Sebastian(Music in the background.) You're also fed up with scammy online marketing gurus? Who promise you superficial (?half-strategies) as a way to success?
NielsAs self-employed online marketers who call the Daily Grind their absolute comfort zone, we've made it our mission to expose the online marketing bullshit. With us, you get the unfiltered truth about the current state of the online marketing world and which strategies really work.
SebastianIn each episode, your hosts Niels Stuck and Sebastian Vogg present new online marketing topics, such as SEO, Facebook ads, content and much more, to take your online marketing success to the next level. (8 sec. Music) (Music stops.) (?Moinsen). Yes.
NielsHello again, Sebastian.
SebastianWe are the no-bullshit online marketing podcast. And today we're going to talk a little bit about bullshit in terms of people's gullibility on social media in particular. Or even on websites, ... #00:01:06# pages and so on. Which, so where it's just working with convincing people with easy, very simple techniques like that to buy something. Or to do something that they normally wouldn't do so. And there we go today times a little bit on it. And I brought right at the beginning-. (Laughs.)
NielsIs it Niels Stuck? The one you brought on your podcast? (Sebastian: Yes, exactly.) Cool. Let's get started then. Joke. Okay. What would you say is like the thing that stands out to you the most? Or that maybe that's your favorite thing to use in your job as a Facebook advertiser or as an advertiser? The trick that works?
SebastianAll right, I actually like to use it the most, I don't have to say. But the classic, the classic thing is just Scarcity. This Ange-. Sorry. "This offer is for a limited time only." So I mean, some things, it's true. If it's true that the offer is only for a week, then it's perfectly okay. But there are some colleagues that we've all seen before in some ads that just this offer every time again (?counter-resets). It's just on the page every time. And it's always the same shit. Only an ad is communicated anyway. "Only a few hours left." Or " Only a little time left." And that's just semi-silly. Because it's yes, it's not true. It's not true. It's not true that it's only a few hours left. But it is simply something that runs continuously. And people just don't check it at the beginning. Sure, at some point ... #00:02:46# Bullshit. But yeah.
Niels: Exactly. Best Practice. If you are on such a page where this countdown is running down, please just refresh it. Advanced level, if it doesn't work, open it in a new browser or in an incognito window. And then refresh again. Possibly-.
SebastianAnd superadvanced, Niels, you click "Examine" on the counter and artificially put the counter up.
NielsOh, game played through. Whoop, whoop, insights from the boss. (Sebastian: Oops.) Yeah, exactly. So that's the classic that's kind of always been used. I think since ( Cordula ) exists-.
SebastianYes, it is just the general existing. So all of them. (Niels: Exactly.) Whether it's a digital thing like that. Or whether it's just-. That has always been done. People were always driven with offers into the illusion that the offers exist. But actually, maybe the prices were just raised. And then after that, an offer is made. So the margin is still the same at the end. So it's just an emotiological factor. People want to save money. (Niels: Absolutely.) And that's why they look at sales. And then buy there. (Niels: I think-.)
I also at the point maybe, I also looked at an ads from the thirties and forties. Coke and cigarettes. And there is, there you can see just a little bit, how-. They didn't do it so blatantly, but with which-. And it's nothing different now. It's just in a different color. (?High Production Worlds), I think, are still the same messages. "Buy my product." Basically. That's it.
NielsAnd in today's online age, of course, it's even more of a war. You're going to get a lot more blasted around your ears. "Sign up for the newsletter here for ten percent off." Or at any clothing stores. Here, you can even (?because) that it catcht you even gambling. Because has yes everyone Bock on it. You can still turn this wheel here. And you get then ten or 30 percent discount. Or free shipping. Or maybe a shirt for free. By the way, the things can also be (?raked). So that one just never comes. Online gambling, bro, doesn't operate according to physical laws. For example, when the roulette wheel spins. It can all be played before. And really screw you guys over. What I also see, which I think really triggers a lot of signals in your head, is like when you're buying clothes, and it's often at like dropshipping stores and stuff.
Dropshipping we can also come back to it. This ad: "Oh. Philipp from Augsburg bought this and that 30 seconds ago." And then all the time some new random name pops up. Of people who have bought that. And then somehow it says, "Oh my God. Almost sold out." (Draws in the air.) But really fast in the shopping cart and Express PayPal please. But purely in the (?eel).
Sebastian(Laughs.) Yeah, no. So that's just too cheap. So I don't know if-. That still works. That's the sad thing. But I mean, just do a check. If you somehow see a dubious page. And that somehow sells the ultimate product for free plus shipping. Then go to "( Alt) Express", search for the product. Then you will find that cheaper again.
Niels: Bull's eye. Especially on Instagram, it's super popular, these high fashion things that-. I mean, there's also a murderous amount in China. And a lot of them are just cheaply embroidered with the name of any brand that they've come up with. And this free shipping that you get, that's why the shipping takes three weeks and then it comes somehow with China Post or something. Because it's just shipped straight from (?Ali) Express. With a surcharge of 30 euros. So.
SebastianIt also smells relatively funny. So yes, it's also one of those things. There are companies that manage to get out of dropshipping and somehow then build up something really cool. But in very few cases is it like that. So I've rarely seen that happen. And I mean, you can do that. You can order there. But it's just, so you have to understand that they include a ... #00:07:07#. That's the cost of the product. Which is already in there. All kinds of things. And they still have a bad margin. And still the product costs in the EK just nothing felt. So it's really just a mathematical game that's going on. Of course, that's also the case with normal companies. But I would say that the quality of the (?Ali) Express products isn't quite so high.
NielsAnd let's briefly brainstorm best practices for this again. What are the classic products that are dropshipped, especially on Instagram? Of course, fashion comes to mind first. These things that are supposed to look like high fashion. But cost 60 euros. I also see watches super often. (Sebastian: Yes. Watches, definitely.) Which are also China. And just, yes, have a private label on them. What else is there?
SebastianIt's just private label. It's actually everything-. Or sometimes the watches don't have a label on them at all. But it's just the watches. And that's it. What else is there? Well, I've often seen ... #00:08:06# products, like (?useless) shit. So kind of, I don't know, car cleanings stuff. Or kind of like for home like home tools and stuff like that (?stuff). (Niels: Okay. LOL.) I've seen that too now. Yeah, definitely that's like the most common thing. I mean, if you're creative, you can come up with something cool. ( Socks ) are also a topic. People do that, too. But otherwise, yes. So I wouldn't say now that dropshipping is completely scam. (Niels: No.) But it is already close to the border. And that is also often worked by such people with such techniques.
NielsExactly. And the concept is that you get something from another site for a higher price. From which you can also buy it. So it's just ( inherently ) the worse buying decision. Yes. That's why (Sebastian: That's just the illusion that is (? played with).) just for the understanding, for the awareness.
SebastianSure. It's the sum that you play with. So of course, at the same time, if you transfer that to other brands, they also manufacture in China. And they also have very, very similar production facilities and so on. But actually, in that case, it's just the brand. It's similar to Apple products or something. But yes, it's just, it's the way it is. And it's just business. But in the job-sharing area, you notice it a bit more.
Niels: Yes. Absolutely. And I think we also have to refer again or we can refer again to generally a bit of social media and being an influencer. And so these methods, (Sebastian: (?Bullshits).) that are related to that. Because you hear-. So if I would any, if I would go on discover, look at stories. And just click on the story of, let's say, 20 people. How many times would I hear: "Hey, my darlings. Hey, you guys-." Yes. Like there's a community. Like there's a group. Like there's the influencer who values followership. And actually not just accumulating his numbers. Let's take a few tricks that I think are often used on Instagram to drive that interaction that feeds the algorithm. That are used there.
SebastianSure. So I mean, number one topic is, I think, so in general, what you've said now, is just this (?stupid) thought, which I wouldn't now impute to everyone, that they never do that. (Niels: Sure.) Of course, you have to say that. There are certainly people who are fully behind it. And it's mega important to them. Like Louisa Dellert or something. Sustainability influencer. She's not just about cash. She has a message that she will pursue. But there is already a large part that just basically maintain this community, so that they just have people who buy their shit. So. Relatively simply said. And they just work with stories like a "we-feeling". With cohesion. With community. With-. (Niels: "We can do it.") Sure, with such banal sayings and such trifles and-.
NielsHuh? Sebastian, can we break 200,000 followers today, guys? Can we do that?
SebastianCan we do it? Or on YouTube: "Hey Guys, it would be great, if you could get 2,000 likes in this video in 12 hours. That would be amazing. That would mean so much to me." Yes. Exactly. So. So that's just kind of the number one thing. And questions in the posts. People don't really give a shit if you answer that question or not. Or what you write there. They don't care. Most of the time. "Well, how do you eat, how do you like your cereal best?" (Laughs.) Nobody cares. Man.
Niels: Yeah. It's just, okay, interaction happens. Algorithm is happy. I'm getting played to more people again. Get more followers. And if I just have some form of monetization or a (?fuddle) attached to it, that means I'm pouring more people in up there. And more money comes out the bottom.
SebastianSo it's not just because they like us. They're not just interested in us as a person. But-.
Niels: Sure. Sure. On all 100,000 individuals who are behind it. And somehow some chats are still being leaked or something. About which one makes fun then drüber. Or the 300 unanswered messages. So clear. That's what you take the time for. Joke. And the exact same thing when people do sweepstakes. Nobody does a sweepstakes just like that. Or almost nobody. It's always all clear. Partnership with brand XY. Influencer XY gets 500 euros for this. Five products, which he can send. Or can send by raffle. And that should only bring him followers. Bring followers to the brand. And also drive interaction again. Because if you have, if you have 1,000 comments there, because one of the claims is that you have to link five people. And that's a super thing for brand and algorithm. It's not because they think it's so great, the product that somehow they send out five times to their fans. ( That kind of thing).
Sebastian: That's one thing. And there are also these great sweepstakes. Maybe you've seen those before, Niels. With the car with that red ribbon. Have you seen them before?
Niels: Yes, yes. Where you can win an AMG right away?
SebastianYou can win an AMG. You can win one, even an Audi S3, for example. You can win one there, too, maybe. Or an RS3. So no idea. So just so exaggerated sweepstakes. And Felix ... #00:13:49# has made a very good video about it. There is no AMG. There is no car. There's nothing to win there. It's just a lead generation machine. It runs in such a way that they write in there. There are a lot of gullible people on Facebook. And there are always so many people participating. They all don't get it. You have to imagine that. How many people join in. It's really scary how people give out their data.
First they are fully concerned about their data. They're all people who live in Germany. Who are somehow mega-data sensitive. But give their data to such a shit. You somehow have 10,000 comments on something like that. And then it's like, in order to participate in the lottery, you have to click on the link. Enter your email address and stuff. And then you agree to the terms and conditions. Then you are simply forwarded your data to all possible partners. And then you get really hard email spam penetration like that. That's just all, it happens. There is no car. There is no car given away. And that's it.
NielsVery good. This is the hardcore example of that.
SebastianThis is a hardcore example, by all means. It's the hardest scam there is. Yes. That's why. But it still happens so often. That's why, hey.
NielsJust like the classic, which I think many, many people have to deal with the most. But this is a little scam now. Not bad. No damage. All these private sites. Like this. But they are bigger. So the meme pages are kind of the classic. Where people then send that to each other in their stories. Also in each post are still animated to send that to people. Where the page is then private. Then you have to follow it. By sending it, that's another positive signal for the post, for the activity. Yes.
Sebastian: I mean, as many meme pages as you send me. With where I still have to follow. I always say, "Screenshot please, bro."
Niels: It's always been like this. Always so. Always so.
SebastianBut really. Meanwhile, too, but that's really crass. Then you really think twice before you unfollow the page. (Niels: Yes, really.) Because then you have to (?apply) and so.
Niels: Really. And then you get it sent again sometime. And then you don't see it again. And the other one is fucked up when you ask for a screenshot. So the eternal cycle of social media.
SebastianSo at Meme Pages is already made very smart. You can not say that.
NielsYeah, man, supersmart. Basically, all the things we've mentioned have been made smart somewhere. Because everything that works is smart in the first place. But-.
Sebastian: Smart stuff for stupid people.
NielsSometimes it's just a shame how people just let themselves be fleeced. Without even remotely understanding what's going on.
Sebastian: Yes. I think, to check what-. So I mean, whether you do it or not, it doesn't matter. But understanding what's going on is the more important thing. If you do that, (Niels: Exactly.) then it's just-. I think a certain awareness like that. And understanding that, that helps a lot immensely just in this internet game. I mean, we don't need to talk about any mails that we get sometimes. With the spam. With any "transfer us so and so much bitcoin." So of course, whoever participates in that, you can't guarantee anything. I'm not going to say anything about that now.
NielsOh, my God. Come on. Let me refer again to that one legendary spam email I got. (Sebastian: Do it.) Oh man. So I actually read through that one. It was great. Because at some point you develop a mental filter. You don't read things anymore. Marking. Delete. But there it was. "Yes, we have your quite," what did it say, "exotic porn flavor with. And we threaten. We have recorded all this. And double backed up. And if you don't wire us 5,000 euros in bitcoin in twelve hours, we're going to send this to your entire list, including your colleagues and your employer. What do you think they'll think of that?" (Laughs.) LOL. Oh my gosh. Really good.
SebastianSo some are already really credited. So some-.
Niels: Just a little effort. They should at least make a little effort. Or at least translate the stuff properly. If they're already sending it to people in all sorts of languages around the world. Come on.
SebastianBut the sad thing is, there is still a large number of people who just don't get it.
NielsYes, but I find that really hard to imagine.
Sebastian: There is already, so I think if the spam is a bit (?messed up), maybe the spam now is not. But if it is a bit (?messed up), of course. So otherwise it wouldn't go on. So it would be yes-. I can't imagine that. But well. Maybe there are some ... #00:18:39# to it, like-. I have already experienced things there. Even when I was still working in IT, I also experienced things. You wouldn't think that would happen. But it happens anyway. ... #00:18:48#.
NielsYes, you, even if in the end only 0.01 percent do it. Just send out 500,000 mails a day spontaneously via an SMTP server. A little bit will already pull.
SebastianYou can also just look for an open relay. Somehow an open mail server. And send out all your spam through it. There are plenty of them. We all let ourselves be influenced by things. That is-. You can't save yourself from that somehow. And some things work better for some people. Some people less. And I mean, my work is also relatively much, has relatively much to do with getting people to do something that they might not have done before. Like buying product XY, for example. Because I do push marketing. And you do pull marketing. With SEO. I do push marketing.
I want to show people something they haven't seen before. That they should buy it. But I think that there are just different differences between the ways in which you go about it. And if you just go to such things, then it is, I think, still important, with which way you sell the thing. And that it's not too scammy simple. So. Maybe that's a conclusion to the topic. One should, I think, still in the back of the head keep, on which fire the thing goes out? How do I want to appear at the end? How do I want to be known? Because if I do something like that and then become known for it, then that will inevitably lead to criticism at some point. And also to negative feedback and so on. I think you just have to ask yourself a little bit what you want to do. What you're willing to sacrifice from your brand. Because Apple would never do something like that. Because Apple is Apple. (Niels: Sure.) And they have a completely different value with their things than somehow a cheap cell phone brand.
Niels: Yes. I mean, that's not what the scam does, of course. But that you think about how you can sell different products, services, whatever to different target groups of people. Yes, that's marketing. And that's extremely exciting and a lot of fun. Nevertheless, I wish everyone, of course, that they don't fall for these yes very bad measures at the lowest scam end. And to simply develop the awareness, the consciousness, to no longer let themselves be pulled over the coals in this very, very overloaded time. But rather to get into the more conscious segment, where it is then already, yes, where you have to work out proper concepts to convince people. To sell them something. To make something palatable to them. Where it becomes exciting. There will always be people. So everything you see is only there to either collect data on how it doesn't work to sell you something. Or to sell you something successfully. And working with that is very exciting. And I'm looking forward to it even more in the coming years. And you for sure too. (Sebastian: Sure.) But still, we don't want anyone to get ripped off like that at the lowest end.
SebastianI mean, we decided to build our two companies in a way that we don't work like that. So I have, you won't find any scarcity on my side like that. There are on so there are on my side (?Contour) Actions. And of course you know a little bit how you can work (?on it). But I don't want to come across kind of arrogant here now and say that, "We are the coolest." And so. And I mean, sure, we also have tags on our site that kind of sells our services. Sure. But I want to now, so for us it's just important that we are just very, very down to earth. And that's how the video is designed. And that's how it was received. And that was also important to me. And so accordingly, I think that's also simply a brand question in the end. How you then proceed as a company.
Niels: Well. In any case, that's how I go along. But also for that I wish the people the awareness to be able to perceive that. And to be able to see it that way at all. And I've already noticed in many conversations with people who don't come from the marketing field that the awareness for this isn't really there yet. And that's why today's topic. Many people who are involved in online marketing will think to themselves: "Haha, LOL. I know all about it, it's my daily business. In a way. But it is then rather for the target group, than for the-. Made for the victims than for the perpetrators, so to speak. Yeah, man.
SebastianYes. So for more education on the Internet.
Niels: Yes, folks. Keep your eyes open on the road. And on the world network. And with that, I would say let's end today's round. (Music begins.)
Sebastian: We are out. See you next time. Peace.
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