1 00:00:00,880 --> 00:00:04,440 If you're sitting here like me, wondering, wtf is a Labu 2 00:00:04,440 --> 00:00:08,080 boo, Then in this episode, I want to talk to you about the latest and 3 00:00:08,080 --> 00:00:11,920 greatest Internet sensation. And why should you should care as a small 4 00:00:11,920 --> 00:00:15,640 business owner. This is the Mindful Marketing Podcast. Let's get into 5 00:00:15,640 --> 00:00:19,280 it. But first, a word from our sponsor. Riverside is the all 6 00:00:19,280 --> 00:00:23,000 in one podcast recording and editing tool that I use for this 7 00:00:23,000 --> 00:00:26,760 right here show. I use it to edit not only the audio and the 8 00:00:26,760 --> 00:00:30,400 video, it is like Chef's Kiss magical, making the entire process 9 00:00:31,360 --> 00:00:34,720 so, so easy. Plus, I love their 10 00:00:34,880 --> 00:00:38,520 magic AI clips. Their little AI 11 00:00:38,520 --> 00:00:42,160 robot in the background pulls out the most impactful moments 12 00:00:42,160 --> 00:00:45,120 of the episodes without me having to comb through and do it myself. 13 00:00:45,360 --> 00:00:49,080 Resizes them for social media. So those vertical videos you see on 14 00:00:49,080 --> 00:00:52,800 TikTok and Reels, those all come from Magic AI inside of 15 00:00:52,800 --> 00:00:56,400 Riverside. It's literally one click. It spits out 10 clips. 16 00:00:56,860 --> 00:01:00,100 I pick the best one and away I go. Saves me so much time. If 17 00:01:00,100 --> 00:01:03,740 you want to get on the Riverside train, check it out today. The links in 18 00:01:03,740 --> 00:01:07,300 the show notes and make sure to use my code DREA D R E A 19 00:01:07,300 --> 00:01:10,620 at checkout to get 15% off your membership. 20 00:01:11,100 --> 00:01:14,900 All right, I gotta pre apologize because I'm sick again. I know. I feel like 21 00:01:14,900 --> 00:01:18,580 I apologize for this on every single podcast episode, but 22 00:01:18,580 --> 00:01:21,980 legit, this has been one of the weirdest parts to me 23 00:01:22,140 --> 00:01:25,260 of having kids is like, how frequently I'm sick. 24 00:01:26,480 --> 00:01:29,680 So y' all just gonna have to listen to the raspiness today. Okay, 25 00:01:30,000 --> 00:01:32,640 So I went to Threads the other day and I posted, 26 00:01:33,600 --> 00:01:37,400 someone please tell me what the F is a Labubu. I 27 00:01:37,400 --> 00:01:41,200 don't know. I started seeing these pop up everywhere. I 28 00:01:41,200 --> 00:01:44,800 was on TikTok just doing my daily scroll, and I 29 00:01:44,800 --> 00:01:48,600 noticed someone doing this video of, like, the evolution 30 00:01:48,600 --> 00:01:52,360 of their labubu obsession. And I'm not. I don't know what it 31 00:01:52,360 --> 00:01:56,160 is, right? So they had one little, like, gremlin looking thing hooked 32 00:01:56,160 --> 00:01:59,900 onto their bel, and then it was like two, and then it was 10, 33 00:01:59,980 --> 00:02:03,340 and then they were surrounded by them. And I was like, okay, that person's just 34 00:02:03,340 --> 00:02:06,900 weird. But because I watched the whole video, y' all know the algorithm was doing 35 00:02:06,900 --> 00:02:10,740 its algorithm thing. It started showing me all these labuboos, and I was like, I 36 00:02:10,740 --> 00:02:14,460 don't care about this. But I'm also low key, fascinated by the level 37 00:02:14,460 --> 00:02:18,300 of obsession, because you don't just see someone with one of them. Like, 38 00:02:18,300 --> 00:02:21,500 when I see the videos, I see people with, like, a ton of them. And 39 00:02:21,500 --> 00:02:24,700 so I Went to threads. I asked. 28 comments later, y', all, 40 00:02:25,730 --> 00:02:29,170 this is Beanie Baby 41 00:02:29,330 --> 00:02:33,010 but ugly. I feel like that's like the best, the best 42 00:02:33,570 --> 00:02:36,770 explanation. Brazen 43 00:02:36,930 --> 00:02:40,690 lawyer. My client, former client Bianca Jordan, said, 44 00:02:41,009 --> 00:02:44,450 gen Z's Beanie Baby but ugly. And I was like, yes, Bianca, thank you. 45 00:02:45,410 --> 00:02:49,130 It is like an ugly Beanie Baby because people are collecting 46 00:02:49,130 --> 00:02:52,850 them, but they're, like, going up in value because of like, like their 47 00:02:52,850 --> 00:02:56,330 popularity. Another people, another person said, this is 48 00:02:56,330 --> 00:03:00,050 Siobhan Jones. She said, think trolls without 49 00:03:00,050 --> 00:03:03,770 the charm on its belly. Someone else said, this 50 00:03:03,770 --> 00:03:07,010 is Amber. She said, it's a Gen Z Mon Chi Chi. And I'm like, I 51 00:03:07,010 --> 00:03:10,530 don't even know what that is. I don't know what it is. And then 52 00:03:10,530 --> 00:03:14,210 Natalia said, it's a haunted goblin toy with a resale 53 00:03:14,210 --> 00:03:17,930 value higher than your rent. Don't ask questions. Just accept this rule. 54 00:03:17,930 --> 00:03:21,750 And Natalia, for you, my question is, in this economy, who 55 00:03:21,750 --> 00:03:25,510 is buying these? And so as I was asking that, I was 56 00:03:25,510 --> 00:03:29,150 like, yeah, I feel like this is a conversation for 57 00:03:29,150 --> 00:03:32,630 today. So we're going to talk about basically the 2025 58 00:03:32,630 --> 00:03:36,470 version of a Furby or Cabbage Patch doll, which I still 59 00:03:37,110 --> 00:03:40,710 have haunting memories of going to a 60 00:03:40,710 --> 00:03:44,430 Cabbage Batch doll. I don't know if it was a museum 61 00:03:44,430 --> 00:03:47,830 or what as a kid, but those things frightened me. 62 00:03:47,830 --> 00:03:51,580 Okay, but today we're going to talk about why these little 63 00:03:51,580 --> 00:03:55,420 collectible toys are so popular and why people are obsessed with 64 00:03:55,420 --> 00:03:59,220 them. Because I think there's something about building some sort of 65 00:03:59,220 --> 00:04:02,700 internal obsession with your people. 66 00:04:02,780 --> 00:04:06,300 Like, we want our people, our community, to be really 67 00:04:06,300 --> 00:04:10,020 into it, right? Like, that's all. That's all we want out of our business. Like, 68 00:04:10,020 --> 00:04:13,820 we don't just want, like, casual people. We want the people who show up 69 00:04:13,820 --> 00:04:17,420 for us day in and day out. We want the people who spread the good 70 00:04:17,420 --> 00:04:21,090 word of our business. Like, all these people are in these industries 71 00:04:21,399 --> 00:04:24,599 are talking about Labubu. Okay? So 72 00:04:25,319 --> 00:04:29,079 I think the first thing that I want to highlight about Labubus is that 73 00:04:29,079 --> 00:04:32,919 they're weird. They are weird looking. They're weird looking and 74 00:04:32,919 --> 00:04:36,759 they're creepy. Go Google it. They're creepy. I think that's the point. 75 00:04:37,158 --> 00:04:40,999 Like, that's what I'm taking away from it at least is like, girl, be weird. 76 00:04:41,079 --> 00:04:44,279 Like, the whole point behind this thing 77 00:04:44,999 --> 00:04:48,039 is that they look a little off. And I feel like if you just had 78 00:04:48,039 --> 00:04:51,680 made like, a cute little, like, if. If 79 00:04:51,680 --> 00:04:55,040 they just came out with a cute little, like, normal looking, like, let's say bear, 80 00:04:55,440 --> 00:04:58,440 we would be like, that's cute. And Then move on. But the fact that these 81 00:04:58,440 --> 00:05:01,840 things look creepy and weird and it's not for 82 00:05:01,840 --> 00:05:05,200 everybody. The people who it is for, they're 83 00:05:05,200 --> 00:05:08,720 obsessed. The level of obsession is heightened because 84 00:05:08,880 --> 00:05:12,640 it's so different and unique and weird. So much so that 85 00:05:12,640 --> 00:05:15,640 lebooboo fans are, like, so screaming at people 86 00:05:16,280 --> 00:05:19,880 to the level of, I'm sorry, my vegan listeners, but vegans. 87 00:05:20,040 --> 00:05:23,840 When y' all become vegans, it's not just that you're vegan, it's that you want 88 00:05:23,840 --> 00:05:27,440 everyone else around you to also be vegan. That's what I'm 89 00:05:27,440 --> 00:05:30,839 feeling from Labubu fans. They're like, not just you should have a 90 00:05:30,839 --> 00:05:34,680 Labubu, but everyone should have a Labubu. And it's like, become their 91 00:05:34,840 --> 00:05:38,640 obsession. And I can't say the word anymore. Like, I'm hearing myself. It 92 00:05:38,640 --> 00:05:42,260 sounds weird. Anyways, they're not trying to be for 93 00:05:42,260 --> 00:05:46,100 everyone. They're being weird for their people. And 94 00:05:46,100 --> 00:05:49,940 I think about other industries where this level 95 00:05:49,940 --> 00:05:53,460 of obsession applies. I saw a video on TikTok last week 96 00:05:53,620 --> 00:05:57,100 of this guy talking about Apple versus Android 97 00:05:57,100 --> 00:06:00,740 users. And I feel. I felt this video so much like 98 00:06:00,980 --> 00:06:04,740 he was talking about how this Android user was trying to convert 99 00:06:04,740 --> 00:06:08,570 him over. And people do that. If you have an Android and someone 100 00:06:08,570 --> 00:06:11,850 else has an Apple, you, like, try to convert people over. And I will tell 101 00:06:11,850 --> 00:06:15,490 you this right now, I have Apple everything. I have the Apple phone, the watch, 102 00:06:15,490 --> 00:06:18,530 my computers. Like, everything is Apple. And 103 00:06:18,850 --> 00:06:22,689 technically, I could admit Android can be better. 104 00:06:22,689 --> 00:06:26,330 Like, I am not too proud to admit that Android can be better. I 105 00:06:26,330 --> 00:06:30,170 can't tell you why I will be an Apple user for the 106 00:06:30,170 --> 00:06:34,010 foreseeable future. I don't see myself ever switching that. They 107 00:06:34,010 --> 00:06:37,650 could double, triple the price of their stuff and I would still go, well, I 108 00:06:37,650 --> 00:06:41,110 guess I'm just going to have to pay to double or triple. Like, there's something 109 00:06:41,110 --> 00:06:44,670 about it where, like, I'm bought in. Same thing for my Starbies. 110 00:06:44,750 --> 00:06:48,430 Although I found a local coffee shop near me that's, like, better 111 00:06:48,510 --> 00:06:51,870 than my Starbucks. And so I go there now. So, like, yeah, 112 00:06:51,870 --> 00:06:54,990 sometimes if it's better, I'll, you know, I'll switch. But however, 113 00:06:56,110 --> 00:06:59,830 whatever the case may be, when you find something that you're like, this is 114 00:06:59,830 --> 00:07:03,670 my thing, it's hard to change people's minds. And so 115 00:07:03,670 --> 00:07:07,230 that's the power of being, like, a little bit different, unique or weird. Okay, 116 00:07:07,710 --> 00:07:11,510 second thing, Labubu is a 117 00:07:11,510 --> 00:07:15,230 limited edition now. I had to look this up. Just like 118 00:07:15,230 --> 00:07:18,790 with Beanie Babies, they only make a certain number of 119 00:07:18,790 --> 00:07:22,110 them now. I looked it up very briefly because I cannot look at the pictures 120 00:07:22,110 --> 00:07:25,550 of these things. They freak me out. And if I end up with 121 00:07:25,550 --> 00:07:28,390 nightmares from studying for this episode, I'm blaming y'. All. 122 00:07:30,310 --> 00:07:33,670 But people line up, they set alarms. 123 00:07:34,310 --> 00:07:38,120 They're treating them like limited edition Pokemon trading 124 00:07:38,120 --> 00:07:41,360 cards. Yu Gi oh, cards, 125 00:07:42,480 --> 00:07:46,080 whatever the case may be. And then it's not just 126 00:07:46,080 --> 00:07:48,720 that. They're building this whole, like, 127 00:07:49,600 --> 00:07:53,440 fictional world behind it, there's lore, there's characters, 128 00:07:53,600 --> 00:07:57,360 there's everything, right? And so this obsession 129 00:07:58,560 --> 00:08:02,200 feels orchestrated a little bit by the people behind Lububu, 130 00:08:02,200 --> 00:08:05,930 but also people are buying into it, right? 131 00:08:06,570 --> 00:08:09,770 And because of the limited runs 132 00:08:09,930 --> 00:08:13,610 plus the storytelling, I feel like that leads 133 00:08:13,610 --> 00:08:17,450 to some of this brand obsession. I don't think it's accidental. 134 00:08:17,450 --> 00:08:21,050 Like, the people who created this, I think they kind of studied why people 135 00:08:21,690 --> 00:08:25,330 like these things. It kind of reminds me a little bit of Crocs, 136 00:08:25,330 --> 00:08:29,170 okay. Because I'm a new Crocs convert. Y' all 137 00:08:29,170 --> 00:08:33,020 know this here on the podcast. I thought crocs were ugly for the 138 00:08:33,020 --> 00:08:35,420 longest time. Actually, I still think they're ugly. They're ugly shoes. 139 00:08:36,540 --> 00:08:40,180 But my mom came over to visit, like, a year ago, and she 140 00:08:40,180 --> 00:08:43,940 said, just try them on. Just try them on. And I said, you know what? 141 00:08:43,940 --> 00:08:46,500 Let me just slip them on while I, you know, take the trash out, y'. 142 00:08:46,500 --> 00:08:50,100 All. They're so comfortable that I was like, oh, I understand. I 143 00:08:50,100 --> 00:08:53,300 understand now. And now I have a pair of Crocs that I use to, like, 144 00:08:53,300 --> 00:08:57,110 walk the dog and do my daycare drop off. So I feel 145 00:08:57,110 --> 00:09:00,830 like that is it with Labuu, too. It's like, it's so 146 00:09:00,830 --> 00:09:04,230 ugly that it's, like, circled back around to being cute again. 147 00:09:04,630 --> 00:09:08,150 But because it's got, like, this storytelling and the lore, 148 00:09:08,470 --> 00:09:12,310 and it's so limited, people are so 149 00:09:12,310 --> 00:09:15,430 bought into it. So as a business owner, I want you to think about, 150 00:09:15,910 --> 00:09:19,630 you know, how can we frame our work in 151 00:09:19,630 --> 00:09:23,110 a way that adds in the storytelling, 152 00:09:23,190 --> 00:09:27,030 Right. And also makes it limited time built in scarcity. 153 00:09:27,350 --> 00:09:31,170 I will say my huge, like, asterisk to this is like, we're not doing 154 00:09:31,170 --> 00:09:34,770 fake scarcity, right? So when you build in scarcity, 155 00:09:34,770 --> 00:09:38,530 it's intentional. Could they make more Labuboos? Yeah, they 156 00:09:38,530 --> 00:09:42,330 could, but they made an intentional decision to say, this is it. This 157 00:09:42,330 --> 00:09:45,330 is how many we're going to make, and then we're moving on to the next 158 00:09:45,330 --> 00:09:48,650 one. And so I ask you, how can you do that in your business? So, 159 00:09:48,650 --> 00:09:52,370 for example, recently I did a sale on one of 160 00:09:52,370 --> 00:09:56,170 my products that did really well. And it's because I 161 00:09:56,170 --> 00:09:59,490 just set the sale for four days. I'm doing a four day sale. This is 162 00:09:59,490 --> 00:10:02,230 the time that I'm doing selling. It made sense for me. Made sense for my 163 00:10:02,230 --> 00:10:05,830 content calendar. And like, technically, yeah, I could extend the 164 00:10:05,830 --> 00:10:09,470 sale or I could shorten it, but I think the reason that it worked is 165 00:10:09,470 --> 00:10:12,910 because it was the right product with the right amount of scarcity and the right 166 00:10:12,910 --> 00:10:16,430 amount of storytelling is my big inbox energy. By the way, 167 00:10:16,750 --> 00:10:20,510 Workshop, which is usually $97, I discounted it 168 00:10:20,510 --> 00:10:23,470 to what, like $17. And 169 00:10:24,190 --> 00:10:27,840 a bunch of people bought it because I set it as a limited time 170 00:10:27,840 --> 00:10:30,800 parameter. Especially in the summer when we don't want to be messing around with social 171 00:10:30,800 --> 00:10:34,080 media too much. It's like, okay, focus in on email. Right? 172 00:10:34,800 --> 00:10:38,080 Okay, so that's the second piece of this labubu phenomenon is like, scary tell 173 00:10:38,480 --> 00:10:42,080 storytelling and scarcity. And the first piece is like, 174 00:10:42,159 --> 00:10:45,920 own your weird. Okay, there are two more pieces to this. The. 175 00:10:46,000 --> 00:10:49,120 The third piece. Why I think this works 176 00:10:49,760 --> 00:10:53,100 is because it is almost 177 00:10:53,260 --> 00:10:57,100 maximalist in the way that this is presented. It's 178 00:10:57,100 --> 00:11:00,620 like chaos meets cute meets 179 00:11:00,620 --> 00:11:04,420 ugly in, like, a weird mix. I. I 180 00:11:04,420 --> 00:11:08,139 can't. I'm trying to figure out how to describe this, because I do 181 00:11:08,139 --> 00:11:11,940 feel like the aesthetic online right now, there's like, certain aesthetic 182 00:11:11,940 --> 00:11:15,100 buckets, right? And one of the aesthetics is, like, minimalist. 183 00:11:15,980 --> 00:11:19,260 Like beige neutrals, like clean girl 184 00:11:19,500 --> 00:11:22,210 coated. Okay, That's. That's an esthetic, 185 00:11:23,170 --> 00:11:27,010 and this is the opposite of that. I feel like this is, 186 00:11:27,010 --> 00:11:30,850 like, maximalist. Lots of colors, 187 00:11:30,850 --> 00:11:34,530 all of the things. And so I kind of 188 00:11:34,530 --> 00:11:38,290 feel like people are loving that. I know I am. And you may notice in 189 00:11:38,290 --> 00:11:42,130 my videos, I'm going to start going that way. I got, like, these two new 190 00:11:42,130 --> 00:11:45,850 bookshelves in my office, and I feel like 191 00:11:45,850 --> 00:11:48,770 that I like the brightness of it. I'm not the type of person to do, 192 00:11:48,770 --> 00:11:52,620 like, the neon lights behind me and like, the mood lighting like 193 00:11:52,620 --> 00:11:56,380 other YouTubers do. I like the brightness, but I want 194 00:11:56,380 --> 00:12:00,060 it to be colorful. So I'm thinking about, like, this wall behind 195 00:12:00,060 --> 00:12:03,820 me. How can I add, like, some artwork? Or I can do lights, 196 00:12:03,820 --> 00:12:07,660 but let's make it, like, super colorful. And even this rug, like, if y' 197 00:12:07,660 --> 00:12:10,740 all aren't watching the video, go over to my YouTube channel. But the rug 198 00:12:10,980 --> 00:12:14,420 underneath me, I want it. I want to switch it out for something, like, super 199 00:12:14,420 --> 00:12:17,900 vibrant. All the colors, like, I want all of the colors in a way that 200 00:12:17,900 --> 00:12:21,260 doesn't compete with me on the screen, right? So I feel like the boo boo 201 00:12:21,260 --> 00:12:25,060 is Going that way, it's like chaos meets cute. And it's not 202 00:12:25,060 --> 00:12:28,820 Instagram perfect. And I think people like that, right? And I will 203 00:12:28,820 --> 00:12:32,180 say this. The level of chaos still feels curated. 204 00:12:32,500 --> 00:12:36,300 Can we say, like, curated chaos? I love that. Curated chaos. 205 00:12:36,300 --> 00:12:39,980 It's like, there's definitely an aesthetic, but it's 206 00:12:39,980 --> 00:12:43,780 not the, like, beige aesthetic. And I think people 207 00:12:43,940 --> 00:12:47,670 like that, right? So as a small business owner and a 208 00:12:47,670 --> 00:12:51,350 brand and a content creator, and start thinking about defining your 209 00:12:51,350 --> 00:12:55,190 aesthetic, but knowing that your aesthetic doesn't have to be polished. I'll say 210 00:12:55,190 --> 00:12:59,030 that about mine, too. Like, when you're listening to this podcast, this is 211 00:12:59,030 --> 00:13:02,670 how I talk in real life. My husband 212 00:13:02,670 --> 00:13:06,350 calls it monologuing. And he does it, too. We 213 00:13:06,350 --> 00:13:10,110 were both talker. He does a radio station. I do 214 00:13:10,110 --> 00:13:13,770 a podcast. And so when we get into 215 00:13:13,770 --> 00:13:17,490 monologuing, this is just how I talk. Like, in real life. My friends can 216 00:13:17,490 --> 00:13:20,570 tell you, my husband can tell you this is just. This is just me, right? 217 00:13:21,530 --> 00:13:25,290 I don't talk perfectly. I have a lot of filler 218 00:13:25,290 --> 00:13:29,130 words. I lose my train of thought. I interrupt myself, I tell stories. But 219 00:13:29,130 --> 00:13:32,810 I think that's part of me, and I've just 220 00:13:32,810 --> 00:13:36,250 embraced it more and more over the years. If you go back, 221 00:13:36,490 --> 00:13:40,210 you know, 300 episodes ago, I was a little bit more buttoned up, a 222 00:13:40,210 --> 00:13:43,890 little bit more polished, because I thought that's what people wanted to hear. But the 223 00:13:43,890 --> 00:13:47,670 more I relaxed, the more people actually listen to what I'm trying to say. 224 00:13:47,910 --> 00:13:51,710 And so for me, too, it's a lot easier to create content, because literally 225 00:13:51,710 --> 00:13:55,550 all I posted that yesterday, and I sat down today to record this 226 00:13:55,550 --> 00:13:59,110 podcast about Labubu after going in my. Into my deep dive. Okay. And 227 00:13:59,110 --> 00:14:02,910 so it doesn't have to be perfect. I just need to show up and 228 00:14:02,910 --> 00:14:05,230 share the info, right? And so I want you to think about what that looks 229 00:14:05,230 --> 00:14:09,070 like for you. Maybe it's not a content calendar. Maybe it's 230 00:14:09,070 --> 00:14:12,760 knowing that you post better in real time. Or maybe it's 231 00:14:12,760 --> 00:14:16,600 not, you know, doing email marketing. Maybe, you know, you're better 232 00:14:16,600 --> 00:14:20,440 at podcasting. Or maybe it's not having studio lights and 233 00:14:20,440 --> 00:14:24,000 doing a big YouTube production. Maybe, you know, you're better at writing blog 234 00:14:24,000 --> 00:14:27,800 posts. Like, whatever it is, you don't have to follow the prescribed, 235 00:14:27,800 --> 00:14:31,600 like, do this, do that, do this marketing advice. You can choose what you 236 00:14:31,600 --> 00:14:34,920 want, and then your people will become obsessed with it. The next thing I want 237 00:14:34,920 --> 00:14:38,490 to say about this is. And Labubu. Is it. And Labubu. A 238 00:14:38,490 --> 00:14:42,290 Labubu. It's optional, baby. It's optional. Okay, 239 00:14:42,450 --> 00:14:45,570 I feel like this is a huge one because I used to work in the 240 00:14:45,570 --> 00:14:48,810 spa industry. I work in marketing. People keep saying you're the first thing to get 241 00:14:48,810 --> 00:14:52,170 cut when, you know, people aren't making money. Blah, blah, blah, blah. Y'. All. In 242 00:14:52,170 --> 00:14:55,250 this economy, people are spending money on the boo boos, okay? 243 00:14:55,730 --> 00:14:59,170 Why? Because it's tugging at their heart, 244 00:14:59,330 --> 00:15:03,090 not their head. Okay? People make buying decisions a 245 00:15:03,090 --> 00:15:05,970 lot of times with this guy right here, your heart. 246 00:15:07,030 --> 00:15:10,830 They feel the delight, I guess, of looking 247 00:15:10,830 --> 00:15:14,230 at these ugly little things. They feel the nostalgia. It 248 00:15:14,230 --> 00:15:17,990 feels, you know, it does. It feels like a Furby, a Beanie 249 00:15:17,990 --> 00:15:21,710 baby, whatever. So, like, the parents who are our age 250 00:15:21,710 --> 00:15:25,430 millennials now are buying these ugly little things for their kids 251 00:15:25,510 --> 00:15:28,310 because they want it or themselves because they want it. 252 00:15:29,350 --> 00:15:33,150 And they want it because they just want it. That's it. They want it because 253 00:15:33,150 --> 00:15:36,790 they want it. And I feel feel like sometimes we go too 254 00:15:36,790 --> 00:15:40,150 far in the marketing to try to orchestrate desire from people 255 00:15:40,790 --> 00:15:44,110 instead of figuring out what people want and then giving it to them. And I 256 00:15:44,110 --> 00:15:47,870 talk about this a lot with my mentees in the mentorship program where I talk 257 00:15:47,870 --> 00:15:51,230 to service providers, social media managers, web 258 00:15:51,230 --> 00:15:54,710 designers, Facebook ad strategists, marketers, 259 00:15:54,710 --> 00:15:57,870 right? Y' all are out here trying to 260 00:15:57,870 --> 00:16:01,430 orchestrate desire for your offer when desire already exists. 261 00:16:01,740 --> 00:16:04,780 Ain't nobody wants to write their own emails. They don't want to run their Facebook 262 00:16:04,780 --> 00:16:08,620 ads. They definitely don't want to post on Instagram. Okay? So, like, 263 00:16:09,100 --> 00:16:12,860 some of this is just showing up and allowing people to, 264 00:16:12,860 --> 00:16:16,060 like, see that you have it to offer and them going, phew, that's exactly what 265 00:16:16,060 --> 00:16:19,740 I wanted. Right? And they may not need it, but 266 00:16:19,740 --> 00:16:23,300 they want it and they want to buy it. Hey. And so I think that 267 00:16:23,300 --> 00:16:26,860 that's something that you have to acknowledge in the work that you do. 268 00:16:27,180 --> 00:16:30,870 It sometimes can be a hard pill to swallow, because as 269 00:16:30,870 --> 00:16:34,430 artists, we want people to, like, crave our stuff because of the 270 00:16:34,750 --> 00:16:38,470 deep intrinsic value, when at the end of the day, they just go, I 271 00:16:38,470 --> 00:16:42,230 like it. So I bought it. So I think that could work 272 00:16:42,230 --> 00:16:45,829 for any sort of industry. You 273 00:16:45,829 --> 00:16:49,630 know, people like something, they feel it in their heart, 274 00:16:49,790 --> 00:16:53,590 and then they buy it. It doesn't need to be a huge mental back 275 00:16:53,590 --> 00:16:57,330 and forth decision. Now, my reflection for 276 00:16:57,330 --> 00:17:01,010 you at the end of this episode is this. If 277 00:17:01,010 --> 00:17:04,210 you were to be Labubu, 278 00:17:05,730 --> 00:17:09,410 what would you be? Okay, if 279 00:17:09,410 --> 00:17:12,890 you were to be a Labubu, what would you be? What is your Labubu of 280 00:17:12,890 --> 00:17:16,530 your brand? Right? What is the thing that is a little bit weird 281 00:17:17,330 --> 00:17:20,650 it, you know, causes this obsession because of the 282 00:17:20,650 --> 00:17:24,490 storyline. It has scarcity built 283 00:17:24,490 --> 00:17:27,930 in. It's. It has its own esthetic that's not, you know, the 284 00:17:27,930 --> 00:17:31,650 Instagram minimalist, polished aesthetic, but it has an aesthetic and people 285 00:17:31,650 --> 00:17:34,930 just see it and they want to buy it. Right. What is that in your 286 00:17:34,930 --> 00:17:38,570 business? How can you create that or amplify that 287 00:17:38,570 --> 00:17:42,370 in your business? And this Labubu is 288 00:17:42,370 --> 00:17:46,050 a trend. I want to emphasize that, too. It's a trend. There will 289 00:17:46,050 --> 00:17:49,730 be another one. Just like Beanie Babies were a trend, Furbies were a 290 00:17:49,730 --> 00:17:53,290 trend. Cabbage Patch Dolls were a trend. Just because 291 00:17:53,290 --> 00:17:56,910 something's a trend doesn't mean you don't do it. Right. Fidget spinners, 292 00:17:56,910 --> 00:17:59,910 that's another one that was a trend. Just because it's a trend, it doesn't mean 293 00:17:59,910 --> 00:18:03,430 you don't do it. But if you have your ears and eyes open and you 294 00:18:03,430 --> 00:18:07,150 listen to what people are saying they want, and then you find a way 295 00:18:07,150 --> 00:18:10,670 to show up in that way, it can be very, very helpful for you to 296 00:18:10,670 --> 00:18:14,430 stay memorable with your story, to add in scarcity, 297 00:18:14,670 --> 00:18:18,190 to. To speak to people with their heart first, 298 00:18:18,430 --> 00:18:22,110 then their minds. I think it'd be such a powerful marketing strategy 299 00:18:22,110 --> 00:18:25,590 for business. So I'll give an example. An example that I give a lot of 300 00:18:25,590 --> 00:18:29,410 times when I talk idea, and it's 301 00:18:29,410 --> 00:18:33,210 the idea of a business that's a dog kennel of sorts, 302 00:18:33,210 --> 00:18:37,050 you know, a doggy daycare or overnight stay, doggy hotel, whatever word you want 303 00:18:37,050 --> 00:18:40,650 to use there. And a lot of times with marketing this type of business, 304 00:18:40,730 --> 00:18:44,210 you can market things like, you know, we take really good care of the 305 00:18:44,210 --> 00:18:48,010 dogs. We have, you know, X number of rooms, X number of staff members. 306 00:18:48,970 --> 00:18:52,490 But I have a dog, and for me and my 307 00:18:52,490 --> 00:18:56,140 dog, we need to know the benefits. Like, are they going to be 308 00:18:56,140 --> 00:18:58,860 cuddled? Are there doggy treats? 309 00:19:00,060 --> 00:19:03,820 Show me pictures of the dogs having a lot of fun and I'm sold. 310 00:19:03,820 --> 00:19:07,180 Right? Like, you don't necessarily need to be so technical 311 00:19:07,660 --> 00:19:11,380 in how you show that thing, because I will get to the 312 00:19:11,380 --> 00:19:14,660 technicalities later when I'm making the buying decision. But 313 00:19:14,660 --> 00:19:18,300 immediately, if you put a picture in my feed of a dog having a 314 00:19:18,380 --> 00:19:21,170 grand old time on, like, a giant stick stuffed 315 00:19:21,650 --> 00:19:25,410 couch playing with other dogs at your doggy daycare, I'm like, my dog 316 00:19:25,410 --> 00:19:29,170 needs to go there immediately. And so I feel like 317 00:19:29,250 --> 00:19:33,050 sometimes as the business owners, we get so technical and like, how we present 318 00:19:33,050 --> 00:19:36,610 our offer when we really need to speak to the heart first. 319 00:19:37,730 --> 00:19:41,490 All right, if you have a Labubu and you actually like it, please DM me 320 00:19:41,650 --> 00:19:45,490 on Instagram. I'm online. Drea, I need to know personally 321 00:19:45,490 --> 00:19:48,580 why you like it. I. I have a lot of reasons why people don't like 322 00:19:48,580 --> 00:19:52,020 them, but the more we talk about, the more they're selling. So I need to 323 00:19:52,020 --> 00:19:55,220 know, like, what is your personal obsession with it? 324 00:19:56,420 --> 00:19:59,820 And then stay tuned. I have more episodes, of course, coming at you every single 325 00:19:59,820 --> 00:20:02,740 Tuesday. Thank you so much for enjoying the show. If you really do like it, 326 00:20:02,900 --> 00:20:06,100 it helps out a lot if you have a five star rating on Spotify or 327 00:20:06,100 --> 00:20:08,740 Apple podcasts. I'll see you next week. Bye for now.