The Keyword Conversation For Conversion And Profit

Yesterday, I received a call from a delightful young man. He was getting ready to get married soon. I could tell that he was excited about something just in his tone.

He had just listened to a conversation that I had done with Glen Livingston. For those of you who don't know Glen. He is one of the best marketing minds that I know. He comes from the corporate side big leagues and has a wealth of knowledge and understanding about "why people buy (and don't buy)".

He has documented the whole idea of understanding the keyword conversion that I often speak of. The difference is that he approaches it from the survey side of the equation.

So what is a Keyword Conversation?

Keyword Conversation: This is the conversation that is going inside the head of a searcher as they are typing the keyword into the keyboard on the computer as they get ready to search for and hopefully find you to answer their question, provide a solution or bridge them to the situation that they most desire.

Having said that, here are the parts of that conversation that are running in the background.

This question starts with Purpose (The Why), Imagination of the Ideal Situation, Evaluation of the Steps To Get There, Evaluation of Current Resources and Activation Towards Goal.

Anyway, Glen and I had a talk about testing tools, different methodologies and survey methods and how the methods dovetail to each other and we decided to tape the call just in case we spoke some good ideas or insights. I took notes during this call for myself and have listened to it myself a few times. Because the information is priceless.

I am always learning something when I talk to Glen. Be sure to check out this interview. Plus 3 more here.

Back to the young man who called me yesterday. To hear the excitement in someone else's voice was very motivating.

Let me ask you a question...when has your customer, prospect or client's comments motivated you to move forward to provide a better product or service?

If you are not placing yourself to hear from, speak with and engage your customers, you are missing half of the joy of being in business. And maybe you are missing half of your profits too. (think about that one.)

One of the things that he said that I really heard was, "I called you and you answered the phone." There is no exchange of money until there is a relationship.

My response to him was, "Why wouldn't I." I may not be as good as answering every email but I do answer the phone.

If you are hiding behind your computer screen and trying to be in business you are missing a huge part of your market.

I find that the folks that I talk to - I learn from. People are all doing different things and you never know until you start the conversation.

You can get the audio that started this here.

Best Regards,

David Bullock
Advanced Testing and Survey Technologies

What Tools Work? Taguchi, DOE and multivariate Testing And Tracking

Since I have been doing this type Taguchi Marketing Work for the last several years.

I am always amazed at the new guys that come into the picture and claim that they have found some new way to do an old thing. How does that sound? All that are really coming out are better and better tools.

Tools do one and only one thing. They provide leverage.

Has anyone come out with a way to really do the testing so that maximum results can be had by the user? Good testing is a matter of test design and setup and there are some real learnings to be had in theis area. It is beyond common copywriting and ad design thinking.

Anyway, testing your advertising forces you to pay attention to your business. And paying attention is something that you should be doing anyway.

I just finished writing a review about 5 tools that are in the marketplace now. Vertster.com, KaizenTrack.com, and Splittestaccelerator.com, HyperTracker.com and AdTrackzPro.com

These are variations on testing and tracking. Some are ad trackers and others are page optimization tools. Some are set up for split testing and some are setup for more advanced testing and optimization of the sales process.

See the difference?

To me, they are tools to be deployed when necessary to get the information that I need to complete a project and get it to profitability.

All of these are tools that work for you to aid in creating pages that you can test and track to find out what is working better with your audience.

Now the question that I have is... Is it the tool or the know-how that makes a test work?

I suggest that it is not the tool. And here's why...

Just in the last week, my team and I have launched 3 new online businesses for 3 different clients all of them are in progress and should be in profit within the next week or so.

During setup, I noticed that I used 3 different tools to setup the testing and tracking for each of these sites.

Each one had a different situation and I was looking to gather different information from each of the audiences.

So within 3 totally different markets, traffic sources and products there is no way to use just one Testing and Tracking tool. Unless you are are satisfied with being limited to the one tool that you are using and having to force or do without functionality.

The best tool is your mind if it allows you to see the solution in the problem and not in the tool that that you are using as leverage your current know-how.

David Bullock
Taguchi Split Testing and Tracking Tool Review

Business Development 101 : Tools Of The Trade

I was asked a question this week that really set me back. The question was "what tools do I need to make money." What I said surprised me when I went back to listen to the conversation.

Most of you know that I don't get very excited about new tools. I believe in the basics. Use what works and don't get caught into thinking that new is always better.

So if I was lost in the world of business without no resources here's what I would need to get into profit.

A phone
A computer

The reason that I say this is because over the last 4 weeks I have been working with a local young person and that is all that she has. No fancy software. No super network of guru's or joint venture partners.

The key is to communicate and deliver.

She has a computer and she is in business making a profit. More on this success story in the coming weeks.

It did not take buying all of the ebooks in the world, master plans and hype. It only took a willingness to get to work and get started without wasting any time or money on items that will not bring a profit now.

Now to you and your business...

Are you buying tools and not getting the know-how to use them?

Businesses big and small invest in tools and services that they will never use. In the corporate world, software that is not used is called "shelfware". In the small business world, it is called "a waste of money".

Be sure that whatever you are buying brings back a return and a profit.

One of the first things that I do with clients is stop the spending. Once we have plugged the holes then we can begin to work on profits.

What profit leaks do you have in your business? What profit leaks can you plug now?

Reflect on this as you plan for 2007.

Best Regards,

David Bullock
Uncovering Hidden Profits Locked Within Your Business

Taguchi Testing For Direct Marketing - DMNews

This month there is an article about Using Taguchi Testing in DMNews.

DMNews is the one of the leading publications for the Direct Marketing Industry. Always good information here.

The article title is: Taguchi testing can triple conversion
by Bob Bly - America's Premier Copywriter.

This is the link to article.

http://www.dmnews.com/Taguchi-testing-can-triple-conversion/article/93753/

Let me know what you think of the article.

Are you testing yet?

If not, what is holding you back?

Enjoy,

David Bullock
Direct Marketing Testing And Tracking Specialist
Results-Squared.com

How Sleeping On The Job Can Actually Make More Sales

As I was reflecting on my experiences as a salesperson, I remembered an interesting transaction where a sleeping technician helped me to close a huge deal. It speaks to the the power of product demonstration,

I was selling capital equipment at the time. Anyhow, the sum of money was so large that the purchasing manufacturing company wanted to go to see the equipment I was trying to sell them in action before issuing the purchase order. Basically, a product demo.

They had a concern that the equipment would not work "for them" in their plant. Of course everybody is "special" and has special needs. So we made the trip from Tennessee to Michigan to visit a manufacturing facility where the equipment was in production.

Here's what happened. As we walked the manufacturing floor of the downstairs plant, we came across the technician that should have been operating the equipment fast asleep.

That's right sleeping. Feet up. Hat covering his eyes. We made sure that we did not wake him up from his afternoon nap.

What a demo of my product!

This technician as he slept quietly was saying loudly , "This equipment is so good - it works by itself."

The customer still knew that they had to learn new information, get months of training and work with this equipment everyday.

But lo and behold, they are standing in a plant making product. And the technician who should be running the equipment is asleep.

Immediately, one of the guys on the tour said to me, "If they can sleep with your equipment, it will really work for us - we don't sleep on the job."

This technician asleep was a great demonstration of my product. His sleeping said very loudly, "this equipment works automatically - all by itself."

A powerful innovation question for your business:

Is there a way to "demonstrate away" the major concern of your prospect?

How can you let the product speak for itself?

Who can speak for the product besides you?

This sleeping technician story speaks to the power of product demonstration, non-verbal testimonials and significant peer-to-peer social proof.

What can you do to:

1. Provide Real Social Proof
2. Let the Customer Experience Your Product Through The Eyes Of Other
3. Answer The Most Pressing Concern Of Your Prospect WIth Your Testimonials

Will your customers, speak for you? Can they speak for you?

Do you have a story that changed the way that you think about your business? I'd like to hear about it.

Best,

David Bullock
http://davidbullock.com/

Why Businesses Really Fail - Next Step, Next Action

Business Development Fundatmentals. How to get to action with your business. Getting the right things done is all about the proper thinking and execution.

I seem to have been lost in thought for the past month.

Over the last several weeks I have been pondering this one question.

"Why do some businesses fail while others prosper?"

Let me tell you what prompted this.

Earlier this month, I had the opportunity to do two programs in New Orleans with Ken McCarthy. One for local business that had been displaced because of hurricane Katrina. And then the next day, we had a day long meeting with 10 of the sharpest online business owners from Ken McCarthy's System Seminar Graduates. These business owner were looking to take their businesses to the next level. Both days were incredible.

So now follow me. Day one is with small business. Some businesses are still ideas and the owners are trying to get started. The next day with folks that are looking to grow their already existing businesses. This in a 24 hour period.

While I am in New Orleans, I do a call with Perry Marshall and Ari Galpher. And then a week later, I am in Chicago with Perry Marshall, Ari Galpher. Ken Mcarthy and Glen Livingston. These are some of the best minds in the world in terms of business development and marketing. Each has a slightly different look at getting profitable results.

The mind stretch was incredible. But here is what happened. Those two days in New Orleans really got me to think about what has to happen to grow and prosper a business. It has less to do with the new tools and techniques. It has everything to do with execution and follow through.

Then there was one question during the meeting that started the reorganization of my mindset. One of my best students, Richard Mouser (sells Water Filters) asked, "How do you think the way that you do? Where do you find the tools and ideas to do what you do?" I was stunned by the question. I had never even considered that how I think and then act was at all different. Needless to say, that question was like pressing the reset button on a computer. Thanks....Richard.

---Sidebar----

A little about Richard, we met at The System Seminar this past May. Since then he has increased his conversions from 1% to 5+% all by testing. He tells me that he has gone through the taguchimarketing.com training materials 8 times and he calls and to ask questions on a regular basis. But what I find so interesting about Richard is that he is acting on the information and new ideas. But more importantly he is applying them to his business and getting results that are incredible. Heck a 500% increase is something to write home about.

---Sidebar----

In fact, it was apparent in the fact that we were sitting in New Orleans that getting from idea to action is something that I take for granted. Ken McCarthy and I were chatting on the phone only 60 days before the event and the idea came up.

Lo and behold, we had coordinated travel, people, rooms, promotion, recording of the event in a compressed time fashion. All the while, other work was being completed. In fact, I told Ken that this would be a stretch because I had no idea how to coordinate an event of any size.

But... this is key...

I was willing to try.

I was sitting with my admin yesterday and as we were talking about the projects that we had in progress. 23 websites being build. SEO work being done. Packages being delivered. Graphic design work happening. New quotes and proposals being written. New Proejcts being evaluated. Training classes scheduled. Forums being handled. Appointments being made. High level corporate introductions in play. 4 different market entry situations.

All this happening seemingly at the same time. But with no stress. Money is flowing. New situations being handled as they come up.

So follow me now...Why is it that most can't seem to even get started or they are buying into the "next big thing" with the hope that they will get started.

Online I am seeing more and more tools being offered. Is anybody using them effectively? In fact, I was talking to a client yesterday and I told him that I was not interested in learning about any more new tools.... Why would I say that?

New tools take time to learn. And who has the time to figure out every new tool or program that comes out.

I am one to understand the basics and fundatmentals and stick to them. They work. They will always work. And any new anything that you pick up should increase your productivity not slow it down.

The question is with all the new tools, is anything getting done. Tools are designed to give us task leverage.

But leverage implies that we are completing actions. The question I have is...

Are we completing actions and accomplishing goals? Or are we buying tools and information hoping that by some magic something is going to get done and we are going to get a reward.

So of course, I when on a quest to find the best way(s) to actually execute on ideas. Get my ideas captured. Get my actions completed.

The thinking is called Action Innovation - Next Step, Next Action Complete (NSNAC). It is the "what to do". The how to do comes out of the action requirement itself.

I found the I use this thinking to get things done. Not a new tool. But new thinking.

I found that it is thinking that proceeds all the actions that we will ever take. The problem is that most business owners are depending on someone else's thinking to connect the dots for their business. Yes, there is a time to get help, more information or better tools but that should be a deliberate step in the action to completion process.

I am a process engineer, so I am always trying to figure out exactly how to not reinvent the wheel.

The tool combinations and thinking shifts have been amazing for me in the last almost 30 days. I expect my income to double along with my productivity as I move further into this.

This is a new area of thinking for me and I am attempting to articulate it. If you wish you can come along for this ride, I should prove to be interesting.

Best Regards,

David Bullock
Next Step, Next Action - Complete
www.results-squared.com

New Landing Page Conversion Optimization Tool Released

Over the last few days, I have received many questions about the website landing page response optimization program that Google is offering (beta) for their pay per click customers.

You can read all about this newly released pay per click landing page conversion optimization system here.

In a nutshell (and in plain langauge), this is a very different advertising conversion testing approach than the Taguchi Method that I use. With new online website optimization system, you will be creating a full factorial experiment which means that you will be creating *every* creative possible. With the Taguchi Method, you are testing a few landing pages to get conversion insight without testing *all* of the possible combinations. The math and the array handles the interaction effects of the different items that you are testing on the page.

My question is why would you create and run every creative or landing page when you can test a few and know the direction to go in. You are testing to save time and money. You *should not* be testing for the sake of testing just to see if a particular landing page version might work maybe. Every "maybe" is costing you money especially if you are using pay per click to drive traffic.

The fact that this process is automated does not negate the fact you still will need to get clicks to each landing page to get data. More may not be better in this case. Just because it is automated and easy to do does not mean that it is the most effective use of time and money.

As I have stated before, automation does not replace know-how and data interpretation by a human. I am looking forward to evaluating this conversion optimization tool to see how it can be used most effectively.

Having more data to interpret does not mean better or more meaningful results. Your business success is supported most importantly by innovative thinking and actual results.

For my clients, I will continue to stress the importance of experimental design and setup as the keys to successful testing. Tools only work as well as the users knowledge and experience.

Key questions:

• What to test?


• How to test?


• How to create and design the inputs for the test that will yield the most insight?

Take Care,

David Bullock
Website Optimization And Testing Specialist
Results-Squared.com

Innovation Workshop and Creativity Training For Your Business

*****
Today is Sept. 11, 2006. Did You Reflect and Remember?
*****

For the last few years, I have been studying and looking into every imaginable technique, method and training to help me do one thing.

Get out of my own head. Why??? Simple...

Innovation is the key to success in business. If you keep thinking the same thoughts, you will do the same things and get the same results.

I thought that innovation or innovative thinking only applied to product development and design. In fact, I thought that I was on to something because I was using TRIZ inventive prompts to design my ads.

But I found out last week, up close and personal, that innovation and creativity can be applied to every facet of business. If the innovation methodology is sound, you can use it to create true value out of thin air.

In fact, innovative companies seem to stay on the cutting edge and “reinvent themselves" every couple of years.

See Business Week: List of the Top Innovative Companies.

Here's the catch...

What works for the biggest companies in the world can also work for your company.

There is a fantastic company in Chicago that I visited for innovation training. The company is called The SolutionPeople. The owner and founder has worked with 50% of the 30 most innovative companies in the US. It was a true pleasure to spend time with him for a few days.

Back to the training...

In a nutshell, in a few hours, I was able to see exactly, what I was doing and not doing in my own business and develop an actionable plan to move it to the next level.

No Hype. No smoke and mirrors. No secrets of the universe revealed in 3 easy steps.

This is a proven creative thinking process that has produced over 2 billion dollars in revenue. So I am hooked and my life will never be the same.

I figure that if this innovation workshop is good enough for the multi-billion dollar companies, it is good for my business, too.

::::::::Sidebar:

Doc K told me some years ago...

"You are not a Buddha. You have to learn to get out of your own head and out of your way."

That statement changed my life for the better.

I have been trying to get out of my own head for years. I may have found an answer.

::::::::End Side Bar:

Til Next Time,

David Bullock
Innovation Engineer
www.Results-Squared.com

Website Conversion Testing Tools vs. Know-How and Knowledge

Taguchi Testing. Testing and tracking. Split testing. Mulitvariable multivariate tracking. Complete testing suites. All these tools, and the list goes on and on...

There are many buzz words in the marketing world right now. Everyone has a tool or a new program that will magically increase your conversion rates and make you all the money in the world.

Remember this...

People have not changed in the last 3000 years. The only thing that has changed is our ability to:

• communicate faster
• travel faster
• produce more stuff
• store and process more information.

If you dig down, most vendors are just selling you tools and not the knowledge required to use the tools effectively in rapidly changing environments.

This Taguchi method has been around for the last 50 years; the technique itself is not new. But the way that it is being used and understood to increase conversions in this new environment called the internet is a new thing. The best tools in the world are only as good as the people using them.

The question that I ask is “how do you use the testing and tracking tools after you get them to make the money that you are hoping for? Believe me, you can easily do a test incorrectly and learn absolutely nothing. The value is in the learning - not the tool. The tool only gives you a way to increase your sales and conversion process.

When I started doing this, the tools that you have available today did not exist. I had a tracker, a spreadsheet, a page rotator and an html editor. With those limited tools, imagine creating 18 versions of the landing page, placing different code on each one, putting them in rotation and then finding a mistake. I have often said that you can go blind trying to do this stuff manually. But that is where I started with all this. The difference was that I had a teacher to look over my shoulder and tell me what was important. So, let's just say I have a different appreciation for the tools available today.

But again, knowing how to really use the tools and how to make non-statistically based interpretations of the data is a skill.

A carpenter learns to use a manual crosscut saw before he learns to use an electric saw. Although the power saw is quick and easy to use, without the proper know-how the carpenter can easily make an ugly doghouse while the craftsman can make a mansion.

Know and understand what you are doing and the process before you invest in tools.

Tools are leverage for knowledge - not the knowledge itself.

Best Regards,

David Bullock

Results-Squared.com

The Business Formula Expanded

The Original Online Business Formula has always been:

Traffic + Conversions = Profit. (Ken McCarthy - The System Seminar)

I just had a very interesting conversation with Richard East, who is the creator of the Keyword Companion tool. During that conversation, he added another piece to that formula that expanded it a bit. His expanded formula is:

Product + Traffic + Conversions = Profit

So the question then becomes "what is the most important part of the business formula and where do you get the most leverage?" Let’s take it apart.

Product: You can buy product and resell it. You can create product. Finding a product to sell is easy. The affiliate marketing model proves this.

Traffic: You can buy traffic via pay per click. You can buy advertising online or offline to get people to your website. You can send postcards, run commercials or send emails. But there is a limit to the amount of traffic that you can get and buy. Also, list building is a form of future traffic generation. The question then becomes "is the traffic targeted to your message?" So getting traffic is not a hard task. Getting the right profitable traffic is the goal.

Conversions: This is where you have the most control. This is where you match the message to the market. The only way to do this well is by monitoring and testing your conversions, which is really seeing if what you are saying is working on the traffic that you are sending. This is the only way you will know what is working to get transactions.

For some reason I find that people are working really hard on product and traffic, and are “solving” the conversion problem by sending more traffic.

But what would happen if you really tighten up the conversion piece of the equation?

You could actually send less traffic and achieve the same or better results.

Hmm… Think about that one.

Let’s face it. Most of us do not have access to limitless amounts of traffic. Our products or services do not lend themselves to that situation. Our best direction is to improve conversions.

So here is the super-expanded formula:

Product (Product or Service)
+ Traffic Generation (Advertising, Media, Lists, Marketing)
+ Conversions (Monitoring and Testing)
----------------------------------------------------
= Profit (Gross Revenue – Costs)

All this to say…

Once you get your product or service offering in order and it is solid, find a way to get eyeballs to your website. Then, start to really work on your conversions. That is what will separate you from the rest of the pack.

Best regards,
David Bullock

Improving Conversion One Click At A Time

Conversion Rates and Transactional Velocity

In Business profit is not king. Speed is.

The key for online success is not profit margins.

I argue that it is transactional velocity. The idea is simple. Make sales first and increase the profits as you continue to engage the prospect.

Get the sales moving.

Once you have achieved conversions to sales. It is easy to increase the profit margins on the sales themselves.

It is transactional velocity which is more difficult to achieve.

Get the sale and then you have room to move. No sale means no chance at all of profit.

The only way to increase sales is to increase traffic and conversion rate. Those are your only two levers in the equation.

The more powerful lever or pivot point is to increase the conversion rate.

The audio below was an observation that I made while shopping last Saturday and it completely changed the way that I look at leverage and profitability.

Best Regards,

David Bullock

How To Optimize Your Marketing and Sales Process

Over the last few weeks, I have been looking to make this Taguchi Marketing Optimization process easy to follow. So I sat down last night and created this mind map. This is actually one of the pages of the training presentation. There is alot to know and do to have this work well but it is a good overview of the online optimization process.

The Taguchi Triz Process Steps Map can be downloaded here Taguchi Marketing Process Map.

Let me know if you have any questions.

Best Regards,

David Bullock
Results-Squared.com - Optimizing Online Sales Processes

Profit, Sales and Transactions. Do You Know The Difference?

There is a difference between profit, transactions and sales. For some reason there is a confusion here.

Profit - difference between cost of product and gross sale amount.

In the case of affiliate marketing, this amount is the commission that you can expect to receive from the vendor. So don't get excited with a high gross sale if your commission is small.

Transactions - number of sales.

Cost of Sales - very important number. If it costs you a lot of money to reach your market you may find yourself spending more money than you are making. Make sure that this doesn't happen to you.

Amount Spent On Promotion / Number of Transactions = Cost Of Sales (Keep this number as small as possible)

Best Regards,

David Bullock - TRIZ-Taguchi Ad Optimization Specialist

Taguchi Marketing Is Launched

Finally, after alot of work. The site Taguchi Marketing Site is up. Over time I plan to build this site out with all of the information that I can find about advanced testing and tracking as it relates to online marketing and sales improvement.

I have a feeling that this page will be tweaked and tested for next nine years. But for today, the site is posted.

The package is very complete and I encourage you to check it out. This is the only documentation for the TRIZ-Taguchi Method for Advertising and Marketing Optimization.

On to other matters...

Just last week, I was in California. There I was able to spend time with my Taguchi Testing Mentor, Dr. James Kowalick. One of the comments that I made was, "Imagine all of events that would to have to occur for us to be sitting together after all of these years."

I am reflective today because today is my 38th birthday. That's me born on the 4th of July. Today, I am thinking about the careers that I have had in engineering and sales. Now I am a business owner and I am still learning about marketing and business processes.

It was in 2003 that I picked up the November Inc Magazine and was exposed to how the Taguchi Method could be used for marketing optimization.

I was amazed by the possibilities. Immediately, called up Dr. K's office to see if I could somehow work with them. One thing led to another. And 3 years later, I can't even begin to tell you how my life has changed based on that one phone call.

As I look back over my life. I see a pattern of taking action, hard work, learning and then reaping the rewards. There is no way around it. I think that this is the pattern for life.

No matter what you are doing. You are going to have to put the time in and work even if for a short time to get what you want. There are no shortcuts to any success. You are going to have to at least read, listen and act on new things.

The great thing is .... You never know how things are going to turn out.

If your business is not working. It is up to you to find out why.

If it is working it is up to you to find out what is working and make it better by:

• Expanding your marketing.
• Getting more customers.
• Expanding your product offer.
• Segmenting and redefining your customer base
• Looking to set up alliances and joint ventures to tap into customers that you don't have a relationship with.

Business is not hard if you have a solid offer and pay attention to what's working and what's not.

Testing and tracking is the only thing that will allow you to "see" through the hype, concerns and circumstances that surround any situation. Either it is working or its not. There is no in between.

Til Next Time,

David Bullock - How to Use the Taguchi Marketing Testing Methods To Improve Your Profit

A Online Taguchi Marketing History Lesson

Back in 2004, I started a blog to chronicle my learning as I was first starting this project.

This was about a year after was first exposed to the taguchi method as it pertained to the online marketing space. Blogging was new then and this was a way for me to keep my notes and thoughts easily.

At that time, I was working with Dr. Kowalick directly and he was teaching me "how to think about and approach" the online channel. You may find this information valuable as it some of the early documentation for using the taguchi method as it applies increasing conversions in the online marketing space.


Take Care,

David Bullock
Taguchi Advertising and Marketing Specialist

The #1 Reason To Do Advertising Testing Online....

There is only one sane way to increase conversions. And that is by testing. How do you know that you are in the proper conversation with your customers, clients and prospects? You don't...

If you are not using the tools that are now available to monitor and improve your website, you might be wasting time and money. And you really don't have a handle on your marketplace.

When I came into this marketplace and started to test my landing pages, the tools that exist now where not available. Thus, I learned this method using an excel spreadsheet and putting together the "best" testing tools that I could find to make this work. Remember... all you are looking to track are views and conversions.

In no other media, except online, can you know so much about your prospect. You know:

Who
When
How Long...
Where
Where they went...
etc...

All this conversion increasing information is at your fingertips.

So take advantage of the information that your website (most of the time) freely gives you. You are not able to get all this information in any offline situation.

So start online and get to know your prospect.

Take Care,

David Bullock
www.DavidBullock.com