One of the great blessings I can count is the privilege of knowing a handful of successful Internet Entrepreneurs in person… BEFORE they became successful.

It’s been 4 years since I knew most of them, and I remember their ‘early days’ of humbly starting out as if it happened just yesterday. Time sure flies fast!

Today they have built outrageously successful, mission-driven businesses and set a positive example for others to follow. And when the comparisons are made between BEFORE and TODAY, it’s truly a WORLD apart.

This blog post pays tribute to 10 ordinary folks I know who went from having almost nothing to achieving extraordinary feats of success in their own rights, and in the process I hope sharing their story can inspire every other entrepreneurs and those in the making.

ED’S NOTE: My opinion in choosing these 10 people has little to do with just ‘making big money’, but more on their transformation to success.

I also picked these 10 people to make the list for other qualities like mission-driven, authenticity, and other traits you don’t really see in every common entrepreneur nowadays.

1. Khai Ng (www.AboutKhai.com)

BEFORE: Want to know how I met Khai for the first time? You can hear straight from the man himself here. 8th November 2006 at an A&W Drive Thru.

To put a long story short, I was introduced to Khai thanks to his younger brother whom I’ve known since my high school days.

He came across as a very determined man, this time trying out Internet Marketing and I so happened to be the first person he knew in this business.

What I didn’t know at that time was, Khai ran into a huge sum of debt as a result of the failed MLM programs he tried in the past several years.

I also didn’t know he borrowed from his then girlfriend (now wife) to buy two of Sen Ze’s books that I recommended to him!

But like I said, he was a very determined man. So we got into a short-term partnership to release 3 e-books in a limited time Internet sale… and we made $1,890 in 24 hours!

TODAY: Khai happily works from home, and has a team of people from other countries managing various operations for his online business. He’s free from the huge debt he ran into years ago, and is setting his sights on ultimate financial freedom.

In the past 3 months alone, he had released new personal development products under the Inspiration DNA banner!

2. Aurelius Tjin (www.AureliusTjin.com)

BEFORE: I first got to know Aurelius through joining his Give Away event called “Underground Give Away” in early 2006. After registering as a Contributor, Aurelius added me on MSN and that’s how we came about talking to each other!

Even though Aurelius started Internet Marketing a year earlier than me, and he was still working for his ‘big break’ by the time I knew him, I was under the impression I was working with a high-end guru! LOL (well now he is)

TODAY: Since then we became good online friends. We usually got each others’ back every time we do our own PLR Sales. Prior to this, we partnered up to do PLR Secrets Exposed! which even though was a moderate success at first, the site continues to educate and pull in new members to this day!

Though we hook up online more, we’ve met in person in Singapore, Bali and even Sydney when I paid him a visit last year!

Aurelius bought his own home and have been doing his own traveling since!

3. Ian del Carmen (www.IandelCarmen.com)

BEFORE: Ian was first introduce to the online marketing scene in 2006 and yep, I saw him as a total freshman! At least I had a year’s experience with marketing online and saw some results at that time.

But after Ian released his MobileEbooks.net (his first product) things skyrocketed for him ever since! This led to the formation and branding of what everyone now knows him as…

TODAY: … yep, Mr. Fireball. Internet Marketers who are familiar with him should know what a heavyweight Ian can be when it comes to affiliate contests.

Ian topped my launch leaderboards many times, rivaling even other gurus who had been longer established than him! His amazing speed in creating new Fireball branded products for the IM community, coupled with massive energy, impressed me even further!

It is Ian’s rapid growth from obscurity to visibility on the Internet Marketing’s “who’s who” that earns him a place in my list here.

4. Calvin Woon & Patricia Lin and 5. Jonathan Teng (www.IMBuzzCreators.com)

Writing this is a little bit hard. For one, I’m actually squeezing 3 names into a list of 2! I can’t neglect mentioning either one. Second, these guys co-own so many websites! I hope you find this entry acceptable nonetheless.

BEFORE: Calvin and his girlfriend Patricia got started marketing online in 2006 too. I was surprised that when I finally met Calvin in person, he said he first got his exposure to Internet Marketing through joining my website ResellRightsMastery.com! (I know, I should be flattered)

I remember how I got in touch with Calvin for the first time. He was helping to promote my 750 Traffic Tactics PLR package, a launch I did in April 2008 to fund my trip to Tehran, Iran. And that’s how everything started from there.

I was promptly introduced to his girlfriend Patricia Lin, and also his business partner from Maritius, Jonathan Teng.  At that time, both Calvin and Patricia were still going to university! They were juggling both Internet Marketing and studies at this point in time.

TODAY: I’ve met all 3 of them in person when in Singapore last year. And things are going BIG for the three of them.

Long graduated from school already, now Calvin and Pat has got an office of their own with staffs working for them, and they’ve been launching one software after another! This is on top of their successful Joint Venture campaigns with other people’s launches.

The Singaporean couple has also made appearances in the local papers, and I think they are some of the brightest young entrepreneurs every other youth should model after!

6. Semmy Wijayanto (www.InternetBisnisku.com)

Semmy will probably be surprised to see his name here, but I think he deserves the honorable mention.

I recall how Semmy was still dabbling in “a little bit here” and “a little bit there” when I met him for the first time, and when I was in Jakarta for the first time in June 2008. Like any story of rags-to-riches, that’s precisely the circumstance of Semmy at that time: in total rags.

But things started to change. Semmy learned graphic designing and took up designing tasks for clients, and used the Warrior Forum as one of his main platforms. Alongside, Semmy built a solid information business for his fellow Indonesians.

TODAY Semmy runs one of the highly successful recurring WSOs in the Warrior Forum. Last I checked, his WSO views go into the tens of thousands. You can pretty much guess how many customers and business he’s getting every month!

And if you have him on Facebook, he’s actively sharing inspiring content in both English and Bahasa Indonesia. Semmy is also happily married and I attended his wedding in Jakarta just a few months ago.

Now this is truly a story of “turning the tide”! Well done Semmy!

7. Stephen Luc (www.PLRGoldVideos.com)

I’ve not met Stephen in person just yet, though I look forward to the day we can finally meet face-to-face! Even so, we’ve been great online buddies for quite some years now, and God willing our friendship continues for a long long time to come!

My PLRGold customers should very well know who Stephen is. He is the guy behind the high quality Private Label videos – the one man army who’s churning them out and providing his excellent voice over talent.

BEFORE: how we connected online is truly a mystery of events. But maybe not. Here’s how it started in 2006: I was very active in the Warrior Forum and I posted up an offer to write sales copies for $200.

Stephen Luc was one of my first clients! So Stephen assigned to me one of my earliest copywriting job – to write a sales copy for his software called “CB Niche Builder”.

I was relatively a nobody in the forum and at that time, $200 was a lot of money to me. So I took up the job enthusiastically and finished writing his copy in a few days.

I heard his audio at that time and as expected, he sounded like anyone who comes from America. Mind you, I didn’t see his photo yet at the time so I was surprised to discover he’s pure Asian later, just that he’s living in the US since forever. LOL

Later on, he used my sales copy to sell his software… and guess what? He told me he made about $30,000 in just two weeks as a result of my copy! Darn, I should have charged him like $2,500 + royalties.

But then like I said, I was just starting out and I was happy with $200 already at that time, hahaha! This was big mental breakthrough experience as it made me realize my true capability of writing sales pieces.

AND THEN: Fast forward to late 2008. Stephen casually suggested the idea of doing a partnership to sell PLR videos. At this point, I was selling only PLR E-Books.

Truth be told, I had been burnt many times in partnerships for many negative reasons. But Stephen proved to be a very committed business partner and a valuable friend above all.

When I saw him going all the way for our first project together, I started directing all my efforts and energy to this venture… it was to be called PLRGold: Videos.

So we launched this new PLR package in November 2008 and we hit the $100,000 sales mark in just 10 days!

SINCE THEN: we’ve been working together! We also did the Mega Red Packet and early this year, we did a 4-Day PLR Sale. We’re also looking forward to doing a sequel to PLRGold: Videos hopefully end of this year, if not the next.

What I also like about Stephen is that he’s a spiritual person and mission-driven, unlike many materialistic entrepreneurs out there.

Stephen is currently making great money from producing videos for other top marketers. Man… how things have skyrocketed since the first time we met online!

8. Peng Joon

Many marketers probably don’t recognize this name in main stream, only because he uses his pen name most of the time in niches outside Internet Marketing.

I met Peng Joon for the first time in late 2006. At that time, he was just weeks away from resigning from a software company he was working for. Simultaneously, he was using Adwords to market his niche products.

FAST FORWARD 2010: he’s now also into investing in properties alongside a booming online niche empire, and I just heard he’s set up his own office!

9. Elle Wong (www.ElleWong.com)

If I am to name one great friend I am most thankful for, it has to be Elle! By the way, check out my Year 2009 Reviewed post and see the “Wild Goose Chase” part!

BEFORE: May 2009. When I decided to move to Petaling Jaya alone, it was around the same time I got to know Elle (thanks to what else? Facebook!) We have been neighbors since.

Elle was relatively new to Internet Marketing at that time and prior to this, she was in the business of servicing clients for website designing. We both attended the Millionaire Mind Intensive seminar, and I think this is where everything else truly started!

The very next day, we did an online launch together called “Brand Dynamics” – which pulled in $14,747 in just 3 days!

We went on to conduct our own Weekend Workshop 2 months later. And shortly after, we attended the Guerrilla Business Intensive in Singapore in September.

We came back to Malaysia and used what we learned and did a 7-Day PLR Sale that brought in $52,203 in sales! Elle also helped to co-host my first PLR Mentoring and Webinar program.

We didn’t catch our breath just yet though… next we went to Sabah to attend a Forex bootcamp and that pretty much concluded our main highlights of street education for the year!

I witnessed her handling all the challenges thrown into her direction, while on the way to achieving the ‘work from home’ lifestyle. What amazed me is none other than her iron will. She doesn’t complain and she has a genuine heart to help others. Only if more people are like her!

TODAY: Elle is happily working from home, and right now she’s working on some new niche sites… and an upcoming blog-related product too!

10. John Yeo (www.JohnYeo.name)

I saved this gentleman for the last to round up the list.

BEFORE: October 2008. I met Jhong Ren (that’s what I call him actually) for the first time at one of Stuart Tan’s seminars in AKLTG, Singapore. Jhong Ren was just starting out but I felt that he’s destined for greater things already.

Hey, note that this is 2 years ago… when this social worker was relatively a ‘unknown’! But you know the amazing things about having gut feelings? They never lie. And my instincts at that time told me to watch out for JR’s potential success in the Internet Marketing scene.

TODAY: In just one year JR had went from obscurity to building himself a highly successful Internet business on blogging and this year, site flipping.

Why I find JR’s entrepreneur qualities admirable is because like a hardened entrepreneur, he doesn’t make excuses. He’s also not one to take shortcuts over hard work. And in spite of his growing success, he maintains his humility!

Regardless of the different circumstances, background and challenges, what every person mentioned in this post have demonstrated is that if you put your heart into your dream, then no request is too extreme.

Thank you for reading… and I hope to be sharing YOUR success story next time!

“What?” I hear you say. I know that sounded counter-intuitive but think about it from an opportunity angle. If something is perfect, it means it cannot be improved further.

Again, we all know that there’s nothing truly perfect in this world – just as there are no straight lines in the universe.

Conversely, if something is not perfect, it usually means another thing: it can be improved!

Is it not a surprise at all that the Personal Development industry is gauged to be worth $13 billion? This makes it one of the most lucrative information industries!

Ironically, even though books on self-improvement have been written extensively for the past century, it was considered “for the geeks” up until just a decade ago!

And look… who doesn’t want to improve ANY area of their life?

If you want further proof on whether there’s any money to be made in this industry (or in case the word “billion dollar” didn’t register with you) – did you know that according to Millionaires Are From Another Planet!, 75% of the bestselling non-fiction books in major bookstores are self-improvement related?

Want even more proof?

International speakers like Anthony Robbins and T Harv Eker are banking in millions upon millions of dollars teaching and empowering thousands of people!

And when you study some of the top Internet Marketers like Russell Brunson, Jason Mangrum, Ron Nijmeh… these marketers are banking in BIG from the self-improvement industry too!

Convinced?

Here comes a discouraging problem though: setting foot as a new player in this equally competitive industry!

If you thought competing with other marketers in the “make money online” is tough, this is just as tough… or probably tougher! You’re going to be up against a lot of top leaders here who made a name for themselves in this industry.

And creating products, starting a new site, and then a string of websites to create your visibility… these are far from easy for a one-man entrepreneur, all the more so if you don’t have tens of thousands of dollars.

(NOTE: I plan to do a product creation service but that’s going to be for high-end clients only.)

But if you want to jump start with… no, not a group of products – but an instant “Internet Empire” – this is going to be your ticket to ride tomorrow, 30th August at 8:00 AM Eastern Time.

Because at that time, my friend Khai Ng is going to open Inspiration DNA: Revolution!

Khai is the guy behind the Inspiration DNA Private Label Rights products. Just as I produce PLR for the Internet Marketing and General Business niche, Khai provides product solutions for the Self-Improvement market through private labeling.

Khai and I are going to start a revolution tomorrow.

You can get all of the new, best and past Inspiration DNA packages for one low price by then. The sheer volume of content, in my estimation, is 10 times bigger than PLRGold: Blowout. (I’m not kidding when I say that!)

With hundreds of products created from many expert hands and talents, you will be able to launch one product after another in any pocket of the Personal Development industry.

And you don’t have to worry about “time exhaustion” because you perpetually skipped the product creation phase! This won’t be a problem to you anymore (pity your competitors tho lol)

I can vouch for the quality of all of the PLR products in the Inspiration DNA house, because Khai was my personal writer and even after he became an independent marketer, his work continued to improve and impressed many of my top marketing friends like John Delavera, Jaz Lai, Gobala Krishnan, Aurelius Tjin, just some to name.

Tomorrow, it’s going to be the BIGGEST Inspiration DNA sale thrown – with an Internet Empire to offer for a tiny fraction of its true gigantic value!

Will YOU be part of the revolution to cash in on one of the biggest, best information industries?

Bookmark this page and check back tomorrow at 8:00 AM Eastern Time:

=> Inspiration DNA: Revolution

When it launches, be sure you lock your spot in the Inspiration DNA Legacy and be in position to dominate the 13 Billion Dollar industry!

You see, over the years, I owe a big part of my online success and revenue to doing product launches. Like the movies hitting the silver screen, the biggest bulk of the money comes in the shortest period of time. Velocity of money at its highest, it’s so, so, so possible to make more in a week or a month than I would have in a year doing something else!

In spite of the enormous rewards like fatter bank account, more visibility on the industry map and scoring points with affiliates I gotta tell you: doing a product launch is not easy.

What you’ve been listening to is just the rewards. Now let’s take a look at the risks involved.

For beginners, there are many details to look at and pay attention to. Things like:

- generating pre-launch buzz
- finding affiliates
- finding key Joint Venture Partners
- preparing promotion materials
- creating your product(s)
- doing your complete sales funnel like One-Time Offers, Upsells, Downsells, Pop-ups, and Backends
- launching the product itself
- Plan B in case things don’t go too well
- customer support throughout the launch
- guaranteeing your sales to still come in after the launch

Well this is just at the top of my head right now. Already plenty of details for a one-man entrepreneur to handle, really.

Even for someone who is melancholic like me (it’s my strongest temperament, after choleric) the sheer amount of details had me eluded sometimes.

And mind you, if one part of the product launch sequence is weak or not addressed, it can foil the process entirely!

Having said that, not all my launches had been a success, or the success I wanted. And that’s really not the kind of results you can accept easily if you had invested in a lot of personal time and effort (not to forget money) in the last several months, which might had cost you quite some beauty sleep and health too.

While some of my launches got messed up, I am glad the rest of the successful ones more than made up for them! I continue to do launches on a big scale, although only 2-3 times a year.

Most of the time now, I favor doing smaller scale launches like my 72-hour and 4-Day PLR Sales. They are lower risk, require less time to implement (a few days vs 2-3 months of preparation), and the ROE (Return of Effort) is hence higher.

This is also a means of safer platform to test new things and when I find what works, I bring over those changes to my next big launch.

All in all? If and when you are contemplating to do a product launch, a gentle reminder to start small and humble first or be prepared for big disappointment in case things don’t go your way! And when you’re ready to take on a project that challenges your comfort zone, remember to look into every aspect of your launch… in detail!

Product launch, as I’ve said, is not easy. But still worthwhile doing for the rewards.

So “why can’t I view EdmundLoh.name?” is a question I get all the time. (where were my visitors when I wanted them? LOL)

Firstly, I still continue to write on personal blog EdmundLoh.name regularly. At least a couple of times a month. This is where entries on life outside the computer goes to.

Admittedly, it’s not settling to know that my business associates, customers and people from professional backgrounds come over to my personal blog only to find a mixture of random updates on life when I’m not at the computer cranking out my next PLR product. (there’s also a good reason why I’m more careful with what I write on my Facebook profile now!)

When some of my friends started to get weird and confused ideas on what I really do, that decided it. It has reached a point where I have to totally separate the personal blog from everything else I do, including taking it off the search engines.

Thus I made my personal blog password-protected and only my circle of friends and people who I know in person get access to the site.

Now I cannot remember every single person who’s got access to my personal blog. But if you are friend of mine and don’t have access just yet, please let me know (you can drop me a message on Facebook) and I’ll reply with the login and password a.s.a.p.!

Hope this clarifies things if you’ve been wondering why EdmundLoh.name has been inaccessible all these while.

P.S. EdmundLoh.com remains open for public and this is where I publish Internet Marketing related topics, and my journey in business.

P.P.S. As to whether EdmundLoh.name will be open for public again, I might change my mind in the near future though I think that’s unlikely to happen anytime soon… especially after my explanation above!

Then there’s no better where else to turn to, than your immediate subscriptions to several mailing lists!

Like you, I am on several marketers’ mailing lists. Like you too, I have only a finite amount of time in a day. Which also means I have to be selective in the emails I open, maybe buy into some recommendations, and ditch the rest of the emails into the trash folder.

Or maybe not all.

What I did is, I created a label “Swipe Emails” in my GMail account (or you can create a folder for “Swipe Emails” regardless of your email service provider) and this is where I archive emails from other marketers that I think are well written.

In fact, if you see this screen shot above you can probably get a hint on some of my favorites

Now this is totally up to my decision, and so is yours. You get to decide if the email grabbed your attention, you like (or don’t like) the way the email was written, etc.

So if you want to learn how to write your own email marketing campaign like a pro, there’s no better way than to study the greatest, from the greatest themselves. And oh, learning fee: F.O.C.!

1. Include figures or numbers. I’ve used subject lines like “Grab Your $112,100 Bonus Bonanza for MME4…” or “1 cent = 1 site, business can’t be cheaper” to pull in a higher than usual email open rates.

2. Time or date urgency. Examples of subject lines that have element of time or date urgency are “PLRGold Blowout is now LIVE!” and “72 hours left until…” personally I prefer to use words like “now” or “today” for my subject lines. You will want your reader to open your email now, not later or put it into the KIV list.

3. “…” adding this to the end of your subject line leaves a cliff hanger, if done correctly. This is also great for arousing curiosity. Example: “Professional webmaster bows out after 47 years…”

4. Use of exclamation. Nothing groundbreaking or scientifically stunning here, you can find the “!” on your keyboard. But you’ll be amazed how this little thing can boost your email open rates. Example: “Your $2182 Traffic Bonus (open now!)”

5. Keep your subject line within 25-40 characters. There’s only a limit to how many characters an email application or Inbox can read, so keep your email subject line as short and neat as possible. Use this as your rule of thumb.

6. Use of brackets like [] (). Example: “20 new social media PLR videos (100 only!)”

I came to these results after sending out hundreds of thousands (lost count) emails in the past few months of serious testing. While this is not a means of reinventing the wheel, I hope you find these tweaks useful for your next email marketing campaign!

P.S. You can get my personal swipe file to 300 proven email headlines on various Internet Marketing occasions here.

You can now find me on Facebook, keep in touch and follow my Internet Marketing adventures real-time through this link:

=> http://www.facebook.com/pages/Edmund-Loh/109685365731640

Click on the LIKE button and you’ll be instantly added to the Fan Page! All of my Internet Marketing content will be posted to this page so you can follow real-time.

Also, you can add me as a friend on Facebook (I rarely post IM related stuff here though):

=> http://www.facebook.com/edmundlohaikmun

P.S. More stuff on Internet Marketing coming soon! Please check back my blog in the next few days!

It was only recently that I made a breakthrough discovery on improving my sales volume and funnel as a whole! Even if you consider yourself an experienced marketer, you are going to find this groundbreaking. Trust me!

All right… here goes!

How I Made $21,226.90 in 4 Days (could have been just $11,993!)

OH YEAH, A DISCLAIMER BEFORE I CONTINUE: the results published in this case study is based one of my recent sales campaign for a product a couple of months ago. The aim of this case study is to demonstrate the effectiveness of the new sales funnel model I’m about to reveal. This is by no means an accurate assessment as to whether you can achieve the same or similar results. You may do better or worse. In other words… use your common sense!

Okay, now that I got the disclaimer spelled out for those who need to know the obvious let’s roll on.

All these while, I’ve been using the One-Time Offer / Downsell approach. For some of you experienced Internet Marketers, you probably are familiar with this sales funnel already.

Basically, after a customer buys your Front-End product, he goes on to view your OTO. He buys – good. If he doesn’t, he goes to your Downsell page where you offer a ‘lite version’ of the OTO at a lower price, thus converting some more sales which would otherwise have been completely lost.

Alright, that’s a sound Upsell model. Correct?

But What If It Were 3 OTO Upsells Strung Back-to-Back?

I’ve seen top marketers do that, the first one I saw was back in mid-2008. Back then, I was afraid of implementing that. What if my customers got annoyed? Also, the premise was to make those Upsells “1 click” which is something I couldn’t achieve even to this day of writing this post.

So I kept that idea at bay until just late last year. I decided, heck, there’s nothing to lose right? At least I’ll find out whether it works or not.

Just as I was taught in science class (test out 3 times to get the average) – I tried this sales funnel out on 3 different sales campaigns and damn, the results were NOT average; they were FRIGGIN’ AWESOME!

(the headline you see in this thread is based on a much recent case study – one of the other campaign did better and pocketed nearly $60,000 in sales, which otherwise I suspect would have just made just slightly above $37,000+, or $48,000+ if it was the OTO/Downsell model)

Anyways I’ll stick to announcing the results of the more recent case study.

RESULTS – OTO Upsell Conversions

FRONT-END: 3-4% estimate ($67 product)
OTO1: 26.25% ($97 product)
OTO2: 15.08% ($97 product)
OTO3: 6.14% ($497 product)

At one look, you can tell that the overall conversions of the 3 OTOs strung together is 47.47%. Probably doesn’t look that impressive if you compare to the traditional single OTO approach (where you can get 50 – 60% conversions possibly)

However note that a customer is given a choice to buy any 1 or all of these OTOs after he buys your Front-End. So you’re perpetually making more than if you just gave 1 OTO!

Regardless whether he chooses or passes up any of these OTOs, he will continue to see the next one until it’s all done. Of course, to keep him and remind him of the loop, each OTO page is titled

“Step 1 of 3″

“Step 2 of 3″

“Step 3 of 3″

at the top of the page.

I’ve tested various price points at each of these OTOs – normally what I’d do is once I find out which OTO sells better after 24-36 hours, I’d switch and put the better converting one in front as OTO #1, and sales would increase.

So total overall OTO sales? +$9273.90. That’s actually a 77.32% boost in sales right after the customers bought my Front-End!

To top that, I haven’t got a single complain from my customers about the sales funnel being annoying (at least not yet!) The rationale is simple: if the customer enjoys what you have to offer, there’s absolutely nothing wrong giving him more choices to shop!

Hope this gives you some ideas for your product Upsell funnels! And as always, I look forward to smashing my sales records. ’til the next time and yes, I want to break this record as soon as possible!

Not to mention that I’m currently taking up Mandarin lessons to keep my weekends busy!

Anyways I’ve got news to share with you… I bought a new home!

I purchased the new house in Johor late last year (at a great bargain, I must add). After all the tedious paperwork and renovation done, my mom and sister moved into our new home in April.

And it was only recently I went to Johor to pay the new house my first visit in its post-renovation state!

The house is gorgeous, it’s near town, very peaceful and not many people around. A writer’s heaven, really. The surrounding tranquil reminds me of my earlier days when I started my Internet Business back in humble ole’ Gelang Patah.

I’m based in Petaling Jaya / Kuala Lumpur like 90% of the time now. But being here in this new home for just a few days made me wished I’d stay longer. The tranquil almost made me change my mind about staying in PJ/KL. Almost!

Alright enough talk. Here are some pictures of the new house

I’m happy that the years of hard work in building my own online business paid off. And to see my family in the comfort of our new home? Priceless, money can’t buy the smile on their faces!