{"version":"1.0.0","segments":[{"speaker":"Dominica Lumazar","startTime":4.08,"endTime":6.87,"body":"It's Christmas"},{"speaker":"Dominica Lumazar","startTime":4.08,"endTime":6.87,"body":"week."},{"speaker":"Rory Carruthers","startTime":7.5,"endTime":10.83,"body":"Welcome to the"},{"speaker":"Rory Carruthers","startTime":7.5,"endTime":10.83,"body":"Christmas episode of The BPB"},{"speaker":"Rory Carruthers","startTime":10.98,"endTime":14.58,"body":"Podcast. I am not Dominica"},{"speaker":"Rory Carruthers","startTime":10.98,"endTime":14.58,"body":"Lumazar."},{"speaker":"Dominica Lumazar","startTime":16.56,"endTime":18.33,"body":"And I'm"},{"speaker":"Dominica Lumazar","startTime":16.56,"endTime":18.33,"body":"definitely not Rory Carruthers."},{"speaker":"Rory Carruthers","startTime":20.79,"endTime":23.94,"body":"But this is the"},{"speaker":"Rory Carruthers","startTime":20.79,"endTime":23.94,"body":"bpb podcast and this week we are"},{"speaker":"Rory Carruthers","startTime":23.94,"endTime":28.11,"body":"going to be talking about how to"},{"speaker":"Rory Carruthers","startTime":23.94,"endTime":28.11,"body":"build your personal brand."},{"speaker":"Dominica Lumazar","startTime":28.26,"endTime":30.48,"body":"How to build"},{"speaker":"Dominica Lumazar","startTime":28.26,"endTime":30.48,"body":"your brand. It's my favorite"},{"speaker":"Dominica Lumazar","startTime":30.48,"endTime":34.77,"body":"topic in the entire universe. So"},{"speaker":"Dominica Lumazar","startTime":30.48,"endTime":34.77,"body":"hold on to your Santa hats"},{"speaker":"Dominica Lumazar","startTime":34.77,"endTime":37.23,"body":"people, because this is going to"},{"speaker":"Dominica Lumazar","startTime":34.77,"endTime":37.23,"body":"be a good one."},{"speaker":"Rory Carruthers","startTime":39.0,"endTime":44.37,"body":"So, fun fact,"},{"speaker":"Rory Carruthers","startTime":39.0,"endTime":44.37,"body":"since Christmas, we have our"},{"speaker":"Rory Carruthers","startTime":44.49,"endTime":47.13,"body":"Christmas sweaters on. Yes, I"},{"speaker":"Rory Carruthers","startTime":44.49,"endTime":47.13,"body":"hope you're watching this on"},{"speaker":"Rory Carruthers","startTime":47.13,"endTime":47.7,"body":"video because"},{"speaker":"Dominica Lumazar","startTime":49.5,"endTime":51.18,"body":"it's gonna be"},{"speaker":"Dominica Lumazar","startTime":49.5,"endTime":51.18,"body":"mighty confusing if you're not"},{"speaker":"Dominica Lumazar","startTime":51.18,"endTime":54.21,"body":"actually so we highly encourage"},{"speaker":"Dominica Lumazar","startTime":51.18,"endTime":54.21,"body":"that you just like stop"},{"speaker":"Dominica Lumazar","startTime":54.21,"endTime":58.02,"body":"listening. Go to YouTube because"},{"speaker":"Dominica Lumazar","startTime":54.21,"endTime":58.02,"body":"you're gonna want to see more"},{"speaker":"Dominica Lumazar","startTime":58.02,"endTime":60.57,"body":"what is on your super ugly"},{"speaker":"Dominica Lumazar","startTime":58.02,"endTime":60.57,"body":"sweater you have on."},{"speaker":"Rory Carruthers","startTime":62.19,"endTime":66.51,"body":"I have a cat"},{"speaker":"Rory Carruthers","startTime":62.19,"endTime":66.51,"body":"and he's he's got a little scarf"},{"speaker":"Rory Carruthers","startTime":66.57,"endTime":70.17,"body":"that hangs off at night. And"},{"speaker":"Rory Carruthers","startTime":66.57,"endTime":70.17,"body":"he's got some What do you call"},{"speaker":"Rory Carruthers","startTime":70.17,"endTime":74.7,"body":"this? tensile? tensile? Yeah."},{"speaker":"Rory Carruthers","startTime":70.17,"endTime":74.7,"body":"tensile"},{"speaker":"Dominica Lumazar","startTime":75.24,"endTime":77.94,"body":"is on? Is"},{"speaker":"Dominica Lumazar","startTime":75.24,"endTime":77.94,"body":"there a little booties? Oh,"},{"speaker":"Dominica Lumazar","startTime":77.94,"endTime":78.39,"body":"yeah."},{"speaker":"Rory Carruthers","startTime":79.95,"endTime":82.68,"body":"Yeah, those are"},{"speaker":"Rory Carruthers","startTime":79.95,"endTime":82.68,"body":"booties. And yeah, this is in"},{"speaker":"Rory Carruthers","startTime":82.71,"endTime":86.04,"body":"honor of my my cat speech who"},{"speaker":"Rory Carruthers","startTime":82.71,"endTime":86.04,"body":"passed away this year."},{"speaker":"Dominica Lumazar","startTime":86.13,"endTime":89.43,"body":"Oh, rip"},{"speaker":"Dominica Lumazar","startTime":86.13,"endTime":89.43,"body":"speech. coolest cat ever."},{"speaker":"Rory Carruthers","startTime":89.58,"endTime":90.09,"body":"Oh,"},{"speaker":"Dominica Lumazar","startTime":90.54,"endTime":91.95,"body":"I do love that"},{"speaker":"Dominica Lumazar","startTime":90.54,"endTime":91.95,"body":"sweater, though. I have to say"},{"speaker":"Dominica Lumazar","startTime":91.95,"endTime":96.3,"body":"I'm a little jealous. As you're"},{"speaker":"Dominica Lumazar","startTime":91.95,"endTime":96.3,"body":"saying it does. So my sweater"},{"speaker":"Dominica Lumazar","startTime":96.3,"endTime":98.52,"body":"says bite me. I'll back up. So"},{"speaker":"Dominica Lumazar","startTime":96.3,"endTime":98.52,"body":"you can see what we got going on"},{"speaker":"Dominica Lumazar","startTime":98.52,"endTime":103.65,"body":"here. This was this was a gift"},{"speaker":"Dominica Lumazar","startTime":98.52,"endTime":103.65,"body":"from my husband last year. And"},{"speaker":"Dominica Lumazar","startTime":103.89,"endTime":107.64,"body":"it's the best thing ever. I will"},{"speaker":"Dominica Lumazar","startTime":103.89,"endTime":107.64,"body":"always have this sweater. Yes,"},{"speaker":"Dominica Lumazar","startTime":107.76,"endTime":110.31,"body":"it's a little gingerbread man."},{"speaker":"Dominica Lumazar","startTime":107.76,"endTime":110.31,"body":"It says by me, it's"},{"speaker":"Dominica Lumazar","startTime":110.31,"endTime":114.36,"body":"fantastically hideous, and"},{"speaker":"Dominica Lumazar","startTime":110.31,"endTime":114.36,"body":"really makes me smile. I'm just"},{"speaker":"Dominica Lumazar","startTime":114.36,"endTime":116.67,"body":"jealous of your hat. That's"},{"speaker":"Dominica Lumazar","startTime":114.36,"endTime":116.67,"body":"really what it comes down to. We"},{"speaker":"Dominica Lumazar","startTime":116.67,"endTime":118.98,"body":"have decorations and all kinds"},{"speaker":"Dominica Lumazar","startTime":116.67,"endTime":118.98,"body":"of fun things because it is"},{"speaker":"Dominica Lumazar","startTime":118.98,"endTime":122.34,"body":"Christmas week and 2020 is so"},{"speaker":"Dominica Lumazar","startTime":118.98,"endTime":122.34,"body":"weird. So let's just make it a"},{"speaker":"Dominica Lumazar","startTime":122.34,"endTime":126.33,"body":"little bit weirder with having"},{"speaker":"Dominica Lumazar","startTime":122.34,"endTime":126.33,"body":"our own virtual Christmas party."},{"speaker":"Dominica Lumazar","startTime":126.87,"endTime":129.69,"body":"All right, so we're just going"},{"speaker":"Dominica Lumazar","startTime":126.87,"endTime":129.69,"body":"to jump right into it. And we're"},{"speaker":"Dominica Lumazar","startTime":129.69,"endTime":135.21,"body":"going to just immediately talk"},{"speaker":"Dominica Lumazar","startTime":129.69,"endTime":135.21,"body":"about establishing branding. But"},{"speaker":"Dominica Lumazar","startTime":135.21,"endTime":138.09,"body":"let's start with the basics"},{"speaker":"Dominica Lumazar","startTime":135.21,"endTime":138.09,"body":"here. And if you know what we're"},{"speaker":"Dominica Lumazar","startTime":138.09,"endTime":140.76,"body":"talking about, continue to"},{"speaker":"Dominica Lumazar","startTime":138.09,"endTime":140.76,"body":"listen, because I feel like"},{"speaker":"Dominica Lumazar","startTime":140.76,"endTime":142.92,"body":"there's going to be a lot of"},{"speaker":"Dominica Lumazar","startTime":140.76,"endTime":142.92,"body":"golden nuggets in here that"},{"speaker":"Dominica Lumazar","startTime":142.92,"endTime":146.52,"body":"maybe you haven't thought about"},{"speaker":"Dominica Lumazar","startTime":142.92,"endTime":146.52,"body":"before. Branding changes all the"},{"speaker":"Dominica Lumazar","startTime":146.52,"endTime":149.76,"body":"time. And we're also going to"},{"speaker":"Dominica Lumazar","startTime":146.52,"endTime":149.76,"body":"talk about what it looks like to"},{"speaker":"Dominica Lumazar","startTime":149.76,"endTime":152.7,"body":"rebrand a little later in the"},{"speaker":"Dominica Lumazar","startTime":149.76,"endTime":152.7,"body":"episode of fastest stage you're"},{"speaker":"Dominica Lumazar","startTime":152.7,"endTime":156.06,"body":"currently in. But right off the"},{"speaker":"Dominica Lumazar","startTime":152.7,"endTime":156.06,"body":"bat. And Rory, I want to I want"},{"speaker":"Dominica Lumazar","startTime":156.06,"endTime":160.02,"body":"to have you answer this because"},{"speaker":"Dominica Lumazar","startTime":156.06,"endTime":160.02,"body":"establishing branding. What that"},{"speaker":"Dominica Lumazar","startTime":160.11,"endTime":164.25,"body":"truly means is you're you're"},{"speaker":"Dominica Lumazar","startTime":160.11,"endTime":164.25,"body":"figuring out how to tell your"},{"speaker":"Dominica Lumazar","startTime":164.25,"endTime":167.07,"body":"story through your brand. So can"},{"speaker":"Dominica Lumazar","startTime":164.25,"endTime":167.07,"body":"you talk to that a little bit?"},{"speaker":"Rory Carruthers","startTime":168.63,"endTime":170.7,"body":"Okay, well, you"},{"speaker":"Rory Carruthers","startTime":168.63,"endTime":170.7,"body":"know, when we're developing our"},{"speaker":"Rory Carruthers","startTime":170.7,"endTime":175.35,"body":"story, we got to look at like,"},{"speaker":"Rory Carruthers","startTime":170.7,"endTime":175.35,"body":"what, what is the story that we"},{"speaker":"Rory Carruthers","startTime":175.35,"endTime":179.04,"body":"need to actually share with"},{"speaker":"Rory Carruthers","startTime":175.35,"endTime":179.04,"body":"people? What's the thing that's"},{"speaker":"Rory Carruthers","startTime":179.04,"endTime":181.83,"body":"going to be compelling to"},{"speaker":"Rory Carruthers","startTime":179.04,"endTime":181.83,"body":"motivate them to have a"},{"speaker":"Rory Carruthers","startTime":181.83,"endTime":187.95,"body":"connection with you and your"},{"speaker":"Rory Carruthers","startTime":181.83,"endTime":187.95,"body":"business? And also, what is the"},{"speaker":"Rory Carruthers","startTime":187.95,"endTime":191.13,"body":"story that is going to reach"},{"speaker":"Rory Carruthers","startTime":187.95,"endTime":191.13,"body":"them emotionally, that they're"},{"speaker":"Rory Carruthers","startTime":191.13,"endTime":195.15,"body":"going to want to purchase from"},{"speaker":"Rory Carruthers","startTime":191.13,"endTime":195.15,"body":"you and believe in what it is"},{"speaker":"Rory Carruthers","startTime":195.15,"endTime":198.51,"body":"you're doing in your business?"},{"speaker":"Rory Carruthers","startTime":195.15,"endTime":198.51,"body":"Right? What are some strategies"},{"speaker":"Rory Carruthers","startTime":198.51,"endTime":201.15,"body":"that like, where do you start"},{"speaker":"Rory Carruthers","startTime":198.51,"endTime":201.15,"body":"when you're looking at"},{"speaker":"Rory Carruthers","startTime":201.21,"endTime":203.7,"body":"developing the story for a"},{"speaker":"Rory Carruthers","startTime":201.21,"endTime":203.7,"body":"brand?"},{"speaker":"Dominica Lumazar","startTime":203.849,"endTime":206.459,"body":"It's a great"},{"speaker":"Dominica Lumazar","startTime":203.849,"endTime":206.459,"body":"question. So I always start"},{"speaker":"Dominica Lumazar","startTime":206.459,"endTime":211.979,"body":"with, why and how did we get"},{"speaker":"Dominica Lumazar","startTime":206.459,"endTime":211.979,"body":"here? So say, it's like a client"},{"speaker":"Dominica Lumazar","startTime":211.979,"endTime":214.829,"body":"comes to me, right? And they"},{"speaker":"Dominica Lumazar","startTime":211.979,"endTime":214.829,"body":"say, I've got this great idea"},{"speaker":"Dominica Lumazar","startTime":214.829,"endTime":220.349,"body":"for a golf club company. Okay,"},{"speaker":"Dominica Lumazar","startTime":214.829,"endTime":220.349,"body":"well, tell me how we got here."},{"speaker":"Dominica Lumazar","startTime":220.349,"endTime":222.959,"body":"Like, why is that something you"},{"speaker":"Dominica Lumazar","startTime":220.349,"endTime":222.959,"body":"have an interest in? and usually"},{"speaker":"Dominica Lumazar","startTime":222.959,"endTime":226.019,"body":"it comes down to like, I really"},{"speaker":"Dominica Lumazar","startTime":222.959,"endTime":226.019,"body":"like golf, people. That's not"},{"speaker":"Dominica Lumazar","startTime":226.019,"endTime":229.589,"body":"enough. Let's let's get down to"},{"speaker":"Dominica Lumazar","startTime":226.019,"endTime":229.589,"body":"more nitty gritty like, did you"},{"speaker":"Dominica Lumazar","startTime":229.589,"endTime":234.629,"body":"grow up playing golf with a"},{"speaker":"Dominica Lumazar","startTime":229.589,"endTime":234.629,"body":"great uncle? Did you? Is there a"},{"speaker":"Dominica Lumazar","startTime":234.629,"endTime":238.679,"body":"story around how you thought of"},{"speaker":"Dominica Lumazar","startTime":234.629,"endTime":238.679,"body":"this great idea? Like, how did"},{"speaker":"Dominica Lumazar","startTime":238.679,"endTime":242.039,"body":"you come to this epiphany to get"},{"speaker":"Dominica Lumazar","startTime":238.679,"endTime":242.039,"body":"to this point. And more often"},{"speaker":"Dominica Lumazar","startTime":242.039,"endTime":244.739,"body":"than not, there's always there's"},{"speaker":"Dominica Lumazar","startTime":242.039,"endTime":244.739,"body":"always going to be some sort of"},{"speaker":"Dominica Lumazar","startTime":244.739,"endTime":247.979,"body":"story where it starts with a"},{"speaker":"Dominica Lumazar","startTime":244.739,"endTime":247.979,"body":"Yeah, you know, it was a really"},{"speaker":"Dominica Lumazar","startTime":247.979,"endTime":252.299,"body":"beautiful sunny day, I was out"},{"speaker":"Dominica Lumazar","startTime":247.979,"endTime":252.299,"body":"on the green. Maybe I was having"},{"speaker":"Dominica Lumazar","startTime":252.299,"endTime":254.849,"body":"a couple of drinks, my family"},{"speaker":"Dominica Lumazar","startTime":252.299,"endTime":254.849,"body":"was all around me. And I had"},{"speaker":"Dominica Lumazar","startTime":254.849,"endTime":258.719,"body":"this great feeling. And I"},{"speaker":"Dominica Lumazar","startTime":254.849,"endTime":258.719,"body":"thought of this idea. So when"},{"speaker":"Dominica Lumazar","startTime":258.719,"endTime":263.459,"body":"you have that feeling, that's"},{"speaker":"Dominica Lumazar","startTime":258.719,"endTime":263.459,"body":"what we need to put into the"},{"speaker":"Dominica Lumazar","startTime":263.459,"endTime":268.169,"body":"brand. We need to somehow within"},{"speaker":"Dominica Lumazar","startTime":263.459,"endTime":268.169,"body":"five seconds or less. And we'll"},{"speaker":"Dominica Lumazar","startTime":268.169,"endTime":272.669,"body":"talk about the five second rule."},{"speaker":"Dominica Lumazar","startTime":268.169,"endTime":272.669,"body":"We need to somehow develop a"},{"speaker":"Dominica Lumazar","startTime":272.669,"endTime":277.289,"body":"story that is so to the point"},{"speaker":"Dominica Lumazar","startTime":272.669,"endTime":277.289,"body":"that has your brand message,"},{"speaker":"Dominica Lumazar","startTime":277.499,"endTime":281.579,"body":"your promise what you're going"},{"speaker":"Dominica Lumazar","startTime":277.499,"endTime":281.579,"body":"to offer to your customers. And"},{"speaker":"Dominica Lumazar","startTime":281.609,"endTime":284.729,"body":"something that I think is so so"},{"speaker":"Dominica Lumazar","startTime":281.609,"endTime":284.729,"body":"important, which is overlooked"},{"speaker":"Dominica Lumazar","startTime":284.729,"endTime":288.779,"body":"when brands are being developed,"},{"speaker":"Dominica Lumazar","startTime":284.729,"endTime":288.779,"body":"is what I like to call the three"},{"speaker":"Dominica Lumazar","startTime":288.779,"endTime":293.789,"body":"perspectives. So the strategy"},{"speaker":"Dominica Lumazar","startTime":288.779,"endTime":293.789,"body":"around this is pretty simple,"},{"speaker":"Dominica Lumazar","startTime":293.789,"endTime":297.479,"body":"but I make my clients go through"},{"speaker":"Dominica Lumazar","startTime":293.789,"endTime":297.479,"body":"this process. The first"},{"speaker":"Dominica Lumazar","startTime":297.479,"endTime":301.829,"body":"perspective to developing your"},{"speaker":"Dominica Lumazar","startTime":297.479,"endTime":301.829,"body":"brand message which goes hand in"},{"speaker":"Dominica Lumazar","startTime":301.829,"endTime":306.059,"body":"hand with your brand story is"},{"speaker":"Dominica Lumazar","startTime":301.829,"endTime":306.059,"body":"the customer perspective. So how"},{"speaker":"Dominica Lumazar","startTime":306.059,"endTime":311.039,"body":"is the customer going to think"},{"speaker":"Dominica Lumazar","startTime":306.059,"endTime":311.039,"body":"of what you have to offer? The"},{"speaker":"Dominica Lumazar","startTime":311.039,"endTime":313.799,"body":"second is the internal"},{"speaker":"Dominica Lumazar","startTime":311.039,"endTime":313.799,"body":"perspective, does it feel true"},{"speaker":"Dominica Lumazar","startTime":313.799,"endTime":316.829,"body":"for you? Are you just out on the"},{"speaker":"Dominica Lumazar","startTime":313.799,"endTime":316.829,"body":"green one day and you thought"},{"speaker":"Dominica Lumazar","startTime":316.829,"endTime":319.739,"body":"this would be great? Let's see,"},{"speaker":"Dominica Lumazar","startTime":316.829,"endTime":319.739,"body":"what happens is, it's something"},{"speaker":"Dominica Lumazar","startTime":319.739,"endTime":324.539,"body":"that you're going to be wanting"},{"speaker":"Dominica Lumazar","startTime":319.739,"endTime":324.539,"body":"to do every single day. You ask"},{"speaker":"Dominica Lumazar","startTime":324.539,"endTime":327.689,"body":"yourself that, and sometimes,"},{"speaker":"Dominica Lumazar","startTime":324.539,"endTime":327.689,"body":"like at this stage of the"},{"speaker":"Dominica Lumazar","startTime":327.689,"endTime":331.049,"body":"conversation with my clients,"},{"speaker":"Dominica Lumazar","startTime":327.689,"endTime":331.049,"body":"they go, No, and then they scrap"},{"speaker":"Dominica Lumazar","startTime":331.049,"endTime":333.299,"body":"it and move on to something"},{"speaker":"Dominica Lumazar","startTime":331.049,"endTime":333.299,"body":"else. So we have to ask"},{"speaker":"Dominica Lumazar","startTime":333.299,"endTime":335.999,"body":"ourselves these these bigger"},{"speaker":"Dominica Lumazar","startTime":333.299,"endTime":335.999,"body":"questions. And then the third"},{"speaker":"Dominica Lumazar","startTime":335.999,"endTime":338.699,"body":"one is marketplace for"},{"speaker":"Dominica Lumazar","startTime":335.999,"endTime":338.699,"body":"perspective, which is what Rory"},{"speaker":"Dominica Lumazar","startTime":338.699,"endTime":343.169,"body":"and I do a lot is a ton of"},{"speaker":"Dominica Lumazar","startTime":338.699,"endTime":343.169,"body":"research to even see if a brand"},{"speaker":"Dominica Lumazar","startTime":343.169,"endTime":345.689,"body":"is going to be viable. Well,"},{"speaker":"Dominica Lumazar","startTime":343.169,"endTime":345.689,"body":"before a product is even"},{"speaker":"Dominica Lumazar","startTime":345.689,"endTime":350.339,"body":"developed, we need to look at"},{"speaker":"Dominica Lumazar","startTime":345.689,"endTime":350.339,"body":"the brand itself. Right? So So"},{"speaker":"Dominica Lumazar","startTime":350.339,"endTime":352.139,"body":"what do you do? Right? What do"},{"speaker":"Dominica Lumazar","startTime":350.339,"endTime":352.139,"body":"you do with your clients when"},{"speaker":"Dominica Lumazar","startTime":352.139,"endTime":352.769,"body":"they come to you? And"},{"speaker":"Dominica Lumazar","startTime":352.69,"endTime":356.02,"body":"they're they're looking to, to"},{"speaker":"Dominica Lumazar","startTime":352.69,"endTime":356.02,"body":"get a brand off the ground?"},{"speaker":"Rory Carruthers","startTime":356.0,"endTime":360.5,"body":"We're looking"},{"speaker":"Rory Carruthers","startTime":356.0,"endTime":360.5,"body":"to to strategize around First"},{"speaker":"Rory Carruthers","startTime":360.5,"endTime":363.05,"body":"off, you know, image and"},{"speaker":"Rory Carruthers","startTime":360.5,"endTime":363.05,"body":"appearance of we know what the"},{"speaker":"Rory Carruthers","startTime":363.05,"endTime":366.89,"body":"business is going to look like."},{"speaker":"Rory Carruthers","startTime":363.05,"endTime":366.89,"body":"Also titles of products, like"},{"speaker":"Rory Carruthers","startTime":366.95,"endTime":371.51,"body":"how can you title something that"},{"speaker":"Rory Carruthers","startTime":366.95,"endTime":371.51,"body":"is going to instantly capture"},{"speaker":"Rory Carruthers","startTime":371.87,"endTime":375.83,"body":"the attention of someone who's"},{"speaker":"Rory Carruthers","startTime":371.87,"endTime":375.83,"body":"going to be you know, finding"},{"speaker":"Rory Carruthers","startTime":375.83,"endTime":378.68,"body":"out about your product? Yeah,"},{"speaker":"Rory Carruthers","startTime":375.83,"endTime":378.68,"body":"what we're looking for is to get"},{"speaker":"Rory Carruthers","startTime":378.68,"endTime":383.06,"body":"specific, right? So if it's, if"},{"speaker":"Rory Carruthers","startTime":378.68,"endTime":383.06,"body":"it's golf ease, that's not very"},{"speaker":"Rory Carruthers","startTime":383.09,"endTime":387.65,"body":"specific. What do you mean by"},{"speaker":"Rory Carruthers","startTime":383.09,"endTime":387.65,"body":"that? something more specific is"},{"speaker":"Rory Carruthers","startTime":387.86,"endTime":390.02,"body":"how to Okay, how to shoot under"},{"speaker":"Rory Carruthers","startTime":387.86,"endTime":390.02,"body":"par."},{"speaker":"Rory Carruthers","startTime":390.68,"endTime":391.61,"body":"Shoot, is that"},{"speaker":"Dominica Lumazar","startTime":392.0,"endTime":395.3,"body":"I have no"},{"speaker":"Dominica Lumazar","startTime":392.0,"endTime":395.3,"body":"idea, I don't play golf"},{"speaker":"Rory Carruthers","startTime":395.3,"endTime":397.76,"body":"you're the one"},{"speaker":"Rory Carruthers","startTime":395.3,"endTime":397.76,"body":"who came up with the golf"},{"speaker":"Rory Carruthers","startTime":397.76,"endTime":398.51,"body":"analogy here?"},{"speaker":"Dominica Lumazar","startTime":399.95,"endTime":401.3,"body":"Well, this is"},{"speaker":"Dominica Lumazar","startTime":399.95,"endTime":401.3,"body":"good. This is like a good"},{"speaker":"Dominica Lumazar","startTime":401.3,"endTime":404.33,"body":"challenge for us. We came up"},{"speaker":"Dominica Lumazar","startTime":401.3,"endTime":404.33,"body":"with this fake thing. And now we"},{"speaker":"Dominica Lumazar","startTime":404.33,"endTime":405.56,"body":"have to talk our way out of it."},{"speaker":"Rory Carruthers","startTime":407.57,"endTime":412.22,"body":"Okay, so how to"},{"speaker":"Rory Carruthers","startTime":407.57,"endTime":412.22,"body":"how to how to hit how to shoot"},{"speaker":"Rory Carruthers","startTime":412.22,"endTime":413.15,"body":"whichever one it is."},{"speaker":"Dominica Lumazar","startTime":414.08,"endTime":415.7,"body":"whoever plays"},{"speaker":"Dominica Lumazar","startTime":414.08,"endTime":415.7,"body":"golf? Will you please message"},{"speaker":"Dominica Lumazar","startTime":415.7,"endTime":415.94,"body":"us?"},{"speaker":"Rory Carruthers","startTime":416.7,"endTime":422.73,"body":"Yeah. under"},{"speaker":"Rory Carruthers","startTime":416.7,"endTime":422.73,"body":"par? Yeah. And in under 30 days,"},{"speaker":"Rory Carruthers","startTime":422.97,"endTime":425.25,"body":"in three simple steps, something"},{"speaker":"Rory Carruthers","startTime":422.97,"endTime":425.25,"body":"like that. Right? Or like,"},{"speaker":"Dominica Lumazar","startTime":425.28,"endTime":428.01,"body":"increase your"},{"speaker":"Dominica Lumazar","startTime":425.28,"endTime":428.01,"body":"backswing in."},{"speaker":"Rory Carruthers","startTime":428.07,"endTime":430.53,"body":"Right? Exactly."},{"speaker":"Rory Carruthers","startTime":428.07,"endTime":430.53,"body":"Like, yeah, getting more more"},{"speaker":"Rory Carruthers","startTime":430.53,"endTime":431.76,"body":"specific. Right?"},{"speaker":"Dominica Lumazar","startTime":432.15,"endTime":434.07,"body":"Yes. Yeah. It"},{"speaker":"Dominica Lumazar","startTime":432.15,"endTime":434.07,"body":"has to be more specific."},{"speaker":"Rory Carruthers","startTime":434.61,"endTime":438.15,"body":"Yeah. How to"},{"speaker":"Rory Carruthers","startTime":434.61,"endTime":438.15,"body":"hit a line drive. You go with"},{"speaker":"Rory Carruthers","startTime":438.15,"endTime":441.54,"body":"one quick adjustment, something"},{"speaker":"Rory Carruthers","startTime":438.15,"endTime":441.54,"body":"like that. Right? Like, I mean,"},{"speaker":"Rory Carruthers","startTime":441.54,"endTime":444.15,"body":"we're talking about like a"},{"speaker":"Rory Carruthers","startTime":441.54,"endTime":444.15,"body":"little bit how to, as opposed"},{"speaker":"Rory Carruthers","startTime":444.15,"endTime":448.08,"body":"to, like a product brand. But"},{"speaker":"Rory Carruthers","startTime":444.15,"endTime":448.08,"body":"what we're looking for is the"},{"speaker":"Rory Carruthers","startTime":448.08,"endTime":452.64,"body":"thing that's, that's going to"},{"speaker":"Rory Carruthers","startTime":448.08,"endTime":452.64,"body":"explain the process. And it can"},{"speaker":"Rory Carruthers","startTime":452.64,"endTime":456.99,"body":"be a branded process. Right? So"},{"speaker":"Rory Carruthers","startTime":452.64,"endTime":456.99,"body":"the Seven Habits of Highly"},{"speaker":"Rory Carruthers","startTime":456.99,"endTime":459.93,"body":"Effective golfer, okay, nice."},{"speaker":"Rory Carruthers","startTime":456.99,"endTime":459.93,"body":"All right."},{"speaker":"Dominica Lumazar","startTime":461.34,"endTime":463.2,"body":"When in doubt,"},{"speaker":"Dominica Lumazar","startTime":461.34,"endTime":463.2,"body":"put a seven in front of it,"},{"speaker":"Dominica Lumazar","startTime":463.23,"endTime":466.56,"body":"right? Yes."},{"speaker":"Rory Carruthers","startTime":467.1,"endTime":470.7,"body":"So when when"},{"speaker":"Rory Carruthers","startTime":467.1,"endTime":470.7,"body":"when doing that, you're letting"},{"speaker":"Rory Carruthers","startTime":470.7,"endTime":475.05,"body":"the person that is, you know,"},{"speaker":"Rory Carruthers","startTime":470.7,"endTime":475.05,"body":"looking at your brand, or your"},{"speaker":"Rory Carruthers","startTime":475.05,"endTime":478.29,"body":"product, know instantly that"},{"speaker":"Rory Carruthers","startTime":475.05,"endTime":478.29,"body":"it's for them or not?"},{"speaker":"Dominica Lumazar","startTime":478.48,"endTime":480.88,"body":"right?"},{"speaker":"Dominica Lumazar","startTime":478.48,"endTime":480.88,"body":"Exactly. When I think of"},{"speaker":"Dominica Lumazar","startTime":480.88,"endTime":484.0,"body":"branding, whether it's"},{"speaker":"Dominica Lumazar","startTime":480.88,"endTime":484.0,"body":"developing a new brand, doing a"},{"speaker":"Dominica Lumazar","startTime":484.0,"endTime":488.62,"body":"rebrand, launching a new product"},{"speaker":"Dominica Lumazar","startTime":484.0,"endTime":488.62,"body":"for a brand. I always think of"},{"speaker":"Dominica Lumazar","startTime":488.62,"endTime":491.38,"body":"it like a handshake when we used"},{"speaker":"Dominica Lumazar","startTime":488.62,"endTime":491.38,"body":"to be able to give handshakes,"},{"speaker":"Dominica Lumazar","startTime":491.38,"endTime":493.93,"body":"right? It's that first"},{"speaker":"Dominica Lumazar","startTime":491.38,"endTime":493.93,"body":"impression. And you you"},{"speaker":"Dominica Lumazar","startTime":493.93,"endTime":497.41,"body":"seriously, you only get five"},{"speaker":"Dominica Lumazar","startTime":493.93,"endTime":497.41,"body":"seconds or less to make that"},{"speaker":"Dominica Lumazar","startTime":497.41,"endTime":501.49,"body":"impression. Either. It's the"},{"speaker":"Dominica Lumazar","startTime":497.41,"endTime":501.49,"body":"last one or it swing and a miss."},{"speaker":"Dominica Lumazar","startTime":502.6,"endTime":505.54,"body":"They're not gonna it's not going"},{"speaker":"Dominica Lumazar","startTime":502.6,"endTime":505.54,"body":"to connect. So how do we connect"},{"speaker":"Dominica Lumazar","startTime":505.54,"endTime":509.77,"body":"those dots? Well, there's a lot"},{"speaker":"Dominica Lumazar","startTime":505.54,"endTime":509.77,"body":"that goes into that. It can be"},{"speaker":"Dominica Lumazar","startTime":510.07,"endTime":513.64,"body":"anything from color, it can be"},{"speaker":"Dominica Lumazar","startTime":510.07,"endTime":513.64,"body":"anything from the tagline, it"},{"speaker":"Dominica Lumazar","startTime":513.64,"endTime":516.61,"body":"can be the the the product"},{"speaker":"Dominica Lumazar","startTime":513.64,"endTime":516.61,"body":"title, like we're always talking"},{"speaker":"Dominica Lumazar","startTime":516.61,"endTime":519.82,"body":"about, Rory, let's talk about"},{"speaker":"Dominica Lumazar","startTime":516.61,"endTime":519.82,"body":"color a little bit in color"},{"speaker":"Dominica Lumazar","startTime":519.82,"endTime":521.77,"body":"psychology, because I know this"},{"speaker":"Dominica Lumazar","startTime":519.82,"endTime":521.77,"body":"is something you're like a"},{"speaker":"Dominica Lumazar","startTime":521.77,"endTime":526.09,"body":"master of and if anyone has it,"},{"speaker":"Dominica Lumazar","startTime":521.77,"endTime":526.09,"body":"hopefully you have gone to our"},{"speaker":"Dominica Lumazar","startTime":526.09,"endTime":529.12,"body":"YouTube channel or gone to our"},{"speaker":"Dominica Lumazar","startTime":526.09,"endTime":529.12,"body":"website, you'll see all these"},{"speaker":"Dominica Lumazar","startTime":529.12,"endTime":533.53,"body":"different colors on our website,"},{"speaker":"Dominica Lumazar","startTime":529.12,"endTime":533.53,"body":"and it's for a reason. So Rory,"},{"speaker":"Dominica Lumazar","startTime":533.56,"endTime":534.46,"body":"walk us through that a little"},{"speaker":"Dominica Lumazar","startTime":533.56,"endTime":534.46,"body":"bit."},{"speaker":"Rory Carruthers","startTime":535.08,"endTime":538.02,"body":"If we look at"},{"speaker":"Rory Carruthers","startTime":535.08,"endTime":538.02,"body":"colors each have a meaning and a"},{"speaker":"Rory Carruthers","startTime":538.02,"endTime":541.62,"body":"feeling associated with them. So"},{"speaker":"Rory Carruthers","startTime":538.02,"endTime":541.62,"body":"we start there and we say okay,"},{"speaker":"Rory Carruthers","startTime":541.62,"endTime":545.82,"body":"well, what colors do we want for"},{"speaker":"Rory Carruthers","startTime":541.62,"endTime":545.82,"body":"the represent a brand, they're"},{"speaker":"Rory Carruthers","startTime":545.82,"endTime":550.08,"body":"going to evoke emotion in a"},{"speaker":"Rory Carruthers","startTime":545.82,"endTime":550.08,"body":"different way. Based on the"},{"speaker":"Rory Carruthers","startTime":550.08,"endTime":553.92,"body":"colors that you choose, there's"},{"speaker":"Rory Carruthers","startTime":550.08,"endTime":553.92,"body":"a reason that a lot of business"},{"speaker":"Rory Carruthers","startTime":553.92,"endTime":560.94,"body":"companies choose various shades"},{"speaker":"Rory Carruthers","startTime":553.92,"endTime":560.94,"body":"of blue, because it means trust."},{"speaker":"Rory Carruthers","startTime":562.05,"endTime":566.16,"body":"And it means stability. And that"},{"speaker":"Rory Carruthers","startTime":562.05,"endTime":566.16,"body":"you know, this is this is a"},{"speaker":"Rory Carruthers","startTime":566.16,"endTime":569.4,"body":"company that that you can work"},{"speaker":"Rory Carruthers","startTime":566.16,"endTime":569.4,"body":"with now, lighter shades of"},{"speaker":"Rory Carruthers","startTime":569.4,"endTime":573.96,"body":"blue, mean a more youthful five"},{"speaker":"Rory Carruthers","startTime":569.4,"endTime":573.96,"body":"and darker shades of blue tend"},{"speaker":"Rory Carruthers","startTime":573.96,"endTime":577.08,"body":"to be you know, more like the"},{"speaker":"Rory Carruthers","startTime":573.96,"endTime":577.08,"body":"IBM the more established bigger"},{"speaker":"Rory Carruthers","startTime":577.08,"endTime":582.84,"body":"brands. So, there's actually a"},{"speaker":"Rory Carruthers","startTime":577.08,"endTime":582.84,"body":"color called IBM, blue, blue."},{"speaker":"Rory Carruthers","startTime":582.87,"endTime":583.2,"body":"Yeah."},{"speaker":"Dominica Lumazar","startTime":584.399,"endTime":586.379,"body":"What's"},{"speaker":"Dominica Lumazar","startTime":584.399,"endTime":586.379,"body":"fascinating Look at all these"},{"speaker":"Dominica Lumazar","startTime":586.379,"endTime":592.919,"body":"major social media platforms,"},{"speaker":"Dominica Lumazar","startTime":586.379,"endTime":592.919,"body":"Twitter, LinkedIn, Facebook,"},{"speaker":"Dominica Lumazar","startTime":593.159,"endTime":598.259,"body":"Instagram, they're all blue."},{"speaker":"Dominica Lumazar","startTime":593.159,"endTime":598.259,"body":"It's like this. Come on, come"},{"speaker":"Dominica Lumazar","startTime":598.259,"endTime":601.409,"body":"on. We're like welcoming you to"},{"speaker":"Dominica Lumazar","startTime":598.259,"endTime":601.409,"body":"Be on our platform and you can"},{"speaker":"Dominica Lumazar","startTime":601.409,"endTime":602.039,"body":"trust us. It's"},{"speaker":"Dominica Lumazar","startTime":602.0,"endTime":603.77,"body":"very interesting. Yeah,"},{"speaker":"Rory Carruthers","startTime":603.8,"endTime":605.93,"body":"Instagram does"},{"speaker":"Rory Carruthers","startTime":603.8,"endTime":605.93,"body":"have a multicolored"},{"speaker":"Dominica Lumazar","startTime":605.93,"endTime":608.3,"body":"multicolor,"},{"speaker":"Dominica Lumazar","startTime":605.93,"endTime":608.3,"body":"yes, but there, there's, there's"},{"speaker":"Dominica Lumazar","startTime":608.36,"endTime":611.54,"body":"a couple of different Instagram"},{"speaker":"Dominica Lumazar","startTime":608.36,"endTime":611.54,"body":"logos. And they did that. And"},{"speaker":"Dominica Lumazar","startTime":611.54,"endTime":615.23,"body":"they, they pulled in the, the"},{"speaker":"Dominica Lumazar","startTime":611.54,"endTime":615.23,"body":"more of like the rainbow ish"},{"speaker":"Dominica Lumazar","startTime":615.26,"endTime":619.55,"body":"vibe to bring in a younger"},{"speaker":"Dominica Lumazar","startTime":615.26,"endTime":619.55,"body":"audience. So it's, it's, I'm"},{"speaker":"Dominica Lumazar","startTime":619.55,"endTime":621.56,"body":"sure there's a lot more behind"},{"speaker":"Dominica Lumazar","startTime":619.55,"endTime":621.56,"body":"the psychology of why they"},{"speaker":"Dominica Lumazar","startTime":621.59,"endTime":623.96,"body":"decided to do that. But I'm"},{"speaker":"Dominica Lumazar","startTime":621.59,"endTime":623.96,"body":"assuming that that's probably"},{"speaker":"Dominica Lumazar","startTime":623.96,"endTime":625.01,"body":"one of the main reasons."},{"speaker":"Rory Carruthers","startTime":625.28,"endTime":627.74,"body":"Yeah, it wasn't"},{"speaker":"Rory Carruthers","startTime":625.28,"endTime":627.74,"body":"like that in the beginning. No,"},{"speaker":"Rory Carruthers","startTime":628.22,"endTime":629.48,"body":"that's, that's a rebrand,"},{"speaker":"Dominica Lumazar","startTime":629.72,"endTime":632.27,"body":"see there you"},{"speaker":"Dominica Lumazar","startTime":629.72,"endTime":632.27,"body":"go and, and, and a successful on"},{"speaker":"Dominica Lumazar","startTime":632.27,"endTime":634.49,"body":"at that if you're looking at"},{"speaker":"Dominica Lumazar","startTime":632.27,"endTime":634.49,"body":"your phone, you're scrolling"},{"speaker":"Dominica Lumazar","startTime":634.49,"endTime":637.64,"body":"through your apps, the blues,"},{"speaker":"Dominica Lumazar","startTime":634.49,"endTime":637.64,"body":"just all kind of like mixed into"},{"speaker":"Dominica Lumazar","startTime":637.64,"endTime":640.43,"body":"one another. So it's, that was a"},{"speaker":"Dominica Lumazar","startTime":637.64,"endTime":640.43,"body":"good call for them to do"},{"speaker":"Dominica Lumazar","startTime":640.43,"endTime":644.21,"body":"something different to to help"},{"speaker":"Dominica Lumazar","startTime":640.43,"endTime":644.21,"body":"them stand out from other"},{"speaker":"Dominica Lumazar","startTime":644.21,"endTime":645.23,"body":"competitors, like Snapchat,"},{"speaker":"Rory Carruthers","startTime":646.26,"endTime":648.57,"body":"though, with"},{"speaker":"Rory Carruthers","startTime":646.26,"endTime":648.57,"body":"the yellow, right? Yeah, yeah,"},{"speaker":"Rory Carruthers","startTime":648.6,"endTime":652.56,"body":"that pops and against all the"},{"speaker":"Rory Carruthers","startTime":648.6,"endTime":652.56,"body":"other brands. So sometimes, when"},{"speaker":"Rory Carruthers","startTime":652.56,"endTime":654.93,"body":"you're, when you're choosing"},{"speaker":"Rory Carruthers","startTime":652.56,"endTime":654.93,"body":"your colors, you're looking at"},{"speaker":"Rory Carruthers","startTime":654.99,"endTime":659.22,"body":"standing out from your"},{"speaker":"Rory Carruthers","startTime":654.99,"endTime":659.22,"body":"competitors. And sometimes"},{"speaker":"Rory Carruthers","startTime":659.22,"endTime":662.49,"body":"you're trying to evoke a certain"},{"speaker":"Rory Carruthers","startTime":659.22,"endTime":662.49,"body":"emotion, like red can mean"},{"speaker":"Rory Carruthers","startTime":662.49,"endTime":665.25,"body":"passion, but it can also mean"},{"speaker":"Rory Carruthers","startTime":662.49,"endTime":665.25,"body":"anger. So you have to be very"},{"speaker":"Rory Carruthers","startTime":665.25,"endTime":668.13,"body":"careful. And there's different"},{"speaker":"Rory Carruthers","startTime":665.25,"endTime":668.13,"body":"shades of red, you know, so you"},{"speaker":"Rory Carruthers","startTime":668.13,"endTime":671.58,"body":"have you, you pay attention. And"},{"speaker":"Rory Carruthers","startTime":668.13,"endTime":671.58,"body":"a lot of companies will go"},{"speaker":"Rory Carruthers","startTime":671.58,"endTime":675.27,"body":"through testing different colors"},{"speaker":"Rory Carruthers","startTime":671.58,"endTime":675.27,"body":"and different logos. And they'll"},{"speaker":"Rory Carruthers","startTime":675.27,"endTime":678.84,"body":"get feedback. Now, if you're,"},{"speaker":"Rory Carruthers","startTime":675.27,"endTime":678.84,"body":"you know, in a business where"},{"speaker":"Rory Carruthers","startTime":678.84,"endTime":681.9,"body":"you're just building your own"},{"speaker":"Rory Carruthers","startTime":678.84,"endTime":681.9,"body":"brand online, you may have to go"},{"speaker":"Rory Carruthers","startTime":681.9,"endTime":684.36,"body":"the route of putting something"},{"speaker":"Rory Carruthers","startTime":681.9,"endTime":684.36,"body":"out there and seeing how it"},{"speaker":"Rory Carruthers","startTime":684.36,"endTime":689.31,"body":"does. I'll give you an example."},{"speaker":"Rory Carruthers","startTime":684.36,"endTime":689.31,"body":"So I tested this, when I used to"},{"speaker":"Rory Carruthers","startTime":689.31,"endTime":693.57,"body":"do proposals for my business"},{"speaker":"Rory Carruthers","startTime":689.31,"endTime":693.57,"body":"many years ago, I tested"},{"speaker":"Rory Carruthers","startTime":693.57,"endTime":697.68,"body":"changing the colors on my"},{"speaker":"Rory Carruthers","startTime":693.57,"endTime":697.68,"body":"proposal. So my, my main brand"},{"speaker":"Rory Carruthers","startTime":697.89,"endTime":702.96,"body":"logo is blue. But my proposals"},{"speaker":"Rory Carruthers","startTime":697.89,"endTime":702.96,"body":"for whatever reason, I had put"},{"speaker":"Rory Carruthers","startTime":702.96,"endTime":707.97,"body":"red mm, Merman. And I just left"},{"speaker":"Rory Carruthers","startTime":702.96,"endTime":707.97,"body":"it as red left to this red. And"},{"speaker":"Rory Carruthers","startTime":707.97,"endTime":711.57,"body":"then I was like, but it doesn't"},{"speaker":"Rory Carruthers","startTime":707.97,"endTime":711.57,"body":"match my brand. You know, it's"},{"speaker":"Rory Carruthers","startTime":711.57,"endTime":715.05,"body":"like, I'll change it to blue. I"},{"speaker":"Rory Carruthers","startTime":711.57,"endTime":715.05,"body":"change it to blue and the"},{"speaker":"Rory Carruthers","startTime":715.05,"endTime":719.1,"body":"proposal started tanking."},{"speaker":"Rory Carruthers","startTime":715.05,"endTime":719.1,"body":"Interesting, right. So it's also"},{"speaker":"Rory Carruthers","startTime":719.1,"endTime":722.1,"body":"in you know, having having logos"},{"speaker":"Rory Carruthers","startTime":719.1,"endTime":722.1,"body":"and colors can also be in the"},{"speaker":"Rory Carruthers","startTime":722.1,"endTime":725.97,"body":"context of how you're delivering"},{"speaker":"Rory Carruthers","startTime":722.1,"endTime":725.97,"body":"it. So the blue In my opinion,"},{"speaker":"Rory Carruthers","startTime":725.97,"endTime":729.96,"body":"what happened was, the blue is"},{"speaker":"Rory Carruthers","startTime":725.97,"endTime":729.96,"body":"great for the website, because"},{"speaker":"Rory Carruthers","startTime":730.32,"endTime":734.55,"body":"it establishes that trust Hmm,"},{"speaker":"Rory Carruthers","startTime":730.32,"endTime":734.55,"body":"but it's, it doesn't evoke"},{"speaker":"Rory Carruthers","startTime":734.55,"endTime":737.64,"body":"enough emotion when you want to"},{"speaker":"Rory Carruthers","startTime":734.55,"endTime":737.64,"body":"make a sale"},{"speaker":"Dominica Lumazar","startTime":737.789,"endTime":740.099,"body":"or establish"},{"speaker":"Dominica Lumazar","startTime":737.789,"endTime":740.099,"body":"urgency, maybe or Yeah,"},{"speaker":"Dominica Lumazar","startTime":740.099,"endTime":741.239,"body":"establish urgency"},{"speaker":"Rory Carruthers","startTime":741.3,"endTime":744.06,"body":"get people is,"},{"speaker":"Rory Carruthers","startTime":741.3,"endTime":744.06,"body":"you know, blood pumping, like"},{"speaker":"Rory Carruthers","startTime":744.06,"endTime":747.39,"body":"I'm going to do this and make a"},{"speaker":"Rory Carruthers","startTime":744.06,"endTime":747.39,"body":"decision to move forward in my"},{"speaker":"Rory Carruthers","startTime":747.39,"endTime":751.2,"body":"business, whereas blue is just"},{"speaker":"Rory Carruthers","startTime":747.39,"endTime":751.2,"body":"nice and calm. Right."},{"speaker":"Dominica Lumazar","startTime":751.26,"endTime":752.31,"body":"So at it."},{"speaker":"Rory Carruthers","startTime":752.4,"endTime":754.65,"body":"Yeah, there's"},{"speaker":"Rory Carruthers","startTime":752.4,"endTime":754.65,"body":"like little things like that."},{"speaker":"Rory Carruthers","startTime":754.68,"endTime":760.38,"body":"Now, why did we choose orange as"},{"speaker":"Rory Carruthers","startTime":754.68,"endTime":760.38,"body":"our bpb, you know, logo brand?"},{"speaker":"Dominica Lumazar","startTime":761.13,"endTime":763.68,"body":"Well, you and"},{"speaker":"Dominica Lumazar","startTime":761.13,"endTime":763.68,"body":"I were very established from the"},{"speaker":"Dominica Lumazar","startTime":763.68,"endTime":767.58,"body":"beginning, we wanted it to be"},{"speaker":"Dominica Lumazar","startTime":763.68,"endTime":767.58,"body":"bright. And we knew that orange"},{"speaker":"Dominica Lumazar","startTime":767.58,"endTime":772.65,"body":"is a very good call to action"},{"speaker":"Dominica Lumazar","startTime":767.58,"endTime":772.65,"body":"color. And if you look at like"},{"speaker":"Dominica Lumazar","startTime":772.68,"endTime":776.52,"body":"Amazon, for example, their buy"},{"speaker":"Dominica Lumazar","startTime":772.68,"endTime":776.52,"body":"now buttons are orange, it's"},{"speaker":"Dominica Lumazar","startTime":776.52,"endTime":780.27,"body":"like kind of a goldish, orange"},{"speaker":"Dominica Lumazar","startTime":776.52,"endTime":780.27,"body":"color a lot, a lot of big box"},{"speaker":"Dominica Lumazar","startTime":780.27,"endTime":784.2,"body":"stores there by now is orange,"},{"speaker":"Dominica Lumazar","startTime":780.27,"endTime":784.2,"body":"and it creates the immediate"},{"speaker":"Dominica Lumazar","startTime":784.2,"endTime":787.44,"body":"action to make something happen"},{"speaker":"Dominica Lumazar","startTime":784.2,"endTime":787.44,"body":"to purchase something to watch"},{"speaker":"Dominica Lumazar","startTime":787.44,"endTime":789.66,"body":"something to listen to"},{"speaker":"Dominica Lumazar","startTime":787.44,"endTime":789.66,"body":"something. And when you're"},{"speaker":"Dominica Lumazar","startTime":789.66,"endTime":793.74,"body":"scrolling through 1,000,001"},{"speaker":"Dominica Lumazar","startTime":789.66,"endTime":793.74,"body":"podcasts in a day looking for"},{"speaker":"Dominica Lumazar","startTime":793.74,"endTime":798.0,"body":"something new. We had to do that"},{"speaker":"Dominica Lumazar","startTime":793.74,"endTime":798.0,"body":"to stand out. Because there's so"},{"speaker":"Dominica Lumazar","startTime":798.0,"endTime":801.12,"body":"many good podcasts out there. We"},{"speaker":"Dominica Lumazar","startTime":798.0,"endTime":801.12,"body":"were just hoping like, well,"},{"speaker":"Dominica Lumazar","startTime":801.45,"endTime":805.8,"body":"let's have the color play with"},{"speaker":"Dominica Lumazar","startTime":801.45,"endTime":805.8,"body":"us and not against us. So, it so"},{"speaker":"Dominica Lumazar","startTime":805.8,"endTime":806.91,"body":"yeah, it's working out good."},{"speaker":"Rory Carruthers","startTime":807.21,"endTime":810.42,"body":"Well, yeah, and"},{"speaker":"Rory Carruthers","startTime":807.21,"endTime":810.42,"body":"that's why we put the like, we"},{"speaker":"Rory Carruthers","startTime":810.42,"endTime":814.26,"body":"twisted the the big on the on"},{"speaker":"Rory Carruthers","startTime":810.42,"endTime":814.26,"body":"the logo, so that sideways"},{"speaker":"Rory Carruthers","startTime":814.26,"endTime":816.9,"body":"captures your attention a little"},{"speaker":"Rory Carruthers","startTime":814.26,"endTime":816.9,"body":"bit, you know, we're just trying"},{"speaker":"Rory Carruthers","startTime":816.9,"endTime":820.23,"body":"to think of like, how do we make"},{"speaker":"Rory Carruthers","startTime":816.9,"endTime":820.23,"body":"this stand out still be true to"},{"speaker":"Rory Carruthers","startTime":820.23,"endTime":824.4,"body":"like, you know, the business"},{"speaker":"Rory Carruthers","startTime":820.23,"endTime":824.4,"body":"world, but also stand out. So"},{"speaker":"Rory Carruthers","startTime":824.4,"endTime":827.46,"body":"that people it'll capture"},{"speaker":"Rory Carruthers","startTime":824.4,"endTime":827.46,"body":"people's eyes. And now you know,"},{"speaker":"Rory Carruthers","startTime":828.12,"endTime":831.75,"body":"if you're if you've been"},{"speaker":"Rory Carruthers","startTime":828.12,"endTime":831.75,"body":"following us on YouTube, you'll"},{"speaker":"Rory Carruthers","startTime":831.75,"endTime":836.7,"body":"notice that we we just did some"},{"speaker":"Rory Carruthers","startTime":831.75,"endTime":836.7,"body":"of our brand to have much more"},{"speaker":"Rory Carruthers","startTime":836.7,"endTime":839.55,"body":"brighter colors in the"},{"speaker":"Rory Carruthers","startTime":836.7,"endTime":839.55,"body":"background of our title cards,"},{"speaker":"Rory Carruthers","startTime":839.85,"endTime":843.96,"body":"to to capture and to have"},{"speaker":"Rory Carruthers","startTime":839.85,"endTime":843.96,"body":"different ones every episode, so"},{"speaker":"Rory Carruthers","startTime":843.96,"endTime":846.6,"body":"that people can instantly"},{"speaker":"Rory Carruthers","startTime":843.96,"endTime":846.6,"body":"recognize Oh, that's that"},{"speaker":"Rory Carruthers","startTime":846.6,"endTime":851.58,"body":"episode. And you know, and it"},{"speaker":"Rory Carruthers","startTime":846.6,"endTime":851.58,"body":"gives, it gives us also data to"},{"speaker":"Rory Carruthers","startTime":851.58,"endTime":855.18,"body":"work with to go, oh, some of"},{"speaker":"Rory Carruthers","startTime":851.58,"endTime":855.18,"body":"these colors are in certain"},{"speaker":"Rory Carruthers","startTime":855.18,"endTime":858.57,"body":"contexts or capturing people's"},{"speaker":"Rory Carruthers","startTime":855.18,"endTime":858.57,"body":"eyes. So, you know, back, you"},{"speaker":"Rory Carruthers","startTime":858.57,"endTime":861.57,"body":"know, back when we were"},{"speaker":"Rory Carruthers","startTime":858.57,"endTime":861.57,"body":"building, you know, brands years"},{"speaker":"Rory Carruthers","startTime":861.57,"endTime":867.63,"body":"ago, we only had to look at"},{"speaker":"Rory Carruthers","startTime":861.57,"endTime":867.63,"body":"things in the general, you know,"},{"speaker":"Rory Carruthers","startTime":867.63,"endTime":871.02,"body":"this is what we want the colors"},{"speaker":"Rory Carruthers","startTime":867.63,"endTime":871.02,"body":"for the business to be. But as"},{"speaker":"Rory Carruthers","startTime":871.02,"endTime":873.93,"body":"you're building brands these"},{"speaker":"Rory Carruthers","startTime":871.02,"endTime":873.93,"body":"days, you have to look at it,"},{"speaker":"Rory Carruthers","startTime":873.93,"endTime":877.65,"body":"okay, you have your main color"},{"speaker":"Rory Carruthers","startTime":873.93,"endTime":877.65,"body":"or a color palette that you're"},{"speaker":"Rory Carruthers","startTime":877.65,"endTime":882.78,"body":"working with. But then you also"},{"speaker":"Rory Carruthers","startTime":877.65,"endTime":882.78,"body":"have contextual colors of that"},{"speaker":"Rory Carruthers","startTime":882.78,"endTime":886.26,"body":"you're using as part of your"},{"speaker":"Rory Carruthers","startTime":882.78,"endTime":886.26,"body":"brand to stand out depending on"},{"speaker":"Rory Carruthers","startTime":886.32,"endTime":889.83,"body":"the platform that you're that"},{"speaker":"Rory Carruthers","startTime":886.32,"endTime":889.83,"body":"you're promoting on."},{"speaker":"Dominica Lumazar","startTime":890.32,"endTime":892.99,"body":"Well, it's not"},{"speaker":"Dominica Lumazar","startTime":890.32,"endTime":892.99,"body":"just the platform, it's it's"},{"speaker":"Dominica Lumazar","startTime":892.99,"endTime":897.25,"body":"also your target audience,"},{"speaker":"Dominica Lumazar","startTime":892.99,"endTime":897.25,"body":"right. So just just because I"},{"speaker":"Dominica Lumazar","startTime":897.25,"endTime":901.6,"body":"might really love let's say"},{"speaker":"Dominica Lumazar","startTime":897.25,"endTime":901.6,"body":"purple well My target audience,"},{"speaker":"Dominica Lumazar","startTime":901.63,"endTime":904.99,"body":"my main target demographic is"},{"speaker":"Dominica Lumazar","startTime":901.63,"endTime":904.99,"body":"typically these larger"},{"speaker":"Dominica Lumazar","startTime":904.99,"endTime":909.46,"body":"corporations. And for whatever"},{"speaker":"Dominica Lumazar","startTime":904.99,"endTime":909.46,"body":"reason, it's usually men like"},{"speaker":"Dominica Lumazar","startTime":909.58,"endTime":914.44,"body":"between ages like 40 and 65 that"},{"speaker":"Dominica Lumazar","startTime":909.58,"endTime":914.44,"body":"I work with. And so Purple's"},{"speaker":"Dominica Lumazar","startTime":914.44,"endTime":917.95,"body":"probably not going to be the"},{"speaker":"Dominica Lumazar","startTime":914.44,"endTime":917.95,"body":"color that's going to, like help"},{"speaker":"Dominica Lumazar","startTime":917.95,"endTime":921.43,"body":"my business grow, just because I"},{"speaker":"Dominica Lumazar","startTime":917.95,"endTime":921.43,"body":"might like it. So it's important"},{"speaker":"Dominica Lumazar","startTime":921.43,"endTime":924.07,"body":"to look at those things, it's"},{"speaker":"Dominica Lumazar","startTime":921.43,"endTime":924.07,"body":"like, yes, going back to the"},{"speaker":"Dominica Lumazar","startTime":924.07,"endTime":927.82,"body":"brand message perspectives,"},{"speaker":"Dominica Lumazar","startTime":924.07,"endTime":927.82,"body":"right, where, where you have to"},{"speaker":"Dominica Lumazar","startTime":927.82,"endTime":931.48,"body":"look at the internal"},{"speaker":"Dominica Lumazar","startTime":927.82,"endTime":931.48,"body":"perspective, it's okay to not"},{"speaker":"Dominica Lumazar","startTime":931.48,"endTime":935.26,"body":"put all of yourself into your"},{"speaker":"Dominica Lumazar","startTime":931.48,"endTime":935.26,"body":"brand, right? Pick maybe one or"},{"speaker":"Dominica Lumazar","startTime":935.26,"endTime":938.92,"body":"two things you like. The font is"},{"speaker":"Dominica Lumazar","startTime":935.26,"endTime":938.92,"body":"also very, very important."},{"speaker":"Dominica Lumazar","startTime":939.04,"endTime":943.03,"body":"scripty font versus a serif"},{"speaker":"Dominica Lumazar","startTime":939.04,"endTime":943.03,"body":"font, it makes a huge"},{"speaker":"Dominica Lumazar","startTime":943.03,"endTime":946.48,"body":"difference. If I see big block"},{"speaker":"Dominica Lumazar","startTime":943.03,"endTime":946.48,"body":"letters, I'm my brain"},{"speaker":"Dominica Lumazar","startTime":946.48,"endTime":949.03,"body":"immediately goes to Oh, it's"},{"speaker":"Dominica Lumazar","startTime":946.48,"endTime":949.03,"body":"something that's youthful. It's"},{"speaker":"Dominica Lumazar","startTime":949.03,"endTime":951.91,"body":"something that is geared towards"},{"speaker":"Dominica Lumazar","startTime":949.03,"endTime":951.91,"body":"a younger audience. If I see"},{"speaker":"Dominica Lumazar","startTime":951.91,"endTime":954.85,"body":"something that's like overly"},{"speaker":"Dominica Lumazar","startTime":951.91,"endTime":954.85,"body":"scripty, where it's kind of hard"},{"speaker":"Dominica Lumazar","startTime":954.85,"endTime":957.46,"body":"for me to read, I'm thinking"},{"speaker":"Dominica Lumazar","startTime":954.85,"endTime":957.46,"body":"that's probably like a gormet"},{"speaker":"Dominica Lumazar","startTime":957.52,"endTime":961.78,"body":"food or something, or a wine, a"},{"speaker":"Dominica Lumazar","startTime":957.52,"endTime":961.78,"body":"winery, who knows something in"},{"speaker":"Dominica Lumazar","startTime":961.78,"endTime":966.13,"body":"that category. So fonts really"},{"speaker":"Dominica Lumazar","startTime":961.78,"endTime":966.13,"body":"make a big difference. So take"},{"speaker":"Dominica Lumazar","startTime":966.13,"endTime":970.15,"body":"the time, really take the time"},{"speaker":"Dominica Lumazar","startTime":966.13,"endTime":970.15,"body":"to do the research for your"},{"speaker":"Dominica Lumazar","startTime":970.15,"endTime":975.79,"body":"brand. Now, it's okay, if you"},{"speaker":"Dominica Lumazar","startTime":970.15,"endTime":975.79,"body":"don't absolutely love your logo,"},{"speaker":"Dominica Lumazar","startTime":976.03,"endTime":980.14,"body":"there are so many different"},{"speaker":"Dominica Lumazar","startTime":976.03,"endTime":980.14,"body":"times. For myself, I know Rory"},{"speaker":"Dominica Lumazar","startTime":980.14,"endTime":982.63,"body":"to where we have gone through so"},{"speaker":"Dominica Lumazar","startTime":980.14,"endTime":982.63,"body":"many different logos where it's"},{"speaker":"Dominica Lumazar","startTime":982.63,"endTime":985.96,"body":"like, I didn't like it, let's"},{"speaker":"Dominica Lumazar","startTime":982.63,"endTime":985.96,"body":"change it, let's just change the"},{"speaker":"Dominica Lumazar","startTime":985.96,"endTime":989.23,"body":"whole thing and see what"},{"speaker":"Dominica Lumazar","startTime":985.96,"endTime":989.23,"body":"happens. It's okay to do that in"},{"speaker":"Dominica Lumazar","startTime":989.23,"endTime":991.66,"body":"the beginning. But it is"},{"speaker":"Dominica Lumazar","startTime":989.23,"endTime":991.66,"body":"important to not do it all the"},{"speaker":"Dominica Lumazar","startTime":991.66,"endTime":994.54,"body":"time. Like give yourself the"},{"speaker":"Dominica Lumazar","startTime":991.66,"endTime":994.54,"body":"grace to like do it once or"},{"speaker":"Dominica Lumazar","startTime":994.54,"endTime":998.77,"body":"twice, land on something you"},{"speaker":"Dominica Lumazar","startTime":994.54,"endTime":998.77,"body":"like, and then roll with it. But"},{"speaker":"Dominica Lumazar","startTime":998.77,"endTime":1002.73,"body":"another thing that's important"},{"speaker":"Dominica Lumazar","startTime":998.77,"endTime":1002.73,"body":"to note here is that sometimes"},{"speaker":"Dominica Lumazar","startTime":1002.76,"endTime":1007.14,"body":"we have to age with our target"},{"speaker":"Dominica Lumazar","startTime":1002.76,"endTime":1007.14,"body":"demographic to continue to get"},{"speaker":"Dominica Lumazar","startTime":1007.17,"endTime":1012.15,"body":"reoccurring income. So what that"},{"speaker":"Dominica Lumazar","startTime":1007.17,"endTime":1012.15,"body":"means is, maybe you've had a"},{"speaker":"Dominica Lumazar","startTime":1012.15,"endTime":1016.65,"body":"really youthful logo and your"},{"speaker":"Dominica Lumazar","startTime":1012.15,"endTime":1016.65,"body":"clientele has been all these,"},{"speaker":"Dominica Lumazar","startTime":1016.71,"endTime":1019.77,"body":"you know, youthful individuals"},{"speaker":"Dominica Lumazar","startTime":1016.71,"endTime":1019.77,"body":"that are now moving into"},{"speaker":"Dominica Lumazar","startTime":1019.77,"endTime":1023.46,"body":"adulthood, well, maybe you need"},{"speaker":"Dominica Lumazar","startTime":1019.77,"endTime":1023.46,"body":"to design something that's a"},{"speaker":"Dominica Lumazar","startTime":1023.46,"endTime":1027.63,"body":"little more up to speed with"},{"speaker":"Dominica Lumazar","startTime":1023.46,"endTime":1027.63,"body":"with where your audiences going,"},{"speaker":"Dominica Lumazar","startTime":1027.9,"endTime":1031.29,"body":"you have to grow with them. So"},{"speaker":"Dominica Lumazar","startTime":1027.9,"endTime":1031.29,"body":"that doesn't mean go crazy and"},{"speaker":"Dominica Lumazar","startTime":1031.29,"endTime":1034.5,"body":"change everything, a couple of"},{"speaker":"Dominica Lumazar","startTime":1031.29,"endTime":1034.5,"body":"tweaks here and there, it shows"},{"speaker":"Dominica Lumazar","startTime":1034.5,"endTime":1037.65,"body":"that you're paying attention to"},{"speaker":"Dominica Lumazar","startTime":1034.5,"endTime":1037.65,"body":"your target demographic. And so"},{"speaker":"Dominica Lumazar","startTime":1037.68,"endTime":1040.8,"body":"the next stage is, is testing"},{"speaker":"Dominica Lumazar","startTime":1037.68,"endTime":1040.8,"body":"and we're gonna love this right,"},{"speaker":"Dominica Lumazar","startTime":1040.8,"endTime":1044.67,"body":"we test test, test and test some"},{"speaker":"Dominica Lumazar","startTime":1040.8,"endTime":1044.67,"body":"more, because without testing,"},{"speaker":"Dominica Lumazar","startTime":1044.67,"endTime":1048.18,"body":"how the heck do we know what to"},{"speaker":"Dominica Lumazar","startTime":1044.67,"endTime":1048.18,"body":"do? So right, what are some ways"},{"speaker":"Dominica Lumazar","startTime":1048.18,"endTime":1052.14,"body":"that we test for brands to put"},{"speaker":"Dominica Lumazar","startTime":1048.18,"endTime":1052.14,"body":"them out into the marketplace?"},{"speaker":"Rory Carruthers","startTime":1053.21,"endTime":1056.36,"body":"Well, first of"},{"speaker":"Rory Carruthers","startTime":1053.21,"endTime":1056.36,"body":"all, I also want to just to"},{"speaker":"Rory Carruthers","startTime":1057.05,"endTime":1060.98,"body":"mention one more thing is that"},{"speaker":"Rory Carruthers","startTime":1057.05,"endTime":1060.98,"body":"clarity, being able to read"},{"speaker":"Rory Carruthers","startTime":1061.22,"endTime":1064.76,"body":"logos is really huge. Now, we"},{"speaker":"Rory Carruthers","startTime":1061.22,"endTime":1064.76,"body":"talked about sometimes scripty"},{"speaker":"Rory Carruthers","startTime":1064.76,"endTime":1069.53,"body":"fonts, with luxury brands, the"},{"speaker":"Rory Carruthers","startTime":1064.76,"endTime":1069.53,"body":"majority of luxury, luxury"},{"speaker":"Rory Carruthers","startTime":1069.53,"endTime":1074.33,"body":"brands, if you actually look at"},{"speaker":"Rory Carruthers","startTime":1069.53,"endTime":1074.33,"body":"them, you can still read their"},{"speaker":"Rory Carruthers","startTime":1074.36,"endTime":1077.6,"body":"logos, even when it's very"},{"speaker":"Rory Carruthers","startTime":1074.36,"endTime":1077.6,"body":"small, you know, or from a"},{"speaker":"Rory Carruthers","startTime":1077.6,"endTime":1081.32,"body":"distance. And the reason that"},{"speaker":"Rory Carruthers","startTime":1077.6,"endTime":1081.32,"body":"you need people to be able to"},{"speaker":"Rory Carruthers","startTime":1081.32,"endTime":1084.8,"body":"read it, so they can instantly"},{"speaker":"Rory Carruthers","startTime":1081.32,"endTime":1084.8,"body":"recognize it. If it's too"},{"speaker":"Rory Carruthers","startTime":1084.8,"endTime":1089.33,"body":"scripty, or, you know, or the"},{"speaker":"Rory Carruthers","startTime":1084.8,"endTime":1089.33,"body":"font just with with the word"},{"speaker":"Rory Carruthers","startTime":1089.33,"endTime":1092.06,"body":"with the letters that you have"},{"speaker":"Rory Carruthers","startTime":1089.33,"endTime":1092.06,"body":"for your name, it just doesn't"},{"speaker":"Rory Carruthers","startTime":1092.06,"endTime":1095.81,"body":"work for some reason, the"},{"speaker":"Rory Carruthers","startTime":1092.06,"endTime":1095.81,"body":"spacings not right, and it makes"},{"speaker":"Rory Carruthers","startTime":1095.81,"endTime":1099.44,"body":"any you look at it and you start"},{"speaker":"Rory Carruthers","startTime":1095.81,"endTime":1099.44,"body":"just glazing over. Like I don't"},{"speaker":"Rory Carruthers","startTime":1099.44,"endTime":1102.83,"body":"know what this is, what what"},{"speaker":"Rory Carruthers","startTime":1099.44,"endTime":1102.83,"body":"this is trying to say anymore."},{"speaker":"Rory Carruthers","startTime":1102.83,"endTime":1105.59,"body":"Like you have to pay attention"},{"speaker":"Rory Carruthers","startTime":1102.83,"endTime":1105.59,"body":"to that because people are going"},{"speaker":"Rory Carruthers","startTime":1105.59,"endTime":1109.94,"body":"to, to look at that. And they're"},{"speaker":"Rory Carruthers","startTime":1105.59,"endTime":1109.94,"body":"just not going to have any clue"},{"speaker":"Rory Carruthers","startTime":1109.94,"endTime":1113.6,"body":"what the name is. Mm hmm. You"},{"speaker":"Rory Carruthers","startTime":1109.94,"endTime":1113.6,"body":"know, and you have to be careful"},{"speaker":"Rory Carruthers","startTime":1113.6,"endTime":1116.54,"body":"with letters that sometimes"},{"speaker":"Rory Carruthers","startTime":1113.6,"endTime":1116.54,"body":"might end up looking like other"},{"speaker":"Rory Carruthers","startTime":1116.54,"endTime":1122.33,"body":"letters. Right? And then then"},{"speaker":"Rory Carruthers","startTime":1116.54,"endTime":1122.33,"body":"they don't, then they'll be if"},{"speaker":"Rory Carruthers","startTime":1122.36,"endTime":1127.49,"body":"they have to take a double take"},{"speaker":"Rory Carruthers","startTime":1122.36,"endTime":1127.49,"body":"to understand what your business"},{"speaker":"Rory Carruthers","startTime":1127.49,"endTime":1129.2,"body":"name is, then you're losing."},{"speaker":"Dominica Lumazar","startTime":1129.35,"endTime":1133.52,"body":"Mm hmm. All"},{"speaker":"Dominica Lumazar","startTime":1129.35,"endTime":1133.52,"body":"right. Yes. laughing because I"},{"speaker":"Dominica Lumazar","startTime":1133.52,"endTime":1135.83,"body":"see it a lot where clients will"},{"speaker":"Dominica Lumazar","startTime":1133.52,"endTime":1135.83,"body":"come to me and say, This is our"},{"speaker":"Dominica Lumazar","startTime":1135.83,"endTime":1139.97,"body":"new logo. And I'll just go Ah,"},{"speaker":"Dominica Lumazar","startTime":1135.83,"endTime":1139.97,"body":"and they look at me like you"},{"speaker":"Dominica Lumazar","startTime":1139.97,"endTime":1144.11,"body":"don't like it. I can't read it."},{"speaker":"Dominica Lumazar","startTime":1139.97,"endTime":1144.11,"body":"I have no idea what this says."},{"speaker":"Dominica Lumazar","startTime":1144.59,"endTime":1147.35,"body":"So, yeah, don't put your"},{"speaker":"Dominica Lumazar","startTime":1144.59,"endTime":1147.35,"body":"marketing people in that"},{"speaker":"Dominica Lumazar","startTime":1147.35,"endTime":1150.95,"body":"position to break your heart."},{"speaker":"Dominica Lumazar","startTime":1147.35,"endTime":1150.95,"body":"Just pick pick a good font."},{"speaker":"Rory Carruthers","startTime":1152.24,"endTime":1156.62,"body":"So testing,"},{"speaker":"Rory Carruthers","startTime":1152.24,"endTime":1156.62,"body":"yeah, testing. So testing. And"},{"speaker":"Rory Carruthers","startTime":1156.62,"endTime":1159.71,"body":"there's there's multiple ways to"},{"speaker":"Rory Carruthers","startTime":1156.62,"endTime":1159.71,"body":"do it. I mean, there's there's"},{"speaker":"Rory Carruthers","startTime":1159.71,"endTime":1162.44,"body":"places online that you can"},{"speaker":"Rory Carruthers","startTime":1159.71,"endTime":1162.44,"body":"actually just send logos out and"},{"speaker":"Rory Carruthers","startTime":1162.44,"endTime":1165.89,"body":"have like 50 or 100 people give"},{"speaker":"Rory Carruthers","startTime":1162.44,"endTime":1165.89,"body":"you their Yeah, your their"},{"speaker":"Rory Carruthers","startTime":1166.01,"endTime":1167.12,"body":"responses on it."},{"speaker":"Dominica Lumazar","startTime":1167.18,"endTime":1169.34,"body":"Their honest"},{"speaker":"Dominica Lumazar","startTime":1167.18,"endTime":1169.34,"body":"feedback. This is important"},{"speaker":"Dominica Lumazar","startTime":1169.34,"endTime":1174.32,"body":"Guys, do not do not think that"},{"speaker":"Dominica Lumazar","startTime":1169.34,"endTime":1174.32,"body":"the testing ground is good when"},{"speaker":"Dominica Lumazar","startTime":1174.32,"endTime":1176.87,"body":"you're sending this to family"},{"speaker":"Dominica Lumazar","startTime":1174.32,"endTime":1176.87,"body":"and your closest friends. This"},{"speaker":"Dominica Lumazar","startTime":1176.87,"endTime":1180.62,"body":"has to be from either perfect"},{"speaker":"Dominica Lumazar","startTime":1176.87,"endTime":1180.62,"body":"strangers, or people who have"},{"speaker":"Dominica Lumazar","startTime":1180.62,"endTime":1184.13,"body":"been your paying customers"},{"speaker":"Dominica Lumazar","startTime":1180.62,"endTime":1184.13,"body":"before. It's okay to do surveys"},{"speaker":"Dominica Lumazar","startTime":1184.13,"endTime":1187.19,"body":"and ask them if they like"},{"speaker":"Dominica Lumazar","startTime":1184.13,"endTime":1187.19,"body":"something, but do not go to your"},{"speaker":"Dominica Lumazar","startTime":1187.19,"endTime":1190.31,"body":"family and say what do you think"},{"speaker":"Dominica Lumazar","startTime":1187.19,"endTime":1190.31,"body":"and then make that your deciding"},{"speaker":"Dominica Lumazar","startTime":1190.31,"endTime":1195.02,"body":"factor because it might it might"},{"speaker":"Dominica Lumazar","startTime":1190.31,"endTime":1195.02,"body":"not be the best decision for"},{"speaker":"Dominica Lumazar","startTime":1195.02,"endTime":1195.8,"body":"your business."},{"speaker":"Rory Carruthers","startTime":1196.19,"endTime":1198.65,"body":"Yeah, and I'll"},{"speaker":"Rory Carruthers","startTime":1196.19,"endTime":1198.65,"body":"say I'll say that they're not"},{"speaker":"Rory Carruthers","startTime":1198.68,"endTime":1201.8,"body":"like even even the people giving"},{"speaker":"Rory Carruthers","startTime":1198.68,"endTime":1201.8,"body":"you feedback, they're not always"},{"speaker":"Rory Carruthers","startTime":1201.8,"endTime":1204.71,"body":"gonna be right either. Or, you"},{"speaker":"Rory Carruthers","startTime":1201.8,"endTime":1204.71,"body":"know, of course you have it, you"},{"speaker":"Rory Carruthers","startTime":1204.71,"endTime":1207.23,"body":"have to balance that. But if"},{"speaker":"Rory Carruthers","startTime":1204.71,"endTime":1207.23,"body":"you're getting if you're"},{"speaker":"Rory Carruthers","startTime":1207.23,"endTime":1210.17,"body":"getting, like, what you're"},{"speaker":"Rory Carruthers","startTime":1207.23,"endTime":1210.17,"body":"looking for is things like"},{"speaker":"Rory Carruthers","startTime":1211.58,"endTime":1215.48,"body":"what's, what is the name of"},{"speaker":"Rory Carruthers","startTime":1211.58,"endTime":1215.48,"body":"your, your business, I don't, I"},{"speaker":"Rory Carruthers","startTime":1215.48,"endTime":1218.21,"body":"can't read it, things like that,"},{"speaker":"Rory Carruthers","startTime":1215.48,"endTime":1218.21,"body":"that's going to be pretty"},{"speaker":"Rory Carruthers","startTime":1218.21,"endTime":1221.39,"body":"universal. If you start, if you"},{"speaker":"Rory Carruthers","startTime":1218.21,"endTime":1221.39,"body":"see a trend of stuff like that,"},{"speaker":"Rory Carruthers","startTime":1221.39,"endTime":1223.85,"body":"you got to pay attention to"},{"speaker":"Rory Carruthers","startTime":1221.39,"endTime":1223.85,"body":"that, you know, contrast with"},{"speaker":"Rory Carruthers","startTime":1223.85,"endTime":1227.33,"body":"colors is a big thing. So, you"},{"speaker":"Rory Carruthers","startTime":1223.85,"endTime":1227.33,"body":"know, say you've got like a"},{"speaker":"Rory Carruthers","startTime":1227.33,"endTime":1230.66,"body":"brown background with a black"},{"speaker":"Rory Carruthers","startTime":1227.33,"endTime":1230.66,"body":"font, that's probably not going"},{"speaker":"Rory Carruthers","startTime":1230.66,"endTime":1232.97,"body":"to stand out very well. And"},{"speaker":"Rory Carruthers","startTime":1230.66,"endTime":1232.97,"body":"people are going to have a hard"},{"speaker":"Rory Carruthers","startTime":1232.97,"endTime":1236.27,"body":"time. You know, if they have to"},{"speaker":"Rory Carruthers","startTime":1232.97,"endTime":1236.27,"body":"look in and squint to try and"},{"speaker":"Rory Carruthers","startTime":1236.54,"endTime":1239.84,"body":"see what you're, you know, the"},{"speaker":"Rory Carruthers","startTime":1236.54,"endTime":1239.84,"body":"font, you know, what the title"},{"speaker":"Rory Carruthers","startTime":1239.84,"endTime":1243.2,"body":"of your businesses or your"},{"speaker":"Rory Carruthers","startTime":1239.84,"endTime":1243.2,"body":"process or whatever it is, then,"},{"speaker":"Rory Carruthers","startTime":1243.41,"endTime":1246.32,"body":"again, that's, that's an issue,"},{"speaker":"Rory Carruthers","startTime":1243.41,"endTime":1246.32,"body":"the contrast is also going to"},{"speaker":"Rory Carruthers","startTime":1246.32,"endTime":1249.8,"body":"come up in context of where"},{"speaker":"Rory Carruthers","startTime":1246.32,"endTime":1249.8,"body":"you're using your logo, right?"},{"speaker":"Rory Carruthers","startTime":1249.8,"endTime":1258.98,"body":"So let's say you're putting out"},{"speaker":"Rory Carruthers","startTime":1249.8,"endTime":1258.98,"body":"a PDF, that work, you know, has"},{"speaker":"Rory Carruthers","startTime":1258.98,"endTime":1262.4,"body":"a black background on it. Yeah,"},{"speaker":"Rory Carruthers","startTime":1258.98,"endTime":1262.4,"body":"well, you're gonna use probably"},{"speaker":"Rory Carruthers","startTime":1262.4,"endTime":1265.76,"body":"a white version of your logo."},{"speaker":"Rory Carruthers","startTime":1262.4,"endTime":1265.76,"body":"But on your website, if your"},{"speaker":"Rory Carruthers","startTime":1265.76,"endTime":1268.82,"body":"website's white, then you might"},{"speaker":"Rory Carruthers","startTime":1265.76,"endTime":1268.82,"body":"be using a black version, or a"},{"speaker":"Rory Carruthers","startTime":1268.82,"endTime":1272.9,"body":"color version of your logo."},{"speaker":"Rory Carruthers","startTime":1268.82,"endTime":1272.9,"body":"Right? So, again, context also"},{"speaker":"Rory Carruthers","startTime":1272.93,"endTime":1275.48,"body":"matters, because you need to"},{"speaker":"Rory Carruthers","startTime":1272.93,"endTime":1275.48,"body":"create that contrast so that it"},{"speaker":"Rory Carruthers","startTime":1275.48,"endTime":1278.84,"body":"will stand out. Mm hmm. So"},{"speaker":"Rory Carruthers","startTime":1275.48,"endTime":1278.84,"body":"another thing to think about as"},{"speaker":"Rory Carruthers","startTime":1278.84,"endTime":1282.38,"body":"far as luxury brands is that"},{"speaker":"Rory Carruthers","startTime":1278.84,"endTime":1282.38,"body":"very few luxury brands have very"},{"speaker":"Rory Carruthers","startTime":1282.38,"endTime":1283.73,"body":"vibrant bright colors."},{"speaker":"Dominica Lumazar","startTime":1283.82,"endTime":1287.66,"body":"Red, red,"},{"speaker":"Dominica Lumazar","startTime":1283.82,"endTime":1287.66,"body":"white, and black. That's it. So"},{"speaker":"Dominica Lumazar","startTime":1287.72,"endTime":1291.44,"body":"there can be a pop of color, but"},{"speaker":"Dominica Lumazar","startTime":1287.72,"endTime":1291.44,"body":"it's, but it's usually like a"},{"speaker":"Dominica Lumazar","startTime":1291.44,"endTime":1293.78,"body":"very bold, and that's it."},{"speaker":"Rory Carruthers","startTime":1294.14,"endTime":1296.03,"body":"So yeah, single"},{"speaker":"Rory Carruthers","startTime":1294.14,"endTime":1296.03,"body":"single color."},{"speaker":"Rory Carruthers","startTime":1296.06,"endTime":1296.81,"body":"Yeah, yeah."},{"speaker":"Rory Carruthers","startTime":1297.29,"endTime":1302.51,"body":"But in most cases, you look at"},{"speaker":"Rory Carruthers","startTime":1297.29,"endTime":1302.51,"body":"most luxury brands, it's it"},{"speaker":"Rory Carruthers","startTime":1302.54,"endTime":1307.58,"body":"looks classy, because they are"},{"speaker":"Rory Carruthers","startTime":1302.54,"endTime":1307.58,"body":"using blacks, whites, Silver's"},{"speaker":"Rory Carruthers","startTime":1307.64,"endTime":1312.5,"body":"golds, things like that. Yeah,"},{"speaker":"Rory Carruthers","startTime":1307.64,"endTime":1312.5,"body":"yeah. So if your brand lends"},{"speaker":"Rory Carruthers","startTime":1312.5,"endTime":1314.72,"body":"itself to that, or if that's how"},{"speaker":"Rory Carruthers","startTime":1312.5,"endTime":1314.72,"body":"you want to be perceived in the"},{"speaker":"Rory Carruthers","startTime":1314.72,"endTime":1318.35,"body":"marketplace, you can use that to"},{"speaker":"Rory Carruthers","startTime":1314.72,"endTime":1318.35,"body":"your advantage, because there"},{"speaker":"Rory Carruthers","startTime":1318.35,"endTime":1324.38,"body":"are preconceived ideas about"},{"speaker":"Rory Carruthers","startTime":1318.35,"endTime":1324.38,"body":"what colors represent. So you"},{"speaker":"Rory Carruthers","startTime":1324.38,"endTime":1327.2,"body":"can use that to your advantage."},{"speaker":"Rory Carruthers","startTime":1324.38,"endTime":1327.2,"body":"And if you're wanting to convey"},{"speaker":"Rory Carruthers","startTime":1327.2,"endTime":1330.86,"body":"that you're like, the luxury"},{"speaker":"Rory Carruthers","startTime":1327.2,"endTime":1330.86,"body":"brand of this, then have your"},{"speaker":"Rory Carruthers","startTime":1330.86,"endTime":1336.05,"body":"logo, tap into that. Mm hmm. And"},{"speaker":"Rory Carruthers","startTime":1330.86,"endTime":1336.05,"body":"set yourself apart now, you"},{"speaker":"Rory Carruthers","startTime":1336.05,"endTime":1338.0,"body":"know, then there's the whole"},{"speaker":"Rory Carruthers","startTime":1336.05,"endTime":1338.0,"body":"creative aspect where Yeah,"},{"speaker":"Rory Carruthers","startTime":1338.0,"endTime":1341.42,"body":"maybe you can have that pop of"},{"speaker":"Rory Carruthers","startTime":1338.0,"endTime":1341.42,"body":"one color, just to really stand"},{"speaker":"Rory Carruthers","startTime":1341.42,"endTime":1343.88,"body":"out. But you've also got to"},{"speaker":"Rory Carruthers","startTime":1341.42,"endTime":1343.88,"body":"understand that when you're"},{"speaker":"Rory Carruthers","startTime":1343.88,"endTime":1346.76,"body":"building a personal brand online"},{"speaker":"Rory Carruthers","startTime":1343.88,"endTime":1346.76,"body":"versus a company that has"},{"speaker":"Rory Carruthers","startTime":1347.24,"endTime":1348.89,"body":"millions and millions of"},{"speaker":"Rory Carruthers","startTime":1347.24,"endTime":1348.89,"body":"dollars, that they're investing"},{"speaker":"Rory Carruthers","startTime":1348.89,"endTime":1353.06,"body":"in their advertising, they can,"},{"speaker":"Rory Carruthers","startTime":1348.89,"endTime":1353.06,"body":"they can buy their way into"},{"speaker":"Rory Carruthers","startTime":1353.06,"endTime":1356.48,"body":"people's minds, regardless of"},{"speaker":"Rory Carruthers","startTime":1353.06,"endTime":1356.48,"body":"their logo, sometimes"},{"speaker":"Dominica Lumazar","startTime":1356.51,"endTime":1358.16,"body":"totally with"},{"speaker":"Dominica Lumazar","startTime":1356.51,"endTime":1358.16,"body":"the right marketing and"},{"speaker":"Dominica Lumazar","startTime":1358.16,"endTime":1358.7,"body":"positioning."},{"speaker":"Rory Carruthers","startTime":1359.05,"endTime":1361.6,"body":"Yeah. Whereas"},{"speaker":"Rory Carruthers","startTime":1359.05,"endTime":1361.6,"body":"you know, you don't want to do"},{"speaker":"Rory Carruthers","startTime":1361.6,"endTime":1365.29,"body":"that you want to be as clear as"},{"speaker":"Rory Carruthers","startTime":1361.6,"endTime":1365.29,"body":"possible, and, and position"},{"speaker":"Rory Carruthers","startTime":1365.29,"endTime":1368.53,"body":"yourself properly so that you're"},{"speaker":"Rory Carruthers","startTime":1365.29,"endTime":1368.53,"body":"not having to spend all this"},{"speaker":"Rory Carruthers","startTime":1368.53,"endTime":1373.42,"body":"money just to get into people's"},{"speaker":"Rory Carruthers","startTime":1368.53,"endTime":1373.42,"body":"minds. You can, you can use it"},{"speaker":"Rory Carruthers","startTime":1373.42,"endTime":1377.08,"body":"to just stand out and be like"},{"speaker":"Rory Carruthers","startTime":1373.42,"endTime":1377.08,"body":"here, this is what is that. This"},{"speaker":"Rory Carruthers","startTime":1377.08,"endTime":1380.17,"body":"is what this is who we are, this"},{"speaker":"Rory Carruthers","startTime":1377.08,"endTime":1380.17,"body":"is what we do, and be very clear"},{"speaker":"Rory Carruthers","startTime":1380.17,"endTime":1380.59,"body":"about it."},{"speaker":"Dominica Lumazar","startTime":1381.95,"endTime":1385.01,"body":"clarity,"},{"speaker":"Dominica Lumazar","startTime":1381.95,"endTime":1385.01,"body":"clarity is key. Along with"},{"speaker":"Dominica Lumazar","startTime":1385.01,"endTime":1392.15,"body":"clarity, I often find that the"},{"speaker":"Dominica Lumazar","startTime":1385.01,"endTime":1392.15,"body":"best, best remedy to doing any"},{"speaker":"Dominica Lumazar","startTime":1392.15,"endTime":1396.65,"body":"sort of online branding is to"},{"speaker":"Dominica Lumazar","startTime":1392.15,"endTime":1396.65,"body":"keep it simple. That is my"},{"speaker":"Dominica Lumazar","startTime":1396.65,"endTime":1401.15,"body":"secret to online branding"},{"speaker":"Dominica Lumazar","startTime":1396.65,"endTime":1401.15,"body":"success. Keep it so simple,"},{"speaker":"Dominica Lumazar","startTime":1401.21,"endTime":1404.27,"body":"because everyone wants to"},{"speaker":"Dominica Lumazar","startTime":1401.21,"endTime":1404.27,"body":"overcomplicate when I think of"},{"speaker":"Dominica Lumazar","startTime":1404.27,"endTime":1409.76,"body":"taglines, I'm, I'm constantly"},{"speaker":"Dominica Lumazar","startTime":1404.27,"endTime":1409.76,"body":"motivating and encouraging my"},{"speaker":"Dominica Lumazar","startTime":1409.76,"endTime":1414.23,"body":"clients to keep it so simple. I"},{"speaker":"Dominica Lumazar","startTime":1409.76,"endTime":1414.23,"body":"mean a few words, get the point"},{"speaker":"Dominica Lumazar","startTime":1414.23,"endTime":1417.59,"body":"across, let them know what"},{"speaker":"Dominica Lumazar","startTime":1414.23,"endTime":1417.59,"body":"they're going to be getting out"},{"speaker":"Dominica Lumazar","startTime":1417.59,"endTime":1422.3,"body":"of the experience by buying into"},{"speaker":"Dominica Lumazar","startTime":1417.59,"endTime":1422.3,"body":"your brand. That's something"},{"speaker":"Dominica Lumazar","startTime":1422.3,"endTime":1425.87,"body":"that I feel like is missed as"},{"speaker":"Dominica Lumazar","startTime":1422.3,"endTime":1425.87,"body":"well. When we are purchasing"},{"speaker":"Dominica Lumazar","startTime":1425.93,"endTime":1430.01,"body":"anything, anything we are buying"},{"speaker":"Dominica Lumazar","startTime":1425.93,"endTime":1430.01,"body":"in, we're spending our hard"},{"speaker":"Dominica Lumazar","startTime":1430.01,"endTime":1433.73,"body":"earned dollars eyeing into a"},{"speaker":"Dominica Lumazar","startTime":1430.01,"endTime":1433.73,"body":"brand. What does that brand all"},{"speaker":"Dominica Lumazar","startTime":1433.73,"endTime":1438.83,"body":"about? So you want to make sure"},{"speaker":"Dominica Lumazar","startTime":1433.73,"endTime":1438.83,"body":"that your brand has everything"},{"speaker":"Dominica Lumazar","startTime":1438.83,"endTime":1443.18,"body":"you want to portray. And it's a"},{"speaker":"Dominica Lumazar","startTime":1438.83,"endTime":1443.18,"body":"challenge like I challenge all"},{"speaker":"Dominica Lumazar","startTime":1443.18,"endTime":1445.85,"body":"of you to like look at your own"},{"speaker":"Dominica Lumazar","startTime":1443.18,"endTime":1445.85,"body":"personal brands. Is it"},{"speaker":"Dominica Lumazar","startTime":1445.88,"endTime":1449.69,"body":"portraying exactly what you need"},{"speaker":"Dominica Lumazar","startTime":1445.88,"endTime":1449.69,"body":"to get across in five seconds or"},{"speaker":"Dominica Lumazar","startTime":1449.69,"endTime":1452.39,"body":"less? And now I sound like a"},{"speaker":"Dominica Lumazar","startTime":1449.69,"endTime":1452.39,"body":"broken record, but this is just"},{"speaker":"Dominica Lumazar","startTime":1453.47,"endTime":1457.49,"body":"step one important. For example,"},{"speaker":"Dominica Lumazar","startTime":1453.47,"endTime":1457.49,"body":"okay, BMW, the ultimate driving"},{"speaker":"Dominica Lumazar","startTime":1457.49,"endTime":1462.8,"body":"machine I'm in it tells me"},{"speaker":"Dominica Lumazar","startTime":1457.49,"endTime":1462.8,"body":"exactly what it is. It tells me"},{"speaker":"Dominica Lumazar","startTime":1462.8,"endTime":1465.11,"body":"exactly what I'm going to be"},{"speaker":"Dominica Lumazar","startTime":1462.8,"endTime":1465.11,"body":"getting out of the experience"},{"speaker":"Dominica Lumazar","startTime":1465.11,"endTime":1467.72,"body":"when I get into my Beamer. I'm"},{"speaker":"Dominica Lumazar","startTime":1465.11,"endTime":1467.72,"body":"going to have the ultimate"},{"speaker":"Dominica Lumazar","startTime":1467.72,"endTime":1472.28,"body":"driving experience and it's the"},{"speaker":"Dominica Lumazar","startTime":1467.72,"endTime":1472.28,"body":"best machine ever. Right? But if"},{"speaker":"Dominica Lumazar","startTime":1472.28,"endTime":1475.85,"body":"you can come up with something"},{"speaker":"Dominica Lumazar","startTime":1472.28,"endTime":1475.85,"body":"like that, then you're off to"},{"speaker":"Dominica Lumazar","startTime":1475.85,"endTime":1480.56,"body":"the races. And like Rory said,"},{"speaker":"Dominica Lumazar","startTime":1475.85,"endTime":1480.56,"body":"like don't don't spend you know,"},{"speaker":"Dominica Lumazar","startTime":1480.56,"endTime":1483.23,"body":"millions of dollars trying to"},{"speaker":"Dominica Lumazar","startTime":1480.56,"endTime":1483.23,"body":"buy your way into people's"},{"speaker":"Dominica Lumazar","startTime":1483.23,"endTime":1485.9,"body":"minds. Just think about it"},{"speaker":"Dominica Lumazar","startTime":1483.23,"endTime":1485.9,"body":"really strategically for"},{"speaker":"Dominica Lumazar","startTime":1485.9,"endTime":1490.31,"body":"yourself and make it make that"},{"speaker":"Dominica Lumazar","startTime":1485.9,"endTime":1490.31,"body":"impression super lasting so that"},{"speaker":"Dominica Lumazar","startTime":1490.31,"endTime":1494.69,"body":"it makes someone go Hmm, you"},{"speaker":"Dominica Lumazar","startTime":1490.31,"endTime":1494.69,"body":"don't need to get an Instant Buy"},{"speaker":"Dominica Lumazar","startTime":1494.69,"endTime":1498.23,"body":"Now just make someone go Hmm,"},{"speaker":"Dominica Lumazar","startTime":1494.69,"endTime":1498.23,"body":"because then that's where ad"},{"speaker":"Dominica Lumazar","startTime":1498.23,"endTime":1502.67,"body":"retargeting and positioning come"},{"speaker":"Dominica Lumazar","startTime":1498.23,"endTime":1502.67,"body":"into play. So let's talk about"},{"speaker":"Dominica Lumazar","startTime":1502.67,"endTime":1507.89,"body":"ways to get brand exposure. We"},{"speaker":"Dominica Lumazar","startTime":1502.67,"endTime":1507.89,"body":"get this question a lot, a lot,"},{"speaker":"Dominica Lumazar","startTime":1507.92,"endTime":1513.11,"body":"what are the best ways to get my"},{"speaker":"Dominica Lumazar","startTime":1507.92,"endTime":1513.11,"body":"brand and my business online?"},{"speaker":"Dominica Lumazar","startTime":1513.65,"endTime":1517.7,"body":"First and foremost, social media"},{"speaker":"Dominica Lumazar","startTime":1513.65,"endTime":1517.7,"body":"platforms are free. Put your"},{"speaker":"Dominica Lumazar","startTime":1517.7,"endTime":1522.2,"body":"logo and your brand on every"},{"speaker":"Dominica Lumazar","startTime":1517.7,"endTime":1522.2,"body":"thing, everything that's free,"},{"speaker":"Dominica Lumazar","startTime":1522.2,"endTime":1525.2,"body":"because it's going to help with"},{"speaker":"Dominica Lumazar","startTime":1522.2,"endTime":1525.2,"body":"search engine optimization, and"},{"speaker":"Dominica Lumazar","startTime":1525.2,"endTime":1529.52,"body":"keeping brand consistency. What"},{"speaker":"Dominica Lumazar","startTime":1525.2,"endTime":1529.52,"body":"other ways worry what other ways"},{"speaker":"Dominica Lumazar","startTime":1529.52,"endTime":1531.08,"body":"to have some online brand"},{"speaker":"Dominica Lumazar","startTime":1529.52,"endTime":1531.08,"body":"exposure?"},{"speaker":"Rory Carruthers","startTime":1532.04,"endTime":1535.79,"body":"images, Mm hmm."},{"speaker":"Rory Carruthers","startTime":1532.04,"endTime":1535.79,"body":"As many images as you can put"},{"speaker":"Rory Carruthers","startTime":1535.79,"endTime":1538.64,"body":"out, other, you know, if it's"},{"speaker":"Rory Carruthers","startTime":1535.79,"endTime":1538.64,"body":"your personal brand, and you are"},{"speaker":"Rory Carruthers","startTime":1538.64,"endTime":1541.91,"body":"the brand that has many images"},{"speaker":"Rory Carruthers","startTime":1538.64,"endTime":1541.91,"body":"of yourself that you can, you"},{"speaker":"Rory Carruthers","startTime":1541.91,"endTime":1543.92,"body":"know, some of these are going to"},{"speaker":"Rory Carruthers","startTime":1541.91,"endTime":1543.92,"body":"be your everyday life, some of"},{"speaker":"Rory Carruthers","startTime":1543.92,"endTime":1546.59,"body":"them will be business space,"},{"speaker":"Rory Carruthers","startTime":1543.92,"endTime":1546.59,"body":"some of them will be, you know,"},{"speaker":"Rory Carruthers","startTime":1546.65,"endTime":1548.54,"body":"photoshoots, and things like"},{"speaker":"Rory Carruthers","startTime":1546.65,"endTime":1548.54,"body":"that, that you're putting"},{"speaker":"Rory Carruthers","startTime":1548.54,"endTime":1552.62,"body":"together. But the thing is, is,"},{"speaker":"Rory Carruthers","startTime":1548.54,"endTime":1552.62,"body":"you know, not because you don't"},{"speaker":"Rory Carruthers","startTime":1552.62,"endTime":1556.07,"body":"want to get too overwhelmed with"},{"speaker":"Rory Carruthers","startTime":1552.62,"endTime":1556.07,"body":"this, but you can repurpose a"},{"speaker":"Rory Carruthers","startTime":1556.07,"endTime":1558.83,"body":"lot of stuff to work for you."},{"speaker":"Dominica Lumazar","startTime":1559.46,"endTime":1561.17,"body":"Well, let's"},{"speaker":"Dominica Lumazar","startTime":1559.46,"endTime":1561.17,"body":"talk about that. And how you and"},{"speaker":"Dominica Lumazar","startTime":1561.17,"endTime":1563.03,"body":"I do that with the podcasts that"},{"speaker":"Dominica Lumazar","startTime":1561.17,"endTime":1563.03,"body":"might inspire"},{"speaker":"Rory Carruthers","startTime":1563.12,"endTime":1564.59,"body":"people? Sure."},{"speaker":"Dominica Lumazar","startTime":1565.49,"endTime":1569.42,"body":"So we start"},{"speaker":"Dominica Lumazar","startTime":1565.49,"endTime":1569.42,"body":"our whole repurposing right here"},{"speaker":"Dominica Lumazar","startTime":1569.45,"endTime":1574.04,"body":"with what you're seeing right"},{"speaker":"Dominica Lumazar","startTime":1569.45,"endTime":1574.04,"body":"now, if you're watching this, if"},{"speaker":"Dominica Lumazar","startTime":1574.04,"endTime":1576.11,"body":"you're not watching this, that's"},{"speaker":"Dominica Lumazar","startTime":1574.04,"endTime":1576.11,"body":"okay. That's part of the"},{"speaker":"Dominica Lumazar","startTime":1576.11,"endTime":1581.72,"body":"repurposing that we've done. We"},{"speaker":"Dominica Lumazar","startTime":1576.11,"endTime":1581.72,"body":"record video at the same time we"},{"speaker":"Dominica Lumazar","startTime":1581.72,"endTime":1586.16,"body":"record audio, right there. So"},{"speaker":"Dominica Lumazar","startTime":1581.72,"endTime":1586.16,"body":"now we've got two ways to get"},{"speaker":"Dominica Lumazar","startTime":1586.22,"endTime":1587.75,"body":"our information out, we"},{"speaker":"Rory Carruthers","startTime":1587.87,"endTime":1591.23,"body":"take clips of"},{"speaker":"Rory Carruthers","startTime":1587.87,"endTime":1591.23,"body":"the video on the audio tool that"},{"speaker":"Rory Carruthers","startTime":1591.23,"endTime":1594.77,"body":"we use for promotions, we take"},{"speaker":"Rory Carruthers","startTime":1591.23,"endTime":1594.77,"body":"quotes from things we say and"},{"speaker":"Rory Carruthers","startTime":1594.77,"endTime":1599.63,"body":"turn them into quote images. We"},{"speaker":"Rory Carruthers","startTime":1594.77,"endTime":1599.63,"body":"also take Yeah, this"},{"speaker":"Rory Carruthers","startTime":1599.63,"endTime":1604.34,"body":"transcription, there is you"},{"speaker":"Rory Carruthers","startTime":1599.63,"endTime":1604.34,"body":"photos that we take while we're"},{"speaker":"Rory Carruthers","startTime":1604.34,"endTime":1609.08,"body":"doing the podcast, or right"},{"speaker":"Rory Carruthers","startTime":1604.34,"endTime":1609.08,"body":"after you know what else to do."},{"speaker":"Dominica Lumazar","startTime":1609.26,"endTime":1611.84,"body":"The thing that"},{"speaker":"Dominica Lumazar","startTime":1609.26,"endTime":1611.84,"body":"I love so much about the way"},{"speaker":"Dominica Lumazar","startTime":1611.84,"endTime":1616.79,"body":"that we repurpose is once the"},{"speaker":"Dominica Lumazar","startTime":1611.84,"endTime":1616.79,"body":"transcription is done from this,"},{"speaker":"Dominica Lumazar","startTime":1617.06,"endTime":1620.36,"body":"I can pull out so much of that"},{"speaker":"Dominica Lumazar","startTime":1617.06,"endTime":1620.36,"body":"information to use for social"},{"speaker":"Dominica Lumazar","startTime":1620.36,"endTime":1623.57,"body":"media quotes, it gets turned"},{"speaker":"Dominica Lumazar","startTime":1620.36,"endTime":1623.57,"body":"into a blog post, it can get"},{"speaker":"Dominica Lumazar","startTime":1623.57,"endTime":1626.78,"body":"you're into pretty much"},{"speaker":"Dominica Lumazar","startTime":1623.57,"endTime":1626.78,"body":"anything. And nobody would ever"},{"speaker":"Dominica Lumazar","startTime":1626.78,"endTime":1630.05,"body":"know that that came from this"},{"speaker":"Dominica Lumazar","startTime":1626.78,"endTime":1630.05,"body":"one episode unless we say that."},{"speaker":"Dominica Lumazar","startTime":1630.26,"endTime":1634.28,"body":"So there is a mountain of"},{"speaker":"Dominica Lumazar","startTime":1630.26,"endTime":1634.28,"body":"information just in one podcast"},{"speaker":"Dominica Lumazar","startTime":1634.28,"endTime":1637.79,"body":"episode that we can repurpose"},{"speaker":"Dominica Lumazar","startTime":1634.28,"endTime":1637.79,"body":"over and over and over again for"},{"speaker":"Dominica Lumazar","startTime":1637.79,"endTime":1642.05,"body":"years to come. So we are all"},{"speaker":"Dominica Lumazar","startTime":1637.79,"endTime":1642.05,"body":"about teaching our clients to"},{"speaker":"Dominica Lumazar","startTime":1642.05,"endTime":1644.81,"body":"work smarter, not harder. And"},{"speaker":"Dominica Lumazar","startTime":1642.05,"endTime":1644.81,"body":"this is one of the ways to do"},{"speaker":"Dominica Lumazar","startTime":1644.81,"endTime":1647.81,"body":"that. But you just have to be"},{"speaker":"Dominica Lumazar","startTime":1644.81,"endTime":1647.81,"body":"thinking bigger picture to set"},{"speaker":"Dominica Lumazar","startTime":1647.81,"endTime":1650.27,"body":"these things up ahead of time"},{"speaker":"Dominica Lumazar","startTime":1647.81,"endTime":1650.27,"body":"for yourself. And I'm not gonna"},{"speaker":"Dominica Lumazar","startTime":1650.27,"endTime":1653.66,"body":"lie, like doing the podcast"},{"speaker":"Dominica Lumazar","startTime":1650.27,"endTime":1653.66,"body":"stuff. Sure, we can back me up"},{"speaker":"Dominica Lumazar","startTime":1653.66,"endTime":1658.76,"body":"on this. It's a lot of work. But"},{"speaker":"Dominica Lumazar","startTime":1653.66,"endTime":1658.76,"body":"now that we're on to Episode 20,"},{"speaker":"Dominica Lumazar","startTime":1658.79,"endTime":1662.03,"body":"this is Episode 20. It's"},{"speaker":"Dominica Lumazar","startTime":1658.79,"endTime":1662.03,"body":"amazing. We are getting into a"},{"speaker":"Dominica Lumazar","startTime":1662.03,"endTime":1665.93,"body":"rhythm. And so if you decide to"},{"speaker":"Dominica Lumazar","startTime":1662.03,"endTime":1665.93,"body":"do this sort of content creation"},{"speaker":"Dominica Lumazar","startTime":1665.93,"endTime":1668.9,"body":"where you are repurposing, you"},{"speaker":"Dominica Lumazar","startTime":1665.93,"endTime":1668.9,"body":"will find what rhythm makes"},{"speaker":"Dominica Lumazar","startTime":1668.9,"endTime":1670.34,"body":"sense for you in your business."},{"speaker":"Rory Carruthers","startTime":1670.4,"endTime":1672.59,"body":"Just think to"},{"speaker":"Rory Carruthers","startTime":1670.4,"endTime":1672.59,"body":"think about it like this, okay,"},{"speaker":"Rory Carruthers","startTime":1673.16,"endTime":1678.8,"body":"let's look at a musician. Okay?"},{"speaker":"Rory Carruthers","startTime":1673.16,"endTime":1678.8,"body":"Now, if they're releasing a new"},{"speaker":"Rory Carruthers","startTime":1678.8,"endTime":1681.77,"body":"song, they don't just put the"},{"speaker":"Rory Carruthers","startTime":1678.8,"endTime":1681.77,"body":"song up and say there's that"},{"speaker":"Rory Carruthers","startTime":1681.8,"endTime":1685.73,"body":"what do they do? They make a"},{"speaker":"Rory Carruthers","startTime":1681.8,"endTime":1685.73,"body":"music video, yeah, they make a"},{"speaker":"Rory Carruthers","startTime":1685.73,"endTime":1690.71,"body":"lyric video, pray, make a, you"},{"speaker":"Rory Carruthers","startTime":1685.73,"endTime":1690.71,"body":"know, a playthrough video of you"},{"speaker":"Rory Carruthers","startTime":1690.71,"endTime":1694.28,"body":"know, then playing the song,"},{"speaker":"Rory Carruthers","startTime":1690.71,"endTime":1694.28,"body":"they, they do a stripped down"},{"speaker":"Rory Carruthers","startTime":1694.28,"endTime":1699.53,"body":"version of it, they do remix"},{"speaker":"Rory Carruthers","startTime":1694.28,"endTime":1699.53,"body":"version of the song, they then"},{"speaker":"Rory Carruthers","startTime":1699.56,"endTime":1702.5,"body":"then they go and then they you"},{"speaker":"Rory Carruthers","startTime":1699.56,"endTime":1702.5,"body":"know when when bands can"},{"speaker":"Rory Carruthers","startTime":1702.53,"endTime":1706.55,"body":"actually tour, they go out and"},{"speaker":"Rory Carruthers","startTime":1702.53,"endTime":1706.55,"body":"they perform that same song over"},{"speaker":"Rory Carruthers","startTime":1706.55,"endTime":1709.43,"body":"and over and over again to get"},{"speaker":"Rory Carruthers","startTime":1706.55,"endTime":1709.43,"body":"it to people and create an"},{"speaker":"Rory Carruthers","startTime":1709.43,"endTime":1712.19,"body":"experience for them. So you"},{"speaker":"Rory Carruthers","startTime":1709.43,"endTime":1712.19,"body":"think about that. So they"},{"speaker":"Rory Carruthers","startTime":1712.19,"endTime":1716.18,"body":"created one thing one time, and"},{"speaker":"Rory Carruthers","startTime":1712.19,"endTime":1716.18,"body":"it's just continues to snowball"},{"speaker":"Rory Carruthers","startTime":1716.18,"endTime":1719.36,"body":"into all the other things that"},{"speaker":"Rory Carruthers","startTime":1716.18,"endTime":1719.36,"body":"they can do. You know, they"},{"speaker":"Rory Carruthers","startTime":1719.36,"endTime":1723.26,"body":"write the lyrics so that people"},{"speaker":"Rory Carruthers","startTime":1719.36,"endTime":1723.26,"body":"can find the lyrics online."},{"speaker":"Rory Carruthers","startTime":1723.32,"endTime":1726.71,"body":"They, you know, create music"},{"speaker":"Rory Carruthers","startTime":1723.32,"endTime":1726.71,"body":"books so that people can learn"},{"speaker":"Rory Carruthers","startTime":1726.71,"endTime":1729.95,"body":"how to play the songs. I mean,"},{"speaker":"Rory Carruthers","startTime":1726.71,"endTime":1729.95,"body":"it just goes on and on. You"},{"speaker":"Rory Carruthers","startTime":1729.95,"endTime":1733.01,"body":"know, yes, there's a bit of"},{"speaker":"Rory Carruthers","startTime":1729.95,"endTime":1733.01,"body":"effort to create the initial"},{"speaker":"Rory Carruthers","startTime":1733.01,"endTime":1738.53,"body":"content, but it can be expanded"},{"speaker":"Rory Carruthers","startTime":1733.01,"endTime":1738.53,"body":"into this realm of other content"},{"speaker":"Rory Carruthers","startTime":1738.77,"endTime":1741.47,"body":"in pretty much anything that you"},{"speaker":"Rory Carruthers","startTime":1738.77,"endTime":1741.47,"body":"do. I mean, we do this with"},{"speaker":"Rory Carruthers","startTime":1741.47,"endTime":1745.43,"body":"books, books, turned into"},{"speaker":"Rory Carruthers","startTime":1741.47,"endTime":1745.43,"body":"audiobooks turned into mini"},{"speaker":"Rory Carruthers","startTime":1745.43,"endTime":1750.44,"body":"courses, turn into, you know,"},{"speaker":"Rory Carruthers","startTime":1745.43,"endTime":1750.44,"body":"video courses, turn into YouTube"},{"speaker":"Rory Carruthers","startTime":1750.44,"endTime":1754.22,"body":"videos based on your book,"},{"speaker":"Rory Carruthers","startTime":1750.44,"endTime":1754.22,"body":"turned it into Facebook Lives,"},{"speaker":"Rory Carruthers","startTime":1754.22,"endTime":1757.85,"body":"turned it into, you know, quote"},{"speaker":"Rory Carruthers","startTime":1754.22,"endTime":1757.85,"body":"cards from quotes, you say in"},{"speaker":"Rory Carruthers","startTime":1757.85,"endTime":1760.76,"body":"your book, like it just goes on"},{"speaker":"Rory Carruthers","startTime":1757.85,"endTime":1760.76,"body":"and on Take, take the things"},{"speaker":"Rory Carruthers","startTime":1760.76,"endTime":1765.05,"body":"that you've already created and"},{"speaker":"Rory Carruthers","startTime":1760.76,"endTime":1765.05,"body":"make them something that you can"},{"speaker":"Rory Carruthers","startTime":1765.05,"endTime":1771.11,"body":"actually benefit from long term"},{"speaker":"Rory Carruthers","startTime":1765.05,"endTime":1771.11,"body":"and use this, the that that"},{"speaker":"Rory Carruthers","startTime":1771.11,"endTime":1775.16,"body":"thing you've created as a"},{"speaker":"Rory Carruthers","startTime":1771.11,"endTime":1775.16,"body":"starting point a jump a way to"},{"speaker":"Rory Carruthers","startTime":1775.19,"endTime":1779.72,"body":"springboard, springboard. Thank"},{"speaker":"Rory Carruthers","startTime":1775.19,"endTime":1779.72,"body":"you, springboard, there all the"},{"speaker":"Rory Carruthers","startTime":1779.72,"endTime":1781.91,"body":"rest of the promotions and"},{"speaker":"Rory Carruthers","startTime":1779.72,"endTime":1781.91,"body":"things that you're going to do."},{"speaker":"Dominica Lumazar","startTime":1782.11,"endTime":1784.63,"body":"Yeah, I'll"},{"speaker":"Dominica Lumazar","startTime":1782.11,"endTime":1784.63,"body":"take even one step further. For"},{"speaker":"Dominica Lumazar","startTime":1784.63,"endTime":1787.51,"body":"those of you who haven't picked"},{"speaker":"Dominica Lumazar","startTime":1784.63,"endTime":1787.51,"body":"up on it yet who follow me on my"},{"speaker":"Dominica Lumazar","startTime":1787.51,"endTime":1792.07,"body":"personal Instagram at Dominica"},{"speaker":"Dominica Lumazar","startTime":1787.51,"endTime":1792.07,"body":"Lumazar, just about 95% of my"},{"speaker":"Dominica Lumazar","startTime":1792.07,"endTime":1797.23,"body":"posts are just passages from my"},{"speaker":"Dominica Lumazar","startTime":1792.07,"endTime":1797.23,"body":"book, but I've just why reinvent"},{"speaker":"Dominica Lumazar","startTime":1797.23,"endTime":1800.98,"body":"the wheel. I've already written"},{"speaker":"Dominica Lumazar","startTime":1797.23,"endTime":1800.98,"body":"the book. So I just Grab it from"},{"speaker":"Dominica Lumazar","startTime":1800.98,"endTime":1804.76,"body":"the PDF, and I stick it in as my"},{"speaker":"Dominica Lumazar","startTime":1800.98,"endTime":1804.76,"body":"caption, and it's great. So"},{"speaker":"Dominica Lumazar","startTime":1804.79,"endTime":1808.57,"body":"yeah, if you have a book, The"},{"speaker":"Dominica Lumazar","startTime":1804.79,"endTime":1808.57,"body":"Power of repurposing is very"},{"speaker":"Dominica Lumazar","startTime":1808.57,"endTime":1808.9,"body":"big."},{"speaker":"Rory Carruthers","startTime":1809.27,"endTime":1811.34,"body":"Yeah, and you"},{"speaker":"Rory Carruthers","startTime":1809.27,"endTime":1811.34,"body":"can outsource some of this stuff"},{"speaker":"Rory Carruthers","startTime":1811.34,"endTime":1814.88,"body":"too, if you want. You know, if"},{"speaker":"Rory Carruthers","startTime":1811.34,"endTime":1814.88,"body":"you're like, I don't have time"},{"speaker":"Rory Carruthers","startTime":1814.88,"endTime":1818.18,"body":"to do that, well, you can"},{"speaker":"Rory Carruthers","startTime":1814.88,"endTime":1818.18,"body":"actually send your book to, to"},{"speaker":"Rory Carruthers","startTime":1818.18,"endTime":1821.51,"body":"someone and say, I want you to"},{"speaker":"Rory Carruthers","startTime":1818.18,"endTime":1821.51,"body":"go through I want you every time"},{"speaker":"Rory Carruthers","startTime":1821.51,"endTime":1824.87,"body":"you use a quote, highlighted in"},{"speaker":"Rory Carruthers","startTime":1821.51,"endTime":1824.87,"body":"the book that you've used, it"},{"speaker":"Rory Carruthers","startTime":1824.9,"endTime":1827.9,"body":"may make a make a quote card,"},{"speaker":"Rory Carruthers","startTime":1824.9,"endTime":1827.9,"body":"and then you're going to post it"},{"speaker":"Rory Carruthers","startTime":1827.9,"endTime":1831.77,"body":"on my social media. Yeah. And I"},{"speaker":"Rory Carruthers","startTime":1827.9,"endTime":1831.77,"body":"want you to post X number every,"},{"speaker":"Rory Carruthers","startTime":1831.8,"endTime":1834.65,"body":"you know, every day, every every"},{"speaker":"Rory Carruthers","startTime":1831.8,"endTime":1834.65,"body":"week or something like that."},{"speaker":"Rory Carruthers","startTime":1835.04,"endTime":1838.58,"body":"Right? I mean, you'll you're"},{"speaker":"Rory Carruthers","startTime":1835.04,"endTime":1838.58,"body":"giving them years worth of"},{"speaker":"Rory Carruthers","startTime":1838.76,"endTime":1842.63,"body":"content, the things that they"},{"speaker":"Rory Carruthers","startTime":1838.76,"endTime":1842.63,"body":"can be doing just with that one"},{"speaker":"Rory Carruthers","startTime":1842.66,"endTime":1843.83,"body":"step there. Yeah,"},{"speaker":"Dominica Lumazar","startTime":1843.86,"endTime":1845.99,"body":"absolutely. We"},{"speaker":"Dominica Lumazar","startTime":1843.86,"endTime":1845.99,"body":"got on this topic, talking about"},{"speaker":"Dominica Lumazar","startTime":1845.99,"endTime":1850.34,"body":"brand exposure. And the ways to"},{"speaker":"Dominica Lumazar","startTime":1845.99,"endTime":1850.34,"body":"do that. And this is just an"},{"speaker":"Dominica Lumazar","startTime":1850.34,"endTime":1853.79,"body":"amazing way to do that. One of"},{"speaker":"Dominica Lumazar","startTime":1850.34,"endTime":1853.79,"body":"those challenging things that"},{"speaker":"Dominica Lumazar","startTime":1853.79,"endTime":1858.77,"body":"always come up for clients and"},{"speaker":"Dominica Lumazar","startTime":1853.79,"endTime":1858.77,"body":"business owners seems to be the"},{"speaker":"Dominica Lumazar","startTime":1858.77,"endTime":1862.04,"body":"timing, like where he was"},{"speaker":"Dominica Lumazar","startTime":1858.77,"endTime":1862.04,"body":"saying, so don't work as hard."},{"speaker":"Dominica Lumazar","startTime":1862.07,"endTime":1865.79,"body":"Just do it once, repurpose it,"},{"speaker":"Dominica Lumazar","startTime":1862.07,"endTime":1865.79,"body":"move on, move on to the next"},{"speaker":"Dominica Lumazar","startTime":1865.79,"endTime":1868.25,"body":"thing. But we all know that"},{"speaker":"Dominica Lumazar","startTime":1865.79,"endTime":1868.25,"body":"being online and playing into"},{"speaker":"Dominica Lumazar","startTime":1868.25,"endTime":1871.88,"body":"the algorithm is really"},{"speaker":"Dominica Lumazar","startTime":1868.25,"endTime":1871.88,"body":"important. So along with doing"},{"speaker":"Dominica Lumazar","startTime":1872.03,"endTime":1875.6,"body":"all that content creation, the"},{"speaker":"Dominica Lumazar","startTime":1872.03,"endTime":1875.6,"body":"power of positioning that"},{"speaker":"Dominica Lumazar","startTime":1875.6,"endTime":1879.14,"body":"creation is really important."},{"speaker":"Dominica Lumazar","startTime":1875.6,"endTime":1879.14,"body":"And I know you're a master at"},{"speaker":"Dominica Lumazar","startTime":1879.14,"endTime":1879.47,"body":"that."},{"speaker":"Rory Carruthers","startTime":1879.5,"endTime":1882.41,"body":"Well, okay, so"},{"speaker":"Rory Carruthers","startTime":1879.5,"endTime":1882.41,"body":"positioning is about is all"},{"speaker":"Rory Carruthers","startTime":1882.41,"endTime":1885.08,"body":"about how you're presenting"},{"speaker":"Rory Carruthers","startTime":1882.41,"endTime":1885.08,"body":"yourself in the marketplace. Mm"},{"speaker":"Rory Carruthers","startTime":1885.08,"endTime":1888.98,"body":"hmm. Okay, so you got to look"},{"speaker":"Rory Carruthers","startTime":1885.08,"endTime":1888.98,"body":"at, you know, what is that"},{"speaker":"Rory Carruthers","startTime":1888.98,"endTime":1892.55,"body":"perception that someone has when"},{"speaker":"Rory Carruthers","startTime":1888.98,"endTime":1892.55,"body":"they come to your website? Does"},{"speaker":"Rory Carruthers","startTime":1892.55,"endTime":1896.63,"body":"your website look credible?"},{"speaker":"Rory Carruthers","startTime":1892.55,"endTime":1896.63,"body":"First off, do you look"},{"speaker":"Rory Carruthers","startTime":1896.63,"endTime":1899.66,"body":"legitimate, okay, and there's"},{"speaker":"Rory Carruthers","startTime":1896.63,"endTime":1899.66,"body":"certain factors that go into"},{"speaker":"Rory Carruthers","startTime":1899.66,"endTime":1903.98,"body":"that. Okay, is your website"},{"speaker":"Rory Carruthers","startTime":1899.66,"endTime":1903.98,"body":"secure? Let's start there. Oh,"},{"speaker":"Dominica Lumazar","startTime":1904.25,"endTime":1906.83,"body":"these"},{"speaker":"Dominica Lumazar","startTime":1904.25,"endTime":1906.83,"body":"everyone. SSL certificates these"},{"speaker":"Dominica Lumazar","startTime":1906.83,"endTime":1910.46,"body":"days are practically free. Get"},{"speaker":"Dominica Lumazar","startTime":1906.83,"endTime":1910.46,"body":"it? most, most hosting"},{"speaker":"Dominica Lumazar","startTime":1910.46,"endTime":1913.13,"body":"companies, good ones will"},{"speaker":"Dominica Lumazar","startTime":1910.46,"endTime":1913.13,"body":"include them for free."},{"speaker":"Rory Carruthers","startTime":1913.22,"endTime":1916.49,"body":"Yeah. And so"},{"speaker":"Rory Carruthers","startTime":1913.22,"endTime":1916.49,"body":"you just have to, you know,"},{"speaker":"Rory Carruthers","startTime":1916.52,"endTime":1920.3,"body":"check a box, flip it on, make"},{"speaker":"Rory Carruthers","startTime":1916.52,"endTime":1920.3,"body":"sure it's turned on, that"},{"speaker":"Rory Carruthers","startTime":1920.3,"endTime":1924.02,"body":"provides a level of cross trust"},{"speaker":"Rory Carruthers","startTime":1920.3,"endTime":1924.02,"body":"and credit, credibility, right?"},{"speaker":"Rory Carruthers","startTime":1924.17,"endTime":1924.65,"body":"You start"},{"speaker":"Dominica Lumazar","startTime":1926.57,"endTime":1929.15,"body":"crusty"},{"speaker":"Dominica Lumazar","startTime":1926.57,"endTime":1929.15,"body":"credibility, credibility"},{"speaker":"Dominica Lumazar","startTime":1931.28,"endTime":1932.75,"body":"provides a level of crust."},{"speaker":"Rory Carruthers","startTime":1937.04,"endTime":1938.72,"body":"So when you"},{"speaker":"Rory Carruthers","startTime":1937.04,"endTime":1938.72,"body":"have your crusty credibility,"},{"speaker":"Dominica Lumazar","startTime":1940.67,"endTime":1943.46,"body":"okay, what did"},{"speaker":"Dominica Lumazar","startTime":1940.67,"endTime":1943.46,"body":"I so rudely interrupt you about"},{"speaker":"Dominica Lumazar","startTime":1946.16,"endTime":1951.23,"body":"positioning, other ways for"},{"speaker":"Dominica Lumazar","startTime":1946.16,"endTime":1951.23,"body":"brand exposure, social media,"},{"speaker":"Dominica Lumazar","startTime":1951.74,"endTime":1953.96,"body":"brand, consistency is very"},{"speaker":"Dominica Lumazar","startTime":1951.74,"endTime":1953.96,"body":"important. It's one of the"},{"speaker":"Dominica Lumazar","startTime":1953.96,"endTime":1957.08,"body":"things that I see so often,"},{"speaker":"Dominica Lumazar","startTime":1953.96,"endTime":1957.08,"body":"where it's not consistent,"},{"speaker":"Dominica Lumazar","startTime":1957.17,"endTime":1961.16,"body":"meaning, let's say it's your"},{"speaker":"Dominica Lumazar","startTime":1957.17,"endTime":1961.16,"body":"face, or like a headshot of a"},{"speaker":"Dominica Lumazar","startTime":1961.16,"endTime":1964.28,"body":"professional looking headshot,"},{"speaker":"Dominica Lumazar","startTime":1961.16,"endTime":1964.28,"body":"and that's on Facebook, and then"},{"speaker":"Dominica Lumazar","startTime":1964.28,"endTime":1968.78,"body":"you go over to LinkedIn, and"},{"speaker":"Dominica Lumazar","startTime":1964.28,"endTime":1968.78,"body":"it's your logo, okay, or you go"},{"speaker":"Dominica Lumazar","startTime":1968.78,"endTime":1972.89,"body":"over to YouTube. And let's say"},{"speaker":"Dominica Lumazar","startTime":1968.78,"endTime":1972.89,"body":"everything's green, when your"},{"speaker":"Dominica Lumazar","startTime":1972.89,"endTime":1976.88,"body":"logo is blue on LinkedIn, like,"},{"speaker":"Dominica Lumazar","startTime":1972.89,"endTime":1976.88,"body":"it just doesn't make sense. So"},{"speaker":"Dominica Lumazar","startTime":1976.91,"endTime":1981.56,"body":"it's important that you stick"},{"speaker":"Dominica Lumazar","startTime":1976.91,"endTime":1981.56,"body":"with a theme, and roll with it."},{"speaker":"Dominica Lumazar","startTime":1981.71,"endTime":1984.98,"body":"And that's a great way to start"},{"speaker":"Dominica Lumazar","startTime":1981.71,"endTime":1984.98,"body":"your testing process where you"},{"speaker":"Dominica Lumazar","startTime":1984.98,"endTime":1988.25,"body":"don't have to pay anything, you"},{"speaker":"Dominica Lumazar","startTime":1984.98,"endTime":1988.25,"body":"just need to be consistent about"},{"speaker":"Dominica Lumazar","startTime":1988.25,"endTime":1992.36,"body":"it, put it everywhere across the"},{"speaker":"Dominica Lumazar","startTime":1988.25,"endTime":1992.36,"body":"board, and then you'll be able"},{"speaker":"Dominica Lumazar","startTime":1992.36,"endTime":1995.24,"body":"to get some feedback and people"},{"speaker":"Dominica Lumazar","startTime":1992.36,"endTime":1995.24,"body":"will be able to find you. That's"},{"speaker":"Dominica Lumazar","startTime":1995.24,"endTime":1997.64,"body":"the other thing, if they can't"},{"speaker":"Dominica Lumazar","startTime":1995.24,"endTime":1997.64,"body":"find you, because your logos are"},{"speaker":"Dominica Lumazar","startTime":1997.64,"endTime":1999.47,"body":"all messed up. That's a huge"},{"speaker":"Dominica Lumazar","startTime":1997.64,"endTime":1999.47,"body":"problem."},{"speaker":"Rory Carruthers","startTime":2000.25,"endTime":2002.08,"body":"Well, yeah,"},{"speaker":"Rory Carruthers","startTime":2000.25,"endTime":2002.08,"body":"and, and, and people, when"},{"speaker":"Rory Carruthers","startTime":2002.08,"endTime":2004.27,"body":"they're going from one platform"},{"speaker":"Rory Carruthers","startTime":2002.08,"endTime":2004.27,"body":"to another, they go from your"},{"speaker":"Rory Carruthers","startTime":2004.27,"endTime":2007.63,"body":"website to say your YouTube"},{"speaker":"Rory Carruthers","startTime":2004.27,"endTime":2007.63,"body":"channel, if it's not consistent,"},{"speaker":"Rory Carruthers","startTime":2007.63,"endTime":2009.01,"body":"it creates a disconnect for"},{"speaker":"Rory Carruthers","startTime":2007.63,"endTime":2009.01,"body":"them."},{"speaker":"Dominica Lumazar","startTime":2009.07,"endTime":2011.92,"body":"Right? So it"},{"speaker":"Dominica Lumazar","startTime":2009.07,"endTime":2011.92,"body":"breaks trust. That's another"},{"speaker":"Dominica Lumazar","startTime":2011.92,"endTime":2012.34,"body":"Yes."},{"speaker":"Rory Carruthers","startTime":2013.12,"endTime":2015.85,"body":"Exactly. So"},{"speaker":"Rory Carruthers","startTime":2013.12,"endTime":2015.85,"body":"when we're talking, you know"},{"speaker":"Rory Carruthers","startTime":2015.85,"endTime":2020.95,"body":"about your profiles, right. So"},{"speaker":"Rory Carruthers","startTime":2015.85,"endTime":2020.95,"body":"we talked a little bit about,"},{"speaker":"Rory Carruthers","startTime":2020.95,"endTime":2024.7,"body":"like strategies within what"},{"speaker":"Rory Carruthers","startTime":2020.95,"endTime":2024.7,"body":"you're doing kind of like, oh,"},{"speaker":"Rory Carruthers","startTime":2024.7,"endTime":2027.88,"body":"like change your colors, colors"},{"speaker":"Rory Carruthers","startTime":2024.7,"endTime":2027.88,"body":"of your title cards, or, you"},{"speaker":"Rory Carruthers","startTime":2027.88,"endTime":2031.06,"body":"know, or of your images or"},{"speaker":"Rory Carruthers","startTime":2027.88,"endTime":2031.06,"body":"whatever it is, you know, on"},{"speaker":"Rory Carruthers","startTime":2031.06,"endTime":2034.48,"body":"Instagram, you can use, a lot of"},{"speaker":"Rory Carruthers","startTime":2031.06,"endTime":2034.48,"body":"people will have a filter that's"},{"speaker":"Rory Carruthers","startTime":2034.48,"endTime":2037.9,"body":"custom designed for them, that"},{"speaker":"Rory Carruthers","startTime":2034.48,"endTime":2037.9,"body":"they can put on every single one"},{"speaker":"Rory Carruthers","startTime":2037.9,"endTime":2040.99,"body":"of their images. So it has a"},{"speaker":"Rory Carruthers","startTime":2037.9,"endTime":2040.99,"body":"certain look, that is part of"},{"speaker":"Rory Carruthers","startTime":2040.99,"endTime":2044.05,"body":"their brand, right? And you can"},{"speaker":"Rory Carruthers","startTime":2040.99,"endTime":2044.05,"body":"you can do things like that, but"},{"speaker":"Rory Carruthers","startTime":2044.05,"endTime":2048.04,"body":"we're talking about is bigger"},{"speaker":"Rory Carruthers","startTime":2044.05,"endTime":2048.04,"body":"picture of your website, the"},{"speaker":"Rory Carruthers","startTime":2048.04,"endTime":2051.88,"body":"actual profiles, your your"},{"speaker":"Rory Carruthers","startTime":2048.04,"endTime":2051.88,"body":"banners, on your profile, your"},{"speaker":"Rory Carruthers","startTime":2051.91,"endTime":2056.02,"body":"images on your profile, that are"},{"speaker":"Rory Carruthers","startTime":2051.91,"endTime":2056.02,"body":"you know, for your main thing,"},{"speaker":"Rory Carruthers","startTime":2056.02,"endTime":2059.29,"body":"let's make them all consistent"},{"speaker":"Rory Carruthers","startTime":2056.02,"endTime":2059.29,"body":"or as consistent as possible,"},{"speaker":"Rory Carruthers","startTime":2059.56,"endTime":2061.63,"body":"you know, and they're all going"},{"speaker":"Rory Carruthers","startTime":2059.56,"endTime":2061.63,"body":"to be like different sizes, and"},{"speaker":"Rory Carruthers","startTime":2061.63,"endTime":2064.03,"body":"you're gonna have to design them"},{"speaker":"Rory Carruthers","startTime":2061.63,"endTime":2064.03,"body":"in different ways. But the"},{"speaker":"Rory Carruthers","startTime":2064.03,"endTime":2066.88,"body":"general theme needs to be there"},{"speaker":"Rory Carruthers","startTime":2064.03,"endTime":2066.88,"body":"so that when they go from one"},{"speaker":"Rory Carruthers","startTime":2066.88,"endTime":2070.78,"body":"platform to another, it all"},{"speaker":"Rory Carruthers","startTime":2066.88,"endTime":2070.78,"body":"looks like you they recognize"},{"speaker":"Rory Carruthers","startTime":2070.78,"endTime":2074.53,"body":"the brand. And then you know as"},{"speaker":"Rory Carruthers","startTime":2070.78,"endTime":2074.53,"body":"you're doing your marketing,"},{"speaker":"Rory Carruthers","startTime":2074.56,"endTime":2077.86,"body":"that's when you'll be testing"},{"speaker":"Rory Carruthers","startTime":2074.56,"endTime":2077.86,"body":"some of the other stuff to see"},{"speaker":"Rory Carruthers","startTime":2078.04,"endTime":2081.82,"body":"what's going on. And if you do a"},{"speaker":"Rory Carruthers","startTime":2078.04,"endTime":2081.82,"body":"rebrand rebrand it all"},{"speaker":"Dominica Lumazar","startTime":2081.85,"endTime":2083.98,"body":"rebrand it all"},{"speaker":"Dominica Lumazar","startTime":2081.85,"endTime":2083.98,"body":"Yeah, don't just do one"},{"speaker":"Dominica Lumazar","startTime":2083.98,"endTime":2087.46,"body":"platform. You have to do it all."},{"speaker":"Dominica Lumazar","startTime":2083.98,"endTime":2087.46,"body":"Yeah. And Rory actually reminded"},{"speaker":"Dominica Lumazar","startTime":2087.46,"endTime":2090.07,"body":"me this the other day, when we"},{"speaker":"Dominica Lumazar","startTime":2087.46,"endTime":2090.07,"body":"were creating some new ads for"},{"speaker":"Dominica Lumazar","startTime":2090.07,"endTime":2094.51,"body":"the podcast. I had like a really"},{"speaker":"Dominica Lumazar","startTime":2090.07,"endTime":2094.51,"body":"random image is very sweet image"},{"speaker":"Dominica Lumazar","startTime":2094.57,"endTime":2097.69,"body":"of these two little boys on"},{"speaker":"Dominica Lumazar","startTime":2094.57,"endTime":2097.69,"body":"like, go karts. Like that image"},{"speaker":"Dominica Lumazar","startTime":2097.69,"endTime":2101.44,"body":"is so cool. Like, let's use that"},{"speaker":"Dominica Lumazar","startTime":2097.69,"endTime":2101.44,"body":"and it made sense in the context"},{"speaker":"Dominica Lumazar","startTime":2101.47,"endTime":2105.46,"body":"of the wording that we were that"},{"speaker":"Dominica Lumazar","startTime":2101.47,"endTime":2105.46,"body":"we had on the ad. But Rory was"},{"speaker":"Dominica Lumazar","startTime":2105.46,"endTime":2109.36,"body":"like, that has nothing to do"},{"speaker":"Dominica Lumazar","startTime":2105.46,"endTime":2109.36,"body":"with brand. People might click"},{"speaker":"Dominica Lumazar","startTime":2109.36,"endTime":2112.15,"body":"on it. But that's not what we're"},{"speaker":"Dominica Lumazar","startTime":2109.36,"endTime":2112.15,"body":"after we're after people to"},{"speaker":"Dominica Lumazar","startTime":2112.15,"endTime":2116.11,"body":"like, come to YouTube and"},{"speaker":"Dominica Lumazar","startTime":2112.15,"endTime":2116.11,"body":"download the episodes. And so"},{"speaker":"Dominica Lumazar","startTime":2116.47,"endTime":2118.66,"body":"even if something's getting a"},{"speaker":"Dominica Lumazar","startTime":2116.47,"endTime":2118.66,"body":"lot of clicks, because it's"},{"speaker":"Dominica Lumazar","startTime":2118.9,"endTime":2122.08,"body":"either cute or whatever is going"},{"speaker":"Dominica Lumazar","startTime":2118.9,"endTime":2122.08,"body":"on, to me, that doesn't, that"},{"speaker":"Dominica Lumazar","startTime":2122.08,"endTime":2125.38,"body":"doesn't say success, the success"},{"speaker":"Dominica Lumazar","startTime":2122.08,"endTime":2125.38,"body":"is the end result that you're"},{"speaker":"Dominica Lumazar","startTime":2125.38,"endTime":2128.59,"body":"really going for. It could be"},{"speaker":"Dominica Lumazar","startTime":2125.38,"endTime":2128.59,"body":"sales, it could be downloads, it"},{"speaker":"Dominica Lumazar","startTime":2128.59,"endTime":2134.23,"body":"could be a lead, something like"},{"speaker":"Dominica Lumazar","startTime":2128.59,"endTime":2134.23,"body":"that. So be thinking that you"},{"speaker":"Dominica Lumazar","startTime":2134.23,"endTime":2136.75,"body":"don't want to be spending tons"},{"speaker":"Dominica Lumazar","startTime":2134.23,"endTime":2136.75,"body":"of money, even if you're getting"},{"speaker":"Dominica Lumazar","startTime":2136.75,"endTime":2139.21,"body":"a lot of clicks, again, right"},{"speaker":"Dominica Lumazar","startTime":2136.75,"endTime":2139.21,"body":"back to that trust and"},{"speaker":"Dominica Lumazar","startTime":2139.21,"endTime":2142.72,"body":"disconnect. Right. And right,"},{"speaker":"Dominica Lumazar","startTime":2139.21,"endTime":2142.72,"body":"Rory had to pull me way back in."},{"speaker":"Dominica Lumazar","startTime":2143.56,"endTime":2147.22,"body":"Like, it needs to be a picture"},{"speaker":"Dominica Lumazar","startTime":2143.56,"endTime":2147.22,"body":"of us. And it needs to lead to"},{"speaker":"Dominica Lumazar","startTime":2147.22,"endTime":2150.28,"body":"the site. And here's why. And"},{"speaker":"Dominica Lumazar","startTime":2147.22,"endTime":2150.28,"body":"he's totally right. But"},{"speaker":"Dominica Lumazar","startTime":2150.28,"endTime":2152.53,"body":"sometimes I you know, see that,"},{"speaker":"Dominica Lumazar","startTime":2150.28,"endTime":2152.53,"body":"yeah,"},{"speaker":"Rory Carruthers","startTime":2152.53,"endTime":2154.3,"body":"and there's"},{"speaker":"Rory Carruthers","startTime":2152.53,"endTime":2154.3,"body":"different types of advertising,"},{"speaker":"Rory Carruthers","startTime":2154.3,"endTime":2157.39,"body":"right, some of it is to promote"},{"speaker":"Rory Carruthers","startTime":2154.3,"endTime":2157.39,"body":"yourself as a brand. And you"},{"speaker":"Rory Carruthers","startTime":2157.39,"endTime":2161.05,"body":"want to get your name and your"},{"speaker":"Rory Carruthers","startTime":2157.39,"endTime":2161.05,"body":"face and your logo everywhere,"},{"speaker":"Rory Carruthers","startTime":2161.35,"endTime":2165.67,"body":"as much as possible. So that's"},{"speaker":"Rory Carruthers","startTime":2161.35,"endTime":2165.67,"body":"one aspect of it. Because, you"},{"speaker":"Rory Carruthers","startTime":2165.67,"endTime":2168.22,"body":"know, say, for example, if"},{"speaker":"Rory Carruthers","startTime":2165.67,"endTime":2168.22,"body":"someone comes to your website,"},{"speaker":"Rory Carruthers","startTime":2168.22,"endTime":2173.95,"body":"you can retarget them, which"},{"speaker":"Rory Carruthers","startTime":2168.22,"endTime":2173.95,"body":"means to show ads on on social"},{"speaker":"Rory Carruthers","startTime":2173.95,"endTime":2178.12,"body":"media platforms, and on Google,"},{"speaker":"Rory Carruthers","startTime":2173.95,"endTime":2178.12,"body":"and when when someone comes to"},{"speaker":"Rory Carruthers","startTime":2178.12,"endTime":2183.01,"body":"your site, and, and that could"},{"speaker":"Rory Carruthers","startTime":2178.12,"endTime":2183.01,"body":"be branded, that could be like,"},{"speaker":"Rory Carruthers","startTime":2183.01,"endTime":2185.08,"body":"Oh, you came to my site, and"},{"speaker":"Rory Carruthers","startTime":2183.01,"endTime":2185.08,"body":"maybe that's the first time"},{"speaker":"Rory Carruthers","startTime":2185.08,"endTime":2188.47,"body":"you've been to my site. Here's a"},{"speaker":"Rory Carruthers","startTime":2185.08,"endTime":2188.47,"body":"bunch of stuff of you know, who"},{"speaker":"Rory Carruthers","startTime":2188.47,"endTime":2192.1,"body":"I am. And, you know, you want"},{"speaker":"Rory Carruthers","startTime":2188.47,"endTime":2192.1,"body":"people to like, see your face"},{"speaker":"Rory Carruthers","startTime":2192.1,"endTime":2196.39,"body":"everywhere, or, or see your,"},{"speaker":"Rory Carruthers","startTime":2192.1,"endTime":2196.39,"body":"your logo and see, you know, and"},{"speaker":"Rory Carruthers","startTime":2196.45,"endTime":2199.99,"body":"and get that feeling of, Oh,"},{"speaker":"Rory Carruthers","startTime":2196.45,"endTime":2199.99,"body":"this person like really has a"},{"speaker":"Rory Carruthers","startTime":2199.99,"endTime":2203.02,"body":"lot going on? Well, this"},{"speaker":"Rory Carruthers","startTime":2199.99,"endTime":2203.02,"body":"business really has a lot going"},{"speaker":"Rory Carruthers","startTime":2203.02,"endTime":2204.34,"body":"on. We've talked"},{"speaker":"Dominica Lumazar","startTime":2204.34,"endTime":2206.05,"body":"a couple times"},{"speaker":"Dominica Lumazar","startTime":2204.34,"endTime":2206.05,"body":"on this podcast about the seven"},{"speaker":"Dominica Lumazar","startTime":2206.05,"endTime":2210.43,"body":"different touch points, right?"},{"speaker":"Dominica Lumazar","startTime":2206.05,"endTime":2210.43,"body":"Where, for whatever reason, it"},{"speaker":"Dominica Lumazar","startTime":2210.43,"endTime":2214.75,"body":"can take sometimes seven times"},{"speaker":"Dominica Lumazar","startTime":2210.43,"endTime":2214.75,"body":"for people to see your face, or"},{"speaker":"Dominica Lumazar","startTime":2214.75,"endTime":2218.14,"body":"we're product or brand online,"},{"speaker":"Dominica Lumazar","startTime":2214.75,"endTime":2218.14,"body":"before they'll even click or"},{"speaker":"Dominica Lumazar","startTime":2218.14,"endTime":2222.13,"body":"before they'll really kind of"},{"speaker":"Dominica Lumazar","startTime":2218.14,"endTime":2222.13,"body":"engage. And that's it. I think a"},{"speaker":"Dominica Lumazar","startTime":2222.13,"endTime":2226.51,"body":"lot of that, that idea is behind"},{"speaker":"Dominica Lumazar","startTime":2222.13,"endTime":2226.51,"body":"the fact that we're just"},{"speaker":"Dominica Lumazar","startTime":2226.51,"endTime":2228.4,"body":"scrolling, like you're looking"},{"speaker":"Dominica Lumazar","startTime":2226.51,"endTime":2228.4,"body":"through your newsfeed and you're"},{"speaker":"Dominica Lumazar","startTime":2228.4,"endTime":2230.83,"body":"scrolling on social media, or"},{"speaker":"Dominica Lumazar","startTime":2228.4,"endTime":2230.83,"body":"you're on Google, and you're"},{"speaker":"Dominica Lumazar","startTime":2230.83,"endTime":2233.14,"body":"looking for something and you"},{"speaker":"Dominica Lumazar","startTime":2230.83,"endTime":2233.14,"body":"miss it. And it becomes an"},{"speaker":"Rory Carruthers","startTime":2233.35,"endTime":2236.14,"body":"impression."},{"speaker":"Rory Carruthers","startTime":2233.35,"endTime":2236.14,"body":"Well, and that's, and that's"},{"speaker":"Rory Carruthers","startTime":2236.14,"endTime":2240.13,"body":"with interruption marketing. So"},{"speaker":"Rory Carruthers","startTime":2236.14,"endTime":2240.13,"body":"there's interruption marketing,"},{"speaker":"Rory Carruthers","startTime":2240.13,"endTime":2243.73,"body":"and there's intent based"},{"speaker":"Rory Carruthers","startTime":2240.13,"endTime":2243.73,"body":"marketing. So when you're"},{"speaker":"Rory Carruthers","startTime":2243.73,"endTime":2247.06,"body":"interrupting people with your"},{"speaker":"Rory Carruthers","startTime":2243.73,"endTime":2247.06,"body":"advertising, such as on"},{"speaker":"Rory Carruthers","startTime":2247.06,"endTime":2250.9,"body":"Facebook, where they're there to"},{"speaker":"Rory Carruthers","startTime":2247.06,"endTime":2250.9,"body":"do something else, as opposed to"},{"speaker":"Rory Carruthers","startTime":2250.93,"endTime":2253.21,"body":"a Google search, where they're"},{"speaker":"Rory Carruthers","startTime":2250.93,"endTime":2253.21,"body":"actually looking for something"},{"speaker":"Rory Carruthers","startTime":2253.36,"endTime":2256.63,"body":"potentially specific, like, you"},{"speaker":"Rory Carruthers","startTime":2253.36,"endTime":2256.63,"body":"know, if they're looking for"},{"speaker":"Rory Carruthers","startTime":2256.81,"endTime":2261.58,"body":"best blenders in 2020, or"},{"speaker":"Rory Carruthers","startTime":2256.81,"endTime":2261.58,"body":"whatever it is, right? That is"},{"speaker":"Rory Carruthers","startTime":2261.58,"endTime":2265.24,"body":"going to be a signal that they"},{"speaker":"Rory Carruthers","startTime":2261.58,"endTime":2265.24,"body":"are looking to purchase a"},{"speaker":"Rory Carruthers","startTime":2265.24,"endTime":2269.89,"body":"blender. Right. Exactly. And and"},{"speaker":"Rory Carruthers","startTime":2265.24,"endTime":2269.89,"body":"that's different than then"},{"speaker":"Rory Carruthers","startTime":2269.89,"endTime":2273.4,"body":"someone being on Facebook, and"},{"speaker":"Rory Carruthers","startTime":2269.89,"endTime":2273.4,"body":"like, you know, writing a"},{"speaker":"Rory Carruthers","startTime":2273.4,"endTime":2276.64,"body":"message to a family member, and"},{"speaker":"Rory Carruthers","startTime":2273.4,"endTime":2276.64,"body":"this ad pops up and you're like,"},{"speaker":"Rory Carruthers","startTime":2277.0,"endTime":2277.93,"body":"What is this about?"},{"speaker":"Dominica Lumazar","startTime":2279.1,"endTime":2282.1,"body":"I don't need a"},{"speaker":"Dominica Lumazar","startTime":2279.1,"endTime":2282.1,"body":"blender. What? Yeah, but we"},{"speaker":"Dominica Lumazar","startTime":2282.1,"endTime":2285.76,"body":"mentioned the power of ad"},{"speaker":"Dominica Lumazar","startTime":2282.1,"endTime":2285.76,"body":"retargeting. So for those of you"},{"speaker":"Dominica Lumazar","startTime":2285.76,"endTime":2288.7,"body":"that aren't familiar with, with"},{"speaker":"Dominica Lumazar","startTime":2285.76,"endTime":2288.7,"body":"what Rory was talking about, you"},{"speaker":"Dominica Lumazar","startTime":2288.7,"endTime":2291.97,"body":"have to think about it like"},{"speaker":"Dominica Lumazar","startTime":2288.7,"endTime":2291.97,"body":"this. You've all been on Amazon"},{"speaker":"Dominica Lumazar","startTime":2291.97,"endTime":2295.45,"body":"before, let's say you wanted to"},{"speaker":"Dominica Lumazar","startTime":2291.97,"endTime":2295.45,"body":"buy a jacket. But you decided,"},{"speaker":"Dominica Lumazar","startTime":2295.45,"endTime":2297.46,"body":"you know what, I don't really"},{"speaker":"Dominica Lumazar","startTime":2295.45,"endTime":2297.46,"body":"want that jacket right now. So"},{"speaker":"Dominica Lumazar","startTime":2297.46,"endTime":2299.29,"body":"you go over to Facebook, and"},{"speaker":"Dominica Lumazar","startTime":2297.46,"endTime":2299.29,"body":"you're writing a message to a"},{"speaker":"Dominica Lumazar","startTime":2299.29,"endTime":2302.86,"body":"family member. And there's that"},{"speaker":"Dominica Lumazar","startTime":2299.29,"endTime":2302.86,"body":"exact same jacket with a link"},{"speaker":"Dominica Lumazar","startTime":2302.92,"endTime":2306.64,"body":"that you can purchase it right"},{"speaker":"Dominica Lumazar","startTime":2302.92,"endTime":2306.64,"body":"now. But it's on Facebook, that"},{"speaker":"Dominica Lumazar","startTime":2306.64,"endTime":2309.43,"body":"is how powerful ad retargeting"},{"speaker":"Dominica Lumazar","startTime":2306.64,"endTime":2309.43,"body":"is, it's just going to follow"},{"speaker":"Dominica Lumazar","startTime":2309.43,"endTime":2312.91,"body":"you around until you either say"},{"speaker":"Dominica Lumazar","startTime":2309.43,"endTime":2312.91,"body":"I don't want to do this anymore,"},{"speaker":"Dominica Lumazar","startTime":2313.0,"endTime":2316.72,"body":"or you buy the dang thing. You"},{"speaker":"Dominica Lumazar","startTime":2313.0,"endTime":2316.72,"body":"can do that for your own"},{"speaker":"Dominica Lumazar","startTime":2316.72,"endTime":2320.44,"body":"business. That's how powerful"},{"speaker":"Dominica Lumazar","startTime":2316.72,"endTime":2320.44,"body":"that is. And it's not like"},{"speaker":"Dominica Lumazar","startTime":2320.44,"endTime":2323.92,"body":"you're stealing data, I want to"},{"speaker":"Dominica Lumazar","startTime":2320.44,"endTime":2323.92,"body":"be very clear about this. This"},{"speaker":"Dominica Lumazar","startTime":2323.92,"endTime":2328.45,"body":"is something that people have"},{"speaker":"Dominica Lumazar","startTime":2323.92,"endTime":2328.45,"body":"opted in, they whether they read"},{"speaker":"Dominica Lumazar","startTime":2328.48,"endTime":2331.6,"body":"the agreement or not, when they"},{"speaker":"Dominica Lumazar","startTime":2328.48,"endTime":2331.6,"body":"were on these platforms, you're"},{"speaker":"Dominica Lumazar","startTime":2331.6,"endTime":2334.72,"body":"allowed to pixel them and get"},{"speaker":"Dominica Lumazar","startTime":2331.6,"endTime":2334.72,"body":"that information to provide them"},{"speaker":"Dominica Lumazar","startTime":2334.72,"endTime":2339.25,"body":"the best and user situation. So"},{"speaker":"Dominica Lumazar","startTime":2334.72,"endTime":2339.25,"body":"if someone's coming to your"},{"speaker":"Dominica Lumazar","startTime":2339.25,"endTime":2343.27,"body":"site, and they clicked on golf"},{"speaker":"Dominica Lumazar","startTime":2339.25,"endTime":2343.27,"body":"clubs that you had for sale on"},{"speaker":"Dominica Lumazar","startTime":2343.27,"endTime":2346.81,"body":"your new fancy, you know, golf"},{"speaker":"Dominica Lumazar","startTime":2343.27,"endTime":2346.81,"body":"business website, but they"},{"speaker":"Dominica Lumazar","startTime":2346.81,"endTime":2349.84,"body":"decided not to purchase well"},{"speaker":"Dominica Lumazar","startTime":2346.81,"endTime":2349.84,"body":"guess what you now pixel them"},{"speaker":"Dominica Lumazar","startTime":2349.84,"endTime":2353.53,"body":"and you can retarget that exact"},{"speaker":"Dominica Lumazar","startTime":2349.84,"endTime":2353.53,"body":"same product to see, maybe they"},{"speaker":"Dominica Lumazar","startTime":2353.53,"endTime":2356.35,"body":"forgot or they were interrupted"},{"speaker":"Dominica Lumazar","startTime":2353.53,"endTime":2356.35,"body":"by their kids or whatever it is."},{"speaker":"Dominica Lumazar","startTime":2356.35,"endTime":2359.44,"body":"So you're just providing them"},{"speaker":"Dominica Lumazar","startTime":2356.35,"endTime":2359.44,"body":"the experience in which you're"},{"speaker":"Dominica Lumazar","startTime":2359.44,"endTime":2362.02,"body":"assuming they want it to have"},{"speaker":"Dominica Lumazar","startTime":2359.44,"endTime":2362.02,"body":"via your website."},{"speaker":"Rory Carruthers","startTime":2362.5,"endTime":2364.6,"body":"Yeah, and and"},{"speaker":"Rory Carruthers","startTime":2362.5,"endTime":2364.6,"body":"you know what we're talking"},{"speaker":"Rory Carruthers","startTime":2364.6,"endTime":2367.78,"body":"about with your brand. If they"},{"speaker":"Rory Carruthers","startTime":2364.6,"endTime":2367.78,"body":"just go to your homepage and"},{"speaker":"Rory Carruthers","startTime":2367.78,"endTime":2371.44,"body":"nowhere else, then you can send"},{"speaker":"Rory Carruthers","startTime":2367.78,"endTime":2371.44,"body":"them more about your brand and"},{"speaker":"Rory Carruthers","startTime":2371.44,"endTime":2375.34,"body":"your images just to make them"},{"speaker":"Rory Carruthers","startTime":2371.44,"endTime":2375.34,"body":"more aware of you as a business."},{"speaker":"Rory Carruthers","startTime":2375.67,"endTime":2378.34,"body":"But then when they actually take"},{"speaker":"Rory Carruthers","startTime":2375.67,"endTime":2378.34,"body":"a specific action on your"},{"speaker":"Rory Carruthers","startTime":2378.34,"endTime":2381.97,"body":"website, say they go to a sales"},{"speaker":"Rory Carruthers","startTime":2378.34,"endTime":2381.97,"body":"page to purchase something but"},{"speaker":"Rory Carruthers","startTime":2381.97,"endTime":2386.59,"body":"they don't, then that's when you"},{"speaker":"Rory Carruthers","startTime":2381.97,"endTime":2386.59,"body":"drive them back to that product"},{"speaker":"Rory Carruthers","startTime":2386.59,"endTime":2389.29,"body":"that that they're you know,"},{"speaker":"Rory Carruthers","startTime":2386.59,"endTime":2389.29,"body":"interested in. Yeah. And that"},{"speaker":"Rory Carruthers","startTime":2389.32,"endTime":2392.23,"body":"that becomes a lot more specific"},{"speaker":"Rory Carruthers","startTime":2389.32,"endTime":2392.23,"body":"and you're not at that point"},{"speaker":"Rory Carruthers","startTime":2392.23,"endTime":2395.14,"body":"you're not branding anymore,"},{"speaker":"Rory Carruthers","startTime":2392.23,"endTime":2395.14,"body":"because they are looking to"},{"speaker":"Rory Carruthers","startTime":2395.14,"endTime":2399.16,"body":"purchase you just need to get"},{"speaker":"Rory Carruthers","startTime":2395.14,"endTime":2399.16,"body":"them over the the hurdle now. I"},{"speaker":"Rory Carruthers","startTime":2399.16,"endTime":2402.55,"body":"will say that In the year two,"},{"speaker":"Rory Carruthers","startTime":2399.16,"endTime":2402.55,"body":"we may not have pixeling"},{"speaker":"Rory Carruthers","startTime":2402.55,"endTime":2406.87,"body":"anymore. It's an opportunity"},{"speaker":"Rory Carruthers","startTime":2402.55,"endTime":2406.87,"body":"that as part of the marketing"},{"speaker":"Rory Carruthers","startTime":2406.87,"endTime":2409.69,"body":"world that we can tap into, at"},{"speaker":"Rory Carruthers","startTime":2406.87,"endTime":2409.69,"body":"this point, things are going to"},{"speaker":"Rory Carruthers","startTime":2409.69,"endTime":2412.6,"body":"change, things are already in"},{"speaker":"Rory Carruthers","startTime":2409.69,"endTime":2412.6,"body":"place to change, it's going to"},{"speaker":"Rory Carruthers","startTime":2412.6,"endTime":2415.27,"body":"look different. There still be"},{"speaker":"Rory Carruthers","startTime":2412.6,"endTime":2415.27,"body":"ways to market and stuff. But"},{"speaker":"Rory Carruthers","startTime":2415.39,"endTime":2418.99,"body":"the opportunity we have right"},{"speaker":"Rory Carruthers","startTime":2415.39,"endTime":2418.99,"body":"now, to utilize this and to"},{"speaker":"Rory Carruthers","startTime":2418.99,"endTime":2422.26,"body":"continue to grow our businesses"},{"speaker":"Rory Carruthers","startTime":2418.99,"endTime":2422.26,"body":"in this way. I mean, there's"},{"speaker":"Rory Carruthers","startTime":2422.26,"endTime":2425.08,"body":"nothing like it, then there's"},{"speaker":"Rory Carruthers","startTime":2422.26,"endTime":2425.08,"body":"never there hasn't been anything"},{"speaker":"Rory Carruthers","startTime":2425.08,"endTime":2429.07,"body":"like it. And in the future,"},{"speaker":"Rory Carruthers","startTime":2425.08,"endTime":2429.07,"body":"there may not be so like,"},{"speaker":"Rory Carruthers","startTime":2429.1,"endTime":2432.37,"body":"utilize these strategies in your"},{"speaker":"Rory Carruthers","startTime":2429.1,"endTime":2432.37,"body":"business that are working and"},{"speaker":"Rory Carruthers","startTime":2432.37,"endTime":2433.33,"body":"effective right now."},{"speaker":"Dominica Lumazar","startTime":2433.42,"endTime":2435.97,"body":"Yep, do it"},{"speaker":"Dominica Lumazar","startTime":2433.42,"endTime":2435.97,"body":"right now. And as things start"},{"speaker":"Dominica Lumazar","startTime":2435.97,"endTime":2438.7,"body":"to roll out, and new marketing"},{"speaker":"Dominica Lumazar","startTime":2435.97,"endTime":2438.7,"body":"strategies and techniques become"},{"speaker":"Dominica Lumazar","startTime":2438.7,"endTime":2441.04,"body":"available to us, I'll tell you"},{"speaker":"Dominica Lumazar","startTime":2438.7,"endTime":2441.04,"body":"right now, Rory and I are going"},{"speaker":"Dominica Lumazar","startTime":2441.04,"endTime":2443.92,"body":"to be on it 100%, we will share"},{"speaker":"Dominica Lumazar","startTime":2441.04,"endTime":2443.92,"body":"everything that we're going to"},{"speaker":"Dominica Lumazar","startTime":2443.92,"endTime":2447.43,"body":"learn. Because yes, I agree with"},{"speaker":"Dominica Lumazar","startTime":2443.92,"endTime":2447.43,"body":"you 100%. I don't even know if"},{"speaker":"Dominica Lumazar","startTime":2447.43,"endTime":2449.98,"body":"we're gonna have it in two"},{"speaker":"Dominica Lumazar","startTime":2447.43,"endTime":2449.98,"body":"years, maybe maybe one more"},{"speaker":"Dominica Lumazar","startTime":2449.98,"endTime":2453.25,"body":"year, we'll see. But yeah, I"},{"speaker":"Dominica Lumazar","startTime":2449.98,"endTime":2453.25,"body":"think things are shifting a lot."},{"speaker":"Dominica Lumazar","startTime":2453.67,"endTime":2457.93,"body":"So something new, something new"},{"speaker":"Dominica Lumazar","startTime":2453.67,"endTime":2457.93,"body":"will be developed, will be on it"},{"speaker":"Dominica Lumazar","startTime":2458.95,"endTime":2463.18,"body":"will burn it in and out, figure"},{"speaker":"Dominica Lumazar","startTime":2458.95,"endTime":2463.18,"body":"out because we have. So let's"},{"speaker":"Dominica Lumazar","startTime":2463.18,"endTime":2466.72,"body":"talk about reviews and how to"},{"speaker":"Dominica Lumazar","startTime":2463.18,"endTime":2466.72,"body":"leverage that in your brand in a"},{"speaker":"Dominica Lumazar","startTime":2466.72,"endTime":2468.4,"body":"huge way."},{"speaker":"Rory Carruthers","startTime":2468.55,"endTime":2470.2,"body":"reviews on your"},{"speaker":"Rory Carruthers","startTime":2468.55,"endTime":2470.2,"body":"website."},{"speaker":"Rory Carruthers","startTime":2470.56,"endTime":2476.86,"body":"Okay, so let's look at that the"},{"speaker":"Rory Carruthers","startTime":2470.56,"endTime":2476.86,"body":"reviews that you choose to post"},{"speaker":"Rory Carruthers","startTime":2476.89,"endTime":2480.97,"body":"on your website. So you may"},{"speaker":"Rory Carruthers","startTime":2476.89,"endTime":2480.97,"body":"have, let's say 100 reviews, you"},{"speaker":"Rory Carruthers","startTime":2480.97,"endTime":2483.7,"body":"don't want every single one of"},{"speaker":"Rory Carruthers","startTime":2480.97,"endTime":2483.7,"body":"those reviews, you want the"},{"speaker":"Rory Carruthers","startTime":2483.7,"endTime":2488.05,"body":"reviews that relate to your"},{"speaker":"Rory Carruthers","startTime":2483.7,"endTime":2488.05,"body":"brand, that gives you the best"},{"speaker":"Rory Carruthers","startTime":2488.05,"endTime":2493.12,"body":"shot of connecting with someone."},{"speaker":"Rory Carruthers","startTime":2488.05,"endTime":2493.12,"body":"Okay, now in certain platforms,"},{"speaker":"Rory Carruthers","startTime":2493.12,"endTime":2495.43,"body":"you're not always going to have"},{"speaker":"Rory Carruthers","startTime":2493.12,"endTime":2495.43,"body":"control of that. So say"},{"speaker":"Rory Carruthers","startTime":2495.43,"endTime":2499.12,"body":"someone's leaving you a review"},{"speaker":"Rory Carruthers","startTime":2495.43,"endTime":2499.12,"body":"of your business on Google, all"},{"speaker":"Rory Carruthers","startTime":2499.12,"endTime":2502.69,"body":"the reviews are there for people"},{"speaker":"Rory Carruthers","startTime":2499.12,"endTime":2502.69,"body":"to see good or bad, you know, or"},{"speaker":"Rory Carruthers","startTime":2502.81,"endTime":2505.6,"body":"whatever it ends up being right"},{"speaker":"Rory Carruthers","startTime":2502.81,"endTime":2505.6,"body":"on the things that you can"},{"speaker":"Rory Carruthers","startTime":2505.6,"endTime":2509.02,"body":"control can control your views"},{"speaker":"Rory Carruthers","startTime":2505.6,"endTime":2509.02,"body":"and put in alignment, the ones"},{"speaker":"Rory Carruthers","startTime":2509.02,"endTime":2513.16,"body":"that serve your brand, the most."},{"speaker":"Rory Carruthers","startTime":2509.02,"endTime":2513.16,"body":"The people who say the things"},{"speaker":"Rory Carruthers","startTime":2513.16,"endTime":2518.14,"body":"that most reflect what you know,"},{"speaker":"Rory Carruthers","startTime":2513.16,"endTime":2518.14,"body":"you're wanting people to know"},{"speaker":"Rory Carruthers","startTime":2518.14,"endTime":2519.25,"body":"about your business."},{"speaker":"Dominica Lumazar","startTime":2519.4,"endTime":2521.59,"body":"Quick note,"},{"speaker":"Dominica Lumazar","startTime":2519.4,"endTime":2521.59,"body":"though, make sure that those"},{"speaker":"Dominica Lumazar","startTime":2521.59,"endTime":2524.5,"body":"reviews are current. If someone"},{"speaker":"Dominica Lumazar","startTime":2521.59,"endTime":2524.5,"body":"goes to your website, and"},{"speaker":"Dominica Lumazar","startTime":2524.5,"endTime":2530.26,"body":"there's a date on it, and it"},{"speaker":"Dominica Lumazar","startTime":2524.5,"endTime":2530.26,"body":"says like 2014, that's not going"},{"speaker":"Dominica Lumazar","startTime":2530.26,"endTime":2533.11,"body":"to build a lot of trust. So you"},{"speaker":"Dominica Lumazar","startTime":2530.26,"endTime":2533.11,"body":"want the most recent ones that"},{"speaker":"Dominica Lumazar","startTime":2533.11,"endTime":2534.76,"body":"are going to be beneficial for"},{"speaker":"Dominica Lumazar","startTime":2533.11,"endTime":2534.76,"body":"your brand."},{"speaker":"Rory Carruthers","startTime":2535.51,"endTime":2538.12,"body":"Yeah, and"},{"speaker":"Rory Carruthers","startTime":2535.51,"endTime":2538.12,"body":"that's another thing is Google"},{"speaker":"Rory Carruthers","startTime":2538.12,"endTime":2543.1,"body":"actually has stopped taking any"},{"speaker":"Rory Carruthers","startTime":2538.12,"endTime":2543.1,"body":"weight from reviews that are"},{"speaker":"Rory Carruthers","startTime":2543.1,"endTime":2546.16,"body":"more than six months old. So"},{"speaker":"Rory Carruthers","startTime":2543.1,"endTime":2546.16,"body":"you're gonna need to"},{"speaker":"Rory Carruthers","startTime":2546.16,"endTime":2550.06,"body":"consistently be getting reviews"},{"speaker":"Rory Carruthers","startTime":2546.16,"endTime":2550.06,"body":"as part of your business"},{"speaker":"Dominica Lumazar","startTime":2550.15,"endTime":2554.11,"body":"agreed. Back"},{"speaker":"Dominica Lumazar","startTime":2550.15,"endTime":2554.11,"body":"to me, okay."},{"speaker":"Rory Carruthers","startTime":2556.54,"endTime":2557.59,"body":"Back to you,"},{"speaker":"Rory Carruthers","startTime":2556.54,"endTime":2557.59,"body":"Dominica."},{"speaker":"Dominica Lumazar","startTime":2558.11,"endTime":2561.53,"body":"Thank you,"},{"speaker":"Dominica Lumazar","startTime":2558.11,"endTime":2561.53,"body":"Carruthers. So, one really"},{"speaker":"Dominica Lumazar","startTime":2561.53,"endTime":2564.8,"body":"powerful technique is that Rory"},{"speaker":"Dominica Lumazar","startTime":2561.53,"endTime":2564.8,"body":"and I have used for the podcast"},{"speaker":"Dominica Lumazar","startTime":2564.83,"endTime":2569.18,"body":"for my business for his business"},{"speaker":"Dominica Lumazar","startTime":2564.83,"endTime":2569.18,"body":"is we actually create ads out of"},{"speaker":"Dominica Lumazar","startTime":2569.18,"endTime":2573.86,"body":"those reviews, which is really"},{"speaker":"Dominica Lumazar","startTime":2569.18,"endTime":2573.86,"body":"powerful. So it can be you know,"},{"speaker":"Dominica Lumazar","startTime":2573.89,"endTime":2578.27,"body":"a headshot of you and image,"},{"speaker":"Dominica Lumazar","startTime":2573.89,"endTime":2578.27,"body":"just the review that links to,"},{"speaker":"Dominica Lumazar","startTime":2578.6,"endTime":2581.84,"body":"you know, your website, and it"},{"speaker":"Dominica Lumazar","startTime":2578.6,"endTime":2581.84,"body":"just creates that pixel creates"},{"speaker":"Dominica Lumazar","startTime":2581.84,"endTime":2587.72,"body":"that connection. It's been very"},{"speaker":"Dominica Lumazar","startTime":2581.84,"endTime":2587.72,"body":"powerful. I looking at the data"},{"speaker":"Dominica Lumazar","startTime":2587.72,"endTime":2590.57,"body":"today, I think for our podcast,"},{"speaker":"Dominica Lumazar","startTime":2587.72,"endTime":2590.57,"body":"that's probably been one of the"},{"speaker":"Dominica Lumazar","startTime":2590.57,"endTime":2594.44,"body":"biggest drivers for for new"},{"speaker":"Dominica Lumazar","startTime":2590.57,"endTime":2594.44,"body":"downloads, I would imagine is"},{"speaker":"Dominica Lumazar","startTime":2594.44,"endTime":2598.07,"body":"probably using the reviews that"},{"speaker":"Dominica Lumazar","startTime":2594.44,"endTime":2598.07,"body":"we've gotten on iTunes and"},{"speaker":"Dominica Lumazar","startTime":2598.07,"endTime":2602.15,"body":"repurposing, that repurposing"},{"speaker":"Dominica Lumazar","startTime":2598.07,"endTime":2602.15,"body":"that content for ourselves. And"},{"speaker":"Dominica Lumazar","startTime":2602.15,"endTime":2605.54,"body":"using that those really solid"},{"speaker":"Dominica Lumazar","startTime":2602.15,"endTime":2605.54,"body":"reviews, thank you, by the way"},{"speaker":"Dominica Lumazar","startTime":2605.54,"endTime":2608.93,"body":"to everyone who leaves reviews"},{"speaker":"Dominica Lumazar","startTime":2605.54,"endTime":2608.93,"body":"for us. That's so, so helpful."},{"speaker":"Dominica Lumazar","startTime":2609.17,"endTime":2612.17,"body":"If you haven't left a review,"},{"speaker":"Dominica Lumazar","startTime":2609.17,"endTime":2612.17,"body":"please do so on iTunes, because"},{"speaker":"Dominica Lumazar","startTime":2612.35,"endTime":2615.17,"body":"it just helps us get the word"},{"speaker":"Dominica Lumazar","startTime":2612.35,"endTime":2615.17,"body":"out on all these new techniques"},{"speaker":"Dominica Lumazar","startTime":2615.17,"endTime":2617.75,"body":"to other entrepreneurs and"},{"speaker":"Dominica Lumazar","startTime":2615.17,"endTime":2617.75,"body":"business owners. That's an"},{"speaker":"Dominica Lumazar","startTime":2617.75,"endTime":2619.22,"body":"aside, anyway, yeah,"},{"speaker":"Rory Carruthers","startTime":2619.0,"endTime":2621.31,"body":"but exactly"},{"speaker":"Rory Carruthers","startTime":2619.0,"endTime":2621.31,"body":"what you're saying is, you know,"},{"speaker":"Rory Carruthers","startTime":2621.37,"endTime":2624.4,"body":"we didn't just say, oh, we're"},{"speaker":"Rory Carruthers","startTime":2621.37,"endTime":2624.4,"body":"only going to have this show up"},{"speaker":"Rory Carruthers","startTime":2624.4,"endTime":2627.91,"body":"on Apple. And that's it. Now we"},{"speaker":"Rory Carruthers","startTime":2624.4,"endTime":2627.91,"body":"take those, and then we use them"},{"speaker":"Rory Carruthers","startTime":2627.91,"endTime":2631.54,"body":"and promote them to other"},{"speaker":"Rory Carruthers","startTime":2627.91,"endTime":2631.54,"body":"platforms, so that we can use"},{"speaker":"Rory Carruthers","startTime":2631.54,"endTime":2634.75,"body":"those reviews to reach a larger"},{"speaker":"Rory Carruthers","startTime":2631.54,"endTime":2634.75,"body":"audience. And whether that's on"},{"speaker":"Rory Carruthers","startTime":2634.75,"endTime":2638.68,"body":"website, whether that's through"},{"speaker":"Rory Carruthers","startTime":2634.75,"endTime":2638.68,"body":"ads on Facebook, or Instagram,"},{"speaker":"Rory Carruthers","startTime":2638.89,"endTime":2642.76,"body":"or YouTube, or whatever it is,"},{"speaker":"Rory Carruthers","startTime":2638.89,"endTime":2642.76,"body":"you know, we're always thinking,"},{"speaker":"Rory Carruthers","startTime":2642.76,"endTime":2646.54,"body":"Okay, well, how can we reuse"},{"speaker":"Rory Carruthers","startTime":2642.76,"endTime":2646.54,"body":"this in a different way? Because"},{"speaker":"Rory Carruthers","startTime":2646.96,"endTime":2649.87,"body":"that review becomes an asset. We"},{"speaker":"Rory Carruthers","startTime":2646.96,"endTime":2649.87,"body":"do this with our clients to"},{"speaker":"Rory Carruthers","startTime":2649.87,"endTime":2653.38,"body":"where, say they get a review on"},{"speaker":"Rory Carruthers","startTime":2649.87,"endTime":2653.38,"body":"Google, well, then we put it on"},{"speaker":"Rory Carruthers","startTime":2653.38,"endTime":2656.14,"body":"their website, we then we put it"},{"speaker":"Rory Carruthers","startTime":2653.38,"endTime":2656.14,"body":"on their social media platforms,"},{"speaker":"Rory Carruthers","startTime":2656.35,"endTime":2659.59,"body":"we'll take images of it, make a"},{"speaker":"Rory Carruthers","startTime":2656.35,"endTime":2659.59,"body":"post about it. We'll say thing"},{"speaker":"Rory Carruthers","startTime":2659.62,"endTime":2663.1,"body":"you know, with a book review,"},{"speaker":"Rory Carruthers","startTime":2659.62,"endTime":2663.1,"body":"for example, you get a review in"},{"speaker":"Rory Carruthers","startTime":2663.25,"endTime":2666.85,"body":"you can say you can make a post"},{"speaker":"Rory Carruthers","startTime":2663.25,"endTime":2666.85,"body":"take the person if you know who"},{"speaker":"Rory Carruthers","startTime":2666.85,"endTime":2670.69,"body":"the person is, that gave you the"},{"speaker":"Rory Carruthers","startTime":2666.85,"endTime":2670.69,"body":"review and thank them. Yeah,"},{"speaker":"Rory Carruthers","startTime":2670.72,"endTime":2674.41,"body":"like Shoot, shoot 20 second"},{"speaker":"Rory Carruthers","startTime":2670.72,"endTime":2674.41,"body":"video, thank you so much. You I"},{"speaker":"Rory Carruthers","startTime":2674.41,"endTime":2676.81,"body":"mean, you left this great"},{"speaker":"Rory Carruthers","startTime":2674.41,"endTime":2676.81,"body":"review, you said you know my"},{"speaker":"Rory Carruthers","startTime":2676.81,"endTime":2680.11,"body":"book was life changing and that"},{"speaker":"Rory Carruthers","startTime":2676.81,"endTime":2680.11,"body":"it did this and this and this"},{"speaker":"Rory Carruthers","startTime":2680.11,"endTime":2683.56,"body":"for you. Thank you so much. I'm"},{"speaker":"Rory Carruthers","startTime":2680.11,"endTime":2683.56,"body":"really glad to help you and"},{"speaker":"Rory Carruthers","startTime":2683.56,"endTime":2686.5,"body":"thank you for taking the time to"},{"speaker":"Rory Carruthers","startTime":2683.56,"endTime":2686.5,"body":"leave a review, right? People"},{"speaker":"Rory Carruthers","startTime":2686.5,"endTime":2689.53,"body":"love that they love to be"},{"speaker":"Rory Carruthers","startTime":2686.5,"endTime":2689.53,"body":"appreciated for what they have"},{"speaker":"Rory Carruthers","startTime":2689.53,"endTime":2693.64,"body":"done. Just like you know, we are"},{"speaker":"Rory Carruthers","startTime":2689.53,"endTime":2693.64,"body":"very appreciative of the reviews"},{"speaker":"Rory Carruthers","startTime":2693.64,"endTime":2698.86,"body":"that you've left for us, because"},{"speaker":"Rory Carruthers","startTime":2693.64,"endTime":2698.86,"body":"it helps it ultimately helps in"},{"speaker":"Rory Carruthers","startTime":2698.95,"endTime":2702.22,"body":"our business. And it helps other"},{"speaker":"Rory Carruthers","startTime":2698.95,"endTime":2702.22,"body":"businesses because we're able to"},{"speaker":"Rory Carruthers","startTime":2702.22,"endTime":2704.53,"body":"get our message out and help"},{"speaker":"Rory Carruthers","startTime":2702.22,"endTime":2704.53,"body":"people with their businesses."},{"speaker":"Dominica Lumazar","startTime":2704.6,"endTime":2708.29,"body":"Yeah. So"},{"speaker":"Dominica Lumazar","startTime":2704.6,"endTime":2708.29,"body":"thanks, everybody. Truly. Yeah,"},{"speaker":"Dominica Lumazar","startTime":2708.53,"endTime":2713.75,"body":"it's, it's very humbling. And"},{"speaker":"Dominica Lumazar","startTime":2708.53,"endTime":2713.75,"body":"we're very grateful. For many of"},{"speaker":"Dominica Lumazar","startTime":2713.75,"endTime":2718.34,"body":"my clients, there's often a fear"},{"speaker":"Dominica Lumazar","startTime":2713.75,"endTime":2718.34,"body":"and anxiety around doing a"},{"speaker":"Dominica Lumazar","startTime":2718.34,"endTime":2724.25,"body":"rebrand. And I want to be"},{"speaker":"Dominica Lumazar","startTime":2718.34,"endTime":2724.25,"body":"encouraging and clear that once"},{"speaker":"Dominica Lumazar","startTime":2724.25,"endTime":2727.64,"body":"you decide to make that decision"},{"speaker":"Dominica Lumazar","startTime":2724.25,"endTime":2727.64,"body":"and actually follow through on"},{"speaker":"Dominica Lumazar","startTime":2727.67,"endTime":2732.71,"body":"it, you'll feel so much better."},{"speaker":"Dominica Lumazar","startTime":2727.67,"endTime":2732.71,"body":"Because I feel like as business"},{"speaker":"Dominica Lumazar","startTime":2732.71,"endTime":2736.91,"body":"owners, we get into this, this"},{"speaker":"Dominica Lumazar","startTime":2732.71,"endTime":2736.91,"body":"cycle, this like mind chatter"},{"speaker":"Dominica Lumazar","startTime":2736.91,"endTime":2740.9,"body":"cycle, where it's like, what"},{"speaker":"Dominica Lumazar","startTime":2736.91,"endTime":2740.9,"body":"happens if we can't worry about"},{"speaker":"Dominica Lumazar","startTime":2740.9,"endTime":2743.18,"body":"that, we just have to go for it."},{"speaker":"Dominica Lumazar","startTime":2740.9,"endTime":2743.18,"body":"And a lot of that comes from"},{"speaker":"Dominica Lumazar","startTime":2743.18,"endTime":2746.09,"body":"doing a rebrand, like, what"},{"speaker":"Dominica Lumazar","startTime":2743.18,"endTime":2746.09,"body":"happens if I lose my clients by"},{"speaker":"Dominica Lumazar","startTime":2746.09,"endTime":2748.46,"body":"doing my current clients, or"},{"speaker":"Dominica Lumazar","startTime":2746.09,"endTime":2748.46,"body":"what happens if my customers"},{"speaker":"Dominica Lumazar","startTime":2748.46,"endTime":2751.73,"body":"don't know how to find me? Well,"},{"speaker":"Dominica Lumazar","startTime":2748.46,"endTime":2751.73,"body":"there's ways to do a rebrand"},{"speaker":"Dominica Lumazar","startTime":2751.73,"endTime":2755.81,"body":"where it's soft, doesn't have to"},{"speaker":"Dominica Lumazar","startTime":2751.73,"endTime":2755.81,"body":"be crazy, abrupt right, you"},{"speaker":"Dominica Lumazar","startTime":2755.81,"endTime":2759.89,"body":"don't have to rip off the band"},{"speaker":"Dominica Lumazar","startTime":2755.81,"endTime":2759.89,"body":"aid, all the way, you know, you"},{"speaker":"Dominica Lumazar","startTime":2759.89,"endTime":2762.68,"body":"can just go a little bit and"},{"speaker":"Dominica Lumazar","startTime":2759.89,"endTime":2762.68,"body":"like take a take a step at a"},{"speaker":"Dominica Lumazar","startTime":2762.68,"endTime":2768.95,"body":"time. And I know that the most"},{"speaker":"Dominica Lumazar","startTime":2762.68,"endTime":2768.95,"body":"important aspects of branding,"},{"speaker":"Dominica Lumazar","startTime":2769.16,"endTime":2773.15,"body":"hands down is making sure that"},{"speaker":"Dominica Lumazar","startTime":2769.16,"endTime":2773.15,"body":"the customer is the hero of"},{"speaker":"Dominica Lumazar","startTime":2773.15,"endTime":2777.89,"body":"everything. Your brand is not"},{"speaker":"Dominica Lumazar","startTime":2773.15,"endTime":2777.89,"body":"about your experience, it can be"},{"speaker":"Dominica Lumazar","startTime":2777.89,"endTime":2782.0,"body":"about you and your mission. And"},{"speaker":"Dominica Lumazar","startTime":2777.89,"endTime":2782.0,"body":"that's fine. But it should be"},{"speaker":"Dominica Lumazar","startTime":2782.0,"endTime":2784.76,"body":"about what your customer is"},{"speaker":"Dominica Lumazar","startTime":2782.0,"endTime":2784.76,"body":"going to be receiving from you."},{"speaker":"Dominica Lumazar","startTime":2785.15,"endTime":2791.63,"body":"And if you can focus your"},{"speaker":"Dominica Lumazar","startTime":2785.15,"endTime":2791.63,"body":"brand's logo and tagline and"},{"speaker":"Dominica Lumazar","startTime":2791.63,"endTime":2795.41,"body":"make sure that your target"},{"speaker":"Dominica Lumazar","startTime":2791.63,"endTime":2795.41,"body":"audience is is clear in what"},{"speaker":"Dominica Lumazar","startTime":2795.41,"endTime":2799.34,"body":"you're wanting to portray to"},{"speaker":"Dominica Lumazar","startTime":2795.41,"endTime":2799.34,"body":"them. Like all of that makes"},{"speaker":"Dominica Lumazar","startTime":2799.34,"endTime":2803.96,"body":"sense, then you're going to win"},{"speaker":"Dominica Lumazar","startTime":2799.34,"endTime":2803.96,"body":"every time. If you're trying to"},{"speaker":"Dominica Lumazar","startTime":2804.56,"endTime":2809.0,"body":"portray your luxury brands to a"},{"speaker":"Dominica Lumazar","startTime":2804.56,"endTime":2809.0,"body":"bunch of 13 year olds, it might"},{"speaker":"Dominica Lumazar","startTime":2809.0,"endTime":2811.64,"body":"not pan out too well. So you"},{"speaker":"Dominica Lumazar","startTime":2809.0,"endTime":2811.64,"body":"have to know who you're talking"},{"speaker":"Dominica Lumazar","startTime":2811.64,"endTime":2812.45,"body":"to. Right?"},{"speaker":"Rory Carruthers","startTime":2814.15,"endTime":2814.87,"body":"Right."},{"speaker":"Dominica Lumazar","startTime":2816.1,"endTime":2819.07,"body":"It's pretty,"},{"speaker":"Dominica Lumazar","startTime":2816.1,"endTime":2819.07,"body":"pretty important. So always be"},{"speaker":"Dominica Lumazar","startTime":2819.07,"endTime":2821.89,"body":"sure to put your customer First,"},{"speaker":"Dominica Lumazar","startTime":2819.07,"endTime":2821.89,"body":"make them the hero and your"},{"speaker":"Dominica Lumazar","startTime":2821.89,"endTime":2825.55,"body":"company's mission. Super, super"},{"speaker":"Dominica Lumazar","startTime":2821.89,"endTime":2825.55,"body":"important. And if it's done"},{"speaker":"Dominica Lumazar","startTime":2825.55,"endTime":2828.58,"body":"correctly, then they will always"},{"speaker":"Dominica Lumazar","startTime":2825.55,"endTime":2828.58,"body":"come back and think of your"},{"speaker":"Dominica Lumazar","startTime":2828.58,"endTime":2832.33,"body":"brand as the authority or the go"},{"speaker":"Dominica Lumazar","startTime":2828.58,"endTime":2832.33,"body":"to product for whatever it is"},{"speaker":"Dominica Lumazar","startTime":2832.54,"endTime":2836.23,"body":"that you're offering. Make sure"},{"speaker":"Dominica Lumazar","startTime":2832.54,"endTime":2836.23,"body":"that their experience is the"},{"speaker":"Dominica Lumazar","startTime":2836.23,"endTime":2840.55,"body":"winning component here. So a few"},{"speaker":"Dominica Lumazar","startTime":2836.23,"endTime":2840.55,"body":"things to ask yourself, maybe"},{"speaker":"Dominica Lumazar","startTime":2840.58,"endTime":2844.48,"body":"maybe you haven't done this in a"},{"speaker":"Dominica Lumazar","startTime":2840.58,"endTime":2844.48,"body":"while. And I would actually have"},{"speaker":"Dominica Lumazar","startTime":2844.48,"endTime":2846.58,"body":"a piece of paper and like write"},{"speaker":"Dominica Lumazar","startTime":2844.48,"endTime":2846.58,"body":"it down for yourself at some"},{"speaker":"Dominica Lumazar","startTime":2846.58,"endTime":2849.25,"body":"point like, okay, what's your"},{"speaker":"Dominica Lumazar","startTime":2846.58,"endTime":2849.25,"body":"brand's logo? And what's the"},{"speaker":"Dominica Lumazar","startTime":2849.25,"endTime":2852.76,"body":"tagline? Does it help your"},{"speaker":"Dominica Lumazar","startTime":2849.25,"endTime":2852.76,"body":"target audience understand how"},{"speaker":"Dominica Lumazar","startTime":2852.76,"endTime":2859.24,"body":"your business can help them? are"},{"speaker":"Dominica Lumazar","startTime":2852.76,"endTime":2859.24,"body":"you solving a problem? That's a"},{"speaker":"Dominica Lumazar","startTime":2859.24,"endTime":2862.96,"body":"whole other deal. We have a"},{"speaker":"Dominica Lumazar","startTime":2859.24,"endTime":2862.96,"body":"whole episode about that. Is"},{"speaker":"Dominica Lumazar","startTime":2862.96,"endTime":2867.91,"body":"your business solving a problem?"},{"speaker":"Dominica Lumazar","startTime":2862.96,"endTime":2867.91,"body":"Because it will make you the"},{"speaker":"Dominica Lumazar","startTime":2867.91,"endTime":2872.68,"body":"authority? And then are you"},{"speaker":"Dominica Lumazar","startTime":2867.91,"endTime":2872.68,"body":"making positive that your"},{"speaker":"Dominica Lumazar","startTime":2872.68,"endTime":2875.74,"body":"brand's mission is making your"},{"speaker":"Dominica Lumazar","startTime":2872.68,"endTime":2875.74,"body":"customer, the hero and all of"},{"speaker":"Dominica Lumazar","startTime":2875.74,"endTime":2879.13,"body":"it? Those are the big questions"},{"speaker":"Dominica Lumazar","startTime":2875.74,"endTime":2879.13,"body":"you got to ask yourself, if you"},{"speaker":"Dominica Lumazar","startTime":2879.13,"endTime":2881.71,"body":"are in a position where you're"},{"speaker":"Dominica Lumazar","startTime":2879.13,"endTime":2881.71,"body":"getting ready to do a rebrand,"},{"speaker":"Dominica Lumazar","startTime":2882.01,"endTime":2886.06,"body":"don't be worried about it, it's"},{"speaker":"Dominica Lumazar","startTime":2882.01,"endTime":2886.06,"body":"okay. You can ask for help. You"},{"speaker":"Dominica Lumazar","startTime":2886.06,"endTime":2889.3,"body":"can always reach out to us, we"},{"speaker":"Dominica Lumazar","startTime":2886.06,"endTime":2889.3,"body":"love to do audits, don't be"},{"speaker":"Dominica Lumazar","startTime":2889.3,"endTime":2891.34,"body":"worried about how it's going to"},{"speaker":"Dominica Lumazar","startTime":2889.3,"endTime":2891.34,"body":"go because you just have to go"},{"speaker":"Dominica Lumazar","startTime":2891.34,"endTime":2893.86,"body":"for it or else nothing's ever"},{"speaker":"Dominica Lumazar","startTime":2891.34,"endTime":2893.86,"body":"going to get done. And if you're"},{"speaker":"Dominica Lumazar","startTime":2893.86,"endTime":2896.98,"body":"in a position where you need to"},{"speaker":"Dominica Lumazar","startTime":2893.86,"endTime":2896.98,"body":"do that, then there's a reason"},{"speaker":"Dominica Lumazar","startTime":2897.01,"endTime":2901.42,"body":"something's not working. So the"},{"speaker":"Dominica Lumazar","startTime":2897.01,"endTime":2901.42,"body":"first step is recognizing that"},{"speaker":"Dominica Lumazar","startTime":2901.42,"endTime":2903.76,"body":"you needed to do it. And that's"},{"speaker":"Dominica Lumazar","startTime":2901.42,"endTime":2903.76,"body":"good."},{"speaker":"Rory Carruthers","startTime":2904.99,"endTime":2907.06,"body":"That's a good"},{"speaker":"Rory Carruthers","startTime":2904.99,"endTime":2907.06,"body":"thing. Well, yeah, and if you"},{"speaker":"Rory Carruthers","startTime":2907.06,"endTime":2910.48,"body":"have a fear that you're gonna"},{"speaker":"Rory Carruthers","startTime":2907.06,"endTime":2910.48,"body":"mess up your rebrand, first off,"},{"speaker":"Rory Carruthers","startTime":2910.51,"endTime":2914.5,"body":"that's why you need to test."},{"speaker":"Rory Carruthers","startTime":2910.51,"endTime":2914.5,"body":"Okay, a lot of a lot of"},{"speaker":"Rory Carruthers","startTime":2914.5,"endTime":2917.68,"body":"companies will just rebrand"},{"speaker":"Rory Carruthers","startTime":2914.5,"endTime":2917.68,"body":"something without testing. And"},{"speaker":"Rory Carruthers","startTime":2917.68,"endTime":2919.84,"body":"they'll just put it out in the"},{"speaker":"Rory Carruthers","startTime":2917.68,"endTime":2919.84,"body":"hole in the marketplace. And"},{"speaker":"Rory Carruthers","startTime":2919.84,"endTime":2923.2,"body":"we've seen those disasters"},{"speaker":"Rory Carruthers","startTime":2919.84,"endTime":2923.2,"body":"sometimes. I know, there was one"},{"speaker":"Rory Carruthers","startTime":2923.26,"endTime":2926.71,"body":"recently, where, you know, they"},{"speaker":"Rory Carruthers","startTime":2923.26,"endTime":2926.71,"body":"redid the logo, and it was just"},{"speaker":"Rory Carruthers","startTime":2926.71,"endTime":2929.32,"body":"like, No, you should not have"},{"speaker":"Rory Carruthers","startTime":2926.71,"endTime":2929.32,"body":"redone that."},{"speaker":"Dominica Lumazar","startTime":2929.5,"endTime":2932.38,"body":"There's so"},{"speaker":"Dominica Lumazar","startTime":2929.5,"endTime":2932.38,"body":"much to branding, that it's hard"},{"speaker":"Dominica Lumazar","startTime":2932.38,"endTime":2936.19,"body":"to pack it in like a 45 minute"},{"speaker":"Dominica Lumazar","startTime":2932.38,"endTime":2936.19,"body":"episode. So we're really we're"},{"speaker":"Dominica Lumazar","startTime":2936.19,"endTime":2939.73,"body":"getting, we're talking like"},{"speaker":"Dominica Lumazar","startTime":2936.19,"endTime":2939.73,"body":"surface level certain aspects of"},{"speaker":"Dominica Lumazar","startTime":2939.76,"endTime":2943.42,"body":"building a brand for yourself"},{"speaker":"Dominica Lumazar","startTime":2939.76,"endTime":2943.42,"body":"and what that looks like. So if"},{"speaker":"Dominica Lumazar","startTime":2943.42,"endTime":2946.6,"body":"you want to go deeper on any of"},{"speaker":"Dominica Lumazar","startTime":2943.42,"endTime":2946.6,"body":"this, let us know because we may"},{"speaker":"Dominica Lumazar","startTime":2946.6,"endTime":2950.41,"body":"need to do another episode. Even"},{"speaker":"Dominica Lumazar","startTime":2946.6,"endTime":2950.41,"body":"more, you know, deep deep on a"},{"speaker":"Dominica Lumazar","startTime":2950.41,"endTime":2951.22,"body":"lot of this stuff."},{"speaker":"Rory Carruthers","startTime":2951.52,"endTime":2953.83,"body":"I'm gonna just"},{"speaker":"Rory Carruthers","startTime":2951.52,"endTime":2953.83,"body":"mention like in our online"},{"speaker":"Rory Carruthers","startTime":2953.83,"endTime":2958.3,"body":"world, now that everyone is"},{"speaker":"Rory Carruthers","startTime":2953.83,"endTime":2958.3,"body":"doing, zoom working from home,"},{"speaker":"Rory Carruthers","startTime":2958.66,"endTime":2962.65,"body":"you know, with social media"},{"speaker":"Rory Carruthers","startTime":2958.66,"endTime":2962.65,"body":"being a much more constant in"},{"speaker":"Rory Carruthers","startTime":2962.65,"endTime":2966.43,"body":"our lives. And us being on video"},{"speaker":"Rory Carruthers","startTime":2962.65,"endTime":2966.43,"body":"a lot more. You have to think"},{"speaker":"Rory Carruthers","startTime":2966.43,"endTime":2971.02,"body":"about, what is the environment"},{"speaker":"Rory Carruthers","startTime":2966.43,"endTime":2971.02,"body":"that you're portraying yourself"},{"speaker":"Rory Carruthers","startTime":2971.05,"endTime":2974.62,"body":"in? How's that part of your"},{"speaker":"Rory Carruthers","startTime":2971.05,"endTime":2974.62,"body":"brand? Okay, I'll give an"},{"speaker":"Rory Carruthers","startTime":2974.62,"endTime":2979.93,"body":"example. Okay, I saw this"},{"speaker":"Rory Carruthers","startTime":2974.62,"endTime":2979.93,"body":"interview it was David Spade and"},{"speaker":"Rory Carruthers","startTime":2979.99,"endTime":2985.63,"body":"Jerry Seinfeld. Okay. Were there"},{"speaker":"Rory Carruthers","startTime":2979.99,"endTime":2985.63,"body":"you know, probably doing a"},{"speaker":"Rory Carruthers","startTime":2985.63,"endTime":2989.32,"body":"podcast. I don't know. I just"},{"speaker":"Rory Carruthers","startTime":2985.63,"endTime":2989.32,"body":"quickly watched the video. Okay,"},{"speaker":"Rory Carruthers","startTime":2989.35,"endTime":2992.89,"body":"so you've got Jerry sitting"},{"speaker":"Rory Carruthers","startTime":2989.35,"endTime":2992.89,"body":"there in his office which has"},{"speaker":"Rory Carruthers","startTime":2992.89,"endTime":2995.98,"body":"this like nice background. It's"},{"speaker":"Rory Carruthers","startTime":2992.89,"endTime":2995.98,"body":"got, you know, you can see a"},{"speaker":"Rory Carruthers","startTime":2995.98,"endTime":3000.81,"body":"little bit of the view off of"},{"speaker":"Rory Carruthers","startTime":2995.98,"endTime":3000.81,"body":"the side. You know, it's just"},{"speaker":"Rory Carruthers","startTime":3000.81,"endTime":3004.32,"body":"his office, right? But it's,"},{"speaker":"Rory Carruthers","startTime":3000.81,"endTime":3004.32,"body":"it's nice. And he positioned"},{"speaker":"Rory Carruthers","startTime":3004.32,"endTime":3008.34,"body":"himself and put his computer"},{"speaker":"Rory Carruthers","startTime":3004.32,"endTime":3008.34,"body":"where it looks nice. And it had,"},{"speaker":"Rory Carruthers","startTime":3008.64,"endTime":3012.63,"body":"you know, in, in design terms"},{"speaker":"Rory Carruthers","startTime":3008.64,"endTime":3012.63,"body":"that have leading lines to draw"},{"speaker":"Rory Carruthers","startTime":3012.63,"endTime":3015.96,"body":"your eyes to certain things in"},{"speaker":"Rory Carruthers","startTime":3012.63,"endTime":3015.96,"body":"his background, right. But then"},{"speaker":"Rory Carruthers","startTime":3015.96,"endTime":3021.18,"body":"you had, you know, David Spade"},{"speaker":"Rory Carruthers","startTime":3015.96,"endTime":3021.18,"body":"sitting there and the way it was"},{"speaker":"Rory Carruthers","startTime":3021.18,"endTime":3024.24,"body":"positioned, you could see like,"},{"speaker":"Rory Carruthers","startTime":3021.18,"endTime":3024.24,"body":"all the plugs coming out of his"},{"speaker":"Rory Carruthers","startTime":3024.24,"endTime":3029.07,"body":"wall, his wall was white or what"},{"speaker":"Rory Carruthers","startTime":3024.24,"endTime":3029.07,"body":"it was just random stuff up."},{"speaker":"Rory Carruthers","startTime":3029.28,"endTime":3031.86,"body":"There's like a filing cabinet or"},{"speaker":"Rory Carruthers","startTime":3029.28,"endTime":3031.86,"body":"something in the corner. You"},{"speaker":"Rory Carruthers","startTime":3031.86,"endTime":3032.31,"body":"know, it was like,"},{"speaker":"Dominica Lumazar","startTime":3032.34,"endTime":3033.06,"body":"like mine."},{"speaker":"Rory Carruthers","startTime":3034.83,"endTime":3038.79,"body":"No, but no, no,"},{"speaker":"Rory Carruthers","startTime":3034.83,"endTime":3038.79,"body":"I mean, like, he was, it was"},{"speaker":"Rory Carruthers","startTime":3038.91,"endTime":3042.27,"body":"like, nothing was set up. Like"},{"speaker":"Rory Carruthers","startTime":3038.91,"endTime":3042.27,"body":"he was like, he didn't even"},{"speaker":"Rory Carruthers","startTime":3042.27,"endTime":3045.39,"body":"think about, you know, how this"},{"speaker":"Rory Carruthers","startTime":3042.27,"endTime":3045.39,"body":"is gonna look. Now, if you look"},{"speaker":"Rory Carruthers","startTime":3045.39,"endTime":3048.27,"body":"at, like what we did for, you"},{"speaker":"Rory Carruthers","startTime":3045.39,"endTime":3048.27,"body":"know, our Christmas theme here,"},{"speaker":"Rory Carruthers","startTime":3048.27,"endTime":3051.0,"body":"if you can, if you're watching"},{"speaker":"Rory Carruthers","startTime":3048.27,"endTime":3051.0,"body":"the video, you'll see we put up"},{"speaker":"Rory Carruthers","startTime":3051.12,"endTime":3054.81,"body":"Christmas lights, and, you know,"},{"speaker":"Rory Carruthers","startTime":3051.12,"endTime":3054.81,"body":"Dominica has got like, Merry"},{"speaker":"Rory Carruthers","startTime":3054.81,"endTime":3058.53,"body":"Christmas there. And, you know,"},{"speaker":"Rory Carruthers","startTime":3054.81,"endTime":3058.53,"body":"I put stuff around the guitars"},{"speaker":"Rory Carruthers","startTime":3058.53,"endTime":3063.87,"body":"and stockings were like, you"},{"speaker":"Rory Carruthers","startTime":3058.53,"endTime":3063.87,"body":"know, we're creating the theme"},{"speaker":"Rory Carruthers","startTime":3064.14,"endTime":3067.98,"body":"around what we're doing. This is"},{"speaker":"Rory Carruthers","startTime":3064.14,"endTime":3067.98,"body":"part of, you know, the brand for"},{"speaker":"Rory Carruthers","startTime":3067.98,"endTime":3071.73,"body":"this episode, the brand of it's"},{"speaker":"Rory Carruthers","startTime":3067.98,"endTime":3071.73,"body":"Christmas time. And this is"},{"speaker":"Rory Carruthers","startTime":3071.73,"endTime":3074.64,"body":"something you can you can do"},{"speaker":"Rory Carruthers","startTime":3071.73,"endTime":3074.64,"body":"yourself as what you're doing."},{"speaker":"Rory Carruthers","startTime":3074.64,"endTime":3078.33,"body":"But also think about, like, what"},{"speaker":"Rory Carruthers","startTime":3074.64,"endTime":3078.33,"body":"it what is the brand that we're"},{"speaker":"Rory Carruthers","startTime":3078.33,"endTime":3083.04,"body":"portraying, in our everyday life"},{"speaker":"Rory Carruthers","startTime":3078.33,"endTime":3083.04,"body":"in our in our businesses. And"},{"speaker":"Rory Carruthers","startTime":3083.04,"endTime":3087.48,"body":"some of that is, it's going to"},{"speaker":"Rory Carruthers","startTime":3083.04,"endTime":3087.48,"body":"be, you know, this is, this is"},{"speaker":"Rory Carruthers","startTime":3087.48,"endTime":3089.94,"body":"my, my house, or this is my"},{"speaker":"Rory Carruthers","startTime":3087.48,"endTime":3089.94,"body":"kitchen where you're doing"},{"speaker":"Rory Carruthers","startTime":3089.94,"endTime":3092.34,"body":"something right? You're maybe"},{"speaker":"Rory Carruthers","startTime":3089.94,"endTime":3092.34,"body":"you're showing something in"},{"speaker":"Rory Carruthers","startTime":3092.34,"endTime":3095.46,"body":"other in other instances, it's"},{"speaker":"Rory Carruthers","startTime":3092.34,"endTime":3095.46,"body":"going to be like this for me,"},{"speaker":"Rory Carruthers","startTime":3095.58,"endTime":3099.84,"body":"because I do most of my calls my"},{"speaker":"Rory Carruthers","startTime":3095.58,"endTime":3099.84,"body":"trainings and stuff in here. You"},{"speaker":"Rory Carruthers","startTime":3099.84,"endTime":3104.34,"body":"know, this, instead of having a"},{"speaker":"Rory Carruthers","startTime":3099.84,"endTime":3104.34,"body":"blank wall behind when I moved"},{"speaker":"Rory Carruthers","startTime":3104.34,"endTime":3107.01,"body":"into this house, I was like,"},{"speaker":"Rory Carruthers","startTime":3104.34,"endTime":3107.01,"body":"Well, what can I do? Well, you"},{"speaker":"Rory Carruthers","startTime":3107.01,"endTime":3110.58,"body":"know, my backgrounds as a"},{"speaker":"Rory Carruthers","startTime":3107.01,"endTime":3110.58,"body":"musician, I could put guitars on"},{"speaker":"Rory Carruthers","startTime":3110.58,"endTime":3114.9,"body":"the wall. Right? So that's one"},{"speaker":"Rory Carruthers","startTime":3110.58,"endTime":3114.9,"body":"aspect. And then what it does,"},{"speaker":"Rory Carruthers","startTime":3115.41,"endTime":3120.06,"body":"is most people, when I get on"},{"speaker":"Rory Carruthers","startTime":3115.41,"endTime":3120.06,"body":"with them, they go, Oh, look at"},{"speaker":"Rory Carruthers","startTime":3120.06,"endTime":3124.95,"body":"all those guitars great is when"},{"speaker":"Rory Carruthers","startTime":3120.06,"endTime":3124.95,"body":"it opens the conversation,"},{"speaker":"Rory Carruthers","startTime":3124.95,"endTime":3127.44,"body":"because they want to know more"},{"speaker":"Rory Carruthers","startTime":3124.95,"endTime":3127.44,"body":"about that. And I can say I was"},{"speaker":"Rory Carruthers","startTime":3127.44,"endTime":3130.11,"body":"professional musician for many"},{"speaker":"Rory Carruthers","startTime":3127.44,"endTime":3130.11,"body":"years."},{"speaker":"Dominica Lumazar","startTime":3130.87,"endTime":3133.87,"body":"Almost every"},{"speaker":"Dominica Lumazar","startTime":3130.87,"endTime":3133.87,"body":"single interview we've done."},{"speaker":"Dominica Lumazar","startTime":3134.14,"endTime":3137.05,"body":"That's the first question people"},{"speaker":"Dominica Lumazar","startTime":3134.14,"endTime":3137.05,"body":"ask when they get on with us."},{"speaker":"Dominica Lumazar","startTime":3137.08,"endTime":3137.92,"body":"It's about your guitars."},{"speaker":"Rory Carruthers","startTime":3138.18,"endTime":3140.82,"body":"Yeah. So and"},{"speaker":"Rory Carruthers","startTime":3138.18,"endTime":3140.82,"body":"you know, it was partly"},{"speaker":"Rory Carruthers","startTime":3140.82,"endTime":3145.26,"body":"intentional, right? I did think"},{"speaker":"Rory Carruthers","startTime":3140.82,"endTime":3145.26,"body":"about it as as part of my brand."},{"speaker":"Rory Carruthers","startTime":3145.5,"endTime":3149.16,"body":"Now, it's not part of my"},{"speaker":"Rory Carruthers","startTime":3145.5,"endTime":3149.16,"body":"business brand. You know, I"},{"speaker":"Rory Carruthers","startTime":3149.16,"endTime":3151.89,"body":"thought about like, should I put"},{"speaker":"Rory Carruthers","startTime":3149.16,"endTime":3151.89,"body":"all my books and stuff and not"},{"speaker":"Rory Carruthers","startTime":3151.89,"endTime":3154.65,"body":"our client books up on"},{"speaker":"Rory Carruthers","startTime":3151.89,"endTime":3154.65,"body":"bookshelves behind? You know,"},{"speaker":"Rory Carruthers","startTime":3154.65,"endTime":3158.58,"body":"and that's one thing, and I can"},{"speaker":"Rory Carruthers","startTime":3154.65,"endTime":3158.58,"body":"eat. But I decided for me, every"},{"speaker":"Rory Carruthers","startTime":3158.58,"endTime":3162.54,"body":"time I mentioned music, it"},{"speaker":"Rory Carruthers","startTime":3158.58,"endTime":3162.54,"body":"creates a bond in a different"},{"speaker":"Rory Carruthers","startTime":3162.54,"endTime":3167.31,"body":"way. And it positions me as"},{"speaker":"Rory Carruthers","startTime":3162.54,"endTime":3167.31,"body":"someone I guess in in the eyes"},{"speaker":"Rory Carruthers","startTime":3167.31,"endTime":3170.55,"body":"of people who aren't musicians,"},{"speaker":"Rory Carruthers","startTime":3167.31,"endTime":3170.55,"body":"I don't know if it's cool is the"},{"speaker":"Rory Carruthers","startTime":3170.55,"endTime":3174.72,"body":"right word. But like there's a"},{"speaker":"Rory Carruthers","startTime":3170.55,"endTime":3174.72,"body":"certain quality that comes along"},{"speaker":"Rory Carruthers","startTime":3174.72,"endTime":3177.63,"body":"with being a musician that"},{"speaker":"Rory Carruthers","startTime":3174.72,"endTime":3177.63,"body":"people like, they're like, who I"},{"speaker":"Rory Carruthers","startTime":3177.63,"endTime":3180.06,"body":"like being friends with"},{"speaker":"Rory Carruthers","startTime":3177.63,"endTime":3180.06,"body":"musicians and stuff like that."},{"speaker":"Dominica Lumazar","startTime":3180.48,"endTime":3183.99,"body":"Yeah, so it's"},{"speaker":"Dominica Lumazar","startTime":3180.48,"endTime":3183.99,"body":"comforting in there gravitated"},{"speaker":"Dominica Lumazar","startTime":3183.99,"endTime":3186.24,"body":"towards you, it's fun to watch,"},{"speaker":"Dominica Lumazar","startTime":3183.99,"endTime":3186.24,"body":"actually, on this"},{"speaker":"Rory Carruthers","startTime":3186.0,"endTime":3188.73,"body":"side of the"},{"speaker":"Rory Carruthers","startTime":3186.0,"endTime":3188.73,"body":"screen. Yeah. And they get to"},{"speaker":"Rory Carruthers","startTime":3188.73,"endTime":3192.3,"body":"get to see a different side than"},{"speaker":"Rory Carruthers","startTime":3188.73,"endTime":3192.3,"body":"just the business side, as well."},{"speaker":"Rory Carruthers","startTime":3192.42,"endTime":3196.08,"body":"Because we do so much stuff. And"},{"speaker":"Rory Carruthers","startTime":3192.42,"endTime":3196.08,"body":"like even on this podcast, we"},{"speaker":"Rory Carruthers","startTime":3196.08,"endTime":3199.32,"body":"talk about so much stuff in"},{"speaker":"Rory Carruthers","startTime":3196.08,"endTime":3199.32,"body":"business, but people want to"},{"speaker":"Rory Carruthers","startTime":3199.35,"endTime":3202.32,"body":"connect on that personal level."},{"speaker":"Rory Carruthers","startTime":3199.35,"endTime":3202.32,"body":"So if you can find something"},{"speaker":"Rory Carruthers","startTime":3202.32,"endTime":3206.4,"body":"that's just part of your life"},{"speaker":"Rory Carruthers","startTime":3202.32,"endTime":3206.4,"body":"that you're passionate about,"},{"speaker":"Rory Carruthers","startTime":3206.46,"endTime":3209.91,"body":"whether that's you know, in my"},{"speaker":"Rory Carruthers","startTime":3206.46,"endTime":3209.91,"body":"case, music and guitars and"},{"speaker":"Rory Carruthers","startTime":3209.91,"endTime":3213.3,"body":"stuff like that, or you know,"},{"speaker":"Rory Carruthers","startTime":3209.91,"endTime":3213.3,"body":"maybe maybe you're really into"},{"speaker":"Rory Carruthers","startTime":3213.3,"endTime":3215.88,"body":"bird feeders, and you have a"},{"speaker":"Rory Carruthers","startTime":3213.3,"endTime":3215.88,"body":"bunch of bird feeders hanging in"},{"speaker":"Rory Carruthers","startTime":3215.88,"endTime":3221.07,"body":"the background, or whatever it"},{"speaker":"Rory Carruthers","startTime":3215.88,"endTime":3221.07,"body":"is, right? No, put in that"},{"speaker":"Rory Carruthers","startTime":3221.07,"endTime":3223.95,"body":"personal aspect. So that becomes"},{"speaker":"Rory Carruthers","startTime":3221.07,"endTime":3223.95,"body":"part of your brand, because you"},{"speaker":"Rory Carruthers","startTime":3223.95,"endTime":3226.35,"body":"don't you don't want to be"},{"speaker":"Rory Carruthers","startTime":3223.95,"endTime":3226.35,"body":"putting a fake brand out there."},{"speaker":"Rory Carruthers","startTime":3226.95,"endTime":3232.65,"body":"You know, it's got a like, even"},{"speaker":"Rory Carruthers","startTime":3226.95,"endTime":3232.65,"body":"more so now than any time in"},{"speaker":"Rory Carruthers","startTime":3232.65,"endTime":3235.29,"body":"probably, you know, the history"},{"speaker":"Rory Carruthers","startTime":3232.65,"endTime":3235.29,"body":"of the internet. People are"},{"speaker":"Rory Carruthers","startTime":3235.29,"endTime":3238.35,"body":"looking for authenticity. Yeah,"},{"speaker":"Rory Carruthers","startTime":3235.29,"endTime":3238.35,"body":"they want to know that they can"},{"speaker":"Rory Carruthers","startTime":3238.92,"endTime":3242.34,"body":"trust you and that who they're"},{"speaker":"Rory Carruthers","startTime":3238.92,"endTime":3242.34,"body":"getting, like who they're"},{"speaker":"Rory Carruthers","startTime":3242.34,"endTime":3246.21,"body":"talking to is the same person"},{"speaker":"Rory Carruthers","startTime":3242.34,"endTime":3246.21,"body":"that exists in the real world."},{"speaker":"Rory Carruthers","startTime":3246.36,"endTime":3251.37,"body":"Exactly. Yeah, so. So you know,"},{"speaker":"Rory Carruthers","startTime":3246.36,"endTime":3251.37,"body":"and that's why we we allow"},{"speaker":"Rory Carruthers","startTime":3251.37,"endTime":3255.66,"body":"people to see what we got going"},{"speaker":"Rory Carruthers","startTime":3251.37,"endTime":3255.66,"body":"on. Right? And who we are. Mm"},{"speaker":"Rory Carruthers","startTime":3255.66,"endTime":3255.96,"body":"hmm."},{"speaker":"Dominica Lumazar","startTime":3257.04,"endTime":3258.57,"body":"I'm pretty"},{"speaker":"Dominica Lumazar","startTime":3257.04,"endTime":3258.57,"body":"boring. And that's just who I"},{"speaker":"Dominica Lumazar","startTime":3258.57,"endTime":3258.84,"body":"am."},{"speaker":"Rory Carruthers","startTime":3261.69,"endTime":3263.76,"body":"Yeah, and if"},{"speaker":"Rory Carruthers","startTime":3261.69,"endTime":3263.76,"body":"you've won awards or things like"},{"speaker":"Rory Carruthers","startTime":3263.76,"endTime":3268.23,"body":"that, so like, I know, a guy who"},{"speaker":"Rory Carruthers","startTime":3263.76,"endTime":3268.23,"body":"has multiple Platinum albums,"},{"speaker":"Rory Carruthers","startTime":3268.47,"endTime":3271.23,"body":"from bands that he's been in, he"},{"speaker":"Rory Carruthers","startTime":3268.47,"endTime":3271.23,"body":"just has them behind on the"},{"speaker":"Rory Carruthers","startTime":3271.23,"endTime":3274.5,"body":"wall. And you know, it's like"},{"speaker":"Rory Carruthers","startTime":3271.23,"endTime":3274.5,"body":"part of his brand, because he"},{"speaker":"Rory Carruthers","startTime":3274.5,"endTime":3276.66,"body":"wants people to instantly know I"},{"speaker":"Rory Carruthers","startTime":3274.5,"endTime":3276.66,"body":"know there's a lot of people"},{"speaker":"Rory Carruthers","startTime":3276.66,"endTime":3279.12,"body":"with Click Funnels awards and"},{"speaker":"Rory Carruthers","startTime":3276.66,"endTime":3279.12,"body":"things like that. They put him"},{"speaker":"Rory Carruthers","startTime":3279.45,"endTime":3282.54,"body":"behind their videos and things"},{"speaker":"Rory Carruthers","startTime":3279.45,"endTime":3282.54,"body":"like that Book Awards, you you"},{"speaker":"Rory Carruthers","startTime":3282.54,"endTime":3285.45,"body":"know, you have the Book Award,"},{"speaker":"Rory Carruthers","startTime":3282.54,"endTime":3285.45,"body":"as well."},{"speaker":"Dominica Lumazar","startTime":3285.51,"endTime":3288.45,"body":"I do and I"},{"speaker":"Dominica Lumazar","startTime":3285.51,"endTime":3288.45,"body":"packed it up when we evacuated"},{"speaker":"Dominica Lumazar","startTime":3288.48,"endTime":3293.79,"body":"and so one of the first things I"},{"speaker":"Dominica Lumazar","startTime":3288.48,"endTime":3293.79,"body":"grabbed like all my mics, all my"},{"speaker":"Dominica Lumazar","startTime":3293.79,"endTime":3298.29,"body":"use equipment, my awards. Thanks"},{"speaker":"Dominica Lumazar","startTime":3293.79,"endTime":3298.29,"body":"for the reminder."},{"speaker":"Rory Carruthers","startTime":3299.44,"endTime":3301.06,"body":"Right, but it's"},{"speaker":"Rory Carruthers","startTime":3299.44,"endTime":3301.06,"body":"So these, these are the things"},{"speaker":"Rory Carruthers","startTime":3301.06,"endTime":3305.14,"body":"and we're, we're all evolving,"},{"speaker":"Rory Carruthers","startTime":3301.06,"endTime":3305.14,"body":"we're all testing things, we're"},{"speaker":"Rory Carruthers","startTime":3305.14,"endTime":3307.12,"body":"trying different things, seeing"},{"speaker":"Rory Carruthers","startTime":3305.14,"endTime":3307.12,"body":"what connects with our"},{"speaker":"Rory Carruthers","startTime":3307.12,"endTime":3309.88,"body":"audiences, you know, you can"},{"speaker":"Rory Carruthers","startTime":3307.12,"endTime":3309.88,"body":"move things around, you can"},{"speaker":"Rory Carruthers","startTime":3309.88,"endTime":3312.85,"body":"rebrand your environment, you"},{"speaker":"Rory Carruthers","startTime":3309.88,"endTime":3312.85,"body":"know, you can have multiple"},{"speaker":"Rory Carruthers","startTime":3312.85,"endTime":3316.9,"body":"environments. So this isn't the"},{"speaker":"Rory Carruthers","startTime":3312.85,"endTime":3316.9,"body":"only environment that I have"},{"speaker":"Rory Carruthers","startTime":3316.9,"endTime":3320.23,"body":"with the guitars. Just if I"},{"speaker":"Rory Carruthers","startTime":3316.9,"endTime":3320.23,"body":"turn, like my whole stuff"},{"speaker":"Rory Carruthers","startTime":3320.23,"endTime":3324.34,"body":"sideways, it see I have a book"},{"speaker":"Rory Carruthers","startTime":3320.23,"endTime":3324.34,"body":"shelf. If I turned it completely"},{"speaker":"Rory Carruthers","startTime":3324.34,"endTime":3327.16,"body":"around, you'd see where I could"},{"speaker":"Rory Carruthers","startTime":3324.34,"endTime":3327.16,"body":"be standing in front of my big"},{"speaker":"Rory Carruthers","startTime":3327.16,"endTime":3331.63,"body":"screen that's in front of me, so"},{"speaker":"Rory Carruthers","startTime":3327.16,"endTime":3331.63,"body":"that I could do a presentation,"},{"speaker":"Rory Carruthers","startTime":3331.66,"endTime":3334.24,"body":"right. So there's different"},{"speaker":"Rory Carruthers","startTime":3331.66,"endTime":3334.24,"body":"things that you can do even"},{"speaker":"Rory Carruthers","startTime":3334.24,"endTime":3337.24,"body":"within the confines of just one"},{"speaker":"Rory Carruthers","startTime":3334.24,"endTime":3337.24,"body":"room, you can have multiple"},{"speaker":"Rory Carruthers","startTime":3337.24,"endTime":3340.84,"body":"angles and things that you set"},{"speaker":"Rory Carruthers","startTime":3337.24,"endTime":3340.84,"body":"up. You can you can also build"},{"speaker":"Rory Carruthers","startTime":3340.84,"endTime":3343.99,"body":"us what I call like a film"},{"speaker":"Rory Carruthers","startTime":3340.84,"endTime":3343.99,"body":"studio or YouTube studio, if"},{"speaker":"Rory Carruthers","startTime":3343.99,"endTime":3346.96,"body":"you're doing a lot of video,"},{"speaker":"Rory Carruthers","startTime":3343.99,"endTime":3346.96,"body":"where you turn a room that's"},{"speaker":"Rory Carruthers","startTime":3346.96,"endTime":3350.23,"body":"specifically set up to do that,"},{"speaker":"Rory Carruthers","startTime":3346.96,"endTime":3350.23,"body":"where you know, you might have a"},{"speaker":"Rory Carruthers","startTime":3350.23,"endTime":3353.14,"body":"couch or tables and things and"},{"speaker":"Rory Carruthers","startTime":3350.23,"endTime":3353.14,"body":"props that you can move in and"},{"speaker":"Rory Carruthers","startTime":3353.14,"endTime":3356.71,"body":"out. And you're actually like"},{"speaker":"Rory Carruthers","startTime":3353.14,"endTime":3356.71,"body":"designing a little mini set for"},{"speaker":"Rory Carruthers","startTime":3356.71,"endTime":3360.1,"body":"yourself for your business. So"},{"speaker":"Rory Carruthers","startTime":3356.71,"endTime":3360.1,"body":"these are all parts of your"},{"speaker":"Rory Carruthers","startTime":3360.1,"endTime":3363.61,"body":"brand. The thing that makes that"},{"speaker":"Rory Carruthers","startTime":3360.1,"endTime":3363.61,"body":"stand that makes you stand out"},{"speaker":"Rory Carruthers","startTime":3363.61,"endTime":3366.34,"body":"from everyone else is the"},{"speaker":"Rory Carruthers","startTime":3363.61,"endTime":3366.34,"body":"personal aspects of it because"},{"speaker":"Rory Carruthers","startTime":3366.34,"endTime":3371.11,"body":"anyone can have a couch. Anyone"},{"speaker":"Rory Carruthers","startTime":3366.34,"endTime":3371.11,"body":"can have a, you know, a lamp,"},{"speaker":"Rory Carruthers","startTime":3371.56,"endTime":3375.31,"body":"right? But what are the things"},{"speaker":"Rory Carruthers","startTime":3371.56,"endTime":3375.31,"body":"that are unique to you, that"},{"speaker":"Rory Carruthers","startTime":3375.55,"endTime":3379.42,"body":"really work as part of your"},{"speaker":"Rory Carruthers","startTime":3375.55,"endTime":3379.42,"body":"business."},{"speaker":"Dominica Lumazar","startTime":3380.49,"endTime":3382.32,"body":"I really like"},{"speaker":"Dominica Lumazar","startTime":3380.49,"endTime":3382.32,"body":"my lamp that's over here in the"},{"speaker":"Dominica Lumazar","startTime":3382.32,"endTime":3383.13,"body":"corner, so"},{"speaker":"Rory Carruthers","startTime":3383.25,"endTime":3384.54,"body":"no one can see"},{"speaker":"Rory Carruthers","startTime":3383.25,"endTime":3384.54,"body":"it though."},{"speaker":"Dominica Lumazar","startTime":3384.72,"endTime":3385.32,"body":"I know."},{"speaker":"Rory Carruthers","startTime":3387.39,"endTime":3390.21,"body":"If there's"},{"speaker":"Rory Carruthers","startTime":3387.39,"endTime":3390.21,"body":"something that is in your"},{"speaker":"Rory Carruthers","startTime":3390.24,"endTime":3393.48,"body":"environment, that when you're"},{"speaker":"Rory Carruthers","startTime":3390.24,"endTime":3393.48,"body":"doing a sales call when you're"},{"speaker":"Rory Carruthers","startTime":3393.48,"endTime":3397.68,"body":"filming a video that shouldn't"},{"speaker":"Rory Carruthers","startTime":3393.48,"endTime":3397.68,"body":"be there, like pay attention,"},{"speaker":"Rory Carruthers","startTime":3397.71,"endTime":3401.82,"body":"like move it out of the way like"},{"speaker":"Rory Carruthers","startTime":3397.71,"endTime":3401.82,"body":"I had a camera before we were"},{"speaker":"Rory Carruthers","startTime":3401.82,"endTime":3406.47,"body":"shooting that was was up because"},{"speaker":"Rory Carruthers","startTime":3401.82,"endTime":3406.47,"body":"of shooting something else took"},{"speaker":"Rory Carruthers","startTime":3406.47,"endTime":3409.44,"body":"the camera down just because it"},{"speaker":"Rory Carruthers","startTime":3406.47,"endTime":3409.44,"body":"was a little distracting. And it"},{"speaker":"Rory Carruthers","startTime":3409.44,"endTime":3412.41,"body":"was taking away from all the"},{"speaker":"Rory Carruthers","startTime":3409.44,"endTime":3412.41,"body":"Christmasy stuff"},{"speaker":"Dominica Lumazar","startTime":3413.71,"endTime":3417.67,"body":"lulla lulla"},{"speaker":"Dominica Lumazar","startTime":3413.71,"endTime":3417.67,"body":"very Christmassy. I must say"},{"speaker":"Dominica Lumazar","startTime":3417.88,"endTime":3426.7,"body":"this is sad. It is. It is. Well,"},{"speaker":"Dominica Lumazar","startTime":3417.88,"endTime":3426.7,"body":"I hope that you guys have gained"},{"speaker":"Dominica Lumazar","startTime":3427.06,"endTime":3431.35,"body":"value from this episode, because"},{"speaker":"Dominica Lumazar","startTime":3427.06,"endTime":3431.35,"body":"there is so much more we could"},{"speaker":"Dominica Lumazar","startTime":3431.35,"endTime":3435.1,"body":"go into. But for the sake of"},{"speaker":"Dominica Lumazar","startTime":3431.35,"endTime":3435.1,"body":"everyone's sanity, we're gonna"},{"speaker":"Dominica Lumazar","startTime":3435.1,"endTime":3438.82,"body":"cut it here. And if you guys"},{"speaker":"Dominica Lumazar","startTime":3435.1,"endTime":3438.82,"body":"would like more information or"},{"speaker":"Dominica Lumazar","startTime":3438.82,"endTime":3441.64,"body":"have specific questions on"},{"speaker":"Dominica Lumazar","startTime":3438.82,"endTime":3441.64,"body":"branding, you can always email"},{"speaker":"Dominica Lumazar","startTime":3441.64,"endTime":3446.08,"body":"us at Hello at bpbpodcast.com"},{"speaker":"Dominica Lumazar","startTime":3441.64,"endTime":3446.08,"body":"and you can reach out to us on"},{"speaker":"Dominica Lumazar","startTime":3446.11,"endTime":3449.65,"body":"all social media platforms as"},{"speaker":"Dominica Lumazar","startTime":3446.11,"endTime":3449.65,"body":"well. Anything else worry."},{"speaker":"Rory Carruthers","startTime":3450.27,"endTime":3451.86,"body":"Merry"},{"speaker":"Rory Carruthers","startTime":3450.27,"endTime":3451.86,"body":"Christmas,"},{"speaker":"Dominica Lumazar","startTime":3451.89,"endTime":3455.85,"body":"Merry"},{"speaker":"Dominica Lumazar","startTime":3451.89,"endTime":3455.85,"body":"Christmas. We hope you all are"},{"speaker":"Dominica Lumazar","startTime":3455.85,"endTime":3459.9,"body":"wearing your fabulous ugly"},{"speaker":"Dominica Lumazar","startTime":3455.85,"endTime":3459.9,"body":"sweater. And yes, even though"},{"speaker":"Dominica Lumazar","startTime":3459.9,"endTime":3462.48,"body":"this year is a bit different,"},{"speaker":"Dominica Lumazar","startTime":3459.9,"endTime":3462.48,"body":"I'm sure for all of us. You"},{"speaker":"Dominica Lumazar","startTime":3462.48,"endTime":3467.28,"body":"know, we're we're just again,"},{"speaker":"Dominica Lumazar","startTime":3462.48,"endTime":3467.28,"body":"always so so grateful for you"},{"speaker":"Dominica Lumazar","startTime":3467.28,"endTime":3470.64,"body":"taking the time to to spend this"},{"speaker":"Dominica Lumazar","startTime":3467.28,"endTime":3470.64,"body":"time with us and to listen and"},{"speaker":"Dominica Lumazar","startTime":3470.64,"endTime":3475.17,"body":"to offer feedback and leave us"},{"speaker":"Dominica Lumazar","startTime":3470.64,"endTime":3475.17,"body":"reviews. Thank you. Merry"},{"speaker":"Dominica Lumazar","startTime":3475.17,"endTime":3478.44,"body":"Christmas, everybody. We will"},{"speaker":"Dominica Lumazar","startTime":3475.17,"endTime":3478.44,"body":"catch you on the next episode."},{"speaker":"Dominica Lumazar","startTime":3478.53,"endTime":3479.34,"body":"Bye."},{"speaker":"Rory Carruthers","startTime":3480.89,"endTime":3482.72,"body":"Hey, thanks so"},{"speaker":"Rory Carruthers","startTime":3480.89,"endTime":3482.72,"body":"much for listening to the big"},{"speaker":"Rory Carruthers","startTime":3482.72,"endTime":3485.99,"body":"picture business podcast this"},{"speaker":"Rory Carruthers","startTime":3482.72,"endTime":3485.99,"body":"week. On the next episode, we're"},{"speaker":"Rory Carruthers","startTime":3485.99,"endTime":3489.02,"body":"showing you how to start an"},{"speaker":"Rory Carruthers","startTime":3485.99,"endTime":3489.02,"body":"online business. We're giving"},{"speaker":"Rory Carruthers","startTime":3489.02,"endTime":3492.62,"body":"you everything you need to know"},{"speaker":"Rory Carruthers","startTime":3489.02,"endTime":3492.62,"body":"such as how to make money doing"},{"speaker":"Rory Carruthers","startTime":3492.62,"endTime":3496.28,"body":"what you love, how to get"},{"speaker":"Rory Carruthers","startTime":3492.62,"endTime":3496.28,"body":"started with no website, how to"},{"speaker":"Rory Carruthers","startTime":3496.28,"endTime":3498.56,"body":"set yourself up from the"},{"speaker":"Rory Carruthers","startTime":3496.28,"endTime":3498.56,"body":"beginning to earn passive"},{"speaker":"Rory Carruthers","startTime":3498.56,"endTime":3502.4,"body":"income. And we even do a step by"},{"speaker":"Rory Carruthers","startTime":3498.56,"endTime":3502.4,"body":"step of how to start affiliate"},{"speaker":"Rory Carruthers","startTime":3502.4,"endTime":3505.97,"body":"marketing so that you can get"},{"speaker":"Rory Carruthers","startTime":3502.4,"endTime":3505.97,"body":"money coming in. Even if you"},{"speaker":"Rory Carruthers","startTime":3505.97,"endTime":3509.78,"body":"don't have a product or service"},{"speaker":"Rory Carruthers","startTime":3505.97,"endTime":3509.78,"body":"in the beginning. New episodes"},{"speaker":"Rory Carruthers","startTime":3509.78,"endTime":3512.93,"body":"are released every Tuesday. You"},{"speaker":"Rory Carruthers","startTime":3509.78,"endTime":3512.93,"body":"can subscribe wherever you get"},{"speaker":"Rory Carruthers","startTime":3512.93,"endTime":3518.27,"body":"your podcasts. You can also find"},{"speaker":"Rory Carruthers","startTime":3512.93,"endTime":3518.27,"body":"us online at BPBpodcast.com. And"},{"speaker":"Rory Carruthers","startTime":3518.27,"endTime":3523.25,"body":"we have the full video episodes"},{"speaker":"Rory Carruthers","startTime":3518.27,"endTime":3523.25,"body":"up on the BPB podcast YouTube"},{"speaker":"Rory Carruthers","startTime":3523.25,"endTime":3525.65,"body":"channel. So check them out."},{"speaker":"Rory Carruthers","startTime":3523.25,"endTime":3525.65,"body":"Alright, see you in the next"},{"speaker":"Rory Carruthers","startTime":3525.65,"endTime":3525.83,"body":"one."}]}