Episodios
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In this episode I talk with Lizzie Mulherin, an experienced copywriter, brand strategist, and founder of Create Your Living on Substack. Lizzie has worked with top brands like Red Bull, Afterpay, and David Jones, and she’s here to share how she leverages Substack to build an audience, earn recurring income, and offer unique content. If you’ve ever thought about using Substack to amplify your writing business, this episode is for you.
In this episode, we talk about:
What Substack is and why it’s valuable:
Gain a clear understanding of how Substack works and why it can be an excellent platform for writers
Learn the differences between Substack and traditional blogging or newsletter platforms, and how to utilise its unique features
Monetising on Substack:
Discover strategies for building a subscription-based income on Substack, including how to structure payment tiers
Learn about setting up content behind a paywall, and balancing free and paid content to attract and retain subscribers
Attracting readers and growing your audience:
Explore actionable tips for building a loyal subscriber base, from leveraging social media to using Substack’s internal promotion tools like “Notes”
Learn how to use cross-promotions with other creators on Substack to expand your reach
Creating engaging, consistent content:
Understand how to choose compelling topics, structure posts, and find your unique voice to create content that resonates
Gain insights into creating a content schedule that fits your workload and keeps readers engaged
Personal branding and storytelling:
Learn how to build a personal brand that attracts your ideal audience, using storytelling and a consistent tone of voice
Discover Lizzie’s approach to sharing personal anecdotes to connect deeply with readers and build community
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Would you like to scale your writing business and maybe turn it into an agency? Would you like to have other writers working for you so you don’t have to do the actual writing? Or maybe you’d like to get work through a writer’s agency?
That’s what I’ll be talking about today with Sara Howard, the founder of Writers Australia, a content writing agency with some of the biggest brands on its copywriting books.
In this episode, Sara Howard shares her journey from solo freelancer to agency founder, offering practical insights and strategies for freelancers who are ready to scale up.
Here’s what you’ll learn:
How to start a copywriting agency How to find new business How to shift your mindset for growth How to know when to expand beyond solo work How to make your first hires How to choose the right personality fit for your team and business How to maintain work-life balance as you scale How to grow exponentially and scale/streamline your writing process How to plan your exit or succession strategyRead the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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In this episode, I chat with Leanne Shelton, founder of HumanEdge AI Training, about how copywriters can harness the power of AI to write copy quickly and accurately, without losing the human touch.
What you’ll learn:
How to overcome fear of AI: Discover practical tips to help you embrace AI as a tool that complements, rather than replaces, your creative abilities. How to train AI tools for your needs: Learn how to customise AI tools to fit your unique brand voice and specific client needs, and how to turn AI into your digital assistant rather than your copywriting competitor. How to use AI effectively in content creation: Get a step-by-step roadmap for setting up the right AI tools for your writing projects, including how to brief the AI tools using the right prompts, and how to refine the output to match your voice and creative standards. How to avoid common AI pitfalls: Discover why and how AI "hallucinates," and other common mistakes that can trip you up, and learn how to use prompts that ensure the AI tools delivers you content that is authoritative and credible from the stated sources. How to stay ahead of AI trends: Gain insights into how to keep up with rapid changes in AI technology without feeling overwhelmed, and get a curated list of the best tools for copywriters. How to integrate AI into small business content strategies: Discover how to use AI to generate content for your clients - from generating ideas to crafting headlines and more, including how to write an entire campaign deck in a few minutes - all while maintaining a personal, human touch.How to position yourlf as a Human-Centric AI expert: Learn why balancing AI with human creativity is crucial in today’s marketing landscape and how to position yourself as a leader in AI-enhanced copywriting.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Do you struggle to price your copywriting services? Do you constantly undercharge and feel undervalued? Do you see others less talented than you getting paid more>
If any of that resonates with you and you feel just a little bit annoyed that you’re not getting paid what you’re worth, this is the episode is for you!
Today, we dive into a topic that many creatives struggle with: pricing their services. In our chat today Andrew Griffiths shares his insights on how to charge what you're worth and build a successful, profitable copywriting business. Andrew is a business coach and the author of a book called ‘Someone has to be the most expensive – why not make it you’, one of the best books I’ve read for how to change your mindset and management practices around pricing.
With decades of experience on how to build a high paying clientele, his practical advice will give you a blueprint for how you can always get paid top dollar for the work you do.
In this episode, Andrew discusses:
His journey from poverty mentality to running a successful business The importance of mindset and self-worth in pricing your services Strategies for building credibility and showcasing your value How to handle pricing conversations with potential clients Practical tips for increasing your rates and attracting better clients Why consistency in your business is critical to success How to differentiate yourself in a competitive market The importance of doing what others aren't willing to doRead the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Would you like to earn a six figure income from copywriting?
Would you like to leverage your existing career to help you find new copywriting clients?
Would you like to write about something you love and get paid well to do so?
If any of that resonates, this episode is for you.
In this episode I talk to Sophia Auld, a health and medical copywriter who turned her 25 years of healthcare experience into a successful copywriting career. Sophia shares her unique journey and provides valuable insights on how to pivot your career and harness your background to succeed in the copywriting industry.
You’ll learn how to:
Transition from one career to another Leverage your existing skills to find lucrative copywriting clients Price your services Choose a niche that inspires you and pays you well Cold call clients using an easy-to-follow email pitch template Create a point of difference from other copywriters in your niche Discover your ‘why’ that will help you overcome self-doubt and imposter syndrome Market your business on a budget Use simple business development techniques to find a consistent stream of new clients Avoid rookie errors when starting outRead the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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If you’ve ever wondered what niching is, or how to niche your copywriting business, this is the episode for you. Whether you're considering specialising in a specific industry or want to understand the benefits and drawbacks of niching, this episode provides valuable insights and practical advice to help you make an informed decision.
In this episode I talk about:
Copy vs Content Understanding the critical differences between copywriting (selling and persuasion) and content writing (informing and entertaining) What is niching and the kinds of niches available Social Media: Posts, videos, ad copy Email: Newsletters, sequences, sales campaigns Content Marketing: Blogs, case studies, white papers SEO: Web pages, blogs, title tags Ecommerce: Product descriptions, category pages, sales emails Brand Storytelling: Brand narratives, tone of voice, case studies Sales Copywriting: Sales pages, landing pages, direct mail copy Video: YouTube scripts, webinars, course content AI Writing: Emails, product descriptions, technical documents Examples of copywriters who have niched Learn about those who have successfully niched in various industries, how they did it and why Why less glamorous but lucrative industries can be a good source of niche work The pros of niches: Easier business development Reduced time learning new topics Enhanced expertise and reputation Potential for higher fees The cons of niches: Limited variety Risk of boredom Dependence on one customer or industry Time required to establish recognition How to get started in your niche Using the 'hedgehog' concept to identify your niche Leveraging platforms like Eventbrite to discover niche opportunitiesRead the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Adrian Elton is an award-winning creative who has worked for some of the world’s biggest brands including Disney, Sesame Street, Australia Post, Fairfax and many others. Adrian’s career journey is as eclectic as it is inspiring. He started by studying interior design, transitioned to graphic design, evolved into an art director, became a musician, and finally found his calling as a copywriter. His work spans multiple sectors, and he’s known for his creative strategy and compelling copywriting. Tune in to discover how Adrian’s diverse background shapes his approach to copywriting and learn valuable tips for creating award winning copy.
In this episode, you will learn how to:
1. How to Identify and Develop Your Creative Talents:
Discover the steps Adrian took to transition from interior design to graphic design, and eventually to copywriting. Learn how diverse creative skills can be integrated and leveraged across different mediums.2. How to Break Into the Copywriting Industry:
Gain insights into Adrian’s unconventional journey into copywriting and how he turned opportunities into long-term success. Understand the importance of taking on different roles and projects to build a robust portfolio.3. How to Create Impactful Brand Messages:
Explore Adrian’s approach to balancing design and copywriting to create powerful and cohesive brand narratives. Learn the significance of headlines and brand positioning in advertising.4. How to Leverage Short-Form Content:
Understand why Adrian prefers short, impactful copy and how to excel in creating concise and compelling messages. Get tips on writing effective headlines and brand positioning lines.5. How to Apply Creative Philosophies:
Discover the influence of Bauhaus architect Adolf Loos on Adrian’s work and the principle of "God is in the details." Learn how meticulousness in creative decisions can elevate the quality of your work.6. How to Excel in Outdoor Advertising:
Learn why billboards and outdoor advertising are considered the primary unit of advertising Get tips on how to craft messages that capture attention.7. How to Use Songwriting to Enhance Copywriting:
Understand how songwriting helps develop a keen sense for language and rhythm in copywriting. Learn the parallels between crafting lyrics and writing compelling ad copy.8. How to Maintain Creative Momentum:
Learn the importance of continually practising and developing new ideas, even outside of client briefs. Discover how personal projects can keep your creative skills sharp and lead to unexpected opportunities.Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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I’m the author, ghostwriter and coauthor of 7 books about entrepreneurship. I’ve interviewed some of the biggest names in business. Ruslan Kogan from Kogan. Gabby Leibovich from Catch of the Day. Jane Lu from Show Po. Naomi Simson from Red Balloon. Simon Griffiths from Who Gives a Crap. And many more.
I’m often asked, ‘What have you learnt by interviewing over 100 of Australia’s top entrepreneurs? Do they have anything in common? And if so, what? Did they all get lucky or did they do something others didn’t?
I’ve learnt a lot from these people about entrepreneurship so I thought I’d dedicate an episode to sharing with you what I have learned from them all.
We’ll cover how to:
build a culture use language to shape the mindset of a company make your own luck – there is a 3-step formulas use your weaknesses to create a super power strength compete with the big firms even when you’re on a tiny budget level the management hierarchy so you are seen as being ‘one of the team’ start a meeting and break the ice write a cultural statement that sets your company up for success – with examples from Swisse Vitamins that saw them win “Best Employer” over multiple years give feedback create a content machine that delivers outstanding resultsRead the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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If you’d like to launch your own podcast to promote your copywriting business, this is the podcast for you.
Lyndal Harris is one of Australia’s top podcasting consultants. She’s launched hundreds of podcasts for a huge range of businesses and she’s here today to share her knowledge about how copywriters and any other small business owner - can start, launch and market their podcast.
In this episode, you’ll learn:
How a podcast can build your business What a podcast is and how it differs from other audio and video mediums Why an audio podcast often trumps a video podcast The best duration and publishing schedule for a podcast How to invite high-profile guests onto your podcast (even if you don’t have any listeners) How to build an audience for your podcast using email and social media Why evergreen content of a few episodes can be as powerful as creating ongoing episodes The technical elements of launching a podcast – hosting, editing, formats, platforms, software etc. How to find the right statistics to measure the success of your podcast How to find paid sponsors who can fund the production of your podcastAbout Lyndal:
Lyndal Harris is a Podcast Consultant and is passionate about simplifying your podcasting journey and getting your message out to the world.
She is the founder and creative force behind Podcast VA, who have launched hundreds of podcasts for both Australian and international clients, who collectively captivate millions of listeners worldwide. And quite a number of these shows have hit #1 in the charts!
Lyndal and the team reduce the stress and make your podcasting journey simple by offering a variety of launch and management done-for-support services, online training, as well as coaching and audits.
She started supporting clients with podcasting in 2015 and niched her VA business back in 2016 and was the first Australian VA to provide podcast-only support.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Would you like to land a copywriting job in an advertising agency working with blue chip clients? How about working in New York in the heart of advertising land? What about using your copywriting skills to write a bestselling novel?
If you like to learn how to do any of these, then you need to listen to Philip Taffs. He has worked as a Senior Writer and Creative Director in both Melbourne and Manhattan. He’s worked with major players like Menulog and Playstation and helped launch the Honda CR-V & Odyssey into Australia.
He has taught copywriting at AWARD School, Strategic Communications at LaTrobe University, Public Relations at Deakin University, and Advertising, Media and Social at Swinburne, and his bestselling novel, Bubby, was recently re-released in the U.S. to great acclaim.
You’ll hear how he did it all and some important lessons on how you can get your foot in the door to launch your copywriting career even if you don’t have any experience.
Here’s what else you’ll learn:
The connection between copywriting and novel writing How to market a novel and find an agent Advice for copywriters looking to write a novel How he’d market his novel differently if he had the time over again How he got his foot in the door of the advertising industry How to connect with Creative Directors of leading advertising agencies, even if you don’t know them How he launched the Honda CR-V into Australia; the highlights, the low-lights and everything in between The importance of being ‘nice’ in business and why it will win you work How he landed a job in New York How to network and find the right people to speak to What advertising life in NY was like and the differences in writing copy for the United States How novice copywriters can get noticed and find work even if they don’t have any experience What he thinks of AI and how it is being used in copy and branding Insights/techniques/formulas/processes he teaches that resonate most with the studentsAbout Philip:
Philip Taffs has worked as a Senior Writer and Creative Director in both Melbourne and Manhattan. He still has a client out of London and handled recent projects for Menulog and Playstation.
Major brand experience includes Honda (helped launch the Honda CR-V & Odyssey into Australia), Esanda Finance (headed up the account at Publicis Mojo), Australia Post (Joint Creative Director), and Cabrini Health (Creative Director).
As well as running his own creative consultancy, he has taught copywriting at RMIT and AWARD, Strategic Communications at LaTrobe University, Public Relations at Deakin University, and Advertising, Media and Social at Swinburne.
Philip’s novel, The Evil Inside, was published by Quercus London in 2014. (Same publishers as Girl with the Dragon Tattoo.) In February 2024, it was re-released in the U.S. under the new title, Bubby.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Greg Baker knows more than most about AI and where it's headed. As an AI futurist and lecturer in Computational Linguistics at Macquarie University, Greg educates students on the intricacies of Artificial Intelligence for Text and Vision, and blends his theoretical insights with practical applications.
He helps the C-suite understand the future of labour, how to maximise AI productivity gains and how to gain a deep technical understanding of what is possible. He is a director at the Institute for Open Systems Technologies and has worked at Google and CSIRO and is a leading voice in how to understand the opportunities that AI offers us today and into the future.
If you’re looking to discover how AI is impacting copywriters and the writing industry, this is the episode you have been waiting for.
You’ll learn how to:
Take advantage of the opportunities (and understand the threats) in the evolving landscape of AI Explore new developments relevant to copywriters, including changes in platforms like Upwork Understand, access and create your own Custom GPT to help clients create better copy Monetise Custom GPTs for your own purposes Examine niche applications of Custom GPTs and understand the relevance of large language models for copywriters Compare the emerging competitors to ChatGPT and use the right ones for your needs Get the most from models like Anthropic’s Claude Opus Use speech recognition programs to write your copy Get a job as a copywriter or screenwriter for computer games (and get paid more than ever before) Take advantage of the errors that ChatGPT makes when ‘hallucinating’ and turn that into a money-making opportunity (as a fact checker or sub editor) Understand the role Chat plays in Search Engine Optimisation (and why Google is in danger of becoming irrelevant). Create your own Chat Bot Assess how the ‘helpful, harmful or honest’ used my language models skews the results we getAbout Greg:
Greg is a lecturer in computational linguistics at Macquarie University, an author of 7 books and an award-winning music composer. His client list is a who’s-who of top businesses, governments and not-for-profits in Australia and around the world. His is also famous for his work preserving and restoring endangered and extinct languages.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Would you like to add copy editing, project editing and proofing to your suite of services?
If so, then this is the episode for you.
Matt Davies is a leading copy editor. He specialises in the health care and government sectors and has created a thriving business that lets him work on his terms so that he has the time and space to pursue his true passion – writing novels. He’s already written three and he is just going from strength to strength.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Have you ever considered adding ghostwriting of business memoirs to your suite of services?
In today's episode, we explore the riveting tale behind the meteoric rise of Swisse Wellness, as recounted in the new book, "How to Build a Billion-Dollar Business" by Radek Sali, the visionary entrepreneur and former Swisse CEO. I happened to be his co-author on this project so I thought it’d be interesting to have a chat with Radek about the ghost-writing process and to share some hints and tips on how you too can add ghostwriting to your suite of services.
The book details how Radek and his team turned a company that had $15 million in revenue and 30 employees, into a colossal $2.1 billion empire with over 1000 employees. He openly shares the highs and lows of his incredible journey, from teetering on personal bankruptcy, to engaging the world’s top celebrities as ambassadors. The book also covers how he steered Swisse from the brink of collapse and spearheaded the sale of Swisse to the Hong Kong based Biostime, which became one of Australia’s largest ever private business transactions.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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As a leading journalist with The Age and the Sydney Morning Herald, there’s not a lot that Jewel Topsfield hasn’t written about. Social affairs, politics, immigration, education, and global affairs are just a few of her specialty areas.
Beyond journalism, Jewel is a sought-after speaker, lecturer at universities and schools, and has led a team that won a Walkley Award and served as a Walkley Awards judge.
I’m talking to Jewel today about her life as a journalist and how her writing life has changed over the years in response to the changing media landscape, in response to the ways that we consume media, and in response to the way in which the success or otherwise of a story is measured and much more.
If you’d like a masterclass in how to research a topic quickly, and come up with world class content quickly that you know is going to be read by thousands of people, that has the potential to spark Senate enquiries – as her story on people smuggling did - you could take a leaf out of Jewel’s writing life.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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If you have a passion for a topic and would like to turn that passion into profit, you may want to build an online course so you can teach it.
Amber Renae is many things. She started out as an engineer and then pivoted, seamlessly into becoming a celebrity stylist. It’s a logical next step, isn’t it?
She quickly realised she has a talent for not just making people look good, but helping their content look good too and so she created a course that helped others monetise their expertise. She is now a leading specialist in helping entrepreneurs and influencers create online courses so they can live their dream life.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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AI and copywriting. Everyone’s talking about it but someone who’s really getting deep into the weeds of how it all works is Leanne Shelton.
Leanne is a copywriter who has taken a right turn and has reinvented her brand to become a specialist in copy and AI.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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Anxiety. We all have it, or elements of it, but some of us have it more than others. Writers, it would seem, have more of it than most. In this revealing podcast, Kerri Sackville, one of Australia’s most prominent columnists and popular writers discusses her writing life, and in particular, her unique relationship to, and with anxiety – how it helps her, hinders her and why it’s the creative force that underpins much of her work.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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To niche or not to niche? It’s a question I get asked a lot so I thought I’d interview Lynne Testoni, a leading content creator and copywriter. Lynne specialises in some of the most coveted topics – interior design, homewares, gardening, food, cookbooks and much more. She has carved out a niche writing career that enables her to write about what she wants, when she wants, and to work with the people she wants. If you’d like to learn how to successfully niche your copywriting business, become a subject matter authority and get paid what you’re worth, this is the episode for you.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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If you’re a copywriter and you’d like to expand your services and create a long term stream of income, you should consider becoming a ghostwriter.
What even is a ghost writer? In many senses, a copywriter is the ultimate ghost writer in that we write content for a specific client, we are largely invisible, we don’t seek credit for the work and we work hard to become the voice of that brand.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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If you’d like to explore how your copywriting skills can help you, or your client, write a book and become an authority in your industry, this is the episode for you.
Anna Featherstone is an expert author, publicist, independent book marketer. In this podcast, she reveals her inside secrets on how you can publish a book to increase your writing revenue.
Read the show notes
This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au
Join our community of copywriters at CopyClub.com.au.
See omnystudio.com/listener for privacy information.
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