Roy: Good morning everybody, or good afternoon if you have to be watching this by tape delay, but there’s no tape anymore.
Daniel: No, there’s really no tape delay.
Roy: By DVR hesitation, if you’re watching it other than live, welcome whatever time it is, wherever you happen to be. Now, we’re gonna have an amazing, amazing, amazing hour together today, and it’s going to end with an opportunity for you to score, ka-ching, really big, and Daniel will contemplate what your award will be for participation after-
Roy: … He finds out exactly what it is I’m gonna challenge you to do.
Wonderful questions you guys sent in, and it opened some doors for us to go to some interesting places and tell some better than average stories. So, first, we were talking about you had a story about a Labrador Retriever?
Daniel: Oh, I was just saying you know that I met this dog, who’s a Labrador, and it did magic.
Roy: It did magic?
Daniel: Yeah. You know what they called it? A Labra Cadabrador.
Roy: Okay. What that makes me think of is, what day is the Academy reunion this year?
Daniel: August 25th. No, no, August, I was thinking of the Grammy. The Academy reunion is I think November third.
Roy: November third, okay.
Daniel: I’m trying to go off of, I’m gonna pull it up just to make sure.
Daniel: But go with November third.
Roy: So in November … Anyway, at the Academy reunion, one of the most stunning close-up magicians in the world wrote an amazing book that I’ve talked to you guys about, Nate Stanforth-
Daniel: Nate Stanforth.
Roy: … He’s gonna be here, and he’s gonna do some stuff for us and it’s gonna be amazing, and we actually paid for him to come because he’s that good. He’s not coming as a favor to us even though he likes us, I mean it is what he does for a living, and so we’re treating him right, and we want you to be there if you can. It’s at?
Daniel: It is November third.
Roy: November third.
Daniel: Saturday, November third.
Roy: November third. Also, we’re gonna be talking later, there’s going to be an opportunity, it’s not actually Wizard Academy, it’s Wizard of Ads’ partners, but we’re gonna have an opportunity for some of these people to possibly win a free seat. Now this thing’s $2,500 for the day, and it’s in Seattle, which means it’s really close for a bunch of our Canadian friends.
Roy: And I’m gonna make it possible for at least one person to win a seat and be one of 12 people there in the room-
Daniel: Hot dang. Plus in Seattle, which is awesome.
Roy: Yeah, it’s gonna be Seattle, and that’s also in September.
Roy: I can’t remember when. I think it’s the nine … 18th?
Daniel: I have it in my calendar as well.
Roy: I think it’s September 18th, forget it. Just go to themagicdozen.com if you happen to be the winner of our event toward the end of the hour.
So, Daniel, let’s read the first question.
Daniel: “In February’s Radio Ink article (Online Buzzwords), you talk about how branding on radio increases customer conversion and the overall effectiveness of online advertising. How do you respond when a client believes they should be doing more online, in particular, social media (Facebook and Instagram)?”
“Do you have clients that brand on the radio and also benefit from having a social media/online advertising strategy in place? How do you manage the relationship between radio and social media with the client?”
Roy: Okay, it’s a really good question, I’m glad you ask it ’cause a lot of people are struggling with that sort of thing, but not me, because what I’ve always called the upfront agreement is when you limit what we’re gonna call the scope of work, and you say, “Look, this is what I’m gonna do for you, and this is what you can always count on, and here are all the different things I’m gonna get involved in.” And you know what it comes down to? Words. I’m gonna come up with words.
Daniel: Where you put the words.
Roy: … What happens after I come up with this words is between you and other people that work for you, and so the implementation online, I do zero of that. None.
Daniel: Do you ever try to insert yourself to make sure that they don’t assign someone to social media who just make up their own words?
Roy: Absolutely, as a matter of fact right now, this is a matter of fact, one of the last things I did before I sat down was one of our larger clients, 1-800-GOT-JUNK? The founder and the owner of 1-800-GOT-JUNK is Brian Scudamore, and he has a book coming out, and he’s gonna be sending out an email to all of the many hundreds of thousands of 1-800-GOT-JUNK customers announcing this book. ‘Cause this story, it’s only 20,000 some words, the story is heartbreaking, hilarious, and it has a happy ending. It’s a really fascinating, fascinating story, and the book is at the printer now and will be released shortly, and so I’m gonna write that email.
Roy: Now. How they send it, who sends it, the technology they use, I don’t care. I’m not getting involved in that. And all of my clients have websites, all of my clients have Facebook pages, and when they want to talk about something like Facebook, I always say, well okay, here’s the deal. Whether or not people respond is gonna depend on the fact that you understand what social media is, and it’s not a channel of advertising. Yes, you can buy ads on Facebook. They’re staggeringly expensive, and the illusion that you’re saving money ’cause you’re targeting exactly the lookalikes is, in fact, an illusion, and when you actually put a pencil to it, it’s a horrible deal.
Now, the only people who really need to be using Facebook advertising are people who have no ability to buy mass media. They have no ability to buy outdoor, radio, or TV, and so if it’s a big, international or national company and they have a tiny little budget, and they can’t buy a radio ad in every town in America, they’re forced to pay these high prices and try to use the kind of targeted Facebook ads.
But now, that doesn’t apply to any of my clients, because I work with local clients for the most part, and so what I do for Facebook with my local clients is I say, “Look. People are going to bond with you because of our radio ads, and they’re gonna go online whether we ask them to or not.” We don’t have to promote, “Find us on Facebook!” We don’t have to promote, “Like us!” We don’t have to promote, “Look for our website!” It’s like, no, no, no, no, no. The web, the internet, Google is the new phone book. And when people know your name, when they think of you first and feel the best about you, and that’s what mass media is for: to make them think of you first, and feel the best about you. It’s about bonding. They are going to go online, and so does a client need to have an online presence? They absolutely do. Now, do they need to be spending any money with digital advertising? Probably not. Probably not. But, that doesn’t mean they don’t need to be paying attention.
Now, what’s called channel alignment is they have all these channels of communication, and you gotta face it. Facebook is a channel of communication. Their website is a channel of communication, and you’ve gotta make sure if you’re gonna take authority over their messaging, which is what we’re talking about here, then you have to make sure the things that you’re saying in radio ads, or in TV ads are in alignment with what’s going to be said in social media. And so, if they don’t meet the same company on Facebook that they’re expecting after hearing the radio ads, then you’re screwed.
Daniel: Which is why you don’t just hand it off to someone who’s good at the interwebs.
Roy: And so what happens is, is everybody that works for all my clients, they fully expect to get from my client, “Here’s a copy of the radio creative.” Now, build from that, but these are the phrases, these are the brandable chunks, these are the ideas and these are the dates the ads are gonna be released.
Daniel: Ah, there you go.
Roy: And so what happens is, get your poop in alignment with this stuff. And so it’s really simple! There’s gotta be some goober that’s gonna do the goober thing, but it doesn’t have to be you! Okay?
Daniel: And that actually takes the edge off of trying to find a social media manager who’s also a creative writer and an advertiser, you just need them to execute the plan.
Roy: Exactly, and so all of my most successful clients have got somebody exactly as you described. They’re incredibly good at execution. They are not good writers. And so I create the messaging, hand it off, it gets implemented through all these different channels and I’m just basically gonna record the radio ads or produce the TV ads. I am not gonna get involved with exactly how to implement that message in the other channels. You guys do that. And so it’s really not that hard.
So don’t embarrass yourself by trying to tell people you don’t need to have an internet presence, you don’t need to have a Facebook page, you don’t need to have a website, you don’t need to have these things. Of course, they need to have those things! Because people are going to just casually expect to find them there. Okay? Let’s go to that next slide.
Daniel: “Roy, we have a laser treatment and massage clinic on air starting in September. They will run one radio ad per day between 4:00 and 5:00 PM during the PM drive time Monday through Friday. We are going to rotate two ads, one focusing on hair removal, the other on skin treatment. How many weeks would you recommend we run before they become tired?”
Roy: Brilliant question, I love that question. And I want to comment, ’cause all the radio professionals that are watching that? They’re just gasping right now and going, “oh my gosh, oh my gosh, oh my gosh. One ad a day? Five ads a week? That’s a horrible idea!” Well not really. You do have to accommodate the budget that is, and if you have only enough money to buy one ad a day, then you need to do exactly what these people are doing. You need to be-
Daniel: Show up at the same time.
Roy: … Show up, in one hour every day. Now you’re not gonna reach the whole station’s audience, but you are gonna reach the people who are typically in their car or listening to the radio for whatever reason during that hour.
Now, before I answer your question, I’ll tell you that we recently faced a situation in Charlottesville, North Carolina, and it’s an unrated market, they don’t have Nielsen ratings. Arbitron used to be Arbitron now it’s Nielsen Audio. And so it’s an unrated market, there are three stations that actually kind of matter, and all of them, because they’re only three stations, just have completely non-negotiable rates. It’s like, “Shut up and go away.” And I’m not accusing them of collusion, but usually, when everybody holds the line, it’s a little, tiny town, and all the managers have lunch together.
Daniel: That’s right.
Roy: That’s probably not what they’re doing, but it feels like it. Anyway, we said, “Okay, so we’re only gonna buy two ads a day.” That’s all the money we had. Now remember this is one little outlying store in a company that owns a whole bunch of stores. But it’s just outside the coverage area of Richmond, Virginia. Charlottesville, Virginia, not North Carolina. Thanks for correcting me.
Daniel: Richmond, Virginia.
Roy: Richmond, just outside Richmond, Virginia, so Charlottesville, Virginia, just outside the coverage area of the Richmond stations. So these guys named a price, and they said, “The last price.” And it’s for the morning drive. I said, “Well okay, we’re only gonna do two ads a day, so we’re gonna do them in morning drive. What’s your window of hours for morning drive?” And this particular station said five A to ten A.
Yeah, here’s the deal: that’s not what we’re gonna do. Because I’m not willing for even 20% of my ads run between five and six for the kind of price I’m paying here, ’cause I’m paying big money. And so I said, “Here’s the problem: most radio stations have what’s called priority codes. And if you negotiate a lower rate, you automatically by the software usually get put into the less desirable time slot, and the people paying more money get the more desirable time slots.” And so, you gotta be careful that if you negotiate a good rate, you can’t give them this day part that laps over into some really undesirable times ’cause that is where you’re going to end up. The software just does that.
So I said, “Alright, here’s what we’re gonna do.” They didn’t have any fixed position stuff, and so we made them an offer, it was like 20% more than their asking price for the morning drive. They go, “Why would you do that?” ‘Cause we need you to play one ad a day between 8:00 and 9:00, or 7:00 and 8:00, the other one between 8:00 and 9:00 in the morning. So this is between 7:00 and 8:00 in the morning, this between 8:00 and 9:00 in the morning, every morning. So we’re gonna run two ads a day, and we did the exact same thing these people are doing. And they said, “Well, nobody’s ever offered us more money,” and I’m going, “Well, you know, I wanna make sure that anyone else that wants to have this really super-narrow little time slot.” So we’re only running 10 ads a week.
Now, here’s the thing. Our laser people are running two ads, one for laser and one for massage, I think.
Roy: Well see, that’s problematic. I’m not saying don’t do it, I’m saying, there’s gonna be some long-ass time before you need to replace those ads because sleep is the enemy of advertising. Sleep is what erases advertising, and so you’re climbing a muddy mountain. Two steps forward, three steps back, three steps forward, two steps back, three steps forward, two steps back. Every time the person goes to sleep, they slide a little bit down the mountain, and so you’re looking for the most repetition within the fewer sleep sessions. Well when you’re running one ad a day, which I don’t have a problem with, it’s not a bad plan, you just have to go, “Well gee, if we’re running one ad every day, the average listener’s only gonna hear two of those,” to be frank. A few of them might hear three of those, but the average person’s only gonna hear maybe two of those, no matter how loyal they are to that station, no matter how often they’re in the car during that time, they only hear like two a week.
Now what that means is, they’re only gonna hear each of the two ads on average once a week. Now what you’re looking for is you wanna make sure the identical same person hears the identical same ad a minimum of eight times. So, I’m thinking it’s at least eight weeks, maybe as many as 10 or 11 weeks.
Daniel: What if they had the two ads and they just ran one for a chunk, and then switched to the other one for a-
Roy: Better idea. In other words, but it’s not like one’s a mistake and the other one is brilliant, it’s just like, you know what, as long as you don’t change the ads too often. As a matter of fact, if these people went 12 weeks before they put two new ads on, I’m okay with that. Because you’re gonna have to have an absolute minimum of eight repetitions per ad, and I’m only going to assume the average listener’s only gonna hear two of the five each week. And so when the identical person has heard the identical same ad, I used to say from nine to 12, I’ve now modified that to be about maybe eight to 12 per week, per ad.
So we want the identical same person to hear the identical same ad at least eight times, probably no more than 12, before you change it. And it’s like, “Well didn’t they hear it the first time?” Well, not really. It takes, usually, they’re gonna hear the thing four, or five, or six times before it really-
Daniel: Before it registers.
Roy: … Is clear, exactly what you’re saying.
Daniel: I can’t count how many times I’ve heard an ad multiple times, and then by the third time I catch the last sentence, and I realize, “Oh, that’s kind of an interesting sentence!”
Roy: That’s why radio-
Daniel: And then I don’t really hear the beginning until the next time.
Roy: Exactly, that’s how radio works. Radio has to have repetition, and if these people run every week 52 weeks in a row, the only thing I would warn you guys is this: if you’re only gonna be on once a week, between 4:00 and 5:00, which is not a bad plan … Once a day I mean, between 4:00 and 5:00, on that one station. Make sure you’re ready for a long ramp up. You’re gonna get at least two months into this, and you may not have a call. I mean, I would prepare a client … You’re gonna get two months into this, and if you even get one call in the first two months it’s a freakin’ miracle because we’re not hitting it hard enough to generate any real traction.
And so, I would say, so just calm down. If you can’t fund this thing for at least four months-
Daniel: Then you gotta have patience.
Roy: … Without getting even a single call, if you don’t have the emotional staying power and the financial staying power to fund this for at least four months before you even get a glimmer of hope, then just forget it. Because when people think every time the ad runs somebody’s supposed to call, that’s just a horrible way to live when you’re in the advertising business, ’cause it doesn’t work that way.
Alright, let’s look at what we got now, Chad.
Daniel: Did we jump one?
Roy: No, I got them out of sequence.
Daniel: Oh, okay, good.
Michael Bruce. “Big surprise, this is from our network TV sales rep, but what I wanna know is how do they attempt to survey what is influential?”
Roy: Yeah, so how do they … What I want to know is how do they attempt to survey what’s influential? So, they’re saying, “Hm, what was the methodology?” So read the rest of that.
Daniel: So the email he got was from the TV sales rep. And it said, “During the 2017 holiday season, TVB set out to identify the importance of advertising media in general, and looked at the individual ad platforms that influenced customers during their retail purchase decision process. Over 20 platforms, both traditional and digital, were studied across multiple segments for brick and mortar stores, as well as the online side of retail.”
Roy: And then this is the chart that came with it, and of course the big blue block-
Daniel: Is TV.
Roy: And so everything else doesn’t mean crap, but only TV matters, and so then that’s the chart that came. And then the explanation of the chart was this. Now by the way, it actually has on that chart it says, “Source, the Gfk TVB Purchase Funnel 2018 Retail Category,” and then it says, “the percent of the most important media types among those who saw or heard ads in at least one media.”
Now, then read the key findings.
Daniel: Key findings in general. “Regardless of how consumers shopped this season, either in store, online, or some combination, TV was the most important influencer throughout the purchase decision process. Half of the respondents were exposed to six or more media sources, higher than other categories previously studied. The percentage increases with the younger audience. Broadcast TV is the primary source of news, and local TV news assets are highly trusted among the media platforms. After TV, digital platforms are important. The survey results highlighted TV’s strength to complement digital and drive traffic online.”
Roy: Now, before we go any further, I wanna make it crystal, crystal, crystal clear: Daniel and I are sitting in a television production studio that I built. This is on my property, we are deeply invested in television, we do a lot of television for our clients, we believe in television as much as I believe in anything. But, TV has its limitations. I’m not against television, I’m not trash-talking television, I’m trash-talking bad research and deceptive salesmanship.
Daniel: Yes, and cherry-picked-
Roy: Cherry-picked data are what I’m trash talking. So I’m not against TV. Don’t think that I am. I’m not even against social media. I’m just against people that misrepresent it and lead people into misusing it and having false expectations. Having expectations that just can’t be met doing what you’re doing with the tools you’re using. Okay?
Roy: So I’m not trashing TV, but, Michael, thanks for the question. Let’s look at those next slide.
Oh. If you Google that Gfk TVB blah blah blah? Yeah, it’s linked to the Television Bureau of Advertising.
Daniel: Yeah, of course it is.
Roy: Now listen, I went down that rabbit hole as far as I could go, and here’s what I found on the next page: it’s a member’s only deal, so you have to pay to get the complete study.
Daniel: That they did about their own media.
Roy: Yeah. So what happens is, and so the members are obviously TV stations, and hey, here’s some propaganda for you. Here’s some propaganda for you, but if you’re not paying us for our propaganda, we’re not gonna give you access to it.
Daniel: Yeah, we’re just gonna give you the results that we want to tell you about.
Roy: Exactly, so this is the thing: don’t you wish you had more information you could share about this? And so this was like their teaser.
Roy: And so this guy got the teaser-
Daniel: And he’s like…
Roy: … He may or may not have access to the full study, but see the question was, that Michael wanted to know was what was the methodology? So let’s go one step further. Remember that email that the guy shared with Michael? I found the website and right down at the bottom of the-
Roy: I found the website. And right down at the bottom of those key findings, they forwarded Michael all of the stuff except that last line for questions about the Retail Purchase Funnel, 2018.
Daniel: Contact the Chief Resource Officer.
Roy: Contact Hadassa Gerber. And so it’s a hyperlink, Hadassa Gerber. If you click that you get an email access to Hadassa Gerber, and I’m going, “Oh, so the methodology that was used, gee, Michael, email Hadassa Gerber and say, hey, how was this done?” Because the bottom line is no other studies agree with that. And so you always know when you can just smell propaganda when all the evidence points overwhelmingly to this one thing-
Daniel: That also happens to be their thing.
Roy: What we sell, yes.
Roy: All right, so now keep that in mind. That’s going to become really important later on when we talk about, now, I can’t technically call that an unsubstantiated claim.
Roy: See, an unsubstantiated claim means you didn’t really offer any proof. Well, if you offer proof but it’s kind of transparent, it’s kind of self-serving proof and it doesn’t sound nearly as objective.
Roy: That still qualifies, to my way of thinking, as he made an unsubstantiated claim. You’re saying stuff that people go eh, eh, eh. The little bullshit meter’s just pegging out on the needle, you know?
Roy: So that’s going to become important later on some other stuff we’re going to talk about, but let’s go a little further.
Daniel: All right, I’m prospecting a client called Gyorfi?
Roy: Nope. Look at it. Next line. The spelling is odd.
Daniel: Oh, Jorfee.
Daniel: I hadn’t made it yet.
Roy: Jorfee, yeah.
Daniel: Gyorfi Corral Cleaning. The spelling is odd. It’s pronounced Jorfee.
Roy: Corral. It’s not called Corral.
Daniel: Let’s go Corral. Corral, oh, horses.
Daniel: Yeah, I’m all over the place. This seems very challenging to me, to get someone to hear their radio ad and find them on Google. He does not yet have a web page of his own. He has a Facebook page and he has ads on Kijiji.
Daniel: Do you have any suggestions for helping to get people to be able to contact him?
Roy: Now, the first thing I did-
Daniel: Goettl. That’s what I thought it was, Goettl.
Roy: Is I just Googled that name.
Daniel: Yeah, Gyorfi.
Roy: I just Googled the Gyorfi.
Daniel: Mm-hmm (affirmative).
Roy: And I was surprised because when you hear Gyorfi Corral Cleaning, you think of a little horse paddock.
Roy: And a guy coming up there with a shovel and shoveling in the horse poop into the back of a pickup, right?
Roy: Oh, no. This is a huge, huge company with gigantic, amazing earth moving equipment. And I’m going, “Oh, no, this is not like …” I don’t know why. Maybe they started it someplace during the dinosaur years.
Daniel: With rakes.
Roy: With a guy that was doing corral cleaning. But I’m the one, I’m looking at the pictures and I’m looking at the equipment, I’m going, “This is not corrals they’re cleaning.”
Roy: But, now, the valid question is the whole Gyorfi thing.
Roy: And so if it’s a big local company, and it is, it’s in a modest-sized town in Canada and it’s just a little regional company.
Roy: But with big, monster, gigantic, big equipment. I’ve never seen bigger. Like interstate highway building kind of stuff, you know? So are you ready?
Daniel: I’m ready.
Roy: All right. Let’s look at this. See that right there?
Roy: That’s one of their little trucks, okay? Now, this is on their Facebook page. And what I came up with was, as you pointed out, Goettl. And see that billboard? It doesn’t tell what Goettl does.
Daniel: Not at all.
Roy: Now, I actually truncated the logo. See, the logo is more of a trapezoid.
Roy: And I decided to cut it off because I wanted to take off the words air conditioning. So this, not only it doesn’t tell you how to get in touch with us, it doesn’t give you a website, it doesn’t give you a Facebook page, it doesn’t give you a phone number. It doesn’t even tell you what business we’re in. And I did that to be disruptive.
Roy: Now, we got the billboards for free because we’re spending $100,000 a month, 12 months a year in that town. When you drop a million two on the table and you’re willing to give one broadcast group all of it. Now, there’s a couple of broadcast groups with a whole bunch of stations in that town. We were willing to buy either broadcast group. So we got solid deals from both broadcast groups and we could buy all of their stations with that much money. Either group but not both.
Daniel: Mm-hmm (affirmative).
Roy: But either group could give us a monster reach with amazing frequency. And so when the guys who own a whole bunch of billboards, we’d say, “Hey look, you know what? If you’d give us some billboards, it might swing the deal your way.” And they said, “Well, that’s a different division. We don’t have any influence over that.” And our answer was, “Well, you know, maybe y’all should work something out between Y’all.”
Daniel: Yeah, that sounds like your problem.
Roy: Exactly. And so we just said, “You know, you need to talk about that because we’re just a day or two away from awarding this money. And, you know, a million two.”
Daniel: Mm-hmm (affirmative).
Roy: When you’re a sales rep, yeah, you pick up the phone. You try to figure out what you can make happen.
Roy: And so got the billboards for free. And I decided since it’s pronounced Goettl … Go back to the slide, Chad, because you don’t look at that and say, “Oh, that rhymes with kettle.”
Daniel: No, you really don’t.
Roy: And so it’s just like Gyorfi.
Roy: Same situation. And so what we did was in every ad we’d tell the whole story, the story of the flashlight and the little
boy. And then we’d say the owner says Goettl, G, O, E, T, T, L. It’ll keep you cool but it’s hard to spell. G, O, E, T, T, L. It’ll keep you cool but it’s hard to spell. And do you know, within several months everybody in town knows how to spell Goettl.
Roy: And I need them to know how to spell Goettl. Do you know why?
Daniel: They can’t Google this.
Roy: Because the website is the phone book.
Roy: There’s no such thing as phone books anymore. They need to know how to get to Goettl.
Roy: And so I said G, O, E, T, T, L. It’ll keep you cool but it’s hard to spell. And so what are we going do with Gyorfi?
Daniel: Got to call them something.
Roy: Here’s the key. I will sing it because it’s important that it be sung badly.
Roy: If you try to do this smooth and polished and professional, then that means you’re an idiot. Don’t do it smooth and polished and professional. As a matter of fact, you want to, you know, on one of your albums we had everybody singing.
Daniel: Drunk singing, yeah.
Roy: Drunk, drunks, a bunch of guys like singing in a bar, just singing a chorus together. And it’s very captivating. Now, are you ready? All right. G is for gigantic equipment. Y is for you. O is for Oreos. R is too. F is for finally. I is the end, we’re through! G, Y, O, R, F, I spells Gyorfi. Let us move dirt for you. G, Y, O, R, F, I spells Gyorfi. Let us move dirt for you.
And so G is for gigantic equipment. Come on, Chad, I’ve got to read the words. G is for gigantic equipment. Y is for you. O is for Oreos. R is too. F is for finally. I is the end, we’re through! G, Y, O, R, F, I spells Gyorfi. Let us move dirt for you. G, Y, O, R, F, I spells Gyorfi. Let us move dirt for you.
Now, I’m leaving out the corral cleaning.
Daniel: Right. ‘Cause most people, they’ll find that.
Roy: Because that’s just confusing. And so when I first looked at it, I thought it said coral.
Roy: And I’m going, “No, nobody cleans coral.”
Roy: You know, it’s like there’s not companies that do that. And then when I saw the website, “Oh, Corral. I get it. It was originally farms and stuff probably.” So the point is people need to know how to spell Gyorfi. So you’ve got to say Gyorfi, then you’ve got to spell it. And you have to have an absurd, ridiculous, inexplicable explanation. And if you sing that enough times, people are going to give you crap about it: “You need to use professional voices. That sounds terrible. I turn it off every time it comes on.” Oh, shut up.
Just do it in such a way that it leaps out of the radio because of how surprisingly different it is from what you expect. Now, this is about to get extremely interesting.
Roy: It really is. Are you ready? Are you ready?
Daniel: I was born ready.
Roy: But, Daniel, you sing this one time.
Daniel: All right.
Roy: You kind of have the melody in your head. Are you ready?
Daniel: I can fake it.
Roy: All right, go. Let’s look at this.
Daniel: So, G is for gigantic equipment. Y is for you. O is for Oreos and R is too. F is for finally. I is the end, we’re through! G, Y, O, R, F, I spells Gyorfi. Let us move dirt for you. G, Y, O, R, F, I spells Gyorfi. Let us move dirt for you.
Roy: G, Y, O, R, F, I spells Gyorfi. Let us move dirt for you.
Daniel: I like it.
Roy: Sing it like pirates. Argh, argh. Alright. Now, next question.
Daniel: Roy, do you have any advice on how do we deal with the millennial type client? It can be very challenging to grasp their attention when they seem always on the go 24/7. Face-to-face time is so valuable in consulting with a client. We are looking for ways to convince them that a meeting is more effective rather than sending the information via email. Saskatoon. How do we get face time with busy people?
Roy: Well, number one, when people tell you how incredibly busy they are, it’s usually a smokescreen.
Roy: They just don’t want to meet with you because they think you’re irrelevant.
Daniel: Yeah, I’ve had that said. I say it all the time.
Daniel: Are we doing that? No, dude, I’m too busy, right?
Roy: I’m slammed, I’m slammed. Well, what happens is if a person is really intrigued with what you’re doing, they will make time.
Roy: They will find the time, they will make the time, they will cancel something else. The point is how do you become relevant? And it’s not about the millennial lifestyle. It’s about millennials thinking you don’t mean shit. It’s about millennials thinking you don’t matter. And you don’t matter because you’re old guard, obsolete, old people media. And we’re cutting edge and, you know, whatever. And they have this illusion in their head. So what you have to do is just knock something in the dirt. And what you knock in the dirt is up to you.
Roy: But you’ve got to just knock it in the dirt. Now, I’m going to suggest some things. It’s going to frustrate a lot of people in management, but I’ve always preferred to cheat. One of the things that happened recently, it involved you and Rex. And by the way, you now have the number one whiskey review channel on YouTube, right?
Daniel: We do, we do.
Roy: A hundred and-
Daniel: I think we’re about 110.
Roy: 110,000 viewers. Now, the guy that used to be number one started the year that YouTube began.
Daniel: Mm-hmm (affirmative).
Roy: And which was 2005 or six.
Daniel: Around that. Yeah, it’s good to go on
Roy: So he’s like he’s 13 years in. And in barely a year, you guys overtook him with shenanigans and clowning around and just being funny and interesting, and just doing stuff that was off the wall. And so you got a call from some obscure little whiskey company ’cause you reviewed their whiskey.
Daniel: Oh, yeah. And he said you could tell.
Roy: And how did he know that you’d reviewed their whiskey?
Daniel: Because all of our fans started contacting him to find out the story of his whiskey.
Roy: And what it was, you were looking for where it came from.
Daniel: Yeah. And he didn’t have it anywhere on the bottle. He was sourcing spirits instead of making it.
Daniel: But he wasn’t saying he was sourcing spirits. He said-
Roy: And so we were telling a story. This was small batch. I make this myself, you know, and all this stuff is like, well, now legally you have to actually explain where you got this.
Roy: And you’re not actually doing that.
Roy: And he said, “I didn’t.” So you got frustrated on the show and you go, “I really don’t know. This guy’s not actually telling us anything on these obscure …” Or whatever. And so he contacted you.
Daniel: Yeah. He’s was like, “Hey, I hear you’re interested in our whiskey story.”
Roy: And, well, the first thing he noticed was what?
Daniel: Oh, well, he got flooded with phone calls and emails and website contacts trying to find out all the things that we were asking on our show.
Roy: Yeah. Whenever you demonstrate that the right people are reading or watching or listening or whatever it is you’re selling, you demonstrate it.
Roy: You don’t convince people with charts and graphs.
Daniel: Yeah. It would never have worked if I had emailed him trying to interrogate him and showing him our viewer numbers.
Roy: Right. And so what happened is … I used to do this all the time when I was a general manager. We had a guy named
Malcolm and he did traffic in the mornings.
Daniel: I like that name.
Roy: Yeah, Malcolm. And Malcolm was one of those guys, he was really, really, really funny. Just makes stuff up on the fly. And he would crack himself up and he would laugh so uncontrollably that you would start laughing with him, and he hadn’t even got to the punchline yet. He couldn’t even finish his story ’cause he would be cracking up, gasping for air. And it was so infectious that it would take him two or three minutes to tell a 30 second story.
Roy: And so I decided at the end of morning drives, since Malcolm was, well, it’s unkind to say obese. But let’s say he was larger than his height would typically indicate. And he had a good attitude about it. He was the funny fat guy, like John Candy, right?
Roy: And so we put him in spandex. A full body suit of spandex.
Daniel: Oh, God.
Roy: Right? With the second layer of spandex for like a little superhero underwear on the outside?
Roy: And a cape and the whole bit, and some ski goggles and ski boots. And we just made up the worst possible, and we called him the Prize Man. And what Malcolm would do, this was great, this was great, what Malcolm would do … And by the way, we’re talking about reaching these millennial little turds, right?
Daniel: Mm-hmm (affirmative).
Roy: Not all of them are turds.
Roy: But the ones that are lying to you about how busy they are.
Daniel: They usually are turds.
Roy: They’re turds. So what I did is I’d just have Malcolm just randomly go into a business. And this was before there were cell phones. That’s how old I am. I was a GM when I was 26, and had a big staff and a 100,000 watt FM station in a city of about a million people. And so Malcolm would come walking in. And radio stations always have swag. They’ve got concert tickets, they’ve got CDs, they’ve got dinner for two coupons. They’ve got all kinds of crap from advertisers.
Roy: Or at least we did back in those days. And so Malcolm would walk in and say, “Can I use your phone?” And here’s this big guy in spandex, and everybody’s looking, and they go, “Well, what do you need to use our phone for?” “Well, I’m going to give away some concert tickets and I’m just going to say to anybody that’s in this area just pop in here and I’ll give ’em tickets. I’m going to put you on the radio. Here, where’s your radio at?”
And he’d turn the radio to our station. And then he’d go on the air, “Hey, it’s Malcolm and I’m down here at the …” And he would just name where he’s at. “And I’m going to give away …” And by the time he would explain what it was he was giving away, cars would be screeching to a stop out front and people would be running in the door. And then people would keep coming in until pretty soon there’s a pretty good crowd of people in there.
Roy: And he would give out all that he had to give away. “Sorry, you didn’t get here soon enough. I only had 10.” You know, or eight or five or whatever the number was. And then he’d just leave. He wouldn’t leave behind any information. This was not a sales pitch.
Roy: And so what happened was he would wait a few days and he’d pop back in there and he’d go, “Hey, how many people came in after I left?” And they’d say, “Oh, man, we’ve been looking for you but somebody changed the station. We forgot who you worked for and we want to talk to somebody from your station.” It never, ever, ever, ever failed. ‘Cause you don’t have the right listener. We don’t think you have the right format for us, or whatever. You never had those conversations.
Daniel: You just demonstrated.
Roy: You just demonstrated. And so if you are going to demonstrate to a little millennial nose-picker who’s telling you how busy they are, when the real truth is they just have too much kindness to tell you that they think you’re an irrelevant dinosaur. So how do you get through to this little millennial if you own or manage or have some influence at a radio station?
Daniel: Mm-hmm (affirmative).
Roy: Think that through for a minute, because driving a bunch of web traffic, you can use it. You can use something on the homepage of that website as a contest answer.
Roy: And so if somebody says, “Hey, we’re going to have a contest and the first person who can tell me the answer to this question.” And it’s something that they’re going to find on a website of somebody you’re trying to prospect.
Roy: And then you contact them and say, “Hey, look at your metrics and see at about between four and five last Thursday what kind of jump in traffic you had.”
Roy: And they’re going to say, “Son of a bitch, it exploded. It went insane.” And say, “Yeah, we mentioned your name one time on the radio, asshole.”
Roy: And so what happens is now there’s no more. Does he understand?
Daniel: No, there’s no more discussion.
Roy: No, there’s no more discussion. And so you can even do that by email.
Roy: You’re going to get the face time once you demonstrate your ability to knock things in the dirt.
Roy: Okay? So does that make sense to you?
Daniel: It does.
Roy: All right. Let’s go look a little further.
Daniel: Well, do you have any advice on that deal?
Roy: I’ve already done that one.
Daniel: Oh, that’s right. I have an ad agency who is asking me to provide some science behind how many ads they should run for a transactional event. I was rereading chapter 47 of Secret Formulas. The APE and salience is a massive part of this formula. Since it is an agency, we will not have any creative control in this case, as they will provide the commercials. I can provide advice on the salience of the message, but I cannot write the commercials for their client. I was hoping you could help me with some language to make this easier to explain. I am really looking to arm them with confidence that they can use to sell radio to their client, and thus buy from me. Naturally, I would like to do more business with these agencies, and one way to do that is to become a go-to vendor for them for their clients’ sales events. Thanks, Chad Cunningham.
Roy: Thanks, Chad Cunningham. Now, let’s go back to his original paragraph, which was they’re asking me to provide some science behind how many ads they should run for an event.
Roy: Right? And then he understood, because he’s a good guy.
Daniel: What you mean is salience? Yeah.
Roy: Yeah. So what happens is, are you ready? Chad, are we ready?
Matt Damon: In the face of overwhelming odds, I’m left with only one option. I’m going to have to science the shit out of this.
Roy: I’m going to have to science the shit out of this.
Roy: All right? So Matt Damon, in the movie The Martian, said he’d have to science the shit out of this.
Daniel: So science the shit out of it.
Roy: So, Chad, when you’re going to science the shit out of something, you get the book from Doctor Alan Baddeley, B, A, D, D, E, L, E, Y. Show ’em that again, Chad. Now, on amazon.com it’s a $50 paperback.
Roy: The Kindle download is 42 bucks, and you can also get it in hardcover if you’re willing to mortgage your house.
Roy: And so that is the book to read. Now Dr Alan Baddeley is a cognitive neuroscientist who revolutionized cognitive neuroscience. It is not a debate or a discussion. He got everybody, all the scientists worldwide agree with what Dr Alan Baddeley came up within about 1986. And his really groundbreaking book was called Working Memory. Now, working memory is basically just a fancy scientific name for consciousness or awareness or imagination.
And so Doctor Baddeley … Give us a look at this next slide, Chad. Let’s look at the word salience. It goes back to the 1660s. Saliency meant leaping or jumping, okay? Now, in 1836 they started thinking of it as the quality of leaping, and then the quality of standing out. And so 1836 to 1849, so leaping or standing out or standing apart. Now, do you remember what I said?
Daniel: That thing really jumped out of there.
Roy: You’ve got to … Remember what I said about if you sing the jingle smooth and polished you’re an idiot?
Roy: It needs to jump out.
Daniel: ‘Cause it makes it invisible.
Roy: It makes it invisible. Smooth and polished equals invisible. And so this is where radio people screw up the most often, is authenticity, vulnerability is funny. Now if you do it, if you try to do it badly, that’s even worse than trying to do it well.
Roy: That’s just corny and tacky, and just now you’re being a jerk. But if you really try hard to do it well, but you just don’t have the talent.
Daniel: But you can’t, yeah.
Roy: But you’re really trying hard to do the best you can, it’s freaking hysterical.
Daniel: That’s much better. Yeah.
Roy: And you’ll still get crap about it, but it will work like crazy.
Roy: And you’ll still get crap about it, but it will work like crazy.
Roy: Gyorfi spells Gyorfi. Let us move dirt for you.
Daniel: I couldn’t remember the letters all the sudden.
Roy: Gyorfi spells Gyorfi. Let us move dirt for you.
Daniel: rfi spells Gyorfi. Let us move dirt for you.
Roy: That’s how radio works. Salience. Whenever you want to science the shit out of something and you’re looking for … By the way, let’s look at this next slide. I forgot. I even when … Alan Baddeley salience x repetition. Because salience x repetition is what Dr. Alan Baddeley says creates long-term memory.
Roy: Now. You’ll find a thing. It’ll pop up. One of the first one or two things on Google organic search, Dr. Bekerian and Dr. Baddeley in the Journal of Verbal Learning and Verbal Behavior back in 1980 published this thing called Saturation Advertising and the Repetition Effect.
Daniel: There you go.
Roy: This is not-
Daniel: Here’s the science pitch.
Roy: This is not trade association stuff. This is not the radio advertising bureau. This is a couple of cognitive neural scientist and by the way, I doubt if any advertising person has ever freaking found that paper. I didn’t know about it until today. I just decided to update my Google search and see what Alan Baddeley had done. Just put in a different search string that I have put in before. Now let’s look at what that actually says, Chad.
He says … This is just the introductory paragraph. Saturation Advertising Campaign to acquaint the public with changes in radio wavelengths was investigated. There is a study that was done. We’re going to educate the public about radio wavelengths.
Roy: And it was very informative and it included a lot of numbers and a lot of data. Right? And they were buying 25 ads a day. Right? Let’s go back. And they said, “Despite the fact that subjects were exposed to an average of 25 presentations per day over a period of many weeks, remarkably little learning occurred.
Daniel: Yeah. No kidding.
Roy: Our results supported the laboratory-based observation that repeated presentation of material does not lead to adequate learning unless appropriate encoding occurs. Now when he talks about appropriate encoding, he’s basically saying people have to imagine something. If they’re not imagining something-
Daniel: It won’t work.
Roy: … they’re not participating. They have to be engaged. What’s called the visual-spatial sketch pad has to be engaged by the central executive organ member.
Daniel: there are people that I’ve met probably 15 times and every time they have to tell me their name again.
Roy: Because they never moved the needle on your “who gives a shit meter.” They never became memorable or remarkable to you. If they ever become remarkable, you remember their name. That’s really sad because you worked for me for a year and a half before you remembered my name. What does that say?
Daniel: It’s Ryan.
Daniel: Yeah. Ray.
Roy: That’s how you science the shit out of it. Right there. Now what Dr. Baddeley was saying is that repetition has very little value in the absence of salience or relevance. It has to be leaping. Now we’re going to talk about some leaping. The Share … He was talking about the advertisement performance equation. The ape, ape. Share of Voice, how much noise are you making x impact quotient. How much do people care about what you’re saying?
Roy: Equal share of mind, which is top of mind awareness. How much mental real estate do you own. Salience x repetition equals memory. That’s Dr. Alan Baddeley. Now unsubstantiated claims. Remember I told you we’re going to talk about unsubstantiated claims? It doesn’t mean, “Well here’s what people want to hear so we’ll just say that.” No they’re not going to believe you. We’re numb to that. You have to make your offer leap. Now here we’re going about making people hear what you didn’t say.
Whap happened to Aral Sea? The Aral Sea located at the boundary of Uzbekistan and Kazakhstan was a closed salt-water lake, the 4th largest in the world, where nearly 60,000 tons of fish were harvested annually. Fifty years ago, the life of the region flourished.
In the 1960s, the introduction of cotton to that region required a lot of water, so the Amudarya, and Syrdarya rivers were diverted for cotton field irrigation. As a result, the water level dropped by 55 feet between 1961 and 1995, and the shoreline receded by more than 90 miles.
Daniel: Ah man.
Roy: So when it comes in 90 miles from two different directions-
Daniel: That’s insane.
Roy: Yeah. Let’s look at this. There’s a whole lot of things that you begin thinking about. And I didn’t say any of those words. You were thinking and coming to all kinds of conclusions and I didn’t say any of those conclusions.
Roy: I gave you the information to come to those conclusions on your own. That’s how you make people hear what you didn’t say.
Roy: And that’s unbelievably powerful. I talked about that a couple weeks ago in the Monday morning memo. Let’s look at it now. You can read that.
Daniel: They told you it was called, “reading between the lines.” But what they didn’t tell you was that the writer put it there- between the lines- for you to figure out on your own. Here’s an example of saying something without saying it. “After hearing him speak, I strongly suspected that a village somewhere was looking for their idiot.” Here’s another example: “Chronicler picker up his pen, but before he could dip it, Kvothe held up a hand. ‘Let me say one thing before I start. I’ve told stories in the past, painted pictures with words, told hard lies and harder truths. Once, I sang colors to a blind man. Seven hours I played, but at the end he said he saw them, green and red and gold. That, I think was easier than this. Trying to make you understand her with nothing more than words. You have never seen her, never heard her voice. You cannot know.”
“Kvothe motioned for Chronicler to pick up his pen. ‘But still I will try. She is in the wings now, waiting for her cue. Let us set the stage for her arrival.
Roy: Now Kvothe didn’t say I was so profoundly in love with this woman that it’s impossible for me to articulate that. He doesn’t use the word love.
Roy: We don’t know what happened to her, but we just do know that he says I … He proves to us that he isn’t unable to articulate things. He says, “Oh no, I can sing colors to a blind man.”
Roy: And these are the colors he saw. So he gives us a detailed account of his ability to describe things. But I can’t describe her.
Daniel: And it shows where he stops short.
Roy: Exactly and its like-
Daniel: Which means-
Roy: … she is beyond words.
Daniel: … A lot of things.
Roy: There’s a whole lot of stuff that you perceive when you read him, talk about her. He never says any of those things, but he makes you know it, even though he never said it. Now let’s keep going.
Daniel: Speak the truth and people with doubt you. But if you can tempt those people to follow you to where they can discover that truth for themselves, you will have convinced them to the core of their soul. You’ve got to let them find the treasure on their own. But it’s okay to leave a trail of breadcrumbs. Just don’t be too obvious about it. When the crumbs are too big or too close together, people feel manipulated. You’ll know you’ve done the job perfectly when the person whose eyes you’ve opened wants to tell you about “this wonderful new thing” they’ve discovered.
Mother’s go through this every day. How old were you when you finally figured out that most of what you were discovering and sharing with your mom was just stuff she had placed in your path for you to find?
Roy: Never claim to be honest. Just say the things that only an honest person would say. The listener will then conclude, “Wow. This person is really honest.” Never claim to be generous. Just freely give what only a generous person would give. The recipient will then conclude, “Wow. This person is really generous.” Never claim to be intelligent. Just listen intently and nod your head as though you understand. The speaker will then conclude, “Wow. This person really gets it.” Now that I think about it, never claim anything at all. Just demonstrate the quality you want to be known for. In other words, shut up and do the thing, don’t claim things, demonstrate them. And this is what Chris Maddox calls, “Show, don’t tell.”
Daniel: Show, don’t tell.
Roy: Now are you ready to add some salt?
Roy: Some relevance. Some salience.
Roy: You want to add some leaping. Let’s add some leaping.
Daniel: I saw this ad on Craigslist for a really crappy used car. I read it, tracked down the 23 year old woman who wrote it and made her a partner in the Wizard of Ads.
Roy: So this is a beat up. If you look at those other 17 photos.
Roy: Beat up. There’s not a single panel that doesn’t have a dent.
Daniel: Oh yeah?
Roy: Or rusted out.
Daniel: It’s almost … Read this from memory.
Roy: I know. I know.
Daniel: I love it so much.
Roy: We shared this before, but today we’re sharing it in a different context.
Daniel: I don’t know that we’ve shared it on this … In this context. I think just class. First things first. If you can’t imagine yourself tearing up the streets in this whip without feeling embarrassed, then get out. You ancestral bloodline is anemic, and you are dismissed. The Spectra does not tolerate weakness. As for the rest of you, put your helmets on, because I’ve got a metaphysical bomb to drop. I’ve discovered the secret to happiness. No, it’s not religion, drugs, or donating to charity. It is the 2001 Kia Spectra. The Spectra’s not a car, it is a key that unlocks the door to Enlightenment, Buddhist monks take vows of celibacy and meditate on tops of mountains for their entire lives just to achieve Enlightenment. If only they knew that the Spectra can cut them to the front of that spiritual waiting line faster than a handicapped person at Disney World.
But how? It’s a legitimate sounding fact that the 2001 Kia Spectra produced one of the most profound philosophical quotes of our time, back in the year two thousand and fourteen A.D. by contemporary theologian T-Swift. “Haters gonna hate.” Those brave enough to publicly grip the steering wheel of the Spectra are immediately illuminated with a divine light of realization. Whether rich or poor, beautiful or ugly, intelligent or Republican, someone is going to hate you, no matter who you are or what you do.
So screw trying to impress those people. Save some money and drive a 2001 Kia Spectra. Automatic like a boss. Because haters gonna hate anyway. And that my friends, is the secret to happiness. At this point you might think, “You’ve just told me the secret, why buy the car?” Well Neo, there’s a difference between knowing the path and walking the path. To drive the Spectra is to walk the path. This sheet metal muse inspired its owner with a baseless sense of stratospheric self-esteem. The amount of confidence it takes to drive it is equal to the balls it must’ve took the first guy to ever bungee jump.
Nobody. Nothing builds character like having to rely on the quality of your personality rather than the attractiveness of your car. The more unattractive your car, the more attractive your personality has to be. The Spectra is unattractive, therefore, because of physics, your personality will become attractive. That’s just science. The Spectra also comes with its own invisibility cloak. It’s an unassuming blender. This car is so far under the police radar it’s like a submarine sneaking across enemy lines. Just like that time Mexico invaded Canada, nobody sees it coming. Didn’t know that Mexico invaded Canada? Exactly. The Spectra doesn’t run on horsepower, it runs on donkey power. You know who else relied on donkey power for transportation? The mother of Jesus, that’s who.
Like Eminem in 8 Mile, David versus Goliath, the Spartans at Thermopylae, and most likely your checking account balance, The Spectra has nothing to lose. And only those with nothing to lose can afford to after their dreams holding nothing back.
So what are your dreams? Have they been eluding you? Then sneak up on them in a 2001 Kia Spectra. They’ll never see you coming. $800 bucks American.
Roy: Now Asia was contacted by more than two dozen people who wanted to buy that rusted out, barely running, banged up car. And that’s Asia Gregg.
Now did you notice how she took the most irrelevant, boring possible piece of information that nobody cares about and she made it leap? Now this is the contest, Daniel.
Roy: I want people for a real company. A company you own or a company that you have deep insider knowledge for. I want you to actually write a radio ad and not only do you have to write a radio ad, you have to write an email blast based on the radio ad and then you have to write home page web copy and do it in the style.
Daniel: I’ll do it on Craigslist.
Roy: Figure out how to make it leap. Figure out how to make it so colorful that you get huge amounts of page views simply because people are saying, “This is awesome. You have to read this.” You want to make it so stand apart so much and be so remarkable. Now she proved it’s a car nobody wants. There’s no market for that car. $800 dollars was an astronomical absurd price to be asking for this car. It’s a $50 car. And that’s because you get $100 for it if you take it to the metal recycler and somebody will buy it and drive it to the metal recycler to have it crushed. The thing has no value. And she had everybody wanting to give her $800 bucks. She did this for a living and she literally would buy and sell crap and just write these little ads to place something like KGG and Craigslist and whatever.
Remember this is America Small Business Institute, a wholly owned subsidiary of Wizard Academy. If a person who’s a member of … If they’re watching this webcast, they’re paying us a modest amount of money every month to see this. So if a person, does all three of those and turns them in, before our next webcast-
Daniel: You’ve got three and a half weeks.
Roy: You have three and a half weeks. If they write a radio ad and they write an email blast, and they write homepage web copy. But here’s the kicker. You ready? The homepage web copy has to be posted. The radio ad doesn’t have to run, and you don’t necessarily have to send the email blast. I can’t prove whether you did or not. But I can darn sure prove whether, or not it showed up on that home page.
Daniel: Yeah. That copy better come with … Basically just submit your whole don’t send me copy. Send me the email ad … Send me the radio ad script, the email blast and a URL.
Roy: Now you can take it down after we’ve seen it. But the point is, it has to be on the website. Now if a person does that … We’re not going to just have one winner. Everybody can win.
Daniel: All right.
Roy: So what do they get-
Roy: … if we do that. Now I’m going to pick the one I think is the best. And the one I think is absolutely awesome off the hook is going to have their choice between to go to the Wizard of Ads partner event-
Daniel: In Seattle.
Roy: In Seattle on September 18. Of course … Yeah. We’ll have time won’t we?
Daniel: Yeah. Yeah. We’ll have time.
Roy: If you win, it’ll be close.
Daniel: It’ll be a couple of weeks to get its plane ticket.
Roy: Here’s what I’m going to do. They’re going to have to pay for their own hotel room and stuff. I’ll buy their damn ticket.
Daniel: Hot in town.
Roy: I’ll buy their damn plane ticket. Or you buy your own plane ticket and you come to a class at Wizard Academy. Because they’re not going to be up against high ticket prices.
Daniel: Yeah. We can.
Roy: You can come to any class you want at Wizard Academy, if you’re the grand prize winner, or you can do the September 18 thing, is Seattle and I’ll buy the plane ticket.
Daniel: Cool. Everybody else gets a copy of Nate Staniforth’s book, This is Real Magic.
Roy: And listen, you’re going to want that book.
Daniel: Yeah. You are.
Roy: Send us your URLs. We want to see if you guys can … And how are we going to make it possible for everybody to have a copy of Asia’s ad?
Daniel: Oh Asia’s ad.
Daniel: It’s going to be a part of the transcript of this video.
Roy: All right. Good. So you’ll be able to see-
Daniel: Just scroll down.
Roy: And remember, don’t copy it, don’t imitate it. Just be inspired by it. Be inspired by that ad. Now I’m going to look at one more thing. And then we’re going to call it a day. Are you ready?
Speaker 1: I was genetically blessed with a certain wiring that’s very useful in a highly developed market system where there are lots of chips on the table and I happened to be good at that game. Ted Williams wrote a book called, The Science of Hitting, and in there he had a picture of himself with that and the strike zone broken in to, I think, 77 squares. And he said if he waited for the pitch that was really in a sweet spot, he would bat 400 and if he had to swing at something on the lower corner, he would probably bat 235. And in investing I’m in a no called strike business which is the best business you can be in. I can look at a thousand different combinations and I don’t have right on everyone of them, or even 50 of them. I can pick the ball I want to hit.
And the trick in investing is just to sit there and watch pitch after pitch go by and wait for the one right in your sweet spot. And if people are yelling swing you bum, ignore them. There’s a temptation for people to act far too frequently in stocks simply because they’re so liquid. Over the years, you develop a lot of filters and I do know what I call my Circle of Competence so I stay with that circle and I don’t worry about things that are outside that circle.
Defining what your game is, where you’re going to have an edge is enormously important.
Roy: Now Circle of Competence.
Roy: Warren Buffet is making it clear that you don’t have to always be right, you just have to always stick to only the thing that you do incredibly well. And it’s like, “You know-
Daniel: Don’t get drug outside of it.
Roy: You don’t get drug outside of the thing that you really are awesome at. Whatever success I’ve achieved has been because I limit the scope of work only to what I do remarkably well. If I’m not like the very, very best at something, I don’t want to do it. Find somebody else to do that. See what I mean?
Daniel: Get your digital guys on that.
Roy: Now the thing I’m trying to point out, is everybody needs to understand what is your superpower. Play to your strengths. It’s not usually very effective to try to improve where you are weak, but the one thing that everybody is born to do was use language. We are creatures of words. You were born to be able to become incredibly good with language. It’s a matter of practice. Your superpower is the use of language. In ad writing and in making sales presentations, you just need to get more serious about practicing it and trying to develop your natural born gift. Now you may have another superpower, but I promise you have that one if you want to refine it, because that’s how everybody’s brain is wired if you’re a human being. Now Andy Beagle says this in closing, “Always be yourself unless you can be Batman then always be Batman.” Batman’s only superpower was that he always science the shit of it.
Daniel: Yeah. He was just a rich dude-
Roy: He was a rich dude that scienced the shit of it. So Chad scienced the shit out it of. We’ll see you guys in a month.