Episode 33 – Speaking with Felicia Slattery

Felicia dropped additional nuggets of sales and marketing goodness in the EXTENDED Interview. Be sure to click here to access all of our great extended interviews, transcripts and more within our Insider's Club.

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A teacher and trainer for more than a decade at businesses, colleges, and universities all over Chicagoland, Felicia J. Slattery, is a published author, popular professional speaker, and communication consultant and coach to entrepreneurs around the world. She teaches teleseminars, is a keynote speaker, and offers private coaching, as well as various written and home-study programs to service-oriented entrepreneurs on improving their communication skills in order to present their best image and see increased cash flow to succeed at work and enjoy happy and fulfilled personal lives.

Felicia J. Slattery holds two Master’s Degrees: one in Adult Education and Training and another in Communication. She knows the value of just one life and seeks to serve her clients as they serve others. Her enthusiastic passion for communication is contagious because she knows that one important message delivered with power can transform a life.

Podcast Transcription

Brian Basilico: Guys, I'm super excited today, because I have a guest who has really helped me grow myself and grow my business, and for that I am truly grateful. She is also somebody who has helped me in my career, in my speaking career, she's my coach, she's my friend and her name is Felicia Slattery.

Felicia, when I think about speaking, you're the person that comes to mind. How did you get to share the stage with Zig Ziglar? That is fabulous.

Felicia Slattery: Hi, Brian. Thanks for having me on.

I know that was awesome, that was an awesome day. I've actually spoken around the world and I actually did share the stage with Zig Ziglar when I was at an event in Orlando several years ago. Of course now Zig has passed, but we were both speaking at an event and it was after his stroke. So, it was Zig and really his entourage. His wife was on stage with him, his son who has now carried on the mantle and I like to say that Zig opened for me because Zig was on right before lunch and I think I went on right after lunch. Anyway, I joke that Zig opened for me.

But it was really, really an amazing opportunity and actually, he and I had a chance to sit down together and spend the few minutes just talking and he imparted some of his amazing wisdom. It was just a fantastic day. Side note, I totally forgot hairspray. I was having the worst hair day ever on stage and I was like, “Oh man, the one day I'm going to forget the thing. Oh my gosh.” But apparently it didn't matter because Zig didn't say, “You look like you're having a bad hair day.” So, it worked out.

Brian: That's awesome. That's totally awesome. Isn't that always the case when you're at the peak of what you're doing, something happens.

Felicia: Right.

Brian: I know you got a handful of books, but the two that I know the best are Kill the Elevator Speech and 21 Ways to Make Money Speaking. So, just talk a little bit about those books.

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Felicia: Yes. My first and number one bestseller was 21 Ways to Make Money Speaking and because a lot of people have some misconceptions, which I know we'll talk a little bit more later, but that the only way to make money as a speaker is what I have in the book as way #1, show up and get paid to show up to speak as a keynote speaker. But there are so many ways that you can literally make money while talking. Speaking on stage, in some ways not even on stage. The book shares all of those 21 ways and that book hit #1 on Amazon in five categories, on launch day before noon and was bucket list thing for me. I've always wanted to write a book and be a number one bestselling author. I did all of that which was so cool.

Then my most recent book that I published in November of 2014 is called Kill the Elevator Speech: Stop Selling, Start Connecting and it's all about the problems with the elevator speech. In business, people are told all the time that, “Well, you have to have an elevator speech. If you don't, you might as well not go to a networking meeting.” Honestly, I've not used an elevator speech in many years so I talk about why and what the problem with that is as a speech teacher and a speech coach. People have come to me for years and have said, “Could you teach me how to do this?” I've always have to say, “Over my dead body. I won't And here is why they're so horrible.” I present that information and then I talk about, “Well, if you're not going to do that, what do you do instead?” Then I go away for further and share what's the absolute best option for folks, and it is public speaking.

Brian: Awesome. I've seen you give that presentation. I've read the book and it almost sounds counter intuitive, but it's really not. It's really about relationships which is of course one of my foundations that I love.

Now you went from teaching to speaking. You're a teacher at colleges. Right?

Felicia: Yes. I literally started speaking in front of audiences of hundreds of people when I was a child, 7-years-old was the first time. I was in front of hundreds of people. I said, “Mommy, these people are listening to me. I want to do more.” I was reading at church. I have been in front of audiences of hundreds for years, and years, and years, decades at this point. I was a mom, still a mom, my kids were 1 and 3-years-old at the time I started my business and at that point I have been teaching college for over a decade and I've been teaching communication courses, public speaking classes and have taught hundred, probably thousands of students at the different schools that I taught at over the years.

I thought when I started my business that I was going to be a life coach because one of the classes that I was teaching was an interpersonal communication class. A lot of people have questions about how to do interpersonal communication and I have done my master's thesis around interpersonal communication behaviors and things like that. So, I thought, “Well, that's a really good place for me to go. So, I started interacting with folks online and at the time, Facebook and LinkedIn were not a thing, but there were other social networks.

I was just on these other social networks and people started asking questions and like I said I thought I was a life coach, but as people started asking questions about saying, “Oh my gosh, somebody just asked me to speak and I don't know what to say and I don't know how to organize this information.” I would just answer their questions because I used to be a speech teacher, too. And the next thing I knew, people were asking me, “Would you please teach me this thing?” I was like, “Okay, I can teach you this thing.”

So I started then speaking about speaking. Basically I went from the classroom teaching college students to stages teaching business owners how do they put together speeches and how do they build relationships because that's what public speaking is really about, Brian, just like you know, that's what social media is really about, that's what all media or all business is really about. It's about building relationships. I teach building relationships from the stage. That's my specific angle that I take, is how do you make money by building relationships with people from the stage? That's what I teach and that's what folks love to learn more about.

So all of my presentations, all of my speeches are really about how do you create effective connections in business.

Brian: Exactly. That leads me to my first major question which is who needs to speak? I think I know the answer to that one.

Felicia: Some people might think I might say, “Well, everybody needs to speak. Everybody with a business.” But that's actually not the case because I've seen a lot of speakers who should frankly not be on stage. How do you know who needs to be speaking? Well, the answer is number one, are absolutely convinced and know for sure without a shadow of doubt in your mind that what you do for people or the products and services that you sell, that you offer, are something that helps improve people in people's lives, people's businesses. If you are passionate about that and you know it in your heart of hearts, that's a really excellent qualification to be a speaker. If you know what you do is going to help people.

And if you're passionate about that, that's the second criteria that you want to use. The third thing is if you have something of value to offer in audience. That's the third thing and something of value with the information. What's your knowledge that you can share? If you have those three things, then you should be speaking.

Brian: Awesome. So, what are some of the common platforms? Where can people speak? I think we all have been to conventions and see the big stage with thousands of people, but there's a lot more opportunities out there, isn't it?

Felicia: Yes, absolutely. Gosh, yes of course, they're the big stages and to get on those big stages and get paid the big bucks – I know you're interviewed other New York Times bestselling authors and other number one bestselling authors on Amazon and like me, a lot of us get paid in the thousands and even tens of thousands of dollars, just show up and deliver a keynote presentation. Now, that's a business model in it of itself. For people who want to do that, there's certainly a path to follow, and I worked with clients on how to do that.

However, even at those same conventions, they have breakout sessions, so you can be a breakout session trainer at those sessions and get paid to show up. But even if you say, “Well, I don't know if I'm ready to be a professional speaker yet.” Even if all you want to do is promote your products and services, there are plenty of platforms and opportunities for you. Locally there are groups that meet literally every single day of the week that would love to have someone come and present to their group. Even at churches, moms' groups would love to have speakers come all the time to talk to them about how to keep their house, and their kids, and their families organized; about how to manage their time; about how to handle their finances and save money at that grocery store – all those kinds of things.

I've just off the top of my head rattled off three different kinds of business owners who can go and talk to just moms' groups at churches. There are platforms everywhere. The rotary club, the Lion's club – all of these groups. Chambers of Commerce have their big annual meeting where they have somebody where they'll typically pay a person to come, but then they have folks who they don't necessarily have a budget for, who come to their lunch and learn meetings and who present stuff.

Brian: I know you've spoken at bunch of those, I've spoken at a bunch of those. So, then there are tons of speaking platforms. Then, that's just in person. There are also tons of speaking platforms online where you can do webinars, and you can do telesummits, and you can do podcasts like this one and be interviewed. You can be interviewed on BlogTalkRadio shows. Truly, the sky is the limit. If you started to think about this, it can blow your mind at how many opportunities you have to speak, to market your business and to serve people with your gifts and talents.

Felicia: That's totally cool and very, very true. There are so many different platforms locally, regionally, nationally. Both of us are speaking at a national convention in a month which is just fabulous. The key thing though is before you give a speech, you have to create your topic, your information, your presentation. So, what are some of the tips you can give people about organizing, formulating and writing a great presentation?

Brian: Sure!

Felicia: Okay. Some quick tips. Number one, the first thing you need to do is you need to know and understand who your audience is. Your audience if you're growing your business, is the people that you best serve, your ideal clients. That's who you write your speech for. Number one is know and understand your audience. The second thing is then I actually like to tell people, “Know where you're going to end.” What are you going to ask people to do at the end of your presentation? Be very clear about that because you want to tell people at the end of your speech what do you want them to do now and what do you want them to do later. You have to be clear. That's sort of call to action. You've got to know what that call to action is. You cannot write a speech without knowing where the call to action is going to be.

Because then, number three, the next thing you're going to do is you're going to put together the body of your speech. The body of your speech then is designed very specifically to point to the thing at the end that you want people to do and it should make the thing that you want people to do. The call to action, it should feel like a no-brainer to people, “Well of course, I want to sign up for that free thing.” Or, “Of course I want to buy your service.” Or, “Of course I want to…” Whatever. Because you just told me some really cool information about why that's important. Give me some tips about how to do that. You can maybe use a part of the body of your speech, you can answer some frequently asked questions. What are the questions that you get all the time when people hear your whatever is that you do. Answer some of those questions. That's the third thing.

Then the fourth thing is that – and by the way, as you noticed, we're just writing your speech backwards. You start with the end, you do the middle and then you go to the beginning. The beginning is how you start your presentation and how you start your presentation is never, “Hi, my name is…” That's awful. Start your presentation with some kind of attention-getter. You can ask a compelling question, “By the way, who wants to make more money?” is not a compelling question. It's a question that makes people roll their eyes and want to stab their hand with a fork. Don't ask that question. Am I right, Brian? You've seen people ask that.

Brian: Absolutely, yes.

Felicia: It's horrible. Start with a compelling question. One of my speeches that I deliver is called, “Credibility and cashflow.” So, I start my speech with, “Think about the last time you bought a product or service from any business? Whether it was in personal or online, what was it about that business, that product, that service that made you say, ‘Yes, I want this thing.'” Do you hear that question? And then I just keep rolling and I keep going so I make sure that it's also rhetorical. A compelling question that's rhetorical is a fantastic way to start your speech. There you go.

Brian: Absolutely. One of the things that you coach me on, which was absolutely brilliant because of my bacon book is you had me make an intro video that's a movie about bacon. Every time I play that thing, it just immediately sucks people in. The rhetorical question is, “Who's hungry?” Right?

Felicia: Yes, Brian. You just scared people. Let's not scare people.

Brian: Okay.

Felicia: You don't know how to make a video and you're like, “Oh my gosh, I don't know how to make a video.” Brian's whole background is in video production, and audio production, and music, and multimedia stuff – that's Brian's love and passion. That's why I told Brian, “That's a cool way for you to start” because I knew he could do it. If you have that kind of skill, that's a fun way to start your speech, is with a video, but don't feel like you have to. I've never started any of my speeches with videos. In fact, I rarely use any video in my presentations and folks are so happy and engaged throughout. Don't scare people, Brian.

Brian: No, absolutely. The other thing you got to think about, too, is if you do want to do something like that, there are lots of people you can hire to help. We've talked to so many great people in this podcast about how do you get help to do things and there's going to be more of that. Fabulous, fabulous tips and advice. Thank you so much.

So, Felicia, I wanted to ask you a couple other questions about public speaking, or giving presentations, and what are some of the most common public speaking misconceptions that are out there for people?

Felicia: Brian, there are a lot, actually. Some people think that folks who get up to speak are never nervous. That's a huge misconception. Like, “Oh, well, you're up there in front of all those people. I could never do that. I get so nervous.” I still get nervous. I've been doing this since I am 7-years-old and I am far from that now. Will say at least three decades beyond. Right? When I knew Zig Ziglar was in the audience, do you think I was nervous? Darn skippy, I was.

Brian: Oh yeah.

Felicia: “Okay, here we go.” That was a big deal. When I deliver a brand new presentation, you bet I get nervous. We all get nervous from time to time and it's just what you do with those nerves. That's one misconception, is that people get on stage and [inaudible]. Yes, Brian?

Brian: And to that point, there has been surveys done. What do people fear the most? Dying in an airplane comes in second, I think, to public speaking.

Felicia: Well, that was a 1973 Bruskin Report that said, “The number one fear of most Americans is public speaking.” That was the last time that they have that any kind of such report that has been done to my knowledge. However, even if it's still not number one today, it's definitely in the top five. I talk to a lot of those people all the time. Yes, that's probably one of the biggest misconceptions.

I would say another one that people talk about is it's really hard to get booked to speak. That just make me laugh because I'll tell you, I barely market myself as a speaker. When people know that you speak, if you want to get on stages, it does not take a lot to be a speaker. What you need to share with people, what you need to market is your expertise and your knowledge. Because when people know that you know some stuff that's a value to their audience, they're going to invite you to come and speak and equal with that, a misconception is it's going to be really difficult, “I'm going to feel like I'm bothering somebody.” The misconception is, “I'm bothering people if I approach them about speaking to their group.”

And nothing can further that from the truth because many of the people who book speakers, specifically at the local level are often desperate to find really good qualified speakers who have something of value to present. After a while, they're like, “Oh my gosh, I don't even know where to find people.” When you approach them and say, “By the way, I'm a speaker. I would love to do a presentation to your group about…” And you tell them something that would be useful to their people, they are so grateful and thankful. It's the opposite of them being feeling bothered. I think those are the three biggest misconceptions.

It is absolutely not difficult to get booked to speak. Whether you want to get paid or not – and you're not bothering anyone because meeting planners of all kinds whether they were local or national, they need to find good folks. You're doing them a favor, you're short-cutting their efforts by showing up in front of them and say, “Hey, I might be able to help. Let's talk and see.”

Brian: And one of the other common mistakes that I see or misconceptions is that you can stand up in front of people and do a half-hour or hour-long infomercial. Right?

Felicia: You could. We haven't really talked about mistakes yet, but that's a huge mistake that people make, is they get up and they just sell, sell, sell. That turns off audience members a lot. You don't want to get up and sell, sell, sell and on the flip side, another mistake is you want to make sure that you've got that call to action at the end that we talked about before, because guess what, if you don't have a call to action and you just get up and give lots of really useful information, the audience is like, “Well, okay. That was nice.” Then the result that the speaker gets is, “Well, speaking doesn't work to get me business.”

Of course, it doesn't because you didn't tell the audience how to give you business. You've got to tell them what you want them to do so that it benefits both you and them. It's not a sales pitch. It's a way that the people who are in the audience who are ready to move forward with what you've just shared can move forward faster, better, more effectively than doing it all by themselves. If you think of it from that perspective, it's not a sales pitch, it's helping your audience move forward.

Brian: Absolutely. So since we're on the mistake side of things, what are some of the common marketing mistakes that people make?

Felicia: Some of the marketing mistakes for around speaking are people who do want and-done marketing. I think this is probably any kind of marketing whether speaking or whatever. It's folks who say, “Well, I sent an email once.” Or, “I sent a link to my demo video once.” Or, “I called once and left a message once with a meeting planner and they never got back to me.” Have you ever received an email that when you got it you thought, “Oh yes, this is really good.” And then more emails came and piled on that were more urgent? Then the next day came, and the next day came and then you forgot about that message? That maybe that you got a reminder email three or four days later and you said, “Oh, I'm so glad I got that. I totally forgot.” And you were glad to get that reminder?

I know. It has happened to me a lot of times and same thing with a phone call, or with the social media message. One-and-done is not the way to market. You need to come up with a very specific marketing plan at least at the very minimum three touches in three different ways. Unless the person on the first time is so excited and they reach back out to you, then obviously you don't need to do the second, too. But at least three. That's one of the biggest mistakes, is one-and-done marketing. You don't want to ever do that.

Brian: Yes, the one-and-done marketing thing is so very true and that's one of the beauties of using all the different platforms at your fingertips – podcasting, video, social media, email marketing, it's about staying current and staying in front of people so they at least remember that you're there.

Felicia: Yes. Actually that was the next mistake that I was going to talk about, is not capitalizing and using your expertise in your marketing. A lot of people don't understand what content marketing is, or what content marketing is about, but as I mentioned earlier, when people know that you are an expert, when people read a book that you've written for example, you get phone calls, you get emails of folks saying, “Hey, will you come and talk to our people?” The same is true with like you just said, if you're making videos and putting them up on YouTube. Not sales videos, but videos that share your expertise, that share your knowledge.

A cool thing about speaking and I think another marketing mistake is not taking your speech and using your speech as itself as marketing tool. Cut that speech up into little tiny chunks and every little tidbit of knowledge that you share in your presentation can become its own video, can become its own blog post, can become its own social media tip that you put on Facebook or on Twitter with a hashtag or something like that.

Brian: Or a SlideShare.

Felicia: Or a SlideShare, exactly. There are so many different ways that you can use the content in your speech. I would say probably the biggest mistake that you could make with your speaking and marketing is not using your entire speech for marketing your business every other way and repurposing it.

Brian: Great stuff. What are some of your best tips about getting booked for doing speeches? How do you reach out to people and I know you've covered that a little bit, but what kind of conversations do you have once you get going? Do you get the purple M&Ms in the room? Are you asking to get paid? How do you work with budgets? What are some of those things?

Felicia: You want to be an easy person to work with. In terms of getting booked to speak, there are a few things. Number one, marketing is part of it, but don't forget, part of marketing is sales. Read a book about sales, learn a little bit about what the sales process looks like, or be willing to pay a salesperson to do your selling for you because yes, you can market, but if you don't know how to close a sale, if you don't know how to close a deal, then you're going to miss out on some really great opportunities. Marketing and sales are very important to understand.

Some people think that, “Well, you need to have a speaker agent.” Or, “You need to have a speakers bureau.” Nothing can be further than the truth with that because you can absolutely get yourself booked using really solid marketing, using content marketing, reaching out using direct marketing campaigns. It is a lot simpler than you might think that it is. There are lists that you can buy, of meeting planners that you can reach out to. If all you want to do is speak locally in your community, you just need to reach out to the people who are running those groups, those organizations. Find out where is your ideal target market hanging out, the people who are going to buy your products and services and then reach out to the folks that have those people. Maybe go to Meetup.com. That's a great place to find groups that have speakers, that get together on some kind of a regular basis – whether they get together weekly, or biweekly, or monthly, or quarterly, whatever. Meetup.com is a fantastic place to find groups. That would be one place.

Another place that I like to go and speak at are public libraries. That's a fantastic place where you can go and speak. A public library isn't going to pay you any money, but you can make money on the back end by offering products and services, getting people to sign up for something for free. The public library may not let you sell something, but they'll certainly be happy if you offer a free gift, then when you offer the free gift, you've got people's name and email address. You can follow up with them later to sell something after the fact. That would be another place where you can go.

So many different places – the Chambers of Commerce, we talked about that, Rotary clubs and so forth – just finding out who are the leaders of those people and you can do that with just a little cyber-sleuthing online, go to Google, go make Google your friend. Go to the different Facebook groups, LinkedIn groups, things like that and find out who are the leaders and just simply approach them in a human way. Kill the elevator speech in everything, not just in networking, just reach out to them and say, “Hey, I see that you're the leader of such and such group. Do you ever have speakers come? I saw that last month you had so and so speaker, and the month before you had so and so speaker. Actually I shared the stage with that person at another event.” Or, “That person and I are good friends.” Whatever. Whether you know that person or you don't or, “I have great respect for that person.” Or,”We often speak to the same audiences, I was wondering if you'd might want to talk to me about speaking to your people?” It's really, really that easy. It is certainly not rocket surgery – rocket science or brain surgery put together – it's neither of those things, it's really simple.

Brian: The last question I have for you is how do we measure success in speaking? What is success to you?

Felicia: Oh gosh, I've seen certain speakers groups at national speakers organizations and some of those speakers define success as getting a standing ovation every time. A standing ovation isn't going to pay my bills and feed my kids. While that's really nice and I love when that happens – and it happens to me a lot – I'm not going for that. I measure success by, “Am I feeding my family?” There's a number of different ways. The first way is, “Am I making money at this?” You don't necessarily have to make money by showing up. There are 21 ways to make money speaking. Right? Are you using some of those 21 ways so that cash is coming in?

Another way to measure is if you are speaking for free as a marketing tool for your business, how many people did you get to join your community of subscribers? Some marketers will call it your list, your email list, your contact list, whatever. How many people did you get signed up? The numbers of people that you get sign up to volunteer, to be in your community of subscribers, that increases your chances because now, yes, we look at each one of those people as an individual human being and when we look at sales, sales work on in and around numbers.

The greater the numbers, the more people you have in your community of subscribers, the more people are reading your email messages, the higher the percentage, so it doesn't matter really what your percentage is. If you've got 10 people reading versus 100 people, versus 1,000 people and they say maybe somewhere between 10%-20% of email open rate is a pretty average email open rate. If 10% of 10 people are opening it, that's a whole lot different than 10% of 1,000 people. A certain percentage of people will buy from a webinar or from a presentation. You want to look at those numbers and see like, “How many people am I getting to opt in to things? How many people am I getting to come to my webinars? How many people am I getting to do that and I'm making money at this?” I look at all of those different numbers, those different statistics to see my level of success. It's not just, “Did they like me? They really, really liked me because they're applauding.” Those things.

Then also, are you getting invited back to speak to the same groups? Or are you getting testimonials from people, unsolicited emails, unsolicited requests from LinkedIn? “We met at such and such.” Or, “I saw you speak at this event. Wow, you were really amazing. I loved X, Y, Z.” Or they're tweeting you, or they're sending you Facebook messages. If you're getting those kinds of unsolicited testimonials about your presentations, you know you're doing a good job. Those are a bunch of different ways that you can measure success as a speaker.

Brian: Felicia, great advice, great input. I've learned all of that stuff from you, I utilized it and it really has made a difference in my business. I thank you for that. Then I know that you've got tools and systems that can help people better understand how to create and promote speeches. Can you talk a little bit about that?

Felicia: Sure. I've got free offerings on my website and I've got paid classes. I think probably the two most pertinent things to folks who are really interested in speaking would be in having put together their presentation. Because if you don't have a presentation to put together, then you don't have anything to sell. People, if they want to learn how to do it themselves, I have something that I call the “Signature Speech Mastery Program” and you learn everything. There is like six modules. It just shows you everything you need to know about putting together the speech, about getting booked to speak, about making money both on the spot and later.

Then I actually have a relatively new product that we call the “Signature Speech Wizard” where I worked with a guy who is a legend in the internet marketing world. His name is Jim Edwards and he has done other wizards in the past and we partner together on the Signature Speech Wizard. It's almost like we write the speech for you. There are 43 questions in this wizard and you answer these questions and at the end pops out your PowerPoint presentations, your speech outlines and all of your marketing materials so you don't even have to necessarily write the copy if you're not that great of a copywriter, or the follow-up emails that have to go. All these things pop out at the other end.

You can check either one of those out. If you want to learn how to do it for yourself, that's a little bit less-expensive. If you want us to do it for you by the time you finish with the wizard, you're about 85%-90% done. You've got to do some tweaks on the other end and make it little bit more personalized to yourself. But boy, oh boy, it's so much easier to edit something that a professional has done than it is to have to start from scratch and do it yourself. A lot of people like to learn the method and do it themselves. I've got both options available for folks and all kinds of other things.

Brian: Yes, and they're both fabulous. The Signature Speech Wizard, I've used that and not only to write speeches, but just to create marketing materials. It's really super simple and incredible and I love it.

Felicia: Thank you.

Brian: You're welcome. If people want to get a hold of you, what's the best way for them to do that?

Felicia: This is my website, Feliciaslattery.com and visit me socially on social media, but wherever you like to hang out, I'm Felicia Slattery everywhere – Facebook, LinkedIn, Twitter, YouTube, Pinterest, Instagram, Google+. Let me know that you heard me on Brian's podcast, email Felicia@Feliciaslattery.com if you're really excited and you want to book me, whatever.

Brian: Anyways, Felicia, thank you so much for joining us. You gave some awesome tips. I know my audience is going to appreciate everything that you taught us today.

Felicia: Thanks for having me on.

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