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- [00:00]
A
All right, welcome back. Episode 70, Sweat Equity. You got Brian and the Cuban John Wick here, basically.
- [00:07]
B
So, long story short, yesterday I was on a call with Oren and Colin, right? We were prepping for our cut 30 class and we were just, for some reason, talk about hats being part of the fit. Oren's like, I never wear hats. I don't like how I look in hats. And I was like, it's not that I don't like. Like, for me, hats are just always part of the fit. It's just, it's one of those accessories and Colin. And so I was like, I'm actually growing my hair out. Because Oren was talking about how he wants to grow his hair out, but he doesn't want to go through the awkward phase. I'm like, oh, that's why I always wear a hat. And so I take off the hat and I'm like, yeah, like, my hair is actually getting really long. And Colin's like, yo, holy shit. Like, I'm so happy for you. For some reason I thought, I thought you were losing it all. I was like, no, no, no. Like, I'm, I'm growing it out. It's just in that awkward stages. So I always have a hat on.
- [00:48]
A
Consistent hat guys. Definitely the first guess is they're losing their hair. And then the second is like, they just, you know, didn't want to do anything with it today.
- [00:58]
B
No, for me, it's just always part of the fit. But it doesn't help then that even when I work out, I have the bandana. Right. So it always looks like I'm covering.
- [01:05]
A
It does look like you're hiding something.
- [01:07]
B
Yeah. So that's why on today's episode, we just got it down.
- [01:10]
A
Today's episode is all about beating the allegations.
- [01:12]
B
Exactly. You know, it's like our, our cut 30 live stream. Have you seen those on Twitter?
- [01:17]
A
Yeah. Yeah.
- [01:18]
B
Always like calling shit, like addressing the allegations or like my confessions and shit like that.
- [01:23]
A
Um, all right, so you're talking founder led content today, right?
- [01:26]
B
Yeah. So what I'm going to be talking about is, yes, founder led content, but from the brand's pov. And essentially, if I don't want to say if, you have no marketing dollars, because a lot of these brands, you know, they've obviously grown very fast. But what I'm more so saying is you didn't get an investment, right? You didn't get a million, 10 million in investment money. You don't have the ability to put together a content team. You need to be the Content team and you're starting to bring from scratch or you're just like, you know, if you're sub seven figures, you're probably the content team at that point. Right.
- [01:57]
A
And so even, I mean, dude, even, even under like 5 million. I feel like a lot of these people don't necessarily have a quote unquote content team. They might have like a social media manager but you know, those people often are, you know, still trying to post on the grid rather than keeping, you know, trying to post reels for growth.
- [02:13]
B
So couldn't agree more. And so there's a good amount of brands that I want to talk about. A few of them are actually listeners. So it's going to be cool to be able to kind of give them their, their flowers and their praise because they're making a kill. And the only one that's not a, a listener is the first one that I'm going to talk about. Maybe they are, but I don't, at least I don't know. So have you heard some brands out.
- [02:32]
A
There that we don't know if they listen, you know?
- [02:34]
B
For sure?
- [02:34]
A
Yeah, for sure.
- [02:35]
B
So there's this company called Salt. Have you heard of them?
- [02:38]
A
Just when you told me about them earlier.
- [02:40]
B
So you should 100 check them out. They're absolutely killing. It is, I think it's like drink salt S U L T though, so.
- [02:47]
A
It'S not S U L T. Yeah, got it.
- [02:50]
B
So cool things about, about them. And, and so what I want to talk about here is. Sorry, I should have hit up, hit this with, with this layup is the best thing that you can do is document your journey. Right? To start, document the process, share everything that you're doing. But I, I was talking to somebody from cut 30 that, that's kind of running through some. We have called cut 30 pro. And the problem is they look at it as like behind the scenes. Like I don't know what to create. Like they get overwhelmed by the thought of BTS content. Whereas you have to think of BTS content as the content pillar and then think about, okay, what are all the categories? Essentially all the different things around my day that I can build a story around. And that's how you can create a lot of BTS content and not feel always like day in the life video. Right. And so I want to think, talk about a few brands that are doing an absolute killing of thinking of BTS as like the main content pillar, then all the sub content pillars that complement that overarching idea. So Salt's one of them. So they do have a behind the scenes, but their behind the scenes is set around product development, which again, as I go through this and as we think through these brands, a lot of these brands, or. Sorry, a lot of the people that listen to this probably think they always have to do a Day in the Life videos. If you're working on product development, that is an entire series in itself. There are so many skits, there are so many campaigns, there's so many content ideas that could come from that. So Salt really has three main content pillars. It is their BTS and like product development specifically. Then they kind of do these other challenges and like community integration, integration series. So they were going to pitch Brew Dog. I don't know if you've. I don't know what. Yeah, if you knew. Okay. They were going to pitch Brewdog. And so what they did is they created an entire challenge on their social where they had everybody tag Brewdog in the comments. They got a bit like a cheap billboard, one of those billboards that's like, you know, you're on there for like five minutes or whatever it is. Yeah. And then the whole goal was to get people to comment. Then they also wanted to get salt to Simon Squibb, the guy that's like, hey, do you have a dream? Right. And so what they did was they were going to meet up with him and so they ran around, I think it was the uk and they spelled salt on Strava. And then they tried meeting up with Simon to give him salt. Right. And so all of this, though, is this idea of, hey, I'm going to bring you behind the scenes, I'm going to share the product development, I'm going to get you excited about it. You're going to get so excited about it that then I'm going to create these challenges and the kind of these community integration pieces of content that then you're going to want to be a part of. Right? So, like, the first part is I'm bringing you into the brand, bringing you into what we're building into the details that, like most companies don't share. Then I'm going to get you to like, become a part of it. Right. And then the third pillar that they have is actually called building salt. So it is more of that blog style of like, hey, this is day one of us showing you everything that we're doing to build Salt. When I think about what they're doing here is, you know, and I'll like, I have the final sentence, you know, for my. My thing already mapped out, so I ain't gonna hit it early. But they're looking at their day. They're looking. You can look at your calendar, you can look at your days and be like, this can be an idea. This can be an idea. If I'm pitching somebody that's a whole video, it doesn't need to be like this crazy, elaborate thing that you're trying to create. Right. To piggyback off of what they did. Because I always think that, like, the constraints breed creativity. And so they're only releasing their flavors via email, which I like. That obviously shoots up the wait list. But for their first email they ever did, they sent a crossword. And in that crossword was the flavor that they were going to release. So you had to do the crossword. And then the first 10 people to share it on their story were going to get invited to their launch party. They had 104 people share. It cost them $0 to do that. Right? Just a creative idea. And something I love about small brands like this is you really have to think not outside the box, within the box to be able to figure out what you can do to get people to interact and engage with your, with your brand. One of my favorite examples, they're also like, it feels like they're a company that already has like a deep fan base, which I love. I'm gonna move on. Do you want to hit anything there?
- [06:52]
A
You know, the, the biggest thing about the BTS and about product development stuff that people need to understand is it's value engineering. It's you establishing the value that your product is giving to the customer. Because there's such a issue with how many fake bad products are in the market. You know, pretty much everything can be traced back to poor manufacturing practices. And so when you're showing the behind the scenes of product development, you're addressing that objection firsthand. Everyone has suspicion that their product is not maybe high quality, they don't trust it, whatever. And so you can address those things through content. And that's really where the behind the scenes element of this is powerful. And I also think you made a good point about if you're pitching a supplier or pitching an influencer, like, come with me as I pitch to pitch my favorite influencer to work with our brand. Yeah, interesting. You know, tell me more. Like, I do think, like, a lot of that stuff can end up performing better than people would expect because people are just looking for things to like, kind of consume. Like they're kind of just social is the new tv, right? So you're really just showing them a reality TV show filmed on iPhone about your brand.
- [08:05]
B
One of the best sentences I heard was from the Midday Squares guy was like, he, he came on to a cut 30 thing and he was like when we thought about our content for, for Midday Squares, we were like, how do we bring Keeping up with the Kardashians, Shark Tank. And then Elon Musk was the idea. How do we bring those three things together for our content? So the idea was like reality tv like Kim K. Okay. Then it was Elon Musk as in being bold, saying what he wants to do, what he wants to accomplish and putting it out there. And then what was. Oh, third one was Shark Tank on. People love the underdog story. People love the small, the, the small fish in the big pond coming out and trying to achieve something incredible. And if you look at their content, that's what they do. They're like, hey, we're going to be a $100 million chocolate company. Then they're out there doing the reality TV style. Then they, they go and show you how they're the small fish going to Costco and trying to set a record, right? Like they hit all of those things on the head. So super cool. The other brand that I want to talk about is Chunky Fit Cookie. One of my good friends Scott started it with a co founder. They also blew up very, very quickly. Well, pretty quickly. Like they had one video recently just absolutely pop off and then ever since that they've been riding that wave. As in like they've, they found the content that works, they figured out how to crack the code and they've blown up TO I think 50, 60,000 followers in the last probably month and a half, two months. But when I think about their content as well, very similar and something I think people mistake when they do their vlog content is everybody's like, hey, day in the life of trying to build a seven figure agency. Cool. Now let's make it better by adding a qualifier. Qualifier is something you can put within that hook to make it even more specific, right? So day in the life of building the next big protein cooking protein cookie business. Also net qualifier, it makes it so much more specific, but it also makes it a magnet to get in front of the right people. Great thing that they do, right? And that's their main series. Like that is the thing that they're publishing probably one or two episodes every single, every single week. And it's absolutely killing. Like they have a few episodes. I've gotten 1 to 3 million views. They have a few that like, are doing 500 or 750,000 views. Now. What do they do better than most with these vlogs? Because everyone, not everyone, a lot of brands do these kind of vlogs, but they never hit. So what do they do better? The thing that they do better than anybody is the visual hooks, you know, And I don't want to say that they have an advantage because they have like cookie dough and like amazing cookies.
- [10:33]
A
Everyone has the same thing though, right?
- [10:35]
B
That's what I'm saying.
- [10:35]
A
You just mentioned it with, with salt. Salt is a powder, but at the same time, if there's a mixing mechanism, like if there's any ASMR element to any of your manufacturing, then that's a visual hook. It doesn't have to be just like beating some cookie dough, you know, and.
- [10:51]
B
That'S what I'm saying. So, like, for some of their visual hooks, do they beat cookie dough? Do they do something where there's 20 pounds of cookie dough, like on a table? Yes. But you also could look at something like butter. That is a completely normal thing that we all have. And they'll do something where, you know, the, the co founder is across a room and it's Scott starting it off by like throwing the butter. That is how you take an ordinary thing and you make it in ordinary and like how you leverage it within a visual hook. Right. You have to think about how you can do something that's going to capture someone's attention. Now, the other part of it is when we're thinking about visual hooks is your first three seconds have to be 10 out of 10. Okay, true. And the biggest thing I think you could do to make it 10 out of 10 is to have three shots within your first three seconds. One shot for the first second, one shot for the second second, one shot for the third second. So if it was something like, you know, chunky fit, it could be like throwing the butter, doing the 20 pounds of cookie dough and something else. Right? Like you want to have a sequence of three shots that create that curiosity gap of what the hell is going on. Okay. Now when we think about their other content players, they have skits that they do, and then one of my favorites is the way they leverage or do announcements. So how do you take bottom of the funnel content and how do you think about product launches, updates like, hey, this is back in stock. We're in a new store. We're in. We're also getting distributed here. All those things. One of the things that they do That I think is very, very well done is they're able to push product and announce things very natively where it feels like it would be a top of funnel content. So an example is like, I walk up to the, you know, like the tray of cookies are like, with.
- [12:25]
A
Yeah, yeah.
- [12:26]
B
They walk up to that and they slide one out and it's all cookies. And then at the, at the end of, it's like a sheet of paper that says, you know, 25% off.
- [12:33]
A
Yeah, right.
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B
Or, yeah, back in stock. And so again, what they do better than Moses, they figured out how to make everything feel native to the platform.
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A
Yeah.
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B
And it's hard to lose when you do that.
- [12:45]
A
And you know, what's really beautiful about what they're doing too, is the settings. They have a recurring set that their entire social TV show, if you will, is occurring on. And I think this whole America roots for entrepreneurs stuff needs to be taken more seriously. Midday Squares again, he's like, you know, we want to do Shark tank, but on TV for the last maybe, I don't know, 10 to 15 years, Shark Tank was a viral moment. We had a Shark Tank episode back in the day, and we had 3 million people in the US that watched that episode. It's crazy how small of a business grind was what I used to work on. If anyone's new to the podcast, like, it's crazy how small of a business that was relative to how many people I'll be like, I used to work at this company, and they'll be like, oh, I know that, you know, or like, I was. I was thinking about buying that for my son or whatever, or daughter or whatever. And so Shark Tank provided that, you know, setting that familiar setting that American businesses could potentially, you know, pitch themselves on. And I think social nowadays is giving everyone that same home run, swing opportunity every single day.
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B
Every single day.
- [13:52]
A
You look at, we got 3.5 million people to tune into that Shark Tank episode. If you just look at Chunky Fit, by the way, they don't have to worry about Mark Cuban roasting their cookie or Daymond John saying, it sucks. They get to control the exact narrative that they're putting out. I looked at, you know, their Instagram. I mean, they've got three videos that got, you know, a couple million views. Like, it's because they're telling their story. They're controlling their narrative. And they have picked a setting that is this, you know, behind the scenes, they're in the kitchen. There's an expectation every time you see this video that you're about to see an entrepreneur behind the scenes piece of content. And so also keep in mind like your recurring setting and your theme matters a lot. Like people want to see. Like this is something that I think a lot of folks don't understand is how important lighting and setting and all these things are. Like, there's great lighting in every single one of these videos. You don't have to struggle to see any of the text is very visible. It's always put in a place where you can read it easily. So a lot of those visual formatting cues as well are super important. I think people do need to study retention, editing and a little more of the formatting side here. But yeah, recurring characters, recurring settings is how you kind of base any sort of show. And so you should be doing the same thing with your page. Right. If you're going to tell your founder story, you should be in the same place. We're in the same thing quite a bit.
- [15:13]
B
So the next brand that I want to talk about that absolutely excited, like so excited that they're winning because they listened to the pod. And I remember when they first started the company and they reached out and they were kind of just like giving us updates. Hey, we had the first video go out. Got a million views on TikTok. All this bad ombudis. I know you know them. I don't think you knew that they listened to the.
- [15:33]
A
I didn't.
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B
To the pod and they're like in your swipe file.
- [15:36]
A
Yeah, really cool. Which is a good opportunity to talk about swipe file. So for anybody who is watching this POD still, um, make sure to leave us a comment that you want this swipe file. So I put together a resource which is all sorts of different founder content types. I think we've got like 37 different videos for you to literally just like watch, look at the editing style, look at the script, make sure. I mean copy the hook and apply it to your brand. We're going to put that in either the description or send it to people who comment. But make sure to comment that you want it and you know, we'll go ahead and shoot that over to you. Only if you're subscribed though. Back to the bat on verse.
- [16:14]
B
Cool. So another thing they have. Let me pull this doc up. They have 18 posts on their page. 46,000 followers.
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A
It's crazy.
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B
And very similar to Chunky Fit Cookie is they're excellent and they're 10 out of 10 of visual hooks. Right. And I just want to stress that that you can build an entire following off the idea of, I did, I left this to now do this, or I am now doing this.
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A
Yes.
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B
Like, you can build an entire business off of that. His is, I left my nine to five to build a burrito company. Right? People want to be part of your journey if you're sharing it. Like, everybody loves to root for the underdog. And that's what we were talking about before is this fact that that idea of, like, Shark Tank and why people love Shark Tank is that person's coming in, you know, with, hey, like, I. I have this company, it's getting close to $1 million, and I'm looking for an outside investment because I think it could be huge, Right. I think Shark Tank could be also awesome if they had an entirely different series that was like, almost like after the Tank kind of thing, right? Where they.
- [17:15]
A
Yeah, they don't. They don't talk to you at all after.
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B
No, they don't do that.
- [17:18]
A
Keep it pushing. So, I mean, the thing that you touched on it briefly, but, like, how you tell your founder story is always with a story time hook. So, you know something like, come with me to do this task. Or three weeks ago, I left my corporate job to launch this company. Another one you can use is, you know, I'm starting a company at Blank Life Stage, right? Like, there's this kid that does. I'm starting a Cafe at 19 as his series.
- [17:43]
B
His shit's good.
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A
It's really good. And it consistently pulls in 100,000 views. Because you're seeing this. That's a crazy statement. I'm starting a Cafe at 19. So you're just curious what this guy's up to. Like, it's that curiosity loop we talk about so much. You know, another girl uses the exact same hook that Bad Hombres does, which is, I'm quitting my job in private equity to start a yoga company. Right? Like, that's perfect. Like, I'm really curious why you. Private equity conveys the fact that you probably made a lot of money. And so you're putting things on the back burner. You're sacrificing a high salary to go launch a passion project. That's a story that people are going to root for. And so that's your story time hook. You know, after you've, like, hooked the audience by setting the table, then you just document the process. You know, she says that I left my job in private equity to start a yogurt company. You know, here's day four of trying to launch a new flavor. So I tried to pick up. It's like at that point, you're just documenting the process. You're just coming up with little things, little steps in the journey. And the reason this works is because people love voyeuristic content. Like, they like, it's a window into a life that they're not living. You know, this is maybe something that they've always dreamed of doing. Maybe they've also dreamed of leaving their job in private equity to start that passion project. I know I talk to people all the time and they're like, dude, I really want to launch this thing, but, you know, golden handcuffs. I just don't want to lose my, you know, lose my salary at my tech job. And, you know, content like this makes them feel like that life is possible. And, you know, that is truly more powerful than anyone can really appreciate.
- [19:15]
B
Couldn't agree more. The last brand that I want to talk to or talk about that she's doing this. She literally, she worked at Dyson, I think for five years. And she left Dyson to start off mile off running. And this is a. She's also a listener, but her name's Alice. Absolute G. I actually had it in my notes, like, that was the opening.
- [19:35]
A
Absolutely.
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B
Yeah. Yeah. Alice is a straight G, but she's been running for 14 years. And basically she noticed a gap in the market of there's not enough brands creating running, running apparel for women specifically, that's fashionable. Very similar to in the male. You know, in the male category, there's a shit ton. That's what everybody's doing. Yeah, it's like, hey, how can we make cool, fashionable running apparel? And so she saw the open in the opening in the market.
- [20:03]
A
Isn't it kind of ironic that a lot of the big performance like Lulu and Aloe in particular, both started primarily with women and then they move into the men's space. But then in the running, it's kind of you want to win men first.
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B
And even in the fitness, it's the same thing.
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A
Yeah. Like 10,000 legends. There's like all these brands. I mean, you know, set, active, csb. Like, there's a lot of brands and, you know, women only performance.
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B
But even like represent represented 2, 4, 7, men first.
- [20:31]
A
Right.
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B
And now that I think they just dropped like a women's line.
- [20:34]
A
Represent seems super male coded though. They are like going into a women's just like they're trying to expand into a new market, but I don't feel like they have a female audience like that.
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B
I think they do. There's A lot of women that buy the oversized shirts and like will wear.
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A
Really?
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B
Yeah.
- [20:49]
A
Interesting. I would, I would put like a sizable dollar amount. It's like 80, 20 men.
- [20:54]
B
Yeah, okay, yeah, that's fair. But that 20 can be way larger.
- [20:58]
A
Which is nothing like the 95.5of our.
- [21:01]
B
Podcast of our podcast and our followings on ig.
- [21:03]
A
Yeah.
- [21:05]
B
So the other thing, when I think about BTS as a content pillar, she in my opinion is doing the best job of it. And I'll explain why in a second, but she's doing the best job of it. And so I'm gonna give you a bunch of ideas or essentially content ideas based off her content. She does opening her first samples, right? That's a content idea. Reactions, as in she's reacting to her launch video, getting a thousand, a hundred thousand views. And the cool thing, she just flipped on the camera and started talking. Which just tells you you don't have to over complicate this. Especially when you're building a tight knit community start. You don't need 50,000 followers to build a big company. You need 2,000, 3,000 if that depending on the product. Then she has another one. It's a product arriving, essentially the first shipment. Like she's been waiting two years for this moment. She's been working on this forever. Like she's so excited. She's documenting the journey. The next one is. A lot of people ask her how they're finding suppliers for her brand. She created a content pillar around that as or sorry, content idea around that as well. How to find suppliers, how to find manufacturers for clothing brand, BTS of the campaign shoots, progress updates, her mood boards and inspiration, her packaging, her first PR packages, all of these things. If you look at your calendar, and this is what I want to stress is you just need to look at your calendar and say, hey, what is worth building a small story around? The story doesn't need to be two minutes. It doesn't even need to be a minute and a half. It could be 15 seconds, it could be 30 seconds. You just need to be able to look at these moments in your day and say, hey, how can I find a story in the mundane? A lot of people would never think about the PR package as the story, right? As packaging it and that being the story, they think about the story that somebody else would tell when they get their PR package versus. This is my first time ever doing this. I want to make an impression. I love this shit. I'm launching my brand here. Like see the BTS of me doing it Right. And the most important thing to me here is if you look at all these brands that are succeeding, they're getting 40, 50,000 followers. You don't have to have a complex strategy at all. That's the most important thing, in my opinion. You can just pick up your iPhone and shoot. If you have an iPhone, you can build an enormous business, an enormous business led by organic content.
- [23:12]
A
Huh?
- [23:13]
B
Yeah. But you can build an enormous business on the back end of just your phone and being brutally, like, just courageous to put yourself out there and share everything about yourself and what you're doing.
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A
Yeah.
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B
Because that's the biggest moat. That is a moat that nobody can take down 100%. Everybody could try to replicate it, copy it, but it's still your moat. It's still your story. It's one of one.
- [23:36]
A
It's the biggest. The last skill left will be personal brand. After all of this AI shit takes away, you know, everyone's ability to, you know, have coding skills, have copywriting skills, whatever. After, after AI continues to, you know, automate a lot of things, you'll always be able to have personal brand. Because until AI replaces literally everything, you know, humans, like, then people will want to follow other humans, you know, they'll want to follow thought leaders. And it's kind of similar to what we. I mean, dude, like, you have to have the initiative and the understanding that if you don't promote yourself in today's day and age, and there's a way to create content about yourself that is not vain and, and is not egotistical. You know, this is something that I think a lot of people have as well as a mental barrier is they think, well, I don't so wanna talk about myself. Like, I don't wanna talk about myself publicly. Who cares? Whatever, dude. If you understand how to tell your story in a relatable way, then you're actually doing a service to people because they feel like you're inspirational and you might have them, you know, you might help them take the next step in their journey. Right. And that's like the most incredible thing possible. Like, we get feedback from a lot of people about how the POD helps them, you know, and I would say that helped us early, like when we were really small and we had just launched, like, people would say it was really valuable. It was helping them in their day to day that is really crucial for a lot of things in life. So, you know, it's the. It's the highest leverage skill you can develop is telling your founder story.
- [25:08]
B
Yep.
- [25:09]
A
And I also think over the next probably five to 10 years, we underrate how many people, like how, how many creator led brands. And everyone assumes creator led or celebrity led brand is this, you know, Kendall Jenner, 818 tequila type 5. Right. But in actuality, you know, the brand and the creator being the same. I left my private equity job to build a yoga company. That's cool. Like, she wasn't a creator before she was in private equity, but now she's a founder, like a personal brand founder. So there's something going on with how this is all changing and how people's consumption of media is changing, that brands have to meet in the moment or else they'll get left behind.
- [25:51]
B
Yeah, I, I think it goes back to your point too, of like, social is the new tv. And so if you're recreating your own version of Keeping up with the Kardashians, they've built some of the largest companies, they're some of the hottest people in culture right now.
- [26:04]
A
This is ridiculous.
- [26:05]
B
Ridiculous. I have a video going out today about their, like, SK games inflatable piece, but they've built these mega companies on the back end of reality tv. Why can't you do it? If you have this, you can build your own reality tv. Well, and that's all to build off. That's the thing I want to stress.
- [26:24]
A
To build off that, like Kim K. Reality TV was like pretty low status cringe back in the day, you know, like definitely in the 2011, like when she was first starting to date Kanye. I feel like Kim was not necessarily the business mogul by any means, and none of the Kardashians were. And then it just evolved over time as reality TV grew, you know, as it became more culturally acceptable. And I think what we're currently experiencing is that moment is that exact flipping for creators where the way that reality TV became more acceptable now it's one of the most dominant forms of television on Netflix is Love Is Blind, Love island, all these different shows worldwide. This is where a lot of attention is going. I think we're seeing something similar with how being a creator, even though you're an average person, is now becoming acceptable. Yeah, there was definitely a who cares element to this a long time ago. And then TikTok just changed everything. And now that Instagram is cloned TikTok, I truly feel like, you know, it's now, why are you not doing this? Rather than, oh, maybe you should.
- [27:32]
B
I think on our end too, it's, we do a bad job because we have opportunities to create this kind of content. And I think we don't even take our own advice in this case. Like, there's a lot of cool that we do that we don't document and create our own reality around some of the brands we work with. We work with some of the coolest brands probably in the world, yet we're not documenting it.
- [27:51]
A
Totally, totally.
- [27:52]
B
Missed opportunity.
- [27:52]
A
Yeah, it's bad. Problem is I feel like contradict myself massively, but I just, I am like living in the moment during those times. But it's.
- [28:02]
B
Yeah, that's the difficult part.
- [28:03]
A
Yeah, because you kind of have to be locked in. And I think that's why you see a lot of people who crush that world not necessarily doing the POV style. They do more of a vlog style with a filmer. Like if we brought Rudy or something, it'd be a lot better because it's really difficult to operate the way that we do while also shooting something. I think, like, it's really hard to like, script that out types. I just wanted to talk about one more founder story showing the importance of, like, content. Because there's this brand I found. It's called Desert Sage Swim. Another way founders can stand out through content is through contrast. So you know, this lady I saw, she started a full coverage bikini brand called Desert Sage, and her viral piece of content overlaid a traditional bikini over her new full coverage bikini. So, you know, that showed the difference. And the caption is, this is what I mean when I say full coverage. Now, the visual is extremely striking. The hook gets your attention immediately because you're like, why does she have two suits on? They're different colors, all sorts of stuff. And you know, the juxtaposition of the two suits is clear. So she also fits the part. She's talking about full coverage. She kind of looks like, you know, she's a mom. Like, it seems like she would be the right person for this message. And here's the kicker. She used this same exact style with the. This is what I mean by full coverage. Or, or just kind of like showing the product. But she never overlaid the other suit. It was always her just showing her full coverage suit. When she says full coverage, it doesn't actually land and become understood by the customer until she visualizes it. But when she put the bikini over her other full coverage bikini, then all of a sudden you're like, oh my gosh, there's actually so much more suit here. And this video got 250,000 likes. I mean, it completely went 4 or 5 million views. Yeah, went crazy viral. Maybe 5, 10 million views. And we talk about having a Shark Tank level opportunity every day.
- [29:59]
B
Holy shit. 36 million views.
- [30:01]
A
36 million views.
- [30:02]
B
Oh, my gosh.
- [30:03]
A
36 million views on her suit. That's insane, right? And that's completely business changing overnight. But here's the kicker. She now has a content format that. That she can reproduce every single time. She has a new design. So she can go make this for polka dots or go like whatever the new design is. She has a new full coverage mold. She uses content to talk about. Well, I don't think that's full coverage because you can see your thighs. She's like, check out the skirt. Like, she uses this exact format over and over and over again. It's an amazing job using contrast to visually demonstrate the difference in your product and why it's unique and why it's fit for somebody.
- [30:43]
B
I love this. I already. We have like a shared group chat in our. In Instagram. I already dropped like five videos in there. This is great.
- [30:51]
A
Yeah.
- [30:51]
B
I got no notes on this. It's just great.
- [30:53]
A
Yeah, she's got it. I'm putting out a video on our strategy, like, probably next week. And I mean, just amazing job. And, you know, the iteration, she. She just kept trying stuff, right? Like, she wasn't a content creator at the beginning. You can kind of tell just through, like the development of their content. But she watched, she consumed. She learned over time and she was like, okay, this is how to do it. So, yeah, that was a really good one.
- [31:20]
B
I love it.
- [31:21]
A
Well, cool. That's all I got. If you're still watching again, please leave us a review. Spotify subscribe on YouTube means the world helps us keep going. We'll catch you all next week. Welcome back. Episode 70. Yeah. It's hosted by Brian and the Cuban John Wick.
- [31:37]
B
Yeah.
- [31:38]
A
What are you doing? What are you doing? What? You're not even talking to no mic right now. That's crazy.
- [31:47]
B
I didn't know what you were going at. I'm like, what do you mean?
- [31:49]
A
Yeah.