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Retail Roundup: Fire Up Your Marketing · Wisdom by WESA

• 0:00
  Foreign.
• 0:05
  You
• 0:05
  are
• 0:05
  listening
• 0:05
  to
• 0:06
  the
• 0:06
  Horse
• 0:06
  Radio
• 0:06
  Network,
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  part
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  of
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  the
• 0:07
  Equine
• 0:08
  Network
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  family.
• 0:11
  Well,
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  hi
• 0:12
  everybody.
• 0:12
  Welcome
• 0:13
  back
• 0:13
  to
• 0:13
  the
• 0:13
  WESA
• 0:14
  Retail
• 0:14
  Roundup.
• 0:14
  I
• 0:15
  am
• 0:15
  Glenn
• 0:15
  the
• 0:15
  Geek,
• 0:15
  founder
• 0:16
  of
• 0:16
  the
• 0:16
  Horse
• 0:16
  Radio
• 0:16
  Network
• 0:17
  and
• 0:17
  host
• 0:17
  of
• 0:17
  Horses
• 0:17
  in
• 0:18
  the
• 0:18
  Morning,
• 0:18
  the
• 0:18
  daily
• 0:19
  podcast.
• 0:19
  This
• 0:20
  week
• 0:20
  is
• 0:20
  our
• 0:21
  15th
• 0:21
  anniversary,
• 0:23
  so
• 0:24
  we're
• 0:24
  excited
• 0:25
  to
• 0:25
  celebrate
• 0:26
  that
• 0:26
  and
• 0:27
  I
• 0:27
  want
• 0:27
  to
• 0:27
  welcome
• 0:28
  you
• 0:28
  here.
• 0:29
  The
• 0:29
  Retail
• 0:30
  Roundup
• 0:30
  is
• 0:30
  your
• 0:30
  go
• 0:30
  to
• 0:31
  virtual
• 0:31
  hub
• 0:31
  for
• 0:32
  all
• 0:32
  things
• 0:32
  retail.
• 0:33
  Panel
• 0:33
  discussions,
• 0:34
  webinars,
• 0:35
  guests
• 0:36
  like
• 0:36
  today,
• 0:37
  and
• 0:38
  you
• 0:38
  can
• 0:39
  participate
• 0:39
  in
• 0:39
  this
• 0:40
  as
• 0:40
  part
• 0:40
  of
• 0:40
  the
• 0:40
  community
• 0:41
  on
• 0:41
  our
• 0:41
  Facebook
• 0:41
  page.
• 0:42
  Just
• 0:42
  search
• 0:42
  for
• 0:42
  Retail
• 0:43
  Roundup
• 0:43
  on
• 0:43
  Facebook
• 0:44
  and
• 0:44
  you
• 0:44
  can
• 0:44
  hop
• 0:45
  in
• 0:45
  over
• 0:45
  there
• 0:45
  and
• 0:46
  be
• 0:46
  part
• 0:46
  of
• 0:46
  the
• 0:47
  conversation.
• 0:48
  Today
• 0:48
  we're
• 0:48
  talking
• 0:49
  about
• 0:49
  empowering
• 0:49
  retailers
• 0:50
  to
• 0:51
  better
• 0:51
  understand
• 0:51
  how
• 0:52
  strategic
• 0:52
  marketing
• 0:53
  can
• 0:53
  drive
• 0:54
  store
• 0:54
  traffic
• 0:54
  and
• 0:55
  sales
• 0:55
  online
• 0:56
  and
• 0:56
  offline.
• 0:58
  Our
• 0:58
  guest
• 0:58
  is
• 0:58
  Holly.
• 0:59
  Is
• 0:59
  it
• 0:59
  Delon?
• 1:00
  It's
• 1:00
  Delon.
• 1:01
  Delon.
• 1:02
  Okay.
• 1:02
  I
• 1:03
  knew
• 1:03
  one
• 1:04
  person
• 1:04
  with
• 1:04
  your
• 1:05
  same
• 1:05
  last
• 1:05
  name.
• 1:05
  That
• 1:05
  was
• 1:06
  Delone.
• 1:06
  Yes.
• 1:07
  So
• 1:07
  that's
• 1:08
  why
• 1:08
  I
• 1:08
  wasn't
• 1:08
  sure
• 1:08
  if
• 1:09
  I
• 1:09
  had
• 1:09
  it
• 1:09
  right.
• 1:09
  She's
• 1:10
  the
• 1:10
  owner
• 1:10
  and
• 1:10
  creative
• 1:11
  force
• 1:11
  behind
• 1:11
  Firebrand
• 1:12
  Marketing,
• 1:12
  a
• 1:13
  full
• 1:13
  service
• 1:13
  marketing
• 1:14
  agency
• 1:14
  specializing
• 1:15
  in
• 1:15
  helping
• 1:15
  businesses
• 1:16
  ignite
• 1:16
  their
• 1:17
  brand
• 1:17
  presence.
• 1:18
  With
• 1:18
  years
• 1:18
  of
• 1:19
  experience
• 1:19
  in
• 1:19
  digital
• 1:19
  advertising,
• 1:20
  website
• 1:20
  development
• 1:21
  and
• 1:21
  brand
• 1:21
  strategy,
• 1:22
  Holly's
• 1:23
  passion
• 1:23
  lies
• 1:24
  in
• 1:24
  helping
• 1:24
  clients
• 1:24
  stand
• 1:25
  out
• 1:25
  and
• 1:25
  in
• 1:25
  a
• 1:26
  very
• 1:26
  crowded
• 1:26
  market
• 1:27
  today.
• 1:28
  So
• 1:28
  tell
• 1:28
  us
• 1:29
  a
• 1:29
  little
• 1:29
  bit
• 1:29
  about
• 1:29
  firebrand
• 1:30
  marketing.
• 1:30
  What
• 1:30
  do
• 1:31
  you
• 1:31
  guys
• 1:31
  do
• 1:32
  exactly,
• 1:32
  and
• 1:32
  how
• 1:33
  do
• 1:33
  you
• 1:33
  work
• 1:33
  with
• 1:33
  your
• 1:33
  customers?
• 1:34
  Yeah,
• 1:35
  you
• 1:35
  know,
• 1:35
  the
• 1:35
  thing
• 1:35
  about
• 1:35
  firebrand
• 1:36
  marketing
• 1:36
  we
• 1:36
  really
• 1:37
  like
• 1:37
  to
• 1:37
  do
• 1:37
  is
• 1:38
  we
• 1:39
  like
• 1:39
  to
• 1:39
  get
• 1:39
  to
• 1:40
  know
• 1:40
  our
• 1:40
  clients
• 1:41
  really
• 1:41
  well,
• 1:42
  know
• 1:42
  their
• 1:42
  story,
• 1:42
  even
• 1:43
  know
• 1:43
  their
• 1:43
  origin
• 1:44
  story.
• 1:45
  I
• 1:45
  kind
• 1:45
  of
• 1:46
  want
• 1:46
  to
• 1:46
  go
• 1:46
  ahead
• 1:47
  and
• 1:47
  be
• 1:47
  in
• 1:48
  so
• 1:48
  that
• 1:48
  I
• 1:48
  feel
• 1:48
  like
• 1:49
  I
• 1:49
  am
• 1:50
  one
• 1:50
  of
• 1:50
  the
• 1:50
  owners
• 1:51
  of
• 1:51
  your
• 1:51
  business.
• 1:51
  Right.
• 1:52
  Because
• 1:52
  I
• 1:52
  want
• 1:52
  to
• 1:52
  know
• 1:53
  exactly
• 1:53
  who
• 1:53
  your
• 1:53
  customer
• 1:54
  is,
• 1:56
  who
• 1:56
  what,
• 1:56
  you
• 1:56
  know,
• 1:57
  what
• 1:57
  drives
• 1:57
  them,
• 1:57
  what
• 1:58
  are
• 1:58
  their
• 1:58
  hobbies,
• 1:59
  you
• 1:59
  know,
• 2:00
  what's
• 2:00
  working
• 2:00
  for
• 2:00
  you,
• 2:01
  what's
• 2:01
  not
• 2:01
  working.
• 2:02
  And
• 2:02
  so
• 2:02
  we
• 2:02
  really
• 2:03
  start
• 2:03
  off
• 2:03
  a
• 2:03
  lot
• 2:04
  of
• 2:04
  discussions
• 2:05
  about
• 2:06
  your
• 2:06
  brand
• 2:06
  and
• 2:07
  what's
• 2:07
  working,
• 2:08
  what's
• 2:08
  not
• 2:08
  working.
• 2:09
  And
• 2:09
  so
• 2:10
  we
• 2:10
  have
• 2:10
  a
• 2:10
  really
• 2:10
  good
• 2:10
  idea
• 2:11
  of
• 2:12
  who
• 2:12
  you
• 2:12
  are.
• 2:13
  I
• 2:13
  think
• 2:13
  that's
• 2:14
  what's
• 2:14
  a
• 2:14
  little
• 2:14
  bit
• 2:15
  different
• 2:15
  is
• 2:15
  that
• 2:15
  we
• 2:16
  really
• 2:16
  try
• 2:16
  to
• 2:16
  understand
• 2:19
  the
• 2:19
  brand
• 2:20
  before
• 2:20
  we
• 2:20
  move
• 2:20
  forward.
• 2:21
  Because
• 2:21
  I
• 2:21
  think
• 2:22
  that
• 2:22
  if
• 2:22
  it's
• 2:22
  kind
• 2:22
  of
• 2:22
  like
• 2:23
  building
• 2:23
  a
• 2:23
  house
• 2:23
  without
• 2:23
  a
• 2:24
  good
• 2:24
  foundation,
• 2:25
  if
• 2:25
  you
• 2:25
  can
• 2:25
  make
• 2:26
  something
• 2:26
  really
• 2:26
  pretty,
• 2:26
  but
• 2:27
  is
• 2:27
  it
• 2:27
  going
• 2:27
  to
• 2:27
  stand
• 2:27
  up?
• 2:28
  And
• 2:28
  so
• 2:28
  that's
• 2:29
  where
• 2:29
  we
• 2:29
  start.
• 2:29
  And
• 2:30
  then
• 2:30
  we
• 2:30
  start
• 2:30
  layering
• 2:31
  on
• 2:31
  those
• 2:31
  pieces.
• 2:32
  And
• 2:33
  for
• 2:33
  us,
• 2:34
  one
• 2:34
  of
• 2:34
  the
• 2:34
  first
• 2:34
  things
• 2:35
  that
• 2:35
  we
• 2:35
  do
• 2:35
  is
• 2:35
  make
• 2:35
  sure
• 2:36
  you
• 2:36
  have,
• 2:36
  of
• 2:36
  course,
• 2:36
  a
• 2:36
  good
• 2:37
  brand
• 2:37
  image.
• 2:38
  Make
• 2:38
  sure
• 2:39
  that
• 2:39
  your
• 2:39
  logos
• 2:39
  and
• 2:40
  your
• 2:40
  colors
• 2:40
  and
• 2:40
  your
• 2:40
  fonts,
• 2:41
  everything's
• 2:41
  very
• 2:41
  consistent.
• 2:43
  And
• 2:43
  then
• 2:44
  I
• 2:44
  think
• 2:44
  one
• 2:44
  of
• 2:44
  the
• 2:44
  most
• 2:45
  important
• 2:45
  things
• 2:45
  a
• 2:46
  brand
• 2:46
  can
• 2:46
  do
• 2:46
  is
• 2:47
  have
• 2:47
  really
• 2:47
  strong
• 2:48
  creative,
• 2:48
  really
• 2:49
  good
• 2:49
  photography,
• 2:50
  really
• 2:50
  good
• 2:50
  videography.
• 2:52
  It
• 2:53
  is
• 2:53
  really
• 2:53
  like
• 2:53
  trying
• 2:54
  to
• 2:54
  bake
• 2:54
  a
• 2:54
  cake
• 2:54
  without
• 2:55
  flour.
• 2:55
  If
• 2:55
  you
• 2:55
  do
• 2:55
  not
• 2:56
  have
• 2:56
  that,
• 2:57
  you
• 2:57
  can
• 2:58
  run
• 2:58
  ads,
• 2:58
  you
• 2:58
  can
• 2:59
  do
• 2:59
  commercials,
• 2:59
  and
• 3:00
  everything's
• 3:00
  going
• 3:00
  to
• 3:00
  kind
• 3:01
  of
• 3:01
  fall
• 3:01
  flat.
• 3:02
  But
• 3:02
  if
• 3:02
  you
• 3:02
  have
• 3:02
  something
• 3:03
  that
• 3:03
  will
• 3:03
  really
• 3:03
  capture
• 3:04
  somebody's
• 3:05
  eye
• 3:05
  and
• 3:05
  attention,
• 3:06
  you're
• 3:06
  already
• 3:06
  ahead
• 3:07
  of
• 3:07
  the
• 3:07
  game.
• 3:08
  And
• 3:08
  I
• 3:08
  think
• 3:08
  too,
• 3:08
  you're
• 3:09
  talking
• 3:09
  about
• 3:09
  logos.
• 3:10
  It
• 3:10
  sounds
• 3:10
  so
• 3:10
  simple.
• 3:11
  But
• 3:12
  most
• 3:12
  businesses
• 3:13
  do
• 3:13
  their
• 3:13
  logo
• 3:14
  at
• 3:14
  the
• 3:14
  very
• 3:14
  beginning
• 3:15
  and
• 3:15
  15
• 3:15
  years
• 3:15
  later,
• 3:16
  you
• 3:16
  know,
• 3:16
  it
• 3:16
  hasn't
• 3:17
  been
• 3:17
  changed.
• 3:17
  And
• 3:17
  maybe
• 3:18
  it
• 3:18
  wasn't
• 3:18
  very
• 3:18
  good
• 3:19
  to
• 3:19
  begin
• 3:19
  with,
• 3:19
  you
• 3:19
  know,
• 3:20
  so
• 3:20
  well,
• 3:20
  I.
• 3:20
  Mean,
• 3:21
  just
• 3:21
  15
• 3:21
  years
• 3:21
  ago,
• 3:22
  you
• 3:22
  know,
• 3:22
  our.
• 3:23
  Just
• 3:23
  the
• 3:23
  ability
• 3:24
  of
• 3:24
  our
• 3:24
  graphic
• 3:24
  design,
• 3:25
  you
• 3:25
  know,
• 3:25
  capabilities
• 3:26
  and
• 3:26
  all
• 3:26
  the
• 3:27
  different
• 3:27
  tools
• 3:28
  that
• 3:28
  we
• 3:28
  have
• 3:28
  in
• 3:29
  our
• 3:29
  tool
• 3:29
  belt
• 3:29
  are
• 3:30
  so
• 3:30
  much
• 3:30
  better.
• 3:31
  And
• 3:31
  so
• 3:31
  if
• 3:31
  you're,
• 3:33
  look,
• 3:34
  if
• 3:34
  your
• 3:34
  logo
• 3:34
  looks
• 3:35
  like
• 3:35
  you
• 3:35
  made
• 3:35
  it
• 3:35
  on,
• 3:35
  you
• 3:36
  know,
• 3:36
  word,
• 3:36
  word,
• 3:37
  then
• 3:37
  you're
• 3:38
  in
• 3:38
  trouble,
• 3:38
  you
• 3:38
  know
• 3:38
  that
• 3:39
  it
• 3:39
  will,
• 3:39
  it'll
• 3:40
  kind
• 3:40
  of,
• 3:40
  maybe
• 3:41
  you
• 3:41
  can
• 3:41
  have
• 3:41
  the
• 3:42
  best
• 3:42
  business
• 3:42
  in
• 3:42
  the
• 3:42
  world.
• 3:42
  And
• 3:43
  if
• 3:43
  you
• 3:43
  have
• 3:43
  kind
• 3:43
  of
• 3:44
  your
• 3:44
  brand
• 3:44
  doesn't
• 3:45
  look
• 3:45
  like
• 3:46
  very
• 3:46
  professional
• 3:46
  and
• 3:46
  clean,
• 3:47
  then
• 3:47
  people
• 3:48
  are
• 3:48
  going
• 3:48
  to
• 3:48
  make
• 3:48
  a
• 3:48
  snap
• 3:49
  decision
• 3:49
  about
• 3:49
  you
• 3:50
  and
• 3:50
  it
• 3:50
  might
• 3:50
  not
• 3:50
  be
• 3:51
  what
• 3:51
  you
• 3:51
  want.
• 3:52
  What's
• 3:52
  the
• 3:52
  first
• 3:52
  thing?
• 3:53
  So
• 3:53
  with
• 3:53
  a
• 3:53
  retailer,
• 3:54
  let's
• 3:54
  say,
• 3:54
  and
• 3:54
  I
• 3:54
  know
• 3:54
  you
• 3:54
  work
• 3:54
  with
• 3:55
  a
• 3:55
  lot
• 3:55
  of
• 3:55
  retailers
• 3:56
  too,
• 3:57
  what
• 3:57
  with
• 3:57
  a
• 3:58
  retailer,
• 3:58
  what
• 3:59
  is
• 3:59
  the
• 3:59
  most
• 3:59
  common
• 4:00
  thing
• 4:00
  that
• 4:00
  you
• 4:01
  see?
• 4:01
  And
• 4:01
  go,
• 4:01
  okay,
• 4:02
  we
• 4:02
  have
• 4:02
  to
• 4:02
  do
• 4:02
  that
• 4:02
  first.
• 4:05
  This,
• 4:05
  the
• 4:05
  branding,
• 4:06
  you
• 4:06
  know,
• 4:06
  we
• 4:06
  have
• 4:07
  to
• 4:07
  go
• 4:07
  and
• 4:07
  stop.
• 4:07
  Or
• 4:09
  very
• 4:09
  common
• 4:10
  for
• 4:10
  retailers,
• 4:10
  they
• 4:11
  will
• 4:11
  have
• 4:11
  had
• 4:11
  different
• 4:12
  people
• 4:12
  who
• 4:12
  have
• 4:12
  touched
• 4:13
  their
• 4:13
  brand
• 4:13
  over
• 4:13
  the
• 4:14
  years
• 4:14
  and
• 4:14
  they've
• 4:14
  each
• 4:15
  left
• 4:15
  their,
• 4:15
  or
• 4:15
  fingerprints,
• 4:16
  I
• 4:16
  guess
• 4:16
  you
• 4:16
  could
• 4:16
  say
• 4:16
  on
• 4:17
  it.
• 4:17
  So
• 4:18
  one
• 4:18
  person
• 4:18
  like
• 4:19
  this
• 4:19
  logo
• 4:19
  and
• 4:20
  somebody
• 4:20
  else
• 4:20
  like
• 4:20
  this
• 4:21
  logo
• 4:21
  and
• 4:21
  now
• 4:21
  all
• 4:22
  of
• 4:22
  a
• 4:22
  sudden
• 4:23
  we're
• 4:23
  using
• 4:24
  XYZ
• 4:25
  and
• 4:25
  they're
• 4:26
  being
• 4:26
  used
• 4:26
  in
• 4:26
  different
• 4:26
  ways.
• 4:27
  It's
• 4:27
  just
• 4:27
  really
• 4:28
  confusing
• 4:28
  to
• 4:29
  a
• 4:29
  customer.
• 4:30
  And
• 4:30
  so
• 4:30
  usually
• 4:30
  I'm
• 4:31
  like,
• 4:31
  hey,
• 4:31
  let's
• 4:31
  take
• 4:32
  one
• 4:32
  and
• 4:32
  run
• 4:32
  with
• 4:32
  it
• 4:33
  or
• 4:33
  let's
• 4:33
  wipe,
• 4:34
  you
• 4:34
  know,
• 4:34
  the
• 4:35
  slate
• 4:35
  clean
• 4:36
  and
• 4:36
  let's
• 4:36
  start
• 4:36
  fresh
• 4:37
  and
• 4:37
  make
• 4:37
  something
• 4:37
  good.
• 4:38
  And
• 4:38
  then
• 4:39
  for
• 4:39
  the
• 4:39
  whole
• 4:39
  company,
• 4:40
  we
• 4:40
  like
• 4:40
  to
• 4:40
  create
• 4:41
  a
• 4:41
  brand,
• 4:41
  brand
• 4:42
  kit
• 4:42
  and
• 4:42
  a
• 4:42
  brand
• 4:42
  story.
• 4:43
  And
• 4:44
  so
• 4:44
  we
• 4:44
  hand
• 4:45
  it
• 4:45
  over
• 4:45
  to
• 4:46
  everybody
• 4:47
  in
• 4:47
  the
• 4:47
  company
• 4:47
  and
• 4:47
  say,
• 4:48
  okay,
• 4:48
  here
• 4:49
  is
• 4:49
  if
• 4:49
  you
• 4:49
  are
• 4:50
  ordering,
• 4:51
  getting
• 4:51
  something
• 4:52
  monogrammed
• 4:52
  or
• 4:52
  if
• 4:52
  you're
• 4:53
  getting
• 4:53
  banners
• 4:53
  done,
• 4:53
  this
• 4:54
  is
• 4:54
  what
• 4:54
  you're
• 4:54
  sending
• 4:55
  to
• 4:55
  the
• 4:55
  company
• 4:56
  because
• 4:56
  it's
• 4:56
  going
• 4:56
  to
• 4:56
  have
• 4:57
  your,
• 4:57
  your
• 4:57
  approved
• 4:58
  colors,
• 4:58
  your
• 4:59
  approved
• 4:59
  fonts,
• 5:00
  so
• 5:00
  nobody
• 5:00
  can
• 5:01
  really
• 5:01
  get
• 5:01
  off
• 5:01
  base.
• 5:02
  Keeps
• 5:02
  everybody
• 5:03
  on
• 5:03
  the
• 5:03
  same
• 5:03
  page,
• 5:04
  you
• 5:05
  know,
• 5:05
  Another
• 5:05
  place
• 5:06
  that
• 5:06
  it's
• 5:06
  a
• 5:06
  challenge
• 5:07
  for
• 5:07
  retailers
• 5:07
  is
• 5:08
  trying
• 5:08
  to
• 5:08
  stand
• 5:08
  out.
• 5:09
  I
• 5:09
  mean,
• 5:09
  it
• 5:09
  is
• 5:09
  a
• 5:10
  sea
• 5:10
  of
• 5:12
  noise
• 5:12
  on
• 5:13
  the
• 5:13
  Internet,
• 5:13
  I
• 5:13
  guess
• 5:13
  you
• 5:13
  could
• 5:14
  say.
• 5:14
  And
• 5:14
  so
• 5:14
  trying
• 5:14
  to
• 5:15
  stand
• 5:15
  out
• 5:15
  is
• 5:15
  really
• 5:16
  hard
• 5:16
  for
• 5:16
  them.
• 5:17
  And
• 5:17
  a
• 5:17
  common
• 5:18
  mistake
• 5:18
  I
• 5:18
  see
• 5:19
  is
• 5:19
  that
• 5:19
  they
• 5:19
  try
• 5:20
  to
• 5:20
  be
• 5:20
  everywhere
• 5:21
  all
• 5:21
  the
• 5:21
  time,
• 5:22
  and
• 5:22
  they
• 5:22
  are
• 5:23
  just
• 5:23
  spreading
• 5:23
  their
• 5:24
  marketing
• 5:24
  budget
• 5:24
  too
• 5:25
  thin.
• 5:25
  And
• 5:25
  so
• 5:26
  they're
• 5:26
  trying
• 5:26
  to
• 5:27
  advertise
• 5:27
  local
• 5:28
  and
• 5:28
  place
• 5:28
  social
• 5:29
  media
• 5:29
  ads
• 5:30
  and
• 5:30
  they're,
• 5:30
  you
• 5:30
  know,
• 5:30
  they're
• 5:31
  trying
• 5:31
  to
• 5:31
  be
• 5:31
  everybody
• 5:32
  and
• 5:32
  they,
• 5:33
  you
• 5:33
  just
• 5:33
  can't
• 5:33
  be.
• 5:33
  And
• 5:34
  so
• 5:34
  you
• 5:34
  have
• 5:34
  to
• 5:34
  really
• 5:34
  figure
• 5:35
  out
• 5:35
  what
• 5:35
  you
• 5:35
  want
• 5:35
  to
• 5:35
  do
• 5:36
  and
• 5:36
  focus
• 5:37
  in
• 5:37
  on
• 5:37
  a
• 5:37
  few
• 5:37
  areas
• 5:37
  and
• 5:38
  then
• 5:38
  force
• 5:39
  your
• 5:39
  budget
• 5:39
  in
• 5:39
  those
• 5:40
  areas
• 5:40
  and
• 5:41
  that
• 5:41
  will
• 5:41
  help
• 5:41
  you
• 5:42
  stand
• 5:42
  out.
• 5:43
  I
• 5:43
  think
• 5:43
  that
• 5:44
  was
• 5:44
  so
• 5:44
  much
• 5:44
  easier
• 5:45
  20
• 5:45
  years
• 5:45
  ago,
• 5:45
  wasn't
• 5:46
  it?
• 5:46
  Because
• 5:46
  you
• 5:46
  had
• 5:47
  a
• 5:47
  few
• 5:47
  places
• 5:48
  you
• 5:48
  could
• 5:48
  advertise
• 5:49
  and
• 5:50
  you
• 5:50
  focused
• 5:50
  on
• 5:50
  magazines
• 5:51
  was
• 5:51
  really,
• 5:52
  I
• 5:52
  mean,
• 5:52
  back
• 5:53
  then,
• 5:53
  magazines,
• 5:54
  newspapers,
• 5:55
  maybe
• 5:55
  radio
• 5:56
  in
• 5:56
  your
• 5:56
  local
• 5:57
  market,
• 5:57
  maybe.
• 5:58
  But
• 5:58
  today
• 5:58
  it's
• 5:59
  like
• 5:59
  there's
• 5:59
  a
• 5:59
  million.
• 5:59
  Things
• 6:00
  and
• 6:01
  they're
• 6:01
  all,
• 6:01
  I
• 6:01
  mean,
• 6:02
  all
• 6:02
  really
• 6:02
  great
• 6:02
  and
• 6:03
  they
• 6:03
  all,
• 6:03
  you
• 6:03
  know,
• 6:03
  you
• 6:04
  could
• 6:04
  probably
• 6:04
  make
• 6:04
  a
• 6:04
  good
• 6:05
  case
• 6:05
  for
• 6:05
  all
• 6:05
  of
• 6:05
  them,
• 6:06
  but
• 6:06
  you're
• 6:06
  going
• 6:06
  to
• 6:06
  have
• 6:07
  to.
• 6:07
  Sometimes
• 6:08
  I
• 6:08
  just
• 6:08
  tell
• 6:08
  my
• 6:09
  clients,
• 6:09
  I'm
• 6:09
  like,
• 6:09
  where
• 6:10
  are
• 6:10
  you
• 6:10
  going
• 6:10
  for
• 6:10
  your
• 6:11
  information
• 6:11
  and
• 6:11
  where
• 6:11
  are
• 6:12
  you
• 6:12
  spending
• 6:12
  your
• 6:12
  hours?
• 6:14
  Then
• 6:14
  that's
• 6:14
  probably
• 6:15
  a
• 6:15
  good
• 6:15
  indication
• 6:16
  of
• 6:16
  where
• 6:17
  your
• 6:17
  customer
• 6:18
  is
• 6:18
  too.
• 6:18
  And
• 6:19
  every
• 6:19
  market
• 6:19
  is
• 6:19
  different
• 6:20
  that
• 6:20
  way.
• 6:20
  You
• 6:21
  know,
• 6:21
  some,
• 6:21
  some
• 6:21
  markets
• 6:22
  are,
• 6:23
  you
• 6:23
  know,
• 6:23
  our
• 6:23
  TikTok.
• 6:24
  Some
• 6:24
  markets
• 6:24
  are
• 6:24
  Facebook.
• 6:25
  You
• 6:25
  know,
• 6:25
  it
• 6:25
  depends
• 6:26
  who
• 6:26
  your
• 6:26
  customer
• 6:27
  is
• 6:27
  too.
• 6:27
  Yeah,
• 6:28
  we
• 6:28
  found
• 6:28
  a
• 6:28
  lot
• 6:28
  of
• 6:28
  western
• 6:29
  industry,
• 6:30
  maybe
• 6:31
  even
• 6:31
  your
• 6:31
  older
• 6:31
  demographic
• 6:32
  is
• 6:32
  on
• 6:32
  Facebook.
• 6:33
  Yeah.
• 6:33
  And
• 6:34
  a
• 6:34
  lot
• 6:34
  of
• 6:34
  people
• 6:35
  say,
• 6:35
  oh,
• 6:35
  no
• 6:35
  TikTok,
• 6:36
  you
• 6:36
  know,
• 6:36
  and
• 6:36
  so
• 6:36
  that's.
• 6:38
  Right.
• 6:39
  So
• 6:39
  we
• 6:39
  have
• 6:39
  to,
• 6:40
  you
• 6:40
  know,
• 6:40
  you
• 6:40
  have
• 6:40
  to
• 6:41
  make
• 6:41
  sure
• 6:41
  that
• 6:41
  you're
• 6:41
  not
• 6:42
  ignoring,
• 6:43
  you
• 6:43
  know,
• 6:43
  one
• 6:44
  area.
• 6:44
  But
• 6:45
  that's
• 6:45
  one
• 6:45
  reason
• 6:45
  I
• 6:46
  really
• 6:46
  like
• 6:47
  digital
• 6:48
  ads.
• 6:49
  You're
• 6:49
  really
• 6:49
  able
• 6:50
  to
• 6:50
  target
• 6:51
  in
• 6:51
  and
• 6:52
  you're
• 6:52
  paying
• 6:53
  for
• 6:53
  your
• 6:53
  clicks
• 6:54
  and
• 6:54
  you're
• 6:55
  getting
• 6:55
  to
• 6:55
  see
• 6:55
  what
• 6:55
  your
• 6:56
  ROI
• 6:56
  is.
• 6:57
  I'm
• 6:57
  just
• 6:57
  a
• 6:57
  big
• 6:57
  fan
• 6:58
  of
• 6:58
  running
• 6:59
  meta
• 7:00
  ads
• 7:00
  and
• 7:00
  also
• 7:00
  Google
• 7:01
  Ads.
• 7:02
  It's
• 7:02
  just,
• 7:03
  it's
• 7:03
  making
• 7:04
  the
• 7:04
  most
• 7:04
  difference
• 7:05
  for
• 7:05
  my
• 7:05
  clients.
• 7:06
  And
• 7:07
  these
• 7:07
  days,
• 7:07
  you
• 7:08
  know,
• 7:08
  when
• 7:08
  marketing
• 7:08
  dollars
• 7:09
  might
• 7:09
  be
• 7:09
  short,
• 7:10
  can't
• 7:10
  really
• 7:10
  afford
• 7:11
  to
• 7:11
  place
• 7:11
  a
• 7:11
  $15,000
• 7:12
  ad
• 7:12
  in
• 7:13
  a
• 7:13
  new
• 7:13
  magazine
• 7:14
  and
• 7:14
  just
• 7:14
  hope
• 7:14
  it,
• 7:15
  hope
• 7:15
  it
• 7:15
  does
• 7:15
  well
• 7:16
  or
• 7:16
  I
• 7:16
  hope
• 7:16
  that
• 7:17
  generated
• 7:17
  some
• 7:18
  something
• 7:18
  for
• 7:19
  us.
• 7:19
  And
• 7:19
  so
• 7:20
  that's
• 7:20
  where
• 7:20
  we've
• 7:21
  been
• 7:21
  putting
• 7:21
  our
• 7:21
  money.
• 7:23
  Are
• 7:23
  you
• 7:23
  seeing
• 7:23
  while
• 7:24
  you're
• 7:24
  on
• 7:24
  that
• 7:24
  topic,
• 7:25
  okay.
• 7:25
  With
• 7:26
  AI
• 7:26
  showing
• 7:27
  up
• 7:27
  and
• 7:27
  answering
• 7:28
  most
• 7:28
  people's
• 7:28
  questions
• 7:29
  at
• 7:29
  the
• 7:29
  top
• 7:29
  and
• 7:29
  them
• 7:29
  not
• 7:30
  looking
• 7:30
  any
• 7:30
  further
• 7:30
  than
• 7:31
  that,
• 7:32
  is
• 7:32
  that
• 7:32
  going
• 7:32
  to
• 7:33
  affect
• 7:34
  Google
• 7:34
  Ad
• 7:35
  advertising
• 7:35
  and
• 7:36
  meta
• 7:36
  advertising?
• 7:37
  I
• 7:37
  think
• 7:38
  instead
• 7:38
  of
• 7:38
  affecting,
• 7:39
  I
• 7:39
  think
• 7:39
  it'll
• 7:39
  inform
• 7:40
  it
• 7:40
  a
• 7:40
  little
• 7:40
  bit
• 7:41
  more.
• 7:41
  I
• 7:41
  think
• 7:41
  AI
• 7:42
  is
• 7:42
  just
• 7:42
  helping
• 7:42
  us
• 7:43
  in
• 7:43
  all
• 7:43
  areas
• 7:44
  get
• 7:44
  a
• 7:44
  little
• 7:44
  smarter
• 7:45
  and
• 7:45
  kind
• 7:46
  of
• 7:46
  run
• 7:47
  further
• 7:47
  faster,
• 7:48
  I
• 7:48
  guess.
• 7:48
  And
• 7:49
  so
• 7:49
  I
• 7:49
  don't,
• 7:50
  I
• 7:50
  don't
• 7:50
  foresee
• 7:51
  those
• 7:52
  digital
• 7:52
  advertising
• 7:53
  being
• 7:53
  any
• 7:53
  less
• 7:53
  effective.
• 7:54
  I
• 7:54
  think
• 7:54
  it's
• 7:55
  just
• 7:55
  going
• 7:55
  to,
• 7:55
  you're
• 7:55
  going
• 7:55
  to
• 7:55
  find
• 7:56
  your
• 7:56
  better,
• 7:56
  your
• 7:57
  target
• 7:57
  audience
• 7:57
  better.
• 7:59
  One
• 7:59
  thing,
• 7:59
  I
• 8:00
  don't
• 8:00
  know
• 8:00
  if
• 8:01
  this
• 8:01
  is
• 8:01
  something
• 8:01
  you
• 8:01
  want
• 8:01
  to
• 8:01
  get
• 8:01
  into
• 8:02
  right
• 8:02
  now,
• 8:02
  but
• 8:03
  we've
• 8:03
  been
• 8:03
  seeing
• 8:03
  kind
• 8:04
  of
• 8:04
  a
• 8:04
  big
• 8:05
  tip
• 8:05
  for
• 8:06
  retailers
• 8:07
  is
• 8:08
  your
• 8:09
  most
• 8:09
  valuable
• 8:09
  thing
• 8:10
  that
• 8:10
  you
• 8:10
  have
• 8:10
  is
• 8:10
  your
• 8:10
  customer
• 8:11
  list.
• 8:12
  And
• 8:12
  if
• 8:12
  you
• 8:13
  are
• 8:13
  not
• 8:13
  taking
• 8:13
  your
• 8:14
  customer
• 8:14
  list
• 8:14
  and
• 8:15
  running
• 8:15
  ads
• 8:16
  on
• 8:16
  meta
• 8:16
  and
• 8:17
  using
• 8:18
  your
• 8:18
  audience
• 8:18
  source
• 8:19
  with
• 8:19
  your
• 8:19
  customer
• 8:20
  list,
• 8:20
  you're
• 8:20
  missing
• 8:20
  out.
• 8:21
  And
• 8:22
  what
• 8:22
  you
• 8:22
  can
• 8:22
  do
• 8:23
  is
• 8:23
  you
• 8:23
  can
• 8:23
  upload,
• 8:23
  they
• 8:24
  want
• 8:24
  your
• 8:24
  emails
• 8:25
  and
• 8:25
  you
• 8:25
  upload
• 8:25
  those
• 8:25
  and
• 8:26
  say,
• 8:26
  these
• 8:26
  are
• 8:26
  my
• 8:26
  customers.
• 8:27
  And
• 8:27
  so
• 8:27
  it's
• 8:28
  already
• 8:28
  retargeting
• 8:29
  your
• 8:29
  customers.
• 8:29
  And
• 8:30
  then
• 8:30
  you
• 8:30
  can
• 8:30
  add
• 8:31
  on
• 8:31
  what
• 8:32
  we
• 8:32
  call
• 8:32
  a
• 8:32
  lookalike
• 8:32
  audience.
• 8:33
  And
• 8:34
  so
• 8:34
  you
• 8:34
  can
• 8:35
  find
• 8:36
  people
• 8:36
  who
• 8:36
  look
• 8:36
  like
• 8:37
  your
• 8:37
  customers.
• 8:38
  And
• 8:38
  then
• 8:38
  you're
• 8:39
  really
• 8:39
  cooking
• 8:40
  with
• 8:40
  Crisco,
• 8:41
  I
• 8:41
  guess,
• 8:41
  at
• 8:41
  that
• 8:41
  point.
• 8:42
  And
• 8:42
  so
• 8:43
  I
• 8:43
  would
• 8:43
  say,
• 8:44
  you
• 8:44
  know,
• 8:44
  if
• 8:44
  you're
• 8:45
  not
• 8:45
  doing
• 8:45
  that,
• 8:45
  write
• 8:46
  that
• 8:46
  down.
• 8:46
  And
• 8:46
  that's
• 8:46
  like
• 8:47
  step
• 8:47
  one,
• 8:47
  if
• 8:47
  you're
• 8:48
  running
• 8:48
  ads,
• 8:49
  you
• 8:49
  need
• 8:49
  to
• 8:49
  be
• 8:49
  doing
• 8:50
  it,
• 8:50
  not
• 8:50
  just
• 8:51
  boosting
• 8:51
  ads.
• 8:52
  That's
• 8:52
  a
• 8:52
  waste
• 8:52
  of
• 8:52
  money.
• 8:53
  You
• 8:53
  have
• 8:53
  to
• 8:53
  go
• 8:53
  in
• 8:54
  Ads
• 8:54
  manager.
• 8:55
  It's
• 8:55
  a
• 8:55
  little
• 8:55
  bit
• 8:55
  of
• 8:56
  a
• 8:56
  Lyft
• 8:57
  if
• 8:57
  you've
• 8:57
  never
• 8:57
  done
• 8:57
  it
• 8:57
  before.
• 8:59
  That's
• 8:59
  why
• 8:59
  it's
• 8:59
  probably
• 9:00
  good
• 9:00
  to
• 9:00
  get
• 9:00
  somebody
• 9:00
  to
• 9:00
  help
• 9:01
  you.
• 9:01
  You
• 9:01
  know,
• 9:01
  somebody
• 9:02
  who
• 9:02
  knows
• 9:02
  what
• 9:02
  they're
• 9:02
  doing.
• 9:03
  And
• 9:04
  that's
• 9:04
  the
• 9:04
  most
• 9:05
  effective
• 9:05
  way
• 9:06
  to
• 9:06
  run
• 9:06
  ads
• 9:07
  and
• 9:07
  drive
• 9:07
  results.
• 9:08
  Wow,
• 9:08
  I
• 9:09
  didn't
• 9:09
  know
• 9:09
  that.
• 9:09
  So
• 9:09
  there
• 9:09
  you
• 9:09
  go.
• 9:10
  It's
• 9:11
  a
• 9:11
  little
• 9:11
  scary.
• 9:11
  I
• 9:11
  mean,
• 9:12
  you
• 9:12
  know,
• 9:12
  as
• 9:13
  a
• 9:13
  customer
• 9:13
  myself,
• 9:14
  you're
• 9:15
  like,
• 9:15
  oh,
• 9:15
  wow,
• 9:15
  you
• 9:16
  can
• 9:16
  do
• 9:16
  that.
• 9:16
  You
• 9:16
  know,
• 9:17
  you
• 9:17
  can
• 9:17
  really
• 9:17
  get
• 9:18
  down
• 9:18
  and
• 9:18
  target
• 9:18
  people
• 9:19
  and.
• 9:20
  But
• 9:20
  your
• 9:20
  data
• 9:21
  is
• 9:21
  the
• 9:21
  most
• 9:21
  important
• 9:22
  thing
• 9:22
  that
• 9:22
  you
• 9:22
  have.
• 9:23
  And
• 9:23
  so
• 9:24
  be
• 9:24
  sure
• 9:24
  that
• 9:24
  you're
• 9:25
  growing
• 9:26
  your
• 9:27
  email
• 9:27
  list
• 9:27
  and
• 9:28
  asking
• 9:28
  people
• 9:29
  for
• 9:29
  their
• 9:30
  phone
• 9:30
  numbers
• 9:31
  or
• 9:31
  just
• 9:31
  growing
• 9:32
  that
• 9:32
  customer
• 9:32
  list
• 9:33
  in
• 9:33
  many
• 9:33
  different
• 9:33
  ways.
• 9:35
  Even
• 9:35
  just
• 9:35
  targeting
• 9:36
  them
• 9:36
  with
• 9:36
  an
• 9:36
  email
• 9:37
  every
• 9:37
  once
• 9:37
  in
• 9:37
  a
• 9:37
  while
• 9:38
  is
• 9:38
  a
• 9:38
  great
• 9:39
  almost.
• 9:39
  That's
• 9:40
  a
• 9:40
  free
• 9:40
  way
• 9:40
  to
• 9:40
  reach
• 9:41
  back
• 9:41
  out
• 9:41
  to
• 9:41
  people.
• 9:42
  There's
• 9:42
  a
• 9:42
  reason
• 9:43
  all
• 9:43
  those
• 9:43
  big
• 9:43
  companies
• 9:44
  are
• 9:44
  annoyingly
• 9:45
  asking
• 9:45
  you
• 9:45
  what
• 9:45
  your
• 9:45
  email
• 9:46
  is
• 9:46
  at.
• 9:46
  Checkout.
• 9:49
  Data
• 9:49
  is
• 9:49
  king.
• 9:50
  I
• 9:50
  Guess
• 9:50
  you
• 9:50
  could
• 9:50
  say.
• 9:51
  And
• 9:51
  so
• 9:51
  it's
• 9:51
  really
• 9:51
  important
• 9:52
  to
• 9:52
  do
• 9:52
  that.
• 9:54
  For
• 9:55
  retailers
• 9:55
  who
• 9:55
  feel
• 9:56
  their
• 9:56
  brand
• 9:56
  has
• 9:56
  gone
• 9:57
  stale,
• 9:57
  that
• 9:58
  it's,
• 9:58
  you
• 9:58
  know,
• 9:58
  they've
• 9:58
  been
• 9:59
  doing
• 9:59
  the
• 9:59
  same
• 9:59
  thing
• 9:59
  for
• 9:59
  a
• 9:59
  lot
• 10:00
  of
• 10:00
  years.
• 10:01
  Where
• 10:01
  should
• 10:01
  they
• 10:01
  start
• 10:02
  with
• 10:02
  refreshing
• 10:03
  their
• 10:03
  identity
• 10:04
  and
• 10:04
  their
• 10:04
  messaging?
• 10:05
  Where
• 10:05
  do
• 10:05
  you
• 10:05
  start?
• 10:06
  Okay,
• 10:07
  I.
• 10:07
  Where
• 10:08
  I
• 10:08
  always
• 10:08
  start
• 10:08
  for
• 10:09
  people
• 10:09
  like
• 10:09
  this
• 10:09
  is
• 10:10
  I
• 10:10
  start
• 10:10
  with
• 10:10
  a
• 10:10
  focus
• 10:10
  group
• 10:11
  because
• 10:11
  I
• 10:11
  want
• 10:12
  to
• 10:12
  know
• 10:12
  why.
• 10:12
  Why
• 10:12
  is
• 10:12
  your
• 10:13
  brand
• 10:13
  going
• 10:13
  stale
• 10:14
  or
• 10:14
  what's
• 10:14
  going
• 10:14
  wrong?
• 10:15
  And
• 10:15
  so
• 10:15
  I
• 10:16
  would
• 10:16
  go
• 10:16
  and
• 10:16
  ask
• 10:17
  people,
• 10:17
  maybe
• 10:17
  people
• 10:18
  aren't
• 10:18
  familiar
• 10:19
  with
• 10:19
  you,
• 10:19
  what
• 10:19
  do
• 10:19
  you
• 10:20
  think
• 10:20
  of
• 10:20
  this
• 10:20
  brand
• 10:20
  and
• 10:20
  who
• 10:21
  do
• 10:21
  you
• 10:21
  think
• 10:21
  we
• 10:21
  are?
• 10:21
  Like,
• 10:22
  if
• 10:22
  you
• 10:22
  see
• 10:22
  this,
• 10:22
  what
• 10:23
  do
• 10:23
  you
• 10:23
  think
• 10:23
  we
• 10:23
  do?
• 10:24
  And
• 10:24
  their
• 10:24
  answers
• 10:25
  might
• 10:25
  be
• 10:26
  surprising
• 10:26
  or
• 10:26
  maybe
• 10:27
  they
• 10:27
  get
• 10:27
  what
• 10:27
  you
• 10:28
  are
• 10:28
  doing,
• 10:29
  but
• 10:29
  that's
• 10:29
  a
• 10:29
  really
• 10:29
  good
• 10:30
  place
• 10:30
  to
• 10:30
  start.
• 10:31
  Just
• 10:31
  start
• 10:32
  kind
• 10:32
  of
• 10:32
  asking
• 10:32
  around.
• 10:34
  I
• 10:34
  think
• 10:34
  you'll
• 10:35
  learn
• 10:35
  more
• 10:35
  because
• 10:36
  it's
• 10:36
  kind
• 10:36
  of
• 10:36
  like,
• 10:36
  I
• 10:36
  don't
• 10:37
  want
• 10:37
  to
• 10:37
  run
• 10:37
  along
• 10:37
  this,
• 10:38
  down
• 10:38
  this
• 10:39
  road
• 10:39
  and
• 10:39
  spend
• 10:39
  a
• 10:40
  bunch
• 10:40
  of
• 10:40
  money
• 10:40
  if
• 10:40
  I
• 10:40
  just
• 10:41
  didn't
• 10:41
  hit
• 10:41
  the
• 10:41
  mark
• 10:42
  in
• 10:42
  the
• 10:42
  beginning.
• 10:44
  And
• 10:44
  then
• 10:44
  the
• 10:44
  other
• 10:44
  thing
• 10:44
  I
• 10:45
  would
• 10:45
  do
• 10:45
  is
• 10:45
  find
• 10:45
  your
• 10:46
  top
• 10:46
  three
• 10:46
  messaging
• 10:47
  pillars.
• 10:48
  I
• 10:48
  think
• 10:48
  that's
• 10:49
  for
• 10:49
  anybody.
• 10:50
  It's
• 10:50
  like,
• 10:50
  who
• 10:51
  are
• 10:51
  we
• 10:51
  and
• 10:51
  what
• 10:52
  do
• 10:52
  we
• 10:52
  do?
• 10:52
  Like,
• 10:52
  what
• 10:52
  are
• 10:53
  our
• 10:53
  main
• 10:53
  three
• 10:53
  things
• 10:54
  that
• 10:54
  we're
• 10:54
  wanting
• 10:55
  to
• 10:55
  a
• 10:55
  customer
• 10:55
  to
• 10:55
  know
• 10:56
  about
• 10:56
  us?
• 10:56
  And
• 10:57
  then
• 10:57
  let
• 10:57
  that
• 10:57
  inform
• 10:58
  everything
• 10:59
  you
• 10:59
  do,
• 10:59
  whether
• 11:00
  it's
• 11:00
  your
• 11:00
  ads,
• 11:01
  whether
• 11:01
  it's
• 11:02
  your
• 11:02
  social
• 11:02
  media
• 11:02
  content,
• 11:04
  whether
• 11:04
  if
• 11:04
  you're
• 11:04
  doing
• 11:05
  an
• 11:05
  interview
• 11:06
  like
• 11:06
  this
• 11:07
  one.
• 11:07
  If
• 11:07
  I'm
• 11:07
  going
• 11:07
  to
• 11:08
  talk,
• 11:08
  I'm
• 11:08
  going
• 11:08
  to
• 11:08
  talk
• 11:08
  about
• 11:09
  the
• 11:09
  three
• 11:09
  things,
• 11:10
  you
• 11:10
  know,
• 11:10
  that
• 11:10
  we're
• 11:10
  known
• 11:10
  for.
• 11:11
  We
• 11:11
  do
• 11:12
  and
• 11:12
  run
• 11:13
  along
• 11:13
  that.
• 11:13
  And
• 11:13
  then
• 11:13
  I
• 11:14
  would
• 11:14
  say,
• 11:14
  what
• 11:15
  are
• 11:15
  your
• 11:15
  visuals
• 11:16
  look
• 11:16
  like?
• 11:17
  Are
• 11:17
  they
• 11:17
  engaging?
• 11:19
  Are
• 11:19
  you
• 11:19
  running
• 11:19
  enough
• 11:20
  video
• 11:20
  on
• 11:20
  social
• 11:21
  media?
• 11:21
  Are
• 11:21
  you
• 11:22
  just
• 11:22
  doing
• 11:22
  pictures?
• 11:24
  That's
• 11:25
  probably
• 11:25
  what
• 11:25
  I
• 11:26
  would
• 11:26
  look
• 11:26
  at
• 11:26
  first.
• 11:26
  That
• 11:27
  comes
• 11:27
  back
• 11:27
  to
• 11:27
  one
• 11:27
  of
• 11:28
  the
• 11:28
  conversations
• 11:28
  we
• 11:29
  had
• 11:29
  with
• 11:29
  the
• 11:29
  accounting
• 11:29
  person
• 11:30
  a
• 11:30
  couple
• 11:31
  episodes
• 11:32
  ago
• 11:32
  where
• 11:32
  we
• 11:32
  talked
• 11:33
  about
• 11:33
  knowing
• 11:33
  what
• 11:33
  your
• 11:34
  profitable
• 11:34
  verticals
• 11:35
  are.
• 11:36
  And
• 11:36
  obviously
• 11:37
  you
• 11:37
  want
• 11:37
  that
• 11:37
  to
• 11:37
  kind
• 11:38
  of
• 11:38
  coordinate
• 11:38
  with
• 11:38
  your,
• 11:39
  your
• 11:39
  three
• 11:39
  pillars
• 11:40
  right
• 11:40
  there
• 11:41
  because,
• 11:41
  you
• 11:41
  know,
• 11:42
  you
• 11:42
  don't
• 11:42
  want
• 11:42
  to
• 11:42
  be,
• 11:43
  you
• 11:43
  don't
• 11:43
  want
• 11:43
  to
• 11:43
  be
• 11:43
  promoting
• 11:43
  something
• 11:44
  that
• 11:44
  in
• 11:45
  the
• 11:45
  end
• 11:45
  is
• 11:45
  not
• 11:45
  profitable
• 11:46
  in
• 11:46
  any
• 11:46
  way.
• 11:47
  Yes.
• 11:47
  I
• 11:47
  mean,
• 11:47
  we,
• 11:48
  I
• 11:48
  just
• 11:48
  actually,
• 11:48
  the
• 11:48
  meeting
• 11:49
  before
• 11:49
  this,
• 11:49
  we
• 11:49
  started,
• 11:50
  we
• 11:50
  were
• 11:50
  visiting
• 11:51
  about
• 11:51
  going
• 11:52
  to
• 11:52
  January
• 11:52
  Wesa
• 11:53
  and
• 11:53
  what's
• 11:53
  working
• 11:54
  and
• 11:54
  what
• 11:54
  worked.
• 11:55
  And
• 11:56
  some
• 11:56
  of
• 11:56
  the
• 11:56
  buyer
• 11:57
  at
• 11:57
  Westa
• 11:58
  is
• 11:58
  different
• 11:58
  than
• 11:59
  another
• 11:59
  segment
• 11:59
  of
• 12:00
  our
• 12:00
  buyer.
• 12:00
  So
• 12:00
  we
• 12:00
  were
• 12:00
  like,
• 12:01
  okay,
• 12:01
  we're
• 12:01
  going
• 12:01
  to
• 12:01
  be
• 12:02
  presenting.
• 12:03
  Who
• 12:03
  are
• 12:03
  we
• 12:03
  talking
• 12:03
  to
• 12:04
  and
• 12:04
  what
• 12:04
  were
• 12:04
  they
• 12:05
  interested
• 12:05
  in?
• 12:05
  August.
• 12:06
  And
• 12:06
  so
• 12:07
  I'm
• 12:07
  not
• 12:07
  going
• 12:07
  to
• 12:07
  try
• 12:07
  to
• 12:07
  force
• 12:08
  something
• 12:09
  that,
• 12:09
  that's
• 12:10
  popular
• 12:10
  in
• 12:10
  a
• 12:10
  different
• 12:11
  market
• 12:12
  for
• 12:12
  Wesa.
• 12:12
  So
• 12:13
  that's,
• 12:13
  I
• 12:13
  think
• 12:13
  that
• 12:13
  that's
• 12:14
  the
• 12:14
  main
• 12:14
  thing
• 12:15
  is
• 12:15
  just
• 12:15
  really
• 12:16
  remember
• 12:16
  who
• 12:16
  you're
• 12:16
  talking
• 12:17
  to.
• 12:17
  And
• 12:18
  you
• 12:18
  know
• 12:18
  what,
• 12:18
  that's
• 12:19
  funny
• 12:19
  because
• 12:19
  that
• 12:19
  goes
• 12:20
  across
• 12:20
  any
• 12:20
  business.
• 12:20
  You
• 12:21
  know,
• 12:21
  I'm
• 12:21
  in
• 12:21
  the
• 12:21
  podcasting
• 12:22
  business.
• 12:22
  The
• 12:22
  same
• 12:23
  thing.
• 12:23
  We
• 12:23
  have
• 12:23
  to
• 12:23
  know
• 12:23
  who's
• 12:23
  listening.
• 12:24
  It's
• 12:24
  the
• 12:25
  same
• 12:25
  thing.
• 12:25
  It,
• 12:26
  you
• 12:26
  know,
• 12:26
  it
• 12:26
  doesn't
• 12:26
  change
• 12:27
  that.
• 12:29
  So
• 12:30
  what
• 12:30
  are
• 12:30
  the
• 12:30
  top
• 12:31
  things?
• 12:31
  Or
• 12:31
  let
• 12:32
  me
• 12:32
  ask
• 12:32
  you
• 12:32
  this.
• 12:33
  How
• 12:34
  is
• 12:34
  it
• 12:35
  important
• 12:35
  for
• 12:36
  your
• 12:37
  brick
• 12:37
  and
• 12:37
  mortar
• 12:38
  to
• 12:39
  branding
• 12:39
  and
• 12:40
  messaging
• 12:41
  to
• 12:41
  match
• 12:41
  the
• 12:42
  website?
• 12:42
  Or
• 12:43
  can
• 12:43
  they
• 12:43
  be
• 12:43
  a
• 12:43
  little
• 12:44
  disjointed?
• 12:44
  No,
• 12:45
  everything
• 12:46
  has
• 12:46
  to
• 12:46
  be
• 12:46
  the
• 12:46
  same.
• 12:47
  Yeah.
• 12:47
  So
• 12:48
  I
• 12:48
  think
• 12:48
  it's
• 12:48
  just
• 12:48
  really
• 12:49
  confusing
• 12:49
  to
• 12:50
  a
• 12:50
  customer
• 12:51
  if
• 12:51
  you
• 12:52
  are,
• 12:52
  you
• 12:52
  know,
• 12:53
  red
• 12:54
  and
• 12:54
  gold,
• 12:54
  everything
• 12:55
  online
• 12:55
  and
• 12:56
  on
• 12:56
  social
• 12:56
  media,
• 12:57
  and
• 12:57
  then
• 12:57
  all
• 12:57
  of
• 12:57
  a
• 12:57
  sudden,
• 12:58
  you
• 12:58
  know,
• 12:58
  they're
• 12:59
  trying
• 12:59
  to
• 12:59
  drive
• 12:59
  by
• 12:59
  and
• 13:00
  find
• 13:00
  your
• 13:00
  store
• 13:01
  and
• 13:01
  it's,
• 13:02
  you
• 13:02
  know,
• 13:02
  hunter
• 13:02
  green
• 13:03
  and
• 13:03
  blue
• 13:03
  or
• 13:04
  something.
• 13:04
  I'm
• 13:04
  just,
• 13:04
  it's
• 13:05
  just,
• 13:05
  you
• 13:05
  really.
• 13:06
  It's
• 13:06
  just
• 13:07
  make
• 13:07
  it
• 13:07
  easy
• 13:07
  on
• 13:08
  people.
• 13:08
  You
• 13:09
  might
• 13:09
  be
• 13:09
  tired
• 13:09
  of
• 13:09
  looking
• 13:10
  at
• 13:10
  it
• 13:10
  because
• 13:11
  as
• 13:11
  the
• 13:11
  owner
• 13:11
  of
• 13:11
  the
• 13:12
  business
• 13:12
  or
• 13:13
  marketing
• 13:13
  director,
• 13:13
  you're
• 13:14
  seeing
• 13:14
  it
• 13:14
  every
• 13:14
  single
• 13:15
  day.
• 13:15
  But
• 13:16
  you
• 13:16
  have
• 13:16
  to
• 13:16
  know
• 13:16
  that
• 13:16
  your,
• 13:17
  your
• 13:17
  customer
• 13:18
  is
• 13:18
  not
• 13:18
  having
• 13:19
  that
• 13:19
  much
• 13:19
  frequency
• 13:20
  interaction
• 13:20
  with
• 13:21
  your
• 13:21
  brand.
• 13:21
  And
• 13:21
  so
• 13:22
  it's
• 13:22
  important
• 13:22
  for
• 13:22
  it
• 13:22
  to
• 13:22
  stay
• 13:23
  consistent.
• 13:24
  And
• 13:24
  so
• 13:25
  we
• 13:25
  did
• 13:25
  a
• 13:25
  project
• 13:26
  for
• 13:26
  a
• 13:26
  big
• 13:26
  retail
• 13:27
  group
• 13:27
  and
• 13:28
  we
• 13:28
  just
• 13:29
  made
• 13:29
  sure
• 13:29
  that
• 13:29
  everything
• 13:30
  looked,
• 13:31
  you
• 13:31
  know,
• 13:31
  had
• 13:31
  great
• 13:32
  visuals
• 13:32
  and
• 13:33
  even
• 13:33
  some
• 13:33
  of
• 13:33
  the
• 13:33
  photography
• 13:34
  we
• 13:34
  would
• 13:34
  use,
• 13:35
  we
• 13:35
  would
• 13:35
  use
• 13:35
  it
• 13:35
  over,
• 13:36
  you
• 13:36
  know,
• 13:36
  in
• 13:36
  different
• 13:37
  places,
• 13:38
  advertising,
• 13:38
  billboards
• 13:39
  and
• 13:39
  in
• 13:40
  store,
• 13:40
  just
• 13:41
  because
• 13:41
  people
• 13:42
  were
• 13:42
  like,
• 13:42
  yes,
• 13:43
  this
• 13:43
  is,
• 13:43
  this
• 13:44
  is
• 13:44
  that
• 13:44
  brand
• 13:44
  that
• 13:45
  I
• 13:45
  liked.
• 13:45
  Even
• 13:45
  if
• 13:46
  they
• 13:46
  can't
• 13:46
  even
• 13:46
  remember
• 13:46
  your
• 13:46
  name,
• 13:47
  sometimes
• 13:47
  they'll
• 13:47
  remember
• 13:48
  what
• 13:48
  you
• 13:49
  look
• 13:49
  like.
• 13:49
  And
• 13:49
  so
• 13:50
  if
• 13:50
  you
• 13:50
  keep
• 13:50
  that
• 13:50
  up,
• 13:50
  that's
• 13:51
  good.
• 13:51
  And
• 13:52
  even
• 13:52
  we
• 13:52
  brought
• 13:52
  it
• 13:53
  into
• 13:53
  the
• 13:53
  store,
• 13:53
  we
• 13:54
  had
• 13:54
  the
• 13:54
  same
• 13:54
  look
• 13:55
  for
• 13:56
  section
• 13:57
  markers,
• 13:57
  we
• 13:58
  had
• 13:58
  signage
• 13:59
  for
• 13:59
  the
• 13:59
  different
• 13:59
  sections
• 14:00
  of
• 14:00
  the
• 14:00
  store,
• 14:00
  and
• 14:01
  we
• 14:01
  just
• 14:01
  brought
• 14:01
  that
• 14:01
  same
• 14:02
  look
• 14:02
  inside
• 14:02
  the
• 14:02
  store.
• 14:03
  And
• 14:03
  it
• 14:03
  also
• 14:03
  just
• 14:03
  makes
• 14:03
  you
• 14:04
  look
• 14:04
  really
• 14:04
  clean,
• 14:05
  professional
• 14:05
  and
• 14:06
  tidy,
• 14:06
  I
• 14:06
  think.
• 14:08
  So
• 14:08
  that's.
• 14:09
  Well,
• 14:10
  it
• 14:10
  invokes
• 14:10
  confidence
• 14:11
  that
• 14:11
  you
• 14:11
  know
• 14:11
  what
• 14:11
  you're
• 14:12
  doing.
• 14:12
  I
• 14:12
  mean,
• 14:12
  that's.
• 14:13
  Yeah,
• 14:13
  yeah,
• 14:14
  you
• 14:14
  look
• 14:14
  professional.
• 14:15
  Yeah.
• 14:16
  Before
• 14:16
  we
• 14:16
  get
• 14:16
  off
• 14:17
  of
• 14:17
  focus
• 14:17
  groups,
• 14:17
  I
• 14:18
  did
• 14:18
  want
• 14:18
  to
• 14:18
  mention
• 14:18
  too,
• 14:19
  we're
• 14:20
  one
• 14:20
  of
• 14:20
  the
• 14:20
  very
• 14:20
  few
• 14:20
  podcasts,
• 14:21
  I
• 14:21
  think,
• 14:21
  in
• 14:21
  the
• 14:21
  world
• 14:22
  that
• 14:22
  has
• 14:22
  a
• 14:22
  focus
• 14:22
  group.
• 14:23
  And
• 14:24
  we
• 14:24
  have
• 14:24
  a
• 14:24
  focus
• 14:24
  group
• 14:25
  that
• 14:25
  comments
• 14:25
  and
• 14:25
  we
• 14:25
  do
• 14:25
  a
• 14:26
  daily
• 14:26
  show
• 14:26
  and
• 14:26
  they
• 14:26
  comment.
• 14:28
  We
• 14:28
  get
• 14:28
  feedback
• 14:29
  on
• 14:29
  every
• 14:30
  episode,
• 14:30
  every
• 14:31
  day,
• 14:32
  from
• 14:32
  the
• 14:32
  guests
• 14:33
  to
• 14:33
  our
• 14:33
  segments
• 14:34
  to
• 14:34
  Everything.
• 14:35
  And
• 14:35
  so
• 14:35
  we're
• 14:36
  constantly
• 14:36
  looking
• 14:37
  that
• 14:38
  it's
• 14:38
  a
• 14:38
  good
• 14:38
  idea
• 14:39
  to
• 14:39
  do
• 14:39
  the
• 14:39
  focus
• 14:39
  group
• 14:40
  like
• 14:40
  you
• 14:40
  talked
• 14:40
  about,
• 14:40
  but
• 14:41
  then
• 14:41
  revisit
• 14:41
  it
• 14:41
  again
• 14:42
  in
• 14:42
  a
• 14:42
  year
• 14:42
  and
• 14:43
  see
• 14:43
  how
• 14:43
  it's
• 14:43
  changed,
• 14:44
  see
• 14:44
  what
• 14:45
  you
• 14:45
  can
• 14:45
  learn
• 14:45
  year,
• 14:46
  six
• 14:46
  months,
• 14:46
  whatever
• 14:47
  that
• 14:47
  is.
• 14:48
  Focus
• 14:48
  groups
• 14:49
  are
• 14:50
  a
• 14:50
  great
• 14:51
  idea
• 14:51
  all
• 14:51
  the
• 14:51
  time
• 14:52
  because
• 14:52
  you
• 14:53
  do
• 14:53
  learn.
• 14:53
  We
• 14:54
  learn
• 14:54
  so
• 14:54
  much
• 14:55
  now.
• 14:55
  You
• 14:56
  know,
• 14:56
  there's
• 14:56
  always
• 14:56
  two
• 14:57
  sides
• 14:57
  to
• 14:57
  focus
• 14:57
  group.
• 14:58
  There's
• 14:58
  the
• 14:58
  extremes
• 14:58
  in
• 14:59
  the
• 14:59
  middle
• 14:59
  and
• 14:59
  obviously
• 15:00
  the
• 15:00
  extremes
• 15:00
  of
• 15:01
  the
• 15:01
  extremes,
• 15:01
  they
• 15:01
  always
• 15:02
  are
• 15:02
  the
• 15:02
  extremes.
• 15:03
  I
• 15:03
  look
• 15:03
  at
• 15:03
  the
• 15:03
  middle,
• 15:04
  I
• 15:04
  look
• 15:04
  at
• 15:04
  what's
• 15:04
  the
• 15:04
  middle
• 15:05
  saying,
• 15:05
  you
• 15:05
  know,
• 15:06
  and
• 15:07
  you
• 15:07
  know,
• 15:07
  we
• 15:07
  always
• 15:08
  take
• 15:08
  a
• 15:08
  look
• 15:08
  at
• 15:08
  that.
• 15:08
  We
• 15:08
  always
• 15:08
  have
• 15:09
  a
• 15:09
  focus
• 15:09
  group
• 15:09
  that's
• 15:09
  large
• 15:10
  enough
• 15:10
  that
• 15:10
  there
• 15:10
  is
• 15:10
  a
• 15:10
  middle
• 15:11
  and
• 15:12
  that
• 15:12
  we
• 15:12
  can
• 15:12
  always
• 15:12
  be
• 15:13
  looking
• 15:13
  at
• 15:13
  to
• 15:13
  what
• 15:13
  the
• 15:13
  middle
• 15:14
  saying.
• 15:14
  And
• 15:14
  if
• 15:14
  they're
• 15:14
  in
• 15:14
  a
• 15:14
  consensus
• 15:15
  about
• 15:15
  something,
• 15:15
  we
• 15:16
  know
• 15:16
  we
• 15:16
  have
• 15:16
  to
• 15:16
  change
• 15:16
  it.
• 15:18
  Yeah.
• 15:18
  And
• 15:18
  I
• 15:18
  think
• 15:18
  that
• 15:19
  it's
• 15:19
  interesting.
• 15:19
  I,
• 15:20
  I
• 15:20
  look
• 15:20
  like
• 15:21
  at
• 15:22
  places
• 15:22
  like
• 15:22
  Boot
• 15:23
  Barn
• 15:23
  or
• 15:23
  Cavenders
• 15:24
  or
• 15:25
  even
• 15:25
  NRS
• 15:25
  Supply
• 15:26
  and
• 15:27
  each
• 15:27
  one
• 15:27
  of
• 15:27
  those
• 15:28
  has,
• 15:29
  you
• 15:29
  know,
• 15:29
  I
• 15:29
  know
• 15:29
  the
• 15:29
  people,
• 15:30
  some
• 15:30
  people
• 15:30
  that
• 15:30
  work
• 15:31
  at
• 15:31
  each
• 15:31
  of
• 15:31
  those
• 15:31
  and
• 15:32
  their
• 15:32
  customer
• 15:33
  might
• 15:33
  not
• 15:34
  look
• 15:34
  exactly
• 15:35
  like
• 15:35
  them.
• 15:35
  And
• 15:36
  so
• 15:36
  they
• 15:36
  are
• 15:36
  really,
• 15:37
  they
• 15:37
  do
• 15:37
  a
• 15:37
  great
• 15:38
  job
• 15:38
  of
• 15:38
  making
• 15:38
  sure
• 15:39
  that
• 15:39
  they
• 15:40
  are
• 15:40
  hitting
• 15:40
  all
• 15:40
  different
• 15:41
  customer
• 15:41
  groups
• 15:42
  and
• 15:43
  not
• 15:43
  being
• 15:44
  kind
• 15:45
  of
• 15:45
  blind
• 15:45
  to
• 15:45
  that
• 15:46
  because
• 15:46
  that
• 15:46
  could
• 15:46
  be
• 15:46
  a
• 15:46
  really
• 15:47
  big
• 15:47
  tick
• 15:47
  up
• 15:48
  in
• 15:48
  your,
• 15:49
  you
• 15:49
  know,
• 15:49
  your
• 15:49
  profitability.
• 15:51
  Be
• 15:51
  open
• 15:51
  minded
• 15:52
  though,
• 15:52
  because
• 15:52
  you're
• 15:53
  going
• 15:53
  to
• 15:53
  hear
• 15:53
  things
• 15:53
  that
• 15:53
  you
• 15:53
  maybe
• 15:54
  thought
• 15:54
  you
• 15:54
  weren't
• 15:54
  going
• 15:55
  to.
• 15:56
  Oh,
• 15:56
  yeah,
• 15:58
  I
• 15:58
  know
• 15:58
  that
• 15:58
  sounds
• 15:59
  like
• 15:59
  a
• 15:59
  simple
• 15:59
  statement,
• 15:59
  but
• 16:00
  sometimes
• 16:01
  it
• 16:01
  hurts.
• 16:01
  Well,
• 16:02
  you
• 16:02
  know,
• 16:02
  it
• 16:02
  becomes
• 16:03
  our,
• 16:04
  our
• 16:04
  brands
• 16:04
  are
• 16:04
  kind
• 16:05
  of
• 16:05
  our
• 16:05
  babies
• 16:05
  or
• 16:06
  you
• 16:06
  know,
• 16:06
  retail
• 16:07
  stores
• 16:07
  and
• 16:07
  you
• 16:07
  put
• 16:08
  a
• 16:08
  lot
• 16:08
  of
• 16:08
  effort
• 16:09
  and
• 16:09
  work
• 16:09
  into
• 16:09
  it
• 16:10
  and
• 16:10
  so,
• 16:11
  you
• 16:12
  know,
• 16:12
  a
• 16:12
  lot
• 16:12
  of
• 16:12
  hours
• 16:13
  and
• 16:13
  you
• 16:13
  painfully
• 16:14
  decided
• 16:14
  what
• 16:14
  to
• 16:14
  buy
• 16:15
  and,
• 16:16
  and
• 16:16
  then
• 16:16
  you
• 16:16
  must.
• 16:17
  Run
• 16:17
  into
• 16:17
  that
• 16:17
  all
• 16:17
  the
• 16:18
  time.
• 16:18
  Well,
• 16:19
  we
• 16:19
  do.
• 16:19
  You
• 16:19
  know,
• 16:20
  it's
• 16:20
  interesting
• 16:20
  because
• 16:21
  not
• 16:21
  only
• 16:21
  our
• 16:21
  marketing
• 16:22
  group,
• 16:22
  but
• 16:22
  we
• 16:22
  also
• 16:23
  own
• 16:24
  a
• 16:24
  brand
• 16:24
  and
• 16:25
  a
• 16:25
  retail
• 16:25
  store.
• 16:25
  And
• 16:26
  so
• 16:26
  we
• 16:26
  are
• 16:27
  kind
• 16:27
  of
• 16:27
  seeing
• 16:27
  this.
• 16:29
  You're
• 16:29
  living
• 16:29
  it
• 16:29
  in
• 16:29
  real
• 16:30
  time.
• 16:30
  Right.
• 16:30
  You
• 16:31
  know,
• 16:31
  and
• 16:31
  we're
• 16:31
  always
• 16:32
  doing,
• 16:32
  hey,
• 16:32
  let's
• 16:33
  order
• 16:33
  some
• 16:33
  of
• 16:33
  that
• 16:33
  and
• 16:33
  see
• 16:34
  how
• 16:34
  it
• 16:34
  goes
• 16:35
  at
• 16:35
  that
• 16:36
  event.
• 16:36
  And
• 16:36
  you
• 16:37
  know,
• 16:37
  you
• 16:37
  kind
• 16:37
  of
• 16:37
  get
• 16:37
  some
• 16:37
  instant
• 16:38
  feedback
• 16:38
  and
• 16:39
  just
• 16:39
  trying
• 16:39
  to
• 16:40
  get
• 16:40
  that
• 16:40
  feedback
• 16:40
  all
• 16:40
  the
• 16:41
  time.
• 16:41
  But
• 16:42
  I
• 16:42
  know
• 16:42
  one
• 16:42
  time
• 16:43
  I
• 16:43
  was
• 16:43
  behind
• 16:44
  a
• 16:44
  lady
• 16:44
  and
• 16:44
  she
• 16:44
  picked
• 16:45
  something
• 16:45
  up
• 16:45
  and
• 16:45
  made
• 16:46
  a
• 16:46
  comment
• 16:46
  about
• 16:46
  it
• 16:46
  and
• 16:47
  I
• 16:47
  was
• 16:47
  like,
• 16:47
  you
• 16:48
  know,
• 16:48
  it
• 16:48
  kind
• 16:48
  of.
• 16:49
  But
• 16:50
  anyways,
• 16:51
  it's
• 16:51
  fine
• 16:51
  though.
• 16:51
  That
• 16:52
  was,
• 16:52
  that
• 16:52
  was
• 16:52
  her
• 16:52
  opinion.
• 16:52
  And
• 16:53
  I
• 16:53
  was
• 16:53
  like,
• 16:53
  okay,
• 16:53
  well,
• 16:53
  people,
• 16:54
  I
• 16:54
  don't
• 16:54
  know
• 16:54
  if
• 16:54
  people,
• 16:55
  if
• 16:55
  that's
• 16:55
  selling.
• 16:56
  And
• 16:56
  maybe
• 16:56
  that's
• 16:56
  what,
• 16:56
  what's
• 16:57
  going
• 16:57
  on
• 16:57
  in
• 16:57
  their
• 16:57
  brains.
• 16:58
  They
• 16:58
  don't
• 16:58
  like
• 16:58
  that.
• 16:59
  So
• 16:59
  I'm
• 16:59
  listening.
• 17:00
  Yeah.
• 17:00
  In
• 17:01
  a
• 17:01
  way,
• 17:01
  your
• 17:01
  sales
• 17:01
  are
• 17:02
  a
• 17:02
  focus
• 17:02
  group
• 17:02
  too,
• 17:03
  right?
• 17:03
  I
• 17:03
  mean,
• 17:04
  they're
• 17:04
  telling
• 17:04
  you,
• 17:04
  I
• 17:04
  don't
• 17:05
  want
• 17:05
  that
• 17:05
  product
• 17:05
  or
• 17:06
  I
• 17:06
  want
• 17:06
  more
• 17:06
  of
• 17:06
  that
• 17:07
  product.
• 17:07
  Right.
• 17:08
  Or
• 17:08
  that
• 17:08
  line
• 17:08
  of
• 17:09
  products.
• 17:09
  And
• 17:10
  we
• 17:10
  just
• 17:10
  made
• 17:10
  a
• 17:10
  decision
• 17:11
  today
• 17:11
  to
• 17:12
  cut
• 17:12
  like
• 17:12
  a
• 17:12
  lower
• 17:13
  third
• 17:13
  off.
• 17:14
  And
• 17:14
  not
• 17:14
  that
• 17:15
  it
• 17:15
  wasn't
• 17:15
  selling,
• 17:16
  you
• 17:16
  know,
• 17:16
  it
• 17:16
  wasn't
• 17:16
  zero
• 17:17
  sales,
• 17:18
  but
• 17:18
  I
• 17:18
  think
• 17:18
  sometimes
• 17:19
  to
• 17:19
  cut
• 17:20
  and
• 17:20
  then
• 17:20
  replace
• 17:21
  with
• 17:21
  things
• 17:22
  that
• 17:22
  are
• 17:23
  fresh
• 17:24
  or
• 17:24
  maybe
• 17:25
  informed
• 17:25
  from
• 17:26
  your,
• 17:26
  your
• 17:26
  top
• 17:27
  seller
• 17:27
  say,
• 17:27
  hey,
• 17:28
  you
• 17:28
  know,
• 17:28
  we're
• 17:28
  going
• 17:28
  to
• 17:28
  cut
• 17:28
  these
• 17:29
  and
• 17:29
  then
• 17:29
  we're
• 17:29
  going
• 17:29
  to
• 17:29
  use
• 17:30
  these
• 17:30
  to
• 17:30
  influence
• 17:30
  our
• 17:31
  purchasing.
• 17:32
  Maybe
• 17:33
  that's
• 17:33
  a
• 17:33
  good
• 17:33
  idea
• 17:34
  too.
• 17:35
  How
• 17:35
  often
• 17:36
  should
• 17:37
  a
• 17:37
  retailer
• 17:38
  update
• 17:38
  website?
• 17:39
  So
• 17:39
  the
• 17:40
  website's
• 17:40
  going
• 17:40
  along.
• 17:41
  I've
• 17:41
  had
• 17:41
  it
• 17:41
  for
• 17:41
  years.
• 17:42
  It's
• 17:42
  not
• 17:43
  broken.
• 17:44
  Right.
• 17:44
  But
• 17:45
  does
• 17:45
  it
• 17:46
  need
• 17:46
  updated?
• 17:47
  So
• 17:48
  here's
• 17:48
  the
• 17:49
  thing,
• 17:49
  and
• 17:49
  I
• 17:49
  know
• 17:49
  this
• 17:50
  is
• 17:51
  SEO,
• 17:51
  you
• 17:52
  know,
• 17:52
  search
• 17:52
  engine
• 17:52
  optimization
• 17:53
  loves
• 17:54
  a
• 17:54
  good
• 17:54
  updated
• 17:55
  website.
• 17:55
  And
• 17:55
  so
• 17:56
  I
• 17:56
  tell
• 17:56
  clients,
• 17:57
  hey,
• 17:57
  I
• 17:57
  know
• 17:57
  that
• 17:58
  this
• 17:58
  is
• 17:58
  a
• 17:58
  pain,
• 17:59
  but
• 17:59
  SEO
• 17:59
  is
• 18:00
  not
• 18:00
  a
• 18:00
  fix
• 18:00
  it
• 18:01
  and
• 18:01
  forget
• 18:01
  it
• 18:01
  situation.
• 18:02
  It's
• 18:03
  like
• 18:03
  a
• 18:03
  little
• 18:03
  monster
• 18:03
  and
• 18:04
  you
• 18:04
  have
• 18:04
  to
• 18:04
  feed
• 18:04
  it
• 18:04
  all
• 18:04
  the
• 18:04
  time.
• 18:05
  And
• 18:05
  so
• 18:06
  what
• 18:06
  you
• 18:06
  have
• 18:06
  to
• 18:06
  do
• 18:06
  is
• 18:07
  keep
• 18:07
  that
• 18:08
  website
• 18:08
  refreshed.
• 18:09
  You
• 18:09
  know,
• 18:10
  whether
• 18:10
  it's
• 18:11
  just
• 18:11
  changing
• 18:12
  out
• 18:12
  some
• 18:12
  images
• 18:13
  or.
• 18:13
  We
• 18:13
  have
• 18:14
  had
• 18:14
  a
• 18:14
  lot
• 18:14
  of
• 18:14
  good
• 18:15
  luck
• 18:15
  with
• 18:16
  blog
• 18:16
  posts.
• 18:16
  And
• 18:17
  I
• 18:17
  know
• 18:17
  you
• 18:17
  think,
• 18:17
  oh,
• 18:18
  gosh,
• 18:18
  blog
• 18:18
  post.
• 18:18
  Who's
• 18:19
  really
• 18:19
  clicking
• 18:19
  over
• 18:19
  there
• 18:20
  and
• 18:20
  reading
• 18:20
  all
• 18:20
  those?
• 18:21
  But
• 18:21
  Google
• 18:22
  loves
• 18:22
  blog
• 18:22
  posts
• 18:23
  because
• 18:23
  it's
• 18:23
  data.
• 18:24
  And
• 18:24
  so
• 18:25
  Google
• 18:25
  puts
• 18:25
  a
• 18:26
  high
• 18:26
  value
• 18:26
  on
• 18:27
  all
• 18:27
  that
• 18:27
  information
• 18:28
  and
• 18:29
  not
• 18:29
  just
• 18:29
  AI
• 18:30
  generated
• 18:31
  blog
• 18:31
  posts,
• 18:32
  because
• 18:32
  it
• 18:32
  can
• 18:32
  sniff
• 18:33
  that
• 18:33
  out
• 18:33
  now,
• 18:33
  unfortunately.
• 18:34
  And
• 18:34
  so
• 18:34
  you
• 18:34
  have
• 18:34
  to
• 18:35
  really
• 18:35
  have
• 18:35
  some
• 18:35
  good,
• 18:35
  thoughtful
• 18:37
  information
• 18:37
  for
• 18:37
  people.
• 18:38
  But
• 18:38
  that
• 18:38
  does
• 18:39
  help.
• 18:39
  And
• 18:39
  so
• 18:39
  that's
• 18:40
  a
• 18:40
  good
• 18:40
  way
• 18:40
  to
• 18:41
  keep,
• 18:41
  you
• 18:41
  know,
• 18:41
  I
• 18:41
  would
• 18:42
  say
• 18:42
  do
• 18:42
  something
• 18:42
  to
• 18:43
  your
• 18:43
  website
• 18:43
  at
• 18:43
  least
• 18:43
  once
• 18:44
  a
• 18:44
  month.
• 18:44
  You
• 18:44
  know,
• 18:44
  give
• 18:45
  it
• 18:45
  a
• 18:45
  little
• 18:45
  love.
• 18:46
  Of
• 18:46
  course,
• 18:46
  if
• 18:46
  you're,
• 18:47
  if
• 18:47
  you're
• 18:47
  a
• 18:47
  retailer,
• 18:47
  you're,
• 18:48
  you're
• 18:48
  uploading
• 18:48
  and
• 18:49
  downloading
• 18:49
  products.
• 18:50
  That's
• 18:50
  good.
• 18:51
  Making
• 18:52
  some
• 18:52
  social
• 18:53
  media
• 18:53
  connections.
• 18:55
  You,
• 18:55
  you
• 18:55
  definitely
• 18:56
  should
• 18:56
  not
• 18:56
  just
• 18:56
  let
• 18:57
  your
• 18:57
  website
• 18:57
  just
• 18:57
  sit.
• 18:58
  It's,
• 18:58
  it's
• 18:59
  gonna,
• 18:59
  you're,
• 18:59
  you're
• 18:59
  just
• 18:59
  gonna
• 19:00
  see
• 19:00
  your
• 19:00
  SEO
• 19:00
  just
• 19:01
  keep
• 19:01
  going
• 19:02
  down.
• 19:04
  How
• 19:04
  about,
• 19:04
  I
• 19:05
  know
• 19:05
  you
• 19:05
  have
• 19:05
  the
• 19:05
  conversation
• 19:06
  all
• 19:06
  the
• 19:06
  time
• 19:06
  about
• 19:07
  marketing
• 19:07
  budget
• 19:08
  with
• 19:09
  clients,
• 19:09
  and
• 19:10
  that's
• 19:10
  a
• 19:10
  tough
• 19:10
  one,
• 19:10
  right?
• 19:14
  How
• 19:14
  do
• 19:14
  you
• 19:14
  determine
• 19:15
  what
• 19:15
  a
• 19:15
  marketing
• 19:16
  budget
• 19:16
  should
• 19:16
  be?
• 19:17
  I
• 19:17
  think
• 19:18
  it's
• 19:18
  real.
• 19:18
  I
• 19:18
  mean,
• 19:19
  obviously
• 19:19
  it
• 19:19
  depends
• 19:19
  on
• 19:19
  the
• 19:20
  client,
• 19:20
  right.
• 19:20
  If
• 19:20
  you're
• 19:21
  a
• 19:22
  mom
• 19:22
  and
• 19:22
  pop,
• 19:23
  you
• 19:23
  know,
• 19:24
  like
• 19:24
  single
• 19:25
  store
• 19:25
  and
• 19:26
  you
• 19:26
  know,
• 19:26
  $500
• 19:27
  feels
• 19:27
  like
• 19:27
  a
• 19:27
  lot
• 19:28
  to
• 19:28
  you
• 19:28
  to
• 19:28
  spend
• 19:29
  on
• 19:29
  advertising,
• 19:31
  but
• 19:31
  I
• 19:31
  would
• 19:31
  not
• 19:31
  on
• 19:32
  digital
• 19:32
  ads,
• 19:33
  I
• 19:33
  wouldn't
• 19:33
  do
• 19:33
  any
• 19:33
  less
• 19:34
  than
• 19:34
  $500
• 19:35
  a
• 19:35
  month.
• 19:35
  You're
• 19:36
  just
• 19:36
  not
• 19:36
  getting
• 19:37
  a
• 19:37
  good
• 19:37
  enough
• 19:37
  data
• 19:38
  set
• 19:39
  to,
• 19:40
  you
• 19:40
  know,
• 19:40
  you're
• 19:41
  really
• 19:41
  wanting
• 19:42
  the
• 19:42
  algorithm
• 19:43
  to
• 19:43
  figure
• 19:43
  out
• 19:43
  your
• 19:44
  ad
• 19:44
  and
• 19:44
  start
• 19:44
  serving
• 19:45
  it
• 19:45
  to
• 19:45
  the
• 19:45
  right
• 19:45
  people.
• 19:46
  Anything
• 19:46
  less
• 19:47
  than
• 19:47
  500,
• 19:47
  it's
• 19:48
  just
• 19:48
  not
• 19:48
  going
• 19:48
  to
• 19:48
  do
• 19:48
  you
• 19:48
  justice.
• 19:49
  So
• 19:49
  500
• 19:50
  is
• 19:50
  kind
• 19:50
  of
• 19:50
  your.
• 19:51
  That's
• 19:51
  my
• 19:52
  starting.
• 19:52
  Yeah,
• 19:52
  that's
• 19:53
  my
• 19:53
  starting.
• 19:53
  That's
• 19:54
  the
• 19:54
  starting
• 19:54
  place
• 19:54
  for
• 19:55
  small,
• 19:56
  you
• 19:56
  know,
• 19:56
  but
• 19:56
  if
• 19:57
  you're
• 19:57
  a
• 19:57
  large
• 19:57
  brand,
• 19:58
  you
• 19:59
  need
• 19:59
  to
• 19:59
  be
• 19:59
  in
• 19:59
  the
• 19:59
  thousands
• 20:00
  as
• 20:00
  far
• 20:00
  as
• 20:01
  digital
• 20:01
  advertising
• 20:02
  goes
• 20:02
  because
• 20:02
  you
• 20:03
  know,
• 20:03
  you
• 20:03
  think
• 20:03
  about
• 20:03
  it,
• 20:03
  if
• 20:03
  you're
• 20:04
  a
• 20:04
  mom
• 20:04
  and
• 20:04
  pop
• 20:04
  store,
• 20:05
  you
• 20:05
  can
• 20:05
  probably
• 20:06
  set
• 20:06
  your
• 20:06
  advertising
• 20:07
  to
• 20:08
  this
• 20:08
  town
• 20:09
  and
• 20:10
  one
• 20:10
  hour,
• 20:10
  two
• 20:11
  hour
• 20:11
  radius,
• 20:11
  you
• 20:12
  know,
• 20:12
  so
• 20:12
  you're
• 20:12
  only
• 20:12
  like
• 20:13
  looking
• 20:13
  at
• 20:13
  these
• 20:13
  people.
• 20:14
  But
• 20:14
  if
• 20:14
  you're
• 20:15
  a
• 20:15
  big
• 20:15
  brand
• 20:16
  and
• 20:16
  you're
• 20:17
  selling
• 20:17
  across
• 20:17
  the
• 20:17
  United
• 20:18
  States
• 20:18
  like
• 20:19
  then
• 20:19
  your
• 20:19
  audience
• 20:20
  is
• 20:20
  going
• 20:20
  to
• 20:20
  be
• 20:20
  so
• 20:21
  much
• 20:21
  bigger,
• 20:21
  you're
• 20:21
  going
• 20:22
  to
• 20:22
  need
• 20:22
  more
• 20:22
  dollars
• 20:23
  to
• 20:23
  be
• 20:23
  able
• 20:23
  to
• 20:23
  reach
• 20:24
  people.
• 20:24
  Otherwise
• 20:25
  you're
• 20:25
  just
• 20:25
  spreading
• 20:26
  too
• 20:26
  thin.
• 20:27
  Is
• 20:27
  there
• 20:27
  something
• 20:28
  you're
• 20:28
  feeling?
• 20:28
  Obviously
• 20:29
  you,
• 20:29
  you,
• 20:30
  you
• 20:30
  said
• 20:30
  about
• 20:31
  tracking
• 20:31
  earlier,
• 20:31
  right?
• 20:32
  And
• 20:32
  tracking
• 20:33
  ROI
• 20:33
  and
• 20:33
  all
• 20:34
  of
• 20:34
  that.
• 20:34
  Is
• 20:34
  there
• 20:35
  a
• 20:35
  type
• 20:35
  of
• 20:36
  advertising?
• 20:36
  I
• 20:37
  know
• 20:37
  you
• 20:37
  mentioned,
• 20:38
  you
• 20:38
  know,
• 20:38
  Google
• 20:38
  and
• 20:39
  Meta
• 20:39
  and
• 20:40
  doing
• 20:40
  those
• 20:40
  kind,
• 20:41
  do
• 20:41
  they
• 20:41
  tend
• 20:42
  to
• 20:42
  perform
• 20:42
  best
• 20:43
  for
• 20:43
  local,
• 20:44
  for
• 20:44
  smaller
• 20:44
  businesses
• 20:45
  or
• 20:47
  email?
• 20:47
  What?
• 20:48
  You
• 20:48
  know,
• 20:48
  is
• 20:48
  there
• 20:48
  something
• 20:49
  that,
• 20:49
  I.
• 20:49
  Mean,
• 20:50
  listen,
• 20:50
  if
• 20:50
  your
• 20:50
  budget
• 20:51
  stretched
• 20:52
  and
• 20:52
  you're
• 20:52
  wanting
• 20:52
  to,
• 20:53
  you
• 20:53
  know,
• 20:53
  do
• 20:53
  something,
• 20:54
  email's
• 20:54
  your
• 20:54
  starting
• 20:55
  point
• 20:55
  because
• 20:55
  that's
• 20:56
  free.
• 20:57
  You
• 20:57
  can,
• 20:57
  you
• 20:57
  can
• 20:57
  do
• 20:57
  that
• 20:58
  or
• 20:58
  relatively,
• 20:59
  you
• 20:59
  can
• 20:59
  sign
• 20:59
  up
• 20:59
  for
• 20:59
  mailchimp
• 21:00
  or
• 21:00
  constant
• 21:00
  contact
• 21:01
  and
• 21:01
  you
• 21:02
  know,
• 21:02
  you
• 21:02
  can
• 21:02
  manage
• 21:02
  that
• 21:03
  yourself.
• 21:03
  But
• 21:03
  if
• 21:03
  you
• 21:03
  have
• 21:04
  some
• 21:04
  money
• 21:04
  to
• 21:04
  spend,
• 21:05
  kind
• 21:05
  of
• 21:05
  depending
• 21:06
  on
• 21:06
  what
• 21:06
  your
• 21:06
  business
• 21:06
  is,
• 21:08
  I
• 21:08
  would
• 21:08
  probably
• 21:09
  start
• 21:09
  with
• 21:09
  some
• 21:09
  meta
• 21:10
  ads
• 21:10
  and
• 21:11
  go
• 21:11
  ahead
• 21:11
  and
• 21:12
  use
• 21:12
  that
• 21:13
  customer
• 21:13
  list
• 21:14
  like
• 21:14
  we
• 21:14
  talked
• 21:14
  about
• 21:14
  earlier.
• 21:16
  The
• 21:16
  other
• 21:16
  thing
• 21:17
  is
• 21:17
  if
• 21:17
  you
• 21:18
  have
• 21:18
  a
• 21:18
  website,
• 21:19
  make
• 21:19
  sure
• 21:19
  that
• 21:19
  you
• 21:20
  have
• 21:20
  a,
• 21:20
  you
• 21:20
  go
• 21:21
  in
• 21:21
  and
• 21:21
  you
• 21:21
  get
• 21:21
  your
• 21:21
  metapixel
• 21:22
  from
• 21:22
  Meta,
• 21:23
  there's
• 21:23
  a
• 21:23
  thing
• 21:23
  called
• 21:24
  metapixel
• 21:24
  and
• 21:24
  you
• 21:25
  attach
• 21:25
  it
• 21:25
  to
• 21:25
  your
• 21:25
  website
• 21:26
  and
• 21:26
  then
• 21:26
  all
• 21:27
  of
• 21:27
  a
• 21:27
  sudden
• 21:27
  it's
• 21:27
  tracking
• 21:28
  all
• 21:28
  those
• 21:29
  people
• 21:29
  who
• 21:29
  are
• 21:29
  coming
• 21:30
  to
• 21:30
  your,
• 21:30
  to
• 21:31
  your
• 21:31
  website
• 21:31
  and
• 21:32
  informing
• 21:32
  all
• 21:33
  of
• 21:33
  your
• 21:33
  social
• 21:34
  media
• 21:34
  ads.
• 21:35
  You
• 21:35
  know,
• 21:35
  so
• 21:35
  it
• 21:36
  all
• 21:36
  just
• 21:36
  kind
• 21:36
  of
• 21:36
  starts
• 21:37
  working
• 21:37
  together.
• 21:38
  Kind
• 21:38
  of
• 21:38
  works
• 21:38
  like
• 21:38
  the
• 21:38
  Google
• 21:39
  Analytics
• 21:39
  one
• 21:40
  did.
• 21:40
  Yeah,
• 21:41
  okay,
• 21:41
  that's
• 21:42
  great.
• 21:42
  Got
• 21:42
  it.
• 21:42
  So
• 21:43
  if
• 21:43
  they
• 21:43
  only
• 21:43
  have
• 21:43
  a
• 21:43
  few
• 21:44
  hours
• 21:44
  a
• 21:44
  week
• 21:44
  to
• 21:44
  focus
• 21:45
  on
• 21:45
  marketing
• 21:45
  because
• 21:45
  we
• 21:45
  have
• 21:46
  employees
• 21:46
  and
• 21:46
  that's
• 21:47
  a
• 21:47
  pain.
• 21:47
  And
• 21:47
  you
• 21:47
  know,
• 21:48
  ordering
• 21:48
  and
• 21:49
  inventory
• 21:49
  and
• 21:50
  accounting
• 21:51
  and
• 21:51
  all
• 21:51
  these
• 21:51
  things
• 21:51
  we
• 21:52
  talk
• 21:52
  about
• 21:52
  every
• 21:52
  week
• 21:52
  on
• 21:53
  here.
• 21:54
  You
• 21:55
  know,
• 21:55
  what
• 21:56
  should
• 21:56
  they
• 21:56
  prioritize
• 21:57
  first?
• 21:57
  Getting
• 21:57
  help.
• 21:58
  I'm
• 21:58
  going
• 21:58
  to
• 21:59
  give
• 21:59
  you
• 21:59
  a
• 21:59
  plug.
• 22:00
  And
• 22:00
  maybe
• 22:00
  not
• 22:01
  you
• 22:02
  personally
• 22:02
  but
• 22:02
  also
• 22:02
  everybody
• 22:03
  like
• 22:03
  you,
• 22:03
  right?
• 22:04
  Sure.
• 22:04
  Getting
• 22:05
  help
• 22:05
  is
• 22:06
  part
• 22:06
  of
• 22:07
  it
• 22:07
  because
• 22:07
  it'll
• 22:08
  pay
• 22:08
  for
• 22:08
  itself.
• 22:08
  It
• 22:09
  really
• 22:09
  will.
• 22:11
  And
• 22:11
  they
• 22:12
  know
• 22:12
  it
• 22:12
  better.
• 22:12
  That's
• 22:13
  their
• 22:13
  full
• 22:13
  time
• 22:13
  job.
• 22:14
  It's
• 22:14
  your
• 22:14
  very
• 22:15
  part
• 22:15
  time
• 22:15
  job.
• 22:15
  It's
• 22:16
  their
• 22:16
  full
• 22:16
  time
• 22:17
  job.
• 22:17
  And
• 22:18
  yeah,
• 22:18
  it's
• 22:18
  going
• 22:18
  to
• 22:19
  cost
• 22:19
  you
• 22:19
  a
• 22:19
  little
• 22:19
  extra
• 22:22
  but
• 22:22
  you're
• 22:22
  going
• 22:22
  to
• 22:23
  see
• 22:23
  a
• 22:23
  return
• 22:23
  on
• 22:23
  it.
• 22:24
  And
• 22:24
  I'm
• 22:24
  saying
• 22:24
  that
• 22:24
  so
• 22:25
  you
• 22:25
  don't
• 22:25
  have
• 22:25
  to
• 22:25
  and
• 22:26
  sound
• 22:26
  like
• 22:26
  I
• 22:27
  appreciate
• 22:27
  that.
• 22:27
  I
• 22:28
  mean
• 22:28
  I
• 22:28
  always
• 22:28
  tell
• 22:28
  people
• 22:28
  I
• 22:28
  was
• 22:28
  like,
• 22:29
  I,
• 22:29
  I
• 22:29
  don't,
• 22:30
  I
• 22:30
  do
• 22:30
  not
• 22:30
  do
• 22:30
  my
• 22:31
  own
• 22:31
  taxes.
• 22:31
  So
• 22:32
  I
• 22:32
  have
• 22:32
  a
• 22:32
  cpa.
• 22:33
  Right.
• 22:33
  Because
• 22:33
  they
• 22:33
  are
• 22:33
  the
• 22:34
  experts
• 22:34
  in
• 22:34
  that
• 22:34
  and
• 22:35
  I
• 22:35
  don't
• 22:35
  want
• 22:35
  to
• 22:35
  try
• 22:35
  to
• 22:36
  figure
• 22:36
  it
• 22:36
  out.
• 22:36
  I
• 22:36
  mess
• 22:36
  it
• 22:36
  up
• 22:37
  and
• 22:37
  probably
• 22:38
  end
• 22:38
  up
• 22:38
  costing
• 22:39
  me
• 22:39
  more
• 22:39
  money
• 22:39
  than
• 22:39
  would
• 22:40
  save.
• 22:40
  So
• 22:41
  it's
• 22:41
  kind
• 22:41
  of
• 22:41
  the
• 22:41
  same
• 22:42
  thought
• 22:42
  process
• 22:43
  there
• 22:43
  is
• 22:43
  that
• 22:44
  we
• 22:44
  definitely
• 22:44
  can
• 22:45
  or
• 22:45
  people
• 22:45
  in
• 22:46
  our
• 22:46
  industry
• 22:46
  can
• 22:46
  really
• 22:47
  help.
• 22:48
  And
• 22:48
  we
• 22:48
  know
• 22:48
  the
• 22:49
  ins
• 22:49
  and
• 22:49
  outs
• 22:49
  because
• 22:49
  we
• 22:49
  do
• 22:50
  it
• 22:50
  every
• 22:50
  day.
• 22:50
  So
• 22:50
  you're
• 22:51
  having
• 22:51
  to
• 22:51
  teach
• 22:51
  yourself,
• 22:52
  you.
• 22:52
  Know,
• 22:53
  you're
• 22:53
  seeing
• 22:54
  from
• 22:54
  other
• 22:54
  clients
• 22:55
  that
• 22:55
  are
• 22:55
  paying
• 22:55
  you
• 22:56
  what
• 22:56
  works
• 22:56
  and
• 22:56
  doesn't
• 22:57
  work.
• 22:57
  Right.
• 22:58
  So
• 22:58
  you
• 22:58
  kind
• 22:58
  of
• 22:58
  have
• 22:58
  a
• 22:58
  cheat
• 22:59
  code
• 22:59
  because
• 22:59
  you
• 22:59
  have
• 22:59
  all
• 23:00
  these
• 23:00
  different
• 23:02
  good
• 23:02
  source
• 23:02
  of
• 23:03
  information
• 23:03
  and
• 23:04
  you
• 23:04
  can
• 23:04
  say
• 23:04
  hey,
• 23:04
  in
• 23:05
  this
• 23:05
  industry,
• 23:05
  you
• 23:06
  know,
• 23:06
  carousel
• 23:06
  ads
• 23:07
  are
• 23:07
  really,
• 23:07
  that's
• 23:07
  what's
• 23:08
  getting
• 23:08
  your
• 23:08
  lowest
• 23:09
  cost
• 23:09
  per
• 23:09
  click.
• 23:10
  You
• 23:10
  know,
• 23:10
  you
• 23:10
  can
• 23:10
  really
• 23:11
  know
• 23:11
  for
• 23:12
  industry
• 23:12
  what's
• 23:13
  working
• 23:13
  better
• 23:13
  because
• 23:14
  we've
• 23:14
  kind
• 23:14
  of
• 23:14
  been
• 23:14
  there
• 23:14
  and
• 23:14
  done
• 23:15
  that
• 23:15
  and.
• 23:15
  You
• 23:15
  are
• 23:15
  in
• 23:16
  hours.
• 23:16
  I
• 23:16
  looked
• 23:16
  at
• 23:17
  your
• 23:17
  client
• 23:17
  list
• 23:17
  and
• 23:18
  you
• 23:18
  do
• 23:18
  have,
• 23:18
  especially
• 23:19
  on
• 23:19
  the
• 23:19
  western
• 23:20
  side,
• 23:20
  you
• 23:20
  do
• 23:20
  have
• 23:21
  brands.
• 23:21
  You
• 23:22
  want
• 23:22
  to
• 23:22
  name
• 23:22
  it.
• 23:22
  Can
• 23:22
  you
• 23:23
  name
• 23:23
  it?
• 23:23
  Well,
• 23:23
  they're
• 23:23
  on
• 23:23
  your
• 23:23
  website
• 23:24
  so
• 23:24
  you
• 23:24
  can
• 23:24
  name
• 23:24
  them.
• 23:24
  Yeah,
• 23:25
  yeah.
• 23:25
  Do
• 23:25
  you
• 23:25
  have
• 23:25
  a
• 23:26
  couple
• 23:26
  that
• 23:26
  people
• 23:26
  would
• 23:26
  recognize
• 23:27
  in
• 23:27
  our
• 23:27
  world?
• 23:28
  Yeah,
• 23:28
  I
• 23:28
  think
• 23:28
  so.
• 23:29
  Gosh,
• 23:30
  when
• 23:30
  I
• 23:30
  forget
• 23:30
  somebody.
• 23:31
  But
• 23:31
  we
• 23:31
  have.
• 23:32
  Where
• 23:33
  it
• 23:33
  all
• 23:33
  started
• 23:33
  for
• 23:34
  me
• 23:34
  is
• 23:34
  Texas
• 23:34
  high
• 23:34
  school
• 23:35
  rodeo.
• 23:35
  I
• 23:36
  started
• 23:36
  doing
• 23:36
  their
• 23:36
  marketing
• 23:37
  and
• 23:37
  PR
• 23:37
  straight
• 23:37
  out
• 23:37
  of
• 23:38
  out
• 23:38
  of
• 23:38
  college.
• 23:39
  And
• 23:40
  then
• 23:40
  I
• 23:40
  went
• 23:40
  on
• 23:40
  to
• 23:41
  help
• 23:41
  the
• 23:42
  era
• 23:42
  the
• 23:42
  elite
• 23:43
  rodeo
• 23:43
  athletes
• 23:43
  which
• 23:44
  happened
• 23:45
  at
• 23:45
  one
• 23:45
  point.
• 23:46
  And
• 23:47
  then
• 23:47
  we've
• 23:48
  gone
• 23:48
  on
• 23:48
  to
• 23:48
  help
• 23:49
  with
• 23:49
  pro
• 23:49
  hats.
• 23:50
  We
• 23:50
  have
• 23:51
  some
• 23:51
  new
• 23:51
  fun
• 23:52
  projects
• 23:52
  coming
• 23:52
  up.
• 23:53
  Can't
• 23:53
  talk
• 23:53
  about
• 23:53
  but
• 23:54
  rope
• 23:54
  like
• 23:54
  a
• 23:55
  girl.
• 23:55
  Larry
• 23:55
  D
• 23:56
  guy.
• 23:56
  We
• 23:57
  help
• 23:57
  her
• 23:57
  with
• 23:57
  her
• 23:58
  athlete
• 23:58
  management
• 23:59
  and
• 23:59
  then
• 23:59
  also
• 24:00
  she
• 24:00
  has
• 24:00
  a
• 24:01
  brand
• 24:02
  partnership
• 24:02
  with
• 24:03
  Hui
• 24:03
  and
• 24:03
  so
• 24:03
  we
• 24:04
  help
• 24:04
  Larry
• 24:05
  D
• 24:05
  with
• 24:05
  her
• 24:05
  brand
• 24:05
  called
• 24:06
  Rope
• 24:06
  like
• 24:06
  a
• 24:06
  girl.
• 24:07
  And
• 24:08
  we've
• 24:08
  done
• 24:08
  lots
• 24:08
  of
• 24:08
  racehorse
• 24:09
  content
• 24:09
  and
• 24:10
  we
• 24:10
  love
• 24:10
  the
• 24:10
  Western
• 24:11
  industry
• 24:12
  and
• 24:12
  so
• 24:12
  we're
• 24:13
  in
• 24:13
  it.
• 24:13
  I
• 24:13
  grew
• 24:14
  up
• 24:14
  roping
• 24:14
  and
• 24:15
  riding
• 24:15
  and
• 24:16
  that's
• 24:16
  how
• 24:16
  I
• 24:16
  got
• 24:16
  involved.
• 24:17
  Athlete
• 24:18
  management.
• 24:18
  There's
• 24:19
  a
• 24:19
  whole
• 24:19
  other
• 24:19
  topic
• 24:20
  right
• 24:20
  there.
• 24:22
  But
• 24:22
  it's
• 24:23
  fun.
• 24:23
  It's
• 24:23
  fun.
• 24:24
  And
• 24:24
  they're,
• 24:26
  there's,
• 24:26
  it's
• 24:27
  unique
• 24:27
  because
• 24:27
  they're
• 24:28
  so
• 24:28
  busy,
• 24:29
  but
• 24:29
  they
• 24:30
  have
• 24:30
  such
• 24:30
  a
• 24:30
  value
• 24:31
  in
• 24:31
  their
• 24:31
  brand
• 24:32
  and
• 24:33
  an
• 24:33
  influence
• 24:34
  with
• 24:34
  the
• 24:34
  market.
• 24:34
  And
• 24:35
  they
• 24:35
  used
• 24:35
  to
• 24:35
  be
• 24:35
  terrible
• 24:35
  at
• 24:36
  it,
• 24:36
  let's
• 24:36
  be
• 24:36
  honest.
• 24:37
  Fifteen
• 24:37
  years
• 24:37
  ago,
• 24:38
  you
• 24:38
  know,
• 24:38
  I've
• 24:39
  been
• 24:39
  in
• 24:39
  this
• 24:39
  industry
• 24:40
  now
• 24:40
  for
• 24:40
  40
• 24:41
  and
• 24:41
  15
• 24:42
  years
• 24:42
  ago,
• 24:42
  they
• 24:42
  were
• 24:43
  terrible
• 24:43
  at
• 24:43
  it.
• 24:44
  You
• 24:44
  would
• 24:44
  pay
• 24:44
  them
• 24:44
  and
• 24:45
  they
• 24:45
  would
• 24:45
  do
• 24:45
  nothing.
• 24:45
  And
• 24:46
  now
• 24:46
  they've
• 24:46
  kind
• 24:46
  of
• 24:46
  figured
• 24:47
  out
• 24:47
  they
• 24:47
  have
• 24:47
  to
• 24:47
  be
• 24:48
  better
• 24:48
  at
• 24:48
  it,
• 24:48
  too.
• 24:49
  Yeah.
• 24:49
  I
• 24:49
  think
• 24:49
  gone
• 24:49
  are
• 24:50
  the
• 24:50
  days
• 24:50
  of.
• 24:51
  Or
• 24:51
  even
• 24:52
  if
• 24:52
  you
• 24:52
  do
• 24:52
  a
• 24:52
  sponsorship,
• 24:53
  kind
• 24:53
  of
• 24:53
  gone
• 24:53
  are
• 24:54
  the
• 24:54
  days
• 24:54
  of
• 24:54
  putting
• 24:54
  up
• 24:54
  a
• 24:55
  banner
• 24:55
  in
• 24:56
  the
• 24:56
  arena
• 24:56
  or
• 24:57
  on
• 24:57
  the
• 24:57
  side.
• 24:57
  Yeah.
• 24:57
  Forgetting
• 24:58
  about
• 24:58
  it.
• 24:58
  Good
• 24:59
  enough.
• 24:59
  You
• 24:59
  know,
• 24:59
  it's
• 24:59
  just
• 25:00
  not.
• 25:00
  And
• 25:00
  so
• 25:00
  what
• 25:01
  I
• 25:01
  see
• 25:01
  are
• 25:01
  these
• 25:01
  younger
• 25:02
  athletes
• 25:02
  are
• 25:02
  coming
• 25:02
  in
• 25:03
  and
• 25:03
  they.
• 25:03
  Because
• 25:04
  they've
• 25:04
  been,
• 25:04
  they've
• 25:05
  grown
• 25:05
  up
• 25:05
  with
• 25:05
  Instagram
• 25:06
  and
• 25:06
  TikTok
• 25:06
  and
• 25:06
  everything.
• 25:07
  So
• 25:07
  they,
• 25:07
  it's
• 25:08
  like
• 25:08
  breathing
• 25:08
  to
• 25:08
  them.
• 25:09
  They
• 25:09
  know
• 25:09
  what
• 25:09
  a
• 25:09
  brand
• 25:09
  deal
• 25:10
  is.
• 25:10
  So
• 25:10
  they
• 25:11
  get,
• 25:11
  they
• 25:11
  get
• 25:11
  it.
• 25:12
  They
• 25:12
  understand
• 25:12
  that,
• 25:13
  hey,
• 25:13
  if
• 25:13
  we're
• 25:13
  going
• 25:13
  to
• 25:13
  invest
• 25:14
  in
• 25:14
  you,
• 25:14
  then
• 25:14
  we're
• 25:15
  expecting
• 25:15
  something
• 25:16
  back.
• 25:17
  Yeah.
• 25:17
  It
• 25:17
  used
• 25:18
  to
• 25:18
  be
• 25:18
  the
• 25:18
  professional
• 25:19
  would
• 25:19
  just
• 25:19
  wear
• 25:19
  the
• 25:19
  product
• 25:20
  and
• 25:20
  that
• 25:20
  was,
• 25:20
  that
• 25:21
  was
• 25:21
  the
• 25:21
  deal.
• 25:21
  There
• 25:22
  was
• 25:22
  nothing
• 25:22
  else.
• 25:22
  Right.
• 25:23
  You
• 25:23
  just
• 25:23
  wear
• 25:23
  the
• 25:23
  product
• 25:24
  and
• 25:24
  those
• 25:24
  days
• 25:25
  are
• 25:25
  gone.
• 25:25
  Yeah,
• 25:26
  but.
• 25:26
  And
• 25:26
  I
• 25:27
  think
• 25:27
  it's,
• 25:27
  it's,
• 25:27
  it's
• 25:28
  good
• 25:28
  for
• 25:28
  both,
• 25:28
  because
• 25:29
  it
• 25:29
  really
• 25:29
  does.
• 25:30
  The
• 25:30
  brand
• 25:30
  can
• 25:31
  help
• 25:31
  the
• 25:31
  athlete
• 25:31
  out
• 25:32
  just
• 25:32
  as
• 25:32
  much
• 25:32
  as
• 25:32
  the
• 25:32
  athlete
• 25:33
  can
• 25:33
  help
• 25:33
  the
• 25:33
  brand,
• 25:33
  because
• 25:34
  brand
• 25:34
  has
• 25:35
  a
• 25:35
  customer
• 25:35
  base
• 25:36
  that's
• 25:36
  probably
• 25:37
  larger
• 25:38
  than
• 25:38
  what
• 25:38
  the
• 25:39
  athlete
• 25:39
  is
• 25:39
  usually,
• 25:40
  you
• 25:40
  know,
• 25:40
  getting
• 25:41
  to
• 25:41
  speak
• 25:41
  to.
• 25:41
  And
• 25:42
  so
• 25:42
  it
• 25:42
  kind
• 25:42
  of
• 25:42
  gives
• 25:43
  them
• 25:43
  exposure
• 25:43
  as
• 25:43
  well.
• 25:44
  I
• 25:44
  don't
• 25:44
  think
• 25:44
  that
• 25:44
  sometimes
• 25:45
  that
• 25:45
  gets
• 25:45
  thought
• 25:45
  about.
• 25:46
  Yeah,
• 25:46
  that's
• 25:46
  a
• 25:46
  good
• 25:47
  point.
• 25:48
  So
• 25:48
  last
• 25:49
  thing
• 25:49
  before
• 25:49
  we
• 25:49
  run
• 25:50
  out
• 25:50
  of
• 25:50
  time.
• 25:50
  What's
• 25:50
  one
• 25:51
  simple
• 25:51
  change
• 25:51
  that
• 25:52
  retailers
• 25:52
  could
• 25:52
  make
• 25:53
  right
• 25:53
  now
• 25:53
  to
• 25:54
  make
• 25:54
  an
• 25:54
  immediate
• 25:54
  impact
• 25:55
  on
• 25:55
  their.
• 25:55
  On
• 25:56
  their
• 25:56
  marketing?
• 25:56
  I
• 25:57
  think
• 25:57
  we
• 25:57
  talked
• 25:57
  about
• 25:57
  it
• 25:58
  just
• 25:58
  a
• 25:58
  little
• 25:58
  bit
• 25:59
  before,
• 25:59
  but
• 26:00
  really
• 26:00
  start
• 26:01
  mining
• 26:02
  your
• 26:02
  own
• 26:02
  data
• 26:02
  and
• 26:03
  customer
• 26:03
  list.
• 26:04
  If
• 26:04
  you
• 26:04
  could
• 26:04
  start
• 26:05
  organizing
• 26:05
  that,
• 26:06
  it's
• 26:07
  a
• 26:07
  little
• 26:07
  bit
• 26:07
  of
• 26:07
  a
• 26:07
  pain,
• 26:07
  but
• 26:08
  the
• 26:08
  good
• 26:08
  thing
• 26:08
  is
• 26:08
  you
• 26:09
  can
• 26:09
  probably
• 26:09
  put,
• 26:09
  you
• 26:10
  know,
• 26:10
  an
• 26:10
  admin
• 26:10
  or
• 26:10
  somebody
• 26:11
  on
• 26:11
  it
• 26:11
  to
• 26:12
  start
• 26:12
  pulling
• 26:12
  all
• 26:13
  that
• 26:13
  together
• 26:13
  and
• 26:13
  start
• 26:14
  utilizing
• 26:14
  the
• 26:14
  information
• 26:15
  you
• 26:15
  already
• 26:15
  have.
• 26:16
  I
• 26:16
  mean,
• 26:17
  think
• 26:17
  about
• 26:17
  it.
• 26:17
  If
• 26:17
  you're
• 26:17
  going
• 26:17
  to
• 26:17
  go
• 26:18
  and
• 26:18
  pay
• 26:18
  Meta
• 26:19
  $500
• 26:20
  for
• 26:20
  an
• 26:20
  ad,
• 26:21
  you
• 26:21
  know,
• 26:21
  to
• 26:21
  reach
• 26:22
  people
• 26:23
  maybe
• 26:23
  that
• 26:24
  have
• 26:24
  never
• 26:24
  purchased
• 26:25
  from
• 26:25
  you
• 26:25
  before.
• 26:25
  How
• 26:26
  great
• 26:26
  would
• 26:26
  it
• 26:26
  be
• 26:26
  to
• 26:27
  just
• 26:27
  mine
• 26:27
  your
• 26:28
  own
• 26:28
  data.
• 26:28
  Reach
• 26:29
  out
• 26:29
  to
• 26:29
  the
• 26:29
  people
• 26:29
  who
• 26:29
  are
• 26:29
  already
• 26:30
  familiar
• 26:30
  with
• 26:30
  your
• 26:30
  brand.
• 26:31
  It's
• 26:31
  just
• 26:31
  your
• 26:31
  low
• 26:31
  hanging
• 26:32
  fruit.
• 26:33
  The
• 26:33
  other
• 26:34
  thing
• 26:34
  I
• 26:34
  see
• 26:35
  is
• 26:35
  that
• 26:35
  get
• 26:36
  active
• 26:36
  on
• 26:36
  Instagram
• 26:37
  stories.
• 26:38
  Sometimes
• 26:38
  people
• 26:39
  get
• 26:39
  a
• 26:39
  little,
• 26:40
  or,
• 26:40
  you
• 26:41
  know,
• 26:41
  TikTok
• 26:41
  just
• 26:41
  like
• 26:42
  your
• 26:42
  story
• 26:42
  aspect,
• 26:43
  people
• 26:43
  get
• 26:44
  a
• 26:44
  little
• 26:44
  intimidated
• 26:45
  about
• 26:45
  making
• 26:46
  a
• 26:46
  post
• 26:46
  to
• 26:46
  their
• 26:47
  wall
• 26:47
  because
• 26:47
  they
• 26:48
  want
• 26:48
  it
• 26:48
  to
• 26:48
  be
• 26:48
  perfect
• 26:48
  and
• 26:49
  on
• 26:49
  brand.
• 26:50
  And
• 26:50
  I
• 26:50
  just
• 26:50
  say
• 26:50
  like
• 26:51
  on
• 26:51
  the
• 26:51
  retail
• 26:52
  side,
• 26:53
  let
• 26:53
  people
• 26:53
  know
• 26:54
  whenever
• 26:54
  you
• 26:54
  have
• 26:54
  something
• 26:55
  new
• 26:55
  that
• 26:55
  comes
• 26:55
  in
• 26:56
  or
• 26:57
  a
• 26:57
  brand,
• 26:58
  if
• 26:58
  you
• 26:58
  have
• 26:58
  something
• 26:58
  new
• 26:59
  that
• 26:59
  you're
• 26:59
  working
• 26:59
  on,
• 27:00
  give
• 27:00
  people
• 27:00
  behind
• 27:01
  the
• 27:01
  scenes.
• 27:01
  You
• 27:02
  would
• 27:02
  be
• 27:02
  so
• 27:02
  surprised
• 27:03
  how
• 27:03
  many
• 27:03
  people
• 27:03
  will
• 27:04
  say,
• 27:04
  hey,
• 27:05
  can
• 27:05
  I
• 27:05
  have
• 27:05
  that
• 27:05
  in
• 27:05
  a
• 27:05
  size
• 27:06
  small?
• 27:06
  I
• 27:06
  mean,
• 27:06
  and
• 27:07
  what
• 27:07
  did
• 27:07
  you
• 27:07
  do?
• 27:07
  You
• 27:07
  just.
• 27:08
  It
• 27:08
  doesn't
• 27:08
  have
• 27:09
  to
• 27:09
  be
• 27:09
  super
• 27:09
  professional.
• 27:10
  You
• 27:10
  just
• 27:10
  have
• 27:10
  to
• 27:10
  take
• 27:11
  people
• 27:11
  on
• 27:11
  your
• 27:11
  journey.
• 27:13
  Very
• 27:13
  good.
• 27:13
  Where
• 27:14
  can
• 27:14
  people
• 27:14
  find
• 27:14
  you?
• 27:16
  Yeah,
• 27:16
  we're
• 27:16
  on
• 27:17
  Instagram
• 27:17
  and
• 27:18
  Facebook
• 27:18
  and
• 27:18
  all
• 27:18
  the
• 27:18
  great
• 27:18
  places.
• 27:19
  Firebrand-marketeting
• 27:21
  and
• 27:22
  firebrand-marketeting.com.
• 27:25
  will
• 27:25
  you
• 27:25
  be
• 27:25
  it?
• 27:26
  Will
• 27:26
  you
• 27:26
  be
• 27:26
  at
• 27:26
  WESA?
• 27:27
  I
• 27:27
  will
• 27:27
  be.
• 27:28
  So
• 27:28
  my.
• 27:29
  We
• 27:29
  have
• 27:29
  a
• 27:29
  booth
• 27:29
  there.
• 27:30
  My
• 27:30
  son
• 27:30
  actually
• 27:31
  has
• 27:31
  a
• 27:31
  brand
• 27:31
  called
• 27:32
  Vaquero
• 27:32
  Outdoors
• 27:33
  that
• 27:34
  he
• 27:34
  has
• 27:34
  started.
• 27:35
  And
• 27:35
  so.
• 27:36
  So
• 27:36
  what
• 27:36
  do
• 27:36
  they
• 27:36
  carry?
• 27:36
  What
• 27:37
  do
• 27:37
  they
• 27:37
  do?
• 27:37
  Yeah,
• 27:38
  he.
• 27:38
  Well,
• 27:38
  you
• 27:39
  give
• 27:39
  him
• 27:39
  a
• 27:39
  plug.
• 27:41
  He's
• 27:41
  16.
• 27:42
  And
• 27:42
  so
• 27:42
  we.
• 27:43
  When
• 27:43
  he
• 27:43
  was
• 27:44
  started
• 27:44
  Vaquero
• 27:45
  Outdoors
• 27:45
  as
• 27:46
  kind
• 27:46
  of
• 27:46
  a
• 27:46
  business
• 27:47
  project
• 27:47
  to
• 27:48
  kind
• 27:48
  of
• 27:48
  learn
• 27:48
  about
• 27:48
  business
• 27:49
  and
• 27:49
  then
• 27:49
  it
• 27:49
  kind
• 27:50
  of
• 27:50
  took
• 27:50
  off
• 27:50
  and
• 27:50
  so
• 27:51
  he
• 27:51
  did
• 27:51
  August
• 27:52
  at
• 27:52
  wisa
• 27:53
  and
• 27:53
  was
• 27:54
  he.
• 27:54
  The
• 27:54
  one
• 27:54
  that
• 27:54
  got
• 27:55
  highlighted
• 27:55
  on
• 27:56
  TV
• 27:56
  or
• 27:56
  something
• 27:57
  right
• 27:57
  before
• 27:57
  the
• 27:58
  event?
• 27:59
  Right
• 27:59
  before
• 27:59
  wesa?
• 28:00
  Yes.
• 28:00
  I
• 28:00
  talked
• 28:01
  to
• 28:01
  him.
• 28:01
  I
• 28:01
  was
• 28:02
  going
• 28:02
  to
• 28:02
  interview
• 28:02
  him
• 28:02
  but
• 28:02
  he
• 28:02
  was
• 28:03
  too
• 28:03
  busy.
• 28:03
  He
• 28:03
  said
• 28:03
  I
• 28:03
  don't
• 28:03
  need
• 28:04
  to
• 28:04
  work
• 28:04
  right
• 28:04
  now.
• 28:07
  But
• 28:07
  he
• 28:08
  was
• 28:08
  feeling
• 28:08
  a
• 28:08
  little
• 28:09
  overwhelmed
• 28:09
  at
• 28:09
  that
• 28:09
  point
• 28:10
  and
• 28:10
  rightly
• 28:10
  so.
• 28:10
  I
• 28:11
  mean
• 28:11
  he
• 28:11
  just
• 28:11
  had
• 28:11
  this
• 28:12
  huge
• 28:12
  in
• 28:13
  input
• 28:13
  influx
• 28:14
  but
• 28:15
  they.
• 28:15
  It
• 28:15
  was
• 28:16
  great.
• 28:16
  So
• 28:16
  we're
• 28:16
  gonna
• 28:16
  be
• 28:17
  back.
• 28:17
  What
• 28:17
  were
• 28:17
  the
• 28:17
  products
• 28:17
  again?
• 28:19
  He
• 28:19
  has
• 28:19
  caps,
• 28:20
  T
• 28:20
  shirts,
• 28:20
  hoodies,
• 28:21
  long
• 28:21
  sleeve
• 28:21
  shirts.
• 28:21
  So
• 28:22
  I
• 28:22
  think
• 28:22
  that's
• 28:22
  who
• 28:22
  you're
• 28:23
  talking
• 28:23
  about.
• 28:23
  Yeah,
• 28:24
  Sophia
• 28:24
  did
• 28:25
  a
• 28:25
  little
• 28:25
  shout
• 28:26
  out
• 28:26
  to
• 28:26
  him
• 28:26
  on
• 28:27
  Instagram
• 28:27
  and
• 28:28
  it's
• 28:28
  been
• 28:28
  fun.
• 28:29
  It's
• 28:29
  been.
• 28:29
  He's
• 28:29
  learned
• 28:30
  a
• 28:30
  whole
• 28:30
  lot.
• 28:30
  And
• 28:31
  so
• 28:31
  I
• 28:31
  guess
• 28:31
  I'm
• 28:32
  gonna
• 28:32
  be
• 28:32
  there
• 28:33
  if
• 28:33
  anybody
• 28:33
  wants
• 28:33
  to
• 28:34
  come
• 28:34
  say
• 28:34
  hi.
• 28:34
  But
• 28:35
  I'll
• 28:35
  be.
• 28:35
  You're
• 28:35
  gonna
• 28:36
  be
• 28:36
  the
• 28:36
  entrepreneur
• 28:36
  Mom.
• 28:37
  Mom.
• 28:38
  Yes.
• 28:38
  Yeah.
• 28:38
  So
• 28:39
  I'm
• 28:39
  kind
• 28:39
  of
• 28:39
  supporting
• 28:40
  him
• 28:40
  in
• 28:40
  all
• 28:40
  of
• 28:41
  those
• 28:41
  things
• 28:41
  as
• 28:41
  well.
• 28:42
  Well,
• 28:42
  I'll
• 28:42
  definitely
• 28:42
  See
• 28:43
  you
• 28:43
  there
• 28:43
  then.
• 28:43
  I'll
• 28:44
  make
• 28:44
  sure
• 28:44
  to
• 28:44
  look
• 28:44
  him
• 28:44
  up
• 28:45
  again.
• 28:45
  This
• 28:45
  time
• 28:45
  I
• 28:46
  get
• 28:46
  to
• 28:46
  interview
• 28:46
  him.
• 28:47
  Yes.
• 28:47
  Yeah.
• 28:47
  Get
• 28:48
  to
• 28:48
  see
• 28:48
  him
• 28:48
  in
• 28:48
  person.
• 28:48
  That'll.
• 28:49
  That'll
• 28:49
  be
• 28:49
  great.
• 28:49
  We'll.
• 28:50
  We'll
• 28:50
  carve
• 28:50
  out
• 28:50
  some
• 28:50
  time.
• 28:51
  Okay.
• 28:51
  Last
• 28:52
  time
• 28:52
  he
• 28:52
  had
• 28:52
  to
• 28:52
  leave
• 28:52
  early
• 28:53
  because
• 28:53
  he
• 28:53
  had
• 28:53
  to
• 28:53
  go
• 28:53
  play
• 28:53
  football,
• 28:54
  so
• 28:55
  he's
• 28:55
  gonna
• 28:55
  be
• 28:55
  there
• 28:56
  the
• 28:56
  whole
• 28:56
  time
• 28:56
  this
• 28:56
  time.
• 28:56
  Okay,
• 28:57
  good.
• 28:58
  The
• 28:58
  problems
• 28:59
  of
• 28:59
  a
• 28:59
  working.
• 28:59
  A
• 29:00
  teenage
• 29:00
  entrepreneur.
• 29:01
  Yes.
• 29:01
  Well,
• 29:02
  you
• 29:02
  should
• 29:02
  see
• 29:02
  my
• 29:02
  dining
• 29:03
  room
• 29:03
  table.
• 29:03
  It
• 29:03
  looks
• 29:04
  like,
• 29:05
  full
• 29:05
  of
• 29:05
  hats
• 29:05
  and
• 29:05
  shirts.
• 29:06
  It's
• 29:07
  great,
• 29:07
  though.
• 29:07
  He's
• 29:07
  learning
• 29:08
  tons
• 29:08
  of.
• 29:09
  Well,
• 29:09
  that's
• 29:09
  great.
• 29:09
  It's.
• 29:10
  FireBrandMarketing.com
• 29:12
  is
• 29:12
  where
• 29:12
  you
• 29:13
  can
• 29:13
  find.
• 29:13
  Holly.
• 29:14
  Thanks
• 29:14
  again
• 29:14
  for
• 29:15
  joining
• 29:15
  us.
• 29:15
  We
• 29:15
  appreciate
• 29:16
  it.
• 29:16
  And
• 29:16
  of
• 29:16
  course,
• 29:16
  we'll
• 29:17
  be
• 29:17
  back
• 29:17
  next
• 29:17
  Monday
• 29:18
  with
• 29:18
  another
• 29:19
  with
• 29:19
  some
• 29:19
  more
• 29:19
  content.
• 29:20
  So
• 29:21
  check
• 29:21
  us
• 29:21
  out.
• 29:22
  Go
• 29:22
  to
• 29:22
  Facebook
• 29:23
  and
• 29:24
  definitely
• 29:24
  find
• 29:25
  the
• 29:25
  retail
• 29:25
  roundup
• 29:26
  Facebook
• 29:26
  page
• 29:27
  and
• 29:27
  subscribe
• 29:27
  over
• 29:27
  there.
• 29:28
  And
• 29:28
  of
• 29:29
  course,
• 29:29
  there's
• 29:29
  the
• 29:30
  Wisa
• 29:30
  trade
• 29:31
  show
• 29:31
  YouTube
• 29:31
  channel,
• 29:32
  the
• 29:32
  WESA
• 29:33
  podcast
• 29:33
  feed.
• 29:34
  There's
• 29:34
  a
• 29:35
  whole
• 29:35
  podcast
• 29:35
  separate
• 29:36
  from
• 29:36
  this
• 29:36
  that
• 29:36
  goes
• 29:37
  out
• 29:37
  of
• 29:37
  there,
• 29:37
  and
• 29:38
  they
• 29:38
  highlight
• 29:38
  the
• 29:38
  brands
• 29:39
  that
• 29:39
  are
• 29:39
  part
• 29:40
  of.
• 29:41
  So
• 29:41
  you
• 29:41
  get
• 29:41
  to
• 29:41
  learn
• 29:41
  all
• 29:42
  about
• 29:42
  those.
• 29:42
  Check
• 29:43
  that
• 29:43
  out
• 29:43
  as
• 29:43
  well,
• 29:44
  and
• 29:45
  I'll
• 29:45
  look
• 29:45
  forward
• 29:45
  to
• 29:46
  seeing
• 29:46
  you
• 29:46
  in
• 29:46
  a
• 29:46
  week
• 29:47
  or
• 29:47
  two.
• 29:47
  Thanks,
• 29:47
  Holly.
• 29:47
  And
• 29:47
  we'll
• 29:48
  see
• 29:48
  you
• 29:48
  in
• 29:48
  a
• 29:48
  couple
• 29:48
  months.
• 29:49
  That's
• 29:49
  right.
• 29:49
  That's
• 29:49
  right.
• 29:50
  Hey,
• 29:50
  thanks
• 29:50
  so
• 29:50
  much
• 29:50
  for
• 29:50
  today.
• 29:50
  I
• 29:51
  appreciate
• 29:51
  it.