i got so fat since I moved to London

The adventure begins. It may not be easy. But it will be worth it.

2022, I moved home with one mission:

get this fucking podcast moving

don’t fucking stop.

make it my full time ting

t’was meant to be 1 year

turned into 3 years

not complaining.

Spag Bol & Surrey
& Mummy & Daddy.

Alas, a hop, skip, jump up the A3 to Clapham

(yup, East London Hipster-Dipsters wear your chagrin frowns)

Buzzin’ to be back in the mixer.
Laaaandan Tawn.
Let’ssss be havin YAAA

In the kaleidoscope of delicious merriment
I’ve found my chained to a panoply of pubs
down Northcote Road,
plying pints

and, pizza
Yes, pizza, lotsa lotsa pizza

Been here 9 days.
Scoffed Bread Stall Pizza 5 times.

The bloke’s like “fucking hell mate!!, you again?”

“Yes mate, lock up you’re fucking Pizzas Bro… Pizza Stud Muffin is in town…get those Frozen Marg rockin and rolling my G”

Sadly, my Fun Tum transmogrified into Full-Throttle Derby FC.

All this salacious debauchery needs to Simmer down.

Enter Simmer.

Simmer courted my curiosity,
fore-played my attention,
fornicated with my Apple Pay.

Game. Set. Match. Pass The Oranges LAAAADDIIEEE

Now a paying and happy customer.

Pain Is The Pitch - Alez Hormozi

Simmer really, really dig into your pain points. Deeper than most brands.

Simmer show you these paint points and how they solve them.

• don’t like cooking

• can’t portion control

• busy with work

• enjoy time with the family

• still cook on weekends

• save money

• food waste

Seth Godin says:

Marketing must solve a problem, then wrap a shareable-story around it.

Most brands get it the other way round.

Most brands create an incredible story, but rarely solve a real problem.

All Fart, No Shit.

Ya Bish?

Remember: The Pain is The Pitch - Alex Hormozi

1. Behavioural Economics & Nandos-ificaton of Personalisation

Devoured a wicked conversation with Mark Palmer recently (pod will come soon)

Mark is marketing maestro behind OG Challenger Brand, Green & Blacks.

He is also founder of Cawston Press, L.A. Brewery and, more recently, sits on the board at Nandos Australia.

G’uud fakkkinnnnn DAY mayyyteee

Shrimp on the barbie cunnie

Mark & I tried to reverse engineer the success of Nandos.

Personalisation increases the perceived value of tingzzz. Even Wingzzzz & Tingzzzz.

Personalisation = Skin In The Game = Increased Perceived Value

Choosing how much Medium Spice you smother over your cantankerously-crispy half Bird.

Choosing what drink you make from the refill station (if you work in WARHAMMER shop you’re probs doing Half Coke, Half Fanta with Medium Spice. HA HA HA HA Lotsssaaa Banta)

Personalisation elsewhere:

Choosing your leather seats on your Bimmer or Porker or Golf car.

Choosing the colour of your NIKE ID trotters.

Simmer tap into Personalisation.

Choose if you want lean portions.

Choose if you want big portions.

Choose if you want chicken. Choose if you want fish.

Choose if you want Vegan.

Personalisation = Skin In The Game = Increased Perceived Value

2. The Most Important Asset In The World

I know what you’re thinking… but… Nope… it’s not my 3 inch sword.

My 3 inch sword was probably the most seriously amazing cool…souvenir my Nana bought back from her travels to Osaka, Japan… it’s engraved with my initials

My Nana also got me some Green Matcha Kit Kats… it was funny… he hehe

She also brought me a Purple Kit Kat too - which not gunna lie was kinda cool

The most important asset. Your Name.

Soon as I subscribe to Simmer.

I receive this email.

Not just any email.

It’s an emotional story including my NAME

I was hoping the story would say “one day Dan, you’re going to be so fucking minted… you’ll be recording pods from a yacht in sun-sparkled Ibiza… just.”

Your NAME.

A story wrapped around your name.

3. A brand is not just who’s buying it, but also know about it - Sir John Hegarty

“A brand is not just who’s buying it, but also know about it”

The operative part of this sentence “also know about it”

I knew about Simmer for 3 years.

Simmy writes incredible LinkedIn content.

Simmy is a pithy and punchy writer and wonderful writer.

Good brands focus on satisfying existing customers.

Great brands focus on satisfying existing customers, and making enough noise potential customers know about them.

Back to Seth Godin

“The Smallest Viable Audience is the most valuable, but only when serving them is a seed that grows into a larger segment of the market, causing the change you seek”

Anyhoo,