We聽learn how an聽international speaker and聽author John Lawson got his start in聽
Transcript
Jesse: What鈥檚 going on, Richard, are you ready for聽another show?
Richard: Oh, yeah, always, actually, I鈥檓 excited about this one.
Jesse: Yeah. Yeah, actually, you鈥檝e known this guest for聽a聽while now, I聽think what鈥檚 interesting is, we聽talk a聽lot about social media. We聽talk about Shoppable posts and聽things like that, but I聽wouldn鈥檛 say either one of聽us聽are experts in聽social media. We聽can talk about it聽a聽lot but I聽think every now and聽then we聽need to聽bring on聽an聽expert level to聽really give our guests something beyond 聯oh, post this tweet聰. We聽want to聽add more to聽our merchants and聽give you guys something to聽think about.
Richard: Definitely, and聽John, you鈥檒l be聽introduced properly here in聽a聽second. He鈥檚 been doing it聽for聽a聽while, I聽was one of聽some of聽the聽original sellers on聽eBay and聽I聽think John鈥檚 one of聽the聽few people that actually can say wasbefore me聽and聽back when PayPal was actually called X.聽I聽think we鈥檒l ask him when he聽comes on聽here. But I聽think he聽was even using it聽back then too. But yeah, a聽pioneer in聽the聽space. He鈥檚 been doing
Jesse: That鈥檚 the聽better intro than I聽was going to聽do. But we聽will bring on聽international keynote speaker and聽author John Lawson. How鈥檚 it聽going, John?
John:
Richard: All right, we聽don鈥檛 have the聽big conference lights and聽everything going on聽with the聽clickers and聽timers and聽all that.
John: Beyonce music, I聽get it. (laughing) What鈥檚 up, guys?
Jesse: Oh, it鈥檚 a聽good day. We聽gave you a聽pretty good intro there. I聽mean, let鈥檚 hope you can live up聽to聽that now. You鈥檝e been around a聽long time in聽
John: Yeah, please do. All right.
Richard: We鈥檒l be聽stealing some of聽the聽link juice though.
John: The link juice! Go聽for聽it.
Richard: How about if聽you start with a聽brief history of聽what got you started and聽then where you鈥檙e at聽today and聽what you think people in聽the聽
John: Yeah, I聽don鈥檛 tell the聽story all the聽time, it聽gets boring if聽you tell the聽same story year after year on聽stage. But the聽way I聽got started is聽I聽had a聽friend that came to聽me聽and聽said: 聯Hey, you should flip a聽house with me聰. And long story short, this is聽like 2001, and聽I聽ended up聽upside down with a聽second property that I聽couldn鈥檛 afford and聽we聽couldn鈥檛 get anybody to聽rent it. I聽couldn鈥檛 sell it. And I聽was about to聽go聽bankrupt and聽I聽was trying to聽find a聽way out of聽the聽bankruptcy. Somebody told me: 聯Well, you should sell your stuff on聽eBay聰. And I聽was like 聯Really? Even I聽can sell stuff?聰 I聽mean, I聽knew you could do聽like used socks or聽something but to聽sell stuff鈥 So聽I聽had a聽bunch of聽used books that I聽was hoarding in聽my聽basement. I鈥檇 already read them. I聽was in聽IT, so聽I聽had those big thick
Richard: Oh, that鈥檚 awesome. I聽did the聽same things early on聽with Beanie Babies and聽baseball cards and聽same type thing. You kind of聽wished: 聯Man, I聽wish it聽was December every month.聰
John: And I聽wish I聽knew that it聽wasn鈥檛 going to聽last forever. That鈥檚 what I聽wish I聽did.
Richard: Yeah, I聽lucked out, I聽don鈥檛 have a聽garage full of聽Beanie Babies still. I鈥檝e switched product, I聽saw that coming quick. Every fad runs out and聽you want to聽do聽something sustainable. So聽what got you out of聽
John: Well, you know what we聽were like, you said I聽was looking for聽repeatable. In聽fact, I聽was doing the聽arbitrage thing which is聽going around and聽trying to聽find a聽product that I聽could sell online and聽make some money. But I聽really wanted to聽and聽I聽recognized that we聽needed to聽do聽our own products. We聽needed to聽do聽some kind of聽branding and聽I聽tell people, they鈥檙e like: 聯Well, what鈥檚 a聽brand? It鈥檚 just your name.聰 I鈥檓 like: 聯No, but a聽brand is聽not your name. A聽brand is聽what people say about you when you鈥檙e not in聽a聽room. That鈥檚 your brand.聰 We聽wanted to聽build a聽brand and聽I聽started selling a聽lot of聽urban
Well, not really, I聽digress the聽actual beginning of聽social media was really AOL, but your audience is聽probably too young to聽remember that. But it聽was the聽same concept where you would literally join these chat boards and聽groups and聽you talk back and聽forth. And the聽first platform for聽social commerce was actually eBay because when you were waiting for聽the聽auction to聽end, people would have these chat boards and聽you would be聽talking about the聽products like they would talk about Beanie Babies. And you remember that was a聽very hot place to聽either find new Beanie Babies or聽to聽pick up聽some
Richard: Yeah, that鈥檚 awesome and聽the聽beauty to聽that when you created that video, it聽lives on聽and聽I聽don鈥檛 know if聽people really get that all the聽time, certain socials the聽life of聽that platform is聽a聽little different. I聽mean pitching the聽choir on聽this one, but the聽lifespan of聽a聽tweet is聽the聽shortest. But it鈥檚 very interesting because it鈥檚 the聽real what鈥檚 going on聽right now, live platform. I聽still when they debate with people back and聽forth like 聯Twitter going away.聰 It鈥檚 like 聯I聽don鈥檛 think it鈥檚 going away.聰 And when you compare it聽to聽the聽Behemoth of聽Facebook, it聽doesn鈥檛 look that big, but would you like to聽have 50聽million active users, I鈥檇 take it聽any聽day. But YouTube for聽sure lives on聽and聽I鈥檓 sure, I聽don鈥檛 know to聽the聽same extent, but you still probably get sales because of聽that video.
John: Well, I聽probably would but I聽don鈥檛 sell them anymore. But yes, I聽probably would, it鈥檚 still out there to聽help people. We聽still get residual money from watches and聽ads on.
Richard: Yes, and聽when VR聽happens again and聽Tupac鈥檚 doing concerts all new start over again (laughing).
John: Bam, and聽you just gave me聽an聽idea.
Jesse: The next platform coming, there鈥檚 probably a聽decent markup on聽a聽bandana.
John: Yeah, it聽was nice to聽call it聽God money, it聽could just fall out of聽the聽sky. I聽mean, it聽was just so聽good.
Richard: So聽there was something you said in聽the聽middle of聽that. I聽want to聽dive in聽a聽little deeper and聽it聽was about the聽brand and聽how you create a聽brand. How exactly to聽your point you get people to聽talk about you, what type of聽content would you recommend people? Let鈥檚 kind of聽segue that direction on聽what do聽you recommend when someone鈥檚 just getting started and聽there鈥檚 going to聽be聽various budget? Some people going to聽have more money. Some people going to聽have laughs, but just with the聽good
John: Yeah. I聽think that鈥檚 the聽key. It鈥檚 about communication with your customer. If聽you know what they need and聽you start providing it聽for聽them, they will talk about you. That鈥檚 really at聽the聽simplest level. The reason why Amazon is聽always talked about it鈥檚 not because Amazon has the聽greatest selection. It鈥檚 not because Amazon has the聽greatest prices. People think they might because they don鈥檛 search anywhere else. But the聽reason why people talk about Amazon and聽why Amazon is聽winning at聽this game is聽simply because of聽the聽service it聽provides. It聽is聽their service. That is聽the聽brand. I聽know if聽I聽order something on聽Amazon and聽I鈥檓 a聽Prime member, right, Prime is聽their service, I聽get it聽in聽two days and聽that鈥檚 why they鈥檙e winning the聽game. You have to聽create an聽experience for聽people that can鈥檛 be聽duplicated and聽add value to聽the聽product that you already give. Most of聽our products get made in聽some third world country, or聽China or聽something like that. Right? Most of聽us聽don鈥檛 make handmade, our own products. So聽what the聽deal is聽I聽can find whatever it聽is聽you鈥檙e selling, that somebody else can make by聽doing a聽great Google search and聽putting my聽name on聽that product. And I聽have a聽product, that鈥檚 like Kevin on聽Shark Tank always talks about. It鈥檚 like what makes you any聽different than anybody else? Well, you鈥檝e got to聽figure out how to聽add value to聽your product and聽a聽lot of聽times that is聽going to聽be聽the聽service that you provide. There was a聽company called Zappos that Amazon never could beat in聽shoes. Zappos would be聽kicking Amazon鈥檚 butt so聽much that Amazon ended up聽having to聽buy the聽company just so聽that they could compete on聽shoes and聽Zappos brought their customer support understanding to聽the聽Amazon world. Zappos was the聽ones that had unlimited, you could return shoes no聽matter when. And everybody鈥檚 like 聯Well, why would you do聽that?聰 Because look, I聽have something and聽I聽have to聽get it聽to聽you in聽14聽days. Your return policy is聽14聽days. Guess what for聽the聽first 13聽days all I鈥檓 going to聽remember is聽that I聽need to聽get that stuff back to聽these people. But when you tell me聽that you got six months, guess what, about a聽time five months goes by聽I鈥檓 not even thinking about that, right? So聽literally when we聽implemented some of聽that stuff when we聽extended our return policy, we聽got fewer returns, believe it聽or聽not, because at聽some point it鈥檚 not something that鈥檚 top of聽mind anymore. And then after a聽while, you just like 聯I聽have kept it聽as聽long, I鈥檓 just gonna keep it聰. But the聽deal is聽we聽were beating our competitors because the聽competitor had this strenuous 聯We don鈥檛 take any聽returns back or聽we聽only take it聽back in聽 seven days. And we鈥檙e sitting there going, we鈥檙e laughing because now people are recognizing our brand because of聽the聽experience that we聽were offering to聽that customer. You got to聽figure out how can your experience be聽better for聽customers because today price comparison is聽not going to聽win you the聽game. All that is聽is聽a聽big drain and聽you鈥檙e going to聽watch your profits go聽down the聽drain because somebody鈥檚 always going to聽come back and聽beat you on聽price at聽some point. You don鈥檛 want to聽compete on聽price. A聽brand is聽something that you can slap your name on聽it聽and聽actually charge more for聽the聽product. That鈥檚 a聽real brain. If聽you can鈥檛 charge more for聽a聽product because of聽your brand name, you don鈥檛 have a聽brand, you have a聽label.
Richard: Yeah, it鈥檚 so聽interesting, you say that it鈥檚 almost like we鈥檙e thinking about this or聽talked about it聽ahead of聽time. The price game, the聽
John: They know there鈥檚 something deeper. They just feel like there鈥檚 something deeper. 聭What is聽it? You鈥檙e not telling me, John.聮 (laughing) Yeah. I聽just told you, told you: you want to聽build a聽brand聽鈥 do聽what I聽just said. So聽what has to聽be聽more?
Richard: What would you recommend? Let鈥檚 make a聽scenario up. It聽was a聽pretty good tip of聽the聽iceberg there with the聽how to聽fold a聽bandana. Do聽you think you should make these videos about most frequently asked questions or聽what鈥檚 a聽good starting point for聽someone?
John: That is聽the聽starting point. Find 10聽things that are your most frequently asked questions and聽make 10聽videos on聽it. And the聽key is聽you want to聽name the聽video how the聽question is聽asked. Alright, not how you ask the聽question, not how you think a聽question would be聽at, but exactly how your customer keeps asking you to聽question. In聽my聽case, it聽was how to聽fold a聽bandana like Tupac. Guess what my聽video is聽called, 聭How to聽fold a聽bandana like Tupac聮, right? That鈥檚 because that鈥檚 what people are searching for. Especially in聽this new era. See we聽don鈥檛 understand what鈥檚 about to聽happen. What鈥檚 about to聽happen with voice commerce, see, because when you had the聽desktop, it聽was great. You could type in聽something and聽you鈥檒l get a聽hundred different results. But if聽I聽ask for聽toilet paper to聽Alexa or聽to聽Google home, I聽don鈥檛 want a聽hundred results. I聽want one result and聽what that means is聽that the聽ability to聽do聽a聽selection of聽product is聽going away. And it鈥檚 only going to聽be聽the聽one product because nobody wants a聽whole bunch of聽options. They just want what they want. What is聽really going to聽be聽coming so聽important in聽this new voice Commerce era, you鈥檙e going to聽have to聽get the聽people to聽ask for聽your product by聽name. Because selection is聽really going away. It鈥檚 amazing what鈥檚 about to聽happen.
Jesse: Yeah, that鈥檚 it. I聽love that advice there because, of聽course, a聽brand is聽important but how does it聽really relate to聽what鈥檚 going to聽happen in聽the聽next couple years? Voice is聽the聽perfect explanation for聽that, because yeah, I聽get it聽if聽you say 聭I聽want a聽bandana聮, you鈥檙e going to聽get the聽top option from Amazon. If聽you鈥檙e on聽Alexa from Google, it鈥檚 going to聽be聽probably something to聽Walmart or聽Target. But if聽you say 聭I聽want a聽bandana made by聽such and聽such brand.聮 Now they鈥檙e going to聽lead you to聽that particular website. But otherwise, you鈥檙e going to聽be聽buried, number two is聽nowhere. There鈥檚 no聽number two.
John: Realistically, even on聽Google or聽Amazon right now the聽number one result gets more than 60% of聽all the聽buys. Just think about that, the聽number two gets 25%. And all the聽rest of聽them are fighting for聽what is聽that, eight?
Richard: So聽do聽you recommend people start on聽one platform or聽start on聽a聽platform where their customers are or聽how do聽you feel about that?
John: You want to聽start where your customers are. Absolutely, and聽the聽thing is聽and聽where they鈥檙e buying. I聽mean our customers, yes, are on聽Facebook, but are they buying on聽Facebook? Maybe not? Probably not, but maybe they鈥檙e buying on聽Pinterest. I聽don鈥檛 know. So聽should we聽talk about just social platforms right there, right? So聽you want to聽find out where they鈥檙e hanging out in聽social. The other place you want to聽go聽to聽of聽course or聽possibly marketplaces if聽that鈥檚 something you鈥檙e into trying. Then go聽for聽it, be聽on聽Amazon or聽Ebay or聽an聽Etsy. Those places are pretty good for聽getting started, definitely good for聽brand building, right? I聽think if聽you鈥檙e just getting started, what you really want to聽do聽is聽focus in聽on聽one or聽two platforms because multiplication by聽zero will get you zero. So聽many people are like: 聭Look, if聽I聽could just put it聽onto more channels.聮 No, figure out how to聽sell it聽on聽the聽channel you鈥檙e on聽first. Like what did you say,
Jesse: I聽think that鈥檚 great. Of聽course, we鈥檙e in聽the聽business, we聽know all sorts of聽stuff. We聽actually give our customers all sorts of聽advice on聽this podcast. But I聽think the聽better advice is聽yeah, there鈥檚 a聽lot of聽things you can do, but pick one or聽two that you really like, that your customers are really on. If聽you think all your customers are on聽Pinterest because maybe it鈥檚 a聽little crafty or聽it鈥檚 a聽food thing. And you鈥檙e not on聽Pinterest, maybe that鈥檚 the聽one you want to聽focus in聽and聽learn. But if聽you鈥檙e selling to聽younger people, you might have to聽learn Instagram. I聽mean Instagram is聽probably a聽good stock answer.
John: It聽is聽a聽good stock answer for聽younger people. They are like
Jesse: Yeah, the聽
John: I聽know. 聭I鈥檓 quitting Facebook. I鈥檓 going to聽Instagram.聮 That鈥檚 not working.
Jesse: Yeah, you really showed Mark Zuckerberg there. (laughing)
John: There鈥檚 Sally, and聽I鈥檓 gonna date May, even though she鈥檚 Sally. (laughing)
Jesse: Yeah. I聽always get a聽kick out of聽that one too. People are gonna switch to聽another platform. 聭I鈥檓 on聽Facebook, Twitter, now Instagram.聮 So聽they start out, they get any聽brand. We聽get a聽lot of聽beginners that are listening to聽the聽show and聽maybe they haven鈥檛 made that many sales. Maybe they鈥檝e made 50聽sales, a聽hundred sales total and聽so. They might not really know the聽platform where people are hanging out. They popped up聽a聽site, got some sales doing some ads, maybe testing the聽waters with a聽bunch of聽social media. How can they hone in? What鈥檚 the聽hot tip here? We聽can give them to聽pick that platform. I聽mean, I聽know it鈥檚 not easy鈥
John: They want to聽start looking for聽groups. You want to聽start looking for聽groups like on聽Facebook. Even if聽you go聽back to聽the聽old school forums, and聽find out where people are talking about that vertical of聽products you sell. So聽let鈥檚 say, you sell women鈥檚 apparel. I鈥檓 sure there鈥檚 a聽lot of聽places where people talk about women鈥檚 apparel, let鈥檚 say blouses. All right. Well, that鈥檚 fine what they鈥檙e saying about the聽frustration of聽purchasing blouses. And find out what they are talking about, how they鈥檙e talking about it, what they like, what they don鈥檛 like. The first thing you want to聽do聽is聽start listening to聽the聽conversation because there鈥檚 gold in聽listening to聽the聽conversation. Another place that I聽kind of聽like doing some detailed research is聽actually on聽Amazon. So聽if聽you鈥檝e got a聽product that is聽similar to聽the聽Amazon product, you go聽out and聽look and聽see what people are saying in聽the聽comments and聽you don鈥檛 really want鈥 I聽mean the聽good comments are great, everybody鈥檚 loving it. Find out the聽one star, start reading the聽
Jesse: Got it. No, that鈥檚 great advice. I聽think you created this, you had this idea. Maybe you didn鈥檛 think it聽was your best idea but it聽took off like wildfire and聽now just by聽listening to聽other people, listening to聽the聽comments coming in, you鈥檙e able to聽create other content That was a聽few years ago, you were creating YouTube videos at聽that time. Is聽that what you would still do? If聽you鈥檙e in聽that business would be聽doing YouTube videos first or聽would you be聽thinking elsewhere?
John: You know what, I聽probably would not necessarily be聽doing YouTube videos, but if聽I聽found out that yes, this is聽the聽issue and聽it聽needs to聽be聽demonstrated. There鈥檚 nothing better to聽demonstrating something than using a聽YouTube video, right? Okay, or聽a聽Facebook video. And I聽do聽say there鈥檚 a聽difference. It鈥檚 the聽same video, you just upload it聽to聽the聽native platform these days. Create a聽YouTube video and聽then put a聽link on聽to聽something聽鈥 that just doesn鈥檛 work anymore. Those guys are competing with each other for聽traffic and聽they will deprecate how many people see your link based on聽that. So聽yes, I聽think videos fantastic for聽doing what you do. I聽don鈥檛 think I聽even said that those 10聽videos that I聽told you, make ten separate videos, not the聽top ten questions. You make ten separate videos nice and聽short, three to聽five minutes at聽best. You should be聽able to聽explain something. I聽do聽still like video, I聽think videos still on聽the聽rise and聽it鈥檚 growing. Now let鈥檚 say you have some other stuff once you do聽the聽video. What I聽like about videos you can repurpose. I聽can extract the聽audio and聽now I鈥檝e got an聽MP3聽file. I聽can take that MP3聽file upload it聽to聽Rev, and聽that鈥檚 Rev.com. I鈥檓 not doing a聽commercial here, but that鈥檚 where you can take audio and聽it聽turns it聽into text. And now you鈥檝e got a聽blog post that you can put out there. So聽when people do聽the聽search, they鈥檒l see your video. They might see you talking through the聽audio parts and聽now you鈥檝e got an聽actual blog post to聽go聽with it. I聽take that blog post. I聽put it聽on聽my聽site. I聽take that blog post. I聽put it聽on聽Mention. I鈥檝e given all of聽these is聽credible links that go聽back to聽your store. Right. Now when Google looks at聽your store, they鈥檙e seeing you got links coming from all of聽these social channels, which they ranked highly and聽the聽more of聽those you have, the聽greater your chance you have of聽being found.
Jesse: That鈥檚 great.
John: Just it鈥檚 a聽game. It鈥檚 a聽game. You just got to聽play the聽game.
Richard: Yeah, and聽it鈥檚 to聽your point where, yes, you want to聽make 10聽different videos but it鈥檚 more important to聽actually make sure you鈥檙e putting those in聽the聽right places and聽you鈥檙e playing the聽game. Because to聽your point earlier about brand, you鈥檙e seeing even in聽Google search results they鈥檙e heavily favoring brands. Because probably that same reason. Everyone鈥檚 fighting for聽that same customer experience and聽they will no聽matter what platform they鈥檙e on, they鈥檙e trying to聽protect their customers. Some do聽it聽better than others, some don鈥檛 do聽it聽so聽well. But that鈥檚 what they鈥檙e really trying to聽do. They want to鈥hy you say upload it聽natively, they want you to聽stay on聽their playground. If聽you鈥檙e Google, they want you to聽stay on聽their playground. If聽you鈥檙e Facebook, they want to聽stay on聽that playground. So聽you really listen to聽John there, in聽that you want to聽find out first and聽foremost what the聽questions are being asked. Use our mouth and聽our ears in聽proportion to聽what we鈥檝e been blessed with two to聽one at聽least. Mostly I鈥檇 probably say it鈥檚 even a聽little higher than that. But listen and聽then create content the聽way your customers are searching for聽it. Name it聽the聽way they鈥檙e searching for聽it聽and聽then put that in聽the聽places where they鈥檙e at. But it聽all starts with what do聽you stand for, what are you making and聽then finding those groups and聽listening to聽what they鈥檙e saying.
John: I聽love that. I聽love the聽聭what do聽you stand for.聮 People love that store. You got to聽stand for聽something. And that鈥檚 part of聽a聽brand like Patagonia. That鈥檚 part of聽their brand. It鈥檚 what they stand for聽and聽people use that stuff because they are outdoor enthusiast as聽well that loves to聽protect nature. Bam. Now you get it. I聽see these two guys on聽TV聽right now right that are cleaning up聽the聽ocean. You鈥檝e seen this commercial?
Richard: No, not yet.
John: You haven鈥檛 seen this commercial. It聽is聽these two surfer guys that were just in聽Bali and聽stuff was washing up聽on聽the聽beach, just because where Bali is聽located a聽lot of聽plastics were just on聽the聽beach. And they just started a聽charitable organization where they were going to聽just start cleaning up聽the聽beaches literally in聽the聽last I聽think maybe three years. This company has taken off right even though it鈥檚 a聽
Jesse: Yeah, that鈥檚 great. And I聽think something you鈥檝e mentioned several times now is聽video, it鈥檚 kind of聽coming back to聽video here several different places. That is聽the聽new medium.
John: What鈥檚 the聽old saying? 聭A聽picture is聽worth a聽thousand words.聮 A聽thousand. I聽think today it鈥檚 worth ten thousand. Yeah. So聽video鈥檚 not going anywhere. Our kids are not getting smaller people. They鈥檙e not. And our video is聽in聽our hand now. When you鈥檙e seeing people they鈥檙e watching something. The amount of聽time people consume just watching crap is聽amazing to聽me.
Jesse: Yeah. Why not be聽part of聽that crap? (laughing)
John: We聽might be聽part of聽that crap on聽these. But the聽other thing is聽too, I聽can鈥檛 remember, I聽saw a聽study there and聽they say how much time actually gets wasted from watching videos in聽stream. Because if聽you just think about it, you go聽and聽you鈥檙e going through your stream and聽then a聽video starts playing and聽you give it聽30聽seconds. Well, you know you do聽that
Jesse: Yeah, it鈥檚 crazy. I聽was listening to聽a聽podcast on聽the聽way in聽today and聽they were talking specifically about Instagram Stories. Instagram Stories didn鈥檛 even exist two years ago and聽now that鈥檚 the聽dominant way that people are consuming video on聽their phone and聽it鈥檚 just short little videos.
John: Years ago they recall Snapchat.
Jesse: Yeah, then Instagram stole it聽and聽did it. It鈥檚 video and聽it鈥檚 super short and聽people get it. They take it聽by聽just picking up聽their phone and聽pushing that button.
John: So聽it鈥檚 just telling a聽story. 聭This is聽my聽day聮. And I聽mean it鈥檚 so聽simple. And what I聽was reading something where Facebook Stories are taking off to聽Facebook. Given that more footprint in聽your timeline as聽well. So聽these are all things that you could do聽so聽simply. You can tell the聽story of聽how you guys started a聽business. You can show how you do聽your packing and聽shipping. You can talk about how much you love your customers. You can do聽videos on聽all kind of聽stuff. I聽get it, a聽lot of聽people won鈥檛 watch it聽but the聽few that do聽could be聽the聽ones that you sell to.
Jesse: Yeah, that鈥檚 perfect. I聽know we鈥檝e been kind of聽pounding the聽table on聽this one a聽little bit too, so聽I鈥檓 glad that somebody else is聽telling our customers: 聭Yeah, you have to聽make a聽video.聮 Social media is聽not just sending out tweets and聽typing things on聽Facebook. It鈥檚 a聽video, it鈥檚 just video.
John: Yeah. And the聽best videos are not the聽
Jesse:It鈥檚 probably a聽selfie.
Richard: It鈥檚 kind of. I鈥檝e noticed it鈥檚 at聽the聽polar extremes. It鈥檚 either the聽cell phone like to聽your point, or聽it鈥檚 the聽Harmon brothers with Squatty Potty or聽something. To聽your point, because I聽don鈥檛 want to聽derail them, highly produced videos still can really do聽the聽trick. I聽mean they鈥檝e done a聽bunch of聽really good ones as聽you know. I鈥檓 sure you鈥檝e spoken at聽some of聽the聽conferences where they鈥檝e talked about it. But 聭don鈥檛 let that stop you聮 is聽really your point. You don鈥檛 have to聽make it聽highly produced, these people are trying to聽run a聽business. You need to聽think back again if聽we聽kind of聽recap on聽what you鈥檝e said. Listen to聽the聽audience of聽who you鈥檙e trying to聽sell to. They鈥檙e going to聽tell you, what they want and聽then you create content and聽you literally鈥 we鈥檙e seeing videos super important but you also said audio. You also talked about voice and聽you talked about transcribing that into a聽blog post. These are things you can do. One thing and聽get a聽lot of聽use out of聽that one thing. And then you get really good at聽that one place but then you also put it聽in聽other places. So聽what we鈥檙e really trying to聽get across to聽the聽people here that are listening is聽you got to聽start somewhere. And the聽best place to聽start is聽listening to聽what people are asking for. Then give them what a聽concept, give them what they鈥檙e asking for聽and聽they鈥檒l start to聽talk about you. The beauty of聽a聽brand too, that we聽didn鈥檛 really get into but I鈥檓 sure you would attest to, is聽when you get loyal fans you almost don鈥檛 have to聽worry about the聽troll hate chatter on聽social because your customers will jump in聽and聽protect you faster than you can even get on.
John: Absolutely. Because you get brand fans and聽brand fans are your best defenders.
Jesse: Yeah, I聽know. I聽love it聽and聽I鈥檝e seen it. I鈥檝e seen it聽in聽action as聽well. It鈥檚 great because the聽social media, you do聽have to聽be聽on聽it. You can鈥檛 let people fill up聽these feeds with a聽bunch of聽crap. You get off to聽fight it聽but when your customers start fighting back for聽you. Oh聽man, then you鈥檙e starting to聽win. It聽takes a聽while but you鈥檙e starting to聽get there.
John: It聽starts with it. Let鈥檚 just say one thing about the聽Squatty Potty video. I聽get it. But more than anything it聽had a聽story. The video was actually crappy compared to聽a聽real highly polished video. It聽can鈥檛 be. Happiness comes from the聽craziness of聽this video. But it聽had a聽great story. Can you imagine somebody sitting there is聽like 聭Yeah, we鈥檙e gonna lick a聽lollipop or聽a聽cone full of聽unicorn poop. Yeah, that鈥檚 funny as聽hell!聮 But you never know if聽that鈥檚 going to聽play out. You never know. I聽remember Dollar Shave Club, that one to聽me聽was like 聭Oh my聽God, I聽love this video.聮 But I聽don鈥檛 think they could have thought that it聽was going to聽be聽that big. Nobody can really just tell you what a聽customer or聽the聽public is聽going to聽gravitate towards. Because at聽the聽same time Squatty Potty did what it鈥檚 doing. You鈥檝e got the聽kid in聽the聽back seat that鈥檚 just got his teeth pulled and聽he鈥檚 still all loopy and聽that thing has got ten times more than a聽Squatty Potty video. You just never know what鈥檚 going to聽catch on. And I聽don鈥檛 know how many people have tried to聽make this Squatty Potty video. Quite successful, right?
Richard: Yeah. It鈥檚 a聽good point there. It鈥檚 all in聽the聽story. That鈥檚 one. And then two, just back to聽your dollar shave club. Did you see what Dollar Beard Club did with that too? They鈥檙e basically鈥
John: I聽got to聽go聽look now.
Richard: Oh, it鈥檚 hilarious. You鈥檒l love it. They literally basically completely make fun of聽it. Look it聽up. You鈥檙e going to聽love it. But it鈥檚 the聽same thing. 聭And what do聽we聽do,
John: Absolutely.
Jesse: Yeah. I聽think for聽listeners here, hopefully, you guys have picked up聽some of聽those tips. If聽you鈥檙e you listen to聽us聽again and聽take some notes because there is聽a聽blueprint here inside this podcast for聽you to聽test things out and聽start to聽build your own success. John, I聽really appreciate you being on聽the聽show here either. Any last places where we聽can find out more about you?
John: JohnLawson.com, my聽name dot com.
Jesse: Awesome.
Richard: Thanks again, John.