Justin Ford

Personalized Brokerage Services Personalized Brokerage Services is a full-service marketing and business development agency dedicated to helping build, brand, grow, and protect your practice. As one of the oldest field marketing organizations, celebrating 25 years of helping financial professionals, we offer a full range of services in-house, including advertising, public relations, creative, media planning and buying, interactive design and development, lead generation, strategic planning, practice development, and more.

Even on the day Personalized Brokerage Services was founded, we knew things could never be the same. The needs of financial professionals were changing, and we have been there to respond ever since. And so, what began in 1988, has evolved into a fully-integrated marketing and business development agency focused on helping transform the lives and practices of each individual we have met.

Our focus has never changed! We continue to understand and address the needs of financial professionals and strive to deliver custom holistic solutions to help bring your practice to the next level.

Your current way of doing business got you to where you are today. With careful strategic collaboration, the growth possibilities for your practice are endless.

A key practice development area Personalized Brokerage Services has been focusing on is the requirements of the “Baby Boomer” market. The need for financial

professionals to address the concerns of the Boomer generation for retirement income could never be greater.

The number of Americans that have never even considered the amount of money needed during retirement is shocking. Dan Kadlec with Time Magazine states, “Yet by some estimates fewer than half of Americans have ever tried to divine how much money they will need in the bank in order to retire comfortably.” Are you prepared to tackle the needs of the Boomer generation with retirement income strategies? The opportunity is now!

We’ve developed a turnkey marketing and business development program that helps you address the biggest concerns Boomers face! Not only have we developed a process that has everything from targeted advertising to one-on-one business development methods, but we have decided to work with a small exclusive group of financial professionals so we can help implement everything for you!

In addition to the marketing and practice development opportunities, Personalized Brokerage Services has a dedicated hard-working team of professionals, who hold various insurance licenses and securities registrations, to assist you in achieving your goals with a relentless focus on helping your practice be successful. Because our success is based on your success, we focus our efforts on delivering proprietary training along with personal coaching and mentorship along with insurance solutions to help you write more business.

What are you waiting for? Every moment of your life is a profound opportunity. The opportunity is now!

Source: Sizing up the big question: how much money do you need to retire? TIME, Feb. 2013

Personalized Brokerage Services • 4910 Corporate Centre Dr., Suite 210, Lawrence, KS 66047 • Phone: 800.225.4896 For financial professional use only - not for use with the general public.

CT#1647-12-3-14

For financial professional use only - not for use with the general public.

As Senior Vice President of Personalized Brokerage Services, Justin partners with financial professionals to provide a host of in-depth business building, marketing, and personal coaching services. He utilizes a strong development process when working with producers.

This includes: providing the best possible service, developing and sharing methods for gaining new prospects, and expanding existing business relationships.

Justin focuses on how he can help financial professionals grow their practice. He leverages his many years of sales experience to share best business practices and growth strategies to consistently help financial professionals around the country. In addition, he collaborates with top producers to continually learn about new opportunities for practice growth and development.

VALUE PROPOSITIONS

Justin Ford Vice President of Business Development 888.569.0642 jford@accesspbs.com www.accesspbs.com

In-house advertising agency

Our mission is to help create and deliver compelling content across various advertising and marketing channels for financial professionals. We achieve this through our obsessive focus on fully integrating your marketing strategy into an immediate action plan….implemented for you by Personalized Brokerage Services. Our core competencies include: advertising, branding, email marketing, collateral development, strategy & planning, interactive marketing, imaging and branding, and video design.

Training and resources

At the top of every financial professional’s wish list lies the desire to receive an endless stream of referrals from the clients you’ve already helped – never having to prospect again. Imagine discovering the formula for consistent referrals already exists and has nothing to do with “wishing”.

If we want to excel at the art of obtaining referrals, we’re going to have to begin by apprenticing under the greatest teacher of all time – our clients.

The good news is, much of the work has already been done for us. From this basic client centered exploration, several very interesting and exciting Referral Focus Factors™ have been discovered:

Incentive and promotional programs

At Personalized Brokerage Services we celebrate the achievements of financial professionals and reward them in every way possible. We offer a host of incentives and great reward opportunities in addition to those offered by the industry-leading carriers we represent.

Experience of a Lifetime™

The Experience of a Lifetime is an incredible opportunity for our top financial professionals to network and share strategies, concepts, and ideas to improve their practice. This annual event is our chance to express our sincerest appreciation for the consistent results our financial professionals achieve throughout the year.*

In the financial services industry, staying on the cutting edge is crucial. We provide financial professionals with product, sales concepts, software, and lead generation *Registerd Representative participation is subject to training through webinars and one-on-one Broker/Dealer approval.

New York production is not included. development sessions.

For financial professional use only - not for use with the genral public.

Referral strategy

PBS reserves the right to alter or discontinue this promotion at any time.

Agent must be in good standing.

Exclusions may apply; see complete business rules for details.

1. Some people will never give referrals and we must have a way of knowing who they are – think of how many times we may have accidentally touched this hot stove, never venturing down this path again, but it wasn’t our technique, it was our lack of understanding this important focus factor.

2. We don’t really ask for referrals, we just convince ourselves we had. But client interviews offer opposing evidence. The good news is these same interviews pointed out what we’ve done wrong and how to correct this important focus factor.

3. Where there’s a will, there must also be a way. Instead of being lucky on occasion, we need a systematic methodology to hand to our clients who want to refer. There is no sense going this far if we’re not going to hand them “how” as the final focus factor.

This is just a preview of a powerful process that could change the way you address referrals. Unfortunately, something this powerful requires more time to explore if you want to “get it right.”

The Personalized Brokerage Services Business Development Team will evaluate and explain the “complimentary implementation” option to qualified financial professionals. Contact us today to learn more.

For financial professional use only - not for use with the general public.

PRACTICE DEVELOPMENT STRATEGY Retirement Explorer

4 key factors to building your practice

®

“If your plans for retirement income that you believe to be true, turned out not to be true – when would you want to know?” Most Boomers, when asked, answer “right now” or even “yesterday.” Although the question appears simple, it’s one that typically never gets addressed. What’s surprising is that many Boomers do not realize they are ill-prepared for retirement. Clearly, there is a “disconnect” between how much money is needed during retirement and how it will be funded.

According to MSN Money, approximately 10,000 Boomers are reaching retirement age every day over the next 20 years.1 This equates to roughly 77 million people. If none of them see you as their financial professional, the statistics don’t matter and the opportunity remains just outside your reach!

How can Personalized Brokerage Services help you breakthrough to one of the largest retirement segments in US history? We’ve developed a turnkey marketing and business development program that helps you address the biggest concerns Boomers face! Not only have we developed a process that has everything from targeted advertising to one-on-one business development methods, but we have also decided to work with a small group of financial professionals so we can help implement everything for you!

This tight collaboration between you and Personalized Brokerage Services demonstrates our willingness and commitment to help grow your practice.

What’s included for Retirement Explorer®?

your

practice

with

• Exclusive Boomer Focus Territory™ • Advertising pieces specific to retirement income planning with a focus on the Boomer market • Retirement Explorer® income strategy “red line solution” software • Full workshop materials including: logo, business card, Power Point presentation, invitation, presentation folder, evaluation form, brochure, cover page, client data form, starter pack, appointment card, and “one-sheet” process • One-on-one practice development coaching

RETIREMENT ® E X P LO R E R

Personalized Brokerage Services is not affiliated with Thomas Gold Solutions, the developer and owner of the Retirement Analyzer software program, nor do we guarantee the accuracy or quality of their services. Although we may promote and/or recommend the services offered by this company, agents are ultimately responsible for the use of any materials or services and agree to comply with the compliance requirements of their broker/dealer and registered investment adviser, (if applicable), and the insurance carriers they represent Retirement Explorer® is a software program that is designed to help agents review the effectiveness and potential success of your retirement strategy.

Retirement Explorer® is not a comprehensive financial plan, nor is it a comprehensive overview of all your portfolio holdings.

1Source:

http://money.msn.com/baby-boomers/5-reasons-boomers-will-go-bust-fiscaltimes.aspx

For financial professional use only - not for use with the general public.

Build your brand

Personalized Brokerage Services understands the process to build a brand never ends. Brand building is an ongoing procedure that should always be a core focus of your practice, because a powerful brand can help support a practice through any type of environmental changes that may occur.

Retirement Explorer ®

The number of Americans that have never even considered the amount of money needed during retirement is shocking. Personalized Brokerage Services has developed a turnkey marketing and business development program that helps you address the biggest concerns Boomers face!

Not only have we developed a process that has everything from targeted advertising to one-on-one business development methods, but we have decided to work with a small exclusive group of financial professionals so we can help implement everything for you!

Referral strategy

Ever wonder “why” your clients don’t give referrals? Referrals are not only one of the best lead sources, but also the most challenging to obtain. After extensive consumer and producer research, we have formed a process that will help replicate your top clients with “easy-to-implement” steps that leverage your already existing relationships. We will help you recognize how to use your best clients as advocates to quickly grow your business with immediate referral results.

Client relationship management

Financial professionals are faced with the challenge of constantly providing new and inventive solutions, all while attracting and retaining clients. Whether prospecting or strengthening current relationships, regular communication is the key to building client loyalty and brand awareness. Various client “touch points” include: client appreciation and introduction events, focus groups and client surveys, client information events; plus birthday, anniversary, and holiday cards.

Personalized Brokerage Services is not affiliated with Thomas Gold Solutions, the developer and owner of the Retirement Explorer® software program, nor do we guarantee the accuracy or quality of their services. Although we may promote and/or recommend the services offered by this company, agents are ultimately responsible for the use of any materials or services and agree to comply with the compliance requirements of their broker/dealer and registered investment adviser, (if applicable), and the insurance carriers they represent.

Various state insurance regulations, as well as other state regulators prohibit the “gifting” of items, or inducements, which may include entertainment expenses, marketing or other activities (e.g. client appreciation events, etc.) by financial professionals in excess of a certain dollar value with some of those limits being as low as an annual aggregate value of zero dollars. Be sure to check with your state’s requirements and/or your firm to ensure that you are complying with your specific state’s requirements and guidelines.

For financial professional use only - not for use with the general public.

In-house ad agency The Personalized Brokerage Services in-house ad agency comes from diverse advertising backgrounds and features an award-winning staff of true creative professionals.

While other ad agencies serve a variety of clients, we cater exclusively to the needs of financial professionals and coordinate closely with compliance requirements. Through these efforts, we are helping financial professionals from coast to coast become some of the top performing producers in the nation.

Our in-house ad agency develops and helps implement comprehensive marketing plans. From concept to completion, we ensure your brand, message, and image are consistent.

Developing and enhancing your brand

h

manag

em

ent

w e a lt

Our creative team recognizes that true innovation comes from collaboration. That’s why we aim to first understand our financial professionals’ goals and then work together to create unique and strategic branding solutions.

Our core focus is on: • Strategy • Branding • Creative advertising • Implementation • Networking

Copywriting & editing

The copywriters at Personalized Brokerage Services are dedicated to telling our financial professionals’ stories.

The story is told through: • Print advertising copy • Website content • Radio and TV commercials • Custom video scripting • Brochure and booklet copy • Social media content and management

erve p rivate res

Top shelf image branding

In the world of financial services, image is everything, and perceptions are formed in the blink of an eye.

We create complete, custom image and brand kits for every financial professional who works with us so that they are always positioned for success.

This includes: • Logo • Business card • Letterhead & envelope • Brochure • Presentation folder

Multimedia

From custom website development to email marketing, our multimedia professionals provide cutting edge interactive solutions.

Producers should follow the approval requirements of the carriers they represent and their affiliated broker/dealer and registered investment adviser, and for adhering to the individual state regulations where they conduct business.

For financial professional use only - not for use with the general public.

Website development • • • • •

Design Content Analytics On-going maintenance Vendor coordination

Email marketing

We create and execute email marketing campaigns so our financial professionals can easily reinforce relationships with their current clients and market to new prospects.

The process includes: • Strategy • Content • Metrics and analytics • Search Engine Optimization

TV & radio advertising

There are many reasons why television and radio advertising are so brilliant at creating success for financial professionals. From establishing brand identity to driving immediate action, TV and radio advertising are two of the most effective methods to spread awareness.

The advertising process includes: • Media buying • Content creation • Voice talent • Vendor coordination • Audio and video production

Custom video production

The mark of true professionalism, custom-made videos can be used to enhance websites, kick off presentations, or as impressive first touches.

Full service video production includes: • Start-to-finish video production • TV commercial scripting, production, and vendor coordination • Animated video • Custom projects • Social posting For financial professional use only - not for use with the general public.

In-house ad agency The Personalized Brokerage Services in-house ad agency comes from diverse advertising backgrounds and features an award-winning staff of true creative professionals.

While other ad agencies serve a variety of clients, we cater exclusively to the needs of financial professionals and coordinate closely with compliance requirements. Through these efforts, we are helping financial professionals from coast to coast become some of the top performing producers in the nation.

Our in-house ad agency develops and helps implement comprehensive marketing plans. From concept to completion, we ensure your brand, message, and image are consistent.

Developing and enhancing your brand

h

manag

em

ent

w e a lt

Our creative team recognizes that true innovation comes from collaboration. That’s why we aim to first understand our financial professionals’ goals and then work together to create unique and strategic branding solutions.

Our core focus is on: • Strategy • Branding • Creative advertising • Implementation • Networking

Copywriting & editing

The copywriters at Personalized Brokerage Services are dedicated to telling our financial professionals’ stories.

The story is told through: • Print advertising copy • Website content • Radio and TV commercials • Custom video scripting • Brochure and booklet copy • Social media content and management

erve p rivate res

Top shelf image branding

In the world of financial services, image is everything, and perceptions are formed in the blink of an eye.

We create complete, custom image and brand kits for every financial professional who works with us so that they are always positioned for success.

This includes: • Logo • Business card • Letterhead & envelope • Brochure • Presentation folder

Multimedia

From custom website development to email marketing, our multimedia professionals provide cutting edge interactive solutions.

Producers should follow the approval requirements of the carriers they represent and their affiliated broker/dealer and registered investment adviser, and for adhering to the individual state regulations where they conduct business.

For financial professional use only - not for use with the general public.

Website development • • • • •

Design Content Analytics On-going maintenance Vendor coordination

Email marketing

We create and execute email marketing campaigns so our financial professionals can easily reinforce relationships with their current clients and market to new prospects.

The process includes: • Strategy • Content • Metrics and analytics • Search Engine Optimization

TV & radio advertising

There are many reasons why television and radio advertising are so brilliant at creating success for financial professionals. From establishing brand identity to driving immediate action, TV and radio advertising are two of the most effective methods to spread awareness.

The advertising process includes: • Media buying • Content creation • Voice talent • Vendor coordination • Audio and video production

Custom video production

The mark of true professionalism, custom-made videos can be used to enhance websites, kick off presentations, or as impressive first touches.

Full service video production includes: • Start-to-finish video production • TV commercial scripting, production, and vendor coordination • Animated video • Custom projects • Social posting For financial professional use only - not for use with the general public.

PRACTICE DEVELOPMENT STRATEGY Retirement Explorer

4 key factors to building your practice

®

“If your plans for retirement income that you believe to be true, turned out not to be true – when would you want to know?” Most Boomers, when asked, answer “right now” or even “yesterday.” Although the question appears simple, it’s one that typically never gets addressed. What’s surprising is that many Boomers do not realize they are ill-prepared for retirement. Clearly, there is a “disconnect” between how much money is needed during retirement and how it will be funded.

According to MSN Money, approximately 10,000 Boomers are reaching retirement age every day over the next 20 years.1 This equates to roughly 77 million people. If none of them see you as their financial professional, the statistics don’t matter and the opportunity remains just outside your reach!

How can Personalized Brokerage Services help you breakthrough to one of the largest retirement segments in US history? We’ve developed a turnkey marketing and business development program that helps you address the biggest concerns Boomers face! Not only have we developed a process that has everything from targeted advertising to one-on-one business development methods, but we have also decided to work with a small group of financial professionals so we can help implement everything for you!

This tight collaboration between you and Personalized Brokerage Services demonstrates our willingness and commitment to help grow your practice.

What’s included for Retirement Explorer®?

your

practice

with

• Exclusive Boomer Focus Territory™ • Advertising pieces specific to retirement income planning with a focus on the Boomer market • Retirement Explorer® income strategy “red line solution” software • Full workshop materials including: logo, business card, Power Point presentation, invitation, presentation folder, evaluation form, brochure, cover page, client data form, starter pack, appointment card, and “one-sheet” process • One-on-one practice development coaching

RETIREMENT ® E X P LO R E R

Personalized Brokerage Services is not affiliated with Thomas Gold Solutions, the developer and owner of the Retirement Analyzer software program, nor do we guarantee the accuracy or quality of their services. Although we may promote and/or recommend the services offered by this company, agents are ultimately responsible for the use of any materials or services and agree to comply with the compliance requirements of their broker/dealer and registered investment adviser, (if applicable), and the insurance carriers they represent Retirement Explorer® is a software program that is designed to help agents review the effectiveness and potential success of your retirement strategy.

Retirement Explorer® is not a comprehensive financial plan, nor is it a comprehensive overview of all your portfolio holdings.

1Source:

http://money.msn.com/baby-boomers/5-reasons-boomers-will-go-bust-fiscaltimes.aspx

For financial professional use only - not for use with the general public.

Build your brand

Personalized Brokerage Services understands the process to build a brand never ends. Brand building is an ongoing procedure that should always be a core focus of your practice, because a powerful brand can help support a practice through any type of environmental changes that may occur.

Retirement Explorer ®

The number of Americans that have never even considered the amount of money needed during retirement is shocking. Personalized Brokerage Services has developed a turnkey marketing and business development program that helps you address the biggest concerns Boomers face!

Not only have we developed a process that has everything from targeted advertising to one-on-one business development methods, but we have decided to work with a small exclusive group of financial professionals so we can help implement everything for you!

Referral strategy

Ever wonder “why” your clients don’t give referrals? Referrals are not only one of the best lead sources, but also the most challenging to obtain. After extensive consumer and producer research, we have formed a process that will help replicate your top clients with “easy-to-implement” steps that leverage your already existing relationships. We will help you recognize how to use your best clients as advocates to quickly grow your business with immediate referral results.

Client relationship management

Financial professionals are faced with the challenge of constantly providing new and inventive solutions, all while attracting and retaining clients. Whether prospecting or strengthening current relationships, regular communication is the key to building client loyalty and brand awareness. Various client “touch points” include: client appreciation and introduction events, focus groups and client surveys, client information events; plus birthday, anniversary, and holiday cards.

Personalized Brokerage Services is not affiliated with Thomas Gold Solutions, the developer and owner of the Retirement Explorer® software program, nor do we guarantee the accuracy or quality of their services. Although we may promote and/or recommend the services offered by this company, agents are ultimately responsible for the use of any materials or services and agree to comply with the compliance requirements of their broker/dealer and registered investment adviser, (if applicable), and the insurance carriers they represent.

Various state insurance regulations, as well as other state regulators prohibit the “gifting” of items, or inducements, which may include entertainment expenses, marketing or other activities (e.g. client appreciation events, etc.) by financial professionals in excess of a certain dollar value with some of those limits being as low as an annual aggregate value of zero dollars. Be sure to check with your state’s requirements and/or your firm to ensure that you are complying with your specific state’s requirements and guidelines.

For financial professional use only - not for use with the general public.

As a [Title], [Name] partners with financial professionals to provide a host of in-depth business building, marketing, and personal coaching services. He utilizes a strong development process when working with producers. This includes: providing the best possible service, developing and sharing methods for gaining new prospects, and expanding existing business relationships.

[Name] focuses on how he can help financial professionals grow their practice. He leverages his many years of sales experience to share best business practices and growth strategies to consistently help financial professionals around the country. In addition, he collaborates with top producers to continually learn about new opportunities for practice growth and development.

VALUE PROPOSITIONS

[Name] [Title] [XXX.XXX.XXXX] [Email] [Web]

In-house advertising agency

Our mission is to help create and deliver compelling content across various advertising and marketing channels for financial professionals. We achieve this through our obsessive focus on fully integrating your marketing strategy into an immediate action plan….implemented for you by Personalized Brokerage Services. Our core competencies include: advertising, branding, email marketing, collateral development, strategy & planning, interactive marketing, imaging and branding, and video design.

Training and resources

Incentive and promotional programs

At Personalized Brokerage Services we celebrate the achievements of financial professionals and reward them in every way possible. We offer a host of incentives and great reward opportunities in addition to those offered by the industry-leading carriers we represent.

Experience of a Lifetime™

The Experience of a Lifetime is an incredible opportunity for our top financial professionals to network and share strategies, concepts, and ideas to improve their practice. This annual event is our chance to express our sincerest appreciation for the consistent results our financial professionals achieve throughout the year.*

In the financial services industry, staying on the cutting edge is crucial. We provide financial professionals with product, sales concepts, software, and lead generation *Registerd Representative participation is subject to training through webinars and one-on-one Broker/Dealer approval.

New York production is not included. development sessions.

For financial professional use only - not for use with the genral public.

PBS reserves the right to alter or discontinue this promotion at any time.

Agent must be in good standing.

Exclusions may apply; see complete business rules for details.

Referral strategy

At the top of every financial professional’s wish list lies the desire to receive an endless stream of referrals from the clients you’ve already helped – never having to prospect again. Imagine discovering the formula for consistent referrals already exists and has nothing to do with “wishing”.

If we want to excel at the art of obtaining referrals, we’re going to have to begin by apprenticing under the greatest teacher of all time – our clients.

The good news is, much of the work has already been done for us. From this basic client centered exploration, several very interesting and exciting Referral Focus Factors™ have been discovered:

1. Some people will never give referrals and we must have a way of knowing who they are – think of how many times we may have accidentally touched this hot stove, never venturing down this path again, but it wasn’t our technique, it was our lack of understanding this important focus factor.

2. We don’t really ask for referrals, we just convince ourselves we had. But client interviews offer opposing evidence. The good news is these same interviews pointed out what we’ve done wrong and how to correct this important focus factor.

3. Where there’s a will, there must also be a way. Instead of being lucky on occasion, we need a systematic methodology to hand to our clients who want to refer. There is no sense going this far if we’re not going to hand them “how” as the final focus factor.

This is just a preview of a powerful process that could change the way you address referrals. Unfortunately, something this powerful requires more time to explore if you want to “get it right.”

The Personalized Brokerage Services Business Development Team will evaluate and explain the “complimentary implementation” option to qualified financial professionals. Contact us today to learn more.

For financial professional use only - not for use with the general public.

Personalized Brokerage Services Personalized Brokerage Services is a full-service marketing and business development agency dedicated to helping build, brand, grow, and protect your practice. As one of the oldest field marketing organizations, celebrating 25 years of helping financial professionals, we offer a full range of services in-house, including advertising, public relations, creative, media planning and buying, interactive design and development, lead generation, strategic planning, practice development, and more.

Even on the day Personalized Brokerage Services was founded, we knew things could never be the same. The needs of financial professionals were changing, and we have been there to respond ever since. And so, what began in 1988, has evolved into a fully-integrated marketing and business development agency focused on helping transform the lives and practices of each individual we have met.

Our focus has never changed! We continue to understand and address the needs of financial professionals and strive to deliver custom holistic solutions to help bring your practice to the next level.

Your current way of doing business got you to where you are today. With careful strategic collaboration, the growth possibilities for your practice are endless.

A key practice development area Personalized Brokerage Services has been focusing on is the requirements of the “Baby Boomer” market. The need for financial

professionals to address the concerns of the Boomer generation for retirement income could never be greater.

The number of Americans that have never even considered the amount of money needed during retirement is shocking. Dan Kadlec with Time Magazine states, “Yet by some estimates fewer than half of Americans have ever tried to divine how much money they will need in the bank in order to retire comfortably.” Are you prepared to tackle the needs of the Boomer generation with retirement income strategies? The opportunity is now!

We’ve developed a turnkey marketing and business development program that helps you address the biggest concerns Boomers face! Not only have we developed a process that has everything from targeted advertising to one-on-one business development methods, but we have decided to work with a small exclusive group of financial professionals so we can help implement everything for you!

In addition to the marketing and practice development opportunities, Personalized Brokerage Services has a dedicated hard-working team of professionals, who hold various insurance licenses and securities registrations, to assist you in achieving your goals with a relentless focus on helping your practice be successful. Because our success is based on your success, we focus our efforts on delivering proprietary training along with personal coaching and mentorship along with insurance solutions to help you write more business.

What are you waiting for? Every moment of your life is a profound opportunity. The opportunity is now!

Source: Sizing up the big question: how much money do you need to retire? TIME, Feb. 2013

Personalized Brokerage Services • 4910 Corporate Centre Dr., Suite 210, Lawrence, KS 66047 • Phone: 800.225.4896 For financial professional use only - not for use with the general public.

CT#1647-12-3-14

For financial professional use only - not for use with the general public.