WEBVTT 1 00:00:00.000 --> 00:00:02.000 What's going on over and happy Friday? 2 00:00:02.000 --> 00:00:05.000 Hope you guys are having a fantastic Friday. 3 00:00:05.000 --> 00:00:07.340 I wanted to make this because I literally just got off the 4 00:00:07.340 --> 00:00:08.440 cold with my marketing team. 5 00:00:08.440 --> 00:00:10.560 And I just gave these two analogies. 6 00:00:10.560 --> 00:00:13.760 I thought they were really good about how to consistently 7 00:00:13.760 --> 00:00:17.760 market and always know that your ads are going to convert. 8 00:00:17.760 --> 00:00:20.800 And so one of the issues that we ran into with our team is 9 00:00:20.800 --> 00:00:23.400 that, you know, they get tired of making ads all the time. 10 00:00:23.400 --> 00:00:26.480 They get bored of making ads, like the same ads, 11 00:00:26.480 --> 00:00:28.000 over and over and over, right? 12 00:00:28.000 --> 00:00:30.080 And so they want to flex their creative muscles, right? 13 00:00:30.080 --> 00:00:31.160 And we do the same things I've heard. 14 00:00:31.160 --> 00:00:34.040 We want to flex our creative muscles and think of new hooks, 15 00:00:34.040 --> 00:00:36.080 new things, right? 16 00:00:36.080 --> 00:00:38.080 And so there were some ads that I started seeing from Jim 17 00:00:38.080 --> 00:00:40.920 was that were like, you know, how to build a great culture, 18 00:00:40.920 --> 00:00:44.520 how to retain people, how to, you know, 19 00:00:44.520 --> 00:00:46.160 is your gym ready for 2020? 20 00:00:46.160 --> 00:00:48.200 I'm like, dude, no one gives a shit about that, right? 21 00:00:48.200 --> 00:00:52.320 Because the desires of your avatar don't change. 22 00:00:52.320 --> 00:00:54.320 The desires don't change, right? 23 00:00:54.320 --> 00:00:57.360 And the messaging shouldn't change either. 24 00:00:57.400 --> 00:00:59.760 And so the two analogies I gave for this are that, 25 00:00:59.760 --> 00:01:02.360 one is a Henry Ford story, and the other is a news story. 26 00:01:02.360 --> 00:01:03.360 And I think you'll like both of them, 27 00:01:03.360 --> 00:01:05.120 because I think it really drives the point home. 28 00:01:05.120 --> 00:01:08.680 So Henry Ford was like going past his marketing department 29 00:01:08.680 --> 00:01:10.040 over and over and over again for months or for months 30 00:01:10.040 --> 00:01:12.320 or looking at these marketing games, blah, blah, blah, blah, blah, right? 31 00:01:12.320 --> 00:01:14.800 And so finally, five months in, he looks at a CMO, 32 00:01:14.800 --> 00:01:16.360 and he's got this, you know, this banner, 33 00:01:16.360 --> 00:01:18.280 this ad of like a Ford car, whatever he's like, 34 00:01:18.280 --> 00:01:19.880 hey man, like when are we gonna stop running that? 35 00:01:19.880 --> 00:01:21.640 I'm really getting tired of that ad. 36 00:01:21.640 --> 00:01:24.000 And the CMO is like, we haven't run it yet. 37 00:01:24.000 --> 00:01:26.640 And so the story illustrates that like, 38 00:01:26.680 --> 00:01:27.960 just because we think about something 39 00:01:27.960 --> 00:01:30.640 and we've run so many advertisements ourselves 40 00:01:30.640 --> 00:01:33.560 to your advertisers, they are not sick of it yet. 41 00:01:33.560 --> 00:01:35.880 We have just seen it a hundred zillion times. 42 00:01:35.880 --> 00:01:37.120 And so you have to always remember 43 00:01:37.120 --> 00:01:38.520 that it's their first time seeing. 44 00:01:38.520 --> 00:01:40.400 It's the same thing when someone walks in the door. 45 00:01:40.400 --> 00:01:42.320 It might be the fifth person or 10th person 46 00:01:42.320 --> 00:01:43.360 you've seen that day. 47 00:01:43.360 --> 00:01:45.880 You still need to be as chipper as that beat, 48 00:01:45.880 --> 00:01:47.920 still follow the process with that person 49 00:01:47.920 --> 00:01:49.960 because it's their first time seeing it, right? 50 00:01:49.960 --> 00:01:51.160 And so that's the Ford story, right? 51 00:01:51.160 --> 00:01:52.600 Like we get tired as entrepreneurs, 52 00:01:52.600 --> 00:01:53.960 because we get bored and we get ADD. 53 00:01:53.960 --> 00:01:56.080 It doesn't mean that the market needs to change. 54 00:01:56.120 --> 00:01:58.560 Story two, the easiest way that you can see this 55 00:01:58.560 --> 00:02:00.120 is with news, right? 56 00:02:00.120 --> 00:02:01.560 So think about the news, right? 57 00:02:01.560 --> 00:02:04.880 They're kings and queens of capturing attention. 58 00:02:04.880 --> 00:02:06.480 That is what they have done, right? 59 00:02:06.480 --> 00:02:09.160 They let's all they did is they capture attention. 60 00:02:09.160 --> 00:02:10.000 They sell ads. 61 00:02:10.000 --> 00:02:12.120 That's how the news networks work, right? 62 00:02:12.120 --> 00:02:13.960 That's their programming is news. 63 00:02:13.960 --> 00:02:16.680 But what's interesting, and I love this saying is that 64 00:02:16.680 --> 00:02:19.240 news does not change. 65 00:02:19.240 --> 00:02:23.000 Only the people, as in only the people in the stories change, right? 66 00:02:23.000 --> 00:02:24.880 I'm gonna be a little bit negative here 67 00:02:24.880 --> 00:02:26.440 just in terms of the way that it's portrayed, 68 00:02:26.440 --> 00:02:30.520 but like rate, murder, violence, storm destroys, area, 69 00:02:30.520 --> 00:02:31.720 because most news is negative 70 00:02:31.720 --> 00:02:33.320 because that's what they know gets attention 71 00:02:33.320 --> 00:02:35.280 because negative sells more than positive, right? 72 00:02:35.280 --> 00:02:38.240 IPO of big company, all that stuff is news. 73 00:02:38.240 --> 00:02:41.040 The only thing that changes is the characters, 74 00:02:41.040 --> 00:02:42.520 is the people inside. 75 00:02:42.520 --> 00:02:45.640 And so you need to see your marketing the same way. 76 00:02:46.720 --> 00:02:48.520 The messaging is gonna be the same. 77 00:02:48.520 --> 00:02:51.440 The core desires of your avatar do not change. 78 00:02:51.440 --> 00:02:53.240 The things they want to hear, the promises 79 00:02:53.280 --> 00:02:54.360 are going to be made. 80 00:02:54.360 --> 00:02:57.360 The results they want to see are not going to change. 81 00:02:57.360 --> 00:02:59.920 And so you do not need to become more creative. 82 00:02:59.920 --> 00:03:01.640 The biggest and hardest part about business 83 00:03:01.640 --> 00:03:03.280 is being boring and consistent 84 00:03:03.280 --> 00:03:05.920 because it's hard because humans get bored. 85 00:03:05.920 --> 00:03:08.760 But as you grow and the avatars and the amount of people 86 00:03:08.760 --> 00:03:10.560 that you reach grow, still, 87 00:03:10.560 --> 00:03:12.080 most people have never heard of you. 88 00:03:12.080 --> 00:03:14.040 I don't really get stopped in the street that much. 89 00:03:14.040 --> 00:03:14.880 I don't. 90 00:03:14.880 --> 00:03:17.760 I do occasionally, but not really, right? 91 00:03:17.760 --> 00:03:20.200 And in your area, you probably don't get stopped 92 00:03:20.200 --> 00:03:21.520 in the street all the time. 93 00:03:21.520 --> 00:03:23.400 Your marketing doesn't reach nearly as many people 94 00:03:23.400 --> 00:03:24.440 as you think it does. 95 00:03:24.440 --> 00:03:27.000 And so you may be tired of seeing the marketing the way it is. 96 00:03:27.000 --> 00:03:29.960 You may be tired of showing great workouts, good food, 97 00:03:29.960 --> 00:03:32.040 like people getting weight loss results. 98 00:03:32.040 --> 00:03:35.080 And you might want to start talking about sustainable, 99 00:03:35.080 --> 00:03:37.040 sustainable something and like, 100 00:03:37.040 --> 00:03:39.880 whatever random ideas come into your head, 101 00:03:39.880 --> 00:03:42.520 none of it matters because it's not going to drive 102 00:03:42.520 --> 00:03:44.080 the engagement of your avatar 103 00:03:44.080 --> 00:03:47.120 because it's you getting bored, not them getting bored. 104 00:03:47.120 --> 00:03:50.080 All right, and so the secret to making great ads 105 00:03:50.080 --> 00:03:55.240 consistently is to bucket out the messaging that works the best. 106 00:03:55.240 --> 00:03:56.680 And so for us at gym launch, 107 00:03:56.680 --> 00:03:59.520 we have core messages that we hit on, right? 108 00:03:59.520 --> 00:04:01.600 That we know these seven buckets of things 109 00:04:01.600 --> 00:04:04.000 that we talk about are things that generate interest 110 00:04:04.000 --> 00:04:05.720 and generate applications, right? 111 00:04:05.720 --> 00:04:08.880 When I show a gym owner who had seven figures, right? 112 00:04:08.880 --> 00:04:11.040 That is something that people click on. 113 00:04:11.040 --> 00:04:13.320 And so what we need to do is think, 114 00:04:13.320 --> 00:04:15.280 how many of these stories can we capture? 115 00:04:15.280 --> 00:04:16.400 Can we do it as images? 116 00:04:16.400 --> 00:04:17.560 Can we do it as video? 117 00:04:17.560 --> 00:04:18.600 Can we do it in short clips? 118 00:04:18.600 --> 00:04:19.800 Can we do it as long clips? 119 00:04:19.840 --> 00:04:22.760 But all of them fall into that message bucket, right? 120 00:04:22.760 --> 00:04:24.520 And so that would be a testimonial bucket. 121 00:04:24.520 --> 00:04:27.680 The next one might be a video of a filled gym, right? 122 00:04:27.680 --> 00:04:29.800 So we know that videos of filled gyms work. 123 00:04:29.800 --> 00:04:31.880 Cool. So we're going to use videos of filled gyms. 124 00:04:31.880 --> 00:04:33.000 People working out together. 125 00:04:33.000 --> 00:04:34.760 We're going to use videos of, 126 00:04:34.760 --> 00:04:35.920 do you want to talking about that? 127 00:04:35.920 --> 00:04:37.320 We're going to do images of that. 128 00:04:37.320 --> 00:04:40.480 Those are messaging buckets that do not change. 129 00:04:40.480 --> 00:04:42.360 And so if you want to make advertising 130 00:04:42.360 --> 00:04:44.120 that is great consistently, 131 00:04:44.120 --> 00:04:46.680 what you need to do is act like a reporter 132 00:04:46.680 --> 00:04:50.320 and go out and find the story. 133 00:04:50.320 --> 00:04:53.280 You got to find the stories that fit into the buckets 134 00:04:53.280 --> 00:04:56.720 that are the messaging that your avatar responds to. 135 00:04:56.720 --> 00:04:57.960 I hope this makes sense. 136 00:04:57.960 --> 00:05:00.040 Like this is big and this is how this works. 137 00:05:00.040 --> 00:05:02.240 Like this is how you become a great marketer. 138 00:05:02.240 --> 00:05:04.480 You know the buckets that people respond to. 139 00:05:04.480 --> 00:05:05.560 How do you know? 140 00:05:05.560 --> 00:05:08.120 Go back into your history of your ads. 141 00:05:08.120 --> 00:05:10.040 This is literally when I was running all over market, 142 00:05:10.040 --> 00:05:11.120 which I don't anymore. 143 00:05:11.120 --> 00:05:12.880 Like I don't do any of it. 144 00:05:12.880 --> 00:05:15.960 But when I was, I would go through my publishing tools, 145 00:05:16.040 --> 00:05:17.600 I would look at all of the past ads 146 00:05:17.600 --> 00:05:18.440 and they're all right there. 147 00:05:18.440 --> 00:05:19.960 You can see the reach, you can see the clicks, 148 00:05:19.960 --> 00:05:21.080 you can see everything. 149 00:05:21.080 --> 00:05:23.720 And I would look at the top 10, the top 20. 150 00:05:23.720 --> 00:05:27.840 And I would say, okay, these five are all around this core message, 151 00:05:27.840 --> 00:05:29.840 these five around this core message. 152 00:05:29.840 --> 00:05:30.680 And I'd pull them up. 153 00:05:30.680 --> 00:05:31.960 I'd pull three or four ads up 154 00:05:31.960 --> 00:05:33.480 and I'd see the copy and I'd see the image. 155 00:05:33.480 --> 00:05:34.960 And I'd be like, cool. 156 00:05:34.960 --> 00:05:37.520 What's another story that does the exact same thing? 157 00:05:37.520 --> 00:05:40.120 And so I grabbed the story, I grabbed the copy, 158 00:05:40.120 --> 00:05:42.320 I put the new image there for the new creative. 159 00:05:42.320 --> 00:05:45.160 And I'm like, okay, here I've got the new numbers. 160 00:05:45.160 --> 00:05:45.680 Great. 161 00:05:45.680 --> 00:05:47.080 And then there's some flavor text, 162 00:05:47.080 --> 00:05:49.480 which might just be the uniqueness of the story, right? 163 00:05:49.480 --> 00:05:51.800 It could be like, with Jim one number one, 164 00:05:51.800 --> 00:05:54.320 their kid was, you know, diabetic 165 00:05:54.320 --> 00:05:56.680 and they couldn't afford the medicine or whatever it was. 166 00:05:56.680 --> 00:05:58.600 And that was the problem before in the problem afterwards 167 00:05:58.600 --> 00:05:59.800 is that now they got the full treatment 168 00:05:59.800 --> 00:06:01.600 and they have the pump and they, they're good. 169 00:06:01.600 --> 00:06:02.440 They don't need it anymore, right? 170 00:06:02.440 --> 00:06:04.560 So there's the before and after that's flavorful 171 00:06:04.560 --> 00:06:07.000 that adds the personal element to the story. 172 00:06:07.000 --> 00:06:08.520 Think about it like news, right? 173 00:06:08.520 --> 00:06:09.600 That's how they capture the story. 174 00:06:09.600 --> 00:06:11.120 They have to add the personal element. 175 00:06:11.960 --> 00:06:15.080 Hey guys, real quick, if you're new to the podcast, 176 00:06:15.080 --> 00:06:18.320 I have a book on Amazon called 100 million dollar offers 177 00:06:18.320 --> 00:06:20.280 that over 8,000 five star reviews 178 00:06:20.280 --> 00:06:21.440 and it has almost a perfect score. 179 00:06:21.440 --> 00:06:23.320 You can get it for 99 cents on Kindle. 180 00:06:23.320 --> 00:06:25.480 The reason I bring it up is that I put over 1,000 hours 181 00:06:25.480 --> 00:06:26.800 into writing that book. 182 00:06:26.800 --> 00:06:28.520 And it's my biggest gift to our community. 183 00:06:28.520 --> 00:06:31.080 So it's my very shameless way of trying to get to you 184 00:06:31.080 --> 00:06:33.800 to like me more and ultimately make more dollars 185 00:06:33.800 --> 00:06:35.760 to that later on in your business career. 186 00:06:35.760 --> 00:06:36.760 I can finish the part with you. 187 00:06:36.760 --> 00:06:38.720 So that's my gift, go check it out. 188 00:06:38.720 --> 00:06:40.520 Amazon and back to the show. 189 00:06:42.520 --> 00:06:45.360 So you need to do, all you got to do is update the numbers 190 00:06:45.360 --> 00:06:46.400 of the results of the person. 191 00:06:46.400 --> 00:06:47.600 That's the tactical stuff, 192 00:06:47.600 --> 00:06:50.080 that's the external stuff that everyone else sees. 193 00:06:50.080 --> 00:06:52.400 But then the internal stuff is all the stuff 194 00:06:52.400 --> 00:06:54.080 that the person feels and then went through 195 00:06:54.080 --> 00:06:55.200 because that's the human side. 196 00:06:55.200 --> 00:06:56.800 And that's what matters more most. 197 00:06:56.800 --> 00:06:58.360 But you need to have the other stuff to make sure 198 00:06:58.360 --> 00:06:59.400 that you're gonna fulfill the problems 199 00:06:59.400 --> 00:07:01.160 that you're actually getting something for. 200 00:07:01.160 --> 00:07:02.600 But you stopped at the human component 201 00:07:02.600 --> 00:07:04.440 to make it relatable, right? 202 00:07:04.440 --> 00:07:07.080 To make it real and make it believable 203 00:07:07.080 --> 00:07:07.920 that that person. 204 00:07:07.920 --> 00:07:10.000 And the thing is is the pain that you outline 205 00:07:10.000 --> 00:07:13.880 in the story will bring about people 206 00:07:13.880 --> 00:07:16.160 who resonate with that pain. 207 00:07:16.160 --> 00:07:20.240 So for example, everyone wants to make more money. 208 00:07:20.240 --> 00:07:22.160 Everyone would like to work less. 209 00:07:22.160 --> 00:07:24.760 Everyone wants to scale business, get, you know, 210 00:07:24.760 --> 00:07:26.720 being loved, like to everyone wants, 211 00:07:26.720 --> 00:07:28.000 everyone has these quarters hours. 212 00:07:28.000 --> 00:07:29.920 Everyone wants to have more status. 213 00:07:29.920 --> 00:07:31.920 The question is whether they believe you or not. 214 00:07:31.920 --> 00:07:35.080 And the things that makes your story believable 215 00:07:35.080 --> 00:07:37.800 is the personal elements of the individual story 216 00:07:37.800 --> 00:07:39.560 that you're capturing that fall within 217 00:07:39.560 --> 00:07:41.640 the larger buckets of messaging. 218 00:07:41.640 --> 00:07:44.880 Okay, and messaging is what drives everything. 219 00:07:44.880 --> 00:07:47.680 Like that is what, like when people are off message, 220 00:07:47.680 --> 00:07:48.800 that's when your ad tanks. 221 00:07:48.800 --> 00:07:50.680 That's when it's like, this isn't relevant, right? 222 00:07:50.680 --> 00:07:51.880 This isn't important to me 223 00:07:51.880 --> 00:07:54.640 because the message isn't like the promises they've been right. 224 00:07:54.640 --> 00:07:56.280 Once you have the promise right, 225 00:07:56.280 --> 00:07:58.960 the thing that separates a mediocre ad 226 00:07:58.960 --> 00:08:01.080 from a homerun grand slam ad 227 00:08:01.080 --> 00:08:03.560 is the personal element that makes it relatable. 228 00:08:03.560 --> 00:08:06.280 The more widely relatable the pain 229 00:08:06.280 --> 00:08:08.920 and subsequent transformation is, 230 00:08:08.920 --> 00:08:11.720 the more likely that ad is going to be a grand slam. 231 00:08:11.720 --> 00:08:13.160 All right, so I hope that makes sense. 232 00:08:13.160 --> 00:08:14.400 That, I literally just broke this down 233 00:08:14.400 --> 00:08:15.400 from my marketing team. 234 00:08:16.280 --> 00:08:18.320 And so I just figured I would jump on 235 00:08:18.320 --> 00:08:20.520 and hop on with you guys as well. 236 00:08:20.520 --> 00:08:22.280 But this is how you consistently leads. 237 00:08:22.280 --> 00:08:24.240 And this is how you want to channel your ADD 238 00:08:24.240 --> 00:08:27.320 into capturing stories that fit within the buckets 239 00:08:27.320 --> 00:08:29.280 that you already know work. 240 00:08:29.280 --> 00:08:31.720 And when you want to get inspired to write copy, 241 00:08:31.720 --> 00:08:33.600 read copy that has already converted. 242 00:08:33.600 --> 00:08:35.120 Gary Halpert, which is one of the best 243 00:08:35.120 --> 00:08:37.440 all-time copywriters ever. 244 00:08:37.440 --> 00:08:39.880 His way of training copywriters 245 00:08:39.880 --> 00:08:41.640 was to have them hand write 246 00:08:41.640 --> 00:08:44.440 a hundred of the best sales letters of all time. 247 00:08:44.440 --> 00:08:45.840 Because after you've seen enough, 248 00:08:45.840 --> 00:08:47.920 what happens is it starts to become pattern recognition. 249 00:08:47.920 --> 00:08:50.320 You feel like you know what should come next 250 00:08:50.320 --> 00:08:53.240 in the copy because you've seen it so many times, right? 251 00:08:53.240 --> 00:08:55.560 And so my team gets on me because they're like, 252 00:08:55.560 --> 00:08:57.120 man, I feel like you hop on these calls 253 00:08:57.120 --> 00:08:58.280 and you're like, change this, move this, do this, 254 00:08:58.280 --> 00:08:59.360 blah, blah, blah, blah, blah, right? 255 00:08:59.360 --> 00:09:00.920 And I'm struggling right now 256 00:09:01.000 --> 00:09:01.760 to try and teach this. 257 00:09:01.760 --> 00:09:04.800 So right now, like the mode that I'm in, 258 00:09:04.800 --> 00:09:07.800 the skill that I need to learn to move my company for right now 259 00:09:07.800 --> 00:09:11.160 is that I want, I need to go from being able to double check 260 00:09:11.160 --> 00:09:14.240 to having someone else see through the same lenses me. 261 00:09:14.240 --> 00:09:15.240 And so it's gonna be fun for me 262 00:09:15.240 --> 00:09:16.320 because I'm gonna share this journey with you 263 00:09:16.320 --> 00:09:19.000 because I already know how to get sales teams consistent. 264 00:09:19.000 --> 00:09:19.840 I've done that. 265 00:09:19.840 --> 00:09:20.680 You know what I mean? 266 00:09:20.680 --> 00:09:21.520 We know how to sell, I know how to teach people to sell, 267 00:09:21.520 --> 00:09:22.840 I know how to manage sell. 268 00:09:22.840 --> 00:09:23.880 I know all that stuff. 269 00:09:23.880 --> 00:09:26.280 But I know how to do market, I know how to teach people 270 00:09:26.280 --> 00:09:29.720 to market, but right now I have to teach someone 271 00:09:29.720 --> 00:09:30.560 to teach people to market. 272 00:09:30.680 --> 00:09:32.080 And that's kind of what I'm out right now. 273 00:09:32.080 --> 00:09:35.440 And so I'm gonna be sharing all of the little tidbits 274 00:09:35.440 --> 00:09:37.760 that I have right now as I'm going through this. 275 00:09:37.760 --> 00:09:39.800 But the difference between sales and marketing 276 00:09:39.800 --> 00:09:41.560 is that sales is formulaic. 277 00:09:41.560 --> 00:09:43.160 Pretty much every sale is the same. 278 00:09:43.160 --> 00:09:45.280 Like almost all sales are the same, right? 279 00:09:45.280 --> 00:09:47.320 Where I'm here, why is this important to you? 280 00:09:47.320 --> 00:09:49.840 It's your goal, blah, blah, blah, blah, blah, blah, blah. 281 00:09:49.840 --> 00:09:52.400 Like, same thing, just read the fucking questions. 282 00:09:52.400 --> 00:09:53.960 Marketing is a little more nuanced, right? 283 00:09:53.960 --> 00:09:56.200 Sometimes you have short copies, sometimes you have one copy, 284 00:09:56.200 --> 00:09:57.720 sometimes you have story-based stuff, 285 00:09:57.720 --> 00:09:58.680 sometimes you have interruption, 286 00:09:58.680 --> 00:10:00.440 like there's different feelings. 287 00:10:00.440 --> 00:10:02.800 And that's why I think it's important to make buckets 288 00:10:02.800 --> 00:10:05.440 or templates around the different styles of messaging 289 00:10:05.440 --> 00:10:07.000 that have converted in words. 290 00:10:07.000 --> 00:10:08.440 And the reason they're different buckets 291 00:10:08.440 --> 00:10:10.560 is because they attract different avatars, right? 292 00:10:10.560 --> 00:10:11.800 I'm sure within your gym right now 293 00:10:11.800 --> 00:10:15.120 there's probably some women who follow within this type 294 00:10:15.120 --> 00:10:17.640 of bucket might be a busy mom, right? 295 00:10:17.640 --> 00:10:19.200 It might be a stay-home mom. 296 00:10:19.200 --> 00:10:22.360 You might have a non-mom who's a, you know, 297 00:10:22.360 --> 00:10:26.040 in the workforce, you might have a semi-wealthy 298 00:10:26.040 --> 00:10:28.440 single-income millennial who's 29. 299 00:10:28.440 --> 00:10:31.480 You might have an empty master, right? 300 00:10:31.480 --> 00:10:32.880 There are different buckets 301 00:10:32.880 --> 00:10:34.920 and the messaging attracts different ones 302 00:10:34.920 --> 00:10:37.600 of these avatars and I can guarantee you the different message. 303 00:10:37.600 --> 00:10:39.680 Now some avatars are attracted more than one, that's fine. 304 00:10:39.680 --> 00:10:40.520 That's great. 305 00:10:40.520 --> 00:10:41.760 And that's when you have the real home runs this. 306 00:10:41.760 --> 00:10:45.040 You have a pain point that can hit on two 307 00:10:45.040 --> 00:10:47.680 or three different avatars, salient pain 308 00:10:47.680 --> 00:10:49.200 that they have experienced, 309 00:10:49.200 --> 00:10:51.920 that the story that you were showing experiences, 310 00:10:51.920 --> 00:10:52.960 that is when things go viral. 311 00:10:52.960 --> 00:10:54.760 And the news tries to do the same thing. 312 00:10:54.760 --> 00:10:57.160 When they try and find a news that like a story that has 313 00:10:57.240 --> 00:11:00.520 lads, right, that starts getting massive amount of reach. 314 00:11:00.520 --> 00:11:02.280 It's because the story that's relatable, 315 00:11:02.280 --> 00:11:03.800 that's just like you and me 316 00:11:03.800 --> 00:11:05.960 and experience a result that everyone wants. 317 00:11:05.960 --> 00:11:08.440 So, if that was viable, you know, 318 00:11:08.440 --> 00:11:10.960 maybe tag somebody who makes your ads, 319 00:11:10.960 --> 00:11:12.920 if it's like in your gym with gym managers, 320 00:11:12.920 --> 00:11:15.040 like catching videos or whatnot, 321 00:11:15.040 --> 00:11:17.080 or like it, or if you're listening on the podcast, 322 00:11:17.080 --> 00:11:18.960 I think review, always appreciate it. 323 00:11:18.960 --> 00:11:20.440 Otherwise, hope you guys have an amazing day, 324 00:11:20.440 --> 00:11:22.880 fantastic Friday, keep pressing your goals, 325 00:11:22.880 --> 00:11:24.480 nothing but love, have fun today. 326 00:11:24.480 --> 00:11:25.840 You should see, bye.