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Gift biz unwrapped episode 83.

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We don't want people to be great at marketing.

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We don't want people to be amazing at marketing.

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We don't care about that.

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We just want them to be remarkable because that's when people

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start talking about it.

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Yeah. Hi,

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this is John Lee,

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Dumas of entrepreneur on fire,

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and you're listening to the gift of biz unwrapped,

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and now it's time to light it.

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Welcome to gift bears on wrapped your source for industry specific

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insights and advice to develop and grow your business.

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And now here's your host,

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Sue Mona height.

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Hi there.

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I'm Sue and welcome to the gift biz unwrapped podcast.

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Whether you own a brick and mortar shop sell online or

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are just getting started,

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you'll discover new insight to gain traction and to grow your

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business. And today I am so thrilled to have joining us,

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Andrew and Pete,

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Andrew and Pete run an award-winning content marketing company called Andrew

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and Pete,

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where they help small businesses create share-worthy content that builds brands.

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People love based in the UK.

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They are also authors of the book,

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the hippocampus,

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which teaches small businesses in a step-by-step way,

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how to stand out and be remembered in their industry.

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They are a regular contributor to social media examiner and have

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been featured on the entrepreneur on fire podcast.

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And I have just found out they are also going to

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be speaking at social media marketing world 2017.

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So they are totally hyped with that new news.

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And I'm thrilled to have you right after you got that

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announcement. Welcome to the show,

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Andrew and Pete What's.

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We're having a super,

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super, super excited hyped up As well.

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You should be.

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That is a huge accomplishment.

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I am so,

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so excited for you guys.

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Thank you.

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This is actually where I met you.

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Social media marketing world 2016.

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It's really cool to hear this because when we were speaking,

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I don't know if you remember,

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but this was one of your goals.

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You know,

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you were out as an attendee,

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but one of your goals was to get onstage and now

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you guys will be there.

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Yeah, it's crazy.

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Awesome. Power of attraction.

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All right.

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Well, as we get started,

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our listeners know,

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I like to learn something about you and a little bit

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of a different way.

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And that is by having you describe a motivational candle.

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So you guys are going to have to merge it together.

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I'm thinking,

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but with you guys who knows what your answer's gonna be,

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but if you were to describe and help us envision your

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motivational candle,

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what color would it be and what would be the quote

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on the candle?

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So I think this is the best podcast question we've ever

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been out.

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I got to start with a bang.

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We've got to come to leach actually.

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Yeah. Let me take handles.

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Sorry. Yeah,

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we don't share everything.

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All right.

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So condo is very much on brand.

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And so my kind of is bright orange,

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and this is a quote that I heard very early on

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in our business just before it started.

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And it's always kind of stuck with me.

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It's by someone called Pearl S book.

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And the quote is the young don't know enough to be

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prudent. And so they attempt the impossible and achieve it generation

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after generation.

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And that's always sat well with me because I feel like,

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especially when we were just starting out,

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when we were super young getting into it,

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that's what it always felt like we would do it.

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It always felt like we were trying to attempt the impossible,

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but we were kind of smashing every goal we set for

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ourselves because we were always big believers.

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You weren't setting a ceiling.

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So who's to say that it's impossible.

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It's I'm curious condo.

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And then my kind of,

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I think I would have like the biggest wackiest condo ever.

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Why does this not surprise me,

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Pete? Well,

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you can go to those places and you feel like mold

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your hand or something like that will be your car or

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light peace sign.

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Know mine would be like a vibrant,

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hot red or pink or something like that.

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My quote would be,

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and I don't know who said this quote,

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so I'm going to go with it.

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It's shorter than mine.

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Three words,

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three words,

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creativity trumps budget.

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So that's really,

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really powerful for us and everyone that we work with the

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idea, because when we went with a lot of startups or

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smaller businesses or one man bands,

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or, you know,

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people who are actually 10 and the hobby into,

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you know,

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the main source of income,

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they probably don't have a lot of budget.

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Probably don't have a lot of money,

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but you don't need to so long as they can get

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creative. And an idea is much more valuable than throwing a

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lot of money at some ads or something like that.

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So we left that part.

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Yeah. I would say that that would really resonate with a

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lot of our listeners here because they are happiest and crafters

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and we spend thousands of dollars on our craft,

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the equipment and the product and all of that.

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And then by the time you want to turn it into

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a business,

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it's like,

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Oh my gosh,

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marketing dollars.

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And you're like all the costs that come with a business.

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So I love this quote,

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Pete, because it talks about the fact that there is the

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opportunity out there,

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and this is not a barrier.

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The budget is not a barrier.

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So you guys landed those perfect.

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Just as I expected,

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I really feel like we need to create these candles.

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Now. There you go.

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Okay. So just to ground,

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everybody here,

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talk a little bit about how you guys came together and

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formed your business.

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Yeah. So we first met at university eyes,

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met across a crowded room,

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And Then we both kind of bonded as good friends in

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between the second and third year of university.

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We started our own business together.

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He invested,

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it was good.

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It made us some money,

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but it wasn't like amazing.

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It wasn't like gonna give us well domination,

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ponds or anything like that,

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but it did teach us how to fail and get over

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it and that kind of safe environment,

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which was nice To see that you guys could work together.

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Yeah, Exactly.

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So when it came to the end of uni,

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I'm ju hot and going out with his girlfriend a long

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time, about five or six years,

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but yeah,

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so he wanted to move to new castle to live with

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her. Now we went to university on the other side of

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the country,

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right. So we had that decision of,

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do we move to the other side of the country together

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and continue the business?

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Or do we split parts at that point?

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Or what do we do?

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So I decided to just go and fall onto her.

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I'd say,

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that's a good thing based on what we know about you

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guys. So we meet to Newcastle and we didn't know anybody

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and we didn't have a proper business.

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We didn't have any customers.

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We didn't have any income.

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We didn't have any business contacts.

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We didn't have any network in defense that we would go

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to. We didn't have,

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we didn't have any money because we'd just come out of

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university. And it was in one of the worst financial crisis

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is of our time.

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So it wasn't looking too good.

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So how did we overcome that?

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Well, creativity Trump's budget,

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right? And we attempted the impossible.

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So it's kind of both of my quotes coming together.

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That's how our story works and why those quotes stick with

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us. So we went out,

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we caught us out there as much as possible.

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We went network.

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We started off Twitter account and Facebook page and things like

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this. And you know,

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what we realized was how the hell do we compete against

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all these other companies that have 10 years of experience?

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You have fancy websites,

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flyers, they've got followers,

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testimonials, how the hell do we compete against that?

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The Ansel was again with creativity,

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but the way we phrased it was w we like to

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be remarkable.

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So we like to spend out like to differentiate ourselves.

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But the word remarkable is really powerful because remarkable means with

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making a remark about,

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so we don't tell our customers clients,

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right. If we'll get in them through some piece of marketing

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and we don't want them to be good at it,

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we don't want people to be great at marketing.

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We don't want people to be amazing at marketing.

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We don't care about that.

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We just want them to be remarkable because that's when people

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start talking about you and put your hands up at the

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gain business from word of mouth.

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Yeah. Everybody.

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Right. But nobody proactively goes about getting more business by wait

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a month.

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They don't really encourage it as much as they should.

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So we're a lot about that.

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I love story,

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because I think a lot of people,

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once again,

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can put themselves in your shoes,

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you have a hobby,

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and now they're thinking,

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okay, well,

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you know,

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maybe this could be a money-making business.

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All my friends tell me my product is so great,

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but how would I do that?

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How would I break in?

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So here you're showing both with the two candles and then

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what you guys did.

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I mean,

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you are living example,

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right? Moving across the country.

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And now soon to be on the stages,

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speaking, et cetera,

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you made a name for yourself.

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And I want to underline this gift.

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Biz listeners,

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remarkable. Think about this word in a different way.

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Okay. What Peter was talking about is worth making a remark

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about the remark.

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And so how do you do that?

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How do you decide you guys?

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What is going to be remarkable about you?

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How do you find that?

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Okay. So the various different ways to do this.

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And with some businesses,

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it's a lot easier for others.

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A lot of people may feel like they're in maybe a

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bit of a boring industry.

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How do I stand out in this?

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But we love working with boring industries because you don't have

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to do that much,

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do something a little bit different and you will stand out

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just naturally.

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Yeah. Right?

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So one of the things that we always go through our

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clients with is looking at what we call the norms of

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our industry or the boring parts of our industry.

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So the things that are always the same,

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no matter what company you look up.

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So is it business cars?

272
00:10:21,770 --> 00:10:22,790
Is it packaging?

273
00:10:23,030 --> 00:10:24,950
Is it shop signage?

274
00:10:25,070 --> 00:10:27,890
Is it your uniforms that you're wearing?

275
00:10:27,950 --> 00:10:31,280
Right. All these things that can be just the same across

276
00:10:31,280 --> 00:10:32,090
your industries.

277
00:10:32,540 --> 00:10:34,610
If we can make those more remarkable,

278
00:10:34,610 --> 00:10:37,070
if we can make those more of a talking point,

279
00:10:37,310 --> 00:10:39,410
that's when we can really break through.

280
00:10:39,830 --> 00:10:42,170
So there's two kind of main ways to stand out.

281
00:10:42,590 --> 00:10:44,420
The first is to be better.

282
00:10:44,720 --> 00:10:48,830
And the second is to be different in marketable,

283
00:10:48,980 --> 00:10:49,550
as we say,

284
00:10:50,120 --> 00:10:53,150
and great example of this is a Tyler.

285
00:10:54,470 --> 00:10:55,310
I public Tyler,

286
00:10:55,410 --> 00:10:55,760
my team,

287
00:10:55,760 --> 00:10:56,540
you go somewhere,

288
00:10:56,540 --> 00:10:59,930
right? And at one point in your life,

289
00:10:59,960 --> 00:11:01,160
you live in say,

290
00:11:01,190 --> 00:11:03,950
right, you look into the best Tyler you've ever been to

291
00:11:03,950 --> 00:11:04,580
in your life.

292
00:11:06,350 --> 00:11:07,400
I even know where it is,

293
00:11:07,400 --> 00:11:07,970
but go ahead.

294
00:11:10,700 --> 00:11:13,880
Okay. But you don't come out of that Taylor and then

295
00:11:13,880 --> 00:11:15,260
start telling everyone about it.

296
00:11:15,290 --> 00:11:18,380
Yeah. You don't walk into that title again and start taking

297
00:11:18,380 --> 00:11:20,930
pictures. You don't those people in there.

298
00:11:21,830 --> 00:11:22,630
Yeah. There's,

299
00:11:22,630 --> 00:11:23,300
there's a truth,

300
00:11:24,470 --> 00:11:25,940
But you just looked really weird.

301
00:11:25,940 --> 00:11:26,810
Right. It's just like,

302
00:11:26,840 --> 00:11:27,560
Hey Andrew,

303
00:11:27,590 --> 00:11:30,230
did you check out this title in this restaurant?

304
00:11:30,290 --> 00:11:31,160
It's so good.

305
00:11:31,970 --> 00:11:32,900
But you know,

306
00:11:32,960 --> 00:11:33,800
that's better,

307
00:11:33,830 --> 00:11:36,700
right? That's a better title than another title.

308
00:11:36,800 --> 00:11:38,690
Okay. But if someone said to you,

309
00:11:39,230 --> 00:11:40,610
is that toilet nice?

310
00:11:40,880 --> 00:11:41,690
You would say,

311
00:11:41,750 --> 00:11:42,860
yes, it's great.

312
00:11:43,280 --> 00:11:43,670
In fact,

313
00:11:43,790 --> 00:11:45,020
the best one I've ever been to.

314
00:11:45,380 --> 00:11:49,040
Right? So if you are better in your industry or you're

315
00:11:49,040 --> 00:11:50,120
better at something,

316
00:11:50,180 --> 00:11:51,740
I'll have a better product,

317
00:11:52,370 --> 00:11:53,980
people will about it.

318
00:11:54,640 --> 00:11:56,770
Once it's brought up in a situation,

319
00:11:57,250 --> 00:11:59,440
however, it's not prompted you,

320
00:11:59,440 --> 00:12:01,030
don't go out and talk about it.

321
00:12:01,240 --> 00:12:01,960
Willy nilly,

322
00:12:01,970 --> 00:12:03,220
without being prompted,

323
00:12:03,640 --> 00:12:05,470
which is what remarkable is.

324
00:12:05,500 --> 00:12:07,060
That's what being different is about.

325
00:12:07,060 --> 00:12:09,370
So if you walk into a tailor a sentence,

326
00:12:09,370 --> 00:12:10,090
a guy's right,

327
00:12:10,300 --> 00:12:10,870
it's equal,

328
00:12:10,870 --> 00:12:13,570
you walk up to the Urano and just above the toilet

329
00:12:13,870 --> 00:12:19,120
is a full life-size photo of a woman looking down and

330
00:12:19,120 --> 00:12:21,490
looking really impressed her height.

331
00:12:23,110 --> 00:12:25,210
Now, as a guy you're working to these totes and you're

332
00:12:25,210 --> 00:12:25,690
like, wow,

333
00:12:25,720 --> 00:12:26,680
this is so funny,

334
00:12:26,770 --> 00:12:27,850
amazing feeling,

335
00:12:27,850 --> 00:12:29,140
quite the ego missed.

336
00:12:29,290 --> 00:12:31,120
And then you walk out and you go,

337
00:12:31,150 --> 00:12:31,750
Oh my God,

338
00:12:31,840 --> 00:12:32,340
Andrew. I mean,

339
00:12:32,340 --> 00:12:33,010
you're thinking there's,

340
00:12:33,010 --> 00:12:34,990
Tyler's, there's like this photo of a woman.

341
00:12:34,990 --> 00:12:37,480
And it's like the rhinos looking down at you or in

342
00:12:37,480 --> 00:12:38,140
that situation.

343
00:12:38,140 --> 00:12:40,420
And you might even take a photo.

344
00:12:40,450 --> 00:12:42,700
Yeah. Post it to any social networks songs.

345
00:12:42,700 --> 00:12:44,560
There's no people at the urinals at the time.

346
00:12:46,480 --> 00:12:48,640
And all of a sudden you're talking about it.

347
00:12:48,640 --> 00:12:50,230
You're posting that on social media.

348
00:12:50,590 --> 00:12:54,910
Now, people listening to this podcast and I presume you're not

349
00:12:54,910 --> 00:12:56,380
going to be selling public toilets,

350
00:12:57,910 --> 00:12:59,160
whatever you are selling,

351
00:12:59,620 --> 00:13:02,020
try and make it better or remarkable.

352
00:13:02,170 --> 00:13:05,950
Yeah. So you might make the best gifts in the world.

353
00:13:05,980 --> 00:13:07,780
You might be the best at what you do.

354
00:13:08,120 --> 00:13:11,440
You might make the best jewelry jewelry in the world,

355
00:13:11,470 --> 00:13:13,270
but that's only going to come up in conversation.

356
00:13:13,270 --> 00:13:15,310
If someone is saying to somebody else,

357
00:13:15,640 --> 00:13:17,680
I would really love to buy a necklace from a girlfriend.

358
00:13:17,680 --> 00:13:19,060
Do you know of any other places,

359
00:13:19,150 --> 00:13:21,520
what you need to start doing is looking at how to

360
00:13:21,520 --> 00:13:24,550
actually make your business worth,

361
00:13:24,550 --> 00:13:27,720
making a remark about What I'm hearing from you guys is

362
00:13:27,720 --> 00:13:33,060
it doesn't necessarily relate to the product because someone can copy

363
00:13:33,150 --> 00:13:36,630
any functions or any pieces let's say your materials or something

364
00:13:36,630 --> 00:13:39,630
that you're using to create whatever your product is.

365
00:13:39,930 --> 00:13:42,270
So it is the product because your product has to be

366
00:13:42,270 --> 00:13:43,140
at a certain level,

367
00:13:43,140 --> 00:13:48,060
obviously. But the remarkable part comes with the story that gets

368
00:13:48,060 --> 00:13:49,950
created around that product.

369
00:13:49,980 --> 00:13:50,850
Would that be right?

370
00:13:51,240 --> 00:13:52,290
Yeah, exactly.

371
00:13:52,380 --> 00:13:54,000
Exactly. For example,

372
00:13:54,000 --> 00:13:58,500
there is a shorts company called chip is,

373
00:13:58,680 --> 00:14:00,780
I don't know if you've heard of showbiz.

374
00:14:00,780 --> 00:14:03,000
So they say they make the world's best shorts.

375
00:14:03,060 --> 00:14:03,750
How do you spell that?

376
00:14:04,170 --> 00:14:09,930
C H U B B I E S they do fantastic

377
00:14:09,930 --> 00:14:10,680
content marketing.

378
00:14:10,680 --> 00:14:12,960
Right? So the website and the branding and everything,

379
00:14:12,960 --> 00:14:13,650
the email marketing,

380
00:14:13,680 --> 00:14:15,900
that's all kind of spot on the products,

381
00:14:15,900 --> 00:14:17,040
just look amazing.

382
00:14:17,040 --> 00:14:18,240
They're not hard to sell them really,

383
00:14:18,240 --> 00:14:18,960
really well,

384
00:14:19,230 --> 00:14:21,630
but to get people talking about the business,

385
00:14:21,780 --> 00:14:23,490
to make it a remarkable business,

386
00:14:23,760 --> 00:14:26,160
their content isn't necessarily about the shorts.

387
00:14:26,370 --> 00:14:30,840
So what they are basically talking about is how people in

388
00:14:30,840 --> 00:14:33,750
nine to five jobs can have amazing weekends,

389
00:14:33,870 --> 00:14:36,660
right? And their content is based all around this it's all

390
00:14:36,660 --> 00:14:38,550
around. I can't remember what the slogan is.

391
00:14:38,550 --> 00:14:39,480
Folk braid slogan.

392
00:14:39,870 --> 00:14:41,310
It's kind of like living for the weekend,

393
00:14:41,630 --> 00:14:42,240
but better,

394
00:14:43,010 --> 00:14:44,340
better than living for the weekend.

395
00:14:44,700 --> 00:14:48,030
And so they are showing crazy things to do this weekend.

396
00:14:48,270 --> 00:14:50,910
They are showing people doing crazy stuff at the office.

397
00:14:51,200 --> 00:14:53,510
They're all wearing the shorts while they're doing it.

398
00:14:53,990 --> 00:14:57,110
But it's remarkable content that's so shower.

399
00:14:57,110 --> 00:15:00,490
They, So share-worthy because people take pictures,

400
00:15:00,490 --> 00:15:02,680
they probably want to post them up everywhere,

401
00:15:03,040 --> 00:15:03,250
you know,

402
00:15:03,250 --> 00:15:04,150
with they're tagging.

403
00:15:04,150 --> 00:15:06,310
Right? Yeah,

404
00:15:06,320 --> 00:15:06,970
yeah, yeah.

405
00:15:07,060 --> 00:15:11,500
Yeah. So I'm glad we're expanding into content marketing now because

406
00:15:11,500 --> 00:15:13,840
that's really where I want to do a deep dive with

407
00:15:13,840 --> 00:15:14,470
you guys,

408
00:15:14,830 --> 00:15:16,000
so awesome.

409
00:15:16,030 --> 00:15:19,120
You have your product and then you want to find a

410
00:15:19,120 --> 00:15:22,960
way to make it remarkable so that people are talking about

411
00:15:22,960 --> 00:15:27,070
it, initiating the conversation versus responding.

412
00:15:27,070 --> 00:15:28,930
If someone's asking for a source,

413
00:15:29,050 --> 00:15:32,140
you build some type of story around it,

414
00:15:32,140 --> 00:15:32,920
it could apply to,

415
00:15:32,920 --> 00:15:35,140
it could be something part of the product that's unique,

416
00:15:35,530 --> 00:15:37,540
or it could be a story.

417
00:15:37,600 --> 00:15:41,020
Right. And then is that single story?

418
00:15:41,020 --> 00:15:42,580
What you're always using?

419
00:15:42,580 --> 00:15:45,340
Or can you have multiple stories or what do you say

420
00:15:45,340 --> 00:15:45,850
about that?

421
00:15:46,150 --> 00:15:48,550
Okay. So when it comes to content marketer,

422
00:15:49,060 --> 00:15:52,840
you have to decide whether you have a content rich business

423
00:15:52,870 --> 00:15:54,700
or a content poor business.

424
00:15:54,760 --> 00:15:58,960
And let's just define those two rich business is where you

425
00:15:58,960 --> 00:16:00,190
have a lot to say,

426
00:16:00,340 --> 00:16:03,370
and people actually want to know about your product.

427
00:16:03,610 --> 00:16:05,170
So marketing,

428
00:16:05,170 --> 00:16:06,070
for example,

429
00:16:06,850 --> 00:16:08,740
people want to know how to market the business.

430
00:16:08,830 --> 00:16:12,820
So we've got an easy in some senses because what quite

431
00:16:12,820 --> 00:16:13,420
content rich,

432
00:16:13,420 --> 00:16:15,580
there's a lot of content where we can be creating to

433
00:16:15,580 --> 00:16:17,230
kind of draw people to our business,

434
00:16:17,230 --> 00:16:18,010
to our brand.

435
00:16:18,250 --> 00:16:19,810
People want to know about marketing.

436
00:16:21,310 --> 00:16:24,070
And there might be some gift industries that are the same

437
00:16:24,070 --> 00:16:26,980
knitting I know is a big example of content.

438
00:16:26,980 --> 00:16:29,950
Rich. People love to know how to knit new things,

439
00:16:30,160 --> 00:16:31,450
how to get new patterns.

440
00:16:31,480 --> 00:16:33,280
Pete tells me he's always Googled,

441
00:16:35,770 --> 00:16:36,850
but it might not be,

442
00:16:36,850 --> 00:16:39,010
if you're doing gifts for say,

443
00:16:39,400 --> 00:16:39,880
I don't know,

444
00:16:39,910 --> 00:16:41,410
cufflinks, you may be,

445
00:16:41,770 --> 00:16:45,760
that's quite content pure because people aren't necessarily wanting to know

446
00:16:46,000 --> 00:16:47,590
how the cufflinks are made.

447
00:16:47,800 --> 00:16:48,730
You don't really care.

448
00:16:48,790 --> 00:16:52,720
Right? And most people don't care about your business either.

449
00:16:52,720 --> 00:16:54,340
So it's constant pause.

450
00:16:54,340 --> 00:16:56,020
There's not much to write about that.

451
00:16:56,170 --> 00:17:00,100
Yeah. There's only so many times you can talk about cufflinks

452
00:17:00,100 --> 00:17:01,900
and how to wear cufflinks.

453
00:17:02,740 --> 00:17:06,610
Yeah. And different styles of cufflinks and how cufflinks are made

454
00:17:09,340 --> 00:17:10,000
pretty fast.

455
00:17:10,120 --> 00:17:12,850
So there's two challenges that come up there for content,

456
00:17:12,850 --> 00:17:13,870
rich businesses.

457
00:17:14,200 --> 00:17:15,040
Like MarkTen like,

458
00:17:15,040 --> 00:17:17,680
Nitten, we have to find a new spin on the content.

459
00:17:17,680 --> 00:17:19,510
We have to find a way to kind of twist it.

460
00:17:19,510 --> 00:17:23,290
That makes it unique to us for content pure industries.

461
00:17:23,770 --> 00:17:25,960
You have to find stuff that people actually want to know

462
00:17:25,960 --> 00:17:27,340
about. Right.

463
00:17:27,490 --> 00:17:30,730
And a lot of that comes through solving people's problems.

464
00:17:31,120 --> 00:17:34,210
People might not be in the market right now to buy

465
00:17:34,210 --> 00:17:35,380
some new cufflinks,

466
00:17:35,770 --> 00:17:39,490
but they are interested in making the most of the wardrobe

467
00:17:39,490 --> 00:17:40,480
that they've already got.

468
00:17:40,690 --> 00:17:44,920
They might be interested and passionate fans for that center.

469
00:17:44,980 --> 00:17:46,690
Yes. Fashion trends for that summer.

470
00:17:47,020 --> 00:17:50,430
So when we can solve people's problems,

471
00:17:51,000 --> 00:17:52,650
not necessarily talk about the product,

472
00:17:52,650 --> 00:17:53,880
but talk about people's problems.

473
00:17:53,880 --> 00:17:55,170
That's how we draw people in,

474
00:17:55,680 --> 00:17:56,760
because that's what we want to be doing.

475
00:17:56,760 --> 00:17:59,880
We want to be drawing people into our brand because if

476
00:17:59,880 --> 00:18:02,100
you go into the street now and ask the first hundred

477
00:18:02,100 --> 00:18:03,270
people that you see,

478
00:18:03,480 --> 00:18:04,860
if the want to buy your stuff,

479
00:18:05,280 --> 00:18:07,200
then probably 99% of them are going to say,

480
00:18:07,200 --> 00:18:09,060
no, you might get lucky with the 1%.

481
00:18:09,120 --> 00:18:11,370
But rather than glues that 99%,

482
00:18:11,610 --> 00:18:14,340
we have to keep them attracted to us.

483
00:18:14,640 --> 00:18:16,290
So when they are ready to buy,

484
00:18:16,320 --> 00:18:18,330
they'll at least consider us.

485
00:18:18,830 --> 00:18:23,180
Where does the concept of the promise of a lifestyle come

486
00:18:23,180 --> 00:18:26,120
in? Does that overlay both or is that more in the

487
00:18:26,120 --> 00:18:27,260
content? Pure one.

488
00:18:29,000 --> 00:18:29,650
Yeah. Explain.

489
00:18:30,080 --> 00:18:30,410
I'm just,

490
00:18:30,410 --> 00:18:35,330
I'm thinking like the image of let's take a Mercedes-Benz for

491
00:18:35,330 --> 00:18:39,260
example, the idea that if you own that car,

492
00:18:39,260 --> 00:18:41,120
you have a certain type of lifestyle.

493
00:18:41,120 --> 00:18:45,050
So all the marketing is around good-looking men and women around

494
00:18:45,050 --> 00:18:45,760
that car.

495
00:18:45,770 --> 00:18:46,490
They're going on,

496
00:18:46,490 --> 00:18:47,750
plush, vacations,

497
00:18:47,780 --> 00:18:49,550
driving in the car,

498
00:18:49,820 --> 00:18:50,030
you know?

499
00:18:50,030 --> 00:18:53,090
So the car then owner ownership of the car,

500
00:18:53,090 --> 00:18:57,200
but subtly equates to a lifestyle That's probably in more of

501
00:18:57,200 --> 00:18:57,650
the content,

502
00:18:57,650 --> 00:18:58,190
pure things,

503
00:18:58,190 --> 00:18:59,150
cars, cars,

504
00:18:59,630 --> 00:19:00,530
big products,

505
00:19:00,560 --> 00:19:05,390
people aren't going to buy those or mass many times in

506
00:19:05,390 --> 00:19:06,110
their lives.

507
00:19:06,320 --> 00:19:10,220
So they do have to kind of associate the brand with

508
00:19:10,580 --> 00:19:11,450
something else.

509
00:19:11,480 --> 00:19:15,440
Yeah. People buy something to tell the world what they're all

510
00:19:15,440 --> 00:19:17,240
about. So if they,

511
00:19:17,530 --> 00:19:21,530
they would buy it because that means I have this lifestyle

512
00:19:21,530 --> 00:19:21,950
and not,

513
00:19:22,100 --> 00:19:23,150
and everyone knows that.

514
00:19:23,210 --> 00:19:26,120
Yeah. You're buying the recognition for yourself.

515
00:19:26,150 --> 00:19:26,990
It's that vintage.

516
00:19:27,020 --> 00:19:28,820
Yeah. Taking it back to chippers.

517
00:19:28,820 --> 00:19:32,840
People are buying tubers because they think they're cool because the

518
00:19:32,840 --> 00:19:33,590
one I live,

519
00:19:33,650 --> 00:19:35,330
I also have an awesome weekend.

520
00:19:35,480 --> 00:19:36,650
Yeah. So if you can,

521
00:19:36,710 --> 00:19:41,300
okay. That's driving it into a lifestyle of feel like if

522
00:19:41,450 --> 00:19:42,980
you own this product,

523
00:19:43,190 --> 00:19:46,940
then you're a step closer to whatever that feeling is or

524
00:19:46,940 --> 00:19:48,260
that experiences.

525
00:19:48,380 --> 00:19:49,310
Yeah, exactly.

526
00:19:49,340 --> 00:19:50,510
So for sample,

527
00:19:50,540 --> 00:19:51,890
when it comes to your content,

528
00:19:52,130 --> 00:19:56,690
the recipe for your perfect content is something that's aligned to

529
00:19:56,690 --> 00:19:57,860
your brand values.

530
00:19:58,370 --> 00:20:01,610
Okay. And so it maximizes you and what you're all about

531
00:20:01,670 --> 00:20:03,980
so that people get to know you trust you and like

532
00:20:03,990 --> 00:20:07,010
yeah. It links in with their problems.

533
00:20:07,070 --> 00:20:11,390
So it draws them in and it's also aspirational.

534
00:20:11,660 --> 00:20:13,400
Okay. So chubby is,

535
00:20:13,430 --> 00:20:15,860
is the best jacuzzis in the world.

536
00:20:15,890 --> 00:20:16,700
For example,

537
00:20:17,690 --> 00:20:21,110
10 things you can do on a $10 budget this weekend

538
00:20:21,140 --> 00:20:22,430
to live like a rock star.

539
00:20:22,760 --> 00:20:26,810
So it's all about how to live this awesome lifestyle in

540
00:20:26,810 --> 00:20:27,560
your Chubbies,

541
00:20:27,590 --> 00:20:30,770
right? Because if you're wearing TVs,

542
00:20:30,770 --> 00:20:33,110
you have only really where to me is when it's hot

543
00:20:33,110 --> 00:20:35,390
and when you're doing something fun or you going out,

544
00:20:35,390 --> 00:20:37,400
right. That's two Brits talking here.

545
00:20:37,400 --> 00:20:40,490
So yeah.

546
00:20:41,360 --> 00:20:43,850
That Lincoln into that aspirational message.

547
00:20:44,300 --> 00:20:46,550
Right. And then they make it share where the,

548
00:20:46,550 --> 00:20:51,010
so one of the reasons people share is because it makes

549
00:20:51,010 --> 00:20:52,600
them look good to share it.

550
00:20:52,600 --> 00:20:53,320
So with that,

551
00:20:53,380 --> 00:20:54,640
if you're creating content,

552
00:20:54,640 --> 00:20:57,240
like the world's best freezes,

553
00:20:58,210 --> 00:20:58,900
if you share,

554
00:20:58,900 --> 00:21:02,230
it kind of makes you look cool in their eyes.

555
00:21:02,920 --> 00:21:03,880
Right. Because it's like,

556
00:21:03,910 --> 00:21:06,610
Hey, I know where the best places to coach a Cruzan

557
00:21:06,610 --> 00:21:07,270
is. Right.

558
00:21:07,420 --> 00:21:08,020
It's all that.

559
00:21:08,020 --> 00:21:09,010
Self-image not.

560
00:21:09,010 --> 00:21:10,480
What does that say about you?

561
00:21:10,750 --> 00:21:11,380
What says that,

562
00:21:11,440 --> 00:21:14,640
unlike the extreme kind of guy that likes to live in

563
00:21:14,660 --> 00:21:16,540
amazing weekend fun.

564
00:21:17,350 --> 00:21:22,270
Yeah. It's really get into those nitty-gritty like emotions and the

565
00:21:22,270 --> 00:21:24,260
image and things like that.

566
00:21:24,350 --> 00:21:26,410
Aspirational message people really want.

567
00:21:26,410 --> 00:21:28,990
So what we really want people to do that are listening

568
00:21:29,020 --> 00:21:33,670
is to stop thinking about creating content just around the product.

569
00:21:33,700 --> 00:21:36,460
Yes. Because that's only going to get you so far.

570
00:21:36,550 --> 00:21:38,080
We need to be thinking a bit broader.

571
00:21:38,080 --> 00:21:41,080
How do we draw people in without just talking about features

572
00:21:41,080 --> 00:21:43,750
and benefits is what kind of marketers have been plugged for

573
00:21:43,750 --> 00:21:44,320
years now?

574
00:21:44,320 --> 00:21:44,980
What's the features,

575
00:21:44,980 --> 00:21:45,640
what's the benefits.

576
00:21:45,640 --> 00:21:46,960
That's what we have to talk about,

577
00:21:47,200 --> 00:21:49,510
but try to think more about the problems that you solve

578
00:21:49,510 --> 00:21:50,800
it. Yes.

579
00:21:51,330 --> 00:21:53,280
Yeah. And so let me summarize here.

580
00:21:53,460 --> 00:21:56,460
I think you were really talking about in terms of content

581
00:21:56,460 --> 00:22:00,540
marketing, four points align with your brand values.

582
00:22:00,540 --> 00:22:02,550
So that is what your company stands for.

583
00:22:02,550 --> 00:22:03,380
What's important.

584
00:22:03,390 --> 00:22:05,520
And what represents your brand,

585
00:22:06,030 --> 00:22:11,790
Jen, linked to problems that your customers have use that for

586
00:22:11,790 --> 00:22:16,470
content, make it aspirational that ties in a little bit of

587
00:22:16,470 --> 00:22:19,860
the lifestyle that we're talking about and then make sure to

588
00:22:19,860 --> 00:22:22,410
position it so that it's share-worthy so people,

589
00:22:22,560 --> 00:22:26,880
they are looked back upon as a valuable informant because they've

590
00:22:26,880 --> 00:22:28,380
shared content that you've created.

591
00:22:29,010 --> 00:22:30,240
Yes. Yeah.

592
00:22:30,360 --> 00:22:31,920
It's that social currency.

593
00:22:32,880 --> 00:22:34,140
It makes him look good.

594
00:22:34,320 --> 00:22:35,910
Yeah. Like for example,

595
00:22:36,090 --> 00:22:37,380
this is a secret bar.

596
00:22:37,440 --> 00:22:38,790
Okay. It's not so secret anymore,

597
00:22:38,820 --> 00:22:39,540
which is totally wrong.

598
00:22:39,900 --> 00:22:44,310
But this a secret bar in New York and it's called,

599
00:22:44,310 --> 00:22:46,050
please don't tell.

600
00:22:46,050 --> 00:22:48,740
And the only way to get to it is to go

601
00:22:48,740 --> 00:22:49,860
into this restaurant.

602
00:22:49,860 --> 00:22:50,070
I mean,

603
00:22:50,070 --> 00:22:51,630
it's just a standard restaurant.

604
00:22:51,720 --> 00:22:53,310
You wouldn't blink an eye at it,

605
00:22:53,310 --> 00:22:56,220
just a normal restaurant you go in and it's like a

606
00:22:56,220 --> 00:22:59,070
novelty telephone box in the corner.

607
00:22:59,700 --> 00:23:01,710
Again, you wouldn't really think anymore about it.

608
00:23:01,740 --> 00:23:04,920
But if you go into that telephone box and dial zero,

609
00:23:05,070 --> 00:23:08,190
you have to go inside the secret bar right now.

610
00:23:08,200 --> 00:23:09,270
How cool is that?

611
00:23:09,600 --> 00:23:10,680
That's remarkable.

612
00:23:10,860 --> 00:23:11,910
If I was in that bar,

613
00:23:11,940 --> 00:23:13,860
I would be taking so many selfies.

614
00:23:14,160 --> 00:23:16,410
Right. I'm in a secret bar,

615
00:23:17,410 --> 00:23:20,670
right? Because it makes you look good.

616
00:23:20,940 --> 00:23:24,420
We want people to take that same principle and apply it

617
00:23:24,420 --> 00:23:25,260
to their content.

618
00:23:25,440 --> 00:23:28,860
So we want people to make others look good with the

619
00:23:28,890 --> 00:23:33,840
content, make your target audience look good by giving them something

620
00:23:33,840 --> 00:23:34,860
that they can share.

621
00:23:35,610 --> 00:23:40,020
Okay. So I am thinking that a lot of our listeners

622
00:23:40,020 --> 00:23:40,500
are saying,

623
00:23:40,530 --> 00:23:45,000
okay, I'm super creative already with my product,

624
00:23:45,320 --> 00:23:49,910
but I have absolutely no idea how I would do this

625
00:23:49,910 --> 00:23:50,870
with my product.

626
00:23:51,890 --> 00:23:53,660
Yes. And let's go further.

627
00:23:53,660 --> 00:23:54,230
Let's say,

628
00:23:54,260 --> 00:23:57,830
okay, I'm going to say that my product is because your

629
00:23:57,830 --> 00:23:59,510
first thing you need to do is you need to define

630
00:23:59,510 --> 00:24:01,400
if you're content rich or content poor.

631
00:24:02,840 --> 00:24:05,900
Can you give our listeners a couple of ideas of how

632
00:24:05,900 --> 00:24:10,280
they could start thinking and gravitating to what would be that

633
00:24:10,280 --> 00:24:13,610
thing that is shareable and aspirational?

634
00:24:13,790 --> 00:24:15,500
How do they get to those thoughts?

635
00:24:16,430 --> 00:24:20,290
So there is a cool strategy that we use.

636
00:24:20,440 --> 00:24:21,760
We usually do it on a whiteboard.

637
00:24:21,760 --> 00:24:23,470
So I'm not sure if this is going to come off

638
00:24:23,470 --> 00:24:24,340
well on a podcast,

639
00:24:24,340 --> 00:24:25,180
but we'll give it a go.

640
00:24:25,480 --> 00:24:29,710
So it's called problem maps by another British marketer called<inaudible>,

641
00:24:30,760 --> 00:24:32,050
who is an awesome marketer as well.

642
00:24:32,050 --> 00:24:33,130
If you want to check him out.

643
00:24:33,490 --> 00:24:38,470
So he wrote a book called stickier marketing that kind of

644
00:24:38,530 --> 00:24:41,620
debated whether the features and benefits were still relevant.

645
00:24:42,040 --> 00:24:45,760
So what you do is you kind of throw a grid

646
00:24:46,030 --> 00:24:47,200
and it's four by four,

647
00:24:47,560 --> 00:24:53,500
and then you create four headline problems that your product solves.

648
00:24:53,710 --> 00:24:54,880
What's a good example here.

649
00:24:54,970 --> 00:24:55,330
Yeah. Well,

650
00:24:55,330 --> 00:24:56,140
let's do a gift.

651
00:24:56,230 --> 00:24:59,950
Let's do a candles candles,

652
00:24:59,980 --> 00:25:00,730
right? Okay.

653
00:25:02,800 --> 00:25:06,280
So what problems do candles solve?

654
00:25:06,520 --> 00:25:07,090
What problems to,

655
00:25:07,240 --> 00:25:07,630
of solve.

656
00:25:07,660 --> 00:25:09,100
Okay. So they,

657
00:25:09,340 --> 00:25:11,920
my home doesn't smell very good.

658
00:25:12,070 --> 00:25:13,120
Yeah. That's a problem.

659
00:25:14,110 --> 00:25:17,380
My home doesn't look very good without candles.

660
00:25:17,410 --> 00:25:18,220
That's a problem.

661
00:25:18,880 --> 00:25:20,770
I want to relax at night.

662
00:25:21,100 --> 00:25:24,820
I want to find some cheaper alternatives to decorate my home

663
00:25:25,660 --> 00:25:28,780
Or decorating for a special party or something Special party.

664
00:25:28,780 --> 00:25:32,700
And I can't find a cost efficient way of creating and

665
00:25:32,710 --> 00:25:35,380
that the guy that I went to relax at night.

666
00:25:35,410 --> 00:25:38,770
Yeah. So that's kind of like four main headline problems that

667
00:25:38,770 --> 00:25:41,410
you've got there that you can start creating content about.

668
00:25:41,830 --> 00:25:43,600
And that's where people usually stop.

669
00:25:43,960 --> 00:25:47,200
But then what this tool does is it takes each of

670
00:25:47,200 --> 00:25:50,170
those four headline problems and it asks you to think of

671
00:25:50,170 --> 00:25:53,920
three more result in problems from that.

672
00:25:54,190 --> 00:25:57,820
Okay. So my home doesn't look very good.

673
00:25:57,940 --> 00:25:59,830
What is the result and problem from that?

674
00:26:00,140 --> 00:26:02,410
Okay. So my friends don't want to come over.

675
00:26:02,500 --> 00:26:06,520
Yeah. I don't want to host that because my house,

676
00:26:06,580 --> 00:26:08,860
I'm not confident about my house looking at,

677
00:26:09,130 --> 00:26:10,600
or thinking on the spot here.

678
00:26:11,570 --> 00:26:14,860
It's not exciting and comfortable to come home because I just

679
00:26:14,860 --> 00:26:16,030
don't like,

680
00:26:16,170 --> 00:26:17,920
it's not a comfortable atmosphere.

681
00:26:18,160 --> 00:26:19,120
Yeah, exactly.

682
00:26:19,120 --> 00:26:19,390
I don't.

683
00:26:19,390 --> 00:26:21,970
And I don't like coming back home cause it doesn't feel

684
00:26:22,120 --> 00:26:22,780
like a home.

685
00:26:22,780 --> 00:26:23,890
It just feels like a house.

686
00:26:24,490 --> 00:26:25,060
We usually,

687
00:26:25,060 --> 00:26:27,760
once we've got like a group of people together and we've

688
00:26:27,760 --> 00:26:29,500
got a whiteboard and we're going for it,

689
00:26:29,770 --> 00:26:31,810
you can really come up with loads of ideas if you

690
00:26:31,810 --> 00:26:32,830
kind of push yourself.

691
00:26:32,950 --> 00:26:36,340
Yeah. So we usually go for three resulting problems each,

692
00:26:36,340 --> 00:26:38,500
but then we push them and they come up with more.

693
00:26:38,770 --> 00:26:39,490
And by the end of it,

694
00:26:40,570 --> 00:26:44,010
all these problems that their product solves.

695
00:26:44,250 --> 00:26:46,950
And then we start looking at what's crossing over.

696
00:26:47,310 --> 00:26:48,210
So you can,

697
00:26:48,420 --> 00:26:51,330
you can have result in problems that fall into different categories.

698
00:26:51,570 --> 00:26:53,250
Then we apply those to the brand values.

699
00:26:53,250 --> 00:26:55,050
So what kind of makes sense to talk about,

700
00:26:55,110 --> 00:26:57,600
and then all of a sudden you've got actual content that

701
00:26:57,600 --> 00:27:02,940
is more enticing than just here's my condo compared to five

702
00:27:02,940 --> 00:27:07,200
ways to make your home look affordable on a hundred dollars

703
00:27:07,230 --> 00:27:10,850
budget. Not only that it's not a Brown the product anymore,

704
00:27:10,850 --> 00:27:13,970
but I think so often now there's a big topic that

705
00:27:13,970 --> 00:27:17,000
comes about and everybody's writing on the same topic.

706
00:27:17,150 --> 00:27:19,010
And I think when you get niched into some of these

707
00:27:19,010 --> 00:27:20,390
industries, like candles,

708
00:27:20,420 --> 00:27:22,220
everyone's writing about the same thing too,

709
00:27:22,250 --> 00:27:23,900
even if it's not just the product.

710
00:27:24,590 --> 00:27:26,840
So this is a way to get down to some really

711
00:27:26,840 --> 00:27:32,540
creative stand out and dare I say remarkable types of topics.

712
00:27:32,690 --> 00:27:37,520
Yeah. Because once you apply the problem maps to a strong

713
00:27:37,520 --> 00:27:40,250
brand and a strong aspiration,

714
00:27:40,340 --> 00:27:42,630
that's when things really stopped flying.

715
00:27:43,160 --> 00:27:45,110
So problem ups will take you so far,

716
00:27:45,170 --> 00:27:48,500
but say if this candle company had a great brand,

717
00:27:48,770 --> 00:27:50,240
I'd say if it was,

718
00:27:50,270 --> 00:27:50,630
I don't know,

719
00:27:50,630 --> 00:27:51,860
a cheeky candle company.

720
00:27:52,100 --> 00:27:56,990
Yeah. You could sit and start talking about funny ways to

721
00:27:56,990 --> 00:27:58,730
decorate your home,

722
00:27:58,730 --> 00:27:59,420
this Halloween.

723
00:27:59,750 --> 00:28:03,830
Yeah. People that did the S and we'll talk him through

724
00:28:03,830 --> 00:28:04,190
it and they,

725
00:28:04,520 --> 00:28:05,390
yeah, well,

726
00:28:05,780 --> 00:28:07,580
this isn't going to produce much,

727
00:28:07,700 --> 00:28:09,440
but actually like once they've gone through it,

728
00:28:09,500 --> 00:28:11,720
I'll let them away because they'll come up with so many

729
00:28:11,720 --> 00:28:12,530
more mature,

730
00:28:12,530 --> 00:28:15,290
cooler ideas and I'll say it it's incredible.

731
00:28:15,920 --> 00:28:19,130
Well, and I think also it really excites you with your

732
00:28:19,130 --> 00:28:22,370
business. One of the things with our listeners is they might've

733
00:28:22,370 --> 00:28:24,710
been in business for a while and they've gotten stuck.

734
00:28:24,710 --> 00:28:24,920
You know,

735
00:28:24,920 --> 00:28:26,390
they've been doing the same thing.

736
00:28:26,750 --> 00:28:29,750
They're not seeing an increase in sales.

737
00:28:29,750 --> 00:28:30,890
It's just kind of the same old,

738
00:28:30,890 --> 00:28:31,700
same old holidays,

739
00:28:31,700 --> 00:28:32,270
come and go.

740
00:28:32,270 --> 00:28:34,130
And they're repeating the same types of things.

741
00:28:34,520 --> 00:28:40,070
This idea for content marketing and brand new content and content

742
00:28:40,070 --> 00:28:43,370
marketing just doesn't mean emails or social media posts.

743
00:28:43,670 --> 00:28:45,890
It could be window display themes.

744
00:28:46,190 --> 00:28:49,850
Like it could go permeate throughout the whole business.

745
00:28:49,850 --> 00:28:52,700
Right. So it's a way to reignite.

746
00:28:52,700 --> 00:28:57,170
And re-energize a brand that's kind of gotten into kind of

747
00:28:57,170 --> 00:28:59,330
just petering along if you will.

748
00:28:59,720 --> 00:29:00,650
Exactly. Yeah.

749
00:29:01,900 --> 00:29:02,540
We have sent it.

750
00:29:02,540 --> 00:29:06,770
Love how you phrase that because we're all about having fun

751
00:29:06,770 --> 00:29:07,700
in your business.

752
00:29:08,120 --> 00:29:09,350
And I will be in town.

753
00:29:10,280 --> 00:29:11,240
Couldn't get that one.

754
00:29:12,950 --> 00:29:14,210
If you're not having fun,

755
00:29:14,240 --> 00:29:15,560
if you're not being yourself,

756
00:29:16,340 --> 00:29:19,370
then things start to become a whole lot harder.

757
00:29:19,730 --> 00:29:23,480
One of the biggest issues we see these days is people

758
00:29:23,480 --> 00:29:25,970
pretending to be someone that they're not,

759
00:29:26,660 --> 00:29:28,790
or someone who they think they should be.

760
00:29:29,480 --> 00:29:32,660
Now, I'm going to use this professional bullying color.

761
00:29:32,720 --> 00:29:36,050
And I'm going to use all this jargon and try and

762
00:29:36,050 --> 00:29:40,340
make myself sound really good and corporate and sound like I

763
00:29:40,340 --> 00:29:41,150
have a big team.

764
00:29:41,560 --> 00:29:44,530
Me, I'm going to use words like we and us when

765
00:29:44,530 --> 00:29:45,460
really it's just,

766
00:29:45,490 --> 00:29:46,810
I and me,

767
00:29:47,140 --> 00:29:48,610
as soon as you start doing that,

768
00:29:48,670 --> 00:29:50,830
it becomes fake and it's not real.

769
00:29:50,830 --> 00:29:52,360
And people don't quite Trish.

770
00:29:52,360 --> 00:29:52,720
You don't,

771
00:29:52,750 --> 00:29:53,740
they don't quite see you.

772
00:29:53,740 --> 00:29:55,180
It's not real enough for them.

773
00:29:55,410 --> 00:29:57,750
They may not be saying that they don't believe you,

774
00:29:57,750 --> 00:29:58,590
but there's just,

775
00:29:58,680 --> 00:29:59,820
there's not the connection.

776
00:29:59,820 --> 00:30:02,130
It's not coming together Exactly.

777
00:30:02,280 --> 00:30:06,300
By being more real and just being more you,

778
00:30:07,080 --> 00:30:09,120
which is why the brand is so important,

779
00:30:09,690 --> 00:30:12,090
then all of a sudden you start to get people that

780
00:30:12,210 --> 00:30:13,740
really like you and trust you.

781
00:30:14,130 --> 00:30:16,050
Who cares if people don't like you,

782
00:30:16,650 --> 00:30:20,220
we were actually really proud if someone like comments on one

783
00:30:20,220 --> 00:30:21,510
of our videos and says,

784
00:30:21,540 --> 00:30:22,590
I hate you guys.

785
00:30:23,100 --> 00:30:24,240
No, one's really ever done that.

786
00:30:24,270 --> 00:30:25,530
But I was just going to ask,

787
00:30:25,530 --> 00:30:26,880
do you think so,

788
00:30:28,380 --> 00:30:30,690
But there's this lady called Sue,

789
00:30:33,240 --> 00:30:33,690
But you know,

790
00:30:33,690 --> 00:30:37,470
the thing is not everyone is gonna like and resonate with

791
00:30:37,470 --> 00:30:38,730
you. And if people do,

792
00:30:38,730 --> 00:30:41,730
then you're probably pretty bland and right down the center.

793
00:30:41,760 --> 00:30:42,180
I mean,

794
00:30:42,240 --> 00:30:43,740
you're talking about being remarkable,

795
00:30:43,740 --> 00:30:44,610
being different.

796
00:30:44,940 --> 00:30:46,260
And by doing that,

797
00:30:46,500 --> 00:30:51,030
you're probably going to only capture some segment of an audience,

798
00:30:51,270 --> 00:30:52,920
but they're going to love you.

799
00:30:53,130 --> 00:30:56,850
Like the people that I with you will love you.

800
00:30:57,060 --> 00:30:57,990
And that's what you want.

801
00:30:57,990 --> 00:30:58,830
They're going to buy from you.

802
00:30:58,830 --> 00:31:00,000
They're going to support you.

803
00:31:00,180 --> 00:31:02,010
They're going to share your stuff,

804
00:31:02,400 --> 00:31:03,000
all of that.

805
00:31:03,000 --> 00:31:06,000
And we don't need millions of followers to be successful.

806
00:31:06,000 --> 00:31:08,700
We need people who are committed and loyal.

807
00:31:09,120 --> 00:31:09,990
Yeah. Like we,

808
00:31:09,990 --> 00:31:11,910
you want to run this divisive.

809
00:31:11,940 --> 00:31:13,170
You want a modern light Brown.

810
00:31:13,180 --> 00:31:15,450
Do you want people to love you or hate you?

811
00:31:15,510 --> 00:31:17,580
Because either way there'll be talking about you.

812
00:31:17,900 --> 00:31:22,110
I'd rather have 50 people that love me and we're by

813
00:31:22,110 --> 00:31:25,590
and share everything we do than have a hundred people that

814
00:31:26,760 --> 00:31:27,000
you know,

815
00:31:27,060 --> 00:31:28,290
on the fence about us.

816
00:31:28,470 --> 00:31:30,270
Absolutely. Yeah.

817
00:31:30,540 --> 00:31:31,140
Yeah. It's,

818
00:31:31,140 --> 00:31:34,200
it's so important to have a brand and to be a

819
00:31:34,200 --> 00:31:37,080
little bit more Eddy with your business and with your content.

820
00:31:37,440 --> 00:31:39,300
How many barring blogs have you read?

821
00:31:39,720 --> 00:31:41,640
Well, that's true.

822
00:31:41,790 --> 00:31:44,190
And I don't even know if we want to go there,

823
00:31:44,190 --> 00:31:45,930
but I'm just going to bring this up and maybe we

824
00:31:45,930 --> 00:31:48,210
can talk to us really quick about it.

825
00:31:48,300 --> 00:31:48,990
Most people,

826
00:31:48,990 --> 00:31:52,110
the typical thing is you'll do a blog and then let's

827
00:31:52,110 --> 00:31:53,910
say your blog is fabulous though.

828
00:31:53,910 --> 00:31:55,860
Okay. Let's say your blog is fabulous,

829
00:31:55,860 --> 00:31:58,500
but you're needing to attract more people.

830
00:31:58,860 --> 00:32:01,440
So you're going to get people over to an email list.

831
00:32:01,500 --> 00:32:05,370
And then you're going to email the content of your blog,

832
00:32:05,580 --> 00:32:07,710
right? Or video in your case,

833
00:32:08,130 --> 00:32:10,470
what are your tricks as just the final?

834
00:32:10,470 --> 00:32:12,720
We're going to round this out with a couple of points,

835
00:32:12,720 --> 00:32:16,920
but how do you get people to open your emails if

836
00:32:16,920 --> 00:32:18,180
they don't know you already?

837
00:32:18,180 --> 00:32:19,980
Because once people open emails,

838
00:32:19,990 --> 00:32:22,500
they're going to open every single one because you guys are

839
00:32:22,770 --> 00:32:24,750
entertaining, informative,

840
00:32:24,870 --> 00:32:25,980
super fun.

841
00:32:26,280 --> 00:32:27,900
And your videos are pretty quick.

842
00:32:27,930 --> 00:32:29,930
And for gift biz listeners who don't know him,

843
00:32:29,930 --> 00:32:32,310
I want you guys to go see what I mean?

844
00:32:32,310 --> 00:32:34,920
Just go to Andrew and pete.com,

845
00:32:35,100 --> 00:32:36,570
sign up for their newsletter.

846
00:32:36,600 --> 00:32:38,040
You've got to be seen these.

847
00:32:38,040 --> 00:32:39,030
They are awesome.

848
00:32:39,050 --> 00:32:42,680
And speak to everything you guys are already talking about.

849
00:32:43,040 --> 00:32:44,330
But back it up,

850
00:32:44,570 --> 00:32:48,620
if someone is just starting out with this blogging and then

851
00:32:48,620 --> 00:32:49,400
doing emails,

852
00:32:49,400 --> 00:32:51,650
how do you get people to open those emails?

853
00:32:51,910 --> 00:32:53,740
Okay. So I think we've got a few points on here.

854
00:32:53,960 --> 00:32:55,030
I think maybe we've got plenty.

855
00:32:55,090 --> 00:32:59,160
So what I would definitely say is indoctrinations here is,

856
00:32:59,160 --> 00:32:59,980
is a must.

857
00:33:00,010 --> 00:33:03,910
So when you are assigning people up to your email list,

858
00:33:03,940 --> 00:33:06,790
you need to be sending a series of emails straight away,

859
00:33:06,790 --> 00:33:07,630
right off the bat,

860
00:33:07,660 --> 00:33:09,310
just so people can get to know you.

861
00:33:09,310 --> 00:33:11,170
It could just be kind of three in a series,

862
00:33:11,470 --> 00:33:12,760
that'd be three German a week.

863
00:33:12,940 --> 00:33:14,860
So people know what to expect from you.

864
00:33:14,980 --> 00:33:16,990
So they can find out a little bit about your brand.

865
00:33:17,050 --> 00:33:19,960
You could introduce yourself personally to them.

866
00:33:20,320 --> 00:33:21,790
If emails are coming up,

867
00:33:21,820 --> 00:33:26,410
people specifically that that's much more open than when it's coming

868
00:33:26,410 --> 00:33:27,220
off the company,

869
00:33:27,250 --> 00:33:29,500
they're easy to ignore because it's kind of faceless.

870
00:33:29,500 --> 00:33:30,850
You don't feel as bad ignoring them.

871
00:33:31,150 --> 00:33:32,410
But if you can introduce,

872
00:33:32,410 --> 00:33:35,410
you personally put a face to the email that really helps

873
00:33:35,410 --> 00:33:36,370
with open rates.

874
00:33:36,430 --> 00:33:41,500
Yeah. I would also by saying this two types of content

875
00:33:41,770 --> 00:33:43,030
that you can put out that,

876
00:33:43,150 --> 00:33:45,610
and this is where we see them.

877
00:33:45,640 --> 00:33:47,080
Most people go wrong.

878
00:33:47,500 --> 00:33:50,650
So you have your primary content and then you have your

879
00:33:50,650 --> 00:33:51,700
second grade content.

880
00:33:51,940 --> 00:33:56,290
So the primary content is completely no sales.

881
00:33:56,500 --> 00:33:58,570
Okay. It's completely educate,

882
00:33:58,630 --> 00:34:01,000
entertain, or provide value.

883
00:34:01,030 --> 00:34:03,460
You want to make people feel happier or smarter.

884
00:34:03,460 --> 00:34:04,900
Once they've consumed it,

885
00:34:04,900 --> 00:34:06,040
read their listened to it,

886
00:34:06,040 --> 00:34:10,900
whatever. So that is the aspirational content that's entertaining or useful

887
00:34:10,900 --> 00:34:12,610
or whatever makes them happier or smarter.

888
00:34:12,640 --> 00:34:14,740
There's absolutely no sales message in the app,

889
00:34:14,800 --> 00:34:15,820
whatever. Okay.

890
00:34:16,240 --> 00:34:20,710
That's there to draw people in and build up your brand

891
00:34:20,710 --> 00:34:22,870
equity, make them like you and trust you.

892
00:34:23,380 --> 00:34:26,410
So that's your primary rich content there that could be a

893
00:34:26,410 --> 00:34:27,790
blog or a video or whatever.

894
00:34:28,270 --> 00:34:32,290
And then you've got your secondary conversion content that is all

895
00:34:32,310 --> 00:34:33,430
the sales content.

896
00:34:33,460 --> 00:34:36,730
Basically. That is what happens if they want to take it

897
00:34:36,730 --> 00:34:37,720
a little bit further.

898
00:34:38,110 --> 00:34:40,240
They want to know if I order this,

899
00:34:40,270 --> 00:34:41,680
when will it arrive?

900
00:34:42,130 --> 00:34:43,690
How good is your service?

901
00:34:43,870 --> 00:34:45,940
How good are you at making these products?

902
00:34:46,150 --> 00:34:47,620
What's the behind the scenes.

903
00:34:47,920 --> 00:34:49,450
I want to see some testimonials.

904
00:34:49,450 --> 00:34:50,480
I want to know this on an,

905
00:34:50,480 --> 00:34:51,820
on about your business.

906
00:34:51,820 --> 00:34:54,220
That's all very selfish content.

907
00:34:54,310 --> 00:34:56,230
And conversion-based.

908
00:34:56,440 --> 00:34:59,830
So when we send out a weekly emails,

909
00:35:00,100 --> 00:35:02,350
it's literally just watch this video.

910
00:35:02,590 --> 00:35:04,330
I'll make you happier or smarter.

911
00:35:05,170 --> 00:35:06,340
We don't use those words,

912
00:35:07,300 --> 00:35:07,660
you know,

913
00:35:07,660 --> 00:35:09,640
and then that's it.

914
00:35:09,760 --> 00:35:10,990
We don't sell in that,

915
00:35:11,140 --> 00:35:13,900
but we do try and inspire a secondary action.

916
00:35:14,110 --> 00:35:15,280
Cause the moment you sell,

917
00:35:15,340 --> 00:35:16,780
then that loses the trust.

918
00:35:17,350 --> 00:35:17,590
And Hey,

919
00:35:17,590 --> 00:35:20,800
so last time I opened Hunter and Pete's email,

920
00:35:21,100 --> 00:35:21,880
it was really good.

921
00:35:21,880 --> 00:35:22,930
And a lent some thin,

922
00:35:23,020 --> 00:35:24,040
or it was really funny.

923
00:35:24,310 --> 00:35:26,200
So next time you send an email,

924
00:35:26,590 --> 00:35:27,790
I'm going to open it again.

925
00:35:27,970 --> 00:35:30,730
Whereas if I was to open Andrew and Pete Tema,

926
00:35:31,570 --> 00:35:33,940
they would tick Lummi in with some sales spiel.

927
00:35:33,940 --> 00:35:36,400
That sounds like they're going to provide me with some value,

928
00:35:36,400 --> 00:35:38,430
but bang and hit me with a sale.

929
00:35:38,910 --> 00:35:41,430
All of a sudden they've wasted my time.

930
00:35:41,460 --> 00:35:43,140
I wasn't in the market to buy right now.

931
00:35:43,140 --> 00:35:44,460
I've not asked for that sale.

932
00:35:44,850 --> 00:35:46,320
I don't really know who you are yet.

933
00:35:46,680 --> 00:35:48,360
You haven't proved yourself to me yet.

934
00:35:48,660 --> 00:35:52,800
So just send primary content and build that prime equity.

935
00:35:52,890 --> 00:35:55,590
And then some point when you're ready,

936
00:35:55,620 --> 00:35:59,100
when you feel like you've built up enough value and credibility

937
00:35:59,100 --> 00:36:00,450
and trust with people,

938
00:36:00,630 --> 00:36:02,130
then send a sales email,

939
00:36:02,370 --> 00:36:08,400
right? We actually get less people unsubscribing on our sales emails

940
00:36:08,460 --> 00:36:10,500
than we do to our actual content,

941
00:36:11,460 --> 00:36:12,480
which is ridiculous.

942
00:36:14,130 --> 00:36:18,390
But that's only because that's only because we've sent them like

943
00:36:18,450 --> 00:36:21,930
20 weeks worth of content that has been pure volume.

944
00:36:22,620 --> 00:36:23,190
They love it.

945
00:36:23,190 --> 00:36:23,760
They share it.

946
00:36:23,760 --> 00:36:24,390
They like it.

947
00:36:24,390 --> 00:36:25,170
They comment on it.

948
00:36:25,230 --> 00:36:26,610
They tell us they really like it.

949
00:36:26,610 --> 00:36:28,560
So that one day when we go,

950
00:36:28,560 --> 00:36:29,040
you know what,

951
00:36:29,040 --> 00:36:30,960
guys, we have this product,

952
00:36:31,170 --> 00:36:31,920
do you want it?

953
00:36:32,490 --> 00:36:33,240
All of a sudden,

954
00:36:33,270 --> 00:36:33,720
they're like,

955
00:36:33,750 --> 00:36:34,200
you know what,

956
00:36:34,200 --> 00:36:35,580
guys, I respect that.

957
00:36:35,610 --> 00:36:36,870
Now you can sell me something.

958
00:36:36,870 --> 00:36:38,100
Now I know all about you.

959
00:36:38,610 --> 00:36:40,500
I'm actually among Penn to that now.

960
00:36:40,620 --> 00:36:41,580
And I Trisha.

961
00:36:41,580 --> 00:36:42,360
So yes,

962
00:36:42,390 --> 00:36:43,080
I will buy it.

963
00:36:43,680 --> 00:36:46,530
Can I just one final point on email marketing as well?

964
00:36:46,560 --> 00:36:50,490
I feel like this is super important specifically for the gift

965
00:36:50,490 --> 00:36:54,510
industry is that segmentation is key with email.

966
00:36:54,570 --> 00:36:56,280
So if people don't know you,

967
00:36:56,280 --> 00:36:57,390
if they've just subscribed,

968
00:36:57,390 --> 00:36:59,970
you don't want to hit them with sales stuff straight away.

969
00:37:00,240 --> 00:37:01,350
If they're already a customer,

970
00:37:01,350 --> 00:37:02,730
if they used to buy them from you,

971
00:37:03,120 --> 00:37:05,580
we can maybe increase that a little bit more than we

972
00:37:05,580 --> 00:37:06,540
would everybody else.

973
00:37:06,720 --> 00:37:08,340
And if we can do that in clever ways,

974
00:37:08,340 --> 00:37:09,120
for example,

975
00:37:09,120 --> 00:37:12,960
I was buying flowers for my mother the other day,

976
00:37:12,960 --> 00:37:15,600
cause it was a birthday and I live in a different

977
00:37:15,600 --> 00:37:18,420
city. So I was buying them online through a website called

978
00:37:18,450 --> 00:37:19,470
into floor.

979
00:37:19,680 --> 00:37:21,090
I don't know if you have that in the States you

980
00:37:21,090 --> 00:37:21,750
can basically,

981
00:37:21,810 --> 00:37:23,850
or the flowers do anywhere in the UK through,

982
00:37:23,850 --> 00:37:24,600
into flora.

983
00:37:24,870 --> 00:37:26,050
One of the tick boxes,

984
00:37:26,100 --> 00:37:27,060
right at the end was,

985
00:37:27,060 --> 00:37:29,910
would you like to be reminded of this via email next

986
00:37:29,910 --> 00:37:31,260
year? And I was like,

987
00:37:31,260 --> 00:37:32,100
yes, I would.

988
00:37:32,220 --> 00:37:33,060
That's good.

989
00:37:34,500 --> 00:37:36,900
So if we can build that into our email as well,

990
00:37:36,990 --> 00:37:39,780
like more clever ways of giving,

991
00:37:39,810 --> 00:37:41,850
cause that's useful and salesy at the same time.

992
00:37:42,890 --> 00:37:46,100
Perfect. Because we're talking about emails and I liked that.

993
00:37:46,100 --> 00:37:49,730
You're talking about build the relationship first and then you have

994
00:37:49,730 --> 00:37:53,630
the right to talk about other things that they can get

995
00:37:53,630 --> 00:37:55,280
by paying your money.

996
00:37:55,310 --> 00:38:00,200
Right. And then also segmenting based on the relationship level that

997
00:38:00,200 --> 00:38:01,730
you have with each customer.

998
00:38:01,790 --> 00:38:02,870
So beautiful.

999
00:38:03,110 --> 00:38:04,490
Perfect. All right.

1000
00:38:04,520 --> 00:38:05,600
And again,

1001
00:38:05,600 --> 00:38:06,980
I just want to make the comment.

1002
00:38:07,010 --> 00:38:08,870
You need to go over and watch them.

1003
00:38:08,870 --> 00:38:11,060
Cause all of this will come full circle.

1004
00:38:11,210 --> 00:38:12,890
When you see one of their emails,

1005
00:38:12,890 --> 00:38:14,210
that includes a video.

1006
00:38:14,210 --> 00:38:15,500
I think there are YouTube videos.

1007
00:38:15,500 --> 00:38:19,430
Pretty sure you'll you'll understand this even more.

1008
00:38:19,430 --> 00:38:21,290
When you see some of the stuff they do plus your

1009
00:38:21,290 --> 00:38:23,060
content is fabulous.

1010
00:38:23,060 --> 00:38:27,320
So I'm saying it twice because I really want people to

1011
00:38:27,320 --> 00:38:27,740
do it.

1012
00:38:28,610 --> 00:38:31,340
Any final things just to close the loop on all that

1013
00:38:31,340 --> 00:38:33,140
we've been talking about to this point.

1014
00:38:33,530 --> 00:38:34,100
Are we good?

1015
00:38:34,930 --> 00:38:37,480
I would say maybe final point Be brave,

1016
00:38:37,660 --> 00:38:38,470
go for it,

1017
00:38:38,590 --> 00:38:39,370
enjoy it.

1018
00:38:39,670 --> 00:38:42,370
And don't be kind of one of these stagnant businesses that

1019
00:38:42,370 --> 00:38:43,360
just copies everybody else.

1020
00:38:43,830 --> 00:38:45,090
Take a risk and make it fun.

1021
00:38:45,090 --> 00:38:45,870
Just like you said,

1022
00:38:47,310 --> 00:38:47,940
Andrew and Pete,

1023
00:38:47,940 --> 00:38:50,820
I want to move now into the reflection section.

1024
00:38:51,150 --> 00:38:52,380
This is a look at you.

1025
00:38:52,380 --> 00:38:56,160
As your candles are burning to see a little bit more

1026
00:38:56,160 --> 00:38:57,780
of what's made you successful.

1027
00:38:58,290 --> 00:39:01,470
What is one natural trait that you have that you think

1028
00:39:01,470 --> 00:39:04,260
you're calling upon all the time that is leading you to

1029
00:39:04,260 --> 00:39:05,070
your successes?

1030
00:39:05,700 --> 00:39:06,630
This is a great question.

1031
00:39:06,690 --> 00:39:08,130
I think for both of us,

1032
00:39:08,160 --> 00:39:10,410
it's probably why we became friends as well.

1033
00:39:10,440 --> 00:39:13,290
Was that we're both super persistent.

1034
00:39:13,770 --> 00:39:15,390
So we hate giving up.

1035
00:39:15,630 --> 00:39:17,400
We don't particularly like lose it.

1036
00:39:17,790 --> 00:39:20,760
We hate the feeling that we haven't tried our best and

1037
00:39:20,760 --> 00:39:25,170
we constantly kind of pushing ourselves forward if things don't work.

1038
00:39:25,590 --> 00:39:28,290
Yeah, it's good in and we hate that feeling,

1039
00:39:28,320 --> 00:39:31,530
but we're always going to keep on trying TRIBE try and

1040
00:39:31,530 --> 00:39:34,790
we're always going to get ourselves back up and pray again.

1041
00:39:34,840 --> 00:39:36,780
Go for the next thing stubborn,

1042
00:39:36,780 --> 00:39:37,950
I think is probably another way.

1043
00:39:42,630 --> 00:39:43,290
There you go.

1044
00:39:43,290 --> 00:39:43,860
And you know,

1045
00:39:43,860 --> 00:39:46,890
for anybody to think that a hundred percent of the things

1046
00:39:46,890 --> 00:39:50,220
that they try are going to be absolutely perfection out of

1047
00:39:50,220 --> 00:39:52,830
the gate has another thing coming because it just,

1048
00:39:52,860 --> 00:39:53,790
it's not reality,

1049
00:39:53,790 --> 00:39:56,490
no matter what you've got to try and with that comes

1050
00:39:56,610 --> 00:39:58,770
some things aren't just going to work and you got to

1051
00:39:58,770 --> 00:39:59,730
try it a different way.

1052
00:39:59,760 --> 00:40:01,710
So that's perfect With,

1053
00:40:01,800 --> 00:40:03,210
with, with that as well.

1054
00:40:03,240 --> 00:40:08,020
Could we add like an unnatural thing as well and an

1055
00:40:08,160 --> 00:40:10,140
unnatural trait that let's not,

1056
00:40:10,170 --> 00:40:11,250
not maybe unnatural,

1057
00:40:11,250 --> 00:40:14,640
but it took some work somewhere and it was something that

1058
00:40:14,640 --> 00:40:17,730
I think every one of your listeners would kind of benefit

1059
00:40:17,730 --> 00:40:20,640
from. It's a quote that we have another quote,

1060
00:40:20,670 --> 00:40:25,350
another quote for you and the Crow is schedule for success.

1061
00:40:25,950 --> 00:40:27,900
So don't just wait for success.

1062
00:40:27,900 --> 00:40:29,460
The Hopkins schedule it in.

1063
00:40:30,180 --> 00:40:34,920
So in the last year we've achieved more than we have

1064
00:40:34,920 --> 00:40:39,030
in the last five years because we have been so much

1065
00:40:39,030 --> 00:40:40,770
more focused,

1066
00:40:40,800 --> 00:40:42,900
productive, and more organized.

1067
00:40:43,410 --> 00:40:45,510
So he wants something to happen.

1068
00:40:46,020 --> 00:40:48,390
Schedule it in your diary.

1069
00:40:49,020 --> 00:40:51,870
So many people don't do this and they wonder why nothing

1070
00:40:51,870 --> 00:40:54,840
happens. Why they're not moving forward in business.

1071
00:40:55,140 --> 00:40:56,220
The talk has,

1072
00:40:56,220 --> 00:40:56,520
you know,

1073
00:40:56,520 --> 00:40:57,000
they will,

1074
00:40:57,240 --> 00:40:58,380
Oh, I'm going to do that.

1075
00:40:58,410 --> 00:40:59,220
I'm going to do this.

1076
00:40:59,220 --> 00:40:59,520
I'm going to,

1077
00:40:59,580 --> 00:41:01,230
when, when is it going to happen?

1078
00:41:01,260 --> 00:41:01,770
Tell me.

1079
00:41:02,010 --> 00:41:06,120
Yeah. Like we literally have every single day scheduled scheduled in

1080
00:41:06,120 --> 00:41:08,340
our diary three months in advance.

1081
00:41:08,370 --> 00:41:10,080
So we know what we're going to do.

1082
00:41:10,230 --> 00:41:10,920
We say,

1083
00:41:10,950 --> 00:41:12,810
okay, what do we want to get achieved in this next

1084
00:41:12,810 --> 00:41:13,500
three months?

1085
00:41:13,890 --> 00:41:15,660
How many days is this going to take us?

1086
00:41:15,960 --> 00:41:18,660
On what days are we going to attribute to doing this

1087
00:41:18,660 --> 00:41:23,580
goal? Never write down a to-do list action without putting it

1088
00:41:23,580 --> 00:41:25,860
in a set and time slot of when you're going to

1089
00:41:25,860 --> 00:41:26,280
do it.

1090
00:41:27,030 --> 00:41:28,920
It's just otherwise it just doesn't get done.

1091
00:41:29,160 --> 00:41:31,200
Yeah. It keeps it so easy just to let it get

1092
00:41:31,200 --> 00:41:32,190
put off to the next day,

1093
00:41:32,190 --> 00:41:32,910
to the next day.

1094
00:41:33,320 --> 00:41:35,690
Do you guys sit down on a quarterly basis and put

1095
00:41:35,690 --> 00:41:36,620
this together?

1096
00:41:36,650 --> 00:41:37,370
How does that work?

1097
00:41:37,750 --> 00:41:38,770
Like at the end of the year,

1098
00:41:38,770 --> 00:41:39,880
we've just done it recently.

1099
00:41:39,880 --> 00:41:42,400
We've planned out what we want to achieve in the first

1100
00:41:42,430 --> 00:41:43,480
we've kind of done the first job,

1101
00:41:43,480 --> 00:41:46,840
but it's more like the first six months we think having

1102
00:41:47,200 --> 00:41:49,990
long-term goals is kind of good to keep you grounded,

1103
00:41:50,440 --> 00:41:52,420
but things change so much.

1104
00:41:52,420 --> 00:41:54,310
So what we've learned is when maybe what,

1105
00:41:54,310 --> 00:41:55,690
six months in advance,

1106
00:41:56,200 --> 00:41:57,910
but three months in advance,

1107
00:41:57,940 --> 00:41:59,800
fully scheduled in each day.

1108
00:42:00,010 --> 00:42:02,320
And then every three months we'll repeat the process.

1109
00:42:02,920 --> 00:42:03,880
We'll give busy listeners.

1110
00:42:03,910 --> 00:42:04,690
You can do that.

1111
00:42:04,690 --> 00:42:06,280
If you're a company of one as well,

1112
00:42:06,670 --> 00:42:07,030
it doesn't.

1113
00:42:08,140 --> 00:42:08,920
Yeah, you don't,

1114
00:42:08,950 --> 00:42:10,030
you don't have to just do it.

1115
00:42:10,030 --> 00:42:11,500
If you have a partner or something like that,

1116
00:42:11,500 --> 00:42:12,070
it's a great,

1117
00:42:12,070 --> 00:42:12,970
that's a great thing.

1118
00:42:13,080 --> 00:42:14,590
And, and new year's is coming around.

1119
00:42:14,590 --> 00:42:18,550
So it's a great resolution to practice practice now and then

1120
00:42:18,550 --> 00:42:20,740
set it fully in place for next year.

1121
00:42:20,740 --> 00:42:25,510
If need be Like unnatural trait.

1122
00:42:26,440 --> 00:42:28,090
That's the one that's attributed.

1123
00:42:28,360 --> 00:42:31,270
I think a lot to our success in slash yet Love

1124
00:42:31,270 --> 00:42:32,080
that you brought that up.

1125
00:42:32,080 --> 00:42:32,710
That's perfect.

1126
00:42:33,070 --> 00:42:37,390
What tool do you guys use regularly besides your scheduler then

1127
00:42:37,510 --> 00:42:40,090
to help you create balance in your life or make sure

1128
00:42:40,090 --> 00:42:41,050
that you're successful.

1129
00:42:41,200 --> 00:42:43,380
Okay. We have a tool for everything that we do.

1130
00:42:44,140 --> 00:42:45,760
We're all about being more scalable.

1131
00:42:46,000 --> 00:42:48,520
I think the tool that we couldn't live without is Google

1132
00:42:48,520 --> 00:42:51,970
drive. We're like super fanboys of Google drive.

1133
00:42:51,970 --> 00:42:53,380
We use it every single day.

1134
00:42:53,530 --> 00:42:55,000
It keeps us both on track.

1135
00:42:55,150 --> 00:42:59,050
We actually pride other schedule in bits of software and decided,

1136
00:42:59,110 --> 00:42:59,710
you know what?

1137
00:42:59,740 --> 00:43:02,320
Let's just do this on a sheet in Google drive because

1138
00:43:02,320 --> 00:43:03,640
it's there and we can use it.

1139
00:43:03,850 --> 00:43:06,820
We can go on our iPads or I found out IMAX,

1140
00:43:06,820 --> 00:43:09,580
we can do it on the go and we can physically

1141
00:43:09,580 --> 00:43:11,020
see to the right on it.

1142
00:43:11,140 --> 00:43:12,550
So it's all in real time.

1143
00:43:12,550 --> 00:43:14,410
Whenever we get a bit of inspiration,

1144
00:43:14,410 --> 00:43:17,140
it can go Google drive podcast prep.

1145
00:43:17,170 --> 00:43:19,150
We're looking at Google drive right now while we're talking to

1146
00:43:19,150 --> 00:43:22,300
you. Perfect.

1147
00:43:24,070 --> 00:43:25,060
So this podcast,

1148
00:43:25,090 --> 00:43:29,140
the most fun one highlight of the day.

1149
00:43:31,000 --> 00:43:35,200
Okay. And now I want to ask you about what book

1150
00:43:35,200 --> 00:43:36,310
you've read lately,

1151
00:43:36,310 --> 00:43:36,700
but I,

1152
00:43:36,730 --> 00:43:37,930
before I do that,

1153
00:43:38,170 --> 00:43:40,030
I, because I'm not going to let you say yours,

1154
00:43:40,030 --> 00:43:41,410
but I will say yours,

1155
00:43:42,220 --> 00:43:46,210
the hippocampus I just finished and it goes a little bit

1156
00:43:46,210 --> 00:43:48,580
deeper dive in some of the things that we've been talking

1157
00:43:48,580 --> 00:43:49,240
about today,

1158
00:43:49,570 --> 00:43:54,250
you guys have actually shared even more different angle versus the

1159
00:43:54,250 --> 00:43:56,530
book, but a great grounding point.

1160
00:43:56,530 --> 00:43:59,500
So I want all of you to consider the hippocampus.

1161
00:43:59,620 --> 00:44:01,240
And I am going to put that one in the show

1162
00:44:01,240 --> 00:44:02,440
notes, for sure.

1163
00:44:04,090 --> 00:44:05,320
And besides yours,

1164
00:44:05,320 --> 00:44:07,750
what other book have you read lately that you think our

1165
00:44:07,750 --> 00:44:09,100
listeners could find value in?

1166
00:44:09,520 --> 00:44:12,760
We really like this book called contagious.

1167
00:44:12,850 --> 00:44:15,250
How to build word of mouth in a digital age,

1168
00:44:15,310 --> 00:44:16,610
by a guy called Joe.

1169
00:44:16,830 --> 00:44:18,520
I don't know how to pronounce his second name,

1170
00:44:18,520 --> 00:44:20,050
but I think it's basher.

1171
00:44:21,130 --> 00:44:23,350
P E R G E R.

1172
00:44:23,620 --> 00:44:26,320
And he talks about piece of research.

1173
00:44:26,350 --> 00:44:26,860
He did,

1174
00:44:27,010 --> 00:44:33,750
which basically describes the six reasons why people share anything or

1175
00:44:33,750 --> 00:44:35,130
why they talk about anything.

1176
00:44:35,430 --> 00:44:37,950
It ties in so much with what we do.

1177
00:44:38,340 --> 00:44:40,020
So that's why we live at summit,

1178
00:44:40,140 --> 00:44:42,510
Right? It's right in line with everything we've been talking about.

1179
00:44:42,990 --> 00:44:43,920
Yeah, exactly.

1180
00:44:44,130 --> 00:44:46,110
The six reasons people shat,

1181
00:44:46,170 --> 00:44:47,610
our social currency,

1182
00:44:48,000 --> 00:44:49,620
just talking about your product,

1183
00:44:49,620 --> 00:44:50,430
make you look good.

1184
00:44:50,820 --> 00:44:54,450
Can you find your inner remarkability triggers?

1185
00:44:54,660 --> 00:44:57,090
It's about by doing this,

1186
00:44:57,090 --> 00:44:58,740
does it trigger something else?

1187
00:44:59,400 --> 00:45:01,890
It goes into talking about emotion,

1188
00:45:02,190 --> 00:45:05,070
public practical value and stories.

1189
00:45:05,310 --> 00:45:06,540
It's really great.

1190
00:45:06,750 --> 00:45:09,560
So I highly recommend that Curiosity.

1191
00:45:09,560 --> 00:45:13,390
So we'll have to check that out and give biz listeners

1192
00:45:13,440 --> 00:45:15,410
just as you're listening to this podcast.

1193
00:45:15,440 --> 00:45:17,480
I know you like audible.

1194
00:45:17,600 --> 00:45:20,840
The hippocampus is on audible cause that's how I listened to

1195
00:45:20,840 --> 00:45:23,270
it. And I think contagious is too.

1196
00:45:23,300 --> 00:45:25,190
So if you haven't already,

1197
00:45:25,220 --> 00:45:27,080
you can jump over to gift biz,

1198
00:45:27,080 --> 00:45:30,410
book.com and get a free book on me.

1199
00:45:30,440 --> 00:45:31,160
That's gift biz,

1200
00:45:31,160 --> 00:45:33,560
book.com. All right,

1201
00:45:33,650 --> 00:45:34,640
Andrew and Pete,

1202
00:45:34,730 --> 00:45:37,790
it is time for me to invite you to dare to

1203
00:45:37,790 --> 00:45:41,030
dream. I'd like to present you with a virtual gift.

1204
00:45:41,300 --> 00:45:45,770
It's a magical box containing unlimited possibilities for your future.

1205
00:45:47,170 --> 00:45:50,930
This is your dream or your goal of almost unreachable height

1206
00:45:51,110 --> 00:45:52,520
that you would wish to obtain.

1207
00:45:52,970 --> 00:45:56,030
Please accept this gift and open it in our presence.

1208
00:45:56,240 --> 00:45:57,740
What is inside your box?

1209
00:46:05,330 --> 00:46:06,800
I think I hear a knock on the door.

1210
00:46:06,800 --> 00:46:07,340
Go open.

1211
00:46:09,380 --> 00:46:10,910
Yeah. We love this question.

1212
00:46:11,000 --> 00:46:13,880
I think you've got a really good book-ended questions here.

1213
00:46:13,910 --> 00:46:18,140
Yeah. So we started building a community of what we're calling,

1214
00:46:18,140 --> 00:46:21,530
not small businesses because we don't really like that term small

1215
00:46:21,530 --> 00:46:23,240
business. I think it's a tiny bit demeaning.

1216
00:46:23,360 --> 00:46:26,120
We're calling them atomic businesses.

1217
00:46:26,540 --> 00:46:27,530
So they are small,

1218
00:46:27,530 --> 00:46:32,210
but mighty because we really all businesses have so much power

1219
00:46:32,240 --> 00:46:33,110
in this day and age,

1220
00:46:33,110 --> 00:46:35,510
especially when you're looking at digital and social trends.

1221
00:46:35,780 --> 00:46:38,180
So much power to do so many great things.

1222
00:46:38,240 --> 00:46:41,630
So we really want to start a revolution of businesses who

1223
00:46:41,630 --> 00:46:42,260
are small,

1224
00:46:42,260 --> 00:46:42,980
but mighty.

1225
00:46:43,310 --> 00:46:45,350
We really want this to catch on business.

1226
00:46:45,350 --> 00:46:48,800
And entrepreneurship has always kind of been our passion and definitely

1227
00:46:48,830 --> 00:46:49,730
that's all we want to do.

1228
00:46:49,760 --> 00:46:52,010
We want to work with other people who are super passionate

1229
00:46:52,010 --> 00:46:54,770
about their business and help them do more fun stuff.

1230
00:46:55,310 --> 00:46:57,920
Yeah. Maybe I play Katy Perry into the buttocks.

1231
00:47:01,040 --> 00:47:01,310
All right.

1232
00:47:01,310 --> 00:47:01,790
You guys,

1233
00:47:01,820 --> 00:47:03,830
I, I'm not even gonna say that's a tall order.

1234
00:47:03,830 --> 00:47:04,760
You just never know,

1235
00:47:07,100 --> 00:47:08,210
but I think you're so right.

1236
00:47:08,210 --> 00:47:10,100
When you talk about small businesses,

1237
00:47:10,100 --> 00:47:12,110
I love that you talk about atomic too,

1238
00:47:12,110 --> 00:47:16,040
because so many people think the size of the smaller businesses

1239
00:47:16,850 --> 00:47:18,500
puts them at a disadvantage.

1240
00:47:18,590 --> 00:47:22,280
I would suggest it puts them at a huge advantage because

1241
00:47:22,700 --> 00:47:23,870
they're very nimble.

1242
00:47:23,900 --> 00:47:24,770
They can change.

1243
00:47:24,800 --> 00:47:26,930
They don't have to go through this hierarchy.

1244
00:47:27,020 --> 00:47:31,120
They can make adjustments and make plans really quickly.

1245
00:47:31,540 --> 00:47:32,260
In my past,

1246
00:47:32,260 --> 00:47:34,450
I used to work with a lot of bigger businesses and

1247
00:47:34,450 --> 00:47:38,470
it took forever or never happened because someone at the top

1248
00:47:38,470 --> 00:47:40,210
who was really somewhat disconnected,

1249
00:47:40,510 --> 00:47:42,340
didn't understand what the value would be.

1250
00:47:42,970 --> 00:47:44,830
So huge opportunities.

1251
00:47:44,830 --> 00:47:45,280
And I love,

1252
00:47:45,310 --> 00:47:46,570
I love that you're rebranding.

1253
00:47:46,570 --> 00:47:49,240
And I love the fact that you've identified that small is

1254
00:47:49,240 --> 00:47:50,740
not necessarily the connotation.

1255
00:47:51,270 --> 00:47:52,770
Yeah. Was that tonic?

1256
00:47:53,160 --> 00:47:54,390
Yeah. You just need,

1257
00:47:54,390 --> 00:47:57,360
like, you need some big sound effect every time you say

1258
00:47:57,360 --> 00:47:57,600
a time,

1259
00:47:59,760 --> 00:48:01,080
I guess Snapchat filter.

1260
00:48:02,940 --> 00:48:03,660
Oh, there you go.

1261
00:48:03,690 --> 00:48:04,200
For sure.

1262
00:48:04,290 --> 00:48:04,680
All right.

1263
00:48:04,680 --> 00:48:06,420
So give biz listeners,

1264
00:48:06,420 --> 00:48:06,720
you know,

1265
00:48:06,720 --> 00:48:08,220
there's going to be a show notes page.

1266
00:48:08,250 --> 00:48:11,700
I will have all of Andrew and Pete social media there,

1267
00:48:11,910 --> 00:48:12,570
the website,

1268
00:48:12,570 --> 00:48:13,290
all of that.

1269
00:48:13,500 --> 00:48:16,140
But for people who are maybe out and about right now,

1270
00:48:16,170 --> 00:48:18,420
not going to access the social media page,

1271
00:48:18,660 --> 00:48:19,740
where would you direct them?

1272
00:48:19,740 --> 00:48:20,130
You guys,

1273
00:48:20,130 --> 00:48:21,510
if they wanted to learn more about you.

1274
00:48:22,260 --> 00:48:25,890
So our website is Andrew and pete.com.

1275
00:48:25,920 --> 00:48:27,810
So that's a super easy one to remember.

1276
00:48:28,710 --> 00:48:30,930
It's the same with all of our social profiles,

1277
00:48:30,930 --> 00:48:33,450
basically. It's just Andrew and Pete.

1278
00:48:33,510 --> 00:48:36,850
Yeah. So it's facebook.com/andrew

1279
00:48:36,850 --> 00:48:38,940
and Pete twitter.com/andrew

1280
00:48:38,940 --> 00:48:42,480
and Pete Snapchat is Andrew and I we're two favorite social

1281
00:48:42,480 --> 00:48:45,900
platforms at the moment where we'll probably hang up most is

1282
00:48:45,900 --> 00:48:47,400
Twitter on Snapchat.

1283
00:48:47,490 --> 00:48:48,900
So say hello there.

1284
00:48:48,930 --> 00:48:49,590
I'm going to say hello.

1285
00:48:49,590 --> 00:48:51,270
Buck Sounds perfect.

1286
00:48:51,780 --> 00:48:52,170
All right.

1287
00:48:52,230 --> 00:48:52,830
You guys,

1288
00:48:53,340 --> 00:48:56,760
you did not disappoint me by any means.

1289
00:48:56,760 --> 00:48:57,120
I mean,

1290
00:48:57,120 --> 00:49:00,570
this has been a truly remarkable podcast.

1291
00:49:00,570 --> 00:49:03,390
I would say lots of great information,

1292
00:49:03,450 --> 00:49:05,940
really actionable things as well.

1293
00:49:06,120 --> 00:49:09,510
Thank you so much for joining me from across the pond.

1294
00:49:09,510 --> 00:49:11,970
I think it's later afternoon for you guys right now.

1295
00:49:12,120 --> 00:49:13,440
So maybe even early evening,

1296
00:49:13,440 --> 00:49:15,720
I'm not sure How far over here.

1297
00:49:16,290 --> 00:49:17,310
So That's not too bad,

1298
00:49:17,370 --> 00:49:18,180
not too bad.

1299
00:49:18,180 --> 00:49:19,110
So again,

1300
00:49:19,110 --> 00:49:19,770
I really,

1301
00:49:19,770 --> 00:49:20,790
really appreciate it.

1302
00:49:20,790 --> 00:49:23,070
And may your candles always price?

1303
00:49:25,500 --> 00:49:26,040
It's been a blast.

1304
00:49:27,480 --> 00:49:29,520
Where are you in your business building journey,

1305
00:49:29,790 --> 00:49:32,670
whether you're just starting out or already running a business and

1306
00:49:32,670 --> 00:49:34,620
you want to know your setup for success.

1307
00:49:34,980 --> 00:49:37,170
Find out by taking the gift biz quiz,

1308
00:49:37,650 --> 00:49:40,740
access the quiz from your computer at bit dot L Y

1309
00:49:40,920 --> 00:49:44,880
slash gift biz quiz or from your phone like texting gift

1310
00:49:44,880 --> 00:49:46,260
biz quiz to four four,

1311
00:49:46,260 --> 00:49:46,770
two, two,

1312
00:49:46,770 --> 00:49:49,770
two. Thanks for listening and be sure to join us for

1313
00:49:49,770 --> 00:49:50,760
the next episode.

1314
00:49:52,770 --> 00:49:55,710
Today's show is sponsored by the ribbon print company,

1315
00:49:56,430 --> 00:49:58,980
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1321
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seconds. Check out the ribbon print company.com

1322
00:50:15,150 --> 00:50:18,630
for more information after you listened to the show,

1323
00:50:18,690 --> 00:50:20,040
if you like what you're hearing,

1324
00:50:20,370 --> 00:50:23,130
make sure to jump over and subscribe to the show on

1325
00:50:23,130 --> 00:50:26,910
iTunes. That way you'll automatically get the newest episodes when they

1326
00:50:26,910 --> 00:50:27,320
go live.

1327
00:50:28,130 --> 00:50:30,860
And thank you to those who have already left a rating

1328
00:50:30,920 --> 00:50:35,450
and review by subscribing rating and reviewing and help to increase

1329
00:50:35,450 --> 00:50:37,460
the visibility of gift biz on ground.

1330
00:50:38,000 --> 00:50:39,680
It's a great way to pay it forward,

1331
00:50:39,830 --> 00:50:42,970
to help others Entrepreneurial journey as well.