Be the Whistle Blower!

You need to show them all the tricks that bankers, brokers, accountants and attorneys play on them. It’s like this:

If a magician shows you how he cuts a lady in half, can he ever trick you with that again? No way! So, for example, if you show them how brokers and bankers purposely do things to harm them for the banker’s or broker’s own benefit, they know that you would never do it to them because you’ve just shown them how the trick works. You wouldn’t try to trick them with something that they already knew about! You look like their knight in shining armor.

Let me give you an example: Let them know that the banker or broker could have easily titled their account to bypass probate but didn’t. No cost. No hassle. But they didn’t do it. Why?

Explain to them that the reason POD’s and TOD’s weren’t disclosed was so that their account would stay with the banker or broker during the 6-month to 2-year + probate process. Why? So the banker and broker could make money on them when they are dead. These skeptical retirees are ticked at everyone but you. By letting them know how the whole system works, you have a friend for life.

The 87% That Are Untouchable!


That is the point Malcolm Gladwell makes in his book, Tipping Point. The only way to reach these people is to create a marketing system that spreads like an EPIDEMIC! Can you ignore the Black Plague by simply not answering your phone or not going to a seminar?

No. If the Black Plague existed today in epidemic proportions, you would not be able to hide from it anywhere. Not in your home, your basement or under your bed. Nowhere.

So you must create the equivalent of an epidemic. (See next article on how to create an Epidemic of prospects)

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How to Reach the 87% of Retirees that Don’t Respond to Marketing

Beating a Dead Horse

It is has been stated in many studies about the retirement market that, depending on the study you look at, only 13% of retirees will ever attend a seminar.* This fact has been staring us in the face for years now, and we’ve been ignoring it. We only get a 1% response rate to our mailers (if we’re lucky).  People that attend tell us that they have been to 5 or 6 seminars over the last year or so. That means it’s the same small percentage of retirees attending seminars over and over. NO WONDER seminar marketing isn’t working any more.

We’ve been beating that horse to death for years now!

What About the Untouchables?

I’m assuming that you are in the financial industry, so you must have crunched the numbers by now…THAT MEANS WE ARE MISSING THE OTHER 87%! These are the same people that have put their names on the “Do Not Call List.” The same people that throw all of your marketing dollars in the trash every time you do a seminar mailing:

     5,000 piece (at most) mailing @ 65 cents per piece = $3,250

     Only 50 reserve a spot meaning that 4,950 do not

     4,950 * 65 cents = $3,217 of your mailing went right in the GARBAGE

They have completely insulated themselves against you and your message. That’s the bad news….

The good news is they’ve insulated themselves from everyone else too!

Stop Ignoring the 87%!

Why does 87% of the retirement population make themselves untouchable? They don’t want to be bothered. They don’t want to be screwed. And they don’t want to talk to anyone who might do either to them.

They also feel that what they don’t know won’t hurt them. That is why they are such a great market! We can have the biggest impact on them. We can help them fix and achieve things that they never knew were possible! We will be the first people to share concepts that have been around for some time and that we consider basic…but to them they will be eye-opening and extremely impressive.

To us, who are surrounded by everyday conveniences, a microwave may not be impressive…however, what would a 1950’s housewife think if you popped back in time and gave her one? ”It’s a bloody miracle!  How does it do that!  I need one of these right now!  I can’t wait to tell every single person I know about this godsend!”

What those of us that have been relying on workshops or lame lead programs have failed to recognize is that we have the equivalent of the 1950’s housewife staring us in the face and have been ignoring it as a possible market. 

If you could sit down with someone that had ignored all “financial messengers” for the past 15 years, do you think they might be surprised and impressed by a few things like…

· A method to increase your clients income by 25% or more

· Techniques to pull money out of their IRA’s without increasing their taxes

· What kind of mess they would be in if they didn’t have a Power of Attorney

· How to reduce their taxes with a bit of financial planning?

· Or, any of your other unique solutions?

Sure, you and I look at these techniques as “old hat,” but to them it is magic. They are impressed and amazed because not only do they not know how to do it…they didn’t even know it was possible. They have never let an advisor in to inform them of these things. They have never been to a seminar to learn these things even exist!

Not only that, but you can actually feed into their natural skepticism by showing them the “tricks of the trade.” When you show a skeptical person how someone was trying to take advantage of them, they are your best buddy for life.  It’s now you and them against the world! And you form a bond like you’ve known each other for years. (See the next article… Be the Whistle Blower)

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Getting the Millionaire Next Door… Part Deux

Tapping into the Small Business owner market can be one of the best things for your practice.  It takes very little effort, but it requires patience.  It’s well worth the effort in the end.  IF… you do it the right way.

What’s the right way?  To get in front of Small Business Owners the day they sell their company for $3, $5 or $15 million…

How good would that be?  If you are lucky enough to land a Small Business Owner that just sold his/her biz, they are great clients!  They are great to work with.  They don’t claim to know anything about financial issues; they don’t read financial magazines or want to do the planning on their own.  And most importantly…they’re loyal. 

Plus, they represent many opportunities:

  • They have money
  • There is an opportunity for Life Insurance
  • There is an opportunity for investment planning
  • Many times, they have connections to other small business owners

How do you get in front of them? 

Timing is everything.  Small Business Owners are used to working a ton of hours, they don’t come to seminars and these people often do not have money to invest until they sell their business.  Small Business owners don’t have a Financial Advisor… until they need one, which is usually at the sale of their business. 

There are ways to get in front of Small Business Owners:

  • Go to your local Chamber of Commerce presentations
  • Network Groups (i.e., Linked in)
  • Cold calling
  • Referrals (but that doesn’t happen very often)
  • Property Casualty

Some of the ways to find these people may be more appealing than others to you, but keep in mind there are many opportunities to find Small Business Owners. 

But the best way to capture Small Business Owners…

Is by dripping on them.   You can find lists of small business owners in your community by becoming a member of your local Chamber of Commerce or through business directory listings. 

We don’t know when they are going to sell.  It could be one year, it could be three years, it could be seven years or maybe only a month.  Many times, they don’t know when they are going to sell their business and therefore, we don’t know when they are going to sell, either.   So, there is only one way to be in front of them at the right time. 

ALWAYS drip on them! Be in front of them at least once a month with issues that pertain to their business.  You can’t drip on them with the same, typical pitch you would use to your prospects it can’t be financial! 


Small Business Owners are unlike your other clients.  They have some specific characteristics:

  • They had an idea and started a business
  • They spend all their time in the business
  • They put most or all their money in their business
  • Their business is their retirement plan
  • All their risk is in the business

Since all their risk is currently in their business, they are very conservative with anything that is left.

They aren’t interested in what we have to offer, while they are actively working in their business…

It’s only AFTER they sell their business, that they want investment help from us. 

If you drip on them the same way as you would your prospects, you won’t be successful.  They don’t need any of that stuff right now…they will need it when they sell their business, but not until then. 

So, what kind of information would they find helpful?  What kind of information would demonstrate our expertise with small business people?  What do they need information on? 

Here’s some business management ideas:

  • Help finding new customers and marketing
  • Protecting their business
  • Tax savings ideas for small businesses
  • Property casualty related issues
  • Help lowering expenses…like the fees they have to pay on credit card transactions
  • Banking, credit, loans, cost savings ideas
  • Legal issues with their business
  • Employee retirement plans

Where do you get information on those kinds of topics? 

There are many resources to get this type of information, but to give you an idea; here are a few different suggestions.  Keep in mind, this is just a scratch of the surface, there are many, many resources like these. 

  • Finding customers

Examples: (you’ll find a whole library of articles that are pertinent to small business owners.)

  • Taxes

Examples:  (Also has a newsletter for purchase)

  • Banking


Your drip needs to focus on those topics

Now, don’t get me wrong… you do want to throw in an occasional financial topic about:

  • Tax planning
  • Income Planning for the future
  • Retirement Planning
  • Key Man insurance planning

What do I mean by occasional? 

You can have a financial contact once every 7 or 8 contacts.   After 6 or 7 contacts of helpful advice, things that they can use every day in their business, then it is okay for you throw in a financial touch. 

Frequency and type of contact is critical

Keep in mind, the frequency of the contact and the type of content are the important parts (not the delivery method).  Get in front of them often and consistent with helpful content.  It could be with a newsletter, email, postcard, or direct mail…it doesn’t matter, but it better be helpful information that comes consistently.    

Now, this takes some time to start to become successful, but it is inexpensive and takes very little effort to do. 

Just think if you had a list of 100 small businesses in your community and you sent them each a 1-page newsletter every month for a year…how much would that cost you? 

Let’s do the math

100 @ $.50 per piece = $50 per month * 12 months = $600 a year

So, for $600 a year and a small amount of your time (or better yet, your assistants time), you can get in front of 100 Small Business Owners, 12 times during the year. 

Again, it won’t happen overnight, but one Small Business Owner that sells his business for $3, $5 or $10 million could pay for your Small Business drip 1,000 times over.  Not to mention, it gives you added credibility in an area where there isn’t a lot of competition.  Don’t let your competitors be out in front of you, start dripping on Small Business Owners today. 

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Become a Resource

People want their lives to be easier.  They generally don’t like to research; they just want to know how to get things done.  You can easily capitalize on that by utilizing Cheat Sheets as a marketing tool.

Cheat sheets are a concise offer that someone could print, file for future reference, or pass along to someone who might need it.  I’ve seen advisors use many different topic cheat sheets successfully:

  • Annual tax bracket and data sheets
  • Documents that should be saved and those that should be shredded
  • Things to keep in a safety deposit box
  • Things you need for a bullet proof estate plan (it’s amazing to me, how many attorneys don’t talk about digital assets like Facebook and ethical wills)

Here are some things to consider when making your cheat sheets:

  • Be sure to brand them with your logo and contact information
  • Format them so that they are conducive to act as a quick reference
  • Don’t put in too much detail… it is a cheat sheet

If you have the ability, you should create a landing page for your cheat sheet.  It gives you the ability to inform the user of other valuable information you have available for them and will allow you to collect their information, so that you can begin dripping on them.

If you are printing your cheat sheets to give out at expos, seminars or as a “grab” item in your office or some other location, make sure they are a single sheet, are colorful and professional looking.

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Chinese Water Torture… in a good way

Drip, drip, drip.  According to research by

  • 60% of customers say “NO” four times before saying “YES”; whereas 48% of salespeople never make a single follow-up attempt.
  • 80% of sales require 5 follow-up calls and emails
  • 70% of salespeople stop after one email
  • You have a 25% chance to hear back if you send more emails
  • 57% of people said they would be encouraged to make a purchase, if they are not pressured during the follow up process

Let’s look at those last two bullets.  First, you will only increase you chance to 25% if you follow up.  You are financial advisors… how much better is 25% than 0%? 

Secondly, when you follow-up, don’t be a pest.  Make sure you have a process that always provides value on every single follow up contact.  Maybe you give them another piece of information that would help them decide… or even offer them a cheat sheet as we talked about earlier in this newsletter. 

People want to make sure you care about them as a person… and not just making a sale.  During your follow ups, make sure you are more about being of service than making a sale.  Think… what could I do for them right now that would have nothing to do with a sale… that would make them happier or put them in a better position?

I know creating this follow up process takes some work.  The key word being “process”.  Because once you’ve taken time to create the process, you should be able to put that process on autopilot, so that it happens for every prospect.  You don’t need to recreate the wheel… have a process that works for everyone.

Once it is done and in place, you have created a very efficient and cost-effective way of significantly increasing your closing ratio… and bottom line.

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Tips to Make Your Facebook Page More Effective

Facebook is a fantastic way to build your business organically… if you do it right. 

Remember, we are talking about your Facebook BUSINESS page, not your personal profile.  Do NOT blend the two.  Keep them totally separate.

Don’t worry, it is not as complicated as you think to get traction with Facebook.  You don’t need to spend hours and hours learning Facebook and all it’s bells and whistles… you can if you want… but even using a few simple tricks with Facebook will go a long way to creating a better presence for you online.

Here’s a great article to get you started!

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The Best Testimonials EVER… and you don’t say a thing… and EVERY advisor can use them!

We’d all love to use testimonials… they are powerful.  However, the rules about using testimonials depends on how you are licensed.  So, let’s just talk about the potential ways to use testimonials regardless of whether you are an RIA, registered rep or insurance professional.

Non-testimonial… testimonials

  • Here’s the best testimonial that anyone can use… we had an annual summer barbeque as well as a winter Christmas light tours for my clients and their friends.  At all of these events, we took HUNDREDS OF PICTURES!
    • Then we took the pictures and created “collages” or murals with them.  You can do this yourself or use one of the many services out there to do it for you.
    • The only art on my waiting room wall, were these murals of hundreds of happy faces.

Inevitably when someone would come in, they would find at least two or three happy faces that they knew… can you beat that for a testimonial?

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“So, What do you do?”

When someone asks you that question, what do you say?  This is a watershed moment for you.  You may be talking to your next client… which it costs nothing to find, since you are already talking to them… or you may be chasing that person away.

If you say anything to do with… wealth management… financial advice… investing… etc.  What will that person likely do?  RUN!  They have just identified you as a person who sells investments.  That may not be the way you look at yourself, but that’s what they see.

So, how can you turn that moment into a client?  The first step is to have a kick butt elevator speech.  Something that gets them saying:

  1. How does that work?
  2. Would that that work for me?

A third characteristic would be for whatever you say to be brand new to them… something no other advisor has ever said to them.  Otherwise, they may think, “Oh yeah, my guy covered that, or does that for me.”

You can create a terrific elevator speech with a little thought and creativity.  Here’s some things to keep in mind:

  • Keep it less than 30 seconds
  • Is it something that only you can claim… or are claiming?
    • Is it something that none of your competitors are saying?
  • Does it address something that keeps your client up at night:
    • Greed
    • Fear
    • Frustration
  • Is it extremely specific? Specificity creates trust. Is it something that your prospect feels they could check out for accuracy if they wanted to?  Rarely will people go through the effort of checking out a claim that seems like it could be easily verified if as true.
  • Is it brief and repeatable? If it is not repeatable, it is worthless… the whole point here is to get this message circulating virally.
  • And here’s the test: Is it something that gets them to say, “Tell me more… how do you do that?” Test this out. Actually, start using it. If people are asking you for more information without any further prompting… You’ve hit the jackpot.

What are some example ideas to get you started:

What is your value proposition? —What do your clients like or find most valuable about working with you?

What is something that grabs their attention—Quote a fact that surprises them.  One that some of my advisors use is, “Did you know that Social Security kills more that 12,000 people a year?  I protect people from that happening.”  Do you think the person they are talking to asks another follow up question?  You bet they do!

Credibility booster—Claim something that none of your competitors do.  It could be a credential… a case you’ve worked on… an extraordinary result that you’ve accomplished for a client.

Something that rhymes—There has been an incredible amount of research done in the last few years that validates the power of rhyming on people’s belief systems.  Strange but true.  “If the glove don’t fit… you gotta acquit”.

A joke—It draws people in and creates likability.  The trick is finding the joke that works to describe your business.  There are tons of “money and investing” jokes online.  Find one that works for you.

Still stumped?  Here’s a guide to creating your own Killer Elevator speech… courtesy of 5Q Group.

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3 Keys to Successful Marketing

How you spend your marketing dollars, is one of the most important determiners of your profitability.   Your marketing needs to work to bring in profits… instead of draining your bank account.  The good news is that ultimately, marketing is simply a math problem.

Here are the 3 things you must do to get your marketing headed in the right direction:

#1—Make sure your marketing DISQUALIFIES prospects… as well as qualifying them.

Too many advisors throw out as big a net as possible for new clients.  Hey!  Money is money, right?  No.  Think about how much specialists make as compared to generalists…

How much does a doctor make?
As compared to a surgeon?
How much does a general surgeon make?
As compared to a heart surgeon?
How much does a heart surgeon make?
As compared to a pediatric heart surgeon?

The more specialized you are… the more those needing your services will pound on your door… and the more they will pay you. 

So, who is your best client?  The best way to approach this is not through words… but instead pictures.  Put together a picture board of what your best client looks like.  The picture board could include pics of:

  • People
  • The types of restaurants they go to… fancy or burger joints?
  • The types of cars they drive
  • Where they go on vacations
  • What their families look like
  • What they do in their spare time
  • What their house and neighborhood look like
  • What kind of clothes they wear
  • And, on and on and on

Now create marketing around those pictures.

#2—You MUST be Consistent

Now that you have a better picture of your best client… you have to let go of your urge to bring on anybody BUT your best client.  You must begin turning away people that don’t fit your practice.

The key to marketing is identifying the one thing that you do better than any of your competition.  Then, fiercely zero in on that strength, and who that strength most benefits.

Keep your message and marketing simple.  Make sure it ALWAYS revolves around your Unique Selling Proposition.  And then use it consistently… over and over.  Become THE advisor that EVERYBODY who needs THAT thing comes to, or immediately thinks of, for THAT thing.

#3—Marketing is Simple Math

Crunch the right numbers.

What are the wrong numbers?  Open rates… website hits… and many other things many marketing companies’ tout.

There is only one number you should be tracking in your marketing… how many prospects landed in your office based on the dollar amount you spent on a piece of marketing.

$ per prospect.  That’s the number.  If it’s good… keep doing it.   If it’s bad… you gotta try something else.

It’s that simple.

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Learn from the World’s Greatest Salesperson (According to the Guinness Book of World Records)

According to the Guinness Book of World records, as audited by Deloitte & Touché… that person is Joe Girard.

Joe sold 13,001 cars in 15 years—and I’m talking 13,001 cars, belly-to-belly…face-to-face…NO fleet sales.  When adjusted for inflation, Joe was making over $1,000,000 a year selling cars to one person at a time.  That is simply incredible.

Do you get how much money YOU would make if you had the same success?  What’s the average commission on a car vs. what you sell?  And be patient here, I’m going to show you exactly how advisors have turned Joe’s ideas into lots and lots of money.

How did he do the Impossible?

This guy was a motivated machine.  When he was at work, if he wasn’t selling a car to someone, he was busy FINDING someone to sell a car to… 

He wasn’t:

  • Reading the paper
  • Surfing the internet
  • Checking email
  • Dropping the kids off at dance lessons
  • Sleeping late
  • Leaving early
  • Talking to friends
  • Taking long lunches
  • Working out
  • Running errands

This guy worked 40 to 50 hours a week, and when he was there, he worked… period.  Can you say that about the way you approach your business?

He did it by hand

Joe was able to do what he did without any of the tools that we now take for granted…he grunted out the activity that we can automate.  And the sad thing is, many advisors are even too distracted to take advantage of automation.  I mean, come on!

I’ll walk you through what he did in a second, but I want you to understand that if this guy could do it without the tools we have… we should be able to do it without breaking a sweat.

  • He didn’t have lists of possible prospects like we have available—he made his own lists from phone books!!!
  • He didn’t have automated mailing like we do—he had to write, by hand, all his letters or notes one-at-a-time
  • He didn’t have email—he had to write, stuff, stamp and mail each communication
  • He didn’t have the ability to create his own marketing material right on his own computer
  • He didn’t have smart phones with all the information they give you at your fingertips
  • He didn’t have access to dozens and dozens of marketing systems that are available to financial advisors today…

Joe did it the old-fashioned way, by talking to people… always, always talking to people.

The Rule of 250

One day when Joe was attending the funeral for a friend’s mother, he asked the funeral director how he knew how many memorial cards to print.  The funeral director said that over time he found that the average number of attendees was 250.  Joe asked another funeral director that he knew, how many people normally go to a funeral.  That funeral director also, said 250.

While attending a wedding, Joe asked the caterer about how many people he normally served at a wedding.  The caterer told him about 250.  And thus was born, Girard’s Rule of 250.

Everybody knows 250 people well enough that they would attend a wedding or a funeral.  Why is this important?  Because you now have access to 250 times each person you meet.  You meet:

1 person X 250 = Access to 250

10 people x 250 = Access to 2,500

100 people x 250 = Access to 25,000

“Wait a minute!” you say. “How am I supposed to GET access to those other people?”

Easy.  Always have your elevator speech (Unique Selling Proposition) visible… even when you aren’t working.  For example:

  • Have brochures with your elevator speech always lying about in your car.  If you give someone a ride…there it is!
  • Always have a brochure “accidentally” sitting by your front door… somebody comes into your house…there it is!
  • In your boat…there it is!
  • On reusable grocery totes…there it is!
  • Get note pads made up with your business contact info and your elevator speech prominently displayed.  Anytime you write a note or write down a phone number to give somebody…there it is!
  • A lawn sign easily visible in your garage, (like you’re storing it) …there it is!

You get the point.

When somebody asks you, “How’s business?”

Reply with a mini-case study that revolves around your elevator speech.  Tell them how you just solved a problem for somebody just like them.  For example:

“It’s great!  Earlier this week I worked with a couple that just retired and was able to get the tax they pay on their investment income down to 1.5% tax rate.  You should have seen their faces when I walked through how to cut their tax by 90%… it was priceless!  Boy are they happy campers.  It’s just a shame that there are so many people walking around that don’t know how to use Internal Revenue Code 72 to chop their taxes by 90%.  Luckily, every time I do it for someone, they give me a referral.  Like these people I was telling you about, they immediately referred me to a friend that had just retired from the same company and I’m going to see him next week to do the same thing!”

How Joe “met” enough people to make it into Guinness

Joe said it simply, “Do Something.”

Never be sitting around wishing you had somebody to see…do something.

Here are the things Joe did:

  1. Called people
  2. Wrote people notes
  3. Handed out business cards…everywhere!

Call People –It’s free

  • Call your clients to check in and share an idea or ask if they know anyone that needs your “elevator speech”.
  • Call your prospects with an idea or how they can protect or capitalize on something in the news.
  • Call your clients’ CPA with an idea and make sure they have everything they need from you for tax season.
  • Call your clients’ attorney to ask if they think any of your mutual client’s affairs should be updated.
  • Call local business owners with an idea to help them with their business
  • Get a list of people not on the do-not-call list and call them… just do something!

Email –It’s free… and Joe didn’t have the advantage of being able to do this!

  • All of the above, plus
  • Email journalists with comments and compliment them about a story they did.
  • Email your buddies in the industry for ideas to help their clients.

Write notes –All containing your elevator speech on the back of the card.

  • Every client’s anniversary with my firm
  • Every birthday I could find… prospect and client
  • Thank you for attending
  • Thank you for a referral
  • Thinking about you
  • Saw this idea and thought about you
  • Saw you in the paper, here’s a clipping
  • Happy Thanksgiving, 4th of July and Easter
  • Have a safe Memorial Day and Labor Day Weekend
  • Merry Christmas
  • Happy Hanukkah
  • Funny riddle or joke I heard—I usually tie these to a holiday like Halloween or St. Patrick’s Day
  • Handwritten note on top of a copy of an article
  • Handwritten note on account summaries

Congratulations on an achievement or milestone

  • Happy Retirement
  • And, all sorts of fun and crazy cards

Business Cards

Here’s a quote out of Joe’s book, “How to Sell Anything to Anybody.” 

“If I had to pick just one thing to get business, I would probably pick my business card. Just about every salesman has business cards.  But I know a lot of them who don’t go through a box of 500 in a year.  I go through that many in a good week.”

He handed them out everywhere he went:

  • Every meal out…along with the tip went his business card
  • Every bill he paid… a biz card went in
  • Every time he had to write some info down for something, he wrote it on his biz card
  • Every time his football team scored a touchdown… he threw up a handful of biz cards.  Crazy? Maybe, but it worked.
  • Every time he bought something… he handed the salesperson a biz card.
  • Every time he walked by a bulletin board (hardware store, school, health club, Panera’s, etc.) a business card went on it.
  • Talk to someone on the plane… handed them a business card
  • Help someone on the street… a business card
  • Every business that has a business card “contest bowl”… in goes his business card
  • See somebody in the paper…cut out the article and send it to them with, you guessed it, a business card.

What if you only got one sale for every thousand cards you handed out?  Really nice business cards are about $20 per thousand.  What do you make on a new client? 

You’ve got tools Joe never had

  • Email
  • Handwritten font so realistic that it would fool your own mother—you can now send out thousands of handwritten notes in the time it took Joe to send out 50.
  • Marketing systems designed to get you in front of more than one person at a time

To name just a few…

Activity is the key.

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