social media how toOne of the hallmarks of social media is content:  creating it, sharing it and engaging with it.

The best content in social media inspires, informs, educates or entertains (and if you’re really lucky, it does all four!).  But how do you create content that goes viral?

What follows are seven strategies you can employ to help your content succeed.

The idea for this post came from Jay Baer’s excellent article on creating reusable social media content, which defined how companies can generate more value by repurposing existing content.

Content Creation Is Easier Than Ever

With the growing number of social media tools coming online each day, creating content is easier than ever. You can grab a bunch of pictures from your camera and create an Animoto slideshow in just a few steps. You can also upload these pictures to Facebook and Twitter using sites like Twitpic or Tweetphoto. By adding captions and explanations, you help those in your network share the experience with you.

Will They Notice if You Create It?

Similarly, it’s reasonably easy to get started with blogging.  The challenge is, even though content is easy to produce (and a lot of people are actively creating it), how do you create powerful content that actually gets attention?

The answer to this lies at the intersection of neuroscience, individual psychology and group dynamics. Here’s a bit more detail.

#1: The Cocktail Party Phenomenon

In terms of neuroscience, there are a few concepts you need to know. The first is the reticular activating system (RAS). The RAS is one of the structures in the brain responsible for orientation and attention. Most commonly, the RAS is associated with the concept of selective attention, which means that we naturally orient to information or ideas that we are invested in.

An example of the RAS at work would be in a crowded room where you can’t hear much of anything, but you suddenly turn to someone who has just used your name in conversation. As our names are one thing we are clearly interested and invested in, we naturally focus more fully when someone mentions us.

One strategy is to create content that is relevant and meaningful. Sounds obvious, right?

But the trick is that it needs to be relevant, meaningful and usable. Adult learning theory says that adults are much more interested in content that addresses a specific problem they are having right now. If you want your social media content to stand out, don’t be afraid to get specific and target your audience very tightly. The more relevant your content is to a specific group of people, the greater attention it will receive.

For example, let’s say that you’re a time management expert. You have productivity tips that would help everyone, but you’ll get more attention and notice if you target the tips to a specific group, such as “time management for working Moms.”

#2: More Formats: Better Learning

The second concept related to neuroscience is the idea of assisting people to interact with your content in multiple ways. The concept of “multimodal learning” explains that people are more likely to learn and retain information when it is presented in multiple modalities such as written (visual) and aural (auditory) at the same time. Your content will get more attention if you offer people multiple formats by which they can consume it.

Edgar Dale’s Cone of Learning demonstrates this concept well:

#3: Emotional Narratives Are Remembered Best

As we turn to human psychology, we can find a few ideas that are useful in terms of content creation. First, remember that people tend to respond more strongly to stories and to find meaning in narrative. To the extent that your content is logically presented, sequential, easy to follow and includes emotional elements, your audience will pay more attention. Use stories in your marketing to make it more relevant and personal.

For example, when sharing content on social sites, include case studies and examples of how your concepts or ideas were applied successfully with good results. People remember narratives better than a series of facts.

#4: Familiarity Fosters Likeability

Another concept from human psychology comes from Swap (1977), who found that familiarity fosters likeability. The findings of this study suggest that the more exposure we have to someone, the more we are predisposed to like them, especially when we feel they are giving us value or rewards. For your content, this means you should syndicate your content widely and be out in front of your target audience every chance you get. As people see you “everywhere,” they start to pay more attention. And as they pay more attention, you become more familiar. And as you become more familiar, they like you more. We all are more inclined to do business with people we know and like.

#5: People Want Shortcuts

A third concept from human psychology that we can apply is the idea that people want shortcuts to help them make good decisions. As Barry Schwartz points out in his book, The Paradox of Choice, we all want lots of options—but, paradoxically, the more options we have, the less able we are to decide. This means, as a marketer, your content has to filter, not aggregate.

While people do appreciate resource lists, and you should use these in your marketing, it’s also important to include some suggestions and ideas for how people can benefit from these resource lists. Guide your visitors to make good decisions, filtered through your expertise. This is a powerful content—and persuasion—strategy.

#6: People Take Advice From People They Don’t Even Know

Turning now to group dynamics, let’s talk a bit about social decision-making and the value of social proof. Social decision-making is a term used to describe the idea that we are looking for ways to make good decisions without extraordinary effort. One way we do this is by asking questions of our social group. Sites like (and other review sites) tap into the wisdom of the crowds, to help you make a better decision about where to eat and where to shop.

A study completed in 2008 by Jupiter Research found that 50% of people consulted a blog before making a purchase. This means that we are basing our purchasing decisions on the wisdom of the group and can be influenced by people we have never met and hardly know. This growing focus on social decision-making has an important implication for you. You must position yourself as an expert resource for your clients. When you do this effectively, clients are more likely to trust, and act on, your recommendations. When your potential clients are ready to make a buying decision, you want them to think of you as the best solution.

#7: Engage, Captain!

As a content creator, it’s important to seek out comments and feedback from your audience, because not only do you connect with them more deeply, but you also start building your group of true supporters. These true supporters will look to you for guidance, information and assistance in making crucial decisions. As you gather more true supporters, your status grows. And, as your status grows, people are naturally more willing to listen to what you say and act on your suggestions.

So your content is powerful when it moves people to take action for personally positive results. Social proof is activated when others start talking about you, and sharing positive experiences with you. This naturally builds your credibility and visibility, and makes it more likely that people will pay attention to you and your content.

Putting it all Together

So as you focus on building content, keep in mind that it should:

  • Be relevant, targeted, and usable
  • Be offered in multiple formats
  • Use stories and sequencing to appeal to emotions and logic
  • Be consistently delivered
  • Guide your visitors to make the best decisions for them
  • Focus on building your true base of fans
  • Move people to personally positive results

When you use these principles in your social media marketing, you’ll be benefiting from the convergence of neuroscience, human psychology and group dynamics, which will call attention to your content. And getting attention is the first step to making anything happen.

What about you? What powerful content creation strategies do you use? Let me know what you think in the box below.

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  • Excellent article, Im a huge fan of Daniel Goleman, Bob Cialdini, and others…AND the book you mentioned (the paradox of choice) is an excellent read.

    In one of my posts I use Maslow’s Hierarchy of Needs to postulate on the viral stickiness of certain types of content. Not surprisingly, the content that goes viral fits on the 6th (hidden 🙂 level of Maslow’s Hierarchy. The Self Transcendence.

    My point was that the viral predictability of a video is inversely proportional to the self-interest of the creator. You can read more at

    Thanks again for a great primer or a reminder, I guess it depends on one’s background 🙂

  • Hi Dr Jain. This is probably one of the more in-depth and educational articles on Social Media I have read.

    Really worth taking notes of this article if you want to educate your self on Social Media. For me this added some new valuable perspective to adapt.

    Thanks 🙂

    Cheers.. Are

  • Hi Rachna,

    I agree with the other comments, this is an excellent article. It really makes me think about the content I’m creating and what I should do to make it readable and valuable so my target audience to keeps coming back for more.

    Since taking the excellent class, “From Platform to Profit,” that you taught with Denise Wakeman, I’ve stated to deliver my content not just in writing but also via audio and am adding to my video channel.

    Thanks for your insights and information.


  • Excellent blend of psychology and social media! So many helpful tips!

    I use a mix of content strategies to syndicate my content. And like you said about “Familiarity Fosters Likability” it also helps to see syndication and content seeding as a test, too. Because we need to test which groups respond in which content *before* we need them to respond the content we spent so much time creating. That said, it’s wise to create a funnel for testing and make testing a regular part of your social content plan.

    Using video is also a great way to create familiarity because it lets you directly show “the human” behind the content. And it’s that personal connection that people inherently gravitate to.

    This approach has worked very well on my blog and with live music fans because I’m constantly learning how and why my audience responds to certain posts and topics. Mixing testing and tweaking with occasional video posts also helps me to avoid hiding behind my blog or shooting in the dark when writing a post. When I know what my audience wants or generally gravitates too, I can tweak my content to make it more relevant and helpful to them.

    Thanks again for a great post Rachna ; )

  • Really, this is an awesome breakdown of the whole game. My biggest challenge is making more of content available on other platforms. For example, I could do more screencasts; many of my articles are amenable to such simple video.

    I’m extracting these points over to Amplify!

  • Great! Thank you for sharing your great thoughts about social media. This is a very helpful article which is full of essence.

  • Great stuff! We notice the more emotional the post – the more comments we get.

  • Thank you! I needed the reminder about the “cone of learning.” I need to implement more video/audio to help convey many of my topics. I can connect emotionally with my audience; however, I need to get outside of that comfort zone and try new avenues. Very helpful!

  • Dino,
    I really liked your idea of using Maslow’s Hierachy as a model for defining stickiness of content. That’s really cool. I do agree that virality does seem to have some inverse relationship to self promotion. I think that’s a good model for most of social media.
    Appreciate your comments and feedback, thank you!

  • joedindo

    Thank you for this awesome article on social media

  • Are,
    thanks so much- I’m glad you got value. There is a lot to be gained from knowing more about human behavior and psychology! Thanks for taking the time to comment. 🙂

  • Sharon,
    yes! It is so key to be thoughtful about the content you create. It’s one of the best ways to generate top of mind awareness with those you most want to influence. You were an awesome addition to the From Platform to Profit class, and I’ve been excited to see your additional methods of content delivery!

  • Chris,
    I totally agree with you, and appreciate you adding your thoughts here. It is vital, as you pointed out, to track what kind of response your content receives. Like most things, if you get a good response, you should keep doing more of it. 🙂 It’s very strategic to think of syndication as a seeding or test strategy. Sometimes you start by throwing out a lot to see if it works, but then, eventually, should be able to refine your message and marketing more fully.

  • Dave,
    Thank you! I’m glad you liked it. I can help you with some ideas for making your content available on other platforms- it can be reasonably quick and easy if you put together a system. Let me know when/if you want to talk further about this.

  • Claudia, that was great to read. Thank you!

  • Definitely true. My belief is that we’re all looking to experience feelings and be connected to in some way. Emotions engage more parts of the brain than straight facts; the deeper people are thinking about your content, the more they are engaging with it and likely to remember it.

  • Amber,
    Yes! Adding audio and video can help you more fully engage your target audience and make you more memorable to them. As with any new avenue, start small, and jump through your comfort zone as fast as possible. 🙂

  • You are very welcome Rachna,

    Poor Maslow, I’ve pilfered his model so many times…for explaining why people ride motorcycles, to social media, to spirituality and altruism , and so on and so on…

    I appreciate good folks at SME for bringing innovative and interesting guest bloggers to write these amazing posts. thnx again

  • TisaYonts

    Thank You Rachna,
    Very helpful!

  • leilanihaywood

    Great article Rachna. Another key is feedback and facilitating comments / posts for content. I have a friend who is a travel insurance expert. He blogs regularly but has not had one single comment on his blog. He’s okay with that since he’s sought out by media when they need a comment on travel insurance. I think their are huge lost opportunities if we don’t think through the component of community building via blogging, etc. I like what you said about the more people that comment, the more elevated you are as an expert. I’m sending this to him.

  • A great idea, I think if can be extended out, it would be good

  • Rachna,

    Great post. I appreciate learning the research behind some of this. But even more so, when there is such a push to produce more, this post presents some good ideas for producing more richness and using content in multiple ways for larger effects.


  • Awesome post!

  • Karen Bystrom

    Actually great points to remember in all of marketing, not just social media.

  • whistlerheather

    If life is Psychological – it makes sense to tackle the “Social” component of marketing with Psycology… Still it will take time to understand the dynamics..

  • Good article Rachna. Especially like that you summarised it well. And agree that these strategies are useful in all our marketing and even presentations.

  • I’ve been looking for more tips and this is really helpful and concise. The cone of learning is a great way to visualize things.

  • jennifershryock

    Rachna, Thanks for this informative article. I was especially interested in the Cone of Learning and how we retain information. Based on your article, it is obviously best when we can use a variety of media to convey our message. These strategies are applicable to so many forms of communication. Thanks!

    It seems that when we are limited to the written word, as in a cover letter and resume, we need to do our best to convey ourselves personally (professionally appropriate, of course) and tell a story that the reader can relate to an image, story, or memory trigger.

  • Ian

    Great article! It really is hard to predict, and even harder to attempt to create something that will go viral. I really agree with the multimodel learning point. Watching the success of YouTube and other social networking sites in creating overnight viral content. People do learn by experiencing multiple formats, and internet content reflect this fact.

  • reddel

    Terrific insights Dr. Jain. I’ll definitely implement your theories into my future presentations and share this article with students and client. Thanks for posting.

  • briancurrin

    Thank you, thank you, thank you … wonderful resource for myself and for helping my clients.

  • great article!! very informative and useful…I am going to start implementing these right away!

  • This has been very helpful and educational to read and I very much appreciate it. I just hope I remember more than 10% of it in two weeks time.

  • alvarogregori

    Great post, but just one point: your Dale’s Pyramid is the “fake version”.

    “Dale included no numbers in his model and there was no research used to generate it. In fact, Dale warned his readers not to take the model too literally”.

    While the hoax doesn’t invalidate the idea, there’s no scientific evidence supporting such rounded percentages. I was fooled too some years ago:

    Just a minor issue in a great post.

  • I agree with most of the comments that have been posted on this great article, especially with @reddel because “TERRIFIC article” also came to mind after I finished reading it. The insight is amazing and the way in which such a complex and difficult to understand subject has been put in the article makes the post totally worth reading. And it is true that even if we don’t have philologically knowledge, we tend to convey the messages online in a way that makes it more attractive and catchy. So we are all part of that game.
    Thanks for sharing.

  • Some great tips/techniques for more effective engagement . It’s a fact people buy people so anyone looking to attract a following needs to be get clear and specific about who they really want to attract…..from personal experience I’m getting far greater clarity here. I love authenticity and I guess this is all about the psychology of showing who you really are and thus connecting wholeheartedly with other like minds. Personally I love stories for conveying a message so will attempt to focus more on this as a result of reading this!

  • Allen Mireles

    Rachna, such an excellent post. Your inclusion of neuroscience and sociological information to explain, not only why we do what we do, but how we can improve the way we are generating content and interacting with others, is not only helpful but will serve as a valuable tool going forward. Thanks (again).

  • Joe, and thank you for letting me know you liked it! 🙂

  • Tisa, thank you!

  • Leilani,
    I agree- facilitating comments is an important process. The thing to remember though is that most of the internet, right now, is made up of people defined as spectators- where they will read or consume your content, but not necessarily interact with it. I think we should all try to activate comments, of course, but then can also realize that people can still be paying attention even if they aren’t saying anything. Thanks for taking the time to share your insights, and for passing the article on. I truly appreciate both.

  • Sopia,
    thanks- I may extend in future articles- there were space considerations for this one. 🙂

  • Sarah,
    I very much liked what you wrote about harnessing richness and getting larger effects. I think that’s exactly right. It can sometimes be overwhelming to continually produce new content; most of us can get much better use from content we already have. I suggest often that we spend about 25% of our time in new content creation, and 75% of our time promoting and repurposing content we’ve already created. Thank you for your ideas.

  • Kathy, thank you!

  • Karen,
    Thank you- I definitely agree. 🙂

  • It will take some time to understand the dynamics. Already, social media is shifting psychology, and vice versa- will be interesting to see how both spaces continue to evolve. Thanks for taking a minute to post.

  • Jenni,
    Appreciate your input. As you pointed out, I do think these strategies work well for all of marketing and presentations too!

  • Thank you, glad you got value.

  • Jennifer,
    I’m glad you found value in the cone of learning- it’s a good model to remember. Yes, the ultimate goal is to use many methods to convey our message- because you never know which will drive response, and sometimes people need to receive the message multiple ways in order to truly grasp it. I think in a cover letter/resume situation, you can use images, emotions, to help bolster your application. Thanks for your valuable insights!

  • Ian,
    yes- virality is difficult to predict. But I do believe that examining what content goes viral can offer important clues to what it takes to go viral. Thanks for your comments!

  • Thank you so much for letting me know and passing this on. I appreciate both!

  • Brian, thank you very much!

  • Perfect! Putting it into action is one of the best ways to know it. 🙂

  • Stephen,
    that made me laugh. I hope so too! 🙂

  • Thanks for the links. It would be difficult to presume rounded percentages would actually apply in any situation related to the brain/learning, and I appreciate you noting this fact. I think the model does allow a generalized understanding of what’s going on, as long as we understand that the numbers aren’t 100% true, but more representational. Appreciate your comments, thank you!

  • Julia,
    Thank you- and I agree, even if we don’t have the philosophical knowledge, most of us can continually improve upon our capacity to convey our ideas in a way that makes people pay attention. Thank you!

  • Kath,
    Agreed- clarity, specificity, and authenticity go a long way to generating long term relationships, both online and offline. Appreciate you taking a minute to read and comment. 🙂

  • Allen,
    Thank you very much, and thanks again for sharing it with your networks. I deeply appreciate your support.

  • Georgia M.

    I have only one thing to say… Your replies/follow-up comments seem like a very genuine, positive spirited and helpful person. You have personally responded to everyone that’s posted a comment in a kind manner. I loved the article. Very insightful. I retweeted it too. Great job! I hope you have a lovely afternoon.

  • Barbara M

    Great post, thanks. Would I be able to use this as a powerpoint presentation to a group?

  • Peter Risman

    OUTSTANDING!! What a unique approach to social media!

    There are too many gems to notate – I am bookmarking the page!

  • Georgia,
    Thank you- I do try to demonstrate genuineness and a positive spirit. It’s much better than the alternatives. 🙂 Thank you for commenting and for sharing the article. I hope you have a lovely day as well.

  • Barbara,
    I’m flattered that you’d consider this- but I’d have to know more about your requested use to say one way or the other. I’ve had several experiences where people have used my content without my consent, and have sold it for profit. I’m sure that’s not what you’re planning to do, but if you want to discuss how to use some of my content in your presentation, feel free to contact me through my website and we can see if there is a solution that works well for both of us. Thanks!

  • Peter,
    thank you so much! Bookmarks are always welcome! 🙂

  • I believe that #5 is extremely relevant. Especially with Follow Friday on Twitter. There are so many lists and options of people that we “ought to follow” that it becomes too overwhelming. Drew Hawkins has posted on his blog “Brain Wads” on how he plans to feature just one person a Friday and why people should keep up with them. This will give his readers variety in the fact that he will do more than one of these but keep things simple at the same time by only featuring one person at a time

  • What a fascinating article. I am a huge psychology buff by preference and a marketer by trade. Combining the two is what I love to do. The irony is that today I wrote a review for a Forrester report about “Social Technographics” that basically track online social behavior. Naturally a huge component of that is having the right content presented in a manner in which excites your users. Having the psychological aspects intertwined with marketing gut instincts helps us better serve our customers. (I have to admit that I am especially enthralled by the bolded text.)


  • Great article Rachna. I also like the thought that most people reading posts on the internet are spectators rather than ‘engagers’. Difficult to measure who is doing what though, as plenty of spectators may engage (by purchasing something) at a later date, particularly if they view the author as an expert in that particular area.

  • I love the cone. I guess it means videos make great content.

  • susanyoung

    This is one of the best and most insightful pieces I have seen recently. The filter, cone and RAS (I’m certified in NLP and have studied Paul Thomas-PsychoCybernetics, etc) —wonderful information. Your tips will be an important resource for me as I continue to develop content and help others. Thank you!

  • Hi Rachna,

    thanks for the inspiring article.

    Looking at the pyramid – which I wouldn’t connect to maslow BTW – I recognize myself: not only do I have to talk about the things that are on my mind with my friends, but these are in general the things that I keep being related to on the long term. I have to agree with Confucius ;-).

    RAS is one of those things that seem quite natural – you relate to and focus on things that you yourself are related to, even through noise. That would mean that in the information you spread online will find their audience.

    Since there’s so much information noise out there, you have to find means of helping your content reach its audience, and this post really helps you doing so.



  • This is an absolutely fantastic article, Rachna. Would love to have you on my show via Skype to discuss. Our community will LOVE it.

  • Yes thank you so much for posting this. I have read a lot of hot air about social media but the information that you have provided here really moves things forward in a positive way. Time to go back to college and study sociology methinks!

  • Thank you for including that “Cone of Learning”! Its brilliant! And as someone who recognizes that I retain information I’ve acquired as a direct result of a conversation or my research I make it a point to constantly look things up! I’m always trying to verifying that new information I’ve come across is accurate or find out the nuances of a statement I’ve just heard. This is a great article!

  • Yes! It is definitely important to do whatever we can (individually and collectively) to try and make it easy for our followers/friends/visitors to take the action we want them to take. It can be overwhelming to try and manage the inflow of information otherwise. Thank you for the input on Drew Hawkins- I will check his blog out. I also appreciate you taking the time to add your thoughts here.

  • Olga,
    Thank you! It sounds like we have a lot in common in our love for psychology and marketing. Great to meet and connect with you here. Thank you for taking the time to comment. I must admit I liked the bolded text too! 🙂

  • Rob,
    Yes- the current Social Technographics profile suggests that a high percentage of online visitors remain spectators rather than engagers. It is definitely true that spectators may turn into buyers at a later date; this is why its sometimes difficult to track social media ROI, because there can be a timeshift or delay between call to action and response. Thanks for reading and commenting!

  • Ellie,
    Yes! The cone of learning is a pretty handy way to present the ideas. And yes, you’re absolutely right- videos engage multiple levels of learning, both directly and indirectly, so they are a strong component of successful marketing efforts. Thanks for your insight.

  • Susan,
    Thank you. I’m so glad that you found the information useful, and am thrilled that you plan to use and apply the ideas in your work. I appreciate your praise; inspires me to keep writing! 🙂

  • Thank you for your comments. The pyramid doesn’t relate to Maslow, I don’t believe, so it’s good, I think, that you couldn’t find the connection. 🙂 Definitely- we all are naturally oriented to focus on what is relevant and meaningful to us, and understanding how the RAS functions can be helpful in determining how to best present our content so it gets noticed. Appreciate your reading and taking the time to contribute. Thank you!

  • Thank you, I’m glad it was helpful!

  • Stacy,
    Thank you so much. I’m glad you enjoyed it. I’m much like you- always looking things up. See you on Google! 🙂

  • Hi!cthanks so much- I’m glad you got value. There is a lot to be gained from knowing more about human behavior and psychology!
    Flash Designers UK

  • cool

  • David,
    Thank you + sorry for the delay in responding- I missed this somehow last week when it came in. I would be glad to be on your show. You can reach me through my website ( if you’re still interested in setting something up. Thanks!

  • Thank you for referring Animoto. It is an awesome tool for creating videos.

  • Steveburner

    Great! What a unique approach to social media!There are too many gems to notate – I am bookmarking the page!
    Hair Conditioners,

  • AndreaM

    I love the Animoto option. I made a 30 second video in about 5 minutes from log in to upload to my site.
    Here it is:

  • I love the cone. I guess it means videos make great content.

  • sudip

    great article and the best thing abt it is —- U practice what u teach….hardly do u get to see a personal reply from the author for the comments.
    if do get some time ,please throw some light on left/right brain impact on social media behavior


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  • mikemorrison1

    Oh dear, disappointing

    On the surface a great article, but when something like the dale “cone of experience” research is so badly used and referenced, how can the rest of the article be trusted?

    There are too many “academics” that trust other academics and as a result do not undertake real research for themselves. Dales research was very specific, and this is so far away from the research that it is not valid.

    I just wish that anyone “quoting” psychology research actually did some research to help stop these myths rather than perpetuate them.

  • mikemorrison1

    Stacy – it may appear brilliant – but its a myth – sorry!

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  • Xoasapara

    Thanks a lot! I’m a student at College looking to take psychology for A-level, and after reading this you have persuaded me to do it, the article was fascinating!

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  • At #6 – This phenomena may be called “peer agreement.” There is even such an option at Proz to choose the most helpful answer to your translation inquiry. I’m not questioning this type of chosing or advising, but it means that if more unskilled translators express their opinions, it’s very likely that unprofessional, wrong version will be voted and accepted by the asker.

  • At #6 – This phenomena may be called “peer agreement.” There is even such an option at Proz to choose the most helpful answer to your translation inquiry. I’m not questioning this type of chosing or advising, but it means that if more unskilled translators express their opinions, it’s very likely that unprofessional, wrong version will be voted and accepted by the asker.

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  • Plumber Burbank

    I really liked your idea of using in your blog. I appreciate understanding the research regarding some of these. Thank you for your valuable discussion on this great topic.

  • These are great tips, Dr. Jain. I Look forward to putting them into action!