So if you're a journalist, they're like, why hire Bob? He does everything, but Bill over here does just this thing.

Yeah.

So imagine in your business, if you did business and marketing consultation for wedding cake bakers, and chewing gum manufacturers and airplane mechanics and lawyers and neutrals and, and, and, and none of those people are truly going to have great faith in your ability to serve them with any depth of knowledge.

And it's the same for neutrals.

What we primarily promote when we're talking about marketing ourselves, what we primarily promote is a sense, a feeling that You could trust us.

You could trust me with your case.

That's really what we're trying to convey to anybody is trust.

But what you and I, I think, hear most often from people is, I hate marketing, it feels salesy, it's so inauthentic, and I'm not going to do it.