Yes. And I kind of touched on in just a tiny bit as we were talking. The first one, a that I talked about is autonomy. And that's really giving people the space in their buying decision. I as go, I will go so far as to say that this is becoming a necessity in 2023. And beyond, which is really not just making people, I think people are stepping away from that like high pressure sales period. Yes, there are some people out there that can make decisions quickly and want to make decisions quickly. But there is at least 50% of your buyers and your audience are slower decision makers. So really giving people the information that they need to make a buying decision. And that is what a pre launch does is we are telling people about and I always say we during pre launch, that you are selling your process, not your program, which means we're you're showing them, okay, this is the outcome that you want before you're actually getting ready to sell them the solution. So and I love I was reading this over the summer, and I've already been talking a lot about autonomy. And I was reading again, Chris Voss never split the difference. And I can't remember the exact quote off the top of my head, I should learn it. But basically what he said was that when we give a person the ability to say no, it actually helps make better decisions, right? And giving someone that space to say no, and still stick around is a lot of times turns into a yes. So that is the first thing when it comes to pre launch and that I'm really passionate about is it. I think it's the way that I like to be sold to. I've had a lot of coincidently I did my own summit recently. And I've had a lot of people coming at me for different lengths trying to sell me stuff. Now it's been really interesting. And I have been staying very aware of like, What do I like, and what do I not like? And I think this is what your people are doing subconsciously, right? I'm aware of it because I sell, but people are really like thinking about like, how do I how do I feel, and that kind of rolls into the next A, which is assurance. And what we're doing during pre launch is we're building know, like and trust. And we are showing people that they can trust us, it's been very interesting for me to see working with my own clients and students. We do a lot of surveys and get feedback. And there is a hesitancy in our market that I haven't quite seen before. And I think it's a combination of I talked about like market saturation with 2020 21. Right, there was like an influx of people coming into the online space, people have been burned before, you know, it's a little bit of like the wild wild west in the online world, right. So people are hesitant to especially now with, you know, inflation or whatever, whatever the money, definitely money is tightened a little bit. And so we have to show people that they can trust us. And trust comes in all different areas, whether it's showing our values, who we are to our audience, whether it's showing having time to actually show case studies and what what it looks like in you know, in a normal lunch period, you maybe do one case study email, or throwing out a quick testimonial, but being able to actually tell your customers and clients stories to help build trust. And the beautiful part about that too is obviously it's them talking about how great you are how great your program is not you just talking about it. So building in time for to build trust. The third A is anecdotes and this is having time to tell stories. You know, once you get to launch, it's a lot of Do you want to buy my thing you know, here's the here's when the calls are here's like, you know here I'm going to hit this objection, email, but really having time to have this time to experiment and to tell stories in your emails and tell stories in your lives or wherever you're showing up online. And I Obviously, story. I mean, that's not anything new that people love stories, stories are able to demonstrate and show people how we can help them and bring them out. So that's the third A. The fourth A is anticipation. And this is, I'm going to be bold here and say the most underutilized tactics, strategy, whatever that you want to say, in online marketing, and probably all marketing to be in most in most cases, besides entertainment, retail, things like that. And when anticipation does, is it builds up a natural curiosity, excitement, momentum behind, I actually did an Instagram reel the other day, where I was saying, Okay, let's stop for a moment, we'll do this, we can do this exercise here. Let's stop for a moment and think about a problem that you might have. And that say, in 30 days, I told you that problem was going to go away. And it could be any problem, right? Like, the problem is taken care of, like, how excited are you? how relieved, are you? How do you feel inside knowing that this is going to be taken care of? Well, this is what we can set people up for in our marketing is this natural buildup and the human brain, there's actually studies out there that show that we that anticipation, we actually look forward to future events in a positive manner. So I just booked or I'm booking a flight to New Jersey, which is my home state for the summer. And I'm already thinking about like, the intimates Crumb Cake I'm gonna get because I don't have that in California or thinking about all these fun things. I'm thinking about like, what outfits do I want to wear it? Because that's the kind of person I am like, what am I going to wear in July? I don't know. But we're you have this like natural anticipation. And if you think I talked recently, I did a article in the authority magazine, and I talked about Taylor Swift and her eras tour. And how many people were anticipating the email where they were going to be able to buy those tickets, like, it was huge. And if you think about her sales, during that they like blew sales out of the water in terms of what she sold for that. And that's a perfect demonstration of what anticipation can do. But most, most online businesses don't either don't know about it, or they don't know how to actually put that into their marketing. Mm hmm.