# Discussing Business & Content Strategy With The Long Island Sign Guy

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=w6BNzFsDY5c
- **Дата:** 19.05.2024
- **Длительность:** 29:04
- **Просмотры:** 11,139

## Описание

In today's video, I'm sharing a meeting I had with @longislandsignguy. We discuss the marketing opportunities on social media for local businesses, what type of content helps to generate demand, and much more! Hope you enjoy it!

Check out my new book - Day Trading Attention: https://garyvee.com/attention

Check out the Long Island Sign Guy: https://www.instagram.com/longislandsignguy/

—
Thanks for watching!

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— 
Gary Vaynerchuk is a serial entrepreneur and serves as the Chairman of VaynerX, the CEO of VaynerMedia, and the Creator & CEO of VeeFriends. Gary is considered one of the leading global minds on what's next in culture, business, and the internet.

Known as "GaryVee," he is described as one of the most forward thinkers in business. He acutely recognizes trends and patterns early to help others understand how shifts in consumer attention impact the realities of the business world today. Gary's approach sits at the intersection of business and pop culture. He keenly understands how to bring brand relevance to the forefront. He is a prolific angel investor with early investments in companies like Facebook, Twitter, Tumblr, Venmo, Snapchat, Coinbase, and Uber.

This year, Gary will unveil two new books. In his seventh book, "Day Trading Attention" (set to be published on May 21, 2024), he provides fresh insights into navigating the modern social media landscape. Gary's expertise guides readers on harnessing underpriced attention channels in the digital age. He emphasizes mastering storytelling in these arenas and highlights the "TikTokification of Social Media," where content relevance surpasses follower counts. Businesses can leverage this shift to enhance their brand and boost sales. "Day Trading Attention" equips readers with essential skills to succeed in today's dynamic digital world. Gary also announced his first children's picture book, based on his VeeFriends characters, titled "Meet Me in the Middle” (set to be published on July 16, 2024). The picture book, which will prominently feature two VeeFriends characters, Eager Eagle and Patient Pig, delves into the emotional elements essential for nurturing children's empathy – a crucial skill for their future success.

Gary is an entrepreneur at heart – he builds businesses. Today, he helps Fortune 1000 brands leverage consumer attention through his full-service advertising agency, VaynerMedia, which has offices in New York, Los Angeles, Toronto, Mexico City, London, Amsterdam, Sydney, Singapore, Tokyo, Bangkok, and Kuala Lumpur. VaynerMedia is part of the VaynerX holding company, which also includes Eva Nosidam Productions, Gallery Media Group, The Sasha Group, VaynerSpeakers, VaynerCommerce, and Tingley Lane Trading. Gary is the Co-Founder of VaynerSports, VCR Group, VaynerWatt, ArtOfficial, Resy, and Empathy Wines. He guided Resy and Empathy to successful exits -- which he later sold to American Express and Constellation Brands, respectively. He also owns a Major League Pickleball team called the 5s, is part owner of a Big3 basketball team, and is an investor in the revival of the SlamBall League.

Gary is also the founder and creator of VeeCon – a contemporary super conference that converges business and pop culture with innovation and technology. In addition to running multiple businesses, Gary documents his daily life as a CEO through his social media channels, which have more than 44 million followers and garner over 300 million monthly impressions/views across all platforms. His podcast, "The GaryVee Audio Experience," ranks among the top podcasts globally.

Gary serves on the board of MikMak, Bojangles Restaurants, Global Citizen Forum, and Pencils of Promise. He is also a longtime Well Member of charity: water. 

Gary's life ambition is to buy the New York Jets.

## Содержание

### [0:00](https://www.youtube.com/watch?v=w6BNzFsDY5c) Segment 1 (00:00 - 05:00)

I think you should find tons of articles on the internet that talk about the value of freshening up or good signage on conversion to insor traffic like literally I would type in better sign and insor and then green screen hey have you had the same sign window signs have you had the same buy two get two free Banner on your Poll for 9 years like this article says if you change your core offering on your main Outdoor Advertising every quarter your business goes up 31% % I'm the long outside guy that can Crush attention is the number one asset how thanks good we were downstairs at the desk when you walk by oh yeah walk by I'm sorry how's your week good very good long week by time it gets the Fridays good I'm excited about this very excited yeah me too I can't wait I'm excited about this as well really excited to focus and listen and try to provide you as much value as possible appreciate that why don't I do some listening okay I'm sure you gave some thought to like what you wanted to discuss or get out of this yeah yeah definitely would love to zero in on that a little bit well see you know I'm going to start really just recent is so I've been doing social media a lot of posting We Do paid advertising I've got a guy who does my paid advertising and internally or externally how much do you spend a month Grand a month respect so does really well all of our business growth is from it but what I see more than anything and we do I do a decent amount of posting not a lot on the organic side decent amount educate me on that number what platforms how many uh Tik Tok Instagram uh Facebook not as much um and just started um since you've been pushing LinkedIn just started doing some post in LinkedIn and YouTube Shorts just started really started getting into YouTube shorts I've had a you reason I like YouTube shorts is that if you title them like need a sign for my store like you know whatever we we'll get into the details YouTube shorts it YouTube's the second biggest search engine in the world yep so like you know whereas a lot of this stuff is kind of like running a commercial and like if people happen to see it m YouTube lasts longer so to think about you get both but keep going well so a lot of what I've been doing when I first started was literally standing in front of buildings that we were doing hey we just put up this sign yeah I was doing a lot and getting let me what's the um what's the Long Island Sign Guy Tik Tok and Instagram are probably the most active of the two makes sense go ahead um so a lot of it is that and I started to add the educational business local business marketing Lo local business things that are going on that I see what I've really seen is I walk into a client now someone tracks me down on Instagram whether they do a lead through paid or just my organic I walk in and it's like the deal's done of course you've already built brand it's I mean I've never you're not in sales anymore when you do this it's why you buy a Ralph Lauren or a polo like it's already done it's done correct I think the thing right away that I'm excited about I asked the team we just got it I'm going to give you one of the first copies thank I'm excited for you to read it like right away the thing that I'm most excited about with you leaving here is getting great at it let's say we were talking about health and wellness right now and not business you would say you know what I started eating a little bit better and going to the gym I'm like that's good you're like I want bigger muscles for my wife I'm like okay well I've come to learn in the last 10 years there's a proper way to do hammer curls and then there's the way that now occasionally when I'm traveling with Mike and we have to go to an equinox or something and I see all these characters doing workout I'm like wow they don't do it right they're like swinging I now know what it is that's what I see here a lot of what like your last 12 posts in a row on Instagram all of them not best practices first second of the video like so for example a customer sent to me the other day this one which I like actually I think this could be a very good format for you just like Drop you know and like that I'd like you to keep your eyes on the road a little bit but we're in traffic it's Long Island I'm not going anywhere I get it trust me I know I don't know what the behind the scenes views are but or reach but eight likes two comments couple tweaks and just like to use those cuz I can see them let's say they got a th reach you you'll pull it up it's going to be really cool like that's going to be something we're going to focus on and honestly I'm incredibly obsessed for us to thank you I'm incredibly uh obsessed of Tik Tok um yeah Instagram's right next to If you close it but that's all they're all repetitive and that's this

### [5:00](https://www.youtube.com/watch?v=w6BNzFsDY5c&t=300s) Segment 2 (05:00 - 10:00)

is a big part of what I'm excited about he's not afir to be on camera which I know we listen I've listened to you and like you're like so many people are afraid to be on camera and they he's so not on camera there's a couple different things I'm thinking about a lot of different things I'm think about so one it's important to me given how gracious you've been to my dad that this isn't the only value we bring so one of the reasons I wanted to s in C be here is I want to focus on as much as I can give you that I think is uniquely maybe not uniquely me because they know me so well but I'm going to give you what I got and then they're going to do some follow up with you as well so that we can really refine down to best practices I want to talk about 30 minutes right after this beautiful and then and depending on how much you accomplish amazing yeah you know this I'm very hot on the local mayor thing people always talk about like it not working you know I get a lot of that feedback but then I get the occasional feedback where it really works and it just becomes a game of the same thing are you good at it so one of the things that I think about when you're the Long Island Sign guy is business development with other businesses that don't need your sign so let me explain what's the most famous deli in the town that you live in or closest town or pizza shop or restaurant or something or ice cream shop or something give me anything in the town we live in robys it's a big restaurant on the great I'd like you to do content with the owner of Rob keys outside of Rob keys where it's very visual where people know it's like you know one of the things that if you look at the ads Brandon's doing for wine library right now that first second yeah that first second's everything you can imagine if you're going through the stream if you could see the Big Rob key sign if you guys are standing outside you're just going to get a lot more awareness go ahead well so before I I got into the sign business right before I decided I'm going to try to do this and I started something called meet Long Island and the idea was just I was going to interview business people on Long Island nothing else yep and the format became long and I sort of dropped it but now my day is spent literally I go in talk to you about your sign for 5 minutes and then it's 20 minutes I'm growing you on your business I love talking about the businesses so I talk to business owners all day long are you filming that no good but that's that's what we're going to do that's the pro that's what I we've been trying to figure out a way cuz these guys all it's also going to set up your post this career if you do this well you'll do Consulting when you guys move wherever the [ __ ] you want to move after this mhm if you do this well it will significantly grow your current business but being known as you know as a business consult It's Kind it's my trajectory I did it for wine but obviously being a business strategist like leads to I mean I could you know obviously Ram at I could like hang it up and just go to Florida and like be on a zoom a couple hours a day and live a very nice life I think that's great if you're actually doing that then we need to go ham on that that's my that is my day all day I think we need to get a kid to film you from Long Island I think we need to get you into much better practices and then what I think we need to spend the rest of the time with me on is macro strategies of things that are sustainable that can get you content so um signs so obviously you do the building sign I'm obviously aware of that any all signs or just big building signs anything from go to the lowest banners yard signs someone walks in they want yard signs for their power washing business will make them 50 yard signs got it they just stick in people's yards put a stick so we do banners for schools for anybody um we'll wrap the inside of a building walls all your wall vinyl we do all that what about the outside stuff that's like sticky that's glass all all the vehic all the graphics on buildings um yeah it's all vinyl it's all the same sort of vehicle wraps we had a we yesterday afternoon a customer of mine calls up and we've gone and put some vehicle graphics on his truck and he goes I just got a new cement mixer I'm like all I'll come by he's like I'll bring it to you so there's a cement mixer on the side of my building my guys are rapping I think they're all excited to play with the SM more than anything what's a from the business model standpoint what is the best things to sell the bigger the project the more the mar no vinyl great vinyl is the highest margin so vinyl is um so you don't have any but the door Graphics your dots on your door someone put those dots there and those little dots and sometimes where there's you know are you making a lot of content around vinyl um no not as much as we should yep so in the shop we'll fabricate we'll print all that we'll cut it we'll lam it we'll get it ready for the installers to go in talk about the shop okay so are you aware of what's going on with live streaming where people just streaming the mundane mhm is there an opportunity

### [10:00](https://www.youtube.com/watch?v=w6BNzFsDY5c&t=600s) Segment 3 (10:00 - 15:00)

I know it won't be you it might be people it'll be me sometimes I'll be we're back in is that an opportunity yeah we've set up the go bur at the end of the table and just like and on fast forward have he's put videos together of doing all the shop there's nothing that happens that you're concerned about or anything like you'll be able to live stream it cuz obviously GoPro you're in control of postproduction live is live right yeah no there's no okay you're making notes it's kind of uh I there's just kind of like this Prof what I would call Professional ASMR porn that people just like they're just like watching voyerism like people just like background noise like it's wild yeah you be as long as you interact with them too question right got talk or yeah uh how long does this take to do and for one client like people will ask those type of questions that's right and you can do it inverse like you don't have to like constantly look like you could be like I'm going to answer in 15 minutes coming back in 15 to answer like we don't have to go live 247 the whole day cuz what usually happens in our shop is we've got guys in and out all day we've got the shop can be open and nobody in it for 4 hours and then all of a sudden for 3 hours is of course bustling all over the place um it goes back and forth last and um so as long we get we could absolutely there's nothing going on there that's privacy no no what else I've got other ideas but I just want to make sure I don't I you know I've looked it because everything I focused on is Long Island right so I've you know I see a lot of the local um would you Rebrand the Tri-State Sign Guy we could There's issues working in the city outside Mak sense licensing permits I can do anything inside so I going I go outside so we've avoided Queens Brooklyn for now makes sense so it's just a pain in it's pain in the neck and then you've got and Long Island I mean it's big it's Mass we've got three 7 Mill 3. 7 million people I think is so it's a ton of business keep you busy for a while yeah yeah and they you know what's the competitive landscape look like um a few big players and a ton of different names Big Apple printing they're all they're um Marcus is universal they're all but the big guys are five and 10 million even there's a big sorama that's probably a $10 million company and but the real landscape is the million of gu million guys that have work out of the truck garage or have $300,000 shops that's the big landscape de by, that's the big one because they don't have overhead they don't have insurance they go out and they just I'll do that for half the price and that's the big landcap and it's not just there's one guy running around doing that there's everybody that works for me used to own a sign company they all used to own sign companies that's the landscape interes that's exactly what it is um but none of them you know we get a ton of you know this guy the guy that I said about the concrete truck he's a customer we took care of him and he literally said I got a new truck and pulled his cement truck said I need it wrap because I can't take it out on the road and it's probably a $100,000 truck and he said I need it wrap now I need the graphics I need my DOT numbers on it so he just pulled it up and he said just get this done so and that's the so we build the customer relationship ships small guys don't have that the little guys that are working out of their trucks or working out of the garages don't have that opportunity but the only other thing I I'll say is I got into this a year and a half ago and I had been in internet marketing for 20 years mostly I had a security software company email marketing just that type and I was done search affiliate yeah all affiliate I had a big email marketing I used to own a security software company Direct Mail uh no Direct Mail and I just um we played around with some social media but not a lot of fun going around with security software there's not a lot to do and you know this like social's hard yeah like it's actually hard that's why it's so lucrative it has all the attention yep you know back to your a bunch of guys running around with 300K you you're competing with the whole world literally actually yeah actually mhm um and like the book I just wrote is like a textbook like I was bored reading it in my booth I'm like because it's just it's gotten hard but it's so lucrative when it's right you know I've one the fact that you wake up every morning and one post can drive your business in perpetuity that's bananas that's ridiculous it's like there's never been anything like it is you know that's why I like a little bit of the local stuff like to me I'm trying to think of like what could hit the psyche of all of Long Island and

### [15:00](https://www.youtube.com/watch?v=w6BNzFsDY5c&t=900s) Segment 4 (15:00 - 20:00)

I think it's Long Island institutions or I don't like politics but like I assume those politicians that put the lawn signs and they have to make signs yeah there's you know my mind went there then I'm just trying to think about like where and what and how well so um a buddy of mine owns guy I used to work with for a while owns La in a minute which is I don't know if you ever seen it it's a Tik Tok channel it's all La yeah and he does now he's gotten to the point where he's left his job he does he interviews uh big people now yeah now he interviews and that's what he does and um and I just I am you know you always talk about doing something you're passionate about I don't know if I like talking to business people about business yeah I think you have a home run I think yours is exactly what you said like if you're going to be there for 25 minutes get content out of it and once you understand if you're again back to that was a restaurant right if you do that at like the counter and it's you in the first second of like the um the image if it's you know like when you look at something like that mhm it's you know like you're dead already people are gone and I thought that was cute I think it's cool too by the way Sid will tell me he's been here with me the whole run many of my favorite moves don't work anymore or never worked yeah you've got this is why I'm excited but anyway back to the rest I need like the two of the Wine Library thing right like that was that's great because I saw and it's obviously I know Wine Library but you know I think that you and that owner this one again is also hitting it that basically that for the right 25 institutions that being the thumbnail that being a thumbnail and the first second M and maybe the quick inside joke you go right into it like the Hedgehog right everyone like you know this is Long Island lore right like that's it because then you could start creating mass awareness right and so there's just like I'm just thinking about and you could do this and that and one quote from an interaction 25 minutes have you thought about putting a root beer fountain in oh that's a good idea that's a that's your business like I just think it's a volume game yeah and best practice quality and quantity ratio is how I talk about it now obviously if you post four times a day and they're all bad then they're all bad yeah but if you post four times a day and you understand core principles and you have a couple go-to moves and you've created a system that creates content now I got something yeah those I the people that I talk to that see my videos are a lot of the same people over and over again and I realize that because I'm not I think there's a couple things that let's go ahead I want you well I'm not getting the dist I get distribution and what I think is probably happening is your paid media buyer probably going on reach frequency and a short area he's just focusing n on suff that's all you want right that's all I want everything is pass on suff County do you have any idea how he's doing his Media or you kind of like letting him do his thing what do you mean how he's doing it is he targeting Hispanics for 40 to 50 in suffa county and your first piece of content starts with you know Spanish translation zip code over and I I don't remember the age but I think we start them at 35 or 30 um just because I my preference is B2B I'm not really I don't want the the PTA mom PTA mom's a headache of course so um so I don't really want that what I'm looking for is the is the um so is he only targeting mail no but he's business but he's no we don't there's no targeting Beyond age and zip code you have I'd love for us to look at his media account y my intuition is that there's a lot there mhm that you know bucks a month in a small area you could do damage we do uh you I don't know what I'm we correct I know exactly what's happened brother it comes in Bur too and you're feeling good about it enough but you don't know that I used to think Burger King was good enough until I had like a real steak Yeah like you and I used to run the Google ads my security software company and we spent aot lot we spending yeah now it was intent marketing not branding so it was a different game exactly sales you know what I notice a lot of also is I can't convince you to buy a sign no like I may able to Market that's right but if I'm in your face all the time you could convince me to consider a sign that I didn't know I even needed if you talk broad enough about all the things you got going on that I would say yeah yeah is you know uh I got one for you please take a note of this mentally

### [20:00](https://www.youtube.com/watch?v=w6BNzFsDY5c&t=1200s) Segment 5 (20:00 - 25:00)

or team I've got a really good one for you this has a lot to do with why we're getting a new sign like you know we're we have figured out local advertising with Wine Library with exactly what I'm going to do for you mhm and like really it figured it out yeah like there's a text from Brandon from five Saturdays ago at 9:01 a. m. that says I haven't se literally quote this is the craziest thing I've seen in 25 years cuz there was like 100 customers in the store 9:00 a. m. we four for the first hour cuz everyone sleeps in um so uh where was I go oh so now that we F you know cuz it's a 75% internet company mhm but now that we figured that out I'm like all right we got to kind of [ __ ] care about the store again like we really it's really been really weirdly secondary it's been like a warehouse infastructure more than like a store even though it's a beautiful store as you saw so now I'm focusing on everything like Landscaping the signage everything it's looks like we're going out of business with all that signage so I'm excited I'm very happy for my dad but where I was going with that is one of the reasons I'm doing that is through the years of having meetings with Walmart or Best Buy or GameStop like this could make sense to everyone but like it really [ __ ] matters the outside aesthetic of your store it's like wearing it's like fashion so I think you should find a ton this is a fun one I think you should find tons of articles on the internet that talk about the value of freshening up or good signage on conversion to inore traffic like literally I would type in better sign and inore and then green screen hey have you had the same sign window signs have you had the same buy two get two free Banner on your Poll for 9 years everybody's driving by the [ __ ] what's the you know la I'm trying to think of this second nonetheless Jericho they've seen the same side they've tuned it out you got to refresh it yeah like this article says if you change your core offering on your main Outdoor Advertising every quarter your business goes up 31% I'm the Long Island side guy that can Crush that's convincing someone that that's why Brandon and Jeff are texting you probably right now cuz not only did I was like sign but when I came over the signs they have on the windows they're signs from our Distributors just cuz they wanted to put them on it's bad for us they're wines and liquor that we make no money on yeah and so like let's make our own signs you know and those signs are not expensive yeah absolutely so that is I think you should do a lot of that outside aesthetic conversion there's unlimited articles and blog posts that have been written the last 20 years that are on the internet you have to get very good at search probably want to use AI a little bit thatt titley but like those green screens like that pitch I just made that's how you convince someone who's like wait a minute we have had the same [ __ ] Banner like lobster this Friday night on sale for last six years and it's got stains all over it's piece of [ __ ] we just redid the Lazy Lobster for the exact same reason I think you know or did you know that if you hang a banner under your core sign on your business and obviously town I get it like you don't have to worry about that you know like if I think if you start talking about and by the way you want to talk about poking on a zit every local business is getting annihilated on in stor traffic yeah every restaurant every store it's all Postmates and Uber Eats and. com there's not a [ __ ] person that owns a store right now of any kind that isn't stressed that customer count is down from the year before and so if you're a [ __ ] nail salon and you see that and you're like sitting on your [ __ ] desk waiting for people come in and you look at your window and you're like I've had that same [ __ ] sign of a girl with some Nails on it being like open now for [ __ ] 9 years I would pound that you could also talk about like hey guys long big thing that you guys don't know is I was in inter marketing for 20 years so now you're talking a little about your marketing now you hit him back with like look at what happens if you do that I think you could crush that that's a whole genre like what this is what we're doing right now is strategy yeah yep and like that one strategy like actually spending 30 minutes cuz in the beginning you'll find a bunch of Articles and then it's going you have to go deeper in the way I would do that all day those green screen but again notice how I broke down those to yeah like it's real business you're really talking right to the business owners I'm not even going for awareness I'm going for like the [ __ ] guy who knows the gal that knows like she's down 100 customers a month from last year and she knows why because even though she's in a good script Mall people are ordering [ __ ] deliver the guys that are

### [25:00](https://www.youtube.com/watch?v=w6BNzFsDY5c&t=1500s) Segment 6 (25:00 - 29:00)

super on Long Island making it now are the ones that are um they're building their businesses around the new Norm so in other words they're not like restaurants are not opening up and building out a restaurant that's huge they're building they're taking old restaurants that are smaller and redoing them and using a different like roast goes and they've opened they keep looking for old locations and they've got this really small so they take a lot of inbound they don't pay for a lot of seating and they've got this back and they've got their back for their food and they're used to a lot of people coming in and out and those are the guys that really seem to be adding more and more it's all ghost kitchens yeah everyone's like it's The Middle's gone it's delivery and super premium yeah mhm you got to get me out of my [ __ ] house we're all like people think people are lonely now we're going to be in [ __ ] pods and VR and never move yeah yeah I think you can really attack that I think it's by the way I also think it's going to work for them feels nice to buy $1,000 sign and actually has $88,000 in value for them that year yeah hey we put up the we started using AI for design work nice and so we'll I need a barber shop and I have a design and we'll and we put up an AI picture for an ad picture for Barber it's amazing looking picture really clean crisp on the side of the building and literally guy two days lat he's like people are sitting at the light and walking in and commenting on those pictures of course he's like it's ridiculous the amount of time it saves the the sign that we're going to put on the Milbourne Avenue sign not the main mhm that [ __ ] Walgreens across the street is busy all the time yeah it's a blank building right now and we assume that everybody knows this cuz we've been there for 20 years it's not how humans work no they forgot since last I'm like by the way the amount of people that are about to come into that store one of the biggest mistakes I made in my career in that store was not put the underlining level of beer food like you might people that walk into Wine Library like oh you have beerer you know so that sale [ __ ] I got to go to this all right so what do you think about the thing that you said about if you want to work with Brands make a free ad for them like what do you think about reviewing signs for local businesses that he wants to work here's what I think that I have to do this meeting that you guys should jam on that and I enjoyed this so much and I'm so grateful actually that we'll allocate even more time with me we'll do this again I'll find a little more time soon perfect this is too fun for me thank you and I'm really grateful everybody I wanted to say that a new book is coming the followup to jab jab right hook originally called jab jab left hook but I finally captured what I've been doing for the last 20 years as an entrepreneur as a Creator and influencer as an operator of a marketing company that works with Fortune 5,500 companies and really the punchline of what I'm seeing in society which is day trade attention how to actually build brand and sales in the new social media world I'm really proud of this book when I read it and some of you follow my social enough to see the clips when I read it in studio it got so deep it goes so detailed it goes macro and micro as I like to roll and so if you've not picked up a copy yet go to gary. com DTA which stands for day trading attention I have a feeling that this book much like jab jab right hook literally got an email they just read it it's 10 years ago the updated version of the mark marketing manual for your marketing team definitely be a social media person that runs your stuff you need to get a book for them and definitely the marketers in Fortune 500 for your staff and the entrepreneurs and creators and influencers who are trying to build something for themselves so proud of it hope you enjoy it as much as I enjoyed putting it together the manual that we are going to give to everybody when they join VOR media to read and hopefully the manual to the modern marketing world and especially social media first world a day trading attention out this may 2024 pre-order your copy now

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*Источник: https://ekstraktznaniy.ru/video/16934*