Thinking in Frameworks

0:00Here's something I'm thinking about a lot. I'm thinking about frameworks. Why? Not thinking about them in the way that I like using them, but in how I can create my own frameworks as a way to create branding. So I have created a few frameworks or a few, I've brand it frameworks in my life and in my business that have done very well for me. One of those, the biggest one is very simple and it's something I did a long time ago, like a long, long time ago, probably close to 18 years ago. And that was the three C's of pull care. I don't know why I did this or I wasn't, I don't think I,

1:03like I literally forget why I did it. But we have structured an entire business around this teaching framework to our customers. Our books are structured in this way. We have coined this term. No one else uses this. It's something I made up. And it's not even that revolutionary. It's just easy to remember. Like the three C's of pull care. That's kind of, to be honest, the kind of lame. But it works. By the way, those three C's are circulation, cleaning and chemistry. Literally the only three pieces you need to maintain a healthy pull, to maintain a clear pull. In fact, I wrote an entire rap song with the three C's in it.

2:04This is something that I've branded it. This is part of the Swimming University brand. We mention it everywhere. And I've only done this. I can only, I actually thought back to, have I ever done this before? Outside of the three C's of pull care. And I have. I've done two other things. Less popular. But I tried. I tried to do it. The other one was passion mashing. Which was a phrase that I came up with. Because it's a practice that I do in my business, where I will take something that I am passionate in, or passionate about. And I will take something else that I'm doing. And I will just mix them together, or mash them together, to create something unique. For example, the one I just mentioned was making a pull care rap video.

3:08Now, it's technically not my passion, neither of them are. But it's just taking two things that I'm good at, and putting them together to create something completely unique. So, I create, I mean, not that creating rap videos about mundane topics as unique, but no one else has ever done a pull maintenance rap video ever. I am the only one, as far as I know. And the reason I did this was because, by the way, this was the first time I had ever done this. Because for a while, I sort of rode that train, because I just knew how to make rap music fairly decently, nothing that you would listen to on a daily basis. But I knew how to make a catchy song. And I still know how to write catchy tunes, I think. You know, they're not, they're not earth shattering. They're not going to win any Grammys or anything. But they're, you know, they're not bad. So I was like, oh, I don't want to make rap songs.

4:08I don't want to make silly rap songs. That's what I did as a kid in high school and stuff. I used to make silly rap songs, recorded them and everything. We wrote the beats, wrote the lyrics, recorded everything, something I did. And I was like, and I have this pool care business. Well, let me just mash those two things together and see what happens. And then there you go. I made the pool care rap video, which did very well. So I called it passion mashing, as a way to come up with unique ideas. And the other one I came up with was the moonshot method, which was an SEO thing that it still works. It's, it was sort of like, who was it? Oh, God. His name, oh, God. His name is Brian Dean. He had, he ran, he ran back linko. I believe Semrush bought that. But he had a thing called the skyscraper technique. The skyscraper technique was, and so this is another framework that he invented.

5:13And everyone sort of, well, look, I knew that he invented this technique. And the idea was simple. It was just, just take whoever's on top, right? Take the number one ranking thing and then just do it better. It's like, okay. The moonshot technique was the whole, the phrase is like, shoot from the moon and land in the stars. And the idea was to shoot for, like create an article, shooting for the biggest, harriest keyword that would be almost impossible to rank for, in certain cases. And in the process of trying your hardest to write the best piece of content for the hardest keyword, you will end up ranking for a bunch of smaller keywords in the process. This is what the landing in the stars part. And I, that technique served me well for many years. And truthfully, it's still working. It's just, it's not as effective as it used to be.

6:16And I'm thinking a lot about this because I want to utilize this more. I see other people using these frameworks and branding them. And the reason that they're doing it is because it's easy to remember. It's a good teaching method. So I know that like, for example, I saw, I mean, I don't, I don't need to use it. And I don't know what it is. But I know Alex Hermosi has like the closer framework, which is a sales framework. And, but, but people associate him with that framework because it's branded. So it's a branded teaching method. And I thought to myself, what if I could repackage a lot of what I already teach into these frameworks? I feel like I'd be pretty good at it because I'm pretty good at like coming up with

7:17alliterations and coming up with rhyme schemes and coming up with acronyms. You know, it's not, it's not, it's not earth shattering stuff here. But I feel like I'd be uniquely good at that. And where, and the thought is, it's like how or where could I use it? So for one, to be truthful, my three C's of tool care, I have never done an article about it. Like there's no article on our website titled the three C's of tool care. There's not even a YouTube video. There's not a short form video. It doesn't exist. It's just baked into everything. And I was just thinking to myself, because I'm about to work on, I'm taking, I'm temporarily taking over short form article or short form script writing, while we, while Stefan proves the course scripts. And I was like, how have I never done this before?

8:19How have I never done a, you know, if there's a, if, all right, let me just, I'm just going to try to come up with one on top of my head. So we recently had a viral hit in our little world, which is not very much, but we were like the fastest way to drain a hot tub. And there are, there are three ways to do it. You have, there's three ways of drain a hot tub. You have the drain valve attached to the hot tub. You can use a some pump or you can use a combination of the two, right? So, how would I brand that? I would call it, I'm just, I'm literally coming up with a soft top of my head. A iteration, I would call it the double drain technique. What's the double drain, what's the double drain technique? The double drain technique is using both a some pump and a drain valve at the same time.

9:20Simple, it's already, it already exists. But I just branded it. I just coined the term. And then I can create a short form video that's like, this is my term, the double drain. Okay. It sounds silly, maybe, maybe I'm saying this and it sounds silly. Or maybe there's something to it. I don't know. Here's another one. This is not mine. But in the, in the pool care space, there's two other methods besides the three C's. The three C's are, it's, it's okay because it's simple. It's simple. It's only three things. And they're all, they all have the same, start with the same letter. So you can probably figure it out. If you ever heard it once, you could probably figure it out. But there's another one called the slam technique. And this was coined by a forum called trouble, trouble free pool.

10:22And to, to be honest with you, I actually don't know what the acronym stands for. Because each letter is different. And I don't know, like, I know the, I think the first word is shock. I think I could be wrong about that. I'm probably wrong about that. And I think it has something to do with, like, I think it's instead of the word shock, they use the word slam. So they're trying to rebrand something that already exists. And in that case, I kind of feel like that's hard to do. Because something already exists. So trying to rebrand it when everyone else is saying this other thing is like, okay, well, so you just made it your own thing. But you really didn't follow the common word convention that everyone's familiar with. And so what you end up doing is just making things confusing. Now, before that, they had something that was really powerful.

11:26And it was called the BBB method. And that was basically like the three seas of pool care, but much more specific. It was bleach, baking soda, and borate. And so the idea was, those are the only three chemicals you need to take care of a pool. And technically they're right. And look, what's weird about that is like it was so good, it was so effective. Because everyone, look, it's been years since I've heard that. And I remember all three because they're easy. It's BBB and B, right? I know they all start with B. So I can reverse engineer it if I need it to. Same with the three seas. Slam is much harder. Double drain is easy because it's just two things. And you're talking, you're adding the term in there. Like moonshot, that might be harder. But if you remember the phrase and you can kind of get, you can kind of work backwards from it. Sky scraper, that's a tough one.

12:27Because what does that actually mean? It's just a name. So I do think that naming these frameworks, there's a skill to it. So here's my thinking. With the BBB as an example, that was perfect. I've never done content on the BBB. I believe that they have moved past it. I think they've replaced Slam. Or they've replaced the BBB with Slam, which I think is a mistake. Because BBB was better. But I think with Slam, or I don't even know if they've replaced it, but I haven't heard BBB come up in a very long time. So I'm thinking to myself, can I do this everywhere? Can I do this for everything? So for example, I just talked about the double drain technique.

13:28There's another one. It's not mine. I didn't come up with it. And I don't know who came up with it. But it's awesome. It's called the shock and flock method. It's in pull care. It is a, it's perfect because it rhymes. And it says exactly what you're supposed to do. You first you shock, then you flock. It's great. Now, I tried coming up with another one about how you skim a pull. And it was called the cast and reel method. So the idea with that was you're casting out the skimmer, your leaf net, you're casting it out, and then you're pulling it towards you instead of skimming, say, vertically or whatever. So I think that's pretty good. Someone else came up with another one. I think they called it like the toss and scoop method or something like that. But I kind of feel like again, mine's a little better because you can picture it.

14:29Without knowing anything about pull care, you know what, you know how fishing works, right? You cast something and then you reel it in. And so I feel like I would be good at this. I'm saying that a lot, but I mean it. What if I just always did that? Anything I come up with, I just figure out a way to turn it into a framework or to turn it into some branded phrase that's easy to remember and it locks it into our brand. Like, oh, Sunmy University has this, you know, not that we came up with shock and flock, but hey, I heard about shock and flock through Sunmy University. Oh, we, you know, yeah, we follow the three C's. Every time I drain my hot tub, I do the double drain method. I learned it from Sunmy University. You know, oh, when I skim my pool, I do the cast and reel method. You know, if I think about water chemistry stuff,

15:30it's like, what are the other things that I can come up with? Where maybe there's a ratio, right? Because that was something that my buddy Doug Cunnington came up with. He had the keyword golden ratio. And that, he brand it away to do keyword research. And it worked beautifully for him. So much so that people were stealing it as their own idea. And I think that's just an SEO thing. We don't really have that many people in the pool and hot tub space to be stealing ideas from each other. And I would love to give credit. So the reason I've never done BBB or slam is because that's someone else's. Shock and flock, we don't know where that came from. So, yeah, I think there's something to this. And also, I wasn't just thinking in the pool care space. But now that I'm starting to do this, you know, starting to do this podcast,

16:32starting the newsletter backup. And I'm trying to create ways and I'm trying to share things with how we think about business in the background. So like within our company, and as I create these SOPs, even I create these little word associations, little like branded things, just so that I can communicate with my team. Oh, we're going to do it this way. We're going to use this template. So I usually will try to think if I have any. Like, for example, and this not really brand it at all. But if I'm talking about emails, I can reference templates. So I can say, oh, we're going to use the promo template. Or we're going to use the article template, or the video template, or the newsletter template. So I have these like internal things that I name,

17:34just so it's easier to communicate. But what if I just started creating my own frameworks, and sharing them on social, this podcast, my newsletter. I think that would work. Not only from a brand perspective, but it's also just, from a teaching perspective, it's just easier to remember shit. You know, it's like, if I can think of a way to, like if I come up with a way to write, I don't know, I guess it's sort of like what they did with copywriting, right? You had like the PSA, which is problem solution, or problem solution answer? Is that right now? Agitate? Something with agitated net. Then you have, sorry, so I don't remember that one. Then you have A-I-D-A, which is famous.

18:34That's attention, interest, desire, action. That one I remember. And that's just a framework for writing sales letters. And there's a ton more. I can't even think of them. Like, everyone calls it a CTA, which stands, I mean, marketing is full of acronyms. But instead of acronyms, what if they were methods? Or what if they were, yeah, simply frameworks? And I see Alex from Ozzy doing this all the time, but I have a hard time remembering any of them. I think just because he might do it once, and then he doesn't repeat it as often as I need to hear it. So, yeah, I think the closer one I hear a lot, but I couldn't recite it, and the reason I can't recite it is because I don't need to do sales that way, and so I just don't need to memorize that. But if I were in sales, I would absolutely memorize that.

19:37Rememberize. Anyway, that's just what I'm thinking about. I'm going to experiment with it, in fact, I'm going to go right down that double drain idea because I want to see, because we've already done that video. But we haven't done it with that packaging. So I'm wondering if that packaging would work well. I think it would. So if you have any ideas for frameworks or have heard of any that you really like, shoot me an email. I want to collect these and start training myself to think in frameworks and branded methods. Shoot me an email at jibanesi.com. That's my new email address, and I will talk to you next time.