 we made zero dollars in three months. We went from like doing about 30K a month to zero, like the literal zero. When that happened, we had high overhead costs like maintaining the bikes and the warehouse and all the software and the people that we had employed had no income coming in at all. So I had to go into debt and figure it out. And then, but one thing that I did, which I'm really happy that I did, like I doubled down, you know? You know when something bad happens, 95% of people I think they're just like, oh, something bad has happened. No, I'm not going to lose. And I was just reading Harvard Business Review things and I was studying what companies that survived the 2008 Financial Crush did. Don't fire your best staff and double down on marketing. So that's what I did. Welcome to The Sevo Show. On the show today, we have Zach Duggan. This man is a genius businessman. He has those bikes that go around the city and North Bridge and Perth, where people can go in the back of them and get a like a cheap-ish ride. Can be a little bit subjective there. I had a good time with them once. My favorite story about it is on my Bucks Do. They dressed me up as Big Bird. And yeah, one of the guys said, let me give you a ride, Sevo. Big fan of me on the TikToks. And then I was riding around North Bridge. I was standing. I was drunk, very, very, very dangerous. Who do I need to fire? And then I was flying. Oh, that's dope. Wow, being Flappy Bird. So, Zach, welcome to the show. Thanks for being here. Thanks for having me, man. It's really good. I like your little studio. Thank you. Thank you. And for the viewers at home, we're actually in between two ferns. So Zach Galifianakis, we're not copying. My name is Zach, though. Exactly. So we've got that there. But Zach, if you want to be the second Zach ever on the show, first or worst, second the best. Sorry, Zach. The hard-hitting questions are coming, man. The hard-hitting questions are coming. So for the audience, I just realized, by the way, fucking, this is insane. I don't know if we can get this on camera, but I also have a dragon ball. Oh, no. Why did you drop it? That's sick. We both have dragon balls. Bro, I've literally waited the last decade of my life waiting to find somebody with another one. I've never, ever found anybody. Really? Yeah. Right there on the ankle, too. Do you know why I've seven stars? I've got number one. Ooh. If anyone's out there, we're looking for two, three, four, five, six. What a moment. Do you know why it's seven stars for me? Because you're seven foot tall. And my name is Zebra. Oh, I see, I see. Anyway, that's sick. I had a whole string of questions, and I'm just like, well, fuck dragon balls. Let's start with dragon ball Z. So that means you're Gen Y. Yeah, I'm 30, man. 30 years old. Cheese TV, can't confirm. Yeah, yeah, yeah. Get up early, watch Pokemon, watch dragon ball Z. And I think that dragon ball Z actually changed my life. OK, how's that? It was all like, eat healthy and go to the gym, like, really good stuff, you know? Who's your favorite character? Goku, for sure. Correct. Yeah, correct. I've got all of the little pop vinyl things. I had Piccolo of Goku on the Nimbus. But Piccolo has always died, though, didn't he? He's just always. He's that reptile, just regenerates. Yeah, you know who's worse than Piccolo? Fucking Krillin. Krillin, yeah, yeah, legit died. He got regenerated so many times, revived by the dragon. Yeah, and they just respawned dead again. It was the token. Zero kill streak. Yeah, his KD was like fucking negative four. What a bloke. But yeah, no, that's, yeah, he just, yeah. I'm gonna have my logo here. What else? Oh, yeah. I don't know if there's a camera can see. Yeah, anyway, I haven't got my pedal logo. So, yeah, you got this business. It wasn't a thing before you got it. Were you the first in Perth? How does that go about? Yeah, so kind of somewhat long story. There was a rickshaw business in the city in, like, 2010. Yeah. And it just went broke and, like, went horribly. And then they rented out the bikes to Southbound when Southbound was a thing. And then all the bikes that broke down, say, when I went to the city of Perth for my idea, they were kind of like, oh, they did this before. It didn't work kind of thing. So it actually took me about six months to get it approved, which was like a really arduous process, like a lot of safety meetings and pain training permits and all that kind of stuff. But I actually came up with the idea when I was traveling around Europe. Oh, mate. So I was like, last semester of uni, I just got the opportunity to go to Netherlands and study abroad for six months. And I saved up about $30,000 and just absolutely sent it for a year in Europe. And then I just had so much fun that, like, as I was traveling around, I was like, I can never work a normal job again. Like, I just had too much fun. And I was like, I can't do it to myself. There's no way I can't work in office after this. So yeah, I went in like Madrid and Berlin. I kept seeing all these rickshaws around. And I was like, how has no one done that in Perth yet? And then I remember I just made a promise to myself that if I got back to Perth and nobody had done it yet, that I just had to. I had no other option. I just had to figure it out. Yeah. So six months of figuring it out, most people give up after the first rejection. What made you so sure that it was eventually going to be accepted, but then going to work, you know, on the basis of that it failed before? I think I just didn't have a plan B. Hey, I think that actually helped a lot. No contingency plan. I never really thought about that. But yeah, I just had no plan B. I was like, this is happening no matter what. And it was one of those things where I'm like, this is happening and actually like use the whole like visualization thing a lot. So I was dating this girl in, I was dating this Brazilian girl who lived in Spain and I was in Australia and I was just visualizing like her riding down the street on a rickshaw. And the girl was in Europe. I had no rickshaws and I was just visualizing this every day, every day, every day. And then, yeah, a few months later, we got the permit. I got the bikes from Newcastle, drove them across the Nullarbor, started up the business. How big was the truck? Bro, it was like a big trailer with a van inside. And how many did you have? It's five. Five to start with. And we slept inside the van, like on all the cushions for like five nights. Wow. Yeah, yeah. And how many helped you out there? What do you mean? You said we, we slept. Oh, it was me and the girl. Oh, the girl, yeah. Yeah, so I bought the girl's ticket to come to Australia. I convinced her to move to Australia. Yeah. For some reason I thought she was still in Spain. I was like, oh, cool connection there. Yeah, so she went like Brazil, Spain, Australia. And then we went over to Newcastle, bought the bikes, drove them over the Nullarbor to Perth. And then, yeah, like I literally saw that thing that I'd been like imagining for six months, man. She was riding down the street. So how old's the business now? So we started March 7th, 2017. So we're just over six years now. And you obviously went through that thing that everybody got sick on. We won't mention it because I don't want that tag on the podcast. Yeah, that thing where they closed all the things. Yeah, so that thing that closed all the things, how did you survive that? It was hard, man. It was very hard. So, I mean, being a rickshaw business that our driving force is hospitality, we just got like, can I swear on this? Yeah, fucking shit. We got fucked in the ass by that. Hey, like we made zero dollars in three months. We went from like doing about 30K a month to zero, like literal zero. And what's like the profits sort of thing? If you want to beta that question? Because we have like over 20 young people employed and we have a fleet of 22 bikes now, it's not a very high profit margin in the business. So obviously we try and keep our prices competitive because our main target market is families. So it's just not a very profitable business at the end of the day. So when that happened, we had high overhead costs like maintaining the bikes and the warehouse and all the software and the people that we had employed. And then yeah, we just had no income coming in at all. So we had to go into debt and figure it out. And then, but one thing that I did, which I'm really happy that I did was I started reading, like I doubled down, you know, you know when something bad happens, like 95% of people I think they're just like, oh, something bad has happened. So I think like most people over COVID, they just like went and watched Netflix for like six months. But I was like, no, I'm not going to lose. And I was just reading Harvard business review things. And I was like, I was studying what companies that survived the 2008 financial crash did. And it was all like, don't fire your best staff and double down on marketing. So that's what I did. I just, I was like, I gave all my staff a bunch of tasks. And because nobody was spending on ads, we just went ham on Facebook ads. Hey, so we just captured the whole market and we were getting like one cent clicks on our Facebook ads. So I just went super, like you can't, you can't get anything closer to that anymore. But I was just getting one cent clicks and like my ROAS was like 10 or 20. Fucking hell, ROAS. Return on ad spend for anybody who doesn't know is when you, the amount you spend on an advertisement on Facebook, for example, and then the amount you make from that is the ROAS. So if you make times 10, you made times 10 your money. Yeah, so if you spend one dollar, you make 10. You make 10 bucks, which is ridiculous. That's huge. And I can relate to that because and I did it by accident because everybody was locked in and whatever. And I was making content because I was already making content. I like making content. I was getting more into the short form video stuff because no one else was doing it. And I was getting bullied by my friends going, what the fuck are you doing on TikTok? Yeah, yeah. And then in that same time, I realized shortly after why it was going viral, everybody was at home. Yeah, yeah, yeah. There was nothing else to do. I had the audience. Like when I was still teaching at the peak of the lock down, I had 20,000 kids stream live into my maths lessons. Just called maths lessons. Yeah, I was a maths school teacher. Bro. And then I was like, well, what if I start talking about my wedding photography and then booked out two years organically in six months? Yeah, wow. And I just doubled down on that. And it's the same thing. Like I did, I was able to do it organically. So my roll ass is like, whatever the fuck. Yeah, yeah, yeah, yeah, yeah. You know, just the time it took. That's why organics are so good, man. Yeah, man. I'm actually, I've really changed my tune on that. I used to think paid ads was a go. It's organic, man. It's the way to go. It's both if you know how to do both. Like my overall. But I think Master Organic first. Yes, exactly. Unless you just like, unless you've got money to burn. Yes, like you just want to blow up fast. And that's what I see a lot of brands do nowadays is they go and use ad spend and they piss it up the wall. And the agencies are taking advantage of that. And I want to help change that. It keeps it up, man. Yeah, yeah, you know. And but also at the same time, these companies and brands that I help, they struggle internally to make the organic content. And when I come in and help them, there is fucking gatekeeping. There's brand rejection. Oh, you can't post this. You can't post this. I'm like, well, what can you post? Yeah, then do it. Fucking post it then. Like if you want to, if you come, if I come in and help you and you tell me I can't post like this, yeah, if I can do it yourself then, you know, I think the root of the problem is that like people want, like all people want when they go online is to see authentic content. But nobody wants to make authentic content. They don't know how. They're scared of getting rejected. They're scared of what their friends will think. They're scared of what their boss might think. Their boss is scared that they're going to offend somebody. The HR department, they said like, oh, we can't take any risks. It's a problem. And so like the bigger companies just put out like really like lame kind of stuff. Whereas like younger people that are just like, oh, I don't really care what people think. Yeah, you can just, you can make like huge headway. Like you have like, you're like nearly a milli followers now on TikTok. 1.6 milli. 1.6. Yeah. Getting there, getting there. And you like, I mean this with all due respect, but you're not like super hot. Thank you. You know what I mean? You're not like- I'm just hot. You're not like Ryan Gosling or like Margot Robbie or something. I didn't shave today, so that's probably why. But yeah. We're both like kind of average guys, I guess is what I'm saying. Yeah. Average looking guy. Thanks. I'll clip that. Very tall though. Very tall ladies. Also married. Yeah, exactly. So one person thinks I'm extremely hot. Yeah. Shout out to Sabine. That's all you need. What about you? Are you married? No, I'm single, unfortunately. Well, fucking you're uglier then. Yeah. So. That's why I started a rickshaw business. So that's, so the reason why it works is like, it's being yourself. That's the ultimate thing that you need to do online. If you can be the ambassador of your own brand and be yourself, you're almost all the way there already. You just need volume of content. Now the problem with brands and companies and businesses is they, a lot of them, they just want to make money. They don't give a fuck. So I'm like, all right, cool. Excellent. But if you have the budget, hire a mascot. And I'll teach your mascot how to fucking dominate the socials. And then I'll teach you how to do the account management so that you know how to run the fucking shit. And then when the organic starts really working, pump the ad dollars into the best performing shit. And you will scale like no tomorrow. Like it's not hard in theory, but the reason why people still don't do it is because they don't want to spend money on marketing or they don't want to put their themselves in front of the camera, which saves them money. And they don't want to learn how to do it themselves. And I'm like, well, fuck, you have the time or you have the money. And if you have both, why not do all of it? And I'll just come and help you. That's really it. And the ones that have done it, like I have a guy, his name's Matt, he listens to this podcast. So shout outs to Matthew. Shout out Matt. He, his dad owns a bunch of IGAs out in the East. Fam group, shout out, massive plug. Love your work. He hired me to come and help him, right? To workshop with him. Now his thing has got 55,000 followers. He's IGA. His IGA TikTok account has got 55,000 followers. And now kids go there to want to make TikToks with him. That's so cool, man. That's fucking what happens when you listen to Sebo. Yeah, yeah. I have taken Sebo's advice. Fuck me, like, you know, it's just like, it's frustrating because it's like, I've done it many times over and there are times where I've failed with clients. I put my hand up straight away. And I don't like making excuses, but there's different things that happen throughout the journey. I'm like, no, you've got to push past that. Oh, you need to make content like it's, like it's on brand. Like it's, you know, it's chill. It's like, no one gives a fuck. It has to, oh, it's not like our Instagram content. I'm like, that's good. Put random shit on TikTok. If I can put something that completely doesn't make sense. Our random stuff does way better. Like we can make like a really professional marketing video about a bartender. And it will do so much worse than like me just telling some dumb story. Oh man, like honestly, like your content strategy is simply podcast at the back of the thing. Like you've already started doing that, which is sick. Like, dude, I'll fucking go on. It just sounds like fun. And the whole thing is like, if you do it properly, you see the sites and people like, oh, look at where the fuck are they? That's it. Go down a free mountain for a day and shoot three or four different episodes. And then just clip like golden moments where people talk about something. People go, what the fuck? I've never seen a podcast where they're on the back of a, like a bike thing. And I already forgot what it's called. Pedal. Pedal. No, you said. Puddle. Puddle, yeah, puddle. The back of a puddle, like, what the fuck? Where are they? Oh, I recognize that street. They're not even listening to what you're saying or they're listening to what you're saying. And then they go, fuck, this is an interesting and unique account. I'm gonna follow them. And then when they go out and about Northbridge or wherever, they're like, oh, that's one of those fucking puddle things I've seen that podcast from. I'm going to go on it. I don't care. I'm just going to go for a drive because I love, I love this. And then they want to just make an Instagram and say, look, I'm on a fucking puddle. Look, this is the podcast one. Oh. That's how it works, eh? But businesses and brands that want to do it for some reason, it's just like, I'm frustrated. Well, it's kind of good for us. Oh yeah, we'll take the market. But I like, for me, I like to help other people. That's like one of my personal values. So like with my wedding stuff, I can just keep doing that for the next 20 years. But I got bored really quickly. I'm the same, I think like, I don't know if that's like a creative ADD thing that people have. Like when you're creative, you just like, I have the same thing where like, I really get my teeth into an idea or a business and then once I've like got it to where I like, I want it to be, I can like see the next five year plan. But I'm like, I don't want to do the legwork. But if it's challenging or if it's something that you're that you're keen on, like I see the five year plan of what I'm doing now. And I'm like, holy shit, I'm keen. Yeah, because it's exciting and new, right? And it's, I mean, like when you have a business and it becomes about like managing the staff and you know, reducing your expenses and stuff, like all that managerial stuff. Like, oh, I just don't enjoy it. I had a personal training business and I scaled it to $50,000 a year as a full-time uni student playing in the waffle. In the waffle? Yeah, West Australian football. Got you, got you. So I had three things I was doing at the same time. Main, I say this, but I could, I reckon I would have had a better bid at AFL. Had I not studied for uni or had my own personal training business. But I leveraged my footy for the personal training business. Like I play in the waffle. I'm a good personal trainer. And then my university degree was teaching and I had major in phys-ed, which means I did a lot of units that required understanding of the human body. Anatomy, biomechanics. Yes, you could talk the language. And when I did the unit of biomechanics, I was like, holy fuck, the four, the cert for personal training degree that I got is nothing compared to what I know now. Yeah, yeah. And I was like, Jesus. And I saw a market in this. I was like, looking at all these other personal trainers. I'm like, you guys are so basic. I didn't call them out or anything, but I was like, I see a point of difference here. I've got a university education about this 10-fold and it sounds arrogant and cocky, but I'm like, I know more than you. And I know the things that you're doing wrong, that's because of the education, the extended education that I had. And I became obsessed with it. And I became, I talked about it. And this is before fucking TikTok and shit. All the good old days. Good old, yeah, I got all the clients. And then what happened next, coming back to the story of what we're talking about, I was like, you know what? I'm at the point now where I'm doing 50 sessions a week, like five to 10 sessions a week, scattered throughout the days, morning, afternoon, half hour, 45 minutes. And then I was like, the next natural progression here is opening up my own gym, hiring some PTs and leasing out the space that they can use the equipment or whatever, subsidizing the rent. And then see if we can come up with a marketing strategy to say everybody wins. And I'm like, no, fucking can't be bothered. And then, that was it. But I think that like speaks to this point where you have to like, you have to align what you're doing with your values. Because, and this speaks to like anybody who has a business, but especially the people that have a job. Like if you're like doing something, you just don't align with it. It's so much harder to, you feel like you have to like constantly like force yourself to do it. But then when you find the thing that you're really excited about and it aligns with your passions, and it's just like so effortless, you know? It's so hard to describe that to people, but like- You've got the flow. Yeah, like when you go in that flow, you just do it 12 hour a day, like it's nothing. Oh man, that's every day now. For like an eight hour day for a job that you hate just feels like torture. Oh man, that's like- Like working eight hours a week in a business, I love, it's so easy. Exactly. It's so easy. So if I was a PT now, and I know what I know now with TikTok, with Instagram, with digital assets, with online shit, back then I would have not started my own gym. I would have gone hard online. Kind of like Kayla Etzeneys did back in the day, she was like one of the first. She fucking ended up making an app and sold it for like, I think it was like $400 million or some shit. 400 million. It was either 140 million or 400 million. I think this is one of those things that Old Mac can look up. Thoughts? I have a question for- Kayla Etzeneys, how much did she sell her app for? So she was a 21 year old personal trainer, quote unquote, and she was selling an $80, and this is me just remembering it. Don't quote me paraphrasing, whatever. And she was selling an $80 package, like a workout, universally to people. And because she leveraged Instagram early, she had so many followers. I had mates sisters who were going, oh my God, I bought the Kayla Etzeneys fucking thing. And I'm like, back then I was a PT, I'm like, how was that tailored to someone's wants and needs? But she didn't give a fuck. She just marketed it. Like girls, market to girls. Dude. That is the secret. That is like the business secret that nobody ever talks about. That is the source. Like 80% of purchasing decisions are made by women. Well, that's why wedding photography worked for me. They liked me. They found me funny. You're not parking for their husbands, eh? Yeah. And you know, they're marrying someone else, so I didn't have to be hot, you know? And their husbands, to be were like, oh, he's not hot, that's all right. He's no threat. You're no threat to them. Yeah, no threat, no threat. Kayla says, yeah, she's now worth 486 million. You go, 486 million. And I was- A half a billion dollars from posting on Instagram. Well, posting on Instagram, but selling digital assets, right? So what I should have done back then was do the same thing with what I knew and just fucking go hand with that. But when you're her, no disrespect to all her success, you're a good-looking young chick who's genetically blessed and doesn't have to try hard at the gym anyway and have a completely, like all-time marketing team and all of that backing you behind you and to just push you forward. And then that is the result. So if I did that, fuck knows where I'll be right now. But now with wedding photography and shit, what I do there was I scaled up in three years, I can make those digital assets and go, this is how you brand for a wedding photographer. This is how you brand as a wedding vendor in general. And I'm doing a talk this weekend at a wedding thing, telling people how to do it. My problem is I haven't, until last week I went on a trip to Queensland, North Queensland, through Sony. I met so many people that have digital assets that are making so much money. And for me, money is, it is a driving factor. It is fun to make lots of money, but it's the art of the deal, it's the art of the hustle, it's the clothes. It's the, how many people can I convince to buy this from? And my biggest barrier before was, will this actually be valuable to them? Well, if I convince them and they buy it and it's not for them, I mean, there's a refund thing or whatever. But most people, ever since I'd done any business, everyone's like, yeah, that was fucking sick. Yeah, yeah, 100%. So I've always been worrying about, like, the fear of failure, imposter syndrome, which I've completely got over now. But also, like, will this work? Will people think it's good? I mean, it's still their decision at the end to press purchase. And like, for me- There's always that doubt. Hey, when you want something new, you're like, is anyone gonna buy this? Yeah, exactly. When somebody buys it, you're like, thank God. But when 100 people buy it? Yeah. They actually want to know every single person and go, all right, has this work for you? I think it's like a teacher thing back in the day where my students, my 32 students in the class, I'm like, all right, you guys good? You guys good? And then get the results back of the, when I'm checking for understanding, I hate the word test. And then one of them doesn't get it. And I'm like, is that me? Or is it them? And that's kind of like a pain point I've always had. But now I'm starting to really get over that and go, you know what? This is what's worked. This is what's worked for them. This is testimonials and shit. Yeah. Here it is. If you want it, grab it. If you don't want it, well fucking good luck, you know? Yeah. So- That sort of meticulousness that you're talking about is really important in business, I think. Oh man. Attention to detail and like following up with your first 100 customers. Like, if you can do that, it's 90% of the battle. But that's what Kayla did. And I'm assuming that's what she did. And she just killed it. So I remember that back early in the days. Yeah, yeah. And back then I was hating. I was hating. I was like, she's not, she's not like giving a tailored workout to someone. No one ever said she did. And then she obviously had an upsell. Like if you want to be trained by Kayla, she would have had like a premium package or whatever. And now she's probably, I don't know, living in Bali or something. Yes, probably like Beyonce's trainer or something. Quick correction, it was only 70 million. What? 70. I would still say yes to 70 million, you know? Okay, I have a question for you. Go on, Sam. Because I think about this. Would you, okay. So remember that guy from Facebook, right? Mark Zuckerberg. Facebook, Tom. That's my space. Oh yeah, sorry, sorry, my space. I've got my social medias confused. Yes, I know his story. The MySpace guy, he just got the money and was, and just left. So my question is, would you rather be like the guy that just gets the 200 million, just leaves? Or would you rather have like the $100 billion empire like Zuck? So why would I want the $100 billion empire? Is the question. I don't need it. Yeah. And I don't want it. So I would, I said this to everyone that I work with or works with me. I say my target goal is 2 million. 2 million invested. Not 2 million saved, 2 million invested. Because 2 million invested in the right portfolio gets you around 4 to 5% dividends every year. There's about 70, 80, 90,000, depending on who you invested in and inflation, right? That covers my basic cost of living. I don't have to do anything for the rest of my life. And then from there, I'm playing with play money. I'm going to start a fucking cafe or whatever. As long as there's not a colossal fuck up and that 2 million is never touched, which also compounds over time. Yeah. I don't give a fuck. Yeah. I don't need 70 million. You would just go and do more fun projects. Exactly. I think the whole like you go and drink margaritas on the beach in Fiji. I mean, you could do that too. But that's just like so darn. I mean, you get bored of it. So what Tom did, Tom from MySpace, he actually sold is, I think it was like, fuck. It was nine figures, low nine figures. You know, the 100 mil plus, these was 140, 150. And that was back then too. That's a lot. And now all he does, you can follow him on Instagram. He's actually making, taking some insane images, like photography. He just, he's a photographer. He just goes and takes photos and tells stories. That's cool. He doesn't give a fuck. I'm like, that's what I want to do. Like I started my journey in 2015 when I had my ACL done as a footie player. And I was like, well fuck, I'm done for 12 months. What do I do? Yeah. Got a DSLR, started taking photos of my sneakers because I was a sneakerhead. And then I was like, and then I was like, yeah. Cause you know, and then I was like, fuck. Well, what else can I take photos of? Took photos of birds, learn how to focus. Took photos of landscapes, then got into people. I'm like, you know what? This sort of person in this photo loved street photography. And then from street photography became portraits. And then from portraits became weddings. Because if you can pose a model, you can pose a bride. And that's a valuable skill. Yeah. Well, you can charge a good hourly rate for weddings. Exactly. But also with that, the commercialized side of it, I actually don't like it. I don't want to do something for someone else that is a creative thing. Unless I have 100% creative control and they are super happy with the final product, no revisions. If I can do that, great. I'll do that for money. Otherwise, I'm not going on an assignment and have to do something. I just want to fucking go out there and take a photo of something I like. And if someone wants to buy it, great. If someone doesn't want to buy it, I don't give a fuck. But that... I completely agree with you. Hey, because my point on that is like, I would do the same. I'd get there like a few milli and just like, I just go move to Ireland entirely. You have house work. Get a nice house. Yeah. And then just chill, you know. And if you get bored, like, I mean, people don't get this until later on in life, if they're lucky as well. Because 75% of people in Australia, when they retire, they rely on the pension. Really? That's a sad stat. We're one of the richest countries in the world as well. Yeah. There's a worse a stat than that. What is it? And what happens four years after they retire? They die. No. So four years after someone retires... 69. Yeah. No. So four years after they retire, this is a sense of stat. 63, no, 96.3% of Australians. Yeah. Four years after they retire have to downgrade their lifestyle. Oh. Four years after they retire. 96%. 96.3%. Don't try and make me Google that. Isn't that so sad, dude? That's a fact. You don't have to Google it. So what happens is... And they all got told that the Australian dream, you know, like... Yeah, the Australian dream. My mum's barely left the country. Yeah, your superannuation has run out. And now she's like 55, like, if she travelled, there's no way she'd have as much fine as like a 20-year-old in Mykonos, you know. That's what I mean. And the reason for that is there's no education behind what you should think about. You don't have to do it. You should think about from 15 on. So from 15, you need to think about what you need to invest in and how to invest. You don't save money. But, you know, you can live life and buy dumb shit or whatever. But honestly, if you realise this now, by the time you're 30, you're going to be fucking super well off. Oh, bro, yeah. And you have... I had 10 grand when I turned 18. And I remember looking at Bitcoin and being like, that would be a good investment. There's $100 a coin. And I was like, nah. And then I just went and just went clubbing and just wasted all my money. Everyone's got a story. Everyone's got a Bitcoin story. But my biggest advice to anyone who's around like 17, 18 is like, don't waste your time in these clubs. Hey, just go travel, find what you love to do. Exactly. And just like, oh, like alcohol when partying is probably the most overrated thing in our whole culture. Exactly. And that's like one of my recent clients that we parted ways with. The original idea was for me to be an ambassador to help them, you know, put my face in front of the image. And but then I'm glad they didn't say yes to it because then I realised after that it's promoting that sort of a lifestyle. And I would have kind of flipped it to more of like an educational sort of in moderation and all of that shit. But the bottom line is I actually just want to teach people to go, all right, you hit 18, do not waste your money in clubs. Waste your money or invest your money in education. You can put it in shares. Great. If you could do both even better because five years later, that $300 you would have spent otherwise in a club on overpriced fucking drinks. So you would have spent a quarter of that in your house with your friends all safe and in the music you wanted to fucking play. Yeah. You were chasing after some five in the club. My God, you know, and like it's it's you don't realise it back then because no one's talking about it. Yeah. And it seems so cool. Like when you're 18, like clubbing, it seems so damn cool. Well, yeah, for sure, because that's how they market it. Yeah. Right. And I'm so glad of where I am now. No regrets at all. Yeah. You know, I could have been a walking contradiction. I would be teaching people one thing. Yeah. And saying and promoting the complete opposite. What do you mean by like when you were a Tik Tok? I'll give you an example. I'll give you an example. I had a fast food client and I was helping them and I was doing their their socials. Chick and Chick. It's close. But I was I was doing the I was doing the the Tik Tok, right? And I was putting my face in front of it sometimes. Now, I wouldn't really be eating the carby stuff. I'd be eating the fried chicken. Yeah. Oh, chicken. It's OK. But then I learned about seed oils, vegetable oils. How fucking bad they are. Yeah. And I was like, holy shit. I've I've weeded off seed oils completely. Same. Same. Holy fucking shit. And you you don't even realize how much of seed oils. These seed oils and vegetables is the same thing. Look at it. And it is so bad for you. Yeah. Like whole. Like you don't even talks about it. Like, dude, if you go to the canola fucking council website in Australia and then the cancer cancer website and you look up the vegetables, they talk about that it's the best and healthiest oil like the little hot complete bullshit, complete bullshit. Yeah, you know, they like they say like coconut was bad for you. Now, coconut is fine. Olive oil is fine. And the best oil to cook in is actually animal beef fat. Oh, yeah, yeah, yeah. Gee is the best. You can actually even this butter, this butter is great. Yeah. But you can reuse it as well. True. You can reuse it as long as you filter it through. You can reuse it. But it's expensive. So canola oil. So if you go and this is why I don't need as many chicken wings anymore in my content, unless it's the air fried stuff at home. This is real. This is fucking real. He stopped eating chicken wings. Exactly. But that's what I mean. Like I'm I'm so glad that I'm not branded or or help that account anymore. Yeah, because it doesn't align with my values. Same with my recent client with the clubbing stuff. Yeah, it actually doesn't align with my values. I don't want to fucking go out and spend money on drinks. So why would I help someone promote it? Yeah, yeah, I mean, there were there were brands in that that were good, like that that I kind of resonated with, like going out with friends for a quiet one or a couple. But fucking get home by eleven because you have a whole like grind that you want to do in the morning, not be hung over and steal the happiness from the next day just so you can have a fucking epic night and then get the Uber Eats and then you sleep in on Sunday and then Uber Eats with the seed oil and then you Tuesday's ruin and then you finally start feeling good on Wednesday and then do it again Friday. Like you just cook it for yourself again. And then by the time you're 30, you're going, what the fuck? Why am I stuck in this shitty job with this shitty salary and this fucking mortgage with these inflation rates going up the roof? What the fuck happened? I thought this was the dream. My parents. Yeah, yeah, that was a big thing for me when I realized like the system is like not like doesn't want to help you kind of thing. This isn't like, yeah, like buy a house like buy a house. Interest rates are really cheap. And then all those incentives encourage all these young people like get into the market and then they're just like 14 like interest rate. Oh, sorry, that's so loud. 14 like RP headphones, 14 interest rate rises in a year. Like and then your loans doubled and your wages have gone up like three percent. All right. So we've got so rude. So we're talking about what's happened and I have no idea where we went from from the original question I asked, but I love this this series of things that we have a lot of ADDS. I love it. I love it. So what about yourself? You you mentioned that you weren't making any money for three months during Old Man, Old Man flu season. Yeah, Old Man flu season. Yeah. So how did you survive? So I doubled down, right? So I I mean, I had to go get a huge loan at some ridiculous interest rate. But how did you how did you make the money back and repay your debts and have a row ass when people went booking your bike? So this doesn't make sense. So what we did was I mean, if those three months we were just getting ready. So it was like, how do we make the website better? Let's work on our brand. Let's, you know, redesign our colors and our fonts. And we're like, you know, that stuff. Yeah, I'm sure, you know, all that stuff. Yeah, you wish you could do, but you just don't have time. Yeah, we did all that stuff. I mean, that's that's what you got to do. Yeah. So we just we just like we just plugged all the holes. And, you know, I cut down every expense as like I called every single person that we had an expense, you know, that we had to pay and and just, you know, got negotiated deals and half price things until X. And then as soon as it looked like, like, oh, hey, this is opening up. We would just like pulled the trigger on the ads and we're like, you know, $49 scavenger hunt book now, you know, everyone get outside. You've got to wear your mask and you bring your piece of paper that proves nothing. But like, you know, let's get outside. Let's have some fun. And so we were the first to accompany in WA to just be like, let's do this. Yeah. And so, yeah, from day to like as soon as the lockdown finished. Would you be a lot better off now if it happened again? What do you mean? Like, let's say old mate flu season came back in a different way with a vengeance. And then Professor Captain Cook said, yeah, we're going to hide away again. Yeah. How would you do it differently? Or what would you do? Honestly, man, like, if you are my honest opinion on that is that if that was happening again, I would just book the first flight out of here. Yeah. Honestly. I just would you go probably Phuket Phuket. Yeah. Fucking I love Phuket. I've got like two, two really good mates in Phuket. Like if there was going to be a lockdown, I just want to be like right around Phuket on a little scooter. Just up and down Bangla Road. Oh, yeah. And I could just start a little like vlog and yeah. Oh, dude, I'll come with you. Yeah. The whole lockdown thing, man. You can see it actually makes me a bit sad, you know, because I walk around. It seems like in the last three years, like everyone just got a little bit sad, a little bit more overweight, you know, like it really did a number on a lot of people. That's it. That's it. Except for your staff. They're all fucking peddling. Oh, bro. Yeah. We're so fit. Look at these legs. So one thing I want to talk about next is the business plan in terms of having like a safety net of, oh, shit, I'm not getting much business, but I can survive because I didn't go razor thin margins and I have a safety bucket. And that's kind of what I wanted to do with talk to you about if that flu season came back, you can survive for six to 12 months because you have that emergency money. Yeah. Is that something that you're thinking about now as well? Yeah, definitely. Well, like to be honest, well, like I'm looking at exiting. So it's actually on the market. And I'm looking to sell in the next few months. Yeah. So I want to get out of that for about two fifty. Yeah. And move on to the next the next adventure. But what are you thinking? I'm doing like a little e-commerce product. I'll show you afterwards. It's called Bottle Bud. Oh, it's like a little it's like a little car accessory. Doubt, though, because everyone's got their like little Frank Green bottles, but they don't fit in the center console. OK, just a little product that feel that. Can you just go to Bunnings and get the old PVC pipe? Yeah, but we support plumbers, man, like so many plumbers are coming to me to saying like they go to stop taking our part. They've got to get their storm drain and like some like 18 year old Tiktok has stolen all their parts and then they have to like charge an old lady double. So not only are we helping young people, we're helping tradies. Yeah, I'm sure you have fun colours. Exactly. Yeah, you're going to match the bottles. It matches the bottles. Yeah, you've got to get that 3D printing, 3D printing going. I've seen a lot of that. It's harder than you think, hey, 3D printing is like really. Have you tried? Yeah, we tried getting a few 3D printed, but it's very hard. Yeah, it's either like too expensive or the like you can't get like a nice rounded surface. Yeah, we just went old school and, you know, went to China, found a supplier mold. We got like 2000 products shipping here soon. How do you figure that shit out? Like, where do you start to go? Oh, I've got a product here. We're going to put it inside a car center console. Yeah. Where do you like go then from there? Like, from that to calling someone in China? Yeah. What do you do? A lot of googling. Yeah, a lot of googling. Like, honestly, I don't I don't think I'm very smart and I'm not very focused either. I just I just enjoy taking risks, I think. So I'm like, oh, that's a problem. And then I what I like to do is I'll ask some people around me. Like, I'll just call a few friends and be like, you know, if I made this, would you buy a kind of thing? Because I think the worst thing you can do is to start making something without actually justifying that there's a market. That's when most people go wrong in business. They like build an amazing cafe. But no one gives a shit. Nobody. Nobody wants coffee in that suburb or whatever. So, yeah, like step one is just test, test the market. Test the market. Step two is to start doing research. Yeah. In my case, it was going Alibaba and messaging people. And then it was, you know, you start talking about it and then if people go, oh, yeah. So that's the beginning. And then go, what if this and this and this and I go, oh, yeah. Like, fuck it. That's sick. Like, I got something brewing up here with with the the lead coding guru of a man, Jamal. Yeah. He we've got this AI tool that literally you put in either a PDF or like a slideshow or like a downloadable thing from your brand or your business. Or just get your website. Yeah. Or if you don't have any of those for some reason, you describe what it is that you actually have or do. And then it creates four of your key brand pillars, which are universal for any brand. Yeah. What problem do you solve? Why do you want to solve it? Who your target audience is? Yeah. Who are your other horizon people? Yeah. Right. Your target audience. Yeah. You can still market to them just in case they know someone. Yeah. And it's important. I love doing the avatar thing. Yeah. Just dreaming up like. Yeah. Like her name Stacey and she's 24 and she has like a shell tattoo on her wrist and she drives a Suzuki Swift and like she wants to go to XMouth this winter. And like. You got to know how to talk to those people. Yeah. You got like a really like you imagine it. You're not just like 30 to 40 year old women that have hair. Like you really like define that. Yeah. Yeah. And then when you like make content, you're speaking to that person. Exactly. Exactly. Because too much content is they're just like speaking to like. Anyone everybody. Yeah. To. Hey everybody. My product is is good. It's made out of wood and it's it works by it please. Yeah. So we're developing this thing where it goes from the actual brand like website or whatever. Yeah. And then goes into ideas. OK. And then it goes into scripts of content. And all you have to do is record it. So it'll give you a TikTok script. Will it give you like frames and stuff? Yeah. Shots. Yeah. That's narration, text, everything. Damn. That's pretty cool. Yeah. So it's built on chat GPT. Yeah. You use an API. Yeah. And then we're going through different coatings and stuff we're migrating the coding language. And yeah. Hard coding it. And then I was engineering the prompt. Hey, it's right. You're giving away a bit of IP here. Just as a. That's right. That's right. We're not going too deep into it. Yeah. But yeah. So most people just would like everyone has an idea. But no one ever makes the business. Well, exactly. I give away everything for free. Yeah. Well, less than one percent that will hear this will actually go, oh, shit, I should do that too. And then less than one percent of that will actually try. Yeah. So I don't give a fuck. But like with this, it's it's just been months and months of teaching people. But then when I came out, I was like, holy fuck, I can do this quicker. Yeah. But then showing people how to do it quicker. Yeah. And then for them still being non capable of doing that, going. Can we do this easier again? Yeah. So if this doesn't work, might God have mercy on their souls because what next up? You could maybe do like a content planner. Yeah. Like it will make you 30 days. And then that puts it into like because the way we plan our content is that we have like it's basically just like a table with like the post. Yeah. The script. Yeah. But that's that's the posting part. That's the posting part. So we're talking about the generating part. Yeah. No, that's what I mean. But you generate it. You put it all into the post of the caption. Yeah. Yeah. Yeah. And then you could if you want to make it really easy, this is like a little like load bar where you just load the video onto it. That's something that we're that you see. We've got like apps like later. Yeah. That's kind of like that. We integrated that into it. Yeah. The way editing is getting so much more automated. Yeah. How are you doing editing? So I mean, we've got people. Yeah. We've also got some young guns kind of thing. Yeah, I trained them to be young guns. Yeah. You know, but a lot of the time it's finding AI tools that speed up like make things five seconds quicker. Yeah. And then you do that again and again and again. Eventually that five seconds becomes a whole minute and then that whole minute becomes an hour. And then in that hour, you you've instead of outputting one or two video edits, you're outputting 10 video edits. An hour. Yeah. It's pretty good. Yeah. Are you using CapCart? Yeah. CapCart, Premiere Pro. We've got Descript and then there's one called Opus AI. Yeah. Opus is sick. Yeah. Opus is sick. It's not quite perfect, but that's because we're creators ourselves. But to to the general NPC audience, it's amazing. It's really fucking cool. But we're trying to do it internally because then you have XLR outputs, which means it's non-destructive. And when you put it into Premiere Pro, for example, you can play with it further. There's already an app called Gling, G-L-I-N-G, that can do that. Cuts the fat. So all the pauses and stuff. And then you put that into Premiere Pro or whatever as an XLR. Yeah. And it automatically has it all cut just like the app did. And it's non-destructive, so you can play around with it. Yeah. Then you've got your transcript. Bang. If you have a template for your transcript. Bang. We did a talking head video that took it's about two to three minutes of recording. Yeah. Brought it down to about 40 seconds of footage. Yeah. All transcribed, all ready to go and took us less than five minutes. That's really good. Yeah. Yeah, once you get your processes dialed in. Yeah, yeah, yeah. So now it's just a matter of can we get a client for a hundred videos and then output those hundred videos in less than a day or something like that? Yeah. But the thing is like you still have to kind of be diverse in those hundred videos, it can't just be that same flow. You have to have different styles. It has to be like a skit or a meme or, you know, generally it's about four to five pillars. Yeah. So like, for example, your business, you'd be like that podcast on the back. But then you'd have your driver doing like a meme. Maybe you talk about something in the area, like talking about Perth itself. So get, you know, tourism coming to Perth. Yeah. Because if you do a really cool tourism video for whatever reason. Yeah. People come to Perth and go, fuck, I'm going to Perth because of that one business. Yeah. All of a sudden you're a hero to Western Australia and you're a hero to them because then you're like, oh, I've got to go on them now. Like I like bully the bulldog in Amsterdam. I saw their content. Yeah. It's the cupcake shop. Yeah. You know, the one I was like cupcakes. Fun ones. Cringes. Yeah. So I was like, as soon as I got there for the first time, I was like, I need to go to the bulldog. Yeah, true. And then the Heineken factory, I always loved Heineken. I was like, fuck, I'm here. I'm going to go to Heineken factory. But it's the same with you guys. It's like, I want to go on one of those bikes. Yeah. Even if it if it exists in their country. Yeah. They want to fucking go to here and go, well, I'm here. I have to go on this. Yeah, yeah, yeah. Yeah. Become the tourist destination hotspot. Yeah. And then, yeah, have your pick of your choosing. Yeah. And it's making that content appealing and consistency is such a big thing as well. Well, that's that's what it's like. It's not just showing up once. It's like showing up. Yeah. Because I find that I'll see somebody, but I won't take that much notice. But it's when I see that like the fourth or fifth time. Yeah. And I'm like, oh, that was valuable to me. They made me laugh. It was entertaining. That's the consistency. And I'm like, I like this person. Yeah, you got to know just go smash like four hours of YouTube content of theirs. Exactly. And then and then if there's a seat, a right CTA or a product in there, you feel obligated to purchase because they've helped you so much. Exactly. Yeah. Whereas you don't have that with an ad, you know, like you never see an ad and you're like, oh, I'm going to go watch four hours of YouTube and buy the first 10,000 course. The problem with ads is they ask you or they say, hey, you have to watch this. And hey, you have to you should make this purchase on. Don't tell me what to do. Yeah. But if you can hide it as an organic piece of content and then be consistent with that over time, the best performing ones, you can repurpose them as ads by putting more ad spend behind them and fucking way, easy. I said this already before. But that is that is the slam dunk formula. Yeah. And the reason why people are failing and wasting money with agencies and in their brands is I think that's going to die. There is dying. So the ads. So agency comes in and goes, hey, we've got a campaign for you. Cursed word for me is a campaign. There's no such thing as a campaign. It should be lifetime campaign. The lifetime campaign is the organic strategy from that come many campaigns that sprouted from all the testing from consistency you've done with your organic content. That's the mini campaigns. Look, how many people love this viral video? Let's keep pumping it so that everybody else can see it too. But let's target it to the right people. Yeah. The human element has already been proven. Yeah. They love the video. Let's target it to people that are most likely to purchase. Yeah. Away you go. I think paid ads works in a personal context. Like if you're like a tire Lopez or a Billie Jean, paid ads make sense. Yeah. Whereas if you like KFC, it's all brand. Like brand is is what you have to monetize. Like Nike doesn't like I've never seen a Nike ad on social media. But it's just their brand. They're like, when I think they've done it right, they're just like, it's like, just do it. Yeah. Well, like one. Yeah. Well, like Tesla. The never paid ads. The brand is just like Elon Musk saying like wild based shit. Yeah. On Twitter. Yeah. Commit to Dogecoin. Yeah. So I had I had a couple of agencies that I remember I can mention anyone, but their clients were like, it's been 100 grand in three months and they cannot prove that it worked. And 100 grand. Yeah. The problem is they pitch an idea. They go, hey, we're going to create this creative and it's going to be sick. And we're going to do this with it, this with it, this with it. Yeah. There's a local marketing agency. I know for a fact that's actually a media like buying agency that you can purchase stuff to put on their website because they've got so many hits. Yeah. They actually charge over seven grand for one video for each of the three platforms. And all they they can tell tell you is how many eyes eyeballs. Yeah, impressions. I'm like, fucking bullshit, man. What about the engagement? What what is the guarantee? Where what is the row ass? I've seen some companies that sell like a Facebook post, bro, like a grand, bro. And it's like like organic Facebook hasn't been good for like 10 years. But that's why I don't want to work as a content creator doing collaborations anymore because I feel guilty. I feel guilty going, it's two and a half grand for me to post this video. You'll get thousands of views, but I can't guarantee you. You make your money back through actual sales. Yeah, yeah. But the agencies that hire me, yeah, they hire me. And then I mean, I've had multiple companies come back to me and go, we'd like to hire you again this year, like e-tax, for example. And I'm like, fuck yeah, it worked. Can you give me stats? And all the stats that they gave me were like the vanity metrics. I'm like, yeah, but how how do you measure if it actually worked? Like how many onboardings do you how do you tell that to your client? And that's when I discovered that there's a gap. Maybe that's where AI will come in and you'll be able to maybe in the future, you'll be able to see like 20, like these 20,000 people or watch that video and in the next six months, you know, like 3% border. And so I would love to know that start video, $6000 sales. But it's it's always been the million dollar question, right? And is like, is like, yeah, there's content monetised. But I want to empower the clients, the actual brands to go, all right, if we get this person and we pay them three grand for these videos, we post them organically on our site. How do we measure that those exact videos got us bookings or purchases or whatever? You can't unless you put ad spend behind it and it's genuinely from the video, people clicked it and made the purchase and you can have that evidence. But all this like promo codes, I guess. Promo codes, yes. Affiliation and use code. So when you go to chicken treat or whatever and there's too many fucking two dolls off your chicken and then and then you can say, oh, like we, you know, $10,000 was made. But the thing is, people you work from averages, they work from like, oh, it has to be part of the package. It has to be part of the package. We can see a spike when this happened and they leverage those. Well, marketing agencies, I've noticed what they do is they generally don't give like I work with a line agency and they are incredible, like really, really, really good top notch. Probably the best one of the best agencies in Perth. Well, like the average agency, they might just they will use a lot of like technical jargon to confuse people because people obviously don't want to think about the complexities of SEO. Yeah. So they'll just get sold like this $10,000 SEO package and they'll just get loaded up with jargon and then once a month they'll say like, oh, like your site got 10,000 impressions or whatever. But yeah, like the average agency is not saying like, hey, you spent $10,000 and you made 30, here you go. No, most of them. Yeah. And most of them also lock you into like a contract. So yeah, not only are you getting fucked over, but you are like contractually getting fucked over as well when you realize it's not working. You're like, how do I get out of this? And they're like, oh, you're in it for 18 months. Yeah. Sick. So for me, it's just coming in and teaching the staff. Yeah. Teaching the people internally. Yeah. Going, this is how you do it. And if you want to still hire an external agency, watch out for this, this and that. Yeah. But also this is how the new age of shit works. Like TikTok, for example, you can't be too anal about branding on here. Yeah. Just fucking just do something. Yeah. And it's like, oh, we can't just do interviews the whole time. But it fucking goes viral. Who gives a shit? Yeah, it's actually better to do the same thing. It is. People always want to like mix it up. But you're better. Yeah. Like I want to watch like Episode 472 of the SEV podcast. Yeah. Not like a SEV. And now binge watch. Episode number one, you know. My favourite analogy for this is you need to create a TV station, TV channel on every social media platform. So they say TikTok and then all of a sudden you put 100 videos out. Nobody watches it. Not many people. So what you do then is you keep going. Yeah. And then you have that one video that just goes viral and people binge watch all the rest of them. Yeah. And then you have a look at which ones had more people binge watch than others because they either watched it again or when the algorithm goes, oh, fuck, people are watching this whole channel. Let's push it out again, maybe. And then you'll see different patterns of other videos starting to get more and more and more. Then you grab the 10% of the best performing ones, grab those templates and the styles and the themes and whatever you fucking did. Redo them again and then go again. It's snowball, snowball, snowball, snowball. But most brands don't have the patience or the, I don't know. They don't want to fucking commit to that, but they want to keep everything like on brand. It's this and oh, it needs to be this aesthetic. I'm like, you say that you don't get to decide the target audience decides, but you can only get the target audience to tell you if you put out shit. Yeah. And that's the problem. I'm noticing a lot of brands. They are fucking still pigeonholing because that's all they know, because that's all they're used to from marketing agencies. They're like, all right, we need to sit down and we need to put sticky notes in. Who's your fucking favorite superhero? How do you do this and this? And then two weeks later, all right, we've got your content strategy. Here you go. That's $10,000 and they still haven't posted one video. Whereas me, I just like, right, what's your brand? Great. This is our TikTok does it. You need memes, interviews, point of views, fucking podcast episodes. And you need your CEO to just start talking about their success. Yeah, yeah. There you go. Go fucking go, right? And just do that a week later. See if it's not working. I'm like, how many videos did you post up one? What do you think that number is? Is that a hundred? So if you post a hundred reels, what is the number? Like, OK, you're like, you're not it's not about like there's nothing crazy about you, but if you just did X amount of reels that were captivating, how many would you have to do? We're like the average Joe like would like have enough height where they could make a million dollars a year. No, it depends on how much you pay attention. Yeah. So one of my most viral videos for my business that got me 20 leads organically and got me five bookings in that same week. Yeah. And they all told me that came from that one video. That's how I measured it. Yeah. 17,500 dollars I made for that one week. One real one one one tick tock. Wow. And but it took me a year of branding and practicing and figuring it out and then clicking going, holy shit. I've got a wedding photography business and there's wedding photographers in America who have got tick tocks and they're killing it over there. What is one of the most viral videos there? And what are they saying? This one girl, she's going, here's what I bring to a wedding other than my cameras, lint rollers, fucking sewing kits, Hollywood tape, tissues, pens. I'm like, I fucking do that. I'm going to make my own list. 200,000 views later, 91 percent of them in Australia, 20 inquiries in my inbox. I was fucking overwhelmed in that shit. And that was organic, remember? Yeah. And then bang bookings. And I was like, holy shit. And this was like proof of concept. I was like, what the fuck? And I just did it again and again and again. I went on Facebook groups. I went on bridal wedding chats, bridal wedding dress chats. They're all talking about wedding dresses and stuff. And then I would come in there going and I would make a video. I'd be like, this is how you pick a dress. Yeah. And the only reason I know about it is because I've done it. I don't give a fuck. I wouldn't normally research about how to pick wedding dresses. It's not my department, but as a wedding photographer, I gave them value of going, here's what you have to consider when wearing this because of this outcome. And I'd be like, hey, if you get a really big, bulky dress, remember, you're wearing that thing all day. And by reception, where you just want to dance and de-stress and eat food, you want a fucking little cocktail dress. So you have two options. Commit to a light dress the whole day and just don't worry about it or have an alternative dress. Two dresses. I've seen two dresses work. I made that video and people like, what the fuck? This is the best advice ever. Nothing to do on my TikTok. Nothing to do in a wedding photography page, specific target. I gave them value and they're like, who are you? What the fuck? And I'm saying, I'm a wedding photographer. Bookings, bookings, bookings. But it's important to differentiate that you weren't saying like you weren't saying anything about your service. Exactly. You were addressing their pain point. Exactly. You're like, you are doing this thing. Exactly. Like, let me help you do that thing. Here's something that, you know, like you have probably thought about. And because ultimately, like you're selling to a feeling in the customer, they don't give a crap, like how many, like, like megapixels or a camera, whatever you call it. And the thing that they said the most is the reason why I hired you, yes, you give me value and something, but you just look organised. And you look like, you know what you're doing. And even if I hired you as a photographer, I feel like I'm safer for my wedding day because I've invested in you because you're a good problem solver. So what else can you do for their business or for, sorry, for the client that's over-delivering? You market the over-delivering, but you also market the outcome. You market like, here's the result that you will get from me coming to your wedding. Oh, your limo driver is not coming in. I got you. I'm going to fucking call them up. You know, it's technically the problem that a wedding coordinator solves. But that's what I tell in the videos going, I've done it before. I can help you. But here's why you hire a wedding coordinator. And then all of a sudden I get a wedding coordinator on my podcast or on my TikTok going back and forth. She or he gives value. And I'm like, here you go. I actually had a wedding podcast. It's still available. It's called Perth Wedding Minds. Perth Wedding. And I got up to 20 episodes before I got so fucking busy. Oh, really? And people still find it and book me from that podcast. And the last episode was like 2021 or some shit. Nobody else has still done it yet. And I'm like, what the fuck? Isn't that funny? Like when you think about an ad, you spend money and then you make money like for one day. For one day? Exactly. You make content and you make money forever. It's like the best leverage ever. But then once you have a TV show, Perth Wedding Podcast. People are still discovering Seinfeld and the last episode aired in 1999. True. People still reading Meditations by Monterellis and dead for like 2000 years. Exactly. And then with campaigns, campaigns with these fucking ads, once the ad spend runs out, that video disappears. So that's why you go for organic content. You don't just go, all right, here's the ad call. Please buy it. All right, we've got 1.2 times raw ass. All right, we made a bit of profit. Well, the fucking, you just paid one times your earnings to someone to give you 0.2. That's not a profit. Yeah, yeah. And then by the time you've paid that marketing agency, like you're just losing money. You're losing money based off of time. So it has to be at least over two times raw ass. Three, three to make it really worth it. Ideally if we aim for five, yeah. Yeah. So, 10s. Anyway, I think this whole rant is great. It's gonna be... But one last thing, the opposite of this is the people that are just scrolling non-stop. Yeah. Because they're not actually creating any value. No, you gotta figure out. They're just being like, their brains are just being clogged with other people's advertising. Don't attack me. Thank you. That's... Yeah. Yeah, I want to help that too. I want to have a scroll stopper for kids. Yeah, yeah. Because when kids come up to me, say I have a big fan, big fan, why? Oh, your funny videos, your interviews, your chicken wings and stuff. You're famous. I've heard all your kids say to you. Always keep famous. Famous, yeah. So they're like, I like you because you're famous. I'm like, ooh, that's not right. You know, you like Kim Kardashian because she's famous, but what value does she give? Keeping up with the Kardashians. Who gives the fuck? You know, like they're all over the place. They're not... Yeah, they're successful. But it's like a dream that's really unachievable. What if someone came in, who came in and went, right, I was a school teacher and I wanted to do what I wanted to do. Here's how I did it. But I just need to get them to stop scrolling on me and go, holy fuck, Sev's new post just posted. He's about to drop some fucking bombs and I need to listen because I'm fucking wasting my life. Yeah, yeah, yeah. That's my ultimate goal. Yeah, yeah. Ultimate goal. Hard to monetize that because the algorithm favors the bullshit. True. Fucking bullshit. It's like seed oils, isn't it? Yeah, seed oils, man. Seed oils. It's like the food industry. That's where YouTube is right now. Flourishes is like the subscriber that get notified, like you show up because you're loyal to... Need to get on to YouTube. Need to get on to YouTube. Like there's a much more community focused. Yeah, cause I like, can you even learn anything in 30 seconds? I always wonder that. Like sometimes I'll have a good scrolling sesh for like an hour and I'm like, is any of this going to digest at all? I mean, personally, I will find like useful tips. Like could it be like an editing tip or AI tool tip? Yeah. Something that I will say for reference for later. But it's like other ones would be more conceptual. It might be like business advice where you get like a quick like suggestion that can help you in the future. But no long term, like you would say no long form. Yeah, unless you kind of like learn something and implement it, then it's not actually that useful, I think for average person. Like cause it's almost like, if the content, if what you can learn, you can implement straight away almost. I think it works on TikTok. Yeah, it has to be actionable immediately. That's actually really challenging content to create and I'm learning how to do it at the moment. Is here are three things you can do right now to get your business better than before you discovered this video. That could be a cool content thing. Hey, like here's how you start a business. Like go to like, go register your ABN right now, register your business name, like start a Stripe account. Yeah, exactly. It's hard to find that content for Australia. A business in like one hour. Yeah, exactly. It's not that hard. For me, my pillars, my three pillars are for kids is self-awareness, mixed with self-esteem, and then financial fitness, and then the art of pivoting. Oh, the pivot. The pivot. So when you fucking don't wanna do the original thing you wanted to do, throughout school and probably your university degree that got you nowhere. Or in a job that you don't like anymore. Hopefully you've paid attention to the maths financial fitness part, where even in that job, you learn how to invest properly. And then now you're financially capable of pivoting into a more fulfilling job because your self-awareness evolves. Everybody's self-awareness evolves. Unless you're like the ultimate outlier that you've found your passion very early, and not because your parents told you this is what you have to do, or you've convinced yourself that your teachers were right. Deep down inside, everybody wants to do something that if money didn't exist, that's what they would do for the rest of their life. Some people have found that early, some people find that later, but most people when they find that later cannot do it because they're in debt, or they've got too many other responsibilities and they have to stay at their job no matter what. I do worry about that advice sometimes though, because there is the danger where people ask, we keep saying basically leave you nine to five and go start your own business. That's where financial fitness comes in. Because it might get to a point where there might be some people that would just be an incredible, they're just born to be a really good carpenter or an electrician, but then they listen to all these podcasts and end up writing emails for an e-commerce store or something. If that's what they love doing. And then in 20 years, there's just like nobody has any proper skills. Everybody has internet skills. Everyone's like, I can edit TikToks, but... That's what I love doing. I don't know how to hang a picture frame on my wall. Yeah, true. I mean, the internet's giving you access to how to learn how to hang a picture frame on the wall. But if you really, really want to do something and you have the access to learn how to do it, if you don't take the next action, physical action, whatever it is to do it, then is it really what you want to do? Yeah, yeah. And then I put this shit up all the time on Instagram. I'm like, hey, are you this person? Here are the literal actions you need to do to get to the next level. You won't do it. And I get people messaging me going, I hate to have I saw that. And that little thing at the end said, you wouldn't do it. I act that motivated me to do it. And now I did it. Now I'm fucking smashing. Oh, true. I think that's, that's so true. Yeah. Like you, there's all like this fake ass, like motivation, like Gary Vee's speeches and stuff. But I think what actually puts you to do it is actually more like a darker force. Yeah. You know what I mean? It's not like I'm feeling inspired. I want to like help people like... Prove it. The stuff that like really fired me up was like, I'm going to prove every motherfucker wrong. You know? Like that's the stuff. It's hard to find that for either. That really drives you. Yeah. It's hard to find that for either. Yeah. Well, especially in our like generation because... People are full of excuses. Well, and we all got taught to be so nice, you know? Yeah. Our whole generation is called like, just be nice to everyone. And then like everything work out. And like the actual reality is like completely opposite. Yeah. You really have to be like, I'm going to do this. And all your friends and your family say, that's a terrible idea. And you just have to be like, no, fuck you, I'm doing this. And then like five years later, they're all like, oh, I don't know how you did that. Yeah. And then they all start like, I don't know, like all the people that told me not to start a business, they will ask me for like business tips and how, you know, and they still haven't started a business. Yeah. And what happens if you... Are we good, right? You're running on thin eyes. What does it happen? Just battery. Oh, battery? Okay, we're good. Just, fuck how long have we been talking for? A while? Shit. Yeah, over an hour and 15. Oh, yeah, no, we're going good, we're going good. That's okay. Yeah, we'll wrap it up. But yeah, thanks for listening to all that shit. But yeah, there's been an hour already. What a conversation. Yeah, sorry about that guys. Just, we've got some limits and we'll work on them soon. But we'll definitely do a part two. I definitely want to see your business being sold. If you've already left it, you've already left it, make some money out of it. But I think in summary, after all this, it's even though your friends ask you to do it and they still don't do it, it's not your problem. Just keep providing them the tools and the motivation for yourself to give them that push. Don't preach, just provide that kind of, yeah, tools. Yeah, I mean, you just become the example. I think that preaching doesn't work. Exactly, yeah, preaching doesn't work. Just show, lead by example and only give through your own personal observation. Don't start fucking saying other shit. Yeah, and just like go to the gym, eat steak, like do really like regular stuff. That's what I see. Exactly, tan your balls out. Success is so easy, you know, if you just like do like really normal stuff consistently. Get your sleep in there and have some water, have some good shit water. Do you actually like sun? Nah, I should though. Sun follows that kind of wall really. Yeah, can I sun on the back of the of the bottle and just like, yeah. Bro, that could work. Could work, just in the hills though, outside of the fucking, the mainstream people get cancelled. Yeah, yeah, yeah. Great note to finish on. Thanks for everybody for watching. Shout outs to Bright Tank Brewery as always for the lager. This is voted Australia's best lager as by the brewers of Australia. I think I got that right. But anyway, good lager, good thanks. And thanks for watching. You can find out more on Zach's stuff and his business. Petalpet.com. Petalpet.com and all the links and descriptions in bio. And as always, good thanks.