Open with 'Stop using LinkedIn to apply to jobs', not 'Indeed'

Dan… problem is actually the hardest part. One example is like, we've done a bunch of skits that are targeting like college students. College students don't convert for us at all. They kind of just like don't care about internships, they don't care about applying to jobs, they just will not pay for job search, won't pay. Pretty much if you target the right audience. So for example, we had one where it was like, "Stop using LinkedIn to apply to jobs."

DanNow look at the nuance here. Like, "Stop using LinkedIn to apply to jobs," and we'll get a million views on that. If it's done well, it'll convert very highly. If we say, "Stop using Indeed to apply to jobs," there's almost no conversion, which is psychotic. We can use the same thing, but when we say LinkedIn, it targets like more white-collar folks. It targets our demographic better. If you say, "Stop using Indeed to apply to jobs," it targets a more blue-collar audience, and actually, when you target that audience, the video still does numbers,

Danbut it does numbers because the comments are so filled with hate of like, "Are you kidding? You have to pay to apply to jobs? This is late-stage capitalism." Like people call for my execution in these videos. So we very obviously hit the wrong audience. Host: It's very scientific. You're almost thinking about- I always compare everything to Facebook ad marketing cuz that's what I got started with, but it's almost like audience targeting except your audience targeting is just calling out the characteristics of the audience in the first 3 seconds: "Stop using LinkedIn to apply to job."

DanYeah, and that's what I've learned. It's just like talk to the audience. Like they're getting bombarded with all this junk, especially now with AI ads and all this stuff, and it's like horrible ads. Just literally connect with them as a person. Like I'll show you one of the best ad accounts I've ever seen, and I think if people took advice from this ad account, it's a thing called YOGABODY, and I bought it. I don't even like like yoga. I didn't …

Dan… same thing's going to happen to apps. I think people look at apps as like, "Oh, like it's- yeah, they're college students, so we're just ripping views and stuff like that." But you're like misleading consumers a lot. Okay, so I'm going to show you the video. This did roughly 11 million views, but almost no conversions. Like 20k MRR, it's not a lot for 11 million. And it's like, who's still using Indeed? Look at this thing. It's Tinder for jobs.

Dan0 to 3 million views, it like did almost no conversions. And then 3 to 3.5 million, it did a ton of conversions. And 3.5 to like 5 million, it did no conversions. And I was like watching this live, and watching the conversions happening. And so it was just hitting the wrong audience at different points, and then all of a sudden hit the right audience for a little bit, and then hit the wrong audience. And I was seeing this happen live, and that drilled into me this idea of like, you've got to talk to the right audience, at least for us. I think this is also really specific maybe to our product. I've learned that.

DanMaybe for Cal AI it'd be different, maybe for like more general apps, Death Clock, whatever, something that works for everybody. Number one, what we did wrong there was we targeted Indeed. You just got to read the comments. Like, sounds like everyone but you is still using Indeed. That's because if you're like a dishwasher or like a plumber or like, you know, I don't know, working a cashier job, like yeah, you're going to use Indeed, you're going …