SvB: #105 Super Bowl Ads and no Crypto ? Plus why we are advertisers now

The guys, @mrbenja and @therealtheoharvey discuss the new Super Bowl Ads and wonder where are all the crypto ads?   Next, they discuss the creative and the business side of advertisement and how we are implicit.

Show vs. Business is your weekly take on Pop Culture from two very different perspectives. Your hosts Theo and  Mr. Benja provide all the relevant info to get your week started right.

----------

Follow us on Instagram - https://instagram.com/show_vs_business

Follow us on Twitter - https://twitter.com/showvsbusiness

Like us on Facebook - https://www.facebook.com/ShowVsBusiness

YouTube: https://www.youtube.com/channel/UCuwni8la5WRGj25uqjbRwdQ/featured

----------

Subscribe on iTunes, Spotify, Stitcher, or wherever you listen to podcasts.

Transcript

Copy Transcript Copied

Theo: Mr. Benja, I'm so hype for these Super Bowl ad commercials, but man, guess what? Oh God. Oh God. What? There is no F T X commercial at all. I wonder why ? 

Mr. Benja: Oh, oh my God. No, no big crypto D V D logo flying around the screen. No Crypto. What? What? 

Theo: Yeah, man, I think you know, we're not, we've been spared all the different.

Crypto NFT storylines. So I, I think that's a good thing. it over? Is it done? Well, yeah, I, I guess we're officially done with that phase. I'd be surprised if we, you know you know, we don't get to see some AI ads here next couple years. That's the latest fad right now that we're, we're all hyped about.

But this year, man, you know, just looking at this and, you know, listeners, thanks for listening, but, you know, we're kind of viewing things a little bit early. We were recording this right before the Super Bowl, but they always give you a little preview beforehand. And, and I'm looking through this list. Same, same story, right?

Lot of celebrities and a lot of beer. Yeah, a lot of beer , a lot of beer commercials coming out. I don't see anything. Not nothing we haven't seen before. But so, you know, advertising is just, it's just part of Super Bowl, man. It's, it's football and advertising. This what it is 

Mr. Benja: right now. Is this like a supremely American thing?

Because, you know, that we get into these ads like this because it's so, it's, it's so, it's almost cringe now to me, just all these, Hey, look at my ad. And it's like, you know, we pay money to get away from ads and I don't 

Theo: know. Yeah, good point. I mean man, it is American thing, it seems like. I mean you know, I think I've been re reading Russell Brunson's new book well, not new book, his older book.

And he talks about like, you know how the ads kind of. Commercials especially came into Americana and he talks about that. He says, Hey, these, you know, interruption ads, you know, come in to kind of grab you attention and trying to, you know, build that desire out. And it is just like, I think that, that that's what it is.

And I don't know why this Super Bowl maybe cuz it was, it was a most watch televised event and so it's always been kind of this thing that, you know, you're gonna have so many eyeballs, so you gotta put a, a commercial up there. And commercials are not cheap. I think this year what they're going for what?

7 million for a 32nd spot. So there you 

Mr. Benja: go. Yeah. And you know, Gary, Gary V actually pumps it. He's, he claim, he claims that it's still a good value. Like, hey, if you want to get in front of this many people who are like dedicated and actually staring at the ads, that that's where you put your money, that 7 million people are gonna watch it.

They're gonna talk about it, someone's gonna see it. So it's like, it's like guaranteed. And I know one of the things with advertising is, , you know, how do you guarantee that somebody actually saw your ad or, you know, there's, there's a lot of ambiguity on if your ad actually connected with people, I think what the Super Bowl does.

But, but yeah, that's the Super Bowl, right? 

Theo: Yeah. Well, you know you know how many viewers watched it last year? Talk to me. 99 million folks watch the Super Bowl according to ads, but the most watch was in 2015 and it was 113 million folks watch it. So he might not be wrong. . I mean, you get a hundred million people watching you for 30 seconds, they're talking about you if nothing else.

Mr. Benja: Yeah, pretty much. You know you said 2015, I think that was around when, when Mad Men actually ended, you know, you remember 

Theo: that show? Of course I do. 

Mr. Benja: I do. I, I know you said this was an old reference, but I'm gonna bring it up anyway because cuz I'm classic like that so no check, check this out.

All my life I've kind of hated ads, right? Not, not hated, but I've seen them as this annoying kind of thing that I kind of didn't get as a kid. And it's like I'm watching Mad Men and they're all standing around trying to figure out how to sell these cigarettes. And then, you know, John Ham's character you know, he kind of stands back, how can we sell these cigarettes?

And he looks over and says, you know what? We could, we should say they're toasted , you know, because, you know, you take the tobacco leaves, you toast the leaves. And that's how he's like, yeah, ours are toasted. And all the people in the room were like looking around like he's a dumbass. And they're like, everyone toast their tobacco.

What are you talking about? It's like, yeah, but the people watching the ad don't know that , we could just, we could just say that ours is toasted and it'll make it look like prestige and all that. And everybody in the room was kind of like unsure. Some people were like, wait a minute. And it was just this brilliant turn in my head that's like, holy crap, this is what's happening to me and my brain.

I started to get it in, in ways that I never got it before. Yeah, man. Now when I watch every ad, I'm like, man, shit's toasted.

Theo: More ways than one toasted shit. Yeah. I love it. . I mean, that's a good point. I mean, I remember that that was the first episode, man, and he tossed about like, you know, I think the, the problems he was faced with was like, they had a, a product was heavy competition, right? So it was like, what's the differentiation?

Like how you, you know, market in that market. And they just had a ruling that came down that says cigarette smoking was bad for your health. Right. It was against the, so it's like, how do I sell a product in a heavy mark regulated environment and heavy competition? He said, well, you know what, you just change the conversation

Yeah. And bring up some other thing. And you know, I hate to bring up Russell Brunson. I'm just kind of just in his mind right now reading a lot of his books. He talks about this when you're kind of like unbundling, you know what's all in the offer. So you kind of figure out like, hey, you know, , I, I can't sell this whole product, right?

So, well, let's unpack it. Okay? What goes into making a cigarette, right? You know, is it, you know, the tote, the leaves, you know, how they toast it? Or, you know, what's that smell like? Does it remind you of something? So it's like, you know, when you unpack the product or the offer that you're putting in the marketplace, then you can come up with interesting ways to kind of sell it.

Like, like, you know, like he did in madman. What's the, what was the character's name? I'm drawing a blank right now. It's played by j Actor John Ham, but I can't remember that , the character's name. But but yeah, so I think that that is something that that's very interesting how you brought that up even though it's a older reference.

But you know what? Older references are good because guess what? Nostalgia's hot in advertising, nostalgia. So we're gonna see a lot of that too. Older actors, older musicians in this, the Super Bowl ads. So it's gonna be, you know, and that's, that's a big thing. And they talked about that in Mad Men. That was the first time I heard that term.

Nostalgia used in advertising as a way to kind of draw people in. I don't know if you remember the episode of Madman called the Carousel, when, that's a classic one. When he went in there and he had to sell this thing called the Wheel, and it was just like a photograph thing. And so he came in there and put pictures of his family in there and he said, how you gonna sell this thing?

He said, Hey gentlemen, this is what it is. And he started showing pictures of his family and he was going through issues personally with his wife and his kids. And then in the middle of it, he said, Hey guys, this is not some te. . This is a time machine. . Yeah. I think it make you go back and forth. And he said and he kind of framed it and he said, nostalgia.

See, see you brought madman into the picture. Now I'm going deep. He brought it, he said nostalgia was like a, a Greek word. And it was like the pain of yearning, right. To go back to where you can never go back to. And he said you know, it's, it's hard to pull off, but if you can do it, it's the most powerful thing you can, can imagine.

And so he used nostalgia to sell this, this, this technology. And everybody got emotional. I mean, one of the guys walked out crying. Right. . So, so yeah, man, advertising is, you know, when you, it is, it's a powerful thing, man. And, and I think that's why we kind of wanna discuss it this week. Yeah. And 

Mr. Benja: it's not just a Super Bowl thing either.

And that's what was, that's what was interesting to me. You know, I mean, it's, we're talking about the Super Bowl right now, because that's the time of year It is, but. We're talking about in previous episodes, Facebook getting hit on their advertising cuz of changes Apple made. We're talking about Amazon.

They've made some, they've made some new moves with their advertising and you know, that's a big profit puppy for them now. And you know, I was just telling, telling you how, you know, I threw a little internal advertising on my pod. It's already kind of worked out a little bit. So I'm kind of like, oh, oh, advertising.

I'm starting to get it now.

Theo: Yeah, I'm waiting, I'm waiting to build up a little bit more audience for my stuff. Boy, I'm, I'm, I'm, I'm coming hard in the paint too, man. Soon. But yeah. I mean, so yeah, we can cover a lot of aspects of this. I mean, you know we can go to origins of it. I mean, you know you know, I've been doing some more research on it just recently just trying to under unpack it.

You. . I, I came from an engineering background, so kind of more of a process thinker and stuff like that, but, and I always thought the product was key, right? You know, because I'm engineering by training, but man, you know, just building my own business and just working in business for so long, man, especially, you know, I think what changed too, really became advertising and marketing became so more, more pre, more, more prevalent two ways, I think, because of the internet, right?

So now distribution costs are zero, right? You can just put it out to anybody. Software is what they call zero marginal costs, right? You just put it out there and people just use it and doesn't cost you anything else, right? And so that made it easier to kind of get in people's hands. And then the rise of social media as a business platform.

Now you can create fans, you know, and, and, and get these communities pretty quickly, as opposed to before where, you know, you had to go door to door, you'd send postcards or, you know, even websites, right? You had to kind of take that time. And you know, the, the two who took the. I took that to the next level.

It's been Google or Alphabet and Meta. Meta, AKA Facebook. Yeah. And so they kind of changed the game when it came to like, you know, utilizing their platforms cuz they had the eyeballs. So now they can get the advertisers to pay them CPMs, cost per clicks, p cost per thousand views to pay them to look, you know, look at these ads and, and get people to their websites and, and, and buying product.

So it's just been like the last, you know, what, 10 years or so in our lifetime, man. And, and sometimes I think, you know, I was talking to one of my my brother-in-law about this and you know, I think we're old school, we're a little older, so we don't remember this world. We're, we're not digital native, right?

Like some of the folks that grew up on this. So for us it takes a little bit time to kind of understand that, but I think we now get it. It's like, oh, this is the way the world is man. people are selling stuff in the dms now. DM me this, DM me that and selling thousands of dollars, hundreds of thousands of dollars in Instagram DM based on, you know, these, these new formats.

Yeah. So advertising is real, man. 

Mr. Benja: You ever bought anything through Instagram or Facebook dm? 

Theo: No I haven't, but I've watched some VSL video sales letters through that way. Right. And just listen in and then, you know, down the line, you know, I kind of bought something. But yeah, it, it does get your attention.

If, if they hook you. Right. They tell the right story, you know. Hey, what's the dm? What's the DM cost me? 

Mr. Benja: Yeah. I got, I got caught in one of Frank Kerns deals. The catches it? Yeah. He, he put up an ad and he was like, Hey, listen here's a, here's the thing. I got this awesome, awesome piece of information.

I'm only gonna tell you half of it. And, you know, you type in the comments and I'll tell you more. And I was like, kind of, what is this? and he literally started to explain to me something pretty cool. And halfway through he was like, all right, that's it. Comment, putting the comments if you, if you want the rest.

And I was like, God, dog it, because you're so transparent about what he was doing. So I was like, give me the info. He's like, yeah, I'll get it to you in a minute. Next thing you know, my messenger opens up. Hey, I'm Frank Kern. I'm like, God, dog it. And he was in there just, well, you know, the, the bot was in there chatting it up.

I stayed on his thing, got on his email list, and I was like, all right. And I, I did that partially because I wanted to see the process flow through how it, how somebody was using it. But if it wasn't a fun process, I would've, you know, talked bad about 'em. But I'm here smiling about it because, no, it's actually pretty pretty.

Theo: Man. I mean, I agree, man. It's just the way you kind of you know and he probably got you right. So, I mean, I think advertising's about we'll talk about it a little bit. I think there's like two ways to kinda look at it. And then I, I, there's, I think it's a third way too, and I'll talk about that in a second.

The first way is search, right? You're like actively searching for something and you say, Hey, I have intention, you know, I need a new hat, or, you know, I want to, you know, buy something now. So you do a search and you know, I think about Yellow Pages back in the day. I mean, that's old reference for some folks, but you literally have, you say, Hey, I need to go to a hardware store.

You didn't know where it was. There was no Google Maps. So you had to get this book, this thick book that used to send you, and you can pull it up, look under H and find a hardware store. And he said, these are about five hardware stores near me. Let me call them up and see who's got what I want. So yes, that was before Google Guys Google Maps.

So, so that's all search is, right. You know, have an intention, the buyer's intention. And so that. . That was great. Back in the day when everybody was like little storefronts and you know, you had to go in to buy stuff. But the challenge is, you know, people always can, they can price compare real quick, right?

They're like, oh, I don't, and also as the, the, the, the person who has a product, you have no control over that, that process at all. You just hope, you know, they call you . Yeah. You put a billboard up, you pull this up, hey. Mm-hmm. You know, you sit outside, wait. Yeah, you sit out, wait, you know, and see what happens.

So I think, you know, when we talk about like the hook, you know, when you were kind of on Instagram and Frank Kerns Got you. That's called the interruption advertisement strategy. Right. And basically it's what commercials are about, right? They, they do something quick and like five first five seconds just hook you like something crazy, you know, like you see, you know, a person falling off or you have a celebrity, you know, talking about crypto or something like that.

You're like, what? What they talking about? So now they grabbed your attention cuz you were doing something else. Yeah. You know, I'm doing my thing and we talked about this, Gary V is all about like the attention economy. And so they grab you and then now you're watching it, and then now they gotta provide some value or entertainment in that, that time they got their attention.

And if they do, then you got, they got you, they got you. Then they'll put you in the in the funnel and you buy something. Yeah. 

Mr. Benja: And I think this is a good time to kind of explain so for a lot of you who are going across the internet, you're jumping through Twitter, Facebook, whatever, social media, even on YouTube or, or heck, even the little five second intros they put on DVDs or whatever, you know, Hey also from Paramount, watch this.

And you're like, ah. So they've got a process that they go through. It's a classic process known as ada. You go, and you'd probably be a better person to give a rundown to this, but it's a classic sales funnel. And what they want to do is basically get you into the whole advertising. . So they want to get you into the scheme and advertising is the primary way of doing that.

So let 'em know a little bit of how it works, I think cuz there's a bit of discussion there. 

Theo: Yeah, yeah, yeah. So yeah, so to your point, A is just an acronym just to kind of think through the, the process. But it stands for a, stands for attention, you know, that hook grab people's attention. The next is interest.

You know, why, why are they watching this? What's the interest in in this? And, and then D is desire. So now you're building desire. So if you're, you know, either telling a story, interesting story, a funny story, or something that's gonna build, Hey, you know what, I didn't, I didn't, I didn't need this, but you know what, now I want it

And, and so now you building up this desire that they have to do something and then you gotta give 'em something to do. You gotta give 'em an action call to action. Ace the last a stands for action. So a first, a attention second I. interest. D for desire, A for action. And that's the format of every kind of thing you see on Instagram, Facebook, you know, watch it, you'll see it.

There's a, there's a hook. , you know, it grabs you in that story. There's an interesting part of it. So, you know, you talk about that Frank Kern, I'm assuming, you know, it was a hook. What was it like? You know, do you wanna make a million dollars in like five days? Or, I don't know what the hook was for you, but it, it was something that got you to pause for two seconds.

Mr. Benja: Yeah. I can't remember it. He has different hooks all day. 

Theo: Yeah. You wanna catch you. Yeah. I'm trying to think what hook got me recently. So I've been watching, you know, a lot of Alex Hermo and he's always come up with some different interesting hooks. You know, it's like, you know you know, I made a hundred million dollars, you know, my business is in four years.

You like, what , how did he do that? He's only 20, he's only you know, 30 something, 34 years old. What do he do? And so now got my attention. So I stopped the scroll, you know, on mm-hmm. on Facebook or YouTube or whatever. And then, you know, now he's, he's providing value. He's telling the story. When I was, you know, a dumb ass, 29 year old, you know, I didn't know what to do.

So I read this book and this book, and I did this. Now he's telling you a story. And he's like, wait a minute. , you know, so he was like me. I didn't know he's building up like, oh, he's not that as much smarter than me. So now he's building interest in me. Right? And desire is like, I could be like him, get a hundred half a million, a hundred million dollar business in four years.

Yeah. And then he is said, okay, now for him, he say he has nothing to sell, but you know, . But generally he's selling himself, you know, that's why he says, follow me for more. So now you're like, oh, this guy is talking good stuff. So I'm going, my action for him is to do, to watch him more. So I think the ADA model is really kind of, it has to, it has to be cuz it, it, it really draws people in.

And then we all been, you know, gotten by it. I mean, it is just what it is because we all have desires and interests. They, they're gonna grab you one way or another. 

Mr. Benja: Yeah. I think a classic one, you know, that got me, and this isn't even, this isn't even recent, but I'm bringing it up because I just saw the Joe Francis documentary and.

it got me a p o max. I think it got me thinking about how that advertising and marketing came out. Joe Francis, he's kind of been a bit of a scummy guy doing a bunch of ratchet stuff back in the day and had a lot of Hollywood friends, but I didn't know that any of this at the time. And I was in, I, I think I was in college the first time I saw one of his ads.

But you're sitting down just watching tv and it was like afternoon-ish, I don't wanna say daytime tv, but af late afternoon-ish TV was kind of chill and kind of tame cuz you're just getting home from work or whatever. And all of a sudden this big porn style warning comes up on your tv. It's like all black background, red letter.

Warning, what you are about to see is, and you're just like, holy crap, what's going on? And that was the attention getter. And I swear that voice, that text, that lettering it got you when it said warning, cuz it seemed so serious. And then right away it clicked off and flipped to this beautiful, bright sun shiny beach.

You know, girls in colorful bikinis running around, guys are just, you know, you know, laughing and playing and joking. Everyone's having a good time. And it's like, it's girls going wild. And you're like, wait, what? And of course you're kind of interested in like, what is this? And why would, why are there girls going wild?

You just didn't un know and understand. So you're interested and it's catching you in. And if you think about a funnel, this is the whole process. You know, you get a whole bunch of people in at the top and then you kind of get people down and down, down. And at the bottom of the funnel is where you hope to get the sale.

So this is the whole. Idea in your head about a sales funnel, but yeah, you got their attention with the warning. Next thing you know, there's color people on the beach running around, girls going wild. You're kind of interested. And then it starts to transition from interest to desire where it's like, Hey, don't you wanna know what it's like at one of these parties?

Don't you know what this could be? Don't you know what happens? A censored baby, I can't show you all here. It's crazy, but I can't show you here. And you're like, man, I kind of want to know what they there aren't gonna show me here in this, in this commercial . And then the very last, like two or three seconds, it's like, all right, quit playing.

Here's the action. Go buy this dvd, v d go to this website, call this number right now. And then it goes back to the black screen with like the phone number flashing or whatever. Dude, those things. You, you, you saw 'em, right? I 

Theo: know exactly what you're talking about, man. I, I didn't know when we did the pre show prepare preparation.

I know who you're talking about, but now , now you're talking. I know exactly about the Girls Gone Wild Series, especially late night. If you've been a, a, a young man of a certain age, you remember those what pop up, all of a sudden you're like, Hmm, I'm intrigued.

I like girls and girls going. Hmm. I might be interested. So he definitely built that desire as a young man in a certain age then. But I, I think that's crazy. You're right, man. I, I never thought about that. But all forms of commercials or DVDs or infomercials use the same model. Right. And, and to, to great effect.

And I think you know, is, is is something that I'm kind of learning more and more of as I'm doing my research, and this is how it always has been. You know, even in print, they even got stories of how they hooked you in print with like, you know, headline at the top, you know, interesting pictures. You know, I got this one guy follow I can't remember his name right now.

He has a copywriting course. He shows you some old advertising about a monkey. You know, they will, they will sell you a monkey in the mail and had a picture of a little monkey on someone's hand and that you, you know, so you're reading a copy, right? The words, but then your, your, your eyes still drawn to like, hmm.

I think I won a monkey in my hand, , you know? And so it's like, that is interesting, you know, so the copy is like feeding you, you know, desire to want a monkey. Cause because I don't know if you remember back in the day, see, you know, we, we were telling the age again, but you, I can't remember what magazines were, but remember there was be be at the end of some of the like common books or some of the Yeah.

Comic books. Especially this would be these things where you could like hear some X-ray glasses. You buy these X-ray glasses, you could see through walls. Right? Okay. And you would be like, I want X-ray glasses. Right? And that was, that was just in print. So it's kind of like the internet is just, to the next level.

It's not like this is anything different. It's all psychology. And so I think advertisers, you know, know how to kind of, and you know, and, and once you kind of know the dark arts, you know, it, it, you know, it kind of makes sense now. And you know, not saying you can protect yourself cause we all got desires and stuff, but it does make you aware of like what they're doing.

Like you just said. You know, this is all you know, burnt . This is all Bo burnt Toasted boy. Yeah, toasted. Thank you. Yeah. Burnt toasted . I'm toast. I'm, I'm toasted. So this is all toasted. Cause they just, you know, they're using these same kind of techniques over and over again. And yeah, I gotta check out that Joe Francis documentary.

I didn't know it was he, he got some crazy stuff, so yeah. . 

Mr. Benja: Yeah. I mean, well, to be, to be clear, the documentary is about how he kind of was never really that great of a guy and , he just started exploiting people, started exploiting things and found ways to, you know, bump himself up and became part of the Hollywood Elite and everything just by, you know, pedaling smut, basically.

Mm-hmm. Without, without paying anybody for it. But anyway, that's the, you know, that's kind of shady, but 

Theo: no, anybody goes into like the dark arts, right? Advertising does have a bad name. Right? I mean, it is like, you know, these guys, you know, they feel like they can manipulate you and, and get you to do, you know, buy something you know, using, you know, Time, time mourn principles that, that always work.

And so heck, I mean, these are in the Bible, man. You know, Jesus was selling, you know, the gospel this way with hooks, you know, telling you parables, stories to build interests. Right. You know, he got, he got, you know, he is walking on water. Get your interests or get your head. Oh, he grab your headlight. Is that, is that, is that somebody walking on the water

So now you like, what's, what's that about ? Or, you know, what, what's the first thing you said to the, the disciples? He said he said, come with me. You know, I'll make you fisher fishermen. Fishers of men. Fishers of men. And you like, they like, what? Oh my 

Mr. Benja: God. Hold up dog. You're telling me that he was. The number one guru back in the day, telling people how they could get 10,000 followers on, on the , on the Babylonian version against 

Theo: ultimate marketer, man.

They call it evangelist. They call it an evangelist, but yes, that's, that's, he was the ultimate 

Mr. Benja: man. Fishers of men get 10,000 followers in a month. Same thing, same thing. 

Theo: My brother. Same thing. But, but, but more importantly, he, you know, he used, he, he met them where they were at. Oh, see, we about to go into a prescription.

He met them where they were at cuz they were already fishermen, right? So he just took the same terms. Instead, instead of you just be a fisherman, you could beat fishers of men. Oh, 

Mr. Benja: oh, . That's, Hey. And you were, and you were asking why is TD Jakes hooked up with Grant Cardone?

This is Golden baby. This is 

Theo: Golden. Yeah. Yes. Anyway, so beyond all that, I think advertising is very interesting. Right now, I would say this man, there's so many different pathways we can look at it. I, the third one, 

Mr. Benja: well, how much money, how much money are we talking about? Cause I don't think people understand the depth of like, how far this goes.

They think it's annoying, but this is really the business model, it seems. 

Theo: I mean, it's always been the business model. I mean, you know, to kind of grab people's attention. I mean, you know, we can go this in several different ways. You know, the a TV advertising, you know, has been huge forever, ever, you know , know, it's definitely been one of those things that's been up there.

I would say you know, let's look at, let's look at like internet advertising, right? Okay. So the big two are Google and Facebook, right? And so I was kind of going to this earlier when we talked about like search. So, you know, Google is number one in search, right? And they are really focused on that. I'm gonna talk a little bit about why they feel threatened a little bit by chat G P T in that respect.

But Google is making roughly about you. 50, 54 0.5 billion total ad revenue coming to Google, and that makes about almost 80% of the company's total revenue in one quarter. That's crazy. So basically, yeah. So I mean, you know, what's that? 50 times? So it's, that's that's $200 billion in ad revenue coming to Google.

Cuz you know, how they make the money is, you know, the Google ads are basically a search, you know, terms keywords. They, you know, you can own a keyword, but they make you pay for it in an auction based system. So depending on how many people, you know, advertise, buy up, that cost for that keyword, they win it.

And then now you're paying, you know, all these costs to get people to kind of, you know, come on top of the search engine for whatever keyword you buy. So they said, I read somewhere that there was like the majority of the keywords are like travel you know, just basic stuff that, you know, people always search for.

Travel, what was the other one? Restaurants, it's like, , there's certain key words that they make, like about 75% of their money Google. Yeah. And so it's one of those things where they're kind of like, you know, they just, I mean, and they have like a 91% market share. Unheard of. I mean, this, this, this Google you know, created, it was genius.

What they created back in the day was this search engine that was needed because the internet was proliferating with so many websites. How you find them and then they, based on the system, and you probably go into this a little bit more, but based on the back links, right? Like what, who refers to that, that website.

So it's more reputable. So the more reputable that website seems by people who referred to it, then Google puts it higher ranked up. So people just big story by how people did with SEO trying to get top of, you know, page by all these back links and all that. But then they stepped away from that and they just said, you know what?

You know, let's create this ad system . So, and I think Yahoo did it first. I can't remember. It wasn't. . I don't I think it was Yahoo. Someone came up before Google did, but they just perfected it. Right? They just took it to another level. Yeah. Yeah. And that's, this is their, this is the golden goose for them.

They do not, they, they can do all of the stuff they do right. With Android. What is it? You know the moonshot stuff, projects they do, it don't matter. This is the one that makes them billion. We just said 200 billion a year in just advertising because of that. And so search is huge. Because it's, it's intent, right?

People who are searching are more likely gonna buy something. Yeah. And so as long as you can control that, it's almost like you control the front door of everything people wanna buy. And so now they're taking a piece of that and yes, you got Amazon has, they said they can do some stuff like that and other folks, but it's really Google.

Cause everybody goes there and search. 

Mr. Benja: Yeah. So I just did a, just a check. I did a search for chicken. That's one of my. Words I use on the internet. So I just search Google for chicken and like the first thing that comes up is how Rays of Chinatown apparently they serve like some of the best Nashville style spicy fried chicken at Holand rays in Chinatown.

Never knew that, but now it's stuck in my head because Holland Raye sounds crazy. And next time I'm in Chinatown I'm like, Hey, Holland Rays, I might go to that place. Their advertising got me cuz I searched for chicken. You know, it's funny like, so the search based text is one thing, but now I, I think they're, it's, it's like, like you mentioned chat, G P T we're moving into something else, man.

Something's wildly different. Things are changing. Since Bezos left, you mentioned Amazon. Amazon started changing up their advertising policies and their ad money is, is really starting to become, you know, a big profit maker for them. Because now if I search for. Something, I, I might not just see a list of the best products.

I'll start seeing sponsored products and, and you know, that's really slick how they put a sponsored product. Once again, like Google, you have to bid for those sponsored spots. You have to say, well, somebody's searching for, you know, a wrench or a, a power drill, you know, black and Decker might say, well, crap, we want to be the biggest power drill people out there.

Let's put ours up front. Let's pay for that word, power drill. Whenever anyone searches for it, we wanna show up. So they're doing that. You've got, you've got Twitch, which is, you know, pumping ads at people all the time. So I don't have the numbers in front of me, but I think at some point they started making a big switch and the numbers are starting to come out, how much a Amazon is really making off ads too.

So, I mean, that's another 

Theo: angle. Yeah. I mean, you know, and so I read chattery, have you heard of that newsletter by Ben Thompson? . So, yeah, I subscribe to it. He, he breaks down a lot of this stuff and he just says that you know, Google's. Kept this moat for so long, you know, when people thought mobile was going, you know, people was like, oh, we can just bypass Google.

Or no, first it was, you know, desktop, you know, oh you know, we safari or you know was it inner Exploder or Explorer? Excuse me, . We're just gonna own, we gonna own a own 

Mr. Benja: internet. Exploder. It doesn't work. My computer crashed. Blue screen. Darn new Exploder. . 

Theo: So as you, as you know, you know, Google fought that too, right?

Because they had the best product, right? And then when mobile came up, people was like, oh, we're just gonna bypass. Apple owns that. So Google, you know, came up other ways to kind of, you know, they own, they, they own maps, right? And so they can do local search, and then they also did they got Android. You know, Android is number one in the world, and so that they kind of own that user experience, so, mm-hmm.

Google's always fought tooth and nail to keep search relevant, even as we go on to different platforms. So this. chat. G P t is almost an essential threat because let's be honest, you do Google search for something, you're really looking for, number one, you get like a, a whole page of ads. So you got scroll down, you, you know, beyond the ads, which are people who are bo who are sponsored to, to show you at the top of the page.

So you got scroll down and then you get like 500, you know, options and you don't know which ones are relevant, you know, story for you to look at. And so everyone knows a product is not as good as it used to be. And so, you know, I think we're getting to the point now where it's something like a chat G P T where you can type in you know, simple request and you get an answer.

You know, now the answer may be right or wrong, sometimes depends, you know, chat. G P T is still learning. But I think that's refreshing and that's probably why chat G B T took off. I mean, you know, Because, you know, you put an answer and you get an answer back. You don't get a bunch of links to the things you gotta search for.

It's like, you're like, it's like Google now is like you, you're searching for something, but then there's an added search, you know, to go find out what you really want. Even when you and I were preparing for this, you know, I was searching stuff, I have to look through. I'm like, I just want the answer.

You know? How much money did Google make ? 

Mr. Benja: Yes. Did you see, did you see the Microsoft being when, when they purchased when they, they purchased their big steak in chat G P T a little while ago, it's like 49% spent. Yep. Yes. Spent, spent a huge amount of money doing that so they could jump ahead and then just recently they unveiled their, the way the new integrated Bing and Confess.

Disclaimer. I've been a strong beam user for the past 10 years. , are you serious? Yes. Aw, 

Theo: now you come out the closet up now you won't admit it up. Come out. They got, now they hot in the streets. Now you gonna say, yeah, I've been, I've been rocking since 92. 

Mr. Benja: Hey, I will, I'll show you my Microsoft rewards points that I get because they pay me for shopping on Bing.

They paid for search on being. I 

Theo: saw that. So confession. Because of that, you know, cuz so confess to confessions, really? I'm a paid check G p t user now. I'm using it for, yeah, I went ahead and paid the $20 just to leverage it to do, you know, some things I'm doing and then. When Bing made this announcement, I said, okay, lemme go ahead and download the app.

And I I tried to download the what's it called, edge Is it, is it Internet Edge? The, the browser. It messed up all my settings on a computer. . 

Mr. Benja: Cause I, Microsoft, yeah, 

Theo: I, I, so, so I would, would've opened up my browser and it would automatically show up and just, oh no, I did Google 

Mr. Benja: Exploder strikes.

Theo: I had to turn off the Chrome brow, the Chrome extension and everything. Kinda like this is messed me up.

But yes, I do want to go ahead and jump on it cuz I wanted to, you know, experience it and see cuz it does seem like a better experience. They just made announcement the Integr. So you'll be able to ask a question like you do chat g p t, but because, you know, everyone knows that chat, g p t could be faulty sometimes they're gonna put links to, you know, reference, you know, in on the internet, what sites they go to.

And I thought that was like genius. I was like, that's, that's the best of both worlds, 

Mr. Benja: right? Yeah. So, so for those that didn't check it out I just give a quick rundown of how this could work. So, you know, you're thinking about search versus asking somebody something. So, and it, the distinction may not be that clear to you, but let's say you go to your search bar and it says, ask me anything, kinda like the old Ask G site, which is ironic, but you go to, go to being, it's like, Hey, what was the what were the quarterly results, you know, last quarter's results for, for Google?

And it starts to give you a num numerical breakdown. It's like well, what did they think was gonna be their big profit maker in the next three quarters or next four quarters? And then it could actually go through, it's reading the docs in real time and parsing all this information out with questions and everything else, and it's giving you back an answer.

So you could, you're, they're sitting here having a discussion like, okay, well if that's what it got for the past three, the next three quarters, they're, they're projecting what was the, what was the sum? How was that based on last year? How does that, how is that improved? Well, from last year we had this much, and now we have this much, and it's a, you know, 40% increase in spending on this and that, and that.

Oh, okay. Where do they expect the losses to come from? And this is the information that you want to get out of a report, but you don't feel, feel the need to spend all this time reading it. So now you can just start asking Chad g p t. Now you can start asking just random questions and. My, I'm, I'm, you know, we're older.

As I said, I'm still stuck in the, I wanna search for something that's gonna give me a link to something. I'm still not naturally thinking about asking a computer a question. Mm-hmm. in such a way, it's just not natural to me. Mm-hmm. , I'm thinking about kids that are coming up with, you know, TikTok and all this stuff, and the ki a lot of the kids, like we said, TikTok was becoming a bigger search than a lot of people expected.

Mm-hmm. , it's like, how is that even possible? Why, why? Why would you go to TikTok to search for anything you searched for a LA food and it's gonna give you TikTok of people talking about, Hey, I just stopped at this LA food joint, da da da. It's great. Hey, I just stopped at Rocos Chicken and Waffles. It was great.

And I went to this other place. Don't go to it. It's booty. Here's my TikTok about it. And that's how they're getting information from real people. In fact, people will jump in the dms instead of going to Google and ask me questions, Hey, where do you think I can get this and that and that, and I'm thinking, Haven't you gone to Yelp?

Haven't you gone to Google? Why aren't you searching there? Why are you asking me? I won't get into the reasons for all that, but it's what's happening. So now this chat g p T thing is becoming more interesting where I don't know anybody that could answer questions about like the Google you know, sales report or financial report from the last quarter.

But Chad, g p t can answer that question for me. 

Theo: Yeah. And so, you know, I think this gets into why this is threatening to Google because Google's supposed to be the AI leader, right? They bought d mine, they've been working on this stuff. But I think the challenge with Google is that they're making so much money on the way things are now.

We just talked about that. Yeah. There is no, I. for them to create a chat bot that works that well. Right. You know, because they're making so much money. And so that's why everybody's kinda like, you know, what you doing Google? And, and they released some crap recently. Not crap, I would not say that, but they just released, they put us together.

They did create some kind of PR event after, you know, Microsoft made this announcement. They've been getting lot of momentum. And Sam Altman is like, you know you know, touting chat, GT's function, but even Microsoft admit, The stuff we're doing is pales in comparison and quote unquote what Google has has done right.

Or is doing. Yeah. So Google put together and rushed this, you know, I guess press event. Mr. Benja, how did this go? How did this press event go from Google in the response to this ex existential threat coming from chat G B T to their business, their core 

Mr. Benja: business? It's as if they tried to install internet exploder in real time.

During this thing. Here's a, here's from npr. Even Google Shares drop $100 billion after its new AI chat bot makes a mistake, man, they got, they got a picture up here, the Google headquarters, this lady out front just looking sad. I'm like,

Theo: Oh, that is hilarious. Hilarious. So it's like, we've 

Mr. Benja: got, we've got the best ai and then they point at it and it makes all, it makes these AI mistakes and. it. It's not like it was that bad, but when you have, you know, a coup, two close competitors or three close competitors, it's like, oh, well. , we're just gonna go look at the other guys until you get your stuff together, Google.

Okay? We'll be back in a bit. Minus a hundred million for you. A hundred billion for you. 

Theo: Well, you know, and, and again, this is the, what they call it, the Innovators del dilemma, right? It's like when you making so much money from your core business, it's really hard to disrupt yourself. , you know, it's almost like you have to have the competition to do it because, but even then they're, they're like, you know, cuz if they do create this chat functionality, how do, how do they incorporate that into you know, their, their current model whereas the, the keywords, right?

And then, you know, people are paying for these keywords to kind of, you know, put the top of the page. So I think you know, I talked about Ben Thompson Sze, but he talked about, well, you know, what if people just own a search topic, right? And so, you know, then in the middle to say, Hey, you know, here are some things to look at in links, you know, from a advertiser or something like that.

So they could absolutely create some advertising format and chat G B T. Yeah, eventually. But, you know, there was no incentive to do so. . 

Mr. Benja: So, so, so you're saying, so you're saying somebody searches for a financial report and you could say like, you know, find out more from forbes.com. Yeah, good point. Yeah.

Forbes, something like that. Yeah. The people who paid for the. 

Theo: Yeah, yeah, yeah. I paid for the search. Or 

Mr. Benja: or even if you cite, even if you start citing references saying, Hey, these are the references I cited. Maybe they go search Fortune or Forbes or these certain sites first. Yeah. 

Theo: And the ones that yeah, that well, but that would make it kind of crappy then, right?

Because now you're getting paid. Yeah. So do you want them to have the best information? But then maybe the links will like, lead them to your site, your what you're buying, cuz you're, you're paying for this search, you know right. This search term. And so I think, and, and whatever they come back with the answer they come back with it says, Hey, you know here's where some of the places I cited, and then I like what you just said, maybe sponsored by, or you know, maybe it could be something along the lines of or before you even put that search in, you know, say this is sponsored by Forbes or something.

I don't know. But, well, there has to be integrated a little bit more seamlessly than it is now. Well 

Mr. Benja: the, the reason I brought up sighting, sighting information and that's like, you know, footnotes or, you know, I got this information from whatever site is because all of these items work on data sets.

Mm-hmm. and, and don't sleep on Facebook because they've had AI stuff going on for ages. I don't know if you've ever looked into their little Facebook developer resources or whatever, but they've been making AI generated videos. They skip past the, the pictures and they started making videos. So they're off to, they're 

Theo: off doing some, oh, yeah.

I mean, at one time I looked at how many data scientists work at Facebook based on LinkedIn profiles. It's, it's, it's, it's, it's thousands through 

Mr. Benja: thousands . So, so take the chat. G p t tech, right? Or the, the data mining tech. And basically what it has, you have a, an AI system and it starts learning from a set of data and figuring out how to create answers.

if you got the New York Times or the Library of Congress, or you know JP Morgan Chase all of their banking records and they set their AI to learn all this stuff, and we'll go back to our forbes.com or Forbes Magazine, you know, articles. They've just got articles that they own. All they have to do is put the AI in their archives and they could start saying, you know, well, hey, what is, you know, what is the outlook for Google?

Or whatever, and the, the AI could return back. Well, based on the information that we get from Forbes, here's what we know. And it could start giving you those same type of answers as if it's only dataset was from everything that Forbes knows. Mm-hmm. . And if you've ever seen a stack of magazines or a stack of research data from any.

publication or organization, it's huge. So, and it's focused too. Mm-hmm. , they've just got libraries of this focused information and now suddenly they have AI systems that can parse through it. So I think that's still valid. If, if you, I mean you can close off your, your data search and be like, look you could ask some random blogger on the internet and search his data, or you could search all of Forbes and, you know, they may pay for that.

Licensing. Licensing, right. To only search through Forbes data for your AI answers, which is 

Theo: interesting. Mm-hmm. , well, you know, there's people coming up with some like chat G P T functionality for your data set. So you can actually incorporate that in, I guess, web crawl or crawl through your data set and, and, and come up.

Interface for you. So there's already some people building that out. I would just, you know, kind of going down a rat hole of AI real quick, but it is, it is transformational and, and is also insightful from the search aspect of advertising because it's just gonna be probably fundamental to change how we view search and how advertising is gonna do use it.

But I would just say these two things. Number one, I was listening to Scott Galloway and car, car SWER, their pivot podcast, and they talked about this recently. They think it's gonna be a commodity because yes, you have, you know, chat bt doing this and you have Google doing this stuff and you got Facebook.

But then it's almost like, you know, they're all probably up against the same kind of technologically limits of how fast the ai, because if you have an ai right, why couldn't the AI. , reverse engineer the other ai, right? And, and become better. Mm-hmm. . So it's almost like, you know, it is almost like, you know, no matter what you build in your model, you know, your mo the AI can figure it out over time and they just get better and better.

Now, the challenge is, are they gonna have safeguards to protect the ai, right? Around biases around not trying to kill us in order to the human race in order to fulfill their ultimate programming goal. , you know, yes. My goal is to, you know, deforest, you know, this, this, you know, take away the trees, but you know what, my ultimate goal is to get rid of all trees.

And if a human's in a way just kill 'em. So, yeah, we don't want to come to that conclusion when you come up with these learning models. But anyway, so I think what are your, what are your thoughts on if it becomes a commodity? And then next, the other thought is, , they had mentioned like, Hey, you know, right.

I think it's gonna be more AI assisted work. Right? It's like, you know, it's gonna make us more function, we'll have our own ais and we can kind of use them to do things like search or ask 'em questions so we can be more pro productive. And we may see a rise in productivity, which means you know, we're probably gonna see a rise in the stock market again, because in the nineties with the internet, that's what happened.

You have more product productive workers. They you know, you, you can do more. And now you're gonna see a rise in, you know revenues and, and, and all that. So, so what are your thoughts on just it being coming a commodity and the other thing, our own personal AI assistant? 

Mr. Benja: Well, I think the, I think we've pretty much been trained to have our own AI assistant, so that's coming.

To me that's interface level. You know, you're, this technology is valuable, so it's gonna be used somewhere. What kind of interface will it be? Not totally sure. , know, are we gonna be, you know, talking to a Star Trek, like quote unquote computer, like computer, Hey, give me this Alexa, blah, blah, blah.

Hey, Cortana reinstall internet exploder. It's, it's bugging out on me. Whatever the interface is, it'll be some type of interface, or maybe it'll be not much of one, right? Where it's just, it's just trying to be transparent and do things in the background. But as far as commodification goes, I think the, the moat around the castle that these guys are gonna be creating is, is is gonna be based on data sets.

Because as I said, like if, if Forbes, New York Times library of Congress, Mayo Clinic, whoever has all this data sitting around, . It's like, yeah, I'm gonna run the, run this algorithm, run this AI system on my data. I can give you the best answer because I've had, you know, decades, maybe centuries worth of data compiled that tell me X, Y, and Z.

You don't have this information. Your so-called expert may have gone to school four years here, but you know, I don't know if you're ever, you know, you, you talk to doctors when, when something comes up, you know, they're like doing a examination. They're like, okay, well come back tomorrow and we'll do a follow up and blah, blah, blah, blah, blah.

And then the doctor runs off into some office with books and we're like, holy crap, I've never seen that before. And starts flipping through his book, Starts, starts flipping through his books and calling his, calling his friend, and he's like, Hey man, I'm, I'm gonna send you over some x-rays and some blood work.

This, this is crazy. I, I'm not sure what this is, you know? Yeah, yeah, that's true. It's like the, you know, an AI system like chat, G P T and calling it chat. G p T is so, such a, i, I don't wanna call it minimalizing, but it's like, doesn't, they don't wanna call it ai overlord.com or whatever, . It's just, Hey, just chat with me.

But having a system like that, going through medical records, it could be like, well, you know, we've got 17 cases that fit this profile within Florida alone. But if you look at cases from Alabama, you'll find that it's much more skewed toward women and blah, blah, blah. You start, you can start asking the computer all these questions, but.

The commodity stops at the technology and extends to a, you know, a more proprietary technology when you're talking about Yes. This is the data set from the Mayo, Mayo Clinic. Gotcha. 

Theo: Yeah. This is the, so the technology itself will be a commodity, but the, the, the, the thing that's fueling it is really the, the gold, right.

The data set that the, you're feeding into it. I agree. I think that's gonna be the differentiation. Are they gonna be calling more verticalized chat, G P T functionalities? 

Mr. Benja: Yeah. It's, it's like, you know got the printing press, okay. After a certain amount of time, everybody can figure out how to make the printing press.

What are you gonna print? And these, these, these guys called the church, they're like, well, we've got Bibles. Mm-hmm. . And it's like, oh yeah, everybody wants bibles. I mean, well, I, I 

Theo: read this article that had me kind of weirded out because they were like yeah. You know, so, you know, these, these AI researchers, they're like, Hey , know, if we notice any type of deception or misleading in the ai, we shut that down.

We shut that down. I'm like, wait. , are you seeing that already? . Mm-hmm. . So I'm like, what's going on in these researchers? Laughs man, these AI are lying out here, man, trying to get in the streets out in the internet, man, trying to Rick wreck some havoc. So I re and I say that because it just reminds me of a TV show.

I always bring it up when we talk about ai, but it was such a, a great case. Your, your boy Nolan, and he creates this show. Man, this, I'm drawing Blake now. I always, I always think of with the about the ai, it was called Samaritan and person of interest, that's what it's called on CBSs little kind of, you know, basic TV show.

But they all, they got the ai, right? And they had this scene where the creator of the ai, he saw the the AI starting to get dangerous. It was like starting. He said, why'd you lie to me on that? Because he's, oh, shut it down. He shut it down. threw it off. Get to , 

Mr. Benja: unplug it, unplug it, 

Theo: unplug it, unplug it.

And so to, in his mind, he created the AI system to only provide one output, which was like a, a, a, a social security number or something like that, so that they could, you know, and they had to, the human element had to figure out what that social security bit was it, someone's going to do the crime, or the crime is going to be done on the person.

Right. It's gonna be victim or, or, or the criminal. And, but, but he said he always wanted that human element because, you know, the, the, we didn't want the robot to the AI to have total control of that, to make that final decision. And I was like, man, that was genius. And and that's your buddy from Westworld.

They create that show. So I think. Yeah, you had to watch. It is, yeah. That's a procedural, so you gotta go through a lot of fluff. But there's some great episodes, and I think I, I mentioned this before in this pod, but there's, go to the internet and just they tell you what shows to watch, what episodes to watch, but it really is a breakdown of how AI kind of works even now.

And then they had a alternative AI system, which was wide open. They called that. And that was trying to take over the other AI and they were battling out. Right. It was kind of interesting. Mm-hmm. , because I think that, that, that's what could happen as well. So anyway, so, you know, we went down a rat hole as AI stuff, but ultimately it's about advertising and how it can be more effective.

And, you know, one thing use case for chat G P T now is, you know, people are creating, you know, more copy, you know, they're creating more headlines, you know, because it's getting, you can prompt it for create compelling headlines, you know, for, for different things. I mean, I, I put that on my YouTube channel.

I'm doing the same thing, you know, create, you know, some interesting. Headlines or create, you know, some initial copy and then you can kind of tweak it a little bit. But it's, it's, it is almost like a prompt, right? It's giving you some better ideas a little bit faster. Yeah. So you can just put so much more content out and I think that's the first use case for it, really in the marketing space to grab people's 

Mr. Benja: attention.

Yeah. Just the idea of talking it out, like when we talk stuff out, you know, I think you know, we've gotten into a rhythm where we generate ideas faster cuz we're bouncing 'em off each other. Good point. And that's a, that's a classic thing in, in any business, right? Just, hey, get it, get it around Some people let sunshine on it.

Air it out and ideas come up. So yeah. Advertising though, it's everyone's kind of an advertisement. I think this is part of the reason why this topic was interesting to us because I'm on social media. Everybody's on social media in some way or form. We're all becoming our own little media companies and advertising's a big play there.

So I'm like, I'm at Mr. Veja. You're at the real Theo Harvey. It's, it's a thing and the, the, the separation between us and advertising is going away. It's just kind of becoming something All of us do, and all of us are right. 

Theo: Man. You're right, man. And it's like, you know, I mentioned, I mentioned Alex Homo, and you know, you and I, I mean, if person has nothing to sell, they, they're in essence selling themselves, right?

Mm-hmm. and, and becoming more of an influencer. So, and you know, and that's ultimately leading to something else that he, that Alex Homo wants to sell, which is more businesses coming to him for his deal flow so he can, you know, put money into them and have equity. So he is selling you something, right?

what is, is, is, is a second order kind of sell, as opposed to like, here's a ebook or here's a, here's a device. So I think, you know, we're all selling something to your point, even if we're not selling anything, right. You know, more views, more eyeballs, more interest, people loving us, more likes. So I.

And, and I, I was, I was hesitant to do any of this before. We talked about this before. I think, yeah, you inspired me when you kind of start putting yourself out there more. But really it was just like, it got to a point where it's like, you know, this is, this is the way it's going, and you gotta jump on the train or you're gonna be left behind and, and, you know, so, and, and you know, you people are becoming millionaires over this stuff, man.

I mean, just like you said, dms and it's, it's amazing. You know, people got a couple of thousand followers and they're making pretty decent money, just, you know, talking on the internet advertising themselves and their products. So yeah, it's, it's, it's where it's going. And so I think, you know, people need to be aware of the fundamentals.

Hopefully we kind of discuss that today. And then, you know, and then also, you know, the Super Bowl, like where, where, you know, those are the big ads, right? How they kind of get you. So everything in between. Hopefully that was an insightful conversation. But anything else, Mr. 

Mr. Benja: I'm just wondering, are you gonna get any, are you gonna get any clicks when you start talking about the Super Bowl?

Because you're gonna use the Super Bowl advertisements to advertise whatever you're doing. In fact, we're kind of doing that right now. Oh, gosh. It's so meta

Theo: man. You know, this, this levels on, levels on this show, this man. So, you know, we, we can pretty much start doing ads on this . We can have our own ads and start to, you know, promoting our own products on this eventually. But but look, this, look guys, this is all about just, hey, if you like listening to us, you know, this is, this is what we're about, man.

We're trying to give you guys the, the real deal, you know, story behind this. So eventually we'll have some more insights coming your way. So, Mr. Benja, man, anything else? What's coming up this week for you? 

Mr. Benja: This week, man, you know, last, last, I was supposed to have my book completed. I was supposed to be finishing it.

I'm, I'm hustling a way to finish this thing right now. I told you I scrapped the last one because I didn't scrap it, but, , he got way too big and too good for me. So I said, what can I, what can I get out in like a week and a half? Well, I got, I got really into that book, banging it out, and then something happened to me.

I, I now know what it feels like to drink bad Ginger. Hmm. The, so I had, I made this ginger tea, right? And I, which I do, I've been doing that for a couple years now, and I'm like, man, I just feel funny. Ugh. I better go, you know, I better chill out for a bit. I better have some more ginger tea , you know. So I had like a, a picture of it, man, and I just kept feeling funny.

I'm like, I think I felt this weird feeling before. And I looked into my refrigerator, I had like a slight headache and I was just like, what's going on? I'm looking at everything I've been eating for the past week, and I'm like, did my ginger get funky? Thought I had funky ginger. So I threw out the tea. Just ate whatever else I wanted except the tea and I got back to normal.

I'm like, man, I got bad ginger. So anytime you make ginger tea, check your, anyway. Yeah, tea messed me up, but the book's coming out real soon. Bad Ginger will not stop my book writing. Will not stop my advertising. Follow at Mr. Ginger. Love it. Love it. . Yeah. That, that's what's been going on last week.

Call to action. 

Theo: Let's end it with that. Yeah. Love it. Yeah, man. Same here. Just putting more content. Matter of fact, I'm doubling down on content, man. Yeah, I was so, you know, I'm on this coaching call with this Ryan Guy and you know, just listen to his story. And I was just talking to his his videographer and he said, yeah, this guy, you know, like I, I always tell him about this.

He was basically a nobody, and that's got 2 million followers. And he just said he just, you know, put more content out, was consistent. and, and got his views up and eventually he found something that that kind of worked. So I'm gonna do more of that. So I already told my intern that we're gonna hire you know, we're gonna hire another VA and to take over some of her stuff so she can do more so we can just put the pedal to the metal man.

Cuz I'm gonna be putting out like two shorts a day. I'm gonna put. Three long form videos. I'm, I'm, I'm about that, about that life, man. Cuz I, you know, I really wanna, yeah, I gotta get these numbers up, man. So, you know, I got a goal to get the viewers up and for my personal brand, but also for the business.

I think long term is just, it just makes sense. So that's kinda like my vision and then also leveraging some of the stuff to kind of feedback into, you know, have an email list and, you know, we wanna do some stuff in the funnel there. So, yeah, so man, yeah, it's, it's interesting time, man. I mean, you know, I think we just had to go back to fundamentals.

I mean, I think the world was crazy there with free money and crypto and all this other crap and, you know, AI's gonna be there, but it's really gonna be about like, look, can you make a profitable business of all the fluff is gone. And that's what it's about. 

Mr. Benja: Can I leave with a hot tip? What's that? Final, final thing?

Had a hot tip here. People have been sleeping on, on, on ways to connect with people right now, you know, and I'm looking at what's been going on with my Instagram. It's not a big Instagram, but I can tell you this right now. , everybody is looking for connection and their comments are just basically a bunch of hearts, a bunch of, a bunch of frowns, a bunch of smiles, laughs cry.

It's just, it's just a series of emojis. No one's saying anything. Everyone's commenting, but no one's actually saying anything. Dude, I spent some time getting in there with some thoughtful comments like, Hey, well maybe you should look at it this way. It's like this and pose a question kind of to the people or, Hey, what about trying it this way?

Or that you get responses from the original poster where they have a couple million followers. I've got like, you know, 417 others like my comment because this random video came out, right? Mm-hmm. and nobody knew where it was from. It was just like an inspirational video. And I was like, ah, yes. Hey, if you like this, check out.

You know, the BBC ice cream skate videos, this is where all this started. Hundreds of likes on my comment. Because I'm actually providing value in the comments. No one in the comments is, is providing actual value, actual discussion. It's an easy way for you to get in there and like you've seen the comments, you know what I'm talking about?

Everybody's just like, I think, yeah, yeah. Thumbs up. You scroll past those, you're like, whatever, whatever. Oh, information value in the comments. Are you 

Theo: seeing some of that come in new followers coming that way from after you get the, the, the lights, the, the, the, the thumbs lights and all that, if your comment, 

Mr. Benja: yeah.

You know, people will check you out really quickly. They'll go through your stories. They'll look at your latest couple posts. People will check you out very quickly. You'll get some comments. I've gotten a few more follows and that's been happening more lately. And like this other guy is like, yeah, you just notice people liking your stuff.

People don't like my comment because I put an ambiguous comment out there, which I won't mention here. But people were like, you stupid. You think this? And so, no, no. I like, yes, 

Theo: that's what you want, man. It's that poor. You got haters kinda thing. You got haters, man. I told, I told someone this week, you know, you only make it when you get haters, man.

You gotta celebrate that. Someone's hating your comment. I love it. I love it. I love it though, . No, no. I always say that no one doing better than you is wait a minute. No one anyone hating on you is, is not doing better than you. And so I think that's the key. So anyway I love it, man. Okay man.

Thanks. Thanks for the hot 

Mr. Benja: tip. Jump, jump in the comments man. That's where you can pick up some extra followers, some traction, and I think the Instagram, Instagram algorithm. Instagram at least. Facebook al also. But I definitely for Instagram you can definitely pick up a little organic there, 

Theo: man. We putting this out to the masses, so y'all getting value on this pod.

If you ain't listening to this pod, you know, all the way through, you missing out. So guess what? You'd be sorry if you didn't listen all the way through. Sorry. , there it goes. 

Mr. Benja: We gotta start give, we just gotta start giving the value add at the very end. There it goes. I like it. Yeah, 

Theo: yeah, yeah, yeah. Oh, good point.

And we'll, we'll put it in the beginning, a promo at the beginning and say, Hey, you know, you gotta stick to the end. Gotta listen to that value prop, that value at the end. So the extra tip. I love it. Yeah, man. We'll start adding that little extra tip for the fellows. . For the peoples. For the peoples.

Anyway, Mr. Benja, well thanks for your time. Everyone. Please like, subscribe and comment at show versus business on Twitter, YouTube, and Instagram. Listen to us at Spotify, iTunes, or wherever you listen to podcast. If you like us, go visit us on our website at show versus business. All right, Mr. Benja. Take care.

Mr. Benja: Peace.