Please join in a moment of centering silence so we can be fully present with each other this morning. Now let's get musically present with each other by turning to the words for our in-gathering hymn which you'll find inside your order of service. We return to another Sunday here at First Unitarian Society where independent thinkers gather in a safe, nurturing environment to explore issues of social, spiritual, and ethical significance as we try to make a difference in this world. I'm Steve Goldberg, a proud, delicately balanced member of this congregation, and I'd like to extend a special welcome first to people in the balcony. We've reopened the balcony, so welcome to our bleacher creatures, and a special welcome and greeting this morning to any guests, visitors, or newcomers. If this is your first time at First Unitarian Society, I know you'll find that it's a special place and we invite you to join us for our fellowship hour after the service. This would be a great time to silence all those pesky electronic devices that we just will not need during the service. And while you're taking care of that task, I'll remind you that if you're accompanied this morning by a youngster and you think that young person would rather experience the service from a more private space, we offer a couple options for you. One is our child haven in the back corner of the auditorium, and we also have some comfortable seating right outside the doorway in the commons from which you and your young companion can see and hear the service. One reason that we are able to see and hear the service today is we have a great group of volunteers who are bringing us the service. And they include Anne Smiley as our lay minister, Anne is doing double duty because she's taking care of the greenery that you see up here on the stage, making sure it's vibrant and well-watered, and water is our theme today. So thank you, Anne. Thank you to Jeanine Nussbaum for greeting us upstairs this morning as we arrived. Special thank you to Karen Hill, Doug Hill, and Tom Dommage serving as our ushers today. Thank you to Helen Dyer and Jean Hills for hosting the hospitality and coffee after today's service. And speaking of volunteers, if you're interested in learning more about how you could volunteer for support of the weekend service and get a chance to hear your name announced articulately and eloquently from this microphone, we're offering a special orientation session after the October 2nd Sunday service, 9 o'clock or 11 o'clock. Take your pick if you'd like to learn more about volunteering to support the worship service. A couple of announcements for you before we get on with our service today. The Wisconsin Faith Voices for Justice is pleased to announce a moral day of action at the state capital tomorrow, Monday, at noon. The event will be staged initially at the Gracie Piscable Church on the square at 11 o'clock to get ready for the 12 o'clock. The Madison Unitarian Universalists will join other faith labor and civil rights groups to challenge our elected officials and candidates for political office on a whole host of vital issues facing our country, such as democracy and voting rights, poverty and economic justice, workers' rights, education, health care, environmental justice, immigrants' rights, criminal justice, LGBTQ rights, and many more. Everybody's welcome to attend and participate. Again, that's tomorrow noon, Monday, on the Capitol Square. Our ministerial intern, Eric Severson, whom you will hear later in the service, will be leading worship for the first time next weekend. And in conjunction with that event and to show Eric how much we appreciate his ministerial internship, we will hold a welcoming reception for him after each service. Everybody's invited. Bring your best smile to that reception. One more announcement. We are going to be offering an opportunity for you to talk with each other and with Michael after today's service regarding the topic of today's service. It's an intriguing, engaging topic, and if you'd like to participate in a 15 or 20 minute dialogue with Michael and others after the service, just meet over here in the choir area after the service is over and you'll have a chance to participate in that dialogue. Speaking of dialogue, Kelly would like to offer a special message today regarding the religious education program. Kelly? You may have noticed by looking around the room that our children's religious education program begins today. It is wonderful to see all of these faces back with us again. We have around 400 kids enrolled in the program and there are more that join us every year throughout the year. So we would like to make sure that we've got room for all of those little ones who want to be with us. We are currently in need of some teachers at this time. We need one in our fourth and fifth grade class and one for our sixth, seventh grade class. So if this is something that you would be interested in doing, teaching in one of these classes is an excellent way to get to know other people here at FUS. It's also a chance to spend some time with our pretty remarkable kids and it's a lot of fun.  So if you could help us fill any of those gaps, you can see Leslie Ross. She is in the religious education section of the commons, which is down that end right past the bookstore and you can talk with her after the service and we thank you for considering it. Thank you Kelly and thank you to all of our religious education volunteers. We appreciate what you're doing for our kids and you will appreciate today's service. I know that for a fact because I heard the nine o'clock and I invite you now to sit back or lean forward and enjoy today's service. I'm sure it will touch your heart, stir your spirits and trigger one or two new thoughts. We're glad you're here. We delight once again to occupy a room together, not to sit separately bounded by our skins. Rather we join today as raindrops join with rivulets, rivulets join with streams, streams with rivers, rivers with lakes and seas. For we too are not bounded by our skins, our love, our perception and our influence. All of these go far beyond us and yet they are as much a part of us as our integral selves. This place, this morning, then, is where we share and unify these influences.  I invite you to rise in body and spirit for the lighting of our chalice. And as Steve kindles the flame of our faith, please join me in reading the words of affirmation printed in your program. Water flows from high in the mountains, water runs deep in the earth. Miraculously, water comes to us and sustains all life. And on this glorious September morning, please turn to your neighbor, exchange with them a warm and friendly greeting. Please be seated. We think of today as the beginning of an official new church year, it being the first day that our children are back for CRE classes and many of us have returned after the summer hiatus. It is also a time when we celebrate traditional in-gathering service, our water communion, which in past years we've actually celebrated at the end of August rather than the beginning of September. So it will be a little bit different for those of you who may have participated in the past from what it is today. But if you have brought some water with you today after many promptings over the summer, you will be asked to bring it forward momentarily. And if you have not done so for whatever reason, we still invite you to participate in our communion by taking a small portion of our mingled water with you at the end of your service for purposes that Eric will describe later on. And so I'm going to be asking you to bring forward your water in five different stages. First I will call for water from the west that you've brought from west of the state of Wisconsin and then from south of the border and then from the east and then from the north of our home state. And then finally I will be asking for waters that have been brought from a location within or the waters that actually border the state of Wisconsin, waters from the center as it were. And as you come forward please place your water in one or the other of the two containers on my left or my right. And so now I would begin by asking those who have brought water from the west to come forward. Water from the south, waters from the east, water from the north, water from the center. And finally this container holds water from last year's water communion and likely water from all water communions past, bringing us into relationship with congregations and communities of the past and providing us with a sense of solidarity with those who have come before us. And then finally an empty container devoid of water reminding us of all of those who lack access to safe and affordable water. As we celebrate our water communion here in Water Rich Wisconsin we know that rationing is required in much of the southwest and in Southern California. In 2010 the United Nations General Assembly declared that drinking water and sanitation are essential to the realization of all other human rights. And so today we stand in solidarity with those for whom that right has been denied. And so we bring our waters today. Waters that have touched the west, the north, the south, the east, the center. Waters which have come from the sky and water that has come from the earth. We bring water that belonged to lakes and streams and reservoirs of fresh water that have quenched our thirst. We bring water that is part of the great oceans and the seas that circulate the glow teaming with life, the source of all life. We bring water to this place of meeting and of sharing. In this container there is new water, water that forms in the atmosphere every day and there's also old water from deep below the earth, water that was deposited by rain 10 million years ago. This is the stream of life from which all life emerges. All people are connected by this stream for it runs through our veins and courses through the stems and the leaves of myriad plants. And so today this is the symbol for us and the reality of the oneness that unites humankind with all of life. May our separate waters join into one sacred stream as we add our lives into the stream of those vital souls who live out love, work for justice, and hunger for peace. And now I would invite you to rise in body or in spirit as we sing together hymn number 1007 and as we do so our children may depart for their church school classes. Severson I am your 2016-2017 ministerial intern. I was married in the landmark 28 years ago in just a couple of weeks and it is a pleasure to be back. Let me share with you insights from Canadian geneticist David Suzuki. Basically each of us is a blob of water with enough macromolecular thickening to give us some stiffness and to keep us from dribbling away. Every day about 3% of the water in our bodies is replenished with new molecules. The water molecules that perfuse every part of our bodies have come from all the oceans of the world evaporated from prairie grasslands and the canopies of all the world's great rainforests. Like air, water physically links us to earth and to all other forms of life. Our bodies are perpetually on water alert because our daily intake must be exquisitely matched to our daily output. When you start to become dehydrated the concentration of salts in the body fluids begins to rise. A small change is enough to induce the posterior lobe of the pituitary gland to release the hormone ADH which acts directly on the kidneys inducing them to decrease the secretion of water. Other biological alarms are set off when dehydration reduces the volume of blood. Stretch receptors monitor blood volume inside the heart and send signals to the thirst center of the hypothalamus in the brain to inhibit this production of saliva. Dryness in the mouth registers in our consciousness as thirst, stimulating us to drink. If you drink too much water these alarm systems work in reverse. When the concentration of salts in the body fluids becomes diluted the production of ADH is inhibited, stimulating the kidneys to excrete more water. Moreover, one property of water, its high absorption of heat to change from a liquid to a gaseous state, plays a critical role in regulating body temperature. Water within the body reaches the surface of the skin by diffusion or sweat glands that are activated by the autonomic nervous system which functions without our awareness. After it reaches the surface of the skin as sweat the water evaporates. Evaporation requires energy and sweat, drying sweat uses heat from the body as energy, thereby cooling the skin. There is a remarkable equilibrium between your body and its surroundings. The inside and outside of your body combine to manage the ebb and flow of water within and around you. Ambient humidity and air temperature, together with the level of physical activity, determine how much water moves through your skin into the surrounding air. In the same way external and internal conditions regulate the water you imbibe and the water you eliminate. The same is true for all other creatures. This lifelong balance is part of the global circus. This lifelong balance, a performance, stage managed by the planet and its inhabitants together. Thus you might see the whole enterprise of life as just a vehicle for the transformation of water. If a hen is the egg's way of being born, then human beings are the way water molecules get to talk to one another. Many thanks for those delicate harmonies, my friends, and for the wonderful reminder of that gracious river, the Shenandoah. For many ancient cultures balance was a highly regarded and sought after condition. The fifth century BC Greek physician Hippocrates, drawing on even older Egyptian and Mesopotamian sources, described optimal health as a function of keeping the body's humors in the right proportions. Unpleasant moods, adverse behaviors, physical maladies, Hippocrates insisted, all of these owed their origin to either an excess or a deficit of one or more of the four basic bodily fluids, blood, black bile, yellow bile, and phlegm. And the practice of medicine in those days had largely to do with restoring the physiological balance of these four fluids. Now in later centuries the humors began to be associated with certain personality traits. Individuals were categorized according to the element that they most clearly and consistently exhibited. And thus some people were observed to be sanguine, others choleric, still others melancholic, and others phlegmatic. But again the status to be achieved was balance, a temperamental balance. And indeed our English word temperament derives from the Latin word temporare, a verb which means to mix together. Healthy and high functioning human beings are able to maintain an optimal mixture, a balance of these various humors. Now medicine and psychology abandoned this theory centuries ago, but in some respects the principle of balance is still relevant. As David Suzuki observed in the reading that Eric shared a bit earlier, with respect to water our physical bodies are finally tuned to maintain this delicate balance. And in addition emotional balance is a quality that many of us hope to acquire, that ability to stay centered during confrontations, to keep our anxiety in check during stressful situations. Balanced people we say have the ability to exhibit anger and composure appropriately, to be both serious and playful by turns. But there are cultures that even today place a much greater premium on balance than our own does. So in China for instance, practitioners of traditional medicine are trained to work with these two energetic principles known as Yin and Yang. And creating a good and harmonious and balanced relationship between these two is the key to optimal health. And balance also informs the work of Chinese cooks and artists and landscapers and many others. And this is largely due to the philosophical influence in China of that school known as Taoism. And Taoism describes the world in terms of polarities. Yin and Yang, light and dark, black and white, masculine and feminine, hot and cold, rising and falling, high and low, firm and yielding. Now as Westerners we might look at those pairs of opposites and presume that they're always kind of bumping into each other, that they are in conflict, clashing forces each seeking to overthrow and dominate the other. But Taoists are of a whole different opinion and they understand polarity very differently from us.  And the key to understanding the relationship between Yin and Yang, Alan Watts writes, the key to that is called in Chinese, Xiangshang, inseparability, mutual arising. And he goes on to say that they are thus like the different but inseparable sides of a coin or like the poles of a magnet. There is never the ultimate possibility that either one of them will win over the other. And so they are more like lovers wrestling than enemies fighting. And so the art of life is not seen as holding on to Yin and banishing Yang, but in keeping these two in balance because there simply cannot be one without the other. Now at a practical level, this quest for energetic balance dictates many Chinese dietary customs where foods are classified as either hot or cool depending on their energetic makeup or chi. And so eating foods in the proper proportions is thought to be crucial to maintaining or restoring good health and particular maladies. These are addressed by treating and regulating the elements of one's diet, whether a little more cool or a little more hot. The word for physician in Chinese, Alan Menya writes, is Yi Xiang, healer of life. And so the traditional healer strives to treat not just individual symptoms but the whole person utilizing various foods and naturally sourced medicines to correct perceived imbalances and ideally to promote good health. Formal Chinese artists adopt a similar approach. Whether in a garden or in a painting, the emphasis is routinely placed on balance. And so you have a mountain or you have a temple and it will be juxtaposed with a low place like a pond or a rice paddy. And some of the same principles have been incorporated into Feng Shui, whose practitioners seek to orient buildings and the contents of those buildings so that Yin and Yang are brought into proper alignment. But for those of us who are steeped in Western values and in the hard sciences, these quasi-metaphysical propositions may strike us as mere superstition, holdovers from a more credulous age that have long since been discredited. But while this may indeed be true for some of the particulars, these teachings did point to a greater overarching truth that we in the West would be wise to acknowledge because the fact is we really have not come to grips with balance and with its necessary role in the scheme of things. And one can easily point to numerous examples of human choices that have disrupted nature's balance, creating serious problems not only for us as human beings, but for sentient beings of all descriptions. So take water. Water. Like our own bodies, Earth's land masses are only able to maintain their magnificent dynamic biodiversity when an exquisite balance between withdrawal and replenishment of its freshwater supply is maintained. But as the human population has burgeoned, as we all know, wetlands across the globe have been drained, lakes have been emptied, watersheds contaminated, aquifers depleted. And this is a reality that we have long ignored and that future generations are going to be left to cope with. And as competition for this rapidly dwindling resource heats up, water wars, say the experts, say the folks in the Pentagon, water wars will be increasingly likely. And so if we're going to navigate this problem, at least some of our indulgences that we have grown used to are going to have to be forsaken. For example, turf grass lawns. Lawns, Carolyn Corman informs us, lawns are the single largest irrigated crop in America. If measurements taken by NASA satellites are to be believed. So why? Why do homeowners insist on growing grass that they seldom set foot on except to mow? Well, apparently this approach to landscaping was introduced to the United States in the middle 1800s when an American horticulturalist by the name of Andrew Jackson Downing wrote a glowing tribute to the lawns and the gardens of guess who? The English aristocracy. If a man surrounds his home with a soft refined lawn, Downing enthused, it not only contributes to the happiness of his own family, it improves the taste and adds liveliness to the country at large. It took a while for this to catch on. But after World War II, Downing's ideal gained widespread acceptance and wetlands and coastal chaparral and forests were cleared after World War II as these huge housing tracks filled with quarter acre lots, each of them featuring a quarter acre of turf grass dominated the landscape. And of course those turf grass lawns, particularly in arid areas, had to be kept emerald green all year long, even in California, which today is in the midst of a hydrologic crisis. Now, lawns may not strike us in our neck of the woods as being that big a deal. Hey, we've got plenty of water, right? Well, not so much. Maintaining an adequate supply of clean, pure water is an issue for us. My wife and I a few weeks ago were driving north on Wisconsin Highway 13, and we noticed that there were numerous signs posted along the roadway protesting the sighting of large kayfos, confined animal feeding operations. The concern with these kayfos, apart from the smell, was water, both the drawing down and the contamination of critical local supplies by these kayfos. But this problem that citizens of the central counties in Wisconsin are now facing, the problem at root is not with the kayfos, it's with our own personal choices, isn't it? Most notably with the wholesale consumption of dairy and meat products. According to John Robbins, fully half of the fresh water consumed in the U.S., half is directly or indirectly related to the raising of livestock, with animal waste runoff from large industrial operations like these degrading even more of our water. Personal choice. So let's talk a little more about choices. The health of our planet aside, to what degree and how consistently do any of us recognize the importance of balance in our own lives? Because whatever the limitations of those ancient teachings about the humors, wasn't it prudent for them to promote a balanced lifestyle? There was a survey commissioned by Men's Health, the magazine Men's Health, about 20 years ago. And 65% of respondents to that survey indicated that they felt admiration for individuals who had managed to strike a balance between work and leisure. 65%. That's pretty good. But admiration is one thing. Application is something else again. Numerous studies do confirm that workers in the United States spend more hours per week and more weeks per year on the job than their counterparts in just about any other country you would care to name. And if you add to that big block of time the additional hours that the average American spends shopping in the marketplace, which is four times that of the average European, then there isn't a whole lot of time left for rest and real leisure. As the Canadian humorist Stephen Leacock once observed, Americans are queer people. They don't know how to rest. Now to be sure, economic necessity sometimes will dictate a long work week. But for many, there is also this underlying assumption, sometimes conscious, usually unconscious, that professional advancement, professional achievement and a healthy balance of life on and off the job, they're incommensurate. They don't go together. That prioritizing one's spouse and children, that having important outside interests is an impediment, rightfully or wrongly, to career advancement. But then even if we wanted to pursue a more balanced lifestyle, the culture at large seems to have made its attainment difficult for a number of reasons. A failure to guarantee a living wage, which forces many single parents to hold multiple jobs, nor are paid sick days, paid parental leave, paid vacations, benefits that all workers can count on. And then there are those technological advances that have made possible a 24-hour workday and constant connectivity. And all of this moves us farther and farther off the mark. As Wayne Mueller observes in his book entitled Sabbath, yes, we are a strong and capable people. Yes, we can work without stopping faster and faster, but remember no living thing lives this way. There are greater rhythms that govern how life grows, circadian rhythms, seasons and hormonal cycles, sunsets and moonrises, the great movements of the seas and the stars. And we are all part of that, part of that creation story, still subject to its laws and its rhythms. And so, yes, he says, we do work too much and for the wrong rewards. And so we need to seek a more fertile, healing balance of payments. And what might that healthier balance of payments look like? Well, obviously there is no one size fits all answer to that question. One stage in life, one's chosen career path, one's family circumstances, societal commitments, avocational interests. All of these will help determine one's daily schedule and the equation is likely to shift during our life path. But to find a healthier balance, we can at least begin every one of us by consulting with that which is closest to us, our own physical bodies. Dr. Robert Elliott was chief of cardiology at the University of Nebraska's medical school. He was a man who had gained a nationally recognized reputation in his chosen field, cardiology. And yet he was felled by a heart attack at the age of 44. He had functioned on overdrive as a practitioner, a teacher, a sought after lecturer, a promoter of his university's cardiac department, and he took very little time, if any, for rest and relaxation. His wife had bought him an exercise bike for Christmas, thinking that that would give him the incentive to do something else. Not so much. He was saddled with these high standards, these lofty professional goals. He said, I felt like I had to run faster and faster just to stay on track. But then later on, after that heart attack, a chasen Dr. Elliott wrote a book entitled, Is It Worth Dying For? And in it, he described his former life not as a happy one, not as a meaningful one, but as a joyless treadmill. Now, if we attend more closely to what our bodies and our emotional state are telling us, they do provide us with meaningful feedback, but then that's not enough, because having received that feedback, we need to ask ourselves the question that Gail Strauby does. Now, where is my compassion leading me at this moment in time, inward or outward, toward greater self-care or toward more service to the outside world? There was a Japanese farmer monk by the name of Takashi, and he gave very similar advice to a woman named Gretel Ehrlich. Gretel Ehrlich is a California rancher and a screenwriter, actually, and she was just out walking on her ranch near Santa Barbara, California, and out of the blue, hit by lightning.  Takashi visited her at her home, and after some conversation, he said to her, you know, you are really, really out of balance. You have always been such a strong person. Now is the time for you to learn how to be weak. This is what is necessary for you. In some respects, achieving a healthy personal balance is getting harder in our culture rather than easier. Much has been written in recent years about all of those portable electronic devices and how they compromise our ability to relate to each other and to the natural environment surrounding us, cell phones, tablets, laptops. They allow us instant access to so many people, so many places at the drop of a hat, but only access to them at the most superficial level. And so, as a result, the sociologist James McWilliams recently wrote, as a result, heavy users of this technology are a wreck. They are among the most anxious adults in human history, twitching for little more than the chance to indulge in the next new thing. So for McWilliams, a balanced life and a more firmly anchored identity are only made possible when we make a concerted effort to routinely disconnect from the digital world and then substitute the following four practices. First, spend at least some part of your day alone because being alone, even though it's very uncomfortable for Americans, allows us to reflect more deeply on what we love and what we fear. Second, engage in more meaningful conversations because that process will help us to discover what we have been hiding from ourselves. Third, forge mutually supportive relationships to provide at least some opportunity for reciprocal self-disclosure. And fourth, seek and find outlets for communal activity because this is where we learn not only to teach but to be taught, not only to lead but to be led. And here we can be exposed to the deeper wisdom of tradition and outside expertise. So where is compassion leading you at this point in your life? Inward or outward? And what is it that you need to achieve a healthier balance if that's what you need? What options might be available for you to get there? Because we always have options if we are open and receptive enough to look for them. And that, of course, is one of the reasons that an institution like this one, First Unitarian Society, actually exists, to provide the encouragement and the good company that you will need to discover those options. And then, the necessary courage to pursue them. Blessed be and amen. It is our custom at Water Communion to share our offering with an organization or a project that helps to preserve or to restore our clean water resources. You can read more about it in your program and there's a display outside that we invite you to visit following the postlude. To this time and place we bring our whole and at times our broken cells. We carry with us the joys and sorrows of the past week and seek a place where they might be received, celebrated and shared. This week, James Morgan reminds us to send peace to Lisa West and her family on the passing of their mother, Dorothy, whose smile shall forever be with us. We're reminded that today is the 15th anniversary of 9-11 and we remember all those whose lives were affected. Gail Bliss brings the concern related to that that this weekend Muslims celebrate I'd the end of Ramadan and the worry that fearful Westerners may see celebrations as related to 9-11 instead of Abraham's willingness to submit to God's will and sacrifice Isaac and God's last minute reprieve. We want to remember Hannah Pinkerton and send her healing thoughts for a broken wrist and Eleanor would like us to know that she is six years old. In addition to those mentioned we also acknowledge all those unarticulated joys and sorrows that remain among us and that as a community we hold with equal concern in our hearts. Let us now sit silently together for a few moments in the spirit of empathy and hope. By virtue of our time together may our burdens be lightened and our joys expanded. Following the postlude you are invited to come forward to retrieve a portion of the waters we've gathered together today. We've provided a number of empty containers for those who didn't have water to contribute but if you choose you can still share in this communion. Due to the many sources from which this water has come some probably less than pure we recommend that you boil it before using it to nourish a favorite house plant a tree or garden patch. Perform this ritual mindfully remembering the symbolism and significance of this simple yet invaluable life-sustaining substance and with that we'll share the words of Langston Hughes. I've known rivers. I've known rivers ancient as the world and older than the flow of human blood in human veins. My soul has grown deep like the rivers. I bathed in the Euphrates when dawns were young. I built my hut on the Congo and it lulled me to sleep. I looked upon the Nile and raised pyramids above it. My soul has grown deep like the rivers. I invite you to stand in body or in spirit to join in our closing hymn number 1064 Blue Boat Home. Let's find a way today that can take us to tomorrow. Follow the way. A way like flowing water. Let's leave behind the things that do not matter and turn our lives to a more important chapter. Let's take the time try to find what real life has to offer and maybe then we'll find again what we had long forgotten. Like a friend true to the end. It will help us onward. The sun is high. The road is wide and it starts where we are standing. No one knows how far it goes for the road is never ending. It goes away beyond what we have thought of. It flows away. Away like flowing water. I'd like to share in further conversation about today's topic. We'll join in the choir if you would prefer to take some water with you. Please come forward.


If you have the power to make anybody say yes, would you use it for good or evil? Would you convince your friends to stop using plastic straws? Or convince your neighbor that you have a crush on to leave his or her spouse to be with you? There's definitely no denying that the art of persuasion is a seductive and desired skill to have. Putting ethics aside for a moment, if you wanted to learn the secrets to persuasion, there is one man who's worth listening to. His career has been dedicated to researching the science behind persuasion and influence for the last three decades. And no, it's not me, but I'm flattered that you would think so. His name is Robert Cialdini. His work is best known for being the essential backbone for today's marketing world, with Fortune naming his book Influence the Psychology of Persuasion as one of the 75th smartest business books to read. Now they said this in 2015, and the crazy thing is that the book was originally published back in 1984. It just goes to show you that marketing never changes, no matter what platform you use to market. In his newer research, Cialdini has demonstrated and observed that the best way to use these weapons of persuasion is for good. So sorry, it looks like your neighbor is sticking with their spouse. If you're generous and you've made it your mission to serve other people, you have a higher chance of getting the results you want in your business or your career. I'm Christian Martin, and in order for me to serve others and help you with your business, I had to get your attention and interest somehow. So when writing the perfect cold email, I want to show you a specific template you can use to close clients for your social media marketing agency utilizing six of the persuasion principles in Robert Cialdini's book. And I even have a perfect mad lib style plug and play template that I'll show you at the end of this video. So stick around. Let me show you an actual cold email we recently received from a freelance social media marketer. See if you can spot any issues with the email here it goes. Hi, you're most likely missing out on a lot of opportunities since your site isn't getting the potential traffic that it should. I ran a few Facebook reporting tests and the data showed some issues on your website preventing people from being able to reach you and become customers. I'll fix that for you for cheap. If you'd like to know more about my Facebook ad services, let me know and we can set up a time for free consultation. I'd like to speak with you and share some insights and show you the data about your site's potential. So please let me know about the best time to contact you and the best number to reach out with. I look forward to your reply. Jane Doe Facebook ads expert. Now this email is not the worst cold email I've ever seen. Jane reached out. She told me some things that were wrong and that she might be able to help, but it does need a lot of work and it's going to look like everybody else's email. So using the six principles from the book influenced by Dr. Chialdini, we can create a killer email template that Jane can use to drive more leads and serve more clients. Chialdini calls these principles his six weapons of influence. Let's break it down. Number one is reciprocity. Chialdini states that humans are hardwired to want to return favors, payback debts, and to treat others as they have been treated. And Jane's emails here clearly isn't providing any major value or giving away information that triggers me to want to return the favor. Chialdini recounts a study where researchers were trying to sell raffle tickets and they wanted to test the reciprocity principle. The researcher in this example would step out of the room and ask the subject if they'd like something from the vending machine. Now whether they said yes or no, the researcher would bring them a Coke anyway. If it was a no, the researcher would say that he got lucky and the machine just happened to give out two coats. Now later on, the researcher would ask the recipient to help them by purchasing $5 worth of raffle tickets. Now the Coke only cost 50 cents. They had a separate control group in this experiment where no one got a coat. The results show that the rates of buying raffle tickets were much higher than the control group for those who did receive a friendly coat first. Now I'm not saying you need a FedEx bottle of Coke to everyone in your list, but you should provide them with something of value. So what does the old give and take principle have to do with writing emails? Well, by providing free value to your email recipients, they are more willing and even eager to give you the time of day and listen to what you have to offer. So in writing your email, think about what you can provide that invokes your potential client to want to return the favor. Now in Jane's case, I would recommend showing some common mistakes their current website or sales funnel has. Show them that their competitors are running ads, how they're running those ads, or show them they simply don't have their pixel set up to properly track and create the right audiences to get more leads and sales. Now the key is to do this without asking for anything in return. This is providing real value and it shows the client that Jane did her research. She's creative and it wasn't just a copy and paste email. The second principle is commitment. Have you ever publicly announced on social media that you were going to go to the gym and lose 15 pounds for your New Year's Resolution? Yeah, if you do that, you're going to want to stay consistent.  Chia Dini argues that human beings have a desire to be consistent and they value others who keep their commitments as well. So here's a better example of commitment and consistency. Have you ever seen one of those website pop-up banners where they promise you 50% off your first purchase if you sign up for the newsletter? And the two options you have are yes, I love a good deal, or no, I like paying full price for things. This is a commitment trigger and it works both ways. You commit to giving your email and in return the business will send you the 50% discount code as promised. Now imagine never getting the discount code after putting in your email. You'd feel cheated as if they tricked you into getting your email. They weren't consistent. To Chia Dini, commitments have the most authority to influence someone when the commitments are public. Plus when someone makes a small commitment that person is much more likely to make a larger commitment later. It's like your girlfriend asking you to bring your glass of water and all of a sudden you're scrubbing the toilet, vacuuming and taking out the trash because that's commitment. It works on me and I make a living knowing these principles.  So you can use the commitment principle in your email by having your prospects click through to your sales funnel, download a case study, check out your blog or subscribe to a youtube channel. Now why do this? Because smart marketers know that it can take seven to 13 touches before someone becomes a customer. So if your first touch point is the cold email you can use a second touch point and a third and you can even use a tracking software like Streak so you can see when they open the second touch point, the third touch point and on and on. When they respond to you you can send them a calendar invite for a free consultation, get another touch point, more commitment and you can see where I'm going with this. If you're consistent in every touch point and you keep your promises every step of the way this is going to continue to build trust to your prospects. Now Jane didn't provide anything for me to see in this example. I didn't commit to a click or a download because there was nothing for me in that email. So I actually rewrote Jane's entire email to show you how the reciprocity principle works with commitments and consistency. I'll show you the exact email template but first let's talk about principle number three social proof. People are more motivated to do something when they see someone else doing it too. I'm sure your parents said if all your friends jumped off a bridge would you do it too to try and break you out of this cycle. Now obviously they wanted you to say no but there's a reason this is a cliche saying it wouldn't have the desired effect your parents wanted if they said if all your friends were investing in a profitable startup and making bank would you do it too. So this is the reason everyone bought fidget spinners or that we assume food is good at a newly packed restaurant just because there's a lot of people there or when everyone couldn't stop talking about Fire Festival because Victoria's Secret models were making posts about it on Instagram. Now we did a deeper dive about the Fire Festival documentaries in the dark side of social media in another video. You can check out that video by clicking on the upper right if you're interested. Now if you actually went to Fire Festival I'm so sorry. So this principle is related to safety in numbers or the wisdom of crowds. Chialdini sees uncertainty as the cause of the behaviors behind this principle. It gives us trust in our decisions when we see other people making those same decisions. Now when we don't know what to do we look to others for social cues to validate our actions. So how can Jane add social proof to our emails. Well she can provide case studies with other clients a link to her LinkedIn account testimonials or she can name drop some company she's worked with in the past.   Now this one is pretty obvious it's similar to social proof. Chialdini uses the now famous Milgram experiment on obedience to demonstrate authority. Basically if normal participants in a psychological study are told by a man in a white lab coat to little by little electrocute another study participant until they scream in agony and eventually die at least in the perception of the person in the experiment more often than not the person will do this. Now Chialdini discovered that for the most part we have been taught to accept and to respect authority. Everyone but me. Now we want to follow the lead of experts normally. The normal tendency of regular people is to trust symbols of authority like titles appearance trophies or accolades. However if you want to work with profitable businesses with very smart owners you have to understand that a lot of them can see through these things. So how do we apply this in Jane's email? As an authority you need to sell the transformation you can provide for your client not information. So you can do this by showing your potential prospect what their competition is doing leaning on previous case studies and testimonials or if you're just starting out there's another way to show authority. You can cite professionals or industry specific institutions backing up any claims you make. You can showcase an image of any certifications you might have in the signature of your email. You can add a single testimonial about your services in your signature or you can tell a story about someone else in your industry had success with the techniques you're talking about. Principle number five is liking. Chialdini argues that we are more inclined to be influenced by people we like. I know this might sound obvious but let me elaborate so you understand. If we like someone then we're more likely to do what they ask us to do. Now a salesman for example will try and befriend you and get you on the side before trying to sell you something. Chialdini cites six factors which influence whether or not someone likes you. These include attractiveness. Now I'm not saying there's a correlation between the size of my email list 60 000 and my attractiveness. So the things that make us like another person attractiveness associations compliments similarities flattery and common goals. Here's some examples attractiveness is easy it's I know I'm easy on the eyes. This is also showing up as a professional so if your market thinks it's attractive to wear a 3p suit to the office then you might want to show up in a 3p suit. The second thing is associations. It's like oh you know Becky from Boulder too? Yeah she's pretty great. The third thing is compliments that's a really nice Gucci watch you have. Oh it's an Apple watch you definitely have me fooled. The next thing is similarities. Sweet Lambo I have the exact same model back home. Next we have flattery you're seriously a genius when it comes to sales funds. And finally we have common goals and that's the exact reason I'm doing this as well. I want financial freedom people that share your goals. How do we use the likability principle for email outreach? Well if you did your research and you understand what niche you're serving you can do the following. Share common business goals flatter your prospect by pointing out the quality of reviews their business getting unyielded. Show them that you've worked with similar businesses in the area or even show them you have a mutual acquaintance. Now the principal can be countered by the prospect separating the offer from you and making decisions based on the merits of the offer rather than how much they like you as a person. But don't worry because I have one last principle that's going to put a fire under their butts when it comes to decision-making and this is scarcity. The sixth and last principle is one of the most important. Remember when Facebook only allowed college students with a university email to sign up for their service? This is Facebook's attempt to utilize the scarcity principle and they did it quite well. Now remember how literally anyone could join MySpace? Well where's MySpace now? It's nothing but a vast no-man's-land of hopeful DJs and stripper bots. There was no scarcity. The scarcity principle is extremely powerful. It operates on the value that people attach to things and what you might know as FOMO, fear of missing out. In economic theory scarcity is similar to the idea of supply and demand. The less there is of something the more valuable it becomes as long as people demand more of that thing than there is supply. So I have a buddy that buys and sells retro-air Jordans. I thought he was a lunatic until I saw that he bought a pair of shoes for $190, flipped them over for $500. He couldn't pull that off if Nike didn't limit the number of those particular sneakers they released. So Jim's shoes, Beanie Babies, or potato chips that look like Abraham Lincoln's profile, these all have high value because of scarcity. Through Chialdini's research he concludes that humans are challenged emotionally when freedoms are threatened by limiting free choice. In other words, FOMO. So how can we utilize the same principle to improve Jane's email? One form of scarcity is saying she has limited availability for free consultation so you want to schedule now if you're interested. Or for a limited time she's discounting her normal rate in return for guaranteed testimonials in a case study. Or she's doing a free webinar with limited access in the next 24 hours. So those were all six principles. Reciprocity, commitment, social proof, authority, likability, and scarcity. Now let's talk about Jane's new email utilizing these principles. In this example we're reaching out to a chiropractic business. Let's say that I own the chiropractic business. Hey Christian, you don't know me but I thought that this might help. When looking for a chiropractic business owner to help I always look for those who truly care about their patients and you seem to be just that. I came across your Facebook page and noticed a couple things that are costing you money and losing you clients right now that can be easily and quickly fixed. You can do it yourself. I put together a free video analysis of your customer acquisition funnel and identified three common mistakes you're making that when fixed will get you more clients revenue and sales. I'll show you how to fix them in this video and then I'll link to that video. You seem like the type of business owner who is always trying to get better and serve your customers at the highest level. So this could help you make a bigger impact. The strategy I outlined is the same strategy that your competitor friendly chiropractic care uses to bring in more than three million dollars a year using digital marketing. I'll show you what I mean in this five minute video just to let you know to save space this video expires in five days. So be sure to check it out before then if you're curious. Here's that link again. Thanks Jane Doe and then in the signature we have Denver Colorado and include a photo if you're attractive. Otherwise maybe post a pic of your cute dog. Just kidding. Definitely include a photo of yourself and then you can also use a call to action to a strategy session. I help chiropractic specialists to do what they do best which is serving their patients by bringing them qualified leads through social media marketing schedule free three step patient attraction strategy session here include the link to your calendar. That's a much better email. Can you spot where I use the six weapons of persuasion. Leave a comment down below with the ones you recognize and I'll let you know if you're correct or not and as promised in the description below is a link to the download for the email template download it now while it's available because I won't have this up for ever. So once I decide this is gone it's gone forever that's scarcity. Thanks for watching this week's video breakdown. If you want to see us break down more pop culture trends viral videos or digital marketing tactics and I know you do check out our last video and if you're back watching this new episode and you still haven't subscribed what are you waiting for. Hit that like and subscribe button right now you won't regret it. I will see you guys next time.


So, ladies and gentlemen, it is now time for the unveiling of the much-awaited Dentsui for a digital advertising report. On that front, if I may have the honor of calling upon none other than the CEO of Dentsui APEC, Rob Gilby, to kindly join us. Can we have a big, big round of applause for Rob? Joining Rob, if I may request the Chairman and Editor-in-Chief as well and Founder, Exchange for Media, Dr. Anurag Bhattra, along with the Co-Founder, Exchange for Media, Mr. Nava Lahoja, to kindly join us. As our three dignitaries are on stage, it's time for me to invite the Dentsui leadership as well. Starting with, if I could have the honor of having Ms. Divya Karani, Divya, Vinod Thadani, Vinod, thank you so much. If I could have Asha Sovarna, Sapna Arora. Thank you all, ladies and gentlemen. A lot of applause for the entire Dentsui leadership. Anita Kothwani, Rupam Garg, Simi Sabhane, Nilesh Kohil, Bhaskar Jaiswal, Sujata Duvedi, Sagar Sethi, Hiro Dengra, Imtiaz Willatra, and if I could also have Anand Thakur, the head of growth and agency, Krithio to kindly join us, Anand. Now that we have the entire leadership, we've got Anand, we've got Naval, Anurag and of course, the CEO of Dentsui A-Pak, Rob, on the stage along with the leadership. Ladies and gentlemen, the unveiling of the much-awaited Dentsui 4M digital advertising report. I think Mumbai can be much more louder with their applause. And I believe some are still, yes, let's just try and get the picture perfect moment. That's a tall order to be on the stage. And ladies and gentlemen, this is a perfect moment for Dentsui 4M report, hashtag to be put on social media. Let's click their pictures. Let's get it uploaded on your social media. Thank you once again. Thank you. God bless. Congratulations. Good afternoon, everyone, and welcome once again. A huge call out. Thank you. Thank you for all of us here gathered in this room today, as well as the larger media and marketing fraternity. Our Dentsui 4M digital advertising report is much sought after, and in very many ways has become the bellwether for the digital ad economy in this market. I find marketeers reaching out to me throughout the course of the year asking for a copy, and I must share just two weeks ago there was a reach out again, and despite me saying, look, two weeks later we're going to launch our seventh report, there was, why don't you send me the last year's report? So a huge call out because what it does is it acts as a fuel to our passion in bringing out this report year after year after year. There was a pause during COVID times, but we've continued with the tradition of doing so. So thank you, everyone. The world that we live in has transformed and dramatically so in these past three years. It's changed forever who we are as people. The way we work, the way we play, our passion, our priorities, our values. And therefore, if we pause and look behind before we look forward, the single most pivotal change has been media. We today look to media to get our news, our information. We get entertained in media. We shop, we socialize, we even romance in media. In short, we live our lives in media. And the single most pivotal change within media is a digital disruption. Not just here in India, but across the world. Therefore to say that this transformation has happened, perhaps in very many ways would be an understatement. Because as we well know, all of us practitioners, marketers and media, are grappling to keep pace. And then again, perhaps it would be an overstatement, because the change is not yet over. It's happening as we stand here as I speak. Anurag mentioned a couple of refrains. It is two weeks old, he said. And then he called out to a conversation we'd had just before he came on stage. That is how that is the pace at which transformation is happening. And in that pace and transformation, web 3.0 is going to be a game changer. It's very, very simply put, going to bring people, places and things even more closer. And therein, therefore, lies the opportunity for creativity and innovation. At the intersection of all these places, people and things coming closer together. Increasing and in fact, bettering consumer experience as well as expectations. And that then becomes power for the cause. Three things I will call out that will again and again come back as the main theme in all that you see in 2023. We spoke about immersive, immersive and it's not new. It's in everything that we do, but that much more closer. Interactive, again, who in this room has not heard of chat GPT? And while we are all wondering all that it can do, it is learning at the speed of learning. When asked actually, and some of you all may know, when asked the founders of chat GPT, when they were asked, how will you monetize it? There was a pregnant pause and then they said, you know what? We'll pose this question to them and they'll figure a way. So there it is. Immersion, interaction at its best. And the last one is inclusivity. Inclusivity across geographies. And I'm telling you the world has never, ever been flatter than what it is today. Inclusivity across demographics and which other market will testify to this other than India? With all our idiosyncrasies compound. So the coming together of this inclusivity, this immersion, this interaction is where this magic will happen. And there in that digital India is on a trajectory like never before. We as a nation have always been entrepreneurial. There is no doubt about it. Our demographic dividend, we've all heard that story for the longest of time. Our technocrats and political will, however, has gone through a bit of ebb and flow. This time around, this government of ours has got it just right and then some more. I don't know how many of you all have had a chance to read our report at the Davos meeting. Loud and clearly it's being called out as a singular agenda to take India from what it is today to tomorrow. And therefore in that, I am very, very optimistic that what you see here perhaps may be the first of its kind and then it will percolate to the rest of the market. We already do it and we proudly talk about it. But you will see more and more and more of it at a faster scale. To Anurag's point, the money will then, but of course, follow. Right? I'm now going to hand over to Vinod to take us through the highlights. Come Vinod. Hi, good afternoon. Am I audible? So thank you, Divya, for introducing the three themes, immersive, interactive and inclusive. With that, we'll get into some statistics on the growth story for India. So 2023 GDP to grow at 5.8%. Third highest number of unicorns with a combined value of $340 billion. One in two households will become high and upper middle class by 2030. 77% of India's population will be millennials and Gen Z by 2030. One billion plus connected users. India's goal is to become a $1 trillion economy by 2025. And this digital economy has been built on three pillars, infrastructure, business transformation and digital commerce. Now what is driving this force? UPI, Aadhar, Open Network for Digital Commerce, 5G technologies is being the forces for this digital growth. UPI is an instant real time payment system. Only in December 2022, there were around 7.8 billion transactions worth $157 billion. Aadhar is the world's largest biometric ID system with over 1.3 billion records. In the next five years, ONDC will be able to generate an additional gross merchandising value of upwards of $45 billion for the e-commerce industry only. 5G, in one of the studies it reveals that 100 million plus users with 5G ready smartphones wish to upgrade to 5G subscription in 2023 itself. And lastly, India's 5G subscriptions to have around 350 million by 2026, accounting to 27% of all mobile subscribers. Post the economy, I think let's understand why we are here and today we'll answer some of the key questions. What is the market sizing for the Indian advertising industry? How much is it expected to grow? What is the share of digital advertising? Has digital advertising crossed television? How much does FMCG contribute? How much does e-commerce spend? Which category of advertisers spends on search? How to embrace and create value in the Web 3 economy? I think to answer and give you a summary of the entire report, I would now invite my friend who will now summarize this report for you. Abhik, over to you. Thank you Vinod, Divya and everyone here. Namaskar. The last time we met was at the fourth round of this report, somewhere at the beginning of 2020. And after all these years, we come together at the seventh round and more importantly to celebrate the generational leap that India and her people have taken with digital media. Generational leap in terms of the large-scale business transformation that has happened throughout at all scales in the past three years. Generational leap in terms of the opening up of the gateway to Industrial Revolution 4.0 with the launch of 5G services. Dark technology is becoming mainstream. As Vinod mentioned, UPI, not just remaining an Indian phenomenon but being accepted globally. E-Rupi being pilot tested for deployment as we speak. And more importantly, generational leap in terms of India rapidly moving towards her goal of $1 trillion digital economy by 2025. On a personal front, I frankly don't remember the last time I carried a wallet or my credit cards, debit cards, cash or my driver's license. Or I don't remember the last time I left my home to purchase groceries, vegetables, fruits or any household stuff. The time since we last met in 2020 and today, the journey has been quite a wild ride. Talking about yet another generational leap, the Indian advertising industry grew at 18.1% over the last year to close the year 2022 with a market size of 85,769 crore. In 2023, it will grow at 14.7%. To reach a market size of 98,363 crore. And it will grow at a compounded rate of 15.07%. To reach 1,13,575 crore by the end of 2024. Let's now dive in to look at what are the contributors to this incredible growth story. FMCG has the highest contribution of 30% to the Indian advertising market, followed by e-commerce contributing 18% and consumer durables contributing 7%. While FMCG has the highest contribution in terms of volume, I think the growth of this Indian advertising industry can be attributed to e-commerce. With the large scale and immense volume of digital transactions happening and the mass adoption of e-commerce applications, the spends by the e-commerce category has grown by 63% over the last year. The biggest share of advertising spends comes from television, contributing 40% followed by digital media contributing 35% and print contributing 21% to the Indian advertising industry. We all know historically television has enjoyed a lion's share of advertising spends and reach and digital has been following up. But this year in 2023, digital media will take the generational leap to finally overtake television and have a spend share of 40% compared to that of 37% by the end of this year. And come 2024, digital media will have a spend share of 45% leaving television far behind. When I look at it, digital media has helped us to break the boundaries of the physical world. It has also enabled us to dream and explore the infinite possibilities that the virtual world presents us. Digital media as an industry has been making generational leaps from strength to strength. And I think you might have observed by now that generational leap has been my favorite phrase so far. And I'm sure as we proceed through the evening, it will be yours too. Well, digital media grew at 39.5% over 2021 to reach a market share of 29,784 crore. This year it will have 39,315 crore and will grow at a compounded rate of 31% to reach, in fact, cross the 50,000 crore mark and have a market share of 51,110 crore by 2024. The largest contributors to the digital media industry have been FMCG, e-commerce, consumer durables, pharma and automotive. While more than half of the spends on digital media come from FMCG and e-commerce, the growth in terms of the spends, the percentage of spends on digital media have been led by the telecom and pharmaceutical sectors. In 2022, telecom spent 50% of their overall media budget on digital, a four times growth on over last year. In the same period of time, pharmaceutical boosted their media budget, budget on digital by three times. As I said, digital will grow at a rate of 31% compounded to have a market size, to cross the market size of 50,000 crore by 2024. And this immense growth will be driven by online video and social media. Currently, social media contributes 30% followed by 28% by online video. But in the next two years, online video will catch up and be at par with social media. And with the evolution of this new digital economy, now I don't think one needs to be a big film star to be famous or influential. Just an internet connection is sufficient. The evolution of this Web 3 economy will also change the customer expectations, which now revolve around customer convenience, evolved e-commerce and experiential media. The generational leap in digital payments technology will drive the customer convenience when they interact with businesses. We are already witnessing applications of UPI in the mass market when it comes to transactions around M governance, healthcare, financial services and in the future IoT payments. Customers now expect to purchase goods and services online in a seamless and a super convenient way. And this is being facilitated with the evolution of e-commerce towards L-commerce or local commerce. The development of D2C platforms and the availability of hyper-local services is also driving this evolution. And talking about content, Web 3 now offers us content which can be felt and experienced and not just seen or heard. Customers now expect immersive and spatial content through extended reality applications. And this they want while they are consuming not just their content but also while they are interacting with brands. Consumers now expect to access real-world assets and locations through their digital representations. Or as people commonly know it aftars or avatars. Consumers expect Web 3 technology to integrate seamlessly with their existing Web 2 experiences and to provide a bridge between the physical and the digital worlds. Obviously this presents businesses with new opportunities to drive innovation and create value for the customers in this new economy. Opportunities around convenience or customer convenience can be driven through artificial or ambient intelligence in creating applications which are hyper-personalized and have intuitive interfaces. AI or MI can also be tabbed to create applications around wireless homes and a wireless and IoT-driven future. Opportunities in the evolution of e-commerce can be tabbed using decentralized local commerce with a plethora of hyper-local and automated services. And I think this will bring inclusivity through technology which will benefit the society as a whole. The emergence of extended reality applications provides businesses with new opportunities to add value in the domains of immersive content, spatial experiences, gamified and personal entertainment. These will give rise to the new markets of the future and will bring an evolution of marketing and creativity. And I foresee in this year, the marketing will evolve to be more spatial, more immersive and more experiential. Well, I think 2023 is going to be the year of disruptions. Dark technologies have been making significant progress and will be deployed and implemented soon if not have been already. This year, we'll have artificial intelligence and robots bingling with our daily lives. People expecting extended reality applications to be the new normal. Quantum computing taking on complex calculations faster than ever before. And distributed leisure tech or blockchain will make sure we're all on the same page. In fact, a correction. I think AI has already seeped in in our lives much faster than we could have ever imagined. For example, just check this report that we just launched. If you don't have the physical copy, just check the digital copy of the report. And I can say, apart from the solid data and figures that we have been carrying for seven years now, the report this year, in terms of the design, I would call it a chef's kiss. And guess what? The artwork and the design for this report has been generated completely using generative AI tools. What you see right now is the first physical manifestation of generative artificial intelligence using mid-journey, Dali, ChatGipet, or as people know, ChatGPT. And this makes this Densu e4m digital advertising report 2023 the first of its kind in the world to have an artwork generated completely using artificial intelligence. And to look at it, we have just begun this generational leap. And we are way, way far from the apogee. But in the paraphrasing Neil Armstrong, I would say it's one small step for technology and one generational leap for mankind. So fast on your seat, we'll see you all.


What's going on guys it's your boy DPJ here today with another Destiny video and in today's Destiny video we have top five worst loot drops of the week now this is in scenarios where people deserve much better loot and they get the worst loot and cases where loot is dropped to people when they truly do not deserve it but getting straight into the video and in at number five we have a clip sent in by K-man 25131 when you and your teammate get the only exotic the dude who gets an old lambion needs what a shame in at number four we have a clip sent in by mr. roger009 when you smash the enemy team and the only group you want go to the enemy team absolutely ridiculous in at number three we have a clip sent in by a fueled sniper now this is crucible in a nutshell two we have a clip sent in by saofan2013 when you three man falter and you get these rewards you know who you have upset somebody in at number one we have a clip sent in by wiki descent now this is the sort of thing that makes me never want to play crucible absolutely ludicrous but guys that is end of my top five worst loot drops of the week if you did enjoy the video if you couldn't leave a like I would appreciate the support don't forget if you have anything bad ass to send in send it into the email I just linked in the top of the video description thanks for stopping by as always and peace out till next time peace