1
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And what we do with all of this,
what we call like raw footage is

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we're able to sort of dynamically
insert all of these things and turn

3
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like, this is sort of my thesis.

4
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Like, how can you turn one ad into five?

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Um, and that was what we did.

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So rather than having all of these one off
scripts from different people, different

7
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influencers, which again, Matt, that
makes it incredibly difficult to test.

8
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How am I going to know that
this worked better than this?

9
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Because it could be the person,
it could be their delivery, it

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could be what they talked about.

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We wanted to just get raw footage of
people saying these really, you know,

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awesome things that are still authentic.

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What they liked about what they
didn't what problem it solved.

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And then we take all of that raw footage
and with that raw footage, we're able

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to create, you know, 50 different ads
from just, you know, to what would

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have been originally full videos.

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00:00:48,460 --> 00:00:53,020
Welcome to the e commerce podcast
with me, your host, Matt Edmundson.

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00:00:53,040 --> 00:00:58,760
The e commerce podcast is all about
helping you deliver e commerce wow.

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00:00:58,760 --> 00:01:04,940
And to help us do just that, I am chatting
with the beautiful, the amazing Amelia

20
00:01:04,940 --> 00:01:10,925
Coomber from Subsummit, oh yes, Amelia
and I met at the Subsummit conference

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00:01:10,925 --> 00:01:15,425
this year and so we hit it off and so
it's great to have Amelia on the show,

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00:01:15,435 --> 00:01:20,315
but before we get into the conversation,
let's talk about this week's show sponsor.

23
00:01:20,575 --> 00:01:23,345
Now, are you struggling to
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It's a mini course.

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Which walks you through the proven
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to build e commerce businesses.

37
00:01:57,395 --> 00:02:01,455
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43
00:02:17,640 --> 00:02:20,220
com Now, that's the sponsor.

44
00:02:20,220 --> 00:02:23,800
Let's talk about my amazing guest today.

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00:02:24,230 --> 00:02:29,030
Amelia Coomber, the Dynamo Director
of Performance Marketing and

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00:02:29,040 --> 00:02:33,810
Acquisition at Petplate with a
rich history in paid media and...

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00:02:33,955 --> 00:02:34,735
Performance marketing.

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00:02:34,735 --> 00:02:39,385
Amelia swapped her software engineering
hat for the exciting world of startups.

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She's made a name for herself by
supercharging early stage companies

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into profitable powerhouses with a
knack for scaling growth, optimizing

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ad creative, and boosting efficiency.

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Amelia definitely brings the
marketing magic, and that's why I'm

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so excited to have you on the show.

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Amelia, welcome.

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It's great to have you all the way.

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From sunny New York, how are we doing?

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We're

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doing good, Matt, and,
um, how are you doing?

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How's that eye of yours?

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Yeah,

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I was going to ask, have you ever had
a podcast host punch you in the face?

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Because I think, I think
I might have the first.

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You are, we should probably
explain, uh, dear listener, that

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when, uh, I was at Sub Summit.

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This year, Amelia and I met up in
the speaker's lounge cause you were

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speaking and I was speaking, right?

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And we, we got on.

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We, we, I thought we got on, actually.

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We had a great conversation.

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And then as you left, you punched me

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in the face.

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Oh, let me give you a hug.

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Not a handshake.

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It was very funny.

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So it is the first time that
anyone has punched me in the face.

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I think my eye is just about
recovered now, so we're okay.

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Good, good.

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It looks great.

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You look great, so.

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It's all about these moments.

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Sadaf, who's the show producer at
Aurion Media, we were talking about

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Sadaf before we hit the record button,
she saw your email where you sent to

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me an email saying, how's your eye?

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And Sadaf's like, I need to meet this
lady that punched you in the face.

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That's awesome.

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She's like, I've been wanting
to do that for a very long

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time.

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That was for her, that was for her.

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Yeah, she called you ahead of time, right?

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And said, favour, you'll get away with it.

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So, how was Sub Summit
for you, did you enjoy it?

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Oh, it was awesome.

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Honestly, really one of my
favorite conferences I've been to.

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I mean, the people that
were there, just amazing.

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It was a huge one, too.

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I've been to a lot of smaller
conferences, but the caliber of people,

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the amount of them, just the whole
thing was really, really awesome.

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I'd never been to Dallas either, and
I don't know if I'll go back anytime

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00:04:52,655 --> 00:04:56,605
soon, but like, just the entire
event was absolutely spectacular.

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Yeah, no, I, I, I, like you, I was, I, it
was a lot bigger than I was expecting it

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to be, um, and met so many great people
there, uh, but really, really enjoyed

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myself, and so, um, it's definitely not
the first time for me I've been to Dallas.

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I have friends there, so it's like
the third or fourth time I've been to

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Dallas, I think, something like that.

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Um, but yeah, just, just
love the conference.

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Can I ask, what was the
standout point for you?

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Oh,

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that's such a good question.

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Um, let's see.

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Honestly, I mean, so the panel that I was
on was with, um, a couple founders, um,

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one of them was the founder of August,
which is like a period sexual wellness

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company, and then the other one, um, is
called Plate Crate, and, and Josh was the

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CEO there, and I, you know, I, I went into
this panel being like, oh, I'm gonna share

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my, you know, like, ad creative techniques
and this and that, I swear to God, I

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spoke, like, for two seconds, because the
entire time I'm up there, sitting with

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them, and they are just, like, dropping
these, like, incredibly insightful

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nuggets, like, again and again and again.

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I couldn't even, like, like, I
didn't have anything else to add.

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I, I was literally sitting there, and at
one point, um, they were saying something,

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and I just went, like, mic drop, like,
that's it, like, you guys don't need

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to do anything else, we can all stop.

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So, I, I honestly...

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Despite the fact that, like, this
was a panel I was gonna be on, I, I

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literally emailed them after, and I
was like, I think I got way more from

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that than anybody in the audience.

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It was just so incredible.

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So that was a big highlight.

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Obviously, the dinners and the, you know,
the meeting and the networking and stuff

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was amazing, and all the events were
great, but, uh, I, I was just blown away.

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I, I was like, I don't even deserve to be
sitting here with these incredible people.

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I'm just taking it all in.

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Oh, you totally deserve to be there.

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How did they, um, how did you and
Subsummit sort of make that connection?

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How did, were you invited?

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Did you contact them to speak?

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How did that work out?

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00:06:44,935 --> 00:06:50,025
Yeah, so a good friend of mine, Jay, who,
um, we spoke, or we met at a conference

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called Media Post like a year ago, and
he was a speaker there, I, I just got

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back from that conference speaking again
about like the ad creative and stuff,

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but we met there, he, uh, used to be the
uh, CMO of Wink and we're the same age.

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So incredible, just like, you
know, 27 year old that kills it,

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you know, publicly traded company.

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Um, and he left to go start his
own company called the starters,

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which is basically like, you know,
a new generation of like finding

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freelancers for growth marketing.

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Um, and so he was talking to me about
how he was going to this conference and

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he had mentioned that they are looking
to fill a couple of spots on the panels.

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Um, and I was like, let's go count me in.

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I'll be there.

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I'm there.

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No, great.

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Great.

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I thought it was brilliant.

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I thought you were great.

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And um, it was, it was
genuinely great to meet you.

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00:07:32,475 --> 00:07:36,335
And I have to be honest with you, Amelia,
I have not met that many people on the

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planet That have just the sheer passion
and enjoyment for ad creative as you.

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I mean, just the energy that comes
out of you when you talk about

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these things is quite extraordinary.

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00:07:49,610 --> 00:07:50,340
Thank you, thank you.

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00:07:50,340 --> 00:07:53,320
I'm actually, I've been told
more than once to tone it down,

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00:07:55,830 --> 00:07:56,042
but I can't.

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No, don't do that.

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That's part of the magic.

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Yeah, I hope so.

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00:07:59,190 --> 00:08:00,050
I agree, I agree.

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Uh, but no, I mean, I mean, ad creative
is, is, is really just one of those

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00:08:04,300 --> 00:08:06,590
last, you know, levers that you
can pull in performance marketing.

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And I think, uh, you know, there's no
more targeting as granularly anymore.

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All of that sort of stuff has gone away.

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And I think, um, you know, especially
with TikTok and stuff, it, the ad

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creative space and Creating good, you
know, video ad creative is actually

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so much easier because you don't
need to spend 15, 000 to hire models

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and, you know, do this big shoot.

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It's actually the opposite, you know,
the best ads perform when you're

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00:08:26,315 --> 00:08:29,745
literally like holding your phone up and
talking to them and, you know, having

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influencers give a genuine testimonial.

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So, um, I think that, you know,
we're still in this, you know, time

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where people, and especially like
brand marketers are just trying

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to wrap their mind around that.

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00:08:39,830 --> 00:08:43,310
Um, but it ends up like opening
just the ability to really scale

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that, um, and, and, you know,
create better ads that perform, you

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00:08:46,740 --> 00:08:48,590
know, so much better, um, easier.

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So what have you learned then in
this space in the, in, in recent

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00:08:52,050 --> 00:08:53,250
months that's going to help us?

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00:08:53,390 --> 00:08:54,960
It's a bit of an open
ended question, but it

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00:08:55,890 --> 00:08:56,110
goes.

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00:08:56,880 --> 00:08:57,810
I have all the answers.

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00:08:57,810 --> 00:08:58,080
No.

190
00:08:58,110 --> 00:09:00,590
Um, I mean, one of the, one of
the things that I did at PetPlate,

191
00:09:00,590 --> 00:09:03,110
and again, I just came back from a
conference and I, and I talked about

192
00:09:03,110 --> 00:09:06,040
this like modular ad creative system,
but I, you know, as Matt mentioned,

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00:09:06,040 --> 00:09:07,250
I'm super passionate about that.

194
00:09:07,470 --> 00:09:10,765
Um, you know, UGC is, is so critical.

195
00:09:10,765 --> 00:09:13,545
I think everybody on the, you know,
DTC Twitter space is talking about

196
00:09:13,545 --> 00:09:15,395
how UGC is dead and yada yada.

197
00:09:15,395 --> 00:09:17,465
Um, and, and I, and I agree
with that to a certain extent.

198
00:09:17,465 --> 00:09:20,305
I think, like, just getting a bunch
of influencers, um, having them

199
00:09:20,305 --> 00:09:23,215
create content and then expecting
it to perform, that is dead.

200
00:09:23,215 --> 00:09:26,775
People are very aware that, like, if
somebody's talking about a product,

201
00:09:26,775 --> 00:09:29,095
it's probably sponsored, they're
probably being paid for it, and so

202
00:09:29,095 --> 00:09:33,175
I think that the genuinity of it, if
that's the word, um, is sort of lost.

203
00:09:33,380 --> 00:09:38,520
But at the same time, really the thing
is, you know, why UGC still performs

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00:09:38,520 --> 00:09:41,800
and has always performed is it's,
it's a third party nature of somebody

205
00:09:41,800 --> 00:09:45,010
that isn't the company telling you
why this product solved a problem in

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00:09:45,030 --> 00:09:46,960
their life and was great for them.

207
00:09:46,990 --> 00:09:51,900
And so from that perspective, like
UGC is never gonna, you know, go away.

208
00:09:51,900 --> 00:09:52,770
It's always been that way.

209
00:09:52,770 --> 00:09:55,960
Word of Mouth is one of the Best, you
know, like, marketing channels, right,

210
00:09:56,160 --> 00:09:59,820
that you can have, one of the best ways
to, um, you know, acquire new customers,

211
00:09:59,820 --> 00:10:05,030
and I think if you do UGC right, that's,
that's what it is, um, but from a video ad

212
00:10:05,030 --> 00:10:09,180
creative standpoint, it can be incredibly
difficult to turn out, like, new video

213
00:10:09,180 --> 00:10:12,240
ad creative that's gonna perform, and,
um, you know, at PetPlate, I don't

214
00:10:12,260 --> 00:10:16,715
even waste time with static images I
um, like some people, especially right

215
00:10:16,715 --> 00:10:18,235
now, they say that they can perform.

216
00:10:18,295 --> 00:10:19,525
And I don't disagree with that.

217
00:10:19,755 --> 00:10:23,845
Um, but when you add motion, when you
add animation, when you add, you know,

218
00:10:23,845 --> 00:10:28,155
like just, just different transitions and
stuff to even a static image, um, you're

219
00:10:28,155 --> 00:10:30,965
going to, it's going to perform so much
better than like a blank static image.

220
00:10:30,975 --> 00:10:34,985
So I say that because one of the
things that we did, and I've learned

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00:10:34,995 --> 00:10:39,525
over the last, you know, almost two
years now at PetPlay, um, is that

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00:10:39,535 --> 00:10:45,105
there's a way to unlock the ability
Ability to create hundreds, thousands

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00:10:45,145 --> 00:10:50,465
of different ad creative UGC style
videos from very, very little content.

224
00:10:50,735 --> 00:10:54,145
Um, and that's one of the things that
when I work with various brands and

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00:10:54,145 --> 00:10:57,715
stuff, they struggle with is how do we
get new content, how do we continue,

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00:10:57,715 --> 00:10:59,525
because ad fatigue is so real.

227
00:10:59,525 --> 00:11:02,275
And again, when you're looking at
paid media and performance marketing,

228
00:11:02,275 --> 00:11:04,965
especially on the Facebooks and
the TikToks, like that is one of

229
00:11:04,965 --> 00:11:07,415
the last levers you can control
to really improve performance.

230
00:11:07,670 --> 00:11:10,250
But like, you know, you'll run an
ad for two weeks, it'll kill it.

231
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And then it'll stop.

232
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And so, you know, so many companies,
they're waiting for those ads to

233
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underperform and then they have to go
start from scratch and create new ones.

234
00:11:17,480 --> 00:11:20,500
And I needed our team to make
sure that that wasn't the case.

235
00:11:20,790 --> 00:11:24,510
Um, and so rather than again, having
a bunch of influencers that we handed

236
00:11:24,510 --> 00:11:29,270
scripts and they created these ads,
um, we narrowed our influencers down

237
00:11:29,270 --> 00:11:31,240
to three from like literally 18.

238
00:11:31,460 --> 00:11:35,090
Um, and what I did instead of giving
them a script and being like, recite

239
00:11:35,090 --> 00:11:37,240
these lines, blah, blah, blah, blah, was.

240
00:11:37,370 --> 00:11:41,850
I needed them to look and to sort
of give me talking points, different

241
00:11:41,850 --> 00:11:46,390
clips and stuff of them talking about
the problem it solved, the solution,

242
00:11:46,390 --> 00:11:47,950
why they liked it, yada, yada.

243
00:11:47,950 --> 00:11:51,710
And what we do with all of this,
what we call like raw footage is

244
00:11:51,720 --> 00:11:56,300
we're able to sort of dynamically
insert all of these things and turn

245
00:11:56,470 --> 00:11:57,660
like, this is sort of my thesis.

246
00:11:57,865 --> 00:12:00,065
Like, how can you turn one ad into five?

247
00:12:00,365 --> 00:12:01,625
Um, and that was what we did.

248
00:12:01,635 --> 00:12:05,355
So rather than having all of these one off
scripts from different people, different

249
00:12:05,385 --> 00:12:08,475
influencers, which again, Matt, that
makes it incredibly difficult to test.

250
00:12:08,475 --> 00:12:11,025
How am I going to know that
this worked better than this?

251
00:12:11,175 --> 00:12:13,245
Because it could be the person,
it could be their delivery, it

252
00:12:13,245 --> 00:12:14,325
could be what they talked about.

253
00:12:14,525 --> 00:12:18,545
We wanted to just get raw footage of
people saying these really, you know,

254
00:12:18,555 --> 00:12:20,295
awesome things that are still authentic.

255
00:12:20,565 --> 00:12:22,645
What they liked about what they
didn't what problem it solved.

256
00:12:22,795 --> 00:12:25,685
And then we take all of that raw footage
and with that raw footage, we're able

257
00:12:25,685 --> 00:12:29,585
to create, you know, 50 different ads
from just, you know, to what would

258
00:12:29,585 --> 00:12:31,335
have been originally full videos.

259
00:12:31,675 --> 00:12:34,975
Um, so yeah, we, we really
worked on this system.

260
00:12:34,975 --> 00:12:37,885
It took a couple of key things,
obviously having a media buyer in house.

261
00:12:38,105 --> 00:12:41,205
Um, but the biggest thing was having a
video editor that we could lean on and.

262
00:12:41,205 --> 00:12:44,275
So, you know, whether it's changing out
different hooks, whether it's different

263
00:12:44,305 --> 00:12:47,355
text overlays, different transitions
and stuff, all of these things,

264
00:12:47,355 --> 00:12:50,965
the raw footage, plus the different
editing styles on top, you can create

265
00:12:51,005 --> 00:12:53,125
thousands of unique combinations of ads.

266
00:12:53,145 --> 00:12:55,005
And that's how we've unlocked performance.

267
00:12:55,005 --> 00:12:58,125
And, and again, made it really, really
easy for ourselves because we don't

268
00:12:58,125 --> 00:12:59,895
need to work with 10, 000 influencers.

269
00:12:59,895 --> 00:13:01,455
We don't need raw footage every week.

270
00:13:01,655 --> 00:13:04,795
Um, we really, honestly, like I
shoot with a couple influencers like

271
00:13:04,805 --> 00:13:08,275
every quarter and that will set us
up for, you know, the next 10 weeks.

272
00:13:08,875 --> 00:13:12,845
Wow, okay, there's a lot there, Amelia.

273
00:13:15,775 --> 00:13:19,815
So you talk about this, um,
modular ad creative system, and

274
00:13:19,815 --> 00:13:20,765
so I get what you're saying.

275
00:13:21,165 --> 00:13:24,835
So you get this, uh, you get
this video from an influencer.

276
00:13:24,875 --> 00:13:28,425
You can slice and dice it, and you
can mix that then with animations,

277
00:13:28,425 --> 00:13:31,315
overlays, and all kinds of things,
different music, to creatives.

278
00:13:34,225 --> 00:13:36,025
Do you give the influencers...

279
00:13:36,335 --> 00:13:39,475
Any kind of a steer on, I mean, I
know you don't give them scripts, but

280
00:13:39,495 --> 00:13:43,265
do you give them these story points,
these talking points to, to hit?

281
00:13:43,825 --> 00:13:44,555
Yeah, we will.

282
00:13:44,555 --> 00:13:46,445
I usually, and this is
really, really important.

283
00:13:46,465 --> 00:13:48,235
We don't work with an
influencer that hasn't tried the

284
00:13:48,235 --> 00:13:49,615
product or I don't talk with.

285
00:13:49,625 --> 00:13:52,905
So, um, and, and that's why it's
really important to narrow them down

286
00:13:52,905 --> 00:13:55,955
because I can't jump on the 30 minute
calls with 1000 of them, you know?

287
00:13:56,225 --> 00:13:58,755
Um, so the few that we work with,
I'll jump on a call with them.

288
00:13:58,945 --> 00:14:02,365
Um, we'll have them fill out a form and
that form, because PetPlate, human grade.

289
00:14:02,575 --> 00:14:06,225
Fresh dog food, like literally humans
can eat it, like it's, it's made in human

290
00:14:06,225 --> 00:14:09,605
grade facilities, um, and then there's,
you know, a lot of studies about how

291
00:14:09,605 --> 00:14:12,955
that's, you know, so important for dogs
and longevity and stuff compared to like

292
00:14:12,955 --> 00:14:16,915
just feed grade conventional kibble,
um, so all, the first thing that I'll do

293
00:14:16,915 --> 00:14:20,275
before I even give them any talking points
is really ask them about their story.

294
00:14:20,275 --> 00:14:21,975
What were the problems
their dog used to have?

295
00:14:21,975 --> 00:14:23,425
Why did they switch over to PetPlate?

296
00:14:23,575 --> 00:14:25,815
Did they try other human
grade dog food brands?

297
00:14:25,815 --> 00:14:26,475
What did they like?

298
00:14:26,475 --> 00:14:27,555
What did they not like?

299
00:14:27,755 --> 00:14:29,225
And then what did they
like about PetPlate?

300
00:14:29,245 --> 00:14:33,055
So we try to give them talking
points in the sense that we know.

301
00:14:33,055 --> 00:14:36,564
a way to phrase something that's gonna
perform well, I think so again, it's

302
00:14:36,564 --> 00:14:39,984
not necessarily like a one off script,
we might help them curate some of

303
00:14:39,984 --> 00:14:42,874
those talking points, but there's a
bunch of different buckets, whether

304
00:14:42,874 --> 00:14:45,514
they fed their dog, they still feed
their dog kibble, whether they cook for

305
00:14:45,514 --> 00:14:49,254
their dog, whether their dog had this
problem, that once we identify that,

306
00:14:49,284 --> 00:14:52,594
after talking with them, we're able to
sort of craft, alright, here's, here's

307
00:14:52,594 --> 00:14:56,164
what's going to work best from a, like,
talking into the camera standpoint.

308
00:14:57,184 --> 00:15:02,359
So the, when the, You give them
a talking point and you give them

309
00:15:02,359 --> 00:15:04,999
sort of specific ideas because you
know that's going to work well.

310
00:15:04,999 --> 00:15:07,529
So you're going to hit different
angles, which is, uh, which is great.

311
00:15:07,919 --> 00:15:10,759
They're recording that themselves,
or are you bringing them into

312
00:15:10,759 --> 00:15:12,569
the building to record that?

313
00:15:12,569 --> 00:15:13,499
How does that work?

314
00:15:14,124 --> 00:15:17,314
It's a little bit of both, so if we have
a couple influencers that we work with

315
00:15:17,314 --> 00:15:20,404
very, very closely, they happen to be
in New York, we did that very purposely

316
00:15:20,404 --> 00:15:23,534
so that we can have them come into, and
it's not even a studio, like we might

317
00:15:23,544 --> 00:15:27,104
have them come into our office and stuff
like that, um, so we do do that, and

318
00:15:27,104 --> 00:15:30,514
I'll sort of like feed them lines, again,
all based on their authentic experience,

319
00:15:30,524 --> 00:15:34,014
we'll let them sort of improv a couple
things, um, but other times, again,

320
00:15:34,014 --> 00:15:37,324
because we work closely with them, even
if they're not coming into the studio, we

321
00:15:37,324 --> 00:15:38,894
will just give them those talking points.

322
00:15:39,134 --> 00:15:42,464
Um, and, and it can still look like
a script, you know, like, Oh, hey, I

323
00:15:42,464 --> 00:15:45,174
want you to hit this, this, this thing,
what you like about it, what you don't.

324
00:15:45,444 --> 00:15:47,614
Um, what would the, you know, the
solution and the problem was, what

325
00:15:47,614 --> 00:15:50,364
the, you know, the features and the
benefits of PetPlate are, were, you

326
00:15:50,364 --> 00:15:53,394
know, pre portioned, it comes in
these great little containers that are

327
00:15:53,394 --> 00:15:56,614
resealable, they're not messy, you can
stack them in your fridge really easily.

328
00:15:56,824 --> 00:15:59,704
Um, so we give them all those things,
and it might look like a script,

329
00:15:59,814 --> 00:16:04,684
but the one thing we don't do is we
don't, like, make that into one ad.

330
00:16:04,684 --> 00:16:08,739
I think that's sort of the difference, is
that, again, All of those things can be

331
00:16:08,789 --> 00:16:14,159
individually, as you said, sort of sliced
and diced, um, and used in any other ad.

332
00:16:14,169 --> 00:16:16,939
So we'll have a bunch of different
people, sort of like those, you know,

333
00:16:16,939 --> 00:16:21,239
testimonial mute, I call them like
UGC mashups, but they each, each like

334
00:16:21,269 --> 00:16:24,969
talking point that can be like, you
know, anywhere from five to 15 seconds

335
00:16:25,239 --> 00:16:30,579
can be isolated and can live across
so many other different, um, or across

336
00:16:30,599 --> 00:16:32,119
other different talking points and stuff.

337
00:16:32,119 --> 00:16:35,299
So it's a script in the sense that
we are feeding them, Hey, this is

338
00:16:35,299 --> 00:16:36,599
how this works, or this is what we.

339
00:16:36,679 --> 00:16:39,979
They perform best, again, they can,
we, we try not to be rigid, they can,

340
00:16:39,989 --> 00:16:42,829
we want them to be as authentic, if
they mess up, like, that's even better,

341
00:16:42,829 --> 00:16:45,639
we really want it to feel like they
literally got PetPlate and they were

342
00:16:45,639 --> 00:16:50,229
like, this shit is awesome, um, but we
also aren't gonna just make that into

343
00:16:50,229 --> 00:16:52,289
one video and be like, oh, one and done.

344
00:16:52,864 --> 00:16:59,104
Yeah, so the, you mentioned then,
uh, that you get them to talk between

345
00:16:59,114 --> 00:17:02,384
5 and 15 seconds per sort of sound,
I'm going to call them soundbites.

346
00:17:03,124 --> 00:17:04,334
Soundbites Yeah, yeah.

347
00:17:04,334 --> 00:17:07,614
So each soundbite is,
is like 5 to 15 seconds.

348
00:17:08,144 --> 00:17:13,314
Um, it's kind of problem solution
oriented, um, and, uh, you know, it

349
00:17:13,334 --> 00:17:14,854
can sort of stand alone on its own.

350
00:17:16,614 --> 00:17:18,094
Why 5 to 15 seconds?

351
00:17:18,094 --> 00:17:21,094
Is it a case of we need these
things to be short and snappy?

352
00:17:21,654 --> 00:17:22,034
It is.

353
00:17:22,074 --> 00:17:23,174
I definitely think so.

354
00:17:23,174 --> 00:17:25,664
And I think that goes back to like
a whole different thing, you know.

355
00:17:25,964 --> 00:17:28,654
Meta really pushes like short
form video performs the best

356
00:17:28,654 --> 00:17:29,834
especially in the world of TikTok.

357
00:17:30,024 --> 00:17:31,064
And that's true, right?

358
00:17:31,064 --> 00:17:35,144
Like, I think probably like, you
know, nine out of ten times a shorter,

359
00:17:35,154 --> 00:17:38,519
you know, a, a, 50, 30 second video
is going to perform better than

360
00:17:38,529 --> 00:17:39,859
like a one and a half minute video.

361
00:17:40,189 --> 00:17:42,519
We still, we don't focus on that though.

362
00:17:42,549 --> 00:17:43,709
The length doesn't matter.

363
00:17:43,709 --> 00:17:47,289
I think the beginning of an ad
video is the most important.

364
00:17:47,299 --> 00:17:50,959
And that's where like, we make, and that's
again why it's important for us to control

365
00:17:50,959 --> 00:17:54,069
like how we're editing and how, you know,
all of these talking points are flowing.

366
00:17:54,299 --> 00:17:57,749
But our goal is to make sure that
Everything we want somebody to

367
00:17:57,749 --> 00:18:01,149
know about PetPlate happens in the
first 15 seconds of an ad, right?

368
00:18:01,149 --> 00:18:04,549
Like, it's human grade, it's pre, um,
you know, pre portioned cups, they're

369
00:18:04,549 --> 00:18:08,029
microwavable, you can stack them, they're
easy, um, it helped, you know, we'll

370
00:18:08,029 --> 00:18:11,169
talk about, they'll talk about how it,
you know, helped their dog or whatever.

371
00:18:11,269 --> 00:18:14,899
We make sure anything that the user
is listening to, if they don't watch

372
00:18:14,899 --> 00:18:18,989
more than 15 seconds, they're still
gonna leave that video and know what

373
00:18:19,039 --> 00:18:21,759
PetPlate is and know the important
things that they're supposed to remember.

374
00:18:21,944 --> 00:18:23,434
The rest of it is just great.

375
00:18:23,464 --> 00:18:27,244
If we can get somebody to watch the
remaining, like, you know, one minute

376
00:18:27,274 --> 00:18:30,524
of the video, that's even better,
but we don't prioritize length

377
00:18:30,524 --> 00:18:32,524
necessarily, or, or it being shorter.

378
00:18:32,524 --> 00:18:36,014
We just make sure that the most
important things, the things we want

379
00:18:36,024 --> 00:18:37,924
somebody to walk away with are in those.

380
00:18:37,954 --> 00:18:40,864
15 seconds, and then if they watch
the rest of the video, that's

381
00:18:40,864 --> 00:18:43,244
even better, and that, again,
can be more authentic and stuff.

382
00:18:43,244 --> 00:18:47,444
So, our highest performing videos are
literally a minute and 30 seconds, and

383
00:18:47,454 --> 00:18:51,044
we worked with some Facebook reps, and
they were like, Ah, you guys are really,

384
00:18:51,044 --> 00:18:54,134
you know, not really following best
practices here, and we sort of went

385
00:18:54,134 --> 00:18:57,364
back and forth with her, and she was
like, Oh, like, but they're working,

386
00:18:57,374 --> 00:18:58,844
so, you know, don't change anything.

387
00:18:58,884 --> 00:19:00,004
Like, I think it really depends.

388
00:19:00,044 --> 00:19:04,694
Again, like, we're not, it's not some
long, drawn out, like, oh, my dog was

389
00:19:04,724 --> 00:19:07,934
this and that, and, you know, like, we, we
make sure it's, like, short, snappy, and

390
00:19:07,934 --> 00:19:11,304
to the point at the beginning, and then
everything else is just added benefit.

391
00:19:11,824 --> 00:19:12,214
Yeah.

392
00:19:12,754 --> 00:19:13,014
Wow.

393
00:19:13,014 --> 00:19:15,734
I mean, so in the first 15
seconds, you're trying to

394
00:19:15,734 --> 00:19:17,444
communicate a whole bunch of stuff.

395
00:19:17,454 --> 00:19:23,774
Are you using, um, a lot of fast edits at
this point, or is this actually a sort of

396
00:19:23,774 --> 00:19:27,164
like an opening script from the implement,
not script is the wrong word, but it's

397
00:19:27,164 --> 00:19:30,524
a sort of an, in this opening soundbite,
you need to say X, Y, and Z, right?

398
00:19:30,764 --> 00:19:34,034
These four things, hit them, and you
need to do it in, in, in like 15 seconds.

399
00:19:34,714 --> 00:19:38,154
Yeah, well, again, like, so, like, so
our highest performing ad, it really

400
00:19:38,154 --> 00:19:40,514
starts out with, like, I was watching
Shark Tank, and I came across this

401
00:19:40,524 --> 00:19:44,394
awesome guy and a super cute dog, and
they started this human grade dog food

402
00:19:44,394 --> 00:19:47,384
company, and they sort of, like, look
confused, and, you know, I had to try

403
00:19:47,384 --> 00:19:50,674
it out, and yadda yadda yadda, and then
they sort of, you know, that's the first,

404
00:19:50,674 --> 00:19:53,224
like, five seconds of it, and then they
jump into, like, one of the best things

405
00:19:53,224 --> 00:19:56,999
about it is that it doesn't make a mess
in my fridge, it's not Um, and you know,

406
00:19:56,999 --> 00:20:00,719
I've seen huge improvements in my dog's
poop or you know, stuff like, almost

407
00:20:00,719 --> 00:20:03,039
like visceral stuff like that, right,
that sort of grabs your attention.

408
00:20:03,279 --> 00:20:06,759
Um, but again, I don't need that
influencer to say that in the first

409
00:20:06,759 --> 00:20:10,509
15 seconds of whatever they're giving
me, because since we own all that raw

410
00:20:10,509 --> 00:20:14,189
footage, they can say that in, you know,
the, the 60 seconds of their, you know,

411
00:20:14,189 --> 00:20:15,659
long form video that they're sending us.

412
00:20:15,759 --> 00:20:18,259
We chop it up and we just make
sure that those parts that

413
00:20:18,259 --> 00:20:19,559
we want are in the beginning.

414
00:20:19,839 --> 00:20:24,069
Um, and so, Well, also, especially, this
happens especially when we're in studio,

415
00:20:24,299 --> 00:20:27,729
in office, when we're recording with
these influencers, I'll have them say,

416
00:20:27,729 --> 00:20:30,689
like, those lines, they'll, they'll land
on a line, whether it's like, hey, I was

417
00:20:30,689 --> 00:20:33,639
watching Shark Tank, and I'll have them
say that a couple times, and they'll

418
00:20:33,639 --> 00:20:36,919
use different inflections at the end,
right, so that it's So, it's easy to

419
00:20:36,919 --> 00:20:40,869
parse those things and sort of move them
in a modular way into whatever part of

420
00:20:40,869 --> 00:20:45,339
the, you know, full video I want, but it
doesn't sound like it's super scripted.

421
00:20:45,349 --> 00:20:48,089
You know, you can tell when something,
if somebody was ending on a high note

422
00:20:48,089 --> 00:20:50,939
and they were about to continue to
something else, so I'll have them sort

423
00:20:50,939 --> 00:20:54,619
of recite those lines a couple times so
that we're able to integrate them into

424
00:20:54,619 --> 00:20:56,799
whatever portion of the video we want.

425
00:20:57,809 --> 00:20:58,169
Wow.

426
00:20:58,789 --> 00:21:04,339
So, How long do you guys spend,
um, creating these videos?

427
00:21:04,669 --> 00:21:08,669
Because it sounds to me like the
recording process is pretty slick.

428
00:21:08,699 --> 00:21:10,529
As in, these are the kind
of things that I want.

429
00:21:10,529 --> 00:21:13,539
It's going to take you maybe an
hour to record, uh, the whole thing.

430
00:21:13,539 --> 00:21:14,609
Maybe two, I don't know.

431
00:21:14,689 --> 00:21:15,879
Uh, Amelia, correct me if I'm wrong.

432
00:21:16,479 --> 00:21:20,219
But the editing process sounds like
this is going to take a wee while.

433
00:21:21,199 --> 00:21:21,559
As they say.

434
00:21:21,559 --> 00:21:22,139
It can.

435
00:21:22,369 --> 00:21:22,919
It can.

436
00:21:22,919 --> 00:21:26,499
I, I think, um, again, that's the
power of an in house video editor.

437
00:21:26,499 --> 00:21:29,059
It's so funny talking to all
these brands, because every

438
00:21:29,059 --> 00:21:30,399
brand has a graphic designer.

439
00:21:30,429 --> 00:21:32,149
They might have a team
of graphic designers.

440
00:21:32,159 --> 00:21:35,689
You can't have a brand without having
somebody doing the design, right?

441
00:21:35,689 --> 00:21:36,929
Like, that's just, everybody knows that.

442
00:21:36,959 --> 00:21:39,429
Unless you're a founder, and you're
super, super early stage, and

443
00:21:39,429 --> 00:21:40,349
you're gonna do all the design.

444
00:21:40,519 --> 00:21:42,059
Design and the visual aspects of it.

445
00:21:42,244 --> 00:21:44,824
Anything marketing wise and
brand wise are important.

446
00:21:45,064 --> 00:21:47,614
And so when I talk to these brands
and they don't have an in house video

447
00:21:47,614 --> 00:21:51,704
editor, I'm like, I'm just flabbergasted
because we live in a world of video.

448
00:21:51,704 --> 00:21:55,024
And so one of the first things I did with
PetPlate when, when I was sort of moving

449
00:21:55,024 --> 00:21:56,954
in from let's bring the team in house.

450
00:21:56,964 --> 00:22:00,394
So paid media, all that growth
stuff, um, was I made sure we

451
00:22:00,394 --> 00:22:01,744
hired an in house video editor.

452
00:22:01,914 --> 00:22:04,144
Um, and this guy is, he's an incredible.

453
00:22:05,319 --> 00:22:06,939
He's young, he's hungry.

454
00:22:06,939 --> 00:22:08,189
He's like, you know, a Gen Z.

455
00:22:08,189 --> 00:22:11,549
So he gets the transitions and the
TikTok style and sort of the low

456
00:22:11,549 --> 00:22:12,899
fidelity is what I like to call it.

457
00:22:13,099 --> 00:22:16,449
Um, but I can hand him and, and
we'll do it all in one take, right?

458
00:22:16,489 --> 00:22:16,699
Right.

459
00:22:16,739 --> 00:22:17,659
I set up my camera.

460
00:22:17,659 --> 00:22:20,179
If I'm working with an influencer
and I'll read them these scripts,

461
00:22:20,179 --> 00:22:22,859
they'll, they'll start sort of going
off on their own and stuff, but it's

462
00:22:22,879 --> 00:22:25,039
one long 15 minute video, right?

463
00:22:25,049 --> 00:22:26,449
Of me being like, Oh, that was great.

464
00:22:26,449 --> 00:22:27,069
Say that again.

465
00:22:27,279 --> 00:22:28,179
I'll hand him that stuff.

466
00:22:28,239 --> 00:22:29,379
He'll start chopping it up.

467
00:22:29,409 --> 00:22:31,409
And when you have a good video editor.

468
00:22:31,664 --> 00:22:33,734
They can whip through this stuff so fast.

469
00:22:33,744 --> 00:22:37,444
If I hand him a 50 minute, you know,
video of just like, again, it's,

470
00:22:37,464 --> 00:22:40,504
it's gonna have 20 different raw
clips that we can pull out of it.

471
00:22:40,644 --> 00:22:44,184
He can do that in two hours, you
know, and, and they, he's like

472
00:22:44,184 --> 00:22:45,404
a wizard when you watch him.

473
00:22:45,414 --> 00:22:46,784
Like, I don't know if
you've ever seen, like, Mr.

474
00:22:46,784 --> 00:22:49,964
Robot, you know, and you watch, like, he's
that hacker, you know, he's just, like,

475
00:22:49,964 --> 00:22:51,734
going through the terminal and yada, yada.

476
00:22:51,734 --> 00:22:52,794
Like, that's what he looks like.

477
00:22:52,794 --> 00:22:53,744
He's got all these shortcuts.

478
00:22:53,744 --> 00:22:56,504
So, when you have a good video editor
that knows what they're doing, it

479
00:22:56,504 --> 00:22:57,744
really doesn't take them that long.

480
00:22:57,974 --> 00:23:01,039
I think, One of the things we struggled
with at the beginning when I was first

481
00:23:01,039 --> 00:23:04,539
brought on, which is why we needed to
hire an in house video editor, was that

482
00:23:04,539 --> 00:23:08,009
it was taking these agencies and stuff
so long, because they're working on 10,

483
00:23:08,089 --> 00:23:09,639
000 other ads for different clients.

484
00:23:09,649 --> 00:23:13,009
So, that's where the bottlenecks can
come in, and that was again why we

485
00:23:13,009 --> 00:23:14,619
needed this in house video editor.

486
00:23:14,619 --> 00:23:20,104
But, I mean, he can whip out an ad in, you
know, An ad, a full ad, that then has 15

487
00:23:20,124 --> 00:23:23,074
different versions of itself, different
hooks, different styles, all that sort of

488
00:23:23,074 --> 00:23:24,854
stuff, he can whip that in in two days.

489
00:23:24,864 --> 00:23:28,504
And, again, that'll be 15 finalized
ad creative pieces there, that we

490
00:23:28,504 --> 00:23:31,524
have a very strong, you know, in
inclination, they're gonna perform

491
00:23:31,524 --> 00:23:33,864
well, um, really, really, really fast.

492
00:23:33,874 --> 00:23:34,934
So, again, yeah, you're right.

493
00:23:34,964 --> 00:23:37,964
It does, it probably takes, like, two
hours to film, depending on how many

494
00:23:37,965 --> 00:23:41,594
influencers we're doing, um, and then
he'll whip through those from an editing

495
00:23:41,594 --> 00:23:47,074
perspective really, really, We also really
had him focus on building templates and

496
00:23:47,114 --> 00:23:51,414
inside of the like editing platforms,
Adobe or whatever, you know, you want to

497
00:23:51,414 --> 00:23:55,264
use, they're called, I think it's like
motion graphic templates or something.

498
00:23:55,264 --> 00:23:56,504
And so he'll start creating those.

499
00:23:56,504 --> 00:23:59,344
So we've got different like text
overlay templates, different

500
00:23:59,354 --> 00:24:00,504
styles, different transitions.

501
00:24:00,664 --> 00:24:03,304
So once he's actually edited that
raw footage, pulled out all those

502
00:24:03,304 --> 00:24:06,274
raw clips, it's really almost
like a drag and drop nature.

503
00:24:06,274 --> 00:24:07,264
Oh, hey, I want to try this.

504
00:24:07,549 --> 00:24:10,339
You know, hook at the beginning, we'll
have this, we'll switch out this problem,

505
00:24:10,359 --> 00:24:14,609
solution, clip, um, with this influencer's
one, and then we just overlay those motion

506
00:24:14,609 --> 00:24:17,819
graphic templates on top, and he can
turn those out like nobody's business.

507
00:24:20,049 --> 00:24:24,959
It's um, yeah, I, I, I can picture
it in my head now, Amelia, him just

508
00:24:24,959 --> 00:24:28,829
sort of busy, because I've seen
really great video editors do that,

509
00:24:28,869 --> 00:24:31,919
you know, and just, it's like they
become one with the machine, and it,

510
00:24:32,219 --> 00:24:37,489
it's, it's actually insane, yeah, watching
him, I'm just like, I, my, and I, I talk

511
00:24:37,529 --> 00:24:41,139
very fast, I process things very fast,
I listen to podcasts on 3x speed, and

512
00:24:41,139 --> 00:24:44,019
watching him video ed is like insane.

513
00:24:45,219 --> 00:24:46,799
You listen to podcasts on 3x speed.

514
00:24:46,879 --> 00:24:48,379
Why does that not surprise me in any way?

515
00:24:48,879 --> 00:24:51,989
I'd listen to them faster if they gave me
a faster speed, Matthew, but they don't.

516
00:24:52,529 --> 00:24:59,669
Um, so the, let's go back to some of the
components then of this modular system.

517
00:24:59,679 --> 00:25:02,849
So, you've mentioned the need for a hook.

518
00:25:03,019 --> 00:25:06,629
Um, we've obviously got a call to action
in there somewhere and obviously the

519
00:25:06,629 --> 00:25:09,799
desire within the first 15 seconds
to fully understand what's going on.

520
00:25:10,479 --> 00:25:12,749
Um, talk to me about those.

521
00:25:12,919 --> 00:25:13,559
Start with the hook.

522
00:25:14,859 --> 00:25:19,889
So hook is absolutely one of the most, if
not the most important aspect of an ad.

523
00:25:19,909 --> 00:25:22,729
So the hook is really the first
three seconds of any video.

524
00:25:22,759 --> 00:25:26,029
And the statistic goes, if you can
get somebody to watch the first three

525
00:25:26,029 --> 00:25:29,949
seconds of a video or an ad, you're,
you have like a 70% higher likelihood

526
00:25:29,949 --> 00:25:32,989
of them watching the rest of the ad,
or at least like going to 50% of them.

527
00:25:32,999 --> 00:25:36,799
So, um, Hooks are so critical,
and I think, um, and we

528
00:25:36,799 --> 00:25:38,369
test out hooks all the time.

529
00:25:38,389 --> 00:25:41,869
Every single video, again, it'll be
like a full ad creative video, we'll

530
00:25:41,869 --> 00:25:45,489
have just five different versions of
that exact video with different hooks.

531
00:25:45,509 --> 00:25:48,809
And we'll have already created them,
we'll create them from start, um,

532
00:25:48,849 --> 00:25:50,129
but hooks are really, really fun.

533
00:25:50,669 --> 00:25:53,659
Um, and we have this like, you know, one
of the things I had my team do at the

534
00:25:53,659 --> 00:25:58,029
beginning before we even started building
this system was to go and find ads and

535
00:25:58,049 --> 00:26:00,889
go record them, whether they were going
through Facebook ad library or just

536
00:26:00,899 --> 00:26:04,279
getting served them on social media, and
we would take inspiration from all of

537
00:26:04,279 --> 00:26:05,849
those different components of the ads.

538
00:26:05,859 --> 00:26:10,169
And so hooks are really, really cool
because Again, the goal is just to

539
00:26:10,199 --> 00:26:13,849
stop the user from scrolling, catch
their attention, and get them to

540
00:26:13,849 --> 00:26:15,139
watch those first three seconds.

541
00:26:15,399 --> 00:26:17,859
Um, and so I've seen some crazy stuff.

542
00:26:17,889 --> 00:26:21,449
Everybody has probably seen the
comm ads where it's like this

543
00:26:21,699 --> 00:26:25,509
3D rendered, um, you know, like
moving through sand, almost ASMR.

544
00:26:26,679 --> 00:26:31,049
Right, or, um, one of my favorites is
this, like, drawing app, um, that was

545
00:26:31,049 --> 00:26:33,979
like, you hold your phone over and
it'll show you, like, the outline of

546
00:26:33,979 --> 00:26:36,759
it and stuff, and the, and the guy's
drawing a chicken, the first three

547
00:26:36,759 --> 00:26:40,259
seconds of this video, he's, like,
smashing an egg, right, like, so out

548
00:26:40,259 --> 00:26:43,589
of context, like, what the heck, but
I immediately stopped, it grabbed my

549
00:26:43,589 --> 00:26:45,304
attention, and I was like, What the heck.

550
00:26:45,304 --> 00:26:48,214
So, I think hooks are obviously
really, really important.

551
00:26:48,214 --> 00:26:52,344
I think where they can go wrong is
that people try to make them too

552
00:26:52,384 --> 00:26:56,464
integrated and too, like, bridging
into the ad where they can actually

553
00:26:56,464 --> 00:26:58,584
just be, like, random aggressive stuff.

554
00:26:58,584 --> 00:27:00,354
Spoiled Child does this incredibly well.

555
00:27:00,354 --> 00:27:02,574
There's a couple other brands
that do this really well, where,

556
00:27:02,614 --> 00:27:05,699
again, The goal is really just
to capture that user's attention.

557
00:27:05,889 --> 00:27:08,669
Nobody ever remembers a, you
know, an ad that they saw, right?

558
00:27:08,689 --> 00:27:10,689
They'll remember the brand,
they'll remember how it made them

559
00:27:10,689 --> 00:27:12,869
feel, but it can be ridiculous.

560
00:27:12,869 --> 00:27:16,579
We had this like flaming
kibble, um, uh, video.

561
00:27:16,579 --> 00:27:20,629
It was basically like our, um, my media
buyer went to his place in Jersey.

562
00:27:20,669 --> 00:27:23,879
He got some kibble, lit it on
fire, and it's just like beautiful

563
00:27:23,889 --> 00:27:25,409
slow mo of kibble burning.

564
00:27:25,419 --> 00:27:27,149
And that has worked really, really well.

565
00:27:27,359 --> 00:27:30,389
And we're not obviously in that ad,
we might not even talk about how bad

566
00:27:30,389 --> 00:27:33,569
kibble is or whatever it is, but like
that catches somebody's attention.

567
00:27:33,569 --> 00:27:36,974
And so we'll do random stuff like that,
we'll throw a pet plate at a wall,

568
00:27:36,974 --> 00:27:40,874
we'll have somebody eat out of like what
clearly looks like a dog food container.

569
00:27:41,084 --> 00:27:43,804
Um, so it's all those sorts of
things that I think, they don't

570
00:27:43,804 --> 00:27:47,344
need to be like perfectly related
to the ad themselves, but they need

571
00:27:47,344 --> 00:27:48,564
to catch that user's attention.

572
00:27:48,774 --> 00:27:51,854
Um, and that's one of my favorite
things, we'll buy styrofoam and we'll

573
00:27:51,854 --> 00:27:54,834
like burn it or something, you know,
and it'll just be like those first

574
00:27:54,834 --> 00:27:57,174
three seconds, you're like, what the
heck is this, you know, what is this?

575
00:27:57,814 --> 00:27:58,514
The rest of the video.

576
00:27:58,524 --> 00:28:00,044
So hooks are really, really important.

577
00:28:00,054 --> 00:28:00,854
They can be really fun.

578
00:28:00,864 --> 00:28:02,004
We film them all the time.

579
00:28:02,014 --> 00:28:05,564
And again, we'll like take different
videos, um, in different hooks and we'll

580
00:28:05,574 --> 00:28:08,434
splice and dice them and overlay them
into whatever new ad we're building.

581
00:28:09,334 --> 00:28:12,134
So a hook for you then is
actually part of the video.

582
00:28:12,134 --> 00:28:14,714
It's, it's, uh, it's a video in itself.

583
00:28:14,714 --> 00:28:16,604
It's not like text on the screen.

584
00:28:16,614 --> 00:28:20,324
It's like somebody's doing something or
some event is happening on the screen.

585
00:28:20,919 --> 00:28:24,099
Exactly, something that's going to
catch that user's attention, and, and,

586
00:28:24,159 --> 00:28:27,979
that's one of the thing, reasons why I'm
so, like, I'm good at ad creative, and

587
00:28:27,979 --> 00:28:32,249
I'm really passionate about is because
I've got ADHD, like, you, I am the best

588
00:28:32,249 --> 00:28:36,309
person to, like, go through and audit
an ad because I, I'm thinking about

589
00:28:36,309 --> 00:28:39,089
ten other things while we're filming
this right now, you know, and so if I,

590
00:28:39,469 --> 00:28:43,054
if I'm not, like, my attention is not
grabbed, and I don't Stop watching a

591
00:28:43,054 --> 00:28:44,554
hook or watching the beginning of an ad.

592
00:28:44,714 --> 00:28:47,474
Like it's a really good indicator
that any random user, because we

593
00:28:47,494 --> 00:28:49,934
all, when we're scrolling on these
social media feeds, like we're the

594
00:28:49,934 --> 00:28:51,874
perfect example of somebody with ADHD.

595
00:28:51,884 --> 00:28:53,814
We're just trying to go to
the next piece of content.

596
00:28:54,134 --> 00:28:55,134
Um, and so you're right.

597
00:28:55,134 --> 00:28:59,124
They're, they're, they're interchangeable,
but they are very, very central to the ad.

598
00:28:59,154 --> 00:29:01,934
And there's been a lot of like,
we've done AB tests for this and,

599
00:29:01,934 --> 00:29:05,324
and, and a lot of other people have,
but it can really, really impact.

600
00:29:05,504 --> 00:29:08,824
The actual performance of that ad
just based on those three seconds.

601
00:29:09,044 --> 00:29:12,124
Um, and again, it's another really
great way to turn one ad into five.

602
00:29:12,144 --> 00:29:14,774
You can have multiple different
hooks and you can create whole

603
00:29:14,774 --> 00:29:15,884
different versions from that.

604
00:29:16,794 --> 00:29:18,684
So we need a hook.

605
00:29:18,884 --> 00:29:21,624
Um, we need user generated content.

606
00:29:21,624 --> 00:29:26,474
We need these sort of story blocks,
these snippets, um, to, to to soundbites

607
00:29:26,474 --> 00:29:27,684
as we call them to go in there.

608
00:29:27,974 --> 00:29:31,354
What else, what else are we
looking for in this ad creative?

609
00:29:32,064 --> 00:29:35,254
Yeah, so there's a bunch of
different, like, what I call,

610
00:29:35,264 --> 00:29:36,704
like, modules or frameworks.

611
00:29:36,714 --> 00:29:39,354
So, there's the hook, there's the
problem, there's the solution.

612
00:29:39,364 --> 00:29:40,614
Maybe there's a use case.

613
00:29:40,624 --> 00:29:43,774
Somebody's talking about, um, you
know, how they, how they found it, or

614
00:29:43,774 --> 00:29:45,564
how they specifically feed their dog.

615
00:29:45,814 --> 00:29:50,054
Um, I'm looking for, yeah, so, um,
there's also, like, an agitate.

616
00:29:50,054 --> 00:29:53,184
So, maybe they're talking about the
problem, but then they dive into, like,

617
00:29:53,194 --> 00:29:55,114
why that was so frustrating for them.

618
00:29:55,354 --> 00:29:57,234
Um, there's, like, a desired end result.

619
00:29:57,234 --> 00:30:00,604
So, there's probably 20
or, you know, 30 different.

620
00:30:00,659 --> 00:30:02,609
Modules again, that we call them.

621
00:30:02,849 --> 00:30:06,179
Um, and, and not all ad videos
will have every single one of them.

622
00:30:06,179 --> 00:30:09,389
They usually follow like hook
problem, solution, feature,

623
00:30:09,389 --> 00:30:14,429
benefits, you know, U G C or personal
testimonial, and then call to action.

624
00:30:14,579 --> 00:30:14,669
Mm-hmm.

625
00:30:14,909 --> 00:30:17,639
. But you can interchange those
with a lot of, um, different ones.

626
00:30:17,639 --> 00:30:20,249
And so again, like you
can you, once you have.

627
00:30:20,534 --> 00:30:24,194
20 different modules and each one of
those modules has three different raw

628
00:30:24,194 --> 00:30:28,164
clips of different people talking about
that again You think like you could

629
00:30:28,164 --> 00:30:31,344
just do the math on that like it's
literally combinational like, you know

630
00:30:31,374 --> 00:30:35,614
Different permutations that you can end
up with like 300 2000 stuff like that.

631
00:30:36,344 --> 00:30:36,704
Well,

632
00:30:36,974 --> 00:30:39,324
well So we've got the hook.

633
00:30:39,364 --> 00:30:41,404
We've got all the little
bits in the middle.

634
00:30:41,744 --> 00:30:43,764
How do you go about?

635
00:30:44,184 --> 00:30:46,304
Doing the captions.

636
00:30:46,314 --> 00:30:49,734
So, you know that this sort of text
that goes alongside the ad creative

637
00:30:50,099 --> 00:30:51,079
Yeah, great question.

638
00:30:51,289 --> 00:30:55,629
Um, every single ad
needs to be mute first.

639
00:30:55,729 --> 00:30:58,669
Everything, like, when we develop
website, right, it's all mobile first.

640
00:30:58,669 --> 00:30:59,509
You're building mobile first.

641
00:30:59,629 --> 00:31:00,689
It's the same sort of thing.

642
00:31:00,689 --> 00:31:02,489
And an ad creative should
also be mobile first.

643
00:31:02,809 --> 00:31:04,959
Um, but it's what we call mute first.

644
00:31:04,969 --> 00:31:08,344
So it needs to Just to be able to
be comprehended without the sound.

645
00:31:08,544 --> 00:31:11,204
In the world of TikTok, most people
have their sound on now because

646
00:31:11,204 --> 00:31:13,464
they're watching Reels and they're
watching TikToks, but there's still a

647
00:31:13,464 --> 00:31:15,284
large portion of people that are not.

648
00:31:15,294 --> 00:31:17,324
They're just scrolling through
while they're doing something.

649
00:31:17,554 --> 00:31:20,754
Um, so everything is mute first,
which means that every single

650
00:31:20,774 --> 00:31:23,854
ad needs to have full captions.

651
00:31:23,854 --> 00:31:27,724
Like I need to be able to read this
thing and understand what the person's

652
00:31:27,724 --> 00:31:28,894
saying even without hearing them.

653
00:31:29,114 --> 00:31:29,664
Um, so.

654
00:31:29,864 --> 00:31:32,894
Everything needs to have captions, like
full, I'm, I'm dictating what they're

655
00:31:32,894 --> 00:31:36,754
saying, um, and those caption styles,
we try a bunch of different ones out, I

656
00:31:36,754 --> 00:31:39,904
mean, and, and you could, like, look at
your TikTok and see all of these different

657
00:31:39,904 --> 00:31:43,254
styles, um, just in general, sometimes
they look like bubbles, sometimes they're,

658
00:31:43,264 --> 00:31:46,114
you know, like, they've got, like, little
borders around them and stuff, we'll,

659
00:31:46,134 --> 00:31:49,654
we'll develop a bunch of different ones,
and again, like, even those little things

660
00:31:49,654 --> 00:31:53,414
can change how a user resonates with an
ad, so those are really important, um,

661
00:31:53,444 --> 00:31:58,054
and then when it comes to outside of just
captions, text overlays, we'll overlay it.

662
00:31:58,055 --> 00:31:58,069
Thank you.

663
00:31:58,139 --> 00:32:00,119
Like, you know, things and
it'll sort of like pop out when

664
00:32:00,119 --> 00:32:02,849
somebody says things, but it's,
um, you know, the important part.

665
00:32:02,849 --> 00:32:05,279
So when somebody's talking about
the features, they're pre portioned,

666
00:32:05,289 --> 00:32:07,669
they're mess free, they're
microwavable, like those things

667
00:32:07,669 --> 00:32:11,539
will pop up on the screen alongside
the actual captions because that's

668
00:32:11,539 --> 00:32:13,039
what we want them to take away with.

669
00:32:13,039 --> 00:32:16,649
So they can understand the video without
the, the sound and they can completely

670
00:32:16,649 --> 00:32:19,689
read, you know, everything that the
person's saying, but then everything

671
00:32:19,689 --> 00:32:23,509
we want to be Emphasize again, like
those benefits, those call, you know,

672
00:32:23,509 --> 00:32:25,289
call outs, those problems and stuff.

673
00:32:25,459 --> 00:32:27,879
We'll have those pop up
when the user saying them.

674
00:32:28,119 --> 00:32:31,199
Um, and, and the goal there again is
to make sure that like, those are the

675
00:32:31,199 --> 00:32:33,999
most important things that we wanted
the, you know, listener to, or the,

676
00:32:34,019 --> 00:32:35,589
the viewer to see and take away with.

677
00:32:37,219 --> 00:32:41,789
So there's a lot going on here, isn't
there on the screen and, um, and I can see

678
00:32:41,789 --> 00:32:46,999
how it, in one sense, I can see how that's
going to capture people's attention.

679
00:32:47,179 --> 00:32:50,869
But I guess thinking around this
a little bit, one of the big

680
00:32:50,879 --> 00:32:51,829
problems you're going to have is.

681
00:32:52,209 --> 00:32:55,929
Is to not make it too confusing for
people, I don't know if that is an issue.

682
00:32:56,929 --> 00:32:59,389
Too confusing, meaning like
there's too much on the

683
00:32:59,389 --> 00:32:59,639
screen.

684
00:33:00,029 --> 00:33:02,009
Yeah, there's just too much going on,
like people just feel overwhelmed.

685
00:33:02,109 --> 00:33:03,239
Or is that not a thing?

686
00:33:03,689 --> 00:33:04,559
Yeah, there's a balance.

687
00:33:04,599 --> 00:33:07,719
I think we've probably all seen ads
where there's just too much going on.

688
00:33:07,789 --> 00:33:10,579
I do think that's way less of
a problem than people think.

689
00:33:10,609 --> 00:33:15,239
Um, again, like, you want the main
point of whatever that screen.

690
00:33:15,239 --> 00:33:18,039
So if they're talking about the
problems with other human grade dog

691
00:33:18,039 --> 00:33:22,019
food brands they've tried, they are
messy, they are super, you know, smelly.

692
00:33:22,019 --> 00:33:24,189
You have to put them in their fridge,
you have to wait for them to defrost.

693
00:33:24,489 --> 00:33:27,109
Um, We'll make sure that is emphasized.

694
00:33:27,129 --> 00:33:29,409
And again, we'll have small
captions at the bottom.

695
00:33:29,659 --> 00:33:32,479
Um, but we do want to make
sure that there's not too much

696
00:33:32,489 --> 00:33:34,359
going on, but I think like.

697
00:33:34,994 --> 00:33:39,524
When you look at it, like, you know,
you know, like, you'll know and you have

698
00:33:39,524 --> 00:33:41,484
to be a user, you know, a viewer, too.

699
00:33:41,494 --> 00:33:43,654
You have to put yourself in a mind
of somebody, like, scrolling through

700
00:33:43,654 --> 00:33:44,994
social media and how they would see it.

701
00:33:45,214 --> 00:33:47,664
You have to look at, like,
where your eyes gravitated to.

702
00:33:48,194 --> 00:33:51,054
But I don't think it's as big of
a problem as people think about.

703
00:33:51,054 --> 00:33:52,984
I think the more The better.

704
00:33:53,014 --> 00:33:56,814
Um, again, we are in just this
like attention deficit sort of, you

705
00:33:56,814 --> 00:33:58,544
know, like, like world right now.

706
00:33:58,564 --> 00:34:02,804
And, um, you're, you have to control that
by really like emphasizing and making

707
00:34:02,804 --> 00:34:05,314
sure the things that you want those
people to take away are really at the

708
00:34:05,314 --> 00:34:07,544
forefront of whatever they're looking at.

709
00:34:07,574 --> 00:34:09,754
Um, but the other thing we'll
do too is we'll have like

710
00:34:09,774 --> 00:34:10,824
other people, whether it's.

711
00:34:11,089 --> 00:34:13,489
You know, people that are not in our
team, or other people that weren't

712
00:34:13,489 --> 00:34:16,489
involved in creating that ad, we'll have
them watch it too, and we'll get their

713
00:34:16,499 --> 00:34:20,359
perspective, and, um, that's a really
good way, again, to pull yourself out of,

714
00:34:20,379 --> 00:34:23,559
you know, the person that was creating
this ad, that obviously has bias, um,

715
00:34:23,579 --> 00:34:26,279
to be like, alright, what did you think,
where were you confused, and stuff, but,

716
00:34:26,399 --> 00:34:29,979
at the same time, I don't think it's as
big of a problem, I think, way more often

717
00:34:29,979 --> 00:34:33,854
than not, People are not using enough
of these text overlays because that

718
00:34:33,854 --> 00:34:37,404
is really at the day what grabs those
people's attention that in transitions

719
00:34:37,564 --> 00:34:39,144
There's this whole new style right now.

720
00:34:39,324 --> 00:34:40,344
Um rocket money.

721
00:34:40,374 --> 00:34:44,444
They do the best of this um, but
like every time somebody's talking

722
00:34:44,444 --> 00:34:47,564
they're like zooming in and out and
you're just like, you know, you're

723
00:34:47,899 --> 00:34:51,169
Even just that little motion, again,
like, you're, you're looking at

724
00:34:51,169 --> 00:34:52,309
it, it's keeping your attention.

725
00:34:52,309 --> 00:34:55,289
So the transitions are really
critical, um, and there's a

726
00:34:55,289 --> 00:34:56,279
bunch of other different styles.

727
00:34:56,279 --> 00:34:59,329
Rocket Money also does this one where
they'll have, like, somebody talking at

728
00:34:59,329 --> 00:35:02,249
the top, um, maybe they're interviewing
somebody about how frustrated they

729
00:35:02,249 --> 00:35:05,559
were that they had all these, um, you
know, accounts that they were paying

730
00:35:05,559 --> 00:35:07,739
for and they had no idea, and then
they'll have at the bottom, like,

731
00:35:07,739 --> 00:35:11,519
split screen, they'll, somebody baking
a cake, you know, like, just because

732
00:35:11,539 --> 00:35:14,679
it, like, you're, you're watching
this and you're like, what the heck?

733
00:35:14,709 --> 00:35:17,089
And, like, a lot of brand
people, by the way, are gonna

734
00:35:17,099 --> 00:35:18,634
be like, Wait, we can't do that.

735
00:35:18,634 --> 00:35:19,164
No way.

736
00:35:19,334 --> 00:35:20,784
But it gets you to watch it.

737
00:35:20,794 --> 00:35:24,694
You're confused and even that confusion
or that sort of like controversy is

738
00:35:24,694 --> 00:35:25,844
going to get somebody to watch it.

739
00:35:25,844 --> 00:35:27,864
And then again, you're going to
still take away the same thing.

740
00:35:27,904 --> 00:35:28,724
Oh, rocket money.

741
00:35:28,894 --> 00:35:29,644
They did this.

742
00:35:29,684 --> 00:35:32,674
I happened to watch the video because I
was watching somebody frost a cake and

743
00:35:32,674 --> 00:35:34,404
it was sort of soothing or whatever.

744
00:35:34,514 --> 00:35:38,394
But I also had the takeaway of this person
being like, I was able to cut 200 a month

745
00:35:38,404 --> 00:35:42,994
of, you know, savings because I found out
I had two accounts on Hulu or something.

746
00:35:43,364 --> 00:35:43,754
Yeah,

747
00:35:44,034 --> 00:35:44,984
yeah, no, brilliant.

748
00:35:45,704 --> 00:35:47,844
So the, you've got all of this going on.

749
00:35:47,904 --> 00:35:49,864
How many ads are you putting
out at any one point in

750
00:35:49,904 --> 00:35:50,314
time?

751
00:35:50,774 --> 00:35:54,614
So every time we launch a new
ad concept, we run five of them.

752
00:35:54,624 --> 00:35:57,994
That'll be the same, like again, full
sort of like script or whatever, same

753
00:35:57,994 --> 00:36:01,224
full raw unedited video, and then we'll
have those different text overlays, those

754
00:36:01,224 --> 00:36:04,184
different transitions, different hooks,
and we'll test them against each other.

755
00:36:04,184 --> 00:36:07,004
We never run more than
five of any new ad concept.

756
00:36:07,214 --> 00:36:10,094
When in an ad set, Facebook
can't even like dedicate enough

757
00:36:10,264 --> 00:36:11,774
Spend to five different ones.

758
00:36:11,774 --> 00:36:12,874
So we'll run those five.

759
00:36:12,874 --> 00:36:15,934
We'll immediately see which ones, like
they'll have different KPIs and stuff,

760
00:36:15,934 --> 00:36:18,774
whether it's like click through rate,
you know, cost of add to cart and stuff,

761
00:36:19,014 --> 00:36:22,034
um, that we have like as benchmarks
for, for what we know is going to

762
00:36:22,034 --> 00:36:25,324
continue to perform and like within the
first 24 hours, we've probably already

763
00:36:25,324 --> 00:36:28,204
killed one of them within the next, you
know, 48 hours, we'll have killed two.

764
00:36:28,374 --> 00:36:30,214
So three is really like our sweet spot.

765
00:36:30,214 --> 00:36:33,274
And we'll find three ads that really,
really kill it out of that five.

766
00:36:33,584 --> 00:36:37,784
Um, but at any given week, I mean,
we're lucky because we, because of

767
00:36:37,784 --> 00:36:38,784
this system that we've been working.

768
00:36:38,829 --> 00:36:41,629
You know, and so long that we've
got three or four ads that have

769
00:36:41,639 --> 00:36:43,649
literally been running for over a year.

770
00:36:43,739 --> 00:36:44,640
And in this like post iOS 14.

771
00:36:44,640 --> 00:36:48,129
5 world, like evergreen
ads are very, very rare.

772
00:36:48,129 --> 00:36:49,099
So we got lucky.

773
00:36:49,099 --> 00:36:53,409
But again, we tested and we tested,
um, and we know like very, very

774
00:36:53,409 --> 00:36:56,809
specific, you know, like we know
this, you know, text overlay style is

775
00:36:56,809 --> 00:36:59,509
going to be far better than this one
or this caption style or whatever.

776
00:36:59,799 --> 00:37:02,399
Um, but you know, every, I would say.

777
00:37:02,719 --> 00:37:05,859
Every month we're testing out 20
different ads and we'll narrow those

778
00:37:05,859 --> 00:37:10,319
down to like five really high Performers
that will run for probably at least

779
00:37:10,319 --> 00:37:14,809
two or three weeks But we never start
with you know, less than five of any

780
00:37:14,809 --> 00:37:18,359
given like sort of new ad concept
And we'll narrow it down from there.

781
00:37:18,899 --> 00:37:19,229
Wow.

782
00:37:19,959 --> 00:37:24,589
So I've got some interesting
questions to ask you now I'm gonna

783
00:37:24,619 --> 00:37:27,169
we're gonna try a little thought
experiment if that's okay Amelia.

784
00:37:27,689 --> 00:37:32,229
So on my desk got various objects
And I'm curious, I'm going to show

785
00:37:32,229 --> 00:37:35,609
you the object and I want to know
how you would do the ad creative.

786
00:37:35,619 --> 00:37:37,639
How would you do this, right?

787
00:37:38,339 --> 00:37:38,509
Is that

788
00:37:38,509 --> 00:37:38,859
okay?

789
00:37:39,189 --> 00:37:39,869
I love this.

790
00:37:40,159 --> 00:37:40,479
Alright, let's

791
00:37:40,479 --> 00:37:40,849
do it.

792
00:37:41,659 --> 00:37:44,039
First object on my desk.

793
00:37:45,549 --> 00:37:46,739
Lego Indiana Jones.

794
00:37:47,679 --> 00:37:49,219
Mmm,

795
00:37:49,449 --> 00:37:49,789
okay,

796
00:37:49,789 --> 00:37:51,889
so we're trying to sell Bear in
mind the new Indiana Jones movie

797
00:37:51,889 --> 00:37:53,009
is coming out now, actually.

798
00:37:53,539 --> 00:37:57,159
Mmm, I'm not even a huge Indiana Jones
fan, so, um, the first thing I think

799
00:37:57,159 --> 00:38:00,119
of is like obviously the demographic
is probably going to be you buying this

800
00:38:00,119 --> 00:38:02,959
for your kid, maybe you want your kid
to watch it, maybe you want, um, in the

801
00:38:02,969 --> 00:38:05,459
world of like Facebook and stuff, like
you're most likely going to be the person

802
00:38:05,459 --> 00:38:07,049
watching this and you want them to buy it.

803
00:38:07,059 --> 00:38:10,529
So, um, if there's a new Indiana
Jones movie coming out, I would

804
00:38:10,529 --> 00:38:13,559
probably start with that, you know,
like, oh, my kid was so, so excited.

805
00:38:14,169 --> 00:38:17,709
Actually, I'll stop there, um, because
the audience, the person that you're

806
00:38:17,709 --> 00:38:19,069
gonna buy this for, is the kid.

807
00:38:19,249 --> 00:38:23,519
So it can seem like the kid should
be the one talking about it.

808
00:38:23,709 --> 00:38:27,959
And so for dog food, what we had
historically done is we tried

809
00:38:27,959 --> 00:38:30,499
to have as many dogs, like,
eating our food as possible.

810
00:38:30,749 --> 00:38:36,374
That never works because the dog isn't
the one buying the food It's the people

811
00:38:36,374 --> 00:38:41,024
and the people that their time is saved
their you know vet bills are saved and

812
00:38:41,024 --> 00:38:46,104
stuff So it might seem intuitive to
have the kid do the ad I would say Matt

813
00:38:46,114 --> 00:38:50,034
you're gonna be the one doing that so you
would get on and You might you know say

814
00:38:50,034 --> 00:38:53,184
something that again like we mentioned
the Shark Tank stuff if this new Indiana

815
00:38:53,184 --> 00:38:57,574
Jones movies coming up You'd probably be
like, you know my Son or my daughter is so

816
00:38:57,574 --> 00:39:02,454
excited about this movie, um, it's still
like a couple weeks out from coming out.

817
00:39:02,644 --> 00:39:07,364
I was scrolling through TikTok and
I saw, um, you know, this parent

818
00:39:07,374 --> 00:39:11,074
talking about this new toy that was
launched and they absolutely loved it.

819
00:39:11,324 --> 00:39:13,814
And here are the, you know,
three benefits about it.

820
00:39:13,834 --> 00:39:18,544
It rolls, it can be taken apart,
yadda yadda, maybe throw in some...

821
00:39:19,094 --> 00:39:23,674
Um, frustrating thing about, you know,
previous, like, Legos or something,

822
00:39:23,684 --> 00:39:27,294
you know, one of my favorite aspects of
this is that, um, it really looks like

823
00:39:27,314 --> 00:39:30,464
Indiana Jones, you know, and so when my
kid thought, he immediately knew what

824
00:39:30,464 --> 00:39:34,304
it was, even if that hat was removed,
um, and it's got these interchangeable,

825
00:39:34,304 --> 00:39:38,214
like, pieces, so he can make Indiana
Jones go from rolling, you know, running

826
00:39:38,214 --> 00:39:43,124
away from a boulder to holding his whip,
um, and, you know, Uh, I'll stop there

827
00:39:43,124 --> 00:39:46,354
too, because I'm going in circles, but,
uh, the other thing that you could do

828
00:39:46,424 --> 00:39:51,364
too is almost like give a story of how
you guys played with it together, so my

829
00:39:51,364 --> 00:39:55,474
son and I, we set up this awesome scene
because, you know, he was home from school

830
00:39:55,474 --> 00:39:59,204
one day, sick, and I needed to keep him
entertained, and so we built this Awesome.

831
00:39:59,394 --> 00:40:02,464
You know, little system with
the, you know, these Lego pieces

832
00:40:02,464 --> 00:40:04,144
and this Indiana Jones Lego guy.

833
00:40:04,154 --> 00:40:07,674
And then we built this fort out
of, you know, cardboard boxes.

834
00:40:07,694 --> 00:40:10,614
You try to paint that story
to help somebody imagine

835
00:40:10,614 --> 00:40:12,104
them being in your position.

836
00:40:12,354 --> 00:40:14,554
Um, and, and doing that with their child.

837
00:40:14,564 --> 00:40:18,394
And, you know, again, the, the thing for
you is that obviously my son loves it

838
00:40:18,394 --> 00:40:19,894
and he's going to be so excited about it.

839
00:40:19,914 --> 00:40:21,524
He can't wait for the movie to come out.

840
00:40:21,534 --> 00:40:24,234
He's going to bring his toy with
him when he watches the movie.

841
00:40:24,414 --> 00:40:26,014
Um, but it made my life easier, right?

842
00:40:26,014 --> 00:40:29,144
Because I didn't know what we were going
to do on this rainy or sick day Um, and

843
00:40:29,144 --> 00:40:33,779
so we developed this little, you know,
character play of Indiana Jones fighting

844
00:40:33,789 --> 00:40:37,239
our dog because, you know, they were
both trying to, you know, reach the

845
00:40:37,239 --> 00:40:39,259
medallion or, or whatever it is, right?

846
00:40:40,019 --> 00:40:40,639
Fantastic.

847
00:40:40,809 --> 00:40:41,369
I love it!

848
00:40:41,899 --> 00:40:44,869
Right, I'm going to give you the next one
now, and to do that I need to stand up.

849
00:40:45,449 --> 00:40:46,719
So this t shirt here.

850
00:40:47,999 --> 00:40:49,869
Uh, was designed by my daughter.

851
00:40:50,179 --> 00:40:50,559
Okay.

852
00:40:51,279 --> 00:40:54,709
Um, and so how would I,
how would I advertise that?

853
00:40:54,949 --> 00:40:56,869
What creative would I
come up with for that?

854
00:40:59,329 --> 00:41:01,939
I'm just trying to think, I'm just
trying to pick really random objects.

855
00:41:04,644 --> 00:41:07,004
So cool that she built
that, um, and she made that.

856
00:41:07,004 --> 00:41:08,764
So let's say you guys
were trying to sell that.

857
00:41:08,984 --> 00:41:11,834
Um, I think obviously like one way
you could do it is just talking

858
00:41:11,834 --> 00:41:13,994
about the product itself without
relating it to your daughter.

859
00:41:13,994 --> 00:41:16,674
So, um, these are, you know,
really, really cool designs.

860
00:41:16,924 --> 00:41:20,544
Um, you know, and maybe she could,
you could tell a story about like what

861
00:41:20,544 --> 00:41:22,084
it means and how it was designed and.

862
00:41:22,624 --> 00:41:26,744
I think, again, a better thing would be,
because, especially for, like, t shirts

863
00:41:26,744 --> 00:41:29,814
and designs and stuff, like, people like
them or they don't, right, and I think

864
00:41:29,814 --> 00:41:33,534
you have to make them, like, find that
story and paint that picture in their

865
00:41:33,534 --> 00:41:37,204
mind, so I actually think, like, the
best way to tell that story would be

866
00:41:37,434 --> 00:41:41,124
telling about how your daughter built
this and why she designed it and stuff,

867
00:41:41,124 --> 00:41:44,714
because I think that's emotional, they're,
you know, like, somebody, they want to

868
00:41:44,714 --> 00:41:47,989
support this, this, you know, young woman
that's, And, you know, trying to start

869
00:41:48,179 --> 00:41:52,219
her own business, um, to have her tell
her story, um, you know, you can, again,

870
00:41:52,239 --> 00:41:55,489
talk about the amazing features like,
oh, it's, you know, washer, washable.

871
00:41:55,489 --> 00:41:58,169
It's, you know, not going to
peel off even that front thing.

872
00:41:58,419 --> 00:42:02,669
Um, but I really think when somebody
is talking about their personal

873
00:42:02,669 --> 00:42:06,089
story, like some of our best ads
are Ronaldo coming on and he's.

874
00:42:06,259 --> 00:42:09,349
Just authentically talking about,
like, why he started PetPlate, you

875
00:42:09,349 --> 00:42:12,319
know, and he was on Shark Tank and all
that stuff, and it, it grabs somebody.

876
00:42:12,319 --> 00:42:15,059
It makes it feel like it's
not a business, it's a person.

877
00:42:15,269 --> 00:42:18,309
People don't want to support businesses,
especially in, in today's day and age.

878
00:42:18,309 --> 00:42:21,579
They want to support people, and so, I
think, to sell your daughter's t shirt,

879
00:42:21,769 --> 00:42:26,699
she should be on all, you know, cute, and
maybe you're, like, doing, um, you know,

880
00:42:26,699 --> 00:42:30,999
like, uh, um, A fast paced or what, uh,
you know, sped up version of her actually

881
00:42:30,999 --> 00:42:32,639
designing that in something, right?

882
00:42:32,639 --> 00:42:36,059
And then she's talking about her
thought process and she's making some

883
00:42:36,059 --> 00:42:39,349
mistakes and stuff and then she has
this shirt and all of her friends are

884
00:42:39,349 --> 00:42:40,639
around her and they're wearing it.

885
00:42:40,639 --> 00:42:43,469
I think, again, you have to tie it into
that personal experience and make it

886
00:42:43,469 --> 00:42:46,499
authentic because then again, you're
gonna get people that love the shirt

887
00:42:46,529 --> 00:42:49,079
and they were gonna buy it regardless
of who designed it because they think

888
00:42:49,079 --> 00:42:51,989
it's cool, uh, but then you're gonna get
that other audience of people that are

889
00:42:51,989 --> 00:42:55,339
just like, Oh, I'd love my daughter to
do this and maybe this will inspire her,

890
00:42:55,509 --> 00:42:57,399
um, you know, and, and by wearing this.

891
00:42:57,474 --> 00:43:00,274
And, oh, you know, this is really
cool because, you know, I would love

892
00:43:00,274 --> 00:43:02,854
my kids to do this at some point and
we want to support other, you know,

893
00:43:02,854 --> 00:43:06,554
parents and children and stuff that are,
um, you know, doing stuff like that.

894
00:43:07,214 --> 00:43:08,134
Fantastic.

895
00:43:08,704 --> 00:43:09,774
I'm gonna let Zoe know.

896
00:43:10,374 --> 00:43:11,774
And then my final product.

897
00:43:13,164 --> 00:43:14,714
Uh, you ready for this one, the last one?

898
00:43:14,714 --> 00:43:15,194
I'm ready.

899
00:43:16,424 --> 00:43:19,804
Uh, Vegetology, Vegan Omega 3.

900
00:43:20,189 --> 00:43:24,729
Ooh, okay, brain, eye, health,
source from, what is that,

901
00:43:24,729 --> 00:43:27,549
micro, algae, or microcology.

902
00:43:27,549 --> 00:43:27,599
Micro,

903
00:43:27,599 --> 00:43:28,299
yeah, so algae.

904
00:43:28,519 --> 00:43:33,129
So the story behind this, right, is
fish don't actually make omega 3.

905
00:43:33,189 --> 00:43:34,989
This is a common misconception.

906
00:43:35,389 --> 00:43:38,629
Omega 3 comes from the
algae that the fish eat.

907
00:43:39,179 --> 00:43:42,909
And so what vegetology do is they just
take the omega 3 straight from the

908
00:43:42,919 --> 00:43:45,049
algae, which is a beautiful thing.

909
00:43:45,604 --> 00:43:49,604
It's the highest strength you can
get and it's mercury free plus

910
00:43:49,794 --> 00:43:52,664
it takes about 50 fish to create
a bottle of omega 3 that big.

911
00:43:53,414 --> 00:43:56,674
So you're keeping 50 fish in the ocean
and there's some of the sort of really

912
00:43:56,674 --> 00:43:58,144
cool talking points to that product.

913
00:43:58,804 --> 00:44:01,214
You just created the ad, that's
exactly what it would be.

914
00:44:01,294 --> 00:44:05,724
Did you know that when you're taking
general omega 3s, it's not actually

915
00:44:05,724 --> 00:44:08,964
the omega 3s from the fish, they
don't create them, but you're getting

916
00:44:08,964 --> 00:44:10,464
it from the algae that they eat.

917
00:44:10,464 --> 00:44:16,024
So we thought, why kill a bunch of fish
to get, you know, 20% of the omega 3s we

918
00:44:16,024 --> 00:44:19,464
would have gotten from the fish, and why
don't we just go straight to the source?

919
00:44:19,484 --> 00:44:20,524
Not only is it more sustainable...

920
00:44:20,919 --> 00:44:24,559
We're saving, you know, fish's lives or
whatever, but we're actually creating

921
00:44:24,559 --> 00:44:28,919
a higher potency and we're able to
extract way more of these omega 3s

922
00:44:28,919 --> 00:44:32,439
and a higher, um, again, you know,
potency or compound, um, than if we

923
00:44:32,439 --> 00:44:33,509
were to just pull this from the fish.

924
00:44:33,509 --> 00:44:36,839
But I think that exact, like, hook
at the beginning, did you know

925
00:44:36,959 --> 00:44:38,549
that fish do not create omega 3s?

926
00:44:38,749 --> 00:44:40,629
Anybody watching this is
going to be like, wait, what?

927
00:44:40,689 --> 00:44:42,009
Like I've been taking omega 3s.

928
00:44:42,179 --> 00:44:42,489
Forever.

929
00:44:42,489 --> 00:44:44,599
They all taste like fish
and they're disgusting.

930
00:44:44,899 --> 00:44:47,899
Um, that's gonna grab somebody's
attention and then you can sort of walk

931
00:44:47,899 --> 00:44:50,059
them into, um, you know why that is.

932
00:44:50,064 --> 00:44:52,909
And I think that sort of like
storytelling is incredible.

933
00:44:52,909 --> 00:44:54,529
I was just watching this ad yesterday.

934
00:44:54,529 --> 00:44:57,679
This guy created this like, it's
called t n t for mosquitoes or

935
00:44:57,679 --> 00:44:59,109
something, and he starts buying goes.

936
00:44:59,619 --> 00:45:03,539
Do you know that, like, the reason
why mosquitoes really like people is

937
00:45:03,539 --> 00:45:08,439
because they produce CO2, and CO2 is
what, like, um, uh, is what, like,

938
00:45:08,559 --> 00:45:12,069
is sort of, like, the sensor, um, or,
like, the, you know, the little, like,

939
00:45:12,099 --> 00:45:15,069
eye catching thing for a mosquito, and
that's why they come and eat people.

940
00:45:15,199 --> 00:45:18,649
Um, but he started out, sort of, like,
explaining this concept that people had

941
00:45:18,649 --> 00:45:20,899
in their mind, they thought they knew,
and he flipped it on its head, and he

942
00:45:20,899 --> 00:45:22,259
said, that's not actually the way it is.

943
00:45:22,504 --> 00:45:23,934
And immediately I started watching it.

944
00:45:23,934 --> 00:45:27,454
I was like, wait, I've been told, you
know, mosquitoes like me because of my

945
00:45:27,454 --> 00:45:31,474
blood for so long and it's actually that
I just produce CO2 or I've been spraying

946
00:45:31,474 --> 00:45:33,364
myself with this disgusting stuff.

947
00:45:33,374 --> 00:45:37,544
Why couldn't I just have this little thing
outside, you know, my pond or whatever?

948
00:45:37,734 --> 00:45:41,434
That produced CO2 and that like sort of,
you know, distracted the mosquitoes from

949
00:45:41,444 --> 00:45:43,364
me and, you know, made them go into them.

950
00:45:43,374 --> 00:45:45,664
So I think exactly how you
said it is the way to do it.

951
00:45:45,874 --> 00:45:48,564
Um, the other things I noticed is
talking about like how it's good for

952
00:45:48,564 --> 00:45:50,484
your brain, your heart and your eyes.

953
00:45:50,894 --> 00:45:53,884
Um, obviously those can just be
listed out as talking points, but

954
00:45:53,884 --> 00:45:57,994
I think diving into those, um, and
explaining like how each one of those.

955
00:45:58,219 --> 00:46:00,329
Um, is really important, because
somebody that's trying to solve a

956
00:46:00,329 --> 00:46:03,529
problem for their eyes, or for their
heart, or for their brain, those might

957
00:46:03,529 --> 00:46:05,019
be three totally different people.

958
00:46:05,019 --> 00:46:07,999
And so I think, even with that alone,
you can create different ads, and

959
00:46:07,999 --> 00:46:11,139
it might not even be beneficial
to stack those sort of solutions

960
00:46:11,139 --> 00:46:12,709
and benefits on top of each other.

961
00:46:12,909 --> 00:46:15,589
Um, you should probably lay them
out, and they're each gonna provide

962
00:46:15,589 --> 00:46:16,789
a value to a different audience.

963
00:46:16,849 --> 00:46:19,199
But again, I think starting
with the, did you know that

964
00:46:19,199 --> 00:46:20,519
Omega 3s do not come from fish?

965
00:46:20,519 --> 00:46:21,789
They come from the algae that they eat.

966
00:46:21,799 --> 00:46:24,849
Like, why the fuck have we been just
killing fish for their Omega 3s?

967
00:46:25,089 --> 00:46:26,929
You know, let's just go
directly to the source.

968
00:46:26,929 --> 00:46:28,659
Like that is going to
catch somebody's attention.

969
00:46:28,899 --> 00:46:31,239
Um, and I think that's a really,
really great intro to a product.

970
00:46:32,969 --> 00:46:33,229
Right.

971
00:46:34,269 --> 00:46:35,399
I feel educated.

972
00:46:37,739 --> 00:46:38,949
Very, very educated.

973
00:46:39,299 --> 00:46:42,419
Now, where's the, where do you
see the future going for this?

974
00:46:42,419 --> 00:46:44,479
Because obviously it's
all very exciting now.

975
00:46:44,529 --> 00:46:50,514
Um, Where do you see the sort of next
12, 18 months sort of going for ad

976
00:46:50,524 --> 00:46:51,834
creatives, different platforms as well?

977
00:46:51,834 --> 00:46:53,185
I'm curious to know what your
predictions are for Facebook,

978
00:46:53,185 --> 00:46:55,274
Instagram, TikTok, Pinterest.

979
00:46:55,924 --> 00:46:56,314
Yeah.

980
00:46:56,744 --> 00:46:59,914
Um, AI is a really, really
big thing right now.

981
00:46:59,954 --> 00:47:02,234
Obviously everybody's using chat GPT.

982
00:47:02,254 --> 00:47:03,424
I use it every day for just.

983
00:47:04,159 --> 00:47:06,779
I even use it to help me create
different versions of hooks, right?

984
00:47:06,779 --> 00:47:10,609
We'll feed it this little one line of a
script, the Shark Tank thing, and it'll

985
00:47:10,609 --> 00:47:11,819
spit out a couple different versions.

986
00:47:11,829 --> 00:47:12,719
So that's really great.

987
00:47:13,009 --> 00:47:16,449
Uh, the really cool thing that's
happening right now is using AI

988
00:47:16,459 --> 00:47:18,589
for videos and static images.

989
00:47:18,869 --> 00:47:21,729
Um, there's a lot of different companies
where you feed it a render of your

990
00:47:21,729 --> 00:47:24,909
product and it'll put it on top of
whatever background you want, right?

991
00:47:24,909 --> 00:47:26,109
So that is going to...

992
00:47:26,274 --> 00:47:29,024
Almost completely eliminate
the need to do photoshoots.

993
00:47:29,044 --> 00:47:31,324
Obviously, there's still a lot
of work that needs to be done.

994
00:47:31,544 --> 00:47:34,304
And you know, when it comes
to like evergreen style people

995
00:47:34,304 --> 00:47:37,784
holding a product, it has a little
bit of, you know, ways to go.

996
00:47:37,964 --> 00:47:42,134
But the video ad creative stuff and
the AI, um, and what AI can do, I

997
00:47:42,154 --> 00:47:43,654
think is really, really exciting.

998
00:47:43,684 --> 00:47:47,604
Because I don't think AI is going
to replace ad creative videos or

999
00:47:47,604 --> 00:47:49,839
the need to film UGC by any means.

1000
00:47:49,839 --> 00:47:54,114
But I think the things and the ways
that it's going to help produce those

1001
00:47:54,124 --> 00:47:55,704
videos, the different, again, like...

1002
00:47:56,024 --> 00:47:58,634
I should be able to feed and they
actually have systems like this and

1003
00:47:58,634 --> 00:48:02,534
tools, but I should be able to feed it
a video and it's gonna itself overlay

1004
00:48:02,534 --> 00:48:05,804
all of those different types of texts,
you know, overlays and stuff, and those

1005
00:48:05,809 --> 00:48:07,124
caption styles and the transitions.

1006
00:48:07,124 --> 00:48:07,214
Mm-hmm.

1007
00:48:07,214 --> 00:48:08,504
It's gonna be able to identify those.

1008
00:48:08,684 --> 00:48:12,344
We're gonna be able to plug it into
Facebook or, or have a pixel of

1009
00:48:12,349 --> 00:48:15,554
it, um, over whatever that company
is on our website that, you know,

1010
00:48:15,554 --> 00:48:16,814
similar to what we do for Facebook.

1011
00:48:16,814 --> 00:48:18,924
And it's gonna also be able to
understand that performance.

1012
00:48:18,944 --> 00:48:22,894
So, it's going to almost be able to train
itself to adding those text overlays and

1013
00:48:22,894 --> 00:48:24,864
the video editing styles and stuff on top.

1014
00:48:25,034 --> 00:48:26,724
And it's going to know
what's going to perform best.

1015
00:48:26,734 --> 00:48:29,204
Again, there's a couple tools that
are starting to do that right now,

1016
00:48:29,404 --> 00:48:31,254
especially on the organic content side.

1017
00:48:31,264 --> 00:48:33,794
I think the ad creative side,
there's going to be some

1018
00:48:33,794 --> 00:48:35,244
really, really exciting things.

1019
00:48:35,244 --> 00:48:37,764
And, um, you know, everybody's
fear with AI is, uh, it's

1020
00:48:37,764 --> 00:48:39,094
going to take our jobs, right?

1021
00:48:39,094 --> 00:48:40,144
Like, that's not the truth.

1022
00:48:40,164 --> 00:48:42,744
Like, uh, maybe copywriters,
like they need to step up their

1023
00:48:42,744 --> 00:48:45,174
game a little bit more and become
closer to prompt engineers.

1024
00:48:45,434 --> 00:48:49,074
Um, but from a video side, from an
ad creative side, Side from a design

1025
00:48:49,074 --> 00:48:52,074
side, it's just gonna really help
people from an efficiency standpoint.

1026
00:48:52,074 --> 00:48:57,054
I mean, we were working with a, um,
an agency recently to build out like

1027
00:48:57,054 --> 00:49:00,084
a big commercial, like, and we were
gonna do this huge commercial push.

1028
00:49:00,089 --> 00:49:02,394
We're still gonna do it, um,
in the next couple months.

1029
00:49:02,634 --> 00:49:06,444
But, uh, you know, we had entire
designers like create these,

1030
00:49:06,504 --> 00:49:07,584
um, you know, like frames.

1031
00:49:07,584 --> 00:49:08,964
They're almost, I forget what
they're called, like mood

1032
00:49:08,964 --> 00:49:10,074
boards, you know, like mock-ups.

1033
00:49:10,454 --> 00:49:13,024
All the different, you know, stories.

1034
00:49:13,024 --> 00:49:15,164
Here's what Ronaldo's going to be
doing when he's cooking the food.

1035
00:49:15,344 --> 00:49:18,244
Um, and that took like a whole person
to basically draw that stuff out.

1036
00:49:18,244 --> 00:49:20,414
Like we're going to be able
to completely replace that.

1037
00:49:20,574 --> 00:49:23,724
It's going to, you know, save
17 hours of time right there

1038
00:49:23,724 --> 00:49:25,024
from an individual doing that.

1039
00:49:25,254 --> 00:49:27,524
Um, so there's just going to be so
many different ways in which it's

1040
00:49:27,524 --> 00:49:28,524
going to help with efficiency.

1041
00:49:28,904 --> 00:49:32,074
Not to mention that I've seen some
of these ad creative tools and again,

1042
00:49:32,084 --> 00:49:33,714
you feed it a render and it like.

1043
00:49:34,114 --> 00:49:38,764
Does this amazing stuff where I was
watching this demo of Adam's shoes, um,

1044
00:49:38,784 --> 00:49:43,264
and like, it's this render of Adam's
and it's like walking through the rain

1045
00:49:43,264 --> 00:49:47,184
and then there's all these, you know,
like different style y, and it was just

1046
00:49:47,184 --> 00:49:50,364
like, it was really, really cool, and
again, that would have taken some, you

1047
00:49:50,364 --> 00:49:54,084
know, um, it's called Blender, you know,
I think they do all the 3D renders in

1048
00:49:54,084 --> 00:49:57,334
Blender, but so Blender Designer, you
know, it would take them weeks to be

1049
00:49:57,334 --> 00:50:00,764
able to do that, and now we're gonna be
able to do that with AI, um, and we'll

1050
00:50:00,764 --> 00:50:04,819
see AI will start getting better because
rather than it being I feed it a prompt

1051
00:50:04,819 --> 00:50:07,739
and it gives me an output, we're actually
going to be able to dynamically, like,

1052
00:50:07,959 --> 00:50:09,579
um, sort of interact with those things.

1053
00:50:09,579 --> 00:50:12,959
So if it gives me a static image
of, you know, like this Adam's shoe

1054
00:50:12,959 --> 00:50:15,939
or a pet plate cup next to a dog
that's eating it or something, right?

1055
00:50:15,939 --> 00:50:19,469
I'm going to be able to, like, select
different aspects of that image or

1056
00:50:19,469 --> 00:50:21,459
that video and be like, Remake this.

1057
00:50:21,469 --> 00:50:22,989
I want it to look like this and stuff.

1058
00:50:23,009 --> 00:50:24,569
So right now, AI is not like that.

1059
00:50:24,569 --> 00:50:25,819
It's very input output.

1060
00:50:25,989 --> 00:50:28,719
I think there's gonna be a world in the
next couple months, in the next, you

1061
00:50:28,719 --> 00:50:31,019
know, year or whatever, where you're
gonna be able to interact with that

1062
00:50:31,019 --> 00:50:34,969
a lot easier, um, and sort of like
tweak those designs rather than just

1063
00:50:34,989 --> 00:50:36,639
resubmitting a prompt and continuing to

1064
00:50:37,219 --> 00:50:37,639
iterate from there.

1065
00:50:38,589 --> 00:50:38,949
Fantastic.

1066
00:50:39,359 --> 00:50:40,819
I'm looking forward to
seeing where it all goes.

1067
00:50:41,009 --> 00:50:45,699
Have you tried, um, something I did
the other, uh, The other week was I

1068
00:50:45,709 --> 00:50:51,289
had, um, I was writing a video sales
letter, right, for one of our products.

1069
00:50:52,229 --> 00:50:55,589
Um, and this was not an e commerce
thing, this was a podcast thing, so

1070
00:50:55,629 --> 00:50:59,919
we're writing this, you know, 45 minute
webinar video type thing, and we wanted

1071
00:50:59,919 --> 00:51:05,219
a hook video at the start, and so we
used ChatGPT to, to come up with a

1072
00:51:05,219 --> 00:51:07,329
concept and a script for the hook video.

1073
00:51:08,269 --> 00:51:12,069
I was dumbfounded with the
ideas that it came up with, and

1074
00:51:12,069 --> 00:51:13,239
then the script that it wrote.

1075
00:51:13,279 --> 00:51:15,289
I don't know if you've tried
doing this, but it, the, the

1076
00:51:15,289 --> 00:51:17,499
fact it can generate an idea.

1077
00:51:17,709 --> 00:51:20,429
Based on what you want, you
want it to interrupt, you want a

1078
00:51:20,429 --> 00:51:22,549
pattern interrupt, you know what I
mean, all these different things.

1079
00:51:23,109 --> 00:51:27,179
And it just came up with this really
fascinating concept and then scripted it.

1080
00:51:27,229 --> 00:51:32,899
And I was like, wow, this is, there's no
real excuse now not to be able to create

1081
00:51:32,909 --> 00:51:34,629
these kind of videos in a lot of ways.

1082
00:51:34,659 --> 00:51:37,819
Now you've got ChatGP to help you at
least figure out some of the basics.

1083
00:51:38,169 --> 00:51:38,959
Exactly.

1084
00:51:38,959 --> 00:51:40,329
No, we do this all the time.

1085
00:51:40,329 --> 00:51:44,864
And I think, again, it's like, Utilizing
AI, it's all about the prompts, like,

1086
00:51:44,864 --> 00:51:47,424
and you reach a point where you're
like, I'm getting the same response,

1087
00:51:47,424 --> 00:51:50,644
I'm seeing the same sort of stuff, um,
you have to get really good at that.

1088
00:51:50,644 --> 00:51:52,384
But, uh, we do that all the time.

1089
00:51:52,384 --> 00:51:55,774
Again, I'll feed it that here, here's the
best, you know, hook that we have that I

1090
00:51:55,774 --> 00:51:58,814
was watching Shark Tank and I came across
this super, you know, awesome guy and his

1091
00:51:58,814 --> 00:52:01,614
cute dog and it'll, it'll come up with
a bunch of different versions from that.

1092
00:52:01,624 --> 00:52:04,544
And then to your point, yes, you
can have it generate full scripts.

1093
00:52:04,594 --> 00:52:09,564
Um, I think the thing that I've seen
is, is chat TBT in particular, um, it.

1094
00:52:09,839 --> 00:52:13,589
It just makes things long, and it makes
things really well written, but it sort

1095
00:52:13,589 --> 00:52:17,809
of goes into, like, it'll repeat stuff
and whatnot, so I've never used, like, a

1096
00:52:17,809 --> 00:52:22,569
script that Chachi Boutia spit out, like,
verbatim, but, like, I'm not a writer, I

1097
00:52:22,739 --> 00:52:26,179
suck at spelling, and I suck at grammar,
and so when it comes to, like, helping

1098
00:52:26,189 --> 00:52:30,419
me with those ideas, and just that,
like, quick start or start stop problem,

1099
00:52:30,589 --> 00:52:32,644
it is Absolutely, like, a game changer.

1100
00:52:32,644 --> 00:52:35,864
I don't have to be a copywriter anymore
and I can continue to refine that.

1101
00:52:36,024 --> 00:52:39,224
Hey, I liked this paragraph, rewrite this,
make it a little less, blah, blah, blah.

1102
00:52:39,724 --> 00:52:42,264
Um, so, yeah, it's, it's so crazy.

1103
00:52:42,454 --> 00:52:44,314
Um, and I think it's
only gonna get better.

1104
00:52:44,314 --> 00:52:47,274
Again, um, the next stage is gonna
be a way to interact with it a little

1105
00:52:47,274 --> 00:52:48,804
bit easier, highlight certain words.

1106
00:52:48,804 --> 00:52:51,534
Hey, I want you to remove all
of this or I want you to switch

1107
00:52:51,794 --> 00:52:53,174
this to that or whatever.

1108
00:52:53,174 --> 00:52:56,254
But, um, you know, the, the prompt
engineers that are out there

1109
00:52:56,264 --> 00:52:59,959
posting content about this stuff,
like, It is a science, you know,

1110
00:52:59,959 --> 00:53:01,599
and like the technical specifics.

1111
00:53:01,629 --> 00:53:05,029
I was playing around with mid journey
the other day and I was watching some

1112
00:53:05,029 --> 00:53:07,489
people in the prompts that they were
giving and it was, they wanted to

1113
00:53:07,489 --> 00:53:11,189
generate a house with this and this
style, but then they were mentioning

1114
00:53:11,189 --> 00:53:14,329
like where the, the angle that the
light was supposed to come in and the

1115
00:53:14,369 --> 00:53:16,059
camera lens that it was supposed to use.

1116
00:53:16,059 --> 00:53:18,669
And I would have never thought, you
know, mid journey could understand

1117
00:53:18,849 --> 00:53:22,279
that, but it does, and so you
just have to get better at really

1118
00:53:22,309 --> 00:53:24,089
understanding its full capabilities.

1119
00:53:24,109 --> 00:53:24,689
And again, like.

1120
00:53:24,829 --> 00:53:26,209
Prompting is everything.

1121
00:53:26,489 --> 00:53:29,539
Um, so it'll continue to, you know,
just advance in that, especially if

1122
00:53:29,539 --> 00:53:32,969
you've got like a, you know, a glossary
of different prompts and different

1123
00:53:32,969 --> 00:53:34,209
specifics that you can feed it.

1124
00:53:34,999 --> 00:53:35,259
Yeah.

1125
00:53:35,259 --> 00:53:39,349
One of the things that I've done, which
has proven to be very successful, uh,

1126
00:53:39,429 --> 00:53:44,789
is to use ChatGPT to feed in a series of
really well written prompts into ChatGPT.

1127
00:53:45,519 --> 00:53:48,459
Um, and then tell ChatGPT
to write the prompt.

1128
00:53:48,460 --> 00:53:49,829
To make a better prompt?

1129
00:53:49,829 --> 00:53:50,829
I love that!

1130
00:53:50,829 --> 00:53:54,669
To create, and it creates a prompt
that I can then use in mid journey,

1131
00:53:54,689 --> 00:53:56,479
and it creates the most insane outputs.

1132
00:53:57,539 --> 00:53:57,919
It's so good!

1133
00:53:58,149 --> 00:53:59,689
That's the type of thinking though, right?

1134
00:53:59,689 --> 00:54:03,439
That we're literally in the midst of
like, our brains, we have not evolved

1135
00:54:03,449 --> 00:54:04,859
to be able to think that way, you know?

1136
00:54:04,859 --> 00:54:08,319
And it's like, so, you know,
when I'm, uh, using ChatGPT to

1137
00:54:08,329 --> 00:54:09,279
come up with prompts, right?

1138
00:54:09,319 --> 00:54:11,869
I'm, I'm actually, the first
thing I did was I googled it,

1139
00:54:11,879 --> 00:54:12,909
like, what's the best prompt?

1140
00:54:12,919 --> 00:54:15,904
And then I like, stopped and I was
like, Wait, like, what am I doing?

1141
00:54:15,904 --> 00:54:19,264
Like, ChatGPT can answer the
questions that are gonna, you know,

1142
00:54:19,444 --> 00:54:21,064
produce the best results for itself.

1143
00:54:21,074 --> 00:54:23,684
So, it's something that, you
know, we're gonna just continue

1144
00:54:23,684 --> 00:54:26,954
to have to get used to, but, uh,
no, that, that's just beautiful.

1145
00:54:26,954 --> 00:54:30,364
I mean, even asking it, like, you
know, build this, this, you know,

1146
00:54:30,374 --> 00:54:33,404
like, front facing website or whatever,
and HTML and stuff, you know, like,

1147
00:54:33,404 --> 00:54:36,244
the first thing I was doing is,
like, Googling how I would do that.

1148
00:54:36,244 --> 00:54:38,894
And then I was like, wait, I can
ask ChatGPT how they would ask

1149
00:54:38,914 --> 00:54:42,174
that question, then feed that into
ChatGPT, and people will find it

1150
00:54:42,174 --> 00:54:42,454
from there.

1151
00:54:43,224 --> 00:54:47,064
The crazy thing now, Amelia, sorry
to go slightly off topic here, the

1152
00:54:47,064 --> 00:54:51,614
crazy thing that now is there's,
you can get plugins on ChatGPT.

1153
00:54:52,024 --> 00:54:56,224
So you can now say to ChatGPT, go
to this YouTube video where some

1154
00:54:56,224 --> 00:54:59,844
guy has spent 40 minutes outlining
how to create the perfect homepage.

1155
00:55:00,444 --> 00:55:01,574
Go to that video.

1156
00:55:02,029 --> 00:55:05,409
Um, and take notes of all the key points
that it says and write them out in

1157
00:55:05,409 --> 00:55:07,859
bullet points and follow it step by step.

1158
00:55:07,859 --> 00:55:09,339
I want the step by step instruction.

1159
00:55:09,339 --> 00:55:12,709
So then it goes, watches a video
and it brings a step by step in.

1160
00:55:12,709 --> 00:55:15,789
So I no longer have to watch the
YouTube video and then I can go, great.

1161
00:55:15,819 --> 00:55:18,609
Now using that platform, here's
the context for our company.

1162
00:55:18,609 --> 00:55:22,779
Write for me the homepage,
just like, this is just.

1163
00:55:23,579 --> 00:55:23,609
It's

1164
00:55:23,609 --> 00:55:23,809
getting bonkers now.

1165
00:55:23,809 --> 00:55:24,619
It's crazy.

1166
00:55:24,659 --> 00:55:25,519
It really is crazy.

1167
00:55:25,719 --> 00:55:28,269
I mean, we are in probably one
of the most exciting times of

1168
00:55:28,449 --> 00:55:30,229
the human species in general.

1169
00:55:30,229 --> 00:55:33,389
Like, there's nothing else like
this, um, and it's, you know,

1170
00:55:33,419 --> 00:55:34,849
there's a, it's scary a little bit.

1171
00:55:34,849 --> 00:55:37,479
I don't know if you've watched any
of like Lex Friedman's podcast re

1172
00:55:37,479 --> 00:55:41,469
interviews some of the AI engineers
and stuff, but, um, it is, it is

1173
00:55:41,659 --> 00:55:46,049
absolutely insane, um, and really
exciting in, in so many different ways.

1174
00:55:46,519 --> 00:55:47,669
Yeah, I couldn't agree more.

1175
00:55:48,039 --> 00:55:52,439
Listen, Amelia, I just love talking to
you, especially when it's behind a camera

1176
00:55:52,439 --> 00:55:53,609
and you can't punch me in the face.

1177
00:55:56,839 --> 00:55:58,609
How do people reach you?

1178
00:55:58,609 --> 00:56:00,309
How do they connect with
you if they want to do that?

1179
00:56:00,749 --> 00:56:00,869
Yeah,

1180
00:56:01,199 --> 00:56:02,389
I mean, you can find me on LinkedIn.

1181
00:56:02,809 --> 00:56:07,059
Um, I just, um, Amelia or
a, a Coomber is my LinkedIn.

1182
00:56:07,069 --> 00:56:08,679
Um, Amelia at Coomber.

1183
00:56:08,699 --> 00:56:09,609
com is a great way.

1184
00:56:09,609 --> 00:56:13,699
Just feel free to email me,
but uh, yeah, you know, all

1185
00:56:13,709 --> 00:56:14,099
of the above.

1186
00:56:14,864 --> 00:56:15,414
Fantastic.

1187
00:56:15,664 --> 00:56:19,204
Now I googled, well I didn't google, I
went onto the web and I thought Coomber.

1188
00:56:19,244 --> 00:56:19,464
com.

1189
00:56:19,464 --> 00:56:20,494
What is that website?

1190
00:56:20,514 --> 00:56:22,744
It turns out it is a wine website.

1191
00:56:22,744 --> 00:56:23,704
What's that all about?

1192
00:56:24,074 --> 00:56:28,374
So my dad, he's brilliant and, and he's
technically brilliant in some ways and

1193
00:56:28,374 --> 00:56:32,124
not, but uh, so long ago he grabbed the
Coomber domain, which is super rare.

1194
00:56:32,124 --> 00:56:33,884
And so I've had that
forever and it's amazing.

1195
00:56:34,184 --> 00:56:37,274
Um, but Coomber is, uh,
my parents wine company.

1196
00:56:37,274 --> 00:56:40,444
So in 2009, Uh, they're big wine drinkers.

1197
00:56:40,444 --> 00:56:43,374
They invested in this, what was called
a custom crush plant, which is basically

1198
00:56:43,374 --> 00:56:47,904
like a white labeling facility for wine,
um, and they just wanted, you know, to get

1199
00:56:47,904 --> 00:56:52,134
wine for themselves, but legally you can't
ship a bottle of wine without a label

1200
00:56:52,134 --> 00:56:55,894
on it, so they sort of, you know, did a
little piss take and they built this like

1201
00:56:55,894 --> 00:56:59,704
Coomer family wines label and it had all
of our animals on it, it It looked like

1202
00:56:59,724 --> 00:57:04,584
we lived on a farm, um, but they've been
making wine for the last 15 years or so.

1203
00:57:04,584 --> 00:57:07,604
And the first time they did it,
they won a couple of awards on Wine

1204
00:57:07,604 --> 00:57:11,084
Enthusiasts and it just sort of
started to just become their passion.

1205
00:57:11,094 --> 00:57:14,524
So, um, yeah, you can check out
their little winery and wine tasting

1206
00:57:14,524 --> 00:57:15,834
room in Oceanside, California.

1207
00:57:15,894 --> 00:57:18,654
But, uh, yeah, I get lots of
free wine, which is awesome.

1208
00:57:21,184 --> 00:57:21,794
Yeah, you too.

1209
00:57:22,034 --> 00:57:23,374
And I, here, I have a question.

1210
00:57:23,604 --> 00:57:26,874
Uh, because your boyfriend
is from New Zealand, and New

1211
00:57:26,874 --> 00:57:29,394
Zealand make some really great...

1212
00:57:30,614 --> 00:57:33,954
Um, and they have a lot of, uh,
vineyards, small vineyards that are

1213
00:57:34,194 --> 00:57:39,324
around, um, how does your boyfriend,
uh, feel about your parents wine?

1214
00:57:39,324 --> 00:57:40,324
Is he a fan or not?

1215
00:57:40,544 --> 00:57:40,614
He loves it.

1216
00:57:40,614 --> 00:57:41,934
Because to me this is the litmus test.

1217
00:57:41,974 --> 00:57:42,524
Oh, does he like it.

1218
00:57:43,274 --> 00:57:44,364
He does like it.

1219
00:57:44,364 --> 00:57:46,884
He's much more of a beer drinker,
but we've gotten into the wine thing.

1220
00:57:46,884 --> 00:57:49,254
He, he wasn't going to be
accepted by my parents if he

1221
00:57:49,254 --> 00:57:51,984
didn't at least like wine, so.

1222
00:57:55,024 --> 00:57:57,934
Yeah, um, but, uh, no, he's a big fan.

1223
00:57:57,934 --> 00:57:58,634
It was, it was funny.

1224
00:57:58,634 --> 00:58:01,984
We got back from New Zealand in February,
um, and I kept just buying a bunch

1225
00:58:01,984 --> 00:58:05,664
of wine bottles and I was looking, I,
because my parents own a wine company,

1226
00:58:05,664 --> 00:58:09,224
I know like what an expensive bottle
of wine is and what it isn't, you

1227
00:58:09,224 --> 00:58:10,604
know, like it's all about the label.

1228
00:58:10,874 --> 00:58:13,954
Um, and so I was buying these 7 bottles
of wine that I knew were going to taste

1229
00:58:13,954 --> 00:58:16,874
great and none of them were from New
Zealand and he was so angry at me.

1230
00:58:16,874 --> 00:58:17,274
I was buying.

1231
00:58:17,554 --> 00:58:17,634
Wow.

1232
00:58:17,694 --> 00:58:17,789
That's awesome.

1233
00:58:18,089 --> 00:58:21,119
Chilean wines and Australian wines.

1234
00:58:21,119 --> 00:58:22,829
Um, we wines and they were amazing.

1235
00:58:23,099 --> 00:58:25,249
Um, but, uh, yeah, so funny.

1236
00:58:25,679 --> 00:58:26,539
Yeah, I can imagine.

1237
00:58:26,909 --> 00:58:29,279
I think in New Zealand you have
to go to the small vineyards.

1238
00:58:29,279 --> 00:58:33,229
That's my, uh, having been there a lot,
you have to go to the smaller independent

1239
00:58:33,229 --> 00:58:35,029
vineyards and you get some great wines.

1240
00:58:35,669 --> 00:58:40,519
Amelia, listen, I, it's been phenomenal
chatting with you about this.

1241
00:58:40,519 --> 00:58:45,119
Feel super inspired, very educated,
uh, and, um, just love your passion,

1242
00:58:45,119 --> 00:58:46,839
love your heart, love your enthusiasm.

1243
00:58:46,904 --> 00:58:48,644
I think you're an amazing person.

1244
00:58:48,654 --> 00:58:50,614
And so thanks for coming
on to the podcast.

1245
00:58:50,684 --> 00:58:52,914
I have genuinely loved every minute of it.

1246
00:58:53,544 --> 00:58:54,844
It's been an absolute treat.

1247
00:58:55,430 --> 00:58:55,620
Thank

1248
00:58:55,620 --> 00:58:56,020
you, Matt.

1249
00:58:56,250 --> 00:58:57,310
This has been amazing.

1250
00:58:57,840 --> 00:58:59,210
Yeah, it's been good fun, hasn't it?

1251
00:58:59,250 --> 00:58:59,790
Good fun.

1252
00:59:00,110 --> 00:59:05,430
What a great conversation with
the beautiful Amelia there.

1253
00:59:05,490 --> 00:59:07,510
And again, thanks Amelia
for joining me today.

1254
00:59:07,750 --> 00:59:11,990
Also a big shout out to today's
show sponsor, the e commerce cohort.

1255
00:59:12,330 --> 00:59:15,310
Remember to check out their
free training at e commerce.

1256
00:59:15,480 --> 00:59:15,569
www.

1257
00:59:15,570 --> 00:59:16,790
ecommercecycles.

1258
00:59:16,820 --> 00:59:19,000
com, that's all one word, ecommercecycles.

1259
00:59:19,050 --> 00:59:22,750
com and be sure to follow ecommerce
podcasts wherever you get your podcasts

1260
00:59:22,780 --> 00:59:27,140
from because we've got some more great
conversations lined up and I don't

1261
00:59:27,170 --> 00:59:31,010
want you to miss a single one of them.

1262
00:59:31,320 --> 00:59:35,000
And in case no one has told you
yet today, let me be the first

1263
00:59:35,000 --> 00:59:37,160
to tell you, you are awesome.

1264
00:59:37,365 --> 00:59:37,855
Yes, you are.

1265
00:59:37,925 --> 00:59:38,895
Created awesome.

1266
00:59:39,155 --> 00:59:40,495
It's just a burden you have to bear.

1267
00:59:40,555 --> 00:59:41,535
Amelia has to bear it.

1268
00:59:41,795 --> 00:59:42,555
I have to bear it.

1269
00:59:43,005 --> 00:59:43,965
You've got to bear it as well.

1270
00:59:44,325 --> 00:59:47,435
Now, the e commerce podcast
is produced by Aurion Media.

1271
00:59:47,435 --> 00:59:51,535
You can find our entire archive of
episodes on your favorite podcast app.

1272
00:59:51,585 --> 00:59:54,944
The team that makes this show
possible is Sadaf Beynon, Estella

1273
00:59:54,945 --> 00:59:56,415
Robin and Tanya Hutsuliak.

1274
00:59:56,865 --> 00:59:59,075
Our theme song was
written by Josh Edmundson.

1275
00:59:59,325 --> 01:00:02,925
And as I mentioned, if you would like to
read the transcript or show notes, you

1276
01:00:02,925 --> 01:00:05,395
can find them for free on the website.

1277
01:00:06,740 --> 01:00:07,780
ecommercepodcast.

1278
01:00:08,090 --> 01:00:12,360
net where incidentally you can also
sign up for the weekly newsletter.

1279
01:00:12,720 --> 01:00:14,050
So that's it from me.

1280
01:00:14,070 --> 01:00:15,350
That's it from Amelia.

1281
01:00:15,350 --> 01:00:17,440
Thank you so much for joining us.

1282
01:00:17,620 --> 01:00:19,780
Have a fantastic week
wherever you are in the world.

1283
01:00:20,110 --> 01:00:20,840
I'll see you next time.

1284
01:00:21,140 --> 01:00:21,600
Bye for now.