{"version":"1.0.0","segments":[{"speaker":"Andrew Maff","startTime":3.0,"endTime":5.64,"body":"You have to invest"},{"speaker":"Andrew Maff","startTime":3.0,"endTime":5.64,"body":"in really good creative that is"},{"speaker":"Andrew Maff","startTime":5.64,"endTime":8.76,"body":"very specific to the audience"},{"speaker":"Andrew Maff","startTime":5.64,"endTime":8.76,"body":"and very specific with the"},{"speaker":"Andrew Maff","startTime":8.76,"endTime":9.18,"body":"messaging."},{"speaker":"Narrator","startTime":9.42,"endTime":12.48,"body":"Welcome to the E comm"},{"speaker":"Narrator","startTime":9.42,"endTime":12.48,"body":"Show podcast. I am your host."},{"speaker":"Narrator","startTime":12.48,"endTime":15.18,"body":"Andrew Maff, owner and founder"},{"speaker":"Narrator","startTime":12.48,"endTime":15.18,"body":"of BlueTusker, from"},{"speaker":"Narrator","startTime":15.18,"endTime":17.94,"body":"groundbreaking industry updates"},{"speaker":"Narrator","startTime":15.18,"endTime":17.94,"body":"to success stories and"},{"speaker":"Narrator","startTime":17.94,"endTime":20.58,"body":"strategies. Get to know the ins"},{"speaker":"Narrator","startTime":17.94,"endTime":20.58,"body":"and outs of the E-Commerce"},{"speaker":"Narrator","startTime":20.58,"endTime":23.64,"body":"Industry, from top leaders in"},{"speaker":"Narrator","startTime":20.58,"endTime":23.64,"body":"the space. Let's get into it!"},{"speaker":"Andrew Maff","startTime":23.985,"endTime":27.225,"body":"Hello everyone, and"},{"speaker":"Andrew Maff","startTime":23.985,"endTime":27.225,"body":"welcome to another episode of"},{"speaker":"Andrew Maff","startTime":27.225,"endTime":30.525,"body":"the E commerce show as usual."},{"speaker":"Andrew Maff","startTime":27.225,"endTime":30.525,"body":"I'm your host, Andrew Maff, and"},{"speaker":"Andrew Maff","startTime":30.525,"endTime":35.865,"body":"today run solo again, because"},{"speaker":"Andrew Maff","startTime":30.525,"endTime":35.865,"body":"I've got a lot of conferences"},{"speaker":"Andrew Maff","startTime":35.865,"endTime":38.865,"body":"and stuff coming up. So I wasn't"},{"speaker":"Andrew Maff","startTime":35.865,"endTime":38.865,"body":"able to get a ton of interviews"},{"speaker":"Andrew Maff","startTime":38.865,"endTime":43.425,"body":"in. So I needed to get some some"},{"speaker":"Andrew Maff","startTime":38.865,"endTime":43.425,"body":"done, and I had some stuff I"},{"speaker":"Andrew Maff","startTime":43.425,"endTime":44.265,"body":"wanted to talk about."},{"speaker":"Andrew Maff","startTime":45.26,"endTime":50.18,"body":"So today I want to talk about"},{"speaker":"Andrew Maff","startTime":45.26,"endTime":50.18,"body":"creative and how basically"},{"speaker":"Andrew Maff","startTime":50.18,"endTime":54.32,"body":"creative is the new targeting"},{"speaker":"Andrew Maff","startTime":50.18,"endTime":54.32,"body":"right? Advertising has changed"},{"speaker":"Andrew Maff","startTime":54.74,"endTime":60.86,"body":"so much in the past, like five"},{"speaker":"Andrew Maff","startTime":54.74,"endTime":60.86,"body":"years. It's it's basically how,"},{"speaker":"Andrew Maff","startTime":61.88,"endTime":66.32,"body":"what I kind of wanted to what I"},{"speaker":"Andrew Maff","startTime":61.88,"endTime":66.32,"body":"basically wanted to be more"},{"speaker":"Andrew Maff","startTime":66.32,"endTime":73.145,"body":"specific about today, Meta,"},{"speaker":"Andrew Maff","startTime":66.32,"endTime":73.145,"body":"Tiktok, specifically, both of"},{"speaker":"Andrew Maff","startTime":73.145,"endTime":78.545,"body":"those platforms, mainly, are the"},{"speaker":"Andrew Maff","startTime":73.145,"endTime":78.545,"body":"ones that are kind of the brunt"},{"speaker":"Andrew Maff","startTime":78.545,"endTime":88.865,"body":"of this. But the i But the lack"},{"speaker":"Andrew Maff","startTime":78.545,"endTime":88.865,"body":"of, the lack of investment into"},{"speaker":"Andrew Maff","startTime":88.865,"endTime":93.125,"body":"creative is weird, like I almost"},{"speaker":"Andrew Maff","startTime":88.865,"endTime":93.125,"body":"don't even understand it, like"},{"speaker":"Andrew Maff","startTime":93.17,"endTime":98.03,"body":"the the the poor amount of"},{"speaker":"Andrew Maff","startTime":93.17,"endTime":98.03,"body":"creative that brands are willing"},{"speaker":"Andrew Maff","startTime":98.03,"endTime":101.63,"body":"to invest in. It's just, I don't"},{"speaker":"Andrew Maff","startTime":98.03,"endTime":101.63,"body":"know this is gonna be more of"},{"speaker":"Andrew Maff","startTime":101.63,"endTime":104.15,"body":"like a giant question for me,"},{"speaker":"Andrew Maff","startTime":101.63,"endTime":104.15,"body":"and then, of course, as usual,"},{"speaker":"Andrew Maff","startTime":104.15,"endTime":106.91,"body":"it's probably gonna turn to a"},{"speaker":"Andrew Maff","startTime":104.15,"endTime":106.91,"body":"venting session. And I know it's"},{"speaker":"Andrew Maff","startTime":106.91,"endTime":110.87,"body":"cashflow and things like that. I"},{"speaker":"Andrew Maff","startTime":106.91,"endTime":110.87,"body":"think that brands have to"},{"speaker":"Andrew Maff","startTime":110.93,"endTime":118.775,"body":"develop a mind shift, because"},{"speaker":"Andrew Maff","startTime":110.93,"endTime":118.775,"body":"five years ago, maybe even a"},{"speaker":"Andrew Maff","startTime":118.775,"endTime":122.735,"body":"little bit more, you know, you"},{"speaker":"Andrew Maff","startTime":118.775,"endTime":122.735,"body":"could pretty much say, like,"},{"speaker":"Andrew Maff","startTime":122.735,"endTime":126.215,"body":"Hey, I spent this dollar and it"},{"speaker":"Andrew Maff","startTime":122.735,"endTime":126.215,"body":"went towards this much revenue."},{"speaker":"Andrew Maff","startTime":126.215,"endTime":130.415,"body":"Like it was so it was so"},{"speaker":"Andrew Maff","startTime":126.215,"endTime":130.415,"body":"granular, you could see every"},{"speaker":"Andrew Maff","startTime":130.415,"endTime":131.015,"body":"little thing."},{"speaker":"Andrew Maff","startTime":131.495,"endTime":134.795,"body":"Well, covid hits, and it just"},{"speaker":"Andrew Maff","startTime":131.495,"endTime":134.795,"body":"changes everything, right? Like"},{"speaker":"Andrew Maff","startTime":134.795,"endTime":136.82,"body":"we, we were kind of in a heyday,"},{"speaker":"Andrew Maff","startTime":134.795,"endTime":136.82,"body":"because everyone was crushing"},{"speaker":"Andrew Maff","startTime":136.82,"endTime":140.66,"body":"it, because everyone was at home"},{"speaker":"Andrew Maff","startTime":136.82,"endTime":140.66,"body":"and shopping. But the problem"},{"speaker":"Andrew Maff","startTime":140.66,"endTime":147.32,"body":"was, is that the user became"},{"speaker":"Andrew Maff","startTime":140.66,"endTime":147.32,"body":"like they evolved. Their online"},{"speaker":"Andrew Maff","startTime":147.38,"endTime":153.02,"body":"shopping capabilities evolved so"},{"speaker":"Andrew Maff","startTime":147.38,"endTime":153.02,"body":"fast that we took, like, a good"},{"speaker":"Andrew Maff","startTime":153.02,"endTime":156.14,"body":"five year jump into the future,"},{"speaker":"Andrew Maff","startTime":153.02,"endTime":156.14,"body":"and a lot of brands were not"},{"speaker":"Andrew Maff","startTime":156.14,"endTime":160.16,"body":"ready for it. Basically what it"},{"speaker":"Andrew Maff","startTime":156.14,"endTime":160.16,"body":"means like so many users became"},{"speaker":"Andrew Maff","startTime":160.82,"endTime":165.065,"body":"like professional shoppers, like"},{"speaker":"Andrew Maff","startTime":160.82,"endTime":165.065,"body":"they knew where to get the"},{"speaker":"Andrew Maff","startTime":165.065,"endTime":167.945,"body":"discounts. They knew if they"},{"speaker":"Andrew Maff","startTime":165.065,"endTime":167.945,"body":"found you on Tiktok. Let's also"},{"speaker":"Andrew Maff","startTime":167.945,"endTime":170.345,"body":"look at their Instagram and"},{"speaker":"Andrew Maff","startTime":167.945,"endTime":170.345,"body":"their Facebook. Let's look at"},{"speaker":"Andrew Maff","startTime":170.345,"endTime":172.625,"body":"their Amazon. Let's look at"},{"speaker":"Andrew Maff","startTime":170.345,"endTime":172.625,"body":"their website. Let's make sure"},{"speaker":"Andrew Maff","startTime":172.625,"endTime":176.525,"body":"this isn't a scam. I think the"},{"speaker":"Andrew Maff","startTime":172.625,"endTime":176.525,"body":"US is like one of the top"},{"speaker":"Andrew Maff","startTime":176.705,"endTime":181.085,"body":"countries that's just constantly"},{"speaker":"Andrew Maff","startTime":176.705,"endTime":181.085,"body":"dealing with scams, and so the"},{"speaker":"Andrew Maff","startTime":181.085,"endTime":183.59,"body":"users are, like, on the lookout"},{"speaker":"Andrew Maff","startTime":181.085,"endTime":183.59,"body":"for it, so they do their own due"},{"speaker":"Andrew Maff","startTime":183.59,"endTime":187.25,"body":"diligence. And so they they're"},{"speaker":"Andrew Maff","startTime":183.59,"endTime":187.25,"body":"constantly looking around. And"},{"speaker":"Andrew Maff","startTime":187.25,"endTime":194.09,"body":"so what ends up happening is you"},{"speaker":"Andrew Maff","startTime":187.25,"endTime":194.09,"body":"can't track everything as well"},{"speaker":"Andrew Maff","startTime":194.09,"endTime":196.43,"body":"as you used to, because"},{"speaker":"Andrew Maff","startTime":194.09,"endTime":196.43,"body":"attribution is not what it once"},{"speaker":"Andrew Maff","startTime":196.43,"endTime":198.95,"body":"was, right? And then you have"},{"speaker":"Andrew Maff","startTime":196.43,"endTime":198.95,"body":"platforms in marketplaces like"},{"speaker":"Andrew Maff","startTime":198.95,"endTime":202.85,"body":"Amazon where they don't share"},{"speaker":"Andrew Maff","startTime":198.95,"endTime":202.85,"body":"any of their data, so you you"},{"speaker":"Andrew Maff","startTime":202.85,"endTime":206.315,"body":"don't own any of it, so you have"},{"speaker":"Andrew Maff","startTime":202.85,"endTime":206.315,"body":"no idea how much traffic you may"},{"speaker":"Andrew Maff","startTime":206.315,"endTime":209.375,"body":"be driving to Amazon from"},{"speaker":"Andrew Maff","startTime":206.315,"endTime":209.375,"body":"anywhere else, right?"},{"speaker":"Andrew Maff","startTime":210.08,"endTime":218.12,"body":"So the problem becomes we were"},{"speaker":"Andrew Maff","startTime":210.08,"endTime":218.12,"body":"so used to spending money on"},{"speaker":"Andrew Maff","startTime":218.12,"endTime":222.08,"body":"certain things and being able to"},{"speaker":"Andrew Maff","startTime":218.12,"endTime":222.08,"body":"see exactly what the return is"},{"speaker":"Andrew Maff","startTime":222.08,"endTime":226.52,"body":"that I feel that brands need a"},{"speaker":"Andrew Maff","startTime":222.08,"endTime":226.52,"body":"mind change. Need, like, a mind"},{"speaker":"Andrew Maff","startTime":226.52,"endTime":230.9,"body":"shift, to basically get more"},{"speaker":"Andrew Maff","startTime":226.52,"endTime":230.9,"body":"comfortable with the fact that"},{"speaker":"Andrew Maff","startTime":230.9,"endTime":234.545,"body":"that's not going to be the case,"},{"speaker":"Andrew Maff","startTime":230.9,"endTime":234.545,"body":"and you need to act a little bit"},{"speaker":"Andrew Maff","startTime":234.545,"endTime":236.945,"body":"more like, you know, businesses"},{"speaker":"Andrew Maff","startTime":234.545,"endTime":236.945,"body":"back in the day. And I"},{"speaker":"Andrew Maff","startTime":236.945,"endTime":240.665,"body":"literally, I just talked about"},{"speaker":"Andrew Maff","startTime":236.945,"endTime":240.665,"body":"this on another episode too, of"},{"speaker":"Andrew Maff","startTime":240.665,"endTime":242.825,"body":"like, you know, digital"},{"speaker":"Andrew Maff","startTime":240.665,"endTime":242.825,"body":"marketing is a lot more like"},{"speaker":"Andrew Maff","startTime":242.825,"endTime":247.025,"body":"traditional marketing now. My"},{"speaker":"Andrew Maff","startTime":242.825,"endTime":247.025,"body":"favorite example is if you watch"},{"speaker":"Andrew Maff","startTime":247.025,"endTime":251.105,"body":"Mad Men, like, none of those"},{"speaker":"Andrew Maff","startTime":247.025,"endTime":251.105,"body":"guys ever turn around and say to"},{"speaker":"Andrew Maff","startTime":251.105,"endTime":254.105,"body":"the agency, like, Hey, can you"},{"speaker":"Andrew Maff","startTime":251.105,"endTime":254.105,"body":"tell me the ROI of a billboard?"},{"speaker":"Andrew Maff","startTime":254.105,"endTime":258.83,"body":"Like, that's not possible. And"},{"speaker":"Andrew Maff","startTime":254.105,"endTime":258.83,"body":"so it was just, this is our"},{"speaker":"Andrew Maff","startTime":258.89,"endTime":263.87,"body":"budget for marketing for the"},{"speaker":"Andrew Maff","startTime":258.89,"endTime":263.87,"body":"year, and please do what you can"},{"speaker":"Andrew Maff","startTime":263.93,"endTime":267.83,"body":"to get as much eyes and as much"},{"speaker":"Andrew Maff","startTime":263.93,"endTime":267.83,"body":"sales as possible, right? And"},{"speaker":"Andrew Maff","startTime":267.83,"endTime":272.03,"body":"that was it. That's that's where"},{"speaker":"Andrew Maff","startTime":267.83,"endTime":272.03,"body":"digital is going. And so because"},{"speaker":"Andrew Maff","startTime":272.03,"endTime":275.81,"body":"of that, brands are fighting it,"},{"speaker":"Andrew Maff","startTime":272.03,"endTime":275.81,"body":"and the ones that are fighting"},{"speaker":"Andrew Maff","startTime":275.81,"endTime":279.575,"body":"it are going to drive themselves"},{"speaker":"Andrew Maff","startTime":275.81,"endTime":279.575,"body":"crazy trying to figure out every"},{"speaker":"Andrew Maff","startTime":279.575,"endTime":283.175,"body":"little dollar return that they"},{"speaker":"Andrew Maff","startTime":279.575,"endTime":283.175,"body":"think they're going to get, and"},{"speaker":"Andrew Maff","startTime":283.175,"endTime":287.915,"body":"because of that, it's causing a"},{"speaker":"Andrew Maff","startTime":283.175,"endTime":287.915,"body":"severe lack in investment into"},{"speaker":"Andrew Maff","startTime":288.035,"endTime":293.915,"body":"creative and because there's no"},{"speaker":"Andrew Maff","startTime":288.035,"endTime":293.915,"body":"ROI to it, like not that you can"},{"speaker":"Andrew Maff","startTime":293.915,"endTime":294.935,"body":"tell, right?"},{"speaker":"Andrew Maff","startTime":295.415,"endTime":301.775,"body":"So for example, let's say. You"},{"speaker":"Andrew Maff","startTime":295.415,"endTime":301.775,"body":"invested a ton of money into"},{"speaker":"Andrew Maff","startTime":301.775,"endTime":307.04,"body":"UGC, so user generated content."},{"speaker":"Andrew Maff","startTime":301.775,"endTime":307.04,"body":"You pay a bunch of creators to"},{"speaker":"Andrew Maff","startTime":307.04,"endTime":311.18,"body":"make you a bunch of content, and"},{"speaker":"Andrew Maff","startTime":307.04,"endTime":311.18,"body":"you drop, you know, 1000s of"},{"speaker":"Andrew Maff","startTime":311.18,"endTime":313.88,"body":"dollars one month, you probably"},{"speaker":"Andrew Maff","startTime":311.18,"endTime":313.88,"body":"get, I would hope, like,"},{"speaker":"Andrew Maff","startTime":313.88,"endTime":318.32,"body":"hundreds of videos out of it,"},{"speaker":"Andrew Maff","startTime":313.88,"endTime":318.32,"body":"and you start to put out the the"},{"speaker":"Andrew Maff","startTime":318.32,"endTime":322.76,"body":"videos, and then, you know,"},{"speaker":"Andrew Maff","startTime":318.32,"endTime":322.76,"body":"handful of them do well through,"},{"speaker":"Andrew Maff","startTime":322.76,"endTime":326.705,"body":"let's say social, traditional"},{"speaker":"Andrew Maff","startTime":322.76,"endTime":326.705,"body":"social, you revamp them and use"},{"speaker":"Andrew Maff","startTime":326.705,"endTime":331.865,"body":"them as advertising. Then those"},{"speaker":"Andrew Maff","startTime":326.705,"endTime":331.865,"body":"ads, you know, operate at a semi"},{"speaker":"Andrew Maff","startTime":331.865,"endTime":337.205,"body":"tolerable return cool. The"},{"speaker":"Andrew Maff","startTime":331.865,"endTime":337.205,"body":"problem is, is that you will now"},{"speaker":"Andrew Maff","startTime":337.205,"endTime":342.545,"body":"look at how much did all of"},{"speaker":"Andrew Maff","startTime":337.205,"endTime":342.545,"body":"those videos cost me. How much"},{"speaker":"Andrew Maff","startTime":342.605,"endTime":345.245,"body":"money did I spend on the ads?"},{"speaker":"Andrew Maff","startTime":342.605,"endTime":345.245,"body":"How much time did all this take"},{"speaker":"Andrew Maff","startTime":345.245,"endTime":347.69,"body":"me? How much did, like, probably"},{"speaker":"Andrew Maff","startTime":345.245,"endTime":347.69,"body":"some management fee or whatever,"},{"speaker":"Andrew Maff","startTime":347.69,"endTime":351.83,"body":"take me. And then you look at"},{"speaker":"Andrew Maff","startTime":347.69,"endTime":351.83,"body":"it, you go, it's just, it's just"},{"speaker":"Andrew Maff","startTime":351.83,"endTime":355.55,"body":"spending too much. And so then"},{"speaker":"Andrew Maff","startTime":351.83,"endTime":355.55,"body":"they stop investing so much in"},{"speaker":"Andrew Maff","startTime":355.55,"endTime":359.57,"body":"creative. It's such a huge"},{"speaker":"Andrew Maff","startTime":355.55,"endTime":359.57,"body":"mistake. It's ridiculous."},{"speaker":"Andrew Maff","startTime":360.2,"endTime":364.64,"body":"First of all, Tiktok and meta,"},{"speaker":"Andrew Maff","startTime":360.2,"endTime":364.64,"body":"especially over the past, like,"},{"speaker":"Andrew Maff","startTime":366.8,"endTime":368.96,"body":"I think, like three or four"},{"speaker":"Andrew Maff","startTime":366.8,"endTime":368.96,"body":"years, I can't remember when it"},{"speaker":"Andrew Maff","startTime":369.5,"endTime":374.6,"body":"actually happened, but they"},{"speaker":"Andrew Maff","startTime":369.5,"endTime":374.6,"body":"basically became so algorithm"},{"speaker":"Andrew Maff","startTime":374.6,"endTime":378.62,"body":"heavy, so algorithm heavy. And"},{"speaker":"Andrew Maff","startTime":374.6,"endTime":378.62,"body":"these algorithms, especially"},{"speaker":"Andrew Maff","startTime":378.62,"endTime":382.88,"body":"with AI I'm imagining, have"},{"speaker":"Andrew Maff","startTime":378.62,"endTime":382.88,"body":"trained themselves to get so"},{"speaker":"Andrew Maff","startTime":382.88,"endTime":386.825,"body":"good, like, I literally will"},{"speaker":"Andrew Maff","startTime":382.88,"endTime":386.825,"body":"look at one product on a"},{"speaker":"Andrew Maff","startTime":386.825,"endTime":390.425,"body":"website, and then every single"},{"speaker":"Andrew Maff","startTime":386.825,"endTime":390.425,"body":"one of their competitors I will"},{"speaker":"Andrew Maff","startTime":390.425,"endTime":393.785,"body":"start seeing on Instagram right"},{"speaker":"Andrew Maff","startTime":390.425,"endTime":393.785,"body":"like, it's just the algorithms"},{"speaker":"Andrew Maff","startTime":393.785,"endTime":396.725,"body":"have gotten so good at knowing"},{"speaker":"Andrew Maff","startTime":393.785,"endTime":396.725,"body":"exactly who to get in front of."},{"speaker":"Andrew Maff","startTime":397.205,"endTime":404.225,"body":"And really, that means that the"},{"speaker":"Andrew Maff","startTime":397.205,"endTime":404.225,"body":"targeting side, to a certain"},{"speaker":"Andrew Maff","startTime":404.225,"endTime":407.51,"body":"extent, is not really that"},{"speaker":"Andrew Maff","startTime":404.225,"endTime":407.51,"body":"necessary, especially top of"},{"speaker":"Andrew Maff","startTime":407.51,"endTime":409.91,"body":"funnel, right, like you're"},{"speaker":"Andrew Maff","startTime":407.51,"endTime":409.91,"body":"retargeting, you kind of want"},{"speaker":"Andrew Maff","startTime":409.91,"endTime":412.97,"body":"to, you kind of want to develop"},{"speaker":"Andrew Maff","startTime":409.91,"endTime":412.97,"body":"that funnel strategy where you"},{"speaker":"Andrew Maff","startTime":412.97,"endTime":415.55,"body":"have certain messaging, if they,"},{"speaker":"Andrew Maff","startTime":412.97,"endTime":415.55,"body":"like, just visited your website"},{"speaker":"Andrew Maff","startTime":415.55,"endTime":418.67,"body":"and haven't converted. Then if"},{"speaker":"Andrew Maff","startTime":415.55,"endTime":418.67,"body":"they got to, like, check out or"},{"speaker":"Andrew Maff","startTime":418.67,"endTime":421.37,"body":"cart, you know, you might want"},{"speaker":"Andrew Maff","startTime":418.67,"endTime":421.37,"body":"to show them something else."},{"speaker":"Andrew Maff","startTime":421.37,"endTime":423.71,"body":"Some of you know, some brands"},{"speaker":"Andrew Maff","startTime":421.37,"endTime":423.71,"body":"that they have like a B to B"},{"speaker":"Andrew Maff","startTime":423.71,"endTime":426.47,"body":"element to them, and maybe it's"},{"speaker":"Andrew Maff","startTime":423.71,"endTime":426.47,"body":"like a, you know, there's like,"},{"speaker":"Andrew Maff","startTime":426.47,"endTime":427.927,"body":"filling out a form for"},{"speaker":"Andrew Maff","startTime":426.47,"endTime":427.927,"body":"something, then maybe you want"},{"speaker":"Andrew Maff","startTime":427.927,"endTime":430.535,"body":"to show them testimonials while"},{"speaker":"Andrew Maff","startTime":427.927,"endTime":430.535,"body":"they're still kind of a warm"},{"speaker":"Andrew Maff","startTime":430.535,"endTime":433.835,"body":"lead or whatever. So, like,"},{"speaker":"Andrew Maff","startTime":430.535,"endTime":433.835,"body":"there's different situations for"},{"speaker":"Andrew Maff","startTime":433.835,"endTime":438.935,"body":"middle of funnel, but for top of"},{"speaker":"Andrew Maff","startTime":433.835,"endTime":438.935,"body":"funnel, you know, the content in"},{"speaker":"Andrew Maff","startTime":438.935,"endTime":444.335,"body":"itself will become the targeting"},{"speaker":"Andrew Maff","startTime":438.935,"endTime":444.335,"body":"like if you create a video,"},{"speaker":"Andrew Maff","startTime":445.115,"endTime":450.875,"body":"let's say I always, I always try"},{"speaker":"Andrew Maff","startTime":445.115,"endTime":450.875,"body":"to do examples to kind of paint"},{"speaker":"Andrew Maff","startTime":450.875,"endTime":454.04,"body":"the picture more, and then I"},{"speaker":"Andrew Maff","startTime":450.875,"endTime":454.04,"body":"just draw a huge blank on how I"},{"speaker":"Narrator","startTime":454.0,"endTime":456.88,"body":"Is your E commerce"},{"speaker":"Narrator","startTime":454.0,"endTime":456.88,"body":"business experiencing falling"},{"speaker":"Narrator","startTime":454.04,"endTime":454.58,"body":"can do it."},{"speaker":"Narrator","startTime":456.88,"endTime":460.12,"body":"revenue? Bluetusker has helped"},{"speaker":"Narrator","startTime":456.88,"endTime":460.12,"body":"many brands like yours excel."},{"speaker":"Narrator","startTime":460.24,"endTime":463.42,"body":"Unlike other marketing partners,"},{"speaker":"Narrator","startTime":460.24,"endTime":463.42,"body":"bluetusker leverages a team of"},{"speaker":"Narrator","startTime":463.42,"endTime":467.02,"body":"specialists to ensure every"},{"speaker":"Narrator","startTime":463.42,"endTime":467.02,"body":"strategy is created and executed"},{"speaker":"Narrator","startTime":467.02,"endTime":470.02,"body":"toward your business growth. As"},{"speaker":"Narrator","startTime":467.02,"endTime":470.02,"body":"an extension of your marketing"},{"speaker":"Narrator","startTime":470.02,"endTime":472.96,"body":"team, Bluetusker prides itself"},{"speaker":"Narrator","startTime":470.02,"endTime":472.96,"body":"on helping to fill in the gaps"},{"speaker":"Narrator","startTime":472.96,"endTime":476.14,"body":"and develop strong omnichannel"},{"speaker":"Narrator","startTime":472.96,"endTime":476.14,"body":"strategies to diversify your"},{"speaker":"Narrator","startTime":476.14,"endTime":478.825,"body":"business from the rest. Ready to"},{"speaker":"Narrator","startTime":476.14,"endTime":478.825,"body":"scale your marketing"},{"speaker":"Narrator","startTime":478.825,"endTime":482.485,"body":"initiatives? Visit their"},{"speaker":"Narrator","startTime":478.825,"endTime":482.485,"body":"website. Bluetusker.com, that's"},{"speaker":"Narrator","startTime":482.485,"endTime":486.085,"body":"B, l, u, e, t, u, s, k, r.com,"},{"speaker":"Andrew Maff","startTime":486.0,"endTime":491.58,"body":"Let's do an easy"},{"speaker":"Andrew Maff","startTime":486.0,"endTime":491.58,"body":"one. Let's say you sell football"},{"speaker":"Andrew Maff","startTime":491.58,"endTime":497.76,"body":"jerseys, right, NFL jerseys, and"},{"speaker":"Andrew Maff","startTime":491.58,"endTime":497.76,"body":"you create an ad with Pittsburgh"},{"speaker":"Andrew Maff","startTime":497.76,"endTime":504.96,"body":"Steelers stuff, and you run that"},{"speaker":"Andrew Maff","startTime":497.76,"endTime":504.96,"body":"ad promoting that you sell a ton"},{"speaker":"Andrew Maff","startTime":504.96,"endTime":507.84,"body":"of jerseys, like you sell all"},{"speaker":"Andrew Maff","startTime":504.96,"endTime":507.84,"body":"the jerseys, right? But your ad"},{"speaker":"Andrew Maff","startTime":507.9,"endTime":511.02,"body":"only has Pittsburgh Steelers"},{"speaker":"Andrew Maff","startTime":507.9,"endTime":511.02,"body":"stuff in it. What's going to"},{"speaker":"Andrew Maff","startTime":511.02,"endTime":517.305,"body":"happen is those algorithms are"},{"speaker":"Andrew Maff","startTime":511.02,"endTime":517.305,"body":"going to pretty quickly cater to"},{"speaker":"Andrew Maff","startTime":517.665,"endTime":520.425,"body":"people that are showing more"},{"speaker":"Andrew Maff","startTime":517.665,"endTime":520.425,"body":"interest, which is going to be"},{"speaker":"Andrew Maff","startTime":520.425,"endTime":522.825,"body":"mostly people that are"},{"speaker":"Andrew Maff","startTime":520.425,"endTime":522.825,"body":"Pittsburgh Steelers fans. And so"},{"speaker":"Andrew Maff","startTime":522.825,"endTime":525.345,"body":"after you've run that ad for a"},{"speaker":"Andrew Maff","startTime":522.825,"endTime":525.345,"body":"little bit, that's going to only"},{"speaker":"Andrew Maff","startTime":525.345,"endTime":528.825,"body":"go to Steelers fans, right? So"},{"speaker":"Andrew Maff","startTime":525.345,"endTime":528.825,"body":"if you make another ad with a"},{"speaker":"Andrew Maff","startTime":528.825,"endTime":531.285,"body":"slightly different audience, so"},{"speaker":"Andrew Maff","startTime":528.825,"endTime":531.285,"body":"now all of a sudden, you're"},{"speaker":"Andrew Maff","startTime":531.285,"endTime":535.17,"body":"throwing in the garbage Cowboys,"},{"speaker":"Andrew Maff","startTime":531.285,"endTime":535.17,"body":"then all of a sudden you're"},{"speaker":"Andrew Maff","startTime":535.17,"endTime":538.05,"body":"going to start seeing those, all"},{"speaker":"Andrew Maff","startTime":535.17,"endTime":538.05,"body":"those ads are gonna go to"},{"speaker":"Andrew Maff","startTime":538.05,"endTime":539.79,"body":"Cowboys fans."},{"speaker":"Andrew Maff","startTime":539.91,"endTime":543.15,"body":"It's similar with other stuff,"},{"speaker":"Andrew Maff","startTime":539.91,"endTime":543.15,"body":"right? Like, if you have a"},{"speaker":"Andrew Maff","startTime":543.15,"endTime":546.09,"body":"certain product that you know,"},{"speaker":"Andrew Maff","startTime":543.15,"endTime":546.09,"body":"there's a certain messaging you"},{"speaker":"Andrew Maff","startTime":546.09,"endTime":548.07,"body":"need for a male audience,"},{"speaker":"Andrew Maff","startTime":546.09,"endTime":548.07,"body":"there's certain messages you"},{"speaker":"Andrew Maff","startTime":548.07,"endTime":550.29,"body":"need for a female audience."},{"speaker":"Andrew Maff","startTime":548.07,"endTime":550.29,"body":"Well, if you launch it as a male"},{"speaker":"Andrew Maff","startTime":550.29,"endTime":552.63,"body":"audience, if you launch it just"},{"speaker":"Andrew Maff","startTime":550.29,"endTime":552.63,"body":"a complete like, let's say, on"},{"speaker":"Andrew Maff","startTime":552.63,"endTime":555.057,"body":"Meta as an advantage, plus, you"},{"speaker":"Andrew Maff","startTime":552.63,"endTime":555.057,"body":"don't really have to do much,"},{"speaker":"Andrew Maff","startTime":555.057,"endTime":558.315,"body":"it's going to start to cater to"},{"speaker":"Andrew Maff","startTime":555.057,"endTime":558.315,"body":"a male audience, and that's"},{"speaker":"Andrew Maff","startTime":558.315,"endTime":562.755,"body":"because the content and the"},{"speaker":"Andrew Maff","startTime":558.315,"endTime":562.755,"body":"creative is engaging that"},{"speaker":"Andrew Maff","startTime":562.755,"endTime":566.055,"body":"audience, and so the algorithm"},{"speaker":"Andrew Maff","startTime":562.755,"endTime":566.055,"body":"is forcing to go that way. So"},{"speaker":"Andrew Maff","startTime":566.055,"endTime":570.795,"body":"the targeting is not, it's not"},{"speaker":"Andrew Maff","startTime":566.055,"endTime":570.795,"body":"what it once was. It's not you"},{"speaker":"Andrew Maff","startTime":570.795,"endTime":573.615,"body":"can still force it. You can,"},{"speaker":"Andrew Maff","startTime":570.795,"endTime":573.615,"body":"especially if you're still"},{"speaker":"Andrew Maff","startTime":573.615,"endTime":575.955,"body":"starting off. Sometimes the"},{"speaker":"Andrew Maff","startTime":573.615,"endTime":575.955,"body":"targeting can work really well."},{"speaker":"Andrew Maff","startTime":575.955,"endTime":577.995,"body":"You use, like, interest based"},{"speaker":"Andrew Maff","startTime":575.955,"endTime":577.995,"body":"audiences, or, you know,"},{"speaker":"Andrew Maff","startTime":577.995,"endTime":583.14,"body":"lookalikes are kind of hit or"},{"speaker":"Andrew Maff","startTime":577.995,"endTime":583.14,"body":"miss now. But the the algorithms"},{"speaker":"Andrew Maff","startTime":583.14,"endTime":585.84,"body":"are so good at just finding the"},{"speaker":"Andrew Maff","startTime":583.14,"endTime":585.84,"body":"right people that you don't"},{"speaker":"Andrew Maff","startTime":585.84,"endTime":589.68,"body":"really need to do that as much"},{"speaker":"Andrew Maff","startTime":585.84,"endTime":589.68,"body":"anymore. What you do need to do"},{"speaker":"Andrew Maff","startTime":589.74,"endTime":592.74,"body":"is you have to invest in really"},{"speaker":"Andrew Maff","startTime":589.74,"endTime":592.74,"body":"good creative that is very"},{"speaker":"Andrew Maff","startTime":592.74,"endTime":595.62,"body":"specific to the audience and"},{"speaker":"Andrew Maff","startTime":592.74,"endTime":595.62,"body":"very specific with the"},{"speaker":"Andrew Maff","startTime":595.62,"endTime":600.36,"body":"messaging, because that's going"},{"speaker":"Andrew Maff","startTime":595.62,"endTime":600.36,"body":"to be what leads the algorithm,"},{"speaker":"Andrew Maff","startTime":600.42,"endTime":600.78,"body":"right?"},{"speaker":"Andrew Maff","startTime":601.125,"endTime":605.505,"body":"So we used to think that I could"},{"speaker":"Andrew Maff","startTime":601.125,"endTime":605.505,"body":"take a piece of creative, any"},{"speaker":"Andrew Maff","startTime":605.505,"endTime":608.265,"body":"creative. It could be, whatever"},{"speaker":"Andrew Maff","startTime":605.505,"endTime":608.265,"body":"the hell I want it to be, but if"},{"speaker":"Andrew Maff","startTime":608.265,"endTime":611.925,"body":"I select a certain audience, a"},{"speaker":"Andrew Maff","startTime":608.265,"endTime":611.925,"body":"certain gender, certain age"},{"speaker":"Andrew Maff","startTime":611.925,"endTime":615.645,"body":"group, whatever certain focus,"},{"speaker":"Andrew Maff","startTime":611.925,"endTime":615.645,"body":"they're going to see that"},{"speaker":"Andrew Maff","startTime":615.645,"endTime":619.665,"body":"creative. And that's that's the"},{"speaker":"Andrew Maff","startTime":615.645,"endTime":619.665,"body":"end of it. Now what's happening"},{"speaker":"Andrew Maff","startTime":619.665,"endTime":623.265,"body":"is, unless your creative is"},{"speaker":"Andrew Maff","startTime":619.665,"endTime":623.265,"body":"extremely catered to that"},{"speaker":"Andrew Maff","startTime":623.265,"endTime":625.89,"body":"audience, they're probably not"},{"speaker":"Andrew Maff","startTime":623.265,"endTime":625.89,"body":"going to see it, even when you"},{"speaker":"Andrew Maff","startTime":625.89,"endTime":629.85,"body":"force it, sometimes it doesn't"},{"speaker":"Andrew Maff","startTime":625.89,"endTime":629.85,"body":"do as well as you want it to. So"},{"speaker":"Andrew Maff","startTime":630.57,"endTime":635.25,"body":"the lack of investment into"},{"speaker":"Andrew Maff","startTime":630.57,"endTime":635.25,"body":"creative is ridiculous. The"},{"speaker":"Andrew Maff","startTime":635.25,"endTime":640.29,"body":"problem is as well, is that"},{"speaker":"Andrew Maff","startTime":635.25,"endTime":640.29,"body":"these the brands that are just"},{"speaker":"Andrew Maff","startTime":640.29,"endTime":642.81,"body":"crushing it. The ones that are"},{"speaker":"Andrew Maff","startTime":640.29,"endTime":642.81,"body":"just, like, constantly seeing"},{"speaker":"Andrew Maff","startTime":642.81,"endTime":646.17,"body":"crazy results in their, you"},{"speaker":"Andrew Maff","startTime":642.81,"endTime":646.17,"body":"know, their brands always think"},{"speaker":"Andrew Maff","startTime":646.17,"endTime":649.455,"body":"too that, like, oh, you know, my"},{"speaker":"Andrew Maff","startTime":646.17,"endTime":649.455,"body":"competitor that I compare myself"},{"speaker":"Andrew Maff","startTime":649.455,"endTime":652.815,"body":"to is, like, you know, 10 times"},{"speaker":"Andrew Maff","startTime":649.455,"endTime":652.815,"body":"bigger than us, and I can't, you"},{"speaker":"Andrew Maff","startTime":652.815,"endTime":655.935,"body":"know, compete with that, and"},{"speaker":"Andrew Maff","startTime":652.815,"endTime":655.935,"body":"blah, blah, you're 100% right on"},{"speaker":"Andrew Maff","startTime":655.935,"endTime":661.155,"body":"search engines. Like Amazon, if"},{"speaker":"Andrew Maff","startTime":655.935,"endTime":661.155,"body":"they've got, you know, 100 times"},{"speaker":"Andrew Maff","startTime":661.155,"endTime":663.735,"body":"more cash than you have, they're"},{"speaker":"Andrew Maff","startTime":661.155,"endTime":663.735,"body":"going to outbid you with their"},{"speaker":"Andrew Maff","startTime":663.735,"endTime":666.915,"body":"eyes closed, and it's going to"},{"speaker":"Andrew Maff","startTime":663.735,"endTime":666.915,"body":"be real difficult to out to win"},{"speaker":"Andrew Maff","startTime":666.915,"endTime":669.375,"body":"anything for from a keyword"},{"speaker":"Andrew Maff","startTime":666.915,"endTime":669.375,"body":"perspective, same thing on"},{"speaker":"Andrew Maff","startTime":669.375,"endTime":673.38,"body":"Google, on social media, where"},{"speaker":"Andrew Maff","startTime":669.375,"endTime":673.38,"body":"creative is going to get"},{"speaker":"Andrew Maff","startTime":673.38,"endTime":677.4,"body":"leveraged the most, it's every"},{"speaker":"Andrew Maff","startTime":673.38,"endTime":677.4,"body":"man for himself. Every ad tends"},{"speaker":"Andrew Maff","startTime":677.4,"endTime":679.98,"body":"to cost about the same. From a"},{"speaker":"Andrew Maff","startTime":677.4,"endTime":679.98,"body":"cost per click perspective, it"},{"speaker":"Andrew Maff","startTime":679.98,"endTime":682.62,"body":"doesn't matter how much your"},{"speaker":"Andrew Maff","startTime":679.98,"endTime":682.62,"body":"competitors spending. They might"},{"speaker":"Andrew Maff","startTime":682.62,"endTime":686.16,"body":"have a higher frequency, but you"},{"speaker":"Andrew Maff","startTime":682.62,"endTime":686.16,"body":"can still get in front of the"},{"speaker":"Andrew Maff","startTime":686.16,"endTime":688.5,"body":"right audience. There's an"},{"speaker":"Andrew Maff","startTime":686.16,"endTime":688.5,"body":"obscene amount of real estate."},{"speaker":"Andrew Maff","startTime":689.1,"endTime":691.68,"body":"So that's where it's a little"},{"speaker":"Andrew Maff","startTime":689.1,"endTime":691.68,"body":"bit more fair game."},{"speaker":"Andrew Maff","startTime":691.72,"endTime":694.42,"body":"So that's where it's kind of"},{"speaker":"Andrew Maff","startTime":691.72,"endTime":694.42,"body":"interesting to make sure that"},{"speaker":"Andrew Maff","startTime":694.42,"endTime":697.84,"body":"you're investing in really"},{"speaker":"Andrew Maff","startTime":694.42,"endTime":697.84,"body":"quality creative because these"},{"speaker":"Andrew Maff","startTime":697.84,"endTime":700.72,"body":"algorithms are going to cater to"},{"speaker":"Andrew Maff","startTime":697.84,"endTime":700.72,"body":"it. Now here's here's the other"},{"speaker":"Andrew Maff","startTime":700.72,"endTime":704.86,"body":"thing. So I know I gave the"},{"speaker":"Andrew Maff","startTime":700.72,"endTime":704.86,"body":"example of, you know, you spend"},{"speaker":"Andrew Maff","startTime":704.86,"endTime":708.22,"body":"a good chunk on UGC, and then"},{"speaker":"Andrew Maff","startTime":704.86,"endTime":708.22,"body":"you don't love you, the results"},{"speaker":"Andrew Maff","startTime":708.22,"endTime":712.24,"body":"are okay, and so you stop it,"},{"speaker":"Andrew Maff","startTime":708.22,"endTime":712.24,"body":"where a lot of brands make the"},{"speaker":"Andrew Maff","startTime":712.24,"endTime":715.585,"body":"big mistake is that they invest"},{"speaker":"Andrew Maff","startTime":712.24,"endTime":715.585,"body":"in this creative and they only"},{"speaker":"Andrew Maff","startTime":715.585,"endTime":719.365,"body":"use it on social media. It makes"},{"speaker":"Andrew Maff","startTime":715.585,"endTime":719.365,"body":"no sense to me, like that's"},{"speaker":"Andrew Maff","startTime":719.425,"endTime":722.065,"body":"that's your biggest mistake if"},{"speaker":"Andrew Maff","startTime":719.425,"endTime":722.065,"body":"you're going to invest in an"},{"speaker":"Andrew Maff","startTime":722.065,"endTime":726.865,"body":"asset, use the asset as much as"},{"speaker":"Andrew Maff","startTime":722.065,"endTime":726.865,"body":"you can. Created UGC stuff can"},{"speaker":"Andrew Maff","startTime":726.865,"endTime":730.645,"body":"work great in email. It helps"},{"speaker":"Andrew Maff","startTime":726.865,"endTime":730.645,"body":"with a lot of improved click"},{"speaker":"Andrew Maff","startTime":730.645,"endTime":734.305,"body":"rates. It can work great with"},{"speaker":"Andrew Maff","startTime":730.645,"endTime":734.305,"body":"product imagery. It can work"},{"speaker":"Andrew Maff","startTime":734.305,"endTime":737.965,"body":"great on your website, like,"},{"speaker":"Andrew Maff","startTime":734.305,"endTime":737.965,"body":"there's literally anywhere that"},{"speaker":"Andrew Maff","startTime":737.965,"endTime":742.45,"body":"you've developed assets this"},{"speaker":"Andrew Maff","startTime":737.965,"endTime":742.45,"body":"more like human connection with"},{"speaker":"Andrew Maff","startTime":742.45,"endTime":748.51,"body":"having like, UGC tied to it can"},{"speaker":"Andrew Maff","startTime":742.45,"endTime":748.51,"body":"really help the person put"},{"speaker":"Andrew Maff","startTime":748.51,"endTime":751.63,"body":"themselves in that picture. And"},{"speaker":"Andrew Maff","startTime":748.51,"endTime":751.63,"body":"it's a little bit more"},{"speaker":"Andrew Maff","startTime":751.63,"endTime":755.23,"body":"authentic, because it's not like"},{"speaker":"Andrew Maff","startTime":751.63,"endTime":755.23,"body":"a It's not like a big old"},{"speaker":"Andrew Maff","startTime":755.23,"endTime":758.77,"body":"professional photo shoot. You"},{"speaker":"Andrew Maff","startTime":755.23,"endTime":758.77,"body":"know, you get a big professional"},{"speaker":"Andrew Maff","startTime":758.77,"endTime":760.63,"body":"photo shoot, you have this,"},{"speaker":"Andrew Maff","startTime":758.77,"endTime":760.63,"body":"like, gorgeous model, and"},{"speaker":"Andrew Maff","startTime":760.63,"endTime":763.315,"body":"they're like, leaning up against"},{"speaker":"Andrew Maff","startTime":760.63,"endTime":763.315,"body":"some ridiculous car, and it's"},{"speaker":"Andrew Maff","startTime":763.315,"endTime":765.715,"body":"like, oh my god, buy our"},{"speaker":"Andrew Maff","startTime":763.315,"endTime":765.715,"body":"product, right? Like, cool. I'm"},{"speaker":"Andrew Maff","startTime":765.715,"endTime":767.995,"body":"never going to look like that."},{"speaker":"Andrew Maff","startTime":765.715,"endTime":767.995,"body":"I'm never going to have that"},{"speaker":"Andrew Maff","startTime":767.995,"endTime":774.055,"body":"car. Like, they can't relate. So"},{"speaker":"Andrew Maff","startTime":767.995,"endTime":774.055,"body":"even if you do, you know a photo"},{"speaker":"Andrew Maff","startTime":774.055,"endTime":776.335,"body":"shoot where it's like, okay, we"},{"speaker":"Andrew Maff","startTime":774.055,"endTime":776.335,"body":"know exactly who our audience"},{"speaker":"Andrew Maff","startTime":776.335,"endTime":779.335,"body":"is, but it's still a"},{"speaker":"Andrew Maff","startTime":776.335,"endTime":779.335,"body":"professional photo shoot. It"},{"speaker":"Andrew Maff","startTime":779.335,"endTime":784.78,"body":"still comes off, like fake so"},{"speaker":"Andrew Maff","startTime":779.335,"endTime":784.78,"body":"everyone likes the more"},{"speaker":"Andrew Maff","startTime":784.78,"endTime":788.02,"body":"authentic element. That's why"},{"speaker":"Andrew Maff","startTime":784.78,"endTime":788.02,"body":"you tend to see like videos that"},{"speaker":"Andrew Maff","startTime":788.02,"endTime":790.66,"body":"are shot on a phone tend to do"},{"speaker":"Andrew Maff","startTime":788.02,"endTime":790.66,"body":"really well, because it's like"},{"speaker":"Andrew Maff","startTime":790.66,"endTime":792.58,"body":"if just a buddy of yours just"},{"speaker":"Andrew Maff","startTime":790.66,"endTime":792.58,"body":"filmed something."},{"speaker":"Andrew Maff","startTime":793.24,"endTime":797.8,"body":"So when you see that type of"},{"speaker":"Andrew Maff","startTime":793.24,"endTime":797.8,"body":"content, it actually works"},{"speaker":"Andrew Maff","startTime":797.8,"endTime":802.06,"body":"really well across all of your"},{"speaker":"Andrew Maff","startTime":797.8,"endTime":802.06,"body":"other stuff, too. UGC and"},{"speaker":"Andrew Maff","startTime":802.06,"endTime":806.965,"body":"product imagery works amazing."},{"speaker":"Andrew Maff","startTime":802.06,"endTime":806.965,"body":"You know, if you're on Amazon,"},{"speaker":"Andrew Maff","startTime":806.965,"endTime":810.565,"body":"you're A+ content on, ideally on"},{"speaker":"Andrew Maff","startTime":806.965,"endTime":810.565,"body":"your website and your PDPs, you"},{"speaker":"Andrew Maff","startTime":810.565,"endTime":813.745,"body":"should have similar section. UGC"},{"speaker":"Andrew Maff","startTime":810.565,"endTime":813.745,"body":"works really well there, too."},{"speaker":"Andrew Maff","startTime":814.405,"endTime":818.185,"body":"You look at influencer marketing"},{"speaker":"Andrew Maff","startTime":814.405,"endTime":818.185,"body":"a little bit differently, right?"},{"speaker":"Andrew Maff","startTime":819.265,"endTime":824.185,"body":"Micro influencers, I look at"},{"speaker":"Andrew Maff","startTime":819.265,"endTime":824.185,"body":"them as like a mix of UGC and"},{"speaker":"Andrew Maff","startTime":824.185,"endTime":827.065,"body":"influencers, right? Because I am"},{"speaker":"Andrew Maff","startTime":824.185,"endTime":827.065,"body":"getting some content, but I'm"},{"speaker":"Andrew Maff","startTime":827.065,"endTime":831.01,"body":"also getting a little bit of"},{"speaker":"Andrew Maff","startTime":827.065,"endTime":831.01,"body":"reach. When you start to get a"},{"speaker":"Andrew Maff","startTime":831.01,"endTime":833.47,"body":"little bit bigger with them"},{"speaker":"Andrew Maff","startTime":831.01,"endTime":833.47,"body":"influencers, and you're getting"},{"speaker":"Andrew Maff","startTime":833.71,"endTime":836.53,"body":"you're mostly leveraging it to"},{"speaker":"Andrew Maff","startTime":833.71,"endTime":836.53,"body":"get in front of a new audience."},{"speaker":"Andrew Maff","startTime":836.53,"endTime":840.19,"body":"Now it's a little bit more"},{"speaker":"Andrew Maff","startTime":836.53,"endTime":840.19,"body":"useful from a social proof"},{"speaker":"Andrew Maff","startTime":840.19,"endTime":843.61,"body":"perspective. So you got to think"},{"speaker":"Andrew Maff","startTime":840.19,"endTime":843.61,"body":"that not only are you getting"},{"speaker":"Andrew Maff","startTime":843.61,"endTime":847.87,"body":"content out of it, but you're"},{"speaker":"Andrew Maff","startTime":843.61,"endTime":847.87,"body":"also getting the approval of"},{"speaker":"Andrew Maff","startTime":847.93,"endTime":852.37,"body":"someone that has influence for a"},{"speaker":"Andrew Maff","startTime":847.93,"endTime":852.37,"body":"lack of better term, even though"},{"speaker":"Andrew Maff","startTime":852.37,"endTime":853.495,"body":"they all drive me crazy."},{"speaker":"Andrew Maff","startTime":855.175,"endTime":859.795,"body":"So the that's that's kind of"},{"speaker":"Andrew Maff","startTime":855.175,"endTime":859.795,"body":"where those differentiators come"},{"speaker":"Andrew Maff","startTime":859.795,"endTime":862.855,"body":"from. And then you have the"},{"speaker":"Andrew Maff","startTime":859.795,"endTime":862.855,"body":"creative testing, like, volume"},{"speaker":"Andrew Maff","startTime":862.855,"endTime":867.055,"body":"problem, right? Everyone thinks,"},{"speaker":"Andrew Maff","startTime":862.855,"endTime":867.055,"body":"I've got to have hundreds of"},{"speaker":"Andrew Maff","startTime":867.055,"endTime":870.655,"body":"pieces of creative on a monthly"},{"speaker":"Andrew Maff","startTime":867.055,"endTime":870.655,"body":"basis. Cool. If you've got the"},{"speaker":"Andrew Maff","startTime":870.655,"endTime":874.315,"body":"budget to test that much, go for"},{"speaker":"Andrew Maff","startTime":870.655,"endTime":874.315,"body":"it. If not, no, you don't like"},{"speaker":"Andrew Maff","startTime":874.315,"endTime":878.02,"body":"you can really only test so much"},{"speaker":"Andrew Maff","startTime":874.315,"endTime":878.02,"body":"at any given time. You've got to"},{"speaker":"Andrew Maff","startTime":878.02,"endTime":881.44,"body":"put a semi decent budget around"},{"speaker":"Andrew Maff","startTime":878.02,"endTime":881.44,"body":"AB tests to see like, which"},{"speaker":"Andrew Maff","startTime":881.44,"endTime":884.56,"body":"creative is working the best."},{"speaker":"Andrew Maff","startTime":881.44,"endTime":884.56,"body":"You know, everyone likes to put"},{"speaker":"Andrew Maff","startTime":884.56,"endTime":887.32,"body":"like, five, $10 behind it a day,"},{"speaker":"Andrew Maff","startTime":884.56,"endTime":887.32,"body":"and it's like guys like, you're"},{"speaker":"Andrew Maff","startTime":887.32,"endTime":889.54,"body":"not really it's going to take"},{"speaker":"Andrew Maff","startTime":887.32,"endTime":889.54,"body":"you weeks to pull in enough"},{"speaker":"Andrew Maff","startTime":889.54,"endTime":892.48,"body":"data. I like to make sure that"},{"speaker":"Andrew Maff","startTime":889.54,"endTime":892.48,"body":"if we're making a decision,"},{"speaker":"Andrew Maff","startTime":892.48,"endTime":895.3,"body":"we're very confident in it. And"},{"speaker":"Andrew Maff","startTime":892.48,"endTime":895.3,"body":"sometimes that low amount of"},{"speaker":"Andrew Maff","startTime":895.3,"endTime":900.865,"body":"data is not going to tell you a"},{"speaker":"Andrew Maff","startTime":895.3,"endTime":900.865,"body":"lot. So the amount of testing"},{"speaker":"Andrew Maff","startTime":900.925,"endTime":905.005,"body":"becomes a problem too, where"},{"speaker":"Andrew Maff","startTime":900.925,"endTime":905.005,"body":"brands are either not testing"},{"speaker":"Andrew Maff","startTime":905.005,"endTime":907.345,"body":"enough and they're like, only"},{"speaker":"Andrew Maff","startTime":905.005,"endTime":907.345,"body":"launching, like, maybe one or"},{"speaker":"Andrew Maff","startTime":907.345,"endTime":909.925,"body":"two pieces of creative on a"},{"speaker":"Andrew Maff","startTime":907.345,"endTime":909.925,"body":"monthly basis, and they test"},{"speaker":"Andrew Maff","startTime":909.925,"endTime":912.805,"body":"them and then they do something"},{"speaker":"Andrew Maff","startTime":909.925,"endTime":912.805,"body":"with them, or they're doing way"},{"speaker":"Andrew Maff","startTime":912.805,"endTime":915.985,"body":"too much and they're making too"},{"speaker":"Andrew Maff","startTime":912.805,"endTime":915.985,"body":"fast of a decision without"},{"speaker":"Andrew Maff","startTime":915.985,"endTime":919.525,"body":"enough data. So there has to be"},{"speaker":"Andrew Maff","startTime":915.985,"endTime":919.525,"body":"kind of that fine line. But once"},{"speaker":"Andrew Maff","startTime":919.525,"endTime":922.225,"body":"you find okay, this piece of"},{"speaker":"Andrew Maff","startTime":919.525,"endTime":922.225,"body":"creative worked really well."},{"speaker":"Andrew Maff","startTime":922.63,"endTime":926.23,"body":"Then you can, obviously, how do"},{"speaker":"Andrew Maff","startTime":922.63,"endTime":926.23,"body":"you use it into your existing"},{"speaker":"Andrew Maff","startTime":926.23,"endTime":929.95,"body":"advertising? But then how do you"},{"speaker":"Andrew Maff","startTime":926.23,"endTime":929.95,"body":"also leverage it in your other"},{"speaker":"Andrew Maff","startTime":929.95,"endTime":932.77,"body":"assets, besides just"},{"speaker":"Andrew Maff","startTime":929.95,"endTime":932.77,"body":"advertising, and then you kind"},{"speaker":"Andrew Maff","startTime":932.77,"endTime":935.59,"body":"of blanket it as much as you can"},{"speaker":"Andrew Maff","startTime":932.77,"endTime":935.59,"body":"and rinse and repeat."},{"speaker":"Andrew Maff","startTime":937.45,"endTime":940.99,"body":"But you know, UGC isn't"},{"speaker":"Andrew Maff","startTime":937.45,"endTime":940.99,"body":"necessarily a strategy, as much"},{"speaker":"Andrew Maff","startTime":940.99,"endTime":944.95,"body":"as there's a tactic and much is"},{"speaker":"Andrew Maff","startTime":940.99,"endTime":944.95,"body":"like an asset development, then"},{"speaker":"Andrew Maff","startTime":945.13,"endTime":948.775,"body":"you kind of have the one off"},{"speaker":"Andrew Maff","startTime":945.13,"endTime":948.775,"body":"ads. Those still work really"},{"speaker":"Andrew Maff","startTime":948.775,"endTime":950.935,"body":"well. I still really like them,"},{"speaker":"Andrew Maff","startTime":948.775,"endTime":950.935,"body":"as long as the messaging is"},{"speaker":"Andrew Maff","startTime":950.935,"endTime":953.335,"body":"specific and you have something"},{"speaker":"Andrew Maff","startTime":950.935,"endTime":953.335,"body":"that you need to say for a"},{"speaker":"Andrew Maff","startTime":953.335,"endTime":957.355,"body":"relatively short period of time."},{"speaker":"Andrew Maff","startTime":953.335,"endTime":957.355,"body":"So a promotion, you're doing a"},{"speaker":"Andrew Maff","startTime":957.355,"endTime":961.135,"body":"sale for a week, you want to"},{"speaker":"Andrew Maff","startTime":957.355,"endTime":961.135,"body":"just custom develop an image and"},{"speaker":"Andrew Maff","startTime":961.135,"endTime":964.375,"body":"kick that thing out. Go for it."},{"speaker":"Andrew Maff","startTime":961.135,"endTime":964.375,"body":"Those stupid ads are running"},{"speaker":"Andrew Maff","startTime":964.375,"endTime":966.415,"body":"around where it's like an"},{"speaker":"Andrew Maff","startTime":964.375,"endTime":966.415,"body":"apology from the founder or"},{"speaker":"Andrew Maff","startTime":966.415,"endTime":968.875,"body":"whatever that is. I hate that,"},{"speaker":"Andrew Maff","startTime":966.415,"endTime":968.875,"body":"but hey, if you want to try it,"},{"speaker":"Andrew Maff","startTime":968.92,"endTime":974.2,"body":"go for it. So you know, those"},{"speaker":"Andrew Maff","startTime":968.92,"endTime":974.2,"body":"things can still work. But the"},{"speaker":"Andrew Maff","startTime":974.92,"endTime":979.96,"body":"the the ability to get someone"},{"speaker":"Andrew Maff","startTime":974.92,"endTime":979.96,"body":"into your ecosystem tends to"},{"speaker":"Andrew Maff","startTime":979.96,"endTime":983.56,"body":"work when you blend in with"},{"speaker":"Andrew Maff","startTime":979.96,"endTime":983.56,"body":"everything else, and it doesn't"},{"speaker":"Andrew Maff","startTime":983.56,"endTime":988.0,"body":"come off as an ad, right? No one"},{"speaker":"Andrew Maff","startTime":983.56,"endTime":988.0,"body":"wants to be sold to. Someone"},{"speaker":"Andrew Maff","startTime":988.0,"endTime":990.284,"body":"wants to make a decision for"},{"speaker":"Andrew Maff","startTime":988.0,"endTime":990.284,"body":"themselves, and so the best way"},{"speaker":"Andrew Maff","startTime":990.284,"endTime":990.3,"body":"to do that is it's kind of like,"},{"speaker":"Andrew Maff","startTime":990.284,"endTime":990.3,"body":"what's it called? I don't think"},{"speaker":"Andrew Maff","startTime":990.3,"endTime":990.311,"body":"the words product placement"},{"speaker":"Andrew Maff","startTime":990.3,"endTime":990.311,"body":"might be product placement. I"},{"speaker":"Andrew Maff","startTime":990.311,"endTime":990.865,"body":"think it's product I'm drawing a"},{"speaker":"Andrew Maff","startTime":990.311,"endTime":990.865,"body":"huge blank on it right now. But,"},{"speaker":"Andrew Maff","startTime":990.925,"endTime":1004.065,"body":"you know, like when like, when"},{"speaker":"Andrew Maff","startTime":990.925,"endTime":1004.065,"body":"movies, when they used to, like,"},{"speaker":"Andrew Maff","startTime":1004.065,"endTime":1006.885,"body":"slowly sneak in products, and"},{"speaker":"Andrew Maff","startTime":1004.065,"endTime":1006.885,"body":"then they'd be like, oh, there's"},{"speaker":"Andrew Maff","startTime":1006.885,"endTime":1010.185,"body":"a Coca Cola. Where the the, you"},{"speaker":"Andrew Maff","startTime":1006.885,"endTime":1010.185,"body":"know, the labels facing right at"},{"speaker":"Andrew Maff","startTime":1010.185,"endTime":1012.765,"body":"me, like it's clearly they paid"},{"speaker":"Andrew Maff","startTime":1010.185,"endTime":1012.765,"body":"for that kind of thing, similar,"},{"speaker":"Andrew Maff","startTime":1012.765,"endTime":1015.81,"body":"right, where it's like, it just"},{"speaker":"Andrew Maff","startTime":1012.765,"endTime":1015.81,"body":"needs to blend in. And then they"},{"speaker":"Andrew Maff","startTime":1015.81,"endTime":1018.39,"body":"can show interest, and they can"},{"speaker":"Andrew Maff","startTime":1015.81,"endTime":1018.39,"body":"educate themselves, and then"},{"speaker":"Andrew Maff","startTime":1018.39,"endTime":1021.15,"body":"they feel like it's their"},{"speaker":"Andrew Maff","startTime":1018.39,"endTime":1021.15,"body":"decision to do this, and you're"},{"speaker":"Andrew Maff","startTime":1021.15,"endTime":1024.15,"body":"not forcing them to buy it, and"},{"speaker":"Andrew Maff","startTime":1021.15,"endTime":1024.15,"body":"now they're shown some interest,"},{"speaker":"Andrew Maff","startTime":1024.15,"endTime":1027.81,"body":"and then you can kind of slowly"},{"speaker":"Andrew Maff","startTime":1024.15,"endTime":1027.81,"body":"work them into, you know, social"},{"speaker":"Andrew Maff","startTime":1027.81,"endTime":1029.37,"body":"proof and, like, all that fun"},{"speaker":"Andrew Maff","startTime":1027.81,"endTime":1029.37,"body":"stuff."},{"speaker":"Andrew Maff","startTime":1030.08,"endTime":1034.22,"body":"So that's where a lot of that"},{"speaker":"Andrew Maff","startTime":1030.08,"endTime":1034.22,"body":"stuff, I find, becomes kind of"},{"speaker":"Andrew Maff","startTime":1034.22,"endTime":1040.82,"body":"the bigger issue. You know, it's"},{"speaker":"Andrew Maff","startTime":1034.22,"endTime":1040.82,"body":"really interesting, like, these"},{"speaker":"Andrew Maff","startTime":1040.82,"endTime":1044.0,"body":"brands don't the lack of"},{"speaker":"Andrew Maff","startTime":1040.82,"endTime":1044.0,"body":"investment in creative is"},{"speaker":"Andrew Maff","startTime":1044.0,"endTime":1047.24,"body":"astonishing. The amount of"},{"speaker":"Andrew Maff","startTime":1044.0,"endTime":1047.24,"body":"brands that we work with now"},{"speaker":"Andrew Maff","startTime":1047.54,"endTime":1050.78,"body":"that, you know, I'm not even"},{"speaker":"Andrew Maff","startTime":1047.54,"endTime":1050.78,"body":"happy to say or like, you know,"},{"speaker":"Andrew Maff","startTime":1050.78,"endTime":1054.365,"body":"we, we tell them all the time."},{"speaker":"Andrew Maff","startTime":1050.78,"endTime":1054.365,"body":"Like, you'll see creative"},{"speaker":"Andrew Maff","startTime":1054.365,"endTime":1057.125,"body":"fatigue. You'll get, you know,"},{"speaker":"Andrew Maff","startTime":1054.365,"endTime":1057.125,"body":"ads will work for a little"},{"speaker":"Andrew Maff","startTime":1057.125,"endTime":1060.245,"body":"while. And even really good"},{"speaker":"Andrew Maff","startTime":1057.125,"endTime":1060.245,"body":"creative, you get some great"},{"speaker":"Andrew Maff","startTime":1060.245,"endTime":1063.965,"body":"creative but then, like, you"},{"speaker":"Andrew Maff","startTime":1060.245,"endTime":1063.965,"body":"know, seasons change, people's"},{"speaker":"Andrew Maff","startTime":1063.965,"endTime":1067.325,"body":"personalities change. You've"},{"speaker":"Andrew Maff","startTime":1063.965,"endTime":1067.325,"body":"kind of capped out marketing and"},{"speaker":"Andrew Maff","startTime":1067.385,"endTime":1071.525,"body":"capped out your targeting. There"},{"speaker":"Andrew Maff","startTime":1067.385,"endTime":1071.525,"body":"is a benefit in some scenarios"},{"speaker":"Andrew Maff","startTime":1071.525,"endTime":1074.165,"body":"to keeping certain creative"},{"speaker":"Andrew Maff","startTime":1071.525,"endTime":1074.165,"body":"running for a really long time."},{"speaker":"Andrew Maff","startTime":1074.165,"endTime":1076.265,"body":"This is something I've always"},{"speaker":"Andrew Maff","startTime":1074.165,"endTime":1076.265,"body":"said, and there's, there's"},{"speaker":"Andrew Maff","startTime":1076.31,"endTime":1079.55,"body":"absolutely you can your brand"},{"speaker":"Andrew Maff","startTime":1076.31,"endTime":1079.55,"body":"listening right now, go look."},{"speaker":"Andrew Maff","startTime":1079.55,"endTime":1083.87,"body":"I'll bet some of your top"},{"speaker":"Andrew Maff","startTime":1079.55,"endTime":1083.87,"body":"performing creative chances are"},{"speaker":"Andrew Maff","startTime":1084.47,"endTime":1087.11,"body":"the reason it was a top"},{"speaker":"Andrew Maff","startTime":1084.47,"endTime":1087.11,"body":"performer, if it's not newer,"},{"speaker":"Andrew Maff","startTime":1087.11,"endTime":1091.13,"body":"like your older top performing"},{"speaker":"Andrew Maff","startTime":1087.11,"endTime":1091.13,"body":"stuff, is you left it running"},{"speaker":"Andrew Maff","startTime":1091.13,"endTime":1094.61,"body":"for so long that it developed a"},{"speaker":"Andrew Maff","startTime":1091.13,"endTime":1094.61,"body":"ton of social proof on it,"},{"speaker":"Andrew Maff","startTime":1094.91,"endTime":1097.983,"body":"there's a ton of likes, there's"},{"speaker":"Andrew Maff","startTime":1094.91,"endTime":1097.983,"body":"a ton of comments, there's a ton"},{"speaker":"Andrew Maff","startTime":1097.983,"endTime":1099.755,"body":"of shares, and people see that,"},{"speaker":"Andrew Maff","startTime":1097.983,"endTime":1099.755,"body":"and so when it comes across"},{"speaker":"Andrew Maff","startTime":1099.755,"endTime":1102.755,"body":"their feed, they're like, oh,"},{"speaker":"Andrew Maff","startTime":1099.755,"endTime":1102.755,"body":"this thing went viral. What am I"},{"speaker":"Andrew Maff","startTime":1102.755,"endTime":1105.155,"body":"missing out on? Right? So it"},{"speaker":"Andrew Maff","startTime":1102.755,"endTime":1105.155,"body":"kind of almost then becomes like"},{"speaker":"Andrew Maff","startTime":1105.155,"endTime":1106.355,"body":"a FOMO aspect."},{"speaker":"Andrew Maff","startTime":1107.075,"endTime":1110.015,"body":"Those can actually work really"},{"speaker":"Andrew Maff","startTime":1107.075,"endTime":1110.015,"body":"well. So sometimes, when you"},{"speaker":"Andrew Maff","startTime":1110.015,"endTime":1113.075,"body":"find a good piece of creative"},{"speaker":"Andrew Maff","startTime":1110.015,"endTime":1113.075,"body":"and you want to put a semi"},{"speaker":"Andrew Maff","startTime":1113.075,"endTime":1115.715,"body":"decent budget around it, you"},{"speaker":"Andrew Maff","startTime":1113.075,"endTime":1115.715,"body":"almost want to say to yourself,"},{"speaker":"Andrew Maff","startTime":1115.715,"endTime":1119.915,"body":"like, I need to let this ride"},{"speaker":"Andrew Maff","startTime":1115.715,"endTime":1119.915,"body":"for a while, because it's going"},{"speaker":"Andrew Maff","startTime":1119.915,"endTime":1121.213,"body":"to slowly start to improve over"},{"speaker":"Andrew Maff","startTime":1119.915,"endTime":1121.213,"body":"time. And so then you run into"},{"speaker":"Andrew Maff","startTime":1121.213,"endTime":1123.56,"body":"the issue where brands are like,"},{"speaker":"Andrew Maff","startTime":1121.213,"endTime":1123.56,"body":"you know, we've run this one"},{"speaker":"Andrew Maff","startTime":1123.56,"endTime":1128.84,"body":"piece of creative and we are"},{"speaker":"Andrew Maff","startTime":1123.56,"endTime":1128.84,"body":"getting creative fatigue, but I"},{"speaker":"Andrew Maff","startTime":1128.84,"endTime":1131.54,"body":"can't seem to get any new"},{"speaker":"Andrew Maff","startTime":1128.84,"endTime":1131.54,"body":"creative to work as well as this"},{"speaker":"Andrew Maff","startTime":1131.54,"endTime":1133.82,"body":"one once did. And even though"},{"speaker":"Andrew Maff","startTime":1131.54,"endTime":1133.82,"body":"we're trying to create something"},{"speaker":"Andrew Maff","startTime":1133.82,"endTime":1136.28,"body":"very similar, we just can't seem"},{"speaker":"Andrew Maff","startTime":1133.82,"endTime":1136.28,"body":"to repeat it. It's because"},{"speaker":"Andrew Maff","startTime":1136.28,"endTime":1138.8,"body":"you're not waiting long enough."},{"speaker":"Andrew Maff","startTime":1136.28,"endTime":1138.8,"body":"It's because that one's got a"},{"speaker":"Andrew Maff","startTime":1138.8,"endTime":1141.74,"body":"ton of social proof on it. You"},{"speaker":"Andrew Maff","startTime":1138.8,"endTime":1141.74,"body":"need to find one where maybe,"},{"speaker":"Andrew Maff","startTime":1141.74,"endTime":1144.083,"body":"like, the click through rates"},{"speaker":"Andrew Maff","startTime":1141.74,"endTime":1144.083,"body":"just as good, maybe the"},{"speaker":"Andrew Maff","startTime":1144.083,"endTime":1144.122,"body":"engagement on it is just as"},{"speaker":"Andrew Maff","startTime":1144.083,"endTime":1144.122,"body":"good, but then you just got to"},{"speaker":"Andrew Maff","startTime":1144.122,"endTime":1149.225,"body":"wait, and you just got to let it"},{"speaker":"Andrew Maff","startTime":1144.122,"endTime":1149.225,"body":"run until it gets enough of that"},{"speaker":"Andrew Maff","startTime":1149.225,"endTime":1152.405,"body":"social proof on there. So"},{"speaker":"Andrew Maff","startTime":1149.225,"endTime":1152.405,"body":"sometimes there is that element"},{"speaker":"Andrew Maff","startTime":1152.405,"endTime":1153.485,"body":"that you got to think about."},{"speaker":"Andrew Maff","startTime":1154.08,"endTime":1157.26,"body":"You know, founder led stuff is"},{"speaker":"Andrew Maff","startTime":1154.08,"endTime":1157.26,"body":"always kind of interesting."},{"speaker":"Andrew Maff","startTime":1157.26,"endTime":1159.54,"body":"Sometimes that can work really"},{"speaker":"Andrew Maff","startTime":1157.26,"endTime":1159.54,"body":"well. I know a lot of brand"},{"speaker":"Andrew Maff","startTime":1159.54,"endTime":1162.36,"body":"owners, they don't like to put"},{"speaker":"Andrew Maff","startTime":1159.54,"endTime":1162.36,"body":"themselves out there, and"},{"speaker":"Andrew Maff","startTime":1162.36,"endTime":1164.94,"body":"that's, you know, that's totally"},{"speaker":"Andrew Maff","startTime":1162.36,"endTime":1164.94,"body":"fine. It's kind of to each their"},{"speaker":"Andrew Maff","startTime":1164.94,"endTime":1169.26,"body":"own. But that's always something"},{"speaker":"Andrew Maff","startTime":1164.94,"endTime":1169.26,"body":"that's kind of interesting to"},{"speaker":"Andrew Maff","startTime":1169.26,"endTime":1171.9,"body":"throw in there is something"},{"speaker":"Andrew Maff","startTime":1169.26,"endTime":1171.9,"body":"different, because no one wants"},{"speaker":"Andrew Maff","startTime":1171.9,"endTime":1174.78,"body":"to buy from a business. They"},{"speaker":"Andrew Maff","startTime":1171.9,"endTime":1174.78,"body":"want to buy from a person. So if"},{"speaker":"Andrew Maff","startTime":1174.78,"endTime":1178.665,"body":"you can put yourself out there"},{"speaker":"Andrew Maff","startTime":1174.78,"endTime":1178.665,"body":"on occasion, it also kind of"},{"speaker":"Andrew Maff","startTime":1178.905,"endTime":1181.365,"body":"throws a wrench in it every now"},{"speaker":"Andrew Maff","startTime":1178.905,"endTime":1181.365,"body":"and then doing something a"},{"speaker":"Andrew Maff","startTime":1181.365,"endTime":1185.325,"body":"little out there is what you can"},{"speaker":"Andrew Maff","startTime":1181.365,"endTime":1185.325,"body":"typically see, will all of a"},{"speaker":"Andrew Maff","startTime":1185.325,"endTime":1188.745,"body":"sudden do really well. So for"},{"speaker":"Andrew Maff","startTime":1185.325,"endTime":1188.745,"body":"example, I know I just"},{"speaker":"Andrew Maff","startTime":1188.745,"endTime":1191.685,"body":"complained about it, but like"},{"speaker":"Andrew Maff","startTime":1188.745,"endTime":1191.685,"body":"those, you'll get those ads"},{"speaker":"Andrew Maff","startTime":1191.685,"endTime":1195.645,"body":"where it's like a ton of text"},{"speaker":"Andrew Maff","startTime":1191.685,"endTime":1195.645,"body":"and it's like an apology from"},{"speaker":"Andrew Maff","startTime":1195.645,"endTime":1198.585,"body":"the brand. It's like, We're"},{"speaker":"Andrew Maff","startTime":1195.645,"endTime":1198.585,"body":"sorry we messed up, kind of"},{"speaker":"Andrew Maff","startTime":1198.585,"endTime":1201.15,"body":"thing in big letters. And then,"},{"speaker":"Andrew Maff","startTime":1198.585,"endTime":1201.15,"body":"like. Super small copy, and the"},{"speaker":"Andrew Maff","startTime":1201.15,"endTime":1203.91,"body":"copy is just like, oh, we messed"},{"speaker":"Andrew Maff","startTime":1201.15,"endTime":1203.91,"body":"up and overstocked this stuff,"},{"speaker":"Andrew Maff","startTime":1203.91,"endTime":1206.37,"body":"and we decided we're just going"},{"speaker":"Andrew Maff","startTime":1203.91,"endTime":1206.37,"body":"to put it on sale. Like, it's"},{"speaker":"Andrew Maff","startTime":1206.37,"endTime":1210.21,"body":"ridiculous. It's kind of a bait"},{"speaker":"Andrew Maff","startTime":1206.37,"endTime":1210.21,"body":"and switch sort of thing. But"},{"speaker":"Andrew Maff","startTime":1210.87,"endTime":1213.81,"body":"you're seeing a bunch of brands"},{"speaker":"Andrew Maff","startTime":1210.87,"endTime":1213.81,"body":"do it because someone came up"},{"speaker":"Andrew Maff","startTime":1213.81,"endTime":1216.45,"body":"with the idea, thought they"},{"speaker":"Andrew Maff","startTime":1213.81,"endTime":1216.45,"body":"would try it, and it did really"},{"speaker":"Andrew Maff","startTime":1216.45,"endTime":1219.15,"body":"well. The reason it probably did"},{"speaker":"Andrew Maff","startTime":1216.45,"endTime":1219.15,"body":"really well is because it was"},{"speaker":"Andrew Maff","startTime":1219.15,"endTime":1222.09,"body":"super different. And it's, it's"},{"speaker":"Andrew Maff","startTime":1219.15,"endTime":1222.09,"body":"thinking outside the box."},{"speaker":"Andrew Maff","startTime":1222.15,"endTime":1225.615,"body":"You're, you know, sometimes your"},{"speaker":"Andrew Maff","startTime":1222.15,"endTime":1225.615,"body":"standard UGC, your standard ads,"},{"speaker":"Andrew Maff","startTime":1225.915,"endTime":1228.135,"body":"you got to do something"},{"speaker":"Andrew Maff","startTime":1225.915,"endTime":1228.135,"body":"different. You think of these"},{"speaker":"Andrew Maff","startTime":1228.135,"endTime":1236.595,"body":"big brands, they don't do like,"},{"speaker":"Andrew Maff","startTime":1228.135,"endTime":1236.595,"body":"like, let's use the American"},{"speaker":"Andrew Maff","startTime":1236.595,"endTime":1242.835,"body":"Eagle one as an example. Because"},{"speaker":"Andrew Maff","startTime":1236.595,"endTime":1242.835,"body":"I thought this whole thing was"},{"speaker":"Andrew Maff","startTime":1242.835,"endTime":1245.115,"body":"hilarious. I won't get into"},{"speaker":"Andrew Maff","startTime":1242.835,"endTime":1245.115,"body":"because I know it's kind of a"},{"speaker":"Andrew Maff","startTime":1245.115,"endTime":1248.04,"body":"political thing, I guess, but"},{"speaker":"Andrew Maff","startTime":1245.115,"endTime":1248.04,"body":"they they do, like, campaigns"},{"speaker":"Andrew Maff","startTime":1248.1,"endTime":1252.66,"body":"where it's not a sale. It's not"},{"speaker":"Andrew Maff","startTime":1248.1,"endTime":1252.66,"body":"like, you know, when brands say,"},{"speaker":"Andrew Maff","startTime":1252.66,"endTime":1255.24,"body":"hey, let's do a campaign, they"},{"speaker":"Andrew Maff","startTime":1252.66,"endTime":1255.24,"body":"think like, Oh, what do we want"},{"speaker":"Andrew Maff","startTime":1255.24,"endTime":1257.76,"body":"to do? Like, 50% off for the"},{"speaker":"Andrew Maff","startTime":1255.24,"endTime":1257.76,"body":"weekend, or something. Like, no,"},{"speaker":"Andrew Maff","startTime":1257.76,"endTime":1261.36,"body":"we're talking like, let's create"},{"speaker":"Andrew Maff","startTime":1257.76,"endTime":1261.36,"body":"a message. Let's do something"},{"speaker":"Andrew Maff","startTime":1261.36,"endTime":1266.1,"body":"that is going to resonate with"},{"speaker":"Andrew Maff","startTime":1261.36,"endTime":1266.1,"body":"our audience, good or bad, and"},{"speaker":"Andrew Maff","startTime":1266.16,"endTime":1270.705,"body":"let's stick to it and kind of"},{"speaker":"Andrew Maff","startTime":1266.16,"endTime":1270.705,"body":"create a shit ton of assets"},{"speaker":"Andrew Maff","startTime":1270.705,"endTime":1275.385,"body":"around it and make that kind of"},{"speaker":"Andrew Maff","startTime":1270.705,"endTime":1275.385,"body":"our esthetic for the next, like,"},{"speaker":"Andrew Maff","startTime":1275.385,"endTime":1277.845,"body":"several months, right? So our"},{"speaker":"Andrew Maff","startTime":1275.385,"endTime":1277.845,"body":"season, so they did that thing"},{"speaker":"Andrew Maff","startTime":1277.845,"endTime":1280.845,"body":"with Sydney Sweeney around the"},{"speaker":"Andrew Maff","startTime":1277.845,"endTime":1280.845,"body":"jeans. She didn't do just like,"},{"speaker":"Andrew Maff","startTime":1280.845,"endTime":1284.145,"body":"one photo shoot. They had a ton"},{"speaker":"Andrew Maff","startTime":1280.845,"endTime":1284.145,"body":"of, you know, in magazines and"},{"speaker":"Andrew Maff","startTime":1284.145,"endTime":1286.905,"body":"billboards and on their website"},{"speaker":"Andrew Maff","startTime":1284.145,"endTime":1286.905,"body":"and on their social like, they"},{"speaker":"Andrew Maff","startTime":1286.905,"endTime":1289.725,"body":"had a ton of stuff, and it"},{"speaker":"Andrew Maff","startTime":1286.905,"endTime":1289.725,"body":"wasn't a sale. It wasn't like,"},{"speaker":"Andrew Maff","startTime":1289.725,"endTime":1293.73,"body":"50% off jeans. Like, no, it was"},{"speaker":"Andrew Maff","startTime":1289.725,"endTime":1293.73,"body":"like, we're doing a message, and"},{"speaker":"Andrew Maff","startTime":1293.73,"endTime":1295.71,"body":"we're putting it out there,"},{"speaker":"Andrew Maff","startTime":1293.73,"endTime":1295.71,"body":"whether people liked it or not,"},{"speaker":"Andrew Maff","startTime":1295.71,"endTime":1298.11,"body":"as a different, different"},{"speaker":"Andrew Maff","startTime":1295.71,"endTime":1298.11,"body":"podcast, not my, not my area."},{"speaker":"Andrew Maff","startTime":1299.61,"endTime":1308.501,"body":"But that's what I what we try to"},{"speaker":"Andrew Maff","startTime":1299.61,"endTime":1308.501,"body":"focus on, too, is like, we don't"},{"speaker":"Andrew Maff","startTime":1308.638,"endTime":1316.161,"body":"know what. Like, I hate sales. I"},{"speaker":"Andrew Maff","startTime":1308.638,"endTime":1316.161,"body":"think it's a cash flow"},{"speaker":"Andrew Maff","startTime":1316.298,"endTime":1324.505,"body":"nightmare. I think it's just a"},{"speaker":"Andrew Maff","startTime":1316.298,"endTime":1324.505,"body":"vanity metric a lot of times."},{"speaker":"Andrew Maff","startTime":1324.642,"endTime":1332.302,"body":"But I digress, different"},{"speaker":"Andrew Maff","startTime":1324.642,"endTime":1332.302,"body":"podcasts, um, they developing a"},{"speaker":"Andrew Maff","startTime":1332.439,"endTime":1339.826,"body":"overall campaign and creating"},{"speaker":"Andrew Maff","startTime":1332.439,"endTime":1339.826,"body":"the UGC around that, and"},{"speaker":"Andrew Maff","startTime":1339.963,"endTime":1348.444,"body":"creating your other messaging"},{"speaker":"Andrew Maff","startTime":1339.963,"endTime":1348.444,"body":"around that, and then using that"},{"speaker":"Andrew Maff","startTime":1344.86,"endTime":1348.195,"body":"I know I kind of went off on"},{"speaker":"Andrew Maff","startTime":1344.86,"endTime":1348.195,"body":"tangent here, but overall,"},{"speaker":"Andrew Maff","startTime":1348.256,"endTime":1351.894,"body":"either way, basically what I'm"},{"speaker":"Andrew Maff","startTime":1348.256,"endTime":1351.894,"body":"saying is the biggest thing I"},{"speaker":"Andrew Maff","startTime":1348.581,"endTime":1357.062,"body":"across the board also develops"},{"speaker":"Andrew Maff","startTime":1348.581,"endTime":1357.062,"body":"not only that message that kind"},{"speaker":"Andrew Maff","startTime":1351.955,"endTime":1355.593,"body":"would say take away from this."},{"speaker":"Andrew Maff","startTime":1351.955,"endTime":1355.593,"body":"You have to invest in assets."},{"speaker":"Andrew Maff","startTime":1355.654,"endTime":1359.293,"body":"You have to invest in content"},{"speaker":"Andrew Maff","startTime":1355.654,"endTime":1359.293,"body":"and creative. Advertising will"},{"speaker":"Andrew Maff","startTime":1357.198,"endTime":1365.406,"body":"of sparks interest and makes"},{"speaker":"Andrew Maff","startTime":1357.198,"endTime":1365.406,"body":"ideally spark conversation, but"},{"speaker":"Andrew Maff","startTime":1359.353,"endTime":1362.931,"body":"absolutely fail. For you without"},{"speaker":"Andrew Maff","startTime":1359.353,"endTime":1362.931,"body":"question. I will not i You"},{"speaker":"Andrew Maff","startTime":1362.992,"endTime":1366.63,"body":"couldn't even debate me if you"},{"speaker":"Andrew Maff","startTime":1362.992,"endTime":1366.63,"body":"tried. I could tell you right"},{"speaker":"Andrew Maff","startTime":1365.543,"endTime":1373.613,"body":"it also keeps everything like"},{"speaker":"Andrew Maff","startTime":1365.543,"endTime":1373.613,"body":"cohesive across the board. So"},{"speaker":"Andrew Maff","startTime":1366.691,"endTime":1370.087,"body":"now, if you don't get good"},{"speaker":"Andrew Maff","startTime":1366.691,"endTime":1370.087,"body":"quality content and creative,"},{"speaker":"Andrew Maff","startTime":1370.148,"endTime":1374.029,"body":"your advertising will fail. All"},{"speaker":"Andrew Maff","startTime":1370.148,"endTime":1374.029,"body":"of these platforms are extremely"},{"speaker":"Andrew Maff","startTime":1373.75,"endTime":1382.505,"body":"your website, your social, your"},{"speaker":"Andrew Maff","startTime":1373.75,"endTime":1382.505,"body":"Amazon, your other marketplaces,"},{"speaker":"Andrew Maff","startTime":1374.09,"endTime":1377.486,"body":"algorithm heavy now, and with"},{"speaker":"Andrew Maff","startTime":1374.09,"endTime":1377.486,"body":"AI, it's only going to get"},{"speaker":"Andrew Maff","startTime":1377.546,"endTime":1381.367,"body":"worse. So that means that you've"},{"speaker":"Andrew Maff","startTime":1377.546,"endTime":1381.367,"body":"got to create some really good"},{"speaker":"Andrew Maff","startTime":1381.427,"endTime":1384.884,"body":"creative that is going to"},{"speaker":"Andrew Maff","startTime":1381.427,"endTime":1384.884,"body":"resonate with your audience, so"},{"speaker":"Andrew Maff","startTime":1382.641,"endTime":1390.028,"body":"like anywhere else you're"},{"speaker":"Andrew Maff","startTime":1382.641,"endTime":1390.028,"body":"marketing like they all have"},{"speaker":"Andrew Maff","startTime":1384.945,"endTime":1388.644,"body":"that the algorithms put it in"},{"speaker":"Andrew Maff","startTime":1384.945,"endTime":1388.644,"body":"front of them. End of story. As"},{"speaker":"Andrew Maff","startTime":1388.705,"endTime":1392.525,"body":"usual, thank you all for joining"},{"speaker":"Andrew Maff","startTime":1388.705,"endTime":1392.525,"body":"me. Please do the usual thing,"},{"speaker":"Andrew Maff","startTime":1390.165,"endTime":1397.962,"body":"that kind of messaging and"},{"speaker":"Andrew Maff","startTime":1390.165,"endTime":1397.962,"body":"esthetic. And so it keeps that"},{"speaker":"Andrew Maff","startTime":1392.586,"endTime":1395.86,"body":"rate, review, subscribe, all"},{"speaker":"Andrew Maff","startTime":1392.586,"endTime":1395.86,"body":"that fun stuff, whichever"},{"speaker":"Andrew Maff","startTime":1395.921,"endTime":1399.681,"body":"podcast platform you prefer, or"},{"speaker":"Andrew Maff","startTime":1395.921,"endTime":1399.681,"body":"head over to the ecom show.com"},{"speaker":"Andrew Maff","startTime":1398.099,"endTime":1405.759,"body":"cohesion. And so people also"},{"speaker":"Andrew Maff","startTime":1398.099,"endTime":1405.759,"body":"then know that they're, you"},{"speaker":"Andrew Maff","startTime":1399.742,"endTime":1403.502,"body":"to check out all of our previous"},{"speaker":"Andrew Maff","startTime":1399.742,"endTime":1403.502,"body":"episodes. But as usual, thank"},{"speaker":"Andrew Maff","startTime":1403.562,"endTime":1407.08,"body":"you all for joining me see you"},{"speaker":"Andrew Maff","startTime":1403.562,"endTime":1407.08,"body":"next time. Have a good one!"},{"speaker":"Andrew Maff","startTime":1405.896,"endTime":1410.0,"body":"know, working with your brand."},{"speaker":"Narrator","startTime":1410.14,"endTime":1414.06,"body":"Thank you for tuning"},{"speaker":"Narrator","startTime":1410.14,"endTime":1414.06,"body":"in to the E comm show. Head over"},{"speaker":"Narrator","startTime":1414.134,"endTime":1418.276,"body":"to E comm show.com to subscribe"},{"speaker":"Narrator","startTime":1414.134,"endTime":1418.276,"body":"on your favorite podcast"},{"speaker":"Narrator","startTime":1418.35,"endTime":1422.935,"body":"platform or on the BlueTusker"},{"speaker":"Narrator","startTime":1418.35,"endTime":1422.935,"body":"YouTube channel. The E comm show"},{"speaker":"Narrator","startTime":1423.009,"endTime":1427.817,"body":"is brought to you by BlueTusker,"},{"speaker":"Narrator","startTime":1423.009,"endTime":1427.817,"body":"a full service digital marketing"},{"speaker":"Narrator","startTime":1427.891,"endTime":1431.885,"body":"company specifically for E"},{"speaker":"Narrator","startTime":1427.891,"endTime":1431.885,"body":"commerce sellers looking to"},{"speaker":"Narrator","startTime":1431.959,"endTime":1436.175,"body":"accelerate their growth. Go to"},{"speaker":"Narrator","startTime":1431.959,"endTime":1436.175,"body":"bluetuskr.com now for more"},{"speaker":"Narrator","startTime":1436.249,"endTime":1440.909,"body":"information, make sure to tune"},{"speaker":"Narrator","startTime":1436.249,"endTime":1440.909,"body":"in next week for another amazing"},{"speaker":"Narrator","startTime":1440.982,"endTime":1442.98,"body":"episode of the E comm show!"}]}