Share One Doubles Conversions and Cuts Ad Costs in Half via Human Testimonials

Speaker 1: Hey, Curt. Thank you so much for meeting with me today and having this amazing conversation. I think there's so much confusion with AI and META and all the things that are happening. Please share with the audience a little bit about what you do, and maybe touch on what has happened over the last, I would typically say years, but I think now maybe weeks or months is more appropriate? Speaker 2: Pretty much. My name's Curt Maly . I'm based in Austin, Texas. I co-founded a company called Black Box Social Media. For the last 18 years, we've been running Meta ads. You're probably gonna hear me say Facebook 'cause I'm still used to that old branding. But really, I've been running Facebook ads since, well, Facebook started having ads. And we've run ads for people who've been on Shark Tank, US presidential candidates, people who have e-commerce businesses, coaches. Like, I like to tell people, like, once you understand the skill of Facebook, it's kind of like being a general contractor, right? It's kind of different tools, building different things. What I'm fascinated about right now is AI, 'cause you can produce a ton of content. I gotta tell you, the latest update that Facebook has just rolled out, and depends on when you see this interview. There's lots of latest updates, but here's pretty much what I wanna hear. This is really why I wanted to record this interview, is so many times Facebook will say, "Hey, they just made an update." And all these people run for the hills and they say, "Oh my goodness, my business is ruined." 99.9% of the time, every time Facebook rolls an update, it's an update on relevance. They just want more relevance on the platform. So with this latest update that's just rolled out, Facebook's looking for more relevance. They're looking for more content, and they're looking for more real content. So you know what's interesting right now is people can create a lot of ads. I like to call it ethical propaganda. But a lot of people can create a lot of ads very quickly. What Facebook's looking for is relevance. What people are looking for, and this is what I really respect about you and Share One, people right now are looking for a human touch and human relevance as well too. So I can't wait to get into the interview. I wanna talk about 18 years of Facebook ads, but talking about human testimonials right now is probably 1 of the most critical things that people are gonna hear in 2005, 2026. Like, this is not an oncoming trend. I really think the human aspect that you all do is just, it's really gonna lead the way with all the AI slop that's out there. Speaker 1: I think it's interesting to start thinking about marketing from a whole different perspective. I think even me having been in business, is my 12th business, is that traditionally we think, "Hey, content, hey blogs," right? SEO and all the things, and the more content we can throw out there, the more relevant we become. But if you start thinking about AI and all the tools that are out there, pretty much anybody can crank out 10,000 blogs overnight and put it on their website. So, we're not gonna out-fool the Metas and the Googles of the world. And I believe we have to start thinking about what is it that a business can do that AI can't, which touches on the, the relevancy of what Meta's looking for. But isn't Meta using a lot of AI tools and using AI to generate different relevant, quote unquote, "ads" for people to try out? Speaker 2: It's really interesting that you say that. So, Meta really wants people to lean into their automation. Meta basically is... Mark Zuckerberg's come out and said, "You're gonna be able to hook up your bank account and we're just gonna run your ads for you." I want you to think about this in just a different light. That's like a casino owner saying, "Oh hey, we'll just hook up your credit line. You can walk in the casino anytime that you want." Right? Do you really want your credit line hooked up to the casino? Probably not. Well, here's what Facebook does. I mean, Facebook's building these huge data blocks, like in, like literally city blocks in New York, these data centers. They're upgrading their AI in huge ways. Now, there's a couple of reasons why. Number 1, fraud. There's a ton of fraud out there. And if you've ever watched any of the documentaries that has come out on Facebook, like on Netflix there's a lot of data that can be used in wrong ways from people, right? Like, anti-propaganda, propaganda in the wrong ways. So, Facebook's dealing with fraud. They're dealing with governments trying to use Facebook. They want Facebook ads to be relevant. But then, like you mentioned, there's all this AI slop. Now, I know we're kind of the same age. Like, I remember when we were in business, like first getting into business, this SEO thing, right? Content's king. Create as much content as possible. I mean, you could even create crappy content. At the time, no one else was creating content, so it didn't matter. But now you have machines that can crank out content that it does matter, because it's a lot of slop. What's the, what's the word used? Not Dark Web, Dead Web, right? Where there's so much content created out there that it's just robots and robots listening to robots. What people are really looking for more, now more than anything else human connection. What Facebook's looking for is more relevant ads. So the reason I wanted to do this interview is because with Share One you have a human connection. Facebook wants relevant ads. That's what people are looking for right now. They're looking for relevant emotional content with stories that relate to them, not just some other crappy content that's coming up. So to answer your question directly, Facebook's investing in a lot of AI, like I said, for security, for scams, for propaganda. But Facebook wants to deliver you the best ad at the best time. So, I'll make this really quick, but this is a really important point. Five years ago when you used to advertise on Facebook, you'd basically say, "Hey Facebook, I want you to run an ad." You didn't really care about the cost. You just wanted to make sure your offer converted. But like, even we've been testing offers with you. Sometimes we're paying 10, 15, $20 a click. Facebook's not allowing us to spend 50 cents a click and test out our offer. Now we have to be hyper-relevant. Well, how do you become hyper-relevant? Lots of different content. What kind of different content? A bunch of AI slop? Has to be relevant. So now we start looking at this human connection. Speaker 1: Mm-hmm. Speaker 2: This is what right now is so important and critically important for people to understand in this interview. You can produce a lot of content, you can run a lot of ads, but with the latest algorithm updates really focusing on a human connection, human testimonials, real testimonials are probably 1 of the most important things you can do for your business this year, next year, especially with all the AI slop out there. Speaker 1: So do you believe that UGC and even founders of companies should have a face in terms of advertising and ads? Speaker 2: You know, I think it's really interesting. I think there's a couple of points that come to mind. So like, you know, I've been doing this for 18 years, so I have lots of stories, right? I can tell you the story of somebody that we both know. I won't mention any names. Some people will understand this in the podcast, where they had the second-largest YouTube channel out there, period. Like, they were above Disney. Like, only Sony beat them out. They were huge. It was just 1 spokesperson for this YouTube channel, and this 1 spokesperson had an interesting experience where he decided he no longer, longer wanted to be the spokesperson, and it was the detriment of the business. I mean, it was named after this person. Like, what are you going to do? Your spokesperson's gone. What they found out is they actually got a bunch of different actors and UGC, user-generated content, they got different people to play different roles for different demographics. All of a sudden, they started to find out, well, yeah, they had this one main person, but now that they have five to seven different personalities for different age groups and different buying types, they 3Xed their revenue. Speaker 1: Wow. Speaker 2: So it's like, well, wait a minute. Do we really need a spokesperson? Yes, right now, we are spokespeople for our business. That's why we're doing the interview. You should have a personality around your business, absolutely. I think more people are curious about, like, our personalities versus doing business with a bank, like a bank like Chase or Bank of America, right? Faceless, they don't know anybody. You don't really know anybody from there. Now, you mentioned UGC, user-generated content. it's crushing it right now. There are a couple of firms here in Austin that I've worked with, a couple of international firms that focus just on user-generated content. Now one of our clients without saying the industry, they're literally the top their industry in Texas. Like, they're the largest company that does this. And they create really pretty ads, and we do okay on sales. They started producing testimonials and user-generated content, the same ad, the same product, just someone else talking about it. Cut conversions in half, meaning, or sorry, doubled conversions, cut costs in half. That's a way to say it, right? It didn't double your cost. How can the same product with the same ad but just somebody differently presenting it, how can it convert so differently? Because our personalities align differently versus these big brands and big images. So yeah, this human connection right now in user-generated content's huge. Speaker 1: So with HeyGen and all the all the avatars, AI-generated avatar, do you see any kind of controls in place for verified true human-type content yet? Speaker 2: Yes and no. Speaker 1: Yeah. Speaker 2: It's the wild, wild west. One of the favorite things I like to talk about here is, like, when Mark Zuckerberg was interviewed by Congress, right? Congresspeople didn't understand how Facebook was paid for. Like, they didn't understand any of the technology. How can they understand the technology that we have in AI right now? There's no policing. Now, there's a bunch of people setting third-party entities up that are like, "Oh, hey, we'll certify you that you're real human. Let's make sure that there are watermarks," and everyone's trying to figure it out 'cause there are almost no laws around this. In fact, I have a piece of paper here. I wanted to get a bunch of facts about our interview in here, and I was asking, "What are the current laws around testimonials, video testimonials, testimonials that are created by AI?" There's a little out there, but a lot of pioneers are getting shot in the back right now, the wrong pioneers, in my opinion. There's a lot of slop, and there's a lot of... People don't know what to make of it. I'll give you two perfect examples. Number one, HeyGen. I like HeyGen. I use HeyGen. I use HeyGen to help create other content for me. So if you don't know what HeyGen is, it helps create AI personalities, AI personas. Now, I use it because I'm an educator in AI. I have an AI business. We talk about AI. It's kind of a hook for me, but it's never used as a testimonial, ever. Speaker 1: Right. Yeah, the FTC is, is trying to really crack down to protect consumers with real, relevant stories. But as you said, government agencies are probably way behind the times and then who can actually verify it, right? I mean, Share One, we do, because every interview is conducted by a we have a team of reporters, human beings, and we have a log, we have records of the recording. So yes, we verify our, our content, but most people don't. And to protect consumers from fake testimonials is a huge issue. Speaker 2: I mean, we could dive down the rabbit hole, depending again when someone watches this. Like, I know that there is a huge Google lawsuit going on right now of people who have basically come out, done a whole bunch of fake reviews, and now people are trying to fight those fake reviews, and Google's trying to have a whole other task force to go after the people who are writing fake reviews. We're talking about written views. We're not even to the video stuff yet. So I think it's, I think it's going to be really interesting. Like, for example, as we were getting to know each other, one of the most fascinating things that I learned about you is, I mean, you, you had a full studio, and you did lots of video production. And then it came down to, I remember you telling me this story, I'll never forget, that video testimonials were the number one thing that really moved the needle. Speaker 1: We had a full-blown studio, stage, live audiences, green screens, online courses, it was amazing. Then COVID hit, and luckily we sold our studio, and what happened in COVID, what I noticed was people were turning on their cameras. And as a marketeer, again, on my 12th business, I realized, "Hey, what's the number one piece of content that can really help businesses move the needle?" And that's social proof. And if you look at written proof, and you mentioned about Google and fake reviews, there was an article a few months ago on the on BBC that said that Amazon had employed 12,000 full-time employees just to track down fake reviews and businesses giving each other fake reviews. It's a thing. It's a huge thing. Speaker 2: Absolutely, it's a huge business. Speaker 1: Yeah, absolutely. So the one thing that can really help businesses move the needle is social proof, verified social proof, and if it's on video, even better. We all know that people can retain 95% of content seen through video as opposed to a written review, and I always use the example, if you go to a webpage and there are, let's say, 5,000 written reviews, are you going to read all 5,000? No. Are you going to get the sentiment of what it feels like to work with that business? Absolutely not. But if you see a video of somebody that says, "Hey, six months ago, I was feeling sluggish, and I met this doctor, and today I feel great," that's a human connection. It's like, wow, they the audience can see themselves in that. Super powerful. Speaker 2: Yeah, one of my, one of my favorite stories I love to tell about video testimonials. So a little bit of background about myself. For 18 years, we've had an ad agency for the last 15 years. We do training products, and we have people come out to live events where we do live trainings and online trainings and whatnot. And one of the first people that we did business with years ago, her name's Patty. She's brilliant. She works for a Fortune 50 company. Like, she really smart. She got into online marketing just because she could apply the stuff she did in a Fortune 50 company to the stuff she's doing now consulting, right? So we Nick and I decided to have, my business partner Nick and I, decided to have this $5,000 event. It's called the BELT Event. So we're gonna teach people this very specific strategy, right? And these are people who have done business with us for years. They're paying $5,000 to come down to Austin, right, for three days. And I talked to a bunch of people, and I talked to Patty, and she was kind of interested. I mean, she's kind of a longtime customer, but then Patty saw one of our ads. ... of another female who just worked with us recently, who had a similar background with Patty. And given her testimonial, Patty's like, "Oh my God, I gotta be in that room with Curt." And I'm like, "But I've known you-" Speaker 1: That's Speaker 2: for like 15 years." And like, "I made you the offer." But it wasn't until she saw the video testimonial, even with our relationship, to solidify her decision to make that. And I'll never forget that, right? It was one of those things where like, "But Patty, we know each other." She needs to see different personalities to help solidify our decision to build that. We already had trust, but now it was time for her to make that decision. Speaker 1: Yeah. Speaker 2: Man, video testimonials right now and user-generated content has made such a huge difference. Speaker 1: So, can you share with me a little bit about your strategy for ad campaigns, when and how to use video testimonials? Speaker 2: Yeah, the way that we run ads is a little different. That's why I say we sell courses. We have an agency, right? We really specialize in something we call Ethical Propaganda, and I mentioned this before. And essentially what a lot of people do is they'll run ads and they'll say, "Buy my stuff, buy my stuff," and they'll create retargeting ads that retarget people that say, "Hey, did you buy my stuff?" And they're pretty boring ads. That's not really what Facebook's looking for. What I want to do is I want people, for example, Share One, I want people to see an ad for Share One, and they click on the ad 'cause they're curious, right? Maybe they're curious for this interview. And then once they click, then the next thing that's gonna happen is, yes, they're gonna go to that destination on the website. But then we have retargeting that sets up, that we start talking through, what's the social proof that someone needs to see? So, we wanna have lots of videos with Dan, for example, talking about the power of video testimonials. How do testimonials work? We want people seeing lots of different content. What our value proposition is, we like to use lots of different content, creative. So as I gave the example, someone clicks on one of your ads, Dan. Now we want us to find out, what should people see in the first seven days that is ethical propaganda from Dan? What's Share One ? What's the company like? What are some frequently asked questions? What are questions you should be asking? So, we create lots of different videos to really educate people. But what do people really wanna see? People really wanna see the social proof. Speaker 1: Social proof. Speaker 2: The absolutely What does everyone use Amazon for besides the convenience? Speaker 1: Reviews. Speaker 2: To make sure that it's real. Speaker 1: Yeah. Speaker 2: Right? By the way, a real quick story about this. I always tell this when I'm training. So supposedly, the way that this goes is when Amazon is, first getting created. Story is, is someone walks up to Jeff Bezos very early on, and they're like, "Jeff, you love to sell books." And he's like, "No. I'm fascinated with the checkout process." So, a multi-billionaire is fascinated with the checkout process. That's something to study. Amazon is just now starting to introduce, what, the last year and a half to two years, videos and testimonials actually on their page now. Their affiliate program is blowing up because user-generated content is introducing videos where there were no videos before. It was just a ton of different testimonials. Now, like you said, written testimonials. Like you said, no one's gonna look through 500. But if you can scan through 15 different faces and find a face that looks like somebody you're compatible with, and you listen to their 30 to 60-second testimonial, watch Amazon what they're doing right now. They're pushing as many user-generated content and video testimonials as possible. Why would you not duplicate that for your business? A billion-dollar company is leaning into this. Like, they're just... I'm gonna go over story over story over story. These video testimonials are absolutely just crushing it with ads, with referrals, with email marketing. As long-... Here's the biggest thing. This is why I love you guys. How do you get someone to give you a testimonial? 'Cause I've been in business 18 years. People love us, and I kinda sorta maybe ask for a testimonial every once in a while. How is your guys' rate so effective and so high? I've been blown away by how many testimonials you are able to collect. Speaker 1: I think as a business owner, we... I look at the challenges of I look at the challenges of the business, right? Most people when they think about video testimonials, they say, "Oh my God, my clients will never do this," right? "They don't have time. I don't wanna bother them." Or, "What do I with this video? Do I have to edit it? Who's gonna ask the right questions?" There's a lot of things that happen in our minds to where they typically immediately just rule it out. And that's why we created Share One. We're a white-glove process. We help with the invitation process. And to date, we have a 42% success rate. Speaker 2: Huge. Speaker 1: in getting your clients to show up to oneof our interviews. So, we, we love to boast that we have an entire team of reporters that are trained on the specifics of, of your business. And it's like me asking you, saying, "Hey, Curt, I'm gonna send a news crew to your house tomorrow to cover your story. Like, how do you feel about that?" Of course, you feel honored. You might even take the day off and get your dry cleaning done. Speaker 2: on the news is a huge deal, absolutely. Speaker 1: Right, right. Absolutely. It's, it's that feeling of, like, your voice matters. And as a human being, you can actually impact somebody else, and you can help somebody else with their problem as well. So, that's how... our, our high success rate. And then we take care of everything. So, we conduct the interviews. We edit everything down... everything down. We upload it to YouTube. We create you shorts, Instagram reels. We put it on, on, on YouTube. We give you case studies for LinkedIn. Everything a business owner needs to take that interview and create social proof with our audience. Speaker 2: See, what's interesting is we were talking about this a little bit before, kind of like the marketing philosophy and strategy that we, we run in our agency. Truth be told, our agency is really built on something called Breakthrough Advertising, right? This is a book created in the late '50s, early '60s. It's all about traditional marketing and just having lots of different exposure. We've applied those same principles in our traditional marketing agency, radio, TV, billboard, whatnot. Well, we wanna use these same principles on META. So, what we do is we do a lot of different content. It's like I said. It's we want people to see your ad. We want people click on your ad. We want people to see your ethical propaganda. But we need more content from less. We don't need more AI slop producing more content. We need more social proof and testimonials where people align with different personalities. So, One of the things that I absolutely love about Share One is not only your 40% rate of where you can grab interviews, but the most important thing is it diversifies the creative a lot. So, when a client gives me three or four creatives-With the latest Facebook updates, I can do a little bit, but there's not much I can do. If I get 20 testimonials and 10 UGC content videos and 10 videos shot by, like, the owner? Oh my goodness. The things that we can do with the marketing are just I can't even I can't there's no comparison, like, it's probably the best way to say it. So, I, I have a question for you. I'm really fascinated with your business. How fast can you turn around these testimonials? 'Cause I know, for me to ask my customers, it takes forever. For me to get the testimonials turned around, they're okay, but then I gotta edit it four or five different times or send it off to an editor. And then we have a team, but then when it floods in the Philippines, then my team's not there anymore. So like, I've done this on my own, and the how fast you crank things out, your process. Actually, would you mind just talking about that for a minute? What's the actual process, and how are you able to do this so so efficiently and so quickly? Speaker 1: So, I have a IT background, so there's a lot of automations in the backend. We have a superb team all over the world, and from the day that we conduct the interview, it's usually two to four business days at the very most until you get your, your video. So, we have a really, really well-oiled process. This is all that we do, and we're really, really good at it. Speaker 2: So Dan, what I'm really fascinated with with you guys' business is how fast and efficient you guys are. I mean, you you really know the right questions to ask, how to contact somebody, how to get somebody on the phone, say the right things. So I'm really kinda curious because, again, in the past, like, I've employed outsourcers, hired other companies. There's just a lot of moving parts. But you guys are super efficient. So, would you mind telling I know a little bit about your technical but like, how did you make it so efficient? How do people, like, basically sign up? What's the process they go through? Like, what does that look like compared to everyone else? Speaker 1: From when clients first sign up with us, the first thing that we do is we do an onboarding call. And this is critical, right? You mentioned different types of content, different types of avatars, ICPs, ideal customer profiles. So, we look at the business in terms of, who are you try to attract? What are the typical objections? What are the pain points that your prospects are, are feeling? And we don't want people to see us as a video creation company. We really are here to capture the most important sound bites, the most lookalike audience that you're tryna target. So, that's number one. All right, so as you said, when if I'm wearing a black shirt and I'm 51 years old and I'm male, to see a 22-year-old blonde talking about something is not gonna resonate with me. So, we make sure that we, we, we cover the gamut of all the ideal customer profiles. So that onboarding takes place. So, we really understand, hey, what are the questions that our reporters can ask? What are the questions that will solicit all the pain points and objections? And as we're conducting the interviews, the reporter's already editing in their heads. They're thinking, "Okay, here's a really good sound bite," but instead of letting somebody ramble on for seven minutes about their transformation, we'll say, "Hey, that was great. Let's reframe it in less than 10 seconds." So we're really kinda editing as we're or conducting the interviews. So that interview can happen within, within the same day as you do your onboarding, and we help with the invitation process. That usually takes the longest, is waiting for somebody to respond or get their calendars cleared to do the interview. Within matter of days, the business will get the first revision of the videos, and they can give us some feedback in terms of if we spelled everything right in it, in the transcripts and the subtitles, if there any changes, and we add the logos and everything else, and they get the asset within a matter of days. Speaker 2: Okay, so Dan, I understand. with your technology background, like, it sounds like a lot of this be automated. So, just to be clear, so they're gonna talk to somebody for the onboarding, and then do you just automate everything else? Is everything else completely done with AI? Is there just no human contact whatsoever? Speaker 1: So, there are a lot of platforms out there, and they're popping up almost on a daily basis, of AI-enabled automations that help you collect reviews and video testimonials. I wanna tell you a real quick story. This happened a few months ago. 1 of our clients said, "Hey, we've got this list of 2,000 people that we want, we want reviews for. We're gonna try out 1 of these platforms," and they did. So they signed up for these platforms with all the bells and whistles and technology, and they went through their campaigns, and out of 2,000 people, they got two videos back. And one of 'em was unusable because the camera was pointing up their nose, and the other 1 just rambled on and on where there was no footage they could use. They hired us, and that's where we got our 42% conversion rate. Out of 100 people that they ask, we were able to conduct 42 interviews. And every single step of what we do, from the invitation process, honoring your clients, respecting them, to the interviews, to the editing, is all human done. We have a tagline, says, "By humans, for humans," because everything is still done by humans. AI can help us with some editing, but it does not come close to the quality of what we wanna put out there, and we certify that every single one of our videos is a true human being. Speaker 2: So, I am kinda curious, just kind of on your belief system around this. So you're a business owner, you've owned lots of different businesses before. You've owned a full studio before. But there's a lot of software out I mean, I've played with a lot of the software out there that can edit videos, I mean, kind of. That can kind of help cut things in, that can kinda help collect testimonials. Like you said, there's a bunch of platforms out there. I'm just getting curious, in your opinion, your professional opinion, why does there have to be human editing? Why does there have to be a human touch? Why, why spend so much time with humans to produce a human-looking video? Speaker 1: As a tech Speaker 2: Yeah. Speaker 1: I look at new platforms and new technology on a daily basis. And unfortunately, nothing has come close to being able to generate what we're looking for. Even with AI subtitles, the amount of mistakes that it makes, and the way it edits, and the way it cuts, it's just not the same. And I'm hoping that one day, it can streamline our process to where we can reduce our cost. But to date, our human, human editors and our human interviewers simply are, are untouchable. Speaker 2: So, speaking of untouchable, like this is one of the things I really respect about you, is... Again, I've, I've hired people to do this myself, right? I, I encourage clients to go out and hire, now hire you, but I encourage clients to go out and hire other people to get, you know, the editing done and the collected testimonials, and it gets put on the back burner 'cause they're doing all of these other things. What's fascinating is, I don't know if you've ever done this before, maybe people listening have done I would hire, like, three or four outsourcers at a time, because they compete against each other. Then I'd be managing, like, four outsourcers, but then they'd have, like, four different products, but then I'd have to give the revisions and go kind of back and forth. And it just took forever. So, I'm sitting here talking to you. We're talking about, "Hey, do we wanna do an interview? There's a bunch of things we wanna talk about," and you're like, "But I wanna give away a free trial." And I'm like, "But that doesn't make any economic sense to me whatsoever," right? And we kinda started talking through it a little bit. It's really interesting what you're proposing, so I hope I'm not like, outstepping any bounds or anything else. I've done this before. How can you give people a free trial to try this thing out? What is the try this thing out? Again, I, I mean, this is gonna sound like a sales pitch, but I am so fascinated. How can you give people a free ... to do this, and what do they get exactly anyway where they could be spending hundreds of dollars and hours trying to play around with other systems or people? Speaker 1: Share One is so unique, and as an entrepreneur, I hate being in a business where you have to educate your people, right? One of these days I'm going to learn, maybe my 13th business is going to be something so, so understandable where I don't have to educate people anymore. But I am here to make a difference in the world, I'm here because the, the name of the company Share One is I truly believe that if every single human being on this planet was given the opportunity to share one true story about transforming from pain to happiness, and, and flood our channels with these positive stories, we'd be living in a very different world. So this business does require a little bit of education. People feel like, "Oh, well, there's all these platforms out there," but the reason that we are able to give away free trials is because once they get to experience our product, once they see under the hood and everything that we do, they stay with us. They stay they stay with us for years. So please do sign up for the free trial. Thank you, Curt. Speaker 2: So I'm sure there'll probably be a link or somewhere that someone can click on a free trial, but just, just to set expectations, let's just say there's a link around here somewhere, depending where you're seeing the interview. You can what? You're gonna fill out your name, a couple of questions, like what's the process? Like what do people need before they're ready for you and when is it too early for someone to look for testimonials for their business with Share One? Speaker 1: There's three criterias. One, you need a website and so that we can display your testimonials and we can extract some information so we can be educated on your business. Number two, you have to have some happy clients. We have to have real clients that have experienced your transformation for us to be able to interview. And third, you have to schedule call with one of our producers 'cause our producers need to understand your business, your pain points, your objections, who we're going to interview, set up the invitations, and go through all that. So there's three criterias for you to sign up for a free trial. Speaker 2: So I'm gonna kind of say this in just a different way. When is Share One probably too early? Like when's a business not ready for Share One? Speaker 1: If you're just starting out and you don't have happy clients yet, then this is probably not a fit. Speaker 2: So, like, we have a couple of mutual clients together, like, and this my, kind of my favorite one 'cause people are like... We have one client again, I won't name any names, they're spending over $50,000 a week on their webinars and they have, like, six testimonials. And I'm like, "What are you doing?" And they're like, "It's so hard to get testimonials. I think I got, like, four in the last two years." And I'm like, "You gotta meet Dan." And of course you guys have met him you guys are doing business with him now and producing a bunch of testimonials. But where are people like our colleague, where are they missing the leaky bucket? Like what are some of these businesses that you see? Like I see a business started, like, in a year or two and, you know, they got a couple of employees, but where do you see, like, these larger businesses that if they just got more testimonials, like they're already doing the right thing, they just need to add this one thing? Can you give me examples of businesses that, like, this just makes it a shoo-in, just easy, easy answer to get started with? Speaker 1: We have a pretty nice niche in the health and wellness industry, primarily with supplement companies. Supplement companies don't necessarily have a deep relationship with their clientele, they're maybe on a subscription or whatnot, so we have the ability to plug directly into their CRM to know who are their frequent buyers Who are the most likely people to reorder the next month, and those are the people that we, we begin to target. And as I mentioned, we have a really high success rate in being able to do that. So imagine if you're buying a supplement or protein powder or whatever, and all of a sudden you get an email from the CEO of the company, customized email to you saying, "Curt, I really value your opinion. There are a few people-" Speaker 2: Oh, wow. Speaker 1: our community that would, their lives would change too if they were, they could hear your story. Would you be open to meeting with 1 of our producers? We're creating these mini docuseries to bring awareness to what we do. Would you be open to meeting with one of our producers?" How would you answer that? Speaker 2: Just that question right there is worth its weight in gold 'cause I've asked it, "Hey, would you mind possibly if you would mind..." That doesn't work at all. Right? The way that you just phrased that, that's great 'cause I know we're customers of yours as well, and the templates that you supply to make it really easy, I just... so again, I'm gonna get back to this 'cause I'm not really good at business. I like to tell people I have a PhD in AI. It's a public high school diploma, like I ain't that smart. So how again are you able to do these trials? I guess you get the right person with the right fit when they're ready, they just meet with your producer and then you just get them slotted and matched up and ... editing away? Speaker 1: That's it. Super easy. You get your first video for free. Speaker 2: That's great. Speaker 1: And if you don't like it, you get to keep the video and maybe some other day. Most people do. Speaker 2: Just one other thing we talked about. So with the latest Facebook with the latest Facebook update, or I should say the latest META update, it's all about more content. So it's producing more content more than anything else, but not slop content. So like what you're talking about is testimonials, people telling their story, ideal. So I'm just kinda curious, like in your mind's eye, should a business get, like, 1 testimonial a month depending on revenue? Should they get, like, 10 videos a month? Like how do you decide if you should do 1, 10, 15? When should you, when should, when should you strike when it's hot? Speaker 1: My, the the, my typical recommendation is who are all of your ideal client profiles? So men, women, age groups sometimes geographical. So we do some, some, some work with home services, so geography really matters as well. I feel like having a constant flow of different variety of videos is super important. So imagine, for example, home services that are canvassing a region, right? If they were able to walk into a home and immediately say, "Hey, this is a retirement community and this is most likely a female homeowner, she's in her 60s, and her, her objection is probably gonna be, let's say, if it's solar what happens when it hails?" Being able to punch in those keywords and say, boom, here's a video of somebody that lives in your neighborhood that is speaking about-... about hail on solar panels, right? That requires a huge bank of videos. And, if you were to ask my ads person, this content should be always fresh, and that's what Meta's looking for. Hey, Curt, I understand that you have some really unique ways of using video testimonials with your ad campaigns. Can you share those with us a little bit? Speaker 2: Yeah, I'm gonna give you a couple of terms that people may hear. If if you know me, right, you can find me on Facebook or on Instagram, usually I'm more on Facebook. But essentially we have something called I've mentioned this before, ethical propaganda. Now, Facebook is actually gonna find the right person at the right time to see the right piece of content. So many advertisers miss this. So many advertisers have, like, one ad, and again, they say, "Buy my stuff, buy my stuff, buy my stuff," and the second ad that says, "Hey, you didn't buy my stuff. Do you want it for 10% off?" Right? Not necessarily an effective ad strategy. What we like to do is we like to take all these different video testimonials, UGC, user-generated content, other regular pieces of content. We do something called the hot seven. So this is anybody who's been engaged with your brand within the last seven days. Speaker 1: Mm-hmm. Speaker 2: So do they click on an ad? Do they see you on Instagram? Let's re-target people over the next seven days. what do people need to see? All the great testimonials, I wanna show them up front in the first seven days. So for example, we're in marketing, right? And some people, depending on who watches this video, some people may know the name of Frank Kern, he's really big in online marketing. Mike Dillard, that name's really big in online marketing. Those are the first testimonials that I run. Like, I want people to see this. So for example, we have a client who is 1 of the world's largest stem cell hospitals. Joe Rogan talks about 'em on a regular basis. That's the first testimonial we wanna run, right? If you have well-known testimonials, great. Well, then the second thing we wanna run is, what are all the testimonials of people who are just like me? Now, we're gonna run two different types of testimonials. Testimonial type one, in this hot seven audience, we're gonna run a bunch of videos actually for a dollar a day. So, for perfect example, you may give us 20 different testimonials. If I run 20 different testimonials for a dollar a day each to that audience who's been engaged with my brand in the last seven days, Facebook's not gonna show the same testimonial over and over and over. Facebook's not even gonna show all of the testimonials to you. Because it's such a low budget, Facebook's gonna find the right person at the right time. So if I'm running 10 testimonials, the average person may only see two to three testimonials that are meant specifically for them. Speaker 1: Mm-hmm. Speaker 2: So I use testimonials for conversion ads. I use testimonials for dollar-a-day ethical propaganda. I use testimonials where people are talking about me specifically, not just the products I offer, so people are seeing the ethical propaganda of, "Oh my goodness, I've seen so many people talk about Kurt." Well, yeah, they're talking about my brand. So I don't have to have I want testimonials about specific products, but now I'm getting testimonials for ethical propaganda, now I have testimonials to convert into products, now I have testimonials that are just talking about me or just talking about the brand overall. These testimonials I'm repositioning, and kind of one last tip that I'll give you, Dan. When you give us testimonials, I'm using that same testimonial cold traffic. My copy on my ad's a little bit different, introducing 'em to my brand. Once they click in the first seven days, my... It's gonna be the same testimonial, but it's a different hook, 'cause they're just starting to get to know me in seven days. After, we have something else called the hot 28. If somebody doesn't buy in seven days, what other content should they be seeing? I'm gonna use that same testimonial with different, with different copy, because someone else is different in the journey. Now all of a sudden I'm using the same video in three or four different ways. But if you give me 20 videos used in four different ways, oh my goodness. When people click on our clients' ads or my ads or your ads, they're seeing lots of different ads, but they're lots of different testimonials meant for them, it's lots of content meant for them. You have to get better content. And last point I'm gonna say with this, this is absolutely critical. With this latest Facebook update, Facebook is charging people for bad content. It used to be, start an ad, and you're just gonna get a bunch of clicks and you can figure out your sales funnel. Now, when you start an ad, here's the way the algorithm works. This is critical for your viewers to understand, is, what ends up happening is you're gonna create an ad creative, let's just say a video. You're gonna set up your targeting in META, and then what META's gonna do is they're gonna look through their crystal ball and META's gonna say, "Okay, you wanna target these people, you're gonna target with this ad." The crystal ball believes that the relevance should be this. So based off your landing page, your ad creative, and your targeting, Facebook's gonna start serving your ad. Well, if people don't click on your ad, it's not relevant, so Facebook's just gonna keep on raising the price, just like a Speaker 1: Yeah. Speaker 2: boiling water. So now, if you have, like, "Well, I got this 1 ad creative," or AI created 20 different ad creatives for me. I mean, it's not really relevant. And then AI created my landing page for me, and that's not really relevant. And then people clicked on my ads and they go to my landing page, not really buying or becoming a lead, and Facebook's just raising the price overall. When we introduce more content, more creatives, we see that price actually start to lower. I've seen where we have a CPM cost, that's the cost to serve a thousand people an ad. I've seen it 150 to $200 sometimes. Facebook literally charging $20 for someone to click on your site. You just, you can't make money that way. Add in more creatives. We started, we've seen this on your where we were getting $12 clicks. All of a sudden we added in more creatives, we start getting $1.50 clicks. Same offer, same landing Speaker 1: Yeah. Speaker 2: different content. Speaker 1: Yeah. Speaker 2: So, if you are watching this right now, diversify in your content, get more testimonials than less. That was kind of a trick question where like, "How many how many testimonials should a client get?" As many as you possibly can. It will auto... It will, it will absolutely drive higher conversions, it will drive more value, and it'll drive more loyal customers 'cause they see more people who are just like them. I think what you guys offer at Share One is brilliant. And just last kind of part, I just wanna mention here, Dan. I think you guys have basically set up an IQ test. Like, it's so simple. If you don't take the free trial, like, I don't know what I can do for your IQ test. It is so simple. You guys have made the process so easy. I just wanna thank you. You've helped a ton of our customers. You help us as well too. I'm a paying customer, and you did not pay me to say ... I just wanna say thank you very much for Share One. Speaker 1: Curt, thank you so much for all of your expertise and your team in running all of our ads. So, for the viewers out there, how can they get in touch with you? Do you... What's the best way to get in touch with you? Speaker 2: You can really find me on Facebook at Curt Maly, C-U-R-T M-A-L-Y. You can just find me really easy on Facebook. You can look up our company, Black Box Social Media, if you want us to run your ads. We also have an entire coaching program, which is YourAd.coach Again, you can see any of my content. Now, because you've heard of my strategies, you're gonna click on my content, then you're never gonna stop seeing our testimonials and our content. Speaker 1: For 28 days. Speaker 2: For 28 days, that's the way that it works. But yeah, I'd love to be able to help any way we could. Speaker 1: Curt, thank you so much for your time. It was really awesome talking to you today. Speaker 2: It was great, Dan. Thank you very much, it was great. Thank you.