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The Unstoppable Marketer®
Trevor Crump and Mark Goldhardt bring you quick marketing and entrepreneurial tips, tricks, and trends for DTC business owners, entrepreneurs, and marketers. These are lessons they've learned through the years of being right in the thick of scaling dozens of businesses. Whether you have an established business looking to grow, just starting your business journey, or trying to become a digital marketer, this marketing podcast will not let you down.
The Unstoppable Marketer®
EP. 117 Are You Selling Products or Outcomes?
In this episode of the Unstoppable Marketer Podcast, hosts Trevor Crump and Mark Goldheart discuss the current state of the economy and its impact on marketing. They explore the "so you can" method for crafting effective marketing messages, providing examples and insights for businesses with both unique and common products. They also discuss how marketers are more like farmers than engineers.
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
the economy. The state of the world is just a little down. It's a little sour right now. It's not necessarily you.
Speaker 2:True, it's them. Yeah, sometimes it's not so much what you can control, that's impacting everything.
Speaker 1:So control what you can control, right, and don't don't try to control the things that are out of your control. Yo, what's going on everybody? Welcome to the Unstoppable Marketer podcast, with me, as always, mark goldhart, my co-host, colleague, friend, business partner yes, father of three. Thank you husband husband of 10 years.
Speaker 2:Well, will be 10, yeah. This year right 10 in.
Speaker 1:May you guys got a fun trip planned too.
Speaker 2:Yeah, we're doing the New York thing, the New York thing. It's not really my thing, but my wife has always wanted to go to New York.
Speaker 1:Do the whole ballet.
Speaker 2:Yeah, do the Metropolitan, the Met, as they call it.
Speaker 1:That is what they call it the Met. I've been there before.
Speaker 2:Do some uh Stuff at the old opera house.
Speaker 1:I'm not a.
Speaker 2:This is a hot take, but I'm not a huge.
Speaker 1:I do not like.
Speaker 2:New Yorkork.
Speaker 1:Yeah, I just don't like cities yeah, I don't mind cities, but that one's a hard one for me. You don't see the sun much unless you're in central park, which that's we are staying.
Speaker 2:Yeah, basically in, not in Central Park, but you know.
Speaker 1:I feel like I'm just inhaling. On the south side of it fumes constantly. It's a. You see genitalia Every day. What, yeah? Yeah, I've seen every time. I've gone, not every day, but every time I go on and I've only been like three or four times, but every time I've gone I've seen somebody's butt or somebody's wiener. Oh nice.
Speaker 2:Every time without fail.
Speaker 1:It's unfortunate yeah, so just little things like that. The other thing that kind of freaks me out is like it's just such a compact island in the city that if like a terror attack or covid or like you're just stuck there like you are not getting out yeah, that's, partially true like the way here in utah, like a lot of people like if they got, like like during covid, they're like we'll just go up to our grandparents house up in montana for a month or something like that.
Speaker 1:you, you know, like, yeah, you got. That should not be the reason why. It's just a reason the.
Speaker 2:West is just dispersed. I think the entire eastern seaboard is just more condensed. But yeah, but it's way cool.
Speaker 1:That's valid. It's a cool place for two days. There's nothing like it. Yeah, I'm excited.
Speaker 2:I'm excited because my wife will have a great time, totally, and I will have an enjoyable time. Yeah, go enjoy the food like I'm not like a broadway musical guy, that's. That's not because I don't like a musical every now and then. That's just not your thing, it's just not my thing.
Speaker 1:I'm the same way. I respect it and enjoy it.
Speaker 2:I don't know we might. If there's a Yankees game, maybe we'll go, but like I'm not really a baseball guy, that'd be sick, so like we might do that just because my it's too bad, because the original yankee stadium, like my grandpa grew up like his first five, six, seven years of life or something he grew up in, like the shadow of the old yankee stadium, oh, cool because they had just.
Speaker 2:They lived in new york for yeah like five or ten years or something that That'd be sweet Before coming to Utah. But yeah, so that might be cool.
Speaker 1:Nice.
Speaker 2:It'll be fun. It'll be a fun little three-day excursion. Nice Backing all the things she wants to do in one trip.
Speaker 1:I have a question. This is not a hot take, but this is just like. I need your opinion by it. So something weird happened to me at the store.
Speaker 1:Last night I went to the grocery store and you know how when you walk to, I mean, aisles are obviously wide enough for people to multiple people to get by. It's almost like two lanes. You know, people understand like you walk on the right, you walk on the right side, but every now and then what happens is you get somebody who stops in the middle of an aisle and they're looking right, they're looking for the right pasta, they're looking for the right candy, they're looking for whatever it is that they're looking for, and this guy, this gentleman, instead of stopping right in front of it, so there's maybe a foot, foot and a half of distance between him and the like, the product he's like, smack dab in the middle maybe, if not even like further away from it where he's looking okay which isn't unusual, like I've stopped in the middle and just kind of like looked around, just not really fully focused and paying, paying attention yeah so, as he did that, he stopped right in front of what I was grabbing and I knew it.
Speaker 1:Like I knew exactly what I was going for and so I just said so, like if he's right here and I'm on this side of him, the product is like right here.
Speaker 1:So it's on the other, slightly on a different side of him. So instead of me going all the way around him, I just walked, grabbed my thing as he's searching. I said excuse me, excuse me, grabbed it. And I mean it was less than two seconds of being in front of this guy and he just like looked. He looked at me and he was like excuse me, and I was like huh, and he's like you see that I'm right here, right? And I and I was like what? And he's like you see that I'm looking right here, right, and I'm like yes, that's why I said excuse me, you were right in front of my thing. And he's like unbelievable. And he just walked off.
Speaker 2:How old is this guy?
Speaker 1:He was older. Like I would probably say 65, 70.
Speaker 2:Not 70.
Speaker 1:Not 70. 60s. I feel like there's a big difference between the 60 age and the 70 gap. Yeah, like he was older than my dad, but not by a lot. You know my dad's like 60. I don't know one or two I Would find that's it.
Speaker 1:That seems like a pretty bizarre Okay interaction like like that wasn't crazy for me to go across and grab something. I've had people do it to me. I mean, every time I'm at the store that happens. It'd be different if I was like reaching for something and somebody like went under my arm in front of me and grab like yes, I could see somebody being upset about that, but it was really unusual. Like it threw me off big time, so much that I didn't even have like like I'm usually like a witty person. When somebody tries to do something rude to me in public, I can generally make them feel a little silly for it and I just like I had nothing to say to them. I couldn't say anything. I was just like sorry, like okay, dude, yeah, sorry. Like I just walked.
Speaker 2:that is uh, that's bizarre Okay.
Speaker 1:I'm in the right, I wasn't in the wrong.
Speaker 2:I don't know what's right or wrong, I would just say the norm seems like that's a norm to me that doesn't seem rude, I've done it.
Speaker 1:Yeah, if you're that far, like if you're reaching for something Totally, but if you're just like standing back and like gazing at an aisle, like you know you can. Oh, he was gazing like I. I did also sit and wait. It wasn't like he got there and then I immediately went yeah, like if he, he was there when I you got to give a courtesy when I ran out of the three mississippi when I rounded the corner, so who knows how long he was there.
Speaker 1:Yeah, so I I around the corner and I waited at least five seconds, kind of just like. Like just kind of observing, making sure, yep, it is right there. Okay, cool, I'm going in for it like this guy's search, and he doesn't look like he's anywhere close. Yeah, look like you do that to a man though it was the candy aisle which oftentimes can give you a little more like that's more of an impulse like what am I looking for here?
Speaker 2:What are you know conscious about buying your sugar?
Speaker 1:You're gonna know. So Put me in a bad mood, though, Even though I felt like I was okay. It definitely put me in a bad mood last night.
Speaker 2:Yeah, those kind of interactions will sometimes.
Speaker 1:It can ruin a night for you.
Speaker 2:It sounds silly but, yeah, they can just kind of chap your ass a little bit.
Speaker 1:Yeah, they definitely chapped mine.
Speaker 2:As a 60-year-old might say.
Speaker 1:Yeah, he would have said that yeah, you're chapping my ass, bud, all right what's going? On what's going on. Uh, let's give like a little state of the uh, state of the union in marketing ddc um what's the vibe right now? The vibe seems sad. The vibe does seem sad. I actually read a tweet Womp, womp. It's kind of similar to our last podcast episode. We talked about macro stuff and it's very similar.
Speaker 2:Yeah, there's some uncertainty out there and there's a mixed bag of performance out there. And there's a mixed bag of performance like we. We definitely have some people whose performance is like down and up and in between. So, to be honest, like I don't. I don't know if everything, if it's tougher across the board, across the accounts that we have access to, yeah, or if it's just the uncertainty and the fear of the future is like amplifying if you are down.
Speaker 1:Yeah.
Speaker 2:Like the scariness of the future. But again, you know, I don't think it's easier said than done, right? Like if you're a business owner and you got bills and cash flow and everything you're trying to manage, we do empathize with you, but a lot of this stuff is more short-term than long-term, Yep, and it always is Like these cycles, if you just look historically.
Speaker 2:Yeah, if you just look historically, yeah, and if you look at what Trump is doing, the question is is like, how quickly can you fill in the gap? So if tariffs go into place, and let's call them 25% tariffs across the board for all of your products, well, that can eat into your margin quite a bit right, like I don't know how much, depending on how you manufacture or whatever, what you know what you're bringing in but let's just call it 25% margin increase on what you're doing.
Speaker 2:So let's say, if you're operating right now at 25%, that would be indicative of like a what a seven and a half percent type move yeah so now you're operating at 31 percent margin.
Speaker 2:However, in the long term and this is the question, this is the big question like a, if the tariffs are long term too, but b, do they get rid of things like income tax? Right, um, is there a way to free cash flow domestically that would actually get people to spend more money? Sure, so, maybe your, your margin increases, but you can also perhaps raise prices a little bit yeah, and you're, you're over.
Speaker 2:Yes, your margin seven so so 20, and this is the math I want to do. For some people, if you're kind of worried about it is you might not realize this, but let's call it a seven and a half percent increase. Like if you're operating at 25 now you're operating at 32 and a half, right? Am I doing that math right? So so, yeah, that sucks Well. A you could raise your prices by 5%, which would cover that-ish Yep. And if people have more income, you know, theoretically I mean, we don't know how this is going to work yet, but theoretically, if that happens, and how quickly that can happen.
Speaker 1:That's just naturally what happens.
Speaker 2:People will spend more money. They spend more money.
Speaker 1:Very few people get a pay raise and keep the same living lifestyle.
Speaker 2:Yes. Now the other thing is the the true, according to the U S. What is it called? Like Truflation? There's a website of independent trackers of inflation. Have you seen this? No, well, over the last two weeks, inflation has crashed down. It's come down like way down, way fast, yeah, over the last three weeks. So if inflation comes down dramatically, that would also free up cash flow, exactly so. We're just kind of operating in this uncertainty period where you don't know exactly. Like hey, 25 tariffs, yeah, that sucks, but like that doesn't necessarily mean your business is done yeah, that doesn't necessarily.
Speaker 2:Yeah, that doesn't necessarily depends on how long you can like survive like a cockroach to see what. Yeah, that doesn't necessarily mean that you're going to be down 25 in profits just because that. It also depends on how long you can survive like a cockroach to see what comes out of the other end.
Speaker 1:Yeah, that doesn't necessarily mean that you're going to be down 25% in profits just because that happens.
Speaker 2:Yes.
Speaker 1:Because if spending power increases, yes, your margins are lower, but you're making more profit margin dollars. The other thing that you can do as well is you can work with your manufacturer to say hey, how do we share this burden together?
Speaker 2:Work with your manufacturer. But again people hear and this is the uncertainty in the market, I think, and it kind of explains some of the behavior where a consumer here is 25 percent and a consumer is thinking 25 percent.
Speaker 1:Yeah.
Speaker 2:Like a 25 percent tariff could mean everything goes up 25 percent.
Speaker 1:Yep.
Speaker 2:So that's, that's a big deal for a consumer. There's you know there's fear, uncertainty, volatility. The stock market is seeing a lot of volatility. I mean it's seen a really strong recovery over the last two days. Yep, but I wouldn't call it recovery, but it's sure it's a good bounce. Bouncing back slightly, so we'll see if it adjusts Same thing with crypto.
Speaker 2:But yeah. So I would say, yeah, the fear is justified, but just zoom out a little bit if you're super worried about it and just realize like, hey, you're in this for the long term, so how can you survive the short term? Yeah, I like what. You're in this for the long term, so like, how can you survive the short term?
Speaker 1:yeah, I like what you said. Sometimes there's like cockroachy moments which is just like, hey, maybe right now for you is survival mode, not how do I make as much money as humanly possible? Yeah, you know, and and and hope that things bounce back the way they need to bounce back. There was a tweet. I wanted to read this tweet. So you know, you know the Ash guy, the Obby guy, yeah, yeah, yeah, say what you want about Obby or him or whatever, but he's a relatively well-known voice in the DTC community, at least on Twitter, and I saw a tweet that he posted yesterday that just says this. It's super simple. Hey, everyone, the world is on fire right now. Yes, your ads are going to suck. No, you don't need to overhaul your entire ad account, just strap in and focus on what you can control, which is a good message, right?
Speaker 2:Yeah, that is a good message.
Speaker 1:Because I think a lot of people think that, okay, it's my agency, or it's my employee, or it's my ads, or it's my creative, whereas right now it's just yeah sure. Yeah, and it's always be fixing those things, but the state of the economy, the state of the world is, is just a little down. It's a little sour right now and it's necessary. It's not necessarily you, true? It's a little sour right now and it's not necessarily you, true, it's them.
Speaker 2:Yeah, sometimes it's not so much what you can control, that's impacting everything.
Speaker 1:Yeah, so control what you can control, right, and don't try to control the things that are out of your control, or else you'll be in a very uh, you'll be in a tailspin.
Speaker 2:Yeah, I think sometimes business owners think they are engineers and not farmers, and I think there's a vastly different mindset between the two things. Where an engineer, you have a controlled environment where you are building something, you're creating something, and that's great, but a farmer is very dependent on the elements outside. Variables literally, yep, and at their mercy. Variables literally and at their mercy, so like, dependent upon them, but also uh doesn't want certain things to happen either. Yeah Well, I mean, it's like so, like everything's outside, like you're just exposed.
Speaker 1:It's like one or the other right, Like it can really crush you the outside elements, or it can make you flourish, Right. Yeah, you think of like the COVID stimulus checks like everyone's businesses looked great awesome turns out that was just government spending.
Speaker 2:Yeah, exactly so. And also that was another fact is it looked like something like 30 percent of the private or the of the job growth in the last year was federal.
Speaker 1:Really, yeah, so and now that's all getting cut, I guess.
Speaker 2:Yeah, I don't know exactly but I'm no expert on this, but that's just what I read. Yeah, um, but yeah, like a farmer, like you are a farmer if you're in e-commerce, like you're farming. Yeah, like you have a product, right, you're growing a business. But like, guess what, like there are things out of your control, like you might have a hailstorm coming times and seasons wreck your freaking crop, yeah, but luckily, if you're just if you're a smart farmer, it's a good analogy.
Speaker 2:I like that you actually have more than one crop, so like to give you some farming background, please. Uh, generally you're gonna have more than one crop, like you don't just harvest once in this in a year right you do have harvesting season yeah right, and growing seasons, but you can get more than one crop. So protect your cash right and make sure you know how to yeah benefit maximize the moments when they're winning.
Speaker 2:Yeah, like I had a good conversation with the client and sometimes you can use that like, for example, like if you have hay and if it I can't remember exactly my wife would disown me if she heard this, because I don't know exactly how this works, because she grew up on hay farm. But you cut the hay but you also have to wait to wait to bail the hay.
Speaker 2:it has to have the right kind of like humidity yeah and do yeah but sometimes it can get rained on and it can ruin, like it can ruin the hay as it sits in the field. Yeah, so there's, but there's ways to still sell it. You don't get your top dollar for it, but there's ways to still sell it. You don't get your top dollar for it, but there's ways to salvage at least what you can. Yeah, so kind of think about it that way too. Like in moments like this, like yeah, you know, like tough luck that sucks, like guess what, like sometimes we are at the mercy of bigger things that we can't control. But like, how do you salvage it?
Speaker 1:Yeah, Like, how do you salvage it? Yeah, yeah, like I mean, and on the flip side right, I was just talking to a client of ours yesterday and they're actually crushing it right now and they had plans to not spend as much money this month. It was going to like really ramp up next month.
Speaker 2:Yeah, but it's catching up.
Speaker 1:Let's chase the success, let's chase the momentum and spend, you know. So we're doubling spend.
Speaker 2:Yeah, if you have the type of product where you don't have to worry about shipping times of three months or something. Just take advantage when you can take advantage. Key moments.
Speaker 1:That was another podcast episode. If you go back like four or five episodes or no, it's probably more like two or three episodes. We talk about key moments, so don't sleep.
Speaker 2:Yeah, don't, probably more like two or three episodes. We talk about key moments, so don't sleep, yeah, don't sleep, yeah, like don't sleep just because, like you're planning on spending more money next month, like if you can spend more money now and make more money and be agile and don't be constrained to the budget you set for the month of march.
Speaker 1:Don't be constrained to the budget you set. You may need to like completely cut some of it. You may want to double or triple it.
Speaker 2:And look at things in quarterly, like we talked about.
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Speaker 2:But like that uh what you got a semi viral reel. So let's semi viral real.
Speaker 1:Yeah, I figured like the let's, let's talk the conversation here. Let's watch a portion of this. This right here is marketing one-on-one. Stop selling the product and start selling the outcome. If you're Delta airlines, you're not selling a six hour flight to Hawaii. You're selling the excitement of swimming the ocean, relaxing on the beach and creating unforgettable family memories.
Speaker 1:I'm going to give you a simple trick that's going to make your messaging hit hard every single time. I call this so you can. Method, and here's how it works you take your product or feature, add the words so you can, and then finish the sentence with the outcome. For example, meal delivery kits so you can save time and stay fit. Noise canceling headphones so you can get your work done anywhere. So try it on your product and drop. All right. So the the point of this, the reason why we want to talk about this, is this has been a simple like hack you and I have used probably for like eight or nine years. So anytime we're trying to understand the why behind somebody buys a product. What why behind a product? So, in in product marketing and messaging, you have what's in. You have wise right. So, for example, um, when Apple came out with the air pod. Do you remember those, those commercials that they had? It was like people dancing on the sidewalk and they were doing crazy moves.
Speaker 2:Yeah, they were like walking on the side of the buildings. To demonstrate.
Speaker 1:Yeah, to demonstrate. So what they weren't saying was Bluetooth technology.
Speaker 2:They weren't saying like cord free and you'll often hear conversations go to Apple, because in the past Apple has been usually like the leader in showcasing benefits and outcomes over features.
Speaker 1:But a lot of times people have a hard time understanding how to say it right. It's very easy to be like Bluetooth. It's very easy to say cord-free. It's very easy to say cords for cord free. It's very easy to say free shipping. You know what I mean. These, these, what we call features. It's the what. The big question and the real reason people buy is generally the why, it's the, it's the outcome, and so we use this method.
Speaker 2:Um, when we're working with because human psychology would say that it's like 95% of decisions are emotionally based. Exactly 100% which begs the question of free will in general, but that's a different conversation.
Speaker 1:It's why people can spend, you know, $200, $400 on pants, $3,500 on a purse, when that purse costs Louis Vuitton $25 to make and you could buy that same thing at target for maybe $40. Right, like there's this, what's the why behind it? So you can fit in, yeah.
Speaker 2:I don't know, is that Louis Vuitton?
Speaker 1:behind it, so you can fit in. Yeah, I don't know, is that what we were talking about? So you, so you can look better.
Speaker 2:No, it's the opposite of fitting in.
Speaker 1:Well, yeah, you're right, so you can be better than everyone. Yeah, and stand out. Yeah, maybe you know they don't say it that way, but that's how you feel. Right, like, right, like so.
Speaker 2:I mean, that's what it is, though, so that's what a luxury item is.
Speaker 1:is like you are standing out like you are on a different level than anyone else.
Speaker 2:Yeah, I mean, yes, there is the luxury aspect of sometimes it is legitimately just better. Yeah, but like a Bentley doesn't last that long, right? Well for a car.
Speaker 1:Yeah, there's, there's, it's very luxurious, it's beautiful.
Speaker 2:Well, for a car, yeah, there's, there's. It's very luxurious, it's beautiful, it's an amazing looking car and I'm sure and I've been in a bentley like they're smooth, they're sexy, they're awesome inside.
Speaker 1:But is it gonna last as long as your honda accord?
Speaker 2:no, probably not. No, well, but again, like they're not buying, they're buying it as a status symbol and as a buying it for longevity and as a marker of their wealth. Yeah, exactly Because they can.
Speaker 1:So, so how do you can't? Yeah, exactly. So how do you get to the outcome? Right, and this method.
Speaker 2:And, by the way, I don't care that, we just want. I just want to throw this out there we're not against rich people buying rich people things or luxury things. That's great for them.
Speaker 1:Yeah, yeah, people, things or luxury things.
Speaker 2:That's great for them. Yeah yeah, there are some luxury things that I think are very worth it and cool, and there are other ones that I think is absolutely ridiculous. Whether you're rich or not, like you actually do the same thing. Totally A hundred percent.
Speaker 1:So how do you get to this? A really just easy exercise for you to go through is we call it the so you can method, and what you do is you take the products features, all right, so let's, let's just do this exercise randomly off the top of our heads Grace, uh, grayson, name up, name a product or a brand, just anything. To shout anything random out there for us Sketchers. Okay, I don't know a lot about Skechers. Let's do this. Let's do the Skechers. Remember the round? What were they called? No, they weren't Heelys. Heelys, that would be sick Soaps. Do you know what?
Speaker 2:a Soaps are.
Speaker 1:I had Soaps Skechers were the ones they were called. Oh my gosh, there was a big lawsuit over them. They were meant to make sure, like they pretty much said, like you'd lose weight by wearing our shoes, because they were like rounded.
Speaker 2:I don't remember this at all, but go on.
Speaker 1:One of the professional athletes I want to say it was Peyton Manning. Maybe the Carmelone no Would say okay, the feature of this is like rounded bottoms, so you can lose weight without doing really anything.
Speaker 2:Yeah, Skechers forced to give 520,000 customers refunds after falsely claiming $80. Sneakers would help wearers lose weight.
Speaker 1:What was the name of the shoe? Do you have it? I?
Speaker 2:have it.
Speaker 1:It's on the tip of my tongue. It's a clever name, huh.
Speaker 2:No Shape-ups.
Speaker 1:Shape-ups. Shape-ups is what they were called, all right. So the whole feature of that, it wasn't to lose weight. That was not the benefit.
Speaker 2:That was not the outcome. That was not the outcome. Was she an ambassador for it? She was an ambassador, too.
Speaker 1:That was not the selling point. It wasn't to lose weight. It went beyond that. The selling point was so you can lose weight by doing nothing different. That's really it. So I can just be walking around normal, but if I have these shoes, I'm gonna lose weight quicker. Man that isn't the ugliest shape ups. You gotta see, I can't believe people bought those. I'm pretty sure it was a very famous nfl quarterback they sold 520,000 pairs of those I bet they sold more than that it.
Speaker 1:So, anyways, that's how you get to it, right? You say the product or the feature so you can, and then finish that sentence, complete the sentence so you can blank. Now, you don't put that in your ad, necessarily, or on your homepage to say sketch your shape up so you can lose weight without doing anything. Sketch your shape up so you can lose weight without doing anything, right? Instead, the message is more so, lose weight without any extra activity. You can say that a little bit better, right, craft that message a little bit better.
Speaker 2:Now there's Ozempic, so you actually can do that. Yeah, exactly, yeah, that's true. Um, so another, another example of that would be going back to the AirPods. Right, like the AirPods, like why? Like what's the why behind an AirPod? Like what are you selling? So what? What did we talk about that? It was listen to your like, so you, so you can.
Speaker 1:So you can air pods so you can um run without a cord getting in the way. Yeah, find a. Find a better way to say it, right but basically that's it.
Speaker 2:Like right the cord. Um, now there was other bluetooth options, yeah, at that time, right, but they were usually like More headphone-y yeah. Well, there were headphones, but then you know the ones that like would wrap around the back. I think Beats had one like the plug-ins, but what Apple did is they turned it into a very like minimalistic design. And also a lot of those Bluetooth headphones were kind of associated with geeky.
Speaker 1:Yeah. Kind of just technical, so they sexied them up a little bit. So they sexied them up.
Speaker 2:Yeah, so it was A. There was two things going on. It was like don't have your cord so that you can listen to music without the cord and do the things you want to do. So it was like unburdened.
Speaker 1:Don't let the cord get in your way. Yeah, whatever.
Speaker 2:A chord.
Speaker 1:Whatever that is based off of their audience.
Speaker 2:And then two it was uh, and you actually look good doing it, Sure.
Speaker 1:And you don't even have to say that one as much. That's where the visual part comes in. Yeah, for sure. Right, so you got the visual and then you have the you, the finishing sentence of so you can.
Speaker 2:I mean the other thing is like, but sometimes you don't have a product differentiator, so like these are things where you were talking about a product that has, like, a very unique selling point. I think where people get tripped up with this concept is when, let's say you are a, let's say you sell kids clothes or women's clothes or men's clothes, like. Let's just say you sell clothes, yep, and let's say that your clothes don't really have a unique quote selling point which this happens and I think this is where people get this concept mixed up and confused.
Speaker 2:Because it's harder, sure, right, because we're thinking of features and benefits. But let's just talk about vans. Okay, like what? How do we actually define? What is the outcome that vans is selling?
Speaker 1:Um, yeah, it's a tougher question. Um, yeah, it's a tougher question. Um, and sometimes this method, sometimes this method doesn't work the same way with everything as well. Not not saying you can't come up with some differentiating messaging around vans.
Speaker 2:No, but I think what you do have to what what I think sometimes is hard to do is this isn't necessarily a product framework is, like you could you have to zoom out and say what is the outcome. We're trying to sell here, which is really the why of somebody. So the question becomes wear vans, right? Clothing or shoes or whatever? Yep, so you can. Is it stand out? Is it fit in? Sure, right, yeah. Is it be a skater? Yeah, because the other one is.
Speaker 2:Sometimes we've seen some smaller shops that sell clothes, for example, and they get tripped up on this. But it's hey, well, what makes you unique? Okay, let's say your founder is the face of the company and they're likable and they're relatable and they're going through the same things that their target demographic is. Let's say you're a mom, the founder's a mom with kids and they're making kids clothes, for example, right. So let's say, this brand's called Smiley's, so it's hey, why would another mom want to wear, or have her kids wear, smiley's, right, yeah, and that becomes a little more of a abstract question and it's more emotionally based because, like it's, the outcome isn't going to be tied to the product necessarily yeah. However, you can start saying, oh, so they can be like whatever kids, yeah, or so they can support you or they can.
Speaker 1:That's what I was going to say with the with the Vans example is is is it more the, the so you can method puts you more so in the um, so you become this type of person, so you can look, so you can feel like this type of person. Right, it's the same way that people, so your outward expression can match your inward.
Speaker 1:How you outwardly express yourself, feelings Puts you in a I don't like to use the word box, but puts you in a category of the type of person you want to be. But that's, I mean that's just what it is, and that's oftentimes what a to be, but that's I mean that's just what it is, and that's oftentimes what a everybody is making a unique selling point.
Speaker 2:That's the direction you go yeah, now everybody's making a statement by what they wear. Yep, whether they choose to admit it or not, they are making statements every time they put a close on yep, if we go back to oh and then, if you want to double down on this.
Speaker 1:So products that do have unique USPs can do really really well from a overarching advertising strategy where the brand is putting lots of money into saying this is why we're different, this is what you will become, this is how your life will, based off of the unique selling proposition. When you don't have a very unique selling proposition, what's really really important is one you got to be able to say this is who you'll become like in a from an advertising perspective. But two, you have to get other people to do it too. That's what we've recognized with products that don't have a massive like, that like, for example, I do not know the well, I know what hoodie that is that you're wearing, but anyone else who's looking at that hoodie would not be able to tell where that hoodie came from.
Speaker 1:Fair enough, no, there's nothing crazy unique about that hoodie, right. But if you can get 500 people who are talking about that hoodie and why it's the best and why they love it and why they wear it, while you're kind of saying, hey, all these 500 people, this is the type of person you kind of will look like and you'll become if you wear our stuff. Yeah, that's a really, really good way to win by showing the outcome of the other people. So it's still taking the outcome so you can hey this is the outcome, but instead it's it's showing you the other people who are using it. Does that make sense?
Speaker 2:Yeah, it does I mean, well, let's go back to this like hypothetical example that I'm mixing. I'm mixing a few people we know together here. But if you're a founder of a company and you have kids clothes and yes, there's you know everyone believes their kid clothes are unique and that's great, yep, and let's just assume they're stylish and they have some kind of style to them.
Speaker 1:I don't want to, let's not go into?
Speaker 2:what kind of? Style yeah, but they have their good quality, yeah, exactly well, a unique selling point here, using this framework, could be hey, wear smileys, or have your kids, buy smileys for your kids so that you don't have to worry about what's stylish. Yeah, right, because you could be as the founder, as the company you're showing them. You're making it easier, yeah, for moms to not have to go looking around of like, what, like what's cool for my kids right now.
Speaker 1:I know that this brand is on trend.
Speaker 2:Yes, like this is the trend I like for my kids totally so, then you, you can showcase that as a brand and that's the benefit of buying from you. Is like, yes, there's, there's the styles, sure, but there's a bigger emotional thing here which is maybe it's the styles, sure, but there's a bigger emotional thing here which is maybe it's hey, so that you're you don't have to worry about what's the style. Yeah, cause moms, you know, we're all getting older, like we're not the hippest kids on the block anymore. Yeah, so like your customer is probably feeling that, like I don't know what to dress with my kids, like I have my style, I don't know Right. So that's how you can start thinking about it too. Is like what is it about your brand that is helping solve some kind of issue for your consumer? Not necessarily the product.
Speaker 1:The other thing that's really nice, like so, whether you have something that has less like. We're kind of taking these two stuff that has really strong USPs versus stuff that doesn't. You can do this exercise With both styles of brands as well. One thing that I've done is I've tested it with all of our clients and I've worked on this, so you can method and I've tested with other people like this. This video got like I Got a lot of comments to like. Let me see here you got around 400 comments of people like saying, hey, what about this company? Hey, what about how would you do this for this company? How would you do this for this company? Or you had people who would take their company and they would actually try to go through the exercise within the comments, right. And so I started doing it just in chat GPT for people, and chat GPT can help out quite a bit, right. So you can kind of put this like you could put a prompt in there to say, hey, my brand is wwwcom.
Speaker 2:We sell some unique selling points based off this framework.
Speaker 1:We sell socks. We sell. You know you could put in the basic stuff. Can you help me find a unique way to show the benefit and call out some unique stuff? So for example, benefit or outcome?
Speaker 1:yeah, so the unique stuff, what you're talking about is like hey, uh, you know people are following me because of my style. You can add some of those things in there and and chat gpt will spit out 5, 10, 20, however many of those things that you want, and you immediately, immediately, will have a Array of different messages that you can test, both an ads, organic content, whatever so yeah, I love that, definitely use chat GPT.
Speaker 2:Yep, but yeah, definitely use chat GPT.
Speaker 1:Yep.
Speaker 2:Or Gemini, whatever.
Speaker 1:Sure.
Speaker 2:Yeah, I don't know if it even matters, grok.
Speaker 1:Whatever your AI of choice is. My AI of choice for things like that is chat GPT. My AI of choice for fact checking for some reason has become Grok.
Speaker 2:Well, grok, gpt, my AI of choice for fact-checking, for some reason has become grok. Well grok. Because of Twitter. It's like getting real-time information. Yeah, I don't know how truthful it is because everyone's lying on Twitter. So, yeah, I agree.
Speaker 1:But, yeah, we wanted to go through that because I it was just crazy. I did not expect that video to become a. I thought I knew that video would be helpful. I did not expect that video to become a more of a viral hit personally, because it was very basic and very simple and so I figured hey, why don't we, why don't we talk about it on the podcast and go into deeper detail? Because maybe that's just what people need to hear more of. Is us breaking down a little bit more simplistic marketing tactics?
Speaker 2:Like here's some based on this hypothetical situation.
Speaker 1:He's put it through a prompt.
Speaker 2:Yeah, buy smileys so you can effortlessly complete your kids outfits. Love it, which is close to what we were saying.
Speaker 1:Right, right and, like I said, you take off piece and on the on the website, it says Effortlessly complete your kids outfits.
Speaker 2:Yeah, here's another one by smiley, so you can enjoy comfort. Or so your kids can enjoy comfort and durability in every stage. By smiley, so you can refresh your kids wardrobe without breaking the bank yep here's an easy one buy smileys, so you can shop for your kids with confidence yeah all great.
Speaker 1:You tack that in with seeding product to hundreds of people who are also saying the same message and you've got a winning.
Speaker 2:Now, obviously I would curate those depending on who you are and make sure it's your voice, your voice, your audience. But ChatGPT is a great way to at least explore ideas and just get it out there in written form without the burden of trying to like start from nothing. Yeah.
Speaker 1:It's a great way. It's a great way to build the framework. Yeah Right. And then you take the framework and say, okay, cool, it said it like this. That's not how we would say it. How do we reward that? How do we?
Speaker 2:reward it and make it us. Yeah, I like it, but think about what makes you unique. Whether I like it, but think about what makes you unique. Whether it's a per like, it could just be you as a person. If you're a founder, it could be your brand. It could be the products. Think about unique selling points. Don't get caught up in just the generic Buy this, buy that this is great.
Speaker 1:High quality Just doesn't work. Even though it might be high quality, Anyone can say that.
Speaker 2:Yeah.
Speaker 1:Right. It's got to be a little more than that, like if it is high quality then awesome, buy this so that you don't have to worry about a sweatshirt for 10 years. Kids clothes so you can. Yeah, right, here's a good one. Right, here's a really good one. High quality. This would the knees don't wear out after the first few uses. Yeah, something like that.
Speaker 1:Right, that like you know that, like when your kids are crawling and they're in that stage where they're like they're rolling around, like that's the first thing to go, is the knees, like that's how we all like anytime my kids pants have holes in the knees right, but if you create a pant that's such high quality that like, hey, if you buy a pant from Walmart, those are gonna get holes in it in let's call it two weeks of wear, whereas this it's like hey, you're, this is gonna last you all summer and that's where this versus ad works great. Yep, yeah, and you could put these.
Speaker 2:you can put these usps on those different types and different styles of ads, right where you could have, like a the pants with holes in them, and say three with them three weeks later.
Speaker 1:Yeah, us three years later, three years, yeah, whatever, and like that's huge yeah that's really big.
Speaker 2:All right, awesome. I like that Wrap it up.
Speaker 1:So there you go there you go you can go watch the video. We'll put it in the well go watch.
Speaker 2:Go watch the video, go engage with it.
Speaker 1:Yeah, but actually this podcast episode is much better than that video, cause we broke it down, so you actually don't have to go watch the video, unless you want to pad my numbers broke it down.
Speaker 2:Kind of an interesting idiom, right, yeah, like we're breaking something down exactly to then build it back up that's what makes us we broke it down to then put it back together. Okay, okay, see, okay, see you everybody.
Speaker 1:Thank you so much. We'll see you guys 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 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 TikTok. Thank you and we will see you next week.