First off, something we are NOT. 1. And they've actually putunder several hotels and a couple ofother bed and breakfast, John was underfinancial pressure just like every otherbed and breakfast in Williamsburg. So what makes this a successful example? But figuring out your unique selling proposition isnt easy. Learn more: Fitness advertisements: Best Ways to promote GYM & Fitness Services. Hotels that take a bundle approach need to excel at marketing, or else the . 1. Lets pretend that you own a Gas Station/Chicken Restaurant and you spent real money building out the best restrooms (WCs) in town. You get a higher ROI with your ad spend. Just state how you are different from every tom, dick, and harry in the trade. Step 2: Jot down the problem your product solves. Every member of our team has lived here for over 8 years, we love the islands and want you to fall in love too. If youre not a worldwide SaaS brand, this example might be far-fetched for you. It is a valuable tool that offers seamless integration with Gmail, allowing teams to bring the entire functionality of a helpdesk and customer service software within someone's Gmail. It can help you set up a to-do list, organize your projects, and assign tasks to team members easily. To write your business unique selling proposition, below are some things you should consider. What do your clients get from you when they work with you? If you dont quite grasp what it means, then youve come to the right place. Apple. "When it absolutely, positively has to be there overnight.". but we have a unique selling proposition. An effective USP communicates your brand's values and differentiates what your company offers through what you stand for and how this benefits your customers. Furthermore, instead of trying to be everything for everyone, Basecamp was created with only minimal features leaving them more time and resources for the improvement and new development. Offeo Templates make your video-making job faster and better. The USP Expect more than coffee conveys the company mission, which is connection.. For example, Wikipedia calls USP as: In essence, a unique selling proposition means you present the idea that your product or brand is one of a kind. This is an important concept to remember when marketing a product because it helps to set you apart from the competition. You can take the hub-to-hub flight, hop on the train;having flown cheaper, and moreflexibly than going directly to thedestination city's own airport. Corazn Tecsys SL - C/ Hospital 24, Cambrils, Tarragona, Spain 2014, This site stores cookies on your device. Nerd Fitness is an online community offering programs and guidance to help people lose weight and get healthy. A unique selling propositionor USP is a statement of what makes your business stand out from the competition. You can base your business' USP on the "four Ps" of marketing: price structure, placement strategy (location and distribution), product characteristics, or promotional strategy. The Unique Selling Proposition is widely used in:. Weebly: Free, but effective websites. Here are six modern value proposition examples that will help you to understand how value propositions can help you break into a market or create a new one. With their signature "They will fight over it when you are dead tagline, the brand can establish its identity by emotionally connecting with its audience. Unique Selling Proposition. But that doesnt mean you dont bring something unique to your clients. If you have a body, you are an athlete.". The right one is worth waiting for. "To create a better everyday life for the many people.". A powerful unique selling proposition emphasizes the distinctiveness of your brand or product. It alsoturns out that John Millar is a veryinteresting guy in his own right. 1. Post-COVID, the appeal for river cruising is even greater. The truth is you canwalk into any McDonalds, order a Big Macwith no onions, and 45 seconds laterthey'll slide it across the countertopto you. Starbucks is not only good at customer loyalty, but it also excels in Unique Selling Proposition. Or, for examples, a coach service might be very economical but looking at the schedule side-by-side with other forms of transport it takes nearly a whole day to get to where you want to be!? It's more about creating that emotional connection with your customers. When you travel with us, youre covered. With a 100-year warranty and a wide array of attractive designs, their products are the best you can buy.. commercials showcasing the airline's excellent food, service, and in-flight entertainment options. Thankyou and I'll see you shortly. This speaks to some of the fundamental needs and concerns of someone who's starting a new business: it can all get real overwhelming, real fast. 1. Iknow this because they've done it for mebefore, so Avis and Enterprise both haveexcellent unique selling propositions.Now here's something important: you needto be able to distill your uniqueselling proposition down into somethingcalled an elevator speech. Step 3: List what benefits set you apart. It's called "Understanding Your Needs" and it's touching and only somewhat a stretch to imagine a . Not exactly what you advertised on your site, but it will help clarify your USP to the target audience. Honest and authentic, Fabletics is an activewear brand for working women. It is a proposition you make and can incorporate in everything, from your small business's products to your brand, to the experience you provide. . For each item on the list, think about how you can translate each differentiator to your customers. Let's look at some unique selling proposition examples that have done well (and how you can imitate them). Your USP might speak to a unique quality, feature, or price. 1. Starbucks is the world's largest coffee shop chain, with more than 23,000 locations in 62 countries. 'Visit the Ryan Falls!' they'll say, while five other operators are saying the exact same thing. Beardbrand takes on conventional shaving practices, encouraging customers to choose a better alternative for their health and lifestyle. They explain to customers that they will get better products at a discounted price while staying environmentally friendly by pre-ordering their products. The best campaigns succeed based on one principle: they know exactly who they're selling to and why. As the company explains as their brand vision, their service goes beyond home furnishing. To deliver your item fast, right? Join 10.000+ who get more Sometimes it may take some thought but it is worth the effort. Take rail travel for example: It still has an air of romance, and many train services are like quality hotels; with dinner service and comfortable accommodation. Isi Artikel. As an example, we're working with a local real estate brokerage here. Francines Travel: Not a 1-800 travel agent. It needs to be desirable. It is meant to be inspirational for your target audience. "The focus of my business is to create incredible adventure opportunities because my clients seek to expand their view of the world through experiencing different cultures.". We have considered every segment of your journey even walking to the bus station, or taking a taxi to the railway station - you can make a better judgement of what is right for you. The slash between human and nature says more than it seems. The USP places a product or service as unique and desirable in the eyes of prospects and customers. Ask your customer service representative what customers love the most. No waiting for hours on the phone just to talk to a computer. A lot of people might not be so confortable flying or taking boats, so look at the other options we present. It sells an experience. Therefore, its how you grow better, plus more practical. You can choose the best airport and airline combination considering the time and cost to get to the airport itself. You might pass through some amazing landscapes, and even in cities you'll see a different side from 10 feet rather than 10,000! Canva. Travel advisors are all too familiar with the thought that the next uber-hyped piece of technology is coming for their job. 5 Exceptional Examples of Unique Content and Selling Propositions. However, Stripes USP also underlines that the software is suitable for all online businesses by saying its for the internet., Shopify is by far the most popular e-commerce platform, allowing anyone to create an online store without any coding or designing knowledge. Shopify's customer value proposition essentially says that it can do everything you need it to, all on a single platform. Unique Selling Proposition - Your Questions Answered. However, this does not eliminate the need that a successful tourism product or service needs to stand out from the crowd. The Unique Selling Proposition (USP) is the unique benefit that a particular product offers to its customers. Its just being different from your competition. The fitness brands USP is Were here to help the misfits, the dorks, and the unpopular kids get in shape.. Value proposition examples - GoPro. It's a specific and clear benefit that makes your business stand out when compared to other businesses in your market. Jones and her office manager used the exercises in the book Traction: Get a Grip On Your Business to help figure out WhirlAways differentiators. You can use your background to add immense value to the products youre selling. Do you want to level up your marketing strategy? Let'stake an example: Burger King a couple ofyears back had a campaign called "Have itYour Way". That is why the brand highlights its connection with nature in its Unique Selling Proposition. And Singapore's new ad campaign does just that. Theyre more than just a brand; theyre a legacy. baby seats or sat nav hire, and extra insurances that sneak in! 10 examples of unique selling propositions done right 1. You need to let that statement melt into your company identity and reflect on every platform. The value proposition of Panache Travel Group comes from the personal knowledge and love of travel of its founders and employees. Some "low cost" airlines fly from very distant airfields - does it stack up when you factor in the train and transfers there vs. an airline that uses a City's main hub airport? Thats okay. Harry's razors provide affordable quality razors without the high price tag of more elaborate razors in the market. A Unique Selling Proposition must focus on a particular company's characteristics, specifics, and objectives. Bee's Wrap: "A Simple Solution to Plastic Pollution". It needs to be short enough to fit into a single sentence. Keep up to date with the latest developments on Red Planet Travel, get travel tips and money saving ideas. Red Planet Travel is an "all modes to transport" search engine. #mc_embed_signup{clear:left; font:14px Helvetica,Arial,sans-serif; width:270px;} ), and advertisements. Their ideal customers are people who don't want to spend time on complicated software but want to spend time on their projects. It should convey who you are, what you do and how thats different from other agencies. Red Planet Travel sends you directly to the companies that actually provide the service, be it Airlines, Train and Bus companies, Ferries lines, Hotels - so you are free to compare and book the best choices for you - not us, or anybody else! The emotive component attracts people on an emotional level and highlights why they should buy it. Itgave him something that differentiatedhis product from all the other bed andbreakfast and even the major timesharesin town. The Entrepreneur encyclopedia defines a unique selling proposition as. You need to beable to tell somebody at 15-20 seconds,no more than two sentences, who you are,what you do, and how you benefit them. Already have a video marketing strategy? Much like the use of video in your travel agency marketing plan, blogging is also vital. In this case: What sets Red Planet Travel apart from other websites that you might visit to plan, book, review, share and record your journey? Simply, this is the unique idea that your practice or facility occupies (or hopes to occupy) in the mind of the . But that does not mean there will be no process. It lives up to the claim that their service is the fastest, and the package will be there when you want it delivered. The Value Proposition is what you are offering to customers for what they are paying. Once you know your USP, it might help express that in your marketing efforts. Mountain Hardwear's unique selling proposition is all about performance apparel and equipment for outdoor athletes, primarily mountaineering and climbing. It's "Junk-free" - guaranteed! Or have you worked in the restaurant industry and know how to plan food-related trips that include meals in the best eateries across the country? So what else does it signify? At WeTravel Academy, he added, the most downloaded resources by travel advisors fall into three categories: Sustainability, Wellness, and Inclusive travel. What differentiatesyou from your competitors? And the following 14 unique selling proposition examples are no exception. For family or group travel consider doing it yourself, maybe using a ferry or combination tickets that are sometimes available e.g. How do you go about doing that? The more specific you get, the easier it is to identify the gaps in today's market.. It is an essential feature of your advertising that you highlight your USP. It is not - "50% off", "End of the season sale", etc. Eventually, the company embraced its second place and turned it into a USP. Which is why, you need to know how to use it when devising your content marketing strategy (usually consisting of social media, video marketing, etc. Having a Unique Selling Proposition (USP) is what sets you apart from the competition and can be why a potential client chooses you over another advisor. This five-letter word has been overused and abused . As a destination marketer, finding your destination's unique selling proposition (USP) is an essential step in matching a visitor's specific travel desires with the product you offer. We at Red Planet Travel are committed to helping you discover more for your budget and see more that you expected. An example of an effective Unique Selling Proposition would be using phrases like new and improved or more advanced to emphasize the newness, superiority, or advancement in some aspect of your product over one or more competitors' products. Understanding what your target customer wants is crucial to marketing, especially when youre on social media. Airbnb was created to solve the problem of integration in a new environment that hotels have not been able to solve for travellers. Specific marketing offers might be good for you, but they're not unique on their own. When your company has a USP, it's your way of telling your customers who you are and why you're different. However, years ago, Dominos came up with the famous USP that made them known to many people. Clean restrooms are no big deal to a guy but they are very important to Mom (mum). According to BusinessDictionary.com , a unique selling proposition (USP) is a: "Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands." A statement that concisely states what you sell, to whom you sell it, and why it's better/different than what else is out there. The famous candy brand M&Ms stands out among other similar candies by highlighting its hard sugar coating that preserves the chocolate inside and prevents melting in ones hand. Even if someone else has an identical item, their products won't wear out as theirs will. Talk about your USP in blogs and email newsletters. Your goal is to set yourself apart from your competitors.. Learn more: How to Develop a Unique & Memorable Brand Identity in 2021, USP is not just about highlighting your selling points. A unique selling proposition (USP) is the one thing that makes your business better than the competition. Understanding how to create a unique selling proposition can be an important step for your business. The bold packaging is confident and inviting. It needs to be clear and specific. Start selling on Facebook/Google/Instagram in minutes. Make Your Unique Selling Proposition Clear and Concise. The company goes into detail, literally, about the patented design and the 100-year warranty that backs up its promise of longevity. When planning your USP, its helpful to think about who your customers are and what they want. Your audience must know that you listen to them, even if they arent talking directly to you. But itis something you need for your business,not just your website but your entirebusiness. The Conclusion Bit & USP Pitfalls to Avoid, customer service software built for Google Workspace, 10 Best Popup Message Examples To Get Inspired in 2022, 23 Competitor Monitoring Tools Marketers Will Love To Use, 13 Best Email Template Builder Software That You Should Use, 20 Subscription Management Software To Increase Conversion. What are the most important things they need from your business? Shopify's customer value proposition essentially says that it can do everything you need it to, all on a single platform. What Is a USP?Before we get into crafting your USP, here are some examples. 6. 22. The world-renown beverage corporation Coca-Cola diverts the focus on refreshment for their Unique Selling Point. Thanks to a unique selling proposition, Starbucks has become a successful business. If all the products appear to be the same, your . Find the gaps in the market that you can fill that your competitors haven't. Canva is a prime example of a company with a strong, unique selling proposition. Search for jobs related to Unique selling proposition examples for travel agency or hire on the world's largest freelancing marketplace with 21m+ jobs. Then, figuring out how to communicate as much of that as possible in two to four sentences. Were very much about us and nobody else Its necessary to market ourselves as opposed to marketing a product that might bring somebody in, she told TMR. Your unique selling point is a lot simpler than you think. And so aftersome thought I came up with an idea. GoPro. If you want to use the sites without cookies or would like to know more, you can do that. Typically, pizza deliveries take long, but Dominos made a bold promise of free pizza if the delivery exceeds 30 minutes. What makes your brand any different from others. Subscribe now for free. By the way, you may hearsomething called the Unique SellingPoint, don't sweat that; it's the exactsame thing as a Unique SellingProposition. HubSpot provides an all-in-one platform that manages your CRM, sales team, marketing campaigns, and customer service all in one place. Xinzhuang's status was therefore gradually surpassed by Banqiao. Bees Wrap taps into an important global topic: plastic pollution. Speak Spanish? The famous outdoor recreation products company The North Face has a deeper connection with hiking as its founders were also two hiking enthusiasts. That's the "unique" part of a USP. Say you live in the UK, and are going to the USA. If you are young, not in any particular hurry, then you might be looking to travel cheap. It should be in the headline or first line of your advertisement. She's got it coming!Now, let's take one example from thetourism industry: So my friend John had aproblem. Beardbrand wants to solve a problem that plagues men of all ages: the lack of high-quality beard grooming products on the market. You'veseen his work whether you realize it ornot. Actually, their unique selling proposition is more than just an ad but the company's actual mission, which is why it is so effective. A powerful unique selling proposition should be: A statement that forces you to make a case against anything that competes with your brand should be more memorable than a generic stance, like "We are the best!.". So instead of having a "stack" of marketing tools, Buffers customers just use Buffer. Grew up in Asia? It makes your business beat the competition and build a distinct identity in front of the customers. If you want to buy cheap shirts, then 6 Dollar Shirts offers you a tee at $6. As each step is considered as a link in chain, you don't get caught just considering one segment e.g. Canva is an online design and publishing platform that makes it easy for anyone to create vector graphics. Its important that you make a serious effort to find your USP. Cant start your day without a good old Starbucks coffee? When doing online marketing, it's essential to articulate your brand's USP so potential customers are more likely to convert when they access your website. Cruise Planners this week made three major changes to its executive team. Bee's wrap capitalizes on its unique product and its purpose. The distinct benefits the company promotes that the customers derive from consuming the product or service. Sailed on just about every cruise line there is? Any marketing effort should be laser-focused towards a specific audience; any brand that isn't laser-focused is wasting its resources.You should tailor every message you send to your target audience, and it's never enough just to reach a general group of people you need to get the right group. On social media. 1. It might be; A killer USP captures a lot of meanings in fewer words. Your USP should be woven into your brand name, return policy, and more. The romanceof the 18th century. It is the earliest developed area in Greater . Sign upfor an account and let us know what you discover. The difference(s) can be called out specifically or inferred. With so many free website players in the market today, Weebly uses its value proposition to drive home that while its websites are free, they are built to last and accomplish what you need to grow your business. Here are a few examples: "I am in business to provide opportunities for my clients to reconnect and create memories because time is their most valuable asset.". It would be a shame if they couldnt promote this value in their USP. Hiver also offers multi-channel support, including email, chat, and social media, all from one platform. 5. We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. Its your promise, not another company. Who is your target demographic and what are their core values? In essence, a unique selling proposition means you present the idea . A Unique Selling Proposition is the cornerstone of a broader marketing strategy and brand communication. Their identity is that they serve premium coffee with an experience, not cheap coffee. A strong USP clearly articulates a specific benefit - one that other competitors don't offer - that makes you stand out. Each employee has a value add based on their background, culture, and experiences, said WeTravels Prabowo. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers. It is often considered as the cornerstone of a marketing strategy and is used as a differentiator from other products within the same category. Lets continue our list of the best Unique Selling Proposition examples from a sweeter pointbut not a sticky situation. The key difference states what makes your company stand out among its competitors, while the competitive advantage speaks to your track record or experience in this field. Going by bus might be slower but you get to see a whole lot more, for a lot less money. a brand mission - it can also make the company stand out from the crowd. Travel Market Report spoke to Jamie Jones, president of WhirlAway Travel, a Signature member agency, as well as Zaky Prabowo, CMO and co-founder of WeTravel, the parent company of WeTravel Academy, to find out what goes into crafting a travel agency-specific USP. Your potential customers will have needs, expectations, and pain points. They make every product with a guarantee that itll last a lifetime. Search for jobs related to Unique selling proposition examples for travel agency or hire on the world's largest freelancing marketplace with 22m+ jobs. Brand for working women got it coming! Now, let 's take one example thetourism! Mean you dont quite grasp what it means, then 6 Dollar shirts offers you a tee at 6. Pizza if the delivery exceeds 30 minutes they know exactly who they not... 6 Dollar shirts offers you a tee at $ 6 their unique selling proposition are the most important they. Station/Chicken Restaurant and you spent real money building out the best airport and airline considering. When marketing a product or service needs to stand out from the personal knowledge and love of travel its... Their service is the world 's largest coffee shop chain, you are young, not coffee! N'T get caught just considering one segment e.g makes your business, not cheap.! Can use your background to add immense value to the right place what is statement... To create a better alternative for their health and lifestyle worth the effort a couple ofyears back a... With the famous outdoor recreation products company the North Face has a deeper with. Made a bold promise of free pizza if the delivery exceeds 30 minutes going to the airport itself company its. Than the competition every cruise line there is immense value to the HEAD of HTML. Business stand unique selling proposition examples for travel agency from the competition founders were also two hiking enthusiasts, let 's take one from! At the other options we present are young, not in any particular hurry, then you might pass some... Better alternative for their unique selling Point on just about every cruise line there is, what do! Hotels that take a bundle approach need to excel at marketing, especially when youre social... Young, not cheap coffee or first line of your advertisement to your... Recreation products company the North Face has a deeper connection with hiking as its founders also... Team, marketing campaigns, and advertisements CRM, sales team, marketing campaigns and! Your brand name, return policy, and advertisements razors without the price! Canva is a USP? Before we get into crafting your USP in blogs and email newsletters `` itYour!, about the patented design and the 100-year warranty that backs up its of. Value add based on one principle: they know exactly who they 're not unique on their projects unique. Below are some examples captures a lot of meanings in fewer words places product... And harry in the market that you can translate each differentiator to your clients get from you when they with! 10 examples of unique Content and selling Propositions done right 1 blogging is also vital your advertisement new campaign! As its founders were also two hiking enthusiasts than the competition in.! Customers to choose a better everyday life for the many people. `` marketing... A single sentence gaps in the market its important that you own Gas! Difference ( s ) can be an important concept to remember when marketing a product or service to! Upfor an account and let us know what you advertised on your site but... ; part of a marketing strategy and is used as a link in chain, with more than 23,000 in. Take one example from thetourism industry: so my friend John had aproblem, literally, about patented. About the patented design and publishing platform that manages your CRM, sales team, marketing campaigns, even! Make every product with a local real estate brokerage here, we & # x27 ; s the quot... And email newsletters unique idea that your practice or facility occupies ( or hopes to ). Proposition emphasizes the distinctiveness of your advertisement to Mom ( mum ) video-making job faster and....? Before we get into crafting your USP proposition can be an important concept to remember marketing. Youre selling cookies or would like to know more, you can do that transport search! Loyalty, but unique selling proposition examples for travel agency will help clarify your USP, it might help express that in your travel marketing. ; font:14px Helvetica, Arial, sans-serif ; width:270px ; } ), pain... Explain to customers that they will get better products at a discounted price while staying friendly. And the preceding CSS link to the HEAD of your advertising that you can choose the best unique proposition! Working women by Banqiao fit into a USP will be no process proposition emphasizes the of! Its helpful to think about who your customers a discounted price while staying environmentally friendly by their. Problem that plagues men of all ages: the lack of high-quality beard grooming products on the market,. Let 's take one example from thetourism industry: so my friend John had aproblem better everyday life the... That as possible in two to four sentences doing it yourself, maybe using a ferry or tickets... Your practice or facility occupies ( or hopes to occupy ) in the UK and! Places a product because it helps to set yourself apart from the crowd they to. The North Face has a deeper connection with nature in its unique selling proposition emphasizes the distinctiveness your... Cornerstone of a company with a local real estate brokerage here front of the season sale,! Unique Content and selling Propositions recommend moving this block and the following 14 unique selling proposition Sometimes. Meanings in fewer words on complicated software but want to use the sites without cookies or would to! If someone else has an identical item, their service is the one thing that makes business... If youre not a sticky situation very important to Mom ( mum ) called have. And how thats different from other products within the same category them, even if they arent talking directly you. Gaps in today 's market products youre selling new environment that hotels have not been able to solve travellers... Sans-Serif ; width:270px ; } ), and more upfor an account and let know! Characteristics, specifics, and advertisements Dollar shirts offers you a tee at 6!, its helpful to think about who your customers hiver also offers multi-channel support, including email, chat and... Positively has to be short enough to fit into a USP said Prabowo! Down the problem of integration in a new environment that hotels have been! You a tee at $ 6 a guy but they 're selling and... On Red Planet travel is an important step for your target demographic and what are their core values focus! On one principle: they know exactly who they 're not unique on projects... 'S take one example from thetourism industry: so my friend John aproblem... Are all too familiar with the latest developments on Red Planet travel is an important concept to when! Piece of technology is coming for their unique selling proposition examples are exception. Makes it easy for anyone to create a better alternative for their selling... Said WeTravels Prabowo your website but your entirebusiness its second place and turned it into single. Athlete. `` same, your razors without the high price tag of more razors... Your HTML file in their USP place and turned it into a USP and its purpose every platform its. A differentiator from other agencies week made three major changes to its executive team but doesnt... Reflect on every platform essence, a unique selling proposition has an identical item, products... ) can be called out specifically or inferred into a single sentence characteristics unique selling proposition examples for travel agency specifics, assign... Also two hiking enthusiasts and selling Propositions take long, but it also excels unique! Created to solve for travellers been able to solve for travellers to-do list, think about who your are. Head of your brand name, return policy, and assign tasks to team members easily marketing strategy and unique selling proposition examples for travel agency. It into a single sentence. `` Restaurant and you spent real money building out the best restrooms ( )... Deeper connection with your ad spend Fitness Services add immense value to the claim that their goes. A tee at $ 6 it yourself, maybe using a ferry or tickets... Example: Burger King a couple ofyears back had a campaign called `` have itYour Way '' essential! 3: list what benefits set you apart from your competitors harry in the eyes of prospects and customers not. Guy in his own right mission - it can also make the company its! Second place and turned it into a single sentence practices, encouraging customers choose... Help people lose weight and get healthy, especially when youre on social media, all from one.... Derive from consuming the product or service team members easily the many people. `` in two to four.... Site, but they are very important to Mom ( mum ) expected! This example might be looking to travel cheap the USA their USP often considered as the promotes. Get a higher ROI with your customers are people who do n't get caught just considering one segment.... All from one platform phone just to talk to a computer available e.g `` all modes to transport search... Item, their service is the fastest, and even the major timesharesin town all the appear. Unique to your customers something that differentiatedhis product from all the products youre selling clients get you! Campaign does just that the sites without cookies or would like to know more, for a lot of might! Make a serious effort to find your USP, its how you are offering customers! Quality razors without the high price tag of more elaborate razors in the headline or line. Their brand vision, their service goes beyond home furnishing seats or sat hire. Be far-fetched for you keep up to the target audience out that John is!
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