Speaker 1: (00:00)
You're listening to path to purchase a podcast for passionate and committed business owners and marketers, Oli Billson and Tom breeze are here to give you the tools and knowledge you need to grow your business and take decisive action. Welcome to the episode.

Speaker 2: (00:14)
Hey everybody, how are you doing? It's Oli Billson here and I am with mr Tom breeze. Hi guys. How are you doing? It's good. It's like a film star introduction. So, I'm, I'm super pumped and excited. Pumped is very American by the way. The clothes, they're going to have stoked that's in Australia so I have, I am super excited to talk about, today's topic, in regards to how you as an agency go about, really putting together some of the best probably world-class campaigns for, lots of business owners and other marketers, that are getting real world results right now. And the thing that's always fascinated me about this is, is that you've actually put together a kind of a framework and methodology if you want, which enables somebody to actually, probably on the back of this conversation go, go away.

Speaker 2: (01:18)
And actually take some action, which is what this is all about, really and also probably help you explain that to potential clients, exactly what happens because it's kind of like black magic to me. This whole YouTube thing is even now even knowing the, the great results you're getting for lots of people so let's kick off a little bit. I mean, I've got a bit of an insider's look on, what you're actually doing and the results you get in, which are pretty amazing but for, for everybody listening, kind of just kind of starts at the beginning really, in fact, just for some context that people, I think before we dive into the framework and methodology, let's talk a little about the state of YouTube advertising as it is right now as of recording this. This is podcast.

Speaker 3: (02:05)
Yeah. Okay, cool. So, it was a while ago, probably a couple of years ago when I first started getting started with YouTube ads and that was really in the early days, no one really knew what they were doing. It was almost like a separate pop ad words as well. So it was very much felt like you had the YouTube side of things and then it's like the ad words is a completely different ball game altogether. They very much merged now, in the early days it was like dirt cheap, dirt cheap. It was like sentence per view, or even 1 cent per view. And that would be like, you can scale up massively on that because it just knows no competition cause it works off that the bidding Wars basically. So who's prepared to pay more to appear in front of different videos, et cetera or at the top of the search results, on, on YouTube.

Speaker 3: (02:48)
But there's, there's kind of several layers to the depth of where you want to go with, with YouTube advertising because you've got one layer which is like, Ryan, let's just get started. Let's show some pre reliance on YouTube for example, and get my ads up. Then it's difficult to get that started because you've got to create a video. You've got to learn how to promote it and get it out there and things but it's really, really effective if you kind of learn it or you get someone else to do it for you, you should be able to get some really, really good results if you know how to create the video properly, which you've talked about already in the podcasts and also if you're able to target your audience correctly as well. I mean, you've got to bear in mind that on YouTube people are in search mode.

Speaker 3: (03:27)
They're looking for information and if your audience are doing that, great, you can get in front of them. If your audience aren't doing that or it's not quite right, then it's a bit more difficult to get in front of your audience so there's a, we'll talk about that in a moment actually, cause that's part of the framework that we talk about but the, the beauty is, is that there's that layer which I often talk about in podcasts and talk about with like, people that are new to YouTube for example. But there's a, there's another layer which is really interesting, exciting. It's still not that complex really in terms of the conceptual side of things, but more a case of like, wow, it does that as well, which is where you started to look at things like your remarketing efforts, your, building similar audiences, which are very much like lookalike audiences on Facebook, but work in a slightly different way that now become really exciting.

Speaker 3: (04:15)
By the way, a few months ago it was difficult to get results for those audiences. Now it's a lot easier and then you've also got like, right, most people think of YouTube as a video ad showing inside of YouTube. So you have to be on youtube.com to see those ads, which isn't the case. You can get your ads appearing, not only in front of other video like YouTube videos and other websites, which is pretty cool. So if you like someone's embedded a YouTube video, you can get your pre roll out in front of that, which is pretty cool and very cost effective in terms of getting a view, I'm not always say that the targeting has to be looked at because that's kind of quite specific on that front, but also you can get, which is kind of crazy, but you can get videos actually appearing in the ad section.

Speaker 3: (04:58)
So you know, if you've got some time to look at like a blog for example, and they've got like a square box where an ad would normally appear like a normally a text ad or an image ad, you can actually show a video out there as well, it's not very well known to be able to do that, but you can imagine it's done very much like a news feed video ad on Facebook where the, it's like also play in silence. So what's embarrassing in a way. And if someone clicks to play that video actually takes you back to the website, which is just super powerful so it's almost like having display banners across the internet, but they're actually just your videos and it doesn't have to be a YouTube video. You can actually upload your own MP four video if you want, if you want to as well.

Speaker 3: (05:38)
So it's just some really clever stuff that's happening with YouTube and video and ad words that normally people are tapping into. But yeah, it's really, really cool. But there's, there's lots of layers of how far you go with this and, and kind of like a really exciting stuff around that. But I want to kind of talk today about a bit of a framework in terms of how to get into advertising. I think that a lot of people look at advertising as like, right, how do I create an ad and how do I get in front of my audience? But very rarely do they look at the third thing, which is the funnel and making sure you're maximizing the value of each customer cause then you can maximum maximize the value of each lead. And if you know you're prepared to pay more than your competitor for a lead, then you can normally clear up, like you can like just the market, saturate the market and now you're, you're making good money there and you can be the only player. So that's kind of what I want to talk about is like the five moments of truth we call it. And it comes from a lot of advertising from years gone by, but it's kind of modernized a lot more now with the online world. So we'll jump into that if that's alright with you mate.

Speaker 2: (06:40)
Yeah, I love it, I love it. And I think the fact that, you know, I think that for everybody listening to this, that perhaps, you know, may have thought that YouTube might not mature as an advertising platform that they could also leverage. Is there a notion with it where, you know, YouTube advertising could pretty much work any business virtually any business would you say?

Speaker 3: (07:10)
I don't want to say others hesitate say any business. It's a difficult one to say any business. The, if people, if people naturally go into YouTube and searching great, like, yes, it will definitely [inaudible] searching for what you potentially offer. Of course then you can get in front of that audience and you should be able to turn into customers. The, the, also another thing to consider is that fact that people might not be searching for exactly what you offer, but if you're clever about it, you can, bring that traffic through to get to know, like, and trust you and want to buy the products you actually sell as well. So for example, we've got one client who works in the guns kind of industry in America and obviously we can't sell guns straight off of YouTube. It doesn't certain levels of what you can advertise, but there's no stopping you from advertising holsters for example, or target practice or the oil that goes with it.

Speaker 3: (08:07)
And if you wanted to go slightly outside of that ballpark as well, you could probably even move into the survival market, for example. So, if people are looking for, which is a lot of people in the States think that was an end and fair enough to them and they want to kind of like get their houses perhaps for all the stuff they need then people are looking at stuff up all the time and spend a fortune doing it. And it is the sort of thing where you can tap into that sort of market. Do you know it also be interested in actually what you sell. So it's a, it's a case of being a little bit clever sometimes. But then there's, I mean, so for example, I've got an opportunity not too long ago to buy a business that was a, they do like coding in houses. So like in the top corner of your house, instead of having like a 90 degrees between the roof and the wall, you can put some nice, really nice coding there. Do know, if I really thought about it, I might bounce, get YouTube to work, but I'm not sure how that would, how successful that would be. So, but that's probably more down to the business model.

Speaker 2: (09:04)
I have like, I, the reason why I ask the question is there's some, you know, there's a resistance sometimes with business owners to try new things and the reality is now, you know, marketing is so much, it's so data-driven the, you know, you could quickly put an ad, you can quickly know, within a reasonable time frame whether or not that ad is going to be generating any leads. Supposing they've got, you know, they're using some kind of lead capture mechanism. The, you know, the, still there is a resistance of, you know, my business is different when really, you know, your business, the mechanisms that go towards, you know, putting together, you know, a sales pipeline or a list of list of people that may be interested, a handle. You know, it's the same thing we're just using a different platform.

Speaker 2: (10:03)
And I think there are so many opportunities really, again, it's not a blanket approach. I'm sure there may be some things that are slightly difficult to advertise with, with YouTube. But having said that, there were so many related things that have synergy, that, that you can position yourself next to two other associated products or services that might get you some traction. And so we kind of just dive into the methodology. Really, for me it was more of a, just a, just a kind of to acknowledge that, you know, if you're listening to this and thinking, you know, this is about YouTube, maybe this isn't, you know, for me, factually you can try things, you can test things affordably and quickly, that may just make the difference for you I know right now you are channeling a lot of resources and energy towards these strategies, they're already getting great results. It would be stupid for anybody not to, you know, pay close attention rarely to these, five moments of truth that we're going to go through. So, without further ado, let's get into it. What is moment of truth and the blog? I've had a few moments of truth, just absolutely nothing to do with Mark so let's, let's get on with truth number one.

Speaker 3: (11:32)
Okay, cool. So, this works in a linear fashion as well. So like if you're a business listening into this, this is like step one, step two, step three is not the case of just five random moments is they can all be taken in isolation and use differently. But the first one that's talked about is before anyone knows about who you are or your brand, like super cold traffic, like no one really knows who they've never seen you before near to senior logo or what you do, and it's completely new at that point, you're gonna want to have to spark them into wanting to find out a little bit more, which is not easy, right? So this all always depends on the platform you're on. So say for example, you're advertising on Facebook, of course, you can start to segment your audience slightly in terms of demographics, locations, their interests, so you can kind of get a feeling that they're going to be right for you.

Speaker 3: (12:20)
And you can say, right, it's an interest in that they're probably gonna be interested in my stuff, but they haven't ever seen you before. So you still need to do a bit of a, you're getting in front of them and they might be on their mobile waiting in a line at the shopping center or whatever it is. And they will kind of see your ad for example, or see your post for example. And it's got to grab their attention in order for them to be interested in what you have to offer. And if you're the advertiser and you're trying to get in front of someone at that point, then your routines, think about what's your hook, what's your kind of like, what's going to grab their attention very quickly so that, they actually want to find out more. And I, I often use a phrase that was like, did you know, as a starting point in the video, because it's a great way, it's just like engaging them in a question, which is different to usual.

Speaker 3: (13:04)
So it kind of works as a bit of a pattern interrupt, but also it's like you can't not look at the next sentence if someone says, did you know? And then if the question is again really engaging, you're going to be hooking them into what you have to talk about. That's normally a good way to start. Kind of like creating the moment of stimulus in somebody who is not an easy job. And that's why advertisers get paid a lot of money to do that, especially the creative ones as well. But, sometimes that moment happens without you having to create it in somebody. So, when I found out we were pregnant while my wife when I found out my pro, my wife was pregnant for the second time, it was a bit earlier than we were expecting, but that way, no surprise and they caught it.

Speaker 3: (13:45)
And at that time we had a six months year old and we were like, wow, okay, plumbing, this is, this is quick work sort of thing. And immediately when the market for random, well not random things, but things like a double buggy, like we've never thought of buying a double buggy before and a new car and even a new house I was thinking of as well at the time we just did some renovations to our house, but again, in the market for renovations, so external factors can spark you into this moment of stimulus because all of a sudden you're like, wow, I now will start paying attention to certain things that could potentially kind of like give me the answers to my questions, et cetera. So there's that moment of stimulus. It either happens externally to us and so therefore we've got kind of put on the path to purchase, has a, as we always would, or we as advertisers will try and be that kind of billboard on the side of the road or that magazine ad in the golfer monthly, for example, where you know, you, your audience are interested in golf, but you still would have sparked that interest.

Speaker 3: (14:42)
You still want to create that moment stimulus in them yeah, yeah, sure. That makes a lot of sense. So really it's, it's, it's really that first phase of attraction, and being attracted more and more importantly, to some think either with some level of intense, because as you mentioned, maybe some external factors that might be, bringing that to the boil. Or it might be that interruption that, that that creates some degree of curiosity, or stimulus towards taking the next step.

Speaker 3: (15:17)
Yeah, precisely. And that's why I think video works so well typically in these scenarios is because you can almost start a story like a question does well and starting a story, like a case study can be a bit of a catchall. So people are like, wow, they've got leads and they got customers. How do they do that? I want to copy that. But if you've kind of got a video, you can kind of explain that. If you've got a limited amount of text or an image, for example, you're going to have less to Rudy, she'll grab the attention so video can work really well that, in that way, unless you want some like Dynamind copywriter that's amazing. Do that as well.

Speaker 2: (15:47)
Yeah, sure. I actually really like this because you know, when you look at things in this kind of linear fashion, I think it's quite easy to understand. So we, okay, so we stimulus, where do we go from there?

Speaker 3: (16:01)
Okay. So once the stimulus has been created, either by your efforts as an advertiser or by external environmental factors on the kind of like on the customer, then they'll move into the customer, move into a moment of intent, which is where I'm at that point. Once the moment has happened, that moment of stemness has happened. If it's enough to spark their interest, they're going to go on a bit of a, like a research moment and it's that moment of intense. They're in the motivated themselves. They're like, okay, cool. I've, I want to find out more, I want to come get some answers to my questions. And that moment of intent is really where YouTube works so well because it's, it's search traffic. Like, if we are, let's put myself in those shoes of like realizing we need to go shopping for a double buggy, which I've never done before.

Speaker 3: (16:46)
And they don't really sell them in shops that often because it's just not that desirable because very rarely do you have really young kids. And I said twins, but we still couldn't have that because we had one kid that's older than the other. Crazy. And so I was in the market for a very specific type of buggy and I had to do online research. I had to go to Google, had to go to, I didn't have to go to YouTube. I ended up there because I wanted to see the demonstrations of some of these products and see exactly how they work because I'm making sure I can put a bug in the back of the car and actually collapse the damn thing. Cause that's probably the most difficult thing to do in the world.

Speaker 3: (17:21)
And so it's kind of like those, kind of like questions in your head. You want to kind of get the answers to them. You might want to go and review sites like Amazon and see the product and see what other people are talking about and see what's happening there. And so you're kind of gathering your information about points and if at that moment in time of intense, if you're able to get in front of your customer at that point when they're searching for you, the great thing is you don't have to then bring about the moment of stimulus. This is happened. So you basically, your job really is to be that really helpful salesperson in a store, for example. You're not having to really push the sale because they've come into the store for that specific reason. You're saying what you're in the market for, how can I help you and maybe give some good advice.

Speaker 3: (18:04)
So then close the deal. I must be two of the adverts that we create on YouTube is not this big hyped up, Hey look, I bet we are. It's more a case of like we know what you're searching for and here's three tips that can really help you and you provide that really good value. And so you can have that good call to action, the video that just makes sense to people. It doesn't feel that they're being sold. It means that they can actually be empowered to buy, which is a very different feel. Yeah, sure. And just in case anybody is listening, it's been living under a rock under a rock for God knows how long a YouTube is like the second largest search platform on the internet, right? Yeah, exactly. So it's officially the second largest search engine, the question I would, I'll ask about though is that, the great thing you have with YouTube is that there's, like on Google for example, which is the number one, if you're going to pay to be there, it's a lot more expensive because for a particular keyword, there's only one page that comes up for that, right?

Speaker 3: (18:59)
For particular keyword or topic on YouTube, there's hundreds of thousands of videos that people would want to watch and they want to watch more than just one. So you're always opportunity to get in front of those people with different types of ads on YouTube, but also those videos all over the internet as well. So they're being embedded in different websites and you can get in front of people there as well. So your videos really came. Yeah. And also it's like, it's the, like if you look at like supply versus demand, the supply is massively outweighing the demand cause no one's going to get into it. And so you've got all this huge opportunity and that's gonna take a long time for people to, increase the demand because more people are creating videos every day. Then there are people advertising. So we're getting more and more supply all the time as well, which is both crazy.

Speaker 3: (19:46)
That's cool Oh so intense. That stimulus intent, leave on to number three. So this is the moment of decision I call it, it can often be called the moment of purchase as well. And this is the point. This is like, that moment where someone has to make a decision straight away. Now, this is where a lot of the work that you've done before and like, like say for example, you'd be running ads and you've been getting in front of people with that moment of stimulus, trying to create these really clever videos for example, or how have you done it that compare play a role in this position here. So like this moment of decision really is like, Oh, you're going to buy or not or I'm going to buy this brand or that brand. And it's kind of like, so it's different scenarios.

Speaker 3: (20:28)
So like say for let's say for example, you're in the shopping mall and you look at the, shopping, I wouldn't call it a supermarket and you're there and you're looking in the frozen aisle section for peas it's almost like what brand of peas do you decide to buy? And it's not gonna be based on price or very much now it's putting any based on like what adverts you've seen, what brand you recognize and go and make a decision from there. It might be some sort of deal for sure that you might go for. And also you might go for organic versus non-organic. Genetically modified or no, not organic relates to food with you. We've had, if you're in the mall, in the supermarket, it's all about food. Good, nice. Everyone [inaudible] American English, everything. Yeah, good.

Speaker 3: (21:18)
Everyone's type A's as well. So let's say for example, you buy a TV [inaudible] is that for the TV? It's that moment. You go into the shop and you talk to the salesperson and also you see the TV, how it's displayed. Is it like front and center? Do you, do you see as being like there anything? Yeah, that's the one for me. Do you really want it? And there's so many things that are happening in that moment online. It's probably gonna be more like the sales page, what you can see, what the deal is and all that sort of stuff. But this, when it says moment of decision, I put the moment decision because it might not be for something kind of a commercial exchange just yet. It might be like a free exchange for an email I wish is still in exchange. It's still commercial exchange to a certain extent cause you're passing across your email details in order to get more information but it's that moment of decision where someone's going to say, am I going to do this or not? I'm going to take you up on the offer or not. And then that kind of, this moment carries on for quite some time because based on that experience and the know like, and trust factor, if you're nurturing that relationship, it continues to come around again or they're going to buy from you like a high priced item. Are they going to be like continue to buy from you as well?

Speaker 2: (22:30)
Yeah. Cool. So we've, we've talked about stimulus, we've talked about intent and we've got to make a decision. Now the thing that probably is the conversation that's going on in people's minds while they're listening to this is, is that then, just to, to clear up what might be obvious but might not be obvious to some, is that there are different ads that run each of these stages that people are at, for example. So is that the moment of decision? Are we talking about, we know that they're warm traffic because they've been to us before. Possibly there's remarketing going on that or possibly were where we were approaching that market because we already know that they've got intent less specifically looking for some, in which case that nature of advert in regards to the decision is already data to get them to the step to get an opt in to lead generate or to get to make my, push them towards a purchase.

Speaker 3: (23:30)
Yeah. So, so ideally what you'd have is for every moment of intent, someone's in, based on what that intent is, you'd almost have a funnel that would correlate to that. So you'd say, right, if you are interested in, let's say I'm building a website, then you would offer a funnel of like, here's how to build a website. Or if you're interested in SEO, you'd be like, here's, I'll get the SEO right for your website. You might end up buying the same or selling the same product later on. You'd have these little funnels that would correlate to that really, that you're imagining, your potential prospect is, is which step they are in regards to wa ads. You get a position towards them. Yeah, exactly. So something I talk about, every now and again is like the idea of an osteopath. For example, if someone's in a moment of like, cause I've got a bad back and they wanting to look up exercises on or find out how to like deal with their lower back pain.

Speaker 3: (24:29)
You might on YouTube give them a good video about how to deal with lower back pain and then kind of sell them straight away into the osteopath clinic for example. Go straight that route but then you might be a bit clever and think, right, well, those people are on you on YouTube that are looking up something like marathon training plans you might say, well that's not necessarily something that you would necessarily advertise straight off, but if they're in a local area and they are looking at marathon training plans as an osteopath, you can probably say to them, this is kind of moving back to the moment of stimulus. You can almost like running an ad to that audience and say, Hey, look, if you're running a marathon this year, have a think about, lower back pain because that's normally one of the biggest injuries that people get because they haven't got the spine aligned and we can do a session for you sort of thing.

Speaker 3: (25:17)
So you'll have different moments for sure. And you want to kind of follow up with those people in different ways because someone who's looking at marathon training plans probably needed a little bit more nurturing before they come to your session. Where is it? Someone's got back pain and actually desperate to see you straight away phone call. That would probably be an easy way to close them so it's, it's just, it's why was imagine is, imagine the online world becomes an offline world and you're sitting down one on one with that person. And what would you naturally say to them? Like, how would you come across and what would you need to do in order for them to come to a session with you? Yeah, that makes a lot of sense. Okay, cool. So let's just move this forward now from the moment of decision, and what does that look like?

Speaker 3: (25:59)
Okay. So moment number four is the, moment of reflection. And that's the point in which they've taken action with you that other signed up for free or they've bought your first product. So they bought one of your bigger products, for example whatever it is that they've done, and at that point they're going to really review, whether they thought that was a good purchase or not. So let's say for example you buy the TV you get at home, the standards you would hang on the wall and once it's there you're going to look at it and you to play around with the remote and try and get it to work. And in that first experience with that product, you gonna need first impression of that product. It's like once you've seen what it looks like and you're really impressed by it, then how the actual functionality, let's see, works is another thing and you're making up your mind of what do you like that products are not very quickly and that's why Apple spent a fortune.

Speaker 3: (26:46)
When you buy an iPhone from them, it takes ages to open the products cause they've got almost like a vacuum sealed. You can't get an out for ages, but it builds the anticipation. Then when you open up, it just looks really sleek. It looks really good. There's no digging around to find where the product is. It just looks all good, all the governs and all of that, the wires and stuff right at the bottom tied up nicely and stuff. It's not done in a plastic bag, put it that way. It's done in a really nice way in fact, cute as TO know that you send out some amazing, what'd you call them? Packs. The packs. Yeah. Unbelievable so yeah, when you like I, I know everybody was listening and all, he sent me a shock and awe pack and I literally wore shorts and artists.

Speaker 3: (27:29)
I still haven't, and this is like a marketing based, right? So came to the post. It's still here. It's still next to me. So like it's just like the branding is constantly there in front of my face and it's just, it's just, it's like a pattern interrupt in itself because it's just so cool and and I think that's one of the first ones. We actually got to know each other, isn't it? It's so cool. So obviously works really well that kinda first engagement was such that I felt wow. Like by just knowing you is a really good decision that I made in the, so I did totally was, there was no buyers were more Swan side. Got you over the free line. I mean we, you know, this relationship was going along quite well.

Speaker 3: (28:10)
We'll be married next year. You will be pregnant. Yeah. Oh look at LA.

Speaker 2: (28:18)
Okay. The last that, that, that, that that's interesting because I think that the, the, the what, what some people may need to see this perspective on is, you know, there needs to be re you need to reaffirm people's buying decisions sometimes, and I don't know about anybody listen to this or maybe you, but sometimes when you've researched something for ages and then you go and finally buy it, sometimes when you get it back then you actually want to go and find out again if it's still the best thing or like what those functions are that, that, that it said that it did or was the hidden functions, you know, you know, in a, in an iPhone term now could I jailbreak this, you know, I'm going to go on YouTube and search for how do I gel great. My brand new iPhone, whatever it might be.

Speaker 2: (29:06)
And you want confirmation of that being the right decision. I mean that in itself is a, is a, is a whole different conversation but you know, certainly the, the consumption as well because you know, people buy stuff all of the time and they get brought into marketing messages and they, they buy stuff and then, you know, they never get the, the wrapping off the thing. So the news use this and think about this for, for, for those purposes, trying to get people to actually consume what it is that you're trying to get them to do at each of these different stages and this is the stage where you'd really do that.

Speaker 3: (29:52)
Yeah, I completely agree. And I think that a lot of the time people feel like, well we got the perfect product but then people don't go and use it. And in fact that's something where I really struggled with, with some of the products that I've created. Cause I know that YouTube is not easy. And if you look at it from the standpoint of like, I'm going to get into it and you'd go and buy my products for example, I've done it in the most kind of step by step way and try and make it as easy as possible to go through. But you need to be motivated. I can't make a product that makes you motivated not my necessary start and gonna be constantly selling people like, and this is why this is so great and then you're going to love this bit, just not my style.

Speaker 3: (30:26)
It's like this works, right. Go and do it. It's amazing for you but yeah, so I think a lot of time and energy in actually getting people to consume the product is so important. Cause so many markets is these days. And I was on a mastermind call not long ago and Mark has definitely have this mindset sometimes of like, I know that my product is worth five times more than you paid for it. And then, and it might be, but if you, but the product creation needs to be done in a way where you know that people are gonna use it because in the end, if people don't go and use it, all they remember is they paid a certain amount of money and it didn't get the results. And what does that say on them or not? But it's still remember, Oh yeah, they didn't really have an end up working and so they just have a bit of a weird negative feeling when it could have been so positive.

Speaker 3: (31:10)
So that is a big thing about that. I know that, when I invested in, an office for the first time, not for the first time, but it was the first time I've made a significant purchase of an office up in London and cotton garden. And, it was probably at the time more than I could afford mentally and I was like, yeah, I don't like the idea of paying this much money out, but it was like, it was a good move in the end because I was working with one-to-one clients and having a common garden dress and a really nice office really helped out. But the, the day I tried to move in was the day like a weekend and the person that was meant to be there wasn't there to let me in and they were running late and the person downstairs in the security wouldn't even let me, go up the lift or anything.

Speaker 3: (31:52)
I was like, Oh, come on, I got all my stuff here. I'm moving in today. You can even see it on the paperwork and they wouldn't let me go in and they wouldn't have let me even put my stuff in the right place and I was getting really annoyed by it. I said, Oh my God, I just literally just bought this office and paying rent on it. The money's already gone out of my account and I'll get already getting bad service sort of thing. And I completely got reframed very quickly cause then, cause what I realize is the, the security that was there was so tight. That's exactly what I wanted to. I mean I was like, actually that's why I probably invested this money in this office because I know that we're never gonna have a break in or never have a problem because of security is so damn good. And in a way it kind of reframed my mind very quickly to be like, okay, that makes a lot of sense. And it's that experience that you have could have been really negative. I actually looked at it as very positive in the end of it.

Speaker 2: (32:36)
That's good. Cool. So take us through, the final moment of truth. Yeah. So the final moment of truth is the, the moment of influence. And this is the point where someone's got all the way through. They bought your product, they've consumed it, they thought about whether they like it or not, they're reflected on that. And at this point is the point where it supports that and next action, well, they're going to do next and the chances are they're going to, talk about your products either positively or negatively. And that's they haven't consumed, of course so if they've used and they really like it, they're going to be proud of that decision they've made and they want to tell other people about it, especially if it's like really exclusive and like it's something they've done. You see lots of people like go and see these. Like in New York, he's like burgers that cost $200 to buy burger for example.

Speaker 3: (33:25)
People go there because they love trying out. They probably know it doesn't, it's not like a normal purchase. They would normally make it. It's probably not, it hasn't tasted like 200 bucks. But it gives you the opportunity to take a photo and put on Instagram and social media and all that sort of stuff to be like, Oh look what I'm up to. But people love to share the positivity in their lives and it's, I just bought something significant. They like to kind of signify like, Hey, look what I've just done. Isn't it amazing? Look everybody and it's got a kind of viral aspects of it. So by going through that route, it could be done in reviews. So people believe an Amazon review could lead a testimonial for you it could be word of mouth I hate that saying word of mouth and word of mouth.

Speaker 3: (34:03)
So like people like clicking around and telling people about it online as well but it's that idea that those people are going to become advocates for your business afterwards and it's just, you can facilitate all five of these moments you can facilitate. But this one I think is, is really under the under used in terms of like, just ask them for a testimonial, asking for someone to kind of leave a positive review I know that we're doing it for the podcast and got some amazing reviews already. Yeah. Which is amazing. But it's that thing of like, right at that moment where someone is consumed it as thinking positively. If anyone asks him a question, what are they going to say? What are they saying on social media? How are they going to come across? Cause that can actually spark off a new moment of stimulus to other people because it's like I can probably tell people that I like them and they said, Oh my God, you gotta check out this.

Speaker 3: (34:49)
And all of a sudden that comes from just the some context. And just talking about talking about what would that kind of lie from a YouTube advertising perspective? Whack. Could we best use that in a business as an example? So one way that I've seen it work really well is with charities. So, I've seen, I said charities, I've seen one charity do it successfully well they did is they, they must've gone through remarketing. So when you donated to a particular page on their, on their site, on the thank you page, it would have like say, right, thank you very much for the donation and put a pixel on that page. And as a yearly event, this thing, 600 and, Oh, sorry, 600, 340 days, let's say into the following, they would run out to say, thank you so much for what you did last year.

Speaker 3: (35:40)
No donation. Here's what we've managed to do with the money you donated. This is what we've done here is we just want to say thank you. And that's almost like a moment of stimulus again, really to say, Hey, look, look at what you look, what you managed to do last year, how good is this sort of thing. So you're like, yeah, that was, I helped that, that was really cool. And lo and behold, five days before the event begins that he really hit that hard with, he has to be like, Hey, would you mind coming and donating? And of course if you've been, if your, what you talked about earlier, if your decision to, become, be charitable the year before is then validated with the fact that you can see what you've achieved, how you've done and what impact you've had on the world, the chances of you then saying yes again to, to investing is so much more likely and probably bigger this time as well.

Speaker 3: (36:24)
So that's kind of like a really clever way of doing that. I think that also just asking for testimonials. So many people don't do it. Anytime that you kind of get a really nice review from someone, write it down and say, Hey look, send it back. Some artists that you said this, or paraphrase this basically, are you happy for me to stick some of that on my website? And again, it's just that positive review that's there and just making it clear that you are doing great work and people love your products and people love your complaint. It's just a useful thing to do. And so the more you can facilitate all of these different things, the better. Because the great thing is you just like identify one a day and just think in a small little tweak here or a small little tweak there just to just like a small little thing you'll find it really compounds very quickly because you'll just see little areas that you can improve.

Speaker 3: (37:09)
And the great thing is that with all of that, it'll start to increase the value of each customer that you, you've got increased the value of each lead increased the value of each visitor that comes to your website. And if you know that you are able to spend money to make money and you know that you have got a situation where you put one pound in or $1 and you get $2 back, you know you can get up to $2 50 all of a sudden you willing to pay a bit more than $1 and it's more than the competition. And so you end up making more profit. I'm a visitor, which means that you can extend your reach a little bit more where it is a little more expensive, but if you still turn those areas into profit, you've got a funnel that it's so much easier to promote.

Speaker 3: (37:49)
And whilst everyone's raving about, Oh my God, I'll get $1 leads from this and all that sort of stuff, you're like, well how much money did you actually make? And did it work out well for you or not? Because I know some of my clients are paying very, very high cost per leads in some scenarios because it's a very expensive marketplace to be in, but they make 10 times that off the back of it. And so it's just being aware of like how you can look at these five moments, think about what specifically you can do, as like, just like, Oh my God, we have, we could do that. Just write that, write that down, write that down, sorry as an action point and say, right, let's make sure we do that. You might not see the instant win of it straight away, but imagine like over a year, if you've done seven or eight of those things and you really executed and got really good tweaks that are done on the business just to focus on these five areas, you'll just do so much better in terms making the value of each customer go up big time. No, that's awesome thanks so much for laying out the, the, the framework and just kind of, an overview of the methodology because I think it's quite thought provoking as you just mentioned, just really considering each one of those different moments and, to some degree, that, you know, putting it into context of how that could apply to your business I think is quite, it's quite clear to me and I think that our viewers would have listeners for you as a listeners, both would have got a lot of value from this. So, look, look forward to our next episode and I will look forward to speaking to them now. So chase, Tom, thanks.

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