Hi there, earlier than I get started this Viral Release overview, please take a minute to learn my tremendous attention-grabbing (no longer in point of fact) tale about the usage of Viral Release’s product release provider.
I made dozens of gross sales, were given a number of opinions, and jumped greater than 6 pages in Amazon ratings in a few week.
However there are a ton of main problems with Viral Release that in point of fact irk me, together with traumatic hidden charges. You wish to have to grasp all of this earlier than you whip out that Visa and decide to construction/working a trade with it.
On this Viral Release overview, I’ll duvet the whole thing about launches, key options, pricing, my reports, and my non-public suggestions for different products and services that could be higher for you (relying on the place you’re on your FBA adventure).
Simply pay attention me out first…
Viral Release Assessment: Did I Truly Promote 50+ Gadgets in 6 Days?
I were given began in FBA years in the past.
My first product? It was once within the out of doors/way of life area of interest and absolute best for guys ages 25-40 (my preferrred target market, IMO).
“I flipped a web site for six figures when I used to be 17, and ran an company earlier than I may vote. I’m going to CRUSH FBA, and nobody can prevent me.”
After all, I blamed everybody EXCEPT MYSELF for the failure. The product sucked, the purchasers sucked, Jungle Scout sucked—you know the way it is going.
Right here’s a TL;DR of what took place…
I discovered this superior product with respectable call for and enormous margins. And no one purchased it.
My drawback wasn’t the product I used to be promoting, it was once that no one noticed the product I used to be promoting.
After 6 months, I had nearly no opinions, no pace, no not anything. I couldn’t get unstuck from Web page 5.
I simply gave up. Again to the planning stage.
That’s how I finished up the usage of Viral Release for the primary time.
I used to be B****ing to a chum when he informed me to do a product release the place I introduced merchandise at 90% off.
Why didn’t I recall to mind that?
So, for my subsequent product, I ran a release the place I aimed to promote 250 devices at a MASSIVE bargain (about $2 down from $20). That’s how I’d get pace, opinions, higher ratings, and a few of my a reimbursement from buying merchandise.
I hate to sound dramatic, however I used to be floored by means of what took place.
Through Day 6, I’d bought about 60 devices, were given 5 new opinions, and jumped from Web page 10 to PAGE 3.
It’s in point of fact wonderful in the event you consider it. I were given additional in 6 days with Viral Release than I did in 6 months alone. And it most effective value me $200 for the provider (plus product prices, clearly).
So, whilst I didn’t come any place just about the ~250 devices I’d sought after to promote, it was once nonetheless unbelievable cost for cash.
Amazon is simply too aggressive now. With no reliable product release, you gained’t get any place. Chances are you’ll as neatly surrender.
For $200, I:
- Made 60 gross sales in not up to every week
- Leap greater than 6 pages in ratings (which were given me much more perspectives and clicks)
- Were given a number of significant opinions
All of this snowballed into higher ratings, extra gross sales, extra opinions, and so forth. So, for $200, I principally introduced a a hit trade.
Should you’re asking me if Viral Release is worthwhile for launching merchandise, then YES, it 100% is. Should you’re asking if it’s excellent for the whole thing else. Neatly, that’s a unique tale.
Let’s get again to this Viral Release overview.
Viral Release Assessment Fast Verdict: Does Viral Release Paintings? Is it Price it?
Is Viral Release value it for product launches?
Sure, Viral Release is a forged, very inexpensive release provider that can lend a hand get your product off the bottom and lead to:
- Greater gross sales pace
- Extra buyer opinions from scratch
- Higher ratings
$200 to skip the entire onerous, sluggish, mindlessly uninteresting child steps that purpose maximum shops to fail. That’s not anything.
$200 will get you:
- Get admission to to 350,000 consumers (although I’ve my doubts)
- Useful release guides
- Granular stats to higher perceive your release (and long term ones)
- Uncapped coupons
Right here’s the caveat…
My first Viral Release product giveaway didn’t hit any place close to its goal. I finished up doing about 60% of what I’d was hoping. That’s why I doubt Viral Release has as many consumers as they declare. Nonetheless, the provider surely works.
Even supposing Viral Release isn’t tremendous efficient, it’s nonetheless most effective $200.
So, you’ll be able to both hustle for six months, manually advertise your product, get your family and friends to shop for, spend hours an afternoon in Fb teams, beg for opinions, after which hope all of it works…
Pay $200 for a provider that has confirmed to paintings over and over, skip the onerous paintings, and concentrate on in fact construction a trade.
Launching a brand new Amazon product? Simply get Viral Release and save the time.
For the whole thing else?
I can’t suggest Viral Release.
Should you’re simply beginning on Amazon or looking to develop a trade, I extremely suggest you get Helium 10. It’s such a lot higher.
Right here’s why…
Why I Counsel Helium 10 Over Viral Release (For MOST Amazon FBA Dealers)
Viral Release is phenomenal for launching merchandise and selling them with automatic PPC campaigns.
That’s just about it.
Helium 10 is best at:
- Discovering high-potential merchandise
- Grading product concepts
- Discovering high-value key phrases (it has 3 key phrase gear vs 1 with Viral Release)
- Optimizing listings
- Benefit analytics
- In reality working your enterprise
And it nonetheless has an ideal PPC software.
So, Helium 10 does the whole thing Viral Release does, simply higher. Plus it does a ton Viral Release doesn’t do like:
- Stock control
- Amazon refund control
- Amazon internet online affiliate marketing
- Listings research
- Practice-up e-mail automation
- Marketplace analysis
- The most efficient Amazon FBA coaching (Freedom Price ticket)
And it does this beginning at $29/month.
I in point of fact don’t understand how else to mention it. It’s simply the information. You recuperate gear, extra of them, and for much less…with the most efficient FBA coaching.
You’ll be able to join loose and test it out for your self. Dreamgrow readers additionally get an automated bargain 🙂
NOTE: There’s no reason why you’ll be able to’t use them each. Construct your retailer with Helium 10, and use Viral Release to release your first product. Simple recreation.
Should you don’t consider me, proceed studying this Viral Release overview and notice for your self.
What’s Viral Release?
Viral Release is among the maximum tough and well-liked all-in-one Amazon vendor gear. Bring to mind the Viral Release suite as your analysis crew, advertising and marketing division, copywriter, and gross sales crew in a single software, excluding with out the overpaid pros.
Viral Release incorporates the entire gear Amazon FBA dealers wish to analysis, release, develop, and optimize an FBA retailer.
Viral Release gear come with:
- A product discovery software
- A key phrase analysis software
- A break up checking out software
- A PPC automation software
- A competitor intelligence software
Plus it contains product release products and services.
Theoretically, with this one provider, any Amazon vendor can:
- Uncover high-potential merchandise
- Scope the contest with the Viral Release extension
- In finding the most efficient key phrases to make your listings rank upper
- Construct completely optimized listings that outrank competition
- Release a product and get gross sales and opinions briefly
- Run high-converting Kinetic PPC campaigns (paid advertisements)
- Optimize your enterprise with break up checking out
Then from there, you’ll be able to monitor key phrase ratings and gross sales knowledge to additional optimize your retailer.
Let’s see what’s so excellent about it.
Viral Release Professionals and Cons
Viral Release Professionals
I already droned on about product launches, so let’s skip to the opposite stuff.
- Superior UX: Viral Release’s UX is sort of a breath of unpolluted air on a groovy Autumn night within the Berkshires. The combo of white, blue, and black at the Viral Release dashboard is so blank and simple that my eyes by no means pressure to look the rest. Maximum different gear are simply litter and glut. I give the Viral Release dashboard a ten/10.
- Subsequent-gen PPC: The educational curve is steep, however you’ll be able to point up your PPC recreation and scale to the moon in the event you discover ways to use Kinetic PPC correctly. It has extra automations than every other software I’ve used, and it’s simple to arrange campaigns that run most commonly hands-off.
- Knowledge Accuracy: A minimum of one learn about has showed how excellent Viral Release knowledge accuracy is (lined later). It’s proper up there with Jungle Scout and Helium 10. Extra correct knowledge approach you’ll make a selection higher merchandise and key phrases and feature just about precise numbers on competition. In different phrases, you get a really perfect transparent image of what’s in point of fact occurring.
Viral Release Cons
- Pay extra. Get much less: Viral Release begins at $69/month, but when you need necessities like record optimization and competitor monitoring, that’s $99/month. Helium 10 begins at $29/month and has many extra tough options. Talking of that…
- Options don’t stack as much as competition: Viral Release has the entire gear you want to develop as an Amazon vendor, but it surely simply doesn’t examine. Helium 10’s key phrase analysis, competitor intelligence, product analysis, marketplace intelligence, and different Amazon vendor gear are a lot more detailed and useful. Any Amazon vendor with part a mind the usage of Helium 10 will in finding higher merchandise and key phrases. Plus, they’ll have higher listings and smoother inner processes than you.
- Amazon coaching is meh at perfect: Possibly I’m simply evaluating it to Freedom Price ticket, however Viral Release’s Amazon assets aren’t superb. They’ll lend a hand with the fundamentals, however that’s about it. I hate to sound like a shill, however Helium 10 provides Freedom Price ticket, one of the most perfect Amazon classes on Earth, at no cost with a subscription. It’ll take your Amazon vendor recreation to a better point.
Viral Release Pricing
Pricing plans get started at $69 per 30 days, however you want to improve to Professional if you need the entire very important options. How ironic that the Viral Release “Necessities” plan is in fact lacking a number of necessities….
Professional (the most well liked Viral Release plan) comes with:
- Product metrics like per 30 days gross sales, historic gross sales, and value tendencies (100% very important when opting for a product)
- Competitor tracking (additionally very important)
- List optimization (100% very important)
- Rank monitoring (ESSENTIAL—you actually can’t run a trade with out this)
In truth, I’m a little disenchanted in Viral Release for locking those very important options inside of in their pricey pricing plans, particularly after calling their least expensive plan “Necessities.” If the $69 tier incorporated the entire precise necessities, then possibly there’d be a case for opting for Viral Release. However as is, it’s no longer value it. I wouldn’t be stunned to look Viral Release plans come down in value very quickly.
And, by means of the way in which, there are utilization limits on the entire options on the entire pricing plans.
You’ll be able to most effective monitor 2,000 key phrases day by day and analyze 50 listings with Viral Release Professional. Informed you Viral Release pricing was once far more than you idea it was once.
Is Viral Release a excellent cost for cash? Should you inquire from me, no longer in point of fact. Jungle Scout and Helium 10 are manner less expensive and higher. The worth simply isn’t there for me.
Observe: Presently (2022), there’s a Viral Release coupon code for 15% off. No thought how lengthy it’ll be there, so hurry up.
Viral Release Options Deep Dive
Ahead of we get into this, I simply need to say that there’s not anything “mistaken” with Viral Release. I’m no longer attacking Viral Release. Viral Release doesn’t “suck.” It’s simply no longer on par with competition, and it’s pricey.
Let’s get to it.
Product Release Carrier (How Does it Paintings?)
Viral Release allows you to skip the onerous paintings and agonizing months of ready it most often takes to rank and get started making a living on Amazon.
When you’re new to the sport, let me provide the thin.
Amazon roughly ranks you in response to key gross sales metrics like:
- Pace (how a lot you’re promoting in comparison to searches)
- Gross sales Rank (what number of overall devices bought vs. competition)
This creates an issue: How do you rank a brand new product in the event you don’t have any opinions or gross sales?
Behold: Product launches.
A product release provider will get the ball rolling for you. They come up with a curated target market of hungry consumers, bargain coupons to ship to every purchaser, and analytics to measure how the entire display is going so you’ll be able to refine your subsequent one.
As an alternative of hustling to search out your individual consumers, Viral Release simply presentations your product at an enormous bargain to their target market of confirmed consumers (pre-screened other people interested by purchasing merchandise). You be offering your product at an enormous bargain, they purchase and overview, then increase, you’re off the bottom.
Viral Release runs promos for as much as 15 days to an unequalled target market of 350,000 consumers (I’m certain that is an exaggeration) with granular scheduling and filters.
Inside of 1-2 weeks, there’s a very, very excessive likelihood that you are going to:
- Build up overall gross sales
- Get extra opinions
- Vastly building up pace
The end result? You in fact rank and release a trade. Therefore the title, by means of the way in which.
Does it paintings? YES. Does it clear up your whole issues, get you to Web page 1, and get you a personal dinner with Bezos? No. It’s utterly definitely worth the cash, although.
Viral Release Marketplace Intelligence (Chrome Extention)
The Marketplace Intelligence software is the Viral Release Chrome extension.
This Chrome extension is like having a secret weapon maximum different Amazon dealers don’t have: a birdseye view of Amazon’s natural effects so you’ll be able to in an instant undercover agent key marketplace knowledge like festival, Perfect Vendor Rating, benefit margins, gross sales knowledge, and extra.
The Viral Release Chrome extension is going a step past just about each and every different one I’ve attempted. Even I used to be inspired. Simply click on the blue button in the precise nook of your Google Chrome browser to get superior marketplace analytics like:
- Pricing tendencies
- Perfect Vendor rank
- Marketplace call for
- Assessment fee
- Per month income and gross sales estimates
- General marketplace tendencies
- Tough gross sales forecasting knowledge
- A worth calculator
The Viral Release Chrome extension is on every other point than maximum others (but even so Xray by means of Helium 10!). The UX is excellent. The knowledge is excellent. The whole thing turns out correct. Just right process, Viral Release.
Observe: Marketplace Intelligence isn’t to be had a los angeles carte. You wish to have to subscribe to one in all Viral Release’s plans.
Kinetic PPC is among the maximum tough and customizable paid advertisements gear I’ve ever observed.
In some way, Viral Release has controlled to make a device this is each infinitely tough and nonetheless simple to get the grasp of. Even supposing you don’t perceive PPC technique, you’ll be able to construct totally automatic, high-performing campaigns briefly.
Plus, it comes with a loose 1-to-1 setup name the place knowledgeable is helping you get the ball rolling (lifesaver). Should you’re the rest like me, you freeze and fear for 27 days as an alternative of taking motion. The decision was once a game-changer.
Kinetic has the entire fundamentals like efficiency tracking, analytics, integrations, and automations, however what in point of fact makes it stand out is the next-level regulations and the facility to construct your individual regulations buffet-style.
Test it out:
Kinetic PPC Viral Release is like having knowledgeable working your campaigns 24/7, excluding they don’t want water, meals, or toilet breaks (you realize Bezos doesn’t like the ones).
Working low on funds? Viral Release will increase it. Some key phrases aren’t acting? It pauses them. Some are killing it? It prioritizes them.
Even supposing you don’t know what you’re doing, simply make a selection those regulations from a template and get on together with your day.
With Kinetic, there’s no prohibit to how a ways you’ll be able to scale your enterprise.
Key phrase Analysis
Viral Release takes your key phrase analysis a degree deeper by means of offering some cool metrics and filtering choices no longer most often observed in different gear.
One of the most options I love maximum are:
- Counsel CPC bidding (very uncommon)
- Relevancy Rating and calculation (defined beneath)
- Extremely applicable parallel key phrases
However it will get higher…
This isn’t your conventional class seek.
At the floor, the software appears the similar as competition like ZonBase, Jungle Scout, and Helium 10. However what’s occurring beneath the outside makes Viral Release stand out.
Right here’s the way it works…
Viral Release plays a opposite marketplace search for. Bring to mind it like a opposite ASIN on steroids, HGH, and caffeine directly. It’s like dozens and dozens of opposite ASINs on the identical time. This pulls in an inventory of hyper-relevant key phrases that the software mechanically filters by means of some black magic we aren’t allowed to grasp and presentations you some in point of fact helpful rankings like:
- Precedence (hyper-relevant with excessive seek quantity)
- Alternative (excessive quantity with low festival)
Right here’s an ideal instance from Viral Release themselves for the time period “trash can”:
This screenshot from the Key phrase Analysis software presentations that you’ll have been promoting “rubbish cans” and “trash cans” like the day before today. Simply by having a look at those rankings, I will be able to see that each phrases:
- Are extremely applicable to “trash can”
- The highest-ranking product hasn’t correctly optimized its record for both time period
- The large quantity in comparison to their alternative
Simply by the usage of this Key phrase Analysis, I in an instant know that I must make listings for all these merchandise and optimize for those phrases. Or, if I’m nonetheless within the discovery section, I do know that there’s a lot of room within the trash area of interest.
Observe: I simply purchased a trash can. I hate you, Amazon. I hate you.
Product Finder (Product Discovery Device)
Product Finder is Viral Release’s product analysis software. They declare it’s “probably the most correct product discovery function within the galaxy.”
I’ll get to that, however let’s get started with the fundamentals first.
Like each and every different product analysis software available in the market, it presentations the standard product discovery suspects like complex seek filters, elementary product knowledge, competitor knowledge, pricing tendencies, and all that jazz.
That is how you narrow during the noise, determine high-potential merchandise, and get your enterprise began at the proper foot.
However what makes their product discovery function distinctive?
Listed below are two issues I’ve spotted:
On this utterly independent learn about from Jungle Scout, Viral Release has ~80% knowledge accuracy. That’s #2 at the back of—WOW, BIG SURPRISE—Jungle Scout. I’m certain they had been 100% no longer biased in any respect in hanging themselves on the peak.
~80% accuracy is forged. No software is ever 100% correct, since that is all one giant guessing recreation. However any place within the peak 20% is forged. 10% is what you in point of fact must goal for although.
I discovered every other learn about from a well known YouTuber:
Right here, Viral Release is at all times +/- 10%, which is very good and on par with my very own estimations of Helium 10.
Upload in my non-public enjoy with those two research, and it’s beautiful transparent that Viral Release knowledge accuracy is just about bang on. Higher knowledge approach higher choices, higher merchandise, higher gross sales, and higher the whole thing.
Cool Distinctive Options
Viral Release provides a couple of options you don’t see any place else. Maximum gear do the similar factor, get dressed it up with vainness metrics to mess your view, after which say, “that’ll be $500 a month, please.” No longer this corporate.
Listed below are my favorites:
- Logo Filtering: The one software I do know that permits you to seek by means of emblem. This makes product validation 10x more uncomplicated. You’ll be able to see competition on your area of interest, how excellent their branding is, their expansion fee, and the way a hit they’re general. Growth, product validated.
- Detailed Marketplace Developments: Get a handy guide a rough holistic view of the entire Amazon marketplace on your area of interest.
- Marketplace Guidelines and Signals: Viral Release is borderline traumatic with the entire guidelines they supply, they usually’re repeatedly alerting you about tendencies. No longer tremendous treasured but it surely’s cool to have.
The competitor intelligence software speeds up retailer expansion by means of opposite engineering your a hit competition and offering detailed insights. You’ll be able to see what they’re doing mistaken and be informed what to do to outrank them. Why do the entire paintings if any individual else has carried out it already?
The competitor intelligence software presentations you crucial competitor knowledge like gross sales quantity, Perfect Vendor Rank, competitor key phrase rank, and estimated web benefit. However the true cost is spying on their top-performing key phrases, seeing the place they’re slacking, and hitting them the place it hurts.
Viral Release allows you to see correct competitor key phrase knowledge and kind by means of Precedence Rating. This metric principally says “assault, assault, assault.” If a key phrase has excessive quantity however is unoptimized by means of your competitor, you currently know that is the vulnerable level the place you’ll be able to outrank them rapid and scouse borrow all the ones clicks. Conversely, if one in all their top-performing key phrases has an ironclad key phrase rank and is completely optimized, you realize to not waste your time.
This is among the maximum essential advertising and marketing methods in all of FBA, and Viral Release nails it.
List Optimization Gear
Viral Release’s 3-in-1 record optimization software package is beautiful badass in the event you inquire from me. No longer Helium 10 point, however beautiful dang excellent.
First, test the UX. You actually can’t recuperate than this. Detailed however no longer cluttered. Nice colour scheme. Lots of useful, distinctive metrics.
The principle advantage of the usage of Viral Release to optimize your listings is that you simply’re getting research above and past different gear, that means higher listings centered on the proper key phrases (learn: higher ratings and gross sales).
Key phrase Supervisor unearths the most efficient key phrases on your record. Then, Listings Builder guides you via construction every record by means of appearing the place to position every time period and monitoring the whole thing via your “key phrase financial institution.” Then, List Analyzer mechanically plays a strengths, weaknesses, alternatives, and threats (SWOT) research to turn the way you stack as much as the contest (and methods to toughen your listings to overcome them).
Lovely cool, aye?
Right here’s a excellent symbol of the builder. Can’t beat the UX:
Did I point out I really like their UX?
Buyer Beef up
Alexander Graham Bell invented the phone in 1877. So, you’ve had 145 years to get a rattling phone quantity, Viral Release. No longer simply any random one at your place of job. Person who’s obviously marked on your own home web page and devoted to shoppers paying $99/month.
E mail enhance isn’t going to meet me.
I’m going complete Karen at the buyer enhance crew right here. If I’m paying excellent cash, I must have a right away line to Viral Release’s crew.
Significantly, although. For $99/month, Viral Release enhance must be reachable by means of reside chat on the very least. There’s no reside chat or telephone line. Should you improve to $199/month, you get a 1-to-1 name to arrange paid advertisements, and that’s it.
Take into accounts it: Should you ever have issues of the Viral Release platform, you have got to sit down there looking ahead to the e-mail crew to reply. Step up your recreation, Viral Release.
Viral Release Assessment 2022 Verdict
Viral Release is absolute best for somebody having a look to release a brand new product, particularly first-time dealers that want quick traction. They’ve were given an enormous pool of consumers, forged analytics, and an overly inexpensive value level.
For $200, you’ll be able to skip a ton of onerous paintings and in an instant soar a number of pages or extra in ratings.
Viral Release could also be epic for PPC, with a ton of distinctive automations that are supposed to develop your enterprise hands-off in tactics maximum different gear can’t.
Then again, it’s NOT excellent for findings merchandise, doing analysis, optimizing listings, or managing your enterprise. It simply can’t compete with Helium 10.
If you wish to release merchandise, get Viral Release. If you wish to in finding the ones merchandise and construct a trade, get Helium 10. Easy as that.
Viral Release Possible choices
1. Helium 10
The business usual for Amazon vendor gear. Virtually everybody makes use of it. The most efficient key phrase analysis, marketplace intelligence, competitor intelligence, key phrase supervisor, and product analysis options on Earth. And it begins at simply $29/month. No comparability.
The arena’s maximum complex paid advertisements marketing campaign platform. No different software has extra automation, metrics, and knowledge than Sellics, and it’s no longer even shut. Should you’re searching for a PPC software, that is it.
3. Jungle Scout
The product analysis software that began all of it. Jungle Scout is epic for product analysis, key phrase analysis, and validating product concepts. Plus, it has the one provider base of totally vetted factories, so you’ll be able to attach without delay with a competent provider as an alternative of risking your enterprise on an unproven particular person 1000’s of miles away.
Viral Release F.A.Q
Q: Who owns Viral Release?
A: Casey Gauss owns Viral Release. He’s additionally the previous CEO of Thrasio.
Q: Is Viral Release Unfastened
A: No, Viral Release isn’t loose for Amazon dealers in spite of what you might have learn in different Viral Release opinions. There’s a 14-day loose trial, and there are a couple of small issues you’ll be able to check, however if you wish to use Viral Release, you will have to pay.
Q: Does Viral Release Paintings?
A: Sure, Viral Release works. It has extremely correct knowledge (79.3%) and is recently being utilized by 1000’s of a hit Amazon dealers. Working product giveaways to a centered target market is among the perfect tactics to extend Amazon key phrase rank (and maybe even backed advert ranks with extra gross sales).
Q: What’s using Viral Release?
A: The usage of the Viral Release software is to position the whole thing Amazon dealers wish to plan, get started, and develop an Amazon trade beneath one roof. It will provide you with the entire options you want for one low subscription, so that you don’t have to shop for ten other gear. The Viral Release machine comes with a key phrase analysis software, a key phrase supervisor, a product discovering software for product concepts, advertising and marketing gear for paid and natural seek, a Chrome Extension, marketplace analysis gear to look metrics like seek quantity, and detailed insights into your enterprise from its deep knowledge integration. Amazon dealers will in finding the whole thing they want on this one position.
Q: Which is best: Jungle Scout or Viral Release?
A: It’s onerous to mention what’s higher when evaluating Jungle Scout or Viral Release. They each be offering a Chrome extension, a key phrase analysis software, seek quantity gear, discovery options to generate product concepts, and a key phrase supervisor. Viral Release is best for product launches however Jungle Scout provides a provider database and higher coaching. It depends upon what you want. For the general public, I believe JS is best as a result of Viral Release’s pricing is far upper.
Q: What does Viral Release be offering?
A: Viral Release provides just about a dozen other gear that will help you get started and develop an Amazon retailer. It is helping you in finding high-potential merchandise, in finding the precise key phrases, construct nice listings, and run extremely centered campaigns. I discovered Viral Release to be really easy to make use of and tremendous tough.