(Marketing Strategy)

Storytelling and Showmanship: How Memories and Experience are Created

The definition of showmanship is the art and science of persuasion. It’s the ability to capture an audience’s attention and hold it captive while delivering a message.

Ryan Chute
Ryan Chute
August 4, 2022
Storytelling and Showmanship: How Memories and Experience are Created

The definition of showmanship is the art and science of persuasion. It’s the ability to capture an audience’s attention and hold it captive while delivering a message. It’s a skill that you can apply in many different ways, from marketing and advertising to customer service and user experience.

Storytelling is one of the oldest and most effective forms of showmanship. By sharing stories, we can connect with others on a deeper level, create shared experiences, transfer information across generations, and build relationships. It could be a personal story about our lives or a brand story about how our products or services were used to defeat demons. Regardless, knowing how to tell a story has the power to engage and inspire people like nothing else.

There are certain elements that all significant types of stories have in common. They have a beginning, middle, and end. They have conflict and resolution. They have characters, the people that we can relate to and root for. Most importantly, they have a moral we can take away with us and subscribe to.

When creating a story, it’s essential to keep these elements of storytelling in mind. But it’s also important to remember that the best stories are those that are personal and authentic. The more real and relatable your story is, the more impact it will have on your audience.

So how can you tell a great story? Here are a few tips:

Storytelling _ Showmanship

Storytelling & Showmanship

Storytelling is a form of selling. It allows us to use the old and familiar as metaphors to help us determine the right course of action when facing the new and different. Choose the story, and you control the metaphor.

— Roy H. Williams

If storytelling is a form of selling, showmanship is the art of persuasion. It’s about creating an experience that is so compelling and immersive that your audience cannot help but be drawn in.

Showmanship and storytelling don’t change objective reality, but they do change perceptual reality.

— Roy H. Williams

Whether it’s a performance, a presentation, or just a conversation, showmanship and storytelling are about creating an experience. One that will stay with your audience long after the event is over.


Storytelling is the ancient art of using narratives to share experiences and traditions. It is a way of communication used since the dawn of humankind.

You can use storytelling for entertainment, edutainment, or persuasion. You see it with the magician, for example, when they give you the slow reveals. First, it’s the bunny rabbit out of the hat, and then it’s the beautiful assistant disappearing. And, finally, it’s the man behind the curtain who is really running the show.

What has happened here is that the magician has taken you on a journey. He made a creative experience for you that is memorable and meaningful. In other words, he has used his storytelling skills to create a lasting memory and impart knowledge or wisdom along the way.

That is what all great storytellers do. They take their audience on a journey, creating memories and experiences that are both enjoyable and enlightening.

The best stories are those that are rich in detail and sensory description. They transport us to another time and place and make us feel like we are part of the action.

Great storytellers are also master showmen. They know how to capture our attention and hold our interest. They know how to use humor, drama, and suspense to keep us engaged.

In recent years, storytelling has become increasingly popular as a marketing tool. Use marketing storytelling to connect with the customer experience on a deeper level and create an emotional connection. Wizard of Ads® has been developing this craft for over 35 years.

Use a marketing story to sell products and services, too. You can use storytelling in advertising to promote a brand or company or to raise awareness about an injustice in your industry you have chosen to correct.

However, stories are not just for marketers. Anyone who wants to communicate more effectively and connect with their audience on a deeper level can use a storytelling campaign.


Showmanship is the art of putting on a show. It’s about creating an experience that is entertaining and memorable. Showmanship can make even the most ordinary products and ideas seem exciting when done well. The zest and pizzazz can take a presentation from good to great.

Returning to the magician example: Showmanship is also about the man behind the curtain. It’s the art of creating the illusion. A good magician makes it look like he is doing the impossible and takes the ordinary and makes it extraordinary.

Like stories, showmanship can be used to sell products, promote ideas, or entertain an audience. And like stories, not everyone is a natural-born showman. But with a bit of practice, anyone can learn how to add a little extra flair to their presentations.

So how do you add showmanship to your storytelling? Here are a few tips:

  • Be passionate about your story. If you’re not excited about it, your audience won’t be either.
  • Use props and visuals to help bring your story to life.
  • Use your voice and body language to add drama and interest.
  • Do the unexpected. Delight comes from surprise. An unexpected twist or ending.
  • Practice, practice, practice! The more you do it, the better you’ll become at adding that extra spark to your stories.

You can use showmanship in sales and marketing and in any situation where you want to capture attention and make a lasting impression.

If you aren’t a showman or a storyteller, you’re still in good company. Wizard of Ads® can help you create the brand or marketing story you need to drive your user experience. Book a call.

How Memories and Experiences are Created

How Memories and Experiences are Created

A good story can make or break a product. It’s what sells the customer experience, and it’s what customers remember long after they’ve used your product.

That’s why storytelling in advertising and marketing is so important. A well-told story can make your product more relatable, human, and memorable.

It can also help you stand out from the competition. Your storytelling campaign will make your product different in a world where everyone is selling the same thing.

So how do you create a good story?

You could tell a story about how one of your customers had an impossible to find leak, only for you to use your special techniques to discover and fix the problem quickly. You could tell a story about how ridiculously salesy your competitors can be and how you send out your real Techs, not salespeople, to solve the problem the right way. Or you could tell the story about your JetBlaster 2000 blower door tester that helped Mrs. Customer reduce the size of her new system with proper insulation.

Be creative, be unique, and be memorable. Make sure it’s new, interesting, and different no matter what story you tell. Your customers will remember you for it. Marketing storytelling will have you standing 600 ft above your competition in no time.

As the great Roy H. Williams said, “Showmanship and Storytelling Don’t Change Objective Reality – They Change Perceptual Reality”.

The Proceedings of the National Academy of Sciences recently published a wine study. Researchers from the California Institute of Technology and Stanford’s business school found the pleasure we get from wine is proportional to its price.

The story you tell about the wine affects how it tastes.

— Roy H. Williams

The quote means that the more expensive the wine, the more we enjoy it – not because it’s necessarily better quality, but because our expectations are higher. We’re telling ourselves a story about how great it will be, and that story affects our perception.

Whisk(e)y Sommelier

An excellent example of the wine explanation above is the [whiskey sommelier]( short%2C a Whiskey Sommelier, any other reputable industry association.) marketing designation created by The Wizard Academy. Our whiskey sommelier courses are run by the same magic that makes people believe cheap wine is fancy.

I don’t claim to have any whiskey knowledge. In fact, none of the Wizards involved in The Whiskey Marketing School are in the whiskey industry. Yet our courses allow people to receive a level five whiskey sommelier with two years of classes. What would typically take many more years and much more experience can be learned in a short period by those with the aptitude for it.


We make the whiskey course seem more expensive by charging more. Our clients want to feel like they’re getting something valuable, so we give them a story to make them remember the experience.

The key is understanding how memories and experiences are created. It’s not just about the whiskey. It’s about the stories we tell ourselves and others about the whiskey. It’s about showmanship. It’s about making people believe they’re experiencing something special, even if it’s just a $20 bottle of bourbon.

What’s important is not what actually happened but what we remember happening. Our memories are shaped more by our expectations than by physical reality.

To learn more about how memories and experiences are created, check out our courses at The Whiskey Marketing School. We can teach you how to be a master storyteller and showman and create unforgettable experiences for your customers or clients.

Angel Skating™

Angel Skating™ is an organization whose mission is to popularize artistic roller skating through showmanship and storytelling. The goal is to teach skaters to use their art to the best of their abilities, to be in the Olympics of roller skating.

It was founded by Wizard of Ads™ Australia director Craig Arthur. His daughter was in the sport, and he thought it wasn’t packaged or promoted appropriately worldwide, which is why he founded the organization.

Showmanship and Storytelling– Packaging and Promotion

Showmanship and Storytelling– Packaging and Promotion

“_Packaging and promoting are just different names for showmanship and storytelling.
Angel Skating™ was born before the sun went down. An official logo, a cartoon character mascot, a series of domain names and the rules of advancement through a series of “elegance levels” were all agreed upon within 36 hours. It took all a Tour of Scotland and a comical comment from Indiana Beagle.
Showmanship and storytelling– packaging and promotion– are what_ whiskey tasting and roller skating have in common with what you _do.
And now you know what_ we _do._”
– Roy H. Williams

Now that you know what we do, do you need help with what you do? Particularly with your marketing or branding strategy for your home services business? Then book a call with Ryan Chute of Wizard of Ads® today.

(Origin Story)
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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