How to write a Press Release

We’ve all been waiting for it, and finally 2021 is here. Over the holidays Lennox has been buzzing with visitors. It’s been fantastic to see local businesses being supported after such a trying year.

Success stories are popping up all over the place and if that’s you, it should be part of your marketing strategy to tell people about it. Social media is great at spreading awareness, but a story in the media, whether in a newspaper, magazine or on the TV or radio is unparalleled. Getting your story ‘published’ is the best form of word-of-mouth marketing you can get. We refer to this as ‘earned media’ and it is more trusted and credible to the viewer than ‘paid (owned) media’ as it is seen as unbiased. Naturally, people get talking and before you know it, you will hopefully see an impact on your business in terms of customers and sales.

When something newsworthy happens, let the media know about it by sending them a press release. Journalists are busy bees, so when writing a press release, there is a bit of a recipe to follow to make their life easier.

  1. A Strong and Informative Title

The title is the first thing the journalist will read, so it must clearly describe your story, grab attention and not be too long. This will become your email subject when you send press release out to publications. If it’s boring, the email won’t be opened.

 

  1. Your Subheading is Everything

Journalists receive hundreds of press releases, so don’t have time to read them all. Write a sentence or two that sums up your story and this will become your subheading. Make sure you answer all the Who, Where, When, What, How and Why questions.

 

  1. Talk about the Important Things First

Your press release is not an essay. Like a news article, you need to include the most important and relevant information towards the beginning. When you’ve done this, you can go into more detail, adding quotes and interesting facts about your story.

 

  1. Include Photos with People in Them

Send photos (with people in them) along with your press release. Photos make things more engaging for readers and helps them relate to your story. By including a variety of photos that are captioned, you’ll give your story a better chance of being published.

 

  1. Quotes are important 

Boost the credibility of your story with quotes from the business owners, customers, members of the community…whoever is relevant.

 

  1. Your contact details

Often, journalists will want to get in touch to organise interviews, take photos or learn more. Include your contact details, so they can get in touch.

 

  1. Boilerplate

Appearing at the bottom of every press release, is an outline of your company, products, services, awards and website and social links.

 

And with that fine-tuned recipe, you’ll have a press release ready to send to publications. Happy writing !

 

Should I Outsource Marketing?

Barefruit Marketing Meeting

Here are 5 reasons to outsource your marketing in 2021 and beyond.

Do you need a marketing team but can’t quite justify bringing on full-time staff? Even if you already have a marketing team, perhaps you need more time for high-level strategic and creative thinking. Maybe you need additional expertise and resources for a one-off project or other elements of your marketing plan? Businesses, small and large, outsource their marketing activities to agencies to do more with less resources.

With more and more businesses outsourcing their marketing, let’s look into why it’s such an attractive option.

1. Access to expertise, resources, technology and unique perspectives
1.	Access to expertise, resources, technology and unique perspectives

By working with a marketing agency, you instantly increase your resources and capabilities for your business. Gone are the days of having an idea and not being able to execute it to the standard you’d like. When you bring on an agency to look after your marketing, you absorb their experience and expertise, as well as the technology and software they use. Agency employees are experienced in creative thinking, looking at the bigger picture and by being outside of the internal business, they bring unique perspectives to business solutions.

In-house marketing can be great, but usually you end up with a team who are all-rounders because you need them to do lot of different tasks. Agencies are able to provide businesses with people who are specialists in a particular area. Need a new brand video? An agency will have a videographer and a video editor. Need an ongoing digital campaign? An agency will have someone to look after your social media, someone for your Google Ads campaigns and someone else for your SEO strategy. These people are all experts in their field, so you know you’re getting the best of the best.

When you outsource your marketing, you instantly have the tools and the people to make your ideas come to fruition

2. You’ll save money
You'll save money

In-house marketing teams are expensive, not to mention the cost of the equipment, hardware, software and materials required to do the job professionally. When you consider the time invested in finding the right person for the job, recruitment, training and salaries, in-house marketing is quite a big investment. The average annual salary of a Marketing Manager in Australia is $90K (and that’s just for an individual). Instead, when outsourcing, your business can receive the support and expertise from an entire team of marketing professionals (top-level strategists, copywriters, creative directors, graphic designers, digital marketing experts, web developers and account handlers) for much less. Plus, an agency gives you flexibility; it’s up to you how much you want to invest, whether it be on an ongoing- or project-basis. 

3. Get things done, and faster
3.	Get things done, and faster

We get it, running a one-man show is a lot already. Employees and business owners, especially in small business, are often stretched for time, fulfilling their day-to-day responsibilities and operations. This leaves no time for strategic thinking, creative concepting, development and production of campaigns, let alone urgent advertising deadlines and ongoing digital marketing.

Sometimes it can take time to get the ball rolling on campaigns and other marketing activities when you’re doing it all yourself. If an order comes up or you’re slammed with organising a market day stall, we know your promotional efforts will slip down the list of priorities. The thing is, they really shouldn’t, especially when you are busy. When you don’t have the time, an agency does, and the promotional activity will become a constant. In turn, you’ll increase your sales and revenue at a constant too.

4. Analysis and Reporting all done for you
Reporting

It’s one thing to run a campaign and engage in marketing efforts, but it’s another thing to analyse performance. Arguably, one of the most important stages in any marketing activity is the analysis of how it performed. Understanding consumer engagement and drawing insights from the data collected will inform future marketing direction and reveal the-all-important Return on Investment. Unfortunately, there is sometimes not enough time to pick apart the data in an in-house marketing team, which is why outsourcing marketing activities can really be valuable for businesses.

Ultimately, it’s better to get the experts in to analyse the data, especially when you don’t know what you’re looking for. Further to this, some analysis tools that agencies have access to are expensive and difficult to use without proper training. We’re not saying you can’t do it, not at all. However, it’s probably more convenient and resourceful to leave it to someone who knows what to do.

5. Strategic Direction
Strategic direction

Agencies are constantly reviewing their campaigns and investigating data because it’s in their best interest to execute successful campaigns for their clients. Analysis also informs how a campaign can be improved for the future, which in turn informs strategic direction.

Business and marketing strategy go hand-in-hand. Agencies work with many different businesses to, ultimately, help the business grow and this can involve high-level strategic direction. If you’re pressed for time or feel like you’re not sure what needs to be determined when it comes to business strategy, an agency can really help. They’ve got experience with helping businesses across all industries, and they do it all day, every day.

All in all, we’re all for outsourcing marketing, no matter the size of the business. Whether it’s handing over organic social media management to an agency or having them concept and execute TVC and radio advertising. Gaining access to a team of experts who are highly experienced across many different services at a lower cost than hiring one to two internal marketers is enough reason in itself to get in touch with an agency.

Apple’s iOS Update Will Change Facebook Advertising

iOS changes that will affect Facebook Advertising

Earlier this year at the annual Worldwide Developers' Conference, Apple announced product and policy changes that will affect how data is shared across iOS. Unfortunately, the limits this change places on advertising will disrupt the growth of small businesses and the free internet.

Don’t get us wrong, we are all for proactive privacy measures and data transparency. We believe in a world where personalisation and user privacy can coexist. In saying this, we aren’t too happy about the policies Apple is bringing in.

What will change

The new iOS 14 update will force people to opt-in for their data to be tracked on their mobile device and across the web. By opting out, Apple’s proposed changes will limit your ability to effectively reach, understand and engage people on their mobile devices and across the web. This will disrupt how you control who sees your ads, understand performance of your campaigns and draw insights of user behaviour. Overtime, you may see an overall decrease in ad performance and personalisation and an increase in cost per action.

Specifically, these changes will limit your ability to:

  • “Effectively deliver ads to people based on their engagement with your business”
  • “Measure and report on conversions from certain customers”
  • “Ensure that your ads are delivered to the most relevant audiences at the right frequency”
  • “Accurately attribute app installs to people using iOS 14 and later”
  • “Predict and optimise cost per action over time and efficiently allocate budgets” (Facebook, 2020)

 

In summary

The changes to policy in the iOS 14 update will make it harder for small businesses to reach their target audience. This limits growth and ability to compete against the bigger players. It’s important to note that Facebook advertising isn’t (and shouldn’t be) the only driving force for selling online, gathering leads, building brand awareness. It is essential to create integrated campaigns across multiple platforms so that messages reach consumers in many areas of the life, not just online.

What you can do to get ready for the change

If you plan to deliver as for conversion events on your website (you can read more about this here), you may need to verify your website's domain to avoid future disruptions. Domain verification should be prioritised for domains with pixels used by multiple businesses and personal ad accounts. If you plan to deliver ads for conversion events that occur within your business apps, follow these steps.

An if you’d like to read more about these changes, visit this blog post from Facebook, explaining the iOS policy changes in-depth.

 

Northern Rivers Food – Event Management

Northern Rivers Food

Event Management

Save the date golf event

the brief

Northern Rivers Food hold a Golf Day each year to raise money for their organisation. Due to COVID-19 implications, Northern Rivers Food were not going to hold the event this year, until Barefruit offered to organise it. The goal was to organise the event, working with local food businesses and attract around 40 - 50 players. This was a fantastic opportunity to connect with another industry and build relationships for future business.  

Goody Bags for NRF Event

our response

With a six-week lead time, the priority was to find a venue and to contact local food businesses to ask if they wanted to sponsor and/ or contribute to the day. Byron Bay Golf Club agreed to hold the event and provide catering for late lunch and Barefruit became the major sponsor of the event. Northern Rivers Food wanted to provide 'goody bags' for each player and award prizes at the end of the day. Organising this involved reaching out to local food businesses and collecting donations of product. Over 15 companies donated product for the goody bags and prizes. 

Barefruit was also involved in advising how to promote the event as well as designing a digital invitation and social media content. Stone and Wood sponsored the event with a 'Bar on the Green' at hole 18. A keg was set up under a marque, accompanied by baguettes from The Bread Social and cured meats from Salumi for players to enjoy.

Goody Bags for NRF Event
Inside Goody Bag
Invitation for Golf day

the fruits

The event, held on Friday, 13 November was a great success. We attracted 54 players, who played in teams of 4. This was 4 players extra than the 2019 event! Goody bags for each player included donations of product from Brookfarm, Cape Byron Distillery, Dona Cholita, Tweed Real Food, Santos Organics, Extraordinary Foods, Mt Warning Spring Water, Northern Rivers Food and Barefruit Marketing. The Stone and Wood bar was a hit, enjoyed by all.

We were particularly proud of our Barefruit Marketing lunch bag which was part of the goody bag. We included an orange, flyer, branded pen and orange scorer in a brown lunch bag, sealed with a Barefruit sticker. 

Northern Rivers Golf day Event
Stone and Wood Bar at Golf Day
On the Green

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Business Tips to Make the Most of Summer

With the festive season and school holidays in full swing the Northern Rivers is seeing a huge influx of visitors. And, with international travel no longer an option for a Christmas getaway, this summer is going to be busier than ever before. As a small business in our area, it’s time to get creative and do what you can to capture the attention of locals and visitors. Think about how you can make valuable exchanges and build relationships to encourage future sales.

It’s time to get creative!

This summer is the perfect opportunity to gather and collect content and customers so when it goes quiet again, you’ve got something to work with. After the year 2020 was, User Generated Content (UGC) is more important than ever before. Think of ways for consumers to engage with your brand so that their experience with you is memorable and personalised. Perhaps it’s through a hashtag, a competition or discount rewarding UGC or some clever packaging.

Lennox Head Pizza have collaborated with @thepizzabib and local artist, MLak, to create quirky pizza boxes with fun artwork that is very shareable on social media. Don’t forget about print ads, either! We can expect this high season to last until after Easter, so an ad in the Lennox Wave, the Echo or other local publications will boost your brand's awareness. Loyalty cards, gift cards and repeat-sale-discounts are other ways to facilitate relationship building with consumers.

Trends to look out for in 2021

The marketing landscape has undergone significant change due to the impacts of lockdowns and social-distancing restrictions, across the world. As such, nostalgia marketing has really taken off. Why? We’re all craving the comfort of familiarity. Nostalgia is incredibly powerful, and it’s been proven to make consumers more willing to spend money on products and services. This makes nostalgia marketing  a perfect fit for any marketing strategy. When you combine emotions and connections to brands from people’s childhoods with persuasive messaging, it has a strong effect on purchase decision-making. Remember the ‘Crocodile Dundee’ Superbowl ad for Australian Tourism? That tapped into nostalgia, helping Americans connect with and build perceptions of  modern-day Australia.

Position Zero on Google

We are currently witnessing one of the biggest shifts in digital marketing in the last decade. It’s always been the goal to rank 1 on Google, but now there is a Position Zero to aim for. Position Zero is when text from a website is shown above search results. This snippet is pulled from Google’s algorithm as it is believed to be the most accurate answer to a certain query. Position Zero is what Google uses to answer voice searches, which is why it is becoming increasingly important. In 2021, ranking first in search results will still be essential to a successful SEO strategy, and being featured in Position Zero will be just as important, if not more so.

We made it through 2020! May 2021 be a fruitful year for you.

Meet Ollie! Work Experience at Barefruit

Ollie Work Experience BFM

My name is Ollie, I'm 16 and I'm in year 10 at Woodlawn. I was lucky enough to be given the amazing opportunity to join the Barefruit Marketing team for a week of work experience.

Last week I had no idea what goes on behind the scenes when it comes to Digital and TV Ads, websites and even the work that goes into designing logos and running Instagram pages. And so, I came here to learn all about it.

What I learned at Barefruit

Since I arrived at Barefruit Marketing I have learned a lot about the marketing world. The amazing staff at Barefruit have taught me so many areas of marking including, but not confined to; SEO (search engine optimisation), SEM (search engine marketing), how to write a creative design brief, the importance of social media profiles for your business and how to run one effectively. I also learnt how to understand Google Analytics and use data to improve website traffic.

My experiences during my time here

In my time at Barefruit, I have been to some meetings where I had the opportunity to listen and learn a lot. These meetings were great in helping me understand how the ads that we see on TV and the internet get from an idea in someone's head to being on your screen at home. As well as how much time and money needs to be put into making the right ads to suit your business and demographic.

I have had the chance to work with heaps of different people who specialise in different areas here at Barefruit. Such as working with Fliss, Digital Account Director, who has explained a lot to me over my first two days. She explained what SEO is and how to increase your websites credibility. She explained how Google Ads work and how we can use the data from Google Ads to improve your SEO and monitor whether the ads are effective or not.

I spent some time with Lucy, an Account Executive, who has taught me how to run and schedule a social media profile. I wrote various types of posts and completed some research tasks. Then, using the information I gathered I wrote posts for social media and newsletters.

I have worked with Charlotte, Account Executive, who has shown me how important the look and ‘aesthetic’ of a social page is to a business in this day and age. I have been making some creative posts and preparing client Christmas presents, as well as writing this blog.

Album cover Concepts for our new song

Last week I had the pleasure of doing work experience at RockingHorse Studios in Coorabell in the Byron Hinterland, with four other year 10 students, thanks to Taryn McGregor. We had an amazing time working with Paul Pilsnenics, a professional Sound Engineer who showed us our way around a recording studio and helped us write and record a song.

Our song is called ‘Feel It’ by Hula Hands and it is now on Spotify for the world to hear. We thought 'Feel It' could use a good-looking album cover so Alex, Barefruit’s Creative Lead, has been showing me the creative process of making a cover for our song. He showed me how he would use the design brief to create an on-brief design. The product was a professional album cover which conveys the feel of the song from a glance.

Hula Hands album cover 1
Hula hands album cover 2
My overall experience

I have had a great week at the Barefruit Marketing office and I have learned a lot and I really enjoyed working with all the team members I have been lucky enough to work with. This experience has given me a good insight on whether I would like going into the marketing industry when I finish school or not.

Getting Your Brand Ready for Christmas

Get ready for Xmas

It’s that time of year already…finally! After the Melbourne Cup, the festive season hits and with the longer days, daylight savings and warmer weather, Christmas is well and truly on its way. If you’re a small business, Christmas and the holiday season can be one of your busiest times of the year. So let’s make sure you’re ready.

Promotion, Sales and Discounts

Whatever you’re selling, this is the time of year when the market is saturated with promotions, deals, discounts and sales. It all kicks off with Black Friday on 29 November and Cyber Monday on 30 November in celebration of Thanksgiving. Although Australia doesn’t necessarily celebrate Thanksgiving, we’ve jumped on board anyway – any excuse for a sale! Then we’re into the Christmas rush, swiftly followed by Boxing Day and January sales. Choose which promotional method best suits your brand and make sure you give people plenty of notice. Utilise your social media channels, website and email lists. If you are Lennox-based, you will reach most of the community with the Lennox Wave. What's more, over the holiday period Helen’s bumper issue reaches locals and the many visitors to our town!

Consider Shipping Delays

With COVID-19 and the huge increase in online shopping, Australia Post and other couriers are struggling to keep up. Keep an eye on possible delays! Communicate the cut-off dates for Christmas deliveries to encourage early purchase.

Christmas Gifts for Business Partners and Loyal Customers

The festive season is a time for giving and it’s important to make sure your brand is also. Recognise the people you work with, partnerships, clients and loyal customers with a little-something-special to show they’ve made a difference to your year. It doesn’t have to be big or expensive…a card in the mail goes a long way. Again, don’t forget lead times on merchandise could be very soon.

Shop local!

Choose to shop local to support our community and local business owners. With everything that has happened this year, they really need all the support they can get. Plus, gifts are so much more special when there is a story behind them – a personal touch that cannot be matched.

Schedule your Socials

Being a business owner and wearing all those hats is full on at the best of times, so get ahead of yourself and organise what you can in advance. Batch your content and spend a few hours getting your posts created and scheduled, all the way to the beginning of January if you can! There is an in-built scheduling tool in Facebook called Creator Studio (make sure you link your Instagram and Facebook together!) and multiple scheduling apps, such as Hootsuite or Later.

2020 has been a huge year, and as a business owner we have all felt pushed to our absolute limits at times. This Christmas make sure to give yourself a break. Get refreshed for the new year, think about your goals moving forward and appreciate the fact that you made it!

Make your Facebook Ads perform like never before

When people talk about how to set up Facebook Ads, they have previously attributed success to targeting (that’s your audiences). Yes, nailing your Audience is very important as you should always be communicating with consumers who are interested and in need of your product or service. But, with Facebook comes something no other advertising channel allows: Conversion Optimisation. AKA, targeting people who are most likely to take actions in the consumer funnel.

Facebook doesn’t show your ad to every person on your audience. Your ads are only shown to a small segment of that audience. Knowing this, you’d want that segment of the audience who are shown the ad to be the most interested, and actionable consumers… so you can make more sales. With Conversion Optimisation, you can make sure your ads are served to these people.

So how does it work?

Essentially, Facebook has so much data on each individual user, that it is now possible to target people based on how they are predicted to act when served your ad. When you set up a Facebook ad, you can now tell Facebook to optimise your ad for ‘Add to Cart’ clicks or ‘Initiate checkout’ clicks, even ‘Purchase’ clicks. So, with a defined, targeted audience, and optimisation for conversion you’re well on your way to a successful Facebook ad campaign.

We've seen Conversion Optimisation work before our very own eyes!

Trust us, we have seen how tweaking conversion optimisation has completely turned a Facebook campaign around. We ran a Facebook campaign for a client whose aim was to make more online sales. In setting up the campaign, we initially selected the goal ‘Traffic’ and directed consumers to the product page on their client’s website. We’d selected this goal, because we wanted to drive much traffic to the website as possible. But we didn’t consider if that traffic would be likely to purchase. After a few days, we’d only had one sale, and so we investigated what we could do better. Then we found this article about ad optimisation. After tweaking the campaign to have the goal ‘Conversions’, and to be optimised for the ‘Add to cart’ conversion event, 70+ orders were placed within a week. We were amazed with the result of a simple tweak.

So, now that you’re convinced Conversion Optimisation is going to be your new best-friend, let’s dive into how to set up ads that will make your money well worth it.

Set up your Campaign with the goal ‘Conversions’

If you’re selling product online, then set up your Facebook campaign with the goal ‘Conversions’. This is the very first decision you make about your campaign, and you’ll need to make sure your Facebook Pixel is connected to your website in order for this type of goal to work. On a side note, here is how to create and add a Facebook Pixel to your website.

 

Facebook Campaign for Conversions Goal
Choose your Conversion Event

Now that your campaign is set up for conversions, you’ll need to select a conversion event in the Ad Set. This is a certain action a consumer takes on their path to purchasing a product and works alongside the Consumer Funnel (a nifty marketing model we still use all the time). The conversion event is where you’ll choose what action you want your audience to take.

Facebook Ad Conversion Event Selection

Now, generally speaking, we’d want people to purchase your product, so choosing the event ‘Purchase’ seems obvious. Well, actually, you’ll miss a heap of people who might be interested in your product by selected such a small segment. Referring to the Consumer Funnel below, you’ll see that at each ‘conversion event’ you move through you lose consumers along the way. Hence, the upside-down triangle, indicative of the market size for each event.

Consumer Funnel

If you’re looking to reach a lot of interested people (and especially if this is your first-time advertising on Facebook), choose either ‘Leads’ or ‘Add to Cart’. If you are running a retarget ad, you’ll want to choose an event further down the Consumer Funnel, because you know they already are interested in what you are selling. Facebook’s rule of thumb is that you need to select an event that is being completed at least 15-25 times a week. Why? Because Facebook uses the data from goal completions to help place your ad in front of consumers who are predicted to act in the same way.

Colouring-in for a Creative Mind

Remember when you were at school? When recess was the best time of the day? You were let free from class to run around until your heart was content, to climb on the monkey bars and play made-up games. You were completely present in the moment and gave your mind a break from the hard work that goes into learning. Why don’t we do this anymore? When we talk about creativity, it’s so important to relieve your mind after critical thinking and reset focus. This essentially turns over a new page in your mind, making room for new ideas and connections to be formed. It’s essential for productive creativity, yet we never allow it for ourselves.

Until now! You need to get your hands on some colouring-in material because it’s not just for kids anymore. It may not be as physical as running around on the playground, but colouring-in will help you reset your mind, leading to enhanced creativity.

Colouring-in to express yourself

As an artistic practise, colouring-in lets you express yourself in way that you cannot in your daily work and life routine. It encourages experimentation which leads to new ideas. Ever had a great idea that just hit you out of the blue? It’s very likely you were being creative and present in the moment, helping your brain make new connections and pathways. What’s more, you can strategically use specific colours to enhance this effect on the brain. As you may already know, colours have a measurable impact on how we feel and how we think. Studies have shown the using blue and green in a situation or environment helps the brain to think creatively and open it to new ideas.

Colouring-in to detox from the digital world

As creative professionals, we are being drawn into the digital world more and more. Keyboards and screens have become our new normal, so putting a pencil to paper may be the best thing you could do for you creativity all day. Your eyes will be grateful for the time away from the screen too. Colouring-in is also highly effective to wind down after work or before bed. It can give you that distinction between your workday and being at home, especially important with so many Australians working at home at the moment. As reading or walking does, you’ll feel more refreshed after some colouring-in, instead of groggy and tired from staring at the computer all day long.

Colouring-in for stress relief

Feeling overwhelmed, running out of inspiration - life is stressful, and it’s even more stressful in the current climate. Give yourself the opportunity to zen out and focus solely on what’s happening right in front of you. Colouring-in will do this for you. Studies have shown that colouring-in relieves stress and helps reduce anxiety. Colouring within the lines means you don’t have to think about screwing up the drawing, boosting self-confidence and trust in your own ability. And what happens when you feel confident within yourself, and less stressed? You’ve got more room for creativity and new ideas!

Colouring-in to practise mindfulness meditation

Sitting still is not your thing? Traditional meditation is hard to practise, but that doesn’t mean it’s not for you. Meditation is often misunderstood for a crossed-legged yogi, sitting still for hours on end. This is unrealistic for pretty much everyone, and there are plenty of other ways to practise mindfulness meditation. The essence of practising mindfulness is to be 100% present in what you are doing. When you are colouring-in, you are focused only on the drawing in front of you. This helps to block out all distractions, declutter your mind and transport you into a meditative state. This break from the demands of everyday life creates space for creative thinking to thrive and helps improve mental health.

Before you rush out the door to find the closest colouring-in book you can find, Rafiki Mwema have some gorgeous free downloads to get you started. These three colouring-in sheets are part of the colouring-in book ‘Rafiki Mwema - Colours of the World’, featuring illustrations from artists all around the world who donated their art for this book. And if the three sheets aren’t enough, you can buy the whole book! Use the code FRUIT25 to get a 25% discount. Proceeds go towards helping some of the most vulnerable children in Kenya. It's a guilt-free, creativity enhancer that you need!