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Can you run your own paid ads? With Mark Chapman · Wedding Pros who are ready to grow - with Becca Pountney

• 0:00
  Okay,
• 0:00
  I
• 0:01
  love
• 0:01
  this
• 0:01
  question
• 0:01
  because
• 0:02
  from
• 0:02
  someone
• 0:02
  who
• 0:02
  spends
• 0:03
  a
• 0:03
  lot
• 0:03
  of
• 0:03
  time
• 0:03
  looking
• 0:03
  at
• 0:03
  my
• 0:03
  phone
• 0:04
  and
• 0:04
  looking
• 0:04
  at
• 0:04
  ads
• 0:04
  and
• 0:04
  things
• 0:05
  like
• 0:05
  that,
• 0:06
  a
• 0:06
  lot
• 0:06
  of
• 0:06
  our
• 0:06
  phone
• 0:07
  and
• 0:07
  our
• 0:07
  Internet
• 0:08
  algorithm
• 0:08
  is
• 0:08
  geared
• 0:09
  to
• 0:09
  tell
• 0:09
  us
• 0:09
  what
• 0:09
  we
• 0:10
  want
• 0:10
  to
• 0:10
  hear.
• 0:11
  When
• 0:11
  you
• 0:11
  go
• 0:11
  to
• 0:11
  a
• 0:11
  live
• 0:12
  in
• 0:12
  person
• 0:12
  event,
• 0:13
  there's
• 0:13
  no
• 0:13
  algorithm
• 0:14
  telling
• 0:14
  you
• 0:14
  what
• 0:14
  you
• 0:15
  want
• 0:15
  to
• 0:15
  hear.
• 0:15
  All
• 0:15
  of
• 0:16
  a
• 0:16
  sudden
• 0:16
  you
• 0:16
  are
• 0:16
  met
• 0:17
  with
• 0:17
  topics
• 0:17
  and
• 0:17
  conversations
• 0:18
  and
• 0:18
  experiences
• 0:19
  that
• 0:20
  you
• 0:20
  didn't
• 0:20
  even
• 0:20
  know
• 0:21
  you
• 0:21
  could
• 0:21
  have
• 0:22
  because
• 0:22
  it
• 0:22
  is
• 0:23
  beyond
• 0:23
  the
• 0:24
  bounds
• 0:24
  of
• 0:24
  technology
• 0:25
  and
• 0:25
  it's
• 0:25
  in
• 0:25
  person.
• 0:26
  Think
• 0:27
  for
• 0:27
  me
• 0:27
  is
• 0:28
  a
• 0:28
  high
• 0:28
  level
• 0:28
  summary
• 0:29
  of
• 0:29
  why
• 0:29
  I
• 0:29
  go
• 0:29
  to
• 0:29
  advertising
• 0:30
  conferences,
• 0:30
  why
• 0:31
  I
• 0:31
  go
• 0:31
  to
• 0:31
  wedding
• 0:31
  industry
• 0:32
  conferences,
• 0:32
  and
• 0:32
  I
• 0:32
  love
• 0:33
  every
• 0:33
  one
• 0:33
  of
• 0:33
  them.
• 1:30
  I'm
• 1:30
  Becca
• 1:30
  Poutney,
• 1:31
  wedding
• 1:31
  business
• 1:31
  marketing
• 1:32
  expert,
• 1:32
  speaker
• 1:33
  and
• 1:33
  blogger,
• 1:33
  and
• 1:34
  you're
• 1:34
  listening
• 1:34
  to
• 1:34
  the
• 1:34
  Wedding
• 1:35
  Pros
• 1:35
  who
• 1:35
  Are
• 1:35
  Ready
• 1:36
  to
• 1:36
  Grow
• 1:36
  podcast.
• 1:37
  I'm
• 1:38
  here
• 1:38
  to
• 1:38
  share
• 1:38
  with
• 1:38
  you
• 1:38
  actionable
• 1:39
  tips,
• 1:39
  strategies
• 1:40
  and
• 1:40
  real
• 1:41
  life
• 1:41
  examples
• 1:41
  to
• 1:42
  help
• 1:42
  you
• 1:42
  take
• 1:42
  your
• 1:42
  wedding
• 1:43
  business
• 1:43
  to
• 1:43
  the
• 1:43
  next
• 1:44
  level.
• 1:44
  If
• 1:44
  you
• 1:45
  are
• 1:45
  an
• 1:45
  ambitious
• 1:46
  wedding
• 1:46
  business
• 1:46
  owner
• 1:47
  that
• 1:47
  wants
• 1:47
  to
• 1:47
  take
• 1:47
  your
• 1:48
  passion
• 1:48
  and
• 1:48
  use
• 1:48
  it
• 1:49
  to
• 1:49
  build
• 1:49
  a
• 1:49
  profitable,
• 1:50
  sustainable
• 1:50
  business
• 1:51
  doing
• 1:51
  what
• 1:51
  you
• 1:52
  love,
• 1:52
  then
• 1:52
  you're
• 1:52
  in
• 1:52
  the
• 1:53
  right
• 1:53
  place.
• 1:54
  Let's
• 1:54
  get
• 1:54
  going
• 1:54
  with
• 1:54
  today's
• 1:55
  episode.
• 1:57
  Today
• 1:57
  I'm
• 1:58
  chatting
• 1:58
  with
• 1:58
  Mark
• 1:59
  Chapman,
• 1:59
  President
• 2:00
  of
• 2:00
  the
• 2:00
  I
• 2:00
  Do
• 2:00
  Society
• 2:01
  and
• 2:01
  the
• 2:02
  wedding
• 2:02
  industry's
• 2:02
  leading
• 2:03
  expert
• 2:03
  in
• 2:03
  Google
• 2:04
  Meta
• 2:04
  and
• 2:04
  TikTok
• 2:05
  ads.
• 2:06
  As
• 2:06
  well
• 2:06
  as
• 2:06
  running
• 2:06
  paid
• 2:07
  ad
• 2:07
  accounts
• 2:07
  for
• 2:07
  multiple
• 2:08
  businesses.
• 2:08
  Mark
• 2:09
  and
• 2:09
  the
• 2:09
  IG
• 2:09
  Society
• 2:10
  have
• 2:10
  recently
• 2:11
  launched
• 2:11
  their
• 2:11
  DIY
• 2:12
  advertising
• 2:12
  kits
• 2:13
  to
• 2:13
  help
• 2:13
  wedding
• 2:14
  pros
• 2:14
  just
• 2:14
  like
• 2:14
  you
• 2:15
  learn
• 2:15
  how
• 2:15
  to
• 2:16
  run
• 2:16
  your
• 2:16
  own
• 2:16
  paid
• 2:17
  ads.
• 2:17
  I'm
• 2:18
  also
• 2:18
  personally
• 2:19
  super
• 2:19
  excited
• 2:20
  to
• 2:20
  have
• 2:20
  them
• 2:20
  here
• 2:20
  as
• 2:21
  this
• 2:21
  month
• 2:21
  the
• 2:21
  IG
• 2:22
  Society
• 2:22
  became
• 2:23
  the
• 2:23
  first
• 2:23
  ever
• 2:23
  sponsor
• 2:24
  of
• 2:24
  this
• 2:25
  podcast.
• 2:26
  I
• 2:26
  cannot
• 2:26
  wait
• 2:26
  to
• 2:26
  talk
• 2:27
  all
• 2:27
  things
• 2:27
  paid
• 2:28
  ads
• 2:28
  with
• 2:28
  Mark
• 2:28
  today.
• 2:29
  So
• 2:29
  Mark,
• 2:30
  welcome
• 2:30
  back
• 2:31
  to
• 2:31
  the
• 2:31
  podcast.
• 2:32
  Yes,
• 2:32
  I've
• 2:32
  been
• 2:32
  looking
• 2:33
  forward
• 2:33
  to
• 2:33
  this
• 2:33
  conversation
• 2:34
  for
• 2:34
  many
• 2:34
  days.
• 2:35
  Thank
• 2:35
  you
• 2:35
  so
• 2:36
  much.
• 2:36
  It's
• 2:36
  an
• 2:37
  absolute
• 2:37
  pleasure.
• 2:38
  I'm
• 2:38
  thrilled
• 2:38
  to
• 2:38
  have
• 2:39
  you
• 2:39
  back.
• 2:39
  For
• 2:39
  any
• 2:39
  avid
• 2:40
  listeners,
• 2:40
  Mark
• 2:41
  was
• 2:41
  last
• 2:41
  here
• 2:41
  in
• 2:42
  June
• 2:42
  of
• 2:43
  2025,
• 2:43
  so
• 2:43
  it's
• 2:44
  not
• 2:44
  that
• 2:44
  long
• 2:44
  ago.
• 2:45
  And
• 2:45
  if
• 2:45
  you
• 2:45
  want
• 2:45
  to
• 2:46
  go
• 2:46
  and
• 2:46
  listen
• 2:46
  to
• 2:46
  that,
• 2:47
  it's
• 2:47
  episode
• 2:47
  167.
• 2:49
  Now
• 2:49
  in
• 2:49
  that
• 2:50
  episode
• 2:50
  we
• 2:50
  did
• 2:50
  a
• 2:51
  real
• 2:51
  deep
• 2:51
  dive
• 2:52
  into
• 2:52
  paid
• 2:52
  advertising.
• 2:53
  We
• 2:53
  are
• 2:53
  going
• 2:53
  to
• 2:53
  talk
• 2:53
  about
• 2:54
  paid
• 2:54
  advertising
• 2:54
  today,
• 2:55
  but
• 2:55
  from
• 2:55
  a
• 2:56
  slightly
• 2:56
  different
• 2:56
  perspect.
• 2:57
  So
• 2:57
  if
• 2:57
  paid
• 2:57
  advertising
• 2:58
  is
• 2:58
  something
• 2:58
  you
• 2:58
  want
• 2:59
  to
• 2:59
  get
• 2:59
  really
• 2:59
  granular
• 3:00
  about,
• 3:01
  I
• 3:01
  recommend
• 3:01
  listening
• 3:02
  to
• 3:02
  both
• 3:02
  this
• 3:02
  episode
• 3:03
  and
• 3:03
  the
• 3:04
  episode
• 3:04
  we
• 3:04
  recorded
• 3:05
  back
• 3:05
  in
• 3:05
  June
• 3:06
  as
• 3:06
  well.
• 3:07
  But
• 3:08
  back
• 3:08
  to
• 3:08
  you,
• 3:09
  Mark.
• 3:09
  I
• 3:09
  have
• 3:10
  to
• 3:10
  start
• 3:10
  this
• 3:10
  conversation
• 3:11
  by
• 3:11
  asking
• 3:11
  you,
• 3:12
  how
• 3:12
  are
• 3:12
  you
• 3:12
  feeling
• 3:13
  about
• 3:13
  being
• 3:13
  the
• 3:14
  first
• 3:14
  ever
• 3:14
  paid
• 3:15
  sponsor
• 3:15
  on
• 3:16
  the
• 3:16
  Becca
• 3:16
  Pountney
• 3:17
  Wedding
• 3:17
  Pros
• 3:17
  who
• 3:17
  are
• 3:18
  Ready
• 3:18
  to
• 3:18
  Grow
• 3:18
  podcast.
• 3:19
  I
• 3:19
  have
• 3:19
  many
• 3:19
  emotions.
• 3:20
  One
• 3:20
  of
• 3:20
  them,
• 3:20
  I
• 3:21
  would
• 3:21
  say,
• 3:21
  is
• 3:21
  honored.
• 3:22
  I
• 3:22
  think
• 3:22
  it's
• 3:22
  really
• 3:23
  exciting
• 3:23
  to
• 3:23
  be
• 3:24
  a
• 3:24
  part
• 3:24
  of
• 3:24
  that,
• 3:25
  to
• 3:25
  sponsor
• 3:25
  you.
• 3:26
  I'm
• 3:26
  super
• 3:26
  excited
• 3:26
  about
• 3:26
  it.
• 3:27
  You
• 3:27
  do
• 3:27
  such
• 3:27
  a
• 3:28
  great
• 3:28
  job,
• 3:28
  but
• 3:28
  I
• 3:28
  know
• 3:28
  you
• 3:28
  weren't
• 3:29
  fitting,
• 3:29
  fishing
• 3:29
  for
• 3:29
  compliments,
• 3:29
  but
• 3:30
  I'm
• 3:30
  going
• 3:30
  to
• 3:30
  give
• 3:30
  you
• 3:30
  one
• 3:30
  anyway.
• 3:31
  You
• 3:31
  do
• 3:31
  a
• 3:31
  really,
• 3:32
  really
• 3:32
  great
• 3:32
  job.
• 3:32
  And
• 3:33
  to
• 3:33
  be
• 3:33
  a
• 3:33
  part
• 3:34
  of
• 3:34
  that,
• 3:34
  to
• 3:34
  help
• 3:34
  small
• 3:35
  business
• 3:35
  owners
• 3:35
  in
• 3:35
  the
• 3:35
  wedding
• 3:36
  industry
• 3:36
  is
• 3:36
  my
• 3:36
  mission
• 3:37
  and
• 3:37
  passion.
• 3:38
  And
• 3:38
  so
• 3:38
  it's
• 3:38
  such
• 3:38
  a
• 3:38
  great
• 3:39
  opportunity
• 3:40
  to
• 3:40
  work
• 3:40
  together.
• 3:40
  So
• 3:40
  thanks.
• 3:41
  Well,
• 3:41
  I'm
• 3:41
  thrilled
• 3:42
  to
• 3:42
  partner
• 3:42
  with
• 3:43
  you.
• 3:43
  And
• 3:43
  I
• 3:43
  was
• 3:43
  just
• 3:44
  saying
• 3:44
  before
• 3:44
  we
• 3:44
  hit
• 3:45
  record,
• 3:45
  like,
• 3:46
  to
• 3:46
  me,
• 3:46
  transparency
• 3:47
  is
• 3:48
  so
• 3:48
  key
• 3:49
  to
• 3:49
  everything
• 3:49
  I
• 3:49
  do.
• 3:50
  And
• 3:50
  so
• 3:50
  we'll
• 3:51
  let
• 3:51
  the
• 3:51
  listeners
• 3:52
  know.
• 3:52
  It
• 3:52
  wasn't
• 3:52
  an
• 3:52
  easy
• 3:53
  thing
• 3:53
  for
• 3:54
  me
• 3:54
  to
• 3:54
  let
• 3:54
  go
• 3:54
  of
• 3:55
  because
• 3:55
  I've
• 3:55
  never
• 3:55
  had
• 3:55
  a
• 3:55
  paid
• 3:56
  sponsor
• 3:56
  on
• 3:57
  the
• 3:57
  podcast.
• 3:58
  Mostly
• 3:58
  because
• 3:59
  I
• 4:00
  find
• 4:00
  this
• 4:00
  is
• 4:00
  like
• 4:00
  a
• 4:01
  very
• 4:01
  precious
• 4:02
  item
• 4:02
  to
• 4:02
  me.
• 4:02
  This
• 4:03
  is
• 4:03
  a
• 4:03
  precious
• 4:03
  thing.
• 4:03
  I
• 4:04
  really
• 4:04
  respect
• 4:04
  my
• 4:04
  audience.
• 4:05
  And
• 4:06
  so
• 4:06
  when
• 4:06
  you
• 4:06
  did
• 4:06
  approach
• 4:07
  me
• 4:07
  last
• 4:07
  year
• 4:07
  about
• 4:07
  it,
• 4:08
  it
• 4:08
  took
• 4:08
  me
• 4:09
  a
• 4:09
  bit
• 4:09
  of
• 4:09
  time
• 4:09
  to
• 4:09
  think
• 4:10
  it
• 4:10
  through
• 4:10
  because
• 4:11
  I
• 4:11
  knew
• 4:11
  if
• 4:11
  I
• 4:11
  was
• 4:11
  going
• 4:12
  to
• 4:12
  do
• 4:12
  it,
• 4:12
  I
• 4:13
  needed
• 4:13
  to
• 4:13
  make
• 4:13
  sure
• 4:13
  I
• 4:13
  did
• 4:13
  it
• 4:14
  with
• 4:14
  the
• 4:14
  right
• 4:14
  people,
• 4:15
  people
• 4:15
  with
• 4:15
  a
• 4:15
  similar
• 4:15
  ethos
• 4:16
  with
• 4:16
  me,
• 4:16
  with
• 4:16
  the
• 4:17
  right
• 4:17
  thing,
• 4:17
  because
• 4:17
  I
• 4:18
  value
• 4:18
  my
• 4:18
  audience
• 4:19
  hugely.
• 4:19
  But
• 4:20
  on
• 4:20
  the
• 4:20
  other
• 4:20
  side
• 4:21
  of
• 4:21
  things,
• 4:21
  it
• 4:22
  makes
• 4:22
  sense,
• 4:22
  right?
• 4:23
  Because
• 4:23
  it
• 4:23
  allows
• 4:23
  me
• 4:24
  to
• 4:24
  keep
• 4:24
  the
• 4:24
  podcast
• 4:25
  going
• 4:25
  for
• 4:25
  longer
• 4:26
  and
• 4:26
  keep
• 4:27
  it
• 4:27
  free
• 4:27
  for
• 4:27
  everyone.
• 4:28
  So
• 4:29
  when
• 4:29
  we
• 4:29
  had
• 4:29
  a
• 4:29
  discussion
• 4:30
  and
• 4:30
  I
• 4:30
  was
• 4:30
  very
• 4:30
  open
• 4:31
  with
• 4:31
  you
• 4:31
  about
• 4:31
  that,
• 4:32
  and
• 4:32
  we'd
• 4:32
  already
• 4:32
  known
• 4:33
  each
• 4:33
  other
• 4:33
  in
• 4:33
  the
• 4:33
  past,
• 4:33
  I
• 4:34
  know
• 4:34
  what
• 4:34
  you
• 4:34
  guys
• 4:34
  do.
• 4:35
  It
• 4:35
  just
• 4:35
  felt
• 4:36
  like
• 4:36
  the
• 4:36
  right
• 4:36
  fit
• 4:37
  as
• 4:37
  we
• 4:37
  came
• 4:37
  into
• 4:38
  this
• 4:38
  year.
• 4:38
  I
• 4:39
  know
• 4:39
  that
• 4:39
  it's
• 4:39
  a
• 4:39
  gap
• 4:40
  in
• 4:41
  our
• 4:41
  industry
• 4:41
  where
• 4:42
  people
• 4:42
  know
• 4:43
  that
• 4:43
  they
• 4:43
  want
• 4:43
  to
• 4:43
  understand
• 4:43
  paid
• 4:44
  advertising,
• 4:45
  but
• 4:45
  can't
• 4:46
  necessarily
• 4:46
  pay
• 4:47
  someone
• 4:47
  like
• 4:47
  you
• 4:47
  and
• 4:47
  your
• 4:48
  team
• 4:48
  to
• 4:48
  do
• 4:48
  it
• 4:48
  for
• 4:48
  them.
• 4:49
  And
• 4:49
  so
• 4:49
  they
• 4:49
  want
• 4:50
  to
• 4:50
  have
• 4:50
  a
• 4:50
  go
• 4:50
  at
• 4:50
  it,
• 4:50
  but
• 4:51
  it
• 4:51
  feels
• 4:51
  beyond
• 4:51
  reach.
• 4:52
  And
• 4:52
  so
• 4:52
  we'll
• 4:53
  get
• 4:53
  into
• 4:53
  it
• 4:53
  later.
• 4:54
  But
• 4:54
  that
• 4:54
  for
• 4:54
  me,
• 4:55
  made
• 4:56
  sense
• 4:56
  for
• 4:56
  my
• 4:56
  audience.
• 4:56
  I
• 4:57
  could
• 4:57
  see
• 4:57
  how
• 4:57
  it
• 4:57
  was
• 4:57
  going
• 4:58
  to
• 4:58
  help
• 4:58
  them.
• 4:58
  So
• 4:59
  I'm
• 4:59
  thrilled
• 4:59
  to
• 4:59
  have
• 5:00
  you
• 5:00
  as
• 5:00
  the
• 5:00
  first
• 5:00
  ever
• 5:00
  sponsor.
• 5:01
  And
• 5:01
  that
• 5:01
  is
• 5:01
  a
• 5:01
  title
• 5:02
  you
• 5:02
  will
• 5:02
  never
• 5:03
  lose.
• 5:03
  You
• 5:03
  can
• 5:03
  never
• 5:04
  be
• 5:04
  the
• 5:04
  first
• 5:04
  again.
• 5:06
  I'm
• 5:06
  wearing
• 5:06
  it.
• 5:06
  I've
• 5:06
  got
• 5:07
  a
• 5:07
  badge.
• 5:07
  It's
• 5:07
  awesome.
• 5:09
  Amazing.
• 5:09
  Okay,
• 5:10
  let's
• 5:10
  talk
• 5:10
  about
• 5:10
  the
• 5:11
  wedding
• 5:11
  industry
• 5:11
  then.
• 5:12
  Because
• 5:12
  like
• 5:12
  I
• 5:12
  said,
• 5:13
  we
• 5:13
  last
• 5:13
  talked
• 5:13
  back
• 5:14
  in
• 5:14
  June.
• 5:15
  We're
• 5:15
  now
• 5:15
  in
• 5:15
  a
• 5:15
  brand
• 5:16
  new
• 5:16
  year.
• 5:16
  It's
• 5:16
  2026.
• 5:18
  You
• 5:18
  just,
• 5:18
  like
• 5:18
  me,
• 5:19
  work
• 5:19
  with
• 5:19
  lots
• 5:20
  of
• 5:20
  wedding
• 5:20
  industry
• 5:20
  professionals.
• 5:21
  You're
• 5:21
  out
• 5:21
  there
• 5:22
  at
• 5:22
  events,
• 5:22
  at
• 5:22
  conferences.
• 5:24
  What
• 5:24
  are
• 5:24
  you
• 5:25
  seeing
• 5:25
  on
• 5:25
  the
• 5:25
  ground
• 5:26
  is
• 5:26
  the
• 5:27
  kind
• 5:27
  of
• 5:27
  vibe
• 5:28
  of
• 5:28
  the
• 5:28
  industry
• 5:29
  right
• 5:29
  now
• 5:30
  as
• 5:30
  we
• 5:30
  enter
• 5:30
  2026.
• 5:31
  I'd
• 5:32
  say
• 5:32
  that
• 5:32
  2026
• 5:33
  seems
• 5:33
  to
• 5:34
  be
• 5:34
  shaping
• 5:34
  up
• 5:34
  to
• 5:34
  be
• 5:35
  a
• 5:35
  year
• 5:35
  that
• 5:35
  is
• 5:35
  more
• 5:36
  stable
• 5:36
  than
• 5:36
  past
• 5:37
  years.
• 5:38
  I
• 5:38
  think
• 5:38
  that
• 5:38
  there
• 5:38
  is,
• 5:39
  you
• 5:39
  know,
• 5:40
  everyone
• 5:40
  talks
• 5:40
  about
• 5:41
  pandemic
• 5:41
  post
• 5:41
  pandemic,
• 5:42
  and
• 5:42
  I
• 5:42
  really
• 5:42
  feel
• 5:43
  like
• 5:43
  that
• 5:43
  conversation
• 5:43
  is
• 5:44
  kind
• 5:44
  of
• 5:44
  closed
• 5:44
  now.
• 5:44
  I
• 5:45
  think
• 5:45
  there's
• 5:45
  a,
• 5:45
  you
• 5:46
  know,
• 5:46
  there's
• 5:46
  a
• 5:46
  new
• 5:46
  reality
• 5:47
  post
• 5:47
  pandemic
• 5:47
  that
• 5:48
  people
• 5:48
  are
• 5:48
  settled
• 5:48
  into
• 5:49
  and
• 5:49
  they've
• 5:49
  made
• 5:50
  decisions
• 5:50
  in
• 5:50
  their
• 5:50
  business
• 5:51
  to
• 5:51
  either
• 5:51
  keep
• 5:51
  their
• 5:51
  business
• 5:52
  open
• 5:52
  and
• 5:52
  do
• 5:52
  things
• 5:53
  a
• 5:53
  little
• 5:53
  bit
• 5:53
  differently
• 5:54
  or
• 5:54
  go
• 5:54
  in
• 5:54
  a
• 5:54
  different.
• 5:55
  So
• 5:55
  I
• 5:56
  really
• 5:56
  get
• 5:56
  the
• 5:57
  feeling
• 5:57
  that
• 5:57
  2026
• 5:58
  is
• 5:58
  a
• 5:58
  year
• 5:59
  of
• 5:59
  more
• 5:59
  stability
• 6:00
  and
• 6:00
  more
• 6:01
  calm
• 6:01
  in
• 6:01
  the
• 6:01
  wedding
• 6:02
  industry
• 6:02
  than
• 6:03
  previous
• 6:03
  years.
• 6:03
  Yeah,
• 6:04
  there's
• 6:04
  definitely
• 6:04
  that
• 6:05
  air
• 6:05
  of
• 6:05
  positivity
• 6:06
  that
• 6:06
  I
• 6:06
  don't
• 6:06
  feel
• 6:06
  like
• 6:07
  we
• 6:07
  necessarily
• 6:07
  had
• 6:08
  at
• 6:08
  the
• 6:08
  beginning
• 6:09
  of
• 6:09
  2025.
• 6:10
  And
• 6:10
  what's
• 6:10
  interesting
• 6:11
  to
• 6:11
  me,
• 6:11
  talking
• 6:12
  about
• 6:12
  this
• 6:12
  whole.
• 6:12
  We
• 6:13
  kept
• 6:13
  talking
• 6:13
  about
• 6:13
  pre
• 6:13
  Covid.
• 6:14
  Post
• 6:14
  Covid.
• 6:15
  I
• 6:15
  realized
• 6:15
  when
• 6:15
  we've
• 6:16
  entered
• 6:16
  2026,
• 6:16
  we're
• 6:17
  actually
• 6:17
  now
• 6:17
  getting
• 6:17
  closer
• 6:18
  to
• 6:18
  2030
• 6:19
  than
• 6:19
  we
• 6:19
  are
• 6:19
  to
• 6:19
  2020.
• 6:20
  So
• 6:20
  we
• 6:20
  need
• 6:21
  to
• 6:21
  stop
• 6:21
  looking
• 6:21
  back
• 6:22
  now.
• 6:22
  That
• 6:22
  is
• 6:22
  terrifying.
• 6:23
  But
• 6:23
  it
• 6:23
  is
• 6:24
  true.
• 6:24
  It's
• 6:24
  so
• 6:25
  true.
• 6:25
  And
• 6:25
  you
• 6:25
  know,
• 6:25
  and
• 6:26
  when
• 6:26
  we
• 6:26
  say.
• 6:26
  When
• 6:26
  I
• 6:27
  say,
• 6:27
  like
• 6:27
  that
• 6:27
  conversation's
• 6:28
  closed.
• 6:28
  It's
• 6:28
  obviously
• 6:29
  a
• 6:29
  part
• 6:29
  of
• 6:29
  people's
• 6:30
  business
• 6:30
  journey
• 6:30
  and
• 6:30
  an
• 6:31
  important
• 6:31
  part
• 6:31
  of
• 6:31
  people's
• 6:31
  business
• 6:32
  journey,
• 6:32
  what
• 6:33
  they
• 6:33
  experience
• 6:33
  through
• 6:34
  that.
• 6:34
  But
• 6:34
  it's
• 6:34
  also
• 6:35
  like,
• 6:35
  awesome.
• 6:36
  Okay,
• 6:36
  we
• 6:36
  experienced
• 6:37
  it,
• 6:37
  we
• 6:37
  learned
• 6:37
  from
• 6:37
  it.
• 6:37
  Like,
• 6:38
  focusing
• 6:38
  on
• 6:39
  the
• 6:39
  future
• 6:39
  is
• 6:39
  what
• 6:39
  is
• 6:40
  good
• 6:40
  for
• 6:41
  businesses,
• 6:41
  I
• 6:41
  think.
• 6:42
  Yeah,
• 6:42
  absolutely.
• 6:43
  It's
• 6:43
  kind
• 6:43
  of.
• 6:43
  We
• 6:44
  lived
• 6:44
  in
• 6:44
  that
• 6:44
  age
• 6:44
  and
• 6:44
  now
• 6:45
  we're
• 6:45
  in
• 6:45
  a
• 6:45
  different
• 6:46
  era,
• 6:46
  really.
• 6:47
  And
• 6:47
  I
• 6:47
  think
• 6:47
  even
• 6:48
  things
• 6:48
  like
• 6:48
  people
• 6:49
  going
• 6:49
  out
• 6:49
  and
• 6:49
  socializing
• 6:50
  more.
• 6:50
  Me
• 6:50
  and
• 6:50
  my
• 6:50
  friends
• 6:51
  were
• 6:51
  talking
• 6:51
  about
• 6:51
  this.
• 6:51
  I
• 6:52
  feel
• 6:52
  like
• 6:52
  it's
• 6:52
  kind
• 6:52
  of
• 6:53
  taken
• 6:53
  those
• 6:53
  five
• 6:53
  years
• 6:54
  for
• 6:54
  everyone
• 6:54
  to
• 6:54
  really
• 6:55
  get
• 6:55
  step
• 6:55
  back
• 6:55
  into
• 6:56
  wanting
• 6:56
  to
• 6:56
  be
• 6:56
  in
• 6:56
  person
• 6:57
  and
• 6:57
  not
• 6:57
  just
• 6:58
  want
• 6:58
  to
• 6:58
  be
• 6:58
  on
• 6:59
  the
• 6:59
  couch.
• 6:59
  And
• 6:59
  I
• 7:00
  think
• 7:00
  again,
• 7:00
  we're
• 7:00
  seeing
• 7:01
  that
• 7:01
  reflected
• 7:01
  in
• 7:01
  the
• 7:02
  industry.
• 7:02
  More
• 7:02
  people
• 7:02
  are
• 7:03
  wanting
• 7:03
  to
• 7:03
  go
• 7:03
  out
• 7:03
  to
• 7:04
  in
• 7:04
  person
• 7:04
  events
• 7:05
  again.
• 7:05
  Weddings
• 7:06
  are
• 7:06
  getting
• 7:06
  bigger
• 7:06
  again.
• 7:07
  And
• 7:07
  that
• 7:07
  kind
• 7:07
  of
• 7:08
  fear
• 7:08
  that
• 7:08
  was
• 7:08
  laid
• 7:09
  over
• 7:09
  seems
• 7:10
  to
• 7:10
  be
• 7:10
  dissipating
• 7:11
  somewhat.
• 7:11
  Yeah,
• 7:12
  it
• 7:12
  is
• 7:12
  what
• 7:12
  it
• 7:12
  is.
• 7:13
  Here
• 7:13
  we
• 7:13
  are.
• 7:13
  And
• 7:14
  I
• 7:14
  love
• 7:14
  that
• 7:14
  you
• 7:14
  pointed
• 7:15
  out,
• 7:15
  actually
• 7:15
  if
• 7:15
  we
• 7:15
  round
• 7:16
  up,
• 7:16
  it's
• 7:16
  2030.
• 7:17
  That's
• 7:17
  so
• 7:17
  crazy.
• 7:19
  I
• 7:19
  know.
• 7:19
  It's
• 7:19
  absolutely
• 7:20
  terrifying.
• 7:20
  So
• 7:21
  let's
• 7:21
  not
• 7:21
  linger
• 7:21
  on
• 7:22
  that
• 7:22
  fact.
• 7:25
  So
• 7:25
  let's
• 7:25
  talk
• 7:26
  about
• 7:26
  paid
• 7:26
  ads
• 7:27
  then
• 7:27
  and
• 7:27
  where
• 7:27
  you
• 7:28
  see
• 7:28
  that
• 7:28
  fitting
• 7:29
  into
• 7:29
  the
• 7:29
  overall
• 7:30
  picture
• 7:31
  of
• 7:31
  marketing
• 7:32
  in
• 7:32
  2026
• 7:33
  because
• 7:34
  we're
• 7:34
  seeing
• 7:35
  lots
• 7:35
  of
• 7:35
  shifts.
• 7:36
  Social
• 7:36
  media
• 7:37
  is
• 7:37
  gone
• 7:37
  crazy.
• 7:38
  I've
• 7:38
  recently
• 7:38
  written
• 7:39
  a
• 7:39
  talk
• 7:39
  called
• 7:39
  what
• 7:40
  the
• 7:40
  Social
• 7:40
  Media
• 7:40
  has
• 7:41
  Happened.
• 7:41
  Because
• 7:42
  that's
• 7:42
  what
• 7:42
  it
• 7:42
  feels
• 7:42
  like.
• 7:43
  It's
• 7:43
  like
• 7:43
  what's
• 7:44
  happened.
• 7:44
  We've
• 7:44
  gone
• 7:45
  from
• 7:45
  posting
• 7:45
  pretty
• 7:45
  photos
• 7:46
  to
• 7:46
  suddenly
• 7:47
  being
• 7:47
  expected
• 7:47
  to
• 7:47
  be
• 7:47
  full
• 7:48
  blown
• 7:48
  TV
• 7:48
  presenters
• 7:49
  all
• 7:49
  of
• 7:49
  the
• 7:49
  time.
• 7:50
  People
• 7:50
  feel
• 7:50
  overwhelmed,
• 7:51
  people
• 7:51
  can't
• 7:52
  keep
• 7:52
  up.
• 7:52
  We
• 7:52
  got
• 7:52
  the
• 7:53
  AI
• 7:53
  stuff
• 7:53
  going
• 7:54
  on.
• 7:54
  So
• 7:55
  in
• 7:55
  this
• 7:55
  kind
• 7:55
  of
• 7:55
  melee
• 7:56
  of
• 7:56
  marketing
• 7:56
  that
• 7:57
  people
• 7:57
  are
• 7:57
  feeling,
• 7:58
  where
• 7:58
  do
• 7:58
  you
• 7:59
  see
• 7:59
  paid
• 7:59
  ads
• 8:00
  sitting
• 8:00
  among
• 8:00
  that
• 8:01
  chaos?
• 8:01
  I
• 8:02
  think
• 8:02
  I
• 8:02
  see
• 8:02
  paid
• 8:03
  ads
• 8:03
  actually
• 8:03
  taking
• 8:03
  it
• 8:04
  a
• 8:04
  step
• 8:04
  back
• 8:04
  and
• 8:04
  I'm
• 8:04
  actually
• 8:05
  going
• 8:05
  to
• 8:05
  share
• 8:05
  a
• 8:05
  little
• 8:05
  bit
• 8:05
  about
• 8:05
  my
• 8:06
  story
• 8:06
  real
• 8:06
  quickly
• 8:06
  here
• 8:07
  because
• 8:07
  I
• 8:07
  started
• 8:07
  out
• 8:08
  my
• 8:08
  journey
• 8:08
  in
• 8:08
  the
• 8:08
  wedding
• 8:08
  industry
• 8:08
  as
• 8:09
  a
• 8:09
  wedding
• 8:09
  photographer
• 8:10
  and
• 8:10
  at
• 8:10
  that
• 8:11
  time
• 8:11
  like
• 8:11
  I
• 8:11
  was
• 8:12
  overwhelmed
• 8:12
  with
• 8:13
  in
• 8:14
  person
• 8:14
  networking.
• 8:15
  And
• 8:15
  I
• 8:15
  think
• 8:15
  that
• 8:15
  there's
• 8:16
  an
• 8:16
  equivalent
• 8:16
  of
• 8:16
  like
• 8:17
  in
• 8:17
  the,
• 8:17
  in
• 8:18
  like
• 8:18
  2008
• 8:18
  when
• 8:18
  I
• 8:19
  was
• 8:19
  a
• 8:19
  wedding
• 8:19
  photographer,
• 8:19
  like
• 8:20
  there
• 8:20
  are
• 8:20
  all
• 8:20
  these
• 8:20
  networking
• 8:21
  groups
• 8:21
  and
• 8:21
  places
• 8:21
  to
• 8:21
  go
• 8:22
  and
• 8:22
  there's
• 8:22
  a
• 8:22
  parallel
• 8:23
  to
• 8:23
  that
• 8:23
  to
• 8:23
  what's
• 8:24
  happening
• 8:24
  now
• 8:24
  with
• 8:24
  what
• 8:25
  you
• 8:25
  mentioned
• 8:25
  about
• 8:25
  all
• 8:26
  these
• 8:26
  sorts
• 8:26
  social
• 8:26
  media
• 8:26
  platforms
• 8:27
  and
• 8:27
  trying
• 8:27
  to
• 8:27
  be
• 8:28
  everywhere
• 8:28
  all
• 8:28
  at
• 8:28
  once.
• 8:29
  And
• 8:29
  I
• 8:29
  found
• 8:29
  myself
• 8:30
  completely
• 8:30
  overwhelmed
• 8:31
  with
• 8:31
  like
• 8:32
  doing
• 8:32
  my
• 8:32
  job,
• 8:32
  running
• 8:33
  my
• 8:33
  business,
• 8:33
  trying
• 8:34
  to
• 8:34
  do
• 8:34
  all
• 8:34
  the
• 8:34
  networking.
• 8:35
  And
• 8:35
  for
• 8:35
  me,
• 8:36
  when
• 8:36
  I
• 8:36
  discovered
• 8:36
  paid
• 8:37
  advertising
• 8:37
  and
• 8:37
  I
• 8:38
  learned
• 8:38
  it
• 8:38
  for
• 8:38
  myself
• 8:39
  and
• 8:39
  used
• 8:39
  it
• 8:39
  for
• 8:40
  our
• 8:40
  own
• 8:40
  business,
• 8:41
  it
• 8:41
  was
• 8:41
  something
• 8:41
  that
• 8:42
  I
• 8:42
  traded
• 8:42
  my
• 8:43
  money
• 8:43
  for
• 8:43
  time
• 8:44
  because
• 8:44
  I
• 8:44
  got
• 8:44
  to
• 8:44
  a
• 8:45
  point
• 8:45
  where
• 8:45
  I
• 8:45
  was
• 8:45
  like,
• 8:45
  I
• 8:45
  don't
• 8:46
  have
• 8:46
  time
• 8:46
  to
• 8:46
  be
• 8:46
  in
• 8:46
  all
• 8:47
  these
• 8:47
  places
• 8:47
  at
• 8:47
  once.
• 8:48
  And
• 8:48
  so
• 8:48
  I
• 8:48
  think
• 8:48
  that
• 8:49
  still
• 8:49
  exists
• 8:49
  today
• 8:50
  where
• 8:51
  paid
• 8:51
  advertising
• 8:52
  in
• 8:52
  2026
• 8:53
  is
• 8:53
  going
• 8:53
  to
• 8:53
  be
• 8:53
  one
• 8:53
  of
• 8:54
  those
• 8:54
  things
• 8:54
  where
• 8:54
  if
• 8:54
  you
• 8:55
  want
• 8:55
  to,
• 8:56
  if
• 8:56
  you
• 8:56
  don't
• 8:56
  have
• 8:56
  any
• 8:56
  more
• 8:57
  time
• 8:57
  to
• 8:57
  like
• 8:57
  bootstrap
• 8:58
  your
• 8:58
  business
• 8:58
  and
• 8:58
  do
• 8:59
  that
• 8:59
  networking,
• 9:00
  it's
• 9:00
  that
• 9:00
  thing
• 9:00
  that
• 9:01
  you
• 9:01
  should
• 9:01
  look
• 9:01
  into
• 9:02
  because
• 9:02
  it's
• 9:02
  going
• 9:02
  to
• 9:03
  give
• 9:03
  you
• 9:03
  your
• 9:03
  time
• 9:04
  back.
• 9:04
  And
• 9:05
  yes,
• 9:05
  it
• 9:05
  does
• 9:05
  cost
• 9:05
  money.
• 9:06
  But
• 9:06
  I
• 9:06
  think
• 9:07
  everyone
• 9:07
  who
• 9:07
  grows
• 9:08
  a
• 9:08
  business
• 9:08
  knows
• 9:09
  at
• 9:09
  some
• 9:09
  point
• 9:10
  you
• 9:10
  only
• 9:10
  have
• 9:11
  finite
• 9:11
  resources
• 9:12
  of
• 9:12
  both.
• 9:12
  You
• 9:12
  have
• 9:12
  to
• 9:12
  choose.
• 9:13
  Yeah.
• 9:13
  And
• 9:14
  time.
• 9:15
  Yeah,
• 9:15
  it
• 9:15
  makes
• 9:15
  perfect
• 9:15
  sense.
• 9:16
  And
• 9:16
  the
• 9:16
  thing
• 9:16
  is,
• 9:16
  I
• 9:16
  think
• 9:16
  we
• 9:16
  forget
• 9:17
  that
• 9:17
  time
• 9:17
  is
• 9:18
  money
• 9:18
  as
• 9:19
  well.
• 9:19
  And
• 9:19
  actually
• 9:19
  if
• 9:20
  we're
• 9:20
  spending
• 9:20
  so
• 9:21
  much
• 9:21
  of
• 9:21
  our
• 9:21
  time
• 9:21
  creating
• 9:22
  content
• 9:23
  to
• 9:23
  go
• 9:24
  on
• 9:24
  social
• 9:24
  media,
• 9:25
  well,
• 9:25
  that's
• 9:25
  actually
• 9:25
  costing
• 9:26
  us
• 9:26
  in
• 9:26
  other
• 9:26
  ways.
• 9:26
  We
• 9:27
  don't
• 9:27
  always
• 9:27
  put
• 9:27
  a
• 9:28
  value
• 9:28
  on
• 9:28
  it,
• 9:28
  but
• 9:29
  it
• 9:29
  absolutely
• 9:30
  is.
• 9:31
  So
• 9:31
  yeah,
• 9:31
  you're
• 9:31
  right.
• 9:32
  We
• 9:32
  have
• 9:32
  to
• 9:32
  spend
• 9:32
  money
• 9:33
  to
• 9:33
  make
• 9:33
  things
• 9:33
  happen.
• 9:34
  And
• 9:34
  I
• 9:34
  do
• 9:34
  think
• 9:34
  we're
• 9:35
  going
• 9:35
  to
• 9:35
  see
• 9:35
  a
• 9:35
  bit
• 9:35
  of
• 9:35
  a
• 9:35
  shift.
• 9:36
  It'll
• 9:36
  be
• 9:36
  Interesting.
• 9:37
  This
• 9:37
  year
• 9:37
  I
• 9:37
  feel
• 9:38
  like
• 9:38
  we're
• 9:38
  going
• 9:38
  to
• 9:38
  see
• 9:38
  a
• 9:38
  divide.
• 9:39
  So
• 9:39
  I've
• 9:40
  started
• 9:40
  talking
• 9:40
  about
• 9:40
  how
• 9:41
  I
• 9:41
  see
• 9:41
  wedding
• 9:41
  professionals
• 9:42
  are
• 9:42
  going
• 9:42
  to
• 9:42
  take
• 9:43
  two
• 9:43
  routes
• 9:43
  when
• 9:43
  it
• 9:44
  goes
• 9:44
  to
• 9:44
  social
• 9:44
  media.
• 9:45
  There's
• 9:45
  going
• 9:45
  to
• 9:45
  be
• 9:46
  some
• 9:46
  that
• 9:46
  are
• 9:46
  all
• 9:47
  in
• 9:47
  with
• 9:47
  the
• 9:47
  reels
• 9:48
  and
• 9:48
  they're
• 9:48
  going
• 9:48
  to
• 9:48
  grow
• 9:49
  and
• 9:49
  they're
• 9:49
  going
• 9:49
  to
• 9:49
  get
• 9:50
  great
• 9:50
  visibility
• 9:51
  because
• 9:51
  they're
• 9:51
  going
• 9:51
  to
• 9:51
  be
• 9:51
  all
• 9:52
  in
• 9:52
  and
• 9:52
  there's
• 9:52
  going
• 9:52
  to
• 9:53
  be
• 9:53
  other
• 9:53
  people
• 9:53
  that
• 9:53
  are
• 9:54
  going
• 9:54
  to
• 9:54
  take
• 9:54
  a
• 9:54
  step
• 9:54
  back
• 9:55
  because
• 9:55
  they're
• 9:55
  overwhelmed
• 9:56
  and
• 9:56
  start
• 9:57
  using
• 9:57
  it
• 9:57
  more
• 9:57
  as
• 9:57
  a
• 9:57
  kind
• 9:58
  of
• 9:58
  building
• 9:58
  trust
• 9:59
  platform
• 9:59
  for
• 9:59
  people
• 10:00
  who
• 10:00
  already
• 10:00
  know
• 10:00
  they
• 10:01
  exist
• 10:01
  rather
• 10:01
  than
• 10:02
  trying
• 10:02
  to
• 10:03
  reach
• 10:03
  new
• 10:03
  people.
• 10:04
  I
• 10:04
  guess
• 10:04
  if
• 10:05
  we're
• 10:05
  looking
• 10:05
  at
• 10:05
  paid
• 10:06
  ads,
• 10:06
  particularly
• 10:07
  meta
• 10:07
  ads,
• 10:08
  I
• 10:08
  guess
• 10:08
  that
• 10:09
  kind
• 10:09
  of
• 10:09
  fits
• 10:09
  somewhere
• 10:10
  in
• 10:10
  between
• 10:10
  those
• 10:11
  two
• 10:11
  places.
• 10:11
  No,
• 10:11
  it
• 10:11
  really
• 10:12
  does.
• 10:12
  Because
• 10:12
  short
• 10:12
  form
• 10:12
  video,
• 10:13
  whether
• 10:13
  it's
• 10:14
  meta
• 10:14
  ads
• 10:14
  or
• 10:14
  TikTok
• 10:15
  ads,
• 10:15
  is
• 10:15
  incredibly
• 10:16
  important.
• 10:16
  Like
• 10:17
  you,
• 10:18
  you
• 10:18
  really
• 10:18
  can't
• 10:19
  run
• 10:19
  ads
• 10:19
  on
• 10:19
  either
• 10:20
  of
• 10:20
  those
• 10:20
  two
• 10:20
  platforms
• 10:21
  today
• 10:21
  if
• 10:21
  you
• 10:21
  don't
• 10:22
  have
• 10:22
  some
• 10:22
  sort
• 10:22
  of
• 10:22
  short
• 10:23
  form
• 10:23
  video
• 10:23
  in
• 10:24
  your
• 10:24
  back
• 10:24
  pocket
• 10:25
  and
• 10:25
  you
• 10:25
  don't
• 10:26
  have
• 10:26
  to
• 10:26
  spend
• 10:26
  a
• 10:26
  lot
• 10:26
  of
• 10:27
  time
• 10:27
  figuring
• 10:27
  out
• 10:28
  like
• 10:28
  creating
• 10:28
  50
• 10:28
  different
• 10:29
  videos.
• 10:29
  Like
• 10:29
  two
• 10:29
  or
• 10:30
  three
• 10:30
  really
• 10:30
  good
• 10:30
  videos
• 10:31
  can
• 10:31
  go
• 10:31
  a
• 10:31
  whole
• 10:32
  lot,
• 10:32
  a
• 10:32
  really
• 10:32
  long
• 10:32
  way
• 10:33
  for
• 10:33
  people.
• 10:34
  Yeah,
• 10:34
  absolutely.
• 10:35
  Okay,
• 10:36
  so
• 10:36
  that's
• 10:36
  where
• 10:36
  we
• 10:36
  see
• 10:37
  paid
• 10:37
  ads
• 10:37
  sitting
• 10:37
  in
• 10:38
  2026.
• 10:39
  Do
• 10:40
  you
• 10:40
  think
• 10:40
  there's
• 10:40
  any
• 10:41
  changes
• 10:42
  from
• 10:42
  last
• 10:43
  year
• 10:43
  or
• 10:43
  the
• 10:43
  last
• 10:43
  few
• 10:43
  years
• 10:44
  into
• 10:44
  2026
• 10:45
  and
• 10:45
  to
• 10:45
  what
• 10:45
  kind
• 10:46
  of
• 10:46
  strategies
• 10:46
  are
• 10:47
  working
• 10:47
  when
• 10:47
  it
• 10:48
  comes
• 10:48
  to
• 10:48
  paid
• 10:48
  ads?
• 10:49
  Are
• 10:49
  the
• 10:49
  same
• 10:49
  strategies
• 10:50
  following
• 10:50
  through
• 10:51
  or
• 10:51
  is
• 10:51
  it
• 10:51
  about
• 10:51
  social
• 10:52
  media
• 10:52
  in
• 10:52
  general?
• 10:52
  You
• 10:53
  mentioned
• 10:53
  the
• 10:53
  video.
• 10:53
  We're
• 10:54
  actually
• 10:54
  what
• 10:55
  is
• 10:55
  working
• 10:55
  is
• 10:55
  shifting
• 10:56
  quite
• 10:56
  fast
• 10:56
  in
• 10:57
  paid
• 10:57
  ads
• 10:57
  too.
• 10:58
  There
• 10:58
  are
• 10:58
  two.
• 10:59
  I
• 10:59
  have
• 10:59
  two
• 10:59
  answers
• 10:59
  to
• 10:59
  that.
• 11:00
  One
• 11:00
  is
• 11:00
  that
• 11:01
  strategy
• 11:01
  that
• 11:01
  has
• 11:01
  stayed
• 11:02
  the
• 11:02
  same.
• 11:02
  And
• 11:02
  then
• 11:03
  there's
• 11:03
  a
• 11:03
  second
• 11:03
  strategy
• 11:04
  that
• 11:04
  I
• 11:04
  feel
• 11:04
  like
• 11:04
  is
• 11:04
  very
• 11:05
  different.
• 11:05
  2026.
• 11:06
  The
• 11:06
  first
• 11:06
  strategy
• 11:07
  that
• 11:07
  stays
• 11:07
  the
• 11:08
  same
• 11:08
  is
• 11:08
  that
• 11:08
  couples
• 11:09
  need
• 11:09
  to
• 11:09
  see
• 11:09
  you
• 11:09
  in
• 11:10
  multiple
• 11:10
  places
• 11:10
  multiple
• 11:11
  times.
• 11:11
  Because
• 11:12
  let's
• 11:12
  take
• 11:12
  Google
• 11:13
  Ads
• 11:13
  for
• 11:13
  example.
• 11:14
  There
• 11:14
  isn't
• 11:15
  a
• 11:15
  bride
• 11:15
  on
• 11:15
  earth
• 11:16
  who
• 11:16
  goes
• 11:16
  to
• 11:16
  Google
• 11:17
  and
• 11:17
  searches
• 11:17
  for
• 11:17
  like
• 11:17
  wedding
• 11:18
  venue
• 11:18
  and
• 11:18
  name
• 11:19
  the
• 11:19
  city
• 11:19
  or
• 11:19
  name
• 11:20
  the
• 11:20
  town,
• 11:20
  clicks
• 11:21
  on
• 11:21
  the
• 11:21
  ad
• 11:21
  and
• 11:21
  is
• 11:21
  like
• 11:22
  this
• 11:22
  is
• 11:22
  the
• 11:22
  venue
• 11:22
  for
• 11:23
  me
• 11:23
  and
• 11:23
  books
• 11:23
  her
• 11:23
  tour.
• 11:24
  After
• 11:24
  clicking
• 11:24
  on
• 11:25
  the
• 11:25
  ad,
• 11:25
  she's
• 11:26
  going
• 11:26
  to
• 11:26
  her
• 11:26
  homework,
• 11:27
  she's
• 11:27
  going
• 11:27
  to
• 11:27
  look
• 11:27
  at
• 11:27
  your
• 11:27
  Google
• 11:28
  review,
• 11:28
  she's
• 11:28
  going
• 11:28
  to
• 11:28
  look
• 11:29
  at
• 11:29
  your
• 11:29
  Instagram
• 11:30
  account,
• 11:30
  she's
• 11:30
  going
• 11:30
  to
• 11:31
  look
• 11:31
  at
• 11:31
  your
• 11:31
  TikTok
• 11:31
  if
• 11:31
  you
• 11:32
  have
• 11:32
  it.
• 11:32
  And
• 11:32
  so
• 11:33
  the
• 11:33
  consistency
• 11:34
  of
• 11:34
  being
• 11:34
  seen
• 11:34
  in
• 11:35
  multiple
• 11:35
  places
• 11:35
  multiple
• 11:36
  times
• 11:36
  if
• 11:37
  you're
• 11:37
  doing
• 11:37
  paid
• 11:37
  advertising
• 11:38
  is
• 11:38
  non
• 11:38
  negotiable.
• 11:39
  And
• 11:39
  that
• 11:39
  stays
• 11:39
  the
• 11:40
  same
• 11:40
  in
• 11:40
  2026.
• 11:41
  The
• 11:41
  difference
• 11:42
  in
• 11:42
  2026,
• 11:42
  where
• 11:43
  a
• 11:43
  strategy
• 11:43
  that
• 11:44
  changes,
• 11:44
  is
• 11:44
  actually
• 11:45
  the
• 11:46
  ad
• 11:46
  platform's
• 11:47
  algorithms
• 11:48
  are
• 11:48
  so
• 11:48
  much
• 11:48
  better
• 11:49
  at
• 11:49
  finding
• 11:50
  the
• 11:50
  right
• 11:50
  person
• 11:50
  for
• 11:51
  you.
• 11:52
  What
• 11:52
  I
• 11:52
  mean
• 11:52
  by
• 11:52
  that
• 11:53
  is
• 11:53
  take
• 11:53
  Meta,
• 11:54
  for
• 11:54
  example,
• 11:54
  which
• 11:54
  is
• 11:54
  Facebook.
• 11:55
  And
• 11:55
  Instagram,
• 11:56
  in
• 11:56
  2025,
• 11:58
  announced
• 11:58
  a
• 11:58
  launch
• 11:59
  of
• 11:59
  called
• 11:59
  Meta
• 11:59
  Andromeda,
• 12:00
  which
• 12:00
  is
• 12:00
  a
• 12:00
  new
• 12:01
  algorithm
• 12:02
  or
• 12:02
  way
• 12:02
  of
• 12:02
  showing
• 12:02
  ads
• 12:03
  to
• 12:03
  the
• 12:03
  right
• 12:03
  person
• 12:03
  at
• 12:04
  the
• 12:04
  right
• 12:04
  time.
• 12:05
  It
• 12:05
  got
• 12:05
  so
• 12:05
  much
• 12:05
  better.
• 12:06
  In
• 12:06
  the
• 12:06
  past,
• 12:07
  we
• 12:07
  would
• 12:07
  have,
• 12:07
  like,
• 12:07
  multiple
• 12:08
  campaigns,
• 12:08
  like
• 12:09
  an
• 12:09
  awareness
• 12:09
  campaign
• 12:10
  and
• 12:10
  then
• 12:10
  a
• 12:10
  remarketing
• 12:11
  campaign
• 12:11
  and
• 12:11
  the
• 12:11
  campaign
• 12:12
  in
• 12:12
  the
• 12:12
  middle.
• 12:12
  But
• 12:13
  now
• 12:13
  with
• 12:13
  the
• 12:14
  different
• 12:15
  ways
• 12:15
  that
• 12:16
  Meta
• 12:16
  and
• 12:16
  TikTok
• 12:17
  and
• 12:17
  even
• 12:17
  Google,
• 12:17
  in
• 12:17
  a
• 12:17
  way,
• 12:17
  show
• 12:18
  ads
• 12:18
  to
• 12:18
  people,
• 12:19
  you
• 12:19
  put
• 12:19
  your
• 12:19
  ads
• 12:19
  into
• 12:20
  one
• 12:20
  campaign.
• 12:21
  You
• 12:21
  put
• 12:21
  an
• 12:21
  ad
• 12:21
  for
• 12:22
  someone
• 12:22
  who
• 12:22
  doesn't
• 12:22
  know
• 12:22
  anything
• 12:23
  about
• 12:23
  you
• 12:23
  into
• 12:23
  the
• 12:24
  same
• 12:24
  campaign
• 12:24
  as
• 12:25
  someone
• 12:25
  who
• 12:25
  knows
• 12:26
  a
• 12:26
  lot
• 12:26
  about
• 12:26
  you
• 12:26
  and
• 12:27
  just
• 12:27
  needs
• 12:27
  more
• 12:27
  encouragement
• 12:28
  to,
• 12:28
  like,
• 12:28
  book
• 12:29
  a
• 12:29
  tour
• 12:29
  at
• 12:29
  your
• 12:29
  venue
• 12:30
  or
• 12:30
  book
• 12:30
  a
• 12:30
  appointment
• 12:30
  with
• 12:31
  you
• 12:31
  as
• 12:31
  a
• 12:31
  photographer
• 12:31
  or
• 12:31
  a
• 12:32
  dj.
• 12:32
  So
• 12:33
  you're
• 12:34
  compiling
• 12:34
  your
• 12:35
  ads
• 12:35
  all
• 12:35
  into
• 12:35
  one
• 12:36
  campaign,
• 12:36
  which
• 12:36
  is
• 12:37
  really
• 12:37
  scary
• 12:37
  and
• 12:37
  weird.
• 12:38
  But
• 12:38
  the
• 12:38
  platforms
• 12:39
  are
• 12:39
  so
• 12:39
  much
• 12:39
  better
• 12:39
  at
• 12:40
  finding
• 12:40
  the
• 12:40
  right
• 12:40
  people
• 12:41
  for
• 12:41
  you,
• 12:41
  and
• 12:41
  that's
• 12:42
  huge.
• 12:42
  It's
• 12:42
  actually
• 12:42
  a
• 12:43
  timesaver
• 12:43
  for
• 12:43
  2026
• 12:45
  in
• 12:45
  a
• 12:45
  really
• 12:46
  big
• 12:46
  mind
• 12:46
  shift,
• 12:46
  and
• 12:47
  it
• 12:47
  alleviates
• 12:47
  a
• 12:47
  lot
• 12:48
  of
• 12:48
  work
• 12:48
  that
• 12:48
  people
• 12:48
  are
• 12:49
  scared
• 12:49
  about
• 12:49
  campaigns
• 12:50
  on.
• 12:50
  You
• 12:50
  know
• 12:50
  what's
• 12:51
  interesting
• 12:51
  as
• 12:51
  well,
• 12:51
  from
• 12:52
  a
• 12:52
  consumer
• 12:52
  point
• 12:53
  of
• 12:53
  view,
• 12:53
  I
• 12:54
  think,
• 12:54
  particularly
• 12:54
  on
• 12:54
  social
• 12:55
  media,
• 12:55
  the
• 12:55
  ads.
• 12:56
  Ads
• 12:56
  are
• 12:56
  becoming
• 12:57
  so
• 12:57
  much
• 12:57
  like
• 12:58
  the
• 12:58
  rest
• 12:58
  of
• 12:58
  the
• 12:58
  content.
• 12:59
  They're
• 12:59
  kind
• 12:59
  of
• 12:59
  going
• 13:00
  back
• 13:00
  to
• 13:00
  that
• 13:00
  place
• 13:00
  of
• 13:01
  blending
• 13:01
  in.
• 13:02
  And
• 13:02
  what's
• 13:03
  interesting
• 13:03
  is
• 13:03
  that
• 13:03
  actually,
• 13:04
  if
• 13:04
  they're
• 13:04
  doing
• 13:04
  their
• 13:04
  targeting
• 13:05
  right,
• 13:06
  they
• 13:06
  do
• 13:06
  reach
• 13:07
  you
• 13:07
  where
• 13:07
  you're
• 13:07
  at.
• 13:07
  I
• 13:08
  was
• 13:08
  talking
• 13:08
  about
• 13:08
  this.
• 13:08
  I
• 13:08
  was
• 13:09
  a
• 13:09
  guest
• 13:09
  on
• 13:09
  another
• 13:10
  podcast
• 13:10
  recently,
• 13:10
  and
• 13:11
  I
• 13:11
  was
• 13:11
  talking
• 13:11
  about
• 13:11
  how
• 13:12
  I
• 13:12
  literally
• 13:12
  saw
• 13:13
  an
• 13:13
  advert,
• 13:13
  watched
• 13:14
  the
• 13:14
  video,
• 13:14
  bought
• 13:14
  the
• 13:14
  outfit
• 13:15
  within,
• 13:16
  like,
• 13:16
  three
• 13:16
  minutes.
• 13:17
  It
• 13:18
  was
• 13:18
  ridiculous.
• 13:18
  And
• 13:18
  I
• 13:19
  was
• 13:19
  like,
• 13:19
  wow,
• 13:19
  I
• 13:19
  didn't
• 13:20
  think
• 13:20
  I
• 13:20
  was
• 13:20
  that
• 13:20
  person.
• 13:21
  But
• 13:21
  it's
• 13:21
  because
• 13:21
  the
• 13:21
  ad
• 13:21
  was
• 13:22
  so
• 13:22
  well
• 13:23
  timed
• 13:24
  to
• 13:24
  perfection.
• 13:25
  It
• 13:25
  just
• 13:26
  hit
• 13:26
  me
• 13:26
  square
• 13:27
  between
• 13:27
  the
• 13:27
  eyes.
• 13:27
  I
• 13:28
  was
• 13:28
  like,
• 13:28
  I
• 13:28
  need
• 13:28
  to
• 13:28
  buy
• 13:28
  this
• 13:29
  immediately.
• 13:30
  And
• 13:30
  I
• 13:30
  did.
• 13:30
  And
• 13:30
  then
• 13:31
  I
• 13:31
  thought,
• 13:31
  what
• 13:32
  have
• 13:32
  I
• 13:32
  done?
• 13:34
  I'm
• 13:34
  pleased.
• 13:34
  I'm
• 13:35
  pleased
• 13:35
  with
• 13:35
  the
• 13:35
  result.
• 13:35
  The
• 13:36
  item
• 13:36
  arrived.
• 13:37
  I
• 13:37
  was
• 13:37
  happy
• 13:38
  with
• 13:38
  it,
• 13:38
  you
• 13:39
  know,
• 13:39
  so.
• 13:39
  So
• 13:40
  that's
• 13:40
  of
• 13:40
  worse.
• 13:40
  But
• 13:40
  on
• 13:41
  the
• 13:41
  other
• 13:41
  hand,
• 13:41
  another
• 13:41
  interesting
• 13:42
  story
• 13:42
  is
• 13:43
  I
• 13:44
  was
• 13:44
  talking
• 13:45
  to
• 13:45
  a
• 13:45
  friend
• 13:45
  just
• 13:46
  yesterday
• 13:46
  about
• 13:46
  these
• 13:47
  hair
• 13:47
  curlers,
• 13:48
  all
• 13:48
  right?
• 13:48
  And
• 13:48
  she
• 13:48
  kept
• 13:48
  seeing
• 13:49
  adverts
• 13:49
  for
• 13:49
  these
• 13:49
  hair
• 13:50
  curlers
• 13:50
  all
• 13:50
  over
• 13:50
  TikTok.
• 13:51
  And
• 13:51
  all
• 13:52
  of
• 13:52
  the
• 13:52
  ads,
• 13:52
  you
• 13:52
  know,
• 13:52
  the
• 13:52
  ones
• 13:53
  where
• 13:53
  bas.
• 13:54
  It's
• 13:54
  like
• 13:54
  Customers
• 13:54
  saying
• 13:55
  how
• 13:55
  great
• 13:55
  they
• 13:55
  are.
• 13:56
  And
• 13:57
  she
• 13:57
  said
• 13:57
  to
• 13:57
  me
• 13:58
  I
• 13:58
  didn't
• 13:59
  believe
• 13:59
  the
• 13:59
  real
• 14:00
  customers
• 14:00
  so
• 14:01
  I'm
• 14:01
  only
• 14:01
  going
• 14:01
  to
• 14:02
  buy
• 14:02
  them
• 14:02
  if
• 14:02
  you
• 14:03
  tell
• 14:03
  me
• 14:03
  they
• 14:03
  were
• 14:03
  good.
• 14:04
  I
• 14:04
  thought
• 14:04
  that
• 14:04
  was
• 14:05
  a
• 14:05
  really
• 14:05
  interesting
• 14:06
  insight.
• 14:06
  So
• 14:06
  the
• 14:06
  advert
• 14:07
  had
• 14:07
  worked,
• 14:07
  but
• 14:07
  she
• 14:08
  still
• 14:08
  wanted
• 14:08
  the
• 14:08
  personal
• 14:09
  like
• 14:09
  trust
• 14:10
  factor
• 14:10
  before
• 14:11
  she
• 14:11
  purchased.
• 14:12
  You
• 14:12
  bring
• 14:12
  up
• 14:12
  a
• 14:12
  really
• 14:12
  good
• 14:13
  point
• 14:13
  here
• 14:13
  too
• 14:13
  because
• 14:14
  what
• 14:14
  you
• 14:14
  experience
• 14:15
  is
• 14:15
  actually
• 14:16
  more
• 14:16
  e
• 14:16
  commerce
• 14:17
  related
• 14:17
  to
• 14:17
  a
• 14:17
  product.
• 14:18
  And
• 14:18
  I
• 14:19
  actually
• 14:19
  bought
• 14:19
  my
• 14:19
  favorite
• 14:20
  vacuum
• 14:20
  cleaner
• 14:20
  off
• 14:20
  TikTok.
• 14:21
  It's
• 14:21
  like
• 14:21
  a
• 14:21
  little
• 14:21
  wand
• 14:22
  vacuum
• 14:22
  that
• 14:22
  I
• 14:22
  use
• 14:22
  every
• 14:23
  single
• 14:23
  day
• 14:23
  in
• 14:23
  my
• 14:23
  house
• 14:24
  and
• 14:24
  I
• 14:24
  like,
• 14:24
  I
• 14:25
  can't
• 14:25
  believe
• 14:25
  I
• 14:25
  bought
• 14:25
  it
• 14:25
  off
• 14:26
  TikTok.
• 14:26
  And
• 14:26
  I
• 14:26
  was
• 14:26
  that
• 14:26
  lady
• 14:27
  too,
• 14:27
  you
• 14:27
  know.
• 14:28
  But
• 14:29
  there
• 14:29
  is
• 14:29
  a
• 14:29
  really
• 14:30
  important
• 14:31
  expectation
• 14:31
  that
• 14:32
  I
• 14:32
  want
• 14:32
  to
• 14:32
  set
• 14:32
  for
• 14:32
  businesses
• 14:33
  in
• 14:33
  the
• 14:33
  wedding
• 14:33
  industry
• 14:33
  when
• 14:34
  it
• 14:34
  comes
• 14:34
  to
• 14:34
  advertising
• 14:34
  because
• 14:35
  there's
• 14:35
  probably
• 14:35
  a
• 14:35
  lot
• 14:35
  of
• 14:35
  people
• 14:36
  like
• 14:36
  us
• 14:36
  that
• 14:36
  maybe
• 14:36
  have
• 14:37
  bought
• 14:37
  $50
• 14:38
  product,
• 14:38
  $100
• 14:39
  product,
• 14:39
  probably
• 14:40
  not
• 14:40
  more
• 14:40
  than
• 14:40
  $100.
• 14:41
  It's
• 14:41
  sort
• 14:41
  of
• 14:41
  people's
• 14:41
  like
• 14:42
  threshold
• 14:42
  of
• 14:42
  like,
• 14:42
  I'm
• 14:43
  willing
• 14:43
  to
• 14:43
  part
• 14:43
  with
• 14:43
  this
• 14:44
  money
• 14:44
  if
• 14:44
  this
• 14:44
  sucks.
• 14:46
  But
• 14:46
  with,
• 14:46
  with
• 14:47
  the
• 14:47
  wedding
• 14:47
  industry
• 14:47
  and
• 14:48
  our
• 14:48
  service
• 14:48
  based
• 14:48
  businesses
• 14:49
  and
• 14:49
  the
• 14:50
  personal
• 14:50
  experience
• 14:50
  that
• 14:51
  it
• 14:51
  takes
• 14:51
  in
• 14:51
  order
• 14:51
  for
• 14:52
  someone
• 14:52
  who
• 14:52
  discovers
• 14:53
  you
• 14:53
  first
• 14:53
  from
• 14:53
  an
• 14:53
  ad
• 14:54
  to
• 14:54
  actually
• 14:54
  booking
• 14:55
  you
• 14:55
  and
• 14:55
  paying
• 14:55
  you
• 14:55
  money
• 14:56
  is
• 14:56
  quite
• 14:56
  long
• 14:57
  and
• 14:57
  obviously
• 14:58
  it's
• 14:58
  a
• 14:58
  lot
• 14:58
  more
• 14:58
  money
• 14:59
  than
• 14:59
  an
• 14:59
  $80
• 15:00
  vacuum
• 15:00
  cleaner
• 15:01
  or
• 15:01
  hair
• 15:01
  rollers.
• 15:02
  Right.
• 15:02
  So
• 15:02
  I
• 15:03
  want
• 15:03
  to
• 15:03
  make
• 15:03
  sure
• 15:03
  that
• 15:04
  as
• 15:04
  we
• 15:04
  talk
• 15:04
  about
• 15:05
  this,
• 15:05
  that
• 15:05
  ads
• 15:05
  are
• 15:06
  incredibly
• 15:06
  powerful
• 15:06
  and
• 15:07
  can
• 15:07
  be
• 15:07
  personalized.
• 15:08
  But
• 15:08
  businesses
• 15:09
  in
• 15:09
  the
• 15:09
  wedding
• 15:09
  industry
• 15:10
  should
• 15:10
  have
• 15:10
  the
• 15:10
  right
• 15:10
  expectation
• 15:11
  of
• 15:11
  thinking
• 15:12
  like,
• 15:12
  okay,
• 15:12
  what
• 15:12
  is
• 15:12
  the
• 15:13
  reasonable
• 15:13
  next
• 15:13
  step
• 15:14
  that
• 15:14
  someone
• 15:14
  who
• 15:14
  sees
• 15:15
  me
• 15:15
  in
• 15:15
  an
• 15:15
  ad
• 15:15
  and
• 15:16
  doesn't
• 15:16
  know
• 15:16
  anything
• 15:16
  about
• 15:16
  me
• 15:17
  is
• 15:17
  going
• 15:17
  to
• 15:17
  take?
• 15:18
  Don't
• 15:18
  ask
• 15:18
  them
• 15:18
  for
• 15:19
  too
• 15:19
  much,
• 15:19
  don't
• 15:20
  ask
• 15:20
  them
• 15:20
  to
• 15:20
  write
• 15:20
  you
• 15:20
  a
• 15:20
  check,
• 15:21
  don't
• 15:21
  even
• 15:21
  really
• 15:21
  ask
• 15:22
  them
• 15:22
  to
• 15:22
  necessarily
• 15:23
  book
• 15:23
  a
• 15:23
  tour
• 15:24
  or
• 15:24
  a
• 15:24
  meeting
• 15:24
  with
• 15:24
  you.
• 15:25
  Ask
• 15:25
  them
• 15:26
  to
• 15:26
  come
• 15:26
  to
• 15:26
  your
• 15:26
  website
• 15:26
  and
• 15:27
  maybe
• 15:28
  download
• 15:29
  something
• 15:29
  or
• 15:29
  like
• 15:29
  something
• 15:30
  easier,
• 15:30
  you
• 15:30
  know
• 15:31
  what
• 15:31
  I
• 15:31
  mean?
• 15:31
  Like
• 15:31
  we
• 15:31
  don't
• 15:31
  want
• 15:32
  to
• 15:32
  ask
• 15:32
  too
• 15:32
  much
• 15:32
  because
• 15:32
  it's
• 15:33
  too
• 15:33
  much
• 15:33
  too
• 15:33
  soon.
• 15:34
  Yeah,
• 15:34
  that's
• 15:35
  so
• 15:35
  true.
• 15:36
  And
• 15:36
  what's
• 15:36
  interesting
• 15:37
  about
• 15:37
  that
• 15:37
  insight
• 15:38
  is
• 15:38
  actually
• 15:38
  I
• 15:38
  think
• 15:39
  that's
• 15:40
  going
• 15:40
  to
• 15:40
  call
• 15:40
  a
• 15:40
  few
• 15:40
  people
• 15:41
  out
• 15:41
  who
• 15:41
  are
• 15:41
  listening
• 15:41
  because
• 15:42
  I
• 15:42
  think
• 15:42
  when
• 15:42
  we
• 15:42
  engage
• 15:43
  with
• 15:43
  these
• 15:43
  ads,
• 15:44
  we
• 15:44
  do
• 15:44
  expect
• 15:45
  when
• 15:46
  we
• 15:46
  advertise
• 15:46
  something
• 15:47
  that
• 15:47
  people
• 15:47
  are
• 15:47
  going
• 15:47
  to
• 15:47
  respond
• 15:48
  the
• 15:48
  same
• 15:48
  whilst
• 15:49
  forgetting
• 15:49
  we're
• 15:49
  selling
• 15:50
  a
• 15:50
  much
• 15:50
  bigger
• 15:51
  purchase,
• 15:51
  a
• 15:51
  once
• 15:52
  in
• 15:52
  a
• 15:52
  lifetime
• 15:53
  situation.
• 15:54
  And
• 15:54
  yeah,
• 15:54
  I
• 15:55
  feel
• 15:55
  like
• 15:55
  people
• 15:56
  judge
• 15:56
  themselves
• 15:57
  against
• 15:58
  the
• 15:58
  E
• 15:58
  commerce
• 15:59
  ads
• 15:59
  that
• 15:59
  they
• 15:59
  are
• 15:59
  engaging
• 16:00
  with
• 16:00
  themselves.
• 16:00
  And
• 16:00
  so
• 16:01
  then
• 16:01
  when
• 16:01
  they
• 16:01
  don't
• 16:01
  get
• 16:01
  immediate
• 16:02
  sales
• 16:02
  and
• 16:02
  immediate
• 16:03
  results.
• 16:03
  They're
• 16:03
  like,
• 16:03
  this
• 16:04
  didn't
• 16:04
  work,
• 16:04
  I
• 16:04
  don't
• 16:05
  know
• 16:05
  what
• 16:05
  I'm
• 16:05
  doing.
• 16:06
  And
• 16:06
  then
• 16:06
  they
• 16:06
  switch
• 16:07
  off.
• 16:08
  So
• 16:08
  let's
• 16:08
  talk
• 16:09
  about
• 16:09
  a
• 16:09
  wedding
• 16:09
  industry
• 16:10
  advertising
• 16:11
  client
• 16:11
  maybe
• 16:12
  you've
• 16:12
  got
• 16:12
  that
• 16:12
  has
• 16:12
  some
• 16:13
  of
• 16:13
  these
• 16:13
  adverts
• 16:14
  that
• 16:14
  are
• 16:14
  running
• 16:14
  particularly
• 16:15
  on
• 16:15
  social
• 16:15
  media
• 16:16
  and
• 16:17
  are
• 16:17
  getting
• 16:17
  results
• 16:18
  for
• 16:18
  them.
• 16:19
  What
• 16:19
  ask
• 16:19
  are
• 16:19
  they
• 16:20
  asking
• 16:20
  for
• 16:20
  in
• 16:20
  2026?
• 16:21
  Yeah,
• 16:22
  a
• 16:22
  lot
• 16:22
  of
• 16:22
  times
• 16:23
  we
• 16:23
  are
• 16:23
  sending
• 16:24
  them
• 16:24
  to
• 16:24
  a
• 16:24
  website
• 16:25
  or
• 16:25
  a
• 16:25
  landing
• 16:25
  page
• 16:26
  that
• 16:26
  gives
• 16:26
  the
• 16:26
  couple
• 16:27
  or
• 16:27
  the
• 16:27
  person
• 16:28
  multiple
• 16:28
  options
• 16:28
  and
• 16:29
  different
• 16:29
  ways
• 16:29
  to
• 16:29
  convert.
• 16:30
  And
• 16:30
  what
• 16:30
  I
• 16:30
  mean
• 16:30
  by
• 16:30
  that
• 16:30
  is
• 16:31
  this
• 16:31
  is
• 16:31
  maybe
• 16:32
  that
• 16:32
  page
• 16:32
  has
• 16:32
  a
• 16:32
  form
• 16:33
  on
• 16:33
  it
• 16:33
  where
• 16:33
  you're
• 16:33
  asking
• 16:33
  them,
• 16:34
  what's
• 16:34
  your
• 16:34
  name?
• 16:34
  What's
• 16:35
  your
• 16:35
  wedding
• 16:35
  date?
• 16:35
  What's
• 16:35
  your
• 16:35
  preferred
• 16:36
  method
• 16:36
  of
• 16:36
  contact?
• 16:36
  I'll
• 16:37
  reach
• 16:37
  out
• 16:37
  to
• 16:37
  you.
• 16:37
  That's
• 16:38
  great
• 16:38
  because
• 16:38
  some
• 16:38
  people
• 16:39
  may
• 16:39
  fill
• 16:39
  out
• 16:39
  that
• 16:39
  form.
• 16:40
  But
• 16:41
  also
• 16:41
  on
• 16:41
  that
• 16:41
  page,
• 16:42
  maybe
• 16:42
  you
• 16:42
  have
• 16:42
  like
• 16:42
  a
• 16:43
  click
• 16:43
  to
• 16:43
  text
• 16:43
  button
• 16:44
  or
• 16:44
  a
• 16:44
  chat
• 16:44
  functionality
• 16:45
  where
• 16:45
  people
• 16:45
  can
• 16:46
  just
• 16:46
  ask
• 16:46
  a
• 16:46
  simple
• 16:46
  question
• 16:46
  like,
• 16:47
  do
• 16:47
  you
• 16:47
  have
• 16:47
  my
• 16:47
  wedding
• 16:48
  date
• 16:48
  available?
• 16:49
  Do
• 16:49
  you
• 16:49
  have
• 16:49
  this
• 16:49
  dress
• 16:50
  in
• 16:50
  this
• 16:50
  size?
• 16:52
  And
• 16:52
  then
• 16:52
  maybe
• 16:53
  there's
• 16:53
  another
• 16:54
  call
• 16:54
  to
• 16:55
  action
• 16:55
  on
• 16:55
  that
• 16:55
  page
• 16:56
  that's
• 16:56
  like,
• 16:56
  hey,
• 16:57
  DM
• 16:57
  us
• 16:58
  through
• 16:58
  Instagram
• 16:58
  or
• 16:58
  go
• 16:58
  to
• 16:58
  our
• 16:59
  Instagram
• 16:59
  and
• 16:59
  find
• 16:59
  us
• 16:59
  there.
• 17:00
  The
• 17:00
  point
• 17:00
  is,
• 17:01
  is
• 17:01
  that
• 17:02
  the
• 17:02
  job
• 17:03
  of
• 17:03
  the
• 17:03
  ad
• 17:03
  is
• 17:04
  to
• 17:04
  get
• 17:04
  them
• 17:04
  to
• 17:04
  know
• 17:05
  you
• 17:05
  and
• 17:05
  to
• 17:05
  like
• 17:05
  you.
• 17:06
  And
• 17:06
  then
• 17:06
  you
• 17:07
  get
• 17:07
  them
• 17:07
  to
• 17:07
  your
• 17:07
  website
• 17:08
  or
• 17:08
  your
• 17:08
  landing
• 17:08
  page
• 17:09
  and
• 17:09
  give
• 17:09
  them
• 17:09
  options
• 17:10
  to
• 17:10
  take
• 17:10
  a
• 17:10
  journey
• 17:11
  that's
• 17:11
  comfortable
• 17:11
  for
• 17:12
  them.
• 17:12
  Because
• 17:12
  not
• 17:13
  every
• 17:13
  journey
• 17:13
  is
• 17:13
  going
• 17:13
  to
• 17:13
  be
• 17:13
  perfectly
• 17:14
  linear
• 17:14
  for
• 17:14
  every
• 17:14
  single
• 17:15
  bride
• 17:15
  and
• 17:15
  be
• 17:15
  the
• 17:15
  same.
• 17:16
  Not
• 17:16
  every
• 17:16
  bride
• 17:17
  wants
• 17:17
  to
• 17:17
  fill
• 17:17
  out
• 17:17
  a
• 17:18
  form.
• 17:18
  Maybe
• 17:18
  she
• 17:18
  just
• 17:18
  wants
• 17:18
  to
• 17:19
  text
• 17:19
  you.
• 17:19
  So
• 17:19
  I
• 17:20
  think
• 17:20
  that
• 17:20
  the,
• 17:21
  you
• 17:21
  know,
• 17:21
  I
• 17:21
  guess
• 17:22
  the
• 17:22
  thing
• 17:22
  I
• 17:22
  want
• 17:22
  to
• 17:22
  communicate
• 17:23
  is
• 17:23
  like
• 17:23
  giving
• 17:23
  people
• 17:24
  multiple
• 17:24
  ways
• 17:24
  to
• 17:24
  communicate
• 17:25
  and
• 17:25
  multiple
• 17:26
  different
• 17:26
  steps
• 17:27
  to
• 17:27
  take
• 17:27
  based
• 17:27
  on
• 17:27
  their
• 17:27
  comfort
• 17:28
  level.
• 17:28
  And
• 17:29
  if
• 17:29
  I
• 17:29
  was
• 17:29
  to
• 17:29
  go
• 17:29
  on
• 17:30
  that
• 17:30
  page,
• 17:30
  that
• 17:30
  landing
• 17:31
  page,
• 17:31
  is
• 17:31
  it
• 17:31
  like
• 17:31
  a
• 17:32
  traditional
• 17:32
  link
• 17:33
  tree?
• 17:33
  You
• 17:33
  know,
• 17:33
  when
• 17:34
  people
• 17:34
  have
• 17:34
  their
• 17:34
  link
• 17:34
  in
• 17:34
  bio
• 17:35
  and
• 17:35
  it's
• 17:35
  just
• 17:35
  a
• 17:35
  list
• 17:35
  of
• 17:36
  buttons?
• 17:36
  Or
• 17:36
  is
• 17:36
  it
• 17:37
  more
• 17:37
  of
• 17:37
  a
• 17:37
  sales
• 17:37
  page,
• 17:38
  a
• 17:38
  pretty
• 17:38
  page,
• 17:39
  what
• 17:39
  does
• 17:39
  that
• 17:39
  actually
• 17:39
  look
• 17:40
  like?
• 17:40
  In
• 17:40
  practice,
• 17:41
  that
• 17:41
  page
• 17:41
  has
• 17:41
  some
• 17:41
  very
• 17:42
  specific
• 17:42
  characteristics
• 17:43
  that
• 17:43
  help
• 17:43
  that
• 17:44
  bride
• 17:44
  or
• 17:44
  that
• 17:44
  couple
• 17:45
  to
• 17:45
  know
• 17:45
  exactly
• 17:45
  who
• 17:46
  you
• 17:46
  are.
• 17:46
  So
• 17:46
  it
• 17:46
  has
• 17:48
  a
• 17:48
  headline
• 17:49
  that
• 17:49
  tells
• 17:50
  who
• 17:50
  you
• 17:50
  are
• 17:50
  and
• 17:50
  what
• 17:50
  you
• 17:50
  do,
• 17:51
  what
• 17:51
  makes
• 17:51
  you
• 17:51
  different.
• 17:52
  That
• 17:53
  page
• 17:53
  also
• 17:53
  has
• 17:54
  some
• 17:54
  testimonials,
• 17:55
  some
• 17:55
  real
• 17:55
  testimonials,
• 17:56
  like
• 17:56
  maybe
• 17:56
  it's
• 17:56
  your
• 17:57
  Google
• 17:57
  business
• 17:58
  testimonial
• 17:58
  or
• 17:58
  testimonials
• 17:59
  from
• 17:59
  other
• 17:59
  places
• 18:00
  where
• 18:00
  you
• 18:00
  copy
• 18:00
  and
• 18:01
  paste
• 18:01
  it
• 18:01
  and
• 18:01
  you
• 18:01
  put
• 18:01
  the
• 18:01
  Google
• 18:02
  logo
• 18:02
  under
• 18:02
  that
• 18:02
  testimonial
• 18:03
  so
• 18:03
  that
• 18:03
  they
• 18:04
  know
• 18:04
  there's
• 18:05
  Some
• 18:05
  social
• 18:05
  proof
• 18:06
  on
• 18:06
  you.
• 18:06
  And
• 18:06
  there's
• 18:06
  some
• 18:07
  social
• 18:07
  proof
• 18:07
  on
• 18:07
  that
• 18:07
  testimonial
• 18:08
  to
• 18:09
  build
• 18:09
  trust.
• 18:11
  The
• 18:12
  page
• 18:12
  speaks
• 18:12
  to
• 18:13
  the
• 18:13
  benefit
• 18:14
  of
• 18:14
  what
• 18:14
  you
• 18:14
  can
• 18:14
  do
• 18:15
  for
• 18:15
  them,
• 18:15
  not
• 18:16
  necessarily
• 18:16
  the
• 18:16
  features.
• 18:17
  We
• 18:17
  could
• 18:17
  have
• 18:17
  a
• 18:17
  whole
• 18:18
  hour
• 18:18
  long
• 18:18
  conversation
• 18:18
  about
• 18:19
  features
• 18:19
  versus
• 18:19
  benefits.
• 18:20
  But
• 18:20
  features
• 18:21
  are
• 18:21
  like
• 18:21
  the
• 18:22
  vacuum
• 18:22
  cleaner
• 18:23
  sucks
• 18:24
  up
• 18:24
  cat
• 18:24
  litter,
• 18:26
  but
• 18:26
  the
• 18:26
  benefit
• 18:27
  of
• 18:27
  the
• 18:27
  vacuum
• 18:27
  cleaner
• 18:27
  is
• 18:28
  it
• 18:28
  makes
• 18:28
  your
• 18:28
  house
• 18:28
  clean
• 18:28
  if
• 18:29
  you
• 18:29
  have
• 18:29
  a
• 18:29
  cat.
• 18:30
  So
• 18:30
  anyway,
• 18:30
  that's
• 18:31
  not
• 18:31
  a
• 18:31
  perfect
• 18:31
  example,
• 18:32
  but
• 18:32
  I
• 18:32
  think
• 18:32
  folks
• 18:32
  might
• 18:32
  get
• 18:32
  the
• 18:32
  idea.
• 18:33
  Don't
• 18:33
  list
• 18:33
  the
• 18:34
  features
• 18:34
  of
• 18:34
  your
• 18:34
  service.
• 18:35
  List
• 18:35
  or
• 18:36
  share
• 18:36
  with
• 18:36
  people
• 18:37
  on
• 18:38
  that
• 18:38
  page
• 18:39
  how
• 18:39
  they
• 18:39
  will
• 18:39
  feel
• 18:40
  when
• 18:40
  they
• 18:40
  work
• 18:40
  with
• 18:40
  you.
• 18:41
  So
• 18:41
  social
• 18:42
  proof
• 18:42
  how
• 18:42
  they
• 18:42
  feel
• 18:43
  when
• 18:43
  they
• 18:43
  work
• 18:43
  with
• 18:43
  you.
• 18:46
  Make
• 18:46
  sure
• 18:46
  it
• 18:46
  has
• 18:46
  a
• 18:46
  really
• 18:46
  strong
• 18:47
  headline
• 18:47
  of
• 18:47
  what
• 18:47
  makes
• 18:48
  you
• 18:48
  unique.
• 18:48
  Another
• 18:49
  really,
• 18:49
  really
• 18:50
  important
• 18:50
  thing
• 18:50
  that
• 18:50
  became
• 18:51
  more
• 18:51
  important
• 18:51
  in
• 18:51
  2025
• 18:52
  was
• 18:52
  some
• 18:53
  sort
• 18:53
  of
• 18:53
  concept
• 18:53
  of
• 18:53
  pricing
• 18:54
  that
• 18:55
  you
• 18:55
  know,
• 18:56
  at
• 18:56
  least
• 18:56
  here
• 18:56
  in
• 18:56
  the
• 18:56
  states
• 18:57
  and
• 18:57
  like
• 18:57
  it's
• 18:58
  really
• 18:58
  important
• 18:58
  that
• 18:58
  people
• 18:59
  know
• 18:59
  a
• 18:59
  range
• 18:59
  of
• 18:59
  pricing.
• 19:00
  You
• 19:00
  don't
• 19:00
  have
• 19:00
  to
• 19:00
  put
• 19:00
  your
• 19:00
  whole
• 19:01
  pricing
• 19:01
  guide
• 19:01
  on
• 19:01
  there,
• 19:02
  but
• 19:02
  people
• 19:02
  got
• 19:03
  to
• 19:03
  know
• 19:03
  like,
• 19:04
  is
• 19:04
  this
• 19:04
  within
• 19:05
  something
• 19:05
  that
• 19:05
  I
• 19:06
  can
• 19:06
  afford?
• 19:07
  So
• 19:07
  those
• 19:08
  things
• 19:08
  are
• 19:09
  like,
• 19:10
  if
• 19:10
  those
• 19:10
  are
• 19:10
  on
• 19:10
  the
• 19:11
  page,
• 19:11
  you're
• 19:11
  giving
• 19:12
  folks
• 19:12
  a
• 19:12
  lot
• 19:12
  of
• 19:13
  really
• 19:13
  great
• 19:13
  trust
• 19:13
  information
• 19:14
  to
• 19:14
  decide
• 19:14
  if
• 19:14
  they
• 19:15
  want
• 19:15
  to
• 19:15
  click
• 19:15
  to
• 19:15
  text
• 19:16
  you,
• 19:16
  fill
• 19:16
  out
• 19:16
  your
• 19:16
  form,
• 19:17
  whatever
• 19:17
  that
• 19:17
  call
• 19:17
  to
• 19:17
  action
• 19:18
  is.
• 19:18
  Okay,
• 19:18
  so
• 19:18
  it's
• 19:19
  basically
• 19:19
  a
• 19:20
  curated
• 19:20
  page
• 19:21
  which
• 19:21
  is
• 19:21
  specifically
• 19:22
  designed
• 19:23
  with
• 19:23
  these
• 19:23
  cold
• 19:24
  customers
• 19:25
  or
• 19:25
  slightly
• 19:25
  warm
• 19:26
  customers,
• 19:26
  depending
• 19:26
  on
• 19:26
  whether
• 19:26
  we're
• 19:27
  retargeting
• 19:28
  in
• 19:28
  mind,
• 19:29
  so
• 19:29
  that
• 19:29
  when
• 19:29
  they
• 19:29
  land
• 19:30
  on
• 19:30
  that
• 19:30
  page,
• 19:30
  it's
• 19:31
  with
• 19:31
  them
• 19:31
  in
• 19:31
  mind.
• 19:32
  Is
• 19:32
  that
• 19:32
  page
• 19:32
  the
• 19:33
  same
• 19:33
  for
• 19:33
  a
• 19:33
  Google
• 19:33
  Ad
• 19:34
  or
• 19:34
  is
• 19:34
  that
• 19:34
  just
• 19:34
  social
• 19:34
  media
• 19:35
  ads?
• 19:35
  No,
• 19:35
  it's
• 19:35
  the
• 19:36
  same
• 19:36
  for
• 19:36
  Google
• 19:36
  Meta,
• 19:37
  TikTok.
• 19:38
  And
• 19:38
  also
• 19:39
  if
• 19:39
  your
• 19:39
  homepage
• 19:40
  doesn't
• 19:40
  have
• 19:40
  those
• 19:40
  same
• 19:40
  things,
• 19:41
  I
• 19:41
  strongly
• 19:41
  recommend
• 19:42
  that
• 19:42
  you
• 19:42
  go
• 19:42
  and
• 19:42
  make
• 19:42
  your
• 19:43
  homepage
• 19:43
  like
• 19:43
  that.
• 19:44
  Because
• 19:44
  even
• 19:44
  if
• 19:44
  you're
• 19:45
  not
• 19:45
  paying
• 19:45
  for
• 19:45
  advertising,
• 19:46
  if
• 19:46
  someone
• 19:46
  doesn't
• 19:46
  know
• 19:47
  you
• 19:47
  and
• 19:47
  they
• 19:47
  just
• 19:47
  get
• 19:47
  to
• 19:47
  your
• 19:48
  homepage.
• 19:48
  Right.
• 19:49
  You
• 19:49
  want
• 19:49
  those
• 19:50
  things
• 19:50
  to
• 19:50
  be
• 19:50
  on
• 19:50
  your
• 19:50
  homepage
• 19:51
  to
• 19:51
  get
• 19:51
  them
• 19:51
  excited
• 19:51
  to
• 19:52
  talk
• 19:52
  more
• 19:52
  to
• 19:52
  you.
• 19:52
  Yeah.
• 19:53
  And
• 19:53
  at
• 19:53
  least
• 19:53
  at
• 19:53
  the
• 19:53
  top
• 19:54
  part
• 19:54
  of
• 19:54
  your
• 19:54
  homepage
• 19:54
  because
• 19:55
  people
• 19:55
  say
• 19:55
  to
• 19:55
  me,
• 19:55
  that's
• 19:56
  on
• 19:56
  my
• 19:56
  homepage,
• 19:57
  Becca.
• 19:57
  And
• 19:57
  then
• 19:57
  I'm
• 19:57
  like
• 19:58
  scrolling
• 19:58
  for
• 19:59
  a
• 19:59
  mile
• 19:59
  before
• 20:00
  I
• 20:00
  ever
• 20:00
  get
• 20:00
  to
• 20:00
  it.
• 20:01
  We
• 20:01
  don't
• 20:01
  want
• 20:01
  to
• 20:01
  scroll
• 20:02
  that
• 20:02
  far.
• 20:02
  It
• 20:02
  needs
• 20:02
  to
• 20:02
  be
• 20:03
  at
• 20:03
  the
• 20:03
  top
• 20:03
  part,
• 20:04
  otherwise
• 20:04
  they're
• 20:04
  clicking
• 20:05
  off
• 20:05
  straight
• 20:06
  away.
• 20:06
  Okay,
• 20:07
  what
• 20:07
  about
• 20:08
  the
• 20:08
  sectors
• 20:09
  that
• 20:09
  you
• 20:09
  think
• 20:09
  paid
• 20:09
  ads
• 20:10
  are
• 20:10
  working
• 20:10
  for
• 20:11
  right
• 20:11
  now?
• 20:11
  Again,
• 20:12
  I
• 20:12
  don't
• 20:12
  know
• 20:12
  how
• 20:13
  big
• 20:13
  the
• 20:13
  cross
• 20:13
  section
• 20:14
  of
• 20:14
  clients
• 20:14
  you
• 20:14
  have
• 20:15
  is
• 20:15
  in
• 20:16
  the
• 20:16
  industry.
• 20:16
  You
• 20:16
  may
• 20:16
  be
• 20:17
  skewed
• 20:17
  more
• 20:18
  towards
• 20:18
  a
• 20:18
  certain
• 20:19
  supplier
• 20:19
  type.
• 20:19
  But
• 20:20
  from
• 20:20
  your
• 20:20
  perspective,
• 20:21
  are
• 20:21
  there
• 20:21
  particularly
• 20:22
  the
• 20:23
  types
• 20:23
  of
• 20:23
  wedding
• 20:24
  businesses
• 20:24
  that
• 20:24
  paid
• 20:25
  ads
• 20:25
  are
• 20:25
  working
• 20:25
  particularly
• 20:26
  well
• 20:26
  for
• 20:26
  right
• 20:26
  now?
• 20:27
  No
• 20:27
  brainers
• 20:28
  are
• 20:28
  venues
• 20:28
  and
• 20:29
  bridal
• 20:29
  because
• 20:30
  those
• 20:30
  are
• 20:30
  typically
• 20:30
  like
• 20:31
  at
• 20:31
  the
• 20:31
  very
• 20:31
  start
• 20:31
  of
• 20:31
  the
• 20:32
  bride's
• 20:32
  journey
• 20:32
  and
• 20:32
  she
• 20:32
  hasn't
• 20:33
  quite
• 20:33
  figured
• 20:33
  out
• 20:33
  her
• 20:33
  way
• 20:34
  yet
• 20:34
  or
• 20:34
  the
• 20:34
  couple's
• 20:34
  journey.
• 20:35
  So
• 20:35
  venues
• 20:36
  are
• 20:36
  obvious
• 20:36
  because
• 20:36
  there's
• 20:37
  so
• 20:37
  many
• 20:37
  venue
• 20:37
  options
• 20:38
  and
• 20:38
  it's
• 20:38
  really
• 20:38
  confusing.
• 20:39
  So
• 20:39
  people
• 20:39
  do
• 20:39
  a
• 20:39
  lot
• 20:40
  of
• 20:40
  searching
• 20:40
  on
• 20:40
  Google
• 20:40
  for
• 20:41
  venues
• 20:41
  and
• 20:41
  venues
• 20:42
  are
• 20:42
  very
• 20:42
  visual
• 20:43
  as
• 20:43
  well
• 20:43
  as
• 20:44
  wedding
• 20:44
  dresses.
• 20:44
  So
• 20:45
  bridal
• 20:45
  is
• 20:45
  incredibly
• 20:46
  powerful
• 20:46
  with
• 20:46
  paid
• 20:46
  ads
• 20:47
  because
• 20:47
  it's
• 20:47
  such
• 20:47
  a
• 20:48
  visual
• 20:48
  product
• 20:49
  in
• 20:49
  a
• 20:49
  way.
• 20:50
  Both
• 20:50
  of
• 20:50
  those
• 20:50
  businesses
• 20:51
  are
• 20:51
  products
• 20:51
  because
• 20:52
  people
• 20:52
  are
• 20:52
  like
• 20:52
  they're
• 20:53
  paying
• 20:53
  for
• 20:53
  the
• 20:53
  venue
• 20:54
  or
• 20:54
  they're
• 20:54
  paying
• 20:54
  for
• 20:54
  the
• 20:55
  dress,
• 20:55
  even
• 20:55
  though
• 20:55
  there's
• 20:56
  a
• 20:56
  service
• 20:56
  component
• 20:57
  that
• 20:57
  comes
• 20:58
  before
• 20:59
  acquiring
• 20:59
  that
• 20:59
  product.
• 21:01
  With
• 21:02
  other
• 21:02
  businesses
• 21:03
  like
• 21:03
  photographers,
• 21:04
  DJs,
• 21:04
  florists
• 21:05
  and
• 21:05
  things
• 21:05
  like
• 21:05
  that,
• 21:05
  paid
• 21:06
  ads
• 21:06
  do
• 21:06
  work
• 21:07
  really
• 21:07
  well,
• 21:07
  but
• 21:08
  they're
• 21:08
  a
• 21:08
  little
• 21:08
  bit
• 21:08
  trickier
• 21:09
  because
• 21:09
  it's
• 21:10
  so
• 21:10
  much
• 21:10
  more
• 21:10
  human
• 21:11
  if
• 21:11
  you
• 21:11
  think
• 21:12
  about
• 21:12
  a
• 21:12
  DJ
• 21:13
  or
• 21:13
  a
• 21:13
  photographer
• 21:14
  and
• 21:14
  the
• 21:14
  fact
• 21:15
  that
• 21:15
  that
• 21:16
  couple
• 21:16
  is
• 21:16
  going
• 21:16
  to
• 21:16
  invite
• 21:17
  you
• 21:17
  to
• 21:17
  the
• 21:17
  most
• 21:17
  important
• 21:18
  day
• 21:18
  of
• 21:18
  your
• 21:18
  life.
• 21:20
  It's
• 21:20
  such
• 21:21
  a
• 21:21
  personal
• 21:21
  decision
• 21:21
  about
• 21:22
  who
• 21:22
  you
• 21:22
  are,
• 21:22
  what
• 21:22
  your
• 21:22
  voice
• 21:23
  sounds
• 21:23
  like,
• 21:23
  what
• 21:23
  you
• 21:23
  look
• 21:23
  like,
• 21:24
  what
• 21:24
  you
• 21:24
  value
• 21:24
  as
• 21:24
  a
• 21:25
  human.
• 21:25
  Right.
• 21:25
  Whereas
• 21:26
  like
• 21:26
  venues
• 21:26
  and
• 21:26
  bridal,
• 21:27
  it's
• 21:27
  like,
• 21:27
  oh,
• 21:27
  I
• 21:27
  want
• 21:27
  that
• 21:27
  product
• 21:28
  and
• 21:28
  that
• 21:28
  doesn't
• 21:28
  matter
• 21:29
  so
• 21:29
  much
• 21:29
  to
• 21:29
  people
• 21:29
  behind
• 21:30
  it.
• 21:30
  So
• 21:30
  for
• 21:30
  paid
• 21:31
  ads
• 21:31
  for
• 21:33
  wedding
• 21:33
  pros
• 21:34
  who
• 21:34
  are
• 21:34
  providing
• 21:34
  a
• 21:35
  service,
• 21:35
  it's
• 21:35
  really,
• 21:36
  really
• 21:36
  important
• 21:36
  that
• 21:36
  your
• 21:37
  paid
• 21:37
  advertising
• 21:37
  campaigns
• 21:38
  just
• 21:38
  really
• 21:38
  show
• 21:39
  who
• 21:39
  you
• 21:39
  are.
• 21:39
  It's
• 21:40
  more
• 21:40
  important
• 21:40
  that
• 21:40
  you
• 21:41
  have
• 21:41
  short
• 21:41
  form
• 21:41
  video,
• 21:41
  your
• 21:42
  face
• 21:42
  to
• 21:42
  camera
• 21:42
  so
• 21:43
  they
• 21:43
  can
• 21:43
  hear
• 21:43
  your
• 21:43
  voice
• 21:43
  and
• 21:44
  see
• 21:44
  who,
• 21:45
  who
• 21:45
  you
• 21:45
  are
• 21:45
  and
• 21:45
  what
• 21:45
  you
• 21:46
  sound
• 21:46
  like.
• 21:47
  So
• 21:47
  it
• 21:47
  works
• 21:48
  well
• 21:48
  for
• 21:48
  everyone.
• 21:49
  But
• 21:49
  where
• 21:49
  I
• 21:49
  think
• 21:50
  most
• 21:50
  people
• 21:51
  have
• 21:51
  problems
• 21:51
  are
• 21:52
  actually
• 21:52
  the
• 21:52
  wedding
• 21:53
  pros
• 21:53
  like
• 21:54
  the
• 21:54
  photographers
• 21:54
  and
• 21:54
  the
• 21:54
  DJs,
• 21:55
  like
• 21:55
  I
• 21:55
  said,
• 21:55
  because
• 21:57
  they
• 21:57
  are
• 21:58
  oftentimes
• 21:58
  promoting
• 21:59
  their
• 21:59
  portfolio
• 22:00
  or
• 22:00
  their
• 22:01
  feature
• 22:01
  list
• 22:01
  when
• 22:02
  really.
• 22:02
  They
• 22:02
  should
• 22:02
  be
• 22:02
  promoting
• 22:03
  themselves,
• 22:04
  how
• 22:04
  they're
• 22:05
  made
• 22:05
  to
• 22:05
  feel.
• 22:05
  I
• 22:05
  remember
• 22:05
  having
• 22:06
  a
• 22:06
  conversation
• 22:06
  with
• 22:06
  this
• 22:06
  pog
• 22:07
  on
• 22:07
  this
• 22:07
  podcast
• 22:08
  with
• 22:08
  a
• 22:08
  DJ
• 22:08
  about
• 22:09
  who
• 22:09
  was
• 22:09
  using
• 22:09
  a
• 22:10
  lot
• 22:10
  of
• 22:10
  paid
• 22:10
  ads
• 22:11
  and
• 22:11
  a
• 22:11
  lot
• 22:11
  of
• 22:11
  what
• 22:12
  he
• 22:12
  was
• 22:12
  doing
• 22:12
  was
• 22:12
  talking
• 22:13
  about
• 22:14
  like
• 22:14
  how
• 22:14
  to
• 22:15
  how
• 22:15
  you
• 22:15
  don't
• 22:15
  want
• 22:16
  a
• 22:16
  dodgy
• 22:17
  dj
• 22:17
  like
• 22:17
  you
• 22:17
  don't
• 22:18
  want,
• 22:18
  this
• 22:18
  is
• 22:18
  what
• 22:18
  you
• 22:18
  don't
• 22:19
  want
• 22:19
  as
• 22:19
  your
• 22:19
  wedding
• 22:20
  dj
• 22:20
  and
• 22:20
  this
• 22:20
  is
• 22:21
  what
• 22:21
  you
• 22:21
  do
• 22:21
  want
• 22:21
  and
• 22:21
  that
• 22:22
  you
• 22:22
  know,
• 22:22
  this
• 22:22
  is
• 22:22
  going
• 22:22
  back
• 22:23
  a
• 22:23
  few
• 22:23
  years.
• 22:23
  But
• 22:23
  that
• 22:24
  message
• 22:25
  worked
• 22:25
  well
• 22:25
  for
• 22:25
  him
• 22:26
  at
• 22:26
  that
• 22:26
  time
• 22:26
  because
• 22:26
  he
• 22:27
  was
• 22:27
  tapping
• 22:27
  into
• 22:27
  that
• 22:28
  emotions
• 22:28
  of
• 22:28
  People
• 22:29
  realizing,
• 22:30
  oh,
• 22:30
  no,
• 22:30
  I.
• 22:30
  I
• 22:30
  don't
• 22:31
  want
• 22:31
  a
• 22:31
  bad
• 22:31
  dj,
• 22:32
  I
• 22:32
  actually
• 22:32
  want
• 22:32
  a
• 22:33
  really
• 22:33
  good
• 22:33
  party.
• 22:33
  And
• 22:34
  this
• 22:34
  is
• 22:34
  what
• 22:34
  you
• 22:34
  could
• 22:34
  have
• 22:34
  instead.
• 22:35
  And.
• 22:35
  And
• 22:36
  messaging
• 22:36
  him
• 22:37
  and
• 22:37
  chatting.
• 22:37
  And
• 22:38
  that
• 22:38
  was
• 22:38
  working
• 22:38
  really
• 22:38
  well
• 22:38
  for
• 22:39
  them.
• 22:39
  So
• 22:39
  how
• 22:40
  do
• 22:40
  you
• 22:40
  think
• 22:41
  then
• 22:41
  that
• 22:42
  people
• 22:42
  come
• 22:42
  up
• 22:43
  with
• 22:44
  these
• 22:45
  benefits
• 22:46
  so
• 22:46
  that
• 22:46
  they
• 22:46
  don't
• 22:46
  fall
• 22:47
  into
• 22:47
  this
• 22:47
  trap
• 22:47
  of
• 22:47
  just
• 22:48
  listing
• 22:48
  loads
• 22:48
  of
• 22:48
  features?
• 22:49
  Oh,
• 22:49
  my
• 22:49
  gosh.
• 22:49
  You
• 22:49
  know,
• 22:50
  we're
• 22:50
  so
• 22:50
  thankful
• 22:50
  for
• 22:50
  Chat
• 22:51
  GPT
• 22:52
  because
• 22:52
  Chat
• 22:52
  GPT
• 22:53
  doesn't
• 22:53
  give
• 22:53
  out
• 22:53
  perfect
• 22:54
  answers
• 22:54
  all
• 22:54
  the
• 22:54
  time.
• 22:55
  But
• 22:55
  you
• 22:55
  could
• 22:55
  literally
• 22:56
  go
• 22:56
  and
• 22:56
  list
• 22:57
  out,
• 22:57
  like,
• 22:57
  what
• 22:57
  you
• 22:57
  do,
• 22:58
  what
• 22:58
  you
• 22:58
  provide
• 22:58
  as
• 22:59
  a
• 22:59
  business,
• 22:59
  like,
• 22:59
  list
• 23:00
  out
• 23:00
  all
• 23:00
  those
• 23:00
  features
• 23:01
  and
• 23:01
  say,
• 23:01
  hey,
• 23:01
  chat,
• 23:02
  chatgpt,
• 23:02
  I
• 23:02
  want
• 23:03
  you
• 23:03
  to
• 23:03
  tell
• 23:03
  me,
• 23:03
  I
• 23:04
  want
• 23:04
  you
• 23:04
  to
• 23:04
  take
• 23:04
  these
• 23:04
  features
• 23:05
  and
• 23:05
  turn
• 23:05
  it
• 23:05
  into
• 23:05
  benefit
• 23:06
  statements
• 23:07
  that
• 23:08
  communicate
• 23:09
  how
• 23:09
  someone's
• 23:09
  going
• 23:09
  to
• 23:10
  feel
• 23:10
  if
• 23:10
  they
• 23:11
  were
• 23:11
  to
• 23:11
  purchase
• 23:12
  these
• 23:12
  features
• 23:12
  for
• 23:13
  their
• 23:13
  wedding.
• 23:14
  That's
• 23:14
  the
• 23:15
  quick,
• 23:15
  simple
• 23:15
  answer.
• 23:16
  There
• 23:16
  was
• 23:16
  a
• 23:16
  longer
• 23:16
  answer
• 23:17
  two
• 23:17
  years
• 23:17
  ago,
• 23:17
  before
• 23:17
  ChatGPT
• 23:18
  entered
• 23:18
  the
• 23:18
  room,
• 23:19
  but,
• 23:19
  like,
• 23:19
  really
• 23:20
  grateful
• 23:20
  for
• 23:20
  it
• 23:20
  now.
• 23:21
  And
• 23:21
  of
• 23:21
  course,
• 23:21
  you
• 23:21
  need
• 23:22
  to
• 23:22
  edit
• 23:22
  it
• 23:22
  a
• 23:22
  little
• 23:22
  bit
• 23:23
  and
• 23:23
  you
• 23:23
  can
• 23:23
  ask
• 23:23
  ChatGPT
• 23:24
  to
• 23:24
  make
• 23:24
  it
• 23:25
  more
• 23:25
  fun
• 23:25
  or
• 23:25
  make
• 23:26
  it
• 23:26
  more
• 23:26
  professional.
• 23:27
  That's
• 23:27
  one
• 23:27
  of
• 23:27
  the
• 23:27
  great
• 23:28
  things
• 23:28
  about
• 23:28
  that
• 23:28
  tool,
• 23:29
  is
• 23:29
  that
• 23:29
  it
• 23:29
  can
• 23:29
  shape
• 23:30
  language
• 23:30
  very
• 23:31
  quickly
• 23:31
  for
• 23:31
  you.
• 23:32
  Yeah,
• 23:32
  absolutely.
• 23:33
  That's
• 23:33
  well
• 23:33
  worth
• 23:34
  everyone
• 23:34
  doing.
• 23:34
  And
• 23:34
  presumably
• 23:35
  you
• 23:35
  could
• 23:35
  put
• 23:35
  in
• 23:35
  some
• 23:35
  copy
• 23:36
  off
• 23:36
  your
• 23:36
  website
• 23:36
  or
• 23:36
  even
• 23:37
  your
• 23:37
  URL
• 23:37
  from
• 23:38
  your
• 23:38
  website,
• 23:38
  and
• 23:38
  it
• 23:38
  will
• 23:38
  pull
• 23:39
  information
• 23:39
  from
• 23:39
  there
• 23:40
  as
• 23:40
  well
• 23:40
  and
• 23:40
  give
• 23:40
  you
• 23:40
  even
• 23:41
  better
• 23:41
  answers
• 23:42
  that
• 23:42
  are
• 23:42
  particularly
• 23:43
  based
• 23:43
  on
• 23:43
  your
• 23:44
  business.
• 23:44
  Okay,
• 23:45
  how
• 23:45
  do
• 23:45
  we
• 23:45
  decide
• 23:45
  then
• 23:46
  where
• 23:46
  to
• 23:46
  spend
• 23:46
  our
• 23:46
  advertising
• 23:47
  money?
• 23:48
  We
• 23:48
  are
• 23:48
  in
• 23:48
  the
• 23:48
  wedding
• 23:49
  industry.
• 23:49
  Maybe
• 23:50
  we're
• 23:50
  a
• 23:50
  venue,
• 23:50
  maybe
• 23:50
  we're
• 23:50
  a
• 23:51
  bridal
• 23:51
  boutique,
• 23:51
  or
• 23:51
  maybe
• 23:52
  we're
• 23:52
  a
• 23:52
  florist.
• 23:53
  We're
• 23:53
  thinking
• 23:53
  we
• 23:53
  want
• 23:53
  to
• 23:54
  do
• 23:54
  some
• 23:54
  paid
• 23:54
  ads.
• 23:55
  Do
• 23:55
  we
• 23:55
  go
• 23:55
  for
• 23:55
  Google?
• 23:56
  Do
• 23:56
  we
• 23:56
  go
• 23:56
  for
• 23:56
  TikTok
• 23:57
  or
• 23:57
  do
• 23:57
  we
• 23:57
  go
• 23:57
  for
• 23:57
  Meta?
• 23:58
  Or
• 23:58
  do
• 23:58
  we
• 23:59
  spread
• 23:59
  ourselves
• 23:59
  thinly
• 24:00
  across
• 24:00
  all
• 24:00
  three?
• 24:00
  You
• 24:01
  don't
• 24:01
  spread
• 24:01
  yourself
• 24:01
  thinly.
• 24:02
  You
• 24:02
  want
• 24:02
  to
• 24:02
  really
• 24:03
  lay
• 24:03
  into,
• 24:03
  like,
• 24:03
  one
• 24:04
  platform
• 24:04
  at
• 24:04
  a
• 24:04
  time.
• 24:05
  Most
• 24:05
  businesses
• 24:06
  should
• 24:06
  start
• 24:06
  with
• 24:06
  Google
• 24:07
  because
• 24:07
  if
• 24:07
  someone
• 24:07
  is
• 24:07
  actively
• 24:08
  searching
• 24:08
  for
• 24:08
  a
• 24:09
  business
• 24:09
  like
• 24:09
  yours,
• 24:09
  like
• 24:10
  Wedding
• 24:10
  DJ
• 24:10
  in
• 24:10
  London,
• 24:11
  do
• 24:11
  you
• 24:12
  want
• 24:12
  to
• 24:12
  be
• 24:12
  found
• 24:12
  when
• 24:13
  someone's
• 24:13
  actively
• 24:13
  searching
• 24:14
  because
• 24:14
  they
• 24:14
  intend
• 24:14
  to
• 24:15
  find
• 24:15
  you?
• 24:15
  Google's
• 24:16
  not
• 24:16
  very
• 24:16
  sexy.
• 24:17
  And
• 24:17
  Google
• 24:17
  oftentimes
• 24:18
  is
• 24:18
  where
• 24:18
  people
• 24:19
  click
• 24:19
  on
• 24:19
  an
• 24:19
  ad.
• 24:20
  They
• 24:20
  found
• 24:20
  you,
• 24:20
  you,
• 24:20
  they
• 24:21
  write
• 24:21
  you
• 24:21
  down,
• 24:21
  they
• 24:21
  bookmark
• 24:22
  your
• 24:22
  website,
• 24:22
  they
• 24:22
  do
• 24:22
  something
• 24:23
  and
• 24:23
  they
• 24:23
  go
• 24:23
  back
• 24:23
  to
• 24:23
  their
• 24:24
  search
• 24:24
  because
• 24:24
  by
• 24:25
  the
• 24:25
  nature
• 24:25
  of
• 24:26
  Internet
• 24:26
  search,
• 24:27
  they
• 24:27
  want
• 24:27
  to
• 24:27
  find
• 24:28
  multiple
• 24:28
  options
• 24:28
  and
• 24:29
  they're
• 24:29
  comparing.
• 24:30
  So
• 24:30
  it
• 24:30
  can
• 24:30
  look
• 24:30
  from
• 24:31
  a.
• 24:32
  I'm
• 24:32
  going
• 24:32
  down
• 24:32
  a
• 24:32
  rabbit
• 24:32
  trail
• 24:33
  of
• 24:33
  Google.
• 24:33
  I'll
• 24:33
  get
• 24:33
  the
• 24:33
  meta
• 24:34
  in
• 24:34
  a
• 24:34
  second,
• 24:34
  I
• 24:34
  promise.
• 24:34
  But
• 24:35
  it's
• 24:35
  like
• 24:35
  it
• 24:35
  can
• 24:35
  look
• 24:36
  like
• 24:36
  Google's
• 24:36
  not
• 24:37
  working
• 24:37
  because
• 24:37
  that's
• 24:38
  how
• 24:38
  people
• 24:38
  search
• 24:39
  and
• 24:39
  especially
• 24:39
  for
• 24:40
  wedding
• 24:40
  businesses.
• 24:40
  But
• 24:40
  it's
• 24:41
  really
• 24:41
  important
• 24:41
  that
• 24:41
  they
• 24:41
  discover
• 24:42
  you
• 24:42
  on
• 24:42
  Google.
• 24:43
  So
• 24:43
  start
• 24:43
  with
• 24:43
  Google
• 24:44
  and
• 24:44
  make
• 24:44
  sure
• 24:44
  that
• 24:44
  you
• 24:44
  are
• 24:44
  discovered
• 24:45
  there.
• 24:47
  Second,
• 24:47
  either
• 24:48
  Meta
• 24:48
  or
• 24:48
  TikTok.
• 24:49
  To
• 24:49
  be
• 24:49
  honest,
• 24:49
  right
• 24:49
  now
• 24:49
  it's
• 24:50
  a
• 24:50
  little
• 24:50
  bit
• 24:50
  of
• 24:50
  a
• 24:50
  toss
• 24:50
  up.
• 24:50
  We
• 24:51
  see
• 24:51
  both
• 24:51
  platforms
• 24:52
  working
• 24:52
  incredibly
• 24:53
  well.
• 24:53
  If
• 24:53
  you
• 24:54
  are
• 24:54
  someone
• 24:55
  who
• 24:55
  is
• 24:55
  not
• 24:55
  good
• 24:56
  with
• 24:56
  short
• 24:56
  form
• 24:56
  video
• 24:56
  and
• 24:57
  it's
• 24:57
  going
• 24:57
  to
• 24:57
  take
• 24:57
  a
• 24:57
  momentous
• 24:58
  effort
• 24:58
  for
• 24:58
  you
• 24:58
  to
• 24:59
  create
• 24:59
  a
• 24:59
  short
• 24:59
  form
• 24:59
  video
• 25:00
  or
• 25:00
  put
• 25:00
  your
• 25:00
  face
• 25:01
  on
• 25:01
  camera,
• 25:01
  don't
• 25:02
  do
• 25:02
  TikTok
• 25:02
  go
• 25:03
  with
• 25:03
  meta
• 25:03
  ads,
• 25:03
  which
• 25:04
  is
• 25:04
  Facebook
• 25:04
  and
• 25:04
  Instagram,
• 25:05
  because
• 25:05
  you
• 25:05
  can
• 25:05
  do
• 25:06
  a
• 25:06
  lot
• 25:06
  of
• 25:07
  good,
• 25:07
  like
• 25:07
  good
• 25:07
  damage
• 25:08
  with
• 25:08
  single
• 25:09
  or
• 25:09
  static
• 25:09
  images
• 25:10
  as
• 25:10
  well.
• 25:10
  So
• 25:11
  meta
• 25:11
  is
• 25:12
  probably
• 25:12
  platform
• 25:13
  number
• 25:13
  two.
• 25:13
  If
• 25:13
  you're
• 25:14
  really
• 25:14
  good
• 25:14
  though
• 25:14
  at
• 25:14
  short
• 25:14
  form
• 25:15
  video
• 25:15
  and
• 25:15
  you
• 25:15
  like
• 25:15
  it
• 25:16
  and
• 25:16
  you
• 25:16
  Enjoy
• 25:16
  it,
• 25:16
  it
• 25:17
  TikTok
• 25:17
  is
• 25:17
  an
• 25:17
  incredible
• 25:18
  place
• 25:18
  because
• 25:20
  a
• 25:20
  lot
• 25:20
  of
• 25:20
  wedding
• 25:21
  businesses
• 25:21
  are
• 25:21
  so
• 25:22
  overwhelmed
• 25:22
  by
• 25:22
  just
• 25:22
  being
• 25:23
  on
• 25:23
  Instagram
• 25:23
  that
• 25:24
  they're
• 25:24
  like,
• 25:24
  I
• 25:24
  can't
• 25:25
  even
• 25:25
  think
• 25:25
  of
• 25:25
  doing
• 25:25
  TikTok
• 25:26
  yet.
• 25:26
  And
• 25:27
  so
• 25:27
  it's
• 25:27
  this
• 25:27
  really
• 25:27
  wild
• 25:28
  open
• 25:28
  market
• 25:28
  where
• 25:29
  the
• 25:29
  click
• 25:29
  costs
• 25:29
  are
• 25:30
  cheaper
• 25:30
  and
• 25:30
  there's
• 25:31
  a
• 25:31
  lot
• 25:31
  more
• 25:31
  ad
• 25:32
  inventory.
• 25:32
  I'll
• 25:33
  say
• 25:34
  that
• 25:34
  cost
• 25:35
  you
• 25:35
  a
• 25:35
  lot
• 25:35
  less,
• 25:35
  but
• 25:36
  it
• 25:36
  requires
• 25:36
  you
• 25:36
  to
• 25:36
  be
• 25:36
  better
• 25:37
  at
• 25:37
  short
• 25:37
  form
• 25:37
  video.
• 25:38
  What's
• 25:38
  interesting
• 25:39
  as
• 25:39
  well,
• 25:39
  I
• 25:39
  think
• 25:39
  right
• 25:40
  now
• 25:40
  about
• 25:40
  the
• 25:40
  TikTok
• 25:41
  algorithm,
• 25:41
  it
• 25:41
  kind
• 25:42
  of
• 25:42
  goes
• 25:42
  back
• 25:42
  to
• 25:42
  what
• 25:42
  you
• 25:42
  were
• 25:42
  saying
• 25:43
  about
• 25:43
  how
• 25:43
  they're
• 25:43
  pushing
• 25:43
  out
• 25:44
  paid
• 25:44
  ads.
• 25:44
  Really
• 25:44
  specifically
• 25:45
  I'm
• 25:46
  finding
• 25:46
  with
• 25:46
  my
• 25:46
  videos
• 25:47
  over
• 25:47
  there,
• 25:47
  they're
• 25:47
  not
• 25:47
  necessarily
• 25:48
  reaching
• 25:49
  loads
• 25:49
  of
• 25:49
  people,
• 25:50
  but
• 25:50
  the
• 25:50
  quality
• 25:51
  of
• 25:51
  people
• 25:51
  they're
• 25:52
  reaching
• 25:52
  is
• 25:52
  much
• 25:52
  higher.
• 25:53
  So
• 25:53
  if
• 25:53
  I
• 25:53
  look
• 25:54
  at
• 25:54
  my
• 25:54
  percentage
• 25:55
  reach
• 25:55
  versus
• 25:56
  my
• 25:56
  percentage
• 25:56
  engagement,
• 25:57
  like
• 25:58
  my
• 25:58
  engagement
• 25:58
  rate
• 25:58
  over
• 25:59
  there
• 25:59
  is
• 25:59
  really
• 25:59
  high.
• 26:00
  Which
• 26:00
  says
• 26:00
  to
• 26:00
  me,
• 26:00
  okay,
• 26:01
  this
• 26:01
  video
• 26:01
  might
• 26:01
  have
• 26:01
  only
• 26:02
  been
• 26:02
  seen
• 26:02
  by
• 26:02
  300
• 26:03
  people,
• 26:03
  but
• 26:04
  99
• 26:04
  of
• 26:04
  those
• 26:05
  people
• 26:05
  have
• 26:05
  engaged
• 26:05
  with
• 26:05
  the
• 26:06
  video.
• 26:06
  So
• 26:06
  that's
• 26:07
  a
• 26:07
  huge
• 26:08
  stat.
• 26:08
  So
• 26:09
  I
• 26:09
  do
• 26:09
  think
• 26:09
  there's
• 26:09
  some
• 26:09
  interesting
• 26:10
  stuff
• 26:10
  going
• 26:11
  on
• 26:11
  over
• 26:11
  there.
• 26:11
  And
• 26:11
  a
• 26:11
  bit
• 26:11
  like
• 26:11
  I
• 26:12
  was
• 26:12
  saying
• 26:12
  earlier,
• 26:12
  don't
• 26:13
  expect
• 26:13
  the
• 26:13
  E
• 26:13
  commerce
• 26:14
  version
• 26:14
  of
• 26:14
  an
• 26:15
  ad
• 26:15
  the
• 26:15
  same
• 26:15
  on
• 26:15
  TikTok.
• 26:16
  Don't
• 26:16
  expect
• 26:16
  to
• 26:17
  be
• 26:17
  reaching
• 26:17
  millions
• 26:18
  of
• 26:18
  people
• 26:18
  on
• 26:18
  there
• 26:19
  there.
• 26:19
  That's.
• 26:19
  That's
• 26:20
  false
• 26:21
  advertising.
• 26:22
  It's
• 26:22
  not
• 26:22
  going
• 26:22
  to
• 26:22
  do
• 26:22
  that
• 26:22
  actually.
• 26:23
  You
• 26:23
  only
• 26:23
  need
• 26:23
  to
• 26:24
  meet
• 26:24
  the
• 26:25
  very
• 26:25
  specific
• 26:25
  criteria
• 26:26
  of
• 26:26
  people
• 26:26
  that
• 26:26
  you
• 26:27
  want
• 26:27
  to
• 26:27
  reach
• 26:27
  on
• 26:28
  there
• 26:28
  is
• 26:29
  like
• 26:29
  how
• 26:29
  narrow
• 26:30
  an
• 26:30
  audience
• 26:30
  can
• 26:31
  you
• 26:31
  advertise
• 26:31
  to
• 26:32
  on
• 26:32
  TikTok?
• 26:32
  Fascinatingly,
• 26:34
  a
• 26:34
  year
• 26:35
  and
• 26:35
  a
• 26:35
  half
• 26:35
  ago
• 26:35
  I
• 26:35
  would
• 26:35
  have
• 26:35
  told
• 26:36
  you
• 26:36
  to
• 26:36
  narrow
• 26:36
  down
• 26:36
  your
• 26:37
  audience
• 26:37
  to
• 26:37
  like,
• 26:37
  no
• 26:37
  more
• 26:38
  than
• 26:38
  10,000
• 26:38
  people.
• 26:39
  The
• 26:39
  way
• 26:39
  that
• 26:40
  meta
• 26:40
  and
• 26:40
  drama
• 26:41
  and
• 26:41
  TikTok's
• 26:41
  algorithm
• 26:42
  works
• 26:42
  now
• 26:42
  is
• 26:42
  you
• 26:43
  actually
• 26:43
  want
• 26:43
  to
• 26:43
  widen
• 26:43
  your
• 26:44
  audience
• 26:44
  and
• 26:44
  let
• 26:45
  them
• 26:45
  do
• 26:45
  the
• 26:45
  work.
• 26:45
  Work.
• 26:46
  What
• 26:46
  happens
• 26:46
  is
• 26:47
  Meta
• 26:47
  and
• 26:47
  TikTok
• 26:48
  look
• 26:48
  at
• 26:48
  the
• 26:49
  content
• 26:49
  of
• 26:49
  your
• 26:49
  video
• 26:49
  and
• 26:50
  look
• 26:50
  at
• 26:50
  the
• 26:50
  text
• 26:51
  that
• 26:51
  you
• 26:51
  post
• 26:51
  with
• 26:52
  your
• 26:52
  video
• 26:52
  and
• 26:53
  it
• 26:53
  and
• 26:53
  it
• 26:53
  determines
• 26:54
  who
• 26:54
  should
• 26:54
  see
• 26:54
  this
• 26:55
  based
• 26:55
  on
• 26:55
  the
• 26:55
  content
• 26:56
  of
• 26:56
  your
• 26:56
  ad,
• 26:57
  which
• 26:57
  is
• 26:57
  like,
• 26:57
  mind
• 26:58
  blowing.
• 26:58
  And
• 26:58
  as
• 26:59
  an
• 26:59
  advertiser
• 26:59
  who's
• 26:59
  been
• 27:00
  doing
• 27:00
  it
• 27:00
  for
• 27:00
  ages,
• 27:01
  and
• 27:01
  I
• 27:01
  have
• 27:01
  lots
• 27:01
  of
• 27:01
  gray
• 27:02
  hairs
• 27:02
  over
• 27:02
  it,
• 27:03
  I
• 27:03
  was
• 27:03
  like,
• 27:03
  so
• 27:03
  in.
• 27:04
  I
• 27:04
  was
• 27:04
  like,
• 27:04
  target
• 27:05
  small
• 27:05
  and
• 27:06
  like
• 27:06
  go
• 27:06
  to
• 27:06
  small
• 27:06
  audiences.
• 27:07
  But
• 27:07
  in
• 27:07
  2026,
• 27:08
  that's
• 27:08
  actually
• 27:08
  not
• 27:08
  the
• 27:09
  strategy.
• 27:09
  You
• 27:09
  want
• 27:09
  to
• 27:10
  let
• 27:10
  Meta
• 27:10
  do
• 27:10
  its
• 27:10
  work.
• 27:11
  And
• 27:11
  I
• 27:11
  say
• 27:11
  that,
• 27:12
  that
• 27:12
  like
• 27:13
  having
• 27:14
  gone
• 27:14
  kicking
• 27:14
  and
• 27:15
  screaming
• 27:15
  into
• 27:15
  it
• 27:16
  because
• 27:16
  I
• 27:16
  was
• 27:16
  like,
• 27:16
  there's
• 27:17
  no
• 27:17
  way
• 27:17
  I'm
• 27:18
  going
• 27:18
  to
• 27:18
  let
• 27:18
  Meta
• 27:18
  decide
• 27:19
  who
• 27:19
  should
• 27:19
  see
• 27:19
  my
• 27:19
  ads.
• 27:20
  But
• 27:20
  we
• 27:20
  tested
• 27:21
  it
• 27:21
  and
• 27:21
  it
• 27:21
  works.
• 27:22
  But
• 27:22
  sadly,
• 27:22
  we're
• 27:22
  living
• 27:23
  in
• 27:23
  an
• 27:23
  age
• 27:23
  where
• 27:24
  the
• 27:24
  robots
• 27:25
  start
• 27:25
  knowing
• 27:25
  more
• 27:26
  than
• 27:26
  me
• 27:26
  and
• 27:26
  you,
• 27:26
  Mark.
• 27:27
  That's
• 27:27
  the
• 27:27
  problem.
• 27:28
  But
• 27:28
  actually,
• 27:29
  you
• 27:29
  know,
• 27:29
  that
• 27:30
  is
• 27:30
  fascinating
• 27:31
  because
• 27:31
  it
• 27:31
  is
• 27:32
  then
• 27:32
  pointing
• 27:32
  people
• 27:33
  to
• 27:33
  the
• 27:33
  micro
• 27:33
  niche,
• 27:34
  but
• 27:34
  they're
• 27:35
  doing
• 27:35
  the
• 27:35
  work
• 27:35
  for
• 27:36
  us.
• 27:36
  So
• 27:36
  essentially
• 27:37
  for
• 27:37
  us,
• 27:37
  us
• 27:38
  as
• 27:38
  wedding
• 27:38
  pros,
• 27:39
  it
• 27:39
  should
• 27:39
  be
• 27:39
  an
• 27:40
  easier
• 27:40
  process
• 27:40
  because
• 27:41
  we're
• 27:41
  not
• 27:41
  having
• 27:41
  to
• 27:42
  try
• 27:42
  and
• 27:42
  add
• 27:43
  all
• 27:43
  of
• 27:43
  these
• 27:43
  parameters
• 27:44
  in.
• 27:45
  We're
• 27:45
  going,
• 27:45
  here's
• 27:46
  our
• 27:46
  advert.
• 27:47
  Please
• 27:47
  do
• 27:47
  the
• 27:48
  work
• 27:48
  for
• 27:48
  us
• 27:48
  and
• 27:48
  make
• 27:48
  it
• 27:49
  work
• 27:49
  so
• 27:49
  we
• 27:49
  give
• 27:49
  you
• 27:49
  more
• 27:50
  money
• 27:50
  wrapping.
• 27:51
  What
• 27:51
  you're
• 27:51
  saying
• 27:51
  in
• 27:52
  a
• 27:52
  like
• 27:52
  pretty
• 27:52
  bow
• 27:53
  is
• 27:53
  basically,
• 27:53
  this
• 27:54
  is
• 27:54
  like,
• 27:54
  your
• 27:54
  ad
• 27:55
  matters
• 27:56
  so
• 27:56
  much
• 27:56
  what
• 27:57
  you
• 27:57
  say
• 27:57
  and
• 27:57
  the
• 27:58
  content
• 27:58
  of
• 27:58
  your
• 27:58
  ad
• 27:59
  matters
• 28:00
  more
• 28:00
  than
• 28:00
  like
• 28:00
  being
• 28:01
  able
• 28:01
  to
• 28:01
  target
• 28:01
  specifically
• 28:02
  because
• 28:03
  Meta
• 28:03
  can
• 28:03
  do
• 28:03
  that
• 28:03
  work
• 28:04
  for
• 28:04
  you.
• 28:04
  It's
• 28:04
  almost
• 28:05
  like,
• 28:05
  like
• 28:06
  I'm
• 28:06
  going
• 28:06
  to
• 28:06
  conclude
• 28:07
  with
• 28:07
  this
• 28:07
  thought
• 28:08
  is
• 28:08
  that
• 28:08
  making
• 28:09
  sure
• 28:09
  your
• 28:09
  ad
• 28:10
  shows
• 28:10
  exactly
• 28:10
  who
• 28:11
  you
• 28:11
  are,
• 28:11
  what
• 28:11
  makes
• 28:11
  you
• 28:12
  unique
• 28:12
  is
• 28:12
  more
• 28:12
  important
• 28:13
  than
• 28:13
  anything
• 28:13
  else
• 28:14
  in
• 28:14
  your
• 28:14
  ad
• 28:14
  campaigns
• 28:15
  because
• 28:15
  the
• 28:15
  rest
• 28:15
  of
• 28:15
  it's
• 28:15
  just
• 28:16
  button
• 28:16
  pushing
• 28:16
  and
• 28:16
  you
• 28:16
  can
• 28:16
  figure
• 28:17
  it
• 28:17
  out.
• 28:17
  But
• 28:17
  communicating
• 28:18
  what
• 28:18
  makes
• 28:19
  you
• 28:19
  different
• 28:19
  and
• 28:19
  unique
• 28:20
  is
• 28:20
  the
• 28:20
  thing
• 28:20
  that's
• 28:20
  actually
• 28:20
  going
• 28:21
  to
• 28:21
  make
• 28:21
  your
• 28:21
  ads
• 28:21
  work.
• 28:22
  Amazing.
• 28:23
  Well,
• 28:23
  that
• 28:23
  brings
• 28:23
  me
• 28:24
  beautifully
• 28:24
  onto
• 28:25
  my
• 28:25
  next
• 28:25
  question
• 28:26
  because
• 28:26
  as
• 28:26
  you
• 28:27
  said
• 28:27
  there
• 28:27
  now
• 28:28
  it
• 28:28
  comes
• 28:28
  down
• 28:29
  to
• 28:29
  button
• 28:29
  pushing.
• 28:30
  And
• 28:30
  when
• 28:30
  we
• 28:30
  spoke
• 28:31
  back
• 28:31
  in
• 28:31
  June,
• 28:32
  we
• 28:32
  were
• 28:32
  talking
• 28:33
  about
• 28:33
  getting
• 28:34
  people
• 28:34
  to
• 28:34
  run
• 28:35
  your
• 28:35
  ad
• 28:35
  campaign
• 28:36
  for
• 28:36
  you.
• 28:36
  And
• 28:37
  since
• 28:37
  then,
• 28:37
  as
• 28:37
  we
• 28:38
  mentioned
• 28:38
  earlier,
• 28:39
  you've
• 28:39
  decided
• 28:40
  to
• 28:40
  put
• 28:40
  together
• 28:41
  these
• 28:41
  DIY
• 28:42
  advertising
• 28:42
  kits
• 28:43
  so
• 28:43
  that
• 28:43
  people
• 28:44
  can
• 28:44
  learn
• 28:44
  to
• 28:45
  push
• 28:45
  the
• 28:45
  buttons
• 28:45
  themselves.
• 28:46
  So
• 28:47
  why
• 28:47
  did
• 28:47
  you
• 28:47
  decide
• 28:48
  to
• 28:48
  go
• 28:48
  down
• 28:48
  that
• 28:48
  route?
• 28:49
  Are
• 28:49
  you
• 28:49
  trying
• 28:49
  to
• 28:49
  do
• 28:49
  yourself
• 28:50
  out
• 28:50
  of
• 28:50
  a
• 28:50
  job.
• 28:50
  What's
• 28:51
  going
• 28:51
  on?
• 28:51
  Yes.
• 28:52
  No,
• 28:53
  I'm
• 28:53
  not,
• 28:53
  you
• 28:53
  know,
• 28:53
  there's,
• 28:54
  there's
• 28:54
  always
• 28:54
  going
• 28:54
  to
• 28:54
  be
• 28:55
  folks
• 28:55
  that
• 28:55
  just
• 28:55
  don't
• 28:56
  have
• 28:56
  the
• 28:56
  time
• 28:56
  and
• 28:56
  they
• 28:57
  want
• 28:57
  to
• 28:57
  have
• 28:57
  it
• 28:57
  done
• 28:58
  for
• 28:58
  them
• 28:58
  and
• 28:58
  we're
• 28:58
  totally
• 28:59
  okay
• 28:59
  with
• 28:59
  that.
• 29:00
  But
• 29:00
  as
• 29:00
  I've
• 29:01
  gotten
• 29:01
  further
• 29:01
  and
• 29:01
  further
• 29:01
  along
• 29:02
  in
• 29:02
  my
• 29:02
  career
• 29:02
  as
• 29:02
  an
• 29:03
  advertiser
• 29:03
  in
• 29:03
  the
• 29:03
  world
• 29:03
  wedding
• 29:04
  industry,
• 29:04
  I've
• 29:04
  realized
• 29:05
  there
• 29:05
  are
• 29:05
  thousands
• 29:05
  and
• 29:06
  thousands
• 29:06
  and
• 29:06
  thousands
• 29:06
  more
• 29:07
  people
• 29:07
  we
• 29:07
  can
• 29:07
  help.
• 29:07
  And
• 29:08
  it
• 29:08
  took,
• 29:08
  you
• 29:08
  know,
• 29:09
  everyone
• 29:09
  who's
• 29:09
  listening
• 29:10
  to
• 29:10
  this
• 29:10
  probably
• 29:10
  owns
• 29:10
  a
• 29:10
  small
• 29:10
  business,
• 29:11
  is
• 29:11
  building
• 29:11
  a
• 29:11
  small
• 29:12
  business.
• 29:12
  It
• 29:12
  took
• 29:12
  a
• 29:12
  long
• 29:12
  time
• 29:13
  for
• 29:13
  me
• 29:13
  to
• 29:13
  be
• 29:13
  able
• 29:13
  to
• 29:13
  produce
• 29:14
  these
• 29:14
  kits
• 29:14
  because
• 29:15
  I
• 29:15
  was
• 29:15
  running
• 29:15
  my
• 29:15
  business
• 29:16
  and
• 29:16
  growing
• 29:16
  my
• 29:16
  business
• 29:16
  and
• 29:17
  we
• 29:17
  have
• 29:17
  thankfully
• 29:18
  no
• 29:18
  shortage
• 29:18
  of
• 29:18
  people
• 29:18
  who
• 29:19
  want
• 29:19
  us
• 29:19
  to
• 29:19
  help
• 29:19
  them.
• 29:20
  But
• 29:20
  I
• 29:21
  carved
• 29:21
  out
• 29:21
  time
• 29:21
  almost
• 29:22
  like
• 29:22
  writing
• 29:22
  a
• 29:22
  book.
• 29:23
  I
• 29:23
  was
• 29:23
  like,
• 29:23
  2025
• 29:24
  is
• 29:24
  the
• 29:24
  year
• 29:24
  we're
• 29:24
  going
• 29:24
  to
• 29:24
  do
• 29:24
  this.
• 29:25
  Yeah,
• 29:25
  I
• 29:25
  created
• 29:26
  that
• 29:26
  because
• 29:26
  there's
• 29:26
  just
• 29:26
  so
• 29:26
  many
• 29:27
  more
• 29:27
  people
• 29:27
  we
• 29:27
  can
• 29:27
  help.
• 29:28
  And
• 29:28
  one
• 29:29
  thing
• 29:29
  to
• 29:29
  note
• 29:29
  too
• 29:29
  is
• 29:30
  that
• 29:30
  like
• 29:30
  these
• 29:30
  kits,
• 29:31
  we
• 29:31
  update
• 29:31
  them
• 29:31
  every
• 29:31
  three
• 29:32
  months.
• 29:32
  Months.
• 29:32
  Because
• 29:33
  even
• 29:33
  though
• 29:33
  it's
• 29:34
  just
• 29:34
  button
• 29:35
  pushing,
• 29:35
  it's
• 29:36
  not
• 29:36
  just
• 29:36
  button
• 29:36
  pushing.
• 29:37
  You
• 29:37
  have
• 29:37
  to
• 29:37
  understand.
• 29:38
  And
• 29:38
  sometimes
• 29:38
  the
• 29:38
  buttons
• 29:39
  change
• 29:39
  and
• 29:39
  the
• 29:39
  algorithms
• 29:40
  change.
• 29:40
  And
• 29:41
  so
• 29:41
  we
• 29:41
  want
• 29:41
  to
• 29:41
  make
• 29:42
  sure
• 29:42
  that
• 29:42
  anyone
• 29:42
  who
• 29:43
  decides
• 29:43
  that
• 29:43
  the
• 29:44
  kit
• 29:44
  is
• 29:44
  right
• 29:44
  for
• 29:44
  them
• 29:44
  and
• 29:45
  they're
• 29:45
  going
• 29:45
  to
• 29:45
  invest
• 29:45
  their
• 29:45
  sweat
• 29:46
  equity
• 29:46
  and
• 29:46
  their
• 29:46
  time
• 29:46
  to
• 29:47
  learn
• 29:47
  the
• 29:47
  ad
• 29:47
  campaigns
• 29:48
  and
• 29:48
  push
• 29:48
  the
• 29:48
  buttons
• 29:49
  themselves,
• 29:49
  that
• 29:50
  they
• 29:50
  have
• 29:50
  the
• 29:50
  most
• 29:50
  up
• 29:51
  to
• 29:51
  date
• 29:51
  information.
• 29:52
  Because
• 29:52
  you
• 29:52
  can't
• 29:53
  build
• 29:53
  a
• 29:53
  campaign
• 29:53
  and
• 29:54
  let
• 29:54
  it
• 29:54
  go
• 29:54
  for
• 29:54
  a
• 29:54
  year
• 29:55
  and
• 29:55
  expect
• 29:55
  it
• 29:55
  to
• 29:56
  produce
• 29:57
  results
• 29:57
  for
• 29:57
  you
• 29:57
  a
• 29:57
  year
• 29:57
  later
• 29:58
  without
• 29:58
  having
• 29:58
  made
• 29:58
  any
• 29:58
  changes.
• 29:59
  That's
• 29:59
  really
• 30:00
  key
• 30:00
  as
• 30:00
  well.
• 30:01
  So
• 30:01
  if
• 30:01
  people
• 30:01
  are
• 30:02
  getting
• 30:02
  your
• 30:02
  DIY
• 30:03
  advertising
• 30:03
  kit,
• 30:04
  they
• 30:04
  go
• 30:04
  through
• 30:04
  it,
• 30:04
  three
• 30:05
  months
• 30:05
  later,
• 30:05
  you
• 30:06
  make
• 30:06
  some
• 30:06
  changes.
• 30:06
  Will
• 30:06
  they
• 30:07
  get
• 30:07
  an
• 30:07
  update
• 30:08
  from
• 30:08
  you
• 30:08
  to
• 30:08
  say,
• 30:09
  you
• 30:09
  know,
• 30:09
  we've
• 30:09
  gone
• 30:09
  in
• 30:10
  and
• 30:10
  made
• 30:10
  a
• 30:10
  change,
• 30:10
  or
• 30:10
  is
• 30:11
  that
• 30:11
  still
• 30:11
  to
• 30:12
  be
• 30:12
  decided?
• 30:12
  I
• 30:12
  only
• 30:13
  talk
• 30:13
  from
• 30:13
  experience
• 30:14
  because
• 30:14
  I
• 30:14
  spent
• 30:15
  a
• 30:15
  long
• 30:15
  time
• 30:15
  teaching
• 30:16
  Pinterest
• 30:16
  and
• 30:17
  I
• 30:17
  would
• 30:17
  record
• 30:17
  these
• 30:17
  amazing
• 30:18
  videos
• 30:18
  and
• 30:19
  then
• 30:19
  like
• 30:19
  one
• 30:19
  month
• 30:20
  later
• 30:20
  they
• 30:20
  would
• 30:20
  change
• 30:20
  all
• 30:21
  of
• 30:21
  the
• 30:21
  buttons
• 30:21
  around
• 30:21
  and
• 30:22
  then
• 30:22
  I'd
• 30:22
  have
• 30:22
  to
• 30:22
  go
• 30:22
  in
• 30:22
  and
• 30:22
  record
• 30:23
  the
• 30:23
  videos
• 30:23
  again
• 30:23
  and
• 30:24
  try
• 30:24
  and
• 30:24
  tell
• 30:24
  everyone,
• 30:24
  like,
• 30:25
  what's
• 30:25
  the
• 30:25
  new
• 30:25
  videos?
• 30:25
  So
• 30:26
  what's
• 30:26
  the
• 30:26
  plan?
• 30:26
  Yep.
• 30:27
  So
• 30:27
  if
• 30:27
  anyone
• 30:28
  who
• 30:28
  gets
• 30:28
  a
• 30:28
  kit,
• 30:28
  they
• 30:28
  can,
• 30:29
  they
• 30:29
  can
• 30:30
  purchase
• 30:30
  the
• 30:30
  next
• 30:30
  quarter's
• 30:31
  kit.
• 30:31
  Like
• 30:31
  so
• 30:31
  the
• 30:31
  winter
• 30:32
  kits
• 30:32
  are
• 30:32
  out
• 30:32
  right
• 30:32
  now
• 30:33
  so
• 30:33
  you
• 30:33
  can
• 30:33
  purchase
• 30:33
  the
• 30:33
  next
• 30:34
  quarter's
• 30:34
  kit
• 30:34
  at
• 30:34
  a
• 30:34
  discount.
• 30:35
  And
• 30:35
  what
• 30:35
  we
• 30:35
  do
• 30:36
  is
• 30:36
  we
• 30:36
  let
• 30:36
  folks
• 30:36
  know,
• 30:37
  like,
• 30:37
  hey,
• 30:37
  this
• 30:37
  is
• 30:37
  what's
• 30:38
  different
• 30:38
  in
• 30:38
  the
• 30:38
  ad
• 30:39
  platforms.
• 30:39
  This
• 30:39
  is
• 30:39
  what's
• 30:39
  different
• 30:40
  in
• 30:40
  the
• 30:40
  next
• 30:40
  kit.
• 30:41
  So
• 30:41
  you
• 30:41
  can
• 30:41
  purchase
• 30:41
  it
• 30:42
  if
• 30:42
  you
• 30:42
  want
• 30:42
  to,
• 30:42
  but
• 30:42
  you
• 30:42
  don't
• 30:43
  have
• 30:43
  to
• 30:44
  because
• 30:44
  everyone's
• 30:44
  at
• 30:44
  a
• 30:45
  different
• 30:45
  place.
• 30:45
  Like
• 30:45
  maybe
• 30:45
  it's
• 30:46
  something
• 30:46
  that
• 30:46
  changes
• 30:47
  strategy
• 30:47
  with
• 30:47
  videos
• 30:48
  and
• 30:48
  like
• 30:48
  you're
• 30:48
  good
• 30:48
  with
• 30:48
  that,
• 30:49
  you're
• 30:49
  on
• 30:49
  top
• 30:49
  of
• 30:49
  the
• 30:49
  videos
• 30:50
  and
• 30:50
  you
• 30:50
  don't
• 30:50
  need
• 30:50
  that
• 30:51
  extra
• 30:51
  help
• 30:51
  or
• 30:51
  that
• 30:52
  new
• 30:52
  help.
• 30:52
  So
• 30:53
  basically
• 30:54
  we're
• 30:54
  changing
• 30:55
  in
• 30:55
  every
• 30:55
  new
• 30:55
  quarter's
• 30:56
  kit,
• 30:56
  like
• 30:56
  what's
• 30:57
  changed
• 30:57
  with
• 30:57
  the
• 30:57
  ad
• 30:57
  platforms
• 30:58
  and
• 30:58
  giving
• 30:58
  people
• 30:58
  the
• 30:59
  option
• 30:59
  to
• 30:59
  upgrade
• 31:00
  at
• 31:00
  a
• 31:00
  discount
• 31:00
  account
• 31:00
  if
• 31:01
  they
• 31:01
  want
• 31:01
  to,
• 31:01
  but
• 31:02
  being
• 31:02
  very
• 31:02
  clear
• 31:02
  with
• 31:03
  them
• 31:03
  too,
• 31:03
  like
• 31:03
  this
• 31:04
  is
• 31:04
  what's
• 31:04
  different
• 31:04
  and
• 31:04
  if
• 31:04
  you
• 31:05
  don't
• 31:05
  need
• 31:05
  it,
• 31:05
  you
• 31:05
  don't
• 31:05
  have
• 31:05
  to
• 31:06
  buy
• 31:06
  it.
• 31:06
  We
• 31:06
  just
• 31:07
  want
• 31:07
  to
• 31:07
  meet
• 31:07
  people
• 31:07
  where
• 31:08
  they're
• 31:08
  at
• 31:08
  and
• 31:08
  make
• 31:09
  sure
• 31:09
  that
• 31:09
  people
• 31:09
  have
• 31:09
  the
• 31:09
  tool
• 31:10
  if
• 31:10
  they
• 31:10
  want
• 31:10
  it.
• 31:11
  Amazing.
• 31:11
  So
• 31:12
  these
• 31:12
  kits
• 31:12
  then
• 31:13
  talk
• 31:13
  me
• 31:13
  through
• 31:15
  what
• 31:15
  they
• 31:15
  actually
• 31:15
  include.
• 31:16
  So
• 31:16
  I
• 31:17
  know
• 31:17
  that
• 31:17
  there's
• 31:17
  three
• 31:17
  different
• 31:18
  ones.
• 31:18
  There's
• 31:18
  one
• 31:18
  for
• 31:18
  TikTok,
• 31:19
  there's
• 31:19
  one
• 31:19
  for
• 31:19
  Meta,
• 31:19
  there's
• 31:20
  one
• 31:20
  for
• 31:20
  Google.
• 31:21
  Are
• 31:21
  you
• 31:21
  just
• 31:22
  teaching
• 31:22
  me
• 31:22
  the
• 31:23
  technicalities,
• 31:24
  what
• 31:24
  buttons
• 31:24
  to
• 31:24
  push,
• 31:25
  or
• 31:25
  are
• 31:25
  you
• 31:26
  teaching
• 31:26
  me
• 31:26
  the
• 31:26
  overall
• 31:27
  strategy
• 31:28
  or
• 31:28
  both?
• 31:29
  Both.
• 31:29
  One
• 31:29
  thing
• 31:29
  that
• 31:30
  people
• 31:30
  find
• 31:30
  surprising
• 31:30
  when
• 31:31
  they
• 31:31
  dig
• 31:31
  into
• 31:31
  the
• 31:31
  kit
• 31:31
  at
• 31:32
  the
• 31:32
  very
• 31:32
  beginning
• 31:32
  is
• 31:32
  we
• 31:33
  actually
• 31:33
  have
• 31:33
  checklists
• 31:34
  for
• 31:34
  your
• 31:34
  website,
• 31:35
  checklists
• 31:35
  for
• 31:35
  your
• 31:35
  Google
• 31:36
  Business
• 31:36
  profile,
• 31:36
  checklist
• 31:37
  for
• 31:37
  your
• 31:37
  Instagram
• 31:38
  account,
• 31:38
  and
• 31:38
  there's
• 31:39
  about
• 31:40
  maybe
• 31:40
  six
• 31:40
  or
• 31:41
  seven
• 31:41
  of
• 31:41
  those
• 31:41
  I
• 31:41
  think
• 31:41
  that
• 31:42
  are.
• 31:42
  That
• 31:43
  you
• 31:43
  have
• 31:43
  to
• 31:43
  do
• 31:43
  even
• 31:43
  before
• 31:44
  you
• 31:44
  build
• 31:44
  an
• 31:44
  ads
• 31:44
  campaign.
• 31:45
  Because
• 31:45
  if
• 31:45
  you're
• 31:46
  building
• 31:46
  an
• 31:46
  ads
• 31:46
  campaign
• 31:47
  but
• 31:47
  your
• 31:47
  website
• 31:47
  sucks
• 31:48
  and
• 31:48
  you're
• 31:48
  paying
• 31:48
  all
• 31:48
  this
• 31:48
  money
• 31:49
  to
• 31:49
  drive
• 31:49
  traffic
• 31:49
  to
• 31:49
  your
• 31:49
  website,
• 31:50
  your
• 31:50
  ads
• 31:51
  aren't
• 31:51
  going
• 31:51
  to
• 31:51
  work.
• 31:52
  So
• 31:52
  there
• 31:52
  is
• 31:52
  a
• 31:53
  shit
• 31:53
  ton
• 31:54
  of
• 31:54
  strategy
• 31:54
  in
• 31:54
  there
• 31:55
  which
• 31:55
  is
• 31:55
  related
• 31:56
  to
• 31:56
  everything
• 31:56
  that
• 31:56
  touches
• 31:57
  your
• 31:57
  ad
• 31:57
  campaign
• 31:57
  campaign.
• 31:58
  And
• 31:58
  then
• 31:58
  strategy
• 31:59
  about
• 31:59
  how
• 31:59
  to
• 31:59
  create
• 32:00
  a
• 32:00
  great
• 32:00
  ad
• 32:00
  too
• 32:01
  and
• 32:01
  then
• 32:02
  how
• 32:02
  to
• 32:02
  videos
• 32:03
  for
• 32:03
  the
• 32:03
  button
• 32:03
  pushing
• 32:04
  bit
• 32:04
  that
• 32:04
  walk
• 32:04
  you
• 32:05
  through.
• 32:05
  Hey,
• 32:05
  this
• 32:05
  is
• 32:05
  the.
• 32:06
  This
• 32:06
  is
• 32:07
  the
• 32:07
  option
• 32:07
  you
• 32:07
  should
• 32:07
  select
• 32:08
  and
• 32:08
  why
• 32:08
  you
• 32:08
  should
• 32:08
  choose
• 32:09
  that.
• 32:09
  This
• 32:09
  is
• 32:10
  what
• 32:10
  you
• 32:10
  should
• 32:10
  ignore
• 32:10
  because
• 32:11
  there's
• 32:11
  a
• 32:11
  million
• 32:11
  buttons,
• 32:12
  especially
• 32:12
  in
• 32:12
  meta
• 32:12
  ads.
• 32:13
  It's
• 32:13
  like
• 32:13
  fascinatingly
• 32:14
  overwhelming.
• 32:15
  So
• 32:15
  both
• 32:16
  strategy
• 32:16
  and
• 32:17
  checklists
• 32:17
  and
• 32:17
  like
• 32:18
  step
• 32:18
  by
• 32:18
  step
• 32:18
  guidance.
• 32:19
  Okay,
• 32:19
  and
• 32:19
  how
• 32:20
  techy
• 32:20
  do
• 32:21
  I
• 32:21
  have
• 32:21
  to
• 32:21
  be?
• 32:21
  Because
• 32:21
  I
• 32:22
  know
• 32:22
  there's
• 32:22
  a
• 32:22
  range
• 32:22
  of
• 32:22
  people
• 32:23
  that
• 32:23
  listen
• 32:23
  to
• 32:23
  this
• 32:23
  podcast.
• 32:24
  Some
• 32:24
  people
• 32:25
  who
• 32:25
  would
• 32:25
  struggle
• 32:26
  even
• 32:26
  to
• 32:27
  edit
• 32:27
  a
• 32:27
  TikTok,
• 32:28
  other
• 32:28
  people
• 32:28
  that
• 32:29
  feel
• 32:29
  like
• 32:29
  they're
• 32:29
  super
• 32:30
  techy.
• 32:30
  Do
• 32:31
  we
• 32:31
  have
• 32:31
  to
• 32:31
  be
• 32:31
  technically
• 32:32
  minded
• 32:32
  to
• 32:33
  understand
• 32:33
  or
• 32:33
  can
• 32:34
  anyone
• 32:34
  follow
• 32:34
  it?
• 32:34
  Could
• 32:35
  my
• 32:35
  kids
• 32:35
  follow
• 32:35
  it
• 32:35
  and
• 32:35
  understand
• 32:36
  it?
• 32:36
  I
• 32:36
  love
• 32:37
  that.
• 32:37
  Thank
• 32:37
  you
• 32:37
  so
• 32:37
  much
• 32:37
  for
• 32:37
  asking
• 32:38
  this
• 32:38
  literally
• 32:38
  Anyone
• 32:39
  can
• 32:39
  follow
• 32:39
  it
• 32:39
  because
• 32:40
  the
• 32:41
  difficult
• 32:41
  bits
• 32:42
  and
• 32:42
  the
• 32:42
  confusing
• 32:42
  bits
• 32:43
  are
• 32:43
  videos
• 32:43
  that
• 32:43
  you
• 32:44
  could
• 32:44
  literally
• 32:44
  watch
• 32:44
  twice
• 32:45
  and
• 32:45
  it's
• 32:45
  literally
• 32:45
  showing
• 32:46
  you,
• 32:46
  like,
• 32:46
  you
• 32:46
  should
• 32:46
  check
• 32:47
  this
• 32:47
  box
• 32:48
  and
• 32:48
  like,
• 32:49
  it's
• 32:49
  gonna.
• 32:49
  You
• 32:49
  have
• 32:50
  trust
• 32:50
  us
• 32:50
  because
• 32:50
  we
• 32:50
  know
• 32:51
  what
• 32:51
  we're
• 32:51
  doing.
• 32:51
  We
• 32:51
  manage
• 32:51
  $30
• 32:52
  million
• 32:52
  a
• 32:52
  year
• 32:53
  in
• 32:53
  paid
• 32:53
  advertising
• 32:53
  for
• 32:53
  wedding
• 32:54
  businesses.
• 32:54
  So
• 32:54
  just
• 32:55
  check
• 32:55
  that
• 32:55
  box.
• 32:55
  And
• 32:56
  so
• 32:56
  you
• 32:56
  don't
• 32:56
  have
• 32:57
  to
• 32:57
  be
• 32:57
  techie.
• 32:57
  You
• 32:57
  don't
• 32:58
  have
• 32:58
  to
• 32:58
  like,
• 32:59
  take
• 32:59
  a
• 32:59
  ton
• 32:59
  of
• 32:59
  brain
• 33:00
  space.
• 33:00
  It
• 33:01
  does
• 33:01
  take
• 33:01
  time,
• 33:01
  though.
• 33:02
  I
• 33:02
  think
• 33:02
  that's
• 33:02
  the
• 33:02
  thing
• 33:03
  where
• 33:03
  people,
• 33:04
  what
• 33:04
  people
• 33:04
  should
• 33:04
  know
• 33:05
  is,
• 33:05
  like,
• 33:05
  it's
• 33:05
  going
• 33:06
  to
• 33:06
  take
• 33:06
  time
• 33:06
  for
• 33:06
  you
• 33:06
  to
• 33:07
  like,
• 33:07
  go
• 33:07
  through
• 33:07
  your
• 33:07
  website
• 33:07
  and
• 33:08
  maybe
• 33:08
  make
• 33:08
  some
• 33:08
  changes
• 33:08
  there,
• 33:09
  go
• 33:09
  through
• 33:09
  your
• 33:09
  Instagram
• 33:09
  account,
• 33:10
  make
• 33:10
  some
• 33:10
  changes
• 33:10
  there,
• 33:11
  watch
• 33:11
  the
• 33:11
  videos
• 33:12
  and
• 33:12
  build
• 33:12
  your
• 33:12
  campaign
• 33:13
  step
• 33:13
  by
• 33:13
  step.
• 33:13
  So
• 33:14
  I
• 33:14
  think
• 33:14
  the
• 33:14
  techie
• 33:14
  bit
• 33:15
  is
• 33:15
  not
• 33:15
  a
• 33:15
  concern,
• 33:16
  but
• 33:16
  the
• 33:16
  time
• 33:16
  is
• 33:17
  a
• 33:17
  concern.
• 33:17
  And
• 33:17
  that's
• 33:18
  the
• 33:18
  trade
• 33:18
  off.
• 33:18
  You
• 33:18
  know,
• 33:18
  you
• 33:19
  pay
• 33:19
  for
• 33:19
  someone
• 33:19
  to
• 33:19
  do
• 33:19
  it
• 33:20
  for
• 33:20
  you,
• 33:20
  you
• 33:20
  save
• 33:20
  your
• 33:21
  time,
• 33:21
  you
• 33:21
  do
• 33:21
  it
• 33:22
  yourself,
• 33:22
  you
• 33:22
  spend
• 33:22
  your
• 33:23
  time
• 33:23
  and
• 33:23
  that's
• 33:23
  okay
• 33:23
  either
• 33:24
  way.
• 33:24
  Yeah,
• 33:24
  absolutely.
• 33:25
  And
• 33:25
  I
• 33:25
  think
• 33:25
  that
• 33:25
  is
• 33:26
  an
• 33:26
  important
• 33:26
  point
• 33:26
  to
• 33:26
  make
• 33:27
  because
• 33:27
  you
• 33:28
  to
• 33:28
  know
• 33:28
  this
• 33:28
  is
• 33:28
  a
• 33:28
  strategy
• 33:29
  that
• 33:29
  you
• 33:29
  want
• 33:29
  to
• 33:29
  be
• 33:29
  serious
• 33:30
  about
• 33:30
  this
• 33:30
  year.
• 33:31
  And
• 33:31
  if
• 33:31
  you
• 33:31
  do,
• 33:31
  then
• 33:32
  invest
• 33:32
  in
• 33:32
  learning
• 33:32
  how
• 33:33
  to
• 33:33
  do
• 33:33
  it
• 33:33
  properly.
• 33:33
  Don't
• 33:34
  just
• 33:34
  go
• 33:34
  on
• 33:34
  a
• 33:34
  whim.
• 33:35
  Oh,
• 33:35
  yeah,
• 33:35
  I
• 33:35
  should
• 33:35
  just
• 33:35
  try
• 33:36
  some
• 33:36
  Google
• 33:36
  Ads.
• 33:37
  Because
• 33:37
  you'll
• 33:38
  be
• 33:38
  surprised
• 33:38
  then
• 33:38
  that
• 33:39
  it
• 33:39
  actually
• 33:39
  takes
• 33:39
  time
• 33:39
  and
• 33:40
  energy
• 33:40
  to
• 33:40
  put
• 33:40
  into
• 33:41
  it.
• 33:41
  But,
• 33:41
  you
• 33:41
  know,
• 33:41
  we're
• 33:42
  at
• 33:42
  the
• 33:42
  start
• 33:42
  of
• 33:42
  a
• 33:42
  year
• 33:43
  podcast.
• 33:43
  A
• 33:43
  couple
• 33:44
  of
• 33:44
  weeks
• 33:44
  ago,
• 33:44
  I
• 33:44
  was
• 33:44
  encouraging
• 33:45
  people
• 33:45
  to
• 33:45
  think
• 33:45
  about
• 33:45
  the
• 33:46
  pillars
• 33:46
  that
• 33:46
  they
• 33:46
  want
• 33:46
  to
• 33:46
  focus
• 33:47
  on
• 33:47
  for
• 33:47
  their
• 33:47
  marketing
• 33:47
  this
• 33:48
  year.
• 33:48
  If
• 33:48
  paid
• 33:49
  advertising
• 33:49
  is
• 33:50
  part
• 33:50
  of
• 33:50
  that
• 33:50
  and
• 33:50
  you
• 33:50
  don't
• 33:51
  understand
• 33:51
  it,
• 33:51
  this
• 33:52
  is
• 33:52
  a
• 33:52
  great
• 33:52
  place
• 33:53
  for
• 33:53
  them
• 33:53
  to
• 33:53
  start.
• 33:54
  So
• 33:54
  we
• 33:54
  don't
• 33:54
  have
• 33:54
  to
• 33:55
  be
• 33:55
  too
• 33:55
  techy.
• 33:55
  We
• 33:56
  can
• 33:56
  follow
• 33:56
  it
• 33:56
  step
• 33:57
  by
• 33:57
  step.
• 33:57
  Step.
• 33:58
  Does
• 33:58
  it
• 33:58
  advise
• 33:58
  us
• 33:59
  or
• 33:59
  not
• 34:00
  on
• 34:00
  how
• 34:00
  much
• 34:00
  budget
• 34:01
  to
• 34:01
  put
• 34:01
  behind
• 34:01
  campaigns?
• 34:02
  How
• 34:02
  are
• 34:02
  we
• 34:02
  working
• 34:03
  out
• 34:03
  what
• 34:03
  to
• 34:03
  spend?
• 34:04
  It
• 34:04
  does.
• 34:04
  So
• 34:04
  there's
• 34:05
  a
• 34:05
  general,
• 34:05
  general
• 34:06
  advising.
• 34:07
  And
• 34:07
  the
• 34:07
  trick
• 34:07
  with
• 34:07
  the
• 34:08
  budget
• 34:08
  is
• 34:08
  this
• 34:08
  is
• 34:09
  like
• 34:09
  wherever
• 34:09
  your
• 34:09
  business
• 34:10
  is
• 34:10
  at,
• 34:10
  you
• 34:11
  want
• 34:11
  to
• 34:11
  probably
• 34:11
  want
• 34:11
  to
• 34:11
  reach
• 34:12
  couples
• 34:12
  in
• 34:12
  a
• 34:12
  certain
• 34:12
  radius
• 34:13
  of
• 34:13
  your
• 34:13
  business.
• 34:14
  If
• 34:14
  you're
• 34:14
  a
• 34:15
  wedding
• 34:15
  business
• 34:16
  in
• 34:16
  New
• 34:16
  York
• 34:16
  City,
• 34:17
  like,
• 34:17
  one
• 34:17
  mile
• 34:18
  radius
• 34:18
  is
• 34:18
  a
• 34:18
  really
• 34:18
  wild
• 34:19
  amount
• 34:19
  of
• 34:19
  people.
• 34:20
  But
• 34:20
  if
• 34:20
  you're
• 34:20
  out
• 34:20
  in
• 34:20
  the
• 34:20
  country,
• 34:21
  one
• 34:21
  mile
• 34:21
  is
• 34:21
  not
• 34:21
  enough.
• 34:22
  So
• 34:22
  the
• 34:22
  tricky
• 34:22
  part
• 34:23
  about
• 34:23
  budget
• 34:23
  is
• 34:23
  that
• 34:24
  there's
• 34:24
  no
• 34:24
  way
• 34:24
  to
• 34:24
  determine
• 34:25
  for
• 34:25
  every
• 34:25
  single
• 34:25
  business
• 34:26
  who's
• 34:26
  looking
• 34:26
  at
• 34:26
  the
• 34:26
  kit,
• 34:27
  like,
• 34:27
  how
• 34:27
  many
• 34:28
  couples
• 34:28
  exist
• 34:28
  in
• 34:29
  whatever
• 34:29
  radius
• 34:29
  they
• 34:30
  want
• 34:30
  around
• 34:30
  their
• 34:30
  business.
• 34:31
  So
• 34:31
  there's
• 34:31
  some
• 34:31
  minimum
• 34:32
  budgets
• 34:32
  that
• 34:32
  we
• 34:32
  recommend,
• 34:33
  and
• 34:33
  I
• 34:33
  can
• 34:34
  actually
• 34:34
  share
• 34:34
  that
• 34:34
  here
• 34:34
  is
• 34:35
  like,
• 34:35
  if
• 34:35
  you're
• 34:35
  going
• 34:35
  to
• 34:35
  start
• 34:36
  Google
• 34:36
  Ads
• 34:36
  or
• 34:36
  Meta
• 34:37
  ads,
• 34:37
  spend
• 34:37
  about
• 34:38
  $500
• 34:38
  per
• 34:38
  month.
• 34:39
  Don't
• 34:40
  go
• 34:40
  any
• 34:40
  lower
• 34:40
  than
• 34:40
  that.
• 34:41
  And
• 34:41
  one
• 34:41
  of
• 34:41
  the
• 34:41
  reasons
• 34:41
  is
• 34:42
  because
• 34:42
  you
• 34:42
  need
• 34:42
  to
• 34:42
  make
• 34:43
  sure
• 34:43
  that
• 34:43
  couples
• 34:43
  see
• 34:43
  your
• 34:43
  ads
• 34:44
  multiple
• 34:44
  times.
• 34:45
  If
• 34:45
  they
• 34:45
  just
• 34:45
  see
• 34:45
  it
• 34:46
  once
• 34:46
  and
• 34:46
  Meta
• 34:47
  charges
• 34:47
  you
• 34:47
  for
• 34:47
  that,
• 34:47
  and
• 34:48
  you're
• 34:48
  like,
• 34:48
  it
• 34:48
  doesn't
• 34:49
  work.
• 34:49
  It
• 34:49
  doesn't
• 34:50
  align
• 34:50
  with
• 34:50
  how
• 34:50
  couple
• 34:51
  shop.
• 34:51
  We
• 34:51
  talked
• 34:52
  about
• 34:52
  this
• 34:52
  sort
• 34:52
  of
• 34:52
  in
• 34:52
  the
• 34:52
  beginning
• 34:53
  of
• 34:53
  this
• 34:53
  episode
• 34:53
  was
• 34:53
  like
• 34:54
  multiple
• 34:54
  times,
• 34:54
  multiple
• 34:55
  places.
• 34:55
  And
• 34:56
  the
• 34:56
  budget
• 34:56
  number
• 34:56
  plays
• 34:57
  into
• 34:57
  that.
• 34:57
  So
• 34:57
  you
• 34:57
  need
• 34:57
  to
• 34:57
  be
• 34:58
  seeing
• 34:58
  them
• 34:58
  multiple
• 34:58
  times.
• 34:59
  You
• 34:59
  need
• 34:59
  to
• 34:59
  be
• 34:59
  seen
• 34:59
  multiple
• 35:00
  times
• 35:00
  in
• 35:00
  multiple
• 35:01
  places.
• 35:01
  And
• 35:01
  a
• 35:02
  budget
• 35:02
  of
• 35:02
  about
• 35:02
  500amonth
• 35:03
  per
• 35:03
  ad
• 35:04
  platform
• 35:04
  is
• 35:04
  a
• 35:04
  really
• 35:05
  great
• 35:05
  place
• 35:05
  for
• 35:05
  most
• 35:05
  businesses
• 35:06
  to
• 35:06
  start.
• 35:08
  And
• 35:08
  then
• 35:09
  there
• 35:09
  are
• 35:09
  tools
• 35:10
  which
• 35:10
  you
• 35:10
  will
• 35:10
  see
• 35:11
  in
• 35:11
  the
• 35:11
  DIY
• 35:11
  kits.
• 35:13
  When
• 35:13
  you're
• 35:13
  building
• 35:13
  your
• 35:14
  audience
• 35:14
  per
• 35:14
  se
• 35:15
  on
• 35:15
  Meta,
• 35:16
  it
• 35:16
  shows
• 35:16
  you
• 35:16
  how
• 35:16
  big
• 35:17
  the
• 35:17
  audience
• 35:17
  is.
• 35:18
  And
• 35:18
  so
• 35:19
  without
• 35:19
  going
• 35:19
  too
• 35:20
  deep
• 35:20
  into
• 35:20
  the
• 35:20
  weeds,
• 35:20
  it
• 35:21
  gives
• 35:21
  you
• 35:21
  general
• 35:22
  advice.
• 35:22
  But
• 35:23
  you
• 35:23
  do
• 35:23
  need
• 35:23
  to
• 35:23
  do
• 35:23
  a
• 35:24
  little
• 35:24
  bit
• 35:24
  of
• 35:24
  homework
• 35:24
  to
• 35:24
  find
• 35:25
  out
• 35:25
  what's
• 35:25
  the
• 35:25
  right
• 35:26
  radius
• 35:26
  for
• 35:26
  my
• 35:26
  business.
• 35:27
  Okay,
• 35:27
  that
• 35:27
  makes
• 35:27
  perfect
• 35:28
  sense.
• 35:28
  Sense.
• 35:28
  Can
• 35:29
  people
• 35:29
  have
• 35:29
  a
• 35:30
  lower
• 35:30
  advertising
• 35:31
  budget
• 35:31
  than
• 35:31
  that,
• 35:32
  or
• 35:32
  do
• 35:32
  you
• 35:32
  think
• 35:32
  they
• 35:33
  have
• 35:33
  to
• 35:33
  start
• 35:33
  with
• 35:33
  that
• 35:34
  £500?
• 35:34
  I'm
• 35:35
  really
• 35:35
  glad
• 35:35
  you
• 35:35
  asked
• 35:35
  that.
• 35:35
  And
• 35:36
  people
• 35:36
  ask
• 35:36
  me
• 35:36
  that
• 35:36
  every
• 35:36
  single
• 35:37
  day.
• 35:37
  And
• 35:37
  the
• 35:37
  true
• 35:37
  answer
• 35:38
  is
• 35:38
  you
• 35:38
  really
• 35:38
  shouldn't
• 35:39
  have
• 35:39
  a
• 35:39
  lower
• 35:39
  advertising
• 35:40
  budget
• 35:40
  than
• 35:40
  that
• 35:41
  because
• 35:41
  you're
• 35:42
  going
• 35:42
  to
• 35:42
  be
• 35:42
  spending
• 35:42
  money.
• 35:43
  Couples
• 35:43
  will.
• 35:44
  Some
• 35:44
  couples
• 35:44
  will
• 35:44
  see
• 35:45
  your
• 35:45
  ads,
• 35:45
  but
• 35:45
  they
• 35:45
  won't
• 35:45
  see
• 35:45
  them
• 35:46
  with
• 35:46
  the.
• 35:47
  The
• 35:47
  frequency
• 35:48
  they
• 35:48
  need
• 35:48
  to
• 35:48
  see
• 35:48
  your
• 35:48
  ads.
• 35:49
  And.
• 35:50
  And
• 35:50
  that
• 35:50
  will
• 35:50
  make
• 35:51
  you
• 35:51
  think
• 35:51
  it
• 35:51
  doesn't
• 35:52
  work
• 35:52
  because
• 35:53
  sometimes
• 35:53
  they
• 35:53
  have
• 35:53
  to
• 35:53
  see
• 35:54
  your
• 35:54
  ad
• 35:54
  seven
• 35:55
  times
• 35:55
  before
• 35:55
  they
• 35:55
  click
• 35:56
  on
• 35:56
  it
• 35:56
  and
• 35:56
  actually
• 35:56
  take
• 35:57
  action.
• 35:57
  But
• 35:57
  if
• 35:57
  you're
• 35:58
  only
• 35:58
  spending
• 35:58
  $200
• 35:59
  a
• 35:59
  month.
• 35:59
  Month.
• 35:59
  And
• 35:59
  that
• 36:00
  couple
• 36:00
  only
• 36:00
  sees
• 36:00
  your
• 36:01
  ad
• 36:01
  twice,
• 36:01
  Meta
• 36:02
  still
• 36:02
  charges
• 36:02
  you
• 36:02
  and
• 36:02
  takes
• 36:03
  your
• 36:03
  $200.
• 36:04
  And
• 36:04
  unfortunately,
• 36:05
  you're
• 36:05
  going
• 36:05
  to
• 36:05
  be
• 36:05
  like,
• 36:05
  ugh,
• 36:06
  it's
• 36:06
  just
• 36:06
  not
• 36:06
  working.
• 36:07
  But
• 36:07
  it's
• 36:07
  just
• 36:07
  a
• 36:07
  matter
• 36:08
  of
• 36:08
  meeting
• 36:09
  the
• 36:09
  human
• 36:10
  with
• 36:10
  the
• 36:10
  experience
• 36:10
  that
• 36:11
  they
• 36:11
  need.
• 36:11
  And
• 36:11
  unfortunately,
• 36:12
  or
• 36:13
  fortunately,
• 36:13
  it
• 36:14
  costs
• 36:14
  a
• 36:14
  little
• 36:14
  bit
• 36:14
  of
• 36:14
  money
• 36:14
  to
• 36:15
  do
• 36:15
  that.
• 36:15
  Okay,
• 36:15
  that
• 36:16
  brings
• 36:16
  me
• 36:16
  on
• 36:16
  to
• 36:16
  my
• 36:16
  question
• 36:17
  about
• 36:17
  return
• 36:18
  on
• 36:18
  investment.
• 36:19
  So
• 36:19
  we
• 36:19
  decide
• 36:20
  we're
• 36:20
  gonna
• 36:20
  go
• 36:21
  all
• 36:21
  in.
• 36:21
  We're
• 36:22
  gonna
• 36:22
  get
• 36:22
  our
• 36:22
  DIY
• 36:22
  advertising
• 36:23
  kit.
• 36:23
  We're
• 36:23
  gonna
• 36:23
  put
• 36:24
  some
• 36:24
  ad
• 36:24
  spend
• 36:25
  behind
• 36:25
  it.
• 36:25
  We're
• 36:26
  going
• 36:26
  to
• 36:26
  run
• 36:26
  it
• 36:26
  for
• 36:26
  maybe
• 36:27
  three
• 36:27
  months.
• 36:28
  How
• 36:28
  are
• 36:28
  we
• 36:28
  then
• 36:28
  measuring
• 36:29
  whether
• 36:30
  or
• 36:30
  not
• 36:30
  that's
• 36:30
  worked?
• 36:31
  How
• 36:31
  are
• 36:31
  we
• 36:31
  getting
• 36:31
  our
• 36:32
  return
• 36:32
  on
• 36:32
  investment
• 36:33
  and
• 36:33
  understanding
• 36:34
  whether
• 36:34
  the
• 36:34
  paid
• 36:35
  ads
• 36:35
  are
• 36:35
  Working
• 36:35
  for
• 36:35
  us.
• 36:36
  There
• 36:36
  are
• 36:36
  two
• 36:37
  ways
• 36:37
  to
• 36:37
  do
• 36:37
  that.
• 36:37
  One
• 36:38
  is
• 36:38
  by
• 36:38
  measuring
• 36:39
  conversions
• 36:39
  and
• 36:40
  placing
• 36:40
  code
• 36:40
  on
• 36:40
  your
• 36:41
  website.
• 36:41
  And
• 36:41
  there's
• 36:41
  also
• 36:42
  instructions
• 36:42
  in
• 36:42
  the
• 36:42
  kit
• 36:42
  and
• 36:43
  I
• 36:43
  promise
• 36:43
  I'm
• 36:44
  talking
• 36:44
  about
• 36:44
  the
• 36:44
  kit
• 36:44
  in
• 36:45
  a
• 36:45
  second,
• 36:45
  but
• 36:45
  there's
• 36:45
  instructions
• 36:46
  in
• 36:46
  the
• 36:46
  kit
• 36:46
  for
• 36:47
  how
• 36:47
  to
• 36:47
  do
• 36:47
  that,
• 36:47
  how
• 36:47
  to
• 36:47
  set
• 36:48
  up
• 36:48
  your
• 36:48
  conversion
• 36:48
  tracking
• 36:49
  so
• 36:49
  you
• 36:49
  can
• 36:49
  see
• 36:50
  what
• 36:50
  are
• 36:50
  people
• 36:50
  doing
• 36:51
  after
• 36:51
  they
• 36:51
  click
• 36:51
  on
• 36:51
  your
• 36:52
  ad
• 36:52
  on
• 36:52
  your
• 36:52
  website?
• 36:52
  Are
• 36:53
  they
• 36:53
  filling
• 36:53
  out
• 36:53
  the
• 36:53
  form?
• 36:53
  Are
• 36:54
  they
• 36:54
  clicking
• 36:54
  to
• 36:54
  text
• 36:55
  you?
• 36:55
  And
• 36:55
  measuring
• 36:56
  that?
• 36:56
  That
• 36:57
  those
• 36:57
  leads
• 36:58
  gives
• 36:58
  you
• 36:58
  an
• 36:58
  idea
• 36:59
  of
• 36:59
  like,
• 36:59
  oh,
• 36:59
  okay,
• 36:59
  this
• 37:00
  is
• 37:00
  good.
• 37:00
  I
• 37:00
  got
• 37:00
  so
• 37:00
  many
• 37:01
  leads
• 37:01
  for
• 37:01
  this
• 37:01
  many
• 37:01
  dollars
• 37:02
  that
• 37:02
  I
• 37:02
  spent.
• 37:03
  But
• 37:04
  one
• 37:05
  thing
• 37:05
  that's
• 37:05
  tricky
• 37:05
  is
• 37:06
  that
• 37:06
  like
• 37:06
  we
• 37:07
  said,
• 37:07
  not
• 37:07
  everyone's
• 37:07
  going
• 37:07
  to
• 37:07
  click
• 37:08
  on
• 37:08
  an
• 37:08
  ad
• 37:08
  and
• 37:08
  fill
• 37:08
  out
• 37:08
  a
• 37:08
  form.
• 37:09
  And
• 37:09
  there's
• 37:09
  also
• 37:09
  a
• 37:09
  lot
• 37:10
  of
• 37:10
  privacy
• 37:10
  issues
• 37:11
  that
• 37:11
  exist,
• 37:12
  especially
• 37:12
  in
• 37:13
  the
• 37:13
  UK
• 37:14
  and
• 37:14
  in
• 37:14
  the
• 37:14
  United
• 37:14
  States.
• 37:15
  There's
• 37:15
  more.
• 37:15
  There's
• 37:15
  privacy
• 37:16
  issues
• 37:16
  that
• 37:16
  are
• 37:16
  growing
• 37:16
  here,
• 37:16
  which
• 37:17
  are
• 37:17
  good
• 37:17
  because
• 37:17
  privacy
• 37:18
  is
• 37:18
  really
• 37:18
  important.
• 37:19
  But
• 37:19
  tracking
• 37:19
  isn't
• 37:20
  always
• 37:20
  perfect
• 37:20
  because
• 37:21
  sometimes
• 37:21
  people
• 37:21
  have
• 37:21
  privacy
• 37:22
  settings
• 37:22
  on
• 37:22
  their
• 37:22
  device
• 37:23
  that
• 37:23
  don't
• 37:23
  allow
• 37:23
  them
• 37:23
  to
• 37:24
  be
• 37:24
  tracked.
• 37:24
  So
• 37:25
  for
• 37:25
  most
• 37:25
  wedding
• 37:25
  businesses,
• 37:26
  you're
• 37:26
  going
• 37:26
  to
• 37:26
  run
• 37:26
  ads
• 37:27
  for
• 37:27
  three
• 37:27
  months,
• 37:28
  six
• 37:28
  months,
• 37:28
  a
• 37:29
  year
• 37:29
  if
• 37:29
  you
• 37:29
  can,
• 37:30
  and
• 37:30
  you're
• 37:30
  going
• 37:30
  to
• 37:30
  look
• 37:31
  at
• 37:31
  your
• 37:31
  business
• 37:31
  and
• 37:31
  you're
• 37:32
  going
• 37:32
  to
• 37:32
  be
• 37:32
  asking
• 37:32
  people,
• 37:32
  when
• 37:33
  you
• 37:33
  talk
• 37:33
  to
• 37:33
  them
• 37:33
  like,
• 37:33
  oh,
• 37:33
  how
• 37:34
  did
• 37:34
  you
• 37:34
  hear
• 37:34
  about
• 37:34
  us?
• 37:34
  And
• 37:34
  they're
• 37:35
  going
• 37:35
  to
• 37:35
  share
• 37:35
  their
• 37:35
  story
• 37:35
  of
• 37:35
  how
• 37:36
  they
• 37:36
  heard
• 37:36
  about
• 37:36
  you.
• 37:36
  They'll
• 37:37
  mention
• 37:37
  the
• 37:37
  ad
• 37:37
  campaigns
• 37:38
  a
• 37:38
  lot
• 37:38
  of
• 37:38
  the
• 37:38
  times.
• 37:39
  And
• 37:39
  you'll
• 37:40
  also
• 37:40
  see,
• 37:40
  you'll
• 37:40
  see
• 37:41
  business
• 37:41
  growth
• 37:41
  if
• 37:41
  you
• 37:42
  advertise
• 37:42
  consistency
• 37:43
  without
• 37:43
  start
• 37:43
  stopping
• 37:44
  and
• 37:45
  being
• 37:45
  consistent
• 37:45
  and
• 37:46
  showing
• 37:46
  what
• 37:46
  makes
• 37:46
  you
• 37:46
  unique.
• 37:47
  There's
• 37:48
  no
• 37:48
  reason
• 37:48
  why
• 37:49
  your
• 37:49
  wedding
• 37:49
  business
• 37:49
  shouldn't
• 37:50
  experience
• 37:50
  between
• 37:51
  20
• 37:51
  to
• 37:51
  60%
• 37:52
  growth
• 37:52
  in
• 37:53
  that
• 37:53
  time
• 37:53
  time
• 37:53
  from
• 37:54
  running
• 37:54
  a
• 37:54
  great
• 37:55
  ad
• 37:55
  campaign.
• 37:56
  That's
• 37:56
  really
• 37:56
  helpful.
• 37:57
  And
• 37:57
  I
• 37:57
  think
• 37:57
  it's
• 37:57
  important
• 37:58
  again
• 37:58
  to
• 37:58
  see
• 37:59
  it
• 37:59
  as
• 37:59
  that
• 37:59
  bigger
• 37:59
  picture
• 38:00
  and
• 38:00
  not
• 38:00
  to
• 38:00
  like
• 38:01
  you
• 38:01
  say,
• 38:01
  because
• 38:01
  the
• 38:02
  thing
• 38:02
  is,
• 38:02
  we've
• 38:02
  all
• 38:02
  done
• 38:03
  it.
• 38:03
  We've
• 38:03
  all
• 38:03
  clicked
• 38:04
  on
• 38:04
  an
• 38:04
  ad
• 38:04
  or
• 38:05
  Google
• 38:05
  Ad
• 38:06
  or
• 38:06
  a
• 38:06
  meta
• 38:06
  ad
• 38:06
  and
• 38:07
  learned
• 38:07
  about
• 38:07
  the
• 38:07
  business
• 38:07
  screenshot
• 38:08
  it,
• 38:08
  I
• 38:09
  do
• 38:09
  that
• 38:09
  all
• 38:09
  the
• 38:09
  time
• 38:10
  and
• 38:10
  then
• 38:10
  come
• 38:10
  back
• 38:10
  to
• 38:10
  it
• 38:11
  on
• 38:11
  a
• 38:11
  different
• 38:11
  device
• 38:11
  on
• 38:12
  a
• 38:12
  different
• 38:12
  day.
• 38:12
  Google
• 38:13
  it,
• 38:13
  find
• 38:13
  it
• 38:13
  on
• 38:13
  TikTok
• 38:14
  and
• 38:14
  then
• 38:15
  maybe
• 38:15
  purchase.
• 38:15
  So
• 38:15
  it's
• 38:16
  not
• 38:16
  always
• 38:16
  this
• 38:16
  kind
• 38:16
  of,
• 38:17
  you
• 38:17
  know,
• 38:17
  as
• 38:18
  we
• 38:18
  said,
• 38:18
  we're
• 38:18
  living
• 38:18
  in
• 38:18
  a
• 38:18
  marketing
• 38:19
  theme
• 38:19
  park
• 38:19
  world.
• 38:19
  It's
• 38:20
  no
• 38:20
  longer
• 38:20
  just
• 38:20
  this
• 38:20
  very
• 38:20
  simple,
• 38:21
  simple
• 38:21
  funnel.
• 38:22
  People
• 38:22
  are
• 38:22
  coming
• 38:23
  at
• 38:23
  it
• 38:23
  from
• 38:23
  all
• 38:24
  over
• 38:24
  the
• 38:24
  place.
• 38:24
  And
• 38:25
  so
• 38:25
  actually
• 38:25
  we
• 38:26
  need
• 38:26
  to
• 38:26
  look
• 38:26
  at
• 38:26
  an
• 38:26
  overall
• 38:27
  picture
• 38:27
  of
• 38:27
  our
• 38:27
  business
• 38:28
  growth.
• 38:28
  And
• 38:29
  okay,
• 38:29
  have
• 38:30
  we
• 38:30
  grown
• 38:30
  this
• 38:30
  year.
• 38:31
  And
• 38:31
  therefore
• 38:32
  has
• 38:32
  the
• 38:32
  adverts
• 38:33
  that
• 38:33
  we
• 38:33
  placed
• 38:34
  played
• 38:34
  into
• 38:34
  that?
• 38:35
  Because
• 38:35
  it's
• 38:35
  no
• 38:35
  coincidence
• 38:36
  if
• 38:36
  we
• 38:36
  started
• 38:36
  them
• 38:37
  on
• 38:37
  this
• 38:37
  date
• 38:37
  and
• 38:37
  then
• 38:38
  we
• 38:38
  started
• 38:38
  to
• 38:38
  see
• 38:39
  the
• 38:39
  business
• 38:40
  trajectory
• 38:40
  go
• 38:41
  up.
• 38:41
  And
• 38:41
  there's
• 38:42
  one
• 38:42
  more
• 38:42
  side
• 38:42
  benefit,
• 38:43
  Becca.
• 38:43
  Like
• 38:43
  a
• 38:44
  lot
• 38:44
  of
• 38:44
  businesses
• 38:44
  that
• 38:44
  have
• 38:45
  really
• 38:45
  good
• 38:45
  referral
• 38:46
  sources,
• 38:47
  referrals
• 38:47
  are
• 38:48
  best.
• 38:48
  Like,
• 38:48
  referrals
• 38:49
  beat
• 38:49
  ads
• 38:50
  all
• 38:50
  day
• 38:50
  long.
• 38:50
  There's
• 38:51
  no
• 38:51
  question
• 38:51
  about
• 38:51
  that.
• 38:51
  Right?
• 38:52
  Like
• 38:52
  a
• 38:52
  warm
• 38:52
  referral
• 38:53
  where
• 38:53
  someone's
• 38:53
  sister
• 38:53
  used
• 38:54
  you
• 38:54
  for
• 38:54
  your
• 38:54
  wedding
• 38:54
  and
• 38:55
  now
• 38:55
  the
• 38:55
  other
• 38:56
  sister's
• 38:56
  back
• 38:56
  to
• 38:56
  get
• 38:56
  married.
• 38:57
  That's
• 38:57
  amazing
• 38:57
  because
• 38:58
  they
• 38:58
  haven't
• 38:58
  experienced
• 38:58
  there
• 38:59
  already.
• 39:00
  Sometimes.
• 39:00
  Actually,
• 39:01
  not
• 39:01
  sometimes,
• 39:02
  nearly
• 39:02
  every
• 39:03
  time.
• 39:03
  If
• 39:03
  you
• 39:03
  have
• 39:03
  a
• 39:04
  really
• 39:04
  good
• 39:04
  ad
• 39:04
  campaign,
• 39:05
  those
• 39:05
  people
• 39:05
  who
• 39:06
  are
• 39:06
  referrals
• 39:07
  also
• 39:07
  see
• 39:07
  your
• 39:07
  ads
• 39:08
  and
• 39:08
  they
• 39:08
  think,
• 39:08
  wow,
• 39:08
  like,
• 39:09
  this
• 39:09
  business
• 39:09
  really
• 39:10
  has
• 39:10
  their
• 39:10
  shit
• 39:10
  together.
• 39:11
  Like,
• 39:11
  I'm
• 39:11
  also
• 39:12
  seeing
• 39:12
  them
• 39:12
  on
• 39:12
  Instagram,
• 39:13
  I'm
• 39:13
  seeing
• 39:13
  them
• 39:13
  on
• 39:14
  TikTok.
• 39:14
  I
• 39:14
  found
• 39:15
  them
• 39:15
  in
• 39:15
  the
• 39:15
  paid
• 39:15
  sponsors
• 39:16
  area
• 39:16
  of
• 39:17
  Google.
• 39:17
  They
• 39:17
  must
• 39:18
  really
• 39:18
  be
• 39:18
  doing
• 39:18
  good
• 39:19
  things.
• 39:19
  There's
• 39:19
  this
• 39:20
  fascinatingly
• 39:22
  amazing
• 39:22
  perception
• 39:23
  that
• 39:23
  people
• 39:23
  have
• 39:24
  when
• 39:24
  they
• 39:24
  see
• 39:24
  that
• 39:24
  your
• 39:24
  business
• 39:25
  is
• 39:25
  advertising
• 39:25
  that
• 39:26
  they
• 39:26
  think
• 39:26
  you're
• 39:26
  doing
• 39:26
  well
• 39:27
  and
• 39:27
  they
• 39:27
  want
• 39:27
  to
• 39:27
  work
• 39:28
  with
• 39:28
  you.
• 39:28
  And
• 39:28
  that's
• 39:29
  really
• 39:29
  cool,
• 39:29
  too.
• 39:29
  And
• 39:29
  also,
• 39:29
  if
• 39:30
  your
• 39:30
  videos
• 39:30
  are
• 39:30
  good,
• 39:31
  it
• 39:31
  helps
• 39:31
  that
• 39:31
  person
• 39:32
  who
• 39:32
  is
• 39:32
  a
• 39:32
  referral
• 39:33
  feel
• 39:33
  even
• 39:33
  more
• 39:33
  comfortable
• 39:34
  about
• 39:34
  booking
• 39:34
  a
• 39:34
  meeting
• 39:34
  with
• 39:35
  you
• 39:35
  or
• 39:35
  a
• 39:35
  tour
• 39:35
  or
• 39:35
  whatever,
• 39:36
  even
• 39:36
  faster.
• 39:37
  Yeah,
• 39:37
  that's
• 39:37
  a
• 39:37
  really
• 39:38
  interesting
• 39:38
  side
• 39:39
  benefit
• 39:39
  for
• 39:39
  sure.
• 39:40
  And
• 39:40
  it's
• 39:40
  right,
• 39:40
  because
• 39:40
  when
• 39:40
  we
• 39:41
  see
• 39:41
  a
• 39:41
  business
• 39:41
  everywhere,
• 39:42
  we
• 39:42
  have
• 39:43
  that
• 39:43
  perception.
• 39:43
  This
• 39:43
  business
• 39:44
  must
• 39:44
  be
• 39:44
  really
• 39:44
  good
• 39:45
  and
• 39:45
  really
• 39:45
  successful
• 39:46
  because
• 39:46
  we're
• 39:46
  seeing
• 39:47
  them
• 39:47
  everywhere.
• 39:48
  And
• 39:48
  something
• 39:48
  in
• 39:48
  our
• 39:49
  human
• 39:49
  psyche
• 39:49
  tells
• 39:50
  us
• 39:50
  that
• 39:50
  that
• 39:50
  is
• 39:51
  the
• 39:51
  case.
• 39:51
  You
• 39:51
  know,
• 39:51
  it's
• 39:52
  funny,
• 39:52
  since
• 39:52
  I've
• 39:53
  upped
• 39:53
  my
• 39:53
  Tick
• 39:53
  tock
• 39:54
  and
• 39:54
  Instagram
• 39:54
  game
• 39:54
  this
• 39:55
  year,
• 39:55
  people
• 39:55
  are
• 39:55
  like,
• 39:55
  we
• 39:56
  can't
• 39:56
  stop
• 39:56
  seeing
• 39:56
  your
• 39:57
  face
• 39:57
  everywhere.
• 39:58
  You
• 39:58
  must
• 39:58
  be
• 39:58
  having
• 39:58
  your
• 39:59
  best
• 39:59
  year
• 39:59
  ever.
• 40:00
  I'm
• 40:00
  like,
• 40:00
  that's
• 40:01
  a
• 40:01
  really
• 40:01
  interesting
• 40:02
  parallel
• 40:03
  that
• 40:03
  you've
• 40:03
  put
• 40:03
  in
• 40:03
  your
• 40:03
  head
• 40:04
  because
• 40:04
  you're
• 40:04
  seeing
• 40:04
  me
• 40:04
  all
• 40:05
  the
• 40:05
  time.
• 40:05
  You're
• 40:05
  making
• 40:06
  the
• 40:06
  assumption
• 40:06
  I'm
• 40:06
  having
• 40:07
  my
• 40:07
  best
• 40:07
  year
• 40:07
  ever,
• 40:08
  but
• 40:08
  you
• 40:08
  don't
• 40:08
  know
• 40:09
  that
• 40:09
  for
• 40:09
  a
• 40:09
  fact.
• 40:09
  You
• 40:10
  just
• 40:10
  think
• 40:10
  it
• 40:10
  because
• 40:11
  I'm
• 40:11
  everywhere
• 40:12
  all
• 40:12
  of
• 40:12
  the
• 40:12
  time.
• 40:12
  So,
• 40:12
  yeah,
• 40:13
  absolutely
• 40:13
  can
• 40:13
  see
• 40:13
  that.
• 40:14
  I
• 40:14
  cannot
• 40:15
  go,
• 40:16
  like,
• 40:16
  away
• 40:16
  from
• 40:16
  this
• 40:17
  part
• 40:17
  of
• 40:17
  the
• 40:17
  conversation
• 40:17
  about
• 40:18
  paid
• 40:18
  ads
• 40:18
  without
• 40:19
  asking
• 40:19
  a
• 40:19
  tiny
• 40:20
  little
• 40:20
  bit
• 40:20
  about
• 40:21
  that
• 40:21
  big
• 40:21
  subject,
• 40:22
  AI.
• 40:23
  Are
• 40:23
  we
• 40:23
  gonna
• 40:23
  see
• 40:24
  AI
• 40:24
  impacting
• 40:25
  the
• 40:25
  success
• 40:25
  of
• 40:26
  our
• 40:26
  paid
• 40:26
  ads?
• 40:27
  Is
• 40:27
  the
• 40:27
  AI
• 40:28
  overview
• 40:29
  on
• 40:29
  Google,
• 40:30
  like,
• 40:30
  impacting
• 40:31
  the
• 40:31
  sponsored
• 40:32
  links
• 40:32
  on
• 40:33
  Google?
• 40:33
  Give
• 40:33
  me
• 40:34
  a
• 40:34
  short
• 40:34
  answer.
• 40:35
  Even
• 40:36
  though
• 40:36
  it's
• 40:36
  a
• 40:36
  huge
• 40:36
  subject
• 40:37
  on
• 40:37
  how
• 40:37
  AI
• 40:38
  is
• 40:38
  impacting
• 40:39
  paid
• 40:39
  ad
• 40:39
  or
• 40:39
  is
• 40:40
  it
• 40:40
  not
• 40:40
  Right
• 40:40
  now
• 40:40
  AI
• 40:41
  impacts.
• 40:41
  Paid
• 40:41
  ads
• 40:42
  because
• 40:42
  of
• 40:42
  the
• 40:42
  algorithms
• 40:43
  we
• 40:43
  talked
• 40:43
  about,
• 40:43
  about
• 40:44
  how
• 40:44
  Meta
• 40:44
  shows
• 40:44
  the
• 40:44
  ads
• 40:45
  to
• 40:45
  the
• 40:45
  right
• 40:45
  person
• 40:45
  at
• 40:45
  the
• 40:46
  right
• 40:46
  time.
• 40:46
  That's
• 40:46
  all
• 40:47
  AI
• 40:47
  fascinating.
• 40:48
  So
• 40:48
  it
• 40:48
  makes
• 40:48
  our
• 40:49
  ads
• 40:49
  perform
• 40:49
  better.
• 40:50
  The
• 40:52
  AI
• 40:53
  search
• 40:53
  result
• 40:54
  on
• 40:54
  Google
• 40:54
  hasn't
• 40:55
  impacted
• 40:56
  paid
• 40:56
  ads
• 40:57
  for
• 40:57
  wedding
• 40:57
  businesses
• 40:58
  yet.
• 40:59
  And
• 41:00
  I
• 41:00
  believe
• 41:00
  this
• 41:00
  is
• 41:01
  part,
• 41:01
  in
• 41:01
  part
• 41:01
  because
• 41:02
  a
• 41:02
  lot
• 41:02
  of
• 41:02
  people
• 41:02
  search
• 41:03
  for
• 41:03
  a
• 41:03
  business
• 41:04
  and
• 41:04
  they
• 41:04
  add
• 41:04
  on
• 41:04
  their
• 41:05
  city
• 41:05
  or
• 41:05
  their
• 41:05
  town
• 41:06
  name
• 41:06
  and
• 41:07
  by
• 41:07
  the
• 41:07
  nature
• 41:07
  of
• 41:07
  that
• 41:08
  search,
• 41:08
  Google
• 41:08
  wants
• 41:09
  to
• 41:09
  show
• 41:09
  them
• 41:09
  the
• 41:09
  map.
• 41:10
  And
• 41:11
  so
• 41:12
  the
• 41:12
  ads
• 41:12
  are
• 41:12
  still
• 41:12
  showing
• 41:13
  and
• 41:13
  doing
• 41:13
  just
• 41:13
  as
• 41:14
  well,
• 41:14
  even
• 41:14
  though
• 41:15
  there
• 41:15
  are
• 41:15
  many,
• 41:15
  you
• 41:16
  know,
• 41:16
  there's
• 41:16
  AI
• 41:17
  summary
• 41:17
  on
• 41:17
  many
• 41:17
  other
• 41:18
  searches.
• 41:18
  It's
• 41:19
  fascinating
• 41:19
  how
• 41:19
  for
• 41:20
  small
• 41:20
  businesses,
• 41:20
  and
• 41:20
  we're
• 41:21
  really
• 41:21
  grateful
• 41:21
  for
• 41:21
  this,
• 41:21
  that
• 41:22
  like
• 41:22
  it
• 41:22
  hasn't
• 41:23
  impacted
• 41:23
  them,
• 41:24
  maybe
• 41:25
  it
• 41:25
  will
• 41:25
  more
• 41:25
  in
• 41:25
  the
• 41:25
  future.
• 41:26
  I
• 41:26
  don't
• 41:26
  know
• 41:26
  how
• 41:27
  Google
• 41:27
  is
• 41:27
  going
• 41:27
  to
• 41:27
  change
• 41:27
  that
• 41:28
  AI
• 41:29
  summary
• 41:29
  if
• 41:29
  it's
• 41:29
  going
• 41:29
  to
• 41:29
  start
• 41:30
  including
• 41:30
  paid
• 41:30
  sponsorships
• 41:31
  in
• 41:31
  the
• 41:31
  summer,
• 41:32
  who
• 41:32
  knows.
• 41:33
  But
• 41:33
  as
• 41:34
  of
• 41:34
  right
• 41:34
  now,
• 41:34
  it's
• 41:35
  looking
• 41:35
  really
• 41:35
  good
• 41:35
  and
• 41:36
  people
• 41:36
  are
• 41:36
  still
• 41:36
  searching
• 41:37
  locally
• 41:38
  and
• 41:38
  they're
• 41:39
  seeing
• 41:39
  the
• 41:40
  business
• 41:40
  on
• 41:40
  Google
• 41:41
  Maps,
• 41:41
  which
• 41:41
  is
• 41:41
  also
• 41:42
  part
• 41:42
  of
• 41:42
  the
• 41:42
  ad
• 41:43
  platform,
• 41:43
  part
• 41:43
  of
• 41:44
  where
• 41:44
  your
• 41:44
  ad
• 41:44
  gets
• 41:44
  promoted.
• 41:45
  So
• 41:45
  it
• 41:45
  works
• 41:45
  well.
• 41:46
  Amazing,
• 41:47
  fascinating
• 41:48
  journey
• 41:49
  into
• 41:49
  paid
• 41:50
  ads.
• 41:50
  Before
• 41:50
  I
• 41:51
  let
• 41:51
  you
• 41:51
  go,
• 41:51
  I
• 41:52
  want
• 41:52
  to
• 41:52
  change
• 41:53
  direction
• 41:53
  entirely
• 41:54
  in
• 41:54
  this
• 41:54
  conversation,
• 41:54
  Mark,
• 41:55
  because
• 41:55
  you
• 41:56
  may
• 41:56
  or
• 41:56
  may
• 41:56
  not
• 41:56
  know
• 41:57
  that
• 41:57
  this
• 41:58
  year
• 41:58
  2026,
• 41:59
  I
• 41:59
  am
• 41:59
  bringing
• 42:00
  my
• 42:00
  own
• 42:00
  wedding
• 42:01
  industry
• 42:01
  event
• 42:02
  to
• 42:02
  the
• 42:02
  UK
• 42:03
  and
• 42:03
  it's
• 42:04
  very
• 42:04
  exciting
• 42:04
  and
• 42:05
  very
• 42:05
  terrifying
• 42:06
  at
• 42:06
  the
• 42:06
  same
• 42:06
  time.
• 42:07
  And
• 42:07
  so
• 42:07
  as
• 42:07
  part
• 42:08
  of
• 42:08
  my
• 42:08
  podcast
• 42:08
  at
• 42:08
  the
• 42:09
  beginning
• 42:09
  of
• 42:09
  this
• 42:09
  year,
• 42:10
  whenever
• 42:10
  I'm
• 42:10
  speaking
• 42:11
  to
• 42:11
  my
• 42:11
  educator
• 42:12
  friends
• 42:12
  who
• 42:13
  go
• 42:13
  to
• 42:13
  lots
• 42:13
  of
• 42:13
  events,
• 42:14
  speak
• 42:14
  at
• 42:14
  lots
• 42:14
  of
• 42:14
  events,
• 42:15
  I
• 42:15
  want
• 42:15
  to
• 42:16
  get
• 42:16
  some
• 42:16
  insights
• 42:17
  into
• 42:17
  in
• 42:18
  person
• 42:18
  events
• 42:19
  from
• 42:19
  them.
• 42:19
  So
• 42:20
  I've
• 42:20
  got
• 42:20
  two
• 42:20
  questions
• 42:20
  for
• 42:20
  you.
• 42:21
  I'm
• 42:21
  going
• 42:21
  to
• 42:21
  ask
• 42:21
  you
• 42:21
  the
• 42:21
  first
• 42:21
  one
• 42:22
  which
• 42:22
  is
• 42:22
  this.
• 42:23
  What
• 42:23
  do
• 42:24
  you
• 42:24
  think?
• 42:24
  Having
• 42:24
  attended
• 42:25
  lots
• 42:25
  of
• 42:25
  industry
• 42:26
  events
• 42:27
  makes
• 42:27
  a
• 42:27
  good
• 42:27
  industry
• 42:28
  event.
• 42:29
  The
• 42:29
  opportunity
• 42:30
  for
• 42:30
  small
• 42:30
  groups
• 42:31
  to
• 42:31
  happen
• 42:31
  in
• 42:32
  some
• 42:32
  sort
• 42:32
  of
• 42:32
  comm,
• 42:32
  some
• 42:33
  sort
• 42:33
  of
• 42:33
  like
• 42:33
  deeper
• 42:34
  conversation
• 42:34
  ways
• 42:35
  and
• 42:35
  that
• 42:35
  happens
• 42:35
  differently,
• 42:36
  different
• 42:36
  events.
• 42:36
  But
• 42:36
  for
• 42:37
  me,
• 42:37
  when
• 42:37
  I'm
• 42:37
  having
• 42:37
  one
• 42:38
  on
• 42:38
  one
• 42:38
  conversations,
• 42:39
  I
• 42:39
  learn
• 42:39
  so
• 42:39
  much
• 42:40
  love
• 42:40
  that.
• 42:40
  I
• 42:41
  think,
• 42:41
  you
• 42:41
  know,
• 42:41
  I
• 42:41
  was
• 42:42
  having
• 42:42
  again
• 42:42
  I
• 42:42
  was
• 42:42
  having
• 42:42
  a
• 42:43
  really
• 42:43
  similar
• 42:43
  conversation
• 42:44
  with
• 42:44
  someone
• 42:44
  yesterday
• 42:45
  about
• 42:45
  events
• 42:46
  and
• 42:46
  how
• 42:47
  the
• 42:47
  education
• 42:47
  is
• 42:48
  great
• 42:48
  but
• 42:48
  sometimes
• 42:49
  they
• 42:49
  don't
• 42:49
  necessarily
• 42:50
  want
• 42:50
  that
• 42:50
  education
• 42:51
  and
• 42:51
  I
• 42:51
  stopped
• 42:52
  them
• 42:52
  and
• 42:52
  I
• 42:52
  said
• 42:52
  education
• 42:53
  is
• 42:53
  like
• 42:53
  one
• 42:53
  third
• 42:54
  of
• 42:54
  the
• 42:54
  reason
• 42:54
  you
• 42:54
  come
• 42:55
  to
• 42:55
  an
• 42:55
  event.
• 42:55
  Like
• 42:56
  the
• 42:56
  other
• 42:56
  two
• 42:56
  thirds
• 42:57
  for
• 42:57
  me
• 42:57
  are
• 42:57
  just
• 42:57
  as
• 42:58
  important
• 42:58
  which
• 42:58
  is
• 42:58
  connection
• 42:59
  and
• 43:00
  inspiration
• 43:00
  re
• 43:01
  energizes
• 43:02
  and
• 43:02
  so
• 43:02
  you're
• 43:02
  right.
• 43:02
  I
• 43:03
  think
• 43:03
  it's
• 43:03
  really
• 43:03
  Important
• 43:03
  to
• 43:04
  have
• 43:04
  space
• 43:05
  for
• 43:05
  that
• 43:05
  deeper
• 43:05
  connection.
• 43:06
  So
• 43:06
  I'm
• 43:06
  going
• 43:06
  to
• 43:06
  take
• 43:06
  that
• 43:07
  into
• 43:07
  my
• 43:07
  planning
• 43:08
  for
• 43:08
  my
• 43:08
  March
• 43:08
  event.
• 43:09
  Okay,
• 43:09
  second
• 43:10
  question
• 43:10
  for
• 43:11
  an
• 43:11
  attendee.
• 43:12
  Why
• 43:13
  do
• 43:13
  you
• 43:13
  think
• 43:13
  people
• 43:13
  should
• 43:14
  prioritize
• 43:15
  or
• 43:15
  should
• 43:15
  go
• 43:15
  to
• 43:16
  industry
• 43:16
  events
• 43:17
  in
• 43:17
  the
• 43:17
  first
• 43:17
  place?
• 43:17
  I
• 43:17
  know
• 43:18
  you
• 43:18
  go
• 43:18
  to
• 43:18
  them,
• 43:18
  I
• 43:18
  go
• 43:19
  to
• 43:19
  them.
• 43:19
  But
• 43:19
  people
• 43:20
  listening,
• 43:20
  maybe
• 43:20
  that's
• 43:20
  not
• 43:21
  on
• 43:21
  their
• 43:21
  agenda
• 43:21
  this
• 43:21
  year.
• 43:22
  Maybe
• 43:22
  they're
• 43:22
  scared
• 43:23
  of
• 43:23
  becoming
• 43:23
  the
• 43:23
  burnout
• 43:24
  networker,
• 43:25
  but
• 43:25
  why
• 43:25
  should
• 43:26
  they
• 43:26
  prioritize?
• 43:26
  Maybe
• 43:27
  some
• 43:27
  industry
• 43:28
  events
• 43:28
  this
• 43:28
  year?
• 43:29
  Okay,
• 43:29
  I
• 43:30
  love
• 43:30
  this
• 43:30
  question
• 43:30
  because
• 43:31
  from
• 43:31
  someone
• 43:31
  who
• 43:31
  spends
• 43:31
  a
• 43:32
  lot
• 43:32
  of
• 43:32
  time
• 43:32
  looking
• 43:32
  at
• 43:32
  my
• 43:32
  phone
• 43:32
  and
• 43:33
  looking
• 43:33
  at
• 43:33
  ads
• 43:33
  and
• 43:33
  things
• 43:33
  like
• 43:34
  that,
• 43:35
  a
• 43:35
  lot
• 43:35
  of
• 43:35
  our
• 43:35
  phone
• 43:36
  and
• 43:36
  our
• 43:36
  Internet
• 43:36
  algorithm
• 43:37
  is
• 43:37
  geared
• 43:37
  to
• 43:38
  tell
• 43:38
  us
• 43:38
  what
• 43:38
  we
• 43:38
  want
• 43:39
  to
• 43:39
  hear.
• 43:39
  When
• 43:40
  you
• 43:40
  go
• 43:40
  to
• 43:40
  a
• 43:40
  live
• 43:41
  in
• 43:41
  person
• 43:41
  event,
• 43:41
  there's
• 43:42
  no
• 43:42
  algorithm
• 43:43
  telling
• 43:43
  you
• 43:43
  what
• 43:43
  you
• 43:43
  want
• 43:44
  to
• 43:44
  hear.
• 43:44
  All
• 43:44
  of
• 43:44
  a
• 43:45
  sudden
• 43:45
  you
• 43:45
  are
• 43:45
  met
• 43:45
  with
• 43:46
  topics
• 43:46
  and
• 43:46
  conversations
• 43:47
  and
• 43:47
  experiences
• 43:48
  that
• 43:48
  you
• 43:49
  didn't
• 43:49
  even
• 43:49
  know
• 43:50
  you
• 43:50
  could
• 43:50
  have
• 43:50
  because
• 43:51
  it
• 43:51
  is
• 43:52
  beyond
• 43:52
  the
• 43:52
  bounds
• 43:53
  of
• 43:53
  technology
• 43:54
  in
• 43:54
  its
• 43:54
  in
• 43:54
  person.
• 43:55
  And
• 43:55
  I
• 43:55
  think
• 43:55
  for
• 43:56
  me
• 43:56
  is
• 43:57
  a
• 43:57
  high
• 43:57
  level
• 43:57
  summary
• 43:58
  of
• 43:58
  why
• 43:58
  I
• 43:58
  go
• 43:58
  to
• 43:58
  advertising
• 43:59
  conferences,
• 43:59
  why
• 43:59
  I
• 44:00
  go
• 44:00
  to
• 44:00
  wedding
• 44:00
  industry
• 44:01
  conferences.
• 44:01
  And
• 44:01
  I
• 44:01
  love
• 44:02
  every
• 44:02
  one
• 44:02
  of
• 44:02
  them.
• 44:02
  That
• 44:03
  is
• 44:03
  so
• 44:03
  interesting.
• 44:04
  That's
• 44:04
  like,
• 44:04
  that's
• 44:05
  blown
• 44:05
  my
• 44:05
  mind
• 44:05
  as
• 44:06
  a
• 44:06
  thought
• 44:06
  concept
• 44:06
  because
• 44:07
  you're
• 44:07
  so
• 44:07
  right.
• 44:08
  We
• 44:08
  are
• 44:08
  like
• 44:08
  in
• 44:08
  this
• 44:09
  world
• 44:09
  where
• 44:09
  we're
• 44:10
  just
• 44:10
  being
• 44:10
  shown
• 44:10
  the
• 44:11
  things
• 44:11
  that
• 44:11
  the
• 44:12
  big
• 44:12
  people
• 44:12
  in
• 44:13
  Silicon
• 44:13
  Valley
• 44:13
  want
• 44:14
  us
• 44:14
  to
• 44:14
  hear
• 44:14
  and
• 44:14
  see.
• 44:14
  And
• 44:15
  actually
• 44:15
  by
• 44:15
  getting
• 44:15
  out
• 44:16
  in
• 44:16
  real
• 44:16
  life
• 44:16
  and
• 44:16
  in
• 44:17
  person,
• 44:18
  we
• 44:18
  get
• 44:18
  to
• 44:19
  experience
• 44:19
  different
• 44:19
  cultures,
• 44:20
  different
• 44:20
  people,
• 44:20
  different
• 44:21
  religions,
• 44:22
  different
• 44:22
  insights,
• 44:23
  rather
• 44:23
  than
• 44:23
  just
• 44:23
  a
• 44:24
  whole
• 44:24
  room
• 44:24
  full
• 44:24
  of
• 44:24
  people
• 44:25
  that
• 44:25
  just
• 44:25
  look
• 44:25
  and
• 44:25
  sound
• 44:26
  and
• 44:26
  think
• 44:26
  like
• 44:26
  us.
• 44:27
  And
• 44:27
  in
• 44:28
  those
• 44:28
  spaces,
• 44:28
  we
• 44:28
  can
• 44:29
  have
• 44:29
  really
• 44:29
  meaningful
• 44:30
  conversations.
• 44:30
  And
• 44:31
  I
• 44:31
  think
• 44:31
  we
• 44:32
  all
• 44:32
  grow
• 44:32
  off
• 44:33
  the
• 44:33
  back
• 44:33
  of
• 44:33
  it.
• 44:33
  So
• 44:33
  thank
• 44:34
  you
• 44:34
  for
• 44:34
  that
• 44:34
  insight.
• 44:34
  I'm
• 44:35
  glad
• 44:35
  I
• 44:35
  asked
• 44:35
  you
• 44:35
  those
• 44:36
  questions.
• 44:36
  They
• 44:36
  were
• 44:37
  great
• 44:37
  responses.
• 44:38
  And
• 44:38
  I
• 44:39
  love
• 44:39
  an
• 44:39
  industry
• 44:39
  event
• 44:40
  and
• 44:40
  so
• 44:40
  it's
• 44:40
  always
• 44:41
  good
• 44:41
  to
• 44:41
  hear
• 44:41
  from
• 44:41
  other
• 44:42
  people
• 44:42
  about
• 44:42
  their
• 44:42
  experiences,
• 44:43
  what
• 44:43
  they
• 44:43
  like
• 44:44
  about
• 44:44
  industry
• 44:44
  events.
• 44:45
  And
• 44:45
  I'm
• 44:45
  excited
• 44:46
  to
• 44:46
  bring
• 44:46
  Wed
• 44:46
  Pros
• 44:47
  Live
• 44:47
  to
• 44:48
  the
• 44:48
  UK
• 44:49
  in
• 44:49
  March.
• 44:50
  Okay,
• 44:51
  before
• 44:51
  I
• 44:51
  let
• 44:52
  you
• 44:52
  go,
• 44:52
  one
• 44:53
  final
• 44:53
  thing.
• 44:53
  I
• 44:53
  always
• 44:53
  end
• 44:54
  my
• 44:54
  podcast
• 44:54
  with
• 44:54
  the
• 44:55
  same
• 44:55
  question,
• 44:55
  which
• 44:55
  is,
• 44:56
  what's
• 44:56
  one
• 44:56
  thing
• 44:57
  you
• 44:57
  wish
• 44:57
  you'd
• 44:58
  known
• 44:58
  sooner
• 44:58
  in
• 44:58
  your
• 44:58
  own
• 44:59
  business?
• 44:59
  Now,
• 44:59
  I
• 45:00
  know
• 45:00
  that
• 45:00
  you
• 45:00
  answered
• 45:00
  this
• 45:01
  back
• 45:01
  in
• 45:01
  June.
• 45:01
  I
• 45:02
  don't
• 45:02
  know
• 45:02
  if
• 45:02
  you
• 45:02
  remember
• 45:03
  what
• 45:03
  you
• 45:03
  said
• 45:03
  back
• 45:03
  in
• 45:04
  June.
• 45:04
  I
• 45:04
  do,
• 45:04
  because
• 45:05
  I
• 45:05
  wrote
• 45:05
  it
• 45:05
  down.
• 45:06
  So
• 45:06
  I
• 45:06
  want
• 45:06
  to
• 45:07
  know
• 45:07
  your
• 45:08
  answer
• 45:08
  to
• 45:09
  this
• 45:09
  question
• 45:09
  and
• 45:10
  let's
• 45:10
  see
• 45:10
  whether
• 45:10
  it's
• 45:11
  changed,
• 45:11
  because
• 45:11
  I
• 45:11
  do
• 45:11
  think
• 45:11
  we
• 45:12
  evolve.
• 45:12
  We
• 45:12
  change.
• 45:12
  What
• 45:13
  we're
• 45:13
  thinking
• 45:13
  about
• 45:13
  grows
• 45:14
  and
• 45:14
  is
• 45:14
  different
• 45:14
  at
• 45:15
  different
• 45:15
  times.
• 45:15
  So
• 45:16
  whenever
• 45:16
  I
• 45:16
  have
• 45:16
  a
• 45:16
  repeat
• 45:17
  guest,
• 45:17
  I
• 45:17
  find
• 45:17
  it
• 45:17
  fascinating
• 45:18
  to
• 45:18
  see
• 45:18
  whether
• 45:18
  they
• 45:19
  say
• 45:19
  the
• 45:19
  same
• 45:19
  thing
• 45:19
  or
• 45:19
  something
• 45:20
  different.
• 45:20
  So
• 45:20
  what's
• 45:21
  one
• 45:21
  thing
• 45:21
  you
• 45:21
  wish
• 45:21
  you'd
• 45:21
  known
• 45:21
  sooner
• 45:22
  in
• 45:22
  your
• 45:22
  business?
• 45:23
  I
• 45:23
  wish
• 45:23
  I
• 45:23
  had
• 45:23
  known
• 45:23
  to
• 45:24
  measure
• 45:24
  my
• 45:24
  time.
• 45:25
  That
• 45:25
  is
• 45:25
  something
• 45:25
  that
• 45:26
  as
• 45:26
  I've
• 45:26
  grown
• 45:26
  as
• 45:26
  a
• 45:27
  business
• 45:27
  owner,
• 45:27
  I
• 45:27
  have
• 45:27
  realized,
• 45:28
  like,
• 45:28
  holy
• 45:28
  crap,
• 45:29
  sometimes
• 45:29
  I
• 45:29
  spend
• 45:29
  a
• 45:30
  lot
• 45:30
  of
• 45:30
  time
• 45:30
  on
• 45:30
  things
• 45:30
  that
• 45:30
  I
• 45:31
  should
• 45:31
  just
• 45:31
  pay
• 45:31
  someone
• 45:31
  else
• 45:32
  to
• 45:32
  do.
• 45:32
  That
• 45:33
  could
• 45:33
  be
• 45:33
  bookkeeping.
• 45:34
  That
• 45:34
  could
• 45:34
  be
• 45:34
  literally
• 45:35
  anything.
• 45:36
  I
• 45:36
  wish
• 45:37
  I
• 45:37
  had
• 45:37
  known
• 45:37
  sooner
• 45:38
  to
• 45:38
  measure
• 45:38
  my
• 45:38
  time
• 45:39
  and
• 45:40
  hold
• 45:40
  myself
• 45:40
  accountable
• 45:41
  to
• 45:42
  not
• 45:42
  doing
• 45:42
  stupid
• 45:43
  stuff.
• 45:43
  That
• 45:44
  in
• 45:45
  using
• 45:45
  my
• 45:45
  brain
• 45:45
  and
• 45:46
  my
• 45:46
  time
• 45:46
  for
• 45:47
  where
• 45:47
  I'm
• 45:48
  best
• 45:48
  in
• 45:48
  my
• 45:48
  skills.
• 45:49
  Yes,
• 45:50
  that's
• 45:50
  what
• 45:50
  I'm
• 45:51
  thinking
• 45:51
  about
• 45:51
  right
• 45:51
  now.
• 45:52
  We
• 45:52
  had
• 45:52
  Colleen
• 45:52
  on
• 45:53
  the
• 45:53
  podcast
• 45:53
  a
• 45:53
  few
• 45:53
  weeks
• 45:54
  ago
• 45:54
  and
• 45:54
  she
• 45:54
  was
• 45:55
  talking
• 45:55
  about
• 45:55
  measuring
• 45:56
  your
• 45:56
  time
• 45:56
  in
• 45:56
  15
• 45:56
  minute
• 45:57
  increments.
• 45:57
  And
• 45:58
  I
• 45:58
  did
• 45:58
  that
• 45:59
  exercise.
• 45:59
  So
• 45:59
  for
• 46:00
  10
• 46:00
  days
• 46:00
  straight,
• 46:01
  I
• 46:01
  measured
• 46:01
  every
• 46:02
  15
• 46:02
  minutes
• 46:02
  of
• 46:03
  my
• 46:03
  workday
• 46:03
  and
• 46:03
  I
• 46:03
  wrote
• 46:04
  down
• 46:04
  what
• 46:04
  I
• 46:04
  did
• 46:04
  and
• 46:05
  the
• 46:05
  results
• 46:05
  were
• 46:06
  fascinating.
• 46:06
  Have
• 46:07
  you
• 46:07
  ever
• 46:07
  done
• 46:07
  that
• 46:07
  yourself?
• 46:08
  Have
• 46:08
  you
• 46:08
  done
• 46:08
  a
• 46:08
  time
• 46:09
  audit?
• 46:09
  I
• 46:09
  did,
• 46:10
  yeah.
• 46:10
  And
• 46:10
  like,
• 46:11
  I
• 46:11
  love
• 46:11
  that
• 46:11
  you
• 46:11
  pointed
• 46:11
  out
• 46:12
  that
• 46:12
  you
• 46:12
  did
• 46:12
  it
• 46:12
  for
• 46:12
  a
• 46:12
  specific
• 46:13
  period
• 46:13
  of
• 46:13
  time
• 46:13
  and
• 46:13
  you're
• 46:13
  not
• 46:13
  doing
• 46:14
  it
• 46:14
  forever
• 46:14
  because
• 46:14
  it
• 46:14
  sounds
• 46:15
  overwhelming
• 46:15
  to
• 46:15
  like,
• 46:15
  literally
• 46:16
  every
• 46:16
  day,
• 46:17
  but
• 46:17
  if
• 46:17
  you
• 46:18
  did
• 46:18
  it
• 46:18
  for
• 46:18
  a
• 46:18
  10
• 46:18
  day
• 46:19
  period,
• 46:19
  you
• 46:19
  found
• 46:20
  patterns
• 46:20
  and
• 46:21
  things
• 46:21
  and
• 46:21
  maybe
• 46:22
  it's
• 46:22
  like,
• 46:22
  hey,
• 46:22
  once
• 46:23
  a
• 46:23
  quarter,
• 46:24
  twice
• 46:24
  a
• 46:24
  year,
• 46:24
  you
• 46:25
  just
• 46:25
  like,
• 46:25
  oh,
• 46:25
  I'm
• 46:25
  going
• 46:25
  to
• 46:25
  do
• 46:26
  this
• 46:26
  time
• 46:26
  measurement
• 46:27
  thing
• 46:27
  and
• 46:27
  I'm
• 46:27
  going
• 46:27
  to
• 46:28
  see
• 46:28
  how
• 46:28
  my
• 46:28
  time
• 46:28
  is
• 46:28
  being
• 46:29
  spent.
• 46:29
  I
• 46:29
  love
• 46:29
  that
• 46:30
  there's
• 46:30
  an
• 46:31
  app
• 46:31
  called
• 46:31
  Toggl
• 46:31
  T
• 46:32
  o
• 46:32
  g
• 46:32
  g
• 46:32
  L
• 46:33
  which
• 46:33
  has
• 46:33
  a
• 46:33
  free
• 46:34
  version
• 46:34
  which
• 46:34
  I've
• 46:34
  used
• 46:35
  in
• 46:35
  the
• 46:35
  past
• 46:35
  to
• 46:35
  measure
• 46:36
  my
• 46:36
  time.
• 46:36
  You
• 46:36
  just
• 46:37
  click
• 46:37
  a
• 46:37
  button,
• 46:37
  start,
• 46:38
  say
• 46:38
  what
• 46:38
  you're
• 46:38
  doing,
• 46:39
  stop.
• 46:39
  There
• 46:39
  you
• 46:40
  go.
• 46:40
  Yeah,
• 46:40
  well,
• 46:40
  I
• 46:40
  just
• 46:41
  logged
• 46:41
  it
• 46:41
  on
• 46:41
  an
• 46:41
  old
• 46:42
  fashioned
• 46:42
  spreadsheet,
• 46:43
  but
• 46:43
  it
• 46:43
  was
• 46:44
  fascinating.
• 46:44
  And
• 46:44
  if
• 46:45
  you'd
• 46:45
  have
• 46:45
  asked
• 46:45
  me
• 46:46
  before
• 46:46
  I
• 46:47
  did
• 46:47
  that
• 46:47
  exercise
• 46:47
  where
• 46:48
  I
• 46:48
  spent
• 46:48
  most
• 46:48
  of
• 46:48
  my
• 46:49
  time,
• 46:49
  the
• 46:50
  result
• 46:50
  that
• 46:50
  I
• 46:50
  would
• 46:50
  have
• 46:51
  said
• 46:51
  would
• 46:51
  have
• 46:51
  been
• 46:51
  wildly
• 46:52
  different
• 46:52
  to
• 46:52
  what
• 46:53
  I
• 46:53
  found
• 46:53
  when
• 46:53
  I
• 46:54
  actually
• 46:54
  logged
• 46:55
  every
• 46:55
  15
• 46:55
  minutes
• 46:56
  of
• 46:56
  my
• 46:56
  day.
• 46:56
  And
• 46:57
  that
• 46:57
  was
• 46:57
  a
• 46:57
  big
• 46:57
  eye
• 46:57
  opener.
• 46:58
  So,
• 46:58
  yeah,
• 46:58
  I'm
• 46:59
  on
• 46:59
  board
• 46:59
  with
• 46:59
  that.
• 46:59
  Do
• 46:59
  you
• 47:00
  want
• 47:00
  to
• 47:00
  know
• 47:00
  what
• 47:00
  you
• 47:00
  said
• 47:00
  last
• 47:00
  time
• 47:01
  on
• 47:01
  the
• 47:01
  podcast?
• 47:02
  I
• 47:02
  can't
• 47:02
  wait.
• 47:04
  Last
• 47:04
  time
• 47:04
  you
• 47:05
  said,
• 47:05
  what
• 47:05
  you
• 47:05
  wish
• 47:05
  you'd
• 47:06
  known
• 47:06
  sooner
• 47:06
  is
• 47:06
  that
• 47:07
  business
• 47:07
  is
• 47:07
  always
• 47:08
  evolving
• 47:08
  and
• 47:08
  changing.
• 47:09
  And
• 47:09
  that's
• 47:09
  okay.
• 47:10
  And
• 47:10
  what's
• 47:11
  interesting
• 47:11
  is
• 47:12
  actually,
• 47:12
  I
• 47:12
  feel
• 47:12
  like
• 47:12
  that's
• 47:13
  come
• 47:13
  out
• 47:13
  in
• 47:13
  this
• 47:13
  episode
• 47:14
  anyway
• 47:15
  from
• 47:16
  just
• 47:16
  the
• 47:16
  way
• 47:16
  the
• 47:16
  world
• 47:17
  shifted,
• 47:17
  the
• 47:17
  way
• 47:17
  that
• 47:18
  you've
• 47:18
  shifted
• 47:18
  your
• 47:18
  business
• 47:19
  and
• 47:19
  added
• 47:19
  these
• 47:20
  DIY
• 47:20
  kits
• 47:21
  in
• 47:21
  as
• 47:21
  well
• 47:21
  as
• 47:21
  having
• 47:22
  just
• 47:22
  the
• 47:22
  one
• 47:22
  to
• 47:22
  one
• 47:23
  model,
• 47:24
  but
• 47:24
  also
• 47:25
  how
• 47:25
  you've
• 47:25
  realized
• 47:25
  that
• 47:26
  you
• 47:26
  gotta
• 47:26
  hand
• 47:26
  over
• 47:26
  to
• 47:27
  the
• 47:27
  algorithm
• 47:27
  because
• 47:28
  they
• 47:28
  know
• 47:28
  all
• 47:29
  they.
• 47:30
  Know
• 47:30
  all
• 47:31
  for
• 47:31
  better
• 47:31
  or
• 47:31
  for
• 47:31
  worse.
• 47:34
  Fantastic.
• 47:34
  Mark,
• 47:34
  it
• 47:35
  has
• 47:35
  been
• 47:35
  such
• 47:35
  a
• 47:35
  pleasure
• 47:36
  as
• 47:36
  always
• 47:36
  to
• 47:37
  chat
• 47:37
  with
• 47:37
  you.
• 47:37
  Thank
• 47:38
  you
• 47:38
  again
• 47:38
  for
• 47:39
  being
• 47:39
  the
• 47:39
  first
• 47:39
  ever
• 47:40
  sponsor
• 47:41
  of
• 47:41
  the
• 47:41
  Wedding
• 47:41
  Pros
• 47:41
  who
• 47:41
  Are
• 47:42
  Ready
• 47:42
  to
• 47:42
  Grow
• 47:42
  podcast.
• 47:43
  It's
• 47:43
  an
• 47:43
  absolute
• 47:44
  pleasure
• 47:44
  to
• 47:44
  partner
• 47:45
  with
• 47:45
  you
• 47:45
  on
• 47:45
  this.
• 47:46
  For
• 47:46
  those
• 47:46
  listening,
• 47:46
  if
• 47:47
  you're
• 47:47
  interested
• 47:47
  in
• 47:47
  finding
• 47:48
  out
• 47:48
  more
• 47:48
  about
• 47:48
  the
• 47:48
  DIY
• 47:49
  advertising
• 47:49
  kits
• 47:50
  and
• 47:50
  getting
• 47:50
  a
• 47:50
  special
• 47:50
  deal,
• 47:51
  all
• 47:51
  of
• 47:52
  the
• 47:52
  information
• 47:52
  you
• 47:52
  need,
• 47:52
  all
• 47:53
  of
• 47:53
  the
• 47:53
  links
• 47:53
  are
• 47:53
  in
• 47:54
  the
• 47:54
  show
• 47:54
  notes
• 47:54
  and
• 47:54
  if
• 47:54
  you've
• 47:55
  got
• 47:55
  more
• 47:55
  questions
• 47:55
  or
• 47:56
  you're
• 47:56
  not
• 47:56
  sure
• 47:56
  if
• 47:56
  it's
• 47:56
  the
• 47:56
  right
• 47:57
  fit
• 47:57
  for
• 47:57
  you,
• 47:57
  reach
• 47:58
  out
• 47:58
  to
• 47:58
  me,
• 47:58
  reach
• 47:58
  out
• 47:58
  to
• 47:59
  Mark
• 47:59
  or
• 47:59
  someone
• 47:59
  else
• 48:00
  at
• 48:00
  the
• 48:00
  IG
• 48:00
  Society
• 48:01
  and
• 48:01
  we're
• 48:01
  more
• 48:01
  than
• 48:02
  happy
• 48:02
  to
• 48:02
  chat.
• 48:03
  Mark,
• 48:04
  have
• 48:04
  a
• 48:04
  great
• 48:04
  rest
• 48:05
  of
• 48:05
  your
• 48:05
  day
• 48:05
  and
• 48:05
  I'll
• 48:06
  see
• 48:06
  you
• 48:06
  very
• 48:06
  soon.
• 48:07
  Soon.
• 48:07
  Thanks
• 48:07
  Becca.
• 48:08
  Such
• 48:09
  a
• 48:09
  great
• 48:09
  conversation.
• 48:09
  Always
• 48:10
  love
• 48:10
  chatting
• 48:10
  to
• 48:10
  Mark.
• 48:11
  All
• 48:11
  about
• 48:11
  paid
• 48:12
  advertising.
• 48:12
  I
• 48:13
  know
• 48:13
  it's
• 48:13
  an
• 48:13
  idea
• 48:14
  that
• 48:14
  can
• 48:14
  boggle
• 48:14
  some
• 48:14
  of
• 48:15
  your
• 48:15
  minds,
• 48:15
  but
• 48:15
  hopefully
• 48:16
  these
• 48:16
  new
• 48:16
  DIY
• 48:17
  advertising
• 48:17
  kits
• 48:18
  are
• 48:18
  going
• 48:18
  to
• 48:18
  make
• 48:18
  it
• 48:18
  slightly
• 48:19
  clearer
• 48:19
  for
• 48:19
  you.
• 48:20
  As
• 48:20
  I
• 48:20
  said
• 48:20
  before,
• 48:21
  all
• 48:21
  of
• 48:21
  the
• 48:21
  information's
• 48:22
  in
• 48:22
  the
• 48:22
  show
• 48:22
  notes.
• 48:23
  If
• 48:23
  you've
• 48:23
  got
• 48:23
  any
• 48:23
  questions,
• 48:24
  just
• 48:24
  reach
• 48:24
  out
• 48:25
  and
• 48:25
  ask.
• 48:25
  I'll
• 48:26
  see
• 48:26
  you
• 48:26
  next
• 48:26
  time.