How SMB Market grows

Register a benefit-named domain used only in the agency's organic videos (flightcheatcode.com for Jetpack; buyabusiness.com / buythebusinessyouwant.com for SMB Market) that redirects straight to the app/App Store. Separates organic creator traffic from paid ads, other agencies and in-house creators running at the same time, and is easier to remember than an unknown brand name. Used only for brands without a well-known or viral name (not needed for e.g. Polymarket). Tested on a couple of apps; SMB Market's domain went live a few weeks before the episode.

Creator green-screens over an existing video (the founder's own credibility videos for SMB Market; for Dupe, a viral video, sometimes the creator's own) and hypes the person: 'This guy right here is the founder... he's credible... you should check him out.' Text hook like 'He's living in 2099'. First 3 seconds use an over-the-top spoken hook ('I hope she wins a million dollars in the next 24 hours because of what she just did for me'), lots of hand motion and moving toward/away from camera. Easy for any creator to film; no long training. Sits between credible and relatable, and converts better than long-text or silent face-reaction formats because the creator talks.

Early SMB Market content used ~20-year-old creators with relatable get-rich-quick hooks ('I bought a Boomer's business and got rich', 'make your next 10-20K recurring revenue tomorrow'), glasses to look younger, filmed in cars, speaking to Gen Z and crypto audiences.

Replaced Gen Z creators with 35-40-year-old, more mature creators (e.g. Giselle) and dropped 'I'm broke, quit your 9-to-5' messaging for credible messaging aimed at people who can actually buy a recurring-revenue business. Accepts fewer views in exchange for the right audience.