What is up everybody? Welcome back to the channel. You guys in today's video I'm gonna be walking my good friend shout out to Whitney a top producing realtor in the state of Washington Just crushing it. I'm gonna be walking her through you guys step by step Installing her Facebook pixel on her landing page. This is what's super important guys This is what it's all about.  And that's what it's all about So today we're gonna we're gonna simply take her links her landing page links We're gonna set up some custom audiences instead of Facebook We're gonna take her thank-you page and we're gonna set up what Facebook calls a conversion event a conversion event It's simply a quote-unquote lead, but a but a conversion event is also a purchase a conversion event is also one of a Confirmed appointment. There's many different conversion events which I'll show you inside of Facebook But this is all about the thank-you page. So before you run a Facebook out That's why Whitney and I were getting ready ready here to really set up an ad Publish an ad and really start promoting her her business locally, but I said Whitney before we even get there There's a few things that we actually haven't done. We haven't installed your pixel We haven't set up custom audiences and we haven't set up her her her custom conversion event Based on lead. Okay. So I thought you guys get a ton of value out of this today So if you're running anything online and pay attention, we're gonna get started So now these are our two basic pages, right? So and that's why you guys I Swear 99% of you guys that are watching this video right now whether you're watching it on Facebook and your real estate agent or whether you're on YouTube and you're You have some other type of business going on. I truly believe I truly believe 99.99% of us Literally can build multi multi six multi multi seven figure even eight figure businesses with two pages Two pages. It's a opt-in page a landing page and a thank-you page. That's it So so in Whitney's case a listing an open house a buyer seminar a buyer guide a CMA a seller guide All of these different ways that we're trying to fish right now on social media It literally comes down to two pages start putting out a landing page, right? So so today you guys we got it and this is where all the tracking happens So now now that we have these two basic pages now, we just want to track it So we have the links already at the top Whitney opened up. So we have the we have the landing page This are our basic landing page. We have the thank-you page So as they opt in they land here now what we want to do is we want to go to Facebook and And and we got to get our pixel. So in fact, you have a pixel on that page Go back to the to the thank-you for registering you have a So so click on your pixel helper there in the top, right? You have a pixel on this page So then you must just not have it on your landing page click on that number two the yeah go back No, go back to the thank-you page So so these are her two basic two two basic pages, right you guys So we want it we want to make sure everything is tracked click on that. So what pixel is that? That's pixel ending in I always look at the last four digits eight nine seven eight So that's eight nine seven eight So now let's go to the as manager and let's see what pixel that is So click on the three lines to the left and you're gonna go to events manager Give you Give me what control of my oh no, you know, you're good So hover over that clock to the left that little blue looking circle to the left Yeah, and then click on data sources. So data sources. This is where your pixel is that so Click away. Yeah. So so right here eight nine seven eight. That's your pixel now Here's here's what's super important to actually, you know what? I just noticed the settings. Let me um Let me um Yeah, let's act. Well, I'll get I'll get rid of that here in a second But here's what's really important to know is the pixel ID number now Moving forward as you again start to really scale your business on social media as you really scale your business on the internet Right, which is all of us everyone watching this video You guys are all trying to see all your business on the internet It's really cool and it's really good and it's really simple to just build your entire internet presence around one pixel And that's your pixel, right? So some websites moving forward as you build websites as you build landing pages you and I who knows we may be working forever We may not you may be working with some other person eventually down the line where they're building you a website Or they're building you another sales funnel or landing page or whatever Some no matter what website it is some websites require just the pixel ID number which that's it right there in the bottom, right? Right, that's the pixel ID and I think I think KV cores like that. I think KV cores like that Were they just required the pixel ID number? I think Shopify. So if you're selling anything online I think Shopify only only asked for the pixel ID number So you take that number copy it pasted into the settings but with cartridge it asked for the whole pixel the whole The whole the whole code so to get it all you do is scroll down right here. So all activity. Yeah, right here So add events click on that drop down in the middle to the left. Yeah, right there Yeah, add events and we're gonna go from from from from a from a new website Yeah, from a new website from a new website install code manually Copy code continue and Then make sure that all of these are turned you want them all to be blue So just hit the turn off that the one at the top the top and then turn back on perfect and then continue Okay, cool, and then continue continue continue continue. Yeah, just keep going and then click it again. Perfect. So now You have it copied you have it copied and always tell people just to have a have have a backup of it email it to yourself Right. You can always email it to yourself But you can always go into your cartridge pages for sure to get it there But you I'd email it to use what to myself as well, but go to cartridge and just go into that page So click the three dots go into that page. Yeah, go back to cartridge And you guys cartridge is what I've been using for years now and then just three dots edit go into into your I think it's the landing page. Yeah, the landing page edit and just go in so cartridge what I've been using you guys since 2018 it runs my entire business my landing pages my email automation my online calendar my membership course It's my affiliate marketing. So they send me a nice little check every single 15th of the month. God bless Katra Every 15th of the month I get a couple grand just for referring and talking about Katra So all my clients use it and and at the price point for the for the technology There's nothing like it man hit settings to the left top left But if you're not using Katra and there's a fortunate trial if you're not using it in the description But if you're if you're not using it all your all these softwares are all the same Yeah, tracking code and then just come down To the very bottom and paste it at the bottom. So so no matter what platform you're using click funnels Kajabi, it's all the same just going to the settings and tracking and and pasting that Facebook pixel right there. Okay, cool So let's just publish live And return to dashboard so that's installing your Facebook pixel you guys you have to put your pixel on every page Every website everything you're trying to freakin promote on social media. You want to have your pixel tracking everything Okay, so so so but that's only step one. That's only step one Here's step two step two is when we now take specific links and we start label it labeling them, right? We start labeling them inside of the Facebook platform So this is for you for those of you that are building businesses and you're in you're trying to scale Facebook or Instagram ads You got to be tracking everything So the pixel is just one part of it So now we're gonna go three lines to the top left and we're gonna go to audiences or you can go to your bookmarks Everything is around your bookmarks But but everything is on the three lines as well So here we have open house leads first-time home buyer First-time home buyer intro video people engage. So what we want to do too is we'll set up Let's let's stay focused on these two links So get the get the Lenny page because I was gonna have you set up an audience on that video But we'll do that. We'll do that after So there and then and then double click the link your comm just double click it so it all opens up Yeah, there you go. You only need your domain. So you don't need the WWW or the HTTPS. So just take yeah, just take the domain. So this is what we're doing you guys This is what we're doing. We're tracking those who land on certain parts of her page, right? And in her case, there's literally two pages. That's it. So here we want to tell Facebook hit the blue one create audience We want to tell Facebook that anyone that lands on this page is simply a page visitor, right? Custom audience and then and then and then here are the different sources real quick Let me let me speak on this just for one one one minute in your business Whitney You're pretty much going to be building custom audiences around website Video and and maybe lead form maybe lead form you'll want to test lead form ads as well We'll do we'll do lead form ads This year as well But the other the other sources are all Possible custom audiences, but you you wouldn't really want to focus on anything in your business is gonna be website and video So just keep it that simple if you just build audiences around people on your links and then build Audiences around those who are watching a percentage of your videos you'll crush it Being a local business and just in real estate now if you're running lead form ads And yeah creating custom audiences around lead form would be good too But but really nothing else the Instagram account the Facebook page a lot of people a lot of my clients are like David I have freaking 9,000 people following me on Instagram. I have a pretty good audience I'm I'm crushing it over there, right? These are my clients But they just don't know how to run an ad right and that's why they're they're coming to me But but but organically they do okay, right?  So Because he's only farming a few zip codes these thousands of people on his Instagram account don't live in the area They don't even live in the state So as he's promoting his open house no one really cares unless they're relocating for sure people relocate for sure You deal with military all the time everyone's relocating for sure But if that's not really your demographic or if that's not really your avatar or your audience that you're really trying to Niche down on it's like dude. These are all people that live across the country So I wouldn't create enough an audience around my Instagram followers Right because showing them a listing or showing them of an open house. It might not be it might not be worth it So website video, let's do website. Let's do website. So here all we're going to do is we're going to label it We have it copied. We have the landing page link copied next And then so over here Now you're going to just simply yeah, you always want to make sure your your green dot is is there That's the active pixel. That's the name of your pixel Um, so that's the source and then and then the events hit the drop down all website visitors and come down to specific So you're going to always want to do specific people who visited specific web pages and then The retention I I would normally keep that low like at 30 or 45 days But now I'm now it's like max it out like it doesn't even matter put 180 180 is the max So for 180 days a person will be in this audience So if you land on my page today, you're going to be in that audience for 180 days Right and so next week. I'll show you another ad three weeks from now. I'll show you another ad Right, you'll be in that audience for 180 days, which is the max. So now paste in the link right below Now here's what you want one here's what you guys want to do This is how you really really segment and it's really basic. It's really simple We're creating an audience and hit the blue. So just hit that that blue drop down We're creating an audience of those who land on this page only Right who land on the page only and to do that is you'll want to scroll down a little bit and you'll want to exclude People who've actually landed on the thank you page Right. So now get get your thank you page link Um And just double click. Yeah always always open it up and and just grab that part perfect So we're telling facebook that that the people that landed here They're not in this audience, right? If so if you landed on my thank you page You are not in this audience. This is only yeah hit the drop down all website go back to specific So all you're doing is matching what you did at the top Um 30 to 180 and yeah paste paste it in So so so now we're gonna give it an audience name scroll down audience name This is this is home buying or whatever whatever your name in it. What what is a home buying seminar or home buying? class yeah Yeah, home buying class home buying class um home buying class page uh Visitors only home buying home buying class page visitors. Yeah home buying home buying class page visitors and only is in parentheses So home buying class page visitors um Only like they've only landed here. They have not proceeded. They have not entered their name and email, right? And so now this becomes an audience create audience. This becomes an audience Whitney that you'll always want to retarget and and hit done You'll always want to retarget and and and this is like so so Such an easy way and then for me like an analogy for me to give you All that all the reason why you'll want to continue to target that is is let me know if you've ever experienced this You you buy clothes online, right? You buy things online. You buy hair product online. Do you buy stuff online? All the time.  I'd probably get the $20 cheaper one That's just me, right? So as I'm searching and I'm looking at stuff Let's say I come across glasses And I click on the green ones and I'm about to check out but I'm like shit What if I can get it for somewhere else for cheaper? Like so I so I leave that website and I freaking go to another website and then before you know it I see an ad from that first company that I was at 10 minutes ago Right. Yeah, and I'm gonna keep seeing that ad so that business that advertiser What they want to do is they want to keep showing me more ads They might show me a 15 off ad next time. They might show me a Another type of of glasses, you know ad so all they're doing is they're just retargeting retargeting retargeting until until you actually buy it And enter your credit card So so let's say for example that you see an ad next month and that ad is like, hey We noticed you're on our page, you know a few weeks ago and you're looking at the green pair of glasses But for whatever reason you didn't purchase we want to offer you right now a 20 discount if you click and and and finish your checkout You click you check out you land on a thank you for purchasing Page that's this next one. So that's your thank you page. So now blue create create audience grab the link the thank you page So now as people opt in and they land hit the create audience So create audience go back in custom audience And then website Now as they opt in and and actually I was saying what I was saying about that custom audience So with that with that with that landing page custom audience that you just created That's an audience that you'll always want to retarget that was my point So just like just like if I clicked on that red or that the green glasses They will continue to retarget me until I buy Or into or until or until I just or until that brand is just engraved in my freaking brain They'll always retarget me So with that audience of those who click land on the on the landing page But for whatever reason don't opt in you'll always retarget them All right, so so that would be a part of your retargeting on on really ad number two and on when you're when you're promoting buying Right. So so now this this again same thing all website visitors specific Retention same thing just so so all you're doing on the website audiences is the same thing specific max that out to 180 Paste in that link and now this becomes an audience of those who actually opted in Right. So scroll down And now you're gonna so no one to exclude audience name And this is this is this is but yeah name it the same exactly home buying home buying class Leads or home buying class registrants or something like that, you know and put that in parentheses put that yes Yeah, put that in register. Yeah, registrants or Something like that all that but it's just for me. So It's all good And so now this can be an audience that you that you retarget in the future or that you exclude From seeing more ads like this in the future Right, because if you if they've already opted in you don't need to keep showing the these people more ads Okay, so so hit create audience um And that's your custom audiences and you know what while we're at it while we're here hit done Now let's do one more audience. Let's do one more on this create audience. Let's see if that video is up yet So custom audience hit video.  How long is the video? I think it's one minute. Yeah, do 15 seconds. That's good 15 seconds hit choose videos Let's see if it's even there yet. It should be there by now hit choose videos Yeah, get out of the um facebook page go to your other page Hopefully it's here. It should be here by now Yep, awesome. Awesome. Cool. So confirm But here's what blows my mind you guys everyone's putting out good stuff So shout out to every top realtor shout out to every shout out to every freaking local business owner Shout out to those of you that are really, you know crushing it and successful But but but but this and again what i'm saying is to the local business owner. Whitney is a local business owner She's branding herself. She's trying to brand herself locally, right? Is that the goal or is that the dream? Whitney or or are you building a nationwide brand? I don't even know yet Local right now, right? It's like dude. That's where that's where we're doing business local So I can't stress enough you guys Start running these simple video ads And tracking those who watch it and create these audiences to retarget these people in the future with more ads That's it So rather than posting your video content because you're already doing a great job Everyone's already doing a great job. They're put they're writing the best text. They're doing video Everyone's already doing it But but what everyone's doing is again when they're building when you're building a local business The thousands of people that are following you on all these damn platforms.  The the 500 views that you got on it. They're not people in your area So if you were to just simply do this Host on the business page first Then then come over here and create the audience and then now we're going to run an ad on it But if you can just simply focus on this and spend a few bucks on your video Spend a few bucks a day two bucks a day three bucks a day you can I i'm going to show you a video right now of a client of mine, uh, Whitney She's literally spending two dollars a day. She's spending two dollars a day And and we and and I think she started the ad two days ago like literally two days ago today's saturday I think she started it on thursday think she started it on thursday And she's at almost a couple thousand views. We'll look at it right now. She's at almost a couple thousand local views She's spending two dollars a day And I think she spent maybe Six bucks by at this point to get a couple I think she's almost at a couple we'll look at it right now I think she might think she might be at almost 1500 views, but we'll look at it right now But but those are local views. That's my point. Those are local people So so again you guys I can't stress this enough. So name it name it same thing buyers um And then on the videos on the videos you can keep people in this audience those who watched it for 15 seconds um For up to 365 so so so on the website. It's 180 and on on video is 365 So you guys what we're doing here is we're we're Whitney is launching right. She's launching. She's a top producing rotor. She's she's promoting a a buyer event. Um, She focuses in she focuses in on the military and va and really providing a ton of value To to all of our military. So shout out to every every one of you that have served That are may or may may may be serving now Whitney's the one to turn to man. She's out there in washington just crushing it So home buying class 15 seconds create audience and and whitney i'm gonna link your facebook page right below as well So i'll link your facebook um Make sure you like her page. Make sure you follow her make sure you support her you guys So click on her link around the description hit done And then um and that's it. So that's your that's your basic website So any website you create from this point on an open house, uh a listing whatever Those are the two pages that you want to create audiences around Um, and then whatever video you're putting out create create an audience around that video So we've got the pixel on the page. We have the custom audiences now. Let's do one more thing three lines to the left And now we're going to focus in on the the thank you page the actual thank you page We need to tell facebook What this thank you page is exactly to to us right and and and what exactly is it when people land on that Thank You page they're elite, right? So we got to tell it to facebook. So here's how you do three lines And then go to go to events manager so events manager um And then over here again, this is where you can get your pixel, but but this is where you'll you'll want to um um Create the event as well. So you have the thank you page I'm pretty sure you already have you have it copied the link to the thank you page I'm pretty sure you do so scroll down and all we're going to do again Blue little circle to the left and go to data sources. So everything is in the data sources You always want to go to the data sources and then all we're going to do here is scroll down And we're going to come down to your add events. So that drop down right right there Where you got your pixel? So remember your pixel is from a new website Right, don't click on that. Don't click on that But that that's where you get your pixel from a new website What we're going to do here is we're going to go from the pixel So we're going to add events using pixel code is what it said And then open event setup tool the blue button and then right here You're going to simply paste in your thank you page Link open website Perfect, and then you'll see a box right here actually is your website Is that website link? Let's let's look at your cartridge page go to your cartridge page real quick So that is okay Yeah, so when you're pasting it here, that's what it is So when you're pasting here put the whole thing https Perfect open website and then now it'll take you to your page and then as it comes over here You'll see a box right in the top left perfect And then all you're going to do here is track a url track a url track a url And then um hit the drop down so here. So here's what's going on you guys. Here's what's going on So scroll down. There's a ton of them. There's a ton of them. Look at all of them Look at all of them. These are all what facebook calls conversion events so as we're running ads you guys 10 out of 10 of you guys Yeah, I would assume 10 out of 10 of you guys Are building something online where you're either looking for a lead? Or you're looking for a purchase Right, it's one of those two It's one of those two in 99.99% of all of our freaking businesses I need a lead or I need a freaking purchase or or you need both right But normally those are those are the ones so in this case, you're going to tell facebook Yeah, those who land on this page are leads right so click on lead and then Don't include value. Yeah, you don't need a value on that and then just hit confirm And then all you're going to do is simply finish setup Click on finish setup So now facebook's going to know okay and then finish Those that land on this page to click yes or no Yeah, and don't show again Those that land on this page are literally a lead done. Okay, perfect That's it you guys. So what did we what did we just do? We just installed our facebook pixel you could stop share we just installed our facebook pixel We just created custom audiences around her two basic pages you guys landing page opt-in page And then we excluded those who actually landed on her her Her thank you page right on on the first on the first custom audience And then we created a custom audience around her video So as you put out video you guys as you're putting out video start targeting your audience start targeting your local area And simply creating audiences around those people 15 seconds 25 start creating audiences around those who are watching your video So you can then retarget that's where the branding effect comes from. That's all it is as people see you over and over and over And it's not an annoying It's not it's not people being getting annoyed by seeing you over and over because that's not what you're putting out You're not putting out freaking an annoying type of personality.     You're trying to build an audience.  So so it's not like people are going to get annoyed seeing you not at all as you put out good stuff You guys as you put out content as you educate people That's why I tell my real estate clients all the time. I'm like dude, you have to break out You have to just start doing video.  I truly believe 100 of the marketplace already put you on a pedestal Yeah, because you're licensed.  It's something magical, man It's something very very magical. So so that's what but but what do we do again the back side the tech side? What did we do today? We created a custom audience because those that are watching your video when you're doing it organically There's no there's no benefit to that. That's why that's why you want to run that you want to target your area So you can start creating these audiences so you can get back in front of people again Show them another ad show them another ad show them another ad and that's all it is with the glasses I'm going to click on the green ones They're going to show me another ad show me another ad show me another ad until I buy Or or or and it's not in an aggressive way Because again, they could just be educating me educating me and that's where we're at today you guys So personal brandon is everything so we got our pixel installed We got our custom audiences and we got our facebook lead conversion You know, you know what real quick winning before I before I stop this go back to share screen Let me show you what what to do with this. Um, in fact, you know what, you know what? Let's go straight into you guys.  Yeah, so so we have our landing pages. You guys we have our pixel We have our audiences. We have the even the video is is is already set up for for a custom audience Now we're gonna go straight in and run a freaking ad we're gonna go straight in So hit the three lines in the top in the top left We are literally gonna run an ad and start bringing traffic to that page to that video And we're gonna we're gonna get this damn thing started So green button always gonna click the green create And now we're gonna go straight down to leads. That's it leads And then hit continue. So step one you guys step one is simply just the campaign level We're gonna go through these three levels on the left hand side the top left the campaign the ad set and the ad That's the three tabs. That's the three levels very very simple So step one is the campaign level the first level is always just choosing your objective, right in this case it's leads And then coming over to the second part where in your case winning because you're real estate You're gonna go categories So categories you're gonna always always always hit the drop down and you're gonna go to housing and that's it And then next that's it nothing else to do there That's step one. That's the campaign level you guys. That is it now. We're on the second step the ad set level Here we're gonna go website. So we want to generate leads through your website And now here also we could have did it on the campaign level, but but we'll go we'll go back there In fact, click on campaigns in the top left click on new leads campaign Because I want to get you in the habit of doing this the right way. You always want to name it at the top So again, following your your your your whole cart, you're labeling of everything Same thing homebuyer homebuying class March 11 and then and then and then I would put video video Yeah, perfect video perfect And then dash leads that's dash lead because leads is the objective you could have chose traffic You could have chosen engagement. You could have chose Awareness, but you chose leads, right? So so perfect and that's it and then hit next So you always want to get in the habit of giving your titles at the top a good detailed description Because if you don't then you end up finding yourself clicking to see what that what ad that was clicking to see what I spent when I could have just labeled it Right. So so we'll get in the habit of labeling and then here at the top new leads ad set We'll we'll label that after we do what we do at the bottom That's that's yeah, we'll we'll name it after so here website and then all we're going to do is scroll down And then right there conversion event you're going to click in that box and click on lead and go back to your Your thank you page real quick and refresh that page. Sometimes this takes a few minutes And then click on click on the the facebook pixel helper So right here you guys again This is this is your pixel helper. See or meta meta pixel helper was called facebook pixel helper forever But now it's meta pixel helper. You guys can google that install it. You can find it at the at the chrome store There's one for mac. There's one for pc But but there that just sits there. It's a plugin. It's free and just allows you to track You know Well, well it just allows you to see who's tracking you right? You could be on any random website and you can click that and you can see their pixel and none of that's private information So it's just public. It's all good But I don't I don't care who's pixeling me. I don't have it for that reason I just use it to to test our pages and to test my pages But yeah, so that's there. But in the next few minutes, you'll click on it again and you'll see lead because it's actually Also, we set up the lead conversion event. So so you'll see that there. Okay, perfect So you you refresh the page. We're good there. So now go back to the app and and then we're good. So now scroll down Okay, so now we're going to go budget So budget 10 bucks a day. Keep it simple. No down down budget go daily budget and then to the right Yeah, change that out to 10 And then when you're setting up your ads the start date and end date When you're when you're setting up and and real quick real quick on the 10 dollars real quick Let me explain this real quick Because this is like the most common question and this is what I truly believe This is this is this is one huge reason why I truly believe Most don't run ads because most are afraid to spend money most don't have the budget or whatever, right? And let's just keep it real. It's it's all good. I say this out of respect Everyone's budget's different, right? Everyone else has shit going on So it's like sometimes people don't even have a damn budget, but but If you do if you do this kind of how you just want to look at it It's like I always look at it in the simple terms of what I make per deal And that's why Whitney like as we really get the ball rolling I'm gonna just freaking be hard on you. I'm gonna because I treat you like I talk to you like you're my sister Like I really think we have like I really look at you that way And it's like I'm gonna be hard on you because as we really get things rolling and as your business starts to roll And like you got deals in the pipeline right now as you start to close deals It's like dude, put a put a few hundred aside for facebook ads like a few hundred Like oh, yeah, the the next that we're running The next side we're running. We're probably gonna do like a 500 a month budget What's so crazy? What's so crazy is that you could probably stay at that budget and crush your local area on 500 a month So so so we're talking it's like, okay, I make five grand per deal. I need to be spending at least 10% on facebook ads That's it. So whatever you make per deal, you guys That's how you want to look at it like when it comes to my coaching What what i'm charging now what I charge now Whitney, which I never which I didn't even bring up to you Like what I charge now for coaching is is is is is a certain number right what I charge now And then I and then I look at a percentage of that and I dump that back in ads for my business You first started I'm glad I found you when you first started Yes, yes Like now now it's now it's a little little more now it's over five grand But now it's like now it's like a whole package where I include a lot of stuff So the value is there but but that's not even the point the point is that okay if I'm making five grand per client I need to be spending at least and and so here's how I look at it. Here's how I look at it If I'm spending five grand if I'm making five grand per deal I because I understand the marketing and disc numbers I would be spending five grand a month on advertising Yeah Five grand Yeah, I'd be spending five grand a month If if if I was making five grand per deal Whatever I was making three grand per deal two grand per deal if I was making two grand per deal I'd be spending two grand a month minimum Because first of all I'm gonna I'm gonna capture a shit load of leads I'm gonna capture a shit So if I'm giving away a buyer guide or a seller guide or or getting people promoting a buying seminar And I'm spending that kind of money. You know how many leads I'm gonna get out of it You know how many people in my local area tens of thousands of views on my videos It's gonna get to the point though, David where I can't handle all of those clients if I spend No, no, no doesn't get to that point at all. It doesn't It doesn't get to that point at all Nor does one have to spend that much. I'm just speaking I'm just speaking out like I'm speaking out loud That's how I look at stuff Where it's like I'd be spending that much per deal because yes, I'd be getting a shitload of leads out of it But if I just closed one client If I got one deal out of it, I freaking break even yes I didn't profit But I actually did because hundreds of leads came out of it I may not have closed two of them yet, but I've closed one and I broke even But the branding effect the thousands of people the tens of thousands of people that would have had That that I would have got to see my my content Versus just posting it organically on your freaking LinkedIn Yeah, like shit dude that none has doing nothing for nobody I'm sick of it. You know, it's like dude like start putting money towards your business start marketing, right? And that's why moving moving moving on 2023 Pick your platform whether it's tiktok whether it's instagram whether it's facebook whatever you want to put out organic cool Whatever but also learn learn how to run an ad also learn how to run an ad on that platform Right learn how to run an ad and and and when you're running an ad The click because that's the million dollar question Where that's and that's why I tell people all the time. Where are you taking me when I click? So whether you're whether whether you have links in the description of your youtube video Whether you're posting on your facebook page organically whatever the million dark or you're running an ad Whatever the million dollar question is. Where are you taking me when I click? And that's the landing page So so that's why karcher there's a fortune day trial in the description Like I use this software for my landing pages You've got to be taking people to a landing page to capture the lead Right. So so here again start at 10.  It's morning time, right? Yeah, whenever you're running the ad morning time Um, you can always start at the next day at 6 a.m. So march march. Um, go march march 5th march 5th or unless yeah, I would And this is normally on a brand new account, but you had you ran a couple ads on this account before, right? Yeah, so you may you may get it approved sometime today I would say maybe put it for maybe 5 p.m. Like what it's already yeah, it's already past 10 So so even if you had to go live at 5 p.m. Or had to go live at 6 p.m. Or 7 p.m It might not be approved by that time Um, that's why I'll always set it to go live the next day. I'll always have to go live the next day at 6 a.m. Yeah Sunday morning 6 a.m People are freaking rolling out of bed hung over and freaking pull and looking at their damn phone right so so March 5th and then so yeah what and so here's another thing too like when it comes to the budget Yeah, just whatever you're making per deal you guys take a percentage of that or take the whole damn amount I I'm crazy like that. I would take the whole damn amount and I would spend on ads But but but the way you want to break it up though. Okay, so let's say you have a budget. Let's say 300 a month Let's say you have a budget. Okay, cool. This is how simple this could be winning So again as one goes out there and organically post and do and does all that stuff I'm saying forget about all that And simply run an ad a video preferably And run run a video run an ad every 15 days That's it. Yep. So so this one can go for 15 days for example And then on day 16 your second video your second ad goes live on day 16 from day 16 to day 30 That's it two videos per month two videos per month.  Oh the events of the 11th Yeah, so I'm stopping at a 10 a.m. Just to give time for I would up that budget then so then so then look here's what I was planning on I was planning on march 5th, but I'm just speaking in general. This is the just the overall strategy I was thinking march 5th to the 20th because that's 15 days And if the budget is 300 for somebody then that would be 150 on this ad It'd be 10 bucks a day for 15 days. There's 150 But if it's not 15 days, then maybe just condense it I'd recommend spending the same 150 And just and just going in just go lifetime. No go lifetime. Forget about the daily budget. Just go Go lifetime put 150 And then and then just just go 5th to the 11th Perfect, which I don't think you might need I don't think you I I would probably maybe go 100 but but again, like Because that's six days. So it's like at six days if I was spending. What is that at six days? That's um Actually, well, that's not even a lot per day really Leave it at 150 leave it at 150 Because even at at your Yeah, like that that wouldn't be a lot. That's that's six dollars a day. So so yeah, you'd be good Yeah, 150 is good. That's it and then end date march 11th 10 a.m. Change out that actually it doesn't start at 10 Or ends at 10 start at 130 the event starts at 130 I always just try to match the times. That's all but um Well, I'd make it go to I'd I'd make it go to make it go to um Make it go to 130 or make it go to two like if anything like Yeah, perfect 12 30. Cool. Okay. Now now we're gonna scroll down And now in the future, this is where your custom audiences be so click inside search existing audiences We're not going to retarget anybody now But this is where you would simply look for your audiences. That's it And so if I was on ad number four, for example, I would be retargeting. I would be retargeting. Um Maybe maybe intro video 15 15 second that and that's why that's why that's why I encourage you to focus in on one person Right. I'm focusing on the on the buyer. I'm focusing on on that one person Right because as you build custom audiences, you want these custom audiences to all all be the same type of person Right because like trust me like you're and so you would have all these different audiences of all these different buyer events For example, right Rather than rather than having a seller guide or having other random stuff So so but in the future, that's where you would see your audiences and then now scroll down locations Go to united states and just um edit over the united states edit the united states and just put in um Put in that that location You can you could for sure hit the x united states just hover over united states and exit out So yeah, just always get rid of it and then just Yeah, so this drop down this right here if you read them, they're all different. So Go back to that real quick hit the drop down And so what do you want people living in or recently in? people traveling in Right, they're all different. So this part is very important So People living in or recently in this location. You're you're targeting buyers right so Trying to find where i'm at Well, you would know you go search locations. You got to type in your address first But the drop down the drop down is a big difference. So So just type search locations. Just type in type in type in the location search Yeah so And what you're always looking for is the drop down always always look for the drop down and no don't go to that one's not place So x that one out again do it again So you're you're going off of address going off of address So always always hit the drop down perfect And so 15 miles is the minimum and then you can go up to you can go up to 50 I think is the max But is that is that all you want is 15? Uh, yeah Okay, okay, perfect. So scroll down age. You cannot change Gender you cannot change Yeah, scroll down. So now we're good there. So so leave all that as is and then detail targeting you could you could narrow it in But at the same time it's it's not really necessary because you're targeting only a 15 mile radius So I don't want to I don't want to narrow in anything any further than that Um The time you put detail targeting keywords different keywords zillow like you could target different keywords Is normally when you're when you're running ads across a country or or you're running ads to multiple countries Right, then then it'd be good to put in detail targeting but not in a little 15 mile radius You don't really it's not really necessary because facebook's algorithm so freaking good the moment people start clicking Facebook knows what type of person it is so facebook starts to show your ads to more people just like them in that 15 mile radius So it's it's based off of yes based off of algorithms not necessarily a keyword that one puts in the keyword helps But not in this it's not needed in this case. So advantage placement scroll down advantage placement the manual placement um I'm going to have you go manual placement normally And it's because of a video advantage plus placement is good sometimes with an image ad But but not with video not with video because the video doesn't show on every platform and are on every part Like messenger or audience network different parts of the audience network the video and even in facebook stories instagram instagram rules it's like Facebook if you go advantage plus placement facebook will show it on all these different parts of the platform When that part of the platform is not even meant for that long form video Um, but they'll still run it and and and guess what money's still being spent Even if it's just a few pennies it doesn't matter like when you're on a smaller budget here wise Have all the attention go to to the most or have the ad go to go to where the most attention is is is at And that it's when you go manual placement. So you'll go manual placement and then you'll uncheck Um audience network. You'll uncheck messenger scroll down And then you'll you'll click on the little arrow to the left of feeds So all these little arrows to the left.  So you're unchecking Everything and now now we have ten dollars going straight to the news feed and that's it Right or whatever the budget is whatever the budget is um So uncheck all that and that's it and then we'll click on next That's that should be it for um for step actually, you know what real quick real quick scroll up And just name it. So what did we just do here? our targeting our budget our um our um our our placement Edit placement, right? So new buyers class march 11 And you don't have to put that because you already put that in in the first title. So here just simply just simply go Um new buyers class And then put the budget. What what's the budget the budget is what 150 150 dash um, and then and then maybe the address dash Edit placement and that's it Right new buyers class 150 150 mile right there perfect perfect and then and then um dash edit placement Or edit edit edit place Or whatever, right? That's it. So now when you look at that title, you could you know exactly what went on in that in that ad You don't have to click on anything Next that's it. So that's step two that's step two now We go to the third and final step and we're and we're and we're good So here because we posted it on the business page first Now we just simply come down scroll down Yeah, you can go instagram account right there scroll down and now create ads So you're gonna hit that drop down and use existing post and a lot a lot of times people ask me Why do I run it this way? Why why use existing posts when I can just create an ad and and pull that file from my download folder? For example, the reason why I put it here is so it can live on publicly when the ad turns off That's it Versus not using existing post you would have pulled the file from your download folder and the moment that ad turns off the ad is off Right the or the post is off. It's nowhere to be found Right, so I just look at it where it's like dude if I'm gonna spend money on the freaking ad It's like I want I want those thousands of views to show. I want all that engagement I want that learn more button to be there. I want that thing to be public forever I spent money on that damn post. Yeah, right. That's how I look at it. So um Let it live forever and that's um Posting on the page first and it's so now now you're good. So scroll back up Actually, yeah, if you actually select post, I'm sorry select post select post and then there's that post and then hit continue And then and then scroll down and you're now going to put in our call to action button and that's where your landing page link goes right there Here it calls for the entire link unlike the custom audience. Um We didn't need it for that so update post Yeah, update post And then your payment is the payment method. Do you have a card on file? I don't think it's the right card to feel. Yeah, all good Awesome. So now the now the thank you page you guys, we need to look at this real quick So now this thank you page is is optimized. Um, so now scroll now go back to ads manager and let's finalize that ad Okay, good. So exit of this. Yeah, just hit done and then just scroll down And then hit hit next Okay, cool. There's the ad using this thing post your link is there Um, the payment that should that should go away that air on the top right because you just you just did it So the link is there scroll down and you're good. So make sure this is checked You always want to make sure a website events is checked the green dot is green and that's it hit publish And that's it you guys so that's your pixel setup you guys that your custom audience is that freaking a to z Whitney now now just comes down to just just seen green at the bottom right making sure that that that thing turns green in the bottom right And and from this point on just just sticking to one avatar Who is my avatar and all I'm going to do now is create you could stop share All we're going to do now is create content to talk to that avatar. That's it and and and it's always to entice people It's always a free download. It's either a free virus class. It's a free web class. It's a free webinar It's a free download You have to you have to You have to create some type of download or whether it's information on a listing or or or a buyer's list click here to download our 2023 buyer's list, right? And so so whatever it is there has to be some ethical bribe to give people to click And then so now all you're doing is creating content speaking to that one person And on the back end taking people to a simple landing page where they can opt in And then once they opt in that's when email automation needs to be in place And that's a whole another call. So any questions on that wendy at all whatsoever We did a lot today and we went no set up of an ad so Awesome you guys so Subscribe hit the link below I'm gonna have Whitney's link to her facebook page follow her support her shot to Whitney kicking ass in Washington and I'll see you guys on the next video over now


What's going on everybody? Welcome back to another SQL tutorial. Today we're gonna be looking at string functions. Some of the things that we're gonna be looking at are things like trim, replace, substring, and upper and lower. We're gonna create a new table, insert a little bit of bad data into it, and then we're gonna be using that to work on our string functions today. So, I already have this set up right here. I'm gonna put this in the Githubs that you can just download this. You don't have to type this out manually.  But let's go ahead and run this really quick. And as you can see in this table, we have our data right here. Give me one second.  Basically what we have is in this first one, we have, here we go, we have some basically blank spaces on the right side. In the second one, some blank spaces on the left side. We also have Jimbo, which is an error because the name is Jim and Halbert because the name is actually Halbert. And then for Toby, for whatever reason, that O is capitalized. And then Michael got in here and added this extra part. So we're gonna have to figure out a way to take that out when we're doing our query. And that'll come in a little bit later, I think in the substring section. So let's get into it right away. Let's start using our left trim and right trim. We're gonna kind of go through each one pretty quickly. Hopefully, I'm not trying to make this a super long video because we got a lot of things to get through in this one video. So I'm gonna go through the trim, right trim and left trim. Let's look at the employee ID because that's the one where we have some blank spaces on the right and the left side. The left side you'll be able to, obviously you're gonna see that one much easier, but let's start walking through this. So let's do select employee ID.  So we're just gonna do trim and then type in the column that we want to take these blank spaces out of. That's what the trim does. The trim gets rid of blank spaces on either the front or the back or the left and the right side. So on both sides, that's what trim does. And we'll say as ID trim. So let's run this one really quick. And as you can see, this is our regular employee ID. And so you can't visually see it as easily on this first one, but there are blank spaces after this 1001 and we got rid of those. And then there were blank spaces before the 1002 and we got rid of those. Now I'm just gonna copy this two times because it's basically the exact same thing, but I'm gonna show you them all at the same time. So it's the exact same thing except L trim and right trim. And let's take a look at all these at the same time. And let me pull it up. So in the, let me see if I can get these all in here. Okay, in the trim, it got rid of both the left and the right side. So all of these were fixed. In the employee ID for the left trim, we're only gonna be getting rid of this one. This one still has blank spaces on it. And when we do the right trim, we're only gonna get rid of the stuff on the right side. So this one doesn't change because this is on the left-hand side where the blank spaces are. So this one was fixed. Again, it's not super visual, so you can't really see it, but that one is fixed. Let's move on to the next part, which is using replace. So for this one, we're gonna be looking at the last name. So let's go back up really quick to the employee errors. As you can tell, the last name, the biggest one where we kind of wanna take something out of because we don't want that dash fired still in there. We're gonna replace that. And so let's look at how to do that. Let me just copy this real quick and get rid of this top part. So we're gonna do the last name. So let's just start off with our last name. And then just as a baseline, so you can see what it looks like before. And then we'll do replace. And all we're gonna specify is the column that we want to do the replacing in. We're gonna specify the value that we want to replace. So in this, it's gonna be dash fire. Oops, got a little aggressive on that one, dash fired. And we're gonna indicate what we want to replace it with. Now I'm just gonna replace it with blank. And we can say as last name fixed. So let's see what this looks like really quick. And it looks like it worked. So in this last name, it originally had Flenderson at dash fired. And when we replaced it, and we took that dash fired and replaced it with basically nothing, it then fixed it. And so now it looks correct. All right, let's move on to the next one. I think this one might be the longest one to write, but that is the substring. And let me take this real quick, trying to save us some time. So substring is very unique. You can specify in either a number or a string. You can specify the place that you wanna start. And then you can also specify how many characters you wanna go out. And it pulls that in. So just as a really quick example. And then I'm gonna show you kind of a use case for this one that I think is pretty cool that maybe, let me see. So that maybe that you'd find useful. So I'm gonna do first name, and then I'm just gonna do one comma three. So it's gonna take the first name. It's gonna start at the very first, very first letter or number. And it's gonna go forward three spaces or three spots. So let's just take a look at what that looks like. So for our table, it's gonna take Jim, Pam, and Tob, or Tob, or Toby. And so it's only gonna take the first three, because you're starting at number one. Now what if we started at three? So we do three comma three. It's gonna go to the third digit or third letter.  So you kind of get a sense of how this works. Now I'm gonna show you something that I think is very interesting that I think you guys will also find interesting. Let me fix that, because I just messed it up. So if you've ever heard of something called fuzzy matching, now if you don't know what fuzzy matching is, I'll give you an example. Let's say in one table, my name is Alex. And in another table, my name is Alexander. If we tried to join those two together based off of my name, they will not join because one is Alex and one is Alexander. They're not an exact match. But if I take the substring and start position one and move forward four characters, it's gonna take Alex from both and then it will match them together and say that they are the same. So that, you know, it may not be perfect. That's why it's called a fuzzy match because it can work for a large majority of the time, but it's not gonna work every single time. And so I wanna show you how we can use this here. Really quick, I need to join this to the demographics table. So I'm gonna do that really quick. Bear with me for just one second. Let's try to make this at least look somewhat good. So what I'm gonna do is, I'm gonna start off by saying, let's tie it to the first name. Let's do, whoops, let's do error.firstName is equal to the demographics table first name. Okay, so I wanna see, and I'm just gonna do firstName for error and let's do firstName. So let's see what comes up when we do it like this. So the only one that is gonna work is Toby and that's because even though it has a capital O, it's still gonna take it. So, you know, we wanna get all of them to match and we can do that, but it's gonna be in a little bit of a different way than maybe is perfect, but that's why they call it fuzzy matching. So we're gonna use substring on this. So I'm gonna say substring. Oops, let me spell that right. So I'm gonna say substring and we're gonna go one, three. So starting at the first position and going forward three and we're gonna do the exact same thing on the, oops, substring would be great if I could spell that correctly. We're gonna do the exact same thing. So one and three. So we are actually going to take this. Give me a second, miss that. We're gonna take this up here and we're just gonna go like that. And I don't, why did I copy it with the error? Okay, so let's run this really quickly. And as you can see, it is now gonna match all of them. And you can do this on a lot of different things. Typically when I'm doing a fuzzy match like this, I'm not just gonna do it on a first name, right? Because there can be a ton of people named Jim. You know, we wanna do it on, and real quick, let me actually show you what the originals looked like just to make sure I hit the point across. And that is gonna be first name and come, all right. So real quick, I have to actually look at this. So it originally was Jimbo, Pamela and Toby. In this one was Jim, Pam and Toby. And so when we just took the first three because it was Jimbo, it then becomes Jim, it was Pamela, it becomes Pam, now it matches. And so that's kind of the example that we're going for. Like I was saying, I typically will not just filter on a first name because there's gonna be a ton of people named Alex or Jim or Henry or whatever. You're gonna do this on many different things. So I would be doing it on things like, if I'm trying to do a fuzzy match on a person, I do it on their gender to make sure that their gender is the same. And I wouldn't probably need to use a substring for that, but just to kind of give you a little bit more information, I need to do it on the last name. So I'd need to use that substring again. And I would probably do it on the age, oops. What am I doing? Come on. The age and the date of birth, okay? So all of those things, if you fuzzy match on the first name and the last name and then the gender, the age and the date of birth are all the same, then you can typically get a very high accuracy in matching people across tables. Whether or not you have, this is an example if you don't have an employee ID, which is what we do have, but take for example, we were not given that. This is a way to match them using substrings. Let's move on to upper and lower. All upper and lower is going to do is basically take all the characters in the text and make them either upper or make them lower. So it's very self-explanatory. Let me copy this up here. And we will get going on this one. Let's just look at the first name. Specifically, we're gonna be looking at Toby right here. So let's do first name, let's do lower. And all we have to do is put in the column that we want to do. So this is our original first name and it then takes every single string that is in here or every single, I guess, character and it makes it lowercase. That's all it does. And it is the exact opposite when we do upper. So we can now take a look at this one and now everything's gonna be capitalized. So there is a lot that you can do with these string functions and this is not all the string functions that there are, there are a lot more, but I would say that these are the more popular and more useful ones that I typically use on a regular basis. And so I hope that this has been helpful. I hope that you've learned something from this. If you did, be sure to like and subscribe below. I have a lot more videos coming out with tutorials on everything from SQL, Python, Tableau and Excel. Thank you so much for joining me. I appreciate it and I will see you in the next video.


How to measure the volume of standing trees We can estimate the volume or amount of forest products that can be obtained from trees. Calipers, diameter tape, or tree skill sticks can be used to collect the measurements. We're going to show you how to use a tree skill stick or a Biltmore stick to measure a tree's diameter at 4.5 feet above the ground line, also known as diameter at breast height, or DBH. With the flat side of the stick facing you, hold the stick against the tree at breast height and 25 inches from your eye. While keeping the stick level, line up the left side of the stick with the left edge of the tree. Do not move your head, but move your eyes to the right edge of the tree and read where it falls on the stick to the nearest inch. Now that we have our diameter measurement, we need to determine the height of the tree. Height can be measured as total, or the entire height from the ground to the tree top, or is merchantable, which varies according to which type of product will be cut from that tree. An easy way to measure height is using our Biltmore stick. First, we will pace out one chain, or 66 feet, from the base of the tree to a point where we can see the entire tree. If you pace out a chain and the tree is still taller than the top of your stick, pace out another half chain, or 33 feet. Use the side of the stick that is marked for tree height and hold it vertically 25 inches away from your eye. Next, line the bottom or zero end of the stick up with the bottom of the tree while allowing 6 to 8 inches for the stump height. While keeping your head still, move your eyes up the tree to the point where the top of the last merchantable cut would be made in the tree. This is where the first major fork or another defect occurs. Now, continuing with a still head, read the measurement. We read saw logs to the nearest full one-half log. Now that we have measured the tree diameter at breast height and the height in logs, we will use a table to estimate the volume or board feet of the tree. First, we will read down the left-hand column until we come to the cell containing our tree diameter. Second, we will move across the row until we come to the column containing the tree marginable height at the top. We have now found our marginable volume of the tree. We can record our data and move on to the next tree. In summary, by measuring the tree diameter and height, we were able to determine the volume or amount of tree product that can be obtained from the tree. Good luck and don't forget to practice finding your DBH and pacing out 66 feet.


The thing is I want to say like about misgendering for example, it's very hard but what I kind of try and get cisgender people to grasp is that there's the kind of like you know if you just want to understand it superficially it's polite you call people what they want to be called that's true but it's not just about like impoliteness because fundamentally what someone is saying on the misgender you is everything that you've like worked so hard to assert about yourself against like all odds people whose family is over this people like risk violence is I have the power always to take that away and to say that you are not what you say you are and that there is some essence that you can never run away from which is what trans people have been told over a lifetime so like it's inherently um you know it's inherently a very psychologically dominant act um and one that's upheld you know by the power stretches in society like ultimately if all society and state chooses not to recognize us then we have no you know we have no power in that we were aware that we're a minority so it's a very dominant bullying act on a deeper level as well as just being rude


Thanks for showing up. And we have with us, we're down to a basic trio today. We have Dean Camille Nelson of the William L. Richardson School of Law, University of Hawaii, former dean at Washington University, Washington School of Law at American University and at Suffolk in Boston. And Bill Harrison, one of our senior criminal defense attorneys and long, well-versed both of these scholars in civil rights areas. So my self-all startup question for today is, now that we're 26 days from the election, what makes this one different? What's unique and different about this election and the season? I'd like to start off Camille. Oh, so is it 26 days? Who's counting? So I think there's always an elevated level of debate and discourse leading up to elections. But this go-around, it seems particularly polarized. And the debates yesterday were more civil. But still, I think there's been a, I bemoan anyway, the sort of lack of civility over the course of how we've engaged along political and ideological lines. I think that is important for us as a democracy. I think this election, there is so much at stake. And I think maybe that's why there's an elevated, frankly, lack of civility or polarization. I think, certainly that concerns around the Supreme Court, criminal legal system, healthcare, education, immigration, I mean, there are so many intersecting and really important areas of our democracy that seem to be, let alone the environment and climate justice, right?  So there seems to be an urgency that seems palpable. Those are my few thoughts for now. I look forward to hearing what my friend thinks. Similarly, I also agree with you. We're having these debates and hopefully, well, I'm going to back up a little bit. I was going to say, hopefully our young people are watching these debates. But I back up a little bit because as growing up, as you remember watching debates, you saw, as Camille talked about, the civility of debates and people actually following the rules and regulations and no name calling and that the grace and the respect that was shown generally on these kinds of campaign debates. And that has just gone way down and there is just infighting and his name calling and everything else. And you wonder how this is affecting our young people who are watching these leaders, our leaders, debate about important national and world problems. And you wonder if the message coming across to them is feeding into what's going on in the world today. And so that's my concern. This is a strange time for us, not only through the politics of it, but because of the world events surrounding the politics of it and the things that we're going through with this pandemic and other issues in the world. So I guess the best way to put it, I'm very concerned, and that's a nice word to put it, concerned about these debates and really how they portray our leaders, not only to the young people of this country, but the world in general. I'm just wondering what the world's thinking about these folks seeing these debates. Well, as a friend buddy, he said, you know, when you have a vice presidential political debate in which the only calm, cool and collected and composed party is an insect, you know that you have it. I knew the fly was going to get in there sometime. It's too easy. Hopefully all of the late commentators have exhausted all the fly jokes. Lord of the flies and the need for Babe Ruth to come in and help out as the Sultan of Swat or something like that. But there's a serious aspect to that. My question is, what do you think people who do watch those debates who really want to find out something? I mean, not just see their person win or lose or whatever. What do you think they want to see, want to hear, want to get? Well, you know, from my perspective, as I believe most people's perspectives are, you want to find out where the candidate stands. Okay. And one of the things you want from your candidate is the truth. That's most important because you're going to make a decision, you know, select the candidate based on that candidate's views and that those views more closely relate to what you stand for. And the problem with these debates is that we don't know what they stand for, really. At the conclusion of the debates, you ask yourself, you know, I thought I heard that person tell me something differently before. I thought that person stand was, you know, as to this matter this way. And I'm getting a different idea and, you know, an opinion and a stand at this point in time. And so, are they catering to what they think we want to hear? You know, they want, you know, we want as the voters to hear. And if that's the case, then, you know, it really troubles me that they take that position and responding to my questions. But really, I think we all want to know the truth. Where do you stand truthfully on certain issues? And what will you do when you take office? And I've come away with the decision that or the belief that I don't know what anyone will do in this situation. So what do I do? Do I go and decide this based on the closest moral and ethical and principled person that I could glean from these individuals, people closest to me and what I think they stand for? Or do I go with what they tell me they stand for? You know, that's the difficult question I have. I mean, I agree that the content and the substance of what's being shared along sort of ideological lines with respect to certain areas of our society. So where do they stand on health care? Where do they stand on education? All of that is crucial. Where do they stand on, you know, the racial reckoning that we're experiencing? Absolutely important. And primary, I also think there is at least speaking for myself and, you know, maybe a few others. You know, you're looking at how they demonstrate leadership, thoughtfulness, some level of contemplation, dignity, a respect, some diplomacy. I mean, I hope I'm not sounding old fashioned in having some expectations in terms of how one walks through this world as demonstrative of a sort of higher calling if one is going to be, you know, the leader of this country or leaders of this country. So the world is watching. And I do think, you know, having a representative of this country also in the world stage that speaks content and character.  Exactly. I totally agree with you, Camille. You know, and that's a really interesting point to bring up because just over a week ago, the former governor of Montana, former head of the Republican National Committee, came out and publicly said, I'm not going to vote for Trump, I can't vote for Trump. And that means I'm going to vote for Biden. I don't agree with a good bit of his stuff. And I'm sure there are going to be discussions and differences. But ultimately, it comes down to the character of the person. And I think that's part of what I'm hearing. Let me ask another question. I'm, I'm mediated for a living have done that now for 35 years. So managing conversations to promote civil dialogue to build respect and understanding hopefully mutually is is critical to effective communications in my experience. Have we seen that from the conversation managers in these two debates? You want to tackle that first Camille? And I'll jump in. Are you speaking specifically, Chuck, about the moderators? Are you speaking about the, yeah, you know, I, you know, I, I think they have a really hard job. And so I don't want to be, you know, perceived as being overly critical. I think, you know, if you go back to sort of like debate 101 and what we impress upon as an educator, I return to what do we try to impress upon students on debate club and such, I think, you know, there are ways in which one might, you know, at the end of the day say, well, did they or didn't they? But I also think the participants in any engagement like that, whether it's a sporting event or a debate or some other type of, you know, lab or something, also have to understand the rules of the of the road as they were and agree to abide by them to get your points as you will. So I think it takes, in this case, it takes more than one actor to and, you know, when they come to your to your space and you're mediating, presumably you've laid out the rules and you expect them to to abide by that and, you know, and hopefully they buy into that as part of their desire to mediate. So I think it's, it's, you know, it's, it's, there's a sort of rule adherence question more generally. Yeah, I think that's a really good point because at the beginning of every mediation I do, we have a short joint session where we go over the ground rules and as the moderator of the conversation, I go over those to make sure everybody understands them. But I also let them know what measures may be invoked in order to adhere to those and to enforce those. And I'm almost wondering as a media, I don't know if it could have effectively been done with the president is who he is. But at least when you lay that out in the beginning, these are the ground rules that we're going to enforce those. And this is what we're going to do to enforce those, even if it means cutting off mics or things like that. Because I think the most frequent comment I saw after the debate from people was, turn off this mic already for both debates. Yeah. And, you know, you really feel sorry for these moderators.  And so you have to start taking a hard line position. And it's really difficult because you don't want to be the person that the public says, Hey, you know, why are you getting that way? Or why are you being so aggressive? Or why are you taking that position? But as you say, at some point, you have to say, okay, we're going to turn off your mic if you choose not to follow the rules. And you know that both parties knew the rules going in. I'm sure they were told several times and their people, their handlers were told this is the way this debate is going to go. Yet they chose to take over and ignore the moderator in this instance. So I would have totally cut them off and made it clear that they were not going to get the microphone and they can continue to talk without any sound. But I would go to the other party at that point and say, you know, you have your two minutes. So what have you? You know, the other question that comes up, I read a short article by a very experienced speech pathologist who said, if you look at what the president did in that debate, the yelling, the interrupting, the bullying, the lying, the threatening, he said, if you pick six or seven triggers to try and trigger stuttering in someone who is subject to that, those would be at the top of the list. Interesting. Maybe it's not entirely an accident. Maybe it's not just who he is. It doesn't seem to have been very successful in the sense of breaking down Vice President Biden's ability to be able to get words out. But as a strategy, it adds another dimension to this. But I think it goes back, Dean, to your point. We expect a kind of conduct. And I'll ask you folks, is it old fashion to believe in and expect our leaders to exemplify the beliefs and values that we have been raised with and most honor? You know, I'll be candid in saying that I think it's a question that is sort of, we're seeing in multiple areas, even outside of the political discourse. And I don't want to yearn for the old days when they were frankly less equitable and go back to some sort of bygone era where like women and people of color were disenfranchised and we had no same-sex marriage. Like I don't yearn for some sense of a bygone era that was good for everybody because I don't think it was. But I do think we should speak seriously about expectations of leaders in leadership generally as modeling a type of engagement around difficult questions and difficult conversations. And I think sometimes that's really hard for people and it's really easy to just sort of cancel and quit people. And you know, and I think that's a real lost opportunity. One, I think there are teaching moments in there and I have, I do believe that in my heart, but as an educator, I think that's right. But I also think, I mean, if we can't, if we can't talk to each other, I mean, I don't know what hope there is for coalition building or consensus building or allyship or actually changing people's minds if there's even that possibility anymore. But I would hope that we could at least agree to disagree a lot better than we seem capable of in some spaces right now. And it doesn't have to be personal, right? I mean, we could disagree on the questions before us without descending into some vile pit of like personal attacking, you know, and attacking each other and each other's families or each other's backgrounds. I mean, I just think at that point, there's very little good that can come of that, but maybe that's not the aspiration is for good to come of it. Because I think that's when people shut down and become defensive and it's hard to make any progress. Yeah, and I, I'm sorry. Great Charles. I just wanted to thank you for getting those values. And we have a recent very vivid example of that in the late Justice Ginsburg and the late Justice Scalia. Yeah, yeah, exactly. And I truly agree. You know, civility and respect, that's not old fashioned. That is the baseline that we should be operating on in our life, generally. And everything that we do, we should always be civil. We should always show respect. I think those and people in may suggest that those are old fashioned. I don't think so. I really don't. I just think that that's what makes a society and, you know, a correct balanced society, that civility and respect. And not only do those connect us, but let me throw another question out. Taking two really important elements that Camille brought up and that is the behaviors that honor those traditional values, the dignity, the respect, and the expectation and the desire that the communications and conduct, especially of our leaders, will reflect those beliefs and values. What role does that play in this culture of inequality that has been unfortunately growing pervasively and dangerously and destructively in this country? Is there a connection? I totally see a connection in this respect. And I say respect, and that's the key here, is that we as an individual should respect one another. I think, and you don't have to come from a background of Christianity, income from any background, any religion, but you will note clearly that in the Christian ethos is that you were to treat your neighbor as you would treat yourself. I mean, that's a basic premise, a biblical premise and a Christian premise. And I think that that is pervasive through any kind of religion is that you want to treat another individual much like you'd want to treat yourself or be treated from someone else. So clearly when we talk about this term, respect is right there at the top of the list. And if we cannot respect one another, I think that's really a root of all of these problems that we have with ego, with discrimination. It's a belief that we are somehow above someone else, some group of people, some beliefs, and we don't have to adhere to those beliefs. And I think that's really my belief that that's the problem that really is germane to discrimination, racial strife, the things that we're talking about, the conversations we're having now. Yeah, I think those are great points. And can I just add just a quick point? When I was growing up the talk around sort of back home, we used to say, not so much the melting pot, but the mosaic, growing up in Canada, the cultural mosaic and multiculturalism. But the language was often centered around tolerance. And I don't think that's the right way to think about it as opposed to respect and appreciation.  It's not an appreciation and a sort of willingness to maybe even get to affection for someone who you think is not like you. And I think part of your question, Chuck, I don't want to sort of buy into the notion of sort of respectability politics, because I think there's an implication around sort of assimilationism. We have to all look and dress and act a certain way. And there's only one sort of normative way to be appropriate. But I do think it's upon us if we really care about diversity, inclusion and access and empowerment, to sort of listen across perceived difference, like listen across accent, understand across backgrounds and sort of be willing to spend the time and the energy to learn. And I always keep, I say, listen to learn, not listen to respond to each other. And that requires the person who is trying to learn from another to have some patience, but also to have some willingness to understand that we don't all have to be alike to appreciate each other and to work well together. Right? We don't all have to put on the same uniform or dress, act, look, come from the same place to be able to do something powerful and positive together. But it takes sometimes it takes work. No, absolutely. Critically important. Now we know why you're the dean and the teacher and we're not only anticipated my question, you anticipated the whole direction of it. And that is that the way that people are treated is an element of that discrimination of that inequality. And the people who have been subjected subjected to the treatment without those values of dignity, respect, understanding have been identifiable, marginalized categories and continues. And if anything, we may be farther backward on that track than we were. What's your sense of that? I'm sorry, did you ask me? Yeah, we're okay. Okay, you know, this is an interesting discussion because I just finished a conversation, a virtual conference with regard to implicit bias. And this is really what was discussed throughout this whole conference is this implicit bias. And we had panelists who were from these are defense attorneys from all over the country and different races from Native American to Asian to black to white. And the main focus of the discussion with regard to implicit bias is that understanding that we have seen things and we put people in categories, and we don't really understand a lot of times don't even believe that we are putting people in categories. And a lot of it has to do with the inequality has gone on and has become, you know, systemic that we don't even understand that we're seeing these individuals in certain roles. And we can still get used to it that when we see them outside of those roles, we cannot see them as that person we talked about is as Camille says, we talked about how we don't want everyone to be all you know, dressing the same way, you know, we don't want that homogenization, you know, thought process to be there. Unfortunately, it goes on and we're not aware of it. And unfortunately, that then translates and how we treat people. And a lot of us have even, you know, there is these kind of tests you can take out there. I think Harvard has a test and basically that determines your sensitivity with regard to implicit bias. And when you take those tests, you know, most people will say, I don't have a bias bone in my body. I don't have a prejudicial bone in my body. And they take that test and they're shocked. Okay, because again, we, as we grow up, we get enculturated with certain concepts. And we don't even know we're enculturated those concepts until it really happened. So and so I'm getting back of kind of sort of digress a little bit from your question there. But getting back to that, that's really the concern here is how do we get people to realize that this is going on? And how do we address that? That's really the the real conversation that we should be having here. And, and being able to sensitize ourselves to this problem, first and foremost, and to educate and discuss this, this concept, so that people can grasp it, get a hold of it. And, and so that's really, I think, where we need to go first to get to the bigger question. That's a heart of the matter observation. And I'd like to go back, Camille, to your point, how do we extrapolate from bills? How do we get people to value diversity itself? So, you know, I would start with the self-awareness part. And I think, you know, hopefully people appreciate that with diversity and inclusion come benefits. And I think there is, you know, for people who actually study this, there are benefits to decision-making, benefits to having inclusive leadership structures in terms of outcomes, output, recruitment, retention, right? So, I think there is an abundant literature, social science literature, employment literature in a number of spaces that talk about the enhanced value and the decreased liability and other things in terms of costs, let alone the sort of what I would say is the doing the right thing. But I think if someone is interested in making a difference in these ways, it has to start with a sort of what, you know, Bill was saying around what is one's participation in making the situation or the circumstance better. And I think there are those implicit bias tests. But I also think when you sort of look around how we walk through this world and how we engage in our work environments, in our school environments, in our worship lives, in our personal lives, what does our circle look like? I mean, who is in it and who is not and why? Like, I mean, some places you have to work pretty hard to have a like a homogenous, right? You know, and then so like, how does that happen, right? You know, and you know, and so I think that sort of self interrogation is important as a starting point for transformation. Because I think if the starting point is, I'm okay, I don't have any work to do. It's everybody else, we're not going to get to where we we need to go. I think all of us have implicit biases, all of us have work to do along multiple identity, you know, quote unquote, vectors and intersectional spaces. And if I sort of go, well, I'm opting out because I see myself in this way. Like, I mean, I think we're, I think that's that's unfortunate and will lead to us not doing the good work and the having the positive outcomes that we could have. So it takes all of us. Like, I mean, that takes a village as I think it understatement. Exactly. And a salad bowl village. Yes. We have one of the leading experts anywhere on that, Josh Levenson, right up at Richardson School of Law. Maybe you can help us lure him down for the next. Yes, Professor Justin Levenson is exceptional and written a lot in this space. And yeah, I think he would be a valuable, valuable expert to speak with about this. Okay, so as we go into our last minute, we'll try and persuade Justin to come join us in the last thoughts. Camille. You know, I think it's it's important that, you know, we're having these conversations. I just want to thank you for including me. I think this is part of the work is engaging in these conversations in ways that we're brainstorming together with hopefully, you know, us all going forward and trying to sort of interrogate ourselves and to and to think about how we can do better. Yeah, absolutely. I totally agree. And this these kinds of conversations, not only stimulate discussions amongst one another, but it stimulates some introspection. We look at ourselves and say, Hey, you know, I got to start thinking about my role in this in this conversation and in this problem. And every one of us are part of the problem, so to speak. And so once we learn that, we understand that we, you know, we take it and own it, I think the conversation will start working and we'll start getting to where we want to be. Fantastic. I want to thank both of you. This has been fantastic. If there were one word that I would apply to what you both bring to the table, it would be illuminating. And on that note, thank you. The light shine for us on into November and so we can breathe in January. Yes. Thank you. It's good to see you folks. Okay, take care.