050: Launching A Membership Through A Summit with Lee Chaix McDonough

Jan 28, 2020

If you've been wondering how to launch a membership or grow your existing membership through an online summit, you are going to love this episode.

Lee Chaix McDonough is here to talk through the exact strategies she used to use a summit to lead to a 5-figure membership launch. We'll also talk about why she chose to promote her membership rather than an all-access pass, what she'll do differently next time, and her best advice for anyone looking to do something similar.

Transcript

Krista:
Hey, Hey. Welcome to the Summit Host Hangout podcast where you'll learn how to plan, strategize, and launch your profitable online summit, no influencer status necessary. I'm your host Krista from Summit In A Box, and we are currently in a series about increasing your summits profits. Today in episode 50 I'm so excited to bring in a special guest to talk about launching a membership through a summit.

In this episode we're going to cover what made our guest decide to sell her membership directly in her summit rather than an all access pass, the strategy she used to do it, what her results look like and some things she'll do differently next time, and then her biggest pieces of advice, which are good ones for anyone looking to launch a membership through a summit.

Krista:
To give you some background information on our guest, she is the founder and CEO of Coach With Clarity and she's a business coach for entrepreneurs, is seeking to leverage their intuition to grow profitable businesses and fulfilling lives. She is the force behind Coach With Clarity membership and the author of the number one Amazon book ACT On Your Business: Braving the Storms Of Entrepreneurship and Creating Success Through Meaning, Mindset and Meaningfulness. She is the host of the Work Your Inner Wisdom podcast and the Coach With Clarity podcast. So without further ado, let's dive in and talk with Lee Shea McDonough. Welcome Lee. I'm so glad to have you on the podcast today.

Lee McDonough:
Hi Krista, thank you so much for having me. I'm really excited to be here.

Krista:
This is going to be so awesome because I have so many people coming to me asking about, "Okay, how do I get more people in my course from a summit? How do I get more people in my membership through a summit?" And my summits have all been for a service based business so I can say what I think would work, but I can't speak from experience. And you have a great experience launching a membership through your summit. I'm so excited to talk with you about that today. Before we do, tell us a little bit about you and your business.

About Lee's Business

Lee McDonough:
Absolutely. So I am the force behind Coach With Clarity, which is a membership program for intuitive coaches and healers. I have been a coach primarily full time for about four years. Before I became a coach, I was a practicing psychotherapist for about 15 years. So I have a lot of experience in human services. I did some public health work as well. And it was about four years ago that I felt called to continue serving people, but in a new way. And it was largely inspired by my husband who got out of the Air Force. He's a dentist, he bought a dental practice in town and here he was this extraordinary clinician who was so good at providing patient care and working with people, but no one had ever really instructed him on how to run a business and the operation side of that, and that was starting from square one and both logistically and emotionally, that was really challenging. And I started seeing the overlap between the work I had done as a therapist with mindset work and all of that with the business world. And that's what ultimately prompted me to move into coaching.

Lee McDonough:
So I've been doing that for about four years. I started primarily with helpers and healers and other healthcare professionals. Interestingly, the more I worked with them, the more they started saying to me, "I really like what you're doing and I think I might want to do it too. I think I might want to become a coach." And then all of a sudden I created this sub niche of helping therapists and healers transition to coaching and lo and behold, that was really my sweet spot. And so Coach With Clarity really developed within the last year based on several years of working with other intuitive helpers and healers who also wanted to follow down the same path I went down.

Krista:
Oh my goodness, I love that. I love the view, we can see there how it ... Maybe this happens for all of us, but it was like an accident that you just fell into what this sweet spot ended up being. I love that your husband was a part of it. That's just such a fun journey.

Lee McDonough:
It felt really organic. It never felt forced. And actually the moments in my business where it did feel forced, that was where things ... The wheels fell off. And I learned, okay don't push, don't pressure, like things will come. Sometimes you have to be patient and give a time, but when you can hit that flow, that's where you find the sweet spot in your business. And whenever force comes up, that's my red flag that I'm heading down the wrong path and it's time to course correct.

Krista:
I love that. We just got to listen to our gut because it knows what it's talking about. So that leads me in to this decision to run your first summit because you obviously had positive feelings about that. You weren't feeling pushback from it. So tell us about what made you decide to run your summit, who it was for, what it was all about. Any details you're up for sharing.

What Made Lee Run Her Summit

Lee McDonough:
Absolutely. So I really have to give a shout out to my friend and colleague, Marissa Lawton. She is just one of the smartest women I know, especially when it comes to creating online revenue. And she really focuses on helping therapists create alternate revenue streams. I was talking to her because I felt really confident about the services I was providing. You know, once I connected with people, it allowed me to serve them either through individual coaching, group coaching, but I was really struggling with getting my message out. So Marissa said, "Lee, I think you need to do a summit. Summits are such a fantastic way of building your audience and connecting with more people, both in terms of the people who are attending but also the speakers."

Lee McDonough:
And as soon as she said it, I just had this feeling in my gut where it was like, "Yup, that's my next step." And that was when I started researching. It's ultimately when I connected with you and your services, which were instrumental in terms of the planning and preparation for the summit. Certainly I loved putting the summit on. It did build my list. It connected me with new people and it was just such a fantastic business building experience for me.

Krista:
Oh, I love it so much and I'm glad you had such a good experience and it all just seems like it flow ... You did such a great job. So from my perspective at least, it just looked like it all flowed for you and it was such an incredible event from an outsider's point of view, which says a lot. So who was the niche for your summit? What was the topic? How many days long was it all that good stuff?

The Details of Lee's Summit

Lee McDonough:
Yes. So I ran the Clarity Summit. It started September 30th of 2019 and it lasted the whole week. So Monday through Thursday I featured other speakers in the summit and then Friday of that week I did my own master class. And then I also did a bit of a behind the scenes look at the development of my membership program. So that day it was a session with Emily Walker of Modern Leaders Collective who is an expert at helping service-based professionals map out their client's journey. So that when you're creating a course, when you're creating a membership, really any client experience, she's very clear about helping you get your client from point a to point B and anticipate anything that might come up along the way. So it was really cool because then for the fifth day of the summit, I gave some participants at behind the scenes sneak peak of the development of the Coach With Clarity membership through that session that Emily and I did.

Lee McDonough:
So that was day five. Day five was really focused on the membership. It was on me providing value through the masterclass and ultimately what allowed me to really launch the initial round of the Coach With Clarity membership. So it was five days and it was really focused on intuitive entrepreneurs, specifically helpers and healers. I didn't talk too much about people who were interested in coaching. I left it a little more general. In hindsight I probably could have and in the future will be more targeted with my niche to make sure that people who attend the Clarity summit really are interested in the art of coaching and in becoming stronger coaches themselves.

Krista:
I love that. I love that note you just made about the niche in topic because I have found that really the more niche down your summit is even if it feels like difficult to do and scary the higher conversion rates you'll see all around. I've seen it be the difference between 5% conversion rates and 18% conversion rates and it's so powerful. I'm really excited to see what that does for you next time. But you're bringing up your membership here and I want to dive in to the good staff we're going to talk about because my strategies that I teach all focus on making money from your summit through an all access pass and then using your new audience to do a launch of a service, product, membership, whatever it is. But you did things differently. You used your summit to sell your membership directly. So first I want to ask, what led you to make that decision to do things a little differently than you've probably seen in most other summits out there?

Why Lee Wanted to Do Things Differently

Lee McDonough:
Yeah, if anything, I may have done it a little backwards and maybe that's the rebel streak in me. I think it was more, I knew that I really wanted the emphasis to be on the membership. I just felt like it wanted to be center stage and so I was willing to play and experiment a little bit to see how this worked as opposed to doing an all access pass. And in fact, what I decided to do, offer recordings of the summit as a down sell to people who did not take me up on the membership offer immediately following the end of the summit. And then I thought, "Okay, and then the people who do the down sell, then I can invite them into the membership maybe by offering to have them sit in on a Q&A session or audit another member's only session." So I was doing it in reverse. I decided I was going to have the summit lead into the membership and then do a down sell for the summit recordings and then have that be another gateway, another possible touch point to offer them the membership again.

Krista:
I love that strategy of upsells and down sells. I'm excited to hear about what the results of all that looked like. First talk us through what the strategy behind promoting your membership through the summit look like. How did you make sure that you were priming these people for your membership? When did you first introduce it to them, all that good stuff?

How Lee Primed Her Audience for Her Membership

Lee McDonough:
So when people signed up for my summit, they entered into an email nurture sequence. So they were receiving emails about the summit and getting them excited for it, but also introducing myself, who I am, the services I do. Then I decided to start promoting the membership even before the summit started and I did so by offering a special early bird rate. So as people were learning about me and what was coming up and they were getting really excited about the summit, I was also directing them to the membership site and letting them know that up until the point that the summit launches, there would be an early bird rate that they could take advantage of. It wound up being $100 off the launch rate per year or $10 off per month. So I was already generating some buzz and some interest in the membership even before the summit started.

Lee McDonough:
And I will say that I probably got about half of my membership participants from this launch through the early bird. So that was a really interesting and ultimately I think a fairly effective strategy of building buzz and incentivizing people to sign up before the summit even began. And then once the summit began in my daily emails where I was letting them know in the morning, "Okay, this is what to expect today, this is where you go, this is who's speaking." I was just leaving it focused on the summit. And then in the evenings I would send a summary email reminding them of everyone that had presented in that day, giving them a little bit of information about the next day. And then also reminding them about the membership and where they could go to learn more and sign up. So I was constantly infusing my emails with information about the membership and that just seemed to be a really great wraparound way of keeping everyone connected and informed.

Krista:
Yeah, I love that. And it sounds like the way you did it, you were offering value at the same time. So it wasn't one of those summits where people just feel like they're just being pitched hard the entire time. You're adding value in every email in every session, all of that. And then you know, I'm guessing with maybe at the end or at the beginning, one of those, making sure your membership was at least mentioned somewhere in there. Is that right?

Lee McDonough:
That's exactly right. And I hope that's how the participants felt too. One of my core values is service. And I truly believe that when we show up and we serve generously and powerfully, that people will want more of that. They will want to be in our world and in our businesses. And so ultimately I have found that showing up in serving is the best way to convert interested people into paying clients. And so that was really the mentality that I approached throughout the summit, both in the content that we provided in the way I was nurturing them with emails. Yes, I was absolutely telling them about the membership, but I was really viewing that as just as another way that we could continue to connect and that I could continue to serve them.

Krista:
Exactly. You're serving them through your membership. I feel like that's ... I love that you pointed out that little mindset shift you have because a lot of people when they're pitching things, they feel like they're bothering their audience. But when you have something that you believe in so deeply, you know that you're serving them by putting it front and center in front of them. And I love that point of view so much. And I think it sounds like your strategy here is actually very similar to if someone was just offering an all access pass through. There's something I say just with air quotes here, but like you did the early bird, you're infusing it in your emails, in your messaging and it sounds like we can almost do a direct swap with your membership and an all access pass except for that strategy you brought up about what you did on Friday. So talk us through the different kinds of video presentations, whatever it was that you mentioned you did on Friday of your summit where it was really focusing on your membership.

Presentations Focused On Lee's Membership

Lee McDonough:
Sure. So earlier in the week, Monday through Thursday, on any given day, there were anywhere from three to five guest speakers really highlighting their expertise. Day five was my day to focus on the membership. And so I started by providing a masterclass about coaching. And I talked about the five qualities that every coach needs to have. So in that way I was showing up in serving, I was providing really valuable information. I was also positioning myself as an expert in my field. And after that, at the end of that masterclass, I was able to do a direct pitch for the membership. But I was able to do that having already shared a lot of valuable content and providing a valuable service for the people who are watching. So that was what kicked off Friday was a masterclass about the five qualities every coach needs and then an invitation into the membership.

Lee McDonough:
And then so that people could really understand more about what they would be getting in the membership, my vision for it, the philosophy, all of that. That's where we went into the session, the prerecorded session I did with Emily and that was a two hour session, which is pretty long for a summit. I knew that some people would watch it live, other people would watch it maybe on the replay, but it was important to me that people understood the process I used and the intentionality I brought to creating this membership. So that they could see from the start, this is why I'm doing it. These are the core principles and the core values of the membership. This is what I want to deliver. And so in a way it was inviting the members to bear witness to the birth of the membership. And in doing so, then they're going to feel more bought in and more connected from the very beginning.

Krista:
Oh, for sure. I love that strategy. Were you able to see how many viewers watched through the whole thing or if there were a lot that dropped off throughout? Like you said, that's a longer presentation.

Lee McDonough:
Yes, and what I found was that a lot of people dropped off and then people would come back and maybe watch like the middle section. And so I think there were several people that would catch the replay or if they bought the down sell they would, they would catch it later. So that was something where they were watching it in pieces and parts. In hindsight, maybe what I would do is actually break it up into smaller chunks instead of just one, two hour session. So maybe half the first half an hour we would focus on clarifying the client. The second half an hour would be about the client's journey. That probably would be easier for the viewer. And so if I were to do something like that again, I would definitely recommend breaking it up into smaller chunks.

Krista:
Okay, cool. That's, I love hearing about the strategy used on that last day or something. I think that's so unique and so smart that you really focus those, this content on your membership but still provided a ton of value to your people. I think that's genius. I would love to know what the overall results of all of these strategies look like, what your launch numbers were, how you feel about it, all stuff like that.

Lee's Summit Results

Lee McDonough:
Absolutely. So I know that I increased the size of my email list by about 550 people as a result of the summit. So many of the people who were already on my email list were attending the summit, but I also increased my overall size by 550 which I was really happy with. My goal was 500 new email subscribers. So five 50 was hitting that goal and then some. During the early bird and during the launch I welcomed in 22 new members to the Coach With Clarity membership. And again, I would say about half of those were part of the early bird and then half were either during or after the summit. And then of those 22 new members, about half took advantage of the annual rate and half took advantage of the monthly rate.

Lee McDonough:
So it was really interesting to me to see that things really did break down pretty much 50-50 both in regard to when people took advantage of the membership offer and how they took advantage of the membership offer. So for my membership at the time that I initially launched it, and again I've since increased my rates, but at the time that I launched it, the launch rate was 797 for the year or $77 a month. The early bird rate was 697 for the year or $67 a month. At the conclusion of the summit I had generated about I think around 13 to $15,000 in immediate revenue from the annual members and then roughly a thousand dollars of recurring revenue a from the monthly members.

Krista:
That is awesome. That is totally worth celebrating. I would take a five figure membership launch any day. How did you feel about that? How did that piece of it compare to your initial goals?

How The Results Compared to Lee's Initial Goals

Lee McDonough:
I was thrilled too. To be able to say that I had a five figure launch after the summit was incredible and I was proud. I was grateful because quite honestly, what made the summit so extraordinary were the speakers and the people that helped me create the summit. I include you in that. I include Jamie from the Tech Of Business who was my right hand operations manager through this whole thing. None of it would've been possible without that support team and without the speakers. So I was feeling proud. I was feeling excited.

Lee McDonough:
There was one area where I did not hit an internal goal that I had set for myself, and that was in terms of the number of affiliate sales. I had made an affiliate program for my summit speakers so that if they brought people into the summit and those people sign up for the membership, then they would receive an affiliate commission. And I had overestimated the number of new members that would come in through an affiliate versus either organic or who had already known me or so forth. So in that sense I didn't hit that specific goal and that was really interesting information for me. But overall I was really thrilled with how the launch went and I felt excellent about welcoming 22 new members into the program.

Krista:
That is incredible. Have you brainstormed at all about what you could do next time to increase those new members who come in through affiliates?

How to Increase Members Next Time

Lee McDonough:
Yes. So I think one of the things is what we talked about earlier, which was getting even more clear about the niche. I think a lot of my speakers did a great job of bringing in that spiritual entrepreneur audience member, but again, many of them weren't interested in becoming coaches. So the membership wasn't necessarily a good fit. So I think getting even more clear about the niche would be helpful. I tried to make it as easy as possible for my speakers to share the membership program with their people. So I had email swipe copy, I had graphics, I had all sorts of things that I made available to them. That's something that I would definitely continue to do. But again, I think specificity is key. And so maybe getting even more specific about the messaging and who they should reach out to so that they don't feel like they have to reach out to everyone in their audience or everyone in their circle.

Lee McDonough:
But if they know that there are people who want to provide coaching or even consulting services, this is really the sweet spot. This is who it's for. And so being a little more directive about who to share the message with may have resulted in higher affiliate revenue. And then finally I was offering my affiliates $100 for every membership and so I felt like that was a generous offer, but again, maybe given the amount of work it takes to be an affiliate for a membership ... It really does. I mean there's work that goes into sharing a program and sharing it with your list. Perhaps the compensation piece is also something else that I could look into.

Krista:
I think those are really great points and takeaways. I'd be really interested to hear how it goes if you do decide to do another summit with your membership launch, seeing how those things help. And I do agree. I think the niche would be incredible. I think helping your affiliates know who to market to a little bit more specifically would be really helpful. Thinking of myself, when I am asked to be an affiliate for something, and there are times where I'm like, "I don't know, this sounds intimidating. I don't know if all of my audience would be into that.", But you don't need all of their audience to be into it, just some of it. So I think that's a really great plan and I'd be excited to hear how that converts for you next time. Something we talked about before we hit record today was that your summit has continued to pay off since it's been over in the months following. Can you tell us a little bit about that?

Lee's Continued Success from Her Summit

Lee McDonough:
Yes, and actually there's a couple ways that it has. First and foremost, and something I didn't mention is that I made the Clarity summit recordings and transcripts available to my members. So it was a down sell. People who didn't join the membership were given the option to purchase it, but people who joined the membership, I gave that to them as part of their membership, like a bonus. And so it's been so helpful when my members ask questions or they're going through something, I can refer them back to a particular speaker or presentation in the summit. And again, it's just adding value to the membership. So that's one way that it's continued to pay off, at least for my members, is that they have lifetime access to this and that there's such rich content there.

Lee McDonough:
But in terms of growing the membership, what I have found is that the, even though the summit was up to two and a half months ago at the time that we're recording this, I'm continuing to engage with people on my list that found me through the summit and just last week I had someone join the Coach With Clarity membership and I didn't really know who this person was. A lot of times like I'll recognize the names as they come through, either we've emailed before, they're in my free Facebook group, they've listened to my podcast, I've had some connection with them. With this person I couldn't immediately place them, and so I went into my email service provider into active campaign and I tracked back. And sure enough, this person's first engagement with me was through the Clarity summit.

Lee McDonough:
Even two, two and a half months later. The Clarity summit is responsible for connecting me to this person who ultimately became a member. And I would imagine that that will continue to happen over the coming months. And so in that way, the summit was a great way to begin the relationship and to nurture the relationship, to build that trust and that connection and ultimately to invite someone into the membership at a later time.

Krista:
I love that. I love when people are able to point out how summits continue to benefit them, even really tangible ways. And I can say that I get emails from people still. It's been how many months since my last one? Eightish months since my last summit, maybe not quite, but you still keep getting emails from people saying that you've their lives, you changed their business and that's all great. But I love how you have these like really tangible things that have come out of it and that will continue to come out of it. Thank you so much for sharing that. What would be the biggest piece of advice you'd give someone wanting to launch a membership through a summit?

Your Big Takeaway

Lee McDonough:
Be really clear on your niche. I know we've talked about that a lot, but if what you want is a very specific type of member type of client, then make sure your summit is equally as specific because otherwise it's going to dilute your message and dilute your brand. So don't be afraid of specificity because again, the more specific you are, I think you're going to see higher conversion rates in attendees into paid members. So get super specific. I would also make sure that the speakers you invite to your summit are relevant to that niche. And I will say that that's one thing I feel like I did a decent job of is making sure that every speaker would serve intuitive healers interested in coaching. It also served other populations, the more general entrepreneurship audience. But again, my speakers knew that the ultimate goal of the summit was to bring people into the membership, which means I was talking to coaches. And so they did a good job of tailoring their content to coaches.

Lee McDonough:
So I think my speakers did a great job. I think where I could have improved was in the messaging and the marketing. But making sure that your speakers understand the purpose and your audience so that they can tailor their content to that audience that's going to result in higher conversion rates as well. And then finally I would view the summit almost as a springboard for your membership. So if there's anything that your ideal client needs to know or needs to believe or needs to do in order to really take full advantage of your membership, then incorporate that into your summit. That's one of the reasons why I did the behind the scenes look at the creation of the membership because I wanted them to understand the purpose and what they would get out of it. So if there's any knowledge deficit skill set deficit or mindset deficit that needs to be addressed before they enter your membership, use your summit as a vehicle to build up that knowledge for them.

Krista:
Wow. I love those pieces of advice. One follow up question I want to ask is the middle one, you mentioned about your speakers really understanding the audience and you're right, that is so important. That is how you're going to get the best results from your speakers, promoting from there the audience being able to take action from their presentations. What did you do for your speakers that helps them get such a good understanding of who they were talking to, who their presentations would be tailored to and who they're promoting to?

How Lee Made Sure She Got The Right Speakers

Lee McDonough:
Yeah, so I did create a speaker welcome packet and ultimately it started as a PDF guide and then it became a page on the website accessible only to the speakers. But it really walked them through step by step what the summit is, who it's intended to reach, the logistics of it. All of that was wrapped up in this speaker document and so that way ... And I included a frequently asked questions, I included links to all of that email swipe copy and the graphics. I wanted it essentially to be a one stop shop for my speakers so that if they had questions or if they needed anything, first and foremost, they could refer to that document. And then if it wasn't in the document, I encourage them to reach out directly to me. I also created a speakers only Facebook group so that we could stay in touch with each other, connect with each other, and if there were any important messages ...

Lee McDonough:
I did email everyone, but the Facebook group was also another great communication tool as well. What also emerged from that, which is really cool, is that the speakers started interacting with each other and building relationships with each other. And I know of several professional relationships and paying client relationships that developed as a result of speakers who met each other through my summit. And that's really exciting too. I feel like a matchmaker and that gives me a lot of pleasure and a lot of pride to know that I helped create relationships and I helped build the businesses of my speakers by connecting them with each other.

Krista:
Yeah. Isn't that crazy? Like how maybe you go into your summit expecting the most exciting part to be whatever results you see, but the most exciting part ends up being the connections you make and the changes you make for your attendees and all this stuff that it just doesn't get any better than knowing that you are a part of that.

Lee McDonough:
That's so true. That's exactly right, Krista. And I have such a smile on my face right now just talking about this and remembering this and just feeling grateful to be a part of those connections for other people.

Krista:
I love it. Thank you so much for being on today, Lee and sharing all of this. I'm so excited for anyone listening who has been thinking of launching a membership through summit. Those people now have an action plan that they can follow. So thank you so much for sharing so freely. Where can people go to learn more about you and what you offer?

Lee McDonough:
Well, thank you Krista, for having me on. I am so honored to be a guest and I'm always happy to share the behind the scenes look at my business if it helps another entrepreneur build theirs because again a rising tide lifts all boats so thank you for the opportunity for people who want to learn more about Coach With Clarity. It is a membership site for intuitive coaches and healers. You can head over to CoachWithClarity.com to learn more. And if you are interested in learning more about the Clarity summit, you can head to claritysummit.com. Right now there's a page where you can sign up and be notified about when the Clarity summit is returning and I am strongly considering bringing it back in 2020 because it was such a positive experience so you can sign up for the waiting list at claritysummit.com. And you can learn more about the membership and about me at coachwithclarity.com.

Krista:
That sounds great. I'll be sure to link to all of that in the show notes for everybody. Thank you so much for being here today, Lee.

Lee McDonough:
Absolutely. My pleasure. Thank you so much.

Krista:
Thank you so much for tuning in to this episode with Lee. I hope if you are thinking about launching a membership through a summit that you just got like a step by step for how to do it. Like I mentioned in the episode, it sounds like she basically just swapped her membership with an all access pass.

If you're following my strategies, you've maybe are in my membership or have read my blog posts seen on Instagram how I sell an all access pass through a summit. It sounds like if you just flip that with your membership, maybe do a little extra content at the end of your summit. You are going to be golden.

In the next episode we'll be chatting about using a summit in your sales funnel, so be sure to stay tuned for that. Now go out and take action to plan, strategize, and launch your profitable online summit.

 

Resources

 

About Lee 

Lee Chaix McDonough is the Founder and CEO of Coach with Clarity, and is a business coach for entrepreneurs seeking to leverage their intuition to grow profitable businesses and fulfilling lives. She is the force behind the Coach with Clarity membership, a program for intuitive, heart-centered coaches, and the author of the #1 Amazon book, "ACT On Your Business: Braving the storms of entrepreneurship and creating success through meaning, mindset, and mindfulness." Lee is also the host of the Work Your Inner Wisdom podcast and the forthcoming Coach with Clarity podcast. She lives in North Carolina with her husband Patrick, their two sons Jack and Ben, and their adorable pug Phineas.

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