How to brand your wedding business like Air BnB - Summer series pt 1

This is a training program I built where I took all of the trainings we had And the new ones we've got coming up and I put them in a success ladder. That ladder is built in three stages. So we have the build stage, the growth stage, and the advanced stage. And all of the trainings are then put into those different stages. So you know what you need to watch for your business. So for example, build is for you.

If you're quite near the beginning of your business and you're earning between five and 10, 000 pounds a year. Whereas if you're on a 25, 000 pounds plus, you might want to look at the advanced section. Now within each of those sections, we then divide the videos up into get visible, get connected, get booked, get organized and be calm and confident. So you can always find a relevant training for you. Now today I'm going to be sharing with you a training from November, 2022.

It's part of the build program. That's the lower level of the program. And it's from the get visible section. My guest expert, Danny talks to us all about branding and how to have a stand out brand. So I'm going to hand over to Danny. Enjoy today's episode. If you do want to be part of the Wedding Pro Members lounge, I'd love to welcome you. And in order to help you do that this August, you can get the first month of the Members lounge for just 10.

Go to the checkout and use the code SUMMER and it will automatically apply your discount. Hope to see you inside. Enjoy Danny's session. I'm Becca Pountney, wedding business marketing expert, speaker and blogger, and you're listening to the Wedding Pros Who Are Ready to Grow podcast. I'm here to share with you actionable tips, strategies, and real life examples to help you take your wedding business to the next level.

If you are an ambitious wedding business owner that wants to take your passion and use it to build a profitable, sustainable business, doing what you love, then you're in the right place. Let's get going with today's episode. Right, let's get straight on with it. I'm going to bring Danny in to join me. Good morning, Danny.

Very interested to hear what you've got to say i'm gonna hand straight over to you because I know that what you've got is going to be golden Everybody if you've got questions as we go through if you've got comments do join in Pop them in the comments. Danny can see everything and then hopefully if my plumber's not here I will be back to take the questions, towards the end If not, danny will take the questions for you and I will appear when I can so danny over to you

Your answers to those and also if you have any questions going through, I'll tell you what we're going to talk about. And and I think it's really pertinent actually to this week because it's only Wednesday and already this week I've had about a dozen conversations of people that are sitting, waiting for some news to come out this week.

I think tomorrow after, excuse me, I'm not very economically or politically educated, but I do know business and I do know branding and what if I what if I'm really important about this session this morning and all of you in your industry is that I think that we are about to go into a massive phase of opportunity where if we just position ourselves in the right way and communicate the right things, I think we will see out whatever dip or downturn that is going to happen over the next

year or whatever their predictions are. And the reason for that is because despite the economy humans at a fundamental level have changed over the last few years. They've changed the way that they communicate and buy things and do things. And we'll get into that in a little bit. And I'm really interested in your input and your engagement in that.

But really this is about finding a simple and effective way to sell to brides and grooms to be in your industry, because you know, It's, in my experience, it's a fact that people will buy inferior products and services from your competitors.

If they communicate it more clearly but it's about giving the right message and it's really hard when maybe there's a lot to offer or there's There's a lot that you have to give It's really hard to find the right thing to say or the the right product to sell or positioning it in the right way So i'm hoping that in this session you're going to learn a little bit about buying habits You know the the how the world of marketing is is changing and i'll use airbnb as a as

an example of that You because they've done something in the last year and a half, about 18 months that's massively changed their business as a case study. So it'd be really good to dig into that as well as a few other brands. And just and I'll share with you some examples, I think of really good ways to market products and services for the wedding industry for brides and grooms to be based on these changes of our buying behavior and those kinds of things. So this will be quite high level.

It will be quite kind of Quite high level in terms of like nitty gritty won't be there, but you'll get some really good concepts, I hope, and, and start to understand what changes have been happening over the last few years in the way that we buy.

And I'm hoping by the end of it that you'll be inspired enough to go away and, and create ideas and, you know, maybe even talk to each other and collaborate where you can and create new things and and really try to find the opportunity where it's, for a little bit of context, I work in two polar opposite sectors. So one side is working with small businesses to help them position themselves and brand themselves in a way that is conducive to whatever market they're in.

So it doesn't matter what industry they're in. And that includes local governments and councils and charities and those kinds of people on the complete opposite end of the spectrum. I work with high growth startups. So ideation creating products, validating it in the market and then getting funding.

And it's really bizarre how my weeks is sometimes formed because one day I'll hear You know, negative worried noises from small businesses about the future and what's going to happen and sometimes things we can't control And on the other side, there's startups that are being given millions of pounds by investors for ideas That have no revenue and no customers So I sit between these two worlds and it's really fascinating to see how One is affected and the

other is affected by things like media news and, and those kinds of things. So but I'm staying away from that today but just to give you a bit of a context, but hopefully these high level concepts will get you inspired and start thinking about what you can do to attract more people and get more people buying from you over your competitors or, or even collaborating with them. So we've had a few more people join. So thank you. Thank you, Linda, Amy. Welcome DC Dan and Francesca.

Thank you for coming. I can see a few Facebook users. So remember to click the link just above my head and give some Oh, good. I can promise it. Good. So make sure you click that link and just give permission and I'll be able to see your name and, and who I'm interacting with. Okay. Let's get into it.

So. If you think back over the last couple of years, you know, maybe 2019, let's say, if you think about the things that you buy and and the way you buy them and I want you to think about if that has changed a lot, you know, think about, think about the way you buy things or products you've bought recently that you may not have bought a few years ago. And some of you may be scratching your head because it's not something that we're, we're conscious of a lot of the time.

However I was very conscious about some of the changes in my purchasing decisions. Pre pandemic so as soon as the pandemic started, for for some reason I was Shifted into I think I don't know what to call it apart from like survival mode where I wanted to do the thing that bought in money for for the for the family to pay the bills and stuff so I was really focused on the business and almost to the extreme, to the point where I didn't want to do anything else.

I got really frustrated if I had to do, you know, general chores or shopping or, you know, buying things from the shop. Like, cause it would take 20 minutes out of my day when I didn't, I wanted to spend that 20 minutes making sure that I'm doing the right things in the business. And a lot of my buying habits changed and I seen a bit of a trend. towards subscriptions. So a lot of what I use on a, on a daily basis is on subscription now, including my car.

So I pay one monthly amount for cleaning products, for pet food for some supplies in the house. Shopping is generally delivered or we use meal boxes and those kinds of things. And even the car now, I use a service called Ontu, which is a subscription car service. So I got rid of our old car, and I now have a car and a monthly rolling contract, and I can get rid of it at any time. And that's really nice, electric as well, so it's good for the economy and all that kind of stuff.

But from a buying behavior perspective, I realized that I could be a lot more useful, a lot more productive if I just made these simple changes in my life. So I saw a bit of a trend in subscription. So I'd be really intrigued to find out if any of you can pinpoint or pick out anything that you're buying now that you didn't buy before or any habit changes that you found through buying, you know, as long as a lot of it shifted online do you do a lot of it by subscription?

Do you have a particular service for a particular thing? So I know I went to a company called small, For all of my cleaning products, dishwasher tablets, washing tablets, and you know, it's good for the environment and stuff. And they just come in the post like every, I think three weeks I've set it to you know, so they're on a constant drip and it's just made my life so much easier. And I think that the pandemic kind of pushed me into that that pigeon hole to, to do those things.

So you might've noticed that you've made some habit changes. Doesn't have to be the same thing. But it doesn't make you think how you could adapt these kind of business models for what you do. I've seen a lot of people change their business models in photography, for example, or consulting services or design services and those things. Shifting to photography. more of a fixed package, fixed price kind of model. I've recently done it myself.

I've seen other people do it with as I say, photography and those things as a, as an additional income stream sometimes rather than their only income stream. So it's a really great time to kind of diversify and to test different markets in those things. So I'd love to know a dental treatment, John. That's a great one. Dental treatment. I know it was really hard to get dental treatment during the pandemic.

And you know, you're even making me think now, I wonder if there is a payment plan for dental treatment, you know, for regular stuff, because most people just do it by appointment. I know my dentist is on about a two month waiting list. So so it's really difficult, but I wonder if, you know, a subscription or something like that can make it more predictable in that sense. So there's one thing. It's kind of what you buy and how you buy it.

You know, the things that you buy and you know, either buying online or going to subscription and things like that. So and but most importantly probably is why you buy. So, give me a thumbs up or a yes in the comments if this resonates with you. Have you, over the last two years, changed why you buy things? And what I mean by that is, are you more conscious of your purchasing habits and where the things you buy come from? Are you much more conscious about sustainability and those things?

Give me a thumbs up or a yes in the comments because I'd love to get a feel for where, where you, where you are sitting on this. I know for for, you know, the data out there even suggests that people are asking more questions. You know, actually my wife told me this morning, so my wife's a florist. And she she did, like, a village Christmas market last week. And we're only living in a small village, and it's a good thing to the community.

And she did, she's starting to do wreath workshops as we get close to to Christmas. And so she went to showcase them at the, at the village at the village Christmas market for people to pre order them and that kind of thing. And one lady out of everything that was shown to her on the table and what was there that one lady pinpointed something that I think she she must have thought can't be eco friendly or sustainable or locally sourced or whatever because that's what my wife focuses on.

So she asked if the oranges were grown by my wife and dried for the, for the wreaths. Now, I don't think she was being snotty with her. I think she was genuinely interested in you know, when you say these are 100 percent sourced locally from local farms and, you know, British and all those things. Does that include the more difficult elements?

So I think she was testing and I think she was Genuinely interested in where where they come from and I think a lot of us are are moving that way if we haven't already I know there's a lot of thumbs up and yeses and absolutelys in the In the comments dave, not so much Not really, but you know, there's there's a trend, at the moment that people are Thinking more about where they're buying things from.

You Another quick statistic or a bit of data for you through the pandemic was about six months after the pandemic started. So I think it was like July, August 2020. There was a huge trend on marketplaces like Facebook marketplace, Vinted. And places like this where there was a huge surge of designer stuff going up, going for sale. But a decline in people buying new designer things.

And there was a suggestion that actually people were caring less about buying the things that were less significant to them anymore and buying more things that they knew where it came from or that had a significant impact on their life. So there's a big surge of, of secondhand. designer clothes and handbags and stuff that went on sale they're probably still hanging around. And I think someone could probably make a business out of it now secondhand stuff.

But yeah, there's definitely a surge of a lot of people being concerned mostly about where things come from. So I think it's important that we bear that in mind when we're trying to understand Our customers and what they're wanting from us and how we, how we go about our businesses. It doesn't even have to be the product, but how we go about business is really important as well. So let me have a quick look at comments. So yeah, I love that who gives a crap toilet roll.

It's a great idea and grind coffee. Yeah, that's great. More concerned about sustainability Becca, also about spending money on memories. Yeah, so there was a huge, when COVID ended the travel industry went wild because people were really interested in experiences. I've got a friend who does a travel agent, but specifically for Africa experiences, and she went wild because there were just, it was, it was people looking for these, memories.

memories or experiences they could have rather than just going on holiday for the fun of it, I guess.

And there was a bit of that, of course, because we all need a bit of R& R every now and again, but what I'm getting at in this part of what I'm telling you is it's You need to start thinking about how the world has changed and how people buy things from so from consumption or over consumption a lot of the time, you know, buying things for the fun of it, buying a lot of things for where it's not needed creating a lot of waste.

We're moving away from that consumption mindset into a. Participation mindset. So a lot of people are no longer looking to just buy a product. They're looking to become part of a community or a tribe or a set of people that do certain things. And I'll tell you a bit of a funny story about when I got my electric car. So and this will explain it quite well. So I got rid of my old car. I've got an electric car. It's on subscription.

And the first thing I did was like, I need to figure out this charging thing. So I went to my local Tesco's and in their car park, they have four charging bays for electric cars. And I pulled up to one of the charging bays. I took out the charger. I plugged it in. I downloaded the app. And as I downloaded the app an electric Jaguar backed up on the other side of the charging station.

The guy got out and he plugged his car in, and we both stood at the car to kind of activate it on our app or whatever. And as I looked, he was looking at me, and he kind of nodded. And I took that as like an acceptance into the electric vehicle community. And I know it's a bit of a funny example, but Actually, it shows that there is a, there is a sense that what we buy has much more of an identity attached to it than it did maybe two or three years ago.

And I don't know if anyone's ever experienced something like this, but yes, the EV charging community is hilarious, Becca. It's, it's almost ridiculous. The conversations that I run a local event called people planet point and it's a sustainability in business kind of social event, if you like, and yeah, the conversations I have, even in that group are quite brilliant.

But yeah, but it's a great example of moving away from consumption, you know, even when it comes down to fuel consumption or emissions or waste or carbon or, you know. Climate change, whatever it might be into a identity of we're we're doing something bigger You know that yes, it might just be a car, but there's a there's a bigger thing attached to it So I think we need to take notice of that.

So let's talk about Practicalities so how this is shown to us in maybe bigger companies now one thing to say before I go into this is I've always been a big fan of smaller businesses.

I've always worked even when I was employed 15 or so years ago I always worked in smaller companies family run businesses usually less than about 15 to 20 employees, so really small and And I really enjoyed that so I I don't really have a lot of experience in like corporate world Apart from maybe one or two projects I did And the reason I'm telling you this is because if we do, if I do look at large companies, corporates, and you know, these global organizations,

the one thing that I do really like about them is that we can almost follow in their footsteps or read between the lines about what they're doing. If they take, if a big company like Procter and Gamble or Unilever take a, make a big change in their marketing, it's usually because they've got a load of data, like tons and tons of data that is telling them they need to change. So I want to give you a couple of examples of how they've done this.

You may have seen it, you may have completely missed it, and hopefully me bringing this to light and, and into, into the world. And into this conversation, you'll notice it a little bit more and then adapt it for your own business. So the first example of this is Colgate. Now Colgate's adverts on telly have always been about bright smiles and big teeth and, you know showing your teeth and yet there is a friendliness and hygiene element to it all.

But for the most part, to advertise or market their products the way that they would do it is through features and benefits and the, the kind of, the smaller Elements of what toothpaste can do for you or toothbrushes can do for you. Until pandemic hit funnily enough. And six months into the pandemic, they must have had tons of data to tell them that behaviors were changing and the things people buy were changing.

And and if it wasn't the things that were changing, it was certainly the reason that they buy things were changing, most importantly, and their adverts completely changed. And they created a set of adverts. I think it was four or five. different videos that they called smile stories. And they didn't talk about toothpaste or toothbrushes. There was no products in the adverts. There was no, you know, brushing teeth, bright white smiles, looking in the mirror. There was none of it.

smile story about real people in real situations that were fighting adversity that changed the way that they thought about their situation through a smile, like the power of what a smile could do. So if you always hate toothpaste adverts, I don't know why you would hate toothpaste adverts, but But yeah, they're definitely sometimes annoying with the way they're represented.

But if you, if you just once you finish this video, I'll maybe put some links underneath with the videos from Colgate and a few others. But the, the, the vast difference in the way that they market their products is so different. You, you would hardly recognize. So so Colgate smart stories is a great example of how people are changing how they market to people. And the Airbnb case study I'll talk about in a minute as is another really good case for that with a bit more data and statistics.

So that's the way Colgate have changed now, Airbnb, their old model of advertising and marketing trying to get their brand out there was like a lot of people do buying customers. And what that means is, you throw money at advertising and marketing, whether it's like Facebook ads, Google position to put you at the top of Google it could be online magazine adverts, so the kind of banners that you programmatic stuff. They will do it through that.

And the reason that I call that buying customers is because you can see the direct correlation between I've spent 1, 000, I've got two and a half grand back, or you can see that 3, 000 people have clicked this ad and 27 have bought something for 300 or whatever it might be.

You can see a direct correlation between The information that you get from buying customers through advertising, it gives you that direct return on investment, which is why it's really hard to quantify that against branding, which I'll come on to in a minute. So marketing and advertising is very much has to change with the way that we've changed why we buy things.

So instead of ads and buying covers like Airbnb used to do where they were, you know, just throw millions and millions at Facebook advertising, for example, to get people onto the platform and booking they noticed a shift as well through data and they cut 50 percent of their marketing budget. Intentionally, so they had started to see a trend between buying customer kind of advertising and brand kind of advertising. And when they saw it, they changed their ads.

So they completely, and I mean completely, scrapped buying customers. No more Google ads, no more Facebook ads. I think they've started a little bit of it now, but the context of the advert is different. But they completely stopped it. They'd slashed their marketing budget by 50 percent and they started to market brand. So what is brand? So I know a lot of you will maybe have an idea of what branding means. You may have I tell you what, stick it in the comments. What does branding mean to you?

If you could define it in some way, what is branding? And I'll comment on that in just a second. But the way that we advertise has changed from this kind of very data driven, ROI driven buying customers to brand marketing, which is more about the underlying why people buy and just amplifying that to the world. So John image brand accompanies personality. Yeah, that's that makes sense. Recognition is great mark. So if it's a color, a font or an image, it's how we recognize a brand visually.

Yeah, that's great. What people perceive you to be. So that could be again, like a personality or reputation, for example, a lot of people refer to it as you know, Jeff Bezos from Amazon is often quoted saying that Your brand is what people say about you when you're not in the room, which is valid. I break brands down into four areas and only one of them is visual. So branding is about strategy.

It's about your vision, what you want your company to become, the change that it wants to make in the world, and how you're going to make that change, how you're going to do it. Like a uniform, something that is instantly recognizable. That's great. Yeah. Recognition is definitely important that that recall of a visual brand is really important. So strategy number one messaging number two.

So, you know, when I say that people will buy inferior products from your competitors, if they communicate clearer than you, it's true. We have to understand that. Be able to formulate a message that is clear and communicates the value of what you do. So messaging is a really important part. That's number two. Number three is behaviors. How much do you understand about the journey that your customers go on to buy from you? How much do you understand about that?

And how much do you understand about the emotions linked to each stage of that? One of the most important parts of branding is understanding that journey and how people feel at different parts of the journey. So you can make sure you're there when you're needed most. And I think that's, behaviors is probably one of the areas of branding that I think most people miss, or they spend zero time on, and I think it's probably the most important thing. So that's number three.

So we've got strategy, messaging, and behaviors. And finally, identity. And these are like, like what you said. So so Mark, font, color, image John image. That's that's what I'm talking about here. The visual things, the logos, the fonts, the colors, that's your visual identity. But you know, you can't really get there unless you understand behaviors and messaging and what the strategy of the business is.

So it's a, it encompasses a lot of it, but essentially it is the foundation of everything you do. And if we could split up say sales, marketing and brand Transitional, you know, it's, that's when the sale happened. But marketing is almost the connection, the way that people get to know you and and, and get to you, whether it's to the website, whether it's to a store or an event, whatever it is And then branding is the why people buy from you.

It's the real foundational stuff about how people make decisions to buy from you. And I think what Airbnb realized is that they needed to stop the transactional stuff in order to build marketing around branding that helped people become part of the story. So obviously I was here last time. Story is a massive part of branding story. Storytelling is really simply A way to invite people into a story that they want to be part of. And that's a really good distinction between just telling a story.

A lot of people, when they think about brand storytelling, they think about telling their own brand story. When really we're looking at, at allowing other, it to become other people's story. So what we're looking at doing is inviting people into the story so we can help them to a successful outcome and avoid some kind of failure. And that's really an important distinction to make.

And. What I think Airbnb have done really well, and and it's proven to be, I think they're up 200 and something percent in terms of revenue from doing this by cutting 50 percent of their marketing budget, is by starting to tell stories of experiences on their platform. So rather than rather than marketing a specific venue or specific city or town or cottage or treehouse or whatever it might be, that has a, has a nice ooh moment.

You know, we see it on Facebook or online and we go, Ooh, that's a nice place, but it has no emotional connection. And what they've started to do is they've started to tell stories or invite people into their stories. So instead of now just showing you a potential place you could stay, they're telling stories about families meeting up in cabins at Christmas.

They're talking about they're talking about, you know, when people have children and they get their first night away in six months or whatever.

They're telling stories about even like business events like retreats and hiring a place for a retreat and how Impactful that is on growing your business if you have that time out to work on the business They're telling stories and this is what I mean by brand marketing they're finding a link Between the emotional connection that we have with brand and giving us a logical reason to buy So usually have all the logical reasons, the prices, the positions, the dates, whatever it

might be the emotional connection that we have that this emotional decision we make to buy is created through telling stories and inviting you into that circumstance or that story. So that's, that's probably the, if I was going to say one thing you take away from today is just to understand that. The reason that we buy things have changed. So the marketing that we put out there to attract customers and get them to buy from us has to change with it.

And the way that we change that is through more emotion and getting people involved in the story we're trying to tell. Okay, I feel like I've been talking for a long time, and I think we'll probably just go for another five minutes to kind of speed it up. If anyone's got any questions, put them in the comments, I'll answer some questions at the end. What I would encourage you to do, because we are industry specific here, get really selfish. I'm really specific. You know what? I run this company.

What can I do? For example, and we'll try and come up with some examples in this talk. So get really selfish. Ask questions specific about your business. Tell me what you do specifically and what you're trying to achieve or the question that you have. Okay, so. That's Airbnb. They went from an old model of buying customers to a new model of building brand and telling stories. It's the long game over the short game.

And a lot of, a lot of the pushback I think I get from a branding perspective is people People ask about the ROI because they've seen the return on investment for a paid ad, you know, so they have this, this attachment to how much will I get for the amount I pay? And brand is more about the long game. So it's really important to understand that when you tell stories, you're inviting people into this story to create an emotional connection.

And it doesn't mean that they're going to buy right at that moment in time. You will get more custom from it in the future because the recall will be much easier because they've listened, they've digested, and then they recalled your brand because it had emotional effect on them. And that's just something you'll have to trust me on. So I often get the question, what's the ROI of branding? And my answer is kind of the same as parenting.

So there's, there's no mother or father in the world that has ever said you know, I want to see, when we have this child, I want to see my return on this, you know? We just don't, isn't it? So what we do is we do the right thing. We do what we think is best for our children. And we just hope to God when they get to teenagers, they're not shitbags. That's basically it right and then we try and fix this stuff when we get older.

Okay, so So if you're thinking about what return you're going to get from producing content around stories then Unfortunately, you're not going to see I spent a pound on this and got three pounds. But you are going to see a massive Who wants to fight with you as being the people that they want to buy from. So that's really important. So long game of a short game.

One other thing to mention on this is John Lewis ads and all these emotional ads that we've seen over the last couple of years, you wait for Christmas ads to come out. I guarantee you they won't have the same emotional effect as they did a few years ago because we're almost desensitized to it now So we've seen so whether you've seen them or not They've been around and things like the colgate ad at b& b mile and their ads and those kinds of things Have slightly desensitized us.

So the ads this year I get the feeling All you'll see over Facebook is, yeah, not as good as last year or the year before and those kinds of things. So bear that in mind and, and you, you'll be recording me for that statement, I imagine when Christmas comes around. So a final couple of things just to touch on is just some simple effective examples of how you can sell more to brides or grooms to be in your industry. And some, some examples of how you might be able to do that.

So one of the trends that I'm seeing is, extreme personalization. Did I say that right? Extreme personalization. There you go. A great example of this is a company called Songfinch and you can speak to a musician or songwriter at Songfinch about how you met your other half.

how you've grown together, when you got married, what you think about them, they'll interview you and then they'll write a song specifically for your circumstances, professionally recorded, on Spotify, sent to you in a file, all those things, and you get to show your loved ones a song that is specific to them, has their names in it.

Specific situation and all these you might have seen Instagram posts about this kind of stuff, but that's an amazing Trends that I'm seeing this kind of extreme personalization where people are going out of their way spending a lot of money It's not cheap to have these things personalized and what an amazing thing for a wedding.

So that's one example But for you, everyone in this room, everyone watching this video, even everyone on the replay, if you see this later what you're looking to do is create stories that your clients can see themselves in. And some examples of that might be for marketing purposes, talk about how, Your clients got together, you know, don't just talk about that.

You photograph their wedding for example, but talk about how they got together and the story behind it and those things It's really weird. It's such a subtle logical thing to change but it will have a huge difference on how people see you as a company and as a brand. So whether you're a photographer or a wedding planner or whatever it might be, share those deeper meaningful stories that they share with you as part of the process. And you'll see a real, a real change.

You'll see a real growth in, in people engaging with you and talking about you. And remember, it's not just about the people that see it, it's about the people that see it, comment, share it, and other people see that. Especially on social media, so just a bit late. And don't, one of the, one of the best ways to market any business, that you can do it in, in, in your business, is not only promoting all the good stuff, but fighting back against other things that you don't believe in.

So, if, for example, You think married at first sight is the worst concept ever, right? Some of you might love it, by the way. I, I, you know, I watch it. I don't know if I love it or hate it. I think I love to hate it, maybe. But if you think that married at first sight or love is blind or those kinds of TV shows are the worst concepts and you have, you know, You know, some, some thoughts about it and opinion about it.

Share why you hate them because you will attract the people that are like you and that want to work with you because you have these opinions about this kind of stuff. So don't be afraid to fight back against evil as well as, you know, talking about all the good stuff as well. I