Not Nice. Clever.

How to Create Consistent Content: Tips for Staying Organized and Avoiding Burnout

Kat Torre and Candice Carcioppolo Episode 206

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If you've ever struggled with keeping up or felt the dreaded burnout, this one’s for you! We’re sharing our best tips on how to plan smarter with a content calendar, batch create like a pro, and lean on automation to make life easier. Plus, learn how to stay inspired by stepping outside your industry bubble and connecting with fellow creatives. 

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Hi, I'm Kat, marketer turned brand storyteller. And I'm Candice, educator turned entrepreneur. And you're listening to Not Nice, Clever. As CEOs and leaders, it's your job to always have the answers. But sometimes you need a little help. Leverage, if you will. We get it. This is the place for you. So wherever you're listening, 530 AM Club at the gym, on your way to your next meeting or putting out today's fire, let's get into it.

In today's episode of Not Nice Clever, we are talking to you about how to create content with consistency, which Kat and I understand can sometimes be a challenge. But if you create a few systems in your life and in your business, creating content with consistency becomes much easier. So we wanted to break down some of our

best nuggets that we share with our clients when it comes to getting consistent online so that you can be in front of even more people every day and build those relationships and do even more business. So let's dive in. Yes. And you guys know, like we might've shared this on prior episodes, but I know Candice and I have talked about it too. Like we know how important consistency is, but we also know that we don't want you to burn out. And we also want you to be very

excited about the fact that you have all these platforms at your disposal. So let's make it fun. Let's make it potent, but also consistent. So our first tip that we're sharing is not revolutionary, but we're to share some tips to how to make it fun is by slowing down long enough to actually plan and have a content calendar in place. Now, if the term content calendar makes you feel overwhelmed or you're like, my God, I have to come up with.

all these brand new things like 30 days worth, a quarter's worth, like just think in terms of like the content for the week. Like I did this on Monday yesterday. It was one of the few things I did. Cause I was like, it's that time of the month y 'all. And I was not in good mood, but I basically looked at my brand pillars and I have three of them. And I looked at my brand pillars and I made sure that I had some sort of content around each of them. So I wasn't thinking about posting every single day. I wasn't thinking about hitting a specific, I was like, let's share one thing.

around each of the pillars. That way it's reflective of my brand. And I made two of them a reel and one of them a carousel. And so just taking that 30 or so minutes on Monday to provide notes for my social media manager, to make sure that it was aligned with my brand and business goals and planning ahead so that all I had to do was tweak a caption or provide some B -roll. It made it really easy. It probably saved me way more than the 30 minutes that I took.

on Monday to plan ahead. like, if you don't want to do a whole monthly calendar, weekly, starting there can be pretty approachable. So that's how I've adapted it for me. Candice, I'm curious, because I don't think we've talked about this recently. How do you do your content calendar planning with your social media manager? So right now we typically look at the next month. So we look at the next 30 days basically and say, where are we? But I feel like this is

low hanging fruit that people don't take advantage of is typically on your Google calendar, wherever you keep all of your appointments, you have things that are coming up already. For example, Kat and I know we're both going to sell it in New York. So I know that I'm going to create content around that event. So I'll go in my calendar for September and say, you know, sell it is on the 20th.

So on the 20th in the evening or in the 21st, I'm going to do a recap of Sell It because I do a recap for pretty much every event that I go to. And so I know that you likely have many things in your calendar right now and you haven't thought about how to make those events into content that positions you as an expert, shows you with credible humans in your industry and helps you to continue to grow and evolve.

And so that's where I like to start by really just saying, what am I actually doing? And how do I write that down in my content calendar? So I remember to make something to share with the world about it. And it could be as simple as I work with a lot of real estate agents, as you know. And so if you are having an open house, great, that is a piece of content that you can create and share on that day.

When you begin to think about your content in terms of the things that are already scheduled in your calendar, instead of like this thing that you have to make up out of thin air, content creation becomes much more simple because it's not taxing when you're just literally sharing what you're doing. One of my favorite reframes that I know we have shared on here and that we have spoken about at events and we're always sharing with clients is to really think about your

content as a form of documentation and sharing, almost as if you were like a sociologist and not like this creed or that has to whip things up out of thin air, right? Your calendar is a form of content. The conversations you're having with clients, a form of content. I know that someone's like, okay, but literally, Candice, what does a content calendar look like? And so I just want to start there. You can have a pad of paper.

and a pencil and you can make your content calendar and it can be written and you can tape it up on the wall in your office and I am absolutely fine with that. Or you can use a tool such as MetraCool or Planely, both online tools. You can create an account and actually digitally keep your content ideas, your content calendar together if that's more your vibe. Additionally,

You can use something as simple as a Google spreadsheet, put some dates on a spreadsheet and then put the topics that you want to talk about. And then the type of content that it should be. Is this going to be a photo, a carousel, a reel? Identify that. That's going to be really, really helpful. I think sometimes people get too caught up in like, you have to use this fancy tool. And I don't really care if you use a fancy tool or not.

I just want you to post and then maybe eventually you'll decide to use a fancy tool. But it doesn't really matter to me where you start. I'm totally fine if you do it on your notes app in your phone, on a piece of paper. It's all fine. Some Post -It notes. I don't care. Just want you to like get it out of your mind and onto either a digital page or a actual page and follow it. Yeah.

The question that we get a lot is often, what is the best X for X? And we're like, well, the best whatever is the thing that you are actually going to use. So if you are a pen and paper gal, I'm not, but I actually envy people who are because, not envy, but I admire people who are, because scientifically you're more likely to remember things that you're writing down. So if you're thinking you're listening or watching this right now and you're like,

but a paper calendar that's so old school, that's so, no, you're actually more likely to remember that. So that might be more effective for you, especially if you can see it every single day in your office, but also the Google Sheets. Like there are free Google Sheet calendar templates that you can just copy and paste into your Google Drive and then boom, you're done. When I had my creative agency, that was what I did. I set up the next three months of content calendars for each of my clients, literally using those same templates. And it worked because

Google Sheets is great for collaborating. So if you have a team member who helps you, or you just need to be able to share it, you know, that makes it really easy, better than a paper calendar. But again, there's no right or wrong way. It's the way that gets you like Candice said, to post. Because remember what the end goal is here. It's not to have a pretty project management tool. It's to connect with the people through your content. Right? That's the goal. I've also had clients who have like a beautiful

entire dashboards that are incredible. We love that they never look at that they never open that they never actually use because we work with busy entrepreneurs. Ain't nobody got time. I'd rather you just do whatever you're more likely to use and look at whatever is easier for you. Love it. Okay, next tip and I

This was the tip before we rolled it back and got super granular, which I'm glad that you had us do that because it's always good to remember that not everybody is where we are. I feel like this was a hot topic a year or two ago, the idea of batch creating content. And this is where like I walk the line of being potent and energized and excited or being consistent. And so I would say the idea of batch creating content, which

Batch creating your content means that you have a block on your calendar or a set time every other week or even every week for however long to specifically just record, right? Or capture content. Now, while I think that sounds great in theory, record all of your content for the month in three hours. But we work with busy people. And to your earlier point, your calendar is content and people want to go along on the journey with you.

which is super effective, right? Into building that emotional connection. So I would recommend how I've used it and I've seen it impactful is if you have a specific type of content, specifically like FAQ content where you're answering questions that your clients are asking you that you can record in one sitting and record like five to 10 of those all at once. I do that in my own content and it's where I'll capture questions from

my clients or even like Candace, the conversations that you and I have. And I'll have my social media manager record her asking those questions. And then I'll sit down in my little chair, which you can't see here on the screen, but I'll just literally sit there. I'll hit play. She'll ask me the question and then I'll just respond. And it's so easy because I'm really good at responding to things. Most people are, right? They're terrified if they're just like looking at the camera and they're like, what do I say?

But I recorded five of those in like 20 minutes the other day. And there we go. She shares one a week for the next five weeks. I did that in 20 minutes and she takes care of the editing and we collaborate on the caption. But that type of batch content has worked really well for me. And so I just, I would recommend with this tip against trying to batch everything that you put out there. What do you think Candice? I think once again, it's one of those things that depends on who you are because I know

Glenda Baker crushes it and she just records content. I think it's once a month, right? To the queen, yes. And so I think it just depends on your personality. Now me as an introvert, I have a finite amount of energy to be used at any given time. And so if you're asking me to create content for even more than an hour, I'm like, deuces, I'm out. Like this is too much. Yeah. My energy is gone. And then I have that like weird blank stare and I just can't fake it.

So that doesn't work for me. once again, I think it depends on who you are. What I found to be most helpful and what I'm currently doing today is I put two blocks in my calendar that say content creation time. And depending on my vibe on that day at that time, it might mean I am writing down my ideas for content or it might mean like, my gosh, my hair looks good and I'm feeling myself and I am going to hit record.

And I just do whatever makes sense for myself at that moment. But I do have the time blocks in my calendar remind me that this is the time that you need to focus on your business and your content and not everyone else's business and everyone else's content. So I think that's that is key to me is just making sure you have those times block. In addition to that, I am inspired regularly by my

conversations with my clients, my conversations with you. And so I might be heated about something that someone said that annoyed me and I'll be on my way to Starbucks in the car and hit record and do a little rant and post that. So I do also take inspiration by everything that's going on in the world and hit record for a minute, because everyone has a minute to be able to share that. so

I'd say I have like a hybrid content planning where yes, I have an intention of creating

but I also create on the go and on the fly. Yeah. And we've found that too with our podcast and like in determining like our best recording rhythm. Like we've got a recording block and a planning block on our calendar every week. And even though we're talking about the medium of a podcast, the idea of content creation and blocking time for it still applies. And I remember when we were planning for

me to be abroad in Japan and then you to be abroad in Italy last year, we recorded what like two and a half months ahead. And we, we found that the episodes, the content didn't have as much like stickiness as much like a liveness. Like it showed in the data, it showed in the DMS. And so we're like, okay, like let's get like a month ahead, but anything too far in advance, it loses that relevancy. It loses that. We're not just like sitting here like waxing poetic, like we're actually responding to things that people we know are struggling with. want it to be a value. Right.

Okay, so tip number three for maintaining consistent content. So far we have create a content calendar and batch create content when it makes sense. Basically time block for content I think is the key point there. And then lastly is automation tools. And this is really helpful if you are leaving on a trip and you still want to be consistent, you can use an automation tool to help you schedule out your content.

So I use Metricle right now and I don't schedule my content very far ahead of time, maybe a week if that. Same. But I might be like, it's too late in the day to post this, but I want to post it tomorrow morning. So I'll use Metricle and go ahead and schedule a post there. So that's super easy and free. So definitely check that out. Planely is another option. I even think Canva now has a option. They do. Yeah. I did see that recently. Yeah.

Like the same thing with like deciding what CRM to go with or what type of content calendar it's like, try them all out, see which one is the easiest to use, the easiest to understand and the most cost effective. And that's usually the one that you go with and. Metricool is very simple. It's lightweight. It was easy to set up. It's easy to understand the analytics for me so I can go in and scan it like on a weekly basis. Be like, like that drove a lot of traffic to the website or that drove downloads. Like, cool. Like let's do more of that. And so.

Don't ask us which one's the best because we found the one that's best for us. We invite you to find the one that's best for you and just know that you can't really make the wrong choice. But that even just using something like this is going to save you time, which is money as a busy entrepreneur. And we're just here to help you avoid that. I will say one thing that I like about using

something like a scheduler is that you typically have your captions all in one digital place. And I really like that because sometimes if you are using paper to plan your content, you're typing your caption into Instagram and then there's no way to copy and paste captions on Instagram. So you can't go back and like copy it and do anything with it. I like all of my captions in one space because then I can drop my captions into

chat GPT and say something like, Hey, chat GPT make me 10 threads in my voice using this as inspiration for the content. since I already wrote them and then dropping them there and it'll spit out 10 threads or literally anything I want, make a newsletter with this content. And it'll do that as well. So I like having my captions digitally accessible somewhere. So keeping them in Metricool or Planoly is really helpful.

All right. So we've shared some tips about maintaining consistent content now for the introverts in the audience and even the extroverts because everyone, if you're human is prone to burnout in some way, some form, some fashion. And we've gotten this question a lot. How do you avoid burnout in content creation? Because content is a marathon, brand building is a marathon. is not a marketing campaign, might be a sprint, but the overall

Act of it is a marathon. so avoiding burnout starts with first understanding your capacity. And you had kind of alluded to this earlier, Candice, about you've got your two blocks on your calendar each week and like that's getting the job done. And it's also not pulling you into me in different directions. And I love that too. I don't operate with blocks on my calendar, but I do know, and my social media manager knows this too, like she's getting...

five hey cats out of me and once and that's it. Like if I try to force myself to do anymore, it's just, I feel like I'm, it's like forced and I'm trying to like pull it out of me. And even when I go like live, I can't go live more than like 20 minutes, like sitting there and interacting. And so I think, and this is something that you have to like really be self -aware about and what are your limits? And also what helps me in avoiding burnout is taking time to like digitally detox.

Like I don't go on social on Sundays. Like that's usually like kind of my day of rest from like digital, physical, all of that. And then even after a certain time of night, like I won't go on too, because even just being plugged into it does drain your energy, even though you're not creating. Like I know you're, pretty good about those boundaries too, like, but you kind of just, I don't know. It depends. You have to figure out what it is, but take a detox time, right? Take a detox. Do not be afraid to.

literally take a vacation from your social media, it's going to be there when you get back waiting for you. And so I don't see there being a problem taking time off. I'm going on vacation in a couple of weeks and I will likely unplug for a little bit or I'll only post when I'm inspired when I not because I feel obligated just because I want to. I think that that's also a different energy. So if you're posting only because you feel obligated, then it might be time for you to take

a digital detox. And when I say a digital detox, I'm talking about even from consuming. Like don't consume content. I want people to create more than they consume. That's my goal for everyone. And if you are feeling stuck in content creation, then stop consuming for a little bit and see if your creativity comes back to you. And also, I use the word creativity right now, which is funny to me because some people are like, how are you so creative? like,

I don't think I'm a creative person at all. I think that there's not any creativity in me. I just think that I...

I'm interested in branding. interested. Maybe curious is it. Yeah. I curiosity might be a better word here. Like we get, we really think on it. We reflect, we analyze, we go introspective. That is where a lot of my ideas come from too. be helpful to the person who's sitting there being like, I'm not a creative person. I can't create content. Well, I don't think you have to necessarily be creative. I think you have to be observant and curious and

know something that you are excited to share. That's literally it. Yeah. I love replacing creativity with curiosity because then I think people do realize how creative they really are. One thing that helped me kind of put more boundaries in place, right? Because burnout is like you're kind of just you're giving too much. You're pouring from an empty cup, right? And so I always like to think of it like where am I like?

leaking energy or leaking attention or leaking focus. And one thing that I did, I don't think I even told you this Candice, this was like a couple of weeks ago, I got a new iPhone and I changed it so that I don't get any mobile notifications for any social media apps. I have to open the app to see notifications. I've never gotten notifications for social media apps. can't. See?

But like, I've gotten to the point, like, thank goodness personal branding is working. Like, I've gotten to the point where it was just too much. So if you're feeling like that, if you're feeling like forced, obligated to like respond and look here and this and that, like turn it off on mobile game change. It has been a game changer for me. I was usually pretty good at like only having it seen in like the notification center on my iPhone, but now I don't see it at all unless I open the app and I only open the app like a couple times throughout the day.

And my team knows to like message me in Slack if they like need me to respond to something or they see something that, you know, would be fun for me to respond to. Right. And that's it. It's so nice. Turn the, you guys aren't going to miss anything. By the way, nobody will also notice you took a break. Like you're so precious in that you think that like people in their busy lives are going to notice you were gone for seven days off of social. They don't, they don't notice. People have busy lives. Right. So next up is prioritizing value. We care.

more about you giving actual value that's going to help your ideal client than being online every single day. So I would recommend that if you are like, how often do I post, which is also a question, Kath, that we haven't answered yet because we know that the Clever Crew is asking. You don't have to post every day. If you are not consistent yet online, I tell my clients to pick two or three days a week to post and that is good enough to start.

two or three times a week. Pick one of those numbers, whatever one you can stick to and start that now. Do that for three months. And when you can do that for three months, you can layer in another opportunity to share more content. That's fine. But you don't need to share content every single day and you don't need to be on every single platform. What you do need to do is make sure that your content like Cat likes to say is potent. it is providing

value to your audience. And then also, I want to remind you that sometimes value is just entertainment. Right. doesn't have to be... Relatability, making people not feel alone. Right. That is absolutely value and it doesn't always have to be value in the form of education. Yeah. That is an important point. There is so many different types of definitions of value.

And I think understanding how your ideal client defines value is important. Like obviously you do want to be seen as an area of authority to solve their business problems, their on paper problems. But what about their off paper problems of feeling alone, feeling exhausted, feeling they feel I had a client tell me this the other day. She's like, am I crazy to think that I have something of value to offer? Like, and I'm putting all this energy and time and money into building my brand. And I was like, you're not crazy.

You're not. like, that's me just saying that, super valuable. I'll follow with some actionable recommendations, but I'm like, you're good. You're not crazy. Well, every human wants to feel seen, heard, and valued. That's it. So if you can make someone feel seen with their content, like you get them, it goes a long way.

All right. Last bit of tips that we're going to share here. We kind of already alluded to it, which tells you that we're always aligned here with the episodes we want to share, but overcoming creative blocks. So when it comes to brainstorming new ideas, coming up with fresh ideas, I think starting with not feeling like you need to be creative, but being curious is super helpful. knowing that not every idea needs to be new. Huge.

Right? It's just maybe you saying the same thing over and over again. And my favorite brand to think about when I think about this is Nike. Because no matter what we are watching or what magazine ad we're looking at, Nike is talking about just doing it. Performance, pushing yourself. Like that's what Nike's talking about over and over. It doesn't matter where you are.

getting the content from Nike, whether you are on Instagram, you see a commercial, it's on print. You know what Nike is talking about, the same damn thing. And you should be talking about the same thing too. Yes. This is where like the earlier example of having like three pillars in your content and sticking to that, not eight, not 23. And another analogy that I love to use is thinking for the parents in the audience.

Or even the aunts and uncles in the audience of like when you are with your children or your nieces and nephews and you're teaching them how to do something, do you try to teach them a million different ways of how to do the same thing? Like, no, you have to repeat yourself. You're like, I'm going to sound like a broken record, but this is how you do it. This is how you ride the bike. This is how you write your letters. This is how you do all of this. It's like you're doing the same thing with building your brand and communicating with your audience and teaching them how you can help them and how you're going to connect with them.

Repetition is not boring. I feel like people think repetition is boring, but repetition is. Right. Yes, that's how you build. That's how you grow. And obviously as you have more experiences and you have more knowledge, your message will naturally evolve as you have new experiences to share.

But I don't want you to get caught up in this cycle of like every single thing has to be something you've never talked about before. Right. Like that's the novelty is not useful here. Yeah. Catch any one of our episodes. We probably said the same thing. How many times in this episode have we said, and I think we shared this on a prior episode, but like you're welcome again, be potent and considerate. Man. And this next tip is perfect.

I recently started doing this. Do you want to share this one, Candace? Yes. Repurposing your content, making sure that you are using your content across multiple platforms when it makes sense. So for example, I a client that I was on with yesterday and her mind was blown because she's starting a YouTube channel. then, so we have like all these tasks for her to get her YouTube channel up and running. And then she was like, and I know you want me to do a newsletter, Candace. You want me to send that once a month, but I have no, what would I even put in that newsletter? was like,

How about your YouTube video that you created? Like you can write a paragraph about what's in the video and like, hey, you to learn more? And link to the YouTube video. And so we're just creating like this web where people are kind of getting caught in all of your content because no matter where they go, they see you. And then guess what? At the bottom of your newsletter is also your Instagram. And they can click on there. And it's all just connecting. It's like Disneyland. Yes, it's like Disneyland. Exactly. Content Disneyland.

go back around to your content and consume and consume and consume. And that is the goal. And like her mind was blown. She's like, I could do that. Of course you could do that. It's your content. And we should be trying to capitalize on all of the things that we're already doing.

And by the way, for those of you in the audience wondering if you're going to get caught repurposing content, you won't. I've done it so many times. And in fact, those are my highest performing pieces of content. Because why? Because I've repurposed something that already worked. Or literally posting the exact same thing. Yeah. Or literally the exact same thing. So I know you've done that. Like, my gosh, I have like, this is the best little content story ever. So I was going to in mid in New York and my

social media manager pulled my analytics from the month before and she said, hey, Candice, this was your best video from last month. And I think I had like 7 ,000 views and it was a video clip of me on stage and I was going to Inmin. And at Inmin, I obviously want to connect with people. Inmin is a real estate conference, one of the largest ones in the country. And it was in New York. And I obviously want to connect with people who also are hosting events and are looking for speakers because I'm a speaker. So I'm like, that's a good clip.

It was my best one from last month. Let's post it while I'm at Inman meeting all of these new people because we're following each other on Instagram or DMing each other. they're going to see. So I'm creating Instagram story content like going to Inman, can't wait to see you guys. And I'm talking to everyone who's about to go to Inman, which guess what? If I'm talking to them already, Instagram knows, hey, they're friendly, they're friends. The next time Candace posts, we're going to put that in front of them. That's how Instagram works, y 'all.

DMing people and responding to people's stories prioritizes your content in their feed. Yes, exactly. So if I'm on my Instagram story being like, I'm headed to Inman, who else is going? And then I put a poll and then everyone's like, I'm going, I'm going. And I'm like, my gosh, can't wait to see you. Can't wait to see you. Ooh, I'm excited. here's a picture from us from last time we were at Inman. Whatever. Right? And then my social media manager posts the exact same reel, same caption, we did not change one thing. I love it. a million views.

This was the Kylie one. One million views. I love it. From the same second time I posted it. Yeah. How crazy. Repurposing. Repurposing things that already worked will probably work better the second time around and the third and the fourth and the fifth and the sixth. Like you don't need to reinvent the wheel. Just give it a tune up and then send it on its way. Or you can also just look at patterns, right? I know that every time I post a green screen reel, it does better than all the other content that I post.

just by looking at the data every time. that's interesting because Mike, I've been experimenting with green screens. I think I'm actually supposed to post one later today. But for me, it's the haycat content, the long form, which you know how people are always saying like, you can't do long form, long form is dead. Short form is the way to go. Analytics don't lie. it's just, it's so well, it's still considered short form content because it's not long. It's like still, it's true. It's like a minute and a half. Yes.

Yeah, a minute and half ish, right? like that's compared to like the you hear every seven seconds, everybody says, right? Yeah, seven seconds, this and that. It's like, well, that's why it's important for you to look at your own analytics and see what your audience is connecting to. So you can do that on Instagram in the app. Or if you use something like Metricle, you get even more in -depth analytics. All right. Lastly, you got to stay inspired. What are some tips for staying inspired?

Surround yourself with inspiring people who you're actually excited to consume their content. have nothing like as creators, like we're not civilians in the content world. Like I like to use that analogy, but I still consume. And in fact, one of my favorite types of accounts, okay, here's a tip that like you guys might not think that I'm going to say one of my favorite accounts of all. And I know you follow them too, Candice, cause I've seen you leave comments on their reels is this couple out of LA and

the wife's name is Alexandra and her husband's name is John and they do couples humor. they move to New York already? I can't remember where they moved, but yes. Okay. Yeah. To be like back with family, right? Yes. So, right. John and Alex, they're so good. So relatable. They do give it to me straight, right? Yes. So good. By the way, guys, this is branding in action right now, literally as we're anyway, but I love watching their stuff because it's real life. It's not in my industry. It kind of just allows me to like

get out of the weeds of like the stuff that I'm talking about every day and to think of something in a different way. And it makes me laugh, makes me happy. And it has nothing to do with me furthering my branding expertise. It's just me watching them, you know, fantasize about how they murder one another because they love each other, but they also like, they're like, you know, that's my tip. That's my tip. What about you Candace? Definitely consume content outside of your industry.

And then surround yourself in real life with other people who are creators. That's always going to keep you inspired. And you need people who believe in content to be around you. And sometimes that's hard, especially if you're just starting out, if you're around people who are like, why are you wasting your time with that? Or you're too old for that. Or you're head's in the phone, like what's going on? Exactly. You don't need any of that. I'd say surround yourself with creators and

follow people outside of your industry and get inspired.

Well, we hope that you have enjoyed this episode of content creation mixed in with some consistency. And before we sign off, we would love to give a shout out to one of our clever crew who was kind enough to leave us a review. This is by Meg.

So Meg, shout out to you. She said, you're looking for a podcast set up that's up to date on all things, remember to follow Not Nice Clever wherever you listen to audio. And if you haven't already, drop that five star review. Share your takeaways. Tell us your story. We love to hear it. Signing off, you're not so nice, but also clever. Best use that mean business. you soon.

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