So we took them from doing around 5k a month and scaling up to around 100k a month And we did this around in a period of around 25 to 30 days or so And in this video, I'm really gonna give you everything that you need to know to get you there and much more Okay, so I'm really gonna give you that strategy that we use the scaling strategy as well as the expensive mistakes that We definitely made throughout the process right and things that definitely can't be avoided when we're scanning the campaigns at first But we are really on pace to do around 330k a month or so like purely based on Shopify right and that several things happen, which I think we can learn from right also How to scale and actually produce increasing returns so your business actually ages like fine wine it gets better over time Right, so if you're running any sort of e-commerce for example Shopify Magento WooCommerce or Info product businesses or a high-ticket service-based agency Right, this is this I really think this video is gonna be useful for you Right is using the same principles as well. Okay, if you're not outputting at least two million dollars a year in sales Right, then this will get you there like on hygiene standard Okay, if you want to be doing however like mid to high seven figures per year, then you definitely additional systems in place But that's a story for another another day. Okay, so just follow me into the ads manager I will dive in and then a few PowerPoints and slides and stuff and then I'll just break down How structure campaigns and basically the back end of it. Okay. Yeah So I'm in my Shopify dashboard dashboard right now. So I'm just gonna refresh the page one time Right. So in case anybody sees anything like it's not fake. Okay, so just gonna refresh the page one time Okay, so You can clearly see okay, so let me just stretch back. Okay, so from like I think September 1st September 1st to September 30th Yeah, yeah, did it like 5k month and then in the next like October 1st, right? So you search to November 2nd, right? Then you got that 100k month right there, right? So The thing is we our conversion rate sucks actually like it's really very bad So I feel really good because it's that's like a lot of room for improvement, right? So if you actually extend it back all the way to I think August 1st To today's December 6th. Yeah, right? So in total 245k, but I think our span was like Not counting the previous sales, right? So we started October 1st So that's yeah, so around to around 230k in sales, right? So let me just explain to you what the graph what's happening, right? So like here we are like scaling up and then we like really really how to least killing up and then at this point Literally at the peak, right?  And yeah, so we're running our stock then and then so basically you can see everything's inconsistent afterwards because I was like Okay, let's just try to clear a stock Let's just try to get the conversions and just clear the stock inventory, right? And then afterwards it is like close close to Black Friday already So and then so basically we build up our email list without asset list and as well as like our Notifications list, right? So the assets were we're like on fire like the creatives on fire and assets were building up very very aggressively At the same time. Okay, and then At this point just ran our stock completely. Okay, and then so I was like, okay, that's not good Then my client was like, okay, since it's Black Friday and Christmas, right? How about we do credit sales, right? So we accept money before we actually delivered the product and the product will be delivered only after Christmas, right? And so I mean, okay, I mean just try it, right? Why not, right? So and then so when we open the floodgates and stuff and I just did like really simple email marketing and stuff We didn't touch email marketing at all, right? Then we're getting like these numbers on Black Friday and stuff, okay? So as you can see, right? Brand equity, brand awareness like mean something, right? People really actually remember you and the amount of traffic that's driving through the site is really really insane. Yep So Although we can't we can't really scale that you can see very very nice consistent graphs and stuff Which is actually what I wanted But I mean we have inventory issues and that's the issues that I was talking to you about and I'm going to show You afterwards as well like the mistakes. Okay, so I mean in analytics, right? For example, the first like October 1st October 31st, right? Yeah, you can clearly see like The conversion rate is really really bad. It's really really bad. I would like to say that Yeah, so it's like there's really really a lot of things that can be improved and which I feel good about. Yeah, okay So this Shopify, let me just show you ads manager itself. So okay, this December 31st Okay, so if we stretch back the same October 1st, right? And then December December 6 Yeah So update so I mean total ad spend and check Total ad spend around 55k so 55k and then I remember it was like 230k, right?  Okay. Yeah, so Okay, on the left hand side here, I will put a black box because it's like private information and stuff But you can see row S, right? Row S numbers like The thing about media buying stuff in general, it's not consistent, right? It's harder than the science. So if you see numbers like this like it's quite decent But for every ad account is different. So what I realized about this ad account and definitely you definitely need a skilled media buyer Someone who already knows and understand ads if you're actually running ads yourself, right? Is that this account the behavior needs actually a plus 0.9 to plus 1.5 row S So this trip on one tree is actually like a fall in actual fact, right? That's why we are able to scale very very consistently and like very very confidently as well, right? So even though like there's a 1.8 tree here. This is actually More than break even right break even I think it's around a 1.6 But then again, this is a plus 0.9 to 1.5. So in that sense We are very very comfortable scaling this these type of campaigns as well. Okay Let me see what I can see show you without actually showing you on the left-hand side, right?  So you can see like per day spending around 500 300 Campaigns per day, but then there is also different strategies such as a mental bit So you can see this one, right? This is a mental bit campaign right here and it's spent like a thousand dollars per day That kind of thing, right? So you definitely need to test things up and then when you go to the higher levels and stuff Then you can try try multiple different things. Okay, well, that's it This is all ads this all ads you must really really hone in on your product page your copywriting Understanding who your customers as well that is as equally as important I would say even more important than the actual technical side of me to buying but yep That's a story for another day. Okay Well, I'd say it's ready like deep down inside only you really know how well your business is doing, right?  I will have done my job. Okay, so if you spend time watching this video Me right, I'm not gonna waste it I'm gonna make sure you take away some advice that you can take and implement right away Okay, so let me just go right into my PowerPoint right here. It's not gonna be boring Okay, so as I said before who is this for right? Who's this video for? It's like anybody who's running e-commerce info product high-ticket service-based business So high-ticket agency style of business, right? Be even if you're in finance, you need you need clients right consultants Design agencies any kind of consulting would do as long as you can charge them high ticket, right? It'll be fine. Okay, and how I'm gonna structure this video is I'm first gonna break down the exact funnel That's being used on this e-commerce store, right? And I'm gonna show you that strategy structuring your campaigns and then afterwards the last of all the expensive lessons that you should definitely avoid Okay, so let me just go into final analytics right here and show you The final breakdown. Okay, so it's actually really very very very simple very very simple And the more simple it is the better because you're trying to reduce the friction To the purchase as much as possible So you can see here, right? It's really literally one traffic source doing this one traffic source, right? On Instagram people run the entire businesses on one one traffic source Okay, so there's Instagram Facebook coming in running through the product page And then it goes to the card page and it goes to the checkout on the checkout We normally do four to six email sequence abandoned card, right? And then it comes back to the checkout and then it goes to the thank you page and then it upsells them Similar product. Okay, so that's how you increase your average order value, right? So if you're actually profitable on the front end, this is what you can see, right? But if you edit email marketing as well, you definitely will like really go on steroids. Okay So I would really suggest you if your business not doing well or like if you're struggling at this point in time, right? Go find that one traffic source first. Okay, you try and scale on cold traffic Then you diversify because what people are trying to do is that hey, okay I'm getting really good row as on why my warm traffic, but anybody can do that, right? Really anybody can do that. I can watch a youtube video and I can do it as well, right? But what you is very very challenging is actually being able to be profitable on cold traffic And people don't understand that right to be able to Grow your business. You need a consistent predictable way to convince people who do not know you to buy a product, right? That's that's how you scale the business, right? So if you're able to scale column profitable, right? Your advertising will be 100% always positive ROI all the time, right? So always keep in mind, right? This is not a traffic problem There's so much traffic in the world like Google and Facebook own basically everything, right? It's a conversion. It's a conversion problem But once you solve this conversion problem, you are basically you're set. You're set for life already You have market resonance in no time and especially when you use my techniques to scale Then you achieve that very very fast, okay? For mature companies or like if you have already solved this, right? You already solved the main conversion funnel where your customers are Then you can you can continuously improve your average order value and get to the high Seven figure mark through this, okay? So that one will probably get you around the two to four million no problem And then this will for mature companies trying to scale up even more You definitely need to plug holes in the leaky funnel, okay? So especially if you're like transitioning to a private equity buyout Or you want to build you need to build assets, right? If you want to transition to an exit in the future, right? So you need to think about how do we build up our email list? How do we maintain that lifetime value and have retention of a customer, right? Having a person continuously purchase from you So that you don't have to continuously go out to call traffic all the time, right? Then then you are extremely extremely profitable at the same time, okay? So I'm just gonna say right email is going to be the most profitable channel in the future when you are a mature company, right? But conversion is the problem that everybody cannot solve in the first place So think of it, I always see the analogy where paid traffic, right? These are ads paid traffic, right? It's the trade, yeah, email is the rails, right? The thing is that it's the backbone, right? But you still need the trade and the trade will get you there first, you know? So that's kind of how I see it and as you can see, right? There's a lot a lot of tools, messenger affiliate programs, search, SEO, right? Banner, AdWords, full-fledged email marketing sequences, campaigns and stuff, right? So these all are all literally very, very complicated in itself But I'm not going to touch it I'm just going to say if you want to get to a very, very efficient and profitable state Then you definitely need to get to these things, okay? Definitely need powerpoint, okay? So that is the final breakdown Okay, next one would be ad strategy as well as structuring your campaigns, okay?  So you don't have to worry about it So once you come into this Facebook group here, right? You can just search called growth secrets I just want to put it actually media on Facebook, right? And then you come in on the left-hand side on the units section And then in unit one, I've put in all of the links for everything that you need to know So Facebook ad strategy, I put it here And then your ROAS calculator, I put it here So let me just show you what we create or what we use internally at our agency, right? So you can see this is our strategy Let me just go through the slides, okay? So very, very simple Facebook ad strategy, this will change the time, right? As we continuously try to improve our processes and systems as well Then we want to improve our ad strategies as well, okay? So this is the contents of the page, okay? These are like tenants to stick to What this really means is that, like as media buying, right? It's a creative as well as science So science is art plus art, right? And these are the type of mentality that you need to be in Especially when you're testing things in the marketplace, right? You need to let the data decide, okay? So we always say that you're never better than the market So let always let the market let the data decide, okay? So preventing ad fatigue, right? If you want to test creative and copy at the same time And you need to mix and match So for example, I have four videos right here For example, if I produce four videos And I have four pieces of copy, right? So I have how many permutations and computations right here And so on and so forth And you can mix and match And you basically unlimited variations, right? What your competitors are doing is that They have one creative one video And that's all they have, right? You're going to have this And you're going to be producing content on the regular So you are never going to be in the ad fatigue stage And you're always going to be a competitor no matter what, okay? Okay, so if this is like general rules that we use But if the CPMs are getting too high Because Facebook advertising is getting really expensive And competitive at the same time It's not that it's impossible It's just really expensive, right? Right, if it's $30 or then Or conversion ranking is like below average or worse, right? Generally, then you want to set up a new creative, right? That's the indication to you That Facebook telling you that the marketplace Is not liking your creative and not liking your product Okay, so you definitely need to do something about that Okay, yeah, okay So note, so these are like general rules That we always put in place such as For cold traffic, never use photo ads That is our thing, right? I personally think we are really good at Highly converting video ads That's why we are successful, right? And so we never use photo ads And those don't get results straight up, okay? Do not mix audiences, right? These are technical things You can just read when you come into this document Must turn on automated rules So I will talk about risk management later as well Okay, and then what we always do is Like our audience size is always more than one million as well Okay, so what we do is structure it What we call it in my agency is like three levels So we do level one, two and three Level one is just testing So in the same phase, right? You don't know what is happening You really don't Even I don't know what's happening, right? We always let the data decide And so when you put out your creatives, right? You can follow this This is a blueprint I'm just going to give it to you, seriously, right? Because execution is everything at the end of the day, right? So you can see here We test around like more than seven ads at one time Multiple creatives all the time And we're consistently rotating these creatives, right? So this is a rolling campaign What this means is that this campaign is never off We are never turning this off Because this is the experiment factor This is how we, I guess Everyone in the marketplace Because we test more We just test more We experiment with more So we know what works and what doesn't work Okay, so these are like several automated rules That I mean, definitely you can use this You can just replicate what I have But you also can use it and just adapt it to your business And then you can achieve similar results Okay, so all about risk management, right? Generally, if you want to break even rows For example, like within 1.2 to 1.8 And how I see it is like As soon as I'm hitting two times on cold, right? The retargeting warm bucket funnel Sorry, warm bucket traffic Warm traffic bucket, right? You're set to scale, right? That's generally the KPIs that we are using Okay, on the level 2, you can see You want to ride the wave Got to ride the wave Because level 1, you've done the hard work That is literally the hardest part And if you're able to scale profitably on level 1 Level 2 is quite easy Okay, so level 2 What you want to do is Take all of the winning assets Winning assets, winning creatives Bring into a CBO campaign Right, CBO campaign is campaign budget optimization And then in this CBO campaign Then you can just scale anywhere from $300 per day Per campaign to $3,000 per day If the row has holes, then you continue Okay, only if the row has holes Then that is one thing you definitely need to look out for Because if they don't hold right It just means that on high budgets Your creatives is not going to work Okay, so that's another thing That you definitely have to look into as well Okay, so level 2 here Similarly, these are similar rules So you can go check it out Okay, and level 3 is basically going on steroids So you have really validated the creative Validated the ad copy and stuff And so what level 3 is really doing Is just trying to scale to the moon It's just trying to kill your competitors So right here Okay, it's all put in here But basically what you do is take one at interest And then you basically duplicate the same ad set And then you duplicate that like 5 to 11 times Okay, I put 7 here Because we are... I would say we are insane We are like really aggressive But let's just put like 5 to 11 times You just duplicate the same ad set And then you just put that on a 5 times CPA So the campaign budget would be... I'll put it here Campaign budget would be like 5 times the CPA Right, and then afterwards you can just monitor from there Okay, so automated rules This is just generally what we do You can definitely just see it and check it out And then you obviously adapt it to your business as well Right, custom audience and library and segmentation Okay, so you can see here How we do it is like This is really dark thing, right So we definitely need to know what is happening And what are we actually targeting So when you're re-targeting You definitely need to change copy That's one thing that you need to watch out for Okay, so there's top of funnel, middle funnel and bottom of funnel And this is your LTV retention Okay, audience Right, so as you can see here there's cold traffic And then these are the types of things And then the types of creatives that we use as well That I think you can just share as copy as right There's warm traffic, middle of funnel So there are several custom audiences And I think Facebook is developing on More custom audiences on the warm traffic side as well So I think you can be really excited to add more here As well in the future Okay, and then this one Second last slide is the warm traffic So bottom of funnel So these are people who are definitely going to buy Right, and I think the last one, yes Okay, so this is a lifetime value maximization So people who have purchased before Very, very different But a different type of copy as well Okay, so that's a value for the ad strategy wise Okay, let me go back Just give me one second Sorry, sorry, sorry Yeah, so when I talk about this right And like ad strategies in general Like it's very technical But it's also keep in mind Your creative is very, very important Right, your creative is ready to make a break It doesn't matter how good the media buying is If both of those two things don't work out together You're not going to be successful That is a given, okay So once, however, right However, if you are actually successful In your cold traffic scaling You are set You are really going to dominate and just up it And kill everybody Right, so what's going to happen is that You are slowly Like you know when I said Your businesses, your business ages Like fine wine Right, you will generally go to a certain point Right, where you are thinking Oh no, the road is not too good to a certain point And then afterwards You will hit market resonance So market resonance is the point Where you will outbid all your competitors They have no right at all to be in the space at all Your customers won't even see Your competitors ads anymore And that is the point When the value of the brand will increase exponentially You will see sales just flood in Okay, like even for this case study We have not even gotten to market resonance at that point Because if you're spending like 2K a day That's not even market resonance If you're spending like 5 to 10K per day Then you know You really know You can just dominate that market inside out Okay, so yeah This is really what you will definitely see As well as the conversion value go like tremendously up Okay, so that is it For ad strategy Just remember just to see the Facebook group And it's in the units section Okay, the last part of my presentation Is about the expensive lessons I think everyone People always talk about success But I think it's all about failure as well Right, and if you learn from your failures Then it's even more valuable than anything Right, okay So these expensive lessons I would say like seriously We didn't even get to scale on Black Friday They didn't even get to scale on During the Christmas period Right, so I'm pretty sure We missed out on perhaps like 400K In sales right now And then I mean It's really set up But I mean these are mistakes that we should learn Right, so number one Number one is definitely get your inventory And fulfillment sorted So this is only applicable If you're running physical product e-commerce Right, so if you're actually going to Q4 Then please expect to order The quantity of product right Times 3 times 4 for Q4 Right, last time I kind of like Hey, we're going to scale He didn't really fathom The possibility of scaling Of already going into like 100K a month That kind of thing That kind of scale So because like if you're consistently Just doing 2, 3K a month You won't expect that type of numbers to come in And you won't be prepared Right, so if you're actually working with you Right, then we actually want to scale We actually want to get you like Minimum just 300-400K a month Like minimum right So when you're getting ready to scale Then you definitely need your fulfillment Being solid As well as your foundations Right, if you scale And you cannot fulfill this fulfillment right It affects your Facebook page score And the page score actually affects Your entire ad performance Right, so everything is correlated That you need to be providing The best customer experience To your customer as possible Okay, like you must really really like Yeah, yeah, okay I think that's yeah Okay, so no such thing as decreasing ad spend Okay, so once you're there Right, once you're ready Code traffic right And if you cannot do fulfillment Like try to get that Try to get fulfillment sorted ASAP Because once you're trying to decrease ad spend You're going to see everything cut as well Okay, this exponential Return thing is only doing When you're like increasing ad spend But if you're decreasing ad spend right The performance won't be same As your past campaign I don't know why But Facebook just works like this Okay, okay Then as I said before Facebook is very fragile So if you're spending upwards of like 2K a day on traffic right Facebook is like glass Yeah, this is unlike Google I'm not sure why But Facebook is fragile And you cannot just touch it Like you cannot just optimize Or change things immediately Right, so if the ads can't change If the marketing and advertising can't change Then you definitely need to back up On the fulfillment side Okay, but if you're running Info product or software assess Right, then this is not a problem But if you're running a high ticket service Then your sales reps You definitely need a higher More sales reps or something To close your potential leads That are coming in to book Into your calendar Okay, second one would be possible channel Okay, so in the month of November Right, my client told me like Because we're doing like two channels Right, Shopify and Amazon Right, so there's like 310K In November over two point of sale channels Right, so you must really keep Mind if you want to do this Right, it is possible There'll be an insane amount Of organic and referral traffic Coming from Facebook Because your entire brand will lift up People will see your brand on Facebook And search it on Google And perhaps they'll buy on Amazon Because Amazon Prime Is really very powerful Right, that's sort of a One-day shipping sort of thing Right, however In the long run Right, I would really suggest you If you want to go the Amazon route That when your brand matures Then you want to steer clear for Amazon Because they have tighter profit margins And you're not building an asset Right, Amazon has a history of canonizing Other people's brands and products If they are selling well on the platform Because they control the data So you definitely want to control Your point of sale And control the channel as well Okay, the third thing This is really the biggest factor That we have has affected everything Okay, I'll say it's really annoying But I mean this These things can be avoided Okay, so when you're skilling the ad spend It stopped entirely And it absolutely just destroyed the ad performance All of the amount of work that we did To scale the campaigns from the get go Okay, so the solution to this Is that you would please Just get a backup credit card or something That will definitely stop That will prevent the stopping of the ads And then we also realized that Like we're using Amex Right, Amex has a consistent problem Of not allowing to charge the card Which is like dangerous Right, I mean it's your business So like, I'm not sure why It's our experience with Amex Okay, so IP lawyer So during this time it's very interesting as well So another issue that we ran into Was that once we were scaling And about to reach market resonance Then other people were trying to sell our product as well And it was very funny Because they were trying to buy our ad space But obviously they're not going to win I mean we are spending a ton We're just outbidding everybody And so like in the process as well We have to like send a cease and a cease letter So I mean I didn't even know this was a thing But yeah apparently people copy If you want to just prepare this just in case There are a lot of copycats in this space Okay, the last one would be Your funnel doesn't convert Or it's a leaky funnel So if you've been running tons of traffic through a funnel Or a product page just doesn't work right Just stop all the traffic immediately And redo the funnel Redo the product page Because how we see it is like If you're doing the same thing over and over again And you're expecting a different result This is insanity Right, so if the actual product itself Does not convert It's not the marketing Right, just change the value proposition Something, change the copyright thing The entire product page Change the funnel Right, you need to be changing something You can't be throwing money at the wall And expect things to be working fine So this is something that definitely you should look into If that is what you want Okay, so to efficiently scale Let me just reiterate Okay, so get your fulfillment And inventory sorted Number two, Boswell Channel is an Amazon Number three, be wary of credit card issues Number four, IP lawyer Number five, change your funnel if it doesn't convert Okay, I've come to the end of my presentation And I thank you for spending the time with me If you'd like to connect with me or work with me My site, my agency site is oxg-media.com And if you want to follow me on Instagram Yup, it's at J-O-N-P-M-P Yup, okay I hope you've enjoyed watching the video I hope it was informative Okay, so I guess the last The final note that I have for you is that Like this is all knowledge We have real money, real ad spend being put behind the results And like we experiment, experiment a lot of things Right, so please definitely use this knowledge If you need just rewind this video and stuff Right, and use this knowledge to actually implement your business some way Right, absorb the knowledge, implement it and execute In some way so you can incrementally increase your business in some sense Okay, yup Last of all, wishing you and your family Happy holiday, and yup See you soon


Hello. Thanks for showing up anyway. Apparently today is Swiss national day, which is very appropriate because my talk is very cheesy and it's full of holes. This is the short title. This is the full title. But it's not really about begging. It's about helping. Nobody on this planet, especially not in this room, believes that money is everything. Even if they say so, even if they think they believe it. So, to different degrees, we are all looking to help other people. And this is a stratagem that I realized recently. And it's also a way to reconcile. But first things first, this is a font conference. Let's do what we care about first. Color phone. This is a very interesting font. Do you see the red arrow? Are you sure? I don't want you to miss it. So, the font on top is a monster. It means pattern in Norwegian. It's also kind of monstrous. And it's by the monochrome foundry, one of my favorite little font foundries in Norway. Designed by Sindra Bremnes. And this font is Trilby by David Jonathan Ross. It's kind of a... You'll probably notice by now that these are reverse contrast fonts. And I use them for this talk because it's my only hope of being trendy. No, actually I use them because they kind of allude to non-Latin scripts. And after I made this slide, I realized, you know, maybe this is better. So, this is my best attempt at humor. The rest of the talk is very serious. So, intellectual property divides people. Especially the last, I don't know, 20 years. There are many people who think that it shouldn't be a property that you can own. Those are obviously the ones on the left. And then there are people who create something and they treat it almost too preciously. And the problem isn't that these opinions exist. The problem is that there's a reverse bell curve. I told you it's going to be cheesy. There's a reverse bell curve and it doesn't work. You can see it's cracked. The reverse bell curve doesn't work because there's no dialogue. It's just people at each end throwing things at each other. And I realized recently, like I said, that there is a sort of a fruit from middle ground. And I don't know how I got myself in this position. Mostly I just want people to get along. Or it could be that I just want to have as many people to disagree with as possible. But my purpose is to show that there is a fruit from middle ground. And if you notice, those are all exotic fruits. They're non-Latin fruits. And that's because honestly I'm not sure how Libre is useful culturally to Latin. But there is some secret there that makes it very useful to non-Latins. And a little bit about my culture first. This is our official fruit, pomegranate. Armenian. And it's not just Armenians that this is relevant to. I think most cultures share things that are not part of Latin culture. I'll detail that later. But this is a typical Armenian fruit. This used to be called aerial Armenian. And the reason it was called aerial Armenian is because the person took aerial and took the outlines, copy-pasted, which is the usual modest upper-end. And he made Armenian font and he distributed it. This is before Armenia became on the radar of copyright people. But this person, Ruben Tarumyan, is actually one of the heroes of Armenian font intellectual property because he successfully suits somebody in Armenia because he was using the fonts. I think he was reselling them. I'm not even sure. But he remains very proud that he won a loss within Armenia for font protection for the total amount of $1,000, which is nothing compared to how much work he had done on it. But my point is that the reason this happened is because many cultures, even more than here, don't value fonts as something you have to buy. They don't value them as intellectual property. Here's something from last year in the private school in Hollywood. They used four fonts. And this is the Armenian version. There's one font. That's not because they didn't want to. They did. Look, there's four fonts on the English one. And this is a font that's one of the years truly made this in 1998 and it's still being used. And I'm not advocating this. This is an actual, I didn't make this up. This is a restaurant in Glendale. And I'm not advocating this. But there is a desire in this case and in many cases to use more fonts and they're just not there. And the reason they're not there is partly because Armenians don't like to pay for fonts. And that's true of most cultures. But it's also because there aren't any out there. And it's not just the fonts that are on your system. The font in this case is not on the system. You have to download it. It's the fact that there just aren't enough. And many of the ones that are out there don't look right. They were made as a necessity and some of the letters are wrong. And they're legible. But an Armenian looking at them will realize, oh, this was an old Armenian who made this. Now, one of the reasons Armenian fonts don't exist in enough numbers, even though we have a great respect for our alphabet, we really venerate it, is that it's expected to have an English companion, a Latin companion. And it's not easy to make a Latin font. It's easy to, my favorite expression is it's never been easier to start a typeface and it's never been more difficult to finish a typeface. There are so many things that have to be added in there, especially character sets. And every year Unicode adds new things. And it's really gotten out of hand. So this is a proposed character. Here's another one. And here's another one. Alternate University. And if this goes on, we're going to end up with, you know, Smiley's even in Unicode, right? And there, there. Look at that Unicode number on the right side. And I'm not making this up. So it's a lot. And it takes time, if you want to do a good job, it takes a long time. And yeah, it's a labor of love, but you're not going to, you know, we don't want Romeo and Juliet, the tragic death here, you know. Love, love, it's not that love has its limits, it's that love has a place in life. And there are other things to worry about too. This is from yesterday. Dave Crossland started asking a, not a, I wouldn't call this a rhetorical question. This is more of a question that's fishing for answers, which is my favorite kind. And Bruno Mag, who's the principal of Dalton Mag Foundry, which is probably the biggest non-Latin found house out there, said they are not unless they start paying for it. Now, who is they the second day? Who is they? Who's going to pay for this? Is it Armenians who, individual Armenians? For example, in the case of Armenian, I'm just using that as an example. That's not going to happen. There is a way that pays for these things. And my clients are all they. They are companies. They're not owned by Armenians. There's no Armenians working there. They want to do business in Armenia. So they pay somebody to either fix the Armenian they put together or to make one from scratch. So what's interesting is that the people benefiting culturally are not the ones paying for it. And that's okay by me. That's a very elegant solution. So the, the they is not one thing. So there are people benefiting, but they don't have to pay for it. They're benefiting. And the right people are paying for it. And, but the problem is still there because of, it's a really, it's a very big task to design Armenian, the design a Latin font. Now, why don't, why don't we let non-Armenians design Armenian fonts? For example, why don't we let, it's not that we don't let, but what's the problem if a non-Latin font is designed by somebody who's not what I call a native? That's not a pejorative term. Native is somebody who has early exposure. And I get a lot of flak for this, but I believe in, I believe in puberty. I believe that puberty is very big deal. And whatever you're exposed to before that is when, is when you're learning. After that there's a transition. And after that you move to doing. And you do things based on what you learned. If you don't have exposure to something before a certain age, that's pretty early, you will, you're very unlikely to have nativity in it. Not a Christian thing. Nativity means a native ability. For example, if you grow up in Lebanon, you will have nativity in Arabic and Latin. If you're an Armenian who grows up in Lebanon, you will have nativity in three scripts. Later on, even if you're not a type designer, if somebody shows you a font in Arabic or Latin or Armenian, and it gives you the wrong feeling, you will know. You will not maybe be able to put your finger on what's wrong with it. But you will be able to tell the person this isn't right. And this is a feeling that the person asking you who doesn't have nativity will not feel. Because it's not in there. It's in the conscious layer and it's not native. It's learned. A lot of very capable, very dedicated type designers have made very poor non-Latin fonts for this reason. And these days it's better. People have the humility to ask for help. They even pay money to get proper consulting on something they might not agree with this view of nativity, but they do realize that they just can't do it by themselves. So it's nice when a non-Latin font is designed by a native. Ethnic ethics is not like Disney Channel. On the Disney Channel, people make a mistake and then they apologize and they do the right thing and everything is fine. That's not how, unfortunately, that's not how most of the world works in terms of intellectual property and fonts in particular. So it's sad to say that it's almost a matter of principle not to pay for a font in many cultures. And again, the saving grace is that they don't have to pay to benefit companies who are hoping to make money off of them can pay. And they will benefit culturally because they will have better typography in a small way. This is also our small world that we have to make better. There is a difference between western and non-western respect of intellectual property. Here's the cruncher. A lot of people who make non-Latin fonts do it because it's like I said, labor of love. They love their culture. It's not just that they like to make shapes. They want shapes to be useful. And my brother and I made Armenian fonts on the Commodore 64 in 1983. It was simply because it wasn't available. And we wanted to express our culture on this thing, on this device. And that can migrate into making high quality fonts for other Armenians or other people to use. The problem is, if the strain becomes too much, if you're dedicating hours of the day and your wife is looking at you and she's saying, why are you doing that? And if she asks you how many copies of this have you sold? And you say, well, I might sell one this year. That's not going to fly.  You can't be altruistic. You can't say, oh, people should be so dedicated that they do it for free all of the time. Some people will. That's great. But our reality isn't like that. So they can give up. So they can realize, OK, this isn't going to work.  And they'll just stop. And then years later, at a family dinner, an in-law will say, hey, Hago, didn't you use to make fonts for an army?  And that's where it'll end. So a day job, which is what most people have, obstructs the design of a very large Latin companion. So this is kind of the key moment here that I realized that Libre fonts offer a choice, but this is the problem. The problem is the OFL license, which has very good intentions, does not click with the reality in non-Latin type design. Most people don't know this. I'll explain it quickly. The OFL license allows you, Libre fonts allow you to redistribute, modify, redistribute. They don't allow you to make money off of it. And that sounds very nice. But it's the kind of thing I like hearing. But because it ties your hands in that way, the only way is if you do it unethically, I don't want to encourage that, you have to give it away because it was free to begin with. And that's a deal breaker, that's the problem. That ends up harming these cultures that you're supposedly worried about social justice, but in the end it won't happen. The Apache license, not my favorite name for it, but the Apache license is more inclusive. It sounds like it doesn't care, but maybe that's what it was at first. But to me, the Apache license cares about human nature enough that it allows people, if they want, to make money off of it. Apache still allows designers to give it away. And if there is a free version of what you're trying to sell, people can go get it. It's not like it's difficult to find information on the web and anywhere else these days. So it's not some evil thing to take an Apache font and try to make money by selling a derivative. For example, you take a Latin font that has 3,000 characters because somebody was paid that is day job to do that. And release it as a Libre font and under the Apache license, you can add an Armenian to it, sell it, maybe a client can commission it, or you can sell it. And the beneficiaries will be end users. And you do this because you can't do it for free. So you cannot force people to make, to give away their expertise because you think they should. Some will, and that's great. Other people, it just won't fit in their lifestyle. And I think this is the majority of non-Latin, non-Western type designers who are not living here in the West. But you can leave the door open. And one nice thing is Adobe Source now has an Apache version, which was very encouraging to see. And we're in this together. Let's help each other contribute to type in as many ways as we can. Thank you very much. I'll take your questions and ridicule during the coffee break. Thank you.


Hi there. Welcome to our online self-access materials on problem solution essays. Let me ask you a question first. What is the similarity between a problem solution essay and a foreign against essay? I'm going to think about it. We'll come back to the question later. Okay, in this unit we look at different parts of the problem solution essay. The causes of the problem, the effects or impacts of the problem, and possible solutions to the problem. We have example essays on different problem solution topics to guide you through the process and examples of how to write effective introductions and conclusions. Okay, so what's the answer to the question I asked earlier? What's the similarity between a problem solution essay and a foreign against essay? Well, you could say that they are both types of argumentative essay. In a problem solution essay, you need to convince the reader that your solutions are the most logical. Okay, we also have extra materials to help you better understand this topic. You can find them in the further learning materials section. And if you're still unsure about anything in this unit, you can always ask the staff in the independent learning center of your university. We hope you found this information useful. Good luck in your studies!


What's going on, everyone? Sam here with late in sports cards. We've been 22, Panini Immaculate, football hobby, six box, full case break, number 26, pick your team style, read off a list of our names on our teams. Addison W. Chiefs, Alex B. Jets, Anthony G. Dolphins, Blake S. Vikings, Boy J. Colts, Chiharu N. With the Rams, David F. Seahawks, Evan Z. Packers, Hunter B. Titans, Jason R. Patriots, Joel M. Eagles, Joey A. Cowboys, Jonathan B. Buccaneers-Bears, Jordan B. With the Raiders, Keith B. Commanders-Jags, Kevin F. With the Texans, Kyle M. Falcon, Steelers-Niners, Mark R. Lyons, Matthew S. Broncos, Nicholas S. With the Giants, Nicholas O. With the Chargers, we got Russell B. Cardinals, Scott H. Bills, Sharif T. Bangles, Stephen P. Saints, Ty F. With the Browns, and William D. With the Ravens. Let's go, guys. Here we go, Imac, full case, beautiful yellow box. Jeez, that's wild, actually. Two Nebulas stuck together. We had that happen last year in Contenders. Contenders basketball, I remember I was hop-loading for Brad, and they were stuck together in one pack, Cade Cunningham, printing plate auto, and Scotty Barnes, Crackdice, in the same pack, dude. Crackdice auto, in the same pack. Who do I save for the Bears? Let me check Johnny for ya, really quickly. That's a good start. Let's see, Bears, Bears, Bears. That is Jonathan P. Oh, I meant Jonathan B. With the Bucks, Jonathan P. With the Bears. Sorry, Johnny, my bad. My bad, my bad, my bad. Come on. Rashad Penny, 225 for the Seahawks. 39, 49, that is Kyle Pitts in CPAP. Player one for Patterson, going to the Falcons, on the dual. Yeah, my bad, Johnny, you've got it. You've got the Bears. That is Trellance, 18 of 49 for the Niners. That's one here, 25 of 49, dual. DeMarcus Ware and Micah Parsons. Hey, here you go, Ty. That is, that's disgusting. 86 of 99, two-color RPA, David Bell. Going to the Browns on the true RPA, congrats, Ty.  That's torture enough. This is disgusting, 18 of 25, RPA, Kenny Pickett. Let's go Steelers, congrats Pittsburgh. Kyle M, congrats Kyle, nice one there. Cause I need all the help I can get. There you go, KP, very nice. We'll get that right into a mag for you there. Ty, four Julios, like 20 minutes behind. That's a sweet loss to the Impeccable. I appreciate that, Sam. Yeah, I know, you're always in breaks, Sam. Always in chat and stuff, I appreciate that. Let's go Sam. Sam's the man. It's that same first name, Mojo, dude. Nah, I've probably just hurt me a little bit. Thanks. You dialed in. There's Coral Patterson, 62 of 99. I agree with that, Ty. That has to be the worst phrase in English language. Let's go Steelers. Oh, I heard that. God. Carson Strong, RPA, that is gonna be 92 of 99. Nice one there for the Eagles, two-color Patch Auto. That's one of the true. Nice one here for the Vikings. Triple, that is 29 of 49. We've got Fran Tarkinson, Dante Colpepper, Kirk Cousins. Player one. I guess I was about to say it. This is sick. Three of five for the Dolphins. Jalen Waddle on the laundry tag. King Kratts on that one there. That one there, Dolphins. That's pretty brutal too, Remarse. I'm gonna be honest with you. You have the rally possum. Oh, God. Here we go again on your link to our mixer, 18 to go. 14 of 25, that's gonna be Derek Carr. Jumbo, two-color Patch Auto. I think you got an extra auto in this one. I think, maybe not. There you go, Raiders. Come back to this next one too, Sean. We've got Dool RPA, 58 of 99. 58 of 99, Bailey Zappy. Go one of the Patriots. Could recap it as Zappy. Really? Damn. Usually they do, I feel like, too, you know? I believe you, I'm surprised too. This is going, that was a good box. That was an uncharacteristically good box of iMac. Not saying that iMac's bad or anything, but usually it's not that loaded. With two RPAs, a laundry tag, and a jumbo Patch Auto of like a pretty decent quarterback. Yeah, iMac's good, man. iMac's good, very good. iMac football is fun. Ryan Tannehill, two 99. First take, going to the Falcons. Andre Ryzen, 16 of 49. Player one on that. Bad moon, Ryzen. Oh yeah, that's like, that's his, it's so sick in his, on his iMac, or his impeccable autos. That has bad moon on it, so cool. 44, 49, that is dual of Joe Montana and Steve Young. He could bank that. Player one on that. He's the one who made that. 31 of 99, RPA, that is EZE, Eric has Ukanma. There he goes, dolphins. Another RPA, that's a good case of iMac, dude. We got 29 of 49, Malik Willis. Congrats on that one. Three colored RPA on the iBlack. That's sick, dude. And then Wondale Robinson, another RPA, 13 of 17, three back-to-back-to-back RPAs. That's kind of wild. Congrats on that, Giants. Very nice, wow, dude. Again, Titans, last team taken in this one, not the last team taken. That's pretty cool. We got a one-on-one Steve Young auto at his induction party. That's sweet, Ty.  Mac Jones to 99. That's a killer reflection. His own guy kind of got in the way. Yeah, that was perfect. That is 36 of 49, Michael Thomas, Slintman. Going to the Saints. What a shot. Awesome. Got a Marshall Falk, nice one there. 46 of 49 for the Rams, player one. Is that Kachuk with that goal? Dude, what a pick-up that was for the Panthers. My God, seven of 10. We've got Ladanian Tomlinson. Seven of 10, nice one there on the patch for the Chargers. LT. LT is right. Another dual-case spot came in. Thank you, Kohei. Kohei. Down to three to go on that now. 20 of 75, Archie Manning. Three-color patch auto for the Saints. 20 of 75. And another RPA. That is going to be 10 of 99. Matt Corral, four-colored RPA. A little bit of white in the left corner there for the Panthers. Congrats, Panthers. Nice one there. Got an 18 to go on that mixer, everybody. Four Bowman Jumbos and a full case of Sterling. Pretty fantastic mixer, if you ask me. Empty, empty. A case, dude. AJ Turrell to 99 for the Falcons. Cool one here for the Steelers. Antoine Randall L, 13 of 49. He signed with the Commanders and this was trash. Was he? Yeah. The classic Commander is bad for you in signing. Really? That is gonna be a clearly immaculate Chris Olave to 99. Back to back for the Saints. This time it'll be a, oh my God. Trayquan Smith, 24 of 25. Dude, this box was a personal. Cleat Impressions Auto, Trayquan Smith. How about 48 of 49? Kenny Pickett, eye black RPA. It's a 49, dude. Good Lord. Two Kenny Pickets in this case now. And look what's right behind it. True RPA, 99. Sam Howell for the Commanders. What a box, man. Lot of spots coming in for that dual caser number two. Ramar's took a spot and Randy took a spot. That's gonna be down to one left in that double case break from earlier today. Thank you guys. One to go. That is one spot away from both of our dual casers. Random hit style being sold out, everybody. Thanks again. Jonathan D, picking up a spot. That is gonna be three mixer spots from Jonathan D. Jonathan, you are the man. Let's go, we're down to 15, everybody. 15 to go. Wow, wow, wow, wow, wow. 15 to go. Thank you, thank you, thank you. That was an instant, this is a crazy, we gotta count up the RPAs that were in this case. That's crazy, dude. We're gonna have more than six, which your average is six per case, generally. Sometimes seven or eight, but this is gonna probably be in the double digits would be my guess.  Marquis Frown to 25 for the Cardinals color match red. 18 to 49, Shad Pennington, nice one there for the Jets. Jets legend. Dolphins legend. Go Dolphins. Got 10 of 10. Davis Mills, Brandon Cooks. There he is. He brought the Dolphins to play off that one here. After their one and 15 season, basically. Okay. Man, how quickly you are to forget. Hall of Fame is gonna be Harry Carson, 38 to 49. Nice one there for the Giants. We've got four of 49, oh my God. John Mechie, Rookie Otto for the Texans. John Mechie on the shadow box. Dude, this team, this is a domination of this case by this one team. How about dual RPA 299, George Pickens? Go into the Steelers, two pickets and a George Pickens auto. Unbelievable, dude. Jonathan, we're sold out on that double caser. We're sold out on that double caser, John. Let's go. Good Lord, man. Let's go. Craziness, thank you guys. All right, this was a unheralded case of iMac. All right, we've got Davis Mills, Brandon Cooks, Chad Pennington, that's Chris O'Lave, Antoine Randall L, Adanian Tomlinson, Marshall Falk, Michael Thomas, Joe Montana-Steve Young, Andre Ryzen, triple for the Vikings. DeMarcus Ware, Micah Parsons, Trey Lance, Cordell Patterson, Kyle Pitts. We're gonna count our RPAs in this one, guys. It's gonna be John Mechie Otto, Harry Carson Otto, Trey Kwan Smith, Matt Corral, RPA 1, Archie Manning, Wandael Robinson, RPA 2, Malik Willis, RPA 3, Derek Kazumkanma, RPA 4. Derek Carr, Bailey Zappi, RPA 5, you can mag this one. Carson Strong, RPA 6, David Bell, RPA 7. That's not even into mags yet. RPA 8 is gonna be George Pickens to 99. RPA 9, going to the commander, Sam Howell. RPA 10, going to the Steelers, Kenny Pickett. That's gonna be a Jalen Waddle 3-5 laundry tag. And RPA 11, Kenny Pickett. Look at this. I'll just lamb all out for you guys. Lift the camera up for a second. That is all of your RPAs. All 11 in one case of iMac. Incredible, incredible. That is gonna do it for the break, guys. Thanks again for the fill. Up next, we've got that Quinn Tuple case.


Students at Lowell Elementary spent their gym class today climbing mountains in France with virtual reality. If you never went mountain climbing, I would do virtual reality because it's not real, but it feels like it's real and it's amazing. Students around the Brainerd School District have been traveling the world this year using this new technology thanks to the Brainerd Public Schools Foundation and a smart rural grant through CTC. Jessica Gengel had asked all of our staff last year if we had a big dream. And my big dream was that I wanted to be able to bring all of 6,500 of our students anywhere in the world and experience anything. Obviously, we can't get 6,500 students on a plane and fly them to places. So I propose that we try virtual reality and we do this to virtual reality. The virtual reality goggles overlay a separate image from each eye that creates an immersive experience. The technology allows students to learn in a new way. Instead of just looking at something in a book, a picture, or even watching a video like we've always done in the past, we actually get to feel like we're there and experience in it. Besides being educational, the students enjoy getting out of the usual routine and experiencing something new. I loved it and it felt like I was actually mountain climbing. Virtual reality is a chance for us to take all of our students somewhere anywhere in the world and to see anything. And so using technology, it's pretty awesome. Thanks to virtual reality, students are able to travel the world and experience learning in a whole new way. Reporting from Brainerd with this week's Golden Apple, Rachel Johnson, Lakeland News.


I don't want to insert yourself in the clip just secretly insert myself into uh, I don't want to hear about where you're secretly Yeah, I don't know man. I was kind of looking forward to trying to pump it this week, but we're not doing that today making 40 It's gonna be pretty chill run.  So it kind of sucks cuz this is dark room fair week like I said this like Okay, it's not that What I like to do the most and wow at this point Hey, let's get some claps in the chat boys. Thank God. I didn't get all my buffs this week It was a sign I I didn't think This 4-4 cave I literally barely died I like no Irish boomy donated You know, it's funny I only died a trash in a Q40. I never died. I'm not sure I died on Kofi Dude the best death I've had in a Q40 so far whenever I had the thing pop up under me The tentacle come up under me. I got knocked Into Cthun and then I got knocked back the other way right into a lot That's one of the best deaths I've ever had ever it was so funny It kind of sucks cuz I wanted to push it this week Like I got the DFT last week and all that but you know, I haven't died to that since we started doing a Q And I died What You just decided to do it right there Just that one just stood out to me I didn't like it. I just kind of just showed up you need it like yeah, it usually just shows up, you know, yeah, it was hard I need to like put like all opinion on my eyes. I had a friend who's dad Took his little brother It worked it worked a dog cone Drunk buffs around drunk darkness very No, no, we almost literally got I didn't I didn't realize grad's bearded on Bonnie's All right, make sure we stay back. I know where you can get a 60 slot toaster if you'd like wait a 16 slot toaster Why would I use a 16 slot toaster? Why wouldn't you? Cuz why would I want to toast the whole loaf of bread at one time?  Oh, if Colilo wants to help then he can have it I'd rather have the chest to pee pee in this build that I'm doing like he was AFK for it If you won't pass it to him, that's fine. Yeah, of course dude like I appreciate it. Good guy, Naruki. homie move man Okay, I guess I'll drink it I wish they'd make seals in original hours of Shadowlands fun fantasy-based play style Yeah, exactly one. That's what the game was when wow came out We've talked to Kevin Jordan about this before like the original classes Wow a lot of the decisions in wow starting from the alpha starting with the alpha of wow a lot of the decisions that were made in wow We're based out of fantasy. We're based out of role play elements For example, Torren's didn't even have mounts. They said they were the role play was that they were too big Torns are too big for mounts. So instead of mounts what happened was they had a racial ability called like planes running or something That if they ran in one direction For like three seconds, which is the custom amount then they would pick up speed they would start running fast now That's like the war, right? That's not the role. That's a role, but here's the problem They realized sometimes role play and play ability It doesn't really go hand-in-hand like too much like slowly they started moving away from role play and more towards balance But here's the problem Role play is fun and balance is boring It's a cool idea, but it didn't work, right? Like if you're running around and then all of a sudden just like you boost it just ends up being annoying No, no, no, I want my auras to make an impact You know the nature of an aura isn't exciting has been hard to make yourself So I like my auras like I will swap auras in combat, but the aura is in retail. It's terrible Keep moving Jonga bar dude, we've gotten this like we got three or four of these already Mark of Cthulhu This replaces master dry ass People that don't get excited for tank gear where the kind of kids that got excited want to train one by Trains are cool. What do you mean like I still I still do need a key 20 for like the rep and stuff But I have like other stuff that I can do too.  That's how How to do some nasty things for them Yeah, so so as I was saying I want to like just secretly insert myself into Clinton woman's high school competition.  I don't know. I think it'd be hilarious 21. Okay. We'll never mind. That's never gonna happen. Wait Wait guards Why are you Wait loves to Spooge That's my nickname in high school. They don't call it booty babe or nothing true