Hi again, It’s James Yuille from Mediaglue with another episode of Unlocking Adwords. Today I want to talk about an article that I actually wrote some years ago that I revisited recently. And it was called “Which Guru Do You Follow?”. And this message is particularly addressed to people in Australia because I want to put an Australian slant on something here. For many years. I’m talking not just ten, fifteen, but twenty, thirty, forty years into the past. People in marketing in this country have been highly influenced by people from America. Now, I’m not knocking Americans here, far from it, but what you have to understand about the USA is that their market demographic and their buying patterns are totally different to us in Australia. They have 330 million people currently in the US, we have as of very recently, 25 million in Australia who are concentrated in maybe half a dozen major marketplaces and a couple of smaller ones. And here’s the big challenge, we don’t buy the same way Americans do. So it concerns me when traveling salesmen, the internet gurus and marketing gurus from particularly the US come to Australia and present a packaged solution to people about how they did something. And look, the package and the system probably works and it’s doubtless worked for them. My challenge is twofold with that. The first is that it’s almost invariably tailored for the U.S. marketplace and the second part of that, is that they don’t give you the source code behind the program. So it’s very difficult to interpret that. With AdWords, we have the source code. We can apply that to your business and build a system that will work for you here in Australia. James Yuille, with another episode of Unlocking Adwords.