Thumbnail Strategy of a $1.2 Million Podcast & Doubling Active Users to 80 Million in Less Than 1 year.

[00:00:00] The strategy behind the $1.2 million podcast, Diary of a CEO and I will say that's from 2021.

[00:00:08] I'm sure now he's probably doubling that easy.

[00:00:12] Easy. A lot of people pay a lot of attention to the thumbnails even some creators say they

[00:00:17] first imagine the full thumbnail and title before they even create the video right?

[00:00:21] Is this going to be attractive enough for us to create if not worth it?

[00:00:25] Test, test, test and then invest.

[00:00:28] And we're also going to be talking about dual-lingos marketing playbook to two-ex, their

[00:00:34] active user base. Things like hey if you don't log into your Apple, kidnap your family

[00:00:39] type of deal right?

[00:00:40] Literally.

[00:00:42] Yeah, so look at how you have been personifying your brand is it you, you have somebody

[00:00:46] in your team are you gonna create some sort of fictitious personality again are you gonna

[00:00:51] grow to $1.2 million using this strategy?

[00:00:55] Who knows?

[00:00:56] No disclaimer, we don't promise anything.

[00:00:58] But hey, I'm Luis.

[00:01:00] And now I'm Luis.

[00:01:02] And you're listening to the content is Profit Podcasts.

[00:01:07] Jojo Jojo, what's up everybody?

[00:01:12] Welcome back to content is Profit.

[00:01:15] We are back here in the studio for a solo episode.

[00:01:17] Fancy Colton this morning he's like no guest today, no problem bro, I got you.

[00:01:22] That's right.

[00:01:23] I'm looking yourself.

[00:01:25] What are you guys talking about?

[00:01:26] We're talking about the strategy or part of behind the $1.2 million podcast, dire of

[00:01:34] a CEO and I will say that's from 2021 on an episode that he talked about that he said he

[00:01:40] was making 1.2 million.

[00:01:41] That's right.

[00:01:42] I'm sure now he's probably doubling that easy.

[00:01:46] Easy.

[00:01:47] Not only that but you know he has companies that he's an investor of that he promotes.

[00:01:53] The relationships that he has built.

[00:01:55] Yeah.

[00:01:56] I'm sure this podcast is probably anywhere between 4 to 5 million at the moment and we're

[00:02:01] also going to be talking about Duolingo's marketing playbook to 2x their active user base

[00:02:08] to over 80 million.

[00:02:11] I'll tell you something, they have not gotten Katie yet.

[00:02:14] She has not been learning Spanish on Duolingo.

[00:02:17] I feel like Katie would see their strategy and run the opposite way.

[00:02:22] There's a lot that we can learn from again, from both from this strategy.

[00:02:27] Again, are you going to grow to 1.2 million dollars using this strategy?

[00:02:32] Who knows?

[00:02:33] You know, this claimer we don't promise anything but there's a very good takeaway for

[00:02:38] you here that you can actually start implementing right now regardless of the size of your business

[00:02:43] and same with Duolingo.

[00:02:45] Right?

[00:02:46] Sure they have all the resources in the world but the main the key takeaway from this

[00:02:50] conversation you can start pretty much implementing from today.

[00:02:55] Right away, that's right.

[00:02:56] I'm excited, man, let's dive in.

[00:02:57] So the first example, you show it to me and this is maybe a strategy that we've kind

[00:03:02] of commented here and there.

[00:03:03] We've seen it.

[00:03:04] You know people testing, can we dive into it a little bit?

[00:03:07] Yeah, of course.

[00:03:08] Testing thumbnails on YouTube specifically.

[00:03:10] You hear creators like Mr. Beast.

[00:03:12] Like hey, we create XMN thumbnails and we test them out.

[00:03:16] We put it out to the world and see what people are reacting to and then we're learning

[00:03:20] from them and then you actually choose the ones.

[00:03:22] There are tools out there like two buddy for example, VIQ they led you A B test thumbnails

[00:03:29] and why the thumbnails right specifically on YouTube is because that's one of the entry

[00:03:32] points for your audience into your content right?

[00:03:35] They'll see the thumbnail will be attracted to it.

[00:03:38] They click on it and then they presented to your content right?

[00:03:40] Yeah.

[00:03:41] So a couple of the metrics that YouTube is looking for is click through rate right?

[00:03:44] That's the percentage of people that click on that thumbnail and watch your content right?

[00:03:48] Yeah.

[00:03:49] They go into your content and show if they watch it.

[00:03:51] And then the second one is retention right?

[00:03:53] Is your content good enough to retain them for X amount of time?

[00:03:56] Yeah, they watch time.

[00:03:57] So that's why the thumbnail a lot of people pay a lot of attention on the thumbnails even

[00:04:01] some creators say that they don't they first imagine the full thumbnail and title before

[00:04:07] they even create the video right?

[00:04:09] Is this going to be attractive enough for us to create if not worth it?

[00:04:13] Yeah.

[00:04:14] I said that I want you to put in between your ears in your brain and cement this.

[00:04:19] I think this is very important.

[00:04:21] We share this now with our clients every time I'm on a call with them.

[00:04:25] I tell them asymmetric effort right?

[00:04:28] And asymmetric effort what means is a more span majority of your effort where most people

[00:04:33] spend majority of their time, which is on their thumbnails and on your hooks right?

[00:04:39] If you don't get people's attention in the first three, five seconds of the video, people

[00:04:44] are going to fall off and all that effort that you put in the rest of the video is going

[00:04:48] to worth zero nothing.

[00:04:50] So asymmetrical effort means put more effort where you're going to have majority of people

[00:04:55] right?

[00:04:56] In copyrighting for example, that would be on the headline great copywriters spend so many

[00:05:02] times they do so many variations of their headlines and sure of course they put effort

[00:05:06] and they're craft into the rest of the copy.

[00:05:09] But majority of their efforts going to be focused on the parts of the people are going

[00:05:12] to spend the most time in same with your content asymmetrical effort spend the most amount

[00:05:18] of effort and time investing into the thumbnail into the hook things where majority of

[00:05:26] people are going to spend their time consuming.

[00:05:28] And then you can go ahead and create the rest.

[00:05:32] So here's the deal like Luis, how does this apply to me?

[00:05:34] Obviously, maybe you have a podcast.

[00:05:38] Maybe you already have before that before you dive into that we didn't fully explain

[00:05:43] his strategy.

[00:05:44] I know which I'm setting up so we can go explain the strategy right?

[00:05:49] Obviously the example that we just talked about was people pre-think their thumbnail before

[00:05:53] we go to you go do create the content and this is mainly like creators are doing entertainment

[00:05:59] type of content for example.

[00:06:01] So let's say you have a podcast, you run a B2B, you collaborate with people on that way.

[00:06:06] Well it's very hard to figure out like why are we actually going to talk about and we've

[00:06:10] talked many times that if you script the thing and we're going to talk about this topic

[00:06:13] right?

[00:06:14] It might not be the most fluent or exciting conversation for the host, for the guest

[00:06:18] and hence for the audience.

[00:06:20] So how do we flip the script right?

[00:06:22] To where with a long form piece of content we can still take the data and the juice

[00:06:29] of what people are attracted to.

[00:06:31] This is why tactically what fans are about to explain it's really exciting and it's something

[00:06:37] that you can try at home and we're going to dive into how can you do it?

[00:06:42] Quick heads up, parenthesis.

[00:06:44] I'm not counting your ass today so you're lucky.

[00:06:46] Yes.

[00:06:47] Let's go.

[00:06:48] So let's dive into the strategy again.

[00:06:50] We talked about A, B testing a lot of people use tools like TubeBody, V.I.Q.

[00:06:54] Now Steve Barlett, which is the host of Dairy of A CEO.

[00:06:58] If you haven't heard that podcast go ahead and listen to it.

[00:07:00] It's absolutely amazing.

[00:07:02] He talks with a lot of great experts.

[00:07:04] He has a little bit of a different approach to the A, B testing.

[00:07:08] Now caveat he has lots of resources, has a huge team.

[00:07:13] I think he has one or two people just dedicated to his trailers only on the podcast and he

[00:07:19] has people that are strictly dedicated just to creating thumbnails.

[00:07:24] Now quick plug here, remember the six levers on your creation side of things and then

[00:07:32] the publishing pyramid.

[00:07:33] What are your resources on creation, production and distribution?

[00:07:35] This is where we talk about this.

[00:07:37] That's how it fits in the model.

[00:07:38] Point is the strategy works.

[00:07:40] Now you get a scale down to your own resources and capacity that you have.

[00:07:46] So what he's doing here is he's not limiting himself just to TubeBody and V.I.Q because

[00:07:51] those platforms are A, B testing once the video is already published.

[00:07:57] So he wants to have a winning thumbnail before he actually pressed publish on YouTube so

[00:08:03] he can maximize the amount of people that are going to click, maximize his click through

[00:08:08] rate.

[00:08:09] Therefore you to rewarsen with more views show him his video to more people.

[00:08:14] So what he's doing is he's actually have like a hundred different variations of a thumbnail

[00:08:22] that of the podcast that he's going to be releasing that week.

[00:08:24] By the way, he's not exaggerating.

[00:08:26] There's actually a hundred variations of this stuff.

[00:08:28] If you go to Facebook at the library and you look for Stephen Barlett, you're going

[00:08:32] to see all the ads that he's currently running for his next podcast.

[00:08:36] At the time of this recording, he's promoting it.

[00:08:39] The podcast with Andrew Bustamante and his literally hundreds of variations.

[00:08:44] And what he does is he is just promoting the thumbnail.

[00:08:49] It's an image of hundreds of different thumbnails, right?

[00:08:54] Actually they're very similar looking.

[00:08:56] The style is absolutely the same but the thing that says on the thumbnails that catches

[00:09:00] people's attention is different.

[00:09:01] I'm going to read maybe two or three example one says how to be a good liar.

[00:09:07] That is one of the variations and the next one says get people to do exactly what you

[00:09:11] want them to do.

[00:09:12] So he has hundreds like this.

[00:09:16] He puts a small budget into each one of them, smaller campaigns and then he runs them promoting

[00:09:21] first the podcast if people click on the link they're going to be taken to the YouTube page

[00:09:25] and they can subscribe so it's already a win.

[00:09:28] You're already building awareness for your podcast but this is where the juicy thing comes

[00:09:34] in which is he's going to realize which one of those ads has a better click through

[00:09:39] rate.

[00:09:41] That winning ad he then turns it into the thumbnail.

[00:09:46] So when people when he launches and he publishes the podcast on YouTube, he's going to launch

[00:09:51] it with a winning podcast proven to catch people's attention and to get people to take action

[00:09:57] and click on it.

[00:09:58] So good.

[00:09:59] So good.

[00:10:00] Now again, you might be saying but this guy has millions of dollars.

[00:10:05] He has lots of resources.

[00:10:06] He has the team.

[00:10:07] How am I going to do the same thing?

[00:10:08] You can scale it down.

[00:10:09] You can need 100 different thumbnails.

[00:10:12] Sure, that'll be absolutely amazing.

[00:10:14] By the way, we're going to put a screenshot here on the screen of maybe an example of those

[00:10:18] ads here where it's like production wise is very simple.

[00:10:23] It's very simple.

[00:10:24] It's solid background.

[00:10:25] You have the face of the guests and then you have your title.

[00:10:28] And there's methods where you can use tools like Canva for example where you can do

[00:10:33] a template type of deal and then all you got to do is change the title.

[00:10:37] I'm sure that's what they do.

[00:10:38] They have a main piece and then they obviously your team or whoever is going to do that is

[00:10:44] going to find an efficient way.

[00:10:45] Hopefully they found an efficient way to do this.

[00:10:47] Now if it is you doing it, you don't need to do 100.

[00:10:50] You can start by testing too.

[00:10:51] You can start by testing maybe five and you don't need to be spending hundreds of dollars

[00:10:56] on this.

[00:10:57] You can put $10 behind each one of them if you're doing five.

[00:11:01] That is 50 bucks.

[00:11:02] Can you spend 50 bucks into creating awareness for your podcast?

[00:11:07] I've been new subscribers to your podcast and at the same time figuring out which one

[00:11:12] is there I thumbnail for you again, asymmetric efforts spend effort and resources upfront

[00:11:18] on the part that most people are going to consume so you can maximize your results.

[00:11:24] I freaking love this and as we're going through this obviously you know, full transparency

[00:11:29] I don't think today we have the resources to run a hundred of these ads but I think

[00:11:32] we can start testing for at least like one episode a week where we can start doing something

[00:11:38] like this.

[00:11:39] I think that would be a cool experiment to run on our side internally.

[00:11:42] Obviously, you know, we follow this guy for quite a while.

[00:11:44] You have followed this guy for quite a while and there's some things that he doesn't

[00:11:48] show that we've done on our show and our clients so that works.

[00:11:52] So we're like perfect model what works right?

[00:11:54] So on your side as a creator or as a creative director of your company if you're in that

[00:12:01] role what are other companies or other creators doing that are working right?

[00:12:06] Look at the successful publishing side of things.

[00:12:08] So obviously I'm very excited for this specific tactic because it's very doable, right?

[00:12:14] A lot on YouTube the YouTubers talk about testing it inside of YouTube because that's their

[00:12:18] platform but as a podcast you're multi-platform right here on the audio side and then obviously

[00:12:23] that's a title that also can be the title of the podcast itself because it's maybe it's

[00:12:29] not just a picture is also what we say inside of that.

[00:12:33] And but anyways, I just want to I think this is super cool where we can start testing

[00:12:38] it out internally for us and I'm excited to see what comes out of it.

[00:12:44] Any other.

[00:12:45] I'm excited too.

[00:12:46] I'm excited too.

[00:12:47] Yeah, I'm excited too.

[00:12:49] It's definitely a great strategy.

[00:12:51] I don't think I've ever seen it before.

[00:12:54] Now the key takeaway this is actually that we've been saying for a while is test, test,

[00:12:57] test, then invest.

[00:13:00] Right?

[00:13:01] That was actually part of our first published empire made guide that we created that had

[00:13:07] a little workshop site on the back and one of the key takeaways was that was test test

[00:13:11] test and then invest.

[00:13:13] Here's a cool test.

[00:13:15] We talked about the long tail of your content, right?

[00:13:17] Like the content that you have published and people continue to download, right?

[00:13:20] On the audio platforms, that's very common.

[00:13:23] We have episodes out for the first seven, thirty days.

[00:13:25] You might not be top performers, but because of the title people are searching for that

[00:13:29] specific content, that specific person that comes into it.

[00:13:32] They continue to gain downloads on the back end, same with YouTube, right?

[00:13:36] We have a couple episodes that they continue to perform really strongly.

[00:13:42] So I'm curious running this not only for your new episodes, but also for your older episodes

[00:13:49] that might not be performing as good, running that and then updating the thumbnails and updating

[00:13:54] the titles inside of YouTube, maybe can give them a second life and people can start downloading

[00:13:59] those.

[00:14:00] That's a good reminder.

[00:14:01] There's actually a creator.

[00:14:02] I forgot his name right now, but he runs a channel called Film Booth and he is one, I

[00:14:08] would say, of the leading education creators out there on YouTube.

[00:14:13] And he scores.

[00:14:14] He actually sells a course that the whole premise is creating incredible thumbnails to revive

[00:14:22] some of your content.

[00:14:23] While a lot of his testimonials are people coming back and saying, I had this great video

[00:14:30] I spent so much time creating, but if flopped, I changed the thumbnail.

[00:14:34] All of a sudden is gaining so much traction.

[00:14:37] That is correct.

[00:14:38] Maybe we can do the same exact thing with the podcast.

[00:14:41] We have some incredible guests that have been in contentist's profit, right?

[00:14:44] And it's such a service that we cannot present that or do our best for people to listen.

[00:14:50] The advice of these people are giving on the show.

[00:14:52] So that's all to do personal for us.

[00:14:56] We're going to grab maybe the five episodes that we want to do this with, create a few

[00:15:02] thumbnails for them and then run this strategy.

[00:15:04] I love it.

[00:15:05] Let's move on to the next topic.

[00:15:06] Do you remember what it was?

[00:15:07] Oh yeah, baby.

[00:15:09] The dual-lingo app that teaches you different languages, specifically Spanish, talking to

[00:15:14] you, Katie, my wife.

[00:15:17] We came across a bunch of content not so long ago about what they're doing strategically

[00:15:24] to increase the subscribers, right?

[00:15:26] And it's a massive number of users.

[00:15:29] It's insane.

[00:15:30] The app is insane.

[00:15:31] There are social media.

[00:15:32] It's insane in the actual sense of the word as we were the heck.

[00:15:36] They're running wild.

[00:15:37] Yeah, they're running wild.

[00:15:38] But you know, we're going to share how they grew two times their active user base.

[00:15:43] They grew it from 40 million active users to 80 million active users in something like

[00:15:50] two years, which is out of this world.

[00:15:53] But I want to share a little bit of the story because I think it's also an interesting story.

[00:15:57] The founder is actually a Guatemalan entrepreneur and he sold, he actually created a recapture.

[00:16:02] Those little things where you put the letters on Google that are very annoying when you're

[00:16:05] trying to sign up, right?

[00:16:06] That they think you're a robot?

[00:16:08] Well, he created that and he sold it for like 10 million.

[00:16:10] Well, the article quotes somewhere between 10 million on 100 million.

[00:16:15] That's a big gap.

[00:16:16] That's a very big gap.

[00:16:17] But later on he came up with the genius idea of starting to a lingo and he got founders

[00:16:21] like he had investors like Tim Ferris and Ashland Kutcher some big investors in there.

[00:16:27] Now fast forward to 2014 they're raising 20 million dollars and they have 25 million

[00:16:35] registers users pretty, pretty good.

[00:16:39] But it's in their growth has been insane since then they now have 500 million users actually

[00:16:46] that was by the end of 2020.

[00:16:47] So now they might have more 500 million users and now they have 83 million active users.

[00:16:56] That is absolutely bonkers people that are literally logging into the app.

[00:17:01] I think it was at least those 83 million people were once a month but they have 24 million

[00:17:08] people that they sign up into the app that they log in every single day.

[00:17:13] And this is not to play games, this is actually to learn a language.

[00:17:16] That's to learn a language and well obviously they've done multiple things for their success.

[00:17:21] Part of it is game if I am the app if you never use dual lingo.

[00:17:24] It's a fun app to use personally.

[00:17:26] I don't know how much it actually teaches you a language.

[00:17:30] But if people keep coming back, it must learn it.

[00:17:35] I have a preference.

[00:17:36] I use one called Pimsel is I think it's better dual lingo.

[00:17:40] I'm sorry about that but lately they've been doing marketing what is called unhinged

[00:17:46] marketing on TikTok specifically which is straight up weird.

[00:17:51] It's meme heavy.

[00:17:53] They do a lot of memes but it's just I get straight up weird you see these things and you start

[00:17:59] laughing, you're like what the heck?

[00:18:01] The one that I saw the other day was their mascot dual right and it was portraying a

[00:18:08] bouncer on a club and the people to get into the club they had to show them their streak

[00:18:14] meaning how many times they've been doing dual lingo in a row.

[00:18:19] They used it and one of them didn't have it and he's like no you're out kicked out

[00:18:24] and then this is like the dual it's just raving out there.

[00:18:27] I get something super random, super weird but I saw it.

[00:18:30] I laughed.

[00:18:31] I showed it with you and I was like this is awesome.

[00:18:34] Then I started going through their whole Instagram is just again.

[00:18:38] I don't have any other words straight up weird.

[00:18:40] Things like hey if you don't log into your abble kidnap your family type of deal right?

[00:18:44] Yeah, literally yeah right the comments you hear the comments on people are like please

[00:18:49] please don't please don't hurt my family.

[00:18:52] I promise I'm gonna log back in right and they have so much engagement it's absolutely

[00:18:56] amazing to see and honestly is you know you would imagine brands like that would be all

[00:19:06] about being professional right about all right we're gonna keep it all super brand

[00:19:11] they did a big shift because they weren't like this.

[00:19:13] Well we're they shifted and now I think this is actually a better brand and they're catering

[00:19:17] to younger people as well.

[00:19:18] And again elements right like lean towards the polarization side of things right?

[00:19:23] Like they obviously their main objective is getting people to use and be active on the app

[00:19:27] because they're gonna provide the result of their product which is learning a new language right

[00:19:31] so for that to happen people need to use the app so how do we get people to use the app

[00:19:36] before that how do we get people aware of the app that the app is actually on their phone because

[00:19:41] you know it's happened to me right for example you know I want to refresh on my Italian

[00:19:45] so I downloaded the app I did a couple sessions but then you know life happens and then you forget

[00:19:49] to use it.

[00:19:49] How do we re-engage those customers that are already there those users that are already there

[00:19:54] and gain new ones?

[00:19:55] Well it's all about the attention so how do we get the attention so for them this strategy was going

[00:20:00] hey let's go full polarization full on hinge right you know culture references meme references

[00:20:07] you know crazy jokes and things where it will start the conversation right you have people

[00:20:13] that are gonna love it like us for example right we're like oh this is actually great we go towards

[00:20:17] the side of the comedy right maybe darker comedy maybe a little bit right yeah I mean they

[00:20:22] have I'm gonna be honest I saw some of their posts that I was like add this is just straight

[00:20:26] of weird yeah add doesn't really call to me but some of them right it's memorable yeah some of

[00:20:30] them are pretty funny but you remember right I downloaded the days like okay how consistent can

[00:20:35] we be with this like how frequent can we be with with this because you're gonna get winners you're

[00:20:39] gonna be piece of content or engagement side of things there are not gonna be winners and that's

[00:20:43] okay right and then you're gonna have the people that really love it or remember it and then

[00:20:47] you're gonna have the people that might not love it and might not remember but guess what they're

[00:20:51] not your ideal clients right because then these people might reignite the relationship with you

[00:20:55] under company so you know as we're walking and talking about these episodes I told you I'm like

[00:21:00] I would love to see the pitch of the person that had that idea to the CEO right yeah and we made

[00:21:07] a mission we made a mission to actually find out who is their main creative out there I do a

[00:21:14] little we're gonna bring them to the podcast hey this is like taken we're gonna we're gonna find

[00:21:20] you and we won't kill you but we'll bring you to the podcast so there's a principle in this yeah

[00:21:27] right again sure they have probably a huge creative team that is making all this stuff possible

[00:21:34] how can we bring it down to us to our brands and the principle for me is personification of a brand

[00:21:40] and I wrote something about this recently but pretty much you want to personify your brand

[00:21:47] so people can relate to you right you're gonna have a set of values your company's gonna have

[00:21:51] a set of values those are portrayed through your persona that you're putting out you know through

[00:21:57] your brand and people are gonna relate to that and they might become customers of yours there's

[00:22:03] plenty of examples of this right there's companies that their founders are the main persona for

[00:22:09] example Gary Vaynerchuk or or Moisey you got click fondles with Russell Bronson reddors

[00:22:15] a lot of those I feel like those are the the most cost effective ones the main ones to start right

[00:22:20] their founders they know their values they know exactly what they want who better yeah to speak

[00:22:25] of the company than they are now you have brands like dual-ingle which have a fictitious character

[00:22:31] like duo or geico with the little lizard but then again did they get go yeah lizard get go whatever

[00:22:39] but then you also have influencers huge huge brands you know that maybe they stood test of time

[00:22:47] they've been out there for a while and for them you know their CEO might be somebody doesn't really

[00:22:52] want to be on screen but guess what they got plenty of resources to go and hire somebody with

[00:22:57] similar values that can be a good face for the brand and you know they sponsor them good example

[00:23:04] that comes to mind is ninja with you know rebel rebel wanted to go into the gaming industry

[00:23:12] and they went on and sponsor ninja and again it's happened with in all their industry with multiple

[00:23:19] multiple people now another one that I think we actually discussed this one in an episode of

[00:23:25] Condon's profit with Ben Brebbery episode 340 which is internal personalities maybe you as a

[00:23:31] founder you don't want to be the personality but you have somebody in your team in the leadership

[00:23:36] team that they have a great personality they do represent the values of your company right and

[00:23:41] they know the message and they know how to communicate that to the audience so they could become

[00:23:47] that personality of your brand again there's multiple ways on doing this and you can always

[00:23:53] bring him back down to you but at the end of the day your brand needs content right you need to be

[00:23:59] creating content consistently and you need to be thinking about okay what is this personality that

[00:24:04] we put in front of the audience right what are the values what is her core message right and

[00:24:10] again don't try to appeal to everybody because if you try to appeal to everybody you appeal to

[00:24:13] no one that's why Duolingo they're on hinge and they're unfiltered and they're polarized in as heck

[00:24:20] because that attracts more attention and sure in that process you're gonna segregate some people

[00:24:27] that might be interested in trying to your audience but you want people that are gonna be

[00:24:30] faithful to your brand people you want 24 million people that are gonna log in daily do you want

[00:24:36] some carons in your audience you want some carons in your customer base I don't think so no one

[00:24:42] care in my customer base there you go so you can just you know be polite seeing your message again

[00:24:47] as long as it is aligned with your values and your core message that you want to express to your

[00:24:52] audience my personal opinion here is obviously you know you have these big companies some of them are

[00:24:57] taking these risks right and they're and they're leaning on to strategies like this one or tactics

[00:25:01] like this one and he's paying off and it's gonna be really good and and it's a great example for

[00:25:06] others but I also think that smaller companies and smaller creators have an edge to be able to do

[00:25:12] this and adapt faster than bigger companies right you you might have a smaller team maybe you are

[00:25:17] the decision maker right and then you can make that decision today and be like perfect from next week

[00:25:23] this is how we're gonna communicate based on our values and what we want and the product that we

[00:25:27] have and how we do it right so you know earlier today we're talking about can we do on our specific

[00:25:33] example right I run a specific value proposition of one of the episodes through a chat GPT and be

[00:25:39] like hey chat GPT let's see how funny you can be right right a skit about a minute right not too funny

[00:25:45] not too funny I laughed at the end I thought it was hilarious but the builder was a little slow but

[00:25:50] anyway and I read it to fancy we need to fit we need to fit them the episode that we did with

[00:25:55] Mike free so it learns that people need to laugh every 30 seconds yeah but but here's the point

[00:26:00] it's like okay can we try a new piece of content that resonates with us right obviously we like

[00:26:04] comedy we like to be funny we like to laugh right how can we relate it to the the wins that we can

[00:26:09] provide to our audience for example and then how can we create something that's really unique

[00:26:13] and see what happens obviously there's gonna be people like oh this was cringes was horrible

[00:26:17] like I don't like this guys don't do it anymore there's gonna be people are gonna laugh or

[00:26:22] the people are gonna be you know loving that jokes like me and they're gonna be like this is

[00:26:25] actually great but at some point there's gonna be you know there's gonna be that engagement

[00:26:29] there's gonna be something like that so maybe that's something that we do again we have to align

[00:26:33] it with you know our levers and our publishing premium and resources and things that that we do

[00:26:37] internally but mate start thinking about those ideas on how can you lean into strategies and tactics

[00:26:43] like the ones that we talked about today for your advantage because you're already in

[00:26:47] opposition to gain a lot of ground very fast and capitalize on it very quickly yeah so let's recap

[00:26:55] on today's episode first what strategy you can do to build your podcasting brand and it is a test

[00:27:04] test then invest right we talk about a b testing specifically on facebook before you drop your

[00:27:10] episode so you have a winning thumbnail so you can maximize that click through rate and the

[00:27:17] attention that you're getting as soon as you launch your podcast and then the second one we talked

[00:27:23] about the duallying go marketing playbook to two x or active user base and the principal there was

[00:27:30] to personify your brand so look at how you have been personifying your brand is it you do have

[00:27:36] somebody in your team are you gonna create some sort of fictitious personality right but at the

[00:27:41] bottom line at the core of this you need to understand what are your values what is your core message

[00:27:47] that you're trying to communicate with people and don't be afraid to be polarizing so good this

[00:27:54] was pretty good absolutely love today's episode lots of fun I like when we do this once I really do

[00:27:59] and if you are looking to fully blow the creative potential of your brand make sure you hit a

[00:28:08] sub on the dm at bs brosco we can help you set up the systems right to create consistently

[00:28:15] and we can provide you with also resources to make your brand look super nice and tasty nice and

[00:28:22] tasty nice and tasty maybe nice and tasty with that say guys thank you so much for

[00:28:30] tuning to the content's graphic podcast go ahead and follow the show in your favorite podcast

[00:28:34] and platform and on social media at bs brosco that is rana if today's episode help you move one

[00:28:39] step closer towards your goal please don't forget to share it and comment whatever I forgot what

[00:28:46] it comes here but you know just just do something positive and we'll see you in the next one bye

[00:28:51] stay care