10 Mins of Business & Marketing Strategy

you might run a thousand dollars against it and get no sales and you'll be like [ __ ] Gary but meanwhile what I know is that you did get sales you can't attribute it to it so now people feel fond towards you three weeks later they decide to buy it they just go to the website because they know who you are but you can't point to the ad and you're like the ad didn't work Gary thanks for having us you've been a huge inspiration to how we built the uh We've listened to a tinier 4D so it's an honor to be here humbled um I'd love to give you just a bit of a plans you can have more contacts but we launched last year I think the first year was us really figuring out do we have product Market fit to resonate we've hit that we're at Mid six figure business right now we're profitable we're reinvesting every dollar in so we're barely profitable for customer acquisition no we have not done any paid marketing no people Word of Mouth yeah so that's kind of how we built the business and kids on the share model makes sense yeah we both heard uh one of your podcasts and next they decided we're doubling down on content so we're doing about three importances of context of her social platform we have a newsletter and her three or four per platform per week day per day so how many what total per day oh um 12 to love I love you yeah so pumped with you yeah and it's working oh it's been wonderful did everybody hear that yeah three times a week go ahead there we go my man progress we're doing a little bit of influencer marketing in the beginning and then we decided to double down our own content yes working way better yes so it's been fun um you know how like you know like I always tell people in this one they're always like Gary why is that I'm like you know how you love we all love children like children we universally all agree like we love this seven-year-old we love our children more yeah an influencer can only love your product so much compared to you yeah so newsletter a bachelor podcast we're probably YouTube and we're trying to decide all of that right now um you want to talk about that for half a sec because it's super important I think you'll do well yeah we started to record content uh we're trying to decide here we're in we're interviewing a lot of experts but we also want to do our own original content so we're we started recording but we haven't figured it out when you say your own original cup just you guys on the show yeah so I would do both in one show let me tell you how to figure it out back to and versus or think in segments I think the show should start with five to seven minutes of you guys think about oh Regis and Kelly like they like banter in the morning like yes guess close the show so I think the way you should do it is do six seven eight minutes of you guys 30 minutes with the guest six seven minutes of you guys to close out maybe that one has like a little segment or a little game or hot take or you do something with each other or like for name Association or whatever and then you're done and then you have the post-production for all of it segments and the way we're thinking about it so YouTube for sure and I have a personal just passion of mine that gives me energy I love that thank you and we had some health interviews and we saw it really works we would now want to Double Down on YouTube I guess for us like I don't know if I'm being too conservative with our marketing dollars we have not spent anything like what do you think how do you think we should probably can't get more conservative than zero marketing I mean doubling down on YouTube like that makes sense when you guys have tell me a good War story of a piece of organic content that went viral go but one on Instagram it was like over a million it was this like cocktail mocktail that we did you should take that video and run ads against that against Target audiences because the algorithm aka the human beings everyone's like Mark Zuckerberg China it's [ __ ] humans responding to [ __ ] these platforms are very simple they just want people to stay on it for as long as possible so they can run ads so they're not like zucks isn't pushing propaganda of like you loving VR they're just [ __ ] math and so for you that mocktail should be turned into an ad even if it's not like because we do a lot of education so even if it's not our specific product it's a healthy hormone-friendly correct it's giving people awareness to your brand it might not be sales oriented like you might run a thousand dollars against it and get no sales and you'll be like [ __ ] Gary but meanwhile what I know is that you did get sales you can't attribute it to it so now people feel fond towards you three weeks later they decide to buy it they just go to the website because they know who you are but you can't point to the ad and you're like the ad didn't work well the

ads definitely going to work because it already went viral people are interested I'm incredibly bullish on everybody here running ads after it succeeded on organic that's something that we haven't lived in for a long time because it's not how the platforms worked so we have it way better than we did the last 10 years we have to guess and run money or run micro money see if it worked and then poured fluid on it now the algorithm does a better indicator if it's going to work than even our micro ad Spence so like to me if you're going to test some stuff test it on the things that go viral on your 12 a day yes at some point the holy grail for DTC businesses is to find scalable math that works in CAC and LTV the problem is most of them aren't actually working profitably they're using VC money to subsidize their underwater cack and LTV and then there's eventually a funny game of chicken of can you sell it before your math Runs Out which is a [ __ ] challenging game and one that I don't like to play because it's like a fake business yeah see how the bee guy got going because he knows that's what he sees every day right they're on the other side trying to decide is this sustainable or is this a moment in time keep going yeah and I mean one thing that we're not doing right now we're doing three to four pieces of content but we're using that same content on different platforms and that's gotten us to where we are so are you changing the copy we are good so you'll take the same vid yeah so like that's a quick hack that can really help a lot of people here it's the same video but the copy is different because the audience is different on Tick Tock than it is on LinkedIn Twitter so something to think about just copy changes or just slight little edit changes yeah can matter yeah we've been doing a little bit for YouTube uh like the things that people search on shorts and what are you seeing um we're also Gathering we're talking to Joe maybe making content exclusively for YouTube look even I have a repurposing model with context but like there is no comparison when you can make for a platform because when I'm saying hey Tick Tock versus hey everyone there's a noticeable difference it just you know I'm running a ton of businesses so it's hard for me so I get it and but it's real but the copy for sure don't mail that in because it doesn't take a lot of time you know like there's certain things that you can mail in AKA like you just don't have a timer resource and energy but the a copy that's mundane like yes I know it's easier to control C and control V but like thinking like this person's on Instagram versus this person's on Tick Tock matters copy in the description and title if you have it on the content yeah if you're in the editing mode and you can change the title like titles that right the thumbnail and titles I mean I don't know if you saw the viral video of Mr Beast like he spent hundreds of thousands of dollars on the thumbnail now he's playing at the single highest level but I understand I'm spending millions of dollars on a team that is doing the same thing in theory yeah it's actually scary how much the title and the thumbnail Works which is why if you have a piece of content keep this in mind that you really like you just feel good about it and you posted and didn't go retitle it change the preview screen change the copy go again three months later six weeks later four weeks later well I feel like we have a product that I mean how much is it it's 45 so we have a one month bundle because you take it daily it's a daily thing to support your hormones so it's 55 for one month and then you can get three months it drops it down to 45 a month and there's no one year we don't have a one here why what I like about one year is people forget to unsubscribe and like things that nature and like you know like it's definitely worth debating you have longer tail you know to re-get somebody to get somebody to re-up at month four versus the amount of people that forget or are passive or neutral or apathetic to it for one year is a lot of money how big is your drop-off after three months average right now for our users is 4. 8 months up there with us yeah I literally think if you go to 12 months instead of three months that number would be 9. 7 months and if you're ever going to go yeah they're gonna be scared shitless about if you're gonna raise capital just too expensive to re-engage what are you doing with your lapsed users I got something really good for you I got a real good one for you ready yes I think that you should call on speakerphone every single person who's no longer subscribed and once was for three months I think you should videotape the interaction of you saying thank you not try to sell them to re-up but just to build a relationship around the content

content and when you have successful conversions you ask them if there will allow you to put out the video of this successful reconversion I think there's something there well first of all the reason you should do it is market research I'm adding content creation and reactivation of business and I think you're small enough still where you could just grind that yeah totally oh we are all about Radley yeah so calling literally calling and saying I just want you to I just we just want to thank you for ever being on our service and just hopefully it brought you some value and hope it sprung you into action theoretically whether you know we're obviously aware that you're no longer using us but I hope it's sprung you into a better you thank you the most in so I used to do this quite a bit for Wine Library the most fun part of the phone call is when you're done just doing love and good and there's this awkward three second pause because they're waiting for you to give them an offer to reactivate but you don't yeah try it even if you don't record it which is probably the biggest friction of everything I just told you I think the market research you'll get to why people unsubscribed like by the 19th call if they all said the berries were the problem you're like oh [ __ ] should we even have berries like it like it's real market research