Latest / Pitch to Product / Why Your Brand Matters More Than Your Product
Transcript
- Peter/Bobby: this is the way that you succeed at launching a product or a business. You don't need me other than the fact that I have the 50 people on staff that can do all this work. I have the hundred and seventy manufacturers that you're gonna need to get your product made. And we've done this seven hundred and fifty times. So I'm not gonna make a mistake that you're probably gonna make along the way. That's the goal. Let's hit it. Well, look at to me and Bobby and everybody at fifty two launch, there is only one end goal. And that is a unique value proposition that is your signature product. Right. If whatever you've envisioned, the market has to understand it easily. We have to show it to people. If people would want to buy it, that is the only end goal because that's what you're you're turning this into a business. An idea does not make you money. You The license deal is the longest road to nowhere that I've ever seen. Yes. going down and designing something and telling me that it's I did this, I did that, I got AI to do that, and I can't get an end result that I'm looking for. The end result is, and we have proven it 740, 50 times at this point, that we get the end result. We can put a product in your hand at the end of our process consistently. And that is what is our unique differentiator. First base. First base is the fact that somebody could go online, order your product and it's being shipped to them. So that starts that business on my list, right? So if you're not doing that, nothing goes after that. That's where it has to be. Right. It's a unique value proposition because we don't want to be the same as everybody else. That that uniqueness has to be designed and manufactured, right? Because I can't sell it if I could if I can't hold it. again, this is what kills me with people is they don't understand how much more important your brand is than your product. Exactly. your product is going to be the shortest part of this entire journey. Once you make once you make a coffee cup. It's rinse and repeat. The brand of this coffee cup is going to live forever and it's going to be continually growing and it's going to have different different variations. It's going to have a different path. It's going to have some different models of some different opportunities. But without a brand, you don't have anything to sell. And I'll I'm gonna give you the biggest brand builds your business, man. If you have a brand where someone's going to your website and you have a product to sell, now they're already there. You could have five, six, seven, eight, ten other products to sell there. To make more of business because they went there looking for your brand. And that brand is your reputation. And look at a brand isn't just your logo. It's not just your colors. It's not just your slogan. It is the whole culmination of who is that person speaking to. Because again, as the Don Draperism, you are not creating a product. You are creating something that someone is going to use and see themselves using. That is the product they want, and it's associated with a brand of person. They that without that trust, without that brand identity, without that belief that that brand spoke to me and is like me and made a product for me. the idea is that, everybody feels good when they hear something that wow, that movie spoke to me. That book spoke to me. That product was fantastic. You gotta tell your friends, girl, you need this, man, you need this tool. It saves you three hours. The product sol solved the solution, but that brand spoke to me. That product spoke to me. And that is again a huge underst misunderstanding. Of what marketing and branding is. It's just make the client and the consumer. That's why I always say I don't care who I don't care about anybody's opinion other than the consumer's opinion. That is everything. so again, that's a bit of a hard pill to swallow. So I wrote it like this. It's not about your product, but how they see themselves using your product. That's the pure Don Draperism. If you watch Mad Men a benefit to using it. Yep. You you will come up with slogans, you'll have a pretty good idea. I always say that telling your story is not the same as selling your story. Right. So what does selling your story mean versus telling your story? Everybody can tell their story. I got a founder story. But my passion behind the foundation of this company is what makes this different. I am not going to use us, want to use us, just want to use your product. It's selling the story. Here's the reason we're here. Here's what we can do. Here's what we've proven. Right. And and so when you hear a bunch of contract sellers out there and it's just a cold contract and there's no, there's nobody behind it. And this is what I'm saying. Every product that you enjoy. There's a brand and there's a person behind that brand. Yes. Who's the person behind Apple? Yeah. well, it was Jobs. Jobs, one or more. It was Tim Apple, Tim Cook. Tim Cook. Yeah, yeah, yeah. No, but but the original, the original Apple, the brand associated to Apple, there's when I say there's always a so again, Nike. Who's Wendy? Team Thomas. Thomas. Yeah. Nike. Who's the brand behind the brand? Phil Knight. Because it's the philosophy of the brand. The brand is not Nike. The brand is Phil Knight's vision of a Product business that he created called Nike. And you buy the Nike product because Phil Knight made an incredible product. He was a forefront of it. Exactly. Right? Look at we I drive by the New Balance building at least a couple of times a week on on the mass pike here. The New Balance brand has got a strong brand. It knows its audience. I can tell you, any contractor that comes to estimate your house in New England, look at their shoes, they're wearing new balances. I don't know why. But they know their audience and they deliver a shoe that's comfortable, really well designed, and they know their audience. Nike, Jordan, they don't just have a brand. They have the who's the other brand behind Air Jordan, right? It's the Jordan brand. So you're not when you're buying it from you're you're buying a product, you're buying it from the person who developed a product. That is you. You have to be the founder of your own story. There's a reason why you came up with an idea, and that is so important to building your brand. and why that story resonates with the buyer. Why would the buyer want it? It's something they they equate to, something that brings it to them. It's part of your differential, your your value proposition, your differentiation in the market. So now that you've got those three things, what's the next thing you you need to do? You're telling your story. Where do you sell the story? It's on a website. On website. Right. You need to be found. And why do you need a website? Because you need it to create a transaction that is financial, right? You need to you want someone to put something in their cart, you want them to check out, you want the transaction to happen. And That you want also to have some analytics behind it, a lot of analytics. if you just wait for someone to to buy your product and you don't know where they came from, how they came to you, what they what made them, how much time they spend on your site, what lead, what lead source that you were investing in, if you're putting money out into the market to to generate ads, you want to have that tracking system so you can know everything about your client. When it's organic, that's a very real value. So you need to understand if something came in from your organic, make sure it's clicking through. A channel that can be measured. So just little things like that. You get four clients from one particular site that they're coming through. You want to make sure you put more ads in that space because those are your clients. Bobby, what's the last thing you bought on Amazon? Did you buy it yesterday? I don't need to know what it is. Actually, no, no. I just bought a phone holder. Phone holder. A phone for the car. Okay. Great. And when is it going to arrive? Tomorrow. Okay. What happens if it doesn't arrive tomorrow? I'd be sending them an email. Where's my package or track? We we've been taught to be pissed off when things don't come in the next day or the two days afterwards. So again, in your business model on the end goal, you got your product, you've got your brand, you've got your story, you've got your website, you got your transaction, you got your analytics. You now have to deliver the product within twenty four hours. You don't have to be Amazon. We don't have to make a two day guarantee. People are buying off your Shopify site, which is, again, our our our top recommended site, because of the analytics and all the things it brings in. But Someone has to go put a stamp on this thing. Someone has to put it in a box. Someone has to go and ship it out. That's something we do as well. It's an after service. But it is so important that the product is in someone's hands within 24 to 48 hours. That's it. exactly. And the bonus is, if there are people that would buy other things at the same time, and this is again, maybe it's a second step, but I always say if someone's at your website because you're selling a golf product, what other things that Would they buy at the same time that they're looking for yours? So they found you, they discovered you. Great, they can buy product. Can we sell teas? Can we sell towels? Other unique products. Other products that we don't have to go manufacture that support your signature product because that is the real business conversation. How do I increase my my cart value? If I'm already paying to have someone come here or already putting in the effort to creating content, that's give us some options. And look at on the last part here, I just want to explain. Paying for ads versus creating content is everyone thinks that creating content is free. I will tell you that the amount of time, effort, creating content is your better way, but it is your more expensive way if you do it the wrong way. It can be extremely efficient if you just learn how to generate a ton of content. And this is where, again, people don't understand that, but it is part of the brand. Every day, if you're in a position to create something new and get at the forefront of people, they see that you are. A your your so your success story as a founder resonates because they see the activity being done every day. If you're paying other people to do it, that's great, but you have to be involved in some of that as well. A lot of that, you have to put your face on it. That's just the way it is. You have to show your product, man. There's a reason why and even on television, there's a ton of gym commercials, a ton of shoe commercials. They got to keep your product in their face because there's always competition. So you want to show your product off. So let let's go let's go through that theory, the brand behind the brand. who's Progressive's brand? Yeah, insurance. No, but what's the girl's name? Flo? Flo. flow. I forgot about flow. who's Geico's like person? Lizard. Geico. Toyota? What's this? I don't know. What's her name? But she's in every yeah, she's in every Toyota commercial. She's exactly like what you want to buy. So even when you can't be the brand behind the brand, you have to find your brand ambassador. Right. Exactly. And that's where even who's the Jake from Allstate. Jake from Allstate, who's the mayhem guy, right? that's tongue in cheek. Exactly. who's the farmers insurance guy, right? We all know the brand behind the brand. And so that's what you have to understand. You it has to be done, you've seen it done, you've been advertised for for if you've been on this earth, if you're a boomer, you've been around for a long time, you've seen every type of advertisement. You have your brand, you have your colors. You wanted the colors that are different. Verizon has their Verizon red, AT has their blue, everybody has their brand that you're associated with the colors. And the new world is it's your five tell I I learned the other night that really everyone has a TV in their hand at home, and there's five stations that are seven stations that we are all on at all times. it is Facebook, it is Instagram, it is Twitter. Or X, it is S Snapchat, Pinterest, YouTube, and TikTok. So if you don't think you can reach masses of people, you're mistaken. The the way you reach masses of people is with content or paid ads. And the algorithm the more content you have, the more goals out there. right. So that's it. That's the end goal. If that doesn't align with what you're doing, I would tell you to stop right away. Watch this video, break it down. We'll even make something that is broken down into the real segments that you need to understand. But this is the way that you succeed at launching a product or a business. You don't need me other than the fact that I have the 50 people on staff that can do all this work. I have the hundred and seventy manufacturers that you're gonna need to get your product made. And we've done this seven hundred and fifty times. So I'm not gonna make a mistake that you're probably gonna make along the way. That's the goal. Let's hit it.