Louis Vuitton and Dior's genius real estate strategy, Is Alex Hormozi right about not promoting in your content?, Traditional content marketing is dead - here's what to do, and The power of marketing a magic pill (Ozempic)

0:00Do you know about Louis Vuitton and Dior's genius real estate strategy? No, but they probably own a lot of the real estate where their stores are. So check this out. So Trung Fan says this, New Bloomberg profile on Bernard Arnault with details on LVMH's real estate strategy and why it's key to beating luxury rivals. So I'm going to just call out the highlights here. So when LVMH buys a building, so they own Dior, they own Louis Vuitton. So when they buy a building, it takes the best storefronts for its own brands and often asks rivals to move out when their lease is expired. That's the first part.

0:33The second part is, they are either, so for rivals, all this creates an intolerable imbalance of power. They are either at the whim of property owners desperate to score a Dior or a Vuitton store, or LVMH itself is their landlord. Either way, they're likely to get bumped from the best locations. That's smart. Yep. And that's why they're one of the most valuable companies in the world. And you're saying that in many cases, they're just buying the real estate. Yeah. So look, Arnaud explains this imbalance in a few ways, namely through real estate. His private equity arm, L. Catterton, owns properties worth billions of dollars, including premier retail locations and office building in most major cities.

1:13And it's taken advantage of cheap borrowing costs to accelerate the pace of acquisitions. Last year, LVMH spent 2.45 billion pounds on, or euros maybe, on real estate acquisitions, a record for Arnaud's group. Yeah, here, check this out. I just Googled. the property 468 north rodeo drive which rodeo drive in beverly hills is amazing real estate for shopping is owned by lvmh is not currently being used the property housed brooks brothers store until 2018 when the men's clothing brand sold the building to lvmh there you go see reinforced sometimes there's like multiple dimensions of chess you have to play to win yeah dude wow who lvmh buys rodeo drive retail space for 110 million dollars i didn't realize this expensive when uh this is march 2018 so it must be a crap load more now yeah okay lvmh uh louis vuitton inc purchased a two-story 6200 square foot retail space at 456 north rodeo driving Beverly Hills for$110 million, nearly$70 ,750 per square foot.

2:29Wow. And their stores look the best. When you drive by Rodeo, the Louis Vuitton store, there's a Dior store, right? Or is it coming? Dude, I don't know. You would know. My kids don't shop at Dior. Wife? She sops like at Aldo and Lululemon. Oh, see, that's good. she has she has louis vuitton and all these brands too but she doesn't wear them so she stopped buying clothes yeah yeah when i first started dating her it was different but at this point she's used to how long did that take not long by the time we were married and stuff she never cared for fancy stuff dude there was one time i bought her a louis vuitton purse and i don't know how much it costs but this was when we were having our first baby and i bought a louis Vuitton purse that a, it was a big, nice purse that had these compartment drawers that you can add inside.

3:21So it'd work like as diaper bag, et cetera, but still be a Louis Vuitton purse. Yeah. And it looked really nice and expensive. Guess how many times she wore it? Once. Zero. There you go. And then a few years left later and she liked it like genuine. She liked it, but my wife doesn't really care on purses. She doesn't really wear fancy shoes or anything like that she has a one carat ring doesn't really care for you know fancy ring yeah and like one of our friends that has a 10 carat ring really yeah i told you oh yeah that's true but you know everyone had each their own i think what we spend money on is i don't know what we spend my homes yeah probably homes is a big six fence yeah i mean in the last 12 months alone you've swapped probably like six or seven.

4:09Yeah, sadly. I got to take a minute to tell you about the Agency Owners Association. This is a peer group for agency owners, think YPO or EO, but for agency owners. And I just wanted to read you a couple of testimonials. So this first one comes from Carrie and we asked her, what do you like most about the group? She said, having a group of people to discuss and bounce ideas. The leads are great too. Yes, we share leads in this group as well. This one from Alian, he says, the ability to really post whatever I want and need and the group response. Great experienced members, getting a lot of insights from conversations with other members, getting a lot of value from sessions from Eric, getting advice from others as well.

4:44And so if you want to grow your agency faster and you want a peer group to do so, just go to marketingschool.io slash agency. This is a group that both Neil and I created. And our hope here is to create a vibrant community of agency owners and do a lot more with it in the future. So again, marketingschool.io slash agency, and we'll see you inside. I saw an Alex from OZ short. So Alex from OZ talks about not promoting in your content. So he has a short over here. Maybe I'll just open it so you can see it as well. My recommendation is do not promote in the content ever. So think about it like this, is that you want to have this big, valuable thing, all this content that you're teaching.

5:20The CTAs, in my opinion, in content are not very effective. They kill reach. It feels weird. No one likes it, whatever. People will naturally just take the next step if you put in the descriptions you put in your link in bio like you do those two things you will get traffic to your stuff by just saying this is what i do agree or disagree he's talking about social content because he's talking about social content i agree if he was talking about blog-based content i would disagree so social content in terms of like your long-form youtube for example yes but one really quick thing on the good marketing you're probably thinking there's other stuff out there the best marketing doesn't feel like marketing there's other quote-unquote similar versions of it who said that that is thomas fishborn yeah see good old thomas fishborn i have no idea who that is but mine is good marketing looks you get what i mean yeah there's other variations yeah yeah yeah yeah um but yeah so when you look at what alex is talking about if you're creating social content anytime you're driving people off the platform you're ruining your engagement numbers and i think it hurts you versus just telling people about it within the video and having the link in the bio.

6:30I agree with that. But on the flip side, if you're ranking on Google and you have tons of people reading your content, if you don't put a CTA within your text, within your blog post, you're not going to do as well compared to if you did. So agree on the second part. I think, so I looked at all the signups for the Agency Owners Association. 90 % came from our mid-roll ads. Yeah, but it depends on the type of ad. Our content here. That's an inside ad. That's what he's talking about. That's what he's referring to. But he's not talking about podcast ads. No, he's talking about basically in-content ads, right?

7:02For social media. But that is social media. Our podcast is not. Most people listen to it just downloading it from iTunes. It's both. It's on YouTube and it's on audio. But there's no way we're getting the views on YouTube like we are within iTunes. We're getting pretty good views. We got like 80K last month. I bet you it's not even 10 % of our views. It listens. Overall listens can't be even 10%. different because there's shorts included. Yeah. So we can only look at the long form. You get what I mean, right? Like if you compare the long, and if you also look at the shorts, I get an ADK views.

7:33A lot of the shorts don't even talk about agency owner association. No, they don't. Videos. Okay. So yeah. Returning overall video views. 8 ,000. Yeah. 8 ,030 days. So that's long form videos. But I would just say, I think, absolutely put your link in bio. Absolutely pin the first comment. That will always work well. And we talked about this. Yeah, you have another 30 minutes of suffering here. So Luke Belmar, we talked about how he gets 200 million views a month. What I do like is he doesn't put an ad in. You can't put an ad in a short, right? But what he does have is he has a watermark where it just shows whatever it is that he does.

8:17And that actually gets a lot of people searching for it. And you want to talk about branding from an SEO standpoint. that works out well too. So just depends on what you're doing. I think we definitely do it for audio and it works well for us, but for social, I think we can't speak to it yet to Neil's point. No, to social, we've already done a lot of tests. I, at least I've done a lot of tests in social media. If you send people off your content in the middle or something like that, you are going to lose engagement and your reach is just going to get suppressed. But on the flip side, if you, with your blog articles or other formats that aren't relying on social algorithms, you can send people to wherever you want.

8:56Because if someone's reading your blog article, you're sending them to a CTA that's still keeping them on your side or wherever you want. And you can still do well. Yeah. You know, podcasts are interesting because when you think about Alex Friedman, for example, he posts to YouTube and it gets a lot of views. But his first five to 10 minutes is all ads. Right. Right. And, you know, I'm like, yeah, you're right. It does kill retention. But, um, okay. Lex Friedman, F R I D M A N. You know, I think on YouTube, he might actually take away the ads for audio though. He keeps the ads there. So that that's actually, okay.

9:27That that's how it works for him. Okay. So I'm going to type it in Lex L E X F R I D M A N. And while Neil searches for this, um, he interviews like Mark Zuckerberg, Jeff Bezos and all these people. All right. I do think I don't think he has the ads now that I think about it. So the first ad I'm seeing on his YouTube, this is one that got 168 ,000 views, is YouTube. And it's an ad from YouTube, to clarify. You don't have YouTube Premium? No, dude, I don't want to pay for that. YouTube Premium is the best subscription. We had a conversation. Hey, guys, so while he pulls it up, we had to talk about this.

10:03Oh, no, I already found it. So you're right. On YouTube, he has ads at the beginning, but they're from YouTube. right and you have to click the skip by in general though he is not putting ads no but i'm not talking about his own ads like eight sleep pays him and things like that i don't think that's what i'm saying he's not putting he's not putting ads so i think he just actually reinforces your point and alex's point he doesn't include the ads on youtube because he doesn't want to kill retention but on audio he does include them he just goes to town on audio the number one challenge for businesses is hiring and more specifically the number one thing i get asked for all the time is Eric, where can I go find an amazing marketer?

10:42And the reality is right now, when you think about the world, we have inflation that also means wage inflation right now. And it means that when it comes to hiring talent, you can't spend as much as you would have in the last couple of years because it's just become too cost prohibitive. And so we've partnered with one of the best offshore recruiting firms. When it comes to marketing, they've been a great asset for us. And I believe that they will be a great asset for you. All you have to do is go to marketingschool.io slash hire. Again, it's marketingschool.io slash hire to learn more. You can fill out the form there and we're going to place you with the best marketing hires that we can help you find.

11:17Let's go. Let's move on to Kieran Flanagan. He's got a tweet over here or not a tweet, a LinkedIn post actually. So, okay guys, traditional content marketing is dying. Brands are losing the attention wars. Here's why the state of content today, creator led plus educational content equals growing. So YouTube, social videos, podcasts, and then also creator-led plus entertainment content is growing. Same as above. But, so there's a graph over here we're going to pull up. There's a chart that he has. So you can see here, you can't see, but creator-led, it shows it's green. But what's declining is brand-led marketing, right?

11:51So think about it this way. You can have us talking about marketing. We're more so creators. Or you can have our companies talking about it. Who's going to do better? We're going to do better. We're going to do better because people like people at the end of the day. Same thing. This is why it doesn't work that well for a HubSpot, for example, or Ahrefs. They just don't do as well. So the attention tends to go towards the creators. And that's why influencer marketing works so well. We see it work for our clients. You see it work for your clients. And so trust comes from people at the end of the day, not so much corporations.

12:20Yeah, but for the influencer marketing, what we see working really well is micro-influencers or nano-influencers. The big influencers have followers that are on everything. it's hard to produce an roi they want a lot of money the nano and micro influencers you can typically especially with nano you could do a rev share deal instead of just paying them and we find that to be extremely profitable micro influencers you can get profitable but it's a little bit more work but the nano influencers you know we can make money hand over fist it's just having a team to reach out and get them in quantity you talked about the power of marketing a magic pill dude Dude, Ozempic.

12:57You know what's funny? If you think about marketing pharmaceuticals, they're very restricted. There's a lot of legal issues with this. I don't know if you're familiar with pharmaceutical marketing. And every country is really different. But the drug that's doing really well from word of mouth marketing is Ozempic. And I remember going to Austin years and years ago, and Ryan Dice told me something that was really interesting. he's like Neil if you want to maximize your conversions you got to promise people speed and automation right and you're talking about maybe like 12 plus years ago he told me this and I was like huh and this was particularly for upsells so someone buys a product for like 100 bucks you can sell them on a lot more money and the conversion rate or the take rate for upsell is really high like you can get it for over 30 percent if you can offer them the results either faster or automated, right?

13:49So speed or automation. And if both even better, if you look at Ozempic, what's done really well for them in marketing is word of mouth marketing. The reason it does really well is it's pretty much a magic pill. In this case, a magic shot in which you just shoot yourself with this drug and you lose weight. And it's not as healthy as working out and eating, right i'm not a doctor by the way that's my disclaimer but i'm pretty sure shooting yourself to lose weight is never going to be as good as you know what it does right it just you're not that hungry anymore and so by default you're consuming less calories that's all it is yeah and once you get off of it a lot of people it just you go back to being hungry again and people start eating again yeah so that can't be good for you versus just learning to eat right and exercise but and people know that by the way there's so many smart rich people i know who are in zempic But they take it because it's a magic pill.

14:45And the real question that you have to ask yourself is, in your marketing, can you figure out how to offer someone a magic pill in an ethical way? Yeah. I mean, what Neil's really saying is the offer of Ozempic is amazing. I don't need to work out. I don't need to do nothing. And I pay this money. Boom. And I look good. I'll do it all day, right? Because people want to look good. It's a status thing at the end of the day, right? But what I've learned is health cannot be bought. You're going to have to earn it in some way, shape, or form. yeah and we both do you still use jacob for your medical stuff yeah so we both use jacob i don't even know what the name of his company is everspan everspan there you go so we both pay a company called everspan they are offered nutrition advice and all this kind of stuff and i remember i was talking to someone at everspan and i'm a skinny person you know i weigh like 130 pounds and i i don't gain weight and they were just like oh you know you can pack out more muscle you need eight tons of protein and all this and they've been telling me this for way over a year maybe two years now i still don't eat tons of protein you know it's just not in my diet i don't care to be jacked or have a six-pack and i remember you just want to do what you want to do i just want to do what i want to do i want to be healthy though yeah if i'm if i'm home and i'm not traveling consistently every morning i'll go to the gym i'll eat healthy yeah you know i'm pretty good uh some days i don't eat healthy each week maybe one or two days but normally i'm pretty on top of it don't have to worry so then they're like dude have you heard about this new injectable like if you do this it doesn't cause you to lose that weight everywhere just charges the midsection you can get a six-pack way faster i'm like i'm good i'm just like i'm not for one i'm not trying to get a six-pack two i'm not for taking shortcuts just like we used to do in marketing it just backfires the black friday cyber monday weekend is where systems get stress tested Traffic surges, inventory moves fast, and every second counts.

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17:09This Black Friday, join the thousands of new entrepreneurs hearing for the first time with Shopify. Sign up for your free trial today at shopify.com slash marketing school. That's shopify.com slash marketing school. Go to shopify.com slash marketing school and make this Black Friday one to remember. Yep. You know what? The phrase I keep coming back to is from Thomas Sowell, the philosopher and the economist. There are no solutions, only trade-offs. So if you take this, the trade-off is you're going to pay a lot of money for it. It's not necessarily healthy, but once you come off of it, you're probably going to get the weight back because you haven't established the habits necessary to maintain a healthy lifestyle.

17:48Yep. I totally agree with you. Oh, by the way, going back to real estate and LVMH, I didn't read the second part of the article. Oh my God, this is amazing. Louis Vuitton purchased this two-story, 6 ,200-square-foot retail property at 456 North Rodeo in Beverly Hills for$110 million, or nearly$17 ,750 per square foot. From Palm Beach, Florida, private equity groups, sterling organization, which had acquired the property for$55 million one day earlier. Wow. Wow. Good flip for them. One day return on investment, they made more than 100 % on their money. That's a good deal. How did that even happen?

18:35I have no idea. Maybe they were talking with LVMH and LVMH is like, I want this, right? And then they're like, okay, I'm going to get the money to buy this property over here and then flip it the next day. That's probably something like that happened. I have no idea. This could be the property that they're turning into the hotel. So they're willing to pay Armand Alive for. Oh, that's right. Cause it's four or five, six. It sounds like it is because it's close to Santa Monica Boulevard and Rodeo if I'm not mistaken for the new Louis Vuitton hotel. So yeah, anyway, guys, this is where we'll end.

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