April 8, 2024 • 33 mins
Unlock the secrets of digital advertising and entrepreneurial growth with advertising whiz Robert Brill from Brill Media. In our latest chat, Robert and I go beyond the buzzwords, examining the art of combining social media and Google ads to boost business success. Get ready for an unexpected journey as we also delve into Robert's culinary adventures and his delectable Instagram account 'Dude Let's Eat', where personal passions meet professional insights. This episode isn't just a talk; it's a treasure trove of strategies for those looking to leave their mark on the digital landscape while stirring a love for food and culture.
We're serving up a hearty discussion on the crucial ingredient for business success: product-market fit. Whether you're toying with the idea of launching a food truck or setting up a brick-and-mortar restaurant, we examine the advantages of agile business models that allow entrepreneurs to taste-test the market. Plus, I peel back the layers of my own advertising experience, stressing the importance of sales as the ultimate measure of market fit and the power of communication that resonates with customer needs. For anyone hungry to scale their business and navigate the growth stages, from networking to content creation, this conversation with Robert is the recipe for success you've been craving.
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This episode is NOT sponsored. Some product links are affiliate links, meaning we'll receive a small commission if you buy something.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to the Elevate Media Podcast with your
host, chris Anderson.
In this show, chris and hisguests will share their
knowledge and experience on howto go from zero to successful
entrepreneur.
They have built theirbusinesses from scratch and are
now ready to give back to thosewho are just starting.
Let's get ready to learn, growand elevate our businesses.
And now your host, chrisAnderson.
Speaker 2 (00:24):
Welcome back to another recording of the Elevate
Media Podcast.
I'm Chris Anderson, your host.
Today.
We're going to dive into thetopic of advertising running ads
for your business, specificallyon social media, google, things
like that.
So we brought in an expertwho's done this for many, many,
many years.
He owns his company, brillMedia, and this is what they do.
(00:49):
This is what he's done sincestarting that, I believe, back
in 2013.
So, robert Brill Robert,welcome to the LBA Media Podcast
today.
Speaker 3 (01:00):
Thanks for having me, chris, really appreciate it,
yeah absolutely so.
Speaker 2 (01:04):
You know, kind of did a little intro there, but yeah,
tell everybody just high levelreal quick about who you are.
Maybe something people don'tknow about you, That'd be
interesting.
And then a little bit aboutBrill Media.
Speaker 3 (01:13):
Yeah, so, um, I've spent 20 years working in the
advertising business and, uh, 10years ago, I started Brill
Media and, um, our job is toprovide scalable advertising
solutions to both agencies andbusinesses.
One of the reasons I startedthis business is the last job I
had was an hour and a half driveeach way and I just didn't want
(01:36):
to work in an office anymore.
I didn't want to have thatcommute.
I have a food account onInstagram called dude let's eat,
so I post food photos and youknow that was part of my, um, my
testing and hobbies, uh, partof when I started this business.
I was like, okay, let'sunderstand more about the larger
(01:58):
marketing ecosystem and I triedto become an influencer as a
result.
result of that okay my claim tofame as an influencer was
Holiday Inn Express paid me$2,500 to make a Vine video.
Remember Vine.
That was my claim to fame.
Yeah, that's cool.
Speaker 2 (02:17):
So any food in particular, or do you have a
special?
Speaker 3 (02:20):
Just all good food.
It doesn't have to be fancyfood, it could be street food,
it's just like stuff thatphotographs well and that's that
that backs it with, with, uh,with good taste love it.
Speaker 2 (02:33):
That's awesome.
I love food too, man.
So any had any place thatyou've been to around the world
that sticks out in your mindabout food that you've really
like liked the most oh oh,that's a tough one.
Speaker 3 (02:45):
Um, I think the place that sticks out not related to
food, but the the, the place my,my immediate, my mind
immediately went to was, um,hong kong.
Oh, my wife and I went to hongkong, uh, on a little our asia
adventure, and, uh, we lovedhong kong.
It was totally different.
Had some good dim sum there,okay what is?
that, huh, what is it?
(03:05):
It's, uh, shoot, if I can onlytell you, um, I don't, I don't
actually know, uh, what it is.
It's basically like, um, likepork buns or something like.
It's a.
It's a bun, it's a really tastylike, basically very, very
white bun with pork or somethinginside.
So one of the most interestingexperiences we had, so the big
(03:26):
thing about hong kong is, um,everything's in a mall.
The whole city you're in a mall.
So there's a like a district,kind of like in new york they
have the financial district,they have that but, like,
anytime you're going to eatsomething or go shopping for
anything, it's inside a mall.
So there's this place calledLantau Island, which is on the
(03:48):
outskirts.
It's this big Buddha that'sbuilt on a mountain.
It's magical there, by the way.
So on the way there we went andwe stopped.
We're like, let's get somelocal food Right from local food
, right.
Oh, invariably, we ended up ata, at a building that had there
was, there was a community ofthree, um, residential buildings
(04:09):
that were, like each 30 storieshigh and at the bottom floor
you had, not surprisingly, malls.
It's like local, local flavormalls.
So we went in.
We're like we're gonna eat andum.
We were the only um non-localsin the spot, and most of the
locals were like older they'relike in their 60s and 70s and so
(04:33):
we just stuck out like a sorethumb.
And the best part about it isno one has napkins.
They don't offer napkins inrestaurants in Hong Kong, so you
have to bring your own napkin.
The nice lady sitting next tous took pity on my wife and I
and we had no idea what we wereordering either and handed us a
bunch of napkins, and we musthave been the highlight of their
day because we were so out ofout of place there.
Speaker 2 (04:53):
So hong kong, it was quite an adventure yeah, so I've
actually I've been to hong kongonce.
Uh, we were like just in hongkong, like the, the heart of it,
for a day, I think layover.
But we went to Xi'an, which isnot super, super terrible
Distance-wise Great Wall,terracotta Warriors are kind of
(05:15):
fairly close.
That's in China.
Yeah, in China, oh cool.
Yeah, in Xi'an.
When we were there, we walkedthrough their kind of they're
like a I don't know.
You know downtown cities herein the US.
They have like all the antiquemalls and like you can walk out
kind of.
It was kind of like that, butthey had a lot of booths and
selling things.
(05:35):
And my memory of food therebesides the food at the at the
university, because we went torun a leadership convention for
the college kids there, oh cool,at the university, because we
went to run a leadershipconvention for the college kids
there, oh cool.
They're all like watermelonrice and some sort of meat on a
stick, uh, and I would like Iwas like, oh, I was super hungry
all the time because, like, I'mused to eating whatever, so I
get like 70s, seven of theseshababs with all this whatever
(05:59):
meat it was on the stick and thekids, like the college kids
there.
The chinese kids were like, ohmy, my nickname to them was meat
man because I would just loadmy tray with these things and
they'd like, oh, my, like it wascrazy.
But we were walking out in thisthe market area, uh, and they
had all these vendors and likestreet food stuff and, um, my
(06:21):
friend was like dude, I bet you10 bucks I think it was 10 bucks
, I hope it was more after youhear this, but you know, I'll
bet you that you won't eatsomething I pick off the street
vendor food stuff.
Like you bet, go ahead.
Uh, and so he did.
He picked a tarantula and, oh,he bought a stick.
Um, and thankfully he didn'tmake me, don't?
(06:43):
He said I just bet you won'ttake a bite and eat it and stuff
.
And I did, and it was.
It was different.
Um, would it be on the top ofmy good food list.
Speaker 3 (06:51):
But yeah, speaking of tarantulas.
Speaking of tarantulas, checkout the new Adam Sandler movie
on Netflix.
Is that the video that's?
That's the space one.
Oh, not his animated one.
No, it's Adam Sandler in space.
Okay, let me check that out,okay, apropos of Tarantulas,
(07:15):
it's the craziest film.
I didn't know he had that oneout there, but yeah so it's new,
it's like a week old orsomething.
Speaker 2 (07:19):
Oh, wow, okay, yeah, I'll check it out.
But, yeah, wow, okay, yeah,I'll check it out, but yeah.
So when you said China, I waslike that brought back memories
of food for me.
Yeah, so well, that's cool.
So you know, you know food, allthese businesses, you know
restaurants yeah, especially ifthey I feel like restaurants are
a harder industry because, likeit's based on people's likes
(07:41):
and stuff.
So you're going to have tomarket, you're going to have and
I have to, like you said, payfor photos, pay for different
things and, just like otherbusinesses, we have to pay for
marketing right to, to expandour reach, yeah, especially with
so much going on.
So do you think, like kind ofjust to jump into it?
Is there a a level thatbusiness should get to before
(08:02):
considering paying for ads to beput out there?
Speaker 3 (08:07):
there is a level, but it's not a financial level,
it's a.
It's a metric for, um, thesuccess of the business.
It's do you have product marketfit?
Restaurants are pretty, prettystraightforward, yeah.
What is explain that toeverybody?
So product market fit, in verysimple way, is are people buying
(08:27):
from you?
Are people spending money tobuy the product or service that
you have?
And there's a few ways you knowif you do and there's a few
ways to know if you don't.
If you do have product marketfit, you're finding that it's
really easy to sell your productor service.
Maybe not easy, but you can doit.
Yeah, if you don't have productmarket fit, no one's buying or
(08:48):
very few people are buying.
So diagnosing product marketfit can be a number of different
things.
So let's take the restaurant,for example.
I'm trying to think where areyou located?
By the way, we're in Indiana,indiana, okay.
So I'm in Los Angeles, okay, Ijust flew back from Vegas last
(09:08):
night for a conference, and thenthere's a place called Peiwei
P-E-I-W-E-I Okay, I think it'slike Chinese or Asian fast food
or Chinese fast food orsomething like that, and I guess
you do have it.
You have Panda Express out herein Los Angeles.
That's kind of like fast food.
But if you let's say Caribbeanfast food, I've never seen a
(09:30):
Caribbean fast food place.
Is it good?
Probably I've had Caribbeanfood.
It's fantastic.
So if you're like, okay, I'mgoing to give you my mother's
recipe from the Caribbean, right?
Someone comes over here.
They're like this is going tobe the spiel, it's everything
right.
Someone comes over here,they're like this is going to be
the spiel, it's everythingright.
There's Cuban food, which isgreat, which is, you know, the
(09:50):
plantains and all that stuff.
But let's say it's Caribbean.
You open up the restaurant.
First of all, you shouldn't openup a restaurant.
You should open up a cart, atruck, because it's far less
investment and you can test andyou can actually go to different
locations.
So, first of all, the firstsort of like tangential insight
there is spend as little moneyas possible to figure it out.
But let's say you open thistruck and you can't sell.
(10:13):
That's an insight that youdon't have product market fit
because what you have peopledon't want.
Okay, yeah.
So at that point you've got todiagnose why aren't people
buying?
Is it actually because theydon't want it, like the food is
not good?
Is it because the food doesn'tmesh with the palates of the
united states, is it becauseit's priced really expensive,
(10:36):
like I spent 40 at a food truckfor a uh, for a uh in in sherman
oaks in the valley, for likerice and I'm trying to remember
what it's called, but basicallylike a plate of rice meat
chicken stir fry.
(10:57):
Okay, it was amazing, it wasgreat.
The flavors were on point.
It was great, the flavors wereon point.
Would I buy it again?
Maybe if I'm feeling special,if I'm feeling lucky, I'm
feeling like I'm having a goodday, I want to celebrate
something, but like that's a lotof money for a food, sure, or
off of a truck, yeah Right.
So you've got to decide dopeople actually want what you
(11:20):
have?
Do they want it, but your pricein the wrong direction?
You know that's that's where Iwould kind of go with it.
So you should start.
You can use marketingadvertising to help you
determine product market fit,but the thing is you have to.
Oops, there we go.
Sorry I might, am I stalled onyou?
(11:41):
There we?
Yep, I don't know what's goingon.
You can use marketing andadvertising to help you find
product market fit, but you haveto have that be your core goal.
You should not.
If you don't know if you haveproduct market fit, you should
(12:02):
not start spending money onadvertising and, by the way, the
definition of advertising rightfor everyone listening.
You're paying a publisher,television network, something
You're paying someone to delivera message to their users,
paying for advertising space,paying for delivering messages.
(12:23):
Now you can post on socialmedia and that's free because
you're not paying anyone,although you might have
production costs in whatever thecase is, but you shouldn't
spend money to amplify a messagethat is fundamentally selling
something that people don't want.
That's a really long answer toa very short question.
Speaker 2 (12:47):
And I think that's I think it's a great point.
I think you have to make surewhat you're trying to sell, you
know, is viable in the market,right?
Like you said, it's got to fitin.
People got to want it.
They got to want to be able topay whatever you're trying to
charge.
Do you do pay whatever you'retrying to charge?
Do you find that there is apiece that is most commonly the
reason that it's not a fit?
(13:08):
Is it price?
Is it-.
Speaker 3 (13:11):
They don't know how to market.
They don't know how to so youknow, I've seen entrepreneurs
who create really bad websites.
And you know, look, if you cansell like business to business,
your website doesn't matter asmuch.
Right, it lends you a littlebit of credibility, but no one's
going to go to a website in theearly days and buy it because
(13:31):
of the website.
But if your website is bad,that'll be a reason why they
don't buy.
It's sort of like a weirdconundrum there.
Like for my business, I tooktwo years to figure out product
market fit.
How do I go to market Like Iknew what I was doing?
The question is, I don't knowthe words and phrases to say to
get people to spend money withus.
Until I did, and then it wasgreat, yeah.
(13:52):
So I think I think you've justgot to like, experiment and
tinker until you find some modelfor every business owner, I
think, in every vertical niche,et cetera.
It has to be predictable,repeatable and scalable business
growth.
That's what we're all lookingfor, yep.
Speaker 2 (14:12):
So you said it took you two years to figure that out
, to get the wording right.
What do you mean by getting thewording right?
Your process?
Speaker 3 (14:22):
Yeah.
So what I learned is that andthis is so obvious I just didn't
know how to do it.
So, coming out of college orcoming out of college, I spent
10 years in advertising and then, 10 years, started my business.
I knew the practice of how to,like, make advertising campaigns
work.
I didn't know how to sell.
I did not talk to people thatwould get them to spend money
(14:43):
with us.
So you know, like, there's thisthing called programmatic
advertising.
It's the use of data, targetingand technology In 2024, it's
just sort of the de facto waythat advertising works.
But in 2013, 14, 15, it was kindof like new Gotcha.
I'd go to restaurants and I'dsay, hey, we do programmatic
advertising.
(15:03):
They're like cool, I have noidea what that is.
I'll see you later Becauseconfused people don't buy.
So it's obvious now.
But I didn't know how to talkabout ourselves in a way that
was compelling to the people whohad money to spend with us.
And so when I talked torestaurants, for example, I said
things like we're going to getmore people into your restaurant
during your slow times andwe're going to increase your
(15:26):
order value.
That resonates with them thefact that I know about
programmatic or hyperlocal, allthese cool things, programmatic.
The rule of programmaticadvertising is just don't call
it programmatic.
But even you know we weretalking about hyperlocal
advertising which is using whichis using location behaviors to
figure out where people are andserve them ads.
(15:47):
Like, if you go to a specificrestaurant, I can isolate anyone
who went into that location andserve them ads.
After the fact, rightunderstand hyper and they
understand local, like it, kindof like it sounds cool.
But you only have so much roomin a conversation for these
jargony terms.
Speaker 2 (16:06):
for the rest of the conversation it has to be about
you, your problems and how I cansolve your problems yeah, and
then you know, obviously you gotto show the value right versus
the price and in comparison, andso if people are trying to,
really I love this, I thinkfinding their market value there
and product market value likethere's so much there, right,
(16:31):
because you said you took twoyears.
So how do you?
Did you just suggest people goand just talk to their ideal
clients, prospects, to figureall this out, or do you have a
different process to hone in onthat?
Speaker 3 (16:46):
you know, I think I'm going to like change our slogan
to include the word boring, youknow, in it, because everything
we do is boring, like it's likeI'm not.
Like this is not about growthhacks, this is not about
shortcuts, like you've got toput in the work to figure it out
.
So that's exactly what Isuggest You've got to talk to
(17:09):
people until you know how todeliver a message that people
like.
That's it.
It took me two years.
I went to conferences, I wentto meetups, I went to local
events.
I went to any environment whereI could talk about our business
, to local events.
I went to any environment whereI could talk about our business
and I'd pay attention towhether people's eyes glossed
over or they actually engagewith me, and they're.
(17:30):
You know, glossing over couldmean I'm not talking to the
right person.
True, I'm going to wait forthis to.
Yeah, there you go.
Sorry about that.
I don't know what's going on.
Maybe, I need to restart mycomputer, I don't know.
So it's possible talking to thewrong person is going to be the
cause of someone glossing over.
That's another insight.
(17:50):
Right, don't waste your timetalking to people who are not
the decision makers or who arein a completely different
industry and have no need foradvertising or marketing.
So you start to understand whoyour ideal customer is.
I just did the old fashionedway because I think that's
important, because you know,when you're a business owner, as
you know, you've got a.
Every dollar not spent today isdollar that can provide you
(18:12):
runway for tomorrow.
So what's the point ofadvertising if I don't have
product market fit?
I didn't call it product marketfit at the time.
Call it product market fit atthe time I just like I don't
think.
Basically, it was me feelingnot confident in my ability to
actually advertise and beeffective.
That it was just.
I just felt it.
Speaker 2 (18:32):
But now, looking back at it, 10 years, I would call
it it's not having productmarket fit so you know, with
that, when people are going outand they're trying to connect
and you know, just go torepetitions, right, they're,
they're doing that, say theykind of get it down, they kind
(18:54):
of see that it's working.
You know they're having thoseconversations and people are
like, yeah, let's do it, likethere's no real hesitation.
Then it's just you know thewhole process of okay, you know,
depending on your business,contract sign pay all that stuff
.
So they kind of got it down.
Now it's just a numbers game,right After that.
Would you agree with that?
Just getting your front now ofenough of those ideal clients.
Speaker 3 (19:18):
In a macro level, yes , but in practice it's much more
nuanced than that, okay.
So what you figured out is sowhen you, when you achieve
product market fit, you findthat you have money because you
have revenue, people are buyingfrom you, right?
So then it's developing acompletely different set of
(19:39):
skills.
Like you, you've basicallyproven that your business can,
can, can, exist in thisenvironment, in the, in this
marketplace.
So now you've got to almostlike you've got to stop doing
that work.
Like when I established ProductMarket Fit, I stopped going to
all the conferences because mymarket wasn't there.
Yeah, I was like I need toactually do now, learn a
(20:01):
complete set, different set ofthings to grow.
So there's a few challenges thathappen when you have product
market fit.
The first is that now you have,now you're inundated with work,
account management for us, wewere doing the ad buying.
Okay, I've got a man.
Like it was only me, I.
I've got to manage thesecampaigns.
I've got to cash the checks.
(20:22):
I've got to reconcile the books, which was like dirty Excel,
like it wasn't.
It wasn't done.
You know, I knew the, thepractitioner work.
I basically re-earned theopportunity to do what I knew
how to do best, which is adbuying.
So when you, when you grow thebusiness, now, you've got to
balance a few different platesto ensure that everything works.
(20:45):
Once you get, once you figureout how to balance everything,
then you can go back to sellingagain.
So there's a little bit of a ofa start and stop.
Start and stop, yeah, so whenyou're restarting that growth
engine, you're probably doingsomething very differently.
So now you've got to see if youcan scale, and scale comes from
(21:07):
social content posting, andthat's that's yet a different
skill.
Speaker 1 (21:12):
Yeah.
Speaker 3 (21:12):
It's maybe like you starting a podcast because you
want to reach more people.
That's yet a different skill.
It may be advertising, which isthen a different skill, and you
probably at some point as, asyou know, uh, don't do it
yourself hire an expert, becausean expert will accelerate you
for tens of thousands orhundreds of thousands of dollars
(21:33):
of poor investments that youwouldn't make if you had an
expert in your corner and saveyou thousands of hours of
anguish and lost opportunitybecause you're not doing it
right.
So once you have product marketfit, you're really looking for
a way to deliver thatpredictable, repeatable and
(21:55):
scalable, and that could takeyears For us.
What I learned, what I sort offigured out in that period, was
that we're a partnership company, we're entrepreneurs, so we go
to market as outsourced adbuying or white label media
buying this idea that a creativeagency or a strategy firm or a
(22:16):
general marketing company knowshow to do other things really
well, but they don't understandad buying, so they partner up
with us.
(22:54):
No-transcript.
All were people who ended upbecoming clients.
That grows to a certain amount.
So now you've got thesedifferent stages and then now
over the last three-ish years,we've been trying to grow out of
(23:16):
that.
So we've established marketingand advertising efforts for our
business.
So at every stage of thebusiness you've kind of got to
like, like, reinvent what youknow how to do effectively what
you know how to do effectively,yeah, and along the way, spend a
ton more money in expertiseeither consultants or in-house
(23:40):
expertise to level up.
Speaker 2 (23:40):
Sorry, no, you're good.
Yeah, I, I completely agree.
And it's kind of like with ourjourney.
My journey was elevate, like Ican.
Kind of same thing likestarting out with we were doing
all, or I was doing all thevideo editing.
I was doing everything wearingall the hats and got to the
point where you were, we weredoing good, and so I was like,
okay, now I have to have a teamto be able to scale what we're
(24:00):
doing.
And then we started to do alittle bit more of video
production outside of you, justvideo podcasting or editing, uh,
social media content.
That was already filled.
We actually go and we recordproductions.
We do productions in person now.
But now we're at that pointwhere it's like, okay, now, like
it looks different again.
Right, I'm doing, you know I'mdoing that.
(24:21):
I'm I'm kind of the main personin the marketing and outreach.
I'm going to go talk to thepeople.
Find the new people on my teamare doing all the technical
stuff, which is great, because Ilove talking to people, I love
meeting new people and and thatprocess.
And now I'm just I'm at thepoint where I'm like we're
trying to hone that message evenmore, so we have like a better
fit in the market so we can thenpossibly look into ads in the
(24:43):
future and it's, it's, it is.
I mean, you're spot on with thedifferent levels and different
stages and what that looks likeand it, yeah, it's.
It's a journey for sure, it'sexciting, it's fun and it can be
challenging for sure.
But, yeah, I could agree morewith that and how that looks.
Speaker 3 (24:59):
It's only.
I think it's only interestingto people who want to take that
um to learn new things.
Yeah, like you don't.
Speaker 2 (25:09):
Yeah, sorry, I didn't mean to interrupt you there.
I was gonna say like I just didan episode on like freelancer
versus agency kind of model andthat it's okay if you're a
freelancer and that's all youwant, like that's fine.
Yeah, like the agency stuff,like you're gonna have to learn
new things and and scale andbuild and bring people in, and
so there's like difference butlike what's not better than the
other, or one's not right versusthe other, it's just you know
(25:31):
what's right for you, kind ofthing right.
What's right for you, knowthyself yeah yes, for sure, and
so you know, with that, ifsomeone, okay.
So obviously this is what youall do.
So if someone is trying to doads on them for themselves, do
you?
Is there any suggestions ortips you would give them?
(25:53):
Let's say, they don't maybehave enough to invest into your
company, or something like that.
What would be maybe a couplelittle things that they should
be thinking over, looking for,looking out for when they're
trying to create an ad?
Speaker 3 (26:04):
100%.
So to get started with us, bythe way, the low entry point is
$1,500 a month and 1,000 of thatgoes to ad buying and 500 is a
fee to us, and then usually ourlarger clients will be $500,000
a month.
So we know how to scale forboth up and down.
So this is what we recommend.
(26:27):
Most companies will haveclients on meta or customers on
meta.
So let's talk about how toleverage meta to grow a business
.
So there's a three-part processthat culminates in training
meta to find your best customersby training the meta algorithm.
(26:47):
So this is how you train themeta algorithm.
Number one you're going toignore any of the targeting for
retargeting, lookalike keywordsor interest.
Don't do any of that.
Set up ad groups that aretargeting age, gender and
location the broadest you canpossibly do.
(27:08):
Now, if you're a restaurant andpeople will drive five miles to
your restaurant, your broadtargeting geographic parameter
is five miles around the address.
If you're a services companylike ours, we can work with any
agency or any business in theUnited States.
So our broad geographictargeting is across the United
States.
Age is going to be 25 to 65 andgender men and women.
(27:33):
Okay, so very broad.
The next thing you're going todo is commit to creating five
ads per month.
Now, when you have metaadvertising, which is inclusive
of inventory on Facebook andInstagram, and you create those
ads, you have three differentelements inside each ad.
You have a primary text at thetop, image or video in the
(27:55):
middle and headline at thebottom.
You're going to create five adsfor the same sort of product
and service and you're going todisassemble all of the different
elements.
So you're going to have fiveprimary texts, five images or
video and five headlines.
You're going to mix and matchin all the possible variations,
which will result in 125possible ad variations.
(28:16):
But you're not going to have torun 125 different ads Takes too
much time and too much money.
What you're going to do is usescience.
You're going to use control andvariable testing, powered by
Meta's algorithm to determineestimated action rate, which is
really this idea of like.
If you spend a ton more moneyon any individual element, which
(28:38):
element is going to be the mosteffective?
What does Meta like and what docustomers like on Meta?
So this is the way you go from125 different possible ad
variations and you're going tocontinue this testing process
until you have one all-star adevery month.
Okay, and what this does?
(28:58):
And you could do this withhundreds of dollars a month, or
thousands, or tens of thousands,whatever the case is.
And there's a few things thathappen along the way.
Number one you are giving Metayour best ad creative, and the
best ad creative is this oneall-star ad every month that
(29:19):
will power most of the leads andmost of the sales for your
campaign.
So that's number one.
So you're giving Meta your bestads.
Number two by discerning whichis your all-star ad every month
so you're doing all of this in30 days.
By discerning which is yourall-star ad, the business starts
(29:41):
to understand the best ways tomessage to their customers.
Over time, you understand whichproducts and services offers,
discounts and even audiencesresonate for the business,
because this illustrates as atangential point, this
illustrates this idea thatadvertising is a real-time focus
(30:02):
group.
The marketplace of thecustomers tell you exactly what
they want from you, which isthen another way of ascertaining
product market fit.
If you don't have it so, broadtargeting, creative testing and
these insights collectivelytrain Meta to find your best
customers, and that's how ouragency is doing it.
(30:24):
That's how massivemultinational ad agencies are
doing it.
They're not doing any age.
They're not doing any keywordinterest lookalike or
remarketing, because Metadoesn't want you to do that
anymore.
Speaker 2 (30:38):
Interesting.
Yeah, I'm just fascinated.
Obviously, you guys can hearand see why it can get really
you know in-depth and why it'simportant to be able to, you
know, utilize people who aregreat in it if you can.
And so you know in-depth andwhy it's important to be able to
, you know, utilize people whoare great in it if you can.
And so you know, robert, again,I appreciate you shared all
that right there, but everythingelse you shared during this
conversation, so it's been, it'sbeen fantastic.
(30:59):
You know it gets my wheelsturning a little bit and you
know, thinking of all this andhow to continue to scale and
grow, and I think everyone elsecan do the same.
You know, as we're closingthings out, where can people
come?
Find you, connect with you,learn more about you.
Speaker 3 (31:15):
Yeah, absolutely so.
Our website is brillmediaco B,as in boy R-I-L-L.
Mediaco.
We also have a course thatwe're launching up soon for
anyone that wants to learn howto create an advertising or
marketing firm and outsourceeverything.
So all you have to do is talkto people and, you know, do the
fun stuff.
Yeah, we're launching that aswell, and, if you want, we have
(31:38):
a 13 minute um like explainer ofthat, um training metas
algorithm.
So all you gotta do is email me, robert, at brillmediaco, type
in f FB ad or Facebook ad in thesubject line I'll give you the
link to that Awesome.
Speaker 2 (31:54):
Well, yeah, everyone, make sure you get connected
with Robert, see what they'redoing, learn from and, yeah, if
you're in the market to havesomeone help you with ads, reach
out to them.
So, robert, again, I appreciatebeing on the Elevate Media
podcast today.
Speaker 3 (32:06):
Thanks, chris, appreciate it.
Speaker 1 (32:09):
Thank you for listening to the Elevate Media
Podcast.
Don't forget to subscribe andleave a review.
See you in the next episode.
Welcome to the Elevate Media Podcast with your
host, chris Anderson.
In this show, chris and hisguests will share their
knowledge and experience on howto go from zero to successful
entrepreneur.
They have built theirbusinesses from scratch and are
now ready to give back to thosewho are just starting.
Let's get ready to learn, growand elevate our businesses.
And now your host, chrisAnderson.
Speaker 2 (00:24):
Welcome back to another recording of the Elevate
Media Podcast.
I'm Chris Anderson, your host.
Today.
We're going to dive into thetopic of advertising running ads
for your business, specificallyon social media, google, things
like that.
So we brought in an expertwho's done this for many, many,
many years.
He owns his company, brillMedia, and this is what they do.
(00:49):
This is what he's done sincestarting that, I believe, back
in 2013.
So, robert Brill Robert,welcome to the LBA Media Podcast
today.
Speaker 3 (01:00):
Thanks for having me, chris, really appreciate it,
yeah absolutely so.
Speaker 2 (01:04):
You know, kind of did a little intro there, but yeah,
tell everybody just high levelreal quick about who you are.
Maybe something people don'tknow about you, That'd be
interesting.
And then a little bit aboutBrill Media.
Speaker 3 (01:13):
Yeah, so, um, I've spent 20 years working in the
advertising business and, uh, 10years ago, I started Brill
Media and, um, our job is toprovide scalable advertising
solutions to both agencies andbusinesses.
One of the reasons I startedthis business is the last job I
had was an hour and a half driveeach way and I just didn't want
(01:36):
to work in an office anymore.
I didn't want to have thatcommute.
I have a food account onInstagram called dude let's eat,
so I post food photos and youknow that was part of my, um, my
testing and hobbies, uh, partof when I started this business.
I was like, okay, let'sunderstand more about the larger
(01:58):
marketing ecosystem and I triedto become an influencer as a
result.
result of that okay my claim tofame as an influencer was
Holiday Inn Express paid me$2,500 to make a Vine video.
Remember Vine.
That was my claim to fame.
Yeah, that's cool.
Speaker 2 (02:17):
So any food in particular, or do you have a
special?
Speaker 3 (02:20):
Just all good food.
It doesn't have to be fancyfood, it could be street food,
it's just like stuff thatphotographs well and that's that
that backs it with, with, uh,with good taste love it.
Speaker 2 (02:33):
That's awesome.
I love food too, man.
So any had any place thatyou've been to around the world
that sticks out in your mindabout food that you've really
like liked the most oh oh,that's a tough one.
Speaker 3 (02:45):
Um, I think the place that sticks out not related to
food, but the the, the place my,my immediate, my mind
immediately went to was, um,hong kong.
Oh, my wife and I went to hongkong, uh, on a little our asia
adventure, and, uh, we lovedhong kong.
It was totally different.
Had some good dim sum there,okay what is?
that, huh, what is it?
(03:05):
It's, uh, shoot, if I can onlytell you, um, I don't, I don't
actually know, uh, what it is.
It's basically like, um, likepork buns or something like.
It's a.
It's a bun, it's a really tastylike, basically very, very
white bun with pork or somethinginside.
So one of the most interestingexperiences we had, so the big
(03:26):
thing about hong kong is, um,everything's in a mall.
The whole city you're in a mall.
So there's a like a district,kind of like in new york they
have the financial district,they have that but, like,
anytime you're going to eatsomething or go shopping for
anything, it's inside a mall.
So there's this place calledLantau Island, which is on the
(03:48):
outskirts.
It's this big Buddha that'sbuilt on a mountain.
It's magical there, by the way.
So on the way there we went andwe stopped.
We're like, let's get somelocal food Right from local food
, right.
Oh, invariably, we ended up ata, at a building that had there
was, there was a community ofthree, um, residential buildings
(04:09):
that were, like each 30 storieshigh and at the bottom floor
you had, not surprisingly, malls.
It's like local, local flavormalls.
So we went in.
We're like we're gonna eat andum.
We were the only um non-localsin the spot, and most of the
locals were like older they'relike in their 60s and 70s and so
(04:33):
we just stuck out like a sorethumb.
And the best part about it isno one has napkins.
They don't offer napkins inrestaurants in Hong Kong, so you
have to bring your own napkin.
The nice lady sitting next tous took pity on my wife and I
and we had no idea what we wereordering either and handed us a
bunch of napkins, and we musthave been the highlight of their
day because we were so out ofout of place there.
Speaker 2 (04:53):
So hong kong, it was quite an adventure yeah, so I've
actually I've been to hong kongonce.
Uh, we were like just in hongkong, like the, the heart of it,
for a day, I think layover.
But we went to Xi'an, which isnot super, super terrible
Distance-wise Great Wall,terracotta Warriors are kind of
(05:15):
fairly close.
That's in China.
Yeah, in China, oh cool.
Yeah, in Xi'an.
When we were there, we walkedthrough their kind of they're
like a I don't know.
You know downtown cities herein the US.
They have like all the antiquemalls and like you can walk out
kind of.
It was kind of like that, butthey had a lot of booths and
selling things.
(05:35):
And my memory of food therebesides the food at the at the
university, because we went torun a leadership convention for
the college kids there, oh cool,at the university, because we
went to run a leadershipconvention for the college kids
there, oh cool.
They're all like watermelonrice and some sort of meat on a
stick, uh, and I would like Iwas like, oh, I was super hungry
all the time because, like, I'mused to eating whatever, so I
get like 70s, seven of theseshababs with all this whatever
(05:59):
meat it was on the stick and thekids, like the college kids
there.
The chinese kids were like, ohmy, my nickname to them was meat
man because I would just loadmy tray with these things and
they'd like, oh, my, like it wascrazy.
But we were walking out in thisthe market area, uh, and they
had all these vendors and likestreet food stuff and, um, my
(06:21):
friend was like dude, I bet you10 bucks I think it was 10 bucks
, I hope it was more after youhear this, but you know, I'll
bet you that you won't eatsomething I pick off the street
vendor food stuff.
Like you bet, go ahead.
Uh, and so he did.
He picked a tarantula and, oh,he bought a stick.
Um, and thankfully he didn'tmake me, don't?
(06:43):
He said I just bet you won'ttake a bite and eat it and stuff
.
And I did, and it was.
It was different.
Um, would it be on the top ofmy good food list.
Speaker 3 (06:51):
But yeah, speaking of tarantulas.
Speaking of tarantulas, checkout the new Adam Sandler movie
on Netflix.
Is that the video that's?
That's the space one.
Oh, not his animated one.
No, it's Adam Sandler in space.
Okay, let me check that out,okay, apropos of Tarantulas,
(07:15):
it's the craziest film.
I didn't know he had that oneout there, but yeah so it's new,
it's like a week old orsomething.
Speaker 2 (07:19):
Oh, wow, okay, yeah, I'll check it out.
But, yeah, wow, okay, yeah,I'll check it out, but yeah.
So when you said China, I waslike that brought back memories
of food for me.
Yeah, so well, that's cool.
So you know, you know food, allthese businesses, you know
restaurants yeah, especially ifthey I feel like restaurants are
a harder industry because, likeit's based on people's likes
(07:41):
and stuff.
So you're going to have tomarket, you're going to have and
I have to, like you said, payfor photos, pay for different
things and, just like otherbusinesses, we have to pay for
marketing right to, to expandour reach, yeah, especially with
so much going on.
So do you think, like kind ofjust to jump into it?
Is there a a level thatbusiness should get to before
(08:02):
considering paying for ads to beput out there?
Speaker 3 (08:07):
there is a level, but it's not a financial level,
it's a.
It's a metric for, um, thesuccess of the business.
It's do you have product marketfit?
Restaurants are pretty, prettystraightforward, yeah.
What is explain that toeverybody?
So product market fit, in verysimple way, is are people buying
(08:27):
from you?
Are people spending money tobuy the product or service that
you have?
And there's a few ways you knowif you do and there's a few
ways to know if you don't.
If you do have product marketfit, you're finding that it's
really easy to sell your productor service.
Maybe not easy, but you can doit.
Yeah, if you don't have productmarket fit, no one's buying or
(08:48):
very few people are buying.
So diagnosing product marketfit can be a number of different
things.
So let's take the restaurant,for example.
I'm trying to think where areyou located?
By the way, we're in Indiana,indiana, okay.
So I'm in Los Angeles, okay, Ijust flew back from Vegas last
(09:08):
night for a conference, and thenthere's a place called Peiwei
P-E-I-W-E-I Okay, I think it'slike Chinese or Asian fast food
or Chinese fast food orsomething like that, and I guess
you do have it.
You have Panda Express out herein Los Angeles.
That's kind of like fast food.
But if you let's say Caribbeanfast food, I've never seen a
(09:30):
Caribbean fast food place.
Is it good?
Probably I've had Caribbeanfood.
It's fantastic.
So if you're like, okay, I'mgoing to give you my mother's
recipe from the Caribbean, right?
Someone comes over here.
They're like this is going tobe the spiel, it's everything
right.
Someone comes over here,they're like this is going to be
the spiel, it's everythingright.
There's Cuban food, which isgreat, which is, you know, the
(09:50):
plantains and all that stuff.
But let's say it's Caribbean.
You open up the restaurant.
First of all, you shouldn't openup a restaurant.
You should open up a cart, atruck, because it's far less
investment and you can test andyou can actually go to different
locations.
So, first of all, the firstsort of like tangential insight
there is spend as little moneyas possible to figure it out.
But let's say you open thistruck and you can't sell.
(10:13):
That's an insight that youdon't have product market fit
because what you have peopledon't want.
Okay, yeah.
So at that point you've got todiagnose why aren't people
buying?
Is it actually because theydon't want it, like the food is
not good?
Is it because the food doesn'tmesh with the palates of the
united states, is it becauseit's priced really expensive,
(10:36):
like I spent 40 at a food truckfor a uh, for a uh in in sherman
oaks in the valley, for likerice and I'm trying to remember
what it's called, but basicallylike a plate of rice meat
chicken stir fry.
(10:57):
Okay, it was amazing, it wasgreat.
The flavors were on point.
It was great, the flavors wereon point.
Would I buy it again?
Maybe if I'm feeling special,if I'm feeling lucky, I'm
feeling like I'm having a goodday, I want to celebrate
something, but like that's a lotof money for a food, sure, or
off of a truck, yeah Right.
So you've got to decide dopeople actually want what you
(11:20):
have?
Do they want it, but your pricein the wrong direction?
You know that's that's where Iwould kind of go with it.
So you should start.
You can use marketingadvertising to help you
determine product market fit,but the thing is you have to.
Oops, there we go.
Sorry I might, am I stalled onyou?
(11:41):
There we?
Yep, I don't know what's goingon.
You can use marketing andadvertising to help you find
product market fit, but you haveto have that be your core goal.
You should not.
If you don't know if you haveproduct market fit, you should
(12:02):
not start spending money onadvertising and, by the way, the
definition of advertising rightfor everyone listening.
You're paying a publisher,television network, something
You're paying someone to delivera message to their users,
paying for advertising space,paying for delivering messages.
(12:23):
Now you can post on socialmedia and that's free because
you're not paying anyone,although you might have
production costs in whatever thecase is, but you shouldn't
spend money to amplify a messagethat is fundamentally selling
something that people don't want.
That's a really long answer toa very short question.
Speaker 2 (12:47):
And I think that's I think it's a great point.
I think you have to make surewhat you're trying to sell, you
know, is viable in the market,right?
Like you said, it's got to fitin.
People got to want it.
They got to want to be able topay whatever you're trying to
charge.
Do you do pay whatever you'retrying to charge?
Do you find that there is apiece that is most commonly the
reason that it's not a fit?
(13:08):
Is it price?
Is it-.
Speaker 3 (13:11):
They don't know how to market.
They don't know how to so youknow, I've seen entrepreneurs
who create really bad websites.
And you know, look, if you cansell like business to business,
your website doesn't matter asmuch.
Right, it lends you a littlebit of credibility, but no one's
going to go to a website in theearly days and buy it because
(13:31):
of the website.
But if your website is bad,that'll be a reason why they
don't buy.
It's sort of like a weirdconundrum there.
Like for my business, I tooktwo years to figure out product
market fit.
How do I go to market Like Iknew what I was doing?
The question is, I don't knowthe words and phrases to say to
get people to spend money withus.
Until I did, and then it wasgreat, yeah.
(13:52):
So I think I think you've justgot to like, experiment and
tinker until you find some modelfor every business owner, I
think, in every vertical niche,et cetera.
It has to be predictable,repeatable and scalable business
growth.
That's what we're all lookingfor, yep.
Speaker 2 (14:12):
So you said it took you two years to figure that out
, to get the wording right.
What do you mean by getting thewording right?
Your process?
Speaker 3 (14:22):
Yeah.
So what I learned is that andthis is so obvious I just didn't
know how to do it.
So, coming out of college orcoming out of college, I spent
10 years in advertising and then, 10 years, started my business.
I knew the practice of how to,like, make advertising campaigns
work.
I didn't know how to sell.
I did not talk to people thatwould get them to spend money
(14:43):
with us.
So you know, like, there's thisthing called programmatic
advertising.
It's the use of data, targetingand technology In 2024, it's
just sort of the de facto waythat advertising works.
But in 2013, 14, 15, it was kindof like new Gotcha.
I'd go to restaurants and I'dsay, hey, we do programmatic
advertising.
(15:03):
They're like cool, I have noidea what that is.
I'll see you later Becauseconfused people don't buy.
So it's obvious now.
But I didn't know how to talkabout ourselves in a way that
was compelling to the people whohad money to spend with us.
And so when I talked torestaurants, for example, I said
things like we're going to getmore people into your restaurant
during your slow times andwe're going to increase your
(15:26):
order value.
That resonates with them thefact that I know about
programmatic or hyperlocal, allthese cool things, programmatic.
The rule of programmaticadvertising is just don't call
it programmatic.
But even you know we weretalking about hyperlocal
advertising which is using whichis using location behaviors to
figure out where people are andserve them ads.
(15:47):
Like, if you go to a specificrestaurant, I can isolate anyone
who went into that location andserve them ads.
After the fact, rightunderstand hyper and they
understand local, like it, kindof like it sounds cool.
But you only have so much roomin a conversation for these
jargony terms.
Speaker 2 (16:06):
for the rest of the conversation it has to be about
you, your problems and how I cansolve your problems yeah, and
then you know, obviously you gotto show the value right versus
the price and in comparison, andso if people are trying to,
really I love this, I thinkfinding their market value there
and product market value likethere's so much there, right,
(16:31):
because you said you took twoyears.
So how do you?
Did you just suggest people goand just talk to their ideal
clients, prospects, to figureall this out, or do you have a
different process to hone in onthat?
Speaker 3 (16:46):
you know, I think I'm going to like change our slogan
to include the word boring, youknow, in it, because everything
we do is boring, like it's likeI'm not.
Like this is not about growthhacks, this is not about
shortcuts, like you've got toput in the work to figure it out
.
So that's exactly what Isuggest You've got to talk to
(17:09):
people until you know how todeliver a message that people
like.
That's it.
It took me two years.
I went to conferences, I wentto meetups, I went to local
events.
I went to any environment whereI could talk about our business
, to local events.
I went to any environment whereI could talk about our business
and I'd pay attention towhether people's eyes glossed
over or they actually engagewith me, and they're.
(17:30):
You know, glossing over couldmean I'm not talking to the
right person.
True, I'm going to wait forthis to.
Yeah, there you go.
Sorry about that.
I don't know what's going on.
Maybe, I need to restart mycomputer, I don't know.
So it's possible talking to thewrong person is going to be the
cause of someone glossing over.
That's another insight.
(17:50):
Right, don't waste your timetalking to people who are not
the decision makers or who arein a completely different
industry and have no need foradvertising or marketing.
So you start to understand whoyour ideal customer is.
I just did the old fashionedway because I think that's
important, because you know,when you're a business owner, as
you know, you've got a.
Every dollar not spent today isdollar that can provide you
(18:12):
runway for tomorrow.
So what's the point ofadvertising if I don't have
product market fit?
I didn't call it product marketfit at the time.
Call it product market fit atthe time I just like I don't
think.
Basically, it was me feelingnot confident in my ability to
actually advertise and beeffective.
That it was just.
I just felt it.
Speaker 2 (18:32):
But now, looking back at it, 10 years, I would call
it it's not having productmarket fit so you know, with
that, when people are going outand they're trying to connect
and you know, just go torepetitions, right, they're,
they're doing that, say theykind of get it down, they kind
(18:54):
of see that it's working.
You know they're having thoseconversations and people are
like, yeah, let's do it, likethere's no real hesitation.
Then it's just you know thewhole process of okay, you know,
depending on your business,contract sign pay all that stuff
.
So they kind of got it down.
Now it's just a numbers game,right After that.
Would you agree with that?
Just getting your front now ofenough of those ideal clients.
Speaker 3 (19:18):
In a macro level, yes , but in practice it's much more
nuanced than that, okay.
So what you figured out is sowhen you, when you achieve
product market fit, you findthat you have money because you
have revenue, people are buyingfrom you, right?
So then it's developing acompletely different set of
(19:39):
skills.
Like you, you've basicallyproven that your business can,
can, can, exist in thisenvironment, in the, in this
marketplace.
So now you've got to almostlike you've got to stop doing
that work.
Like when I established ProductMarket Fit, I stopped going to
all the conferences because mymarket wasn't there.
Yeah, I was like I need toactually do now, learn a
(20:01):
complete set, different set ofthings to grow.
So there's a few challenges thathappen when you have product
market fit.
The first is that now you have,now you're inundated with work,
account management for us, wewere doing the ad buying.
Okay, I've got a man.
Like it was only me, I.
I've got to manage thesecampaigns.
I've got to cash the checks.
(20:22):
I've got to reconcile the books, which was like dirty Excel,
like it wasn't.
It wasn't done.
You know, I knew the, thepractitioner work.
I basically re-earned theopportunity to do what I knew
how to do best, which is adbuying.
So when you, when you grow thebusiness, now, you've got to
balance a few different platesto ensure that everything works.
(20:45):
Once you get, once you figureout how to balance everything,
then you can go back to sellingagain.
So there's a little bit of a ofa start and stop.
Start and stop, yeah, so whenyou're restarting that growth
engine, you're probably doingsomething very differently.
So now you've got to see if youcan scale, and scale comes from
(21:07):
social content posting, andthat's that's yet a different
skill.
Speaker 1 (21:12):
Yeah.
Speaker 3 (21:12):
It's maybe like you starting a podcast because you
want to reach more people.
That's yet a different skill.
It may be advertising, which isthen a different skill, and you
probably at some point as, asyou know, uh, don't do it
yourself hire an expert, becausean expert will accelerate you
for tens of thousands orhundreds of thousands of dollars
(21:33):
of poor investments that youwouldn't make if you had an
expert in your corner and saveyou thousands of hours of
anguish and lost opportunitybecause you're not doing it
right.
So once you have product marketfit, you're really looking for
a way to deliver thatpredictable, repeatable and
(21:55):
scalable, and that could takeyears For us.
What I learned, what I sort offigured out in that period, was
that we're a partnership company, we're entrepreneurs, so we go
to market as outsourced adbuying or white label media
buying this idea that a creativeagency or a strategy firm or a
(22:16):
general marketing company knowshow to do other things really
well, but they don't understandad buying, so they partner up
with us.
(22:54):
No-transcript.
All were people who ended upbecoming clients.
That grows to a certain amount.
So now you've got thesedifferent stages and then now
over the last three-ish years,we've been trying to grow out of
(23:16):
that.
So we've established marketingand advertising efforts for our
business.
So at every stage of thebusiness you've kind of got to
like, like, reinvent what youknow how to do effectively what
you know how to do effectively,yeah, and along the way, spend a
ton more money in expertiseeither consultants or in-house
(23:40):
expertise to level up.
Speaker 2 (23:40):
Sorry, no, you're good.
Yeah, I, I completely agree.
And it's kind of like with ourjourney.
My journey was elevate, like Ican.
Kind of same thing likestarting out with we were doing
all, or I was doing all thevideo editing.
I was doing everything wearingall the hats and got to the
point where you were, we weredoing good, and so I was like,
okay, now I have to have a teamto be able to scale what we're
(24:00):
doing.
And then we started to do alittle bit more of video
production outside of you, justvideo podcasting or editing, uh,
social media content.
That was already filled.
We actually go and we recordproductions.
We do productions in person now.
But now we're at that pointwhere it's like, okay, now, like
it looks different again.
Right, I'm doing, you know I'mdoing that.
(24:21):
I'm I'm kind of the main personin the marketing and outreach.
I'm going to go talk to thepeople.
Find the new people on my teamare doing all the technical
stuff, which is great, because Ilove talking to people, I love
meeting new people and and thatprocess.
And now I'm just I'm at thepoint where I'm like we're
trying to hone that message evenmore, so we have like a better
fit in the market so we can thenpossibly look into ads in the
(24:43):
future and it's, it's, it is.
I mean, you're spot on with thedifferent levels and different
stages and what that looks likeand it, yeah, it's.
It's a journey for sure, it'sexciting, it's fun and it can be
challenging for sure.
But, yeah, I could agree morewith that and how that looks.
Speaker 3 (24:59):
It's only.
I think it's only interestingto people who want to take that
um to learn new things.
Yeah, like you don't.
Speaker 2 (25:09):
Yeah, sorry, I didn't mean to interrupt you there.
I was gonna say like I just didan episode on like freelancer
versus agency kind of model andthat it's okay if you're a
freelancer and that's all youwant, like that's fine.
Yeah, like the agency stuff,like you're gonna have to learn
new things and and scale andbuild and bring people in, and
so there's like difference butlike what's not better than the
other, or one's not right versusthe other, it's just you know
(25:31):
what's right for you, kind ofthing right.
What's right for you, knowthyself yeah yes, for sure, and
so you know, with that, ifsomeone, okay.
So obviously this is what youall do.
So if someone is trying to doads on them for themselves, do
you?
Is there any suggestions ortips you would give them?
(25:53):
Let's say, they don't maybehave enough to invest into your
company, or something like that.
What would be maybe a couplelittle things that they should
be thinking over, looking for,looking out for when they're
trying to create an ad?
Speaker 3 (26:04):
100%.
So to get started with us, bythe way, the low entry point is
$1,500 a month and 1,000 of thatgoes to ad buying and 500 is a
fee to us, and then usually ourlarger clients will be $500,000
a month.
So we know how to scale forboth up and down.
So this is what we recommend.
(26:27):
Most companies will haveclients on meta or customers on
meta.
So let's talk about how toleverage meta to grow a business
.
So there's a three-part processthat culminates in training
meta to find your best customersby training the meta algorithm.
(26:47):
So this is how you train themeta algorithm.
Number one you're going toignore any of the targeting for
retargeting, lookalike keywordsor interest.
Don't do any of that.
Set up ad groups that aretargeting age, gender and
location the broadest you canpossibly do.
(27:08):
Now, if you're a restaurant andpeople will drive five miles to
your restaurant, your broadtargeting geographic parameter
is five miles around the address.
If you're a services companylike ours, we can work with any
agency or any business in theUnited States.
So our broad geographictargeting is across the United
States.
Age is going to be 25 to 65 andgender men and women.
(27:33):
Okay, so very broad.
The next thing you're going todo is commit to creating five
ads per month.
Now, when you have metaadvertising, which is inclusive
of inventory on Facebook andInstagram, and you create those
ads, you have three differentelements inside each ad.
You have a primary text at thetop, image or video in the
(27:55):
middle and headline at thebottom.
You're going to create five adsfor the same sort of product
and service and you're going todisassemble all of the different
elements.
So you're going to have fiveprimary texts, five images or
video and five headlines.
You're going to mix and matchin all the possible variations,
which will result in 125possible ad variations.
(28:16):
But you're not going to have torun 125 different ads Takes too
much time and too much money.
What you're going to do is usescience.
You're going to use control andvariable testing, powered by
Meta's algorithm to determineestimated action rate, which is
really this idea of like.
If you spend a ton more moneyon any individual element, which
(28:38):
element is going to be the mosteffective?
What does Meta like and what docustomers like on Meta?
So this is the way you go from125 different possible ad
variations and you're going tocontinue this testing process
until you have one all-star adevery month.
Okay, and what this does?
(28:58):
And you could do this withhundreds of dollars a month, or
thousands, or tens of thousands,whatever the case is.
And there's a few things thathappen along the way.
Number one you are giving Metayour best ad creative, and the
best ad creative is this oneall-star ad every month that
(29:19):
will power most of the leads andmost of the sales for your
campaign.
So that's number one.
So you're giving Meta your bestads.
Number two by discerning whichis your all-star ad every month
so you're doing all of this in30 days.
By discerning which is yourall-star ad, the business starts
(29:41):
to understand the best ways tomessage to their customers.
Over time, you understand whichproducts and services offers,
discounts and even audiencesresonate for the business,
because this illustrates as atangential point, this
illustrates this idea thatadvertising is a real-time focus
(30:02):
group.
The marketplace of thecustomers tell you exactly what
they want from you, which isthen another way of ascertaining
product market fit.
If you don't have it so, broadtargeting, creative testing and
these insights collectivelytrain Meta to find your best
customers, and that's how ouragency is doing it.
(30:24):
That's how massivemultinational ad agencies are
doing it.
They're not doing any age.
They're not doing any keywordinterest lookalike or
remarketing, because Metadoesn't want you to do that
anymore.
Speaker 2 (30:38):
Interesting.
Yeah, I'm just fascinated.
Obviously, you guys can hearand see why it can get really
you know in-depth and why it'simportant to be able to, you
know, utilize people who aregreat in it if you can.
And so you know in-depth andwhy it's important to be able to
, you know, utilize people whoare great in it if you can.
And so you know, robert, again,I appreciate you shared all
that right there, but everythingelse you shared during this
conversation, so it's been, it'sbeen fantastic.
(30:59):
You know it gets my wheelsturning a little bit and you
know, thinking of all this andhow to continue to scale and
grow, and I think everyone elsecan do the same.
You know, as we're closingthings out, where can people
come?
Find you, connect with you,learn more about you.
Speaker 3 (31:15):
Yeah, absolutely so.
Our website is brillmediaco B,as in boy R-I-L-L.
Mediaco.
We also have a course thatwe're launching up soon for
anyone that wants to learn howto create an advertising or
marketing firm and outsourceeverything.
So all you have to do is talkto people and, you know, do the
fun stuff.
Yeah, we're launching that aswell, and, if you want, we have
(31:38):
a 13 minute um like explainer ofthat, um training metas
algorithm.
So all you gotta do is email me, robert, at brillmediaco, type
in f FB ad or Facebook ad in thesubject line I'll give you the
link to that Awesome.
Speaker 2 (31:54):
Well, yeah, everyone, make sure you get connected
with Robert, see what they'redoing, learn from and, yeah, if
you're in the market to havesomeone help you with ads, reach
out to them.
So, robert, again, I appreciatebeing on the Elevate Media
podcast today.
Speaker 3 (32:06):
Thanks, chris, appreciate it.
Speaker 1 (32:09):
Thank you for listening to the Elevate Media
Podcast.
Don't forget to subscribe andleave a review.
See you in the next episode.
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