Boring, Benedicts & Bezos

Pookie is looking absolutely fire today.

If you get this reference… You’re obviously in the know & “with it,” as the kids say. If you don’t, well then I’m jealous, because you are about to be introduced to the most electrifying couple on the internet.

Pookie & her husband Jett create OOTD videos that are absolutely riveting.

FWIW, OOTD means “outfit of the day,” for all my boomer readers.

FWIW means “for what it’s worth.”

Thank you for attending my Gen-Z acronym seminar.

Anyways, Pookie’s videos are a perfect mix of boring, cringe & awkward. Production value is low. Blocking is strange. There is literally zero editting aside from the captions, which I like to imagine Pookie creates word by word inside of the TikTok app (a horrible UX/UI… it most likely takes her hours). Candidly, they both look like deer in the headlights or perhaps they’re being held at gunpoint…? I hope not. But it’s unclear. No matter… We cannot look away. The internet loves them. And Jett, of course, loves Pookie.

Boring & awkward content has taken over the internet. Gone are the days of spending tens of thousands of dollars creating insane hooks and Hollywood-level graphics for your TikToks & Instagram reels. You no longer need to go full “Jackass” to get a bunch of views. No no. All you need is plain & regular. Boring is the new kick-in-the-nuts. Create videos of yourself unpacking Trader Joe’s groceries & making your bed in the morning… And BOOM. You will quickly be able to quit your job & become an influencer… But seriously. I’m sorta not joking.

Eggs Benedicts are out. Oatmeal is in.

Unless I’m watching Tony P cook it. I’d LOVE to watch a 25-year-old bachelor in DC try & poach some eggs.

Nonetheless, here’s my advice: start making boring, cringe & awkward content. For some reason, it’s working.

*Editor’s note: Jett ALWAYS wears Paige jeans. Like clockwork. I’ve been dying to get him some Mugsys. I’ve emailed Pookie like 10 times but I think she’s big timing me. So if anyone out there can get me in touch, that would be greatly appreciated.

Welcome to week 18 of Trust Fun. Johnny Damon week. The sweetest ass in the league.

Make Things Easy

There’s a reason this type of content is working & getting views. It’s digestible. Simple. Relatable..? We don’t have to think too hard. Like at all. All we want to do is watch some midwest suburban mom of 6 unload her Costco haul & re-stock the fridge. Give me an hour of that & I’m good. Anxiety gone. Stress eliminated. For a brief moment, I get to imagine that one day my biggest worry will be what flavor Pringles to buy.

It’s just so so easy to watch.

For consumers, ease is everything. Whether it’s consumers of content or a product, if it’s not easy, we most likely won’t (yup, you guessed it) consume it.

So, it’s not surprise that one of the pillars of building a consumer brand is making sure that your product easily & widely accessible… And how does one do that? Well the answer is simple. It’s so so so simple. And obvious. But as brand operators, it also frightens us.

Amazon. Put your shit on Amazon.

Amazon is the mecca of online shopping. Obviously. We all sorta know that. But do we truly understand how big it really is? Approximately 40% of ALL e-commerce happens on Amazon.

That number is NUTS. It’s so so much. And to truly build a $100m brand, you HAVE to be on Amazon. You just don’t really have a choice. The percentage of the whole is only getting bigger. Bezos keeps winning. People are becoming accustomed to everything Amazon offers. Literally, they are redefining the consumer’s expectations of what online shopping is… Free, 2-day shipping & being able to return your package @ any WholeFoods or UPS with just a QR code is considered “normal” now.

If I want to buy a pair of AirPods & some paper towels, I expect to be able to get them sent to me in the exact same box, the very next day.

Putting your product on Amazon is critical… But it’s also scary. As Shopify & Meta people, it truly feels like the wild west. When I was at Barstool, we launched a coffee company called Stella Blue Coffee & I had NO CLUE where to begin… but I knew if we were going to survive with a grocery item online, we needed to be on Amazon.

If done correctly, due to it’s sheer size, Amazon can unlock your business to growth beyond your wildest dreams. It can be seriously profitable, it can help you tap into new audiences you didn’t know existed… But you need help from experts.

I’ve worked with countless growth partners over my career thus far who claim to be Amazon “gurus” and “experts”… Blah blah blah.

But NO ONE has proven to me they can unlock Amazon for a brand quite like PixelTheory. Last month alone, they drove $500k in Amazon sales at 6x ROAS for their partners. Call me crazy but my guess is you didn’t do 6 ROAS on Meta last month. Their team gets it. They move fast as hell. And it eliminates the worry & pain of opening an entirely new admin dashboard & trying to teach it to yourself.

Time is money. Put someone at the drivers seat who knows the roads & move fast. Test & learn. Unlock Amazon & you’ll be living worry-free like Pookie & Jett in no time.

Stop being a wimp & avoiding Amazon like the plague for your brand. Talk to PixelTheory. Everything works on Amazon. No more excuses. Amazon is the path to an exit.

You can sign up for a free audit & convo here with PixelTheory. Tell ‘em Trust Fun sent you. Help me help you.

Thanks for reading. I’m going skiing. See you next week.