Hidden Businesses Crushing It On YouTube and Insta

Key Takeaways

um [Music] hey everyone welcome to this week's episode of the coffee blogger podcast for those of you on video you might notice the dingy background i got i am in boston this week so you're going to have to deal with the subpar sound quality as well tim's been held captive yeah and they're not going to release them until you review the podcast so if everybody go leave a review now for tim's safety no i'm in an extra bedroom at uh at my in-laws house my wife has the most insane school schedule right now she's in an accelerated calculus class and it's legitimately like seven hours of math problems a day and so before there is a full-blown meltdown we just decided to take the trip up to boston and and summon the magical help of the grandparents so that's what we're doing here she's gonna be up here for three weeks man i'm here she came up about a week ago so i was in nashville for four days by myself completely clueless and then obviously i'm here for a couple of days just to you know not be away from everyone for three weeks and then i go back to national on tuesday and this is gonna be here with my son for almost two weeks man i'm like dreading it i don't know what i'm gonna do wow yeah that's a long time to be without uh thought you're better half i've met jules she's definitely the better half too definitely um although you know i don't hate this idea of potentially like leaving you in a jail cell somewhere and then you know the only way you get out is with enough reviews enough reviews yeah is that can we do that is that a thing i mean you got like 10 days you just said you're like you're going to be free for like 10 days and you're not even looking forward to it so did you see somebody did this actually i think it ah what was the brand it might have been one of the barstool brands where they literally put one of their interns on a desert island and i don't know if it was barstool i'll have to find the link after the show but some brand did this where they put like an intern on desert island if you look at it it was literally like a 500 square foot desert island and then like he's not allowed off until we get x number of thousand followers and i think they had like they live streamed the entire thing so you you can just see him like sitting on the island waiting for people to like the show yeah find that put in the show notes i will so what are we talking about today let's get right to it today man i'm so excited to share this episode you've been hyping it for like two weeks now yeah well it's it's the kind of thing that really excites me because it's another example of somebody taking a very like nuanced skill set and just turning it into an empire and it's just another it's it's proof positive once again that the internet creates ways for all of us to design amazing lifestyles and companies for ourselves as long and this is the important part as long as you have something real to offer okay so before i share my screen because i share the screen it'll give it away a little bit i have to give just a quick one minute story as is obvious through the preamble of this episode jules and i have a little son and he's 18 months old and we got another kill on the way which was a huge shock to us and totally changed our lives and my wife is in very very intense schooling to become a dietitian and there's a difference between a nutritionist and a dietitian and dietetics requires basically like a like a masters and so her school is very intense i work a lot obviously and none we don't have any family in nashville it's just the two of us and so keeping our kid who is so good by the way like i i say this as though he's a crazy tyrant out of the one to ten level of how insane our kid is he's probably like a two with that being said he's 17 months old and he needs attention right and so when we're really really desperate we pop on youtube and we discovered this girl on youtube her name is miss rachel and let me tell you about miss freaking rachel alright i've been doing some research i reached out to her and i reached out to her husband they created this brand called songs for littles they didn't get back to me i sent them two emails i sent them a bunch of questions because their story is fascinating but it is so freaking cool so miss rachel is a teacher but she's also a speech pathologist so she works with little kids and she works with deaf kids you know how before kids learn to speak they can actually learn to sign really well so they can tell their parents what they want and i guess this means a lot to me because i i know i've brought this up to you before but i had speech problems when i was a kid i was in speech class for five or six years i just could not say r it still comes out from time to time but not really i really worked on it and so i know what it's like to be a little kid and have speech problems and the speech teacher that i had her name was mrs boop if i could give her a hug today i will give her the biggest hug and just be like look you like made me feel comfortable and safe in this school prison that i had to suffer through and so maybe this is something that just means a lot more to me than the regular person anyway covet happened they live on upper east side uh upper west side manhattan so they're in a tiny little apartment started with a freaking cell phone and that's it and started singing kids songs into her cell phone posting them on youtube her husband check this out this is when it gets really wild her husband is a music composer and um on youtube you can follow my screen his name is aaron of curso and he's been a music composer and so he writes all of the kids songs no way they're custom they're like custom songs yeah yeah yeah and when they get stuck in your head bro you're singing them to yourself when you're falling asleep at night but they're they're kids jingles like they're not that complicated most of them are just like cgd like e minor over and over again nonetheless he's a music composer and so she's a speech pathologist and so they make these like hour and a half long videos of singing kids songs that they made up little animations with numbers and jingles that they sing and then she does really close-up shots of like her mouth which again this is really important if you've been to speech class but it really really helps because a lot of times with speech problems especially with uh with strange ones in english like you know s's if kids have lisps or ours if they don't know how to curl their mouth right it really really helps to have like the close-up shots and they started in their living room with a cell phone eventually as you see these videos they get better and better and better and better okay you're is about to blow your mind one video that they did one video what seven are you in views bro okay so i did the math and i'll just do it on screen so that you can see this right how much say that like on youtube ads say that one more time for anybody to say i might have talked over you but for anybody who didn't quite catch the number 67 million views on one video i see others look five point five million six point seven thirty two eleven days ago three point four million million views and this is cool because this video the production level like oh you know how on youtube oh i hit play sorry about that you know on youtube if you put your mouse over the video for a second and you can kind of see like just a couple of clips on it the production level in the most recent video they did is just miles and miles beyond them singing songs into the camera in their their lower upper west side manhattan apartment and so this is it's crazy though 67 million views 6.7 million views 5.5 million views 32 million views a video they did 11 days ago has 3.4 million views and i just call yeah do the math in one second can i just call one other thing out her subscriber count she's got a million subscribers so like virtually all the videos on her home page far outstrip even the number like her subscriber to viewer ratio is like 3 5 6 67 which is not normal usually it's it's the other way around right you have okay so this person's incredible let's do the math killing it she and she really is incredible 18 youtube actually really has pretty high cpas and that's like known pretty well i think it's because if you're doing like a google ad the cpm is so low because it's just a banner view but with youtube videos they force you to watch usually about five seconds of the video and sometimes depending on what the creator decides to do you have to watch the whole ad so 18 per 1000 views right or excuse me eighteen dollars for one thousand ad views which usually comes to about five dollars for one thousand video views so let's take this we'll do i got my calculator by the way so we'll do 67 million views right 18 18 billion dollars right so if we divide this by 1 000 so that's 67 000 and then let's just play pretty middle of the road and we'll do eight bucks per cpm right 536 000 on one video of one freaking video 536 000 that's insane insane so this is when it gets really fun first off i'm i'm all hype about this is there anything that you like have a comment uh something that you want to say wait do it for me one more time but with the five dollar so it was it was five dollars right it maxed out around five dollars per thousand views okay cool so it's 67 000 so it's a little bit lower than that yeah so 67 million divided by a thousand right yeah six or seven thousand so times five i did so we'll do times four which is still crazy a little conservative yeah yeah 268 000 bucks for how long is the video an hour that's pretty wild like this is even crazier though because it's hard to do the math on this it's an hour long video and i think there's ads every 10 minutes right and right trust me people like parents are playing this video and they're just letting it play all the way through so you gotta get have four or five different ad slots on this video and they all play all the way through well that's the thing plus how big is her video library at this point so it's like not just the one video she's got probably dozens of videos that at this point are just racking up views month after month like literally hold on he's scrolling this page i'm gonna just read this for a second because this is not an isolated thing he's scrolling you know when you click a youtube subscribers page like if they have maybe their their pinned video is got a ton of views on it maybe there's one or two on the front and then you click their page and what you see is that well they've gotten a bunch of attention recently but you know a whole bunch of their other recent videos are not super popular okay he just clicked her normal videos page i'm just gonna read the numbers going down the page fifteen million three million twelve eighteen seven point eight twenty one three point four fifteen eight thirty one eight point one twelve million you can just go on and on i don't see a single video on this page oh no there's one way at the bottom that has 850 000 views this is incredible okay so when you start racking all these up uh yeah this is a really incredible business now okay what's what are some of the takeaways here for people i see a couple right out of the gate first of all you said you said she started this during coven so they're like two years in yes and what the takeaway from this you just asked a couple questions and like you actually asked a few questions which were all things that i wanted to touch on one of them is that if you watch this first video it's a cell phone and a green screen like they had a green screen but there's other ones here too which is oh well that's short but she's got like sign videos other ones like this where yeah perfect example like she's just in her living room singing a kid's song into the camera it's nothing fancy this is a little bit different because a lot of times you and i advocate things like using content to market a business this is an example where the term creator quote unquote creator is actually relevant because they're creating something that isn't necessarily marketing like the content itself is meant to be absorbed for the sake of absorbing the content so she's making a ton of money from this but here's what i think is really really dope oh yeah so here's just a picture of miss rachel and this is a a character which i think they trademarked it's called herme trademark looks like a muppet looks like a muppet yeah so i i bet they would have a hard time with sesame street who knows not even important i have five songs that they created and definitely trademarked and then this dude right here who knows if they're connected it's hard for me to know because i don't know him but he just landed like head composer for aladdin on broadway what so these two are crushing it crushing it and so that this is also my real favorite part because this is when this can turn into like not just a media empire but like a super super business empire now that everybody knows new york is one of the cities that like opened up last right with coven so she's creating an entire network of in-person songs and music lessons for little kids so if you go to her website now about i wonder how many people are on her mailing list i know crazy and look at the staff that she has so this girl right here she's just talented videos she's a singer and just a straight up actress preschool director actress singer actor singer music composer and uh oh yeah and this guy's uh he's jafar that's awesome yeah doesn't he look like jafar too he does yeah did you see uh sam put out this tweet the other day i think it was maybe earlier this morning where he tweeted out a photo of that um arms dealer that the u.s is currently yeah i thought he would yeah yeah yeah so for people who didn't see it there's this russian arms dealer that might get traded in exchange for you know an american prisoner and sam tweeted a photo and he goes hey this is this is who this guy is and he's also the winner of a brand new contest uh or like a brand new award that i'm creating right now called like looks exactly like i thought he would and he looks exactly like you thought he would this guy does too these are really interesting so there's a lot of people here and what's what's also interesting is that this is some like i don't know what a lot of these like degrees are that are mentioned in these people's bios but this is like high high tier town she's paying good money for these people i would assume let me just comment on a couple of things well first can you damn empire can you can you click the speech delay help thing right there i want to see if she has like does she have front or back end products linked up to this um she's got a service the thing that you just mentioned yeah yeah yeah but i think that she also like kids with speech problems a lot of times there's interventionists where and most notably for kids with hearing problems that have speech problems where half the battle is saying like you need to get help with this because when you're a kid it's it's like hard to be different you know what i mean um so i think she's an early interventionist for speech problems and i think she's been doing this for a while like speech pathology but no she doesn't have any actual products i looked into this because i really thought about it and this is when i discovered the fact that her product is creating these like in-person events for little kids with music classes that's wild yeah okay so a couple of things that stand out to me just from the business perspective first of all great find it's rad right yeah i have no idea how you stumble on these things sometimes but this was a great find and so cool that you dug into it too because like i think this is the kind of thing it it just goes to show like for anybody listening you should always take a second look at the people around you who are doing things that capture your attention you know it's like it's one thing if somebody creates something that's really cool and noteworthy but i think it's so common that people will just see it and go wow that was cool and then skip right over it i i'm even guilty of this in my research too like what did i run into recently ah forget it'll come to me in a second but i was researching somebody and i had basically come up with a total analysis of their business but missed like this huge aspect of what they were building and i only stumbled on it like a day or two afterwards because i happen to go back and check my notes since then it'll come to me in a second but the the point is look closely at things around you what catches me about this too though like i want to go back to the subscriber versus view count thing i think there's something really interesting here which a lot of people don't think about which is that this is kids content specifically designed to be consumed over and over and over again and like i don't have kids but i'm sure you guys go through this like does julian have a favorite one of these that you just park him in front of and you'll watch it again and again is that a thing definitely and so i won't play it because i don't want to i'll play it for a second sometimes youtube will kick you out but i'm playing the most recent video [Music] and uh see there's already an ad so i'm gonna stop it so youtube doesn't pull us they created a whole entire damn play in central park like you know there's the walkway in central park and there's like the bench right there's that famous bench that are in all the movies and stuff so they created a whole entire like theatrical written they wrote it like song and dance in central park in the middle of the summer and my kid cannot get enough of it there's this part where they'll hide behind the trees and they pop out one by one behind the trees there's four of them and like they're different colored t-shirts and stuff and you can watch that thing over and over again cracks them up dude okay so here's the crazy thing about this what strikes me about this and i wanna i wanna i wanna i wanna i wanna open this up and let's go higher level now so this is a this is an incredible example now how can other people apply this to their businesses i think there's a few things that we touched on one like you said like it doesn't take that much to get started right these guys started with a green screen and a cell phone i would love to dig into their growth path and see what was it that actually kicked off this crazy growth i have no idea did you find anything about that yeah it's wholesome so i think millennials are a little bit more weary about kids and screens and smart it's a little confrontational a lot of the kids content right now is very very stimulating like overly stimulating because you know marketers are treating kids like uh consumers somebody listening is going to know if you know what it is tweet it to me at tim stodds but there's a particular youtube channel right now which is very much like bam with pow like power rangers times 11 you know with just all the flashing and you know little kids super wide-eyed can't take their their eyes off the screen and so i think miss rachel is creating just such a killer brand for herself because it's old-school songs that you and i grew up with yeah songs that she also wrote and her husband wrote that like you feel good letting your kid watch it he's not just sucked into some metaverse world like he's learning how to count and he's singing and he's dancing and it feels good i think she really nailed that the other thing that strikes me about this is the i'm gonna call this the disintermediation of disney and maybe that's the wrong term for it but here's the deal i mean look at these view counts and 67 million 32 million 35 million these guys are racking up serious eyeballs right it's like a third of it's like a quarter of the country i was thinking that to myself when i was like how many people watch the game of thrones finale a lot do you think it's more than 68 million people absolutely yeah i don't know i have no idea but but it's up there but the point that i was trying to make is this there are like we grew up in a world where there was one disney yeah one looney tunes right now youtube makes it possible to she created her own version of disney and they're getting like like you said they have their own characters they have their own music they've got a growing staff this is this is the disney story early on i mean disney did it with you know stories that were sort of in the public domain but it looks like they're doing a version of it which i think is so interesting because you and i grew up like i said in a world with one disney what's it gonna be like when people grow up with all these like you grew up following your favorite creators instead of one huge mega company i don't know there's something really interesting about that because the stories we tell are not the same either like that like every single creator is going to have their own not only their own stories but their own takes on the same story i mean can you imagine what would happen if like this woman and mr beast both did their versions of cinderella like what would it be like if you as a kid your favorite movie was like robin hood and you had a hundred different available versions of robin hood to watch and like all the different world views that's going to create i think this is a super interesting example of exactly what you said how the internet is just making a ton of different types of business models possible that we maybe didn't even consider in the past or like different storytelling models and i love that you brought this up because actually it segues kind of neatly into like one or two other things that i wanted to talk to you about did you have anything else about this no i i want to highlight miss rachel i want to show that the content itself is also leading to a ton of other opportunities like miss rachel and her husband can probably who knows sky's the limit with their youtube channel right they like could legitimately probably start rivaling other major kids media brands that we think of but i do think it's really really cool the the main point i want to make which is something i've been harping on lately is that you have to have something to offer i think we're getting too stuck in this idea of like you just start making content right like well why if you don't have something actually to offer like a particular skill or a particular solution to solve i mean who knows it's doubtful that you're gonna get anywhere i don't ever want to say never because there's a gazillion examples of people just coming up with random stuff and getting successful but the difference is those people will blow up for a week or a day maybe even a month you know what miss rachel's doing god damn this is like a lifelong media enterprise that she's gonna be able to build just because she's got such a unique and like they're they're actresses too so she can really sing real music like the sound quality is produced well i think they got that right they knew the cell phone okay whatever but they obviously had a shotgun mic or something and then like interactive speech and sign which uh it's perfect like it's freaking perfect really so miss rachel for the win killing it totally i think you could do this exact same thing so you brought up a good point there too it's not just entertainment it's not just kids songs they're kid songs with a purpose yeah and what she's doing a really good job of is solving a really difficult problem that a whole bunch of families face not just kids but their parents too so i think you could do this exact same thing with i mean potentially like autism based content or adhd or you know any of a million other things like it could be really interesting i don't know if this is this might be a little over the line but like what about allergies i mean there's kids who have allergies they still kind of need to be educated on what they should and shouldn't be doing to like protect themselves is there a version of like you know fun youtube songs that just happen to work in like intelligent allergy information as well so kids kind of grow up with those things in their heads i don't know but to your point it is really really interesting and i think the model is uh perfect because it's it's something that's designed to be re-consumed and i hadn't thought about it again exactly yeah i had never thought about that one thing we should continue to think of as we go through this episode is like how how can creators in our in our world like in the like marketing agency startup space how can we be creating more stuff that's designed to be consumed over and over because even like this podcast you know like the stuff that we do is kind of like oh yeah listen to it once maybe you've got a favorite episode of something that you go back to every once in a while all right we're going to lock tim on on an island he can't get off until everybody listens to this podcast three times there's something there man we're gonna we're gonna figure it out we got it yeah but this is a really cool case study and like i said okay i'm glad you brought it up because it it actually ties in perfectly with two things that i found i was like really excited to show you have you ever heard of somebody called nicki slices no okay and have you seen that they turned think and grow rich into a movie what's alright okay good two surprises okay i'm gonna start with the movie thing because i think it's the closest related to what we talked about but i want to show you both of these so i don't know how i got i mean i just got targeted with some ad like grant cardone ad for think and grow rich the movie and it turns out i know you're a big fan like you reread the book all the time it's as soon as i saw it i was like oh dude tim's got to hear about this everybody out there has got to hear about this and i actually bought it too so here's the deal it looks like a group of like media producers director writers all that kind of stuff got together to turn think and grow rich into a docudrama and then they released it and they're selling it almost the same way grant cardone would sell like any other paid teaching service so like it's expensive if you just want to watch the movie and i think maybe actually let me just share my screen so i don't misquote any of their offerings you can see that they are selling this like a normal info product i'm looking at a huge sales page here like big bright call to action it's the most like click funnels sales page i think i've ever seen dude it is it's actually pretty bad so here's things i want to just from a high level i want to go through what i love about it when i hate about it what i loved about it is i i actually bought this i think they did a really great job of telling the story of think and grow rich because the way the movie works is like it takes you through the story of how napoleon hill wrote it but it also interviews a whole bunch of successful people who really uh love the book and it plays out some of the more famous stories there in the books like you know the edison story mm-hmm you know uh just just a whole bunch of the a whole bunch of the anime like the little girl knocking on the door yeah of the school house yeah yeah yeah all those so cinematically i think they did a great job what were the other things that i loved because i actually wrote them down so i didn't want to forget them i didn't i don't want to like burn these guys too bad things i love uh oh rav dear dexter that's the other thing i loved about it oh yeah he loves this book yeah yeah i thought the video was really well done here's the thing that disappoints me a little bit like if you know the story behind think and grow rich and maybe i should just give a quick overview for people who don't know it napoleon hill was a journalist way way back in the like the gilded age so what was that like late 1800s early 1800s sometime in there around yeah around the time of the carnegies and for like when ford was first getting started all this stuff yeah so he was a journalist he caught an interview with carnegie and they had such a great conversation that by the time he was done carnegie basically asked him he said hey would you be willing to devote your entire career to figuring out the secrets of what makes successful people successful and then napoleon hill said yes so carnegie basically funded this guy to go off to all this research and over 25 years he like found a whole bunch of the secrets of the super successful and he compiled them into a book called think and grow rich which is now sold 200 million plus copies and i believe is in the public domain at this point which means like anybody can do derivative works based off of it okay what carnegie did was really cool right like in terms of just service to humanity to fund somebody for years and years and years to figure out how all the most successful people make all their money and then make all that information available in something that's as affordable as a book is pretty cool right and people who really love that book i think would have a little bit of a problem with the way this is being packaged and sold now to be fair there are a whole bunch of added expenses involved with you know filming and getting a lot of these guys to appear and all this kind of stuff but i was a little disappointed that they were taking this like sacred book and force-feeding it through this click funnel page which by the way is probably not only the most click-funnily type of click run away yeah but probably the most effective one too because they pull they pull like every shitty upsell tactic throughout this thing to confuse you and like keep scrolling down ah dude like i here's the problem okay so they're charging and you can see everything the 13 secrets to let you live your dream life i'm seeing fancy watches i'm seeing a guy throwing what looks like just receipts but i think that this looks like receipts yeah travel like fine dining all this kind of stuff and then uh like featured interviewees all these famous people people that you want to hear from by the way in this they and guess who i've seen the entire movie i have no idea who they're referencing here like nobody really stood out as like the guess who guy who like showed up so this is just a sales tactic but it worked and you get down to the price and it's like oh there's a couple options so normally 120 you can you can buy the basic package which is the streaming access plus and ebook for 24 bucks an ebook of a book dude an ebook of a book that's like 200 years old it's in the public domain this thing is a 27 value that is that's a reach okay but we'll give it to him or the best deal this is what i bought they just wanted to see like what was all included and it's like you know it's the book it's the ebook or it's it's the ebook it's streaming access it's a legacy soundtrack uh audiobook and whatever there's a couple other things but it's like it's like 60s yeah they're okay so they're they're doing this really well they're following all the rules right i gotta give it to them for that and like i said this is probably one of the more effective campaigns that's out there in the world they're even like i can see as we're sitting here this little pop-up saying jenny just purchased in melbourne florida six hours ago i would love to see my name pop up on that like ethan just purchased last night so anyways what i was a little disappointed in is as you click through like there's all kinds of upsells it's very confusing it's difficult to make it through without and i like i know what the deal is right i know what to look out for it was still kind of hard for me to be like what am i doing and figure out how to just pay for the one thing and get it so whatever i'm not going to hold it against them they're following all the rules this is the game that we play but there was a part of me that was like ah this is kind of a sacred book and you know i love that they rebooted it i would just like to see them maybe not sell so hard with this but whatever so why did i bring this up first of all i think this is brilliant the reboot i really i actually think that it was like a more approachable way to tell some of the stories in the book so somebody who maybe won't go read the book right out of the gate could easily sit down and watch this and you know i actually think i keyed it on some parts of the book that i don't normally absorb sure so that was all great the other reason i thought this was cool is because i said you could do this there are so many old books on making money in the public domain like pt barnum wrote an entire book on money did you know that no yeah and i was just thinking to myself like it'd be so interesting to do this as a business to take old popular books and turn them into video courses or docu-dramas or something like that so i dig into i dug into the whole company to see how they do it and they actually like it's pretty interesting i won't go into the like super deep details we can let people like tweet at us if you want us to go deeper on this but i just i thought i saw this it caught my eye i checked it out i thought it was pretty cool some things i would do differently but overall i know you're a fan so i wanted to bring this to your attention i love it there's a lot of stuff to pack into a little bit of time every self-help book you've ever read is derived from thinking we're rich it's basically the first time anybody made the correlation between thoughts and outcomes so all of it like you know the the secret basically any self-help book you've ever read couldn't exist without thinking you're rich and the coolest part about the book is that there's an undertone through the whole book that he doesn't tell you what it is and he says you have to figure it out for yourself and then when you do figure it out it's so blatantly obvious that you can't believe it and it's been a huge game-changer for my life it's really helped me be mindful of my thoughts and be mindful of like what i allow into my brain and so read things very rich i read it every year and i'll read it every year on january 1st probably for the rest of my life now let's let's talk about the bigger point right i would be so in to something that can re-package some of these classic business concepts into maybe more modern so to be able to absorb the content in like a more modern media friendly way so another one right is um how to win friends and influence people coincidentally also by carnegie not the same carnegie but thinking where rich can be summarized in one sentence basically is you become what you think and how to when friends and influence people can be summarized in one sentence which is basically make people feel important and if you can learn how to do those two things like you can be freaking unstoppable and once you see them you realize that there actually is like a personality metric that is like a little bit quantifiable in successful people so it's not so woo-woo like there actually is really really specific personality traits that successful people have and if somebody were to take maybe the e-myth and think and grow rich and um how to win flu when friends and influence people pt barnum is really probably helen keller's book you know there's a there's some really really interesting stuff there um and turn it i mean it doesn't have to be such like a high production value docu series right but what about what about just a more media friendly presentation way to take these timeless ideas and present them to like a younger generation i think you could sell so many of them there's so many yeah or even like a more representative way so one of the things that's interesting about these old books is like you know they're all written by white dudes about white dudes which is pretty common back in the day um you could do these exact same books for like all sorts of different groups right whether you like not just a diverse not just like one book with super diverse subject matter but you could literally do this for women or like four young girls four oh yeah like chicken entrepreneurs yeah exactly right and it's like there's so many examples of like just six case studies success study success stories out there these days i think you could really rehash this to specifically target each one of those demographics and like it's kind of a case of doing good while doing or doing well while doing good right because like here's here's another thing that i found i didn't i didn't plan to bring this up so there's an old magazine that used to tell stories of like how people made money fame and fortune weekly so here it is fame and fortune weekly was a magazine that told the stories of like people who were making money in all sorts of different ways and this magazine ran from like what was it 1905 to 1929 weekly right in 1928 it switched to bi-weekly so there's just oh there's dozens and dozens and dozens of these magazines and they're all like a lot of them are out in the public domain you can just go read them well the thing about fame and fortune weekly is that the tagline is boys that make money which is fine it's great but you know it's kind of old-timey language so i think you could totally reboot this for a modern audience like take all these all these ways of making money they're still applicable you just need to talk about them like you're not 200 years old and then you could do the exact same thing for girls you could do the exact same thing for like i don't know but you could do the exact same thing for the like the trans community or whatever you want it's not like the i don't think the gender of who has making money was like the biggest part of this but the idea is that there's all this old content that's out there and it's really good and it can totally be rebooted and repackaged and resolved so yeah yeah and a lot of this stuff is stuff that people like i see this all the time on twitter man like people keep stumbling across old stuff that's just really good like did you see the um the note that david oakley sent to his entire staff about how to write no this just came up the other day let me stop sharing so i don't accidentally share my slack get chased down by the sec let's see okay so here it is so david ogilvy you know him right totally okay for anybody who doesn't know him overv was like the creator of is it obvious like one of the largest advertising firms in the world i think so yeah and really old school copywriter and he basically sent this memo to his entire office one day and it just said how to write and this is like it fits on one page ten rules basically it says the better you write the higher you will go in obviously and may there people who think well write well good writing is not a natural gift you have to learn to write well here are 10 hints and i'm just going to read them out real quick read the roman re raphaelsen book on writing read it three times right i don't know what that is i want to look it up but instantaneously i can tell you it's an old book on writing that more people should know about right write the way you talk normally use short words short sentences and short paragraphs never use jargon words like reconceptualize demasification attitudinally judgmentally they're all hallmarks of a pretentious ass never write more than two pages on any subject check your quotations never send a letter or memo on the day that you write it read it aloud the next morning and then edit it and then eight nine and ten is if it's something important get a colleague to improve it before you send your letter or memo make sure it's crystal clear uh and if you want action don't write go and tell the guy what you want so it's just a little example of like these things from history that are so valuable and most people have never heard of them i think you're super onto something man i think here's why it appeals to me specifically i can't necessarily speak for anybody else i hate creating products absolutely hate it and the reason why i hate it is because there's so many times when i think to myself what the hell am i doing this for because it's already out there and i think it's important to make the distinction that we know that everything has basically already been done it doesn't mean that you can't make something more unique like what makes it unique is your representation of the idea or your particular understanding of how to present an idea it's like i'm not i'm not saying don't make a product i'm i'm saying the opposite like yes go make a product for me personally as somebody who like reads a lot and likes to learn from people who i think are more experienced i it was always difficult for me to just wrap my head around the idea of i like sharing my experience i like writing i like creating content i like putting it out there and even the product that i have been working on the bootstrapper isn't so much like a standalone product as it is a continuous like reflection on what i'm learning right i just what am i saying here i never felt like i knew enough to where i could say i'm done learning and so it was hard for me to ever just like put a stamp on something because for me it was like there this is it this is everything you need to know and it was difficult for me to do that because i feel like i'm continuously learning stuff anyway when there's stuff out there like this it totally solves that little conundrum in my head because i don't need to put my stamp on anything like all i'm doing is curating and providing like the emotional labor to present this badass stuff to you that has like kind of already been forgotten and lost in the archives and so i feel good about it because i'm still providing like a really really valuable product to you without having to you know convince myself that i'm teaching in like the exact way that you should do it in the exact set of events in like this exact order right so i think it's a lot of fun and like i said this is for me personally not everybody's going to struggle with this i don't know insecurity i guess you could call it or maybe just maybe not even insecurity maybe just a it's a stumbling block it's like a mental stumbling block for me but if i were to create something like that i would feel so good about the product that i'm delivering to people and not insecure about like is this valuable or not because somebody else has already basically created the book ends you know you're just refreshing the pages yeah yeah that's a great point and by the way we've written about this at trends there are people who are building like really big businesses on what we call bougie bibles which is like i mean you can do this with any any text that's in the public domain you can do this with and so there's people who are taking the bible and turning it into like these beautiful coffee table books yeah and they sell super high prices and you could do that there's a lot of other you know sacred texts out there that i don't know it's that's a that's a gray area because some people might consider that to be like i don't know like crossing a line or something but then you can make the other argument which is well hey now more people are seeing it more people are seeing it more people are absorbing it so i am personally all for it but great point about like they they already set up the goal posts you know all you got to do is kind of yeah okay we mentioned this whole think and grow rich thing and how it's like over optimized and i i can hear some people in the audience saying but ethan you have to sell things like this right this is the way it's sold you have to do this that's where nikki slices comes in so you have never heard of this guy right this guy runs a pizza club it's a pizza restaurant that you can barely order from so how do i frame this up nikki slices runs a bake and take pizza delivery service in st louis and the deal for the longest time was there's no the only way you could order from him was by sliding into his instagram dms and once a week he would post his new flavors on instagram and then you text him as fast as possible sometime between like monday and wednesday they took orders you had to venmo him the money and then they would make all the pizzas and deliver them thursday and friday and that was the entire business and he's killing it and he's since created a little bit of a website so uh there's this service that allows people who run ghost kitchens to like post their menus online i'll see if it comes up here but the ordering sequence is still the same you still got to wait till monday the the the flavors come out and check this out man every single thing sells out like he sells out so bad even his gift cards are sold out all without any like this is not it's not just that he doesn't have a funnel this is like the anti-funnel yeah it's like the anti-cro approach and he's absolutely crushing it so that's all that sold out so that's the whole thing it's a hundred dollars oh that's a gift card how much does a pizza cost uh like uh 27 bucks all right so not bad but okay so i liked this and it got me thinking i started asking around i said are there other versions of people who create these businesses that are like purposefully difficult to order from and they're absolutely killing it and there's a couple so one have you heard of my cookie dealer no but i love the name it's oh it's a great name they totally lean into it so the whole idea is that like their cookies are so good it's like drugs and they drop new flavors once a week they've got like a million followers on instagram oh no sorry 325 000 followers on instagram look at these these cookies are gonna make you hungry dude like they've got these cookies so much bro i have such a cookie problem they're stuffed they're like stuffed with like cookies and cream so once a week they'll drop this for the people listening we're looking at a video this guy breaking open this cookie this looks amazing they dropped this and you have to order get this man first come first serve i don't even know i don't know how this plays out but they allow something called cart stealing which is like if you abandon your cart or something you didn't place the order fast enough somebody can come in and buy your cookies okay so that's that's one and the other one that i have because i love this business model i don't know how to pronounce this have you ever heard of this i think it's i think it's peachy babies yeah probably yeah p-e-a-c-h-y-e-i-e-s they got a million followers on instagram they make slime so they make that like i don't know it's like a toy or something like a lot of people use this for yeah they make it in a giant like bread kneading machine million followers they drop new colors every single week and same exact thing they completely sell out so it's like a product drop every week it's completely sold out they're about to restock look at this i mean i'm i'm yeah sold out sold out sold out it's just slime yeah it's just like it's just colored slime so these guys i'm actually going to watch and see what happens because they restock tonight at 7 p.m fridays at 7 pm all right and i want to see how fast it goes but i'm so curious about this this i think ties in with what you were talking about earlier about like products that can be reconsumed over and over again what this got me thinking about is like how do you create some kind of service or product in our realm that people are like chomping at the bit to receive and i don't know i mean we're short on time now so we might have to say this for another episode but like i wonder if you can get this one because there definitely is something to like the the scarcity it's such a scarcity though it's it's one more than that it's like exclusivity that's it product drops yeah product drops we should do that next week that's really interesting yeah it makes me think about sneaker heads i mean i remember when i was doing eight nine clothing and we were matching up t-shirts with some of the sneaker releases and i mean it's it's insane what people will do if like yeezys or phone posits or jordans come out and what what they'll go through but the other side of it is like the anticipation and the hype that is are that is purposefully manufactured for this one moment of like frenzy i'm gonna look into that i'm gonna look into that so that we have something to go for next week right on well this was fun man great find one youtube thing everybody out there listening let us know what you think shout out to who we got a shout out this week i think we should shout out sean gossman because he's always sharing our stuff yeah sean's really cool yeah i just gotta talk about him in my blog he needs to create like a uh like a hiking brand he knows so many of the trails totally yeah for people who don't know him sean gasman is he's a listener he's also a digital marketer in fact i was reading one of his articles the other day he did this thing all about how everything is content and it's really good so we'll break it down next week but we know you're listening sean so thanks for all the love shout out and then also one more thing i got to tell you before we go is somebody who will remain nameless who listens to this show told me the other day that quote this is a quote this show is what my first million used to be and i don't know i don't know if she means amazing or completely unknown but yeah no we're gonna i think that i i said that's gonna be our new slogan right sam yeah you give