The Ultimate Guide to Online Public Speaking
What is the first element of a great presentation?
In 4th grade, I ran for Student Body Vice President (VP sounded less intimidating than President).???
The election process was simple:??
On results day,?I’m a hot 10-year old mess. I’m sweating and shaking waiting for the winner to be called. I didn’t even know 10-year-olds could sweat!??
"And the vice?president is..."??
I freeze in anticipation...??
"Steven!"??
I was crushed. I was crushed because it was the first time in my life I cared deeply about winning something. I had played sports casually as a child, but this student council election was something I really wanted.???
The good news was I knew exactly why I lost: Where Steven spoke to win, I spoke to not humiliate myself...
I spoke to not lose.??
And therein lies the first element of a great presentation:??
Clarify your goal and act with it in mind. For when you set a worthy goal and act with it in mind, you will surely achieve it.??
Technically speaking, I accomplished exactly what I set out to accomplish in that election: to not humiliate myself in front of my peers.
Likewise, Steven accomplished his aim: win the election.??But if I had truly spoken that day with the intent to win and and not merely to survive, perhaps things would have gone differently...??
Perhaps, even, I would have run for President instead of VP.
Why You’re Reading This
What you’re reading right now is The Ultimate Guide to Online Public Speaking. My intent with this piece of writing is to give you everything you need to win speaking online.
Since that 4th grade student council election, public speaking has been at the top of my list of skills to develop. It’s also been the main catalyst for every major advancement in my professional life:
When most people think about public speaking, they think about standing on stages talking to a packed audience with lights shining on your face. But the internet has dramatically redefined what public speaking is.
THIS is Public Speaking:
Public speaking is the generous act of using your words to inspire change in two or more people. Doesn’t matter if you’re on a stage, in front of a podcast mic, or broadcasting on Instagram LIVE. If you’re sharing a message you care about with two or more people, you’re public speaking.
When we talk about "inspiring change", that can be changing attitudes, behaviors, mindsets, beliefs, or relationships.
The internet has opened up an infinite number of opportunities to do this.
Since 2015, I’ve conducted hundreds of webinars (both paid and free), hosted and been featured on more than 100 podcast episodes, and recorded an embarrassing number (and quality) of videos and live streams across social media. I’ve distilled the most important lessons from these experiences into this guide which is broken into three sections:
As you practice speaking online, you will develop a reputation for having a “one of a kind” mind. You will astonish people with your ability to produce useful ideas. And, you will accelerate your career and opportunities.
Now, let’s kick it off with “The Toolbox Metaphor.”
The Toolbox Metaphor
When you read a guide or course like this, it’s tempting to think you’re committing to a fool-proof, all-or-nothing strategy that will mean the end of all your public speaking woes! And while I wish I could lay claim to creating such a tool, I can’t. And you shouldn’t expect that anyone else can promise such a tool either.
But what you can do with these strategies is add them to your public speaking “toolbox.” When a handyman shows up to a job, he doesn’t have one single tool that gets the job done every time. He also doesn’t use every tool in his toolbox for every job. He uses the right tool for the right job at the right time.
So it goes with public speaking online…
You need to leverage the appropriate tools and tactics to serve your purpose and audience in the given moment. That’s where this starts:
Whatever tools you use from this or any other guide should be used to serve the audience and the goal.
Strategy first, tactics second. This is why my first rule of public speaking online is…
Empathy First
Everything should serve the audience. Who are they? Where are they mentally, physically, emotionally, and financially? Are they hostile, critical/conflicted, sympathetic, uninformed/apathetic? The more you can understand about the people, the better.
I’ve given presentations that were amazing to some audiences but total duds to others. Your potential to “WOW” your audience rests on your ability to empathize with and understand them first.
Always remember: empathy first. Who is this for? What is the goal? Then act accordingly.
With that understanding locked in our minds, let’s dive into the main strategies this guide explores:
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Focus on Epiphanies
I love humbling moments. Those moments where you think the world works one way, but quickly become convinced it actually works in another more productive way.
I had such a moment a few months ago when I went through Seth Godin’s “On Learning and Education” course…
I’m laying on the floor of my closet, very late into the night, watching the course on my phone while my wife sleeps in our room. As I’m listening to Godin’s mesmerizing perspectives, I’m completely blown away by this statement:
“If a student figures out the punchline before you get there, they will remember it forever. But if you tell them the punchline, they will forget it in 4 minutes.”
Let’s appreciate that line one more time:
“If a student figures out the punchline before you get there, they will remember it forever. But if you tell them the punchline, they will forget it in 4 minutes.”
At the risk of over-explaining this to you (which we’ll cover later in this guide), the difference between an audience remembering your message for a lifetime versus for only four minutes is whether you can guide them to have their own epiphany. If you have to spoon-feed your big idea to them with explanation, you’ve missed.
The moment I heard this quote, I experienced what T.S. Elliot describes as arriving somewhere you’ve already been but knowing it “for the first time.”
I did a full mental rewind of every teaching and speaking experience of my life realizing that, most of the time, I spoon feed the important insights to my audiences. And when you do that, the only person having an epiphany is you.
Ironically, I read a similar quote from the impeccable Jack Butcher soon after taking Godin’s course:
“we should measure education by the frequency and intensity of epiphanies it delivers”
But this is incredibly hard to do…
So Here’s How to Create Epiphanies
Most people are taught to, well, teach when they speak! To share facts and give the information straight to the audience. But most people retain very little of the information they learn in a presentation, especially on the internet. So what do you do to trigger an epiphany and thus get your message remembered for a lifetime?
Telling Stories
Stories bind us to the things we care about. When we tell stories, we’re tapping into the most human side of all of us. And stories are a terrific vehicle for delivering epiphanies. They're the primary vehicle humans have used for all time to pass on important information.
People care far less about the ideas you share and far more about how you figured those ideas out. AKA... they want the "behind the scenes" story!
Imagine this:
You’re watching a film. A horror film. And the main character is about to open that door we all know she shouldn’t open. You’re watching with pure disdain as she slowly, quietly inches toward the door knob and twists the squealing brass ‘till there’s a soft “click.”
She then begins to open the door…
You already know something horrible is going to happen next, but you haven’t seen it yet! How could you possibly know? The answer is simple:
Because you care. You’re invested in the outcome. The situation, stakes, and forthcoming transformation of the story have you on the edge of your seat predicting (even if you’re wrong!) the outcome.
Thus it is with public speaking online. We need to leverage the structure of riveting stories - A Compelling Situation, High Stakes, and Transformation - to make audiences care. Because when people care, they will project their subconscious mind into the future to anticipate the “punchline,” as Godin calls it. And if they’re right, if they can say to themselves and other “yes! I knew it! I knew that’s where she was going with that message!” Then you will get remembered forever.
Even if they’re wrong, they’ll still remember your message because of the emotional roller coaster it took them on.
To do this, let me briefly explain the building blocks of what I call Story Flow.
A Compelling Situation
Author Stephen King wrote “A strong enough situation renders the whole question of plot moot, which is fine with me. The most interesting situations can actually be expressed as a What-if question: What if vampires invaded a small New England village? ('Salem's Lot)"
King's quote is directed at fiction writing, but it applies just as well to our non-fiction Storytelling.
You must start the organization of your story by clarifying the situation it was born from. If it helps, try to phrase what actually happened as a What-if question. When I practiced this with a friend whom I consulted with on Storytelling Strategy, using his own story, he said "you're selling me on my own story!" Here are a few actual examples:
Screenwriter Robert McKee has said "…what attracts human attention is change. …if the temperature around you changes, if the phone rings — that gets your attention. The way in which a story begins is a starting event that creates a moment of change.”
High Stakes
You might hook the audience with your compelling situation, but if there is nothing at stake they won’t stay engaged. People need to know the consequences that await them if they do or do not align themselves with your message. We have too many other problems and priorities in our life for which we do know the stakes. If we are to prioritize what you have to say, we need to know what’s at stake when we don’t.
Transformation
A good story ends up somewhere interesting. It doesn’t necessarily have to be a happy ending, but it does need to be an interesting ending. A conclusion that makes us think.
When I first watched Simon Sinek’s TEDx Talk “How great leaders inspire action” for the first time, it immediately became my all-time favorite talk. That’s partly because he brought his idea to life with Story Flow. Take some time to look it up and watch it.
Let’s quickly break down the Story Flow elements:
A Compelling Situation: “How do you explain when things don’t go as we assume? For example, why is Apple so innovative?… They’re just a computer company… They have access to the same talent, the same agencies, the consultants, the same media. So why is it that they have something different?”
Immediately, I’m thinking “huh, that’s a compelling question. What do you mean? And how do you explain that?”
High Stakes: “About three and a half years ago, I made a discovery. And this discovery profoundly changed my view on how I thought the world worked… as it turns out, there’s a pattern… all the great and inspiring leaders and organizations in the world… they all think, act, and communicate the exact same way. And it’s the exact opposite of everyone else.”
Here, the stakes are implied rather than explicitly called out. I’m thinking “If the best companies are communicating the opposite way of everyone else, that means that my failure to learn what that way is will cause me to continue being like everyone else. I better pay attention.”
Transformation: Sinek beautifully articulates the transformation of his story, the “A-HA” moment if you will, with “This little idea explains why some leaders, some organizations, are able to inspire while are others aren’t… people don’t buy what you do they buy why you do it.”
It’s interesting, and the transformation happens in my mind as a member of the audience. “Now I know how to communicate what I do, whereas I before this talk, I didn’t.”
Focus on Passion and Curiosity
Everyone should be required to read Shoe Dog by Phil Knight, the memoir by the Founder of Nike. It is the most spectacular work of business non-fiction written in the 21st century.
Even though you know how it ends (Nike becomes a billion dollar company) Knight still manages to pull you through page after page of gripping, emotional storytelling.
Not to mention, it’s choc full of quote worthy lessons and stories. My favorite one is this:
At the beginning of his career, Knight sold encyclopedias in Hawaii. But, he was terrible at it.?
Later he sold mutual funds and did OK, but he was definitely not a selling savant. Most people would say “well Phil, you’re just not cut out for selling…”
But when it came to shoes, he was an extraordinary salesman. After all, today Nike is worth well over $100 billion. And Phil has a beautifully articulate hypothesis for why he was so great at selling shoes but not the other stuff:
“I’d been unable to sell encyclopedias, and I’d despised it to boot. I’d been slightly better at selling mutual funds, but I’d felt dead inside. So why was selling shoes so different? Because, I realized, it wasn’t selling. I believed in running. I believed that if people got out and ran a few miles every day, the world would be a better place, and I believed these shoes were better to run in. People, sensing my belief, wanted some of that belief for themselves. Belief, I decided. Belief is irresistible.”
That lesson from Knight applies just as well to the art of public speaking as it does sales and company-building. When your audience can feel your belief and passion oozing through your message and delivery, they want some of it for themselves.
Ed Mylett said “My job is not to make people believe me. It’s to make people believe that I believe me.”
When speaking, default to ideas and topics that you are already passionate and curious about. Ideas that you believe so strongly in that your audience can’t possibly questions your conviction. Passion is contagious and curiosity is healing.
Your passion also helps people have mind-altering epiphanies.
In May this year, I went to my friend Kevin Kartchner’s Create Your Own Economy conference. There were several speakers, yes. But do I remember what they all said? No. In fact, there are only three things which I remember off the top of my head from the conference:
Two epic stories and an epiphany that no one told me to have.
That’s what I’ll always remember. Not the hard teaching or the “step by step” lesson people laid out… it’s the stories and the epiphanies I had!
Not a single presenter that day told me “you don’t realize how dead you are inside until you surround yourself with people who are ALIVE!” That’s a lesson I learned for myself by experiencing the conference.
When I told Kevin about that epiphany a few months later, he almost couldn’t believe it. He’d go on to record a social media video about that lesson (more on that when we talk about curation later on).
When you tell stories and speak with unreasonable passion, people can’t help but learn and be inspired by things which come to their minds but aren’t spoken by the presenters.
Call it revelation if you will, but it’s a powerful phenomenon that the best speakers and teachers know how to trigger.
Now there’s one more thing you can do to spark epiphanies in people:
Involve the Audience
Involvement teaching is when you help the audience learn by experience.
In his world famous bestseller The 7 Habits of Highly Effective People, Stephen R. Covey opens the book by explaining a now famous exercise he used to take his students through.
He starts by sharing this photo with one half of his class:
He then shares this photo with the other half:
Finally, he shares this photo with the whole class and asks whether they see an old or a young woman:
And with that, debate ensues!
The people who see the first image claim to see a young women. The people who see the second one claim to see an old woman.
So, who’s right? Doesn’t matter, it’s an issue of perception. It’s how he teaches people that how you see the problems in your life, is the problem.
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The powerful exercise does a few things very well:
When the audience becomes emotionally invested in the outcome of a story or exercise, they almost force themselves to have epiphanies! Because their pride is now on the line!
Want to spark epiphanies in your audience? Tell stories, speak with passion, and involve the audience in creative ways.
Next, let’s talk about optimizing for zingers.
Optimize for Zingers
I used to host a show every Friday called “This Call May Be Recorded.” I hosted 66 episodes and Eech week, I played up to four recorded customer service phone calls and coached them up on the air.
The biggest lesson I learned from that experience is this:
When speaking online, you should always optimize your presentation for as many zingers as possible.
What’s a zinger? It’s an articulate statement that makes your audience want to pause and write what you said. It's a sound-bite.
(Notice how that definition is focused on the behavior and feelings of the audience. Empathy first.)
When speaking from a stage, you know you’ve got a zinger when people look down to take notes or pull out their phone to take a picture of your slides. When speaking online, you know you have a zinger because people react to it in the comments (especially on live streams) or the zinger gets a lot of engagement as a standalone clip.
For example, I had an editor who clipped out noteworthy zingers from my show every week and shared them on our social media channels. And while total views is kind of a vanity metric, I still think the views and engagement are a good indicator of which ideas resonate most strongly with people. Take a look at these snapshots of the views I’ve gotten on various clips:
Part of those outcomes have to do with title-writing, but it’s also got a lot to do with the quality of the ideas.
Notice how short they are too. The longest one is only 60 seconds, and that may even be too long for a zinger.
As you prepare to speak online, practice writing and reciting your highest quality ideas as powerful zingers. Moments of articulation that inspire people. If you know you’re about to deliver a zinger, pause right before. Deliver the line with slowness, clarity, and power. Then pause once more to let it sink in. The more of these powerful moments you can fit into a presentation, the more memorable it will be.
If you pay attention to the internet’s most viral speakers, you’ll find this pattern of optimizing for zingers everywhere:
Simon Sinek, Brene Brown, Alex Hormozi, and even big celebrities like Will Smith.
On a recent flight to Salt Lake City, I sat behind a women watching a Brene Brown special. During the 90 minute flight, she must have paused the special to take a picture of the zingers highlighted on Brown’s slides over a dozen times. It was constant! That’s the kind of hold you can have on an audience when you optimize for these powerful sentences.
As you develop a habit of speaking online (what I call The Storytelling Habit) you’ll get feedback from your audience and clarity on what your zingers are on an almost daily basis. This feedback makes preparing future presentations ten times easier. Eventually, you get to a point where you can give a presentation or speech at will - all you have to do is organize the zingers you know work into a logical flow.
My favorite story of this belongs to Seth Godin.
Once at a conference, the organizers noticed that all Godin had to go off of was a small paper with three bullet-pointed stories next to them. It was clear that Godin had found his zingers, gotten feedback from his audiences, and knew what was going to strike a chord.
Ever wondered how some speakers are able to have their audience nodding and “mmmhmmm”ing like a church choir the entire time? It’s because they’ve practiced again and again and again, constantly getting feedback from their audiences, then organizing the best ones into full-length presentations.
Optimize for zingers and you’ll be able to do that too.
“But how do I come up with potential zingers in the first place?”
Conversation.
When it comes to my shows and presentations at Power Selling Pros, I leaned on my friend Stephen Dale multiple times a week to bounce new ideas off of. When I had an idea, I called Stephen almost out of the blue most times just to run an idea or zinger past him, see if he reacts, and ask for feedback.
These conversations were priceless! I knew he'd tell me whether I’ve got an awe-inspiring zinger or if I’ve completely missed the mark.
I encourage you to find someone in your life, someone who understands the ideas you want to talk about, and develop a relationship where you can call them anytime you have an idea to get their feedback on. This shortens the feedback cycle since you’re able to filter out some of the lower quality ideas without even needing to bring them to an audience.
That said, some ideas might feel incredible to you but lackluster to your conversation pals. Don’t let that discourage you! If you feel strongly enough about it, test it with your audience anyway! Let the audience decide!
Here is an example of a short text exchange Stephen and I recently had about a potential new zinger:
There’s one more thing to know about zingers…
Build Additional Content Around Zingers
Once I’ve got a zinger that I know works, I sometimes add additional power to it in three ways:
Tease the zinger by using “Fascinations”
Eddie Shleyner, Founder of VeryGoodCopy, has a brilliant Micro-Course titled “Master Fascinations.” It’s a lesson and exercise in writing “sentences designed to conjure intense curiosity and compel action, in that order…Copywriting legend, Mel Martin, invented fascinations in the 60s. Ever since, elite copywriters — from direct-mail masters like Gary Halbert and John Carlton to email genius Ben Settle — have sworn by their effectiveness, reliability, and extreme versatility.”
I want to place emphasis on the “versatility” Eddie is talking about. Since going through that course, I’ve leveraged the power of fascinations countless times in emails, landing pages, stage presentations, webinars, live streams, short videos, and personal messages to people I want to inspire to take action. It’s incredible.
To create a fascination that teases your zingers, use these two ingredients Eddie teaches:
Here are a few examples he shares (these screenshots are directly from VeryGoodCopy.com):
Once you get good at it, you can assemble an entire presentation around this pattern:
Fascination > Story > Zinger
For example:?
When I tell this story, people usually “get the joke” after I quote my teacher saying “maybe you have two stories instead of one.” So when I reveal the zinger, it adds more power to the epiphany people have already had.
Now let’s say you need to organize a 60-minute presentation. With a proper Storytelling Habit, you can quickly and effectively organize your presentation with these simple steps:
That’s it. I applied this framework to a webinar I hosted earlier in 2022 and a colleague of mine said "this is the new standard for webinars."
Now that we’ve covered how to optimize for zingers, let me briefly tell you one way that I’m making my zingers more shareable and impactful over the long-term.
Hire an Editor
Each week when we record a podcast, I have an editor who watches the full show and cuts out “zinger clips” to publish on social media. He even publishes the clips for me on all our channels.
For one of our shows, we pay a higher end editor to do this for $1,600 a month. His videos are terrific and he knows how to edit for virality.
For another show, we pay an editor in the Middle East to edit the clips and send them to us to publish ourselves for about $61 per episode. That’s roughly $12 per “zinger clip.”
It’s a no-brainer. Once you get publishing on a regular basis but don’t have the time to sift through and find all those zingers on your own, it’s very affordable to outsource the editing to someone who likes and is good at it.
Find Your Voice
There’s one more key issue to address here, and that’s the issue of finding your voice. That’s your unique taste and take that draws your people to you.
This is, in my experience, the hardest part of all this. That’s because our whole lives we’re taught to fit in. We’re taught to conform to a mold, get high test scores, and, quite literally, comply. No wonder so many people get so deep into their twenties and thirties but still have no idea what they want to contribute to the world!
To get out of the box you’ve been given and find your unique voice, to identify the value and promise that only you can offer the world, is challenging. And I don’t think the pursuit ever really ends.
But, I’ve discovered a few methods I’m confident can get us all on the path:
Discover Your Unique Point of View
Most content sounds like this:
You know what that is?... BORING.
When we’re creating content, we need to start caring more about substance and meaning. We need to move beyond the domain of generic ideas and start articulating a unique point-of-view and story on a topic.
To illustrate, here is what determines what most people will engage with:
The rule is, if your idea contains a high degree of novelty and memorability (meaning, people haven’t experienced it before and it’s easy to understand & repeat) and a high degree of storytelling about how you figured it out, that’s where the most engagement is.
If you have good storytelling but your ideas are relatively common and lack novelty, you get moderate (sometimes great!) engagement.
If you lack storytelling and a unique point-of-view on things and simply confine yourself to sharing predictable news and facts from your industry, no one will engage with you unless you say those things in an extremely memorable way.
You greatly increase the chance of people engaging with and remembering your ideas when you incorporate a unique point of view, how you figured it out, and share it in a way people haven’t heard and can easily remember.
For example:
A great and fascinating presentation starts by clarifying your unique point of view on your topic and the story of how you figured it out, and articulating it in a novel and memorable way.
Here is a simple framework you can follow to identify your unique point of view and story:
Emulate Your Favorites
I’ve mentioned Simon Sinek a few times here, so I’m going to stick with his example for a moment.
After seeing Simon’s TEDx talk in 2016, I became obsessed with his ideas. I scoured the internet and watched every last video and interview I could find of him. As a result, I started talking like him. This was actually a crucial step in me finding my own voice. I incorporated his style, ideas, and methods into my webinars and training sessions. Emulating him gave me a surge of confidence.
I wasn’t duplicating Simon Sinek’s message in it’s entirety (that wouldn’t have worked with my audience anyway). Instead, I referenced him and mimicked his style of speaking as I delivered our message.
As I exposed myself to other online speakers, I incorporated many of their styles and methods into my presentations too.
Six years after discovering Simon Sinek, I was asked during a podcast interview if I’d ever heard of him because I give off many of his same “vibes.”
As of the recording of that podcast, I hadn’t actually consumed very much Simon Sinek content for about three years. But those early days of emulation stick with me anyway.
As David Perrel puts it, “imitate, then innovate.”
Write to Start
Over the years, my ability to speak “on the fly” fluctuates up and down like a roller coaster. It’s dangerous to think you can always wing it. I know many speakers who think they can, but they’re trapped in what I call “the good job illusion.”
“The good job illusion” is when a speaker (or really any professional in any career) thinks they’re successful because people tell them “good job.” But if you ask me, “good job” is one of the most dangerous phrases you can hear from people about your work. That’s because “good job” is feedback about you, not about the people you’re supposed to serve. You don’t want people to say “good job,” you want them to say “thank you.”
One passionate speaker I know gets “good job” compliments every single time he speaks. And by all means, he is very good. But I believe he is holding himself back from becoming legendary by relishing in “the good job illusion.”
The Good Job Illusion
The best way I know of to escape the trap of always winging it and being stuck in “the good job illusion” is to write your material before you speak it.
When I sit down to write my message, the ideas become clearer. I’m able to flush out the nonsensical parts and hone in on the things that carry more power.
Going back to David Perell, in an interview with Neil Degrasse Tyson, Tyson revealed that he writes every single thing he speaks before he speaks it to an audience. What a powerful revelation!
In training one of our up-and-coming sales people at Power Selling Pros to start giving presentations, she became convinced by her own experience that writing her message before speaking it to the audience is the best way to clarify and become confident in the ideas you’re sharing.
To find, refine, and build confidence in your voice, always write first.
Ignore the Advice About Niches
My last and probably most controversial advice for finding your voice is to ignore the advice you hear about “finding a niche.” At least at first. Here’s why:
It’s impossible to find who you should serve when you don’t even know who you are.
I tried to start a marketing agency in 2019. My coaches told me over and over again to pick a niche and run with it - that was supposed to be the key to success! But I hated doing that. I had no passion or conviction in any of the niches they taught me about. And without passion, you’re toast.
I have a close friend who struggles with the same challenge. One business coach had the audacity to tell him that without a specific niche, he doesn’t have a real business.
Preposterous.
Don’t get me wrong - I’m not saying not to have a niche, I’m saying it’s not necessarily the all important step #1 that people say it is.
It’s far more important that you find your voice first. By following your curiosity and emulating your favorite people, I believe you will naturally attract people whom you can serve.
There are several examples of this (Simon Sinek is one, but I’ll spare you of more references to him):
Again, I think honing on a niche can be a powerful focus tool after you’ve found your voice. But before then? It just creates stress and feelings of overwhelm.
7 Years Later…
As a Junior in High School, I ran for student council once more. But this time, I wanted to become Student Body President.
The approach was quite similar to 4th grade…
We each set up booths in the commons area and had a “pitch” for why people should vote for us. This time, I spoke to win. I spoke with conviction, empathy, and enthusiasm. In fact, at the beginning of that school year as Junior Class Secretary, I bought a megaphone which I carried around to hype people up with all year long. I’d learned my lesson about playing to not lose 7 years ago. This time, I played to win and make a difference.
And I did.
I’m convinced that I wouldn’t have won that election, gotten the first job I did out of college, or become the CEO of my company without the ability to speak publicly - especially online.
Now there’s only one question to answer…
Where will we hear you speak?
?? Zac Garside
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