(Marketing Strategy)

Google Business Profile (GBP): Frequently Asked Questions

Ryan Chute
Ryan Chute
May 13, 2022
Google Business Profile (GBP): Frequently Asked Questions

As a titan that dominates the world of search, Google is also well-known among businesses for its useful Google Business Profile, formerly known as Google My Business (GMB). Although many brands big and small are leveraging this powerful marketing tool, there are still some that have yet to create or claim their business listing. Whether it's due to not knowing how it works or just not fully grasping how to properly optimize their business for maximum exposure and visibility, businesses are missing out on one of the most effective marketing opportunities available today. If you're a business owner looking to take your digital presence to the next level, then it's time for you optimize and actively manage your Google Business Profile. With this quick guide, we'll answer all of the most common questions business owners have about Google My Business, so you can start taking advantage of everything this powerful tool has to offer.

Google Business Profile (GBP)

Google Business Profile (GBP) is a free directory listing tool offered by Google that allows businesses to create and manage their online presence across Google's platforms, including search results, maps, and more.

  • What Does Google Business Profile Do?

Using Google Business Profile, businesses can easily build their online presence by adding information about their products or services, uploading images and videos, creating post updates, responding to reviews from customers, optimizing their website for visibility in search engines, and much more.

  • Why did Google Business Profile Change It’s Name?

Google Business Profile used to be called "Google My Business". The platform was rebranded to better reflect the fact that your profile is what appears on Google when people search for your business. Want to learn how to master Google Business Profile? At Wizard of Ads™, we help residential home service businesses build a powerful, persuasive online presence that enchants their target audience. Book a call with us today to make your brand the tried and true Goliath of your industry.

GBP Frequently Asked Questions (FAQs)

GBP Frequently Asked Questions (FAQs)

We get it, Google Business Profile has a lot going on. There's a lot to learn before you dive right in. Let's take it a step at a time by answering some frequently asked questions.

What’s a Business Profile?

A Google Business Profile is a free directory that allows you to choose how you appear on Google Search and Maps. On your profile, you can connect with customers, post updates and information about your products and services, accept online orders directly through your profile, and more — all for free.

How do I manage my Google Business Profile after I sign up?

After you sign up for a Google Business Profile, you can manage your profile directly from Google Search or Maps. To do this, simply search for “my business” or enter your business name. You can also go to your Google Business Profile login to access this. Once you're signed in, you'll be able to edit your Business Profile and add information like your business hours, description, contact information, and photos.

Do I need to download the Google Business Profile app to create and manage my profile?

You don't need to download the Google Business Profile app to create and manage your profile — you can do it directly from Google Search and Maps, or sign in on the Google Business Profile website. However, the app can be handy if you want to manage your profile on the go.

My business doesn’t have a storefront. Can I still have a Business Profile?

Yes, you can have a profile on Google Business Profile even if your business doesn't have a physical storefront or address. This is true whether you are a service-area business that visits customers at their locations, or a hybrid business that serves customers both at your location and directly at their own homes or businesses. Whether you are a local business that relies on in-person visits with customers to get the job done, or you are a service provider who travels directly to your customers' locations, having a Google Business Profile is an important tool for connecting with potential customers and building your brand.

Should I create a Google Business Profile if I already have a website?

Yes. If you already have a website for your business, having a free Business Profile on Google can be a great way to add more visibility and boost your online presence. These profiles provide additional information about your business that helps potential customers find you and learn more about what you offer. They also allow you to connect directly with existing customers by sharing updates and special offers through your profile.

Why do I need to verify my business_

How do I verify my business?

There are a few different ways you can verify your business with Google. The most common methods are via phone, SMS, or postcard. To verify your business by phone, Google will call the number listed for your business and give you a verification code to enter online. To verify by SMS, you'll receive a text message to your business phone with a verification code to enter online. Lastly, to verify via postcard, Google will send a physical postcard with a verification code to the address listed for your business. Note, this is different than verifying your Google Local Service Ads (LSA) account. For this, you will need to go through a more intensive assessment of your business here.

Why do I need to verify my business?

Verifying your business allows us to confirm that you are the rightful owner, giving you the authority and permission to manage your business profile. Security is important, and you want to make sure that only you or your authorized managers are making updates to your profile. Verification is an important step in maintaining the integrity of your Google Business listings and ensuring that they are accurately represented.

I have a physical storefront but I also offer online services. How do I show this on my profile?

If you offer both in-person and online services, you can show this on your Google Business Profile using attributes. Google Business Profile offers a variety of attributes that businesses can use to indicate what they offer. To add or edit attributes for your business, sign in to your Google Business Profile account and click on the “Info” tab.

Can I respond to customer reviews on my Google Business Profile?

Yes, you can respond to customer reviews on your Business Profile. When you reply to a review, your response will appear below your customer's review on Google Search and Maps, where it will be labeled as a "Response from the owner".

Can I set hours on my profile for specific services?

Yes. This is useful if your business provides different services at different times (e.g. senior hours, delivery, takeout). To do this, go to your profile and select the "More hours" option.

How do I add and edit my business attributes to show the services I offer?

Adding and editing business attributes is an important part of letting customers know the services you offer, such as delivery or pickup. To do this, you can use attributes like "HVAC", "Plumbing", or "Remodeling". Additionally, you may want to let customers know about any safety precautions your business has implemented, such as "Mask required" or "Staff gets temperature checks". To add or edit your business attributes, you will first need to log in to your account on the business portal. From there, you can click on the "Attributes" tab and select the type of attribute that you want to add or edit.

How do I update my menu?

If you want to update your menu, sign-in to your Google Business Profile and click on the "Menu" link on the left side of the screen. Here, you can edit or add new items to your menu, making changes based on any recent changes — whether it's due to seasonal changes or special promotions in your offerings that you may want to highlight to attract customers.

Can I only update my Business Profile using Google My Business?

No. Now, you can update your Google Business Profile direct from both Google Search and Google Maps. To start, simply sign in with the Google Account you used to verify your business. On Google Maps, tap on your profile picture that can be found in the top right corner of the mobile app. Select “Your Business Profile" and then from there, you'll get access to these tools. To update your Business Profile on Google Search, look up your business name or search “my business" and then you'll be able to make any necessary changes.

What’s the difference between a Business Profile and Google Places for Business, Google Business Profile, Google Listings, or Google+ Business Pages?

Google Places for Business was a previous version of this product that is no longer available. If you had a Google Places for Business, Google Listings, or a Google+ account, it has now been replaced by Google Business Profile. If you have any of these old icons or links on your current website, be sure to update them today.

Does Google have featured partners that help manage Business Profiles_

Does Google have featured partners that help manage Business Profiles?

Yes. Google has partnered with several businesses to help manage and optimize Business Profiles on our platform. These partners are part of our Featured Partners Program, which highlights the valuable services they provide to the broader Google Business Profile community. Whether you need help creating and optimizing your profile, managing customer reviews, or driving more traffic to your website, there is a Google Partner that can help you achieve your business goals.

What other tools does Google have to help small business owners grow?

Google offers a variety of tools to help you get ahead, including My Google Reviews, the Google Speed Test, and Google Ads. Whether you're looking for tailored advice or improved workflow, Google Business Profiles' tools are designed to give your business the boost it needs to thrive.

How else can I reach more customers?

There are several ways to reach more customers, and using Google Ads is one of them. Google Ads can be extremely effective in driving people to your business, no matter what you're selling. You can also reach customers through the reviews Google My Business collects. Use your reviews as a way to show potential customers what your business is all about and what others think of your products or services. Better yet, reply to your reviews, positive and negative to show that you're engaged with your customers and are always looking to improve your business.

Get the Internet “Wizdom” You Need to Succeed

If you're feeling a little lost in the digital age, don't worry. You're not alone. Many business owners are still trying to find their footing in this new online world. But it's important to remember that as technology evolves, so do your customers. They are no longer bound by geographical borders and they expect businesses to be available to them when and where they want them. That's why platforms like Google Business Profile have become so popular; they give consumers the ability to connect with businesses on their own terms. And as a business owner, it's up to you to make sure your website and all of your online profiles are updated and accurate. With enough internet “wizdom”, an influential brand, and your commitment to providing an outstanding customer experience, you're business will be unstoppable. However, if you need some extra guidance, look no further than Wizard of Ads®. We can help get your business on the right track with our suite of digital marketing services that are designed specifically for businesses like yours. Book a call with us today to make marketing magic!

(Google Business Profile)
(Lead Generation)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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