1 00:00:04,410 --> 00:00:06,510 Matt Edmundson: Welcome to the e-Commerce podcast with 2 00:00:06,510 --> 00:00:08,480 me, your host, Matt Edmundson. 3 00:00:08,730 --> 00:00:13,560 The E-Commerce podcast is all about helping you deliver e-commerce wow. 4 00:00:14,190 --> 00:00:20,130 And to help us do just that, I am chatting with my very special guest 5 00:00:20,130 --> 00:00:27,150 today, Tomar hen from MobCo Media about how to join the Creator economy. 6 00:00:28,110 --> 00:00:31,800 But before we jump into this fascinating conversation, let 7 00:00:31,800 --> 00:00:36,510 me suggest a few other eCommerce podcast episodes to listen to that 8 00:00:36,510 --> 00:00:44,090 I think you will also enjoy, try Katie Wight's conversation with me about content 9 00:00:44,620 --> 00:00:47,270 strategy and why it is my new B F F. 10 00:00:47,750 --> 00:00:52,910 And also have a look at Lauren Schwartz, a creative that drives the click through. 11 00:00:53,150 --> 00:00:57,470 You can find both of these as well as our entire archive of episodes on our 12 00:00:57,470 --> 00:01:02,310 website for free at ecommercepodcast.net. 13 00:01:03,285 --> 00:01:07,995 Now shout out to today show sponsor, uh, e-commerce cohort. 14 00:01:08,355 --> 00:01:12,255 Uh, they e-commerce cohort is all about helping you deliver 15 00:01:12,285 --> 00:01:14,695 e-commerce well to your customers. 16 00:01:14,895 --> 00:01:17,025 I don't know if you've ever done an online course. 17 00:01:17,265 --> 00:01:20,265 I've done a lot of them, but I've spent a small fortune, if I'm honest 18 00:01:20,270 --> 00:01:23,485 with you, in online courses over the years, some of which I've completed. 19 00:01:23,575 --> 00:01:28,615 Some of which I haven't, but ask me, you know, what I've done as 20 00:01:28,615 --> 00:01:30,115 a result of those online courses. 21 00:01:30,115 --> 00:01:33,385 Sometimes I've just sat there and learned and not really done a whole great deal. 22 00:01:33,390 --> 00:01:37,435 Online courses are great, but I find they're a bit overwhelming and I 23 00:01:37,435 --> 00:01:39,295 don't always get the most out of them. 24 00:01:39,475 --> 00:01:41,905 Well, Cohort's different. 25 00:01:41,935 --> 00:01:46,465 It's a lightweight membership group with guided monthly princess, right? 26 00:01:46,465 --> 00:01:49,555 Every month some new stuff comes out, which cycles through all 27 00:01:49,560 --> 00:01:52,015 the key areas of e-commerce. 28 00:01:52,135 --> 00:01:56,185 And this is brilliant because it, it's not like an online learning thing where 29 00:01:56,185 --> 00:01:58,155 you've got 11 hours worth of instruction. 30 00:01:58,585 --> 00:02:00,625 No, no, there's, there's no overwhelm. 31 00:02:00,625 --> 00:02:03,145 It's lightweight and it's practical. 32 00:02:03,265 --> 00:02:08,175 It's designed to help you get to, uh, work on your business. 33 00:02:08,180 --> 00:02:11,515 So whether you are just starting out, uh, in e-commerce or like me, you've 34 00:02:11,520 --> 00:02:15,715 been around a fair few years, as they say a well established e-commerce, 35 00:02:15,720 --> 00:02:21,455 uh, then I encourage you to definitely check out eCommercecohort.com. 36 00:02:21,510 --> 00:02:23,170 Ecommercecohort.com. 37 00:02:23,420 --> 00:02:27,920 You can find a whole bunch more information, uh, about this fantastic 38 00:02:27,920 --> 00:02:32,769 tool on the website, or you can email me directly, matt@ecommercepodcast.net. 39 00:02:32,785 --> 00:02:37,400 If you've got any specific questions, I will try my level best to answer them. 40 00:02:37,790 --> 00:02:38,180 Now. 41 00:02:39,350 --> 00:02:43,620 Without further ado, uh, here is my conversation with. 42 00:02:43,620 --> 00:02:44,120 Tomer. 43 00:02:45,140 --> 00:02:51,255 Tomer Hen is a digital marketing expert with over a decade of experience. 44 00:02:51,525 --> 00:02:57,015 He founded the first mobile marketing school in Israel, created 45 00:02:57,015 --> 00:03:02,475 the first Israeli mobile marketing summit, and has spearheaded notable 46 00:03:02,475 --> 00:03:05,815 campaigns with leading Fortune 500. 47 00:03:06,810 --> 00:03:12,119 He is the man now backed by expertise and a growing portfolio. 48 00:03:12,119 --> 00:03:17,519 Tomer was recognized as one of Forbes 30 promising entrepreneurs under 49 00:03:17,519 --> 00:03:21,420 30, so slightly envious the fact he was in Forbes and slightly envious. 50 00:03:21,690 --> 00:03:23,010 Envious that he's still under 30. 51 00:03:23,310 --> 00:03:27,390 So that said, he's the right dude to talk to because in this episode 52 00:03:27,390 --> 00:03:30,179 we are gonna chat about how you can. 53 00:03:31,140 --> 00:03:35,310 The creator economy and start making money doing what you love. 54 00:03:35,310 --> 00:03:41,730 Now, if you are like me, you probably have lots of interests and passions that 55 00:03:41,730 --> 00:03:46,860 actually you could easily turn into a career and would love to do so, but it 56 00:03:46,860 --> 00:03:51,750 can be difficult to know where to start or how to make money doing what you love. 57 00:03:51,840 --> 00:03:56,920 Now, whether you're an artist, A musician, a writer, or just have some great ideas. 58 00:03:56,920 --> 00:04:00,970 Stay tuned for this conversation with Tomer because he is 59 00:04:01,209 --> 00:04:03,579 the experts just for you. 60 00:04:03,579 --> 00:04:04,170 Yes, Yes. 61 00:04:04,170 --> 00:04:05,769 Tamer, welcome to the podcast. 62 00:04:05,769 --> 00:04:07,000 Great to have you here. 63 00:04:07,209 --> 00:04:07,420 How are 64 00:04:07,420 --> 00:04:07,899 you doing? 65 00:04:08,920 --> 00:04:09,940 Tomer Hen: Thank you so much, Matt. 66 00:04:09,940 --> 00:04:10,899 It's great being here. 67 00:04:10,899 --> 00:04:13,149 That was quite an intro, so thank you for that. 68 00:04:15,700 --> 00:04:15,910 . Matt Edmundson: Yeah. 69 00:04:16,269 --> 00:04:18,159 Something we all now have to live up to? 70 00:04:18,399 --> 00:04:19,039 No, no, no. 71 00:04:19,044 --> 00:04:19,209 Where? 72 00:04:19,209 --> 00:04:21,310 Whereabouts in the world are you dialing in from? 73 00:04:22,710 --> 00:04:27,300 Tomer Hen: Right now I'm in Tel Aviv and I spend my time, um, in between, 74 00:04:27,900 --> 00:04:34,170 uh, La Tel Aviv, Austin, uh, and anywhere that I pretty much desire. 75 00:04:34,230 --> 00:04:39,870 Uh, and that's, uh, part of, uh, my, that was part of my goal as an entrepreneur, 76 00:04:39,930 --> 00:04:41,790 just living wherever I wanna live. 77 00:04:42,510 --> 00:04:42,960 Someone. 78 00:04:44,520 --> 00:04:47,370 Matt Edmundson: Well, I mean, that's awesome in the sense that, um, you 79 00:04:47,370 --> 00:04:50,130 get to travel, uh, all over the place. 80 00:04:50,460 --> 00:04:51,380 And did you. 81 00:04:52,734 --> 00:04:56,385 Did you always have that as something you wanted to do, or is that something 82 00:04:56,385 --> 00:05:00,674 that's kind of formed in the last few years of life as it were? 83 00:05:02,010 --> 00:05:03,659 Tomer Hen: Yeah, that's a, that's a great question. 84 00:05:03,659 --> 00:05:05,130 I've always loved travel. 85 00:05:05,130 --> 00:05:08,940 I've always been an entrepreneur ever since I can remember. 86 00:05:09,270 --> 00:05:10,979 And I always loved travel. 87 00:05:10,979 --> 00:05:14,280 I always, you know, I traveled with my parents and I was waiting for 88 00:05:14,549 --> 00:05:19,320 our, uh, summer holidays or, uh, just traveling all around the world 89 00:05:19,440 --> 00:05:21,780 and growing as an entrepreneur. 90 00:05:21,780 --> 00:05:24,690 I just wanted to do this more often. 91 00:05:24,840 --> 00:05:30,000 Uh, I never thought that I would, uh, be as free to actually leave. 92 00:05:30,865 --> 00:05:35,655 A few months here, a few months there, and just going with, uh, you know, 93 00:05:35,655 --> 00:05:39,885 with the win, just, just deciding where I wanna spend the next few months. 94 00:05:40,275 --> 00:05:45,375 Uh, also growing my business on that same location or the same city going 95 00:05:45,375 --> 00:05:47,355 to meetups, events, conferences. 96 00:05:48,300 --> 00:05:52,920 Just building sort of a community in, in cities that I travel to, 97 00:05:52,920 --> 00:05:57,720 it's not just about sighting or eating in, in, in local restaurants. 98 00:05:57,720 --> 00:06:02,280 It's all about building a community, um, knowing the local entrepreneurs, 99 00:06:02,280 --> 00:06:06,000 the local businesses, and that's part of, of the passion that I have. 100 00:06:06,005 --> 00:06:08,760 It's not just about going on a vacation because I feel. 101 00:06:09,905 --> 00:06:14,595 I don't have to, I, I've built my, my routine or my life in a way that 102 00:06:14,595 --> 00:06:18,855 I don't have to go on a vacation and just unplug for a few months 103 00:06:19,065 --> 00:06:21,555 just to, to reset or recover. 104 00:06:21,765 --> 00:06:27,555 Um, I could recover on that same day, just, you know, work for an hour or I 105 00:06:27,555 --> 00:06:29,775 could recover for a week or a month. 106 00:06:30,165 --> 00:06:33,315 Um, but I really love what I'm doing and when it's not. 107 00:06:34,245 --> 00:06:38,594 I just give up on that project or that task or even that business. 108 00:06:38,594 --> 00:06:42,325 So fun is basically what leads my. 109 00:06:44,215 --> 00:06:44,705 Matt Edmundson: Yeah. 110 00:06:44,705 --> 00:06:45,195 Yeah, I was gonna say 111 00:06:45,195 --> 00:06:47,025 that's quite an interesting metric, isn't it? 112 00:06:47,025 --> 00:06:47,355 Fun? 113 00:06:47,835 --> 00:06:52,335 Uh, because everybody's wrapped up with metrics like ROI and average order value 114 00:06:52,335 --> 00:06:53,775 and, and all these sorts of things. 115 00:06:54,255 --> 00:06:55,545 Uh, I quite like that. 116 00:06:55,575 --> 00:06:58,125 What's the fun level, uh, in what we are doing? 117 00:06:58,125 --> 00:06:59,715 How fun is it? 118 00:06:59,805 --> 00:07:03,525 So you, you mentioned that your, um, you traveled with your parents. 119 00:07:03,525 --> 00:07:04,945 Were your parents entrepreneurial? 120 00:07:04,945 --> 00:07:05,895 Is that where you picked it up? 121 00:07:07,875 --> 00:07:09,015 Tomer Hen: Um, to be honest, no. 122 00:07:09,015 --> 00:07:14,985 I mean, my mom, um, uh, she works for a big software company and my dad has been 123 00:07:15,255 --> 00:07:19,785 a self-employed accountant, so they always had to, when they went on a vacation, 124 00:07:19,785 --> 00:07:23,685 they had to go on a vacation, so they were not location free by any sense. 125 00:07:23,685 --> 00:07:24,375 I guess that's. 126 00:07:24,849 --> 00:07:30,010 Where I figured out that when I grow up, I wanna travel and be location free so I can 127 00:07:30,010 --> 00:07:31,690 just, you know, travel as much as I want. 128 00:07:31,690 --> 00:07:35,409 Just like, just like a kid that wants to eat as much candy as 129 00:07:35,414 --> 00:07:36,729 they want when they move out. 130 00:07:37,090 --> 00:07:42,669 Um, this is basically what, what, what led me into saying I only do business. 131 00:07:42,669 --> 00:07:48,880 That, uh, that gets, gets me that goal of being location free and traveling all. 132 00:07:49,575 --> 00:07:54,165 Um, I still don't have kids, so I guess that's easier and that might change, 133 00:07:54,525 --> 00:07:58,995 uh, when, when I have my own family, but for now I'm just, uh, seizing the 134 00:07:58,995 --> 00:07:59,385 moment. 135 00:08:01,785 --> 00:08:04,425 Matt Edmundson: Yeah, well do it, Do it, do it, do it. 136 00:08:04,425 --> 00:08:08,745 It's funny actually because, um, my kids, I have three kids and my 137 00:08:08,745 --> 00:08:14,175 kids are, uh, two of them, uh, this year are gonna be in university and 138 00:08:14,175 --> 00:08:16,975 one of them is, is sort of 15 16. 139 00:08:17,865 --> 00:08:22,125 And so I'm, I'm kind of coming outta that phase where you have to be around all 140 00:08:22,125 --> 00:08:25,995 the time, uh, to get the kids to school and all that sort of stuff, you know, And 141 00:08:25,995 --> 00:08:29,715 it's, we're sort of coming, coming out the other side and I'm, I'm quite looking 142 00:08:29,720 --> 00:08:31,125 forward to that, if I'm honest with you. 143 00:08:31,125 --> 00:08:33,164 So I look, I enjoyed it pre-kids. 144 00:08:33,169 --> 00:08:36,765 I've enjoyed having kids immensely and I'm enjoying the sort of, the 145 00:08:36,765 --> 00:08:40,250 idea of the empty nest syndrome, as we call it here in the uk. 146 00:08:40,819 --> 00:08:42,799 Um, so you get to travel, right? 147 00:08:42,829 --> 00:08:44,750 You get to do this whole entrepreneurial thing. 148 00:08:44,750 --> 00:08:47,540 The fun fact is a big deal for you doing stuff that doesn't 149 00:08:47,540 --> 00:08:49,520 tie you down to one space. 150 00:08:50,449 --> 00:08:55,910 Um, it sounds very, um, four hour work week, you know, the kind of Tim Ferris 151 00:08:55,939 --> 00:08:59,930 kind of, uh, idea, uh, in that book. 152 00:08:59,959 --> 00:09:01,099 Have you ever read that book? 153 00:09:01,099 --> 00:09:03,920 Is this where the idea sort of came from or is this something that 154 00:09:04,130 --> 00:09:06,079 you've kind of figured out along 155 00:09:06,079 --> 00:09:06,170 the. 156 00:09:07,710 --> 00:09:09,300 Tomer Hen: Yeah, that's, that's a great point. 157 00:09:09,300 --> 00:09:12,810 So, uh, four Hour Work Week was one of the first books that I ever read. 158 00:09:12,930 --> 00:09:16,380 I think it was done, Done, Get Me Up. 159 00:09:16,410 --> 00:09:18,300 I think it was like 10 years ago. 160 00:09:18,330 --> 00:09:20,640 May no more than 10 years, or like 15 years ago, probably. 161 00:09:20,910 --> 00:09:21,060 Mm-hmm. 162 00:09:21,300 --> 00:09:25,920 . Um, and I think that it's not that they got the idea from the book, but. 163 00:09:26,310 --> 00:09:30,300 I love the book so much because I could really resonate with what Tim 164 00:09:30,300 --> 00:09:35,250 Ferris has put together with what I believe in and what I wanted as a kid. 165 00:09:35,250 --> 00:09:39,810 You know, even as a 13 year old kid, this is what I wanted and I think 166 00:09:39,810 --> 00:09:43,770 that before I work with is kind of the newer version of Reach Dad, Poor dad. 167 00:09:44,010 --> 00:09:49,850 But I think that today, Um, today you have a new version of the four hour 168 00:09:49,850 --> 00:09:54,650 work week where you could see all of your work as non-work or what I like 169 00:09:54,650 --> 00:09:57,620 to call, um, uh, effortless effort. 170 00:09:57,620 --> 00:10:01,100 So I don't think that you should divide between, uh, 171 00:10:01,130 --> 00:10:03,290 your work and again, your fun. 172 00:10:03,650 --> 00:10:07,580 I think that you could really combine combined it together and people 173 00:10:07,610 --> 00:10:10,010 tend to think that they should work. 174 00:10:11,204 --> 00:10:14,805 In whatever that makes the money up until the point where it 175 00:10:14,805 --> 00:10:18,375 allows them to do whatever is fun for them or exciting for them. 176 00:10:18,614 --> 00:10:22,814 But I think that if you flip that around and you do the thing that is 177 00:10:22,814 --> 00:10:26,444 fun for you and that excites you, you will make money so you don't have 178 00:10:26,444 --> 00:10:30,584 to get all the way in trying to make as much as much money as possible. 179 00:10:30,584 --> 00:10:34,860 And then, Go out and figuring out, you know what I, I think that chapter on the 180 00:10:34,860 --> 00:10:36,480 four hour work is called Filling the Void. 181 00:10:36,720 --> 00:10:41,760 So you don't have to wait and try to fill the void, but you can say, Hey, 182 00:10:41,820 --> 00:10:43,380 what do I wanna feel my life with? 183 00:10:43,770 --> 00:10:49,860 And nowadays you can create a business around any interest, any hobby, 184 00:10:49,890 --> 00:10:51,810 any, anything that excites you. 185 00:10:51,810 --> 00:10:55,740 You can just go and TikTok and, you know, create a huge business around it. 186 00:10:55,740 --> 00:10:57,150 And you have so many evidence. 187 00:10:57,690 --> 00:11:02,220 So, uh, I think that's kind of the newer version of before I will work with, 188 00:11:04,125 --> 00:11:05,115 Matt Edmundson: Yeah, it's interesting, isn't it? 189 00:11:05,115 --> 00:11:09,405 Because now for the first time that I can remember, uh, and you know, I'm, 190 00:11:09,405 --> 00:11:13,095 I'm talking, I've got a few years of memory here, uh, for the first time that 191 00:11:13,100 --> 00:11:18,795 I can remember now, kids are coming out of school with a very definite plan of, 192 00:11:19,665 --> 00:11:22,845 um, being some kind of content creator. 193 00:11:22,875 --> 00:11:24,555 Like that's a career choice now. 194 00:11:25,775 --> 00:11:29,405 Which, I mean, when I was at school, I did nothing like that ever existed 195 00:11:29,405 --> 00:11:32,645 unless you wanted to write books, in which case she went to academia. 196 00:11:32,645 --> 00:11:37,625 But, um, but it seems to be now a very real career path. 197 00:11:37,630 --> 00:11:40,895 A very real career choice that people take is I, I want to get into this 198 00:11:40,895 --> 00:11:42,485 whole content creation type thing. 199 00:11:43,454 --> 00:11:47,055 And, um, it fascinates me in some respects I'm doing it. 200 00:11:47,055 --> 00:11:50,204 You know, we do this podcast, uh, you know, with, it's a 201 00:11:50,204 --> 00:11:51,495 form of content creation. 202 00:11:51,495 --> 00:11:56,745 We do, um, you know, we have our own online course or cohorts we're gonna 203 00:11:56,750 --> 00:12:01,095 be, uh, calling it, uh, instead of the, and so there are these things 204 00:12:01,095 --> 00:12:04,005 which we do, which years ago we. 205 00:12:05,010 --> 00:12:09,230 No, it never entered to anyone's sort of consciousness that this was actually 206 00:12:09,230 --> 00:12:12,930 a possibility that I could, that I could create some kind of content 207 00:12:12,930 --> 00:12:15,720 that people would be willing to buy. 208 00:12:16,170 --> 00:12:17,970 Uh, and yeah, so you're right. 209 00:12:17,970 --> 00:12:20,490 I mean, kids coming outta school now going, I'm just gonna be, you 210 00:12:20,490 --> 00:12:21,449 know, make my money outta TikTok. 211 00:12:22,050 --> 00:12:24,310 And all their parents are sitting there going, How? 212 00:12:25,100 --> 00:12:28,070 How, No, I don't, How does that work? 213 00:12:28,070 --> 00:12:28,340 Right? 214 00:12:28,740 --> 00:12:29,380 , did you again? 215 00:12:29,570 --> 00:12:30,060 Yeah. 216 00:12:30,065 --> 00:12:31,160 Even Siri wasn't sure. 217 00:12:31,670 --> 00:12:33,440 Uh, but it's kind like how does that work? 218 00:12:33,440 --> 00:12:34,880 How does that even compute? 219 00:12:35,030 --> 00:12:35,540 You know? 220 00:12:35,660 --> 00:12:39,560 Um, so it's a real interesting shift, isn't it, that this has now become 221 00:12:39,560 --> 00:12:41,180 a sort of a bigger and bigger deal. 222 00:12:41,720 --> 00:12:46,250 Uh, it, And so is this where you, where you do part of your journey is 223 00:12:46,250 --> 00:12:50,330 in, in what we call now the content economy, You know, this sort of, uh, 224 00:12:50,330 --> 00:12:52,340 is this where you run part of your. 225 00:12:53,490 --> 00:12:53,700 Tomer Hen: Right. 226 00:12:53,700 --> 00:12:55,980 That's, that's, you know, that's a really good point. 227 00:12:55,980 --> 00:13:02,790 And when I analyze this backwards and when you think about it, Kids always 228 00:13:02,790 --> 00:13:08,790 wanted to express themself and become the famous actors, singers, they wanted, 229 00:13:08,790 --> 00:13:13,530 you know, girls wanted to be Beyonce or, you know, you, you wanted to be, you 230 00:13:13,535 --> 00:13:18,480 wanted to be that famous guy you saw on MTV before you, you had, even before you 231 00:13:18,480 --> 00:13:22,860 had Instagram and, and Facebook, and you basically want, a lot of kids wanted that. 232 00:13:23,490 --> 00:13:27,840 I, I think it's not as superficial as, as Jess or Shallow as just being famous. 233 00:13:27,845 --> 00:13:28,200 It's. 234 00:13:29,730 --> 00:13:30,810 Self expression. 235 00:13:31,050 --> 00:13:31,230 Mm-hmm. 236 00:13:31,470 --> 00:13:36,600 . And then there was this period when, you know, you had Mark Zuckerberg and 237 00:13:36,720 --> 00:13:40,860 apps and people became billionaires by, by selling software, which 238 00:13:40,865 --> 00:13:42,780 was kind of novel at that time. 239 00:13:42,785 --> 00:13:46,770 And all those kids wanted to become entrepreneurs and and coders. 240 00:13:47,040 --> 00:13:53,454 And nowadays I think that's kind of a mix where, Where you get and, and 241 00:13:53,454 --> 00:13:56,745 you know, and the parents always told you, you know, you can't be an actor. 242 00:13:56,925 --> 00:13:59,385 You wanna have any money, you wanna make any money, you can't 243 00:13:59,385 --> 00:14:02,175 be a singer because there are only just a few who would make it. 244 00:14:02,505 --> 00:14:07,875 Um, and now you have this, this interesting combination between 245 00:14:07,875 --> 00:14:12,045 self-expression and anyone can express themselves in any topic. 246 00:14:12,225 --> 00:14:15,944 It doesn't have to be mainstream and go on MTV in order for it to be successful. 247 00:14:16,214 --> 00:14:16,995 Um, and you. 248 00:14:18,075 --> 00:14:22,515 You don't have to have a, a very, a hard skill like coding in order 249 00:14:22,515 --> 00:14:27,945 to become super wealthy or super successful, or super, uh, influential. 250 00:14:28,155 --> 00:14:34,485 And you have this interesting mix between, um, between the tech and internet and 251 00:14:34,485 --> 00:14:38,625 utilizing internet and technology and self-expression where you can just, 252 00:14:38,805 --> 00:14:40,185 you don't have to learn anything. 253 00:14:40,185 --> 00:14:41,535 You don't have, you just have to be your. 254 00:14:42,300 --> 00:14:45,930 And the world is becoming more and more authentic. 255 00:14:45,930 --> 00:14:50,340 People are looking for that authenticity and not necessarily, uh, building a 256 00:14:50,340 --> 00:14:55,560 very, uh, uh, uh, polished figure or a singer, or an actor or a content 257 00:14:55,565 --> 00:14:59,070 creator, which is basically the same, you know, content creator or being, 258 00:14:59,190 --> 00:15:02,910 being a very famous singer where people would pay for your performance 259 00:15:02,910 --> 00:15:05,070 or buying your songs or your albums. 260 00:15:05,220 --> 00:15:10,875 People would now pay for you to reels for them or creating TikTok videos for them? 261 00:15:10,875 --> 00:15:11,985 It's basically the same. 262 00:15:12,075 --> 00:15:15,405 It's just that the opportunities are just for anyone out there. 263 00:15:17,235 --> 00:15:17,895 Matt Edmundson: Fascinating, 264 00:15:17,900 --> 00:15:18,225 isn't it? 265 00:15:18,465 --> 00:15:21,765 Abs and there's a word there that you use that I just want to draw on and, 266 00:15:21,765 --> 00:15:26,805 and, and, and ask, like if I'm gonna get into this sort of creator economy. 267 00:15:28,185 --> 00:15:32,324 Um, is, uh, self-expression is authentic. 268 00:15:32,755 --> 00:15:34,155 Auth, I can't even say the word. 269 00:15:34,334 --> 00:15:35,535 Authenticity. 270 00:15:35,834 --> 00:15:38,474 Uh, is authenticity and self-expression. 271 00:15:38,474 --> 00:15:44,655 Some of the keys to doing this well, to unlocking, um, maybe the, the, the 272 00:15:44,655 --> 00:15:47,385 power of, uh, this sort of new economy. 273 00:15:48,375 --> 00:15:49,604 Tomer Hen: I, I think so. 274 00:15:49,635 --> 00:15:53,234 Uh, I, I know what it is not, it is not about making money. 275 00:15:53,655 --> 00:16:02,015 If you go onto this, In 2022, trying to just make money or basically just 276 00:16:02,015 --> 00:16:04,444 extract more money from the marketplace. 277 00:16:04,450 --> 00:16:08,075 I will try to get those budgets from those businesses, or I will 278 00:16:08,075 --> 00:16:10,055 try to get the attention of users. 279 00:16:10,444 --> 00:16:17,135 People are very, very sensitive for your, uh, for your why and why you're 280 00:16:17,135 --> 00:16:20,255 doing what you're doing, and if you're doing it, even if you have, you know, 281 00:16:20,255 --> 00:16:21,875 you're, you're posting daily and you. 282 00:16:22,665 --> 00:16:24,045 25 followers. 283 00:16:24,795 --> 00:16:28,125 People can sense it, people can, and, and people can sense that you're doing 284 00:16:28,125 --> 00:16:33,885 it not in order to become famous, but if you try to be whatever people want you 285 00:16:33,885 --> 00:16:36,765 to be and not being your authentic self. 286 00:16:37,125 --> 00:16:40,785 I know this could be, you know, it, it could sound very spiritual, but 287 00:16:40,785 --> 00:16:43,724 at the end of the day you can see the data and you can see that the 288 00:16:44,055 --> 00:16:48,285 more successful people out there, um, they were just being themselves. 289 00:16:48,555 --> 00:16:49,935 And if you do. 290 00:16:50,550 --> 00:16:55,590 It comes down to being consistent because if you try to create content in order 291 00:16:55,590 --> 00:17:01,230 to force an outcome in order to get the followers, and it's, it takes time. 292 00:17:01,260 --> 00:17:04,740 It takes time and effort, you would probably break down because 293 00:17:04,740 --> 00:17:07,470 you can't fake yourself as much. 294 00:17:07,819 --> 00:17:12,650 As you need to in order to build up those followers, build up this, 295 00:17:12,710 --> 00:17:14,869 uh, uh, trust within the audience. 296 00:17:14,990 --> 00:17:17,300 But if you do what you love, if you're just being yourself, you're 297 00:17:17,300 --> 00:17:21,889 just talking to a friend and, and you know, even if you, if you, even 298 00:17:21,889 --> 00:17:23,359 if you recommend products, right? 299 00:17:23,389 --> 00:17:27,530 That's what you do for, that's what you love, you love, uh, uh, food, or 300 00:17:27,530 --> 00:17:29,450 you'll have supplements, or you'll have restaurants or you'll love 301 00:17:29,450 --> 00:17:32,570 whatever, and you just do this for fun because this is what you love and you. 302 00:17:33,449 --> 00:17:38,550 Um, you, you would have the consistency and you have the commitment to do 303 00:17:38,550 --> 00:17:41,760 this daily because again, coming back to the fun fact, or you just do 304 00:17:41,760 --> 00:17:43,919 this for fun and it'll just build up. 305 00:17:43,919 --> 00:17:47,850 But if you try to force it, if you try to say, Hey, this is a trend on TikTok. 306 00:17:48,060 --> 00:17:53,159 Let's post daily, you will probably break up before you get this traction and 307 00:17:53,439 --> 00:17:57,030 you get this exponential growth that is needed in order to actually make a living. 308 00:17:57,389 --> 00:17:58,860 So it's not just about. 309 00:17:59,475 --> 00:18:02,565 You know, the saying those nice words about a b be 310 00:18:02,565 --> 00:18:03,855 authentic and you'll make money. 311 00:18:03,915 --> 00:18:07,845 I think that actually backs up with the data and it backs up with our 312 00:18:07,845 --> 00:18:12,885 human, um, uh, the, the way we are built as human beings, where we need 313 00:18:13,155 --> 00:18:17,355 to have a purpose and we need to, to have, well, basically we need to 314 00:18:17,355 --> 00:18:18,735 have fun in order to be consistent. 315 00:18:19,905 --> 00:18:20,145 Matt Edmundson: Yeah. 316 00:18:20,145 --> 00:18:21,495 I love that. 317 00:18:21,555 --> 00:18:25,545 I mean, one of the things that you said there about being sensitive, 318 00:18:25,605 --> 00:18:28,305 you know, the, the viewer, the people responding to your content 319 00:18:28,310 --> 00:18:29,895 are very sensitive to your why. 320 00:18:30,765 --> 00:18:35,655 Um, I, I've got down here a quote from you, uh, Tomer that, uh, you mentioned 321 00:18:35,660 --> 00:18:39,855 previously said, what, when you realize it's all about who you serve and not 322 00:18:39,855 --> 00:18:43,755 what you sell, then that's the main advantage for every brand, which I 323 00:18:43,755 --> 00:18:45,345 thought was a phenomenal thing to say. 324 00:18:45,855 --> 00:18:47,775 Um, understanding who you serve. 325 00:18:49,350 --> 00:18:54,210 And being authentic to you and to that community seems to be, for me, 326 00:18:54,900 --> 00:19:00,660 mixed with this idea of consistency, um, the way to win in this arena. 327 00:19:00,990 --> 00:19:04,020 I guess my other observation is having now done this podcast for two 328 00:19:04,025 --> 00:19:07,260 years, uh, it's not a quick thing. 329 00:19:07,290 --> 00:19:11,040 I mean, there are people that rise through the ranks very quickly, it seems, but 330 00:19:11,040 --> 00:19:12,810 on the whole, the majority of people. 331 00:19:13,395 --> 00:19:18,435 Um, you, it's not like you start today and tomorrow it, it's all working fine. 332 00:19:18,615 --> 00:19:18,915 Right? 333 00:19:18,915 --> 00:19:21,015 I mean, we're, we're two years in. 334 00:19:21,015 --> 00:19:24,225 We're still, I think we're getting better at understanding the journey and, 335 00:19:24,225 --> 00:19:25,515 and what we're doing with the podcast. 336 00:19:26,055 --> 00:19:28,215 Um, but we never started it out to make money. 337 00:19:28,215 --> 00:19:30,675 We just started out, Cause we like talking about e-commerce. 338 00:19:31,575 --> 00:19:33,795 We've met some amazing people along the way and now he is 339 00:19:34,225 --> 00:19:35,775 actually helping us to make money. 340 00:19:36,495 --> 00:19:37,785 But it took a little while. 341 00:19:37,785 --> 00:19:42,045 I don't know if, if, if that's just me or if that's a general, a general. 342 00:19:44,475 --> 00:19:47,595 Tomer Hen: I, I think, I think that's a general truth because nowadays you 343 00:19:47,595 --> 00:19:51,945 have, so the days of just putting a product out there, and a product 344 00:19:51,945 --> 00:19:56,235 could be an Amazon listing, it could be a Shopify store, it could be a 345 00:19:56,235 --> 00:19:59,865 Facebook ad, it could be a podcast, it could be an email that you send out. 346 00:19:59,870 --> 00:20:00,125 Mm-hmm. 347 00:20:00,345 --> 00:20:03,405 . The days of just putting this product out there in the world and 348 00:20:03,405 --> 00:20:07,565 expecting to just make money and get the attention are probably. 349 00:20:08,235 --> 00:20:13,785 Um, so you need, you have a lot of competition, even if the upcoming 350 00:20:14,145 --> 00:20:16,605 platforms like TikTok where you. 351 00:20:17,719 --> 00:20:20,699 Uh, uh, uh, you know, comparably, you have less competition, but you 352 00:20:20,699 --> 00:20:26,100 still have that competition of the attention of the budgets, of the, uh, 353 00:20:26,520 --> 00:20:30,750 of, of the audience being resonating with whatever you have to say or sell. 354 00:20:31,110 --> 00:20:35,699 So you have to be mindful and, and know that it would take time either way. 355 00:20:35,969 --> 00:20:39,149 It would take time whether you do whatever you wanna do, and it would 356 00:20:39,149 --> 00:20:42,149 take time if you wanna do whatever you think people want you to do. 357 00:20:42,780 --> 00:20:46,260 So if you can keep up with creating content. 358 00:20:47,040 --> 00:20:55,140 Every day or every week for month or years, um, you will probably win because 359 00:20:55,170 --> 00:21:00,300 if you could resonate with even 50 people who would listen to your podcast 360 00:21:00,330 --> 00:21:06,180 or read your posts, but it would be very, very, it would speak directly to 361 00:21:06,180 --> 00:21:09,810 their hearts, It would speak directly to whatever they want to feel, and they 362 00:21:09,810 --> 00:21:12,450 believe you and they believe in your why. 363 00:21:12,750 --> 00:21:15,450 That is way more powerful than having 5,000. 364 00:21:16,560 --> 00:21:22,050 You know, randomly, uh, uh, seeing your video on the TikTok algorithm because you 365 00:21:22,055 --> 00:21:27,930 knew how to hack the, you know, the, the, the last hack of how to hack, you know, 366 00:21:28,080 --> 00:21:32,700 the Instagram or the TikTok algorithm, because those people will follow you. 367 00:21:32,730 --> 00:21:33,660 They believe you. 368 00:21:33,750 --> 00:21:35,460 They will send this to your friend. 369 00:21:35,460 --> 00:21:38,730 They will think about it after they watch your video or your content, 370 00:21:38,730 --> 00:21:41,880 or listen to your podcast, and then they would also buy your product. 371 00:21:42,210 --> 00:21:42,300 Mm-hmm. 372 00:21:42,540 --> 00:21:44,310 . But people sometimes try. 373 00:21:45,149 --> 00:21:46,260 Just sell a product. 374 00:21:46,260 --> 00:21:48,090 They try to get to the end of it. 375 00:21:48,090 --> 00:21:52,889 They, they think that if they learn the different, um, components 376 00:21:52,919 --> 00:21:56,010 of the Amazon algorithms, they will build a successful brand. 377 00:21:56,010 --> 00:22:00,120 But there is a huge difference, a huge difference between selling 378 00:22:00,120 --> 00:22:01,889 a product and building a brand. 379 00:22:02,159 --> 00:22:06,060 And when I say this, I don't just mean physical products. 380 00:22:06,060 --> 00:22:10,080 I think that it has huge difference between putting a 381 00:22:10,080 --> 00:22:12,419 very viral video on TikTok. 382 00:22:12,745 --> 00:22:18,565 Or building a brand on TikTok or a podcast or whatever it is, because a brand is 383 00:22:18,565 --> 00:22:24,295 someone or something that you choose to go after you choose to buy because 384 00:22:24,475 --> 00:22:25,885 they believe in what you believe in. 385 00:22:26,305 --> 00:22:30,775 Um, they, you know the reason, you know that they serve you. 386 00:22:30,805 --> 00:22:35,605 And basically if you can get to a point where that, where, 387 00:22:35,665 --> 00:22:37,015 where, where that person. 388 00:22:37,514 --> 00:22:42,165 Feels and believe that you are the only person or the only brand 389 00:22:42,435 --> 00:22:44,294 to help them with their journey. 390 00:22:44,685 --> 00:22:47,685 That's where you win a customer or a fan for life. 391 00:22:47,804 --> 00:22:48,815 That's what I believe in. 392 00:22:50,504 --> 00:22:50,805 Matt Edmundson: Yeah. 393 00:22:50,805 --> 00:22:52,605 And so true. 394 00:22:52,635 --> 00:22:54,915 And uh, and it's a fascinating one, isn't it? 395 00:22:54,945 --> 00:22:58,305 Because I mean, this applies, like you say, for selling hard 396 00:22:58,305 --> 00:23:01,815 products, um, physical products, digital products, whatever it 397 00:23:01,815 --> 00:23:04,274 is, the, the, the basic premises. 398 00:23:04,485 --> 00:23:08,445 And, and I get asked all the time, you know, one of the big questions is why 399 00:23:08,445 --> 00:23:10,125 would I set up an e-commerce website? 400 00:23:10,125 --> 00:23:10,905 I can't compete with. 401 00:23:11,685 --> 00:23:11,925 Right. 402 00:23:11,925 --> 00:23:13,485 It's that how do I compete with Amazon? 403 00:23:13,875 --> 00:23:17,325 And Amazon is great at being a commodity based website. 404 00:23:17,355 --> 00:23:19,365 You go on there, you search it, you find it, you buy it. 405 00:23:19,754 --> 00:23:21,915 I don't really know who I've bought it from. 406 00:23:21,915 --> 00:23:23,445 I've just gone bought this product. 407 00:23:23,865 --> 00:23:26,895 But more and more the consumer is going, No, no, Hang on a minute. 408 00:23:27,585 --> 00:23:29,534 I wanna know a little bit more about this product. 409 00:23:29,534 --> 00:23:30,915 I wanna know where it's come from. 410 00:23:30,945 --> 00:23:32,805 I wanna know why you've made it. 411 00:23:33,034 --> 00:23:33,565 I Do. 412 00:23:33,565 --> 00:23:33,806 You know what I mean? 413 00:23:34,455 --> 00:23:35,235 Like clothing. 414 00:23:35,235 --> 00:23:38,985 We are moving away from fast fashion to people buying more sustainable clothing. 415 00:23:38,985 --> 00:23:40,455 You see these trends, which are. 416 00:23:41,655 --> 00:23:42,764 You can't do that on Amazon. 417 00:23:43,245 --> 00:23:49,004 And so the way I think you compete with Amazon is you create a brand 418 00:23:49,010 --> 00:23:52,185 voice and you tell that story and you connect with a customer in a way 419 00:23:52,185 --> 00:23:56,805 that Amazon can't and never could do because they're a big supermarket. 420 00:23:56,805 --> 00:23:57,945 They just sell commodities. 421 00:23:57,950 --> 00:24:00,014 Whereas you are selling something, you're invested in. 422 00:24:00,205 --> 00:24:00,504 Right. 423 00:24:00,504 --> 00:24:04,165 You care deeply about these products and how they're gonna help people. 424 00:24:04,705 --> 00:24:06,835 And I think that's the way you win, right? 425 00:24:06,835 --> 00:24:08,695 Against people like Amazon. 426 00:24:08,695 --> 00:24:12,564 So I'm living this, I'm living this whole, um, you know, you've gotta 427 00:24:12,564 --> 00:24:16,044 develop again, that being sensitive to your why, your purpose, why are 428 00:24:16,044 --> 00:24:17,845 you here and telling that story. 429 00:24:18,504 --> 00:24:21,655 Super, super well, I mean is is incredible. 430 00:24:22,225 --> 00:24:26,905 So let's talk a little bit more about the creator economy and. 431 00:24:28,290 --> 00:24:31,110 Yeah, I mean, you've mentioned TikTok, you've mentioned Instagram, 432 00:24:31,110 --> 00:24:34,379 but what are, what are some of the ways that we maybe should be 433 00:24:34,379 --> 00:24:36,300 thinking about this creating economy? 434 00:24:36,300 --> 00:24:37,379 What does it encompass? 435 00:24:37,379 --> 00:24:41,969 What does it involve, Um, beyond just TikTok and Instagram. 436 00:24:42,479 --> 00:24:42,780 Tomer Hen: Yeah. 437 00:24:42,899 --> 00:24:43,080 Yeah. 438 00:24:43,084 --> 00:24:46,260 That's, that's a great, that's a great question and a topic 439 00:24:46,260 --> 00:24:47,459 that I love talking about. 440 00:24:47,790 --> 00:24:53,280 Um, You know, there, according to the data, there, there are about 50 million 441 00:24:53,580 --> 00:24:58,710 content creator with a certain certain threshold, and only about four of them, 442 00:24:59,280 --> 00:25:03,540 uh, said that they, they're able to make living out of the content that they 443 00:25:03,545 --> 00:25:05,190 make and for, for different reasons. 444 00:25:05,195 --> 00:25:07,980 Some of them, we, we actually mentioned here on our conversation 445 00:25:08,370 --> 00:25:12,750 and the today, the most common way for creators to monetize their content. 446 00:25:13,590 --> 00:25:18,510 Uh, collaborating with another brand or, uh, getting sponsorships from other 447 00:25:18,510 --> 00:25:21,840 brands or having some affiliate deals with other brands and promote them. 448 00:25:22,200 --> 00:25:27,990 But I think that nowadays, and you know, We go into a recession, a 449 00:25:27,990 --> 00:25:32,490 lot of creators say that, uh, they feel too dependent on those brands. 450 00:25:32,490 --> 00:25:37,230 They feel that they are bind, they are bind to the regulations, 451 00:25:37,230 --> 00:25:40,200 those brands put up on them, what they can say, what they can't say, 452 00:25:40,205 --> 00:25:41,550 how they can present the product. 453 00:25:41,730 --> 00:25:46,230 And eventually there is this conflict between they need to serve the brand, 454 00:25:46,230 --> 00:25:49,649 but they also need to make money and they also need to serve their 455 00:25:50,120 --> 00:25:53,850 audience and be authentic to themselves as of what, what we just said. 456 00:25:54,945 --> 00:26:01,005 I think that although it's pretty easy to hook up with another brand or just 457 00:26:01,005 --> 00:26:06,165 get, you know, X amount of dollars or, or a percentage of a sale with another 458 00:26:06,165 --> 00:26:10,215 brand, I think if a creator really wants to level up their game, both 459 00:26:10,965 --> 00:26:16,185 personally, financially, professionally, is to build their own brand. 460 00:26:17,355 --> 00:26:20,625 You know, I, I, I know how to build consumer brand. 461 00:26:20,625 --> 00:26:24,585 So it could be any type of brand, it could be an, uh, a digital product brand, 462 00:26:24,585 --> 00:26:26,205 it could be a physical product brand. 463 00:26:26,535 --> 00:26:30,675 Um, but creators who are starting to build, and we see this more 464 00:26:30,680 --> 00:26:34,695 and more in the creator economy where, um, creators say, Hey, I 465 00:26:34,695 --> 00:26:36,315 don't want to work for that brand. 466 00:26:36,315 --> 00:26:41,235 I wanna say whatever I wanna say, and my content is my product, and 467 00:26:41,235 --> 00:26:43,425 I could attach a physical product. 468 00:26:44,145 --> 00:26:48,254 To my content and my audience and share whatever I believe 469 00:26:48,254 --> 00:26:51,675 in, not just for my content, but also through physical product. 470 00:26:51,675 --> 00:26:54,584 It could be a makeup brand, it could be a supplement brand, it 471 00:26:54,590 --> 00:26:58,995 could be a food brand, it could be, um, you know, uh, a car organizer. 472 00:26:58,995 --> 00:26:59,445 It could be. 473 00:26:59,925 --> 00:27:03,945 All sorts of brands that relate to the audience that you serve. 474 00:27:03,945 --> 00:27:07,785 Not necessarily just your following, but the person, again, coming 475 00:27:07,785 --> 00:27:11,385 back to that person who follows you, who is your biggest fan? 476 00:27:11,925 --> 00:27:14,145 What can you produce to him? 477 00:27:14,145 --> 00:27:18,345 What can you bring to the world that would serve them as a person? 478 00:27:18,675 --> 00:27:19,635 Um, that would. 479 00:27:20,240 --> 00:27:26,330 That would probably be way more successful by all means than any brand that you 480 00:27:26,330 --> 00:27:32,270 could collaborate with just because you can get as specific to saying whatever 481 00:27:32,270 --> 00:27:35,990 it is that you specifically want to say and you want to bring to the world. 482 00:27:35,990 --> 00:27:40,639 And as a creator, you have, you know, you have a very specific voice 483 00:27:40,639 --> 00:27:42,680 and this is the reason why you. 484 00:27:44,010 --> 00:27:47,040 So many views than your competitors. 485 00:27:47,100 --> 00:27:50,610 You then you get, you know, the attention of other followers. 486 00:27:50,790 --> 00:27:55,230 Once you find that voice and you realize who is that person, why they are special, 487 00:27:55,230 --> 00:27:58,710 and why they follow you, what they believe in, what's the journey that they go with. 488 00:27:59,100 --> 00:28:03,570 Um, it's very easy to build a physical product brand around that person. 489 00:28:03,870 --> 00:28:07,490 And because you have, you already have the attention and you have the cred. 490 00:28:08,100 --> 00:28:10,200 It, it would be pretty easy for you. 491 00:28:10,500 --> 00:28:12,720 Um, well, I would say it's pretty simple. 492 00:28:12,720 --> 00:28:16,889 It's not always easy to build a physical product brand around, around that person. 493 00:28:16,889 --> 00:28:20,879 So I'm, I'm really fascinated by all those creators, uh, at different 494 00:28:20,879 --> 00:28:24,690 stages where they said, I don't wanna work for those bigger brands. 495 00:28:24,870 --> 00:28:28,800 I don't wanna work, I don't want to promote something that I don't believe in. 496 00:28:29,190 --> 00:28:34,830 Um, they, they do, um, they do state a very bold statement and decision 497 00:28:34,860 --> 00:28:36,659 where they know they might give up. 498 00:28:38,025 --> 00:28:44,235 Immediate income, but for the sake of being truly independent with the 499 00:28:44,235 --> 00:28:48,315 messaging that they, they convey to their audience, uh, the amount of money 500 00:28:48,315 --> 00:28:52,065 they can make and the product that they wanna promote on their channels. 501 00:28:54,255 --> 00:28:54,585 Matt Edmundson: Yeah, I 502 00:28:54,590 --> 00:28:58,575 mean that's, that's really fascinating that, and we've talked about this 503 00:28:58,575 --> 00:29:04,995 before on the show, um, when it comes to influences and, and using influences and, 504 00:29:05,935 --> 00:29:12,945 uh, Why brands, why the brand themselves, you know, do they wanna use influence? 505 00:29:12,945 --> 00:29:15,735 Because actually now the power is starting to, with the influences 506 00:29:15,735 --> 00:29:18,645 going, actually I'm not quite sure I wanna work with that brand anymore. 507 00:29:18,645 --> 00:29:21,165 And like, and like you said, I think it's quite fascinating the turn 508 00:29:21,165 --> 00:29:23,415 of events now and the technology. 509 00:29:23,420 --> 00:29:28,575 Like we had, uh, the get car on the show, uh, David from Get Car and he was talking 510 00:29:28,575 --> 00:29:32,595 about this, you know, and about how you can um, you can now start to leverage 511 00:29:32,595 --> 00:29:34,995 technology to build out platforms. 512 00:29:35,720 --> 00:29:38,750 That enable you to create your own website, you're, you're an influencer. 513 00:29:38,750 --> 00:29:42,440 You've got the content out there where you can now sell, uh, product 514 00:29:42,440 --> 00:29:43,730 directly off the back of that. 515 00:29:44,120 --> 00:29:48,050 So if you were, um, Toma, if you were launching an e-commerce business 516 00:29:48,050 --> 00:29:51,285 today, Is this how you would start? 517 00:29:51,285 --> 00:29:54,225 Would you go right, I'm, I'm gonna, I have a product. 518 00:29:54,525 --> 00:29:57,435 Um, uh, and I know you've got a supplement brand, haven't you? 519 00:29:57,435 --> 00:29:58,605 So I've got this product here. 520 00:29:58,785 --> 00:30:03,735 I'm gonna go and find a community that that product connects with and I'm gonna 521 00:30:03,735 --> 00:30:05,775 go, uh, connect with that community. 522 00:30:05,775 --> 00:30:06,945 I'm gonna speak to that community. 523 00:30:06,945 --> 00:30:09,105 I'm be consistent in my content creation. 524 00:30:09,675 --> 00:30:13,395 That reaches out to that community, and that's how I'm gonna grow my brand. 525 00:30:13,395 --> 00:30:14,235 I'm gonna be authentic. 526 00:30:14,235 --> 00:30:15,195 I'm gonna be consistent. 527 00:30:15,465 --> 00:30:18,284 It might not make money today, but ultimately I know I'm gonna 528 00:30:18,290 --> 00:30:19,875 win if I'm in there every day. 529 00:30:20,054 --> 00:30:20,925 Is that how you would do it? 530 00:30:21,554 --> 00:30:21,794 Tomer Hen: Yes. 531 00:30:21,844 --> 00:30:23,114 I, I would even, I would even go. 532 00:30:23,730 --> 00:30:30,000 Deeper and and perhaps do whatev what you said, but I would even flip 533 00:30:30,000 --> 00:30:34,050 that around and say, I want to find that community that I want to serve. 534 00:30:34,050 --> 00:30:35,670 And then I would build a brand around them. 535 00:30:36,120 --> 00:30:41,820 And what most people do is trying to develop product, or they already develop 536 00:30:41,825 --> 00:30:44,520 and produce the product and then say, Okay, now let's find who wants to. 537 00:30:45,330 --> 00:30:48,810 Or let's find influencers or the communities or the groups that 538 00:30:48,810 --> 00:30:51,990 would be interested in my product rather than just going and say, 539 00:30:51,990 --> 00:30:53,880 Hey, there's a community here. 540 00:30:54,360 --> 00:30:57,240 They are very loyal to that journey. 541 00:30:57,480 --> 00:31:02,370 They are very, um, they are very, uh, uh, excited about these kind of 542 00:31:02,370 --> 00:31:06,900 products or they have these very urgent problems and I could really resonate. 543 00:31:07,890 --> 00:31:09,990 Person with that journey, with that problem. 544 00:31:10,200 --> 00:31:14,790 Now let's find the solutions that we could create in order to help them. 545 00:31:15,000 --> 00:31:17,610 And those solutions could turn into content. 546 00:31:17,640 --> 00:31:20,700 They could turn into physical product, they can tell into a book, 547 00:31:20,760 --> 00:31:24,810 a digital product, and it could turn into a brand that consists all 548 00:31:24,810 --> 00:31:26,340 of these aspects together, right? 549 00:31:26,370 --> 00:31:29,670 You can launch a book that sells a supplement brand. 550 00:31:30,420 --> 00:31:35,400 When, uh, uh, as a, as an apps you can, uh, launch, uh, uh, you can 551 00:31:35,400 --> 00:31:40,860 work with an influencer to create, uh, uh, an Instagram, uh, uh, uh, 552 00:31:41,010 --> 00:31:45,900 uh, content that would, uh, that would serve that, that audience and 553 00:31:45,900 --> 00:31:48,000 that would promote your food brand. 554 00:31:48,240 --> 00:31:51,660 So, one, but it's the same person, It's the same audience, it's 555 00:31:51,930 --> 00:31:54,990 the same community, it's just different form of solutions. 556 00:31:55,050 --> 00:31:56,520 And once that person. 557 00:31:56,865 --> 00:32:02,235 Have seen your, your content on Instagram and they read your book and they got 558 00:32:02,235 --> 00:32:06,345 this email from you, they would probably buy your product because they believe 559 00:32:06,345 --> 00:32:11,805 that you are the best person and this is the best brand for them to solve their 560 00:32:11,805 --> 00:32:14,265 problem or to progress on their journey. 561 00:32:14,895 --> 00:32:19,185 And this is how I see brand building as opposed to just trying to sell products 562 00:32:19,395 --> 00:32:21,885 in this highly competitive market. 563 00:32:23,430 --> 00:32:26,639 Matt Edmundson: I, I wish I could just hit listeners. 564 00:32:26,639 --> 00:32:30,000 If you're listening, just hit the rewind button and just listen to that 565 00:32:30,000 --> 00:32:33,360 paragraph again because I think I was writing about this this morning 566 00:32:33,420 --> 00:32:39,240 where, where 99% of e-commerce businesses fail is they will just go 567 00:32:39,510 --> 00:32:41,580 and get any old product and then go. 568 00:32:42,959 --> 00:32:45,629 I now need to figure out how to sell this, right? 569 00:32:45,750 --> 00:32:45,840 Mm-hmm. 570 00:32:46,080 --> 00:32:48,659 , and it's, it's, it's totally backwards. 571 00:32:48,659 --> 00:32:50,189 It's totally the wrong way around. 572 00:32:50,850 --> 00:32:54,060 Um, and the classic bond, you know, was with the drop shipping for years. 573 00:32:54,064 --> 00:32:55,620 We've talked about this before in the show. 574 00:32:55,620 --> 00:32:59,790 Again, it's, you know, the, the, you go to Alibaba or wherever, 575 00:32:59,794 --> 00:33:03,270 you know Ali Express, and you find some sunglasses, which are like $2. 576 00:33:03,270 --> 00:33:04,889 And you think I can sell those for 20. 577 00:33:05,310 --> 00:33:07,610 So I'm gonna make 18 bucks for a pair of sun glasses. 578 00:33:08,195 --> 00:33:10,235 And you've just gone and grabbed any old nonsense. 579 00:33:10,294 --> 00:33:11,645 The triple is 30,000. 580 00:33:11,645 --> 00:33:14,375 Other websites are selling that same pair of sunglasses, right? 581 00:33:14,375 --> 00:33:15,995 How have you differentiated yourself? 582 00:33:16,294 --> 00:33:18,844 You just haven't your beige or vanilla, right? 583 00:33:18,850 --> 00:33:19,955 You're just blending in. 584 00:33:20,645 --> 00:33:24,544 Um, but I, I just, I, this is why I love it, because actually no, no, no. 585 00:33:24,604 --> 00:33:27,409 The other way around is like, Understand who the community 586 00:33:27,409 --> 00:33:28,520 is that you are gonna serve. 587 00:33:28,520 --> 00:33:29,929 What's it, what do they need? 588 00:33:29,929 --> 00:33:30,919 How can I help them? 589 00:33:30,919 --> 00:33:32,149 How can I best serve them? 590 00:33:32,870 --> 00:33:33,919 Much, much better way. 591 00:33:33,919 --> 00:33:37,189 Because then you're finding products that actually people want to really buy 592 00:33:38,929 --> 00:33:38,990 Yeah. 593 00:33:38,990 --> 00:33:42,350 You know, and it's, and it, and it's that kind of, that, that 594 00:33:42,350 --> 00:33:43,730 to me just makes a lot of sense. 595 00:33:43,820 --> 00:33:45,199 An awful lot of sense. 596 00:33:47,715 --> 00:33:51,524 I, I, I'm, I'm, I'm sat here listening to the podcast, right? 597 00:33:51,524 --> 00:33:54,675 I've, let's assume I've already got an e-commerce business up and running. 598 00:33:54,975 --> 00:33:58,065 Um, I've already got a, so I've got a small community. 599 00:33:58,425 --> 00:34:00,585 Uh, I'm, I'm selling a, a product. 600 00:34:00,794 --> 00:34:02,745 I, I'm just looking around my desk for what it is. 601 00:34:03,149 --> 00:34:07,350 Um, I have, uh, , I dunno if I should show you this. 602 00:34:07,649 --> 00:34:10,949 I have here, uh, my Lego Indiana Jones. 603 00:34:11,040 --> 00:34:14,580 Uh, I'm a, I'm a bit of a fan of Lego Indiana Jones for reasons 604 00:34:14,585 --> 00:34:17,279 which I won't bore you with, but I, I do like my, my little indie, 605 00:34:17,370 --> 00:34:18,509 uh, Indiana Jones Lego there. 606 00:34:18,929 --> 00:34:22,259 So let's say I'm selling, you know, sort of unique Lego. 607 00:34:22,554 --> 00:34:23,304 Sort of things. 608 00:34:23,304 --> 00:34:26,484 And I've got, I've got my community going on and, and, you know, people 609 00:34:26,484 --> 00:34:30,114 are buying from me and what are sort of some of the things that I should 610 00:34:30,114 --> 00:34:34,824 be thinking about from a content creation here, um, that's gonna help 611 00:34:34,824 --> 00:34:36,324 me from an e-commerce point of view. 612 00:34:36,864 --> 00:34:37,134 Tomer Hen: Right. 613 00:34:37,194 --> 00:34:39,444 Yeah, that's, that's a great, uh, case study. 614 00:34:39,654 --> 00:34:46,770 So let's say that you already have your, your Indiana John, Lego store and you 615 00:34:46,770 --> 00:34:50,130 just solve it because you could find it, you're passionate about it or whatever. 616 00:34:50,130 --> 00:34:52,170 It's, So I would do two things. 617 00:34:52,200 --> 00:34:55,650 I would first, the first step that I would do is I would find 618 00:34:55,655 --> 00:34:57,630 out who are your best customers? 619 00:34:57,660 --> 00:34:58,950 And I would speak to them. 620 00:34:59,130 --> 00:35:00,720 I would have phone calls with them. 621 00:35:00,930 --> 00:35:02,310 I would send questionnaires. 622 00:35:02,370 --> 00:35:04,230 I would counter their house, whatever you can. 623 00:35:05,265 --> 00:35:09,885 To find out who is that person and by saying who is that person? 624 00:35:10,365 --> 00:35:15,045 Sometimes brand owners or store owners mistake by saying, Okay, 625 00:35:15,045 --> 00:35:20,265 my audience is a 20 to 55 year old male from the United States 626 00:35:20,565 --> 00:35:20,865 Right. 627 00:35:21,405 --> 00:35:22,425 That's not a person. 628 00:35:23,625 --> 00:35:23,895 , that's, 629 00:35:23,985 --> 00:35:25,515 Matt Edmundson: Sorry, I'm laughing cause I'm agreeing with you. 630 00:35:25,515 --> 00:35:25,785 Sorry. 631 00:35:25,785 --> 00:35:29,505 Tomer Hen: That's no, I mean that's, that's really not a person and you don't 632 00:35:29,505 --> 00:35:31,935 have someone who is between 20 to 55. 633 00:35:31,965 --> 00:35:33,735 You have a person. 634 00:35:34,290 --> 00:35:38,790 At a certain age with a certain interest and certain reasons. 635 00:35:38,850 --> 00:35:42,540 That's the main thing and that's the main thing that you need to find out. 636 00:35:42,660 --> 00:35:45,210 What is the reason they're buying your products? 637 00:35:45,215 --> 00:35:46,810 Because there is a reason. 638 00:35:47,385 --> 00:35:49,125 They are buying this product. 639 00:35:49,125 --> 00:35:52,185 It's not just because it's not random choices. 640 00:35:52,365 --> 00:35:56,805 There's a reason why they wanted to exchange or hard earn, hard earned dollars 641 00:35:57,105 --> 00:35:59,625 for that product from us specifically. 642 00:35:59,805 --> 00:36:04,185 And you need to find out why is that Once you find out why they buy your product 643 00:36:04,575 --> 00:36:09,495 and what problem does it solve for them or what, how does it improve their life? 644 00:36:09,915 --> 00:36:15,015 This is where you, the next step would be is to find out where they hang out. 645 00:36:16,635 --> 00:36:18,015 Content do they consume? 646 00:36:18,135 --> 00:36:20,565 What TV shows do they watch? 647 00:36:20,625 --> 00:36:22,395 What podcast do they listen to? 648 00:36:22,545 --> 00:36:27,225 What Instagram pages do they follow and what communities do they hang out? 649 00:36:27,315 --> 00:36:27,615 Right? 650 00:36:27,615 --> 00:36:33,735 If you have a product, a fitness product, and you realize that your best customers, 651 00:36:33,735 --> 00:36:38,985 the ones that always buy your product are, uh, CrossFit trainers, right? 652 00:36:38,985 --> 00:36:40,845 You can find out where do they hang out? 653 00:36:40,845 --> 00:36:43,305 Do they hang out at their CrossFit gyms? 654 00:36:43,305 --> 00:36:44,205 Do they hang out in. 655 00:36:45,150 --> 00:36:48,840 Three groups on Facebook and go to these communities and find out 656 00:36:48,840 --> 00:36:53,130 how you can better serve people who are like them, people who are 657 00:36:53,220 --> 00:36:58,170 from that same, um, uh, profile or the same persona as your audience. 658 00:36:58,440 --> 00:36:58,950 And. 659 00:36:59,385 --> 00:37:01,695 Talk about why you do what you do. 660 00:37:01,695 --> 00:37:05,775 Talk about why your product is the best product for these people. 661 00:37:05,775 --> 00:37:06,885 And you have this data. 662 00:37:06,975 --> 00:37:10,965 If you, if you have this data because you already interviewed your best customers, 663 00:37:10,965 --> 00:37:14,805 the ones that always come back and buy again and again and again, they don't 664 00:37:14,805 --> 00:37:19,185 buy because you, your product costs $5 less than the cheapest one on Amazon. 665 00:37:19,185 --> 00:37:23,835 Otherwise only the cheapest product on Amazon or in the internet would sell. 666 00:37:23,955 --> 00:37:25,035 But that's the case. 667 00:37:25,035 --> 00:37:27,375 There's a reason why people buy a certain item. 668 00:37:27,990 --> 00:37:29,640 Even if it's a higher price. 669 00:37:29,970 --> 00:37:34,470 So, or even if it's not the first result on the Amazon search result, right? 670 00:37:34,800 --> 00:37:40,230 So once you know this information and you get to understand it, just go in these 671 00:37:40,235 --> 00:37:42,630 communities, go talk to these creators. 672 00:37:42,630 --> 00:37:46,710 Go talk to these influencers or those community leaders and find out how 673 00:37:46,710 --> 00:37:51,630 you can serve them and the community that they manage if you don't have 674 00:37:51,630 --> 00:37:55,634 your own community, but, If you wanna build your own community, that's 675 00:37:55,634 --> 00:37:59,055 also something that you can do by understanding how you can serve them. 676 00:37:59,055 --> 00:38:04,335 So, for example, if they, um, bought your product because they want to spend 677 00:38:04,335 --> 00:38:09,615 more quality time with their children, find out how else you could help them 678 00:38:09,855 --> 00:38:13,845 spend more quality time with their children regardless of your product. 679 00:38:14,115 --> 00:38:18,705 Just because, you know, we all know that people don't buy. 680 00:38:20,625 --> 00:38:24,015 Your product, they buy what your product makes them feel. 681 00:38:24,015 --> 00:38:24,555 Mm-hmm. 682 00:38:24,805 --> 00:38:28,395 once figure out what it makes them feel, or at least what they want 683 00:38:28,814 --> 00:38:30,345 this product to make them feel. 684 00:38:30,524 --> 00:38:36,674 Just find out how you can make them feel that in, regardless of your products. 685 00:38:36,825 --> 00:38:42,314 If so, if you were able as a brand or as a person to make them feel a 686 00:38:42,314 --> 00:38:45,165 certain way, they will always remember. 687 00:38:45,645 --> 00:38:50,145 That feeling and they would connect your brand to that feeling, and 688 00:38:50,145 --> 00:38:54,285 then the decision making would be so much easier and clear to them 689 00:38:54,525 --> 00:38:58,395 that they would not even look for any other cheaper product in Amazon. 690 00:38:58,665 --> 00:39:03,105 They would go on Amazon and look for your brand and if your brand would not 691 00:39:03,105 --> 00:39:07,385 be there, they will go and look for it in Google and go to your website and buy it. 692 00:39:07,425 --> 00:39:11,145 Because whenever someone goes on Amazon and not looking for your 693 00:39:11,145 --> 00:39:13,065 brand, but is looking for Indiana. 694 00:39:14,100 --> 00:39:17,380 You know, Lego is a brand, but let's say that they want a Indiana Jones, uh, 695 00:39:17,380 --> 00:39:21,900 uh, figure or uh, a doll or whatever it is, they are Amazon's customer. 696 00:39:22,410 --> 00:39:26,370 If your product would not be there, they will buy for someone else 697 00:39:26,370 --> 00:39:28,020 that Amazon Choses to promote, But. 698 00:39:28,815 --> 00:39:33,015 If, uh, uh, but as long as they go on Amazon and not looking specifically 699 00:39:33,015 --> 00:39:37,125 for your brand, and even if they bought directly from you and Amazon, 700 00:39:37,265 --> 00:39:39,555 they, they are still Amazon customers. 701 00:39:39,705 --> 00:39:42,225 The day you want to be on Amazon, they will buy for someone else. 702 00:39:42,435 --> 00:39:47,835 So if you created a brand that, that made them feel a certain way, that is 703 00:39:48,105 --> 00:39:53,265 way stronger than, you know, any amount of money, uh, up to a certain point 704 00:39:53,475 --> 00:39:55,485 that, uh, they can find on Amazon. 705 00:39:55,575 --> 00:39:57,045 And if you made them feel. 706 00:39:57,480 --> 00:40:00,870 You know, a stronger feeling, they would be happy to pay 707 00:40:00,870 --> 00:40:02,820 more just to get that feeling. 708 00:40:02,820 --> 00:40:07,530 And a brand is basically a symbol for them to feel something they wanna, mm-hmm. 709 00:40:07,920 --> 00:40:09,690 feel a part of a certain community. 710 00:40:09,690 --> 00:40:13,470 They wanna, they want the brand to say something about them. 711 00:40:13,680 --> 00:40:17,160 And that is the reason why we see, you know, clothing brands. 712 00:40:18,645 --> 00:40:22,815 Could sell the same T-shirt, but just with the tiniest logo or even, not 713 00:40:22,820 --> 00:40:27,015 even something that you can see on the outside, but someone who bought it 714 00:40:27,465 --> 00:40:31,605 knows that when they buy this specific closing brand, even if they can buy the 715 00:40:31,610 --> 00:40:36,375 same shirt with a different store at half the price or quarter the price, 716 00:40:36,375 --> 00:40:41,355 they know and they feel something, something about themselves when they buy. 717 00:40:43,530 --> 00:40:46,560 Matt Edmundson: Yeah, that's, Are there any brands that sort of 718 00:40:46,560 --> 00:40:48,600 come to mind that do this for you? 719 00:40:48,600 --> 00:40:53,440 As in, you know, it could be any brand, uh, , but where you think they've, 720 00:40:53,445 --> 00:40:55,980 they've done that story really well and they've just sort of captured 721 00:40:55,980 --> 00:40:57,450 you and, and you've bought into it? 722 00:40:58,560 --> 00:41:01,020 Tomer Hen: Um, I could say, I could say something about 723 00:41:01,020 --> 00:41:05,460 Starbucks, you know, you could buy probably better. 724 00:41:05,835 --> 00:41:09,225 Cheaper coffee in many other locations, many other places. 725 00:41:09,225 --> 00:41:13,665 But something about the consistency, something about the fact that he created 726 00:41:13,665 --> 00:41:16,815 sort of a community or a place for you to be anywhere you go out in the 727 00:41:16,815 --> 00:41:20,714 world and you'll be able to go and get the same experience and get a sense 728 00:41:20,714 --> 00:41:25,274 of, um, I would say staying at home, but something that is familiar to you. 729 00:41:25,605 --> 00:41:30,095 I think that made it way better than any other coffee chain out there, although. 730 00:41:30,990 --> 00:41:35,339 Could agree that you could get probably better coffee in so 731 00:41:35,339 --> 00:41:36,870 many other, so many other places. 732 00:41:37,345 --> 00:41:37,350 . Mm-hmm. 733 00:41:37,859 --> 00:41:38,190 . Yeah. 734 00:41:38,190 --> 00:41:38,790 Matt Edmundson: I'm sure you can. 735 00:41:38,790 --> 00:41:41,160 I mean, I, I don't drink coffee, but I, I'm sure you can. 736 00:41:41,160 --> 00:41:44,069 It's, um, it's interesting that you mentioned Starbucks. 737 00:41:44,100 --> 00:41:46,710 Uh, there I wasn't expecting you to come up with Starbucks. 738 00:41:46,714 --> 00:41:49,529 I'm not gonna like, so I, That's, that's, that's interesting. 739 00:41:50,279 --> 00:41:50,700 Um. 740 00:41:51,990 --> 00:41:53,640 So I've called my customer, right? 741 00:41:53,640 --> 00:41:54,779 I've researched them. 742 00:41:54,779 --> 00:41:58,950 I've, uh, I've had lots of conversations with various different people, and I'm 743 00:41:59,250 --> 00:42:04,290 starting to understand what's going on and how I can serve, uh, my community. 744 00:42:04,290 --> 00:42:08,610 Is there anything else I need to, um, because we've not really talked about the 745 00:42:08,610 --> 00:42:10,680 tactics, which I'm quite pleased about. 746 00:42:10,680 --> 00:42:13,250 I do this on Instagram because, No, no. 747 00:42:14,265 --> 00:42:17,205 No matter what we talk about in six weeks time, you'll be outta date anyway. 748 00:42:17,295 --> 00:42:17,565 Right? 749 00:42:17,625 --> 00:42:21,225 Because the, the, the whole thing just moves on a, at, at a rapid pace. 750 00:42:21,765 --> 00:42:23,025 But the principles stay the same. 751 00:42:23,025 --> 00:42:24,915 The tactics change, but the principles stay the same. 752 00:42:24,915 --> 00:42:27,405 And I like the fact you've, you've talked about the principles. 753 00:42:27,885 --> 00:42:31,965 Um, what are some of the other, the, the, the key principles 754 00:42:31,965 --> 00:42:33,165 that I need to be aware of? 755 00:42:33,170 --> 00:42:33,705 Tomer Hen: Right. 756 00:42:34,185 --> 00:42:34,995 Um, yeah. 757 00:42:34,995 --> 00:42:39,105 I, I, I like talking about principles because, because I think you could just 758 00:42:39,105 --> 00:42:41,805 implement it across different channels. 759 00:42:42,075 --> 00:42:42,345 It's. 760 00:42:43,710 --> 00:42:44,520 Probably timeless. 761 00:42:44,850 --> 00:42:50,820 And you know, whether if, if we go back to, to being creators, so whether you are 762 00:42:50,820 --> 00:42:54,420 a creator in TikTok, whether you have an email list, whether you have a Facebook 763 00:42:54,420 --> 00:43:00,060 group, whether you just run, um, you know, your, your neighborhood community meetups. 764 00:43:00,240 --> 00:43:04,125 It's the same principle where once you find out that, Person needs 765 00:43:04,335 --> 00:43:05,715 and you are able to fulfill it. 766 00:43:05,925 --> 00:43:09,884 Then you have a business that's like something that was never changed, but 767 00:43:10,115 --> 00:43:16,905 it's so basic and that people sometime overlook this very basic principle that 768 00:43:16,910 --> 00:43:19,485 could make everything else so much easier. 769 00:43:19,695 --> 00:43:21,675 Once you realize that, because then. 770 00:43:22,310 --> 00:43:26,779 Your hesitation around, um, uh, what product should they sell? 771 00:43:26,810 --> 00:43:28,049 What should be my headline? 772 00:43:28,190 --> 00:43:29,509 What kind of colors should I use? 773 00:43:29,660 --> 00:43:35,930 They all go by because you know that the, the decor of your business is that need. 774 00:43:36,350 --> 00:43:41,450 So I think that if you go back to being a creator, I think 775 00:43:41,450 --> 00:43:44,420 that, uh, having the audience. 776 00:43:45,375 --> 00:43:50,924 A part of your brand journey is something that we've seen across multiple 777 00:43:50,924 --> 00:43:55,904 brands that rally people together, and instead of you just launching a 778 00:43:55,904 --> 00:43:59,895 brand saying, Hey, I've just worked on it for seven months, and here is 779 00:43:59,895 --> 00:44:02,234 my makeup brand, please buy this now. 780 00:44:03,134 --> 00:44:05,745 They have no idea why you created this brand. 781 00:44:05,745 --> 00:44:09,194 It just seemed like very transactional content or very 782 00:44:09,194 --> 00:44:10,515 transactional relationship. 783 00:44:12,150 --> 00:44:18,240 And, and I, I've not done this enough, but the one thing that I would do, um, 784 00:44:18,270 --> 00:44:24,060 launching my, my supplement brand for entrepreneurs would be to, uh, document 785 00:44:24,060 --> 00:44:26,400 my journey, share it with an audience. 786 00:44:26,610 --> 00:44:32,280 And if I, if any creator that, that I consult to where I work with, I always 787 00:44:32,280 --> 00:44:36,330 tell them, Whenever you came up with this idea, this, this initial thought 788 00:44:36,330 --> 00:44:38,280 of launching the brand, share it. 789 00:44:38,580 --> 00:44:39,600 Share it because. 790 00:44:40,215 --> 00:44:44,265 People who would follow you, even if these are just five people who would resonate 791 00:44:44,265 --> 00:44:46,515 with it or remember what you just said. 792 00:44:46,515 --> 00:44:52,155 Even if it's just a glimpse, it will build up and you create this, uh, curiosity, 793 00:44:52,155 --> 00:44:57,975 You create this sense of why you tell people about the entire process of, you 794 00:44:57,975 --> 00:45:03,825 know, hey, this is, this has been taking me 7, 8, 9 month of my life working on it 795 00:45:04,125 --> 00:45:08,806 since I just came up with, you know, the inception of the idea until you can see. 796 00:45:09,705 --> 00:45:12,615 In your hands and, and people have followed you. 797 00:45:12,615 --> 00:45:14,595 People know the struggles. 798 00:45:14,595 --> 00:45:17,835 People know how much thought you've put onto it. 799 00:45:18,045 --> 00:45:22,815 So sharing your journey, whether it would be through your content, your 800 00:45:22,845 --> 00:45:28,335 emails, uh, just talking with a lot of people in your, in your community or 801 00:45:28,335 --> 00:45:30,045 your friends, your colleagues, whoever. 802 00:45:30,045 --> 00:45:32,325 You can just talk about your brand. 803 00:45:32,355 --> 00:45:37,365 And I think that also comes, uh, you know, most people. 804 00:45:38,505 --> 00:45:39,535 Do the opposite. 805 00:45:39,585 --> 00:45:44,355 They feel that once they have an idea, they need to be very, uh, they 806 00:45:44,355 --> 00:45:45,615 need to keep it as a secret, right? 807 00:45:45,645 --> 00:45:45,735 Mm-hmm. 808 00:45:45,975 --> 00:45:47,775 , I, I, someone would steal my idea. 809 00:45:47,925 --> 00:45:50,115 They would copy me, they would this and that. 810 00:45:50,445 --> 00:45:55,845 And I think that once you realize that you have a very strong why, you know, and you 811 00:45:55,875 --> 00:45:57,975 have this confidence, then no one could. 812 00:45:59,580 --> 00:46:00,120 Copy you. 813 00:46:00,390 --> 00:46:05,010 No one can really do what is the one thing that you do because mm-hmm. 814 00:46:05,340 --> 00:46:08,970 , you build a relationship with those people once you share. 815 00:46:09,915 --> 00:46:13,605 Your journey and you share your why with a certain person. 816 00:46:13,845 --> 00:46:17,235 And people sometimes mistake that they speak to an audience, but they don't 817 00:46:17,235 --> 00:46:19,305 speak to an audience or to a niche. 818 00:46:19,395 --> 00:46:24,345 They speak to multiple individual human beings who listen to you and 819 00:46:24,345 --> 00:46:27,825 create this kind of relationship with you, and this relationship that you 820 00:46:27,825 --> 00:46:33,195 build is something that no one could ever copy, even if they sell the exact 821 00:46:33,195 --> 00:46:35,565 same product and use the same ads. 822 00:46:36,000 --> 00:46:40,200 This relationship, the combination of your why, your journey, 823 00:46:40,500 --> 00:46:43,410 your struggles, your thought. 824 00:46:44,100 --> 00:46:47,370 And the product is something that is very unique to you. 825 00:46:47,790 --> 00:46:52,680 Um, so you, you also build that confidence that no one could ever copy you. 826 00:46:52,919 --> 00:46:54,480 The, the opposite is true. 827 00:46:54,600 --> 00:46:57,930 You want to collaborate with your competition. 828 00:46:57,959 --> 00:47:02,370 You want them to be rallied on your, your cause and your journey 829 00:47:02,520 --> 00:47:06,240 because you know that once you have more people on board, they would 830 00:47:06,240 --> 00:47:07,890 share your jour, they will share. 831 00:47:09,030 --> 00:47:13,560 And they will share, uh, um, uh, the value that your brand is 832 00:47:13,560 --> 00:47:15,780 uniquely providing to the market. 833 00:47:16,140 --> 00:47:16,750 Mm-hmm. 834 00:47:16,830 --> 00:47:18,510 . And that's, that's an amazing feeling. 835 00:47:18,510 --> 00:47:21,840 And I've been, you know, being an entrepreneur for 836 00:47:21,840 --> 00:47:24,390 so long, I've been in, in. 837 00:47:24,815 --> 00:47:28,085 This state of mind where you have to be very envy of your ideas. 838 00:47:28,085 --> 00:47:29,404 You have to keep them as a secret. 839 00:47:29,404 --> 00:47:30,904 You can't share with them with anyone. 840 00:47:30,904 --> 00:47:34,505 You're afraid that your team, your parents, your sister, your, you 841 00:47:34,505 --> 00:47:37,175 know, anyone would just copy you if you just tell them about it. 842 00:47:37,654 --> 00:47:43,895 And that's a, this is not as part with the fun factor because it's not fun. 843 00:47:44,165 --> 00:47:47,285 And b, it just very, very, very stressful. 844 00:47:48,390 --> 00:47:52,440 Being on the other side of it, knowing that you would get more value by 845 00:47:52,440 --> 00:47:54,690 sharing more and talking more about it. 846 00:47:54,690 --> 00:47:59,370 And people sense this excitement, whether it's a one on one conversation and whether 847 00:47:59,370 --> 00:48:02,550 it's a one to a hundred thousand people. 848 00:48:03,435 --> 00:48:05,565 People sense this excitement. 849 00:48:05,595 --> 00:48:09,015 Again, coming back to being authentic, being yourself. 850 00:48:09,075 --> 00:48:13,335 When you are excited about what you're doing and why you're doing it, and 851 00:48:13,555 --> 00:48:18,705 the products that you sell, it shows out to the world and people really 852 00:48:18,705 --> 00:48:20,415 buy into that, that excitement. 853 00:48:20,420 --> 00:48:23,325 People go on social media because basically they wanna be excited. 854 00:48:23,330 --> 00:48:25,995 They wanna see someone who is excited about something and 855 00:48:25,995 --> 00:48:27,015 get some of that excitement. 856 00:48:27,965 --> 00:48:30,035 Um, so just, just give it out to them. 857 00:48:30,215 --> 00:48:33,395 But if you sell something just because you saw it on Jungle Scout 858 00:48:33,395 --> 00:48:37,535 and you feel that it would rank up better on Amazon, people would sense 859 00:48:37,535 --> 00:48:38,735 that it's not very exciting for you. 860 00:48:39,245 --> 00:48:41,105 Matt Edmundson: Yeah, Yeah. 861 00:48:41,110 --> 00:48:42,095 And I, There's no 862 00:48:42,095 --> 00:48:43,385 longevity to it either. 863 00:48:43,685 --> 00:48:45,605 Um, whereas what you are talking about, actually there's 864 00:48:45,605 --> 00:48:47,225 some real longevity to that. 865 00:48:47,675 --> 00:48:53,129 Um, I just wanna circle back to, uh, I'm aware of time here, Tomer, so I, 866 00:48:53,134 --> 00:48:56,430 I, but I, I do wanna circle back to something that you said, which I think is 867 00:48:56,435 --> 00:48:58,319 quite important, document your journey. 868 00:48:59,100 --> 00:49:03,450 Um, I, I know that a lot of, uh, entrepreneurs out there break out 869 00:49:03,455 --> 00:49:07,710 into a cold sweat when you talk to 'em about social media or, you 870 00:49:07,710 --> 00:49:10,500 know, creating content and it's just like, I dunno what to say. 871 00:49:10,500 --> 00:49:11,652 I dunno what to Do, you know, what I mean? 872 00:49:11,656 --> 00:49:13,740 And, and it's like this thing just. 873 00:49:14,440 --> 00:49:16,629 This wall just instantly goes up. 874 00:49:17,290 --> 00:49:22,250 Um, and actually for me, what I found at one of the keys here is, is 875 00:49:22,250 --> 00:49:24,359 like you say, Document the journey. 876 00:49:24,450 --> 00:49:27,209 I came across this great phrase, document Don't create. 877 00:49:28,200 --> 00:49:31,379 And I thought that was quite a fascinating, I dunno where it came from, 878 00:49:31,384 --> 00:49:33,089 but I thought it was a fascinating phrase. 879 00:49:33,839 --> 00:49:36,299 And I've been doing a little bit of an experiment recently. 880 00:49:36,359 --> 00:49:40,890 I've been putting out, um, like a seven to ten second video of 881 00:49:40,890 --> 00:49:44,520 my day, just like with, uh, on Instagram as an Instagram reel. 882 00:49:44,520 --> 00:49:48,149 Just little snippets like one to one and a half seconds long 883 00:49:48,180 --> 00:49:51,629 throughout the day, just a with a text comment on there and some music. 884 00:49:53,205 --> 00:49:56,355 Various numbers of people have watched this from, you know, several 885 00:49:56,355 --> 00:49:57,705 thousand to just a few hundred. 886 00:49:57,705 --> 00:49:59,955 I, I don't really care. 887 00:50:00,165 --> 00:50:04,545 I, what I can tell you is, um, that I've been consistent at doing it and 888 00:50:04,550 --> 00:50:08,565 it just documents my day and I've connected with some extraordinary 889 00:50:08,565 --> 00:50:12,705 people as a result, uh, who have got in touch and just gone, Man, that's great. 890 00:50:12,710 --> 00:50:18,825 And, um, I find that that just something as simple as that document don't 891 00:50:18,825 --> 00:50:21,075 create, I think will be a big, big help. 892 00:50:21,345 --> 00:50:24,300 So, How do people reach you? 893 00:50:24,300 --> 00:50:25,710 How do they get hold of you? 894 00:50:26,070 --> 00:50:27,540 Uh, what's the best way to do that? 895 00:50:27,540 --> 00:50:29,610 Because undoubtedly there's gonna be more questions. 896 00:50:29,640 --> 00:50:31,200 Uh, I I have a whole lot more. 897 00:50:31,670 --> 00:50:34,500 Uh, so , how do people, uh, connect with you if they wanna do that? 898 00:50:35,295 --> 00:50:35,565 Tomer Hen: Yeah. 899 00:50:35,565 --> 00:50:39,225 Thank you so much for that and I'm always happy to speak to excited, 900 00:50:39,285 --> 00:50:40,575 enthusiastic entrepreneurs. 901 00:50:40,575 --> 00:50:45,165 So, uh, I'm pretty active on LinkedIn, so you can, uh, look 902 00:50:45,165 --> 00:50:50,445 for my handle on LinkedIn or you can go on Tomer hand.co co. 903 00:50:50,985 --> 00:50:52,365 Um, uh, to just. 904 00:50:53,285 --> 00:50:55,895 Join my mailing list and get some updates from me. 905 00:50:55,895 --> 00:51:01,654 Some, uh, insights and nuggets, uh, of about brand building entrepreneurship. 906 00:51:01,984 --> 00:51:05,285 Uh, I just do this for fun, to be honest. 907 00:51:05,314 --> 00:51:09,365 Um, my business is to help entrepreneurs and creators build their brands. 908 00:51:09,665 --> 00:51:12,935 Um, but I, and that's what my company does. 909 00:51:13,205 --> 00:51:17,705 So, uh, I always love talking to entrepreneurs, uh, creators, influencer. 910 00:51:18,350 --> 00:51:22,069 Uh, anyone who would like to, uh, to build a business, so, 911 00:51:22,130 --> 00:51:23,390 or, or grow their business. 912 00:51:23,660 --> 00:51:24,890 So very happy to connect. 913 00:51:25,670 --> 00:51:26,540 Matt Edmundson: Yeah, fantastic. 914 00:51:26,540 --> 00:51:29,450 And we will of course, put all of those links in the show notes. 915 00:51:29,840 --> 00:51:32,720 Um, uh, but uh, yeah, do get in touch. 916 00:51:32,720 --> 00:51:33,839 Do connect with Tomer, I'm sure. 917 00:51:33,860 --> 00:51:35,240 I'd love to hear from you. 918 00:51:35,529 --> 00:51:39,440 Tomer, thank you so much for being with us here on the eCommerce podcast. 919 00:51:39,860 --> 00:51:40,910 Honestly, genuinely loved it. 920 00:51:40,970 --> 00:51:44,420 Uh, you're a top like, and thank you for sharing all your wisdom. 921 00:51:45,375 --> 00:51:46,335 Tomer Hen: Thank you so much, Matt. 922 00:51:46,395 --> 00:51:48,045 It's been great and thank you for everyone for. 923 00:51:49,815 --> 00:51:50,775 Matt Edmundson: So there you have it. 924 00:51:50,835 --> 00:51:52,665 What a fantastic conversation. 925 00:51:52,755 --> 00:51:53,145 Huge. 926 00:51:53,145 --> 00:51:55,785 Thanks again to Timer for joining me today. 927 00:51:56,085 --> 00:51:59,505 Uh, and also a huge thanks and big shout out to today's show 928 00:51:59,510 --> 00:52:01,455 sponsor e-commerce cohort. 929 00:52:01,755 --> 00:52:05,865 Do head over to ecommercecohort.com for more information about this new 930 00:52:05,870 --> 00:52:08,805 type of membership, uh, and community. 931 00:52:08,835 --> 00:52:09,505 I'll be. 932 00:52:09,755 --> 00:52:12,365 Come along, come and join in now. 933 00:52:12,365 --> 00:52:16,355 Be sure to subscribe to the e-commerce podcast wherever you get your podcast 934 00:52:16,355 --> 00:52:20,525 from because we've got some great conversations lined up, let me tell you. 935 00:52:20,735 --> 00:52:23,405 And I don't want you to miss any of them. 936 00:52:23,675 --> 00:52:26,875 And in case no one has told you today, you my friend. 937 00:52:27,675 --> 00:52:28,995 Are awesome. 938 00:52:29,235 --> 00:52:31,725 Utterly, utterly awesome. 939 00:52:32,295 --> 00:52:35,565 The E-Commerce podcast is produced by Aurion Media. 940 00:52:35,565 --> 00:52:39,675 You can find our entire archive of episodes on your favorite podcast app. 941 00:52:40,005 --> 00:52:43,895 The team that makes this show possible is Sadaf Beynon, Josh Catchpole, 942 00:52:43,965 --> 00:52:45,735 Estella Robin and Tim Johnson. 943 00:52:46,185 --> 00:52:50,630 Our theme song is written by me and my fantastic son Josh Edmundson. 944 00:52:50,930 --> 00:52:54,050 And if you would like to read the transcript or show notes, head over to 945 00:52:54,050 --> 00:52:59,870 our website, eCommerce podcast.net where you can also sign up for and newsletter. 946 00:53:00,350 --> 00:53:01,550 So that's it from me. 947 00:53:01,550 --> 00:53:03,980 Thank you so much for joining me. 948 00:53:04,400 --> 00:53:05,480 Have a fantastic week. 949 00:53:05,485 --> 00:53:08,400 I will see you next time, but you know,