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No More Bad Ads
This document provides tips for creating effective ads that work. It discusses following the marketing equation of interrupting, engaging, educating and offering to gain attention and success. Tests should check if ads catch attention, clearly communicate benefits and offer low-risk next steps. Metrics like views, leads, purchases and lifetime customer value help measure ad performance. The document also recommends placing ads on websites, with search engines and social media to reach the right people with the right message at the right time.
No More Bad Ads
- 1. No More BadAds: EverythingYou Need to Create AdsThatWork! SESSION 4
- 2. It Was EASYBack InThe ‘Good ‘Ole Days’!
- 3. Today,The BUYER IsIn Control
- 4. EverythingYou Need To CreateAdsThat Work! • The SecretTo SeparatingYour Ads FromAllThe Others • Putting the Marketing Equation Into Practice • HowTo Run ATest ofYourAd • Measuring the Success ofYourAd • GetYourAdToThe Right Person,WithThe Right Message AtThe RightTime • BuildingYou Prospect’s Confidence Meter • Bonus: WhereTo PlaceYourAds (AndWhere NOT!)
- 5. The SecretTo SeparatingYourAds From AllThe Others • The power of your USP’s and buyer’s hot buttons • Lazy marketers COPY • Your ad must tell the viewer: 1. “Buy this product – forTHIS specific benefit!” 2. Demonstrate being unique/different 3. Appeal to a broad audience
- 6. BridgingThe Confidence GapIssue • Need to DistinguishYourself • BreakThroughThe Noise • Tested & Proven Equation
- 7. PutThe Marketing EquationInto Practice • You Don’t Have to Be a Genius!
- 8. PutThe Marketing EquationInto Practice • You Don’t Have to Be a Genius! • 4 Key Components
- 9. PutThe Marketing EquationInto Practice • You Don’t Have to Be a Genius! • 4 Key Components • Equal inWeight & Importance
- 10. PutThe Marketing EquationInto Practice • You Don’t Have to Be a Genius! • 4 Key Components • Equal inWeight & Importance I+E+E+O=SUCCESS
- 11. PutThe Marketing EquationInto Practice
- 12. PutThe Marketing EquationInto Practice INTERRUPT ENGAGE EDUCATE + OFFER SUCCESS
- 13. PutThe Marketing EquationInto Practice
- 14. PutThe Marketing EquationInto Practice INTERRUPT • You want to catch their attention • Use your USP’s • Use their Hot Buttons • Generally this is yourAd Headline
- 15. PutThe Marketing EquationInto Practice ENGAGE • Spark an emotion, feeling or want • Draw them in • A promise of a solution • ‘Scratch their itch’
- 16. PutThe Marketing EquationInto Practice EDUCATE • Prove you’re the best choice • Facts & figures • Quantify what you do best
- 17. PutThe Marketing EquationInto Practice OFFER • Most overlooked! • Low-risk next step • Something ofValue • FREE: Info /Time / Stuff
- 18. PutThe Marketing EquationInto Practice SUCCESS!
- 19. HowTo Run ATestOf Your Ad • Does your ad catch someone’sATTENTION? • Is it INSTANTLY obvious what makes you the BEST choice? • Did you use any PLATITUDES or GENERALITIES? • Do you show what makes you RELEVANT and UNIQUE? • Does it offer a LOW-RISK, EASY next step to take?
- 20. HowTo Run ATestOf Your Ad This One? Put Any Logo Here Big Woop-Dee-Do I Didn’t JoinYet! I Hope So!
- 21. HowTo Run ATestOf Your Ad OrThis One? INTERRUPT ENGAGE EDUCATE OFFER
- 22. MeasuringThe Success OfYour Ad • Does it followThe Marketing Equation? • How many people actually saw it? • How many took your Low Risk Offer? • How many purchased right away? • What’s your client LifetimeValue?
- 23. MeasuringThe Success OfYour Ad $500 Monthly Ad Spend Generated 1,100 Clicks 680 Leads ($10 Off Coupons) 85 Came in Now 75 Came in Later
- 24. MeasuringThe Success OfYour Ad $100 Average Spend 160 people x $100 = $16,000 Customer LifetimeValue = $1,500 45 Brand New x $1,500 = $67,500
- 25. Getting It Right: MakeSureYour Ad SendsThe Right Message, ToThe Right Person, AtThe RightTime • The Right MESSAGE • The Right PERSON • The Right TIME
- 26. BuildingYour Prospect’s ConfidenceMeter • Rises and falls with your First Points of Contact • Follow today’s suggestions • WatchYOUR customer’sConfidence Meter rise!
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- 29. BONUS:Your Website IsA Big Ad
- 30. BONUS: PlaceYour AdsWith Google
- 31. BONUS:Your Ads WithSocial Media
- 32. BONUS:Your Ads InReview Sites
- 33. EverythingYou Need To CreateAdsThat Work! • The SecretTo SeparatingYour Ads FromAllThe Others • Putting the Marketing Equation Into Practice • HowTo Run ATest ofYourAd • Measuring the Success ofYourAd • GetYourAdToThe Right Person,WithThe Right Message AtThe RightTime • BuildingYou Prospect’s Confidence Meter • Bonus: WhereTo PlaceYourAds (AndWhere NOT!)
- 34. We’re HereTo Help… Weare always here to assist you and help you along your journey… Email us: Info@MyMarketingSucks.com Allan Boushie and Bob Sisk Co-Founders
- 35. No More BadAds: EverythingYou Need to Create AdsThatWork! SESSION 4 NOTICE: This work is copyrighted intellectual property and forThe Marketing Foundation™ clients only.You do not have permission to share this document with anyone, for any reason. You may NOT share this with your best friend, your business partner or business associates. Sharing our material will only cause us to raise prices – and we don’t want to do that!
Editor's Notes
- #2 Welcome back to TMF… This is ARB…. Session 4 Starting today, you’ll never waste your time or money on ads that don’t generate leads and new business for you. Regardless of whether it is your website, a landing page, pay per click ad, email offer, or even a massive billboard – all of them must have a few common elements for them to do their job. Let’s get to work…
- #3 Are you a fan or ever heard of the award winning tv series MAD MEN? The lead character is a guy named Don Draper, played by actor John Hamm, and he portrays an advertising exec from the 1950’s, 60’s. The series is extraordinarily well done from the sets, the characters and especially the very accurate re-enactment of the type of advertising that was done during that period. Think back if YOU had a business at that time in history – you would have few competitors and people had fewer choices. It was a time of low technology and limited access to information. In mid-century marketing, selling was simple and brands had the power. Thanks to this little thing called the internet that we’ve all come to know and love, the era of big brand “Mad Men” advertising is over. EDIT – New Image SLide Today, the buyer has the power and brands are at their mercy. This is a complete shift from the Don Draper style slogans and storyboards. Today consumers have access to information, and, as we covered in Session 2, it is all found on Google! Your customers Google what to buy, where to buy it, even why they need to buy it. Combine this increased access to information with more choices and more competition and it leads to longer buying cycles from consumers and increased resistance to marketing messages and all the noise that is created. And that noise and skepticism creates what us marketing folks call The Confidence Gap. This is your prospective clients inability to distinguish whether any of the businesses, products or services are any better or any different than others. Things come to a crawl, people procrastinate and confusion is everywhere. Here’s the good news – today I will show you how to bridge the Confidence Gap, create ads that kick ass, and give you everything you need to create ads that work!
- #4 Your customers Google what to buy, where to buy it, even why they need to buy it. Combine this increased access to information with more choices and more competition and it leads to longer buying cycles from consumers and increased resistance to marketing messages and all the noise that is created. And that noise and skepticism creates what us marketing folks call The Confidence Gap. This is your prospective clients inability to distinguish whether any of the businesses, products or services are any better or any different than others. Things come to a crawl, people procrastinate and confusion is everywhere. Here’s the good news – today I will show you how to bridge the Confidence Gap, create ads that kick ass, and give you everything you need to create ads that work!
- #5 Here are the 7 keys to great ads in the post-Don Draper era that I am going to share with you The Secret To Separating Your Ads From All The Others How to put the Marketing Equation Into Practice How To Run A Test of Your Ads Measuring the Success of Your Ad Getting Your Ad To The Right Person, With The Right Message At The Right Time How to Build You Prospect’s Confidence Meter And a bonus I just threw in – A lesson on Where To Place Your Ads (And Where NOT!)
- #6 Your USP’s, will help you differentiate and separate your business or service as distinctive, different, something special. Generally, it will convey your unique benefits to your prospective customers. Everyone has heard of this principle. And yet, most businesses don’t follow it. When you add in the WANTS and DESIRES of your customers, you are moving towards marketing that is very powerful. Sadly, most owners copy from each other constantly. Grab an ad of yours. Put your competitor's name or logo over yours and ask, does this still ring true? If so, you’re guilty too. In Reality in Advertising, one of our mentors, Walter Reeves perfectly defines the concept of USP’s in three parts - 1. Each advertisement must make a proposition . Each advertisement must say to each reader: "Buy this product, for this specific benefit." 2. The proposition must be one the competition cannot or does not offer. It must be unique— Something different and relevant not found in your competition’s product 3. The proposition must be strong enough to attract new customers as well as potential customers. The Most Common Marketing Mistake Being Made is Deliberate or Inadvertent Copying. When everyone looks the same, sounds the same and all says the same things, you leave your prospects with NO other choice but to compare each of you by price (cost). WE need to Create Separation to Stand Out From the Pack Can start to see how YOUR unique selling points can separate you from the pack and help you dominate the market? Copying from each other, copying websites, ideas, and programs does nothing but create noise. Noise in the market creates confusion. Everyone starts to look the same, sound the same, and appear to be the same. Confusion creates inactivity. People freeze when they're confused.
- #7 As I stated a moment ago, Most of today’s marketing strategies play right into the confidence gap issue. That’s why your marketing isn’t working for today’s consumers. Your prospects lack the ability to distinguish whether your business, products or services are any better or any different than others out in the marketplace based on our lazy and copy-cat ads. Here’s how we can start bridging that gap and sending out clear ads that break thru the noise and show people why you are the best and obvious choice. The secret lies in a simple equation that is tested and proven to work all the time – The Marketing Equation Let’s start by assuming everyone wants to make the best decision possible. In marketing terms this means they want to get a good deal. Now when I say they want a good deal it doesn’t mean they want the lowest price, it’s been proven over and over that price is typically NOT the number one decision making criteria. We have to prove value. A good example is tha car market. If it was just a price decision, no one would by a BMW and we’d all be driving around in Ford Fiesta’s. If we agree on that, then I think we can also agree that it’s our job to 1) capture the buyer’s attention and 2)show them how your company, product, or service is the best choice. To do this, we need to simplify their decision making process, which means lowering the risk of taking the next step in the selling process. We do this thru The Marketing Equation. It has 4 parts, each of equal weight – IEEO=SUCCESS
- #8 As I stated a moment ago, Most of today’s marketing strategies play right into the confidence gap issue. That’s why your marketing isn’t working for today’s consumers. Your prospects lack the ability to distinguish whether your business, products or services are any better or any different than others out in the marketplace based on our lazy and copy-cat ads. Here’s how we can start bridging that gap and sending out clear ads that break thru the noise and show people why you are the best and obvious choice. The secret lies in a simple equation that is tested and proven to work all the time – The Marketing Equation Let’s start by assuming everyone wants to make the best decision possible. In marketing terms this means they want to get a good deal. Now when I say they want a good deal it doesn’t mean they want the lowest price, it’s been proven over and over that price is typically NOT the number one decision making criteria. We have to prove value. A good example is tha car market. If it was just a price decision, no one would by a BMW and we’d all be driving around in Ford Fiesta’s. If we agree on that, then I think we can also agree that it’s our job to 1) capture the buyer’s attention and 2)show them how your company, product, or service is the best choice. To do this, we need to simplify their decision making process, which means lowering the risk of taking the next step in the selling process. We do this thru The Marketing Equation. It has 4 parts, each of equal weight – IEEO=SUCCESS
- #9 As I stated a moment ago, Most of today’s marketing strategies play right into the confidence gap issue. That’s why your marketing isn’t working for today’s consumers. Your prospects lack the ability to distinguish whether your business, products or services are any better or any different than others out in the marketplace based on our lazy and copy-cat ads. Here’s how we can start bridging that gap and sending out clear ads that break thru the noise and show people why you are the best and obvious choice. The secret lies in a simple equation that is tested and proven to work all the time – The Marketing Equation Let’s start by assuming everyone wants to make the best decision possible. In marketing terms this means they want to get a good deal. Now when I say they want a good deal it doesn’t mean they want the lowest price, it’s been proven over and over that price is typically NOT the number one decision making criteria. We have to prove value. A good example is tha car market. If it was just a price decision, no one would by a BMW and we’d all be driving around in Ford Fiesta’s. If we agree on that, then I think we can also agree that it’s our job to 1) capture the buyer’s attention and 2)show them how your company, product, or service is the best choice. To do this, we need to simplify their decision making process, which means lowering the risk of taking the next step in the selling process. We do this thru The Marketing Equation. It has 4 parts, each of equal weight – IEEO=SUCCESS
- #10 As I stated a moment ago, Most of today’s marketing strategies play right into the confidence gap issue. That’s why your marketing isn’t working for today’s consumers. Your prospects lack the ability to distinguish whether your business, products or services are any better or any different than others out in the marketplace based on our lazy and copy-cat ads. Here’s how we can start bridging that gap and sending out clear ads that break thru the noise and show people why you are the best and obvious choice. The secret lies in a simple equation that is tested and proven to work all the time – The Marketing Equation Let’s start by assuming everyone wants to make the best decision possible. In marketing terms this means they want to get a good deal. Now when I say they want a good deal it doesn’t mean they want the lowest price, it’s been proven over and over that price is typically NOT the number one decision making criteria. We have to prove value. A good example is tha car market. If it was just a price decision, no one would by a BMW and we’d all be driving around in Ford Fiesta’s. If we agree on that, then I think we can also agree that it’s our job to 1) capture the buyer’s attention and 2)show them how your company, product, or service is the best choice. To do this, we need to simplify their decision making process, which means lowering the risk of taking the next step in the selling process. We do this thru The Marketing Equation. It has 4 parts, each of equal weight – IEEO=SUCCESS
- #11 As I stated a moment ago, Most of today’s marketing strategies play right into the confidence gap issue. That’s why your marketing isn’t working for today’s consumers. Your prospects lack the ability to distinguish whether your business, products or services are any better or any different than others out in the marketplace based on our lazy and copy-cat ads. Here’s how we can start bridging that gap and sending out clear ads that break thru the noise and show people why you are the best and obvious choice. The secret lies in a simple equation that is tested and proven to work all the time – The Marketing Equation Let’s start by assuming everyone wants to make the best decision possible. In marketing terms this means they want to get a good deal. Now when I say they want a good deal it doesn’t mean they want the lowest price, it’s been proven over and over that price is typically NOT the number one decision making criteria. We have to prove value. A good example is tha car market. If it was just a price decision, no one would by a BMW and we’d all be driving around in Ford Fiesta’s. If we agree on that, then I think we can also agree that it’s our job to 1) capture the buyer’s attention and 2)show them how your company, product, or service is the best choice. To do this, we need to simplify their decision making process, which means lowering the risk of taking the next step in the selling process. We do this thru The Marketing Equation. It has 4 parts, each of equal weight – IEEO=SUCCESS
- #12 Follow This Formula with ALL Your Marketing There is a formula that has been around for over one hundred years. It should be followed on your website, social media posts, flyers, circulars and any marketing or advertising you create. Starting today you want every aspect of your marketing to follow this formula and include these components Interrupt+Engage+Educate+Offer = SUCCESS If you truly embrace this, you’ll begin shifting away from the platitudes and generalities of institutional advertising to specific, benefit-focused material that’s far more compelling. Ads that speak to the selfish interest we all have when making a buying decision.. What's in it for me??
- #13 Follow This Formula with ALL Your Marketing There is a formula that has been around for over one hundred years. It should be followed on your website, social media posts, flyers, circulars and any marketing or advertising you create. Starting today you want every aspect of your marketing to follow this formula and include these components Interrupt+Engage+Educate+Offer = SUCCESS If you truly embrace this, you’ll begin shifting away from the platitudes and generalities of institutional advertising to specific, benefit-focused material that’s far more compelling. Ads that speak to the selfish interest we all have when making a buying decision.. What's in it for me??
- #14 Follow This Formula with ALL Your Marketing There is a formula that has been around for over one hundred years. It should be followed on your website, social media posts, flyers, circulars and any marketing or advertising you create. Starting today you want every aspect of your marketing to follow this formula and include these components Interrupt+Engage+Educate+Offer = SUCCESS If you truly embrace this, you’ll begin shifting away from the platitudes and generalities of institutional advertising to specific, benefit-focused material that’s far more compelling. Ads that speak to the selfish interest we all have when making a buying decision.. What's in it for me??
- #15 Interrupt – Catch the attention of the visitor. Use their hot buttons to make them stop in their tracks and pay attention. People scan lead-generating material and ads through their “WIFM” lens, meaning the brain is listening for, “What’s In it For Me?” Forget about the humorous, clever, trendy ads that most agencies churn out by the zillions. You get more attention by baiting the brain with something it considers important (and problematic). You want to interrupt people within the first half-second. It is generally done with a powerful Headline that makes people stop and say “Wow, that’s me they are talking about”
- #16 Engage - Have some compelling copy promising you have the ‘scratch for their itch’. The solution. This is about their emotions, feelings and wants. Once you’ve stopped your prospect for a nanosecond, the next challenge is to entice her to stay with your message. “Engage” her by implying that worthwhile, usable information will follow that will help her solve her problem—if she just reads or listens to the rest of your message. Remember, your objective here is to suggest that there is value in your marketing message. Use language that tells the reader she will “learn” or “discover” what she wants to know. The “engage” may be accomplished in a subhead or even the main headline.
- #17 Educate – Facts and figures that prove the case that you are the best choice as their solution… bar none! Quantify what you do better than the rest. Most advertisers skip what’s important to their prospect and get right down to selling. But remember, if your prospect doesn’t perceive that he can learn anything, he’ll dismiss your ad as “just like all the rest” and turn his mind to other things. WE want to provide specific, helpful information that offers value to your prospect. Educate him how to solve his problem, and then proceed to educate him about why you’re the right solution. Don’t just say your product or service is great. Explain exactly why and how it’s great for him.
- #18 Offer – This is the most overlooked piece of the formula. “Give Us a Call’ is NOT an offer. Neither is Stop By And Visit Us. A proper offer is a low-risk next step. In today’s internet and online world, we want to Give them something of value in return for their email. Examples include a free trial, a free sample, a free download, a sneak preview… and so many more. There are 3 types of offers that always work. Give people free time, free stuff or free information. You will need to test, test, test to see which is the best fit for your audience.
- #19 Following the marketing equation will assure your success. You will see an immediate improvement in leads, prospects and offer takers everywhere!
- #20 TESTING YOUR ADS - Look at your current ads and your website. Is it instantly obvious what makes you better? Do you show your target audience what makes you unique and different? Do you communicate what factors they need to consider when deciding, and how you provide value? Ideally, do you provide them an easy, low-risk, next step they can take prior to purchase to see why you are the obvious choice? Ask yourself these questions often as you review what you are projecting to the public..
- #21 Does this ad ad catch someone’s ATTENTION? Not really. The HL is very weak. The pictures don’t jump out at me Is it INSTANTLY obvious what makes you the BEST choice? Not a chance. Could literally put any golf instruction logo in the upper left Did you use any PLATITUDES or GENERALITIES? Sadly, yes Do you show what makes you RELEVANT and UNIQUE? Nope Does it offer a LOW-RISK, EASY next step to take? No offer, just a place for existing clients can login!
- #22 TESTING YOUR ADS - Look at your current ads and your website. Is it instantly obvious what makes you better? Do you show your target audience what makes you unique and different? Do you communicate what factors they need to consider when deciding, and how you provide value? Ideally, do you provide them an easy, low-risk, next step they can take prior to purchase to see why you are the obvious choice?
- #23 Here’s an example of how we can measure the true effectiveness of your advertising: Suppose a restaurant spends $500 this month for pay-per-click ads on Facebook. With your tracking tools we found out the ad was clicked on 1,108 times which took them to our squeeze page and an offer of a $10 off dinner coupon. When the dust settled at the end of each month, those ads generated 680 leads for the restaurant. Of those, 260 came in for dinner that month and another 175 came in the following month. In the case of our upscale restaurateur, their customer’s lifetime value works out to be an average bill of $100 per visit and 15 visits over time. She asked those who came in with the coupon if it was their first visit and a total of 305 were first timers! Quick math tells me that a spend of $500 got her 680 new people into her marketing database and with 305 first timers dining we can calculate that those 305 are worth $457,500 over time! This proved to be a huge HR for her business!
- #24 Here’s an example of how we can measure the true effectiveness of your advertising: Suppose a restaurant spends $500 this month for pay-per-click ads on Facebook. With your tracking tools we found out the ad was clicked on 1,108 times which took them to our squeeze page and an offer of a $10 off dinner coupon. When the dust settled at the end of each month, those ads generated 680 leads for the restaurant. Of those, 260 came in for dinner that month and another 175 came in the following month. In the case of our upscale restaurateur, their customer’s lifetime value works out to be an average bill of $100 per visit and 15 visits over time. She asked those who came in with the coupon if it was their first visit and a total of 305 were first timers! Quick math tells me that a spend of $500 got her 680 new people into her marketing database and with 305 first timers dining we can calculate that those 305 are worth $457,500 over time! This proved to be a huge HR for her business!
- #25 Here’s an example of how we can measure the true effectiveness of your advertising: Suppose a restaurant spends $500 this month for pay-per-click ads on Facebook. With your tracking tools we found out the ad was clicked on 1,108 times which took them to our squeeze page and an offer of a $10 off dinner coupon. When the dust settled at the end of each month, those ads generated 680 leads for the restaurant. Of those, 260 came in for dinner that month and another 175 came in the following month. In the case of our upscale restaurateur, their customer’s lifetime value works out to be an average bill of $100 per visit and 15 visits over time. She asked those who came in with the coupon if it was their first visit and a total of 305 were first timers! Quick math tells me that a spend of $500 got her 680 new people into her marketing database and with 305 first timers dining we can calculate that those 305 are worth $457,500 over time! This proved to be a huge HR for her business!
- #26 MESSAGE – if you follow the marketing equation, you know your message will be spot on PERSON – Who is your ideal customer? Where are they looking for solutions? How do you get in front of them? TIME – Selling Xmas trees in July isn’t going to fly. If ur at all seasonal, create a build up to a crescendo that culminates in your product or sefvice Also, if you are targeting busy working professionals, try getting in front of them at the front or end of the day. An ad appearing at 2pm will likely get less traffic
- #27 Keep an Eye on Your Confidence Meter Picture this… every company or business has a ‘Confidence Meter’ attached to it. As prospective customers and clients start to search out a solution to what they are looking for, their Confidence Meter is going up, staying the same or dropping with every option they come across. When prospects are ready to decide on with whom they will do business - the company or individual giving off the highest Confidence Meter wins. And guess what? The biggest movement in the Confidence Meter is during their First Points of Contact with you and your business
- #28 We started this session with the example of Old School marketing and advert as it is portrayed in the series Mad Men. Back in the day, you could do very nicely if you created powerful ads in the local paper, in the Yellow Book and even on TV and radio. If you were to do that today, your ad dollars will be going down a black hole
- #29 In today’s internet world, you want to focus on advertising on your website, with Google PPC ads, Facebook Ad Builder and other social media sites like Yelp and online directories.
- #30 In later sessions we are going to take you step by step on how best to set up and run your ads. Today, I merely want to introduce you to the various tactical media we can use to get your idea or business found and drive people to you Think of your website as one big ad. Make good use of your real estate to provide numerous low risk offers through out your site, use Squeeze pages that are dedicated to your specific external marketing ads. And follow the Mark Equat wherever you can to draw people in and keep their interest!
- #31 With Google, you can use PPC ads to supplement your Google Maps listing and your organic placement, especially if you are currently not on page 1 for your top keyword.
- #32 Facebook also has, what we believe, to be the most dynamic and targeted ad tools to make sure you are getting your message to the right people at the right time. Their tools are resources grow monthly and it is a great place to start your online advertising.
- #33 You will also want to make sure you are listed in the numerous Review sites that are out there. Yelp is widely known and used and it may be appropriate for you to create an account with thme. Find out where similar businesses to yours are listed and jump in with them (using your new-found knowledge and tools of course)
- #34 Here are the 7 keys to great ads in the post-Don Draper era that I am going to share with you The Secret To Separating Your Ads From All The Others How to put the Marketing Equation Into Practice How To Run A Test of Your Ads Measuring the Success of Your Ad Getting Your Ad To The Right Person, With The Right Message At The Right Time How to Build You Prospect’s Confidence Meter And a bonus I just threw in – A lesson on Where To Place Your Ads (And Where NOT!)