#172: How To Understand The Meaning of Statistics And Exploit Them To Your Advantage Like A Nerdy Kevin Costner in Bull Durham
1
Speaker 1
0:00
Okay Deke table put it on the list my big list
0:16
35.7 FM
0:21
love having here
Law Smith
0:25
for those
0:27
their
Law Smith
0:28
friend of the program Henry Hollingsworth in the house from all day.io let him hear your voice
0:34
hello there gang for the audio people for the video people.
Law Smith
0:36
You can see that Eric remember read read read read read ginger has
1
Speaker 1
0:42
has sprouted a wig. Yeah. Well, for our hundredth episode, we both for this. And today is my 100th episode. Wow on sweat equity,
Law Smith
0:53
is it? Yeah,
0:54
dude, triple digits man. Thanks for noticing guys are you feeling?
0:57
I know,
1
Speaker 1
0:58
I felt a lot better but until nobody pointed it out well,
3
Speaker 3
1:01
you know the sound effects. So if you want some applause, applause but yeah,
1:05
no, that's
Law Smith
1:09
that's about right. That's like a more tries are hitting a wall.
Law Smith
1:18
Maybe I'll be right back.
1:19
I'm important to
Law Smith
1:21
turn a
2
Speaker 2
1:23
couple of little things. Can you pull up the Morgan and Morgan Morgan? Oh, okay. Yes.
Law Smith
1:29
I'll syllabus for a second. The oversight if you want to app that will tell you you're talking about this.
1:38
Up and I was Yeah. I don't know why we want to listen to this. Anyway. It's funny.
1:44
Henry showed it to me. I think it's funny. It is funny. But we do we want to be the podcast. YouTube videos.
Law Smith
1:49
It's national. Yes.
1:52
And we also there this is an advertising spot for Morgan and Morgan. More, but
Law Smith
1:56
it's on YouTube. It's related. It's related. But I think it's just really funny as well. How about this the lessons about frequency and advertising? They do it the best. I know more. JOHN Morgan's fucking dogs. I know he has to German Shepherds, because they hit you over the goddamn head with frequency. I love this
1
Speaker 1
2:13
guy. man. He's getting a smoke weed. Yeah, totally. But surely order. Yeah.
Law Smith
2:17
But they're like they're like Massachusetts there in a bunch of other states.
2:21
started here though. Right?
Law Smith
2:23
own ad firm.
2:25
Alright, let's listen to john Morgan and Morgan and Morgan and Morgan and Morgan and Morgan and Morgan.
2:30
Morgan, Morgan and Morgan and Morgan and Morgan, Morgan and Morgan more.
2:34
So as my mom and dad would say, right before they talked to said at night, Morgan and Morgan and Morgan, Morgan and Morgan and Morgan and Morgan and Morgan and Morgan
Law Smith
2:42
and Morgan.
2:43
It's a family tradition.
Law Smith
2:45
Pam all that's all we're going to Morgan, Morgan and Morgan and Morgan and Morgan and Morgan. Yep. I think that you want a sec, Morgan. That'd be great, too.
Law Smith
2:56
Kudos to the person that took their own time. I don't know where it's smoked enough. We need
3
Speaker 3
3:02
to get through it. That's a year man. That's a dedicated year of DVR a different channels to catch all the target audiences
Law Smith
3:10
and unknown unless they do it like The Daily Show, you know, the Daily Show has a big edit bay kind of thing. And it can extract anything on TV, like, you know, do the transcript or closed captioning for all the news stations, so they can pick out clips for the subject are talking about the catcher.
1
Speaker 1
3:28
This was like some AI stuff. This sounds like a big wig tour here.
3:32
This one, we could probably make that happen with
Law Smith
3:37
otter otter.ai, not a sponsor, Morgan Morgan, not a sponsor the show either. But auditor my new obsession with this app, I want them to be a sponsor. holler at us. We are your case study for getting. It's a transcription app. I use it for writing content. I use it for writing long emails. And I want to try to work out a deal that just came out with their two point O version of their app. And it's the best transcribing dictation app that's out there. And it'll pull the keywords. So after this episode, our keywords are usually like more like for this one will be Morgan for sure. will be one of them. But for content writers out there, it's amazing for podcasters It's amazing. So otter holler at us. I want to, you know, want to work something out with want to represent. Yeah, yeah, I feel like I'm asking a girl out, please don't want to date me
4:29
on a
3
Speaker 3
4:30
phone into your app does something for you to communicate with us.
Law Smith
4:34
The other thing oversight was the app you're talking about before we started that will tell you if someone is using your camera.
1
Speaker 1
4:40
Yep. Right. Andrew microphone and your mic. It's proven work. Working through live stream studio. I'm using my laptop now. I could see if you're watching the video. And then when I hope that thing up. It gave me a little alert that said hey, somebody is using your video screen there. And I was like it's okay, so it looks good.
Law Smith
4:59
It's okay, just my hair.
5:00
Yeah, you don't recognize I gotta take this hair off. It was hot.
3
Speaker 3
5:04
Yes. It's surprising that you have that much heat when there's not much else to wear. Yeah,
5:11
I think you look sexier and it was great.
5:14
Don't get me wrong, but now it's like sad badge trooper guy.
5:17
Well sat down with no hair. This doesn't
5:19
work out for me.
Law Smith
5:21
Look like an understudy in Thunder from down under? Yeah. Or, like puppetry of the penis kind of stuff.
5:28
For my ROI deals
5:29
like you're about to go do a play underwater.
Law Smith
5:32
Yep. Yes, you're the Butler's pretty perfect thanks.
Law Smith
5:39
Shout shout out and then we'll get into it a shout out to live scribe i, this my bluetooth pen notebook. I hit him up a little piece broke. I've had it for three years. So I like writing on pieces of paper. They sent a free pen.
1
Speaker 1
5:57
Whoo Siri button in here. Keep going free pen. What happened?
Law Smith
6:00
repin sorry, threw me off, man. They gave me a free pen. Because I just emailed back and forth with them. That's like Zappos kind of customer service. That's it goes a long way. I told them, I give them a shout out.
1
Speaker 1
6:13
Yeah, I've noticed a lot more of that actually, of the people calling for digital goods and things.
Law Smith
6:20
Yeah. So it's the thing of like, when you think everything's bleak, as far as like know, customer service age, I actually think there's a lot of ecommerce sites like that. Or, you know, if it's a physical product like this, that's, you know, in that hundred dollar couple hundred dollar range, they will work with you if there's kind of smaller,
1
Speaker 1
6:37
yeah, right? Well, they're coming back around, they're realizing you can't just shut it off. And then hopefully, you know, things work out, maybe just get new customers and those old ones. They don't really do that much anymore.
Law Smith
6:48
It's something that's going to dovetail into this topic for today, that it's the lifetime value of a client, right? Even if I didn't have a podcast, give a shout out. They know that I'm more likely because I'm already sell it for it enough to email them and go, Hey, is there anything I can it? Can I get this plastic part and fix it myself? And they're like, you're gonna have to buy a new one, because that's your stock answer. And I was like,
Law Smith
7:12
I probably won't do that. I'll just go to your competitor. I know, I'll just try to I'll try to figure it out. But I use this every day. It's I didn't know how much I use. This is as important, I guess, to me as like having a phone and a lot of ways because I'll write every day. Yeah. And then it syncs up on the app and stuff. So I have all my notes written. And it makes it into type.
7:34
Right? So yeah, and editable
Law Smith
7:36
by hand raise a little bit better. That pen there, right there does. So you write it down. You go on the app, and then you can swipe the page and it'll it'll transform it all into tech
7:46
isn't giving you this spiel yet.
3
Speaker 3
7:48
I'm maybe I'm originally but by golly, it seems unbelievable, doesn't it? And you got it for free.
7:54
By golly. So this yoke on
7:57
its
Law Smith
8:00
Bluetooth notebook paper. And if you wanted to record from your pen, you can do it there. So that has like a little menu to tap on. Oh, there's a Bluetooth little laser in there. Yeah, he's on the pin and then it looked like a lot of people think this is just like a badass pen. Yeah, I don't think it's like a definitely not like a month or whatever. All walls of wolf. You have a month blank
8:23
page.
Law Smith
8:24
It's a lot of people think I do like this is a nice pen. So it
8:29
kind of feminism. Is it a stylist on the other side to
Law Smith
8:33
No, no, no, no. So you put a USB whatever the smaller us to charge it up as respect Bluetooth connects syncs all that stuff, man. What is your notebook had to church to be pretty crazy integrates with Evernote in one note, dude, so yeah, so for me, it's it's such a big part of my life that I probably I used otter.ai to write this spiel to them. It's a here's all the things they use it for blah, blah, blah. And they actually listening to be like, we will do work warranty since you've had it for five years. Yeah, yes, sir. So anyway, the reason that's important is because that is they're going to keep me as a customer for a while. Right? There's no competitor for them. Really. Except not doing it, which is most people's number one competitor. But that's like a dynasty. fantasy league. But does that
9:25
does your dad
Law Smith
9:26
Yeah. Does your pen have enough? Thank you have you can get a cartridges.
1
Speaker 1
9:31
Alright, so they don't let that happen? No, yeah, you can't just fill it with your own
9:37
life lesson. It's not a switching costs.
Law Smith
9:38
It's not like a an upsell thing. That's like $5 for eight of them.
1
Speaker 1
9:45
It's Yeah, it's a special inky thing that won't fit in other pen. So they need to it needs to be custom. I mean, there's a lot of technology squeezed into that little pen.
Law Smith
9:51
It's not like the air purifier companies to work for that we have in the other room that the deal is it's expensive. And then they get you on hapa filters for the rest of your life. Better $75 filters for life. Yeah, but it actually works. I'm just saying like, that's the model for them. I get right. And that's a lot of models for a lot of businesses. But I would say I wanted to kind of sweep that into Henry, you didn't know what we're going to talk about. You just kind of were strolling into like, why don't you join? We wanted to kind of talk about fantasy baseball is coming up. I don't know if your fantasy guy I don't think you're much fantasy sports dude. That's correct. So that's good. Because we are
10:27
it's a
Law Smith
10:28
gives you the voice it gives a voice of someone who isn't Dude, I got perspective. So you can cut holes and questions because we you know, you can get into fantasy stuff like fucking the baseball's, but yeah, the biggest Dungeons and Dragons nerds of all time. Yeah. Like, it's it's in. It's a stats game, which is funny. So we were talking about, we need to talk about how digital marketing is a lot like the analytics of it is a lot like fantasy baseball, or any fantasy sports. Yeah,
1
Speaker 1
10:55
cuz I was preparing for our upcoming draft on Thursday. And I remember thinking back when you and I first started working together, and I was stupid, and you're like, Listen, jackass, it's like fantasy baseball. And I was like, oh, and then you laid it out. And you made some correlations for me and I put it together. I don't even remember what the hell we were talking about. So but it's a really good way to explain things to like do to our into that sort of thing.
Law Smith
11:23
So I'm always trying to find a through line. That's where stand up helps me become an excellent communicator. Regardless of every woman I've dated naturally.
Law Smith
11:32
But like, I'm trying to find something that you're into that I can go Oh, shit, okay, I know, he's really into this. This is comparable to that. Like if you were into
Law Smith
11:45
like a video game like Halo or something like that. There's a lot of stats with that when I used to play, I don't play video games anymore. But I try to figure something out. Like, there's usually some kind of thing you're into a touchdown, touchdown. I was getting caught between Hank and H town, sir, hey, that I'm sure I could find that connection to tell the story. So it's almost like a mnemonic device to teach it. Yeah,
1
Speaker 1
12:08
for sure. That's a big part of being a communicator is getting the stuff turned in, in your head out so that the person that's hearing it, understands it a transfer those people yeah, most people understand what they want to say. But they can't say it in a way that gets it across, right? need these tools like fantasy baseball correlations, these analogies, and you can use
Law Smith
12:29
taxes because everybody knows taxes a little bit, but that's not gonna stick
12:34
and it's instant down. I'm just joking.
Law Smith
12:38
But you know, I'm saying like, you could find this general thing for sure that you go, all right, you do how you know, there is taxes, right? For sure. To start that way, for sure. We're gonna go Okay, what is this person into? Let me see if I can find out through line. I pride myself in telling the story of like, I taught a 65 year old like, C suite guy executive how ad ad placement works online by I looked around his office and saw this golf shit. And I was like, okay, it's like, where the ads are is like sand traps and your your website's important that we need to make for you. Because if you want to be a media site, the site we're making for you, you want to be a site that gets ad revenue from clicks that consider those sand traps and you're building a Robert Trent Jones course Yeah, and he was like, oh, and
13:28
Robert Trent Jones know for a lot of sand traps
Law Smith
13:30
know just known for course building is the only reference I had
1
Speaker 1
13:34
in my in my account only golf cart golf course architect he knew it's like
Law Smith
13:39
him in who's famous.
1
Speaker 1
13:42
Palmer Yeah, yeah, the old guys. What's his name jack Nicklaus. I think this is a lot. Of course.
Law Smith
13:47
That's what I think maybe that's why it doesn't matter. Anyway. I rather pick Robert Trent Jones, because it's more specific golf guys know that?
1
Speaker 1
13:55
Yeah. That's more inside baseball golf than just jack Nicklaus? Yeah.
Law Smith
14:00
When it builds more by using that, that more specific reference Plus, I think the purple specifics funnier to me to always Yeah, definitely. But like, so I feel like, we have a lot of talks with a lot of people. And Henry, you do this on the website, analytic side, because it's similar, right? writer, and I always try to go look for everything online. There's an offline Yeah, like, absolutely. Like, kind of business one on one. So if you have a website, that's your retail store, right, or your office, right, for sure. You kind of treat it. I mean, as you're kind of explaining, think websites and kind of the online offline feel you, you handle it the same way, when you're making your tracking. Alright, so
3
Speaker 3
14:49
heat map, for example, on a website, and we've got better tools today. But a heat map has a thermal image view of your website landing page with red where the mouse goes most with what capturing most people sessions when they land on that page. And so where it's hot, it's going to be interacted with content and where it's blue is going to be very cold and not very used areas of the page. Don't. So I would do that.
Law Smith
15:13
I would explain it that way. The rational way. Yep. And then I break and go, it's like, the CDC put out a map for Zika. Yeah. And I tried to find
3
Speaker 3
15:22
everybody. The Weather Channel, right, the temperature map during summer time.
Law Smith
15:29
Yeah,
15:29
we'll leave it at
Law Smith
15:31
that, because that's my personal experience. So like,
15:32
right, I know a website like a virus? Well, yeah.
15:37
It depends how you look at
15:39
the virus,
Law Smith
15:40
the visual in their head, but of like, you know, this is that you may find more target areas and random spot, right. And that's what it's going to help. Right.
3
Speaker 3
15:50
And so that's the online and then the offline right over there.
15:53
Yeah, I'm just playing with cameras when you're not looking up.
3
Speaker 3
15:55
That's the online feel. And then the offline is a transfer. Right? So you related an example minute ago to golf, right? That's kind of your offline translation to the internet. So in this case, the offline translation of like, how this stuff works, is like, okay, so they're not interacting with this corner, which is blue. But this is where the main call to action where we want them to click is they're not getting it. So like, we got to reframe our minds, put ourselves in their perspectives and say, what am I trying to achieve? If I'm this person on this page with this background? Right? Yeah. So you literally like put yourself in a place offline, trying to do something physical in the real world, and then try and solve this problem online. Like, it's the only way to do it. So whenever you're trying to explain anything online, I think you have to find those offline examples just to just to because it's not technical, right? Like the technical piece, like makes people glaze over immediately,
Law Smith
16:47
I think we need to do I designed specifically for you is big, and I have trouble. Explain the ROI of that, that I was about to say, we might have to do like a serialized like I can podcast, like just a series of just breaking down in our lab design and all those things we should man we're gonna have to table that is will never get to this kind of
3
Speaker 3
17:10
summarize quickly have a quick versus before. So I think I think where we are today with technology forces designed to be one of the final components that now is so important, like, we've fixed everything else. But now we're in an instantaneous world where we can serve up something very quickly on a phone from anywhere on the internet, in the internet, and world, right. So like, all of that data has to be organized, it's got a then be put into we call it a user experience. But when someone goes on to Google or goes into the place where they're trying to find out new things, they have a very limited amount of time, they're probably only going to spend about three to four minutes, even trying to solve this goal before they try a whole new method. And so you've got that period of time to say, Okay, let's break this out, like the like the, you know, show 24, right, like, let's break down every minute of this. And like literally walk ourselves through it, design then becomes important, just for the same reason I give the analogy of walking into any offline store, like walk into a mall store, a shoe store, a car, store, anything you have a user experience, you've got to be guided, that's all design man. It's just designed translated into a 2d digital format. And soon to be more than that, but it's immersive, just like our real world. And so designing, it just allows us to guide them without them having to think about it. It's all intuitive. And so it's it breaks down to even spacing, hierarchy and content. So you've got big, smaller, smaller, and then that's organized in a way where people can find their flow just like they can find a site. Let me do cheat code IKEA. Work. Yeah, perfect example,
Law Smith
18:51
layout of IKEA. It's designed it they know why you're going there to destination retail store. Once you get in. It's hard to get
3
Speaker 3
19:00
out. It's a labyrinth like Zelda. Exactly. There are shortcuts and the more you pay attention and slow down, you can find new ways to navigate better for more advanced users, right? I mean, there's a shortcut.
Law Smith
19:12
Mama Smith told me go through the exit and just walk through that shit. Get a cinnamon roll on your way through the exit. There's always a hat go through the cash out and just go through the back and get the stuff don't walk through the retail. It's a no it's a box like that. You
1
Speaker 1
19:29
know why they call it IKEA? Because every time I buy something from there, so you buy something else in there and I key up.
19:37
I don't have the soundboard.
19:41
That's cool.
Law Smith
19:43
It's actually funny. I have it.
1
Speaker 1
19:44
I trust me. I know I say it all the time. I know. It's funny. I did just don't ever get to give it back to me.
Law Smith
19:52
Alright, so fantasy fantasy sports. I I'm always surprised how big fantasy football and the other fantasy sports are fascinating fantasy football's
1
Speaker 1
20:00
like its own thing. You know, the other different games? Yeah. And it's a lot easier. It's not as intense as fantasy baseball.
Law Smith
20:07
It's very passive. It's oppressive. It's you only have to pay attention to it once a week usually.
1
Speaker 1
20:13
Yeah, if you ignore fantasy baseball, you're not going to win and most of the other ones but fantasy football. You know, my wife was a four time defending champion. So that's all you need to know
Law Smith
20:23
that your League's terrible. No, it hasn't. You know, she's a badass draft or I'll give her that. I know.
1
Speaker 1
20:29
It's just a matter of like, she's not reading rodeo world like I am and keeping up on things. It's just like, oh, I'll just play the best guys and it can work Believe it or not. geniuses.
Law Smith
20:39
We do analysis Brown. We have analysis paralysis. Exactly. Think it. You can't relax and you do too much research backlit. Oh, he's got a high ankle sprain. What does that mean yet? od. Odell Beckham is being very sassy lately in the news. I don't think he's gonna have a good game because of that. Like, where's that doesn't matter once you start playing Hello, right? Yeah, exactly. You'll have like the amazing one handed catch for two TVs or something.
1
Speaker 1
21:04
Yeah. And you're like, Oh, yeah, that's right. He's like one of the best in the league. And I don't know why I think I know more than them.
Law Smith
21:09
Right. And so less is more sometimes when you overdo it exactly. Anyway, I would say for those are maybe nodding out like Henry is about this analogy. 14% of Americans. Here's the fun fact for the show. 14% of all Americans play fantasy baseball.
21:27
Were 14 that's pretty high. I'm surprised.
21:30
It's my lucky number. So it means something to me.
21:32
I mean, there's I'm going to say
21:35
how long have you had that lucky numbers and tours for Him? May 14 son.
Law Smith
21:39
I'm going to say that. That's probably like 4% really play it? Honestly. Because it is a thing you can sign up for fantasy sports? Because it has you have no skin in the game unless you bet a lot of money. Yeah, but he's most people just that another passive thing to do when you have your coffee. Get office in the morning. I
1
Speaker 1
21:59
mean, though, I'm diamond level bro. If you go on Yahoo, you'll see me I'm 99% that's
22:05
that's billboard numbers. Yeah, I know.
1
Speaker 1
22:07
It's um, it means I'm like the best in the world of fantasy baseball.
22:11
Oh, cool. Wow, cool. That's the leaderboard All right. It's like whenever he was acting
1
Speaker 1
22:15
like it's dorky. Yeah, he was diamond level you'd be saying the same shit.
22:20
It was will call you diamond Dallas page. You put it like that?
2
Speaker 2
22:23
Did you put that on LinkedIn or going to is that a certificate? Or?
1
Speaker 1
22:28
I'm afraid that I because I think if I'm like barely above diamond level, so if I lose like week one, I'm like back
22:34
platinum.
22:36
Platinum level happy Platinum these
Law Smith
22:38
days? Isn't Platinum better than diamond?
1
Speaker 1
22:41
Not according to Yahoo. What about Jim Allah just
Law Smith
22:44
like getting a record? Like I got a gold record. I got a platinum, right. If I ever gotten a diamond, it's number one. Number one,
22:53
the heavens are forever.
Law Smith
22:56
Yeah, thanks a lot for years for making a engagement rings as a thing. Hey, the best advertising of all time.
23:04
What did it say about the beers people let you
