← Sweat Equity
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- [00:00]
A
So I was crunching the numbers.
- [00:02]
B
Yeah.
- [00:03]
A
This year we have worked with over 35,000 creators via TikTok or Instagram affiliate partnerships.
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B
What's crazy about that is, I'm guessing that's all through like, different Discord Communities.
- [00:14]
A
It's. Dude, it's Discord communities. It's affiliate agencies, like, you know, sourcing through grant, all that stuff.
- [00:22]
B
Like Paul street, for example. Like, do you guys work with Paul Street?
- [00:25]
A
No, we don't and I haven't really. They do more of the publisher affiliate. So, like, if you wanted to have, you know, if you wanted to be featured in a magazine or something, you would go work with those guys.
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B
I just saw them doing like the goalie.
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A
Yeah.
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B
Kevin Hart and all that.
- [00:42]
A
Yeah, sure.
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B
Okay.
- [00:45]
A
It's like every single agency claims to be the goaliest agency because, yes, some of your creators probably did work for them. And so you might be the agency of record. So it's irrelevant who's claiming the know.
- [00:58]
B
The giveaways and all that.
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A
So goalie makes the giveaways, like goalie's brand team makes the giveaways. There's no agency, like, responsible for that.
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B
Stuff, like coming up with the camp at the campaign level.
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A
They're all coming.
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B
Okay.
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A
Because if you think about it, who would, who would be signing off on giving away a lambo for making 250 racks? It's not some agency, bro, in Miami from his penthouse. It's like the goalie corporate team. You know, that stuff doesn't just kind of get proposed in a. In a weekly sink.
- [01:24]
B
It might, yeah. I mean, hey, it might, bro. It might. But no, if you're out there and.
- [01:29]
A
You'Re the guy that made the graphic, let us know.
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B
Okay.
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A
I think it's cap, but still.
- [01:35]
B
30. 30 or 35,000.
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A
35,000 creators. And that's across, you know, C4 Freda. You know, a lot of programs that just basically had a. Empty the clip, get as many affiliates as possible. And what every single partnership boils down to is these three things. It's incentives. It's a strong, brief and clear expectations. So I'm going to start with incentives because I think this is something that TikTok shop had the potential to fix and hopefully will have a good impact on Instagram and YouTube partnerships in the future. And it's that every single creator partnership should have direct ROI that the creator makes tied to their payment. So if they are driving sales for you, then they need to be getting compensated. That's obvious. But there's a lot of people that Just do flat fee for post. And that model is so dead it's unbelievable for two reasons. Not only does that not work for the brand but also if you're the creator and you have limited bandwidth and you just have to chalk stuff off your list like oh I need to make this video for this brand or else I'm not going to get that deal. They're not going to give their best effort, they're not going to put direct response into it, they're not going to be creative. And so tying every single partnership to specific incentives is super, super important. So what does that look like? There's a few different things. Is one commission. This is just 10% is the standard rate. If you click the link in bio and go convert from that UTM then 10% commission is pretty standard. This is how a lot of Amazon affiliates make their money. So have a lot of different creators on YouTube have the stuff in their description they say a code at the beginning of the video, whatever it is on TikTok shop this is anywhere from 15 to 25% is standard. And you know what's a way to get more out of your commission structure? I think that more brands should implement tier based commission structure. So yes, if you drive two sales, great, you'll get your 10%. But the more incremental revenue that you're driving, the more you should give away in margin because if you're thinking about that as a business, your CAC inflates with scale no matter what. So if someone is creating content that drives a significant amount of revenue then it's more valuable with each purchase because your initial seeding of them say it was like $200 to get them products and they drive 10 sales, well that's $20 per sale but and then if they drive 50 obviously that's $4 per sale. And now that's like so you know, be willing to incentivize people to drive more sales with a higher commission as they make you more money.
- [04:22]
B
Couldn't agree more. We're working with one of the, I don't know if I could say like one of the hydration brands and they have like a list of UGC and ambassadors basically on, on their rotation and that was one of the things I was talking about was like is so much better to gamify. Yeah the amount of you know, affiliate revenue that they'll get from something especially if they're, if they're stud right. Like if they're able to crank out really good creative and they're hitting certain revenue targets and then exceeding them and then just like tier it so that they want, they want to make better and better content because they know that the better the content is, the more they're going to get rewarded.
- [05:00]
A
Right.
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B
And I think just adding that level of gamification to something like this is huge because it feels like a video game where you're unlocking.
- [05:07]
A
Yeah, there's a pursuit of more levels 100%.
- [05:10]
B
It's the same thing with whatever you play 2K NCAA where you do it and you're like, okay, when I go from 60 overall to 70 overall that's a huge unlock for my career.
- [05:21]
A
Definitely.
- [05:21]
B
And it's the same thing with an affiliate that if they go from 10% commission to 20% commission and there's maybe, you know, 10, 15, 20 is a huge unlock. It's a huge unlock.
- [05:32]
A
You know the biggest thing is we have basically worked with all of these different brands and notated which ones drove revenue. Obviously, you know, tiered them out and now you want to forge long term partnerships with these people. Like there's got to be a give and a take and the give from the brand should be hey, if you're going to be a prominent person in our pay, you like it, like we'll pay you more, you know, and so I think that's, you know, tier based commission structures is something that branch would start to implement a lot and you know, not just at the TikTok shop level. Like do this for all of your Instagram affiliates, all of your YouTube affiliates.
- [06:11]
B
It keeps the appetite high, you know, for, because it's so easy for somebody to come in a brand or a.
- [06:16]
A
New brand to come along.
- [06:17]
B
That's what exactly what I'm saying. Like a new brand comes along and they say hey, we'll give you 15% commission. And you've been keeping this like star stud at 10% commission. And they're going to take it if it for that because that 5% commission over the course of a year is monumental to probably, you know, an ambassador.
- [06:34]
A
UGC or a big, a big flat fee deal might come in that'll also take their bandwidth away. And so if you're not offering them the ability to out earn those competitive offers, then they're eventually going to have a wandering eye which hurts every brand that has quality affiliates. It's so hard to find these people. And so when you lose one it is actually very challenging. The other thing that I think more brands should do is bonuses tied to non revenue generating outcomes. So one thing that I've been Beta testing with a guy that I met on Twitter. But it's this competition where basically you can post a bounty and so you post like a $5,000 bounty and it's solicited to all of these different creators and you can choose how many winners of the bounty there are. So we chose five. And so the $5,000 thousand dollars would go to the top five submissions. So those top five submissions were all based on views. And that gives kind of like a new incentive structure where before it's like, you know, TikTok shop, Instagram affiliate, hey, this is my favorite hydration pack. Whatever, dude. Like no one, you know, that's, that's just another ad basically almost 90% of the time unless it's like super aligned. But if you're giving bonuses towards views and shares now it's kind of this eyeball on your brand sort of thing where it's like, okay, well you know, did the video get more eyeballs in terms like it changes how people are looking at the content. So if a creator is making something that's just pushing product, they're not going to stay for the whole time.
- [08:14]
B
Yeah.
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A
And so there's not as much of a, you're developing a problem in their eyes versus this, you know, this promotion was no, no direct response. So there's a lot of like establishing the problem in the viewer's eyes. And been pretty interesting to see like the notable bump in their search traffic over the course of the competition. There's around like 6 million views off of the $5,000 bounty. And so they've seen an uptick in search rather than an uptick in site traffic. And why that's important is because a lot of people look at their influencer and affiliate program just through revenue lines. Direct roi. It's not brand marketing, it's a performance channel. And I think smart brands understand that brand marketing lowers your cost per acquisition over time. And that's a six month lagging indicator. And so if you're going to run those things concurrently, you might have a, it's going to do really well for you.
- [09:09]
B
All right, marketers, we know you love the tldr, so let's get right to the point. Here are five things you can get done faster with WIX Studio. Number one, you could scale content with dynamic pages and reusable assets. Then number two, you can integrate with Meta's conversion API, zapier, Google Ads and more in just a few seconds. Then number three, which is a given, and this is AB test where you can create them in Days, not weeks, with their intuitive design tools. Then number four, you could connect to tracking and analytical tools like SEMrush and GA4 in seconds and manage all of your client social media from one dashboard. All right, if you're ready for more, then go to wix studio.com Again, that's wix studio.com I was having this conversation a week or two to where it was like branded brand marketing and performance marketing, they shouldn't be competing. Right. Or they, they should be really overlapped. And then there should be that intersection.
- [09:58]
A
Yeah.
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B
Where like that lag, that six month lag. The intersection is like when that six month lag meets the performance side. But what you're doing reminded me of like, do you, do you remember when my first million was stuck at.
- [10:13]
A
Yeah, they did the.
- [10:14]
B
Exactly. TikTok 7, 800,000, I think it was downloads a month. They turned to like a TikTok competition was the same thing. They put a bounty out there. It was like whoever can make the most viral clip, the funniest clip, something, something we're going to give them. I think they were giving each person like 5,000 or 20. $500.
- [10:30]
A
Yeah.
- [10:31]
B
And they generated. It was, you know, 30 to 50 million views during that month, which then took them again. Like it's, it's not even something you can, you almost have to, to not look so deeply at attribution, especially with podcast attribution. Because I remember when we had Ben on the, on the, on the podcast, he was like, yeah, that actually didn't drive anything. And I was like, well, like if something jumped from 700 to a million downloads or 1.2 million downloads and the only thing you did different was this TikTok competition. Like, yeah, that is the attribution.
- [11:05]
A
Like, are these attributions in the room with us?
- [11:07]
B
Yeah, yeah, exactly.
- [11:08]
A
Like I don't.
- [11:10]
B
And that is the attribution. And so with something like this, having being able to look at that organic search volume and seeing the uptick is huge because then you can tie that to performance marketing on the back end 100%.
- [11:21]
A
And there's so much to. I think what has just inherently been forgotten in our digital marketing ecosystem is the touchpoint philosophy in marketing, which is someone needs to see your brand like six times or whatever before they buy. And so, you know, like high potential arbitrage opportunities, which is like a $5,000 to get 6 million views. Like that's fantastic. You know, maybe most of those videos were like, you know, 15 seconds of someone talking about how shitty it is to eat gluten free. But by the time people were at the end of that video, they were ready for the solution. Ready to see, like, okay, well, what are you using to actually mitigate that? So the other thing that I think is the most important part of a creator partnership is having a really strong brief. And every single brief should have these three things. So number one is, what are the key points of differentiating?
- [12:17]
B
Well, you always look me in the.
- [12:17]
A
Eyes when you say your hook is. Because I've been noticing that I'll be looking at the computer too much. I'll be reading too much.
- [12:27]
B
It's just funny.
- [12:28]
A
What else am I supposed to do?
- [12:29]
B
No, I'm just saying it's funny when you say your hook. Like, you flip. Flip us. Like you flip a switch and you go, if you're writing a creative brief, it needs to have these three things.
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A
Yeah, I can look at.
- [12:37]
B
No, no, no, you're fine. It's just. It's funny.
- [12:39]
A
You know, we should.
- [12:40]
B
Twice in this episode, we should draw like a.
- [12:42]
A
Like some eyeballs right behind you.
- [12:43]
B
Like something.
- [12:44]
A
Yeah.
- [12:44]
B
Like go look at Kobe.
- [12:45]
A
Yeah.
- [12:46]
B
Or whatever. Like, move that.
- [12:48]
A
See, it's weirder.
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B
You noticed it, though, how he does that?
- [12:51]
A
No, he's talking. He's talking that I. I look at my computer.
- [12:54]
B
But you see how he flips this, like, when he says the hook that he just like. Yeah, it shit's funny. It's just funny, bro.
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A
He just loves playing both sides. He's a ref in a tennis match.
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B
He's independent. He's an independent voter.
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A
Yeah, well, we know he's not that.
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B
I know. Yeah.
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A
So strong brief is. Number one is those key points of differentiation. So if you are a coffee brand, what makes you different than other coffees? I think a strong coffee, I think is super coffee. These are protein coffee brands. They are distinctly different than mushroom coffee brands. Mushroom coffee is promising that you are going to, you know, fix your gut health, restore your hairline, whatever.
- [13:33]
B
Well, you better get everything. You got to get two inches taller.
- [13:36]
A
Yeah. You know, it turns out works about.
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B
To get crazy jump shots up.
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A
It turns out the reason you don't have a girlfriend is because you don't drink turkey tail mushroom.
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B
Yeah, it's crazy.
- [13:47]
A
So that's, you know, what's the differentiation for someone like super coffee? It's actually that. No, we just have protein in this. It's a great source of protein. L theanine helps you mellow out. So what are those key points of differentiation? Because if you don't have those Then you might get someone just talking about the taste and that is not necessarily the thing that sells your product. And so it's not about putting the creator in a box, but you do have to gently nudge them towards the right type of content. The other thing that we include in every brief is inspiration. So this is super important because creators will just let it fly with what they think they need to make. And if you don't provide at least three things of pieces of inspiration that I don't think you're going to get a strong enough video at scale, like if you don't provide inspiration, then people are just going to make what they want to make. And again, it's not necessarily about micromanaging creators, but especially when you're working with thousands, it's like you at least have to put these guardrails in place so that you'll get something resembling what you like. Plus good artists steal. Right? Like you need to see what else is working. So with, you know, Super Coffee is another example. Like we're using a lot of the David protein bar macro headline stuff where they say 28 grams protein, 150 calories. Where super Coffee has also really strong macro profile. It's really low calorie, it's low sugar and it's got 10 grams of protein. So we're sending that to all these creators and it's starting to really show up. Like the revenue generating videos. We've seated around 250 affiliates and we've had like 15 to 20 videos perform decently. Like 50 to 60% of those are from this brief. Like they just made the same thing that we told them to.
- [15:31]
B
So I think that, yeah, I think that's crucial.
- [15:35]
A
Like even if numbers just probably sound whack, but that's just also the name of the game. What just like how 10% of videos actually end up being good.
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B
But that's the reality.
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A
It's the reality.
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B
That's the reality of it.
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A
That's what you get.
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B
And that's like what changes too is like when you go to 250 creators, I mean, but it's the same like if you look at organic content performing well, you look at paid ads performing well. Always like in that power law variation of 5 to 10%.
- [15:59]
A
Yeah, Pareto.
- [16:01]
B
But it's always good to find content And I think TikTok's the best at. Well, it's because it's the best for searching for winning content by being able to look at other categories that are run in like a parallel universe. And then Finding the top things there and then just being able to mimic it for a different creative brief. Like, I wouldn't even say that's stealing it legitimately is inspiration because it's like you're not selling the competitor to David's protein bar.
- [16:26]
A
No, you're just twisting 3%.
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B
Yeah, exactly.
- [16:29]
A
So, last two things that we include in every brief are ideas and tips. So with the idea side of things, we want to give people specific hooks and specific concepts that we want to see created. Here's the thing, they're not going to always make them, so you just need to give them stuff that you think might work so that you'll get that maybe four out of every 10 times. Because generally they're not even going to look at the brief. They're still going to make what they want to make. But when it comes to these ideas, generally no one is going to know your product better than you. And so try and blend that inspiration with something that's unique about your products. And then the biggest port part is giving them tips. So, you know, especially with TikTok shop, we provide these tips with every single creator. It's mention that you're un gatekeeping something, mention that the taste is better than you could have ever expected with the cost of the product. That's another thing is, you know, these people often aren't going to price anchor against anything. They're not, they're not going to like, you want them to come off authentic. Come off authentic. And, and so in the process of doing that, you gotta give them the guidance to say, well, I got this for $25. I thought it was gonna be 40. And that is so powerful coming from a third party. A lot of the time they just won't think to say it. They'll just talk about, I got this for $15 off. And yeah, other couple things like urgency, making sure that they kind of use some sort of cultural call out. If you really want to, you know, go even deeper, you can give them the cultural call out. But those are some of the tips that we use.
- [18:04]
B
Super useful. I think the. I like the idea of anchoring it in some kind of comparison of like this is 25, but when you compare it to this, that I thought was going to be 40 or this is the alternative, that's 40, it makes that $25. I mean, we always talk about psychology and leveraging it within marketing. And the reality is like, yeah, you leverage in marketing, but leveraging it within your hooks, leveraging it within the first three to five seconds of A video is huge.
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A
Yeah. Like, you're not gonna believe that this only tastes. You're not gonna believe how good this tastes for $15.
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B
Exactly. Okay.
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A
Is it supposed to be 30? Yeah. I think I said three things, so I'm just gonna bang out last one. It's like, not even that juicy. So third and last thing is just clear expectations, and that's gotta be both internal and external. Again, we talked about brand and performance marketing sometimes being in conflict with each other. This is where the expectation side of things comes in. Because you never want someone to look at your initiative through the wrong lens. If the performance marketing team is saying, why are we putting budget into this brand marketing thing? It's because the expectation wasn't set that that payoff was coming in six months. And so it's important to align your internal teams. But also expectations for the creators is super important as well. And what are those expectations? It's when the video is due. A lot of these folks will make up a million excuses of the package, Got to be late or it's damaged, whatever, and they'll say they can't make the video. So I think one of the more effective ways that we've seen is we tell people, hey, here's a little bonus. If you get your video in by this date, and that's tied to when they receive the product. So if they submit their video within the first week, cool. We'll give you a 5% commission boost. Don't penalize them because you still. They kind of own leverage right now. Leverage of like, you do need their piece of content, but incentivize them to hit that timeframe that works for your brand, and then you build that into their content agreement. So I think tying back to incentives in terms of delivery is much better than punishment 100.
- [20:13]
B
Couldn't agree more. So I know we're short on time, so I'm gonna jump in. So a few weeks ago, I just talked about, like, activations, or I don't think I even talked about it here. I wrote about it in the newsletter about, in real life, activations communities. Like, you see the influx of different quote, unquote clubs, running clubs, bike clubs, lifting clubs, whatnot. Right. And. And I think this is just a. You know, it's a. Because of COVID Right. We spent so much time consuming content and thinking about digital experiences and what we're doing on that side where people are like, like, I haven't seen the sun. I haven't touched grass. I need to. I need to find my tribe. All that Right. Cool.
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A
Still looking.
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B
Yeah. And. And I'm not saying that I think that's super important, but leveraging and building out these community events and activations is. Is awesome.
- [20:59]
A
Yeah.
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B
But I think there's another layer to it that brands don't even consider a really like thing think about or implement. And what. And what I think that is because I think it's a smart strategic both in acquisition channel and retention channel is competition slash commitments and thinking about that as. Okay. It's basically taking a community event or something integrated with your community and putting it on like all of the steroids, not just tests. Like this is deep. It's on everything. Right. And I.
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A
Great reference for our.
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B
Yeah. If you know, you know.
- [21:33]
A
Yeah. For sure. And I don't. As we've been over before, I don't know any roids references.
- [21:38]
B
You've heard. You've heard the term D Bolt, right? D ball.
- [21:42]
A
I mean just like probably in the wrong Instagram caption. That's something I shouldn't have been looking at.
- [21:46]
B
They're trend. Sorry, Trend.
- [21:47]
A
Yeah, I've heard trend.
- [21:48]
B
Trend is the one I was referencing.
- [21:50]
A
Now I'm about to be a Peptide king. Yeah. No, stay tuned for that part two parter.
- [21:57]
B
Yeah. So. And let me start with the OG 75 hard. Right? So 75 hard. Like you know from the outside looking in, if you look at first form you think look at Andy for Ella, it's like, dude, oh that's incredible. You're helping change lives. Okay. When you actually look at the back end, signing up for 75 hard and getting like the template for 75 hard and getting the app of 75 hard, you go down a massive funnel with something attached to every like 75 hard, there's like 10 things you have to do, right. You have to work outside twice. You have to drink a gallon of water. You have to read a book. All of those things are emails, but they're attached to products, right? And so it's literally an eight figure funnel that they've built. And then at. When you think about January 1st, they always launched a 75 hard transformation. It's a huge growth loop where I do 75 hard. I post about a hashtag 75hard. It gets shared on social. Other people then partake in it. It's this giant growth loop for 75 heart. I mean for Andy Friscilla in first form. But what I will say is if you're somebody that goes down the funnel and you're somebody that does this 75 day. Sorry, 75 day commitment slash competition in this case. Think about it from this lens. You go down it and you accomplish 75 hard. And you do transform your life. All of a sudden you like say, hey, my transformation is thanks to 75 hard. And first form, that is a very powerful thing to break because you're attaching an accomplishment, a memory, and associating it with a brand or a person, which is like something you can't break. You know, it's so hard to break something like that. And so, and the reason is like when you look at 75 hard, it's like there's this common goal. These people want to transform their lives. They don't feel like they're disciplined or that maybe they're getting out of a slump. And like they're honestly like in. And this is 75 hard specifically. But they're usually in like a vulnerable state. Right. Like, let's be real.
- [23:55]
A
No, no, it's facts. I mean like once you reach your peak level of skinny fat, that's where you start hitting 75 hard.
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B
Exactly.
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A
Because you, you think alcohol is a problem, it's like, nah, it's them chicken nuggets.
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B
And so again, two things happen here with something like that is like, it spreads word of mouth like crazy and then it creates that relationship between the consumer and the brand that's hard to break.
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A
So.
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B
Yeah, but that's an, not an old example. That is for people that don't actually understand the business behind 75 Hard. It's, it's an acquisition funnel. It is a retention funnel. Because if, if you come, if you go down 75 hard and you take all the supplements and all the things that they say take you like from here to here on that transformation journey, you're going to stick around with first form for the longest time recommended to other people. Cool.
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A
Yeah.
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B
Now, a brand that I think did this like executed this to a T over the last. I think they, they launched it in the sixth month is what? June. They launched it in June or that's when you had to apply for. It was Bandit Running. So Bandit Running, they launched a marathon training program. It launched in July or June. Sorry. Of 2024. And they did it in a partnership with Asics. So there was two sides to it. 16 week program. The whole goal was to PR for your marathon. Right. And they help. The part that I like is they held an in person where 2. You had to apply pay like $100 for 2, $3,000 worth of coaching. You had to apply, get approved and then they were Going to meet twice a week, train twice a week. There was going to be professional coaches. Those coaches were going to be taking you through a 16 week program and they were going to prep you for either the Berlin Marathon, the Chicago Marathon or the New York City Marathon.
- [25:29]
A
So a lot of value too.
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B
I mean a ton of value.
- [25:31]
A
Yeah.
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B
But the cool part is they also had the virtual free program where they took everything from that and they turned it into the digital version where you, I, Kade, any of us can partake in the marathon training. Did we? No, no, no. So I see it as two parts. You know, the, the in person is those are those crazy fans. They're also, you know, the, I don't want to call them the influencers, but most likely the people that, that got approved for the program in person were really good at or really good marathon runners. Right. There's a different. I'm not gonna go there. Then the second one, the virtual free program. Dude, that is like huge lead gen. I bet you their email list added 20 to 50,000 people, if not more because of that. But here's the cool part. So you go down this either program and this is everything that you get. You get a 16 week training program, two weekly live. Sorry, two live weekly sessions Program. Excuse me. Program, club house access, expert coaching staff, live orientation, free bandit race, top 20% off, Asics footwear, bathhouse Sundays, Bandit program app, marathon weekend events. So like with this, it's not just, hey, we're going to be training. You're getting all of these extra perks included in this. If you are going through this program with partners.
- [26:50]
A
With partners. That's a really cool part of that too is they're just fostering like more lead gen sharing between a lot of those different folks too.
- [26:57]
B
Yes.
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A
Yeah.
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B
And so this is why. Let me, let me do the brine. This is why I think this program is monumental for Bandit Running.
- [27:08]
A
All right. I'll never do it to you again.
- [27:12]
B
This is why I think this program is monumental for Bandit Running. So imagine your goals to PR at the New York City Marathon. Right? You've been training in the past. You don't know actually what you're doing. You're guessing. You're taking resources from here, from runner's world, from here, trying to piece it all together, put together this good training program. You're kind of always guessing. So you apply to the program or you join the virtual free program, you get accepted, kick things off for the next six weeks. You're not just training for the New York City Marathon. You're training with Bandit Running, you're training with their team, their coaches. Essentially, the brand is taking you through a transformation of damn. I ran a 330 and they're getting me to a 315. That's my goal. And that entire time, Bandit is like the guide and the person or brand taking you from that, which is monumental. When we think about building these long term relationships, when we think about like if we want to put it into performance side, like increasing aov, increasing customer lifetime value. That happens when a brand literally has like a choke hold on you and you feel like, damn, yeah, that brand, like anything they drop, I'm buying. And now when we think about these competitions and these commitments, that that is the thing that is going to create it. The fact that a brand can take you from where you are to where you want to be. Right. And this builds that. That hard to break bond. Where I think community events are for interacting with customers, I think commitments and competitions are for building forever fans. It is the thing that is going to take somebody from this idea of a community event. Like you interact with a brand for maybe an hour, maybe a day at max. But with something like this, dude, it's 16 weeks. I don't even know how many days. That is 80 something, 64 days. Like that is a. That is a long 80. 80 something, 84, whatever. Like around that's like 115, 604. Yeah, well my. We don't do no public math. We don't do.
- [29:09]
A
It's like 110.
- [29:10]
B
I did 16 times four in my head versus 16 times seven. Yeah, that's why we have a podcast.
- [29:16]
A
I think it's the same thing, you.
- [29:17]
B
Know, that's why we have a podcast.
- [29:18]
A
We're not numbers guys. We're. Yeah.
- [29:21]
B
So, okay, so what's the play here, right? What is. If you want to do this, what framework should you follow to make sure that you're creating the right competition or the right commitment for your brand? So really boils down to three questions. One, why does your audience buy from you? That's first. Is it performance? Is it mental health? Is it beauty? It doesn't matter. Right? All of your products are created for a specific reason and that reason is for then a specific someone. Knowing this, you could anchor that commitment and that competition by understanding why they buy from you. It has to start there. If you're, if you're. If Bandit Running held a competition for like a 16 week training program for swimming or for something completely unrelated, it wouldn't have the same effect. As obviously doing it for running because the brand is bandit running. The second thing is what are the underlying goals behind your product? Somebody, if we think about first form, anybody takes first form supplements, they're looking at first first form to give them supplements that are going to help them get bigger pumps or help them increase their testosterone or lose weight. And so when you think about that, you're like, okay, this person's obviously trying to transform their body. So BY Looking at 75 hard, it's like, okay, the underlying goal here is transformation to some sense. How do we scale that idea and goal of transformation into this big thing?
- [30:39]
A
Yeah, and it's also, it's very ambitious and it's a guaranteed result. You know, both of those things I think also make it super attractive where not only is this something that is a difficult undertaking, so it's like the support system you need from the brand is also super valuable. Not only are they helping you transform, but they're the reason that you're able to.
- [30:57]
B
Exactly. And the last question is, how can you center your customers around a common goal? This is that, that's gonna build that community layer where, okay, we're. You understand why people buy from you. You understand, understand the underlying goals. Now how do you take that into something that a lot of people can rally behind and a lot of people will interact with? Again, like, if they would have just given a PDF version of the 16 week training program, it wouldn't have had the same effect.
- [31:27]
A
Yeah, it's like a go download this.
- [31:29]
B
Yeah, yeah. And a lot of brands do that. But the fact that they put a lot, so much effort into. Okay, we're going to bring people into these live zoom sessions, we're going to get people at the park, we're going to have coaches that are teaching you. All of a sudden you're getting all of these people to rally behind that goal. And all of a sudden Brian is rooting for Alex, Alex is rooting for Brian during the New York City Marathon or the Chicago Marathon. Right. And all of a sudden there's that extra bond of not only are we attached to the brand, but I'm attached to the people that like you are finding your tribe because they're building their tribe.
- [31:58]
A
You always say something about community. It's like a community has to exist without you or something without the leader. A community is when people are actually going outside of what they're directed to do.
- [32:09]
B
Exactly.
- [32:10]
A
And that's totally what it creates because.
- [32:12]
B
I bet you there are going to be a handful of people that after this 16 week training program. They're going to continue running together, for sure. They're going to.
- [32:19]
A
I mean, they're going to. They're going to start dating, you know.
- [32:22]
B
Yeah.
- [32:23]
A
Shit. This is how we solve the population crisis. More bandit running.
- [32:27]
B
Yeah, Bandit running.
- [32:28]
A
Bandit running. Transformations.
- [32:30]
B
All right. That's all I got. I know we're on a time crunch today. That's what I got. I think it was. It was like 35 minute episode. 30 minute episode, but pretty banger.
- [32:39]
A
Yeah. A lot of heat in it. I love that community stuff. I think it's super interesting. What might be fun is on another future episode, if people want to ask in the comments, leave your brand and then we'll kind of brainstorm, like, what are some challenges that you could do? What are some ways to engage your customer base? Because all of this stuff is really differentiation and standing out from the pack. And so, yeah, leave us a comment on the YouTube video here and we'll make sure to brainstorm that for you on a future episode.
- [33:11]
B
Dope, like, subscribe.
- [33:13]
A
Peace.