Speaker 1: This is the Full Funnel B t B Marketing podcast,
Speaker 1: brought to you by full Funnel Dot.
Speaker 2: Let's start everyone, and welcome to the new episode of
Speaker 2: the Final Life. Were climb them to almost two hundred episodes,
Speaker 2: very close. Who have another speaker from mother Full Funnel,
Speaker 2: Simla again, who had a fantastic keynote the months ago,
Speaker 2: and we have rested and you know a lot of questions,
Speaker 2: so it's kind of.
Speaker 3: The generation of in his keynote, Slama. Thanks a lot
Speaker 3: for jinuine.
Speaker 4: Amazing Yeah, thank you for having me. I'm so excited.
Speaker 3: So, guys, as were promised, we are going to dive
Speaker 3: deep into Sloma's framework. We actually want to run a
Speaker 3: live example so you can see this framework connection and
Speaker 3: the quick question. Let us know if you would be
Speaker 3: interested in seeing how we can apply slamas framework for
Speaker 3: creating be the ads for your company. If you're interested,
Speaker 3: just drop your website and we'll pick it up later.
Speaker 3: And while you guys are typing, I think we can
Speaker 3: kick it off with just briefly reviewing your your framework.
Speaker 3: I remember you mentioned you always start with the research, right,
Speaker 3: maybe I can just navigate us through what data what
Speaker 3: data points you are collecting right to create the ads.
Speaker 1: Yeah, absolutely, so I think I think the first thing
Speaker 1: that I'm most interested in. I guess there are two paths, right,
Speaker 1: Like there is the technical path where I want to
Speaker 1: know all the features. I want to actually understand the
Speaker 1: product and you know, to every sort of aspect of it.
Speaker 4: So that's the first part, I would say, And then
Speaker 4: I have the.
Speaker 1: Human part, right and there I want to learn about
Speaker 1: different insights, like most importantly, I want to find different
Speaker 1: relatable situations and you know, memes of quotes, like anything
Speaker 1: that would show me about you know, anything that would
Speaker 1: give me some ideas about the experience, about how people
Speaker 1: use the product, or about the problem they're having about
Speaker 1: how they work in general. And I think this would
Speaker 1: be the most interesting part to me because obviously, like
Speaker 1: understanding the product is important and these are the features
Speaker 1: that will be promoting. But no, but having those insights
Speaker 1: and knowing you know, like kind of getting to know
Speaker 1: the humans that use the product, this is the most
Speaker 1: interesting part, and that's where things actually get creative and fun.
Speaker 3: I love it, I say, the first admission from epic base,
Speaker 3: so thank you so much. We'll definitely then start as yours,
Speaker 3: but let's move forward. So my main question is how
Speaker 3: do you turn this result ads on? How do they
Speaker 3: come up as the creators? Right? This is these things
Speaker 3: might be a little bit tricky.
Speaker 1: Absolutely, yeah, because I think that in general, like I
Speaker 1: feel like for years when it comes to creative ads
Speaker 1: in the creative industry, I feel like people have tried
Speaker 1: to make, you know, to turn this into something that
Speaker 1: is even like sort of mystical or something that or
Speaker 1: something that you.
Speaker 4: Can't really explain or something like that.
Speaker 1: But in reality, it's way simpler than people think, right,
Speaker 1: like create creativity and creative ads, It's something that you
Speaker 1: can basically break down, you can reverse engineer it, and
Speaker 1: you can see that eventually if you look like at
Speaker 1: the thousand eights, you will notice that the same techniques
Speaker 1: and patterns repeat again and again, and here are some
Speaker 1: of the most basic ones. So I think, like, you know,
Speaker 1: we can show that live on our first example, or
Speaker 1: or I can just explain that, but I think it
Speaker 1: would be more interesting if we kind of think think.
Speaker 4: About it together and and and brain start through it. Yeah.
Speaker 1: Cool, So let's start with epic base, all right, So
Speaker 1: I just flicked on the link. I have no idea
Speaker 1: what it is if you want to share my screen
Speaker 1: and then and then we can see.
Speaker 3: That or yeah, I think that's the best. Yeah, that's.
Speaker 4: Amazing.
Speaker 1: So let me see that it actually works for us. Okay,
Speaker 1: I feel like, yes, amazing here is Okay, so an
Speaker 1: I native operating system for food service, right, so or
Speaker 1: ready we have a product or do we have a
Speaker 1: product with some visual potential?
Speaker 4: Right?
Speaker 1: Because we have food and food is already interesting and
Speaker 1: it's something that people want to see.
Speaker 4: And now let's see what's happening here.
Speaker 1: So replace bread its and these connect tools and disconnected
Speaker 1: tools with a single source of truth for multi side hospitality.
Speaker 4: Right.
Speaker 1: So basically there is a more efficient system here. Right,
Speaker 1: I'm just turning it as we go. I've ever seen
Speaker 1: that side before. But basically, instead of like using a
Speaker 1: bunch of different tools and instead of using spreadsheets, we
Speaker 1: want to see uh yeah, we want.
Speaker 4: To have it all on one platform. Cool.
Speaker 1: So that's so like this this this is already enough
Speaker 1: for me. I'm not gonna go through all the features now,
Speaker 1: but I think like this is already very interesting, right,
Speaker 1: and I can see that there are different things here.
Speaker 4: As well, like some super simple features like like.
Speaker 1: Recipe management right, menu engineering, inventory management right? And now
Speaker 1: and now that I know what the product does, I
Speaker 1: sort of want to like, I sort of want to
Speaker 1: think I want to start with the first technique.
Speaker 4: That I would use, which is world without right.
Speaker 1: And that's the technique I also showed at at at
Speaker 1: the conference. And this is a very simple technique where
Speaker 1: we're trying to think what is the worst thing that
Speaker 1: can happen if people don't have.
Speaker 4: The product right?
Speaker 1: Because obviously, you know, the most basic thing that would
Speaker 1: happen is that they would just use spreadsheets.
Speaker 4: Right, It's not a big deal.
Speaker 1: But we want but for for the you know, for
Speaker 1: the sake of advertising and for the sake of storytelling,
Speaker 1: we want to exaggerate it, and we want to think
Speaker 1: what can actually go wrong?
Speaker 4: Right?
Speaker 1: And then we're trying to think, like what can go
Speaker 1: wrong in a recipe?
Speaker 4: What can go wrong on the menu? What can go.
Speaker 1: Wrong if people are not using the product? So let's
Speaker 1: let's think together, right, maybe there would be something, you know,
Speaker 1: they would put something completely horrible.
Speaker 4: And wrong on the menu.
Speaker 1: Maybe they would you know, put something wrong in the
Speaker 1: food or on the recipe because they mix too spreadsheets
Speaker 1: between like two restaurants I don't know, one is vegan
Speaker 1: and one is just.
Speaker 4: Like a pure barbecue restaurant.
Speaker 1: So I think, like there's a lot of interesting things
Speaker 1: that can have that can happen here. And this is
Speaker 1: already a good base for our story, right, because in
Speaker 1: any kind of story, we want to have some sort
Speaker 1: of conflict. We want to have something that is you know,
Speaker 1: that is happening, something that is so yeah, some sort
Speaker 1: of some.
Speaker 4: Sort of clash that is happening.
Speaker 1: And I think that you know, mix up in a
Speaker 1: recipe like that is sort of a yeah, is a
Speaker 1: really good starting point. But this is I'm just saying
Speaker 1: that like based on nothing, because like I don't really
Speaker 1: know the users and I don't really know their use cases.
Speaker 1: But like once we can dive into that and maybe
Speaker 1: and caick and tell us, like in the chat a
Speaker 1: little bit more about like.
Speaker 4: Like am I am I in the right direction?
Speaker 1: Like would you say that these are things that your
Speaker 1: you know, your your users are dealing with if they're
Speaker 1: not using your product?
Speaker 4: But the good says yeah, now she now she has
Speaker 4: now she has to dive very fast.
Speaker 1: Yes, Okay, she's saying yes first of all, and uh yeah, okay,
Speaker 1: And I think and I think that's a good starting point.
Speaker 4: So like what what I would do now?
Speaker 1: I would go to I would like I would go
Speaker 1: either either like to Google doc or something like that,
Speaker 1: or like to some sort of figmaphile, and I would
Speaker 1: just start thinking about different things like that that can happen, right, Like, like,
Speaker 1: let's first of all think about this like worst case scenario,
Speaker 1: like what is this thing that can really go wrong
Speaker 1: and can Maybe you could help us with thinking like what,
Speaker 1: like what would be one of those one of those
Speaker 1: situations where you know, where something goes completely wrong with
Speaker 1: a recipe, or where they simply don't have, like I
Speaker 1: don't know, a sushi restaurant. They don't manage their inventory,
Speaker 1: so they don't have any fish or any food, and
Speaker 1: you know, and once we have something like that, then
Speaker 1: we could maybe start you know, maybe we can start
Speaker 1: kind of zooming in and thinking about you know, she
Speaker 1: Anger's saying high costs. Okay, that's that's that's also interesting.
Speaker 1: Let's think of even more like specific situations. Let's think
Speaker 1: let's think of like, you know, what would happen if
Speaker 1: they have my cause? Right, what can happen if if
Speaker 1: things go wrong.
Speaker 3: I think, yeah, just one to that five cents here.
Speaker 3: I think one of the things here might be bad
Speaker 3: reviews because of the quality inconsistency. Let's say I'm just
Speaker 3: going to this restaurant in one city. I love the food,
Speaker 3: I love the atmosphere, right, and then I go to
Speaker 3: the same restaurant in another city, in another part of
Speaker 3: the city, and then the food is is tasted completely differently, right,
Speaker 3: and then I just give them one start because like whatever, right,
Speaker 3: the food was terrible, and now my expectations were not mad.
Speaker 3: And so this is the reputational problem.
Speaker 4: Right.
Speaker 3: So one of the.
Speaker 1: Things exactly I love that you see, and like the
Speaker 1: good thing about it is that is that, like this
Speaker 1: point that Andrew just gave us, it's like it's very relatable, right,
Speaker 1: because it's something that we can all relate to. We
Speaker 1: all like ate at different with chains, and we could
Speaker 1: see that actually, like the food is very different in
Speaker 1: each branch, in each branch sometimes when you know when
Speaker 1: they don't have like good quality and when they don't use.
Speaker 4: An epic base.
Speaker 1: So I think that's so I think that that this
Speaker 1: is already a very good insight.
Speaker 4: And when I'm riding my insights, I'm always starting.
Speaker 1: Them with that moment when, right, because then I know
Speaker 1: that it's actually relatable. Because like, if you think about it,
Speaker 1: that's how this tough medience, you know, when they put
Speaker 1: when they sort of explain, you know, when they sort
Speaker 1: of deliver a joke, right, they often started with that
Speaker 1: moment when because they kind of set us up for
Speaker 1: something relatable, for something that we all know.
Speaker 4: So it's always good to ride that way. So for example,
Speaker 4: that moment when.
Speaker 1: You go to a restaurant that you already already know
Speaker 1: in a already know but in a different uh different city,
Speaker 1: and it sucks, right, So like that's that's that would
Speaker 1: be like this.
Speaker 4: This relatable moment that we're building up.
Speaker 1: Okay, so now once we have that, we want to
Speaker 1: come up with different like we want to come up
Speaker 1: with different visuals or situations around that. So we want
Speaker 1: to you know, we sort of wanted to steal that,
Speaker 1: right because when we're making ads, for example, if we're
Speaker 1: making a static ad, we can just put this entire
Speaker 1: story inside of that.
Speaker 4: We want to like simplify it very much so people
Speaker 4: can get it the first second.
Speaker 1: And now we're trying to think like, you know, like
Speaker 1: we could we could try to think about you.
Speaker 4: Know how sometimes.
Speaker 1: There are those like names with like different with like
Speaker 1: you know food, you know, like how it advertised, like
Speaker 1: how it being how it is being advertised.
Speaker 4: And then how it is actually in reality.
Speaker 1: So like so like food expectations versus reality.
Speaker 4: I'll just google that and I'll just look.
Speaker 1: I'll just look for an image like that, right, so
Speaker 1: so we can just we can just get.
Speaker 4: Here and see how those images look.
Speaker 1: Right, So we have those like like weird images that yeah,
Speaker 1: sometimes it looks great and sometimes it looks awful. So
Speaker 1: then we could take this for example, right, like we
Speaker 1: could make this big tree justice just as an example
Speaker 1: that we could put it in another window and just
Speaker 1: like right, you know, and just like write something like
Speaker 1: you know, like new like New York City like branch
Speaker 1: for example. Uh, and then and then like I don't know,
Speaker 1: like la branch. Right, So like we have we have
Speaker 1: two cities where in one it looks like this and
Speaker 1: why it looks like this, right, and then like keep
Speaker 1: your food or like menu, Yeah, I guess food consistent
Speaker 1: across like yeah, across the entire chain, right, like entire
Speaker 1: food chain.
Speaker 4: I don't know. I'm just like I'm just coming up
Speaker 4: with this on the spot.
Speaker 1: But this like this is already waiting and you can't
Speaker 1: see my favor right now. Sorry, So you can see
Speaker 1: it right now. So I already put it here, right
Speaker 1: and you can see that we already have some start
Speaker 1: of an ad here. Now I'm just gonna copy copy
Speaker 1: the logo, put it right here, and we already have
Speaker 1: something interesting here, right, So like we already have like
Speaker 1: the best case scenario what we have here, and we
Speaker 1: have the worst case scenario what happened if you don't
Speaker 1: use epic base. So of course, like we still need
Speaker 1: to work on the headline, and these things take a
Speaker 1: lot of time, because like I would definitely like maybe
Speaker 1: go to like maybe go to Claude now, and I
Speaker 1: would just like probably give Claude this ad as it is.
Speaker 4: Right. You're gonna see the stab in a.
Speaker 1: Second, so I'll just put it as it is, and
Speaker 1: I would just ask it, like, can you generate ten
Speaker 1: more variations of this headline? Make sure you know, uh yeah,
Speaker 1: use like different leader yeah, leader devices, Okay, And then
Speaker 1: and then immediately I'm going to get a few more
Speaker 1: variations for this headline. So of course it's something that
Speaker 1: that you know that that we're going to play around with. Yeah,
Speaker 1: but like you know immediately like yeah, I know. It
Speaker 1: says like, uh, one kitchen creates all right, the other
Speaker 1: creates evidence or same recipes, ingredients, very different plates. Your
Speaker 1: recipes are begging for consistency across every.
Speaker 4: Location, right, sounds a little bit like ay I.
Speaker 1: Or like one branch shouldn't serve French tose, Like what
Speaker 1: if one branch serves French toes.
Speaker 4: The other one shouldn't serve disappointment?
Speaker 1: Right, So, like different stuff like this that that we
Speaker 1: could play around with to get to get that headline.
Speaker 1: So I think from these, my favorite one, Uh yeah,
Speaker 1: I think my favorite one is probably this one. Maybe
Speaker 1: I don't know, like this this could be a good option,
Speaker 1: so I can already change it to this one. And yeah,
Speaker 1: you know if if one branch, if one branch gets
Speaker 1: a standing ovasion, uh, but the other one, but the
Speaker 1: other one gets a health inspector, it's time to try
Speaker 1: epic base, right. So so so this is so I
Speaker 1: would say this is the most like basic and quick
Speaker 1: version of the add that we could create. Obviously, we
Speaker 1: need to work on the layout. Obviously we need to
Speaker 1: make it better, but I think like this is a
Speaker 1: really like the process live on how it should work.
Speaker 1: Uh So, yeah, what do you guys think? Does that
Speaker 1: does that match a little bit of what you do
Speaker 1: or or does that like with that direction work at all?
Speaker 1: I mean, of course we need to we need to
Speaker 1: polish that, but overall, I think it's already an interesting
Speaker 1: reaction that we don't really used. You know, we don't
Speaker 1: really see a lot of that stuff in B two
Speaker 1: B for sure.
Speaker 3: Yes, absolutely, I totally agree. And I have a lot
Speaker 3: of the creative process over here that you share it.
Speaker 3: So if I can just quickly look at the use
Speaker 3: case that Anca shared that it's all about the problem
Speaker 3: that they have a system that doesn't match what's on
Speaker 3: the shelf, and they over order the ingredients, they lose margin,
Speaker 3: et cetera. So like there are let's say B two
Speaker 3: B use case, not the reputational one. How would you
Speaker 3: think about this one?
Speaker 4: Got it? So?
Speaker 1: So same thing right, like the same thing we can like,
Speaker 1: I think this one is even easier, probably because we
Speaker 1: just need to think about the situation where we have
Speaker 1: too much or where they're ordering too much uh.
Speaker 4: Yeah, inventory for example.
Speaker 1: They're ordering too much food and then yeah, just like
Speaker 1: you said, like over ordering sporilage and all of that stuff. Right,
Speaker 1: So this is this is already like some very interesting
Speaker 1: visuals that we can go around and we can yeah
Speaker 1: and immediately, like.
Speaker 4: I would probably go to I'll just go to.
Speaker 1: Google and you know, and I would already look because
Speaker 1: I think this is such a such a strong visual hook. Right,
Speaker 1: So spoiled like like spoiled food. I know a lot
Speaker 1: of spoiled food, right, and let's see, Yeah, let's.
Speaker 4: See what and let's see what I get, right.
Speaker 1: Yeah, or in the rest or in the restaurant maybe,
Speaker 1: But like I feel like this is already an interesting yeah,
Speaker 1: so sort of an interesting hook.
Speaker 4: And and I think that, you know, like maybe we.
Speaker 1: Could show a little before and after, right, because like
Speaker 1: side by side is always an interesting way to sort
Speaker 1: of compare things and show a message very quickly. So
Speaker 1: maybe we could like show fridge with a lot of
Speaker 1: spoiled food.
Speaker 4: Right, So, like I don't know, like I.
Speaker 1: Think we need to we need to find the right
Speaker 1: images for that, but like we need to find an image, yeah,
Speaker 1: like maybe it's something like this, right, So yeah, so
Speaker 1: like maybe we could show something like.
Speaker 4: And I guess this is a paint.
Speaker 1: Like everyone who like ordered too much food like probably
Speaker 1: has seen like not not not anything that bad, but
Speaker 1: but you know, like something something.
Speaker 4: Similar to that.
Speaker 1: So like basically, and then we want you know, uh bean,
Speaker 1: uh empty fridge maybe and then yeah, you know, we
Speaker 1: want we want to show that we want probably wait,
Speaker 1: I'm going to show show the figment apps. So now
Speaker 1: we have this this one and we have this one,
Speaker 1: we have this comparison. Maybe on the right one we
Speaker 1: should show a fridge with a lot of nice food,
Speaker 1: like maybe that could be another option, But overall, I
Speaker 1: would write something like, you know, just something simple like.
Speaker 4: Like before.
Speaker 1: Before epic base and after base, right, So then I
Speaker 1: already have like those those two sides. And then like
Speaker 1: in the caption, right, I could write something like prevent
Speaker 1: over what did you call it? Yeah, like over ordering
Speaker 1: and spoiled right. So that's yeah, so like that's that's
Speaker 1: already uh sorry, so that's already a good you know,
Speaker 1: that's that's alreadys like some interesting visual that would grab
Speaker 1: people's attention. Maybe we could just focus on the before right,
Speaker 1: like rather than before and after we could just show
Speaker 1: it before. We could just show that and just uh,
Speaker 1: you know, like if we make those pictures like super artistic. Right,
Speaker 1: So like right now it looks pretty ugly and disgusting.
Speaker 1: But like if for example, we open we open Gemini
Speaker 1: real quick.
Speaker 4: Uh, and you know we kind of we kind of.
Speaker 1: This, and I'm going to gym and I real quick
Speaker 1: just to kind of work on this image.
Speaker 4: And I'll ask it, like, turn.
Speaker 1: This into an artistic still art photography image. Make the
Speaker 1: contrast striking and the colors strong and vivid. Right, So
Speaker 1: like maybe we could turn this into some sort of
Speaker 1: like art and make it like look a little even
Speaker 1: like a little bit more striking and interesting. So then
Speaker 1: so then we could get you know, so then the
Speaker 1: visual could be even better.
Speaker 4: I'll go back while it's generating.
Speaker 1: I'll go back to two figma, just like to work
Speaker 1: on the headline meanwhile, So I could write just something
Speaker 1: much simpler, right, just use a simple question headline like
Speaker 1: like overordering, write something like this. I'll make it maybe
Speaker 1: a little bit smaller it in the.
Speaker 3: Middle, even like Samson, even like your margin spoils the
Speaker 3: same way as your foot.
Speaker 4: Exactly. So now we're getting there. Exactly.
Speaker 1: Yeah, so your margins, it's spoiled, like your food something
Speaker 1: like this, Like we still need to think about it. Yeah, image, Yeah,
Speaker 1: the image is still generating, so we're gonna get that
Speaker 1: in a second.
Speaker 4: But I think like immediately we.
Speaker 1: Get h yeah, we get something that is a little
Speaker 1: bit more interesting and at first, like it's always easier
Speaker 1: to create ads on the negative side. So yeah, so
Speaker 1: like on on the positive side, we could also try
Speaker 1: to create something like with with beautiful you know, like
Speaker 1: with just like beautiful food photography or something that's that's
Speaker 1: in the fridge.
Speaker 4: Okay, so let's see.
Speaker 1: This is the image that I got that I got
Speaker 1: from Gemini. I think it's not perfect. I think like
Speaker 1: it's not it's not we wonder, but I think like
Speaker 1: it's already a little bit more artistic and we can
Speaker 1: already like paste it right here instead of the previous
Speaker 1: one just the second let's go here.
Speaker 4: And okay, okay, yeah, and already I think it looks
Speaker 4: a little bit more, a little.
Speaker 1: Bit more interesting, like a little bit more colorful and
Speaker 1: something that would grab your attention and just like not
Speaker 1: something that you.
Speaker 4: Would expect to see in an ad.
Speaker 1: So of course, like I'm not saying that like this
Speaker 1: would one hundred percent work, or like this is the
Speaker 1: perfect strategy, or this is align with the brain guidelines.
Speaker 1: Like when we're talking creative, that's the kind of stuff,
Speaker 1: Like that's the kind of process we want to go through, right,
Speaker 1: And just like and you saw how it also works
Speaker 1: together as a team, right, because I came up with
Speaker 1: this one andre at this headline, and then little by
Speaker 1: little we want to fill the cannabis with like dozens
Speaker 1: of those different idea is and then of course, like most.
Speaker 4: Of them would go like would be you know, we'd
Speaker 4: go to.
Speaker 1: Waste like this food, but some of them, like let's
Speaker 1: say five to ten would be actually good.
Speaker 4: So like if we sit like that for like.
Speaker 1: An hour or two, then you know, after after a while,
Speaker 1: after like trying all those different directions, maybe we're going
Speaker 1: to try to spoiled food. Maybe we're going to try
Speaker 1: the beautiful fridge. Like there's so many options, We're going
Speaker 1: to get something that looks uh yeah, that that that
Speaker 1: is actually created about like creative and alignment our strategy
Speaker 1: and and potentially would actually work.
Speaker 4: I see that.
Speaker 1: Alla just ask ask the question about uh copy is yeah,
Speaker 1: So so like, honestly, it really depends on you and
Speaker 1: and how you want to approach it. If if you want,
Speaker 1: you can first buy the you can first buy the image,
Speaker 1: the stock image, or find a free stock image. But
Speaker 1: you could just generate that af from scratch in Gemini, or.
Speaker 4: You could just take an image and just.
Speaker 1: Change it so much that would it would be different.
Speaker 1: It really depends, I guess, on how you want to
Speaker 1: approach that. Like some people are more sensitive to that.
Speaker 1: Some people just you know, take stock photos and just
Speaker 1: change them. So I think, like it's really up to you.
Speaker 1: I always try to support creators of images. And when
Speaker 1: I work with clients and I'm using a stock photo,
Speaker 1: even if I change it later with a I I
Speaker 1: I tend to buy it.
Speaker 4: But it really depends.
Speaker 1: I mean, if I find just a random photo in
Speaker 1: like Pinterest or something, then I would change it so
Speaker 1: much that it would just it just won't be recognizable anymore.
Speaker 4: And then yeah, and that and that's you know, the
Speaker 4: world we're living in right now.
Speaker 1: It's I think it's a big question about copyright and
Speaker 1: AI and how it works.
Speaker 4: But I think, like, uh, yeah, like I don't have
Speaker 4: a really good answer to that.
Speaker 3: I love it. I said a question from Chris what
Speaker 3: the sort of image that messages? Also what can be
Speaker 3: to be advertised? And I think Connas took epic base
Speaker 3: and this is the bit to bit product. Maybe it
Speaker 3: wasn't that clear, but that sell them to restaurants. So
Speaker 3: it's the pure B two B sass. I would maybe
Speaker 3: just add five cents to this question what I have
Speaker 3: heard from a few people, and you can share your such.
Speaker 3: I will be just citing one of the concerns that
Speaker 3: I have heard. So here's the first one. Our buyers
Speaker 3: a conservative. The procurement committee includes CFOs who haven't changed
Speaker 3: the system in indicat If I run a fun ad
Speaker 3: or let's say creative ad to these people are risk
Speaker 3: looking like I don't understand the world. So where's the
Speaker 3: line between creative that captures the attention and creative that
Speaker 3: loses credibility with enterprise buyer? So that's the first part, yeah,
Speaker 3: and the second the second as a follow up, Right,
Speaker 3: how do you get an internal buying for let's say
Speaker 3: this creative specially when your leadership and sales team, if
Speaker 3: they have strong opinions about what should professional creative, how
Speaker 3: should professional creative look? Like right, yeah, that's the second part.
Speaker 1: Yeah, okay, So I think I think these are great questions,
Speaker 1: and I would say that for the first part first
Speaker 1: of all.
Speaker 4: Yeah, like that's I think I think that's.
Speaker 1: Why we're having this conversation because obviously in B two C,
Speaker 1: nobody's doubting that ads should be creative, right, And and
Speaker 1: it wasn't like that always before, before the ninety fifties,
Speaker 1: ads were boring in B two C as well. If
Speaker 1: you if you look at some all that, you'll see
Speaker 1: that it's all pretty much like what we have in
Speaker 1: B two B right now, right, because people thought, you know,
Speaker 1: like if somebody's buying a car, that's a very serious purchase, right,
Speaker 1: you don't want to make fun of that. You want
Speaker 1: to show the engine, you want to you know, run
Speaker 1: a very serious add You don't want to do something
Speaker 1: like too crazy because they're buying a car. But then came,
Speaker 1: but then came a very interesting person called Bill Behrenbach,
Speaker 1: and he changed that, and he decided that he's going
Speaker 1: to start running creative ads for Volkswagen.
Speaker 4: And if you know those like classic ads.
Speaker 1: Like Lemon and things small and all of those, like
Speaker 1: old vintage ads, you can look them up. So these
Speaker 1: things actually changed advertising because people silently started loving that,
Speaker 1: right they thought, like, maybe we shouldn't just talk about,
Speaker 1: like just about the features all the time. Maybe we
Speaker 1: can you know, highlight the features, but also use interesting
Speaker 1: visual hooks, tell interesting stories, and also have some fun.
Speaker 1: But and you know, essentially B to B is the same.
Speaker 1: You know, if somebody can make a fun app when
Speaker 1: they're selling you know, one hundred thousand dollars car, then
Speaker 1: you can also.
Speaker 4: Make fun when you're selling expensive software.
Speaker 1: The biggest trick here is that you have to actually
Speaker 1: understand their world, right like joking. If you just like,
Speaker 1: you know, clowning around, then of course they're not you know,
Speaker 1: they're not going to take you seriously. But if you
Speaker 1: show them that you actually know your audience so well
Speaker 1: that you know that you actually can make ads that
Speaker 1: are not just like not just attention grabbing, not just
Speaker 1: like creative for no reason, but actually you know, relatable
Speaker 1: to them, something that they actually a pain point that
Speaker 1: they actually know, then they would actually appreciate that even more.
Speaker 1: And that's what I do for a living, Like that's
Speaker 1: that's the only thing I'm doing. Like I can show
Speaker 1: you I can show you like different send you later different.
Speaker 4: Examples of ads that I'm doing. That's also like what I.
Speaker 1: Showed at the conference. And each time we see that,
Speaker 1: we get better results, you know, more leads, better conversions.
Speaker 1: When we're doing something that is interesting, of course, like
Speaker 1: you always have to play around with Like you know,
Speaker 1: you don't want to be offensive, you don't want to
Speaker 1: you know, you want to find a way that is
Speaker 1: actually both fine for you and for them, Like you
Speaker 1: don't want it just to be a joke for you
Speaker 1: and then for them like nothing, but if it's actually
Speaker 1: relatable and interesting, because if you think about it, like
Speaker 1: when they see it on the toilet, they also scroll memes,
Speaker 1: they also watch TikTok.
Speaker 4: They do the same things that.
Speaker 1: All the people do, even if you know they're VP
Speaker 1: something at a company. So even then, like it doesn't matter,
Speaker 1: like you still want to make it fun and creative,
Speaker 1: and but you know, obviously really depends on the audience
Speaker 1: and and really requires like even more research than the
Speaker 1: usual land.
Speaker 3: Yeah, I thought likely. I was just thinking about some
Speaker 3: of our ABM campaigns and even for just targeting a
Speaker 3: list of accounts time to time, I use them. For example,
Speaker 3: they're all in a similar way to yours. Well, we
Speaker 3: just explaining to manufacturers, to European manufacturers that allocated outside
Speaker 3: of Eurozone, how the and how I export them a lot, right,
Speaker 3: how the currents reflectations I kill and the margins. And
Speaker 3: that was a kind of image of roller coaster. And
Speaker 3: we use this for three months and then for like
Speaker 3: ever engaged account received a direct mail parcel. Well, we
Speaker 3: also bought a Lego Lego roller cock roller coaster, explaining
Speaker 3: the same story, right, that you shouldn't be kind of
Speaker 3: your margin, shouldn't be relliant on roller coaster every single day.
Speaker 3: And I mean that was I can't say that like
Speaker 3: literally everybody replied to us, But those who replied, they
Speaker 3: had a lot of fun and they they were smiling.
Speaker 3: They remembered this during the discovery calls, et cetera. So
Speaker 3: I can't say that the conservative audience doesn't like, let's say,
Speaker 3: the creativity here. So I think we can look at
Speaker 3: the second example from all her, all her shared at
Speaker 3: another company. If you can look, if you can find
Speaker 3: it in the chat atbis dot com, I feel want
Speaker 3: I can just yeah.
Speaker 1: I see that amazing, So yeah, that's amazing.
Speaker 4: So I'm sharing the screen.
Speaker 1: You got to see that in the second Okay, cool,
Speaker 1: So expert development, expert delivery, and your tech powerhouse. So
Speaker 1: let's understand what else is happening here, because I still
Speaker 1: don't completely.
Speaker 4: Know what they do.
Speaker 1: So Fortune five hundred companies trust us to support existing
Speaker 1: technical solution and develop new ones to optimize costs at
Speaker 1: every stage. So basically I will also look at this
Speaker 1: expert delivery, your tech powerhouse.
Speaker 4: So I'd love to understand a little bit better.
Speaker 1: So that's a service business, right, Okay, service business, and
Speaker 1: they do just different software engineering stuff right correct? Okay, amazing,
Speaker 1: So like just different software engineering, yeah, software engineering as
Speaker 1: a service. Okay, So now it's clear we can see like.
Speaker 4: The different industries. Okay.
Speaker 1: And so that's so this is already this is already
Speaker 1: an interesting sort of thing that's happening here.
Speaker 4: So basically I would say that, you know, like like I.
Speaker 1: Think that this time we can just start with the promise, right, Like,
Speaker 1: what would be the main thing their airbis are promising
Speaker 1: to their customers? I guess that, you know, unlike anything else,
Speaker 1: they're promising that they would have like you know, person personalized.
Speaker 4: Or like maybe they spoke software engineering, right.
Speaker 1: Services, Right, so like you actually you know, you actually
Speaker 1: match them to the client, right, You're not just like
Speaker 1: you know, you're not just handing them software that they
Speaker 1: can use, and just like you know on board themselves,
Speaker 1: you actually making something that would fit them perfectly. So
Speaker 1: that's okay. So I think like that's already good sort
Speaker 1: of beginning to start with this promise, right, so rather
Speaker 1: than like starting with insights and just like you know,
Speaker 1: thinking about different situations. Well, first of all, we first
Speaker 1: of all just want to understand what is our promise?
Speaker 1: Like what do we want to advertise here?
Speaker 4: All? Would you say that? Would you say that like
Speaker 4: that's on point?
Speaker 1: Like would you say that this is something that you
Speaker 1: actually promise to customers? I make it a little bit
Speaker 1: clearer like this, what do you think I'm gonna write
Speaker 1: in the chat as well? Okay, so I don't see
Speaker 1: an answer from all over now, but I'll take that.
Speaker 4: I'll take that for now as a yes. Okay, So
Speaker 4: let's think what is yes? Amazing? Thank you all.
Speaker 1: I didn't leave you a choice, but let's think about Yeah,
Speaker 1: so now that we have this simple promise, let's think
Speaker 1: what's the opposite of this promise, Like if we have
Speaker 1: if this is the promise, then what is the problem? Right,
Speaker 1: So the problem is that I guess that companies get
Speaker 1: software that doesn't fit fit their needs.
Speaker 4: Okay, So here we.
Speaker 1: Have quite a different situation, right, And this is something
Speaker 1: that happens in B to B and software a lot
Speaker 1: because if you if like in the previous case, right,
Speaker 1: we had it was much easier to work with visuals
Speaker 1: because we had this whole like food universe.
Speaker 4: That we could work with.
Speaker 1: So no matter how much we would you know, go
Speaker 1: around it, eventually we would find something, you know, some
Speaker 1: sort of image or visual that would work for for
Speaker 1: us because it's for restaurants. So that's so that's in
Speaker 1: a way simpler. But here we can't really show like
Speaker 1: what does it matter? Like you know, what can we show?
Speaker 1: Like how can we show personalized engineering?
Speaker 4: Certain? This is right, Like even if you.
Speaker 1: Look on the website that we have like a lot
Speaker 1: of simple visuals like this or like, you know, stuff
Speaker 1: that we would usually see from software companies, because we
Speaker 1: can't actually actually show the software that easily.
Speaker 4: And that's a problem we're roll facing in B to B.
Speaker 4: So what's the.
Speaker 1: Solution and this is something that I really like to do,
Speaker 1: and this is called analogy ads.
Speaker 4: Right, So the solution is to find an.
Speaker 1: Analogy to that situation, right, to find something that is
Speaker 1: quite similar to that from from another like universe or space,
Speaker 1: and use that as our visual hook. So for example,
Speaker 1: let's think what else, like you know what else? M Like,
Speaker 1: somebody you know, like may need that you know that
Speaker 1: doesn't fit their exact needs right where they need something
Speaker 1: to be personalized or bespoke, and they get something that
Speaker 1: is just one size for everyone, Like I can immediately
Speaker 1: think of close, right, So so like I would, I'll
Speaker 1: go to Google and I would write something like you know,
Speaker 1: bet feeding.
Speaker 4: Clothes, right like okay.
Speaker 1: And then immediately I already get like this this interesting
Speaker 1: visual universe. So yeah, so like immediately I can get
Speaker 1: something like this, right, I think this is really an
Speaker 1: interesting visual. Of course, like we can make it even better,
Speaker 1: but I think this is already a good a good start.
Speaker 1: So I go back here and I'll make a new frame.
Speaker 1: I'll paste this image right here. Okay, I guess I
Speaker 1: would also like fill this background with something else just
Speaker 1: for a now, Like later, of course, we need to
Speaker 1: make it look more beautiful, but for now we can
Speaker 1: have it just like this.
Speaker 4: Then we could write something like.
Speaker 1: Okay, and then we can write something like, you know,
Speaker 1: if like I don't know, you're if you're software software.
Speaker 4: Is the right fit for for you? Call uh erabis.
Speaker 1: Right, So this is our This is like the this
Speaker 1: is like the first most basic version of our messaging.
Speaker 4: Right.
Speaker 1: So, so we have the image, but the line is
Speaker 1: not very good. Right, the line is kind of boring.
Speaker 1: It's like it's like it's like very straightforward. So I
Speaker 1: want to make it a little bit more interesting. And
Speaker 1: now what I would do here is I would use
Speaker 1: a copywriting technique that I called flipped phrases. So flip
Speaker 1: phrases is when I take a familiar idiom or phrase
Speaker 1: and I flip it and it's just like I take
Speaker 1: it as it is, but I change just one word,
Speaker 1: so you know, the phrase kind of seems familiar, but
Speaker 1: then you get a twist. So let me show you
Speaker 1: how it works. So, for example, we could take a
Speaker 1: phrase like one size fits all right, this is the
Speaker 1: original phrase, and then we could change it to one
Speaker 1: size doesn't fit all right, try our personalized.
Speaker 4: Software the services.
Speaker 1: Right. So this is so like this, this could already
Speaker 1: be something like we probably want to make this one
Speaker 1: bigger so people can see that right away, and then
Speaker 1: make this one a little bit smaller. Of course, we
Speaker 1: need to play around with the our direction heres to
Speaker 1: make it all work out, but overall, this is already
Speaker 1: much better. Right, So we went from this to this
Speaker 1: to this than this, and finally we have this. This
Speaker 1: is our very like basic digital sketch that we have.
Speaker 1: But already we have an image, we have a headline,
Speaker 1: and now we just need to work with a real
Speaker 1: designer or spend a little bit more time with AI
Speaker 1: to kind of put this all together into a nice layout.
Speaker 1: But you can see how quickly when you use analogies,
Speaker 1: how quickly you can get a new visual idea for
Speaker 1: something that is seemingly like it's very hard to show
Speaker 1: something like software services. So that's why, like, finding an
Speaker 1: analogy like that makes it way easier to come up
Speaker 1: with something that would you know, actually grab you know,
Speaker 1: attract people's attention. So this is yeah, so this is
Speaker 1: just just one example, but there are plenty of other
Speaker 1: analogies that we could use for that as well.
Speaker 3: Love it, thank you so much, and I see some
Speaker 3: nice feedback in the chat already. That's it'sn't it. It's
Speaker 3: just a simple framework rightly, this is not the precise
Speaker 3: copy that we go into use, but this is the
Speaker 3: logic behind how you can think about and obviously you
Speaker 3: can dive deeper into use cases or jobs to be
Speaker 3: done of specific but persona and then just depending on
Speaker 3: your let's say targeting and campaign that you are running, right,
Speaker 3: you can adjust that message and visuals are creative to this.
Speaker 3: But this is the kind of the mental model how
Speaker 3: to to think about that creation. So thank you so
Speaker 3: much for Loma. We have a couple of questions, so
Speaker 3: I will just copy them to the chat and we
Speaker 3: can cover them. So the first one from Emmy, how
Speaker 3: can you use fun ads on Google? Way you don't
Speaker 3: have full control over which headline and description serves with
Speaker 3: the creative and the ads get penalized for not having
Speaker 3: enough variety. So that's the first one.
Speaker 1: Yeah, so I think I think for Google ads and
Speaker 1: that's and that's actually something.
Speaker 4: That's uh that is.
Speaker 1: Super interesting for me personally right now because that is
Speaker 1: something I'm working on right now because I think that
Speaker 1: I think that uh, you know, like Google ads are
Speaker 1: very copywriting driven right, like there is so like it's
Speaker 1: it's it's all about copy And you know, a lot
Speaker 1: of people say that copywriting is dead and that I
Speaker 1: can just do it better than anyone now, But I
Speaker 1: think that there's a lot of like you can see
Speaker 1: a lot of brands that are doing super cool things
Speaker 1: with copywriting right now, and Google Ads is one of them. Like,
Speaker 1: there are so many things we can try. So I
Speaker 1: think that you know, the first thing we need to
Speaker 1: remember is that just like we did with visuals, right,
Speaker 1: just like, just like we did right now with analogies,
Speaker 1: for example, we could do the same thing with just copy, right,
Speaker 1: we don't necessarily just need we don't necessarily just need
Speaker 1: the visual We could just use analogies when we write copy.
Speaker 1: We could just use this phrase like like flip phrase
Speaker 1: like one size doesn't fit all.
Speaker 4: We could use that as part of Google AD.
Speaker 1: So there are a lot of options here, and if
Speaker 1: you think about it, there are so many different things
Speaker 1: that you can say. So when it comes to copywriting,
Speaker 1: you can use analogies, you can use right like you
Speaker 1: make things rhyme, you can use alliteration right when you
Speaker 1: start the same the same like when you say, started
Speaker 1: every word with the same sound, right.
Speaker 4: So for example, if we take.
Speaker 1: I don't know, like proton email right, so we can
Speaker 1: write some something like like you know, like swiss swift
Speaker 1: and safe right, something like that, So immediately the headline
Speaker 1: becomes way more interesting. So we could take a lot
Speaker 1: of different things like that and make them work if.
Speaker 4: We just use different copywriting techniques.
Speaker 1: And a few examples that I could give for different
Speaker 1: copywriting techniques is one flipped.
Speaker 4: Phrases, the one that I already showed you.
Speaker 1: I think I can take you a little bit just
Speaker 1: like because we're doing it more of a like session
Speaker 1: where we're hanging out and not like a proper presentation,
Speaker 1: So like I could take you a little bit behind
Speaker 1: the scenes into yeah, into a tool that I'm a
Speaker 1: new tool that I'm building right now for copywriting.
Speaker 4: So I'm not going to show you the tool itself,
Speaker 4: but I'm going to.
Speaker 1: Show you like my thing the library with you know,
Speaker 1: with different ads that I'm that I'm working. You know
Speaker 1: that I'm collecting like sort of my sort of my
Speaker 1: like all my categories and and my and my you know,
Speaker 1: swive file with a lot of ads. So you can
Speaker 1: see that there are a lot of different techniques that
Speaker 1: you can use. So for example, you know, even even
Speaker 1: if we're just going for this idea of like different
Speaker 1: point of view. Right, so here's here's one really good
Speaker 1: headline from Columbia, right, this jacket is a climate.
Speaker 4: Denial, right.
Speaker 1: Or you could uh check out this one from Corona. Right,
Speaker 1: So some cats have all the fun. So basically we're
Speaker 1: giving human traits to our product or its enemy, right.
Speaker 1: Or we could look at different you know, we could
Speaker 1: find different observations like nobody ever got fired for buying IBM,
Speaker 1: or they don't write songs about volvos. So basically, copy
Speaker 1: writing is a whole new universe that you know, that
Speaker 1: you can explore when you're doing Google ads and and yeah,
Speaker 1: and definitely like we could do another talk just about that.
Speaker 1: I can share this this overview of all of these
Speaker 1: ads because this is for a new product that I'm building.
Speaker 1: But once it's going to be ready, then I'll happily
Speaker 1: share that, like on my LinkedIn or wherever you or
Speaker 1: if you want to check out my newsletter, then then
Speaker 1: you can also like sign up sign up there, so
Speaker 1: like I can happily share that as well.
Speaker 4: Once it's ready right now, It's just still a work
Speaker 4: in progress.
Speaker 1: I didn't even plan to share it today, but you
Speaker 1: guys asked about Google that, So like, I think, I
Speaker 1: think this this was a good opportunity to kind of
Speaker 1: show you what what I'm working on, because I think
Speaker 1: this is a huge opportunity right now doing some creative copy.
Speaker 1: But yeah, like I think I'm gonna stop here because
Speaker 1: like I'm not actually giving you actionable dips without without
Speaker 1: real examples.
Speaker 3: Yeah, I love it. I also I also remember just
Speaker 3: one of the things that you shared it is the
Speaker 3: kind of making fun of of the trends or the
Speaker 3: hype that we're sorting right now. It just immediately reminded
Speaker 3: me about the campaign that fiver ran Ai just took
Speaker 3: my job and then just a small copy to the
Speaker 3: next level, right, so all because like we're hearing from
Speaker 3: ever a single corner of that, yeah, is just taking
Speaker 3: all of our jobs. So this is this is kind
Speaker 3: of another story, right how to like I think, just
Speaker 3: picking up something that is over hyped today and just
Speaker 3: play on it. It's it's another way to kind of
Speaker 3: use attention travers. One follow up question from Eleana should
Speaker 3: they be creatives look differently from regular BIT to b ads.
Speaker 1: Yeah, and and and just I'm definitely going to answer
Speaker 1: that in one second, just like before we move on,
Speaker 1: just just the technique that you just mentioned where we
Speaker 1: twist you know, something that kind of know from pop
Speaker 1: culture or from or from culture in general.
Speaker 4: So like could work the same way for arabs as well. Right,
Speaker 4: So like we could write something and I'm writing in
Speaker 4: the comments now.
Speaker 1: Like software engineering is dead, right, but it's not just dead,
Speaker 1: it's like dead, right, Like, so just just another option
Speaker 1: that this is the line I wrote for another company,
Speaker 1: But like this is a quick example of how something
Speaker 1: that we used to hearing all the time, right, software
Speaker 1: engineering is is dead or something like that. So it's dead, simple, right,
Speaker 1: So we take some phrase just like you describe to injury,
Speaker 1: and we add a little twist to it to make
Speaker 1: it more interesting. So just a lot of copyrighting technique
Speaker 1: that is optional. Let's move on yet to the second question.
Speaker 1: So should ab M creatives look different differently from regular
Speaker 1: B to b ads? So I think ABM ads in
Speaker 1: general it's one of the coolest opportunities we have in
Speaker 1: B two B because we have accounts that have so
Speaker 1: much money, right, Like Nike can't really do that, right
Speaker 1: because because you know, it's not worth it to target
Speaker 1: just one person or just one company when your product
Speaker 1: costs like one hundred dollars or less. But when it
Speaker 1: costs two hundred thousand dollars, then it's worth it.
Speaker 4: And this is one of the coolest opportunities that we have.
Speaker 1: So I think they shouldn't look in general, like different
Speaker 1: from regular B to B ads, right, we still want
Speaker 1: to have the same sorts of adsets. We still want
Speaker 1: to have like testimonial ads, like more creative and edgy ads,
Speaker 1: you know, like highlighting different.
Speaker 4: Features showing the product.
Speaker 1: Like, we still want to have very rich and diverse adsets,
Speaker 1: but at the same time, we want to make them
Speaker 1: even more personalized. So we want to you know, make
Speaker 1: sure that it actually solves their problems, their use cases.
Speaker 4: And the more budget and the.
Speaker 1: More time we have to spend on those accounts, the
Speaker 1: more interesting we can make it. Because think about it,
Speaker 1: if in the beginning we started with the simple thing
Speaker 1: of just coming up with ideas and insights for different
Speaker 1: industries and for different uh you know, job titles, then
Speaker 1: think how specific your you know, your ads could be
Speaker 1: and your insights can be and how relatable it can
Speaker 1: be if you think of one person or just like
Speaker 1: one company or one team at one company.
Speaker 4: So things can get way more interesting because.
Speaker 1: You know, you can actually know you know, I don't
Speaker 1: know if they're based in a specific city.
Speaker 4: You can make the visuals based on that or the
Speaker 4: references or the headlines. So there are a lot of
Speaker 4: options here. But I think that yeah, they should look.
Speaker 1: Different in general, but you have way more opportunity to
Speaker 1: be creative here.
Speaker 3: I love that. Actually, it just reminded me about one
Speaker 3: of the final ABM campaigns. While we use the advertisement
Speaker 3: a couple of few hours ago, what we have done,
Speaker 3: I'll just quickly show my screen and yeah, obviously I thought,
Speaker 3: I understand that not every company is going to do this,
Speaker 3: but we have a target and a big tech enterprise company.
Speaker 3: So we wanted to book a meeting with one of
Speaker 3: the strategic stakeholders because we had some engagement with let's say,
Speaker 3: potential champions and potential power users. But the sales team
Speaker 3: was trying to get to one of the strategics to
Speaker 3: takeholders who was exactly cituo at that company, and so
Speaker 3: we created one of like similar banners, not exactly like
Speaker 3: this one, but it was most wanted, you know, and
Speaker 3: just the most like I forgot the exact copy, but
Speaker 3: it was something like, if you guys are meeting with him,
Speaker 3: please make an intro to us, right, and then just
Speaker 3: the log of that company and our company. So, I
Speaker 3: mean it's not always the case, obviously, not an every
Speaker 3: single case you can use it. But in that case
Speaker 3: it worked amazingly. So yes, sometimes, Yeah, a bit of
Speaker 3: creativity it could be, could be adding a lot of value.
Speaker 3: Obviously you need to know when when to apply it.
Speaker 1: Yeah, that's something we can we can only be to
Speaker 1: b So I think that's that's that's a big advantage
Speaker 1: for us.
Speaker 3: Yeah. So for me, whenever I'm hearing that our space
Speaker 3: creativity doesn't work or whatever, I just think that it's
Speaker 3: often and I know, an argument or maybe an expression
Speaker 3: of a concern to be different. Right, So we're afraid
Speaker 3: to be different because nobody is doing this, and so
Speaker 3: what people would say, what our competitors would say, what
Speaker 3: our buyers would say. But the truth is that if
Speaker 3: I'm not standing out, then we're losing our print reputation
Speaker 3: in the long term, right, because otherwise we just become
Speaker 3: yet another vendor. So that's kind of the moral of
Speaker 3: the stutum. So we have a few more questions from
Speaker 3: our communities and guys feel free to to post questions
Speaker 3: in the chats. Yes, the recorded and will be aware well.
Speaker 3: So we usually publish it on our YouTube channel and Spotify.
Speaker 3: So I drop the link to Spotify and the chat.
Speaker 3: You can subscribe and would appreciate a lot if you
Speaker 3: can give us, if you can rate us there. We
Speaker 3: have a question from Mariam what are the most common
Speaker 3: mistakes when friends try to be fun and bitter?
Speaker 1: B M Well, I think that the most common mistakes
Speaker 1: are trying to be funny but not being funny, right,
Speaker 1: So I think.
Speaker 4: I think that's the that's the biggest problem.
Speaker 1: It's funny, it's not something like that you can definitely
Speaker 1: like that. You can necessarily teach that, you can try
Speaker 1: diven techniques, but I feel like it's also something that
Speaker 1: you need to have a feel for. But essentially I
Speaker 1: think that you know, if we're if you managed to
Speaker 1: be relatable, if you manage to actually, you know, touch
Speaker 1: your real pain point, and then you would always be
Speaker 1: in one way or another like at least a little
Speaker 1: bit fun, and then I think is just important to
Speaker 1: sort of lean into what we do well, right, Like
Speaker 1: we shouldn't try, like the biggest mistake I think is
Speaker 1: to try to do something that others are doing necessarily,
Speaker 1: because if one company is very good at funny skits
Speaker 1: and another company is very good at doing like fun
Speaker 1: billboards with copy, then I think, like, you know, we
Speaker 1: should just see, you know, what are the resources that
Speaker 1: we have, who do we have on the team, and
Speaker 1: what are they good at? You know, like if we
Speaker 1: have someone who's a great actor, maybe we could shoot
Speaker 1: some videos, or if we know someone who's working with
Speaker 1: great actors, Like depends on the size of the company,
Speaker 1: of course, if you have more budget that you can
Speaker 1: also outsource that kind of stuff. But you know, if
Speaker 1: we know that we have a bunch of great copy writors,
Speaker 1: then we should focus on doing that. If we know
Speaker 1: that our humor is usually like more intelligent and sort
Speaker 1: of sell, let's do that and not try to be
Speaker 1: you know, like just just too crazy. I think it's
Speaker 1: very important to just like, you know, just like in
Speaker 1: real life when we're when we have our brand, try
Speaker 1: to focus on the things that the brand is actually
Speaker 1: good at. And I see that all is also asking
Speaker 1: where's the line between good humor and not so good?
Speaker 1: So I think this is the exact reason why AI
Speaker 1: can't replace us yet, right, because if there would be
Speaker 1: something that we could actually like measure very easily, then
Speaker 1: I think AI would just be able to do that
Speaker 1: way better than us.
Speaker 4: But that's that's sort of the human the human connection
Speaker 4: and perspective that we have.
Speaker 1: So like we know our to our eat audience, we
Speaker 1: speak to them, we hang out with them, and then
Speaker 1: and then we just know what would make them laugh
Speaker 1: or would even make them smile in a real conversation.
Speaker 1: And that's the kind of stuff that we want to
Speaker 1: run in our ads because eventually advertising is just a conversation,
Speaker 1: just on a large scale because we can't speak to
Speaker 1: each person individually. So whatever would work in a real conversation,
Speaker 1: whatever you wouldn't write or say in a real conversation
Speaker 1: over lunch, we shouldn't use in our ads.
Speaker 4: So I think this should be like.
Speaker 1: Sort of the guiding you know that, Yeah, yeah, I
Speaker 1: guess like the mean guideline here.
Speaker 4: But then other than that, it's a matter of feeling.
Speaker 1: It's a matter of testing different things carefully and seeing
Speaker 1: what will works best.
Speaker 3: I also figure it out one maybe way, how can
Speaker 3: you identify what humor will resonate? And basically whenever you
Speaker 3: have client meetings? Right, Obviously I'm not talking about the discovery,
Speaker 3: cause maybe sometimes it happens and the discovery calls as
Speaker 3: well if you know the prospect, right. But quite often,
Speaker 3: when you're working with a client for some time, you
Speaker 3: have some level of relationships, so you don't just have
Speaker 3: a formal conversation with them. You can see the jokes
Speaker 3: they're making, or maybe the jokes that they're making internally, right,
Speaker 3: not necessarily addressed to you or when you are in
Speaker 3: the room. So quite often you can see the things
Speaker 3: that they are talking about that basically resonate with them.
Speaker 3: And that could an idea. What kind of level of
Speaker 3: humor if I call it that way, right, a's accept
Speaker 3: about at this company. So that could be another idea.
Speaker 3: So let's pick up the last question from help at
Speaker 3: the first, But so what the ads are currently performing
Speaker 3: best and why for consultants for example?
Speaker 1: Yeah, I don't like I don't think I'll be able
Speaker 1: to answer that question specifically because it's not like it's
Speaker 1: not like I don't really like to look at ats
Speaker 1: as like you know, side by side of ads are
Speaker 1: performing best, or like red colored ads are performing best.
Speaker 4: I think like the ads that are performing best.
Speaker 1: Just like Andrew said, it's it's ads that resonate with
Speaker 1: the way our users actually speak. And I think that
Speaker 1: another way to kind of, you know, to kind of
Speaker 1: dive into the humor of retarget audience is also something
Speaker 1: that I always do when I start researching. I always write,
Speaker 1: you know, my industry and memes. So if I'm working
Speaker 1: on an HR software would right HR memes. If I'm
Speaker 1: working on software engineering product, I would write, you know,
Speaker 1: software engineering memes, and I would kind of dive into
Speaker 1: this universe of their memes either on like on Google
Speaker 1: or TikTok or anywhere else, and I would see what
Speaker 1: kind of memes they're making for themselves when it's not
Speaker 1: even about marketing, and I would see what kind of
Speaker 1: humor is working, and maybe I could take borrow or
Speaker 1: something from there and use that to create an AD.
Speaker 4: So this is usually the approach that I take there.
Speaker 1: And I think that in terms of what ads are
Speaker 1: working best, I would say that for every industry is different,
Speaker 1: but I think that there is one If there is
Speaker 1: one thing that unifies everything that's working, at least for
Speaker 1: me and my clients right now, is stop that you know,
Speaker 1: you can see that there.
Speaker 4: Is actual effort behind it.
Speaker 1: Right because AI made it so easy to generate a
Speaker 1: bunch of slop, then you know that when we do
Speaker 1: something that you can actually see that it's either like
Speaker 1: well produced or you know, headline that we actually thought of,
Speaker 1: or a visual that is actually interesting. And by the way,
Speaker 1: when I say fun fun, it doesn't mean funny. It
Speaker 1: doesn't mean like comedy hilarious. It's just like something that
Speaker 1: is like slightly entertaining, something that is slightly unusual like that.
Speaker 4: That's it.
Speaker 1: So I think like stuff that you can actually see
Speaker 1: that there is craft behind it, and there is thought,
Speaker 1: and there is you know who created it, like the
Speaker 1: person created the actually actually cared about it. I think
Speaker 1: that's the kind of thing that works best. I know,
Speaker 1: Like that's not the perfect like analytical answer of like
Speaker 1: the specific formats and so on, but that's that's the reality,
Speaker 1: right because there's so many formats. There's video, there's static ads,
Speaker 1: and from what I've seen, when we have one message
Speaker 1: that works, it would work across all formats.
Speaker 4: No matter what. So it's not like video ads work
Speaker 4: better than static ads.
Speaker 1: No, it's like, if you have one message that works,
Speaker 1: you would work in both of those formats and as
Speaker 1: a gift as well and anything else as a Google
Speaker 1: ad or whatever.
Speaker 4: So yeah, I hope that. I hope that that helps.
Speaker 3: It was freelance. Thank you so might. I also dropped
Speaker 3: the link to Soma's profile he earlier shared in the
Speaker 3: chat link to his company on board dot com. If
Speaker 3: you are not connected yet, feel free to send a
Speaker 3: connection request because he posts really great examples on linked
Speaker 3: in the linkers in the chat and also next week
Speaker 3: will host our Minia webinar slash new episode of Full
Speaker 3: Final Life, sharing the update of full Finnal framework that
Speaker 3: we use to show marketing impact on revenue ninety days,
Speaker 3: the most popular b to the marketing challenge that we
Speaker 3: have been solved in on trying to find the best
Speaker 3: possible solution in the last three years. So with that
Speaker 3: being said, thank you so much for joining and for
Speaker 3: sharing the technique life. I think it was Freeland. I
Speaker 3: really enjoyed it and looking at the chat, it seems
Speaker 3: that everybody I love it. That's all join in.
Speaker 4: Thank you so much. Yeah, and it's soon.
Speaker 3: See you have a great day and see you guys
Speaker 3: next week. Chow.
Speaker 4: Thank you guys.