October 7, 2025 • 31 mins
In this episode Trevor and Mark dive into the challenges keeping e-commerce owners and agency leaders up at night. They explore the impact of AI-generated content, shifting social media landscapes, and macroeconomic pressures on consumer spending. The duo discusses strategies for standing out in a crowded market, the importance of consistent customer touchpoints, and why brands must adapt to new efficiency standards. Despite current hurdles, they highlight opportunities for growth and success in the evolving digital marketplace.
Follow us Instagram and TikTok @theunstoppablemarketer for more insights and direct feedback on the podcast.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:00):
The reality is things are going to get harder
before they get easier.
I think these downturns oftenturn into up cycles.
If you can bear the downturnsand you know how to adjust, even
though it hurts, like you willbe able to take advantage of a
rising tide.
SPEAKER_00 (00:14):
Yo, what's going on, everybody?
Welcome to the UnstoppableMarketer podcast.
With me as always, in this newsetting, Smart Goldhart.
SPEAKER_01 (00:24):
I think we need headphones on.
To make it look more legit?
No, I just think the be nice tohear the distance.
There's just a greater distanceand the openness.
SPEAKER_00 (00:38):
Yeah.
I guess I'd have to see it withthem on versus not.
If you're listening and not likeyou don't feel like you're like
you're almost yelling.
We're in a new studio right now.
We're testing out a new studio.
I feel like I'm yelling.
The lovely folks at Film Labhave created a third podcast
studio?
Two and a half?
unknown (00:57):
Yeah, two and a half.
SPEAKER_00 (00:59):
Two and a half.
So many options.
If you're looking forpodcasting, connect with the
film lab.
SPEAKER_01 (01:06):
Because like when you say two and a half baths,
that's like I have two bathroomsand then one poop closet.
SPEAKER_00 (01:11):
Remember the original, remember the original
one we used to record in?
The small one?
Oh yeah.
That's what I'm considering thehalf.
It is a small one.
Is it gone?
Okay.
So only two.
Two, but two great upgradedones.
SPEAKER_01 (01:30):
Film Lab.
Pod studio, volume two.
Yeah.
Um how are you?
SPEAKER_00 (01:41):
Tired.
Okay.
Tired metaphorically?
SPEAKER_01 (01:47):
All of it.
All of it.
I'm tired of all of it.
September was a long month.
Yeah.
SPEAKER_00 (01:54):
September was a heavy month.
I hate meta.
September's been a really heavymonth.
From a business standpoint andfrom a political cultural
standpoint.
Yes, all of it.
Which probably is why September,from a business perspective, was
(02:18):
also a rough month.
unknown (02:20):
Yeah.
SPEAKER_00 (02:21):
It kind of seemed like once Labor Day sales ended,
things were just tough.
SPEAKER_01 (02:29):
Yeah.
Well, yeah.
Right.
For a lot of reasons.
I mean, you have the overallclimate.
Just so you guys know, likeSeptember was not a good month
for a lot of people.
It was hard.
We have seen it recently turnaround.
I mean, when this podcast isreleased, hopefully everything
is totally turned around.
Well, in time for us to run intoOctober where people start to
(02:52):
Yeah, it's gonna get lessefficient in October, but like
October leads into November, youknow, and things get better.
But usually September doesn't godown like it did this year.
Sure.
And so if you experienced arough September, normal.
I don't I don't know if it makesyou feel better, but we're here
(03:13):
to validate you.
SPEAKER_00 (03:14):
It was no, it should.
SPEAKER_01 (03:15):
It was hard for a few reasons.
One, the political climatechanged uh attention, and it is
demonstrable.
Like you can you can see it inin the data, but also behind the
scenes, meta is doing what metadoes and breaking everything in
(03:37):
the ad platform.
So like if you have a mediabuyer or an agency and you saw
weird things in your ads, it'sbecause Meta auto-opted
everybody into new AI uh adsettings.
Yeah, like AI creativeenhancements is what they're
(03:57):
calling them, which is anythingfrom translating your ad into
another language, which that oneseems pretty cool to me.
Sure.
That seems pretty useful.
It has the potential to be cool,depending on but to giving
itself liberty to change the wayyour ad looks, and and so the
(04:18):
the dynamism of it all has justlike you can't tell me that that
did not affect performancebecause I've been long enough,
I've been around long enough toknow that every time Meta does
this and they launch a newfeature, even though technically
that feature shouldn't affectthe delivery, it always affects
(04:38):
the delivery.
Yeah.
So yes, Meta threw us a fastballin the midst of just a rough
month culturally.
SPEAKER_00 (04:52):
So topic today is just like one simple question.
What because things have beenrough, because we're going into
Q4, what is keeping us up ase-commerce owners, as agency
(05:12):
owners?
What's keeping us up right now?
That's what I want to talkabout.
What's right now for you?
What's the number one thingthat's keeping you up at night?
If you wake up at night and youhave to go to the bathroom or
get a drink or something likethat, and you happen to think
about work, what's the thingthat's gonna stop you from
(05:35):
falling back asleep?
Um, there's a few.
If you can't, well, let's talkabout them.
There can be a few.
One is AI slop.
Okay.
SPEAKER_01 (05:47):
What do you mean?
I'm becoming like less sold onthe idea that AGI is going to
happen, and and now it justlooks like all these AI
companies are just turning intoslop machines for AI videos.
And they look pretty good, andlike I think they have a
purpose, but it keeps me up atnight, not so much because it's
going to ruin performance orruin what we do or anything.
(06:13):
I just think it's it's justdepressing.
Like advertisements.
However, you feel about ads,it's like at least like like
they were human.
Like go back to the Super Bowlera of great commercials.
Like it was they were incrediblecommercials because it was like
capturing like humanconnectivity, and and now I
(06:38):
don't know, like the AI slotmachine of content is just
depressing.
SPEAKER_00 (06:43):
Specifically around content, you're saying not
necessarily AI in general.
SPEAKER_01 (06:48):
Yeah, just content.
Yeah, like AI content isdepressing to me.
And I it shouldn't be.
It's gonna help my job.
Like, if if anyone, it's gonnahelp us.
Sure.
But it's depressing, yeah.
To think that, like, am I justgonna get on and just see a
bunch of AI fake videos?
SPEAKER_00 (07:06):
Yeah, it seems like that's just not even fun.
SPEAKER_01 (07:08):
Like it does not interest me as a person.
No, no, but it probably I don'tknow.
I have I want to have greaterfaith in humanity that it
doesn't get traction because Ijust don't want us to just be
living in a fake AI slotmachine.
Well, two tricks.
SPEAKER_00 (07:25):
Two things, two things to me are happening uh at
the same time when it comes tocontent.
And I'm I'm broading it,broadening this outside of just
advertisement.
I'm just saying content ingeneral, things that are gat gra
grabbing our attention.
So whether it's an ad, whetherit's a piece of organic content
politically or whatever, twothings are happening.
(07:47):
I think number one is you arestarting to recognize and see a
lot of the AI stuff the wayyou're talking about, that is
just it's just like rampant.
It's and it's sloppy, and it'syou you need to.
SPEAKER_01 (07:59):
And it keeps me up at night because it's so
consuming.
Like everywhere you turn, it'slike, oh, this new model came
out with this new content.
Look at how great it is.
And then, you know, it's usuallynot half as great as portrayed.
SPEAKER_00 (08:13):
Well, the the second thing that's keeping me up, like
if I'm if I'm kind ofpiggybacking off of the thing
that's keeping you up at night,is COVID introduced the idea
that conspiracy theories um areyou're not a you're not crazy to
believe in conspiracy theories.
(08:34):
The way like in high school, Iremember when I had friends who
would say like we didn't land onthe moon.
I remember being like, you guysare psychopaths.
Like I cannot even believe youheard you saying that in public.
Like I would have never admittedthat.
And since COVID, it is it's okayto believe in the conspiracy
theories and to and to talk anddiscuss that more and more.
(08:58):
The problem though, with thatnow is it seems like everything
can be a conspiracy theory.
So not only are you getting thelike AI, everything is fake, but
now even the real stuff isn't,you don't know if it's true.
SPEAKER_01 (09:16):
And so yeah, it's called what's deep fake.
SPEAKER_00 (09:19):
Yeah, what's keeping well, well, yeah, deep fake AI
stuff, but also I mean justsomebody like getting on by, you
know, for example, if you'retaking the Charlie Kirk stuff,
it's like, you know, there'sthis whole big wing of people
who are like, it was his wifethat did it.
Like she is the one who set itall up.
Oh, and you could and andthere's a policy theory going
on.
And there are t I mean, and andand you you could there's
(09:40):
probably 15 different avenuesabout that, right?
Yeah.
So what's gonna start to happen,it's happening with me right
now, is if you go look at mylike TikTok and Instagram
consumability, if you go look atmy hours, I'm down like 300%.
Because at this point, like Idon't even care or believe
anything that is ever said.
(10:02):
Well that the thing is, and thatfrightens me because I think
attention is going to go off ofthese platforms.
SPEAKER_01 (10:08):
It will, and the only the only uh the only
solution is some kind ofblockchain cryptography network
that can you know everythinggetting posted is or live just
live?
SPEAKER_00 (10:27):
Yeah, like content, I don't know.
Content streamers, I meanstreamers are yeah, does does
the Twitchy streaming thingbecome a much bigger way D2C
companies start to interact?
Like like Cozy Earth is doing, Iknow we talked about these guys
again, they're doing TV show,but they're doing round three,
(10:47):
it starts today.
Like it they just got done withthey're starting a new one
today.
But they just I mean, well, howlong ago was it?
A month, it feels like that theydid that bed rot challenge.
I'm surprised they're doing itthat fast.
Started again today.
SPEAKER_01 (11:03):
Doesn't that seem like a little quick?
It does, but maybe not based offof what we're saying.
I just wonder if like the hypeif you need more hype for it.
Maybe I don't know.
But yeah, I don't know either,honestly.
So But that is yeah, so keepingyou up, I agree with that.
That that can keep you up fortwo reasons is like you need
(11:23):
attention on social platforms ifyou're a small business.
Yeah, how do you market?
So if the attention is not onthe social platforms, how are
you getting it?
Where are you getting people'sattention?
Right?
The beautiful thing, even thoughI I have a love-hate
(11:46):
relationship with social media,the beautiful thing about social
media is it was a uh it was adigital highway, right?
Yep, like that's where peoplewere spending their time and
they're sitting in a carbasically, and like you're the
billboards, like you were ableto and not just like place a
billboard, it's like you wereplacing radio car ads exactly
(12:08):
for the type of person youwanted.
Yeah, well, it's like on thathot interconnected highway,
digital highway, you weretapping into I'm selling clothes
to women, and then it's justlike it just picks out every
woman.
SPEAKER_00 (12:20):
Well, it gave the mom, it gave the stay-at-home
mom of three who had this reallyawesome baby pajama idea that
solves a bunch of problems, theability to launch a business at
little to no cost, you know.
SPEAKER_01 (12:35):
It was a beautiful thing, but now uh the way people
engage on social is different.
We've talked about that.
So, like that's also what keepsme up at night is what as an
agency who helps brands, likeour our whole the reason why we
do what we do is we like to helplittle the little guys win.
Like we like the David vs.
(12:55):
Goliath, like we like we're notdown with big corporations,
yeah.
Like they're fine, like I'm notlike you know, it's not like
this big moral thing, it's justnot exciting to us.
SPEAKER_00 (13:08):
It is 10 times more fun, for example, we helped a
brand that was at like 500k, andthey're gonna do around 10
million this year.
Yeah, 500k 18 months ago, andthey'll do 10 million this year.
Like that's fun.
That's fun because you get toknow these people and you're
like, these are really, reallygood people.
SPEAKER_01 (13:27):
You see people's lives get changed.
SPEAKER_00 (13:28):
Whereas like, you know, on the on the bigger side
of things, when you're workingwith somebody who's at$100
million, you don't always get towork with the people upstairs
who know everything.
Like you you don't get to knowthem the same way.
So that's part of the reasonwhy.
SPEAKER_01 (13:42):
If you grow a company that big by 10, 20
million, you know, like somelives, which I don't know, maybe
they hire more people, but it'snot like not saying that we
don't work with brands likethat, and we don't like to work
with brands like that.
No, I'm talking like big, big,yeah, yeah, 100 million plus.
SPEAKER_00 (13:57):
Like it's just age ones of the world or whatever.
SPEAKER_01 (14:00):
Yeah, like it so we have fun helping little the
little guys win, you know, andand agy one's a little guy,
actually, like compared to othersupplement companies or
whatever.
So we like we like helpinglittle guys and the do it.
So that's what we're excitedabout, and that that's what
drives us.
But um, how is the social medialandscape gonna change?
(14:24):
People's behaviors on thosesocial media landscapes have
changed.
Like people don't go on there toreally connect with friends,
like it was all around friendnetworks before, right?
Yeah, and now it's more ofcommerce.
Well, it's out because it'salgorithmically based, people's
(14:45):
behavior is more around theirinterests, sure, not around
their friends.
SPEAKER_00 (14:52):
Yeah, yeah, for sure.
SPEAKER_01 (14:55):
And that's a big change.
So now that it's and it'sbecoming even more
interest-based, and now withreels and tick tock, that type
of interest-based is justdifferent.
It's just different, so it'sbecoming more of a for lack of a
better term, again, like it'slike a slot machine already, in
(15:16):
a way.
Yeah.
But the AI slot machine too isjust depressing.
It just puts another element ofdepressing element to it where
like it makes me sad.
SPEAKER_00 (15:27):
Yeah, but I but the good news with that, can I say
some good news with that, is Ido think there were a lot of
people out there who were soworried that social media was
gonna essentially become likenon-existent, irrelevant as AI
creeps in.
But I think what's starting tohappen is people are like, I
think where AI is gonna win forpeople like us and brands and
even creators is how it helpsus, maybe um, with the like
(15:53):
smaller little processes ofgetting that content creation
dialed.
So, so for example, um you'restill creating a piece of
content, but rather than uh, youknow, you or your team having to
go in and edit it, AI is editingit the way that you're it's
taking out the spaces, it'staking out the ums, it's taking
out the stuff that you don'tlike.
It's I think that's how AI isgonna really help content
(16:15):
because I think people arestarting to see through the
crap, you know.
Yeah, I hope it, you know, itmight help with some, you know,
I think that there's a place forit with uh you know, website
imagery that like little thingslike that, but I don't think
it's going to sure it's a tooland it's great for what it it
(16:37):
can do, but so I think that'sgood news for a lot of people
who were like, okay, we're outof jobs and yeah.
SPEAKER_01 (16:42):
The flip side is it could make a premium for human
connection, right?
And it probably will.
Yeah.
How do you actually know you'reengaging with a person?
SPEAKER_00 (16:51):
I think another thing that's keeping me up at
night to switch gears has beenthis whole uh like retention
thing that we have discovered,how it's just harder and harder
to get your returning customersto come back, especially going
into Q4.
SPEAKER_01 (17:08):
Yeah, now luckily the iOS update we've been
testing with it.
So if you listen to our lastepisode, if you do send a new
message to somebody, like theywill get a notification.
SPEAKER_00 (17:21):
Okay.
SPEAKER_01 (17:23):
So just keep an eye on those opt-in rates that make
sure they respond.
SPEAKER_00 (17:28):
Because if they respond, then it won't it is
putting them in the overallinbox.
SPEAKER_01 (17:33):
Yeah.
SPEAKER_00 (17:34):
So what we're talking about, just in case you
didn't listen to this, uh thenew what is the iOS, what are
iOS update are we on now?
It's called iOS 26.
Essentially it's a it's treatingyour text messages that messages
you get that you don't know thenumbers or have saved in the
contact as like promotions.
So kind of like how in Gmail youhave your inbox, your
(17:57):
promotions, your social tabs.
That's essentially what'shappening with SMS.
So SMS has unknown and known.
Yeah, has this like really goodchance that your SMS is going to
significantly dip if you cannotget people to save your pro
contact.
SPEAKER_01 (18:18):
Aren't saving your contact or responding.
So like the opt-in is important.
SPEAKER_00 (18:23):
Um that keeps you up at night.
SPEAKER_01 (18:28):
Retention has been dipping, and notoriously we are
telling especially from theemail side.
SPEAKER_00 (18:36):
Yeah, and we've been telling people, hey, you need to
send out more emails.
You know, we always tell peopleyou're sending out potentially
one to four emails a day duringyour sales times.
Um, but like now is that noteven enough because it just
might get put into the wrongfolders.
So I had a really goodconversation with somebody
(18:56):
yesterday about this.
So there's a there's a directmail company called Postpilot.
Um, and they can take all ofyour returning customers and all
of that data.
And we had this interestingconversation where he said, Hey,
you know, five or six years ago,everyone used to knock on social
(19:17):
media followers because youdidn't own that.
SPEAKER_01 (19:19):
Yeah.
SPEAKER_00 (19:20):
Meaning at any given time, Zuckerberg changes an
algorithm and you no longer canreach those hundred thousand
people that follow you, which istrue.
And so there was this big kindof push to start building your
email list, start owning youremail list.
But now it's like, sure, I candeliver to all 100,000 people,
(19:42):
but what is the likelihood thatthat in you know, of those
hundred thousand people, thatthose emails are gonna go into
their actual primary inboxversus their promotions?
So yes, I own those emailaddresses, but do I have the
capabilities to get in front ofthem anymore?
And the answer is not really.
Whereas direct response, director direct mail, there is no
(20:10):
regulation around that.
SPEAKER_01 (20:13):
You know, there's no filtering.
SPEAKER_00 (20:14):
Yeah, like it's not gonna get filtered into like,
hey, post office doesn't look atit and be like, oh, because this
is a they're gonna sift throughtheir mail, like at least you'll
get seen.
Yeah.
So it's gonna get now, it'sdirect mail.
It's you know, people are usedto it.
SPEAKER_01 (20:27):
A lot of people are gonna throw it away, but it's no
different than in an emailinbox.
SPEAKER_00 (20:32):
Yeah.
So we're testing, in fact, somecould say it's much better
because you have to touch it tothrow it away.
Whereas to delete an inbox, allI have to do is click.
I don't even have to open thatemail.
I just click and click the clickdelete.
SPEAKER_01 (20:46):
Yeah.
SPEAKER_00 (20:46):
Whereas I have to touch, physically touch this.
So those are things we'retesting.
SPEAKER_01 (20:51):
Yeah, so there's postpilot, and we've seen good
success from that.
Yep.
Um, but the the retention thingis keeping me up at night.
And then the last thing thatkeeps me up at night is the
macroeconomic environment.
Yeah.
It just uh they're revising jobreports, you know, it and this
(21:15):
has been going on for fiveyears.
Like this isn't like all of thesudden.
It's just I don't think the theeconomy is super great.
I mean, I don't think it hasbeen for four or five years.
And so we do know that the top10% of household income accounts
(21:36):
for 50% of consumer spendingnow.
Which is which is Which is upfrom like almost 40% five years
ago.
Which is crazy.
So what that essentially meansis if you take if you're
advertising to people in thebelow 90% income bracket, or
(22:01):
like below the 10 top 10%, so90% and below would have been
accounting for 50%, right?
Or 60% of it, and then you justgot rid of 10% of 60%.
So that's that's a big chunk.
What is that?
That's like a 25, 20, 20decrease.
(22:21):
Decrease in overall marketshare.
SPEAKER_00 (22:24):
So even yeah, so if your total addressable market is
that so did it go down by eventhough that's your total
addressable market, they're notspending money anymore.
SPEAKER_01 (22:33):
That's a big deal.
It's a huge deal.
A lot bigger than I think itlooks.
Like the graph makes it looklike it's not a big deal, but I
mean, yeah, when you squeezethat much out of it, it's it's
no bueno.
SPEAKER_00 (22:48):
I mean, everything that we are saying right now,
from the AI component to theretention component to the
macroeconomic household spendingcomponent, everything goes back
to what are you doing differentto stand out?
(23:08):
Because that's the only way thatyou can win in everything we're
talking about.
SPEAKER_01 (23:17):
Yeah, stand out and well, it's not just stand out
once, though.
It's stand out and repeat.
Totally, totally, like you haveto get in front of people.
That's why we we're talkingabout things like postpilot.
We're talking about things likehey, how do you just get your
stuff in front of people?
How do you get people toremember who you are, what your
(23:38):
company does?
Like, how do you show them whoyou are multiple times, not just
expecting once to hit?
SPEAKER_00 (23:45):
Yeah, right.
SPEAKER_01 (23:46):
I mean, that just the nature of scrolling has
changed in the last 10 years.
Like people are just trying tofind another quick hit on reels
or TikTok of something.
It's like, how do you changeyour content strategy to match
that kind of behavior, not justthe curated stuff that we used
to think worked back in the feedera?
(24:08):
Right.
Right?
We're now in the reels era,yeah.
SPEAKER_00 (24:11):
Yeah, and if you ask yourself the question, like, you
know, okay, how much time haveyou spent on social media today?
And you're like, okay, I'vespent an hour.
Can you remember anything youwatched?
And most most people's answer isgonna be no, which is maybe like
a meme or like a funny one.
SPEAKER_01 (24:26):
Sure.
SPEAKER_00 (24:26):
Yeah, yeah, for sure.
But but it's not like a oh hey,it's not like a this brand I saw
XYZ.
SPEAKER_01 (24:34):
Yeah, you know, yeah, it's not like a TV show.
Yeah, like you're not watching acohesive story across 30 minutes
to an hour, it's like peoplespend 30 minutes to an hour just
going through the casino ofTikToks.
SPEAKER_00 (24:50):
Yeah.
SPEAKER_01 (24:51):
The reality is things are gonna get harder.
Yeah, they always do before theyget easier, yeah.
And I'm I'm an optimistic personoverall, so I I think these
downturns often turn into upcycles for those who can bear
it.
Yeah, for people who can findbright spots, and the good news
is if you can bear the downturnsand you know how to adjust, then
(25:14):
like even though it hurts, likeyou will be able to take
advantage of a rising tide.
Yeah, but the the tide, I mean,that's just this is just
business.
This is just economics.
Like the tide goes in and out interms of macro, in terms of
trends and technologies.
But how you position yourself totake advantage of the tide when
(25:34):
it's coming back in can set youup to continue, maybe not
growing the same way when thetide goes out, but you won't be
suffering and hurting andscared.
SPEAKER_00 (25:44):
Yeah.
Well, the other thing is theother thing to consider is like
you said, things are gonna getworse before they get better.
And what Mark means by that isfor example, every year, if you
go back and historically look atbrands CAC over Black Friday, it
(26:05):
seems like it gets worse everyyear.
Still is great, right?
Better worse when you'recomparing it to the previous
Black Friday.
Yeah, right?
Yeah, better than what it wasall year, but when you're just
comparing Black Fridays.
So a lot of people seeperformance get worse and they
(26:26):
start to hold back.
Let's spend less money, let'slet's be seen less, is
essentially what you're sayingwhen you're spending less money,
unless you're finding othercreative ways to organically do
it.
And that can be a big problemfor you because what you do now
not only can help you now, butalso helps you six months from
(26:47):
now.
SPEAKER_01 (26:48):
Yeah.
SPEAKER_00 (26:48):
You know, and so if you're feeling like this
situation is bad and you startto lower your touch points, I'm
not gonna say lower spend, we'rejust gonna call it touch points,
it'll negatively affect yourown.
You are going to be much worsesix months from now than you
thought you were today.
SPEAKER_01 (27:06):
Yeah.
SPEAKER_00 (27:07):
Your ROAS might look a little better.
Yeah, your ROAS might lookbetter today, but your company,
your profitability, yourrevenue, your employee
headcount, everything is goingto be down.
So just I think a lot of thereasons why we have we have
(27:30):
discussions like this is becausewe want to give you guys
information.
We have access to severalbrands, and so there's there's
beauty in talking to agencyowners like us because we're not
on an island.
We're seeing what's happeningwith everybody.
So we're seeing what's happeningwith brands who are in this
$500,000 range, we're seeingwhat's happening with brands who
just launched, and we're seeingwhat's happening with brands in
this$50 million range, you know,and everybody is experiencing
(27:55):
efficiency dips.
But the brands that are winningare the ones pressing on and
saying, okay, cool, let's createa new standard.
My CAC used to be 30, now it's39, okay.
Like, how do I adjust?
How do we adjust financially forthis?
SPEAKER_01 (28:12):
Yeah, don't versus the ones who aren't trying to
find a silver bullet.
SPEAKER_00 (28:16):
Yep.
SPEAKER_01 (28:17):
Like there are no silver bullets, so there's no
get rich quick schemes.
It's gonna be harder than youthink.
Yeah, you're gonna need a littleluck sometimes, but there's a
lot of room to grow.
Like we we are seeing it eventhis year.
If you've had a difficult yearthis year, there are brands that
(28:37):
we have seen go from literallyseen brands go from$250,000 a
month to$2.75 million a month.
SPEAKER_00 (28:52):
Totally.
SPEAKER_01 (28:53):
This this year.
SPEAKER_00 (28:54):
Yeah.
SPEAKER_01 (28:56):
Right.
We've we know brands that arehaving their best month ever
last month.
SPEAKER_00 (29:00):
For sure.
Even though their efficiencywasn't, even though their
efficiency wasn't, right?
SPEAKER_01 (29:04):
But they are still crushing.
And so, yes, there's stillmoney, there's still business.
It's just how do you adjust withthe content?
How do you identify yourcustomers?
How do you connect with them ifyou go back to the basics?
SPEAKER_00 (29:18):
And how do you do it different from everyone else?
Consistently different.
I like that you threw that inthere.
Well, sweet.
I like that.
Right, everybody.
SPEAKER_01 (29:26):
Well, good luck with uh we gave you what to do with
Black Friday.
You're coming in on it.
SPEAKER_00 (29:32):
Yeah, if you haven't watched the last episode, go
watch it because we break thatdown.
SPEAKER_01 (29:37):
Yeah.
SPEAKER_00 (29:38):
These are the things keeping us up, but there's
bright spots and ways to get outof it.
SPEAKER_01 (29:44):
There are.
There's always something.
I mean, it's the ad apocalypsewith iOS 14.
There's always somethinghappening.
SPEAKER_00 (29:54):
Right.
Yeah.
SPEAKER_01 (29:55):
So this is this shouldn't this shouldn't be new
to anybody.
Yeah.
Unless you just started.
Then maybe this feels new, butthat was our that was our very
first episode.
Once or twice a year, there'ssome stupid meta issue.
Like it It's just life.
SPEAKER_00 (30:13):
Yeah.
Become an operator.
Get to know your businessbetter.
Understand your numbers.
Love you guys.
Also, if you like this space,let us know.
If you're watching.
Very curious.
Very nice.
Very prestigious.
If we need to have cigars in ourhands.
It's very dapper.
Alright, we'll see you guys nextweek.
(30:35):
Thank you so much for listeningto the Unstoppable Marketer
Podcast.
Please go rate and subscribe thepodcast.
Whether it's good or bad, wewant to hear from you because we
always want to make this podcastbetter.
If you want to get in touch withme or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump on bothInstagram and TikTok.
(30:58):
Thank you, and we will see younext week.
The reality is things are going to get harder
before they get easier.
I think these downturns oftenturn into up cycles.
If you can bear the downturnsand you know how to adjust, even
though it hurts, like you willbe able to take advantage of a
rising tide.
SPEAKER_00 (00:14):
Yo, what's going on, everybody?
Welcome to the UnstoppableMarketer podcast.
With me as always, in this newsetting, Smart Goldhart.
SPEAKER_01 (00:24):
I think we need headphones on.
To make it look more legit?
No, I just think the be nice tohear the distance.
There's just a greater distanceand the openness.
SPEAKER_00 (00:38):
Yeah.
I guess I'd have to see it withthem on versus not.
If you're listening and not likeyou don't feel like you're like
you're almost yelling.
We're in a new studio right now.
We're testing out a new studio.
I feel like I'm yelling.
The lovely folks at Film Labhave created a third podcast
studio?
Two and a half?
unknown (00:57):
Yeah, two and a half.
SPEAKER_00 (00:59):
Two and a half.
So many options.
If you're looking forpodcasting, connect with the
film lab.
SPEAKER_01 (01:06):
Because like when you say two and a half baths,
that's like I have two bathroomsand then one poop closet.
SPEAKER_00 (01:11):
Remember the original, remember the original
one we used to record in?
The small one?
Oh yeah.
That's what I'm considering thehalf.
It is a small one.
Is it gone?
Okay.
So only two.
Two, but two great upgradedones.
SPEAKER_01 (01:30):
Film Lab.
Pod studio, volume two.
Yeah.
Um how are you?
SPEAKER_00 (01:41):
Tired.
Okay.
Tired metaphorically?
SPEAKER_01 (01:47):
All of it.
All of it.
I'm tired of all of it.
September was a long month.
Yeah.
SPEAKER_00 (01:54):
September was a heavy month.
I hate meta.
September's been a really heavymonth.
From a business standpoint andfrom a political cultural
standpoint.
Yes, all of it.
Which probably is why September,from a business perspective, was
(02:18):
also a rough month.
unknown (02:20):
Yeah.
SPEAKER_00 (02:21):
It kind of seemed like once Labor Day sales ended,
things were just tough.
SPEAKER_01 (02:29):
Yeah.
Well, yeah.
Right.
For a lot of reasons.
I mean, you have the overallclimate.
Just so you guys know, likeSeptember was not a good month
for a lot of people.
It was hard.
We have seen it recently turnaround.
I mean, when this podcast isreleased, hopefully everything
is totally turned around.
Well, in time for us to run intoOctober where people start to
(02:52):
Yeah, it's gonna get lessefficient in October, but like
October leads into November, youknow, and things get better.
But usually September doesn't godown like it did this year.
Sure.
And so if you experienced arough September, normal.
I don't I don't know if it makesyou feel better, but we're here
(03:13):
to validate you.
SPEAKER_00 (03:14):
It was no, it should.
SPEAKER_01 (03:15):
It was hard for a few reasons.
One, the political climatechanged uh attention, and it is
demonstrable.
Like you can you can see it inin the data, but also behind the
scenes, meta is doing what metadoes and breaking everything in
(03:37):
the ad platform.
So like if you have a mediabuyer or an agency and you saw
weird things in your ads, it'sbecause Meta auto-opted
everybody into new AI uh adsettings.
Yeah, like AI creativeenhancements is what they're
(03:57):
calling them, which is anythingfrom translating your ad into
another language, which that oneseems pretty cool to me.
Sure.
That seems pretty useful.
It has the potential to be cool,depending on but to giving
itself liberty to change the wayyour ad looks, and and so the
(04:18):
the dynamism of it all has justlike you can't tell me that that
did not affect performancebecause I've been long enough,
I've been around long enough toknow that every time Meta does
this and they launch a newfeature, even though technically
that feature shouldn't affectthe delivery, it always affects
(04:38):
the delivery.
Yeah.
So yes, Meta threw us a fastballin the midst of just a rough
month culturally.
SPEAKER_00 (04:52):
So topic today is just like one simple question.
What because things have beenrough, because we're going into
Q4, what is keeping us up ase-commerce owners, as agency
(05:12):
owners?
What's keeping us up right now?
That's what I want to talkabout.
What's right now for you?
What's the number one thingthat's keeping you up at night?
If you wake up at night and youhave to go to the bathroom or
get a drink or something likethat, and you happen to think
about work, what's the thingthat's gonna stop you from
(05:35):
falling back asleep?
Um, there's a few.
If you can't, well, let's talkabout them.
There can be a few.
One is AI slop.
Okay.
SPEAKER_01 (05:47):
What do you mean?
I'm becoming like less sold onthe idea that AGI is going to
happen, and and now it justlooks like all these AI
companies are just turning intoslop machines for AI videos.
And they look pretty good, andlike I think they have a
purpose, but it keeps me up atnight, not so much because it's
going to ruin performance orruin what we do or anything.
(06:13):
I just think it's it's justdepressing.
Like advertisements.
However, you feel about ads,it's like at least like like
they were human.
Like go back to the Super Bowlera of great commercials.
Like it was they were incrediblecommercials because it was like
capturing like humanconnectivity, and and now I
(06:38):
don't know, like the AI slotmachine of content is just
depressing.
SPEAKER_00 (06:43):
Specifically around content, you're saying not
necessarily AI in general.
SPEAKER_01 (06:48):
Yeah, just content.
Yeah, like AI content isdepressing to me.
And I it shouldn't be.
It's gonna help my job.
Like, if if anyone, it's gonnahelp us.
Sure.
But it's depressing, yeah.
To think that, like, am I justgonna get on and just see a
bunch of AI fake videos?
SPEAKER_00 (07:06):
Yeah, it seems like that's just not even fun.
SPEAKER_01 (07:08):
Like it does not interest me as a person.
No, no, but it probably I don'tknow.
I have I want to have greaterfaith in humanity that it
doesn't get traction because Ijust don't want us to just be
living in a fake AI slotmachine.
Well, two tricks.
SPEAKER_00 (07:25):
Two things, two things to me are happening uh at
the same time when it comes tocontent.
And I'm I'm broading it,broadening this outside of just
advertisement.
I'm just saying content ingeneral, things that are gat gra
grabbing our attention.
So whether it's an ad, whetherit's a piece of organic content
politically or whatever, twothings are happening.
(07:47):
I think number one is you arestarting to recognize and see a
lot of the AI stuff the wayyou're talking about, that is
just it's just like rampant.
It's and it's sloppy, and it'syou you need to.
SPEAKER_01 (07:59):
And it keeps me up at night because it's so
consuming.
Like everywhere you turn, it'slike, oh, this new model came
out with this new content.
Look at how great it is.
And then, you know, it's usuallynot half as great as portrayed.
SPEAKER_00 (08:13):
Well, the the second thing that's keeping me up, like
if I'm if I'm kind ofpiggybacking off of the thing
that's keeping you up at night,is COVID introduced the idea
that conspiracy theories um areyou're not a you're not crazy to
believe in conspiracy theories.
(08:34):
The way like in high school, Iremember when I had friends who
would say like we didn't land onthe moon.
I remember being like, you guysare psychopaths.
Like I cannot even believe youheard you saying that in public.
Like I would have never admittedthat.
And since COVID, it is it's okayto believe in the conspiracy
theories and to and to talk anddiscuss that more and more.
(08:58):
The problem though, with thatnow is it seems like everything
can be a conspiracy theory.
So not only are you getting thelike AI, everything is fake, but
now even the real stuff isn't,you don't know if it's true.
SPEAKER_01 (09:16):
And so yeah, it's called what's deep fake.
SPEAKER_00 (09:19):
Yeah, what's keeping well, well, yeah, deep fake AI
stuff, but also I mean justsomebody like getting on by, you
know, for example, if you'retaking the Charlie Kirk stuff,
it's like, you know, there'sthis whole big wing of people
who are like, it was his wifethat did it.
Like she is the one who set itall up.
Oh, and you could and andthere's a policy theory going
on.
And there are t I mean, and andand you you could there's
(09:40):
probably 15 different avenuesabout that, right?
Yeah.
So what's gonna start to happen,it's happening with me right
now, is if you go look at mylike TikTok and Instagram
consumability, if you go look atmy hours, I'm down like 300%.
Because at this point, like Idon't even care or believe
anything that is ever said.
(10:02):
Well that the thing is, and thatfrightens me because I think
attention is going to go off ofthese platforms.
SPEAKER_01 (10:08):
It will, and the only the only uh the only
solution is some kind ofblockchain cryptography network
that can you know everythinggetting posted is or live just
live?
SPEAKER_00 (10:27):
Yeah, like content, I don't know.
Content streamers, I meanstreamers are yeah, does does
the Twitchy streaming thingbecome a much bigger way D2C
companies start to interact?
Like like Cozy Earth is doing, Iknow we talked about these guys
again, they're doing TV show,but they're doing round three,
(10:47):
it starts today.
Like it they just got done withthey're starting a new one
today.
But they just I mean, well, howlong ago was it?
A month, it feels like that theydid that bed rot challenge.
I'm surprised they're doing itthat fast.
Started again today.
SPEAKER_01 (11:03):
Doesn't that seem like a little quick?
It does, but maybe not based offof what we're saying.
I just wonder if like the hypeif you need more hype for it.
Maybe I don't know.
But yeah, I don't know either,honestly.
So But that is yeah, so keepingyou up, I agree with that.
That that can keep you up fortwo reasons is like you need
(11:23):
attention on social platforms ifyou're a small business.
Yeah, how do you market?
So if the attention is not onthe social platforms, how are
you getting it?
Where are you getting people'sattention?
Right?
The beautiful thing, even thoughI I have a love-hate
(11:46):
relationship with social media,the beautiful thing about social
media is it was a uh it was adigital highway, right?
Yep, like that's where peoplewere spending their time and
they're sitting in a carbasically, and like you're the
billboards, like you were ableto and not just like place a
billboard, it's like you wereplacing radio car ads exactly
(12:08):
for the type of person youwanted.
Yeah, well, it's like on thathot interconnected highway,
digital highway, you weretapping into I'm selling clothes
to women, and then it's justlike it just picks out every
woman.
SPEAKER_00 (12:20):
Well, it gave the mom, it gave the stay-at-home
mom of three who had this reallyawesome baby pajama idea that
solves a bunch of problems, theability to launch a business at
little to no cost, you know.
SPEAKER_01 (12:35):
It was a beautiful thing, but now uh the way people
engage on social is different.
We've talked about that.
So, like that's also what keepsme up at night is what as an
agency who helps brands, likeour our whole the reason why we
do what we do is we like to helplittle the little guys win.
Like we like the David vs.
(12:55):
Goliath, like we like we're notdown with big corporations,
yeah.
Like they're fine, like I'm notlike you know, it's not like
this big moral thing, it's justnot exciting to us.
SPEAKER_00 (13:08):
It is 10 times more fun, for example, we helped a
brand that was at like 500k, andthey're gonna do around 10
million this year.
Yeah, 500k 18 months ago, andthey'll do 10 million this year.
Like that's fun.
That's fun because you get toknow these people and you're
like, these are really, reallygood people.
SPEAKER_01 (13:27):
You see people's lives get changed.
SPEAKER_00 (13:28):
Whereas like, you know, on the on the bigger side
of things, when you're workingwith somebody who's at$100
million, you don't always get towork with the people upstairs
who know everything.
Like you you don't get to knowthem the same way.
So that's part of the reasonwhy.
SPEAKER_01 (13:42):
If you grow a company that big by 10, 20
million, you know, like somelives, which I don't know, maybe
they hire more people, but it'snot like not saying that we
don't work with brands likethat, and we don't like to work
with brands like that.
No, I'm talking like big, big,yeah, yeah, 100 million plus.
SPEAKER_00 (13:57):
Like it's just age ones of the world or whatever.
SPEAKER_01 (14:00):
Yeah, like it so we have fun helping little the
little guys win, you know, andand agy one's a little guy,
actually, like compared to othersupplement companies or
whatever.
So we like we like helpinglittle guys and the do it.
So that's what we're excitedabout, and that that's what
drives us.
But um, how is the social medialandscape gonna change?
(14:24):
People's behaviors on thosesocial media landscapes have
changed.
Like people don't go on there toreally connect with friends,
like it was all around friendnetworks before, right?
Yeah, and now it's more ofcommerce.
Well, it's out because it'salgorithmically based, people's
(14:45):
behavior is more around theirinterests, sure, not around
their friends.
SPEAKER_00 (14:52):
Yeah, yeah, for sure.
SPEAKER_01 (14:55):
And that's a big change.
So now that it's and it'sbecoming even more
interest-based, and now withreels and tick tock, that type
of interest-based is justdifferent.
It's just different, so it'sbecoming more of a for lack of a
better term, again, like it'slike a slot machine already, in
(15:16):
a way.
Yeah.
But the AI slot machine too isjust depressing.
It just puts another element ofdepressing element to it where
like it makes me sad.
SPEAKER_00 (15:27):
Yeah, but I but the good news with that, can I say
some good news with that, is Ido think there were a lot of
people out there who were soworried that social media was
gonna essentially become likenon-existent, irrelevant as AI
creeps in.
But I think what's starting tohappen is people are like, I
think where AI is gonna win forpeople like us and brands and
even creators is how it helpsus, maybe um, with the like
(15:53):
smaller little processes ofgetting that content creation
dialed.
So, so for example, um you'restill creating a piece of
content, but rather than uh, youknow, you or your team having to
go in and edit it, AI is editingit the way that you're it's
taking out the spaces, it'staking out the ums, it's taking
out the stuff that you don'tlike.
It's I think that's how AI isgonna really help content
(16:15):
because I think people arestarting to see through the
crap, you know.
Yeah, I hope it, you know, itmight help with some, you know,
I think that there's a place forit with uh you know, website
imagery that like little thingslike that, but I don't think
it's going to sure it's a tooland it's great for what it it
(16:37):
can do, but so I think that'sgood news for a lot of people
who were like, okay, we're outof jobs and yeah.
SPEAKER_01 (16:42):
The flip side is it could make a premium for human
connection, right?
And it probably will.
Yeah.
How do you actually know you'reengaging with a person?
SPEAKER_00 (16:51):
I think another thing that's keeping me up at
night to switch gears has beenthis whole uh like retention
thing that we have discovered,how it's just harder and harder
to get your returning customersto come back, especially going
into Q4.
SPEAKER_01 (17:08):
Yeah, now luckily the iOS update we've been
testing with it.
So if you listen to our lastepisode, if you do send a new
message to somebody, like theywill get a notification.
SPEAKER_00 (17:21):
Okay.
SPEAKER_01 (17:23):
So just keep an eye on those opt-in rates that make
sure they respond.
SPEAKER_00 (17:28):
Because if they respond, then it won't it is
putting them in the overallinbox.
SPEAKER_01 (17:33):
Yeah.
SPEAKER_00 (17:34):
So what we're talking about, just in case you
didn't listen to this, uh thenew what is the iOS, what are
iOS update are we on now?
It's called iOS 26.
Essentially it's a it's treatingyour text messages that messages
you get that you don't know thenumbers or have saved in the
contact as like promotions.
So kind of like how in Gmail youhave your inbox, your
(17:57):
promotions, your social tabs.
That's essentially what'shappening with SMS.
So SMS has unknown and known.
Yeah, has this like really goodchance that your SMS is going to
significantly dip if you cannotget people to save your pro
contact.
SPEAKER_01 (18:18):
Aren't saving your contact or responding.
So like the opt-in is important.
SPEAKER_00 (18:23):
Um that keeps you up at night.
SPEAKER_01 (18:28):
Retention has been dipping, and notoriously we are
telling especially from theemail side.
SPEAKER_00 (18:36):
Yeah, and we've been telling people, hey, you need to
send out more emails.
You know, we always tell peopleyou're sending out potentially
one to four emails a day duringyour sales times.
Um, but like now is that noteven enough because it just
might get put into the wrongfolders.
So I had a really goodconversation with somebody
(18:56):
yesterday about this.
So there's a there's a directmail company called Postpilot.
Um, and they can take all ofyour returning customers and all
of that data.
And we had this interestingconversation where he said, Hey,
you know, five or six years ago,everyone used to knock on social
(19:17):
media followers because youdidn't own that.
SPEAKER_01 (19:19):
Yeah.
SPEAKER_00 (19:20):
Meaning at any given time, Zuckerberg changes an
algorithm and you no longer canreach those hundred thousand
people that follow you, which istrue.
And so there was this big kindof push to start building your
email list, start owning youremail list.
But now it's like, sure, I candeliver to all 100,000 people,
(19:42):
but what is the likelihood thatthat in you know, of those
hundred thousand people, thatthose emails are gonna go into
their actual primary inboxversus their promotions?
So yes, I own those emailaddresses, but do I have the
capabilities to get in front ofthem anymore?
And the answer is not really.
Whereas direct response, director direct mail, there is no
(20:10):
regulation around that.
SPEAKER_01 (20:13):
You know, there's no filtering.
SPEAKER_00 (20:14):
Yeah, like it's not gonna get filtered into like,
hey, post office doesn't look atit and be like, oh, because this
is a they're gonna sift throughtheir mail, like at least you'll
get seen.
Yeah.
So it's gonna get now, it'sdirect mail.
It's you know, people are usedto it.
SPEAKER_01 (20:27):
A lot of people are gonna throw it away, but it's no
different than in an emailinbox.
SPEAKER_00 (20:32):
Yeah.
So we're testing, in fact, somecould say it's much better
because you have to touch it tothrow it away.
Whereas to delete an inbox, allI have to do is click.
I don't even have to open thatemail.
I just click and click the clickdelete.
SPEAKER_01 (20:46):
Yeah.
SPEAKER_00 (20:46):
Whereas I have to touch, physically touch this.
So those are things we'retesting.
SPEAKER_01 (20:51):
Yeah, so there's postpilot, and we've seen good
success from that.
Yep.
Um, but the the retention thingis keeping me up at night.
And then the last thing thatkeeps me up at night is the
macroeconomic environment.
Yeah.
It just uh they're revising jobreports, you know, it and this
(21:15):
has been going on for fiveyears.
Like this isn't like all of thesudden.
It's just I don't think the theeconomy is super great.
I mean, I don't think it hasbeen for four or five years.
And so we do know that the top10% of household income accounts
(21:36):
for 50% of consumer spendingnow.
Which is which is Which is upfrom like almost 40% five years
ago.
Which is crazy.
So what that essentially meansis if you take if you're
advertising to people in thebelow 90% income bracket, or
(22:01):
like below the 10 top 10%, so90% and below would have been
accounting for 50%, right?
Or 60% of it, and then you justgot rid of 10% of 60%.
So that's that's a big chunk.
What is that?
That's like a 25, 20, 20decrease.
(22:21):
Decrease in overall marketshare.
SPEAKER_00 (22:24):
So even yeah, so if your total addressable market is
that so did it go down by eventhough that's your total
addressable market, they're notspending money anymore.
SPEAKER_01 (22:33):
That's a big deal.
It's a huge deal.
A lot bigger than I think itlooks.
Like the graph makes it looklike it's not a big deal, but I
mean, yeah, when you squeezethat much out of it, it's it's
no bueno.
SPEAKER_00 (22:48):
I mean, everything that we are saying right now,
from the AI component to theretention component to the
macroeconomic household spendingcomponent, everything goes back
to what are you doing differentto stand out?
(23:08):
Because that's the only way thatyou can win in everything we're
talking about.
SPEAKER_01 (23:17):
Yeah, stand out and well, it's not just stand out
once, though.
It's stand out and repeat.
Totally, totally, like you haveto get in front of people.
That's why we we're talkingabout things like postpilot.
We're talking about things likehey, how do you just get your
stuff in front of people?
How do you get people toremember who you are, what your
(23:38):
company does?
Like, how do you show them whoyou are multiple times, not just
expecting once to hit?
SPEAKER_00 (23:45):
Yeah, right.
SPEAKER_01 (23:46):
I mean, that just the nature of scrolling has
changed in the last 10 years.
Like people are just trying tofind another quick hit on reels
or TikTok of something.
It's like, how do you changeyour content strategy to match
that kind of behavior, not justthe curated stuff that we used
to think worked back in the feedera?
(24:08):
Right.
Right?
We're now in the reels era,yeah.
SPEAKER_00 (24:11):
Yeah, and if you ask yourself the question, like, you
know, okay, how much time haveyou spent on social media today?
And you're like, okay, I'vespent an hour.
Can you remember anything youwatched?
And most most people's answer isgonna be no, which is maybe like
a meme or like a funny one.
SPEAKER_01 (24:26):
Sure.
SPEAKER_00 (24:26):
Yeah, yeah, for sure.
But but it's not like a oh hey,it's not like a this brand I saw
XYZ.
SPEAKER_01 (24:34):
Yeah, you know, yeah, it's not like a TV show.
Yeah, like you're not watching acohesive story across 30 minutes
to an hour, it's like peoplespend 30 minutes to an hour just
going through the casino ofTikToks.
SPEAKER_00 (24:50):
Yeah.
SPEAKER_01 (24:51):
The reality is things are gonna get harder.
Yeah, they always do before theyget easier, yeah.
And I'm I'm an optimistic personoverall, so I I think these
downturns often turn into upcycles for those who can bear
it.
Yeah, for people who can findbright spots, and the good news
is if you can bear the downturnsand you know how to adjust, then
(25:14):
like even though it hurts, likeyou will be able to take
advantage of a rising tide.
Yeah, but the the tide, I mean,that's just this is just
business.
This is just economics.
Like the tide goes in and out interms of macro, in terms of
trends and technologies.
But how you position yourself totake advantage of the tide when
(25:34):
it's coming back in can set youup to continue, maybe not
growing the same way when thetide goes out, but you won't be
suffering and hurting andscared.
SPEAKER_00 (25:44):
Yeah.
Well, the other thing is theother thing to consider is like
you said, things are gonna getworse before they get better.
And what Mark means by that isfor example, every year, if you
go back and historically look atbrands CAC over Black Friday, it
(26:05):
seems like it gets worse everyyear.
Still is great, right?
Better worse when you'recomparing it to the previous
Black Friday.
Yeah, right?
Yeah, better than what it wasall year, but when you're just
comparing Black Fridays.
So a lot of people seeperformance get worse and they
(26:26):
start to hold back.
Let's spend less money, let'slet's be seen less, is
essentially what you're sayingwhen you're spending less money,
unless you're finding othercreative ways to organically do
it.
And that can be a big problemfor you because what you do now
not only can help you now, butalso helps you six months from
(26:47):
now.
SPEAKER_01 (26:48):
Yeah.
SPEAKER_00 (26:48):
You know, and so if you're feeling like this
situation is bad and you startto lower your touch points, I'm
not gonna say lower spend, we'rejust gonna call it touch points,
it'll negatively affect yourown.
You are going to be much worsesix months from now than you
thought you were today.
SPEAKER_01 (27:06):
Yeah.
SPEAKER_00 (27:07):
Your ROAS might look a little better.
Yeah, your ROAS might lookbetter today, but your company,
your profitability, yourrevenue, your employee
headcount, everything is goingto be down.
So just I think a lot of thereasons why we have we have
(27:30):
discussions like this is becausewe want to give you guys
information.
We have access to severalbrands, and so there's there's
beauty in talking to agencyowners like us because we're not
on an island.
We're seeing what's happeningwith everybody.
So we're seeing what's happeningwith brands who are in this
$500,000 range, we're seeingwhat's happening with brands who
just launched, and we're seeingwhat's happening with brands in
this$50 million range, you know,and everybody is experiencing
(27:55):
efficiency dips.
But the brands that are winningare the ones pressing on and
saying, okay, cool, let's createa new standard.
My CAC used to be 30, now it's39, okay.
Like, how do I adjust?
How do we adjust financially forthis?
SPEAKER_01 (28:12):
Yeah, don't versus the ones who aren't trying to
find a silver bullet.
SPEAKER_00 (28:16):
Yep.
SPEAKER_01 (28:17):
Like there are no silver bullets, so there's no
get rich quick schemes.
It's gonna be harder than youthink.
Yeah, you're gonna need a littleluck sometimes, but there's a
lot of room to grow.
Like we we are seeing it eventhis year.
If you've had a difficult yearthis year, there are brands that
(28:37):
we have seen go from literallyseen brands go from$250,000 a
month to$2.75 million a month.
SPEAKER_00 (28:52):
Totally.
SPEAKER_01 (28:53):
This this year.
SPEAKER_00 (28:54):
Yeah.
SPEAKER_01 (28:56):
Right.
We've we know brands that arehaving their best month ever
last month.
SPEAKER_00 (29:00):
For sure.
Even though their efficiencywasn't, even though their
efficiency wasn't, right?
SPEAKER_01 (29:04):
But they are still crushing.
And so, yes, there's stillmoney, there's still business.
It's just how do you adjust withthe content?
How do you identify yourcustomers?
How do you connect with them ifyou go back to the basics?
SPEAKER_00 (29:18):
And how do you do it different from everyone else?
Consistently different.
I like that you threw that inthere.
Well, sweet.
I like that.
Right, everybody.
SPEAKER_01 (29:26):
Well, good luck with uh we gave you what to do with
Black Friday.
You're coming in on it.
SPEAKER_00 (29:32):
Yeah, if you haven't watched the last episode, go
watch it because we break thatdown.
SPEAKER_01 (29:37):
Yeah.
SPEAKER_00 (29:38):
These are the things keeping us up, but there's
bright spots and ways to get outof it.
SPEAKER_01 (29:44):
There are.
There's always something.
I mean, it's the ad apocalypsewith iOS 14.
There's always somethinghappening.
SPEAKER_00 (29:54):
Right.
Yeah.
SPEAKER_01 (29:55):
So this is this shouldn't this shouldn't be new
to anybody.
Yeah.
Unless you just started.
Then maybe this feels new, butthat was our that was our very
first episode.
Once or twice a year, there'ssome stupid meta issue.
Like it It's just life.
SPEAKER_00 (30:13):
Yeah.
Become an operator.
Get to know your businessbetter.
Understand your numbers.
Love you guys.
Also, if you like this space,let us know.
If you're watching.
Very curious.
Very nice.
Very prestigious.
If we need to have cigars in ourhands.
It's very dapper.
Alright, we'll see you guys nextweek.
(30:35):
Thank you so much for listeningto the Unstoppable Marketer
Podcast.
Please go rate and subscribe thepodcast.
Whether it's good or bad, wewant to hear from you because we
always want to make this podcastbetter.
If you want to get in touch withme or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump on bothInstagram and TikTok.
(30:58):
Thank you, and we will see younext week.
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