diff --git a/_subsections/marketing-knowledge/social.org b/_subsections/marketing-knowledge/social.org
index e872af1..b16b3a2 100644
--- a/_subsections/marketing-knowledge/social.org
+++ b/_subsections/marketing-knowledge/social.org
@@ -28,7 +28,11 @@
 
 ** make them feel value
 - not 'explain', 'feel'.
-- sell the sizzle not the steak
+- /sell the sizzle not the steak/
 - make their lives better
 - give them something for free
 - bring emotional valu
+
+** rejig contact
+- sometimes you have to just tweak it
+-