Blue-Collar Businesses Leverage Content, Experiences, and Positioning for Growth - Episode Hero Image

Blue-Collar Businesses Leverage Content, Experiences, and Positioning for Growth

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TL;DR

  • Simple blue-collar businesses like gutter cleaning can generate millions by leveraging exceptional landing pages that prioritize proof, clear calls to action, and social proof.
  • Reframing a product's purpose, such as selling novelty teeth as "permission slips" for silliness, can unlock significant market appeal beyond the product's superficial function.
  • Content creation, exemplified by the "Mr. Beast of roofing," can build brand awareness and customer loyalty by focusing on human-interest stories and feel-good narratives.
  • Live events, positioned as the "opposite of an AI bet," offer enduring value through unique human experiences that are inherently scarce and resistant to digital replication.
  • Experiential offline activities, like car auctions or themed festivals, thrive by providing opportunities for social media-worthy "humble brag" content and a craving for real-world interaction.
  • Noise-canceling products, supported by scientific studies showing cognitive impairment from noise pollution, represent a significant untapped market for improving focus and productivity.

Deep Dive

The discussion begins with an examination of "suckmyguttersclean.com," presented as a near-perfect landing page. This page is lauded for its clarity in stating the service offered, its prominent display of social proof with 1569 reviews averaging 4.9 stars, and a clear call to action. The page also features daily changing coupons for a 20% discount, images of the service in action, and details about customer service representatives like Robert, who answers 90% of calls and has been with the company for seven years. The source notes that the business operates in North Carolina and Georgia, and based on an estimated average job price of $250-$300, it projects the business could be generating $1.5 to $2 million annually, run by a single individual. Specific staff members, including Matt, described as a copywriting and marketing wiz, and Garrett, the owner from Utah, are also mentioned.

Moving to a different topic, the podcast introduces "Billy Bob's Teeth" as the "Hill Billy of the Week," contrasting with the "Blue Collar Side Hustle of the Week." The founder, Jonah White, is presented with a potentially fabricated, exaggerated backstory involving extreme poverty and unconventional living situations, such as living in a cave where he conceived the idea for the product. The source highlights how White reframed the sale of novelty fake teeth not as a gag gift, but as a "permission slip" for people to be silly and playful. This reframing is presented as a clever marketing tactic that imbues a simple product with a deeper meaning.

The discussion then shifts to a resource for aspiring entrepreneurs: the "Side Hustle Idea Database," a compilation of 100 ideas put together by The Hustle. This database is described as providing inspiration and guidance on how to start and grow a business.

Next, the conversation focuses on Cole, a roofing company franchisee who is attempting to become the "MrBeast of roofing" by creating viral video content. His strategy involves producing feel-good stories, such as surprising individuals with free roofs. One video highlighted features the company giving a free roof and fixing a car for a struggling mother, which garnered 400,000 views. The source speculates on the effectiveness of this strategy for a local franchise, suggesting that it could be more impactful if Cole aimed to build a national brand, drawing parallels to the "renaissance of cool blue collar franchises" seen with companies like Pink's Cleaners. The podcast also touches on the importance of content creation for building brand awareness and company culture, noting that starting with short-form videos can build momentum before transitioning to longer content.

The podcast then delves into the business of a barber named Siua Cutz, whose Instagram handle is @siuacutz. The barber, who is around 19-20 years old, has become a part-owner of a second barber shop location. The advice given to him centers on developing a core money-making skill, specifically digital marketing for local businesses, by dedicating time to study and understand the owner's marketing strategies. The second piece of advice is to leverage his existing skill in content creation, particularly on Instagram, to build his personal brand and attract clients, drawing inspiration from others who document their business-building journeys.

The discussion moves to Ari Emanuel and his company Endeavor, discussed in the context of an interview on the "Invest Like the Best" podcast. Ari Emanuel is described as a powerful figure in Hollywood, having founded his own agency and now owning entities like the UFC, PBR, and WWE, with Endeavor valued at $40 billion. The source notes his brothers, Rahm Emanuel, a former mayor of Chicago, and Zeke Emanuel, a prominent cardiologist. Ari Emanuel's business strategy is characterized by a focus on creating and monetizing live events, which he positions as the "opposite of an AI bet," emphasizing the enduring value of live human experiences. Endeavor's acquisition of Frieze, an art magazine and festival, for $200 million is highlighted, with the strategy being to expand its events to new cities like Dubai and Miami, leveraging operational expertise to increase monetization. The podcast also discusses the stock performance of TKO, the public entity of Endeavor's fighting and entertainment sector, which has seen a 40% increase, reinforcing the idea that scarcity, particularly of live human entertainment in an AI-driven world, drives value.

Next, Barrett-Jackson, a car auction company, is presented as another Endeavor acquisition, purchased for $250 million. The company is known for its extensive television coverage of car auctions, featuring themed sales of classic cars. The source suggests that businesses like Barrett-Jackson, which operate in niche markets with passionate followings, can explode in popularity if they create accessible "on-ramps" through human-interest content, similar to how F1 created a show to attract new fans and how the UFC developed reality shows about fighters. This concept is extended to B2B businesses, which are increasingly creating reality-style content channels to engage audiences. The podcast then explores the idea that being "first" in a field, like Usain Bolt in sprinting or Roger Bannister in breaking the four-minute mile, yields disproportionately greater rewards and recognition than being second, even by a small margin. The analogy of Samsung versus Apple is used to illustrate the difference between being successful and being loved and admired.

The conversation then returns to the concept of experiential marketing, referencing leaked emails from Sony that discussed a trend among millennials for extreme experiential activities like Tough Mudder and the Color Run, as well as veganism and EDM music. These activities are seen as opportunities for social media content creation, providing a "humble brag" opportunity. The underlying principle identified is the "offline craving for content," where increased time spent online drives a desire for offline experiences that can then be shared online. This concept is applied to businesses like the Museum of Ice Cream and the Savannah Bananas, which are essentially offline experiences designed to generate social media content that allows individuals to project a desired image of themselves.

The podcast then introduces Hampton, a company that provides peer groups for entrepreneurs with at least $3 million in annual revenue. The service aims to combat the isolation and potential for mediocrity that can creep in as leaders make high-stakes decisions alone. Hampton offers vetted peers who provide accountability and guidance, addressing the risk of wasted potential and regret from a lack of growth.

Finally, the discussion pivots to the impact of noise on cognitive development, referencing a Barcelona study of 2,700 children. The study found that for every five-decibel increase in traffic noise, children's working memory slowed by 11%, and their complex memory, used for problem-solving and recall, slowed by 23%. A meta-analysis of 21 other studies indicated a negative 0.46 effect size on attention, memory, and reading, suggesting a medium to large impact from noise exposure. The source notes that the issue is not minor ambient noise but external disturbances like trains and honking. This insight is presented as a potential foundation for a sound business, with a tweet from Harmosi about soundproofing an office being cited as evidence of this idea gaining traction. The podcast

Action Items

  • Create landing page audit checklist: Define 5 key elements (clear value proposition, social proof, CTA, visual appeal, mobile responsiveness) based on "suckmyguttersclean.com" example.
  • Design "study ears" product positioning: Market noise-canceling headphones as a cognitive enhancement tool for students, emphasizing memory and focus benefits (ref: Barcelona study).
  • Implement content strategy for local service business: Develop 3-5 video concepts showcasing customer success stories or community impact to build brand awareness (ref: MrBeast for roofing example).
  • Draft framework for evaluating business models: Analyze 3-5 successful "blue collar" businesses for common traits (clear value, strong positioning, effective marketing) from examples like Billy Bob's Teeth.
  • Audit existing content strategy: Evaluate current video output for 3-5 key performance indicators (e.g., view duration, engagement rate, lead generation) to identify opportunities for improvement (ref: MrBeast for roofing example).

Related Episodes

Key Quotes

"i want to show you the perfect landing page the best landing page i have ever seen the greatest marketing landing page of all time i want you to go to www suckmyguttersclean com we suck gutters clean 1569 reviews averaging 4 9 stars suck my gutters this is just ridiculous okay by the way i'm not joking this is actually the best landing page i've ever seen"

Shaan Puri highlights "suckmyguttersclean.com" as an exemplary landing page, emphasizing its clarity in stating the service and its immediate provision of social proof through numerous high-star reviews. Puri uses this example to demonstrate effective marketing principles for a service-based business.

"he goes my teeth are a permission slip people want to be silly they want to be playful they want to be fun they don't know how to do that just normal day to day but as soon as you pop in the teeth you kind of have to be silly you kind of have to be playful you kind of have to be fun i give you permission to be that version of yourself and i was like honestly i can't deny the logic the logic's there and suddenly this like stupid gag gift this cheap plastic stuff from china that he's like you know marking up and selling suddenly it's like about making the world a better place and i totally buy it"

Sam Parr discusses the marketing strategy behind Billy Bob's Teeth, explaining the founder's reframing of the product not as a mere gag gift, but as a "permission slip" for silliness and playfulness. Parr finds this recontextualization logical and effective in creating a deeper meaning for a simple product.

"he goes i'm taking the opposite of an ai bet he goes the opposite of an ai bet it's not building business center the opposite of an ai bet is building live events live is going to last forever it's not going to go out of style and so he talked about the ingredients that go into a great live event and he talked about all the businesses that he's recently bought and what i didn't realize was that endeavor which is this massive conglomerate they own dozens of event businesses"

Shaan Puri relays Ari Emanuel's perspective on business strategy, contrasting an "AI bet" with a "live events bet." Puri highlights Emanuel's assertion that live events are enduring and discusses how his company, Endeavor, strategically acquires and expands event-based businesses.

"and so if you can create something like a tough mudder like a music festival like uh like a savannah bananas like how do you how does the 22 year old say they're cool hot and have friends how does the 34 year old mom show that she's a good mom how does this person show that they're a good x and you can almost work backwards from that and create something like we've talked about museum of ice cream as an example these are all like they all sound different like what does museum of ice cream have to do with savannah bananas what does that have to do with the music festival like they're all the same thing it's basically a place you go where you have you have an out of home you know offline experience that creates incredible social media content for you that says something about you that you want to portray to the rest of the world that you're tough that you're cool that you're fun that you're hot that you're whatever"

Sam Parr explains the underlying principle of successful experiential businesses like Tough Mudder or the Museum of Ice Cream. Parr argues that these ventures provide offline experiences that serve as a backdrop for users to create social media content, thereby communicating desired personal attributes to their online networks.

"the difference between first place and second place was 0 2 i believe actually it's it's actually it's infinite fame and respect and complete obscurity and working at wendy's like that's the result gap of that 0 2 right and so like there's those disproportionate rewards for being insanely great that you just don't get for merely being good or even great"

Shaan Puri uses the example of Usain Bolt's Olympic record to illustrate the concept of disproportionate rewards for exceptional performance. Puri argues that the gap between being merely good or even great and being "insanely great" results in vastly different outcomes in terms of fame, respect, and long-term success.

"and i think that this is a really cool study that you can use as the backbone sort of like claude hopkins who we talk about here one of the best copywriters of all time he made single handedly made toothpaste popular in america because he like used this one quote where he says rub your tongue over the front of your teeth you feel that film that shouldn't be there you need toothpaste in order to get rid of it i think this study it can be the basis of like launching some type of sound business it's a great it's a great insight"

Sam Parr connects a study on the negative effects of noise on cognitive development to a marketing principle, drawing a parallel with copywriter Claude Hopkins. Parr suggests that the study's findings on noise pollution can serve as a foundational insight for launching a business related to sound or quiet environments.

Resources

External Resources

Books

  • "The Mr. Beast of roofing" - Mentioned as a concept for a roofing company owner using video content to grow their business.

Articles & Papers

  • Bloomberg feature on Jonah White - Discussed as a source for the story of the founder of Billy Bob's Teeth.
  • St. Louis Magazine article on Jonah White - Mentioned as the first article that came up when searching for the founder of Billy Bob's Teeth.
  • Sony hack emails - Referenced for insights into millennial trends and marketing strategies, including experiential exercise and the EDM angle.
  • Barcelona study on noise and cognitive development - Discussed as evidence for the negative impact of noise on children's cognitive development and its potential application to business.

People

  • Jonah White - Founder of Billy Bob's Teeth, discussed for his unconventional backstory and marketing approach.
  • Ari Emanuel - CEO of Endeavor, discussed for his business strategies, particularly in live events and acquisitions.
  • Patrick O'Shaughnessy - Host of "Invest Like the Best," mentioned for his interview with Ari Emanuel.
  • Rahm Emanuel - Brother of Ari Emanuel, mentioned as a former mayor of Chicago.
  • Zeke Emanuel - Brother of Ari Emanuel, mentioned as a prominent cardiologist.
  • Jesse Cole - Founder of Savannah Bananas, mentioned as an example of someone running a successful events business.
  • Hasan Minhaj - Comedian, mentioned as an example of a performer whose shows are more than just comedy.
  • Tom Barrett - Owner of Barrett-Jackson, discussed for his role in building the car auction business.
  • Claude Hopkins - Copywriter, mentioned as an example of someone who made toothpaste popular through marketing.
  • Miss Rachel - Mentioned as a popular children's entertainer whose content is successful.
  • Miss Katie - Mentioned as a "Miss Rachel knockoff" who discussed copyrighting music.
  • Amy - Mentioned in leaked Sony emails regarding millennial trends.

Organizations & Institutions

  • Suck My Gutters Clean - A gutter cleaning business with a highly effective landing page, used as an example of strong marketing.
  • Billy Bob's Teeth - A novelty product company, discussed for its founder's marketing strategy and unique origin story.
  • Endeavor - A conglomerate that owns various live event businesses, including UFC, WWE, and PBR.
  • UFC (Ultimate Fighting Championship) - A combat sports promotion company, mentioned as an example of a brand that grew through reality television.
  • WWE (World Wrestling Entertainment) - A professional wrestling company, owned by Endeavor.
  • PBR (Professional Bull Riders) - A bull riding organization, owned by Endeavor.
  • Frieze - An art magazine and festival business acquired by Endeavor.
  • Barrett-Jackson - A car auction company, acquired by Endeavor.
  • The Hustle - A former company that created a "Side Hustle Idea Database."
  • HubSpot - A company that produces the "My First Million" podcast and offers business software.
  • Hampton - A company offering peer groups for entrepreneurs.
  • Mercury - A financial technology company offering business banking services.
  • Pro Football Focus (PFF) - A data source for player grading, mentioned in relation to Kevin Cole.
  • New England Patriots - A professional football team, mentioned as an example team for performance analysis.
  • NFL (National Football League) - The professional American football league, discussed in relation to sports analytics.
  • Savannah Bananas - A baseball team known for its entertainment-focused approach, used as an example of an events business.
  • Museum of Ice Cream - An experiential attraction, used as an example of a business creating social media-worthy offline experiences.
  • Samsung - A technology company, contrasted with Apple in terms of admiration and love from consumers.
  • Apple - A technology company, contrasted with Samsung for its admired brand.
  • Sony - A company whose emails were leaked, revealing insights into marketing trends.
  • TKO (The Endeavor Group) - The public entity related to Endeavor's fighting and entertainment sector.
  • Pink's Cleaners - Mentioned as an example of a "cool blue collar franchise" with strong branding.
  • Hampton Wealth Survey - A survey offered by Hampton.
  • Ideation Bootcamp - An educational program.
  • Copy That - A product or service related to copywriting.
  • Sam's List - A newsletter or resource from Sam Parr.

Tools & Software

  • HubSpot Media - Production company for the "My First Million" podcast.

Websites & Online Resources

  • clickhubspot.com/gbh - A link provided for 100+ side hustle ideas.
  • x.com/theSamParr - Sam Parr's Twitter profile.
  • x.com/ShaanVP - Shaan Puri's Twitter profile.
  • suckmyguttersclean.com - Website for the gutter cleaning business "Suck My Gutters Clean."
  • billybobproducts.com - Website for Billy Bob Products.
  • instagram.com/siuacutz - Instagram profile for Siua Cutz.
  • frieze.com - Website for Frieze art events.
  • barrett-jackson.com - Website for Barrett-Jackson car auctions.
  • museumoficecream.com - Website for the Museum of Ice Cream.
  • shaanpuri.com - Shaan Puri's personal website, likely for his weekly email.
  • somewhere.com/mfm - A website for hiring worldwide talent, offering a discount for MFM listeners.
  • mercury.com - Website for Mercury, a business banking service.
  • joinhampton.com - Website for Hampton, a company offering peer groups for entrepreneurs.
  • ideationbootcamp.co - Website for Ideation Bootcamp.
  • copythat.com - Website for Copy That.
  • joinhampton.com/wealth - A link for the Hampton Wealth Survey.
  • samslist.co - Sam Parr's newsletter or resource.
  • brotherstudyears.com - A hypothetical website for "study ears" noise-canceling headphones.

Podcasts & Audio

  • My First Million - A podcast featuring Sam Parr and Shaan Puri.
  • Invest Like the Best - A podcast hosted by Patrick O'Shaughnessy, featuring Ari Emanuel.
  • The Science of Scaling - A podcast by Mark Roberge.
  • Theo Von's podcast - Mentioned as a platform where Aziz Ansari discussed his tour.

Other Resources

  • Hill Billy of the Week - A segment on the "My First Million" podcast featuring unconventional or humorous business ideas.
  • The Mr. Beast of roofing - A concept of using viral video content, similar to Mr. Beast, for a roofing business.
  • Offline craving for content - A trend where people seek offline experiences that can be shared online.
  • Noise canceling products - Products designed to reduce ambient noise, discussed in relation to a study on cognitive development.
  • Blue collar side hustle of the week - A recurring segment on the "My First Million" podcast.
  • Reality distortion field - A concept used to describe the persuasive influence of charismatic individuals.
  • Content marketing - A marketing strategy focused on creating and distributing valuable content.
  • Work in public - A concept of sharing business progress and insights openly.
  • Experiential exercise - Forms of physical activity that offer unique or challenging experiences.
  • EDM (Electronic Dance Music) - A genre of music identified as defining for millennials.
  • Out of home entertainment - Live events and experiences that take place outside the home.
  • Humble brag content - Social media posts that subtly boast about achievements or experiences.
  • Soundproof office - An office environment designed to minimize external noise.
  • Study ears - A concept for noise-canceling headphones specifically designed for studying.
  • "Nobody wants to be Samsung" - A writing topic contrasting success with admiration.
  • The difference between first and second place - A concept used to illustrate disproportionate rewards for exceptional performance.
  • Events business - A business focused on organizing and managing events.
  • The offline craving - The increasing desire for real-world experiences in contrast to digital immersion.
  • The offline craving for content - The desire for offline experiences that can be documented and shared online.

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