Episode 11: Building Trust with Authenticity and Rethinking Laundromats

01:05:40 | July 1st, 2022

Episode Transcript

Garrett: Welcome to episode 11 of the Original Marketing Podcast. Brady is getting better and better at clapping in our soundproofing.

Brady: Yeah, they won’t hear it though because that’s like-

Garrett: Kind of the point.

Brady: …Post production. But my clap was pretty strong, twoo in a row.

Garrett: Yeah, we’re learning. We’re like professional podcasters now. We say Camera speeds. Audio speed.

Brady: Camera speeds. We got noise reduction set up that you probably can’t see, but.

Garrett: If we do it good enough, you won’t even hear us. Well I’m excited Brady. I’ve been trying to sell something on Craigslist.

Brady: Yeah. What’re you selling? What’re you slinging these days?

Garrett: I’m selling a car but I wasn’t getting enough interest. So I might now bring into this show-

Brady: How to market your-

Garrett: …How I’m trying to get rid of my car because I’m not able to sell it right now and I’m actually having to maybe turn my marketing brain on a bit.

Brady: I mean maybe social ads?

Garrett: Social ads could work. So I’m selling a niche vehicle. I have a Six Speed Manual M2 Competition. I was an idiot. I bought two toy cars. A bit unpractical. What are you going to do? Right?

Brady: It’s usually not how it goes but.

Garrett: Yeah. Yeah. My daily is a Six Speed Manual M2 Competition. That’s entirely impractical. So got a truck, selling the BMW. Not a lot of buyers. Not a lot of buyers. I mean lowering the price. Obviously you lower the price enough. So I’m at that thing where the Carvanas that’ll pick it up? They’re offering me 56.

Brady: Okay.

Garrett: I’m trying to sell it for 62.

Brady: Okay.

Garrett: So still that delta. But I started selling it at like 68.

Brady: Yeah, yeah.

Garrett: I’m like a month in. I keep taking the grand off.

Brady: So from that Carvana is a pretty big gap.

Garrett: Yeah, so I’m a little stuck. So here’s some of the things I’ve been doing and it has helped. I’ll get more requests. I have average photos right now. Actually, scarlet, pull it up on the screen, open up a new tab and lets look at my car here and we’ll see what we might want to change, Brady.

Brady: I can help you out with that.

Garrett: Yeah, help me out.

Brady: I can help you out with photos.

Garrett: So go to Craigslist, BMW M2 Competition and… Okay, so Scarlet’s pulling this up right now. So some of the things I’m trying is I’m adding an eight to the end of the price instead of a nine.

Brady: Oh yeah, the charm pricing. We talked about that in episode one.

Garrett: Yep. And so I’m doing that. Oh there it is. Fifth over on the top. That one, I mean the photos. That’s my new better photo. See I couldn’t get the lighting right.

Brady: Yeah, I like what you’re doing with the wide angle but I don’t know about the first photo.

Garrett: That’s better bro. It used to be like one of these.

Brady: Yeah.

Garrett: I’m not a photographer. I need help.

Brady: I could maybe help out with the photos, see what that does.

Garrett: I don’t know maybe at the next podcast I bring it and you do some quick photos and you help me.

Brady: That’d be cool.

Garrett: Because I think I need help because the photos-

Brady: Yeah, no that’d be a fun project. I’d enjoy getting in like lightroom again.

Garrett: Yeah.

Brady: Doing some edits. Yeah.

Garrett: Because I’m objectively bad at it.

Brady: Yeah.

Garrett: Because I was doing it at night.

Brady: You’re not terrible. But even that, so-

Garrett: That one, I mean it’s so bad.

Brady: Well because when Scarlet looked it up there was a bunch of cars, right?

Garrett: Yeah.

Brady: And it did not stand out. Because it started with the wide angle distortion look on the car.

Garrett: I know. I never took any photos of the car either though, really.

Brady: Yeah.

Garrett: We could do a photo shoot. We could take to a good spot.

Brady: Because aren’t there features that make it the type it is. What makes it, I forgot what you said, the model it is.

Garrett: Okay, so it’s mostly a track car there. So it’s a track car that I’ve never tracked and it is spotless.

Brady: In a competition.

Garrett: Yeah, it’s a trim. So the competition’s the fast version of an already fast car. So if you were someone who’s like a car guy and you want to car guy, this is it. And it’s only got like 12, 000 miles. It’s a heck of a deal. But I’m really struggling. It’s like the cobbler who has no shoes. That’s me. I’m the marketer-

Brady: The cobbler has no shoes?

Garrett: I think that’s the thing. It’s a saying. It’s like a-

Brady: I’m thinking peach cobbler right now, in shoes.

Garrett: No, like a shoe cobbler. I think the cobblers on shoes, they do the bottoms. They do the soles. But then they have holes in their shoes. It’s kind of like the marketer who’s got a bad website. In my case, I’m not a photographer and I don’t think I can convince anyone.

Brady: No, that’d be fun. I think we could.

Garrett: What else should we do different though? I know it sounds bad, Brady, but here’s my logic. You do bad enough photos, you’re more trustworthy.

Brady: No, I see what you’re saying there.

Garrett: Because you’re like, oh I can finally get this from a private party. It’s a good price. There’s no dealership fees. So that was kind of the angle I took and why I kept it more like this. But it’s not moving. I think the recession isn’t helping because it’s a toy. It’s a not cheap toy.

Brady: Do you mind me asking how much you got it for?

Garrett: I can’t remember and I’ve purposely not looked.

Brady: Because I know you usually you move cars and you’ve profited on a lot of vehicles.

Garrett: I have one vehicle, if I sold I’d profit on. Most vehicles I don’t profit on.

Brady: Yeah. Last truck you did is what I remember.

Garrett: Yeah. The last truck actually I did. You’re right. So trucks are different. Trucks-

Brady: That’s what you did on.

Garrett: Truck I did well on. Tesla I did okay on. This car I have not done well on cause I bought it at the peak of the used car-

Brady: That’s true.

Garrett: Do you remember when that was?

Brady: Yes.

Garrett: So I bought it up there in the seventies. I paid 70 something for it. Okay. And I mean it’s only 12th, but I was the cheapest thing on the market. So I thought I was getting a deal and the market just bottomed out on the car game. Because now you can buy a new car. They have chips and stuff. This is when there was no chips. This was like, I bought this about a year-

Brady: And it’s still pretty crazy.

Garrett: …About a year ago.

Brady: My dad was looking to a suburban and he’s like, I don’t think it’s ever going to show up.

Garrett: So either they’re not going to show up or it’s like MSRP and there’s like 12,000 over that and you’re like, so I’m going to drive the car off the lot, that’s going to lose$ 25,000 in money. So I thought buy this used, I buy all my stuff used and I was like, okay, this will be great. I could do more copy so-

Brady: Yeah, that’s what I was thinking is like…

Garrett: I Know.

Brady: But the car guy knows the copy, right? Honestly the description saying it’s a Competition Manual Six Speed stock. Any guy who’s going to buy that-

Garrett: Never been tracked.

Brady: …Or girl.

Garrett: They already know what it is.

Brady: They know what it is. But it could help if you make them more… gets them more excited about it, even though they know what it is. It could be visually just appealing to see.

Garrett: Well what would you write to all… I’ve waxed lyrical on these because I thought it might work. I’ve written copy out of this world, got my butt kicked. Because I end up selling a lot of stuff on Craigslist that’s not exactly cheap and I get crushed when I try to write too good of copy. people think I’m being salesy. So usually what I found is really minimal copy, good photos.

Brady: It Only has 12, 000 miles?

Garrett: I know, dude. I’m telling you it’s got clean title, 12, 000 miles.

Brady: Honestly just park it outside of Newport Harbor High School, Dana Hills High School, maybe some of those private ones. And…

Garrett: Well there’s going to be some TikTok trend though about kids robbing M2 Competitions or something and I’m going to be a victim. This thing is going to show up in Tijuana.

Brady: Some rich high school kid is going to be like, Mom, dad I’m really into cars. I really want this.

Garrett: Well if you give this car to a high school or you might as well just-

Brady: Yeah, it’s actually kind of scary.

Garrett: … Schedulethe funeral.

Brady: Yeah. That’s scary.

Garrett: That’s sad. But this car, it’s like a bucking bronco. If you put it in sport mode the car will go crazy if you don’t know how to shift it or you don’t drive it hard enough.

Brady: When I was in high school, I was pushing my sister’s Chevy Equinox to the limits.

Garrett: Oh I bet. I heard Young Brady had some track in his blood.

Brady: Oh yeah, I still do.

Garrett: Really?

Brady: Dude, you should… Getting on the toll road, this Audi didn’t have a chance with my hybrid. No, she was getting so pissed. I was flooring it and obviously she was in a much faster car.

Garrett: But you made her like get in the-

Brady: But I got off the line quicker so I just would’ve been… She totally could have passed me.

Garrett: But you made it literally become a thing.

Brady: Yeah.

Garrett: I love that. Great job.

Brady: So I still got it in me. I loved-

Garrett: So we’re just going to do better photos. Oh, there is something I want to talk about too that a lot of people don’t think about selling vehicles and that’s walled gardens and it has everything to do with marketing. So walled gardens, when you sell something, I want in the case. So Craigslist is a walled garden. Craigslist doesn’t show up on Google.

Brady: Really?

Garrett: Yeah. So jigs up. Search M-

Brady: Well copy paste that description maybe.

Garrett: Yeah. Search a BMW M2 Competition for sale. Just like BMW M2 Competition for sale. Yeah. Now this is where it gets cool. So you won’t discover it. So what you have to do instead? See that, look at that. So what you got to do instead is you have to buy the Autotrader listing so that you get Google and then you got to do Facebook marketplace and Craigslist separate because you don’t get any Google search exposure on Facebook marketplace or on Craigslist. So I thought that was a good reminder as a marketer, whenever you’re selling something, go out in the wild. See what would happen if you were on Google searching for an M2 Competition for sale. And all of a sudden you realize, oh my god, my Craigslist ad doesn’t show up. My Facebook Marketplace doesn’t show up. And so that’s why you got to buy the Autotrader or the cars. com or something that shows up in the search engine. So now I’m on all of these and I’m on Facebook Marketplace and I’m on Craigslist. I feel like I have the distribution, but I’ve now had to renew the ads two or three times. I am struggling on this now. Now somebody’s offering me 61. I know. But then I say 61.5 and it’s yours. So I mean 500 bucks isn’t the end of the world for somebody. I’m struggling. I do have a 61.

Brady: You would hit them with the 61.5.

Garrett: Okay, look, I’m negotiating Brady.

Brady: I know.

Garrett: I got it for over 70.

Brady: I know.

Garrett: So this has been my struggle. I do think the better photos is kind of a problem.

Brady: Yeah. I think there’s improvement, right? Better photos, maybe the description.

Garrett: What would we write though?

Brady: What would you write?

Garrett: Tell close your eyes and imagine a world. the car your dreams, the woman of your dreams next to you. I mean what are we writing here?

Brady: I would just look it as, did they ever advertise this car? What year is it?

Garrett: 2021 dude.

Brady: Oh it’s a 2021.

Garrett: Yeah, this thing’s-

Brady: Okay. I wonder if they have ads for it or what features they use up on the site.

Garrett: Upload a video from BMW.

Brady: Well not necessarily that. It’s just the way they do specs on the site when they sold this. Just copy paste those specs at least.

Garrett: You see, I was going to say we could do something sick like burnouts or something, but then someone’s always beating up the car. So it goes against you on that kind-

Brady: Yeah, they’re going to hit you with 55k because I need new tires.

Garrett: Oh, I finally know what I should do. This is more time than I’ve thought about this by the way. We go to the BMW forums.

Brady: Yeah, that’s smart.

Garrett: We go to the BMW forums and we find the person in Orange County with the most followers and we DM them to see if they’ll put it on their story.

Brady: Yeah. I feel like getting in those forums I think in general could be…

Garrett: Yeah. Yeah. And I know what the forum, it’s called I think it’s Beamer World. I’ve been on the forums. I don’t know why I didn’t think about that. So yeah, the forums I’ve classified. And the other thing I was thinking about is a site called Bring Your Own Trailer, where it sells more like toy cars, more second cars, if that makes sense. Non daily driver type. Yeah, like Porsches, but bot current Porsches, more like expensive sports cars they sell on there and expensive trucks. Just like more collectable cars. People mostly just garage this car and take it to the track. It’s a monster.

Brady: Yeah. I wonder if any local tracks would let you-

Garrett: Advertise it at the track?

Brady: Sit it there for a weekend or have some type of advertisement flyer. It’s similar to the forum. Just try to find where the market’s at.

Garrett: However, what am I listing it for? 62, 998. So I would have to-

Brady: How’s your price compare? I didn’t look at prices when we-

Garrett: Oh, let’s see. Let’s see. yeah, Yeah, let’s go back. Let’s see if Scarlet can go back for us. So BMW M2 Competition. Let’s put the word competition at the end Scarlet. And then, let’s see. What category are you in? For sale?

Brady: 2017. How much is that one? They have it some stupid price.

Garrett: Oh it’s a-

Brady: 5 67.

Garrett: See there’s not even a ton of inventory.

Brady: So where’s yours?

Garrett: I think you have to go to under for sale. Under all go to boats. Or cars, sorry. Underneath all. Under the drop down top right or to the top left but on the far right.

Brady: Is M2 better than M3? Is that how they do it?

Garrett: No, it’s just a like a type, if that makes sense.

Brady: More racy than M3 is the M2?

Garrett: No just smaller. So it has two doors and it’s got the engine of the M4. So it’s that massive engine but in a tiny car.

Brady: Oh, I thought M3 was like AMG for-

Garrett: No, M2’s kind of like the track car you want. Like every YouTube channel makes a big deal. Yeah, there’s not even that many out there.

Brady: Yeah, it’s crazy.

Garrett: So that’s what I’m trying to explain. It’s a pretty niche vehicle. They only made a couple thousand I think when they produced it. Yeah,

Brady: Yeah, I like the forums.

Garrett: I might have to just be patient. I think you got to get into that world.

Brady: But that was going to be my other thing.

Garrett: The influencers and the forums.

Brady: I think photos might help. Other things might help, but I just think it’s something that takes time to sell. But then, I don’t know what’s happening with the market and cars to where it’s like-

Garrett: I know. And I’m trying to sell it before the new one drops. Because they didn’t do a 2022 of it. And I think they’re going to do a 2023. So I’m like-

Brady: That hasn’t dropped yet?

Garrett: No, it hasn’t.

Brady: Isn’t it like the season now for 2023 to come out?

Garrett: I think it is, but they weren’t able to produce them. So it’s that whole thing. So I appreciate the help. I think we just got to get some photos.

Brady: Let’s do some photos. That’d be fun.

Garrett: Step one. I love it. So advertising jealousy Brady.

Brady: Yeah. You want to start? You want me to start?

Garrett: You start.

Brady: All right. So this week, and we’ll pull up on the TV and for the YouTube you’ll see it full screen.

Garrett: Right. Should we watch it first?

Brady: Yeah, let’s watch it.

Garrett: Okay. We’re watching on the screen fan. All right, hit it Scott.

Speaker 3: Hello.

Garrett: It’s a classic.

Speaker 5: Hello. Wassup?

Speaker 3: Nothing B, just watching the game. Having a Bud. Wassup with you?

Speaker 5: Nothing. Watching the game, having a Bud.

Speaker 3: True, true.

Speaker 6: Whassup.

Speaker 5: Yo, Who’s that?

Speaker 3: Yo, pick up the phone.

Speaker 7: Hello?

Speaker 3: Wassup.

Speaker 7: Wassup. Yo, where’s Dukie?

Speaker 5: Yo Dukie. Yo pick up the phone.

Speaker 4: Yo.

Speaker 7: Wassup.

Speaker 4: Wassup.

Speaker 7: Hold on. Hello.

Speaker 8: Wassup.

Speaker 3: So wassup B?

Speaker 5: Watching the game, having a bud.

Speaker 3: True, True.

Brady: So this is just a classic.

Garrett: Well why is this such a classic?

Brady: And I feel like they don’t-

Garrett: It was a Superbowl drop, right?

Brady: It must have been a Super Bowl, but…

Garrett: It a Superbowl when we were younger.

Brady: They just don’t make it like that anymore.

Garrett: No, they, don’t.

Brady: There’s another one around wasabi. Not like a Budweiser. But I remember in a similar category.

Garrett: I like the ones where they would get the tongue and… The long tongue. That’s a thing there’s a-

Brady: Was it a gecko like thing?

Garrett: No, it’s a Budweiser commercial with… All right, look this up for us. Look this up for Budweiser. What’s the like Lizard?

Brady: A frog has a long tongue, but like a gecko might.

Garrett: Long tongue commercial. Let’s see.

Brady: I love searching this way.

Garrett: I know.

Brady: I love how it works.

Garrett: That one with the green, the Budweiser Frog commercial. Yeah. Yeah that one. This is one of the OG ones I remember from Budweiser. The green one.

Brady: Which one? Yeah, the second one.

Garrett: Yeah. 11 years ago.

Speaker 9: Bud. Bud. Wine. Bud. Bud. Wine. Bud. Bud. Wine. Bud. Bud. Wine.

Brady: So there’s a difference between the two and there’s a reason why I chose the first one, because…

Garrett: What’s the big difference?

Brady: Both of those commercials I just laughed out loud, which I don’t always do. And I feel like I would’ve done it… I don’t know how old I was when-

Garrett: It’s not just an act for the camera.

Brady: Yeah, no, that was legit. Even though mine, I watched obviously prior to this and for some reason watching it with other people, it was even funnier. That’s just how it goes.

Garrett: Wassup.

Brady: Yeah. Watching standup comedy on Netflix alone, I don’t laugh. If I’m with a group of buddies, I laugh and I’m sure if I’m seeing it live, it’s hilarious. But the reason why I chose mine was because, and you and I talked about this. Yeah, sure. It’s entertaining. Funny. But does it help sell Bud Light?

Garrett: It’s doing some priming, isn’t it?

Brady: And yeah, the priming was cool. And so what I want to call out is watching the game, drinking a Bud. They start with that and they end with that.

Garrett: And integrate it in the middle too. They said it probably five or six times.

Brady: Yeah, it was-

Garrett: That’s so cool.

Brady: So that’s one of those things where the goal of doing that is for someone to be watching a game and thinking that I should probably have a Bud Light right now.

Garrett: They never taught us that in school. What you’re really talking about is the power of association. It’s like climbing into your consumer’s head and connecting something you know that’s going to be going on. So obviously you don’t run that not during football season, right? So this is maybe during football season. You know there’s a bunch of people doing that exact scenario and you’re priming them for it.

Brady: And those guys were, I mean the one guy’s roommate came home, the other one was upstairs. The other guy seemed fully alone. I thought that was interesting is because they could prime it with like, Oh it’s a party, so yeah, we’re going to drink Bud Light. They’re getting people to think, yeah, I’m alone. I’m not at a party right now. People aren’t over, but I’m watching the game so it’s okay if I drink a Bud Light when maybe without that priming, they’d be like, I don’t need a beer right now. I’m just watching a game. So I really like that part of it. And then obviously wassup. I remember my cousins, I don’t know when this came out, maybe it was nineties, early two thousands. I just remember my family, my cousins would just always do that.

Garrett: Oh, we all did it. I don’t know why.

Brady: It was the funniest thing.

Garrett: We did.

Brady: Yeah.

Garrett: I loved the Frog one too. I don’t know how I remembered that one.

Brady: The frog one is so random.

Garrett: It’s great.

Brady: But yeah, it’s funny.

Garrett: I think there was more to the ad too. I think it got cut off a little bit.

Brady: Yeah, well it shows the bud and that neon logo. So it’s not like it had no association.

Garrett: Correct. But there is a weird association that I want to talk to you about when you think about it. Because remember when I told you off air that I had the ad but I couldn’t remember what it was. I now remember it was that Andy Sandberg and Snoop Dog Corona commercial.

Brady: I think Scarlet’s going to pull it up because I can recall Snoop Dog but-

Garrett: Andy Sandberg and Snoop Dog.

Brady: Is Andy Sandberg the guy that does music too?

Garrett: This guy, top. Yeah, that one. Cool.

Brady: Yeah. Yeah. Oh not an ad.

Garrett: We didn’t know you were such a peasant Scarlet. You don’t get the ad free one?

Brady: You making some swag, scarlet? Why are you going to cuss a mink ad?

Garrett: Scarlet made the show.

Speaker 10: A Corona and palm trees. A Corona and calm seas and a bomb breeze and some long knees strong like a tong squeeze. You’ll say aw geez, when I make your lawn freeze. Was that good? No. Oh. It was incredible… Oh… Ly bad. Oh. But this is so good.

Garrett: They do a whole set. There’s a bunch of these. Now, and I don’t remember which one, I didn’t see that one. But here’s my point to you. I want to get your take on it. You can’t drink a glass of-

Brady: Yeah, you can’t consume in the app, in the commercial or is that what you’re saying, or?

Garrett: No no no. So let me explain it. If you go to the beach, you’re not allowed to have glass. Now so we were talking about association because of how practical the previous, it was literally football, beer, sofa. What we do for a living. And this is doing association, but it’s like life’s a beach or find your beach or whatever.

Brady: You don’t need plans to drink is what I got from the last one.

Garrett: See to me it would be way better is if they had you stuck in the middle of a crappy town in a crappy situation in the middle of the city. And you want to close your eyes and you imagine yourself on the beach. That’s what I think they’re doing from an association is like you’re drinking a vacation. That to me is the association they’re doing. But I don’t know how well they pull it off. That’s what I was curious what you think about that. Because it’s more of a like ethereal association. It’s not a practical, it’s like it’s a conceptual association.

Brady: Yeah. I mean the intentions on them is stars. But I get what you’re saying. It would of been cool if it was a scene like that and then they ended up at a busy airport bar when they put the corona down.

Garrett: Correct. So then you could I think pull off the association of like you’re on vacation, you drink.

Brady: Yes. They’re daydreaming as it like they-

Garrett: That’s what this is. They’re trying to show you if you drink Corona, you’re on vacation. They’re making it like your casual backyard beer but without putting you in a backyard. So I don’t know. I just thought that was interesting.

Brady: Yeah. So what I thought you were saying, I don’t know if you know this, did you know cannot show the consumption of alcohol on TV in commercials? So any beer commercial, any alcohol commercial, they will not be consuming the beverage.

Garrett: No, I didn’t know that.

Brady: Yeah, it’s illegal.

Garrett: That’s kind of cool. I didn’t realize that. That makes it so much harder for them also as advertisers and creatives.

Brady: Yeah. Which I don’t know, it’s so weird because there’s then digital formats like YouTube sponsorships where you could be chugging beers the whole time. But on TV you can never consume alcohol as an alcoholic beverage commercial. So you’ll catch it now. You don’t really notice it, like we just watched qualified couple of them.

Garrett: No, it didn’t trigger, it didn’t click.

Brady: No one ever. No one ever drinks it. Which is kind of a challenge.

Garrett: It’s more product placement than it is product usage, right?

Brady: Yeah.

Garrett: Let’s talk product usage though. Because my ad’s kind of got some usage.

Brady: So I got one more thing about my ad.

Garrett: All right. My bad. I just didn’t realize. Let’s go back to you Brady.

Brady: I only had two to three things I want to say and I think this is relevant to the listeners.

Garrett: It’s all about you Brady.

Brady: I know, I know. We’ll get there.

Garrett: Right, what you got?

Brady: So what I thought was cool with the ad that could work well today is, I feel like on social media, if that ad was popular today, I would want to grab a Bud Light from the fridge just to send a photo to my friends and Snapchat or text and say” Watching the game, drinking a bud”. But back when they launched that, you can even see from the phones they’re using, social media wasn’t there yet. So I thought that’s something that stood out to me.

Garrett: I call BS on you.

Brady: What do you mean you going to take a Polaroid of it and mail it?

Garrett: No, not that part. I think if you recreate that as the social action you want, you’d think the ad’s corny. I think you’d be-

Brady: Well the ad wouldn’t show that. I just think that ad would cause people to do it without-

Garrett: Nah, you got to seed it Brady. Come on. You got to seed it.

Brady: It is seeded. It’s just a funny thing. I would want to do it.

Garrett: I know you would but I don’t know if we need more than Brady to do it. So how would you seed it without being corny is a good follow up.

Brady: I’m just saying that commercial today, I’m not saying change the commercial, but try to influence sending the photo. I just think that commercial today-

Garrett: You’d use it as a caption. What you’re saying is I’d use that line as a caption.

Brady: I would just run the same TV ad and I think it would get people to… How I like them saying, ” Watching the game, having a bud”. And that could influence people to grab one. I think now with social media, if that commercial was popular now and buzzing people would be like, Ah-

Garrett: But brands do this thing Brady-

Brady: …Just to send a photo.

Garrett: Yeah. And I know I get what you’re saying, but at the end of it they’ll do like a hashtag having a bud. And I don’t think it works necessarily. I think there is a way to pull what you’re saying off though. But I don’t know if you would get people to do what you think.

Brady: I don’t know man. I think they would. Just that same commercial if it was popular, I think it is just one of those things where it would influence people to be like, you know what, I’m going to grab a bud.

Garrett: I don’t think they’d say that. I think they’d say wassup.

Brady: Because I want to send a photo because it’s funny.

Garrett: Just like we did back then. Everybody just yelled wassup?

Brady: Or maybe they would grab a Bud, watch the game and then text wassup.

Garrett: They would all say wassup while they’re drinking Coors Light. See I think that’s the hard part too is, so here’s the other thing. Context of switching, we’re going down tangents, but it’s important today.

Brady: We’ll get to your ad. We’ll get to your ad.

Garrett: Yeah. One day we’ll see my ad. I’m a Coors Light guy. You could send me the funniest Bud Light thing in the world. I’ll share the commercial. I’ll talk about the show. But I will never ever, ever buy myself a Bud Light. The only way I buy a Bud Light is if they don’t have Coors Light on tap and I want a light beer and they’re like, we’ve only got Bud. I’m like all right. I don’t actually care but I will never choose it. So who are you marketing to?

Brady: But then you text your friend saying, watching the game, having a bud.

Garrett: Wassup? So here’s my question though. When you’re running these ads, because I’ve never done a beer ads or anything and I’ve never done consumer products, really. I’ve been a B2B advertiser. Trying to get people who buy Bud Light to buy more Bud Light. Are you trying to get people who have never tried a light beer and don’t have one of preference?

Brady: Yeah.

Garrett: That’s a pretty small percentage of people, right? Maybe you’re trying to get the 17, 16 year olds, the 20 year olds who are going to drink soon and now when they drink they’re going to want Bud because they like the commercial. I’m wondering, what’s the thing you’re trying to do? You’re trying to boost sales but from who?

Brady: Yeah. I mean there’s probably a pretty big market size of people who don’t have that preference on the light beer. I think it-

Garrett: You think so?

Brady: …Could switch people. They talk about the commercial. They do the wassup block.

Garrett: It doesn’t speak to women that well though. So it’s not like a wife is going out, saw this commercial, and is like I’m going to by my husband-

Brady: No, I would say that was a single guy. 21 to low thirties.

Garrett: My wife would find that to be just stupid and not that funny probably.

Brady: But maybe-

Garrett: But We think it’s hilarious.

Brady: …If your wife is grocery shopping and this commercial was popular and everyone’s going wassup-

Garrett: And then I was making the joke all the time. She would buy if for me.

Brady: And you keep saying, I can’t wait for the game on Sunday. And she’s like, I got some Bud Lights.

Garrett: Haven’t seen at the game drinking. You’re going to never let that. I love it Brady.

Brady: That’s just where my mind weigh, you know how I get with my opinions.

Garrett: I know dude. I do think everybody would just yell us up like they did before.

Brady: Yeah. But I think that watching the game, having a Bud could be a bit, but I don’t know how they’d run that commercial because they did use home phones the whole time and I don’t know how they would replicate it. So it’s more complicated than that.

Garrett: That’s sounds awesome. For brands to go back in time and recreate the most famous commercials with new tech. That would be clever too.

Brady: Yeah. Because I couldn’t really think on how to do it as clean in today’s world with cell phones. I just loved how the guy upstairs had a home phone. The guy in the kitchen got on line with a home phone. Sure you can do group calls but it just wouldn’t be that clean.

Garrett: You could partner with Apple and then do feature and 50 things.

Brady: It just wouldn’t.

Garrett: No, I know.

Brady: Even the Pixelation.

Garrett: There was. I know I saw it too. I was like man they used to have such bad quality.

Brady: Yeah. It was Box, the format was box or box TVs.

Garrett: No, I loved it. I loved it. Yeah, I think it does do to your poin., I think the subtle association of Bud and a game was brilliant. I think the wassup is the catchy part that made go viral.

Brady: Yeah, in between everyone’s-

Garrett: Yelling that.

Brady: That was funny.

Garrett: And then I don’t know if it always works like Corona like I was saying. I’m not sure that always works. And I’m curious when you’re a consumer goods product, like a Bud Light, that also has strong preference association, who you’re trying to drive the sales from. I think is an interesting concept of who. In this case I think it was a viral ad so it worked because of the wassup. But I’m always curious about that. Who is the person we’re trying to get to buy Bud Light?

Brady: Yeah, I think we could spend months just studying beer ads and trying to figure it out. The Coors Light train going through the snow. What does that do?

Garrett: Oh that reminded me of my favorite ad. I’ll do it next week. I’ll do a beer ad next week because I got a favorite one.

Brady: All right, let’s save it then.

Garrett: Yeah. Yeah. Okay, let’s look at this one though. So I like this one because it’s a customer doing the ad.

Brady: Okay. Did you get this as an ad on your Instagram?

Garrett: I did actually get it as an ad. I saved it. I wasn’t looking this up.

Brady: You know why we got it or you got is because we’ve been talking about chairs, the boat chair so much that you got an Instagram ad for the boat chair because they’re listening.

Garrett: Brady, don’t make me do this again. I saved this over a week ago. But it could have been when we did the furniture store.

Brady: It could have been us talking about the furniture store.

Garrett: All right. Let’s see.

Speaker 11: You spend so much time in a seated position in your shop and like what do we do? Buy like 20, 30 Amazon chairs in our lifetime that just break and wear out and the hydraulics wear out. This ain’t wearing out. This chair, you buy it once. You’re good, you’re done. You know what I mean? You don’t ever have to mess with it. You buy one chair, you’re comfortable. It has great support. It’s not frustrating. You know what I mean? It’s just worth its money. You buy good, you buy once.

Garrett: I love that last line. You buy good, you buy once.

Brady: I really liked it too because it got me thinking. I have a Costco chair for my office and it locks into the recline mode. I’ve already snapped right through that so it’s broken now.

Garrett: I have the same IKEA chairs from when I started this company.

Brady: God.

Garrett: That’s what I sit in.

Brady: At home?

Garrett: Yeah at home. I have one in here, I have one.

Brady: Oh my gosh.

Garrett: I know. I always feel bad spending.

Brady: See I just got a Costco one because I didn’t want to spend too much money and I turned my Ikea one into a footrest. I took off the back and I lowered it all the way.

Garrett: I never want to be the boss who has the nice stuff and then the employees don’t have the same stuff. That’s not how I’m wired.

Brady: All right M2 Comp.

Garrett: That’s my personal. That’s my personal.

Brady: I’m just messing.

Garrett: But when I’m doing my professional and it’s all from the same spot, I always feel like you never want to be better than. That’s kind of my mentality.

Brady: You, you’ve earned it.

Garrett: You think I can get a chair now?

Brady: I think you can get a chair.

Garrett: I still have the-

Brady: It’s more for your personal health.

Garrett: I get it. I always feel like you never earned it yet. Got to keep going. I don’t know when you’d ever feel like you earned it, but.

Brady: Well, and it’s just spending, for me it’s like financially I always want to feel poor and that’s how you save well and that’s how you build up long term wealth is just like you always feel-

Garrett: Stay a little poor. Stay humble, stay hungry.

Brady: Stay a little poor. And in the long term that works out well.

Garrett: But a poor man can’t afford that Viper chair. I think that thing’s expensive.

Brady: I’m sure it is, because-

Garrett: … Caption. Fora limited time. inaudible.

Brady: What are we thinking?

Garrett: Oh okay.

Brady: What are we thinking? Seven 50?

Garrett: I’m going to go 625. Those shop chairs, yeah.

Brady: This is some prices, right. Shit. So am I like in trouble for going over?

Garrett: I don’t know.

Brady: Okay. You’ve been-

Garrett: No I haven’t. I’m not kidding you. I really haven’t.

Brady: All right. Well now we’re at the point, we have to find that exact chair.

Garrett: I’m pretty darn close.

Brady: I mean it looks like that one right?

Garrett: No go down.

Brady: The one that is 625.

Garrett: I don’t think it is, no. Because that one has a back.

Brady: But he was installing the back.

Garrett: Oh was he installing-

Brady: At the end of the video. Yeah.

Garrett: Oh geez.

Brady: And I think it’s that chair. Damn.

Garrett: All right. Could we just little, you know-

Brady: No that’s good.

Garrett: Okay, thank you. We going to set a new little segment, price is right. I guess random prices.

Brady: I’m kind of bummed because I’m freakishly good at guessing prices and so I thought I was going to have my moment of then telling everyone I’m so good at it. But you totally took the cake there, so.

Garrett: Sorry about that.

Brady: That was really good. 6 25.

Garrett: I was just totally guessing.

Brady: You should have called out the discount. You should have said it’s probably full price 6 75 but I think it’s discounted at 6 25. Right?

Garrett: I’m not that good. I haven’t seen this before. But that’s not a cheap chair.

Brady: No it’s not. But that’s why I like the ad and that’s why I like the last line because it shows the difference of, would you, is Artisan in the right term or is that just food?

Garrett: Isn’t artisan craft kind of-

Brady: Like artisan products.

Garrett: Yeah, it’s a good product. You can see they have the exposed bolts and the materials look strong. Oh she’s clicking in. Let’s see that.

Brady: But he brought out the calling.

Garrett: Oh bro. They do upsells too.

Brady: Oh nice.

Garrett: They’ve got wheel locks for extra, tool tray, rubber guard. That chair looks sexy though. It does look hot like that, that is a perfect, that is the definition of a dream blue collar chair. You know what I mean?

Brady: But they sell the quality, which is cool. Because I think this category can often come across as just way overpriced. I get it. It’s a smaller business so they have to price this way. But the brand isn’t Gucci or anything crazy, like recognizable. So it puts you in a conundrum and who would buy-

Garrett: Yeah. Like what’s my social stock from buying this?

Brady: Yeah. So they really leaned in on the quality and you only need to buy one. I thought it was really good.

Garrett: They say the other guys, they said on Amazon. So I thought they had you buy 20 or 30 shares on Amazon. I thought they had a really good understanding of the persona, the pain and why their product isn’t overly priced or isn’t… It’s just there’s nothing sexy about the ad. I just think it’s a really well… I just saw it and I was like-

Brady: Well yeah bringing up Amazon-

Garrett: Yeah I thought it was just really good ad-

Brady: …Captures an insanely large market and hones them in on their very niche product.

Garrett: And what I loved about it too, if you think about it, when we do videos for our clients, because we do a lot of these types of videos too actually, ironically. But not consumer products, B2B ones. We finish the video with the company’s tagline, not the value prop of the product. And I think the last, go to that last line again Scarlet. They did such a good job finishing up the video because they wrap up the ad. I think you got to go back. Yeah. They wrap up the ad with-

Speaker 11: You spend so much time in a seated position in your shop and like what do we do? Buy like 20, 30 Amazon chairs in our lifetime that just break and wear out and the hydraulics wear out. This ain’t wearing out. This chair, you buy it once. You’re good, you’re done. You know what I mean? You don’t ever have to mess with it. You buy one chair, you’re comfortable. It has great support. It’s not frustrating. You know what I mean? It’s just worth its money. You buy good, you buy once.

Brady: Buy good, you buy once.

Garrett: And then at the end they did add their brand in their website but no big call to action. It just felt very authentic. And I didn’t feel like they’re BSing me. I don’t know. I just felt like, yeah, it makes sense. You buy good, you buy once.

Brady: They should make a barber chair. I feel like they’d be-

Garrett: Ooh. That’s a cool concept.

Brady: It’s pretty close market.

Garrett: It is actually. It really is. Well hey, that’s market this or that’s a no, no, no, not yet.

Brady: I know.

Garrett: Not yet. Not yet. Are we done? I got to remember the name of my own segments. That’s advertising jealousy.

Brady: Yep.

Garrett: Let’s talk about market this. But, Brady, there’s a bone that looks like you can’t stop chewing.

Brady: Yeah, I had to bring it up. Just even between clips there. And it’s all about social listening. We touched on it for five seconds in the last segment and you got my mind going.

Garrett: No Brady, they’re not listening to us. Have you come back to me with any proof?

Brady: I have the craziest one I have ever done.

Garrett: Prove it to me.

Brady: Okay. And if it’s not real then I’m kind of embarrassed for getting this ad. So remember when I mentioned the other week I went to Doheny to surf? And I hurt my foot. So this is when the listening started.

Garrett: Something happened to the bottom of your foot, right?

Brady: Yeah. I Stepped on a rock, opened up my foot. And I got out of the water and I’m with my buddy Riley and my wife is there. His wife is there. And we’re walking out and I’m still in my wetsuit. and Riley is like, or no, Lindsay was like, doesn’t he look skinny in that? Because she was like joking like.

Speaker 11: All black.

Brady: Yeah, it’s all black, it’s tight.

Garrett: She’s got you stuffed in there like a sausage.

Brady: I was like, yeah, you should just wear that every day or something like that. And I said something like, Oh no, don’t worry, I have my girdle on under this.

Garrett: No, no Brady.

Brady: The next day.

Garrett: No they didn’t.

Brady: I get an Instagram story.

Garrett: You didn’t get a girdle ad.

Brady: Of a man girdle on Instagram. I think I DM’d it to him.

Garrett: Geez.

Brady: Let me try to find it.

Garrett: Dude.

Brady: It was-

Garrett: Brett.

Brady: Yeah.

Garrett: We all know you’re constantly Googling girdles though. That’s like girls will tell yoga pants. They make those for men now. So these guys are tucking their bellies in?.

Brady: Well have to throw it up in post production, but-

Garrett: Its high wasted.

Brady: It’s called Get Core Wear and the ad-

Garrett: Show it to the producers.

Brady: The first seconds of the ad is exactly what I-

Garrett: Watch him put his gut in the high wasted yoga pants.

Speaker 12: I got that ad.

Brady: I mean it was maybe the night of. I DM’d my buddy September 2nd. I just got this ad, crying face and he says, You’re kidding.

Garrett: The only way now for your sake, I hope to God-

Brady: That’s what I’m saying. I hope it’s social listening or else-

Garrett: If they’re just hitting you up due to targeting and you’ve somehow fit the man girdle persona.

Brady: Well I haven’t searched man girdle in six months, so it’s just crazy that this came up. They must be listening. I haven’t been in the market for a man girdle in a while.

Garrett: There’s nothing more humiliating than you’re like ICP of the man girdle.

Brady: Dude, I lost my mind. You know I’m not searching fitness online. You know I’m not training algorithms for fitness. Okay, so we had a whole conversation, it was a bit back and forth with my buddy in front of our wives about how my wetsuit makes me look skinny. And I hopped on that and saidI’m wearing my man girdle under it.

Garrett: And now if I get a man girdle ad too, now.

Brady: But you’ve been talking or working out, you have a trainer so maybe the man-

Garrett: That’s true, Brady. I have been getting very fit.

Brady: You’ve been getting ripped. And so maybe you’re now in that targeting verse and get hit with a man girdle, just in case you want to give up. You’re just like, I’ll quit working out. I can get a man girdle. Yeah, dude I lost it.

Garrett: How hilarious. And simultaneously concerning if-

Brady: Oh yeah, it’s equal. If they’re not listening then I guess that’s the demographic I’m in.

Garrett: I love it. All right. Market this. Yeah, I could just talk about-

Brady: The muffin tops not too bad.

Garrett: We could just do this forever. All right. So market this laundromat.

Brady: Like good old laundromat.

Garrett: Are you ready?

Brady: Yeah. You’re just speaking my language.

Garrett: So here’s how I-

Brady: The car washes, the laundromats, vending machines, just these.

Garrett: Brady is allergic to hiring employees that do labor. So I know the kind of businesses Brady gets excited about. So we were at lunch today prepping for this and I was just, laundromat and immediately you could see the eyes light up.

Brady: Yeah. I mean I follow-

Garrett: Anything that you could theoretically launder money with quite easily is Brady’s type of business.

Brady: Okay. Let’s not get into why I want to do these things. No, I follow a lot of finance pages, entrepreneur pages on social media.

Garrett: Do you like the get rich quick influencers?

Brady: No.

Garrett: Because that’s kind of the same people who do this.

Brady: No, that does fall into it a hundred percent. But I just like all the passive income ideas and laundromats one of them, car wash, even owning like a couple vending machines and it costs a thousand bucks to buy your first one. And they just go through those business models and it’s really cool.

Garrett: I call the guy. You might like this.

Brady: Okay.

Garrett: Yo scarlet. We on social media over here. What’s going on? I’m just kidding.

Brady: I mean she was taking behind the scenes shots for the podcast.

Garrett: I mean, of course. Oh good. Okay.

Brady: So technically yes.

Garrett: Go to Biz Buy and Sell and then we’ll-

Brady: Oh yeah, you were telling me about this.

Garrett: Yeah. We’re going to pull up a laundromat today and let’s go off Biz Buy and sell and let’s see if we can actually use real businesses as our starting spot.

Brady: Okay.

Garrett: Do you get what I’m saying?

Brady: Yeah, yeah.

Garrett: So we go to Biz Buy and Sell and then let’s search a laundry mat. So buy a business and then search. Yeah. And I’ll put in there for a Scarlet Laundromat.

Brady: Drive through Cash Cow. And it’s a burger. It’s a great headline.

Garrett: Laundromat is a point. Laundry. There we go.

Brady: There we go. Get that first one. 2 99. Oh, how about the lower one? 50,000.

Garrett: 12,000 a month in cash. Look at this. We’re balling out here. Go to 2 99. Let’s get this one. This is in Atwater.

Brady: I’ve never heard of that place. Where the heck is that? Scroll down for me on the map. I just want to see where Atwater is. It’s California. Oh.

Garrett: I seen Merced Falls. I’ve heard of that. Zoom out for us Scarlet. Let me see where we are.

Brady: Zoom out. I can’t read anything.

Garrett: Oh yeah, she’s like literally staring at the smallest. I’m like is she blind? Because the HDMI made her screen like-

Brady: So Modesto, north of Fresno between Modesto and Fresno.

Garrett: So we’re in a great area. So if we go up, do we have any other photos? Can we click the photos? I want to see what we looking at here. Is that on the right?

Brady: It’s cool how they have the cash flow-.

Garrett: Scarlet. You got to click the arrow. There’s an arrow on there that you can’t see.

Brady: There, its on the edge.

Garrett: There it is. There we go. Okay.

Brady: That directional design on the form got her.

Garrett: It did.

Brady: That was good. I like that. I love seeing that in the wild. That makes me happy.

Garrett: Okay, so we’ve got classic strip ball next to a Ralph’s it looks like type place. We got two benches, laundry, plastic chairs.

Brady: Nice.

Garrett: No employees in sight. Brady’s favorite business.

Brady: Love it.

Garrett: Okay, a little running water.

Brady: Coin day. Collecting the coin day. Like that day where you collect your coins has got to be so satisfying. Just buckets of coins. There’s buckets of coins.

Garrett: And when the coins drop into the bucket, just the…

Brady: Well I think you take out this tray. And you dump it in.

Garrett: So this is it, right. So we’re looking at rents 3, 600 bucks a month and we’re cash flowing at 12, 000. I mean already.

Brady: Is that an monthly cash flow?

Garrett: Yeah.

Brady: Okay.

Garrett: Gross revenues one 20. So you take the 12 times. Yeah. I mean it’s got to be, yeah, monthly cash. Yeah. So inventory 250,000. So that’s a deduction. So you can write off the assets.

Brady: A little over two years is when you start profiting from the investment essentially. Buying it for 300k.

Garrett: Yeah, give or take. You could probably cash flow pretty quickly. Now the question for today then obviously is, how do we cash flow quicker and make this thing the best coin? How do we make it? Remember because marketing is about products and understanding what consumers want and we help them accomplish a better outcome. What’s the outcome you want? Dry clothes. Clean, dry clothes quickly and probably close to your house, right?

Brady: Yeah. I wonder what the competition looks like, how much you have to compete with nearby laundromats. Because if that’s the case, I’d be like, okay, what do I have in there so that the kids say I want to go to this one. Right, because likely your kids are with you when you’re doing this. And I’m also trying to think, do you market it in a way where, like I have a washer and dryer in my house and there’s a laundromat down the street. Is there any way to get me to use the laundromat? Because my machines are old. One of them is my wife’s grampa’s, and it’s like that bad teeth yellow is the color of it. It’s super small. And so I need to get new ones. Is there a universe where the laundromat is marketed and done so well? Where I say lets not get new machines?

Garrett: I used to go to laundromat all the time.

Brady: In?

Garrett: In Asuza.

Brady: In college?

Garrett: In Asuzu in college. Yeah. I would go to the laundromat. I actually got my girlfriend, now my wife, to do my laundry because everything got stolen. It was the greatest day of my life. I lost all my clothes but-

Brady: But at the laundromat?

Garrett: I think it was the last time I had to do consistent laundry because she just was like, we’re not going to get your clothes stolen anymore and she took over. Greatest day of my life actually.

Brady: They stole it from the laundromat?

Garrett: Yeah, I got-

Brady: All right. So we get a security guard.

Garrett: That part’s important. It’s really easy to get your clothes stolen.

Brady: I didn’t know that.

Garrett: Well, I don’t like to sit there for the whole time. So I left, came back, clothes are gone.

Brady: Geez.

Garrett: So it is easy your stuff jacked. So I think we should have something on security now. I had a couple ideas though that are a little unique. I think one of the ways, anytime I have something, I always like to have a premium offering. What if we bought the, keep getting more photos for me Scarlet, keep going, keep going. I want to go to the outside of it. There. What if we bought the unit next to it and we made that a dry cleaner. Now that, see what I’m saying? Because then essentially people could go from coin laundry, but they would have maybe three or four items that they wouldn’t want to put in there. Even if you didn’t have access to a washer and dryer machine, that doesn’t mean you don’t have a suit that you need to dry clean.

Brady: Yeah, I mean especially-

Garrett: You see what I’m saying?

Brady: … If you’re inthe city too. There’s laundromats where people, they don’t have laundry machines. Even though maybe they could. And then there’s laundromats where different income brackets yet they just live in New York, or…

Garrett: A lot of people take the bus or they walk. So imagine if you get your dry cleaning and your laundry-

Brady: I like that.

Garrett: Done at the same time. I think that could work.

Brady: Yeah. So it’s funny. They have those two little whatever they are, merry go round toys. So that’s what they do to make the kids want to go there. But I think you could do better.

Garrett: What else could you do for time wasting? What else could we do for entertainment? So let’s talk entertainment.

Brady: So the time is interesting. It’s like, do you do it in a way where it’s done so well? Someone is just like, yeah, I love sitting there for an hour 20. Because that’s-

Garrett: Okay. So why would you like sitting anywhere for an hour? What’s an experience that you had where you’re waiting, let’s say doctor’s office, dentist office, orthodontist, Disney. No. Where have you waited for an hour and a half? I just remember being a 16 year old boy at Six Flags and that other guys had girlfriends. They’d be making out in line the whole time. Then I’m by myself for two hours and I was like, I need a girlfriend. You know what I mean? I’m trying to think of where are those moments? Were you ever been in a good situation waiting for the thing you wanted for an hour and a half?

Brady: Well now it’s tough to compete with cell phones. So I’d say having chargers there. Having wifi.

Garrett: Legit wifi.

Brady: Legit wifi so you can stream. Right. I’d be curious if in flight entertainment, if there’s any way to, because maybe they don’t have a Netflix account, right? So is there a way to even give them streaming options and movies?

Garrett: So think of it more like a barbershop. If you still go to the barbershop and you go into a barbershop and not a salon, like a barbershop. My guys have two TVs and they’re always playing movies from. I watched, what’s the one with Nick Cage on the plane with the inmates? Con air. Have you ever seen Con Air?

Brady: I’ve never seen Con Air.

Garrett: Great film if you haven’t seen it. But my barbershop always is playing stuff.

Brady: Stuff like that.

Garrett: Like that. Yeah. And I always get halfway into the movie because I show up and then I’m hooked, but I haven’t seen the first half. So I go home and I watch the first half.

Brady: So you’re like, no, I want a little shorter. No, no, no. Just a little bit shorter. Ah, you’re super close. But can you keep working on the hair?

Garrett: Exactly. So what else do barbershops do now? They always offer you a beer, which is…

Brady: Yeah.

Garrett: So I’m not saying we turn our laundromat into a barber shop, but it’s not the worst idea. You could get a haircut. We could have one chair.

Brady: Yeah, have a haircut in there.

Garrett: Dude, if you had a barber in there that actually, I know it sounds crazy, but it’s not the worst idea because-

Brady: Even for the kids too, like-

Garrett: The one in Asuzu on Adams or whatever, right next to my house where I’d walk where that pool hall was and there was a gym in that center. They used to have a barbershop and a laundromat next to each other and I would get my haircut while my laundry was going.

Brady: And that’s a cool way to rent out a portion of your space to a local barber.

Garrett: Oh, now we’re making rental. We’re like Best Buys.

Brady: Yeah, I love that stuff. But my new pizza guy in San Juan, he’s like in this corner of the bakery section in a Mexican restaurant and he has 10 of these, he does Detroit style, so they’re these mini ovens he has set up and you just text him your order, you go in. He has this little corner of the bakery set. It’s insane. It’s so good.

Garrett: What’s it called?

Brady: Lunita’s. Lunita’s Pizza. Detroit style.

Garrett: Lunita from Detroit.

Brady: He’s got pepperoni cups and he’s got flat pepperonis. It’s Detroit. It’s so good. He has a habanero honey he makes.

Garrett: I like that. So we’re going to treat our laundromat like we’re a Best Buy and we’re renting out space-

Brady: Yeah, renting out a couple spaces. Because that helps kill the time. Let’s have some options.

Garrett: Yeah, we need some. What can you do in an hour to kill time? You could have a lady’s chair in there and a men’s chair in there so you can get ladies hair done. Men’s hair done. And then a small one for the kids. What else?

Brady: I was thinking in terms of premium, if there’s a folding service.

Garrett: We don’t want any employees having to be at the facility though, correct?

Brady: I mean that’s ideal but I don’t know if like-

Garrett: Maybe one employee and we could charge a premium, some up charge for some stuff.

Brady: Yeah. It just all depends on the time it takes to fold and still getting the price competitive for folding. So I don’t know.

Garrett: Oh, charge for folding?

Brady: Yeah, charge for folding. So it would require an employee.

Garrett: We could charge for premium detergent because a lot of these places just have detergent and maybe dryer towels.

Brady: Yeah. Scented. Right. Which I don’t even think your cost goes up too much, but you can give those options of scented like, Oh I love the smell of the detergent at this mat so I’m going to go there.

Garrett: I like the margins on coffee. So I do think you could rent out a corner of it to a coffee shop.

Brady: Yeah.

Garrett: Now, they don’t normally put coin laundries in high net worth areas because people have enough money. Usually buy their own laundry at washer like dryer. I don’t know. Now that I’m married, I would say that’s the non- negotiable for my wife. I don’t think she would ever drive somewhere to do her laundry. I mean she would never.

Brady: Yeah.

Garrett: Now I had no problem with it because I’m just a Neanderthal. So it’s going to usually be people who live in apartments. So I think if we were to buy one, we would want to do a survey of how many rental units were within a one mile radius. Because I bet you people don’t go further than a mile or so for their laundry.

Brady: Yeah. I mean this is all, I think if we get deep into the strategy, we have to know exactly where it is.

Garrett: Yeah. Correct.

Brady: Right. Because this one just from the looks of it, strip mall north of Fresno, that is a way different strategy than San Francisco or New York.

Garrett: Or Orange County.

Brady: Yeah, or Orange County.

Garrett: Yeah. I think we have to obviously design it for the area. I do think we’d want to make sure there’s a cornerstone tenant. So I would love to have a coin laundry next to a super Walmart, a super target. A good Ralphs or a good Vons or a good Stater Brothers. Maybe even a Trader Joe’s. I think we would want someone though that fills the parking lot. Because theoretically they don’t have to be with us. They could go essentially drop their laundry off, go do all their shopping and come pick up their laundry.

Brady: Movie theater. So do you do a load transfer service from washer to dryer so you don’t have to leave Walmart or the movie to move it?

Garrett: Do you think there’s machines yet that do it automatically? What if you could put it-

Brady: I mean that would be, I was thinking that I’ve never seen one, but it can’t be that crazy to invent.

Garrett: So what if you inverse washer and dryers? You know how washer is always on the bottom, dryers on the top. What if you put the washer on the top and when it was done it just opened and it fell to the dryer.

Brady: Yeah.

Garrett: I mean now we’re inventing new machines. But that would be sick.

Brady: Now we’re selling to every laundromat in the US.

Garrett: We went from being the laundromat to being the machines in the laundromat. It’s pretty good Brady.

Brady: And there’s only a specific type of detergent that works in these machines and we own the patents. That’s where you’re making the money. Consumables baby.

Garrett: Yeah, you’re on your Tim Cook right there, bro. You’re on your Apple. These are the-

Brady: Consumable stuff is crazy.

Garrett: I do think, yeah we should. It’s like the K cups, right? It’s not just a machine. It’s also the fact that-

Brady: Well that was my first job out of college was in that medical skincare device company and they sold these machines for 20 grand. But the machines, they used these fluids, the treatment is all running off of these fluids that cost-

Garrett: They develop their own chemical or something.

Brady: …250 bucks a pack. They’re all patented formulas. That’s where the money was at.

Garrett: Was in the patented formula. So we could patent-

Brady: Well and that only plugs into their machine. And so-

Garrett: We could patent our own detergent.

Brady: Yeah.

Garrett: Fully organic, non smell, non- stick, like vegan, whatever the heck we’re saying is vegan.

Brady: It’s so funny when you see the products that say vegan-

Garrett: And they’re not edible.

Brady: It’s like who puts animal products in this product? It makes you very concerned for a moment, like wait-

Garrett: You bought this microphone as vegan, You’re like wait a second time out. How else-

Brady: Is this ivory?

Garrett: No, it’s such a good point. But I do think being by a mall, a corner outlet a movie theater, obviously if we had machines that could do wash on the top drop down the dryer own formula, that’s great. What about if we sold cards and you could only use our laundry with a card and then we had minimums on the fill. So that’s almost like the gift card game. So essentially we would have a $ 10 minimum and the machines are maybe each two 50. And so-

Brady: Yeah, the whole preloaded card thing is interesting-

Garrett: Correct.

Brady: …Like on the phone.

Garrett: We would make the money. We would have more revenue than usage. So it’d create cash.

Brady: Yeah. Because I don’t know if you know like Starbucks.

Garrett: Oh yeah, I heard they have like-

Brady: A billion.

Garrett: I was going to say trillions but yeah, a billion.

Brady: They have a billion in their bank because you have to upload 25 bucks at a time-

Garrett: God bless our grandmothers, yeah.

Brady: …In the app.

Garrett: Yeah. You know what I mean? You get that gift card from grandma. Just the$ 25 Starbucks gift card.

Brady: Yeah. They’re always cool. They’re always themed. And when we go to Hawaii, my mom always likes getting the gift card from the Starbucks in Hawaii. She gives it to her best friend as a gift.

Garrett: See what I’m talking about? You know-

Brady: Yeah they do give with those gift cards.

Garrett: Oh so you’re saying when you upload an amount-

Brady: So in the app, the minimum in app, because I order online and I pick it up and so whenever-

Garrett: I was wondering who was keeping them in business.

Brady: …You run out of money. Whenever you run out of money, their cold brew is actually pretty good. When you run out of money it says upload 25 bucks at a time. And so Starbucks has a billion dollars of their customer’s money sitting there. And they use that money for investments.

Garrett: It’s probably in money markets and mutual funds.

Brady: So it’s just like a bank without the bank regulations. Because banks can only use 60 whatever percent of the money in the bank for-

Garrett: It’s free money.

Brady: Yeah.

Garrett: We need that for our laundromat.

Brady: So we’d have to own a lot for that to be useful. But that’s the interesting side of doing the pre- loaded cards, is that-

Garrett: You met me? If this laundromat thing works.

Brady: I know, we ain’t just doing one.

Garrett: If this laundromat thing works, I mean.

Brady: So how would you advertise it? Are we talking local social ads? Obviously geofenced social.

Garrett: Correct. So I would go geofenced meta. Now I’m not an expert in local meta advertising anymore. We used to be a lot better at it when we did all the… You and I literally started only doing this for a living. Our clients were essentially$ 200 a month laundromats. I mean we were doing it for-

Brady: Yeah, a lot of local services, local businesses.

Garrett: So I would want to figure out people that had a certain level of income and be less than that. So I would go low income renters. I would try to make sure they did not own a home, that they were a renter. And so as long as I could identify renters within what, a one mile radius at first, I would just keep it tight. Little geofenced one mile radius renters between what, 18 to 50? Something like that. You don’t want to get too many old new customers. No offense to old people but they don’t last as long. You’re going to get the customers. Maybe large families, large households because then they’ll use more machines. So I would maybe go, if there’s a way to target families with more than four kids. So low income families that are renting with lots of children. It’s probably kind of your dream customer for a coin laundromat, right.

Brady: Yeah. And if we do use cards, I do think doing even direct mail and having a free wash preloaded on the card. So you mail out the cards and then-

Garrett: Oh I like that.

Brady: Maybe in the mat it’s like a machine like Dave& Buster’s, you know how you just add the money to your card for points or-

Garrett: How do we get them to open the direct mail? Because I think the concept’s good once they know about it, right. If I was-

Brady: Yeah. Free wash inside, or…

Garrett: I would’ve done that back when I was doing coin laundries.

Brady: Yeah. Because I think it’s just getting people in and then we have to have the experience good enough for them to come back, right?

Garrett: It’s such a low bar though, Brady. We would, all honestly, all we’d have to do is care the slightest. We would just, if you’ve ever been to a laundromat, the bar is so low. Look at Papa Murphy’s. Remember how I didn’t know what Papa Murphy’s was.

Brady: Yeah, I learned about that too. Yeah, it’s like take home frozen pizza.

Garrett: It’s like Caesars, it’s like Little Caesars-

Brady: But frozen.

Garrett: But frozen. You bake it at home. Which I don’t understand why-

Brady: DiGiorno.

Garrett: Exactly. And the goal is inaudible

Brady: And person who brought it up isn’t here to defend himself, so let’s not get too into talking crap on Papa Murphy’s.

Garrett: That’s true. He does care about his Papa Murphy’s.

Brady: But I think you and I would be on the same page.

Garrett: Completely the same page.

Brady: But yeah, I think-

Garrett: Low bar.

Brady: Yeah, low bar.

Garrett: We clean it once a day. I mean if you even clean the laundromat once a day, it’s the cleanest laundry.

Brady: And there’s just a lot of psychology. I think you want people to feel good because I do think whether it’s conscious every time or not, if you’re going to a laundromat, you probably wish you had a really nice washer and dryer at your house. And so how do you get people to think about that less in their experience? I love thinking about the high level drive of the brand and marketing. I’d say that’s one, is like how do you reduce those thoughts of wishing-

Garrett: Just some good signage.

Brady: …You have a nice set at home.

Garrett: Good signage. Good paint. Good flooring. We should make it, you know when walk into Vegas and they have extra oxygen and it kind of smells good.

Brady: Yeah.

Garrett: That would be cool if you walked in and it had its own smell and it was like… None of them have air conditioning.

Brady: I’m sure they smell good.

Garrett: Yeah, probably actually.

Brady: I like the smell… Ours is in the garage, so.

Garrett: But not a lot of air conditioning in these. They get cheap. What they see.

Brady: Well there’s nothing in them. That’s the thing. The one by my house, which my parents back in the day, their washer broke and stuff, and so my dad and I would go. And it’s just machines. And even the photos of this one, it’s machines and plastic chairs, like no bar.

Garrett: Honestly, if you would invest$ 25,000 into just the facility, I think you’d have something special. I did have an idea though to get them in there. We could get a food truck if we had access to our own spots. A lot of times when you buy something here, you get a couple spots.

Brady: Yeah. I never know if those signs are legit. This is only for the dry cleaning place. It’s like, did the store owner just put that out there or did the-

Garrett: No, the owner does that. But see that row on the left, I think we could totally put a food truck, let a food truck be right there. That would be great. Like a little taco kind of truck kind of thing. I feel like anything we could do to make going to the laundromat an enjoyable experience. The bar so low that anything that makes it enjoyable… Maybe the dry cleaner next to it like we talked about. Better chairs, televisions that worked, fast wifi, maybe a couple working areas. Like when you go to an airport and you know how they have those desks areas, so you could do your homework. Fast wifi-

Brady: Yeah and the built in charging cords.

Garrett: Built in charging.

Brady: I think you could take an inspiration from airports is a great example.

Garrett: Yeah, it is.

Brady: You have to wait there.

Garrett: Yep. You have to wait.

Brady: Rory Sutherland talks about it a ton. It’s not the time people are concerned with, it’s how the time is spent. So the airlines who make sure you wait in your seat until it’s your turn, they have a better customer experience than the people who just let everyone stand up.

Garrett: Like Southwest.

Brady: And now you’re just standing up waiting. And that’s what people don’t like is the frustration of, I’m just standing, when am I going to be called? Versus sitting in your comfortable chair and when your time is up you get to walk straight onto the plane. So it’s the same amount of time, it’s just experienced differently. So I think airports is a great inspiration. I’m trying to think, what other places that have done well?

Garrett: I don’t know. But isn’t it a fun way of thinking? You could put$300,000 into the market or you could put$ 300,000 into a laundromat.

Brady: Yeah, no, that’s why I love these…

Garrett: It’s so cool.

Brady: …These businesses. And I like the site, how it has the cash flow and the gross revenue.

Garrett: Yeah, have you seen this before?

Brady: You told me about it. I haven’t gone on it yet.

Garrett: It’s cool, right? Sometimes if I’m just wanting to just chill and-

Brady: It just get your mind turning too.

Brady: It’s

Brady: healthy things to think about. Is business models and revenue and-

Garrett: Fiscal payback period. So that my friends, it’s how we would do a laundromat. It’d be fun.

Brady: All right? We’re going to own a strip mall one day.

Garrett: A strip mall-

Brady: It’s going to have a car wash, a laundromat, dry cleaning-

Garrett: And a furniture store.

Brady: By the end of this year, let’s fill out the strip mall with-

Garrett: Yeah, we’ll fill out the strip mall with all our ideas.

Brady: That’ll be the goal.

Garrett: I love it. Well that’s episode 11. Thanks for hanging out with us.

Brady: Thanks for listening.

Garrett: Subscribe. Ring the bell, get notified. Leave five stars. Unsubscribe. Leave five stars again. Whatever you can do to help us out.

Brady: And this is our first time with the tv, so hopefully post production, you all can get far more like visuals and checkout what we’re checking out because it’s the first TV episode, so we’re pretty excited.

Garrett: Yeah. I can’t wait. Post production, it’s going to come through the roof. Thanks everybody.

Brady: All right, see you next week.