This is based on experience. Even while knowing better, it is easy to get tired and then get lazy when it comes to Internet Marketing. When you get lazy you start taking short cuts, thinking that you can, because you had great traffic and a really good reputation for a long time. Well I'm here to tell you that you can't take short cuts and it's best not to get lazy. After years of doing extremely well by being very cognizant of providing high value, excellent content in all that I do online, recently I thought I could slide bit.
I started spending less time creating the insight and information that I am known for, and instead writing more about specific affiliate products and posing links to affiliate lead capture pages. I had a lot of time pressure due to obligations in my personal life and thought I could do it the easy way for a bit. The result was that every measurement that I keep track of went down. Site traffic went down. Lead capture page conversions went down. Clicks on links in my articles went down. Overall the experiment was a dismal failure and I learned my lesson.
I am thankful that when I began marketing online a few years ago, I learned the right way to do it. I know what works and what makes sense, and I know how to do it. My past results are a tribute to this. Writing great content about useful topics with a dollop of wit and humor has served me well. So I am going home...back to my roots as a very consciencious attraction marketer who writes about topics that serve the needs of the online network marketing community. In doing so I will regain my traffic, my CTR and my conversions and be back to feeling really proud of the material that I put out on the web.
Learn from my mistakes. Here they are:
1. Posting direct links to affiliate pages
2. Not creating my own page for pre-selling prior to linking
3. Thinking that past results allow you to rest on your laurels
4. Getting lazy and duplicating content
5. Writing more sales posts than value posts
6. Getting lazy on twitter and pre-loading sales tweets
7. Forgetting to write posts and articles around a specific keyword or words
8. Getting side tracked by new projects rather than focusing on what I know works well
9. Not spending enough time on new web page construction, and putting them online anyway
10. Giving great advice to others but then not listening to myself and making the mistakes that I often coach others to avoid.
This list is very different than those I've researched on this same "Top 10 Internet Marketing Mistakes" topic. If you were looking for something different, here are links to some of those other lists.
Top 10 Marketing Mistakes
Top 10 Internet Marketing Mistakes
13 June 2009
Twitter is Changing: How You Can Benefit
You may have noticed that Twitter is changing. I certainly have. Eight months ago when I became really active on Twitter a large portion of the tweets were valuable in terms of content. There were great quotes, business tips, sharing of thoughts and in between, some links for useful systems, trainings and products. The tweeple on Twitter spent the majority of time with a focus on connection, relationship building and communicating worthwhile information. Through this many high quality business relationships were formed. Links to blogs, articles, etc...were often viewed because they were being tweeted by people who we saw and heard from every day...people sharing valuable information in the majority of their tweets.
Fast forward to now. Twitter has been "discovered", in case you hadn't noticed. And with the discovery it is now most common to see tweet after tweet pitching and selling products, services and opportunities. You have to consciously search for a few pages to find a good quote or a great piece of business advice. In addition, the newer people on Twitter seem (in my perspective of following almost 5000 people) to have missed learning about Twitter Manners.
Good Twitter Manners include: thanking every single person who retweets one of your tweets; Writing DM's to new followers that DO NOT include a link to you lead capture page; Making sure that the majority of your tweets are NOT sales pitches but instead offer useful thoughts and ideas in 140 characters. This is just a started list, but you get the point. Be polite. Act as if Twitter were a room full of people who you were just getting to know, some of whom might become good friends or business partners over time.
So how can you benefit from the changes in Twitter. You now have even more of an opportunity to stand out from the crowd. If 90% of the tweeple are pitching and linking with every tweet, be part of the 10% that is sharing great ideas with high enthusiasm. Be the person on Twitter who is dynamic, personable and caring by writing tweets that communicatethis and that people find not only interesting but compelling to read. When you include links in your tweets, link to an awesome article or a blog post that will improve someone's knowledge in an area that you are involved. Also, be not only a conversation starter, but a conversation continuer. Look at who is tweeting when you arrive on Twitter and see if you can't add benefit to the conversation. Offer answers to questions or links to a solution you've read about. Share your own experiences if you think it will help someone else. When you get involved in a Twitter conversation, keep it going. Switch to DM's to exchange emails and make a stronger connection. Set up a phone call if it appears you've met a kindred spirit.
Can you do this and still use Twitter to send people to your affiliate product page, or your sales or capture page? The answer is yes, as long as those tweets are only 30% or less of what you tweet about. The beauty of this is that people are more likely to read those kinds of tweets from you, if they have gotten in the habit of reading your tweets whenever they seem them, because your tweets are always witty, thought provoking and informative.
This is how Twitter has helped create a large amount of business for many people over the time it has been in existence. It is not about pitching and selling. Nor is it about how many followers you can collect in a given time period. It is about quality and true connection. By being a good Tweeple you will find that Twitter will be a wonderful tool, connnecting you to leaders, friends, partners and business associates all over the world
Fast forward to now. Twitter has been "discovered", in case you hadn't noticed. And with the discovery it is now most common to see tweet after tweet pitching and selling products, services and opportunities. You have to consciously search for a few pages to find a good quote or a great piece of business advice. In addition, the newer people on Twitter seem (in my perspective of following almost 5000 people) to have missed learning about Twitter Manners.
Good Twitter Manners include: thanking every single person who retweets one of your tweets; Writing DM's to new followers that DO NOT include a link to you lead capture page; Making sure that the majority of your tweets are NOT sales pitches but instead offer useful thoughts and ideas in 140 characters. This is just a started list, but you get the point. Be polite. Act as if Twitter were a room full of people who you were just getting to know, some of whom might become good friends or business partners over time.
So how can you benefit from the changes in Twitter. You now have even more of an opportunity to stand out from the crowd. If 90% of the tweeple are pitching and linking with every tweet, be part of the 10% that is sharing great ideas with high enthusiasm. Be the person on Twitter who is dynamic, personable and caring by writing tweets that communicatethis and that people find not only interesting but compelling to read. When you include links in your tweets, link to an awesome article or a blog post that will improve someone's knowledge in an area that you are involved. Also, be not only a conversation starter, but a conversation continuer. Look at who is tweeting when you arrive on Twitter and see if you can't add benefit to the conversation. Offer answers to questions or links to a solution you've read about. Share your own experiences if you think it will help someone else. When you get involved in a Twitter conversation, keep it going. Switch to DM's to exchange emails and make a stronger connection. Set up a phone call if it appears you've met a kindred spirit.
Can you do this and still use Twitter to send people to your affiliate product page, or your sales or capture page? The answer is yes, as long as those tweets are only 30% or less of what you tweet about. The beauty of this is that people are more likely to read those kinds of tweets from you, if they have gotten in the habit of reading your tweets whenever they seem them, because your tweets are always witty, thought provoking and informative.
This is how Twitter has helped create a large amount of business for many people over the time it has been in existence. It is not about pitching and selling. Nor is it about how many followers you can collect in a given time period. It is about quality and true connection. By being a good Tweeple you will find that Twitter will be a wonderful tool, connnecting you to leaders, friends, partners and business associates all over the world
04 June 2009
MLM Training For Free
It's surprising how much information and training you can access for free and how valuable some of it is. Many people don't realize that you can watch a free online DVD and start putting into action all that you learn.
In a Free 40 minute online DVD, Mike Dillard is giving away the information that he has used to build a $7 MILLION Dollar a year business from home. In this DVD he shares how he generates 600 leads per day at no cost, and how he sponsors dozens of people into his network marketing organization every month using technology and his magnetic sponsoring system. There is no reason why you can't start using all of this free information right away.
In fact, this is the Traffic Formula that has created six figure incomes for many network marketers. Mike has created Traffic Formula 2.0 and is offering it for purchase if you'd like. But even if you buy nothing, you will walk away from this Free DVD with a wealth of knowledge that you can start applying to your network marketing business today.
Before you visit the page to access your FREE DVD, clear you cookies.
http://www.wikihow.com/Clear-Your-Browser's-Cookies
Why? Because if you decide to ultimately purchase Mike's Traffic Formula 2.0, I will give you a bonus of One Free Coaching Hour. My coaching/consultation time can cost $120 per hour. It will be yours for FREE. So clear your cookies (use the link to learn how), and then visit the page below to watch Mike Dillard's FREE DVD.
There's no reason to miss out on this FREE DVD. I am strong believer in accessing any free trainings that you can and then only purchasing those items that make the most sense.
In a Free 40 minute online DVD, Mike Dillard is giving away the information that he has used to build a $7 MILLION Dollar a year business from home. In this DVD he shares how he generates 600 leads per day at no cost, and how he sponsors dozens of people into his network marketing organization every month using technology and his magnetic sponsoring system. There is no reason why you can't start using all of this free information right away.
In fact, this is the Traffic Formula that has created six figure incomes for many network marketers. Mike has created Traffic Formula 2.0 and is offering it for purchase if you'd like. But even if you buy nothing, you will walk away from this Free DVD with a wealth of knowledge that you can start applying to your network marketing business today.
Before you visit the page to access your FREE DVD, clear you cookies.
http://www.wikihow.com/Clear-Your-Browser's-Cookies
Why? Because if you decide to ultimately purchase Mike's Traffic Formula 2.0, I will give you a bonus of One Free Coaching Hour. My coaching/consultation time can cost $120 per hour. It will be yours for FREE. So clear your cookies (use the link to learn how), and then visit the page below to watch Mike Dillard's FREE DVD.
There's no reason to miss out on this FREE DVD. I am strong believer in accessing any free trainings that you can and then only purchasing those items that make the most sense.
Mike Dillard's Free DVD Can Be Found Here
Peace and Abundance,
Deborah
PS. Remember...A private coaching hour if you decide to purchase Mike's Traffic Formula in time. I will also include a FREE 30 minute Audio Ebook Entitled:
Deborah
PS. Remember...A private coaching hour if you decide to purchase Mike's Traffic Formula in time. I will also include a FREE 30 minute Audio Ebook Entitled:
Home Business Options, Using the Internet to
Create Income Online From Anywhere
Create Income Online From Anywhere
03 June 2009
MLM Traffic Formula 2.0 -- Is it Worth It?
Mike Dillard's traffic formula becomes available today. For those who have accessed the information through my affiliate link, I am offering a special bonus of a free coaching hour to anyone who purchases the training before Dillard closes the intro sales in 7 days at the lower price. (He will then reopen the program and bring it back at almost $1000, more than 3 times what he charging right now). Something I really value about all of Mike Dillard's materials is that they offer a wonderful money back guarantee and they make good on it with no questions asked. That makes buying and trying his courses totally risk free.
So is it worth it? I say definitely yes. You may learn something. You may learn a lot!! You can get a full refund up to 60 days if you think you've learned nothing, or for any other reason for that matter. Dillard's knowledge and expertise in the online network marketing business cannot be beat. He has experts from all over the industry working with him in the Traffic Formula series. You really have nothing to lose except some time spent opening your mind and learning. So yes, MLM Traffic Formula 2.0 is absolutely worth it. And with the free hour of coaching/consultation that I am offering, you come out way ahead!!
MLM Traffic Formula 2.0
Feel free to Google me and see my experience and knowledge in the industry. My normal coaching charge can be up to $120 per hour. I so strongly believe that this system will help online network marketers achieve the results that they are looking for, that I want to sweeten the pot with an hour of my time. Feel free to contact me with any questions.
Here is the link to a 40 minute video, detailing what will be contained in Traffic Formula 2.0.
MLM Traffic Formula 2.0
Peace and Abundance,
Deborah Tutnauer, LCSW
So is it worth it? I say definitely yes. You may learn something. You may learn a lot!! You can get a full refund up to 60 days if you think you've learned nothing, or for any other reason for that matter. Dillard's knowledge and expertise in the online network marketing business cannot be beat. He has experts from all over the industry working with him in the Traffic Formula series. You really have nothing to lose except some time spent opening your mind and learning. So yes, MLM Traffic Formula 2.0 is absolutely worth it. And with the free hour of coaching/consultation that I am offering, you come out way ahead!!
MLM Traffic Formula 2.0
Feel free to Google me and see my experience and knowledge in the industry. My normal coaching charge can be up to $120 per hour. I so strongly believe that this system will help online network marketers achieve the results that they are looking for, that I want to sweeten the pot with an hour of my time. Feel free to contact me with any questions.
Here is the link to a 40 minute video, detailing what will be contained in Traffic Formula 2.0.
MLM Traffic Formula 2.0
Peace and Abundance,
Deborah Tutnauer, LCSW
01 June 2009
90 Days to Success - Internet Business Training
As you read in the last post, I am embarking on a more orderly and structured method to my madness. A plan is in place to make the most of my time, thus becoming more efficient and effective in all that I do. Already I have encountered the demons of an internet business. Everything that you do online (especially when a lot of time is spent using social media) exposes you to other things to do online. Thus there are constant distractions. I'm not talking about silly things like playing solitaire or chess against against the computer. I'm talking about real ideas, articles, thoughts, blog posts, twitter replies, blog comments that are interesting and yet take your focus away from your goals for the day.
Thus I have decided to build into my daily list, time for the distractions. If they are to be expected and even enjoyed and benefited from, then there needs to be a time dedicated to them. Today my plan is to finalize three articles for the Renegade Super Guides and revamp my Perfect MLM web page in anticipation of our Private Invitational Launch on June 15th.
I have done the articles and can clearly check them off the list. But I have yet to even look at the web page because of a very exiting and interesting distraction. There it is. Thank goodness my list has an item called "relevant distractions". This one is a new Internet Business Training tool from the illustrious Mike Dillard. I receive a lot of information from Dillard and tend to read most of it (I read very little of the majority of newsletters that flow through my inbox). Two years ago, Dillard's ground breaking book "Magnetic Sponsoring" totally changed the way I approach my network marketing business. I credit him for opening my mind to the new way of network marketing, using the internet business model that he is most famous for---Attraction Marketing.
Dillard has a new video and a new product out. It is the first in awhile and well worth my attention. In 2006 when Mike Dillard developed the MLM Traffic Formula, it was a pinnacle moment in the network marketing industry. That training series alone change the lives of thousands. He now has come out with the Traffic Formula 2.0, which takes all the great information from the original and combines it with the cutting edge internet business techniques that have developed over the past few years. Looking at what he's put together seemed like a "relevant distraction" to me and thus here I am...reading about it/ listening to the intro free video and sharing a bit about it with you as well.
Am I off track in my day? No. After this blog post is completed and posted I will move on to my next task for today which is revamping a web page. Have a wasted time looking at Dillard's new product? No. It is relevant to all that I do in my own business as well as the coaching that I provide for others. Relevant Distractions are OK, as long as they don't prevent you from accomplishing the other more defined tasks on your list. Ciao!
Thus I have decided to build into my daily list, time for the distractions. If they are to be expected and even enjoyed and benefited from, then there needs to be a time dedicated to them. Today my plan is to finalize three articles for the Renegade Super Guides and revamp my Perfect MLM web page in anticipation of our Private Invitational Launch on June 15th.
I have done the articles and can clearly check them off the list. But I have yet to even look at the web page because of a very exiting and interesting distraction. There it is. Thank goodness my list has an item called "relevant distractions". This one is a new Internet Business Training tool from the illustrious Mike Dillard. I receive a lot of information from Dillard and tend to read most of it (I read very little of the majority of newsletters that flow through my inbox). Two years ago, Dillard's ground breaking book "Magnetic Sponsoring" totally changed the way I approach my network marketing business. I credit him for opening my mind to the new way of network marketing, using the internet business model that he is most famous for---Attraction Marketing.
Dillard has a new video and a new product out. It is the first in awhile and well worth my attention. In 2006 when Mike Dillard developed the MLM Traffic Formula, it was a pinnacle moment in the network marketing industry. That training series alone change the lives of thousands. He now has come out with the Traffic Formula 2.0, which takes all the great information from the original and combines it with the cutting edge internet business techniques that have developed over the past few years. Looking at what he's put together seemed like a "relevant distraction" to me and thus here I am...reading about it/ listening to the intro free video and sharing a bit about it with you as well.
Am I off track in my day? No. After this blog post is completed and posted I will move on to my next task for today which is revamping a web page. Have a wasted time looking at Dillard's new product? No. It is relevant to all that I do in my own business as well as the coaching that I provide for others. Relevant Distractions are OK, as long as they don't prevent you from accomplishing the other more defined tasks on your list. Ciao!
30 May 2009
90 Days to Success
A good friend and business associate of mine recently wrote an article about goal setting and moving towards the green grass on the other side of the proverbial septic. I was inspired by the steps he outlined and decided to try it...especially since it's much more organized and very different than how I've been going about my business for the past two years. Even though I've been doing quite well, the more involved and complex my businesses become the more I've been feeling like I need more organization and a more structured plan. Here is my 90 day plan.
Five top goals for the next 90 days
1. Increase my visibility and productivity with Renegade Super Guides, through high value content in written and video form, as well as involvement with the Super Guides processes.
2. Sponsor 21 strong business builders for my new network marketing company that launches in mid-July. As a front line leader in the company I want to have this "mastermind" team of 21, prepared and ready to blast off on the day the company opens. This group will be the first group of distributors in the entire company.
3. Continue communicating the power of the Duplication 123 tool as a effective and efficient team building and duplication system for any network marketing business. Also utilize the D123 Simply Webinar platform to show people in all types of business, the usefulness of an easy-to-use and inexpensive webinar system for all kinds of teaching/sharing scenerios.
4. Develop at least 50 high quality incoming links to my existing content pages, from related articles and blog posts with high Google page ranks.
5. Go back through every website/blog/capture page/hub page, etc... that I own to update and re-optimize.
Wow!! That is quite a list. I have to share with you that I thought it would be easy to create and yet it turned out to be very challenging. I have 4 different yet interrelated income streams that each grow through a larger number of methods and avenues. Boiling that all down to just 5 goals was really hard. Yet I think it was an excellent exercise and in the process will allow me to become more efficient rather than somewhat scattered. There are many things that I do that are not included in this list of 5. I've decided that the items not listed will be put on another list that I will then refer to when each day's movement towards the top 5 goals has been completed.
Given my background in the social sciences, I know that goal setting is just the beginning. Developing the short term objectives and methods that lead to the goal is crucial. In my friend Eric's article, he recommends next developing a "to do" list of 3 main items to accomplish each day. My next step will be to set this up using a type of flow chart, breaking each major goal into smaller objectives and then breaking the objectives down into even smaller steps.
Those steps then become the actual answers to the question "what do I work on today?" Let me show you an example.
I will take goal number 5--
1. List every item that I have on the internet. ( this may require "googling" myself to find things I've forgotten about).
2. Read through each item, and update links and content.
3. Use my SEO skills to add good keywords and linked-anchor text to older items that are lacking these.
4. Delete those pages that are no longer relevant to my overall business process
From this list I can then make a specific plan such as:
Monday, June 1st I will spend 2 hours locating and listing all of my online content.
Tuesday, June 2nd, I will continue this process until completed.
Since I have a few different areas that I am focusing on in my 5 main 90 day goals, I can switch things around throughout the week, so that each goal gets addressed a little. On the other hand, some of the goals might warrant being worked on first, with others being put aside until a few weeks from now.
This outline of a "90 Days to Success" system is one that you can use and then tailor to your own needs. Please feel free to contact me with any questions, either through the contact link in the sidebar or through my Success Coaching Information Page.
Five top goals for the next 90 days
1. Increase my visibility and productivity with Renegade Super Guides, through high value content in written and video form, as well as involvement with the Super Guides processes.
2. Sponsor 21 strong business builders for my new network marketing company that launches in mid-July. As a front line leader in the company I want to have this "mastermind" team of 21, prepared and ready to blast off on the day the company opens. This group will be the first group of distributors in the entire company.
3. Continue communicating the power of the Duplication 123 tool as a effective and efficient team building and duplication system for any network marketing business. Also utilize the D123 Simply Webinar platform to show people in all types of business, the usefulness of an easy-to-use and inexpensive webinar system for all kinds of teaching/sharing scenerios.
4. Develop at least 50 high quality incoming links to my existing content pages, from related articles and blog posts with high Google page ranks.
5. Go back through every website/blog/capture page/hub page, etc... that I own to update and re-optimize.
Wow!! That is quite a list. I have to share with you that I thought it would be easy to create and yet it turned out to be very challenging. I have 4 different yet interrelated income streams that each grow through a larger number of methods and avenues. Boiling that all down to just 5 goals was really hard. Yet I think it was an excellent exercise and in the process will allow me to become more efficient rather than somewhat scattered. There are many things that I do that are not included in this list of 5. I've decided that the items not listed will be put on another list that I will then refer to when each day's movement towards the top 5 goals has been completed.
Given my background in the social sciences, I know that goal setting is just the beginning. Developing the short term objectives and methods that lead to the goal is crucial. In my friend Eric's article, he recommends next developing a "to do" list of 3 main items to accomplish each day. My next step will be to set this up using a type of flow chart, breaking each major goal into smaller objectives and then breaking the objectives down into even smaller steps.
Those steps then become the actual answers to the question "what do I work on today?" Let me show you an example.
I will take goal number 5--
Go back through every website/blog/capture page/hub page, etc...
that I own to update and re-optimize.
Objectives/Methods:that I own to update and re-optimize.
1. List every item that I have on the internet. ( this may require "googling" myself to find things I've forgotten about).
2. Read through each item, and update links and content.
3. Use my SEO skills to add good keywords and linked-anchor text to older items that are lacking these.
4. Delete those pages that are no longer relevant to my overall business process
From this list I can then make a specific plan such as:
Monday, June 1st I will spend 2 hours locating and listing all of my online content.
Tuesday, June 2nd, I will continue this process until completed.
Since I have a few different areas that I am focusing on in my 5 main 90 day goals, I can switch things around throughout the week, so that each goal gets addressed a little. On the other hand, some of the goals might warrant being worked on first, with others being put aside until a few weeks from now.
This outline of a "90 Days to Success" system is one that you can use and then tailor to your own needs. Please feel free to contact me with any questions, either through the contact link in the sidebar or through my Success Coaching Information Page.
21 May 2009
Why a Having a Mentor is Important in Network Marketing
I struggled in network marketing like many people prior to meeting my current mentor. I was lucky to develop a relationship is a man who had been successful in this industry for 42 years. Not a bad person to learn from. Meeting him totally changed the course of my network marketing career in ways unimagined just a few years ago. Granted, he does not use social media and the internet in the manner that I have come to value and appreciate. But in that, I now have things to teach him as well...in many ways an ideal relationship.
Having a mentor is like having a guide through a series of map-less caverns. You could spend a lot of time exploring the maze of caverns, learning as you go and ultimately finding the correct passages and directions. With the proper guide, you could experience all the beauty and intricacies of the underground labrynth while also maximizing your pleasure and arriving more easily at the destination you desire.
Network marketing, especially using the online world of social media and internet marketing, can quickly become very overwhelming and confusing. Many programs offer you a map or at least a guideline of sorts. But still, when people eventually contact me for help they are often quite taxed and on the verge of giving up. Having a mentor helps you avoid this situation. A good mentor will take you through the steps that have enabled them to become successful and will also take the time to listen to where you want to go and what methods you feel most comfortable using in your journey.
There are many ways to find a mentor. My recommendation is to read what people write online and get in contact with those who you resonate with. You can find individuals who coach and mentor people in small groups or personally. There are also mentoring programs run by some of the more well-known "gurus" in the industry. These are usually quite expensive, but could be well worth it depending on who provides the education, the time frame and what you get for your money. Once I answered an ad for mentoring by Robert Allen. After a very long "interview" by an associate, I was then told to pay $10,000 or I would never have the success I was looking for. Please do not fall for something like that. There are good programs for a tenth of that, run by more scrupulous people with fair ethics and excellent information to share.
Having a mentor is like having a guide through a series of map-less caverns. You could spend a lot of time exploring the maze of caverns, learning as you go and ultimately finding the correct passages and directions. With the proper guide, you could experience all the beauty and intricacies of the underground labrynth while also maximizing your pleasure and arriving more easily at the destination you desire.
Network marketing, especially using the online world of social media and internet marketing, can quickly become very overwhelming and confusing. Many programs offer you a map or at least a guideline of sorts. But still, when people eventually contact me for help they are often quite taxed and on the verge of giving up. Having a mentor helps you avoid this situation. A good mentor will take you through the steps that have enabled them to become successful and will also take the time to listen to where you want to go and what methods you feel most comfortable using in your journey.
There are many ways to find a mentor. My recommendation is to read what people write online and get in contact with those who you resonate with. You can find individuals who coach and mentor people in small groups or personally. There are also mentoring programs run by some of the more well-known "gurus" in the industry. These are usually quite expensive, but could be well worth it depending on who provides the education, the time frame and what you get for your money. Once I answered an ad for mentoring by Robert Allen. After a very long "interview" by an associate, I was then told to pay $10,000 or I would never have the success I was looking for. Please do not fall for something like that. There are good programs for a tenth of that, run by more scrupulous people with fair ethics and excellent information to share.
Subscribe to:
Posts (Atom)