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Robby: The branded podcast
with Robby Fowler, episode 90.

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5 reasons you should not rely on
social media to market your consulting

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or coaching personal brand business.

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Hi, I'm Robby Fowler, a business
strategist, helping consulting and

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coaching personal brands grow a more
profitable business at a life-giving pace.

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It's been a while since I've done a fuller
episode outside of the brand ed bullet.

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My plan is to do a few more of
these to keep them short and

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simple and sweet to share something
valuable, but not super lengthy.

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And also share this information with my
email list in written form so you can

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get it whatever way you prefer it in your
inbox or you can come listen here or both.

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Today's topic is five reasons to not rely
on social media to market your business,

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or another way to think about it.

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Five reasons to at least reconsider
the way you're using social media

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to market your consulting business.

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I'm not telling you not to use social.

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I'm just going to give us five things
to think about maybe to reconsider.

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Social media and the way we use
that to market our consulting or

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coaching personal brand businesses.

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Reason number one, Facebook and
therefore Instagram posted its first

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ever yearly decline in revenue.

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That means the game is changing.

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Much of that revenue loss probably
could be attributed to Tik TOK,

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the rise of tic What's interesting
is Tik TOK would describe itself

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as an entertainment platform.

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And I would say Facebook and Instagram.

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That's a social media or those
are social media platforms.

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That means fundamentally Facebook started.

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As a way to connect relationally
with other people, tick talk, as

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it comes along later, it says, no
we're about entertainment and just

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providing short video entertainment.

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Regardless the game is changing
and when Facebook loses revenue.

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They're going to do something about that.

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And that's why we should
reconsider at the very least using

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social to market your business.

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The game is changing.

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It already has.

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And you've probably noticed this.

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The way, this changes the game is.

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Just because you have more
followers on Facebook or Instagram.

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Does not necessarily mean you're going to
get your content in front of more people.

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So if you added a hundred followers
this month, for example, on Facebook

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or Instagram and you publish content
that does not mean a hundred more

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people are going to see your content.

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Then the last month, the previous

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Essentially Facebook is going to
probably keep turning up the dial.

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On profit over people, meaning you
will have to pay more to connect with

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more of your own followers to get
your content out in front of them.

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So that's just something to consider
as the landscape continues to change.

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It's a reason to think through,  how much
do I want to rely on these platforms?

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Facebook's priority is going
to be their own profit.

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It's going to be their profit
over your profit or my profit.

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So even though we may be frustrated by
the fact that when I post content less and

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less and less people see it, regardless
of the number of followers I have.

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They're going to prioritize
their profit over your profit.

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That's something to keep in mind, as
you're thinking about using social media.

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Reason number two is your own personality,
your own wiring, your own makeup.

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Here's what I mean.

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Some people love social media.

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They have an affinity for it.

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They're in a stage or time of life
where they have the space to spend

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time on social media, both creating
content and consuming content.

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Some people are more extroverted.

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There's lots of reasons why
social media is more appealing

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to some less appealing to others.

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So it's worth reconsidering social
media to market your business.

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By first, starting with you,
your own wiring, your own makeup.

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And not to assume just because
everyone else tells you that

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you must go use these platforms.

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That that's what you have to do, or
you have to do it at a particular pace.

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Create the amount of content
that other people are creating.

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It's just worth reconsidering.

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Pay attention to how you're wired.

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Rather than one size fits all
regardless, you may need to use those.

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You may have to push yourself
beyond your boundaries.

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I'm not suggesting that, but it's
at least worth reconsidering.

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What is my own personality?

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What do I have an affinity for?

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And use that as your thinking about
how you want to use these platforms and

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whether or not you want to use them to
market your personal brand business.

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Reason number three information
overload and your own responsibility.

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I'm going to share a quick story from
one of my favorite books, it's Range,

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by David Epstein and he tells the story.

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Of Don Swanson.

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Swanson earned his physics PhD in 1952.

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So you've got a super smart physicist.

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The university of Chicago, about 10
years later, hire Swanson to be the

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Dean of the graduate library school.

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So now he's gone from PhD physicist.

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To managing the library at
the university of Chicago.

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Swanson became concerned about the
increasing specialization that he

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was noticing because specializations
were leaning to more and more

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publications that catered only to
a very small group of specialists.

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And he thought that was
stifling creativity.

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Here's the interesting quote.

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He says, quote, the disparity between
the total quantity of recorded knowledge.

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And the limited human capacity to
assimilate it as not only enormous

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now,  but grows unremittingly.

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In other words, here's Swanson back
in 1963, looking at the library at

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the university of Chicago and saying
there's already too much information

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in here for anyone to assimilate
and therefore make it useful.

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I think that's very analogous
to we're in the information age.

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Social media.

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Ask us to just be
constantly posting stuff.

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Adding to just the information overload.

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And I think maybe.

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As we reconsider this it's maybe
analogous to your responsibility.

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In relation to the environment
and relationship to our planet.

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And that is what is your responsibility
just for your small part.

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To say.

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Do I need to push this out on social
or am I just adding to the already.

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The information overload
that's out there, which.

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Entices people to come
consume that information.

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Perhaps we would be better served if
we publish less curated more and said,

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rather than publish 15 things today,
maybe I only published two things this

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week and those two things are going to
be the best of the best of the best.

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It's just worth reconsidering,
how we're using social media.

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To say, do I want to continue
to contribute to the pollution?

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The information pollution
that's out there.

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And is rampant on these platforms--it's
just something worth considering.

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Reason number four.

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Reframe the way you think about.

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Email.

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What if you used your email list a little
more, like you use social media, that

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would be emails that maybe are shorter.

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Maybe they're lighter and tone.

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You send them out more frequently.

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And when you hit send.

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You know, they go to
every single subscriber.

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When you publish on social, like we
mentioned earlier, Fewer and fewer of

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your followers actually see the content.

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And most of us think that email is
something completely different, but

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we could reframe the way we think
about email and use it a little more.

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Like we use social media
it's worth considering.

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Reason number five.

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Consider your answer to this question.

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How much would you love it?

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If you did not have to rely on
social media,   but knew you

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could still grow your business.

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I've heard a, several different
people in the last week or two.

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Hint at some form of that, something like,
oh man, if I didn't have to use social

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media, To grow my business or my brand.

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Oh, that would be such a relief,
such a weight off of my shoulders.

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So, if you've ever felt that way before,
I would say that's a production issue.

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It's the demand you feel as a consultant
or a coach or a personal brand that you

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have to go produce social media content.

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It's like another job description
or expectation that's been put

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on you that feels many times
overwhelming, very demanding.

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Well consider this.

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If that's the way you feel like,
oh, I just wish I didn't have

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to do that or worry about that.

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Then it's worth asking.

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I wonder how many of my followers.

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I would also love to be
able to connect with me.

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Learn from me, have some
sort of relationship with me.

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Without having to go to social media.

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In other words.

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If I'm feeling that way,  I I wonder
how many of my followers feel the

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same way that they also would like to
be spending less time on social  in

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order to be able to connect with me.

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So there are five reasons to not rely
on social media or at least reconsider

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how you rely on social media to market
your business, to run down through those

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again, real quick, Facebook is declining.

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And so they're going to put the squeeze on
your content, getting to your followers.

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Reason number two, your own personality
may make it not so enjoyable to constantly

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be pushing content out on social media.

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Number three, what is your own
responsibility and your contribution

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to the information pollution and the
quantity of information that's out there.

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Maybe you need to dial back
on social media as part of

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your own stewardship, reason.

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Number four.

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What if you used your email?

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Email more like you use social.

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And reason number five.

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How fun would it be to
rely less on social?

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To grow your own business.

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If you're inclined to say that
would be such a relief, perhaps

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your audience would agree.

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If you enjoyed this episode,
please share it with a friend.

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Also make sure you check the
show notes, hop on my email list.

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That's where you will find my best
stuff,  including free training

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that I offer almost every month.

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Until the next episode go
and build a life-giving brand