How to Build a Lettering Portfolio That Gets You Hired—Even If You’re Just Starting!

If you’re a lettering artist, designer, or creative looking to land client work, your portfolio is your most powerful tool. But what if you’re just starting out and don’t have client projects to showcase?

In this post, I’ll break down how to build a strong portfolio from scratch, avoid common mistakes, and attract the right clients—even before you land your first commission.

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Why Your Portfolio Matters More Than You Think

Your portfolio isn’t just a place to store your work—it’s a business asset. It shows potential clients:

✅ Your style and artistic voice
✅ Your problem-solving skills as a designer
✅ The kind of projects you want to be hired for

Many artists wait too long to start building their portfolio, thinking they need “real” projects first. Big mistake! The truth is, you can start showcasing your work right now—even without client work.

Here’s how.

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Step 1: Treat Every Piece Like a Real Project

One of the biggest mistakes artists make is endlessly practicing without finishing and presenting their work professionally. Instead of just “sketching” or “experimenting,” start thinking like a pro from day one.

🔹 Give yourself a brief – Define what each piece is for (a book cover, a poster, packaging, etc.)
🔹 Set a deadline – Decide when you’ll finish it and stick to it
🔹 Showcase it professionally – Present it as if it were a real client project

💡 Pro Tip: If you’re stuck on what to create, check out LetteringMaker.com, a free tool that generates professional lettering prompts so you never run out of ideas!

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Step 2: Curate, Don’t Overload

Your portfolio should be a curated selection of your best work, not a random collection of everything you’ve ever created.

🔹 Show variety in style and applications – This proves you can adapt to different project types
🔹 Select work that attracts the clients you want – If you want book cover projects, showcase lettering in editorial designs
🔹 Add a short story behind each project – Explain the concept, process, and final outcome

Your work doesn’t have to “speak for itself”—help potential clients understand your creative decisions!

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Step 3: Write a Strong Bio That Builds Trust

Your About page is one of the most visited sections of your portfolio. Use it wisely!

✔ Share your journey & values – Why do you do what you do?
✔ List the types of clients you best serve – This helps potential clients know if you’re a good fit
✔ Include a professional photo – People want to see the artist behind the work!
✔ Feature testimonials (if possible) – Even if you don’t have client reviews yet, ask for feedback from mentors or collaborators

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Step 4: Make It Easy for Clients to Contact You

If a potential client visits your portfolio and can’t find a way to contact you quickly, they’ll move on.

Make sure to:
📌 Include your contact info on multiple pages (homepage, footer, About section)
📌 Have a clear "Work With Me" section explaining how clients can hire you
📌 Add a simple contact form or email link

💡 Bonus Tip: Add a "How to Work With Me" section explaining the process in 3 simple steps. Example:

1️⃣ Fill out the contact form
2️⃣ Receive a response in 24 hours
3️⃣ Book a discovery call

This reassures potential clients and makes reaching out easy!

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Start Building Your Portfolio Today!

To recap, your portfolio should:
✅ Showcase curated work that aligns with your goals
✅ Tell your story through a strong bio
✅ Make it easy for clients to reach you

And remember—it’s never too early to start! Whether you have client work or not, you can create self-initiated projects and position yourself as a lettering artist ready to be hired.

👉 Want more in-depth portfolio tips? Download my free guide: Lettering Success Secrets—it’s packed with strategies to help you build a thriving career in lettering design.

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https://youtu.be/q2cJ0VqwlUk

Welcome to Open Studio Podcast – Episode 169!

Pricing your creative work can feel overwhelming, especially when you're just starting out. How much should you charge? What if you price too high and lose the client? What if you price too low and undervalue your work?

I’ve been there. And today, I’m sharing the biggest pricing mistake I made as a freelance lettering artist—one that cost me thousands of dollars. More importantly, I’ll show you how to avoid making the same mistake so you can start charging what your work is truly worth.

The Common Pricing Pitfall: Charging for Time Instead of Value

Many creatives start with hourly pricing because it feels straightforward. You calculate how long a project will take and charge accordingly. But here’s the problem:

📉 The better you get at your craft, the faster you work—meaning you actually earn LESS over time.
💰 Your clients aren’t just paying for your time—they’re paying for your expertise, creativity, and the impact of your work.

That’s where value-based pricing comes in. Instead of charging by the hour, you price your work based on the overall value it provides to your client.

My $500 Mistake

Early in my career, an agency hired me to refine a logotype. I estimated that it would take me a few hours, so I charged a flat fee of $500.

Fast forward a few months, and I saw my lettering everywhere—on packaging, in ads, and across a massive rebranding campaign for a well-known company. They had invested millions into their new identity, and I had only charged $500 for a key part of that transformation.

That’s when it hit me: I should have priced my work based on the impact it had, not just the time I spent creating it.

How to Set Your Prices the Right Way

To avoid underpricing your work, consider these key factors when setting your rates:

1️⃣ Usage & Visibility

The more eyes on your work, the higher your price should be. A local project will have a different value than a global campaign.

2️⃣ Client Size & Budget

A small business and a large corporation have different budgets. Understand who you’re working with and adjust your pricing accordingly.

3️⃣ Project Scope & Exclusivity

• Will the client have exclusive rights to your work?
• Will it be used for a short campaign or an ongoing brand identity?

These details impact the value of your work and should be factored into your pricing.

Industry Pricing Benchmarks

If you’re unsure where to start, here are some general price ranges in the lettering and design industry:

🎨 Book covers → $400 – $5,000+
📰 Editorial (magazines, newspapers) → $300 – $2,000+
🔠 Logotype design → $500 – $100,000+
📦 Product packaging → $250 – $1,500+
📢 Advertising campaigns → $5,000 – $100,000+

While pricing varies, these benchmarks can help you position yourself competitively in the market.

Make the Shift to Value-Based Pricing

If you’re just starting out, it’s okay to use hourly pricing to get a sense of how long projects take. But as you gain experience, shift to value-based pricing to reflect the true worth of your work.

Key Takeaways from This Episode:

✔ Know the difference between hourly and value-based pricing.
✔ Don’t just charge for your time—price based on the impact of your work.
✔ Gather all project details before quoting a price.
✔ The more eyes on your work, the higher your rate should be.

By making these shifts, you’ll avoid undercharging and start earning what your work is truly worth.

Want more insights on pricing and making a living from your lettering skills? Download my free guide, Lettering Success Secrets, at martinaflor.com/guide.

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Welcome to Open Studio Podcast – Episode 168!

Are you a lettering artist, illustrator, or graphic designer wondering how to turn your skills into a steady income? Whether you're just starting out or looking to diversify your revenue streams, there are many ways to make money with your lettering—beyond just client work.

In episode 168 of the Open Studio Podcast, I share 10 smart ways to monetize your lettering skills, including traditional and non-traditional income streams. In this post, I’ll break them down for you and show you how you can start implementing them today!

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🎧 Listen to the Full Episode

Before we dive in, don’t forget to listen to episode 168 of the Open Studio Podcast for the full breakdown. You can find it on your favorite podcast platform or watch it on YouTube!

👉 Download the FREE Lettering Success Secrets Guide for more tips on building a thriving creative career.

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💰 10 Ways to Make Money with Your Lettering

Traditional Income Streams

These are the methods most lettering artists think about when considering how to make a living from their work.

1️⃣ Client Work

This is the most common way to earn money as a lettering artist—working with brands, businesses, or publishers to create custom artwork for logos, book covers, packaging, and more. While it's a great way to start, relying solely on client work can be unpredictable.

2️⃣ Licensing Your Work

Licensing allows companies to use your artwork for a fee. Unlike client work, you can sell the same design multiple times, making it a passive income stream.

3️⃣ Working with an Agent

An illustration or lettering agent can find high-paying projects for you and handle contracts and negotiations in exchange for a commission. This can lead to more consistent income and better opportunities.

4️⃣ Selling Art Prints & Products

Platforms like Etsy, Redbubble, and print-on-demand services allow you to sell your lettering as prints, stickers, mugs, and more. If you want to build your own online shop, this can be a great long-term business strategy.

5️⃣ Selling Digital Downloads

Lettering artists can sell custom brushes, textures, templates, and worksheets as digital products. Once created, these can be sold repeatedly, generating passive income with minimal effort.

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Non-Traditional Income Streams

Now, let’s explore creative ways to monetize your lettering that go beyond selling artwork.

6️⃣ Teaching & Workshops

If you have lettering skills, you can teach others through live workshops, online courses, or even private coaching. Teaching not only generates income but also builds your reputation as an expert.

7️⃣ Corporate Training

Many companies are willing to pay premium rates for lettering and design workshops tailored to their teams. This is an untapped market that can provide high-income opportunities.

8️⃣ Coaching & Mentorship

Aspiring artists are always looking for guidance and feedback. Offering one-on-one coaching or group mentorship programs can be a great way to share your expertise while generating consistent income.

9️⃣ Brand Partnerships & Sponsored Content

If you have an engaged audience, brands may pay you to promote their products through social media or blog content. Collaborating with brands you truly love can create authentic sponsorship opportunities.

🔟 Public Speaking & Writing Books

Speaking at conferences, writing books, or even offering consulting services can help you establish yourself as a leader in the lettering world while generating revenue through royalties and speaking fees.

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📌 Start Monetizing Your Lettering Today

The key to making money with your lettering—without hustling 24/7—is to diversify your income streams. Start by choosing 2-3 revenue sources that align with your skills and interests, and build from there.

If you want to dive deeper into these strategies and learn how to build a successful lettering career, download my FREE guide: Lettering Success Secrets.

🎧 Listen to the full episode on Open Studio Podcast now! 🚀

💡 Free Resource: Lettering Success Secrets

Want to learn practical strategies for building a career in lettering? Download Martina’s free guide, Lettering Success Secrets, at martinaflor.com/guide.

📌 Mentioned in This Episode

The importance of finding your own niche instead of following trends.

Success stories of lettering artists making a living in different industries.

Why brands and businesses are constantly looking for unique lettering work.

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Welcome to Open Studio Podcast – Episode 167!

🎙️ Episode Summary

If you've ever wondered whether the lettering market is oversaturated, this episode is for you! Martina Flor breaks down why there’s still room for new lettering artists and how you can carve out your unique niche in the industry.

🔑 Key Takeaways

✅ The “Lettering Bubble” Effect: Why it seems like everyone is doing lettering—and why that’s not true.
✅ Your Unique Value: How your personal style, story, and background set you apart.
✅ Opportunities in Lettering: The many ways artists are making a living with lettering, from branding to murals, packaging, and motion design.
✅ Creating Your Own Market: How to stand out by targeting the right audience and combining lettering with other skills.

💡 Free Resource: Lettering Success Secrets

Want to learn practical strategies for building a career in lettering? Download Martina’s free guide, Lettering Success Secrets, at martinaflor.com/guide.

📌 Mentioned in This Episode

The importance of finding your own niche instead of following trends.

Success stories of lettering artists making a living in different industries.

Why brands and businesses are constantly looking for unique lettering work.

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Welcome to Open Studio Podcast – Episode 166!

Are you eager to start your journey in lettering but don’t know where to begin? In today’s episode, From Zero to Lettering Hero: Beginner Tips You Can’t Miss!, Martina Flor kicks off Season 8 with practical strategies to help you dive into the world of lettering with confidence.

Whether you're a complete beginner or someone looking to refine your craft, this episode is packed with essential tips to fast-track your learning and set you on the right path.

Episode Highlights:

✅ Make Lettering Your Focus – Start observing typography around you, collect inspirations, and build your visual library.
✅ Surround Yourself with the Right People – Find a lettering community, attend meetups, and connect with like-minded creatives.
✅ Start Drawing Every Day – Don’t wait for perfection—begin sketching, experimenting, and refining your style.

Free Guide: Lettering Success Secrets

Want a structured approach to learning lettering and building a career? Download Martina Flor’s free guide, Lettering Success Secrets, packed with industry insights and actionable advice. Get your copy now at martinaflor.com/guide.

🚀 Ready to take your first steps in lettering? Tune in now and start your journey! 🎨✨

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

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Coaching has been an undeniable catalyst in both my personal and professional journey, helping me navigate the complexities of running a successful creative business. Whether you’re just starting out or already deep into your entrepreneurial journey, having a coach to guide you can be transformative. In this post, I’ll share how coaching helped me align my business with my life goals—not just once, but twice—and how it can do the same for you.

The Power of Coaching: More Than Just Strategy

A coach provides you with an outside perspective, helping you get out of your own head and see the big picture. When you're consumed with day-to-day tasks, it's easy to lose sight of long-term goals. Coaching helps shift focus from the immediate challenges to what truly matters in your creative business: sustainable growth, alignment with your personal values, and efficient workflow management.

First Coaching Experience: Clarifying Priorities and Financial Awareness

My first coaching experience came at a pivotal moment. I was juggling multiple projects, trying to scale my business, and felt overwhelmed with the growing responsibilities of running a freelance operation. I didn’t realize how much my business lacked structure until my coach helped me analyze key areas like time management, project prioritization, and financial clarity.

One of the first things my coach taught me: Know your numbers. It sounds simple, but understanding where your revenue is coming from and where your expenses go is crucial. It allowed me to make informed decisions about which projects to pursue and which to let go. The financial clarity I gained through coaching not only boosted my revenue but also reduced my stress significantly.

Second Coaching Experience: Scaling and Delegation

As my business grew, I realized that I could no longer handle every aspect of it on my own. My second experience with coaching was focused on learning how to delegate effectively. My coach helped me understand that delegation isn’t just about freeing up time—it’s about empowering others to take ownership while you focus on the high-impact areas of your business. I learned how to create processes that allowed me to offload tasks like project management, customer service, and even parts of the creative process.

Through this coaching, I was able to build a small but effective team that aligned with my vision and values. This freed up more time for me to focus on higher-level strategic decisions, as well as personal pursuits, like spending more time with my family.

Why Coaching Matters for Creatives

As a lettering artist or creative professional, it’s easy to get caught up in the creative process and ignore the business side of things. But remember, if you’re a freelancer or business owner, you’re also an entrepreneur. Coaching helps you treat your business with the same level of care and attention you give your craft. Whether it's learning to set boundaries, honing time management skills, or getting crystal clear on your revenue streams, coaching offers insights that will accelerate your success.

Join The Big Leap Coaching Program

Inspired by the impact coaching has had on my career, I designed The Big Leap group coaching program to help other lettering artists and creatives achieve similar results. Now in its fourth edition, this program provides strategic guidance on business growth, mindset shifts, and delegation—all while building a supportive community of like-minded professionals.

This coaching program includes:

• Strategic goal setting to align your business with your personal life goals.
• Financial literacy to help you know your numbers and make informed decisions.
• Delegation frameworks to free up time and scale your business efficiently.
• Access to exclusive retreats and ongoing support from a creative community.

If you're ready to transform your creative business and take it to the next level, I encourage you to apply for The Big Leap today!

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Key Takeaways:

• Coaching brings clarity on where to focus your time and resources, allowing you to scale your business and reduce overwhelm.
• Knowing your numbers is crucial for making smart business decisions.
• Delegation is key to scaling a creative business—coaching can help you build the processes necessary for effective delegation.
• Coaching aligns your business with your life goals, ensuring you're not sacrificing personal fulfillment for professional success.

Ready to make The Big Leap? Apply for the next edition of my group coaching program here and take the first step toward transforming your business.

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Tags:

• Creative Business Coaching
• Scaling Freelance Business
• Delegation for Creatives
• Coaching for Lettering Artists
• Financial Management for Creatives

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

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In this episode of Open Studio, Martina Flor dives deep into what it truly means to run a successful creative business. Drawing from her own experiences as an award-winning lettering designer, she discusses the key elements that every creative business should have. From balancing work you love with a lifestyle that supports you, to attracting the right clients and systematizing your business processes, Martina offers invaluable insights for creatives at any stage of their career.

You'll discover:

• The six essential principles of a successful creative business.
• How to evaluate your current business practices.
• Tips to align your creative work with your life goals.
• The importance of consistently delivering your best work while providing a top-notch client experience.

Whether you’re a freelance illustrator, lettering artist, or creative professional, this episode provides a roadmap to assess and improve your business for long-term success.

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Special Announcement:
Doors are open! My Business Group Coaching Program for lettering artists and illustrators is now accepting applications. This transformative experience includes personalized coaching, retreats, and extended community access. Limited spots are available, so if you’re ready to take your creative business to the next level, apply now at martinaflor.com/coach.

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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In this episode of Open Studio, host Martina Flor dives into a crucial question every creative asks: How can I attract my dream clients? Whether you’re a Lettering artist, illustrator, or graphic designer, this episode is packed with actionable advice to help you draw in the right clients and land the assignments you’ve always dreamed of. 🎨💼

Key Highlights:

1. The Importance of Vision:
   • Discover why having a clear vision as a creative professional is the first step to attracting the right clients.
   • Learn how to define your dream clients and the kind of work you excel at, so you can align your projects with your passion and skills.
2. Delivering Great Work & Experience:
   • Martina explains why delivering exceptional creative work isn’t enough. It's about offering a full client experience, from communication to project management.
   • Learn how meeting deadlines, clear communication, and a seamless process can make you stand out and keep clients coming back.
3. Practical Steps to Attract Dream Clients:
   • Tips on positioning yourself to land meaningful, high-value projects.
   • Why freelancers should stop waiting for the right clients and take proactive steps to attract them.
4. Martina’s Free Workshop Announcement:
   • Martina is offering a free live workshop on October 8th that dives deeper into attracting dream clients and building a business you love.
   • Don’t miss out—sign up at martinaflor.com/workshop!

Key Takeaways:

• Vision & Strategy: To attract ideal clients, you must first know who they are and what you want to achieve with your work.
• Client Experience: From the first contact to the final invoice, delivering a great overall experience will set you apart from others.

If you're serious about leveling up your creative career and working with clients who value your skills, this episode is a must-listen. 🎧

👉 Join Martina’s free live training on October 8th at martinaflor.com/workshop. Sign up now to secure your spot!

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Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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In this episode of the Open Studio podcast, host Martina Flor delves into the mindsets that hold creatives back from truly thriving. As an award-winning lettering artist, Martina shares personal insights from her journey—highlighting the importance of mindset in shaping actions and, ultimately, success.

Martina opens the episode by discussing the impact of self-limiting thoughts, which often plague creatives, illustrators, and lettering artists. She emphasizes how these thoughts and beliefs affect not only actions but also the outcomes of creative careers. For example, beliefs like "I can't figure it out" or "If I build it, they will come" can be huge roadblocks.

Key Takeaways:

• The Power of Mindset: Martina explains that what you think and say to yourself directly influences how you act in your creative journey.
• Letting Go of Limiting Beliefs: Discover how to identify and shift five specific limiting mindsets that prevent creatives from reaching their full potential.
  • "If I Build It, They Will Come": Being passive doesn't lead to success. Martina stresses the importance of proactively seeking out clients and opportunities.
  • "I Can Figure It Out on My Own": While independence is a creative strength, seeking help from mentors, coaches, or creative communities can accelerate your growth.
  • "Business Isn't for Me": Many artists shy away from learning business skills, but mastering pricing, contracts, and marketing is crucial for long-term success.
  • "I Have to Work Hard to Make It": Martina challenges the hustle mentality, advocating for smarter, more focused work that prioritizes tasks with the most impact.
  • "I Don’t Care How Much I’m Paid": Knowing your worth and charging accordingly ensures that you can sustain your creative work long-term without burnout.

Martina also shares a personal anecdote about teaching her six-year-old son the importance of mindset—how believing in your ability to do something influences your willingness to even try. This serves as a relatable metaphor for all creatives who struggle with self-doubt.

Actionable Strategies:

• Shift your focus to business and marketing as vital parts of your creative toolkit.
• Surround yourself with a supportive community, mentors, or coaches to avoid the isolation of trying to figure everything out alone.
• Prioritize tasks that have the biggest impact on your business, allowing you to work smarter, not harder.
• Charge your worth—understand the value your work provides to clients and price it accordingly.

Join Martina in this thought-provoking discussion and learn how to free yourself from the mental blocks that are holding you back. Whether you're an aspiring illustrator, designer, or seasoned creative, this episode is filled with practical advice to help you take control of your creative career and thrive.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Get a copy from my new book here ➡️ https://www.martinaflor.com/makeit

This episode is an edit from my recent Live Event "MAKE IT", presenting my newest book about turning your creative skill into a business and thrive doing work you love.

There's never been a better moment to make a living with your creative skill, and in this workshop, you'll find out how. This isn't your typical book presentation—it's an educational workshop packed with surprises that will inspire and equip you to transform your passion into a thriving business.

What You'll Learn:
➵ Transition to Pro: Start generating income from your creative skills.
➵ Build a Standout Portfolio: Land your first client without cold calling.
➵ Create Your Dream Career: Make an impact with your creative work.
➵ Work for Dream Clients: Attract high-quality projects consistently.
➵ Reclaim Your Time: Manage your schedule and support your lifestyle.

Get a copy from my new book here ➡️ https://www.martinaflor.com/makeit

• Martina Flor's Website
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• Lettering Tips Newsletter

Support the Podcast:

• If you enjoyed this episode, please subscribe and leave a review on your favorite podcast platform. This helps others discover the show.

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