Positioning

Dentists vs. copywriters: Who wins the better customer battle?

by

Here’s a new perspective I found insightful, about who you sell to. Maybe it can save you some headache and even failure:

A few days ago, I was talking to a newsletter strategy consultant. He was telling me about his own newsletter, and the paid advertising he is planning for getting paid subscribers to it.

I won’t name this guy — I’m not sure he would want me to — and I won’t reveal the kinds of people he will be targeting with his ads — not so relevant to others but maybe very valuable to him.

So what’s left?

What’s left is the people he will not be targeting with his ads. And this I believe is relevant whatever your actual business is.

The newsletter expert said he will not be targeting independent newsletter creators. Why? Because, as he told me, they are “a little short term and flaky.”

How could it really be any other way?

If somebody has no employees, no office, no expensive and custom equipment, no contracts to fulfill, and in general no obligations, what’s keeping them going if things ever get bad? The answer is nothing.

That’s why it’s in general better to sell to, say, dentists, who are tethered by a million hooks to their businesses, than to, say, copywriters, who can decide from today to tomorrow to close their laptops and go work as a park ranger or to maybe roast coffee for a living.

That’s not to say you can’t make money selling to people who are a little short-term and flaky. But it exposes you to more risk, and it limits what you can sell and for how much.

That’s something to keep in mind whether you sell to other businesses (hopefully, chained and burdened dentists) or direct to consumers (hopefully, people with an unavoidable problem or an all-consuming obsession).

Last point:

​​I found an interesting new newsletter recently.

This newsletter gives the perspective of somebody who manages to profit from short-term and flaky independent newsletter creators. That somebody is Scott Oldford, who has been buying up independent newsletters and then investing in them and scaling them up. Scott writes about his adventures here:

https://investing.scottoldford.com/

I’m good at writing stories, hate writing personal stories, and found a new way to look at it

by

I spent a good amount of time just now, thinking up and then discarding 10 alternate angles to start this email about personal stories. The fact it took me so long and I still got nothing proves the point I’m trying to get at:

It’s easy to write stories. It’s hard to write personal stories. At least write ’em well.

But what does that mean?

I’ve written thousands of stories, in the context of this newsletter, in sales emails for clients, in Facebook ads, advertorials, sales letters.

Many of those stories were written well, in the sense that people read them, and were then hypnotized — they became open to suggestion and influence.

Most of those thousands of stories involved my clients, or were retold horror stories I’d found online, and one was about Benito Mussolini, and what happened to his corpse after he died.

But out of those thousands of stories, some were also personal stories, featuring me. Some of those personal stories I managed to write well. Some not. I never knew why.

Because of this, I always felt an extra level of confusion, resistance, and doubt whenever I have to tell a personal story. “Is this a good story? Should I include this bit? Is it relevant? Is it interesting? Am I just including it for the sake of ego? Is it irrelevant to the story but somehow important on another level?”

Today I was reading an old issue of the New Yorker. I came across an article, written by Prince Harry’s ghostwriter, about the challenges of ghost writing a memoir for Prince Harry.

“No thank you,” I said immediately, and was ready to turn the page.

But I have this rule that whenever an article seems utterly repulsive to me, I force myself to read it. And good thing I did. I came across the following passage.

The ghostwriter was fighting with Prince Harry over a detail in a story. The prince wanted the detail included. The ghostwriter didn’t. The prince insisted, because this detail showed an important bit of his character. To which the ghostwriter said, “So what?” And he explained:

===

Strange as it may seem, memoir isn’t about you. It’s not even the story of your life. It’s a story carved from your life, a particular series of events chosen because they have the greatest resonance for the widest range of people, and at this point in the story those people don’t need to know anything more than that your captors said a cruel thing about your mom.

===

I found way of looking at personal stories insightful. I mean, this is what I’ve always done instinctively when writing stories about other people. But it’s something I could never put my finger on when writing stories about myself.

And I’m only telling you I found this insightful because maybe you too have found it frustrating to write personal stories in the past, and maybe you will find this new way of looking at personal stories insightful also.

There were other valuable things that prince Harry’s ghostwriter said, which might be useful to you, whether you’re trying to bring to life your own personal stories, or whether you too work as a ghostwriter. In case you are curious:

https://www.newyorker.com/magazine/2023/05/15/j-r-moehringer-ghostwriter-prince-harry-memoir-spare

Fully patented Most Valuable Email

by

I’d like to announce I have just drafted and am about to submit US patent application 16/573921.

​​My patent application only states the proven and the incontestable, which is that my Most Valuable trick fulfills the three main criteria for a patentable invention. Namely, my Most Valuable Email trick is:

Patent Criterion #1: Novel

​​While the underlying persuasion idea I write about in Most Valuable Email is as old as magic, my use of this idea in daily emails is novel. As copywriter Van Chow wrote after going through Most Valuable Email:

“I love this course, I bet some money to see if it still talks about boring stuff like AIDA or PAS. But I was surprised, I had never heard of this concept before.”

Patent Criterion #2: Non-obvious

​​I have used the Most Valuable Email trick hundreds of times in my newsletter and yet it continues to surprise. For example, copywriter Cindy Suzuki wrote after learning the Most Valuable Email trick:

“You know that moment people get epiphanies and the entire world looks different? I’m feeling that way about your writing now. You’ve helped me unlock something I didn’t know existed. So incredible.”

Patent Criterion #3: Has a concrete, practical application

​​The Most Valuable Email trick produces interesting emails, but it also produces more concrete, practical results, such as money. In the experience of copywriter Ivan Orange, who went through Most Valuable Email:

“I want to take the opportunity to tell you that the day after I read MVE, I sent my list a first [MVE trick] email, using an idea from one of your swipe file emails. That day I sold one of my courses, which made me make 5 times more the investment in MVE, so I’m looking forward to keep improving in this technique and make many more sales.”

As soon as my $900 application fee is accepted and my patent application is approved, I plan to vigorously prosecute any and all copywriters, marketers, or small business owners infringing on my Most Valuable Email patent and writing Most Valuable Emails without a license.

​​Fortunately, I will have the full force of U.S. government and their thousands of patent lawyers on my side in that fight.

Of course, my goal is not to stop the spread of the Most Valuable Email trick. Most Valuable Email is most valuable for a reason, and it’s not only most valuable for me.

​​At the same time, I do want to control the spread of this powerful and novel idea, and I want to be rewarded properly for this invention. That’s the reason for my imminent patent application.
​​
​​Anybody can buy a license to learn to safely and legally use the Most Valuable Email trick, and the license fee is very reasonable, $100.

If you would like to buy a Most Valuable Email license, you can do so at the page below.

​​I also have a special offer, good for 24 hours only. Buy a Most Valuable Email license and also reply to this email, and I will tell you how this email relates to the Most Valuable Email trick, beyond just promoting my Most Valuable Email course.

You have until Tue, Apr 11, 2:31 EST to do so.

​​If you’ve bought a Most Valuable Email license already, of course this offer applies to you as well. But you do have to write me and ask, and before the deadline.

To get your own Most Valuable Email license:

https://bejakovic.com/mve/

The disciplined, professional, hard-working beggar

by

On my way to the gym, there’s a Mercadona, a local Spanish supermarket. In front of the entrance to the Mercadona, kneeling on the ground, looking serious and professional, there is almost always one specific beggar.

This man is large and strong. He has a neatly trimmed mustache. I guess he’s around 45 years old.

He usually wears a button-down shirt. He also has a little sponge down on the ground so he can kneel more comfortably. Sometimes, he has a drink next to him — from what I can tell, ice coffee.

When old women go inside Mercadona, this man will kneel and hold on to their dogs while they do their shopping. When the old women come out, they give him their loose change. One time, an old woman gave him a whole packaged chicken.

This man shows up early. When I go for my morning walk before work, he’s already on a bench next to Mercadona, waiting for the store to open up. He also seems to have a little part-time job setting up the chairs, tables, and parasols of the bar next to the Mercadona.

If you’re wondering how it is I know so much about this man, it’s because he is there most days, and for many hours a day. If I ever walk outside my house and around the corner to the Rambla del Poblenou, I inevitably see this man and what he is up to — which is usually waiting stoically for somebody to give him money, and for the workday to end.

I don’t know this guy’s history. I also don’t know how much loose change or raw chicken he manages to pull in a given week. I guess he’s doing okay since he keeps showing up. Still, I can’t believe he’s doing GRRRREAT.

And if you need some sort of takeaway from that, then let me come back to a fundamental point I’ve already made, over and over, year after year in this newsletter. And that’s the fact that you can pretty much do the same work, and get paid drastically different amounts of money for it.

The Mercadona beggar is disciplined and professional. He puts in the hours. He provides a real service to people — an opportunity for charity, plus the bonus of dog-sitting. He even hustles a little. He’s not satisfied simply coasting on his knees, ice coffee in hand, so he’s struck some sort of deal for extra work with the bar next door.

You might think I’m joking. I’m really not.

​​This guy works as hard and as long as most office workers. And many office workers work as hard and as long as most self-employed service providers. And many self-employed service providers work as hard and as long as most business owners.

And yet, there’s a vast difference between what people in each of those groups tend to earn. And vice versa. There’s a vast difference between what you can earn if you cater to people in each of those groups.

Maybe this makes no sense to you, or maybe you think it’s entirely impractical.

In that case, you will almost certainly not be interested in my offer today, which is my Most Valuable Email training. This training is only right for you if:

1. You’re willing to write an email to your list most days, preferably every day

2. You are interested in writing about marketing and copywriting

And by the way, just because Most Valuable Email requires that you write about marketing or copywriting, it in no way requires that you write to people who primarily define themselves as marketers or copywriters. In fact, it might be better to think of another group that you could write those same emails to, and get paid much more money as a result.

In any case, if you are interested in Most Valuable Email, here’s where to go:

https://bejakovic.com/mve/

6 weeks of Times New Roman

by

6 weeks ago, I switched over the font for my newsletter from some web-optimized sans serif font to ugly, old-school Times New Roman. So far, I’ve had two people write in and complain.

One reader said Times New Roman hurts his eyes when he reads my emails in dark mode. Another reader said my newsletter now reminds him of long, factual 2000s websites and the font change made him scroll to the end without really taking anything in.

Has Times New Roman hurt my newsletter?

Like I’ve written recently, I had a record month last month, so it doesn’t seem to have hurt sales. More softly, I keep getting thoughtful and courteous replies from readers, even if it’s sometimes just to say that they’re not fans of the new font.

And the point?

If you read emails from marketers who write daily emails, it’s common to read messages that effectively say, “Heh, it works for me, you can either like it or leave.”

So rather than ending my email with another “Heh it works for me” message, let me tell you the two reasons why I decided to change my newsletter to Times New Roman in the first place. This might be genuinely useful to you, beyond just the satisfaction of agreeing or disagreeing with my attitudes and my personal font choices.

Reason one I switched fonts was that I had a phrase by marketer Dan Kennedy echoing in my head. Dan was softly croaking into my ear, and saying how you want to create a sense of place for your audience, a door that they walk through, which separates your little and unique world from everything else outside.

You might think this is just another way to say, be unique, have a brand, different is better than better.

And sure, that’s a part of it. But a key part of what Dan is saying is that this sense of place should be consistent with the kind of influence you want to have on your audience, and that it should permeate everything you do, beyond just fonts, beyond logos, beyond color choices.

Still, this might sound vague and fluffy to you. You might wonder whether this kind of “sense of place” stuff has a role in the hard world of results-based marketing.

That’s for you to decide.

I’m just putting the idea out there for you, because it influenced me. If you really want an argument for it, then I can only refer you to the authority of Dan Kennedy himself, who helped guide and build up Guthy-Renker, the billion-dollar infomercial company, and who influenced and educated more direct marketers and copywriters than probably anybody else in history, and who was himself responsible for hundreds of direct marketing campaigns and many, many millions in direct sales.

So that’s reason one for the font change.

Reason two is that switching my font to Times New Roman was an instance of my Most Valuable Email trick in action. Yes, this little trick goes beyond just email copy, all the way to font choice, in the right context. If you’d like to make more sense of that, you can find out all about my Most Valuable Email course on the following page:

🦓

https://bejakovic.com/mve/

Become a snowflake newsletter owner

by

I’ll tell you what a snowflake newsletter is in a moment. But let me set it up first, with something surprising that happened to me last night:

I got in a taxi last night. I’m in Croatia, and my driver was local, and very white.

“Good evening,” he said. “Where are we going?” In just those few words, it was obvious he was from the coast town of Split, one of the strongholds of Croatian national identity.

I told the man where to drive. As he took off, he put on some music — that was the surprise.

It was some kind of solo stringed instrument. The only way my western ears could describe it was “oriental.” After a few moments, I leaned forward and asked the driver what music he was playing.

“It’s Persian,” he said. “If you’d prefer, I can put on some jazz.”

I’m visiting family for a few days and jumping around town all day long. I’ve taken a cab probably 15 times in the past 5 days. Each cab ride I’ve taken has featured an entirely different kind of soundtrack:

Romantic 1960s crooners from Yugoslavia… James Brown humping and groaning… Croatian folk music with little mandolins and bass fiddles… generic 2023 pop music… techno.

Last December, a guy unsubscribed from my list. I often check the “unsubscribe reason,” hoping to find something good. This time I was rewarded. The guy wrote as he unsubscribed:

“I’m getting too many emails overall… I get 50+ per day so I’m only going to stay on the lists that I want to read daily”

Too many emails today, right? Too crowded? Too late to get in?

I’ll make the exact opposite claim. Right now is the best time to get in.

Previously, I’ve called this snowflake positioning.

The classic marketing book Positioning is all about how great it is to be unique, how great to be first. But you don’t need to be either, not globally. You just need to be unique and first to a small number of people. And that’s very doable.

The fact is, there’s an unimaginable tonnage of humans in the world today. They are all easy to reach. What’s more, all of them have slightly quirky and unique tastes, even if, for example, they all fall into the broad category of taxi drivers. Or direct marketers. Or online business owners.

Here’s what I’ve found:

With a little bit of luck, and simply by showing up today, tomorrow, and the day after, some of the 8+ billion people in the world will join my newsletter. And of those, some will become customers, for a long time, worth hundreds of dollars, or maybe thousands of dollars, or maybe even tens of thousands of dollars. That’s started adding up to a nice sum of money for me each month.

The same can be true for you. Assuming you can muster a little bit of luck, and you can manage to show up today, tomorrow, and the day after.

The sooner you get started, the sooner you can turn this into a nice living. That’s why I say right now is the best time to get in.

Anyways, since you are on my email list, there’s a good chance you are interested in marketing and copywriting topics.

Maybe you’d also like to write about those topics, and not just read about them. In that case, let me remind you of my Most Valuable Email training.

I only recommend you get Most Valuable Email if you are writing, or want to write, about marketing and copywriting.

By the way, I wouldn’t necessarily suggest you write to an audience of copywriters, but that’s a topic for another day.

Still, if you do want to write about marketing and copywriting for an audience of marketers, business owners, or maybe curious taxi drivers — then this course can show you one type of email that has been most valuable to me.

Most Valuable Emails have given me all kinds of hard benefits — including sales and list growth and valuable endorsements. But the greatest benefits of writing these Most Valuable Emails have been soft — the fact that they make me better each time I write them, and that they make it fun and easy for me to stay motivated today, tomorrow, and the day after.

My Most Valuable Email is available today, and will be available tomorrow, and the day after. ​​But you’ll get most value out of it if you get it today, and if you start applying it today.

In case you’d like to get started:

https://bejakovic.com/mve/

How to increase your average open rate by 1.95%

by

My average daily open rate for the last week of February was 33.89%. My average daily open rate for the last week of March was 35.84%. That’s a staggering increase of 1.95%.

Well, it’s not really staggering. It’s not really anything.

Open rates don’t tell you much, and what they do tell you is often bad. I’ve written before how for one large list I was mailing with daily offers, I found a mild inverse relationship between open rates and sales — on average, each extra 1% of opens cost us $100 in sales.

But my sales are up as well. Like I wrote a few days ago, this past March was a record month for me. I made plenty of sales in that last week of March, many more than in the last week of February. I won’t say how much more, but it’s enough to go to Disneyland with.

What gives?

I can tell you my impressions. The jump in both open rates and sales very clearly came after March 6, when I ran an ad in Daniel Throssell’s newsletter. But — about that.

The staggering increase in open rates might be due to new subscribers who came via that ad. I don’t know, and ActiveCampaign gives me no easy way to figure it out.

But I do know that the bulk of new sales I saw in the whole of March compared to the whole of February did not come from new subscribers who came via the ad. The bulk came from my existing subscribers.

Many of those sales came from people buying new offers I had made in March, such as Insight Exposed and Copy Zone. That’s normal.

But one thing that struck me is how many existing subscribers, some of whom have been on my list for months or even years, decided this March to buy offers like Copy Riddles and Most Valuable Email, which I have offered dozens of times before. These readers successfully resisted all my previous pitches, but they found themselves curious and willing to buy now.

It wasn’t just one such person. It was lots. I asked myself what made the difference.

My best answer is this:

There’s a lot that goes into the success of email marketing beyond the actual email funnel and copy. At least if you’re doing something like I’m doing, which is a long-running, personal, relationship-based email newsletter.

I’ll leave you with that for today. And I’ll just remind you of my coaching program for email marketing and copywriting.

I have to include the email copywriting in the coaching program, because it’s what almost everybody wants to learn and believes is most important.

But in my experience, email copy is rarely the thing that really makes the biggest impact in the results of your emails. By results I mean sales, as well as soft stuff like retention, engagement, and influence.

Anyways, if you are interested in my coaching program, you’ll also be interested to know this program is only open to two kinds of people:

1. Business owners who have an email list and want to use email to both build a relationship with their customers and to sell their products

2. Copywriters who manage a client’s email list, and who have a profit-share agreement for that work

If you fit into one of the two categories above and you’re interested in my coaching program, write me an email and say so. Also tell me who you are and what your current situation is, including which category above you fit into. We can then talk in more detail, and see if my coaching program might be a fit for you.

This offer is improper — unless you’re a grown-up

by

I checked the fridge this morning and I found I was fresh out of emails ideas. So I ran down to the corner shop and grabbed the latest glossy issue of “On Today’s Date.” I brought it back home, jumped on the couch, and greedily opened it to the first page. That’s how I discovered that the most significant historical event ever to happen on March 9th was:

The first appearance of the Barbie doll. It happened on March 9, 1959, at the American International Toy Fair, in New York City.

I put my head in my hands. “Who cares about Barbie dolls?” I said. “I need email ideas!”

But after a few moments of quiet despair, I happened to glance back at that Barbie article.

And in that brief moment, in the very first paragraph, I spotted something new to me — why we’re still talking about Barbie dolls today, and why you and I and probably all the other 8 billion people on the planet have heard of Barbie.

Ruth Handler, co-founder of Mattel, created Barbie after watching her own daughter. Handler’s little girl kept ignoring her closetful of baby dolls. Instead, she played make-believe with paper dolls of adult women.

Handler put 2 and 3 together, and realized there was an open niche here, a unique position to be filled:

A toy doll with adult features, adult outfits, and enormous adult breasts.

Barbie was an instant hit. Mattel sold around 350,000 Barbies in the very first year of production. They sold almost $1.5 billion worth of Barbie plastic last year.

So what’s my point?

Simple. People want to be grown up, or at least play make-believe at it. If ya don’t believe me, here’s a second example:

Tobacco company Lorillard once put out a covert ad campaign targeted at kids. The ad was supposedly designed to keep kids from smoking. But the devious message in that Lorillard campaign was:

“Tobacco is whacko — if you’re a teen.”

A later statistical study found that each exposure to this ad increased the intention of middleschoolers to try cigarettes by 3%. In other words, if your kid sees this ad 30 times, his or her odds of trying a cigarette double.

You might say this only applies to kids and middle schoolers, but I don’t think so. I think it applies to all of us, just in more subtle ways.

​​In any case, enough history.

Instead, I have an offer for you, which is entirely improper — unless you’re a grown-up copywriter or marketer.

​​The offer is my Most Valuable Email course. That course will only work for you if you already have an email list, or are willing to create one, and write to it regularly. Like I said, grown-ups.

But on second thought, maybe it’s better if you don’t get Most Valuable Email even if you’re a grown up. As one marketer, Kyle Weston, wrote me after going through this course:

===

I love how the course is short and to the point, yet still packs in all the powerful info we need. And then the tools you give us at the end are brilliant. The MVE Swipes pdf alone is worth way more than a measly $100. Anyone involved in marketing or copywriting at any level will want to check this out. Then again, maybe its better for me if less people know about this tactic — makes it easier for me to beat out the competition muhuhahaha!

===

If that doesn’t deter you, you can get Most Valuable Email here:

https://bejakovic.com/mve/

Why I’ve just sent you the only Times New Roman newsletter you are likely to read today

by

This past Wednesday, I found myself mystified by an article titled The Reaction Economy. It was written by a William Davies — “a sociologist and political economist” — in the London Review of Books.

Davies was complaining about Twitter, and how he is trying to wean himself off it, and how his brain screams to set the record straight whenever it sees idiotic conservative tweets. But Davies is a disciplined person, so he didn’t give in to the urge and get back on Twitter. Instead, he went and wrote a 6,276-word article in the LRB about it.

As I read this, I found myself mystified why I was reading it at all. I mean, what was fresh here? Some guy saying he wants to use social media less? Or a liberal airing his lungs about conservative trolls? Or an online pundit shaking his finger and warning me, as I nod along in silence, that social media is designed to provoke outrage?

And yet, there I was, reading, paragraph after long paragraph. I asked myself why. One small part was the good headline, The Reaction Economy. That sucked me in initially. But what kept me going had nothing to do with the actual content, which was neither new nor insightful.

I realized that the real reason I was reading was that the article was hosted on the LRB website. Beyond that, it was the formatting — 10-line paragraphs, drop capitals, Times New Roman font.

Copywriter Gary Bencivenga once told a story of how his ad agency rushed an ad into the New York Times. In the rush, the NYT typesetters set the ad with a sans-serif font. Gary’s agency complained, and the Times offered to run the ad the next week, for free, with the correct serif font. This was not a proper A/B split test. Still, the serif ad ended up pulling 80% more sales than the sans-serif ad the week earlier.

Is there really sales magic to serif font? Probably not. But we use cues all the time to decide on value, and to guide our decisions. I’ve written before how I find myself unable to spend more than 20 seconds reading a 700-word blog entry or email newsletter, but that I’m happy to read a four-volume book of 1,900 pages for more than a year.

Quality of content is a part of it, but only a part. The fact is, I use cues all the time to evaluate that quality, and I rely on past habits to determine what deserves my attention or not.

So my point for you is is, why stack the odds against yourself? Why give your reader subtle cues that your writing is skimmable, disposable, low-value fluff? The bigger principle, which I’ve seen proven in different areas of life, is: Assume people are already acting how you want them to act. Very often, they will end up doing just that.

Since you’ve read this far, I assume you must be a reader. So I will remind you that, for the next three days, until February 27th, I am opening the doors to my Insights & More Book Club. After that, I will close off the club to new members. We will start reading the next book on March 1st, and it makes no sense to have people join mid-way. The only way to join is to be signed up to my email newsletter first. If you like, you can do that here.

One roadway to success as a copywriter and marketer

by

This morning I found out that Active Campaign has this spreadsheet view of campaign results.

It allows you to sort and compare previous campaigns rather than just looking at the results for each campaign individually.

So I looked at the past three months of my emails. I was curious to see my most unsubscribed-from email over that time.

It turns out I sent this toxic email only last week. The subject line read, “The secret spider web of money and love opportunities.” It had more unsubscribers — both in actual number and as a percentage of the people who got the email — than the other 90+ emails I sent over that period.

Why was this email so reviled?

Maybe the subject line was too good, and it sucked in people who wouldn’t normally open.

Maybe the content was truly awful.

Maybe my unsubscribed readers didn’t like my tone. Maybe they felt I didn’t deliver on promise of love opportunities (all the unsubscribers were women, judging by names). Or maybe they just realized my list is not for them (several came from a classified ad I ran a few days prior).

So what’s my point?

I’m not sure. I don’t really have a smart conclusion to draw from this experiment.

Instead, let me share an interesting idea with you that I read in Jack Trout’s and Al Ries’s book Positioning:

===

For many people or products today, one roadway to success is to look at what your competitors are doing and then subtract the poetry or creativity which has become a barrier to getting the message into the mind. With a purified and simplified message, you can then penetrate the prospect’s mind.

===

Maybe I should take Ries & Trout’s advice. Let me try it right now:

If you want one roadway to success as a copywriter and marketer, then you can find that inside my Copy Riddles program.

Copy Riddles is based on an exercise devised by legendary copywriter Gary Halbert. Top marketers and copywriters, including Ben Settle and Parris Lampropoulos, have praised this exercise and said it’s how they got good at the craft and how they started writing winning ads and making lots of money.

If you’d like to find out what this exercise is, or even start practicing it yourself, click on the link below and start reading the page that opens up:

https://bejakovic.com/cr/