Latest / Scalability School / Un-locking Creative Scaling With Statiq

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Un-locking Creative Scaling With Statiq · Scalability School

• 1:02:07
  Like if you are under
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  eight figures a year,
• 1:02:10
  the founder should
• 1:02:11
  probably lead all that.
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  Like the founder is
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  probably the best person
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  to know about the creative strategy.
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  And it's probably also the
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  biggest lever for the business.
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  If that person can unlock
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  that next stage of growth,
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  it's going to change everything.
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  And it's been talked here,
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  it's been talked everywhere.
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  One ad can change your
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  business and life, a single ad.
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  You can find all
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  those inspos on Pinterest.
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  And one good way to start,
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  and that's what we do,
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  but also what the brands
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  who are listening to
• 1:02:39
  this can do on their own,
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  which is to really get their
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  head out of the inspiration,
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  the meta library, pretty much.
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  And try and seek new
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  ways to seek content.
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  And actually
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  Pinterest is a very good one.
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  And that's how we were able
• 1:02:53
  to provide very creative stuff
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  for Holo and some other brands as well.
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  It really started there.
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  Even the top ones, I think
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  this is where some brands
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  need to be a little bit more loose
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  with the like on brand shit,
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  which is the top ad that you have for us
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  is not even our socks.
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  It's an AI generated
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  version of our compression socks.
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  And it looks close, it
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  looks like really close.
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  It's not exactly it,
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  but the actual background
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  that it produced behind it and
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  just like the aesthetic of it
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  and just the way to show
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  the product looks great,
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  obviously is like eye catching,
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  and then it has like a
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  great testimonial on that ad.
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  There are a few others that
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  have like crazy backgrounds,
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  right, they're like desert backgrounds,
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  insane pattern backgrounds.
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  Like there's a lot of
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  creativity behind these.
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  These are definitely not
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  templates like you said
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  that you would just go to Atria or
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  Foreplay or whatever
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  and just rip from somebody else.
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  These are like net new concepts.
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  I think that's why they're working.
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  So I mean, I think I just
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  have to give you kudos for that
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  is like you're bringing
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  new things to the table
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  that aren't just
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  another ad with just like
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  four value props with arrows
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  that every single brand runs, right?
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  (upbeat music)
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  (upbeat music)
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  And now let's take a listen
• 1:04:03
  to the Scalability School Podcast.
• 1:04:06
  Welcome to the
• 1:04:07
  Scalability School Podcast.
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  Special guest today, Simon from Static.
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  Recording live from
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  France all over the world,
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  not in Wisconsin around,
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  although he did come to Wisconsin,
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  which was pretty unusual.
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  Unusual.
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  Europeans in Wisconsin
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  since his war ancestors came.
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  Yeah, when you were growing up,
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  did you ever dream of
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  traveling to Wisconsin?
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  Actually, I kind of did.
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  So on TikTok, you have a whole trend
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  of America's nature kind of thing.
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  And I was seeing
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  these TikToks of Wisconsin
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  and the state of Washington as well,
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  Wyoming to like a bunch of animals.
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  And actually, yeah, I was kind of,
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  I kind of wanted to go
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  there to Chicago as well,
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  which I did.
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  So it was very cool.
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  Yeah, Appleton's
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  beautiful this time of year.
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  Great place.
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  It's gorgeous.
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  I don't know if I just want to go there.
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  (laughing)
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  It's just local humor
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  where we make fun of where we're from.
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  If you don't know Static,
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  Static is an incredible company
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  that really started in Simon,
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  talk just briefly about the company,
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  but it really started
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  doing just Static ads.
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  And now it's grown.
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  I mean, you're one of the
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  biggest players in the game.
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  It's grown significantly
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  and you're getting into video as well.
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  Yeah.
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  You know, I mean, you guys
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  have such a dialed in process
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  and you've taken on some of
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  the biggest brands in D2C.
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  So why don't you show
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  people a little bit about Static,
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  what you guys do?
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  Yeah, so the story is I
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  used to be a media buyer.
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  I was buying med ads
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  mostly for e-com brands.
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  And at the time I
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  thought video ads were amazing,
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  but they took forever to make.
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  And I was like, okay,
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  what's the quickest way to
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  get your message out there?
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  And I actually started to
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  design a bunch of static ads
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  myself for my units spend,
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  and they worked pretty well.
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  And so I called my
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  buddy Jules and I told him,
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  you know, I think we
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  have an opportunity here
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  to create an entire
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  content based on them.
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  We could deliver that
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  at scale, do a great job,
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  hopefully, you know,
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  work with the right people
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  and go from there.
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  And so we did and then eventually,
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  and now we're probably
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  shipping like three to 4,000
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  static ads per month.
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  And so we're thinking about the next step
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  and which video, video
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  ads and services recently.
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  That's awesome, dude.
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  Well, you know, people
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  come to the Scalability School
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  podcast, the tens of
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  listeners that we have
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  to really get into the tactics
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  and the deep understanding
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  of like what's working, right?
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  So let's just kick it off right away,
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  which is you're obviously
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  building and creating a ton
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  of ads.
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  And I think one thing you
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  guys have done incredibly well
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  is build this formula that to
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  a degree that seems to work,
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  you have a really good
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  understanding of what converts.
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  So what are the formats right now?
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  KRSL, you know, UGC statics
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  and what's being overlooked.
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  What's working in that realm right now
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  that people can apply right away?
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  Yeah, so like, so
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  static ads, first of all,
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  static ads, they probably
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  work better in certain settings.
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  Right?
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  So like, for example, offer brands,
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  like, you know, AG1 is
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  probably the OG of these offer
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  type brands where you subscribe and save
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  and you get 20% off.
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  Well, if you can
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  somehow format your brand
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  to be an offer brand based,
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  and I think a lot of them can actually,
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  you're gonna rip with statics because
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  you're gonna be able
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  to drive a lot of
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  traffic at top with video.
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  And then you can close all that traffic
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  at bottom of funnel with static ads.
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  We work with a lot of these offer brands
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  and they work well with that.
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  Also, one thing that's
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  overlooked right now probably
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  would be design variations.
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  Okay?
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  I think a lot of brands are
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  still testing for copy tweaks.
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  And I think it's fine
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  testing them at a point,
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  like if you know your messaging already,
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  you're probably better off
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  going for design variations.
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  Okay?
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  So that's probably one
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  thing that's overlooked.
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  Also, you talked about concepts, right?
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  I think one thing that brands, you know,
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  not do wrong but could
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  improve is they think
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  of this process backwards in some ways.
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  So like they open an ad library,
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  they try and see what
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  the concept, you know,
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  a great concept, they see
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  one and they think, okay,
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  how can I fit my brand
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  into this concept inspiration?
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  Whereas it should probably be
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  thought the other way around,
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  which is what kind of
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  message do I want to deliver
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  to the world, right?
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  And then, okay, what's the
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  right concept that feed that?
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  You know?
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  So it's not really about
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  our comparative ads working
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  or is a product
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  benefit oriented ad better.
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  It's really about the process.
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  It's about, okay, what's my brand?
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  What's the message
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  that I want to deliver?
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  And then what's the
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  right concept for that?
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  So like, yeah, AI concepts are working
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  really well right now.
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  If you have a weight loss brand,
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  you should probably kind of
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  try and find some concepts
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  where you're showing an overweight person
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  versus an in shape person, right?
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  That's working really well right now.
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  It's a very aggressive
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  direct response message,
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  but that's working for sure.
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  And if it fits your brand's messaging,
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  you should probably use that.
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  So yeah, more than concepts itself,
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  it's more about actually
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  getting the process right.
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  And it starts with your
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  brand, not the other way around,
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  which is what I see
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  usually with maybe, you know,
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  seven figure brands-ish,
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  eight, nine figure brands,
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  they kind of get this right.
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  Yeah, we've talked
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  maybe a couple of times
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  on this podcast and I know
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  Zach has been on other shows
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  where like you've kind of like described
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  the static framework that you use,
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  where you come up with
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  maybe some different ranges
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  of people that you're trying to talk to
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  or you kind of pillar messaging
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  and you use static to kind
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  of prove out those concepts.
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  Simon, I'm curious, like,
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  what is the average client
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  coming to you asking for?
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  Like, are they, they kind of know,
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  it seems like you're
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  working with like big brands
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  for the most part.
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  So like, they come to you with like
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  pretty defined like,
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  hey, we know this works.
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  We're trying to just do more of this.
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  So are you taking
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  kind of the core message
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  and helping deliver on just
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  like a wider range of variations
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  within that core message?
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  Or like, what is the
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  average client asking you for?
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  Yeah, so like big brands,
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  I mean big brands like
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  eight to nine figure brands,
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  which most of our clients,
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  they usually work in cycles, okay?
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  So what they do is, let's
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  say a cycle is six weeks, okay?
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  Six weeks, okay, they're
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  going to use static ads
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  to try and find a new audience, a new
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  funnel, a new offer.
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  So like, they're going to
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  make dozens of variations,
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  testing a pink color background
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  with a woman oriented message.
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  And then they're going
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  to try a blue background
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  with a man oriented message.
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  And they're going to try
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  two funnels out of them.
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  Like, and the good thing with static is
• 1:10:26
  they're super cheap.
• 1:10:27
  I mean, they're
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  cheaper to make than video
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  was they get cheaper clicks
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  and they're easy to reiterate on.
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  So you can actually stop there.
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  And once you get some soft and you know,
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  some soft metrics hitting,
• 1:10:37
  and then also CPAs that
• 1:10:39
  are in line with your target,
• 1:10:40
  and it starts scaling,
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  you can then pile up new
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  ad formats on top of that.
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  So like you have this kind of cycle
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  where brands use us a lot for these.
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  And then you have the other
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  cycle, which is, I don't know,
• 1:10:51
  we have the fourth of
• 1:10:51
  July ads offering, coming,
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  and like we need
• 1:10:54
  hundreds of ads for that.
• 1:10:56
  And when that happens,
• 1:10:58
  it's really about scaling,
• 1:11:00
  like a lot of assets.
• 1:11:01
  Eventually, they are not going to make
• 1:11:03
  some copy tweaks on them,
• 1:11:04
  because like it's the
• 1:11:05
  fourth of July offer.
• 1:11:07
  You don't really need that.
• 1:11:08
  I mean, to have so many to copy tweaks,
• 1:11:10
  you just need to take the
• 1:11:12
  evergreen stuff that's working,
• 1:11:14
  probably add an American flag,
• 1:11:16
  and you know, spin that
• 1:11:17
  across your entire SKU set.
• 1:11:19
  So like, yeah, I think
• 1:11:19
  to answer the question,
• 1:11:20
  I feel like they work in cycles,
• 1:11:22
  cycles of iterations
• 1:11:23
  to find new audiences
• 1:11:24
  and cycles of optimizing for volume,
• 1:11:26
  pushing out a lot of content out there.
• 1:11:28
  Yeah, that's really interesting.
• 1:11:29
  And there's a follow up
• 1:11:30
  question, which is maybe for you,
• 1:11:31
  but Zach, maybe for you as well.
• 1:11:33
  You mentioned they're using static.
• 1:11:35
  I think this was actually like,
• 1:11:37
  so the average person
• 1:11:38
  that's listening to this
• 1:11:39
  is seven to eight figure range.
• 1:11:40
  And what you said that I
• 1:11:42
  think is really applicable to them
• 1:11:43
  is they can use
• 1:11:44
  statics to find and unlock
• 1:11:45
  new concepts in messaging.
• 1:11:47
  And that's like, sounds
• 1:11:47
  like half of what you're doing
• 1:11:49
  is just like trying to
• 1:11:50
  unlock that new thing.
• 1:11:52
  Do you have insight into
• 1:11:53
  like how they're identifying
• 1:11:55
  like what the concepts
• 1:11:56
  should be in the messaging?
• 1:11:58
  Like what is that creative
• 1:11:59
  strategy and research process
• 1:12:01
  that's kind of like
• 1:12:02
  going into determining
• 1:12:03
  who should we even
• 1:12:04
  try to message to next?
• 1:12:07
  And I have thoughts on this too,
• 1:12:08
  and Zach, I'm sure you do too.
• 1:12:09
  But I'm curious if like you
• 1:12:10
  have insight into that process.
• 1:12:11
  Yeah, so like, again, you
• 1:12:12
  gotta start with your product.
• 1:12:14
  So let's say you're a
• 1:12:15
  coffee substitute brand, right?
• 1:12:17
  That's what you sell.
• 1:12:18
  You probably have a product
• 1:12:19
  that based on its ingredients
• 1:12:22
  that can solve a bunch of issues, right?
• 1:12:24
  And some issues are more appealing
• 1:12:26
  towards certain demographic,
• 1:12:28
  some others to another demographic.
• 1:12:30
  So like, let's say your
• 1:12:31
  brand can solve energy issues,
• 1:12:35
  anxiety stuff, you cannot
• 1:12:36
  mention it directly that way,
• 1:12:38
  but then, you know,
• 1:12:39
  anxiety stuff, energy stuff,
• 1:12:41
  judge related issues.
• 1:12:43
  And you're like, okay, who's more likely
• 1:12:45
  to experience that issue?
• 1:12:47
  And let's do some basic thinking, right?
• 1:12:51
  Probably on meta, if
• 1:12:52
  you target gut issues,
• 1:12:54
  you should probably target women.
• 1:12:55
  Because, you know, there are
• 1:12:57
  more problem aware than men
• 1:12:59
  on that particular
• 1:13:00
  issue, most likely, okay?
• 1:13:02
  If you're targeting, I
• 1:13:04
  don't know, energy or yeah,
• 1:13:06
  energy levels, you're probably better off
• 1:13:09
  trying to target men for some reasons.
• 1:13:11
  Because overall, you may have more people
• 1:13:14
  that are ready to
• 1:13:15
  purchase for that issue, okay?
• 1:13:17
  And so once you start
• 1:13:18
  layering those ideas,
• 1:13:20
  then you can start testing, right?
• 1:13:22
  You can be, okay, what's the messaging?
• 1:13:24
  So like, you can just
• 1:13:25
  draft a bunch of headlines
• 1:13:27
  on energy, on gut, et cetera.
• 1:13:29
  You try and make them
• 1:13:30
  fit to your audience.
• 1:13:31
  Once you have those
• 1:13:32
  headlines, like, okay,
• 1:13:33
  how can I represent my product best?
• 1:13:36
  And then you put it in a situation
• 1:13:38
  where you can start bracing static ads.
• 1:13:40
  So it starts with your
• 1:13:42
  product itself and what it solves,
• 1:13:44
  then you can draw a bunch of conclusions
• 1:13:46
  on which demographics can relate to that.
• 1:13:49
  Then you draft some headlines.
• 1:13:51
  The headline step is
• 1:13:52
  actually very important.
• 1:13:53
  And once you have those, you
• 1:13:54
  can think about concepting.
• 1:13:56
  And then you launch to production,
• 1:13:58
  you don't sound meta,
• 1:13:59
  you look at the data
• 1:14:00
  and you start over again.
• 1:14:01
  Yeah, that makes a ton of sense.
• 1:14:02
  I promise this will be my last follow-up
• 1:14:04
  and I'll let somebody else speak.
• 1:14:06
  It's interesting that
• 1:14:06
  you kind of positioned
• 1:14:07
  the way that you did.
• 1:14:08
  And I wrote down each of those steps,
• 1:14:10
  but like what you
• 1:14:11
  said you started with is,
• 1:14:12
  you have to think about
• 1:14:13
  what problems your product
• 1:14:15
  actually solves.
• 1:14:16
  We recorded an episode yesterday,
• 1:14:17
  I don't know when these
• 1:14:18
  will come out in sequence,
• 1:14:19
  where we talked about
• 1:14:20
  one of Zach's recent tweets
• 1:14:21
  where he kind of ranted.
• 1:14:22
  And one of the first
• 1:14:22
  things that he said was,
• 1:14:23
  like your product
• 1:14:24
  actually has to solve problems
• 1:14:25
  because if it doesn't,
• 1:14:26
  then it makes it really hard
• 1:14:27
  to actually speak
• 1:14:27
  about what you usually do.
• 1:14:29
  And so I think that
• 1:14:29
  that's a really interesting
• 1:14:30
  starting point.
• 1:14:31
  But the other point that
• 1:14:32
  I wanted to make is like,
• 1:14:33
  the way that this might
• 1:14:34
  show up in your ad account is,
• 1:14:36
  you've been trying things
• 1:14:37
  for several months in a row,
• 1:14:39
  and either row as is
• 1:14:40
  constantly decreasing
• 1:14:41
  or spend is decreasing,
• 1:14:42
  but you're kind of like
• 1:14:42
  flat and you're stuck.
• 1:14:44
  And so what the solution is to that is,
• 1:14:47
  in a creative sense
• 1:14:48
  potentially is going back
• 1:14:50
  and doing this
• 1:14:51
  process that you suggested,
• 1:14:52
  which is listing out all
• 1:14:52
  the problems that you solved
• 1:14:53
  that maybe you're not
• 1:14:53
  currently speaking to,
• 1:14:55
  and then coming up with
• 1:14:55
  a plan to build statics
• 1:14:57
  around that messaging.
• 1:14:59
  So it is for anybody
• 1:15:00
  that's struggling with
• 1:15:01
  maybe plateauing in the ad account.
• 1:15:03
  This is one of those
• 1:15:04
  things that you should be doing
• 1:15:05
  is just following the exact
• 1:15:06
  process that you laid out.
• 1:15:07
  Yeah, 100%.
• 1:15:08
  And if nothing is working,
• 1:15:11
  you should probably think
• 1:15:12
  of a bigger swing to make.
• 1:15:14
  You can actually change the entire
• 1:15:15
  website if you have to.
• 1:15:17
  Once you have the
• 1:15:17
  formula of your product,
• 1:15:19
  I mean, I say formula
• 1:15:20
  because we have a lot of
• 1:15:21
  how can ones brands, but
• 1:15:22
  once you have your product,
• 1:15:24
  you can market it in very different ways.
• 1:15:26
  Even for example, let's take Holo, right?
• 1:15:28
  You guys sell socks.
• 1:15:29
  You can market it for winter
• 1:15:31
  activities through the winter
• 1:15:32
  and then probably summer activities
• 1:15:34
  follow through the summer.
• 1:15:35
  And it's probably two
• 1:15:37
  very different demographics.
• 1:15:39
  I mean, I don't know
• 1:15:39
  how different they are,
• 1:15:41
  but like, you don't mind what I mean?
• 1:15:42
  You can make bigger swing.
• 1:15:43
  You can change the landing page.
• 1:15:45
  And eventually if nothing is working,
• 1:15:47
  you could probably
• 1:15:47
  have a product that sucks.
• 1:15:50
  I don't know, but like if
• 1:15:51
  really nothing is working,
• 1:15:53
  you should probably think
• 1:15:55
  of re-doing it entirely.
• 1:15:57
  But yeah, you can do a lot of things
• 1:15:59
  before setting
• 1:15:59
  everything down, of course.
• 1:16:01
  Yeah, I mean, I think
• 1:16:02
  going through the process
• 1:16:03
  you talked about is huge.
• 1:16:05
  I think that's one of
• 1:16:06
  the things that makes you
• 1:16:07
  really unique in the
• 1:16:08
  space that you have walked
• 1:16:11
  so many brands through
• 1:16:12
  this successfully and growing
• 1:16:14
  and you're being put against
• 1:16:16
  other people in the marketplace
• 1:16:17
  in terms of ad creators.
• 1:16:19
  And you seem to have a good sense of,
• 1:16:22
  you know, the visual cues
• 1:16:23
  that signal DR intent to meta,
• 1:16:25
  which I think is a big part of it.
• 1:16:26
  What are some of those that you've,
• 1:16:28
  and you can even talk about
• 1:16:29
  the ones you've integrated
• 1:16:30
  for Holo, right?
• 1:16:31
  Because obviously it's six out.
• 1:16:34
  Static has been
• 1:16:34
  working in Holo's account,
• 1:16:36
  which Zach will speak to.
• 1:16:37
  Yeah, so like the way
• 1:16:38
  I'd say we stand out
• 1:16:40
  and also the way you can stand out
• 1:16:42
  is to be very creative with your stuff.
• 1:16:44
  But like, if you do like everybody else,
• 1:16:46
  you go into Foreplay
• 1:16:48
  or Atria or whichever,
• 1:16:49
  you know, iLibrary tool you're using
• 1:16:51
  and you try and fit your
• 1:16:53
  brand into an existing concept
• 1:16:54
  and that's all you do,
• 1:16:55
  you're probably going to struggle.
• 1:16:57
  You kind of need to get
• 1:16:58
  your head out of those
• 1:17:00
  inspiration library from time to time.
• 1:17:02
  Look at organic things
• 1:17:03
  like go to Pinterest,
• 1:17:05
  try and find very creative ideas
• 1:17:09
  and try and think differently.
• 1:17:11
  I think that's where it
• 1:17:12
  starts to kind of have,
• 1:17:14
  to kind of provide meta
• 1:17:15
  with a different concept
• 1:17:16
  than what everyone's doing.
• 1:17:18
  For example, let's say again,
• 1:17:19
  let's take the coffee substitute brand
• 1:17:21
  because it's a great
• 1:17:22
  example, you see it to understand.
• 1:17:23
  You go to Pinterest and
• 1:17:25
  you write mushroom, right?
• 1:17:27
  You just do this.
• 1:17:28
  You're going to have so
• 1:17:29
  much creativity in front of you
• 1:17:31
  to try and take inspiration from.
• 1:17:33
  You can do illustration stuff,
• 1:17:35
  very different than what
• 1:17:36
  the competition is doing.
• 1:17:38
  No one is doing
• 1:17:38
  illustrations on meta right now.
• 1:17:40
  You can also, I don't know,
• 1:17:41
  place your product in a forest
• 1:17:43
  and having weird mushrooms
• 1:17:45
  growing around it, et cetera.
• 1:17:47
  You can find all
• 1:17:48
  those inspos on Pinterest.
• 1:17:51
  And one good way to
• 1:17:52
  start, and that's what we do,
• 1:17:54
  but also what the brands
• 1:17:55
  who are listening to this
• 1:17:56
  can do on their own,
• 1:17:57
  which is to really get their
• 1:17:58
  head out of the inspiration,
• 1:18:01
  the meta library, pretty much,
• 1:18:02
  and try and seek new
• 1:18:04
  ways to seek content.
• 1:18:06
  And actually,
• 1:18:06
  Pinterest is a very good one.
• 1:18:08
  And that's how we were able
• 1:18:10
  to provide very creative stuff
• 1:18:12
  for Holo and some other brands as well.
• 1:18:13
  It really starts there.
• 1:18:14
  What are you looking for in Pinterest?
• 1:18:17
  Literally just unique visuals
• 1:18:18
  that you don't see in
• 1:18:19
  ad accounts otherwise.
• 1:18:20
  It's like you're going
• 1:18:21
  there because you know
• 1:18:21
  that people on Pinterest
• 1:18:23
  are not staring at ad accounts
• 1:18:24
  all day trying to recreate
• 1:18:25
  and not talk to everybody else.
• 1:18:27
  So you're looking for a
• 1:18:27
  unique visual in that, right?
• 1:18:30
  Is that what you're looking for?
• 1:18:31
  Exactly.
• 1:18:32
  You're looking for something unique.
• 1:18:34
  And it's not because it's on Pinterest
• 1:18:36
  that it's not going to work.
• 1:18:38
  What you want is a great visual
• 1:18:39
  that delivers your message across.
• 1:18:42
  Then you can performance it, right?
• 1:18:45
  You can add a direct
• 1:18:47
  response headline if you want.
• 1:18:48
  You can add a bunch of product benefits.
• 1:18:50
  You can slap your offer into it.
• 1:18:52
  It's not because it's on Pinterest
• 1:18:54
  that it's not going to work.
• 1:18:55
  You just have to
• 1:18:56
  reunite both worlds, right?
• 1:18:59
  And it's the same.
• 1:19:00
  It's actually the same for videos.
• 1:19:02
  I'm not sure if we want to
• 1:19:03
  switch to videos right now,
• 1:19:04
  but I do have a great example for it.
• 1:19:06
  Simon, I think we
• 1:19:07
  should get into the work
• 1:19:09
  you guys have been doing for Holo
• 1:19:10
  and just talk about
• 1:19:11
  that a little bit more
• 1:19:12
  because we can
• 1:19:12
  actually share some numbers
• 1:19:14
  and talk about what's going
• 1:19:15
  on and all that good stuff.
• 1:19:17
  For what it's worth,
• 1:19:18
  hired static, I think it's
• 1:19:20
  been like 30 days at this point.
• 1:19:21
  Is that sound about right?
• 1:19:22
  Maybe a little bit more.
• 1:19:24
  We have definitely found some winning
• 1:19:26
  ads, which is awesome.
• 1:19:27
  I mean, we have one ad that alone is
• 1:19:28
  spent like nine grand,
• 1:19:30
  another one that spent six
• 1:19:31
  grand, another one at four.
• 1:19:32
  So I mean, these are individual ads,
• 1:19:34
  not like all of the ads.
• 1:19:36
  So we're talking, you know,
• 1:19:37
  multiple tens of
• 1:19:38
  thousands of dollars in spend
• 1:19:40
  from static's work, which is incredible.
• 1:19:42
  And an incredible ROI,
• 1:19:43
  especially based on your fee structure
• 1:19:44
  and kind of how that's been going.
• 1:19:46
  The metric that we look
• 1:19:47
  at also just to like shares
• 1:19:49
  like a North Beam one day clicks.
• 1:19:51
  Anything above a one for us is like a win
• 1:19:53
  that usually backs into,
• 1:19:54
  and we've done a lot of
• 1:19:55
  analysis to say that this is like
• 1:19:56
  a two plus NC ROIs if we can get a one
• 1:19:59
  on North Beam one day clicks.
• 1:20:00
  I'm looking at a ton of ads
• 1:20:01
  that you guys have made for us.
• 1:20:02
  To your point about like
• 1:20:03
  inspo and just new ideas,
• 1:20:07
  a lot of them are AI
• 1:20:08
  based, like you said.
• 1:20:09
  Oh, even the top ones,
• 1:20:10
  I think this is where some brands need to
• 1:20:12
  be a little bit more loose
• 1:20:14
  with the like on brand shit,
• 1:20:16
  which is the top ad that you have for us
• 1:20:19
  is not even our socks.
• 1:20:20
  It's an AI generated
• 1:20:21
  version of our compression socks.
• 1:20:23
  And it looks close.
• 1:20:23
  It looks like really close.
• 1:20:25
  It's not exactly it,
• 1:20:26
  but the actual background
• 1:20:28
  that it produced behind it
• 1:20:29
  and just like the aesthetic of it
• 1:20:30
  and just the way to show
• 1:20:32
  the product looks great.
• 1:20:34
  Obviously it's like eye catching
• 1:20:35
  and then it has like a
• 1:20:35
  great testimonial on that ad.
• 1:20:37
  There are a few others that
• 1:20:38
  have like crazy backgrounds,
• 1:20:40
  right?
• 1:20:41
  Dessert backgrounds,
• 1:20:42
  insane pattern backgrounds.
• 1:20:44
  Like there's a lot of
• 1:20:45
  creativity behind these.
• 1:20:46
  And these are definitely not templates.
• 1:20:48
  Like you said, that you
• 1:20:49
  would just go to Atria
• 1:20:51
  or four player or whatever
• 1:20:52
  and just rip from somebody else.
• 1:20:54
  These are like net new concepts.
• 1:20:55
  I think that's why they're working.
• 1:20:57
  So, I mean, I think I just
• 1:20:58
  have to give you kudos for that
• 1:20:59
  is like you're bringing
• 1:21:00
  new things to the table
• 1:21:01
  that aren't just another
• 1:21:02
  ad with just like four value
• 1:21:04
  props with arrows that
• 1:21:05
  every single brand runs, right?
• 1:21:07
  That everyone tries to copy.
• 1:21:08
  I mean, you have to
• 1:21:09
  comment that, you know,
• 1:21:10
  the French are known
• 1:21:10
  for innovation in design.
• 1:21:13
  Simon, you're kind of on brand with this.
• 1:21:15
  I also assumed that
• 1:21:16
  you've only had pastries today
• 1:21:18
  just like being French as well.
• 1:21:21
  Close to it.
• 1:21:22
  Yeah.
• 1:21:24
  The one thing I did want to ask you about
• 1:21:25
  that I thought was interesting is like,
• 1:21:27
  so there's some language
• 1:21:28
  that you guys have used
• 1:21:29
  in the ads that you've made for us
• 1:21:31
  that are just brand new ideas, right?
• 1:21:33
  So we've talked a lot about
• 1:21:34
  like getting Inspawn the visual.
• 1:21:36
  I'd love to understand
• 1:21:36
  how you're getting Inspawn
• 1:21:37
  like the copy that you're using
• 1:21:38
  and like the
• 1:21:39
  headlines and stuff like that.
• 1:21:40
  So tell us more about how
• 1:21:41
  you think about the copy.
• 1:21:42
  Yeah, to be fully honest,
• 1:21:44
  I'm not sure if we're
• 1:21:45
  going to be able to run that,
• 1:21:46
  but you'll let me know.
• 1:21:47
  You guys run, you guys
• 1:21:48
  write the copy for us.
• 1:21:50
  Are you aware of that?
• 1:21:51
  Sure, I didn't know that.
• 1:21:52
  No, yeah.
• 1:21:53
  So yeah, I'm not gonna try
• 1:21:55
  and bullshit my way into this.
• 1:21:56
  I mean, it's actually
• 1:21:57
  not part of our offering
• 1:21:58
  and we don't write copy for many reasons,
• 1:22:01
  but I also feel like copy
• 1:22:04
  actually should be known
• 1:22:05
  to the brand.
• 1:22:06
  A few months ago when we started,
• 1:22:08
  we tried and do copy services as well.
• 1:22:10
  And I think that's a relevant one.
• 1:22:12
  The truth is our copy was us.
• 1:22:15
  Copy is actually very difficult to write.
• 1:22:17
  And like if you're trying to externalize
• 1:22:20
  your entire messaging to any agency,
• 1:22:22
  it's probably not gonna work
• 1:22:23
  because copy services are, I mean,
• 1:22:25
  great copy services
• 1:22:26
  should and are very pricey.
• 1:22:29
  And in some extent, you
• 1:22:30
  breathe your brand 24 seven
• 1:22:32
  and we believe that
• 1:22:34
  brand should own that.
• 1:22:35
  And so that's why we
• 1:22:36
  actually separated both
• 1:22:37
  and we own creative direction.
• 1:22:40
  So like we put out great new ideas
• 1:22:42
  and you guys match us with the
• 1:22:44
  appropriate copy for that.
• 1:22:46
  Right, that makes a lot of sense.
• 1:22:48
  Yeah, I mean, I think
• 1:22:48
  the one thing that I was
• 1:22:49
  even mostly trying to get at was then
• 1:22:51
  just like the creativity
• 1:22:52
  that comes with the copy, right?
• 1:22:54
  So like we have some language here.
• 1:22:55
  It's like torturing your
• 1:22:56
  feet is just a big headline.
• 1:22:57
  I've never seen an ad
• 1:22:58
  that we've done with that.
• 1:22:59
  But then like the visual
• 1:23:00
  that you guys came up with
• 1:23:01
  that was AI generated that
• 1:23:02
  ties into torturing your feet
• 1:23:04
  is just super punchy, right?
• 1:23:05
  It's not a photo that we would just get.
• 1:23:07
  It's not a photo we
• 1:23:07
  would get from a customer.
• 1:23:09
  Like I think that's where the special
• 1:23:10
  also statics comes in, right?
• 1:23:12
  Cause like, yeah, okay.
• 1:23:13
  If we are writing the
• 1:23:14
  copy, which is news to me,
• 1:23:15
  I did not know that.
• 1:23:18
  That you guys have full
• 1:23:19
  creative freedom though
• 1:23:20
  to just like let it rip
• 1:23:21
  with that concept, right?
• 1:23:22
  So I think that's--
• 1:23:24
  Exactly.
• 1:23:25
  How are you?
• 1:23:26
  So another question I
• 1:23:27
  have then based on that.
• 1:23:28
  So for brands that are,
• 1:23:31
  what are the brands that
• 1:23:32
  you feel like get the most
• 1:23:34
  like spend out of your ads?
• 1:23:35
  Like what are they allowing you to do?
• 1:23:37
  What are they doing?
• 1:23:38
  What are you doing uniquely for them
• 1:23:39
  that are the ones that are getting the
• 1:23:41
  most volume of spend
• 1:23:42
  versus some that you're
• 1:23:43
  like, we tried our best
• 1:23:45
  but it just didn't work out.
• 1:23:46
  This episode is brought to you by
• 1:23:48
  the Foxwell founders membership
• 1:23:50
  that Andrew and his wife, Gracie run.
• 1:23:52
  It has been absolutely pivotal for not
• 1:23:54
  just the Homestead team
• 1:23:55
  but the Easy Street Brands team.
• 1:23:57
  We've had, I don't
• 1:23:58
  even know how many members
• 1:23:59
  are currently in there that
• 1:24:00
  are part of our ecosystem.
• 1:24:01
  But when it comes to
• 1:24:02
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  to building an agency,
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  to knowing retention,
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  when they get stuck or they
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  So definitely would recommend it
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  to take it a step deeper,
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  try to get a little bit more
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  and all the world DTC is.
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  Yeah, I think one of the
• 1:24:23
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• 1:24:25
  open up the Slack group
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  every single day.
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  for the topics you care most about.
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  Like for the costs, like
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  for their time, but
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  through the membership,
• 1:24:48
  like you get access to
• 1:24:49
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  and tons of resources.
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  Yeah, I mean, I think the
• 1:24:52
  biggest resource to me too
• 1:24:53
  is like the events that, you know,
• 1:24:55
  Foxwell Founders does.
• 1:24:56
  They've been able to do
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  some even in Wisconsin,
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  even in the boring state of Wisconsin,
• 1:25:00
  which is pretty awesome.
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  Getting people together in person
• 1:25:03
  and able to have really
• 1:25:04
  just like honest conversations
• 1:25:05
  of what's going on,
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  what's working for them now,
• 1:25:08
  you know, where
• 1:25:08
  they're at in their business
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  and knowing that there's
• 1:25:10
  gonna be, like Brad said,
• 1:25:11
  some real killers in the
• 1:25:12
  space in this membership
• 1:25:14
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  So that's been a huge
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• 1:25:20
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  And the applications are now open
• 1:25:22
  if you're looking to
• 1:25:23
  join, so make sure you--
• 1:25:25
  Foxwell Founders, yeah,
• 1:25:26
  foxwellfounders.com.
• 1:25:27
  Go check it out, go fly.
• 1:25:28
  What are the brands that
• 1:25:29
  you feel like get the most
• 1:25:31
  spend out of your ads?
• 1:25:32
  Like what are they allowing you to do?
• 1:25:34
  What are they doing?
• 1:25:35
  What are you doing uniquely for them
• 1:25:36
  that are the ones that are getting the
• 1:25:38
  most volume of spend
• 1:25:39
  versus some that you're
• 1:25:40
  like, we tried our best,
• 1:25:42
  but it just didn't work out?
• 1:25:44
  I mean, again, the creative stuff.
• 1:25:46
  Like the ones that are willing to try
• 1:25:48
  very creative concepts, creative ideas,
• 1:25:51
  not only layout, you gotta
• 1:25:53
  think outside of layouts.
• 1:25:55
  So like you gotta think outside of,
• 1:25:57
  okay, this is an ugly ad,
• 1:25:58
  this is a comparative ad.
• 1:25:59
  This doesn't really matter.
• 1:26:01
  It's really about the main idea
• 1:26:03
  that you're trying to deliver.
• 1:26:05
  And if the brand is fine
• 1:26:06
  with trying out new ideas,
• 1:26:08
  new settings, they're
• 1:26:09
  probably going to perform better
• 1:26:10
  with us, that's one thing.
• 1:26:12
  Then, and it's kind of a
• 1:26:14
  global branding decision,
• 1:26:16
  but you should probably frame your brand
• 1:26:19
  as an offer brand.
• 1:26:20
  Even, I mean, probably
• 1:26:21
  any brand, any product
• 1:26:23
  can become an offer,
• 1:26:24
  actually, that's what I think.
• 1:26:25
  And your statics are gonna work better
• 1:26:27
  if you can have an offer behind it.
• 1:26:30
  If you're just selling a product
• 1:26:32
  and it doesn't really have an offer,
• 1:26:33
  it doesn't have to be a
• 1:26:35
  bobo or a percentage offer,
• 1:26:37
  subscribe and save, but
• 1:26:38
  it has to have this twist
• 1:26:40
  where you're more entitled to buy.
• 1:26:42
  And your statics are gonna
• 1:26:43
  work better eventually also.
• 1:26:46
  So two things, you're
• 1:26:47
  willing to try creative ideas
• 1:26:49
  and you're able to frame your brand
• 1:26:51
  into an offer environment.
• 1:26:53
  That's probably the two
• 1:26:55
  answers that I have for this.
• 1:26:56
  And then your testing
• 1:26:57
  metrics, your testing metrics.
• 1:26:59
  Sorry, sorry, for
• 1:27:00
  example, I think the best way
• 1:27:02
  to test statics right now and
• 1:27:03
  to find the most performance
• 1:27:05
  out of your set of static ads
• 1:27:06
  is to brief net new concepts.
• 1:27:08
  So like different stuff, let's say you
• 1:27:10
  brief five per week,
• 1:27:12
  five net new concepts, very different.
• 1:27:13
  And then within each
• 1:27:15
  concept, you do variations
• 1:27:17
  of targeting different demographics.
• 1:27:19
  So you'd have one
• 1:27:20
  concept, three demographic,
• 1:27:22
  so three different design variations.
• 1:27:24
  And then you can also
• 1:27:25
  have three different
• 1:27:26
  headline variation, one per variation.
• 1:27:29
  So you end up with a set that has a lot
• 1:27:32
  of different concepts, each
• 1:27:33
  of them has design variations
• 1:27:36
  and appropriate copy.
• 1:27:37
  And this is how you can
• 1:27:38
  really test at scale new agencies,
• 1:27:40
  but also find winners, work on evergreen
• 1:27:42
  and keep the ball right.
• 1:27:44
  And you're putting, just
• 1:27:45
  to be clear as an answer,
• 1:27:46
  how do you suggest people test this?
• 1:27:49
  I mean, a lot of people
• 1:27:50
  that are coming to you
• 1:27:51
  are probably spending a decent amount,
• 1:27:52
  but are you suggesting
• 1:27:53
  that they just throw it all
• 1:27:54
  in a new ASC or in
• 1:27:56
  the existing or, I mean,
• 1:27:58
  it depends on the buyers, I suppose,
• 1:27:59
  in the accountant
• 1:27:59
  situation, maybe you're letting them
• 1:28:01
  decide that.
• 1:28:02
  Definitely depends on the buyer.
• 1:28:04
  I'm an ABO guy, but I
• 1:28:05
  would run my tests with ABO
• 1:28:10
  on an ABO setup.
• 1:28:11
  So like, for example,
• 1:28:12
  you'd have either you have
• 1:28:15
  all net new concepts, no variations,
• 1:28:17
  competing within each
• 1:28:19
  other in a single ABO ad sets,
• 1:28:21
  so like three to five net new concepts
• 1:28:23
  competing within each other.
• 1:28:25
  That is if you have a logo jet,
• 1:28:27
  low is different between brands,
• 1:28:28
  but like if you spend less
• 1:28:29
  than 100K a per month on meta,
• 1:28:32
  you're probably better off
• 1:28:33
  working on bigger swings.
• 1:28:34
  So like don't spend money and time
• 1:28:36
  figuring out variations.
• 1:28:37
  Just spend money and time on getting
• 1:28:39
  those net new concepts
• 1:28:40
  and make them compete within each other.
• 1:28:42
  If you have more money to spend,
• 1:28:44
  you can probably dilute that ad spend
• 1:28:46
  across multiple ABOs and try
• 1:28:48
  and deep dive a little more.
• 1:28:50
  And if you have more money,
• 1:28:51
  if you're spending above
• 1:28:52
  100K per month on meta,
• 1:28:54
  you can have one ABO per concept
• 1:28:56
  and that ABO includes all the variations.
• 1:29:00
  And then you have a third way,
• 1:29:01
  which is less preferred to me,
• 1:29:03
  but if your account
• 1:29:04
  works with an AAC setup,
• 1:29:06
  you can actually do that,
• 1:29:07
  is you can use the big
• 1:29:09
  boy, the big boy setup,
• 1:29:10
  having a lot of
• 1:29:11
  variations and put it all in an AAC
• 1:29:14
  and you know, hope something sticks.
• 1:29:15
  Okay, that's the third way.
• 1:29:18
  Personally, I prefer testing ABO
• 1:29:20
  because I feel like
• 1:29:21
  it's also a mindset shift.
• 1:29:22
  Okay, when I test ABO,
• 1:29:24
  static spends money on ads as well.
• 1:29:26
  So I know and I test ABO as well.
• 1:29:29
  When I spend money on an ABO setup,
• 1:29:32
  it's actually a lot of money, right?
• 1:29:33
  You're spending a lot of money behind it.
• 1:29:35
  And so if it doesn't work,
• 1:29:37
  next time you go into the account,
• 1:29:39
  you're gonna be more
• 1:29:40
  thoughtful about your testing.
• 1:29:41
  You're gonna think twice, right?
• 1:29:43
  If you put everything
• 1:29:44
  into an AAC with a low budget
• 1:29:46
  and if you're a small
• 1:29:47
  brand and you're starting out
• 1:29:49
  spending less than 100k per month,
• 1:29:52
  it may not be so much
• 1:29:53
  worth it to do this.
• 1:29:55
  Because if it doesn't work,
• 1:29:56
  you're not really going
• 1:29:57
  to know what didn't work
• 1:29:59
  and it's not gonna be
• 1:30:00
  a huge loss for you.
• 1:30:01
  So you'll be like,
• 1:30:02
  "Meh, that didn't work."
• 1:30:04
  So that's why I like ABO because it
• 1:30:05
  forces me to be good.
• 1:30:06
  It's pretty much that.
• 1:30:07
  Yeah, I mean, there's
• 1:30:09
  so many different ways
• 1:30:09
  to think about it, but I
• 1:30:10
  generally agree with you.
• 1:30:11
  I think it's tough.
• 1:30:12
  I mean, especially if
• 1:30:13
  you have a lower budget,
• 1:30:14
  which I think a lot of people live in,
• 1:30:15
  especially that are
• 1:30:16
  listening to this podcast, right?
• 1:30:18
  So a follow up, another question I have,
• 1:30:20
  you're exposed to a lot
• 1:30:22
  of creative strategists
• 1:30:23
  and a lot of creative strategy process
• 1:30:25
  within different organizations.
• 1:30:26
  I think that one of the
• 1:30:27
  things that every brand
• 1:30:28
  is trying to figure out
• 1:30:29
  right now is how do we
• 1:30:31
  make the process?
• 1:30:32
  So you talked about like,
• 1:30:33
  here's how you
• 1:30:33
  develop different personas,
• 1:30:35
  get inspiration from different places.
• 1:30:37
  How do you make the process
• 1:30:38
  of doing creative strategy
• 1:30:40
  briefing faster and better?
• 1:30:43
  Because I think there's a
• 1:30:44
  big hang up in a lot of that,
• 1:30:45
  that brands don't have,
• 1:30:47
  the owners are doing it themselves.
• 1:30:48
  Or they're, you know what I mean?
• 1:30:49
  They're trying to find a
• 1:30:50
  CS that they're doing this
• 1:30:51
  or the agency is doing it.
• 1:30:53
  And the agencies do varying jobs,
• 1:30:55
  like jobs of varying
• 1:30:56
  degrees of good jobs of this.
• 1:30:58
  And so I'm just curious,
• 1:30:59
  you're exposed to a lot.
• 1:31:01
  What are those that are
• 1:31:01
  doing it really successfully?
• 1:31:02
  What are they doing?
• 1:31:03
  And let's just focus
• 1:31:04
  on the ones that aren't
• 1:31:05
  the biggest brands in the world,
• 1:31:06
  because clearly like
• 1:31:07
  the ridges and everybody,
• 1:31:08
  they're gonna have like 10 CS people.
• 1:31:10
  100%.
• 1:31:11
  Actually, so maybe controversial,
• 1:31:13
  but like if you are
• 1:31:14
  under eight figures a year,
• 1:31:16
  the founder should
• 1:31:17
  probably lead all that.
• 1:31:19
  Like the founder is
• 1:31:20
  probably the best person
• 1:31:21
  to know about the creative strategy.
• 1:31:23
  And it's probably also the
• 1:31:24
  biggest lever for the business.
• 1:31:25
  If that person can unlock
• 1:31:27
  that next stage of growth,
• 1:31:28
  it's going to change everything.
• 1:31:30
  And it's been talked here,
• 1:31:32
  it's been talked everywhere.
• 1:31:33
  One ad can change your
• 1:31:35
  business and life, a single ad.
• 1:31:37
  So like you're
• 1:31:38
  probably better off working
• 1:31:39
  on this yourself, honestly.
• 1:31:40
  If you try and hire yourself out of this,
• 1:31:43
  at this stage, sorry,
• 1:31:45
  you're not gonna have the money
• 1:31:46
  to hire the best, probably.
• 1:31:48
  Or the best, they won't work with you,
• 1:31:50
  because maybe they work on
• 1:31:51
  a percentage of ad spend.
• 1:31:53
  And if you spend less
• 1:31:54
  than 100K per month,
• 1:31:55
  they may not look at you
• 1:31:57
  like an interesting class.
• 1:31:58
  That's the truth, right?
• 1:31:59
  So what I think is if you're
• 1:32:01
  under eight figures revenue,
• 1:32:02
  you should probably
• 1:32:03
  figure it out yourself.
• 1:32:05
  Like as a founder,
• 1:32:06
  you built this product,
• 1:32:07
  you know why it works.
• 1:32:09
  You should probably work on it.
• 1:32:11
  A great example of that.
• 1:32:13
  Let's say you wanna
• 1:32:14
  make a bunch of videos.
• 1:32:15
  But by the way, founder-led
• 1:32:16
  videos are crushing right now.
• 1:32:18
  They are doing amazing across the gals.
• 1:32:21
  I saw this guy, Zach from
• 1:32:22
  Hollow, I saw an ad from them.
• 1:32:24
  It was like really, it was cool.
• 1:32:26
  It was really interesting.
• 1:32:27
  So yes, but yes, founder-led videos
• 1:32:28
  are actually super helpful for sure.
• 1:32:30
  Yeah, so my answer is you should probably
• 1:32:32
  do it yourself.
• 1:32:33
  And yeah, stop thinking about the brand
• 1:32:36
  and the message you wanna put across.
• 1:32:37
  And I actually have a
• 1:32:38
  great example for this.
• 1:32:39
  I think Andrew, you're
• 1:32:40
  into golfing, aren't you?
• 1:32:42
  Probably.
• 1:32:43
  I'm terrible.
• 1:32:43
  I'm not good at it.
• 1:32:45
  No, okay.
• 1:32:45
  You're not good at it.
• 1:32:47
  No, but I mean I know about it.
• 1:32:49
  I'm terrible as well.
• 1:32:49
  Yeah, I'm terrible as well.
• 1:32:51
  But I've seen golf courses.
• 1:32:53
  Let's say you have a golfing brand.
• 1:32:57
  Like you said Gears or whatever.
• 1:32:59
  All right.
• 1:33:00
  Love it.
• 1:33:00
  And you're like, you wanna try and find
• 1:33:02
  a new video concept.
• 1:33:03
  The way you shouldn't go about it
• 1:33:06
  is open an ad library and try and find
• 1:33:08
  a good concept.
• 1:33:10
  That's not the way.
• 1:33:11
  You should probably think about, okay,
• 1:33:14
  where does the
• 1:33:14
  conversation happen for my audience?
• 1:33:17
  Is it on the green?
• 1:33:18
  Maybe.
• 1:33:19
  Maybe it's a great idea.
• 1:33:20
  You could start with that.
• 1:33:21
  But maybe you can also
• 1:33:23
  find some better stuff.
• 1:33:25
  Maybe great conversation about golfing
• 1:33:28
  happen at the Glove House restaurant.
• 1:33:30
  At the restaurant,
• 1:33:31
  they're all sitting together
• 1:33:32
  after golfing and they
• 1:33:33
  have an hour long conversation
• 1:33:34
  about golf.
• 1:33:35
  Can I recreate that setting?
• 1:33:37
  Can I do it myself?
• 1:33:38
  Can I put a bunch of people
• 1:33:40
  talking about golf together
• 1:33:41
  in a restaurant, giving
• 1:33:42
  them mics, recording that
• 1:33:44
  and have an hour long of raw content
• 1:33:46
  about my golfing brand?
• 1:33:47
  That's the kind of ideas
• 1:33:48
  probably only a founder can find
• 1:33:51
  because if they hire an agency for that,
• 1:33:53
  they will never have the budget for it.
• 1:33:55
  But they can probably find
• 1:33:56
  a way to be scrappy about it
• 1:33:58
  and deliver themselves.
• 1:34:00
  So that's kind of the way to go.
• 1:34:02
  Don't try and find the
• 1:34:03
  concept to fit to your brand
• 1:34:04
  messaging, but think about your brand.
• 1:34:06
  Where does the conversation happen?
• 1:34:08
  And then create concept around that.
• 1:34:10
  And the more organic it looks and feels,
• 1:34:12
  obviously, the better it's going to go.
• 1:34:14
  And then you can spin up B-rolls on top
• 1:34:18
  of that conversation
• 1:34:19
  and introduce your
• 1:34:20
  products and show it in action
• 1:34:22
  and have a bunch of
• 1:34:23
  weird video footage going on
• 1:34:26
  and create an action ad.
• 1:34:27
  And that could rip or not.
• 1:34:29
  And then you move to the next thing.
• 1:34:30
  So what's your core creative stack
• 1:34:32
  that you guys are using, right?
• 1:34:34
  Figma, Adobe, and where
• 1:34:36
  do people lose efficiency
• 1:34:37
  and the file handoffs
• 1:34:39
  and all this kind of stuff?
• 1:34:40
  I think working with a partner.
• 1:34:41
  Yeah.
• 1:34:42
  So our stack is mainly Adobe
• 1:34:46
  and Figma for putting things
• 1:34:48
  together.
• 1:34:49
  Adobe is for product composition,
• 1:34:51
  so mixing backgrounds and
• 1:34:52
  product making sure it's beautiful
• 1:34:54
  and it's well-lit and
• 1:34:55
  it's well-integrated.
• 1:34:56
  And Figma is for displaying copy and
• 1:34:58
  receiving client feedback.
• 1:35:00
  So like, feedback is for
• 1:35:01
  scaling copy and assets.
• 1:35:03
  And Adobe is for core design production.
• 1:35:06
  One thing about this, you're
• 1:35:08
  better off having everything
• 1:35:09
  in one place.
• 1:35:10
  And we use Adobe a lot,
• 1:35:11
  and especially Adobe Firefly.
• 1:35:13
  They are AI-generated,
• 1:35:14
  creative tool built in.
• 1:35:17
  And it's great.
• 1:35:18
  And it's really good.
• 1:35:19
  Same thing for assets libraries.
• 1:35:21
  We use Freepeak.
• 1:35:22
  We use Envato.
• 1:35:24
  Freepeak AI is actually amazing.
• 1:35:25
  No one is talking about it.
• 1:35:27
  I feel like in our industry, everyone
• 1:35:28
  is chasing the next thing when it comes
• 1:35:30
  to tools and whatnot.
• 1:35:32
  But the old players are
• 1:35:33
  doing very good at this.
• 1:35:34
  And so we try and
• 1:35:35
  limit the number of tools
• 1:35:38
  we use to make sure we stay efficient.
• 1:35:40
  I'm actually messing around a lot.
• 1:35:42
  I've been messing
• 1:35:42
  around with Jiminy this week.
• 1:35:45
  And it's amazing.
• 1:35:46
  You can create some really cool stuff.
• 1:35:48
  And we do use it for hooks, for example,
• 1:35:50
  for hook generations.
• 1:35:52
  It's great, but it's very slow.
• 1:35:54
  And it definitely slows you down.
• 1:35:56
  So you really need to find that balance
• 1:35:57
  between speeds and new.
• 1:36:00
  And I try to find the right balance.
• 1:36:02
  Adobe Enigma is the perfect setup.
• 1:36:05
  And then you can add
• 1:36:05
  some tools on the sites.
• 1:36:08
  So let's switch over
• 1:36:09
  to talking about video.
• 1:36:10
  And let's talk about what you're seeing.
• 1:36:13
  Obviously, you've been getting into this.
• 1:36:14
  I mean, a company's name's Static,
• 1:36:15
  so I don't know what
• 1:36:16
  you're going to read.
• 1:36:17
  But your static's in motion or something?
• 1:36:22
  I don't know.
• 1:36:22
  Just brainstorming here.
• 1:36:24
  But I think there's--
• 1:36:25
  I'd be curious about the
• 1:36:26
  systems, the production
• 1:36:28
  techniques, the hook
• 1:36:28
  frameworks that you utilize to scale
• 1:36:30
  and not just look
• 1:36:32
  good, utilizing the video
• 1:36:33
  what you guys are doing
• 1:36:34
  that's really killing it.
• 1:36:35
  Yeah, before you answer that, why video?
• 1:36:37
  I mean, you kind of
• 1:36:38
  alluded to it earlier.
• 1:36:39
  Statics are great for
• 1:36:40
  testing and getting some insight.
• 1:36:42
  But ultimately, it's probably the scale.
• 1:36:44
  So I guess what led to
• 1:36:45
  that before you do that?
• 1:36:47
  Sorry, Andrew.
• 1:36:47
  Cut you off.
• 1:36:48
  Yeah, so the thought process behind this
• 1:36:51
  was, I guess, an average client at Static
• 1:36:53
  probably spends 30%,
• 1:36:55
  40% max on their ad spend on static ads.
• 1:36:58
  And I love static ads for all the reasons
• 1:37:00
  that we stated before--
• 1:37:02
  super cheap, cheap clicks, ability
• 1:37:04
  to iterate, some decent performance,
• 1:37:06
  et cetera, et cetera.
• 1:37:07
  But to achieve true scale, you probably
• 1:37:10
  need some video formats
• 1:37:11
  as well in the metrics.
• 1:37:13
  So for us, it was the
• 1:37:14
  natural next step into the process.
• 1:37:18
  And we were able to
• 1:37:19
  find a nice offer that
• 1:37:21
  is very similar to
• 1:37:22
  Static in which we still
• 1:37:24
  have some kind of inputs in footage
• 1:37:26
  selection, for example.
• 1:37:27
  But we still give brands the
• 1:37:29
  ability to direct the scene,
• 1:37:32
  if I may.
• 1:37:33
  They still preference in some capacities.
• 1:37:36
  For example, if they want to use a
• 1:37:37
  certain type of talking head
• 1:37:39
  or a roll, they can still do it.
• 1:37:41
  And they can still tell us about it.
• 1:37:43
  But we still have an input
• 1:37:44
  on the B roll side of things
• 1:37:46
  and footage selection, which is, I think,
• 1:37:48
  the great compromise between the brands
• 1:37:50
  seek net new raw content.
• 1:37:52
  They create a huge library of content.
• 1:37:55
  They upload that into
• 1:37:55
  their video library.
• 1:37:57
  They keep on seeking new reels.
• 1:37:59
  And on our end, we scale that production.
• 1:38:02
  And so you have a kind of a party setup,
• 1:38:04
  which works really well.
• 1:38:06
  Yeah, I'm thinking about an example,
• 1:38:07
  literally, right now,
• 1:38:07
  where we've had footage for
• 1:38:09
  a client for probably months.
• 1:38:11
  I know because I
• 1:38:12
  actually filmed part of it
• 1:38:13
  because I happen to have the product.
• 1:38:15
  And we just added a
• 1:38:16
  couple of headlines to it.
• 1:38:17
  And all of a sudden, it's ripping.
• 1:38:18
  And we, like, months
• 1:38:18
  ago did nothing as is.
• 1:38:20
  And I feel like a lot of
• 1:38:21
  brands build this insane library
• 1:38:23
  and just don't do a
• 1:38:23
  great job of continuing
• 1:38:25
  to go through it, which
• 1:38:26
  is one of the core things
• 1:38:27
  that we do.
• 1:38:27
  It sounds like what
• 1:38:28
  you guys do is just like,
• 1:38:29
  how can we repurpose
• 1:38:30
  this a million times over?
• 1:38:33
  I think the trap that you can fall into
• 1:38:34
  with doing that, though,
• 1:38:35
  is you just make
• 1:38:35
  these mini iterations that
• 1:38:37
  aren't actually meaningful.
• 1:38:38
  And I know I'm really diverting away from
• 1:38:40
  Andrew's original question.
• 1:38:41
  So I'm sorry.
• 1:38:42
  Is there one when you think about
• 1:38:44
  iterations specifically
• 1:38:46
  for video content?
• 1:38:47
  Are you pushing brands to say, cool,
• 1:38:50
  you've got all this footage.
• 1:38:51
  But we shouldn't just
• 1:38:52
  be changing the headline.
• 1:38:53
  We need to be thinking about, here's
• 1:38:55
  the visual hook that's
• 1:38:56
  currently working on this video.
• 1:38:57
  And I'm kind of alluding to
• 1:38:59
  the framework that we use,
• 1:39:00
  where it's like, the average person
• 1:39:01
  that's actually watched this,
• 1:39:03
  there's only 25% of people
• 1:39:04
  that have stopped and watched
• 1:39:05
  this in the first three seconds.
• 1:39:06
  So we changed the visual hook in a very
• 1:39:08
  meaningful way that's
• 1:39:08
  still relevant for the rest of the video.
• 1:39:10
  That gives us a whole
• 1:39:11
  basically net new ad.
• 1:39:12
  Like, how are you
• 1:39:13
  coaching people through what
• 1:39:15
  to focus on when
• 1:39:15
  iterating on videos, if at all?
• 1:39:17
  Yeah.
• 1:39:18
  So the way we're
• 1:39:19
  coaching them is brands--
• 1:39:21
  so they work in cycles as well, just like
• 1:39:23
  prosthetics, actually.
• 1:39:24
  They should be seeking
• 1:39:25
  intentionally new B-rolls
• 1:39:28
  all the time.
• 1:39:29
  OK?
• 1:39:29
  It's actually-- you have to breathe
• 1:39:31
  B-rolls intentionally,
• 1:39:33
  just to make sure everyone--
• 1:39:34
  we're on the same page here--
• 1:39:36
  a B-roll is a supporting footage.
• 1:39:38
  That means it's
• 1:39:39
  usually not someone talking,
• 1:39:40
  but it's a product in use
• 1:39:42
  or something weird happening
• 1:39:43
  with your product.
• 1:39:44
  Like, again, if
• 1:39:46
  you're in the coffee space,
• 1:39:47
  you can just take a white
• 1:39:49
  T-shirt and spill coffee
• 1:39:50
  all over it.
• 1:39:51
  You can check a Monster Energy.
• 1:39:53
  You can be very
• 1:39:54
  creative with those B-rolls.
• 1:39:55
  And if you are
• 1:39:56
  intentionally briefing them,
• 1:39:57
  you can create a huge library of them.
• 1:39:59
  Because they are actually very cheap
• 1:40:00
  to get from the creators,
• 1:40:01
  you can also do them yourself--
• 1:40:03
  a lot of them.
• 1:40:04
  Right?
• 1:40:05
  And so you do a bit
• 1:40:06
  every month, and you already
• 1:40:07
  have a lot to work with.
• 1:40:08
  And you create new angles out of them.
• 1:40:11
  So I don't know.
• 1:40:12
  I'm taking my coffee,
• 1:40:13
  and I'm drinking it,
• 1:40:14
  and I'm making a weird
• 1:40:15
  grimace space of like,
• 1:40:16
  because it's beer, and it's not good.
• 1:40:19
  And then it gives you
• 1:40:20
  the jitters, the coffee,
• 1:40:21
  so you check the Monster Energy,
• 1:40:24
  and then you're traveling.
• 1:40:26
  You can be very creative with that,
• 1:40:28
  and it's very cheap to do.
• 1:40:29
  And you have to be intentional with them.
• 1:40:31
  So I'm like, hey, guys, please
• 1:40:34
  brief new B-rolls every month
• 1:40:36
  and do this consistently.
• 1:40:39
  And then you have the
• 1:40:40
  A-roll talking heads,
• 1:40:42
  which is much harder to get, and it's
• 1:40:44
  also more expensive.
• 1:40:45
  So how do you think about it?
• 1:40:46
  You should be-- again, if
• 1:40:48
  we take the thought process
• 1:40:50
  that I introduced before
• 1:40:51
  with the golfing example,
• 1:40:53
  if you think about your
• 1:40:54
  brand and you're like, OK,
• 1:40:55
  where does the conversation happen,
• 1:40:57
  and you uncover a bunch of settings,
• 1:40:59
  a bunch of situations, then
• 1:41:01
  you have to think about, OK,
• 1:41:03
  can I do this myself?
• 1:41:04
  OK, yes, I can do it myself, so I can get
• 1:41:06
  some A-roll going on.
• 1:41:08
  Can a creator do it?
• 1:41:10
  Yeah, OK, they can do it, so
• 1:41:11
  I'm going to hire some creators.
• 1:41:12
  And then should I
• 1:41:13
  hire an agency for that?
• 1:41:15
  So for example, if you think the
• 1:41:16
  conversation happened
• 1:41:17
  in the street, and you
• 1:41:18
  want to have street interviews
• 1:41:20
  footage, chances are you
• 1:41:21
  cannot really make that happen
• 1:41:22
  with a creator.
• 1:41:23
  Chances are you're not
• 1:41:25
  going to go there yourself, OK?
• 1:41:26
  So probably you're better
• 1:41:27
  off hiring an agency for that.
• 1:41:29
  So yeah, you should think
• 1:41:31
  about A-roll content in cycles.
• 1:41:34
  So probably every two or three months,
• 1:41:36
  you get an increase of new A-roll content
• 1:41:39
  of people talking, OK?
• 1:41:41
  And then every month,
• 1:41:42
  you get new results.
• 1:41:44
  And if you do that
• 1:41:44
  consistently, every quarter,
• 1:41:46
  you're going to have new content to make.
• 1:41:48
  And you don't even need to think about
• 1:41:50
  what's my next angle,
• 1:41:52
  because it's going to be there anyway.
• 1:41:53
  You're going to have so much content,
• 1:41:54
  it's going to be there.
• 1:41:56
  And the tools out there right now, the
• 1:41:58
  video library tools,
• 1:41:59
  they allow you to tag
• 1:42:01
  automatically the content too.
• 1:42:03
  So you can just open the library,
• 1:42:05
  you can hire someone for
• 1:42:06
  it, or you can do it yourself.
• 1:42:08
  But you can open the
• 1:42:09
  library, put some clips together,
• 1:42:11
  use AI for hooks, and keep
• 1:42:13
  on spinning new video ads
• 1:42:14
  all the time.
• 1:42:14
  And you're actually making big swings.
• 1:42:16
  It's not because you go
• 1:42:19
  only B-rolls and AI voice
• 1:42:21
  solver that it cannot work.
• 1:42:23
  It can actually work very, very well.
• 1:42:26
  I've seen six figures
• 1:42:27
  ad spend on AI voice
• 1:42:29
  solver, simple script, and a bunch of
• 1:42:31
  B-rolls on the back end.
• 1:42:32
  And this is life changing
• 1:42:34
  for a brand, life changing.
• 1:42:35
  And everybody can do this very easily
• 1:42:38
  with a bunch of B-rolls.
• 1:42:39
  So yeah, the answer is be
• 1:42:41
  consistent and intentional
• 1:42:43
  with how you brief B-rolls.
• 1:42:44
  And then think about the messaging
• 1:42:46
  that you want to put across, and try and
• 1:42:48
  get new role talking
• 1:42:49
  head content every month.
• 1:42:51
  And then you'll be good to go.
• 1:42:52
  Yeah, I mean, I think a
• 1:42:53
  big theme of this podcast
• 1:42:54
  is really from you is what
• 1:42:56
  you've seen in terms of--
• 1:42:57
  obviously, you have a visibility into
• 1:42:58
  massive ton of accounts.
• 1:42:59
  And what's working for
• 1:43:00
  them, they're telling you,
• 1:43:01
  you're guiding a lot of
• 1:43:02
  this process, obviously,
• 1:43:03
  for them in building their ads.
• 1:43:05
  And a lot of it is utilize
• 1:43:07
  the creation of a lot of B-roll,
• 1:43:09
  and have that, and have also
• 1:43:10
  the same thing with statics.
• 1:43:12
  Like have more, and
• 1:43:13
  think outside the box.
• 1:43:14
  And you can be the one in charge of that.
• 1:43:16
  You don't necessarily have to
• 1:43:17
  do these incredibly polished
• 1:43:18
  pieces, which is good.
• 1:43:21
  I think another thing
• 1:43:22
  you talked about with video
• 1:43:23
  is hire agencies to get
• 1:43:24
  the specific content, street
• 1:43:25
  interviews, organic style, podcast style.
• 1:43:28
  Don't purchase finished ads only with
• 1:43:32
  agencies or creators.
• 1:43:33
  Make sure it includes--
• 1:43:33
  100%.
• 1:43:34
  100%.
• 1:43:35
  Close celebrity author
• 1:43:37
  figures into whitelisting deals.
• 1:43:39
  Seek tons of hooks.
• 1:43:41
  And then your video
• 1:43:42
  production process, video library
• 1:43:44
  of A and B-rolls, plus
• 1:43:46
  script, plus AI fit, voiceover,
• 1:43:49
  plus editor and static.
• 1:43:50
  The last one is the one I want to ask
• 1:43:51
  about, which is Batpiece.
• 1:43:54
  So they have A and B-roll
• 1:43:55
  stuff, the script generally,
• 1:43:58
  and then you guys are
• 1:43:58
  putting it together.
• 1:43:59
  That's really the magic.
• 1:44:00
  Or like, how does that
• 1:44:01
  process work to make something
• 1:44:03
  really great for folks?
• 1:44:04
  Yeah, we're putting it together.
• 1:44:06
  Once we have
• 1:44:06
  everything, we pretty much have--
• 1:44:08
  we have video editors who
• 1:44:09
  are kind of strategist as well.
• 1:44:11
  They wouldn't write copy.
• 1:44:12
  They wouldn't write the script, but they
• 1:44:13
  can understand what performs, how to
• 1:44:16
  transition clips properly,
• 1:44:17
  and where should clips go, which is--
• 1:44:21
  it's like basic, but
• 1:44:22
  it's how you put together
• 1:44:24
  and how that performs.
• 1:44:25
  OK?
• 1:44:26
  So yeah, that's pretty much it.
• 1:44:29
  It's really about seeking
• 1:44:30
  the content, being intentional,
• 1:44:32
  and then either you brief
• 1:44:34
  it specifically to an editor
• 1:44:36
  that you hire in the house
• 1:44:38
  or you hire someone like us
• 1:44:40
  to do the job for you.
• 1:44:41
  It's pretty much about that.
• 1:44:43
  And when it comes to authority figures,
• 1:44:45
  you guys have been talking about
• 1:44:46
  whitelisting already
• 1:44:47
  quite a lot, but I feel
• 1:44:49
  like authority figures
• 1:44:50
  are a different kind of edits, usually.
• 1:44:53
  It's more organic.
• 1:44:54
  It looks more organic, at least.
• 1:44:56
  And you probably need to
• 1:44:57
  be less heavy on the editing
• 1:44:59
  when it comes to whitelisting.
• 1:45:01
  OK?
• 1:45:01
  So you'd probably give more freedom
• 1:45:03
  to the authority figure
• 1:45:05
  that's working for you.
• 1:45:07
  You'd probably give them more freedom,
• 1:45:08
  because they know their audience.
• 1:45:09
  So yes, it's going unpaid,
• 1:45:11
  but it's a different kind
• 1:45:13
  of video editing setting.
• 1:45:14
  It's a different thing.
• 1:45:16
  One thing I'll say is I
• 1:45:17
  think we should transition
• 1:45:18
  into the final episode of
• 1:45:19
  the-- or the final segment
• 1:45:20
  of the podcast, which we
• 1:45:22
  always get into, which is beefs.
• 1:45:23
  And we all have
• 1:45:24
  different opinions about this.
• 1:45:26
  I want to ask Zach a question as it
• 1:45:27
  relates to the working with you guys.
• 1:45:30
  Zach, obviously, you have your own
• 1:45:31
  internal creative teams.
• 1:45:33
  Then you have a team like
• 1:45:34
  Static coming in and doing stuff.
• 1:45:37
  What are the beefs that you
• 1:45:38
  have in terms of what others have
• 1:45:40
  done and how they produce
• 1:45:41
  creative and make it great,
• 1:45:43
  versus what Static has done and what the
• 1:45:44
  difference is there?
• 1:45:46
  I think it mostly comes
• 1:45:47
  down to just creativity
• 1:45:48
  and new ideas, right?
• 1:45:49
  So it's just hiring an agency to just
• 1:45:52
  repeat the same playbook
• 1:45:53
  over and over again.
• 1:45:54
  And maybe we've kind of
• 1:45:54
  talked about this as just--
• 1:45:55
  there's no point, right?
• 1:45:56
  I mean, you've kind of buried a concept.
• 1:45:59
  Like, if we have--
• 1:46:00
  we had one concept
• 1:46:01
  that would always work.
• 1:46:02
  We hired a few
• 1:46:02
  creative agencies early on,
• 1:46:03
  and they would just take that concept
• 1:46:05
  and iterate on just that one
• 1:46:06
  and apply it to other things.
• 1:46:08
  And it didn't move the needle, right?
• 1:46:10
  So I think the one thing that
• 1:46:11
  Static's done is they take--
• 1:46:13
  they take bigger swings on the visual,
• 1:46:16
  on the just overall
• 1:46:17
  aesthetic of these ads,
• 1:46:18
  and don't just take
• 1:46:19
  templates and rerun it.
• 1:46:20
  So my beef usually comes
• 1:46:21
  down to just almost laziness
• 1:46:23
  and trying to templatize creative, right?
• 1:46:26
  I think that that's where some of these--
• 1:46:28
  there's other things out there where you
• 1:46:29
  can buy 50 templates
• 1:46:30
  and just run those for your brand.
• 1:46:32
  It's less about the
• 1:46:33
  template, as Simon has said.
• 1:46:34
  Historically, I agree
• 1:46:35
  with him entirely there.
• 1:46:35
  And it's more about the
• 1:46:36
  concept and the creativity
• 1:46:37
  that goes in that's going
• 1:46:38
  to actually get the attention
• 1:46:39
  of someone while they're scrolling.
• 1:46:41
  That's my perspective on it.
• 1:46:42
  Yeah, I mean, I think, Simon, my beef
• 1:46:44
  that I hear a lot in
• 1:46:46
  creative strategy discussions
• 1:46:47
  is, well, I wanted to create new stuff,
• 1:46:48
  and so I went to the ad library to look
• 1:46:50
  at what my competitors were doing.
• 1:46:52
  And you've obviously talked about that.
• 1:46:53
  And that's not necessarily a
• 1:46:54
  bad thing to get a baseline,
• 1:46:55
  but it's also like you're
• 1:46:57
  building off of others' ideas,
• 1:46:58
  and you're not
• 1:46:59
  necessarily thinking creatively
• 1:47:00
  on your own, which I think
• 1:47:01
  has been a big theme of what
• 1:47:02
  you guys do, which is really special.
• 1:47:04
  And it's clearly
• 1:47:04
  something that sets you apart.
• 1:47:06
  My beef is like the original.
• 1:47:10
  That's an important point,
• 1:47:11
  because if you think about how
• 1:47:13
  people interact with ads,
• 1:47:15
  like if I go to Hollow's website
• 1:47:16
  right now, my feed and my store
• 1:47:18
  replacements and my reels
• 1:47:19
  for the next seven days are
• 1:47:21
  going to be socks competitors.
• 1:47:23
  And if your ads look the
• 1:47:24
  exact same because you stole
• 1:47:25
  from each other, it's
• 1:47:26
  probably not going to do anything.
• 1:47:27
  Like, it's really hard to break through
• 1:47:30
  when I see the comparison
• 1:47:32
  ad, but the exact same visual
• 1:47:33
  side by side.
• 1:47:34
  So yeah, that's a point
• 1:47:36
  worth thinking deeply about.
• 1:47:38
  Yeah, 100%.
• 1:47:39
  Awesome.
• 1:47:40
  Well, Simon, I'm so
• 1:47:41
  glad to have you, man.
• 1:47:43
  Thank you for being here.
• 1:47:44
  And I do want to say, as a, you know,
• 1:47:46
  just a transparent nature,
• 1:47:47
  Static and Simon has
• 1:47:48
  sponsored this episode.
• 1:47:49
  However, we only take
• 1:47:50
  sponsors from those places
• 1:47:52
  and vendors and people that
• 1:47:53
  we work with who drive results
• 1:47:55
  across brands that we've seen.
• 1:47:57
  I've seen it personally
• 1:47:57
  in Foxxl Founder Members.
• 1:47:59
  Simon doing great work and
• 1:48:00
  his team doing great work
• 1:48:01
  at Static, obviously
• 1:48:02
  Zach seeing it with Hollow.
• 1:48:04
  Brad is cheap, so he
• 1:48:04
  doesn't have any money.
• 1:48:06
  I've referred, I know,
• 1:48:07
  I've referred people.
• 1:48:07
  I've now referred people.
• 1:48:08
  He's actually, yeah, that's true.
• 1:48:10
  He's a big referral guy.
• 1:48:12
  Big referral guy.
• 1:48:13
  Have to get back to you on that.
• 1:48:14
  Yeah, the reality is that Brad is smarter
• 1:48:16
  than Zach and I both.
• 1:48:18
  So that just, I mean, we're
• 1:48:19
  at the end of the podcast,
• 1:48:20
  but that's the truth.
• 1:48:22
  So if you, you know, we
• 1:48:23
  just want to be transparent
• 1:48:23
  about that, but you know,
• 1:48:24
  we stand behind the work
• 1:48:26
  that you guys are doing and obviously,
• 1:48:28
  we appreciate the partnership.
• 1:48:30
  And yeah, if you have
• 1:48:31
  questions on any of this,
• 1:48:33
  you can obviously hit
• 1:48:34
  Simon on X is a good place.
• 1:48:36
  You can also reach out to
• 1:48:37
  Andrew at Foxxldigital.com.
• 1:48:38
  I'm happy to connect you with Simon.
• 1:48:40
  And I'm sure there's
• 1:48:41
  some sort of special deal
• 1:48:43
  for podcast listeners that
• 1:48:44
  they'll cook up for you guys.
• 1:48:46
  100%.
• 1:48:47
  So I appreciate it, Simon,
• 1:48:48
  and thanks for being here, guys.
• 1:48:50
  Thank you guys for having me.
• 1:48:52
  Hope you enjoyed it
• 1:48:53
  and you had value from it
• 1:48:55
  and I'm happy to answer
• 1:48:56
  any questions you guys have.
• 1:48:57
  (upbeat music)
• 1:49:04
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• 1:49:06
  is by you sharing it with your friends.
• 1:49:08
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• 1:49:10
  really mean anything
• 1:49:10
  too much anymore.
• 1:49:11
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• 1:49:11
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• 1:49:13
  for the growth of the podcast.
• 1:49:15
  And so sharing YouTube
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  sharing Apple, whatever we call it under
• 1:49:21
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• 1:49:26
  Guys, anything else
• 1:49:27
  you want to say on this?
• 1:49:28
  Yeah, please go check us out on YouTube,
• 1:49:30
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  Make sure to
• 1:49:33
  subscribe on YouTube as well.
• 1:49:34
  And I relentlessly
• 1:49:35
  refresh the YouTube comments
• 1:49:37
  because it dictates my
• 1:49:37
  mental health for the day.
• 1:49:38
  So please say
• 1:49:39
  something nice about all of us.
• 1:49:41
  Thank you everyone.
• 1:49:42
  Thanks everybody.
• 1:49:43
  Thank you for listening, honestly.