July 22, 2025 • 28 mins
In this episode of the Unstoppable Marketer Podcast, hosts Trevor Crump and Mark Goldheart discuss the importance of levity and entertainment in advertising. They explore how brands can stand out by incorporating humor and vibrant colors in their marketing strategies, drawing parallels to recent trends in movies and social media content. They emphasize the value of bringing joy to consumers' lives through advertising, rather than adding more weight or seriousness.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
people are emotional, right, and so, like you're,
(00:03):
you're trying to convert theiremotions to you.
One of the easiest ways toconvert someone through emotions
is levity, like you know, humor, or it's something that's
entertaining enough that they'relike oh, I really like this,
right, but you're bringing alittle joy.
I mean, at the end of the day,you're bringing like a little
joy to their life, not moredrudgery or like more weight.
So if you bring a little joy totheir life, they're going to be
more likely to buy from youbecause that feeling.
Speaker 2 (00:26):
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer Podcast.
With me, as always, is MarkGoldheart.
Mark Goldheart, how are youdoing with your backwards hat
today?
Speaker 1 (00:36):
Oh, it is on backwards.
Huh, you look good.
Speaker 2 (00:39):
Should I go forward?
No, you're, you are Backward,backward.
You are fully gray.
Did you notice that I didn'tbut?
Speaker 1 (00:48):
but it looks good it turned.
Speaker 2 (00:50):
I think it looks fine I pulled out and not like I
think it looks fine, like Ithink you look, I think it looks
good, I think it pulls well.
Personally, oh yeah yeah,little monochromatic.
Speaker 1 (01:00):
Yeah, yeah, cause even this blue doesn't look very
blue, does it?
Speaker 2 (01:03):
yeah it, yes, like a.
Is that blue?
Yeah, is that blue Grayson.
Speaker 1 (01:11):
Yeah, it's blue.
Speaker 2 (01:14):
It's.
Yeah, I could see being like agray blue, because blue blue has
like hints of gray in it.
Speaker 1 (01:18):
Yeah, yeah.
Well, this is for sure.
Blue, though.
No, not like a dark blue, it'sa muted blue you would say I'm
wearing blue pants yesdefinitely say you're wearing
grey pants, this is grey this isblue.
This is grey ish.
(01:40):
There's a little blue in there.
Speaker 2 (01:43):
No, that is grey.
That is called heather grey,yeah, but there's a little blue
in there.
No, that is gray.
Speaker 1 (01:44):
That is called heather gray.
Yeah, but there's a little blueunderneath it.
Speaker 2 (01:49):
Well, I'm wearing black pants.
Oh, those are brown.
Speaker 1 (01:55):
But anyways.
Speaker 2 (01:57):
How was your weekend?
All well.
Speaker 1 (02:01):
It was, it was good, good, very good.
Went to the mountains.
Speaker 2 (02:07):
Nice.
Speaker 1 (02:08):
Forgot my kid's fishing pole so he was pretty
sad.
That's brutal.
Made it up, we watched aSpider-Man movie and had s'mores
Nice.
What can't a Spider-Man movieDepends?
Which Spider-Man movie it wasthe multiverse, one like the
cartoon one they did, which Ithink is like the best
spider-man movie they've evermade the first one, I think, is
(02:31):
yeah, second, one's like alittle too sad, a little too.
What's his name?
Speaker 2 (02:34):
morales, yeah that's by far the best, in my opinion
oh for sure I agree, and thesoundtrack's awesome, like it's
good music too.
Speaker 1 (02:42):
Speaking of animation .
Can can I ask a questionBecause I think we're going
movie theme today.
Speaker 2 (02:47):
Yeah.
Speaker 1 (02:48):
And tying that back into marketing.
Speaker 2 (02:50):
I want to give like a .
I remember we used to do thisand we haven't done it for a
minute.
Can we give like a?
You can ask this question.
Keep the question, by the way,Okay.
Speaker 1 (02:59):
I'll keep the question.
Speaker 2 (03:00):
But tell me if you want that question to lead us
into the actual topic, because Iwould like to give.
Should we like a quick twominute?
Like state of the union, it'ssummer.
What people should be expecting?
Sure, I think that's probably asmart thing to do.
What do you think?
Sure?
So it's summer.
Okay, there's a lot of peoplewho well, in case you guys
(03:21):
didn't know.
Yeah, I mean, this episode isgoing to go live in a week,
which means that today's the15th.
We're neck deep in the summerit's the 22nd.
So if you had a rough early July, really you're up against three
things and maybe even right nowit's still rough for you.
Well, July's always the worstmonth.
Number one.
Speaker 1 (03:41):
Conversion rate-wise.
Speaker 2 (03:46):
Number one you had the fourth of july weekend that
just like led the the week off.
Right, that's always achallenge, it's busy.
Um, unless you were doing likea big fourth of july sale, a lot
of people potentially saw somehurt there also prime days.
Kind of suck some of that upnumber two, don't steal it from
me prime day, which was theeighth, number two through the
11th.
Okay, so you go, you go, which,by the way, they extended it to
(04:08):
four days this year fourth ofjuly weekend into prime day okay
which was two days longer whichis two days longer.
Speaker 1 (04:16):
So that's numero two and numero three, although aov
was down for substantially for aprime day okay and number three
is july is the most travelmonth of all time.
Speaker 2 (04:31):
It's your last month before summer vacation is over.
People are packing and travelright now.
Speaker 1 (04:37):
Um we've said it we said it trips.
Speaker 2 (04:39):
yeah, I mean back to the old.
Also the fact that, like mostbrands I mean I know several of
you who are listening probablyyou know you might sell directly
to men or to teenagers, or, youknow, high school students or
not, high school collegestudents, whatever but the
majority of purchases oftentimescome from moms and women of the
(05:00):
household, women of thehousehold, and so not only do
they have kids and people thewallet rolling all you know,
pestering them constantly.
My wife, for example, is likesaying like hey, like the last,
like six weeks, she's like Ijust live in my car, I'm just
like constantly driving.
So she's never on her phone.
(05:20):
Now, my wife is not a socialmedia person, so, but she is she
is probably the norm for moms.
You got between extracurricularactivities baseball tournament
friends.
Speaker 1 (05:33):
Yeah, swimming party like swim lessons, yeah,
everything everything you know.
Speaker 2 (05:39):
she's like I literally live in my car.
That was why we just bought anew car, Like we rushed to get
her a new car, because she'slike we've been, we've been
looking for a new one.
Speaker 1 (05:46):
She's like sitting in the car.
Speaker 2 (05:47):
She's like trevor, I'm in the car all day.
Speaker 1 (05:49):
We've been looking for, can we?
Speaker 2 (05:50):
like get this, you know, and I'm like, yeah, let's,
let's do it, let's upgrade, so,so that's the state of the
union right now.
Um, with that said, uh,oftentimes what you can do in
July, august, september are whatmake your Q4.
So remember that just as youthink about slowing things down
(06:11):
a little bit.
And also remember that justbecause you slow things down
meaning when I say slow thingsdown, I mean maybe reduce your
ad spend.
Reducing ad spend does notalways equate to better
efficiency, just FYI.
So don't get caught up in that.
Speaker 1 (06:26):
It can well, it usually equates to better
efficiency overall, because ifyou have returning customers,
your overall efficiency is goingto look better yeah, but but
sorry, your your acquisitionefficiency doesn't always get
better.
No, that's what I meant, yeah.
Speaker 2 (06:41):
Yeah, so anything else?
State of the Union Summer Stateof the Union.
Stay cool, stay calm.
No, I think that's about it.
Get ready for back to school.
Okay, all right, ask me yourquestion related to movies.
Okay well summers are alsoknown for movies New movies, you
(07:05):
mean, like releases.
Speaker 1 (07:06):
Last 10 years it's been superhero movies, right.
Also, jurassic World did prettywell in the box office.
So action movies, adventuremovies, right.
It's usually like fun, yeah,fun types of movies, but we just
said that that Spider-Man moviewas the best Spider-Man.
(07:29):
My question with animation islike take the Lion King, the
original Lion King, not theterrible, horrible CGI remake
with Jonathan Taylor Thomas withJTT?
why is it that animation cantell stories that are clearly
(07:50):
not real but feel real, like thestoryline feels real, even
though it's all fake, and it cando it better than a movie
that's trying to show you thingsthat are not real.
Speaker 2 (08:13):
Is that?
I mean maybe one yourexpectations going into a
animation are different than ifyou're going into a real movie
that might be more CGI developed.
Speaker 1 (08:19):
Like Toy Story, for example.
Speaker 2 (08:20):
Yeah, you're looking for that.
Yeah, so I think that's one.
I think number two you have100% control in making the
actors perfect in animationversus or at least the scenes or
whatever.
Yeah, yeah because all you'reall you're worried about is
voice.
You're not worried about theiremotions, you're not worried
about their facial expressions,you're not worried about their.
(08:42):
So maybe that's another reason.
Speaker 1 (08:43):
That could be a reason I don't know I don't know
either exactly, but I wasthinking about it because, lion
king, when you think about theseclassic movies and how like the
new ones don't really and maybethat's just us getting old,
I'll throw that out there but Ithink a lot of it is the
audience's expectations of whatit is sure right, and there's
(09:05):
something called the uncannyvalley, right, which is like the
mind, the subconscious, justlike kind of is grossed out, if
something like feels human butisn't, or like Sure.
Like what's going on.
Yeah, I think trying to makethings too real creates a
distorted perception.
Yeah, I think trying to makethings too real creates a
distorted perception.
Yeah, where, if you justembrace that, it's a cartoon
(09:31):
Right.
Speaker 2 (09:32):
You're embracing that .
None of it is real.
Speaker 1 (09:34):
But then the storylines often hit really hard
, right, Like the Lion Kingstory.
I mean that hits really hardfor a lot of people.
Sure, Like it's not, likepeople left there just being
like oh, that was like a funcartoon, you know, like it was a
very emotional, great cartoonbut like really meaningful for a
lot of people.
Sure In a way that I think likea lot of these like newer CGI
(09:56):
movies are just kind of like,doesn't feel?
Well, oftentimes I also thinkwith CGI dependent upon the
director.
And I'm no movie, yeah, I'm not.
Speaker 2 (10:10):
I'm not the guy to critique movies like.
I'm just not that guy becauseI'm very easily pleased when it
comes to entertainment.
Yeah, I also think that whenyou add CGI to the real
scenarios it is, it canoftentimes be a cop-out like you
can overuse it yeah right, andit becomes a distraction yeah,
(10:33):
so depending on the director youknow.
Speaker 1 (10:34):
anyways, I was just thinking about feelings and the
animation, but superman istrying to reverse course on the
dc universe right now and Ithink this is interesting to
talk about in terms of ads too.
Yeah, the director is known forfun movies like Guardians of
the Galaxy, which was kind of ano-name.
(10:58):
No one knows what that comic isor those characters, no one
even knew who they were 10 yearsago.
Speaker 2 (11:06):
Yeah, but it's become one of the most popular.
Speaker 1 (11:08):
It's like one of the most loved.
It is the most popular.
Speaker 2 (11:10):
I mean we'll have a.
It's one of the few ridesDisney has created a ride around
.
That's right.
Speaker 1 (11:16):
They have their own ride, which?
Speaker 2 (11:17):
tells you something Like there's not a, there's not
a Hulk ride.
Well, I take that back.
There is one, but it's inUniversal pre-Disney owning.
Speaker 1 (11:28):
Okay, so that doesn't count.
Speaker 2 (11:30):
Yeah, but you really only have from a superhero
perspective.
You only have a Spider-Man rideand you have a Guardians ride.
I'm trying to remember inDisney World what you might have
but there's no Captain America.
Speaker 1 (11:50):
There's no Captain America, there's no Hulk,
there's no Thor.
And what made Guardians of theGalaxy different at the time was
it was, uh, it did not takeitself super serious, yeah.
And then they started.
Marvel started doing a lot moremovies that took itself a
little less serious.
Speaker 2 (12:06):
Yeah.
Speaker 1 (12:08):
Like Thor Ragnarok yeah Right, but that was funny.
But Guardians of the Galaxy waskind of like this moment of oh,
it's just fun, yeah, like.
Yes, there's serious tones init and the story has seriousness
in it, but it was just like.
Speaker 2 (12:23):
But it's fun, almost always fun.
No-transcript.
It's fun the entirety, evenwhile there's a wildly intense
scene in Guardians, it's comicrelief.
That is the juxtaposition ofthe entire thing.
From when they're breakingpeople out of jail to fighting a
(12:45):
monster.
There's always something funnyor goofy happening.
Speaker 1 (12:52):
Yes, yeah, and so they take James Gunn and now
he's doing the DC Universe andSuperman's kind of like the
first go at it and it's supposedto be.
I haven't seen it yet and youhaven't either, but I've heard
it's funny, apparently it's fun.
Speaker 2 (13:06):
Yeah, it's really fun , and it's like light, not super
serious in comparison to theirlast, you know, their batman man
of steel.
What else is dc?
Speaker 1 (13:18):
like I don't know justice league and stuff.
Speaker 2 (13:20):
Yeah, I never saw I never saw justice league, um,
but they're all pretty likethere's some comic relief in
some of them.
Yeah, there is.
Speaker 1 (13:28):
but Just like there isn't every, they're just like
more serious, yeah.
And so I guess the question iswith ads, right is it's going
back to?
I think we saw that moment withTikTok, like people were kind
of craving a little more fun, alittle less.
Speaker 2 (13:43):
Well, but explain why they were.
Speaker 1 (13:45):
Well, if you go back to 2010s, yeah, instagram,
facebook, instagram became justso curated and just like so
buttoned up and fake feeling,and influencers were just like
only showing the greatness oftheir lives and everything.
I think tiktok came out and itwas like, well, and you had
covid too, and you had covid, soeveryone was stuck, but tiktok
(14:06):
was already Well, and you hadCOVID too, and you had COVID, so
everyone was stuck.
Speaker 2 (14:09):
But TikTok was already starting to take off
pre-COVID Sure in like 2018,2019,.
Speaker 1 (14:10):
yeah, I think TikTok came around and was like oh, you
can just dance and be a nobody.
Speaker 2 (14:16):
And just be like a real human being or just like
tell stories, yeah yeah, andlike it was fun, it kind of made
it fun again.
Speaker 1 (14:22):
Yeah, yeah, not so like serious and done up and
like fashionista.
Sure, sure, not that that areadoesn't still exist on a TikTok
and an Instagram, but it waskind of this moment of like
levity.
Speaker 2 (14:34):
Yeah.
Speaker 1 (14:35):
After people trying to take things a little too
serious, yeah, and so again, Ithink what happens is brands
sometimes pull the DC move where, like again, there's there's
brands that should be serious.
Yeah, we talked about this, butit's Superman.
A moment.
That's kind of capturing likethe zeit, like the cultural
(14:55):
zeitgeist of like kind of goingback to this fun light, like
even the coloring in it is likelighter.
Yeah, Right, like the, theoutfit of Superman like looks
pretty freaking yellow and red,right and blue yeah like there's
no muted, like it's not a mutedcolor scheme yeah, yeah, like
(15:17):
it's pretty vibrant so is thecoloring, is the, the vibrance
of it, that this is, like the,still the trajectory we're on,
or is it like a last attempt tosee if there's still more to
squeeze out of it?
Speaker 2 (15:36):
sure, yeah, yeah, are we getting out of the?
Because the 2010s were dark,picture perfect.
Yeah, like I always.
I always think of it as likethat, the it's like this pastel
II movement where everything iseverything blends in,
essentially like you're seeingthis interior design.
Speaker 1 (15:58):
A lot of like viral videos are showing people go
green in their house yeah, yeah,yeah, yeah, I don't know, I'm
using like brighter colors orbolder colors or just like
colors in general, not justwhitewash.
Speaker 2 (16:09):
Yeah, it's an interesting concept, you know,
like I think that I mean you'realso starting to see more and
more people sync up with biggerlike production studios that are
doing more entertaining things,things like so the brands that
have money, uh, to put into aharman's brother-esque style
(16:32):
video that is very entertaining,dr squatchy, like you're seeing
more and more brands invest inthat when they do.
But, but surprisingly, thebrands that don't have, you know
, 100, 200, 300, 000 dollars toinvest in that, they're.
They're sticking.
A lot of them aren't stickingto levity, they're not going
down the levity route, they'resticking more to what seems
(16:56):
serious from an ad perspective.
So I don't know, I think it'sinteresting if that is the
direction that our consumerscraving.
When we talk about content in avalue perspective, we always
talk about it in three differentways.
It's like value is eitherinformative here's a recipe,
(17:18):
here's a marketing tip, here's astyle tip Okay, it's
inspirational or it'sentertaining, and you don't see
a lot of people hit theentertaining piece on the ad
side of things as much.
Speaker 1 (17:35):
No, not in a low budget way.
Speaker 2 (17:37):
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Most people are in low budgetwhen it comes to ad creation,
Like most people, I mean.
We know several brands who aremaking 20 plus million are not
investing in high production andnot saying that you necessarily
(18:41):
need to.
Speaker 1 (18:42):
But there's low production ways to be
Entertaining.
Find levity.
Now we had her on.
Who kimberly?
Speaker 2 (18:53):
oh yeah, you just, I think you were thinking that in
your head I was kimberlyo'connell from brixley bags
brixley bags.
Speaker 1 (19:02):
Yes, her entire tiktok is very much on the
lighter, sure things in life.
Speaker 2 (19:11):
It's the real, authentic stuff.
But she is like she goofs withit.
Speaker 1 (19:16):
It's like turtles and yeah it's like okay, yeah, I
guess it's like real, but it'snot yeah she's not like her.
Like because again I don't wantto make a mistake here like
authentic and real doesn't meanlike you're just being
vulnerable all the time.
Speaker 2 (19:29):
No, which is what a lot of a lot of people think it
doesn't mean you need to show.
Speaker 1 (19:35):
Yeah, the sides of your life that the public
shouldn't see well, there's the,there's this, they're not, they
don't deserve to see.
Speaker 2 (19:42):
There's the.
Have you, have you seen theviral girl?
Who's going?
The realtor have you seen this?
no so she's a realtor and she,she's going viral because most
realtor videos you are seeing islike she's one that like dogs
on it, right, yeah, it'll belike a fast movement to a door
(20:04):
and then it's slow and then fastthrough the hallway and then
it's slow and it's showing youknow, and and and.
All it is is like it's a goodsong with script like four
thousand square feet, yeah, sixbedrooms, five bathrooms.
You, you know like it's.
It's like that, which is whatmost people are doing, where
she's getting up in front of thecamera and she's like you know
(20:24):
very dry humor, and she'sstanding in front of a mansion
and she's like I effing haterich people.
Like that's, that's like her,her the hook, and she's like I
could fit five of my houses inthis.
You know, pretentious bitch'shouse or something like that.
That's that's like her, her thehook, and she's like I could
fit five of my houses in this.
You know, pretentious bitch'shouse or something like that.
That's how she's, that's whatshe's doing.
And then the next scene will belike her in a big, like her in
(20:45):
a massive bathtub and she's likewho the heck would need a
bathtub this big?
This is ridiculous, you know.
So she's showing the features,but being very dry, witty and
humorous and and it's exploding.
Now.
I don't know if she's sellinghouses crushing it, but she's
crushing it with views.
Oh, absolutely, which is goingto lead she?
will crush it.
Speaker 1 (21:06):
I'm sure you know I think I brought this up with the
new zealand car dealer well,guess what the reality of her
strategy I gotta her strategy is, if it is working.
Probably one of the brilliantthings about it working
especially if she's sellinghigh-end properties is she's
probably only dealing with thekind of people that she wants to
deal with anyways, because theycan probably take a joke.
(21:29):
So, true, right, she doesn'twant to like, so her client list
is probably people she wants towork with anyways.
So she's probably pre-filteringa lot of people out by being
like that.
Yeah totally that she doesn'twant to deal with, which is also
a brilliant side of it.
That might be an unintendedconsequence of her humor, but
yeah, yeah.
Maybe she discovered thatbefore she started making videos
(21:51):
.
Speaker 2 (21:52):
But again, she's got 289,000 followers On TikTok, 2.9
million likes.
She just took off, yeah, likeher, her views at a minimum.
And this is just a couplescrolls in smallest view I can
see so far 257 000.
Largest I'm seeing is 4.4.
(22:14):
Oh, there's one, 63.
Speaker 1 (22:21):
I mean she's blowing up like crazy because she's just
funny dude.
Yeah, and that's low budget, ohyeah.
Speaker 2 (22:26):
Right, yeah, she's got a tripod and a mic and cap
cut editing, so again going backto like the superman moment.
Speaker 1 (22:37):
Right like I'm not.
If you're a lola blankets, autah brand, you know high-end
yep blankets, probably not foryou, sure, right like this kind
of thing is not for you, but formost brands, like man, it's
just create some levity, createsome fun, make fun of yourself,
(23:01):
make fun of something.
Speaker 2 (23:03):
Well, the reason why it's not a Lola Blankets, let's
kind of and stand out with.
Speaker 1 (23:08):
You can try standing out in your ads first.
I'm not saying like, rebrandeverything, but try to use some
like brighter colors.
Yeah, stand out, brandeverything, sure, but try to use
some like brighter colors.
Stand out right, like thesuperman moment is going to be
interesting to look back on andmaybe it's a total dud, right,
but the colors are vibrant, likeeverything about it sticks out
(23:28):
like superman does not blend inno at all yeah, which is why I
think a lot of people hated him.
Like you're, kind of gravitatedtowards batman in the last
because superman it used to beall about superman and then it
became all about batman yeah,but is that because of
christopher nolan?
well, it started like it starteda little before that with, like
, the tim burton movies, butyeah, but anyways, all I'm
(23:50):
saying is like, try to be alittle more vibrant, try to
bring some more levity to yourmessage, to your, your brand,
and try things out that and wetalk about this every once in a
while you know nothing new.
Like we're not bringing in likea secret here.
Sure, it's just.
Yeah, use the summer to trysome new things.
(24:12):
Like hey, don't take yourselfso serious.
I think the key hey, don't takeyourself so serious.
Speaker 2 (24:15):
I think the key here Don't take your brand so serious
.
I think the key here is likeespecially if you're struggling
and you're not standing out,right, you said, lola Blanket
shouldn't do it necessarily,it's because they've stood out,
they've, they've, they've.
Nobody was in the high fashionblanket business, right, right,
and they turned.
They turned a blanket into highfashion versus like an everyday
need, right.
(24:36):
So that's why they don't needto go down this route, because
they're standing out as somebodywho introduced and paved a new
direction for something.
But if other people come andpave, they're not going to be
able to chase them on it,because then they're just going
to blend in like Lola.
You know they'll blend into aLola Blankets.
In fact, they'll probably helpLola Blankets sell more if they
do it Right.
Speaker 1 (24:55):
You know, I think you might be able to catch the
coattails a little bit.
Speaker 2 (24:58):
Sure.
So the concept here is like, ifyou haven't already found a way
to stand out, then levity is agreat way to do it.
You know colors, you know justdifference, right?
Like if everyone else in yourspace has pastel colors, then
put something bright.
Speaker 1 (25:18):
Like, here's a good idea if you're, if you're a
beverage company, like, whydon't you make videos of all the
taste tests that you hated?
What do you mean?
Like if you make a drink, forexample, and you're bringing in
samples and, like you're tasting, it's like oh, that's terrible,
yeah, of your product, of yourown product yeah, yeah like
you're not sending that out topeople, but it's like you like
(25:39):
going through the like.
That's a little bit of thedocumenting process but to me
it's more of just yeah, think ofthings that you do every day
where you have like.
When I say levity, it's likekind of showing the bad, sure,
but in a light way sure totallyevery day, a business has these
moments of going like, oh, Ihate that a thousand percent, or
what was that about, or whathappened here?
(26:02):
Yeah, try to think of thosemoments and then capture them
and see what happens from an adperspective and a content
perspective.
Speaker 2 (26:09):
Yeah, I like it, yeah .
One final note on this is likepeople struggle so much to let
their ads be different fromtheir you know, if you're not
watching this, I'm usingquotation makes their on
brandness right.
Everyone gets a little bitafraid like, oh well, this isn't
.
You know what our brand lookslike.
You like?
(26:32):
Take it from us as somebody whospent millions and millions of
dollars on ads.
Like your ads don't make upwhat your brand ethos is and and
everyone thinks that it does.
You know and so like.
We have done so many studieswhere we've asked people how
they like, how they remember us,and if they say, oh, an ad
(26:55):
brought me and we will ask themto identify what the ad was and
no one knows, no, it's becausepeople are emotional, yeah,
right, and so, like you're,you're trying to convert their
emotions to you.
Speaker 1 (27:06):
Yeah, one of the easiest ways to convert someone
through emotions is levity, likeyou know.
Humor, yeah, or it's somethingthat's entertaining enough that
they're like oh, I really likethis yeah for sure.
Right, but you're bringing alittle joy.
I mean, at the end of the dayyou're bringing like a little
joy to their life, totally, notmore drudgery, or like more,
(27:26):
yeah, weight yeah so if youbring a little joy to their life
, they're going to be morelikely to buy from you because
that feeling yeah.
Yeah, I agree, happy summereverybody, yeah.
Speaker 2 (27:38):
Don't get too caught up, don't think, don't go firing
your agency.
Don't go firing your mediabuyer, your in-house media buyer
, because things might not beworking great During July.
But fire the people if they'renot doing something different.
Yeah, trying things.
Yeah.
If, like, you're just stuck andlike, yeah, trying things, yeah
if you're just stuck.
New ad angles, new creativeyeah, you need people who are
(27:59):
trying to find ways to stand outrather than blend in or invite
them to try those things.
Yeah, don't fire them yet.
Speaker 1 (28:07):
Maybe they feel like they can't.
Speaker 2 (28:08):
Yeah, that's better.
I'm not saying to fire people.
Speaker 1 (28:13):
Yeah.
Speaker 2 (28:13):
At some point, maybe fire them.
Sometimes it's not a good fit,yeah, but anyways, all right,
guys.
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.
(28:34):
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
Thank you, and we will see younext week.
people are emotional, right, and so, like you're,
(00:03):
you're trying to convert theiremotions to you.
One of the easiest ways toconvert someone through emotions
is levity, like you know, humor, or it's something that's
entertaining enough that they'relike oh, I really like this,
right, but you're bringing alittle joy.
I mean, at the end of the day,you're bringing like a little
joy to their life, not moredrudgery or like more weight.
So if you bring a little joy totheir life, they're going to be
more likely to buy from youbecause that feeling.
Speaker 2 (00:26):
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer Podcast.
With me, as always, is MarkGoldheart.
Mark Goldheart, how are youdoing with your backwards hat
today?
Speaker 1 (00:36):
Oh, it is on backwards.
Huh, you look good.
Speaker 2 (00:39):
Should I go forward?
No, you're, you are Backward,backward.
You are fully gray.
Did you notice that I didn'tbut?
Speaker 1 (00:48):
but it looks good it turned.
Speaker 2 (00:50):
I think it looks fine I pulled out and not like I
think it looks fine, like Ithink you look, I think it looks
good, I think it pulls well.
Personally, oh yeah yeah,little monochromatic.
Speaker 1 (01:00):
Yeah, yeah, cause even this blue doesn't look very
blue, does it?
Speaker 2 (01:03):
yeah it, yes, like a.
Is that blue?
Yeah, is that blue Grayson.
Speaker 1 (01:11):
Yeah, it's blue.
Speaker 2 (01:14):
It's.
Yeah, I could see being like agray blue, because blue blue has
like hints of gray in it.
Speaker 1 (01:18):
Yeah, yeah.
Well, this is for sure.
Blue, though.
No, not like a dark blue, it'sa muted blue you would say I'm
wearing blue pants yesdefinitely say you're wearing
grey pants, this is grey this isblue.
This is grey ish.
(01:40):
There's a little blue in there.
Speaker 2 (01:43):
No, that is grey.
That is called heather grey,yeah, but there's a little blue
in there.
No, that is gray.
Speaker 1 (01:44):
That is called heather gray.
Yeah, but there's a little blueunderneath it.
Speaker 2 (01:49):
Well, I'm wearing black pants.
Oh, those are brown.
Speaker 1 (01:55):
But anyways.
Speaker 2 (01:57):
How was your weekend?
All well.
Speaker 1 (02:01):
It was, it was good, good, very good.
Went to the mountains.
Speaker 2 (02:07):
Nice.
Speaker 1 (02:08):
Forgot my kid's fishing pole so he was pretty
sad.
That's brutal.
Made it up, we watched aSpider-Man movie and had s'mores
Nice.
What can't a Spider-Man movieDepends?
Which Spider-Man movie it wasthe multiverse, one like the
cartoon one they did, which Ithink is like the best
spider-man movie they've evermade the first one, I think, is
(02:31):
yeah, second, one's like alittle too sad, a little too.
What's his name?
Speaker 2 (02:34):
morales, yeah that's by far the best, in my opinion
oh for sure I agree, and thesoundtrack's awesome, like it's
good music too.
Speaker 1 (02:42):
Speaking of animation .
Can can I ask a questionBecause I think we're going
movie theme today.
Speaker 2 (02:47):
Yeah.
Speaker 1 (02:48):
And tying that back into marketing.
Speaker 2 (02:50):
I want to give like a .
I remember we used to do thisand we haven't done it for a
minute.
Can we give like a?
You can ask this question.
Keep the question, by the way,Okay.
Speaker 1 (02:59):
I'll keep the question.
Speaker 2 (03:00):
But tell me if you want that question to lead us
into the actual topic, because Iwould like to give.
Should we like a quick twominute?
Like state of the union, it'ssummer.
What people should be expecting?
Sure, I think that's probably asmart thing to do.
What do you think?
Sure?
So it's summer.
Okay, there's a lot of peoplewho well, in case you guys
(03:21):
didn't know.
Yeah, I mean, this episode isgoing to go live in a week,
which means that today's the15th.
We're neck deep in the summerit's the 22nd.
So if you had a rough early July, really you're up against three
things and maybe even right nowit's still rough for you.
Well, July's always the worstmonth.
Number one.
Speaker 1 (03:41):
Conversion rate-wise.
Speaker 2 (03:46):
Number one you had the fourth of july weekend that
just like led the the week off.
Right, that's always achallenge, it's busy.
Um, unless you were doing likea big fourth of july sale, a lot
of people potentially saw somehurt there also prime days.
Kind of suck some of that upnumber two, don't steal it from
me prime day, which was theeighth, number two through the
11th.
Okay, so you go, you go, which,by the way, they extended it to
(04:08):
four days this year fourth ofjuly weekend into prime day okay
which was two days longer whichis two days longer.
Speaker 1 (04:16):
So that's numero two and numero three, although aov
was down for substantially for aprime day okay and number three
is july is the most travelmonth of all time.
Speaker 2 (04:31):
It's your last month before summer vacation is over.
People are packing and travelright now.
Speaker 1 (04:37):
Um we've said it we said it trips.
Speaker 2 (04:39):
yeah, I mean back to the old.
Also the fact that, like mostbrands I mean I know several of
you who are listening probablyyou know you might sell directly
to men or to teenagers, or, youknow, high school students or
not, high school collegestudents, whatever but the
majority of purchases oftentimescome from moms and women of the
(05:00):
household, women of thehousehold, and so not only do
they have kids and people thewallet rolling all you know,
pestering them constantly.
My wife, for example, is likesaying like hey, like the last,
like six weeks, she's like Ijust live in my car, I'm just
like constantly driving.
So she's never on her phone.
(05:20):
Now, my wife is not a socialmedia person, so, but she is she
is probably the norm for moms.
You got between extracurricularactivities baseball tournament
friends.
Speaker 1 (05:33):
Yeah, swimming party like swim lessons, yeah,
everything everything you know.
Speaker 2 (05:39):
she's like I literally live in my car.
That was why we just bought anew car, Like we rushed to get
her a new car, because she'slike we've been, we've been
looking for a new one.
Speaker 1 (05:46):
She's like sitting in the car.
Speaker 2 (05:47):
She's like trevor, I'm in the car all day.
Speaker 1 (05:49):
We've been looking for, can we?
Speaker 2 (05:50):
like get this, you know, and I'm like, yeah, let's,
let's do it, let's upgrade, so,so that's the state of the
union right now.
Um, with that said, uh,oftentimes what you can do in
July, august, september are whatmake your Q4.
So remember that just as youthink about slowing things down
(06:11):
a little bit.
And also remember that justbecause you slow things down
meaning when I say slow thingsdown, I mean maybe reduce your
ad spend.
Reducing ad spend does notalways equate to better
efficiency, just FYI.
So don't get caught up in that.
Speaker 1 (06:26):
It can well, it usually equates to better
efficiency overall, because ifyou have returning customers,
your overall efficiency is goingto look better yeah, but but
sorry, your your acquisitionefficiency doesn't always get
better.
No, that's what I meant, yeah.
Speaker 2 (06:41):
Yeah, so anything else?
State of the Union Summer Stateof the Union.
Stay cool, stay calm.
No, I think that's about it.
Get ready for back to school.
Okay, all right, ask me yourquestion related to movies.
Okay well summers are alsoknown for movies New movies, you
(07:05):
mean, like releases.
Speaker 1 (07:06):
Last 10 years it's been superhero movies, right.
Also, jurassic World did prettywell in the box office.
So action movies, adventuremovies, right.
It's usually like fun, yeah,fun types of movies, but we just
said that that Spider-Man moviewas the best Spider-Man.
(07:29):
My question with animation islike take the Lion King, the
original Lion King, not theterrible, horrible CGI remake
with Jonathan Taylor Thomas withJTT?
why is it that animation cantell stories that are clearly
(07:50):
not real but feel real, like thestoryline feels real, even
though it's all fake, and it cando it better than a movie
that's trying to show you thingsthat are not real.
Speaker 2 (08:13):
Is that?
I mean maybe one yourexpectations going into a
animation are different than ifyou're going into a real movie
that might be more CGI developed.
Speaker 1 (08:19):
Like Toy Story, for example.
Speaker 2 (08:20):
Yeah, you're looking for that.
Yeah, so I think that's one.
I think number two you have100% control in making the
actors perfect in animationversus or at least the scenes or
whatever.
Yeah, yeah because all you'reall you're worried about is
voice.
You're not worried about theiremotions, you're not worried
about their facial expressions,you're not worried about their.
(08:42):
So maybe that's another reason.
Speaker 1 (08:43):
That could be a reason I don't know I don't know
either exactly, but I wasthinking about it because, lion
king, when you think about theseclassic movies and how like the
new ones don't really and maybethat's just us getting old,
I'll throw that out there but Ithink a lot of it is the
audience's expectations of whatit is sure right, and there's
(09:05):
something called the uncannyvalley, right, which is like the
mind, the subconscious, justlike kind of is grossed out, if
something like feels human butisn't, or like Sure.
Like what's going on.
Yeah, I think trying to makethings too real creates a
distorted perception.
Yeah, I think trying to makethings too real creates a
distorted perception.
Yeah, where, if you justembrace that, it's a cartoon
(09:31):
Right.
Speaker 2 (09:32):
You're embracing that .
None of it is real.
Speaker 1 (09:34):
But then the storylines often hit really hard
, right, Like the Lion Kingstory.
I mean that hits really hardfor a lot of people.
Sure, Like it's not, likepeople left there just being
like oh, that was like a funcartoon, you know, like it was a
very emotional, great cartoonbut like really meaningful for a
lot of people.
Sure In a way that I think likea lot of these like newer CGI
(09:56):
movies are just kind of like,doesn't feel?
Well, oftentimes I also thinkwith CGI dependent upon the
director.
And I'm no movie, yeah, I'm not.
Speaker 2 (10:10):
I'm not the guy to critique movies like.
I'm just not that guy becauseI'm very easily pleased when it
comes to entertainment.
Yeah, I also think that whenyou add CGI to the real
scenarios it is, it canoftentimes be a cop-out like you
can overuse it yeah right, andit becomes a distraction yeah,
(10:33):
so depending on the director youknow.
Speaker 1 (10:34):
anyways, I was just thinking about feelings and the
animation, but superman istrying to reverse course on the
dc universe right now and Ithink this is interesting to
talk about in terms of ads too.
Yeah, the director is known forfun movies like Guardians of
the Galaxy, which was kind of ano-name.
(10:58):
No one knows what that comic isor those characters, no one
even knew who they were 10 yearsago.
Speaker 2 (11:06):
Yeah, but it's become one of the most popular.
Speaker 1 (11:08):
It's like one of the most loved.
It is the most popular.
Speaker 2 (11:10):
I mean we'll have a.
It's one of the few ridesDisney has created a ride around
.
That's right.
Speaker 1 (11:16):
They have their own ride, which?
Speaker 2 (11:17):
tells you something Like there's not a, there's not
a Hulk ride.
Well, I take that back.
There is one, but it's inUniversal pre-Disney owning.
Speaker 1 (11:28):
Okay, so that doesn't count.
Speaker 2 (11:30):
Yeah, but you really only have from a superhero
perspective.
You only have a Spider-Man rideand you have a Guardians ride.
I'm trying to remember inDisney World what you might have
but there's no Captain America.
Speaker 1 (11:50):
There's no Captain America, there's no Hulk,
there's no Thor.
And what made Guardians of theGalaxy different at the time was
it was, uh, it did not takeitself super serious, yeah.
And then they started.
Marvel started doing a lot moremovies that took itself a
little less serious.
Speaker 2 (12:06):
Yeah.
Speaker 1 (12:08):
Like Thor Ragnarok yeah Right, but that was funny.
But Guardians of the Galaxy waskind of like this moment of oh,
it's just fun, yeah, like.
Yes, there's serious tones init and the story has seriousness
in it, but it was just like.
Speaker 2 (12:23):
But it's fun, almost always fun.
No-transcript.
It's fun the entirety, evenwhile there's a wildly intense
scene in Guardians, it's comicrelief.
That is the juxtaposition ofthe entire thing.
From when they're breakingpeople out of jail to fighting a
(12:45):
monster.
There's always something funnyor goofy happening.
Speaker 1 (12:52):
Yes, yeah, and so they take James Gunn and now
he's doing the DC Universe andSuperman's kind of like the
first go at it and it's supposedto be.
I haven't seen it yet and youhaven't either, but I've heard
it's funny, apparently it's fun.
Speaker 2 (13:06):
Yeah, it's really fun , and it's like light, not super
serious in comparison to theirlast, you know, their batman man
of steel.
What else is dc?
Speaker 1 (13:18):
like I don't know justice league and stuff.
Speaker 2 (13:20):
Yeah, I never saw I never saw justice league, um,
but they're all pretty likethere's some comic relief in
some of them.
Yeah, there is.
Speaker 1 (13:28):
but Just like there isn't every, they're just like
more serious, yeah.
And so I guess the question iswith ads, right is it's going
back to?
I think we saw that moment withTikTok, like people were kind
of craving a little more fun, alittle less.
Speaker 2 (13:43):
Well, but explain why they were.
Speaker 1 (13:45):
Well, if you go back to 2010s, yeah, instagram,
facebook, instagram became justso curated and just like so
buttoned up and fake feeling,and influencers were just like
only showing the greatness oftheir lives and everything.
I think tiktok came out and itwas like, well, and you had
covid too, and you had covid, soeveryone was stuck, but tiktok
(14:06):
was already Well, and you hadCOVID too, and you had COVID, so
everyone was stuck.
Speaker 2 (14:09):
But TikTok was already starting to take off
pre-COVID Sure in like 2018,2019,.
Speaker 1 (14:10):
yeah, I think TikTok came around and was like oh, you
can just dance and be a nobody.
Speaker 2 (14:16):
And just be like a real human being or just like
tell stories, yeah yeah, andlike it was fun, it kind of made
it fun again.
Speaker 1 (14:22):
Yeah, yeah, not so like serious and done up and
like fashionista.
Sure, sure, not that that areadoesn't still exist on a TikTok
and an Instagram, but it waskind of this moment of like
levity.
Speaker 2 (14:34):
Yeah.
Speaker 1 (14:35):
After people trying to take things a little too
serious, yeah, and so again, Ithink what happens is brands
sometimes pull the DC move where, like again, there's there's
brands that should be serious.
Yeah, we talked about this, butit's Superman.
A moment.
That's kind of capturing likethe zeit, like the cultural
(14:55):
zeitgeist of like kind of goingback to this fun light, like
even the coloring in it is likelighter.
Yeah, Right, like the, theoutfit of Superman like looks
pretty freaking yellow and red,right and blue yeah like there's
no muted, like it's not a mutedcolor scheme yeah, yeah, like
(15:17):
it's pretty vibrant so is thecoloring, is the, the vibrance
of it, that this is, like the,still the trajectory we're on,
or is it like a last attempt tosee if there's still more to
squeeze out of it?
Speaker 2 (15:36):
sure, yeah, yeah, are we getting out of the?
Because the 2010s were dark,picture perfect.
Yeah, like I always.
I always think of it as likethat, the it's like this pastel
II movement where everything iseverything blends in,
essentially like you're seeingthis interior design.
Speaker 1 (15:58):
A lot of like viral videos are showing people go
green in their house yeah, yeah,yeah, yeah, I don't know, I'm
using like brighter colors orbolder colors or just like
colors in general, not justwhitewash.
Speaker 2 (16:09):
Yeah, it's an interesting concept, you know,
like I think that I mean you'realso starting to see more and
more people sync up with biggerlike production studios that are
doing more entertaining things,things like so the brands that
have money, uh, to put into aharman's brother-esque style
(16:32):
video that is very entertaining,dr squatchy, like you're seeing
more and more brands invest inthat when they do.
But, but surprisingly, thebrands that don't have, you know
, 100, 200, 300, 000 dollars toinvest in that, they're.
They're sticking.
A lot of them aren't stickingto levity, they're not going
down the levity route, they'resticking more to what seems
(16:56):
serious from an ad perspective.
So I don't know, I think it'sinteresting if that is the
direction that our consumerscraving.
When we talk about content in avalue perspective, we always
talk about it in three differentways.
It's like value is eitherinformative here's a recipe,
(17:18):
here's a marketing tip, here's astyle tip Okay, it's
inspirational or it'sentertaining, and you don't see
a lot of people hit theentertaining piece on the ad
side of things as much.
Speaker 1 (17:35):
No, not in a low budget way.
Speaker 2 (17:37):
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Most people are in low budgetwhen it comes to ad creation,
Like most people, I mean.
We know several brands who aremaking 20 plus million are not
investing in high production andnot saying that you necessarily
(18:41):
need to.
Speaker 1 (18:42):
But there's low production ways to be
Entertaining.
Find levity.
Now we had her on.
Who kimberly?
Speaker 2 (18:53):
oh yeah, you just, I think you were thinking that in
your head I was kimberlyo'connell from brixley bags
brixley bags.
Speaker 1 (19:02):
Yes, her entire tiktok is very much on the
lighter, sure things in life.
Speaker 2 (19:11):
It's the real, authentic stuff.
But she is like she goofs withit.
Speaker 1 (19:16):
It's like turtles and yeah it's like okay, yeah, I
guess it's like real, but it'snot yeah she's not like her.
Like because again I don't wantto make a mistake here like
authentic and real doesn't meanlike you're just being
vulnerable all the time.
Speaker 2 (19:29):
No, which is what a lot of a lot of people think it
doesn't mean you need to show.
Speaker 1 (19:35):
Yeah, the sides of your life that the public
shouldn't see well, there's the,there's this, they're not, they
don't deserve to see.
Speaker 2 (19:42):
There's the.
Have you, have you seen theviral girl?
Who's going?
The realtor have you seen this?
no so she's a realtor and she,she's going viral because most
realtor videos you are seeing islike she's one that like dogs
on it, right, yeah, it'll belike a fast movement to a door
(20:04):
and then it's slow and then fastthrough the hallway and then
it's slow and it's showing youknow, and and and.
All it is is like it's a goodsong with script like four
thousand square feet, yeah, sixbedrooms, five bathrooms.
You, you know like it's.
It's like that, which is whatmost people are doing, where
she's getting up in front of thecamera and she's like you know
(20:24):
very dry humor, and she'sstanding in front of a mansion
and she's like I effing haterich people.
Like that's, that's like her,her the hook, and she's like I
could fit five of my houses inthis.
You know, pretentious bitch'shouse or something like that.
That's that's like her, her thehook, and she's like I could
fit five of my houses in this.
You know, pretentious bitch'shouse or something like that.
That's how she's, that's whatshe's doing.
And then the next scene will belike her in a big, like her in
(20:45):
a massive bathtub and she's likewho the heck would need a
bathtub this big?
This is ridiculous, you know.
So she's showing the features,but being very dry, witty and
humorous and and it's exploding.
Now.
I don't know if she's sellinghouses crushing it, but she's
crushing it with views.
Oh, absolutely, which is goingto lead she?
will crush it.
Speaker 1 (21:06):
I'm sure you know I think I brought this up with the
new zealand car dealer well,guess what the reality of her
strategy I gotta her strategy is, if it is working.
Probably one of the brilliantthings about it working
especially if she's sellinghigh-end properties is she's
probably only dealing with thekind of people that she wants to
deal with anyways, because theycan probably take a joke.
(21:29):
So, true, right, she doesn'twant to like, so her client list
is probably people she wants towork with anyways.
So she's probably pre-filteringa lot of people out by being
like that.
Yeah totally that she doesn'twant to deal with, which is also
a brilliant side of it.
That might be an unintendedconsequence of her humor, but
yeah, yeah.
Maybe she discovered thatbefore she started making videos
(21:51):
.
Speaker 2 (21:52):
But again, she's got 289,000 followers On TikTok, 2.9
million likes.
She just took off, yeah, likeher, her views at a minimum.
And this is just a couplescrolls in smallest view I can
see so far 257 000.
Largest I'm seeing is 4.4.
(22:14):
Oh, there's one, 63.
Speaker 1 (22:21):
I mean she's blowing up like crazy because she's just
funny dude.
Yeah, and that's low budget, ohyeah.
Speaker 2 (22:26):
Right, yeah, she's got a tripod and a mic and cap
cut editing, so again going backto like the superman moment.
Speaker 1 (22:37):
Right like I'm not.
If you're a lola blankets, autah brand, you know high-end
yep blankets, probably not foryou, sure, right like this kind
of thing is not for you, but formost brands, like man, it's
just create some levity, createsome fun, make fun of yourself,
(23:01):
make fun of something.
Speaker 2 (23:03):
Well, the reason why it's not a Lola Blankets, let's
kind of and stand out with.
Speaker 1 (23:08):
You can try standing out in your ads first.
I'm not saying like, rebrandeverything, but try to use some
like brighter colors.
Yeah, stand out, brandeverything, sure, but try to use
some like brighter colors.
Stand out right, like thesuperman moment is going to be
interesting to look back on andmaybe it's a total dud, right,
but the colors are vibrant, likeeverything about it sticks out
(23:28):
like superman does not blend inno at all yeah, which is why I
think a lot of people hated him.
Like you're, kind of gravitatedtowards batman in the last
because superman it used to beall about superman and then it
became all about batman yeah,but is that because of
christopher nolan?
well, it started like it starteda little before that with, like
, the tim burton movies, butyeah, but anyways, all I'm
(23:50):
saying is like, try to be alittle more vibrant, try to
bring some more levity to yourmessage, to your, your brand,
and try things out that and wetalk about this every once in a
while you know nothing new.
Like we're not bringing in likea secret here.
Sure, it's just.
Yeah, use the summer to trysome new things.
(24:12):
Like hey, don't take yourselfso serious.
I think the key hey, don't takeyourself so serious.
Speaker 2 (24:15):
I think the key here Don't take your brand so serious
.
I think the key here is likeespecially if you're struggling
and you're not standing out,right, you said, lola Blanket
shouldn't do it necessarily,it's because they've stood out,
they've, they've, they've.
Nobody was in the high fashionblanket business, right, right,
and they turned.
They turned a blanket into highfashion versus like an everyday
need, right.
(24:36):
So that's why they don't needto go down this route, because
they're standing out as somebodywho introduced and paved a new
direction for something.
But if other people come andpave, they're not going to be
able to chase them on it,because then they're just going
to blend in like Lola.
You know they'll blend into aLola Blankets.
In fact, they'll probably helpLola Blankets sell more if they
do it Right.
Speaker 1 (24:55):
You know, I think you might be able to catch the
coattails a little bit.
Speaker 2 (24:58):
Sure.
So the concept here is like, ifyou haven't already found a way
to stand out, then levity is agreat way to do it.
You know colors, you know justdifference, right?
Like if everyone else in yourspace has pastel colors, then
put something bright.
Speaker 1 (25:18):
Like, here's a good idea if you're, if you're a
beverage company, like, whydon't you make videos of all the
taste tests that you hated?
What do you mean?
Like if you make a drink, forexample, and you're bringing in
samples and, like you're tasting, it's like oh, that's terrible,
yeah, of your product, of yourown product yeah, yeah like
you're not sending that out topeople, but it's like you like
(25:39):
going through the like.
That's a little bit of thedocumenting process but to me
it's more of just yeah, think ofthings that you do every day
where you have like.
When I say levity, it's likekind of showing the bad, sure,
but in a light way sure totallyevery day, a business has these
moments of going like, oh, Ihate that a thousand percent, or
what was that about, or whathappened here?
(26:02):
Yeah, try to think of thosemoments and then capture them
and see what happens from an adperspective and a content
perspective.
Speaker 2 (26:09):
Yeah, I like it, yeah .
One final note on this is likepeople struggle so much to let
their ads be different fromtheir you know, if you're not
watching this, I'm usingquotation makes their on
brandness right.
Everyone gets a little bitafraid like, oh well, this isn't
.
You know what our brand lookslike.
You like?
(26:32):
Take it from us as somebody whospent millions and millions of
dollars on ads.
Like your ads don't make upwhat your brand ethos is and and
everyone thinks that it does.
You know and so like.
We have done so many studieswhere we've asked people how
they like, how they remember us,and if they say, oh, an ad
(26:55):
brought me and we will ask themto identify what the ad was and
no one knows, no, it's becausepeople are emotional, yeah,
right, and so, like you're,you're trying to convert their
emotions to you.
Speaker 1 (27:06):
Yeah, one of the easiest ways to convert someone
through emotions is levity, likeyou know.
Humor, yeah, or it's somethingthat's entertaining enough that
they're like oh, I really likethis yeah for sure.
Right, but you're bringing alittle joy.
I mean, at the end of the dayyou're bringing like a little
joy to their life, totally, notmore drudgery, or like more,
(27:26):
yeah, weight yeah so if youbring a little joy to their life
, they're going to be morelikely to buy from you because
that feeling yeah.
Yeah, I agree, happy summereverybody, yeah.
Speaker 2 (27:38):
Don't get too caught up, don't think, don't go firing
your agency.
Don't go firing your mediabuyer, your in-house media buyer
, because things might not beworking great During July.
But fire the people if they'renot doing something different.
Yeah, trying things.
Yeah.
If, like, you're just stuck andlike, yeah, trying things, yeah
if you're just stuck.
New ad angles, new creativeyeah, you need people who are
(27:59):
trying to find ways to stand outrather than blend in or invite
them to try those things.
Yeah, don't fire them yet.
Speaker 1 (28:07):
Maybe they feel like they can't.
Speaker 2 (28:08):
Yeah, that's better.
I'm not saying to fire people.
Speaker 1 (28:13):
Yeah.
Speaker 2 (28:13):
At some point, maybe fire them.
Sometimes it's not a good fit,yeah, but anyways, all right,
guys.
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.
(28:34):
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
Thank you, and we will see younext week.
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