Marketplace Challenges for Interior Designers – Have Yours Changed?

From finding installers and other tradespeople to ongoing lead time issues and rising costs, the various marketplace challenges for interior designers are being impacted by geography, local competition, the general economy, and consumer skepticism. (Run-on sentence, much?)

According to a piece at DesignersToday.com, the biggest issue facing interior designers right now also include managing expectations, finding talent, the “speed” of business in the luxury furnishings industry, and dealing with unrealistic client budgets.

We guess it goes without saying that, when one asks designers for the “biggest issue” they are facing at the moment (that is issue, singular), they offer not one but many (14, 15, or 16 depending on how you count them)! (Hey, that’s almost like the way we’ve written not one, not two, but three run-on sentences in a row. How designer-like are we?!?)

For example:

“Overall, I think it’s managing expectations – internal and external.  If I could highlight some of the top ones we see on our end, I’d say: Talent (it’s still a challenge to find the right talent when hiring); Industry speed of business (I find the industry still moves quite glacially, as a whole); and budgets, a perennial favorite that never really goes away. Clients’ expectations of how much things should cost versus how much they really do cost. And in general, the rising costs of it all.” ~ Alex Alonso, Mr. Alex Tate Design, Miami, FL

Furnishing Supply Chain Issues Persist

As for consumer skepticism, Claudia Leah of Claudia Leah Design in Naples, FL shares her thoughts:

“We are in this weird spot where on the one hand, we are still experiencing supply chain issues for certain quality items, components, and trades, literally designing around availability. Yet we are also facing the threat of discounted overstocks on the retail side where mass-produced container items are being shoved into our clients’ inboxes, making them question if we as designers are telling them the truth about those long lead times.” (emphases added)

Brittany Farinas at House of One in Miami agrees:

“One of the biggest issues facing designers today is the lead time on materials. We are still working through this [despite being] post-pandemic.”

Finally, the exponential growth of online shopping for anything and everything for the home – including luxury furnishings, designer wallcoverings, and hand-woven rugs (among so many other high-end items) has led to pricing pressure on designers and furnishing dealers alike.

If you find yourself losing sleep because of the regularly shifting marketplace challenges for interior designers, Ted is available for business coaching and consulting to the trade. Simply… Get in touch with TD Fall today.

What Does Success Look Like… To You?

Pretty much everyone wants to be successful, right? Few people say that, as a child, they wanted to grow up to be a failure but, success has no universal meaning. That is why the most popular question among consultants, mentors, and coaches is usually: What does success look like?

You probably noticed the part that’s missing there: To you.

For us, that’s the most important part of the question because each of us has our own definition of success. “A state of prosperity or fame”, which is found in a dictionary, seems far too narrow and narcissistic. “An event that accomplishes its intended purpose” is too shallow. “An attainment that is successful” too circular (success is about being successful).

Plus, in the face of our new changing world, each of us will surely answer that question differently than we would have just a year or two ago.

So, perhaps we should ask instead: What does success look like – to you – among shifting today’s paradigms?

Set a Flexible Business Vision

While it may be true that life seems like it hasn’t changed much for those of us who work in the virtual world, many feel isolated, and others are living in fear. Moving forward, there may be some serious residual anger from folks who lost income or loved ones. Even relationships are being stretched to their limit in some cases, with differing views on causes and potential solutions causing conflict.

With these things in mind, preparing your business for our current business environment should be high on your list of To-Do Items now. In other words, whatever you're doing now to keep your business viable, be conscious of the fact that your short-term choices may have long-term consequences. So, be prepared, and be flexible.

Without sounding too negative, there could be some significant changes in how you're able to do business. Granted, for first-world economies like ours, a dystopian future is unlikely. Yet, you should probably take into account the range and severity of the challenges others are facing.

Whatever your niche, your vision for the future of your business should include the evolving needs of potential clients, such as:

• Safety – Set conditions that ensure the safe operation of your business.

• Authenticity – Be sincere in all you do, and respect others’ need to express their needs, fears, and frustrations.

• Stability – Be the rock they can rely on, the stable foundation from which to move forward.

• Reliability – Bring back as many familiar faces as possible and commit to being there for your clients.

• Meaning – Significant changes require a significant response. Be true to your vision of the future and share it freely.

It should also be mentioned that, if you work with a team, they too will seek these qualities (and more) from their leader. (Maybe our recent blog post on goal setting for your business will be helpful.)

It’s becoming a bit of a cliché in the world of sports, but it is no less true that, for a leader, the greatest ability is availability. Be available. Be visible. Be relatable.

Are you struggling to decide what success looks like for your business? Maybe we can help. Simply… Get in touch with TD Fall today.

Professional Copywriting – Outsource it and Save Mental Energy

Specialists dominate our economy, whether online or in the “real world”. There’s a reason for this and it’s pretty simple: we recognize that no one can be an expert at everything. For example, baseball pitchers can’t hit; quarterbacks can’t catch; public speaking coaches aren’t dieticians. And, more important for us today – none of them are or excel at professional copywriting.

Now, when it comes to types of copywriting, there are several areas where professionals will specialize. Some copywriters focus on website copy. Others spend their time creating landing pages and sales pages (and some of those go further, specializing in products over services, and vice versa). Some writers are great at creating emails and newsletters for you and some are great at writing blog posts for you.

Finally, there are the ghostwriters. These are specialists who can write “in your voice” and can speak to your audience in ways you simply can’t. They are excellent collaborators who can literally write a book for you. They can also generate high-value opt-in content on a variety of subjects you can give away to build your email subscriber list.

Stop Wasting Mental Energy on Onerous Tasks

Did you know there is an increased cost to doing tasks that you struggle with, or simply hate to do? Besides the time wasted and the focus diverted from areas where you excel, there is a huge price to pay in mental energy!

Entrepreneurs and small business owners are often proud of their ability to multi-task, taking on any challenge that affects their business at any time and dealing with it effectively. But there’s a real cost to working this way, in both emotional and mental energy that is physically draining.

Why? Because, as explained in an article at PsychologyToday.com, “Apparently, the human brain is not designed to be able to do two or more things at once.” This is especially true if the tasks are difficult or dreaded.

Further, “Multitasking involves two distinct stages: one is goal shifting and the other is rule activation. Goal shifting consists of deciding to focus on another task than the one you are currently [working] on. Rule activation consists of turning off the ‘rules’ for one task and turning on the ‘rules’ for another.”

What does all of this have to do with outsourcing copywriting for your business?

If you find writing particularly difficult and taxing, you're wasting mental energy that could better be used to – oh, maybe get more clients – or devote more time and energy to the ones you have.

Why Outsourcing Copywriting Makes Sense

Spending so much time and energy on a task that you find especially burdensome doesn't make sense. We’ve supported some great clients who simply stretch themselves too thin and wind up exhausted, physically, mentally, and emotionally. Too many of them get that way because they hate writing copy, emails, and lead magnets instead of focusing on acquiring and servicing clients.

It makes sense to stop wasting your valuable time and outsource that work to others who can do it faster and more effectively. And we can help!

Do you still have questions? We can help with that too. As a business consultant to the trade, Ted is familiar with and can introduce you to a professional copywriter or two who can help. Simply… Contact TD Fall today.

Getting to Know Your Target Audience – Online Client Acquisition Pt2

The concepts we shared about online client acquisition in a previous post are important steps in a successful marketing strategy. What we’re talking about today though is even more important – gathering product development information directly from the folks you hope will buy it from you.

Once you have the demographics of your target audience in place, thanks to your online surveys, it’s time to get serious about focusing your services on the client profile you’ve developed.

Target Audience Surveys

Here, we employ the advice of some real audience survey experts, the folks at SurveyMonkey.com. In an article titled, The best questions to ask for developing any product, they share ideas for, well... The best questions you can ask for developing any product – or service:

• How do my target consumers currently use my product?

If you don’t already have a product, answering this question may involve discovering what problems consumers have with what they’ve found on the market. Knowing these points of value can help you focus your business on the qualities that are most important. If your business wants to add complicated features or services, yet your customers prefer a simplified experience, that’s valuable time and money lost.

(In other words, learn to accept a “Yes, we like it” statement and stop pushing for more.)

• What do my customers dislike about my product/services?

While it’s useful to find out what your customers enjoy about your products or services, some of the most important information you can gather is what customers dislike. Sometimes the best questions to ask for developing products or services are the easiest to answer, too, as many customers aren’t shy about voicing their concerns.

(It may be hard to do but you often have to set your ego aside and take the feedback in the spirit intended, even when it’s negative.)

• What ideas do customers have for improvement?

Ordinary customers have plenty of great ideas to improve what you offer since they’re the ones using it the most. Surveying customers regarding improvements will not only provide valuable insight but also helps them feel engaged and more invested in you and your offerings.

(Offering them the opportunity to help you improve your product/services shows you are genuinely interested in their opinions, which can gain you huge loyalty points with them.)

• What problems can I solve that my competition cannot?

This question is your classic competitive advantage. It’s the secret sauce in your product recipe. In our scheduling software example [from the article], the software may be faster and easier to use than a paper schedule, as well as cheaper than hiring a secretary or assistant. A paper schedule can be fragile and requires continual hand-entry, and an assistant can be expensive.

(No product is perfect, especially when offered through an impersonal medium like the internet. Use this client input to refine your offerings and try to make them “more perfect” than your competition.)

And then there's this one, based on our experience...

• How can I do it better than my competitors?

This may be the most important question in your target audience surveys because the answer takes you directly to the heart of the matter. That is – exactly why your target customer is looking for an alternative to your competition. Is it their presentation style? Is there a personality conflict between the provider and the customer? Has a once-ripe offering aged beyond its “Best if used by” date?

(There could be any number of reasons a consumer has lost interest in a once-favored product or service. However, you simply cannot presume to know why that has happened. Instead, you need to know exactly what the issue is and find ways to make your offering better.)

The Hard Truth We All Must Accept

We mentioned this earlier but think it bears repeating. It’s a hard truth that ego is often the downfall of even the most sincerely committed, otherwise empathetic entrepreneur. After all, if you’ve devoted the time and invested cash to get training in your niche, you are entitled to some pride in your expertise. We get that, of course.

But, if you're struggling to sign up clients; if you're finding it hard to justify investing time, money, and energy in your business; if you're losing sleep trying to figure out what went wrong, it may be time to realize you don’t have all the answers. But, you can get them, through surveys of your target audience.

We sincerely hope the steps we’ve shared today will work for you to improve your online client acquisition efforts. If you need help, Ted remains available for business consulting to the trade. Simply… Contact TD Fall today.

Making the Sale in Shifting Markets

Perhaps the ultimate challenge for making the sale in 2023 will be successfully responding to volatile markets. What do we mean by this? Well, for many individuals and families, our world has changed dramatically; it’s less stable and more unpredictable than we might have imagined.

Over the past couple of years, consumers have responded to this lack of stability by also becoming less predictable. At once they can be impulsive and deliberate; prudent and reckless; extravagant and cheap; nostalgic and pragmatic; cynical and trusting; logical and emotional.

Such inconsistencies in attitudes and perceptions have made the buying process, whether for products or services, very different from what it was just a few years ago. These conflicting mindsets have turned the design and furnishing markets into virtual quicksand and made the selling process more confusing and complicated.

Taking as a given that emotional appeals are often the key to making the sale (as most marketing experts agree), we can’t help but ask: How is that possible when today’s consumer of luxury furnishings seems to be riding an emotional roller coaster?

Successful Selling Requires Creativity

Solving problems for your clients has always been the foundation of successful selling. Yet, hitting a moving target (as in your target audience) requires creative problem-solving, with ingenious strategies for resolving your client’s and prospect’s pain points. But those keep changing too!

Ultimately, you must be the rational influence in your client’s lives, divining their needs and offering the types of creative solutions for which you’ve been trained. Doing this will require almost infinite patience and a very personal experience that will make their lives better on both a practical and emotional level.

It has never been more true that there is no one-size-fits-all (or even most) approach to making the sale in today’s shifting markets. “If you want to stand out in the market, you must personalize customer and prospect interactions … According to research by Instapage, more than 60% of consumers are annoyed by generic advertising messages, and 80% prefer doing business with companies that provide a personalized experience.” (Business.com)

In short, your sales pitch must be solution-focused, value-driven, and creatively tailored to the needs of each client.

If that isn’t enough to make you view the new year with a jaundiced eye, stay tuned to this blog for more from the experts that will ensure making the sale will be even more challenging in 2023. Fear not, however, for our guide and mentor, Ted Fall, remains available for business consulting to the trade. Feel free to… Get in touch with TD Fall today.

Know Your Target Audience – What to do, what to do? (Pt 3)

In today’s post, we continue, and bring to an end, our series on how important it is to know your target audience, with Part 1 here and Part 2 here. Based on the past few years’ experience, it's clear that consumer attitudes and preferences are shifting and realigning quickly.

As you work to develop and market your brand online in the new year, it may be time to pivot toward alternative tools and marketing channels. Here, rather than using the article we linked to before, we are offering data points and expected marketing tactics taken directly from HubSpot Blog's 2023 Marketing Strategy & Trends Report.

What Changed in Marketing During 2022

• More marketers have made pivots part of their plan.

• Data-informed marketing strategies have become vital.

• More brands aim to create content that reflects their values.

• Marketers increasingly use CRMs to track and organize data.

• Focusing on customer experiences bridges the gap between service and marketing.

• Social media DM strategies are growing in popularity.

• Building online communities around your brand is becoming critical to engagement.

It’s clear that there have been significant changes in marketing strategies by major marketing influencers as a response to the shifts in attitudes and preferences by consumers.

The Top Marketing Trends of 2023

The top trends marketers are currently leveraging are short-form video, mobile-friendly web design, creating content that reflects their brand’s values and using social media DMs for customer service. Not far behind are SEO, mobile messaging, influencer marketing, and selling products directly in social apps.

From the report:

• Short-form video will see the most growth in 2023.

• Influencer marketing will continue to grow its high ROI.

• Branded social media DM tactics are growing.

• Website SEO continues to shine.

• Marketers will continue to humanize their brands.

• Marketers will benefit from data in 2023.

• These data points illustrate the tactical shifts we can expect to see from marketers in 2023.

The Top 3 Marketing Channels of 2023

Finally, the report shares the most important marketing channels we will see being used this year, with social media marketing clearly dominating all marketing trends.

Marketers leverage an average of four different marketing channels in their role. Social media is used by over 42% of marketers, making it the #1 channel marketers are currently leveraging. It also has the highest ROI of any channel and will grow significantly in 2023. Additionally, one in four marketers say they use social media shopping tools.

The Top Social Media Marketing Channels for 2023

1. Instagram

2. YouTube

3. Twitter

4. TikTok

5. LinkedIn

Further, one in three marketers will be leveraging their own blog or website, as well as SEO, to land on SERPs. Meanwhile, 32% use email marketing.

Blogs, social media shopping tools, and influencer marketing are neck and neck for the highest ROI of any marketing channel.

Getting to know your target audience remains just half the battle. Reaching where they live, surf (and troll?) is paramount to building your brand and converting them.

If you suspect you need help with these strategies and tactics for 2023, Ted remains available for business consulting to the trade. Feel free to… Get in touch with TD Fall today.

Know Your Target Audience – Where Too Many Marketers Fail (Pt 1)

Are you among the few online marketers who know your target audience well? We ask this question only after reading a recent article from the SEO and Marketing Mavens at HubSpot that claims you probably don’t!

It should go without saying, yet must be repeated often, that developing an ideal client profile of the types of people you most want to work with is critical to your success when marketing your business online. Yet, a staggering percentage of businesses lack even the most basic information on their target audience. Without this and other important data, developing such a profile for targeting your online content becomes difficult, if not impossible.

To quote the opening of the article, “In our annual survey of over 1,200 marketers, we found that just 42% know the basic demographic information of their target audience, like their name, gender, and location.”

What Does the HubSpot Marketing Study Tell Us?

Unfortunately, the numbers from this year’s HubSpot study are not in your favor. Although all is not lost if you heed their warning and respond positively.

For example:

• “A whopping 82% of marketers say having high-quality data on their target audience is important to succeeding in their role – but more than half of them say they're missing key information.

• Fewer] than half of the marketers surveyed know their audience’s interests and hobbies, shopping habits, the products they are interested in buying, their purchase history, and where they consume content.

• Only 31% know the online communities their target audience is a part of and even [fewer] know the challenges they are facing.

• Just one-fourth of marketers know the social causes their target audience cares about - a huge, missed opportunity when it comes to expressing your brand’s values, especially when marketing to Gen Z and Millennials.”

As you can see from the image below, in addition to lacking basic data, just 29% of the marketers surveyed claim to know their potential client’s pain points! Further, just 41%, know where to reach them online!

Data Can Inform but Rarely Offers Solutions

These are dismal numbers. In fact, they are so bad, we can’t help but wonder how it is that any of these marketers reach their target audience at all.

So, now that we’ve depressed you with these data, and made you wonder if your marketing efforts coincide with them, we’ll end this post here. That is not to say we’re finished with the subject, however. It’s just that we believe there is too much data to unpack in a single blog post.

Take the time to digest this information, then return for our next post in this series where we will dig deeper into the metrics and, eventually, offer ideas on improving your marketing strategy. We’re talking about things that actually work!

Statistical analyses of data are fine as far as it goes. However, if you continue struggling with ways to get to know your target audience, Ted is available for business and marketing consultation. With more than 25 years of experience in the trade and an exceptionally empathetic approach, he is sure to find ways to help.

Just click here to… Get in touch with TD Fall today.

Can Blogging a Blog Bump Up Your Business?

What the bloggity blog is going on with blogging a blog these days? Does blogging even matter anymore? Well, according to the SEO and marketing mavens at HubSpot – if you want to bump up your business in the new year – heck yeah!

Let’s begin with a couple of ideas about why blogging matters: first, more than anything, marketing your business is about educating your audience about what’s possible. Second, being an expert in one area may not translate to others. And yes, that can include writing valuable blog posts.

Now, one of the most common frustrations we hear from clients who dislike blogging is that they can’t come up with subjects to write about. (This happens with other content marketing too, like vlogging, for example.) Turns out, developing ideas for your blog is one of the easier challenges to overcome as we shared here.

Before we go there though, concerns like that beg the question of what you want to teach your audience! After all, if you don’t know what your goal in writing a post is, how can you address a subject effectively? (Simple answer is, you can’t!)

There are many types of blog posts, including a “How to” type, a “Newsy” type (also known as “Newsjacking”), an “Interview with an Expert” type, the tried and true “Infographic” post, the definitive “Final Authority” type of post, the Google-friendly “What is… [insert subject]” post, and more. (What? More? Yep!)

However, those are merely different kinds of blog posts; that is, the various ways you can approach a certain class of subjects that will (hopefully) capture the interest of your target audience.

3 Classes of Blog Posts to Work On

Essentially, there are just three things you can teach your audience, despite the many ways you can teach them. In other words, whether you choose the “How to” or “What is” approach to an individual blog post, they must address your industry, your brand, or your products or services.

This does not mean that these three categories cannot overlap in one post but, best practices suggest that maximum clarity is best achieved through a narrower focus on your subject. Doing this will also allow you to address the same issue in alternate ways.

If you want to bump up your business through blogging, think about these three classes of blog posts:

Big Picture or Industry Info – It is very often the case that prospects simply don’t know what they don’t know. This frequently includes a Big Picture view of your industry or niche. An example of this might be a dining room remodel.

What’s possible? Well, there’s career coaching, business start-up coaching, and profitability coaching. Or, your audience might be curious about coaches who specialize in online marketing, email marketing, social media marketing, content marketing, and/or messaging.

There could be a myriad of choices here, including entertaining business associates, clients, or even the boss! Or the dining room might be reserved for important family occasions and holidays. These differences will determine how casual or formal the new dining area should be.

You can literally define your niche, as well as yourself, using any type of blog post you choose. And, if you're creative, you can do it over and over again! (BTW… Creating an informative Infographic is a great way to approach the Big Picture post.)

Brand Comparison – How do you match up against your competition? Why do you deserve their business over another interior designer or furnishings dealer, when you all seem to offer the same things, at least to them? Where do you excel, and how?

These are all important questions to answer for prospective clients and they too can be approached in a variety of ways. You can display your expert status by writing a comprehensive “Final Authority” post on subjects that address any pain points that are common among your clients. You can offer real-world solutions to those pain points with a well-crafted “How to” blog post. Or, you can offer the latest information from studies on those solutions with a thoroughly researched “Newsy” post.

These are all brand-building steps that are possible with blogging because they can clearly set you apart from your competition. (BTW… You can do this without naming names. Simply say that, while others do it this way, my clients feel/are better off doing it like this!)

Products and/or Services – OK, it’s no brainer time here. Your business either offers products or services – or both. What are they? How are they better? How much do they cost? Why are they worth it?

The book you wrote and are selling about how to do or be better at something clearly lends itself to a “Final Authority” post. However, it may also be a fantastic opportunity for an “Interview with an Expert” post with another recognized authority who’s willing to praise your unique approach. Have you and your book been in the news? Well…

Because you offer some such personal services, answering the most popular search engine query about it should generate both traffic and a bump in business. Oh yeah, that would be the “What is… [insert subject or service]” question.

Think about it. How often do you find yourself sitting around and typing “What is [this, that, the other thing]” into a Google, Bing, or Yahoo! search? Weekly? Daily? Hourly? (Minutely? Can we write that? It’s our blog, so yeah. We can!)

Well, this is a pretty long blog post so, we’d like to ask you this question: What type of post is this and which class does it fall into? We have our own ideas on this but would love to get your impressions either as a comment here or by getting in touch with us directly. (Truly. We would love to hear from you. Please?)

If you’d to discuss the things we’ve shared about blogging a blog to bump up your business, feel free to… Contact TD Fall today.

Content Marketing Tip – The 5-Minute Content Plan

Are you a list-maker, in your head, on paper, or digitally? Then this post is definitely for you. On the other hand, for those of you who dislike listing to-do stuff and feel like lists are somehow limiting, it’s time for us to set you free with this content marketing tip!

We hope that, by now, you know we believe strongly in the power of content marketing as the key to growing your business online. However, once you get your head wrapped around that little gem, a new challenge rears its head: what should you write about?

Well, you need to create a content plan.

And so, you ask, “Just where do all these fantastic ideas for creating content come from?”

Take it as a given that you're not alone in wondering. We get that. We also get that it’s vital for you to also understand that, in the highly competitive world of online marketing, you simply cannot “wing it” with your content.

As with everything that has to do with online marketing, you need to take a strategic approach. You need to make a plan for creating high-value content that attracts both the search engines and your target audience. Believe it – without a solid content plan, you will continue to struggle to create something that has value, engages your audience, and converts.

But, hey. Once again, we’re here to help and support you by letting you know that there is a very simple way to create a solid content plan that you can complete in 5-10 minutes – literally!

The 5-Minute Content Plan

If you're willing to invest just 5 minutes of your time and energy, your new content plan can be completed in five minutes. Then it will become the foundation for all of the content that you produce, for three months, or six months, even up to a year. Here is a step-by-step process for creating a fresh content plan:

1. Grab a blank piece of paper – landscape not portrait (Wait! Did we say “paper”? Who uses paper anymore?)

2. At the top, write your topic title – “Interior Design Content Plan” (as just one example)

3. Below that, list 5-7 category topics – broad subject areas that matter to your prospects or clients, and you!

4. Next, give yourself five minutes to list as many related sub-topics as you can think of – specific issues or pain points you or your clients may deal with regularly

5. After five minutes – stop and check your list (You can expand on it whenever you need to)

6. Keep it close at all times, in a place where you see it every day – tape it to the wall near your desk or pin it to your dog’s tail. (NOT! LOL). Just make sure you have easy and regular access to your new content plan.

Wonder of wonders, you now have more than a dozen clearly defined subject ideas! And yes, this works for all types of content: blog posts, videos, social media content, emails and newsletters, articles, opt-in freebies – even ideas for products and services!

Tada! No more saying, “I don’t know what to write about!” Because you will!

Content Plan Example

Need a little clarification? Check out the content plan example below.

Easy peasy, right?

It should go without saying that the categories and subject ideas for each will vary from designer to designer and business to business.  (Which is great, BTW.) This is just an example. But, it should be clear just how you can use your areas of interest, training, experience with past clients, and even market forces to determine what each will be.

Two of the best things about this approach are: 1) none of it is etched in stone and it can be revised at any time; 2) you now have a plan of action in place. You can finally stop trying to improvise your content and hope for the best!

And finally, while the details of your content plan will be different, the basics of this approach are the same everywhere and this exercise can work – and has worked – for thousands of entrepreneurs and online business owners.

What would your categories and sub-topics be after investing five minutes in this content plan exercise? Feel free to share a few ideas with us by commenting below.

Of course, if you still have questions about this content marketing tip that we didn’t answer in this post, Ted has more than 25 years of experience helping designers and furnishing dealers market their businesses successfully. Simply… Contact TD Fall today.