March 18, 2025 • 46 mins
In this episode of the Unstoppable Marketer Podcast, hosts Trevor Crump and Mark Goldheart discuss the current state of the economy and its impact on marketing. They explore the "so you can" method for crafting effective marketing messages, providing examples and insights for businesses with both unique and common products. They also discuss how marketers are more like farmers than engineers.
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
the economy.
The state of the world is justa little down.
It's a little sour right now.
It's not necessarily you.
Speaker 2 (00:06):
True, it's them.
Yeah, sometimes it's not somuch what you can control,
that's impacting everything.
Speaker 1 (00:12):
So control what you can control, right, and don't
don't try to control the thingsthat are out of your control.
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer podcast, with me, as
always, mark goldhart, myco-host, colleague, friend,
business partner yes, father ofthree.
(00:33):
Thank you husband husband of 10years.
Speaker 2 (00:43):
Well, will be 10, yeah.
This year right 10 in.
Speaker 1 (00:47):
May you guys got a fun trip planned too.
Speaker 2 (00:51):
Yeah, we're doing the New York thing, the New York
thing.
It's not really my thing, butmy wife has always wanted to go
to New York.
Speaker 1 (01:04):
Do the whole ballet.
Speaker 2 (01:05):
Yeah, do the Metropolitan, the Met, as they
call it.
Speaker 1 (01:12):
That is what they call it the Met.
I've been there before.
Speaker 2 (01:16):
Do some uh Stuff at the old opera house.
Speaker 1 (01:22):
I'm not a.
Speaker 2 (01:23):
This is a hot take, but I'm not a huge.
Speaker 1 (01:25):
I do not like.
Speaker 2 (01:25):
New Yorkork.
Speaker 1 (01:27):
Yeah, I just don't like cities yeah, I don't mind
cities, but that one's a hardone for me.
You don't see the sun muchunless you're in central park,
which that's we are staying.
Speaker 2 (01:38):
Yeah, basically in, not in Central Park, but you
know.
Speaker 1 (01:43):
I feel like I'm just inhaling.
On the south side of it fumesconstantly.
It's a.
You see genitalia Every day.
What, yeah?
Yeah, I've seen every time.
I've gone, not every day, butevery time I go on and I've only
been like three or four times,but every time I've gone I've
seen somebody's butt orsomebody's wiener.
Oh nice.
Speaker 2 (02:06):
Every time without fail.
Speaker 1 (02:06):
It's unfortunate yeah , so just little things like
that.
The other thing that kind offreaks me out is like it's just
such a compact island in thecity that if like a terror
attack or covid or like you'rejust stuck there like you are
(02:28):
not getting out yeah, that's,partially true like the way here
in utah, like a lot of peoplelike if they got, like like
during covid, they're like we'lljust go up to our grandparents
house up in montana for a monthor something like that.
you, you know, like, yeah, yougot.
That should not be the reasonwhy.
(02:49):
It's just a reason the.
Speaker 2 (02:52):
West is just dispersed.
I think the entire easternseaboard is just more condensed.
But yeah, but it's way cool.
Speaker 1 (03:02):
That's valid.
It's a cool place for two days.
There's nothing like it.
Yeah, I'm excited.
Speaker 2 (03:09):
I'm excited because my wife will have a great time,
totally, and I will have anenjoyable time.
Yeah, go enjoy the food likeI'm not like a broadway musical
guy, that's.
That's not because I don't likea musical every now and then.
That's just not your thing,it's just not my thing.
Speaker 1 (03:29):
I'm the same way.
I respect it and enjoy it.
Speaker 2 (03:33):
I don't know we might .
If there's a Yankees game,maybe we'll go, but like I'm not
really a baseball guy, that'dbe sick, so like we might do
that just because my it's toobad, because the original yankee
stadium, like my grandpa grewup like his first five, six,
seven years of life or somethinghe grew up in, like the shadow
(03:55):
of the old yankee stadium, oh,cool because they had just.
They lived in new york for yeahlike five or ten years or
something that That'd be sweetBefore coming to Utah.
But yeah, so that might be cool.
Speaker 1 (04:07):
Nice.
Speaker 2 (04:08):
It'll be fun.
It'll be a fun little three-dayexcursion.
Nice Backing all the things shewants to do in one trip.
Speaker 1 (04:17):
I have a question.
This is not a hot take, butthis is just like.
I need your opinion by it.
So something weird happened tome at the store.
Last night I went to the grocerystore and you know how when you
walk to, I mean, aisles areobviously wide enough for people
to multiple people to get by.
It's almost like two lanes.
You know, people understandlike you walk on the right, you
(04:40):
walk on the right side, butevery now and then what happens
is you get somebody who stops inthe middle of an aisle and
they're looking right, they'relooking for the right pasta,
they're looking for the rightcandy, they're looking for
whatever it is that they'relooking for, and this guy, this
gentleman, instead of stoppingright in front of it, so there's
(05:06):
maybe a foot, foot and a halfof distance between him and the
like, the product he's like,smack dab in the middle maybe,
if not even like further awayfrom it where he's looking okay
which isn't unusual, like I'vestopped in the middle and just
kind of like looked around, justnot really fully focused and
paying, paying attention yeah so, as he did that, he stopped
(05:30):
right in front of what I wasgrabbing and I knew it.
Like I knew exactly what I wasgoing for and so I just said so,
like if he's right here and I'mon this side of him, the
product is like right here.
So it's on the other, slightlyon a different side of him.
So instead of me going all theway around him, I just walked,
(05:55):
grabbed my thing as he'ssearching.
I said excuse me, excuse me,grabbed it.
And I mean it was less than twoseconds of being in front of
this guy and he just like looked.
He looked at me and he was likeexcuse me, and I was like huh,
and he's like you see that I'mright here, right?
(06:17):
And I and I was like what?
And he's like you see that I'mlooking right here, right, and
I'm like yes, that's why I saidexcuse me, you were right in
front of my thing.
And he's like unbelievable.
And he just walked off.
Speaker 2 (06:35):
How old is this guy?
Speaker 1 (06:37):
He was older.
Like I would probably say 65,70.
Speaker 2 (06:41):
Not 70.
Speaker 1 (06:42):
Not 70.
60s.
I feel like there's a bigdifference between the 60 age
and the 70 gap.
Yeah, like he was older than mydad, but not by a lot.
You know my dad's like 60.
I don't know one or two I Wouldfind that's it.
That seems like a pretty bizarreOkay interaction like like that
(07:03):
wasn't crazy for me to goacross and grab something.
I've had people do it to me.
I mean, every time I'm at thestore that happens.
It'd be different if I was likereaching for something and
somebody like went under my armin front of me and grab like yes
, I could see somebody beingupset about that, but it was
really unusual.
Like it threw me off big time,so much that I didn't even have
(07:23):
like like I'm usually like awitty person.
When somebody tries to dosomething rude to me in public,
I can generally make them feel alittle silly for it and I just
like I had nothing to say tothem.
I couldn't say anything.
I was just like sorry, likeokay, dude, yeah, sorry.
Like I just walked.
Speaker 2 (07:42):
that is uh, that's bizarre Okay.
Speaker 1 (07:45):
I'm in the right, I wasn't in the wrong.
Speaker 2 (07:50):
I don't know what's right or wrong, I would just say
the norm seems like that's anorm to me that doesn't seem
rude, I've done it.
Speaker 1 (07:58):
Yeah, if you're that far, like if you're reaching for
something Totally, but ifyou're just like standing back
and like gazing at an aisle,like you know you can.
Oh, he was gazing like I.
I did also sit and wait.
It wasn't like he got there andthen I immediately went yeah,
like if he, he was there when Iyou got to give a courtesy when
I ran out of the threemississippi when I rounded the
corner, so who knows how long hewas there.
(08:19):
Yeah, so I I around the cornerand I waited at least five
seconds, kind of just like.
Like just kind of observing,making sure, yep, it is right
there.
Okay, cool, I'm going in for itlike this guy's search, and he
doesn't look like he's anywhereclose.
Yeah, look like you do that toa man though it was the candy
aisle which oftentimes can giveyou a little more like that's
more of an impulse like what amI looking for here?
Speaker 2 (08:39):
What are you know conscious about buying your
sugar?
Speaker 1 (08:41):
You're gonna know.
So Put me in a bad mood, though, Even though I felt like I was
okay.
It definitely put me in a badmood last night.
Speaker 2 (08:52):
Yeah, those kind of interactions will sometimes.
Speaker 1 (08:55):
It can ruin a night for you.
Speaker 2 (08:56):
It sounds silly but, yeah, they can just kind of chap
your ass a little bit.
Speaker 1 (09:01):
Yeah, they definitely chapped mine.
Speaker 2 (09:03):
As a 60-year-old might say.
Speaker 1 (09:08):
Yeah, he would have said that yeah, you're chapping
my ass, bud, all right what'sgoing?
On what's going on.
Uh, let's give like a littlestate of the uh, state of the
union in marketing ddc um what'sthe vibe right now?
The vibe seems sad.
The vibe does seem sad.
I actually read a tweet Womp,womp.
(09:34):
It's kind of similar to ourlast podcast episode.
We talked about macro stuff andit's very similar.
Speaker 2 (09:39):
Yeah, there's some uncertainty out there and
there's a mixed bag ofperformance out there.
And there's a mixed bag ofperformance like we.
We definitely have some peoplewhose performance is like down
and up and in between.
So, to be honest, like I don't.
I don't know if everything, ifit's tougher across the board,
(10:02):
across the accounts that we haveaccess to, yeah, or if it's
just the uncertainty and thefear of the future is like
amplifying if you are down.
Speaker 1 (10:15):
Yeah.
Speaker 2 (10:17):
Like the scariness of the future.
But again, you know, I don'tthink it's easier said than done
, right?
Like if you're a business ownerand you got bills and cash flow
and everything you're trying tomanage, we do empathize with
you, but a lot of this stuff ismore short-term than long-term,
(10:37):
Yep, and it always is Like thesecycles, if you just look
historically.
Yeah, if you just lookhistorically, yeah, and if you
look at what Trump is doing, thequestion is is like, how
quickly can you fill in the gap?
So if tariffs go into place,and let's call them 25% tariffs
(10:58):
across the board for all of yourproducts, well, that can eat
into your margin quite a bitright, like I don't know how
much, depending on how youmanufacture or whatever, what
you know what you're bringing inbut let's just call it 25%
margin increase on what you'redoing.
So let's say, if you'reoperating right now at 25%, that
(11:22):
would be indicative of like awhat a seven and a half percent
type move yeah so now you'reoperating at 31 percent margin.
However, in the long term andthis is the question, this is
the big question like a, if thetariffs are long term too, but b
, do they get rid of things likeincome tax?
(11:44):
Right, um, is there a way tofree cash flow domestically that
would actually get people tospend more money?
Sure, so, maybe your, yourmargin increases, but you can
also perhaps raise prices alittle bit yeah, and you're,
you're over.
Yes, your margin seven so so 20,and this is the math I want to
(12:06):
do.
For some people, if you're kindof worried about it is you
might not realize this, butlet's call it a seven and a half
percent increase.
Like if you're operating at 25now you're operating at 32 and a
half, right?
Am I doing that math right?
So so, yeah, that sucks Well.
A you could raise your pricesby 5%, which would cover
(12:32):
that-ish Yep.
And if people have more income,you know, theoretically I mean,
we don't know how this is goingto work yet, but theoretically,
if that happens, and howquickly that can happen.
Speaker 1 (12:47):
That's just naturally what happens.
Speaker 2 (12:49):
People will spend more money.
They spend more money.
Speaker 1 (12:51):
Very few people get a pay raise and keep the same
living lifestyle.
Speaker 2 (12:57):
Yes.
Now the other thing is the thetrue, according to the U S.
What is it called?
Like Truflation?
There's a website ofindependent trackers of
inflation.
Have you seen this?
No, well, over the last twoweeks, inflation has crashed
down.
It's come down like way down,way fast, yeah, over the last
(13:17):
three weeks.
So if inflation comes downdramatically, that would also
free up cash flow, exactly so.
We're just kind of operating inthis uncertainty period where
you don't know exactly.
Like hey, 25 tariffs, yeah,that sucks, but like that
doesn't necessarily mean yourbusiness is done yeah, that
(13:38):
doesn't necessarily.
Yeah, that doesn't necessarilydepends on how long you can like
survive like a cockroach to seewhat.
Yeah, that doesn't necessarilymean that you're going to be
down 25 in profits just becausethat.
It also depends on how long youcan survive like a cockroach to
see what comes out of the otherend.
Speaker 1 (13:46):
Yeah, that doesn't necessarily mean that you're
going to be down 25% in profitsjust because that happens.
Speaker 2 (13:49):
Yes.
Speaker 1 (13:51):
Because if spending power increases, yes, your
margins are lower, but you'remaking more profit margin
dollars.
The other thing that you can doas well is you can work with
your manufacturer to say hey,how do we share this burden
together?
Speaker 2 (14:07):
Work with your manufacturer.
But again people hear and thisis the uncertainty in the market
, I think, and it kind ofexplains some of the behavior
where a consumer here is 25percent and a consumer is
thinking 25 percent.
Speaker 1 (14:28):
Yeah.
Speaker 2 (14:28):
Like a 25 percent tariff could mean everything
goes up 25 percent.
Speaker 1 (14:32):
Yep.
Speaker 2 (14:34):
So that's, that's a big deal for a consumer.
There's you know there's fear,uncertainty, volatility.
The stock market is seeing alot of volatility.
I mean it's seen a reallystrong recovery over the last
two days.
Yep, but I wouldn't call itrecovery, but it's sure it's a
(14:54):
good bounce.
Bouncing back slightly, sowe'll see if it adjusts Same
thing with crypto.
But yeah.
So I would say, yeah, the fearis justified, but just zoom out
a little bit if you're superworried about it and just
realize like, hey, you're inthis for the long term, so how
can you survive the short term?
(15:14):
Yeah, I like what.
You're in this for the longterm, so like, how can you
survive the short term?
Speaker 1 (15:17):
yeah, I like what you said.
Sometimes there's likecockroachy moments which is just
like, hey, maybe right now foryou is survival mode, not how do
I make as much money as humanlypossible?
Yeah, you know, and and andhope that things bounce back the
way they need to bounce back.
(15:38):
There was a tweet.
I wanted to read this tweet.
So you know, you know the Ashguy, the Obby guy, yeah, yeah,
yeah, say what you want aboutObby or him or whatever, but
he's a relatively well-knownvoice in the DTC community, at
least on Twitter, and I saw atweet that he posted yesterday
that just says this.
It's super simple.
Hey, everyone, the world is onfire right now.
(16:00):
Yes, your ads are going to suck.
No, you don't need to overhaulyour entire ad account, just
strap in and focus on what youcan control, which is a good
message, right?
Speaker 2 (16:09):
Yeah, that is a good message.
Speaker 1 (16:10):
Because I think a lot of people think that, okay,
it's my agency, or it's myemployee, or it's my ads, or
it's my creative, whereas rightnow it's just yeah sure.
Yeah, and it's always be fixingthose things, but the state of
the economy, the state of theworld is, is just a little down.
(16:31):
It's a little sour right nowand it's necessary.
It's not necessarily you, true?
It's a little sour right nowand it's not necessarily you,
true, it's them.
Speaker 2 (16:39):
Yeah, sometimes it's not so much what you can control
, that's impacting everything.
Speaker 1 (16:46):
Yeah, so control what you can control, right, and
don't try to control the thingsthat are out of your control, or
else you'll be in a very uh,you'll be in a tailspin.
Speaker 2 (16:58):
Yeah, I think sometimes business owners think
they are engineers and notfarmers, and I think there's a
vastly different mindset betweenthe two things.
Where an engineer, you have acontrolled environment where you
are building something, you'recreating something, and that's
(17:21):
great, but a farmer is verydependent on the elements
outside.
Variables literally, yep, andat their mercy.
Variables literally and attheir mercy, so like, dependent
(17:41):
upon them, but also uh doesn'twant certain things to happen
either.
Yeah Well, I mean, it's like so, like everything's outside,
like you're just exposed.
Speaker 1 (17:45):
It's like one or the other right, Like it can really
crush you the outside elements,or it can make you flourish,
Right.
Yeah, you think of like theCOVID stimulus checks like
everyone's businesses lookedgreat awesome turns out that was
just government spending.
Speaker 2 (17:58):
Yeah, exactly so.
And also that was another factis it looked like something like
30 percent of the private orthe of the job growth in the
last year was federal.
Speaker 1 (18:12):
Really, yeah, so and now that's all getting cut, I
guess.
Speaker 2 (18:17):
Yeah, I don't know exactly but I'm no expert on
this, but that's just what Iread.
Yeah, um, but yeah, like afarmer, like you are a farmer if
you're in e-commerce, likeyou're farming.
Yeah, like you have a product,right, you're growing a business
.
But like, guess what, likethere are things out of your
control, like you might have ahailstorm coming times and
(18:38):
seasons wreck your freaking crop, yeah, but luckily, if you're
just if you're a smart farmer,it's a good analogy.
I like that you actually havemore than one crop, so like to
give you some farming background, please.
Uh, generally you're gonna havemore than one crop, like you
don't just harvest once in thisin a year right you do have
(18:59):
harvesting season yeah right,and growing seasons, but you can
get more than one crop.
So protect your cash right andmake sure you know how to yeah
benefit maximize the momentswhen they're winning.
Yeah, like I had a goodconversation with the client and
sometimes you can use that like, for example, like if you have
(19:19):
hay and if it I can't rememberexactly my wife would disown me
if she heard this, because Idon't know exactly how this
works, because she grew up onhay farm.
But you cut the hay but youalso have to wait to wait to
bail the hay.
(19:40):
it has to have the right kind oflike humidity yeah and do yeah
but sometimes it can get rainedon and it can ruin, like it can
ruin the hay as it sits in thefield.
Yeah, so there's, but there'sways to still sell it.
You don't get your top dollarfor it, but there's ways to
still sell it.
You don't get your top dollarfor it, but there's ways to
salvage at least what you can.
Yeah, so kind of think about itthat way too.
(20:00):
Like in moments like this, likeyeah, you know, like tough luck
that sucks, like guess what,like sometimes we are at the
mercy of bigger things that wecan't control.
But like, how do you salvage it?
Speaker 1 (20:11):
Yeah, Like, how do you salvage it?
Yeah, yeah, like I mean, and onthe flip side right, I was just
talking to a client of oursyesterday and they're actually
crushing it right now and theyhad plans to not spend as much
money this month.
It was going to like reallyramp up next month.
Speaker 2 (20:28):
Yeah, but it's catching up.
Speaker 1 (20:30):
Let's chase the success, let's chase the
momentum and spend, you know.
So we're doubling spend.
Speaker 2 (20:37):
Yeah, if you have the type of product where you don't
have to worry about shippingtimes of three months or
something.
Just take advantage when youcan take advantage.
Key moments.
Speaker 1 (20:47):
That was another podcast episode.
If you go back like four orfive episodes or no, it's
probably more like two or threeepisodes.
We talk about key moments, sodon't sleep.
Speaker 2 (20:56):
Yeah, don't, probably more like two or three episodes
.
We talk about key moments, sodon't sleep, yeah, don't sleep,
yeah, like don't sleep justbecause, like you're planning on
spending more money next month,like if you can spend more
money now and make more moneyand be agile and don't be
constrained to the budget youset for the month of march.
Speaker 1 (21:08):
Don't be constrained to the budget you set.
You may need to like completelycut some of it.
You may want to double ortriple it.
Speaker 2 (21:13):
And look at things in quarterly, like we talked about
.
Speaker 1 (21:16):
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Speaker 2 (22:31):
But like that uh what you got a semi viral reel.
So let's semi viral real.
Speaker 1 (22:36):
Yeah, I figured like the let's, let's talk the
conversation here.
Let's watch a portion of this.
This right here is marketingone-on-one.
Stop selling the product andstart selling the outcome.
If you're Delta airlines,you're not selling a six hour
flight to Hawaii.
You're selling the excitementof swimming the ocean, relaxing
on the beach and creatingunforgettable family memories.
I'm going to give you a simpletrick that's going to make your
messaging hit hard every singletime.
(22:57):
I call this so you can.
Method, and here's how it worksyou take your product or
feature, add the words so youcan, and then finish the
sentence with the outcome.
For example, meal delivery kitsso you can save time and stay
fit.
Noise canceling headphones soyou can get your work done
anywhere.
So try it on your product anddrop.
All right.
So the the point of this, thereason why we want to talk about
(23:20):
this, is this has been a simplelike hack you and I have used
probably for like eight or nineyears.
So anytime we're trying tounderstand the why behind
somebody buys a product.
What why behind a product?
So, in in product marketing andmessaging, you have what's in.
(23:40):
You have wise right.
So, for example, um, when Applecame out with the air pod.
Do you remember those, thosecommercials that they had?
It was like people dancing onthe sidewalk and they were doing
crazy moves.
Speaker 2 (23:58):
Yeah, they were like walking on the side of the
buildings.
To demonstrate.
Speaker 1 (24:03):
Yeah, to demonstrate.
So what they weren't saying wasBluetooth technology.
Speaker 2 (24:09):
They weren't saying like cord free and you'll often
hear conversations go to Apple,because in the past Apple has
been usually like the leader inshowcasing benefits and outcomes
over features.
Speaker 1 (24:27):
But a lot of times people have a hard time
understanding how to say itright.
It's very easy to be likeBluetooth.
It's very easy to say cord-free.
It's very easy to say cords forcord free.
It's very easy to say freeshipping.
You know what I mean.
These, these, what we callfeatures.
It's the what.
The big question and the realreason people buy is generally
the why, it's the, it's theoutcome, and so we use this
(24:50):
method.
Speaker 2 (24:51):
Um, when we're working with because human
psychology would say that it'slike 95% of decisions are
emotionally based.
Exactly 100% which begs thequestion of free will in general
, but that's a differentconversation.
Speaker 1 (25:07):
It's why people can spend, you know, $200, $400 on
pants, $3,500 on a purse, whenthat purse costs Louis Vuitton
$25 to make and you could buythat same thing at target for
(25:27):
maybe $40.
Right, like there's this,what's the why behind it?
So you can fit in, yeah.
Speaker 2 (25:34):
I don't know, is that Louis Vuitton?
Speaker 1 (25:35):
behind it, so you can fit in.
Yeah, I don't know, is thatwhat we were talking about?
So you, so you can look better.
Speaker 2 (25:39):
No, it's the opposite of fitting in.
Speaker 1 (25:41):
Well, yeah, you're right, so you can be better than
everyone.
Yeah, and stand out.
Yeah, maybe you know they don'tsay it that way, but that's how
you feel.
Right, like, right, like so.
Speaker 2 (25:52):
I mean, that's what it is, though, so that's what a
luxury item is.
Speaker 1 (25:55):
is like you are standing out like you are on a
different level than anyone else.
Speaker 2 (26:00):
Yeah, I mean, yes, there is the luxury aspect of
sometimes it is legitimatelyjust better.
Yeah, but like a Bentleydoesn't last that long, right?
Well for a car.
Speaker 1 (26:12):
Yeah, there's, there's, it's very luxurious,
it's beautiful.
Speaker 2 (26:16):
Well, for a car, yeah , there's, there's.
It's very luxurious, it'sbeautiful, it's an amazing
looking car and I'm sure andI've been in a bentley like
they're smooth, they're sexy,they're awesome inside.
Speaker 1 (26:23):
But is it gonna last as long as your honda accord?
Speaker 2 (26:26):
no, probably not.
No, well, but again, likethey're not buying, they're
buying it as a status symbol andas a buying it for longevity
and as a marker of their wealth.
Yeah, exactly Because they can.
Speaker 1 (26:40):
So, so how do you can't?
Yeah, exactly.
So how do you get to theoutcome?
Right, and this method.
Speaker 2 (26:45):
And, by the way, I don't care that, we just want.
I just want to throw this outthere we're not against rich
people buying rich people thingsor luxury things.
That's great for them.
Speaker 1 (26:53):
Yeah, yeah, people, things or luxury things.
Speaker 2 (26:58):
That's great for them .
Yeah yeah, there are someluxury things that I think are
very worth it and cool, andthere are other ones that I
think is absolutely ridiculous.
Whether you're rich or not,like you actually do the same
thing.
Totally A hundred percent.
Speaker 1 (27:04):
So how do you get to this?
A really just easy exercise foryou to go through is we call it
the so you can method, and whatyou do is you take the products
features, all right, so let's,let's just do this exercise
randomly off the top of ourheads Grace, uh, grayson, name
up, name a product or a brand,just anything.
(27:26):
To shout anything random outthere for us Sketchers.
Okay, I don't know a lot aboutSkechers.
Let's do this.
Let's do the Skechers.
Remember the round?
What were they called?
No, they weren't Heelys.
Heelys, that would be sickSoaps.
(27:49):
Do you know what?
Speaker 2 (27:50):
a Soaps are.
Speaker 1 (27:52):
I had Soaps Skechers were the ones they were called.
Oh my gosh, there was a biglawsuit over them.
They were meant to make sure,like they pretty much said, like
you'd lose weight by wearingour shoes, because they were
like rounded.
Speaker 2 (28:05):
I don't remember this at all, but go on.
Speaker 1 (28:07):
One of the professional athletes I want to
say it was Peyton Manning.
Maybe the Carmelone no Wouldsay okay, the feature of this is
like rounded bottoms, so youcan lose weight without doing
(28:32):
really anything.
Speaker 2 (28:33):
Yeah, Skechers forced to give 520,000 customers
refunds after falsely claiming$80.
Sneakers would help wearerslose weight.
Speaker 1 (28:42):
What was the name of the shoe?
Do you have it?
I?
Speaker 2 (28:45):
have it.
Speaker 1 (28:47):
It's on the tip of my tongue.
It's a clever name, huh.
Speaker 2 (28:52):
No Shape-ups.
Speaker 1 (28:53):
Shape-ups.
Shape-ups is what they werecalled, all right.
So the whole feature of that,it wasn't to lose weight.
That was not the benefit.
Speaker 2 (29:04):
That was not the outcome.
That was not the outcome.
Was she an ambassador for it?
She was an ambassador, too.
Speaker 1 (29:09):
That was not the selling point.
It wasn't to lose weight.
It went beyond that.
The selling point was so youcan lose weight by doing nothing
different.
That's really it.
So I can just be walking aroundnormal, but if I have these
shoes, I'm gonna lose weightquicker.
Man that isn't the ugliestshape ups.
(29:32):
You gotta see, I can't believepeople bought those.
I'm pretty sure it was a veryfamous nfl quarterback they sold
520,000 pairs of those I betthey sold more than that it.
So, anyways, that's how you getto it, right?
You say the product or thefeature so you can, and then
finish that sentence, completethe sentence so you can blank.
(29:55):
Now, you don't put that in yourad, necessarily, or on your
homepage to say sketch yourshape up so you can lose weight
without doing anything.
Sketch your shape up so you canlose weight without doing
anything, right?
Instead, the message is more so, lose weight without any extra
activity.
You can say that a little bitbetter, right, craft that
(30:18):
message a little bit better.
Speaker 2 (30:19):
Now there's Ozempic, so you actually can do that.
Yeah, exactly, yeah, that'strue.
Um, so another, another exampleof that would be going back to
the AirPods.
Right, like the AirPods, likewhy?
Like what's the why behind anAirPod?
(30:40):
Like what are you selling?
So what?
What did we talk about that?
It was listen to your like, soyou, so you can.
Speaker 1 (30:47):
So you can air pods so you can um run without a cord
getting in the way.
Yeah, find a.
Find a better way to say it,right but basically that's it.
Speaker 2 (30:57):
Like right the cord.
Um, now there was otherbluetooth options, yeah, at that
time, right, but they wereusually like More headphone-y
yeah.
Well, there were headphones,but then you know the ones that
like would wrap around the back.
I think Beats had one like theplug-ins, but what Apple did is
they turned it into a very likeminimalistic design.
(31:19):
And also a lot of thoseBluetooth headphones were kind
of associated with geeky.
Speaker 1 (31:27):
Yeah.
Kind of just technical, so theysexied them up a little bit.
So they sexied them up.
Speaker 2 (31:31):
Yeah, so it was A.
There was two things going on.
It was like don't have yourcord so that you can listen to
music without the cord and dothe things you want to do.
So it was like unburdened.
Speaker 1 (31:44):
Don't let the cord get in your way.
Yeah, whatever.
Speaker 2 (31:47):
A chord.
Speaker 1 (31:47):
Whatever that is based off of their audience.
Speaker 2 (31:49):
And then two it was uh, and you actually look good
doing it, Sure.
Speaker 1 (31:55):
And you don't even have to say that one as much.
That's where the visual partcomes in.
Yeah, for sure.
Right, so you got the visualand then you have the you, the
finishing sentence of so you can.
Speaker 2 (32:04):
I mean the other thing is like, but sometimes you
don't have a productdifferentiator, so like these
are things where you weretalking about a product that has
, like, a very unique sellingpoint.
I think where people gettripped up with this concept is
when, let's say you are a, let'ssay you sell kids clothes or
women's clothes or men's clothes, like.
Let's just say you sell clothes, yep, and let's say that your
(32:29):
clothes don't really have aunique quote selling point which
this happens and I think thisis where people get this concept
mixed up and confused.
Because it's harder, sure, right, because we're thinking of
features and benefits.
But let's just talk about vans.
Okay, like what?
(32:51):
How do we actually define?
What is the outcome that vansis selling?
Speaker 1 (33:01):
Um, yeah, it's a tougher question.
Um, yeah, it's a tougherquestion.
Um, and sometimes this method,sometimes this method doesn't
work the same way witheverything as well.
Not not saying you can't comeup with some differentiating
messaging around vans.
Speaker 2 (33:21):
No, but I think what you do have to what what I think
sometimes is hard to do is thisisn't necessarily a product
framework is, like you could youhave to zoom out and say what
is the outcome.
We're trying to sell here,which is really the why of
somebody.
So the question becomes wearvans, right?
(33:46):
Clothing or shoes or whatever?
Yep, so you can.
Is it stand out?
Is it fit in?
Sure, right, yeah.
Is it be a skater?
Yeah, because the other one is.
Sometimes we've seen somesmaller shops that sell clothes,
(34:06):
for example, and they gettripped up on this.
But it's hey, well, what makesyou unique?
Okay, let's say your founder isthe face of the company and
they're likable and they'rerelatable and they're going
through the same things thattheir target demographic is.
Let's say you're a mom, thefounder's a mom with kids and
(34:30):
they're making kids clothes, forexample, right.
So let's say, this brand'scalled Smiley's, so it's hey,
why would another mom want towear, or have her kids wear,
smiley's, right, yeah, and thatbecomes a little more of a
(34:50):
abstract question and it's moreemotionally based because, like
it's, the outcome isn't going tobe tied to the product
necessarily yeah.
However, you can start saying,oh, so they can be like whatever
kids, yeah, or so they cansupport you or they can.
Speaker 1 (35:08):
That's what I was going to say with the with the
Vans example is is is it morethe, the so you can method puts
you more so in the um, so youbecome this type of person, so
you can look, so you can feellike this type of person.
Right, it's the same way thatpeople, so your outward
(35:29):
expression can match your inward.
How you outwardly expressyourself, feelings Puts you in a
I don't like to use the wordbox, but puts you in a category
of the type of person you wantto be.
But that's, I mean that's justwhat it is, and that's
oftentimes what a to be, butthat's I mean that's just what
it is, and that's oftentimeswhat a everybody is making a
unique selling point.
Speaker 2 (35:48):
That's the direction you go yeah, now everybody's
making a statement by what theywear.
Yep, whether they choose toadmit it or not, they are making
statements every time they puta close on yep, if we go back to
oh and then, if you want todouble down on this.
Speaker 1 (36:05):
So products that do have unique USPs can do really
really well from a overarchingadvertising strategy where the
brand is putting lots of moneyinto saying this is why we're
different, this is what you willbecome, this is how your life
will, based off of the uniqueselling proposition.
(36:26):
When you don't have a veryunique selling proposition,
what's really really importantis one you got to be able to say
this is who you'll become likein a from an advertising
perspective.
But two, you have to get otherpeople to do it too.
That's what we've recognizedwith products that don't have a
massive like, that like, forexample, I do not know the well,
(36:49):
I know what hoodie that is thatyou're wearing, but anyone else
who's looking at that hoodiewould not be able to tell where
that hoodie came from.
Fair enough, no, there's nothingcrazy unique about that hoodie,
right.
But if you can get 500 peoplewho are talking about that
hoodie and why it's the best andwhy they love it and why they
(37:10):
wear it, while you're kind ofsaying, hey, all these 500
people, this is the type ofperson you kind of will look
like and you'll become if youwear our stuff.
Yeah, that's a really, reallygood way to win by showing the
outcome of the other people.
So it's still taking theoutcome so you can hey this is
the outcome, but instead it'sit's showing you the other
(37:32):
people who are using it.
Does that make sense?
Speaker 2 (37:34):
Yeah, it does I mean, well, let's go back to this
like hypothetical example thatI'm mixing.
I'm mixing a few people we knowtogether here.
But if you're a founder of acompany and you have kids
clothes and yes, there's youknow everyone believes their kid
clothes are unique and that'sgreat, yep, and let's just
assume they're stylish and theyhave some kind of style to them.
Speaker 1 (37:54):
I don't want to, let's not go into?
Speaker 2 (37:56):
what kind of?
Style yeah, but they have theirgood quality, yeah, exactly
well, a unique selling pointhere, using this framework,
could be hey, wear smileys, orhave your kids, buy smileys for
your kids so that you don't haveto worry about what's stylish.
Yeah, right, because you couldbe as the founder, as the
(38:17):
company you're showing them.
You're making it easier, yeah,for moms to not have to go
looking around of like, what,like what's cool for my kids
right now.
Speaker 1 (38:26):
I know that this brand is on trend.
Speaker 2 (38:28):
Yes, like this is the trend I like for my kids
totally so, then you, you canshowcase that as a brand and
that's the benefit of buyingfrom you.
Is like, yes, there's, there'sthe styles, sure, but there's a
bigger emotional thing herewhich is maybe it's the styles,
sure, but there's a biggeremotional thing here which is
maybe it's hey, so that you'reyou don't have to worry about
(38:49):
what's the style.
Yeah, cause moms, you know,we're all getting older, like
we're not the hippest kids onthe block anymore.
Yeah, so like your customer isprobably feeling that, like I
don't know what to dress with mykids, like I have my style, I
don't know Right.
So that's how you can startthinking about it too.
Is like what is it about yourbrand that is helping solve some
(39:13):
kind of issue for your consumer?
Not necessarily the product.
Speaker 1 (39:16):
The other thing that's really nice, like so,
whether you have something thathas less like.
We're kind of taking these twostuff that has really strong
USPs versus stuff that doesn't.
You can do this exercise Withboth styles of brands as well.
One thing that I've done isI've tested it with all of our
clients and I've worked on this,so you can method and I've
tested with other people likethis.
(39:38):
This video got like I Got a lotof comments to like.
Let me see here you got around400 comments of people like
saying, hey, what about thiscompany?
Hey, what about how would youdo this for this company?
How would you do this for thiscompany?
Or you had people who wouldtake their company and they
would actually try to go throughthe exercise within the
(39:59):
comments, right.
And so I started doing it justin chat GPT for people, and chat
GPT can help out quite a bit,right.
So you can kind of put thislike you could put a prompt in
there to say, hey, my brand iswwwcom.
Speaker 2 (40:14):
We sell some unique selling points based off this
framework.
Speaker 1 (40:18):
We sell socks.
We sell.
You know you could put in thebasic stuff.
Can you help me find a uniqueway to show the benefit and call
out some unique stuff?
So for example, benefit oroutcome?
yeah, so the unique stuff, whatyou're talking about is like hey
, uh, you know people arefollowing me because of my style
.
You can add some of thosethings in there and and chat gpt
(40:39):
will spit out 5, 10, 20,however many of those things
that you want, and youimmediately, immediately, will
have a Array of differentmessages that you can test, both
an ads, organic content,whatever so yeah, I love that,
(41:01):
definitely use chat GPT.
Speaker 2 (41:02):
Yep, but yeah, definitely use chat GPT.
Speaker 1 (41:04):
Yep.
Speaker 2 (41:07):
Or Gemini, whatever.
Speaker 1 (41:09):
Sure.
Speaker 2 (41:10):
Yeah, I don't know if it even matters, grok.
Speaker 1 (41:13):
Whatever your AI of choice is.
My AI of choice for things likethat is chat GPT.
My AI of choice for factchecking for some reason has
become Grok.
Speaker 2 (41:27):
Well, grok, gpt, my AI of choice for fact-checking,
for some reason has become grok.
Well grok.
Because of Twitter.
It's like getting real-timeinformation.
Yeah, I don't know how truthfulit is because everyone's lying
on Twitter.
So, yeah, I agree.
Speaker 1 (41:38):
But, yeah, we wanted to go through that because I it
was just crazy.
I did not expect that video tobecome a.
I thought I knew that videowould be helpful.
I did not expect that video tobecome a more of a viral hit
personally, because it was verybasic and very simple and so I
figured hey, why don't we, whydon't we talk about it on the
podcast and go into deeperdetail?
(41:59):
Because maybe that's just whatpeople need to hear more of.
Is us breaking down a littlebit more simplistic marketing
tactics?
Speaker 2 (42:09):
Like here's some based on this hypothetical
situation.
Speaker 1 (42:13):
He's put it through a prompt.
Speaker 2 (42:15):
Yeah, buy smileys so you can effortlessly complete
your kids outfits.
Love it, which is close to whatwe were saying.
Speaker 1 (42:24):
Right, right and, like I said, you take off piece
and on the on the website, itsays Effortlessly complete your
kids outfits.
Speaker 2 (42:31):
Yeah, here's another one by smiley, so you can enjoy
comfort.
Or so your kids can enjoycomfort and durability in every
stage.
By smiley, so you can refreshyour kids wardrobe without
breaking the bank yep here's aneasy one buy smileys, so you can
(42:53):
shop for your kids withconfidence yeah all great.
Speaker 1 (43:00):
You tack that in with seeding product to hundreds of
people who are also saying thesame message and you've got a
winning.
Speaker 2 (43:08):
Now, obviously I would curate those depending on
who you are and make sure it'syour voice, your voice, your
audience.
But ChatGPT is a great way toat least explore ideas and just
get it out there in written formwithout the burden of trying to
like start from nothing.
Yeah.
Speaker 1 (43:27):
It's a great way.
It's a great way to build theframework.
Yeah Right.
And then you take the frameworkand say, okay, cool, it said it
like this.
That's not how we would say it.
How do we reward that?
How do we?
Speaker 2 (43:37):
reward it and make it us.
Yeah, I like it, but thinkabout what makes you unique.
Whether I like it, but thinkabout what makes you unique.
Whether it's a per like, itcould just be you as a person.
If you're a founder, it couldbe your brand.
It could be the products.
Think about unique sellingpoints.
Don't get caught up in just thegeneric Buy this, buy that this
is great.
Speaker 1 (43:58):
High quality Just doesn't work.
Even though it might be highquality, Anyone can say that.
Speaker 2 (44:03):
Yeah.
Speaker 1 (44:04):
Right.
It's got to be a little morethan that, like if it is high
quality then awesome, buy thisso that you don't have to worry
about a sweatshirt for 10 years.
Kids clothes so you can.
Yeah, right, here's a good one.
Right, here's a really good one.
High quality.
This would the knees don't wearout after the first few uses.
(44:31):
Yeah, something like that.
Right, that like you know that,like when your kids are crawling
and they're in that stage wherethey're like they're rolling
around, like that's the firstthing to go, is the knees, like
that's how we all like anytimemy kids pants have holes in the
knees right, but if you create apant that's such high quality
that like, hey, if you buy apant from Walmart, those are
gonna get holes in it in let'scall it two weeks of wear,
(44:57):
whereas this it's like hey,you're, this is gonna last you
all summer and that's where thisversus ad works great.
Yep, yeah, and you could putthese.
Speaker 2 (45:04):
you can put these usps on those different types
and different styles of ads,right where you could have, like
a the pants with holes in them,and say three with them three
weeks later.
Speaker 1 (45:14):
Yeah, us three years later, three years, yeah,
whatever, and like that's hugeyeah that's really big.
Speaker 2 (45:20):
All right, awesome.
I like that Wrap it up.
Speaker 1 (45:24):
So there you go there you go you can go watch the
video.
We'll put it in the well gowatch.
Speaker 2 (45:30):
Go watch the video, go engage with it.
Speaker 1 (45:32):
Yeah, but actually this podcast episode is much
better than that video, cause webroke it down, so you actually
don't have to go watch the video, unless you want to pad my
numbers broke it down.
Speaker 2 (45:42):
Kind of an interesting idiom, right, yeah,
like we're breaking somethingdown exactly to then build it
back up that's what makes us webroke it down to then put it
back together.
Okay, okay, see, okay, see youeverybody.
Speaker 1 (46:05):
Thank you so much.
We'll see you guys next week.
Thank you so much for listeningto the unstoppable marketer
podcast.
Please go rate and subscribethe podcast, whether it's good
or bad.
We want to hear from youbecause we always want to make
this podcast better.
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me or give
(46:25):
me any direct feedback.
Please go follow me and get intouch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
Thank you and we will see younext week.
the economy.
The state of the world is justa little down.
It's a little sour right now.
It's not necessarily you.
Speaker 2 (00:06):
True, it's them.
Yeah, sometimes it's not somuch what you can control,
that's impacting everything.
Speaker 1 (00:12):
So control what you can control, right, and don't
don't try to control the thingsthat are out of your control.
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer podcast, with me, as
always, mark goldhart, myco-host, colleague, friend,
business partner yes, father ofthree.
(00:33):
Thank you husband husband of 10years.
Speaker 2 (00:43):
Well, will be 10, yeah.
This year right 10 in.
Speaker 1 (00:47):
May you guys got a fun trip planned too.
Speaker 2 (00:51):
Yeah, we're doing the New York thing, the New York
thing.
It's not really my thing, butmy wife has always wanted to go
to New York.
Speaker 1 (01:04):
Do the whole ballet.
Speaker 2 (01:05):
Yeah, do the Metropolitan, the Met, as they
call it.
Speaker 1 (01:12):
That is what they call it the Met.
I've been there before.
Speaker 2 (01:16):
Do some uh Stuff at the old opera house.
Speaker 1 (01:22):
I'm not a.
Speaker 2 (01:23):
This is a hot take, but I'm not a huge.
Speaker 1 (01:25):
I do not like.
Speaker 2 (01:25):
New Yorkork.
Speaker 1 (01:27):
Yeah, I just don't like cities yeah, I don't mind
cities, but that one's a hardone for me.
You don't see the sun muchunless you're in central park,
which that's we are staying.
Speaker 2 (01:38):
Yeah, basically in, not in Central Park, but you
know.
Speaker 1 (01:43):
I feel like I'm just inhaling.
On the south side of it fumesconstantly.
It's a.
You see genitalia Every day.
What, yeah?
Yeah, I've seen every time.
I've gone, not every day, butevery time I go on and I've only
been like three or four times,but every time I've gone I've
seen somebody's butt orsomebody's wiener.
Oh nice.
Speaker 2 (02:06):
Every time without fail.
Speaker 1 (02:06):
It's unfortunate yeah , so just little things like
that.
The other thing that kind offreaks me out is like it's just
such a compact island in thecity that if like a terror
attack or covid or like you'rejust stuck there like you are
(02:28):
not getting out yeah, that's,partially true like the way here
in utah, like a lot of peoplelike if they got, like like
during covid, they're like we'lljust go up to our grandparents
house up in montana for a monthor something like that.
you, you know, like, yeah, yougot.
That should not be the reasonwhy.
(02:49):
It's just a reason the.
Speaker 2 (02:52):
West is just dispersed.
I think the entire easternseaboard is just more condensed.
But yeah, but it's way cool.
Speaker 1 (03:02):
That's valid.
It's a cool place for two days.
There's nothing like it.
Yeah, I'm excited.
Speaker 2 (03:09):
I'm excited because my wife will have a great time,
totally, and I will have anenjoyable time.
Yeah, go enjoy the food likeI'm not like a broadway musical
guy, that's.
That's not because I don't likea musical every now and then.
That's just not your thing,it's just not my thing.
Speaker 1 (03:29):
I'm the same way.
I respect it and enjoy it.
Speaker 2 (03:33):
I don't know we might .
If there's a Yankees game,maybe we'll go, but like I'm not
really a baseball guy, that'dbe sick, so like we might do
that just because my it's toobad, because the original yankee
stadium, like my grandpa grewup like his first five, six,
seven years of life or somethinghe grew up in, like the shadow
(03:55):
of the old yankee stadium, oh,cool because they had just.
They lived in new york for yeahlike five or ten years or
something that That'd be sweetBefore coming to Utah.
But yeah, so that might be cool.
Speaker 1 (04:07):
Nice.
Speaker 2 (04:08):
It'll be fun.
It'll be a fun little three-dayexcursion.
Nice Backing all the things shewants to do in one trip.
Speaker 1 (04:17):
I have a question.
This is not a hot take, butthis is just like.
I need your opinion by it.
So something weird happened tome at the store.
Last night I went to the grocerystore and you know how when you
walk to, I mean, aisles areobviously wide enough for people
to multiple people to get by.
It's almost like two lanes.
You know, people understandlike you walk on the right, you
(04:40):
walk on the right side, butevery now and then what happens
is you get somebody who stops inthe middle of an aisle and
they're looking right, they'relooking for the right pasta,
they're looking for the rightcandy, they're looking for
whatever it is that they'relooking for, and this guy, this
gentleman, instead of stoppingright in front of it, so there's
(05:06):
maybe a foot, foot and a halfof distance between him and the
like, the product he's like,smack dab in the middle maybe,
if not even like further awayfrom it where he's looking okay
which isn't unusual, like I'vestopped in the middle and just
kind of like looked around, justnot really fully focused and
paying, paying attention yeah so, as he did that, he stopped
(05:30):
right in front of what I wasgrabbing and I knew it.
Like I knew exactly what I wasgoing for and so I just said so,
like if he's right here and I'mon this side of him, the
product is like right here.
So it's on the other, slightlyon a different side of him.
So instead of me going all theway around him, I just walked,
(05:55):
grabbed my thing as he'ssearching.
I said excuse me, excuse me,grabbed it.
And I mean it was less than twoseconds of being in front of
this guy and he just like looked.
He looked at me and he was likeexcuse me, and I was like huh,
and he's like you see that I'mright here, right?
(06:17):
And I and I was like what?
And he's like you see that I'mlooking right here, right, and
I'm like yes, that's why I saidexcuse me, you were right in
front of my thing.
And he's like unbelievable.
And he just walked off.
Speaker 2 (06:35):
How old is this guy?
Speaker 1 (06:37):
He was older.
Like I would probably say 65,70.
Speaker 2 (06:41):
Not 70.
Speaker 1 (06:42):
Not 70.
60s.
I feel like there's a bigdifference between the 60 age
and the 70 gap.
Yeah, like he was older than mydad, but not by a lot.
You know my dad's like 60.
I don't know one or two I Wouldfind that's it.
That seems like a pretty bizarreOkay interaction like like that
(07:03):
wasn't crazy for me to goacross and grab something.
I've had people do it to me.
I mean, every time I'm at thestore that happens.
It'd be different if I was likereaching for something and
somebody like went under my armin front of me and grab like yes
, I could see somebody beingupset about that, but it was
really unusual.
Like it threw me off big time,so much that I didn't even have
(07:23):
like like I'm usually like awitty person.
When somebody tries to dosomething rude to me in public,
I can generally make them feel alittle silly for it and I just
like I had nothing to say tothem.
I couldn't say anything.
I was just like sorry, likeokay, dude, yeah, sorry.
Like I just walked.
Speaker 2 (07:42):
that is uh, that's bizarre Okay.
Speaker 1 (07:45):
I'm in the right, I wasn't in the wrong.
Speaker 2 (07:50):
I don't know what's right or wrong, I would just say
the norm seems like that's anorm to me that doesn't seem
rude, I've done it.
Speaker 1 (07:58):
Yeah, if you're that far, like if you're reaching for
something Totally, but ifyou're just like standing back
and like gazing at an aisle,like you know you can.
Oh, he was gazing like I.
I did also sit and wait.
It wasn't like he got there andthen I immediately went yeah,
like if he, he was there when Iyou got to give a courtesy when
I ran out of the threemississippi when I rounded the
corner, so who knows how long hewas there.
(08:19):
Yeah, so I I around the cornerand I waited at least five
seconds, kind of just like.
Like just kind of observing,making sure, yep, it is right
there.
Okay, cool, I'm going in for itlike this guy's search, and he
doesn't look like he's anywhereclose.
Yeah, look like you do that toa man though it was the candy
aisle which oftentimes can giveyou a little more like that's
more of an impulse like what amI looking for here?
Speaker 2 (08:39):
What are you know conscious about buying your
sugar?
Speaker 1 (08:41):
You're gonna know.
So Put me in a bad mood, though, Even though I felt like I was
okay.
It definitely put me in a badmood last night.
Speaker 2 (08:52):
Yeah, those kind of interactions will sometimes.
Speaker 1 (08:55):
It can ruin a night for you.
Speaker 2 (08:56):
It sounds silly but, yeah, they can just kind of chap
your ass a little bit.
Speaker 1 (09:01):
Yeah, they definitely chapped mine.
Speaker 2 (09:03):
As a 60-year-old might say.
Speaker 1 (09:08):
Yeah, he would have said that yeah, you're chapping
my ass, bud, all right what'sgoing?
On what's going on.
Uh, let's give like a littlestate of the uh, state of the
union in marketing ddc um what'sthe vibe right now?
The vibe seems sad.
The vibe does seem sad.
I actually read a tweet Womp,womp.
(09:34):
It's kind of similar to ourlast podcast episode.
We talked about macro stuff andit's very similar.
Speaker 2 (09:39):
Yeah, there's some uncertainty out there and
there's a mixed bag ofperformance out there.
And there's a mixed bag ofperformance like we.
We definitely have some peoplewhose performance is like down
and up and in between.
So, to be honest, like I don't.
I don't know if everything, ifit's tougher across the board,
(10:02):
across the accounts that we haveaccess to, yeah, or if it's
just the uncertainty and thefear of the future is like
amplifying if you are down.
Speaker 1 (10:15):
Yeah.
Speaker 2 (10:17):
Like the scariness of the future.
But again, you know, I don'tthink it's easier said than done
, right?
Like if you're a business ownerand you got bills and cash flow
and everything you're trying tomanage, we do empathize with
you, but a lot of this stuff ismore short-term than long-term,
(10:37):
Yep, and it always is Like thesecycles, if you just look
historically.
Yeah, if you just lookhistorically, yeah, and if you
look at what Trump is doing, thequestion is is like, how
quickly can you fill in the gap?
So if tariffs go into place,and let's call them 25% tariffs
(10:58):
across the board for all of yourproducts, well, that can eat
into your margin quite a bitright, like I don't know how
much, depending on how youmanufacture or whatever, what
you know what you're bringing inbut let's just call it 25%
margin increase on what you'redoing.
So let's say, if you'reoperating right now at 25%, that
(11:22):
would be indicative of like awhat a seven and a half percent
type move yeah so now you'reoperating at 31 percent margin.
However, in the long term andthis is the question, this is
the big question like a, if thetariffs are long term too, but b
, do they get rid of things likeincome tax?
(11:44):
Right, um, is there a way tofree cash flow domestically that
would actually get people tospend more money?
Sure, so, maybe your, yourmargin increases, but you can
also perhaps raise prices alittle bit yeah, and you're,
you're over.
Yes, your margin seven so so 20,and this is the math I want to
(12:06):
do.
For some people, if you're kindof worried about it is you
might not realize this, butlet's call it a seven and a half
percent increase.
Like if you're operating at 25now you're operating at 32 and a
half, right?
Am I doing that math right?
So so, yeah, that sucks Well.
A you could raise your pricesby 5%, which would cover
(12:32):
that-ish Yep.
And if people have more income,you know, theoretically I mean,
we don't know how this is goingto work yet, but theoretically,
if that happens, and howquickly that can happen.
Speaker 1 (12:47):
That's just naturally what happens.
Speaker 2 (12:49):
People will spend more money.
They spend more money.
Speaker 1 (12:51):
Very few people get a pay raise and keep the same
living lifestyle.
Speaker 2 (12:57):
Yes.
Now the other thing is the thetrue, according to the U S.
What is it called?
Like Truflation?
There's a website ofindependent trackers of
inflation.
Have you seen this?
No, well, over the last twoweeks, inflation has crashed
down.
It's come down like way down,way fast, yeah, over the last
(13:17):
three weeks.
So if inflation comes downdramatically, that would also
free up cash flow, exactly so.
We're just kind of operating inthis uncertainty period where
you don't know exactly.
Like hey, 25 tariffs, yeah,that sucks, but like that
doesn't necessarily mean yourbusiness is done yeah, that
(13:38):
doesn't necessarily.
Yeah, that doesn't necessarilydepends on how long you can like
survive like a cockroach to seewhat.
Yeah, that doesn't necessarilymean that you're going to be
down 25 in profits just becausethat.
It also depends on how long youcan survive like a cockroach to
see what comes out of the otherend.
Speaker 1 (13:46):
Yeah, that doesn't necessarily mean that you're
going to be down 25% in profitsjust because that happens.
Speaker 2 (13:49):
Yes.
Speaker 1 (13:51):
Because if spending power increases, yes, your
margins are lower, but you'remaking more profit margin
dollars.
The other thing that you can doas well is you can work with
your manufacturer to say hey,how do we share this burden
together?
Speaker 2 (14:07):
Work with your manufacturer.
But again people hear and thisis the uncertainty in the market
, I think, and it kind ofexplains some of the behavior
where a consumer here is 25percent and a consumer is
thinking 25 percent.
Speaker 1 (14:28):
Yeah.
Speaker 2 (14:28):
Like a 25 percent tariff could mean everything
goes up 25 percent.
Speaker 1 (14:32):
Yep.
Speaker 2 (14:34):
So that's, that's a big deal for a consumer.
There's you know there's fear,uncertainty, volatility.
The stock market is seeing alot of volatility.
I mean it's seen a reallystrong recovery over the last
two days.
Yep, but I wouldn't call itrecovery, but it's sure it's a
(14:54):
good bounce.
Bouncing back slightly, sowe'll see if it adjusts Same
thing with crypto.
But yeah.
So I would say, yeah, the fearis justified, but just zoom out
a little bit if you're superworried about it and just
realize like, hey, you're inthis for the long term, so how
can you survive the short term?
(15:14):
Yeah, I like what.
You're in this for the longterm, so like, how can you
survive the short term?
Speaker 1 (15:17):
yeah, I like what you said.
Sometimes there's likecockroachy moments which is just
like, hey, maybe right now foryou is survival mode, not how do
I make as much money as humanlypossible?
Yeah, you know, and and andhope that things bounce back the
way they need to bounce back.
(15:38):
There was a tweet.
I wanted to read this tweet.
So you know, you know the Ashguy, the Obby guy, yeah, yeah,
yeah, say what you want aboutObby or him or whatever, but
he's a relatively well-knownvoice in the DTC community, at
least on Twitter, and I saw atweet that he posted yesterday
that just says this.
It's super simple.
Hey, everyone, the world is onfire right now.
(16:00):
Yes, your ads are going to suck.
No, you don't need to overhaulyour entire ad account, just
strap in and focus on what youcan control, which is a good
message, right?
Speaker 2 (16:09):
Yeah, that is a good message.
Speaker 1 (16:10):
Because I think a lot of people think that, okay,
it's my agency, or it's myemployee, or it's my ads, or
it's my creative, whereas rightnow it's just yeah sure.
Yeah, and it's always be fixingthose things, but the state of
the economy, the state of theworld is, is just a little down.
(16:31):
It's a little sour right nowand it's necessary.
It's not necessarily you, true?
It's a little sour right nowand it's not necessarily you,
true, it's them.
Speaker 2 (16:39):
Yeah, sometimes it's not so much what you can control
, that's impacting everything.
Speaker 1 (16:46):
Yeah, so control what you can control, right, and
don't try to control the thingsthat are out of your control, or
else you'll be in a very uh,you'll be in a tailspin.
Speaker 2 (16:58):
Yeah, I think sometimes business owners think
they are engineers and notfarmers, and I think there's a
vastly different mindset betweenthe two things.
Where an engineer, you have acontrolled environment where you
are building something, you'recreating something, and that's
(17:21):
great, but a farmer is verydependent on the elements
outside.
Variables literally, yep, andat their mercy.
Variables literally and attheir mercy, so like, dependent
(17:41):
upon them, but also uh doesn'twant certain things to happen
either.
Yeah Well, I mean, it's like so, like everything's outside,
like you're just exposed.
Speaker 1 (17:45):
It's like one or the other right, Like it can really
crush you the outside elements,or it can make you flourish,
Right.
Yeah, you think of like theCOVID stimulus checks like
everyone's businesses lookedgreat awesome turns out that was
just government spending.
Speaker 2 (17:58):
Yeah, exactly so.
And also that was another factis it looked like something like
30 percent of the private orthe of the job growth in the
last year was federal.
Speaker 1 (18:12):
Really, yeah, so and now that's all getting cut, I
guess.
Speaker 2 (18:17):
Yeah, I don't know exactly but I'm no expert on
this, but that's just what Iread.
Yeah, um, but yeah, like afarmer, like you are a farmer if
you're in e-commerce, likeyou're farming.
Yeah, like you have a product,right, you're growing a business
.
But like, guess what, likethere are things out of your
control, like you might have ahailstorm coming times and
(18:38):
seasons wreck your freaking crop, yeah, but luckily, if you're
just if you're a smart farmer,it's a good analogy.
I like that you actually havemore than one crop, so like to
give you some farming background, please.
Uh, generally you're gonna havemore than one crop, like you
don't just harvest once in thisin a year right you do have
(18:59):
harvesting season yeah right,and growing seasons, but you can
get more than one crop.
So protect your cash right andmake sure you know how to yeah
benefit maximize the momentswhen they're winning.
Yeah, like I had a goodconversation with the client and
sometimes you can use that like, for example, like if you have
(19:19):
hay and if it I can't rememberexactly my wife would disown me
if she heard this, because Idon't know exactly how this
works, because she grew up onhay farm.
But you cut the hay but youalso have to wait to wait to
bail the hay.
(19:40):
it has to have the right kind oflike humidity yeah and do yeah
but sometimes it can get rainedon and it can ruin, like it can
ruin the hay as it sits in thefield.
Yeah, so there's, but there'sways to still sell it.
You don't get your top dollarfor it, but there's ways to
still sell it.
You don't get your top dollarfor it, but there's ways to
salvage at least what you can.
Yeah, so kind of think about itthat way too.
(20:00):
Like in moments like this, likeyeah, you know, like tough luck
that sucks, like guess what,like sometimes we are at the
mercy of bigger things that wecan't control.
But like, how do you salvage it?
Speaker 1 (20:11):
Yeah, Like, how do you salvage it?
Yeah, yeah, like I mean, and onthe flip side right, I was just
talking to a client of oursyesterday and they're actually
crushing it right now and theyhad plans to not spend as much
money this month.
It was going to like reallyramp up next month.
Speaker 2 (20:28):
Yeah, but it's catching up.
Speaker 1 (20:30):
Let's chase the success, let's chase the
momentum and spend, you know.
So we're doubling spend.
Speaker 2 (20:37):
Yeah, if you have the type of product where you don't
have to worry about shippingtimes of three months or
something.
Just take advantage when youcan take advantage.
Key moments.
Speaker 1 (20:47):
That was another podcast episode.
If you go back like four orfive episodes or no, it's
probably more like two or threeepisodes.
We talk about key moments, sodon't sleep.
Speaker 2 (20:56):
Yeah, don't, probably more like two or three episodes
.
We talk about key moments, sodon't sleep, yeah, don't sleep,
yeah, like don't sleep justbecause, like you're planning on
spending more money next month,like if you can spend more
money now and make more moneyand be agile and don't be
constrained to the budget youset for the month of march.
Speaker 1 (21:08):
Don't be constrained to the budget you set.
You may need to like completelycut some of it.
You may want to double ortriple it.
Speaker 2 (21:13):
And look at things in quarterly, like we talked about
.
Speaker 1 (21:16):
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Speaker 2 (22:31):
But like that uh what you got a semi viral reel.
So let's semi viral real.
Speaker 1 (22:36):
Yeah, I figured like the let's, let's talk the
conversation here.
Let's watch a portion of this.
This right here is marketingone-on-one.
Stop selling the product andstart selling the outcome.
If you're Delta airlines,you're not selling a six hour
flight to Hawaii.
You're selling the excitementof swimming the ocean, relaxing
on the beach and creatingunforgettable family memories.
I'm going to give you a simpletrick that's going to make your
messaging hit hard every singletime.
(22:57):
I call this so you can.
Method, and here's how it worksyou take your product or
feature, add the words so youcan, and then finish the
sentence with the outcome.
For example, meal delivery kitsso you can save time and stay
fit.
Noise canceling headphones soyou can get your work done
anywhere.
So try it on your product anddrop.
All right.
So the the point of this, thereason why we want to talk about
(23:20):
this, is this has been a simplelike hack you and I have used
probably for like eight or nineyears.
So anytime we're trying tounderstand the why behind
somebody buys a product.
What why behind a product?
So, in in product marketing andmessaging, you have what's in.
(23:40):
You have wise right.
So, for example, um, when Applecame out with the air pod.
Do you remember those, thosecommercials that they had?
It was like people dancing onthe sidewalk and they were doing
crazy moves.
Speaker 2 (23:58):
Yeah, they were like walking on the side of the
buildings.
To demonstrate.
Speaker 1 (24:03):
Yeah, to demonstrate.
So what they weren't saying wasBluetooth technology.
Speaker 2 (24:09):
They weren't saying like cord free and you'll often
hear conversations go to Apple,because in the past Apple has
been usually like the leader inshowcasing benefits and outcomes
over features.
Speaker 1 (24:27):
But a lot of times people have a hard time
understanding how to say itright.
It's very easy to be likeBluetooth.
It's very easy to say cord-free.
It's very easy to say cords forcord free.
It's very easy to say freeshipping.
You know what I mean.
These, these, what we callfeatures.
It's the what.
The big question and the realreason people buy is generally
the why, it's the, it's theoutcome, and so we use this
(24:50):
method.
Speaker 2 (24:51):
Um, when we're working with because human
psychology would say that it'slike 95% of decisions are
emotionally based.
Exactly 100% which begs thequestion of free will in general
, but that's a differentconversation.
Speaker 1 (25:07):
It's why people can spend, you know, $200, $400 on
pants, $3,500 on a purse, whenthat purse costs Louis Vuitton
$25 to make and you could buythat same thing at target for
(25:27):
maybe $40.
Right, like there's this,what's the why behind it?
So you can fit in, yeah.
Speaker 2 (25:34):
I don't know, is that Louis Vuitton?
Speaker 1 (25:35):
behind it, so you can fit in.
Yeah, I don't know, is thatwhat we were talking about?
So you, so you can look better.
Speaker 2 (25:39):
No, it's the opposite of fitting in.
Speaker 1 (25:41):
Well, yeah, you're right, so you can be better than
everyone.
Yeah, and stand out.
Yeah, maybe you know they don'tsay it that way, but that's how
you feel.
Right, like, right, like so.
Speaker 2 (25:52):
I mean, that's what it is, though, so that's what a
luxury item is.
Speaker 1 (25:55):
is like you are standing out like you are on a
different level than anyone else.
Speaker 2 (26:00):
Yeah, I mean, yes, there is the luxury aspect of
sometimes it is legitimatelyjust better.
Yeah, but like a Bentleydoesn't last that long, right?
Well for a car.
Speaker 1 (26:12):
Yeah, there's, there's, it's very luxurious,
it's beautiful.
Speaker 2 (26:16):
Well, for a car, yeah , there's, there's.
It's very luxurious, it'sbeautiful, it's an amazing
looking car and I'm sure andI've been in a bentley like
they're smooth, they're sexy,they're awesome inside.
Speaker 1 (26:23):
But is it gonna last as long as your honda accord?
Speaker 2 (26:26):
no, probably not.
No, well, but again, likethey're not buying, they're
buying it as a status symbol andas a buying it for longevity
and as a marker of their wealth.
Yeah, exactly Because they can.
Speaker 1 (26:40):
So, so how do you can't?
Yeah, exactly.
So how do you get to theoutcome?
Right, and this method.
Speaker 2 (26:45):
And, by the way, I don't care that, we just want.
I just want to throw this outthere we're not against rich
people buying rich people thingsor luxury things.
That's great for them.
Speaker 1 (26:53):
Yeah, yeah, people, things or luxury things.
Speaker 2 (26:58):
That's great for them .
Yeah yeah, there are someluxury things that I think are
very worth it and cool, andthere are other ones that I
think is absolutely ridiculous.
Whether you're rich or not,like you actually do the same
thing.
Totally A hundred percent.
Speaker 1 (27:04):
So how do you get to this?
A really just easy exercise foryou to go through is we call it
the so you can method, and whatyou do is you take the products
features, all right, so let's,let's just do this exercise
randomly off the top of ourheads Grace, uh, grayson, name
up, name a product or a brand,just anything.
(27:26):
To shout anything random outthere for us Sketchers.
Okay, I don't know a lot aboutSkechers.
Let's do this.
Let's do the Skechers.
Remember the round?
What were they called?
No, they weren't Heelys.
Heelys, that would be sickSoaps.
(27:49):
Do you know what?
Speaker 2 (27:50):
a Soaps are.
Speaker 1 (27:52):
I had Soaps Skechers were the ones they were called.
Oh my gosh, there was a biglawsuit over them.
They were meant to make sure,like they pretty much said, like
you'd lose weight by wearingour shoes, because they were
like rounded.
Speaker 2 (28:05):
I don't remember this at all, but go on.
Speaker 1 (28:07):
One of the professional athletes I want to
say it was Peyton Manning.
Maybe the Carmelone no Wouldsay okay, the feature of this is
like rounded bottoms, so youcan lose weight without doing
(28:32):
really anything.
Speaker 2 (28:33):
Yeah, Skechers forced to give 520,000 customers
refunds after falsely claiming$80.
Sneakers would help wearerslose weight.
Speaker 1 (28:42):
What was the name of the shoe?
Do you have it?
I?
Speaker 2 (28:45):
have it.
Speaker 1 (28:47):
It's on the tip of my tongue.
It's a clever name, huh.
Speaker 2 (28:52):
No Shape-ups.
Speaker 1 (28:53):
Shape-ups.
Shape-ups is what they werecalled, all right.
So the whole feature of that,it wasn't to lose weight.
That was not the benefit.
Speaker 2 (29:04):
That was not the outcome.
That was not the outcome.
Was she an ambassador for it?
She was an ambassador, too.
Speaker 1 (29:09):
That was not the selling point.
It wasn't to lose weight.
It went beyond that.
The selling point was so youcan lose weight by doing nothing
different.
That's really it.
So I can just be walking aroundnormal, but if I have these
shoes, I'm gonna lose weightquicker.
Man that isn't the ugliestshape ups.
(29:32):
You gotta see, I can't believepeople bought those.
I'm pretty sure it was a veryfamous nfl quarterback they sold
520,000 pairs of those I betthey sold more than that it.
So, anyways, that's how you getto it, right?
You say the product or thefeature so you can, and then
finish that sentence, completethe sentence so you can blank.
(29:55):
Now, you don't put that in yourad, necessarily, or on your
homepage to say sketch yourshape up so you can lose weight
without doing anything.
Sketch your shape up so you canlose weight without doing
anything, right?
Instead, the message is more so, lose weight without any extra
activity.
You can say that a little bitbetter, right, craft that
(30:18):
message a little bit better.
Speaker 2 (30:19):
Now there's Ozempic, so you actually can do that.
Yeah, exactly, yeah, that'strue.
Um, so another, another exampleof that would be going back to
the AirPods.
Right, like the AirPods, likewhy?
Like what's the why behind anAirPod?
(30:40):
Like what are you selling?
So what?
What did we talk about that?
It was listen to your like, soyou, so you can.
Speaker 1 (30:47):
So you can air pods so you can um run without a cord
getting in the way.
Yeah, find a.
Find a better way to say it,right but basically that's it.
Speaker 2 (30:57):
Like right the cord.
Um, now there was otherbluetooth options, yeah, at that
time, right, but they wereusually like More headphone-y
yeah.
Well, there were headphones,but then you know the ones that
like would wrap around the back.
I think Beats had one like theplug-ins, but what Apple did is
they turned it into a very likeminimalistic design.
(31:19):
And also a lot of thoseBluetooth headphones were kind
of associated with geeky.
Speaker 1 (31:27):
Yeah.
Kind of just technical, so theysexied them up a little bit.
So they sexied them up.
Speaker 2 (31:31):
Yeah, so it was A.
There was two things going on.
It was like don't have yourcord so that you can listen to
music without the cord and dothe things you want to do.
So it was like unburdened.
Speaker 1 (31:44):
Don't let the cord get in your way.
Yeah, whatever.
Speaker 2 (31:47):
A chord.
Speaker 1 (31:47):
Whatever that is based off of their audience.
Speaker 2 (31:49):
And then two it was uh, and you actually look good
doing it, Sure.
Speaker 1 (31:55):
And you don't even have to say that one as much.
That's where the visual partcomes in.
Yeah, for sure.
Right, so you got the visualand then you have the you, the
finishing sentence of so you can.
Speaker 2 (32:04):
I mean the other thing is like, but sometimes you
don't have a productdifferentiator, so like these
are things where you weretalking about a product that has
, like, a very unique sellingpoint.
I think where people gettripped up with this concept is
when, let's say you are a, let'ssay you sell kids clothes or
women's clothes or men's clothes, like.
Let's just say you sell clothes, yep, and let's say that your
(32:29):
clothes don't really have aunique quote selling point which
this happens and I think thisis where people get this concept
mixed up and confused.
Because it's harder, sure, right, because we're thinking of
features and benefits.
But let's just talk about vans.
Okay, like what?
(32:51):
How do we actually define?
What is the outcome that vansis selling?
Speaker 1 (33:01):
Um, yeah, it's a tougher question.
Um, yeah, it's a tougherquestion.
Um, and sometimes this method,sometimes this method doesn't
work the same way witheverything as well.
Not not saying you can't comeup with some differentiating
messaging around vans.
Speaker 2 (33:21):
No, but I think what you do have to what what I think
sometimes is hard to do is thisisn't necessarily a product
framework is, like you could youhave to zoom out and say what
is the outcome.
We're trying to sell here,which is really the why of
somebody.
So the question becomes wearvans, right?
(33:46):
Clothing or shoes or whatever?
Yep, so you can.
Is it stand out?
Is it fit in?
Sure, right, yeah.
Is it be a skater?
Yeah, because the other one is.
Sometimes we've seen somesmaller shops that sell clothes,
(34:06):
for example, and they gettripped up on this.
But it's hey, well, what makesyou unique?
Okay, let's say your founder isthe face of the company and
they're likable and they'rerelatable and they're going
through the same things thattheir target demographic is.
Let's say you're a mom, thefounder's a mom with kids and
(34:30):
they're making kids clothes, forexample, right.
So let's say, this brand'scalled Smiley's, so it's hey,
why would another mom want towear, or have her kids wear,
smiley's, right, yeah, and thatbecomes a little more of a
(34:50):
abstract question and it's moreemotionally based because, like
it's, the outcome isn't going tobe tied to the product
necessarily yeah.
However, you can start saying,oh, so they can be like whatever
kids, yeah, or so they cansupport you or they can.
Speaker 1 (35:08):
That's what I was going to say with the with the
Vans example is is is it morethe, the so you can method puts
you more so in the um, so youbecome this type of person, so
you can look, so you can feellike this type of person.
Right, it's the same way thatpeople, so your outward
(35:29):
expression can match your inward.
How you outwardly expressyourself, feelings Puts you in a
I don't like to use the wordbox, but puts you in a category
of the type of person you wantto be.
But that's, I mean that's justwhat it is, and that's
oftentimes what a to be, butthat's I mean that's just what
it is, and that's oftentimeswhat a everybody is making a
unique selling point.
Speaker 2 (35:48):
That's the direction you go yeah, now everybody's
making a statement by what theywear.
Yep, whether they choose toadmit it or not, they are making
statements every time they puta close on yep, if we go back to
oh and then, if you want todouble down on this.
Speaker 1 (36:05):
So products that do have unique USPs can do really
really well from a overarchingadvertising strategy where the
brand is putting lots of moneyinto saying this is why we're
different, this is what you willbecome, this is how your life
will, based off of the uniqueselling proposition.
(36:26):
When you don't have a veryunique selling proposition,
what's really really importantis one you got to be able to say
this is who you'll become likein a from an advertising
perspective.
But two, you have to get otherpeople to do it too.
That's what we've recognizedwith products that don't have a
massive like, that like, forexample, I do not know the well,
(36:49):
I know what hoodie that is thatyou're wearing, but anyone else
who's looking at that hoodiewould not be able to tell where
that hoodie came from.
Fair enough, no, there's nothingcrazy unique about that hoodie,
right.
But if you can get 500 peoplewho are talking about that
hoodie and why it's the best andwhy they love it and why they
(37:10):
wear it, while you're kind ofsaying, hey, all these 500
people, this is the type ofperson you kind of will look
like and you'll become if youwear our stuff.
Yeah, that's a really, reallygood way to win by showing the
outcome of the other people.
So it's still taking theoutcome so you can hey this is
the outcome, but instead it'sit's showing you the other
(37:32):
people who are using it.
Does that make sense?
Speaker 2 (37:34):
Yeah, it does I mean, well, let's go back to this
like hypothetical example thatI'm mixing.
I'm mixing a few people we knowtogether here.
But if you're a founder of acompany and you have kids
clothes and yes, there's youknow everyone believes their kid
clothes are unique and that'sgreat, yep, and let's just
assume they're stylish and theyhave some kind of style to them.
Speaker 1 (37:54):
I don't want to, let's not go into?
Speaker 2 (37:56):
what kind of?
Style yeah, but they have theirgood quality, yeah, exactly
well, a unique selling pointhere, using this framework,
could be hey, wear smileys, orhave your kids, buy smileys for
your kids so that you don't haveto worry about what's stylish.
Yeah, right, because you couldbe as the founder, as the
(38:17):
company you're showing them.
You're making it easier, yeah,for moms to not have to go
looking around of like, what,like what's cool for my kids
right now.
Speaker 1 (38:26):
I know that this brand is on trend.
Speaker 2 (38:28):
Yes, like this is the trend I like for my kids
totally so, then you, you canshowcase that as a brand and
that's the benefit of buyingfrom you.
Is like, yes, there's, there'sthe styles, sure, but there's a
bigger emotional thing herewhich is maybe it's the styles,
sure, but there's a biggeremotional thing here which is
maybe it's hey, so that you'reyou don't have to worry about
(38:49):
what's the style.
Yeah, cause moms, you know,we're all getting older, like
we're not the hippest kids onthe block anymore.
Yeah, so like your customer isprobably feeling that, like I
don't know what to dress with mykids, like I have my style, I
don't know Right.
So that's how you can startthinking about it too.
Is like what is it about yourbrand that is helping solve some
(39:13):
kind of issue for your consumer?
Not necessarily the product.
Speaker 1 (39:16):
The other thing that's really nice, like so,
whether you have something thathas less like.
We're kind of taking these twostuff that has really strong
USPs versus stuff that doesn't.
You can do this exercise Withboth styles of brands as well.
One thing that I've done isI've tested it with all of our
clients and I've worked on this,so you can method and I've
tested with other people likethis.
(39:38):
This video got like I Got a lotof comments to like.
Let me see here you got around400 comments of people like
saying, hey, what about thiscompany?
Hey, what about how would youdo this for this company?
How would you do this for thiscompany?
Or you had people who wouldtake their company and they
would actually try to go throughthe exercise within the
(39:59):
comments, right.
And so I started doing it justin chat GPT for people, and chat
GPT can help out quite a bit,right.
So you can kind of put thislike you could put a prompt in
there to say, hey, my brand iswwwcom.
Speaker 2 (40:14):
We sell some unique selling points based off this
framework.
Speaker 1 (40:18):
We sell socks.
We sell.
You know you could put in thebasic stuff.
Can you help me find a uniqueway to show the benefit and call
out some unique stuff?
So for example, benefit oroutcome?
yeah, so the unique stuff, whatyou're talking about is like hey
, uh, you know people arefollowing me because of my style
.
You can add some of thosethings in there and and chat gpt
(40:39):
will spit out 5, 10, 20,however many of those things
that you want, and youimmediately, immediately, will
have a Array of differentmessages that you can test, both
an ads, organic content,whatever so yeah, I love that,
(41:01):
definitely use chat GPT.
Speaker 2 (41:02):
Yep, but yeah, definitely use chat GPT.
Speaker 1 (41:04):
Yep.
Speaker 2 (41:07):
Or Gemini, whatever.
Speaker 1 (41:09):
Sure.
Speaker 2 (41:10):
Yeah, I don't know if it even matters, grok.
Speaker 1 (41:13):
Whatever your AI of choice is.
My AI of choice for things likethat is chat GPT.
My AI of choice for factchecking for some reason has
become Grok.
Speaker 2 (41:27):
Well, grok, gpt, my AI of choice for fact-checking,
for some reason has become grok.
Well grok.
Because of Twitter.
It's like getting real-timeinformation.
Yeah, I don't know how truthfulit is because everyone's lying
on Twitter.
So, yeah, I agree.
Speaker 1 (41:38):
But, yeah, we wanted to go through that because I it
was just crazy.
I did not expect that video tobecome a.
I thought I knew that videowould be helpful.
I did not expect that video tobecome a more of a viral hit
personally, because it was verybasic and very simple and so I
figured hey, why don't we, whydon't we talk about it on the
podcast and go into deeperdetail?
(41:59):
Because maybe that's just whatpeople need to hear more of.
Is us breaking down a littlebit more simplistic marketing
tactics?
Speaker 2 (42:09):
Like here's some based on this hypothetical
situation.
Speaker 1 (42:13):
He's put it through a prompt.
Speaker 2 (42:15):
Yeah, buy smileys so you can effortlessly complete
your kids outfits.
Love it, which is close to whatwe were saying.
Speaker 1 (42:24):
Right, right and, like I said, you take off piece
and on the on the website, itsays Effortlessly complete your
kids outfits.
Speaker 2 (42:31):
Yeah, here's another one by smiley, so you can enjoy
comfort.
Or so your kids can enjoycomfort and durability in every
stage.
By smiley, so you can refreshyour kids wardrobe without
breaking the bank yep here's aneasy one buy smileys, so you can
(42:53):
shop for your kids withconfidence yeah all great.
Speaker 1 (43:00):
You tack that in with seeding product to hundreds of
people who are also saying thesame message and you've got a
winning.
Speaker 2 (43:08):
Now, obviously I would curate those depending on
who you are and make sure it'syour voice, your voice, your
audience.
But ChatGPT is a great way toat least explore ideas and just
get it out there in written formwithout the burden of trying to
like start from nothing.
Yeah.
Speaker 1 (43:27):
It's a great way.
It's a great way to build theframework.
Yeah Right.
And then you take the frameworkand say, okay, cool, it said it
like this.
That's not how we would say it.
How do we reward that?
How do we?
Speaker 2 (43:37):
reward it and make it us.
Yeah, I like it, but thinkabout what makes you unique.
Whether I like it, but thinkabout what makes you unique.
Whether it's a per like, itcould just be you as a person.
If you're a founder, it couldbe your brand.
It could be the products.
Think about unique sellingpoints.
Don't get caught up in just thegeneric Buy this, buy that this
is great.
Speaker 1 (43:58):
High quality Just doesn't work.
Even though it might be highquality, Anyone can say that.
Speaker 2 (44:03):
Yeah.
Speaker 1 (44:04):
Right.
It's got to be a little morethan that, like if it is high
quality then awesome, buy thisso that you don't have to worry
about a sweatshirt for 10 years.
Kids clothes so you can.
Yeah, right, here's a good one.
Right, here's a really good one.
High quality.
This would the knees don't wearout after the first few uses.
(44:31):
Yeah, something like that.
Right, that like you know that,like when your kids are crawling
and they're in that stage wherethey're like they're rolling
around, like that's the firstthing to go, is the knees, like
that's how we all like anytimemy kids pants have holes in the
knees right, but if you create apant that's such high quality
that like, hey, if you buy apant from Walmart, those are
gonna get holes in it in let'scall it two weeks of wear,
(44:57):
whereas this it's like hey,you're, this is gonna last you
all summer and that's where thisversus ad works great.
Yep, yeah, and you could putthese.
Speaker 2 (45:04):
you can put these usps on those different types
and different styles of ads,right where you could have, like
a the pants with holes in them,and say three with them three
weeks later.
Speaker 1 (45:14):
Yeah, us three years later, three years, yeah,
whatever, and like that's hugeyeah that's really big.
Speaker 2 (45:20):
All right, awesome.
I like that Wrap it up.
Speaker 1 (45:24):
So there you go there you go you can go watch the
video.
We'll put it in the well gowatch.
Speaker 2 (45:30):
Go watch the video, go engage with it.
Speaker 1 (45:32):
Yeah, but actually this podcast episode is much
better than that video, cause webroke it down, so you actually
don't have to go watch the video, unless you want to pad my
numbers broke it down.
Speaker 2 (45:42):
Kind of an interesting idiom, right, yeah,
like we're breaking somethingdown exactly to then build it
back up that's what makes us webroke it down to then put it
back together.
Okay, okay, see, okay, see youeverybody.
Speaker 1 (46:05):
Thank you so much.
We'll see you guys next week.
Thank you so much for listeningto the unstoppable marketer
podcast.
Please go rate and subscribethe podcast, whether it's good
or bad.
We want to hear from youbecause we always want to make
this podcast better.
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me or give
(46:25):
me any direct feedback.
Please go follow me and get intouch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
Thank you and we will see younext week.
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