Latest / What Really Works with Andy Wright / AMA: Coffee carts, boosting and boring industries - #1

Transcript

AMA: Coffee carts, boosting and boring industries - #1 · What Really Works with Andy Wright

• 0:00
  SPEAKER_00: Alright, welcome to What Really Works.
• 0:02
  SPEAKER_00: I'm Andy.
• 0:03
  SPEAKER_00: Hello.
• 0:03
  SPEAKER_00: So if you don't know who I am, that is absolutely fine.
• 0:07
  SPEAKER_00: I run my own social media marketing business, which I just travel around servicing a bunch of clients that I have on the books and try to make their social media presence pop.
• 0:18
  SPEAKER_00: And over the last few years we've had some real success.
• 0:21
  SPEAKER_00: If you're wondering how the hell does he know what he's talking about?
• 0:24
  SPEAKER_00: Well I've had a weird history in that.
• 0:26
  SPEAKER_00: Like I started as a radio presenter and then I kind of saw the writing on the wall with the radio, and well, I wanted to try something new, so try to build a life for myself online, had a few failed starts, then managed to pick up a couple of clients, and it's kind of grown from there quite organically.
• 0:44
  SPEAKER_00: But I've just always had a real interest as to what actually works.
• 0:49
  SPEAKER_00: Hence the name of the podcast, What Really Works.
• 0:53
  SPEAKER_00: The name of my um business is Engage Media Content That Works.
• 0:57
  SPEAKER_00: So it all kind of flows together quite nicely.
• 1:01
  SPEAKER_00: So this podcast is really set up as a means to learn more.
• 1:10
  SPEAKER_00: Now the first episode is actually me doing a TikTok live.
• 1:14
  SPEAKER_00: So I'm slowly setting myself up to do a TikTok live ideally once a week, and then it also gives us an opportunity to do some interviews if we stumble across another expert that we want to pick their brains, of which there are many.
• 1:26
  SPEAKER_00: So yeah, first episode, this is me live on TikTok, just answering questions that come into the um into the comments.
• 1:35
  SPEAKER_00: So, right, first episode.
• 1:38
  SPEAKER_00: What really works with me, Andy Wright, here we go.
• 1:43
  SPEAKER_00: Enjoy.
• 1:44
  SPEAKER_00: Or not we've got a message here from Sam's the New Black.
• 1:56
  SPEAKER_00: Do you have a team or is it just you, Andy?
• 1:58
  SPEAKER_00: So I'm getting close to needing some form of team.
• 2:01
  SPEAKER_00: What would actually be really good is a a PA.
• 2:04
  SPEAKER_00: It would be really good to have a PA, but also I've just got two kids in and we're on a single income at the moment as my wife's just establishing her career again, so it's kind of like I can manage for now, but eventually I'm gonna need a PA.
• 2:17
  SPEAKER_00: Um, I kind of keep everything else in house as in just me, but I do um bring in a camera operator when the budget allows, because all the other stuff already takes up my brain.
• 2:31
  SPEAKER_00: Getting into cameras is an absolute nightmare.
• 2:33
  SPEAKER_00: There's just way too much shit.
• 2:35
  SPEAKER_00: Way too much shit.
• 2:36
  SPEAKER_00: And I just don't think there's enough capacity in here to take on cameras as well.
• 2:42
  SPEAKER_00: Um whereabouts are you based?
• 2:44
  SPEAKER_00: We run a couple of coffee carts.
• 2:46
  SPEAKER_00: What would be your number one advice for social media?
• 2:49
  SPEAKER_00: Ooh, coffee carts, coffee carts.
• 2:52
  SPEAKER_00: Cool.
• 2:53
  SPEAKER_00: Yeah, so I'm based in Todonga.
• 2:55
  SPEAKER_00: I I used to live in Auckland, but we moved down here for the kids.
• 2:57
  SPEAKER_00: Um, whereabouts, what would you do?
• 3:00
  SPEAKER_00: Okay.
• 3:01
  SPEAKER_00: Okay.
• 3:02
  SPEAKER_00: Well, whatever content you do needs to be about who you are and what you do and where you are.
• 3:06
  SPEAKER_00: So that's key.
• 3:07
  SPEAKER_00: A lot of people make stuff.
• 3:08
  SPEAKER_00: Think I always talk about billboards.
• 3:10
  SPEAKER_00: Imagine a billboard that was really, really funny and was placed everywhere, but it wasn't able to be contributed attributed back to you.
• 3:19
  SPEAKER_00: That's an issue.
• 3:20
  SPEAKER_00: You're better off having a really good billboard in the right place with the right message.
• 3:26
  SPEAKER_00: So, what does that mean?
• 3:27
  SPEAKER_00: Well, make sure your social media is about who you are, what you do, and where you are.
• 3:30
  SPEAKER_00: That is fundamental.
• 3:33
  SPEAKER_00: Then with that, it's all about consistency and authenticity.
• 3:36
  SPEAKER_00: So you want to create different formats of content that you can rinse and repeat with relative ease.
• 3:42
  SPEAKER_00: Now, they don't need to be super high productions, but things like, oh, someone else has come in.
• 3:48
  SPEAKER_00: Um things like here's our coffee, here's a coffee from a big shop.
• 3:55
  SPEAKER_00: Let's just make one up.
• 3:57
  SPEAKER_00: Robert Harris.
• 3:57
  SPEAKER_00: No shade to Robert Harris, great business, but here's why ours is better.
• 4:01
  SPEAKER_00: That's a format.
• 4:02
  SPEAKER_00: That's you reviewing mainstream coffee that's available everywhere, and why yours is better.
• 4:06
  SPEAKER_00: Telling that story in about 30 seconds is is a really good thing to do.
• 4:11
  SPEAKER_00: Um, that's a format.
• 4:13
  SPEAKER_00: Maybe um go.
• 4:15
  SPEAKER_00: If someone else wants to, all these people want to co-host.
• 4:17
  SPEAKER_00: I'm concerned they're gonna come on and be aggressively racist, and I don't want that.
• 4:23
  SPEAKER_00: Um so yeah, mate, it's all about formats, things that you can rinse and repeat, and then having consistency.
• 4:30
  SPEAKER_00: Um, also, if you are out in the world in beautiful places in a coffee cart, just like little carousels of where you are, it's that consistent output and having it feel like a human's just keeping me up to date with what the fuck's going on.
• 4:43
  SPEAKER_00: Video is absolutely number one.
• 4:46
  SPEAKER_00: Video is number one.
• 4:47
  SPEAKER_00: The more video you can do, the better.
• 4:49
  SPEAKER_00: But it's also tough because it can take up a lot of time.
• 4:52
  SPEAKER_00: Thankfully, I've made about 700 videos over the last five years, and about 500 of them sucked.
• 4:59
  SPEAKER_00: So I've just got really quick at it and good at it.
• 5:02
  SPEAKER_00: Um, small business owners, you just need really simple formats, and you just need to carve off a few hours a week and make sure you deliver on those and stick with them for six months.
• 5:12
  SPEAKER_00: Consistency, authenticity.
• 5:17
  SPEAKER_00: Uh Samson New Black, is that any use to you?
• 5:22
  SPEAKER_00: Is that any use to you?
• 5:23
  SPEAKER_00: Do you like that?
• 5:24
  SPEAKER_00: Obviously, it's kind of a general.
• 5:26
  SPEAKER_00: I like to that's why, like, one of the issues for me is that I have to do be relatively vague, and then I can charge people to apply those vague plans to their particular situation.
• 5:37
  SPEAKER_00: So that's kind of how I make my business, is I I go baseline principles.
• 5:43
  SPEAKER_00: Here's something that you may have seen.
• 5:44
  SPEAKER_00: Here's why this is good, here's why this is bad.
• 5:46
  SPEAKER_00: You want to learn about how to do this for you?
• 5:47
  SPEAKER_00: Well, pay me, and then I'll come in and apply those to your thing.
• 5:51
  SPEAKER_00: Um, Gazaroni, like your basic rules about social media that most miss.
• 5:56
  SPEAKER_00: Thank you, Gazaroni.
• 5:57
  SPEAKER_00: I've actually I've seen your name pop up before in the comments.
• 6:00
  SPEAKER_00: How are you, Gazzaroni?
• 6:01
  SPEAKER_00: Um, helps, heaps of use, thank you.
• 6:03
  SPEAKER_00: We have about 1400 followers, but trying to increase that.
• 6:06
  SPEAKER_00: Awesome.
• 6:07
  SPEAKER_00: Okay, great.
• 6:07
  SPEAKER_00: You got 1400 followers.
• 6:08
  SPEAKER_00: That's great, but do remember that followers are kind of a vanitary vanity metric.
• 6:14
  SPEAKER_00: I kind of think of follow followers as almost like people who've pre-purchased a ticket to a show.
• 6:21
  SPEAKER_00: It's an indication of something, but it's not reflective of how big the audience completely will be.
• 6:29
  SPEAKER_00: It's an imperfect analogy, but it's a little that way.
• 6:31
  SPEAKER_00: So don't get too caught up in followers.
• 6:33
  SPEAKER_00: It's more about reach.
• 6:35
  SPEAKER_00: Because you could get, if you get more reach on something than you have followers, then that's really cool.
• 6:40
  SPEAKER_00: That means you've done something right.
• 6:43
  SPEAKER_00: So, yes.
• 6:45
  SPEAKER_00: Hopefully that's okay.
• 6:46
  SPEAKER_00: This is this this live thing is kind of complicated because there's all sorts of stuff popping up at the bottom that um I don't know what they mean.
• 6:55
  SPEAKER_00: Someone just sent me a donut.
• 7:00
  SPEAKER_00: Okay.
• 7:02
  SPEAKER_00: Right, is there any other questions there?
• 7:05
  SPEAKER_00: I'm gonna have to wrap it up soon, but this is my first one.
• 7:08
  SPEAKER_00: Hopefully, this was actually useful.
• 7:11
  SPEAKER_00: Um for those just joining.
• 7:15
  SPEAKER_00: For those just joining, uh, I'm Andy.
• 7:18
  SPEAKER_00: Hello.
• 7:19
  SPEAKER_00: I do social media marketing.
• 7:20
  SPEAKER_00: I eventually want to put a little sticker up there that says that.
• 7:22
  SPEAKER_00: So you can ask me any question that you like.
• 7:24
  SPEAKER_00: I'll take one or two more if there is someone else.
• 7:27
  SPEAKER_00: Um, we've talked to a coffee cart owner, we talked to Katie who does a bit of travel, trying to look for some brand partnerships.
• 7:33
  SPEAKER_00: She was kind enough to come on.
• 7:34
  SPEAKER_00: Chur Katie, if you're still watching.
• 7:36
  SPEAKER_00: Um that coffee cart one's interesting to me.
• 7:43
  SPEAKER_00: The coffee cart one's interesting.
• 7:46
  SPEAKER_00: Because you could have you get you do that right, you could have a disproportionate return.
• 7:51
  SPEAKER_00: I'd be fascinated to know where you put your coffee carts too.
• 7:55
  SPEAKER_00: Um, gazzaroni, boost or organic?
• 8:02
  SPEAKER_00: My question to that would be, what for?
• 8:04
  SPEAKER_00: The way to think about I don't actually like boost either.
• 8:08
  SPEAKER_00: Um boy, we've got oh fern and fetter.
• 8:13
  SPEAKER_00: I think I we got a message from you a while back.
• 8:17
  SPEAKER_00: Um boost or organic.
• 8:19
  SPEAKER_00: First of all, I don't actually like the boost button.
• 8:20
  SPEAKER_00: I think we should cut the boost button.
• 8:22
  SPEAKER_00: I've done a video on that, but um organic to make people like and love you, and then your best performing organic becomes really good ads if the ad's job is to increase awareness.
• 8:34
  SPEAKER_00: If the ad's job is to convert people in the market in this moment, of which is about 5% of your total market, then um ads.
• 8:41
  SPEAKER_00: So ads are really good for converting people who are interested in what you sell right now.
• 8:45
  SPEAKER_00: Organic is best for making people love and like you so that when they come into market, the ads resonate more and they go, I like them, I might buy that shit.
• 8:54
  SPEAKER_00: So the general, I mean I hang on about this all the time, but the rule is across all marketing, it's rough, it's approximate, but it's a perfect way to think about it.
• 9:03
  SPEAKER_00: Let's say here's all of your potential audience or customers here.
• 9:08
  SPEAKER_00: There's all of them, let's say it's a hundred.
• 9:10
  SPEAKER_00: At any one moment, only five percent of them need what you do.
• 9:14
  SPEAKER_00: So you use your ads to mop up that five percent, but you use your organic to service the 95% of people who um may not want what you sell right now, but may want it later.
• 9:25
  SPEAKER_00: Because the fundamental question, and this is not my knowledge, I'm stealing this from the best marketing thinkers in the world.
• 9:30
  SPEAKER_00: The number one piece of know the number one thing is what's better, a sale now or a sale later?
• 9:38
  SPEAKER_00: And the answer is both.
• 9:40
  SPEAKER_00: You want something that converts people now, and you want something that puts you top of mind so they you can convert them later.
• 9:48
  SPEAKER_00: Uh another person's wanting to co-host.
• 9:51
  SPEAKER_00: Why are people so bold?
• 9:53
  SPEAKER_00: Um, what would you Fernand Fetter?
• 9:55
  SPEAKER_00: I think I um got a message from you guys.
• 9:59
  SPEAKER_00: If I didn't come back to you, I apologize.
• 10:02
  SPEAKER_00: I hope I did.
• 10:03
  SPEAKER_00: It's been a bit busy.
• 10:05
  SPEAKER_00: How would you market a catering company?
• 10:09
  SPEAKER_00: Make funny shit about who you are and what you do.
• 10:12
  SPEAKER_00: Funny's hard, not everyone can be funny, but how would you market a catering company?
• 10:18
  SPEAKER_00: It's kind of the same as the coffee cart, like all of the stuff is kind of the same.
• 10:21
  SPEAKER_00: You need to create formats that are about who you are and what you do, and then just consistently build on those formats.
• 10:28
  SPEAKER_00: So there's I think of a format could be like a meet the staff.
• 10:30
  SPEAKER_00: Everyone does every business does a meet the team kind of one.
• 10:33
  SPEAKER_00: That's a little format, you get a nice photo, you write about them in an authentic way about who they are, their story, awesome.
• 10:38
  SPEAKER_00: That's a format.
• 10:39
  SPEAKER_00: Um, but the formats can scale up into video production.
• 10:42
  SPEAKER_00: So you'd want multiple of those about um oh, it's hard on the spot.
• 10:49
  SPEAKER_00: This is kind of why I I end up charging when I work with a business because we get into the weeds as to the exact things they can do.
• 10:55
  SPEAKER_00: But most businesses that are a food product have a process element to them.
• 11:01
  SPEAKER_00: And process is a really interesting, like any client I'm working with now that has a product that's food related or edible, um, we go show me your process of how this is made because process is a shit version of a process video, is day in the life of blah blah blah.
• 11:21
  SPEAKER_00: Unless you've honestly, unless you've got you're kind of real hot, people don't care.
• 11:26
  SPEAKER_00: Um the process of you making something.
• 11:31
  SPEAKER_00: So the hook is something like we've got the best scones in wherever you live.
• 11:37
  SPEAKER_00: Here's how we make them from start to finish, and then just film yourself making the scones, and then at the end do a voiceover about what you're doing.
• 11:45
  SPEAKER_00: That's it.
• 11:45
  SPEAKER_00: That's a real that's a great format.
• 11:47
  SPEAKER_00: Process videos are like really good hang out with me for a day videos.
• 11:53
  SPEAKER_00: If you can get it down to 30-40 seconds and tell a story, lean into the process videos, that's super good.
• 11:58
  SPEAKER_00: And if your shit is really good, there's an aesthetic element to it.
• 12:02
  SPEAKER_00: All you need to be knowing as is that you guys are really good.
• 12:05
  SPEAKER_00: I need to know who you are, where you are, what you do.
• 12:07
  SPEAKER_00: And if you create formats around those things, just rotate that shit forever, do not stop, commit to the long term, carve out some time a week to make that stuff.
• 12:16
  SPEAKER_00: There you go.
• 12:18
  SPEAKER_00: Hi, user299.
• 12:20
  SPEAKER_00: That's very long.
• 12:21
  SPEAKER_00: Hi, I love you, vids.
• 12:22
  SPEAKER_00: My business is perfume decants, but s suck or stuck for content outside of decanting and unboxing.
• 12:29
  SPEAKER_00: Oh, I don't know what perfume decants are.
• 12:31
  SPEAKER_00: Is that like you get perfume and then it's like a refilling thing?
• 12:35
  SPEAKER_00: We're gonna need some more details on that.
• 12:38
  SPEAKER_00: Um got a new message here.
• 12:43
  SPEAKER_00: Fern.
• 12:44
  SPEAKER_00: Fern and Fetter.
• 12:46
  SPEAKER_00: I rate your shirt.
• 12:48
  SPEAKER_00: I'll be in touch again next year.
• 12:49
  SPEAKER_00: Ah, thank you, Fern and Fetter.
• 12:51
  SPEAKER_00: Am I right in saying you're based over in the Waikato?
• 12:53
  SPEAKER_00: Is that true?
• 12:59
  SPEAKER_00: Perfume samples.
• 13:01
  SPEAKER_00: Hi, I love you, Virgin.
• 13:02
  SPEAKER_00: This is the person before.
• 13:04
  SPEAKER_00: My business is perfume decants, but stuck for content outside of decanting and unboxing.
• 13:11
  SPEAKER_00: Your business is perfume decants.
• 13:14
  SPEAKER_00: What is that?
• 13:15
  SPEAKER_00: Wait, how can that be a business?
• 13:18
  SPEAKER_00: I don't understand how that could be a business.
• 13:21
  SPEAKER_00: How is a business putting perfume in a bottle?
• 13:25
  SPEAKER_00: I don't know what that is.
• 13:26
  SPEAKER_00: Um Fern and Fetter, um, you're in Canterbury.
• 13:32
  SPEAKER_00: All right, very good, thank you very much.
• 13:34
  SPEAKER_00: Uh Sam's the New Black would love to pick your brain over a coffee if you're ever in the Hawks Bay.
• 13:38
  SPEAKER_00: Alright, thank you.
• 13:38
  SPEAKER_00: Um we're allow that comment.
• 13:41
  SPEAKER_00: I'm just getting used to these systems, teams.
• 13:43
  SPEAKER_00: Well, yeah, uh, love to, mate.
• 13:45
  SPEAKER_00: The only issue is, and I say this with the most amount of love, um, I love a brain pick.
• 13:52
  SPEAKER_00: But daddy's got a mortgage now.
• 13:55
  SPEAKER_00: So um I've got a couple of people that have messaged me that have gone, uh, hey, we should catch up for a coffee.
• 14:01
  SPEAKER_00: I was like, I'm honestly, I'd love to.
• 14:02
  SPEAKER_00: I'd love to.
• 14:03
  SPEAKER_00: But you almost have to go, is that something you want to invest in?
• 14:06
  SPEAKER_00: Because daddy's got a list of people that want coffees, and daddy's got a mortgage now and two kits.
• 14:10
  SPEAKER_00: So really, it's if you want to get involved and make some shit we can make some shit, then we can fucking do it.
• 14:19
  SPEAKER_00: But daddy's gonna need to send an invoice at some point, just know that.
• 14:23
  SPEAKER_00: What's a consult worth?
• 14:24
  SPEAKER_00: Um, look, it kind of depends.
• 14:30
  SPEAKER_00: Like, look, if you're a re small to medium business, I'm not interested in breaking people's banks.
• 14:34
  SPEAKER_00: I actually care about giving people value that's gonna be with them the long term.
• 14:38
  SPEAKER_00: So we can if small to medium, okay.
• 14:42
  SPEAKER_00: Uh very just fine.
• 14:44
  SPEAKER_00: But if we look, if Noel Leaming messaged me and said, Can you come and consult?
• 14:48
  SPEAKER_00: Just know those motherfuckers are gonna get an invoice.
• 14:50
  SPEAKER_00: So I'd rather not talk about that too much right now with the details, but uh pick it up on email.
• 14:58
  SPEAKER_00: Uh neither did I.
• 15:00
  SPEAKER_00: This is about the perfume decanting, but it's been busy.
• 15:03
  SPEAKER_00: For people who want to try a perfume without the bottle.
• 15:07
  SPEAKER_00: Oh, okay.
• 15:08
  SPEAKER_00: So, like a perfume company sends something to New Zealand, you bottle that up into little samples, and then is that it?
• 15:16
  SPEAKER_00: So you're like a perfume distillation business.
• 15:24
  SPEAKER_00: Tell me if that if that's true or not.
• 15:28
  SPEAKER_00: Wow, okay, that's a fucking weird business.
• 15:30
  SPEAKER_00: Good on you.
• 15:31
  SPEAKER_00: I hope you're making a bit of coin.
• 15:32
  SPEAKER_00: The question then, who's your customer?
• 15:34
  SPEAKER_00: And I don't mean the person buying, is it is it the people buying the samples, or is it retailers of the perfumes that want your samples, or is it both?
• 15:46
  SPEAKER_00: That is a super niche business.
• 15:48
  SPEAKER_00: I love that.
• 15:50
  SPEAKER_00: Wow.
• 15:52
  SPEAKER_00: The fact that even makes any money at all is fantastic.
• 15:58
  SPEAKER_00: Um people have been very nice sending me cross cross set firework.
• 16:07
  SPEAKER_00: Okay, what's oh god, I need to go have some lunch.
• 16:10
  SPEAKER_00: We'll go with another few more minutes, but this has been fun.
• 16:14
  SPEAKER_00: Um okay, if you are a if you are a business that is decanting large bodies of perfume into sample containers, um, okay, okay.
• 16:30
  SPEAKER_00: So the pain point your business solves is that you sell to people samples of a perfume so that they can then choose to invest in that more that perfume basically checking to see if it's good.
• 16:43
  SPEAKER_00: Okay.
• 16:45
  SPEAKER_00: Okay, that is interesting.
• 16:47
  SPEAKER_00: I'm surprised that like the big retailers aren't also banging down your door because that's a great little way for them to.
• 16:55
  SPEAKER_00: Oh shit, my thing's gonna end in uh sorry, my stream's gonna end in about five minutes, apparently.
• 17:00
  SPEAKER_00: Cool, we'll just wrap, we'll go another five minutes.
• 17:02
  SPEAKER_00: Mm-hmm, mm-hmm, mm-hmm.
• 17:04
  SPEAKER_00: Unboxings, yeah, fine.
• 17:06
  SPEAKER_00: You want your content to be all about the pain point that you solve.
• 17:11
  SPEAKER_00: So, what is the pain point that you solve?
• 17:13
  SPEAKER_00: The pain point is we save you money by sending you a sample before you buy the real thing.
• 17:19
  SPEAKER_00: So that's the general message.
• 17:20
  SPEAKER_00: If you if you put that through the wash of a big marketing team, they would come out with some sort of slogan that embodies that entire idea because that's the pain point.
• 17:28
  SPEAKER_00: Every business is solving a pain point, and the best slogans reflect that pain point in a consolidated form.
• 17:34
  SPEAKER_00: So um, yes, what is the pain point?
• 17:39
  SPEAKER_00: You're solved is you're saving money.
• 17:41
  SPEAKER_00: Something like try before you buy is kind of like a kind of what you do.
• 17:46
  SPEAKER_00: So your content needs to have formats around that, tell explain that story.
• 17:52
  SPEAKER_00: Like things like um, let's say uh what can I say?
• 18:00
  SPEAKER_00: I don't really have any props here, they're in use.
• 18:02
  SPEAKER_00: But let's say, see this perfume here, this costs 200 bucks.
• 18:07
  SPEAKER_00: What if you buy it online and then you smell it and you're like this isn't for me?
• 18:10
  SPEAKER_00: What a pain in the ass, what a waste of money.
• 18:12
  SPEAKER_00: Well, with us, and then all of a sudden you come up with I don't know, your little sample, and it's like you could pay five bucks for this and check that it's any good.
• 18:23
  SPEAKER_00: So, a lot of that kind of stuff, make sure that your content's reflecting the pain point that you solve.
• 18:30
  SPEAKER_00: That is a big thing.
• 18:33
  SPEAKER_00: So, a little bit about who you are, it's not that big a deal.
• 18:37
  SPEAKER_00: I don't think this is a thing that needs to be deep love on your employees, maybe, but pain point solving is the big unlock for you because um everyone would want that if you're buying perfume online.
• 18:54
  SPEAKER_00: What formats would you suggest for coffee?
• 18:57
  SPEAKER_00: I think we mentioned this before, but um comparing your like taste testing against other stuff.
• 19:04
  SPEAKER_00: So one thing for you, because you're a smaller operation, you could probably make an enemy out of the bigger operations.
• 19:11
  SPEAKER_00: Um so if you're a small coffee roastery or a small coffee cart business, whatever, um then making an enemy out of the big guys, and you do that by can getting people to blind taste test the coffee.
• 19:29
  SPEAKER_00: Hey, we got this from Blah, here's ours.
• 19:31
  SPEAKER_00: Woo! And then montaging up a bunch of responses.
• 19:34
  SPEAKER_00: Um the owner of the business talk about um why this stuff's better.
• 19:41
  SPEAKER_00: So making an enemy out of the big guys when you're a challenger brand is always a good idea.
• 19:46
  SPEAKER_00: Don't be afraid to do it.
• 19:47
  SPEAKER_00: It can be a little scary.
• 19:48
  SPEAKER_00: You want to do it in a kind of a classy way.
• 19:50
  SPEAKER_00: Like you wouldn't want to go, this is real, this is Robert Harris, this is shit.
• 19:55
  SPEAKER_00: Ours is mint.
• 19:57
  SPEAKER_00: There you go.
• 19:58
  SPEAKER_00: Like, it's a bit much.
• 20:00
  SPEAKER_00: It's a bit much.
• 20:00
  SPEAKER_00: You can do it in a classy way, going, here's a big chain coffee.
• 20:03
  SPEAKER_00: You could even like put the uh you know, you put the tape over it so that you can't see the logo.
• 20:07
  SPEAKER_00: We've hidden the logo for legal reasons.
• 20:10
  SPEAKER_00: Just know that this is every available everywhere in New Zealand.
• 20:13
  SPEAKER_00: This is our coffee.
• 20:14
  SPEAKER_00: Let's see what people in Blah, wherever you're based, think.
• 20:18
  SPEAKER_00: Boom.
• 20:19
  SPEAKER_00: And then montage up their responses.
• 20:21
  SPEAKER_00: That's our format.
• 20:22
  SPEAKER_00: And also you could do that a lot.
• 20:24
  SPEAKER_00: My god, this is all kicking off in here, team.
• 20:26
  SPEAKER_00: Bloody hell.
• 20:27
  SPEAKER_00: How about if you can't really solve the pain like building consent processing services?
• 20:34
  SPEAKER_00: Do it controversy.
• 20:36
  SPEAKER_00: Sorry, controversial take, but the more boring the industry, the more exciting, the bigger the opportunity to cut through because no one's doing anything interesting.
• 20:48
  SPEAKER_00: So if you're in a really boring business, you have a huge opportunity to be really interesting on socials because none of your competitors are.
• 20:55
  SPEAKER_00: Now, exactly what could you do?
• 20:56
  SPEAKER_00: Well, we need to get into the weeds about that, but really at its core, it's entertainment and storytelling.
• 21:02
  SPEAKER_00: Owning boring work is a good idea.
• 21:05
  SPEAKER_00: It's like, hi, we're oh sorry, people just keep bloody want you to come on.
• 21:11
  SPEAKER_00: I'll turn off that co-host for now.
• 21:13
  SPEAKER_00: Um even I would even lead things like with, hi, we're let's say your business is building consent solutions.
• 21:20
  SPEAKER_00: Hi, we're building consent solutions and we're the most boring business in New Zealand.
• 21:24
  SPEAKER_00: Here's why.
• 21:25
  SPEAKER_00: Like, own the boring.
• 21:27
  SPEAKER_00: There's an opportunity there.
• 21:28
  SPEAKER_00: If you are interesting on socials as a boring consent processing service, you're gonna go very well.
• 21:37
  SPEAKER_00: Uh thanks, Andy.
• 21:38
  SPEAKER_00: Have to go, but we'll keep following along their videos.
• 21:40
  SPEAKER_00: Thank you, Sam.
• 21:41
  SPEAKER_00: Flip me an email if you if you want to have some further discussions.
• 21:44
  SPEAKER_00: We've got Caitlin here.
• 21:47
  SPEAKER_00: I got flagged, I think.
• 21:48
  SPEAKER_00: I don't know why.
• 21:51
  SPEAKER_00: Um what did Caitlin say?
• 21:54
  SPEAKER_00: Sorry, Caitlin, I'm just trying to find your message here.
• 21:56
  SPEAKER_00: Andy, I'm from F P Post NZ.
• 21:58
  SPEAKER_00: How good.
• 21:58
  SPEAKER_00: You've influenced.
• 22:00
  SPEAKER_00: Me, what would you suggest for us a B2B business?
• 22:04
  SPEAKER_00: Whoo shit, that's hard.
• 22:07
  SPEAKER_00: That's hard.
• 22:08
  SPEAKER_00: Big businesses often have a tough time on social media, big brands, because there's a lot of vested interest, and it's hard to be authentic when you've got, like, you know, probably about 10 layers of management making sure everything is perfect, particularly because you're kind of in the financy industry world, which has all the T's and C's and things you can and can't say.
• 22:27
  SPEAKER_00: I'm not sure if FPOS is like that, but I know having done some stuff with finance in the past, it's like, oh, you blinked twice.
• 22:32
  SPEAKER_00: That's not allowed in the T's and C's, cut it.
• 22:35
  SPEAKER_00: So what would you suggest for you, B2B?
• 22:40
  SPEAKER_00: I mean, LinkedIn is definitely platform can be a play depending on where you are.
• 22:43
  SPEAKER_00: So LinkedIn is a good opportunity, I think.
• 22:46
  SPEAKER_00: Um what sort of content could you do?
• 22:51
  SPEAKER_00: That would need some time because most it's quite a complicated business you've you're dealing with there.
• 22:59
  SPEAKER_00: That would need some time for us to come up with some ideas.
• 23:02
  SPEAKER_00: I'm kind of on the spot here, and I'm getting a negative feedback loop thinking, hmm, I'd love to give you something quickly, but I don't have something quickly.
• 23:09
  SPEAKER_00: The platform is important.
• 23:12
  SPEAKER_00: I think LinkedIn could probably be your primary thing, B2B.
• 23:16
  SPEAKER_00: And then maybe the others are less so.
• 23:18
  SPEAKER_00: Because ideally you want to be everywhere, but who's got time and money for that?
• 23:22
  SPEAKER_00: Picking the one, thinking of it like placing the right billboard in the right place matters before we worry too much about the content.
• 23:28
  SPEAKER_00: So that's kind of part one is where the hell are we gonna go?
• 23:32
  SPEAKER_00: And then when we make that play, are we gonna let's go deep into that?
• 23:36
  SPEAKER_00: So that's a platform discussion primarily for you guys, but then I think it goes back to what we were talking about before about pain points.
• 23:45
  SPEAKER_00: What pain point does yours solve?
• 23:49
  SPEAKER_00: There's I mean, a lot of people use your stuff, so I think there could be a lot of testimonials, just short-form stories of like 20 to 30 seconds of people who use what you do, and just having a never end-that's your one key format that's just going.
• 24:02
  SPEAKER_00: Kiwis, love watching Kiwis.
• 24:03
  SPEAKER_00: If you went full-on like country calendar version of just like 30 seconds of hey, I'm blah blah small to medium business.
• 24:10
  SPEAKER_00: We've been using F Plus New Zealand for blah blah blah.
• 24:13
  SPEAKER_00: We love them for these reasons, blah, blah, blah.
• 24:15
  SPEAKER_00: And you let the people who use your shit tell your story.
• 24:17
  SPEAKER_00: That's kind of where I'd want to start as a key pillar.
• 24:20
  SPEAKER_00: And then you probably I think also big businesses with CEOs, huge opportunity is if you're a CEO of a major business, for God's sake, get famous on socials.
• 24:30
  SPEAKER_00: Just the word CEO is such a powerful piece of language.
• 24:33
  SPEAKER_00: Make your CEO famous, make your founder.
• 24:35
  SPEAKER_00: I was saying this to the warehouse the other day.
• 24:37
  SPEAKER_00: Why the hell is Stephen Tyndall not on your socials every day?
• 24:41
  SPEAKER_00: You know?
• 24:43
  SPEAKER_00: So if you're a CEO of a large business, think Jason Parris from 1NZ, that guy.
• 24:50
  SPEAKER_00: That guy every day.
• 24:51
  SPEAKER_00: Come on.
• 24:51
  SPEAKER_00: I don't even know if he's there anymore, but the only reason I haven't switched to 1NZ is because I can't be fucked.
• 24:57
  SPEAKER_00: I would.
• 24:58
  SPEAKER_00: If I was getting a phone company right now, I'd go straight to 1NZ because I was like Jason Parris, that guy seems cool.
• 25:03
  SPEAKER_00: I'm pretty sure he's even resigned, but I'd still do it because he's created so much goodwill in my brain.
• 25:07
  SPEAKER_00: So make your CEO famous.
• 25:09
  SPEAKER_00: And they'll love that too, because their board will be like, oh, everyone's talking about you.
• 25:14
  SPEAKER_00: Um and then m use your customers as the stars of the show.
• 25:21
  SPEAKER_00: I think that's useful.
• 25:22
  SPEAKER_00: But please, uh Caitlin, please do flip me a message on socials or on email if you wanted to chat more.
• 25:30
  SPEAKER_00: And loan market, agree referral sell.
• 25:37
  SPEAKER_00: Yes, but the tone of it matters.
• 25:40
  SPEAKER_00: So I'm working down here in the Bioplenty with an app that is doing basically delivery for everything.
• 25:47
  SPEAKER_00: It's kind of like Uber, but it does everything.
• 25:50
  SPEAKER_00: And one of the key parts that ewing is is delivering to tradies out and about on building sites.
• 25:55
  SPEAKER_00: It's an amazing app and it could do amazing things.
• 25:57
  SPEAKER_00: You'll probably hear about it in the next few years.
• 25:59
  SPEAKER_00: But we're doing we're basing most of the social um footprint on testimonials from people who use the stuff.
• 26:10
  SPEAKER_00: But where my little secret unlock is working well is I know how to get them being authentic and really get them talking as though they are humans and they're not having a gun to their head going, be positive about it.
• 26:20
  SPEAKER_00: You want to select the right people, and if you don't quite have the right people, you need someone to direct what's coming out of their mouth a little bit.
• 26:26
  SPEAKER_00: That's really important because there's nothing worse than.
• 26:31
  SPEAKER_00: Hi, I'm Debbie, and I feel I build a house with GJ Gardner Homes.
• 26:35
  SPEAKER_00: And if I don't get these words right, I'm gonna be really sad because I'm on my 20th take and I'm struggling to read the script.
• 26:41
  SPEAKER_00: You need to get it really chill and authentic.
• 26:46
  SPEAKER_00: Um, bye, Yanay.
• 26:48
  SPEAKER_00: Thank you, Andy.
• 26:49
  SPEAKER_00: Catch you later.
• 26:50
  SPEAKER_00: All good?
• 26:51
  SPEAKER_00: Um, that's a good start, I think.
• 26:54
  SPEAKER_00: I don't know what constitutes a good start on this ship, but people um seem to be asking questions, which I was not expecting.
• 27:04
  SPEAKER_00: Okay, team.
• 27:05
  SPEAKER_00: Well, uh, we'll leave you be.
• 27:08
  SPEAKER_00: Much love.
• 27:10
  SPEAKER_00: Thank you for that.
• 27:11
  SPEAKER_00: This was this was odd, but awesome.
• 27:15
  SPEAKER_00: Okay, do I just hit this off button?
• 27:17
  SPEAKER_00: I think I do.
• 27:18
  SPEAKER_00: Bye.