Have you imagined becoming an award-winning business? Wondered what it takes to win an award or been amazed by how some businesses keep winning business awards year after year?
There are many benefits to winning industry awards.
Awards bring credibility.
An award is a third-party endorsement.
It looks good on the company “CV”.
It’s great for raising the profile of your business.
And it’s excellent for team morale.
Entering awards will force you to focus and think hard about how you can improve your business and reflect on your successes. By entering an award you will be more aware of your strengths and weaknesses and as a result, you’ll focus on improving your business as a whole.
However, before adding award-winning to your company’s bio, there is some work to do. You need to demonstrate why you deserve the award and find the great stories, provide the figures to back them up, and then write it all up so that someone who hasn’t got a clue about your business can understand it.
In this episode, I’m chatting with Annette Densham, an award-winning PR and business awards specialist who works with business owners to build their confidence when it comes to entering awards as well as the practical elements of crafting the perfect award entry.
We talk about the benefits of entering into business awards programs (even if you don’t win), how to make an award-winning entry, the right awards to enter, and get some suggestions on how to attract the eye of the judges and make the most of the publicity that comes from being a nominee, finalist, or winner! Annette also shares one of her most effective small business marketing tips, how to identify the most appropriate award for your business and how to leverage the entire award process to position your business and increase your brand profile.
Important topics covered in this episode:
The benefits of entering awards, even if you don’t win.
How to incorporate business awards programs into your marketing strategy to amplify your credibility.
How to use your awards to attract new customers and team members with your nominations and wins.
Tips for catching the eye of the judges.
Checklist for optimizing your chances of winning awards.
How the process of entering awards will benefit you.
How to use awards as a credibility builder (even if you don’t win!)
Annette Densham is an award-winning PR and business awards specialist, which sometimes still surprises her because the only award she’d ever won was the Top Dog Achievement Award in grade 2. Losing her cushy corporate comms role, she had to reinvent herself, stepping out from behind the keyboard to build her own PR agency.
Using her print journalism and corporate communications skills, she works with entrepreneurs and businesses to build Googlicious profiles by sharing their stories across multiple channels, winning them awards, and getting them featured in the media.
If you have never entered or been nominated for a business award, then this is going to be a really powerful episode for you! It’s also for you if you want to optimize your chances of winning.
My advice is to throw your hat in the arena and get in there. You have nothing to lose.
Thanks for listening!
Hello and welcome back to The Accommodation Show. We help accommodation owners like you get the knowledge and skills you need to grow your business, improve your guest’s experience and increase your profitability.
Bart: Okay, everybody, welcome back to another episode of The Accommodation Show. This week I am joined by the wonderful Annette Densham. Annette thank you so much for joining me.
Annette: Hey, it’s cool Bart. I’m happy to be here talking about one of my favorite subjects in the whole wide world.
Bart: Yeah, look, we’re gonna be talking about business awards. And there’s kind of two elements that really interests me that I think will add a lot of value to you if you are listening in the car or watching us on one of the streaming platforms like YouTube. We’re gonna be talking about why to enter the Business Awards because we’re so busy. We’ve got so many things going on in our lives and in our businesses. And the other thing we’re going to talk about is how we put together a submission that is more likely to win and this is what you specialize in and know an awful lot about. But before we get going, I would love you to introduce yourself. let our audience know who you are, who you are and what your background is, and why we’ve got you in the hot seat.
Annette: So I’m one of these really weird people who knew when they were really young what they wanted to do when they grew up. So when I was 10 it was like, I love writing. I love storytelling. I love talking to people, I loved asking questions. My nickname My mum used to call me Little Miss sticky bake because I always had to know what was going on. So I thought wow, journalism is probably a really great career for me. So that’s really what I did for most of my life. I worked as a print journalist and worked for Fairfax and Knuth limited writing stories about all types of things. And, you know, we’re all journalists do when they get sick of the media, they go into corporate communications and PR so I transitioned into corporate comms and PR. And then about 10 years ago, after financial restructuring.
I found myself without a job and one of my friends said, why don’t you start your own business like you know stuff about PR and you know, stop about awards? So I did so here I am. 10 years later, still writing, still telling stories, just adapted it slightly. So I have an agency called the audacious agency and we specialize in business awards like that, our jam. It’s something that we just so immersed in because there’s just so much value for a business with business awards, but what we do really differently or we like to think so, is that because of our backgrounds, you know, the strategy, the PR the branding and marketing, which my business partner has, we’ve kind of melded that together and we create strategies for people around entering awards because what happens is a lot of people enter one and that’s it that actually ever tell anyone so they may as well not have done it. So the reason I’m in the hot seat is that in this little head is so much information about business awards, you’re going to pick my brain and I’m going to share it
Bart: I appreciate the little award that we’ve got in front of you. The International Business Awards. So for those of you that need a visual cue that’s on YouTube, so make sure you watch us there as well. But look a Yeah, look, I think that the fascinating part about what you do is PR in general and Business Awards, it always seems to be catered towards a certain type of business or a certain size of business. And if you don’t really understand how it works or what it actually does for your business and the power of it and why these businesses or businesses are entering. Then it can be completely unattainable. And you as a small business owner, I’ve never gonna do that. I just don’t have the time to do it. It’s not worthwhile. And I remember when I did my first course with one of your colleagues, it was Brooke who was talking about doing PR yourself. That’s when my mind kind of opened and said, Hey, hold on, just with a little bit of education, a little bit of knowledge, I’ll be able to achieve a lot of lot more and it’s all about sort of mindset, and how you set yourself up to do these sorts of things. So I think there’s a huge amount of value in learning what we’re going to be talking about, no matter what business size you are, and even if you’re a bigger business, you haven’t been effective at entering awards. This is definitely an episode for you.
Annette: Oh, absolutely. And that’s a really good point you make I think, when you’re in a small business or a specific type of industry like accommodation and tourism, it’s easy to kind of look at this very narrow band of what you can do, and what you can’t do because you don’t know what you don’t know. So unless someone tells you that there are all of these opportunities out there, you’re really just going to use what information you’ve got in your head, which a lot of the time is incorrect. Like so many people say to me, I’m not big enough for I’ve not done enough for there’s nothing out there for me and it’s like, we’ll have you looked. I was like well, you know, you’re just I just don’t think it’d be worth my while. And it’s like, Well, come on, come with me. Let’s explore this a little bit further, and people are amazed that they can enter an award, even if they’ve only been in business for six to 12 months. A lot of people think that you’ve got to be in business for a long time to enter an award. But there are so many startup categories, and you know, micro business and small business awards out there that enable people to put their foot in the door and get a taste of that exploration of where their business is at.
Bart: Let’s start off with that. I think that I like that pocket that’s already kind of given the answers to kind of the how, let’s do the way to start with why. And I mean, this might seem obvious, but I think it is. I really don’t think it is I think you’ll be able to answer it way better than anyone else as to why should we as business owners, take the time that we don’t have. I don’t have any time. No one has time for this. Why are we going to take that time and start to look at this part of our business?
Annette: Business Awards fall under the marketing banner and it doesn’t matter what industry you’re in, whether you’re in tourism, hospitality, PR product, or lawyer real estate, your primary job is marketing. That is your number one job with whatever you’re doing, because if you’re not marketing who you are, what you do, and why you do it. Nobody’s gonna know you exist. You know, you’re gonna kick this term around a lot. You’re the best-kept secret and how do you make money and grow a business? If you’re constantly slogging trying to get people in the front door? Like it’s tiring and you get overwhelmed and you get exhausted because it’s like hockey, you just can’t rely on word of mouth all the time. So entering business towards finding the time to do that is really about investing in your marketing and investing in your message because we were talking about this before we hopped on and started recording. Perception is such a powerful tool that you can use as a business to speak to your prospective audience and say to them with one of these.
We’re trusted, we’re respectable. We’re credible. We’ve been before a panel of our peers who have gone inside and out of our business. And as seen that what we’re doing is making an impact like that is something that you can’t buy that third party credibility and that’s why PR and publicity are so important and why our awards are important because it gives people that that psychological goal, you know that that full stop, where they go, Ah, one you’re in people’s vision, because you’re talking about it, you’re sharing it, you know, you’ve said yeah, I’ve been nominated or yes, we’ve made the finals or yay, we’ve won and people are sitting there mostly watching and following you know, a few journalists have said to me ages ago with radio advertising is really only 10% of people act on advertising or talkback, the rest of us are sitting there watching you know, just taking it all in and so people are watching So You Think about like something like the Oscars. You know, we all flocked to go see an Oscar-nominated movie that hasn’t even frickin won. But we’re flocking to see it because subconsciously, we’re going it has to be good because other people said it said it’s good. It’s like it’s really this mismatch of perception and manipulation. And that’s really what marketing it is, isn’t it? So understanding your target audience, sticking a message in front of them that they go Alright, I need to know more about these people.
Bart: So many questions kind of come from this and from my perspective, like I’m 100% into that why and we entered some awards ourselves and it’s exactly what you said. We get recognition from our peers, and that recognition is for us, especially international. So there are people that know about I’ve looked online that know about the accommodation show. I’ve never spoken to them in my life. But I hear about conversations that people have had to come back to me saying, oh, yeah, I was talking to, to, you know, Joe over there. And he said he was talking about your awards and I’m like, Oh my gosh, I didn’t even win the awards. The other thing that I find interesting, so there are two things that sort of really strike me here is that similar is confronting and scary. One of the things that you said was, I’ve been judged by my peers inside an app, right? And that to me, the reality is if people knew everything that I did, maybe I would still win awards, but there are also so many things I do want them to see. That makes sense. Things that you’re like, Oh, those guys do it better and we always have this and I know this is a fallacy for most business owners because we have a veneer of social media so everything that I see where what everyone else is doing looks fantastic, but you don’t see all the stuff that doesn’t work, and all the clients that they have annoyed in the past and that sort of thing. So the mindset of a business owner feels like they have to put this conversation down and say, You know what, it’s not for me, whenever we’re not in a position to apply for awards, what would how would you tackle that?
Annette: Oh, I get this a lot. You know, people make appointments with me to talk about it and then talk themselves out of it. And it’s like, it’s quite interesting to watch people go through this I’m really interested. Oh, my God, I’ve got to stop. Don’t think that I will. I always tackle that by getting people to talk about what their end goal is like, Well, what do you want to get out of this business? You know, what do you need to go next level and what are you currently doing? That’s not working effectively? Because if what you were doing now is working to the point where you go, you know, I want to increase sales by 10% in the next 12 months or you know, I want to have an 85% occupancy, occupancy rate or whatever that is for your business. Then sometimes you just have to learn to say, yes, suck it up and do the stuff that you don’t want to do to get the result that you want. And nobody wants any extra jobs. Like I’m sitting here looking at piles of paper of extra jobs I’ve got to do today and going where am I gonna going to fit it in, but it’s going to benefit my business. And I think probably a lot of the time is because we’re human beings and we’re emotional creatures, are we let that fear and uncertainty take over when we should be making business decisions on what the outcome and return on investment will be. So I say to people, where do you want to go? Where do you want to be?
And let’s use this process to get there and that’s why I think it’s really important I don’t think I know it’s really important that when you do add awards or any other marketing activity to your marketing tool belt, that you do it strategically, you do it methodically and you do it with purpose. Because if you’re just entering because you know feels, you know, like you just want to win a trophy or it’s about ego, then it is a hard process. But if you’re doing it because you’ve had some great wins, then why not get a pat on the back? And I think we don’t do that enough as human beings and as business people. Stop, reflect and look at where we’ve been and where we’re going and pat ourselves on the back. And that’s the beauty of awards. And it’s just it’s worth it. Because not only do you win and you get that PR but you also like I just said get to reflect on the journey that your business has taken. And quite honestly, it’s one of my favourite things is when you’ve had a conversation with someone, you’ve asked them lots of questions, you send back the entry, and they’re like, well, is that really me? And as I just make it up the bath last night, everything that you shared with me, it is you, and then when I didn’t realize I did one on Friday with a migration lawyer, and she was like I you know, I haven’t really done much and by the end of the hours like I had this list.
I don’t here are all the things you’ve accomplished in the last two years. And she was like, Oh, my gosh, I wonder I’m tired. Yes, it’s just crazy. But taking that time to invest in that process, gives you rewards, I think that you know, and in the brochure, but certainly beneficial to business growth.
Bart: Let’s talk about that. unpack that a little bit more. Because that’s one of the things I find for our business that this is actually twofold. So one one we’re doing three fold three for this three uses that I have this kind of stuff. So when I enter an award, it makes me have to reflect on the work that we’ve done over the past year, two years, three years of the past few months and kind of put that together all of that data and then information that I take and I send it out to my customers on our quarterly or yearly update and say, Hey, these are all the awesome things that we’ve been doing. We’ve been working on them beyond that we’ve actually received 1000s hundreds of 1000s of dollars of grants is all of that data and all that information that we’re using for the awards, the same information that we want to give to applying for grants because people want to know the answer to these particular questions, their bio about the business, what you’ve been up to what your wins are, all that kind of stuff. And then furthermore for us when we go to raise funding, we’ll be using all the same data points as well. So it’s kind of keeping you in track and on pace. I think the benefits of it so once you’re in once you start this, this whole thing and you start putting it together then it gets easier and easier to do and you learn more and more about the business and you as you find out the business is a lot better than what you might think.
Annette: Because when you’re in the thick of things, which is why people say I don’t have time to do this is when you’re in the day to day minutia of your business. You know, you’re answering emails, you’re dealing with customer compliance, you know, all of that stuff that we have to do is it does seem to be but once you’ve done it once I say to people, if you only ever enter one award, then you have a document that you can continue to use to give that keeps on giving. You know, like you said you’ve got your stats and your data and your financial information and your growth in your timeline and how you deal with customers how you deal with challenges and actually but you said something before about you know entering and and not wanting the judges to see the things that haven’t gone, right.
Well, the good thing is, is there’s really not many awards that says you know, how did you stop up in the last 12 months? That questions are really around what have you done, right? Because that’s what awards focus on. It’s not that they don’t care what’s not gone, right? It’s just they’re more interested in what have you put together over the last 12 months that has led you to where you are now. And another thing I think that stops people is they think that their achievements have to be you know, like I’ve changed the world or solve world hunger or, you know, I’ve turned to contender for me and don’t miss something, something really big. But the beautiful thing about so many awards is that the achievements that you will be bragging about can just be things like we grew by 10%, we increased our customer turnover. You know, we’ve implemented this into our business. And that really then comes down to what type of reward that you’ve entered.
Bart: Great segue, I love it. So now we’re going a little bit into the how I think the why we’ve got pretty much covered and I think we could go really into depth as to each business will have their own Whys as to why they’re gonna enter and I really love the fact that it’s twofold. One, it’s all the marketing stuff. They don’t want people to ignore the fact that it’s a amazing thing to do as a business person. It’s giving you the reality of how you’re tracking and how well you’re doing. Now if we move through to the how, you already started to mention it. I assume that the one of the first things you would do is kind of look at what’s out there will kind of awards going on. Tell me about that. process.
Annette: I would take it back a step. And I would focus on what my goals are for the next 12 months because then that will help you drill down and find the right award. So let’s just say your goal in the next 12 months is to grow your team increase your bottom line by a certain percentage and get more people inquiring into whatever it is that you do. So looking at that you got okay, well what would make those people feel safe and cared for and protected by a business entering a certain award. So like, you know that that cuts out a lot of those vanity awards. There’s a few out there that you get this random email that says, Dear Bob, we have still we want to include you in this and you’re like you’re going you’ve never even met me you don’t know who I am. How can I win an award. So you’ve got to be careful with those. Then you can start looking at what awards that you want to enter. So if yours is all about I want to get more customers that maybe you’re looking at a customer service or if you want to brag about your growth, then maybe you would enter a general business award which focuses on growth or focuses on you know, those steps that you’ve taken to get your business to that point.
Or if it’s about your product, then you know, we really want to get more awareness around what we’re doing. You know, we’ve got this beautiful, you know, restaurant or got these beautiful, you know, accommodation in the heart of Sydney. Nobody knows about it. Let’s enter an award for the design or for you know, the marketing that you’ve done. Although if you’re doing marketing, you’d have people in there so let’s not do your marketing on that one that doesn’t have a hierarchy but you get my you get my drift don’t you break down your goals into this is what I want to achieve. And then go okay that’s to do with customer service.
That’s to do with business that’s to do with tourism. That’s to do and that they your fingers do the walking, because most they’re all on Google. And that’s really how I’ve gotten started 10 years ago when I went, Oh, I’m just another little old PR agency run by one person. There’s all of these much better people out there than me. What can I do to stand out? What aren’t they doing? They’re not entering awards. I’m going to enter awards. That’s what I’m going to do. I’m going to showcase that my business has value compared to people who are bigger, better and been around longer than I have. So I just started googling PR awards, Business Awards, and started building this list. Sadly, there is really nothing online for a you know, a calendar that you can create. I am working on that.
Bart: With all the different awards and their categories. That’s what we’re talking about.
Annette: Yeah. Because, I mean, that’s one of the things that stops people really is finding these awards, because you know, like before we started talking, I typed in Hospitality Industry Award and it came up with how much I should be paying someone who works for me. So it’s like, you know, you really got to go down that rabbit hole. So then I went to hospitality industry Business Awards. Okay, there’s more coming up then and just on the front page, there was a Google there was three awards that I went, they would be perfect. That is one open right now called the HM awards. Yes, that people could be entering.
Bart: Which I know about as well so So you’re absolutely right. And one of the other top tips that someone gave me was to set up alerts based on those particular awards and then on Google alerts so you can are getting news articles and getting more information about about these sorts of awards. You can keep them in then when you see one put it in your put it in a spreadsheet, put it in your diary so that you remember it’s the next year you’re constantly keeping on top of what what awards are coming up and what the categories are. And then even if it’s not this year, you can kind of start to think about what the like, like you said what your goals are, is it that’s a category I should apply for I should be able to take out but it might be next year so I can get everything in place and ready.
Annette: And that’s a really good point. You know, you’ll see me starting to bang on about it towards the end of the year. Now’s the time to prepare for 2023 for awards to create a calendar to get your house in order. You know, do you need to, you know, go through all of your social media and stuff lading all of your stats, do you need to do your tax? Do you need to look at your systems and processes? Do you need to write some case studies, you know start collating that information and putting it in a Google folder or some type of folder on your computer. So that when an award comes up that you want to enter, it’s not such an onerous task because quite frankly, I think that’s what puts people off if they leave it to the last minute and then it’s all the big oh my god, we’ve got to get this dominance. You know, it’s never the best effort that you can make. So you know, it’s a beautiful saying prior planning prevents poor performance.
Bart: Absolutely love it. I haven’t heard that word for a little while. But it always rings true. So every if we keep them bringing down the house, so we’ve gone we were kind of establishing our why so therefore also target audience, you know, who do we want to be this award to be in front of who do we want to see it is about our peers. is about recognition, all those things about the whys before so we’re kind of figuring out the goal. Then we’re going out and we’re doing our research for the particular wards. So which ones are we going to apply for all right, cool. We found our categories we know what we’re going to do. Alright, cool. Now, I’m in trouble because I’ve got to do the work. On on the actual application itself, right. How do I win it? How do we win the award?
Annette: Oh, you went up by the things that you’ve just done by planning by taking note of the questions, transferring them into a Google Doc and talking the question out loud, so you know, what are your achievements and accomplishments for the last 12 months? It’s like a pretty simple question, but it e surprises you. Sometimes it surprises me. How many people don’t answer the question. So get to know the questions. And start making notes, you know, just dot points, so that you can start getting your thoughts together and looking at what is really going to be impactful for the judges. Most awards are looking for data. So if you make a claim and say my business grew 15% in, financial year 2021, 2022. Full stop, move on. Anybody could say that. Yeah, prove it. So if you really want to win, every time you make a statement, prove it. I grew my business by 15%. By investing in marketing, I worked with a PR specialist over 12 months, and during that time, I had 1 million impressions and 17 million views and then document how that folded out. You know, we increased our occupancy by 50%. How did you do it? So whenever you say something, asked the question, that how did you do it? Why is that important? Because that’s what the judges are looking for.
They don’t want to read it. And go sounds like everybody else. And another really effective tool is storytelling. So you know, judges are people too. And you know, when they’re sitting there reading lots and lots of awards. submissions, is making engaging, make an interesting put some personality and warmth in there, you know, it doesn’t have to read like a university, academic paper. You know, by all means, be formal, and, you know, be respectful, but insert something in there so the judge gets to the end of that submission and feels like they know you because even though judges have got criteria that they’re working to that also human beings it’s funny, there’s a theme. Yep. And they have unconscious bias and they have unconscious competence and they have all of those things going on in their head. Where they will look at an award that meets all the criteria and and puts the choice between the two. And one of those submissions is one that was engaging and interesting, answered the questions. Then they’re going to pick that one, because you’ve inserted themselves inserted yourself into their head.
Another really important way to win an award is a lot of awards will have support document optional. Now we say there’s no such thing as optional. You must do it because most awards are, you know, anywhere from 1000 to 2000 words. And for some people going oh my god, that’s so much. But it’s really not a lot to simply capture your business growth over 12 months. It can really only do the high points. So if you create these support documents that a very visual talk, you’re talking about your financial growth, put a graph in there if your financial growth over the last five years, you know, so the judge can look at that and go, this is a business that’s doing well. You know, everything that they said in their submission is backed up in their support document.
Bart: I love it. Look, I there’s a couple of things. One is I’m conscious of the fact that we’re rapidly running down the clock in terms of time that we have together today and I do like to keep these episodes episodes a little bit shorter so that I guess leave people wanting a little bit try to find out a little bit more information and do a bit of research. We know who to contact right? The purpose of The Accommodation Show is doing these episodes is to try to get people to start thinking about these different things and to get them enlightened, acknowledged or enlightened about these topics and from knowledge of knowledgeable people like yourself. I think that there is a lot more that we can explore in terms of how to actually win an award and the different steps that you can take but I think we’re gonna run out of time today to go through that in depth. Maybe we can do another episode or a get together and we can we can help people out with that we should do a workshop in the room together. Maybe we can do another episode or a get together and we can get help people out with that we should do a workshop in the room together.
Annette: I would love that that would be awesome that we can just start laying the foundations to enter awards to find make a calendar and then look at what do we need to do and start brain dumping those key points and let’s do that.
Bart: We’ll get all the same people from the same industry together and then there will be in competition with each other for the same awards.
Annette: There’s so many out there bar that I can help people have that spread. So you know, I think the thing when you have industry specific awards, is I’ve found with the hospitality and tourism industry, it’s a bit incestuous. And sometimes it seems like the same people win over and over again, to know what’s on going on there. So I always say to people, like enter something like the Australian Small Business Champion Awards. It has a tourism and hospitality category. It is a national award. It’s got a great reputation and for most punters they don’t know it at the Stevie awards. They probably have only ever heard of the Telstra Awards. But what they do know is when they see that little emblem or they see your trophy, or they see you on social media and see that you’re in it. Then they want to work with people who are winners. That’s why the influencer market is so rife, because people want to be around people who are doing stuff and winning and putting themselves out there. So as long as the award is respectable and credible, we can talk about that at the workshop.
Bart: Look, I’m gonna wrap it up for today. Thank you so much for taking the time and what’s the best way for people to reach out to you and kind of follow up if they did have more questions.
Annete: Via call if they go to the audacious agency.com There is a little boxer that they people can pull 20 minutes with me to have a chat and they can go this is what I’m doing. I can go you could do this, this, and this. Really happy to point people in the right direction. There are also a lot of resources on our website. We’ve got a free awards program, seven-part series, going from how to find the right awards to how to leverage your award and so you know, so there are recordings and they’re free and there’s a heap of resources.
Bart: So you don’t need to do it’s already available online right?
Annette: Yeah, well, yeah, but they don’t have me Then will you do but it’s a recording from years ago, I look totally different. And I’m way smarter now. And also follow us on Facebook for the audacious agency every day on posting an award that’s open, that people can build a calendar of just from the price that we do we give a lot of information away so that’s the best way to contact me.
Bart: Fantastic and a lot of our audience are international worldwide and you can pretty much work with anyone anywhere in the world. I take it
Annette: Absolutely. We just won two gold, silver Stevie. Great employer awards for a hospital in Saudi Arabia. Yeah, it doesn’t matter we get around.
Bart: Yeah. And if you do get in touch, make sure you do mention that you’ve come off of the accommodation show, which will stand you in good stead going forward from that. Look, thank you so much once again for your time. I really wish we could do this for a couple of hours but there will be room for that in the future. You’re wonderful. I’m it’s really made me think more about the awards. Actually. I think the biggest tip for me was get ready for next year’s awards. Like you know, get things thing have that list ready so they know exactly what we’re going to do and we plan it correctly. So that it’s a lot less work next year actually going through and applying for them.
Annette: Sounds like a cunning plan.
Bart: Beautiful. Have a good day.
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