JOHN  CARLTON  ACTION  SEMINAR  

CORONADO  BAY,  SAN  DIEGO  CALIFORNIA

Review by James Schramkohttp://www.InternetMarketingSpeed.com/

©2010

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Why  make  this  report?

James  Schramko  travels  a  lot  and  as  part  of  his  ongoing  commitment  to  members  of   his   SuperFastResults   community   he   always   shares   the   best   of   the   great  informaHon   he  uncovers.  This   is   a  report  derived   from   a  webinar   he   presented  inside  the  paid  members  community.  John  Carlton  is  a  thought  leader  and  it  must  be  said   that  many   of   the  concepts  we  hear  in  markeHng  circles  were  coined  and  innovated  by  him.  He  has  an  excellent  copywriHng  course  here

How  to  choose  an  event?

Ask   these   quesHons:  What  do   you   get   for   $5,000?   Is   it  worthwhile?  Will   I  get  a  return  on   investment;  for  my   Hme   and   energy?   Choose  “content”  events  where  there  are  quality   people  over  the   done   to  death   90  minute   slot  pitch   fests   with  greedy  salesmen.  

PREPARATION  /  TRAVEL  TIPS

Bring   the   basic   essenHals   in   your   travel-‐on   luggage   like   underpants,   cables   and  toothbrush   in   case  the  airport  loses   your  bags.  Other   important  things  would  be  your  passport,  money  (local   currency  if  you’re  going  abroad),  and  your   iPhone  to  keep  in  touch  with  your  business  and  be  available  to  contact  during  emergencies.  It  would  also   be  wise  to   check   the  weather   at  your  desHnaHon   so   you   can  pack  accordingly.

While   traveling,  watch   movies,   it   gives   you   new  perspecHve.  Eavesdropping   on  other   people’s   conversaHons   lets   you   know  what  they’re   thinking  and  gives   you  ideas.  Read  a  book.  Have  a  chat  with   the  driver,  find  out  what's   going  on   in   the  world  and  get  insights  into  the  society.

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http://www.superfastresults.com/invitedhttp://www.superfastresults.com/invitedhttp://www.carltoncopywriter.comhttp://www.carltoncopywriter.com

RUN  YOUR  BUSINESS  WHILE  YOU  ARE  AWAY

To  keep   in   touch,  bring  your   iPhone  or   some  sort  of   smart  phone.  Set  filters   on  your  email   in   such   a  way   that   you   immediately   get   the  essenHal   and   important  ones.  An  applicaHon  like  Basecamp  helps  managing  your  business  easier.  Set  up  a  Support  Desk   to   have   someone   else   do   the   smaller   tasks   like   answering  simple  quesHons  for  you.  Be  ready  with  a  portable  internet  device  or  an  “internet  sHck”.  

TAKE  NOTES

• Write  using  pen  and  paper.  Journals  are  be_er  for  the  long  term.• Transfer  notes  on  an  applicaHon  as  “to  do”  notes  or  acHon  items.

PREPARE  FOR  A  PRESENTATION

I  was  asked  to  do  a  one-‐hour   impromptu   presentaHon  and  here  are  some  Hps   if  you’re  ever  in  the  same  situaHon.

• Be  ready  with  a  template.  It  could  be  materials   that  you  have  already  used  in  the  past  which  can  be  repurposed.

• Survey   your   audience  or   have   someone   do   it   for   you.  Listen   to   quesHons  being   asked   by   the   crowd   to   other   speakers   to   see   what   their   biggest  concerns  are.  Make  a  summary  of  what’s  already  happened  before  you  and  build  your  presentaHon  around  these  quesHons.

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NETWORKING

• Smile.

• Talk  to  everyone.

• Be  available.

• Be  sincere.

• Know  the  plan.

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HIGHLIGHTS• Mastermind  Aspect  –  John  Carlton  emphasized  one  of  the  principles   in  the  

book   Think   and   Grow   Rich   by  Napoleon  Hill   is   that  you  need   to   surround  yourself  with  people  in  your  industry  who  are  at  the  top  of  their  game.  

• Knowing  why  you're   trying  to   do   something   is   one  of   the  most   important  elements  of  taking  acHon.  

• Crea3ng  a  pull  market  is   having  people  come  to  you.  Have  others  endorse  you   by   giving   them   value.   Helping   others   improve   their   business   creates  good  will  and  the  next  Hme  someone  asks   them  about  it,  they  will  menHon  you.

• Clarity  of  vision.  You  must  know  what  your  goal  looks  like.  The  reason  why  many  fail   is   they  don't  know  what  it   looks  like  when  they   get  it  right.  They  don't  know  where  they’re  going.  You  can't  get  to  where  you're  going  unless  you  know  where  it  is.

• U3liza3on.  Using  informaHon   that  comes  up   in   conversaHons  and  building  on   examples   that   have   been   presented.  To   be   successful,  be   curious,  ask  quesHons  and  incorporate  as  you  go.

• Build   joint   venture   deals.   Example:   At   this   event,   I   was   surrounded   by  copywriters  and   I  got  an  idea.  Because  I  have  a  distribuHon  network,  I  have  affiliates   and   I   like   managing   projects   why   don’t   I   start   Superfast  CopywriHng?   I   can   sell   these   copywriters   for   set  packages   and   I’ll   let  my  affiliates   sell   it.   Now   the   $5,000.00   investment   starts   to   look   like   a   very  smart  idea  and  was  a  good  way  to  spend  4  or  5  days  of  my  life.

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• Think  like  a  fish.  Put  yourself  in  your  customers’  shoes.o Who  they  are?o What  keeps  them  up  at  night?o What’s  going  through  their  mind?o What  conversaHons  are  they  having  with  themselves?o What  are  their  pains?

• “Experience  lock".  Puhng  yourself   in   the  moment  and  take  everything  in,  the   weather,   the   accent,   people’s   behavior.  This   will   help   you   know  who  your  clients  are  on  that  side  of  the  world  if  you  are  only  visiHng.  

• How  to  profit  from  an  event  (making  it  pay  for  itself).o Promote  the  event  prior  as  an  affiliate.o Sell  at  event  but  without  force.o Promote  the  aier  event  product  or  related  author  products.o Implement  profit  ideas  you  learn.o Create  new  relaHonships  that  become  assets  and  allies.o Create  massive  value  for  others  so  the  law  of  reciprocity  comes  back.

• Merchant  applica3on

o Go  with  a  local  bank.

o Build  history.

o It  is  a  LOAN.

o Communicate  prior  to  launches.

• Licensing   deals.   This   is   another   smart   way   of   making   money.   Example:  paying  once  for  a  sales   le_er  and  then  reselling  that  to  others   in  the  same  industry.  This  can  be  applied  on  mulHple  layers  of  your  business.

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• Webinars.

o What  is  a  webinar?

o Why  you  should  be  doing  them?

o How  to  run  them?

o Other  variables  like  should  it  be  automated,  custom  or  live?

• Take  videos  and  pictures.  This  will  drive  visitors   to   your  site  as  well  as   the  other  person’s  site  when  you  menHon  other  people  in  your  industry.

• Mentor  Students.  Find  a  person  who’s  got  huge  opportuniHes  that  will  lead  to   enormous   growth   for   his/her   business   as   you   work   together.   It   also  unlocks   a   few   ideas   for   you   as   well   because   of   the   challenges   that   they  present  you.  I  realized  how  much   informaHon   I  am  sihng  on  that  I  haven’t  ever  revealed  to  anybody  because  mentees  specific  situaHon  has  caused  me  to  unlock  some  secrets  such  as,

o How  to  structure  a  presentaHon  properly.o If  you  want  to  become   an  authority   the  best  you   can  do   is   stand   in  

front  of  a  large  crowd  and  deliver  good  content.

• Purchase   requests.   Even   though   I  didn’t   go   there   to   sell   anything,   I   had  people  come  up  to  me  asking  how  they  can  buy  my  stuff.

• Story  telling.  Masterful  storytellers  can  move  a  person  from  where  they  are  to  where  they  need  them  to  be  using  a  story.

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PEOPLE  AT  THE  EVENT

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Brian  Johnson

Strategic  ProfitsWorks  with  Jay  Abraham  and  Brian  Tracy

Wine  bloggerMusician  &  Pilot

Discussion  points:• Hire  generalists   in   your   company   to   run   the  specialists.  When   you  want  a  

key   person   in   the   company   to   really   grow,   you   can   have   a   generalist   to  manage  everything  else.

• Build   a  system.  This  flowchart   is   like  a  million  dollar  blueprint  that  they’ve  been   tesHng.  I’ve  seen   it  and  I  know  what  it  does  and  I’ll  be  using  it  in  my  system.

• Know   your  mission.  He’s   adamant   that   you’ve   got   to   know   where   you’re  going  if  you  really  want  to  get  there.

• He’s  an  expert  in  email  sequencing.  He’s  smart  at  gehng  emails  tagged  and  labeled   and  be  event  driven   and   to  make   sure   that  the   customer   is   going  through  a  set  sequence  that  opHmizes  the  output.

• Flowcharts.  You   should  put  your   process   into   a   flowchart  so   that  you   can  see  what  it  looks  like  and  work  on  it  in  li_le  bits  at  a  Hme.

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MaryEllen  Tribby(Ran  Agora  Publishing)

Her  business  now  caters  to  women  working  from  home

Discussion  points:• Research  Market.  See   the   first  and   second   players,   you   don’t  want  to   be  

first  in  the  market,  that’s  a  sure  sign  that  you’re  about  to  fail.• IdenHfy   the  gap  and  then  move  in  with  a  twist.  If  you’re  second  or  third   in  

the  market,  you   need   to  have  a  twist.  That’s  exactly  what  she’s   done  with  her   brand   new  business.  She’s   found   that   it’s   a  huge  market,   it’s   serviced  very   poorly   and   she’s   going   in   with   a  twist,   running   it   like   a   billion   dollar  corporaHon.   She   has   a   team,   she   has   outsourcers,   and   she’s   got   great  content.

• We  sat  down  and  talked  for  an  hour  about  our  businesses  and  worked  out  what  was  working  really  well   for  me  that  she  could  quickly   emulate.  I  told  her  I’d  be  watching  her  business  like  a  hawk  and  demanded  that  she  tell  me  what’s  working  so  I  could  put  it  into  my  business!

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Robert  GibsonOne  of  John’s  inside  writers

Expert  at  gehng  people  published  in  the  media

Discussion  points:• You  have  to  really  know  who  you're  dealing  with.  When  you’re  dealing  with  

media  and  you’re  doing  press  releases  trying  to  get  people  on  to  TV  shows  and  radio  shows.

• Research  every  Hme.  When  you  put  your  story  into  the  media,  they  can  spin  it  good  or  bad  and  if  you  do  your  research,  you’ll  get  success.

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David  DeutschAn  A-‐List  writer  (John  Carlton  invented  this  term)Hired  by  some  of  the  worlds  largest  organizaHons  to  write  their  power  pulling  million  dollar  copy

Discussion  points:• Bullets   first.  They   should   be   like  headlines,   they   should   be   powerful,  once  

you  write  the  bullets,  it’s   easier  to   idenHfy   the  headline,  the  body   and  put  them  all  together.

• Deadlines  are  a  must.  If  you  cannot  adhere  to  a  deadline,  you  cannot  be  an  A-‐Lister.   This   involves   meHculous   preparaHon.   John   Carlton   has   been  credited  with  teaching  the  importance  deadlines.

 

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Kevin  RogersOne  of  John’s  inside  writersCopywriter/ex-‐comedian

Discussion  points:• Be   disciplined   and   thorough.   He   presents   proof   by   researching   facts   and  

giving  specific  examples.• Humor  threading  works  well   in  storytelling.  You  pick  a  topic  and  you  thread  

it  in   and  out.  They  always  find  pain  points  and  push   it,  some  people  move  towards  things,  some  people  move  away;  comedians  find  a  way  to  push  the  things  that  people  are  scared  of  and  agitate  it.

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Bond  HalbertAka  ‘Bondodog’  

Son  of  late  Gary  Halbert  and  target  of  the  now  famous  ‘Boron  le_ers’.    

Discussion  points:• Bond  echoes  his  fathers  famous  senHments  that  “all  clients  suck”,  “all  banks  

suck”.   When   you   write   powerful   copy,   you   may   make   more   sales   than  they’re   comfortable   processing   for   you.   Clients   can   be   really   difficult   but  your  toughest  client  is  yourself.

• Bond   like   his   father  will   listen   to   everyday   conversaHons.   Example,   when  someone  says,  “I  just  spent  ten  thousand  dollars  on   that”,  they’d   turn  and  ask,  “What  did  you  spend  ten  thousand  on?  Why  did  you  spend?  What  was  it  about  it  that  made  you  interested?  It  must  have  been  good,  tell  me  about  it.  What  was  going  through  your  mind?”.  Then  they  zoom  in  on  that  market  and   find   the  moHvaHon,   they   get   the   hook.   Then   they   simmer   into   that  idea,   ask   people   about   it,   they   sit   down   and   knock   out   that   le_er,   near  perfect  by  the  end.

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John  CarltonWorlds  greatest  living  Copywriter!

Discussion  points:• Use  a  pen  and  paper.• PracHce  using  emails  to  improve  wriHng  techniques.• Have   a   Stan.   (Stan   Dahl   is   a   business   partner)   If   you’re   really   good   at  

something,   consider   partnership   with   someone   who’s   good   at   the   other  stuff  so  you  can  complement  each  other.

• Work  on   the  hook  first  and  then  find  something  to   sell.    Oien  they  would  create  a  product  because  the  hook  was  so  good.  Example,  they  find  a  one-‐legged   golfer,   they   knew   that  this   guy  was   going   to   sell.  So   find   the  hook  first  then  make  a  story  around  it  and  find  a  product.

• Mastermind.   John   talks   about   the   inner   circle,   and   he   rightly   says   the  people  on  the  inside  have  an  advantage  that  the  people  on   the  outside  do  not.  Once  you   get  in,  that’s   when   things   take  off.  You  can’t  help   but  have  opportunity.

• How   to   write   a  book.  Put  up   –   John   called   them  cards   –  but   let’s   say   ten  large  post-‐it  notes   for  each  chapter  of  your  book  on   the  wall  and  eighteen  notes   under   that  which  make   up   the  pages.   You   can   start   anywhere   you  want  in  the  book,  pull  the  post-‐it  notes  from  the  wall,  write  the  chapter  and  then  put  it  back  on  the  wall.  By  the  Hme  you’ve  done  it  you  have  your  book.

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Stan  Dahl

Discussion  points:• Take  acHon.• Gather   the  macro   and  pick   one.  Don’t  spend   too  much  Hme  on  one   thing  

because  it  will  change,  it  will  evolve.• Test  assumpHons.  If  five  people  tell  him  something,  he  will  go  out  and  test  it  

to  prove  himself  right  or  wrong.

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Harlan  Kilstein

Discussion  points:• Write   for   yourself.   If   you   are  a  copywriter,  write   one   sales   le_er   for   your  

client  and  one  for  you  unHl   you  can   just  write  for  yourself.  You  can  make  a  lot  of  money  being  a  copywriter  for  yourself.

• Outsource   product   creaHon   technique.   Get   a   book,   ship   it   to   your  outsourcer,  get  them  to  rewrite  it,  look  for  what’s  missing  and  cover  that.  

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Big  JasonEmail  conversion  expert

Discussion  points:• HTML  emails   +  plain   text.  He   teaches   that   you   should   send   HTML   emails  

plus   plain   text.   HTML   emails   are   good   for   tracking   and   offers   the   same  deliverability.  

• Track  open  and  click  rates.• Use  pictures  in  emails.  • Professional  soluHons  are  best.  Don’t  try  and  run  emails  on  your  own  server  

and  if  you  have  affiliates,  tell  them  to  change  their  domain  name  to  redirect  so  that  your  website  domain  don’t  get  banned  or  blocked.

• No  cheaHng!  Use  a  spam  checker  and  try  to  keep  it  under  the  filter.• Misspelled  words  like  FR-‐e-‐e  or  FR*ee  do  not  fool  anyone  but  you!• Let  people  unsubscribe  easily  to  avoid  complaints  and  bad  will.

©2010

Joe  PolishPirana  MarkeHng

Discussion  points:• Read  the  NEW  4-‐hour  work  week  book.• Interview  experts.  Decide  what  you  want  then  help  others  get  it  too.

©2010

Teran  DalePPC  specialist

Discussion  points:• Pay  a_enHon  to  Google’s  rules.

• Read  the  official  Google  ad  words  training.

• Don’t  try  and  trick  Google.

• Relevance  is  the  key.

©2010

Mike  KoenigsVideo  DistribuHon  Guru

Discussion  points:• Eat  less  sugar  if  you  want  to  lose  weight.• Kodak   Z8  has   a  microphone   jack,  it’s   the  current  best  pracHce  in  portable  

videography.• Use  video  in  your  markeHng• Apps  and  mobile  markeHng  are  going  to  be  huge  with  devices  like  the  iPad.

©2010

http://www.traffficgeyser.comhttp://www.traffficgeyser.com

James  SchramkoInternet  Marketer

Discussion  points:• Avoid  doing  things  we  know  we  should  not  be  doing!• Remove  self  limits  and  take  the  RIGHT  acHon.• Ask   be_er   quesHons,   “why   do   I   have   this   job?”   It’s   because   I   set   low  

standards   for  myself,  because  I'm  scared  of  what  could  happen   if  things  go  right.

• Solve  problems,  you  will  make  money.  It’s  impossible  to  solve  problems  and  not  make  money.  People  want  soluHons  and  they  will  pay  you.

• Carts  and  payments.o Paypal’s  monthly   reminders,   negaHve?   If   you   provide   good   value,   if  

you  offer   incredible  service,  it  could  be  a  reminder  of   the  value  your  customers  are  receiving.

o Forced   conHnuity   bad?   (visa,   mastercard,   etc).   It’s   only   bad   if   you  trick  people.

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Summary  notes

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• It  is  ok  to  tell  people  they  cannot  have  it,  “this  may  not  be  for  you,  but  if  it's  not  right  for  you  don't  worry.”

• If  something  sells  too  fast,  put  the  price  up!

• Further  define  your  customer,  filter  accordingly.• Put  more  energy  into  sales  le_ers  or  videos.• CopywriHng  drives  everything  else.• Write  a  book  for  authority.• Offline  media.

o Radio  is  cheap.o Press  releases.o Print  media  drive  to  web  beats  phone  calls.

• Survey  your  clients  to  deliver  good  content.• Increase  proof  elements.• Relax.  • Get  powerful  endorsements.

POST  TRIP  ACTION  ITEMS

• Go  back  to  your  rouHne  as  quick  as  you  can.• Choose  not  to  worry  about  jet  lag,  Hme  difference  and  such.• Get  back  to  your  project  system  (basecamphq).

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Q&A  /  Comments  (from  webinar)

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1. Amazon  has  a  self-‐publishing  service  called  CreateSpace.  

Yes,   you   can   publish   things   and   print   on   demand.  You   don’t  need   fiieen  thousand  books  to  get  published.

2. Can  you  talk  about  some  elements  or  components  of  a  webinar?

The  main  components  are  1.  Announce  in  advance,  2.  Schedule  when  your  target  audience  is  available,  3.  If  selling,  deliver  a  strong  call  to  acHon  in  the  end.

3. How  should  I  best  promote  products?

Go   and   see   what   other  people   are   doing.   The  market  will   tell   you.   Some  affiliates   are  taking  out  print  media,  press   releases,  some  have  arranged   a  private  webinar  with   the  vendor,  we’re  doing  it   through   some  promoters,  and   there   are  also   affiliates   who   have   posted   bonuses   on   their   blogs.   If   I  was   promoHng   a  webinar,   I  would   do   it   like  how   one   of  my   affiliates   has  done;  he’s   organized   to   speak  with   groups   of  people.   I  know   that   face   to  face  selling  is   sHll   easiest.  If  they  can   see  you,  ask   quesHons,  you  will  have  good  conversion,  that’s  why  I  occasionally  speak  in  front  of  a  live  audience.  

4. When  doing  a  video  sales  presentaHon,  how  should  you  be  dressed?  Formal  or  a  relaxed  casual  look?

Match  your  market.  I  went  to  a  Mercedes-‐Benz  dealership   today  and  I  was  wearing  a  t-‐shirt  and   jeans   because   that’s   my  market   and   I’m   an   internet  marketer,  I’m  not  going  to   dress   up  in   a  suit  and  He,  that  is   a  deal  breaker  for  me.

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5. Basecamphq  is  an  online  applicaHon?

Basecamphq  is  an  online  program  where  you  can  manage  your  projects  and  all  of  your  contractors.

6. Can  you  give  your  top  two  takeaways?

I  was   sihng  with  markeHng  royalty,  hopefully   I’ve  revealed  some  of  this   in  my  presentaHon  and  you  will  see  this  in  my  work,  I  will   improve.  Go  to  LIVE  events!

7. When   you  go   to   events,  how  do   you  get   to   hang  out  with   the  royalHes   if  you’re  a  guppy  in  the  pond?  

It’s  easy,  just  be  nice  to  people.  One  trick  I  can  give  you  is  you  only  have  to  know  one  person,  have  some  connecHon  with  them.  They  will  connect  you  to  others.

8. What  is  a  good  membership  plugin  for  wordpress?

I’ll  be  using  the  Member  Lock  with  Nanacast.

9.  It  was  menHoned  that  John’s  pages  are  oien   long  and  drawn  out,  do   they  increase  conversion  rate?  Can  they  be  short  and  sHll  address  clients’  needs?

John  Carlton   told  me  that  ‘a  page  needs  to  be  as   long  as   it  needs   to  be,  if  you  can   get  your  message  across   in   a  short  page,  great.  If   you  need  more  pages  to  describe  it,  then  it  has  to  be  longer.  Then  you  should  test  it.’

©2010

http://www.nanacaster.comhttp://www.nanacaster.com

One  thing  that  struck  me  was  how  so  many  of  John  Carlton’s  sayings  have  crept  into  the  ‘culture’.  The  insiders  know  where  this  stuff  came  from.

Here  are  my  favorite  John  Carlton  sayings  plucked  from  conversa3ons:

"You're  your  own  worst  client"“Write  the  bullets  first...  ““use  deadlines...  "“each  word  must  earn  its  place”“determine  copy  length  by  starHng  at  the  beginning  of  your  pitch  and  stopping  when  you're  done,  and  if  it's  long  copy,  then  so  be  it...”“Halbert  was  the  most  arrogant  bastard  I'd  ever  met,  and  I  liked  him  immediately"...

Visit  John  Carlton  on  his  blog

To   watch   the   webinar,   members   can   login   to   superfast   results   at:  www.superfastresults.com/member

Not  a  member?    bypass  the  usual  wai@ng  period  and  go  here

I  hope  you  enjoyed  the  report.  

Regards,

James  Schramko

P.S    remember:    hFp://www.ItsNotAboutTheWebsite.com  !

©2010

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