jan jantsch is the creator of the duct tape marketing system and consulting network and he is also already author of the book "the referral engine." >> always great to be here. >> so this is particularly interesting on the web. because on the web, it doesn't really matter, as a consumer, necessarily, to get your product if you're shopping local. or if you're shopping not local. but people do care about shopping local. and they want to. so what can you do to get people to know that you're shopping local. >> it's not only just that people care, it's that people's behavior has changed dramatically. even if they know they're going to find something or try to find something around the block, they're still turning to the web to find those businesses or to do a little research first. the statistics are dramatic these days, something like 90% to 95% of people start their shopping online, even if they're looking for something that they're going to go in 20 minutes and purchase in a store. so it really has just become an absolutely, you know, foundational part of marketing a small, local business. >