{"version":"1.0.0","segments":[{"startTime":0.0,"endTime":4.14,"body":"In today's episode, we're very"},{"startTime":0.0,"endTime":4.14,"body":"excited to have Phil Irvine with"},{"startTime":4.14,"endTime":8.4,"body":"us, the head of E commerce and"},{"startTime":4.14,"endTime":8.4,"body":"growth marketing at Mojo. Phil"},{"startTime":8.4,"endTime":12.06,"body":"brings a wealth of experience in"},{"startTime":8.4,"endTime":12.06,"body":"multi channel e commerce, and"},{"startTime":12.18,"endTime":15.48,"body":"he's here to share strategies"},{"startTime":12.18,"endTime":15.48,"body":"that go beyond just Google and"},{"startTime":15.48,"endTime":16.2,"body":"meta ads."},{"startTime":16.44,"endTime":19.2,"body":"Absolutely. Louis, yeah, this"},{"startTime":16.44,"endTime":19.2,"body":"conversation with Phil was"},{"startTime":19.26,"endTime":22.22,"body":"fascinating, and I think you'll"},{"startTime":19.26,"endTime":22.22,"body":"be interested listening to this"},{"startTime":22.22,"endTime":25.46,"body":"today, how we explore his"},{"startTime":22.22,"endTime":25.46,"body":"journey in E commerce, but also"},{"startTime":25.46,"endTime":28.76,"body":"his approach to omnichannel"},{"startTime":25.46,"endTime":28.76,"body":"marketing, and how a customer"},{"startTime":28.76,"endTime":32.6,"body":"centric strategy does"},{"startTime":28.76,"endTime":32.6,"body":"significantly improve your"},{"startTime":32.6,"endTime":33.74,"body":"growth of your business."},{"startTime":33.86,"endTime":35.78,"body":"Yeah, I think by the end of"},{"startTime":33.86,"endTime":35.78,"body":"this, you're going to have"},{"startTime":35.78,"endTime":38.3,"body":"gained a lot of actionable"},{"startTime":35.78,"endTime":38.3,"body":"insights from some of Phil's"},{"startTime":38.3,"endTime":41.44,"body":"expertise. Here we'll discuss"},{"startTime":38.3,"endTime":41.44,"body":"practical advice for those who"},{"startTime":41.44,"endTime":44.32,"body":"are just starting out, right"},{"startTime":41.44,"endTime":44.32,"body":"through to some more advanced"},{"startTime":44.38,"endTime":48.1,"body":"strategies for our more seasoned"},{"startTime":44.38,"endTime":48.1,"body":"entrepreneurs among us. So let's"},{"startTime":48.1,"endTime":49.3,"body":"dive in and get started."},{"startTime":60.22,"endTime":64.14,"body":"Welcome to the dropship unlocked"},{"startTime":60.22,"endTime":64.14,"body":"Podcast. I'm Louis Smith, the"},{"startTime":64.14,"endTime":67.62,"body":"founder of dropship unlocked,"},{"startTime":64.14,"endTime":67.62,"body":"and with me is our cloud success"},{"startTime":67.62,"endTime":71.22,"body":"coach, James earthley. Now, when"},{"startTime":67.62,"endTime":71.22,"body":"we're not recording the podcast"},{"startTime":71.22,"endTime":74.1,"body":"episodes, we're running our own"},{"startTime":71.22,"endTime":74.1,"body":"e commerce businesses and"},{"startTime":74.1,"endTime":77.58,"body":"helping aspiring entrepreneurs"},{"startTime":74.1,"endTime":77.58,"body":"launch their own high ticket"},{"startTime":77.58,"endTime":81.62,"body":"dropshipping businesses. Keen to"},{"startTime":77.58,"endTime":81.62,"body":"build your own six or even seven"},{"startTime":81.74,"endTime":85.64,"body":"figure business. My book, the"},{"startTime":81.74,"endTime":85.64,"body":"home turf advantage is your"},{"startTime":85.64,"endTime":89.18,"body":"blueprint for launching a"},{"startTime":85.64,"endTime":89.18,"body":"profitable online store. Grab"},{"startTime":89.18,"endTime":94.04,"body":"your copy@htabook.com today, and"},{"startTime":89.18,"endTime":94.04,"body":"let's get you started. Now, sit"},{"startTime":94.04,"endTime":97.52,"body":"back, relax, and let's unlock"},{"startTime":94.04,"endTime":97.52,"body":"your potential with the dropship"},{"startTime":97.52,"endTime":98.66,"body":"unlocked podcast"},{"startTime":98.84,"endTime":102.4,"body":"today. We're joined by Phil"},{"startTime":98.84,"endTime":102.4,"body":"Irvine, so Phil is the head of E"},{"startTime":102.4,"endTime":106.84,"body":"commerce and growth marketing at"},{"startTime":102.4,"endTime":106.84,"body":"Mojo. So Phil has an impressive"},{"startTime":106.84,"endTime":110.26,"body":"background in multi channel e"},{"startTime":106.84,"endTime":110.26,"body":"commerce, and today we're diving"},{"startTime":110.26,"endTime":114.04,"body":"into the strategies that he uses"},{"startTime":110.26,"endTime":114.04,"body":"to grow e commerce businesses"},{"startTime":114.34,"endTime":117.7,"body":"beyond the usual channels. So"},{"startTime":114.34,"endTime":117.7,"body":"firstly, Phil, it's fantastic to"},{"startTime":117.7,"endTime":118.66,"body":"have you with us today."},{"startTime":118.78,"endTime":121.5,"body":"Now thank you for having me and"},{"startTime":118.78,"endTime":121.5,"body":"definitely looking forward to"},{"startTime":121.5,"endTime":124.98,"body":"discussion. This is a topic that"},{"startTime":121.5,"endTime":124.98,"body":"is near and dear to my heart. So"},{"startTime":124.98,"endTime":126.48,"body":"happy to be here. Fantastic."},{"startTime":126.48,"endTime":128.94,"body":"No pleasure. So people listening"},{"startTime":126.48,"endTime":128.94,"body":"in today will be thinking about"},{"startTime":128.94,"endTime":131.22,"body":"how they can increase their"},{"startTime":128.94,"endTime":131.22,"body":"sales, their startup businesses"},{"startTime":131.22,"endTime":134.34,"body":"quite often. And so we're going"},{"startTime":131.22,"endTime":134.34,"body":"to look outside the box of the"},{"startTime":134.34,"endTime":137.22,"body":"usual channels. We'll get into"},{"startTime":134.34,"endTime":137.22,"body":"that in just a second. First of"},{"startTime":137.22,"endTime":139.86,"body":"all, Phil, just to start, could"},{"startTime":137.22,"endTime":139.86,"body":"you give us a bit of a"},{"startTime":139.86,"endTime":143.72,"body":"background for your personal"},{"startTime":139.86,"endTime":143.72,"body":"journey e commerce, and what's"},{"startTime":143.72,"endTime":146.48,"body":"brought you to the position that"},{"startTime":143.72,"endTime":146.48,"body":"you're in today? Yeah,"},{"startTime":146.54,"endTime":150.62,"body":"you know. So I'll start off. I,"},{"startTime":146.54,"endTime":150.62,"body":"you know, went to undergrad, got"},{"startTime":150.62,"endTime":154.64,"body":"my undergrad degree. Started out"},{"startTime":150.62,"endTime":154.64,"body":"with a career in technology. I"},{"startTime":154.64,"endTime":157.7,"body":"did technology project"},{"startTime":154.64,"endTime":157.7,"body":"management for Johnson and"},{"startTime":157.7,"endTime":161.98,"body":"Johnson, the big multinational"},{"startTime":157.7,"endTime":161.98,"body":"healthcare company. Got my grad"},{"startTime":161.98,"endTime":166.24,"body":"degree in business, and always"},{"startTime":161.98,"endTime":166.24,"body":"had a desire to get into some"},{"startTime":166.24,"endTime":171.4,"body":"form of marketing or general"},{"startTime":166.24,"endTime":171.4,"body":"management. You know, it was"},{"startTime":171.4,"endTime":175.24,"body":"around 2009 I started out at a"},{"startTime":171.4,"endTime":175.24,"body":"big data company called"},{"startTime":175.24,"endTime":181.38,"body":"Experian. Fast forward to 2011 e"},{"startTime":175.24,"endTime":181.38,"body":"commerce really started to take"},{"startTime":181.38,"endTime":184.02,"body":"off and accelerate for"},{"startTime":181.38,"endTime":184.02,"body":"businesses. You know, a lot of"},{"startTime":184.02,"endTime":186.84,"body":"businesses were starting to make"},{"startTime":184.02,"endTime":186.84,"body":"the shift from traditional brick"},{"startTime":186.84,"endTime":190.5,"body":"and mortar or service based to"},{"startTime":186.84,"endTime":190.5,"body":"selling direct to consumer. You"},{"startTime":190.5,"endTime":193.8,"body":"know, I started out on the"},{"startTime":190.5,"endTime":193.8,"body":"agency side. I managed email"},{"startTime":193.8,"endTime":198.72,"body":"marketing programs, CRM programs"},{"startTime":193.8,"endTime":198.72,"body":"for about two years. I flipped"},{"startTime":198.78,"endTime":202.04,"body":"to the brand side. It actually"},{"startTime":198.78,"endTime":202.04,"body":"worked for a couple of brands"},{"startTime":202.04,"endTime":206.18,"body":"that were really interesting,"},{"startTime":202.04,"endTime":206.18,"body":"Beachbody, the books company is"},{"startTime":206.18,"endTime":211.4,"body":"in flowers, I did some work with"},{"startTime":206.18,"endTime":211.4,"body":"AT and T Sallie Mae and"},{"startTime":211.4,"endTime":214.88,"body":"steadily, you know, not just"},{"startTime":211.4,"endTime":214.88,"body":"focused on CRM and customer"},{"startTime":214.94,"endTime":218.6,"body":"retention, but also got into"},{"startTime":214.94,"endTime":218.6,"body":"growth, new Customer"},{"startTime":218.6,"endTime":222.28,"body":"Acquisition, understanding how"},{"startTime":218.6,"endTime":222.28,"body":"to manage different investment"},{"startTime":222.28,"endTime":225.94,"body":"channels and acquire the right"},{"startTime":222.28,"endTime":225.94,"body":"customers for scale and growth."},{"startTime":226.3,"endTime":230.44,"body":"And now, ironically, I'm back on"},{"startTime":226.3,"endTime":230.44,"body":"the agency side. I'm with a"},{"startTime":230.44,"endTime":235.18,"body":"group called Mojo. The group has"},{"startTime":230.44,"endTime":235.18,"body":"traditionally been really strong"},{"startTime":235.18,"endTime":239.98,"body":"with creative UI, UX, work"},{"startTime":235.18,"endTime":239.98,"body":"design, and I was actually"},{"startTime":239.98,"endTime":244.74,"body":"bought in as the E commerce"},{"startTime":239.98,"endTime":244.74,"body":"subject matter expert to stand"},{"startTime":244.74,"endTime":248.58,"body":"up that portion of the agency."},{"startTime":244.74,"endTime":248.58,"body":"But also, what's interesting"},{"startTime":248.58,"endTime":252.78,"body":"about my role is I, I run e"},{"startTime":248.58,"endTime":252.78,"body":"commerce for two own and"},{"startTime":252.78,"endTime":256.92,"body":"operated brands, moon and bear,"},{"startTime":252.78,"endTime":256.92,"body":"which are both non alcoholic"},{"startTime":256.92,"endTime":257.82,"body":"spirits. Amazing."},{"startTime":257.819,"endTime":261.559,"body":"So you've got a very broad range"},{"startTime":257.819,"endTime":261.559,"body":"of experience, both in terms of"},{"startTime":261.679,"endTime":265.039,"body":"company size and the different"},{"startTime":261.679,"endTime":265.039,"body":"products that you're selling."},{"startTime":265.279,"endTime":268.939,"body":"Are interested across your sort"},{"startTime":265.279,"endTime":268.939,"body":"of career. I'm guessing that no"},{"startTime":268.939,"endTime":271.639,"body":"matter what size of company"},{"startTime":268.939,"endTime":271.639,"body":"there is, there's still some"},{"startTime":271.639,"endTime":274.639,"body":"similarities in the way that"},{"startTime":271.639,"endTime":274.639,"body":"you're going to market products"},{"startTime":274.639,"endTime":277.219,"body":"and the way that you approach"},{"startTime":274.639,"endTime":277.219,"body":"the market. Yeah, there's,"},{"startTime":277.28,"endTime":280.48,"body":"yeah, there's always"},{"startTime":277.28,"endTime":280.48,"body":"consistency, you know,"},{"startTime":280.48,"endTime":283.06,"body":"especially with E commerce. And"},{"startTime":280.48,"endTime":283.06,"body":"you know, a lot of my"},{"startTime":283.06,"endTime":287.86,"body":"experiences in CPG or, you know,"},{"startTime":283.06,"endTime":287.86,"body":"consumer packaged goods or"},{"startTime":287.86,"endTime":291.7,"body":"consumer products, and, yeah, a"},{"startTime":287.86,"endTime":291.7,"body":"couple of things are pretty,"},{"startTime":291.7,"endTime":295.42,"body":"pretty key themes is, you know,"},{"startTime":291.7,"endTime":295.42,"body":"you want to try to acquire"},{"startTime":295.42,"endTime":299.32,"body":"customers at the lowest cost"},{"startTime":295.42,"endTime":299.32,"body":"possible, so that you can use"},{"startTime":299.32,"endTime":302.1,"body":"money. And. Investment to"},{"startTime":299.32,"endTime":302.1,"body":"reinvest in the business,"},{"startTime":302.1,"endTime":304.62,"body":"whether it's more marketing,"},{"startTime":302.1,"endTime":304.62,"body":"advertising, whether it's"},{"startTime":304.62,"endTime":308.16,"body":"product development, shoring up"},{"startTime":304.62,"endTime":308.16,"body":"your supply chain, enhancing"},{"startTime":308.16,"endTime":312.72,"body":"customer experience, but then"},{"startTime":308.16,"endTime":312.72,"body":"the on the tail end of that is"},{"startTime":312.78,"endTime":315.9,"body":"making sure you're acquiring the"},{"startTime":312.78,"endTime":315.9,"body":"right types of customers that'll"},{"startTime":316.08,"endTime":320.22,"body":"that you can turn into repeat"},{"startTime":316.08,"endTime":320.22,"body":"buyers and repeat purchasers. I"},{"startTime":320.22,"endTime":323.6,"body":"think both of those are, you"},{"startTime":320.22,"endTime":323.6,"body":"know, a lot of times"},{"startTime":323.6,"endTime":328.1,"body":"organizations are good at one or"},{"startTime":323.6,"endTime":328.1,"body":"the other, very rarely are they"},{"startTime":328.1,"endTime":331.76,"body":"good at both. And I think I've"},{"startTime":328.1,"endTime":331.76,"body":"had the unique perspective to"},{"startTime":331.76,"endTime":335.78,"body":"kind of understand, like what"},{"startTime":331.76,"endTime":335.78,"body":"works and what doesn't work, to"},{"startTime":335.78,"endTime":340.1,"body":"try to accomplish both in that"},{"startTime":335.78,"endTime":340.1,"body":"perspective. But, you know, I'd"},{"startTime":340.1,"endTime":344.02,"body":"say that's a big theme, and then"},{"startTime":340.1,"endTime":344.02,"body":"I know you want to touch on some"},{"startTime":344.02,"endTime":348.7,"body":"specifics with omni channel, but"},{"startTime":344.02,"endTime":348.7,"body":"it's it's having consistency"},{"startTime":348.94,"endTime":353.38,"body":"with the way that you either"},{"startTime":348.94,"endTime":353.38,"body":"advertise or handle customer"},{"startTime":353.38,"endTime":356.2,"body":"service, basically the way that"},{"startTime":353.38,"endTime":356.2,"body":"you interact with your"},{"startTime":356.2,"endTime":360.48,"body":"consumers. And having that"},{"startTime":356.2,"endTime":360.48,"body":"consistency is another key"},{"startTime":360.48,"endTime":363.72,"body":"pillar for steady and consistent"},{"startTime":360.48,"endTime":363.72,"body":"growth as well, too. Yeah,"},{"startTime":363.9,"endTime":364.2,"body":"because"},{"startTime":364.2,"endTime":366.48,"body":"I do want to dive into the"},{"startTime":364.2,"endTime":366.48,"body":"different channels that you"},{"startTime":366.48,"endTime":369.36,"body":"would recommend and the way that"},{"startTime":366.48,"endTime":369.36,"body":"you approach different channels,"},{"startTime":369.36,"endTime":372.18,"body":"but it's interesting to note"},{"startTime":369.36,"endTime":372.18,"body":"that straight away, consistency"},{"startTime":372.18,"endTime":374.82,"body":"is going to be key. So for"},{"startTime":372.18,"endTime":374.82,"body":"people that are going to be"},{"startTime":374.82,"endTime":378.06,"body":"setting up different channels,"},{"startTime":374.82,"endTime":378.06,"body":"of different avenues of finding"},{"startTime":378.06,"endTime":381.3,"body":"customers, how do they ensure"},{"startTime":378.06,"endTime":381.3,"body":"that they've got consistency? Do"},{"startTime":381.3,"endTime":383.72,"body":"they need to spend some time at"},{"startTime":381.3,"endTime":383.72,"body":"the drawing board thinking about"},{"startTime":383.72,"endTime":386.24,"body":"what their brand represents, or"},{"startTime":383.72,"endTime":386.24,"body":"which customer they're going to"},{"startTime":386.24,"endTime":387.2,"body":"be serving? Yeah,"},{"startTime":387.2,"endTime":392.0,"body":"you know, the A lot of times,"},{"startTime":387.2,"endTime":392.0,"body":"you know, a lot of my world is"},{"startTime":392.0,"endTime":395.48,"body":"startups, and, you know, we're"},{"startTime":392.0,"endTime":395.48,"body":"just trying to scrape by. So the"},{"startTime":395.72,"endTime":398.06,"body":"companies that I'm working at"},{"startTime":395.72,"endTime":398.06,"body":"right now may not be the best"},{"startTime":398.06,"endTime":400.78,"body":"examples on the best way to"},{"startTime":398.06,"endTime":400.78,"body":"approach this, but, you know,"},{"startTime":400.78,"endTime":405.64,"body":"ideally, you you'd even want to"},{"startTime":400.78,"endTime":405.64,"body":"do some some market research"},{"startTime":405.88,"endTime":410.14,"body":"about the product market fit."},{"startTime":405.88,"endTime":410.14,"body":"And so product market fit is a,"},{"startTime":410.14,"endTime":413.5,"body":"is a is a popular term that I"},{"startTime":410.14,"endTime":413.5,"body":"hear a lot these days. It's"},{"startTime":413.5,"endTime":417.04,"body":"basically, you know, given what"},{"startTime":413.5,"endTime":417.04,"body":"you're trying to sell, whether"},{"startTime":417.04,"endTime":421.2,"body":"it's a product or a service. You"},{"startTime":417.04,"endTime":421.2,"body":"know, who is your ideal target"},{"startTime":421.2,"endTime":425.7,"body":"market, but not only that, but"},{"startTime":421.2,"endTime":425.7,"body":"then, how should you position"},{"startTime":426.0,"endTime":429.42,"body":"the product compared to"},{"startTime":426.0,"endTime":429.42,"body":"competitors, compared to the"},{"startTime":429.42,"endTime":433.92,"body":"needs that that specific"},{"startTime":429.42,"endTime":433.92,"body":"customer desires? And to your"},{"startTime":433.92,"endTime":438.48,"body":"point, the way to establish"},{"startTime":433.92,"endTime":438.48,"body":"consistency with the various"},{"startTime":438.48,"endTime":442.28,"body":"touch touch points, with the"},{"startTime":438.48,"endTime":442.28,"body":"customer experience is going"},{"startTime":442.28,"endTime":446.9,"body":"through that upfront research,"},{"startTime":442.28,"endTime":446.9,"body":"aligning with the broader team,"},{"startTime":446.9,"endTime":450.26,"body":"cross functionally, how you"},{"startTime":446.9,"endTime":450.26,"body":"should be interacting and"},{"startTime":450.26,"endTime":453.92,"body":"engaging with your customer, and"},{"startTime":450.26,"endTime":453.92,"body":"then, typically, what's kind of"},{"startTime":453.92,"endTime":457.64,"body":"best practices. A lot of"},{"startTime":453.92,"endTime":457.64,"body":"companies call them rtbs, so"},{"startTime":457.64,"endTime":461.86,"body":"reasons to believe about your"},{"startTime":457.64,"endTime":461.86,"body":"product or service. And a lot of"},{"startTime":461.86,"endTime":465.34,"body":"times you'll come up with three"},{"startTime":461.86,"endTime":465.34,"body":"to four, you know, kind of"},{"startTime":465.34,"endTime":470.14,"body":"anchor talking points or"},{"startTime":465.34,"endTime":470.14,"body":"pillars. But then various teams"},{"startTime":470.14,"endTime":474.7,"body":"will take those and take those a"},{"startTime":470.14,"endTime":474.7,"body":"level deeper, to translate how"},{"startTime":474.7,"endTime":478.42,"body":"that manifests through various"},{"startTime":474.7,"endTime":478.42,"body":"channels. So you know, your"},{"startTime":478.42,"endTime":482.34,"body":"email team is thinking about in"},{"startTime":478.42,"endTime":482.34,"body":"an email template. How do we"},{"startTime":482.34,"endTime":485.76,"body":"take those three talking points"},{"startTime":482.34,"endTime":485.76,"body":"and expand upon those in that"},{"startTime":485.76,"endTime":491.64,"body":"long form template, you know, a"},{"startTime":485.76,"endTime":491.64,"body":"TV ad. It's a 15 to maybe 32nd"},{"startTime":492.6,"endTime":496.02,"body":"video spot. So how do you"},{"startTime":492.6,"endTime":496.02,"body":"translate that and then on, you"},{"startTime":496.02,"endTime":499.44,"body":"know, on a touch point that's"},{"startTime":496.02,"endTime":499.44,"body":"often, you know, not"},{"startTime":499.44,"endTime":502.4,"body":"prioritized, but customer"},{"startTime":499.44,"endTime":502.4,"body":"service and customer contacts."},{"startTime":502.4,"endTime":505.64,"body":"How do you, how do you also"},{"startTime":502.4,"endTime":505.64,"body":"facilitate that when you're"},{"startTime":505.64,"endTime":509.24,"body":"getting inbound contacts from"},{"startTime":505.64,"endTime":509.24,"body":"your customers as well too. How"},{"startTime":509.24,"endTime":512.18,"body":"do you translate your three key"},{"startTime":509.24,"endTime":512.18,"body":"pillars to establish that"},{"startTime":512.18,"endTime":516.02,"body":"consistency? So, yeah, you know,"},{"startTime":512.18,"endTime":516.02,"body":"pretty with the the companies"},{"startTime":516.02,"endTime":519.14,"body":"that are doing this the best"},{"startTime":516.02,"endTime":519.14,"body":"they do, take that upfront time,"},{"startTime":519.32,"endTime":523.0,"body":"you know, research your audience"},{"startTime":519.32,"endTime":523.0,"body":"aligned on your reasons to"},{"startTime":523.0,"endTime":527.74,"body":"believe, and then translating"},{"startTime":523.0,"endTime":527.74,"body":"those across channels to inform"},{"startTime":527.74,"endTime":531.16,"body":"how you want to distill that"},{"startTime":527.74,"endTime":531.16,"body":"message at various stages in the"},{"startTime":531.16,"endTime":532.06,"body":"customer life cycle,"},{"startTime":532.24,"endTime":535.3,"body":"interesting so that reasons to"},{"startTime":532.24,"endTime":535.3,"body":"believe. I love that idea and"},{"startTime":535.3,"endTime":538.36,"body":"giving customers clear reasons"},{"startTime":535.3,"endTime":538.36,"body":"to believe in something. But"},{"startTime":538.36,"endTime":541.38,"body":"when you say reasons to believe,"},{"startTime":538.36,"endTime":541.38,"body":"are you thinking about that from"},{"startTime":541.5,"endTime":545.04,"body":"perspective that customers need"},{"startTime":541.5,"endTime":545.04,"body":"to know the reasons to believe"},{"startTime":545.28,"endTime":548.52,"body":"in buying the particular"},{"startTime":545.28,"endTime":548.52,"body":"products from that brand, or is"},{"startTime":548.52,"endTime":551.04,"body":"it reasons to believe in a"},{"startTime":548.52,"endTime":551.04,"body":"particular mission that the"},{"startTime":551.04,"endTime":554.46,"body":"brand represents? What"},{"startTime":551.04,"endTime":554.46,"body":"specifically are we trying to"},{"startTime":554.46,"endTime":557.1,"body":"make sure that there are reasons"},{"startTime":554.46,"endTime":557.1,"body":"for them to believe in? Yeah,"},{"startTime":557.16,"endTime":561.14,"body":"no, that's that's a great"},{"startTime":557.16,"endTime":561.14,"body":"question. I think the mission is"},{"startTime":561.14,"endTime":565.28,"body":"always a key component and a"},{"startTime":561.14,"endTime":565.28,"body":"reason to believe the brands"},{"startTime":565.28,"endTime":570.98,"body":"that really have staying power"},{"startTime":565.28,"endTime":570.98,"body":"can get their customers and"},{"startTime":570.98,"endTime":574.94,"body":"prospects to understand their"},{"startTime":570.98,"endTime":574.94,"body":"mission, where at some point you"},{"startTime":574.94,"endTime":578.78,"body":"don't have to aggressively"},{"startTime":574.94,"endTime":578.78,"body":"advertise to them, once you"},{"startTime":578.78,"endTime":584.92,"body":"establish a synergy with your"},{"startTime":578.78,"endTime":584.92,"body":"mission and what they value,"},{"startTime":585.22,"endTime":588.4,"body":"they'll keep coming back to your"},{"startTime":585.22,"endTime":588.4,"body":"brand without having to spend"},{"startTime":588.46,"endTime":592.24,"body":"the investment dollars. I think"},{"startTime":588.46,"endTime":592.24,"body":"that's probably an overarching,"},{"startTime":592.36,"endTime":596.38,"body":"you know, reason to believe. But"},{"startTime":592.36,"endTime":596.38,"body":"then, depending upon the"},{"startTime":596.38,"endTime":600.78,"body":"marketing calendar or the"},{"startTime":596.38,"endTime":600.78,"body":"seasonality, um. Um, so take,"},{"startTime":600.78,"endTime":604.44,"body":"for instance, I used to work in"},{"startTime":600.78,"endTime":604.44,"body":"the auto industry, and typically"},{"startTime":604.74,"endTime":609.42,"body":"there would be four new owl"},{"startTime":604.74,"endTime":609.42,"body":"releases per year. So a lot of"},{"startTime":609.42,"endTime":613.2,"body":"times you, when you think about"},{"startTime":609.42,"endTime":613.2,"body":"your go to market plans from a"},{"startTime":613.2,"endTime":616.74,"body":"seasonality or product launch"},{"startTime":613.2,"endTime":616.74,"body":"perspective, you'll have reasons"},{"startTime":616.74,"endTime":620.66,"body":"to believe around that specific"},{"startTime":616.74,"endTime":620.66,"body":"product that you want to focus"},{"startTime":620.66,"endTime":624.74,"body":"on too, because with a lot of"},{"startTime":620.66,"endTime":624.74,"body":"brands, you know, a lot of a lot"},{"startTime":624.74,"endTime":628.4,"body":"of the brands I work with, we're"},{"startTime":624.74,"endTime":628.4,"body":"trying to give people reasons to"},{"startTime":628.4,"endTime":632.24,"body":"become interested in us and"},{"startTime":628.4,"endTime":632.24,"body":"engage with us. And a lot of"},{"startTime":632.24,"endTime":635.72,"body":"times, whether it's a product"},{"startTime":632.24,"endTime":635.72,"body":"launch or or I mentioned"},{"startTime":635.72,"endTime":638.96,"body":"seasonality as well, too. You"},{"startTime":635.72,"endTime":638.96,"body":"know, obviously for a lot of"},{"startTime":638.96,"endTime":644.08,"body":"brands, the holidays huge. So"},{"startTime":638.96,"endTime":644.08,"body":"Christmas, Black Friday, Cyber"},{"startTime":644.08,"endTime":647.62,"body":"Monday, you know, that's often a"},{"startTime":644.08,"endTime":647.62,"body":"big period of time where"},{"startTime":647.8,"endTime":652.36,"body":"companies develop very robust"},{"startTime":647.8,"endTime":652.36,"body":"campaigns around so I think you"},{"startTime":652.36,"endTime":654.64,"body":"know, to your point is great,"},{"startTime":652.36,"endTime":654.64,"body":"though, like you, you always"},{"startTime":654.64,"endTime":658.6,"body":"want to have the mission top of"},{"startTime":654.64,"endTime":658.6,"body":"mind, but you always want to"},{"startTime":658.6,"endTime":661.74,"body":"think about relevancy from a"},{"startTime":658.6,"endTime":661.74,"body":"seasonality perspective, and"},{"startTime":661.74,"endTime":664.08,"body":"also from a from a product"},{"startTime":661.74,"endTime":664.08,"body":"perspective as well, too"},{"startTime":664.14,"endTime":664.68,"body":"interesting."},{"startTime":664.74,"endTime":668.16,"body":"So plenty of reasons to believe"},{"startTime":664.74,"endTime":668.16,"body":"in the overall mission and why"},{"startTime":668.16,"endTime":670.56,"body":"that product right now is a"},{"startTime":668.16,"endTime":670.56,"body":"great offer for that customer."},{"startTime":670.92,"endTime":673.44,"body":"So something you mentioned as"},{"startTime":670.92,"endTime":673.44,"body":"well is that this kind of"},{"startTime":673.56,"endTime":676.68,"body":"stepping back approach, looking"},{"startTime":673.56,"endTime":676.68,"body":"at reasons to believe, looking"},{"startTime":676.68,"endTime":679.5,"body":"at what your brand represents,"},{"startTime":676.68,"endTime":679.5,"body":"can sometimes happen a bit"},{"startTime":679.5,"endTime":681.62,"body":"further down the line, once"},{"startTime":679.5,"endTime":681.62,"body":"you're maybe a bit more"},{"startTime":681.62,"endTime":684.74,"body":"established, bit broader"},{"startTime":681.62,"endTime":684.74,"body":"shoulders as a company. A lot of"},{"startTime":684.74,"endTime":687.08,"body":"people listening, a lot of"},{"startTime":684.74,"endTime":687.08,"body":"people that we speak to, a lot"},{"startTime":687.08,"endTime":690.44,"body":"of people that we teach, are"},{"startTime":687.08,"endTime":690.44,"body":"startups. So they're just"},{"startTime":690.44,"endTime":692.96,"body":"getting started with their first"},{"startTime":690.44,"endTime":692.96,"body":"e commerce business. When you"},{"startTime":692.96,"endTime":695.72,"body":"first start up, you mentioned"},{"startTime":692.96,"endTime":695.72,"body":"that you kind of just scraped by"},{"startTime":695.72,"endTime":698.18,"body":"initially trying to get product"},{"startTime":695.72,"endTime":698.18,"body":"market fit, kind of get"},{"startTime":698.18,"endTime":701.44,"body":"profitable as quickly as"},{"startTime":698.18,"endTime":701.44,"body":"possible. Does that mean that"},{"startTime":701.44,"endTime":705.94,"body":"the branding piece comes a bit"},{"startTime":701.44,"endTime":705.94,"body":"later and then your focus is"},{"startTime":705.94,"endTime":709.36,"body":"when you're working on startups,"},{"startTime":705.94,"endTime":709.36,"body":"just trying to get to bringing"},{"startTime":709.36,"endTime":712.0,"body":"down the cost per acquisition"},{"startTime":709.36,"endTime":712.0,"body":"straight away and increasing the"},{"startTime":712.0,"endTime":713.92,"body":"amount of profit that you make"},{"startTime":712.0,"endTime":713.92,"body":"per customer?"},{"startTime":714.1,"endTime":715.0,"body":"Yeah, you know, that's"},{"startTime":715.0,"endTime":720.1,"body":"a that's an interesting dynamic,"},{"startTime":715.0,"endTime":720.1,"body":"because I have seen some brands"},{"startTime":720.1,"endTime":726.06,"body":"that have led with really smart"},{"startTime":720.1,"endTime":726.06,"body":"methods of new customer"},{"startTime":726.06,"endTime":730.02,"body":"acquisition. You know, they may"},{"startTime":726.06,"endTime":730.02,"body":"bring in subject matter expert"},{"startTime":730.02,"endTime":735.06,"body":"media buyers from meta, Google"},{"startTime":730.02,"endTime":735.06,"body":"and so on and so forth. But you"},{"startTime":735.06,"endTime":738.72,"body":"know, really, the ones that have"},{"startTime":735.06,"endTime":738.72,"body":"that initial growth and"},{"startTime":738.72,"endTime":743.54,"body":"acceleration do establish some"},{"startTime":738.72,"endTime":743.54,"body":"sort of brand presence. You"},{"startTime":743.54,"endTime":745.94,"body":"know, again, I can give you a"},{"startTime":743.54,"endTime":745.94,"body":"couple of really good examples,"},{"startTime":746.36,"endTime":751.58,"body":"the books company I ran, CRM and"},{"startTime":746.36,"endTime":751.58,"body":"partnership marketing, but I"},{"startTime":751.58,"endTime":756.02,"body":"came into the company in year"},{"startTime":751.58,"endTime":756.02,"body":"six or so. But when they first"},{"startTime":756.02,"endTime":760.96,"body":"established their brand, they"},{"startTime":756.02,"endTime":760.96,"body":"had this really unique angle in"},{"startTime":760.96,"endTime":766.66,"body":"the flower space where every"},{"startTime":760.96,"endTime":766.66,"body":"order was tied to a farmer"},{"startTime":766.72,"endTime":770.56,"body":"overseas. And so they asked back"},{"startTime":766.72,"endTime":770.56,"body":"to your point about a mission."},{"startTime":770.86,"endTime":773.98,"body":"They established this connection"},{"startTime":770.86,"endTime":773.98,"body":"that every dollar that you were"},{"startTime":773.98,"endTime":777.94,"body":"spending as a consumer was"},{"startTime":773.98,"endTime":777.94,"body":"benefiting these individual"},{"startTime":777.94,"endTime":781.14,"body":"farmers, and they provided"},{"startTime":777.94,"endTime":781.14,"body":"transparency into their"},{"startTime":781.2,"endTime":784.56,"body":"sustainable practices, with"},{"startTime":781.2,"endTime":784.56,"body":"which they grew flowers and that"},{"startTime":784.56,"endTime":788.1,"body":"they managed their farms and and"},{"startTime":784.56,"endTime":788.1,"body":"whatnot. They also had a piece"},{"startTime":788.1,"endTime":791.04,"body":"around transparent pricing,"},{"startTime":788.1,"endTime":791.04,"body":"which was a differentiator in"},{"startTime":791.04,"endTime":793.74,"body":"the market. And, you know, I"},{"startTime":791.04,"endTime":793.74,"body":"don't want to sell them short."},{"startTime":793.74,"endTime":797.4,"body":"There was other components with"},{"startTime":793.74,"endTime":797.4,"body":"the brand development, but there"},{"startTime":797.4,"endTime":802.16,"body":"was a lot of thought put into"},{"startTime":797.4,"endTime":802.16,"body":"those two key pillars before"},{"startTime":802.16,"endTime":805.76,"body":"they went to the market, and,"},{"startTime":802.16,"endTime":805.76,"body":"you know, spent a lot of dollars"},{"startTime":805.76,"endTime":810.44,"body":"to acquire customers. So I even,"},{"startTime":805.76,"endTime":810.44,"body":"even with startups, I think it"},{"startTime":810.44,"endTime":813.68,"body":"still is imperative to try to"},{"startTime":810.44,"endTime":813.68,"body":"establish, you know, what your"},{"startTime":813.68,"endTime":817.88,"body":"brand is and who you are, to be"},{"startTime":813.68,"endTime":817.88,"body":"able to get some sort of"},{"startTime":817.88,"endTime":821.92,"body":"traction. And then I'll, I'll"},{"startTime":817.88,"endTime":821.92,"body":"touch on another great example"},{"startTime":821.92,"endTime":825.4,"body":"that I'm still involved with"},{"startTime":821.92,"endTime":825.4,"body":"today. So it's a company called"},{"startTime":825.4,"endTime":831.1,"body":"Moon, spelled M, xx, n. And, you"},{"startTime":825.4,"endTime":831.1,"body":"know, I believe this is the case"},{"startTime":831.1,"endTime":835.18,"body":"in the UK, but in the US, the"},{"startTime":831.1,"endTime":835.18,"body":"non alcoholic beverage space is"},{"startTime":835.18,"endTime":840.84,"body":"really exploding and taking off"},{"startTime":835.18,"endTime":840.84,"body":"right now. And so Moon is unique"},{"startTime":840.96,"endTime":844.68,"body":"in that it's a non alcoholic"},{"startTime":840.96,"endTime":844.68,"body":"spirit, but it's actually THC"},{"startTime":844.68,"endTime":849.72,"body":"infused, so there is a bit of a"},{"startTime":844.68,"endTime":849.72,"body":"cannabis component. And we"},{"startTime":849.72,"endTime":853.38,"body":"designed it so that it's mixed"},{"startTime":849.72,"endTime":853.38,"body":"to make tails and whatnot. And,"},{"startTime":854.22,"endTime":857.46,"body":"you know, it's a newer space,"},{"startTime":854.22,"endTime":857.46,"body":"but there are a lot of"},{"startTime":857.46,"endTime":861.44,"body":"competitors that are coming into"},{"startTime":857.46,"endTime":861.44,"body":"the market, and Moon really took"},{"startTime":861.44,"endTime":865.58,"body":"the time out to establish its"},{"startTime":861.44,"endTime":865.58,"body":"brand. If you look at our"},{"startTime":865.58,"endTime":870.14,"body":"designs on our website, if you"},{"startTime":865.58,"endTime":870.14,"body":"look at our packaging, our"},{"startTime":870.14,"endTime":875.36,"body":"inserts, it really is an"},{"startTime":870.14,"endTime":875.36,"body":"elevated premium level of"},{"startTime":875.36,"endTime":878.66,"body":"presentation that we have across"},{"startTime":875.36,"endTime":878.66,"body":"all of those various touch"},{"startTime":878.66,"endTime":882.76,"body":"points, and we also reflect that"},{"startTime":878.66,"endTime":882.76,"body":"in our pricing as well too. Our"},{"startTime":882.76,"endTime":888.28,"body":"pricing is 30 to 40% premium"},{"startTime":882.76,"endTime":888.28,"body":"over a lot of competitors. So it"},{"startTime":888.28,"endTime":892.84,"body":"was really smart in which the"},{"startTime":888.28,"endTime":892.84,"body":"way that moon went, about going"},{"startTime":892.84,"endTime":896.08,"body":"to the market, like taking the"},{"startTime":892.84,"endTime":896.08,"body":"time out to really establish it,"},{"startTime":896.14,"endTime":899.74,"body":"develop that again. And before"},{"startTime":896.14,"endTime":899.74,"body":"you know, now we're in the phase"},{"startTime":899.74,"endTime":903.96,"body":"that. Where we have this great"},{"startTime":899.74,"endTime":903.96,"body":"brand, we've seen some success"},{"startTime":903.96,"endTime":907.32,"body":"with media investment in"},{"startTime":903.96,"endTime":907.32,"body":"advertising, but we were trying"},{"startTime":907.32,"endTime":912.6,"body":"to get into a better spot where"},{"startTime":907.32,"endTime":912.6,"body":"we can can extract more funds to"},{"startTime":912.6,"endTime":915.42,"body":"be able to really accelerate our"},{"startTime":912.6,"endTime":915.42,"body":"growth. So interesting."},{"startTime":915.42,"endTime":917.76,"body":"I think we can learn a lot"},{"startTime":915.42,"endTime":917.76,"body":"actually from the experience"},{"startTime":917.76,"endTime":921.02,"body":"that you've got through growing"},{"startTime":917.76,"endTime":921.02,"body":"moon the drinks brand, even"},{"startTime":921.02,"endTime":923.42,"body":"though it's sort of different"},{"startTime":921.02,"endTime":923.42,"body":"products than what we'll be"},{"startTime":923.42,"endTime":927.14,"body":"selling. So we're saying high"},{"startTime":923.42,"endTime":927.14,"body":"ticket, and we sell high ticket"},{"startTime":927.14,"endTime":930.32,"body":"products on our E commerce"},{"startTime":927.14,"endTime":930.32,"body":"stores upwards of 300 pounds or"},{"startTime":930.32,"endTime":934.28,"body":"$300 plus per order. However, I"},{"startTime":930.32,"endTime":934.28,"body":"think the way that you go to"},{"startTime":934.28,"endTime":937.22,"body":"market, there still be some"},{"startTime":934.28,"endTime":937.22,"body":"crossovers with the way that"},{"startTime":937.22,"endTime":940.84,"body":"we'd go to market, and also the"},{"startTime":937.22,"endTime":940.84,"body":"way that you find your customers"},{"startTime":941.2,"endTime":944.98,"body":"keen to dive into having a bit"},{"startTime":941.2,"endTime":944.98,"body":"of an omni channel approach to"},{"startTime":944.98,"endTime":948.76,"body":"marketing. So first of all, what"},{"startTime":944.98,"endTime":948.76,"body":"does that mean to you? And why"},{"startTime":948.76,"endTime":952.54,"body":"do you think this can be really"},{"startTime":948.76,"endTime":952.54,"body":"effective? Yeah, you know. So"},{"startTime":952.96,"endTime":956.02,"body":"I, I'll talk about moon, and"},{"startTime":952.96,"endTime":956.02,"body":"then I'll talk a little broader"},{"startTime":956.08,"endTime":958.66,"body":"as well, which may, which may"},{"startTime":956.08,"endTime":958.66,"body":"resonate more of the audience,"},{"startTime":958.66,"endTime":961.98,"body":"but in so bad, you know, with"},{"startTime":958.66,"endTime":961.98,"body":"Moon, it's a it's a non"},{"startTime":961.98,"endTime":967.38,"body":"alcoholic spirit. It has THC, so"},{"startTime":961.98,"endTime":967.38,"body":"it in beverages in general,"},{"startTime":967.74,"endTime":971.76,"body":"direct to consumer is still a"},{"startTime":967.74,"endTime":971.76,"body":"sales channel that is still in"},{"startTime":971.76,"endTime":974.64,"body":"the early stages. I think a lot"},{"startTime":971.76,"endTime":974.64,"body":"of companies are still trying to"},{"startTime":974.64,"endTime":977.58,"body":"figure it out. Because if you"},{"startTime":974.64,"endTime":977.58,"body":"think about beverages and the"},{"startTime":977.58,"endTime":981.98,"body":"shipping component, you know it"},{"startTime":977.58,"endTime":981.98,"body":"a lot of times it's it's heavy."},{"startTime":981.98,"endTime":985.22,"body":"Shipping costs are high. A lot"},{"startTime":981.98,"endTime":985.22,"body":"of companies are trying to"},{"startTime":985.22,"endTime":987.98,"body":"figure out, do we charge for"},{"startTime":985.22,"endTime":987.98,"body":"shipping? Do we make it free and"},{"startTime":987.98,"endTime":992.24,"body":"maybe bake it into the price? So"},{"startTime":987.98,"endTime":992.24,"body":"that's still a component that is"},{"startTime":992.36,"endTime":994.82,"body":"still trying to be figured out."},{"startTime":992.36,"endTime":994.82,"body":"But when I when I think about"},{"startTime":994.82,"endTime":1000.66,"body":"omni channel, because at sthc, a"},{"startTime":994.82,"endTime":1000.66,"body":"natural sales channel, are"},{"startTime":1000.66,"endTime":1005.58,"body":"dispensaries. So depending upon"},{"startTime":1000.66,"endTime":1005.58,"body":"the state in the US, you know,"},{"startTime":1005.58,"endTime":1010.08,"body":"some states have more leniency"},{"startTime":1005.58,"endTime":1010.08,"body":"than others, and in terms of"},{"startTime":1010.08,"endTime":1013.8,"body":"carrying beverages with THC,"},{"startTime":1010.08,"endTime":1013.8,"body":"but, uh, but a starting point is"},{"startTime":1013.8,"endTime":1017.64,"body":"dispensaries. And getting to the"},{"startTime":1013.8,"endTime":1017.64,"body":"point about omni channel"},{"startTime":1017.64,"endTime":1022.22,"body":"consistency, like because we"},{"startTime":1017.64,"endTime":1022.22,"body":"were trying to take this premium"},{"startTime":1022.52,"endTime":1027.14,"body":"value placement in the market."},{"startTime":1022.52,"endTime":1027.14,"body":"We're very particular about the"},{"startTime":1027.14,"endTime":1031.52,"body":"venues that we approach to to"},{"startTime":1027.14,"endTime":1031.52,"body":"sell our product, kind of"},{"startTime":1031.52,"endTime":1035.42,"body":"wholesale and and retail. You"},{"startTime":1031.52,"endTime":1035.42,"body":"know, we try to look for places"},{"startTime":1035.42,"endTime":1039.2,"body":"that don't look worn down. You"},{"startTime":1035.42,"endTime":1039.2,"body":"know, are we try not to make"},{"startTime":1039.2,"endTime":1043.24,"body":"judgments about the patrons of"},{"startTime":1039.2,"endTime":1043.24,"body":"the residents. But, you know, we"},{"startTime":1043.36,"endTime":1046.54,"body":"we try to go after who we think"},{"startTime":1043.36,"endTime":1046.54,"body":"our audience is going to be, and"},{"startTime":1046.54,"endTime":1050.44,"body":"that's going to respect the"},{"startTime":1046.54,"endTime":1050.44,"body":"drinks. But not only that, when"},{"startTime":1050.44,"endTime":1054.52,"body":"we go to these locations, we"},{"startTime":1050.44,"endTime":1054.52,"body":"actually try to influence the"},{"startTime":1054.52,"endTime":1058.6,"body":"placement of our beverages like"},{"startTime":1054.52,"endTime":1058.6,"body":"we want our beverages placed"},{"startTime":1058.6,"endTime":1061.74,"body":"near other premium beverages,"},{"startTime":1058.6,"endTime":1061.74,"body":"whether they're, you know,"},{"startTime":1061.74,"endTime":1066.72,"body":"spirits or beers or Celsius. So"},{"startTime":1061.74,"endTime":1066.72,"body":"I think that getting at the"},{"startTime":1066.72,"endTime":1070.02,"body":"consistency that's that's part"},{"startTime":1066.72,"endTime":1070.02,"body":"of what we try to, you know,"},{"startTime":1070.02,"endTime":1073.74,"body":"translate across the retail"},{"startTime":1070.02,"endTime":1073.74,"body":"experience. And then when you go"},{"startTime":1073.74,"endTime":1076.8,"body":"online, you see our beautiful"},{"startTime":1073.74,"endTime":1076.8,"body":"designs and elements with our"},{"startTime":1076.8,"endTime":1080.96,"body":"website, our emails, our ads and"},{"startTime":1076.8,"endTime":1080.96,"body":"all things of that nature. So"},{"startTime":1081.2,"endTime":1084.86,"body":"yeah, interesting. So"},{"startTime":1081.2,"endTime":1084.86,"body":"consistency, even across retail"},{"startTime":1084.86,"endTime":1087.68,"body":"to e commerce, is interesting"},{"startTime":1084.86,"endTime":1087.68,"body":"because you think that they"},{"startTime":1087.68,"endTime":1090.08,"body":"would be completely different"},{"startTime":1087.68,"endTime":1090.08,"body":"approaches, but it's still the"},{"startTime":1090.08,"endTime":1093.14,"body":"same brand, and you still got to"},{"startTime":1090.08,"endTime":1093.14,"body":"get that same feeling across. So"},{"startTime":1093.14,"endTime":1096.68,"body":"when you try and sell that"},{"startTime":1093.14,"endTime":1096.68,"body":"premium brand feel on a website"},{"startTime":1097.04,"endTime":1100.6,"body":"through an E commerce channel,"},{"startTime":1097.04,"endTime":1100.6,"body":"how do you get across the"},{"startTime":1100.6,"endTime":1104.38,"body":"premium feel. If that's a brand"},{"startTime":1100.6,"endTime":1104.38,"body":"that image that somebody else"},{"startTime":1104.38,"endTime":1107.62,"body":"wanted to think about, how could"},{"startTime":1104.38,"endTime":1107.62,"body":"they deliver that for their own"},{"startTime":1107.62,"endTime":1110.44,"body":"website? What are the main touch"},{"startTime":1107.62,"endTime":1110.44,"body":"points that you'd see, that"},{"startTime":1110.44,"endTime":1113.2,"body":"you'd look at to try and make it"},{"startTime":1110.44,"endTime":1113.2,"body":"a premium brand? Yeah,"},{"startTime":1113.26,"endTime":1117.1,"body":"yeah. It's a great question. So"},{"startTime":1113.26,"endTime":1117.1,"body":"you know, our web like"},{"startTime":1117.28,"endTime":1120.42,"body":"typically, with an e commerce"},{"startTime":1117.28,"endTime":1120.42,"body":"website, you have your you have"},{"startTime":1120.42,"endTime":1124.2,"body":"your homepage, you have your"},{"startTime":1120.42,"endTime":1124.2,"body":"product page, you have your"},{"startTime":1124.2,"endTime":1128.64,"body":"FAQs. And you know, if you take"},{"startTime":1124.2,"endTime":1128.64,"body":"a look at our site, by the way,"},{"startTime":1128.64,"endTime":1133.92,"body":"it's enjoy MX mxn.com, for your"},{"startTime":1128.64,"endTime":1133.92,"body":"listeners. But you know, we"},{"startTime":1133.98,"endTime":1138.36,"body":"there's a keen attention to"},{"startTime":1133.98,"endTime":1138.36,"body":"detail with the way that the"},{"startTime":1138.36,"endTime":1141.8,"body":"bottles are shot. Through"},{"startTime":1138.36,"endTime":1141.8,"body":"research, we've also found"},{"startTime":1141.8,"endTime":1147.32,"body":"bottle shots with cocktail"},{"startTime":1141.8,"endTime":1147.32,"body":"images translate into a premium"},{"startTime":1147.32,"endTime":1151.88,"body":"perception of your brand, as"},{"startTime":1147.32,"endTime":1151.88,"body":"opposed to, you know, I don't"},{"startTime":1151.88,"endTime":1154.88,"body":"want to say lifestyle shots"},{"startTime":1151.88,"endTime":1154.88,"body":"aren't premium, but we kind of"},{"startTime":1154.88,"endTime":1157.64,"body":"found that, through research"},{"startTime":1154.88,"endTime":1157.64,"body":"over time and with some testing,"},{"startTime":1157.64,"endTime":1160.72,"body":"that that equates to premium. So"},{"startTime":1157.64,"endTime":1160.72,"body":"that's a that's a big thing. I"},{"startTime":1160.72,"endTime":1164.56,"body":"think the other, you know, the"},{"startTime":1160.72,"endTime":1164.56,"body":"other big piece, too, and this"},{"startTime":1164.56,"endTime":1168.1,"body":"is applicable across categories,"},{"startTime":1164.56,"endTime":1168.1,"body":"is the notion of discounting."},{"startTime":1168.58,"endTime":1173.44,"body":"And, you know, we've kind of had"},{"startTime":1168.58,"endTime":1173.44,"body":"a hard and fast rule of No"},{"startTime":1173.44,"endTime":1179.02,"body":"discounts unless it's, unless"},{"startTime":1173.44,"endTime":1179.02,"body":"it's a, it's a VIP type"},{"startTime":1179.02,"endTime":1183.48,"body":"customer, unless it's kind of a"},{"startTime":1179.02,"endTime":1183.48,"body":"closed funnel channel. So we"},{"startTime":1183.48,"endTime":1186.6,"body":"have some affiliate activities"},{"startTime":1183.48,"endTime":1186.6,"body":"that we're running, and we have"},{"startTime":1186.6,"endTime":1191.22,"body":"some like some small discounting"},{"startTime":1186.6,"endTime":1191.22,"body":"there, but our approach is more."},{"startTime":1191.52,"endTime":1195.42,"body":"We call them plus ups, or gift"},{"startTime":1191.52,"endTime":1195.42,"body":"with purchase type promotions"},{"startTime":1195.42,"endTime":1198.72,"body":"where you have to make a"},{"startTime":1195.42,"endTime":1198.72,"body":"commitment to buy the product at"},{"startTime":1198.72,"endTime":1202.28,"body":"full price to get some. Type of"},{"startTime":1198.72,"endTime":1202.28,"body":"reward or some type of extra"},{"startTime":1202.28,"endTime":1206.96,"body":"benefit. And I think a common"},{"startTime":1202.28,"endTime":1206.96,"body":"mistake of some brands is that"},{"startTime":1206.96,"endTime":1211.04,"body":"they, they they heavily lean"},{"startTime":1206.96,"endTime":1211.04,"body":"into discounting too early,"},{"startTime":1211.28,"endTime":1214.28,"body":"where you know the note, you"},{"startTime":1211.28,"endTime":1214.28,"body":"know the hypothesis is, is that"},{"startTime":1214.28,"endTime":1218.0,"body":"you're going to see the growth"},{"startTime":1214.28,"endTime":1218.0,"body":"in the beginning. But a lot of"},{"startTime":1218.0,"endTime":1221.32,"body":"times, that doesn't translate"},{"startTime":1218.0,"endTime":1221.32,"body":"into long term success, and it's"},{"startTime":1221.32,"endTime":1224.86,"body":"harder to get those customers"},{"startTime":1221.32,"endTime":1224.86,"body":"back if you're not discounting,"},{"startTime":1224.86,"endTime":1227.38,"body":"because they're they're"},{"startTime":1224.86,"endTime":1227.38,"body":"searching or they're waiting for"},{"startTime":1227.38,"endTime":1232.72,"body":"that discount. So I think that's"},{"startTime":1227.38,"endTime":1232.72,"body":"another huge piece of creating a"},{"startTime":1232.72,"endTime":1235.84,"body":"procession of an elevated brand."},{"startTime":1232.72,"endTime":1235.84,"body":"Yeah,"},{"startTime":1236.14,"endTime":1238.9,"body":"no, I agree. I think if you"},{"startTime":1236.14,"endTime":1238.9,"body":"overdo the discounts, then,"},{"startTime":1238.9,"endTime":1242.04,"body":"well, for one thing, people"},{"startTime":1238.9,"endTime":1242.04,"body":"expect discounts next time, as"},{"startTime":1242.04,"endTime":1244.08,"body":"you say. And the other thing is,"},{"startTime":1242.04,"endTime":1244.08,"body":"if you're trying to create"},{"startTime":1244.08,"endTime":1246.84,"body":"premium experience, and then the"},{"startTime":1244.08,"endTime":1246.84,"body":"first thing that pops up within"},{"startTime":1246.84,"endTime":1251.52,"body":"10 seconds on a website is 10%"},{"startTime":1246.84,"endTime":1251.52,"body":"off on a pop up banner, it can"},{"startTime":1251.52,"endTime":1254.52,"body":"really hamper if it's a premium"},{"startTime":1251.52,"endTime":1254.52,"body":"feel that you want to give, that"},{"startTime":1254.52,"endTime":1257.4,"body":"can really take away quite"},{"startTime":1254.52,"endTime":1257.4,"body":"quickly. I'm also keen to touch"},{"startTime":1257.4,"endTime":1260.72,"body":"into different channels that"},{"startTime":1257.4,"endTime":1260.72,"body":"you're testing and using as ways"},{"startTime":1260.72,"endTime":1263.54,"body":"to get customers so still"},{"startTime":1260.72,"endTime":1263.54,"body":"through E commerce, still on"},{"startTime":1263.54,"endTime":1266.0,"body":"your website, but I know you've"},{"startTime":1263.54,"endTime":1266.0,"body":"mentioned things such as"},{"startTime":1266.0,"endTime":1269.0,"body":"podcasts, as well as other"},{"startTime":1266.0,"endTime":1269.0,"body":"channels to generate sales,"},{"startTime":1269.0,"endTime":1271.22,"body":"which are a bit outside the"},{"startTime":1269.0,"endTime":1271.22,"body":"norm. I mean, first of all, let"},{"startTime":1271.22,"endTime":1273.92,"body":"me know a little bit about"},{"startTime":1271.22,"endTime":1273.92,"body":"podcast as a marketing channel."},{"startTime":1273.92,"endTime":1276.2,"body":"I know you've been looking into"},{"startTime":1273.92,"endTime":1276.2,"body":"that with your drinks friends,"},{"startTime":1276.26,"endTime":1279.92,"body":"yeah, yeah. So um, and"},{"startTime":1276.26,"endTime":1279.92,"body":"ironically, we're on a podcast"},{"startTime":1279.92,"endTime":1283.84,"body":"right now. So this is probably"},{"startTime":1279.92,"endTime":1283.84,"body":"very, very timely, but I'm very,"},{"startTime":1283.84,"endTime":1287.86,"body":"very bullish on podcasts, and"},{"startTime":1283.84,"endTime":1287.86,"body":"I'll admit I'm a little biased."},{"startTime":1288.28,"endTime":1291.46,"body":"Number one, I used to host a"},{"startTime":1288.28,"endTime":1291.46,"body":"podcast, so I understand the"},{"startTime":1291.46,"endTime":1295.9,"body":"power of the medium. I consume"},{"startTime":1291.46,"endTime":1295.9,"body":"most of my content via podcast,"},{"startTime":1295.9,"endTime":1300.3,"body":"and I see the effectiveness of"},{"startTime":1295.9,"endTime":1300.3,"body":"ads with me personally. But I"},{"startTime":1300.54,"endTime":1305.94,"body":"think coupling that with it is"},{"startTime":1300.54,"endTime":1305.94,"body":"becoming a growing medium of"},{"startTime":1305.94,"endTime":1309.54,"body":"consumption for a lot of"},{"startTime":1305.94,"endTime":1309.54,"body":"consumers. But I think the other"},{"startTime":1309.54,"endTime":1312.96,"body":"reason why we're bullish on it"},{"startTime":1309.54,"endTime":1312.96,"body":"is, I don't know the exact"},{"startTime":1312.96,"endTime":1317.4,"body":"source, but I've heard most"},{"startTime":1312.96,"endTime":1317.4,"body":"consumers consume anywhere from"},{"startTime":1317.4,"endTime":1320.54,"body":"six to eight podcasts"},{"startTime":1317.4,"endTime":1320.54,"body":"consistently. It's kind of been"},{"startTime":1320.54,"endTime":1325.16,"body":"through some research. And what"},{"startTime":1320.54,"endTime":1325.16,"body":"that kind of implies is that if"},{"startTime":1325.16,"endTime":1327.98,"body":"you think about from a show's"},{"startTime":1325.16,"endTime":1327.98,"body":"perspective, the people that"},{"startTime":1327.98,"endTime":1330.92,"body":"consume the podcast are"},{"startTime":1327.98,"endTime":1330.92,"body":"naturally going to be very loyal"},{"startTime":1330.98,"endTime":1335.18,"body":"and very, very passionate about"},{"startTime":1330.98,"endTime":1335.18,"body":"the topic. So I think even"},{"startTime":1335.18,"endTime":1338.36,"body":"though with podcasts, you're not"},{"startTime":1335.18,"endTime":1338.36,"body":"going to have the same reach as"},{"startTime":1338.36,"endTime":1342.7,"body":"classic television or even with"},{"startTime":1338.36,"endTime":1342.7,"body":"digital compared to meta and"},{"startTime":1342.7,"endTime":1345.46,"body":"Google, if you think about it,"},{"startTime":1342.7,"endTime":1345.46,"body":"kind of from a conversion rate"},{"startTime":1345.46,"endTime":1348.34,"body":"perspective, you're likely going"},{"startTime":1345.46,"endTime":1348.34,"body":"to have a higher conversion rate"},{"startTime":1348.64,"endTime":1353.62,"body":"if your advertising aligns with"},{"startTime":1348.64,"endTime":1353.62,"body":"the audience that you're trying"},{"startTime":1353.62,"endTime":1357.16,"body":"to reach with the podcast. And"},{"startTime":1353.62,"endTime":1357.16,"body":"so I think a lot of marketers"},{"startTime":1357.16,"endTime":1359.74,"body":"are, you know, and we could go"},{"startTime":1357.16,"endTime":1359.74,"body":"on this topic for probably a"},{"startTime":1359.74,"endTime":1364.86,"body":"whole separate episode, but cost"},{"startTime":1359.74,"endTime":1364.86,"body":"to spend with media with meta"},{"startTime":1364.92,"endTime":1368.46,"body":"and Google are just increasing"},{"startTime":1364.92,"endTime":1368.46,"body":"for a lot of brands, and I think"},{"startTime":1368.46,"endTime":1370.74,"body":"a lot of brands are just looking"},{"startTime":1368.46,"endTime":1370.74,"body":"how to diversify their"},{"startTime":1370.74,"endTime":1376.08,"body":"investments. So things like"},{"startTime":1370.74,"endTime":1376.08,"body":"podcasts, Reddit, marketplaces"},{"startTime":1376.08,"endTime":1379.26,"body":"is interesting because people"},{"startTime":1376.08,"endTime":1379.26,"body":"classically just think of Amazon"},{"startTime":1379.62,"endTime":1383.06,"body":"and Walmart, but there's a lot"},{"startTime":1379.62,"endTime":1383.06,"body":"of other kind of smaller niche"},{"startTime":1383.06,"endTime":1386.78,"body":"marketplaces that are popping"},{"startTime":1383.06,"endTime":1386.78,"body":"up. But But back to your point,"},{"startTime":1386.78,"endTime":1390.02,"body":"though, I say I think podcasts"},{"startTime":1386.78,"endTime":1390.02,"body":"because of because it's a long"},{"startTime":1390.02,"endTime":1393.44,"body":"form medium, it gives an"},{"startTime":1390.02,"endTime":1393.44,"body":"opportunity to develop a really"},{"startTime":1393.44,"endTime":1398.42,"body":"passionate fan base that is more"},{"startTime":1393.44,"endTime":1398.42,"body":"likely to listen and consume"},{"startTime":1398.42,"endTime":1402.4,"body":"your your ads that you're at, or"},{"startTime":1398.42,"endTime":1402.4,"body":"your ads or sponsors that you"},{"startTime":1402.4,"endTime":1403.84,"body":"have associated with the show."},{"startTime":1402.4,"endTime":1403.84,"body":"So"},{"startTime":1403.84,"endTime":1406.48,"body":"I think it's it's always good to"},{"startTime":1403.84,"endTime":1406.48,"body":"be creative and open to new"},{"startTime":1406.48,"endTime":1410.26,"body":"channels. So obviously Google"},{"startTime":1406.48,"endTime":1410.26,"body":"and meta is our primary way that"},{"startTime":1410.26,"endTime":1413.5,"body":"we get customers, but being open"},{"startTime":1410.26,"endTime":1413.5,"body":"to different ways it can really"},{"startTime":1413.5,"endTime":1415.48,"body":"differentiate your offer"},{"startTime":1413.5,"endTime":1415.48,"body":"compared to different"},{"startTime":1415.6,"endTime":1418.72,"body":"competitors. They might not be"},{"startTime":1415.6,"endTime":1418.72,"body":"in this space. So when we talk"},{"startTime":1418.72,"endTime":1422.4,"body":"about podcasts, yes, there's"},{"startTime":1418.72,"endTime":1422.4,"body":"obviously the podcast listeners"},{"startTime":1422.4,"endTime":1425.4,"body":"are often going to be more"},{"startTime":1422.4,"endTime":1425.4,"body":"invested in you than Instagram"},{"startTime":1425.4,"endTime":1427.62,"body":"followers because they're with"},{"startTime":1425.4,"endTime":1427.62,"body":"you for a lot longer, in terms"},{"startTime":1427.62,"endTime":1430.56,"body":"of, like, the amount of content"},{"startTime":1427.62,"endTime":1430.56,"body":"that they're consuming. So I can"},{"startTime":1430.56,"endTime":1432.84,"body":"see how it would be really"},{"startTime":1430.56,"endTime":1432.84,"body":"beneficial for it to get your"},{"startTime":1432.84,"endTime":1435.72,"body":"brand in front of podcast"},{"startTime":1432.84,"endTime":1435.72,"body":"listeners. So for people that"},{"startTime":1435.72,"endTime":1438.12,"body":"are starting e commerce"},{"startTime":1435.72,"endTime":1438.12,"body":"businesses and selling high"},{"startTime":1438.12,"endTime":1440.78,"body":"ticket products, let's say, for"},{"startTime":1438.12,"endTime":1440.78,"body":"example, a high ticket a"},{"startTime":1440.78,"endTime":1444.68,"body":"barbecue, for example, and they"},{"startTime":1440.78,"endTime":1444.68,"body":"have their own brand. If they"},{"startTime":1444.68,"endTime":1447.74,"body":"were looking to try and generate"},{"startTime":1444.68,"endTime":1447.74,"body":"sales through podcasts, would"},{"startTime":1447.74,"endTime":1452.06,"body":"you say that they would should"},{"startTime":1447.74,"endTime":1452.06,"body":"have their own podcast and sort"},{"startTime":1452.06,"endTime":1455.3,"body":"of be the the center of"},{"startTime":1452.06,"endTime":1455.3,"body":"discussions around that niche,"},{"startTime":1455.3,"endTime":1458.36,"body":"that barbecue niche or niche, as"},{"startTime":1455.3,"endTime":1458.36,"body":"you'd say, or should they be"},{"startTime":1458.36,"endTime":1461.92,"body":"reaching out to other podcasts"},{"startTime":1458.36,"endTime":1461.92,"body":"in the space and trying to put"},{"startTime":1461.92,"endTime":1465.4,"body":"their affiliate links with with"},{"startTime":1461.92,"endTime":1465.4,"body":"the podcast creators that are"},{"startTime":1465.4,"endTime":1466.9,"body":"already out there? Yeah. I"},{"startTime":1466.9,"endTime":1469.42,"body":"mean, I don't know there's the"},{"startTime":1466.9,"endTime":1469.42,"body":"answer you want to hear, but I"},{"startTime":1469.42,"endTime":1472.12,"body":"do. I would think it's a"},{"startTime":1469.42,"endTime":1472.12,"body":"combination of both. So"},{"startTime":1472.12,"endTime":1476.02,"body":"definitely the latter. If you're"},{"startTime":1472.12,"endTime":1476.02,"body":"a newer brand, you're you know,"},{"startTime":1476.08,"endTime":1479.32,"body":"the biggest ways, and actually,"},{"startTime":1476.08,"endTime":1479.32,"body":"I'm curious to get your take on"},{"startTime":1479.32,"endTime":1483.72,"body":"this too, but when I hosted a"},{"startTime":1479.32,"endTime":1483.72,"body":"podcast, the biggest ways to get"},{"startTime":1483.9,"endTime":1488.94,"body":"follower growth was making"},{"startTime":1483.9,"endTime":1488.94,"body":"appearances on other podcasts,"},{"startTime":1489.54,"endTime":1493.62,"body":"running ads on other podcasts"},{"startTime":1489.54,"endTime":1493.62,"body":"that had like minded audiences."},{"startTime":1493.86,"endTime":1496.92,"body":"You know, we saw a lot more"},{"startTime":1493.86,"endTime":1496.92,"body":"growth from that perspective"},{"startTime":1496.92,"endTime":1501.14,"body":"than direct advertising I ran."},{"startTime":1496.92,"endTime":1501.14,"body":"More of a business focused"},{"startTime":1501.14,"endTime":1503.48,"body":"podcast, and we used to"},{"startTime":1501.14,"endTime":1503.48,"body":"advertise on LinkedIn and"},{"startTime":1503.48,"endTime":1507.08,"body":"Twitter, but so I think to the"},{"startTime":1503.48,"endTime":1507.08,"body":"latter of what you just said,"},{"startTime":1507.8,"endTime":1511.76,"body":"Make it appearances, either, you"},{"startTime":1507.8,"endTime":1511.76,"body":"know, through affiliate links or"},{"startTime":1511.88,"endTime":1515.78,"body":"or just appearing as guests on"},{"startTime":1511.88,"endTime":1515.78,"body":"other podcasts. If it's a"},{"startTime":1515.78,"endTime":1520.1,"body":"barbecue brand, maybe it's food,"},{"startTime":1515.78,"endTime":1520.1,"body":"maybe it's wine, or, you know,"},{"startTime":1520.1,"endTime":1524.62,"body":"things along that nature. I'm a"},{"startTime":1520.1,"endTime":1524.62,"body":"big fan though. I think to your"},{"startTime":1524.62,"endTime":1529.06,"body":"first point, you know, running"},{"startTime":1524.62,"endTime":1529.06,"body":"and managing your own podcast. I"},{"startTime":1529.06,"endTime":1532.78,"body":"think if you can, if you can get"},{"startTime":1529.06,"endTime":1532.78,"body":"a good host and have interesting"},{"startTime":1532.78,"endTime":1535.54,"body":"and relevant topics that you"},{"startTime":1532.78,"endTime":1535.54,"body":"could talk about on a regular"},{"startTime":1535.54,"endTime":1540.6,"body":"basis, I would say definitely go"},{"startTime":1535.54,"endTime":1540.6,"body":"that route as well too. But you"},{"startTime":1540.6,"endTime":1544.44,"body":"know, really to have success and"},{"startTime":1540.6,"endTime":1544.44,"body":"staying power, you know, you"},{"startTime":1544.44,"endTime":1548.82,"body":"really need to have, you know, a"},{"startTime":1544.44,"endTime":1548.82,"body":"new show or topic, at least"},{"startTime":1548.82,"endTime":1552.54,"body":"every other week, ideally once a"},{"startTime":1548.82,"endTime":1552.54,"body":"week, you know, minimum, to keep"},{"startTime":1552.54,"endTime":1556.32,"body":"people engaged with with your"},{"startTime":1552.54,"endTime":1556.32,"body":"show. So that's, that's kind of"},{"startTime":1556.32,"endTime":1557.94,"body":"how, how I'd approach it."},{"startTime":1556.32,"endTime":1557.94,"body":"Interesting."},{"startTime":1557.94,"endTime":1561.26,"body":"Yeah, they said we, we see a lot"},{"startTime":1557.94,"endTime":1561.26,"body":"of people come and find our"},{"startTime":1561.26,"endTime":1564.98,"body":"podcast when we create episodes"},{"startTime":1561.26,"endTime":1564.98,"body":"on certain subjects that we can"},{"startTime":1564.98,"endTime":1567.5,"body":"see are being searched a lot as"},{"startTime":1564.98,"endTime":1567.5,"body":"well. So that's a way that I"},{"startTime":1567.5,"endTime":1569.78,"body":"would capitalize. If you're"},{"startTime":1567.5,"endTime":1569.78,"body":"going to create your own"},{"startTime":1569.84,"endTime":1572.78,"body":"podcast, just see what people"},{"startTime":1569.84,"endTime":1572.78,"body":"are already searching for in"},{"startTime":1572.78,"endTime":1575.0,"body":"your niche, answer those"},{"startTime":1572.78,"endTime":1575.0,"body":"questions, and that'll be"},{"startTime":1575.0,"endTime":1577.58,"body":"another way of advertising your"},{"startTime":1575.0,"endTime":1577.58,"body":"brand. So it's like content"},{"startTime":1577.58,"endTime":1580.1,"body":"marketing. It's like another way"},{"startTime":1577.58,"endTime":1580.1,"body":"of having a blog or a YouTube"},{"startTime":1580.1,"endTime":1583.36,"body":"channel, but a podcast answering"},{"startTime":1580.1,"endTime":1583.36,"body":"people's questions in the niche"},{"startTime":1583.36,"endTime":1585.7,"body":"and then getting people to"},{"startTime":1583.36,"endTime":1585.7,"body":"drive, drive that growth for"},{"startTime":1585.7,"endTime":1588.76,"body":"your for your podcast. So for"},{"startTime":1585.7,"endTime":1588.76,"body":"example, what we wanted to do"},{"startTime":1588.76,"endTime":1591.64,"body":"with this episode that we spoke"},{"startTime":1588.76,"endTime":1591.64,"body":"about before feathers, we wanted"},{"startTime":1591.64,"endTime":1595.66,"body":"to provide an example of how"},{"startTime":1591.64,"endTime":1595.66,"body":"this is in action. So for your"},{"startTime":1595.66,"endTime":1599.32,"body":"brands, for example, you've come"},{"startTime":1595.66,"endTime":1599.32,"body":"on this podcast today, spoken"},{"startTime":1599.32,"endTime":1601.92,"body":"about moon and bear the two"},{"startTime":1599.32,"endTime":1601.92,"body":"drinks brands that you're"},{"startTime":1601.92,"endTime":1604.8,"body":"working with through Mojo. And"},{"startTime":1601.92,"endTime":1604.8,"body":"so we'll put links in the"},{"startTime":1604.8,"endTime":1608.28,"body":"description for for that. And"},{"startTime":1604.8,"endTime":1608.28,"body":"we've done that. We've done that"},{"startTime":1608.28,"endTime":1612.06,"body":"so that people can see it in"},{"startTime":1608.28,"endTime":1612.06,"body":"action and how it works. So if"},{"startTime":1612.06,"endTime":1614.52,"body":"you're the type of person like"},{"startTime":1612.06,"endTime":1614.52,"body":"Phil who's very confident on a"},{"startTime":1614.52,"endTime":1618.06,"body":"podcast, then that can work. But"},{"startTime":1614.52,"endTime":1618.06,"body":"to that point, Phil as well, if,"},{"startTime":1618.06,"endTime":1620.34,"body":"if they're not the type of"},{"startTime":1618.06,"endTime":1620.34,"body":"person that wants to speak on a"},{"startTime":1620.34,"endTime":1622.94,"body":"podcast, wants to be the public"},{"startTime":1620.34,"endTime":1622.94,"body":"face of their brand, their"},{"startTime":1623.06,"endTime":1625.94,"body":"brand. Could they just reach out"},{"startTime":1623.06,"endTime":1625.94,"body":"to podcasts instead? Have you"},{"startTime":1625.94,"endTime":1628.58,"body":"ever seen anyone do that? Yeah."},{"startTime":1625.94,"endTime":1628.58,"body":"I mean, I've"},{"startTime":1628.58,"endTime":1631.28,"body":"seen that. You know, another"},{"startTime":1628.58,"endTime":1631.28,"body":"interesting approach, you know,"},{"startTime":1631.28,"endTime":1633.8,"body":"another interesting approach"},{"startTime":1631.28,"endTime":1633.8,"body":"that I've seen with with some of"},{"startTime":1633.8,"endTime":1637.82,"body":"our competitors, actually, is"},{"startTime":1633.8,"endTime":1637.82,"body":"the, I mean, the other big thing"},{"startTime":1637.82,"endTime":1640.22,"body":"that we the other channel we"},{"startTime":1637.82,"endTime":1640.22,"body":"haven't talked about, is Tiktok."},{"startTime":1640.22,"endTime":1644.14,"body":"So Tiktok is exploding,"},{"startTime":1640.22,"endTime":1644.14,"body":"especially, especially with the"},{"startTime":1644.14,"endTime":1648.28,"body":"younger demographic and and what"},{"startTime":1644.14,"endTime":1648.28,"body":"you'll see a lot of times brands"},{"startTime":1648.28,"endTime":1652.06,"body":"will appoint, they'll have a you"},{"startTime":1648.28,"endTime":1652.06,"body":"know, everybody's trying to get"},{"startTime":1652.12,"endTime":1658.06,"body":"influencers to help promote and"},{"startTime":1652.12,"endTime":1658.06,"body":"and bring their follower group"},{"startTime":1658.24,"endTime":1661.86,"body":"to the brand. But a lot of times"},{"startTime":1658.24,"endTime":1661.86,"body":"people will, you know whether"},{"startTime":1661.86,"endTime":1664.62,"body":"they pay them or whether they"},{"startTime":1661.86,"endTime":1664.62,"body":"just find an influencer that's"},{"startTime":1664.62,"endTime":1667.74,"body":"passionate about their brand,"},{"startTime":1664.62,"endTime":1667.74,"body":"they'll appoint them to be the"},{"startTime":1667.74,"endTime":1672.36,"body":"point person, the face, the"},{"startTime":1667.74,"endTime":1672.36,"body":"spokesperson for the brand, and"},{"startTime":1672.36,"endTime":1676.26,"body":"then utilize that person to not"},{"startTime":1672.36,"endTime":1676.26,"body":"just post on Tiktok or"},{"startTime":1676.26,"endTime":1680.64,"body":"Instagram, but also, you Know,"},{"startTime":1676.26,"endTime":1680.64,"body":"make appearances on podcasts,"},{"startTime":1680.88,"endTime":1685.1,"body":"participate in, or should deals"},{"startTime":1680.88,"endTime":1685.1,"body":"or be the facilitators. So I"},{"startTime":1685.1,"endTime":1688.88,"body":"think that's that, you know,"},{"startTime":1685.1,"endTime":1688.88,"body":"honestly, regardless if the"},{"startTime":1688.88,"endTime":1693.32,"body":"brand's leadership is the face"},{"startTime":1688.88,"endTime":1693.32,"body":"of the brand, I think pursuing"},{"startTime":1693.32,"endTime":1697.34,"body":"influencers and having them help"},{"startTime":1693.32,"endTime":1697.34,"body":"expand the reach should be part"},{"startTime":1697.34,"endTime":1699.62,"body":"of the playbook, regardless."},{"startTime":1697.34,"endTime":1699.62,"body":"That's"},{"startTime":1699.86,"endTime":1703.42,"body":"it fantastic, some really good,"},{"startTime":1699.86,"endTime":1703.42,"body":"creative ways to drive new sales"},{"startTime":1703.42,"endTime":1706.36,"body":"for an E commerce business"},{"startTime":1703.42,"endTime":1706.36,"body":"there, and for those people that"},{"startTime":1706.36,"endTime":1709.72,"body":"are just starting out in E"},{"startTime":1706.36,"endTime":1709.72,"body":"commerce. Phil, I'd like to know"},{"startTime":1709.72,"endTime":1712.24,"body":"with your experience, the vast"},{"startTime":1709.72,"endTime":1712.24,"body":"experience in different e"},{"startTime":1712.24,"endTime":1715.18,"body":"commerce roles, especially now"},{"startTime":1712.24,"endTime":1715.18,"body":"working with startups, what"},{"startTime":1715.42,"endTime":1719.2,"body":"practical advice would you give"},{"startTime":1715.42,"endTime":1719.2,"body":"to people to help them succeed"},{"startTime":1719.2,"endTime":1721.32,"body":"when they're first getting"},{"startTime":1719.2,"endTime":1721.32,"body":"started? Yeah, I"},{"startTime":1721.32,"endTime":1726.6,"body":"think, you know, I hate to, I"},{"startTime":1721.32,"endTime":1726.6,"body":"hate to drill it down into"},{"startTime":1726.66,"endTime":1730.98,"body":"academic principles, but when I"},{"startTime":1726.66,"endTime":1730.98,"body":"went to business school, the"},{"startTime":1730.98,"endTime":1734.22,"body":"first thing we learned in"},{"startTime":1730.98,"endTime":1734.22,"body":"marketing was you can't be"},{"startTime":1734.22,"endTime":1739.62,"body":"everything to everybody. I think"},{"startTime":1734.22,"endTime":1739.62,"body":"a lot of times when you're just"},{"startTime":1739.62,"endTime":1744.98,"body":"starting out, you're gonna have"},{"startTime":1739.62,"endTime":1744.98,"body":"1010 you know, 1000 to 10,000"},{"startTime":1745.4,"endTime":1749.78,"body":"ideas that you want to pursue."},{"startTime":1745.4,"endTime":1749.78,"body":"But I think the notion of, I"},{"startTime":1749.78,"endTime":1753.38,"body":"think, I think it's always good,"},{"startTime":1749.78,"endTime":1753.38,"body":"as in the early stages, is to"},{"startTime":1753.38,"endTime":1757.1,"body":"document, you know, everything"},{"startTime":1753.38,"endTime":1757.1,"body":"you want to do from an idea"},{"startTime":1757.1,"endTime":1761.92,"body":"standpoint, when you think about"},{"startTime":1757.1,"endTime":1761.92,"body":"setup and growth. But then, you"},{"startTime":1761.92,"endTime":1765.28,"body":"know, try to really focus on"},{"startTime":1761.92,"endTime":1765.28,"body":"three to four things to"},{"startTime":1765.28,"endTime":1769.48,"body":"accomplish each month. And do"},{"startTime":1765.28,"endTime":1769.48,"body":"those things well, is something"},{"startTime":1769.48,"endTime":1773.08,"body":"that I would encourage to each"},{"startTime":1769.48,"endTime":1773.08,"body":"brand and and back to our our"},{"startTime":1773.08,"endTime":1777.64,"body":"point initially taking the time"},{"startTime":1773.08,"endTime":1777.64,"body":"to understand the product market"},{"startTime":1777.64,"endTime":1782.28,"body":"fit of your brand, which entails"},{"startTime":1777.64,"endTime":1782.28,"body":"understanding who your audience"},{"startTime":1782.28,"endTime":1787.44,"body":"is and what you know, what pain"},{"startTime":1782.28,"endTime":1787.44,"body":"points or what values are going"},{"startTime":1787.44,"endTime":1789.84,"body":"to resonate with them, like"},{"startTime":1787.44,"endTime":1789.84,"body":"taking the time out to"},{"startTime":1789.84,"endTime":1793.56,"body":"understand that before you get"},{"startTime":1789.84,"endTime":1793.56,"body":"into developing your messaging,"},{"startTime":1793.56,"endTime":1797.52,"body":"your copy, your ads, your"},{"startTime":1793.56,"endTime":1797.52,"body":"website, design, your customer"},{"startTime":1797.52,"endTime":1799.74,"body":"service scripts, like, like, you"},{"startTime":1797.52,"endTime":1799.74,"body":"know, taking a little bit of"},{"startTime":1799.74,"endTime":1803.42,"body":"time. That to figure that out"},{"startTime":1799.74,"endTime":1803.42,"body":"before just diving in is going"},{"startTime":1803.42,"endTime":1808.46,"body":"to be imperative. And yeah, and"},{"startTime":1803.42,"endTime":1808.46,"body":"then the other thing is, is, I"},{"startTime":1808.46,"endTime":1811.28,"body":"think especially because I'm"},{"startTime":1808.46,"endTime":1811.28,"body":"starting to have discussions,"},{"startTime":1811.28,"endTime":1814.28,"body":"too, about some startup"},{"startTime":1811.28,"endTime":1814.28,"body":"businesses and maybe getting"},{"startTime":1814.28,"endTime":1816.68,"body":"involved with some of those on"},{"startTime":1814.28,"endTime":1816.68,"body":"the side. And I it's, it's"},{"startTime":1816.68,"endTime":1821.02,"body":"interesting, because I talk with"},{"startTime":1816.68,"endTime":1821.02,"body":"a lot of my peers who are"},{"startTime":1821.02,"endTime":1828.34,"body":"advisors for brands, and so many"},{"startTime":1821.02,"endTime":1828.34,"body":"work with CEOs that they think"},{"startTime":1828.34,"endTime":1832.96,"body":"they can be idea creative"},{"startTime":1828.34,"endTime":1832.96,"body":"people, but also operators. And"},{"startTime":1832.96,"endTime":1836.14,"body":"a lot of times, those two skill"},{"startTime":1832.96,"endTime":1836.14,"body":"sets are completely different."},{"startTime":1836.44,"endTime":1839.56,"body":"And I think the overarching"},{"startTime":1836.44,"endTime":1839.56,"body":"message that I would have is"},{"startTime":1839.8,"endTime":1843.6,"body":"understand what your strikes are"},{"startTime":1839.8,"endTime":1843.6,"body":"and where you're going to need"},{"startTime":1843.6,"endTime":1847.8,"body":"support from other resources or"},{"startTime":1843.6,"endTime":1847.8,"body":"other subject matter experts. So"},{"startTime":1847.8,"endTime":1851.46,"body":"from a people and staffing"},{"startTime":1847.8,"endTime":1851.46,"body":"standpoint, I think a lot of"},{"startTime":1851.46,"endTime":1854.64,"body":"people, you know, we have"},{"startTime":1851.46,"endTime":1854.64,"body":"Superman complexes, and we we"},{"startTime":1854.64,"endTime":1858.3,"body":"want to take the most cost"},{"startTime":1854.64,"endTime":1858.3,"body":"effective way to get a lot of"},{"startTime":1858.3,"endTime":1861.8,"body":"crap done. But I think as soon"},{"startTime":1858.3,"endTime":1861.8,"body":"as you can understand what your"},{"startTime":1861.8,"endTime":1865.16,"body":"weaknesses are and trying to"},{"startTime":1861.8,"endTime":1865.16,"body":"close their gaps or other means"},{"startTime":1865.16,"endTime":1868.1,"body":"is is critically important too."},{"startTime":1865.16,"endTime":1868.1,"body":"So focus"},{"startTime":1868.1,"endTime":1872.18,"body":"and understanding when it's best"},{"startTime":1868.1,"endTime":1872.18,"body":"to outsource and bring in"},{"startTime":1872.18,"endTime":1875.66,"body":"experts in certain areas,"},{"startTime":1872.18,"endTime":1875.66,"body":"because you can't be the master"},{"startTime":1875.66,"endTime":1878.66,"body":"of all trades. That's why it's"},{"startTime":1875.66,"endTime":1878.66,"body":"the jack of all trades, isn't"},{"startTime":1878.66,"endTime":1882.04,"body":"it? That the saying goes. So"},{"startTime":1878.66,"endTime":1882.04,"body":"fantastic. Really good advice."},{"startTime":1882.04,"endTime":1884.8,"body":"Phil, really enjoyed our"},{"startTime":1882.04,"endTime":1884.8,"body":"conversation today. If people"},{"startTime":1884.8,"endTime":1888.34,"body":"want to learn more about the"},{"startTime":1884.8,"endTime":1888.34,"body":"work that you're doing and learn"},{"startTime":1888.34,"endTime":1890.86,"body":"more from you, Phil, where would"},{"startTime":1888.34,"endTime":1890.86,"body":"you recommend that they go?"},{"startTime":1891.1,"endTime":1891.4,"body":"Yeah,"},{"startTime":1891.4,"endTime":1896.92,"body":"so LinkedIn is probably the best"},{"startTime":1891.4,"endTime":1896.92,"body":"route. So Phil Irvine, I believe"},{"startTime":1896.92,"endTime":1901.38,"body":"you just, if you just put it."},{"startTime":1896.92,"endTime":1901.38,"body":"Phil Irvine, Mojo, M, O, J, O, I"},{"startTime":1901.38,"endTime":1907.08,"body":"should pop up also. My email"},{"startTime":1901.38,"endTime":1907.08,"body":"address is Phil at Mojo, psg.com"},{"startTime":1907.98,"endTime":1911.46,"body":"I love to engage in these types"},{"startTime":1907.98,"endTime":1911.46,"body":"of discussions. Uh, happy to"},{"startTime":1911.46,"endTime":1915.42,"body":"help. And also my company, we"},{"startTime":1911.46,"endTime":1915.42,"body":"provide growth e commerce"},{"startTime":1915.42,"endTime":1918.0,"body":"services. So if you need, if you"},{"startTime":1915.42,"endTime":1918.0,"body":"need some help, we can, we can"},{"startTime":1918.0,"endTime":1919.14,"body":"talk about that as well too."},{"startTime":1919.2,"endTime":1922.52,"body":"So perfect. We'll make sure all"},{"startTime":1919.2,"endTime":1922.52,"body":"of those links are beneath this"},{"startTime":1922.52,"endTime":1925.22,"body":"episode as well, whether that's"},{"startTime":1922.52,"endTime":1925.22,"body":"in the show notes or the podcast"},{"startTime":1925.22,"endTime":1927.8,"body":"or the description of the"},{"startTime":1925.22,"endTime":1927.8,"body":"YouTube video version, and the"},{"startTime":1927.8,"endTime":1930.5,"body":"links will also be there for"},{"startTime":1927.8,"endTime":1930.5,"body":"your drinks brands. But I have"},{"startTime":1930.5,"endTime":1932.96,"body":"to say, the disclaimer is that"},{"startTime":1930.5,"endTime":1932.96,"body":"those links will only work for"},{"startTime":1932.96,"endTime":1935.3,"body":"us customers. I believe, Phil,"},{"startTime":1932.96,"endTime":1935.3,"body":"is that correct? They can only"},{"startTime":1935.3,"endTime":1937.28,"body":"be delivered to us customers."},{"startTime":1935.3,"endTime":1937.28,"body":"Yeah,"},{"startTime":1937.28,"endTime":1940.72,"body":"that's a good call out. Well,"},{"startTime":1937.28,"endTime":1940.72,"body":"yeah, curly, unfortunately, we"},{"startTime":1940.72,"endTime":1943.54,"body":"only distribute in the United"},{"startTime":1940.72,"endTime":1943.54,"body":"States. I mean, hopefully we'll"},{"startTime":1943.54,"endTime":1946.3,"body":"be international in the near"},{"startTime":1943.54,"endTime":1946.3,"body":"future, but yeah, it's only we"},{"startTime":1946.36,"endTime":1948.1,"body":"only deliver in the United"},{"startTime":1946.36,"endTime":1948.1,"body":"States right"},{"startTime":1948.1,"endTime":1950.44,"body":"now. All good. Well, perfect. We"},{"startTime":1948.1,"endTime":1950.44,"body":"still wanted to illustrate how"},{"startTime":1950.5,"endTime":1953.62,"body":"Podcasts can be a sales channel"},{"startTime":1950.5,"endTime":1953.62,"body":"for people, and so you'll see"},{"startTime":1953.62,"endTime":1956.62,"body":"that in the description if you"},{"startTime":1953.62,"endTime":1956.62,"body":"check that out. But no, thank"},{"startTime":1956.62,"endTime":1959.32,"body":"you again for sharing all of"},{"startTime":1956.62,"endTime":1959.32,"body":"your insights today. Phil,"},{"startTime":1959.32,"endTime":1960.9,"body":"really appreciate it. No, thank"},{"startTime":1960.9,"endTime":1962.82,"body":"you again, too, and really,"},{"startTime":1960.9,"endTime":1962.82,"body":"really appreciate the"},{"startTime":1962.82,"endTime":1964.08,"body":"opportunity here. Louis, that"},{"startTime":1964.08,"endTime":1966.9,"body":"was a great conversation there"},{"startTime":1964.08,"endTime":1966.9,"body":"with Phil. Incredibly"},{"startTime":1966.96,"endTime":1969.96,"body":"insightful. I think he provided"},{"startTime":1966.96,"endTime":1969.96,"body":"a lot of valuable strategies"},{"startTime":1969.96,"endTime":1972.54,"body":"that people can take away"},{"startTime":1969.96,"endTime":1972.54,"body":"straight away from this episode"},{"startTime":1972.72,"endTime":1976.26,"body":"to expand their marketing beyond"},{"startTime":1972.72,"endTime":1976.26,"body":"just the usual channels."},{"startTime":1976.32,"endTime":1977.04,"body":"Absolutely,"},{"startTime":1977.04,"endTime":1980.84,"body":"yeah, Phil's emphasis on omni"},{"startTime":1977.04,"endTime":1980.84,"body":"channel marketing and customer"},{"startTime":1980.84,"endTime":1983.84,"body":"centric strategies was really"},{"startTime":1980.84,"endTime":1983.84,"body":"powerful. So really enjoyed that"},{"startTime":1983.84,"endTime":1986.24,"body":"one. And I know that these"},{"startTime":1983.84,"endTime":1986.24,"body":"approaches are essential in"},{"startTime":1986.24,"endTime":1990.08,"body":"today's e commerce landscape. So"},{"startTime":1986.24,"endTime":1990.08,"body":"some really valuable tips there,"},{"startTime":1990.74,"endTime":1994.04,"body":"if you're looking to implement"},{"startTime":1990.74,"endTime":1994.04,"body":"the field strategies alongside a"},{"startTime":1994.04,"endTime":1998.24,"body":"solid e commerce framework. My"},{"startTime":1994.04,"endTime":1998.24,"body":"book, the home turf advantage,"},{"startTime":1998.24,"endTime":2001.86,"body":"lays out everything you need to"},{"startTime":1998.24,"endTime":2001.86,"body":"build a successful dropshipping"},{"startTime":2001.86,"endTime":2004.68,"body":"business, combining these"},{"startTime":2001.86,"endTime":2004.68,"body":"insights that you heard today"},{"startTime":2004.68,"endTime":2007.8,"body":"with our structured approach"},{"startTime":2004.68,"endTime":2007.8,"body":"will give you a comprehensive"},{"startTime":2007.8,"endTime":2010.62,"body":"path to success. You can get"},{"startTime":2007.8,"endTime":2010.62,"body":"your copy today@htabook.com"},{"startTime":2012.9,"endTime":2016.44,"body":"enjoying the podcast, we'd love"},{"startTime":2012.9,"endTime":2016.44,"body":"to hear from you leave a comment"},{"startTime":2016.44,"endTime":2019.56,"body":"or a review, and we might just"},{"startTime":2016.44,"endTime":2019.56,"body":"feature it on an upcoming"},{"startTime":2019.56,"endTime":2023.72,"body":"episode, also for detailed show"},{"startTime":2019.56,"endTime":2023.72,"body":"notes and resources. Head to"},{"startTime":2023.72,"endTime":2024.56,"body":"dropship, unlock.com"},{"startTime":2025.28,"endTime":2029.66,"body":"forward slash podcast. If you"},{"startTime":2025.28,"endTime":2029.66,"body":"found value from any episode of"},{"startTime":2029.66,"endTime":2033.08,"body":"this podcast, please take just"},{"startTime":2029.66,"endTime":2033.08,"body":"10 seconds to leave us a quick"},{"startTime":2033.08,"endTime":2036.38,"body":"five star review on your"},{"startTime":2033.08,"endTime":2036.38,"body":"podcast. App of choice, it helps"},{"startTime":2036.38,"endTime":2039.02,"body":"us more than you could imagine."},{"startTime":2036.38,"endTime":2039.02,"body":"And who knows, you might just"},{"startTime":2039.02,"endTime":2041.62,"body":"hear your comments on the show."},{"startTime":2039.02,"endTime":2041.62,"body":"Thanks for being part of our"},{"startTime":2041.62,"endTime":2044.68,"body":"community. Your support helps us"},{"startTime":2041.62,"endTime":2044.68,"body":"keep delivering a new episode"},{"startTime":2044.74,"endTime":2045.82,"body":"every week. Now"},{"startTime":2045.82,"endTime":2048.16,"body":"it's time to answer a question"},{"startTime":2045.82,"endTime":2048.16,"body":"that we've had in from a"},{"startTime":2048.16,"endTime":2051.52,"body":"listener. So thank you very"},{"startTime":2048.16,"endTime":2051.52,"body":"much. To discover with Nasir,"},{"startTime":2051.7,"endTime":2055.06,"body":"who has left a question beneath"},{"startTime":2051.7,"endTime":2055.06,"body":"a YouTube video version of a"},{"startTime":2055.06,"endTime":2058.24,"body":"previous podcast episode, and so"},{"startTime":2055.06,"endTime":2058.24,"body":"that is the way that you can get"},{"startTime":2058.24,"endTime":2061.8,"body":"your questions in to have it"},{"startTime":2058.24,"endTime":2061.8,"body":"answered on a future episode. So"},{"startTime":2061.86,"endTime":2066.0,"body":"discover. Witness here has asked"},{"startTime":2061.86,"endTime":2066.0,"body":"if we create a generic store"},{"startTime":2066.12,"endTime":2069.9,"body":"that provides various categories"},{"startTime":2066.12,"endTime":2069.9,"body":"of products, such as outdoor"},{"startTime":2069.9,"endTime":2073.68,"body":"cooking equipment, games, rooms,"},{"startTime":2069.9,"endTime":2073.68,"body":"items, hot tubs, all in one"},{"startTime":2073.68,"endTime":2076.74,"body":"store. What is your advice on"},{"startTime":2073.68,"endTime":2076.74,"body":"this approach?"},{"startTime":2076.799,"endTime":2079.799,"body":"Thank you for your question, and"},{"startTime":2076.799,"endTime":2079.799,"body":"I'll start by breaking down the"},{"startTime":2079.799,"endTime":2082.879,"body":"pros and cons of having a"},{"startTime":2079.799,"endTime":2082.879,"body":"general drop shipping store, and"},{"startTime":2082.939,"endTime":2085.039,"body":"then I'll provide our"},{"startTime":2082.939,"endTime":2085.039,"body":"recommendation just so it's"},{"startTime":2085.039,"endTime":2089.719,"body":"based on kind of context. So the"},{"startTime":2085.039,"endTime":2089.719,"body":"pros of a generic store,"},{"startTime":2089.899,"endTime":2092.779,"body":"obviously you've got a much"},{"startTime":2089.899,"endTime":2092.779,"body":"wider range of customers"},{"startTime":2092.779,"endTime":2095.539,"body":"interested in all the different"},{"startTime":2092.779,"endTime":2095.539,"body":"categories, so potentially a"},{"startTime":2095.539,"endTime":2099.319,"body":"much wider total addressable"},{"startTime":2095.539,"endTime":2099.319,"body":"market. By doing that, you've"},{"startTime":2099.319,"endTime":2103.299,"body":"also got. Selling opportunities,"},{"startTime":2099.319,"endTime":2103.299,"body":"so potential other things that"},{"startTime":2103.299,"endTime":2106.179,"body":"you can sell to customers that"},{"startTime":2103.299,"endTime":2106.179,"body":"may be because they like to one"},{"startTime":2106.179,"endTime":2109.119,"body":"item in one niche, you could"},{"startTime":2106.179,"endTime":2109.119,"body":"potentially upsell or cross sell"},{"startTime":2109.119,"endTime":2112.779,"body":"them an item in another niche."},{"startTime":2109.119,"endTime":2112.779,"body":"However, some of the cons of a"},{"startTime":2112.779,"endTime":2116.139,"body":"generic store are that you're"},{"startTime":2112.779,"endTime":2116.139,"body":"going to have brand identity"},{"startTime":2116.139,"endTime":2119.619,"body":"challenges. So it's much harder"},{"startTime":2116.139,"endTime":2119.619,"body":"to establish a really strong"},{"startTime":2119.619,"endTime":2124.139,"body":"brand identity and that kind of"},{"startTime":2119.619,"endTime":2124.139,"body":"niche authority if you're trying"},{"startTime":2124.139,"endTime":2126.779,"body":"to be The Everything Store, if"},{"startTime":2124.139,"endTime":2126.779,"body":"you're trying to compete with"},{"startTime":2127.019,"endTime":2129.899,"body":"Amazon or Wayfair at their own"},{"startTime":2127.019,"endTime":2129.899,"body":"game, you know, those guys have"},{"startTime":2129.899,"endTime":2133.379,"body":"deep pockets, and so it's"},{"startTime":2129.899,"endTime":2133.379,"body":"difficult to try to be another"},{"startTime":2133.379,"endTime":2135.959,"body":"one of them, certainly when"},{"startTime":2133.379,"endTime":2135.959,"body":"you're just getting started and"},{"startTime":2135.959,"endTime":2138.959,"body":"maybe haven't got the marketing"},{"startTime":2135.959,"endTime":2138.959,"body":"budget to stretch as far and"},{"startTime":2138.959,"endTime":2142.159,"body":"wide as they have. The other"},{"startTime":2138.959,"endTime":2142.159,"body":"thing is, it requires much more"},{"startTime":2142.159,"endTime":2146.359,"body":"diverse and complex marketing"},{"startTime":2142.159,"endTime":2146.359,"body":"strategies to effectively target"},{"startTime":2146.359,"endTime":2149.179,"body":"the various customer segments."},{"startTime":2146.359,"endTime":2149.179,"body":"So imagine you've got customer"},{"startTime":2149.179,"endTime":2153.019,"body":"coming in who wanted to buy a"},{"startTime":2149.179,"endTime":2153.019,"body":"hot tub, but maybe abandon their"},{"startTime":2153.019,"endTime":2156.439,"body":"cart. Now you've got to create a"},{"startTime":2153.019,"endTime":2156.439,"body":"follow up sequence of emails"},{"startTime":2156.439,"endTime":2159.679,"body":"that are specific to a customer"},{"startTime":2156.439,"endTime":2159.679,"body":"who wanted a hot tub, but then"},{"startTime":2159.679,"endTime":2162.459,"body":"you've also got a customer over"},{"startTime":2159.679,"endTime":2162.459,"body":"here that wanted a barbecue and"},{"startTime":2162.459,"endTime":2164.619,"body":"did the same. So you have to"},{"startTime":2162.459,"endTime":2164.619,"body":"make sure the messaging is"},{"startTime":2164.619,"endTime":2167.859,"body":"either very generic and bland,"},{"startTime":2164.619,"endTime":2167.859,"body":"which doesn't really hit home."},{"startTime":2167.859,"endTime":2170.619,"body":"If you talk to everyone, you're"},{"startTime":2167.859,"endTime":2170.619,"body":"talking to no one, as they say,"},{"startTime":2171.039,"endTime":2174.459,"body":"or you have to have very"},{"startTime":2171.039,"endTime":2174.459,"body":"complex, segmented email"},{"startTime":2174.459,"endTime":2178.299,"body":"campaigns and ad campaigns that"},{"startTime":2174.459,"endTime":2178.299,"body":"target all these so it can be"},{"startTime":2178.299,"endTime":2181.679,"body":"done. It just creates, in my"},{"startTime":2178.299,"endTime":2181.679,"body":"opinion, what is unnecessary"},{"startTime":2181.679,"endTime":2185.519,"body":"complexity, and that's why my"},{"startTime":2181.679,"endTime":2185.519,"body":"recommendation on what I do"},{"startTime":2185.699,"endTime":2189.359,"body":"would be to just start off by"},{"startTime":2185.699,"endTime":2189.359,"body":"focusing on a real niche"},{"startTime":2189.539,"endTime":2193.739,"body":"specialist area. If you build a"},{"startTime":2189.539,"endTime":2193.739,"body":"store around a specific niche,"},{"startTime":2193.739,"endTime":2196.859,"body":"it could help you establish"},{"startTime":2193.739,"endTime":2196.859,"body":"authority within that much"},{"startTime":2196.859,"endTime":2202.099,"body":"smaller market, much much faster"},{"startTime":2196.859,"endTime":2202.099,"body":"and you don't need as wide of a"},{"startTime":2202.099,"endTime":2204.859,"body":"total addressable market. You"},{"startTime":2202.099,"endTime":2204.859,"body":"know, you don't need as many"},{"startTime":2204.859,"endTime":2208.399,"body":"audience members, because your"},{"startTime":2204.859,"endTime":2208.399,"body":"conversion rate will be so much"},{"startTime":2208.399,"endTime":2211.339,"body":"higher, because the customers"},{"startTime":2208.399,"endTime":2211.339,"body":"that do land on your store will"},{"startTime":2211.339,"endTime":2214.459,"body":"feel perfectly at home. They'll"},{"startTime":2211.339,"endTime":2214.459,"body":"feel like they were meant to"},{"startTime":2214.459,"endTime":2217.459,"body":"come to this store for the item"},{"startTime":2214.459,"endTime":2217.459,"body":"that they were looking for. You"},{"startTime":2217.459,"endTime":2220.419,"body":"know, if they walk into your"},{"startTime":2217.459,"endTime":2220.419,"body":"store, your digital store, and"},{"startTime":2220.959,"endTime":2224.499,"body":"they're seeing all the items are"},{"startTime":2220.959,"endTime":2224.499,"body":"to do with hot tubs, and it's to"},{"startTime":2224.499,"endTime":2228.279,"body":"do with home spas and Jacuzzis"},{"startTime":2224.499,"endTime":2228.279,"body":"and stuff like that. Like, you"},{"startTime":2228.279,"endTime":2231.399,"body":"can tailor that experience. You"},{"startTime":2228.279,"endTime":2231.399,"body":"can give away an ebook, you can"},{"startTime":2231.399,"endTime":2235.059,"body":"give away lead magnets. You can"},{"startTime":2231.399,"endTime":2235.059,"body":"give away value videos, reviews,"},{"startTime":2235.059,"endTime":2238.779,"body":"brand overviews. Like, all to do"},{"startTime":2235.059,"endTime":2238.779,"body":"with one specific market, and"},{"startTime":2238.779,"endTime":2240.899,"body":"they'll feel like they're in the"},{"startTime":2238.779,"endTime":2240.899,"body":"right place. If they have any"},{"startTime":2240.899,"endTime":2244.079,"body":"questions, they can ask your"},{"startTime":2240.899,"endTime":2244.079,"body":"customer support person who can"},{"startTime":2244.079,"endTime":2246.539,"body":"be an expert on the brands that"},{"startTime":2244.079,"endTime":2246.539,"body":"you sell, because that's all"},{"startTime":2246.539,"endTime":2250.079,"body":"they talk about in their job as"},{"startTime":2246.539,"endTime":2250.079,"body":"a virtual assistant for you. And"},{"startTime":2250.079,"endTime":2253.799,"body":"so, yeah, it allows you to"},{"startTime":2250.079,"endTime":2253.799,"body":"create a seamless, tailored"},{"startTime":2253.859,"endTime":2258.119,"body":"customer experience and really"},{"startTime":2253.859,"endTime":2258.119,"body":"use the data then to evaluate"},{"startTime":2258.119,"endTime":2260.899,"body":"market demand for your"},{"startTime":2258.119,"endTime":2260.899,"body":"categories and avoid spreading"},{"startTime":2260.899,"endTime":2264.079,"body":"your resources too thinly. Don't"},{"startTime":2260.899,"endTime":2264.079,"body":"just kind of generically, go"},{"startTime":2264.079,"endTime":2267.859,"body":"into lots of different niche"},{"startTime":2264.079,"endTime":2267.859,"body":"areas. Decide which niche has"},{"startTime":2267.859,"endTime":2270.859,"body":"enough demand. That's why it's"},{"startTime":2267.859,"endTime":2270.859,"body":"one of our criteria in the niche"},{"startTime":2270.859,"endTime":2275.719,"body":"validation process to sustain me"},{"startTime":2270.859,"endTime":2275.719,"body":"as a business for years to come."},{"startTime":2275.959,"endTime":2278.779,"body":"Once I've done that, I could"},{"startTime":2275.959,"endTime":2278.779,"body":"create another store that's just"},{"startTime":2278.779,"endTime":2282.159,"body":"a replica of it. And the benefit"},{"startTime":2278.779,"endTime":2282.159,"body":"then is I have two individual"},{"startTime":2282.219,"endTime":2285.279,"body":"assets, my incomes diversified,"},{"startTime":2282.219,"endTime":2285.279,"body":"and I could sell one of them if"},{"startTime":2285.279,"endTime":2289.359,"body":"I wanted to down the line. And"},{"startTime":2285.279,"endTime":2289.359,"body":"so for your first store, if this"},{"startTime":2289.359,"endTime":2292.599,"body":"is your first time doing this,"},{"startTime":2289.359,"endTime":2292.599,"body":"perhaps starting with a more"},{"startTime":2292.599,"endTime":2296.319,"body":"focused niche will be more of a"},{"startTime":2292.599,"endTime":2296.319,"body":"manageable and effective"},{"startTime":2296.319,"endTime":2299.259,"body":"strategy for you to start"},{"startTime":2296.319,"endTime":2299.259,"body":"getting those sales quickly and"},{"startTime":2299.259,"endTime":2302.099,"body":"avoid that unnecessary"},{"startTime":2299.259,"endTime":2302.099,"body":"complexity. So I hope that"},{"startTime":2302.159,"endTime":2302.579,"body":"helps."},{"startTime":2302.7,"endTime":2305.22,"body":"Yeah, exactly. It's playing to"},{"startTime":2302.7,"endTime":2305.22,"body":"our strengths, isn't it? Lewis,"},{"startTime":2305.22,"endTime":2308.58,"body":"it's about being a specialist,"},{"startTime":2305.22,"endTime":2308.58,"body":"because it's a lot easier to"},{"startTime":2308.76,"endTime":2311.76,"body":"talk directly to customers with"},{"startTime":2308.76,"endTime":2311.76,"body":"the small business size that we"},{"startTime":2311.76,"endTime":2314.64,"body":"are when we first get started,"},{"startTime":2311.76,"endTime":2314.64,"body":"compared to trying to be an"},{"startTime":2314.64,"endTime":2318.0,"body":"Amazon or the second Amazon. So"},{"startTime":2314.64,"endTime":2318.0,"body":"great, great answer, and a great"},{"startTime":2318.0,"endTime":2321.74,"body":"question, actually, there from"},{"startTime":2318.0,"endTime":2321.74,"body":"nasia. So time now to highlight"},{"startTime":2321.74,"endTime":2324.86,"body":"a recent review that we've had"},{"startTime":2321.74,"endTime":2324.86,"body":"for the podcast as well. And"},{"startTime":2324.86,"endTime":2327.86,"body":"actually, this has been a very"},{"startTime":2324.86,"endTime":2327.86,"body":"nice YouTube comment that we"},{"startTime":2327.86,"endTime":2331.94,"body":"received from Paul Haynes, 75"},{"startTime":2327.86,"endTime":2331.94,"body":"double two. So thank you very"},{"startTime":2331.94,"endTime":2336.02,"body":"much, Paul for your comment. So"},{"startTime":2331.94,"endTime":2336.02,"body":"Paul said, great video, guys, I"},{"startTime":2336.02,"endTime":2338.72,"body":"really enjoy listening to your"},{"startTime":2336.02,"endTime":2338.72,"body":"podcasts."},{"startTime":2338.78,"endTime":2341.86,"body":"Thank you so much for your"},{"startTime":2338.78,"endTime":2341.86,"body":"review, Paul, in the form of a"},{"startTime":2341.86,"endTime":2343.84,"body":"comment on YouTube that was"},{"startTime":2341.86,"endTime":2343.84,"body":"really much, very much"},{"startTime":2343.84,"endTime":2347.44,"body":"appreciated. If you found value"},{"startTime":2343.84,"endTime":2347.44,"body":"in today's discussion, we'd"},{"startTime":2347.44,"endTime":2350.32,"body":"really appreciate if you could"},{"startTime":2347.44,"endTime":2350.32,"body":"leave us a review. It only takes"},{"startTime":2350.32,"endTime":2353.5,"body":"a few seconds, but it means the"},{"startTime":2350.32,"endTime":2353.5,"body":"world to us, and it just helps"},{"startTime":2353.5,"endTime":2356.08,"body":"us keep the podcast going. We're"},{"startTime":2353.5,"endTime":2356.08,"body":"always looking to hear your"},{"startTime":2356.08,"endTime":2359.02,"body":"thoughts, and we might feature"},{"startTime":2356.08,"endTime":2359.02,"body":"your review in an upcoming"},{"startTime":2359.02,"endTime":2359.86,"body":"episode. Thanks"},{"startTime":2359.86,"endTime":2362.94,"body":"for joining us on this episode"},{"startTime":2359.86,"endTime":2362.94,"body":"of the dropship unlocked"},{"startTime":2363.0,"endTime":2365.88,"body":"podcast. We hope you'll walk you"},{"startTime":2363.0,"endTime":2365.88,"body":"away with insights and"},{"startTime":2365.88,"endTime":2368.7,"body":"inspiration to kickstart your"},{"startTime":2365.88,"endTime":2368.7,"body":"ecommerce"},{"startTime":2368.7,"endTime":2371.64,"body":"journey. Grab a copy of my book,"},{"startTime":2368.7,"endTime":2371.64,"body":"the home of turf"},{"startTime":2371.64,"endTime":2377.4,"body":"advantage@htabook.com it's a"},{"startTime":2371.64,"endTime":2377.4,"body":"distilled guide based on real"},{"startTime":2377.4,"endTime":2380.04,"body":"experience to help you build"},{"startTime":2377.4,"endTime":2380.04,"body":"your ecommerce venture,"},{"startTime":2380.1,"endTime":2382.34,"body":"don't forget to hit the"},{"startTime":2380.1,"endTime":2382.34,"body":"subscribe button for more"},{"startTime":2382.34,"endTime":2384.08,"body":"strategies and success stories."},{"startTime":2384.26,"endTime":2386.78,"body":"And if you like what you heard,"},{"startTime":2384.26,"endTime":2386.78,"body":"a five star review would mean"},{"startTime":2386.78,"endTime":2389.3,"body":"the world to us, and you might"},{"startTime":2386.78,"endTime":2389.3,"body":"just get a shout out on an"},{"startTime":2389.3,"endTime":2392.9,"body":"upcoming episode. And finally,"},{"startTime":2389.3,"endTime":2392.9,"body":"thank you for deciding to spend"},{"startTime":2392.9,"endTime":2395.18,"body":"your time with us today. We"},{"startTime":2392.9,"endTime":2395.18,"body":"can't wait to bring you more"},{"startTime":2395.18,"endTime":2398.54,"body":"insights on the next episode of"},{"startTime":2395.18,"endTime":2398.54,"body":"the dropship unlocked podcast."},{"startTime":2398.54,"endTime":2398.66,"body":"You."}]}