Channel the Saran Wrap

The only problem with it is that it’s not environmentally friendly, so don’t channel that part of the Saran Wrap™, but grab hold of everything else and apply it to your writing, online, blogging and social media efforts.

Saran Wrap™ is:

1. Transparent. If you aren’t transparent, you’re hiding something, which makes you untrustworthy…people want to connect with people, not businesses, NOT smoke screens.Transparency is about being really genuine - don’t just be a car salesman, be a car salesman who loves sandwiches, tennis, his kids and the novel you’ve been writing for the last year.

2. Clear. Be clear about your mission, your goals, your industry, your philosophy, your blog topic, the scope of what you do. Clarity is about your own personal understanding and connection to your professional life and plan. If you aren’t clear, you’re confused, disorganized and ineffective - things that will negatively effect your productivity, overall business, relationships, etc.

3. Sticky. If folks just breeze on through your blog, website, store - you haven’t really gotten anywhere. You want to stick to them, you want them to stick to you, you want them to subscribe, bookmark, buy, sign-up, return, remember you. The point is to build a long relationship and have it expand over time.

4. Connected. Ever notice how it’s very difficult to get just a little bit of Saran Wrap™ off the roll? The wrap is so connected to itself, like brothers in arms, a VERY tight network. Use this in two ways: 1) build your own network via your blog and your social networks and, 2) encourage this network to tell their own networks about you as well.

5. Become ‘the’ word to the extent that people think your name represents the entire industry - think Kleenex™ here. Saran Wrap™ is a registered trademark brand name, the product is actually plastic wrap. Word of mouth and a good product has made them the industry leader, standard and mascot.

6. Tools. One box, all you need. Saran Wrap™ has the container, the wrap, the cardboard tube that keeps the wrap in check, the metal teeth to cut the wrap. Have all of the tools people need at the ready. Make it easy for them to contact you, purchase your product or service, use your product or service, tell their friends about their contact or service, etc.

Ghostwriting blogs: at what cost?

I spend a lot of time on this blog talking about how important it is to be authentic in social media (including blogs). I’m even in the midst of writing an ebook on the subject with my good friend, Ron Miller. And, yet, I’m on the deep end of a controversial debate about blogging itself.

The debate looks like this: is it okay to have someone else write your blog? And it sounds just plain UGLY.

I’ve got to say I ride the fence, see both sides, struggle intensely and feel many things when this gets discussed. But, if I had to choose, I’d say it’s okay (and I have some guidelines that I follow).

Side ONE

I absolutely ghostwrite blogs for certain clients, I’m proud of my work and I feel good about the services I offer. My reasons for doing so:

1. I love blogging and think it is an incredible and beneficial practice that everyone should have the option to enjoy.

2. Some people seriously can’t write. Why is it that writing is taken for granted and design isn’t? Is it because we all learned how to read and write in the 1st grade, but only some people learned graphic/web design. There is a difference between being able to literally write letters and being able to write skillful copy or prose. The ‘I can write, so I’m a writer‘ assumption is inherently flawed.

3. I don’t think a writing inability should exclude a person from the power and joy of blogging.

4. Time. Many people want to focus on their business and don’t have the time to write their blog. The number one reason for blog failure is time and commitment.

5. As best as I can, I approach blog ghostwriting like I approach all marketing writing: I listen to my client’s voice, personality, passions, business mission/goals/philosophy. I do market research and immerse myself in their industry. We talk regularly so that the blog really is theirs, I’m just the writing vehicle. (Disclaimer: This last part does not always happen, but it is always my goal to educate the client about its importance and then move in that direction).

6. I love blog writing - it is my all time favorite writing platform, so the work gives me great (and steady) work that I simply adore.

7. I wonder if there are two levels of blogging - or maybe a million, maybe there are as many levels as there are bloggers. The level is determined by the desired result. Are you looking to showcase a portfolio, write, hear your voice, connect with others, sell something, document a process, establish yourself as an expert, be public, be private, build a business, offer services…?

In some of these scenarios, it makes no sense, and in effect, would be detrimental to have someone else blog for you, in others…not so much. Can an architect document their process for a project with pictures, plans, etc. but have me write the accompanying text so that it sounds good? Can they tell me their philosophies and have me create copy that will be readable so that they can widen the net they cast? I’m going to say yes.

Side TWO

1. I understand the other side. The side that says that any blog value will be lost when the owner is not the author. I get it because it is all too true for my own blog. No one else could write this blog for me and get the same results (most definitively, because I’m a writer - so it would just be wrong. But if I was a prize-winning baker that was dyslexic? Different story).

2. This scenario was pitched to me: what if someone came up to one of your clients at a cocktail party or networking event and started talking to them about a blog post and they had no idea what they’d said (really, what I’d written). Of course, I see that this poses a problem. If someone writes your blog for you, you need to read it - and, as I mentioned in #5 above, it’s best if you are involved in the ideas and philosophies that stand behind the blog.

3. But, just two days ago, someone started talking to me about something that I wrote and it took me (someone literally married to and consumed by this url) a bit of discussion before I could locate the exact post they were talking about. It’s not out of the question that a blogger might need some time and help to identify each of their posts.

4. Back to #7 above, I think there are so many different kinds of blogs - some would be decidedly wrecked if they were written by someone else.

5. There’s also an honesty issue at play here…I know and understand that some people, if they found out that a blog they read was written by someone else, would feel lied to - that the blog was misrepresented. One of my clients insisted that we be transparent about the fact that I wrote for her - and the whys and hows - it was quite interesting, not to mention fun, to be a tag team visible to the world.

Wow - I’m rereading this and seeing that I’m heavy handed on the ‘it’s okay to ghostwrite a blog’ side…maybe it’s because I feel good about the how and why I do it. I’m not just filling someone’s blog with salesy, impersonal ‘crap’ (’scuse my French)…see how there are so many levels to this debate?

I know that a lot of you feel very differently and quite strongly about this topic - so let’s hear it! Because on this blog, there is plenty of room for discussion…we’re looking at the world through multi-lensed (and rose-colored) glasses ’round here.

FYI, for the record, I do not think it’s okay for a ghostwriter to write someone’s social media (Twitter, for example) conversations or to respond to blog comments (though if a client really can NOT write, I will edit the text). I know there has been a lot of conversation about how you can draw a line here, but I think it’s simple - a post is an article, a conversation or content posted on a social media site or as a comment on another blog is different. Regardless, this post is about ghostwriting blogs.

Update: I love what Alisa Bowman added to the conversation below in the comments. She is a ghostwriter and she puts this soooo well:

“I see it as an exchange of skills: One person has the idea (ideal world) and I have the skills (way of putting that idea on paper).”

What comes first? The social networking or the egg?

And by ‘egg,’ I mean ‘blog.’

Beth Harte and Geoff Livingston recently wrote a great article about weeding out the ‘carpetbagger’ social media experts. In their list of 25 things to watch out for, I agreed wholeheartedly with 22 of them - and feel quite strongly about the three I disagree with.

The first point: ‘First recommendation is to blog’ is tackled below - the other two (blog ghostwriting and personal branding) are coming soon.

I can see why it might not always be the right first step for every single person or company. But, I have a hard time swallowing the notion that blogging first might be a misstep for most people - or that its suggestion would make the suggester a ‘carpetbagger.’ I started with my blog and then walked onto the social media scene, and my chosen order was highly beneficial for me, both personally and professionally. Here’s why:

1. Slow, steady, safe pace. My blog gave me a quiet place to watch my ideas develop and be instantly published. At first, no one was even looking, then readers started to show up, then their comments arrived. I had time to find my voice and learn how to respond to people in this medium. If you haven’t noticed, social media happens fast - especially on Twitter - and jumping into the networking madness before I really knew myself online (or how ‘online’ worked) was not the best choice for me.

2. Reason to interact. When you first start reaching out on social networks, sharing your blog content is a great way to introduce yourself (and I don’t mean in a pushy, salesy way) - but it does give you something to say. Having written your posts, you’ve obviously formulated your own opinions on topics that you will now feel confident discussing. Also, as a blogger, you have a healthy dose of appreciation for the other bloggers out there and it’s something you have in common (writing, tech, design, functionality, etc.) to connect about.

3. Portfolio, calling card, resume. Your blog is all of these things - so when people check out your Twitter, LinkedIn, Facebook, (etc.) page or bio, they have a clickable link that immediately provides an in-depth look into who you are and what you do. When I go to someone’s Twitter bio, for example, and there is no site/blog listed, I have virtually nowhere to go - no way to connect, forge a relationship or network. In this scenario, there is only a small amount of information available that tells me what this person can do for me and what I can do for them. Personally, when I network, I want all of my talents and skills visible to maximize my connection possibilities.

4. Blogs, by definition, expand our ability to be found online. My blog is part of my social networking world. Before I even set foot onto a social networking site, I had built a community around my blog. Then, my blog and my social networking sites blended, merged and grew together - and they continue to do so. In fact, both my blog and my social networks feed each other via organic searches, as well as word of mouth. (people find my blog and then come to follow me on Twitter and vice versa).

A blog is a brilliant way to establish an online presence by letting the world know all about you and your thoughts on everything connected to your industry and area of expertise.

5. Blog as listening tool. I don’t care what your business is - you have to listen to clients, customers, colleagues, peers, the world to succeed. Otherwise you won’t know what they want, why they want it or how you can give it to them. Blogs are a great listening tool because you can ask questions, listen to comments and watch your stat diagnostics (what people are searching for and reading). Of course, social media is a great listening tool as well (would never suggest otherwise).

6. Freedom and ownership. With so many rules and guidelines, blogs allow you to publish, to own, to think your thoughts and explore without being at the whim of a publisher. Your own real estate is always a great place to start…didn’t Madonna start off by singing and dancing around the house in her underwear? Certainly not on the world stage.

And, at the end of the day, I love blogs because they allow for so many different opinions - no one has to be right or wrong, but the arguments can and should be heard and discussed.

What did you do first? Blog or social networking?

Do you feel strongly that one or the other should happen first?

When you are so 2009 & your web copy is so 1987

One of my clients, whom I’m teaching how to blog, asked the other day about my first blog post. Here’s a snippet:

As a writer without a blog, I’ve been like a butcher without a taste for meat, a dog trainer without a dog, a rockstar without a microphone….

And, as I read those words (and had a good chuckle), I realized that something was missing again. This time, the missing piece is up-to-date, umm, updates on my static pages.

When was the last time you read through your website?

Mine had been virtually ignored for a long, long time. All of my attention has been on my blog, but guess what? My site’s homepage is the #2 referrer to my blog. What’s on there is important - it is, of course, where people go to find out more, discover what’s in it for them and how they can use me to make their lives better…

Things to do when revising your static website copy:

1. Personalize. Could your website belong to anyone in your industry? My old homepage was very generic, talking about ‘results-magnetized copy’ and being ‘a full-service copywriting and marketing company’ - it didn’t stand out at all. I was noticeably absent. Where was my personal brand?

2. Accuracy. When I first wrote my site (yes, this was the first time I’ve revised since I originally wrote the site, cough, cough, oy vey), I concentrated on different services than I offer today. My company, skills and knowledge have grown dramatically and, while this was all documented on my blog, it wasn’t reflected on the rest of my site.

3. Blog Ties. In case you haven’t noticed, I love blogs. This is where I let it all out and where you really get to know me. So, here’s what I did: on my homepage, instead of linking to static info about my services, I linked my main services: Writing, Consulting, Speaking and Mentoring to blog posts where I discuss these bits about myself and my business…might change them at any point if I write something I like more…

4. Write what you want. What do you want your business to look like? Put it on your site. Ever seen the tagline, Write where you want to go???? That’s what I meant. Take action with your words, make it happen. Your website (and blog) are your very own real estate - the rules are your own, the sky is the limit. This is what I help my clients do because it’s what I’ve learned to do for myself.

Check out the new copy by clicking on the typewriter key navigation above…specifically, the ‘H’ for home and the ‘S’ for services. And, if you change your site, let me know - I’d love to see how you grab this bull by the horns…

The best things you could ever write about

While I’m interested in a pretty wide range of things in this world, there are plenty of things that I’m profoundly not into. GI Joe & Barbie, Velveeta, heavy metal, comic books, hunting, skydiving, fruit cake and video games top the list.

Can you imagine if I had to write about them? Sitting down in front of the blank screen, I can imagine searching wildly for my muse to no avail - she hightailed it to a beach in Tahiti at the first mention of Toys-R-Us.

Whether you’re a marketing copywriter, a freelance writer, a blogger and/or a business owner, you will always be looking for good content, the next job and the mojo to write and make it good.

Of course, I understand the argument that the need for a paycheck might necessitate that we write about things we aren’t inspired by. But, really?  I’m taking issue with that concept.

What if I follow my interests and because these things light me up so brilliantly, I write so well that I get accolades for that work and then more of that same kind of work? What if it becomes a self-fulfilling prophecy?

I’ve written before about the fact that your energy comes through to your readers via your writing. That readers pick up on your writing emotions, even if they can’t really identify why they feel a certain way. So, if you write about GI Joe and don’t like him (or what he stands for or how he directs kids’ play into war and fighting), the reader will get that - no matter how subliminally. And let’s just say it won’t be the best ad copy we’ve ever seen.

If you’re a great or solid writer, it’ll be fine. But, don’t you want more than that? Don’t you want to be inspired, fed by your work creatively, satisfied, feeling good, making a difference with your words?

I do.

How do you self-promote in hard times?

I’m so pleased to offer up a dear friend and colleague to you all today. Bonnie Marcus, Women’s Business Coach Extraordinaire, is taking the healm with this fantastic guest post. As we’re faced with a deluge of grim news, Bonnie takes us back to the heart of the matter, pumps us up and sends us out to do what we do best, what we’re meant to do. Enjoy…(and make sure to check out Bonnie’s blog).

Promote Yourself with Passion and Confidence

Why is self promotion so difficult for us? The fact is that we just don’t feel comfortable “bragging” about ourselves and so we often come up short when we attempt to promote ourselves. Because we are not comfortable in the way we are promoting ourselves, we are also less effective.

So is there a way to be effective and feel comfortable when we sell ourselves and our services?

Here’s the GOOD NEWS!  Yes, there is a way to effectively promote yourself and feel comfortable doing it.
Here are some statements to consider:

• People respond to passion and excitement
• People respond when you are authentic and sincere
• People like to hear stories

When you craft your message to be more personal and more passionate, people respond in a positive way. Wouldn’t you rather hear someone speak with excitement about themselves and their profession and how they got started in business than hear another awkward formal elevator pitch? Do you tend to tune out those elevator speeches after a while?
It is possible to create a message with such passion and sincerity that no one will be able to tune you out. Your message is too compelling to ignore.

Tap into your passion and purpose and craft a message to promote yourself and your services. Tell a story. Make it conversational.

Here is an example of a passion and purpose statement:

Selling has always been one of my passions. In my 25 years of corporate experience, I have held many sales positions and delivered sales training programs. Sales training programs are great. They help people to know what to do during a sales call; how to use the right questions, how to close the sale, how to talk about features and benefits, all of which are worthwhile.

But none of the sales programs focus on what needs to happen first. What inner work is necessary before you start the process or pick up the phone? What work is necessary to get over your fears and limiting beliefs that are holding you back from promoting yourself and your business? I have found over and over again that this is an issue with many talented people. They have so much to offer yet are hesitant to promote themselves.

As a certified business coach, I assist people with this inner work and I am so excited when I help someone overcome these barriers and successfully promote themselves and grow their businesses.

Now, what do you love about what you do? What is your purpose? Think about the above questions and take a few minutes to compose your message. Read it out loud.

After you’ve read it, if you say to yourself, “so what”, then start over. You should feel the energy when you read it.

Let this be an ongoing exercise. Continually review your message and modify or add to it to keep it exciting and interesting. Practice saying it out loud until you’re comfortable. Practice saying it to others. Note their reaction. Put all your energy and passion into the content and delivery.

After all, this is YOUR story. No one else has this story. It’s your unique look at the passion and purpose in what you do.

Top 7 reasons NOT to stop marketing during a recession

1. Because your competitors will. The knee jerk reaction to the recession is to cut advertising. The classic example from the Great Depression is Ford and Chevrolet. Ford was outselling Chevrolet considerably at the outset of the Depression. Ford reduced advertising when the economy plunged while Chevrolet moved along with an aggressive marketing plan - and they virtually switched positions within the marketplace.

2. Because a market presence is essential. Companies that disappear from the public eye realize a negative outcome with current customers - it’s a sign to the customer that the company is weak and unstable. The absence breeds fear and distrust in their minds. Many businesses pull funding from ‘non-essential’ expenses and make the mistake that marketing is one of them. But, if you aren’t being ’seen’ by potential customers, where is the business going to come from? How will it grow? What does it say about the state of your business?

3. Recession does not equal complete business failure or dissolution. People still spent money during the Great Depression (and through every economic recession this country has experienced). How will they know to spend money with you? As we all know from Marketing 101, people buy products because, among other reasons, they like the image and message behind a product - and marketing is your mouthpiece.

The businesses that boomed during the 1930’s did so for one reason and one reason only: the did not reduce, and many expanded, their advertising efforts. Proctor & Gamble is a great example of a company that increased ad spending throughout the Great Depression, and every recession since, and has seen consistent revenue increases as a result.

4. During an economic downturn, people are desperately looking for security, safety, savings, deals, good things, distractions. Figure out how your company, services, products and your message can communicate and deliver these things. Be part of the solution - this is an opportunity.

Look at the movie industry. The last few weeks have brought record numbers for big screen openings; people are spending money at the movies. Consider the reasons why. Connect to those reasons with your marketing message.

5. Think about another scenario when a business might not have a lot of money but needs to build the business. During the beginning or start-up phase of any business - when funds are likely low - marketing and promotion is key. No one can hire you or use your goods and services if they don’t know who or why you exist.

6. The recession will end. And the best place for you to be at that point is still in the game. Still working, having been creative, having learned - and still operating and visible. Imagine the message you’ll send to customers as we pull out of the downturn.

7. You have your own mind. Apparently, the companies that fared the best during the Great Depression are those that paid absolutely no mind to it. They charged ahead, believing in their product, understanding that their customers still needed them. Fake it till you make it? Perhaps. I prefer to think it’s a matter of attitude, optimism and fortitude.

Why you can’t quantify the ROI of Social Media & Blogging

When I’m working with a client to start a blog and/or use social media to grow their business, I’m always asked for the ROI (return on investment) because most people love the security of ‘if you give the Starbuck’s guy $5.00, he’ll give you a small coffee.’

But, using social media & blogging to grow your business doesn’t have a predictable ROI, or at least not one as quantifiable as the coffee example.

Here are some things that are guaranteed through the use of blogging & social media:

• Increased traffic to your website
• Increased rank
• Increased searchability

But guess what? These guarantees come with huge IF’s attached.

You’ll only get increased traffic, rank and searchability on your blog if you:

• Write on a regular basis
• Provide quality content and valuable information
• Link out
• Listen to what your readers or potential readers are looking for
• Read and comment meaningfully on other blogs

You’ll only get increased traffic, rank and searchability to your site with social media if you:

• Participate consistently
• Listen
• Give more than you take
• Are authentic
• Provide quality content and valuable information
• Join in for the conversation and to learn - not just for the sale

But, there’s another huge reason why the ROI is a big IF. You may not know this, but I’m a yoga teacher with over 500 hours in training - I used to teach guest yoga and workshops at Kripalu Center - and it was one of the creative and giving highlights of my life. And, one of the many lessons I learned through my own practice and from my teachers was that no two people will ever experience or do a yoga posture in the same way. In fact, you, yourself, will not do a yoga posture the same way twice - because we are all unique, moment to moment.

Think about that. I’m older hour by hour, I’ve learned new information, I’m tired, I’m excited about something - but I’m never the same, so I can’t experience or do anything in the same way. This applies to blogging & social media and the unquantifiable-ness of ROI because no one will behave the same way from day to day or network to network. The pose, if you will, consistently changes…and so do the results.

So, your performance on your blog and on your social networks depends on you:

• Are your eyes open to networking?
• Do you take opportunities?
• Are you creative when you network?
• Do you experiment? See what works, try new things, recalibrate, re-try?

And, finally, I (literally just) had this question answered by Chris Brogan (social media expert and fantastic blogger) on a livestream podcast. He said there is no ROI for blogging & social media. They are tools, part of a communications and marketing strategy. Your sales closing process determines your ROI.

Very good point. Blogging & Social Media make connections, they get you to the people - you have to close the deal. Though, how you behave in those places directly impacts who you attract and your reputation while setting the foundation for said deal closings.

Like another successful tool, blogging & social media work if you work ‘em. It’s all up to you - and I have all the confidence in the world that you can make it happen.

Competition, Humility, Reality

I met a new person yesterday. She asked me what I did for a living, and swear to god, she got really excited by my answer.

No, I didn’t lie and say that I’m a New York Times bestselling author. I said that I am a marketing writer for web & print and that I ghostwrite blogs. I can only imagine that the mystique of blogging, writing and ghostwriting got the best of her.

And you know what? It was really nice to hear that she thought what I did, and therefore I - myself, was exciting. Because this world of copywriters and social media experts is really odd, or rather, it presents an odd and dichotomous phenomenon.

Side 1. When I’m in the middle of it, say on Twitter, surrounded by a bevy of heavy hitters in the world of writing and social media, I can start to feel pretty small. And, not in a pity party kind of way. I’m proud of the business that I’ve built and how hard I work, but, on Twitter especially, it’s like a live newsfeed of people getting huge jobs and speaking at national conferences and launching new ventures with Fortune 500 companies and…so many other outstanding feats.

It can be humbling. There are random thoughts of who do I think I am?, I can’t compete, and even worse, trying to be something that I’m not in order to somehow compete with the big kids.

Side 2. When I’m not on my computer, this life and work look dramatically different. As evidenced by the story I launched this post with, I’m regularly seen as someone who does something really cool and who possesses knowledge about a world that few know about. To some degree, I’m extraordinary; occassionally, I’m envied.

The reality is that it’s all true. I am a small fish in a big sea…and what I do is fairly cutting edge and cool. It’s really just a matter of perspective.

But, what’s really important is what happens in my office and on this computer every day. No matter what anyone else is doing or thinking. I write, I learn, I consult, I produce, I collaborate, I network, I publish, I follow opportunities, I multitask, I procrastinate, I fail, I suceed, I do good work for myself, for my clients and for my community - both on and offline.

And? I like it.

I’d love to have you join this conversation with a comment. I talk back 99% of the time with a follow-up comment or an email…

raw authenticity and a huge mirror

Last week, I went to my monthly women’s networking event. Because I so love what I do, I enjoy these events thoroughly (really, can you believe I never tire of talking about myself?) This particular event was called ’speed networking’ - a whirlwind of loudness as we all shouted our greatest hits to each other within the allotted 5 minutes. That said, I made several strong contacts…one in particular.

She’s in the business of Innovative Entertainment Marketing (independent, cause-themed films), and as we talked, we realized we had some very strong outside links to each other that ended up making our tête-à-tête more of a reunion than a first meet. We also have a mutual close friend that has been talking us up to each other for months, so we already felt like we knew each other.

Raw Authenticity

Anyway, when she found out what I do (copywriting, marketing, blogging, social media - in case you forgot), she said immediately, “I need to hire you. I hire bloggers/writers for every film.”

And then, I hugged her.

At the time it was a totally natural response, raw authenticity. Our conversation had been one big love fest. She hugged me back, we were all giddy, the conversation continued.

But, when I got into bed later that night…it started to nag torment me. Why did I hug her? What was I thinking? The voice over of the video playing repeatedly in my head (what I imagined the recipient of my hug must have been thinking): ‘Julie Roads is so desperate for work she actually hugs people that consider hiring her.’

Let’s have a realty recap: 1. I almost have more business than I can handle - but, hey - nice insecurity, Julie! 2. I was hugging her because it was my reaction to another notch in our ‘look at all that we have in common’ belt. 3. She hugged me back and kept on talking about the work.

A Huge Mirror

I woke up the next morning to a new voicemail, not from my huggee, but from a woman that I had serendipitously met a week earlier. Long story short: her family was playing on our community playset, we started talking, she got very excited when she heard about my work, took my card.

Her voicemail message was a bit of a love letter: “…have read your site and your blog, everything is so amazing, can’t wait to work with you, we met at exactly the right time…” We talked a few hours later and the love fest continued. In fact, she told me she had a crush on me and the idea of all that we would do together.

Now that is raw authenticity. No holds barred. She didn’t mean that she literally wanted me. Just that everything was converging in her life, I was a final piece, she couldn’t get over the synchronicity - her glee felt like a crush. More or less, she leapt through the phone and gave me a hug.

And as the reciever of this hug, it felt great. I found myself admiring her ability to be so authentic, not thinking she was a desparate, psychotic freak.

And then, I got it. There is it was, like a big, huge mirror right in front of my face.

So? I embraced my hug from the night before, and then, I let it go. It was just being me, after all.