet tracking your email open rates, you need to start doing so straight away. You need a good email marketing provider like Aweber (or mailchimp if you are in New Zealand). Not using a provider will give you too much work, as well as the possibility of you getting banned by your Internet Service Provider for sending bulk mail. Bulk mail just ends up in the spam folder just because it is bulk mail.

Once you have a provider, you can then set up your emails, set the frequency that they are sent as well as track the click through rates, open rates and bounce rates. You then have something to work from.

Once you have this information you’ll want to improve your messages so that it doesn’t happen again. Here are some reasons why your emails may not get through to your prospects’ inbox:

Spam Words

Some words are triggers for the spam filter. These include: “special offer, free, discount, cheap, home business, %, work-from-home, limited time, click here, coupon,” and the chance that your prospects are getting your emails if these words are present are slim. Spam filters are becoming more sophisticated, and your email can be removed before it even hits the inbox. A good email marketing provider like AWeber will be able to pick up if you have any spam words in your messages, and will alert you before you send them.

Subject Lines

The next thing you need to worry about is getting your readers to open your email. This should not be a problem if they signed up because they want to read what you have to say. However, if you have a boring headline they may want to skip reading it because they have many other emails or they are busy. Make sure they know it is from you, and have a proactive title so that they want to open it. If your emails are interesting, and give them more information related to the reason they signed up in the first place, they should look forward to it, and open it. Avoid subject lines that are full of hype or make outrageous claims. If it sounds unbelievable, you will lose credibility with your prospect. Make sure your subject lines are real, convincing and a bit mysterious.

You need to put your name or your company name in the “from” field so that the prospect recognises you. “Noreply” or “Systems” addresses are less likely to be opened.

Make Sure You Send Relevant, Interesting And Valuable Content

Make sure that the content of your email is valuable. When I sign up for something because I am interested in it and then get an email from them that says nothing or wastes my time, I unsubscribe on the spot. Most people will do the same. Make sure you deliver on the promise you gave when they signed up.

You should only send your emails to those who asked for it. Don’t use lists from somewhere else that you bought or lists that are out dated. This will just invite complaints.

Make sure your emails are interesting. Don’t copy from somewhere and be yourself. You should know how you are different from your competition. This will ensure that you stand out from the crowd.

Your content should guide your customers toward a sale. Every email you write should help your prospect get answers to their problems, clarify their misconceptions on the subject, climb over stumbling blocks they may encounter, and anything that can help them arrive at your product or service, ready to buy. I use again the example of the nutritionist who uses a different illness in every email, usually related to the digestive system. She describes it in graphic detail so that you feel with the sufferer. Then she offers her special diet as a solution. In every email she also has a testimonial from someone who used to suffer this illness, but is now cured thanks to the diet. This is powerful stuff. Think of how you can offer your prospect a solution to their problem. Find all the problems, misconceptions, stumbling blocks and objections they may have and solve them one by one.


If you send out emails daily, you will be seen as a severe nuisance before long. This will get your messages deleted or result in unsubscribes. On the other hand, waiting too long between emails will make your prospects forget you. I send one email per week with good content. This ensures a list that looks forward to my emails. The only way to know for sure would be to ask your prospects. Take a survey and find out.

Adhering to these guidelines will ensure successful email marketing. Once this system is in place, you can concentrate on building traffic to your website.

Copyright (c) 2011 Attraction Marketing

How To Kill Your Email Marketing List Fast

In this article, I’m going to tell you how you can kill your email list fast.

Let’s first start off as to why people join a list in the first place. Usually they join your list because something caught their attention relating to their problems, their needs or their pains.

I mean, if they want to learn Internet marketing, they join your list because they need help understand and implementing Internet marketing strategies and techniques. Or they have problems with a particular part of Internet marketing and you said you could help them.

Does this make sense? Do you understand where your customers are coming from?

So the easiest and fastest way to kill your list is to constantly promote self-serving products or services to make a quick buck and completely forget about giving your list the content they are looking for.

Here’s what typically happens…

Someone joins your list and the first 10 days you devote to building trust and building a relationship with this subscriber. So far so good. But after a little bit of time, you want to start making a profit. You want to start making some money… and honestly, that’s okay.

But here’s what happens next…

After the first 10 days, the subscriber gets nothing but a slew of sales letters and product promotions for an extended period of time. You have a hard time getting back to giving out content because you know that it’s important to have a thread of emails to get people to buy a product. People rarely just buy the first time an email comes out. Sometimes it’s usually the 2nd, 3rd, or 4th email that gets them to buy.

But that also means you have to send out 4 or 5 emails in a row promoting the product to make this strategy effective, and you’re leaving the content out of your emails. This is a problem.

Look at it from your subscribers point of view. The first 10 days were awesome! There was lots of content, they learned a bunch and they got confidence that you were helping solve their problems. Now there’s nothing but sales pitches. ‘What happened to the content?’, they wonder.

Guess what happens next…

Your subscriber feels like they’re just an ATM for you. They feel like you’re not there to help them anymore. They unsubscribe from your list and you never see them again.

Here’s a thought…

Why not create an email campaign the merges the two together? Why not have an email campaign that gives both content and a product offering in the same email? What’s the harm in that?

Think about it. You can give them great content in every email and then promote a product that’s related to what they just learned about. Here’s what really happens in emails like these. Because you gave great content in the email, the product promotion is not seen as pushy and it’s more of a recommendation than a hard sales pitch. Your subscribers will actually respect the fact that you give them a recommendation (or a choice) instead of a ‘sales only’ email.

Trust me, this works! Focus on merging the two worlds together and you’ll keep your list from unsubscribing from you.

Automated Email Marketing Can Boost Your Online Business

You can make use of automated email marketing to give your online business a rise and make your marketing more effective. As you probably know, email marketing is essentially ‘selling’ a product or service to your subscribers through an email campaign.

The process behind it is this: you court visitors to your website to subscribe to a newsletter and in the process of providing information to the subscriber, you ‘sell’ to him or her. You can do this by simply encouraging them to opt in, or you entice them with a free product with the condition that they will sign in to receive your emails or newsletter on a regular basis.

While this model is a very effective way of selling, it can be tedious and very time-consuming if the process is not automated. Automated email marketing helps to dramatically reduce your effort in any email campaign. Once you have an automated system in place, you will require less effort and time to be managing your subscribers.

Build Trust And Confidence

The philosophy is that if you are communicating with your subscribers regularly on a given subject, they naturally come to trust you as an authority on the subject, and selling or recommending a product to them becomes easier. Their continuous subscription to your newsletter is always a good indication that they are interested in the subject you talk about.

For automated email marketing to achieve the results you want, there are three important things you need to keep in mind. They are newsletter design, content and scheduling.

Design of Your Email Newsletter

The design of your newsletter needs to be very professional and reflect the subject you are dealing with.If for example you are teaching graphic design in your newsletter, you may want the newsletter to be colorful yet simple and professional. The theme of your newsletter always has some effect on your email campaign.

In other cases, consider using plain text in your emails. That makes it very easy to create the newsletters, and they are readable in any email software as well as web mail. Many of the top internet marketers are using plain text in their emails.

Provide Useful, Quality content

For your automated email marketing effort to be a success, you need to be very particular about your content. This is probably the most important of all the factors to consider because the philosophy behind this marketing model is to establish trust and credibility with your subscriber.

And if you don’t have a compelling content that will stimulate some desire in your subscriber to read your mails, then your marketing efforts will amount to nothing.

Apart from having a useful and high quality content, you must learn to create captivating titles and a strong call to action. If these features are missing in your email marketing campaign, then you are missing the point.

How Often Should You Send Emails?

The last but equally important factor to consider in your automated email marketing is the strategic scheduling of your emails. While you don’t have to bombard your subscriber with emails at every least opportunity, you have to make sure your emails are scheduled according to what you told your subscriber when he/she was opting in.

Depending on your business and your available time, you can send newsletters daily, weekly, monthly, quarterly etc. Once or twice a week should fit most businesses.

This does not mean you can’t send emails to your subscribers apart from these scheduled times. However you should do this carefully and make clear that such emails are ‘special’.

These three factors, when integrated into any automated email marketing campaign would ensure that your efforts yield the results you are looking for.

Is It Time to Start Writing an Ezine? 4 Reasons Why It Might Be

Have you begun to think you’re ready to start sending your own ezine? You may subscribe to many electronic newsletters and think that this is the right time to publish your own to take your business to the next level.

You’re absolutely right! Let’s take a look at some reasons why it might be a perfect solution for you to publish your own ezine.

1- You want to build trust with your clients and prospects.

Communicating regularly with your email list is a way for you to establish a relationship and build a rapport with your readers. It takes time to gain people’s trust – and regular interaction allows your readers to get to know you, a little bit at a time. Then, when they’re ready to make a purchase, they won’t hesitate to purchase from you.

2 – You want to expand your business reach.

You may have only a small number of client emails, but that list can expand exponentially. When you publish an ezine you can ask your readers to “share” with their friends and colleagues so that you gain new sign-ups – and get in front of more people.

Also, when someone comes to your website you can have an ezine sign-up box so that you can capture their name and email – instead of having a website browser leave your site without connecting with them.

3- You already have a lot of content to share.

You may already be an avid writer and have tons of articles ready to publish. You can take that content, break it up a bit into smaller articles, and have months, if not years of content all pre-written! For example, you may have an article on “The 5 Tips to Grow Healthy Plants” that is 1500 words long. You can re-swizzle that article by stating the 5 tips and then only a few sentences about each – more of a summary for one. Then, take each tip and create an individual article for each of the 5 ideas. You’ll have created 6 separate articles from one!

4- You want to get people to buy, without “blatant” selling.

Sending an ezine is a “win-win” for you and your readers. They get valuable content in the form of a well-written article. And you get the opportunity to promote a product to your list each and every time that you send your ezine. You kind of get to “slide” the promotion in at the end so that it doesn’t seem to your readers that you are just trying to sell to them.

5 Ways to Make Writing Ezines Less Time Consuming

Are you a bit intimidated about launching your first ezine because you think it will be a huge time commitment? Or maybe you publish an ezine, but are always scrambling to the last minute to get it sent out on time?

Any type of marketing effort takes time, but you can streamline the process. Here are six ways to make writing ezines less time consuming.

Tip 1- Create a template that you use over and over again.

Why reinvent the wheel each and every issue? Create a template in a simple Word document where you can fill in the blanks with 3 sections… an introduction, the body of the article, and a promotion – Your featured product or service (keep it to one thing).

Tip 2 – Keep your articles under 450 words.

If you fill up more than one page of a Word document, it is probably too much. If your article is too long, most likely your readers will skip it all together or file it “to be read later” – which will never happen. Use bold, italics, bullets, numbered lists, etc… to “pop” out certain important words to allow your readers to skim the page and get the basic concepts.

Tip 3 – Don’t tell everything you know on a topic, write snippets of knowledge.

Keep your articles about one main topic. For example, If I was writing an article about what makes a good ezine I could write about: what makes a good subject line, how to write a great intro, what you should include in your articles, how to promote a product, etc…. That would be a very long article! Take ONE idea, like “Increase Your Ezine Open Rates with a Snazzy Subject Line.” I could have 10 different articles about what makes a great ezine if I divide it into parts.

Tip 4 – Set up a process so that your secretary or virtual assistant can do a lot of the work.

Simply put, do the writing yourself and then turn the more technical part over to someone that specializes in this process. Don’t drive yourself mad messing with HTML and editing graphics when someone else can do this in a third of the time it may take you. Do what YOU do best!

Tip 5 – Leverage the ezine article that you have created.

Get more mileage out of the time it took you to write an article. After sending to your subscribers, post the article on your website or blog and submit it to a site like EzineArticles.com. Instead of thinking your article was written for one purpose, your time was well spent as now you have valuable content to post in multiple places.

Ten Tips For Writing Effective Email Messages

Writing effective email messages is a challenge to most marketers, especially newbies. Although most people think it’s easy to write mails, writing emails for your marketing campaigns is not like writing emails to your pals. Since you are writing with an aim of turning your visitors into buyers, you need to acquire the skill of writing messages that impact on your subscribers.

In this article, I would like to share with you 10 tips of writing effective email messages intended for your marketing campaigns. If you really want to succeed with your email marketing drives, you have to take the following points into consideration when writing your emails.

1. Taking care of the way you compose your email SUBJECT LINE is one of the most important factors in writing effective email messages. Your subject line should be brief but giving the message you want to convey to your readers. If the subject line fails to attract your readers’ attention, they will see no reason why they open to read your messages. Learn techniques of how to write attention grabbing subject lines or headlines. Remember that a powerful subject line or headline is a key aspect of writing effective emails.

2. Learn how to use the Carbon Copy (Cc) and the Blind Carbon Copy (Bcc) sections well. When sending your email messages to more than one person, it’s important for you NOT to place the rest of the email addresses in the Carbon Copy Section because they will be read by all your recipients. To avoid this happening, place the additional email addresses in the Blind Carbon Copy section. The addresses will not be viewed by other recipients, who will receive your messages.

3. Use opening questions when starting your messages. Knowing how to compose attention grabbing questions at the beginning of your mails is an important factor in writing effective emails.

4. Call for action when ending your email messages. Remember that the purpose of your messages is to turn your visitors into buyers. It’s therefore important to learn various techniques of ending your messages with a call for action if you want your messages to be effective.

5. Writing effective email messages requires you to use the best email format. Although people may prefer using HTML format for various reasons, text format is still the best option because not all your readers will be able to view your message in HTML The best way of writing effective email messages is by using the two versions to accommodate all your readers. But if you are not conversant with HTML, then text is the only option you have.

6. Personalizing your emails is an attention grabbing way of writing effective email messages. When you are writing your headlines and message body, it’s effective to refer to your recipients by their names. People respond positively when they perceive themselves as being part of your group.

7. Mind about the length of your email lines. When typing your emails, try to limit each line to not more than 65 characters because some email programs do not automatically wrap the text. If you do not do this, some of your email recipients may either receive your email message as one long sentence or a zigzagged kind of text with lines not proportionately distributed.

8. Use links well. When placing web addresses in your email messages, begin the addresses with http:// but not with www because some email programs may not automatically create live links with only www. Additionally, when including an email address within your email message, always include “mailto” to create a live link.

9. State the benefits clearly. Writing effective email messages entails pointing out the benefits of buying your products or using your services. Your email message is like your ad copy or sales copy. People are more likely to take action if they can see realistic benefits in your messages.

10. Last but not least, write your email messages in easy and understand English. Remember that you are writing to make a sale and to make sense as well. Simple English will enable your readers to understand your messages properly.

Good Methods of Writing Successful Marketing Emails

In our modern world, emails are replacing traditional mails in an incredible speed. People will no longer have to go to the post office to send mails and wait several days for their mails to be delivered. It only takes seconds or less for an email to arrive in the recipient’s inbox.

With only a few mouse clicks, businesses can send marketing emails to millions of customers, and email is completely free. Email marketing is a cheap and effective online marketing channel. However, it would annoy email users if used improperly. You might be put in the spam list, which might lead to the failure of your promotion campaigns in the future. The following methods will help you develop an effective email marketing campaign in the long term:

If you have a website with a fair number of daily visitors, then let them subscribe their email address to receive newsletters (about new products, special offers, sale-offs and so on) from your company. In this case, your customers actively ask for the information they need. Let your customers select the kinds of information they want to receive. This makes them feel comfortable when they subscribe. More customers subscribing for newsletters means they are more concerned with the information you provide.

Firstly, give your email a title which is similar to a news headline, along with your offers. Your must choose the email’s title very carefully. It should be suitable for your audience, clear in meaning in order to avoid misunderstanding, easy to understand and specific enough not to cause confusion. It is best to mention the benefits in the email’s subject so that the receivers can be impressed immediately when they saw the email in their inboxes. For example, a good title might be “Washing machine sale-off up to 40% this summer”

Secondly, the content of an email should not be long. Try to focus on the offer(s) that you mentioned in the email’s subject. You should keep the message short and go straight to the point. This is very important as it affects whether the receivers continue to read or not. Never offer many products at once or your customers will feel overwhelmed and uncomfortable. You should include important details such as price, payment methods or shipping because this saves your customers a lot of time looking up those information on your website. You can also quote press releases about the quality of your products or services in the email. Other information or materials like user manual or product specifications should be linked using hyperlinks from the email.

Next, design the email as simple as possible. You can insert images to demonstrate your product, use colors to highlight the most important parts. The space between sections or paragraphs should be doubled. Avoid writing unnecessary things or leaving your content unorganized. All-capitalized sentences and the use of too many exclamatory sentences are strongly discouraged.

Last but not least, in the email’s footer, you should repeat the benefits that your customers can get if they place orders during the time of your marketing campaign. Do not forget to give your best wishes to the receivers and express special thanks for reading the email. Do take note that you should give your subscribers the option to opt out of the mailing list. This will only strengthen your customers’ impression about your company.

In short, to create an effective marketing email is not too difficult if you follow the suggestions above. Customers are always interested in benefits and offers and they are willing to receive your emails as long as you give them what they want. That will surely increase your revenue significantly.

Email Marketing Changed the World

Email marketing is a process of direct marketing that relies on electronic mail in order to communicate fund raising or commercial messages to the clients which means that each and every single email that reaches a client is part of the process. It is considered to be a great way to form different types of relationships with people on your list and don’t lose contact, while getting more business without having to do any other activities. This notion is used to refer to enhancing merchant – customer relationships while sending emails and encourage client loyalty.

Emails can also be sent to acquire new clients or to convince actual ones to purchase various products immediately. Email marketing consists as well in posting advertisements to emails sent by different firms to their clients and sending emails through the internet which is the only possible mean for that to happen.

The advantages of using this form of advertising are numerous. First of all it is said to be one of the most effective tactics of marketing via the internet. More than generous numbers of subscribers have agreed to receive scheduled email notifications on different subjects they are interested, not to mention the fact that half of all internet users send or check emails on daily basis. It is also relatively low budget as the effectiveness of email marketing is 20 times bigger than that of the direct mail as usually people are more inclined to open and read an email than to open direct mail packages. Studies concluded by the Direct Marketing Association concluded that traditional methods of advertising are no match to the response rate of emails which is 50 times greater.

The disadvantages reported by different email services companies refer to email deliverability which is still a problem for marketers who are legitimate as the averaged delivery rate is of 56% while 20% of the emails were rejected. All companies must verify that their programs respect spam laws. Aside from respecting all legal requirements, the so called “email service providers” started helping clients to manage and establish personal email marketing campaigns, providing assistance and statistics regarding the number of emails that were received and opened and if any links were clicked.

This process should be used as a method of balancing marketing campaigns. The secrets are truly easy to access and guarantee the lucrative nature of such a simple way of advertising. The world has changed fundamentally and the way it works too and all we have to do is to adapt and embrace all the technological advantages that are out there.