Fotis Chatzinicolaou - Calm And Profitable, Agiou Teneke 69, Piraeus (2026)

27/06/2025

Why ButcherBox’s ‘Free Meat for a Year’ Beats Every 10% Off Pop-up

While most brands beg for email addresses with boring 10% discounts, ButcherBox does something brilliantly different.

Just take a look at their pop-up box in the image below.

And it’s great NOT because of the copy.

What makes it great is one simple thing that many people ignore in marketing nowadays:

It Makes An irresistible Offer To ButcherBox’s Ideal Customer

Now, let’s be clear:

I don’t have access to ButcherBox’s Klaviyo account. But I don’t need it. When you’ve seen this pattern play out across enough 8 and 9-figure brands, you learn to spot a grand-slam winner based on strategy alone.

And the strategy here is flawless.

For starters, ButcherBox is selling a subscription-based meat delivery service.

They ship high-quality, grass-fed, and pasture-raised meats directly to customers’ doors.

So, their clients LOVE eating meat.

And what do we see offered in the pop-up?

Not the typical “Get 10% Off On Your First Order” we see in many ecommerce brands.

While this 10% off is still an offer, it’s not a yummy one.

Nobody craves a 10% off.

But what about ButcherBox’s customers?

Those guys and gals are definitely craving meat.

So when ButcherBox offers “free meat for a year” on the pop-up, they’re telling their ideal customers, “Hey, we get you and here’s a tasty offer for you.”

Brilliant. Just brilliant.

And guess what?

This is a principle ANY company can use to their advantage.

I mainly work for and consult health and wellness companies these days, so let’s see a few examples shall we?

* For A Sleep Supplement

The Generic Offer: “Get 15% Off Your First Bottle.”

This is forgettable (pun intended). It offers a small financial relief but doesn’t connect with the customer’s core aspiration: to have a sharper, more capable mind.

A New, More Irresistible Offer: Get a FREE “Learn Anything Faster” Masterclass ($97 Value)

The person buying a memory supplement wants the outcome of a better memory. They want to learn a language, ace an exam, or feel sharper in meetings. This offer gives them a high-value tool that works in perfect synergy with the supplement. It reframes the purchase from “buying a supplement” to “investing in a complete cognitive enhancement system.”

*For A Skincare Serum

The Generic Offer: “Free Shipping On Your Order.”

Yawn. Common and weak. It removes a negative (a shipping fee) but doesn’t add a positive, exciting bonus. It doesn’t make the customer crave the product more.

A New, More Irresistible Offer: Get a FREE Cryo-Glow Facial Roller ($35 Value) With Your Serum

The customer doesn’t wake up in the morning thinking, “Jeez, I wish I could buy another serum.” They want the feeling of radiant skin and the luxurious experience of a powerful skincare routine. A tool like a high-quality facial roller is something they’ve likely seen and considered buying. Offering it for free elevates the serum from a simple product to a key part of a coveted ritual. It adds tangible, experiential value that a discount can’t match.

* For Mushroom Coffee

The Generic Offer: “Sign Up for 10% Off.”

Like the others, this is predictable and uninspired. It doesn’t tap into why someone chooses a coffee alternative in the first place.

A New, More Irresistible Offer: Get a FREE High-Speed Frother With Your First Bag of Coffee

People buying mushroom coffee are looking to optimize their day, starting with their morning ritual. They desire focus, clean energy, and a sense of well-being. A frother is a simple, affordable tool that dramatically enhances the coffee experience. This offer gives the customer something that makes the product itself more enjoyable and helps them build the very ritual they’re aspiring to.

“But Our Margins!”

Right about now, the little voice in your head (the one that sounds suspiciously like your CFO) is probably screaming:

“Fotis, are you insane? A $97 masterclass? A $35 facial roller? We can’t just hemorrhage cash giving away freebies!”

You’re right to be protective of your bottom line.

But the problem isn’t the cost of the freebie. It’s the “spreadsheet brain” that only sees expenses and misses the strategic picture.

You’re not giving away a “$97 masterclass.” You’re giving away a digital asset you paid to create once and now costs you pennies to deliver an infinite number of times.

You’re not giving away a “$35 facial roller.” You’re sourcing a high-quality roller for $4, branding it, and presenting it as a high-value tool that makes your actual product indispensable.

You don’t kill your margins.

You intelligently acquire higher quality customers.

A generic 10% off might convert at 2%.

An irresistible, desire-matched offer like this could convert at 5% or 8%.

And based on what I’ve seen after 10 years in the game, a customer who entered your world because of a great bonus has higher LTV (Lifetime Value) than someone who bought because of a discount.

And it makes sense, if you think about it.

Discounts mainly attract people who like deals… not people who want to solve problems or fulfill their desires.

Lastly, that freebie becomes a Trojan Horse for your brand.

When a customer uses your roller every morning, your serum is the only product on their mind.

So, it’s not an expense. It’s a moat of loyalty the competition can’t cross.

The #1 Trap That Turns Irresistible Offers Into Junk

Now, here’s where 90% of brands trip over their own shoelaces and face-plant.

They get the concept, they get excited, and then they make one fatal mistake.

They pick a freebie that they think is cool, not what their customer actually craves.

I’ve seen this play out in $350/hour consulting calls more times than I can count.

A fitness brand selling a weight loss program offers a “free productivity planner.” Wrong. Your customer wants to lose 15 pounds, not become a project manager.

A sleep supplement company offers a “free branded water bottle.” Please. An insomniac wants to stop staring at the ceiling at 3 AM, not hydrate more efficiently.

To prevent this, you simply have to get inside your customer’s head.

Here’s a basic rule:

Your offer must be a direct bridge to your customer’s deepest desire.

Let’s put this into a formula so simple you can’t get it wrong:

* ButcherBox: The desire is an abundance of meat. The bridge is free meat.

* Skincare: The desire is radiant, glowing skin. The bridge is a tool for glowing skin.

* Mushroom Coffee: The desire is an optimized morning ritual. The bridge is a tool to enhance that ritual.
In other palavras:

Match the tool to the dream.

And that is precisely why the ButcherBox pop-up is marketing genius.

They don’t offer another generic “Get 10% Off.”

They offer a year-long promise that they understand their customer’s world better than anyone else.

They’re selling the dream of a full freezer.

And now I wish I lived in America so that I could order meat from them.

May the paws be with you,

Fotis Chatzinicolaou

16/05/2025

Read this if you get FOMO looking at the "low ticket offer" trend
Today I want to comment on the "new" trend of the Internet Marketing industry:

Low-ticket offers.

Over the last few years, they've apparently made a comeback, with people using different terms to describe them – "self-liquidating offers" or even "buyer activation offers" (a term I heard secondhand from Mario Castelli of Genesis).

I find it cute that many beginners in this space (or people who haven't run low-ticket offers before) think this is some brand new, revolutionary approach that's going to completely transform how they do business.

But there's NOTHING new under the marketing sun.

And this is the case with low-ticket offers.

Take a look at this post's image.

This was an ad that first ran in 1979 and made an absolute fortune.

It was essentially selling a book for $10 (which in today's money would be around $20)

The idea was simply this:

"We'll run an ad in a newspaper that costs $5,000, get a bunch of buyers, then upsell those buyers to other things on the backend."

So, they sold this book to help them liquidate the newspaper cost.

And then, since they'd have recouped their investment, any money they'd make afterwards would be pure profit.

The old-school guys didn't necessarily have the high-ticket coaching programs you see today, but they absolutely understood the power of having a list of buyers.

They would strike joint venture deals, promote each other's products, and easily make more of the green stuff on the backend.

And that's just 1979.

If you dig through archives of even older newspapers, you'll find people selling low-priced information products decades earlier.

Here's what this means for your good-looking self:

Don't feel pressured to create a new low-ticket offer if things are already working well in your business.

Low-ticket offers are just one way to skin the cat (as a cat dad of 4.75 I always feel bad using this expression.)

If you have other methods working for you, if you're hitting your numbers and you're happy with how things are going, don't stress yourself creating a new low-ticket offer.

If you'd like to try low ticket offers? Then maybe check out this blueprint from my mentor Zach Hansen (full disclosure: that's an affiliate link, and I'll get a commission if you decide to invest in it).

But keep in mind the following:

You'll need to spend money on Facebook ads (unless you have a massive organic audience).

You'll have to figure out what the upsell path will be so you don't lose money from the ads (an issue I'm tackling right now).

And you must ensure that everything – the packaging, marketing message, content, and presentation – is designed to help people ascend to your high ticket offers.

Low-ticket offers might seem like a bright, shiny object right now.

But if you already have things working for you, I don't think you should stop what you're doing just to try them.

May the paws be with you,

Fotis Chatzinicolaou

World's Most Handsome Marketing Strategist

13/05/2025

the "O.M." mindset for maximizing profits (not just revenue) from almost any email list
After getting inspired by a product I bought last week, I launched a low ticket offer within 3 days.

It was just an ad... landing page (headline, subhead, CTA button)... order bump (a 60 minute consulting call with me)... a thank you page... and a presentation.

But it bombed HARD.

And I believe the reason was the messaging.

I was going after people spending $10,000 or more every day on ads. These are the clients I enjoy working with because there's stability to their business and can take advantage of my skills and wisdom.

But I forgot that there aren't really many business owners like that on fb.

In fact, when I tell people that my clients spend over 5 figs a day on ads they're like WHAT?

They're more used to people spending high 3 and 4 figs a day.

But for my clients, a $10,000 spend is actually a BAD day.

Anywho, while the idea bombed, I still consider the content in the presentation gold.

It's so good in fact that I'm gonna include it into the upcoming upsell for the 4 Day Email Cash Machine.

And one of the ideas in there is what I call "offer maximizing."

So let me start this with a story from one of my all-time best clients, Igor Kheifets.

(And yes, people might be getting brain aneurysms with the names – I'm Fotis Chatzinicolaou, and now I'm talking about Igor Kheifets... what the hell, right?)

Igor is a well-known personality in the e-learning space, helping people make money from home.

It's one of those industries filled with scammers and fly-by-nighters, but Igor has been in the space for nearly 17 years with incredible longevity.

Why?

Lots of reasons for this.

But an important one is that he never recommends something he hasn't thoroughly vetted to his list.

Everything he promotes genuinely helps his clients move closer to their goals.

And while I was working with Igor, I noticed that he's the epitome of offer maximizing.

So here's what we did:

Every single week, we would present a different offer to his list.

So if you were on his list, you'd see a new offer weekly addressing one of the struggles people face when trying to make a living from home.

Since there are 52 weeks in a year, we'd present 52 different offers.

Sometimes we'd promote one of our books...

Sometimes a webinar that pitched a course at the end...

Sometimes we'd directly pitch a course in the emails...

Sometimes a done-for-you service...

Sometimes an affiliate offer...

There was this constant "barrage" of offers to the list.

And this is one of the BEST approaches in history to make serious money and maximize your profit margins.

Businesses that spend heavily on ads to increase revenue, notice there's a limit to profit margins. They start eroding because ads cost money.

But when someone is already on your email list?

Your only expense to reach them is your autoresponder bill, a cost that's practically insignificant, especially when you have a responsive list.

Now, there are many businesses and entrepreneurs out there who have just one offer.

So, they're like "Oh, I just want to promote my one offer all the time."

But that's short sighted.

Why?

Because ALL audiences have a consumption limit.

See, people will not be able to consume your offer more times than they need.

And I don't mean "consume" literally – they're not eating your course or your laptop mouse.

But even if you execute email marketing perfectly and they buy some of your products, they'll eventually hit a limit on how many times they can buy the same thing from you (high ticket coaches and service providers are becoming painfully aware of this problem)

This creates a revenue blockage.

And, the best way around this is to develop new offers for your audience.

This, of course, is marketing 101.

But a lot of business owners don't realize this because they learn marketing from people who just sell internet marketing and have never built real businesses.

Now, I'm going to cut this one short because it's going to be part of a paid product.

But I'll leave you with the most powerful question you can pose to your handsome self.

And that is:

"What else does my audience need help with?"

If you spend a few hours researching this question, you'll come up with new offer ideas that you can present to your list.

And even if you botch it at first, all is good. You should never feel bad for creating something and having it not convert.

The more you practice in business, the closer you get to a handsome breakthrough.

Take for example what happened with my failed offer.

Sure, I didn't make any sales.

But the content is solid. It will be strategically repurposed. And it will allow me to profit, no matter what.

May the paws be with you,

Fotis Chatzinicolaou

World's Most Handsome Marketing Strategist

10/05/2025

The 16 Hour Email Cash MachineS (yes, plural)
Since I got the new tattoo, I’ve been feeling like a cripple while working.

It hurts a bit to place my forearm on the table when typing.

So I end up typing while supporting my right arm on my elbow. Which is awkward and fatigues my shoulder.

I’m also somewhat paranoid and don’t wanna place it yet on any surface. The tattoo artist did a marvelous job spooking me about a potential infection.

So it will take a few more days before I can work like I used to.

But, personally, I think that’s good. Being extra careful and paranoid about things never hurt anyone.

And since I don’t have a smooth transition for today’s topic, I might as well get into it:

The people who bought the 4 Day Email Cash Machine saw how I structure a 4 day campaign that can make a lot of the green stuff for almost any business.

However, this 4 day campaign is just one of the structures you can use.

Another one that works really well is what I call the 16 Hour Email Cash MachineS. And yeah, that’s plural for a reason.

I first noticed the great Ben Settle (my first email mentor) use a version of those a few wears back.

And the concept is simple:

* You put together a number of offers. For this example, let’s say 5

* You come up with a reason why you’re making these offers (your wife divorced you, the law will take away 50% or more of your assets, and you need money yesterday)

* You launch the first offer at 8am till midnight that day (The number of emails depends on the relationship with your list and, frankly, how much money you want to make [don’t laugh, many people have money blocks that just prevent them from

* The next day, you launch the second offer

* You repeat till you you run out of offers

* Your wife takes you back because she sees you making sooo much moolah that she’s like “I might as well divorce him a bit later “

Super simple structure.

And yet, very profitable.

You can also mix and match campaigns.

Perhaps one month you launch a 4 Day Email Cash Machine and the next one you launch 16 Hour Email Cash Machines. The sky is really the limit here.

There is an email and offer cadence that I prefer.

But this something I leave for clients or consulting calls.

I’ll also add one caveat:

You really need to have tight list building game too.

Meaning, you need a system that fills your list with qualified people on a daily basis.

If you don’t, your list will dwindle when doing any type of campaign (whether you use my structure or somebody else’s)

And after a while, the campaigns that pulled, say 6 figs, will shrink to high 5 figs… mid 5 figs… low 5 figs… etc.

Yes, an email list is an asset.

But, just like any asset, you have to take care of it… aka provide value and grow it.

It might sound goofy, but that’s how I view my new tattoo.

It’s an asset both for aesthetic and recalling reasons.

I know that by being a lil paranoid the first month, I’ll be very happy with it in the coming years, decades, and centuries.

May the paws be with you,

Fotis Chatzinicolaou

World’s Most Handsome Marketing Strategist

08/05/2025

The struggles of launching a low ticket offer
A couple weeks ago, I relaunched my old funnel that's selling my low ticket offer, 4-Day Email Cash Machine.

I already got 3 sales, which is cool.

However, I forgot how many things can go just WRONG when you're launching with facebook ads.

In my case, I spent around $300 that either I could have avoided or I just couldn't predict.

For example:

I noticed that countries like the Philippines (or, as I lovingly say, Pinayland), South Africa and Indonesia were sending me a LOT of clicks... without sales.

I mean, just Pinayland gave me 188 clicks... with no sales.

That's weird because other countries gave me at best 3-4 clicks with my budget.

So, what does this mean?

Fake traffic.

Turns out that some people have fake fb profiles and, with the use of tools that make me question humanity, they'll click your ads dozens, hundreds, and even thousands of times.

But since it's fake traffic, nobody is gonna buy.

Freaking facebook knows about this. And it does absolutely nothing because, frankly, it benefits a lot. For every fake click they generate for me, they also charge me money.

(It's why I'll be lower casing facebook till the day I die).

When I finally spotted the fake clicks, I've spent around 20 dollars.

Long story short, I removed those countries from my targeting for now. And I'll use a fake-traffic blocker in the future.

That's one problem.

The other problem is that now, you really have to segment your audience a little bit.

For example, when you run ads, facebook will show them again to people who have engaged with them or even bought your offer.

In the past this wasn't a problem.

fb would be conservative with it.

But now?

The frequency that your ads are shown to people who have already seen them has increased.

And guess what?

You're paying a premium for this.

So the smart thing to do is create segments of people who have engaged with your ads and visited your website...

Exclude those segments when you're going after cold people...

And create separate ads for those segments.

This gives you the ability to do more with your budget.

And we haven't even talked about offer, ad copy, landing page copy, upsells, backend, etc.

I totally understand why many people are intimidated by the idea of launching anything on fb ads - it's going to be hard work, especially if you don't have an audience who already bought the offer or your budget is limited.

But, once you crack an offer, things start falling in place.

Back when I was an online fitness coach, I managed to have a few 10-minute workdays (kudos to my mentor Ben Settle for the idea) for some months.

Meaning, I'd write an email, make sales, and be done with my day (I wouldn't client emails to answer since everything was taken care off)

That's the type of setup I'm trying to build again.

And I believe having a low ticket offer that brings in buyers every single day like clockwork is crucial for this.

Anywho, I'd be talking more about what I'm doing in the next few days.

May the paws be with you,

Fotis Chatzinicolaou

World's Most Handsome Marketing Strategist

07/05/2025

Saving a challenge funnel (and a copywriter's sanity)
For the 3.42 people interested, I got my first tattoo a couple of days ago.

I'm attaching a pic below

I'll share the story behind the design another time since it has sentimental value.

For now, I'd like to talk about a problem that will ALWAYS come up when you launch something new, either as a business owner or as a freelancer for a client...

A launch that bombs horribly.

Aka, you decide to present a new product or service to your audience (and, ideally to your email list since it's the most valuable asset a business can have [with the exception of a direct mail list, but thats a convo for another time])...

And almost nobody buys.

This is the exact situation a younger copywriter found his good-looking self in.

His client asked him to write emails for their new offer.

The client expected a certain number of sales (how clients come up with those random numbers is beyond me...)

So the copywriter wrote the emails and they sent them to the list.

Results?

Just 7 sales, a really BAD number.

(The client wanted more than 20X)

Almost immediately, someone from the team (I guess CMO or marketing director) messaged the copywriter saying that something needed to be done.

And I get it.

Whenever we experience failure, we're always looking outwards.

Or, in other palavras, how can we blame anyone other than ourselves.

Luckily for this copywriter, I was around so I advised him on how to move forward.

In fact, I was pi**ed off because, while the copywriter was asking questions to figure out what the real problem was, he was getting very short replies.

So I wrote him a long ass message that would set the stage right.

Here's a summary (thank you AI):
..

The audience was originally attracted through a free presentation.

Current goal: Convert a segment of this audience into buyers for a new offer.

The problem is that the audience expects free content and may not be inclined to purchase immediately.

So, a direct paid offer to non-buyers likely won't convert well.

Suggested approach: Provide another free offer to build trust and then upsell to a paid product.

So: Offer the first day for free. Add an option to purchase the remaining two days for $7 as an order bump or Platinum option, with appealing bonuses to incentivize. Adjust and strengthen the offer messaging, particularly the headline, to make it more unique and compelling.

The author wishes there had been a brainstorming session to leverage their expertise and network of professionals for insights.

The current challenge stems from a mismatch between audience expectations and the offer being presented.

Further context is needed to refine the strategy and maximize success.
..

Essentially, I point out something that all great marketers know and understand:

"There's almost never a COPY solution to an AUDIENCE or OFFER problem"

His client attracted people with free stuff.

There's no guarantee that they'll buy later.

So, blaming the copywriter's emails isn't fair.

And this is my approach when trying to save a failed launch, no matter what's being sold.

I aim to understand:

1) Who the audience is and how did they get into your world

2) What are you launching and how relevant is it to the audience

3) What copy you use

Notice that I used a numbered list for a reason.

It's audience > offer > copy.

Frankly, if a business launches a totally unproven offer to an audience full of freebie seekers, I'd warn them to not expect miracles.

Sure, a copywriter should do their best to make the launch a success.

But copy helps only so much.

It's why, even though I'm a copywriting fanboy, I always position myself as a strategic advisor first.

So if you ever face a failed launch?

Keep in mind the order of audience, offer, and copy.

I promise you that focusing on those elements (in the right order) will help you make decisions that can turn around almost any launch (provided you're open to feedback, of course)

With that said, I decided to put up a calendly link where people can book a 60-minute consultation with me.

The investment is $250 and that's not a sales call.

If you're interested, you can DM and we'll figure out if you're a good fit.

May the paws be with you,

Fotis Chatzinicolaou

World's Most Handsome Marketing Strategist

06/05/2025

Decent email revenue for this brand last week.

(Will probably cross $72,000 in 1-2 days since that's what happens with emails)

05/05/2025

World’s most handsome (and best) marketing insight from Qatar Airways
Three weeks ago I finally got home to Greece from the Philippines.

I always use Qatar Airways for this route, and there’s something fascinating they do that ANYONE selling to people or businesses can apply.

Check the image out

This photo is from a coffee shop being built at the airport.

Notice at the end of the second sentence, they say “at the world’s best airport.”

Qatar Airways has been doing this as long as I can remember.

They’re boldly claiming to be the world’s best.

Now, is there any way to verify this claim?

Not really.

Whenever I hear someone say they’re “the best” at something, my first thought is “they’re marketing to me,” which isn’t necessarily bad. But it’s such a broad term – how can anyone definitively say they’re THE BEST?

(Quick side note: I remember from the old-school marketing legends that businesses would pool funds to have articles written about them in newspapers or magazines declaring them “the best” at what they did. They weren’t literally the best… they just paid for the piece that said they were.)

BUT…

There’s a powerful psychological phenomenon that happens when someone hears that something or someone is “the world’s best.”

That person or thing instantly becomes more attractive.

And people become more likely to choose it.

I believe this is exactly why Qatar Airways uses this strategy so consistently.

While watching their safety video on the flight, I noticed they hired Kevin Hart (the famous comedian) to deliver it, along with that viral TikToker who shows simple solutions to complicated problems, Khabane Lame (not the world’s best last name…)plus several other well-known faces. You can tell they invested serious money to reinforce their “we’re the best” positioning.

More:

I remember reading Donald Trump’s magnificent “Think Big and Kick Ass.”

He also points out that people want to buy what’s best.

He said it’s fine to be humble if you’re a nun, but if you’re a human being with a pulse, you’re naturally drawn to whatever you think is the best.

Makes sense, right?

Nobody wakes up thinking, “Jesus Christ, I wish I could find the second best doctor in my area” or “the third best mechanic in the world.”

I actually tested this principle myself.

After reading Trump’s book, I had a launch coming up for a new training program (that was back when I had my fitness business)

And in every single email, I’d position it as “the best program in the world for middle-aged fathers who train 3-4 times weekly but aren’t happy with their results.”

Even though my list had younger people, older people, men, women this became my most successful launch EVER.

I generated about 40 more sales than I typically would for a new program launch.

Now, was there anything ground-breaking in the program?

Not relly.

The fitness principles that worked in the past, work now, and will keep working 50 years from now, when our AI overlords eradicate it.

What changed was the POSITIONING.

So, here’s an invitation to your good-looking self:

How can you position yourself to be the best at what you do?

And you don’t have to literally say the best.

But, the positioning has to make you sound as if you’re the best in one specific thing.

My mentor Ben Settle called himself “the world leader in email copywriting education.”

One of Ben’s clients was “the world leader in self-defense.”

Heck, you can have fun with it too.

I call myself “the world’s most handsome marketing strategist.”

Here’s the cool thing about this framework:

It doesn’t have to be objectively true.

I’m sure there is at least ONE guy in the marketing space who is more handsome than me (I know you find it hard to believe, but it’s the truth).

But that doesn’t stop me from owning this title and making it part of my brand.

It helps me stand out.

In fact, get this:

I believe titles will become even more important in the coming years, especially with AI.

In spaces such as coaching and marketing we already see the same promises repeated 498320573298yr2384 times.

People just ignore them.

So, you can stand out by giving yourself a title and making people follow you because they dig your brand.

And by the way:

While conventional marketing wisdom says people only care about themselves, I don’t think that’s entirely accurate.

We also care about doing business with people and companies we RESONATE with.

Affinity is another crucial aspect of marketing.

And I’ll talk about it another time (It’s how I went from hating the Tate brothers to liking them and nowadays respecting them)

Anyway, a few random thoughts this Friday.

I’m working on a new cool project for generating leads, customers, and clients.

This is a project that I’ll use for my brand, and the side business I started with my stylist.

Really pumped to see what will happen.

May the paws be with you,

Fotis Chatzinicolaou

World’s Most Handsome Marketing Strategist

Fotis Chatzinicolaou - Calm And Profitable

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