7 Deadly Marketing Sins Every New Directory Website Owner Commits (And How Not To)

wrong-way-e1318014293366Today, consumers have more options than ever. They can go online and search through thousands of natural toothpastes before choosing yours. They read reviews, search the web, and ask their friends.

It is not enough to simply market your small business at random and dream that customers will appear. Getting the word out is a ton of work! But could you be doing things that help more than hurt? Are you committing unspeakable marketing sins without knowing it?

Eek!

Fear not. We’re here with 7 deadly marketing sins to avoid.

Sin #1: Publicly Arguing With Your Customers

Love them or hate them– online review sites are here to stay. From eBay user ratings to Yelp reviews, what your customers say about you has a powerful impact. You can’t hide, so respond to reviews (but use caution!)

Negative reviews are annoying, but angry rebuttals are unprofessional and always do more harm than good.

Last spring, Amy’s Baking Company in Scottsdale, Arizona, was featured on an episode of Kitchen Nightmares. After the host cut them off, they used their Facebook page to respond to negative comments and reviews on Yelp and Reddit. It got ugly.

Even BuzzFeed called it “the most epic brand meltdown on Facebook ever“:

buzzfeed

Respond to reviews, but do so with caution.

Some rules for responding to angry customers:

  • Choose your words carefully. Make sure you don’t sound passive aggressive. It’s also helpful to have someone else check your answer before you post it, if you can.
  • Say sorry even if you’re not sorry. You may think you did nothing wrong, but at least acknowledging that the customer is upset with a simple “I’m sorry that this happened” can go a long way. Just make sure it sounds sincere.
  • See if there’s something you can do to make it right. Whether it’s a replacement for a defective product, a phone call to discuss the issue, or a handwritten note with a small gift of good will (a $10 gift card to a popular retailer is always a good choice), a small show of effort can make a huge difference in the outcome of the situation.

Try responding privately to negative reviews, asking the user to contact you for clarification. This can sometimes solve the issue and win back a customer. Respond publicly only when the information in the review is inaccurate, such as confusing you with another business, and do it gently and humbly.

The best way to deal with negative reviews, accurate or not, is to dilute them with good reviews.

Sin #2: Overloading Their Inbox

There are many products that can help you keep in touch with your customers: iContact, MailChimp, and Constant Contact are great tools. Social media can also be perfect for building relationships.

However, don’t overdo it. A monthly email is safe, but have something current and interesting to share: a contest, an event, or an offer. On social media, look at others who are successful on your platform of choice, and pay attention to what and how often they post. Different sites have different standards of etiquette.

How NOT to overload an inbox:

  • Only send emails with necessary, need-to-know, and useful information
  • Allow customers to choose their email preferences– allow them to opt in to daily, weekly, or monthly messages
  • Don’t “trick” people into subscribing. Don’t promise them something they won’t get or shadily add them to a list after they participate in something else on your site.

Sin #3: Constantly Complicating Contact

Are you hard to contact? Do you have a long, convoluted URL? Do you still lack a mobile website? Keep it simple!

Here’s how to keep it simple:

  • Brainstorm a better URL, one that’s short, easy to spell, descriptive, and unique.
  • Get an email address with that URL– info@yourbusiness.com is a good idea.
  • Make sure that your site has a simple “contact us” form.
  • Get a mobile site or make sure yours functions well when viewed on a mobile device.

Keeping things quick and simple will keep interested customers from getting confused or abandoning the effort of contacting you.

Sin #4: Not Asking For Referrals

Don’t you love to share a great new find with your friends and family? An awesome restaurant, a life-changing product, a service that simplifies your life? Your happy customers will refer others to you, but you need to make it easy.

Ways to facilitate referrals:

  • Create a club for frequent referrers with benefits – sales, discounts, previews, etc.
  • Ask for reviews online.
  • Offer check-in deals on mobile apps if you have a physical location.

Pinup Girl Clothing helps customers spread the word about their unique creations in an inexpensive way – all of their outfits ship with business cards that say “I got it at Pinup Girl Clothing” for their wearers to hand out to admirers. Can you think of something similar for your business?

Sin #5: Not Tracking Your Results

Track all of your marketing results carefully. If you send marketing emails and use social media, evaluate the results. What was clicked, opened, and liked? Check in on your web metrics frequently– you may be getting traffic from sites or terms you were unaware of. If you don’t have call trackers or complex software, there are still ways to get this done.

How to track marketing initiatives:

  • Distribute a redeemable special offer card or code.
  • Create a campaign with a vanity URL that points to a particular landing page on your site.
  • Ask new customers how they heard about you, and evaluate on a monthly and yearly basis.
  • Look at your performance on a seasonal basis. Do you have predictable slow and busy periods?

You can also take advantage of some free metrics services that are built into many social network channels. The Admin Panel on your Facebook page, for example, has a See Insights button that will show you how many people are seeing your posts and how your fans are engaging with your content. Mine these numbers to determine what types of contents, at what times of day, produce the best results for your brand.

All of this data combined will give you a fact-based formula to guide your future marketing efforts.

Sin #6: Being Disorganized

Keeping your contacts and projects in order will allow you to accomplish more, and in less time. If you are starting a brand new business, do so with good “data hygiene.” That doesn’t mean having a clean desk (frankly, we don’t care if you have coffee cups everywhere), but you do need to have systems and processes in place to make sure you’re efficient.

How to get organized, ya filthy animal:

  • Make sure that you select products with the features that you need. Check out tools like Basecamp and Trello.
  • Check that products will be compatible with each other and with what you already have.
  • Google Calendar can be for more than events– tasks, reminders, and sharing calendars are all useful.

Sin #7: Never Checking on the Competition

Is your competition offering more than you, or are you the top in your game? Highlight what makes you better and different– and it does not always have to be about price! Not checking in on what your competition has to offer can leave you in last place. It’s okay to secret shop, just don’t call out the competition.

Some tips to check in on the competition:

  • Check in on their website using Open Site Explorer (you can check up to 5 sites per day for free). Where are they getting links from?
  • Take a look around their website or visit their establishment. What are the strengths and weaknesses? Analyze and use for your advantage.

Avoid These Sins Like the Plague

If you are guilty of any of these seven deadly marketing sins, there is still hope. Stay organized, and do the penance of tracking the results of your marketing efforts. Do more of what works, and dump what doesn’t!

Don’t be afraid to ask your happy customers for help– most will be excited to share the pleasure they get from what you can deliver.

Categories: Marketing Tips

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  • Importing your category structure
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  • Uploading your logo and favicon
  • Setting up the homepage streaming widgets (please let us know which features you would like to stream on your homepage and in what order)
  • Closing Session to Review Website & Ask Questions (30 minute phone meeting)

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Give It a Whirl

By Vincent H. – California, USA

Hi my name is Vincent Hoss. I’m very happy with my Brilliant Directories website. I’ve been looking around for an easy-to-use website that Google is happy with for a number of years. I had quotes that were five times what I actually spent getting this site finished. This is my little helper here who helps me with the sites. Keeps an eye on things.

The thing is, it’s hard to find a site that’s easy to use, that’s easy to customize, and Brilliant Directories has been really easy to use. I ended up signing up for the onboarding to help me get the site together. Then I realized I wanted more custom things than they had on the onboarding so I ended up using the Marketplace. That’s worked out really good.

The site’s been up for about four weeks now and I get probably one to two calls per day but I do have 15 years experience in internet marketing and lead generation. So I must say that that the Brilliant Directories site was really the foundation that I needed to accomplish… I’ve tried so many different sites, so many different softwares that said they could do it but in reality it wasn’t easy to use, Google wasn’t happy with it, it wasn’t easy to customize, it bogged down and I stopped searching after this.

I’ve got several more sites under construction. If you’re thinking about doing a directory this seems like the perfect software to use. If you have questions or need any help you can reach me at VincentHoss.com. Again very happy with the software, the price was very reasonable, and I’ve been happy with it. And based on my experience I’m pretty sure you’ll be happy with it if you give it a whirl. Thanks.

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Has Everything Out of the Box

By Christopher K.

Brilliant Directories is by far the best membership site on the web. They offer a fully integrated solution that enables you to start a membership directory business in as little as 2 days. 3 years ago I paid over $10,000 for a customized membership directory site that didn’t have the features that Brilliant Directory provides out of the box. The site is very simple to configure and easy to use.

Brilliant Directories has solved a major problem for me in my business and am now making over $10,000 a month.

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It Truly is Brilliant

By Michael M.

I’ve spent the better part of a year working with various directory systems, mostly built on WordPress. These systems were buggy, slow, expensive, and prone to plugin breakage. It was a frustrating experience getting them to work.

I was skeptical of Brilliant Directories until I tried it out. Wow! With their system, I had a working directory in minutes that was fast and simply worked.

One of the great things about their system is that it’s incredibly customizable. They’ve built their system on a widget platform that allows you to not only customize any part of the site, but you can use your own PHP and javascript code to create your own functionality.

There have been a few times when I’ve needed some help with their system, and I’ve found that their support team is very quick and efficient with ticket requests. They have a nice knowledge base and community forum that answers a lot of your questions.

Brilliant Directories has enabled me to stop wasting time on difficult WordPress systems and actually get to work building my directory. I wish I had discovered this service earlier.

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Awesome Staff & Company

By Mark S.

This is a fabulous product provided by fabulous folks. I’m loving it. The support is awesome. I feel I have found a family and friends. I have been looking for this script for ten years. I have tried every script out there, gone back to old options, tried again and ended up back at square one.

Then I found Brilliant Directories and what a find. Finally, a ten year search and some-one had the nous to do the job properly and completely. The last word on directories.

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Amazingly Great Software!

By Paul N.

I’m pleasantly surprised! It’s always been a dream to be able to create web directory website. I’m really happy with the service. I’ve never had customer service call me to make sure everything is going well. Dennis was very kind, understanding, and explained everything clearly. This really made me feel happy & comfortable. I love the videos. They are so easy to follow and everyone seems knowledgeable, yet so friendly. My site has been up for months and I’m looking forward to a long term partnership. With service like this I feel like I would go to battle for Brilliant Directories.

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Great Sales Experience & More

By Jeffrey G.

I have been extremely impressed with the staff at Brilliant Directories. I waited to review the sales experience until I got my site all set and operating because I wanted to make sure they were true to their word. They were! The site got up quick, the staff was extremely responsive without being pushy, and they simply have a great product that is packaged nicely.

Thanks for the great service!

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Fantastic Customer Service

By Zach V.

I have been in the Military for 6 years now getting my company up and running. Meeting Jason and his team was the biggest blessing yet. We were able to get our company up and running with out worrying about website development, Letting us focus on what we do best “marketing” Would I recommend Brilliant Directories to anyone else? I would STRONGLY recommend Brilliant Directories to anyone that is wanting to have a business for life. Thank You again for helping out so much.

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Look No Further!

By Joseph C.

I started using Brilliant Directories 6 months ago after trying to build directories on my own. I found their product to have all the elements that I needed to have in order to launch a directory. They gave me individual support and training to learn how to personalize and customize the directory for my market. I look forward to a long and productive relationship with Brilliant Directories. If you are looking for a directory for your niche then look no further. Brilliant Directories has it all.

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Brilliant Directories Is A Definite A+

By Andy J.

Brilliant Directories is amazing. From the first moment I reached out to them through their website, the experience has been terrific. The system is the cleanest directory system available in the market today, bar none. The people at Brilliant Directories are top-notch, and are always ready to assist in every way possible. I have worked with a lot of companies, both as a business owner and international business consultant, and I can truly say that Brilliant Directories understands what a “great user experience” really means.

If you are considering going into the directory business, I would highly recommend talking to the experts at BD. Jason, Matthew, and their team truly care about their customers.

Simply put, you would be hard-pressed to find a better directory team, or directory technology, in the world today.

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Brilliant Product + Support

By Richard N.

First, I have admired this directory a little over a year ago. I consider myself mid-level experience in web design. I am very proficient with Wordpress and Drupal but Brilliant Directories is far less complicated. The day I found this directory sometime around June 2014, it was the most beautiful directory I ever saw at that time even without trying out the admin demo. If I didn’t buy this directory a year ago it was because of price was a little on the steep side. Now that I own this directory I now know why it was somewhat pricy.

The numerous video tutorials associated with this product is worth more than the cost of this directory considering that several scripts out there charge exorbitant sums with very little guidelines or customer support. No Directory theme or directory on the market today comes even close to this product.

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Super User-Friendly!

By Erica A.

I highly recommend Brilliant Directories for anyone who is interested in starting a directory website. Both their software and customer support are first class!

I’ve been interested in holistic health for a number of years. I’ve found it hard to track down reputable holistic health care providers, so last year I decided to create a web site where holistic practitioners can list their services (and eventually get rated). This would be helpful not only to me, but tons of folks worldwide who prefer a holistic approach to healthcare.

I first started trying to code the site on my own using an ‘easy’ plugin, but realized it was never was going to be what I envisioned. I then tried to hire a developer to create the website for me. I got several quotes from curiously cheap to very expensive. In general, I found them difficult to communicate with and didn’t feel that they understood what I was looking for.

Luckily, I came across Brilliant Directories in a Google search. Not only did they understand what I was trying to accomplish, but they were able to execute my vision quickly. I found their customer support to be both extremely knowledgeable and patient with my questions. They even shared strategies to help get my first hundred members listed. 5-stars!

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A Message From The Founder

Jason Haloossim, CEO & Co-Founder

The first Brilliant Directories website was our own. In 2009, we took an idea we believed in and built software for it from the ground up. The idea was to build a directory website of interior designers and build an empire around it. But there was a problem: the software we found seemed to work against our ambitions at every turn. Back then, the options for directory software were unreliable plugins or expensive custom development. It was incredibly expensive, unnecessarily complex, and frighteningly unstable to combine random plugins.

Existing directory software did not have the features we needed and were not solutions we could rely on. Furthermore, as young entrepreneurs with basically no budget, we didn’t have a lot of money to invest in expensive development, so we rejected those options and created our own. Our custom software met our needs so well that we decided to take everything we learned and shifted our business away from the interior designer directory and towards fixing the glaring hole in the directory software market. We knew that we weren’t the only ones looking for a better directory software, and there needed to be an option to support the needs of start-ups and established organizations. We set out to create the software that we wished would have existed, and we launched it in 2010 under the name Brilliant Directories.

Brilliant Directories is exactly this: the only platform you need to build your directory website. Brilliant Directories is reliable, complete, and most important, saves you time and money compared to traditional web development. It’s a mission that we take very seriously. We stand behind our product with top-rated customer service and a dedication for continually improving our software daily. With thousands of users worldwide and growing every day, we hope to help your dream come online very soon.

To your success,
Jason Haloossim

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PROFESSIONAL WEBSITE SETUP PLAN

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The PROFESSIONAL Website Setup Package is great for all businesses that want to quickly master the numerous tools and features available on the Brilliant Directories platform.

What’s Included?

  • Introductory Consultation to Review Your Goals (30 minute phone meeting)
  • Basic Implementation of Your New Website Based on Goals
  • Activating your features
  • Setting up your membership levels (up to 3 levels)
  • Setting up your pricing page (up to 3 levels)
  • Importing your category structure
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  • Uploading your logo and favicon
  • Setting up the homepage streaming widgets (please let us know which features you would like to stream on your homepage and in what order)
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ENTERPRISE WEBSITE SETUP PLAN

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What’s Included?

  • Dedicated Account Manager for Your First 30 Days
  • Direct Skype Chat Support for Your First 30 Days
  • Basic Implementation of Your New Website Based on Goals
  • Activating your features
  • Setting up your membership levels (up to 3 levels)
  • Setting up your pricing page (up to 3 levels)
  • Importing your category structure
  • Add a main image to your homepage (image must be provided by you)
  • Uploading your logo and favicon
  • Setting up the homepage streaming widgets (please let us know which features you would like to stream on your homepage and in what order)
  • Closing Session to Review Website & Ask Questions (30 minute phone meeting)
  • BONUS PHONE SESSIONS – Schedule any time after your Closing Session

  • Editing Your Website One-on-One Training (30 minute phone meeting)
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  • $200 in Training & Setup Credits

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IN-PERSON WEBSITE SETUP PLAN

Who is this plan good for?

With the IN-PERSON Website Setup Package, a specialist from Brilliant Directories will meet with you in-person at your location for 3 days to ensure a smooth and quick transition to our platform.

What’s Included?

  • Dedicated Account Manager for Your First 30 Days
  • Direct Skype Chat Support for Your First 30 Days
  • Basic Implementation of Your New Website Based on Goals
  • Activating your features
  • Setting up your membership levels (up to 3 levels)
  • Setting up your pricing page (up to 3 levels)
  • Importing your category structure
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  • Setting up the homepage streaming widgets (please let us know which features you would like to stream on your homepage and in what order)
  • Closing Session to Review Website & Ask Questions (30 minute phone meeting)
  • BONUS PHONE SESSIONS – Schedule any time after your Closing Session

  • Editing Your Website One-on-One Training (30 minute phone meeting)
  • Member Management One-on-One Training (30 minute phone meeting)
  • Banner Ad Management One-on-One Training (30 minute phone meeting)
  • $500 in Training & Setup Credits

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DO-IT-YOURSELF WEBSITE SETUP PLAN

Who is this plan good for?

The DO-IT-YOURSELF Website Setup Plan is perfect for individuals who want a detailed breakdown of tasks they can complete themselves, in order to get their website up and running as soon and as efficiently as possible.

What’s Included?

  • Step 1 The Basics
  • Step 2 General Website Setup
  • Step 3 Website Design and Sales Strategy
  • Step 4 Populating Your Directory

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It’s Worked out Brilliantly

By Dr. Kevin G. – California, USA

Hello! I’m Dr. Kevin Grold. I’m the CEO of EDReferral.com and here you can see my homepage created with Brilliant Directories. It’s worked out brilliantly for me in that it’s allowed me to create many different ways for people to search for eating disorder treatment which is what we do.

So for instance on the homepage here when you open it up it automatically brings up all the icons of all the treatment centers and individuals and support groups in your local area automatically. Then we have a little video that explains all the different features of the site and if you scroll down you can visit our sponsors and you can also read about many different topics related to eating disorders.

But what I really like about the site is when you go to do a search Brilliant Directories allows me to create many different ways for people to search here that people can click on just to find treatment in their state, we can search by keyword here, we can also click on an icon map that was back on our homepage, or again click on a state in another way at the bottom. But what I really like is that there are specific ways for searching for treatment. And for instance if you clicked on let’s say “Eating Issues Treated” and then click on let’s say “Anorexia”… what it does is it automatically fills in your local area here and in Del Mar and you click search, what that does is bring up all the resources related to anorexia in my local area. And you can click on any of these highlighted treatment centers or individuals to read more about them.

What it’s doing is at the same time is creating a separate page for each one of these categories that you’ll see here. So for instance “Collaborates with” and then “College health centers” in Del Mar – that creates a separate page. That’s what I really like about Brilliant Directories. So for instance if I did a search on Google we’re going to see that I have over 40,000 pages – 40,000 different combinations that Brilliant Directories created for me so that I’ll have so many pages on Google and so many ways for people to find me.

And for instance if somebody types in “eating disorder treatment centers”, who’s going to come up first? EDReferral.com. So I’d like to say that Brilliant Directories is working out brilliantly for me and thank you for the amazing site.

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Brilliant Directories Is A Lot Of Fun!

By Patrick W. – Illinois, USA

Hi, my name is Patrick and I’m one of the developers here at 2Nerds Design Studio. We are a third-party company that works with Brilliant Directories’ current and new members. I have seen a lot of software out there on the market for directories and I have got to say Brilliant Directories is one of the best on the market.

The reason is because Brilliant Directories is very user friendly and helpful to new members that join the site. One thing that Brilliant Directories allows their members to do is to create directory websites very easily and at a very cheap price which is wonderful for people who are starting up their own business. Also Brilliant Directories has a good SEO optimization platform for customers which is very important for growing your business as well.

I would say Brilliant Directories is probably one of the best and it’s been a lot of fun. That’s what we love working on — Brilliant Directories’ members and new members that come on board. So I always suggest to members who want to start a directory website that they should use Brilliant Directories as their platform to do so.

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This Company Is Brilliant

By Doris F. – Florida, USA

Hi guys. My name is Doris Flewellen and I’m located in Pembroke Pines, Florida. I want to take the time to share with you my experiences with Brilliant Directories. First I’d like to say, yes, I highly recommend them. As a business owner and someone very new to the directory industry, I had no clue as to what it is I needed to do. I didn’t know where to start. I didn’t know where to begin. The customer service at Brilliant Directories is amazing. Ultimately, it’s the customer service and the warmth of the whole team that allowed me to make the decision as to whether or not I was going to purchase this software. And I’m glad that I did because the support, like I said, is amazing.

The company itself is brilliant. I have to tell you this story – I had so many membership levels in my directory it was ridiculous. And it was funny because I could just imagine the look on Jason’s [Brilliant Directories CEO] face when he was looking, like, “what is going on here?” And so what he did is he actually took the time to straighten that whole mess out for me at no cost to me. That was amazing.

I’ve not only bought one directory, I bought two. If you are skeptical/undecided as to whether or not this company is the company that you should purchase your directory from, take it from me, I highly recommend that you choose Brilliant Directories simply because the support from their customer service department is awesome. There’s not a time when I sent over a frustrating email and someone sent one back in frustration. It was always patience. They’re very patient with you because trust me, I have seen my fair share of angry emails out of my own personal frustrations of trying to figure out what it is I want to do, and when Jason [Brilliant Directories CEO] called me personally to say, “Hey, we don’t want you frustrated. We want to resolve the issue and we’re going to resolve it today…” I love that. I love that confidence in his voice knowing that he was not going to let me get off that phone upset like I was. And when I got off that phone I’ll tell you I was relaxed. It was a weight lifted off my shoulders and it was one less thing I had to worry about. And I thank them so much.

So again if you are undecided/not sure if Brilliant Directories is the route to take, I can tell you, you need to take it. No more hesitating. Do it today. You need to lock in on those promotions or whatever opportunity that was presented to you and jump on it because it’s definitely worth it.

Now my directory is generating money for me and I owe it all to Brilliant Directories. I owe it all to the team. Overall, to everyone who had a hand in putting this whole thing together, it’s amazing. I appreciate you guys. I love you guys! Thank you so much, guys. I highly recommend Brilliant Directories. Thank you!

via YouTube.com

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