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Jake Randall: Hello everybody and welcome to the Profit Junkie podcast where we talk about increasing your sales and making sure you keep as much of your hard earned cash in the bank account as humanly possible. Today. I am really excited to introduce you to my guest today. He is an amazing marketer, amazing salesperson. He has been awarded two now two comma club x awards, which means he has two different sales funnels that have done over $10 million in sales. He’s an amazing person and he’s got some amazing stuff to share today. Today my guest is Brian Delay. Brian, welcome to the program.
Bryan Dulaney: Jake. Thank you, man. Thank you for the warm introduction and I’m excited for this conversation.
Jake Randall: Not as excited as I am. This is pretty cool. So for those that are listeners who don’t quite know who you are, you have kind of a really interesting backstory and how you got into what you’re doing. Would you mind just giving a quick backstory? I know you had a kind of a traumatic event and I’d love to hear just a brief story about that and how you got to where you are now.
Bryan Dulaney: Yeah, so the accelerated version of the story is my grandfather was an inventor, so I got to like witness him in all of his brilliance. Then my dad was an entrepreneur and created billion dollar companies like helped pump companies produce billions of dollars. So I got to witness that and I’ve always been an entrepreneur. I was selling jolly ranchers in like third grade, whole nine yards, I was like, you know, I was just very entrepreneurial. I had this drive. But in 2003 I was pledging to get to go into a fraternity and at big brother night during that hazing part of my life experience, I died and woke up the next morning with three doctors rushing in my bedside and started singing. To me they were singing, he’s alive, he’s alive.
And the head doctor bent down and said, son, in my 30 years being a doctor, I’ve never seen anyone this drunk. You have to be able to comprehend what I’m saying right now. You’re blood alcohol level is .39. At .4 I was dead. He called my parents the night before told them that I wasn’t going to make it, and that if I did, then I would be brain dead for life. That was his diagnosis the night before. My parents woke up, we grew up Catholic and didn’t go to church very often and then became Christian later on in life. My parents knew that they needed to pray. As they’re driving across the state from east coast, Pennsylvania, outside Philadelphia, across to Pittsburgh, Pennsylvania, a little bit north of that’s the rocky adversity. They just started, they were just praying the whole way over. And I woke up a little after they got there. But what I realized in that moment was that, is that because it was so evident, I should’ve never lived. And I realized, because the doctor told me, parents told me, signs going back to the school told me on the side of church, God is perfect.
So that was like loud and clear, right? And so I went on a journey. I knew I need to start hanging around different people who had the same value system as I did and I also know that I needed to, I needed to reconnect with God and figure out. And when you have that moment of that realization that you know, I could be dead, I could not be here right now, you take life a little different, right? Like life is different from that point forward. At least it was for me. And I went on a journey to figure out my purpose and it took me about two years to figure it out. And that’s a whole other story for another time.
But I ended up getting, so I’ll tell you the purpose, the purpose that I got dropped on me was to share my story and help people share their story, right? I was in this world of marketing online for a decade. I’ve been doing this for 13 years now, but for a decade, up until about three years ago, I had no clue what that meant. Help other people tell their story. Like I never connected the dots until I met this guy named Dr. Todd And he came into my office, sat down for a one day private intensive with us and he was saying, man, I want to just get my message out there. I want to be able to monetize my expertise, I want to be able to raise money for funding the last well in Liberia, which has never been done before. It’s the hardest place to like go into. And, and he had his huge vision of raising 10 million bucks, and that’s when it clicked.
It was like, okay, I’m doing all this stuff. Like all this stuff that I’ve, all this wisdom, knowledge, experience, all this, all this stuff that I was doing when it comes to marketing and selling online, all became all connected. Right? And cause I realized that what I’m helping other people do allows people like Dr. Todd to be able to raise money and awareness and completely fund his vision of raising 10 million bucks, which he did actually this year. He raised the money and he’s [working on making things happen]. That’s awesome. The impact of that is what God was telling me back when I was at Liberty University, and share your story and help other people share their story.
So I don’t know if that’s what you’re looking for, but I got into the online marketing world, I would say first network marketing opened my eyes to the world of personal development. I came into like the polling hill. I came into like Og Mandino, he’s brilliant. That guy is just so gifted in the way he writes stories. I remember reading the Greatest Salesman in the World and, and I just couldn’t put the book down. Like I just crush it in the book and I was a guy who never read books. Like reading was boring, like no fun ever. They should’ve introduced me to Og Mandino when I was three. I would’ve loved books. I was just so much more well read.
But I actually grew up and when I was in first grade I had a reading problem. Like I couldn’t read, I had to go to like special ed classes to read and so that was a challenge for me. So I never liked reading, I think probably because I was like looked at as like he can’t read or like
Jake Randall: You kind of thought it wasn’t your skill. Right?
Bryan Dulaney: Yeah. I was like, that’s not my thing, so let’s just not do that. Cause it’s painful. It’s painful. Like I would read and I wouldn’t comprehend things. But when I read personal wellment books, I was like, everything just clicked. It’s like I was just picking it up and I was able to retain it. And I did what Tony did for two years. Like he went on this rampage of like personal development. And that’s exactly what I did. I was like, okay, if that’s what he did, that’s what I need to do. And like for two years I didn’t date at all. I just went deep in personal development and workshops and seminars and I went down the rabbit hole man.
Like I would read a book and I would take notes. I’d highlight that thing. You should see my books, they’re like highlighted and written in and then I would take it, and there’s something to that, right? Like that integration because you know, reality is, most of us are programmed through our life by the school systems, by media and by our parents and by our friends and by our family or social circles. Most of us aren’t really wired for success, let alone wired for abundance. And I had to really reprogram myself. Even growing up in a family that was quote unquote successful. We were, I would say we were like middle-class, middle of the upper, like definitely not like uber wealthy or like anything of that nature. My Dad made other companies billionaires, but he wasn’t a billionaire.
Jake Randall: He was an employee, right?
Bryan Dulaney: Right. He was like, well he had his own company.
Jake Randall: Okay.
Bryan Dulaney: But he was like hosting trade shows and bringing buyers and sellers together. So he was almost like an affiliate.
But I got into marketing cause I saw this challenge that was going online. It’s funny cause like challenges are hot, right now. It’s like this challenge and that challenge and this challenge. And normally I’d recommend like whenever you see like there’s something hot, I would first suggest that you see what’s going on. Like look deeper, but I also want to recommend if the market is digging, that you zag.
Jake Randall: Yeah.
Bryan Dulaney: Because I’ve been in this industry for 13 years and I’ve seen there’s been so many different trends of like the ways in which it’s hot now to market. And what you should know about marketing is that people who have programs and that are marketing their way, they’re looking to put that into like its classification of its own calling in a vehicle. And they are saying this is the vehicle the way.
And the reality of it is that you know, marketing wasn’t invented yesterday, right? Like they’ve been marketing before the Internet came, right? And so there’s a lot of different ways to skin the cat if you will. And there’s a lot of different ways to generate leads, convert sales. But going back to how I started, I got into a challenge and I joined two weeks late and I had to catch up. But like, I’m pretty intense. Like I’m massive immersion. Like when I buy stuff, I go, I go deep, you know. If I’m going to make an invest myself, I want to make sure that I get the value from it. And unfortunately, people that buy courses only go through 9% of the material. And I think that’s just sad, right? It’s like, it’s kind of like business books, like only 10% ever read past the first chapter, which is like, I don’t under, that’s like, mind blowing.
Jake Randall: Doesn’t make sense, right?
Bryan Dulaney: It doesn’t make sense. Like I go do that thing and I’m like, highlighter, pen, I’m taking notes and then I’m typing my notes up, you know? And then I’m sharing my notes with other people. Like, Hey, you know, did you read this book? Oh, great, great. We’re talking about it. So I believe integration is so, so, so important when it comes to, it doesn’t matter if it’s a book or a seminar or whatever it might be, a course, like integration is so important for you to actually integrate it in.
Jake Randall: You know what’s funny about that too is I see people all the time, you know, I think the difference a lot of times between people who are successful and not successful are people that like you, you, you read the book, you, you studied the material and then you said, okay, now I got to implement this in my life and see how it works. Right? Instead of just like looking at practical or theoretical ideas and say, oh, I can see how that could work, I could see how that could work.
Bryan Dulaney: Right? Yeah. So that was my story, man. I bought a domain name. I set up some hosting. The whole challenge is how to make your first dollar in 30 days. And so I jumped in and I just took action. I’m an execution guy. For years I had my tagline on my email said take action and get results because action produces results. It doesn’t matter what the actions you’re going to produce a result, you know. But now I’ve learned that, you know, taking the right actions produces significantly greater results. Definitely by trial and error. Cause when I started, I have launched all kinds of stuff from software to apps to, you know, information products to physical products to everything under the sun and not everything has hit 10 million.
Jake Randall: But the important point is that you kept going until you did. Right?
Bryan Dulaney: That’s right.
Jake Randall: What would you say, Brian, is your, we’ve kind of talked about your mission, right, is to get people’s stories and their messages out. Knowing that a lot of our listeners are solo preneurs right now and that they don’t, they may or they may not feel like they’re experts at marketing, but what do you see as the biggest piece of advice that you would give to somebody who is maybe has been in business for a couple of years, but is just kind of making it. Not like really having abundance or you know, growing their business very well. What’s the biggest marketing advice you would give to somebody at that point?
Bryan Dulaney: The biggest thing right now, two things come to my head and that is number one is look at your value ladder of offers. Look, what’s the lifetime value of your customers? Most people, the reason why they’re not making enough is because they don’t have a well thought through value of offers. Meaning stuff from free all the way up to high ticket paid. And so the, there’s three categories of offers. Do it yourself, done with you, and done for you. And so look at your business and see which categories your business falls into. Mine happens to fall into every single one. Do stuff for people, you do it with them, and we have information products and blog content and Facebook and YouTube videos and all that stuff where it’s free, right? I would say number one is like, look at LTV. Understand your LTV, lifetime value of your customers, getting someone to hit when they pay you money with the average of that person worth, basically what is that one person possibly worth out over the lifetime of that customer? You know, for us our LTV isn’t very high, and there’s a thing in marketing, which is he who can spend the most to acquire a customer wins, right?
So therefore that means I need to increase my LTV. And you can do that by aligning yourself with other people who have those offers that you don’t. So don’t think that oh, I only have this one type, you can find alliances with other people and you can scale your LTV. That’s number one.
Number two I’d say is that there is three different categories of things that, I would say focus on building. This is the key takeaway. Focus on building your media. What does that mean? You can build a channel like Google, Facebook, YouTube, but that’s going to cost you a lot of money and you and I are probably not going to build a channel, right? That doesn’t appeal to me.
Then there’s media which is your audiences. That means your email list, your Facebook followers, your Instagram followers your YouTube subscribers, your podcasts. This is your media. And then third is a brand. Everyone here has a brand. I was at dinner at a private dinner with Ryan Deiss, Garrett J. White, Chalene Johnson, a bunch of powerhouses the other night. And Ryan was talking about this concept. He said most people are focused on dumping money into brands and that’s great. Investors are buying brands. He said, but what no one’s doing is really focusing on media. Here’s a case in point. Brian sold trafficking papers to Summit for like 20 million bucks, but he retained his the right to digital marketer. So therefore he has his media. He will never lose this media and he can always launch new brands out of his media.
Ty Lopez spent a ton of money building up his media, YouTube subscribers, Facebook followers, Instagram followers and focused on building media and now he can watch anything and make $1 million in a split second, right? Grant Cardone. Now you see Grant who focused on building media. Smart man. Build the media. Now he did it over time. It wasn’t an overnight success. Grant’s been doing this for a long time. Most people think it’s an overnight success, but it’s not. So he’s been building his YouTube, his podcast, his Facebook, Instagram, like whether you like these names or not, these are just examples, right? They focused on building the media and now look at what Grant Cardone is doing. He’s doing a lot of licensing of other people’s IP, selling their IP, taking the bulk of the revenue, and then cutting that back a check for that intellectual property. Super, super, super smart.
So what I would say is think bigger and longer because most people are thinking about tomorrow. What’s the cashflow looking like tomorrow? I need to make another sale for tomorrow. If we can step out of that for a second and step into faith rather than fear. Fear’s just gonna pull me back to that point. If you can think and step out of that and look at the bigger picture and look at the long game. One of my buddies, his name is Pete Vargas, and he’s incredible with relationships. One of the things I love about him is that he’s always thinking about the big picture. Like he had us all for dinner and got us all together for dinner. There was no agenda. It’s just like we want to bring together a bunch of people that are like, that have eight figure businesses or more that are just crushing it. And we had a dinner up in Laguna Beach. And what I love about that is that there’s no agenda for him. It’s just the relationship capital. And he knows that if he puts together dinners when he’s in a city of people that are moving and shaking, that eventually that’s going to come back to him. That’s going to come back to bless his life. Right?
So I would really encourage you, because most people I see, we see a lot of people who talk to a lot of people, is increase your lifetime value of your customers and try to get that higher, right? Cause if you’re selling a widget, like it’s going to be hard to fit on that because you got to spend money on ads, you got to spend money to build your own database. Build your following, and you’re going to monetize, increase that LTV and focus on building your media. Your media is on Facebook, it’s on YouTube, it’s on Instagram, it’s on podcast. There’s a variety of different platforms you can build, focus on a couple, like don’t do them all. That’s going to get overwhelming and it’s going to get expensive. Maybe focus on, maybe it’s YouTube. YouTube is a great platform. Maybe it’s a podcast. Podcasts have some of the best buyers in the world. Okay. According to Russell, that’s what he says. So, that’s what I would say when, when you asked me that question that’s what initially came to mind.
Jake Randall: That’s, that’s great. Great Advice. What is, this is kind of an interesting question. This is kind of what I ask for everybody, you’ve given some great advice about making money. Let’s talk about keeping money. When you meet with a client or you yourself, you’re making sales, how do you manage in your business to make sure that more of that revenue drops to the bottom line is actually profit instead of running a break even business?
Bryan Dulaney: Yeah. So from a personal perspective or from a business perspective?
Jake Randall: I was thinking from business, but if personal is what comes to mind, let’s go there.
Bryan Dulaney: Yeah. So personal, you know, we make a lot of money in the business and then we’ll take that capital and we’ll buy real estate or we’ll buy, we own restaurants, right? So we’ll take that money, put it into a life insurance policy, that’s another investment vehicle where we can take our money and stick it on investment, stick it into an insurance policy and then make the current money on our money. Right? So that’s what we do. I’m a big fan of making money on my mind after taxes. Meaning I don’t ever have to pay on it again once it’s in the vehicle. Right? So that’s personal like you know, cause from a business perspective we make a lot of money. So at the end of the year we’re always in a conversation. I find myself every quarter meeting with my bookkeeper and my accountant and my wealth advisor and we’re constantly talking about how do we reduce taxable income. Right? And it’s a constant conversation and I wish it was a lot easier than some of my friends are like, just go to Puerto Rico.
Jake Randall: I don’t want to live in Puerto Rico.
Bryan Dulaney: Like I love San Diego and I have a family here, and I have an amazing friend group. I don’t want to move to Puerto Rico. But my friends like John Dumas and Gavin Michaels, they’re all over there now. So obviously that’s one strategy. But for me, the business it’s looking at, I want to have good expenses that you’ll reap a harvest into the future.
So what we always do is we don’t look at it as a now expense, even though it might be an expense now. But I believe in what I call planting money trees, right?
Jake Randall: Yeah.
Bryan Dulaney: A money tree is something that produces fruit annually and constantly, continuously just keeps producing fruit, right? So in our business, as we earn income and as we bring in revenue, then I’m always looking at, okay, how do I increase my expenses to lower my taxable income, but also put it into an investment that’s going to produce a return on my investment in the future. Such as publishing books, such as, you know, like that’s an investment in your future. For example, I might hire a ghost writer to publish a book and to help pull it out of me. I’m not a writer. So why would I try to write a book? That’s what ghost writers are for. They are specialized ninjas at coming in and pulling that stuff out of you. Right? Like I’m not an author, but I will be once it’s gone.
Jake Randall: Right. Right.
Bryan Dulaney: That’s an investment now that I can reduce my taxable income from because it’s an expense, it’s a service. But once the book’s published and made into a bestseller, it’ll reap a harvest for the next decade if it’s done right. So that’s an example of how we do it. And there’s a bunch of other examples, but that’s an example of how we do it. We’re thinking about the now, we’re thinking about reducing taxable income, we’re thinking about basically lowering the amount that’s gonna just go out and leave our hands without us being able to reinvest it into our business because at the end of the year, at the end of the day, you know who is going to basically take it whether we do something with it or not. Like we need to, we need to have our ducks in a row. Which I’m sure you guys talk about a lot.
Jake Randall: Yeah, that’s awesome. I love that you do the high early cash value insurance too. I’m a huge fan. I love it. Those who know.
Bryan Dulaney: Yeah. It’s funny cause I got asked this question, I’m being interviewed for a book with Steven Larson and he’s doing a book on your final offer. And the question comes up around conversation about, you know, if you had 90 days to create a launch something that would fund the rest of your life, what would you create launch? And I talked about that there, but one of the things that I talked about was having a goal of having from that particular launch, having $10 million in liquid cash after taxes. So taxes are paid on it. And then taking that liquid cash and then putting it into like an investment such as a life insurance policy that then can earn interest on my money, and not lose money.
Jake Randall: And not tie it up either. Right? You can still access as you need it. Yeah.
Bryan Dulaney: Yeah. And still have access to the money when I need it. So I mean for me that’s like, that’s what we do.
Jake Randall: That’s awesome. So what would you say, we’ve talked about a lot of the things that you’re really good at and you kind of hinted at some other things that maybe you outsource, right? Let’s, and I think that’s an important skill for most of our listeners to understand cause a lot of them are just trying to do it all and you need to know what your strengths are. So as, as a business owner, what do you think your superpower is? And then what do you think your weaknesses and how do you address that?
Bryan Dulaney: Yes, so my superpowers are in marketing and selling online and offline. So the things that our clients come to us for is writing their, for example, like writing their webinar presentations to sell their course or coaching programs or services. Right?
Jake Randall: Yeah.
Bryan Dulaney: So we have a lot of people that come in for that. Writing their sales videos for their product launches. Right? And like architecting all of that stuff out. Like how, what funnels do we need and what offers are we going to sell and what is the advertising strategy that you’re going to bring this to the market? Right? So my superpowers are in that. The thing that we recently did was we applied our marketing advertising strategy of selling online to sell about 600 courses for Tony Robbins. And we became a top five partner for them. So those are our superpowers. But I don’t have a superpower of Randy. Like I’m not the designer. Like I can’t color and paint to save my life. I can’t sing either.
Jake Randall: I saw the Willy Wonka video.
Bryan Dulaney: I’m thinking about singing. My wife was like “I don’t think that’s a good idea.” I was pumped, I was really close to singing. I was like, we should sing. This would be amazing.
Jake Randall: You guys got to see this video. It’s a great video and is that video on that that page that we’re going to send them?
Bryan Dulaney: Yeah.
Jake Randall: Okay. You guys, it’s an awesome video and yeah, you’re just gonna love it.
Bryan Dulaney: It’s going to be a lot of fun. Yeah. So that was what I’d say like we have, so what we did, cause we run an agency where we help people with their marketing, their advertising, all that fun stuff. So we have people on the team that specialize in branding and you know, stuff like that video production. Like I want nothing to do with video production and set up and editing and like I’ve never been good at that.
Jake Randall: Yeah.
Bryan Dulaney: Right. Like that. It’s not my thing. Right? We have people on the team that can like build the funnels and are super techie when it comes to like building the funnel. Right?
Jake Randall: Yeah.
Bryan Dulaney: I’ve been there and done that. When I started, I had to learn it, and I learned it and I’m a pretty darn good funnel builder. Probably one of the best in the world, but it’s not the highest and best use of my time.
Jake Randall: Right?
Bryan Dulaney: So what is super important, here’s what I tell people, I say you want to stay in your circle of expertise. Don’t jump out of the circle because the moment you jump out of that circle, you’re now becoming an expert in some other capacity. Here’s how it plays out. Let’s say you want to start learning how to run Facebook next, but your expertise is sales training, like you’re amazing at selling. And you’re amazing and gifted at having a conversation with others in order to move the needle and get them to buy whatever it is that you’re offering, right? If that’s your skillset, then it would make no sense to jump out of the circle, and go and learn Facebook ads and run Facebook ads yourself. Now I’m a big fan of learning it and knowing it and having wisdom, but I’m not a big fan of you actually getting in the weeds and doing it. Because when you jump out of your circle, you are immediately becoming an expert at something else and you’re diluting the thing that you’re the best in the world at.
As long as you stay in that circle of expertise, you will continue to hone that expertise, get better at it, and become the best in the world for that thing. Right? Michelangelo was the best of the world at one thing, and we all know him from it, and his legacy is being passed on to future generations. Right? If he would’ve jumped out of that circle and try to be the Jack of all trades, then he would not probably be as known or as famous as he is to this day.
Jake Randall: Absolutely. Absolutely. That’s great advice. Great Advice. And while we’re talking kind of about this, I’d love to just jump in and we kind of teed them up with the video. I’d love to have you tell everybody a little bit about the golden ticket and what you’re doing with that and share a little bit with that. You got to see this video guys. Yeah, it’s awesome.
Bryan Dulaney: Absolutely, so we created a campaign called the free golden ticket. And it’s an a USB drive that we loaded up with our funnels and emails and scripts. So my wife actually created the idea and we were talking one day and I was talking about how I wanted to give away, not just the funnels, cause like if you have my funnels that have produced seven, eight figures across multiple different businesses from e-commerce to expert businesses to agency businesses, that’s what we have on here. But if you just have the funnels without a deep understanding of why everything is placed where it’s placed, you won’t be able to reproduce it for yourself. So what we did was she came up with this idea because she had written a thesis on it, on Charlie and the Chocolate Factory. And so she said, I got a great idea.
Let’s give away five golden tickets where they will win a chance to come into our offices. We’ll call it the profit factory rather than the chocolate factory. Right. And they’ll get to come in, we’ll get to sit down with them for one day. And usually people pay 15,000 bucks for that. We do eight of them a month, month in an month out. And so I was like, that’s a brilliant idea. Let’s do that. So we dressed up like Willy Wonka and the Chocolate Factory. I’m Willy Wonka. I look eerily like Gene Wilder when you see it, which is kind of weird. And I never, I never was told that I look like Gene Wilder until I stuck the suit on. Now my wife dressed up like an Oompa Loompa, a sexy Oompa Loompa, but not over the top sexy. We made it PG. We could’ve went different with it. We decided not to.
Jake Randall: Maybe another funnel for another day in another industry. Right?
Bryan Dulaney: Another funnel for another day at another time. But it was really fun and it’s really awesome. We have literally we have two golden tickets left, so two of the private one on one intensives that people usually pay 15 grand for are on the table. Okay. I have them here in my hand, so they’re on the table, so you guys technically have an opportunity to win one of those by just grabbing a free golden ticket, which is the website for it if you guys want to check it out is freegoldenticket.com you can see that well put together funnel. I’ve got to tell you that even if you want to just see it for the funnel perspective, the average cart value on that funnel, since we’re talking funnels is an average of $55 an average cart value. Average cart value means everyone who spends $9.95 averages out at spending or investing 55 bucks.
Jake Randall: That’s awesome.
Bryan Dulaney: How? Why is that? Well, that’s because there’s a bump offer, a $37 checklist. There’s an up sell for our advertising playbook for $47 and then there’s an upsell for a 60 minute call for $197. So that’s how the average cart value gets to be $55 per customer. Now, the thing you should know about that is that it’s great because I can spend $25 $30 every single day and double my money, which is what we’ve done and it’s been amazing. So if you want to see a really well put thought through, well put together funnel, if you want to just get a good laugh, check out free gold ticket, or if you want to actually get the funnels, emails and script, grab a golden ticket yourself.
Jake Randall: I highly recommend it. It’s awesome. It’s well worth your time. Again, that’s freegoldenticket.com we’ll also put it in the show notes so you can go grab it there as well. If people want to follow you and your career, do you also have a social media presence that you would like people to follow?
Bryan Dulaney: Yeah. Just Bryan Dulaney, B. R. Y. A. N. Got to have a Y. Bryan Dulaney, D. U. U. L. A. N. E. Y. You can check me out on, you know, Facebook, Instagram, that kind of thing. I’m, I’m mainly on Facebook, Instagram and YouTube, that’s the main platforms.
Jake Randall: Awesome. Bryan, you’ve dropped some serious golden nuggets of wisdom here on the call today and I just want to say thanks again for coming on and sharing your wisdom with us.
Bryan Dulaney: Yeah, thank you for having me, man. It’s been a blast. I love it.
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