DTC Offer Strategy: Raising Your Price Without Losing Conversions | Brian Ng

1
00:00:00,125 --> 00:00:05,296
why have your price at $35.99 when
you can have it at $39.99?
2
00:00:05,463 --> 00:00:10,844
Why have your price at $37, $38.99 when you
can have your price at $39.99, right?
3
00:00:10,885 --> 00:00:14,514
It's something that also, that's how you can
squeeze a couple of dollars of profit
4
00:00:14,556 --> 00:00:16,099
per order whatsoever.
5
00:00:16,141 --> 00:00:19,728
And something like, for example, a lot of people
run the buy one, buy two, get one,
6
00:00:19,728 --> 00:00:20,895
buy three, get two.
7
00:00:20,895 --> 00:00:23,356
And then you run the sub offer
on top of that, right?
8
00:00:23,481 --> 00:00:27,193
And so after 15%, you get your prices
at, let's say you start at 29.
9
00:00:27,569 --> 00:00:31,239
You get your prices to like, I don't know,
$22.99 or something like that.
10
00:00:31,239 --> 00:00:35,076
Why not make that like after the discount,
after the sub discount, $24.99?
11
00:00:35,243 --> 00:00:35,869
It's the same thing.
12
00:00:35,910 --> 00:00:37,036
You're going to make more money off that.
13
00:00:37,078 --> 00:00:39,789
You're going to get the same conversion
rate, a higher rank per user one.
14
00:00:46,463 --> 00:00:50,091
And now let's take a listen to the
Scalability School podcast.
15
00:00:51,217 --> 00:00:54,387
Welcome to another episode
of Scalability School
16
00:00:54,512 --> 00:00:59,976
with a rare appearance of Zach, Brad, and
myself back on the podcast together.
17
00:00:59,976 --> 00:01:02,187
Although I will be leaving early in this
18
00:01:02,187 --> 00:01:04,689
podcast because I'm in Europe
and it's late.
19
00:01:04,689 --> 00:01:05,899
Brian's in Singapore.
20
00:01:05,940 --> 00:01:06,691
It's 4 a.m.
21
00:01:06,691 --> 00:01:09,694
Brian, cheers to you for getting
up our guests.
22
00:01:09,736 --> 00:01:13,990
And Zach and Brad are in a time for them
that's totally normal and makes sense.
23
00:01:14,073 --> 00:01:18,203
But Brian, I'm just going to say Brian.
24
00:01:18,244 --> 00:01:20,497
So Brian is a great guy, member of our
25
00:01:20,497 --> 00:01:23,208
community, has been a member
for three years,
26
00:01:23,875 --> 00:01:28,505
totally an incredible growth expert,
somebody who is an agency owner,
27
00:01:28,797 --> 00:01:30,882
who has recently gotten into
being a brand owner,
28
00:01:31,257 --> 00:01:34,135
somebody who I respect and
who I turn to a lot.
29
00:01:34,177 --> 00:01:38,848
He has always been somebody that doesn't
settle for just the baseline.
30
00:01:38,890 --> 00:01:39,933
He always is pushing.
31
00:01:40,391 --> 00:01:44,771
And I know somebody who's really great when
I introduced Brian to Zach last year
32
00:01:44,771 --> 00:01:46,022
at a Foxville Founders event.
33
00:01:46,397 --> 00:01:48,316
And then Zach texted me after and goes,
34
00:01:48,525 --> 00:01:50,318
you were right, Brian's insane.
35
00:01:50,902 --> 00:01:52,320
And I was like, correct.
36
00:01:52,570 --> 00:01:53,404
He's awesome.
37
00:01:53,822 --> 00:01:56,199
And because every time I talk
to Brian, I'm like,
38
00:01:56,199 --> 00:01:56,950
what do you got going on?
39
00:01:56,950 --> 00:01:59,869
And then you send me these like 35 minute
looms of all the stuff.
40
00:02:00,245 --> 00:02:04,082
I'm like, it's like watching that scene
from Always Sunny in Philadelphia
41
00:02:04,082 --> 00:02:07,460
where the lines of a string are going
between pieces of paper.
42
00:02:07,752 --> 00:02:08,503
That's you.
43
00:02:08,628 --> 00:02:09,337
That's you, man.
44
00:02:09,379 --> 00:02:11,297
So I'm really glad to have
you on the podcast
45
00:02:11,297 --> 00:02:14,217
and I'm glad to get some sauce for
our listeners for you here.
46
00:02:14,259 --> 00:02:18,513
So on to the, since we had the longest
intro of all time.
47
00:02:18,513 --> 00:02:19,055
Sorry about that.
48
00:02:19,097 --> 00:02:21,099
Anyway, so Brian, super glad
to have you here, man.
49
00:02:21,182 --> 00:02:22,350
Also background.
50
00:02:22,684 --> 00:02:24,769
One of the reasons I think you're
a killer is because actually
51
00:02:24,769 --> 00:02:26,813
you were a killer in the
Singapore military.
52
00:02:27,105 --> 00:02:27,856
Is this correct?
53
00:02:27,939 --> 00:02:29,440
Oh, that's not true.
54
00:02:31,609 --> 00:02:32,986
I was like the death of us.
55
00:02:32,986 --> 00:02:34,445
I wasn't actually holding the rifles.
56
00:02:35,655 --> 00:02:37,490
Brian, before we hit record,
57
00:02:37,490 --> 00:02:40,285
you were kind of telling us about the
agency journey a little bit.
58
00:02:40,285 --> 00:02:42,036
And you said kind of over the
last three years,
59
00:02:42,078 --> 00:02:43,997
you've onboarded a handful of clients.
60
00:02:44,372 --> 00:02:48,376
And it sounds like you've intentionally been
thoughtful about how many you onboard.
61
00:02:48,459 --> 00:02:50,587
But the thing that was really
interesting,
62
00:02:50,587 --> 00:02:52,672
and I think that what will
set the stage for
63
00:02:52,672 --> 00:02:54,048
kind of what we're going
to talk about today
64
00:02:54,299 --> 00:02:56,092
is just give us, give us
like a little bit.
65
00:02:56,092 --> 00:02:59,804
You're running through examples of like,
client was here, now they're here.
66
00:02:59,888 --> 00:03:01,055
They were here, now they're here.
67
00:03:01,180 --> 00:03:03,182
So just like brag for a
second and kind of
68
00:03:03,182 --> 00:03:05,351
rifle off a couple of the results
that you've seen.
69
00:03:05,560 --> 00:03:08,354
And I think that'll help us like set the
stage for conversation overall.
70
00:03:08,438 --> 00:03:12,233
Yeah, maybe I can get started a little
bit about the company itself.
71
00:03:12,233 --> 00:03:14,694
So DigitalWrite, like Andrew,
72
00:03:15,069 --> 00:03:18,531
as mentioned, we do like Rants and as
well the agency side of things.
73
00:03:18,865 --> 00:03:21,951
We actually started off with Rants,
my business partner.
74
00:03:21,993 --> 00:03:23,995
This company is actually
like 10 years old.
75
00:03:24,662 --> 00:03:27,123
But my business partner was
in like e-commerce
76
00:03:27,123 --> 00:03:30,627
dropshipping for like the first
seven years or so.
77
00:03:32,003 --> 00:03:33,963
And an agency came over
because we've been
78
00:03:33,963 --> 00:03:36,299
working with like an email
marketing agency,
79
00:03:36,299 --> 00:03:37,008
Hustler Marketing.
80
00:03:37,342 --> 00:03:38,301
And they came over and said,
81
00:03:38,384 --> 00:03:40,219
hey, you guys are doing pretty
well on paid ads.
82
00:03:40,345 --> 00:03:45,350
So like, can you help us do this with
some of our clients as well?
83
00:03:45,850 --> 00:03:47,143
And he was like, sure.
84
00:03:47,560 --> 00:03:51,064
And we handpicked some of
like the clients
85
00:03:51,064 --> 00:03:53,107
that we think could work
really well for us.
86
00:03:54,150 --> 00:03:57,403
And that's when I joined in actually
as a junior media buyer,
87
00:03:57,403 --> 00:03:59,447
but like three years of experience
past that.
88
00:04:01,157 --> 00:04:06,329
And so we've only taken on eight clients
over the past three years or so.
89
00:04:07,580 --> 00:04:12,251
We have grown them from like
around 500k to 10 mil,
90
00:04:12,585 --> 00:04:16,339
500k to 2 mil, 500k to 1 mil, whatever
the numbers are.
91
00:04:17,507 --> 00:04:21,511
And we really act as growth
partners to the
92
00:04:22,303 --> 00:04:24,013
kind of the brands that we
work with, right?
93
00:04:24,013 --> 00:04:26,265
So it's like a more of like
a head of growth,
94
00:04:26,307 --> 00:04:28,142
not a CMO, but like the head of growth,
95
00:04:28,142 --> 00:04:31,187
the people that do all the
work in that sense.
96
00:04:32,480 --> 00:04:35,233
And so and we don't bring
on a lot of clients
97
00:04:35,233 --> 00:04:39,362
because we really want the people
to get results, right?
98
00:04:39,821 --> 00:04:41,864
And there's always like so many factors.
99
00:04:41,864 --> 00:04:43,116
It's never just media buying.
100
00:04:43,116 --> 00:04:48,162
So it's me buying creatives, offers, and the
landing page that you send to, right?
101
00:04:48,287 --> 00:04:50,873
Acquisition side, that's what we
focus on predominantly.
102
00:04:51,290 --> 00:04:55,336
And so, yeah, that's kind of where,
103
00:04:55,753 --> 00:04:58,840
how we started and some of like the kind
of results that we've seen.
104
00:04:59,090 --> 00:04:59,298
Cool.
105
00:04:59,507 --> 00:04:59,716
Yeah.
106
00:04:59,716 --> 00:05:01,217
And you mentioned a bunch of different
growth levels.
107
00:05:01,217 --> 00:05:03,678
I know we're going to dig into at
least a handful of those,
108
00:05:04,012 --> 00:05:06,139
particularly interested in
offers personally.
109
00:05:06,347 --> 00:05:08,683
I feel like not enough people spend
time talking about offers
110
00:05:08,683 --> 00:05:09,642
and actually how to craft it.
111
00:05:09,684 --> 00:05:10,893
So we'll come back to that.
112
00:05:11,144 --> 00:05:14,105
But so we have growth levers as options,
113
00:05:14,105 --> 00:05:16,649
but there's like some foundational work
that you can do ahead of time
114
00:05:16,649 --> 00:05:18,651
to help set brands up for success.
115
00:05:18,860 --> 00:05:21,362
And you mentioned forecasting
is one of those things
116
00:05:21,362 --> 00:05:23,072
that you have a unique perspective on
117
00:05:23,072 --> 00:05:24,699
and something that you help clients with.
118
00:05:24,907 --> 00:05:27,035
So can you just kind of walk
us through like,
119
00:05:27,035 --> 00:05:31,330
what is the maybe the 10,000 foot overview
of like how you do forecasting?
120
00:05:31,330 --> 00:05:33,875
And I'm sure we can dig into a bunch of
different questions from there.
121
00:05:34,459 --> 00:05:39,630
Well, I mean, I don't think it's, it's
a, for, for a forecasting piece,
122
00:05:39,714 --> 00:05:42,925
a lot of times for us, it,
when, when you,
123
00:05:43,426 --> 00:05:44,927
when you do things a certain way,
124
00:05:44,927 --> 00:05:46,637
when you like creative test a certain way
125
00:05:46,637 --> 00:05:48,848
and you have a certain amount
of creative volume
126
00:05:49,098 --> 00:05:50,433
for a period of time,
127
00:05:50,767 --> 00:05:53,895
you were able to then kind of see
the seasonality of it.
128
00:05:53,895 --> 00:05:57,273
So like the forecasting that we do gets
better kind of year on year,
129
00:05:57,607 --> 00:05:59,692
just because you, you know,
you, you know,
130
00:05:59,692 --> 00:06:02,361
let's say in February you have
a completely shit month,
131
00:06:02,612 --> 00:06:06,240
you know, in November to January, it's
like a really good period.
132
00:06:06,574 --> 00:06:08,367
And then, you know, kind of
what the trends are
133
00:06:08,367 --> 00:06:10,870
between like maybe certain
July and August
134
00:06:10,870 --> 00:06:12,622
are similar revenue numbers, right?
135
00:06:12,997 --> 00:06:14,832
So you kind of know the, the trend,
136
00:06:14,957 --> 00:06:17,418
trend of revenue that, that,
that the brand is on
137
00:06:17,710 --> 00:06:20,546
and you can kind of forecast just based
off year on year, right?
138
00:06:20,546 --> 00:06:22,632
So we just look at previous
year and this year,
139
00:06:23,132 --> 00:06:25,384
how, what do I forecast in terms
of year and year?
140
00:06:25,384 --> 00:06:28,137
It's like the 80%, a hundred percent
year on year grow, right?
141
00:06:28,137 --> 00:06:29,305
So like double, double grow.
142
00:06:29,764 --> 00:06:31,849
And then from there, a lot of times,
143
00:06:31,891 --> 00:06:33,518
that's where you start thinking of like,
144
00:06:34,060 --> 00:06:37,271
okay, I'm going to be growing like
120% here whatsoever.
145
00:06:37,271 --> 00:06:38,523
I really want to push hard here.
146
00:06:38,898 --> 00:06:42,401
Let me just, let me onboard creative
agencies during this period.
147
00:06:42,401 --> 00:06:43,986
Because that's like the biggest element.
148
00:06:44,070 --> 00:06:46,030
When your offers is kind of doubtful,
149
00:06:46,030 --> 00:06:48,074
you have a decent offer and you
have a good offer page
150
00:06:48,074 --> 00:06:48,741
and all these things.
151
00:06:48,741 --> 00:06:50,993
It's like, okay, I'm going to bring
on new creative partners here.
152
00:06:51,536 --> 00:06:53,371
And that's when you need to
come in and it's like,
153
00:06:53,663 --> 00:06:54,664
going at attention, it's like,
154
00:06:54,705 --> 00:06:57,458
you need to find a good, good, like
good creative partners in.
155
00:06:57,667 --> 00:06:59,710
You need to, you need to make sure
you know how to vet them,
156
00:06:59,710 --> 00:07:01,379
et cetera, and coming in like that.
157
00:07:01,796 --> 00:07:04,340
And so even with that, when
you're forecasting,
158
00:07:04,799 --> 00:07:07,260
you are able to know like, okay,
during this period,
159
00:07:07,301 --> 00:07:10,346
we actually really sucked ass because we,
160
00:07:10,972 --> 00:07:12,849
like we didn't do these certain
things, right?
161
00:07:12,890 --> 00:07:15,143
We didn't plan for, I don't know,
Mother's Day properly
162
00:07:15,143 --> 00:07:15,810
or we didn't do any.
163
00:07:16,144 --> 00:07:18,354
And then that's when you,
you add that in,
164
00:07:18,354 --> 00:07:19,939
you know that you have more
creative coming in.
165
00:07:20,022 --> 00:07:22,859
You know that you can hit your, your
120% year on year grow
166
00:07:22,859 --> 00:07:23,734
or something like that.
167
00:07:23,734 --> 00:07:23,943
Right.
168
00:07:24,443 --> 00:07:27,780
But every single month we
plan consistently,
169
00:07:28,030 --> 00:07:31,742
like a person, like a percentage of
like year on year growth.
170
00:07:32,118 --> 00:07:33,536
And we usually hit that number.
171
00:07:33,953 --> 00:07:37,456
And usually, and how we control this
is that we can go like,
172
00:07:37,832 --> 00:07:40,793
we actually can go past that, that
kind of year on year growth.
173
00:07:41,085 --> 00:07:42,795
But because we control it with bitcaps,
174
00:07:42,795 --> 00:07:46,507
we just like, we, we make sure
we hit that pace
175
00:07:46,507 --> 00:07:48,509
that we need for, for that number.
176
00:07:48,759 --> 00:07:50,261
And we could go over, but you know,
177
00:07:50,303 --> 00:07:54,640
that guarantees us kind of like hitting
the forecast and in that sense.
178
00:07:54,891 --> 00:07:57,226
So that's how we do forecasting
right now.
179
00:07:57,435 --> 00:07:59,103
Usually when the brands first come in,
180
00:07:59,812 --> 00:08:01,230
they don't have that stability.
181
00:08:01,689 --> 00:08:03,232
So it's more so based off feels.
182
00:08:03,900 --> 00:08:06,027
A lot of the things that we
do is based off feels,
183
00:08:06,027 --> 00:08:09,780
but, but also it's like, I'm,
I'm always pushing,
184
00:08:09,780 --> 00:08:11,741
like you should never scale when you're,
185
00:08:11,824 --> 00:08:14,493
your new customer Royals and your,
your numbers are not,
186
00:08:14,911 --> 00:08:16,287
like are not there.
187
00:08:16,662 --> 00:08:16,871
Right.
188
00:08:16,871 --> 00:08:17,830
Brand owners have like,
189
00:08:18,039 --> 00:08:20,124
or a lot of clients sometimes come to me.
190
00:08:20,124 --> 00:08:21,792
It's like, we need to hit this number.
191
00:08:21,792 --> 00:08:22,376
We need to hit that.
192
00:08:22,376 --> 00:08:23,586
And it was like, yeah,
193
00:08:23,586 --> 00:08:26,047
but it's better to hit a
lower number with,
194
00:08:26,047 --> 00:08:27,757
with a, with a better new
customer Royals,
195
00:08:27,798 --> 00:08:30,760
unless you need to clear
inventory for cash,
196
00:08:30,885 --> 00:08:32,553
cash flow that then pays for your,
197
00:08:32,970 --> 00:08:35,389
for your loan that you took
or whatever it is.
198
00:08:35,431 --> 00:08:36,933
Then, you know, that is a case,
199
00:08:36,933 --> 00:08:39,519
but then you need to be like backed
up by something else as well.
200
00:08:39,936 --> 00:08:41,771
There was a case like that too,
201
00:08:41,771 --> 00:08:45,066
but a lot of times you don't
need to push,
202
00:08:45,608 --> 00:08:47,026
to hit your forecast numbers.
203
00:08:47,401 --> 00:08:49,779
You should only push when
you have something
204
00:08:49,779 --> 00:08:51,781
working in the creative side
with a decent offer.
205
00:08:52,281 --> 00:08:53,241
So, yeah.
206
00:08:53,366 --> 00:08:56,369
More so, I, I, I was going to
say that, you know,
207
00:08:56,369 --> 00:09:01,749
the, the, the most successful partnerships
that we've had with creative agencies
208
00:09:02,083 --> 00:09:05,127
have been getting them when they
initially first start off.
209
00:09:06,003 --> 00:09:08,881
And it's really difficult to find that.
210
00:09:09,090 --> 00:09:12,760
Um, and for example, one of our
home runs was Harry,
211
00:09:13,219 --> 00:09:15,471
when he first started his
creative agency and,
212
00:09:15,513 --> 00:09:18,307
and getting that in and he got like
a lot of wins off that,
213
00:09:18,432 --> 00:09:20,768
a lot of total screenshots of
it, of that as well.
214
00:09:20,893 --> 00:09:23,437
Um, a bunch of clients from that as well.
215
00:09:23,437 --> 00:09:26,440
So, uh, that's been like a
really, really, um,
216
00:09:26,440 --> 00:09:27,316
great, great partnership.
217
00:09:27,400 --> 00:09:28,067
We're really happy with that.
218
00:09:28,359 --> 00:09:30,361
Um, and then we have some other ones.
219
00:09:30,361 --> 00:09:34,198
So we're still exploring when you have
like three creative agencies on the,
220
00:09:34,365 --> 00:09:38,035
in the pipeline right now, but, um, or
like working with us right now,
221
00:09:38,077 --> 00:09:39,704
but it's all long-term relationships.
222
00:09:39,704 --> 00:09:44,375
And, and, and that's kind of what, what,
what we do, do with, with that brand.
223
00:09:44,834 --> 00:09:47,169
Um, less so like with creative
strats, et cetera.
224
00:09:47,378 --> 00:09:47,670
Yeah.
225
00:09:47,670 --> 00:09:48,212
I'm curious.
226
00:09:48,254 --> 00:09:51,382
So do you, you don't have any in-house
creative team for that brand?
227
00:09:51,382 --> 00:09:53,342
It's all agencies that are
feeding creative.
228
00:09:53,342 --> 00:09:57,680
We have like two marketing coordinators
that manage the, the, the brand side,
229
00:09:57,763 --> 00:10:00,641
the agency side of things, whereas
like they're managing the,
230
00:10:00,975 --> 00:10:04,729
the content that's coming in and, and reviewing
and giving feedback, et cetera.
231
00:10:04,770 --> 00:10:06,939
So I think that's, I mean, that's a really
interesting call out though.
232
00:10:06,939 --> 00:10:10,151
So like this brand's doing 10 million a month
and you have three creative agencies
233
00:10:10,151 --> 00:10:11,485
and no in-house creative strats.
234
00:10:11,485 --> 00:10:14,739
Like I think everyone always tries to go,
Hey, we got to build this house,
235
00:10:14,780 --> 00:10:16,449
you know, in-house, it's always
going to be better.
236
00:10:16,741 --> 00:10:18,200
I think it's good to just like say like,
237
00:10:18,242 --> 00:10:21,579
it's possible to build this all with
like external agencies.
238
00:10:22,038 --> 00:10:25,750
Um, we at Marsman have rotated
through a lot.
239
00:10:25,750 --> 00:10:29,795
Like we've probably hired and fired like 10
to 15 creative agencies at this point.
240
00:10:30,421 --> 00:10:33,424
Um, we currently are on with like three.
241
00:10:33,549 --> 00:10:37,053
Um, but we've, I think the one question
that I have for you is like,
242
00:10:37,136 --> 00:10:41,307
how do you dictate a someone, are you or
243
00:10:41,307 --> 00:10:43,976
someone dictating what each
agency is focused on?
244
00:10:44,018 --> 00:10:46,479
Cause I think that's the other part
of it too, is like getting,
245
00:10:46,687 --> 00:10:49,774
at least diverse creative, getting different
types of assets, whatever.
246
00:10:49,774 --> 00:10:51,108
Like how do you think about that?
247
00:10:51,192 --> 00:10:53,611
Um, for a brand that has like
three creative agencies?
248
00:10:53,611 --> 00:10:57,865
So initially I'll say when we bring on
a creative agency at the start,
249
00:10:58,115 --> 00:11:00,743
we usually just say like, Hey, just
do what you think would work.
250
00:11:01,327 --> 00:11:04,705
And that creative agency probably has
access to other ad accounts.
251
00:11:04,789 --> 00:11:06,207
They see what's working in the market.
252
00:11:06,248 --> 00:11:07,875
They're going to try different structures
253
00:11:07,875 --> 00:11:10,628
and, and, and kind of ideas
that are working for
254
00:11:10,628 --> 00:11:13,005
those accounts, um, bringing
them to yours, right?
255
00:11:13,047 --> 00:11:15,966
That, that gives the, the biggest
success in that sense.
256
00:11:16,467 --> 00:11:19,678
Um, once you have that and,
you know, one agency
257
00:11:19,678 --> 00:11:22,473
focuses on mashups, the other
focuses on Yappers,
258
00:11:22,807 --> 00:11:24,141
then I, this is what happened.
259
00:11:24,350 --> 00:11:25,976
We brought on the third creative agency.
260
00:11:25,976 --> 00:11:26,977
They could do everything.
261
00:11:27,186 --> 00:11:29,271
I was like, I want you to
focus on just these
262
00:11:29,271 --> 00:11:31,899
like AI pick sides or just AI
creatives in general.
263
00:11:32,274 --> 00:11:33,901
So can you please just focus,
focus on that?
264
00:11:33,901 --> 00:11:35,694
And, and, you know, of course
they, you need
265
00:11:35,694 --> 00:11:37,405
to see that they might have
the talent for it.
266
00:11:37,405 --> 00:11:39,532
You need to see the other creatives
and what they
267
00:11:39,532 --> 00:11:42,201
have given to you, et cetera, as
a portfolio whatsoever.
268
00:11:42,660 --> 00:11:45,037
Um, so that's kind of how
we have split up.
269
00:11:45,371 --> 00:11:48,165
Uh, say when coming into a
brand and bringing
270
00:11:48,165 --> 00:11:50,334
on a creative agency, I'm just
usually, I usually
271
00:11:50,334 --> 00:11:51,293
know what they are good at.
272
00:11:51,502 --> 00:11:54,964
And also I'm telling them like, do,
do what you think would work.
273
00:11:55,172 --> 00:11:56,882
Of course there's guardrails, right?
274
00:11:56,924 --> 00:11:59,969
Like we will look, we'll,
we'll see, like,
275
00:11:59,969 --> 00:12:02,096
um, we'll, we'll kind of know
what would work
276
00:12:02,096 --> 00:12:03,097
for the account at best.
277
00:12:03,347 --> 00:12:05,349
If they give like some out
of the box idea
278
00:12:05,349 --> 00:12:07,393
that's like really different,
then we'll probably
279
00:12:07,393 --> 00:12:09,520
be like, no, like we're not
going to do that.
280
00:12:09,520 --> 00:12:11,856
Can you like maybe go into this
direction instead?
281
00:12:12,273 --> 00:12:15,067
But it's like, I guess it's more
of, more of like managing.
282
00:12:15,401 --> 00:12:18,112
There's also like just managing
people in general.
283
00:12:18,904 --> 00:12:22,158
You need gifting guardrails and, but let
them kind of do their own thing.
284
00:12:22,241 --> 00:12:24,910
And giving them like a, so we, Zach,
you call it pillars.
285
00:12:25,077 --> 00:12:27,913
Like pillars is like the core message
that's being communicated in the ad.
286
00:12:27,913 --> 00:12:30,207
So it's like, um, hollow,
the example we've
287
00:12:30,207 --> 00:12:32,877
used 8,000 times on this is
like hunters versus
288
00:12:32,877 --> 00:12:33,878
compression or whatever.
289
00:12:34,170 --> 00:12:37,715
Are you telling the agency, are you at least
giving them like the parameters?
290
00:12:38,090 --> 00:12:40,009
So it sounds like in some cases you kind
291
00:12:40,009 --> 00:12:42,428
of know, Hey, make yappers
or make mashups.
292
00:12:42,970 --> 00:12:44,555
Are you also helping guide them with the
293
00:12:44,555 --> 00:12:46,390
direction for like what they should
be talking about?
294
00:12:46,390 --> 00:12:48,225
Are you giving them the freedom
to say, Hey, we
295
00:12:48,225 --> 00:12:50,227
see that this pillar angle
message or whatever
296
00:12:50,227 --> 00:12:51,979
is working and we're going to
create within that.
297
00:12:52,229 --> 00:12:54,023
The idea is at the start,
we give them the
298
00:12:54,023 --> 00:12:56,650
direction, like more so
where it's needed.
299
00:12:56,942 --> 00:12:58,569
Give them the creators that they need.
300
00:12:58,569 --> 00:13:00,029
There's what best in our account.
301
00:13:00,029 --> 00:13:02,740
Give them kind of the winning
videos that we
302
00:13:02,740 --> 00:13:05,242
have and the messaging that
we have and what
303
00:13:05,242 --> 00:13:07,411
we say in the ad and all this
that makes it work.
304
00:13:07,745 --> 00:13:09,622
And after we guide them and give them in.
305
00:13:09,622 --> 00:13:11,582
But then like over time, after that three
306
00:13:11,582 --> 00:13:14,251
months, after that period of
time, like I don't
307
00:13:14,251 --> 00:13:17,046
want to be managing the creative agency.
308
00:13:17,171 --> 00:13:20,049
I don't want to be guiding them
into the right direction.
309
00:13:20,049 --> 00:13:21,634
They need to know what's working and they
310
00:13:21,634 --> 00:13:23,969
need to iterate on that and
then get new stuff
311
00:13:23,969 --> 00:13:26,847
that's working without my time.
312
00:13:27,056 --> 00:13:27,306
Right.
313
00:13:27,306 --> 00:13:30,392
Because then it becomes very like
I'm doing a job basically.
314
00:13:30,434 --> 00:13:33,729
So it's like they need to be able
to do it themselves.
315
00:13:33,729 --> 00:13:35,105
Maybe guardrails at the start.
316
00:13:35,356 --> 00:13:39,652
And even if they're not like they
don't follow it as well.
317
00:13:39,818 --> 00:13:40,194
Right.
318
00:13:40,528 --> 00:13:41,695
I mean, that's usually a
sign that it's not
319
00:13:41,695 --> 00:13:43,447
going to work out for a
creative chat or a
320
00:13:43,447 --> 00:13:44,156
creative agency.
321
00:13:44,448 --> 00:13:46,200
But if they don't, you know,
we still give
322
00:13:46,200 --> 00:13:48,536
that three months and we test
them fully because
323
00:13:48,536 --> 00:13:50,496
we onboarded them in the
first place, which
324
00:13:50,496 --> 00:13:52,790
is then we know we trust
that they're going
325
00:13:52,790 --> 00:13:56,043
to produce good creative and their kind
of portfolio and all that.
326
00:13:56,085 --> 00:13:59,296
But, you know, sometimes there's kind
of deceiving in that sense.
327
00:13:59,296 --> 00:14:02,466
But after three months, then
you can fully judge.
328
00:14:02,466 --> 00:14:05,469
And it's not really for a bigger brand.
329
00:14:05,469 --> 00:14:06,428
It's not really a cost.
330
00:14:06,512 --> 00:14:09,431
It is a cost, but like the cost of not
doing it is more expensive.
331
00:14:09,431 --> 00:14:10,516
So, yeah.
332
00:14:10,641 --> 00:14:10,891
Yeah.
333
00:14:11,183 --> 00:14:14,603
And you mentioned this has been the topic
of the Twitter discussion.
334
00:14:14,603 --> 00:14:16,230
This is not going to come out for
a couple of weeks at least.
335
00:14:16,230 --> 00:14:18,107
But literally in the last like 48 hours,
336
00:14:18,107 --> 00:14:21,777
it's been is creative volume
important, which we
337
00:14:21,777 --> 00:14:24,446
can if you want to share an opinion on that,
you're more than welcome to do that.
338
00:14:24,446 --> 00:14:26,198
But for the brand that's
doing 10 million a
339
00:14:26,198 --> 00:14:27,825
month, like what's what is
what kind of creative
340
00:14:27,825 --> 00:14:28,784
volume are they pumping out?
341
00:14:28,784 --> 00:14:34,206
I think it's like launch like maybe
60 to 75 concepts a month.
342
00:14:34,498 --> 00:14:37,459
It's not that and not that how many how
343
00:14:37,459 --> 00:14:39,712
many variants like of that
is it like concept
344
00:14:39,712 --> 00:14:40,379
is okay.
345
00:14:40,796 --> 00:14:43,048
You should have a variance or whatsoever.
346
00:14:43,424 --> 00:14:45,509
So a couple hundred couple
hundred and like
347
00:14:46,093 --> 00:14:49,221
when you say concepts like
pretty distinctly
348
00:14:49,221 --> 00:14:52,683
different concepts probably across
messaging as well as formats.
349
00:14:52,725 --> 00:14:53,517
Yeah, exactly.
350
00:14:53,517 --> 00:14:55,561
So so basically like, you know, I mean,
351
00:14:55,561 --> 00:14:57,813
Harry has done I think probably
has talked a lot
352
00:14:57,813 --> 00:14:59,648
about it on Twitter and probably
on podcast.
353
00:15:00,524 --> 00:15:04,111
But he is one of our main creative
partners right now.
354
00:15:04,445 --> 00:15:06,780
And he really like just changes
the front end
355
00:15:06,780 --> 00:15:09,700
story of it and maybe changes
the mechanism,
356
00:15:10,117 --> 00:15:13,746
like the unique mechanism a little
bit like and and and so.
357
00:15:14,288 --> 00:15:19,293
But yeah, it's it's pretty diverse in that
sense, like really different stories.
358
00:15:19,376 --> 00:15:19,627
Got it.
359
00:15:20,044 --> 00:15:20,294
Got it.
360
00:15:20,753 --> 00:15:22,046
I can give a comment on.
361
00:15:22,630 --> 00:15:22,796
Yeah.
362
00:15:23,130 --> 00:15:25,633
On the volume and create the volume.
363
00:15:25,633 --> 00:15:25,883
Yeah, please.
364
00:15:26,050 --> 00:15:26,508
Volume.
365
00:15:27,676 --> 00:15:31,722
I think it's it is such a like common
366
00:15:31,847 --> 00:15:35,809
problem, I would say, like volume
as of itself is not
367
00:15:35,809 --> 00:15:37,311
really that helpful.
368
00:15:37,394 --> 00:15:42,858
I've seen like newer like we just onboarded
a new brand maybe two months ago.
369
00:15:43,067 --> 00:15:44,401
The founder was doing really well last
370
00:15:44,401 --> 00:15:47,237
year, August, and he was making
his own content,
371
00:15:47,321 --> 00:15:48,238
et cetera, blah, blah, blah.
372
00:15:48,364 --> 00:15:50,366
And then after that, he
started going into
373
00:15:50,366 --> 00:15:53,160
this like if you guys know
Tribe, Tribe is like
374
00:15:53,285 --> 00:15:55,913
TikTok shop for Meta, he
went to that tribe
375
00:15:55,913 --> 00:15:59,166
where a bunch of creators
coming in producing
376
00:15:59,166 --> 00:16:01,210
like hundreds of assets
every single week.
377
00:16:01,502 --> 00:16:03,754
And I'm like, dude, you produce
more than this brand.
378
00:16:04,797 --> 00:16:07,591
But but his results have gotten
worse and worse.
379
00:16:07,716 --> 00:16:12,554
And so I see in this way,
it's, you know, you
380
00:16:12,554 --> 00:16:15,683
need to have like thought
out like concepts,
381
00:16:15,683 --> 00:16:15,891
right?
382
00:16:15,974 --> 00:16:17,559
And you need somebody to do it.
383
00:16:17,685 --> 00:16:19,812
So you need like if you have a creative
384
00:16:19,812 --> 00:16:22,439
shred, they need to be thinking
out their concepts
385
00:16:22,439 --> 00:16:24,608
and then producing it with
with intention.
386
00:16:24,608 --> 00:16:28,570
And and then you can do like maybe
10 to 15 iterations.
387
00:16:28,737 --> 00:16:30,280
You do five is completely net you.
388
00:16:30,698 --> 00:16:30,906
Right.
389
00:16:31,240 --> 00:16:34,910
And the same goes for, let's
say, Tribe creators.
390
00:16:35,077 --> 00:16:37,121
I would say or at least the creators that
391
00:16:37,454 --> 00:16:40,040
they're coming in, they need
to have that have
392
00:16:40,040 --> 00:16:41,417
a like thought behind it.
393
00:16:41,417 --> 00:16:43,085
You know, if not, I test them
a different way.
394
00:16:43,085 --> 00:16:44,920
I'm not testing them in a ABO creative
395
00:16:44,920 --> 00:16:46,797
testing where I really spend
budget on putting them
396
00:16:46,797 --> 00:16:48,424
in a CBO and I'm throwing it in.
397
00:16:48,799 --> 00:16:51,343
Because TikTok shop for Meta,
like the tribe
398
00:16:51,343 --> 00:16:53,929
thing, the thing is, like,
I've only seen that
399
00:16:53,929 --> 00:16:56,473
work with and this is my inexperience.
400
00:16:56,473 --> 00:17:00,561
I've only got on the platform for like a
few months, like three months or so.
401
00:17:00,561 --> 00:17:01,770
And, you know, I don't have that much
402
00:17:01,770 --> 00:17:04,189
experience in this, but I'm starting
to get way more
403
00:17:04,189 --> 00:17:06,775
because we have brands that
are pushing this.
404
00:17:07,317 --> 00:17:11,780
Um, but it's like the those brands
are like TikTok shop.
405
00:17:11,905 --> 00:17:14,283
They have creators that are producing
stuff that's winning.
406
00:17:14,575 --> 00:17:16,827
Then they pull that over
to tribe and then
407
00:17:16,827 --> 00:17:18,579
they start posting that or
they then pull them
408
00:17:18,579 --> 00:17:19,538
over into their own.
409
00:17:19,663 --> 00:17:22,374
Um, they have their own
system of of doing
410
00:17:22,374 --> 00:17:25,335
things and and and and and that works for
411
00:17:25,335 --> 00:17:25,586
them.
412
00:17:25,919 --> 00:17:26,044
Right.
413
00:17:26,044 --> 00:17:28,464
But those are like top creators and
they're putting spend behind them.
414
00:17:28,672 --> 00:17:28,922
Right.
415
00:17:28,964 --> 00:17:31,884
We sometimes brands just use
tribe specifically
416
00:17:31,925 --> 00:17:34,303
to use for like the payment processing
of creators,
417
00:17:34,720 --> 00:17:36,472
paying the retainers, paying
the percentage
418
00:17:36,472 --> 00:17:39,308
of ad spend or revenue that
that you're doing.
419
00:17:39,349 --> 00:17:43,520
And that is worth the fee that it comes
with, the 1.5% fee that it comes with.
420
00:17:43,604 --> 00:17:43,812
Right.
421
00:17:44,104 --> 00:17:44,980
So, yeah.
422
00:17:45,147 --> 00:17:47,441
But going back to that creative
piece is more
423
00:17:47,441 --> 00:17:49,693
so like you need you need
people of intention
424
00:17:49,693 --> 00:17:50,778
to produce that.
425
00:17:50,819 --> 00:17:52,988
If not, you need to find a different
testing structure for them.
426
00:17:52,988 --> 00:17:56,867
So if like creative agencies, they need
to be producing that with intention.
427
00:17:56,950 --> 00:17:58,869
And and that's the most important thing.
428
00:17:59,119 --> 00:18:01,288
And the way that you scale
volume is to have
429
00:18:01,330 --> 00:18:03,582
more creative agencies and more
creative strategies
430
00:18:03,582 --> 00:18:05,959
and that have the intention
and push that through.
431
00:18:06,043 --> 00:18:07,002
Yeah, that makes sense.
432
00:18:07,127 --> 00:18:08,045
Um, cool.
433
00:18:08,086 --> 00:18:10,756
I want to jump into offers
because I think
434
00:18:10,756 --> 00:18:12,382
you it sounds like you have
some strong opinions
435
00:18:12,382 --> 00:18:13,091
about offers.
436
00:18:13,425 --> 00:18:15,135
And so I'd be very curious.
437
00:18:15,344 --> 00:18:17,971
Maybe where we start is,
um, it sounds like
438
00:18:18,305 --> 00:18:20,057
maybe even recently you've
pulled up and you've
439
00:18:20,057 --> 00:18:21,266
started to look in some ad accounts.
440
00:18:21,308 --> 00:18:22,434
And like one of the first things you're
441
00:18:22,434 --> 00:18:24,853
looking at and trying to diagnose
is just like offers
442
00:18:24,895 --> 00:18:25,437
in general.
443
00:18:25,604 --> 00:18:27,689
Um, what does it what does a
bad offer look like?
444
00:18:27,731 --> 00:18:28,607
Is maybe a good start.
445
00:18:28,607 --> 00:18:29,733
All right, friends, quick break.
446
00:18:29,775 --> 00:18:31,360
This episode is brought to you by North
447
00:18:31,360 --> 00:18:33,779
beam, the marketing attribution
platform that we
448
00:18:33,779 --> 00:18:35,572
love over here at scalability school.
449
00:18:35,656 --> 00:18:37,783
If you're a marketer, I mean, you
probably agree, right?
450
00:18:37,783 --> 00:18:39,493
Incrementality testing is broken.
451
00:18:39,493 --> 00:18:42,162
They were these tests require
tons of labor,
452
00:18:42,371 --> 00:18:45,624
spreadsheets, statistical
reference, and the
453
00:18:45,624 --> 00:18:47,709
designing of a test is slow
and error prone.
454
00:18:47,960 --> 00:18:50,379
How are you supposed to know what
to test in the first place?
455
00:18:50,379 --> 00:18:50,629
Right.
456
00:18:50,629 --> 00:18:53,966
There's a million factors that can make
incrementality testing difficult.
457
00:18:54,341 --> 00:18:57,970
But the good news is North beam has completely
changed the game and they fix this.
458
00:18:58,428 --> 00:19:00,764
Only North beam incrementality
automates your
459
00:19:00,764 --> 00:19:03,475
incrementality test design
and monitoring while
460
00:19:03,475 --> 00:19:06,979
protecting you from the major mistakes
that plague incrementality testing.
461
00:19:07,729 --> 00:19:10,315
North beam builds tests
using your own MTA
462
00:19:10,315 --> 00:19:13,068
data, launches them directly
in ad platforms
463
00:19:13,068 --> 00:19:15,320
and automatically monitors
them throughout.
464
00:19:15,696 --> 00:19:19,449
If something threatens validity, you're
alerted before it ruins the result.
465
00:19:19,783 --> 00:19:21,994
With North beam, you can launch tests in
466
00:19:21,994 --> 00:19:25,247
platform with a single click,
saving you tons of time
467
00:19:25,330 --> 00:19:27,249
and reducing any chance for errors.
468
00:19:27,499 --> 00:19:30,460
And when the test concludes,
your results flow
469
00:19:30,460 --> 00:19:33,338
straight into your MTA, meaning
you can easily
470
00:19:33,338 --> 00:19:35,549
see results alongside the
rest of your data.
471
00:19:35,799 --> 00:19:37,217
Incrementality was broken.
472
00:19:37,509 --> 00:19:38,594
North beam fixed it.
473
00:19:39,219 --> 00:19:39,887
No discount.
474
00:19:41,513 --> 00:19:44,099
It's like 20% discount here.
475
00:19:44,349 --> 00:19:46,393
It's really not really incentivizing any
476
00:19:46,393 --> 00:19:49,897
action on like the middle
or bigger bundle.
477
00:19:50,105 --> 00:19:51,189
It's really difficult.
478
00:19:51,189 --> 00:19:53,025
I think the visual of it
is very important.
479
00:19:53,442 --> 00:19:57,988
When you land on the site or the PDP or
offer page, now it's the same thing.
480
00:19:58,238 --> 00:19:59,990
You need to understand what's going on.
481
00:20:00,157 --> 00:20:03,160
A lot of brands, they have
it designed so badly.
482
00:20:03,160 --> 00:20:07,623
Like in a way where it's like things
are so messy, right?
483
00:20:08,081 --> 00:20:12,586
The paragraphs that they have is like four
paragraphs under the image carousel.
484
00:20:12,628 --> 00:20:15,923
Like that whole like, and
it looks super bad.
485
00:20:16,298 --> 00:20:17,507
The four paragraphs in.
486
00:20:17,799 --> 00:20:19,426
And then you have like another
offer, which
487
00:20:19,426 --> 00:20:21,678
is like four blocks long,
you know, or like
488
00:20:21,678 --> 00:20:24,640
five blocks long of like the different
tiered discounts, for example.
489
00:20:24,932 --> 00:20:27,476
And that just does like extremely
horribly.
490
00:20:27,476 --> 00:20:27,726
Why?
491
00:20:27,768 --> 00:20:30,145
Because when customers land, they
don't know what's going on.
492
00:20:30,145 --> 00:20:31,730
They don't know what you stand for.
493
00:20:31,772 --> 00:20:35,484
It takes too much time to read
what you're saying.
494
00:20:35,525 --> 00:20:37,069
It takes too much time to understand
the offer.
495
00:20:37,069 --> 00:20:39,279
So one of the things is like
simplify the offer.
496
00:20:39,488 --> 00:20:42,991
Try and put that higher kind of discount
threshold as well.
497
00:20:42,991 --> 00:20:46,787
Like raise your MSRP, bigger
discount, you know?
498
00:20:46,912 --> 00:20:47,871
So like that.
499
00:20:47,913 --> 00:20:49,957
And they're like standard offers that you
500
00:20:49,957 --> 00:20:53,293
can run nowadays with like
supplements is like
501
00:20:53,293 --> 00:20:55,337
buy one, buy two, get one,
buy three, get two.
502
00:20:55,671 --> 00:20:59,299
For any type of multi-skew
or single product
503
00:20:59,758 --> 00:21:02,010
multi-skew, like different
color brand, you
504
00:21:02,010 --> 00:21:05,305
can run like more of the javvy
style offer pages.
505
00:21:05,305 --> 00:21:06,682
Those are like our go-tos right now.
506
00:21:07,432 --> 00:21:07,683
Yeah.
507
00:21:07,933 --> 00:21:09,309
So bad offers.
508
00:21:09,434 --> 00:21:10,102
It's confusing.
509
00:21:10,102 --> 00:21:11,520
There's like way too many things like the
510
00:21:11,561 --> 00:21:13,522
customer has to do math to
try to understand
511
00:21:13,522 --> 00:21:14,356
the economics.
512
00:21:14,398 --> 00:21:15,691
Like that's a good example of that.
513
00:21:15,691 --> 00:21:17,275
And then like the low percentage.
514
00:21:18,193 --> 00:21:18,443
Yeah.
515
00:21:18,443 --> 00:21:19,403
It's too confusing.
516
00:21:19,403 --> 00:21:20,404
It doesn't look like a good deal.
517
00:21:20,570 --> 00:21:22,030
It just needs to feel like a good deal.
518
00:21:22,030 --> 00:21:22,739
They land on it.
519
00:21:23,031 --> 00:21:26,451
Your ad needs to do all that persuasion
makes them like really want to perk.
520
00:21:26,493 --> 00:21:28,620
And then they land and see what you have,
521
00:21:28,662 --> 00:21:30,080
maybe some reinforcement,
but then you see
522
00:21:30,080 --> 00:21:31,623
your offer is like, okay,
this makes sense.
523
00:21:31,873 --> 00:21:32,791
You know, do I want to fork?
524
00:21:32,833 --> 00:21:34,376
Then the question in your
head is like, do I
525
00:21:34,376 --> 00:21:36,670
want to fork out this dollar
amount for what
526
00:21:36,670 --> 00:21:38,839
I just, you know, heard through an ad?
527
00:21:38,880 --> 00:21:39,214
Yeah.
528
00:21:39,464 --> 00:21:41,341
And so you mentioned a couple of things
in there that was interesting.
529
00:21:41,341 --> 00:21:43,510
So like the idea of like stacking and you
530
00:21:43,510 --> 00:21:44,970
can kind of do that with
buy more, save more
531
00:21:44,970 --> 00:21:48,348
while also like playing with
the MSRP value.
532
00:21:48,515 --> 00:21:50,267
And I think particularly
in the supplement
533
00:21:50,267 --> 00:21:51,977
space, like there's a couple
of outs that people
534
00:21:51,977 --> 00:21:52,728
are going right now.
535
00:21:52,769 --> 00:21:55,272
It's buy more, save more or subscription
536
00:21:55,272 --> 00:21:58,025
only or some kind of like blended
version of the
537
00:21:58,025 --> 00:21:58,400
two.
538
00:21:58,734 --> 00:22:00,527
I think like that's, that's
pretty common.
539
00:22:00,819 --> 00:22:03,280
But when people are doing
the BOGO, I guess
540
00:22:03,280 --> 00:22:05,073
this is actually true of the
subscription offer
541
00:22:05,073 --> 00:22:05,532
as well.
542
00:22:06,199 --> 00:22:10,120
They're kind of like, it's like, okay, what
is all in that first, that first order?
543
00:22:10,328 --> 00:22:14,499
It's like, okay, we're going to throw in, you
get, you get, you're going to get the
544
00:22:14,499 --> 00:22:15,125
base products.
545
00:22:15,167 --> 00:22:17,210
You're probably going to get
a couple of free gifts.
546
00:22:17,461 --> 00:22:18,962
Then you're going to throw
in free shipping
547
00:22:19,004 --> 00:22:20,130
or you're going to throw in
shipping, which has
548
00:22:20,130 --> 00:22:21,089
a value assigned with it.
549
00:22:21,214 --> 00:22:23,550
So it's important to actually calculate
that entire MSRP.
550
00:22:24,009 --> 00:22:25,969
And then you do your markdown
on top of that.
551
00:22:26,887 --> 00:22:28,638
Is that kind of in the right direction?
552
00:22:28,680 --> 00:22:29,014
Yeah.
553
00:22:29,389 --> 00:22:32,100
I mean, I can talk about the offers
that work right now.
554
00:22:32,142 --> 00:22:33,935
Because technically there's
only like three
555
00:22:33,935 --> 00:22:35,812
different offers that brands
that are really
556
00:22:35,812 --> 00:22:38,356
scaling hard are doing.
557
00:22:38,482 --> 00:22:38,690
Right.
558
00:22:38,690 --> 00:22:41,193
It's that buy more, save
more, which is you,
559
00:22:41,359 --> 00:22:44,321
you, you buy one or you buy
two, get one and
560
00:22:44,321 --> 00:22:46,573
you buy three, get one or get two.
561
00:22:46,782 --> 00:22:49,493
The other one is more of
like what Marsman
562
00:22:49,576 --> 00:22:52,829
does, which is like you do
the, the, the, like
563
00:22:52,829 --> 00:22:54,581
a subscription only at the front end.
564
00:22:54,790 --> 00:22:56,625
We're actually going back to the
buy more, save more.
565
00:22:56,750 --> 00:22:59,127
That is like the one-time version
that you can run.
566
00:22:59,419 --> 00:23:03,423
And then you can run that 15, 20% discount
as well on top of that for subscription.
567
00:23:03,465 --> 00:23:05,509
And usually you see like a 60%
tick rate on that.
568
00:23:05,801 --> 00:23:06,051
Right.
569
00:23:06,259 --> 00:23:08,136
Best app to use that for
is Keqing Bundles.
570
00:23:08,136 --> 00:23:09,137
It's the easiest to do it.
571
00:23:09,471 --> 00:23:11,640
That's why the dropshipping demons do it.
572
00:23:11,765 --> 00:23:16,978
Use, but the, and then you have the, the,
the, the one that Marsman runs more.
573
00:23:16,978 --> 00:23:20,273
So it's, it's like that, like a bigger
discount up front, $39.
574
00:23:21,024 --> 00:23:22,943
I think you get a higher tick
rate from that for sure.
575
00:23:23,068 --> 00:23:25,987
And then the subsequent orders
are like $59, $59.
576
00:23:27,030 --> 00:23:28,949
And then the last one, which is more of
577
00:23:28,949 --> 00:23:32,077
like what Better Body Co-runs
and like Rejuvene
578
00:23:32,160 --> 00:23:34,329
that like those two companies,
they're like,
579
00:23:35,288 --> 00:23:37,874
last I saw it was like a buy
one and then you
580
00:23:37,874 --> 00:23:39,042
buy two and then you buy three.
581
00:23:39,501 --> 00:23:42,087
And then it's like $10 off,
something off,
582
00:23:42,087 --> 00:23:43,547
and then like $30 off, something
like that.
583
00:23:43,880 --> 00:23:46,800
But also not sure how well that is doing
584
00:23:46,800 --> 00:23:49,469
for them, but it doesn't
seem to have, they
585
00:23:49,511 --> 00:23:52,806
haven't seemed to have grown that much
from, from the past couple of years.
586
00:23:52,806 --> 00:23:55,892
But probably has, I don't know, it's
looking at traffic wise.
587
00:23:55,976 --> 00:23:56,852
How are you testing this?
588
00:23:56,935 --> 00:23:58,019
Like, how are you testing
in the ad account?
589
00:23:58,186 --> 00:24:01,148
Is it like in the ad account, you're doing
separate ad sets and doing ABO?
590
00:24:01,356 --> 00:24:03,275
Are you doing IntelliGems on the backend?
591
00:24:03,358 --> 00:24:04,568
Like, I think there's, there's so many
592
00:24:04,568 --> 00:24:06,278
ways to be able to try to
test and I feel like
593
00:24:06,278 --> 00:24:08,613
offers is like a really complicated
thing to test.
594
00:24:08,697 --> 00:24:12,576
It is, well, there's two ways, right?
595
00:24:12,659 --> 00:24:17,080
You either throw it in, like
you, you add like
596
00:24:17,080 --> 00:24:21,126
a UTM parameter that triggers
this experiment,
597
00:24:21,334 --> 00:24:25,130
like in a convert or IntelliGems, or you
598
00:24:25,130 --> 00:24:30,302
can shoot it to like your
best ads to the new
599
00:24:30,302 --> 00:24:32,554
kind of offer page or landing
page itself, right?
600
00:24:32,971 --> 00:24:36,349
I still fall into the lines of
like convert experiments.
601
00:24:36,558 --> 00:24:37,767
I'm a bit old fashioned that way.
602
00:24:38,143 --> 00:24:40,645
My business partner does all of the tests
603
00:24:40,687 --> 00:24:44,524
now through, through the,
through new ads,
604
00:24:44,900 --> 00:24:47,736
new ad, best ads to that landing page.
605
00:24:47,986 --> 00:24:50,363
What we found is that different
ads perform
606
00:24:50,447 --> 00:24:52,365
to that landing, if it's
a different landing
607
00:24:52,365 --> 00:24:52,824
page, let's say.
608
00:24:53,116 --> 00:24:54,868
But offers wise, usually same ads.
609
00:24:54,910 --> 00:24:58,413
I think, I'll presume the same ads would
perform, but that's two ways.
610
00:24:58,663 --> 00:24:59,664
That's the two ways.
611
00:24:59,831 --> 00:25:02,167
I honestly just like, like do a convert
612
00:25:02,167 --> 00:25:04,336
experiment because it's like
just way easier.
613
00:25:04,544 --> 00:25:07,297
Like I just throw it in, put
the URL parameters.
614
00:25:07,797 --> 00:25:11,384
I launch it and then it just tells
me like 20% up, right?
615
00:25:11,426 --> 00:25:12,010
For user.
616
00:25:12,010 --> 00:25:13,136
And I'm like, cool.
617
00:25:13,386 --> 00:25:14,137
That makes sense.
618
00:25:14,179 --> 00:25:17,057
And then I throw into cloud, profit,
profit analysis.
619
00:25:17,057 --> 00:25:17,891
Does that make sense?
620
00:25:17,933 --> 00:25:18,225
Okay.
621
00:25:18,225 --> 00:25:18,892
It makes sense.
622
00:25:18,975 --> 00:25:19,267
Great.
623
00:25:19,267 --> 00:25:20,101
You know, it's a winning thing.
624
00:25:20,393 --> 00:25:22,270
Like that's how, how we do things.
625
00:25:22,270 --> 00:25:26,483
But my business partner now has gone into
the route of more so like, um, ad set.
626
00:25:26,775 --> 00:25:29,194
And then after that to new,
new landing page.
627
00:25:29,319 --> 00:25:29,611
But yeah.
628
00:25:29,694 --> 00:25:31,655
How much are you thinking
about like offers?
629
00:25:32,113 --> 00:25:34,658
If you are like on the, on the,
the, the rebuild side.
630
00:25:34,658 --> 00:25:36,576
So like from a subscription
perspective, like,
631
00:25:36,868 --> 00:25:39,037
are you charging, like thinking
about charging,
632
00:25:39,287 --> 00:25:40,664
shipping on, on a rebuild?
633
00:25:40,705 --> 00:25:41,706
Is the price going up?
634
00:25:41,706 --> 00:25:42,415
Is it going down?
635
00:25:42,415 --> 00:25:43,500
Are you throwing in free gifts?
636
00:25:43,500 --> 00:25:44,459
Like, are you, are you thinking about the
637
00:25:44,459 --> 00:25:46,711
retention piece and the offer
for rebuilds?
638
00:25:46,753 --> 00:25:49,005
So many of the clients that
we have scaled
639
00:25:49,005 --> 00:25:51,549
right now, uh, just like
more so one time.
640
00:25:51,675 --> 00:25:54,886
So like a 10 mil per month client is a
one time purchase kind of thing.
641
00:25:54,886 --> 00:25:59,015
Very small subscription after, um,
we also have skincare.
642
00:25:59,182 --> 00:26:02,644
Um, but you know, like we're starting to
643
00:26:02,686 --> 00:26:05,855
push this like piece a bit
more in terms of the
644
00:26:05,855 --> 00:26:06,606
retention side.
645
00:26:06,856 --> 00:26:09,693
One great piece of advice
that, um, Zach did
646
00:26:09,901 --> 00:26:12,320
give me was to like, you
know, free shipping
647
00:26:12,320 --> 00:26:12,737
up front.
648
00:26:12,737 --> 00:26:16,658
But after that you charge them $8.795
or something like that.
649
00:26:16,908 --> 00:26:18,618
And that, um, we have implemented.
650
00:26:18,868 --> 00:26:20,787
So this new brand that we just onboarded
651
00:26:21,079 --> 00:26:23,081
is the one that I've stopped
off like this.
652
00:26:23,081 --> 00:26:26,334
It's like, they were losing money
for a lot of months now.
653
00:26:26,543 --> 00:26:28,753
Um, went from like negative 24k.
654
00:26:29,212 --> 00:26:32,048
And then like the next month
was 10k net profit.
655
00:26:32,424 --> 00:26:34,843
Then the next month, this
month, um, should
656
00:26:34,843 --> 00:26:37,595
be like 50k in that profit
based off what we've
657
00:26:37,595 --> 00:26:37,929
seen.
658
00:26:38,471 --> 00:26:42,767
Um, and that, that was just all based
off like an offer change, right?
659
00:26:42,892 --> 00:26:47,647
We modeled that Javi framework, multi skew,
um, different, different flavors.
660
00:26:47,731 --> 00:26:50,984
And then the MSRP were just too low.
661
00:26:51,276 --> 00:26:56,281
The co-founder told me like, um, oh,
I think the price is too high.
662
00:26:56,281 --> 00:26:58,491
Or like, I don't even think
we can charge it much.
663
00:26:58,491 --> 00:26:59,409
I'm like, fuck it.
664
00:26:59,451 --> 00:26:59,784
Just run.
665
00:27:00,035 --> 00:27:00,410
Let's see.
666
00:27:00,785 --> 00:27:02,162
Let's, let's run it and see.
667
00:27:02,370 --> 00:27:05,957
And, and, you know, this, this is literally
what your competitors charge.
668
00:27:06,207 --> 00:27:07,625
You're charging way less than them.
669
00:27:07,792 --> 00:27:10,462
Why don't you, you increase
your prices and,
670
00:27:10,670 --> 00:27:12,505
and, you know, so they went
from a one-time
671
00:27:12,547 --> 00:27:15,759
offer, which was buy one,
buy two, save like X
672
00:27:15,759 --> 00:27:17,802
percent, buy three, save X
percent, buy four,
673
00:27:17,886 --> 00:27:22,724
save X percent, which in and for itself
is like so big and long on screen.
674
00:27:23,058 --> 00:27:28,438
We moved it to that Javi offer page style,
you know, and, and that is sub first.
675
00:27:28,480 --> 00:27:29,939
And then after that one-time purchase
676
00:27:29,981 --> 00:27:32,275
option, it's like, if you click
on it and go to the
677
00:27:32,275 --> 00:27:33,610
site, no free gifts.
678
00:27:33,735 --> 00:27:39,115
We raised MS, MSRP to like $74.95 and
then we gave it a 50% discount.
679
00:27:39,366 --> 00:27:41,659
And then the sub, the, the,
the interesting
680
00:27:41,659 --> 00:27:44,329
thing is, is that the conversion
rate has stayed
681
00:27:44,329 --> 00:27:45,080
roughly the same.
682
00:27:45,080 --> 00:27:47,707
Like, like, um, the conversion
rate has stayed
683
00:27:47,707 --> 00:27:50,377
the same as it was a 4% increase
in conversion
684
00:27:50,377 --> 00:27:54,422
rate and like a 18 or 15% increase
in revenue per user.
685
00:27:54,672 --> 00:27:57,509
And we're getting subscriptions
like every single day.
686
00:27:57,759 --> 00:28:00,220
They like, we're going to
get more, like in
687
00:28:00,220 --> 00:28:01,554
two months time, we're going
to get the entire
688
00:28:01,721 --> 00:28:03,515
subscription thing that they
have been doing
689
00:28:03,515 --> 00:28:06,518
for like the past year plus
year to two years.
690
00:28:06,726 --> 00:28:07,268
And it's a script.
691
00:28:07,477 --> 00:28:11,856
And usually with subscription, you see like
a negative 10, 15% gram per user.
692
00:28:11,856 --> 00:28:14,317
So it's like this, that was
like an insane win.
693
00:28:14,359 --> 00:28:16,945
And it was also predominantly
by increasing price.
694
00:28:17,112 --> 00:28:18,405
Now we're going to get free gifts.
695
00:28:18,780 --> 00:28:20,073
It's, and the gifts are going
to be related
696
00:28:20,073 --> 00:28:22,659
to kind of the, the product
that they sell.
697
00:28:22,951 --> 00:28:25,078
And it's going to like convert
even better.
698
00:28:25,120 --> 00:28:26,913
And so then there are a
lot, a lot of spit
699
00:28:26,913 --> 00:28:28,373
tests that you can do, especially
on the Javi
700
00:28:28,373 --> 00:28:28,998
style page.
701
00:28:29,124 --> 00:28:30,375
We can talk about that if you want.
702
00:28:31,543 --> 00:28:31,751
But yeah.
703
00:28:31,876 --> 00:28:32,293
Yeah.
704
00:28:32,293 --> 00:28:33,920
The MSRP thing is so interesting because
705
00:28:33,920 --> 00:28:36,589
at the same event that like
whatever a year
706
00:28:36,589 --> 00:28:40,844
ago where we were all in the same room, but
we didn't meet when you talked to Zach.
707
00:28:41,052 --> 00:28:42,512
Zach, I'm pretty sure we
sat down with like
708
00:28:42,512 --> 00:28:44,472
a handful of brand owners
and like I watched
709
00:28:44,472 --> 00:28:46,015
you talk to them about their offer.
710
00:28:46,391 --> 00:28:50,353
And they were like, they were really hung
up on like MSRP and changing it.
711
00:28:50,395 --> 00:28:51,646
And you just, I don't know if you even
712
00:28:51,646 --> 00:28:53,148
remember this conversation,
but you were basically
713
00:28:53,148 --> 00:28:57,569
like, you just need to change it until
like the offer makes sense.
714
00:28:57,569 --> 00:28:58,945
And like the offer looks
compelling enough.
715
00:29:00,196 --> 00:29:01,865
Like you sat with them and
it was just like,
716
00:29:01,990 --> 00:29:03,950
you just have to continue
to like manipulate
717
00:29:03,950 --> 00:29:05,493
some baby, an aggressive
word, but like you
718
00:29:05,493 --> 00:29:06,870
have to continue to manipulate
and like, don't
719
00:29:06,870 --> 00:29:07,996
be afraid to change the MSRP.
720
00:29:09,122 --> 00:29:11,040
That really stuck with me
because like people
721
00:29:11,040 --> 00:29:12,500
don't, like they don't, they
don't change the
722
00:29:12,500 --> 00:29:13,001
base price.
723
00:29:13,001 --> 00:29:13,960
Because Brian, to your point,
like they're
724
00:29:13,960 --> 00:29:16,838
worried that it seems too high,
maybe by comparison
725
00:29:16,838 --> 00:29:20,216
to like what the market is saying, or like
they don't think that they can, they can
726
00:29:20,341 --> 00:29:20,925
justify that.
727
00:29:21,009 --> 00:29:22,093
Zach, I don't know if there's
anything else
728
00:29:22,093 --> 00:29:24,304
that you remember from that
conversation or offer.
729
00:29:24,304 --> 00:29:24,429
Yeah.
730
00:29:24,554 --> 00:29:26,347
I mean, I just, I gave them
the example of
731
00:29:26,347 --> 00:29:28,766
hollow, which is like, dude,
like we shouldn't
732
00:29:28,766 --> 00:29:30,894
be charging 50, $60 for a single pair of
733
00:29:30,894 --> 00:29:33,897
socks, but to hit the, to hit
the discount and offer
734
00:29:33,897 --> 00:29:35,273
that we want to, to make it compelling
735
00:29:35,273 --> 00:29:37,942
enough to buy, to hit the AOV
versus the NCOC that
736
00:29:37,942 --> 00:29:40,695
I have to have to back out
to the math works.
737
00:29:40,862 --> 00:29:44,240
Like you sometimes have to increase prices
that you can play with offers.
738
00:29:44,908 --> 00:29:47,869
And yeah, their performance wasn't hitting
where they needed it to be.
739
00:29:47,869 --> 00:29:50,455
I'm like, it's not going
to fix by you, by
740
00:29:50,455 --> 00:29:52,957
you not messing with this,
like this offer
741
00:29:52,957 --> 00:29:53,374
dynamic.
742
00:29:53,374 --> 00:29:54,125
You just have to try.
743
00:29:54,167 --> 00:29:54,417
Yeah.
744
00:29:54,417 --> 00:29:57,754
So yeah, I mean, that's,
that's usually the
745
00:29:57,754 --> 00:29:59,839
brands candidly that are
stuck at that like
746
00:29:59,839 --> 00:30:01,883
sub few hundred K a month in revenue.
747
00:30:01,925 --> 00:30:03,426
And they're like, I just like
can't break through
748
00:30:03,426 --> 00:30:05,053
or like, we're just not profitable
and just can't
749
00:30:05,053 --> 00:30:05,553
get it to work.
750
00:30:05,762 --> 00:30:07,889
Almost always it's like an offer problem.
751
00:30:07,889 --> 00:30:09,933
And then obviously like,
you know, creative
752
00:30:09,933 --> 00:30:12,018
is a huge piece of this,
but almost always
753
00:30:12,018 --> 00:30:13,353
I think it's like an offer issue.
754
00:30:13,937 --> 00:30:14,229
Yeah.
755
00:30:14,229 --> 00:30:15,813
So yeah, Brian's, Brian's right.
756
00:30:15,813 --> 00:30:17,524
Exactly how, I mean, I think more brands
757
00:30:17,524 --> 00:30:19,150
need to be aggressive when
it comes to pricing
758
00:30:19,150 --> 00:30:19,859
and stuff like that.
759
00:30:19,859 --> 00:30:22,028
Cause yeah, if you're torching cash, it's
760
00:30:22,028 --> 00:30:23,821
not working like an offer
change can literally
761
00:30:23,821 --> 00:30:24,697
turn the business around.
762
00:30:24,781 --> 00:30:25,073
Yeah.
763
00:30:25,240 --> 00:30:25,615
Yeah.
764
00:30:25,907 --> 00:30:27,700
We ran a pricing test recently.
765
00:30:28,409 --> 00:30:28,618
Yeah.
766
00:30:28,618 --> 00:30:30,370
It was a quick kind of quicker
pricing test that we ran.
767
00:30:30,787 --> 00:30:34,541
It's a high AOV call it in
like the $400 range.
768
00:30:34,874 --> 00:30:37,252
The MSRP kind of like close to $500.
769
00:30:38,127 --> 00:30:40,922
And it was just like an awkward
in between number.
770
00:30:41,798 --> 00:30:42,757
Like I'll pick a random number.
771
00:30:42,757 --> 00:30:45,760
Like for example, it was 297 or 279.
772
00:30:46,177 --> 00:30:48,846
It's like 279, like the 79
feels super random.
773
00:30:49,097 --> 00:30:52,225
It's like not quite 299, but
it's also not 249.
774
00:30:52,392 --> 00:30:53,643
It's just like this awkward spot.
775
00:30:53,726 --> 00:30:57,689
And so we push them to drop it to just
like get it below the next threshold.
776
00:30:57,730 --> 00:30:59,524
Like they were running a
$50 discount to get
777
00:30:59,524 --> 00:31:02,402
it to 229, but 229 still feels
kind of random.
778
00:31:02,902 --> 00:31:04,571
So like, okay, try pushing into 199.
779
00:31:05,405 --> 00:31:09,826
And we saw like a 40% lift in profit per
780
00:31:09,826 --> 00:31:12,120
session while also being able
to scale substantially
781
00:31:12,120 --> 00:31:12,537
further.
782
00:31:13,079 --> 00:31:14,163
And then just like a couple of times
783
00:31:14,163 --> 00:31:16,708
throughout the month for various
reasons, which we don't
784
00:31:16,708 --> 00:31:17,292
need to get into.
785
00:31:17,542 --> 00:31:19,919
It's like they go to full
MSRP and it's like
786
00:31:20,545 --> 00:31:23,506
MER gets shittier and they
lose 50% of their
787
00:31:23,506 --> 00:31:25,258
spend volume for the course of that week.
788
00:31:25,258 --> 00:31:28,303
Unless we try to hold it to like continue
to like maintain whatever funnel.
789
00:31:28,553 --> 00:31:32,849
Um, and it's just like, it's insane what
just those, those small changes can do.
790
00:31:32,849 --> 00:31:35,268
Even if it's like the change
is not that meaningful.
791
00:31:35,310 --> 00:31:38,062
It was a, it was a $30 change on
a really expensive product.
792
00:31:39,022 --> 00:31:41,983
And, uh, it, yeah, 40% increase
in profit per session.
793
00:31:42,066 --> 00:31:42,483
Insane.
794
00:31:43,234 --> 00:31:45,570
The, it's just pricing psychology.
795
00:31:46,195 --> 00:31:53,286
It's like, why have your price at 35.99
when you can have it at 39.99?
796
00:31:53,745 --> 00:31:55,788
Like, or 30, why you have
your price at 37,
797
00:31:56,039 --> 00:31:59,792
38.99 when you can have your
price at 39.99,
798
00:32:00,126 --> 00:32:00,376
right?
799
00:32:00,710 --> 00:32:02,170
It's, it's something that
also, that's how
800
00:32:02,170 --> 00:32:04,380
you can squeeze a couple of
dollars of profit,
801
00:32:04,589 --> 00:32:06,924
um, per, like for order whatsoever.
802
00:32:07,216 --> 00:32:08,676
And, and something like,
for example, a lot
803
00:32:08,676 --> 00:32:10,762
of people run the, the buy
one, buy two, get
804
00:32:10,762 --> 00:32:12,388
one, buy three, get two.
805
00:32:12,639 --> 00:32:15,558
And then you run the, the sub
offer on top of that.
806
00:32:15,892 --> 00:32:16,142
Right.
807
00:32:16,267 --> 00:32:19,395
And so your, your sub fifth
after 15%, you
808
00:32:19,395 --> 00:32:21,356
get your prices at, let's
say you start at 29,
809
00:32:21,731 --> 00:32:26,653
you get your prices to like, I don't know,
20, 22.99 or something like that.
810
00:32:26,861 --> 00:32:31,699
Why not make that like the, after the discount,
after the sub discount, 24.99.
811
00:32:32,158 --> 00:32:33,034
It's the same thing.
812
00:32:33,201 --> 00:32:34,410
You're going to make more money off that.
813
00:32:34,410 --> 00:32:36,746
You're going to get the same conversion
rate, a higher revenue per user.
814
00:32:36,746 --> 00:32:37,163
Why?
815
00:32:37,246 --> 00:32:39,248
Just because like people
view it the same.
816
00:32:39,666 --> 00:32:41,125
That's why all the stores,
they put it like,
817
00:32:41,417 --> 00:32:44,545
and at 9.99 or 9.97 or some
bullshit like that.
818
00:32:44,921 --> 00:32:49,133
So it's like, yeah, it's like the pricing
part is so important.
819
00:32:49,133 --> 00:32:51,594
I see so many people, they put
like their price at $85.
820
00:32:52,011 --> 00:32:53,805
I'm like, why not $89?
821
00:32:54,681 --> 00:32:56,808
It's like, why put it at 85?
822
00:32:56,974 --> 00:32:59,769
So like, that's how you squeeze.
823
00:33:00,019 --> 00:33:01,688
Like, this is where we like
squeeze so much
824
00:33:01,688 --> 00:33:03,898
of the profit, all these little
small changes
825
00:33:03,898 --> 00:33:05,149
that we've made onto the site.
826
00:33:05,233 --> 00:33:07,068
And if like so many more
like CRO wins that
827
00:33:07,068 --> 00:33:10,071
can go through, they're like
super obvious,
828
00:33:10,071 --> 00:33:13,449
but like have really made a substantial
difference to our business.
829
00:33:13,741 --> 00:33:16,160
Even though we don't run CRO, it's
just like common sense.
830
00:33:16,160 --> 00:33:19,163
You know, like we're not a CRO agency,
but we technically run it like that.
831
00:33:19,330 --> 00:33:20,957
The Amazon thing is super interesting
832
00:33:20,957 --> 00:33:22,875
because the one I just, the
one that I was talking
833
00:33:22,875 --> 00:33:25,044
about, they did the, they intentionally
did it.
834
00:33:25,128 --> 00:33:27,130
Well, they intentionally left
the MSRP higher.
835
00:33:27,130 --> 00:33:28,548
They didn't like go raise
the price, but like
836
00:33:28,548 --> 00:33:30,258
Amazon, and I'm sure there's
like some Amazon
837
00:33:30,258 --> 00:33:31,509
pricing things you have to consider for
838
00:33:31,509 --> 00:33:33,761
this, but their Amazon is
listed at the MSRP.
839
00:33:33,761 --> 00:33:35,972
And then they have a nice
little, you know,
840
00:33:36,180 --> 00:33:37,765
it's not an always on offer
on the website,
841
00:33:37,974 --> 00:33:38,683
but same thing.
842
00:33:38,766 --> 00:33:41,394
Like it launched on Amazon and the
website stayed the same.
843
00:33:42,478 --> 00:33:46,232
Pricing was better on the website by a small
amount, even though MSRP was listed.
844
00:33:46,232 --> 00:33:47,900
So there was a discount
and they saw like,
845
00:33:48,067 --> 00:33:50,778
okay, yeah, Amazon went from
zero to a couple
846
00:33:50,778 --> 00:33:51,654
thousand dollars a day.
847
00:33:51,779 --> 00:33:53,448
But the website went from, you know,
848
00:33:53,573 --> 00:33:57,660
whatever, 50K a day to 60, 70K
a day, because to your
849
00:33:57,660 --> 00:34:00,413
point, like the pricing psychology and like,
oh, now it feels like a better offer.
850
00:34:00,413 --> 00:34:01,289
They saw the exact same thing.
851
00:34:02,457 --> 00:34:03,791
Since we're going, since
we're going bar for
852
00:34:03,791 --> 00:34:05,209
bar on tests right now, let
me tell you about
853
00:34:05,209 --> 00:34:05,668
a loser.
854
00:34:06,043 --> 00:34:06,794
It's pissing me off.
855
00:34:08,421 --> 00:34:11,007
We launched a, we have a test
rolling right now.
856
00:34:11,090 --> 00:34:12,467
It's just a, it's a PDP test.
857
00:34:12,508 --> 00:34:14,886
Well, the original version,
when they redid
858
00:34:14,886 --> 00:34:17,180
the PDP, they relaunched
it with like an AI
859
00:34:17,180 --> 00:34:18,264
summary of the reviews.
860
00:34:18,473 --> 00:34:20,224
And to me, I'm like, okay,
that's interesting.
861
00:34:20,224 --> 00:34:21,851
Like Amazon's got the AI summary,
but like, I
862
00:34:21,851 --> 00:34:23,561
just feel like customers are
kind of like averse
863
00:34:23,561 --> 00:34:24,687
to AI things.
864
00:34:25,313 --> 00:34:26,939
Maybe not with reviews because it's on
865
00:34:26,939 --> 00:34:28,691
Amazon, there's that summary,
but there was no, you
866
00:34:28,691 --> 00:34:29,901
couldn't read actual reviews.
867
00:34:30,359 --> 00:34:31,819
And to me, I was just like,
felt like, ah,
868
00:34:32,153 --> 00:34:33,321
it feels weird, especially
because there's
869
00:34:33,321 --> 00:34:36,866
tons of glowing, like they have great reviews,
4.7 stars, tons of awesome photos.
870
00:34:37,116 --> 00:34:37,825
Everything is great.
871
00:34:38,117 --> 00:34:39,202
So the test we're running
right now is the
872
00:34:39,202 --> 00:34:42,038
summarize version against the full review
873
00:34:42,038 --> 00:34:42,371
widget.
874
00:34:43,247 --> 00:34:46,083
The summarize version is winning
by 10% profit per session.
875
00:34:46,167 --> 00:34:46,918
And it's pissing me off.
876
00:34:46,918 --> 00:34:48,002
It's like, it makes no sense to me.
877
00:34:48,044 --> 00:34:49,378
Because like, to me, it's
like, you'd want,
878
00:34:49,712 --> 00:34:52,215
you would assume customers
on a high AOV product
879
00:34:52,215 --> 00:34:55,051
would want to read real authentic
reviews from other humans.
880
00:34:55,343 --> 00:34:57,261
Um, but apparently they like the, the
881
00:34:57,261 --> 00:34:59,138
summarize version and it literally
says AI summary.
882
00:34:59,222 --> 00:35:01,140
No, no, but that's a really good idea.
883
00:35:01,182 --> 00:35:01,849
That's interesting.
884
00:35:02,099 --> 00:35:03,643
Um, that'd be super interesting.
885
00:35:03,643 --> 00:35:06,562
That, um, what's front row, front row
MD just came out with that.
886
00:35:06,562 --> 00:35:08,773
A bunch of people are testing this
like clinicians AI thing.
887
00:35:08,773 --> 00:35:09,690
I don't know if you guys have seen that.
888
00:35:09,899 --> 00:35:10,525
IMAID's doing it.
889
00:35:10,525 --> 00:35:11,818
And I know a couple other
brands are doing
890
00:35:11,818 --> 00:35:14,153
it where you land on a PDP
and you can ask
891
00:35:14,362 --> 00:35:16,364
clinician AI about the product.
892
00:35:16,489 --> 00:35:17,490
Um, super interesting.
893
00:35:17,490 --> 00:35:18,950
We tried to, I tried to
break it yesterday
894
00:35:18,950 --> 00:35:21,118
for IMA by asking it like,
will this heal,
895
00:35:21,202 --> 00:35:22,787
cure my whatever disease?
896
00:35:23,663 --> 00:35:26,165
And it was, it was, it was pretty
good about response.
897
00:35:26,624 --> 00:35:27,375
Yeah, I'm sure.
898
00:35:27,375 --> 00:35:28,668
I go follow Brian on X.
899
00:35:28,793 --> 00:35:32,338
Brian, B-R-I-N-N-J-H-O on X.
900
00:35:32,421 --> 00:35:33,589
Brian, thanks for being here, man.
901
00:35:33,673 --> 00:35:34,173
This is great.
902
00:35:34,340 --> 00:35:34,674
Thanks, man.
903
00:35:37,552 --> 00:35:42,056
The only way that we grow this podcast is
by you sharing it with your friends.
904
00:35:42,056 --> 00:35:44,976
Honestly, like reviews kind of don't really
mean anything too much anymore.
905
00:35:45,017 --> 00:35:48,479
They're really meaningful, but they don't
do a lot for the growth of the podcast.
906
00:35:48,563 --> 00:35:54,360
Um, and so sharing YouTube links, sharing Spotify
links, sharing Apple, whatever we
907
00:35:54,360 --> 00:35:55,820
call it under the podcast app.
908
00:35:55,820 --> 00:35:59,782
Now, anything you can share the
better we're going to be.
909
00:35:59,866 --> 00:36:01,701
Um, guys, anything else you
want to say on this?
910
00:36:01,784 --> 00:36:02,118
Yeah.
911
00:36:02,159 --> 00:36:05,037
Please go check us out on YouTube,
rack up those views for us.
912
00:36:05,037 --> 00:36:05,872
We'd love to see it.
913
00:36:05,913 --> 00:36:08,165
And then subscribe, make sure to
subscribe on YouTube as well.
914
00:36:08,332 --> 00:36:10,001
And I relentlessly refresh the YouTube
915
00:36:10,001 --> 00:36:11,961
comments because it dictates my
mental health for the
916
00:36:11,961 --> 00:36:12,086
day.
917
00:36:12,086 --> 00:36:13,671
So please say something nice
about all of us.
918
00:36:15,172 --> 00:36:16,048
Thank you, everyone.
919
00:36:16,132 --> 00:36:17,091
Thanks for listening.
920
00:36:17,133 --> 00:36:17,633
Honestly.