Stew Redwine (00:00):
This is a ad is the Award winning podcast solely focused audio ads creatives you make them the thinking informs them how the space is evolving and my favorite up recent audio ads with Analysis your truly s red wine and each episodes guest

Stew Redwine (00:36):
This is season three episode two of ad infini item titled stay safe in sound navigating brand safety and suitability and audio advertising exploring the nuances of brand safety and suitability and audio the challenges Faced and strategies to protect the Brands in today's everchanging media Landscape phil episode im thrilled to welcome podcast host and journalist Suzanne rico Suzanne rico is a journalist and host of the wading podcast the man who calculated death in death look into her family's past and how still resonates and today's world she's on Adin item today to explore how her podcast Journey has led her into some incredible topics that are Worthy of discussing and tie to the concept and the challenges face with brand safety what i like brandability so Suzanne welcome to add itm it's a pleasure to have you here today

Suzanne Rico (01:31):
Thank you and yeah it's a learning experience for me you know has somebody on the other side who's doing a story about our dark family history to bump up against challenges like brand safety and that advertisers are worried about i

Stew Redwine (01:45):
Think let's just start right there like why don't you tell us elevator pitch for the show for the listeners for the chief officer listening sets up this Conversation brand safety and suitability better than anything else bit of your Journey to making a show as well

Suzanne Rico (02:00):
So my podcast is a nine episode long form narrative called the man who calculated death and it's basically a deep dive investigation into my own family ancestry that bumps up against nazi germany and my grandfather who was the Creator of the world's first Cruise for Adolf Hitler buzzword in there that you hear people might be like. Oh i get why people might wanna learn a little bit more about that before they jump in bed with the man who calculated death you know the story started when my mom died in two thousand thirteen and she left an unfinished memoir about her childhood Growing up in world wari germany and her dying wish was that my Sisters and i finished that book and that's what kicked off this Odyssey and i think that the discoveries that we make and the family Secrets that we on earth and the sort of processing that we have to do about things like generational guilt and responsibility to history those are super important topics that we need to talk about today and that i think inform the future so when you get past those buzzwords like nazi and Adolph Hitler i think that there's a lot of really important and beautiful moments in the man who calculated death and important important things that we need to remember i

Stew Redwine (03:15):
Couldn't agree more because the polarization that all so based this right and wrong good bad up and down left and right and it's like to me the complex part of being alive and as i grow older is two things can be simultaneously true and el listen to the calculated that experience what was frees know i think it's really hard to understand that a guy can go to work and design v one Rockets for the nazis it's like a lit test for for frankly spiritual maturity that someone could go. Oh this guy your grandfather is at work making d. One Rockets for Adolph during the day and can come home and masse his kids hair and give his wife a hug and be loving at night yeah that's a hard thing to get to your head

Suzanne Rico (04:13):
Know talk about good and Evil and ups and downs and like that would've been so much easier for me if he had just been pure Evil o pure good right either of those would've been so much easier for me personally emotionally as a journalist everything but the fact es we are all these various shades of gray and so i had to pull so many threads in from history i mean. He died in nineteen Sixty nine so i never met him so I'm trying to get inside the mind of a dead man and so i had to really Braid all these threads together and he was just a really complex complicated person and i think that that is a universal right i don't care if you're talking about nazi germany if you're talking about right now we are all complicated individuals who are a asum of all of the choices that we've made in a lifetime yes

Stew Redwine (05:01):
And we can make a different decision each day and like you said it is a lot easier when it's over indexed one way or the other what's unfortunate to see is the industrial arrangement complex snapping to that finish line like trying to get to over that line i actually is a horrible line there are certain things there es a certain place most of us most of the time are all these shades of about what are you gonna do today and yeah people have done things in their past so thats what this is all about and i. Imagine that was a challenge when you were putting this together and looking for sponsorships or talking to advertisers like what has that been like well

Suzanne Rico (05:40):
It's been a surprise for me i see the story. Has really such a wonderful first of all it's a wonderful narrative i think you can follow and you can get back into nineteen twenties germany when the first planes were flying and my grandfather was the star pilot and then you go into the thirties when Hitler was starting to take over germany and he thought. He hated Hitler. He just thought Hitler was gonna blow over and then you get into the late thirties where. He is now not an aeronautical engineer making touring planes anymore the nazis grab him to make war planes and what should he do hes got five children like all of these things so the narrative is really great i didn't see it as i guess a negative in the way that advertisers might have seen it and so it surprised me when companies that we were looking to partner with for distribution we like well wait we don't know if we can sell this we don't know if we wanna close to this and i was like.

(06:34):
No, no, no. You have to listen to it it's not that story so for me threw me off a little bit and i had to realize inglés i made them understand that the story was not about a bad nazi it was about a human being trying to make decisions in a really difficult time and how those decisions trickle down to his family and how those decisions trickle down to humanity i mean his v one missile is the world's first Cruise missile and the grandfather of the tomahawk missile which the United states uses and which has saved actually millions of lives because it goes in and it gets Wars over quickly right if you look at the Iraq war in two thousand three that's when they use the tomahawk Bagdad fell in three weeks there's a lot good in that missile too even though you're talking about a weapon of mass destruction so again it's those black and whites and i wanted people to understand that at the very end of this story it's a story about family it's a story about ancestry it's a story about lessons it's a story about not repeating the past and i think it's a story ultimately of humanity and light yeah

Stew Redwine (07:45):
We need to listen to this kind of stuff i heard like the only thing we've learned from history is that we don't learn from history thank you so in high school i got the opportunity to go to Harry Romania and while i was there one of the cities I'm pretty sure it was Romania there was a statue Park where they had all of the communist statues in one place now they worked all over the City so it's not like they're down the main Street in like say Richmond Virginia just knock them down at destroy one place. Si you can drive through see remember this is what we defeated do not forget this is what we defeated and they will do it again if we give them the opportunity yvo we do this again if it's given the opportunity and also so important to listen to like on how many of us drive vws or bmws the legacy of the nazis is the most horrific and yet theres still stuff that has impacted our life in the Modern world so if we just about this or discussion at all we gonna miss all we're gonna have a blind spots a

Suzanne Rico (08:50):
Disser you didn't make it as far episode in the podcast por episode i interview a guy named Oscar Jacob who is one of the concentration camp holocaust Survivors who was forced at the age of fourteen to build my grandfather's bombs in an underground concentration camp and when you're talking about brand safety you should get on board with his podcast because he said himself thank you Suzanne for telling this story because so many German people and descendants of germans want to back away from it they wanna white washer they wanna be like. Oh no. We didn't have anything directly to do with it and he said we need more people like you and stories like this to be out there so talk about a lesson in humanity this guy es just amazing and you cannot help just fall in love with his humanity

Stew Redwine (09:40):
What i did listen to sounds stands for me as a listener all the redemption i needed to go for inside of me like i wanna talk bringing back to the chief audio officer es as we continu to have this Conversation you know with the shutdown of gar gar based on keyword so we would go your show like yeah bombs nazi there's all sorts of fun stuff that a machine is gonna go does not complete for company advertise ok, so thats with getting shut down and just this change that we're seeing that is changing which is good so it's not just like immediately but still it's like what do we do well the main thing we focus on at oxford road our partnership is on admin in attack basically how civil is the Conversation so your show is incredibly civil there's no admin in attack cuz that's the real problem we've identified if one thing the industrial arrangement complex is demonizing dehumanizing and calling people names thats nothing in the manual calcul death the man calcul death is a history show so we think about brain safety its been this defensive Posture of its universal standards to avoid harmful I'm gonna avoid harm i don't wanna be in something offensive brain suitability which is more the z Guys right now and the tools like are getting better what my s identify identity matches this show's identity and this Audiences identity and if you have a like to avoid really something ofx opinion is dehumanizing and ad then you're able to match up the man who calculated death all of a sudden goes from being on the bad list because all anybody heard was nazi to its a good list because what it's about humanity and history and family.

(11:38):
Oh, those are all standards that our brand identity matches and the audience that listens to this show. Oh, those are people that we wanna talk to as well

Suzanne Rico (11:46):
So if look at like the reviews the man who calculated death has gotten so far i mean i am so happy about those too because they speak for me these are people that i don't know that are coming in and talking about all what you just said humanity family love choices that we make generational guilt responsibility all these things that are important concepts and they are the ones that are saying like this is what this is about so I've been banned off tiktok for talking about my podcast i dunno eight times yeah

Stew Redwine (12:17):
Now we're banding tiktok

Suzanne Rico (12:18):
Right now we're banding tiktok but tiktok has banned me what so frustrating to me and I'm gonna get around to your question because i have something to say about that but what so frustrating with me with tiktok is that like i was talking with my executive producer John cryer the actor and he was doing this interview with me about the podcast and we were talking about all these amazing themes and how we started this story and how the podcast came together and all this cool stuff and it basically got band because we said the word nazi and so everyone was telling me, oh, you can't say nazi you have to say im like ok just looked like an idiot when i talk about world wari and i say i mean it's just so ridiculous what was really frustrating that when i went and appealed those Bands it never gets to a person el list tiktok i don't think it does and so these Bands were coming and with regards to like brand suitability there is nobody en my opinion a any company that is going to listen to the man who calculated death and come out of it saying yeah no.

(13:18):
This is this is either hate speech or if it's offensive or anything that's not gonna happen so at some point there has to be like working on some sort of compromiser meet in the middle where its not just this buzzword you're like no i don't wanna be Associated with nazi so we're just gonna take that off the table i hope that that is gonna happen and actually in my own Journey of selling this podcast and partnering this podcast I've come up against quite a few obstacles with people worried and 11 we've talked it out and they've been able to speak with me and hear more about it and listen they've come around but it's a steeper Slope than i would've liked to have been

Stew Redwine (13:58):
I mean that's exactly it that is what Secrets built on that our approach road just looking for individual words that are offensive what is the tone and the Posture of the show simply what is Disability score and that just changes you know the focus off anything can be discussed and even really offensive words treated with respect and discuss we need to still be able to say then what we were talking about it's if we destroy all the statues and get rid of them completely we now have a blind spot we never say words and even talk about what those words means word we're forget we blind so incredible what you've and i think es as gets out even more even great response que it's so cool youre taking time when i think people open to it and grapp with this man im so sick and how do i deal with what has that like you with wading before we get into the ad Analysis for the chief audio officers just for folks that are interested in kind of the creative process and the lifecycle of the podcast what has that been like led to the wonder deal

Suzanne Rico (15:02):
You know this is my first podcast im a Career broadcast journalist i did TV reporting and anchoring for years so you know those things are a thirty two minutes you get to tell your story so this is now nine episodes of thirty five to forty five minutes that has been such a learning experience for me to tell the story over you know the long narrative arc instead of two minutes i had never done a podcast before i had no idea how to sell one luckily i partners and we check it out and you know partnering with wondering was a dream for me because i liked their brand i liked what they did i liked the podcast that they put out it was something when we got an offer from them i was absolutely thrilled we made some i think mistakes along the way in that we produce this podcast a hundred percent ourselves i produce basically and you know wondering their main brand does not take podcast that they don't produce themselves so there was no way for us to go with the brand so we went with the wonder plus brand is of course behind the paywall so that es the deal i made like having it behind the paywall im not at going behind paywalls myself so no i don't the wonder experience.

(16:20):
Has amazing for me they gave us a lot of great support they reached out to their brand partners like Apple other partners and got us bumps got us mentions and things like that which shot the podcast all the up to number eleven at one point which was amazing for a podcast number eleven

Stew Redwine (16:41):
On what

Suzanne Rico (16:41):
Believe it or not we got as high as number eleven overall at one point which is amazing to me. I don really understand how it all Works

Stew Redwine (16:50):
Congratulations yeah

Suzanne Rico (16:51):
And then we Hung out in the top Twenty of the history charts for quite some time we were in the top Twenty and ever since everything has been released we've been hanging out in the top one hundred i think it was in the sixties today so people are listening even though it is behind a paywall which is fantastic so the wonder experience to me and this is why i think brand is so important and you know this I'm not telling you anything that you don't know it is so important to get in bed with a brand that you respect and wondery certainly lived up to expect for me that

Stew Redwine (17:22):
And it's so you i mean it comes through you've been a professional storyteller your entire life and it really a great listen recommended enough im curious what's next for the man who calculated death what are doing next so

Suzanne Rico (17:38):
That's interesting Nina too this is something I'd like to talk to about

Stew Redwine (17:42):
I'm here

Suzanne Rico (17:43):
Maybe on a private phone call hello or if anybody listening. Has any ideas for me yes so there's a second season to the man who calculated that you know we took it to wonder wonder. He owned by Amazon they have first ride of first refusal on the second season i don't know what's gonna happen with that so you know again their world is not a world that i know and i don't know what's going to happen i have a feeling that whatever is going to happen will happen 11 the podcast goes wide and we see how it does when it's out a supported

Stew Redwine (18:14):
That

Suzanne Rico (18:15):
Thats next step it'll go over to podcast one and it'll go and that you and i when we first talked i was telling you about this not pushback but this concern that i was getting about brand safety and brand compatibility and all of that and part of that was from podcast one they were a little bit concerned they were able to get past it because managers of the company the CEOs and the CEOs and the and all those people listened to it and then they realized this is exactly the kind of thing that we want to be partnered with and so now that deal is going to go through, pero i think theres no way to really judge the true impact of the man who calculated death until it's been out on the a supported free market podcast

Stew Redwine (18:58):
11 a place to

Suzanne Rico (19:06):
Know what im really happy with podcast one i feel believe en the product is huge i feel they want to have something like that on their lineup they don't do a lot of this kind stuff right they don't do just series know nine episode series that's not bread and butter i think they saw the value in the man who calculated that and they're gonna put their money where their mouth is

Stew Redwine (19:31):
Absolutely great folks over the way the media round table started was exactly what the name communicates or hopefully communicates which is how do we stop the polarization how do we all come together and move incentive of enraging people discourse recognize that well so it cool to see they recognize the desire out there amongst you know that huge group of us de either side. Hey how we understand this shared experience we have being alive together being of that

Suzanne Rico (20:09):
Do wanna say we have to use those of us who feel like i don't hate the radical left i just wanna move the Conversation into something that everyone can participate with i think we have to and i just wrote an oped for the los angeles times and i think it'll run sometime in february it's basically about how when people stay Silent and when we can't have a civil discourse because we're afraid that somebody's gonna jump on us then that's when things really start to go sideways and I'm talking specifically in my case about the neo-nazi sort of uprising that we're seeing where people are hanging nazi banners off of us interstate over pases and they're marching through Neighborhoods in Columbus Ohio and my point es that we can't just stand by and say like. Oh that'll go that'll pas I'm not gonna say anything flip in the news cycle like no that's what happened in nineteen thirty three and adoler was made name Chancellor of germany and we were off to the races for world wari so i really do feel like things like media round table and things like the man who calculated death and things more about having a Conversation about how we can not repeat the failures of the past and do better in the future super important

Stew Redwine (21:35):
That often attributed de the only thing necessary for the tri to be is for good man or good people to do nothing to

Suzanne Rico (21:42):
Stay Silent to do nothing that's right

Stew Redwine (21:45):
Silent do nothing and its like the other day y exist makes a a guy flip him off for no reason like driving and followed him up to the next slide and then followed him up to the next slide and he kept yelling at him why did you do that all. He was doing was asking you why did you do that why did you flip me off cause the guy had like really no reason to what makes the point of the story is that the guy in the car in front hangs his head out the window goes I'm sorry

Suzanne Rico (22:10):
I love that that little story resonates so deeply with me because of the power of apology

(22:18):
Like that's another thing weve gotten so far away from and it's one thing that the point is made in episode five of my podcast where i have to i don't have to i choose to apologize to Oscar Jacob the ninety four year old holocaust Survivor who was forced to build my grandfather's bombs and for what it's worth i say I'm sorry and it was so meaningful to him and it was so meaningful to me and it's what i could offer so i think that we forget about sometimes when you make a bad choice like flipping somebody off on the freeway because you're late to work and you're mad and you're Grumpy kid sick at home whatever to just say like I'm sorry is deeply meaningful yes

Stew Redwine (22:57):
And it's okay, i love

Suzanne Rico (22:58):
That story i did not think that story was going that direction

Stew Redwine (23:02):
Man this has been definitely a show audio storytelling but also like what it means to be a lag this is incredible i mean which is the whole point of your show so let's do this let's listen to some math see how people are showing up history podcast by magellan ai these rankings are based on magellan's proprietary model which track data from the most download podcast in case specifically history based podcast what we're really focused on history demo you can go to magellan ai right su some people's work here

Suzanne Rico (23:37):
Im ready all

Stew Redwine (23:38):
Right the first ad we're going to listen to is from better help on the rest is history ads from top history podcast and some of them have regular top spenders so we see better help in Amazon and then we've got a couple others as well so first things first this is from better help the rest is history here we go

Betterhelp Ad (24:00):
This episode es brought to you by holiday season brings back lots of traditions son better than others what could be more wonderful meet up with your family around a christmas tree and singer car es lovely Tom en part what makes this time. Magical es all the joy in comfort that we seem to feel of es una experiencia we deserve to feel all year long and a great way to bring yourself some happiness whenever you need it es Therapy absolutely right Dominic Therapy can help you learn positive coping skills when you stressed and teach you how to set boundaries and enforce them it can help you anything no just major and check out better help its a gift that keep giving helping you easily get matched with a License therapist best everything is entirely online just fill out a short questionnaire to get find comfort this december with better help visit help do slash rest is history today to get ten off your first month that's better help hlp dot com. Slash rest is history

Stew Redwine (25:18):
De we have it sounds it was the first ad in a break red by the host what do you rate that on the Suzanne rico scale of one to ten of persuasion well

Suzanne Rico (25:26):
First i love the rest is history and i wanna be honest here i thought that this ad was going to a funny place which is we all wanna sit around having christmas Carol and seeing with our family but really it can be a real pain in the ass or something like that me

Stew Redwine (25:41):
Too that

Suzanne Rico (25:43):
And that's i wanted it to go because i was like. Oh my gosh this is gonna be so universal for all of us that we think this is gonna be this amazing thing every year and every year it is amazing but it also has those moments where you're just like. Oh my god I'm gonna kill my sister o this is not what i wanted whatever all the funny things are christmas so i didnt love that i think better help is fantastic i think the concept is so great that we can actually reach out and get somebody when we're feeling like we need it because we do know that Therapy is so hard to find the right person i think a mr. Mark i think i would give it like a five is that brutal. Ok seven

Stew Redwine (26:24):
Howard i meet in the middle of six or stick with your five.

Suzanne Rico (26:27):
Okay, the only problem we have with it it was completely fine, but do you want your ad to be fine ni don't

Stew Redwine (26:37):
Yesterday it was

Suzanne Rico (26:45):
I feel like if they had gone into a funny place and especially with those two Guys reading it it could have been funny and really engaging and also connect with me as a listener and as a possible buyer to say. Oh my god that is so universal that's exactly how i feel i love christmas i look forward to it but every year I'm like. Oh, i glad thats over fine

Stew Redwine (27:05):
Is exactly right it's fine we can do better i love what you're saying i just wanna play the next one for you right away and get your take out so here we go so the next ad is from Amazon pharmacy and this was on heroes Legends and history

Amazon Pharmacy Ad Narrator (27:19):
Amazon pharmacy presents painful thoughts

Amazon Pharmacy Ad Character (27:24):
The guy in front of me in the pharmacy line is halfway through in incredibly detailed seventeen minutes story about painful the

Amazon Pharmacy Ad Narrator (27:38):
Next time save yourself the pain and let Amazon pharmacy deliver your meds right to your door Amazon pharmacy healthcare just got less painful

Stew Redwine (27:48):
All right what say

Suzanne Rico (27:50):
Come on i like that much more because it was kind of funny and clever right i mean we've all been there again I'm always the universal person right and so if it speaks to me and i think it speaks to everybody we've all had that situation where we're standing there and we're like. Oh my god i gotta pick up my kid in fifteen minutes or whatever you have to do next and there's somebody in front of you and you wanna jump over the counter and like just grab your prescription and run that one spoke to me i would say that was like an eight point five i liked it a lot

Stew Redwine (28:23):
I

Suzanne Rico (28:23):
Like that one a lot just because i could totally see me being there going like please stop talking about your gout yes

Stew Redwine (28:29):
I been there too Nasty stuff yeah

Suzanne Rico (28:33):
And by the way stew that tagline healthcare just got less painful can we all understand that we all want healthcare to be less painful yes its so painful insurance and everything that we have to do and getting your prescriptions all of it is painful so if somebody can make my healthcare a little less painful amen is a

Stew Redwine (28:51):
Bit pain and its also Worthy of noting that like you could remember that even just seconds after which might sound sort of ridiculous having done over Twenty episodes of this now that's a good witness test casi will happen we listen to somebody literally been sixteen seconds and they like no deja a tag pain and yeah how many of us have been there i do have to say like the subtext of don't go outside don't interact en reality with crazy that

Suzanne Rico (29:24):
Thought about that too it's basically separating

Stew Redwine (29:27):
Don't interact

Suzanne Rico (29:28):
Ya está en your house don't go out

Stew Redwine (29:30):
S it te inefficient you know this whole drive to be efficient efficiency efficiency efficiency and it's like for me. My life is very inefficient and relationships are incredibly efficient and Purpose of life is to be live so hearing a guy's story and being able to sit in that and maybe even talk to him then it's like. Okay, let me get off my high horse i will say this you and i both felt better help one was like a comedy head fake because it's like they just not aware of how funny that could be the same idea of life insurance companies i like why don't they make more jokes about so blind spot. Okay, this one be funny and you know what it actually funny could it be sharper yes pero i do think, el scenario de painted clear enough

Suzanne Rico (30:18):
A you know think about all I'm the last person to stick up for any insurance company but think about the insurance company ads they're all funny you know they got like superheroes coming in or some guy that get like over dropped a tree

Allstate Mayhem (30:32):
All

Allstate Mayhem (30:32):
And be better from

Stew Redwine (30:34):
They're

Suzanne Rico (30:35):
Funny like we all don't like insurance and it's not funny but at least they can make us laugh maybe during the Superbowl

Stew Redwine (30:42):
Yes exact and i think on this one too like the music the tone of the music and even the narrator voice it felt kind of like. He was giving a little bit of like the ley s niets thing of like that it was like him but in tone of the sense of like i could see him standing there talking to me about the scenario that is amusing and interesting and it felt more like i get that im amusing and interesting and i even get only a i think the misses happen with somebody like funny

Suzanne Rico (31:11):
You no that's painful talk about painful

Stew Redwine (31:17):
All right this next one is Rocket money on american history hit

Allstate Mayhem (31:22):
Hi this is Freddy Wong from dunge and daddys and this episode is Sponsored by Rocket money Houston we have a saving that's right Rocket money is a personal finance app that empowers you to save more spend less and take control of your Financial life basically you can see all of your checking Savings credit cards investments in one convenient place you can understand your spending trends and most importantly you can categorize those expenses and set up a custom budget by identifying top spending categories listen you are track bank statements it's very difficult use Rocket money to help keep track of all your finances Rocket money is over five million happy members and it saved its users over one billion across all the apps premium features let Rocket money help you reach your Financial goals faster get Rocket money today at Rocket money dot com slash all in one that's Rocket money dot com. Slash all in one

Stew Redwine (32:11):
Ok im just maybe its just there's so much about history that's dark that we need all our breaks to be funny im like this is are we listening the co podcast like what is coming on

Suzanne Rico (32:22):
Yeah honestly still i feel sorry for Freddy Wong because he had so many words to say and only certain amount of time to say and he was going and i didn't understand anything in there and i was just like am i supposed to be getting from this i mean that was so much information stuffed in there if I'm a listener and I'm coming out of this like. Oh we're gonna talk about the highlights and challengers Carter fish while in office and then all of a sudden it's like what do i walk away with from that do i walk away with like i don't even remember that it's Rocket money i don't think sorry. Wow

Stew Redwine (32:57):
No. I love it you're giving us the real deal so Amazon was at eight point five what Rocket money

Suzanne Rico (33:03):
Six i don know maybe obviously a hard grader

Stew Redwine (33:06):
It's a five for different reason it sounds like you want it to be five

Suzanne Rico (33:09):
What i would've liked like take out half the words here and just slow it down and let me process it as a listener of what you're Offering me there's so much that they're Offering me that i feel like it all gets lost I'm not really even sure what I'm supposed to take away from this ad and isn't that sort of like advertising one. Oh, one yes

Stew Redwine (33:27):
Like

Suzanne Rico (33:28):
I exactly what the Amazon ad was Offering me was Offering to have somebody deliver my medications you know and even the first one better help i knew exactly what they were Offering me this one I'm not exactly sure what they're gonna offer me I'm sure if i go back and read it and listen to it a few more times i might understand

Stew Redwine (33:46):
You doing a great job

Suzanne Rico (33:55):
Saying that you tend to get into monologues too many words I'm a Writer if i just cut half my words my stuff is so much better i am pointing the finger at myself Rocket money i do the same thing seriously we gotta cut out half the words and our stuff is better episode

Stew Redwine (34:12):
So true i really got into stuff i guess really your last year about Behavioral Science Richard shot on the show who's written several books on Behavioral Science and all these Studies that they've done and i remember there was one was like a nonprofit fundraising letter and they like it wasn't completely arbitrary because you have to still have structure but they had like a letter and then they cut i can't remember if it was fifty percent or seventy five percent the word they just like cut it in half

Suzanne Rico (34:40):
Yes

Stew Redwine (34:40):
Yes and sometimes i do that all write seventy i think thats actually a great use of chat gpt quad is to go. Hey edit like only remove words and mega half is on and you know to your point on this one i mean it's so great getting your point of view on it because you are you're very far outside of who often we have on

Suzanne Rico (35:00):
I'm a consumer yes yes I'm a consumer I'm just a listener a podcast and a consumer

Stew Redwine (35:05):
Yes and so it's like when i hear you then i go. Okay, what would i do. Hey this is Freddy war from and daddys and this episode is Sponsored by Rocket money now was funny when the other guy weather was in bla off we have Savings i thought that was a great one yes

Suzanne Rico (35:20):
Me too

Stew Redwine (35:20):
And ningo i used Rocket money from my own finances we are able to save in our personal budget nine dollars on subscriptions you should check it out like that i just had a very interesting experience having you respond to this because i am just flagging in myself i mean in this so much that like it's like friends of mine that are really big rap fans i never really they'll listen to it and they'll understand everything the rap is saying it takes me like i gotta like read the lyrics you listen to the and you're like dude that was a bunch of Chicago i don't even know and i was like right with it I'm like tracking along right with it man i need check myself because i made over exposed

Suzanne Rico (36:02):
You said about like it's the funny the Rocket blas off Houston we're saving you money blah blah blah how about shake the Amazon book we can help you make banking less painful I'm a buyer of that i want my banking to be les painful so that's great all of that was just like i wasn't exactly sure what i should deal with all of that

Stew Redwine (36:22):
Five for different Reasons

Suzanne Rico (36:24):
I'm sorry Rocket money

Stew Redwine (36:25):
Good for them to hear its good for Rocket money to hear this i hope the creative team does hear this and take it toke and then wild we all been performance CPM different things work so it's like you know this might work fantastic for them i don know

Suzanne Rico (36:42):
And it would be so interesting to know how those three ads

Stew Redwine (36:45):
Performance well

Suzanne Rico (36:47):
These are not Joe blow companies you know these are big performative amazing companies so they gotta know what they're doing much more than i do. Ah

Stew Redwine (36:55):
We hope so yeah day money this es the last one this is ritual from stuff you missed in history class here we go

Ritual Ad (37:05):
Big shout out to you for making it through the hectic holiday season this new York clean quality pregnancy nutrient support off your to do list including rituals best selling Essential prenatal multivitamin designed with twelve traceable key ingredients to support a healthy pregnancy with big changes coming up take the small steps now and start today with thirty percent off a three month supply at ritual com slash podcast these statements evaluated by the food and drug administration this product es intended to diagnose treat prevent any

Suzanne Rico (37:39):
Disclaimer i don have any problem with this one this ones super straightforward to me i like the narrator she's easy on my ears there's not too many words i know exactly what she's telling me it's very specific right im almost Sixty year old woman who's never gonna have a kid again so this is not so important to me however i appreciate it it doesn't like turn me off in any way i would give this an eight it's not like. Oh my gosh hilarious o particularly memorable although i do like with big changes coming up take the small steps now i like that little that's like the tagline

Stew Redwine (38:11):
Of that statement that's

Suzanne Rico (38:13):
Like a little tagline to me i agree some bummer that they have to put the disclaimers in but you gotta deal with that pero ya i thought that this was just straightfor old school advertising i

Stew Redwine (38:23):
Agree im hesitating because of Mike are you saying it's fine or more than it

Suzanne Rico (38:28):
Hits all the notes that it needs to hit i mean you're talking about pregnancy women wanna just know like. Oh i could use this product i don't think they tried to too tricky with it i think is probably good i mean its better than fine when i say old school advertising i don't say that in a negative way at all this is just like very simple they're not trying to put the fris the bells and whistles on it they're just like here's the product that we have here's what it can do for you this is an important time in your life and we'll give you thirty percent off done

Stew Redwine (38:59):
Yes and i think thinking of an audience insight perhaps for a woman es like there's an element of how this feels to me kind of up to the bar two women in a waiting room at the doctor like this woman you just met she just shooting straight with you crazy weren't this because its really good and like this is a massive health event for a woman and women a longterm Thinkers and so it's like this to me you trust this because of its simplicity

Suzanne Rico (39:36):
That's such a great word and i was just gonna say the same thing i don't know from Adam if i should trust this company but the narrator the narration the straightforwardness of it that sort of like I'm sitting there in the doctor's office talking to somebody who knows something about this the trust makes me feel really good about this and i feel like i knowing exactly what I'm gonna get from this ad i like it

Stew Redwine (39:58):
Clarity. Has a all its own sometimes

Suzanne Rico (40:01):
It does i mean we all wanna laugh out loud and you know that's so clever but sometimes just that straightforward like here's what we're gonna give you and this is what it's gonna do for you is really quite nice right

Stew Redwine (40:12):
So there we have it so we had a spot from better help from Amazon from money and ritual and i am not surprised that for the most the audioly scores match i as persuasion is persuasion Gives us a common language to be able to identify dos things you to identify as a listener give us a better degree of objectivity Amazon was a on Suzanne rico persuasion seventy eight percent in audio ly so there's a couple of things that it could do better i think like we talked about its approach in its tone in general are good but if we were gonna zoom in and talk about improvements it's an age old one for very large advertisers and i talked about this on the last episode no ill say it again like one billion s think about that thats mcdonalds theyre still substantiating with social proof even though they are Walmart there big band number one grocery in California youre in their caso and so Amazon even though it is like one Amazon rule them all it's an easy blind spot to have so that would be one amazon's pharmacy is number one because of or knows JD power associates.

(41:36):
Esa whole thing of like what is the social proof that's one area where it improve and also in positioning against the competitors and the status quo would be another thing like its definitely positioning itself against the pain and the waiting in line are there any other delivery apps other ways to do this or Solutions for this just make sure that you're very clearly positioning pharmacy even in the waitings the thing you could something along the lines I'm just like the trip to the pharmacy waiting for the guy to finish the story and takes an average of ninety minutes with the Amazon pharmacy you'll have York subscription

Suzanne Rico (42:13):
What cut it you know what

Stew Redwine (42:15):
I'm saying so some kind of clear positioning and substantiation which is like some more facts and figures to back up the fun storytelling approach that they're taking and the next down with ritual just eat ten under seventy six percent you given that one at eight think we just talked about that one it's taking its customer seriously and respecting and then we have the couple that are fine better helping Rocket money you give about fives like the mask score and they had seventy five percent seventy one percent like structurally there's stuff they're doing correct but you know you bring up a good point on the Rocket money one that was like motor now there's a whole of endorsement and when it comes to better help suffering the same experience you had right after we listen to it like right now like i have to look at my notes Steven remember it yeah

Suzanne Rico (42:59):
I mean better help great great idea great company i just i don know i felt a little bit set up i wanted the christmas joke too

Stew Redwine (43:09):
The hand christmas joke

Suzanne Rico (43:11):
Maybe they felt they can't when you're talking about Therapy make a joke but i think probably people that need Therapy really need jokes too. Wow.

Stew Redwine (43:18):
Every stand come es anyone that worth a fantastic consumer

Suzanne Rico (43:25):
Exactly my point. Wow

Stew Redwine (43:27):
This a fun Suzanne thank you so much for helping us kick off season three this is episode two season working listeners go to learn more about you your work what's coming up

Suzanne Rico (43:38):
So you can go to my website Suzanne rico do com you can find my podcast the man who calculated death on wherever you get your podcast Apple Spotify wondering and it will be coming out wide soon so that's exciting I'll be working on the second season I'm working on a documentary short right now so I've got lots going on and you can follow me on all the socials at Suzanne rico thank

Stew Redwine (43:59):
You so much and the big takeaways for the chief for me are no that shows. Use something like seek partner with agency like oxford road to figure out what is suitable for you because there are people putting out things calcul death from a very simplistic standpoint just a keyword standpoint you would overlo an opportunity and also the second thing that i think Beyond the making the ads work and the day day is the larger theme of what we were talking about that i think you are doing with your work and that we can all do in different ways personally professionally which to up so thank you for sharing your family story you having the courage to do that helps other people able to face whatever it is that have their family system then as a all of the requires as to speak up so you doing your

Suzanne Rico (44:46):
I appreciate that from a people said something similar like that that it really made an impact on them and encourage them to go and look at their own histories you know and figure those out because the time is ticking por all of us on figuring out where we come from and why it's important so if that can be the legacy of the man who calculated that then that's a good thing

Stew Redwine (45:08):
Thanks again to our listeners if you enjoyed today's episode we'd love for you to show us some love with an honest five star review if there's a specific audio add genre podcasting jingle stuck in your head you like us to Analyze and drop me a note stu oxford com tell me next time. He pushing the boundaries of sound and remember to have fun making the ads work.