{"version":"1.0.0","segments":[{"startTime":0.96,"endTime":4.26,"body":"Okay. This just happened and I have to share it with you"},{"startTime":4.4,"endTime":7.839,"body":"because I think there's some gold in here. So I was just cruising my"},{"startTime":7.839,"endTime":11.36,"body":"emails. I keep them organized in like a newsletter folder, a"},{"startTime":11.36,"endTime":14.865,"body":"sales folder where it just like sales and promotional emails. I don't really"},{"startTime":14.865,"endTime":18.705,"body":"go in either of those all that often. But I did today, and"},{"startTime":18.705,"endTime":22.385,"body":"I came across this email from a company named Flipper. They make this, like, little"},{"startTime":22.385,"endTime":26.145,"body":"hacking device. Maybe you've seen it or heard of it. I have it, but I"},{"startTime":26.145,"endTime":28.74,"body":"don't even think I've used it, but I have one. And And I'm not used"},{"startTime":28.74,"endTime":32.5,"body":"to getting emails from them because I don't really know why it would. But"},{"startTime":32.5,"endTime":36.26,"body":"I saw that they had sent out a promotional email, and I opened it."},{"startTime":36.26,"endTime":39.4,"body":"And at the top, there's this image of this little"},{"startTime":39.62,"endTime":43.325,"body":"LED screen box on a desk. And I'll"},{"startTime":43.325,"endTime":47.005,"body":"redo the first sentence of the email. It says, you've probably noticed that we haven't"},{"startTime":47.005,"endTime":50.685,"body":"done anything over the past couple of years and that's simply because it's just impossible"},{"startTime":50.685,"endTime":54.225,"body":"to concentrate in the age of short videos on TikTok and Instagram."},{"startTime":54.365,"endTime":57.98,"body":"LOL. And there's so much I wanna break down in this marketing email,"},{"startTime":57.98,"endTime":61.66,"body":"but I'll just highlight that the first sentence doesn't say about really why"},{"startTime":61.66,"endTime":65.42,"body":"they're emailing other than, like, they've been watching too many short form videos, which it's"},{"startTime":65.42,"endTime":69.155,"body":"a company. It's relatable. It's fantastic. And mind you,"},{"startTime":69.215,"endTime":73.055,"body":"before I open this email, I didn't have any expectation of, like, wanting"},{"startTime":73.055,"endTime":76.755,"body":"to spend money. I open this email, not really having any expectation,"},{"startTime":76.815,"endTime":80.175,"body":"just like, why did they send an email? All I did was read that first"},{"startTime":80.175,"endTime":83.875,"body":"sentence and see the picture, and then there's a big button that says read full."},{"startTime":84.04,"endTime":87.42,"body":"And I see that they are selling this new device called the BusyBar,"},{"startTime":87.799,"endTime":91.56,"body":"and it's a productivity multi tool device with an LED pixel"},{"startTime":91.56,"endTime":95.32,"body":"display. Before I even scroll down the page, I am like, I"},{"startTime":95.32,"endTime":99.075,"body":"need this thing. I have a timer on my desk that I use as a"},{"startTime":99.075,"endTime":102.595,"body":"Pomodoro timer. I work for fifty five minutes on, and then I take a ten"},{"startTime":102.595,"endTime":106.435,"body":"minute break off. I do that throughout the day. Helps me stay focused. It's been"},{"startTime":106.435,"endTime":110.16,"body":"fantastic for me for years now. Do I need another timer? Absolutely"},{"startTime":110.16,"endTime":114.0,"body":"not. I'm fine with this fifteen dollar one I got from Amazon. Probably wasn't even"},{"startTime":114.0,"endTime":117.84,"body":"$15. This one has an LED display and it"},{"startTime":117.84,"endTime":121.6,"body":"says when you're busy. And it has a timer countdown and it just looks"},{"startTime":121.6,"endTime":125.445,"body":"so cool. And I have the other flipper product which is just so cool and"},{"startTime":125.445,"endTime":129.205,"body":"I don't really use it. But this one's got knobs and it's white"},{"startTime":129.205,"endTime":132.885,"body":"and orange and it works with your computer and it's"},{"startTime":132.885,"endTime":136.689,"body":"fully customizable. It's open source. It's smart home ready. And I'm"},{"startTime":136.689,"endTime":139.73,"body":"starting to scroll down and I'm like, oh my gosh. I need this thing in"},{"startTime":139.73,"endTime":143.569,"body":"my life. There's so much customization possible. And what do you"},{"startTime":143.569,"endTime":147.409,"body":"know? I scroll down more and there's like a podcaster there and the"},{"startTime":147.409,"endTime":151.17,"body":"screen on the little busy bar says on air. I'm like, oh my gosh."},{"startTime":151.17,"endTime":154.895,"body":"It's me. I'm in this landing page. It's speaking right to"},{"startTime":154.895,"endTime":158.415,"body":"me. I think this thing was marketed right to me. But that's when I had"},{"startTime":158.415,"endTime":161.935,"body":"to zoom out, and I was just like, besides the features, this"},{"startTime":161.935,"endTime":165.455,"body":"landing page and this whole thing is just a great example of what this says"},{"startTime":165.455,"endTime":169.01,"body":"about me. This is a classic case of an"},{"startTime":169.01,"endTime":172.629,"body":"identity based purchase. And this happens everywhere"},{"startTime":172.689,"endTime":176.45,"body":"with most things that we buy. Happens with content we consume,"},{"startTime":176.45,"endTime":180.069,"body":"people we follow on social media, ideas we commit to doing."},{"startTime":180.37,"endTime":183.405,"body":"Back to the sales page, I'm at the bottom of the sales page at this"},{"startTime":183.405,"endTime":187.025,"body":"point. I'm like, where's the buy button again? I scroll to the top. I click"},{"startTime":187.165,"endTime":190.125,"body":"buy now, and it's like, it's not launched yet. You'll have to join the wait"},{"startTime":190.125,"endTime":192.605,"body":"list to be the first to know. And I'm like, oh, okay. Now I gotta"},{"startTime":192.605,"endTime":196.11,"body":"be patient. But it shows the price, and it's $250."},{"startTime":196.51,"endTime":200.27,"body":"And the price almost seems secondary to how much excitement I got"},{"startTime":200.27,"endTime":203.97,"body":"around just seeing the product, seeing the podcaster on the page,"},{"startTime":204.11,"endTime":207.95,"body":"seeing all the customization options. It was like I had decided in"},{"startTime":207.95,"endTime":211.775,"body":"my head that I needed this thing before I even knew"},{"startTime":211.775,"endTime":215.455,"body":"what the price was, and that's rare for me. And as I'm even exploring"},{"startTime":215.455,"endTime":219.295,"body":"this idea more and more here, I think there's a big lesson"},{"startTime":219.295,"endTime":223.0,"body":"here is we all make so many decisions that"},{"startTime":223.0,"endTime":226.68,"body":"help us reinforce who we are and we move so much"},{"startTime":226.68,"endTime":230.52,"body":"faster towards things that feel like us and ignore or"},{"startTime":230.52,"endTime":233.985,"body":"resist things that don't, no matter how useful they are."},{"startTime":234.225,"endTime":237.745,"body":"Now, after seeing this cool LED box"},{"startTime":237.745,"endTime":241.105,"body":"timer, I look at my little timer on my desk and I'm"},{"startTime":241.105,"endTime":244.705,"body":"like, that doesn't feel like me anymore. You know? I want"},{"startTime":244.705,"endTime":248.38,"body":"the fancy one. In tying this to creating content, creators"},{"startTime":248.38,"endTime":251.74,"body":"often focus on value and clarity, but often"},{"startTime":251.74,"endTime":255.5,"body":"forget the deeper level, which is helping someone reinforce who they"},{"startTime":255.5,"endTime":259.12,"body":"are or who they want to become. And if your only focus"},{"startTime":259.18,"endTime":262.875,"body":"is communicating value to your audience, you're competing with"},{"startTime":262.875,"endTime":266.634,"body":"logic. But if you're communicating identity to who someone"},{"startTime":266.634,"endTime":270.395,"body":"wants to become or who somebody is, you're speaking straight to the part"},{"startTime":270.395,"endTime":274.175,"body":"of someone that moves faster. This is useful in your content,"},{"startTime":274.52,"endTime":278.04,"body":"in the offers you create, knowing about it for yourself when you're making"},{"startTime":278.04,"endTime":281.1,"body":"purchasing decisions. So a little three part criteria"},{"startTime":281.56,"endTime":285.0,"body":"checklist you can ask yourself if you are communicating to"},{"startTime":285.0,"endTime":288.475,"body":"identity, not just value and logic, is"},{"startTime":288.475,"endTime":291.775,"body":"ask yourself, what does this make someone feel about themselves?"},{"startTime":292.075,"endTime":295.835,"body":"Also, what kind of person does this signal they are? And am I"},{"startTime":295.835,"endTime":299.515,"body":"selling outcomes or am I reflecting identity? These are"},{"startTime":299.515,"endTime":303.355,"body":"deep questions but it is where decisions actually happen. It's not in the"},{"startTime":303.355,"endTime":307.09,"body":"specs. It's It's not in the list of benefits. It's in the quiet and"},{"startTime":307.09,"endTime":310.77,"body":"visible part that says, this is for people like me. This was"},{"startTime":310.77,"endTime":314.37,"body":"made for me. That's how you can make people feel seen and make a"},{"startTime":314.37,"endTime":318.185,"body":"decision before they even realize they've made a decision. Disclaimer,"},{"startTime":318.485,"endTime":319.625,"body":"use this for good."},{"startTime":322.965,"endTime":326.725,"body":"You ever feel like you're talking into the void? That's what podcasting can feel like"},{"startTime":326.725,"endTime":330.485,"body":"sometimes. You put something out into the world, you edit the episode, you hit"},{"startTime":330.485,"endTime":333.94,"body":"publish, and then silence. No likes, no"},{"startTime":333.94,"endTime":337.78,"body":"replies, no algorithmic bump. It's not that no one's listening, but it's"},{"startTime":337.78,"endTime":341.32,"body":"that the feedback loop is broken or sometimes nonexistent."},{"startTime":341.54,"endTime":344.1,"body":"This week, I got an email from someone who told me they've listened to every"},{"startTime":344.1,"endTime":347.815,"body":"single episode of digital creator that it's helped them in ways I didn't even know."},{"startTime":347.815,"endTime":351.435,"body":"And I was like, man, I needed to hear that. Because unless people"},{"startTime":351.435,"endTime":355.275,"body":"tell you, you just don't know. Most people think podcast reviews are just a"},{"startTime":355.275,"endTime":359.115,"body":"nice to have. But if you're someone who loves a show, especially one that's not"},{"startTime":359.115,"endTime":362.94,"body":"backed by a massive media company, your review is the growth"},{"startTime":362.94,"endTime":366.78,"body":"engine. It's one of the few social cues that people pick up on when they're"},{"startTime":366.78,"endTime":370.54,"body":"getting into a new show. So if you've ever thought Dylan probably doesn't need my"},{"startTime":370.54,"endTime":374.3,"body":"review for his podcast, Digital Creator, you're exactly who I'm speaking to right"},{"startTime":374.3,"endTime":378.095,"body":"now. If Digital Creator has been helpful, interesting, or a regular companion in"},{"startTime":378.095,"endTime":381.775,"body":"your week, here's all I'm asking. Take thirty seconds to rate and"},{"startTime":381.775,"endTime":385.615,"body":"review it on Apple Podcasts or Spotify. It helps in more ways"},{"startTime":385.615,"endTime":389.12,"body":"than you think. I'll see it, and I'll send you a virtual high five. Leaving"},{"startTime":389.12,"endTime":392.479,"body":"a rating and review is super simple to do. If you're on Apple Podcasts, just"},{"startTime":392.479,"endTime":395.44,"body":"scroll down to the bottom of the show page and tap those five stars. If"},{"startTime":395.44,"endTime":399.12,"body":"you're feeling extra generous on Spotify, just head to the show page and tap those"},{"startTime":399.12,"endTime":402.935,"body":"five stars right at the top. That's it. Honestly, every single rating and review means"},{"startTime":402.935,"endTime":405.974,"body":"the world to me. And if you've already left one, thank you. You're the reason"},{"startTime":405.974,"endTime":406.875,"body":"this thing grows."}]}