{"version":"1.0.0","segments":[{"speaker":"Matt Wolach","startTime":6.21,"endTime":8.76,"body":"Hello, and welcome"},{"speaker":"Matt Wolach","startTime":6.21,"endTime":8.76,"body":"to Scale Your SaaS. Very glad"},{"speaker":"Matt Wolach","startTime":8.76,"endTime":10.71,"body":"that you made it here. Thank you"},{"speaker":"Matt Wolach","startTime":8.76,"endTime":10.71,"body":"very much. By the way, if this"},{"speaker":"Matt Wolach","startTime":10.71,"endTime":14.91,"body":"is your first time joining us,"},{"speaker":"Matt Wolach","startTime":10.71,"endTime":14.91,"body":"this is a program specifically"},{"speaker":"Matt Wolach","startTime":14.91,"endTime":17.91,"body":"designed to help you do what it"},{"speaker":"Matt Wolach","startTime":14.91,"endTime":17.91,"body":"says scale your SaaS. So let's"},{"speaker":"Matt Wolach","startTime":17.91,"endTime":20.22,"body":"grow some leads. Let's make sure"},{"speaker":"Matt Wolach","startTime":17.91,"endTime":20.22,"body":"we know how to close those"},{"speaker":"Matt Wolach","startTime":20.22,"endTime":23.31,"body":"leads. let's understand how to"},{"speaker":"Matt Wolach","startTime":20.22,"endTime":23.31,"body":"scale our team so that we can"},{"speaker":"Matt Wolach","startTime":23.31,"endTime":27.21,"body":"get to our dreams. And one of"},{"speaker":"Matt Wolach","startTime":23.31,"endTime":27.21,"body":"those ways of growing leads"},{"speaker":"Matt Wolach","startTime":27.21,"endTime":29.97,"body":"we're going to talk about today"},{"speaker":"Matt Wolach","startTime":27.21,"endTime":29.97,"body":"I have Chris Orzechowski. With"},{"speaker":"Matt Wolach","startTime":29.97,"endTime":30.99,"body":"me, Chris, how you doing?"},{"speaker":"Chris Orzechowski","startTime":31.53,"endTime":32.73,"body":"How's it"},{"speaker":"Chris Orzechowski","startTime":31.53,"endTime":32.73,"body":"going, Matt? Thanks for having"},{"speaker":"Chris Orzechowski","startTime":32.73,"endTime":32.97,"body":"me."},{"speaker":"Matt Wolach","startTime":33.62,"endTime":35.69,"body":"Absolutely, I'm"},{"speaker":"Matt Wolach","startTime":33.62,"endTime":35.69,"body":"really glad that you came"},{"speaker":"Matt Wolach","startTime":35.69,"endTime":37.82,"body":"looking forward to this one. And"},{"speaker":"Matt Wolach","startTime":35.69,"endTime":37.82,"body":"I want to make sure everybody"},{"speaker":"Matt Wolach","startTime":37.82,"endTime":41.0,"body":"knows who you are Chris. So"},{"speaker":"Matt Wolach","startTime":37.82,"endTime":41.0,"body":"Chris is the CEO and founder of"},{"speaker":"Matt Wolach","startTime":41.0,"endTime":45.26,"body":"West Egg \"Xvertising\" Agency,"},{"speaker":"Matt Wolach","startTime":41.0,"endTime":45.26,"body":"and I love that extratising,"},{"speaker":"Matt Wolach","startTime":45.29,"endTime":47.66,"body":"you'll understand what that"},{"speaker":"Matt Wolach","startTime":45.29,"endTime":47.66,"body":"means in a second, we're talking"},{"speaker":"Matt Wolach","startTime":47.66,"endTime":51.65,"body":"about x Twitter ads, they are an"},{"speaker":"Matt Wolach","startTime":47.66,"endTime":51.65,"body":"emerging cost effective platform"},{"speaker":"Matt Wolach","startTime":51.65,"endTime":54.68,"body":"for business growth. And with a"},{"speaker":"Matt Wolach","startTime":51.65,"endTime":54.68,"body":"substantial user base and"},{"speaker":"Matt Wolach","startTime":54.68,"endTime":59.33,"body":"significant ad inventory. X ads"},{"speaker":"Matt Wolach","startTime":54.68,"endTime":59.33,"body":"offer a unique opportunity for"},{"speaker":"Matt Wolach","startTime":59.33,"endTime":62.81,"body":"brands to reach a wider"},{"speaker":"Matt Wolach","startTime":59.33,"endTime":62.81,"body":"audience. Early Adopters may"},{"speaker":"Matt Wolach","startTime":62.81,"endTime":65.78,"body":"gain a competitive edge, I"},{"speaker":"Matt Wolach","startTime":62.81,"endTime":65.78,"body":"totally believe in that. And"},{"speaker":"Matt Wolach","startTime":65.78,"endTime":69.17,"body":"this is something that's really"},{"speaker":"Matt Wolach","startTime":65.78,"endTime":69.17,"body":"reminiscent of the early days of"},{"speaker":"Matt Wolach","startTime":69.17,"endTime":71.78,"body":"Facebook ads. And so it's"},{"speaker":"Matt Wolach","startTime":69.17,"endTime":71.78,"body":"something we got to think about"},{"speaker":"Matt Wolach","startTime":71.78,"endTime":75.59,"body":"and jump on. He's also the"},{"speaker":"Matt Wolach","startTime":71.78,"endTime":75.59,"body":"author of The Moat. This is how"},{"speaker":"Matt Wolach","startTime":75.59,"endTime":78.65,"body":"to build a durable, profitable"},{"speaker":"Matt Wolach","startTime":75.59,"endTime":78.65,"body":"brand that can last forever."},{"speaker":"Matt Wolach","startTime":78.65,"endTime":81.56,"body":"It's really good book I want to"},{"speaker":"Matt Wolach","startTime":78.65,"endTime":81.56,"body":"check out. So Chris, thanks so"},{"speaker":"Matt Wolach","startTime":81.56,"endTime":82.79,"body":"much for coming on the show."},{"speaker":"Chris Orzechowski","startTime":83.44,"endTime":85.87,"body":"Yeah, I'm"},{"speaker":"Chris Orzechowski","startTime":83.44,"endTime":85.87,"body":"excited to talk about x ads,"},{"speaker":"Chris Orzechowski","startTime":85.87,"endTime":88.03,"body":"because it's, it's crazy. Like I"},{"speaker":"Chris Orzechowski","startTime":85.87,"endTime":88.03,"body":"started, you know, I've been on"},{"speaker":"Chris Orzechowski","startTime":88.03,"endTime":92.59,"body":"X for a little bit over two"},{"speaker":"Chris Orzechowski","startTime":88.03,"endTime":92.59,"body":"years, I used to have an"},{"speaker":"Chris Orzechowski","startTime":92.59,"endTime":94.81,"body":"account. And then I logged off"},{"speaker":"Chris Orzechowski","startTime":92.59,"endTime":94.81,"body":"for a while and didn't do any"},{"speaker":"Chris Orzechowski","startTime":94.81,"endTime":97.96,"body":"social media. And I hopped back"},{"speaker":"Chris Orzechowski","startTime":94.81,"endTime":97.96,"body":"on two years ago, a little bit"},{"speaker":"Chris Orzechowski","startTime":97.96,"endTime":101.23,"body":"before Elon took over. And I"},{"speaker":"Chris Orzechowski","startTime":97.96,"endTime":101.23,"body":"just had like a lot of"},{"speaker":"Chris Orzechowski","startTime":101.23,"endTime":103.96,"body":"frustrations in my own life with"},{"speaker":"Chris Orzechowski","startTime":101.23,"endTime":103.96,"body":"like Facebook, I was locked out"},{"speaker":"Chris Orzechowski","startTime":103.96,"endTime":106.39,"body":"of my Facebook account for two"},{"speaker":"Chris Orzechowski","startTime":103.96,"endTime":106.39,"body":"years, because I forgot to"},{"speaker":"Chris Orzechowski","startTime":106.96,"endTime":109.36,"body":"transfer my two factor"},{"speaker":"Chris Orzechowski","startTime":106.96,"endTime":109.36,"body":"authentication code from my old"},{"speaker":"Chris Orzechowski","startTime":109.36,"endTime":111.31,"body":"phone on my new phone. So like I"},{"speaker":"Chris Orzechowski","startTime":109.36,"endTime":111.31,"body":"couldn't get it and it just"},{"speaker":"Chris Orzechowski","startTime":111.31,"endTime":114.01,"body":"completely No, I couldn't even"},{"speaker":"Chris Orzechowski","startTime":111.31,"endTime":114.01,"body":"talk to anyone. So when we start"},{"speaker":"Chris Orzechowski","startTime":114.01,"endTime":117.52,"body":"like investigating X ads, like"},{"speaker":"Chris Orzechowski","startTime":114.01,"endTime":117.52,"body":"maybe I could run ads there. And"},{"speaker":"Chris Orzechowski","startTime":117.52,"endTime":119.8,"body":"so I started looking stuff up. I"},{"speaker":"Chris Orzechowski","startTime":117.52,"endTime":119.8,"body":"was like, you know, someone's"},{"speaker":"Chris Orzechowski","startTime":119.8,"endTime":121.66,"body":"gotta be teaching this. There's"},{"speaker":"Chris Orzechowski","startTime":119.8,"endTime":121.66,"body":"got to be courses. There's got"},{"speaker":"Chris Orzechowski","startTime":121.66,"endTime":124.36,"body":"to be YouTube channels. There"},{"speaker":"Chris Orzechowski","startTime":121.66,"endTime":124.36,"body":"was nothing. And I was like,"},{"speaker":"Chris Orzechowski","startTime":124.36,"endTime":127.36,"body":"Hold on how was like in fate for"},{"speaker":"Chris Orzechowski","startTime":124.36,"endTime":127.36,"body":"Facebook, Google, all these"},{"speaker":"Chris Orzechowski","startTime":127.36,"endTime":130.48,"body":"other channels. There's these"},{"speaker":"Chris Orzechowski","startTime":127.36,"endTime":130.48,"body":"entire cottage industries,"},{"speaker":"Chris Orzechowski","startTime":130.48,"endTime":132.64,"body":"there's agencies, there's"},{"speaker":"Chris Orzechowski","startTime":130.48,"endTime":132.64,"body":"coaching programs, there's"},{"speaker":"Chris Orzechowski","startTime":132.64,"endTime":135.79,"body":"masterminds, there's nothing. So"},{"speaker":"Chris Orzechowski","startTime":132.64,"endTime":135.79,"body":"I was like, well, that's kind of"},{"speaker":"Chris Orzechowski","startTime":135.79,"endTime":138.4,"body":"weird. And then as I was going"},{"speaker":"Chris Orzechowski","startTime":135.79,"endTime":138.4,"body":"on, I kept seeing more and more"},{"speaker":"Chris Orzechowski","startTime":138.4,"endTime":141.13,"body":"ads, and some of these ads from"},{"speaker":"Chris Orzechowski","startTime":138.4,"endTime":141.13,"body":"big companies, big software"},{"speaker":"Chris Orzechowski","startTime":141.13,"endTime":144.88,"body":"companies, big ecommerce"},{"speaker":"Chris Orzechowski","startTime":141.13,"endTime":144.88,"body":"companies, big enterprise level,"},{"speaker":"Chris Orzechowski","startTime":144.91,"endTime":148.12,"body":"you know, companies, and I was"},{"speaker":"Chris Orzechowski","startTime":144.91,"endTime":148.12,"body":"like, okay, so what did they"},{"speaker":"Chris Orzechowski","startTime":148.12,"endTime":151.3,"body":"know? Like, they're here for a"},{"speaker":"Chris Orzechowski","startTime":148.12,"endTime":151.3,"body":"reason, right? But no one was"},{"speaker":"Chris Orzechowski","startTime":151.3,"endTime":153.73,"body":"talking about it. So I started"},{"speaker":"Chris Orzechowski","startTime":151.3,"endTime":153.73,"body":"playing with my own money and"},{"speaker":"Chris Orzechowski","startTime":153.73,"endTime":157.24,"body":"running ads to my own campaigns"},{"speaker":"Chris Orzechowski","startTime":153.73,"endTime":157.24,"body":"for my own products and services"},{"speaker":"Chris Orzechowski","startTime":157.24,"endTime":159.4,"body":"and things. And they were"},{"speaker":"Chris Orzechowski","startTime":157.24,"endTime":159.4,"body":"actually worked pretty well. But"},{"speaker":"Chris Orzechowski","startTime":159.4,"endTime":163.39,"body":"one of the first experiments I"},{"speaker":"Chris Orzechowski","startTime":159.4,"endTime":163.39,"body":"did, I spent, like, $1,057, I"},{"speaker":"Chris Orzechowski","startTime":163.39,"endTime":167.56,"body":"got eight leads for my services."},{"speaker":"Chris Orzechowski","startTime":163.39,"endTime":167.56,"body":"And I was like, Okay, there's"},{"speaker":"Chris Orzechowski","startTime":167.56,"endTime":169.6,"body":"something here, you know, like,"},{"speaker":"Chris Orzechowski","startTime":167.56,"endTime":169.6,"body":"there's definitely something"},{"speaker":"Chris Orzechowski","startTime":169.6,"endTime":172.12,"body":"here. And it was funny, because"},{"speaker":"Chris Orzechowski","startTime":169.6,"endTime":172.12,"body":"everyone's like, X ads don't"},{"speaker":"Chris Orzechowski","startTime":172.12,"endTime":175.39,"body":"work. It's a bad platform, blah,"},{"speaker":"Chris Orzechowski","startTime":172.12,"endTime":175.39,"body":"blah. And I'm like, Okay, well,"},{"speaker":"Chris Orzechowski","startTime":175.72,"endTime":178.42,"body":"the clue you're working for some"},{"speaker":"Chris Orzechowski","startTime":175.72,"endTime":178.42,"body":"people. That's like saying"},{"speaker":"Chris Orzechowski","startTime":178.42,"endTime":180.91,"body":"Facebook Ads work. That's like"},{"speaker":"Chris Orzechowski","startTime":178.42,"endTime":180.91,"body":"saying, direct mail doesn't"},{"speaker":"Chris Orzechowski","startTime":180.91,"endTime":183.07,"body":"work. Like it works for some"},{"speaker":"Chris Orzechowski","startTime":180.91,"endTime":183.07,"body":"people who figure out how to"},{"speaker":"Chris Orzechowski","startTime":183.07,"endTime":185.44,"body":"make it work. So I was like, I'm"},{"speaker":"Chris Orzechowski","startTime":183.07,"endTime":185.44,"body":"going to be the guy to figure"},{"speaker":"Matt Wolach","startTime":185.0,"endTime":187.16,"body":"I love it such a"},{"speaker":"Matt Wolach","startTime":185.0,"endTime":187.16,"body":"great story of this. I totally"},{"speaker":"Matt Wolach","startTime":185.44,"endTime":185.83,"body":"that out."},{"speaker":"Matt Wolach","startTime":187.16,"endTime":188.6,"body":"agree with you. I think it is"},{"speaker":"Matt Wolach","startTime":187.16,"endTime":188.6,"body":"something that's ripe for"},{"speaker":"Matt Wolach","startTime":189.02,"endTime":194.93,"body":"opportunity right now. Because I"},{"speaker":"Matt Wolach","startTime":189.02,"endTime":194.93,"body":"think it is like the early days"},{"speaker":"Matt Wolach","startTime":194.93,"endTime":197.42,"body":"of Facebook ads. I think that a"},{"speaker":"Matt Wolach","startTime":194.93,"endTime":197.42,"body":"lot of people haven't come"},{"speaker":"Matt Wolach","startTime":197.42,"endTime":200.6,"body":"around to this and don't realize"},{"speaker":"Matt Wolach","startTime":197.42,"endTime":200.6,"body":"the power of it. And I think"},{"speaker":"Matt Wolach","startTime":200.6,"endTime":204.29,"body":"it's something that can really"},{"speaker":"Matt Wolach","startTime":200.6,"endTime":204.29,"body":"kind of take off going forward."},{"speaker":"Matt Wolach","startTime":204.29,"endTime":206.0,"body":"But getting in early is key,"},{"speaker":"Matt Wolach","startTime":204.29,"endTime":206.0,"body":"right?"},{"speaker":"Chris Orzechowski","startTime":206.84,"endTime":208.94,"body":"Yeah, like"},{"speaker":"Chris Orzechowski","startTime":206.84,"endTime":208.94,"body":"right now, there's, there's a"},{"speaker":"Chris Orzechowski","startTime":208.94,"endTime":212.99,"body":"number of companies, a lot of"},{"speaker":"Chris Orzechowski","startTime":208.94,"endTime":212.99,"body":"the bigger companies who are"},{"speaker":"Chris Orzechowski","startTime":213.23,"endTime":216.32,"body":"kind of doing like an omni"},{"speaker":"Chris Orzechowski","startTime":213.23,"endTime":216.32,"body":"channel strategy. They're like,"},{"speaker":"Chris Orzechowski","startTime":216.32,"endTime":217.85,"body":"Okay, we're gonna advertise"},{"speaker":"Chris Orzechowski","startTime":216.32,"endTime":217.85,"body":"everywhere. And then we'll just"},{"speaker":"Chris Orzechowski","startTime":217.85,"endTime":221.15,"body":"throw a percentage of spend"},{"speaker":"Chris Orzechowski","startTime":217.85,"endTime":221.15,"body":"towards x as well. And I've"},{"speaker":"Chris Orzechowski","startTime":221.15,"endTime":223.07,"body":"talked to some of these people,"},{"speaker":"Chris Orzechowski","startTime":221.15,"endTime":223.07,"body":"some of these multiple nine"},{"speaker":"Chris Orzechowski","startTime":223.07,"endTime":225.77,"body":"figure brands, marketers who"},{"speaker":"Chris Orzechowski","startTime":223.07,"endTime":225.77,"body":"work at these brands, and"},{"speaker":"Chris Orzechowski","startTime":226.04,"endTime":227.57,"body":"they're getting great results,"},{"speaker":"Chris Orzechowski","startTime":226.04,"endTime":227.57,"body":"in some cases are actually"},{"speaker":"Chris Orzechowski","startTime":227.57,"endTime":229.64,"body":"getting better results than"},{"speaker":"Chris Orzechowski","startTime":227.57,"endTime":229.64,"body":"Facebook right now. You know,"},{"speaker":"Chris Orzechowski","startTime":229.7,"endTime":232.7,"body":"the spend is not as high"},{"speaker":"Chris Orzechowski","startTime":229.7,"endTime":232.7,"body":"obviously. Because for a lot of"},{"speaker":"Chris Orzechowski","startTime":232.7,"endTime":237.26,"body":"people just so new. But yeah,"},{"speaker":"Chris Orzechowski","startTime":232.7,"endTime":237.26,"body":"it's great. I mean, I bought"},{"speaker":"Chris Orzechowski","startTime":237.26,"endTime":241.07,"body":"software's for my own company."},{"speaker":"Chris Orzechowski","startTime":237.26,"endTime":241.07,"body":"And then for some of my clients,"},{"speaker":"Chris Orzechowski","startTime":241.07,"endTime":243.95,"body":"companies from ads, and there's"},{"speaker":"Chris Orzechowski","startTime":241.07,"endTime":243.95,"body":"a lot of interesting frameworks,"},{"speaker":"Chris Orzechowski","startTime":243.98,"endTime":247.82,"body":"it's definitely a different type"},{"speaker":"Chris Orzechowski","startTime":243.98,"endTime":247.82,"body":"of platform.  Facebook, meta,"},{"speaker":"Chris Orzechowski","startTime":247.85,"endTime":250.58,"body":"let's call meta right? Meta is"},{"speaker":"Chris Orzechowski","startTime":247.85,"endTime":250.58,"body":"really good at, you know,"},{"speaker":"Chris Orzechowski","startTime":250.58,"endTime":253.49,"body":"skimming the top 3% of people"},{"speaker":"Chris Orzechowski","startTime":250.58,"endTime":253.49,"body":"who are in market ready to buy"},{"speaker":"Chris Orzechowski","startTime":253.49,"endTime":257.15,"body":"right now. And which is awesome,"},{"speaker":"Chris Orzechowski","startTime":253.49,"endTime":257.15,"body":"right? Because you can optimize"},{"speaker":"Chris Orzechowski","startTime":257.15,"endTime":259.31,"body":"for conversions and leads and"},{"speaker":"Chris Orzechowski","startTime":257.15,"endTime":259.31,"body":"things like that. But what"},{"speaker":"Chris Orzechowski","startTime":259.31,"endTime":262.73,"body":"happens is, and I've had clients"},{"speaker":"Chris Orzechowski","startTime":259.31,"endTime":262.73,"body":"who there'll be spending, you"},{"speaker":"Chris Orzechowski","startTime":262.73,"endTime":266.39,"body":"know, north of 500k a month, and"},{"speaker":"Chris Orzechowski","startTime":262.73,"endTime":266.39,"body":"they just can't break past that"},{"speaker":"Chris Orzechowski","startTime":266.39,"endTime":269.6,"body":"plateau, right? Because they're"},{"speaker":"Chris Orzechowski","startTime":266.39,"endTime":269.6,"body":"in, like, with the way that the"},{"speaker":"Chris Orzechowski","startTime":269.6,"endTime":271.91,"body":"I mean, I'm not an expert on the"},{"speaker":"Chris Orzechowski","startTime":269.6,"endTime":271.91,"body":"Facebook algorithm, but like,"},{"speaker":"Chris Orzechowski","startTime":271.94,"endTime":273.98,"body":"you know, I know that there's"},{"speaker":"Chris Orzechowski","startTime":271.94,"endTime":273.98,"body":"buckets that say, Okay, well,"},{"speaker":"Chris Orzechowski","startTime":273.98,"endTime":277.07,"body":"you know, your stuff appeals to"},{"speaker":"Chris Orzechowski","startTime":273.98,"endTime":277.07,"body":"people in this bucket. And when"},{"speaker":"Chris Orzechowski","startTime":277.07,"endTime":278.99,"body":"you're in the bucket, it's"},{"speaker":"Chris Orzechowski","startTime":277.07,"endTime":278.99,"body":"great. But once you've exhausted"},{"speaker":"Chris Orzechowski","startTime":278.99,"endTime":282.32,"body":"all the leads in that bucket,"},{"speaker":"Chris Orzechowski","startTime":278.99,"endTime":282.32,"body":"it's hard to break out into"},{"speaker":"Chris Orzechowski","startTime":282.32,"endTime":285.59,"body":"another bucket and expand. So a"},{"speaker":"Chris Orzechowski","startTime":282.32,"endTime":285.59,"body":"lot of people have that problem."},{"speaker":"Chris Orzechowski","startTime":285.59,"endTime":288.74,"body":"But with X, it doesn't seem to"},{"speaker":"Chris Orzechowski","startTime":285.59,"endTime":288.74,"body":"operate the exact same way."},{"speaker":"Chris Orzechowski","startTime":289.28,"endTime":291.14,"body":"Because you can get very"},{"speaker":"Chris Orzechowski","startTime":289.28,"endTime":291.14,"body":"granular with the targeting."},{"speaker":"Chris Orzechowski","startTime":291.14,"endTime":295.94,"body":"It's almost like a mix between"},{"speaker":"Chris Orzechowski","startTime":291.14,"endTime":295.94,"body":"meta and Google AdWords where"},{"speaker":"Chris Orzechowski","startTime":295.97,"endTime":299.63,"body":"you can choose specific keywords"},{"speaker":"Chris Orzechowski","startTime":295.97,"endTime":299.63,"body":"you can choose specific people"},{"speaker":"Chris Orzechowski","startTime":299.63,"endTime":301.7,"body":"to target Getting target the"},{"speaker":"Chris Orzechowski","startTime":299.63,"endTime":301.7,"body":"followers that look like so the"},{"speaker":"Chris Orzechowski","startTime":301.7,"endTime":304.22,"body":"followers, you can target your"},{"speaker":"Chris Orzechowski","startTime":301.7,"endTime":304.22,"body":"own followers. So if you do a"},{"speaker":"Chris Orzechowski","startTime":304.22,"endTime":308.72,"body":"lot of organic, it's a great way"},{"speaker":"Chris Orzechowski","startTime":304.22,"endTime":308.72,"body":"to escalate those people. So"},{"speaker":"Chris Orzechowski","startTime":308.72,"endTime":311.6,"body":"it's really interesting the way"},{"speaker":"Chris Orzechowski","startTime":308.72,"endTime":311.6,"body":"that it works because you can go"},{"speaker":"Chris Orzechowski","startTime":311.6,"endTime":314.54,"body":"with a small audience, or you"},{"speaker":"Chris Orzechowski","startTime":311.6,"endTime":314.54,"body":"can go with a large audience."},{"speaker":"Chris Orzechowski","startTime":314.57,"endTime":318.71,"body":"And if you have a good offer,"},{"speaker":"Chris Orzechowski","startTime":314.57,"endTime":318.71,"body":"and a good funnel that converts,"},{"speaker":"Chris Orzechowski","startTime":318.98,"endTime":320.72,"body":"that works really well. I mean,"},{"speaker":"Chris Orzechowski","startTime":318.98,"endTime":320.72,"body":"I have campaigns running right"},{"speaker":"Chris Orzechowski","startTime":320.72,"endTime":331.31,"body":"now for myself, that are getting"},{"speaker":"Chris Orzechowski","startTime":320.72,"endTime":331.31,"body":"38 cent CPMs, Yes, a CPM is is a"},{"speaker":"Chris Orzechowski","startTime":331.31,"endTime":334.49,"body":"term that means, what is the"},{"speaker":"Chris Orzechowski","startTime":331.31,"endTime":334.49,"body":"cost to show the ad to 1000"},{"speaker":"Chris Orzechowski","startTime":334.49,"endTime":336.98,"body":"people to get 1000 impressions,"},{"speaker":"Chris Orzechowski","startTime":334.49,"endTime":336.98,"body":"and it's obviously not the most"},{"speaker":"Chris Orzechowski","startTime":336.98,"endTime":340.31,"body":"important metric, I mean, in my"},{"speaker":"Chris Orzechowski","startTime":336.98,"endTime":340.31,"body":"eyes row as the return on your"},{"speaker":"Chris Orzechowski","startTime":340.31,"endTime":343.07,"body":"advertising dollars is always"},{"speaker":"Chris Orzechowski","startTime":340.31,"endTime":343.07,"body":"the most important. Or if it's,"},{"speaker":"Chris Orzechowski","startTime":343.07,"endTime":345.02,"body":"you know, the number of leads"},{"speaker":"Chris Orzechowski","startTime":343.07,"endTime":345.02,"body":"that convert, you know,"},{"speaker":"Chris Orzechowski","startTime":345.02,"endTime":348.29,"body":"sometimes SaaS companies have a"},{"speaker":"Chris Orzechowski","startTime":345.02,"endTime":348.29,"body":"bit of a longer sales cycle,"},{"speaker":"Chris Orzechowski","startTime":348.29,"endTime":350.9,"body":"depending on what the product"},{"speaker":"Chris Orzechowski","startTime":348.29,"endTime":350.9,"body":"is, especially if it's like a"},{"speaker":"Chris Orzechowski","startTime":350.9,"endTime":353.03,"body":"high end B2B type thing, you"},{"speaker":"Chris Orzechowski","startTime":350.9,"endTime":353.03,"body":"know, that might be different"},{"speaker":"Chris Orzechowski","startTime":353.03,"endTime":356.51,"body":"stakeholders than decision. But"},{"speaker":"Chris Orzechowski","startTime":353.03,"endTime":356.51,"body":"it's like if you put $1 into the"},{"speaker":"Chris Orzechowski","startTime":356.51,"endTime":359.78,"body":"machine, how quickly does dollar"},{"speaker":"Chris Orzechowski","startTime":356.51,"endTime":359.78,"body":"come back? How many friends"},{"speaker":"Chris Orzechowski","startTime":359.78,"endTime":361.79,"body":"dollar bring with them? What's"},{"speaker":"Chris Orzechowski","startTime":359.78,"endTime":361.79,"body":"the timeline look like? Right?"},{"speaker":"Chris Orzechowski","startTime":362.96,"endTime":365.09,"body":"So CPM is not necessarily the"},{"speaker":"Chris Orzechowski","startTime":362.96,"endTime":365.09,"body":"most important thing in the"},{"speaker":"Chris Orzechowski","startTime":365.09,"endTime":369.26,"body":"world, but it's a lot cheaper."},{"speaker":"Chris Orzechowski","startTime":365.09,"endTime":369.26,"body":"And you can get very granular,"},{"speaker":"Chris Orzechowski","startTime":369.26,"endTime":372.02,"body":"instead of going super broad and"},{"speaker":"Chris Orzechowski","startTime":369.26,"endTime":372.02,"body":"targeting everyone. You can just"},{"speaker":"Chris Orzechowski","startTime":372.02,"endTime":375.11,"body":"say, I want these people, these"},{"speaker":"Chris Orzechowski","startTime":372.02,"endTime":375.11,"body":"people and these people, I want"},{"speaker":"Chris Orzechowski","startTime":375.11,"endTime":379.37,"body":"these age groups, these device"},{"speaker":"Chris Orzechowski","startTime":375.11,"endTime":379.37,"body":"types. So you could really slice"},{"speaker":"Chris Orzechowski","startTime":379.37,"endTime":382.43,"body":"and dice it any way you want,"},{"speaker":"Chris Orzechowski","startTime":379.37,"endTime":382.43,"body":"and get super targeted and get"},{"speaker":"Chris Orzechowski","startTime":382.43,"endTime":385.07,"body":"in front of the right people."},{"speaker":"Chris Orzechowski","startTime":382.43,"endTime":385.07,"body":"And if you have good offers,"},{"speaker":"Chris Orzechowski","startTime":385.1,"endTime":388.31,"body":"it's going to convert just like"},{"speaker":"Chris Orzechowski","startTime":385.1,"endTime":388.31,"body":"any other type of advertising"},{"speaker":"Chris Orzechowski","startTime":388.31,"endTime":391.4,"body":"platform, like if you have"},{"speaker":"Chris Orzechowski","startTime":388.31,"endTime":391.4,"body":"something really good people"},{"speaker":"Chris Orzechowski","startTime":391.4,"endTime":391.79,"body":"gonna buy."},{"speaker":"Matt Wolach","startTime":392.86,"endTime":394.63,"body":"Yeah, I totally"},{"speaker":"Matt Wolach","startTime":392.86,"endTime":394.63,"body":"agree. I think that's really"},{"speaker":"Matt Wolach","startTime":394.63,"endTime":397.24,"body":"cool. And I also think it's"},{"speaker":"Matt Wolach","startTime":394.63,"endTime":397.24,"body":"interesting, because, you know,"},{"speaker":"Matt Wolach","startTime":397.24,"endTime":399.76,"body":"there was obviously some news"},{"speaker":"Matt Wolach","startTime":397.24,"endTime":399.76,"body":"with some big major advertisers"},{"speaker":"Matt Wolach","startTime":399.76,"endTime":403.75,"body":"maybe leaving Twitter. I"},{"speaker":"Matt Wolach","startTime":399.76,"endTime":403.75,"body":"actually have heard that some of"},{"speaker":"Matt Wolach","startTime":403.75,"endTime":406.15,"body":"them regret that now. But what"},{"speaker":"Matt Wolach","startTime":403.75,"endTime":406.15,"body":"do you think that's done that's"},{"speaker":"Matt Wolach","startTime":406.15,"endTime":408.58,"body":"kind of influenced, you know,"},{"speaker":"Matt Wolach","startTime":406.15,"endTime":408.58,"body":"how small brands can kind of"},{"speaker":"Matt Wolach","startTime":408.58,"endTime":410.23,"body":"take over some of that space? Is"},{"speaker":"Matt Wolach","startTime":408.58,"endTime":410.23,"body":"that right?"},{"speaker":"Chris Orzechowski","startTime":410.57,"endTime":412.4,"body":"When I first"},{"speaker":"Chris Orzechowski","startTime":410.57,"endTime":412.4,"body":"saw that, that there were, you"},{"speaker":"Chris Orzechowski","startTime":412.4,"endTime":415.97,"body":"know, tons of big brands"},{"speaker":"Chris Orzechowski","startTime":412.4,"endTime":415.97,"body":"leaving, I was like, Hey, okay,"},{"speaker":"Chris Orzechowski","startTime":416.0,"endTime":419.69,"body":"there's a vacuum here, right?"},{"speaker":"Chris Orzechowski","startTime":416.0,"endTime":419.69,"body":"Like, people are like, Why did"},{"speaker":"Chris Orzechowski","startTime":419.69,"endTime":423.56,"body":"they leave? No, there's there's"},{"speaker":"Chris Orzechowski","startTime":419.69,"endTime":423.56,"body":"content that, you know, Elon is"},{"speaker":"Chris Orzechowski","startTime":423.56,"endTime":426.11,"body":"thinking about making the Free"},{"speaker":"Chris Orzechowski","startTime":423.56,"endTime":426.11,"body":"Speech platform, and people say"},{"speaker":"Chris Orzechowski","startTime":426.11,"endTime":429.44,"body":"that there's bad content, but"},{"speaker":"Chris Orzechowski","startTime":426.11,"endTime":429.44,"body":"like, I go on Facebook, I see a"},{"speaker":"Chris Orzechowski","startTime":429.44,"endTime":433.22,"body":"lot of horrible people say"},{"speaker":"Chris Orzechowski","startTime":429.44,"endTime":433.22,"body":"horrible things. On a platform."},{"speaker":"Chris Orzechowski","startTime":433.22,"endTime":436.43,"body":"There's a lot of horrible people"},{"speaker":"Chris Orzechowski","startTime":433.22,"endTime":436.43,"body":"that's called social media. You"},{"speaker":"Chris Orzechowski","startTime":436.43,"endTime":439.79,"body":"know, like, I understand, but I"},{"speaker":"Chris Orzechowski","startTime":436.43,"endTime":439.79,"body":"see that stuff all the time on"},{"speaker":"Chris Orzechowski","startTime":439.79,"endTime":442.04,"body":"Facebook, and Instagram, all"},{"speaker":"Chris Orzechowski","startTime":439.79,"endTime":442.04,"body":"these other channels, right. So"},{"speaker":"Chris Orzechowski","startTime":442.31,"endTime":445.43,"body":"there was this big vacuum. And"},{"speaker":"Chris Orzechowski","startTime":442.31,"endTime":445.43,"body":"you know, the universe abhors a"},{"speaker":"Chris Orzechowski","startTime":445.43,"endTime":448.46,"body":"vacuum, right? So I said, Okay,"},{"speaker":"Chris Orzechowski","startTime":445.43,"endTime":448.46,"body":"there's a lot of inventory, and"},{"speaker":"Chris Orzechowski","startTime":448.46,"endTime":451.4,"body":"so much inventory, that they"},{"speaker":"Chris Orzechowski","startTime":448.46,"endTime":451.4,"body":"were essentially selling the"},{"speaker":"Chris Orzechowski","startTime":451.4,"endTime":454.43,"body":"inventory to other networks,"},{"speaker":"Chris Orzechowski","startTime":451.4,"endTime":454.43,"body":"right? To try to get more ad"},{"speaker":"Chris Orzechowski","startTime":454.43,"endTime":457.28,"body":"dollars. And so I saw that, and"},{"speaker":"Chris Orzechowski","startTime":454.43,"endTime":457.28,"body":"I said, Okay, well, I can rush"},{"speaker":"Chris Orzechowski","startTime":457.28,"endTime":460.76,"body":"in my company, even though I'm a"},{"speaker":"Chris Orzechowski","startTime":457.28,"endTime":460.76,"body":"lot smaller than than Netflix,"},{"speaker":"Chris Orzechowski","startTime":460.76,"endTime":462.71,"body":"or some of these other"},{"speaker":"Chris Orzechowski","startTime":460.76,"endTime":462.71,"body":"companies, and take advantage of"},{"speaker":"Chris Orzechowski","startTime":462.71,"endTime":465.53,"body":"that arbitrage. And the funny"},{"speaker":"Chris Orzechowski","startTime":462.71,"endTime":465.53,"body":"thing is, like Netflix"},{"speaker":"Chris Orzechowski","startTime":465.53,"endTime":467.66,"body":"specifically was one of those"},{"speaker":"Chris Orzechowski","startTime":465.53,"endTime":467.66,"body":"companies pulled out. And then"},{"speaker":"Chris Orzechowski","startTime":467.66,"endTime":470.27,"body":"like, two months later, they"},{"speaker":"Chris Orzechowski","startTime":467.66,"endTime":470.27,"body":"came back and I said, everyone's"},{"speaker":"Chris Orzechowski","startTime":470.27,"endTime":472.46,"body":"telling me, I said, so I'm"},{"speaker":"Chris Orzechowski","startTime":470.27,"endTime":472.46,"body":"working with why are they coming"},{"speaker":"Chris Orzechowski","startTime":472.46,"endTime":475.64,"body":"back then? Right? Like, there's"},{"speaker":"Chris Orzechowski","startTime":472.46,"endTime":475.64,"body":"got to be something here. Like,"},{"speaker":"Chris Orzechowski","startTime":475.64,"endTime":479.15,"body":"why are they coming back? Like,"},{"speaker":"Chris Orzechowski","startTime":475.64,"endTime":479.15,"body":"if it's that bad, it's like they"},{"speaker":"Chris Orzechowski","startTime":479.15,"endTime":483.29,"body":"need there's something about it."},{"speaker":"Chris Orzechowski","startTime":479.15,"endTime":483.29,"body":"And I think the thing with X, I"},{"speaker":"Chris Orzechowski","startTime":483.29,"endTime":485.99,"body":"mean, everyone has different"},{"speaker":"Chris Orzechowski","startTime":483.29,"endTime":485.99,"body":"platforms, the Hangout on like,"},{"speaker":"Chris Orzechowski","startTime":486.02,"endTime":490.13,"body":"I have an Instagram, I have a"},{"speaker":"Chris Orzechowski","startTime":486.02,"endTime":490.13,"body":"Facebook, I don't really spend a"},{"speaker":"Chris Orzechowski","startTime":490.13,"endTime":492.26,"body":"ton of time, you know, if I have"},{"speaker":"Chris Orzechowski","startTime":490.13,"endTime":492.26,"body":"to go into ads manager or go on"},{"speaker":"Chris Orzechowski","startTime":492.26,"endTime":494.75,"body":"Facebook, but I'm not spending"},{"speaker":"Chris Orzechowski","startTime":492.26,"endTime":494.75,"body":"time like consuming content"},{"speaker":"Chris Orzechowski","startTime":494.75,"endTime":497.93,"body":"there. I spend all my time on x."},{"speaker":"Chris Orzechowski","startTime":494.75,"endTime":497.93,"body":"That's what I do. Like, that's"},{"speaker":"Chris Orzechowski","startTime":497.93,"endTime":500.51,"body":"where I interact with our"},{"speaker":"Chris Orzechowski","startTime":497.93,"endTime":500.51,"body":"network. That's where I meet"},{"speaker":"Chris Orzechowski","startTime":500.51,"endTime":503.21,"body":"clients. That's where I you"},{"speaker":"Chris Orzechowski","startTime":500.51,"endTime":503.21,"body":"know, interact with my friends"},{"speaker":"Chris Orzechowski","startTime":503.21,"endTime":506.33,"body":"online. So I know there's a lot"},{"speaker":"Chris Orzechowski","startTime":503.21,"endTime":506.33,"body":"of people like me who they don't"},{"speaker":"Chris Orzechowski","startTime":506.33,"endTime":508.97,"body":"spend any time on other any"},{"speaker":"Chris Orzechowski","startTime":506.33,"endTime":508.97,"body":"other platforms, right so like"},{"speaker":"Chris Orzechowski","startTime":508.97,"endTime":511.34,"body":"everyone's like Facebook has 2"},{"speaker":"Chris Orzechowski","startTime":508.97,"endTime":511.34,"body":"billion people I'm like that's"},{"speaker":"Chris Orzechowski","startTime":511.34,"endTime":514.22,"body":"cool. But a the you know, if"},{"speaker":"Chris Orzechowski","startTime":511.34,"endTime":514.22,"body":"you're talking the United"},{"speaker":"Chris Orzechowski","startTime":514.22,"endTime":518.42,"body":"States, United States only has"},{"speaker":"Chris Orzechowski","startTime":514.22,"endTime":518.42,"body":"what 340 ish million people. So"},{"speaker":"Chris Orzechowski","startTime":518.42,"endTime":520.64,"body":"like when you think about it,"},{"speaker":"Chris Orzechowski","startTime":518.42,"endTime":520.64,"body":"like you're not marketing"},{"speaker":"Chris Orzechowski","startTime":520.64,"endTime":523.01,"body":"necessarily always to 2 billion"},{"speaker":"Chris Orzechowski","startTime":520.64,"endTime":523.01,"body":"people you only marketing to a"},{"speaker":"Chris Orzechowski","startTime":523.01,"endTime":525.29,"body":"total addressable market of"},{"speaker":"Chris Orzechowski","startTime":523.01,"endTime":525.29,"body":"let's say 340 million, but some"},{"speaker":"Chris Orzechowski","startTime":525.29,"endTime":527.27,"body":"of those are kids, some of those"},{"speaker":"Chris Orzechowski","startTime":525.29,"endTime":527.27,"body":"people don't use the internet,"},{"speaker":"Chris Orzechowski","startTime":527.27,"endTime":530.0,"body":"right? So we chop it down like"},{"speaker":"Chris Orzechowski","startTime":527.27,"endTime":530.0,"body":"the difference in size of the"},{"speaker":"Chris Orzechowski","startTime":530.0,"endTime":532.67,"body":"network's like yeah, Facebook"},{"speaker":"Chris Orzechowski","startTime":530.0,"endTime":532.67,"body":"and Instagram are definitely"},{"speaker":"Chris Orzechowski","startTime":532.67,"endTime":535.88,"body":"bigger than x but it's not that"},{"speaker":"Chris Orzechowski","startTime":532.67,"endTime":535.88,"body":"much bigger. And you know, if"},{"speaker":"Chris Orzechowski","startTime":535.88,"endTime":539.21,"body":"you're marketing to 100 million"},{"speaker":"Chris Orzechowski","startTime":535.88,"endTime":539.21,"body":"people, instead of 150 million"},{"speaker":"Chris Orzechowski","startTime":539.21,"endTime":541.22,"body":"people like okay, well how many"},{"speaker":"Chris Orzechowski","startTime":539.21,"endTime":541.22,"body":"customers do you need to make"},{"speaker":"Chris Orzechowski","startTime":541.22,"endTime":545.69,"body":"your company work? It'd be nice"},{"speaker":"Chris Orzechowski","startTime":541.22,"endTime":545.69,"body":"to have 150 million you probably"},{"speaker":"Chris Orzechowski","startTime":545.69,"endTime":549.2,"body":"don't need that right? So I just"},{"speaker":"Chris Orzechowski","startTime":545.69,"endTime":549.2,"body":"looked at it like as this great"},{"speaker":"Chris Orzechowski","startTime":549.2,"endTime":552.92,"body":"opportunity and there's a lot of"},{"speaker":"Chris Orzechowski","startTime":549.2,"endTime":552.92,"body":"people it's funny because the"},{"speaker":"Chris Orzechowski","startTime":552.92,"endTime":554.63,"body":"people who are making it work"},{"speaker":"Chris Orzechowski","startTime":552.92,"endTime":554.63,"body":"they don't want anyone know"},{"speaker":"Chris Orzechowski","startTime":554.63,"endTime":559.25,"body":"they're always like don't tell"},{"speaker":"Chris Orzechowski","startTime":554.63,"endTime":559.25,"body":"anyone specifically for SaaS."},{"speaker":"Matt Wolach","startTime":559.97,"endTime":561.89,"body":"Yeah, I agree. I"},{"speaker":"Matt Wolach","startTime":559.97,"endTime":561.89,"body":"have some friends who are doing"},{"speaker":"Matt Wolach","startTime":561.89,"endTime":564.35,"body":"really well with it but you"},{"speaker":"Matt Wolach","startTime":561.89,"endTime":564.35,"body":"know, some people are not and"},{"speaker":"Matt Wolach","startTime":564.35,"endTime":566.93,"body":"some people are struggling and"},{"speaker":"Matt Wolach","startTime":564.35,"endTime":566.93,"body":"we talked about that, but it"},{"speaker":"Matt Wolach","startTime":566.93,"endTime":570.56,"body":"feels like there may be just not"},{"speaker":"Matt Wolach","startTime":566.93,"endTime":570.56,"body":"doing it the right way. So what"},{"speaker":"Matt Wolach","startTime":570.56,"endTime":573.02,"body":"are some of the mistakes that"},{"speaker":"Matt Wolach","startTime":570.56,"endTime":573.02,"body":"you see that people are making"},{"speaker":"Matt Wolach","startTime":573.02,"endTime":574.31,"body":"when it comes to x advertising?"},{"speaker":"Chris Orzechowski","startTime":574.0,"endTime":576.04,"body":"I think the"},{"speaker":"Chris Orzechowski","startTime":574.0,"endTime":576.04,"body":"biggest thing is that x is built"},{"speaker":"Chris Orzechowski","startTime":576.087,"endTime":578.823,"body":"on like rabbit holes like people"},{"speaker":"Chris Orzechowski","startTime":576.087,"endTime":578.823,"body":"want to tumble down rabbit"},{"speaker":"Chris Orzechowski","startTime":578.869,"endTime":581.513,"body":"holes. I don't necessarily know"},{"speaker":"Chris Orzechowski","startTime":578.869,"endTime":581.513,"body":"if it's the exact same on"},{"speaker":"Chris Orzechowski","startTime":581.56,"endTime":584.296,"body":"Facebook and Instagram, where"},{"speaker":"Chris Orzechowski","startTime":581.56,"endTime":584.296,"body":"like the post is the post but"},{"speaker":"Chris Orzechowski","startTime":584.342,"endTime":587.079,"body":"like on X like if you have these"},{"speaker":"Chris Orzechowski","startTime":584.342,"endTime":587.079,"body":"long form stories or these"},{"speaker":"Chris Orzechowski","startTime":587.125,"endTime":589.862,"body":"threads, or like just really"},{"speaker":"Chris Orzechowski","startTime":587.125,"endTime":589.862,"body":"insightful posts, people would"},{"speaker":"Chris Orzechowski","startTime":589.908,"endTime":592.505,"body":"want to go and check the"},{"speaker":"Chris Orzechowski","startTime":589.908,"endTime":592.505,"body":"comments on those posts, right?"},{"speaker":"Chris Orzechowski","startTime":592.552,"endTime":595.427,"body":"Or like They'll see this person"},{"speaker":"Chris Orzechowski","startTime":592.552,"endTime":595.427,"body":"sharing the story of this, you"},{"speaker":"Chris Orzechowski","startTime":595.474,"endTime":598.164,"body":"know, in the business world,"},{"speaker":"Chris Orzechowski","startTime":595.474,"endTime":598.164,"body":"someone who had a company and"},{"speaker":"Chris Orzechowski","startTime":598.21,"endTime":600.9,"body":"then, you know, it almost went"},{"speaker":"Chris Orzechowski","startTime":598.21,"endTime":600.9,"body":"to zero, and then they, you"},{"speaker":"Chris Orzechowski","startTime":600.947,"endTime":603.776,"body":"know, rescued it. And here the"},{"speaker":"Chris Orzechowski","startTime":600.947,"endTime":603.776,"body":"steps they took, and it's like"},{"speaker":"Chris Orzechowski","startTime":603.822,"endTime":606.651,"body":"this interesting content. And"},{"speaker":"Chris Orzechowski","startTime":603.822,"endTime":606.651,"body":"that like people want to tumble"},{"speaker":"Chris Orzechowski","startTime":606.698,"endTime":609.434,"body":"down those rabbit holes, right."},{"speaker":"Chris Orzechowski","startTime":606.698,"endTime":609.434,"body":"So what we actually do with"},{"speaker":"Chris Orzechowski","startTime":609.481,"endTime":611.892,"body":"clients is we create these"},{"speaker":"Chris Orzechowski","startTime":609.481,"endTime":611.892,"body":"things called I call them"},{"speaker":"Chris Orzechowski","startTime":611.939,"endTime":614.629,"body":"xtutorials, which is a play the"},{"speaker":"Chris Orzechowski","startTime":611.939,"endTime":614.629,"body":"word advertorial, which if"},{"speaker":"Chris Orzechowski","startTime":614.675,"endTime":617.551,"body":"you're not familiar, and who's"},{"speaker":"Chris Orzechowski","startTime":614.675,"endTime":617.551,"body":"listening are not familiar with"},{"speaker":"Chris Orzechowski","startTime":617.597,"endTime":620.38,"body":"that. an advertorial is just,"},{"speaker":"Chris Orzechowski","startTime":617.597,"endTime":620.38,"body":"you know, typically, you'd see"},{"speaker":"Chris Orzechowski","startTime":620.426,"endTime":623.209,"body":"it on like Google display, or"},{"speaker":"Chris Orzechowski","startTime":620.426,"endTime":623.209,"body":"you can see it on Facebook and"},{"speaker":"Chris Orzechowski","startTime":623.256,"endTime":626.039,"body":"other places. But like usually"},{"speaker":"Chris Orzechowski","startTime":623.256,"endTime":626.039,"body":"Google Display, it's like, it"},{"speaker":"Chris Orzechowski","startTime":626.085,"endTime":628.96,"body":"doesn't look like an ad looks"},{"speaker":"Chris Orzechowski","startTime":626.085,"endTime":628.96,"body":"like a news story, you click the"},{"speaker":"Chris Orzechowski","startTime":629.007,"endTime":631.743,"body":"link, and then you go to this"},{"speaker":"Chris Orzechowski","startTime":629.007,"endTime":631.743,"body":"page, and maybe it looks like"},{"speaker":"Chris Orzechowski","startTime":631.79,"endTime":634.619,"body":"it's like a news outlet page."},{"speaker":"Chris Orzechowski","startTime":631.79,"endTime":634.619,"body":"And there's some kind of story."},{"speaker":"Chris Orzechowski","startTime":634.665,"endTime":637.587,"body":"It's like a bridge page, that is"},{"speaker":"Chris Orzechowski","startTime":634.665,"endTime":637.587,"body":"kind of like content. And that"},{"speaker":"Chris Orzechowski","startTime":637.634,"endTime":640.509,"body":"kind of warms you up. It's like"},{"speaker":"Chris Orzechowski","startTime":637.634,"endTime":640.509,"body":"a traffic microwave, right? So"},{"speaker":"Chris Orzechowski","startTime":640.556,"endTime":643.524,"body":"warms up that cold traffic kind"},{"speaker":"Chris Orzechowski","startTime":640.556,"endTime":643.524,"body":"of pre frames you to think about"},{"speaker":"Chris Orzechowski","startTime":643.57,"endTime":646.353,"body":"your problem in a certain way."},{"speaker":"Chris Orzechowski","startTime":643.57,"endTime":646.353,"body":"And then you click through to"},{"speaker":"Chris Orzechowski","startTime":646.4,"endTime":649.229,"body":"another page, and that's the"},{"speaker":"Chris Orzechowski","startTime":646.4,"endTime":649.229,"body":"product page. So that concept of"},{"speaker":"Chris Orzechowski","startTime":649.275,"endTime":652.197,"body":"an advertorial where you're not"},{"speaker":"Chris Orzechowski","startTime":649.275,"endTime":652.197,"body":"necessarily like trying to like"},{"speaker":"Chris Orzechowski","startTime":652.244,"endTime":654.748,"body":"ramp, a sales pitch down"},{"speaker":"Chris Orzechowski","startTime":652.244,"endTime":654.748,"body":"someone's throat, what you're"},{"speaker":"Chris Orzechowski","startTime":654.794,"endTime":657.67,"body":"doing is you're kind of warming"},{"speaker":"Chris Orzechowski","startTime":654.794,"endTime":657.67,"body":"them up with content. So their"},{"speaker":"Chris Orzechowski","startTime":657.716,"endTime":660.546,"body":"natural defense mechanism is"},{"speaker":"Chris Orzechowski","startTime":657.716,"endTime":660.546,"body":"down a little bit, and they lean"},{"speaker":"Chris Orzechowski","startTime":660.592,"endTime":663.514,"body":"in, because they're interested,"},{"speaker":"Chris Orzechowski","startTime":660.592,"endTime":663.514,"body":"we actually do that with X ads,"},{"speaker":"Chris Orzechowski","startTime":663.56,"endTime":666.158,"body":"because when you can do, you"},{"speaker":"Chris Orzechowski","startTime":663.56,"endTime":666.158,"body":"could run an engagement ad,"},{"speaker":"Chris Orzechowski","startTime":666.204,"endTime":668.755,"body":"assuming engagement objective"},{"speaker":"Chris Orzechowski","startTime":666.204,"endTime":668.755,"body":"ad, which means you know,"},{"speaker":"Chris Orzechowski","startTime":668.801,"endTime":671.399,"body":"there's different objectives"},{"speaker":"Chris Orzechowski","startTime":668.801,"endTime":671.399,"body":"within the ads manager, you"},{"speaker":"Chris Orzechowski","startTime":671.445,"endTime":674.321,"body":"could do keyword objective, you"},{"speaker":"Chris Orzechowski","startTime":671.445,"endTime":674.321,"body":"could do a reach objective, to"},{"speaker":"Chris Orzechowski","startTime":674.367,"endTime":677.289,"body":"go out to, you know, talk more"},{"speaker":"Chris Orzechowski","startTime":674.367,"endTime":677.289,"body":"top of funnel traffic engagement"},{"speaker":"Chris Orzechowski","startTime":677.335,"endTime":680.026,"body":"is just to get a lot of people"},{"speaker":"Chris Orzechowski","startTime":677.335,"endTime":680.026,"body":"engaging in the post, which"},{"speaker":"Chris Orzechowski","startTime":680.072,"endTime":682.808,"body":"means they're reading, they're"},{"speaker":"Chris Orzechowski","startTime":680.072,"endTime":682.808,"body":"interacting with it, they're"},{"speaker":"Chris Orzechowski","startTime":682.855,"endTime":685.869,"body":"clicking on it. But we have some"},{"speaker":"Chris Orzechowski","startTime":682.855,"endTime":685.869,"body":"times we'll take these long form"},{"speaker":"Chris Orzechowski","startTime":685.916,"endTime":688.699,"body":"content pieces, where there's no"},{"speaker":"Chris Orzechowski","startTime":685.916,"endTime":688.699,"body":"mention of the software, or"},{"speaker":"Chris Orzechowski","startTime":688.745,"endTime":691.157,"body":"anything, I'll give you an"},{"speaker":"Chris Orzechowski","startTime":688.745,"endTime":691.157,"body":"example. There's just one"},{"speaker":"Chris Orzechowski","startTime":691.203,"endTime":694.032,"body":"software. It's called retention"},{"speaker":"Chris Orzechowski","startTime":691.203,"endTime":694.032,"body":"exits and ecommerce software."},{"speaker":"Chris Orzechowski","startTime":694.079,"endTime":696.815,"body":"It's really awesome software."},{"speaker":"Chris Orzechowski","startTime":694.079,"endTime":696.815,"body":"And this was the first one of"},{"speaker":"Chris Orzechowski","startTime":696.862,"endTime":699.691,"body":"the first things I bought from"},{"speaker":"Chris Orzechowski","startTime":696.862,"endTime":699.691,"body":"Twitter. And it's the software"},{"speaker":"Chris Orzechowski","startTime":699.737,"endTime":702.474,"body":"that plugs in the Shopify and"},{"speaker":"Chris Orzechowski","startTime":699.737,"endTime":702.474,"body":"analyzes like, they have this"},{"speaker":"Chris Orzechowski","startTime":702.52,"endTime":705.117,"body":"incredible, like machine"},{"speaker":"Chris Orzechowski","startTime":702.52,"endTime":705.117,"body":"learning to analyze all of your"},{"speaker":"Chris Orzechowski","startTime":705.164,"endTime":707.947,"body":"data, and actually have an AI"},{"speaker":"Chris Orzechowski","startTime":705.164,"endTime":707.947,"body":"it's not the only feature, but"},{"speaker":"Chris Orzechowski","startTime":707.993,"endTime":710.915,"body":"one of their main things, they"},{"speaker":"Chris Orzechowski","startTime":707.993,"endTime":710.915,"body":"have an AI and they say, Hey, we"},{"speaker":"Chris Orzechowski","startTime":710.961,"endTime":713.559,"body":"analyzed, you know, your"},{"speaker":"Chris Orzechowski","startTime":710.961,"endTime":713.559,"body":"customer list your data, if you"},{"speaker":"Chris Orzechowski","startTime":713.605,"endTime":716.481,"body":"market to this segment of people"},{"speaker":"Chris Orzechowski","startTime":713.605,"endTime":716.481,"body":"right here, you know, they're"},{"speaker":"Chris Orzechowski","startTime":716.527,"endTime":719.31,"body":"ripe for for making a purchase."},{"speaker":"Chris Orzechowski","startTime":716.527,"endTime":719.31,"body":"So you can click one button,"},{"speaker":"Chris Orzechowski","startTime":719.356,"endTime":722.185,"body":"create a segment, and then send"},{"speaker":"Chris Orzechowski","startTime":719.356,"endTime":722.185,"body":"out an email to them. And I'm"},{"speaker":"Chris Orzechowski","startTime":722.232,"endTime":725.107,"body":"like, This is amazing, right."},{"speaker":"Chris Orzechowski","startTime":722.232,"endTime":725.107,"body":"But the way that I got into that"},{"speaker":"Chris Orzechowski","startTime":725.154,"endTime":727.937,"body":"ad, was it was about cohort"},{"speaker":"Chris Orzechowski","startTime":725.154,"endTime":727.937,"body":"analysis, in terms of, you know,"},{"speaker":"Chris Orzechowski","startTime":727.983,"endTime":730.673,"body":"tracking, all the, you know,"},{"speaker":"Chris Orzechowski","startTime":727.983,"endTime":730.673,"body":"leads were coming through the"},{"speaker":"Chris Orzechowski","startTime":730.719,"endTime":733.502,"body":"funnel, how they're converting"},{"speaker":"Chris Orzechowski","startTime":730.719,"endTime":733.502,"body":"how much money each cohort is"},{"speaker":"Chris Orzechowski","startTime":733.549,"endTime":736.285,"body":"worth. And it was like seven"},{"speaker":"Chris Orzechowski","startTime":733.549,"endTime":736.285,"body":"different, you know, things to"},{"speaker":"Chris Orzechowski","startTime":736.332,"endTime":738.697,"body":"look for when you're doing"},{"speaker":"Chris Orzechowski","startTime":736.332,"endTime":738.697,"body":"cohort analysis. I don't"},{"speaker":"Chris Orzechowski","startTime":738.743,"endTime":741.665,"body":"remember the exact time but or"},{"speaker":"Chris Orzechowski","startTime":738.743,"endTime":741.665,"body":"something along those lines. And"},{"speaker":"Chris Orzechowski","startTime":741.712,"endTime":744.495,"body":"I was reading it, and I was"},{"speaker":"Chris Orzechowski","startTime":741.712,"endTime":744.495,"body":"like, Oh, this is great. This is"},{"speaker":"Chris Orzechowski","startTime":744.541,"endTime":747.463,"body":"great. Because I was working as"},{"speaker":"Chris Orzechowski","startTime":744.541,"endTime":747.463,"body":"a CMO for an E commerce company"},{"speaker":"Chris Orzechowski","startTime":747.509,"endTime":750.292,"body":"was like, wow, this is really"},{"speaker":"Chris Orzechowski","startTime":747.509,"endTime":750.292,"body":"great. And the end I was like,"},{"speaker":"Chris Orzechowski","startTime":750.338,"endTime":753.307,"body":"oh, wow, there's a software that"},{"speaker":"Chris Orzechowski","startTime":750.338,"endTime":753.307,"body":"does this, I immediately bought"},{"speaker":"Chris Orzechowski","startTime":753.353,"endTime":756.136,"body":"it, right? If they just said,"},{"speaker":"Chris Orzechowski","startTime":753.353,"endTime":756.136,"body":"Hey, buy this thing. It's this"},{"speaker":"Chris Orzechowski","startTime":756.182,"endTime":758.687,"body":"cool tool, I'd be like, No,"},{"speaker":"Chris Orzechowski","startTime":756.182,"endTime":758.687,"body":"whatever. But they kind of"},{"speaker":"Chris Orzechowski","startTime":758.733,"endTime":761.655,"body":"demonstrate it in the ad. And it"},{"speaker":"Chris Orzechowski","startTime":758.733,"endTime":761.655,"body":"was this thread that was maybe"},{"speaker":"Chris Orzechowski","startTime":761.702,"endTime":764.485,"body":"10 tweets long, it was super"},{"speaker":"Chris Orzechowski","startTime":761.702,"endTime":764.485,"body":"educational. And I saw that and"},{"speaker":"Chris Orzechowski","startTime":764.531,"endTime":767.36,"body":"I was like, Oh, this is great."},{"speaker":"Chris Orzechowski","startTime":764.531,"endTime":767.36,"body":"So and then I wound up telling"},{"speaker":"Chris Orzechowski","startTime":767.407,"endTime":770.236,"body":"people, you know, six different"},{"speaker":"Chris Orzechowski","startTime":767.407,"endTime":770.236,"body":"clients about it. And now I'm"},{"speaker":"Chris Orzechowski","startTime":770.282,"endTime":773.158,"body":"here telling everyone about it."},{"speaker":"Chris Orzechowski","startTime":770.282,"endTime":773.158,"body":"So it's like, it's funny, it's"},{"speaker":"Chris Orzechowski","startTime":773.204,"endTime":775.57,"body":"all came from one ad that showed"},{"speaker":"Chris Orzechowski","startTime":773.204,"endTime":775.57,"body":"up in my newsfeed."},{"speaker":"Matt Wolach","startTime":776.59,"endTime":779.59,"body":"That's amazing. So"},{"speaker":"Matt Wolach","startTime":776.59,"endTime":779.59,"body":"it is okay to do threads like"},{"speaker":"Matt Wolach","startTime":779.59,"endTime":783.25,"body":"normal as an ad. So I thought I"},{"speaker":"Matt Wolach","startTime":779.59,"endTime":783.25,"body":"was just like an image post,"},{"speaker":"Matt Wolach","startTime":783.25,"endTime":786.07,"body":"like Facebook or something. But"},{"speaker":"Matt Wolach","startTime":783.25,"endTime":786.07,"body":"threads are okay as as as well."},{"speaker":"Chris Orzechowski","startTime":786.0,"endTime":788.04,"body":"I think it's"},{"speaker":"Chris Orzechowski","startTime":786.0,"endTime":788.04,"body":"better to do threads. I think"},{"speaker":"Chris Orzechowski","startTime":788.04,"endTime":790.02,"body":"for every kind of even in E"},{"speaker":"Chris Orzechowski","startTime":788.04,"endTime":790.02,"body":"commerce company, I think you"},{"speaker":"Chris Orzechowski","startTime":790.02,"endTime":792.6,"body":"can because, and I've done this"},{"speaker":"Chris Orzechowski","startTime":790.02,"endTime":792.6,"body":"a lot with email over the course"},{"speaker":"Chris Orzechowski","startTime":792.6,"endTime":797.37,"body":"of my career where you know,"},{"speaker":"Chris Orzechowski","startTime":792.6,"endTime":797.37,"body":"sometimes you see in SaaS"},{"speaker":"Chris Orzechowski","startTime":797.37,"endTime":800.28,"body":"Seaton, brick and mortar, you"},{"speaker":"Chris Orzechowski","startTime":797.37,"endTime":800.28,"body":"see it in E commerce a lot,"},{"speaker":"Chris Orzechowski","startTime":800.28,"endTime":802.23,"body":"where it's just like a picture"},{"speaker":"Chris Orzechowski","startTime":800.28,"endTime":802.23,"body":"of a product and then set the"},{"speaker":"Chris Orzechowski","startTime":802.23,"endTime":805.02,"body":"buy button or like maybe"},{"speaker":"Chris Orzechowski","startTime":802.23,"endTime":805.02,"body":"discount code and like, that"},{"speaker":"Chris Orzechowski","startTime":805.02,"endTime":808.11,"body":"might work. You know, it'll"},{"speaker":"Chris Orzechowski","startTime":805.02,"endTime":808.11,"body":"work, okay, it'll work average,"},{"speaker":"Chris Orzechowski","startTime":808.14,"endTime":810.42,"body":"right? But like, I don't want to"},{"speaker":"Chris Orzechowski","startTime":808.14,"endTime":810.42,"body":"be average, I want to be the"},{"speaker":"Chris Orzechowski","startTime":810.42,"endTime":813.12,"body":"best. And I think when you're"},{"speaker":"Chris Orzechowski","startTime":810.42,"endTime":813.12,"body":"puting ad dollars behind it,"},{"speaker":"Chris Orzechowski","startTime":813.18,"endTime":815.01,"body":"then you really don't want to"},{"speaker":"Chris Orzechowski","startTime":813.18,"endTime":815.01,"body":"just be average, you want to"},{"speaker":"Chris Orzechowski","startTime":815.01,"endTime":816.75,"body":"average returns on your ad"},{"speaker":"Chris Orzechowski","startTime":815.01,"endTime":816.75,"body":"dollars, right? You want"},{"speaker":"Chris Orzechowski","startTime":816.78,"endTime":821.28,"body":"outsized return. So when you get"},{"speaker":"Chris Orzechowski","startTime":816.78,"endTime":821.28,"body":"that is by using long form copy,"},{"speaker":"Chris Orzechowski","startTime":821.7,"endTime":824.97,"body":"and you look at like all these"},{"speaker":"Chris Orzechowski","startTime":821.7,"endTime":824.97,"body":"old space ads from the 50s 60s"},{"speaker":"Chris Orzechowski","startTime":824.97,"endTime":827.7,"body":"70s. And like tons of long form"},{"speaker":"Chris Orzechowski","startTime":824.97,"endTime":827.7,"body":"copy, like they had really great"},{"speaker":"Chris Orzechowski","startTime":827.7,"endTime":830.49,"body":"imagery, but the copy is the"},{"speaker":"Chris Orzechowski","startTime":827.7,"endTime":830.49,"body":"thing that cut into the image"},{"speaker":"Chris Orzechowski","startTime":830.49,"endTime":833.79,"body":"grabs the attention, but the"},{"speaker":"Chris Orzechowski","startTime":830.49,"endTime":833.79,"body":"copy is what makes the sale,"},{"speaker":"Chris Orzechowski","startTime":833.85,"endTime":836.73,"body":"right. So that's the approach"},{"speaker":"Chris Orzechowski","startTime":833.85,"endTime":836.73,"body":"that I love. And I have a client"},{"speaker":"Chris Orzechowski","startTime":836.73,"endTime":840.24,"body":"right now, they have a digital"},{"speaker":"Chris Orzechowski","startTime":836.73,"endTime":840.24,"body":"product, of course, about how to"},{"speaker":"Chris Orzechowski","startTime":840.24,"endTime":842.67,"body":"start a newsletter. And we just"},{"speaker":"Chris Orzechowski","startTime":840.24,"endTime":842.67,"body":"started with a very small"},{"speaker":"Chris Orzechowski","startTime":842.67,"endTime":844.74,"body":"budget, we just started like a"},{"speaker":"Chris Orzechowski","startTime":842.67,"endTime":844.74,"body":"week ago, they're already out of"},{"speaker":"Chris Orzechowski","startTime":844.74,"endTime":849.57,"body":"5.27x roas. And all we did was"},{"speaker":"Chris Orzechowski","startTime":844.74,"endTime":849.57,"body":"essentially take one of their"},{"speaker":"Chris Orzechowski","startTime":849.6,"endTime":852.93,"body":"really educational informative"},{"speaker":"Chris Orzechowski","startTime":849.6,"endTime":852.93,"body":"story based emails. It was like"},{"speaker":"Chris Orzechowski","startTime":852.93,"endTime":855.24,"body":"an origin story email about you"},{"speaker":"Chris Orzechowski","startTime":852.93,"endTime":855.24,"body":"know how my client has started"},{"speaker":"Chris Orzechowski","startTime":855.24,"endTime":859.2,"body":"his newsletter, and grew into a"},{"speaker":"Chris Orzechowski","startTime":855.24,"endTime":859.2,"body":"seven figure business. And it's"},{"speaker":"Chris Orzechowski","startTime":859.2,"endTime":861.99,"body":"really educational. There's tips"},{"speaker":"Chris Orzechowski","startTime":859.2,"endTime":861.99,"body":"in it, and then it leads to and"},{"speaker":"Chris Orzechowski","startTime":861.99,"endTime":864.72,"body":"if you want more, you know,"},{"speaker":"Chris Orzechowski","startTime":861.99,"endTime":864.72,"body":"here's this course where we"},{"speaker":"Chris Orzechowski","startTime":864.72,"endTime":867.81,"body":"teach the whole system. And it's"},{"speaker":"Chris Orzechowski","startTime":864.72,"endTime":867.81,"body":"great because if you just took"},{"speaker":"Chris Orzechowski","startTime":867.93,"endTime":870.99,"body":"an image, we ran an image test"},{"speaker":"Chris Orzechowski","startTime":867.93,"endTime":870.99,"body":"where it's like, let's just take"},{"speaker":"Chris Orzechowski","startTime":870.99,"endTime":874.05,"body":"a piece of static have like two"},{"speaker":"Chris Orzechowski","startTime":870.99,"endTime":874.05,"body":"or three sentences of copy, and"},{"speaker":"Chris Orzechowski","startTime":874.05,"endTime":875.82,"body":"it's getting clicks, but it"},{"speaker":"Chris Orzechowski","startTime":874.05,"endTime":875.82,"body":"hasn't really made any sales,"},{"speaker":"Chris Orzechowski","startTime":875.82,"endTime":878.52,"body":"but the long form ones making"},{"speaker":"Chris Orzechowski","startTime":875.82,"endTime":878.52,"body":"sales because it's pre framing"},{"speaker":"Chris Orzechowski","startTime":878.52,"endTime":881.43,"body":"people properly. Because again,"},{"speaker":"Chris Orzechowski","startTime":878.52,"endTime":881.43,"body":"like when people are on x, it's"},{"speaker":"Chris Orzechowski","startTime":881.43,"endTime":883.35,"body":"like they're looking for"},{"speaker":"Chris Orzechowski","startTime":881.43,"endTime":883.35,"body":"interesting things. They're"},{"speaker":"Chris Orzechowski","startTime":883.35,"endTime":886.62,"body":"looking for those rabbit holes"},{"speaker":"Chris Orzechowski","startTime":883.35,"endTime":886.62,"body":"to tumble down. So you can"},{"speaker":"Chris Orzechowski","startTime":886.62,"endTime":890.4,"body":"convert people with a static,"},{"speaker":"Chris Orzechowski","startTime":886.62,"endTime":890.4,"body":"you. It might depending on the"},{"speaker":"Chris Orzechowski","startTime":890.4,"endTime":894.06,"body":"product targeting it could work."},{"speaker":"Chris Orzechowski","startTime":890.4,"endTime":894.06,"body":"I've seen it work obviously. But"},{"speaker":"Chris Orzechowski","startTime":894.09,"endTime":896.67,"body":"what I like to do is use that"},{"speaker":"Chris Orzechowski","startTime":894.09,"endTime":896.67,"body":"extra tutorial style approach"},{"speaker":"Chris Orzechowski","startTime":896.67,"endTime":899.31,"body":"where you're pre framing people,"},{"speaker":"Chris Orzechowski","startTime":896.67,"endTime":899.31,"body":"you're warming them up with the"},{"speaker":"Chris Orzechowski","startTime":899.31,"endTime":902.16,"body":"ad itself. And we see this too,"},{"speaker":"Chris Orzechowski","startTime":899.31,"endTime":902.16,"body":"with all kinds of products. You"},{"speaker":"Chris Orzechowski","startTime":902.16,"endTime":904.26,"body":"know, sometimes people will have"},{"speaker":"Chris Orzechowski","startTime":902.16,"endTime":904.26,"body":"a Facebook ad even, you know,"},{"speaker":"Chris Orzechowski","startTime":904.26,"endTime":907.05,"body":"we're on different platforms."},{"speaker":"Chris Orzechowski","startTime":904.26,"endTime":907.05,"body":"There'll be one cents sentence a"},{"speaker":"Chris Orzechowski","startTime":907.05,"endTime":909.51,"body":"copy and a static and like those"},{"speaker":"Chris Orzechowski","startTime":907.05,"endTime":909.51,"body":"could work, okay. But then"},{"speaker":"Chris Orzechowski","startTime":909.51,"endTime":911.73,"body":"people go, and they'll test the"},{"speaker":"Chris Orzechowski","startTime":909.51,"endTime":911.73,"body":"long format, and that'll out"},{"speaker":"Chris Orzechowski","startTime":911.73,"endTime":914.94,"body":"convert a lot of times, right?"},{"speaker":"Chris Orzechowski","startTime":911.73,"endTime":914.94,"body":"Because again, it's about"},{"speaker":"Chris Orzechowski","startTime":915.18,"endTime":917.25,"body":"meeting your people where"},{"speaker":"Chris Orzechowski","startTime":915.18,"endTime":917.25,"body":"they're at. And especially with"},{"speaker":"Chris Orzechowski","startTime":917.25,"endTime":920.46,"body":"SaaS, you there usually is a"},{"speaker":"Chris Orzechowski","startTime":917.25,"endTime":920.46,"body":"bigger decision process unless"},{"speaker":"Chris Orzechowski","startTime":920.46,"endTime":923.91,"body":"it's a five or $10 a month,"},{"speaker":"Chris Orzechowski","startTime":920.46,"endTime":923.91,"body":"like, you know, app on your"},{"speaker":"Chris Orzechowski","startTime":923.91,"endTime":926.07,"body":"phone or what you know, where"},{"speaker":"Chris Orzechowski","startTime":923.91,"endTime":926.07,"body":"it's like, oh, cool, 10 bucks,"},{"speaker":"Chris Orzechowski","startTime":926.07,"endTime":930.03,"body":"impulse purchase, whatever. But"},{"speaker":"Chris Orzechowski","startTime":926.07,"endTime":930.03,"body":"if it's a SaaS, that's $100 $200"},{"speaker":"Chris Orzechowski","startTime":930.06,"endTime":933.0,"body":"$500 $1,000 a month, like, it's"},{"speaker":"Chris Orzechowski","startTime":930.06,"endTime":933.0,"body":"a bigger decision that needs to"},{"speaker":"Chris Orzechowski","startTime":933.0,"endTime":934.68,"body":"be made. So people need to be"},{"speaker":"Chris Orzechowski","startTime":933.0,"endTime":934.68,"body":"educated."},{"speaker":"Matt Wolach","startTime":935.91,"endTime":939.0,"body":"Yeah, I totally"},{"speaker":"Matt Wolach","startTime":935.91,"endTime":939.0,"body":"agree. I think it's a really"},{"speaker":"Matt Wolach","startTime":939.0,"endTime":942.48,"body":"powerful story, especially like"},{"speaker":"Matt Wolach","startTime":939.0,"endTime":942.48,"body":"you said, the origin story is"},{"speaker":"Matt Wolach","startTime":942.48,"endTime":946.32,"body":"amazing. And I've seen several"},{"speaker":"Matt Wolach","startTime":942.48,"endTime":946.32,"body":"origin stories that I just"},{"speaker":"Matt Wolach","startTime":946.32,"endTime":949.14,"body":"followed, I got into the thread"},{"speaker":"Matt Wolach","startTime":946.32,"endTime":949.14,"body":"thinking, Oh, this is just"},{"speaker":"Matt Wolach","startTime":949.14,"endTime":951.93,"body":"really interesting at the end,"},{"speaker":"Matt Wolach","startTime":949.14,"endTime":951.93,"body":"they're like, and that's how I"},{"speaker":"Matt Wolach","startTime":951.93,"endTime":954.3,"body":"came up with this software that"},{"speaker":"Matt Wolach","startTime":951.93,"endTime":954.3,"body":"you should probably get and I'm"},{"speaker":"Matt Wolach","startTime":954.3,"endTime":957.66,"body":"like, Yes, I should get that."},{"speaker":"Matt Wolach","startTime":954.3,"endTime":957.66,"body":"And then you when you when you"},{"speaker":"Matt Wolach","startTime":957.66,"endTime":960.78,"body":"buy into the story, you're so"},{"speaker":"Matt Wolach","startTime":957.66,"endTime":960.78,"body":"emotional about that, that"},{"speaker":"Matt Wolach","startTime":960.78,"endTime":963.66,"body":"generating that emotion is"},{"speaker":"Matt Wolach","startTime":960.78,"endTime":963.66,"body":"really cool. I think it's it's"},{"speaker":"Matt Wolach","startTime":964.35,"endTime":967.59,"body":"something that obviously we try"},{"speaker":"Matt Wolach","startTime":964.35,"endTime":967.59,"body":"to do in any part of the of the"},{"speaker":"Matt Wolach","startTime":967.59,"endTime":969.69,"body":"funnel, but especially right"},{"speaker":"Matt Wolach","startTime":967.59,"endTime":969.69,"body":"there at the top of the funnel"},{"speaker":"Matt Wolach","startTime":969.69,"endTime":972.51,"body":"when people are first meeting"},{"speaker":"Matt Wolach","startTime":969.69,"endTime":972.51,"body":"you that that how this whole"},{"speaker":"Matt Wolach","startTime":972.51,"endTime":974.49,"body":"thing came to be is really"},{"speaker":"Matt Wolach","startTime":972.51,"endTime":974.49,"body":"powerful."},{"speaker":"Chris Orzechowski","startTime":974.0,"endTime":977.15,"body":"Oh, yeah, I"},{"speaker":"Chris Orzechowski","startTime":974.0,"endTime":977.15,"body":"mean, and that's something like"},{"speaker":"Matt Wolach","startTime":974.0,"endTime":978.53,"body":"Makes a lot of"},{"speaker":"Matt Wolach","startTime":974.0,"endTime":978.53,"body":"sense. And something else I'm"},{"speaker":"Matt Wolach","startTime":977.15,"endTime":979.61,"body":"I love repurposing assets,"},{"speaker":"Matt Wolach","startTime":977.15,"endTime":979.61,"body":"especially for these kind of"},{"speaker":"Matt Wolach","startTime":979.49,"endTime":1044.05,"body":"thinking of right now is? Okay,"},{"speaker":"Matt Wolach","startTime":979.49,"endTime":1044.05,"body":"so if you're going to advertise"},{"speaker":"Matt Wolach","startTime":979.61,"endTime":981.8,"body":"things. Like, if you've written"},{"speaker":"Matt Wolach","startTime":979.61,"endTime":981.8,"body":"that as an email, maybe that's"},{"speaker":"Matt Wolach","startTime":981.8,"endTime":985.16,"body":"the first email on your welcome"},{"speaker":"Matt Wolach","startTime":981.8,"endTime":985.16,"body":"sequence. Try that as an ad, you"},{"speaker":"Matt Wolach","startTime":985.16,"endTime":988.31,"body":"know, like those converts. So"},{"speaker":"Matt Wolach","startTime":985.16,"endTime":988.31,"body":"well, sometimes. I mean, we I've"},{"speaker":"Matt Wolach","startTime":988.31,"endTime":990.53,"body":"worked with tons of clients"},{"speaker":"Matt Wolach","startTime":988.31,"endTime":990.53,"body":"where like, first thing to do is"},{"speaker":"Matt Wolach","startTime":990.53,"endTime":993.23,"body":"send the welcome sequence or"},{"speaker":"Matt Wolach","startTime":990.53,"endTime":993.23,"body":"rewrite that first email, we've"},{"speaker":"Matt Wolach","startTime":993.23,"endTime":995.78,"body":"had a 50% lift in conversion,"},{"speaker":"Matt Wolach","startTime":993.23,"endTime":995.78,"body":"just from literally just doing"},{"speaker":"Matt Wolach","startTime":995.78,"endTime":999.29,"body":"that one thing. So I always"},{"speaker":"Matt Wolach","startTime":995.78,"endTime":999.29,"body":"think like, a good hook is a"},{"speaker":"Matt Wolach","startTime":999.29,"endTime":1003.31,"body":"good hook. Right? It doesn't"},{"speaker":"Matt Wolach","startTime":999.29,"endTime":1003.31,"body":"really matter if it's on Google,"},{"speaker":"Matt Wolach","startTime":1003.31,"endTime":1006.64,"body":"if it's on YouTube, if it's on"},{"speaker":"Matt Wolach","startTime":1003.31,"endTime":1006.64,"body":"Facebook, if it's on Instagram,"},{"speaker":"Matt Wolach","startTime":1006.64,"endTime":1009.82,"body":"if it's on x, if it's an email,"},{"speaker":"Matt Wolach","startTime":1006.64,"endTime":1009.82,"body":"if it's on a postcard, if it's"},{"speaker":"Matt Wolach","startTime":1009.82,"endTime":1012.13,"body":"in your deck, your presentation"},{"speaker":"Matt Wolach","startTime":1009.82,"endTime":1012.13,"body":"that like a good hook is a good"},{"speaker":"Matt Wolach","startTime":1012.13,"endTime":1016.33,"body":"hook, right? So your job as a"},{"speaker":"Matt Wolach","startTime":1012.13,"endTime":1016.33,"body":"founder as a marketer, CMO,"},{"speaker":"Matt Wolach","startTime":1016.33,"endTime":1018.49,"body":"Director of marketing, whatever"},{"speaker":"Matt Wolach","startTime":1016.33,"endTime":1018.49,"body":"it is to identify what those"},{"speaker":"Matt Wolach","startTime":1018.64,"endTime":1021.64,"body":"hooks are that get people's"},{"speaker":"Matt Wolach","startTime":1018.64,"endTime":1021.64,"body":"attention, move them action, and"},{"speaker":"Matt Wolach","startTime":1021.64,"endTime":1024.67,"body":"then amplify those. So you know,"},{"speaker":"Matt Wolach","startTime":1021.64,"endTime":1024.67,"body":"it's a lot of testing,"},{"speaker":"Matt Wolach","startTime":1024.67,"endTime":1027.85,"body":"obviously, right? Just like it"},{"speaker":"Matt Wolach","startTime":1024.67,"endTime":1027.85,"body":"is with everything. But you know"},{"speaker":"Matt Wolach","startTime":1027.85,"endTime":1029.35,"body":"that you have a good hook. And"},{"speaker":"Matt Wolach","startTime":1027.85,"endTime":1029.35,"body":"every time you know, there's a"},{"speaker":"Matt Wolach","startTime":1029.35,"endTime":1031.81,"body":"hot button topic, and every time"},{"speaker":"Matt Wolach","startTime":1029.35,"endTime":1031.81,"body":"you mentioned it, your customers"},{"speaker":"Matt Wolach","startTime":1031.81,"endTime":1034.15,"body":"eyes light up, you're like,"},{"speaker":"Matt Wolach","startTime":1031.81,"endTime":1034.15,"body":"Okay, that's the ad, that's what"},{"speaker":"Matt Wolach","startTime":1034.15,"endTime":1036.49,"body":"we're going to run with, let's"},{"speaker":"Matt Wolach","startTime":1034.15,"endTime":1036.49,"body":"build an angle around that."},{"speaker":"Matt Wolach","startTime":1044.05,"endTime":1048.25,"body":"on X, should you also be posting"},{"speaker":"Matt Wolach","startTime":1044.05,"endTime":1048.25,"body":"organically as well to maybe"},{"speaker":"Matt Wolach","startTime":1048.25,"endTime":1051.22,"body":"start building your account? Or"},{"speaker":"Matt Wolach","startTime":1048.25,"endTime":1051.22,"body":"do people sometimes get stuck?"},{"speaker":"Matt Wolach","startTime":1051.22,"endTime":1053.35,"body":"Because they're like, Well, I"},{"speaker":"Matt Wolach","startTime":1051.22,"endTime":1053.35,"body":"want to advertise on X, but I"},{"speaker":"Matt Wolach","startTime":1053.35,"endTime":1055.66,"body":"should be posting organically, I"},{"speaker":"Matt Wolach","startTime":1053.35,"endTime":1055.66,"body":"don't have time to do that yet."},{"speaker":"Matt Wolach","startTime":1055.66,"endTime":1058.69,"body":"So I'm just not going to"},{"speaker":"Matt Wolach","startTime":1055.66,"endTime":1058.69,"body":"advertise yet. What's your take"},{"speaker":"Matt Wolach","startTime":1058.69,"endTime":1059.23,"body":"on all that?"},{"speaker":"Chris Orzechowski","startTime":1059.93,"endTime":1063.2,"body":"You don't"},{"speaker":"Chris Orzechowski","startTime":1059.93,"endTime":1063.2,"body":"need to I think it helps. You"},{"speaker":"Chris Orzechowski","startTime":1063.2,"endTime":1066.71,"body":"know, I think in general, any"},{"speaker":"Chris Orzechowski","startTime":1063.2,"endTime":1066.71,"body":"platform, the more content you"},{"speaker":"Chris Orzechowski","startTime":1066.71,"endTime":1070.13,"body":"have out there, I view it as"},{"speaker":"Chris Orzechowski","startTime":1066.71,"endTime":1070.13,"body":"like owning, it's like the"},{"speaker":"Chris Orzechowski","startTime":1070.13,"endTime":1072.14,"body":"Monopoly board, it's like, the"},{"speaker":"Chris Orzechowski","startTime":1070.13,"endTime":1072.14,"body":"more properties you own the"},{"speaker":"Chris Orzechowski","startTime":1072.14,"endTime":1074.03,"body":"Monopoly board, the more money"},{"speaker":"Chris Orzechowski","startTime":1072.14,"endTime":1074.03,"body":"you're gonna make, because the"},{"speaker":"Chris Orzechowski","startTime":1074.03,"endTime":1075.77,"body":"more chances someone's gonna"},{"speaker":"Chris Orzechowski","startTime":1074.03,"endTime":1075.77,"body":"land on your properties, you're"},{"speaker":"Chris Orzechowski","startTime":1075.77,"endTime":1077.87,"body":"gonna get paid, right. And"},{"speaker":"Chris Orzechowski","startTime":1075.77,"endTime":1077.87,"body":"that's always the analogy I like"},{"speaker":"Chris Orzechowski","startTime":1077.87,"endTime":1080.18,"body":"to use. So I think it helps, I"},{"speaker":"Chris Orzechowski","startTime":1077.87,"endTime":1080.18,"body":"don't think it's completely"},{"speaker":"Chris Orzechowski","startTime":1080.18,"endTime":1083.99,"body":"necessary. I've seen some"},{"speaker":"Chris Orzechowski","startTime":1080.18,"endTime":1083.99,"body":"companies that absolutely crush"},{"speaker":"Chris Orzechowski","startTime":1083.99,"endTime":1087.71,"body":"and they'll have 1300 followers,"},{"speaker":"Chris Orzechowski","startTime":1083.99,"endTime":1087.71,"body":"and, you know, they'll post"},{"speaker":"Chris Orzechowski","startTime":1087.71,"endTime":1090.02,"body":"every, you know, once a month,"},{"speaker":"Chris Orzechowski","startTime":1087.71,"endTime":1090.02,"body":"twice a month, but they're just"},{"speaker":"Chris Orzechowski","startTime":1090.02,"endTime":1092.27,"body":"so dialed in with the ads, that"},{"speaker":"Chris Orzechowski","startTime":1090.02,"endTime":1092.27,"body":"it doesn't really matter. It"},{"speaker":"Chris Orzechowski","startTime":1092.27,"endTime":1095.96,"body":"really depends on the product."},{"speaker":"Chris Orzechowski","startTime":1092.27,"endTime":1095.96,"body":"But I don't want that to stop"},{"speaker":"Chris Orzechowski","startTime":1095.96,"endTime":1099.74,"body":"people. Because, you know, you"},{"speaker":"Chris Orzechowski","startTime":1095.96,"endTime":1099.74,"body":"don't have to necessarily, it's"},{"speaker":"Chris Orzechowski","startTime":1099.74,"endTime":1103.43,"body":"going to be an accelerant if you"},{"speaker":"Chris Orzechowski","startTime":1099.74,"endTime":1103.43,"body":"do. But again, if you know, if"},{"speaker":"Chris Orzechowski","startTime":1103.43,"endTime":1105.5,"body":"you're just posting, you know,"},{"speaker":"Chris Orzechowski","startTime":1103.43,"endTime":1105.5,"body":"one piece a week, but it's"},{"speaker":"Chris Orzechowski","startTime":1105.5,"endTime":1108.62,"body":"really insightful, and then you"},{"speaker":"Chris Orzechowski","startTime":1105.5,"endTime":1108.62,"body":"turn those in the ads. And all"},{"speaker":"Chris Orzechowski","startTime":1108.62,"endTime":1110.84,"body":"you have to do is there's this"},{"speaker":"Chris Orzechowski","startTime":1108.62,"endTime":1110.84,"body":"button in the ads manager that"},{"speaker":"Chris Orzechowski","startTime":1111.05,"endTime":1114.14,"body":"when you do an engagement"},{"speaker":"Chris Orzechowski","startTime":1111.05,"endTime":1114.14,"body":"campaign, it says Use existing"},{"speaker":"Chris Orzechowski","startTime":1114.17,"endTime":1116.9,"body":"ad and then you could just pull"},{"speaker":"Chris Orzechowski","startTime":1114.17,"endTime":1116.9,"body":"the ad right into the ads"},{"speaker":"Chris Orzechowski","startTime":1116.9,"endTime":1120.71,"body":"manager, right now the way that"},{"speaker":"Chris Orzechowski","startTime":1116.9,"endTime":1120.71,"body":"it works in the ads manager for"},{"speaker":"Chris Orzechowski","startTime":1120.71,"endTime":1123.92,"body":"the urban side is like you have"},{"speaker":"Chris Orzechowski","startTime":1120.71,"endTime":1123.92,"body":"the character limit. So like you"},{"speaker":"Chris Orzechowski","startTime":1123.92,"endTime":1125.87,"body":"want to type it out, you can"},{"speaker":"Chris Orzechowski","startTime":1123.92,"endTime":1125.87,"body":"type out a long form. But if you"},{"speaker":"Chris Orzechowski","startTime":1125.87,"endTime":1128.33,"body":"use the use the existing ad"},{"speaker":"Chris Orzechowski","startTime":1125.87,"endTime":1128.33,"body":"button, I think it's actually"},{"speaker":"Chris Orzechowski","startTime":1128.33,"endTime":1131.57,"body":"mislabeled it should say use"},{"speaker":"Chris Orzechowski","startTime":1128.33,"endTime":1131.57,"body":"existing post, you could pull an"},{"speaker":"Chris Orzechowski","startTime":1131.57,"endTime":1133.85,"body":"organic post in and run that as"},{"speaker":"Chris Orzechowski","startTime":1131.57,"endTime":1133.85,"body":"an ad. And it'll take all the"},{"speaker":"Chris Orzechowski","startTime":1133.85,"endTime":1135.89,"body":"social proof and everything"},{"speaker":"Chris Orzechowski","startTime":1133.85,"endTime":1135.89,"body":"that's on that post. And then"},{"speaker":"Chris Orzechowski","startTime":1135.89,"endTime":1138.47,"body":"you supply the targeting"},{"speaker":"Chris Orzechowski","startTime":1135.89,"endTime":1138.47,"body":"parameters, and then distribute"},{"speaker":"Chris Orzechowski","startTime":1138.47,"endTime":1143.36,"body":"it. So yeah, I mean, it's not"},{"speaker":"Chris Orzechowski","startTime":1138.47,"endTime":1143.36,"body":"necessary, it can help, but I"},{"speaker":"Chris Orzechowski","startTime":1143.36,"endTime":1145.64,"body":"don't think it should be an"},{"speaker":"Chris Orzechowski","startTime":1143.36,"endTime":1145.64,"body":"obstacle for you to get started."},{"speaker":"Unknown","startTime":1146.48,"endTime":1146.84,"body":"Yeah,"},{"speaker":"Matt Wolach","startTime":1146.5,"endTime":1149.35,"body":"Yeah, great point."},{"speaker":"Matt Wolach","startTime":1146.5,"endTime":1149.35,"body":"And we've talked a lot about,"},{"speaker":"Matt Wolach","startTime":1149.41,"endTime":1152.89,"body":"especially in this podcast, a"},{"speaker":"Matt Wolach","startTime":1149.41,"endTime":1152.89,"body":"lot about the difference between"},{"speaker":"Matt Wolach","startTime":1152.89,"endTime":1155.89,"body":"a company brand and a personal"},{"speaker":"Matt Wolach","startTime":1152.89,"endTime":1155.89,"body":"brand. How do you work with your"},{"speaker":"Matt Wolach","startTime":1155.89,"endTime":1159.52,"body":"clients? Do you recommend the"},{"speaker":"Matt Wolach","startTime":1155.89,"endTime":1159.52,"body":"ads under the company brand or"},{"speaker":"Matt Wolach","startTime":1159.52,"endTime":1160.84,"body":"under the personal brand or"},{"speaker":"Matt Wolach","startTime":1159.52,"endTime":1160.84,"body":"both?"},{"speaker":"Chris Orzechowski","startTime":1161.74,"endTime":1163.75,"body":"I don't think"},{"speaker":"Chris Orzechowski","startTime":1161.74,"endTime":1163.75,"body":"it matters. I've seen people do"},{"speaker":"Chris Orzechowski","startTime":1163.75,"endTime":1167.59,"body":"it both ways. So you can really"},{"speaker":"Chris Orzechowski","startTime":1163.75,"endTime":1167.59,"body":"make it work either way. It's"},{"speaker":"Chris Orzechowski","startTime":1169.06,"endTime":1172.3,"body":"you know, if you are posting"},{"speaker":"Chris Orzechowski","startTime":1169.06,"endTime":1172.3,"body":"more content on one versus the"},{"speaker":"Chris Orzechowski","startTime":1172.3,"endTime":1176.08,"body":"other, then maybe run it from"},{"speaker":"Chris Orzechowski","startTime":1172.3,"endTime":1176.08,"body":"there. But again, it's not gonna"},{"speaker":"Chris Orzechowski","startTime":1176.08,"endTime":1178.24,"body":"matter that much in the grand"},{"speaker":"Chris Orzechowski","startTime":1176.08,"endTime":1178.24,"body":"scheme of things in my opinion."},{"speaker":"Matt Wolach","startTime":1179.14,"endTime":1182.47,"body":"Okay, cool. So, as"},{"speaker":"Matt Wolach","startTime":1179.14,"endTime":1182.47,"body":"we wrap up here, Chris,"},{"speaker":"Matt Wolach","startTime":1182.5,"endTime":1184.99,"body":"businesses, they might be"},{"speaker":"Matt Wolach","startTime":1182.5,"endTime":1184.99,"body":"hesitant about investing in"},{"speaker":"Matt Wolach","startTime":1184.99,"endTime":1187.81,"body":"Twitter advertising, what would"},{"speaker":"Matt Wolach","startTime":1184.99,"endTime":1187.81,"body":"be your advice to them? What"},{"speaker":"Matt Wolach","startTime":1187.81,"endTime":1188.92,"body":"would you share with them?"},{"speaker":"Chris Orzechowski","startTime":1189.47,"endTime":1191.18,"body":"I would say"},{"speaker":"Chris Orzechowski","startTime":1189.47,"endTime":1191.18,"body":"start small. You know, if you"},{"speaker":"Chris Orzechowski","startTime":1191.18,"endTime":1193.76,"body":"have really good content that's"},{"speaker":"Chris Orzechowski","startTime":1191.18,"endTime":1193.76,"body":"worked elsewhere, just start"},{"speaker":"Chris Orzechowski","startTime":1193.76,"endTime":1198.77,"body":"small and see what happens,"},{"speaker":"Chris Orzechowski","startTime":1193.76,"endTime":1198.77,"body":"right. You know, I don't think"},{"speaker":"Chris Orzechowski","startTime":1198.77,"endTime":1201.29,"body":"you have to start spending"},{"speaker":"Chris Orzechowski","startTime":1198.77,"endTime":1201.29,"body":"$1000, $2000, $3,000 a day. I"},{"speaker":"Chris Orzechowski","startTime":1201.29,"endTime":1203.9,"body":"mean, if you're an enormous"},{"speaker":"Chris Orzechowski","startTime":1201.29,"endTime":1203.9,"body":"company, you know, if you're a"},{"speaker":"Chris Orzechowski","startTime":1203.9,"endTime":1206.12,"body":"billion dollar company, then"},{"speaker":"Chris Orzechowski","startTime":1203.9,"endTime":1206.12,"body":"like, yeah, that'd probably be"},{"speaker":"Chris Orzechowski","startTime":1206.15,"endTime":1208.58,"body":"where you want to start. But if"},{"speaker":"Chris Orzechowski","startTime":1206.15,"endTime":1208.58,"body":"you're a smaller company, if"},{"speaker":"Chris Orzechowski","startTime":1208.58,"endTime":1210.95,"body":"you're, you know, seven figures,"},{"speaker":"Chris Orzechowski","startTime":1208.58,"endTime":1210.95,"body":"or multiple, six figures,"},{"speaker":"Chris Orzechowski","startTime":1210.95,"endTime":1213.17,"body":"whatever it is, you're just kind"},{"speaker":"Chris Orzechowski","startTime":1210.95,"endTime":1213.17,"body":"of just getting started. You"},{"speaker":"Chris Orzechowski","startTime":1213.17,"endTime":1215.96,"body":"know, I have clients start with"},{"speaker":"Chris Orzechowski","startTime":1213.17,"endTime":1215.96,"body":"$10 a day, and doesn't seem like"},{"speaker":"Chris Orzechowski","startTime":1215.96,"endTime":1218.21,"body":"a lot. But again, if you're"},{"speaker":"Chris Orzechowski","startTime":1215.96,"endTime":1218.21,"body":"reaching 10,000 people a day"},{"speaker":"Chris Orzechowski","startTime":1218.24,"endTime":1220.34,"body":"with your ads, because the CPMs"},{"speaker":"Chris Orzechowski","startTime":1218.24,"endTime":1220.34,"body":"are so low, if you're getting"},{"speaker":"Chris Orzechowski","startTime":1220.34,"endTime":1224.12,"body":"dollar CPMs, or even $2, CPMs,"},{"speaker":"Chris Orzechowski","startTime":1220.34,"endTime":1224.12,"body":"or reaching 5000 people, you're"},{"speaker":"Chris Orzechowski","startTime":1224.12,"endTime":1227.39,"body":"gonna get feedback pretty fast,"},{"speaker":"Chris Orzechowski","startTime":1224.12,"endTime":1227.39,"body":"which is nice. You're gonna get"},{"speaker":"Chris Orzechowski","startTime":1227.39,"endTime":1230.72,"body":"a, I think, a pretty"},{"speaker":"Chris Orzechowski","startTime":1227.39,"endTime":1230.72,"body":"statistical, a good statistical"},{"speaker":"Chris Orzechowski","startTime":1230.72,"endTime":1234.8,"body":"significance, you know, 10, 15"},{"speaker":"Chris Orzechowski","startTime":1230.72,"endTime":1234.8,"body":"20 bucks a day, I look at it"},{"speaker":"Chris Orzechowski","startTime":1234.8,"endTime":1236.9,"body":"like investment to like, if you"},{"speaker":"Chris Orzechowski","startTime":1234.8,"endTime":1236.9,"body":"are committed to growing with"},{"speaker":"Chris Orzechowski","startTime":1236.9,"endTime":1240.23,"body":"ads, I mean, that's the"},{"speaker":"Chris Orzechowski","startTime":1236.9,"endTime":1240.23,"body":"ultimate, like, when you have an"},{"speaker":"Chris Orzechowski","startTime":1240.23,"endTime":1242.9,"body":"ad funnel, where you can put $1"},{"speaker":"Chris Orzechowski","startTime":1240.23,"endTime":1242.9,"body":"and get more than dollar back,"},{"speaker":"Chris Orzechowski","startTime":1243.32,"endTime":1245.78,"body":"and an advantageous timeline for"},{"speaker":"Chris Orzechowski","startTime":1243.32,"endTime":1245.78,"body":"you that works for your"},{"speaker":"Chris Orzechowski","startTime":1245.78,"endTime":1249.2,"body":"business. It's like playing the"},{"speaker":"Chris Orzechowski","startTime":1245.78,"endTime":1249.2,"body":"game with cheat codes, you know,"},{"speaker":"Chris Orzechowski","startTime":1249.2,"endTime":1252.29,"body":"I mean, it's, it's so much"},{"speaker":"Chris Orzechowski","startTime":1249.2,"endTime":1252.29,"body":"easier, because, you know, you"},{"speaker":"Chris Orzechowski","startTime":1252.29,"endTime":1255.83,"body":"have a scalable system now, and"},{"speaker":"Chris Orzechowski","startTime":1252.29,"endTime":1255.83,"body":"it works without you because you"},{"speaker":"Chris Orzechowski","startTime":1255.83,"endTime":1257.78,"body":"know, you're spending money,"},{"speaker":"Chris Orzechowski","startTime":1255.83,"endTime":1257.78,"body":"you're getting the money back"},{"speaker":"Chris Orzechowski","startTime":1257.78,"endTime":1261.02,"body":"and you're getting the customer,"},{"speaker":"Chris Orzechowski","startTime":1257.78,"endTime":1261.02,"body":"right, so most SaaS businesses"},{"speaker":"Chris Orzechowski","startTime":1261.02,"endTime":1264.59,"body":"just about I mean, I'd say what"},{"speaker":"Chris Orzechowski","startTime":1261.02,"endTime":1264.59,"body":"90 95% They operate on monthly"},{"speaker":"Chris Orzechowski","startTime":1264.59,"endTime":1268.1,"body":"recurring revenue or annual"},{"speaker":"Chris Orzechowski","startTime":1264.59,"endTime":1268.1,"body":"subscription plans. So you have"},{"speaker":"Chris Orzechowski","startTime":1268.1,"endTime":1270.38,"body":"rebuilds built in, right. So if"},{"speaker":"Chris Orzechowski","startTime":1268.1,"endTime":1270.38,"body":"you know what your lifetime"},{"speaker":"Chris Orzechowski","startTime":1270.38,"endTime":1272.75,"body":"value is, and you know what you"},{"speaker":"Chris Orzechowski","startTime":1270.38,"endTime":1272.75,"body":"have to pay to acquire customer,"},{"speaker":"Chris Orzechowski","startTime":1272.93,"endTime":1274.85,"body":"even if you break even on the"},{"speaker":"Chris Orzechowski","startTime":1272.93,"endTime":1274.85,"body":"front end, right? Even if you"},{"speaker":"Chris Orzechowski","startTime":1274.85,"endTime":1277.52,"body":"have to spend $100 to get $100"},{"speaker":"Chris Orzechowski","startTime":1274.85,"endTime":1277.52,"body":"month purchase, or whatever it"},{"speaker":"Chris Orzechowski","startTime":1277.52,"endTime":1280.4,"body":"is, that's fine, because month"},{"speaker":"Chris Orzechowski","startTime":1277.52,"endTime":1280.4,"body":"to year, you're all profit,"},{"speaker":"Chris Orzechowski","startTime":1280.43,"endTime":1282.74,"body":"right? And then from there on"},{"speaker":"Chris Orzechowski","startTime":1280.43,"endTime":1282.74,"body":"out, you now own that customer."},{"speaker":"Matt Wolach","startTime":1284.04,"endTime":1285.96,"body":"Totally agree, I"},{"speaker":"Matt Wolach","startTime":1284.04,"endTime":1285.96,"body":"think it's amazing. And one of"},{"speaker":"Matt Wolach","startTime":1285.96,"endTime":1289.89,"body":"the things I've learned in terms"},{"speaker":"Matt Wolach","startTime":1285.96,"endTime":1289.89,"body":"of advertising on any platform"},{"speaker":"Matt Wolach","startTime":1289.89,"endTime":1292.47,"body":"is if you go into it as a"},{"speaker":"Matt Wolach","startTime":1289.89,"endTime":1292.47,"body":"rookie, and you don't know what"},{"speaker":"Matt Wolach","startTime":1292.47,"endTime":1294.63,"body":"you're doing, you're gonna"},{"speaker":"Matt Wolach","startTime":1292.47,"endTime":1294.63,"body":"probably waste a lot of time and"},{"speaker":"Matt Wolach","startTime":1294.63,"endTime":1297.51,"body":"money. So have an expert. So"},{"speaker":"Matt Wolach","startTime":1294.63,"endTime":1297.51,"body":"Chris, it's awesome that you've"},{"speaker":"Matt Wolach","startTime":1297.51,"endTime":1299.61,"body":"come in and share this anybody"},{"speaker":"Matt Wolach","startTime":1297.51,"endTime":1299.61,"body":"out there if you guys are"},{"speaker":"Matt Wolach","startTime":1299.61,"endTime":1302.49,"body":"thinking of, hey, I think I want"},{"speaker":"Matt Wolach","startTime":1299.61,"endTime":1302.49,"body":"to do this definitely talk to"},{"speaker":"Matt Wolach","startTime":1302.49,"endTime":1305.97,"body":"Chris. He's the expert at this,"},{"speaker":"Matt Wolach","startTime":1302.49,"endTime":1305.97,"body":"Chris, we're the best places"},{"speaker":"Matt Wolach","startTime":1305.97,"endTime":1307.89,"body":"that people can get a hold of"},{"speaker":"Matt Wolach","startTime":1305.97,"endTime":1307.89,"body":"you and learn more about how you"},{"speaker":"Matt Wolach","startTime":1307.89,"endTime":1308.34,"body":"can help."},{"speaker":"Chris Orzechowski","startTime":1308.96,"endTime":1310.52,"body":"If you want"},{"speaker":"Chris Orzechowski","startTime":1308.96,"endTime":1310.52,"body":"to reach out to me on X, my"},{"speaker":"Chris Orzechowski","startTime":1310.52,"endTime":1319.22,"body":"handle is @chrisorzy. You can"},{"speaker":"Chris Orzechowski","startTime":1310.52,"endTime":1319.22,"body":"also go to 100yearbrand.co"},{"speaker":"Chris Orzechowski","startTime":1319.25,"endTime":1323.21,"body":"That's like my main site for"},{"speaker":"Chris Orzechowski","startTime":1319.25,"endTime":1323.21,"body":"consulting started from email"},{"speaker":"Chris Orzechowski","startTime":1323.21,"endTime":1326.33,"body":"list is something I talk about."},{"speaker":"Chris Orzechowski","startTime":1323.21,"endTime":1326.33,"body":"And I also have a newsletter on"},{"speaker":"Chris Orzechowski","startTime":1326.33,"endTime":1329.15,"body":"beehive it's called"},{"speaker":"Chris Orzechowski","startTime":1326.33,"endTime":1329.15,"body":"\"Xvertising\". Think it's"},{"speaker":"Chris Orzechowski","startTime":1329.81,"endTime":1333.89,"body":"Xvertising.beehive.com. I think"},{"speaker":"Chris Orzechowski","startTime":1329.81,"endTime":1333.89,"body":"that's the URL probably should"},{"speaker":"Chris Orzechowski","startTime":1333.89,"endTime":1337.31,"body":"get a custom URL at some point."},{"speaker":"Chris Orzechowski","startTime":1333.89,"endTime":1337.31,"body":"But I'm just using the free one."},{"speaker":"Chris Orzechowski","startTime":1337.64,"endTime":1341.51,"body":"But I published a newsletter"},{"speaker":"Chris Orzechowski","startTime":1337.64,"endTime":1341.51,"body":"every week about x ads and just"},{"speaker":"Chris Orzechowski","startTime":1341.51,"endTime":1343.91,"body":"you know deep results from"},{"speaker":"Chris Orzechowski","startTime":1341.51,"endTime":1343.91,"body":"experiments that I'm running and"},{"speaker":"Chris Orzechowski","startTime":1344.06,"endTime":1346.34,"body":"things that I'm learning as I've"},{"speaker":"Chris Orzechowski","startTime":1344.06,"endTime":1346.34,"body":"been you know, experimenting"},{"speaker":"Chris Orzechowski","startTime":1346.34,"endTime":1349.46,"body":"with the platform and talking"},{"speaker":"Chris Orzechowski","startTime":1346.34,"endTime":1349.46,"body":"with people internally on the"},{"speaker":"Chris Orzechowski","startTime":1349.46,"endTime":1352.55,"body":"team and sharing what I've"},{"speaker":"Chris Orzechowski","startTime":1349.46,"endTime":1352.55,"body":"learned so a lot of free stuff"},{"speaker":"Chris Orzechowski","startTime":1352.55,"endTime":1354.38,"body":"there. I've published eight"},{"speaker":"Chris Orzechowski","startTime":1352.55,"endTime":1354.38,"body":"issues so far published one"},{"speaker":"Chris Orzechowski","startTime":1354.38,"endTime":1357.29,"body":"every week and you know, it's"},{"speaker":"Chris Orzechowski","startTime":1354.38,"endTime":1357.29,"body":"it's a it's a good if you want"},{"speaker":"Chris Orzechowski","startTime":1357.29,"endTime":1358.97,"body":"to do it yourself. There's a lot"},{"speaker":"Chris Orzechowski","startTime":1357.29,"endTime":1358.97,"body":"of good info in there. And and"},{"speaker":"Chris Orzechowski","startTime":1358.97,"endTime":1360.83,"body":"obviously, if you want help"},{"speaker":"Chris Orzechowski","startTime":1358.97,"endTime":1360.83,"body":"always reach out to me too."},{"speaker":"Matt Wolach","startTime":1361.94,"endTime":1363.68,"body":"Okay, perfect."},{"speaker":"Matt Wolach","startTime":1361.94,"endTime":1363.68,"body":"That's really, really helpful"},{"speaker":"Matt Wolach","startTime":1363.68,"endTime":1365.54,"body":"stuff. We'll put all that into"},{"speaker":"Matt Wolach","startTime":1363.68,"endTime":1365.54,"body":"the show notes. So if you're"},{"speaker":"Matt Wolach","startTime":1365.54,"endTime":1367.64,"body":"listening right now, go ahead"},{"speaker":"Matt Wolach","startTime":1365.54,"endTime":1367.64,"body":"and grab it right there. But,"},{"speaker":"Matt Wolach","startTime":1367.97,"endTime":1370.04,"body":"Chris, this has been great."},{"speaker":"Matt Wolach","startTime":1367.97,"endTime":1370.04,"body":"Thanks so much for coming in and"},{"speaker":"Matt Wolach","startTime":1370.04,"endTime":1370.76,"body":"sharing all this."},{"speaker":"Chris Orzechowski","startTime":1371.0,"endTime":1372.44,"body":"Thank you for"},{"speaker":"Chris Orzechowski","startTime":1371.0,"endTime":1372.44,"body":"having me, Matt. Appreciate you."},{"speaker":"Matt Wolach","startTime":1373.25,"endTime":1375.38,"body":"Absolutely. And"},{"speaker":"Matt Wolach","startTime":1373.25,"endTime":1375.38,"body":"everybody out there. Thank you"},{"speaker":"Matt Wolach","startTime":1375.38,"endTime":1377.81,"body":"for being here as well. Again,"},{"speaker":"Matt Wolach","startTime":1375.38,"endTime":1377.81,"body":"make sure you are subscribed,"},{"speaker":"Matt Wolach","startTime":1377.81,"endTime":1380.24,"body":"you do not want to miss any"},{"speaker":"Matt Wolach","startTime":1377.81,"endTime":1380.24,"body":"other experts coming up. We're"},{"speaker":"Matt Wolach","startTime":1380.24,"endTime":1383.18,"body":"gonna drop gold like Chris just"},{"speaker":"Matt Wolach","startTime":1380.24,"endTime":1383.18,"body":"did for us. So hit that"},{"speaker":"Matt Wolach","startTime":1383.18,"endTime":1385.34,"body":"subscribe button, you'll be good"},{"speaker":"Matt Wolach","startTime":1383.18,"endTime":1385.34,"body":"to go. Also, we're looking for"},{"speaker":"Matt Wolach","startTime":1385.34,"endTime":1387.65,"body":"reviews. So if you think this is"},{"speaker":"Matt Wolach","startTime":1385.34,"endTime":1387.65,"body":"really helpful, if you think"},{"speaker":"Matt Wolach","startTime":1387.65,"endTime":1390.65,"body":"you're growing from this, please"},{"speaker":"Matt Wolach","startTime":1387.65,"endTime":1390.65,"body":"give us a good review. That way"},{"speaker":"Matt Wolach","startTime":1390.65,"endTime":1392.78,"body":"other people will notice this"},{"speaker":"Matt Wolach","startTime":1390.65,"endTime":1392.78,"body":"and you'll be helping the"},{"speaker":"Matt Wolach","startTime":1392.78,"endTime":1395.27,"body":"community at large. Thank you"},{"speaker":"Matt Wolach","startTime":1392.78,"endTime":1395.27,"body":"very much for being here and"},{"speaker":"Matt Wolach","startTime":1395.27,"endTime":1396.53,"body":"we'll see you next time. Take"},{"speaker":"Matt Wolach","startTime":1395.27,"endTime":1396.53,"body":"care"}]}