Episode 48

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Monica: [00:00:00] Hello and welcome back to inside the click. I'm Monica. I'm Michelle. And we are your weekly resource deep dive into the creator economy from a data driven lens.

Thanks. So, we

Michelle: have a pretty cool episode this week. We dive into one, what's going on in the space, i. e. it's a little quieter, which is to be expected in January. But we also talk about if you're on the cusp of really going full time and wanting to make it big, what are some things that you can do up for success, even when you get a little frustrated.

Monica: Yeah, this is a really good episode for those of y'all in that phase.

Michelle: Let's do it. Woo woo.

Have you been noticing that things are a little slower in the

Monica: industry. I feel like things are slower in terms of. Like, news, like, buzziness. [00:01:00] Yes. Yeah. There's not a lot going on. But I mean, with the exception of I feel like they've had an announcement. Every week

Michelle: Yeah, they've had announcements, but it hasn't been as flashy. Yeah, as it was at the later part of last year.

Monica: Yeah, which I think is the time of year. I feel like this time of year is always so dead. Because so many creators are finally, taking off from the holidays, like, January is their holiday.

And I think. All other companies are the same way. Yeah, I follow a lot of agencies or like creator marketing companies on Instagram, and they're all doing their retreats.

Michelle: This week, yes, so I see that too doing a big 1.

Monica: Yeah, and then I've seen some smaller ones, like, go do, their team retreat.

So I think that's [00:02:00] probably why it's so quiet too.

Michelle: Yeah, when it comes to actual content creators, though, even though it is. Quieter, and I guess like the public broadcasting space, this is when some of those brands deals need to be locked down because you need to plan now for four to eight weeks from now.

Exactly.

Monica: Exactly. And it's like circling back on those brands that you reached out with. That didn't have budget left for the rest of the year, because maybe you reached out to them too late last year, like going back to those instead of even like starting from scratch of completely different brands, like, start with the ones that you did already talk to, and then it didn't end up quite working out because of timing.

Those are probably the ones that you will. Lockdown the fastest because you already got so far in the conversation. Yes.

Michelle: [00:03:00] And because brands, a lot of brands, right? Fiscal year is going to end in January. They are going to have more budget to even try new things. So if you want to test out partnering with a new retailer or even using a new technology.

Now is when you can do that a little more freely versus once the year is halfway done and brands need to start like tightening their belts, then that's when you have less flexibility.

Monica: Yeah. I've heard that in the last few months, creators are getting frustrated because they're not getting as many paid partnerships as they used to be.

And that brands keep saying that they're offering gifting. And at first people were like jumping to the conclusion that it was the economy, but it's like every single thing that you look at about the economy, like we got to stop blaming that. But like, [00:04:00] that's just when it comes to influencer marketing for other things.

When it comes to influencer marketing, I think we've all proven that that's not the case of something to blame, but apparently there's been a big spike in new creators in the past few months. And those new creators are just really excited to hit the ground running. And so they're accepting all the gifting.

They're not pushing back on brands and saying even like. Give me 200 in addition to gifting. They're just really eager and are just like. Gifting, and because the trend is going towards micro bloggers, having higher conversion, more engaged audiences, brands are just like, okay, I mean, we're seeing great results just by giving someone gifting and then posting one link.

Like the deliverables are sometimes less, sometimes not, but basically these brands are getting [00:05:00] away, or I wouldn't even say getting away with, but. They're seeing similar to same results by just gifting, right? And so it's making really established creators who like this is their full time job, very frustrated because it creates more negotiation.

And it's, it's really the creators that are in that in between space. Like there's obviously a subset of creators who they 10, 000 for an Instagram story. Overnight, like they're just in this constant year long contract with these brands, but it's the in between where you are doing these one off negotiations and usually on your own, you might not have an agent.

Those are the ones hitting that roadblock.

Michelle: If anything, this just demonstrates why there needs to be some sort. If a community and representation, and actually I just yesterday, have you [00:06:00] heard of the creator? It's on LinkedIn. It's like some sort of creator guild creator, the creators guild of America.

Oh, interesting. So I just followed them on LinkedIn yesterday and it looks like they're about a year old. Okay. They have two to 10 employees, so very small, but it says the Creators Guild of America is the first official 501c6 nonprofit organization that protects and promotes the interests of digital creators.

Interesting. This is why we need more of that because it was even the same way when I when I got my yoga teacher training certificate, how it's like. If people accept very little pay, then that affects the entire industry because why would someone like? Yes. Okay. The instruction [00:07:00] is better from a seasoned person that charges.

What? 90 an hour or something, but if they can get someone at 15,

Monica: they're like, okay, right. Great. So many people are not going to know the difference that you can just. Grab the other 1. Yes. So what are the requirements to join the nonprofit? Let's see, or the, I don't want to say union, but

Michelle: So if anyone wants to see it's creatorsguildofamerica.Org.

The 1st thing on their website says protecting and promoting the rights and financial interests of digital creators. Love it. So they follow for four pillars of advocacy platforms, content, people, and education. Interesting. Okay, let's see if they're so they do have [00:08:00] sponsors. Hey,

Monica: I just clicked apply for membership and it's literally just submit your payment.

Oh, my God. Like, it's not even a form. It's literally just pay 99.

Michelle: Well, no, but it says, please be sure to review the eligibility requirements before applying. And then if you don't think that you meet them, which we should look at what the requirements are, you can be an associate. So, associates, you can access events, newsletter and connect with peers.

Oh, wait, okay. I really want to know, like, what are the requirements? Oh, what are the requirements to join? So if you go in the FAQs, it's the third from the bottom. The CGA represents three categories of members. Media, so that's on screen talent and individuals with significant audiences. Marketing, production, distribution, and design, [00:09:00] and makers, founders, developers, and producers.

Eligibility requirements for each category are mandatory for membership, and all applications are reviewed by respective CGA peers. Interesting. They're probably figuring it out as they go. Yeah. I mean, I do like there needs to be things like this and this is partially right. Why we're doing this is to be able to provide some sort of community or insights and making it feel like you're not on an island.

I definitely think that this would do that to an extent.

Monica: Maybe we should reach out and they want to be on the podcast. Maybe they can. Do

Michelle: you want us to set up analytics? You can see where people are going. Yeah, I mean, [00:10:00] we can, we should definitely add them on LinkedIn and see if they want to come on. Yeah, because I'd be so interested. There definitely needs to be things like this. Yeah. So a month ago, they posted about diversifying revenue streams, not super insightful.

I mean, I think everyone knows you need to do that, but, oh, 3 months ago, they posted that they're starting to build out its membership offering some very work in progress. Yeah, very. Yeah, well,

Monica: yeah, definitely worth checking out it's for sure needed. Yeah. I don't know that like, too early to be like, y'all should join.

Michelle: Yes. Everyone should know it exists and know it's out there. But, yeah, I don't know if you're just getting into this especially or if you are trying to ramp up [00:11:00] giving them money when It's not super clear what they're doing. But definitely be aware. Yeah. I don't know what you do though. If you're in that situation, like you're just starting out versus being on the cusp versus being established.

It kind of seems like the being on the cost people get a little screwed. Yes.

Monica: Yeah. That's the hardest part. And I think that's where most people. Because it is the most discouraging part because it is like you've put in all this work all this energy and you're still not getting paid for it, right? And then it's like, you have a breakdown and you're just like, why am I doing all of this?

And I just keep hitting roadblock after roadblock. And

Michelle: then that's when you quit. So what are some things, because this is always [00:12:00] going to happen. And I've even heard that this happens with engineers, like everyone always thinks that being an engineer is a super secure job, and there's a ton of engineering positions out there.

But what will happen is people will accept very little pay. And so if a company is trying to save money. And they have someone who is willing to do that work for less you do have to work to get in a good situation and actually someone that I used to work with her husband was an engineer. And, like, he was going through that where she's like, he wants a new job, but, people that are willing to accept very low pay keep beating him out.

Exactly. Yeah. So this is always going to be there. This is just how it comes to life in the creator industry. So what are some things that you can [00:13:00] do if you are in that middle space? You want to grow, but you're in a spot where right now you're frustrated.

Monica: I think the biggest thing is finding other people who are in your shoes.

and creating that little like friend network to just kind of like build each other up and to stay focused because no action is going to be the secret sauce. Other than just staying in the game, so if you can lock in that group of friends who is in the same phase as you, then that, I think that's what's going to keep you, like, in the mental space to keep going, I don't think there's really, I think there's like a subset of them, there's different actions to like throw darts at and see if that works, but I think you're not even going to start throwing the darts unless you get into the right mental space.[00:14:00]

Michelle: Yes, essentially being inspired. You're finding a community. Where you can all inspire each other.

Monica: Yeah, that is feeling alone, like, oh, my gosh, all my friends are so successful, except for me, like, truly find the people who are at, your place. You obviously always want to also be connected and friends with the people who are, like, where you want to go, that's absolutely necessary.

But I think that there's different. Times when sometimes you just need to feel not alone and, like other people are also in

Michelle: your shoes. I love that. In this industry, it can sometimes, not to say that everyone is doing this, but if you're going into business for yourself, you can oftentimes see other people that are doing what you're doing as competition.

But Monica, like you mentioned earlier, this industry has so much growth. [00:15:00] There is literally room for everyone. So how can you get in a spot where it's like, you don't necessarily see your peers as competition, but as that inspiration and you can all lift each other up, like

Monica: that is, yeah, this is an industry where literally there's enough room for like.

A pet lizard to have a hundred thousand followers. Like if there's enough room for humans, plus dogs, plus cats, plus birds and monkeys and goldfish to have a following, like. There's so much room for one more person to post about their house or their outfits or anything like that. If there's room for reptiles, there's a comment, there's room for everyone.

Michelle: Well, and that's interesting because when it [00:16:00] comes back to the content that, like, even, let's say the reptile owner is making, It's compelling content. Yeah. That's all

Monica: people care about.

Michelle: Yeah. People want to be entertained and I still really like what we were talking about last week around how the products and stuff are the secondary characters.

Yeah. It's like the narrative needs to be Something else, like, guarantee that for the lizard, it's not like, oh, here's the rock I'm sitting on. You can buy it from Amazon. It's more about like, what, the animals are doing,

Monica: and then the byproduct is that there's going to be probably 60 percent of those people find it entertaining.

And then the other 40 percent find it entertaining. Plus [00:17:00] also have a pet lizard. And then they're going to be the ones to comment where do you get your aquarium or whatever they live in. And then that's when you throw in the links and then you take that as a guide. To then talk more about it and why I think that what I'm seeing being so powerful this past year is people letting their audiences guide their content when it comes to the selling piece. So not necessarily the part about the storytelling, all that, that's all coming from within, but letting the audience then dictate what to share links on.

Michelle: I love that. And also in that, I know that we keep going with this lizard example.

I did not think that this would be what

Monica: we were talking about. I don't even call it a lizard. Like, I don't know where that came from. I'm sure there's, I'm sure there's some great lizard influencers out there, though. But I

Michelle: [00:18:00] think that, let's say, what did we say? 60%? 60 40. Yeah, like watching it for entertainment, 40%, like.

Or the actual people who really relate to it, there are also different ways that you can engage each part of that audience and so really taking a look. And I know that we talk about analytics a lot. And I think that's another foundational piece, right? Like, 1, you need to be inspired. Two, you need to understand who your audience is and then what is working.

And if you can get that for the 60 percent of your lizard audience, that is just more entertained. There's a different way that you could engage them in different ways that you could. Lightly promote products to sell to them and you could still [00:19:00] make a very good earning if that creativity and then I guess like products that are appealing to that audience.

If you do it, right?

Monica: Yeah, because then you have the breakdown. So, like, let's take out the 40 percent who already have the lizard. So we have that 60 that's just watching. Maybe 15 percent of them now are inspired to get a lizard and now they're going to be asking you about like all the beginner's things.

So then now there's content about how to become a lizard parent. That's so insane. I like totally wanna Like I really could have just said dogs. The one

Michelle: thing that I do think I know is don't they shed or is that just snakes? I don't

Monica: know. I do know that When I was in third grade, I wanted a pet gecko and my parents really did not want me to get one, but like, I just like, that's all I wanted was a pet gecko.

I don't know [00:20:00] why. So we go to Petco or PetSmart, whatever, and we're looking at the geckos and the lady goes, oh, and just be careful. You don't want to grab them by the tail because the tail comes off. And I was like, bye. I literally.

I was out of there so fast. I vividly remember her saying that and then me just like walking away from the tanks just like, no, don't need it anymore.

Michelle: Actually, to bring it back to dogs, a little more relatable, but we did that when we were, so right now, right, we have an English bulldog. We were debating like French versus English and obviously you want to do it ethically.

You need to know that they are expensive. Yeah, but and there's a lot of nuance that comes with it. Like I clean my dog's Nose folds [00:21:00] and like eyes and ears every single day every morning. She's a princess Yes, it's just it's part of the call her beauty routine But we watch a lot of videos So, YouTube, but this could literally be on any social media platform is we did tend to gravitate towards content creators that we're talking about, like, 10 things to know when I will always remember one 10 things like when getting a French bulldog and she talked about, something called a tail pocket.

I don't know if you have heard of this. I will spare everyone the details, but it's basically a gap in the tail and body that can get clogged. So owners do need to clean that. And so that was actually 1 thing when we got Pearl, [00:22:00] I was like, okay, where's her tail pockets, but she doesn't have 1. Luckily, I'll have

Monica: 1.

Michelle: Correct. But that's something. That we got from a content creator I think that we at the time now we don't follow her, but we were and she had a lot of useful content and even some of her product recommendations. Like, you need these wipes. We did end up buying that. Now, not necessarily from her, because I don't even think that she had like affiliate links.

But you do tend to trust people and this goes back to even with athletes, right? If they are a high performing athlete and they're promoting a protein powder or they're promoting like some sort of equipment that they use, you are going to be more likely to buy that because you're like, well, it works for them.[00:23:00]

I trust that versus just some random endorsement. Same thing with, like, those everyday items that, you use and then people will see you using that and they'd be more likely to purchase that because it's that, like, secondary character in their life.

Monica: I completely agree. I was at dinner two nights ago and We were kind of talking about this in the fashion context because my friend had started doing a lot of fashion posts because she felt like that's what's You can monetize.

So she felt like if I'm gonna do this creator thing, I have to do fashion. I like fashion, but she doesn't like fashion enough where like she's always shopping and talking about her outfits. She doesn't like it that much, but she felt like if she was gonna do this, she needed to do something that was monetizable.

And it goes back to really what her thing [00:24:00] is, is like just being relatable and storytelling like Pieces about her day and she has a comedic aspect to it. That's entertaining, but she was putting all the effort behind posting outfit posts because she thought that that is how you Like how you make it worth it because you're doing something that's directly tied to making an income and She realized that was really not filling her cup and what was filling her cup was just like showing up and connecting with her audience and she found that when she was doing that, and then when someone said, where's that shirt from?

And then she posted a link to that shirt. She had the highest conversion that she's had. That converts so much better than just trying to force something that isn't quite you because they also think people can [00:25:00] feel it on the other side of the camera. Like, everyone kind of has their superpower and what, comes very naturally to them and what magnetizes them to other people.

And when you're not doing that, I think people also feel that just as strongly. Agree, but it's not her fault that she tried that 1st approach because I think so many creators who are very established that approach worked very well, 4 years ago. And a lot of them don't really have the personalities to transition to do something else.

Right? That's just what they keep doing. But I was like, from being on the inside of the industry, those are the creators that I see who are seeing the highest. Decrease in earnings

Michelle: and something else that I feel like people sleep on, but it is like, don't overlook home. Yeah. Because [00:26:00] something else, when it does come to your strategy, right.

Okay. Posting like an Amazon body suit sweatshirt, whatever, that is a bit more affordable. And especially like, I mean, even with me, my style is very plain. Like, I don't have a lot of intricate, expensive things. So if I were to post that, and you think about your commissions, it's just a smaller slice of pie. When you are thinking about like different products and different things in your life, If someone buys a couch, you're just like, Oh yeah, like my couch, it's so comfortable after a long day. Like I'm obsessed with it, whatever. If someone's buying, let's say that you link to a 5, 000 couch, you don't even need to sell that many of those.

You're going to get a lot of money. You

Monica: don't even need to sell the couch. You just need someone to buy a barstool [00:27:00] instead. And that's still going to be. Significantly higher

Michelle: and same thing, even with technology, right? Like, if someone does go to Best Buy and they end up buying like a TV. And I don't know, good headphones or something, you're going to get a big chunk of that commission.

And so some of those things, while yes, in the industry, I think that the default tends to be fashion, clothes, all of that. There is a lot of opportunity and some of those more. Niche, but high ticket items.

Monica: I also think that if you're in like that middle space where your audience isn't quite at a place where they just buy every single thing that you post, linking to multi brand retailers, you're going to have a much higher conversion rate because even though they might not.

By the thing that you [00:28:00] posted, you could be their last click for another purchase that they're making 2 days later, 3 days later from that website because it's a website that they just happen to shop weekly. Or monthly, so you're going to see a higher conversion rate there for sure versus, um. Like, linking a shirt to Sezane, where you really do need to be in a place where your audience is buying that exact product, like, when you post it, you'll get there, but, you're better off if sharing a link to Nordstrom when you're in this in between phase because you might just be there last click and two days later, they're like, Oh shoot, I forgot.

I did need socks. And then they buy the socks. So also think about it that way you're opening up so many doors to just kind of get the ball rolling and keep [00:29:00] be consistent in your earnings. And then. Once you do start to see and there's platforms that will like Howl right now does allow you to see cart insights where you can see the actual product the shopper bought and once you start to see the progression of okay.

My shoppers are buying random things, not necessarily my link to, Oh, they're buying the exact item that I linked to. That's your sign that then you can start pivoting to those single brand retailers that are a little bit more niche.

Michelle: Yes. And I think we talked about this in one of our first episodes, but if your audience converts really well.

Nordstrom, let's keep using that example. And then that probably means that they have an account and like, they're hooked into that platform and they don't have to enter their credit card information, like sign up. So. Just something to think about [00:30:00] with different single brand retailers, literally go into their experience and set up an account and look at like, how easy or difficult was this?

Could I just like, link Google or did I have to do this really long 10 step process a reason I think why. Amazon has been the most successful at starting their own affiliate program is because I heard a stat, we will need to fact check this, that it's like 70 percent of the population uses Amazon. I feel like that's probably

Monica: correct.

Yeah, I believe

Michelle: it. And that's a reason why you see so much success on that platform, because if you just get someone to Amazon, chances are they're going to buy something. So it's not necessarily the thing that you were promoting, but you just happened to get them there. And then they're like, Oh yeah, I needed lizard [00:31:00] food, whatever.

But. Yeah. It all goes back to, like, I think that everyone likes to think that they have a bunch of sway in their audiences lives. And that is true to an extent, but at the end of the day, you also have to meet them where they're

Monica: at. Yeah, and that's why I think this evolution in showing cart insights is going to be pretty big for people's strategy because I think it's going to open up a lot of creators eyes to what people are shopping and how they're actually shopping because I think Still, to this day, there's a lot of creators that do think that when you make a sale it's because they bought that exact product.

And once you start diving into your cart insights, you will see that there's a very small group of creators [00:32:00] who I've seen, and I have seen literally the insights of. Every top creator you can imagine there's very few of them who quite literally on majority sell the exact product that they link to.

And

Michelle: that's not a bad thing.

Monica: No, it's not. But it's a good thing because imagine if you were only earning on the thing that you actually share, like that would be a bad thing. It's like, thank God that you are able to do that. And it just gives you so much information.

Michelle: And I like the opportunity of being able to see.

1. What do people buy together? Because that can even inspire you, right? Like, oh, people are buying, oh my gosh, I want to think of like a better example. Like people are buying bowls and spoons together. So it's like, okay, I mean, that makes sense. But maybe you wouldn't have thought about [00:33:00] that in the content that you're posting.

And it's not, it's not to say that you need to post all the links, right, because then when you When you get them there, they're going to buy these things together, but it's like in the off chance that someone didn't click on the bowl, but they click on the spoon. That is how you're grabbing that sale that you would not have gotten and so being able to form those connections.

And then I even think taking 1 step back and looking at your actual post. What did you post and also, you know, what product did you link to, but then what are people buying and connecting that? So let's say like Monica, what you were saying where it's like, okay, I, I think that every time that I'm posting like a winter coat.

I'm getting a lot of purchases. So, people must be buying [00:34:00] winter coats, but in reality, they're buying hats and mittens. Like, that's what you're going to be able to get insight into. And then it's like, even that tells you different things about your audience. 1. Coats are a less frequent purchase.

They're more expensive. So understanding that people are buying like a more low price point item more frequently, there's so much more that you can do with that as well.

Monica: Exactly. And for the multi brand retailers too, it'll also tell you if they have kids. Like, are they really shopping for themselves because you posted a, you posted a dress?

Yes. Or are they clicking the dress, but at the end of the day, they're checking out with two toddler outfits and they're really not shopping for themselves.

Michelle: I love that because you [00:35:00] can do the thing, right? Where you ask your audience questions and there's a poll, like, who are you shopping for? But I guess like one.

It's specific to at that moment in time, like, what are they doing, but then to like, maybe you're not going to get a ton of answers. And it just gives you being able to see what they bought gives you a direct line. And so what is actually happening? Yeah, I really like

Monica: that because even if someone is answering your poll question, there's internal bias within themselves.

It's like asking someone, do you Partake in self care and they say yeah, and then if you really drill down It's like when was the last time you did something for self care and they're like three months ago, you know there's always that perception that we are Doing XYZ or it's like [00:36:00] like if you think about what you're eating you might say like yeah I've been eating really healthy lately And then you decide to do a food journal, and you're like, interesting, I, I thought I was eating really good lately, but maybe not, we all have this perception within ourselves and that's what's going to guide that answer.

Whereas, like, cart insights is, truly just facts.

Michelle: When I worked at um Droga5 did a lot of audience segmentation and I loved finding things like that. Like 1 of 2 of the questions, like, we would use syndicated data where basically people answer these questions and these big booklets and they compile it 2 times a year and it connects behavior stuff to.

Like income places where you live all this stuff. So we would start a campaign by being like, okay, who are people? What are their motivations? And [00:37:00] one of the things that I would love doing was looking up, like, there's one example I have where. So the question was do you donate to charity? And of course, everyone is going to say like, yes, I donate to charity.

But then there's another question that's like, in the past six months, have you donated to charity? And so looking at those things, right, if people say that they're charitable, but then they haven't. It's not to say that's bad, but that tells you, yes, it tells you something about who the people that you're targeting are.

Monica: And then make better decisions that way.

Michelle: And you could even, if you have access to the CART insights, you could even take a look at that. And then poll your audience and try to create some of those things yourself. [00:38:00] That is a really interesting way to not only use data that exists, but get more data.

Agree. It would be interesting if you, so let's, let's keep using the home example. If you're seeing your audience by like a lot of. I don't know, maybe like paint new furniture, that would imply that they're doing like a home renovation or they just moved or something. And so then you can poll your audience.

That's like, hey, curious in the past few months. Have you done a remodel? Have you moved? Are you just. Like, living your

Monica: life, and then I'm like, TurboTax right now. I started my package yesterday.

Michelle: Oh, my gosh, I don't want to

Monica: do that. Mine was mine was good. Mainly because of the influencer stuff that, like, that helps balance out.

Just like regular [00:39:00] salary taxes when you don't have anything like children or anything that you can write off. Like, it, it is nice to have a kind of, like 2 parts that then help out with the taxes.

Michelle: Yeah, I want to see more stuff around the move.

Monica: I know. I was going to post, or actually I did post this morning another thing about the move, and I was like, oh my gosh, am I overdoing it on the move? But, because I'm at such a standstill right now where it's like, Okay, I'm packed. Okay. Now I'm waiting, waiting.

Like I can't really, but the movers do come next week, which is kind of stressful because I still don't have a place to live. I think moving

Michelle: tips are so valuable. Yeah. And especially right now where we have a huge generation of renters. Yeah,

Monica: no, it's so [00:40:00] true. Where are the renters to rent my house? Is my question.

Someone said that the other day, they were like, yeah, I mean, this is so great because everyone's renting. I was like, okay, well, where are they? Because I need one. I need one. Is your place listed yet? It's been listed since Thursday. Last Thursday of the

Michelle: week. Okay. Has there have you gotten any

Monica: interest?

I've had 1 showing and they went with a duplex instead of a townhouse, but they did say the price was good. They said the price was good and they really liked it, but they wanted 2 stories instead of 3, which fine, whatever. I'd rather that be the feedback than the price is wrong. And these 10 things would need to be fixed to make it livable.

Kind of thing. You know, I'd rather take that super niche feedback, but it's like it's [00:41:00] crickets provided we had that winter storm over the weekend. So no one was doing anything. No one was leaving the house. I was walking with my mom yesterday because it was back up to 50 degrees and someone walked past us and my mom was.

She was in town from Kansas City where it's been like negative 25 as seen in the football game. She looked at the girl and she was like, why is she dressed like we're in Minnesota? And as we were just running around Dallas, like people are in like beanies, gloves, as bundled up as you can be.

And it was like 45, 50 and she's just like. She was in a light jacket. She was just like, what is happening? I was like, I know. We're very sensitive here. That is awesome. And Dallas shut down Monday and Tuesday, everything was shut down. Some places were still closed yesterday. My mom's like, [00:42:00] but there's, there's no snow.

There's no ice.

Michelle: So when I worked for Chewy, they had, they had a Boston office and then they had an office in Florida. So I went to Florida a lot and my old boss, she went to school in Boston and then she lived in Florida and she, I think they had a bunch of Florida people visit Boston during the winter and she said something, she's like, you get so soft so fast.

Monica: No, you do. I, in high school, I would literally. Go to school in 10 degrees and be like, I don't need a coat, and I don't need leggings under my cheer skirt. Like, I'm tough. And yesterday when I was walking with my mom, I was like, this is miserable. I don't want to be on this walk right now. My ears hurt. My face hurts.

I'm completely uninterested in this. Like, you really do get soft so, so [00:43:00] fast.

Michelle: One thing though, I have a theory because growing up in Chicago, I very similar, I think to Kansas City where it's just cold, so cold even living in Boston, like that weather way worse. Um, like, I think even 1 other thing going back, you realize that.

In that type of a environment, it just, once it gets cold, it stays cold and everyone's cars get caked in salt. Yeah. And that's just what it is for like three months versus Boston, the weather is very up and down. So we, a week ago. You don't get used to it. Yeah. Right, like we got, I think, probably like five inches of snow and then the next day it rained and it all went away.

Yeah. And it was crazy. So [00:44:00] it does really fluctuate.

Monica: I also think there's something about a Midwest mindset where Midwesterners. Don't really complain like Midwesterners are just like this is it we're doing like it there's something about that compared to other places that are Just I don't know.

There's just something about Midwesterners that really put their head down and just like power through Yes, and I think that that also eliminates the chaos fuzziness of like, oh my god it's so cold out like everyone's just like It's cold out period gotta do my stuff and I think that's why also you even see like when there's a winter storm on the east coast And one in the Midwest the Midwest is so much more brutal But you're only seeing chaos of people on the east coast [00:45:00] Even though like it could be the same exact weather and one is more chaotic than the other and I think that's so much of It is literally just like mid westerners just Being like

Michelle: Midwesterners.

Yeah, like accepting it. Yeah, but one other thing though. So on the East Coast, it's not, it is common, but at least where I live, right? It's super old. Yeah, we don't have a garage. Yeah. In the Midwest. Like, most houses, I think, do have a garage, like, at least one, right? And in the suburbs, you have to take your car everywhere.

So, I think that that does alleviate some of it. One thing that I do not understand is how people would live in Chicago without a car and do the winter. I think that that would be, like, absolutely [00:46:00] miserable.

Monica: My brother does that. Well, he has a car, but he lets his girlfriend drive it. And. I'm just like, this sounds absolutely awful.

I literally got him electronic hand warmers for Christmas for when he works, waits for the train. Because I was just like, no, absolutely not. Absolutely not.

Michelle: So cold walking in Chicago is not a joke. When I went back from college for over, like, one winter, I remember walking across some bridge, and it was, like, the one time that, like, I could not breathe.

Like, you could not breathe. No, you

Monica: can't breathe. Exactly. So cold. It's not hurting your face. Like, you literally can't, like, breathe. In the air. Oh my gosh. Yeah. Yeah. I know exactly that feeling. It's brutal.

Michelle: Miserable.

Monica: Just no. I could Chicago's never [00:47:00] been on my list of because I think what people don't understand too.

About the Midwest is how much more brutal it is than again, the East coast, like it's, it's a different winter. Like, you're still getting snow and all that on the East coast, but Midwest, especially Chicago, because again, wind and water, because you're right by like, the combination of all that is Colorado is warmer than Chicago.

Like you go skiing. In Colorado and you're going to be probably still 15 degrees warmer than what Chicago is. Oh, no, no,

Michelle: can't do it. Yeah. Well, hopefully if you're listening to this, you're in somewhat decent weather, or you've got this far [00:48:00] to talk about it.

Monica: But keep your lizards warm. Yes,

Michelle: keep your lizards warm.

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