 Let's talk about why your marketing isn't working and your brand sucks. I know you have great ideas in your mind. You know how you wanna be perceived, but somehow your brand isn't sticking. You took the pictures you wanna take, you have the aesthetic you wanna have, but how you wanna be perceived isn't working. And it comes from not understanding these tools when it comes to PR, social media influencers, et cetera, et cetera. I'm gonna break down why the big, big gap between why I can run campaigns and build a brand successfully over and over again in a year's time, easily, like clockwork, predictably. And a lot of people are just missing the mark, spending and wasting money in the stars like this. It's gonna be a little weird to start, not gonna lie, but I'm gonna give you case studies, examples, all that stuff. So I was sitting down on the couch next to my wife and I opened up YouTube. And next thing you know, this woman starts talking in this sultry voice about how her man got all this energy after taking these pills and it made him go longer and go stronger. If you know what I mean, right? I'll leave it at that. And my wife turned around like, where, what are you listening to? And I'm like, look, this is some lady talking, but, and she was like, well, what's up with your algorithm? I said, this is an ad. Well, why are they targeting you? And I had to explain myself, all right, out of a situation, all right, to make this make sense to her, but it also made me realize this is what a lot of artists are missing. One, I said, look, the reason she's targeting me or not necessarily she, the reason this company is targeting me is because I'm a male, right? And they're using a woman in the ad to talk about how great her man is, right, after taking these pills, because hearing it straight from a man is not the same impact as hearing it from a woman, right? So you're going to have all these guys hear this woman talk about how amazing her man was and they're thinking, my woman to talk about me like that, right? Simple as that, that small context. And yes, you're going to have a man say the same thing and tell a story of how great he was, but it doesn't hit as hard. And I could tell you the stats, the stats show. I've been behind a lot of campaigns and I have a lot of marketer frames who are running campaigns across all kind of industries. Women in general convert better, that's a tip for y'all. Women in general convert better when it comes to ads, but especially things like that, all right? Now, how does this relate? Directly related to a campaign that I just saw this morning. This is why it's on my mind. I wasn't going to tell y'all about that ad, but I was scrolling through TikTok, no, Instagram. Got on underground sound and that's a page, by the way. And I saw this post that said, all the shorties who love Wolf Face Joey, all the women who love Wolf Face Joey. And you know what happens when you scroll through the carousel? It's women after women or after a woman, like just listening to a song, whether they're doing like selfies in the mirror. It's a bunch of them at a party. And another one, there's another video of him being surrounded by women. And why is that important? Well, his audience, right? And the brand that they're trying to establish with his audience is girls like my stuff, right? Not in a way like, oh, yourself, but in a way that makes me look cool. That's what's being established. And why is this important? You can spend a lot of money on influencers and your stuff not go viral. And the way that most people think about influencers is only am I going to go viral? Do I get streams? Most artists that I speak with don't understand the ability to use influencers to build their brand, right? How much money did it cost back in the day to have to go hire all these models and try to find all these good-looking women or whatever if you wanted to be like a cool brand and then put them behind you in the video and do all this stuff? Today, you can just hire somebody for a TikTok, not even care if it does 100 views, but you still chose this person that meets the look or a vibe that you want. In this case, he wanted to go for good-looking women or his team, whoever. Bam. Now I just got to make sure that video gets seen by my audience in the right place at the right time. Doesn't matter what it did on her page, but I got the brand equity, right? And that's about going deep versus trying to go wide, trying to go viral. Most people spend that time trying to go viral, all right? And there's a couple things that were done very well here. Ruby Rose is one of the people in this post. That's something little extra. So it's one thing to have women in general, but within this guy's audience, and on this particular page, Ruby Rose is a well-known woman. She's an artist, all right, in her own right, but she's a woman that's like fond. This audience and his fans are pretty fond of her in particular, where there's other fan bases that might not even know who Ruby Rose is. Man or woman, right? So one, having women in general, and then two, having somebody who specifically looked highly upon in that audience that is a woman kind of makes him validated, right? It makes him, it makes him stamped. So there's two levels to that, right? The initial brand and then also understanding the impact within that brand as well. Now, what does that look like from there? The first thing you need to understand is who is your audience? What does your audience care about? If you're trying to create a brand with that audience, all right, you need to understand what they care about, and you need to make sure they see you in that context. Whatever you want to be seen as, you have to build the world, like hire influencers or whatever, right? People that look and describe the brand that you want to create and then just show it to them. In the context that meets their standards, right? Some people look at some things as corny or chill or like very ad driven, right? You got a different language in a way of delivering it for every audience. I'll tell you, I'll talk to artists after artists after artists, manager after manager, and everybody has their own version of what's corny, what's lame. And I tell you, it's all corny and lame to somebody. You just got to worry about what makes sense for you and your audience. So don't get too caught up in that type of stuff. Here's a couple more examples though. Have you ever talked to somebody like, you know, I'm in the U.S. So like let's just think about Republicans and Democrats. You can take something to a Republican and then it could be like negative about a Republican. And then, no, actually I'll say this way, take something to a Republican and then say something negative about a Democrat. And they instantly like believe the story and it'll be emotionally driven, et cetera, right? Now you can go back to that same Republican and say something negative about a Republican. And then all of a sudden, and this is not you trying to sway them. All of a sudden you'll hear them take the news with a lot more logic and think through issues in ways where it might not be as bad as people are making it seem, right? Same thing happens for a Democrat. It goes both ways. So don't get it twisted for those of y'all who are strongly on one side. This isn't anything about that. You will notice, right? You tell somebody something they disagree with, all right? They will instantly hop on it. You tell somebody something that, whoa, they disagree with. Oh, no, my side can't be evil. They're gonna find logical ways to see it differently. Why is this important? It goes back into another form of placement. So if I have a message, all right, and I use them as examples because it's very clear the one side or the other. If I have a message that I want to be polarizing, which many of y'all have tried polarizing campaigns and they don't work. This is why. I have to make sure the side that's going to feel some level of hate or be highly emotionally driven sees that message, right? So if I say, if I show something to a Democrat that's negative about Democrats and think, oh, I'm gonna blow this up and bam, I'm throwing it on Democrats and Democrats are seeing a message. You know what's gonna happen? It's gonna be suppressed, right? Or it's gonna be ignored. It's not gonna be taken with the same level of energy. And pretty much it'll fall by the wayside. But if I take that same message to the Republican side, it's gonna blow up, right? And then once it blows up with them because they have more ammo that they can throw at the Democrats, you can then tell the Democrats, look at what the Republicans are saying about you. And now you got fussing and fighting, polarization. Insert that with any other group that you in any type of polarization that you're trying to establish. So you see how placement, right? Is very meaningful. And most people try to go towards virally in step one. That shows that you're a novice. That shows that you're a rookie and you're leaving too much in control of the marketplace. Oh, I just want that to go viral. No, no, no, no, no. We ensure by as much as we can control as possible that this will go viral, right? Or this will get some level of clear progress because we're controlling every single variable. I don't care if something goes viral off initial post, right? It's great, I hope, I always hope. But if it doesn't, I have plan A, B, C, D. And what happens is people will listen to a lot of, you know, quote unquote marketers or look at people as marketing genius when they'll have those lucky moments when something happens once. But then things, people get fleshed out on what's real and who's real when they can't repeat something. And they have trouble because they don't understand all the elements. Everybody can get lucky in marketing. And that should be even a good thing for you, right? Like anybody should be encouraged by that message. That's the same reason that we can all just post a billion times on TikTok and maybe one of them goes super viral and who cares? Hey, we made it, we just went viral. All right, we all can do that. But the part when you're trying to build a brand, you're trying to be intentional, you're trying not to waste money, you have to be intentional about who you're hiring for your influencer campaign, who you're hiring in terms of PR outlet and understanding their audience, right? And also understanding your audience, right? And what you're trying to accomplish. So hopefully that's clear. I could break this down like really clinically, but I just saw that at like two days ago, then I saw this post one day ago, no, this morning. And I was like, no, let me drop this here because I've been seeing a lot of people struggle with this for a long time. Placement is everything, context is everything. You'll hear some people talk about, well, what if I ran an ad to Milwaukee or ad to Chicago? And then I actually tweaked the language and say, hey, Chicago, hey, Milwaukee, all right? That specificity, that's what context is, right? Understanding the audience and then leaning into that audience in particular. That was the guy using Ruby Rose, where he could have used Zendaya. And Zendaya is another artist, well, yes, she is an artist, another woman that people like holding high regards for her looks and her talent, et cetera. But her audience, his audience isn't as charged by her as they are by Ruby Rose. You know what I mean? So understanding the context like that and then making sure the right people see it is the important thing. And if you have polarization and you're trying to do that type of campaign, it's not, oh, I got to just show it to the people who love me because sometimes you might need to show it to the people that hate you and then go tell the people that love you, look at those people hating me. That's the best way I could say it. Hopefully that sticks. If y'all have questions or don't understand what I'm going through, I meant what I'm going through in this video, feel free to drop a comment, ask questions, detail. I'll try to make sure I look in the comment section of this video in particular to expand on things or maybe even do another video as well. Other than that, this is yet another Saturdays with Sean's video. Subscribe to The Vibe and watch the next video. Tune in next Saturday. Peace. Appreciate you for watching. If you like content like this, you'll love seeing our music marketing strategies that we use as an agency to actually blow up artists to millions and even billions of streams that are available for free at nolabelsnecessary.com and the cool part about it that's going to really make you love it is we don't have to be all entertaining and add all this fluff just to get some views that we do on YouTube. We get straight to the information. 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