David Ubeda is the CEO of MRDEU Global Media, a B2B digital marketing services & VIP coaching agency helping B2B companies generate sales appointments consistently with our proprietary SAG strategy on LinkedIn.
David is a national level speaker and nationally featured author. His book, “Don’t Give Up! 5 Keys To Help You Through Life’s Holding Patterns” has helped thousands find direction when feeling stuck in their life, love, and business.
David has been a featured guest on nationally syndicated radio, The Profits Over Wages Podcast, The Liz Show, TBN, WGN, CLTV, PBS, The Strausburg Report, N’Digo Magazine and more.
David is a uniquely gifted national level communicator working with organizations like the Chicago Bears, NFL Alumni Association, Boys & Girls Clubs, Pro Sports Experience, and sharing the stage with featured artists like Tye Tribbett, Veronica Petrucci (Angelo & Veronica), Freddy Rodriguez, Brandon Roberson and more.
David is the Host of the popular Life Hacks for Entrepreneurs podcast which is now available on 10 platforms and heard in 10 countries.
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Hey, it’s David Ubeda here on the small business marketing Made Easy podcast with my boy, Cody Butler. And we’re going to go ahead and talk about some things that are going to help you accelerate the growth of your business on LinkedIn. So stay tuned.
It’s time for small business marketing Made Easy podcast, the fastest growing podcast for the business community with your host, acclaimed marketing trainer, international speaker and author of the best selling books got attitude, and the 90 day marketing plan. Cody Butler
Hey, Cody Butler here and welcome back to small business marketing made easy. I’m your host. And today we’ve got David ubaidah. His list of accomplishments are so long here, he’s worked with sporting stars, NFL teams, my goodness, the list goes on and on and on. And today we’re going to talk about using LinkedIn to set sales costs, get clients stuff like that, amongst other things. So welcome to the show, David, how’s it going?
My man, it’s all good. How are things in the land down under?
It’s really, really good. So for anybody that doesn’t know you, David, why don’t you take just a second, introduce yourself. Tell us a little bit about what you’ve done your background. And I want to talk to us about today.
Yeah, man. And again, thanks for having me on. It’s good to see you. So in a nutshell, what I do is, well, I only small but fierce. I want to stress but fierce digital marketing and coaching firm located in Chicago, Illinois, in the States. And I’ve been at this now going on about five years. And what we’re known for most is helping b2b companies or business to business companies that offer a service that can save time or money for other business for their clients. We help them generate sales appointments or sales calls and clients on LinkedIn with our si g strategy. And so today, we can tap into what the shg strategy looks like, how it can benefit, what are some tweaks that your listeners can actually implement today, so that they can make those changes today and start seeing results today.
I like it. So I say gee, I’m taking I’m assuming that’s an acronym David.
Yeah, it is. The acronym is for sales appointment generator. And ultimately, that was really the big shift for us, my man, it’s like, I know, we’ve chatted before. And, you know, one of your questions was like, hey, what, what took our business from four figures to five figures to six figures on a monthly basis. And for us, let me just say this, when I first started on LinkedIn, I thought it was for old people. I thought it was outdated. I thought it was like, Man, this is the most boring platform I’ve ever seen in my life. And quite honestly, I steered away from LinkedIn. That wasn’t real. And part of the reason was, because in that first year, I only generated 19, sales appointments for the entire year. So needless to say, I was like, This is not working. But I stuck with it, simply because I did see some traction. And then fast forward to 2019, we had refined the strategy to the point where in 2019, we generated 429, sales appointments all qualified, what we would call warm leads, or sales appointments. And the challenge for us was trying to keep up with them because we didn’t expect for all of these sales appointments to come in. But needless to say, they did come in and you know, once success will go ahead and be the you know, the impetus for then some more struggles, and then you figure that out, and then you go to the next level, then figure that out, and then so on. And so it never stops. But the shg strategy says when a generator is what got us from that 19 sales appointments in one year to 429. And then now we’ve we’ve got 264 clients that we’ve been working with now for the past five years as a result.
That’s amazing. Yeah, I love I love LinkedIn personally, for a number of reasons. One, it doesn’t require adspend. Right? So when you when you’re starting out, when you’re bootstrapping a business, and you’re getting going it’s like anywhere where you can save some money and generate revenue while while saving money is going to be a good thing as well. So I’m with you, Dave. I’m a big believer in LinkedIn. I’m an evangelist of LinkedIn. So what what is your strategy look like? Obviously, going from 19 leads to the when you started out to 420 leads, I think anybody listening to this that’s in the b2b space would be would be over the moon overjoyed with a fraction of the 429 days. So what are some things you can do if you’re just starting out with LinkedIn to get close to those numbers?
Yeah, man. So the first thing the first pivot, or that I had to accept was that there is no magic bullet on LinkedIn. And here’s okay. LinkedIn right now has about 670 5 million profiles that are active every month. Now, here’s the challenge, though. That has really developed over the past five to 10 years or so. And that is that now LinkedIn has become saturated with, with amateurs, I call them leg humpers, personally. And ultimately it’s that, you know, it’s that person that’s like, Hey, hey, you want to talk want to talk want to talk with us, that’s like, getting it all over the place, you’re like, whoa, whoa, slow it down, slow down. And we’ve gone away from, they’ve gone away from the original intention of LinkedIn, which was to network, to, to create relationships to bond to, to be able to go and build a network of people that, you know, there’s reciprocity, right? That you can help. So and so they can help you move your business along. Why? Because every single of the 16 million businesses that are on LinkedIn, all have a problem that needs solving all of them, whether you’re at a small business, or whether you’re a gazillion dollar business, there is a problem that needs to be fixed. And so what I tell folks is on LinkedIn, if you can position yourself the right way, you can come in and actually be of service to these other business, your constituents. So the big pivot is, number one, there is no magic bullet. And you’ve got to have a strategy, you’ve got to have a strategy, please do not be a leg humper that just create a message to send them to, hey, you want to call here’s my calendar link, without any type of work, or strategy or system in place to help you really get back to the basics, which is to network and create relationships on LinkedIn.
Yeah, I think I think that’s really good advice. I talked a lot of businesses about LinkedIn. And the thing you have to understand with LinkedIn, is that you it’s not Facebook, it’s not Twitter. It’s not a social platform. It’s not a social media platform. It’s a there’s only one reason somebody would be on LinkedIn. Yeah. And that’s business related side of the to get business or it’s to find services, stuff like that. Probably the prior, the prior right there on bit there on LinkedIn for one reason, and one reason that, especially if they’re active on LinkedIn, yeah, they’re there to find business. So that that’s the thing that I find is like, it’s okay to reach out to people on LinkedIn and do business much more so than Facebook, because people are on Facebook, because they want to look at pictures of cats and buy t shirts and all that kind of stuff, right? Whereas LinkedIn is completely different. So if you say like, Don’t Don’t be like that, that’s good. So what what, what’s the strategy? Like, I need to network you need to build a relationship, stuff like that. That’s great. That’s right, conceptually, what will be some practical steps? What that look like in a real practical situation?
Yeah, so one of the things I like to? That’s a great question, because one of the things I want your audience to leave with, like some some real value, so I’m going to go over the five pieces, and just give you the high level view of what makes up our strategy, right, because it’s one thing to say there’s a strategy where we go ahead and send an invitation, or, you know, you utilize one of the four different outreaches that LinkedIn allows you to have. But before you actually execute the actual strategy, there’s five things that we’ve discovered have to be in place in order for a, a strategy like ours to be effective. And again, this just took us years to develop. And we know it works now because we use it still. And our clients use it. And it’s been a beautiful synergy type of a situation. So the first thing that comprises Our strategy is targeting and those of us in our space, have probably heard that word, ad nauseum, right? Like, Oh, my gosh, another another turning. But our approach to targeting is just a little bit different. It’s not just creating an avatar and giving it a name, and you know, move on. Listen, personally, if you really were to just take inventory of who you vibe with, that the inciting incident for us when it comes to targeting is this, wouldn’t it? The question is this, wouldn’t you like to wake up every morning, and know that you are going to connect and vibe and serve our clients that you just totally love, and and connect with their synergy? There’s you guys are of like mind? Well, that doesn’t happen by accident. So instead of taking the approach that we once had when we first started, hey, as long as you’ve got a pulse and a credit card, we’re working together, right? We don’t we don’t suggest that anymore. It’s like Listen, man, why not take the time and actually get crystal clear with who your ideal client is? Who is it? Now it’s different from your vertical. Most people confuse the vertical for their client. That’s not who your ideal client is. Your vertical is one thing. But who is your ideal client within the vertical that you want to reach? That you know has a problem that you can solve in your sleep. And then you position yourself as the expert or the solution. As someone who gets it. That first piece targeting has to be completed. And that is mission critical. And that’s what we work on, walk our clients through, say, Listen, man, don’t send anything. Don’t Don’t market to anyone until you know exactly who it is that you are connecting with, you know, many times over the years, I’ve had prospects on the phone, tell me, oh, man, you’re like reading my mind. That’s right, because I know exactly who my ideal client is. I love my ideal client, and they know it, they can feel it, we vibe. So that’s the first piece the second piece is going to be taking that data, and then crafting organic sounding messages, not cookie and paste. In other words, how do you talk? Now when I was teaching at the university level I used to get, I was infuriated when I would get papers from my students, when they would go ahead and write them as if it was a text. Instead of writing up the word you they would put the letter you write or AR ar e, it’s art. No, this is this is academia spell out the word. But they taught me a lesson. They were writing the way they talked. And I was like, Damn,
why not create messages not with the U and R like they were writing. But with the same spirit, the same intent to make those messages sound organic, like they were written right down in there. That’s the secret to generating messages that really resonate with your ideal client, because you know who that person is the third thing that we the third step in our process is going to be optimizing your profile. And it’s making sure that your profiles messaging resonates with everything you’ve uncovered in step one, and two. And then your profile should be all about your clients problem. No one gives a crap, how many degrees you have, or how many cars you have, they have a problem, talk to the problem, communicate that you understand their problem, clearly, concisely. And that will engage them. So that the whole premise between between, or the whole premise that our strategy is founded on is the three E’s. That’s going to be engage, educate, and then enroll, engage, educate and enroll. Those are the three E’s. That is the foundation of our strategy. The fourth step in our strategy is going to be the rules of engagement. How many times have I seen clients over the years and we’ve had to correct it vomit, or try to make a sale on a LinkedIn thread. Don’t do that. If that’s you that you’re you’re immediately qualified as a late humper. Don’t do it. Don’t do it. Take the time to get to know that person. And if that vibe is right, make the invitation for a call a chat, it takes 1015 minutes, not a big deal. If someone is not willing to make that call, either they’re just not ready, or they’re not a legitimate candidate to work with. And that’s fine. They just did you a favor. The one thing I will say also about the rules of engagement is last year, we actually had to terminate a client, because the director of that particular company was utilizing LinkedIn like a dating website. And that’s a no no. It’s not Tinder, folks. LinkedIn is not Tinder, just in case you were wondering. Take that somewhere else. LinkedIn is not the place to do that. And the fifth thing, the fifth step that makes up our strategy is going to be retargeting. You have to you have to follow up by with an email. Okay, that means you’re getting off the noisy platform, and then getting into their email. And so the big tip there is making sure that you’re utilizing a non commercial grade email, software. All those guys are great. And if you see an email service that’s on TV, they’ve got the budget for it. And their open rates are usually between 15 to 18%. That’s not acceptable. Why not? Get an open rate of 50% or more. Is it possible? Absolutely. When you’ve got different strategic tools that some emails actually offer. And so one of the things I’ll mention as a as a freebie is connect 365 is Josh Turner, the creator of that software, great gentleman. And it is what we use and recommend, connect 365 as an email service, and here’s why we recommend it. It will not get caught into your spam folder, it will not be flagged as a commercial email, it’s going to arrive into your prospects inbox, as if it was an email from a friend. They’re going to open it, and all you want is an opportunity for them to open it. And if you have a kick ass message after you follow steps, 1234 and now five, that’s going to increase the likelihood of a conversion meaning some type of a conversation. Does that make sense?
Yeah, absolutely, man, I think I think that’s great. Great, great advice. So what about what do we what are you talking about time commitment wise? So how much of this is manual? So obviously, the 365 Park connects 365? I’m guessing that automated for the most part, right? But obviously, the steps one through four, one through four seem pretty pretty hands on. And I know you said there’s no silver bullet. And I absolutely agree and appreciate with that. So it’s like getting organic, getting your hands dirty, probably is going to be, you know, part of the process of what’s the average person looking at in terms of time commitment, and how can they reduce that commitment?
Yeah, that’s a great, great question. So what we tell our clients is, if your marketing efforts take more than 30 minutes a day to run, then it’s too complicated. So what I’ve explained to you is the groundwork that once that’s done, which is the most time consuming piece is actually going to require us to think, right, which it can be exhausting at times. However, once the groundwork is done and laid, it should not take you more than 30 minutes a day to actually run the automation tools that will reach out to your audience. And of course, the big thing with LinkedIn is, here’s another freebie, you’ve got to know what the limit is, in terms of the algorithm with how many messages you can send and to whom and when and where you’ve got to know those details, or you run the risk of getting flagged. I don’t know how many times I’ve had prospects, I just got shut down. I’m like, you know, in five years of running accounts, including our own, we’ve, we’ve never had an account flagged or restricted. Because we understand the algorithm and it takes time. You’ve got to know that information.
Sure. Yeah, absolutely. So I don’t want to I don’t want to dig too much into your proprietary information here. Because obviously, this is this is something that you offer. And it is this is proprietary. We can’t give it all away. So but as much as you’re comfortable to talk about at where does the automation start? Where does it stop in the manual takeover? And then the automation can start again?
Yeah, so when we work with clients, we work with them in two ways. And it’s going to be up to them, one where we do it for them. And then the other is where they do it themselves, but we walk them through it right. So steps one through four, are going to be manual, watching steps one through three are going to be more manual, steps four and five are automated. And then there are specific tools that we recommend. We don’t recommend Chrome extensions. And I think that’s the biggest mistake that the amateurs make. And that is, well, if I just go ahead and create this message and get this one Chrome extension and just, you know, bombard everyone that I’ve never met, then I’ll get some business, right, wrong, you’re going to get flagged. And I mean, for example, there are limitations to newer profiles, or even older profiles that if you don’t know what you’re doing, you’ll run the risk of getting again, shut down. And we don’t want that because LinkedIn is an amazing tool if used correctly.
Yeah, yeah, makes a lot of sense. So basically, you need to be taking the time to figure out exactly who your target market is. Who you vibe with, right? Which makes sense. I mean, I would say it’s easy for me because I’m marketing to myself I was I am my ideal market I’m on my target market, right so i love i love the idea of like, yeah, that that term, who do you vibe with as well I say I my ideal market because I know how people like me think I know how what the problems that people like me are facing I know that the pain, the pleasure, that what they’re pursuing what they’re running away from, so you got to know all of that stuff, right? I mean, we’re just talking. We’re talking marketing one on one and I think a good point to bring up at this point is a lot of people when we talk about LinkedIn or we talk about Facebook or Twitter or tik tok, it doesn’t matter, man. It’s like those Amelie delivery vehicles to deliver your message. The message has got to be on point.
Right? Great. They’re great platforms they really are. But it doesn’t guarantee God bless you, it doesn’t guarantee that it’s going to turn into anything profitable. It really doesn’t. It’s not the guarantee.
Yeah. I always liken it to back in back in, you know, my single days, man back in college and stuff like that people go on, you know, the girls are easy in this bar. It’s like, No, they’re not. It’s like those girls everywhere. It’s like the bar. It’s got nothing to do with it. It’s your approach. It’s your it’s how you talk. That’s tough. It’s like,
I love how you mentioned that because it reminded me I swear you I was just thinking about the bar thing. Because when people go to LinkedIn, it’s like they’re afraid to talk business. But everyone on LinkedIn is ready to talk business just like going to a bar. You don’t go to a bar and see a roomful of ladies and gentlemen, and think that they’re not there for a reason. It’s like, they’re there for a reason.
That’s right. I mean, the difference between the bar and church to a night and day, right? The people, the motivations of people, you know, the motivations of people in a bar, and you know, the motivations of people in the church. And it’s the same with with marketing and marketing platforms, we know the motivations of people on LinkedIn. We know what’s going on. So yeah, so you mentioned, engage, educate, and rock and roll. I love that. So I would say you need to inspire, motivate, inspire, educate, motivate. Yeah, that’s our goal is to inspire to educate and motivate, which is very similar, then, of course, the enrollment becomes if you inspire, educate, motivate somebody, then the enrollment becomes pretty, pretty straightforward, right?
Yeah, it’s easier than people think. From the standpoint I mean, you’re gonna have more nose than yes, no, that’s good. That’s, that’s a given. But it’s, I see it more as a blessing a benefit to me personally, because when someone encounters our message, and we engage them, we know for a fact that they fit our ideal client. And then when they go to step two, which is to educate them on what we do, and, and and how we can serve them communicating that we understand their problem, because we were there at one time, when we get to the enrollment piece. It really is. It’s magical, in many cases, and if it’s not, then there just may not be the right fit. And that’s okay.
So we’ve alluded to some stuff here. But just just to be absolutely crystal clear. What what are what are some absolute categorical No, you don’t do that. Rules.
Oh, man. Well, the first one again, is you don’t you don’t treat LinkedIn like like, like a dating app. That’s the first thing. Don’t do that. No. I still can’t believe that that happened. Like, you know, it just still baffles me, you know, and I felt horrible. And the truth be told, um, they immediately were like, hey, well, we want our money back, etc. and say, listen, first of all, we did the work for you. Secondly, this is part of the policy. And so literally, that’s all listen, this what we’re going to do, you’re going to go your credit card company, you’re going to tell them what happened. They communicated to us. We provided the evidence, they sided with us. The credit card company says No, you’re right, man. Right. Okay. Next. And it wasn’t that we were trying to be difficult, but it was like, Listen, man, we did our part. We did our part for you, man. We we did what we were supposed to do. And you guys, for whatever reason, thought or your guy, that particular person thought it was okay. And it’s not?
Yeah, yeah, yes. I’m gonna I’m gonna ask the ridiculous question. Now. I’m gonna ask it anyway. Because everybody wants to know, how, how long does it take from when you start your LinkedIn strategy to when you can expect to see meaningful tangible results? Well, I mean, how long is a piece of string? Right? But I know it’s a silly question. But people want to know, but just a ballpark figure. If you’re, if you’re an average business, and you’re an average copywriter, and you’re an average marketer, and you average in every category. How long do you think before people how long people need to stay with it? Because the biggest mistake I said, People just quit too soon. They just stuck with it just a little bit longer than they would get their results. Is that your experience? Or what? What is your answer to that question?
Yeah, you know, the biggest thing the one of the I’ll answer that question in a moment, but the biggest challenge that I’ve worked with when our clients is they’re afraid to put their information out there because I think they’re going to fail in probably because they failed so many times before, but then I have to literally be on their ass like, like a little kid like I’m like, Dude, what’s what’s the status of your campaign? What’s the status of your kid? Like, I’ve got to like literally, and I’m talking about my clients who decide to go into our DIY service or you know, where they actually pick up our program and then we coach them. And it’s funny how many times they many of them are like I’m just afraid of like, What are you afraid of? What are you doing? Just do it, press play, just just send the message seven, start the campaign. So that’s been the biggest challenge. Now on average, the the six week program, the Do It Yourself option they that particular program does the average has been like 10 days honestly. And that’s been the average some longer because they don’t start the campaign. But those, those campaigns that start, like, you know what mistakes and all I’m going to start, those are the ones that average about 10 days to see a difference within their within their LinkedIn campaigns, the bigger accounts that we have, we ask the clients to give us at least 30 days to get the entire campaign dialed in for them. But it can be as soon as you know, 1015 days with that as well. It really just depends on some factors, like the size of the audience. If you’re also the demographic, like if you if you want to stay focused on one block on in New York, as you know, on New York Street, not gonna happen. We’re not gonna even take that account, because it’s got to be a larger audience to be able to really help them land the new clients.
Nice. Nice. Cool, Look, you’ve been super generous here today with with your information. What if you could say anything that’s going to help business owners and LinkedIn doesn’t matter? I mean, you’re obviously very successful business owner yourself, you’ve gone through the struggles of, I’m sure you’ve gone through the struggles of startup to struggle to stability. And
everyday man every day is a struggle.
What are some tips that it can be LinkedIn, it can be off of LinkedIn, it can be strategy, it can be systems, it can be HR, whatever. I mean, what what are some, some things that you could just impart before we wind up today, that mistakes that you see business owners making over and over and over again, and they could easily avoid them if they just had a little bit of knowledge?
Man, and this is probably a confession at the same time. It’s, you know, entrepreneurs like us. It’s hard to say the four little word help. Yeah, it’s hard. It’s hard, because it’s almost as if at least speaking for myself, it’s almost as if I’m saying that this particular problem beat me as competitive as I am. I don’t want a specific problem to to beat me in a sense, but the reality is, I’ve got a certain skill set, I’ve got a certain lane that I am, I thrive in, it’s my lane. And when I find myself somewhere outside of that lane these days, I am more than than happy to ask for help. And say, Listen, this particular thing, for some reason, is just, it’s an obstacle that I just can’t get past for whatever reason. And that’s the best advice I can give any single person listening to this podcast episode. Regardless, if you’re a startup, or if you’re a bazillionaire. Business, there’s always levels to things. Don’t be afraid to reach out and ask for help. It is not a sign of weakness. It is not a sign that something beats you. If anything, if you come to terms that sign of maturity, where you’ve come to terms realize that you don’t have to be good at everything. Be great at one thing, and then surround yourself with folks who are great at what they do.
Yeah, I think I think that’s really good. I couldn’t I couldn’t agree with you more, Davey, I think thing people need to understand is if you take any man or woman outside of their area of expertise, you have an idiot on your hands.
That was me cheese for a long time.
I didn’t like it, I
get it. Like I you know, there are things that I’m good at, you know, I’ve got my I’m like you, I’ve got my lane. I’ve got things that I’m really competent at, I have my competences. And I tell you about the thing that I’ve learned is, when I’m ready to kick it up to another level, or if things are not going how I want and I want things to improve, I tend to lean into what I’m good at. I tend to lean more into what I’m actually good at, when actually it’s not what I’m good at. That’s holding me back. It’s what I’m not good at the told me back.
well said and recognizing that, you know, you know my habit and you know, I don’t want to speak for anybody but you know, probably a lot of people when they struggle, they tend to double down on what they’re good at. It’s like, what are you already doing that it’s like, let’s look at what you’re not good at. And let’s look at getting some help. Let’s look again, some instruction. Let’s look at getting some expertise in areas that you’re not good at, because that’s where you’re going to see the growth and
denial mechanism. When we do that, right? We’re trying to numb the pain in a sense, right? It’s like, I’ll just stick here. It’s gonna give me a reminder that I am good at something and then say, wait a minute. If I suck at this particular thing, I’m gonna own it these days and be like, you know what? I’m going to get over myself and just listen, I need help in this area. Can you just help me Show me and when that happens? You You and I both know when we’ve succumb and say, Hey, you know what, I need help in this area, how much more growth actually takes place within us and within our businesses and within our movements and offerings? It just makes life that much easier.
Absolutely. You know, you know, you know, I’m very privileged here, I get to speak with a lot of eight and even nine figure entrepreneurs, you know, as I’m sure you do, as well. And it’s like, as Tony Robbins says, success leaves clues. And it’s like the one thing that I get to see over and over and over and over and over again, it’s like the very successful people, they recognize their weaknesses very quickly, and they plug those weaknesses with with people that are far better than now that they’re excellent at recognizing weakness, identify and talent and bringing, bringing the talent of the plug the weakness, so I think you’re spot on and say, don’t be afraid to ask for help. Don’t be afraid to reach out. Speaking of asking for help and reaching out if somebody wanted to do that, Dave, how would they go about doing that with you?
Oh, man, thanks. Thanks, again, for having me out here. I know that that you’ve had a long day. So I’ll keep it short. My bad. You know, my website is Mr. D. Calm as in Mr. Mr. Mary, Ralph, de EU calm and on the website, Villa, they can see a lot of information, a lot of social proof, a lot of good stuff. And the bottom line is this man, anyone who anyone who visits the website, please, please, please make sure that you mentioned especially if we wind up having a conversation that you heard about us on this particular podcast, it you know, relationship is really huge for us. And I want to make sure that that your folks are taken care of.
Thank you so much. I’ll put I’ll put links in the show notes, you’ll be able to find them. You will find those somewhere. I make them quite easy to find. So please give us a like, please share this podcast, please rate it, leave a comment. It does help to get the word out and get more help out there to people that need it. So thank you very much. Thank you so much, David, for coming on today. Bless you, and we’ll talk to you very soon.
I’m my brother. Peace, peace.