Loading summary
Transcript73 lines
- [00:00]
A
Foreign. You're listening to Perpetual Traffic. Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph burns, founder and CEO of Tier 11, alongside the amazing, the talented, the goat of all things online creative. You know, a goat isn't like a derogatory term, by the way, Lauren.
- [00:28]
B
No, I do know that, yes.
- [00:30]
A
Anyway, we've got Lauren back for the fourth in a series of episodes here on the beauty industry and her expertise and the team's expertise at tier 11. They're part of tier 11. Lauren ran lost 325 for years and years and a huge specialty was obviously in the beauty space. And we've since joined forces as of maybe less than a year ago. And so we're doing this whole series here for beauty brands, beauty and wellness brands, because it's an area that we feel that creative especially is, I would say, in this industry, almost more so than any other. It's the most important element of growing and scaling a beauty brand online. Is that safe to assume that in your experience?
- [01:23]
B
Yes, definitely. Creative is because there's so many different factors.
- [01:26]
A
There's like, there's the brandings that just the fact that you're in beauty, there is a certain aesthetic element that has to like, you have to check that box. Like your brand has to look really good. I mean, because obviously you're improving people's either wellness or their beauty, the way they look, the way they feel about themselves. So the creative has got to be spot on. But, but it's not all about branding. It's all about branding plus converting at the same time, especially if you are doing a lot of things that we're going to be talking about here and that we talked about in the previous episode, which we'll leave links to that show in the show notes over@perpetualtraffic.com if you haven't listened to that, definitely put that on your listen to list on Spotify or Apple podcasts. So. But today we're going to go through something that we refer to as the beauty scale system. That's kind of the big system that we use to Internally inside tier 11, once a client actually comes on board, which we'll certainly talk about that at a later date and specific to the beauty and wellness industry. However, the step before that is the most interesting in my opinion, because that's kind of where it all starts. That's where you and your team do the assessment of what are they missing, how can we help them? And in some cases you're like, well, they're kind of doing a Lot of things. Right. But have you ever come across a situation where, and you've worked with probably 20 different beauty brands at this point? We were putting together our list the other day. I'm like, oh my God, this thing just keeps going on and on. Have you ever had a situation where it's like, I don't see any way to improve their ads? Like, has that ever happened as it. Okay, well, that's good.
- [03:08]
B
Yes, actually, yeah. Where I mean, it's good, it's good for them. So it's just. Yeah, I mean we've definitely run into it where it's like, man, everything is spot on. I feel like they're doing a lot of things right and more. So it's just they want more or maybe they want to try, you know, test some new angles or, you know, different avatars or, you know, things like that. But yes, we definitely run into it.
- [03:35]
A
Where it's like, wow, you guys are really good.
- [03:37]
B
I don't even know why you're here, but I'll definitely try and help you.
- [03:40]
A
But it's like, all right, so if we use that as the frame. Okay, you're doing everything right. Then maybe it's just maybe in the third step, which I know we're going to get into here, maybe it's just different types of creatives and then adding on different layers of the same type of messaging. What I really want to know is like, what does great look like? And if you're measuring against a benchmark of what you think is absolutely effective, not just pretty and you know, on brand and slick or whatever adjective you want to use, but also is consistent with the overall messaging on all the different platforms, but also converts like what does great look like? And I find that when I'm on discovery calls with beauty and wellness clients specifically, they just don't know. They, they know I need to do creative. I need to put creative out there. Oh, I've got like some content creators and there's an example that we're going to use here today, which is a great one I think for us to sort of everyone to learn from. And this isn't just for beauty and wellness, by the way. This is whatever your brand is. Like your methodology makes sense at every level, every industry. We're just using beauty and wellness as sort of our proxy here. It's like, how do you actually get from. I just throw out creative to making it actually all work together. And there is a sort of a three step process which I had to kind of extract out of you because you're like, I don't really know. I. I don't know. I just do it. So. But there is some thinking that goes into it and it's basically three steps. So that's what today's show is all about, is to take you through those three steps that you can either do it on your own if the director of marketing, you have a team that does this for you, or you're, you know, an owner operator and you're doing it yourself. And maybe you have a small team or you want to hire an agency. Hint, hint. Tier 11 over at tier11beauty.com. So there is obviously that as a sales pitch that's embedded in this whole thing. Lauren. I mean, come on. But the point is, hopefully we can give you some knowledge here so that you can do this on your own and start to really use creative for what it's meant to, which is to engage top of the funnel and ultimately convert at the bottom of funnel and all the steps that are in between. And especially with all the changes now in the Meta platform, Google, specifically Meta Advantage plus Creative is the thing now. It's never really, it hasn't really changed in the last three years. It's just become more and more and more important alongside great data. So if you could take us through that process here. Today we are going to do screen share. And of course you can get that over@petpetual traffic.com forward/YouTube. So you can see what we're actually doing. This is actually a live client that we're considering working with. So this is like hot off the presses, which is kind of cool, I think. Yeah.
- [06:38]
B
Yeah, yeah. So cool.
- [06:41]
A
Okay, so Kevin, Kevin, Kevin. You could just edit, right, to like, her screen share, like after that, that'd be great. Here we go. Perfect. All right, you can see me in the screen share. I don't know if that's so. Yeah. Yep.
- [07:01]
B
Oh, can you. There we go. Can you see? Okay, perfect. Okay. So we, yeah, so we had this, we have a client, you know, potential client, this brand, Ecoa Beauty. And when we first kind of got on the discovery call, the first thing that I really start to look for is what is their messaging and what, what type of assets do they have? So as we kind of, you know, broke this down before, you know, we got on the call, just kind of going through. Okay. You know, they're, they have a great website. There's a lot of, you know, information on here. It looks like they have some pretty, you know, nice product shots. They have some lifestyle shots. A lot of before and afters, it looks like they have, you know, a lot of ugc. So as I'm kind of going through this, I'm just assessing, like, social proof on there too.
- [07:53]
A
There's a lot of good things going on.
- [07:55]
B
What are they? Yeah, yeah, Social proof. Yeah. Like, I mean, so far this is a great, you know, a great website so far. And then really just trying to understand, like, okay, what is, what exactly is their messaging here? Like, what are they talking about? So this product specifically is for women or men with really curly hair. And as we went through on the last, you know, podcast we were talking about, one of our clients, Curly Girlies, is a curly hair person. So it was already kind of like curly girlies. So for us, it's like, okay, great. Like, I already know this demographic. I know what they struggle with. I know that, you know, they want defined curls. They want, you know, bouncy curls. But for something like this, this is a shampoo conditioner, and these are more styling products. So knowing what I know about curly hair, and it's okay, it's about not only the, you know, the bounce and the fullness, but they want softness, they want texture, they don't want frizzy, they want hydrated curls. So going through all of this and understanding what type of, you know, client this is going for, it's starting to.
- [09:08]
A
Assess this bounce, fullness. Very similar to our other case study for Bellissima, but that was a tool that actually created the curls. Here. It's the same, some of the same pain points, maybe not exactly the same, but the desired end result is similar. And that is something you, as a business owner or a director of marketing should probably know about your demographic. However, since you've dealt with these types of, this type of avatar in the past, you know, exactly like, all right, I know where we're going with this, that kind of thing, like desires, pain points. You've already sort of talked about it, what their problems are, and does the website actually relay that or is it more product based? Like, how does it actually convert? So you're sort of assessing all of that. We call that sort of the brand consistency kind of analysis with regard to, you know, what those desires and what those pain points are, what the problems are.
- [10:07]
B
Yes, and that was something that held out of me as we were talking about. This was step one. So, yes, after dissecting that from my brain, he came up with a good slogan for it. So, yeah, so, yeah, once kind of just going through the website and pulling all this out, and then it's really just starting to go through their socials. So, you know, going into their organic social to really see again, how are they talking to their customers. So I think one of the things that brands, sometimes they just get so hung up on is that they want to have this really great, amazing branded website and then they go to their organic social. And sometimes they fall off on their organic social because they again, like they, they have the brand, but it's not always brand consistency where as this particular brand, they are carrying that through from website to organic. So again, they still have a lot of the products. They show it in use, they talk about the different pain points. The great thing about this brand too is that their founders are also very heavily involved in their organic social, which is huge. And a lot of brands, again, I think they struggle to. They don't want to, you know, get in front of the camera. If you own a brand, definitely get in front of the camera, like you are the brand representative. So for this particular brand, it was great to see, like, awesome. We have these founders who want to be engaged. We have a lot of great founder content. So this is going to be awesome when we start running ads. So again, just kind of doing this like analysis of what exactly do we have from website to organic. What's the messaging, what's the assets? And then like just kind of, once.
- [11:53]
A
Again, if you're not watching this, if you're walking the dog, running on the treadmill, head on over to perpetual traffic.com forward/YouTube and watch this here. Especially if you're a beauty brand, but if you're a marketer, advertiser, we're basically on step two here. So we went from the website, now we're looking at their socials. Look specifically on Instagram, I believe this is reels or this is, I forget which part. This is just their feed. So we're sort of assessing that right now. Like, is it consistent from website to socials, which is the brand consistency analysis, which. Right, yeah. Right.
- [12:32]
B
Yes. So then after kind of assessing all of this, then it's really starting to go into their ad library. So once I've kind of seen what their, what the messaging is on their website, what's the messaging on their socials, how are they actually taking all of that information and translating it into their advertising? And when we started like looking at this, a lot of the messaging that they have on their website and a lot of the information and storytelling that they have on their website and they're organic was not being relayed through their advertising. So they have, like, a lot of really kind of these generic type ads of, like, us versus them, you know, showing the product, which is good to have. I'm not saying it's bad, but you can't always have, like, just this formula. This formula, this formula. Not all of those formulas, like, work for every single brand. So what I saw that was lacking was that, yes, they have these great, you know, images of their products, but it wasn't telling me anything. So it. They, you know, for instance, they have this one product right here where it showcases their curling cream, but it's really just like a product hydrating curling cream. And then it just kind of gives you some, you know, different points of like, what it. What it does, like, defines and moisturizes curls, holds and soft, touchable curls. Okay, great. But, like, I need to. There needs to be more. Like, it would be great if we had this product with again, like a before and after of this is what it looked like before, this is what it now looks like after. So there was just. There's a lot of inconsistencies that they were having, from website to organic, all the way to their advertising. Like, the messaging wasn't matching the imagery. The creative just isn't matching what they. What they should be doing in order to create ads that are going to convert for their specific product, which has kind of been their pain point.
- [14:37]
A
Is it the ads specifically that you're like, whoa, here's where we're missing the mark, because they're obviously coming to us for creative, potentially traffic data, that kind of stuff. Like, where is the mark being missed? From website to socials to ads? Or is it all three? Or does it drop off on the ads? I'm hearing it drops off more on the ads, but maybe I'm misinterpreting.
- [15:00]
B
Okay, yeah, it's more on the ads for sure. It just. The messaging and the creative just isn't resonating with what they have on their website and they're organic. It's just the messaging is kind of all over the place. It's not really hitting specific pain points. It's not really. It's kind of hitting every single person. Not necessarily like specific people. So it's just. They're just trying to get too many people with these creatives. So it's.
- [15:29]
A
The Instagram feed is lively. It's like founder story, excitement, kind of some cool stuff happening. And obviously you got to see this over on perpetualtraffic.com YouTube. But the point is there's real people using the product. Maybe not as much before and after kind of stuff here is what I'm seeing because I'm sort of comparing this to the Bellissima case study that we did. A lot of after states here, which is good, but much less like product. Here's the product and benefits bulleted out, which is kind of boring, you know, like, that's sort of. I think of those as, like, that's bottom of funnel. Let me remind you of how great we are right before you buy. Probably not top of funnel, but you're always surprised at, like, what works well at what part of the funnel. So.
- [16:23]
B
Yeah, I mean, this one, too. Like, they have this, you know, this one ad, and I'm always like, I'm a less is more type of person. And there's so much copy on this ad. I wouldn't even like curl care shampoo. Great. But there's so much copy that I was there. That's two.
- [16:38]
A
That's 250 words right there.
- [16:40]
B
Yeah, yeah, it's so. Yeah, yeah. I'm not. I don't want to read a paper.
- [16:46]
A
It's no knock on that. Let's make sure, like, this is the problems that we see all the time and.
- [16:56]
B
Correct. Yeah. And you. And I understand you have to test things. Correct. I mean, you know, you never know what's going to work, so. But yes, I, again, I'm just more of a less is more type of person when it comes to creative. And, you know, there's ways to explain it.
- [17:10]
A
Funny thing is that I'm reading this basically thing on, like, it just went through. Well, part of the book is like, the evolution of, like, the Internet and the computer age and everything. I just read the chapter on Steve Jobs. It's like one of his great phrases is simple is hard, complex is easy. Like, and it really is, like, simple, elegant design. I just went through the chapter on, like, the desktop. He's like, comparing Windows to Apple. Of course, he always sort of like, bashes Gates, which is so funny because Gates never like, like, shouts back at him. It's. It's awesome. The point is, it's like simple cells because it. And especially when you've got, what, like three seconds to capture somebody's attention on an ad? Even more so. I mean, we're talking about Steve Jobs and like, the interval, like, think about how simple the interface is on your iPad or on your iPhone, you know, and what it could look like. All the. All the, you know, lines of code that are behind that. Like, you don't want to see any of that. Stuff you want to see, just the basic stuff. It's almost the same here. You've got to distill it down into its essential messages. And you do that visually, you know, through obviously through video, but then also in ads, less is more on the copy side. And it definitely seems like from website to social to ad, there is definite inconsistency, especially on the ad side. But it sort of seems like there's some inconsistencies on the social and the website side as well. Not to like discount that or what would your assessment be there? Hey, you know, when I was first a consultant actually doing the stuff that we're doing right now in Tier 11, one of the first tools that I learned how to use was from a company called Unbounce. And they are now a sponsor of Perpetual Traffic. And the reason is, is that their landing pages and how quickly you can create those landing pages without having to consult your designer, your developer. With drag and drop builders now built in AI copywriting, it's even better than when it was 10 years ago when I first started using on my own to create my very first landing pages. These guys are absolutely amazing. They've got conversion optimized templates giving you everything you need to launch your pages on your own without developers. In fact, Unbounce is the leading landing page platform for building, testing and optimizing high converting pages powered by data from over 2 billion conversions. That is 2 billion conversions with a B. That means they know what converts. So if you want to convert more customers, one platform and launch pages fast, Unbounce is offering PT listeners a special offer. They are giving you the PT listeners 10% off when you enter coupon code PT10OFF over@unbounce.com PT so head on over to unbounce.com PT, enter code PT10OFF and cash in. Today, convert more customers with one platform. Launch pages fast. You shouldn't have to wait for your designers and developers to build and test your landing pages. Get started with Unbounce today.
- [20:22]
B
Yeah, I mean, again, I think with creative, you know, again, your organic social still has to build that community and the community side is what the social does. But I think, you know, with your brand, everything can still kind of start to tie together. But organic social is again, like you're wanting to build that community. You're wanting to build that like curly, you know, curly girls community. And I think as you start to build that on your, your socials, then you know they're gonna can, they're gonna start going over to your website. And buying. I mean again, your website is still your storefront, so you have to have the brand consistency there. I think you can have a little bit more fun with your organic as long as you're. It's educating. It's, you know, bringing them into your community essentially. So I think like overall, like they're organic and their website is more consistent.
- [21:14]
A
That makes sense because in the Belize hairstyle, easy for me to say. Kevin, Kevin, Kevin. In the Bellissima hair tools case study for the previous episode links in the show notes for that one. Obviously there was con. There was inconsistency in their old site versus their new site. They didn't even have like some of their social videos on there there. Now they do. I see with aoa, they do have social videos on there. So there's a tie to social at the very least. You know, you don't, you don't want to kind of. I don't know. Yeah, I don't know what the word is on social versus your website. You want your website to be a little bit more, I guess, corporate, I suppose, and the social to be a little bit more frivolous. Like, I don't know, like what's your sense there? Where's that balance?
- [22:00]
B
Yeah, I mean, I would say like just again, like it's your storefront, so you still want to have like brand consistency, cleaner, shoppable, easier to purchase. Whereas your organic, you can, it's, it's more fun. It's a little bit more fun of a platform. Like yes, you still want that consistency in brand but like you can also test some things too. Like you can, you know, go with trends and things like that. So it's like organic is still a little bit more, where you can kind of have a little bit more fun in how you want to share the information. Whereas your website is like you still need to sell a product, so a.
- [22:34]
A
Little bit more business over there.
- [22:35]
B
You know what needs to be clear on there.
- [22:37]
A
So step one is that brand consistency analysis through all the different platforms, website, socials, ads. Step number two is sort of the inventory side of it. So explain what that is.
- [22:55]
B
Yeah, so as we're going through each one, you know, the biggest thing again is that we want to see what, what exactly they have in terms of creatives to look at. So do they have static imagery? Do they have product shots? Do they have lifestyle shots? Do they have video? Do they have ugc? Like those are kind of the, kind of like the checkpoints of like all the things that it, that you know, we're looking at of okay, what exactly? Like what are all the assets that we have to actually work with? Because if they don't have it, then we obviously need to go get it. So do we need to do a studio shoot? Do we need to get product shots? You know, do they have lifestyle, all those things? So as you can, you know, you start to go through their website, you can see, okay, well they have product shots. Great. You know they have product shots. Yeah, like, like all amazing product shots. They have lifestyles. So they show a bunch of before and afters with different curl patterns, different curl types, which is great because we obviously want that. They have a ton of ugc, it looks like, you know, look, they have not only in studio product shots and video, but they also have, you know, creators who have shot content for them. There's founder information. So as we, you know, as I start to go through this, it's like, okay, great, you know, check, check, check. We have all this stuff that we can pull from. Same thing with the organic, like you can pull, you know, videos and images and things that they're doing in their organic social, repurpose them and make them ads. Like if they have top performing reels, let's repurpose those into an ad and you know, start building, start, you know, putting paid behind it. Like there's different things that you can kind of start to pull from as you're assessing this account. So like that's kind of like second, like part two is just, okay, what assets do they have?
- [24:43]
A
So that mental checklist for you just to reiterate is product shots, lifestyle, either video and or shots ugc, you got some content creator stuff happening there. Not the same faces every single time. You can kind of figure out and then who the founders are. So there's founder videos that are in there. So for you it's like that's five or six different check boxes in this sort of second stage, which is the creative asset inventory that you're doing. They check a lot of those boxes, it would seem. Yeah.
- [25:20]
B
Yeah, they have, I mean they just looking at what they have, like they have a ton of.
- [25:25]
A
It's really good. It's like colorful, it's lively, it's interesting.
- [25:29]
B
Yeah, yeah, yes, they have, yeah, they have a ton of great stuff. So for us on the creative side it's like great. We don't have to really like it's really just taking what they have and just repurposing it. Putting new messaging, you know, figuring out a new messaging strategy that we could start Adding onto these creatives. So for them, it's.
- [25:53]
A
So you're thinking, all right, I don't.
- [25:54]
B
Need a video shoot.
- [25:55]
A
I don't need my team to, like, fly out to. I forget where they're. They're at.
- [25:59]
B
Right.
- [25:59]
A
You know, and shoot video. Like, they've got a lot of those things. That asset library is pretty robust. I can do a lot with it, it seems like.
- [26:09]
B
Yeah, got it.
- [26:10]
A
Okay.
- [26:10]
B
Right, Exactly. Yes.
- [26:12]
A
In the creative asset side, it's. It's really. You're mostly looking at their socials and. Or their ad library or sort of the combination of the two. Or what's your sense? Because you didn't. Didn't really seem like you loved the ad library all that much. Okay.
- [26:31]
B
Yeah. I mean, the ad library don't really look at. Because it's more. The ad library is. How is everything translating throughout, you know, website to social, to ads. But for. I mean, for the ad library, it's like, well, they're pulling from what they have. They're just. I don't think they're utilizing it like they should. But yeah, I mean, this is again, like just all the assets that they have, even, you know, going down to their product collection pages, product. Like they have a stuff to work.
- [27:02]
A
I'm curious, when you're assessing a website, the first thing that I always do is I click. I right click on inspect, and then I look at it on mobile. How much of that do you do here? Because we're sort of doing it on desktop over at perpetualtraffic.com forward/YouTube. Do you assess, like, all right, I'm going to be sending a lot of traffic, chances are. Especially like this seems like an Instagram kind of sort of TikTok, but, you know, obviously meta, like an ad platform type of thing. And that is a mobile user primarily, like 80, 90%. Do you assess much on that as far as. Okay.
- [27:39]
B
Oh, yeah, definitely. Yeah.
- [27:41]
A
Okay.
- [27:41]
B
I think it was just more. Cause we're on. I'm on my desktop. But yeah, I definitely look at it on mobile. I look at their socials on mobile. Yeah. I mean, usually I'm actually doing this probably on my phone first as opposed to. On the website or. I'm sorry, on my desktop. So, yes, a hundred percent. Because again, like on your mobile. On your mobile device, if it's not. If it doesn't look good on mobile, then it's. Yeah, your website looks great on desktop. But like 90% of the time, one.
- [28:09]
A
Of the first things that I do is I do it that way. On my desktop. And then I also, I did this in a client call this morning around with TJ is I went through the entire process on my phone and opted in and like, what am I seeing as a. And I think so few business, either business owners or marketing directors do just that basic task. And one of the things that I noticed is that every now and then we have a form that's on our site over at tier 11 that it fails. And so I have like one of our staff, who's our webmaster, check that form every single week. Well, she's been checking it every single day, which is God bless her. But anyway, she checks it once a week. Just be. Just to make sure that all your stuff works and you can actually get through it without getting tripped up. Because stuff on the web and anything could have, like you could get an outdated WordPress plugin or a Shopify app that all of a sudden stalls your entire process and can, you know, stop your business in its tracks or affect your conversion rates. So it's always something. Just as a general rule. It's such an obvious thing, but it's. The obvious stuff is the stuff that people don't do is just to check how does my customer experience my website and obviously my creative and everything else that goes along with it on the site, just as sort of a, you know, a, a, a check in every now and then. It's like, write yourself a note to become your customer once a month at the very least. Yeah. So, okay, so that's sort of the creative asset inventory step now. Like the final step is once we get through that. Now you're getting sort of a, an idea. Okay. Between website, between socials, between ad library, I know kind of what kind of assets they have. Doesn't seem like you're going to need to go out and create a lot of stuff you can repurpose, sort of remix it to a certain degree. And there's a couple different packages that we offer for that. The third step is now what it's like, how does this all kind of come together? Correct.
- [30:23]
B
Yes. Yeah, exactly. So kind of once we've done all the steps, it's now, now it's really going into that messaging and starting to build out. Okay, so this is what they have on their products, you know, on their website. This is what they have on their socials. We've kind of gone through and just did like an informational deep dive of kind of like, okay, this is what we have. And then kind of taking all of that and then again, Seeing how that's all translated into what is actually being talked about on their ad library. Because there's gonna. We're gonna start finding gaps and holes in their ads currently from what we see from web to social to ads. And now it's starting to build out that kind of that messaging roadmap and that kind of creative roadmap of like, okay, we need this type of creative. This type of creative. Because there's definitely holes right now in their strategy that they have currently when they're running ads. So now it's starting to build out. Okay, this is, I think, kind of the path that we need to go down to start helping them get these next batch.
- [31:36]
A
Do you always look at active ads or do you go back and say, well, maybe at some point in time they actually did have something that were. That was better, but they, for whatever reason didn't use it. Is it. I mean, how deep do you go in the ads library? We're in the meta ads library here. Just for consistency. You can also do this over on TikTok too. How far back do you go? Right, like, you know, I find sometimes people are like, well, you know, two years ago we were doing really, really well, and now all of a sudden we're not. I'm like, well, then they go back to their ads two years ago. I'm like, well, their ads two years ago were a lot better than they are today.
- [32:12]
B
Yeah, I mean, I do, I think, like for just kind of like a high level when just like doing a quick assessment, I just look at active ads. But once we start to go in, you know, the, the creative strategist on the team, like, that's when we really do our deep dive in our creative strategy framework. That's when they really start to go in and assess like everything. Like, where did the account start from? And kind of what was the evolution of like where they started to where they are now? Like, that's when we really go into like a super deep dive. But like, kind of just like a quick overview to just make sure. Like as we're, you know, starting to learn a little bit about this client, just kind of seeing the.
- [32:52]
A
One of the things you mentioned when we were talking about this before was like their pain point and solution effectiveness. I'm not seeing a whole lot of that here. I mean, I'm seeing like a lot of statics, a lot of copy. Not really talking to like the before state and the after state, which is so important in beauty, like just for effectiveness, but more so, I think in Beauty and wellness almost than like any other. Because it's like, it's usually a transformation kind of instantaneous. It's not like weight loss. Well, it's got to take like, you know, 60 days or whatever it is. So what are you seeing here with regard to that?
- [33:38]
B
Yeah, again, there's no. That. Yeah, that was again, when we, when first going. Starting to go into that was really the main thing that I called out was that what's the pain point? Like, I don't really see, like what your customer is actually complaining about. It's not anywhere in the ads. Like the whole, you know, what you're talking about on your website is that it hydrates. Go back to the main page here. But it's. It like refreshes it hydrates, it, you know, goes from this like, frizzy state to these more defined curls. Like all these things that you want as someone with super curly hair. But that's not being discussed in your ads, like, you know, showcasing the founder with some of the products. That's nice. But assuming that, you know, again, it's like these could be top of funnel, bottom of an. I don't know, like where these are at specifically, but there's just different things that it's like, well, that doesn't tell me anything. You know, a PR ad that's great to have, but again, that doesn't tell me anything. So it's like there's just different, you know, none of these, none of the creatives that they have currently are really, really diving into those like, super, you know, like, pain point type things. So I think that's kind of where, like I notice is that, well, you're not, you're not talking to your, your customers the way that you're talking to them on your organic social. So, like, how can we start to take that and put that in the forefront of what you're trying to do?
- [35:04]
A
I always think of this and I think maybe it was from Don Miller Storybrand, who was on here years ago. We'll leave links in the show notes to that one. If you're not familiar with what Don Miller and Storybrand actually does is you have to find out the villain for your brand. And there, there always needs to be a villain. It's like in every great. In these, in the story arc, you know, in movies, there's always the bad guy. You know, there is the Darth Vader to the Luke Skywalker. You know, there's the bad side, there's that, you know, there's a dark side and there's the light side. So it's like, who is the villain? What's the villain? And you're like, oh, really? That seems overly dramatic. Well, the villain here is frizziness, right? Isn't it? I. It's so, like, simple. But you have to highlight that because that's the problem. You know, we're not splitting the atom here by any stretch, but we are helping women, curly haired women in most cases, like, with a problem that is very annoying to them and may or may not affect their self esteem and all these other sorts of things that go along with it. We'll leave all that stuff, like the reason behind. The reason that's a whole other episod episode to the side. But the point is, is like that you got to figure out what the villain is here. Like, what are the, you know, the. Remember those scrubbing bubbles commercials? Like, what's the villain? It's grind, you know, it's dirt and mold and like all the stuff that. The gunky stuff that's at the bottom of your shower and they eliminate it. And I used to have bad dreams, by the way, about scrubbing bubbles. I'm just saying that Chad, he always laughs at me. If that was another scrubbing bubble nightmare last night. Yeah, it was. The point is, like, it's the villain. I'm afraid of the villain. I'm afraid of a dirty house, you know, I'm afraid of a dirty shower and I might slip and fall or whatever. And my friends think like, I'm like, I don't know, I'm living in a trailer somewhere, that that's a bad thing because I did live in a trailer, actually. The point is, is like, you have to figure out what the villain is and then contrast it with your solution. So it's before state after state in this industry, so much more so than ever. And highlight that a lot. And you're not seeing it in the ads, you're kind of seeing it in the socials. Definitely on the website. There's some good before and afters.
- [37:19]
B
Right.
- [37:19]
A
But where they fall short really is over on the ad library and keeping that consistent. Fair. Is that fair to say? Like, you're constantly looking for that?
- [37:30]
B
Yeah, yeah, definitely. And again, it's just, you know. Yeah. What. What is the. What is the problem? You're, you know, again, it sounds so simple, but what is the problem you're trying to solve? Solve, really? I mean, it's not. It's not brain surgery, but it is. Sometimes it is, and then it's so I Get it?
- [37:48]
A
You know, what pain are you trying to alleviate? Or what villain are you trying to kill? Or, like, you know, defeat? Let's just say that. So we're not super violent here on perpetual traffic. But then what's your unique mechanism that's different than the rest of the competition, too? So there is that in a highly competitive space. Like, they are not the only people in this space trying to help curly girlies with the, you know, the problem of frizzy hair. So their solution, sort of bottom of funnel, needs to be like, why should I choose them? It's like, all right, you've identified the problem, you've identified the solution. Oh, there's hair care products that will do this. Most women in this space probably know that. But why is yours the best? Why should I choose you? So that's sort of that next step.
- [38:36]
B
Correct.
- [38:36]
A
And it doesn't. Like, there are some unique mechanisms here that are going on, but how would you kind of position that here with this brand?
- [38:49]
B
Yeah, so for this particular brand, they do have, like, specific ingredients, again, that they've called out that does help with, you know, frizziness, dryness. You know, they do have different, you know, oils and things. I forget what it was that they. They had said, but they do have everything within the products already that. That makes it so that their product is different from all the other ones on the market. So again, it's. It's kind of go. It's like layers, you know, there's onions of a. It's an onion, basically. So just peeling back all the layers of like, okay, what exactly is it that, you know, you do this? Yes, this product does this, but, like, what is your key, you know, what is your key ingredient or what is your key, you know, benefit that you really, really help with? So as, you know, again, just going into this and understanding, like, what those things are and then highlighting those things, you know, again, kind of showcasing that within the ad, the creative even, you know, having their. Their founders talk about it, like, those are things that would, you know, again, all be helpful is like, this is what makes us different from the community.
- [39:58]
A
This goes back to, like, the basics. We talked about this on the show hundreds of times. Like, the five stages of an awareness from Eugene Schwartz, which is basically unaware. Problem aware, solution aware, product aware, most aware. And so, yeah, you are offering. You're kind of in that. I'm agitating the problem on sort of level two. Like, most women with frizzy hair aren't unaware that they have frizzy hair. Right. Maybe some are, you know, but are they problem where. Yes, they're most cases. The question is, are they solution aware? Most cases, yes. But then it's like in your product, what specifically can you do? And that's like the fourth level of awareness with Eugene Schwartz. It's like, what is your unique mechanism? What's the thing that makes you different? And then there's obviously this price and then there's value and all these other things. And then obviously most aware is number five, once they become a customer. So it is like, it's steps. Like we're talking about three steps here, but you're still sort of following that overall framework of how do you get somebody to convert? And those five steps, like I love simplicity, like those five steps are the same today as they ever were in 1950 or whenever he first wrote that book. And here we are applying it to a brand in 2025. It's the same stuff that works today, that works back then. So.
- [41:22]
B
Yes, exactly.
- [41:24]
A
Anything else as we're kind of going through this, like, this is sort of, you know, we took some time to kind of deconstruct it in, in your brain because you're like, this is what happens I think with a lot of folks is like, I don't really know what I don't know, but it's like, I know what I know because I've been doing it for so long. There is an element of you've been around and you've seen this kind of market before, so you didn't have to do a tremendous amount of research to know what the problem is, to know what to look for. What would you say to people that maybe don't have your level of expertise, like what can they do in order to be able to do these things? This sort of three step formula with a high degree of accuracy.
- [42:06]
B
Yeah, I mean again, like, I think because you broke it down into like such an easy three step process where it's just brand consistency, asset, you know, what type of assets do they have. And then, you know, kind of the last stage is like, how is that really translated into their, into advertising? You know, it's like, and what's the pain point of that? It's just kind of, you know, taking those quick analysis of, of everything and just really breaking it down into like these simple easy steps. Because you could look at it, you could look at your website and already, you know, say, I don't know if I necessarily have a brand here. I can look at my, or you know, my organic, like are they Talking to each other. I can look at my, you know, ad messaging. If your ads aren't converting, clearly something is wrong. Whether it's the, you know, the messaging, it's the offer, it's, you know, whatever it is, like, something's not happening. So, like, where is that kind of like, gap that you have from brand consistency to makes a lot of sense?
- [43:03]
A
Well, that's why they call you the goat of, you know, or at least I do. I think you should change your LinkedIn profile.
- [43:13]
B
Changing my title of all things creative.
- [43:15]
A
Well, that's great because this is sort of the first step that we use in order to bring people into, like, our world. And then we deploy the beauty scale system, which we'll get to in a future episode here. But this has been tremendous. And I think, you know, whether or not you're in the beauty and wellness niche or whether in you're the, you know, the curly, girly, you know, hair niche, all this stuff applies. It's the same principles really. So. And creative, like we said before, is so vital to all of this working so well. So super appreciate you coming on here today and explaining this and, you know, in a really sort of simple formula. And we will leave all the links over in the show notes. If you don't want to do any of this stuff yourself, you can always hire us. Of course. Hint, hint, nudge, nudge. You'll actually get Lauren's expertise. She's like, oh my God, she's brilliant. And you can actually capture that brilliance. You just have to pay us money. So anyway, the plan is tier11beauty.com. Head over to that, check that out. And we'd be happy to talk to you about how we might be able to do this for your brand. So all the links are going to be over in the show notes over@perpetualtraffic.com of course, we'll leave links to this as well as the site that we just talked about and make sure that if you haven't been watching that, you do watch this one. Especially if you're a creative sort of struggling of what to do next over at our YouTube channel, perpetualtraffic.com YouTube so make sure you do leave a rating and review wherever you listen to podcasts. We really appreciate that and we appreciate you coming on for the fourth episode in this series. Yeah. And we'll have to keep this going. So thank you so much, Lauren Schwartz, on behalf of my other co host who couldn't make it here today, Lauren E. Petrulo. Until next show. See ya. You've been listening to perpetual traffic.