Fractional CMO Show

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey is focused on discussing what CMOs need from their CRMs, the relationship between a company and technology, and how to build a strong marketing foundation in a company.   Takeaways: When evaluating whether you should work with a client, it’s important to examine their openness to using technology to help them improve what they do. It’s much easier to work with a company that is open to adapting and using technology. The baseline for any company’s tech stack is a quality CRM (Customer Relationship Management) tool. While some companies will try to force a tool like Mailchimp into the role of a CRM, it’s better to use purpose-made software. At its core, data warehousing refers to storing all of the data that could matter to your client in an organized, searchable way. Examples of data to store include lead origination date, lead source, contact information, purchase history, etc. The main criterion for a data warehousing solution that you need to consider as a CMO is whether you can easily access that data through queries. If you can’t extract trends in the data or filter it, that solution has little practical value. The right data storage tool for you depends on your company but at the very least you should be able to track a lead’s journey through the funnel. As the CMO, you don’t have to be the one that handles every technical aspect of implementing a new MarTech tool. Delegate out the details so you can solve bigger problems.   Quote of the Show: “I would much rather work with a company that was open to using middleware like Zapier to get stuff to happen than one who wasn't” - Casey Stanton   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/invite  The Fractional CMO Method: https://cmox.co/book/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/-Cy9Uj7nLJk 

Sharing insights from his own marketing journey is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey explores what you need to do in your day-to-day in order to solve bigger problems and get paid for the amazing work you do.   Takeaways: The bigger and more impactful the problem that you’re solving is for a client, the more you’ll be able to charge for your services. Your compensation is tied to the size and severity of the problems you solve. When companies like Deloitte are brought in to consult on how to fix a big problem, they’re brought in because they are known for solving big problems. How do you position yourself to become known for solving big problems? One way to gain notoriety for fixing large issues is to stop solving small problems. To do this you can hire someone or outsource the labor. For Fractional CMOs, you really need to have a marketing technician as a direct report to tackle the issues thrown at you.  You should be able to give your direct report marketing technician 15 minutes of instruction and let that inform their next 40 hours of work. For example, you would ask them to set up an email tool and then they would choose the right one and implement it. As a Fractional CMO, you need to make decisions that maintain a certain balance of speed and cost. While you never want to overpay, there are times when getting something done faster is worth paying extra for. When you think about solving bigger problems, try to globalize the problem and think about how you can remove it completely so that it never rears its head again. Even if there are small exceptions that need to be made down the line, get a process in place. When focused on the biggest problems, you provide the most value if you identify the critical KPIs to track, identify who owns those KPIs, and drive those people to deliver on those KPIs, every week, every month, and every quarter, that business will grow faster, with more predictability and less frustration.    Quote of the Show: “The bigger the problem that you solve, the bigger the impact and the bigger the paycheck” - Casey Stanton   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/invite  The Fractional CMO Method: https://cmox.co/book/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/SrDbp5Vr_ec   

Taking care of your mental health, along with your team’s mental health, is critical to growing as a marketer, let alone a Fractional CMO. Sharing insights from his own marketing journey is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey dives into that ways to measure your own success, which type of goals will be most fulfilling for you once achieved, and why celebrating the micro-wins within your team is so important.   Takeaways: Measuring yourself from where you are to how far you have to go to be successful will never get you there. Instead, create clear, tangible, and attainable goals and write them down. For example, instead of saying you want a half-million-dollar year Fractional CMO practice, write down specific income targets for hours worked. When you try to measure your success by working toward getting something like a watch, once you get the watch, it feels like a hollow victory because your eyes will now be fixated on getting some greater prize which will be equally as hollow. Don’t think that because you don't have a case study as a Fractional CMO, you don't deserve a $10,000/month deal. If you're solving a problem that needs the focus of a $ 10,000-a-month Fractional CMO, you have to charge appropriately for your work.  Your team should be looking to be responsible for more outcomes and increasingly challenging work. If you hire right and build a good culture, your team won’t be reaming about taking a break after finishing a task, they’ll be looking for what’s next.  It’s important to celebrate your wins and create an environment where your team can do the same. Celebrate micro-wins and call out team members who contribute. Create a culture of support, respect, trust, and camaraderie within your team. For example, create a Slack channel called “Wins” and use it to highlight team members for exhibiting a core value, going above and beyond, or coming up with a great idea. Once you kickstart this channel, your team will start to highlight each other.  Encourage your team to take time off and enjoy themselves, provided that outcomes are being met. As the Fractional CMO, it’s not your job to micromanage each team member and their entire lives.   Quote of the Show: “If you measure yourself from where you are to how far you have to go to be successful, you will never get there” - Casey Stanton   Shout Outs: Nibir Das Charlie Munger   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/invite  The Fractional CMO Method: https://cmox.co/book/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/jRkLkeqcLTA  

Let’s face it, successful email marketing is hard and there are a lot of nuances that go into doing it right. Here to demystify email marketing and guide you to peak conversion rates is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares great advice for anyone using email marketing as a channel including why they need a separate domain for emailing “Yellow Light contacts, what’s required for a successful multi-part email campaign, and how marketers can improve their email delivery rates with one simple question.   Takeaways: It’s vital to protect the primary domain of your rational clients if you ever want to have any measure of success with using email as a channel. Spammy practices can get your domain blocklisted by your own email tool and by the recipient’s email provider. The two biggest email and spam-related regulations that senders need to be aware of are CAN-SPAM and GDPR. CAN-SPAM applies to emails sent from or to email addresses in the US. GDPR applies to those in the European Union. For “Yellow Light” contacts with a higher risk of unsubscribing or reporting your email as spam, it’s safer to send emails to them from a separate domain and email. This protects the reputation of your fractional client’s company website and emails. To set up a separate email for “Yellow Light” contacts, you’ll want another domain that is at least a week old. For example adding company.co if you have company.com. Set up a 301 redirect so any traffic to that website is sent to your actual website and add UTMs. The first email you send to a list is crucial. Know what outcome you want and build a multi-part email series to accomplish that. Multi-part email series should range from 3-5 emails with each successive email filtering out those that have taken the action. Write emails as if it’s to your mom. People are more likely to engage with casual emails that are entertaining and enjoyable to read, rather than boring and dry corporate emails loaded with logos, links, and images. Consider timing and frequency when sending emails, ideally sending between 10am-3pm ET on Tuesdays-Thursdays for most businesses. This impacts email open rates, so it's important to choose the right time to send your emails for your niche. By asking recipients to reply to your emails, you can improve inbox deliverability and avoid being marked as spam.   Quote of the Show: “You never want to email someone multiple times to ask them to perform an action that they've already taken” - Casey Stanton   Shout Outs: MX Toolbox: https://mxtoolbox.com/  SEM Fresh & Spam Eating Monkey: https://spameatingmonkey.com/lookup  MailerLite: https://www.mailerlite.com/ Sendinblue: https://www.sendinblue.com/ NeverBounce: https://neverbounce.com/   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/call/ The Fractional CMO Method: https://cmox.co/book/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/U92XEmY4i-Y   

Safely securing your company’s data has never been more important than it is now, especially in the wake of the LastPass hack. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares a few cyber security best practices for your fractional clients, the tech details that you actually need to know, and why your customers’ data is the number one thing you need to think about as a Fractional CMO.   Takeaways: As a Fractional CMO, you need to accept technology as a part of your day-to-day and lean into it. This does not mean you need to be an expert in tech and cybersecurity, but you do need to think critically from the outside. It’s important to understand the basics of your clients’ technological infrastructure. Are their servers in the office or in a data center somewhere in California? Who has access? The number one thing you should be concerned about as a Fractional CMO is customer data. This includes leads, customers, partners, and anything related to them such as purchase history. This data is typically in a CRM tool or data warehouse. If your customer only uses one username and password for all of their users, there won’t be an audit trail linked to a specific user in case something bad was to happen.  Everyone that works for your client should not have the same level of visibility and permissions which give them access to everything in a tool that the company uses.  Using two-factor authentication is a great way to strengthen your clients’ security. Two-factor authentication requires users to input a code that is sent to their designated cell phone after entering their username and password.   Although it can be painful, a good way to keep your company’s data safe and secure is to lock everyone out of everything and then give them access once they need it.   Quote of the Show: “The first thing you have to do as a Fractional CMO is to lean into technology” - Casey Stanton   Shout Outs: Troy Hunt - Industry-leading security researcher https://haveibeenpwned.com/    Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/call/ The Fractional CMO Method: https://cmox.co/book/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube:  

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey dives into the importance of putting constraints on your work hours and how hobbies can help you become a deadlier Fractional CMO.   Takeaways: No matter what constraints you may have in your life you still need to get the same done. According to Parkinson’s Law, work takes the time allotted. What constraints are you adding to your life so that you can work more efficiently? By adding artificial constraints to your work day, it forces you to have to get your work done in that time. However you have to fill that freed up time with something else, whether that be meditation, marathon training, or spending more time with your family. Ask yourself what you would do with your time if you worked half as much as you do now? Even if you never want to retire, imagine what you would do if you were retired. What would fill your time? Now think about what if you could do those things starting next month. When you add constraints on your time by scheduling time for yourself to delve into hobbies, you make yourself have to work more effectively and efficiently which will make you deadlier as a Fractional CMO.   Quote of the Show: “The less time you have, the more pressure you'll have on yourself to get it right, be focused, and generate a great outcome.” - Casey Stanton   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/call/ The Fractional CMO Method: https://cmox.co/book/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/teUbxEhcnJI   

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey explains why core values are important for Fractional CMOs and shares a few core values that you should instill in the teams you build and lead.   Takeaways: Core values matter. They aren’t just another form of weightless corporate speech. In practical terms, you should use core values to make hiring and firing decisions. Core values help put a name to the intangible behaviors and attitudes we believe in. If a team member is falling short on a core value, make it known to them and coach them up. If they ultimately don’t improve and don’t exhibit that core value, you need to let them go.  When you let someone go, you give them an opportunity to find somewhere else that fits their core values better. This is better for them than trying to force themselves to fit your team’s core values. Suggested Core Value 1: Solve Bigger Problems. This focuses your team on thinking about the outcomes of their actions and solving for “the big stuff”. When given an important outcome, they’ll think big picture and find solutions that will work long term. Suggested Core Value 2: Get In The Foxhole. When a team member falls off track with an objective, the whole team surrounds them and helps them in any way they can and this should happen without having to ask.  Getting in the foxhole also means that you as the leader are willing to the scrum of solving the problem when necessary to make sure that your team is able to put everything into achieving the set objective. Suggested Core Value 3: Always Enthusiastic, Always Positive. Your team should believe they are going to succeed, but have plans in place in case of failure. Your team should be enthusiastic about doing the work and the outcome.   Quote of the Show: “I only want to work with people that are enthusiastic and positive” - Casey Stanton   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/call/ The Fractional CMO Method: https://cmox.co/book/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC  

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares how you can create your own hallways, when you should use non-scalable tactics, and why you need to become a collector of ideas.   Takeaways: Marketers generally look at the typical solutions to a problem and then decide which of those typical solutions is best. However, you can be much more effective if you bypass those solutions altogether. For example, cutting through a wall instead of picking a lock. Before figuring out how to solve a problem, first identify what you are solving for, then you can start thinking about the how. While scalable tactics are very important, when you first take over as the CMO, you should be looking for the non-scalable tactics you can use to get things jumpstarted. You can start scalable tactics that require lead time after you get the first few wins. Don’t start with scalable solutions. Start with things that work and then see if you can scale them.  When you come across a problem, step back and define what problem you are solving. Next, think about the typical ways a marketer would solve that problem. Once those solutions are out of the way, get creative and come up with an interesting way to solve it. When determining which problem to solve for your fractional client, identify which will have the biggest impact for your client and then think of the ways that you can solve it. Become a collector of new ideas and ways to do things. Pay attention to the way things are being offered in relevant marketing campaigns. Collect these ideas so you can test them for your clients down the road and scale what sticks.   Quote of the Show: “When you step into a business as the CMO, your job is not to come up with marketing campaigns that are going to last forever and be super robust because oftentimes those campaigns have a lot of waste to get started.” - Casey Stanton   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/call/ The Fractional CMO Method: https://cmox.co/book/   Shout Outs: Bill Mason Dan Kennedy   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/NuCrTuVQYYI  

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares what to consider when selecting clients as a Fractional CMO to determine if they could be a potential long-term client for you.    Takeaways: When you are evaluating prospects, it’s important to see if they have the potential to be a long-term client for you. The distinction to look for is whether they have a collection of offers or a business with more enterprise value.  One example of an offer is a company that sells an individual product, such as car seats for dogs, where the success outcome is simply selling the product rather than a business with enterprise value.  Business owners that provide an offer are usually very open to testing. They usually employ copywriters, funnel builders, and media buyers.  The downside of offers is that they generally have a shelf life. Sometimes the shelf life can be a decade, while other times an offer’s shelf life is a season. The two main reasons Fractional CMOs should avoid working with clients that provide offers are the chaotic energy that is inherent in offers and there is nothing of enterprise value being built. Without enterprise value, the business tends to be unsellable.  One sign that a company has enterprise value is that it has a sales team. Two additional signals are that the company is making strategic relationships with other companies and that the company is investing in itself. An example of the latter is investing in a CRM.   Quote of the Show: “If you are working with a company that does a couple million a year at a minimum and doesn't have a CRM, you're probably going to struggle” - Casey Stanton   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/call/ The Fractional CMO Method: https://cmox.co/book/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/MSGQZj2fyRs   

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares how you can create space for your creativity to flow, how to clear your head, and the potential business benefits that can come from simply washing the dishes.   Takeaways: Work doesn’t need to be defined as doing something that is all-engrossing and that requires 100% of your focus. For example, listening to a podcast about copywriting while walking your dog can still count as work. Solving a problem or creating an idea isn’t always possible if you’re just trying to grind out the answer. In many cases, great ideas come when you step back from the problem and let your subconscious take a crack at it while you do something else. Some tasks, such as washing dishes, can be a chance for you to calm down and allow your mind to wander and explore creative ideas without constraints. Find what tasks you can accomplish that also let you meditate and make time for them.  While in this meditative state, bring about an idea of something that you would like to improve. Think about that idea and let your mind wander a bit, but then bring yourself back to that idea or question and continue examining it. Come up with a great question and allow it to sit with you for a while so you can really contemplate it. Try using the “Morning Pages” exercise to clear your mind. To do this, grab a pen and paper when you wake up and write up to three pages of whatever is in your head, whether it be half-baked ideas, frustrations, to-dos, etc. Don’t stress about the format.   Quote of the Show: “I’m the Chief Dish Washing Officer in my home” - Casey Stanton   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/call/ The Fractional CMO Method: https://cmox.co/book/   Shout Outs: Gary Bencivenga - https://www.linkedin.com/in/gary-bencivenga-017b43b/  Brian Kurtz - https://www.linkedin.com/in/brian-kurtz-a1934/  Titans of Direct Response - Marketing Industry event TWSBI 580 - Fountain Pen - https://www.twsbi.com/products/twsbi-diamond-580-clear-fountain-pen  Ferris Wheel Press - Fountain Pen Ink - https://ferriswheelpress.com/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/7EyKzRLuDzE