The Russell Brunson Show - My Weird Method for Winning at Shorts, Reels, & TikTok
Episode Date: March 1, 2024We're on the edge of a new trend in shorts, reels and TikTok. Have you seen it? This isn't your traditional shorts script that it seems like everyone is using. This is something entirely new that's ta...king people from literally 'zero' to tens-of-thousands of followers in one to two weeks! Listen in as I describe where the strategy originated and how we're doubling down in order to take advantage of it as part of my brand new social strategy. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices
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Welcome to the Marketing Seekers podcast.
My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist.
You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels.
And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in.
During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels
and my other businesses from startup to nine figures and beyond.
Welcome to the show.
Hey, what's up? This is Russell. Welcome back to the Marketing Secrets Podcast.
Today, I'm in a new studio. We're filming this on video, on audio,
and we're gonna see how this one turns out.
I'm excited because over the last couple years
we've been doing a lot of podcasts, as you guys know,
our faithful podcast listeners, thank you.
But we haven't been promoting the podcast heavily.
It's just kind of whoever's listening is listening,
and so we had the idea,
what if we set up a little studio,
we record these things with some video,
that way we can use video clips
to push people from Instagram and Facebook and YouTube and all
the socials back to the podcast. And so now we're filming this in a couple different ways,
which is exciting. So hopefully this may be a failed experiment, may be amazing. You'll find
out soon if we keep on doing these. So I'm excited though. So today, what I want to talk
about today's episode, and hopefully it'll be interesting to you guys, is just kind of a shift that I'm seeing in social.
Maybe I'm the one creating the shift. I don't know. Maybe it's something different.
I just know that for a long time, especially Instagram, like I love Instagram, so it's probably the one I spend the most of my time on.
But usually when something happens in a platform, it bleeds across all the platforms, right?
Like when, you know, TikTok came out and started doing shorts and people were like, oh, this is the greatest thing.
And of course, Instagram copied it and YouTube copied it and everyone copied it.
So what works on one platform starts bleeding into other platforms as well, right?
And so short form over the last two years has been kind of the thing, right?
It's getting momentum.
And I think in our space, in our world, the first person who really blew it up was Alex Hermosi, right?
And it's funny because now everyone's like, oh, you're doing Hermosi style videos? I get probably 30 people
a day hitting up on Instagram like, hey, do you want us to do Hermosi style videos for you? I'm
like, you mean a video teaching a principle that's short form? Anyway, so good job, Alex.
You got the, they named the type of video after you, which is awesome. But it's interesting,
whenever that happens,
then everyone starts modeling, right?
It's always, in any kind of marketing,
it's always like you're looking for the pattern interrupt.
What's the pattern interrupt?
It's going to be different than what everybody else is doing.
And then you do that pattern interrupt.
It works really effectively.
Everyone sees you, they copy you,
and then that pattern interrupt becomes the pattern,
and then it stops working as well.
So I'm always looking at what's the next pattern interrupt?
What's the next thing that's really going to work?
And so I'm always watching.
And it's interesting, actually.
Man, it's been over a month, a month ago, a month and a half ago now,
I deleted all the socials off my phone, which I'd never done before.
But I was getting not canceled.
I was getting semi-canceled.
There was a lot of heat over a mistake that I made that came out that came out and I was just, I needed to get off it for my own wellbeing.
So I, I kind of deleted Instagram and Facebook, all this, all the socials off my phones. Um,
but I got a separate phone, a social phone. So social phone stays in my office. So I,
so I'm not on it all the time. Like I only see it when I need to. And it's, it's a separate thing
now. So social is not following me everywhere, which has been really, really nice. Um, but I, but I, I have a spot where I can go and I can
look at social and go through things. So, um, there was this one interesting, there's this kid,
he's probably a 12 year old kid or something like that. And he started a, he started a social
channel, uh, Instagram channel. And it was funny. He's like, uh, I'm going to do one drum beat for
every follower I get or something. And so the very first one's like him and his mom. And so he's like one drum beat, that's it. And then the next
day he had like five followers. He's like five drum beats, one, two, three, four, five. And
somewhere between like one and like 10 drum beats, it went viral. Something happened. Someone shared
it. And so the next day kids like, I had 10,000 followers. So he's like doing the drums like 10,000
times. Right. And then that video went viral. And so the next day it was hilarious. It was like 30 or 40,000 drum beats. And he's like,
you see him, he's like, Hey guys, um, I gotta do 30,000 drum beats today. You see the kid just like
wailing on these drums. And then, um, and the next day it was like 350,000. I think it's based
on how many followers on the channel. So the next year was like 350,000 followers. And you see the video of him. He's like, Hey, so I have 350,000 followers. Anyway.
And like within like seven to 10 videos, this kid went from being an unknown person to having
an Instagram following almost as big as me. And then after like 350,000, he's like, I have to
stop. I have to go to school. Like it was the funniest thing that he, he transformed the channel,
but I saw like how fast it grew, which was really fascinating.
And then I started looking.
I was like, that's an interesting series.
I wonder who else is doing a series like this.
One of my favorites, someone who I've been modeling and watching now for almost two years,
is Conor Price.
And Conor is a rapper in Vegas.
He's a rapper.
He's a child actor.
He's kind of this super talented kid, which is so annoying to have someone that talented.
No, just kidding.
He's awesome.
But he started doing these series.
And I watched him go from a relatively unknown rapper to becoming on all the top lists.
He's at all the big, I don't know, what's music?
Is it Emmys or Grammys?
Whatever it is.
He's at all the shows.
And I watched him just kind of blow up.
But it all started the way I found out about him.
My kids were like, Dad, have you seen the Spin the Globe guy? I'm like, what's the spin the globe kid. Uh, and so they
showed me, and so he started this series and the series was basically, you get a globe, you spin
the globe and he'd pick a spot and he's like Zimbabwe. And he's like, I'm going to go find
an up and coming rapper in Zimbabwe. So he goes to Zimbabwe, finds an up and coming rapper. Um,
from that, he, uh, from the, you know, finding the rapper, then he does this collab with him,
they write, he gives them a beat, they write a verse, he writes a verse, they put it together,
and boom, becomes a song, right, and so he's telling this story about this other rapper,
so what happens then, this person here in Zimbabwe, he blows up, because Conor's bringing
his people, everyone hears the vice versa, and then they see the story behind the song,
and then they all jump to Spotify to go, to go download it, right, or to go listen to it, and if you look at, like, what is the product that
rappers are selling, it's Spotify, right, it's a Spotify meet, that's their long-form content,
so they make their money, so he's building a short form to tell the story, then it pushes
into the long form, right, so he did the first spin of the globe, and it blew up, I think, like,
20 million views, and he's just like, okay, so he did a second one, picked somebody in another
country, another country, he did, like, I think, eight episodes in and he's just like okay so then a second one pick somebody in another country another country did like I think eight episodes in the series for like season
number one and he went from relatively unknown I think he said his goal was like to get two million
uh streams in a year or something like that maybe it was a million like he had some goal of that and
he ended up getting like 20 million streams in a month or something it was just crazy like how
this series blew him up by telling the story behind the music behind the the long form content which is what he was actually selling right and so i started
watching him and he did season number one and then he took that and like put it all together
and then launched the whole spotify playlist which is like here's the first five episodes of
spin the globe they came back later here's spin the globe season two and they do next thing and
like i watched how my kids got into it i got into it everyone's getting into it i'm like
the series like sucks you in, right?
And then I saw another one that was interesting
was a guy who was like,
I'm gonna ice bath every single day for the next 365 days.
And which is a horrible challenge to do,
but that's the challenge he picked, right?
So you see him like in the first ice bath
and the next ice bath and he's in there like every day.
And then he did a little run for the series
where he's like, I'm gonna add a minute
for every hundred subscribers I get or something. And so he had a couple of videos where he's an ice bath, like 30 minutes.
He says like, please stop subscribing to my channel. Like there's too many of you. I can't
do this anymore. My body's literally going to freeze. But I watched his channel in a year,
blew up because everyone's like watching this thing. And what's fascinating about these series,
I think is really interesting. It's like traditionally, if you look at most social
content, right, is you create at most social content, right,
is you create something,
you put it out there in the world,
and it hits, and then it disappears in the feed, right?
It starts dropping down,
and within a week or two, it's gone.
So you spent all this time creating the thing,
and it disappears.
And I don't know about you,
for me as a creator,
I hate creating something amazing
that's gonna disappear, right?
If you look at, if you,
actually, if you go to understand.me,
blatant pitch in the middle of the podcast, if you go to understand.me, we've created a really cool application.
It's free.
You'll create an account, and you can take all the profiles, like disk profile, Enneagram, 16 personalities, slash Meyer Briggs, love language.
You take all those, and it builds, it shows all your personality profiles, right?
In fact, if you want to see all my personality profiles, if you go to understand.me slash Russell Brunson, you can see exactly my disc profiles, my 16 personalities. It's kind
of a cool thing. Anyway, so if you look at my disc profile, there's the disc profile and then
there's the motivators, the values, the things you value the most. And my number one motivator,
my number one value, according to disc, is ROI, is economics. And that always bothered me because
yes, I'm in business, but I don't really,
I'm not someone who like,
I don't stress out money.
I don't, like, I don't,
I'm not like, I gotta make this much money.
Like, the return on investment of cash is not,
it didn't make sense to me.
I was like, that's not really my motivator.
And then I had Mandy Keene,
who's my partner in Understand Not Me.
She's the guru, the face of the business.
She told me, she's like, no,
ROI doesn't mean,
doesn't always mean just like money in the bank. It's the, what's the return on investment in any situation. So if I'm having
a conversation with somebody, what's the return on my investment, right? What's the return on my
investment in whatever the thing might be, right? And so, and so in fact, it's interesting, it's why
I struggle in school so much. I'm sitting there in this classroom by ADD, like, what is the return
on my investment? Like, what am I doing? This seems stupid. Like, what's the purpose of this,
right? If I'm in a conversation with somebody, if I'm, if I can't figure out, like, what is the return on my investment? Like what am I doing? This seems stupid. Like what's the purpose of this, right?
If I'm in a conversation with somebody,
if I can't figure out like what's the return on investment,
I struggle.
Even reading a book,
like reading a book's really hard for me
unless I know I'm gonna do a podcast about it
because now the return on investment's like
I read this thing,
I can share it in a podcast
and I get value out of the sharing of it, right?
So for me, it's always the return on investment.
So when I create social content,
it hits and then it disappears in the feed.
Like that for me is, it's painful.
I'm just like, man, that sucks.
Like it just disappeared.
Like what's the return on my investment, right?
It disappears.
And what's interesting about a series,
I watched all the series I've been connected to on social right now, right?
Like the Connor Prices.
Like when I found the one,
I think I found about Spin the Globe like in episode four or five.
I watched Spin the Globe episode four and I was like, this is amazing.
And it was like episode four.
So I went back and I was like, what's episode one?
So I went scrolling through the feed,
going back in time to find episode one.
Episode two, episode three, right?
Which is kind of interesting.
With the guy who was doing the 365 days of ice baths,
I popped in like day 180 and he's in a trash can.
That's when it caught me initially.
He's in a trash can full of ice and he's like freaking out.
And I'm like, what if I start scrolling back in time to go watch all the rest of the
series. Prior to this, I'd never once scrolled backwards in someone's Instagram feed to go find
something. Cause like you see the thing, you get the hit of dopamine, then you're onto the next
thing. Right. But because I got sucked into a series, I got, I got pulled in like midway through
it, had to go back in time and go back and watch the rest of the things. Right. We have some
similar, if you look at reality TV shows, you look at a series like Modern Family. I'd never seen
that show. I always thought I would hate it. And then one day I walked in, I think someone was
watching it, and I saw one episode of Modern Family. I was like, this is amazing, right?
It was probably season six or five, I don't know, whatever. Seasoned randomly, and I'm like,
okay. So I went back to Netflix, found season one, and then I binged it back through, right?
So series does this really cool thing where by having a series, it pulls people back
into your feedback, into your content, which is fascinating. So anyway, I'm telling you all this
because I'm seeing this as the trend. And I don't think most people can do it because it's a harder
trend to do. Like everyone wants to do just the one-off Ramosi style videos where you drop a line,
you know, and you're done.
But I was like, I want to do something different.
So I'm trying to become a pattern interrupt right now for myself, and you've probably seen this.
So yesterday, or maybe it was two days ago, we dropped the very first video in my new series.
And I was like, what's a series of something I'm doing anyway, but I'm documenting the journey?
This is like Gary Vaynerchuk 101.
Document, don't create, right?
I don't know about how many of you guys. For me,'s like, I've written three books on marketing, and I still
get in front of a camera, and they're like, hey, like, tell us something smart about marketing,
and I'm, like, trying to create, like, a new video. I'm like, I don't know. I got nothing,
you know what I mean? And I go through my book, I'm like, oh, I could talk about this, I guess,
but it's so hard for me to, like, sit down and do that. Hermosi's brilliant. Like, he's, his mind is,
I mean, if you know him personally, like, he's, he's he was like valedictorian in his school he was like he's
one of the smartest humans i've ever met in my life don't tell him i said that because you know
it'll go to his head but he's literally a genius and so he's able to like and he's also one of the
greatest salespeople i've ever seen so like he can he just rattles stuff off he has an amazing
memory like he's so good at that. And even for me, I struggle.
To do short form, 60 seconds, teach something, and then drop a mic.
I struggle.
I'm better at long form.
I'm better at spending the 20 minutes together on a podcast or 90 minutes at a webinar or four days at an event.
I'm better at long form.
I struggle with the short form to drop the bomb.
But that's coming back to creating, creating, creating.
It's hard to keep creating.
How do you create 10 reels a week?
How do you create 10 reels a week? Like how do you create, you know, like that's hard, but the series
is cool because it's like, what's something you're already doing anyway? And then you're just
documenting the journey, which is way easier. Right? So for me, it's like, well, I'm writing
a book right now. And so, and I've been writing, I didn't realize this until I was recording episode
number one. It's been like 1079 days, which was like two years, 11 months.
I can't remember exactly, but when I got the contract from Hay House to write this book and
I still, I had written like 10 different drafts of it. And so what I did for my very first episode
was like, here's day number one of me writing a bestselling book and hopefully selling a million
copies. Like that's the goal. I'm calling my shot. This is where I'm going to go, right? Just like
the ice bath guy. Like my goal is I'm gonna do an ice bath every day for 365 days, right? I'm
gonna do a drum beat for every follower I get on Instagram.
It's like I'm calling my shot,
and then I'm documenting the process of me trying to achieve that.
So I tell the story how I think it's 0.4% of books ever sell over 100,000 copies.
My three books all sold over 100,000 copies.
This is amazing.
I'm in the top 0.4%.
But guess what?
Only 0.003% have ever sold a million copies of the book.
And my next one, I want to sell a million copies.
So here's my journey of how I'm going to go from zero to a million copies.
And by the way, I've had this contract to write the book now for almost three years.
I still haven't written it.
I'm deleting the whole thing today.
And today, I'm starting over.
So I delete the entire manuscript off thing.
And I'm like, day number one, here's what I'm doing.
And then basically, every morning, I wake up to write.
I just grab this camera out. I record. Hey, it's day number two of how to write a bestselling book, hopefully selling a million copies. Today I'm editing, right? And then I was
on the plane and I was using my free write to type. So I'm like, hey, day number five, I'm jumping on
a plane right now. I got my free write. I'm going to write. It's really cool because free write
forces you not to use your analytical brain. You can only use your creative brain. And so I was on
the plane and I'm writing. And it's funny because the video editor's like, you have to get B-roll.
So I'm on a plane, it's so awkward.
I'm on a plane, I have my free ride, I'm typing.
And I'm like, how do I get B-roll?
So I have my phone and I'm clicking record.
I'm trying to put it in my seatbelt
so they can see me typing.
And then all the people in the plane are,
I'm sure, looking at me, making fun of me.
Like, this is so embarrassing.
So I'm trying to type.
But the phone keeps falling out.
I can't get B-roll in my hand.
So I'm trying to put the seatbelt up around my chest.
I can put the phone in, and it's falling down.
I'm trying to pinch the phone with my neck
because I'm trying to get B-roll in my hands.
I'm having the phone.
I'm holding it with one hand, and I'm typing it going around.
It's so embarrassing making your own B-roll by yourself
while you're on a plane with people.
Anyway, super embarrassing.
In my house, I do the same thing.
I do the thing, and I set up my phone right here.
I click record, and it has me typing.
And then if I'm reading a book, I set up.
And so I'm getting these little B-roll shots.
And then I send it to the editors, and they're popping out a 90-second video of me just each day.
Here's day one and one, day number two.
What else is there?
Day number three.
And so I think I've recorded seven or eight days now, which is awesome.
And then I got to the spot where I was like, I'm doing my research phase, right?
And so chapter number one,
I'm talking about this concept called the resistance,
which Steven Pressfield, who wrote The War of Art,
is all about resistance.
I'm like, I would love to interview this guy.
So then I'm like, I'm going to interview,
so like this day, you know, one of the days,
like I'm on Instagram, I'm like,
holy crap, Steven Pressfield already follows me.
Like, this is insane.
So I follow him, I mess with him,
I'm like, hey man, can I interview you with my thing?
And we start a conversation, and then like now, next week, I'm going to So I follow him and I mess with him. Hey man, can I interview you for my thing? And we start a conversation
and then next week
I'm going to be in the studio
recording an interview with him
which will become
a YouTube video
but it'll become part of
me documenting the journey
which then becomes
part of the book.
It's just me documenting
the journey and it's fun
as opposed to like,
Russell, be creative.
Go.
Hey guys,
welcome to my video.
Let me tell you
three secrets about,
you know,
like so much harder
to do consistently where this is like, I'm writing the book anyway. Let me just do it. I have a wrestling
tournament coming up in a month. So I'm probably doing a little mini series, like how I'm going to
get in shape in the next 30 days for the wrestling tournament and how I got to lose 17 pounds or
something like that. Right. And that becomes a little mini, a little mini series. And some of
the series aren't tied to, so you'll notice my channel over time. We're doing, well, there's gonna be multiple different series in there cause they hook
people and drag them into the storyline.
Right.
And it's, again, this is like storytelling one-on-one.
It's so, I think it's so much more powerful.
Anyway, we're going to find out.
Jury's out on the idea, but I think it's really cool.
But, um, I have the series of like day one, day two, but also just random series.
Like for me, for example, uh, you may or may not know I order anywhere from one
to a hundred books a day, depending on honestly how I'm feeling when I'm like not feeling good
about myself or I'm depressed or like struggling or whatever. I'm on eBay searching and you know,
a week later, if like 20 books show up or 30 books show up, people are like, wait, what happened last
week? Why were you upset? I'm like, I don't remember now it's over, but um but i'm getting these books every day right and like i'm opening these books i'm finding
some of these treasures i'm finding are insane and so uh my team was like what if you started
filming yourself opening the boxes every day i'm like oh in fact we had two or three we filmed me
randomly and those those videos got like 300 000 views on shorts like it's crazy so i'm like all
right so now every time i open my boxes i click camera i'm like what's up this is the day in the
life of the bibliomania. I got 20 boxes today.
Let's open some.
And then if anything cool comes out or a cool story,
then they sync to just that, and that becomes the reel for the day.
It's not just like I have this storyline that's being posted.
I got these books I'm opening.
It's making my feed more story, right?
Again, the whole concept of document, don't create.
Anyway, so that's what I'm going to do,
and I'm having way more fun with it um so far so anyway i
want to share with you guys today because um i don't know if you've tried to do hormonal style
videos i tried we filmed like 50 something of them in a day and it was like it was painful it's hard
for me they didn't perform as well they i didn't feel natural wasn't like the russell style it was
me trying to be something i wasn't and i feel like this format for me is more fun more easy
more sustainable and i think again jury's out but I think that what's going to happen over time,
that this will grow pretty dramatically.
People will come in on episode 38 of me writing a book, and they'll be like,
what's the story?
And they're going to binge watch 38 episodes of shorts,
which now I have to spend an hour and a half with them,
versus right now you get these pops of hits every once in a while.
And from there, they want to go to go the long form so when the book is
actually done people gonna want to do it right maybe you document you creating
your next course you document you writing your book you document you
whatever the thing you're doing right the event you're putting on like we have
fun hacking live in 189 days from back you like how to fill a funnel hacking
my how to fill an event day number 192 you know like like what are you doing
anyway call your shot this is the goal so I doing, I'm gonna take you on a journey,
and boom, and now you got this fascinating, cool thing.
You're gonna bring people into your world,
and over time, this is how you create binge-worthy content
where people will go back and binge what you're doing.
And for me, as someone who, like,
ROI is my number one motivator, I love that,
because now what I'm creating doesn't disappear in the feed.
It's not a one-hit, you know, dopamine hit,
but it's like a long-term thing
where we can actually change their life and spend time with people at a more intimate level. So anyway.
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I hope it helps you guys.
If not,
then don't try it.
But if it is,
try out this method.
And then also,
I recommend go to my Instagram.
Go to Instagram.com
slash Russell Brunson
and go find
day number one.
You'll see it,
which is basically
day number one of me writing it which is basically day number one
of me writing
a best selling book
and hopefully selling
a million copies
call it my shot
and it's video number one
by the time this comes out
maybe it'll be video two
or three or five
who knows how many
will be out there by now
but I hope you enjoy
the series
and worst case scenario
follow me on the series
best case scenario
start your own
and see what happens
thanks so much
for listening you guys
I appreciate you all
and I hope you enjoy
this format
for the Marketing Secrets Podcast
if you do let us know we're going to start putting out so much for listening, you guys. I appreciate you all, and I hope you enjoy this format for the Marketing Secrets Podcast. If you do, let us know.
We're going to be putting out a lot more content for you guys
because I'm in a really fun content mode right now.
Anyway, for a year, year and a half or so,
I was struggling,
and I'm having more fun with it again.
So, hope you're enjoying this stuff.
Hope you're enjoying it.
If you're in YouTube,
we have a new YouTube channel that's been crushing it.
We're putting out some really unique,
really fun 20 to 30 minute videos. Um, like we had one that just went
about like, should I let my high school son drop out of high school? And that video has been,
it's, it's been viewed really well, but I'm getting these like people writing novels in
the comments, like their frustration, their kids, their beliefs about school. I've got teachers who
hate me because I'm talking about this. Like, because I like, like, what's the point of school anyway?
You know, like I, uh, so I, it's just been fun, like more on the controversial side. We have a
video coming out on YouTube soon about the F word, which is going to be, um, I'm really excited for
that one. Um, I, I, I sent all my friends who are speakers, like, Hey, can you send me like a 30
second clip on why you think you should, like, think someone should or shouldn't use the F word?
It was crazy.
Of course, I got a video back from Garrett White,
like, if you're not F and F,
and then other people were like,
the F word's the worst thing,
like Myron Golden sent a seven-minute video back
about how passionate he was about not using the F word,
and just all sorts of stuff.
Anyway, there's some really fun stuff
happening over there on YouTube,
so go check it out as well, our YouTube channel.
But yeah, we're trying to create more cool stuff for you guys as many places as we can.
Hopefully you enjoy this one.
If you do enjoy this episode, let me know.
I do watch my – if you tag me on socials, when I get my social on every day, first thing I do is look at all my tags.
I look through them.
So if you take a screenshot of this and you tag me on Facebook, Instagram, any of the socials and tag me and be like, hey, love this episode.
Hey, this episode.
Russell, would you talk about this? Like, I literally see those things personally because, I don't know, we all have that little
thing in us where like, are people talking about us? What's happening? Like, do people still like
me right now? Like, I gotta find out. So I'm always looking at those things. So you tag me,
I do see them. So tag me, let me know if you like this show, this episode, this style of podcast.
And if you enjoy this as well, like send this to more people. I'm gonna put a lot of effort this
year and get the podcast to grow as well. So if you enjoy this, send this to more people. I'm going to put a lot of effort this year in getting the podcast to grow as well.
So if you enjoy this, send it to other people.
Let them know about this episode.
And make sure you like, follow, subscribe, comment,
all the things.
Anyway, with that said, I think I appreciate you all.
And we'll see you on the next episode
here at the Marketing Secrets Podcast.