Hey! What’s up y’all? Affiliate World Europe!
How we doing? Good? No? A little bit of energy? Hey!
Can I get some dance music? No? Not a dancing crowd? Alright. Well, I feel pretty happy to be here. I feel like that!
It’s the kind of energy I’m trying trying to bring. I feel like, come on, I feel like this dude right here,
who was, I think maybe shopping for his wife. Maybe found like a nice thing he thought
she was gonna like, grabbed it. Yeah, no? Not going? Alright.
Hey we’re gonna do some business stuff. Why don’t we get started. My name is Ezra Firestone.
I’m pretty happy to be here if you can’t tell. I really like doing events like this,
so thank you so much for coming out. One of the things that I think you should remember
when you’re at an event like this, is that what it’s about in life is relationships.
That you’re gonna get tons of good content, but the best thing that you can
get from this event is a connection to someone else. Every major leap in my business
came from someone I met at an event. So make a friend or two.
Everybody stand up for me. Come on get up.
Put your hands on your hips, and just rub elbows with
the person next to you. Alright you can sit back down now.
That’s what it’s about that’s why you’re here. That’s why you came to Affiliate World
to meet somebody, and from now on, no more touching, okay. You’re in your own personal bubble
and you got to keep your hands to yourself. Another thing to remember is that this is good to better. If you made it into this room, you’re in a good spot. Take your hand put it over your head.
Turn it away from you. Pat yourself on the back. Come on now. If you made it into this room
you’re in a really good spot. So it’s good to remember that
you’re already in a good place. My name is Ezra Firestone. I build brands online. I have a hundred people who work for me. So I build teams and our brands are doing pretty well. This is one of our brands here. Boom by Cindy Joseph. It’s a cosmetic line
that is geared towards women over 50. In the last 4.5 years, we’ve generated 86 —
oh damn, look at this. Wait for it. You ready? Bam! What you know? Anybody else had flames?
Have you seen? Let me ask. Have you seen flames? Come on. That’s pretty good.
We’ve done $86.4 million in the last couple of years. So I don’t tell you that to brag,
but in this industry the way that you show you know what
you’re talking about, is you show off like how much money you made.
So we are making lots of money and I know that’s like what you’re interested in, is how
you can grow your business, how you can generate more revenue, and I’m going to
share with you some ways to do that, but I’m also going to give you a bigger
picture frame that you can hold for what you’re doing in the world,
because my viewpoint is that the game is resource generation. We want to generate
resource and then use that resource towards causes that we find noble.
Taking care of our family. Taking care of our community. Serving the world. So I’m
gonna show you how we do that and hopefully, you can learn from it.
The big problem that I get the opportunity to relate with thousands of entrepreneurs
every year, and one of the big problems that everybody talks about is
how to scale ads profitably. That’s what everybody wants to talk about and
if you look at the lineup from this event, there’s a ton of content on how to do that. I’m gonna talk to you a little bit about
ads, but I think that there’s a bigger picture afoot if you want to be
successful and grow a brand to 8-figures, and so what I’m going to do is
I’m going to share with you some of the other problems that our community is
facing as people report to me when I talk to them, and I’m gonna give you my
playbook for how I scale brands as I mentioned. I have a hundred people working for me.
I’m just some guy off a couch in Brooklyn, who started in ecommerce 12, 13 years ago.
If I can do this, you can do this. I didn’t start with any money.
I started from the bottom now, we here. For real. So I’m gonna share with you
some of the ways that I look at business holistically, and hopefully,
rather than – there will be tactics and strategy, but rather than just tactics
and strategy, I want you to leave with an understanding of the larger frame of how
you need to view your business in order for it to grow. So some of the other problems that people are facing, money and funding. People who get to a couple million dollars a year,
tend to need money to fund their inventory, money to fund their ads, money for hiring. That’s a problem when you scale.
Hiring, sourcing, training. Not doing everything yourself. It’s a big problem that people face and
do not know how to overcome. I’ll talk to you a little bit about that Diversification. Most people in this room
have one source of income or one channel of traffic. Diversification across the board is an issue,
and growth plateaus. People get stuck. People get stuck
at $300,000. Hey! What’s up? $1 million, $5 million, $10 million, and $20 million those kind of like the plateaus you’ll see in business. And then most importantly, and I can recognise this from across the room at these events, everybody is f*cking
– pardon my language, stressed out. Everybody’s overworked, underworked out,
not eating properly, not sleeping properly, grinding, hustling, sacrificing,
and that is like the prevalent message in entrepreneurship right now, that you need to work 15 hours a day. That is terrible advice. It’s a marathon. It’s not a sprint. If you run yourself into the ground, you
are no good to your friends, family, loved ones. You’ve got to approach this with a
long-term view. Most people are looking two months out. Most people who have a
longer-term view are looking 12 months out. I’m trying to be doing this for —
we figured out how to use the internet to make money and generate resource,
which is kind of cool and I’m trying to do this for as long as I can. I’m
looking 10, 15, 20 years out, and I want you to do the same. So what’s the play?
I get to ask this question. Alright dude. Sounds pretty cool.
What do we actually do? Here’s what you need. You don’t know that you need this, but this is what you need. You need brand assets. You don’t need customers only. You don’t
need products only. You don’t need traffic sources only. You need brand
assets, email subscribers, pixel audiences, Facebook Messenger subscribers, text
message subscribers, customers. You need groups of people, who are paying
attention to you those are assets for your brand. The money that you invest in
advertising is generating a lot more than a customer, and by the way, I am talking about this
from the frame of you as a person, are going out and generating
visibility for your own offer, because I think that if the game is resource
generation, the best way to do that is to build value for yourself through selling
your own thing, whatever that is. Ebooks, services, physical products like I do, but
brand assets, you need a group of people, who are actively engaged with you over time.
So that when you run a sale or a launch they respond. What generates brand assets?
Content. That’s it. That’s what you need. Content that you use to engage
buyers, subscribers, prospects, and fans, so that when you have something to offer
them, they know who you are and they like you. Hey I just lost my confidence monitor.
If you could bring that back for me. The way it works up here, by the way,
for those of you never did this dance, you get the slide that’s on the screen,
and then you also get what’s coming next. It’s really helpful. If you lose that,
it makes it harder. I mean, it’s not impossible. It makes it a little harder. So how do you get that content?
What’s up dude? You want a fist bump? Yeah. Hey but we don’t explode the rock.
Don’t do it. Don’t explode. You could jellyfish. You can’t explode.
So how do you get that content? She’s trying to explode, but we don’t do that.
We stopped doing that like back in 2012, after like the Tropic Thunder movie.
We stopped. I’ve been saying this for years. It’s truer now than ever. The faceless brands are dying.
The purposeless brands are dying. The purposeless brands are only on Amazon.
You hear this a lot in terms of your entrepreneurial journey, but you
don’t hear this that much in terms of your brand. In terms of your business,
the first step is figuring out the why. What’s your mission? What’s your story?
What’s your purpose? What are you doing in the world
beyond selling something? Mission. Millenials, if you sell to them, they are
now the — if you look at, in America where I live, Millennials are now the biggest part of the population. It’s my generation. We have eclipsed the baby boomers. Baby boomers were the biggest,
there’s about 84 million of them. They’ve been slowly dying and so, there’s
less of them now right and millennials there’s more of them. Well millennials
care a lot about why. How things are made, why they’re made, where it comes from.
So if you don’t have a mission, something that you’re doing beyond trying to sell
people stuff, you’re not gonna make it to 8-figures if that’s your goal, which
for me, it’s like, I got a lot of people to take care of. I grew up on an intentional community. I got 60 hippies who need taking care of. So if I’m gonna make hundreds
of millions of dollars in revenue, which then leads to money that I can put in my pocket
and use towards stuff, I need to have all these things in place.
So what’s your mission? If you look at Everlane. Everlane is like,
I want to be them when I grow up. Anyone shop at Everlane? You need to shop at Everlane. All the dudes in here, if you want
to know about fashion, check out Everlane. They got the cuffs, you know how everyone’s cuffing.
Everlane’s got that if you want to cuff your pants. Maybe you don’t.
This guy does. So Everlane, what they’re doing is they’re bringing radical
transparency. They’re saying, hey, nobody tells you where this stuff’s made,
how much it costs to make it. We’re going to tell you where we make it, why we make it,
exactly how much each garment costs. At Smart Marketer, my mission is to serve the world unselfishly and profit, and I think that’s a description. I think if you are serving
the world unselfishly, you will profit. At Boom, we’re the first pro-aged
cosmetic line for women over 50. Everyone is saying anti-age, anti-wrinkle,
botox, tuck it in, tighten it up, dye your hair. Everyone is telling women that
their value is declining as they age, which is a bunch of bullshit.
Men don’t receive that conditioning. So we have a pro-aged cosmetic line that is about
celebrating you as you are now. Our mission is to offer a different
viewpoint to people who are experiencing aging and being told that that is wrong. What do you stand for? What do you believe?
Here’s what we believe at Boom. We believe that you’re perfect just the
way that you are. Whatever size you are, whatever shape you are, whatever texture
your skin is, whatever colour, and we believe that makeup is for fun.
You need a mission statement. Something that you believe as a brand, that you can
get your customers to repeat back to you. That’s the game. And what’s the tagline?
Tagline, and don’t worry, we’re gonna get into some really cool marketing stuff,
but you might think this is trivial. You would be mistaken. This is how you
get a content business to work, and I’m gonna explain that as we continue to go. For Boom, it’s about women, it’s about beauty, it’s about time. Smart Marketer,
serve the world unselfishly and profit. Everlane, know your factories, know your costs.
Always ask why. The tagline should explain the mission and the story in one sentence. If you can’t do that you do not
have a clear mission or story. You must have this, because this is what people are gonna tell their friends when they tell people
about your brand, you guys. You guys want to do a picture? Every major brand has a tagline.
There’s a reason, because it works. Okay, now you have the why.
Let’s talk about the how. I call it the engage and filter method. We go out to
buyers, subscribers, fans, prospects, people who don’t know about us,
people who do know about us. We put video content and article content in front of them that they’re going to be interested in, that relates to experiences that they are having.
What you are doing as a brand is communicating with groups of people, about
collective experiences that they are having, commenting on those experiences
through content, adding value to their life, getting them to subscribe
to you, and ultimately selling them something. With Smart Marketer, I talked to people
who have internet businesses about that experience. I offer content
about how to do that better and then I ultimately say, hey, I have apps, I have courses, I have software, and they buy from me. With boom it’s like, hey this experience you’re having of aging is interesting. Menopause, gray hair, skin changing,
let’s talk about it. Let’s talk about what we think about it. I don’t talk about this. I get women who are having this experience to talk about it. Put that in front of people. They consume it. They subscribe to me.
You know a subscription is just watching your video. You can follow up with people who
consume the video. You want to scale a brand, don’t try
to just sell people stuff. Engage them first. This is the game. The sales cycle is much longer in
today’s world. People are starting on their mobile phones. They’re on the toilet.
They’re on their lines at the bank. They’re watching a little bit here,
a little bit there, and then you follow up with them and over time, they decide to
buy from you on their laptop or desktop computer. They start on mobile. They move to desktop and laptop. If you want your ads to perform better, run your awareness traffic on mobile and run your retargeting and loyalty on desktop and tablet only. That is the customer buying journey,
you’ll cut your cost in half. You can’t scale it but if you’re on
a budget it works really well. So you engage them with video content. The people who watch 50% of them, of your of your content or read your articles,
you put through a sales cycle. You engage and you can sell them on Amazon too for an Amazon business owner. Engage and filter. This is the game. It’s pretty straightforward but it is the same model
that I have used to grow one, a business that is doing $20 million a year and several other businesses that are making $5 to $10 million a year. Content on Facebook, on YouTube, on Instagram.
Video related to the experience that the group of people that we are talking to is having, by the way, if you have a front end customer acquisition funnel. This is how you get repeat business,
you don’t just try to sell them more products, you put content in front of your buyers. This is the game. In business today, it’s not about the first sale, it’s about the second and the third.
That is how you scale. You don’t scale on sale number one. You break even on sale number one with how much ads cost. So if you want to scale.
You need the second and the third sale. It comes from content and engagement, and then following up with those people. Some Smart Marketer content, then you
create an audience on Facebook. An engagement audience.
A video engagement audience. You say, hey I want people who’ve watched at least 50% of my videos. You select your videos and then
you run ads to those people. This model works super duper well.
It’s called the engage and filter method. After people are engaged,
you filter them out and offer them products for sale. You would think this would raise your cost per acquisition. It doesn’t. It lowers it because the people who you’re trying to sell to are actively engaged with you, and they like you, and they like what you have to say.
I have a whole course about how to do this in-depth. How to create
that content that’s actually gonna relate with people. You can find it on my blog. There’s a free link to it. smartmarketer.com Now, real quick. I spend $5 or $6 million a year on ads for my own brands. This video ad formula for those of you that are like, yeah dude, that sounds cool but I’m like affiliate marketer.
I’m trying to make money. I don’t care about building a brand.
I just want to ball out on Instagram, with a gold watch and a Lambo.
I want to cuff my pants and slick my hair and all that. Right on, I’m not judging, do what feels good.
It’s kind of funny, but do whatever you want. This formula is our winning video ad
formula right now for top of funnel. I spent $2.5 million since January on one video ad
and that’s the beauty of ads. You need one good one.
Don’t need a bunch of them. Yeah, you want to have more over time,
but one good ad can take you very far. I call this the testimonial sandwich.
The love demo love formula. It starts with a face to camera customer testimonial of someone who looks like your customers. Someone who is a buyer, talking about their experience of why they like you and your product, and your brand, and your mission, and your
story, and then you demo the product and then you go into another customer testimonial.
This ad formula is working across the board. I have a mastermind group
that’s for ecommerce business owners, who are generating a million plus a year.
Tons of them are using this formula and it’s working super well. One of
the things that we find selling to women over 50 is that there’s a bit of reverse ageism happening,
where women who are 60 don’t want a woman who’s 45 telling them
about aging. They’re like nah, son get out of here. So what we did, was we now segment
based on age range. So if you’re 40 to 50 you’re gonna see
a woman who was in that age range, and this is when we realised, especially
in our demographic but I think in general, people like to hear from people
who look and sound like them, and I kind of was like, once I realised this, I went and looked at everybody I know who’s an influencer. All my buddies and friends and folks who are influencers, and when I looked at their audience, I looked at the metrics. Women, men, age range, and it’s like almost everyone, except for one, the predominant part of their audience
was the same age and gender that they were. It’s kind of interesting. So you can
use that in your ads. Know who you’re targeting and then have your models and
people who are in your ads look like them. Real quick. Let’s talk a little bit
about how we structure this ad. We open with social proof, grab your
customer testimonials, use them as your ad copy. You are not going to be able to write
better copy than your customers. Let them speak for you, then ownership benefit.
This is your ad copy. Don’t focus on trying to impress people or engage people,
focus on what is the benefit of owning the product, not the features.
What’s the benefit of engaging with you? Start with a customer testimonial,
then go into an ownership benefit statement, then an additional headline edited into the video.
Notice that our videos are square, so they take up more space on mobile.
78% more real estate on mobile. They get consumed way more. We edit in
our own headline. We have a square canvas, as I mentioned, we edit in our own big captions. This works better than using the Facebook captions, and then we have an ownership benefit call to action, if you like these formulas, on the 10th at
Facebook Ads Master Live, I’m gonna go over a bunch of formulas
of ads and copy formulas for iStack. If you’re gonna come there.
So that’s the 30,000 foot view. There’s a lot of nuance here. That’s just high-level, but my goal is to have you understand that you might not be thinking big enough about the ultimate goal. If the goal is a group of people, and if the goal is generate as much resource as we can, and if the goal is build an 8-figure brand, guess what. That takes time. If you spent six months focusing on a content catalogue, amplifying that, building a group of subscribers
who were engaged with that, that would be the best six months
you ever spent because that group of people will be the foundation for a
business that could be huge. We are in the attention business. We need to engage audiences, and then filter out the most engaged folks and offer them products and services.
This is how you fortify yourself from channels, you generate brand assets across all channels. Instagram followers, YouTube subscribers,
email subscribers, Facebook messenger subscribers, text message subscribers.
You get iTune downloaders. Everywhere. Nearly half of our revenue comes
from repeat business. By the way, if you ever want to sell your brand, there’s
a little thing called valuation, which is what your brand is worth. You know what makes your brand worth significantly more? If at least 30% of your revenue comes from repeat buyers that nearly doubles your multiple. Let’s say you got a brand, it does
a $100k grand a year. It makes $30k in profit. Someone would buy that for $30,000 – $60,000 cash. If, of that $30k in profit, half of that came from
repeat business, that is worth $100k, $150k. It changes things because it’s more stable.
This is what you want. The game is not cash flow – by the way, you want to talk about the resource generation game. The game isn’t cash flow businesses. Cash flow businesses are a means to asset liquidation. Real wealth is generated through the acquisition and liquidation of assets or the growing of assets and
then liquidating them. The game is build something and then sell it, and then deploy that money into the market to acquire more assets. Use the skill that
you have to grow those and sell those. That is how you’re really going to truly
generate wealth, if that is your goal. Maybe your goal is just to ball out on
Instagram, make a little money, have some fun. Cool. But if we’re talking about resource generation,
we need to be talking about the sale of assets if you’re gonna sell assets,
you need repeat business. Content is how we get people to come back.
We send emails right. We don’t just amplify our
content on Facebook and YouTube. We email people, those people go to our
blog, and then they go to our store. Every email we send, even though they’re mostly
content, makes money. Consistency is key with a content game.
With the content business model, if you’re going to subscribe to the idea, that the goal in
business is to engage a group of people over time, you’ve got to be consistent.
At least one video or article per week. Video is the best because it easily
transforms into other mediums. You can track consumption and follow up with people. Consistency of cadence, of voice,
of tone, builds relationships. You can transform it into articles.
You can transform it into pull quotes. The best types of content are behind the scenes. Your company’s opinion on whatever is happening. Hey, Everlane says, in this industry of clothing everybody is making stuff really badly and it’s polluting the oceans. We think that’s wrong.
Here’s what we’re doing. Your opinion on what’s happening in your industry, that’s the kind of content you can do. Manufacturing process transparency.
Hey am I moving too fast for you guys, by the way? Feeling good? I feel like I’m — you ever been to Krispy Kreme? Anyone been to Krispy Kreme? Raise your hand. For real, for real.Okay. You know how like the donuts before they go through that glaze, they just got cooked, and they’re brownm and then they go through the glaze, and now they’re glazed. That’s like what some of y’all look like, just glazed over.
Krispy Kreme donut. I know it’s a lot of content. We’re gonna keep going. I’m gonna take that as yes. You guys are you’re doing great. Alright, thank you for that feedback. Educational videos, behind the scenes.
Every time I come to one of these events, I’m like, hey I’m out here on the scene, AWE Barcelona.
I do a video for my audience about what it is like to be where I am. Industry-specific content, timely or relevant to current events. Tips lists, community feedback. So someone
leaves a comment, you comment on their comment in video form, or you write an
article about it, or you ask them to tell you what they think and you post that to
your blog. Interviews and interviews with other brands, curated content, where
you’re commenting on other people’s stuff. Anything that is related to the
problems and conversations that your community is already having. That’s what
you need. And again, on my blog, you can find more in-depth on this. It’s all
about shared experiences. That’s the game. Is there a group of people who’s sharing
an experience that you can talk to? Funny is good, and hot dog! Do listicles work.
Listicles like list articles are the best things you can do. They work really,
really well if you’re not going to do video and we do tons of them. Go to BoomByCindyJoseph.com look at my blog. You will see a ton. Go to
smartmarketer.com, look at my blog. You’ll see a bunch of different recurring
themes of content. Pick a theme and do it over and over. Listicles, shared experience articles, behind the scenes videos, whatever it is, and just do that. Alright, switching gears from,
hey people you need to be doing content. Now we’re going to talk about brands that get to over $10 million. Some of the things they have in common. Do you thoroughly understand that the content
game is the road towards consistency, growth, It’s like, instead of going out
and spearing a fish, you’re watering a mango tree, and that mango tree is growing. Takes you six months to a year, eventually it fruits, but you know what? Once it fruits, I grew up in Hawaii, I have done this.
It feeds you for generations. I mean, fifty years that thing’s gonna fruit.
That’s the game. The game isn’t, hey can I quickly make some cash.
It’s like, you can do that, cool. You need to pay your bills, but also with maybe half your energy, let’s build something. Alright, in general, brands that break
$10 million have/do the following, they have a truly great product. Quip toothbrushes, M.Gemi shoes. I love these guys. Yo, if you want into fashion, they make these Italian shoes, they’re amazing. Allbirds, Purple Mattress, Tuche, every one of these
companies exists in a marketplace, where other people are already selling the
same products. You don’t need a new idea, you just need to do something truly well.
A good product. Something that when someone gets it,
they actually like it. A good service. Something that has the experience that feels good, and then you can tell stories about it, and you’ll get people to buy it.
They go all-in on expansion. My brand, Boom, these are the only two products people buy on the front end. That’s it. They come to me for the cosmetics, but
because I have content, because I have an opinion, because I make truly great products,
more than half my sales — Come from these other products, which are skincare. So you got to go all-in on expansion.
I learned this from the Dr. Axe, as soon as you have one product, get another one and cross-sell it to your past buyers, because product launches work incredibly well. You’re not sending nearly as much email as you should be. 34% of our revenue comes from email.
You should be sending a lot more emails. Lots of them. Sales emails, content emails, you should be running a sale event every six weeks, even if you only have 50 subscribers, if you run a sale event every six weeks, you will make more sales. Big brands do this well. They also go
all-in on user-generated content. We take our customer testimonials. We layer them over product images. We share that on social. We send everybody who buys from us, an email that says, hey listen, we’ll give you $10, if to our store, if you shoot us a video, and tell us why you like our products. Here’s what it should look like, here’s what you should say, here’s an example of one, and then we use those in ads. We use those in our
emails. We use those on our landing pages. Millennial brands understand this.
They use only user-generated content. I guarantee, you are not using enough
social proof user-generated content to market your brand. There’s nothing better.
You cannot make better stuff yourself than this. It’s real. It’s authentic.
It’s from people who actually are buying from you and have an opinion about your products. Alright look. You ever seen anyone that happy in your life? Have you ever? Look at that.
Could you ask for anything better than that? No, you couldn’t. You know what else big brands understand? They understand the difference between product and story. Story is who and why.
That’s what you guys don’t understand. Everybody here is confused about this part.
This is what I understand well and it’s why I can step into a marketplace
like Shopify apps, where there are six other apps like the same one I just built,
make an app that is unique that has unique feature sets, and tell a story
about it, and come into that marketplace and do very, very well. This is the game.
Who are they? Why would they buy from you? What is their experience? And then the
product is the what and the benefits. You guys kind of understand some of that, but
that’s really not what it’s about. You got it backwards. It’s about who and why first.
They also understand paid amplification. Let’s quickly take a look at
what’s happening with paid amplification. Right now there’s a battle for video
between YouTube and Facebook. YouTube’s ad revenue has been going up
year over year, and Facebook wants some of that money. Facebook’s having this problem
where the newsfeed is sold out. The ad load is at max capacity. They have more advertisers than they do space in their newsfeed. So in the short period of time they’ve rolled out mid-roll video ads, ads in Instagram Stories, ads inside of messenger, ads inside a marketplace.
They are looking for the next newsfeed placement. None of these have done it. Instagram stories is the closest to their next newsfeed, where there’s good ads
that you can run and make money. They are now incentivising their creators,
just like YouTube did and said, hey if you put videos on Facebook,
we’re gonna pay you. When an advertiser runs an ad on your video,
you’re gonna make money on that. It’s called ad breaks. This is getting to a tip for you. Instagram is the fastest-growing ad platform in terms of revenue, in the last short while. It did $2 billion in 2016.
It’s gonna do $22 billion by 2021. It’s crazy. 90% of Facebook ads revenue comes from mobile and the average watch time is 6-8 seconds. So what does this mean for you? It means
that the cheap inventory is in short-form. The average watch time is 6-8 seconds.
All the ad units they’re opening up are short-form, that is because that is where the visibility is. If you can create sub 15-second ads that engage, that’s cheap inventory, and that is where
the money is for the next 18 months. Do everything else too, but if you’re
not going all in on short-form, you’re not gonna get as much scale as you could. That’s a really, really important one.
It’s working extremely well for us. We are supplementing all of our normal, top-line, long-form advertising with videos, or images, articles etc. with short-form 5-15 second video ads. There’s a really cool placement I didn’t have enough time to talk about it, called Instagram Story carousel. You can only do
it if in the Facebook Ads manager, you uncheck everything but Instagram Stories,
and then you select the carousel. You can do three stories in a row. The only way you can run that, where it’s three Instagram stories, and that ad unit, now it does force all your
allocation into Instagram Stories, but you run it at a small budget, it works super well.
You can run a GIF, and then a video, and then a 10-second customer testimonial. You can have three stories back to back to back.
Incredible ad unit right now. Okay, how’re you guys doing?
Would you like more content? Alright. Listen, listen. If you’re happy do me
a favour and our growl for me. I feel like growling is like an
underrated form of communication. It feels good to do. If you growl at someone,
they tend to growl back, it’s like a whole thing. So feel free to, when something good happens for the next speaker, just growl at them, but then like let them in on the joke,
so they’re not all freaked out, okay. Here’s my 2019 playbook.
You guys might be wondering, alright, what are you doing?
Okay, we get it. Content, brand assets, amplification,
engage subscribers over time, filter them out, offer them good stuff, have truly
incredible products, care, be doing something beyond selling products, send
emails, generate repeat business. You’re getting the shtick. I’m gonna give you the playbook
that I had for 2019. So you can see what my brands
are focusing on this year. Double down on paid. Paid works pay for visibility more videos
more channels right add additional channels right now we’re mostly
Instagram Facebook YouTube Google Display Network and Google search let’s
increase Pinterest let’s get Display Network to work better
let’s get you know some other ones like more publishing type channels Amazon
retail let’s add articles articles work incredibly well for our demographic
let’s spend more money if you are not spending at least 30% of your top-line
revenue on paid amplification you’re not spending enough let’s say you made a
million dollars last year you should spend $300,000 on ads the next year it’s
not the idea here is investing in the brand and you know what’s interesting
about a business that generates a million in revenue it only has about 300
grand in profit my viewpoint is that fifteen to thirty percent of that
top-line revenue needs to go back into paid amplification a million in revenue
150 thousand a three hundred thousand in paid the next year or you’re not
spending enough to grow your business everyone’s focused on what they can take
out of the brand that’s the wrong model the model is what can I put in spend
more optimize our ad and funnel better we want to expand to additional channels
move into Amazon TV retail international further our adoption of YouTube further
our adoption of the Display Network it’s always good to expand your
footprint once you have a proven offer we want to expand our product line by
adding new products new sizes new sizes is the best way to add products because
you get an additional option right on the offer page if you can do this you
can expand your footprint without creating a new product and also get rid
of your offers that suck sometimes you make a bad product sometimes it falls
flat this product as much as I loved it I think maybe like only four people and
we sell a lot of products only four people ever bought it twice if nobody is
buying it again it is it’s a bad product cut your bad products right there’s a
saying in the South starve your ponies feed your stallions I don’t like that
saying but the point is whatever is working double down on that deep not
wide continue our content up level our packaging we’re digital marketers the
experience of receiving our product is pretty terrible we had to fix that tell
better stories more stories get our messaging and visuals into alignment so
that that our brand looks as good as our message is have more soap opera style
dynamic dramatic content all of our content is very serious it’s very like
intentional real shit that is important and heavy and so we wanted to do more
like fun stuff not just heavy-duty stuff so we’ve been working on that more sail
campaigns by the way using gifts in our emails works extremely well if you’re
not using gif animations in your emails also gif animations as retargeting ads
there’s this new thing on Facebook it’s called slideshow when you’re making an
ad you can upload six images and it’ll rotate into a slideshow it turns it into
a gif animation those things work so well
Facebook added the ability this is this is the exact thing three different
images stitched together Facebook added that native in their ads manager because
they know how well it works we’ve been running these in retargeting and loyalty
pillar so people who know about us but haven’t bought and people who bought
from us that we’re trying to get to buy again these are our best performing ads
from our customer testimonials our gifts and we use them in our emails as well
many sites for every product I have an app for Shopify called zip if I see IP
ify it does a bunch of cool stuff but it builds what are known as many sites
we’re transitioning all of our products to have a product mini site which is
short form content a series of pages linked together by a sticky header where
the header stuck to the top and you can tap through all the different pages
instead of just one page for the product a product mini site a more of an
experience for the product works SuperDuper well we’re rolling that out
this was the experience of receiving our products terrible here’s what it is now
you get a nice eco friendly canvas bag that’s made by these wonderful women in
India you get a really fancy brochure that’s printed on recycled paper you get
a lot of nice stuff when you receive the product it feels better we’re testing
our autoresponder sequences going really really deep because 15% of all of our
brands revenue comes from automated emails we should be split testing those
we weren’t so now we are we get a lot of phone calls I want you to listen to
something this plays you call our brand this is not the one that we have live
right now but something like this plays when you call us we get thousands of
calls a month so hear this hi thanks for calling boom bye Cindy
Joseph we’ll be with you very shortly in the meantime can we offer you an
exclusive discount as a thank you for waiting
right now customers are loving our moisturizing and vitamin rich serum boom
nectar with it 16 all natural ingredients boom nectar is designed to
naturally soften repair and rejuvenate your most delicate skin so far customers
have given boob nectar over 1,400 five-star reviews today you can try boom
nectar for 12 percent off just ask your support specialist for this exclusive
discount on our serum and thank you for your patience we’ll be with you shortly
where are you engaging with your customers that you’re not making them
offers or adding value we noticed lots of people call us and we could have a
little pre-recorded message that attempts to sell them one of our highest
margin products that is a really lovely product that happens to have a high
profit margin look go as deep as you can hey that
might only make me 30 grand this here but you know what thirty thousand
dollars a lot of money I could feed a lot of people with 30 grand I can pay a
lot of team members with 30 grand right so why would I not do that data analysis
and insight once you get to be really big you have a lot of data sources
Zendesk ole art chat intercom chat Shopify Google Analytics Facebook
YouTube so we’re using a data warehouse to put them all together and slice that
data and make decisions off all data sources rather than just one this is a
higher level thing you get there when you’re at about five million in revenue
that’s when you want to start looking at a data warehouse email health
improvement we send a lot of email email is still the number one revenue
generator for all e-commerce brands by far the most profitable Channel so we
are focusing on how do we get our email to do better I have a whole course on
this – how can we get in the inbox how can we get delivered better how can we
get open more email health and an optimization of process so after every
sale after every product launch after every event post mortem with the team
what worked what didn’t work how did we do how can we do better
talk about it how can we make our technology stack even better what
technology is outdated what technology is new optimization culture so I tell my
team look if you see something say something a lot of business owners
dictate everything to everyone you are not in the shoes of your team members
they might see some shit that you don’t see you want them to speak up you might
not take their advice as when I tell my team hey listen I may not take the
instruction or advice but I want to know what you think because most of the time
you are seeing something for how we can make things better have your whole team
feel empowered to speak up about how they how things could go better over
time this is not just limited to marketing
supply chain customer support project managers everyone on the team should be
continually looking for how to make things do better you as the CEO you’re
doing too much driving I spent my whole career driving I understand but when
you’re driving when you’re doing everything you can’t be up looking at
the mountains seeing what’s coming you can’t be navigating you must as the CEO
make the jump to navigation versus driver one day a week you can
drive you can tinker you can do things the rest of the time you’re talking to
people you’re coming to events you’re figuring out what the strategy is you’re
holding people accountable you’re bringing your team up in the game you
need to navigate your company not drive it and that is a real problem everyone
who gets stuck at that million dollar market because they don’t understand
that that is like it’s not about ads it’s not about brand it’s about the
ability to bring people up and navigate rather than doing it all yourself my own
personal work-life boundaries as I was mentioning work will fill the time that
you give it most people are working far too much I do really really well at this
but I would like to do even better you should not be working more than eight
hours a day sorry it may be sometimes during launch is
whatever ten twelve fourteen sure that’s part of the game but if that is the
backdrop of your existence if that is just how you do it you’re gonna burn out
you need to work I worked like four days a week eight hours a day for good solid
work days I mix it up and stuff but I get a lot done because I’m very good at
delegation I have a course on that too on my blog ongoing process documentation
that’s the delegation part of it so I want to bring team members up in the
game I’ve got a couple I have several of my team members who were formerly
working at Safeway and Cracker Barrel and target intelligent tech-savvy no
idea about digital marketing I said hey listen come in I’m gonna pay you 15
bucks an hour to start I’m gonna give you here’s what we want
in three years you’re gonna be the best social media manager in the world here’s
how we’re gonna get you there you’re gonna read these six blogs every week
they’re gonna populate into a slack channel you’re gonna take notes on that
you’re gonna go to these events you’re gonna take these courses you’re going to
talk to me once a week for three hours about what you learned and how we can
use it give them a way to come up take people from your support department move
them up to other departments train them people you don’t want to go out and hire
people who already have the skills you want to bring people up they’re more
loyal they’re better they’re it’s a better model and you can get your eyes
started I’d have any money I got my cousin’s a man listen I’ll pay you at
some point come on let’s do this brothers sisters all my team is like
friends friends of friends family but like you should be bringing people up
that’s the game text message adoption and remarketing YouTube amplification
podcast sponsorship ambassador program email subscriber campaigns to
get more email subscribers photoshoots furthering our messenger adoption
international expansion run in a clean and allene inventory selling with more
story and most importantly this is what I’m doing in the world I’m interested in
having a good time enjoying myself having my team having fun being
enthusiastic and excited about what they’re doing with their life and their
work and creating truly great products services apps things that actually help
people that make a difference in the world that are good and then also making
profit but in that order I don’t care about how big it gets I don’t care about
how much profit we we generate I care about are we enjoying our work life
first and foremost because you know you’re gonna spend a lot of time working
you might as well work with people that know you that love you bring your family
and people tell you not to do that those are people who do not have the skill set
of communication people are unwilling to talk about when stuff gets hard you’re
gonna spend a good half of your life working don’t you want to do that with
people who will call you on your bullshit who will stand up and express
how they feel who will have viewpoints I do and then I want to make great stuff
and I want to be profitable and that’s the game the game isn’t how much money
can we make how big we can get do you want to be shackled to some crazy
business that is super intense that you work at all the time that you don’t
really love that you’re kind of miserable at just because it makes money
that’s not a game I’m interested in so this is what we’re up to invest in your
team can you bring on someone truly great you realize the amount of value
that someone person eight hours a day can bring it’s insane how are you to
work for do you offer good benefits a good work environment autonomy a
container support and feedback goals and a mission we believe in people over
progress and I think that this is that is one of the other things that is going
to hold you back from building a company to eight figures you can’t get to eight
figures on your own it’s very very hard if you invest in a team you can also a
copywriter does a lot of stuff this is all the stuff my copywriter does if you
hire a good copywriter it will change your business copywriters do a lot it’s
incredible much stuff copywriters do you get out of
your business what you put into it it’s about what can you invest who can you
get to help you who can you invest in how can you add more not what can you
take out that’s the wrong question to ask and that’s what everyone is asking
it’s misguided it’s not about how much you work it’s about what you produce
people think work harder is better know producing something great is the goal
and that takes as much work as it does but it’s not about working 15 hours days
the big secret to can building a big brand is consistency repetition creates
mastery if you pick up an instrument for 30 minutes a day you will get better at
it you can do the same with your business 1 to 3 hours a day consistently
over time it’s like a diet or a workout program you have to do it consistently
you can get my slides at smartmarketer.com /aw e19 or if you
can’t and that URL may not be up yet you might have to wait to the end of the
conference we don’t think we have it up yet you can also just email me Azra at
smartmarketer.com and you’ll get my slides thank you so much good