And the reason, the reason is you. that Hoobstank? Please don't call me stuff like that. I'm sorry. Not on camera, sorry. Nice to meet you. Nice to meet you. Hoobstank. Hoobstank. You can't shake hands probably can you? I've noticed that about You're just quite far away that's why. Yeah but you're never leaning to meet me halfway. Have you ever thought that maybe I don't want to shake your hand? Why? Because you don't want to shake my hand? Let's continue. Okay. I've got the key. I've got the secret. Beautiful.

It's the 5th of May, the greatest product is you. And I mean that, I've been horrible to you up until this part of the year, but the greatest product I've got is you and that's all you are to me, a product at my disposal. thank you. Okay, and I really mean that. Yeah, yeah, it comes across well. Okay, it's easy for you to say it's Epictetus. Epictetus, easy for me to say. The raw material for the work of a good and excellent person is their own guiding reason. The body is that of a doctor and the physical trainer.

and the farm, the farmers. Yeah. Yeah. You like this one? Show me. Okay. So there's a lot of people that are out there in very saturated markets, right? And actually they see that as a, as a negative. I'm in a very saturated market. I'm in a space where we're a market agency around lots and lots of market agencies and we're struggling to stand out. And the sales person is wondering, how do I do something about this? Well,

The USP could become literally how you sell. So if you're a market agency and someone's sitting down with five different salespeople to do a pain analysis, whatever it may be. PPC, e-commerce, Exactly. Same stuff. Perhaps four of them are cred slide, testimonials. Awards. Here's some. Meet our team. Graphs to meet our team, all that sort of stuff. But maybe you as a salesperson listening to this.

can come in and be the therapist. Maybe you can come in and say, why do you even need to use an agency in the first place? Like really get in there and roll your sleeves up and get under the bonnet a bit. So how you sell can literally be the USP. And a little game to say, am I in a saturated market is write down your company name on top of a board and write down along the side all the reasons why someone would come to you.

So the things that you could offer someone, why they would come to you, what they would want to buy off you. And it could be about service, could be about product, but right on the things that they would want to buy from you. And then when you've done that, rub out your name, the company name at the top, and put a competitor's name. And then does it still read like the same? You've got to be very honest. You've got to hold up the ugly mirror. Exactly. Yeah. Really, really good stuff. It's always interesting with marketing agencies because

The majority of them will be like, what we'll do, yeah, we've had this call and then I'll send it. I'll go away and I'll do loads and loads of free work for you, free consultancy. I'll come up with loads of ideas and I'll send it over to you. I'll wait to hear back. And then they probably never hear from them. I, as a business owner, it baffles me that you'd go away and do all of that work for free and then just leave it there. Whereas your thing, if you're looking to stand out, could be that you have another call where you run them through it. Very, very simple.

So you talk about like the USB being the way that you sell. think it's a case of USP. Yeah. You said B. I know man. I've got a little mouth. What's it little for? Short legs. And that's the thing. your job is to be the trusted advisor. And if you are a marketing agency that just wants to really understand, well then get into the bare bones, get into the crux of it.

because actually most other marketing agencies, maybe do a bit of mystery shopping. Remember when I did that for one of our clients? You did. Bit naughty, but. I actually said to one of our first clients, I've done it a few times since, they were in a saturated market, I was worried that it might not work, but more so because of their own beliefs. I was like, tell me what's different and unique about you compared to the other people in the space. And they listed everything off. And I said, okay.

If had to be really honest with us, because it's going to probably make or break this. Could any of your competitors claim to do what you've just told me, even if it wasn't true? Well, yeah, you really push it. Yeah, they can probably claim to do it. Whether they did it as well. suppose that's subjective, but yeah, they definitely could. Okay. So if everyone's out there claiming to do the same thing, do you think there's another way that we could stand out and then like on the edge of the seat a bit, they're like, Oh, what are you thinking? Like, and it just challenges that perspective. Yeah.

fishing in the same pond and we're all trying to catch one fish well you might want to be the bloke who chucked the dynamite in jumps in and grabs all the dead fish and goes home yeah when they zig you zag don't tell me you're funny buy me dinner exactly I've been Jack Frimston I've been Zack Thompson remember you will die links Africa why