You are listening to the Taps and Tees Show, weekly conversations for people passionate about marketing, golf and craft beer. Marty is the cofounder of Bad Rhino, an award-winning digital marketing agency helping golf and craft beer brands get real results in social media marketing. Here is your host, Marty McDonald. [00:21.7]
Marty: Hey everybody, welcome to another episode of Taps and Tees, and continuing on with everything here, going a little bit away from the craft beer in golf all the time. Just talking about some marketing items and bringing on another friend, you might begin a little tired of it, but from the feedback I'm getting from everybody you do like it. You know, so the all seven of you that have been giving me feedback, I love it. Today I have somebody that I've talked to many times on podcasts. I've got to interact with him in masterminds and I, you know full disclosure I did hire him to do video for us at Bad Rhino. And we're going to continue on that relationship, why? Because what he does is very good and he approaches it very well. So let me introduce our guest today is Ian Garlic, he's got about 15 years of experience in video marketing, which is huge in this day and age. [01:09.0]
Not because it just is, hey, it's video stuff, but he's got the experience actually help you get to where you want to go. And video is video, you can hire anybody, but Ian has the eye for it. And he can put it into a marketing context, which is huge, because he uses cutting edge online video marketing, really to help businesses collect and craft their stories, which is a huge part of marketing is storytelling. And Ian you know, he's got a great background, he's in Orlando now, but he bounced around a little bit, all the way from Milwaukee to New York, he's done real estate work. He's been in hedge fund.
He's been a marketing consultant for fortune 100 company, but the big thing is all his experience in New York led him to create authenticWEB. He co-founded authenticWEB with his wife who you know has great experience in some companies you'll definitely know. They're headquartered in Orlando, so I get to go visit him when I do some videos, which is awesome, but he's really known as a go to video marketing and storytelling expert by businesses all over the world. He runs like crazy, he does great work and he always follows up with his clients, which I can appreciate and his team does the same thing. So without further do, Ian you ready to rock and roll on this podcast? [02:20.3]
Ian: I am. That was very inspiring, made me feel good about myself.
Marty: Oh man.
Ian: Yeah, thank you.
Marty: You’re welcome. You got fired up here.
Ian: I’m fired up.
Marty: We're sitting in the middle of February and trying to try and get some things done. It's nice and rainy here in Pennsylvania; I don't know what it's like in Orlando.
Ian: It's hot and sunny.
Marty: It's always hot.
Ian: It's always hot and sunny.
Marty: It’s hot and sunny, so I know I just gave you a great intro, but tell us a little bit about yourself and anything I missed.
Ian: Oh you didn't miss much. I mean, we've been doing video marketing. I love doing video marketing. I love beer and I loved golf. So I don't play much golf anymore. I still drink beer. So I love being here, marketing beer and golf, it's like, what else? And you know, I mean, it's, it's, it's cool video, you know, when we started doing this right when YouTube was purchased by Google as when I was like, this is going to change the world because it's people are gonna be able to get their story out from people like nothing before. And we've been doing it for so long, and for a long time, people are like, Oh, video, Yeah, kind of…now it's finally like that now with everything that's happened, everyone's like I have to do video. I’m like I’ve been telling for so long. So it's good to be here talking about it and it's good to see it working. [03:36.0]
Marty: So I won't tell you a quick story. I don't usually bring in my agency Bad Rhino too much, into the Taps and Tees part. But I want to explain something that I think you can appreciate because it happened, you know, because of our work together. And I think this will illustrate some of the things I want to ask you. So we did, you know, I mean, I think there's like close to 30 total videos or so, and then little snippets and some other things.
And we had entered into you know, proposal stage with a client. And we were, I talked to one person then I had to talk to with our, with another person on my team about 10 people. And one person said, you know, we don't have any questions for you. And I was like, Oh, I'm like, all right, well then what's the purpose of this meeting? And they're like, well, here's why we don't have many questions for you. I think we're going to go with you.
But we watched all your videos on YouTube that you recently put up and we feel like we know you guys. And that to me was like, ah, I don't know if I'm ever going to tell Ian this because you know, as I'm to get, you know, but it was funny because that was the whole purpose of it, right? [04:43.6]
And I think a lot of business owners go, well, why am I going to do all these videos like this and tell a story? And it's to get that head of that, you know, so you can let the videos do work for you if you put them in the right places.
Ian: Oh, I love it. It gives me goose bumps. Cause that's like my favorite thing to hear and it's, it's amazing. People are always a little skeptical of it, but when it's done, right and then people, you know, they get that phone call. Like, I feel like I know you already.
Marty: Yeah.
Ian: I'm like, that's the best thing because it's nothing better. It's like a virtual referral, right. It's like your best friend except they saw into your world. And, well, it's funny is for every person that tells you that there's like five people that won't say that they completely stalked you and watch all your videos.
Marty: Right. Yeah. I know. And I noticed that too. I mean, we have I think one of the videos that we put on and we have some ad dollars behind it, but it's like up to 8,000 views and it correlates with the activity we have in our business. Like it's not just, you know, we're not just sending it out to everybody, but at the same time, it's really interesting to see which ones, you know, the Google algorithm kind of puts in there and I don't want to get too technical, but you know, you put your core audience in there, the people you want to target. And then you know that the AI piece of Google will start serving up the ones that are watched. [05:57.9]
And you know, the one that's being watched is like, Oh, okay, cool. You know, like you, you kind of get the end, can base your market marketing more off the data and you're feeding people what they want to hear and it's correlated to leads and sales. So like I said, I don't normally talk about those things, but you know, I think it's a good lead into some other questions I have for you.
Ian: Love it, thank you very much.
Marty: Yeah. I mean, you work with a lot of industries. Tell me a little bit, you know, about the industries that you work with and how video works for, you know, one or two of them. [06:26.6]
Ian: Yeah. I mean, our main thing is services, right? It's it's so it was professional services. So I started out in legal marketing in New York City, which was probably, for me, it was the toughest place I could start, but it made everything else really easy because (A) was most competitive, when you talk about Google searches you know, and (B) no offense to my attorney, friends out there, but they're not the easiest to work with. My first, my first client, I walked into the door and I never met him before. And he threatened to throw me out the window. And I’m like Hey, he was upset about something else. But so, but it, you know, it, it service businesses, people forget I would just on a phone call with someone else, you know, and we get so, especially you're really good at your service, if you're really good at it, you're, you're living on the margin of your technical skill, meaning I'm going to get better at Google ads, which you should be, but that's not what people bought. Like they don't really care. They care about the results they care about who you work with and really your thing you're selling is you. [07:35.0]
Marty: Hmm.
Ian: Yes, you are assigned results, but you're selling you. And that's what video allows you to do is that those people that get to know you. You know, I hate the whole Know, Like and Trust thing, cause I feel like it's way overdone, but it's, it's true. And there's, you know, the whole Cialdini persuasion method of us, subconsciously getting to know people through video. It's why celebrities are celebrities. Celebrities. You know I think I come back to Oprah.
Marty: Hmm.
Ian: I always use Oprah as an example. What was she good at? Nothing. I mean, no offense, Oprah, but she was a...I mean, she was a talk show host, but we saw her over and over and over again. And now if Oprah recommends a book.
Marty: Hmm…hmm.
Ian: It's the most popular book out there. She says, Oh, eat this.
Marty: Hmm…hmm.
Ian: You know, and, and she's brought a couple of doctors that weren't really doctors to limelight because, because.
Marty: Dr. Ross. [08:29.0]
Ian: Yeah, and yeah, it's like…you know questionable, but we trust them and it's all because of video.
Marty: Hmm…hmm.
Ian: And now we can, we can recreate that on a smaller scale. And so that's what we've done, you know and it's, there's a lot of standard stuff. You know, the about us as the second, most used page on a website, how many people will spend time on, an about us page? Like, Oh let me put my CV up there. My resume that no one, even employer, never read. And it's, it's such a waste of a converting page to.
Marty: Hmm…hmm.
Ian: When people want to hear your story. So there's someplace you want to send. So yeah.
Marty: It's funny you bring up Oprah, somebody in a very interesting way, brought her up as the original with, they called her the original podcaster and they framed it around. What she did was take a, you know, talk show format, but how she did it was formulate like a personal brand into a podcast type format, which is kind of born out of it. [09:32.2]
Now it's a stretch, but when you stop and think about it, when you compare it, and this was the context it was in, they were comparing it to how you build your brand, using content like video and audio and things like that. And they use very similar like concept of what you're talking about. Like bringing experts in or making experts out of people and how powerful it was. I have to dig it up and send it to you. I read it like a couple of weeks ago and I thought it was a very interesting take, just a random blog that was sent to me by somebody else and I thought it was pretty cool. But you're right, like you create that authority, but people get to know you, I think is the most thing everyone says like, Oh, well authority is key. Well, I think authority sounds weird sometimes, right? [10:15.1]
Ian: Hmm…hmm.
Marty: I'm the authority, you know, people just get to know you and keep it simple. You know, I love when I get comments on, on this and they're like, Hey, I really appreciate it. It was short, sweet, but it gave me something that was a little bit fun and also at the beginning I got, got something out of it. And I'm like, okay, that's just the whole purpose of it, like.
Ian: Yeah.
Marty: You're not trying to like, get you, don't go into a 10 of creating a podcast or every single video that you do for the intent of getting a sale.
Ian: No.
Marty: I mean, if you go into it that way, you're going to have problems and you're going to come in as inauthentic.
Ian: Yeah.
Marty: And you want to be authentic about how you're telling your story so, as you like, kind of progressed through your video career so before that guy wanted to throw you out, which have to be a pretty big dude to throw you out a window. Oh I was just thinking about that, I'm like, man that would be a monumental task. Was Andre the giant, the lawyer?
Ian: I think he, he had some connected friends. [11:15.2]
Marty: Oh okay.
Ian: Let’s just put it that way.
Marty: Yeah, okay. So as far as like working on things, what's like the biggest objection that you hear about video? Like someone goes, yeah, but no.
Ian: Ahhh…you know, so there's, there's the objections. There's, there's the proposed objection, right? That, Oh, my audience won't watch video or something like that. Nine times out of 10, the real objection is I don't like the way I look. I don't like the way I sound, I don't know what to say.
Marty: Right.
Ian: And those are the things that people say it, but the people wants that.
Marty: Yeah.
Ian: They want that authenticity. We don't need to see it. You know, my bad, my worst clients, not worse, but the toughest ones for us to create compelling videos for are the ones that are practiced at really being on video. Because, you know, because it comes across that way, it comes across as like they're selling something. [12:11.5]
Marty: Yeah. And I think like sometimes like I have to hold back, like the passion piece, like I'll get fired up over marketing or something. It's not even though that I'm right. You know, it's just knowing, like you're trying to just make an impact and, and trying to like help more so and then get fired up, you know, passionate about, I know it, I know it works and you're trying to just get somebody on that same level. And sometimes that comes across weird way and I can try not to swear on podcasts. I try not to. I try not to, but it's like that you just in there, but you’re personal, like, that's me, like, you know, that that's me at times. Like I'm pretty, everyone's like, you're pretty quiet and reserved most of the time. And I'm like, yeah, but that's because like I conserve my energy for the right times, right. And then when you're going to get it, you're going to get it, so to speak in a good way, right. It's not a bad thing. And I think sometimes people, and I don't know if you could probably answer this better than I, but I feel sometimes people try too hard to either be one way or the other instead of just coming across and being like, yeah, I'm going to drop a couple F-bombs in here casually, not on purpose, but just because it's me. [13:15.2]
Ian: Yup.
Marty: Not distinctly, like some people do and then brag about it, right. I'm not going to mention that name, but you know, it’s just being yourself. You know, and I think you get caught up with it. And I don't know whether it's culture or social media or whatever, when they do the video or they go to do that and you turn that camera and you know, they're afraid to be themselves. And I'm imagining, that's kind of what you're talking about. Like where the objection comes in, correct?
Ian: Yeah. I think they're afraid to be themselves and you know, the other big one that I get very frustrated with is, you know, they're afraid of how they look. They're afraid of how they sound. They're afraid of what their peers are going to think. And I see that, especially in professional services. You know, they're like, and the peers will say something to them like, Oh, nice video, like lawyers, especially.
Marty: Oh God, yeah.
Ian: Yeah. They're afraid of what their peers are going to think. And I'm like, guess what? Your peers don't pay your bills.
Marty: I know. [14:13.4]
Ian: You know, and they hold each other down. Same thing, we do the same thing. in marketing, you know, the people that are away out there cause you also take a look at those people that are, that are inauthentic, that are just way over the top, you know, the Tai Lopez's and we're afraid to look like that. We're, we're so far actually so far away from that, but we feel like we even inch over that, we're going to get some sort of negative feedback on our videos.
Marty: Yeah.
Ian: But you know, and my mom always told me, it's like, if it's one people stop talking about you, that you got to worry, you're going to get negative feedback.
Marty: Yeah. There's a book that I read pretty regularly and I flipped through it. I read it a couple of times. I can't, it’s so crazy. I, it sits right next to my bed and it's either that or on my coffee table, cause I flipped through it so much. And it's basically being unpopular is how you go against everything, right.
Ian: Hmm.
Marty: And I'll put the link in the show notes and everything and I'll send it to you, Ian just to
Ian: Yeah. [15:14.0]
Marty: Give you the link to it, just so you know, but it's written like 10 years ago, it's a while ago and it's just being unpopular and how you kind of cut through it with your peers. Like if you're unpopular with your peers, you're probably a little bit more successful. Now it doesn't equate a 100%, obviously you still have to do good work, but I was talking about in your marketing, like you kind of push away more people and more people will come to you. And it has that concept and when I look at, you know, you said it, like I had a whole series, I still have it. I want to do short video clips and it's basically making fun of CMOs. For six years, I've worked with quite a few and they get in their own way. Not all of them, but majority of them do. And then they try and cater to both sides and then it kind of defeats the purpose of the project or the goal of the business, right.
Ian: Hmm…hmm.
Marty: And I've hesitated about putting these short little snippets, but I think everybody would love them, right? But I'm like, huh, what are the other agencies think about that? Or what if like a CMO finds it that was considering us like, and it all creeps in and I'm like, no, I think they would actually like that like in my, in the back of my mind. But then you like, you pause on it and you're like, ah, yeah, I don't know if I want to do that. [16:25.1]
Ian: Yeah.
Marty: That's very interesting to me because I think that relates and what you said, I think is very, very true. Like people are concerned in professional services, whether you're an agency owner or an accountant or a lawyer, what are my peers gonna think about this? What are they going to say about me? What are they going to do when I put it out there? Hmm, I think that's a very valid point.
Ian: Right.
Marty: So.
Ian: Yeah.
Marty: Go ahead.
Ian: I mean you, I mean, my favorite example of this is in Orlando here, John Morgan, personal injury lawyer. I mean every attorney I know, talks…ssshhh poop about him, I won’t swear.
Marty: Yeah.
Ian: But he, you know, cause the guy, I don't know, everyone says he's not a great attorney. And he was all over TV. He was one of the first ones to use TV all. His billboards.
Marty: His billboards are everywhere. As soon as you said Billboards.
Ian: Yeah everywhere.
Marty: I remember it. Yeah. [17:15.0]
Ian: Yeah, exactly. You remember it and there's not an attorney that says something. There's very few attorneys that say anything good about the guy. The guy has the largest personal injury law firm in the world. And it's because he didn't give two flying F's about what other people thought about him. And he went out there and dominated it and dominated it and just put the stuff out there and it was in everyone's face. They're like, Oh my God, he's a TV lawyer. And they like, I don't want to be one of those TV lawyers and I don't want to be that. And I'm like, what; you don't want to make a billion dollars?
Marty: Hmm…hmm.
Ian: Okay. And that's the thing that's holding 99% of us back.
Marty: Yeah.
Ian: Is worrying what other people are going to say about it. And if you're generally, if you genuinely do good work for people, you should do. I, you know, I don't agree with a lot with what Grant Cardone says, yeah.
Marty: Yeah.
Ian: But the one thing he does say I agree with is, ‘If you generally do good work with people, you should do everything you can to get from his people and get them to work for you.
Marty:Yeah.
Ian: Work for you.
Marty: Yeah I know you’re right. Hundred percent [18:14.5]
Hey, if you're enjoying what you're hearing on the show and want more, head on over to TapsAndTees.info and get our free report with game-changing tips and strategies straight to your inbox. Just enter your info and stop being stuck with no marketing plan. [18:27.9]
Marty: So, let's just say I'm a small business owner and I'm like, alright, I have a nice practice or I have a nice business, but I don't think I can necessarily afford video at this level right now. And, but they do have some technology and they have, you know, really good, not just a phone, but they have an actual camera as well and they have microphone and they kind of know a little bit to actually set themselves up. What'd you tell them to do is like to get kind of rolling and more comfortable and see how all this stuff works, other than hiring you is what I'm saying?
Ian: Oh yeah, no, I encourage people to video themselves first. Because it's like, you get it comfortable. You know, the number one thing you need to be doing is getting your customer stories. I mean, and stories, not testimonials, customer stories like about them not about you, not Marty is great. But what was their story..
Marty: Yeah. [19:22.8]
Ian: Going forward? But you know, frequently asked questions, you bust a lot of those out. Welcome videos, when you were on giants of video, I've talked about this a lot. So you talk about process videos and, and we've talked about process videos before we do a lot of clients, but every single step in your process, you can be making a video for. Here's how to walk through our front door. Here's who you're going to meet. Here's you know, because if your doctor or dentist or anyone professional service, people are nervous walking through your front door for the first time.
Marty: Yeah.
Ian: And make them happy. Here, like you said, here's how to use my website.
Marty: Hmm…hmm.
Ian: How to…you know, people don't know how to use your website. And I thought that was really, really smart as a simple thing that you can do. Don't… I think the biggest mistake that people make in the video side of it is they get either way too technical with their service. And they're talking about the tech technical parts of their service that no one cares about. [20:20.5]
Marty: Hmm…hmm.
Ian: Or they get way too personal motivation. I'm going to be a thought leader, right off the bat. And I'm like, most people don't want to hear thought leadership right off the bat. You know that you look at Gary V and they're like, well, I want to be a Gary V, so I want to do thought leadership stuff. I'm like, yeah, but he was, he was spinning 20 years ago he was spitting it into a wine spittoon for five years, talk about wine.
Marty: Hmm…hmm.
Ian: And you know, he was.
Marty: Yeah.
Ian: You know, and motivating people, but he's built up his audience that now they look to him for thought leadership and he has to generalize it.
Marty: Yeah, isn't it amazing though, like I think, and it's cool because it's the evolution in, you know, you've been around a while; I've been around for a while. And people forget where he started to get there, which is a testament to how well he's built his brand. But, yeah, if you go back and you find some of those old, old Wine Library videos, you're like, Oh my God, what is this guy doing? But it's intriguing enough because if you really like why, and he was giving really good information, but you're like, Whoa, this is pretty bad, and I think. [21:26.3]
Ian: Most people forget that.
Marty: Yeah. I know. I was just being nice there.
Ian: Well, I told him to his face. I, I, cause he was on my podcast. I went to his headquarters and I was like, dude, I remember being in New York. Cause I lived in New York at the time.
Marty: Right.
Ian: And we were, we were Wine Library customers and I got their first video and I'm like, what is this? And it's like this dirty sheet, I mean it's like, not even higher.
Marty: Oh yeah, I forgot about the sheet, yeah.
Ian: And you know, he's spitting in and he's just like, he's all over the place in his ideas. But he got started and he did it and he did it, he did it, he didn't care.
Marty: Yup, he just kept going.
Ian: Right.
Marty: And he just knew people are gonna rip me and go from there. I think when they use that example to become a thought leader and I was like, yeah, you should probably go back into, you know, you know the other stuff because you'll see the actual progression. And if you're willing to do that, then you can become that because then you have the authority as we were talking about before. Cause you can show people like here's the journey, right.
Ian: Yup. [22:23.4]
Marty: You earn it, you know. So I think it's really interesting way to look at content. So in speaking of marketing, like what do you really hate about the marketing industry and what would you do to change something if you could? Great question there, right?
Ian: Well, it's, it's, it's the catch 22 of people sell. Cause you have to sell results.
Marty: Hmm…hmm.
Ian: But it's the get rich, fast people and cheap. And people go to the, get rich, fast and cheap people and then they're like marketing doesn't work. And I'm like, no, that's not how marketing works.
Marty: Right.
Ian: You know, and, and also, you know, the why of scale, like everyone's like, I've got a scale, I've got a scale, I've got a scale. And then, you know, and they're 20 steps ahead and someone's promising them scale before they're even getting their like first three clients. I think those are the biggest ones. And then, you know, it's, it's, I wish there was a better, like you've got lawyers who are, you don't have to go through the bar, doctors who have to get their license. You know, everyone has some sort of licensure, but marketing is this complex thing that can make or break a person's life. [23:34.3]
Marty: Hmm…hmm.
Ian: And you know, I was just looking at some, someone sent me a proposal from someone else and at the top it was like, you know, cause there's a place for creative, “creative.” But when I see a company called Creative, I'm like, you want to make money in someone's title and their company creative. Like, cause to me create, yes, you should be thinking about money first.
Marty: Hmm…hmm.
Ian: About, how am I going to make money? And you know, and not how is this going to be really pretty? And how many Instagram followers am I going to get?
Marty: Yeah.
Ian: And you know, there's, there's a lot of frustrating, scammy, scummy things out there that frustrates me about it.
Marty: Hmm.
Ian: And then it's the flip side of it because businesses want everything to work right away right now. And.
Marty: Ahhh…
Ian: And they, and they, they don't get that it's one-to-one return on marketing. I mean you, if, if I told you that you can invest in a stock today and I get you a 20% return and you’ll be like, awesome. And we're like maybe two year or next two years ago, 20% return. Like here, let's go do it. You know, but if I talked to, you know, everyone's like, I want a 10 to one return on my marketing next week. I'm like, well, if I can do that, I will not be talking to you. [24:52.6]
Marty: I know.
Ian: It happens. It happens when people show you it happening, but more that's what the great thing I love about video is you will get a one to one return on video over the next year.
Marty: Hmm…hmm. Yeah I know.
Ian: It'll live out there and you'll get in for next three years, you'll get a nice return. But it's not going to be like this, Oh my God, floodgates, don't, we can't answer the phone anymore. That does happen over the course of six, seven years.
Marty: It does, very.
Ian: But it's not going to happen tomorrow and I think it is.
Marty: I know.
Ian: Sorry.
Marty: No, no, no, no, no, it's funny. Because well I'll just talk about it. So you have, we had a client, I mean like an e-com and we're like a little bit over four and a half return, right.
Ian: Wow.
Marty: And yeah. And it dipped down to like three and a half and then they're like, we're going to change marketing agencies. And I was like, huh. And I was like, okay, whatever, they were emotional about it. They weren't really thinking about it rationally and you can't really save that or talk brashly when they were emotional. So it's like, okay.
Ian: Hmm…hmm. [25:55.6]
Marty: No big deal. Like that's what you feel like, I'm not going to stop you. And I was talking to another friend that's in the mastermind group that we're in. And he's like, you know, the best companies that do e-com or anything, you know, two to two and a half is, that's what they love. And that's flies in the face of most people. Cause like you said, he went like 10 times next week.
Ian: Yeah.
Marty: And the reason is, is like, just like your stock example, but you can scale to two and a half pretty quick, if you have a good product, don't get me wrong, you can just have sell crap. But if I just told you, Hey Ian that's a nice $20 bill. If you hand me that $20 bill, I'll give you 40 back. And then if you hand me that another $20 bill I'll give you 40 and $48 back, you would do that all day.
Ian: All day.
Marty: Every time, all day, that's two to two and a half times roughly when you kind of break things down with costs, right?
Ian: Yeah. [26:52.2]
Marty: So why the hell would you not do that? You want three X, 10 X, et cetera. So before I go off the rails, because I don't want to take it in that direction, I really liked those viewpoints because you can talk about that awhile. It’s, I always like to bring that up because there's a lot of small business owners craft breweries and, and golf course folks that are trying to get things that are cruising, right. And they're like, yeah, well we need to get five X return. And I'm like, you talk about it. But the reality is are like it's slow and steady and it's patience and you'll get there. Cause you just take the data, you find the data and you keep moving forward.
Ian: Hmm…hmm.
Marty: So we're sitting here in the middle of October in a pandemic still and I've been asking this to everybody that comes on like, what do you see in like with anything new, anything crazy going on, anything wild or what sort of trends are people moving to towards on video? [27:40.5]
Ian:I mean, video and people obviously are trying to figure it out and they need to figure it out. And you know, there's more video consumption than ever. I'm definitely seeing, you know, I'm all in on YouTube and I think everyone needs to have YouTube as cause it's it's the next TV I was, you know, we were out in Colorado and we watched all of our TV on YouTube, right. All in that, for the house. For the house and the, this opportunity there. And I think people what's happened is more people than ever that we're kind of social on YouTube have now completely embraced it. And it's one of those things what's great about YouTube is you; it doesn't have all the negative stuff that you see everywhere else.
Marty: Hmm…hmm.
Ian: For the most part, you know its like; it's very tough to get into. I mean, unless you're reading through the comments, the comments aren't front and foremost.
Marty: It's true.
Ian: You know, so I definitely see YouTube and I think we're going to see a merge of Tik Tok algorithm. [28:46.6]
Marty:Hmm…hmm.
Ian: Because that's the other thing is you can't, you don't really discover stuff on Instagram. You don't discover stuff on Facebook. It kind of pops up and if someone shares it, but that man, that Tik Tok algorithm is, and I really think with the push to everyone's like, Oh, we're going to cancel it. We're going to block it, whatever. I think more people rush to it to be like, what's the thing that they're going to block. I need it. So I think having an understanding that testing ground for those types of stories to enter your bigger YouTube channel is.
Marty: Hmm…hmm.
Ian: Is really the way that people should be going and testing a few messages over and over again. So that when you make your YouTube video, then it's, it's a lot of combined tested material.
Marty: Hmm…hmm.
Ian: You know, Daniel Harmon, Harmon brothers, were talking about that and that's what they're doing with Facebook. They test every little thing on Facebook and then they make the YouTube video. And I think. [29:45.6]
Marty: Yup.
Ian: We'll see a lot of that in Tic Tok. And yeah, and obviously people are trying to figure out events and I think virtual events are gonna change. And it's one of the things that people need to embrace the idea of short form episodes, short form, virtual events. Perfect example, my son goes to grade school and he can watch YouTube videos all day long. The second he gets up from his grade school teacher on a computer he's freaking out. And then you were like, well he's seven years old. I'm not seven. I'm like, yeah, at heart we're all seven years old.
Marty: Nice.
Ian: And you know, and figuring that out, big companies need to figure that stuff out. Small companies do, but virtual events are here to stay and figuring out like short form interactive content playing around with those that, that whole thing like I was talking about and then putting it in front of people for short terms, little boosts, little, you know, maybe even it comes to events. [30:45.4]
Marty: Hmm…hmm.
Ian: Where events are seven days. Like I do a giant video, but it's like little, little things throughout the day. And instead of let's sit down from the computer and watch an event for eight hours, so.
Marty: Yeah. I think I think the same thing is like on those events is breaking them up. And I mean, I could talk about this for a while, but like it's almost breaking it up into like what in marketing role we always said is just like your, your pillar content and your event is now 365 days a year, but you have to think about your event. That's broken up like that because no one is going to sit down there for eight hours and watch your whole event. You know, they might do two hours. They might even do four hours, but asking them to spend a whole day in a giant event for a onetime and then actually have the same types of results. You're going to have a challenge that way, because if people are working from home and they have kids and all the other things can be difficult to actually have a good experience. [31:43.3]
Ian: Yup. Yeah and the events work because of yes, because of the content, but because what happens outside the moment.
Marty: Exactly.
Ian: We were talking about that before. It's like, it's all, you know, the biggest value happens outside of there and how can we replicate that and make it more spontaneous? And I'm just, you know, we're all trying to figure it out. But I think the smart companies are to be the ones, the ones that win are gonna be the ones that test a lot of that stuff out. And don't stick to old methods for online events.
Marty: Yup. No, a 100% correct. So I know you drink beer. I know you like golf, we'll start on the beer side and then you can talk a little bit about golf as we close this out. So favorite beer right now or in the last like six months or so?
Ian: Ahhhh…..
Marty: Anything stand out. [32:31.7]
Ian: I love, I mean, I like Brown ales.
Marty: Hmm…hmm.
Ian: I do. So, you know, Brown ales and you know, the anchor it's coming down up time for like the anchor Steam celebration time.
Marty: Yeah.
Ian: I forget what their, their, their seasonal one is, but I love that beer. And those have been my standouts. I actually, I'm not a huge pumpkin beer fan, but.
Marty: No man, nobody should be.
Ian: They, the new Terrapin in Colorado.
Marty: Hmm…hmm.
Ian: When we were out there had a punky masala.
Marty: Yeah.
Ian: Which was more like, it was like a spiced. It wasn't like overwhelmingly pumpkin, it was more like Curry flavors. That was delicious. So hmm.
Marty: That's an interesting one.
Ian: I brought some of those home. [33:20.3]
Marty: Yeah. It's weird like I'm on the, on the beer front side when you talk about pumpkin beers, it's an odd, odd piece. We'll just leave it at that. But I don't like any of them. I do like what you just described though. Like I like trying that it's not something I'm going to drink probably a whole pint of, but having like an eight ounce pour or something like that, changes it up, you know. And some of them are really interesting on your palette. Like I think, you know, when you have something completely different, I think you go one direction. People either become fanatical about it, which can be a good thing or they become completely anti whatever, you know, just like we were talking about marketing and video and putting your content out there, like people are going to rip you for it. I don't like pumpkin beers. I think they're kind of silly. I always have though, even before, you know when they first started coming out before, like I had a craft beer, boom, so to speak, but that's just me. So I know you're struggling with your golf game. You told me that before we got on this thing here. So was I just..
Ian: Back
Marty: Your back, yeah.
Ian: Back, yeah. Four, four, four herniated discs so. [34:23.6]
Marty: That'll do it, dude.
Ian: Yeah, that'll do it.
Marty: That'll do it.
Ian: I think some of that actually comes back from my old, like when I was a kid and like I first started playing golf cause I had that big like way fall, fall through to whack the, like I was past vertical, my back swing and then, you know, and then same way through, and I think hitting buckets and buckets and buckets of balls doing that probably didn't help.
Marty: Yeah. I mean, especially, but you probably liked the results like back then because.
Ian: Oh yeah.
Marty: They were probably going a mile
Ian: Yeah. 360 yards. Yeah. Back then.
Marty: Yeah.
Ian: Sometimes it would go straight too.
Marty: That's always a bonus. Oh, cool. Well, do you have like a favorite golf moment or a favorite course that you've ever played on?
Ian: You know I, you know, what's an amazing course? It is the, the Whistling Straits and Kohler. Is that the name of it?
Marty: Yup.
Ian: In Kohler, Wisconsin. I love that course because it's like this whole combination of target golf, but still link style. It is fricking hard.
Marty: Yeah. [35:24.2]
Ian: You know, that's definitely one of my favorites, but yeah. I, you know, I got lucky and I got to, you know, grow up in Orlando. I got to play around some of the bests in the world so.
Marty: Yeah.
Ian: I once had played in a tournament with Tiger Woods behind me when we were 15, 16 so, which was kind of cool too. In fact, then it was still, everyone was like, Oh my God Tiger.
Marty: That's awesome. That is really cool. All right, so I appreciate you coming on and let's let everybody know where they can find you find out anything more about you and if you're kind of promoting anything so that everybody knows.
Ian: You know, if you guys want, I did a little course on case stories and go to a, we'll put a case story or a storycrews.com/rhino. And it's a completely free 10 video series on how to get your customer stories and what to do with them. If you want to connect with me on LinkedIn, Ian Garlic, I am the only one on LinkedIn. It's like Ian, and it is Garlic. It is my actual last name. [36:23.3]
And I mean, those are the best places. authenticWEB is our agency. We do help people all around the country from video and we can help you find local videographers too through Story Crews. So that's a lot of stuff, but there's a lot of ways, pretty much, if you look up Ian Garlic, you can find me anywhere shape. [36:41.5]
Marty: There you go. Yeah, I mean a little bit longer than we normally do, but Ian’s a answer on like what he would change in the marketing kind of like took us a little bit off there, but I think it was good stuff and Ian’s great, we've hired them. We're going to continue to work with him as well. And the beauty of what he does, if you're interested in is getting your story out there in a very unique video format. Like he's like putting different cameras and everything on there that's not what I mean by unique, but what it does, it takes you through a process and actually makes you think about your sales process and how you're marketing to your clients as well. Which I thought was really interesting byproduct of working with Ian and sign his sales pitch, you can check them out. You know, I get nothing for it. I just like to promote good people, so he is one of them. So I appreciate you listening, and we have a couple more marketers coming up and then a yes, we're definitely getting back to the golf and beer. So I look forward to speaking with everybody at some point that's been reaching out. I really appreciate that actually. And I'll see you on the next episode of Taps and Tees. [37:39.2]
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