WARNING: Analysis Paralysis Man – Watch Out!
Yesterday we started talking about the kinds of ”traffic demons” people become vulnerable when they don’t understand the essence of converting visitors into customers. Because when you just don’t know what makes a site sell, you’re extremely susceptible to thinking all you need is more traffic (or cheaper traffic). And this is how evil creatures like seo scorpions, ppc piranhas, and social media snakes are able to make a good living.
Unfortunately there are many more internet demons you’ll face if you don’t know the 5 simple underlying principles of conversion. So today, let’s face off against…
Villian: Analysis Paralysis Man
Evil Motto: “I’ve never met a problem more data couldn’t solve. (Give me some money and I’ll be happy to waste weeks generating countless charts, graphs, and tables which will lead to an ever expanding list of questions, which of course will require more data to solve, etc.)”
Solution: Listen, I (Glenn) love data more than the next guy. In fact, I spent a semester supervising graduate students at Yeshiva University on the ”multivariate analysis of human behavior” via computer models. But when it comes to internet sales you’ve REALLY got to be careful. Because the ability to scientifically measure internet activity can create a dangerous vortex which sucks you into a paralyzing maze of meaningless numbers.
What you want are BIG SIMPLE TESTS with PRACTICAL IMPLICATIONS. Tests that focus on the fundamental elements of conversion. What are they? (1) The way you describe the problem you solve; (2) the unique selling proposition you make; (3) the amount of proof you provide (and the way you present it); (4) the specific offer you make, and; (5) the type of scarcity or reason to act now you’re using.
Screw the fancy analytics, heat maps, live-chats, uber-complex multivariate analyses, etc. UNLESS they’re designed to support a big simple test with a very clear and meaningful hypothesis. At least until until you’ve exhausted conversion bumps from testing the fundamental elements.
Read that again (I just saved you a good year of wasted time and/or money to pay for data gathering and analysis experts!)
Listen, you can clear away SO much confusion–and easily defeat a myriad of evil internet villains–if you just master a few simple principles. And now you can watch me do it LIVE on site after site. (Get started as of the time of this post for less than $5)
Onwards and Upwards My Fine Marketing Friends!
NEW: Live Conversion Webinars 2x/mo with Glenn.
Watch me fix conversion holes in site after site.
Get started as of the time of this post for only $5
PPC Piranha(tm), SEO Scorpion(tm), Social Media Snake(tm)
and Analysis Paralysis Man(tm) are trademarks of Psy Tech Inc.
PPS – New “Done For You” Marketing Opportunities from Glenn…
(1) Let Us Get You More Compelling Proof
(2) The Weirdest Opportunity in the World (listen to the audio)
5 Adwords Metrics that Count
Not sure where to start in Adwords? These stats come first.
To manage your Adwords campaign effectively, you need to know how each metric can help you improve your site and better engage your audience. If you’re new to the game, though, you don’t have to be intimidated by the mass of statistics that you’re asked to juggle. To help you get started navigating in Adwords, we’ve assembled the following vital metrics, with some information on why they matter.
Quality Score
Google is in the business of getting users where they want to go—and an irrelevant ad makes Google look bad to the customer, who is then less likely to trust Google’s results in the future. For this reason, Google rewards quality and punishes misdirection and manipulation with a high or low quality score, which determines to a large extent the cost of your advertising and the exposure you receive. These are the factors Google uses:
- Does the text of your ad match your chosen keyword?
- Does clicking your ad take the user somewhere relevant to the ad text (or is the ad misleading)?
- How often does your ad get clicked (also known as click-through rate or CTR)?
Landing Page Optimization
Google likes your ad to link directly to a specific, relevant landing page; for instance, if provide SEO services and your ad relates to Pay-Per-Click, an Adwords newbie might just have the link direct the user to your homepage; but your ad will score better if it links the user directly to your pay-per-click services. The general rule is that clicking your ad should send the user directly to the product or service you advertise. Even if Google didn’t track this metric, it’s basic common sense; people don’t like clicking ads, so if a customer is interested enough in your business to click through, it’s silly to make them dig through your site map to find the product or service you want them to buy. For the sake of your business, your users, and your Adwords campaign, your ad needs to provide the shortest possible distance between reading the ad and buying the product.
Bounce Rate
It’s important for marketers to measure how many pages of your site your users are viewing after clicking on your ad. If users click your ad only to click away disappointed a moment later, you’ve wasted your money and the user’s time. Users who click your ad should have instant access to the information they need—and then have a reason to stick around. By creating engaging content and smooth navigation throughout your site, you can bump up this metric and improve the effectiveness of your advertising. This is one of the more interesting metrics to examine, because what constitutes “good content” is fairly subjective; but it can also be a huge factor in the success of your Adwords campaign.
Time on Site
For the same reason your bounce rate is important, it’s equally important to consider how long users spend on your site (as it’s an important indicator of how useful and/or interesting they find your content). Improving this metric is a matter of maintaining content that is rich enough to keep the user on your site, but not so dense that they’re intimidated or bored.
Conversion Rate
Conversion is probably the most significant metric for your business, because everything else is just numbers unless you can convert ad-clicks into revenue. Conversion rate is a simple metric that examines the ratio between how many people visited your site versus how many did some action. The more you turn clicks into leads, and leads into satisfied customers, the higher your conversion rate will be.
Opinions expressed in the article are those of the guest author and not necessarily Certified Knowledge. If you would like to write for Certified Knowledge, please let us know.
5 Adwords Metrics that Count is a post from: Certified Knowledge
SEO Scorpions, PPC Piranhas, and Social Media Snakes
I’ve got a simple yet powerful warning for you today…
When people don’t understand the essence of converting visitors into customers, they start to think that more traffic (or cheaper traffic) is the solution. But this leaves them incredibly vulnerable to all sorts of strange “traffic monsters”.
For example, consider the SEO Scorpion, PPC Piranha, and Social Media Snake:
Villian: SEO Scorpion
Evil Motto: “All you need is free traffic and plenty of it. (And if you’ll just give me a g’zillion dollars for SEO services, I’ll be happy to get it for you)”
Solution: “Develop a site which converts visitors to buyers better than others in your market first and foremost. Then test it with paid advertising so you know which keywords contain the highest proportion of customers. Then by all means, expand your reach and lower your cost of acquisition with a major SEO campaign
……
Villian: PPC Piranha
Evil Motto: “What you really need is cheap clicks. (And I’ll be happy to buy you tons of them if you’ll pay my management fees)”
Solution: Cheap clicks aren’t worth much if you can’t convert the visitors into buyers. They’re worth even less if you add expensive management fees. PPC traffic is great, but you should choose your ideal keyword bulls eyes carefully, then slowly use that traffic as the engine to ramp up your conversion rate without blowing through a lot of money. Then and only then (once you’re converting visitors into customers better than others in the market) do you expand your traffic and hire a PPC agency
…..
Villian: Social Media Snake
Evil Motto: “You just gotta RELATE and BE SOCIAL with your audience or you’re sunk. The more tweets and facebook posts you make the better (and more money for me, heh heh heh).”
Solution: REMEMBER: socializing and entertaining makes you friends, not customers! When executed strategically–around a point-of-difference benefit–social media campaigns CAN build your lists and increase your sales. Just having social activity online is NOT enough (it wastes time, consumes resources, and can actually decrease your profits!)
Don’t fall prey to profit killing traffic monsters!
Learn how to convert your visitors with five simple principles… and watch me do it LIVE on site after site. (Get started as of the time of this post for less than $5)
Onwards and Upwards My Fine Friends!
NEW: Live Conversion Webinars 2x/mo with Glenn.
Watch me fix conversion holes in site after site.
Get started as of the time of this post for only $5
PPC Piranha(tm), SEO Scorpion(tm), and Social Media Snake(tm)
are trademarks of Psy Tech Inc.
Advanced Google AdWords 2nd Edition Now Shipping
I’m very happy to announce that the 2nd edition of Advanced Google AdWords is now shipping from stores.
This book is a little bit longer than the first – it’s 571 pages.
It is fully updated with information on:
- Remarketing
- Ad Extensions
- Topic and interest targeting
- New location options
- New case studies
- And a lot more
- You can buy it from most stores and it’s available in the Kindle version.
Here’s the links for Amazon.
If you’ve enjoyed the book, please leave a review at Amazon. A few positive reviews can go a long ways towards making a book launch successful.
Thank you everyone for you questions, information, and feedback over the years. It’s through the wisdom of the community and extensive testing everything on AdWords that makes a book like this possible.
Advanced Google AdWords 2nd Edition Now Shipping is a post from: Certified Knowledge
CHEAT SHEET: Supercharge Your Testimonials
This is a CHEAT SHEET I made for you to go along with the ”testimonials that sell” MP3 and transcript.
What you might not know about my darling wife is that a good part of her consulting for Fortune 500 companies over the past 20 years has involved casting and spokesperson research for television commercials for big brands (like Excedrin, etc). She’s really developed an ear for what sells, but more importantly a PROCESS for interviewing customers to bring their testimonials to life, elicit every last benefit they derived from your product, and get them to EMOTE while describing their results.
This is information you won’t find elsewhere… I hope you enjoy it!
(NOTE: Sharon has a done for you testimonial service if you don’t wish to do this yourself)
PS – You can now join me in LIVE conversion webinars 2x/mo. Click here to see the ridiculous introductory pricing .
Testimonials That Sell (Transcript)
Testimonials Done For You Service with Dr. Sharon Livingston
The other day I posted a popular MP3 about generating testimonials that sell. You can still grab that interview with my darling wife Dr. Sharon Livingston here (testimonials that sell MP3)
Today I wanted to get you the “Testimonials That Sell Transcript“.
But MORE IMPORTANTLY, I wanted to be sure you had a chance to see the new LIVE “Make Them Buy” WEBINARS 2x/mo. offering I introduced on Thursday…
I’ll be providing live attention to help dramatically increase your sales!
Let me ask you a question…
How much would it be worth to double (or even triple) response on your existing traffic?…
- Where else could you expand your advertising if your value per visitor were twice what it is now?
- Which SEO service could you afford?
- How much more could you outsource?
- How much more FUN would it be to run your business if you radically re-engineered the economics?
The truth is, EVERYTHING opens up when you’re the best at turning visitors into dollars in your market.
Traffic techniques are an illusion… conversion is THE magnet which tilts everything in the market in your favor.
Now, I don’t mean to make it sound easier than it is (I’m always the voice of reality, aren’t I?)…
But I HAVE spent the last two years studying conversion principles to complement and supercharge everything I knew how to do with research…
And I now find now I can often help people bump their sites in MUCH less time than it used to take.
More importantly, I ENJOY it.
It’s very gratifying to see people succeed…
To know I’ve (in many cases quickly) changed their lives.
Of course, I can’t promise you a rose garden…
But I’m quite dedicated…
And because I know people are struggling, and a lot of you have asked for a way to get more LIVE contact with me, I’ve decided to conduct bi-weekly group-mentoring at an extremely low rate (you’ll be shocked). Of course, I’m NO saint, and I’ve got some selfish reasons for doing this now too. (You can read them all on the site.)
But the net-net is, at least as of the time of this posting, you can get your questions answered LIVE for less than a $5 Starbucks Card
Onwards and Upwards,
Dr. G 
Live Attention | Testimonials That Sell Service | Weird Opportunity MP3 | New Coaching Options
Dysfunctions, Addictions & Financial Burning Bus, part 5
Allow to tell you about my first experience of fixing my inner head trash.
This was about 10 years ago. I was with my friend the late Tom Hoobyar at a conference. He’s a Master Neuro Linguistic Programming Practitioner. I knew NLP worked because a lot of top platform presenters and sales people use it effectively to persuade – with embedded commands etc.
Take-no-prisoners sales guys don’t give a rip about theory, as long as it works. So I knew NLP wasn’t hocus-pocus.
There’s a lot of NLP people out there, and most of them aren’t nearly as good as they tell you they are. Some of them are flat out dangerous. But Tom literally wrote the book on NLP. (Actually a classic book, NLP: The Technology of Achievement was being completely re-written by him when he passed away in September, and will hit the bookstore shelves late this year.)
I explained to Tom how my oldest son Cuyler, who then was 3 years old, had this odd way of being able to push my buttons and make me angry. I knew it was irrational and it was MY problem. And I didn’t like it. I tended to get mad at him very easily. (But not either of the other two kids.) I knew it was damaging my relationship with the little guy.
Tom says, “OK Perry, describe a scene where Cuyler does something that sets you off.”
I think for a minute and say, “He walks to the refrigerator, opens it, pours himself a glass of milk. Then he drops the milk jug on the floor. It splits open and sprays milk all over the kitchen and I get MAD at him.”
Tom says, “Great. Now when do you actually feel yourself getting angry? Is it when he spills the milk, or is it some other time?”
He talks me through the scene one frame at a time. I realize I get mad just *before* he spills the milk, not after.
Tom slows down the film strip even more and asks me if I’m seeing, hearing, smelling, or feeling anything else.
This is odd. Like… what??? I don’t know what he’s talking about.
But he helps me slow down the frames in my mind even more. Suddenly I realize that at a certain moment there’s this sort of blue flash of light in my mind and it’s a flash of anger. It has a location in space. It has color and texture.
“Great!” Tom says. “Now I want you to do something for me.”
He stands up and walks across the room diagonally, from one corner to the other. He points to an invisible line on the floor and says, “This is the time line of your life. This corner is when you were born, that corner is someday when you die. Come stand here in the middle, in the present.”
I comply with his request. He says, “Now I want you to walk backwards on this line, towards the day you were born. Just as soon as you feel that feeling and see that blue flash of light, I want you stop.”
Man, this is weird. How in the world is this going to ever work? It seems silly.
I walk backwards slowly. Suddenly about halfway back, I see that blue flash of light and I feel that flash of anger.
I stop.
Tom says, “Where are you? What do you see?”
I’m laying on my bed, with a brown bedspread, the bottom bunk of my bunkbed that I share with my brother.
I’m 14 years old. I’m crying. My dad has cancer and he’s about to have his kidney taken out and he may not make through the surgery. Or they might cut him open, see cancer all over the place and sew him back up and send him home to die. I’m terribly, horribly despondent.
Wow.
“Perry, somehow you attached Cuyler’s mistakes to your grief over your dad’s cancer. That’s not only anger, it’s sadness. Every time Cuyler makes a big mistake, you relive that sad day when you were 14 years old for about 10 nanoseconds. You get angry and you don’t even know why.”
Dang. This actually makes logical sense.
“Is it OK if we fix your film strip?”
“Sure.”
He does an exercise with me where he replaces that sadness frame on the film strip with a memory of me skiing in Colorado.
After that, I don’t get nearly as mad at Cuyler anymore. The feeling wasn’t completely gone, but 75% of that anger impulse went away. Just like that.
Wow. That is cool.
NLP has hard limits to what it can accomplish; it’s not a cure-all. But surely this gives you some insight into how our minds work. There’s all kinds of stuff going on below your awareness, flashes of sounds, smells, feelings and beliefs. They only appear for nanoseconds, but they have a huge impact on your feelings and behaviors.
I sure was thankful for that 20 minute session with Tom, where he unstuck some of my gears.
My anger with Cuyler was a minor thing compared to other land mines that were buried in the soil of my soul. Later I would seek Tom’s help on bigger, thornier issues.
Stay tuned for Part 6 – cuz the plot thickens.
Perry Marshall
Financial “Fix Your Head Trash” workshop, Chicago, June 1-2
http://www.perrymarshall.com/financial/
The Pimp That Taught Me How To Market
It’s true…
One of the MOST valuable marketing lessons I ever learned came straight from the pimp who picked up my Mom in Harlem one summer night when I was eleven years old.
Listen to the 11 minute mp3 below to get the whole story and see how you can incorporate the marketing insight into your funnel too!
All my best,
Dr. G
PS – You can now join me in LIVE conversion webinars 2x/mo. Click here to see the ridiculous introductory pricing .
PPS – I’ve got some new coaching options available too. (I guess you could say I was feeling a little out of touch with my audience, instituting these new options so I can spend a little more time with you guys in a productive way!)
PPPS – This was the only good picture of a pimp I could find on iStockphoto, sorry! (Doesn’t do the story justice)
Dysfunctions, Addictions & the Financial Burning Bus – Part 4
In parts 1, 2 and 3 I told you about all the screwed-up-ness of Kevin, and me. I relayed the story I told to Kevin. And my own trip down the inner-head-trash rabbit hole.
Before all this happened I had no idea why I did certain things. “Why do I _________?” Why do you _______? Fill in the blank:
-Chew my fingernails
-Cut myself
-Pull my hair out
-Compulsively earn money, then compulsively lose all of it by doing something really stupid
-Feel this surge of uncontrollable rage every time someone disagrees with me
-Start drinking shortly after noon every day
-Have this sex / porn addiction
-Destroy every promising relationship I ever get into
-Compulsively eat or binge or both (food… pleasure…. money….)
-Believe that I’m not worthy unless I _____ (and a whole ‘nother set of fill-in-the-blanks)
All this self destructive behavior hurts other people too. Plus they’ve got their own destructive behavior and it hurts you. Now if you can’t even figure out how to fix yourself, how are you ever gonna fix them?
(And to add insult to injury… what if you believe your own self destructive behavior is THEIR fault, and you can’t change unless they change first?)
Like I said in part 3, I tried a LOT of stuff.
It took many months, several years actually, before I really started to understand what was going on.
Here’s my take on what’s really going on.
*Something* happened to you. That something could have been really big and horrible and traumatic. Or…. it might be something that seems pretty minor now.
Whatever it was, you got wounded.
Now some of your software is broken and you’ve got this hole that you’re always trying to fill.
It’s like a little suction tube that’s always making this sucking sound, it’s always hungry, and it’s never satisfied.
Even when you shove big expensive objects in that tube, it’s still not satisfied.
Well guess what, shoving more stuff in the tube ain’t gonna fix ya.
Let’s talk about your wound.
The real wound isn’t what happened to you. Even if it was your alcoholic dad clubbing you with a stick, that’s not the real wound.
The real wound is THE LIE YOU BELIEVED ABOUT YOURSELF AND ABOUT GOD AND ABOUT THE WORLD when dad clubbed you with a stick.
Emotional wounds, at their roots, are lies. But the lies I’m talking about are much deeper than lies like “The earth is flat” or “At long last, we’ve finally found the superman politician who’s gonna solve all our problems.”
Those lies are external. Inner wound lies are lies about your IDENTITY. For whatever reason those lies cut to the core of who and what you are.
One of the lies I believed (and still believe sometimes) was:
“As long as I’m working I’m not a bad guy.”
Well… surely there must be an even deeper twist to that lie, something like, “When you are not working you ARE a bad guy! So get off your ass and PROVE yourself.”
The most natural, “normal” thing to do is jump on that treadmill and perform.
Hey – my dad often complained that I was lazy. Maybe I’ll get to that story sometime. But back then, neither he nor I understood that I was “entrepreneur lazy” not “sloth lazy.” He didn’t know the difference.
But his criticism got pounded in deep.
That lie sure didn’t do good things for my marriage, that’s for sure.
When you believe that lie, it doesn’t matter how hard you work or how much you achieve, you’re still afraid you’re a bad guy. Which makes success a pretty unrewarding achievement.
Actually it SUCKS because you say to yourself, “Hey wait a minute, I thought success was going to make me happy.”
Nope. Because there’s nothing in your software that gives you permission to feel happy with your work. Now your successful business is a squirrel cage that never stops demanding that you perform.
And if that doesn’t make you happy, you have no idea what could or would. You feel totally stymied.
How do you re-write your software?
Let’s just say none of the tools I possessed when this all started to boil over were up to the task.
In the next part I’ll start talking about the different approaches. What worked and why.
Perry Marshall
Financial Healing & Inner Head Trash workshop, June 1-2 in Chicago.
Max 30 seats capacity, only 7 seats left:
http://www.perrymarshall.com/financial/
Dysfunctions, Addictions & the Financial Burning Bus – Part 3
In parts 1 and 2 I told you about Kevin: A guy who implements even simple marketing assignments with difficulty, not because they’re hard, not because he doesn’t ‘get it’, but because somehow his shame and inner ick get in the way.
He wrote me a candid email about his battles with gambling and porn addictions. He said, “I think inside there is a fear that with wealth would come total destruction. In my heart I know I’m not that far off that as it is.”
If you only knew how many people fight these identical battles every day. I think it’s pretty much everybody.
I wrote Kevin back and told him a story.
Today let me tell you that same story, a slice of my own life. It isn’t about financial demons – it’s about a different set of demons. But demons are demons:
It’s April 2007, almost exactly 5 years ago. I’ve been pumping hard for 5 years almost nonstop. I’ve built up my AdWords reputation, I’m making a high six figure income. My business has just barely reached a spot where I might be able to coast for a little bit and catch my breath.
I’m tired. I have this idea that I’m going to take a little sabbatical, do some reading, recharge my business brain cells and charge forward again.
My, uh, ‘inner child’ had different plans.
I knew I had a bunch of emotional junk I had to get sorted so I was talking to this therapist. There was this one day, we were talking. She wasn’t trying to have a religious conversation with me; she was just asking open ended questions. Some question she asked made me think of the Prodigal Son story that Jesus told.
In the story, the son tells off his dad. He demands his inheritance, which was equivalent to saying “FU dad, I wish you were dead,” and heads for Las Vegas with a bag o’ cash.
After his half of the family estate has been squandered on whiskey and prostitutes, then a short stint as a pig farmer, the son decides to come back…. maybe he can get a job as a hired hand on dad’s farm.
Dad sees him from far off, runs to meet him. Warmly embraces him, welcomes him as his son, and throws a huge party.
I’m talking to the therapist and suddenly this prodigal son movie in my mind is shooting from a different camera angle.
Before that, I had always been standing off to the side, watching the drama from a distance.
But this time, *I* was the son and suddenly the dad was embracing ME. I was feeling his arms around me.
I had never seen or felt that story that way. It had never been about me. Suddenly it was. It was an odd and beautiful feeling.
Now… if this were a fiction story or a 3rd rate sermon, I would report that something wonderful happened on the inside and my scars got fixed up and I left the therapy session a healed man.
Well…. that’s not quite what happened.
What happened was, some big chunk of garbage got dislodged, pried loose. The Big Scab came off. This chunk of garbage was now floating around, trying to get out. I physically felt the shift. Something was different and I didn’t like it.
All this happened literally at 9:45 on a Thursday morning and now I had this flotsam and jetsam that I had to get rid of. I didn’t know how to get rid of it. I was swimming in depression and sadness.
I was not even close to normal for the next 6 months. In fact I was barely functional. I managed to send out the emails and show up on the teleseminars, but that was about it. I did not find business or any of my hobbies to be even remotely interesting. All I could think about 24/7 was getting rid of this ick. It was like Stephen King meets 4 Hour Work Week.
I had no grid for this. I could go into what all that garbage consisted of, but I don’t really have to, because it’s all the same garbage you’ve got. Mom stuff. Dad stuff. Sex stuff. Women stuff. Marriage stuff. Addictive behavior. Anger. Frustration.
Need I mention that money doesn’t fix any of those problems?
Suddenly I was obsessively searching for answers. As you know, I live in a world of geeks freaks and misfits – as well as incredibly innovative, creative, outside-the-box people – so not only did I have access to regular therapy stuff, I had access to all kinds of other approaches.
You may have noticed, I have an obsessive personality. So when I’m after something, I’m relentless.
Prospective solutions came out of the woodwork. I experimented with NLP, EFT “tapping” on acupressure points, positive affirmations, Left Hand-Right Hand journaling (“non-dominant hand exercises”), Theophostic prayer, extended group therapy (I spent a week of total immersion in California with six other people, facilitated by an experienced counselor, working on our ‘stuff’. Grueling. Incredibly insightful.) Anything to get rid of this pain.
Sound Therapy, Energy Healers. Long long deep deep self-indulgent conversations with my friends about our respective “junk”.
Meditation.
Bitching.
Long stretches of prayer, begging and groveling and all that.
Trying to get my wife to fix me. (Go ahead and guess how well that worked.)
Oh yeah, and trying to get my female friends to kiss my boo-boos and make it all better. (That is not a path I recommend either.)
Preliminary conclusion, after year 1 of hell:
“Analyzing your problems… waxing eloquent about what your mom did to you when you were 4 years old… rehearsing the fights with your dad…. doing all that to make yourself better is like trying to fix the Operating System on your computer by re-arranging the icons on your desktop.”
In other words, explaining it, knowing about it and talking about it doesn’t necessarily do one bit of good.
Knowing that you sabotage yourself, and even why you do it, doesn’t keep you from doing it again. It just makes it all the more obvious you how irrational you are.
Not only that, if your only weapon is will power, you eventually cave in. It’s only a matter of time.
These problems cannot be solved at the same level with which they were created. They must be solved at a deeper level.
In the next installment, I’ll tell you more of my conversation with Kevin.
Perry Marshall
Financial & Inner Healing Workshop – June 1-2 Chicago
