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Introduction:

Welcome to the latest and very easy to apply “Facebook !ds 3.0” Training, designed to take you by the hand and walk you through the process of getting the most out of Facebook Ads for your business.

I’m very excited to have you here, and I know that this will be very helpful for you.

This exclusive training will show you step-by-step, topic by topic, and tool by tool, what you need to know to dominate Facebook Ads, in the easiest way possible, using the most effective tools and in the shortest time ever.

This training is comprised of 20 chapters organized into 4 sections. This is exactly what you are going to learn: Section 1: Facebook Ads Basics In Chapters 1 through 5, we’ll talk about: - What Is Facebook All About? - What Are Facebook Ads? - What Is Retargeting And What Makes Facebook The Top Retargeting Platform? - How Can Facebook Ads Help Your Business? - Shocking Facebook Ad Facts To Consider Section 2: Facebook Ads – Step by Step

In Chapters 6 through 10, we’ll talk about: - Facebook Walkthrough - Facebook Ads Manager Walkthrough - Creating A Facebook Page To Run Ads - Promoting A Basic Page Post The Right Way - Creating A Basic Ad Using The Ads Manager Section 3: Advanced Facebook Ad Strategies In Chapters 11 through 16, we’ll talk about: - Creating A Custom Audience - Adding The Facebook Pixel From A Campaign To Your Business Website - Sending More Traffic To Your Site With Facebook Ads - Increasing Conversions Through The Ads Manager - Creating A Lead-Generation Funnel - Creating A Facebook Retargeting Campaign Section 4: Additional Tips to consider In Chapters 17 through 20, we’ll talk about: - Do's and Don'ts - Premium tools and Services to consider - Shocking Case Studies - Frequently Asked Questions Well, it’s time for you to start getting the most out of Facebook Ads On behalf of your Business. I know you'll love this training.

Section 1 Facebook Ads Basics

Chapter 1: What is Facebook all about
So let's get started by answering this question: What is Facebook actually all about? Well, Facebook is a social media network designed with straightforward social interaction in mind.

What has made Facebook such a popular platform is its ease of use and its wide variety of features and applications. Simply put, Facebook owes a lot of its popularity to its accessibility and how entertaining it is to use.

The main focus of the Facebook platform is in allowing its users to create online social profiles that they can populate with personal info, and that they can use to get in touch with others.

This is possible because Facebook users can connect with one another by adding friends to their social network.

The platform's popularity combined with its accessibility has made it the perfect platform to locate old friends at a distance and to meet new people. People can also use Facebook to play games, to chat with their Facebook friends and to share video content, all without leaving the site!

Facebook users can also create and share photo albums, comment on other people’s profiles, and create Facebook “groups”, which families and groups of friends use to share content privately.

Facebook is also an attractive platform for businesses because it offers companies, organizations and businesses across all industries to reach an audience of almost 2 billion active users a month.

The very social nature of the Facebook platform makes it the perfect channel for any business to reach and engage with a qualified pool of potential clients.
Businesses can create their own Facebook profiles in the form of Facebook
pages.

Facebook pages are designed to allow businesses, companies, brands, organizations, artists and the like to upload content to the platform the same way that any regular user would.

But there's more: Facebook Pages allow businesses to promote and market their products and services though Facebook's own advertising platform. Want to learn more? Tune in for the following chapter!

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Built-In Actions

Adobe Illustrator has a number of preset actions built-in the program file so when you need to save GIFs on the fly for your batch file, all you have to do is to visit the Actions Panel, select the GIF preset and hit PLAY.

But that’s not all - Aside from the save GIF preset, here are some other useful default and quick Illustrator Actions that are bundled in Adobe Illustrator (varies on version).

1. Opacity 60 (Selection) - automatically adjusts the opacity of the selected object to 60%

2. Opacity 40 Screen (Selection) - adjusts the opacity of the selected object to 40% and blending mode to SCREEN.

3. Apply Default Style (Selection) - reverts your selection back to its default form (removes effects).

4. Save For Web GIF 64 Dithered - fast way to save your documents via GIF 64 Dithered format bypassing the lengthy save option steps. It automatically brings you to the Save As GIF window.

5. Save For Web JPG Medium - bypasses the lengthy save settings and directs you to the Save As JPG window. Automatically adjusts the settings to JPG format in Medium Optimized Quality (30).

ADOBE ILLUSTRATOR ACTIONS EXPLAINED

6. Save For Web PNG 24 - bypasses the lengthy save settings and directs you to the Save As PNG window for transparent backgrounds, etc. Automatically adjusts the settings to PNG (24- bit) optimized format.

7. Simplify (Selection) - Adjusts the Curve Precision of the selected object to 40%

8. Simplify Straight (Selection) - Adjusts Curve Precision by 40% with Straight Lines 9. Revert - Reopens the file to its last file change.

10.Delete Unused Panel Items - Automatically deletes every object in your file that you aren’t using anymore (duplicates, unused swatches, etc.)

11.Move Dialog - Automatically brings up the custom Move pop-up

12.Scale Dialog - Automatically brings up the custom Scale pop-up

13.Rotate Dialog - Automatically brings up the custom Rotate pop-up

14.Rotate 90 CW - Automatically rotates the object 90 degrees Clockwise.

15.Shear Dialog - Automatically brings up the custom Shear object pop-up to let you adjust the shear settings.

16.Reflect Horizontal - Automatically flips the object upside-down in the same position.

17.Unite (Selection) - Combines selected different paths into a single object and path.

18.Intersect (Selection) - Combines intersected object and removes other parts.

19.Exclude (Selection) - Combines & Removes overlapping parts from two or more different objects/path.

20.Minus Front (Selection) - Removes the front layer making a whole behind the selected object.

21.Rasterize (Selection) - Rasterizes selected object in a click.

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One-click Ease

Just like in Photoshop, Adobe Illustrator Actions is a very powerful and helpful tool that makes you streamline and speed up your work by automating very simple tasks to the most complex techniques within a single click of a button.

Seldom used in Illustrator though, Actions are the one-click ease that designers are looking for especially when it comes to editing multiple files with the same technique. Now you don’t need to repeat and apply the same effects over and over again manually.

Built-In Actions

Adobe Illustrator has a number of preset actions built-in the program file so when you need to save GIFs on the fly for your batch file, all you have to do is to visit the Actions Panel, select the GIF preset and hit PLAY.

But that’s not all - Aside from the save GIF preset, here are some other useful default and quick Illustrator Actions that are bundled in Adobe Illustrator (varies on version).

1. Opacity 60 (Selection) - automatically adjusts the opacity of the selected object to 60%
2. Opacity 40 Screen (Selection) - adjusts the opacity of the selected object to 40% and blending mode to SCREEN.
3. Apply Default Style (Selection) - reverts your selection back to its default form (removes effects).
4. Save For Web GIF 64 Dithered - fast way to save your documents via GIF 64 Dithered format bypassing the lengthy save option steps. It automatically brings you to the Save As GIF window.
5. Save For Web JPG Medium - bypasses the lengthy save settings and directs you to the Save As JPG window. Automatically adjusts the settings to JPG format in Medium Optimized Quality (30).

ADOBE ILLUSTRATOR ACTIONS EXPLAINED

6. Save For Web PNG 24 - bypasses the lengthy save settings and directs you to the Save As PNG window for transparent backgrounds, etc. Automatically adjusts the settings to PNG (24- bit) optimized format.
7. Simplify (Selection) - Adjusts the Curve Precision of the selected object to 40%
8. Simplify Straight (Selection) - Adjusts Curve Precision by 40% with Straight Lines
9. Revert - Reopens the file to its last file change.
10.Delete Unused Panel Items - Automatically deletes every object in your file that you aren’t using anymore (duplicates, unused swatches, etc.)
11.Move Dialog - Automatically brings up the custom Move pop-up
12.Scale Dialog - Automatically brings up the custom Scale pop-up
13.Rotate Dialog - Automatically brings up the custom Rotate pop-up
14.Rotate 90 CW - Automatically rotates the object 90 degrees Clockwise.
15.Shear Dialog - Automatically brings up the custom Shear object pop-up to let you adjust the shear settings.
16.Reflect Horizontal - Automatically flips the object upside-down in the same position.
17.Unite (Selection) - Combines selected different paths into a single object and path.
18.Intersect (Selection) - Combines intersected object and removes other parts.
19.Exclude (Selection) - Combines & Removes overlapping parts from two or more different objects/path.
20.Minus Front (Selection) - Removes the front layer making a whole behind the selected object.
21.Rasterize (Selection) - Rasterizes selected object in a click.

Create Custom Actions

If you want a more specific effect to be applied to your projects, creating a custom Action can be really convenient. Depending on your Adobe Illustrator skill, you can create simple adjustments to the most complex effects in one click.

Below is a step by step basic guide to creating Actions in Adobe Illustrator.

1. Click on WINDOW-> ACTIONS to open the Actions Dialogue.

2. In the ACTIONS PANEL, select the CREATE NEW SET button and name your custom actions folder. In this example, we have named our new folder “CUSTOM”.

3. Once you’ve created a Custom Folder, click on the CREATE NEW ACTION button. In the NEW ACTION box, supply the new action name and make sure that “Custom” is chosen for the Set option. In this example, we are naming the new Action “VectorToons” and setting is color to RED (mark/highlight).

4. Hit the RECORD button and start editing your project. Remember that from this point, every action you are doing to your document will be recorded.

5. Once done with your editing, hit the STOP button.

6. You’ve now recorded your own custom action. Every time you open a new file and want to apply the same action from your previous work, all you have to do is find your desired ACTION in the panel and hit the PLAY button.

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Introduction

If you aren't using videos to market your business, why not? Anyone with a smartphone can make a decent video because the cameras and microphones on today’s phones are close in quality to basic digital cameras of just a few years ago. You can employ professionals to handle video creation for your company, but it is not necessary to do so. That is because the audience you are trying to reach much prefers short, to the point, simple to understand videos as opposed to a longer video.

A video of 45 to 90 seconds can convey a lot about a product or service, and it doesn't take up much of your prospects' valuable time. According to Cisco, a global technology company, "69% of consumer Internet traffic will be video" by the year 2017.

Guess what? It's 2017, and video is everywhere.

WyzOwl is a company that makes explainer videos. They point to research that shows a full 69% of web surfers who are considering purchasing a product or service prefer video over text as a marketing medium. In another study, 70% of video viewers shared a brand's video through email or on social media.

Also, 80% of consumers state that demonstration videos or video tutorials " ... are helpful when making purchases".

That last stat should really grab you if you are selling anything and you have an online presence. Posting videos to the Internet can be done for free or very little money, and if 8 out of every 10 of your prospects believe a video tutorial will help them make a purchasing decision, it is time for you to get some videos in front of their eyeballs.

In this report on how to create great video tutorials, you will learn the "sweet spot" video length to maximize viewership and conversions. You will find out how you can get started making how-to videos and explainer videos right away, with a minimal investment. You will learn video marketing secrets the pros use, why it is oh so important to include a call to action in every video you create, and how to create engaging tutorial videos with nothing more than your smartphone.

You will discover how to write video scripts, how many words per minute your videos should contain, and the top free and paid video creation services. Everything you need to know to record, distribute and benefit from high-quality tutorial videos is now yours.

Ready to get started?

Let's begin by looking at the overall step-by-step process you are going to be following to create video tutorials that help grow your business. Then we will look at the components of those individual steps in detail, provide some technological resources, applications, and websites that make video creation easy, and then cover a few miscellaneous video production tips the pros use.

The Simple 4-Step Process for Making a Video

Tutorial

Sometimes marketers make things harder than they need to be. If you have never recorded a tutorial video before, you may be drawing an outline that is long and confusing. It is only necessary to follow the 4-step process listed here to make an effective tutorial video.

Step 1 – Write Your Video Script

A lot of first-time video creators record videos without a dedicated script in place. They know their products and services so well that they believe they can simply hit "record", and begin to explain a step-by-step process or tutorial. While this may be true for a very limited number of people, you will find your videos generating better results for your business when you have a dedicated script to follow.

Your favorite movies, those that you have remembered fondly for decades, were all created using scripts. The actors were not allowed to just run around and say whatever was on their mind. That is because specific word structures and techniques have been proven to create a desired psychological response. Scream "Fire!" in a crowded movie theater, and I think you know what will happen. Shout "Free lunch for the next 5 minutes" in front of a large crowd, and your food truck is going to be overwhelmed with activity.

In the same way, what you say and how you say it should be scripted to get the response you are looking for. You should know what you are trying to produce as a desired result, and how you are going to walk someone through the tutorial process.

Are you explaining how you should use one of your products properly? Perhaps you are walking someone through the way to navigate your website? In either case, the first step of the video tutorial creation process is writing your video script.

Step 2 – Record the Voiceover

Does the idea of recording your voice make you feel less than comfortable? If so, you can use Craigslist, Fiverr, Freelancer, BreadNBeyond, and Voices.com to hire talented freelancers that can do the voiceover for you. These people are well-versed in creating all kinds of voiceovers for videos and are an excellent choice if you are afraid your voice will not sound professional.

INTRODUCTION

The concept of outsourcing is not new, and today many tasks are being outsourced by both big corporations and small businesses. Outsourcing mobile application projects is more popular, compared to in-house project operations. In fact, the current trend of outsourcing application development is ruling the market. It is often a better option for businesses because outsourcing their development task typically saves a lot of money and time. This has proved to be very beneficial for both the businesses and the application development companies.

There are several benefits of outsourcing your application development work, few are highlighted below:

• You hire an experienced, well-coordinated and dedicated team

• You receive complete data mining and capturing

• You get someone who thorough tests the app

• You save money and time

• You secure quality and professionalism using cutting-edge technology

Even though there are many benefits to outsourcing your mobile app, there are disadvantages as well, so it’s important that all aspects of outsourcing be taken into account before making up your mind about moving forward.

In this ebook, we will be exploring:

• Pros and cons of outsourcing your mobile app

• The possible risks of outsourcing and how to avoid them

• Steps of outsourcing your app

• What to expect when you outsource the app

• Tips for successfully outsourcing of your app There’s lots to cover, so let’s get started.
PROS AND CONS OF OUTSOURCING YOUR APPS

In the introduction, we touched upon a few of the pros of outsourcing your app and mentioned that there are also some possible disadvantages that we want to make you aware of. Making allowances for these pros and cons will give you the information you need to make the best decision for your business.

Before we dive in, there’s an important distinction we need to make about the choice of development companies. There may be dozens of offers in your local market, but what if none of them will meet all your requirements of time and money?

Then it makes sense to look for a team that is outside your local area. You may find that an offshore solution is a great option if you can’t find exactly what you want in your area.

Working with an offshore company provides numerous advantages including better price, timing and quality, which can be even higher than local sources. But there may also be some pitfalls for you as the client if you aren't familiar with partnering up with offshore outsourcing companies. But don't worry. Later in this chapter, we will discuss some things to consider before choosing an offshore company to design and develop your mobile app.
Pros of Outsourcing Mobile App Development

First of all, let's define the general tasks and principles of working with outsourcing companies. An outsourcing company is a team of developers and managers whose task is to help a client focus his resources on the actions that are the most important in their business and delegate other functions to a professional partner. In other words, an outsourcing company helps to build a successful business by assuming some of the client’s duties. In our particular case, it is mobile app development.

One of the main outsourcing advantages, costs saving, helps you, the client, not only to reduce the development costs, but also to invest this extra capital into new development paths for the company. Now let’s look at all the advantages more closely.
Reduced Cost

Outsourcing saves money by making it possible for a company to avoid hiring its own in-house team of developers for one project. And then there's the fact that a business who uses an outsourcing company doesn't need to invest in extremely expensive technology, just to be used for the one app they want to create.

Here are some specific ways this cost reduction comes into play when outsourcing:

• Outsourcing means the client doesn’t have to spend time, efforts and money on recruitment and training process. Instead, the company can allocate its resources to other vital projects to grow its market and authority.

• Outsourcing allows clients to get the services of the highest quality at a lower price.

• Outsourcing means no investment in full-time employees, which means there's a huge saving in not paying out for benefits and salaries.

• Outsourcing means less time and resources in the organization of the workplace and infrastructure. This is something the development company has already done.

• Outsourcing, in most cases, means the client pays a fixed price. This can be a huge savings if problems are encountered while developing and testing the app.
Increased Speed and Quality

As long as you take the necessary time and care into hiring the best company for your business, you can feel confident in the quality of work you will receive. Outsourcing mobile development companies specialize in a particular trade, and only that trade-designing apps. Because of this, you can trust that their employees have extensive experience and skill.

On the other hand, hiring a new employee is always a risk. There’s always the possibility that the employee will be less competent than they claim. With an outsourced company, all terms of quality and conditions are listed in the contract, so you should be guaranteed quality because the outsource company has already vetted their teams.

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Introduction

If you aren't using videos to market your business, why not? Anyone with a smartphone can make a decent video because the cameras and microphones on today’s phones are close in quality to basic digital cameras of just a few years ago. You can employ professionals to handle video creation for your company, but it is not necessary to do so. That is because the audience you are trying to reach much prefers short, to the point, simple to understand videos as opposed to a longer video.

A video of 45 to 90 seconds can convey a lot about a product or service, and it doesn't take up much of your prospects' valuable time. According to Cisco, a global technology company, "69% of consumer Internet traffic will be video" by the year 2017.

Guess what? It's 2017, and video is everywhere.

WyzOwl is a company that makes explainer videos. They point to research that shows a full 69% of web surfers who are considering purchasing a product or service prefer video over text as a marketing medium. In another study, 70% of video viewers shared a brand's video through email or on social media.

Also, 80% of consumers state that demonstration videos or video tutorials " ... are helpful when making purchases".

That last stat should really grab you if you are selling anything and you have an online presence. Posting videos to the Internet can be done for free or very little money, and if 8 out of every 10 of your prospects believe a video tutorial will help them make a purchasing decision, it is time for you to get some videos in front of their eyeballs. In this report on how to create great video tutorials, you will learn the "sweet spot" video length to maximize viewership and conversions. You will find out how you can get started making how-to videos and explainer videos right away, with a minimal investment. You will learn video marketing secrets the pros use, why it is oh so important to include a call to action in every video you create, and how to create engaging tutorial videos with nothing more than your smartphone.

You will discover how to write video scripts, how many words per minute your videos should contain, and the top free and paid video creation services. Everything you need to know to record, distribute and benefit from high-quality tutorial videos is now yours.

Ready to get started?

Let's begin by looking at the overall step-by-step process you are going to be following to create video tutorials that help grow your business. Then we will look at the components of those individual steps in detail, provide some technological resources, applications, and websites that make video creation easy, and then cover a few miscellaneous video production tips the pros use.

The Simple 4-Step Process for Making a Video Tutorial

Sometimes marketers make things harder than they need to be. If you have never recorded a tutorial video before, you may be drawing an outline that is long and confusing. It is only necessary to follow the 4-step process listed here to make an effective tutorial video.

Step 1 – Write Your Video Script

A lot of first-time video creators record videos without a dedicated script in place. They know their products and services so well that they believe they can simply hit "record", and begin to explain a step-by-step process or tutorial. While this may be true for a very limited number of people, you will find your videos generating better results for your business when you have a dedicated script to follow.

Your favorite movies, those that you have remembered fondly for decades, were all created using scripts. The actors were not allowed to just run around and say whatever was on their mind. That is because specific word structures and techniques have been proven to create a desired psychological response. Scream "Fire" in a crowded movie theater, and I think you know what will happen. Shout "Free lunch for the next 5 minutes" in front of a large crowd, and your food truck is going to be overwhelmed with activity.

In the same way, what you say and how you say it should be scripted to get the response you are looking for. You should know what you are trying to produce as a desired result, and how you are going to walk someone through the tutorial process.

Are you explaining how you should use one of your products properly? Perhaps you are walking someone through the way to navigate your website? In either case, the first step of the video tutorial creation process is writing your video script.

Step 2 – Record the Voiceover

Does the idea of recording your voice make you feel less than comfortable? If so, you can use Craigslist, Fiverr, Freelancer, BreadNBeyond, and Voices.com to hire talented freelancers that can do the voiceover for you. These people are well-versed in creating all kinds of voiceovers for videos and are an excellent choice if you are afraid your voice will not sound professional.

If you choose to use screen capture software, a highly recommended process we will talk about in the creation step of your video development process, you can simultaneously record your voice while you are capturing what is happening on your display. This is made possible through the built-in microphone on your laptop, tablet, smartphone or desktop PC.

This is the easiest to use, cheapest (it’s free) and simplest, quickest way to develop video tutorials.

You may also choose to use a standalone camera to record your video. If this is the case, you will need to purchase a microphone or a headset. However you decide to record the audio portion of your video, keep quality in mind. The best-looking video with the best product and best offer almost always turns in disastrous results if the audio is garbage.

Step 3 – Create Your Video Tutorial

Great, you have written your video script and decided exactly how you are going to record your audio. It is time to put everything together and create your tutorial video.

This can be done using the screen capture process we mentioned in the previous step. You can also pay companies to handle the entire process for you. Finally, you can employ software that creates animated or white screen videos that are perfect for the step-by-step process of a video tutorial.

Step 4 – Share Your Video with the World

Depending on what you are trying to accomplish, your audience may be very limited or extremely large. There are video sharing sites like YouTube and social media networks like Facebook which are perfect for video. Video is consumed regularly at those two websites, so you may decide they are logical destinations for your video tutorial content.

On the other hand, you may have put together an explainer video to share only with customers who have purchased a product or service. This makes a lot of sense. It helps limit returns and improves customer satisfaction, by accompanying a purchase with a tutorial video that explains exactly how to get the most out of that purchase for your customer.

However you decide to share your content, on your website, on social media sites or with a limited number of customers or clients, this is the last step in the video tutorial process. This is where all your hard work pays off.

Let’s look at each one of these 4 steps in detail. Organizing Your Video Script

Depending on what type of tutorial you are giving, the order of your script outline may be different than the following example. If you need some guidance, the script organization listed here is popular and has produced results across multiple markets and niches.

1 – A short, quick overview of what your tutorial is about, and the benefits your viewer will receive 2 – The problem or problems that your tutorial video solves 3 – How your tutorial (and product or service) will solve that problem 4 – A single, clear and specific call to action 5 – include “trust signals” – testimonials, awards, industry leader, least expensive in marketplace, top seller, highest rated, etc.

How Many Words Should I Put in My Video Script?

The first thing you need to do is write your script. Think about the process you are trying to explain, the tutorial you want to give. Don't worry about getting it perfect the first time. You're going to have to tweak and test your script several times to get it just right.

Speaking of "just right", do you remember Goldilocks? She was the goldenhaired little girl in the fable about the 3 bears. One day when Goldie was out walking in the forest, she stumbled across the home of the 3 bears. The bears were out doing bear stuff, so Goldilocks invited herself inside. She tested porridge, chairs, and beds until she found the "just right" fit each time.

The Bears returned home, awoke Goldilocks from her slumber, the little girl ran home, and we were given a lesson about the "just right" amount of words to include in your video script. Video tutorials, and any other video where you are informing and instructing your audience, benefit from a very specific range of words per minute.

The National Center for Voice and Speech in the United States tells us the typical rate of speech for people speaking the English language is 120 to 150 words per minute.

This gives you a good idea of just how long your video tutorial script should be, depending on the length you are shooting for. Most people tend to wander off after about the 2-minute mark in videos, so keep this in mind. You should also remember that people tend to talk faster when they are excited, which often happens for new people recording videos.

Take time to notice how slowly or quickly you are speaking. You may personally talk at a rate which is slower or faster than those averages listed above. This means it may take a little practice to hit that Goldilocks spot for the "just right" speaking rate proven to deliver the best results from your videos.

Most spreadsheet and writing software suites like Word and Open Office have tools that count the number of words in a piece of text. Play with your script, and work it down to the 120 to 150-word per minute range. A 2-minute video would run around 240 to 300 words, and a 90-second tutorial would have 180 to 225 words on average.

Then pull up the Online-Stopwatch.com website. This is a free browserbased tool that acts as a countdown timer and stopwatch. Read your script and when you're through, hit the stop button. Look at how long it took you to speak your script. Practice until you get the optimum rate of words per minute. This is a simple and free way to tweak and test your script writing skills until you reach the conversational speech range which appeals to most people.

Important Note

If you are including lots of images or video, you may want to include fewer words. Try not to go below 100 or 110 words per minute, as this tends to make your viewers lose interest. Also, remember that there is a warm-up period in the mind of your viewer at the beginning of your video tutorial. This means you may have 3 to 5 seconds of a video or music intro, or simply dead time with text, at the start of your video.

Plan your script length accordingly.

Practice, Practice, Practice

Have you decided to use your voice in your video? Perhaps you have hired a voiceover professional so you can ensure excellent quality audio and an engaging voice. Whoever is going to be reading your script needs to practice with it several times. Don't just assume that a professional you hire is going to be able to "nail" your script the very first time. Pros will tell you they prefer to have several test runs so they can get the subject matter down cold.