1 00:00:01,280 --> 00:00:03,520 Speaker 1: This episode is brought to you by P and C Bank. 2 00:00:03,920 --> 00:00:06,680 Speaker 1: A lot of people think podcasts about work are boring, 3 00:00:06,880 --> 00:00:10,719 Speaker 1: and sure they definitely can be, but understanding of professionals 4 00:00:10,800 --> 00:00:14,040 Speaker 1: routine shows us how they achieve their success little by little, 5 00:00:14,440 --> 00:00:18,079 Speaker 1: day after day. It's like banking with P and C Bank. 6 00:00:18,560 --> 00:00:21,360 Speaker 1: It might seem boring the safe plan and make calculated 7 00:00:21,400 --> 00:00:24,479 Speaker 1: decisions with your bank, but keeping your money boring is 8 00:00:24,520 --> 00:00:27,840 Speaker 1: what helps you live or more happily fulfilled life. P 9 00:00:27,960 --> 00:00:32,800 Speaker 1: and C Bank Brilliantly Boring since eighteen sixty five. Brilliantly 10 00:00:32,840 --> 00:00:35,479 Speaker 1: Boring since eighteen sixty five is a service mark of 11 00:00:35,520 --> 00:00:38,760 Speaker 1: the PNC Financial Service Group, Inc. P and C Bank 12 00:00:39,159 --> 00:00:44,560 Speaker 1: National Association Member FDIC. I know you have this dispyramid 13 00:00:44,720 --> 00:00:51,159 Speaker 1: of of relationships. Yeah, I'm interested because in the pyramid 14 00:00:51,360 --> 00:00:54,600 Speaker 1: you start with obviously at the bottom of the social media. 15 00:00:54,880 --> 00:00:55,280 Speaker 2: Why is that? 16 00:00:56,080 --> 00:00:59,800 Speaker 3: Well, I would say that social media is almost like 17 00:00:59,800 --> 00:01:05,080 Speaker 3: a virtual representation of walking around the streets of New York. Right, So, 18 00:01:05,200 --> 00:01:06,880 Speaker 3: anyone that you see on the streets of New York, 19 00:01:06,920 --> 00:01:10,119 Speaker 3: or riding the trains or however you're walking around New York, 20 00:01:10,760 --> 00:01:16,920 Speaker 3: you actually do have the option of speaking to them, right, So, 21 00:01:16,959 --> 00:01:18,880 Speaker 3: You could be in Times Square and you know it's 22 00:01:19,240 --> 00:01:22,080 Speaker 3: ten twenty thousand people in Times Square. As long as 23 00:01:22,120 --> 00:01:24,640 Speaker 3: they're standing there and walking the same street with you, 24 00:01:24,640 --> 00:01:27,240 Speaker 3: you have the option of speaking with them. Whether they're 25 00:01:27,240 --> 00:01:30,520 Speaker 3: going to speak to you is up to them. You 26 00:01:32,200 --> 00:01:37,440 Speaker 3: have the option same on the internet, right, social media, Twitter, LinkedIn, Instagram, 27 00:01:37,680 --> 00:01:40,639 Speaker 3: whatever social platform you're on. As long as they're there 28 00:01:40,880 --> 00:01:44,240 Speaker 3: and they're sharing, you also have the option of reaching 29 00:01:44,280 --> 00:01:46,440 Speaker 3: out and speaking to them. Whether it's through a direct message, 30 00:01:46,440 --> 00:01:48,760 Speaker 3: whether it's in a comment, whether it's in a retweet 31 00:01:48,840 --> 00:01:52,000 Speaker 3: or reply, whatever it is. They obviously have the option 32 00:01:52,240 --> 00:01:57,040 Speaker 3: of whether they would like to respond. The connectivity is there, 33 00:01:57,120 --> 00:02:01,400 Speaker 3: So I would say the expected response and that's why 34 00:02:01,440 --> 00:02:03,880 Speaker 3: you just said, oh in New York, because there's already 35 00:02:04,120 --> 00:02:08,120 Speaker 3: the building, it's already built in. The expected response time. 36 00:02:08,200 --> 00:02:11,360 Speaker 3: So once you start on social media and you're basically 37 00:02:11,560 --> 00:02:15,920 Speaker 3: and that's basically a virtual representation of what's happening in 38 00:02:15,960 --> 00:02:19,880 Speaker 3: the world. If you're just walking around, the expected response 39 00:02:20,040 --> 00:02:24,280 Speaker 3: time or the expectation for a response is very low. 40 00:02:25,639 --> 00:02:28,520 Speaker 3: Once you can move up and you actually can get 41 00:02:28,520 --> 00:02:33,000 Speaker 3: an email address, that expectation for a response goes up. 42 00:02:33,639 --> 00:02:36,160 Speaker 1: Yeah, so you went social media. I think you said. 43 00:02:37,600 --> 00:02:40,280 Speaker 3: Email, right, so you get from DMS to email. The 44 00:02:40,320 --> 00:02:43,160 Speaker 3: beauty of email as well is the fact that nine 45 00:02:43,160 --> 00:02:46,440 Speaker 3: times out of ten, when you get someone's email, you've 46 00:02:46,440 --> 00:02:48,920 Speaker 3: been introduced by someone. So you say, like just how 47 00:02:48,960 --> 00:02:50,760 Speaker 3: I say, hey, put me in touch with your guy 48 00:02:50,880 --> 00:02:54,480 Speaker 3: from the R and B and he's doing texting. I'm 49 00:02:54,480 --> 00:02:56,640 Speaker 3: going to get a warm introduction, so it's not just 50 00:02:56,760 --> 00:03:01,040 Speaker 3: me reaching out random. Yeah, I'm getting a warm introduction email, right. 51 00:03:01,160 --> 00:03:04,360 Speaker 3: That can also happen on text. What I like about text, though, 52 00:03:04,560 --> 00:03:07,760 Speaker 3: is the fact that text allows you to turn up 53 00:03:07,800 --> 00:03:12,839 Speaker 3: from texting to a phone conversation very quickly. And when 54 00:03:12,880 --> 00:03:16,200 Speaker 3: you have that kind of rapport, you're really going to 55 00:03:16,240 --> 00:03:19,880 Speaker 3: see who wants to work with you when you can 56 00:03:19,960 --> 00:03:24,160 Speaker 3: take stock of who actually answers your phone call, especially 57 00:03:24,240 --> 00:03:26,760 Speaker 3: in twenty twenty, who's actually going to answer the phone call? 58 00:03:26,840 --> 00:03:27,040 Speaker 2: Right? 59 00:03:27,400 --> 00:03:30,800 Speaker 3: And then that continues up the pyramid. Okay, yo, we 60 00:03:30,840 --> 00:03:32,440 Speaker 3: had a phone call. Hey, look, why don't you pull 61 00:03:32,520 --> 00:03:35,320 Speaker 3: up at this time? You got that in person, and 62 00:03:35,360 --> 00:03:37,600 Speaker 3: then you continue moving up the pyramid from this. 63 00:03:37,840 --> 00:03:41,160 Speaker 2: So, yeah, I want to talk about super phone. Before that, 64 00:03:41,240 --> 00:03:42,680 Speaker 2: I wanted to go back to that you said you 65 00:03:42,720 --> 00:03:47,000 Speaker 2: made two million dollars after off that album when you 66 00:03:47,000 --> 00:03:49,000 Speaker 2: took it off, So can you detail, like, how did 67 00:03:49,000 --> 00:03:50,640 Speaker 2: you do that? Was it through e merged? Was it 68 00:03:50,680 --> 00:03:55,440 Speaker 2: through live shows? A combination of everything? Live live made 69 00:03:55,480 --> 00:03:57,240 Speaker 2: up the majority live shows. Yeah. 70 00:03:57,320 --> 00:04:00,000 Speaker 3: So when I put my number on Twitter say everybody 71 00:04:00,040 --> 00:04:02,680 Speaker 3: shoot me a text, there were thirty five thousand people 72 00:04:02,680 --> 00:04:07,280 Speaker 3: that texted in the first response that everyone got. And 73 00:04:07,680 --> 00:04:10,000 Speaker 3: whether you're texting you know you're texted me for the 74 00:04:10,040 --> 00:04:12,080 Speaker 3: first time, or you see any of these other celebs, 75 00:04:12,120 --> 00:04:15,040 Speaker 3: I mean they're now six seven years later, everybody finally 76 00:04:15,120 --> 00:04:15,440 Speaker 3: caught on. 77 00:04:15,600 --> 00:04:17,120 Speaker 1: You know what I'm saying. 78 00:04:17,520 --> 00:04:21,200 Speaker 3: The first response is it needs to be automated right 79 00:04:21,800 --> 00:04:24,039 Speaker 3: for you to be able to manage the scale, And 80 00:04:24,080 --> 00:04:27,679 Speaker 3: that first response is always thanks for texting. I would 81 00:04:27,680 --> 00:04:30,200 Speaker 3: love to know who you are, so please, you know, 82 00:04:30,240 --> 00:04:32,400 Speaker 3: put your information in my phone, right because I'm not 83 00:04:32,400 --> 00:04:35,600 Speaker 3: gonna type everybody's information. So here's a form you can 84 00:04:35,680 --> 00:04:37,599 Speaker 3: you can actually put your information in my phone so 85 00:04:37,680 --> 00:04:42,640 Speaker 3: I know who's even texting me at that point. The 86 00:04:42,800 --> 00:04:48,640 Speaker 3: difference I would say between my twenty thirteen campaign and 87 00:04:48,680 --> 00:04:52,479 Speaker 3: the campaigns that I'm seeing now is that there was 88 00:04:52,520 --> 00:04:58,040 Speaker 3: a very specific intent captured at the initiation of the conversation. 89 00:04:58,680 --> 00:05:00,560 Speaker 3: So I didn't just say, hey, here's my number, shoot 90 00:05:00,560 --> 00:05:02,839 Speaker 3: me a text. What's up. I said, look, shoot me 91 00:05:02,880 --> 00:05:06,599 Speaker 3: a text to get my new album. So they shot 92 00:05:06,640 --> 00:05:09,200 Speaker 3: me a text. I already know the reason they're texting 93 00:05:09,320 --> 00:05:09,479 Speaker 3: is to. 94 00:05:09,520 --> 00:05:10,840 Speaker 1: Give new product. 95 00:05:11,520 --> 00:05:14,520 Speaker 3: What's your information? Once I have the information, here's the 96 00:05:14,560 --> 00:05:17,440 Speaker 3: link to get the album. Once that intent is captured, 97 00:05:17,800 --> 00:05:20,360 Speaker 3: then you have an incredibly high conversion rate. So one 98 00:05:20,400 --> 00:05:22,880 Speaker 3: out of every two, about seventeen thousand people actually bought 99 00:05:22,880 --> 00:05:24,839 Speaker 3: that record. They bought it for ten dollars. That's one 100 00:05:24,920 --> 00:05:28,279 Speaker 3: hundred and seventy thousand, right. The difference though, is that 101 00:05:28,480 --> 00:05:32,200 Speaker 3: I now have a rolodex, a record, a ledger of 102 00:05:32,279 --> 00:05:35,400 Speaker 3: every single person that's willing to actually spend money with 103 00:05:35,480 --> 00:05:39,159 Speaker 3: me directly. So now not only do you I have names, 104 00:05:39,320 --> 00:05:42,799 Speaker 3: not only do you have emails, not only to have telephone numbers, 105 00:05:42,920 --> 00:05:47,440 Speaker 3: I have city and state and country information. So now 106 00:05:47,440 --> 00:05:48,159 Speaker 3: I'm going on tour. 107 00:05:48,279 --> 00:05:50,960 Speaker 1: Got the real goal? You're going on tour. 108 00:05:51,920 --> 00:05:56,600 Speaker 3: People go to concerts because it is a social experience. 109 00:05:57,360 --> 00:05:59,640 Speaker 3: So yeah, you might go to the concert of none 110 00:05:59,680 --> 00:06:01,480 Speaker 3: of your friend want to go, you still figure out 111 00:06:01,520 --> 00:06:03,159 Speaker 3: a where you go by yourself, but you're still in 112 00:06:03,160 --> 00:06:05,040 Speaker 3: a room with a bunch of people. You guys are 113 00:06:05,040 --> 00:06:07,839 Speaker 3: connected by the fact that you appreciate the artist that's 114 00:06:07,880 --> 00:06:11,800 Speaker 3: on stage. For me, in that situation, even though only 115 00:06:11,839 --> 00:06:15,120 Speaker 3: seventeen thousand people in my phone actually bought my record, 116 00:06:15,880 --> 00:06:18,800 Speaker 3: they all brought a friend or two or three or 117 00:06:18,880 --> 00:06:22,480 Speaker 3: five to the concerts. When I announced them, we sold 118 00:06:22,480 --> 00:06:26,400 Speaker 3: forty thousand tickets sixty euros a ticket. You could do 119 00:06:26,480 --> 00:06:26,800 Speaker 3: the math. 120 00:06:26,839 --> 00:06:28,440 Speaker 1: That's like five albums right there. 121 00:06:30,440 --> 00:06:34,200 Speaker 3: You know, And so it's really just and like I said, 122 00:06:34,520 --> 00:06:37,920 Speaker 3: you know, there's obviously ancillary income that happens from that. 123 00:06:37,960 --> 00:06:43,240 Speaker 3: There's publishing revenue and merchandise, et cetera. For me, you know, 124 00:06:43,520 --> 00:06:49,440 Speaker 3: I really prefer digital goods because you know, there's a 125 00:06:49,520 --> 00:06:52,240 Speaker 3: cost of goods. You know, when you have merchandise, and 126 00:06:52,279 --> 00:06:54,520 Speaker 3: there's a cost of inventory, there's a cost of shipping. 127 00:06:54,880 --> 00:06:58,520 Speaker 3: And so digital goods for me have always been my 128 00:06:58,640 --> 00:07:03,360 Speaker 3: preference just because they have unlimited scale and as long 129 00:07:03,400 --> 00:07:06,960 Speaker 3: as you're delivering value, hopefully your content is gonna be 130 00:07:06,960 --> 00:07:10,120 Speaker 3: ever green. And so that's why I always I always 131 00:07:11,160 --> 00:07:15,040 Speaker 3: remind an artist that even though you may feel like 132 00:07:15,120 --> 00:07:21,360 Speaker 3: your music is outdated, to you, it's actually brand new 133 00:07:21,400 --> 00:07:23,520 Speaker 3: for the person who's hearing it for the first time. 134 00:07:24,000 --> 00:07:28,400 Speaker 3: And the reality is that even if you went platinum, 135 00:07:28,600 --> 00:07:34,440 Speaker 3: there is still a large number of people around the 136 00:07:34,480 --> 00:07:36,880 Speaker 3: world who have yet to have even heard your record 137 00:07:36,920 --> 00:07:40,880 Speaker 3: one time. So you have the ability in music, which 138 00:07:40,920 --> 00:07:42,760 Speaker 3: is always why I say, look, just create the best 139 00:07:42,800 --> 00:07:46,800 Speaker 3: music you possibly can, because great music is ever green, 140 00:07:47,000 --> 00:07:49,880 Speaker 3: you know. And so you know, I'm doing some real 141 00:07:49,960 --> 00:07:56,000 Speaker 3: estate development and investments in Brooklyn, and so you know, 142 00:07:56,240 --> 00:07:58,680 Speaker 3: sometimes you'll walk into some of the whether it's the 143 00:07:58,720 --> 00:08:02,000 Speaker 3: mom and pop stores or or just the bodegas or wherever, 144 00:08:02,120 --> 00:08:05,360 Speaker 3: and they'll be playing some great, you know, old school music. 145 00:08:05,400 --> 00:08:07,840 Speaker 3: I've never heard the record before. I'm putting my shuzama 146 00:08:07,920 --> 00:08:10,640 Speaker 3: up because for me, it's still that experience of discovering 147 00:08:10,720 --> 00:08:13,240 Speaker 3: that music for the first time. It's thirty forty years old. 148 00:08:13,320 --> 00:08:13,480 Speaker 1: You know. 149 00:08:13,600 --> 00:08:15,640 Speaker 2: I love what you said as far as like, how 150 00:08:15,680 --> 00:08:19,720 Speaker 2: many people don't know you? Because that happened, I realized that, 151 00:08:19,760 --> 00:08:22,040 Speaker 2: like now with the podcast has become very popular, especially 152 00:08:22,040 --> 00:08:24,240 Speaker 2: in our community, and we went to an event curl Fest. 153 00:08:24,240 --> 00:08:26,320 Speaker 2: I don't know if you're heard of it. Yeah. One 154 00:08:26,360 --> 00:08:27,960 Speaker 2: of our guests on the podcast, a friend of all 155 00:08:28,040 --> 00:08:30,200 Speaker 2: she does it. So we had curl Fest this year 156 00:08:30,200 --> 00:08:33,400 Speaker 2: and it's like twenty thousand women and not a lot 157 00:08:33,400 --> 00:08:36,760 Speaker 2: of men, and like at least probably like twenty twenty 158 00:08:37,080 --> 00:08:39,080 Speaker 2: people came up to us like, yeah, we love your podcast. 159 00:08:39,120 --> 00:08:41,240 Speaker 2: So at first I'm like, this is dope, Like we 160 00:08:41,280 --> 00:08:43,160 Speaker 2: feel like, you know, we made it. But then I'm 161 00:08:43,160 --> 00:08:47,880 Speaker 2: thinking twenty people recognized us, which is dope. But there's 162 00:08:47,920 --> 00:08:50,280 Speaker 2: twenty thousand people here, Like how many people? We still 163 00:08:50,320 --> 00:08:52,679 Speaker 2: got so much more to penetrate day. 164 00:08:52,679 --> 00:08:55,040 Speaker 1: I tell them every day, like my life is so 165 00:08:55,120 --> 00:08:57,600 Speaker 1: much duality. Like I go to work, most of my 166 00:08:57,600 --> 00:08:59,600 Speaker 1: coworkers don't even know I do a podcast. I walk 167 00:08:59,640 --> 00:09:01,520 Speaker 1: down the stree. Most people don't even know I'm a teacher. 168 00:09:02,120 --> 00:09:04,120 Speaker 1: But like there are rare cats, like we're in Houston 169 00:09:04,280 --> 00:09:06,160 Speaker 1: and somebody will say, oh, you know, I love your podcast. 170 00:09:06,240 --> 00:09:09,280 Speaker 1: It's like this is cool. But now we got so 171 00:09:09,559 --> 00:09:11,160 Speaker 1: much con penetration. 172 00:09:11,200 --> 00:09:13,280 Speaker 2: You can never get thinking that you like made it 173 00:09:13,320 --> 00:09:15,360 Speaker 2: because yeah, there's always a bunch of people. 174 00:09:15,120 --> 00:09:16,200 Speaker 1: That don't have no clue. 175 00:09:16,640 --> 00:09:19,160 Speaker 3: Yeah, and also just to be just to keep it 176 00:09:19,160 --> 00:09:23,520 Speaker 3: one hundred, you still can be ridiculously wealthy just from 177 00:09:23,559 --> 00:09:28,320 Speaker 3: a niche audience, you know, I would say that you 178 00:09:28,360 --> 00:09:34,560 Speaker 3: know they're they're there. Exists a number of gen zers 179 00:09:35,120 --> 00:09:36,720 Speaker 3: that may not even know who Oprah is. 180 00:09:37,160 --> 00:09:38,240 Speaker 2: Right, that's the fact. 181 00:09:38,360 --> 00:09:41,720 Speaker 3: The audience though, that she's created, that's her niche audience, 182 00:09:41,880 --> 00:09:46,080 Speaker 3: and that's a that's a loyal audience. And that audience 183 00:09:46,160 --> 00:09:48,679 Speaker 3: is not just limited to the viewers. It's also limited 184 00:09:48,720 --> 00:09:53,600 Speaker 3: to the television executives that love her content and want 185 00:09:53,600 --> 00:09:56,920 Speaker 3: to syndicate it right. And so I think that you know, 186 00:09:58,040 --> 00:10:02,520 Speaker 3: the I would say the conundru of scale, or the 187 00:10:02,600 --> 00:10:06,320 Speaker 3: dilemma if you will, of scale is unless you really 188 00:10:06,520 --> 00:10:11,920 Speaker 3: have the technological infrastructure to have a direct relationship with 189 00:10:12,080 --> 00:10:15,120 Speaker 3: each one of your listeners at scale, you're better off 190 00:10:15,480 --> 00:10:20,360 Speaker 3: having a manageable, manageable audience in terms of size, so 191 00:10:20,400 --> 00:10:23,520 Speaker 3: that you can actually have a depth of a relationship 192 00:10:23,520 --> 00:10:27,520 Speaker 3: with those folks. I have folks, you know. You look 193 00:10:27,520 --> 00:10:33,400 Speaker 3: at my socials, my socials compared to the biggest stars 194 00:10:33,480 --> 00:10:36,199 Speaker 3: or influencers on Instagram, I'm sitting at three hundred and 195 00:10:36,240 --> 00:10:39,680 Speaker 3: sixty thousand followers. I know that in my core though, 196 00:10:39,880 --> 00:10:43,160 Speaker 3: I have folks that have spent four or five, six, seven, 197 00:10:43,240 --> 00:10:45,760 Speaker 3: ten thousand dollars with me and I know every dollar 198 00:10:45,840 --> 00:10:47,960 Speaker 3: they spent, I know the products they like, et cetera. 199 00:10:48,320 --> 00:10:53,280 Speaker 3: And so you know that depth of relationship on it. 200 00:10:53,320 --> 00:10:57,800 Speaker 3: And that's sort of in any vertical, in any circumstance, 201 00:10:57,880 --> 00:11:00,599 Speaker 3: the depth of relationship is always going to year. I 202 00:11:00,640 --> 00:11:03,000 Speaker 3: would say, just a greater reward in general. 203 00:11:03,240 --> 00:11:04,080 Speaker 1: Sometimes less it's. 204 00:11:04,000 --> 00:11:07,120 Speaker 2: More, less is more. A lot of times. 205 00:11:06,880 --> 00:11:33,640 Speaker 1: This is This is a prime example of it. Erners, 206 00:11:33,679 --> 00:11:35,800 Speaker 1: what's up. You ever walk into a small business and 207 00:11:35,840 --> 00:11:39,000 Speaker 1: everything just works like the checkout is fast, the re 208 00:11:39,080 --> 00:11:42,800 Speaker 1: seats are digital, tipping is a breeze, and you're out 209 00:11:42,840 --> 00:11:46,080 Speaker 1: the door before the line even builds. Odds are they're 210 00:11:46,240 --> 00:11:49,720 Speaker 1: using Square. We love supporting businesses that run on Square 211 00:11:49,760 --> 00:11:52,880 Speaker 1: because it just feels seamless. 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