Ep. #1030 - How to Use Content to Create More Profit

00:01.90
Andrew Morgans
What’s up Hustlers! Welcome back. This is Andrew Morgans, founder of Marknology, here as today’s hosts of Startup Hustle, covering all things ecom, Amazon, Marketplaces, you name it. Today’s guest, we actually met at the sell and scale summit in Las Vegas. He popped into my booth and we just started chatting it up. I think we probably passed 30 minutes or an hour there pretty quickly just chatting about Amazon and content, and really just having a lot of fun with it. Before I introduce him and we get more into his story, I’d love to give a shout out for today’s sponsor. Today’s episode of Startup Hustle is sponsored by fullscale.io

00:38.21
Andrew Morgans
Hiring software developers is difficult. Full Scale can help you build a software team quickly and affordably and has a platform to help you manage that team. Visit fullscale.io to learn more. And today’s guest, Brad Curtis. Welcome to the show. Yeah.

00:48.89
Brad Curtis
Hey great to be here. Thanks for having me.

00:54.26
Andrew Morgans
Yeah I think it’s rare sometimes that you’re at a conference whenever you just like you know, strike up a conversation and just kind of chat it out for a bit. And kind of vibe and get a a little flow to a conversation. I thought I have to get you on the show. We started getting into your history a little bit there even in those first few minutes of meeting. And I was like wow this guy is ah I feel like I’m OG in the Amazon space at times. And I feel like you’ve been here and have been like seeing things get built out. So I would love if you would just take a few minutes like tell me about how you got into e-commerce. Tell me how you got into entrepreneurship in general. I know you do a bunch of different things. Someone’s story is kind of is everything to me, so did you start out wanting to be an entrepreneur? Wanting to be a businessman? Or is it something kind of fell into?

01:31.76
Brad Curtis
Yeah, yeah.

01:44.26
Brad Curtis
No. I started out like most people. I just want to make a living, you know that? But I came from a pretty creative background. I think you know my mom is an opera singer. My dad was a fine arts major and…

01:46.20
Andrew Morgans
Okay, okay.

02:01.24
Brad Curtis
You know they moved out to California from Iowa and kind of fell into the Silicon Valley area. And my dad just did a bunch of work with ad agencies and copywriting and all that sort of stuff. My mom was singing for the San Francisco opera and so we grew up in this kind of creative environment and…

02:20.00
Brad Curtis
I didn’t really discover creativity until high school. I kind of rebelled against the parents. You know that sometimes happens. And now I didn’t want sing or play guitar or anything like that or do anything artsy but I found out later on…

02:25.30
Andrew Morgans
David.

02:37.46
Andrew Morgans
Um, yeah.

02:38.13
Brad Curtis
I actually enjoyed those things. So have a creative background. Ah, but most of my life has really been set on the operational or the business side of of things. Um I use my creativity mostly to keep me sane you know? ah.

02:52.15
Andrew Morgans
I See the guitar behind you I see the guitar behind you looks beautiful.

02:56.80
Brad Curtis
Ah, yeah, yeah, yeah, yeah, that’s everpresent. Um, and yeah, yeah, so that’s kind of where I got started. But um I guess in the e-commerce world I owned an ad agency for earned done. Not add a creative agency primarily building identity. Ah, branding um and we worked with companies like Quaker oats and Kraft and um Intel and you know big companies like that.

03:21.89
Andrew Morgans
Okay, hold on hold on hold on hold on hold on you just went from creative but creative family to like operational to I just ran a content agency running like some major brands and you just like did that in a minute we need to dig in a little bit more to that.

03:32.60
Brad Curtis
Yeah, you and honor. Okay.

03:38.74
Andrew Morgans
So if you were like your background or your history is traditionally in operations. Um, you know I fell into an Amazon agency like I you know I built it from the ground up I don’t believe there’s a model ahead of me that did it I was kind of copying like creative or ad agency. It’s just what I had read in books not that I had worked at it or anything you know so for me to get. My agency was kind of unorthodox and I really just kind of found myself handling multiple products projects which made it feel like an agency. Um, how did you like did you work on an agency when you’re younger and see that model and be like I’m going to build 1 or like you know how did you create an agency to get to those types of brands I think that’s. That’s a life goal for some people.

04:18.36
Brad Curtis
Well I worked for a couple of ad agencies and in Silicon Valley and paalto and um and after college which I graduated in journalism and I don’t even know what journalism is anymore. But um so I worked for the couple ad agency.

04:23.49
Andrew Morgans
Um, okay.

04:35.43
Brad Curtis
And they did the most boring thing ever. It’s like let’s make wafer steppers and you know chips sound sexy right? and ah just was not a great environment for me but I needed a job. So I you know did it and I it was my first way in right? My brother who has actually a creative actually. Ran who’s senior art director at a company called sbg partners which is one of the Wpp companies and they they focus on branding right? So he left his company 1989 somewhere around there and I said on I’m I’m I’m bored.

05:10.26
Andrew Morgans
E.

05:14.45
Brad Curtis
Tears here. Let’s start our own. So so we start our own company and my job is basically bringing the bring in the the the clients and his job was to perform. So I think our first deal was gear delli chocolate.

05:24.47
Andrew Morgans
Leads.

05:33.92
Brad Curtis
Um, we actually ended up running everything visual out of that company for about 10 years um you know anything any packaging any you know in ill display ah any ads store environments all that sort of stuff we did for.

05:39.45
Andrew Morgans
Um, Wow That’s really cool.

05:52.32
Brad Curtis
Ah, gear duian they were a great client for for many years but then we expanded out into I guess we found our kind of niche into food and really natural food but worked with Quaker outs and craft and and Kensington technology as well and you know. Um, companies like that Miller breing company and then you know probably but the funnest project I ever had was marguineville with Jimmy Buffett we did all the the tequila design for his his foray into tequila and that was really it was really fun. Project. So I had a great.

06:19.89
Andrew Morgans
Um, okay.

06:30.15
Brad Curtis
Run there. Um, there was a guy named Ken Burke that came into my office about I don’t want to say ninety three ninety four I’m not really sure. Um and he had this idea of building websites on. And you know remember the old Aol thing you just drop it in and you get you know you’d have to drop into disk to get the internet well he had this thing where you buy it on the web or or think it was called that you could build ah a web store on a disk right? and you’d load in your Aol thing unload that.

06:49.79
Andrew Morgans
Minutes.

07:05.25
Brad Curtis
Put in this thing and then you could build a store. Um well that lasted about six months maybe a year and then he actually created an interface and so we started designing an interface work for him and as I talked to him more and more I was like wow this guy’s really onto something and ended up. You know.

07:24.73
Brad Curtis
Think it was 99 sold my company. Um, and yeah I did 10 years and and to see space. It was a good run in the marina in San Francisco was great. Um, but then I moved up to Petaluma where close to where I live now. Ah and ah sold.

07:27.35
Andrew Morgans
So 10 years about

07:43.91
Brad Curtis
Market live which was this company that I went to work with we quickly grow to about 250 people was really one of the first ecommerce platforms out there. Um, and Ken Burs so what we did. Ah it was a.

07:53.30
Andrew Morgans
Um, what did it do? What did it do at that time.

08:01.29
Brad Curtis
Ecommerce platform where you could build. You know your stores environments had a shop whole thing and so we would.

08:02.30
Andrew Morgans
Okay, okay, okay so market live was that was interface that you could build websites maybe like the first shopifyish type of thing.

08:13.80
Brad Curtis
Low in blue martini broad vision. Those things aren’t even names anymore. But those were who we kind of ah atg those were kind of who we went up against um, ah, it’s now called Kebo Commerce it was rolled into ah another company called Kebo. And that sold that in 2016 ah market life was sold out. Um, but it was great run and we like we just cleaned up on catalogers who had pickpack and ship and really understood the direct you know the direct model but um you know didn’t really understand the. The internet you know and they could take a couple orders here and there via email. But when we could show them what we could do in the store they were like whoa and so we went from like 1% of ah of our yeah ours excuse me when I was talking to many of these customers are like well 1% of our businesses on the you know is. On the internet then it turned to 5% 10% 20% I mean it’s like these catalog companies just blew up sundance and ah ah, kind of and blanking but hsn you know, big direct companies. Um. Ah, urban outfitters was one of them. You know anthropology companies like that there are shipping catalogs out and just spending a ton of money shipping catalogs out. Yeah.

09:33.34
Andrew Morgans
In print did you know I don’t know if we had this. We had this conversation but I’ve been in the amazon space eleven years One of the first companies I worked at was a toy company that was like very successful in catalog and I was essentially hired like my.

09:41.84
Brad Curtis
Yeah, yeah. Yeah.

09:52.66
Andrew Morgans
To take them into like ecommerce. You know, essentially and try to make that transition So have some experience just like they were spending so much money on print and you know the creative team was designing for print and you know it just had to be a huge change in culture to essentially get them to start creating. You know, not just for like.

09:53.33
Brad Curtis
Oh that is the same thing. Yeah.

10:11.14
Andrew Morgans
This little area of a magazine but like I need a 7 image suite like let’s sell some product on Amazon you know, let’s ah, write your ecom and really changing the way they thought and were paying to do things is what was happening. We were paying several dollars the magazine right? like the costs get high and um plus all the time to put into it and then you’re just getting a direct search and your.

10:14.68
Brad Curtis
Yeah.

10:28.91
Brad Curtis
Yeah, yeah.

10:31.30
Andrew Morgans
And Google or whatever right? They’re just coming in and typing in the brand name and doing a direct brand search. So it’s like you’re paying a ton to get to get some brand awareness you know and so it’s like our e-commerce showed sales but it wasn’t really sales at least at that time because what it’s really doing is it was just like they’re getting the catalog there going to the web. Searching the product and buying it. Um, just kind of cannibalizing. It was really difficult honestly, um to make that transition. So I hear what you’re saying in regards to working directly with catalog they understood it but it was like easier said than done.

10:59.91
Brad Curtis
Yeah, yeah, yeah, it’s kind of funny that a direct mail is actually coming back and a bit because it is a branding mechanism here of handling all the channels and kind of just working building a brand via multiple.

11:10.89
Andrew Morgans
Um I love it I Love getting mail. So.

11:19.73
Brad Curtis
Um, ah touch points is is yeah a great idea and you know I think a lot of people cut through away those catalogs and went directly to the web hey we’ll do it all. But then they realize like if they’re using Amazon as their primary source of the shopping cart basically is what they’d be using Amazon for it that. In your scenario. Um, then they’re losing all their branding right? Yeah um, ah if they stop mailing that catalog. So um I think a lot of people are are doing things like that now direct mail cards or catalogs are are kind of coming back. Um.

11:56.69
Brad Curtis
Yeah, that’s that’s 1 thing you can do on Amazon but but most of the stores I was working with were building direct. Um, you know on their own platform and then and then would look at other channels like Amazon ebay etc beyond that.

12:09.95
Andrew Morgans
Totally and we we were too at that time I was an e-commerce manager so the websites were my primary like they were definitely my primary focus and then um, you know Amazon and ebay were growing channels but we were like at the when we were dealing with the catalog. It was very much catalog website and like you know, just.

12:16.15
Brad Curtis
Um.

12:27.65
Andrew Morgans
Trying to try to draw a straight line to like Roi an ah roi knowing that you’re paying for this in print and then you’ve got retargeting and how many times are we eating on that before we get a sale you know or how many times we paying for that sale. Um, attribution was difficult you know, but I get it in it.

12:31.90
Brad Curtis
Um, yeah.

12:41.17
Brad Curtis
And then you’re layering on email campaign management and you know all that stuff too as so yeah.

12:48.80
Andrew Morgans
Yep, when where where are you attributing it to right? is it The catalog like direct mail is it retargeting is it email marketing is it at your affiliate marketing back in the day wasn’t it seamless when you were doing. Print to mix it in what that real attribution was like because it was just a high cost on the print side. Okay, so back to back to focus. Okay, so you’re crushing it. You guys were crushing it with um these catalog companies getting them up getting them online. You know helping them brand as Well. Um.

13:02.85
Brad Curtis
You know? Absolutely yeah so.

13:21.56
Andrew Morgans
You know another presence. Oh it can look them up online and this was novel at the time.

13:27.44
Brad Curtis
Yeah, well in in 2001 2 3 yeah super novel. Um, and yet we were just landing a ton of business. Obviously it got it got a little crowded there with other folks jumping in but you know we did. We did ah a good bound of business. I did that till about 10007 and then I went to work for the company called Magenta which I ran global sales for for Magento as they their first iterate and that yeah yeah, that was an interesting run where we we? ah.

13:53.49
Andrew Morgans
Um, okay, which we chat about that.

14:02.85
Brad Curtis
We built that out and actually sold it to ebay. So um, that was just a couple of years and ah then I started I came to id in about 2012 so I’ve been here evers.

14:15.76
Andrew Morgans
Okay, okay, and we’ll talk about his id but a little bit of fun with Magento the catalog company I was at we upgraded to magento enterprise and I was using the m two e pro ebay extension.

14:31.38
Brad Curtis
Yeah.

14:33.68
Andrew Morgans
Okay, which could use Amazon and ebay I think at the time and was like basically pushing out the catalog in the early days from ah you know as a shopify plugin really like at the time you know it was just archaic I mean these things were like archaic now revolutionary at the time.

14:44.37
Brad Curtis
Yeah, yeah, yeah, yeah, well and the Magento app marketplace was actually like the the first first platform to actually do that. Um.

14:53.40
Andrew Morgans
Right? And ah.

15:00.75
Brad Curtis
And build out. Yeah and a lot a lot of the lot of the apps in that marketplace had no business being in the marketplace there. There was a lot of lot of you know stuff that didn’t really quite work right? But ah it was in early days and you know companies like avallera were great big partners.

15:00.77
Andrew Morgans
Um, yeah I remember wrapping my head around it like.

15:10.94
Andrew Morgans
Um, yeah.

15:20.50
Brad Curtis
Ours and they’ve blown it up right? You know, um you know? Ah, but that Marketplace became a very good. Um, really the main. Ah, the main driver of that business.

15:33.21
Andrew Morgans
Yeah I remember going to several like magento meetups networking events even in Kansas City and just being like I was trying to learn everything about e-commerce that I could and we had just like brought on Magento and I was like you know. What is like just trying to learn really at a high level fast as fast as I could um and it was just still like it was still a lot at best size we had 4 brands of 4 different companies. Um managing all of the data. You know we really had 1 or 2 people doing a lot of work. Ah back in those days. It was fun.

15:51.20
Brad Curtis
Yeah, yeah.

16:02.49
Brad Curtis
Yeah.

16:07.22
Andrew Morgans
Okay, so 2012 isiddia um I’ve definitely heard ofzidia before we’ve met like you know you’ve seen azidia out in in the marketplace a long time talk to me about you know, joining them and and like you know what you guys do there for anyone that doesn’t know.

16:20.73
Brad Curtis
So Yeah I came on as the founding sales guy and 2012 and and with a couple other guys and and we our purpose was really my background has been so much on the platform side. And when we ever launched these sites like we’d get launch a athletic site or you know, whatever it might be. You know say new Athletic site. It would always come down to Okay, we built this great vessel now where’s the content right.

16:56.59
Andrew Morgans
Way in a minute.

16:57.10
Brad Curtis
And so the last kind of minute the last minute stuff was always like okay, let’s just pour this is product data don’t just put it pour it in there. You get it and that’s no way to really build the brand or you know a good customer experience. So that’s what our focus on we we are experts in in item setup. And ah getting all your you know, assets together and launching a product and not only just a product but a product at scales. So typically we’re working with big retailers like Cbs lows Walmart Amazon is my biggest customer. Um. And what we do is work directly with these big retailers to actually optimize their content get products set up for their either vendors or or directly with them. Um, and then make sure that they’re optimized for sales right? So that search traffic can. Can drive you there to those pages. Um, but then when you land on those pages. There’s an engaging experience there that actually helps you with sell through right.

18:04.15
Andrew Morgans
Traffic and conversion right? and I think that’s fine. Nice like in our world. It’s like eyeballs and then selling right? Um and whatever that looks like you’re selling on. We know Amazon has one of the highest conversion rates of any of the platforms because they really have invented the two-day shipping and.

18:09.51
Brad Curtis
No.

18:20.33
Andrew Morgans
It made it where we didn’t have to second guys if we were getting the items we didn’t have to like if they didn’t show up they would refund us back in the day like Amazon really bought trust and that’s why I think why their conversion rates so high is that trust factor. But you’re so right like Markinology has essentially been built. We turn 8 um to improve the catalog. Like and we help ah vendors operationally run an Amazon business and things like that. But it’s it’s really improving the catalog with content pushing the limits on storytelling like I would love to I’ll have to show you some of our work after this just so you can kind of see what we’re doing. We talked about it at the booth. But um.

18:52.10
Brad Curtis
Yeah.

18:56.79
Andrew Morgans
You know the team’s really pushing the limits of what’s possible on Amazon but that that same thing could be done if someone obsessed about Walmart or someone obsessed about you know ebay or someone obsessed about chewy.com. There’s always going to be another layer of how can I take what’s kind of automated and what’s standard. You know as far as like getting product up just like everyone else and then how can I take that to the next level. Um, so is is idia really is that as it a p m like you know what? how would you guys? classify.

19:18.50
Brad Curtis
Yeah, and that so people could confuse us with a Pim. We’re really a content development platform. We partner you know I have partnerships with sydigo salsify. Um.

19:27.66
Andrew Morgans
Um, okay.

19:36.94
Brad Curtis
Ah, river sand you know we’re really pim agnostic. So ah yeah, our goal is to get the data out of the Pim enrich it any way we can or you know and either put it back in the bin or launch it to the website just depends workflows really customized depending on what the. And customer wants. Um and primarily I think the pim world is really focused on getting manufacture content content getting all that data on those assets together. But they’re not about your storytelling right.

20:09.89
Andrew Morgans
Um, yeah, yes.

20:14.67
Brad Curtis
So if I’m launching manufacture if I’m Procter and gamble and I’m launching manufacturer content to 200 websites that’s duplicate content going everywhere now if I want to I want to take my top 5 You know top 5 sites.

20:25.36
Andrew Morgans
Are.

20:32.20
Brad Curtis
And I want to maybe adjust the content a little bit for those websites try different campaigns you know, ah different types of storytelling but reach different markets. Um, then you need to adjust the content and that’s that’s what we so we build content strategy that’s like number 1

20:44.33
Andrew Morgans
Yet.

20:51.15
Brad Curtis
Content seo strategy and then we are one of the rare companies that actually activate against it. So we’ll actually build the content at scale and I’m talking like for Walmart we’re doing 20000 products a month for Walmart for about 8 years we were doing that. Um, yeah, yeah.

21:07.81
Andrew Morgans
Um, that’s insane. That’s insane.

21:09.80
Brad Curtis
And so um, you know and we’re we’re doing that primarily through an application we have ah called crew machine which is a um crowdsource crowdsource management platform. So I have about 35000 people around the world that work in this platform that just pick up tasks and. You know we manage it all. We’re responsible for all the the the final output. Ah the quality controls all that sort of stuff comes through us directly. So no one ever has to deal with the crowd. We’re managing that ourselves. But.

21:45.42
Andrew Morgans
That’s crazy. That’s that’s quite defeat.

21:47.40
Brad Curtis
Yeah, allows us to do a lot of really cool things with data. Not only just with content but with data annotation and and and things like that.

21:57.58
Andrew Morgans
Well I love that I want I have some more questions for us. But before I jump in um, finding expert software developers doesn’t have to be difficult, especially when you visit fullscale io we can build a software team quickly and affordably use the full scale platform to define your technical needs. And then see what available developers testers and leaders are ready to join your team visit fullskile io to learn more. You know I read articles about Amazon being a pretty bad place to build brands. Um, you know we’re talking about content. We’re talking about branding I think that’s how we had our original conversation. Um.

22:27.16
Brad Curtis
Yeah.

22:30.80
Andrew Morgans
Think a lot of our aggregators would argue about this. You know my booth I had like a pretty aggressive comment up there about like you know, not going cheap on your content. Um, you know what’s your opinion on you know that our title for today is is actually how to use content to create more profit. So talking about building a brand on Amazon isn’t a good place for that. You know how to use content to really bring out the storytelling elements of your brand make you stand out in a world. That’s like you know it’s all about. Where can I get it cheapest and you know I think we’re trying to change from that a little bit going back to talking about not just quick and fast but like talk about the quality of things and the story behind them and it’s something I’ve definitely been pushing the envelope with my team for a long time and um I would love to just hear your opinion on that like. I know it’s it’s not the best place to to build a brand meaning Amazon but I think that’s just because people aren’t doing it right? I do think it is a great place to build a brand you just just the majority of people are not um, you know, give me your give me your thoughts on that kind of just today’s today’s market we’re in at the end of 2022 but 2023 and beyond.

23:29.54
Brad Curtis
Yeah.

23:36.60
Andrew Morgans
Um, more marketplaces than everchewy.com and instacart and all these you know marketplaces come up for all different things. Um are these good places to build brands. Still you know.

23:47.84
Brad Curtis
Yeah I think ah I think what happened when the aggregators came out and started it really raised a lot of money about hey we’re building these big brands on Amazon and and that I think there was a big mistake there and in in. And the fact that I don’t think Amazon is ah a good place to build brand at all I think it’s a channel that you use. It’s a great shopping cart. Basically right? um, you can do certain amount of things you you can tell a certain amount of your story but it’s pretty much templated to whatever amazon will’ll let you do with their a plus content or you know.

24:14.00
Andrew Morgans
Um, you want.

24:23.43
Brad Curtis
Ah, in the product description page. Ah you know and then all the other stuff that Amazon controls like you know access to the customer data. You know all that sort of thing. Oh I think it’s ah it’s a channel I think if you really want to build a brand you need to you know it’s got to be Tiktok and Facebook and you know all the social stuff.

24:34.12
Andrew Morgans
Yep.

24:43.17
Brad Curtis
Um, ah wrapped around using you know, driving traffic to Amazon or Ebay or whatever you want it to do um but that is basically thinking of Amazon as that shopping cart cart which is fantastic. You know once you land somebody on.

24:47.18
Andrew Morgans
Um.

24:56.20
Andrew Morgans
Yeah, the conversion rates are insane. It’s worth it right? It’s worth it.

25:01.82
Brad Curtis
Um, but if you really want to build a brand like ah you know like an allbirds or I’ll just use like toms or Canyon bikes. You know I’m a mountain Biker So to think of them you know, building your website initially on on a shopify or something like that magento I Guess whatever you want to use.

25:18.21
Andrew Morgans
10

25:19.64
Brad Curtis
Um, ah and then you know using those different channels you know, ah you you can’t ignore Amazon that’s a great way to to sell product. But if you want to build a brand I think you have to all that storytelling has to be done really outside of Amazon or.

25:36.77
Andrew Morgans
Um, it’s like it’s like like I’ll make an analogy here just because I like to think about business and like in dating relationships like examples. Okay, but it’s like you know it’s like using Amazon to.

25:37.81
Brad Curtis
And it has been done. Well so.

25:51.31
Andrew Morgans
Meet the girl at the bar or have that first conversation but it’s loud. You’re probably not getting to like really share that much with each other. You know you’re in like you’re in a bar you’re in a club you meet. It’s a place to get you know customer acquisition basically is how I think about it. Amazon in a lot of ways like you can meet briefly. But if you really want to tell the story of your products and who you are and what you’re doing and ask questions about your customer to your customer which is like with followups and what how did you hear about us and you know would you share us with a friend and all those interactions that you’re going to have.

26:10.91
Brad Curtis
For.

26:22.53
Andrew Morgans
Like date 2 date 3 day four day 5 let’s say that’s us way easier off Amazon right? or off these channels where it’s like you’re trying to get them with the product and start to join your email list where you can continue to talk to them or you’re trying to um you know, get them to join social by tagging you and stuff so that you can continue to engage with them.

26:23.54
Brad Curtis
Yeah, yeah.

26:42.30
Andrew Morgans
Um, you know it is a way to get new customers but to nurture with the relationship you need to be able to sit down at a dinner and talk and like you know and I think that’s where like on your website you can have video and you can just have all these things kind of just like nurturing because there’s different areas right? There’s acquisition. And there’s nurturing and retention. Um, you know you have all these different aspects of a good healthy ecommerce brand. Um, and Amazon is kind of missing some of that as an example.

27:10.45
Brad Curtis
Absolutely purposefully right? They’re missing it purposely they want they want to own all that um the you know? um yeah I just think you know I’ve worked with him like I worked with perch and you know everyone there was from Bain capital.

27:19.95
Andrew Morgans
Thank you.

27:26.84
Brad Curtis
That they have no idea about how to really run a brand I think they are now scrambling like all these companies are scrambling to like hey let’s get some brand people in here you know does I Understand how to do some of this stuff and ah so that that world is changing pretty drasticallyically drastically pretty fast.

27:37.35
Andrew Morgans
Um.

27:45.32
Brad Curtis
And the ones that have money still to do it can pivot and actually do that some of those are you know, moving along you know, but ah ah yeah it’s just yeah, it’s the other thing about the whole thing is risk like if Amazon decides.

27:51.44
Andrew Morgans
Yeah, yeah.

28:02.30
Brad Curtis
You know we don’t like these products or shut you down for some reason then you’ve got all your eggs in 1 basket and you don’t have any brand that you can actually you know make that pivot and go somewhere else right? with that brand that people recognize that that that story that you’re telling you know, not just it’s just doesn’t have to be I’m telling the story on my.

28:19.92
Andrew Morgans
Riot.

28:22.50
Brad Curtis
My other website or functional or you know when these other channels are in store you know.

28:26.75
Andrew Morgans
I put we push brands all the time you know it’s a good thing to see like let’s say you’re running branded ads and what I mean by branded ads is like you know you’re um. Your marknology and someone’s coming to the search bar at Amazon and typing in marnology clicking one of my ads or clicking one of my products and buying it. So. It’s good to have like you know top of funnel awareness you know that people are searching your brand you’re doing something right? They’re hearing about you. They’re remembering you. They saw you in a Facebook ad they saw you somewhere they’re coming in and searching for you and buying.

28:53.43
Brad Curtis
Um, yeah.

28:56.79
Andrew Morgans
That’s a good thing in some ways because it means you’re doing some stuff right at the same time There’s so many already well-known brands that sell like retail brands that sell on Amazon that essentially are just capturing sales that they have already gotten in the back people are already looking for them. Lot of advertisers just like run these great. You know these great campaigns these great ah roi campaigns and all they’re doing is capitalizing on top of like that brand search right? They’re not actually going and getting new customers on Amazon which I think is a per point of of the platform. Um, you’re making it easy for them to buy. They trust you.

29:19.27
Brad Curtis
9

29:25.78
Brad Curtis
Yeah.

29:31.27
Andrew Morgans
They’ve got prime. They know that they’re guaranteed to get the product back or get refunded if something goes wrong. They have the ability to review you, you’re not going to be able to take three weeks to send them that bandee like it’s trust trust trust then you get new customers essentially try your brand and try your product and then you hope to get them in the full. Like whatever that looks like right and that could be subscribed and saves you’t to pay again that could be get them on the website upsell them on on ecom. Um, but so many retail brands are essentially just benefiting from that top of funnel and if they have agencies running it for them. Those agencies aren’t even doing it right.

30:03.40
Brad Curtis
Well.

30:05.14
Andrew Morgans
And really, what I mean by like you’re talking about profit is like in my opinion if your’re listening lacks proper seo and proper storytelling content which would convince a new customer. That’s never heard of you to buy then you’re really all you’re doing is giving away tons of margin and tons of profit by being on Amazon but if you’re on Amazon. Where your your goal is to go get new customers new customer acquisition new to brand by having keywords in they the matter having content that says like this is why you buy a product and why it’s going to be amazing when you have it, you’re going to love it. It’s going to make your life better like all these like convincing type of content versus like I’m Lulu lemon. Lifestyle pictures 6 lifestyle pictures of girls and leggings ah wearing at 7 different angles like that’s not going to convince a new customer. That’s only going to convince someone that dark knows a bluelu lemon. That’s there to buy it. So I know it took like couple minutes to get that out but does that make sense like I think that’s where people are really missing it.

30:59.90
Brad Curtis
Um, know was totally totally get you. Ah and you know Amazon’s a market where like Lulu Lemon could be doing that and then you know they they compare you to 5 or 6 other brands that that that you have an opportunity to actually pull that.

31:11.75
Andrew Morgans
Oh.

31:15.80
Brad Curtis
If you do a better job of it. You can actually pull that customer away from Lou Lemon right because especially in I I saw some data recently that in this you know market with inflation people are coming to buy these items but they’re using the you know the the alternate you know alternate um or options. Ah, to you maybe go down you know and they might go downgrade hey lets you know, let’s table a bottom. Yeah, and um, if you do a better job of telling your story and create you know in the storytelling we always talk about this like it’s emotional connection. Whatever you can create that emotional connection with your.

31:38.25
Andrew Morgans
Save save a little bit of money.

31:51.66
Andrew Morgans
Um, see me.

31:53.58
Brad Curtis
Customer and Amazon is not the greatest place to do it. But if you can tell that story better than the other guy you can win.

31:58.15
Andrew Morgans
Um, well I do have I did just release ah an orange click ah speaking session on creating an emotional connection on Amazon giving people some tips on it’s not always being the best. It doesn’t have to be the best channel to be the channel to do that. But you very much.

32:05.10
Brad Curtis
Um, yeah.

32:15.15
Andrew Morgans
Still can um and it just comes down to a lot of the people the operators that have figured out in my opinion these Marketplaces Ecom they’re technical. They’re operators. They’re the first they’re the first to the field.

32:21.90
Brad Curtis
Um, yeah.

32:27.39
Andrew Morgans
And so you know they they’re figuring out data files and how to you know deploy content and how to reprice at scale and how to like you know, be on 200 different websites and that’s really the thinkers that have pioneered ecommerce. Um, but it’s the storytellers that sell and so as everything gets more challenging as catalogs have all been up.

32:31.52
Brad Curtis
And um.

32:43.66
Brad Curtis
Yep.

32:47.80
Andrew Morgans
Loaded to Amazon is like you know more and more of the products and parts and parts and things that we see in the marketplace are now on these marketplaces and it’s not just first a market that’s getting it sales. It’s actually who is storytelling well who’s doing content. Well um, and the content comes back to me to trust. So you know, essentially like imagine if you are like selling and someone has lulu lemon and they’re not. They’re notating but they’re there and they’re like buy my leggings and then you have a vendor here. Ah ah, also cool and trendy store. Okay, and they’re saying like look I know that I’m $50 less than lulu lemon. But I’m using the same manufacturer I’ve got the same quality of materials like it’s you know $50 less look at all these other like famous people wearing my stuff these influencers like you know and this is like I make these ah right here in Kansas City ah you know I’m making stuff up but essentially like if they’re saying it right there and they’re able to say all those things to that customer that standing in front of Lulu Li and saying nothing or come over to me and I say all these things you know it’s not that hard to believe that that person’s saying like I’ll take a chance with these leggings. You know they’re $50 less I met them I met the owner.

33:39.42
Brad Curtis
Yeah, yeah.

33:51.40
Brad Curtis
Um, yeah, absolutely.

33:58.49
Andrew Morgans
Ah, they make them right here in Kansas City I love that they have this camo color that Lulu Leman doesn’t have like you know whatever the case might be um, that’s that engagement that’s that effort that the small brands are taking in my opinion and Apparel is really the worst one of the worst categori of so we’re using them as an example, but um. You know supplements all these other things. It’s not that hard to believe that this person this person with salesmanship with you know storytelling which is essentially there is going to beat the person that just uploaded 7 photos and is is relying on their brand name. You know to to get it. It will slight it will decrease over time. So. Um, that’s why I’ve been pushing the content message and the storytelling message which I know you’re on board with um is just because I’ve been stealing market share for years from the Nabiscos and the chips ahoy and all these like you know these big brands that are essentially not putting in the effort to do that on each marketplace because there’s um.

34:36.27
Brad Curtis
Yeah, yeah.

34:49.40
Brad Curtis
Yeah, they were a brand right? and and they’re allowing you to come in and you know pull from that I think the thing you missed that is like then you have to authentic.

34:52.31
Andrew Morgans
You know, right.

35:03.73
Brad Curtis
It has to the authenticity is is super important and then you have to deliver on what you’ve promised on online so when that person that is where you build the brand and that person you’ve just told the story to gets that package and you know all the it’s got. It’s a rich experience. They open it up and it’s you know like I have Apple box right? It’s a great experience.

35:09.34
Andrew Morgans
Yep yep.

35:18.51
Andrew Morgans
Um, actually deliver.

35:23.41
Brad Curtis
They put them on oh guest everything that you know they promise me is is is real. That’s when you film that’s at with no good. Yeah.

35:27.57
Andrew Morgans
Then that’s what Amazon does in my opinion like that’s what Amazon does first like best so you can do that on your website but when you launch a brand on Amazon or you’re building a brand on Amazon you are getting the trust of Amazon which at the beginning of ecommerce I think was super super important like people just didn’t. A million websites and people would order stuff and never get it and it would take too long and you know Amazon’s building that trust and I think I think we we’re in the trust business and that’s what the difference in like great content and great storytelling does is it builds. Trust you still have to deliver and that’s where that final piece is like you know like you’re saying but Amazon will crush. You.

35:49.56
Brad Curtis
Yeah.

36:07.50
Brad Curtis
Yeah, yeah.

36:07.31
Andrew Morgans
If you’re selling a bad product like that’s part of the trust that’s built in is like actually I’m gonna go to my peers read these reviews, especially after they they got rid of the gamification of the reviews and some of that stuff. It’s really really cleaned up in my opinion. Um, it’s really really hard to have a bunch of fake positive reviews on Amazon that aren’t real.

36:17.92
Brad Curtis
Knock.

36:27.29
Andrew Morgans
Like you know so the end of the day. It’s almost assumed your product has to deliver on what you’re saying or they’ll roast you. So no, fisherman’s stories anymore. Take a picture and measure it I want to see it. You know it’s like um and that’s why user generated content. We come back to content. We come back to profit the title of the episode is like.

36:32.70
Brad Curtis
Yeah, yeah, great. Great.

36:47.10
Andrew Morgans
I think that’s why user-generatd content from an Iphone and Tiktok and all of these things are are taking the world by storm sales by storm ecom by storm is because it becomes very hard to fake ah at home filmed iphone review of a product. Or you know an iphone um you know interaction video on Tiktok or an explainer video on Tiktok. It’s that easy. Let me show you I’m unboxing. It. This is what you should expect your expectations are in line. It gets rid of all of that just like the world. We’ve been living in where we’ve been marketed to with like a bunch of marketing that we don’t believe in anymore.

37:16.50
Brad Curtis
Yeah, yeah.

37:23.63
Brad Curtis
I.

37:25.44
Andrew Morgans
And I think the user-generated content piece that storytelling piece is bringing it back to the people essentially to choose like what products they like and what they want to buy and the quality and why they’re buying it and um, we’re talking about Amazon because that’s my world. But really whether that’s Tiktok or ecom or wherever people are engaging with your brand. Um, even if you have a retail store. You know you’re using content and storytelling online to drive people in or you should be or you know whatever that is wherever people are going to interact on your website. Get do I want to go there for dinner. What’s the vibes. You know do I need reservations like is it intimate. What’s the store you’re sharing online for your. Your retail store you know or whatever or your restaurant. Um, and that stuff gets me exciting because I love storytelling I think the the difficulty has just been I saw Amazon um, as as I worked early with Adidas and saw amazing content from Adidas. And that’s what had me hooked with like I’m trying to get good content ever since then was like I want nothing less I saw the results of good content and I want to try to figure out how to do that over and over how does like you.

38:20.73
Brad Curtis
Yeah, yeah.

38:30.23
Brad Curtis
Um, very good, Very good.

38:32.59
Andrew Morgans
Yeah I can get I can get caught up because I’m very passionate about this kind of like this topic I think I think people don’t really get it. But it’s like it’s nuanced and it’s you know it’s detail but it’s really just thinking critically like do I feel any kind of emotion looking at this image and if not, you’re missing the mark.

38:36.69
Brad Curtis
Um.

38:49.46
Brad Curtis
Yeah, yeah I think one the I can’t remember who said it. But um, when the early storyteller ad agency guys said branding is a promise like you’re building a promise and soon as you don’t deliver on that promise.

38:51.96
Andrew Morgans
You know.

39:05.13
Brad Curtis
Whether wherever it might be your brand is done right? So you’ve seen you know all kinds of stories of of companies. New coke you know, but just they make a change. Don’t consider their consumer at all and you know everything goes to hell right um. Ah, so you know examples. There’s a million examples like that in business school right? But ah you know it’ it words telling the same thing we told when you know in my agency days when we built girielli it was all about telling the story about the of the did domitico family that you know. Been here since’s eighteen forty nine and you know I’ve done x y and z and they’ve you know created this chocolate company and they use the best ingredients and all this stuff. It’s a story that you’re telling and people come to San Francisco and they typically leave with a box of gurielli chocolate. Ah they buy at the airport right? So um.

39:54.27
Andrew Morgans
Um, yeah.

40:00.19
Brad Curtis
Ah, you know that’s it’s the oldest game in the book. Um, but it has to be done authentically and ah you have to know how to do it in all these channels right.

40:10.74
Andrew Morgans
Yeah I I agree and I think I think just to add to that? Um, you know I got a final question for you but just to add to that I would say like there’s this blend at least on Amazon with the different elements. You’re allowed to create within the confines like they plus page and the storefronts and like just how creative can you get. 1 is to get creators that are natural to Amazon not just creators that come and do a page for you because they’re a great desire and they come and get hired to do a project but ones that understand Amazon and are getting better at Amazon obsessing about the Amazon is completely different and then um, the other one would be that bland of.

40:39.41
Brad Curtis
Yeah, yeah.

40:46.86
Andrew Morgans
The brand story as a whole who are we but then that second part which just comes down to the selling part my opinion which is how to make the customer the he wrote the potential customer the story of that customer buying the product and what they’re going to get. This stress is going to make you look amazing. It’s going to fit you. It’s one size fits all it’s like you know it’s elegant. It’s um, you know it’s going to be affordable and help you save money. Whatever we’re doing to make that product make the customer the hero of that product so you have like the overall. You know word jared delli chocolate where we’ve been around for 200 years like this is who we are but then also this is who you are would you buy our product and that’s a story to be told to um and I yep.

41:24.31
Brad Curtis
That exactly and that’s the emotional connection right? that you want to put that person into that story.

41:34.11
Andrew Morgans
Exactly and I think that’s the magic and it’s like you know this is something that’s been as old as time but it’s about who’s paying attention to what channel and you know who’s getting who’s getting good at that within that channel and whether that’s Walmart or chewy or instacart or you know wherever they all have nuance.

41:49.62
Brad Curtis
Yeah.

41:51.66
Andrew Morgans
And um I get excited talking about it because it’s like if you’re an ecom business relying on your ecom or trying to get better. There’s so much opportunity I’m someone that just like professional curiosity is up charts like I just I Just love this stuff I obsess about new stuff when I find some I haven’t learned I Just really dig in I get excited about it and I’m still there. Um.

42:08.86
Brad Curtis
Yeah.

42:11.71
Andrew Morgans
I’m still like enjoying it and so you know whenever you get your first listing on Amazon is converting it 44% or something because you nailed that story like it’s intoxicating and it’s like you know everyone everyone that comes to San Francisco buys one out of 2 buys chocolate.

42:17.60
Brad Curtis
Um, yeah, yeah, little.

42:27.66
Andrew Morgans
You know type of thing basically and you’re just like that’s incredible. That’s insane. You nailed it. You know? So um, tell me about like just we’re you know we’re wrapping up on time but like I could pick your brain all day and chat about this because it’s it’s very rare in our space to be talking content so you know so deeply but in like just that. What’s really needed. It’s simple, but it’s like what’s needed. Um, what is something like who what 2 questions one who is is id like really a fit for like a what size because you know you obviously mentioned some of the heavy hitters like Walmart and Amazon in Twenty Thousand a month and all that kind of stuff. But. Talk to me just aboutidia and um, you know how I can help brands that are maybe like founders that are listening to my channel and then like what’s something you guys are working on right now as a team you guys are excited about.

43:11.90
Brad Curtis
Um, so yeah, it’s ah so we I’d say we midmarket to upper midmarket kind of customers. So we’d go down to you know companies like ah acme tools would be. You know they have like 40 retail locations but they also sell online. Um.

43:18.82
Andrew Morgans
Um, okay.

43:29.66
Brad Curtis
Ah, you know they have some sophistication and multiple channels. Um, what we’re really good at is is that next generation of content has to go to beyond the pim and be ah customized for those different channels. So if I’m selling like I’m selling.

43:45.10
Andrew Morgans
Custom. Yep.

43:48.81
Brad Curtis
On Walmart Rebay and Amazon I need to have different strategies for those different channels and we all know that they all have different formats and standards and all that stuff but I can also start targeting different types of folks or adjusting that content. So it’s not dubclid on all those different platforms and I can maximize.

44:09.15
Andrew Morgans
Hundred percent and this is honestly why I stayed away from all those softwares for so long as someone that was like doing it myself I knew that that extra 20% difference between channels or whatever was the difference in going viral or not right. It was like those tweaks and so it was like no I want to keep my hands on the feed files. Don’t just want to let you know a brand I’m like no, you can’t just push content with these feed files like we need to be careful. We need to be like deliberate and we need to make sure all the data is correct and like you know it just back then when it first came out. It was like it was just this automation of pushing content to a platform. And when you’re someone that can tweak it down to 1 listing because you’re getting hired for 1 listing to make it amazing instead of to do 10000 listings at scale and you know that the focus on one is the difference in being a top seller or not it really resist I really really resisted um you know any kind of partners like.

45:05.83
Andrew Morgans
Ah, you know a feedvisor like you know and I don’t know I’m trying to think of some of them that come to mind not tech ofmetrics. But yeah, most of the pins like you know and so like that’s super interesting I just haven’t really heard it I’ve seen his video in the market but I just haven’t heard it explain that simply like that. It’s like it’s it’s a.

45:09.80
Brad Curtis
Well most of the students. Yeah, most of the families.

45:23.74
Andrew Morgans
It’s a tool to help you customize per Marketplace and I know that sounds simple but um, huge need that I have yet to hear of.

45:30.40
Brad Curtis
Written yeah and it’s it’s it’s it’s it’s a difficult thing and I think content is really the hardest part. Ah, it’s kind of the hardest last piece of this whole ecosystem that um, that people have not been able to programmatically just take care of it right. There’s all kinds of there’s all kinds of companies they’re trying to do Ai content and things like that. But it’s just not there yet at all and it won’t tell your story. Um, ah so yeah.

45:48.62
Andrew Morgans
Um, yet.

45:53.96
Andrew Morgans
No an American customer is is is spoiled like let’s be honest like I don’t mean that like any type of way but the American customer is like we get the best marketing we get the best advertising we have the most.

46:01.25
Brad Curtis
Um, no.

46:11.20
Andrew Morgans
Per capitas as like you know Citizens spend like you know so we spend more than all these other countries like the marketing is just way more sophisticated. We’re used to seeing movies like avatar and lord of the rings and like you know high- budget commercials and ads and like you know stuffs that were kind of spoiled. So.

46:19.26
Brad Curtis
Yeah.

46:29.16
Andrew Morgans
And some ways like that’s why the user-generated content. That’s super amateur is like doing well because we’re like ah I’m not being oversold at the other end. It’s like this isn’t just like a German marketplace where you list the product for example and you’re very factual about what.

46:33.87
Brad Curtis
Yeah, so.

46:43.80
Andrew Morgans
Comes in the contents and like you know what it is and I use them as an example because that’s just like as someone selling on that marketplace. It’s like it’s completely different this one’s like fluffy and emotional and like sell to me, let me feel something I want to feel something but in Germany it’s like no hit me with the facts you know and so. It’s really hard to I think to have Ai or other cultures. A lot of v as those types of teams and create content for for you know the us the us market. Um, what do you say? programmatically like that’s what I’m just trying to say like just at scale like it still requires just that.

47:05.68
Brad Curtis
Um.

47:12.26
Brad Curtis
Yeah.

47:18.71
Andrew Morgans
That human element I feel like to to really do it right.

47:20.17
Brad Curtis
Yeah, so our our crew machine is able to to do and we do some stuff programmatically and use some that Ai ai tool stuff. But there’s a human we put humans on everything that we you know that we push out the door and that human also has to be in in market like if i.

47:31.96
Andrew Morgans
Touch.

47:39.80
Brad Curtis
You know, frankly, if I if I you know use a team in the Philippines and they build content for the Usa a lot of times they can do a really great job but many times you know so there’s this word here or misspelling or something that gives that customer a clue that this content’s a little off. Like some? Yeah yeah, so yeah.

47:58.45
Andrew Morgans
You’ve lost Trust you’ve lost Trust it’s like a red flag and a date like you know, kind of thing. Um I think it matters like you know it’s just something that I’ve been studying for years to try to get right and like as someone that uses offshore teams like my team is international at margnology It’s been finding the right cultures the right teams right? designers the right fit to say you know whoever’s designing for this It’s like authenticity like don’t tell me about you know smoking weed if you’ve never smoked weed like you know don’t tell me about being at of concert like you know. Don’t tell me you hate country music and but you’ve never been to a country concert and seeing the vibes and the energy of people just like singing along and it’s a good energy whether you like the music or not like you know so that’s kind of how I feel also about the content you’re creating is like if you’ve got a team made up of no one that’s like experienced and no one that’s done it no one that knows what good looks like. No one. That’s bought a two hundred and fifty dollars watch or a thousand dollars watch or whatever you’re selling just you got to know who’s on your team and you know for us that looks like a blend basically to get it done is like you know we have us personnel working with designers and like you know just to bring that thing like just like you talked about having a.

48:49.90
Brad Curtis
Yeah.

49:06.78
Andrew Morgans
Um, something to design the Philippines and bringing it here and a human has to touch it and say hey this is what needs to be tweaked. It’s that trust factor and you’re like once you’ve broken brand. You know it’s over once you’ve broken that promise so that’s what we’re trying to do especially on a marketplace where there’s so much competition.

49:15.12
Brad Curtis
Yeah, yeah.

49:23.63
Andrew Morgans
Depending on your product differentiation and what you’re selling. It’s like um, how do we stand out from them while you deliver on that promise that you’re saying and you know you you storytell really? well and that’s how you stand out. Um I Love it.

49:37.34
Brad Curtis
Um, absolutely absolutely. Um.

49:39.62
Andrew Morgans
It’s like you’re echoing. It’s like you’re echoing my mind which like I’ve been trying to preach this stuff. So it’s just you know it’s great to hear and hear it echoed and um, just as we’re wrapping up and we want to look few minutes over but like what’s something you guys are working on the earth side. You know going to the 20.3 okay

49:55.41
Brad Curtis
Probably 1 of 1 of our ah biggest projects right now is Cbs so Cbs has you know? of course they have a footprint across the United States and everywhere else ah of their stores. Um, they have about have to be careful when i. I can say but they have a lot of products that are in their stores. But for some reason or another they’re not up on their website. So we’re actually taking all those products right now in in not just doing item set up but items set up and and optimization so we’re adding all the images we’re adding. Um, you know a plus type content or rich media. Um, and we’re doing it in different tiers. So we’re looking at things like you know here are my category leaders here are my best sellers here are my you know whatever those might get you know a you know type a treatment and. You know the supportive products might get type b treatment. You know that way you know you can put your budget and your your budget and prioritize your products for you know what sells the best and then we believe highly of course of of tracking everything.

50:57.60
Andrew Morgans
Prioritize.

51:06.70
Brad Curtis
So we’re tracking all the keywords and all the traffic and but not only that but sales so we’re auditing all those products and making sure that you know that everything that we set up in the catalog is is you know, adhering to these standards and in 1 of 3 peers and if we see things moving up hey we’re going to go in. You know this product start to sell better Let’s let’s let’s add that into rich rich media or whatever it takes to kind of get it. You know we might also look at competitors of that product and say okay this is what these 5 competitors are doing. We need to to beat them.

51:27.65
Andrew Morgans
Change the priority.

51:44.88
Brad Curtis
So in order to be them. We have to add a 500 words of content. Ah you know 3 videos a seven seven images you know update all the titles. You know all that stuff so we we’ll touch anything on that page to make it perform better. So that’s that’s it.

51:59.59
Andrew Morgans
I love it and I love I think yeah, that’s that’s fun and I think that’s a massive project to undertake I know it is and it’s like if it’s anything like retail that I’m seeing on Amazon you know I’ve seen retail within my.

52:04.26
Brad Curtis
Yeah, that’s our living project and.

52:15.18
Andrew Morgans
10 years of doing this change where they’re looking at Amazon they’re looking at these marketplaces to decide what products to keep in their stores like home depot does that you have to be on homedepot.com you have to be moving product and that’s now how the buyers or wherever the planers for the stores decide what products to put on the shelves.

52:29.18
Brad Curtis
M.

52:31.56
Andrew Morgans
Basically like what’s doing well on homedepot.com or lows.com and I would expect. That’s the same you know going forward but you can make such better with the data you can make such better more informed decisions. It’s like okay in Cali let’s have a lot more sunscreen on the shelves for example and in Florida a lot more sunscreen on the shelves and in like.

52:46.39
Brad Curtis
Um, yeah.

52:50.13
Andrew Morgans
You know in Alabama in the swamp or whatever. Let’s have a bunch of bug spray and it changes you know I’m using silly examples. But it’s like you can use the data online in different zip codes to now get more accurate to have the right products in the right stores. Um.

53:00.44
Brad Curtis
Yeah, yeah.

53:03.93
Andrew Morgans
You know, which to me would be like a no brainer if I was in retail to be able to have that information would be clutch. You’re not making guesses anymore about what to put on the shelves. You’re essentially getting the customers to tell you? Um, which is unreal.

53:13.25
Brad Curtis
You know what? you just mentioned is is you know and we take all that data of what you just mentioned and build localized pages really search landing pages at scale like search landing pages are are a big part of our business and that’s that’s all about hey.

53:23.71
Andrew Morgans
Um.

53:31.40
Brad Curtis
You know if it for localized search if I’m in Alabama Bugs spray is going to be a big one. You know I need to have I need to have a page built around that um you know in its ah you know we’re looking at all kinds of data from zip code data to ah regional and you know statewide Data. And and and deciding Okay, what pages need to be built for where so we do a lot of that stuff. Um, so like you said and okay.

53:53.70
Andrew Morgans
Um I love it. Brad this is awesome. I’m gonna have your information in the show notes. But just for anyone listening that’s in the car, where can people come in contact with you? Where can they follow you on Linkedin? You talk about the industry a lot like where can people follow along?

54:16.20
Brad Curtis
I’m on Linkedin. Brad Curtis at Linkedin, but eZdia is the name of the company. My email address is brad.c@ezdia.com.

54:31.37
Andrew Morgans
Perfect and we’ll have all of your information and Brad’s information in the show notes. Thanks again Hustlers for tuning in and once again, do you need to hire software engineers testers or leaders. Let Full Scale help. They have the people and the platform to help you build and manage a team of experts. When you visit fullscale.io, all you need to do is answer a few questions and the platform matches you up with fully vetted high experienced team of software engineers testers and leaders. At Full Scale, they specialize in building long-term teams that work only for you. Learn more when you visit fullscale.io. Super thankful to our sponsors being able to help us put this show together and promote it for free. Keep it free. So thanks again, Full Scale. Thanks againHustlers. And Brad, thank you so much for your time. I could chat it up with you all day. Really appreciate having you on the show. We’ll see you next time.

55:15.42
Brad Curtis
Yeah It was a great time. Appreciate it, Andrew. All right.