YouTube Shorts Are Money with Bruce Irving

Hey, welcome to the Restaurant Coach podcast. It is the cure for the common restaurant. I am joined. It's been a while. It's been a while. Joined by my good friend, fellow fellow consultant coach Bruce Irving from Smart Pizza Marketing. Bruce, my God, it's so good to see. I have not seen you forever, my friend.

It's been too long. Donald, thank you so much for having me on the podcast again, but I'm glad to kind of connect. I know it's been. We've been emailing and messaging and texting each other back and forth, but not in. Haven't seen you in. In a while.

Yeah, I know. I've been traveling a little bit. You've been traveling a little bit. You've been. You know, and we just were talking about, you know, the kind of exhaustive conference schedule that we used to both do and how. I don't know about you, but I'm trying to get out of doing some of the conference game. I got. I'm. I'm committed this year to speaking at Florida Restaurant and Lodging show in November, November 1st, 2nd, and 3rd in Orlando. And after that, I'm not doing any more for this year, I'm not doing any more.

I agree. Like, I have one to do. I'm gonna do yours in, which we're gonna talk about in a couple minutes. I have one in Orlando that I committed to, and then I quit conferences.

When you're out, you quit. You're retiring.

I'm retiring from conferences, yeah.

Now. Hey, dude, you're not doing a Brady, are you? It's like, and I'm back in. I'm out, I'm back.

It's a good question. You. I don't want to say I'm gonna retire forever, But I think 2020 changed a lot of things, you know, like, changed everything.

Changed the whole game.

People weren't as receptive to online events or Zoom calls before 2020, and they're just used to them now. So you have a podcast, which we're on now. I have a podcast.

I have a couple, actually, A couple podcasts.

So to talk to people that you want to talk to, you don't need to go anywhere. So I'm gonna hold my events to ones that I'm not gonna say I'm retiring from all events, but I'm just gonna do the ones that I really want. I want to do. Not that people ask me to do.

That's the way to do it. Yeah. Yeah. I mean, there's a couple I love to do. I mean, I love Doing hospitality Innovation Planet in Madrid every year. Yeah, I mean, I definitely would do that one again. It's probably the only one. Hold on. It's like what I really love.

You know, I used to say, you know what? Everybody, everybody starts out with a podcast.

Or, oh, you're, you're all over the.

Place, a consulting company. You always like, everybody wants to be a speaker. Right. And then, and I think that was me. And then I did a couple times and I'm like, you know what, I don't want to do that. So I think doing any business is kind of trying to figure out what you're good at, what you enjoy doing, and then trying to double down on what you enjoy doing. And I just realized that speaking at events isn't something I need or like to do.

Especially when, I mean, especially nowadays with social media and online platforms like YouTube. I mean, there's so much other ways to get your, your message out to people that. I mean, the podcast and YouTube for me have been huge.

Yeah.

I would say the majority of people who actually schedule like a one on one, you know, conference call with me as a strategy session, I would say 99 of people, ask them, how'd you hear about me through your podcast?

Yeah, right. It's the same thing. For me, it's like Instagram a little bit. From the videos that we do on Instagram, definitely the podcast. And even this event that I'm doing in October, I'm not speaking. I am kind of speaking, but I'm doing it in a different way. I'm just gonna have like a booth where we do this and I'm just gonna sit there and have guests on and do interviews. I'm not speaking like on stage and making a presentation. So it's a little bit different.

I saw Eric do that. Eric Cacciatore. He was at like the Texas show and he had like a booth set up and he was interviewing restaurant owners there and stuff like that.

And yeah, I like doing that. Like, I've done that a couple of shows before and I like doing that. So that's. We'll see how it goes.

Yeah. But speaking of coming up soon, October 24th, 25th, 26th, here in Scottsdale, Arizona, I have my annual restaurant success summit. It is an amazing thing. It's three days. I've got myself and seven other speakers. Bruce will be speaking at the event. It's not just a conference. A lot of people think, wow, it's a great conference. Oh, you know, I go to conferences all the time. This is not Only a conference. This, this is, this is, I call it Conference plus because a lot of times you go to these conferences. Bruce and I were talking about this just before the call is that you go to these things, you get all hyped up and then you come home and then, you know, you lose motivation.

Yeah, right.

But so this thing is different. So it's a three day success summit. 18 workshops. I'm also going to give you a 90 day membership into my mastermind group called Restaurant Masterminds. And in the mastermind group, I mean, I know Bruce has been on my mastermind group before and popped in, I popped in on his mastermind group before. You know, we're, we're all about helping you break free from, you know, get in to get the restaurant in the life that you really desire. And we'll do anything we have to.

Yeah, I think it's important to be, you know, like you said, it's, it's good to go to these conferences if you're the type of person who needs to be around other people in order to get motivated. But like you said, sometimes when you leave, that motivation goes away quick. So you do have to kind of hold yourself accountable. And it's good to see what other people are doing. Right. Like, it's cool to listen to a lecture and listen to what they say and them teaching you something and be like, all right, I want to do YouTube shorts and they show you how to do it on stage. Right. But then you go home and you're like, all right, what the heck do I do now? Who's doing it? Yeah, for sure. And just to like, throw ideas off of people.

Yeah. And I like the small. So I keep this restaurant success summit really kind of intimate. I only, I cap it at 50 people. And the reason I keep it small is that, I mean, if you want to, you know, wander around because the speakers stay at the place I do the event at. So if you want to wander around and talk to them, I mean, they're there to talk to. I mean, how many times have you been to like these huge events? Speaker gets them on stage, does his session, then that's it, good night. You know, it's almost like I'm out and then they leave and then you never see them again. And you might have had a question for him.

Yeah, I would rather just be like, you know what? Forget speaking on stage. Just answer questions.

Answer questions. Yeah, it's, it's awesome, man. I love it. So we always, I always schedule in a little bit of Q A at the restaurant success Summit. So people can ask questions specific to them and their business and stuff like that. So what's going on out there? I mean, social media is crazy. It changes so fast. And I just. So everyone knows Bruce Irving is the guy I go to to find out about social media because it moves so fast, you know, and I could easily spend hours and hours and hours. So what I do is I listen to Bruce's podcast, I learned what's going on, and then I share that information with my members. But Bruce is like the guy. He is like my go to market. All marketing is I go to Bruce for marketing.

I love it. I try to. You know what I call myself now? I'm an experimenter.

Right.

Like I use my man.

You try everything.

Yeah. Like I'll try it out and then what I do is I report back what we found. Like, for instance, YouTube shorts is something that has come on the scene. I mean, they've been around for a little bit.

Yeah.

But I feel like YouTube has really figured out how to first of all monetize YouTube shorts, which. Which is important to draw in creators from Tick Tock and Instagram. But also before, it used to be not the cohesiveness between shorts and long form content. And that means, like if somebody watched a long form content piece of yours, Donald, like maybe you did a podcast like this, you put on your YouTube channel and then you produced a short which is similar to a TikTok or Instagram reel, they wouldn't show that short to someone who's subscribed or watched your channel because they didn't know how to do it. But now they figured out how to match those two together. So if you create shorts and really grow an audience creating shorts, which is shorter form video, they will then suggest your longer form videos to those people who have watched or liked your videos, which is important.

Very cool.

And I think that's important for a couple reasons. Number one, YouTube's the only platform that has monetization for creators figured out. Well, like TikTok has a monetization platform where you can get paid to do reels and. And I'm sorry, Instagram. And then TikTok has the creator marketplace. But you have to have so many subscribers and have to have so many million views in order to qualify that for the average person. It's not feasible. YouTube is. Once you get a thousand subscribers and 4,000 hours of watch time, you're monetized.

Oh, wow, that's pretty cool.

And then you can. I mean, shorts, it's a little bit more. But once you're monetized on YouTube, all the content that you create, if you create good content, you can actually make some supplemental income on that.

So and for people who are like listening or watching the, you know this right now. So shorts are basically, the format is different. It almost looks like a real or a tick tock kind of. It's full length, right? Is that what they call it?

Exactly. Full screen. It's vertical. It's vertical video. Nine by 16. So think of it as YouTube's Virgin to fight tick tock Tick tock in Instagram reel. So any content that you would create for TikTok in Instagram Reels you can upload to YouTube as a short. And the shorts have been really doing a couple things like they're getting a lot of views because YouTube's really pushing them out to people to build up the platform and it, if you're struggling, like it's hard to build subscribers on a YouTube channel and it's hard to build long form content. Like anybody can make a 10 minute video, but to make a good 10 minute video that people want to watch is really hard.

That's dope. You know, that's tough.

So it's hard to build subscribers for a YouTube channel in order to get monetized. But YouTube Shorts gives you the ability to do that. I think it's going to really, I think it's going to really affect tick tock and Instagram and just like, you.

Know, and like I think, like I think we talked or one of the people in your mastermind group is in my coaching program too and they were saying that you mentioned that anytime a platform is trying out something new, like YouTube's really pushing shorts, they really, really push you organic. So it's like hot and now's the time you want to get in before becomes like standard and then they start, you know, taking off the throttle on it.

100 like TikTok, right? TikTok two years ago you could really build a quick following, a large following on TikTok two years ago. Today it's really hard. It's a lot harder to grow a following on TikTok today. It's still possible, way more possible than Facebook, but it's a lot harder to do than it was a couple years ago. And the reason YouTube is pushing these shorts is because in January of 2023, that's when monetization for YouTube shorts starts. So if you can get started today and get that 1,000 subscribers and the views that you need in order to, to be able to be monetized, starting in January, you can start making money from your shorts.

Oh, well, that's pretty cool.

Which you can't make money from. Like you make money from Tick Tock and Instagram because if you're a restaurant, someone watches your, your Tick Tock or your reel and then they, it makes them want to order from you. Right. Like that's how you make money.

Right, right, right.

But you can do that on YouTube. You could do that same thing on YouTube. Then obviously Google owns YouTube, which means people search for things and YouTube pops up. And if you make good videos, you can get monetized. So you make like money both ways. You get money from people watching your content and then they'll want to buy from you.

That's like the best of both worlds, right?

It's the first time that a, a business that's local can monetize audience across the world.

Yeah. And then one thing that I think I love about YouTube is like, Bruce did mention it. It's owned by Google.

Yeah.

Come on.

You don't think Google's, they're gonna support.

And promote their own, their own brand? You know what I mean?

You know, now that YouTube has shorts and people love short term or short form content. You don't think that when someone goes to search Pizza near me that Google's Gonna put their YouTube shorts on the front page? Of course they are.

Definitely. Yeah. It's a no brainer now. Yeah, yeah.

And they have it figured out where they can split the revenue with the creators. So, you know, you get 50 or 55 and YouTube gets 45. They have a really good revenue share.

Yeah, Stephanie from Slam Dunk Pizza, she said that, you know, you took her through, she's in your mastermind group and she's also in my coaching program. She said you figured through how to do some shorts and she put up a short. She said she got like 1500 views in like less than an hour.

Yeah. We were on the call this week. We had a call Tuesday. I talked about shorts. I'm like, Stephanie, put it, put a short up there. Take one of your videos that you have for tick tock or reels and just upload it to your YouTube channel.

Yeah.

In 20 minutes she had 900 views. Just like while we're on the call, she's like, that's crazy.

I know I did one. So after I talked to her, I was like, you know, because I always like, all right, Bruce is always, Bruce always knows where, where, where the shit's going right. And he knows where the trend's going. So I was like, all right, you know what? And I never put up a short. So I put up a short yesterday. I got like 1200 views in less than an hour.

Yeah, you're never gonna get that on. You will eventually on a longer form piece of content. Like. Yeah, the only thing I would do right now, once I was a restaurant is reals tick tock, YouTube shorts. That's. I would throw Facebook in the trash can because it sucks and blows. Wouldn't do anything on Facebook. I would only do. I would create videos on my phone. Like not on the app, but on my phone in vertical form. And then I would upload them to TikTok, Instagram and YouTube. I had a video that was on an Instagram reel and this account has 30,000 followers. So it's not a tiny account.

Yeah, yeah, that's a good account.

But. But the views. So it is part of the. This is Instagram now and tick tock and YouTube, it got a combined 75 million views on this one video on all three channels.

Yeah.

So the. Just to give you some context, this video, it was a meme. It was like a funny meme video, seven seconds long, very easy to create. It got 44 million views on Instagram. It got. It got 22 million views on tick tock and it got about another 15 million views on YouTube.

Oh my God.

Now for. To give you some context, on YouTube, it gained the channel 5 or 6, 000 subscribers.

Wow, that's really.

Which is huge. They got monetized with that one video.

With one video that got monetized?

Yeah, one video.

How many subscribers you need to get monetized?

You need 1,000 subscribers. So for long form content, you need 1, 000 subscribers in 4, 4000 hours of watch time in one year for shorts, you need 1,000 subscribers and 10 million views in 90 days. The 10 million views like we, we. I just started for one of the clients we work for. I just started a YouTube channel with them 30 days ago and it's a pizzeria and they already have 150,000 views. And we just started the channel from zero 30 days ago.

Oh, wow.

So it's not impossible to get there. It's very. As long as you're. I would say, like, if you're trying to get monetized, you already have an advantage because you probably have an Instagram account and a TikTok account or one at least. I would just take all of your archived videos that you have on Instagram and TikTok and start uploading two or three a day to your YouTube channel, especially if you're just starting out. And then you should get monetized within 90 days.

Yeah. YouTube is. If you don't have a YouTube channel, you are missing out right now, everyone. I'm telling you, if you have a restaurant 100. Yeah.

If you have a Gmail account, you probably have a YouTube channel.

Yeah. You actually have one.

Yeah, yeah.

They make it. They make it pretty seamless to integrate your stuff together. Gmail and Google, they want you to stay just like everybody. They want you stay in their platforms.

Yeah. I think. You know what, I've never thought of YouTube as a place for local businesses to kind of spend time and energy because it was difficult. I think this is the opportunity and this is the time to really start being like, all right, what can I do with my YouTube channel? How can I use shorts as a way to get to that monetization level? And then once you get there, then you can think of, all right, now what do I want to do with longer form content that maybe I've always wanted to do on my YouTube channel, but I didn't have the resources or time or energy to do it? Yep.

That's so cool. That is so perfect. And then, you know, let me ask you a question. Do you ever see a future where there's no Facebook?

Of course, yeah. I mean, there's no. I think everything has its. Its time and it's ending. You know, I think Facebook is deeply headed to the metaverse, but I think they're way too early.

Oh, the metaverse. Yeah, the metaverse is kind of cool, but it's. I think it's way too early for it.

It's definitely cool and I definitely think it's the future, but I think they're way too early for that. But for them, they're looking at it as an investment. Right. Like, to them, it's early and it's great. But they're going to be. When it is time for the regular folk like us to get on there, they're going to be the people to watch. So meta itself, I don't know if, as a company, I don't think we'll go anywhere but Facebook. The way we know it today, I don't think is a place where, if I was a local business, I would spend a ton of time. Listen, if I was a local business, depends on where you're at, I guess. If you have an established Facebook following, keep posting there. But if you're a new restaurant that's opening today, I mean, I would start a Facebook page, but I wouldn't spend any energy worried about how to grow my Facebook page. I would just kind of cross promote from Instagram to Facebook because, you know, Facebook's the only platform where you'll never reach anybody more without spending money then follow you.

Yeah, yeah.

It's totally pay to play 100% like you. If you have a thousand followers, no post you ever do is ever gonna be. I don't want to say. I don't want to say never. But highly unlikely that post will ever reach more than a thousand people.

Exactly.

Whereas on Tick tock, Instagram and YouTube, it's 100 possible. And not only is it possible, it's probable.

Yeah. And. And Tick Tock, you know, a lot of people didn't know what to do with Tick Tock and they're like, well, how do I use this for local business? How would you suggest a, you know, let's just say a pizza place. How would. How would a pizza place use Tick Tock for a business?

I would throw up two videos a day. If I'm starting on Tick Tock about everything I have on my menu. You don't have to. It's not a dancing app. So get that out of your head. That's two years ago. It's not dancing. It's more of what Instagram was a year ago. That's what Tick Tock is today. It's maturing. So the audience is very much maturing. But people look at Tick Tock as tv. Right, Right. Like Instagram was a. Yeah, Instagram Entertainment. Exactly. People, if you look at who and when people look at Tick Tock, they look at Tick Tock differently than any other social media platform. They go to Tick Tock to. Like you said, either it's beginning. It's becoming a place where people go to learn. Like, it's becoming almost like a Google where people go to search for things, you know, how to tie a tie or how to fix a tire or how to use Excel.

Those are on there a lot.

Yeah, that's what I would do. I would do every video I have, I would do as a. Every item I have on my menu, I would do in like a recipe, try to make it as short as you possibly can because attention spans are not high. And then I would use ads. Ads on Tick Tock are very cheap right now. And where Facebook took some targeting away because they got in trouble for privacy. Tick Tock is owned by China they don't give a.

They give no shits.

Right. So you can get a ton of targeting done.

Target everybody, man. They don't care.

They don't worry about that privacy concern. Like. Like, I know the government does with Tick Tock, but Tick Tock itself is not concerned about that.

So you heard it from Bruce right? Now, advertise on Tick Tock because they don't give a. They will show it to as many people as they can.

Yeah.

Because they want to keep it out there.

They're not. They're not worried about the. The controversy or trouble. Like Facebook is.

You don't have to have a certain amount of followers to do ads.

Not for ads for. For like live videos, which I would do. You have to have a thousand subscribers or followers on Tick Tock. You know, it's hot on Tick Tock right now. Believe it or not, there's a couple things. Live videos of just people putting up in their kitchen. Right. Like for pizza places.

Yeah, yeah.

They just put their phone up and go live.

And then I saw that the other day too, and like. But there was like, no, you gotta play this element. It was just like. It was a live feed. But like, there was nothing going on. It's like. And I saw like, somebody walk by. I'm like, what the hell is this? Yeah.

I would do it in prime time. Like I would do Friday night when there's a lot going on. Yeah.

Guy walking by.

You know what other two things are hot on Tick Tock Lives? One other Tick Tock lives that are pretty popular are. One is where people sleep. They literally just put their Tick Tock live on and people watch them sleep.

Are you serious? That's. You want to talk about. We got some dysfunctions going on in the world and right there.

And then another one is like, people will just put their Tick Tock up on a. On a. Like a iPhone holder. Right. Play a little background music, like jazz, and then just work on their computer. And people just get soothed by seeing people work on their computer, like doing their homework.

That's crazy.

It's crazy. You never know what people are looking for.

Well, you know what it is if people try to escape their life?

Yeah.

That's why we go. That's why streaming services, social media, that's why it's huge. Everybody wants to escape.

But if you think about that, none of those are controversial or politics or no fighting.

It's all like, too. Yeah, it's not. It's not. It's not polarizing. Yeah.

It's Just like, it's just like, you know what? I need someone to hang out with. I'm gonna put this Tick Tock live.

On and watch them camera right behind me. Like, this would be very kind of meta in the sense that I do a camera of us talking together on a computer. There you go. Right?

So I did that on a podcast. Yeah, I tested it out. I told you, I test it out, man. That's what I do. I did a podcast and I use an app. Like, yes. You're using Stream Yard. I use Riverside. So what I did was I just put my phone up on a holder and I put Tick Tock live on and I got like 1200 people watching us live record a podcast.

That's awesome.

But it's like, what the hell do people want to watch that for? I don't know. But somebody wants to watch it.

Somebody wants to watch it. Somebody's interested.

Yeah, it was crazy.

I'm telling you. I'm telling you. So, yeah, at the restaurant success summit, Bruce is going to talk a little bit about Tick Tock ads. Yep. And another thing he's going to talk about is guerrilla marketing.

I. I like this one. And I have a little different take on guerrilla marketing. I think when people think of guerrilla marketing, they think of guerrilla marketing. 1987. Yeah. Right. Like you think of, you hear the word guerrilla marketing and most people be like, oh, that's what I used to do back in the old days of owning my restaurant. I used to do guerrilla marketing like Instagram, Tick Tock, email. Like, that's the modern day guerrilla marketing. Guerrilla marketing is just getting attention for your business without spending money.

That's it. That's exactly. That's a grill market. Grill marketing is a low budget. It's basically bootstrapping.

Exactly.

I'm like, I'm driving, I'm driving traffic. I'm getting attention. It's mostly getting attention.

Exactly. That's all it is. Now there is offline measures to get to do guerrilla marketing, which I'll. I'll go over a couple examples that I have at the summit. But it's. If you think about guerrilla marketing, just think about it this way. It's. How can I get attention for my business without spending any money?

Exactly. Yeah.

Or breaking the law.

I had someone the other day, I mentioned guerrilla marketing and they were like, oh, wait, I gotta get a gorilla soup. No, dude, you know, I mean, that's.

Kind of guerrilla marketing. Right?

You could get a mascot suit. I mean, they're actually, I think there's a There's a Instagram page, and these guys run around in these gorilla suits, and there's three of them. They run around. They go, like, the grocery stores and, like, you know, and they're, like, grabbing like. Like, the funniest one I saw was there at the grocery store, loading up the grocery basket with bananas. Like, I mean, the thing's, like, piled up with bananas, and they're like. Then they're running over, you know, trying to run out the door, and then the security guards chasing them. It was crazy.

That's actually a good video, though, because that's gonna get attention. It's gonna go viral.

Yeah. I'm like, oh, my God. What is These guys in these gorilla suits. And the funny thing is the company, they sell the suits. That's what they do. That's what the company is called. I think it's called Chub Suits or something like that. It's like cub suits. It's crazy.

You know what else I had. I had a client. Have you ever heard of the website Cameo?

Yeah. Cameo. Yeah. That's where the guys come and do the. Like, they do, like, videos for you. Like, the famous people. Yeah.

Celebrities or be celebrities or whatever. So I had a client that we did a. A cameo, and it cost $75. So it's not guerrilla marketing, because it costs money. And they did a video. They paid a person that was on a TV show that was local to their market. Like, people who lived in their market would know. Cost 75 bucks. And you can't say. You can't on Cameo, say, hey, say how great you love our business, because it's like, business. You can't do that. But what they did do is they said, hey, congratulations. We're opening our next location. If you could just say congratulations to the team, that would be awesome. This video got. I'm gonna pull it up right now on my phone because it's on their Tick Tock page. They had zero followers on Tick Tock.

And they had zero followers.

Zero followers.

They had a cameo. Just saying, hey, congratulations to your new location.

Yep. And this. I'm gonna tell you right now how many. Follow how many views this video got 250,000 views.

Holy crap.

Yeah, because. And it's like, people recognize the person.

What's the name? What's the name of the. What's the name of your account?

I didn't ask him, so I don't want to give out their name. I'll message you. I'll message you offline.

Message, message. I want to check it Out. Because that sounds pretty cool. Yeah, I've heard of Cameo. Yeah. It's where you have, like, you have celebrities, like, and I know a lot of people do it like they have someone wish them happy, you know, wish happy birthday. You know, just really easy things.

Yeah. Like, I want to get George Costanza to say hello to you guys because I love Seinfeld. So I want to try.

Awesome.

Do an intro for the pot for the. The session. I don't know if he's on there. I have to check.

Alexander.

You got to be careful, though, because they did one crazy.

There's some crazy priced ones. Trust me.

Crazy price ones. And some people aren't good at it. So this one particular lady was really good at it, and she did a great job. And then they did it again with an athlete and hits. He sucked. It was terrible.

Yeah.

See?

Yeah.

But you don't get your money back. It's just like. It is what it is.

Yeah. Yeah, that's cool. Cameo. That's a good. That's a good inside trick. Cam, check out Cameo. You should have. You do. You should be on cameo doing stuff.

I don't want to. I mean, maybe. Maybe I will.

Nobody wants to pay for pizza marketing if you want the best pizza in town.

Yeah, right. Get your ass on YouTube shorts. That's what I'd say.

Get your ass on YouTube shorts.

Let's do it, buddy.

That's it. That's it. Definitely.

So, yeah, I'm excited to talk. I'll talk about Tick Tock ads, which I'm excited about. I'll show you probably more about shorts because it's. Yeah.

Tick Tock ads. And shorts will be probably one session. And then you're gonna do a session on guerrilla marketing.

Right, Guerrilla marketing, which I did a video on. But I'll go in a little bit more details and give you some more examples of guerrilla marketing for the modern.

Day era, for the modern day person. As of October 2022.

Yeah. No gorilla suits. I don't think there's any gorilla suits in my session.

I mean, you know, I mean, I think a gorilla suit or a T. Rex suit. I mean, that's girl marketing. Me, it's not really. Girl marketing says that you probably gotta buy the gorilla suit and the T. Rex suit. Right.

You know what I think of that? And I say, you know what? Most people will be like, I gotta buy a T. Rex suit or a gorilla and have them stand outside of my business. Yeah, I think they should do what you said. Buy. Have. Pay someone to rent A gorilla suit and then go do funny stunts around yourself.

Yeah, like. Like how. How funny would it be? Like a pizza place, 2t. Rex sitting at a table trying to eat pizza with their little arms. Yeah.

Or like a gorilla carrying 27 pizzas out of the restaurant. Right. And, like, people are like, just don't make it obvious. Like it's just routine. And then you get people recording it and then posting it on their social profiles.

That's viral right there. You know, Joey's pizza place. And I mean, a gorilla, like, almost like knocked me out the door.

Yeah, but don't. Don't make it like a scene. Right? Like, the gorilla should walk in like he's just a regular customer.

It's a regular guy.

Can I have 27 stack of pizza.

Boxes there that he grabs and he just walks out with a stack.

Your customers would be like, what the hell is going on here?

That's good stuff.

That'd be hilarious. I hope somebody does that and tag me on it, because I want to watch it.

Yeah, I want to see that stuff too, man. I think that stuff's hilarious. I. I think you and I both have that kind of off sense of humor. Yeah.

I don't like. I think you need to have a little bit of an off syndrome. I work best with people who not. I don't want to say don't give a. But.

You can't. Don't give a. You can't give a.

You can't be scared. You can't.

Can't make waves. If you give. If you care, you know, if you wanna. If you have a serious message, you want to get your message out there, you gotta have this kind of like, I'm gonna throw this devil don't care attitude, and I'm just gonna go out there and get my. Get attention.

Yep. You want to be respectful and you don't want to offend people, but you can't try to please everybody.

That's the worst thing you can do.

Yeah. And we said, I work best with people who, like, we have a couple clients who have that same mentality, and they're not afraid to, like, throw shots at their competition in a. In a fun way. Which is fun. You know, it makes it interesting.

I have. I had someone the other day. There was a. There was a pizza company out there called Toppers. Remember Toppers? Yeah.

They're like a franchise, right?

Yeah. And they do, like, really aggressive, like, in your face marketing. And I think they had an ad they put out that says, we teach, we treat each pizza with love and care. Just like we did your girlfriend last night. I'm like, damn, that's brutal.

That's funny. Most. Most owners, though, will be, you know, if a hundred people comment and two have a negative comment, they'll focus on those two.

They'll focus on two negative instead of.

The 98 funny ones.

I'm telling you. Here's my other thing I would tell you, and I would warn you, when you try to get attention, when you try to market your brand, you will have haters. Embrace the haters.

Yep.

Because I'll tell you right now, unless you start getting some people that are making comments, you're not pushing the button enough. You're not pushing the envelope to get attention enough. Yep.

I don't love them. I hate my haters, but I don't. You know why?

Because they inspire me, man. It's like, that's awesome. At least I did something that hit a chord with you.

I don't. I hate them. Yeah, but they're. But what are you gonna do?

But, you know, actually I kind of pity them in the sense that that's. They're just stuck in that lot of life and they just have this negative attitude. True, man. I got somebody like, I'll post something. I'll make a com. I'll put a post up. I'll get some negative energy. Vampire just wants to suck the life out of it.

True. You're always gonna have that. No, it's kind of like how I look at people who leave one star reviews.

Oh, my God.

Like, why?

You have a whole good thing about this. About what? People leave one service. No one likes you. Yeah. You're stuck.

Listen, nobody likes you. Listen. Two star reviews. Three star reviews. But generally, if you leave a one star review, it's something that could. You could have went to the person and said, hey, this is what happens. Nobody likes you anyway. If you left a one star review out there ever. Nobody likes you. Nobody likes you. Nobody. Sorry.

True. No one likes you. No one respects you. No one appreciates you suck, basically. Yeah.

Because no matter what you do, say you visit a restaurant, no matter how bad it is, you could at least put two stars, right? At least like one stars. You're just a bitter person.

One star. Yeah, you suck. I mean, you suck bad. I mean, I'll say it too. If you leave a one star review, you suck bad.

I mean, I've never. I don't generally leave reviews in general. I just don't like. Especially if I have a bad experience. I just don't go back. That's my review.

I just don't go back.

Yeah, I was.

My friends don't go there too.

Yeah, exactly. Like word of mouth. Like, I'll be like, if someone asked me, that place sucks. Don't go there. But I won't go on the website. And I was like, we should start a. We should start a business where you review people who leave reviews.

That would work actually. That would actually probably, I think, very, very, very popular.

Like Yelp started a business where people leave reviews for businesses. We should start a business where people leave reviews for people who have left reviews.

Yeah. And then you do some like. Well, it's like, you know, businesses, they know your address, stuff like that. We should do it where we review the people who do one star reviews and we leave your address or your.

Instagram handle or TikTok Instagram handle.

We tell people where you are online. Yeah.

Phil's full of shit. Look at all the one star reviews he's left everywhere. He's just meant people.

I mean, some people just love misery.

Yeah. I don't understand.

Yes.

And you people. I've never been to a business. I don't know. I've never been to a business that was so bad.

Yeah.

That I wanted to leave a one star review. Like, ultimately I always think, like, yeah, I may have a bad experience, but at least, I mean, that's still a person trying to make a living.

Yeah.

You know, I don't want to be the person that puts them out of business even though they sucked and they probably shouldn't be in business. I don't want to be that person that makes it happen.

I've done two star reviews.

Definitely.

Me too.

Yeah, me too. And even that, I'm just like, you know what? I don't even go back. I just don't go back. Like you said, tell your friends not to go there. It's not worth it.

Yeah. Or you call the place and I'll tell you right now. Yeah. I normally, it's like I try to get resolution with the, with the leadership team, with the management team. If I don't, then I put a two star review up. And if, if they. Now here's my thing. If they contact me to apologize and they're sincere, I'll take it down.

True. You know, which most businesses should do.

They should, you know, I will. If they, if they reach out to me and they're really sincere. Not about it. And you know, not like, you know, someone's having a bad day. You know, I was up In, I was up in Spokane. I stayed at a hotel and there was like, no shampoo. No shampoo, no conditioner, no body wash in the shower. So I, I go down the front desk and I asked the girl, hey, listen, I just. There's, you know, maybe I'm wrong, but there's no shampoo. Oh, see, I just had this ad. You're like, oh, okay. And she just stood there. I go, well, can I get some shampoo? It was like 7:30 and I had to be at a meeting at 8, like 8, a little after 8. And so I was like, can I get some shampoo? Well, yeah, well, you know, you should let us know. Well, I didn't notice it until this morning when I was getting ready to get in the shower and I noticed there's no shampoo. So I come downstairs. You know, I didn't like notice last night. So now, from now on, though, every time I go to hotel, first thing I do is I check the bathroom, make sure there's adequate supplies, right?

Yep.

But she gave me this attitude and then she says, well, I'll call housekeeping. So it's like, you know, it was like 7:30, so 7:45, no one's there yet. 7:50, no one's there yet. So I call back at the desk, I'm like, you know, it's been like 20 minutes. I haven't seen anybody here. I really need to get in the shower and get this thing going. I don't want, I'm going to be late already now for my meeting. And I like at least wash my hair. And then she's like on the phone.

She gives me a city, sorry to inconvenience you.

And she's well, you know, housekeeping doesn't come in till 8. I'm like, whoa, whoa, whoa. You knew at 7:30, housekeeping doesn't come in at 8. And you didn't tell me then that you weren't going to do anything until 8 o' clock and you're going to make it someone else's problem. I said, listen, I know the room next door to me is empty. Can someone just get a key and go to get the shampoo out of that room. Help me out here. I just want to take, I just want to take a shower. And she's like, well, I'll call. Housekeeping will be here probably. Housekeeping will be like in five minutes. It was like, you know, 7:50. Housekeeping should be in any minute. I'll call them as soon as they get. I'll call and leave a message for them. Eight o', clock, nobody shows at my door. Eight, ten, no one's at my door. I call back to the front desk. Listen, I really, I mean I'm, I really, really need some shampoo. Bad, okay? Like really bad. I've already called my, my, my client and said I'm going to be late. So I already got. I'm going to be late, but I really need the sh. Well, I called housekeeping and told them. I don't know what I can do for you. Can you just, I mean, you, you can't find me same shampoo.

Oh my goodness. This person didn't want the job, they didn't want to work, they did not.

Want the job, so they got a two star review.

That's understandable. How about this?

That was vivid. Livid. I mean, just livid. I left a two star review within an hour and it was on TripAdvisor within an hour. The manager replied, sincerely, apologized, called my room to apologize, left a voicemail there, called my cell phone to apologize. So I took it down.

Oh, there you go. How about this? How about we compromise?

How about he was very nice and he apologized and he understood and he says, and then they basically said we also now just let you know we do keep shampoo behind the front desk. Anyone ever comes up to us, they would know that we do.

So in the future, if you forgot, if this hotel forgot your shampoo and they have it at the front desk.

We'Re not waiting for someone to make it. Right. Well, we could, we can, we can fix it right then, right?

Alright, how about this, Donald? I have an idea. How about in order to leave a one star review, you have to make.

A video of it, you gotta make a video of the one start. That would have been a good video.

It would have been a good video. And I feel like most people are afraid of video. So if they have to make a video in order to leave one star review, they just won't do it.

That's a good way to do it. That's a good.

It's very easy to just like make a fake name and profile and leave a one star review and anonymously.

So Bruce will be at the Restaurant Success Summit. You can grab a ticket@restaurantsuccesssummit.com if you want to grab a ticket. Please get your tickets at the Restaurant Success Summit.com. i got a few seats left. Remember, I do cap this at 50 people. I'm very, very close to selling out. It always sells out every year. Bruce has Always been very, very generous with his time and helping us out at the summit. So I always really appreciate that. If you need to reach Bruce, you always get him at Smart Pizza Marketing. Is that still the best place to get you?

Yeah, that's fine. Smart Pizza Marketing. All our links are there and contact form if you want.

And you have a couple podcasts out. How many? What's name some of your podcasts you have. So I have marketing. Yep.

And then the marketing club podcast. So Smart Pizza marketing is pizza marketing. Not pizza, but like pizza. If you like pizza or restaurant, that one's interview entrepreneurs in the pizza business and talk pizza. The marketing club is more like what I find from experimenting with marketing. I share in shorter audio form. Like 15, 10, 15, 20 minutes.

Oh, yeah.

You know, like today's episode that came out was all about YouTube shorts. So if you want to learn more.

Specifics, that just reminds me of something. I just want to remember when Clubhouse was out.

Yeah.

Oh, my God. Now, did you see LinkedIn has audio rooms now.

I didn't. I. Somebody had an audio room. I don't.

Yeah. Now LinkedIn is trying to be Clubhouse now. They got. You can do an audio room now.

Is Clubhouse still a thing?

I. I think Clubhouse died.

I think there's some people who still use it, but I.

There are some people still use it. It got just too crazy. I mean, just people arguing. Yeah, I don't like that kind of energy.

The audio is terrible too. Like, anybody with an iPhone can use it, which is great, but it's. The audio is just bad.

It sounds like that, you know, it's like. It's horrible.

I'd rather just listen to a podcast.

I'd rather listen to a podcast. Yeah. If I listen to anything. If, you know, my go to stuff is like a podcast. I love podcasts. I listen to Bruce's smart piece. I actually do listen to his marketing club. Some of my favorite ones. What's some of the other favorite podcasts out there that you like to listen to?

I. I used to like social media marketing podcast. It's the social media marketing show that Michael Stausener does. That was a good one that I listened to for a while. I got a little stale lately, to be honest with you, but that's a good one. The one I've been listening to a lot is my first million with Sam Parr and Sean Puri. Sean was with Twitch. Do you remember the app that we used to use called Was the first app that we did live videos on Way Blab. Do you Remember that?

Oh, Blab.

Yeah.

Yeah.

So Sean was the founder of Blab. He created Blab.

Really? That's crazy.

Yeah. And then Sam created the newsletter called the Hustle, which is like marketing, news, politics a little bit, and they had a couple million subscribers on that. They do a podcast called My First Million. And it's just business ideas and they have guests on once in a while. It's just a.

It's.

It's kind of like what you and I are doing now, but with them. And it's just. It's one of my favorite ones to listen to. And that's kind of it. I've been not into podcasts. I've been, like, kind of working and listening to YouTube a little bit and focusing. But those are my two go to's.

Yeah. Listen to your marketing club. One is your smart pizza. 1. I also like the game with Alec Hermosi.

I do too, but that's more for me. Like, I like Alex Hermosi.

He.

He does a good job, but it's a lot of funnels in things that I'm just not into.

I'm in the funnel.

So perfect for you. Like, yeah, like, you do that. So if you are a business, like, if you are a consultant who wants to scale and do funnels. The thing about Alex, too, is he's not just talking from theory, which a lot of people do.

Yeah, no, he actually. I mean, he did.

He's done it.

He's done it. Done it. Yeah.

I watch his YouTube channel. I don't listen to this podcast, but I watch his YouTube.

Yeah, yeah, his YouTube channel too. Yeah. He's. He's just a character, man. He's got great energy.

I like that fact that he's just like, no, no, nonsense. It's like, just, here's the facts. This is what to do. Take it or leave it.

You start wearing, like a breather. It's a breathe, right?

A breathe strip and a mustache.

Breath strip and a mustache. That's what I need. I don't. I just. I didn't know. I just can't pull off that. That's a pretty heavy duty mustache. You've never seen Alex or Mosey, go check them out.

I can't grow a mustache, so I.

Can'T grow a mustache. Doesn't work for me.

No, me either.

Bruce, always a pleasure, man, having you on the show. I appreciate your time as always, my friend.

Thank you. It was a pleasure being here.

If anybody needs to get a hold of Bruce, please reach out to him@smartpizza.marketing.com. go check out his YouTube channel. He also has quite a few podcasts out there. Both of us are both committed to any way we can help you, you know, build your brand, strengthen your team, and increase your profits. We're. We're both game for it. So thank you.

Thank you.