How We'll Grow Rupert in 2025

We've got some big ambitions for 2025 - in particular, growing Rupert to 1,000 users. To do this, James and Michael discuss some ideas on how they can document the journey, create more content and remain consistent throughout the year. They also discuss some ads they liked this week, bad sales and IKEA meatballs (yum).

Prefer to watch? You can find the video version of this episode here on YouTube:
https://youtu.be/9HC-ucFjN0M

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Transcript

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We're going to be discussing our plans for this coming year, how we can basically document the journey. I think it's doable. So my question is how do we do it? It's not that hard. We just have to be consistent about it. Well done for you for doing a terrible sale. That's what we need to do. While come to episode 84 of The Fight. Master of day. This is a announcement. It's not good. Michael, how are we? Good. It's a new. It's a new year. It's a new. We're in 2025. Wow. The future sounds right. It's 2025 and checking out how we'll grow back. You never know. The advances in science. There needs to be some serious advancements. Although, actually, I found out. So Panos went for a second little turkey break. A lot of no Panos. Ciao. Legend is back in Thailand after a little stop off in Istanbul again. Friday actually looks very good. We've had to. So this episode is going to be a little bit different. We're going to be discussing our plans for this coming year, and I've got some ideas that I want you to. I want you to hear those ideas because you're the one that makes them happen. So do you want to? My eyes are open. Are. Do you want to tell the audience what typically happens with these other conversations? And so what happens? Oh, giant. As the way James sort of works is sort of like he'll see something or create something in his mind and then be like, oh, this is the one we have to do this. And then it's like this less sort of consideration, I guess, for how the mechanics of how it will be done. But it's more just like, yeah, we've got to make it happen. So which normally means I'm then trying to work out how we can bring him back to closer to reality. Maybe. But because you're very like, let's do it. This, you know how we do it afterwards. We just got to do it. So it's sort of like I'm trying to be more realistic sometimes. But we always get there. Yeah, we do, don't we? Like the Christmas that this year was a good idea? Yeah. And look what the result was. People love it. They've never seen such marketing in their lives as the as the comment section. Told us people were in the comments. People were in the comments. You like that now, don't you? Yeah. Okay. So if you're listening to this, I have got a new podcast. It's called in the comments thing. Let someone else that's on call. They didn't know it's this. Okay. We're going to call it in the comments. And, I'm going to be interviewing social media managers about how they can extract more value from the comment section and generally what they're doing across their social channels and how hopefully we can get those advice, go away, test report and give us some feedback as well. So that's maybe the first episode live. Now, Michael, join us in the comments. Join us in the comments. Link down below. But today I want to I want to give you my ideas for next year, Michael. And as the creator, I want you now to go either on the combined up or okay, I got it. So the first one is is and I know this is trite, so people that know me know that I hate all this, but it works. And I'm thinking purely in my commercial head on with my head of Mike mates caning me. I'll put that aside and I can deal with that commercially. We need to make it work. So the first one is is is Roubaix up? So I'm now obviously as you know we are full time on tomorrow, which is really cool and it's exciting. There's loads of good things come in and there's good conversations happening, which is brilliant and brands are using it, which is amazing. We've created product and people are using it. But I had this idea, didn't I, last year of, how we can basically document the journey, which is a our journey, but, you know, play the game. What is it is what it is. But I wanted it to be the road to a thousand users because people can get bored of that. Then, okay. Well, there are 30 today. How are they going to get to the next milestone? If there's a North Star, there's a North Star. Okay, how can we get there rather than I'm going to micromanaging all that. So right. To a thousand users, and I love the concept of that. And people like to come along. They like to watch these like, you know, not off the wall documentaries as such. I know what you mean. Because then they can also later down the line, go back and be like, oh, this was episode one. This is we've seen the growth. Exactly. So I want to do that. I would love to do every single week. I think once a week is more do before you've said to do it every day, which I think is a lot of work, and b each individual episode would probably have less because it would be like we have this many is. And then the next day we probably still have that many hours. But once a week I think gives you more to talk about from the last week. So so my question is how do we and you're going to pull up now someone that I want us to sort of emulate. Right. You guys YouTube channel up. Oh no, I mean, I, I'm a big fan of the, the type of content that he does. Right. So so my question is how do we do it? How do we do that documentary. That vlog is is it a vlog? Is it off the wall documentary? It's not documentaries. Yeah. It's so it's sort of like a vlog. It kind of. It kind depends. What? Because it depends. If you go in for, like, just you on camera updating, this is how it's been going. Or if you want a more sort of like Gary Vee type filming stuff as it's going along type thing, because we can do that. I can fit we can make a vlog. And just like I can come in the office and we can film and show what you're doing and that sort of thing, I don't mind doing it. I think it's just we need to pick whether it's because the way we do it right, 2000 years is when we're coming up. When you were originally doing the idea, it was sort of like, it's more like, you to camera saying, this is what we've been doing, which is less sort of like this. This is more like a sort of proper taking you behind the scenes type thing and on and off in the behind. It could be both. Well, I think it can be both. So if you were to, click on one of his links and obviously we're watching this in the background, don't put the sound on. But you'll see the, you know, there's some that is like, you know, on and it's really hard because people like, you know, James and Claire or Gary, they let's just have this play in the background. You know, there's a bit of B-roll. They've got a lot going on. Like, James has got multiple different businesses. He's in different settings all the time. Makes it easy because we have to really do is point camera at us. Literally you have to do. Whereas in the early stages of what we're trying to achieve, the annoying thing is there is actually a lot going on, but you just don't see my diary. Which is frustrating. So it's like, okay, well, how can we I think we can do it like how we do the, you know, when we do like the marketing showcase vlogs and like, I obviously film stuff, which can I say, Michael, people adore. Yeah. Like it. That's what I mean. But like the way we've done that, where it's like, if we're not together, you can film stuff and send me like if you're at home or whatever, and you're like, oh, I've got a call with so-and-so. You can do like a bit of film in before it and just say, this is who the calls were. Or if you can't say who it's with, just like the valid and then after it like how it's when you can send that to me, I can put it together, obviously when we're in the office or whatever, it's easier. But I think we can do stuff like this. It's just it's more I think for the stuff that I'm not involved in, I need you to film it because I'm not there. So it's like if you're at home or whatever and you can be like, here's what's going on. I can then obviously put that into a wider video, but a week of that is going to be easier because this video is what, like 20 minutes? Obviously wouldn't have to be that long, but it could be like, say, if you did some meetings, you can put in talking about that. If I'm in the office, we can talk about, well, working on we can show, this is what we're doing. This is my deal with Rupert, you know, like, so if you look at this one here, it's like there's obviously there's onsite stuff going on. And then what he's doing is, is in sitting down and discussing on the writing as well. He's not discussing why he was doing I said some things. Yeah. Which is quite interesting. I quite like that because, because what I think we need to realize is that although, yes, we create for made films of what I'm so by myself. And obviously when you're in here, I want to get to a place where it's. But it's easy for us, so it's easy to do. We've got a structure that we work, so we've got like a not timeline, but we've got a bit of a storyboard each week. Yeah, because you like the voiceover stuff. But I think sometimes the voiceover stuff is harder than just filming it, because it's like if you think about if you're about to like, go on a meeting with someone, you can just be fine and be like, I'm just about to going to meeting with this thing. This is sort of what it's about. And then after it do it because otherwise you got to film something. So there's something on the screen. And then I've got to find time for you to do the voiceover, and you've got to remember what you're doing. I feel like in a way it's easier just to film as it's happening, because that is then I think that's more engaging because then it's like like here we're seeing James Sinclair, like in a place showing what's happening. Whereas I think if it was just him saying, oh, I went to this place and did this, is he less sort of in it then we want to kind of feel like we're bringing people behind the curtain type thing. So I think the more we're able to film and we can obviously still do voiceover bits, but the more we're able to actually film the better at work. And I agree, and I would, I prefer it to be films like this that, you know, I know the set that the James has got, he's got like cold turds who just basically follows around from mate to like, every day. Yeah, that's how you get this stuff. But obviously now we can't, you know, in that should be good to find all the time. But the hard figures like Monday, Tuesday for May is, is I'm, I take my kids to school. So like, I work from, nine when I get back home from dropping their kids off to tend to three. And then I get the kids up. I work later on the evening, but that's every single Monday, Tuesday. Not just just that's why. But you can still, I mean, still film. I think even if it's like a phone set up that you record like 20 minutes of work on a laptop, I can speed up and just show, and then you can obviously do voiceover, some stuff, voiceover work and some stuff. I think it won't, but I don't like the more footage I have, the easier it is. Yeah, we just want to make it easy because I do want people to see behind what's going on. I want to be really open and honest with all the conversations I'm having, you know, the good ones, which are great, but also the ones that, as people say, actually, you know, I don't have enough comments or how do I combat that? Because they do have enough comments. They're just not extracting what they need out of it. So it's just how do we you know, how do we storyboard see every week different? We're not doing the marketing showcases next year. So we need to look at obviously that content. You know, we need to sort of but you know even every week is or even, you know, 52 every year. It's not many is it. Per you know, how quickly will it take you to edit, you know, want it to be released on the same day every week to get that consistency? You know, how how do we do it? I think it's I think it's due in my mind. I can imagine how it's doable. It's just making sure we've got enough, footage every week. Yeah, we can talk about stuff, but then it's like, if I don't have footage of it, it makes it more difficult for the video. Yeah. No. And I do like today, I, I filmed myself when I was on the call. Did not. Yeah. And I literally just went like log on. It takes two seconds. I've actually got I mean I've actually got a lot of those, that's what we need, right? Yeah. And then it can be like, you can then do a voiceover and talk about like the week as a whole and that because what I'd imagine would be like it moves from voiceover to then like like stuff to voiceover type thing, which is probably what you're talking about with this. Yeah. So all of this is like he's now talking, you know, all of obviously he's going to look at certain premises. So you've got this going on. What does he actually do in properties now. He's got loads different businesses. He's got like cat daycare centers. He's got hotels like hotel. And yeah, he's, he's it, you know, it has about 50 million. Yeah. Because the stuff like this is, it's, it looks like obviously he's got a lot going on, but I think it's we think we can do something like that. We have got a lot going on. We just need to document it. Read. I'm happy to. I'm can do whatever you need me to do. Yeah. Just intrigued to see how, how we do a live thing if we even if we had like, like how we have the drawings and we just had, like, folders for each week, and then when you film somebody, you can just stick it in the drawing. That's a good idea and just download it. Yeah, that's a good idea. We could do. But this is now see people listen to this is you know, it's only having these conversation. This is why I wanted to do this for this podcast, which is about how do we. I've got an idea. How do we do it? So it's all good. Well, stop strategically think about the idea, which I really want to do, because I think is going to really help, you know, what we're trying to achieve here, you know, it's going to really elevate what we do, and bring people along and start building the community and. Yeah, you know, and, and all that stuff, it's it's going to really, really help and, and people like to see what's going on behind the scenes. Not you know, I see I see a lot of these behind the scenes in like video forms, you know, for videographers to behind the scenes content and it's all right, but doesn't really add to it. Just you're not telling a story, are you? Yeah. All you're doing is showing you like the camera setup. Why won't move. This to me is that story of like, look, we're here we the story as we get to a thousand users by hook, by court, we're going to get there. But how are we going to get that? Or that already gives you that. Like through line of like a even if every individual episode isn't sort of about it might be tangential. Again, another big word, if it might be like related to getting more users. But like because you've got that goal of getting to a thousand users, that's always sort of that through line, which I think will make it more engaging. You've got that sort of like we talked about at the Christmas ads where you want like a story. It's like if every episode is still part of the road to a thousand users, they've always got that through line of like knowing where they go. Yeah, it's not just the aimless Rupert vlog where it's like it doesn't really lead to anywhere. It's like, this is like a, you know, a story type thing. Yeah, I want it to be a story because it's it's going to be hard. Like already there's, you know, it's been it's been challenging so far. You know, removing myself from the agency world to this has been a total, total mind shift. It's been very hard. It's been very I know I've had stuff going on, but you know, going from, you know, my side. I was say this through one the other day, my phone, I used to charge twice a day because the volume of calls I got on, I got none. I've gone from literally like being, you know, constantly run to zero. So there's some challenges, you know, suddenly you're changing your mind shift completely. Things like bugs on the system, you know, we're going to have a churn rate at some point. Some customers will leave while. And you know what that is? Can we can we can we can we find out? You know, there's a lot, a lot going on. But next year is the year where we're going to get to a thousand years. We have to get to a thousand users, and we're going and it's going to take some time. It's going to take a lot of hard work, but I want people to say that it's really not easy because a lot of these guys, especially on LinkedIn, you know, the old Lambo brigade, you know, Bitcoin really and you know, can this not this. Yeah. I you know I think that will be good for us and good. I was just thinking when we're talking about it's sort of unrelated, but in my weird YouTube rabbit holes there's Optic gaming who are a they're like a Call of Duty team, but they do these really cool, like, videos, called the process where they've filmed all this, like behind the scenes. Obviously, they have a lot of money and a lot of thing, but they like, document, like how they got from this is, in their case, need a championship. This is like them at the end talking about how they were feeling at the time. But then it's also got footage as it like went along of like stuff of how they getting on. And I think these things are sort of really compelling, these type of videos, they're brilliant. I'm inspired by these kind of thing. Obviously. That's what we need to do. Yeah, obviously that they don't do it like regular. That's more like a they do one big video that encompasses lots of that's over like months, but break it down to shorter ones. That's what we could do. Yeah I think it works. I can just film more. Please phone. Bye, mam. Have to do it. Okay. So how do we do this? What's the plan? So we're going to have a drive week by week. I'll just like how the podcast is a spider. It's like like the episodes of the podcast. But just with the weeks, whether it's like January, whatever to this or. And we could do like an introduction one could my you know what it is story behind it, you know. And that can be week one that we could do like an introduction. You can we are not just be meeting camera maybe maybe pulling in some old, shot shoots from like shows and stuff last year. And, you know, the voice over there and you can sort of B-roll. Yeah. And then just. I think it's the similar with the podcast where it's like it's not that hard. We just have to be consistent about it. So this is the consistency. But as long as we get a good slice we live that I said in the last one. Now we're using certain equipment. It's so much easier to film an another. These podcast, these mics are good because you can still you can use it on this camera. You can use on my phones. It's like wherever we are, we can have a way to record audio that isn't dog. No. So I think we okay, well that's our plan for next year. Michael and the new podcast, which is live now, and we have the what's it called in the comments. With Nick Stone on where do you need to be in the comments? It's versatile. Do you you like that? Only when I when I can grasp it and get on board with it. I'm like, in who is? I don't see Nick. He's not been there for a few weeks. Far as a he's got is for bigger fish to for time. Yeah. You've got some you've got some marks you want to show us, don't you? Well, I don't, I don't build it up too much, but I'm just trying to get in the habit. Well, I want to give a shout out to all the companies that did really bad. Black Friday sales. Because I'm still saying them because we obviously do a lot of video. So I was like, you know, I don't know if you see them. There's all these ads for like, lists are less SEO is one, motion or A.com is what they're basically like. Here's a website where like it's a bank of stuff so you can get like copyright free music, you can get like video effects, all this sort of stuff. So like, it's everything is meant to be like everything you need all in one. So it's got like copyright free templates, graphics, voiceover videos, like sound effects, all this stuff. So I was like, oh, one Black Friday here. I was like, I wonder if any of these are doing like, you know, any sort of promotion that would be good. I could like test it out and Motion Array are doing 10% off the everything plan. So which basically means that for a year, instead of paying 25 pounds a month, you pay 23.21 pounds. And I think that price goes back to normal after a year. So they've built. So your Black Friday sale is saving me 12 pound or something. Not any of the all of the other tiers that you offer. None of them are on offer. You've only done it on the biggest one and it's a pointless discount. So well done for you for doing a terrible sale. You seem pretty disgruntled. But yeah, because that annoys me that because I was I. If you don't like, I don't know, like 50% off your first month or whatever, or whether you go, you know, like you get your first month for like a pound and then after that you pay. I could have been like, oh, for a pound, I'll try it. So if it's any good. But if you didn't get me at 25 pound, why do you think you're going to get me at 23 is 21 pounds. Just doesn't make any sense. But that wasn't the marketing I saw. But okay, that was a special shout out to them. Okay. Sorry, sorry. I thought that was the market. I was a little bit confused going on the snake energy. We seen snake energy. I know of that. Like the one with the little bunny. Yes, they. I tried snake energy ages ago. I didn't really like it, but I'm in their email list because they did a thing where it was like, you get like ten individual sachets and like a one of the cup things for like 10 pound or something. So I was like, oh, that's good. So then I forgot about them. They sent me an email that said, we've added 10 pounds credit. And I was like, oh, consider me intrigued. And it's says, it's been a while, how about 10 pounds credit? And what I liked about it is it's 10 pound credit with no minimum spend. So they just basically give you 10 pounds and then they're like, you know, if you spend 15 pounds you love a freebie. Yeah. But everyone has like they could have done a thing where they say, like it's 10 pound off when you spend 50 pound or whatever, and I'm not interested. But now, even though I didn't love it, I'm thinking like, oh, if if you can spend like, you know, so have you, have you used I haven't I don't know how long it lasts. It might have already expired, but now, we've gone to 10 pounds, I probably says, and like that's just a screenshot. But that was on. That was a week ago. But I just thought, you know, I don't I probably shouldn't actually put the code on there. It's all still my code or blur. That's those good I love I like the I like the fact that they've got you back in the 10 pound, quite a different type of psyche, because if someone said all this 10 pound off, you wouldn't be interested. Yeah. So look at the psychology around that. So someone's gone 10 pound off. Okay. Well you know you have to buy something. Yeah I'm giving you 10 pounds a whole different ball game. Yeah. Spend it on whatever you want. There you go. And I'm like, you know, a very good psychology that we use that made me think like, oh, I wonder if I got anything I could draw but give me a headache. So I did that like caffeine drinks are. And I said, well, if you need to drink a lot, you know where to go to shout out to the boys. I think they've been sending some stuff to some like fitness influencers by the looks of it. Okay. Because I saw they've been people have been posting things that's so like thanks mineral. And they've like repost it on the story so that they're sending it out to fitness people. So then I'll follow your advice maybe. Yeah, I definitely yeah, definitely. I would get them into the CrossFit box with those types of opportunities, but we go off, okay. Yeah, I like that. I've not seen, my same not remember. I, I've seen a lot of good content on linked on, on, on LinkedIn over the Christmas period. Normally very negative on LinkedIn you normally like. LinkedIn is all terrible as well. It's just full of nonsense, Michael. But it's just full of but some, some people are using it very, very well. And yeah, like James Clutterbuck and I, I've mentioned it before, I, I just love his concern. I think he's brilliant. Thanks. There's so much similar stuff when someone just in the stands out. Yeah. It's fantastic. So that's really good. And then I, I like the Caleb stuff at the moment that is really hitting my feet. And I like a lot of the I like the way that TikTok at the moment shop is essentially, you know, grooming me into buying something. It's the only way to describe it. Like I had, I had, Mr.. On cursed period. I had an ad which was around, hey, buy these games. You know, you plug it into your PC and it has like a million games on, into your TV. So and it's like, I'll, I'll Pokemon game or Sonic games. I was like, oh, that's cool. It's like it's £12. I'm like, oh, how can I say no to this? And I actually bought one for the kids last year. So I bought like Game Boy one with those different games. I'm amazed it cost me £6. Each value was unplayable. So I went ahead and purchased that. And it's great. I've tried it for the sake of this conversation on the podcast. I've tried it. Okay, good. Okay, so yes, I have, but in reality, no, I haven't yet, but I'm pretty good. Yeah. So myself I got that. I bought the adventure book off of up as well that they room the allow me for that like they literally sold. I gained one post and just a grown to me. I can't avoid those sleep there phones I don't even want. I bought some of them. You can have them. So yeah, I did, but I've got really small little liars. I've got the salmon and they really hurt like the the pointy body earphones don't only fit my ears because they fall. I'll bring them in next time. And you can you can have them actually and try them. But yeah, that was me. I mean I just see them everywhere because even my, my AirPods, I've got like the AirPod like pro things, you know, the pointy ones they like even though, like if I move my mouth too much, they fall out my ears, which I'm for like trying to eat with an earphone. And it's just, I think these ones work for I've got those nicely with those in every now. So yeah, they help my eyes on the panel. Anyway, across the yes, at some of the marks I've seen. But welcome to 2025 everyone. We did say we'd continue doing this for the year, which changing the episode numbers we're going to remove that from and actually be like we were saying on episode 82, we're going to do certain things to try and push and increase the traffic of listenership this year. And we're to see how we get on to the end of this year. We'll be able to see how successful we will be. Good, if slightly another rat, because then it will show how much we progress. Since this year. So yeah, if all people in Sweden are still listed or if they've gone, we need to Stockholm Swedish phrases or something that can. I was going to say some of that, but I'm not going to but yeah. Maybe it's, maybe it's a, so maybe it's the market managers of Ikea, maybe the, maybe every Ikea in Stockholm. So if you've got some meatballs, you want to give us the hot dogs in Ikea. Lot of very good. All right. Okay. Anyway, nice. Happy new year, everyone. Happy new year, Michael. And, and welcome back to the fight map. So thank you for joining us on today's podcast. Remember, not every form of marketing is right for every business.