Howdy mozz friends. It's Ross Simmons from Foundation Marketing and in this video I'm gonna be talking to you about something that I care deeply about how to maximize your content. We've all produced content.  You've prepared and developed pieces of content that you believe will serve your audience and congratulations. You've taken a big step.  It's an amazing situation to be in. Not a lot of brands do it, so if you've done it, congratulations. But what I want to talk about in this video is how you can ensure that the content that you're creating, the content that you're producing, the content that your team is developing quarter after quarter, month after month, year after year, is actually maximized for ROI, maximized for result and impact. So let's talk through the life cycle of content, how you can ensure that the content that you're producing is actually going to drive results, and how you can set your team up for success to leverage that content consistently so you are impacting your audience in a meaningful way. So how do you start all of this?  You have to do research. You have to research your audience. You have to understand the intent behind the things that they're typing into Google. You need to understand the problems and the pains that they're trying to solve. You need to invest time in researching the channels that your audience are spending the most time on. Why? Because what you're going to do is not take the typical approach of pressing publish on pieces of content, giving yourselves pats on the back and calling it a day. No, you're going to embrace this model, a model where you are actually going to distribute your content and channels where your audience is spending time and you're going to maximize the ROI out of your content because of that. But first, you have to create content with intent. You have to understand the intent of the assets that you're creating. You don't write blog posts for the sake of writing blog posts. Somewhere along the lines we've gotten into this trap where marketers have kind of thought, oh, all content just needs to be published. If you press publish on content, the world will be yours. That's not enough. You need to have with your content clear intent. You have to know exactly why you're creating these assets. And when you do that and you route it in research, then you're ready to launch.  You're going to launch that piece and you're going to be excited about it. And you should be. This is an amazing moment. But the next thing you do after you press publish on that piece of content is typically what's going to make or break that asset. It's what's going to determine if your content soars or if your content flops. And typically what people do is they just share them on channels that they own. And then, yes, it tends to flop. What is this? What does this mean? Money channels. Money channels are one of the four different types of channels that you can distribute your content on. There are four different channels that every brand should be able to understand and map out as it relates to the places in which they distribute their stories, their content, and the way in which that they distribute that content after it goes live. We have money channels. We have rocket channels. We have ghost channels. And we have questionable channels. What are each of these channels? So, when you look at this entire grid, you see audience fit and competition. In channels where you have high audience fit, high competition, we consider those money channels. What does that mean? It means your competition is already there. Your competition has identified that this is a channel where they too can generate revenue. They too can generate ROI. It's also high audience fit. If your audience is there, your audience is spending a lot of time on this channel, this is a money channel. It's a channel that you probably already own. Maybe you're on LinkedIn because you're in B2B. Maybe you're on Instagram because you're in B2C.  You're going to see ROI. And you want to leverage these as much as possible. Then we have our rocket channels. Rocket channels also have high audience fit. These are channels where your audience is spending a ton of time. These are channels where you want to be because you know that your audience is there. But it has low competition. Shh! Don't tell anyone. These are the channels that you don't want your competitors to know about because your competitors don't realize your audience is spending a lot of time on these channels. To the rest of the world, they might seem very risky. Oh, you're using Reddit. Oh, you're leveraging Facebook groups. This is a very risky channel. What they don't know is that all of your audience is there. So it's a money channel. I mean, it's a rocket channel. A money channel would be if your competitors are there. If your competitors aren't there, then it's a rocket channel. And these are my favorite. I love rocket channels because it means that there's not a lot of competition, which means that your content and the stories that you produce might be for a short period of time the only stories and assets on this topic and in your niche that your audience is getting exposure to. And if they're doing that and they're getting exposed to your brand consistently, you're building a true brand connection with an audience that really wants your content. So that's what you want in a rocket channel. Then you have low competition and low audience channels. What are those? Those are essentially ghost channels. Nobody's there. Your competition is in there. Your audience is in there. It makes absolutely no sense for you to leverage these channels and it's okay for these channels to exist. They're going to happen in every single niche. Some people just aren't going to be leveraging a certain channel and that's okay. You can ignore them. Don't go on them. It's all right. Avoid them at all costs.  These are channels where your competition levels are very high. Tons of people are using this channel in terms of your competition but no one is there as it relates to your audience. So it makes you scratch your head. Why are they there? Why is my competitor spending time on this channel? And that provides you with two insights. One, maybe you need to research and understand whether or not there's some real opportunity there that you're overlooking. Or two, maybe you need to ask yourself, is this just some legacy efforts that are happening where your competitors are using this because they used to work in the past and they haven't caught on to the fact that it's no longer working? Those are the questions you need to ask. Now, once you have an understanding of that, once you have an understanding of money channels, rocket channels, ghost channels and questionable channels, the next step is to ask yourself how you can leverage this information to create and optimize your distribution engine so you can really maximize that content. So you start to go to those money channels. You send that content out on the money channels that you own. This is typically where the life cycle of content distribution within most brands end.  We share it out on Twitter. We share it on LinkedIn. We might even share it on Facebook. And we'll send it out to our newsletter and the people who have subscribed to our list. And that's it. We call it a day and it's over. That all happens typically within one week. And then we start the process all over again with new content and we continue back and forth, back and forth doing this cycle just like it's Groundhog Day instead of recognizing that there are plenty of other opportunities that you should be leveraging to maximize your content. Most brands just embrace this. Money channels and that's it. What you're going to do is different. You're going to start to embrace rocket channels. You're going to start to think about how you can distribute your content in channels and in areas where your audience is spending time that your competition has overlooked. You want to ensure that you're spreading your content in sites and communities and forums and newsletters and sponsoring newsletters and leveraging newsletters, leveraging in product opportunities. You want to be thinking strategically around how you can distribute your content in ways that your competitors are overlooking and then you want to maintain that momentum. We no longer thinking about this in a short period of time. You're trying to maintain momentum and you're launching this content over and over and over again. You're keeping the hype going as it relates to your content. And then you're going to start to experiment. You're going to experiment and try things that other people would say is too risky. You're going to try things that might not even take a lot of energy and a lot of time but could ultimately unlock for you a new opportunity. Maybe you're going to experiment by taking a blog post and turning it into something new. Maybe you're going to connect with an influencer and see if they'll talk about your content. Maybe you're going to send a DM to someone.  Everyone's going to be encouraged and trained and taught how to leverage social to distribute that content. You're going to make a splash. You're going to experiment. There's no such thing as an idea that is too wild when you are embracing the experimentation status point in this engine and in this timeframe. You want to experiment with your content. Once you've done that, you want to start repurposing it. That blog post, that article, that essay that you created shouldn't live and die in just one format. It should be repurposed. Can you turn that blog post into a YouTube video? Can you turn that YouTube video into a podcast? Can you take clips of that YouTube video and then share 30-second clips on social, on LinkedIn, on Facebook, on Twitter, on TikTok, on all of these different channels? How can you repurpose your content? Can you take that content and potentially turn it into a new infographic, a carousel, a story that is interactive? What can you do to repurpose your content so it doesn't solely exist in one format? Once you start to do that, you might even turn it into something like a Twitter thread. You might find that one of those pieces of content that you repurposed takes a whole new life where it's generating more engagement, more dialogue, more stories, more narratives that ultimately give you the opportunity to connect with more people. You're also going to share that content. A lot of people, again, make that mistake, they share it once and then they call it a day. You're not going to do that. You have to recognize that the people who happen to be online on Monday at 3 p.m. aren't the same people who are online on Thursday at 6 a.m. in the morning, right? That is why resharing your content is important. Even that same newsletter that you sent out two months ago, two weeks ago, and you plugged an article that you were so excited went live. Guess what? Some people were on vacation. Some people didn't open it. Some people happened to be caught up in watching Paw Patrol at the time and they didn't get a chance to see your content. That's an okay situation. You want to leverage that. Leverage that as an insight to understand why you should reshare your content because people are busy. Not everyone saw your piece of content as much as you would like to think on the day in which it went live. So reshare your content, repost it, and reshare it frequently. Then you're going to think about syndication opportunities. This is how you can scale your content consistently across a handful of different publications, handful of different URLs that you know your audience is already subscribed to, that you know your audience is following and reading and consuming, and you want to syndicate your content through these channels. Now it can get very meta because if you repurpose your content into a YouTube video, you can take that YouTube video and embed it directly into the blog post that is ultimately now being syndicated into one of these communities and then you can reshare that piece. It all starts to work together. That is how you maximize your content. Now, at this point you might be thinking, whoa, this is too much, I'm done. I can't continue, but I beg you to please continue because there's one more major step, optimizing that content. You want to optimize and update that content for two key reasons. One, SEO, two, CRO. You want to optimize this content so it is more likely to show up in search. If you created that content with intent and you had the intent of ranking for some keywords that are informational or you had the intent of ranking for keywords that are going to be educational to your audience, you want to optimize it. You want to optimize that content based off of new trends and behaviors that you're seeing in the market. You're going to check out the SERP and see what new questions people also ask and update that content to reflect new insights and new information. You want to make sure that you're optimizing and updating this content with new data, with new graphics, with the new assets that you might have already developed and you start to embed them in there. You might start to take graphics that you leveraged in a piece of content that you repurposed and start to update it with that as well so you can leverage Google Images. You're going to put the YouTube video in there, Google and YouTuber and Kahootz. Of course, they're all one entity. You want to leverage that to optimize and update your content on a regular basis. This is maintenance mode. This is when every six to 12 months you are doing a refresh of your content. Why? Because you recognize the important of maximizing your content. You recognize the idea that a piece of content shouldn't just live and die within the first week of being published. It's something that should be maximized. It's something that should be optimized, repurposed, syndicated, distributed and leveraged so you can unlock rocket channels that will ultimately give your content the opportunity to go to the moon. Thank you so much for checking out this Whiteboard Friday. I hope you enjoyed it. I'm Ross Simmons and I would be happy to connect with you on social. I'm at the coolest school and I would love to connect with you there. Take care.


So let's talk real quick about firewalls and this question comes up a lot people always ask me is this firewall good Is that firewall good? The reality is they all are gonna need patches There's always gonna be something that they find that causes a problem that causes you to be patched So you have to make sure it's up to date That's one of the first rules about any firewall you get But you have the ones you can find at maybe a retail store like the netgears and link sys And then you have your more commercial ones like let's say Cisco juniper or 40 net And the question is a big Almost religious style debate of who has the best firewall and I always kind of lean towards believing that open source firewalls make for better firewalls because hiding things Doesn't work and that's one of the problems a lot of these companies do they don't have a good grasp on code Auditing I would guess someone thought it was a good idea to hard-code a password and that happens way more often than it should in 2017 and we'll run down some of the issues here So here's the neck here and there was a nasty unpatched vulnerability exposes neck you roused easy hacking and So there's a vulnerability for it and it turns out it doesn't require anything Authentication and people turn these into of course bot nuts Which means from the time the problem occurred all these people that have these installed and lots of small businesses are very at risk for this Their routers got turned into bot nuts because generally they have their friend install it They're not managed you're not managed by any type of security company And they're not being audited to make sure that they have a firewall that is properly patched Therefore they become part of the giant botnet and lots of home users are vulnerable to this as well Because they these companies I am not sure what they were thinking or not thinking security is hard I'm not a security expert in terms of writing code, but some things seem obvious and some best practices should be followed And now recently we have eris and this is a September of 2017 and we just found out that eris has been hard coding some passwords in there So apparently with a lot of the eris cable models provided by lots of the cable providers the default user remote SSH and 5s a p9 i2 6 was a valid username password Combination hard-coded into these and hopefully they have a firmware update by now that gets these Fixed, but they found three back doors in these things Anytime these companies anytime someone stops and go let's hard code a password into our device You're asking for trouble you're asking for a device that you know security through obscurity horrible idea It's 2017. We got to stop that practice So I don't know what came through their heads about this, but here's the other side of it. Here's 40 net A definitely commercial one. You're not going to find this on a shelf at Best Buy 40 net makes a commercial firewall. That's a very popular one. It's a strong firewall, but They hard-coded a password as well. I do like the fact that it's a higher entropy password So it is a lot longer than your usual at fgt abc 11 star xy plus qq z2 7 Okay, we got a better password and the username is 40 manager underscore access But why is it hard coded in there? This is just a horrible ideas. Good news is 40 net After it was disclosed with them they were able someone was able to get a patch out after it was Properly disclosed and apparently builds between 2012 and 2014 contained this now Unfortunately, there's probably some it administrator that is overburdened with his office and has not updated his 40 net from 2014 and this vulnerability still persists now Hopefully they don't have ssh open to the public But some of them do because they say I just want to be able to work on it from home So you have a compounding problem of security first 40 net decided to put a backdoor in there for convenience And then for convenience again, you probably have some it administrator going. I just want to work on it from home I don't want to vpn in and then get into it So a couple lapses in security and we have a major problem, but they're not alone Here's juniper firewalls and they found that they had a backdoor open since 2012 and they'll see this was published in 2015 So it's been a little while, but they released series of patches as well But back to why did they hard code this and this is what it comes down to with the firewalls You really need good support and then you need someone applying those patches for the supports These are things you can think about security now firewalls aren't the only way security breaches happen Matter of fact, the majority of security breaches are not from the firewall But they're from the users clicking on something on the other side of the firewall But it's still really important because when a vulnerability is found It is very quickly turned into an automated task that bots run around and install things So this has to come into your thought that if this attack occurs it escalates very quickly as it did here with the Netgear and turns them into bot nets that go around attacking more netgears with these default usernames and passwords This is one of the reasons I'm such an advocate for open source security I do not believe in security through obscurity. I believe in best practice I'm partial to pf sense because I've used it a lot. We deployed a lot for clients It works really well, but they're not the only open source company out there making good firewalls I think more of these firewall companies should be open source though because having people look at your code security practice such as hard coding a password for convenience Are not accepted in the open source world any major open source products, especially one like pf sense has gone through code audits They They will not allow something like that. They just know it would be embarrassing to have a submit And you're you're changing radical and we decided a hard code of password to make life easier for you That won't fly. I don't know why it flies in some of these other companies or who thinks that's a good idea But when you start developing things in a bubble in your own bubble of thinking I'm just going to use a really complicated password that way anytime we have to do testing, you know, it's conveniently there Uh, that's yeah, that won't fly in the open source world That's one of the reasons I'm such an advocate for open source firewalls pf sense and many others So I just want to share those thoughts on security. The good news is most of these vulnerabilities You know have been mitigated, but stop and think and stop and patch If you're using one of these uh consumer firewalls, especially Or if you're using the firewall provided by your cable provider Yeah, maybe they what makes it even scarred at them is sometimes they apply their own Updates and changes to the firewall We ran into that with some of the little comcast ones forcing the management port open On their firewalls and they don't do that now But some of the older models that was a discovered not around ability But it was an annoyance because you can't pass PCI compliance with it With it forced open and comcast that it was for management purposes, but most of these Firewalls or firewall combination kid modems that you get from Places like your cable provider can be put in bridge mode is what we do for our clients is bridge them over to a better firewall So this is less of an issue when we're not relying on the hopefulness that they update the firmware On on their system if a vulnerabilities found This is the goal is to keep everyone protected But you know my opinion back to open source That's kind of the way to go with this But no matter which one you go with please keep it patch keep it updated and keep an eye on that those updates Are very important So that's my little morning thoughts on firewalls here as i'm running through and looking for some seeing these vulnerabilities and these Eris modems and Deciding what needs to be done about them You know if it's something because we have a few clients with them You know, I just wanted to share my thoughts on firewalls in general and my always dumbfounderness every time I find out Another hard-coded password was put in because these companies apparently Think that's a good idea because I mean here in september 2017 We should not be hard coding passwords because someone will find them the internet's big and leaks go fast So if you like to count in here like and subscribe just want to share that with you guys and uh, thanks a lot


What practices can I do to increase my intuitive gifts? You could get at least one other person and you all sit back to back. You're not facing each other. And what you do is you lay out like five different objects. You might have like a rose quartz, clear quartz, Pyrex, a quarter, and a nail clipper. Everyone has their own set, but one person picks out one thing. Say I pick up a quarter and I put that energy into sending that thought out to everyone and I might see like a slot machine spitting out quarters or a roll of quarters and everybody picks up that item and they hold it in their hand. And you can tell when everyone's hands out and then when everyone's made up their decision you flip your hand over at the same time and you can see who got that one correct. Now my daughter and I have done this and we'll hit around 80, 85%. If you only have five items there's a one in five chance, which is 20%. It's much greater than the law of probability and odds. And so that's one way that you can work and practice on that. You might want to keep yourself grounded because once you're grounded with the planet and yourself you're gonna find that these abilities will come to you more naturally. Clearing the mind and releasing the fears will bring them on as well.


Do you consider yourself someone with a strong mind? While there's no single definition for mental strength, many researchers agree that it's measured by inner strength, fortitude, self-control, and good emotional adjustment. Here are seven signs you have a strong mind. Number one, you're in control of your emotions. A sign that you have a strong mind is knowing how to balance your emotions with logic. You don't react to situations right away, but rather you take time and approach it with a clear mind. Unlike others, you don't try to resist change or dwell on negative feelings because you know it doesn't do you any good. You're patient and strategic in reaching your goals, and you don't let your emotions cloud your judgment. Two, you know how to handle failure. Do you go after what you want, even if you know it might not work out? A sign of mental strength is determination and resilience. You're not afraid to fail. Setbacks don't get you down for long because you know it's all a learning process, even if it's scary or uncomfortable at times. You take risks and push yourself to be better. You know you can always bounce back from all of your failures. Three, you learn from your mistakes. Because you have a strong mind, you're able to accept when you've made a mistake and take responsibility for your actions. When things go wrong, you don't wallow in self-pity or hide behind excuses and shift the blame to someone else. Instead, you own up to your faults with honesty and maturity because you know that mistakes are just opportunities for personal growth. Four, you live life according to your values. Do you march to the beat of your own drum without caring what others think? It's a sign that you have a strong mind when you don't let other people's judgment hold you back from how you want to live your life. You're self-motivated and self-sufficient. Your choices are based on your values and principles, and popularity, money, or power won't change any of that. After all, you are no blind follower. Five, you're able to be your truest self. Are you comfortable in your own skin? Another sign of having a strong mind is that you're open and true to yourself. Pretending to beat someone you're not to impress others or gain approval isn't something you do because you don't need validation from other people. You're not afraid to be vulnerable or to express yourself in an honest and heartfelt way. You're able to accept yourself for who you are. Six, you have a strong sense of self-worth. People with a strong mind also have healthy self-esteem and a stable sense of identity. No matter how bad things might get, your self-worth isn't tied to the opinions of others. You don't need external factors like fame or praise to make you feel you have worth. Rather, you find worth in yourself and in the strength of your character, and no one can ever take that away from you.  Finally, a true sign of having a strong mind is if you can be realistically optimistic. You see things not only for what they are but also what they could be. While looking at the bright side of life, you keep your expectations reasonable and are careful not to let your optimistic tendencies blind you to reality. Even in the gloomiest of situations, you're hopeful and you keep a positive attitude. Do you recognize any of these signs in yourself? Would you consider yourself someone with a strong mind? Let us know in the comments below. Also, remember to like and share this video with those who might benefit from it. The references and studies used in this video are added in the description below. Thanks for watching and we'll see you in the next one.


Thank you. Okay. Yes, you're so welcome. Thank you. What we'll do on this call, and this will be, this will be, we'll get this done quick in the next, in the next, hopefully in the next few minutes, but this is very basic, but this is the most important, your custom audiences. It's all about custom audiences. That's why when you start to run Instagram ads or when you start to run Facebook ads for any business, you have to allow Facebook to start segmenting and start categorizing people who are landing on specific pages. So in your case with your landing page, what we're going to do is we're going to, let's just copy that now. So go to your, go to your cartridge page and just grab the link for the landing page, which is the opt-in page. And all we're going to do is click on the three dots and we're going to get code or link. All right. So pages and then landing page. Yes. Get code. Yes. Okay. Yes. Okay. Click that coder link. Okay. I clicked on that. Yeah. And what we're going to do is we're going to copy. We don't need the HTTPS. All we're going to do is copy from David all the way to the right. So get your link, copy it from that first word or that first letter all the way to the right. All we need is that. We don't need the WWW or the HTTPS. We don't need any of that. We just need the URL. Copy that. Okay. Okay. Okay. I got it. Okay. So copy that. And then now we're going to go to the ads manager. Make sure we're in the right account. And then we're going to click on the dots to the left. Actually, you know what? You got your bookmark. You got your bookmark. Click on audiences. You got your bookmark custom audiences. Yes. I did bookmark custom audiences. So let me go there. Custom. Oh, no way. I got, I just clicked on custom conversion. I need custom audiences. Yes. Let me see. Oh, here it is. Okay. I got it. Okay. Perfect. So here's the deal. Let me pull this up real quick. Okay, good. Okay. So let me opt in to this one. Because there's going to be a few audiences that we create right now. Okay. So here's the deal. We're going to click on audiences and we're going to come to this. So you should be right here or, or did, did yours look like? I am. Okay. There's nothing on the right. No. We did an audience for intro video. Yes. Perfect. Perfect. Perfect. Okay. Cool. So now we're going to do the links. We got the video. Now we're going to do the links. So here's what we're going to do. We're going to click on the blue button to the left. Custom audience. And, and over here, let me explain this part as well because this is super important. This, these are the different options we have. So, so what we're going to do website right now. But the other ones are, are super powerful as well. So customer list. This right here is powerful for your in your case with your other business. So as you start to sell the upfront product, you start to build an email list of all those customers. Then what you can do is you can upload that list, that email list up to Facebook and create a custom audience in Facebook. And now, now you can name that audience, my customers, my, my, my, my product customers. And now all those people would be in a, in a custom audience, which you can then run an add to in the future. So you can do it with, with, we're going to do arts today with website, but you can also do it with an email list. That's customer list. We can do it with video, which is what we did the other day. We set up your. And then we can do it with Instagram. So anyone, this is going to be powerful when we start running Instagram ads. We're going to be able to create a custom audience of everyone who has ever landed on your Instagram account. Yes. So we put all those people in a very specific audience. And then we, we target them in the future with Instagram ads. Yeah. Very powerful, very powerful. Same with your Facebook business page. Same with your Facebook business page. And then also shopping, create an audience of people who interacted with your products and a shopping experience on Facebook or Instagram. So that's when you set up a shopping section on your Facebook business page, which we'll get into later, but really right now what's powerful is website, customer list, video, Instagram account and Facebook page. Okay. Okay.  But right now we'll do website. So let's click on website. And then that's going to bring you to this, this right here. Okay. So let me click website. And yes, I'm there. Okay. Perfect. So we're going to make sure that this. Dot is green. That's going to be that. Thank you. I was just about to ask you that my dot is red. Okay. So hit the drop down. And let's, let's make sure that you see your account right there. Do you see any drop down? I do. I do. Is that the one that's going to say Michelle real estate though? Or should it say shelly Higuaro? No, it should say the real estate one. And again, in the top. Okay. In the top right. In the top right behind this square, make sure you're in the right account. You see my account at the top 44096. Yeah, let me go. Let me, let me, you may not be in the right account. Okay. You're right. Yeah. Okay. So let me go in the right account. And then now how do I get back to the page you were at? Just click create the blue button again to the left. As you navigate through the dashboard. Facebook will have you in different accounts. So you always want to check that drop down. Always check that drop down. Make sure you're in the right account. Okay. I'm now in the right account and that is green. Perfect. We're good. Okay. So now let's click on the drop down right here. All website visitors and we're going to go to people who visited specific web pages. And then we're going to change the 30 to 180. 180 is the max. So Facebook's going to allow. Facebook's going to have the ability to track people who have landed on this specific page within the past 180 days. So what we're going to do now is we copied the link to our landing page and we're going to paste it in right there. Okay, let's see. Contains on a URL, at least one of these values, right? And I'm clicking it on that contains the one that. And then just paste it in. Yeah, just paste it in right there. Okay, got it. Okay. Now here's the next step. Here's the next step. This is, this is, this is what you want to, again, everything is, is very specific. We want to be very, very specific. What we're doing here is we're creating an audience of people who land on the landing page. Now, when you really think about it, there's two types of people who are ever going to land on the landing page. One per, and they're very different types of people. One person, one type of lead is going to land here. Press the green button or the yellow button opt in and then land on the thank you page. That's one type of person. The second type of person is going to land here and leave. Right. They're going to, they're going to land here and take off the second type of person. Both people landed here, but both people had two different outcomes. Right. So we want to be very specific. So now what we want to do is we want to come back to Cartra, grab the link for the thank you page. We want to grab that link for the thank you page and copy again, only the URL. Copy that. And we're going to bring that over to the ads manager. And now what we're going to do is we're going to click on exclude people. So what we're creating here is we're creating an audience of people who only landed on the landing page. And right here, same thing, specific web pages, turn this to 180. And we're going to paste in the thank you page URL. So it's very specific. And what we're going to do is we're going to name this audience. Landing landing. Or let's, let's get, let's get specific seller guide, seller guide, seller guide, seller guide, landing page, landing page. Visitors. Am I putting the same URL there that I put up on top? No, these are two different ones. One's the landing page, one's the thank you page. Okay. So I need to grab the link from the thank you page. Yeah, that's what I said. Go back to Cartra. Grab the thank you page. Grab the link, get Coder link. Get that. So let me get out of here. Landing. Thank you page. Get Coder link. I don't know how I missed that stuff, but. Yeah. Grab that one. And then you're going to, you're going to come over here. We're going to click on exclude people. And we're going to hit the same as the top. So same drop down people who visited specific web pages. Also go with 180. And we're going to paste in the link. To the thank you page. Okay. I got all that except the link. But now, now it's in there. Awesome. All right. And you said naming your audience. Seller guide page visitors only. They never hit the thank you page. Meaning they never opted in. Seller guide. Visitors only. Okay. Okay. And then we create audience. And then we click on done. And you'll see that audience right there in the list now. It is. Okay. So cool. This audience is very, very, very, very important. Just as important as your. Video viewers. Right. That audience that you're going to be creating a people who watch your videos. Yeah. These are two, two audiences that you'll always want to retarget in your ads. Because you have a question. Yeah. So where did my intro video audience go? Why is it shouldn't it be sitting on this same page? Yeah, you may have put it in your, in a different account. You might have been. Yeah. You got to always hit that drop down in the top, right? Make sure you're in the right account. Yeah, you're right. It's in a different account. I always put you in a different account as you navigate through the system. It's, I hate it. So that's why. How do I undo? How do I put it in this account? We have to redo it. Yeah. Just go to that, to that account and just, just. Just delete it. So just go to the other account. Check the box and then hit delete. And then just, we'll just do it again right now. In the, in the right account. Delete. Delete audience. Okay. I am in the right account. Now, let's click on the blue button and we'll click on custom audience and we'll do video. And then we're going to just click on, check the box and we're going to go down with, I always say go with at least, go, go, go with, go with at least 25%, 25%. And then we're going to choose the video and then make sure you hit the drop down right now, right here. If you, if you don't see your page, hit the drop down and find your page. And then I'll just check the box to the left of the video and I'll click confirm. So I need to name, I need to name the audience, right? And is it, is it, and then did you say 180 days again? No, on the, actually in the video, you can leave it 365, leave it 365. Okay. But the name, the name would be 25% of intro video or 25% of tip number one seller guide video, like whatever, like just start naming percent. Why is it not giving me, why is the blue button phase out? Choose a content type. I choose the, I chose a content type. Oh, I got to choose the video. Yeah. Choose the video. Okay. Let me go to the right page because it's showing me other stuff. That one. Okay. And then this is the video. Confirm. Okay. Now I can create the audience. Perfect. So click on that and there goes your, there and then just click on next and then click on done. And then there, there would be your video right there. So here's what we want to do. Perfect. We got, we got the video. We got the, we got the seller guide paid landing page visitors. Yes. Only now is what we want to do. We want to go to the thank you page. Let's go to the thank you page. Let's get that link again. Let's copy that link if we don't have it copied already. Let's copy the URL, not the HTTPS, just the URL. Copy that for the thank you page. Now we're going to come back to the custom audience. Click on the blue button. Let me make sure, let me, let me make sure that the right page. All right. So thank you page. You said get code or link, right? Yes. And then I'm copying just after the slash, right? Yes. Okay. Copy. Okay. And then I'm going where. And then you're going to come back to the, to the, to the actual manager. Yeah. To the custom audience and click on, you should see your two audiences right there. I do. Okay. Perfect. So then now let's click on the blue button, click on custom audience and we're going to go website. Again. Okay. Okay. Now we're going to hit the drop down again, all website visitors. We're going to specific. You're going to always do specific because this is a specific URL. It's very, you know, it's not a general page. It's a specific page. It's a thank you page. So always, always go with specific. Go with 180. And then paste in that link. Okay. Done. Okay. Now we don't need to exclude anybody. These are people who have landed on the thank you page. These are leads. So that's exactly, exactly what the title is seller. Seller guide. Leads. Seller leads. And then create audience. Hit done. And that's seller guide leads. Now here's the deal now. So here's what we're, here's what's cooking now. Here's what we got going on now. You should see three audiences right there, right? I am. Yeah. It's, uh, it's still on. It's just saying it might take a few minutes to finish matching up your customer. So it's letting me, it's letting me hit done, but it's not disappearing. So I just got to wait for, but I do see three behind it. Okay. So hit, scroll down, hit next or hit done. Like let's, you should be able to get out of that. Should I, uh, Should I refresh the page? Yeah. Or, or scroll down. If you don't, if you're missing something or is there any next button or done? Yeah. No. So there's a done button, but it's not doing any, it's not working. It's not working. It's not working. It's not working. Look, it's, it's, it's showing like it's browsing, like it's loading. Okay. So I'm just waiting for that screen to. To disappear. Okay. Which is weird, right? Cause you would think you'd, but you can get out of it. Yeah. I think I should, I think I, if I refresh the page, I might be okay. Okay. Try doing that. Awesome. Perfect. So here's the deal. Here's the deal. And, and, and, and, and. In many cases, it doesn't, in many businesses, it doesn't work. It doesn't work. It doesn't work. It doesn't work. It doesn't work. It doesn't work. It doesn't work. It doesn't work. It doesn't work. Shit. Like it's all the same. It's really, it's really people who are landing on an initial page. And then, and then also people who have landed on the final destination. So this could be your other business, for example, I'm over here on your other, on your business. And I'm looking at different products. I'm looking at sizes, different colors, different types of garment. I'm on, I'm on different pages, looking at the product. And I'm looking at the next page that says, thank you for purchasing. Your order has been shipped. That, that, that page. That's an audience. That, that page is also the thank you page that audit. That page is also the final page. So it's the same thing. Over here. We got the thank you page on your other business. We got the shopping page. We got the thank you for purchasing page. So all I got to do is grab the URL for the thank you for purchasing. Go create an audience of that and name it. Customers. Wow. And then that list, I can put it in the cartridge and do the email sequence and send them that other stuff. Well, that's different, but yes. Now I can grab that customer list if I wanted to and come over here and create a, create an audience around that list of customers. But again, what I'm talking about is that it's, it's, it's an audience. It's people who have landed on the thank you for purchasing page. Now I come over here. I create a website. I create an audience around those and name it, name it customers. So now, now I have an audience in Facebook of just people who have landed on the page. So now maybe next week, I can run a specific ad for all of my customers. Hey guys, just wanted to say hi to you. I know you purchased a few of our products last week. We are super fired up and grateful. Thank you so much. And as a preferred customer, what we wanted to do was also run this new promotion by you and get first, get you guys first dibs on products that are not even out yet. Very specific ad. Right. That's a very specific ad to a very specific audience. And I'm targeting them on Instagram with an Instagram ad or I'm targeting them on Facebook. With a Facebook ad because I know my gold. Of the year. 2020. When I'm the closer, I'm the closer. I'm the one that comes in at the end of the game. I'm the one that comes in at the end of the game. It's December, baby. I'm the one that comes at the end of the game on the closer. Right? So, so. I don't know. That's an audience of people who land on a specific page. We know they bought over here. I know you opted in. I know you downloaded my seller guide. You landed on this page. I know that. Right. So it applies for anything. And that's why these audiences are going to be your best friend. Now. What I'm going to do. So, so back to these three basic audiences. Our videos. People who watch our videos are going to be audiences that we always retarget. Because they haven't landed on this page over here. So for example, for example, let's do this, let's do this, let's do this, let's do this. Let's go back to the thank you page. Let's go back to the page. Let's go. Let's grab this URL for the thank you page. Am I opening it? Yeah. Yeah. I don't know. I don't know. I don't know. I don't know. I don't know. I don't know. Let's go back to the URL for the thank you page. Am I opening it? Am I opening the thank you page? Just go back. If you got to go back to Cartier, hit the three dots. Just grab the link. Grab the link for the thank you. Okay. And what we got to do, which I, which we should have done the first time, but I don't think we did. Let's, we could do it right now. You want me to grab the whole link this time, right? No, no, no, just, just always just the URL. No HTTPS. Yeah. Okay. Okay. So here's what we're going to do. Check the box for the video for the 25% or whatever you have, check that box and we're going to go into the edit. Okay. I'm checking the box. Okay. It's going. Actually, this doesn't allow. Actually, no, that's fine. That's fine. That's fine. We don't need it. That's fine. We don't need it. We don't need it. Okay. So here's the deal. Okay. Okay. Because my computer just froze up. Okay. Okay. So all right. So we don't need it. You said, okay. We don't need it. We don't need it. Okay. From this point on, these are your, your, your biggest, biggest audiences. People who have watched your video. You're going to always retarget because these are people who have not landed on the thank you page yet. So meaning they haven't bought your product or they haven't downloaded your seller guide. They have not landed on this page yet. They have only been watching the videos. So what I'm going to always do in my future ads, I'm going to always retarget them. Okay. I'm going to always retarget my, my, and I'm going to always retarget my landing page visitors. And again, it's the same principle. The same principle applies whether this is an audience of people who only landed on my think on my landing page, or whether this is an audience of people who are brown, browsing my different product lines on my website.  They haven't landed on my thank you page. That's what we did over here. So on the landing page visitors only. We excluded people who landed on the, on the thank you page. We also will include people who have landed on the thank you for purchasing page. So these are webpage visitors only. They're browsing through your product line. They haven't purchased. They're on your landing page. They haven't opted in to download your seller guide. They're only webpage visitors. That's an audience that I'll always retarget in future ads. I will always show them my next ad, always show them my next ad, always show them my next ad because they haven't taken the action yet. They're, they're, they're landing on my pages. They're, they're, they're, they're, they're on my landing page, but they haven't gave up their information. So I'm going to always retarget them. Now this right here, the third one. These are people who have came to the landing page and opted in. They have landed on my thank you page. They downloaded my seller guide. Or these are people who have purchased my products. They landed on my thank you for purchasing page. Right. So, so whether it's my leads, they landed on my thank you for, for downloading page or whether it's my customers, they bought my product. That's an audience that I will always exclude from seeing future ads. Future. Yes. Okay. Okay. Yeah. I'll exclude them from seeing future ads. Now, unless I'm running it with your product business, for example, unless we're running a specific ad targeting customers, okay, then cool, I'll target them. But if I'm running the same ad on the same product, I don't want to keep showing it to people who already bought it. Yeah. Or in real, you want to show them another, the next product. Yeah. I'll show them something different. Exactly. I'll show them a different, a different product. But, but, but staying on just real estate alone, you're going to be talking about selling. And let's say you run those ads for several months. Let's say you run that, those different ads for the next year. It's like, you're going to have people that opt in. So, so you don't want to keep showing seller guide tips to people. Yes.  Now they're on your email list. Now talk to them differently via email. Yeah. Yeah. Cause I want to do like some fizzbo stuff and I want to do new stuff. I want to do investor stuff. Yeah. Yeah. Like I want, it depends. But, but, but with your, what you're thinking is you have your Facebook ad and then you have the, the communication that's going to be happening via email. So, so, so your Facebook ad is one thing we're talking about people and we're talking about selling and we're, we're, we're enticing people to download our seller guide. That's one message. But after I already downloaded your seller guide, I'm now on this list. I'm now in this audience. I'm now on your email list. Now you can maybe talk to me differently because I'm already in your world. So now email me something that, that, that will entice me to, to what? To get me to schedule an appointment. Right. So, so you're saying like even after I've done the email that has five or six seller tips, if they still haven't opted in, I'm looking for something else. No, no, if they still haven't scheduled an appointment, if they still, I mean, yes, if they still haven't scheduled a call, I'm still, I'm going to then be looking for something else to talk to them about, right? Via email. That's why I wouldn't just have five emails that are set to go out. I didn't have 25. I just want to keep emailing people who have already downloaded my stuff. I'm not showing them any more ads. I'm excluding them. That's that audience. Yes, yes, yes. Yeah. So they're not getting the emails. They're not seeing in their newsfeed anymore. They're now going to, they're going to now see me in their inbox. Yes. And so, and they're going to keep seeing me in their inbox until they schedule an appointment. And when they schedule an appointment, then they'll stop seeing me in their inbox. We'll automate that. And now put them on a different list. Opt them out of that. Okay. I'll put them on a different list because they've already scheduled an appointment. So, okay. Okay. So that's a whole other sequence, right? Email sequence. Yes. Which we'll go into deeper on cartridge when we go into more cartridge calls, but, but this right here is your custom audiences. Now here's one thing. One more thing we got to do. Now what we have to do is, again, if we got to go back and copy it, we want to copy the thank you page. We want the thank you page. Now what we're going to do is we're going to create a custom conversion. Okay. Now. What's that? I'm like, I just freaked out for a second. Don't mind me, but I think we have that bookmark. Don't we? Yes. Go to the bookmarks. We want, we want custom conversions. Okay. Okay. So it's loading. What is going on with this? This laptop is coming right on time because I'm about to throw this thing across. If your bookmark, like, if your bookmark doesn't get you there, here's, here's how you can do it as well. These dots to the left, you always click on the dots and then go to events manager. Events manager is where we'll be. And then all of the pages are create custom conversion. Perfect. Click on, click on that. Okay. All right. And I don't have that screen yet here. It's saying create a custom conversion. It's a little white box. Let me, let me go back to, let me, let me see where you're at. Let me, let me get. Is that it? Okay. Are you right? Yes. Yes. Yeah. I clicked that. Okay. So let's click that button and you should be right here. Perfect. Perfect. Okay. Let me explain custom conversions. This right here is the cream of the crop. This right here is, is pretty much what we went over so far. We went over bookmarks, right? We went over bookmarks and, and, and, and pointing out all the most important buttons that you'll ever click on. Number two, we installed our pixel. We got our pixel and all these pages and it's the same for, for more pages. As you build out your pages more, as you build different businesses, that pixel and all the pages, that's that's what we went over to. And then today we're going over custom audiences and taking the links and creating custom audiences around everything. Right. Now what we're going to also touch on right now is custom conversions. This is the last part. And then our next call will actually go into targeting and running an ad. But this right here is, is, is the gravy. Like this right here is the most important. Here's how Facebook works. Okay. What, what most people do, what most people do is those simply those they can have, let me, let me, let me show you, let me go back from the beginning real quick. And as I'm going to show you how to do this, I want to teach you my, my train of thought and, and, and I want to teach you about it as well. Just, I want to educate you on, on why it is what it is. Here's where most people get it wrong. What you, you can have, you can have the best, you can have the best ad, right? You can have the best ad image video. You could be on that video and you're just popping. You're hitting every point. You're, you look good. That video is on point two minutes and, and, and, and, and it's a great video. You can have the greatest video. You can have the greatest image. You can write out the best texts on that ad. You can have the best targeting.   What are you trying to do? This is step one.  Best ad, best video, targeting on point, texts written out, professional, like you don't, none of that stuff will matter. If we don't go with the correct objective upfront and this is where everyone gets it wrong. So what we're going to be doing since we are in the business of capturing leads. And even with your other business, since we are in the business of making cells, OK, so any business that that evolves around making a online cell or capturing an online lead, that objective will be conversions. Always, always, always, always. And then correct me if I'm wrong with that first, no like and no like and trust video. That's the only one where you go there. But all the other ones are conversion. It doesn't matter if it's catalog sales or store traffic. It's always conversion. 99% of the time.  But not even store traffic. Store traffic is actually for a brick and motor. So not store traffic around with catalog cells, if anything, OK, but that's when you go. That's when you start to scale and that's when you're making a shitload of money with Shopify. But but for right now, it's conversions. OK, OK, that's great. OK, good. So before you do that, though, before you do that. What you want to do first is you want to set up a custom conversion. Here is more detail of what a custom conversion really is. As you start to run your Facebook ad. OK, so let's let me let me just pull up Facebook and let's just look at a random ad. As we start to run these ads, and now we're going to go go conversions, right? We're going to go conversion. That's the objective. But here's the deal. As we scroll through Facebook and we start to look at different random ads. Facebook, they want to know they want to know one thing. And here's the deal. So let's like, here's a video right here. Joel sponsored. There's the text. There's a video. There's a learn more button. OK, so as I click on learn more. Do a video with the Lambo. David, if I ever see you on a sponsor. No, not me. I wouldn't be doing that. No, not at all. Here's the deal. As I clicked on that ad, I came over to this guy's landing page. The pixels up. The pixel is right here.  He doesn't he doesn't just have one pixel.   He does. He does. I'm going to give him that. He knows what he's doing. Like he got he got he got one, two, three. He has four pixels tracking me. So this guy is up on his game and that's cool. But here's the deal. Here's the deal. What this guy is doing is he's running ads. He's running ads for appointments. And how do I know that? Because as I click on click on learn more and I come straight to his page, what he wants me to do is schedule an appointment. Yeah, that's the first. That's all he's asking for is an appointment. So again, whether you're trying to make an online sell, whether you're looking to capture a lead, or in this case, you're looking to get people to schedule an appointment. Scheduling appointment is capturing a lead.  But here's the custom conversion. Here's the custom conversion and I'll use the seller, the seller guide pages as an example. We got two pages. We got two pages. We got the landing page and we got the thank you page. Here's the deal. Here's the deal. Here's custom conversions. As you run that Facebook ad and you click on learn more and you go to my landing page. That's goal number one. That's my goal. My goal is to run an ad, get you to click learn more and come to my landing page. But my ultimate goal, my ultimate goal is to get you to click the button, enter your information and get to my thank you page. That's my ultimate goal.  That's what we want to tell Facebook. We want to tell Facebook what our ultimate goal is. My goal is yeah, my goal is to get people here. But my ultimate goal is to get people here. Facebook needs to know that they need to know here. They need to know where here is. So what we're going to do is we're going to get the URL for the thank you page. And again, it's the same strategy for Shopify. On Shopify, when I go to your page and I buy, I enter my credit card information. I click buy now. I go to the thank you for purchasing page.  So that thank you for purchasing page. That's the link up here. That's our custom conversion. In this case, it's the thank you for downloading page. This link is our custom conversion. So what we want to tell Facebook is we want to say Facebook. Our goal is to get to the landing page, but our ultimate goal is to get us to get them to the thank you page. And I'm only going to pay you if you, if you can get me people here. And so Facebook wants to know what where here is. We're going to copy the link to the thank you page. We're going to bring it over here to Facebook and we're going to create that conversion. So we're going to name the conversion seller guide. Leads same as we named the custom audience. Seller guide leads was the audience. Seller guide leads can even be the conversion. So what we're going to do is we should see our, our green dot right there. Make sure that we're in the right account. Right. I do. And yes, I am. Okay. Perfect. And then we're going to come down here and select your own category. So Facebook is going to allow us to categorize this under these different section under these different categories. So we can go add payment info, add another custom conversion, add to cart, another custom conversion. You got lead and you got purchase. So right now we're going to do lead, but if it was a purchase, again, I go to your Shopify store, I buy your shit, I land on the thank you for purchasing page. That would be the link up here. And I would categorize that under purchase, but in this case it's lead. So I'm going to go lead and all I'm going to do is paste in that URL and create. So now here's what we got to do next. You got to always remember this part and I'm recording it for you. So, so I'll get this recording to you tonight. But here's what's super important. When you create a custom conversion and, and we'll go into deeper about this on our next call because there's a few more custom conversions for Shopify that you're going to want to create. In this case, it's really just this one. The leads the around people who land on the thank you for downloading page. Okay. But here's what we want to do now. You should, you're should stay inactive just like that. It does. Okay. Here's what we're going to do now. We want to open up a new tab and simply paste in that thank you page link and open it up. That way Facebook can read it again. We want Facebook to read it again. And we want it to open up just like that. Okay, it did. Okay. So now look because I created this page around a custom conversion as I click on my pixel helper now, look what it reads now. So now it reads that my pixel is installed correctly, but I also have this little star down here, seller guide leads. That's how I know I custom conversion correctly. So now that Facebook is reading the page. What I'm going to do now is I'm going to come back to Facebook, come back to the custom conversion page. It says inactive. Now go ahead and refresh it. Oh, go ahead and refresh it. And that should light up green and it should say active. All right, let's see. Oh my God. What would I do without you? This is crazy. I don't know what I do without you either. That's a custom conversion. So here's the deal. Here's the deal. We're going to go about this on our next call. We're going to go on this. We're going to cover this on our next call. But now what we can do is I'm going to go with conversions. I'm going to hit continue. Okay. Wait, where did I go? Am I going back to the other page? No, no, no, no. Just watch what I'm doing. Just watch what I'm doing. Oh, okay. We'll cover this on our next call. But right now. So now I went with conversions. Okay. I went with conversions and I won't even worry about that right now. I'm going to just hit next. And it's in the ad set. It's in the second section. Where I'm going to tell Facebook. About that link. And it's right down here. So I'm going to make sure that my pixel is right there. There's my right pixel. And then what Facebook wants me to do is they want me to choose an event. I'm going to click on it. I'm going to come down, look for my green dot. That's the link I want people to get to. Now, as I come here to the third section, I'm going to include the link to the landing page. So as they click on learn more, they're going to click on learn more and go to the landing page, which is right here. The website URL. Actually, it's right here. So the learn more. So as they click on learn more, they'll go to the landing page. But over here, I'm telling Facebook the real page. I'm trying to get them to the real page. I'm trying to get them to Facebook is this seller guide lead page. That's the link. That's the thank you page that we just set up. That's our custom conversion. That's our conversion event. So we're telling Facebook, I'm willing to pay you if you can get me people to my thank you page. Okay. And the only people that will ever lend on that thank you page are people who enter their name and email. Oh, yeah, that's the money. That's the money. That's the money page. And so that strategy applies for capturing leads. That strategy applies for scheduling appointments. That strategy applies for making online sells through Shopify. You want to create a custom conversion around the thank you page or the thank you for purchasing page. Facebook needs to know that link. Okay. That's conversions. So we, we set up custom audiences today. We set up custom conversions. And then on our next call, we will actually go into a live ad and start messing around with the targeting. And I'm going to, I'm going to show you how to set up multiple targeting that and this, that strategy is going to apply for your Shopify store. Because as you start to target different demographics, I'm going to show you how to separate everything and create multiple targeting to really see where your ROI is coming from because you may target women in between the ages of 25 to 35. And then, and then, and then another targeting, you're going to target women 35 to 45. And then a third targeting, these are separate targeting, a third targeting, you're going to target women. 50 plus. These are three different targets. So as we run an ad, we run one ad to three different independent individual separated targeted audiences. That's our next call. Because as I run that one ad to three different audiences, in a few days, Facebook's going to let me know which one's the winner. Maybe the women, maybe the women from from 25 to 35 is not the winner. Maybe the winner is 40, 45 plus. Then I take my money and I pour it all into that one target. Yeah. It's almost like doing a B testing, huh? It's a B testing on steroids. Yeah. Oh, yeah. Okay. We'll go over that. That's our ad set call. That's our fourth call. We'll go into that next. So schedule that next one and let's get this thing popping. I will. Thank you so much. Yes, Michelle. You're so, so welcome message me if you need anything. And I'll get this recording over to you tonight. All right. That sounds good. We'll talk next week. Awesome. Michelle. God bless you. Have a great weekend. You too. Bye. Bye bye.


Item No. SCP-572 Object Class Euclid Special Containment Procedures SCP-572 may be safely kept in a locked-sake deposit box at Site-19's high-value item storage facility. Standard positive action defenses, explosive, chemical, biological, and mimetic are to be in place at all times, according to standard operating procedure. As there is no possible reason for SCP-572 to be used in the field, the items to be kept more as a curiosity than for any scientific purpose. Description, SCP-572 is a sword of the ████ model manufactured by ████. The weapon is badly balanced for combat use, is made of substandard steel, and does not hold an effective combat edge. However, the weapon has the unusual psychotropic quality of convincing any person who holds it of its balance and cutting power, as well as conferring feelings of great strength and invincibility. This effect cannot be countered by any known means, and the effective subject will continue to maintain these beliefs so long as they hold the blade. Subjects will be compelled to perform dangerous stunts using SCP-572, including but not limited to, attempting to cut a moving car in half, slicing through a bullet fired from a rifle, cutting through another sword, and engaging in a live steel duel with a trained period swordsman. Because of the prevalence of unnecessary cutting edges, 75% of such attempts end with serious injury being inflicted upon the user. Should the sword be successfully rested away from an effective subject, preferably using long-handled tongs to prevent the retriever being affected, all psychological effects can usually be expunged by a single swift blow to the back of the subject's head. Addendum, SCP-572 will retrieve from the home of a ████ upon being apprehended for violent drunken and disorderly behavior, Mr ████ attempted to charge the arresting officers while brandishing SCP-572, screaming that he would take their heads and with it their power. As Mr ████ was overweight and badly out of shape, officers successfully pacified him using taters and flexible baton, beanbag rounds fired from a 12-gauge shotgun. Upon retrieving the weapon, Officer ████ was heard muttering about the effectiveness of SCP-572, claiming that if Mr ████ had managed to score a hit, one of the officers would have lost a limb. This despite the fact that the weapon had an edge bluntered in a butter knife. An SCP-Deep Cover operative assigned to the precinct discovered SCP-572's unusual properties and retrieved it from evidence storage. An identical weapon from the original manufacturer was procured of the replacement. As of the writing of this article, no further weapons from the same manufacturer have shown any anomalous properties.