1
00:00:00,240 –> 00:00:03,480
TikTok shop right now is bigger.

2
00:00:03,630 –> 00:00:08,490
The exponential curve that we see right
now is bigger than Amazon or Shopify

3
00:00:08,490 –> 00:00:10,080
was from launch.

4
00:00:22,320 –> 00:00:26,520
Well, hello and welcome to another edition
of the E-Commerce Evolution Podcast.

5
00:00:26,850 –> 00:00:29,670
I’m your host, Brett
Curry, CEO of OMG Commerce,

6
00:00:29,670 –> 00:00:34,110
and today we’ve got a returning guest.
We’ve got a long time friend on the pod,

7
00:00:34,500 –> 00:00:38,520
and we’re talking about one
of the hottest of hot topics

8
00:00:39,330 –> 00:00:42,510
TikTok shops. What do you need to
know? What are some misconceptions?

9
00:00:42,510 –> 00:00:43,980
What’s the growth playbook?

10
00:00:44,550 –> 00:00:48,300
And we’re going to zoom out beyond that
as well and look at social commerce as a

11
00:00:48,300 –> 00:00:52,410
whole. What’s YouTube up to and
what’s going to happen in this space?

12
00:00:52,410 –> 00:00:54,540
And so my guest is Jordan West.

13
00:00:54,540 –> 00:00:57,210
He’s the founder and CEO
of Social Commerce Club.

14
00:00:57,570 –> 00:01:00,720
He’s also the host of a fabulous podcast,

15
00:01:00,780 –> 00:01:05,490
scaling your E-Commerce brand.
And so we’re going to get into it,

16
00:01:05,880 –> 00:01:08,340
but with that, Jordan, welcome to
the show and how’s it going, man?

17
00:01:08,790 –> 00:01:12,870
Brett, so nice to be on here. Last
time you and I met a couple months ago,

18
00:01:12,870 –> 00:01:17,550
you came on my podcast. It was good. It
was actually very, very well received.

19
00:01:17,550 –> 00:01:20,850
I looked at the download numbers and I
was like, oh, people really like brand.

20
00:01:20,850 –> 00:01:24,000
They like YouTube. People like talking
about this kind of stuff. Yeah.

21
00:01:24,670 –> 00:01:25,503
Yeah.

22
00:01:25,830 –> 00:01:27,330
I should put some money behind that one.

23
00:01:27,330 –> 00:01:30,690
So secrets to Scaling your
e-Commerce brand. We’ve been around,

24
00:01:30,690 –> 00:01:32,670
it’s like 650 episodes now.

25
00:01:32,750 –> 00:01:33,583
Whoa.

26
00:01:34,110 –> 00:01:36,540
I’ll tell you, if there’s
one thing that I am good at,

27
00:01:36,570 –> 00:01:40,020
it is finding something and then
just doubling down, doubling down,

28
00:01:40,020 –> 00:01:42,210
doubling down, which is
why TikTok, TikTok Shop,

29
00:01:42,540 –> 00:01:46,170
I am telling you I haven’t been this
excited about something in a long,

30
00:01:46,170 –> 00:01:47,040
long time.

31
00:01:47,940 –> 00:01:51,300
And with good reason,
there’s merit behind it.

32
00:01:51,330 –> 00:01:53,310
We’re going to talk about the data. We’re
going to talk about the case studies.

33
00:01:53,310 –> 00:01:57,600
We’re going to talk about the stories
that’ll motivate you to go hard into

34
00:01:57,600 –> 00:02:00,720
TikTok shops. But first, I
got to hit the pause button.

35
00:02:01,440 –> 00:02:04,750
650 episodes, is that what
you said? 600 episodes?

36
00:02:05,050 –> 00:02:08,070
Yes, yes, yes. Holy, how so?

37
00:02:08,610 –> 00:02:12,420
There’s a couple of things that
I do every single week I take,

38
00:02:12,660 –> 00:02:14,430
and just so you know,
it’s very, very selfish.

39
00:02:14,850 –> 00:02:17,970
I just take all of the different things
that I’m learning in our different

40
00:02:17,970 –> 00:02:22,470
businesses. And all I do is I
consolidate the learning in a podcast.

41
00:02:22,590 –> 00:02:24,600
And in LinkedIn, if you
guys follow me on LinkedIn,

42
00:02:24,630 –> 00:02:27,270
I’ll post multiple times a day
and it’s just selfish, everyone,

43
00:02:27,270 –> 00:02:28,103
just so you know.

44
00:02:28,290 –> 00:02:30,900
I’m just taking what I’m learning
and then putting it out there.

45
00:02:30,930 –> 00:02:34,530
That’s the only reason that I do this.
And then it just happens to help people.

46
00:02:35,250 –> 00:02:39,540
And I kind of forget when I’m on this
side. I forget that there’s, for us,

47
00:02:39,540 –> 00:02:43,260
it’s like we’re in the thousands of
downloads per episode. I’m like, oh yeah,

48
00:02:43,260 –> 00:02:46,140
that’s right. I was at
Shop Talk recently and you,

49
00:02:46,320 –> 00:02:49,350
I’m walking down and people like, Jordan,
I listen to your podcast all the time.

50
00:02:49,350 –> 00:02:52,740
I watch your podcast. I’m like, oh
yeah, I forget. I do it. Honestly,

51
00:02:52,740 –> 00:02:56,910
I just forget that I do it because it’s
just a matter of consolidating all the

52
00:02:56,910 –> 00:02:58,860
learning that I have. That’s why I do it.

53
00:02:59,530 –> 00:03:02,200
Such a great way to look at
it. What do you want to learn?

54
00:03:02,200 –> 00:03:03,370
What do you want to add to your business?

55
00:03:03,370 –> 00:03:05,740
What expert do you need to get
to know? Do a podcast on that.

56
00:03:06,190 –> 00:03:09,340
And now you’re creating media that
your marketplace is going to enjoy.

57
00:03:09,340 –> 00:03:12,700
It’s going to attract people into
your network and your learning,

58
00:03:12,730 –> 00:03:14,890
and you can share the learnings with
your team. And same with LinkedIn.

59
00:03:14,920 –> 00:03:18,070
I love that approach. Super,
super smart. And yeah,

60
00:03:18,100 –> 00:03:20,320
quick funny story that’s related.

61
00:03:20,920 –> 00:03:24,520
So we’re about 300 episodes
in on e-commerce evolution.

62
00:03:24,520 –> 00:03:27,250
I’m not as prolific as Jordan
West. Now you set the bar up here.

63
00:03:27,250 –> 00:03:29,320
I got to see what I can do to up my game.

64
00:03:29,890 –> 00:03:32,170
Maybe there’s been a few
times where this is a grind.

65
00:03:32,290 –> 00:03:36,010
It’s also a grind to do a podcast when
you’re running a company and hiring

66
00:03:36,010 –> 00:03:38,050
people and running marketing
and all this stuff.

67
00:03:38,510 –> 00:03:41,080
And so there’s been one time
in particular where I was like,

68
00:03:41,140 –> 00:03:45,220
I got to quit the podcast. It’s just too
much of a grind, too much of a hassle.

69
00:03:45,520 –> 00:03:49,330
I go to a trade show and three
or four people stop me and say,

70
00:03:49,780 –> 00:03:52,990
I love the podcast, man. Keep up the good
work. It’s so good. And I’m like, oh,

71
00:03:53,020 –> 00:03:57,250
okay. No, this is part of why I do it.
And so I’ve been doing it ever since.

72
00:03:57,250 –> 00:03:58,000
And.

73
00:03:58,000 –> 00:03:59,380
I also have to say,

74
00:03:59,770 –> 00:04:03,190
so last week I had Curtis
Matz on my podcast.

75
00:04:03,460 –> 00:04:07,330
Curtis is the founder and CEO at Portland
Leather Goods big company. Awesome.

76
00:04:07,600 –> 00:04:10,060
I met him in Austin just a
couple weeks ago. Great guy.

77
00:04:10,390 –> 00:04:13,240
Yeah, Curtis is awesome. So I had
him on when they were little too,

78
00:04:14,260 –> 00:04:17,410
and he came back on and they were going
to do two or 300 million this year.

79
00:04:18,280 –> 00:04:19,570
Pretty good company. But.

80
00:04:20,290 –> 00:04:23,920
Think maybe pushing four, I think I heard
pushing four. But either way insane.

81
00:04:24,160 –> 00:04:26,470
To me, once you’re over a
couple hundred million, I mean,

82
00:04:26,470 –> 00:04:27,880
what’s another a hundred?

83
00:04:29,590 –> 00:04:32,020
Here’s the thing that Curtis and I
talked about that I think is really

84
00:04:32,020 –> 00:04:34,360
interesting for everybody
who’s listening to this,

85
00:04:34,360 –> 00:04:35,560
especially if you’re a brand owner.

86
00:04:35,860 –> 00:04:39,850
Curtis has been absolutely grinding at
building a personal brand this year.

87
00:04:40,180 –> 00:04:40,960
And.

88
00:04:40,960 –> 00:04:44,620
I asked him, I said, what’s the number
one reason you do it? And he said people.

89
00:04:45,010 –> 00:04:45,340
He said,

90
00:04:45,340 –> 00:04:49,450
the reason why I’m doing this is for the
people and the kind of people that come

91
00:04:49,450 –> 00:04:52,480
in when I post on LinkedIn and I
say, Hey, I’ve got an open position.

92
00:04:52,930 –> 00:04:56,920
A players that come through are just
phenomenal. And yes, I have to S through,

93
00:04:58,720 –> 00:05:02,170
but those people that are the learners,
that’s who I’m always going for.

94
00:05:02,170 –> 00:05:04,990
I’m like, if you are listening
to all of this new stuff,

95
00:05:05,140 –> 00:05:07,360
you’re probably my kind of people.

96
00:05:07,630 –> 00:05:11,230
Totally. It’s a great call out.
Great call out. Okay, awesome.

97
00:05:11,230 –> 00:05:15,250
So now everyone’s motivated to start
their own podcast or it is a grind,

98
00:05:15,550 –> 00:05:20,290
but we love it and we do endorse it. So
with that, let’s dive into TikTok shops.

99
00:05:20,290 –> 00:05:24,640
And so Jordan Dazzle
us. Wow us, motivate us.

100
00:05:24,640 –> 00:05:27,550
Why should we consider TikTok shops?

101
00:05:27,550 –> 00:05:31,690
What are you seeing with
your agency clients and the
brands you’re investing in?

102
00:05:32,500 –> 00:05:34,150
What’s going on with
TikTok shops right now?

103
00:05:34,390 –> 00:05:36,040
Alright, here’s your soundbite.

104
00:05:36,040 –> 00:05:40,840
Brett TikTok shop right now is bigger.

105
00:05:42,310 –> 00:05:46,840
The exponential curve that we see
right now is bigger than Amazon or

106
00:05:47,350 –> 00:05:52,210
Shopify was from launch. Wow. That
is what TikTok shop is right now.

107
00:05:52,720 –> 00:05:55,810
People will make fun of it on some of
the bigger brands will make fun of it.

108
00:05:56,350 –> 00:05:57,170
So from a.

109
00:05:57,170 –> 00:06:00,050
Wait, unpack that a little bit
or define that a little bit.

110
00:06:00,390 –> 00:06:05,060
So TikTok Shops is bigger
now than Amazon was

111
00:06:05,060 –> 00:06:06,860
after launch, or what do
you mean specifically?

112
00:06:06,860 –> 00:06:07,520
Exactly.

113
00:06:07,520 –> 00:06:12,470
So it is bigger than
Amazon or Shopify was when

114
00:06:12,470 –> 00:06:16,220
they launched, and it’s not even
close the exponential curve.

115
00:06:16,610 –> 00:06:20,330
None of us understand what an
exponential curve looks like.

116
00:06:20,330 –> 00:06:22,700
It’s really difficult for us
to wrap our brains around.

117
00:06:22,700 –> 00:06:26,570
All we know is we see it afterwards
and we know we’re like, oh,

118
00:06:26,570 –> 00:06:28,370
that’s what exponential growth is, right?

119
00:06:28,430 –> 00:06:32,030
AI is one of those things right now that
we’re like, everyone’s like, oh yeah,

120
00:06:32,690 –> 00:06:35,990
I was sitting in my backyard of
a different house that I have,

121
00:06:36,470 –> 00:06:39,530
and I was sitting back there with my
brother-in-law and we have to redo the

122
00:06:39,530 –> 00:06:41,510
roof, right? Oh, great, we have
to redo the roof. I’m like,

123
00:06:41,600 –> 00:06:44,630
I’ll bet you in three years that there’s
going to be a robot that goes and does

124
00:06:44,630 –> 00:06:46,760
that. And he’s like, oh,
no way. No way. I’m like,

125
00:06:46,970 –> 00:06:50,540
then you don’t understand an exponential
curve because if you look today,

126
00:06:50,600 –> 00:06:55,160
oh three PRO is released.
It is scary, intelligent,

127
00:06:55,190 –> 00:06:59,960
what oh three Pro does, and again, we’re
at the bottom of an exponential curve,

128
00:07:00,080 –> 00:07:01,790
the same thing right now with TikTok shop.

129
00:07:01,940 –> 00:07:06,440
So when you see that curve starting to
rise and you understand what that looks

130
00:07:06,440 –> 00:07:09,410
like for people who are not watching it,

131
00:07:09,410 –> 00:07:13,970
is this exponential hockey
when we understand that
we’re at the bottom of it on

132
00:07:13,970 –> 00:07:14,690
TikTok shopping.

133
00:07:14,690 –> 00:07:17,240
Social commerce. So you think we’re
about to hit that inflection point.

134
00:07:17,990 –> 00:07:21,320
Right now? Absolutely. I don’t even think
we’re even close to it on TikTok shop.

135
00:07:21,680 –> 00:07:25,850
I don’t think that people are getting
trained right now how to purchase, right?

136
00:07:25,850 –> 00:07:28,340
They’re getting trained
how to socially purchase.

137
00:07:28,340 –> 00:07:29,810
We’ve done it for a while with Facebook,

138
00:07:30,500 –> 00:07:32,870
but we haven’t really Facebook and sorry,

139
00:07:32,870 –> 00:07:36,680
meta never really cracked
the code on Social.

140
00:07:36,890 –> 00:07:39,830
Promise, right? They tried a
few years ago social shopping,

141
00:07:39,830 –> 00:07:43,970
and I think Zuck was just ahead of his
time a little bit there that it looked

142
00:07:43,970 –> 00:07:46,490
promising, it made sense, it didn’t work.

143
00:07:46,490 –> 00:07:50,360
But TikTok shops has kind cracked the
code. Now, I want to clarify a little bit.

144
00:07:50,360 –> 00:07:53,590
So you think we’re just getting started
with TikTok shops, is that because,

145
00:07:54,230 –> 00:07:55,250
I mean, it’s huge.

146
00:07:55,250 –> 00:08:00,170
So the number of users was hundred 30
million users in the US or whatever the

147
00:08:00,170 –> 00:08:00,860
users are there.

148
00:08:00,860 –> 00:08:04,550
It’s 180 million are on there
for 60 minutes or more a day.

149
00:08:04,970 –> 00:08:06,980
Holy cow. That’s insanity.

150
00:08:08,030 –> 00:08:11,780
So are you saying it’s really just
beginning to explode though TikTok shops

151
00:08:11,780 –> 00:08:15,670
because people are still not
buying mass on TikTok shops.

152
00:08:15,670 –> 00:08:17,540
So of that 180 million,

153
00:08:17,540 –> 00:08:20,300
there’s only a smaller percentage
that are actually buying.

154
00:08:20,300 –> 00:08:21,680
And so there’s all that upside there.

155
00:08:22,010 –> 00:08:24,200
Yes. Because the trust
factor is not there yet.

156
00:08:24,260 –> 00:08:27,380
And also the affiliates
aren’t quite there yet either.

157
00:08:27,380 –> 00:08:31,070
So I will tell you a leading indicator
that tells me that this is the biggest

158
00:08:31,070 –> 00:08:32,330
opportunity ever.

159
00:08:32,660 –> 00:08:36,200
CPMs dropped last year by 26% on TikTok.

160
00:08:36,200 –> 00:08:37,033
No way.

161
00:08:37,580 –> 00:08:39,920
So what does that tell you? To me,

162
00:08:39,920 –> 00:08:42,620
that doesn’t tell me that that’s a
demand issue with advertising because

163
00:08:42,620 –> 00:08:44,330
advertising dollars have only gone up.

164
00:08:44,900 –> 00:08:49,130
What it tells me is that it’s a
supply issue in a good way. Sorry,

165
00:08:49,700 –> 00:08:53,450
that there is more supply
that is driving CPMs down.

166
00:08:54,800 –> 00:08:55,830
What me? Super excited.

167
00:08:55,830 –> 00:08:58,950
I was on a webinar yesterday
with Triple Whale and Fin Loop,

168
00:08:59,340 –> 00:09:01,290
and they were going
over these stats. To me,

169
00:09:01,290 –> 00:09:03,090
I’m just a huge nerd when
it comes to this stuff.

170
00:09:03,090 –> 00:09:04,830
And I was looking at some of
these numbers just being like,

171
00:09:05,580 –> 00:09:09,750
nobody realizes right now
still 70 to 80% of all

172
00:09:10,020 –> 00:09:10,680
spend,

173
00:09:10,680 –> 00:09:15,210
and this is from Triple Whale who has
tons of stats out there out there.

174
00:09:15,210 –> 00:09:17,790
Hopefully you don’t have a triple oil
competitor as a sponsor of this or

175
00:09:17,790 –> 00:09:18,623
anything.

176
00:09:19,680 –> 00:09:22,230
I don’t. No, but I’m friends with a lot
of them and friends with Triple oil.

177
00:09:22,230 –> 00:09:23,063
Love those guys.

178
00:09:23,550 –> 00:09:27,360
Wonderful. So in the stats that they see,

179
00:09:27,360 –> 00:09:30,540
70 to 80% of all ads spend
is happening on meta.

180
00:09:31,410 –> 00:09:32,850
Just think about.

181
00:09:32,850 –> 00:09:37,230
The disruption and their purview is like
D two C brands. So D two C brands, 70,

182
00:09:37,230 –> 00:09:38,550
80% is on meta. Yeah.

183
00:09:38,610 –> 00:09:42,480
Totally. The amount of brands that
have tried TikTok and been like, well,

184
00:09:42,480 –> 00:09:45,300
I’m just not getting the
right attribution, right? Oh,

185
00:09:45,300 –> 00:09:48,810
attribution isn’t working. All of
that is going away. By the way,

186
00:09:49,380 –> 00:09:50,340
in the world of ai,

187
00:09:50,370 –> 00:09:54,090
mms are going to be so cheap and we’re
going to be able to measure all this

188
00:09:54,090 –> 00:09:57,180
stuff. Well, that brands
are going to realize, oh,

189
00:09:57,690 –> 00:10:01,320
there’s all of these 180 million people
that could be discovering my products

190
00:10:01,320 –> 00:10:03,390
over on TikTok that aren’t yet.

191
00:10:05,010 –> 00:10:07,560
Yeah, it totally makes sense.
And it’s one of those things,

192
00:10:08,160 –> 00:10:11,400
and we experienced this a lot
on the YouTube side of things,

193
00:10:11,820 –> 00:10:16,770
where billions of users
long engagement time is 40

194
00:10:16,770 –> 00:10:17,820
some minutes a day.

195
00:10:18,570 –> 00:10:23,100
Average session for YouTube users
are both behind TikTok, it seems.

196
00:10:24,240 –> 00:10:25,710
So there’s a ton of supply there.

197
00:10:25,710 –> 00:10:30,600
There’s really no reason that it shouldn’t
work other than if your approach is

198
00:10:30,600 –> 00:10:33,960
wrong, your creative is wrong or something
like that. Same is true with TikTok.

199
00:10:34,200 –> 00:10:38,130
It has the users, people
are addicted to it.

200
00:10:38,340 –> 00:10:40,620
So if you can get the right
message there in the right way,

201
00:10:40,620 –> 00:10:42,630
there’s zero reason it shouldn’t work.

202
00:10:43,020 –> 00:10:46,350
And so if it hasn’t price some
fundamental reasons for that,

203
00:10:46,350 –> 00:10:49,320
which we can unpack. And so yeah,

204
00:10:49,320 –> 00:10:51,660
so it’s about to hockey stick,

205
00:10:51,660 –> 00:10:54,840
even though it’s been
growing rapidly so far.

206
00:10:56,190 –> 00:10:58,770
But really when you look
at it, you’re like, okay,

207
00:10:58,770 –> 00:11:03,690
so the top brand is doing 15 million
a month, right? That’s not that big.

208
00:11:03,690 –> 00:11:04,930
It’s not that big.

209
00:11:05,520 –> 00:11:08,760
That’s not that big when you
compare it to an Amazon or Shopify.

210
00:11:08,770 –> 00:11:09,960
Brands that’s on Amazon or whatever. Yeah.

211
00:11:11,040 –> 00:11:13,800
It’s not that big. And that’s why
brands are ignoring it. And I’m like,

212
00:11:14,040 –> 00:11:17,640
go ahead and ignore it at your own
peril if you want to ignore it.

213
00:11:17,640 –> 00:11:20,970
And especially big brands, look
at, I’m just going to name them.

214
00:11:20,970 –> 00:11:21,930
Look at Estee Lauder.

215
00:11:22,470 –> 00:11:27,180
They just laid off 6,000 people in q1,

216
00:11:27,540 –> 00:11:31,380
6,000 people. They laid
them off for a reason.

217
00:11:31,410 –> 00:11:34,500
They are having a hard time
penetrating that market.

218
00:11:35,430 –> 00:11:37,350
It is a very difficult
market to penetrate,

219
00:11:37,350 –> 00:11:38,640
and they are having a very difficult time.

220
00:11:38,640 –> 00:11:42,630
They own a ton of different brands
and they laid 6,000 people off.

221
00:11:43,020 –> 00:11:45,450
That is wild. And it continues to happen.

222
00:11:45,870 –> 00:11:49,560
It’s continuing to happen in the space
for brands that are not changing.

223
00:11:49,560 –> 00:11:52,620
P and g just happened to them too, and I
think it was around 6,000 as well. Now,

224
00:11:52,620 –> 00:11:54,520
AI I think is part of that, right?

225
00:11:54,730 –> 00:11:59,350
AI’s part of that, But I do think that
these old dinosaurs are having a very

226
00:11:59,350 –> 00:12:02,650
difficult time moving over and
thinking about social commerce.

227
00:12:03,010 –> 00:12:03,843
I’ll tell you why, Brett,

228
00:12:04,360 –> 00:12:08,920
the reason why they’re having such a hard
time with this is that they don’t get

229
00:12:08,920 –> 00:12:12,040
to say yes or no to the
content that comes out.

230
00:12:12,430 –> 00:12:16,450
I sat in a boardroom recently, TikTok
shop headquarters are in Seattle.

231
00:12:16,480 –> 00:12:20,920
I live just as Vancouver. And I went
down there and I went down for a coffee,

232
00:12:20,920 –> 00:12:23,530
by the way. That’s what I was
told, that it was a coffee.

233
00:12:23,830 –> 00:12:26,560
I get in and there’s a
boardroom of 30 or 35 people.

234
00:12:27,220 –> 00:12:28,360
I thought you went over to seven.

235
00:12:28,360 –> 00:12:29,800
Coffee. There’s your coffee. Sit.

236
00:12:29,800 –> 00:12:31,060
Down, we got questions for you. Yeah.

237
00:12:31,600 –> 00:12:35,710
Look, I didn’t have a presentation
or anything. I was just like, okay,

238
00:12:35,710 –> 00:12:38,920
so we’re just going to do q and a or
what’s it going to look like? Don’t worry,

239
00:12:38,920 –> 00:12:41,320
I’m really good on the
spot. So it was good.

240
00:12:41,320 –> 00:12:43,960
But I was with the
global key accounts team.

241
00:12:43,960 –> 00:12:46,570
So this is brands that
do 4 billion in a bus

242
00:12:48,490 –> 00:12:51,250
and they have to be across. They
can’t just do 4 billion in the states.

243
00:12:51,250 –> 00:12:55,720
It has to be in multiple markets,
right? Really big high-end team.

244
00:12:55,720 –> 00:12:58,360
And they said, what do
you do when a brand,

245
00:12:58,360 –> 00:13:01,510
one of the biggest pushbacks that we
get from the global key accounts team,

246
00:13:01,630 –> 00:13:03,700
from the, sorry, global
Key accounts. Brands,

247
00:13:04,000 –> 00:13:08,530
is that they want to say yes or
no to content. I’m like, okay.

248
00:13:08,530 –> 00:13:12,290
So the salesperson to me says, yes,
absolutely you can, but you can’t.

249
00:13:12,290 –> 00:13:13,720
You can’t. You can’t. I’m sorry.

250
00:13:13,720 –> 00:13:18,370
You just have to say yes to
all of it or no to all of it.

251
00:13:18,370 –> 00:13:22,000
And that’s why they’re losing. That’s
why the big brands are losing. Yeah.

252
00:13:22,060 –> 00:13:22,893
I mean, think about it this way.

253
00:13:23,440 –> 00:13:26,290
Are you going to say you want
to say yes or no to Amazon?

254
00:13:26,290 –> 00:13:29,950
Product reviews pretty limited there.
If it’s fraudulent or whatever,

255
00:13:30,280 –> 00:13:32,470
illegal or malicious, you can get
that removed. But other than that,

256
00:13:32,710 –> 00:13:36,040
those reviews are going to be
there. So that’s the way it works.

257
00:13:36,040 –> 00:13:38,830
And shoppers want those reviews and they
trust those reviews and they look at

258
00:13:38,830 –> 00:13:41,530
those reviews. And the
same is true on TikTok.

259
00:13:41,710 –> 00:13:43,270
People go there for
product recommendations.

260
00:13:43,510 –> 00:13:45,460
I was talking to my 17-year-old
daughter just the other day,

261
00:13:45,460 –> 00:13:49,000
and I was trying to convince her to
use TikTok less just for her own mental

262
00:13:49,000 –> 00:13:52,360
health. She’s very healthy, she’s an
amazing student, all these things.

263
00:13:52,360 –> 00:13:54,970
But I’m like, Hey, spend less
time there. And she’s like, well,

264
00:13:54,970 –> 00:13:58,720
but I search for stuff there and
that’s where I even crazy details,

265
00:13:58,720 –> 00:14:03,610
crazy stuff I want to find. I search
on TikTok. I’m like, okay, makes sense.

266
00:14:03,610 –> 00:14:06,010
And so that’s where people
want to consume content.

267
00:14:06,340 –> 00:14:09,550
That’s where they want to get product
recommendations. So you can avoid it,

268
00:14:09,730 –> 00:14:11,740
but you’re avoiding it
at your own app peril.

269
00:14:12,550 –> 00:14:16,150
So this is really interesting. Let’s go
into social search here for a second.

270
00:14:16,240 –> 00:14:18,520
This is really interesting. All of

271
00:14:20,200 –> 00:14:23,200
the stuff out there right now
is AI search is going to eat,

272
00:14:23,200 –> 00:14:26,920
Google AI search is going to eat
Google. It’s like, yeah, probably.

273
00:14:27,100 –> 00:14:29,110
I’d search for so many
things using CHA bt.

274
00:14:29,890 –> 00:14:30,723
But.

275
00:14:31,060 –> 00:14:32,980
For the upcoming generation,

276
00:14:33,430 –> 00:14:38,110
social search will crush Google. It
will absolutely crush Google. I mean,

277
00:14:38,350 –> 00:14:42,660
you see it on YouTube and I consider
that social search. Social search.

278
00:14:43,570 –> 00:14:46,120
I think that’s one of the
places that’s where I put money.

279
00:14:46,270 –> 00:14:51,010
I put money on my podcast on YouTube just
because it’s a great place for people

280
00:14:51,020 –> 00:14:52,400
to discover the podcast.

281
00:14:53,750 –> 00:14:56,840
And we get tons of subscribers just from
putting a little bit of money behind it

282
00:14:56,840 –> 00:15:00,380
because that’s where they’re right.
I’m talking about D two C here,

283
00:15:00,380 –> 00:15:04,700
but the same rules apply
and social search is

284
00:15:04,700 –> 00:15:09,590
massive. So a brand that we work with,
we started working with them last August.

285
00:15:10,640 –> 00:15:11,450
In August,

286
00:15:11,450 –> 00:15:15,740
we ran a study on TikTok because
they’re a global key account brand.

287
00:15:16,160 –> 00:15:20,330
And we ran a study to see how
many searches they had on TikTok.

288
00:15:20,840 –> 00:15:23,240
The answer was zero. They didn’t show up,

289
00:15:23,240 –> 00:15:26,360
nobody was searching for them
on social search on TikTok.

290
00:15:26,900 –> 00:15:31,850
We ran that same study after bringing
them to over 2 million a month on

291
00:15:32,120 –> 00:15:36,230
TikTok, and they had 880,000
searches in the previous two weeks.

292
00:15:36,230 –> 00:15:40,590
We ran this in December. Whoa. It’s
crazy. Crazy. Think about that.

293
00:15:40,760 –> 00:15:45,680
Think about all of, and then the
halo to everywhere from that,

294
00:15:46,400 –> 00:15:51,170
it is the discovery engine. It’s also,
I think about these big brands, p and g,

295
00:15:51,170 –> 00:15:52,580
Estee Lauder, all these big brands.

296
00:15:53,210 –> 00:15:57,620
Do you know how much money they spend
on product research and marketing

297
00:15:57,620 –> 00:16:00,230
research? It’s crazy.

298
00:16:00,620 –> 00:16:02,030
It’s a pretty meaningful line item.

299
00:16:02,030 –> 00:16:04,040
So we’re talking about tens of
millions of dollars a year. Yeah.

300
00:16:04,400 –> 00:16:05,233
Totally.

301
00:16:05,480 –> 00:16:10,160
And my bet is that a lot
of that is going to go

302
00:16:10,160 –> 00:16:15,110
away with social commerce because
you put the products out there.

303
00:16:15,230 –> 00:16:16,790
Now people, what they have to do,

304
00:16:16,790 –> 00:16:20,150
the reason why I love TikTok shop so
much is I own brands over the years.

305
00:16:20,360 –> 00:16:24,050
That’s the thing that we did. I
ran brands. I love building brands.

306
00:16:24,710 –> 00:16:26,960
One of the things I hated
was working with influencers.

307
00:16:27,140 –> 00:16:28,880
I despise working with influencers.

308
00:16:28,880 –> 00:16:31,460
The reason is because you never
know what you’re going to get.

309
00:16:31,460 –> 00:16:33,870
You can pay a thousand dollars
for a post and be like, oh,

310
00:16:33,870 –> 00:16:37,250
is this going to be good? At
least I like the CPM model.

311
00:16:37,250 –> 00:16:39,920
I think that there’s a really
interesting CCP M model like, well,

312
00:16:39,920 –> 00:16:42,890
because then you’re paying for reach. So
if the video works, I’m paying for it,

313
00:16:42,890 –> 00:16:43,640
no problem. Totally.

314
00:16:43,640 –> 00:16:46,670
But I’m not just randomly paying
for something to go out there.

315
00:16:46,970 –> 00:16:50,510
That’s the scary sort of part
of working with influencers.

316
00:16:50,510 –> 00:16:54,470
So when TikTok shop came, I
understood it immediately. I was like,

317
00:16:54,650 –> 00:16:56,870
this is the first time that
we’ve aligned incentives.

318
00:16:56,870 –> 00:17:01,310
And how many salespeople do you
hire? You’re always aligning comp,

319
00:17:01,790 –> 00:17:05,780
the incentives with what you want to
get out of them. That is always what you

320
00:17:05,780 –> 00:17:09,200
do. And it’s the same thing
with influencers. You want
to get sales out your.

321
00:17:09,200 –> 00:17:11,480
Influencers, show me the incentive,
I’ll show you the result.

322
00:17:11,480 –> 00:17:13,070
And it’s very true here as well.

323
00:17:13,490 –> 00:17:18,410
And so all of these creators on TikTok
shop are only incentivized to make

324
00:17:18,410 –> 00:17:22,640
money. Rarely are you paying out
big commissions, right? Sorry,

325
00:17:22,880 –> 00:17:25,340
big retainers. Very, very rarely.

326
00:17:25,820 –> 00:17:28,010
And so let’s think about this.

327
00:17:30,880 –> 00:17:34,130
You are completely incentivized. They
are just trying to sell your product.

328
00:17:34,130 –> 00:17:36,440
And so what they’re going to do is
they’re going to get really creative and

329
00:17:36,440 –> 00:17:38,810
they’re going to think about the different
ways to sell your product and what

330
00:17:38,810 –> 00:17:41,600
exactly is unique about
the product to sell.

331
00:17:41,600 –> 00:17:44,930
And so now you get all of this
market research, you’re like, oh,

332
00:17:45,350 –> 00:17:48,950
it was when they said, use
the eyeshadow under your eyes.

333
00:17:48,960 –> 00:17:51,540
And that’s a cool use case.
I dunno. I dunno makeup.

334
00:17:53,100 –> 00:17:56,400
But what I’m telling you is there’s
all of these different ways with a shoe

335
00:17:56,400 –> 00:17:59,760
brand that we work with. They
came up with catch phrases, Brett,

336
00:18:00,210 –> 00:18:02,940
there’s catchphrases
that the brand now uses.

337
00:18:03,120 –> 00:18:07,860
There was a product for with a shoe
brand that we work with, a very big,

338
00:18:07,860 –> 00:18:11,460
well-known shoe brand. It was a dog,
the product, nobody was buying it,

339
00:18:11,730 –> 00:18:12,563
absolutely no one.

340
00:18:13,470 –> 00:18:17,940
And then the crazy thing is that they

341
00:18:20,290 –> 00:18:25,050
from this product ended up
going absolutely viral on TikTok

342
00:18:26,070 –> 00:18:27,210
selling out completely.

343
00:18:27,720 –> 00:18:32,580
Now Sydney Sweeney is representing
that product and it’s now one of their

344
00:18:32,580 –> 00:18:37,200
core products, the ultimate influencer
of our day right now. What is.

345
00:18:37,200 –> 00:18:38,430
This product? Can you
mention this product?

346
00:18:39,480 –> 00:18:41,610
It’s shoes. I don’t dunno if
I can mention the brand, but.

347
00:18:43,140 –> 00:18:46,050
You can probably search on TikTok for
Sydney Sweeney and Shoes and you’ll see

348
00:18:46,050 –> 00:18:47,220
it. So there you go. Yeah, so check it.

349
00:18:47,220 –> 00:18:51,090
Out and you’ll be like, Sydney
Sweeney represented this shoe brand.

350
00:18:52,080 –> 00:18:55,590
It was incredible. Such
a great play. But guys,

351
00:18:55,740 –> 00:18:59,340
these shoes were sitting
doing nothing. They were dogs,

352
00:19:00,330 –> 00:19:05,100
absolutely. But this person came up
with a really unique hook for this shoe,

353
00:19:05,610 –> 00:19:08,460
and it just ended up going
absolutely viral. And again,

354
00:19:08,460 –> 00:19:10,050
then they got Sidney Sweeney on. Wow.

355
00:19:10,450 –> 00:19:10,950
Crazy, crazy.

356
00:19:10,950 –> 00:19:12,300
This would’ve never happened.

357
00:19:12,300 –> 00:19:15,480
They never in their wildest dreams
would’ve been able to do that through some

358
00:19:15,480 –> 00:19:16,260
kind of focus group,

359
00:19:16,260 –> 00:19:19,920
which is why I’m obsessed with talking
to the big brands and all the time,

360
00:19:21,090 –> 00:19:23,700
I cannot wait to tell people about some
of these huge brands that we’re working

361
00:19:23,700 –> 00:19:27,450
with because it’s really, really
fun. And you’ll be like, oh,

362
00:19:27,990 –> 00:19:32,430
this old chap is coming into
the social commerce space.

363
00:19:32,730 –> 00:19:33,430
Interesting.

364
00:19:33,430 –> 00:19:37,600
Yeah, yeah, I love it. But talk about
real time feedback, unvarnished truth.

365
00:19:38,100 –> 00:19:42,000
This is people taking action and voting
with their attention span and with their

366
00:19:42,000 –> 00:19:44,670
wallet on what they want to pay
attention to, what they care about.

367
00:19:45,060 –> 00:19:49,770
Focus groups are nice but misleading
and kind of old and old approach,

368
00:19:49,950 –> 00:19:53,700
so get real time feedback. You
can get that on TikTok for sure.

369
00:19:53,820 –> 00:19:57,360
So I love that. What
are some misconceptions,

370
00:19:57,360 –> 00:20:00,300
because I talk at a lot
of events as to you,

371
00:20:00,300 –> 00:20:04,290
I’m usually talking about YouTube or
Amazon, but TikTok comes up a lot.

372
00:20:04,440 –> 00:20:09,030
I hear all kinds of wild things sitting
over a lunch or dinner table or talking

373
00:20:09,030 –> 00:20:09,900
in hallways and stuff,

374
00:20:10,260 –> 00:20:14,730
but what are some misconceptions
about TikTok shops that we need to

375
00:20:14,730 –> 00:20:15,930
bust and clarify?

376
00:20:16,650 –> 00:20:21,210
The misconception is that any old
Amazon brand can come over and sell on

377
00:20:21,310 –> 00:20:22,143
TikTok.

378
00:20:23,010 –> 00:20:27,090
The biggest misconception that I see
with all brands is that they think it’s a

379
00:20:27,090 –> 00:20:30,150
demand capture channel.
It’s a demand gen channel.

380
00:20:30,150 –> 00:20:35,040
This is why so many agencies
don’t understand it because
they come from Amazon

381
00:20:35,040 –> 00:20:36,840
world. You and I have talked about this.

382
00:20:36,840 –> 00:20:40,680
A lot of them have been trying to acquire
us because they don’t understand how

383
00:20:40,680 –> 00:20:41,610
to demand gen.

384
00:20:41,970 –> 00:20:42,803
Right?

385
00:20:42,930 –> 00:20:45,990
When you come from direct to consumer,
and I have to say when for me,

386
00:20:45,990 –> 00:20:48,850
coming from direct to
consumer in apparel is,

387
00:20:49,180 –> 00:20:54,160
and not cheap apparel is
the most difficult thing
you can possibly do, right?

388
00:20:55,210 –> 00:20:58,300
Totally agree. Coming from there and
trying to sell on TikTok shop is like,

389
00:20:58,510 –> 00:21:00,190
awesome. This is so easy. So.

390
00:21:00,190 –> 00:21:00,880
Easy.

391
00:21:00,880 –> 00:21:03,220
Yeah, you’re just generating demand.

392
00:21:03,760 –> 00:21:04,120
But.

393
00:21:04,120 –> 00:21:07,990
I think that one of the
biggest misconceptions is
that it’s just easy and that

394
00:21:07,990 –> 00:21:11,710
it’s just going to work. It’s like, no,
it takes a long time. We tell people,

395
00:21:11,710 –> 00:21:15,340
when people come to us, we’re like,
are you willing to light 50 K on fire?

396
00:21:15,670 –> 00:21:17,860
It might not.
Are you willing to?

397
00:21:17,920 –> 00:21:19,450
Now one of your competitors
has done pretty well,

398
00:21:19,450 –> 00:21:23,770
but you need to be willing to light
$50,000 on fire or we can’t talk because

399
00:21:24,220 –> 00:21:25,540
this is one of those channels.

400
00:21:25,810 –> 00:21:29,800
I recently was with the top TikTok
shop agencies, the other ones,

401
00:21:30,130 –> 00:21:32,080
there was four of us in a room and
we were talking and we’re like,

402
00:21:32,080 –> 00:21:36,700
so how are things going? They’re
like, well, things are really,

403
00:21:36,700 –> 00:21:39,340
really good. And I’m like, well,
how good. They’re like, well,

404
00:21:39,340 –> 00:21:44,050
I would say we’re about as good as the
average all star baseball players batting

405
00:21:44,050 –> 00:21:46,960
average. Awesome. So about 400.

406
00:21:47,410 –> 00:21:51,880
So yeah, yeah, three, maybe 400. Yeah,
400 is like Ted Williams type stuff.

407
00:21:52,510 –> 00:21:52,660
So.

408
00:21:52,660 –> 00:21:56,530
Just remember that this is a brand
new channel that we just don’t

409
00:21:57,400 –> 00:22:00,670
know. Now what you get out of
this channel is phenomenal.

410
00:22:00,670 –> 00:22:04,330
I just got off of a workshop that I was
presenting on and I was talking about

411
00:22:04,330 –> 00:22:04,750
this,

412
00:22:04,750 –> 00:22:08,530
and I think that this might be the biggest
takeaway that people get from this,

413
00:22:08,530 –> 00:22:11,110
Brett, is that that content,

414
00:22:11,260 –> 00:22:14,710
even if you light $50,000 on
fire, let’s just say, right?

415
00:22:14,710 –> 00:22:16,270
I’m being hyperbolic here,

416
00:22:16,270 –> 00:22:20,530
but let’s just say that you light
$50,000 on fire and you get back

417
00:22:20,590 –> 00:22:22,930
$20,000 in sales or something like that.

418
00:22:23,530 –> 00:22:28,330
You still have all of this market research
and all of this content now that you

419
00:22:28,330 –> 00:22:32,680
can repurpose across other channels.
YouTube being one of the main ones.

420
00:22:33,310 –> 00:22:35,020
How much inventory is now on shorts?

421
00:22:35,830 –> 00:22:38,950
Think about all of this
incredible content.

422
00:22:38,950 –> 00:22:42,190
I think of TikTok Shop as the content.

423
00:22:42,220 –> 00:22:45,820
TikTok shop content particularly is
the content that moves across channels.

424
00:22:46,090 –> 00:22:50,020
TikTok is a Rubicon, so a Rubicon
being a door that you can enter,

425
00:22:50,200 –> 00:22:53,140
but you cannot leave. It’s a one way door.

426
00:22:53,710 –> 00:22:58,450
TikTok content is a Rubicon. It can
travel wherever you wanted to travel.

427
00:22:58,570 –> 00:22:59,590
You want to travel to Meta?

428
00:22:59,620 –> 00:23:00,010
Yeah.

429
00:23:00,010 –> 00:23:01,450
Awesome. We’re obsessed right now.

430
00:23:01,450 –> 00:23:04,420
So one of the things I didn’t tell
you before at Social Commerce Club,

431
00:23:04,420 –> 00:23:05,830
which is the agency that I run,

432
00:23:06,910 –> 00:23:10,420
unless they’re a huge brand that’s working
with a performance agency that they

433
00:23:10,420 –> 00:23:11,620
just can’t get out of the contract,

434
00:23:11,620 –> 00:23:15,370
we’re actually not taking on anyone that
doesn’t work with us across channels.

435
00:23:15,880 –> 00:23:16,660
Wow. Yeah, I.

436
00:23:16,660 –> 00:23:16,990
Know.

437
00:23:16,990 –> 00:23:18,430
Crazy because that’s smart. I mean,

438
00:23:18,430 –> 00:23:21,970
you’ve got the greatest opportunity to
influence real growth if you do it that

439
00:23:21,970 –> 00:23:22,450
way.

440
00:23:22,450 –> 00:23:22,990
Totally.

441
00:23:22,990 –> 00:23:26,650
And all of the brands that are working
with us are crushing where they’re seeing

442
00:23:26,800 –> 00:23:28,960
all of their channels up here.

443
00:23:28,960 –> 00:23:31,660
And you and I know this consolidation
play in the agency world.

444
00:23:31,810 –> 00:23:36,460
The reason why we’re doing it is so that
we can actually help brands with their

445
00:23:36,460 –> 00:23:41,350
entire business. This is the reason why
you and me and people like us are doing

446
00:23:41,350 –> 00:23:45,980
this sort of thing because it’s
so important for all of the areas.

447
00:23:46,160 –> 00:23:49,250
And so I picture these
creators. First of all,

448
00:23:50,450 –> 00:23:51,890
a year from now or two years from now,

449
00:23:52,010 –> 00:23:54,980
every single brand is going to have a
creator community. And if they don’t,

450
00:23:55,340 –> 00:23:56,270
they’re not going to be around.

451
00:23:57,020 –> 00:23:59,750
They’re going to have a creator community
and they’re going to be leveraging

452
00:23:59,750 –> 00:24:01,850
that creator community. I
tweeted about this yesterday.

453
00:24:02,570 –> 00:24:05,240
I had a UGC creator quote me,

454
00:24:05,240 –> 00:24:10,130
$450 for one post and
$50 a hook. I’m like,

455
00:24:11,240 –> 00:24:14,480
no. In the world of TikTok,
that will not happen.

456
00:24:14,660 –> 00:24:16,400
It just will not happen
because TikTok shop,

457
00:24:16,400 –> 00:24:19,520
they’re just going to do it for free
and they’re going to probably make five

458
00:24:19,520 –> 00:24:20,990
videos. We try it. Social commerce club.

459
00:24:20,990 –> 00:24:25,670
We try and get five videos out of every
single TikTok shop creator. Interesting.

460
00:24:25,880 –> 00:24:28,220
Sorry. Out of every sample we
send out, that is our goal.

461
00:24:28,610 –> 00:24:32,030
That is one of the big
metrics we do that we.

462
00:24:32,030 –> 00:24:35,330
Run every week. Why is
that? So why five pieces,

463
00:24:35,330 –> 00:24:38,480
and then what are you doing to
ensure that? I love this angle. Okay.

464
00:24:39,410 –> 00:24:41,720
So let me walk you through the numbers.

465
00:24:41,780 –> 00:24:46,310
So we know that we must live
in some sort of mathematical,

466
00:24:47,060 –> 00:24:49,370
whatever this world is that we live in,

467
00:24:49,370 –> 00:24:51,530
but there’s weird things
that happen with numbers,

468
00:24:51,530 –> 00:24:53,210
and the Pareto principle
is just one of them.

469
00:24:53,870 –> 00:24:58,190
We know that 80 20 works all the
time. You can just look at an end.

470
00:24:58,190 –> 00:25:02,480
You can continue to go down on
80 20. So the more videos we get,

471
00:25:02,480 –> 00:25:07,190
so let’s say that we seed
to 200 influencers and we
get five videos from each of

472
00:25:07,190 –> 00:25:09,800
them. We’re getting a
thousand work at that point.

473
00:25:11,300 –> 00:25:14,900
We’re getting a thousand
videos from them from there,

474
00:25:15,290 –> 00:25:18,410
200 of those videos are
going to be pretty good.

475
00:25:20,720 –> 00:25:24,830
So 200 of those videos are going to be
good. Now take the 80 20 of those 200.

476
00:25:25,280 –> 00:25:28,580
So now we’re looking at 40 videos
of those will probably go viral.

477
00:25:28,790 –> 00:25:32,240
The more videos we get, the
more chance we have to go viral.

478
00:25:32,300 –> 00:25:33,620
That’s just how it works.

479
00:25:33,890 –> 00:25:34,070
Makes.

480
00:25:34,070 –> 00:25:36,560
Sense. It’s just the
numbers of what works and.

481
00:25:36,650 –> 00:25:40,850
Why the PA principle works. The 20 rule
is so one out of five might work at all.

482
00:25:40,850 –> 00:25:42,590
So if a creator only creates four,

483
00:25:43,190 –> 00:25:45,260
they might not have gotten to
the one that actually works yet.

484
00:25:45,260 –> 00:25:48,410
And so those all four
are a bust at that point.

485
00:25:48,950 –> 00:25:51,500
So the numbers are really
important. Putting in the numbers,

486
00:25:51,500 –> 00:25:55,550
the 650 podcast episodes, this is where
this comes in handy, right? You’re like,

487
00:25:56,210 –> 00:25:57,650
I’m just going to put in the reps.

488
00:25:58,100 –> 00:26:00,500
Most brands will send out a
hundred samples and be like,

489
00:26:00,500 –> 00:26:04,700
TikTok shop doesn’t work.
I’m like, you’re right.

490
00:26:05,030 –> 00:26:08,150
You’re right with that attitude.
You’re absolutely right.

491
00:26:09,410 –> 00:26:10,280
That’s where I get fatherly.

492
00:26:11,150 –> 00:26:15,170
Yeah, exactly. Not with
that attitude. It won’t.

493
00:26:15,890 –> 00:26:19,340
Yeah. So that’s amazing. Let’s
talk about this for a second then.

494
00:26:19,490 –> 00:26:23,120
I want to get into some X factors in a
minute of what really moves the needle in

495
00:26:23,120 –> 00:26:25,250
results. I’m sure it’s a
numbers game, of course,

496
00:26:25,760 –> 00:26:29,600
but what product categories,
what product offers,

497
00:26:30,140 –> 00:26:35,030
what tends to work well on TikTok
and what tends not to work as well

498
00:26:35,420 –> 00:26:36,740
on TikTok? What’s your experience there?

499
00:26:37,220 –> 00:26:40,460
So in general, now there
are exceptions to this rule.

500
00:26:40,460 –> 00:26:45,360
High A OV does not work high,
high A OV does not work. Now,

501
00:26:45,390 –> 00:26:47,520
mind you, I cannot tell
you which brand this is,

502
00:26:47,520 –> 00:26:52,110
but we are working with one of the high
A OV electronics brand that I think is

503
00:26:52,110 –> 00:26:56,880
going to crush their A OV is
going to be around 400 bucks,

504
00:26:57,360 –> 00:27:00,300
but really fun product that you
want to buy on TikTok shop. Now,

505
00:27:00,300 –> 00:27:02,070
I’ve seen Dyson. I wish
that we worked at Dyson.

506
00:27:02,370 –> 00:27:06,330
It’d be a sweet logo and just very
fun to work with because I love their

507
00:27:06,330 –> 00:27:08,940
products. I’ve seen Dyson
starting to crush on TikTok shop.

508
00:27:09,660 –> 00:27:11,010
Think about how Spencer
Dyson are. So there.

509
00:27:11,010 –> 00:27:11,910
Are exceptions to every rule.

510
00:27:12,390 –> 00:27:13,260
Exceptions to every rule.

511
00:27:13,260 –> 00:27:15,420
Couch, oovs, like AOV is over a hundred,

512
00:27:15,420 –> 00:27:17,340
or what are you considering high OV here?

513
00:27:17,730 –> 00:27:21,630
I would say anything over 200, I
wouldn’t touch Ninja’s. Done really well.

514
00:27:23,220 –> 00:27:25,140
So Ninja has sold their creamy,

515
00:27:25,140 –> 00:27:29,040
which is round the $200 mark and
done a really, really good job.

516
00:27:29,220 –> 00:27:31,770
Bunch of the influencers at
Social Commerce Club, sorry,

517
00:27:31,770 –> 00:27:34,890
creators at Social Commerce Club work
for Ninja as well, and have done really,

518
00:27:34,890 –> 00:27:39,480
really well. So they’re in this
multimillions of dollars a month in sales,

519
00:27:39,780 –> 00:27:44,640
so it can work, but I wouldn’t go
there first if I was a big Got it.

520
00:27:45,210 –> 00:27:46,043
Totally makes sense.

521
00:27:46,530 –> 00:27:49,320
Yeah. I would work with TikTok,
shop creators to create content.

522
00:27:49,320 –> 00:27:51,510
So we do that at Social
Commerce Club and be like, Hey,

523
00:27:51,780 –> 00:27:54,870
let’s not go all in because we have
to send these massive samples too.

524
00:27:57,540 –> 00:28:00,690
Really big backpack company came to
us recently wanting to work with us,

525
00:28:00,690 –> 00:28:04,680
and their cost of goods is like a hundred
bucks per backpack. And I was like,

526
00:28:04,680 –> 00:28:04,980
eh.

527
00:28:04,980 –> 00:28:05,813
Tough man.

528
00:28:06,180 –> 00:28:08,910
I don’t want to send that many out
because your post rate is only going to be

529
00:28:08,910 –> 00:28:11,820
about 80%. So 20% of those
aren’t even going to post.

530
00:28:12,240 –> 00:28:16,320
So that just happens. That’s just
part of TikTok shop, unfortunately.

531
00:28:16,350 –> 00:28:20,190
Yep. Yep. Great. So hi ov, avoid that.

532
00:28:20,520 –> 00:28:24,330
Any particular categories
or impulse purchases,

533
00:28:24,330 –> 00:28:25,800
which that’s lower A
OV and stuff like that,

534
00:28:25,800 –> 00:28:29,010
but what categories work versus
don’t work, generally speaking?

535
00:28:29,490 –> 00:28:33,720
So supplements is an interesting
one. If you are a supplement brand,

536
00:28:35,100 –> 00:28:37,110
you’re going to have a hard
time working with an agency,

537
00:28:37,710 –> 00:28:42,300
because I actually saw recently
on the TikTok shop chat,

538
00:28:43,680 –> 00:28:46,530
somebody’s like, Hey, I’ve
got 20 supplement brands.

539
00:28:46,620 –> 00:28:48,720
Don’t want to work with them
anymore. Anybody want them?

540
00:28:48,720 –> 00:28:50,400
Because it’s just a grind.

541
00:28:50,880 –> 00:28:54,450
It is a grind because let’s be honest,

542
00:28:55,050 –> 00:28:57,690
90% of supplements are bs. Right?

543
00:28:58,350 –> 00:28:58,770
Right. That’s.

544
00:28:58,770 –> 00:29:00,270
True. And so you’re.

545
00:29:00,270 –> 00:29:04,110
Trying to, I take a lot of supplements,
but most of them are garbage. Yeah.

546
00:29:04,620 –> 00:29:04,920
Totally.

547
00:29:04,920 –> 00:29:07,890
And so you have to wade through and
figure out what is a good supplement?

548
00:29:08,160 –> 00:29:10,170
What do I actually want to stand behind?

549
00:29:10,170 –> 00:29:13,140
And creators are kind of getting sick
of working with supplements. Now,

550
00:29:13,140 –> 00:29:15,930
another reason why supplements are
so tough is because there’s so many

551
00:29:15,930 –> 00:29:19,050
guidelines that will get your account
shut down if you’re a creator and you talk

552
00:29:19,050 –> 00:29:21,780
about the supplement. So they’re
just like, I don’t want to touch it.

553
00:29:22,110 –> 00:29:24,870
That’s why it’s getting difficult
to sell supplements there. Now,

554
00:29:24,870 –> 00:29:28,260
can you Absolutely. Some of the biggest
brands out there are supplement brands.

555
00:29:28,500 –> 00:29:32,460
Goalie is still one of the top ones,
right? They’ve done an awesome job,

556
00:29:32,790 –> 00:29:35,730
but also they sell great stuff, goalie.

557
00:29:36,690 –> 00:29:40,680
We all know and trust Goalie already.
So there’s already that factor.

558
00:29:41,200 –> 00:29:43,210
So supplements, I’m sorry,

559
00:29:43,870 –> 00:29:47,080
you’re just going to have a more
difficult time doing that, right?

560
00:29:49,390 –> 00:29:53,080
Yeah, you can try. You can try, but it’s
just going to be a lot more difficult.

561
00:29:53,080 –> 00:29:54,970
So just so you are aware.

562
00:29:56,140 –> 00:30:00,370
Right? But things like beauty,
fashion, maybe food and Bev,

563
00:30:00,370 –> 00:30:03,160
some of those categories
tend to work well, right?

564
00:30:03,190 –> 00:30:06,940
Yeah. We have a new beauty brand,
fairly well known who came to us.

565
00:30:06,940 –> 00:30:08,590
They were doing 6,000 a month.

566
00:30:08,590 –> 00:30:13,360
We’ve gotten them this month they’ll
probably do 200 K profitably. So again,

567
00:30:14,020 –> 00:30:16,540
people are like, oh, those aren’t
big numbers. It’s like, well,

568
00:30:16,780 –> 00:30:20,380
actually they’ll have 30 million views.

569
00:30:20,740 –> 00:30:24,940
Do you know how much in media value
that is? Crazy. Amounts insane.

570
00:30:24,940 –> 00:30:25,540
And every other.

571
00:30:25,540 –> 00:30:27,700
Channel is popping. It’s low cpm.
That’s an insane amount of money.

572
00:30:28,090 –> 00:30:28,210
Yeah.

573
00:30:28,210 –> 00:30:28,690
Totally.

574
00:30:28,690 –> 00:30:30,040
Yeah. And you’ve got now,

575
00:30:30,310 –> 00:30:33,070
if you’re selling on Amazon or on
your own Shopify store or whatever,

576
00:30:33,730 –> 00:30:38,560
to buy those 30 million views
on YouTube or on Meta or on

577
00:30:38,560 –> 00:30:41,590
tv, forget about that. It’s a
massive, massive budget. Massive.

578
00:30:41,590 –> 00:30:43,720
Probably had a $30 CPM to buy those views.

579
00:30:44,380 –> 00:30:46,210
Depending on where you’re
buying. Yeah, yeah. I mean,

580
00:30:46,210 –> 00:30:49,630
maybe you get it down into the single
digits if you’re buying certain YouTube

581
00:30:49,630 –> 00:30:51,820
areas or like Amazon DSP or something.

582
00:30:51,820 –> 00:30:55,750
But if you’re buying premium stuff
like YouTube Select or Hulu or Netflix,

583
00:30:55,750 –> 00:30:56,950
$30 CPM for sure.

584
00:30:56,950 –> 00:31:00,130
So people don’t get this, Brett,
these are premium placements.

585
00:31:00,130 –> 00:31:04,600
These are in the feed.
This is all premium inventory and it’s

586
00:31:04,600 –> 00:31:05,620
organic inventory.

587
00:31:07,030 –> 00:31:10,150
The thing that we didn’t talk about
before was the ability then to take that

588
00:31:10,180 –> 00:31:11,290
content use.

589
00:31:11,380 –> 00:31:14,530
There’s a tool that I like called
Funnel that identifies the content.

590
00:31:14,560 –> 00:31:17,470
Then you can whitelist that
content right in there.

591
00:31:17,470 –> 00:31:20,590
So you just ask for whitelisting
one click over into meta, right?

592
00:31:20,590 –> 00:31:21,940
And then there’s awesome. I mean,

593
00:31:21,970 –> 00:31:24,370
you’d be able to speak more
into whitelisting on YouTube,

594
00:31:24,460 –> 00:31:28,660
but there’s very simple ways to
whitelist on YouTube as well, right?

595
00:31:28,660 –> 00:31:32,920
This content, and this
is the way of the future,

596
00:31:32,920 –> 00:31:34,750
and this is how brands
are going to succeed.

597
00:31:35,680 –> 00:31:38,740
Totally makes sense. Walk me through
some, what are some of the X factors?

598
00:31:38,830 –> 00:31:41,440
What are some of the things that
need to be true about your brand,

599
00:31:41,440 –> 00:31:45,430
about your product? Is it feature
driven? Is it something new and novel?

600
00:31:45,430 –> 00:31:46,780
Is it something that’s just really visual?

601
00:31:47,050 –> 00:31:50,830
What are some of the X factors that can
help determine whether this is going to

602
00:31:50,830 –> 00:31:52,090
be a success or not?

603
00:31:52,600 –> 00:31:55,270
So that’s the crazy thing.

604
00:31:55,510 –> 00:31:59,350
You can sell boring products
on TikTok shop, right?

605
00:31:59,350 –> 00:32:02,800
I made a whole YouTube video on this.
Here’s how you position boring products,

606
00:32:02,800 –> 00:32:06,610
and actually boring products do really
well. It’s what the creators do with it.

607
00:32:06,610 –> 00:32:11,230
It’s the little bit of the value that
you give to the creators and the little

608
00:32:11,230 –> 00:32:15,730
bit of direction that you give to them
that really make your product go and it

609
00:32:15,730 –> 00:32:19,870
doesn’t need products, don’t need X
factors, they just don’t. That’s great.

610
00:32:20,020 –> 00:32:23,470
I could probably sell a pencil on TikTok
shop. I’ve often thought I’m like,

611
00:32:23,560 –> 00:32:26,650
I want to become a TikTok shop
creator. Just I can show people, Hey,

612
00:32:26,650 –> 00:32:31,090
here’s how you do it. Here’s how
you’re going to go about this.

613
00:32:31,390 –> 00:32:35,110
Storytelling is a really big one.
People who tell really good stories,

614
00:32:35,110 –> 00:32:35,980
they crush.

615
00:32:38,020 –> 00:32:38,890
Nobody thinks they’re selling,

616
00:32:38,990 –> 00:32:42,380
telling that story that lands it’s
benefit oriented, and then yeah,

617
00:32:42,380 –> 00:32:47,360
it can be something simple every day
and can still work. So it’s amazing.

618
00:32:47,360 –> 00:32:48,193
So.

619
00:32:48,290 –> 00:32:53,120
No X factor. I hate to tell everyone
the X factor is your creativity.

620
00:32:53,120 –> 00:32:57,710
Good. That’s good. Yep, yep. So your
creativity, the creative’s, creativity,

621
00:32:57,720 –> 00:33:01,100
creativity, totally makes sense.
So walk us through high level.

622
00:33:01,820 –> 00:33:05,570
What does the TikTok
Shops playbook look like?

623
00:33:05,630 –> 00:33:07,820
So how am I starting,

624
00:33:07,820 –> 00:33:11,690
how am I hopefully not completely
burning my 50 K or whatever,

625
00:33:11,690 –> 00:33:14,450
but how am I starting? How am I finding
influencers? How am I seeding products?

626
00:33:14,870 –> 00:33:16,190
How am I testing, iterating, learning,

627
00:33:16,190 –> 00:33:19,400
and then how am I eventually
getting to viral success?

628
00:33:19,640 –> 00:33:22,280
Totally. So let me walk through
the zero to a hundred K playbook.

629
00:33:22,280 –> 00:33:24,950
There’s three phases
to this playbook, okay?

630
00:33:25,010 –> 00:33:29,750
So number one is make sure your
products are set up correctly,

631
00:33:30,170 –> 00:33:32,360
right? This is a massive part of this.

632
00:33:32,360 –> 00:33:35,210
So make sure that your products
are set up very similar to Amazon,

633
00:33:35,780 –> 00:33:39,830
where you want to make sure that you
have the ability to use to sample.

634
00:33:39,830 –> 00:33:42,830
So if you were using a bundle, sorry,
you’re trying to sell a bundle,

635
00:33:42,830 –> 00:33:45,920
which I highly recommend that you do,
don’t just try and sell $15 products.

636
00:33:45,920 –> 00:33:49,310
Try and bundle those products. You don’t
want to send your bundle out to them.

637
00:33:49,310 –> 00:33:52,460
You want to the creator, you want to
send out one product to the creator,

638
00:33:52,460 –> 00:33:53,690
and then they talk about your bundle.

639
00:33:53,960 –> 00:33:56,150
So making sure that stuff
like that is set up correctly.

640
00:33:56,540 –> 00:33:58,850
Making sure that your listings,

641
00:33:59,000 –> 00:34:03,050
your TikTok shop listings are
pretty and are going to convert.

642
00:34:03,050 –> 00:34:05,540
So there’s a bunch of stuff.
I won’t get into all of that,

643
00:34:05,540 –> 00:34:08,780
but making sure that all of that is
set up correctly is really important.

644
00:34:09,560 –> 00:34:10,490
Then using,

645
00:34:10,490 –> 00:34:15,380
I do not recommend this movement out there
right now of people manually reaching

646
00:34:15,380 –> 00:34:18,380
out to people. I’m like, there’s
no value in manually reaching out,

647
00:34:18,380 –> 00:34:20,900
use a bot.
So I recommend reacher.

648
00:34:20,960 –> 00:34:24,680
I’ve been an advisor to theirs for
quite a while. They’re awesome guys.

649
00:34:24,680 –> 00:34:27,320
They’re really building some cool
stuff. I recommend using them,

650
00:34:28,070 –> 00:34:29,720
or Yuca is the other one that’s out there.

651
00:34:30,710 –> 00:34:35,270
Reach out to as many influencers as
you or creators as you possibly can.

652
00:34:35,390 –> 00:34:37,880
So again, two different
things. Creators, influencers.

653
00:34:38,900 –> 00:34:41,630
So you’re reaching out to
them, offering them product,

654
00:34:41,720 –> 00:34:45,470
seeing if they’re interested. What
does that outreach message look like?

655
00:34:45,830 –> 00:34:47,600
Totally. So sorry, before that,

656
00:34:47,690 –> 00:34:50,930
one thing that I want to make sure
that people understand is that you can

657
00:34:50,930 –> 00:34:54,830
syndicate your reviews from D
two C over into TikTok shop.

658
00:34:54,830 –> 00:34:56,360
Really important that you do that,

659
00:34:57,140 –> 00:35:00,890
because what you’re trying to do at first
is build up all of this social proof

660
00:35:00,890 –> 00:35:03,650
that you don’t have yet. So
if people know, oh, good,

661
00:35:03,650 –> 00:35:07,130
there’s 7,000 reviews that they have from
D two C that you move over there with.

662
00:35:07,580 –> 00:35:10,550
Awesome. Judge Me is a really good
one. It’s like 15 bucks a month.

663
00:35:10,640 –> 00:35:13,850
It actually will scrape all of your
Amazon reviews and move them over again.

664
00:35:14,210 –> 00:35:15,950
Nice. I did not give you that advice.

665
00:35:16,040 –> 00:35:18,500
I think it’s somewhere
grayish in terms of service.

666
00:35:19,400 –> 00:35:20,840
Just know that you can do that.

667
00:35:20,840 –> 00:35:22,040
One, but you need the
social proof there for the.

668
00:35:22,040 –> 00:35:24,860
Influencers and for the shoppers. Exactly.

669
00:35:24,860 –> 00:35:27,530
So the biggest thing that you’re actually
trying to do is you’re trying to sell

670
00:35:27,530 –> 00:35:31,550
to the influencers at first. So what
you’re trying to do is be like, Hey,

671
00:35:31,730 –> 00:35:32,563
by the way,

672
00:35:32,810 –> 00:35:37,070
we’ve sold X number of millions of these

673
00:35:38,960 –> 00:35:42,990
over on Amazon, over on Shopify.
We’re new to TikTok shop.

674
00:35:43,290 –> 00:35:44,100
We would love you.

675
00:35:44,100 –> 00:35:46,890
Look like you’ve got some great content
and that you can really help us out

676
00:35:46,890 –> 00:35:51,000
here. We’d love to offer you X
percentage to be able to do this. Now,

677
00:35:51,300 –> 00:35:53,430
be as generous as possible at first.

678
00:35:53,640 –> 00:35:57,510
So offer whatever your even
is without running ads.

679
00:35:57,870 –> 00:36:02,130
See what that is and offer that. If
you can offer 40% commission at first,

680
00:36:02,250 –> 00:36:04,980
do it like, Hey, look, I’m going
to offer you 40% commission,

681
00:36:05,850 –> 00:36:08,670
and if your videos also let them
know if your videos do well.

682
00:36:08,670 –> 00:36:13,110
We’re going to put ad spend behind
your videos right now. So greater.

683
00:36:13,110 –> 00:36:16,620
Visibility, greater audience growth
for you potentially as an influencer.

684
00:36:16,620 –> 00:36:19,590
Is that kind of part of the
benefit there or the pitch to them?

685
00:36:20,040 –> 00:36:24,780
Totally. And get in on the
ground floor, all of the things,

686
00:36:25,200 –> 00:36:29,040
all the messages that you would use in
multi-level marketing, just use here.

687
00:36:30,690 –> 00:36:33,390
Get on the ground floor, get
your friends involved. I.

688
00:36:35,040 –> 00:36:35,910
Love that. Love that. It’s hilarious.

689
00:36:37,080 –> 00:36:40,830
So one of the things that you’re going
to want to do though at first is make

690
00:36:40,830 –> 00:36:44,640
sure that you have two different
levels of commission set up.

691
00:36:44,670 –> 00:36:48,000
One for organic and one for ads.
Really important that you do that.

692
00:36:48,000 –> 00:36:50,310
You do not want to also give them 40%.

693
00:36:50,310 –> 00:36:51,990
On ads because ads, you’re
funding a lot of that reach.

694
00:36:51,990 –> 00:36:53,460
So that needs to be a lower commission.

695
00:36:54,000 –> 00:36:54,390
Totally.

696
00:36:54,390 –> 00:36:58,110
And as more and more creators get on
there and more people create content on

697
00:36:58,110 –> 00:37:00,750
TikTok, it’s just harder
and harder to go viral.

698
00:37:00,750 –> 00:37:03,600
And so you’ll want to spend a
decent amount of money on ads.

699
00:37:03,600 –> 00:37:04,950
Now when you get to a certain point,

700
00:37:05,280 –> 00:37:07,050
there’s a screenshot that
I shared this morning.

701
00:37:07,050 –> 00:37:11,760
It was like $3,500 worth of ads spend
for like $55,000 worth of sales.

702
00:37:12,060 –> 00:37:12,990
That’s crazy. Crazy.

703
00:37:13,470 –> 00:37:16,080
That is what happens when you
start getting this flywheel going.

704
00:37:16,080 –> 00:37:20,190
That’s like a 14 return on ad
spend. Just wild numbers doesn’t.

705
00:37:20,670 –> 00:37:21,480
Anywhere else.

706
00:37:21,480 –> 00:37:25,110
They’re not crazy numbers, but it
takes a while. You need to be patient.

707
00:37:26,310 –> 00:37:31,260
These things take a while to
be able to happen and snowball.

708
00:37:31,530 –> 00:37:33,660
So just know that this takes a while.

709
00:37:33,660 –> 00:37:38,640
So that’s all part of phase one is
getting those Got it messages out there.

710
00:37:39,300 –> 00:37:40,350
You want to be on it.

711
00:37:40,470 –> 00:37:43,860
So as soon as they say yes and
make sure at this point too,

712
00:37:43,860 –> 00:37:45,750
I don’t know how detailed
we can exactly get here,

713
00:37:45,750 –> 00:37:48,210
but I’ll try and get
into some of the gotchas.

714
00:37:48,510 –> 00:37:51,720
So one of them is making sure that
you don’t auto approve samples.

715
00:37:51,750 –> 00:37:56,010
Make sure you want to, when
have a cast a pretty wide net,

716
00:37:56,040 –> 00:37:59,210
there’s going to be people that say
yes that you don’t want, right? Right.

717
00:37:59,700 –> 00:38:00,533
Cast a wide net.

718
00:38:00,720 –> 00:38:03,570
See who wants to take the sample and
then approve them from there, right?

719
00:38:03,570 –> 00:38:06,840
But don’t be too picky.
Definitely not too picky at first.

720
00:38:07,230 –> 00:38:10,560
I don’t ever go after any creators
that don’t already have GMV.

721
00:38:10,860 –> 00:38:12,090
They have to have GMV.

722
00:38:12,090 –> 00:38:15,300
They have to have produced some revenue
for somebody before I’m going to go

723
00:38:15,300 –> 00:38:16,133
after. Makes sense?

724
00:38:16,350 –> 00:38:17,183
Yep. Yep.

725
00:38:18,600 –> 00:38:18,970
So that’s the first phase.

726
00:38:18,970 –> 00:38:19,803
That’s all phase one.

727
00:38:19,890 –> 00:38:20,850
So yeah, what’s phase two?

728
00:38:21,540 –> 00:38:26,280
So phase two now is seeing what
works and pouring gasoline on that

729
00:38:26,280 –> 00:38:30,270
fire. So now you’ve gotten to your
first thousand sales in phase one,

730
00:38:31,050 –> 00:38:34,770
and now you’re looking and seeing,
okay, who do I now want to recruit for?

731
00:38:34,770 –> 00:38:39,580
A couple different things. One is
brand owned content is awesome,

732
00:38:39,580 –> 00:38:42,100
and what you can do is you can actually
work with some of these creators,

733
00:38:42,160 –> 00:38:46,780
give them a retainer and a percentage
of sales to start posting on your brand

734
00:38:46,780 –> 00:38:47,440
handle.

735
00:38:47,440 –> 00:38:52,030
So that’s one that TikTok is going
to be pushing a lot in Q3 this year.

736
00:38:52,300 –> 00:38:55,150
From what we’ve heard, they’re going to
be pushing brand owned handles a lot,

737
00:38:55,150 –> 00:38:58,630
and so this is where you can start
to hire a creator to do that for you,

738
00:38:59,560 –> 00:39:02,650
for your brand handle. So start
identifying some of those creators now.

739
00:39:02,650 –> 00:39:06,640
Start putting money behind creators that
are doing well and let them know. By

740
00:39:06,640 –> 00:39:09,310
the way, if you do 10 videos for me,

741
00:39:09,310 –> 00:39:12,010
I’m going to put minimum a
thousand dollars behind your ads,

742
00:39:13,000 –> 00:39:17,260
behind your content. That’s where
you start to get this flywheel going.

743
00:39:17,260 –> 00:39:20,500
Start to then take those
people and put them

744
00:39:23,230 –> 00:39:25,300
into a brand owned community. Like I said,

745
00:39:25,360 –> 00:39:28,210
every single brand is going to have a
brand owned community in the future.

746
00:39:28,210 –> 00:39:29,980
We have a massive, really

747
00:39:31,670 –> 00:39:35,470
high GMV creator community at Social
Commerce Club that we have curated and is

748
00:39:35,470 –> 00:39:36,303
incredible.

749
00:39:37,090 –> 00:39:41,800
Start to take those people and put
them into your own brand community.

750
00:39:41,800 –> 00:39:45,130
You can use Discord, you can use
WhatsApp. I like WhatsApp personally.

751
00:39:45,280 –> 00:39:47,560
I think it’s the millennial
in me that likes it.

752
00:39:47,830 –> 00:39:49,420
Discords a great option as well though.

753
00:39:49,870 –> 00:39:53,800
It’s just the engagement on Discord
isn’t quite as high to be totally honest.

754
00:39:53,800 –> 00:39:54,880
People have a million discord. Discord.

755
00:39:54,880 –> 00:39:57,220
Is kind of messy. I don’t really
enjoy being on there personally.

756
00:39:57,220 –> 00:40:00,430
But it’s like being in another
Slack group. You’re just like, oh,

757
00:40:00,430 –> 00:40:04,510
another Slack group. I just can’t
keep up with all these. Oh my gosh,

758
00:40:06,070 –> 00:40:09,850
yes. So this is something
to do at this point,

759
00:40:09,850 –> 00:40:13,000
and then this is where you’re
going to identify. So at first,

760
00:40:13,000 –> 00:40:17,920
I forgot to mention in phase one, you’re
going to pick your top three skews.

761
00:40:18,400 –> 00:40:19,233
After this,

762
00:40:19,270 –> 00:40:22,240
your top three products after this is
where you’re going to start to pour

763
00:40:22,240 –> 00:40:26,520
gasoline on one of them. Go after
one of them as your Heroku, right?

764
00:40:26,710 –> 00:40:28,420
You’ll find out which
one works really well,

765
00:40:28,690 –> 00:40:29,920
and then you’re going to go after that.

766
00:40:30,040 –> 00:40:31,180
This is where you’re
going to start scaling.

767
00:40:31,180 –> 00:40:34,210
But I like that versus just testing
one because you may be wrong.

768
00:40:34,210 –> 00:40:38,140
That may not be the one that takes off
or catches fire on TikTok. So try three,

769
00:40:38,140 –> 00:40:40,150
then zero in on your hero product.

770
00:40:40,150 –> 00:40:43,330
Totally. And if you’re a huge
brand listening to this, try 10.

771
00:40:43,930 –> 00:40:45,160
Just try again.

772
00:40:45,220 –> 00:40:48,640
Try some of your products that might not
be working because people might not be

773
00:40:48,640 –> 00:40:52,030
searching them on Amazon or caring
about them on D two C. Just try.

774
00:40:53,770 –> 00:40:56,680
The worst thing that you can do is you
sent out a bunch of products that weren’t

775
00:40:56,680 –> 00:40:58,810
moving anyway, and you got
some good content out of them.

776
00:40:59,350 –> 00:41:01,660
This is where you’re going to want
to start to build your relationships,

777
00:41:01,660 –> 00:41:04,480
and you’re going to want to start to
ask about whitelisting across other

778
00:41:04,480 –> 00:41:08,200
platforms. So again, this is why I am so
obsessed with this where I’m like, no,

779
00:41:08,200 –> 00:41:09,370
you’re not brands.

780
00:41:09,430 –> 00:41:13,000
You may not work with us on TikTok
shop unless we have the whole thing,

781
00:41:13,000 –> 00:41:17,260
because otherwise you are wasting
all of this incredible content.

782
00:41:18,490 –> 00:41:21,820
That’s the only content you should be
using is all of this creator content

783
00:41:22,060 –> 00:41:23,680
listed. The studies.

784
00:41:24,130 –> 00:41:26,860
Are you’re only get a fraction of the
benefit. You’re creating all this content.

785
00:41:26,860 –> 00:41:29,110
You got all this gold
that’s being created here,

786
00:41:29,110 –> 00:41:31,750
you got to redeploy it or else
you’re not getting max value.

787
00:41:31,780 –> 00:41:36,740
Well, meta just put out a study,
and there’s actually five of them,

788
00:41:36,740 –> 00:41:38,180
five different case studies.

789
00:41:39,110 –> 00:41:42,410
The sort of average across the case
studies is that whitelisted ads,

790
00:41:42,410 –> 00:41:46,310
the CPA is 50% lower than brand ads

791
00:41:47,450 –> 00:41:48,283
would you not do?

792
00:41:48,740 –> 00:41:52,550
Why would you not stop literally
everything you’re doing right now and go

793
00:41:52,550 –> 00:41:54,590
whitelist every single ad that you have

794
00:41:56,090 –> 00:41:59,180
because people buy from other people
that they like know and trust,

795
00:41:59,240 –> 00:42:02,150
not from your brand. Nobody
wants to buy from your brand.

796
00:42:04,430 –> 00:42:05,263
Maybe they do,

797
00:42:06,080 –> 00:42:09,620
but they would much rather buy from
somebody they like know and trust and a

798
00:42:09,620 –> 00:42:11,030
third party that is talking about Totally.

799
00:42:11,030 –> 00:42:15,890
It’s the same principle in everything.
This is the way that SEO works, right?

800
00:42:15,890 –> 00:42:20,240
This is why still the number one
signal in SEO is backlinks because.

801
00:42:20,240 –> 00:42:22,550
It backlinks, even when Google
denies it, it’s still backlink.

802
00:42:22,550 –> 00:42:26,030
It is a vote of confidence from the rest
of the internet right there. Social.

803
00:42:26,570 –> 00:42:30,230
Proof, social proof. There’s no
better way than for you to do that.

804
00:42:30,230 –> 00:42:33,830
That’s why people like Brett and I go
on each other’s podcast to say, Brett,

805
00:42:33,830 –> 00:42:34,850
you are an awesome guy.

806
00:42:34,850 –> 00:42:39,010
I just gave you some of my social proof
over and I’m hoping you’re going to do

807
00:42:39,010 –> 00:42:39,633
the same, Brett.

808
00:42:40,220 –> 00:42:44,720
Yes, exactly, exactly. But it makes a
huge, huge difference. So I love that.

809
00:42:44,720 –> 00:42:47,090
Okay, I think we’re ready
for phase three then.

810
00:42:47,330 –> 00:42:51,350
So phase three is where we get a lot
of brands into, which is really fun.

811
00:42:51,350 –> 00:42:53,300
So this is a hundred thousand
dollars a month plus.

812
00:42:54,650 –> 00:42:58,700
This is where you are going
to now go out to an even

813
00:42:59,000 –> 00:43:02,990
bigger creator community. So this is
where I like to start sending out.

814
00:43:02,990 –> 00:43:05,210
So if you had a hundred
thousand dollars a month,

815
00:43:05,270 –> 00:43:09,710
this is where I want you to start
sending out 500 samples a month to

816
00:43:09,710 –> 00:43:14,360
only the highest SGMV creators
because they can see how much money

817
00:43:14,780 –> 00:43:18,050
people have done on your
particular skew, right?

818
00:43:18,050 –> 00:43:22,430
Or on your particular product id. PID
is as people internally always call it,

819
00:43:22,430 –> 00:43:24,320
I’m like, can you just call it
product id? I hate the word pi. Pi,

820
00:43:27,170 –> 00:43:31,880
but PID is also where you house multiple.
You can house multiple skews in a pi.

821
00:43:32,150 –> 00:43:37,010
So anyway, there’s all that
boring. You can cut that part out.

822
00:43:38,420 –> 00:43:42,290
No, let’s leave it in. The occasional
touch of nerdiness is great.

823
00:43:43,310 –> 00:43:44,143
We want that.

824
00:43:44,550 –> 00:43:49,310
So this is where you’re going to start
to go after a lot of high GMV creators

825
00:43:50,660 –> 00:43:54,260
and then pour gasoline on the other
ones. So now throughout all of this,

826
00:43:54,260 –> 00:43:57,890
we’re using different kinds of ads
throughout. So at first, during phase one,

827
00:43:58,340 –> 00:44:01,010
we’re using product shopping
ads and video shopping ads.

828
00:44:01,010 –> 00:44:03,500
Product shopping ads are
essentially Google Shopping ads.

829
00:44:03,890 –> 00:44:06,050
So if you think about them like
that, they happen on search. Again,

830
00:44:06,440 –> 00:44:09,890
social search is massive. So
they’re happening over there

831
00:44:11,510 –> 00:44:14,090
and we’re just leaving it wide open.
We’re doing video shopping ads,

832
00:44:14,090 –> 00:44:17,750
which are basically spark ads,
whitelisted ads from these creators.

833
00:44:17,750 –> 00:44:20,870
We’re just getting permission to use
them and we’re doing those in phase one.

834
00:44:20,870 –> 00:44:21,703
In phase two,

835
00:44:21,950 –> 00:44:25,970
we’re going to start to set some target
return on ad spends and see how much

836
00:44:25,970 –> 00:44:30,380
better we can get as far as the amount of

837
00:44:30,960 –> 00:44:34,560
efficacy that we’re getting from those
ads during phase one. Don’t care.

838
00:44:34,860 –> 00:44:36,030
Just don’t care.

839
00:44:36,030 –> 00:44:38,730
You’re just trying to get to a certain
level where other creators want to work

840
00:44:38,730 –> 00:44:39,240
with you.

841
00:44:39,240 –> 00:44:43,530
During phase three is where we’re going
to transition into GM v max and GMV Max

842
00:44:43,530 –> 00:44:44,940
is like, it’s

843
00:44:46,440 –> 00:44:50,460
their AI on steroids
that’s working for you.

844
00:44:51,210 –> 00:44:53,580
Once you get to that certain
level into phase three,

845
00:44:53,580 –> 00:44:55,650
that’s where I recommend
going into GMV Max. Now,

846
00:44:55,650 –> 00:45:00,360
the problem is you do not choose
where your ad spend goes with GMV Max.

847
00:45:00,360 –> 00:45:04,740
So I recommend using that at the end.
It’s like a very automated system.

848
00:45:05,070 –> 00:45:06,960
This is where during phase three,

849
00:45:07,110 –> 00:45:11,370
you now want to start identifying other
products that could potentially work and

850
00:45:11,370 –> 00:45:14,730
start seeding those products
as well. Interesting.

851
00:45:15,090 –> 00:45:18,060
That’s the really high
level playbook for you.

852
00:45:19,230 –> 00:45:22,050
So I love that. It was really
a very clear breakdown,

853
00:45:22,050 –> 00:45:23,820
and it’ll be all be in the
show notes. We can see it,

854
00:45:23,820 –> 00:45:28,140
but it sounds like ads are actually a
pretty important component of this, right?

855
00:45:28,140 –> 00:45:32,640
Did you ever see someone excel with
TikTok shops without the ad component?

856
00:45:32,670 –> 00:45:34,900
Nope. Nope, nope. Ads have to be a.

857
00:45:34,900 –> 00:45:36,090
Part of that You use at every stage,

858
00:45:36,090 –> 00:45:39,510
or mostly like stage two and stage
three or phase two and three.

859
00:45:40,290 –> 00:45:43,890
No ads need to be a part of it the
entire way through the entire time,

860
00:45:44,250 –> 00:45:45,570
the entire way through. Unfortunately,

861
00:45:46,050 –> 00:45:48,810
you just cannot just send product
out and hope it goes viral.

862
00:45:49,650 –> 00:45:50,850
Totally makes sense. Totally
makes sense. Love it.

863
00:45:50,850 –> 00:45:53,940
Once you pour ads onto it,
creators want to work with you,

864
00:45:54,330 –> 00:45:56,640
you’re going to get into
the algorithm a lot more,

865
00:45:56,640 –> 00:46:00,270
and it’s just the way that it works. It’s
unfortunate too, for organic YouTube,

866
00:46:00,540 –> 00:46:03,960
it’s the same thing, right?
There was a heyday and maybe,

867
00:46:03,960 –> 00:46:08,580
and also if you hit the algo absolutely
perfectly right on organic YouTube,

868
00:46:08,580 –> 00:46:10,260
you can do this. For the most part,

869
00:46:10,260 –> 00:46:14,460
you need to promote that with ads to get
it into the algo and start working for

870
00:46:14,460 –> 00:46:19,080
you. It’s just the way, I hate that
that’s the game, but that’s just the game.

871
00:46:19,770 –> 00:46:22,110
It’s the game. It’s the game.
Totally makes sense there. Totally.

872
00:46:22,110 –> 00:46:23,850
It makes sense. Well, let’s step
back a little bit. First of all,

873
00:46:23,850 –> 00:46:26,790
this has been fantastic. Thank you,
Jordan. We’re about out of time,

874
00:46:26,940 –> 00:46:29,820
but I want to talk about one
final topic here as we wrap up,

875
00:46:29,820 –> 00:46:33,450
or one big topic and then a
subset. So social commerce,

876
00:46:33,510 –> 00:46:36,540
you and I are both very
bullish on this, obviously.

877
00:46:36,540 –> 00:46:40,740
I think we’re really in the early
innings. It’s going to take off.

878
00:46:40,740 –> 00:46:42,990
I think meta is going to solve it.
I think Google’s going to solve it,

879
00:46:43,170 –> 00:46:43,920
or YouTube rather,

880
00:46:43,920 –> 00:46:46,500
with YouTube affiliate and YouTube
shopping and things like that.

881
00:46:47,220 –> 00:46:49,800
But what are you guys doing
right now with YouTube?

882
00:46:49,800 –> 00:46:51,900
So I know your focus
is mostly TikTok shops,

883
00:46:51,990 –> 00:46:54,660
but you guys are doing some
cool stuff on YouTube as well.

884
00:46:54,660 –> 00:46:55,500
So tell us about that.

885
00:46:55,860 –> 00:46:56,190
Totally.

886
00:46:56,190 –> 00:46:59,550
So we’re beta testing something right
now with a few really big brands that I,

887
00:46:59,550 –> 00:47:04,230
I’m so excited about, and these
are creator ad reads, right?

888
00:47:04,230 –> 00:47:05,640
Within YouTube videos.

889
00:47:06,660 –> 00:47:10,710
The big issue as everybody knows is
trying to actually get ahold of these

890
00:47:10,710 –> 00:47:13,320
creators and then negotiate with them.

891
00:47:13,350 –> 00:47:18,090
So we found an awesome partner that
we are working with right now that

892
00:47:18,090 –> 00:47:22,710
does this using ai, and also there’s
all of the brand safety issues,

893
00:47:22,770 –> 00:47:25,560
all of this kind of stuff.
We are seeing some insane,

894
00:47:25,650 –> 00:47:29,530
insane results with this right
now. Nothing. You guys have seen.

895
00:47:29,530 –> 00:47:32,020
You paying them those
creators on a CPM basis.

896
00:47:32,020 –> 00:47:33,790
So you’re using this AI tool to find them.

897
00:47:34,150 –> 00:47:36,310
Then you’re paying them on
a CCP M basis or commission.

898
00:47:36,310 –> 00:47:38,440
Them on the CCP M basis. Exactly.

899
00:47:38,440 –> 00:47:41,740
And the AI is taking care of all of
the measurement and everything in the

900
00:47:41,740 –> 00:47:44,140
background. Wow. The cool thing is,

901
00:47:44,140 –> 00:47:48,160
is that you’re actually only paying for
the first 30 days of CPMs. Interesting.

902
00:47:48,520 –> 00:47:50,740
And YouTube gets better over
time or the right videos.

903
00:47:50,740 –> 00:47:52,010
Do the right videos get better over time?

904
00:47:52,010 –> 00:47:55,450
They get the long tail on those videos,
massive long tail on those videos.

905
00:47:57,040 –> 00:47:58,240
So it ends up being,

906
00:47:58,240 –> 00:48:02,140
so let’s say you’re paying
like a $50 CPM at first,

907
00:48:02,320 –> 00:48:05,770
your CCP M ends up usually
coming in at about half of that.

908
00:48:05,770 –> 00:48:10,060
The actual effect of ccpm plus,
these are incredible reads,

909
00:48:10,300 –> 00:48:13,270
and they don’t show up as ads.
They’re not skippable, right?

910
00:48:13,450 –> 00:48:16,810
Yep. It’s in the content,
the creator, it’s Mr. Beast.

911
00:48:16,810 –> 00:48:19,120
I don’t know that he does that,
but other creators being like, Hey,

912
00:48:19,120 –> 00:48:22,900
this is the thing I use and this
is why I love it, Ridge wallets.

913
00:48:22,930 –> 00:48:26,110
It’s how Ridge Wallets really
initially got their hockey sick growth,

914
00:48:26,110 –> 00:48:28,870
and now they do a ton of stuff, biggest
spinner on meta stuff like that,

915
00:48:28,870 –> 00:48:33,730
but they did live Nvidia
reads with influencers or with

916
00:48:33,730 –> 00:48:36,010
creators on YouTube. That’s
kind how they took off.

917
00:48:36,370 –> 00:48:37,730
So to me,

918
00:48:37,930 –> 00:48:42,340
this is our foray at Social
Commerce Club into YouTube until

919
00:48:42,730 –> 00:48:43,600
the YouTube,

920
00:48:43,660 –> 00:48:47,860
until YouTube figures out how to
replicate what TikTok Shop has done.

921
00:48:47,860 –> 00:48:50,470
I just want to talk to that. They’re
working on it. They’re working on it.

922
00:48:50,470 –> 00:48:52,870
I think they’ll get there, but
they’re not there yet. For sure.

923
00:48:53,260 –> 00:48:58,090
I’ll tell you why I’m scared about it

924
00:48:58,750 –> 00:49:00,490
is because their platform,

925
00:49:01,030 –> 00:49:05,440
YouTube’s platform is not built
for virality in the same way that

926
00:49:05,440 –> 00:49:06,370
TikTok is.

927
00:49:07,780 –> 00:49:12,460
We have a TikTok shop creator that
has less than 10,000 followers who

928
00:49:12,460 –> 00:49:15,730
produce $250,000 of GMV last month,

929
00:49:16,630 –> 00:49:20,980
less than 10,000 followers. That’s
not the way that YouTube works, right?

930
00:49:21,610 –> 00:49:23,470
Think the algorithm not that aggressive.
You don’t go that viral that quick.

931
00:49:23,470 –> 00:49:23,920
Yeah.

932
00:49:23,920 –> 00:49:24,670
Last time I checked,

933
00:49:24,670 –> 00:49:27,460
you have to have 10,000 followers
to even be in the affiliate program

934
00:49:30,280 –> 00:49:33,490
versus TikTok. It’s like anyone
can go be a TikTok shop creator,

935
00:49:33,700 –> 00:49:37,150
and it’s incredible the amount of people
that are making careers out of this and

936
00:49:37,720 –> 00:49:40,390
literally paying their
house off. It’s wild.

937
00:49:40,450 –> 00:49:43,750
The people that are doing this
YouTube has not yet figured that out,

938
00:49:43,750 –> 00:49:47,080
and I have talked to ’em
many times and told them,

939
00:49:47,080 –> 00:49:49,180
here’s your issues that
you’re having right now,

940
00:49:49,180 –> 00:49:52,480
is that not anyone can just go
on there and do this. Right?

941
00:49:54,160 –> 00:49:57,010
And maybe that’s on purpose.
I don’t know. I don’t know.

942
00:49:57,010 –> 00:49:58,660
I think that it’s going to
be a really cool channel.

943
00:49:58,720 –> 00:50:01,450
I’m bullish on anything Google
does. They do, right? So I.

944
00:50:02,230 –> 00:50:04,240
Think they’ll figure it out. I
mean, the creators are there,

945
00:50:04,240 –> 00:50:08,050
the viewers are there, the watch time
is there, all the components are there.

946
00:50:08,050 –> 00:50:11,560
So unless YouTube just completely
screws it up again and again,

947
00:50:11,590 –> 00:50:14,620
I think they’re going to eventually
nail it. But you’re right,

948
00:50:15,190 –> 00:50:17,170
and content doesn’t go viral as quickly.

949
00:50:17,290 –> 00:50:20,350
Back to my 17-year-old who I’m trying to
convince to spend less time on TikTok,

950
00:50:21,100 –> 00:50:25,810
she’s like, YouTube shorts. I think this
is going to sound real professional,

951
00:50:25,810 –> 00:50:29,510
but I think the work she used was
it’s booty cheeks compared to TikTok.

952
00:50:30,230 –> 00:50:31,580
I’ve never heard that term before.

953
00:50:31,850 –> 00:50:34,100
Isn’t it funny? She’s like, okay,
that’s a weird way to say it, but okay.

954
00:50:34,550 –> 00:50:35,383
She’s like, no,

955
00:50:36,290 –> 00:50:40,850
TikTok learns you so quickly and the
content is all really valuable and what I

956
00:50:40,850 –> 00:50:43,730
want, I don’t get the same thing
on YouTube shorts is what she said.

957
00:50:43,790 –> 00:50:46,400
So I think YouTube’s got some
things to figure out there,

958
00:50:46,400 –> 00:50:50,270
but I am bullish on it. I
think they will figure it out.

959
00:50:50,360 –> 00:50:55,310
And so man, I love what you’re
doing within Nvidia live reads.

960
00:50:55,790 –> 00:50:57,590
Is that something you
can share that source?

961
00:50:57,590 –> 00:51:00,050
So that’s probably a little
bit proprietary there,

962
00:51:00,050 –> 00:51:04,850
the AI tool and what you’re
using to manage all of that.

963
00:51:06,020 –> 00:51:08,540
As of right now, I’m going
to keep that one between.

964
00:51:08,540 –> 00:51:13,190
Totally get it totally between you and
me. So the interesting thing actually,

965
00:51:13,190 –> 00:51:14,023
we were actually,

966
00:51:14,510 –> 00:51:17,300
I was doing some sponsorship kind
of stuff with them and I realized,

967
00:51:17,660 –> 00:51:19,250
and they came to me and they said, Hey,

968
00:51:19,250 –> 00:51:23,420
we have all these giant brands coming in
and we thought that this tool could be

969
00:51:23,420 –> 00:51:26,180
used without an agency and
actually it needs an agency.

970
00:51:26,810 –> 00:51:27,950
Interesting, interesting.

971
00:51:28,910 –> 00:51:33,320
It needs somebody monitoring
it and the AI cannot yet say

972
00:51:33,560 –> 00:51:36,830
approve these things and the
brand safety is really important.

973
00:51:36,830 –> 00:51:38,780
So there has to be someone in the middle.

974
00:51:38,780 –> 00:51:42,320
So it’s either a full-time person on
your team or an agency. Right. Doing it.

975
00:51:42,330 –> 00:51:42,730
Totally makes.

976
00:51:42,730 –> 00:51:43,570
Sense. Totally.

977
00:51:43,570 –> 00:51:44,403
Makes sense.

978
00:51:44,480 –> 00:51:47,240
Awesome. Well Jordan, this
has been fantastic, man.

979
00:51:47,240 –> 00:51:50,390
I absolutely love what you guys are
up to. Love watching your journey,

980
00:51:50,390 –> 00:51:53,270
love doing the podcast
swap with you. Super fun.

981
00:51:53,270 –> 00:51:55,610
And so if there are brands
out there that are like, man,

982
00:51:55,640 –> 00:51:57,620
I need to get on this TikTok shop train,

983
00:51:57,680 –> 00:52:01,040
but I need someone who knows what they’re
doing to guide me through those three

984
00:52:01,040 –> 00:52:05,090
phases, how can they get in touch with
you? Who should get in touch with you?

985
00:52:05,090 –> 00:52:09,650
And then how else can we get
our daily fill of Jordan?

986
00:52:10,760 –> 00:52:13,880
Let’s go to LinkedIn. I am very
active on LinkedIn and Twitter,

987
00:52:14,270 –> 00:52:18,470
so you can go there and just search for
Jordan West marketer over there. But

988
00:52:20,090 –> 00:52:22,040
we work with two levels of brands.

989
00:52:22,220 –> 00:52:25,010
So we work with the bigger brands
on a full service sort of basis.

990
00:52:25,010 –> 00:52:28,550
You can go to social commerce club.com.
That’s the classic agency offering.

991
00:52:28,730 –> 00:52:32,660
There’s something actually recently that
we just launched right now that is in

992
00:52:32,660 –> 00:52:34,730
beta. It’s called Tick
TikTok Shop os Plus.

993
00:52:35,240 –> 00:52:39,140
The idea is that we actually walk
smaller brands through who should not be

994
00:52:39,140 –> 00:52:42,710
hiring an agency who need to be
doing this stuff on their own, right?

995
00:52:42,710 –> 00:52:45,290
These are brands under
5 million ish generally,

996
00:52:46,220 –> 00:52:49,490
and this walks them through their first
six months of scaling from zero to a

997
00:52:49,490 –> 00:52:51,230
hundred thousand. We
meet every single week.

998
00:52:51,620 –> 00:52:54,710
You can tap into all the resources
that we have as an agency,

999
00:52:55,490 –> 00:52:58,490
but it’s more of a done with you
type of program. We are like,

1000
00:52:59,270 –> 00:53:02,780
every single brand we talk to about
this is like yes, yes, yes, yes, yes.

1001
00:53:02,780 –> 00:53:04,940
Because they want to learn the muscle.

1002
00:53:04,940 –> 00:53:09,800
They just don’t have the strategy or the
expertise to do it, and we do. So very.

1003
00:53:09,800 –> 00:53:10,560
Excited about that.

1004
00:53:10,560 –> 00:53:11,393
Love that.

1005
00:53:11,750 –> 00:53:13,490
Love that. And what’s
that called One more time?

1006
00:53:13,490 –> 00:53:15,530
And that’s all@socialcommerceclub.com.

1007
00:53:15,710 –> 00:53:17,990
That’s all@socialcommerceclub.com.
That’s called TikTok.

1008
00:53:17,990 –> 00:53:22,730
Shop OS Plus. Amazing. Love it. Jordan,

1009
00:53:22,790 –> 00:53:27,120
Wes, ladies and gentlemen, Jordan,
really appreciate it, man. Ton of fun.

1010
00:53:27,120 –> 00:53:28,950
Can’t wait for round three or four,

1011
00:53:28,950 –> 00:53:30,690
whatever it’s going to
be when we do this again.

1012
00:53:30,870 –> 00:53:34,230
Absolutely. We not nearly as much time
in between this time, Brett. Okay.

1013
00:53:34,290 –> 00:53:38,190
Yes, yes, yes, yes. Let’s make it a
regular segment. That’s what we got to do.

1014
00:53:38,550 –> 00:53:42,600
Love it. Awesome brother so much,
Brett. Absolutely. And as always,

1015
00:53:42,600 –> 00:53:45,180
thank you for tuning in.
We’d love to hear from you.

1016
00:53:45,180 –> 00:53:48,690
What would you like to hear more of on
the show? And if you’ve not done so,

1017
00:53:48,690 –> 00:53:52,920
we’d love that review on iTunes. Makes
my day, helps other people find the pod.

1018
00:53:52,920 –> 00:53:55,170
And with that, until next
time, thank you for listening.