Why has it been so hard for brands to create winning content in the last few years?
Trevor and Mark dive into why brands struggle to create better content that is centered around storytelling.
They talk about brands that are doing this right and they give examples of how to succeed with story telling.
Listen as they talk about some of the great directors and how they tell great stories and how brands can learn from their success...
This is not an episode you will want to miss!
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
Why has it been so hard for brands to create winning content in the last few years?
Trevor and Mark dive into why brands struggle to create better content that is centered around storytelling.
They talk about brands that are doing this right and they give examples of how to succeed with story telling.
Listen as they talk about some of the great directors and how they tell great stories and how brands can learn from their success...
This is not an episode you will want to miss!
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
So I have a tattoo. This is TMI ish, but I have a tattoo of my mother's name on my behind and I got it when I was 18 years old and I had to go through four tattoo artists to get it, because they don't tattoo women's names. They don't like to tattoo women's names because the likelihood of you divorcing, breaking up, is so high and and none of them believe that it was my mom they were. They thought that I was just saying that Because they wanted me to use them. And finally I'm like no, like how can I prove this? You know? And One guy just like what?
Speaker 1:Like the guy at the like last parlor that I was at, he was like no, I'm not doing it. He's like the fact that it's a woman's name and it's your butt and I have to touch your butt, I'm not interested in doing it. And then this like really edgy dude with like Super long hair and just looked like kind of like Rob zombie walked through and I'm like would you do it? And he's like it's a woman's name and I'm like it's my mom's name, I promise you, and I had all my friends with me. And he's like yeah, do it, you know. He's like normally I charge you 50 bucks, but I'm gonna charge you like 125 because I have to touch your ah. And I was like, okay, done, no, I did it. I just did it. It's because what I wanted to do in life, you know what?
Speaker 1:though you let another man touch your butt once a year I Get a random text message from somebody that I haven't heard from or talked to in years, saying I heard something about you today and I know instantaneously exactly what it is. And then I'll say who is this? And I'm like, oh, this is Chris from high school 15 years ago.
Speaker 2:That's so funny.
Speaker 1:They just happens once a year, like clockwork.
Speaker 2:Oh. Yeah funny that your butt would come in that many come up in that many conversations I.
Speaker 1:Also had a mission companion who called me one time at like. One time after. He's like hey, I just got my mom's name tattooed on my butt. So I sparked yeah, I sparked a revolution and my mom loves it. So like.
Speaker 2:It's one of those like secret hates, love hates. I.
Speaker 1:Showed like I got. I showed it to her and and she started like crying because she just felt so special.
Speaker 2:Oh, Really she like liked it.
Speaker 1:She was like I hate that you did that, but that just makes me feel so special that you would, you would do something like that for me. So, yo, what's going on? Everybody? Welcome to the unstoppable marketer podcast. With me, as always, is my lovely, trusting co-host, mark gold hire. Trusting, yeah, I trust you. Thanks. Trust you. Yeah, I trust you with. I trust you with my bank account.
Speaker 2:I was gonna say I try. Yeah, we trust each other. Yeah so that's a lot of trust. Yeah, maybe the highest degree of trust.
Speaker 1:Yeah, I would probably say next to there's married couples.
Speaker 2:My spouse shared account. You know that.
Speaker 1:I'd probably say that next to my spouse You're probably, you're probably up there. Yeah, I mean, I probably have to put like my dad and my mom like in there, because they're my dad Outside of immediate family. Yeah, I'd agree probably Trust number one.
Speaker 2:Yeah, you'd have to, though, with a business partner. If you don't have that level of trust, things get.
Speaker 1:It's scary.
Speaker 2:I just gleeped, did you? Yeah, what are we in? Like eighth grade watch. Who gleeks oh?
Speaker 1:Wow, congratulations.
Speaker 2:I remember my brother coming home when I was little I think I was maybe six he's four years older than me when he learned about gleeking and he thought it was so funny. He kept gleeking on me. He's like 10. Hey, did it.
Speaker 1:Yeah, I used to sit in church and I would glee come the people in front of me, until they're like shirt was wet as a kid here.
Speaker 2:Let me show you my boots not spitting and glee come my face. What are we watching you? Is that a bubble?
Speaker 1:Did you see that? Oh, but the first time it worked, yeah, but like when, when you're spit, when you're saliva, is a certain Texture like I can get that, like like I can get that thing to blow two, three feet, why, I learned how to do it in high school. Why. I don't know, I'm really talented.
Speaker 2:You have to have a with my mouth you have to have a certain kind of saliva.
Speaker 1:Yeah, it's got to be like a little bit more of that, like you need a certain pH level or what? Yeah, like if you know when you're, saliva gets a little stickier, like maybe when you're a little more parched Like you're not, you're not so parched at, your mouth is dry.
Speaker 2:Okay, so you're not so so far at a cotton mouth. No, no, yeah, yeah, you're like it's not.
Speaker 1:Like you just ran a marathon to have a drink. Okay, it's like you just you just woke up you know Like okay, yeah that's what you?
Speaker 2:that's the yeah.
Speaker 1:And I guess I am right now because I did it. I was gonna say you just did it, I did it so Wow, that's very impressive. Yeah, I'm very impressive. Hey, well done. Thank you, how are you?
Speaker 2:good tired. We have a baby and she's teething, so ouch, how old is she now? Man, little Anna is turning One years old in a month and a half month and a half that's so crazy.
Speaker 1:Oh yeah, cuz you had your, she had her. April 27 similar time Nick had his that's right. Yeah, his was like mid-may, I think yeah, her, his, so April 27th nice and I will be one.
Speaker 2:That's exciting and she's walking.
Speaker 1:She is walking, just waltz in her no. I mean when I say walking, she is not just like grabbing on to stuff and able, yeah, yeah yeah, but she's taking like she can do, like 10, 12 steps. Are you in that? So you're not quite in that stage where I feel like you are always hunched over holding her so she can walk, because she always wants to walk where your boys like that ever.
Speaker 2:Yeah, they were, but we kind of Maybe this is messed up I just kind of didn't oblige. If I was sitting on the ground with them, yeah, I would oblige, but after that it was like you just got to learn how to do it, man.
Speaker 1:I did that with all my kids and that was like the worst stage. It's only like a couple weeks, but I just like my back. You're always so sore cuz you're hunched over, just like holding their little hand Okay.
Speaker 2:I'll help you along. Yeah, I bet my wife's better at it than me. Maybe she's.
Speaker 1:Maybe she does that she probably is, I would assume. Yeah she seems like.
Speaker 2:I'm like you gotta, you gotta, learn how to walk. You're gonna walk, yeah, I. Like that just got to go for it fall down get up.
Speaker 1:So have you seen, mrs? I'm just flipping, flipping subjects here. Have you heard? There's this girl who's gone completely viral on tiktok. Abby, you've probably heard of this. I don't think mark has cuz. Mark is just not as actively on tiktok as do.
Speaker 2:I want to hear about this.
Speaker 1:Yeah, yeah, I don't think it's like it's like a lose faith in humanity. No, no, no, I mean.
Speaker 2:This faith in a generation.
Speaker 1:No, no. So there's this girl. Her name is Risa Tisa and she is Telling stories. She's cat, I mean, she's captivated Like the world. Right now she is telling stories about how her husband, her ex-husband, was a pathological liar and how she didn't know, and she's like telling these have you seen this girl? Oh, so she's. She's recounting, yeah, so look, watch this hindsight 2020.
Speaker 2:This is how you know someone's a pathological liar. Yeah she's doing.
Speaker 1:So anyway she, she gives like the details of her marriage and then starts talking about these things that she had no idea. You know From phones he had. But like her minute, her videos are this like this first video nine minutes and 50 seconds. 10 minute video.
Speaker 1:Yeah and look how many likes it has, as 878 thousand likes. That's not views, that's likes 30,000 comments, 90,000 shares, 100 plus thousand saves, you know. So her videos, like that video alone got 13 million views. But her videos are getting 13 million, 5 million, 7 million, 14 and a half million. Like her video. There's no video of her talking about the things that her husband did. That is less than a minute. They're all like 10 minutes and they all have over a million views and some upwards, like I said, to 14 million, like average, average or like these are goodness.
Speaker 2:How many stories does she have?
Speaker 1:but she? I mean a Lot dude, but this is how she blew up. She just blew up, started to talk about her husband. This one has 15.3, 39.6 million views, so she's captivated the audience, and the reason why I'm bringing this up is you and me talk about this all the time. What about?
Speaker 2:what does she say? Like, what are these stories Just so? She's just talking about like burner accounts.
Speaker 1:Yeah, like phone account, different things. I mean I have not watched all of her stuff. The purpose of me bringing this woman up is it's shout out to a. Risa Tisa.
Speaker 2:Risa Tisa.
Speaker 1:At Risa. Tisa Sounds like a saint of a woman with a douchebag ex-husband.
Speaker 2:I'm glad she's not with them anymore.
Speaker 1:Yeah, so the reason why I bring Risa Tisa up is it just goes back to what you and me have talked. We chat about this all the time, which is the content that consumers want to consume. Consume is stories. They're stories Like she's captivated millions upon millions, upon millions of people Like one of those videos was like 37 million or something like that In just telling stories about what her ex-husband did. So these people have no affiliation with her. Right, no one knows who this woman is. She's a nobody. She's now somebody, but it's just because she's just telling stories. And I still just don't quite understand why brands can't commit to this. Why are we still so stuck in showing, creating content around my joggers, a jogger pant.
Speaker 2:And shoes.
Speaker 1:Yeah, I think big or a hat.
Speaker 2:Well, Dune 2 came out and it's setting records.
Speaker 1:Yeah, oh yeah.
Speaker 2:I mean it's not literally setting records, but it's the biggest movie since, like the Barbenheimer craze- yeah. And I think big theme online is oh, people actually do have an appetite for long movies. I mean, it's two hours 45 minutes. Have you seen it?
Speaker 1:I haven't have you, I have. You ain't got a son. Was it awesome? I've heard it's like one of the best movies ever made. My hot take is no Okay, it's great, I don't think that's a hot take, because you're saying it's still good, it's great.
Speaker 2:Yeah, but like when people say it's the greatest movie ever, I'm like maybe I don't know I'll go see it again. Did you see Oppenheimer, I haven't yet, I haven't yet, but you know in defense in defense of people's hot takes about it being great, I was sitting next to somebody and I could hear them breathe.
Speaker 1:She's a lot like a loud mouth the whole time.
Speaker 2:Yeah, I, I almost Lost my mind. I almost got up and just like moved, but this is the one movie time that my wife wanted to go to and she could make, so I wasn't gonna ruin it for her and Like be like, hey, I can hear this guy breathing next to me. I have to switch you, we, we got, we've got to go to a different spot in this theater. I'm gonna lose my mind because every quiet scene it was like Go home, but anyways, but who's?
Speaker 2:that might have ruined. That might have ruined my experience slightly, but yeah, it was great. I haven't seen it so long movie. People are loving it. People are Absolutely loving it.
Speaker 1:Yeah. I mean, apparently people are going seeing it like three times, that's what I've heard, yeah, so because I can't tell, like there's a huge movement of people talking about it on tiktok and I can't tell if that was a, if this is like kind of somewhat of a paid-ish movement or if it's very organic.
Speaker 2:No, I think it's organic because, again, going back to storytelling, I Don't know how to say his name. I know it's Danny vision. No Eva, is it no Eva? And no way they. I don't know, because they think he's Portuguese.
Speaker 1:I'm not the right guy to ask that question to.
Speaker 2:Villanueva or something. Sorry, I'm butchering his name, but If you've seen any of his movies literally you can go back he, this guy does not miss. I mean, because we talked about Nolan being a great director, well, this guy also is just like. He's so phenomenal at what he does, not only Because he tells, he tells stories so visually and emotionally and there's a lot you know. He talks about how he wants to make a movie with no dialogue. Mm-hmm.
Speaker 2:But you don't realize there's no dialogue because you're so absorbed into the actual story. Yeah, yeah, and but do this guy doesn't miss like he did. A rival, did you ever see a rival?
Speaker 1:No space movies.
Speaker 2:You never saw a rival. I didn't get it's. It's a phenomenal movie. You have to see it. I just call. I hate did you not see Blade Runner 2049.
Speaker 1:I don't think so.
Speaker 2:Oh, it's not no arrival is on earth but is it have to do with? Yes, okay, yeah, okay. Funny story when we went to see that with my I went. I took my wife at the time.
Speaker 1:I said we're gonna go see it at the time she's not your wife anymore at the time.
Speaker 2:No Split, I got back together the whole shebang me. I told her we're gonna go see the alien movie and in her mind she was thinking alien series, the alien franchise, oh yeah, and the whole time she was waiting for the alien to show up. She says this does not feel like an alien movie and it didn't click till the. You actually see the aliens, but anyways okay, I always find it funny, maybe she thought we went to go see the alien movie.
Speaker 1:Yes, there's just something weird about space movies. It just gave me like anxiety, like a lot of people like interstellar and that movie just you don't like interstellar. I mean I think that it was probably a great movie, but I've never seen it again.
Speaker 2:I don't know, there's just like.
Speaker 1:Apollo 13. I hate. I just do not like space movies.
Speaker 2:Do you not like thinking about the edge of space?
Speaker 1:I don't know what it is. To be honest, I have not like broken that down. There's, yeah, I don't know, there's, I don't know what it is. There's just, there's all. It's just it's high stress. Every space movie, nothing goes right. I hate that's probably maybe more what it is. I don't like movies where everything goes wrong, so like it's not just space movies but like meet the parents, that kind of movie.
Speaker 1:Like I hate that movie because you know everything everything he does goes wrong and I'm like this is no one's life is like this.
Speaker 2:There's got there like Do you like the secret life of Walter Middy?
Speaker 1:Yeah, but that's not like I don't mind that movie, but that's not like everything goes wrong. I'm not a I'm not a not a Ben Stiller fan. I'm a fan, I'm not a fan of. Tropic Thunder every single thing.
Speaker 2:You just name all the best you know I Think going back to that is yet we talked about this on a podcast before is that sometimes people overthink. Actually, I've been thinking about this. I've been thinking about overthinking nice, funny enough, I I truly believe that Mankind's greatest gift is overthinking something and turning a really simple solution into a complex labyrinth of processes do you mean?
Speaker 1:do you did you mean to say greatest gift?
Speaker 2:Yeah, I, you know like sarcastically.
Speaker 1:Oh, got it, got it.
Speaker 2:Got it because we as businesses and, as you know, we go to school and you learn all these things and you learn that there's the right way to do everything Apparently, and then you go out in the workforce. So you start a business and you try to follow all of these templates, only to discover that those templates don't really exist. You know, they're good starting point sometimes, but the, the actual application of knowledge is not a template. Yeah, it's something that you have to learn and feel out and figure out what works best for you.
Speaker 2:Yeah but storytelling is just sitting around a fire and telling a story and that's what she's doing. Yeah, she's not a Paid social influencer. She's not this big director and maybe she, maybe she has a career in storytelling, I don't know, maybe she does but I don't know what her judging by those videos, I I'm imagining she's just a regular person that's telling a good, interesting story. I shouldn't say good story, not good for her sure but she's telling it in a way story yeah that's interesting and it's captivating people because it's personal.
Speaker 2:Yeah, so it's a personal, connected story and everyone can connect with that, because nobody wants to be betrayed yeah, nobody wants to Be with a pathological liar. Right, that's actually a lot of people's worst fears. Right is being attached to someone that you don't know. Yep, so I'm attached to this person that I think is this Whatever they're portraying, yep. And on the backside there, could you know, jekyll Hyde.
Speaker 1:Yeah, yeah, yeah, she hits. Like it's interesting she hits this. I've been kind of I'm gonna shout out the. You know, for those of you who are interested in storytelling and how to do this better, you have to go follow Leo Olson. We've had him on the podcast before but he's he's one of the best storytellers. In fact, I've done some like consulting sessions with him because I'm I want help on my storytelling and you know he says three things right, like every good story needs context, conflict and a resolution.
Speaker 1:And what's interesting about this girl is she's given the context the very beating. Hey, I was married to this guy for X amount of time. Da, da, da, da, da da. You understand what the resolution is already because it's her ex. You realize that she is out of that. But now what she's providing is she's kind of providing the conflict all throughout, so like the conflict isn't over. So we understand contacts, we understand the Resolution, but we're like getting this call like conflict, dialogue, you know, in every single one of these things. And I think that's kind of interesting how she's kind of like.
Speaker 2:Well, and she's also just tapping into the basic, the basic human nature of of gossip. Like people, yeah, people crave to know, like the intimate details, especially the ugly details, and I think that's like the ugly side of human nature. But yeah people kind of like to hear that story. Yeah and maybe not to Not maybe in. It's not in a malicious way, it's just those ugly details like it. It's almost like a horror show for them. That's the way I think people view that kind of cheese me.
Speaker 2:Yeah, that kind of gossip it's. Yeah, I Want to hear more because that's terrifying, right, and I don't want it to happen to me.
Speaker 1:Yeah, yeah, it's kind of like that, like true crimey.
Speaker 2:Yep.
Speaker 1:Urge feeling.
Speaker 2:Oh, totally is right, because I mean, if you, if you're living with a pathological liar, I mean that's Kind of a psycho.
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Speaker 1:And I say that I Mean there's zero exaggeration. Yeah, I mean zero. The guys in jail now. Oh, is he in prison now? I won't get into why, but Shout out. But I mean, I'm telling you, crazy dude, pathological liars are it's nuts, it is nuts to. It is nuts to watch it unravel, so yeah, so I think that's part of it.
Speaker 2:But again, you know she's not, she doesn't have, she just has a unique story, and so I think what people need to remember is like you don't have to have everything perfect, she's just like talking on the phone. Yeah, yeah, I think we'll just want to hear good stories.
Speaker 1:Yeah, there's two lessons right. Lesson number one is you're right, you don't have to have, you don't have to be graded editing, you don't have to have the cameras, you don't have to have the microphones, I so I think there's there's one thing there, but I think the other thing is also like this girl does have a really good story, and I think a lot of people fear that they don't have a good story, when, when, what you have to remember is it's fake, it's how you make it baby, just lie, just lie. What you have to remember is it's not necessarily about the story. I mean, that's kind of what novel and novels are right.
Speaker 2:It's a big lie. They just made it up. It's not necessarily about there's the liars I. I didn't is a lie. Still alive. You tell people it's a lie. I. I Don't know what do you think I?
Speaker 1:don't know. It's a good question. It's a good question, it's fiction a lie I. Don't know the right answer. I mean my and my gut answers no. When you're telling somebody, hey, this is not the truth. Right, like if I were to be like.
Speaker 2:Hey my made this up.
Speaker 1:Hey, my name is Trevor. I'm actually lying, it's not it's not. Yeah, does that make me a liar? I don't think so. I have no idea but anyways the point I'm trying to make is well, we have to remember, is it's not?
Speaker 2:my about your story if it's not a tree.
Speaker 1:Yeah, just lie. No, what I'm, what I'm trying to say here is don't interrupt me. It's not about the story, it's about how you tell the story. I think, because there are so many things that I've watched on tiktok or I've watched on Instagram or Shows that I've watched that are dumb stories when you think about them. Yet I Watch that whole thing.
Speaker 2:Well, that goes back to who's our guest. I don't remember who's our sign filled guest. Who likes sign filled?
Speaker 1:It was recent, oh it was. Uh, he hasn't launched yet. Well, when you hear this, it has launched. It has not launched as we're talking. Dustin, dustin, founder of Chubbys, yes, right, yes, so sign filled.
Speaker 2:Signed. Filled sign field sign time fell is about nothing, yeah, but it's the way they tell the story that makes it funny and interesting.
Speaker 1:Yes, everyday nothing.
Speaker 2:Yeah, and that's what comedians we talked about, right? Comedians are great at taking the nothing out of out of a day and Flipping it upside down to make it interesting. Yeah people reflect on oh that is weird, oh that's funny, yeah, so the way you tell it. And that's why I think it's important to look at why comedians are blowing up in this kind of tiktok. Instagram reels world. I feel, like comedians have thrived in it because they're telling funny stories that are really well. I obviously they're paying better.
Speaker 2:Relatable that are relatable and they're good at telling stories. It's so that's. That's like all it really is and that's they're killing it and there's nothing glamorous about most of their setups. Yes, they have podcasts or whatever, but it's just people at a table talking. Yeah.
Speaker 1:Yeah, I've thought a lot about this, like if you were an amateur comedian that wasn't really making it Like. You should go work for brands to find out better ways to tell their stories in funny way. Yeah, that's actually a really good idea that would be like a, really like you can't make it because I would. I mean, I don't know anything about what comedians make. You know, I know Kevin Hart is one of the highest paid comedians out there. Comedians, it is a rough rough. That's what I heard until you make it exactly like well, cuz Matt Reif Right.
Speaker 1:Matt Reif came out and said like I Think by the way did he?
Speaker 2:What happened with him?
Speaker 1:I mean he's not, I mean, I think he's still. Is he still as big as he?
Speaker 2:was has he lost?
Speaker 1:I mean, I don't, I don't see him. I don't either but I don't know why I don't seem ever anymore on On social media, at least the way. I think he's still big, but I think he's definitely peaked, probably, and he's not.
Speaker 2:Plateau. He's coming down.
Speaker 1:I don't know if he's coming down, but I don't know if he's going. I don't think he's going up anymore.
Speaker 2:But I also just think the nature of social media. You're gonna see people come yeah, shoot up how fast.
Speaker 1:And then right now the comedian that's on like the biggest rise. There's two dudes. It's Nate Barghetti, who's amazing.
Speaker 2:Well he's not even on the rise, he's just at the peak.
Speaker 1:I think he's still rising dude, is he? Yeah, like.
Speaker 2:I think he's shows of him.
Speaker 1:Really I think okay, yeah, but he's huge and then the dude that Got fired from SNL, and then they just Shane, shane. Is it Mick or Gillis?
Speaker 2:It's just Gillis, yeah.
Speaker 1:I think those two are the ones on the rise. But anyways, anyways, back to yeah, I've heard comedians like that's a rough, rough route, like cuz. I think what Matt Raffa saying is like he was like. He was like I was making like 25 grand a year doing this until I was making a million plus, like that. Like that was the jump. It was like such a small amount and then it's huge to this massive amount. So like you could go make as a storyteller 80, 90k here.
Speaker 2:I mean, I mean I think.
Speaker 1:I think brand should be paying if you can do it right. I think brand should be paying people a lot more for that, because if you can drive organic traffic, that just depends on the performance, right, dude, there's actually a? There's actually a LinkedIn post that I want to read from somebody that I I I posted on, and this was not part of this. In fact, this whole topic was not the main thing that Mark and I were planning on topping but talking about, but this is where we're going, so. So there's this dude.
Speaker 1:We actually had him on the podcast, did we? Yeah, his name's Kobe Bauer, who one of the co-founders at Thread wallets. Yes, sir, so we had him in Mackenzie on the podcast a while back, but he posted something here. Um, I found it. I'm just trying to make sure I can remember my point here. Okay, cool, so he posted this. And Thread wallets is a big company, right, like? They're an eight-figure business. They've been crushing it. And he says e-commerce companies, ads aren't working like they used to. Where should we put our money? Slash attention, we've scrapped our playbook. What's been working for you lately? And he had 53 comments on it and I commented and my comment by far.
Speaker 1:Was the best the most likes and shares of any other comment. Okay, and this is essentially what I say Dude, I know this is super overplayed response, but I think the answer lies within organic or within the organic content game. Obviously, there's other things too. We've been seeing this a lot with our clients and I have been diving deep into content create. The content creation rabbit hole Thread needs to start telling stories with our content. Go to tick tock search midday squares. Look at what they're doing. They don't try and sell products over social, they tell stories there's and they're selling like crazy. You add a good ad game to that and you become unstoppable.
Speaker 1:If I were you, I would take some of that at monthly ad spend budget and put it towards a full-time, dedicated content creator, story teller, not a social media manager, a Content creator that can tell stories. And I said a couple other things that's not needed to say. Like would be a good idea. Like, what are you wearing? So I think, like we're like I'm hearing this from a lot of people Taylor offer once again somebody we had on our podcast. He's the owner of feet F e a t.
Speaker 2:Yeah he doesn't own like feet.
Speaker 1:He doesn't own feet, he has feet, he has feet. Yes, feet, f e a t, the clothing company. I think it's all feet, maybe we should stop saying owns feet, he owns feet clothing feet clothing.
Speaker 2:Yeah, yeah, Um little little coats for your feet, yeah socks.
Speaker 1:Someone call those socks Um, and anyways he he did. You see his LinkedIn message saying what he did he pulled. Spend completely on meta.
Speaker 2:When.
Speaker 1:I mean probably a few months ago and, and I don't know, I need to talk to him. We're gonna be in Santa Monica and I'm gonna see if we can meet with him to understand what's going on. I don't know if he's put some of that budget back. Okay, but we're hearing. I mean, listen, we I don't. I personally don't necessarily believe that that's the right strategy to pull, because we see tons of success from meta, but I Can totally 100% get on board if you have a mark, if you have an ad spend budget of $60,000 or $100,000 a month or more or even less, I Would. I could totally 100% get on board with taking $10,000 of that a Month. So taking your budget from 60 to 50 or 100 to 90 or whatever that is, and paying it to somebody who knows how to tell stories and say, hey, $10,000 a month generally drives us 10,000. Divided by whatever the CPM is this much impressions. If you can do that organically, then at least it's a one-for-one exactly.
Speaker 2:Yeah, and doesn't necessarily even have to be well, the the other justification for this is what we tell brands is if you do Want to hire someone to create content, right, because you can have the in-house content creator, like the storyteller. Mm-hmm and then you can also work with Really talented agencies. To the production teams.
Speaker 2:Yeah, that are production teams, like film lab, that that we use, yep. So what I would say is the reason why it's a good investment to Make that kind of decision is you can repurpose all that content for ads to a hundred percent. So you, it's not a one, it's not a one-for-one, yeah you don't have to make yep x-row as out of your storyteller, yeah, or your storytelling it's. How can you also repurpose that for ad content across channels?
Speaker 1:Yeah.
Speaker 2:Because what we have found is that sometimes those do the best. That kind of content is the best.
Speaker 1:On ads too, yeah oh yeah, for sure, oh yeah, if yeah, this is just like maybe this is a duh, but If you can win organically, it generally will win from an ads perspective. Yeah, that's just how it works, yeah and the other thing is like, with this organic content, that you are getting this organic traffic, that is all retargetable.
Speaker 1:In yeah that you can. You know what I mean. So it's like that's the other thing you have to think about. Right, like as you are getting you. Yes, you might lose ten thousand dollars in ad spend, but if you're getting that like you are, this guy is or girl, this human is Driving organic views that you and building a retargeting pool that you didn't pay for. Oftentimes in advertising, you're paying multiple times for people to see these ads. Right, like you're like, not everyone buys the first time they almost nobody yeah, exactly actually yeah, unless it's a problem.
Speaker 1:Solution like oh my gosh even then scientific.
Speaker 2:I mean just look at just like at your conversion rates. Like you know, most people don't buy.
Speaker 1:Exactly so yeah, you have to touch people more than once you're paying for these pools to be built, whether you know it or not. So why not find somebody I know easier to said than none, of course, like, the hardest part of this is finding the right person who can tell the stories, who's not out on their own.
Speaker 2:Yeah, and I think another, another interesting part about this is Social media. We've said this before and we'll say it again, but your social media is your new website. So websites, because and again, these, these platforms are trying to make a big push that people don't even go to your website anymore. Yeah but because of cookies and everything else. You just have to think of your social profile as.
Speaker 1:Massive valuable real estate.
Speaker 2:A different version of your website and an extension of your website and now you can track all those people perfectly on platform Yep. So every engagement you get on Instagram or Facebook or tiktok, you can retarget that person perfectly.
Speaker 1:Yes, in platform in platform.
Speaker 2:You can't once they leave platform.
Speaker 1:Yeah, once they go to your website, as much as meta wants to tell you, yeah, they can't. It's.
Speaker 2:Now you should still be driving trap your website? I'm not saying only you shops. But what I'm saying is that kind of storytelling and that kind of engagement is powerful because you literally get all of it. Yeah, like you can maximize that audience in ways that you can't maximize audiences that are perhaps leaving the platform. Yeah, for sure, we're off platform yeah.
Speaker 1:Yeah, so that I mean that's my thing right. Like there's so many people who are struggling right now. Like we hear it, you hear it on Twitter. Like there's, if you're part of the D2C Twitter community. Like.
Speaker 2:I'm not, I'm just grinding. Everyone's talking right about Troubles that they're having as a business can we go on a rant one day about those alpha influencers though?
Speaker 1:Yeah, I wouldn't mind that. Yeah, I definitely can. But those what say what we want to say about the alpha influencers?
Speaker 1:Yeah it's also. There is some niceness to it, right, because they're saying things that you know, as braggie and as Lame as a lot of them might sound and out of touch as they might seem, there's also some goodness that they can bring where you're like okay, cool, there's some validation there. You know so. But yeah, so I we've seen it with some clients like it's not even necessarily meta. That is the problem. I think it's how people are operating as a business as a whole and they're blaming meta as the problem.
Speaker 2:Yes, yes and Side track, if you have been experiencing problems in the last couple of weeks. I mean meta has been really bad for a lot of people in February. Here's a secret for you. It's not a secret. You just make sure your cap is set up. The conversion API whether you do that Through a developer or whether you're doing that through a service like an L of R, just make sure you set that up. That's just a little side tangent.
Speaker 2:Yeah it has mitigated a lot of the volatility, at least in a lot of the people, we work with the clients that we work with yeah. And it has helped a lot and the clients that weren't using it saw a lot bigger of a hit in February. Yeah, make sure you have that set up. And then also just remember February always sucks. Meta didn't help, met a suck for other reasons, like bugs, but Don't this guy is probably not falling the way that it feels like it's falling.
Speaker 1:Yeah, yeah, I agree, because you're already seeing the light With March will probably be better.
Speaker 1:Yeah and well, and we've talked about this a lot right, some of the best buying times are when people make Jurassic changes to their everyday life. Right, and what I mean by that is you're going from winter to spring, and there's a lot of changes that happen From a February to a March to an April, which is I'm hunkered down inside my house 24-7. I'm never going out. I'm constantly in sweatpants, you know, to a oh. I'm out going on walks more often. I'm a little bit more active, you know. Maybe I am putting on clothes and getting ready a little bit more. Right, it's just a life change and that doesn't necessarily mean that apparel comes about the pressure and is lifting.
Speaker 1:Yeah, it doesn't mean that. It doesn't mean that apparel companies are the only ones that benefit from this. It just means people start to think about things differently. You know they want to eat different. They want to go to different restaurants. They want to dress different. They want to. You know, wear hats instead of being. You know there's, there's all sorts of things.
Speaker 2:So they're ready to reinvent themselves.
Speaker 1:Yeah, so that's why March tends to be better than February for a lot of people.
Speaker 2:Yeah, just historically it is so, yep, this guy's not falling, but storytelling, yeah, don't, don't overthink it.
Speaker 1:This was not. This was a great discussion and we weren't even. This was not the intent of Today's discussion.
Speaker 2:Yeah, I just really want to know, you know, is it a lie if I'm telling you it's a lie, novels are just one big lie. We just get absorbed into one big lie, absorbed into one big lie, all these fake stories out there, but we know, we know they're lying not always the Blair Witch project. Most people did not know that was a lie. That's not a novel, it's a movie.
Speaker 1:What do you mean? They didn't come out and say this is a true story.
Speaker 2:No, but like the whole thing about, is you like? You thought they made it look like it was real and people thought it was like a real.
Speaker 1:Yeah, that was the first kind of like. Yeah, yeah, I do remember that, but I was like, I was like in sixth grade.
Speaker 2:Yeah.
Speaker 1:I think when that came out.
Speaker 2:Yeah, we were too little and dumbed to know that was fake, but I but I remember thinking like that's real.
Speaker 1:Yeah, I mean I didn't see it when I was in sixth grade, but Very scary show.
Speaker 2:So the moral of the story is if you don't have a good story, make one up.
Speaker 1:Number one, what most authors do they don't have really good life stories.
Speaker 2:They just make up great stories, yeah there you go, unless you're Ernest Hemingway.
Speaker 1:He has a really interesting life story and just maybe put an asterisk, say this May not be true. And J R R Token.
Speaker 2:He once said what makes a great story is one thing. Have you heard this quote from him? It's really interesting. He says what makes good stories? It all revolves around death, and I've thought about that for a while and I went why is that? It's like oh, it's because humans are the only Creatures that contemplate death and everyone does just some degree or another. It's like this looming thing on the horizon everyone like back of everyone's mind because everyone dies. So everything you do revolves around you avoiding it or confronting it interesting and I thought that's really insightful from that old man.
Speaker 2:Yeah Right, everything you do is about how you live your life before you die. Yeah, how you confront death or how you avoid death. Mm-hmm Interesting and I've been thinking a lot about that, like every like your legacy. Why do people care about legacy or what they accomplish?
Speaker 1:Hmm are you asking me that? Question. Yeah, oh to To have something after, before you die, for people to be able to work to yeah and remember you and remember you, I yeah.
Speaker 2:I'm wondering this is this has no way, like I'm not saying this has any application for your businesses out there.
Speaker 1:Create content but go look it up.
Speaker 2:Yeah, go, go look up. It's just interesting to think about, like, oh, this is a man who told a story that resonated a big lie of a story about a story, nonetheless, that resonated with hundreds of millions of people.
Speaker 1:I Guess that it's not a lie, because that they've defined that term and it's fiction. Yeah, it's fiction. Yeah, fiction's a lie. But they've defined fiction as a not true thing, as a lie, that's what I mean?
Speaker 2:Is it a? Definition of the definition of a lie is a deceit. You're trying to deceive someone, yeah yeah. So it's not technically a lie.
Speaker 1:Yeah, I think we've. I think the Debate is over.
Speaker 2:Yeah, probably is. Yeah, but nonetheless death. So people, it's all about like how people live and how they want to live, and so I think when you're telling a good story, oftentimes the greatest stories have this bigger objective Because of like looming consequences. Sure.
Speaker 1:Tell a story around one thing.
Speaker 2:So you think about her right, like she was trapped in this scary situation and now she's recounting a resetisa, and now she's recounting it and it's really captivating. Yeah, and you don't have to get dark right. But Again, we're just trying to find whatever that friction is. So find the tension in your life and what's the release of that tension and that's a good story and then give some context around it.
Speaker 2:Yeah, yeah, you'll never believe I almost got hit by a car. Yeah, I Mean. Stuff like that happens to us every day. Yeah, we just Don't think it's special so if you find a good way to tell that story. And we all know that person in your friend group, the person that would tell great stories. They make it seem like a big deal even though they're just telling a story about.
Speaker 1:Something like spelling mac and cheese at the deli. Yeah, so I was. So I was walking down the grocery store. Yeah, all right, I think that's a great place to end. Yeah, let's do that, okay. Well, thank you so much, everybody. Just create content. Create better content for your brand. If you are struggling, if you are Wondering how to perform better, you need, in the bedroom, find ways. You need to find ways to get people's attention. I Don't know why I was close-minded when I said that. Yeah you do so.
Speaker 1:And also, last thing, I'm drinking a crisp apple ollie pop, and this was quite a big treat for me because these are seasonal. Yeah, and it was hiding in that mini fridge right there. Wow, I was gonna drink her ginger ale.
Speaker 2:Which are horrible.
Speaker 1:Sorry, ollie pop, I like the ginger ale disgusting but a crisp apple is one of the best, I think. So bad, I think it's absolutely one of the best, and ginger ale no, chris, matt Chris. I love the ginger ale, oh, the crisp apple. And this thing is probably sitting there for like four months because it's seasonal, it's Christmas, wow, yeah, it's winter, only I think it's like November to end like end of December. So here I am not expired.
Speaker 1:We wondered that and I just thought, if anything, if it's expired, is probably just more fermented, and it gets me a little buzzed.
Speaker 2:Little Apple and I did not.
Speaker 1:I did not feel that way at all. Apple cider, then in fact, the taste, the flavor, tasted the less oh. It was a little me, I thought it would have been like magnified personally, because when you like kefir, go for too long. The keyf yeah, when you ferment your own kefir, you start you still doing that. No, I just spend a lot of money on ollie pops instead instead of making your own keyf the key for kefir.
Speaker 1:All right everybody. Thank you so much for tuning in and we will see you next week. Thank you so much for listening to the unstoppable marketer podcast. Please go rate and subscribe the podcast, whether it's good or bad. We want to hear from you because we always want to make this podcast better. If you want to get in touch with me or give me any direct feedback, please go follow me and get in touch with me. I am at the Trevor Crump on both Instagram and Tik Tok. Thank you, and we will see you next week.