This 1 Strategy Grew Her Water Bottle Brand To 10M+ With Alicia Reynoso
Published on: December 9 2022 by MyWifeQuitHerJob Ecommerce Channel
This 1 Strategy Grew Her Water Bottle Brand To 10M+ With Alicia Reynoso
Table of Contents
This 1 Strategy Grew Her Water Bottle Brand To 10M+ With Alicia Reynoso
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | we had at that time like an email list |
| 00:00:02 | 00:00:06 | of like 70 000 people legitimately our |
| 00:00:04 | 00:00:08 | business had like two phases Amazon and |
| 00:00:06 | 00:00:10 | then 2019 turned on Facebook ads that |
| 00:00:08 | 00:00:13 | was when our email list went from like |
| 00:00:10 | 00:00:14 | 10 000 to 70. Welcome to the my wife |
| 00:00:13 | 00:00:17 | quarter job podcast today I'm really |
| 00:00:14 | 00:00:19 | happy to have Alicia Reynoso on the show |
| 00:00:17 | 00:00:21 | now Alicia is the founder of live |
| 00:00:19 | 00:00:23 | infinitely which is a brand that sells |
| 00:00:21 | 00:00:24 | water bottles and outdoor gear online |
| 00:00:23 | 00:00:27 | which she grew to eight figures before |
| 00:00:24 | 00:00:30 | selling it selling water bottles is a |
| 00:00:27 | 00:00:31 | tough business it's a commodity tons of |
| 00:00:30 | 00:00:34 | companies that sell them but Alicia |
| 00:00:31 | 00:00:37 | succeeded by building communities and |
| 00:00:34 | 00:00:39 | these communities gave her exposure and |
| 00:00:37 | 00:00:41 | loyalty from her customer list which |
| 00:00:39 | 00:00:43 | allowed her to charge premium pricing |
| 00:00:41 | 00:00:46 | for her products so in this episode |
| 00:00:43 | 00:00:47 | Alicia is going to teach us exactly how |
| 00:00:46 | 00:00:49 | she built up Ray figure water bottle |
| 00:00:47 | 00:00:51 | business and with that welcome the show |
| 00:00:49 | 00:00:53 | yeah and thanks so much for having me |
| 00:00:51 | 00:00:55 | it's so funny that uh you say that |
| 00:00:53 | 00:00:56 | because my boyfriend was actually the |
| 00:00:55 | 00:00:57 | one that |
| 00:00:56 | 00:01:00 | um was like we should sell water bottles |
| 00:00:57 | 00:01:02 | and I was like are you crazy |
| 00:01:00 | 00:01:04 | so competitive we had started off with |
| 00:01:02 | 00:01:06 | like like a cooling towel or something |
| 00:01:04 | 00:01:07 | like that that didn't work out and then |
| 00:01:06 | 00:01:08 | he's like let's do water bottles and I |
| 00:01:07 | 00:01:11 | was like you want to compete against |
| 00:01:08 | 00:01:12 | Nalgene and Nike and um so it's just |
| 00:01:11 | 00:01:15 | funny you mentioned that because it was |
| 00:01:12 | 00:01:17 | it's it's it's a silly competitive |
| 00:01:15 | 00:01:19 | market to enter for your first product |
| 00:01:17 | 00:01:20 | for sure well there's like four or five |
| 00:01:19 | 00:01:23 | big Brands just right off the top of my |
| 00:01:20 | 00:01:25 | head yeah yeah |
| 00:01:23 | 00:01:27 | so I'm very curious I mean well okay |
| 00:01:25 | 00:01:29 | let's let's start with that like why did |
| 00:01:27 | 00:01:32 | you choose water bottles are you a |
| 00:01:29 | 00:01:34 | boyfriend yeah so well we got started |
| 00:01:32 | 00:01:35 | back when it was just like Amazon FBA |
| 00:01:34 | 00:01:37 | that was like |
| 00:01:35 | 00:01:40 | um what year was that |
| 00:01:37 | 00:01:43 | 2014-15 14 is when the cooling Town |
| 00:01:40 | 00:01:43 | launched it was a failure 15 is when we |
| 00:01:43 | 00:01:45 | um |
| 00:01:43 | 00:01:47 | picked the water bottle so really 15 was |
| 00:01:45 | 00:01:51 | like the birth of it all um but we were |
| 00:01:47 | 00:01:53 | like trying in 2014 too but it was 2015 |
| 00:01:51 | 00:01:55 | we did like the amazing course |
| 00:01:53 | 00:01:58 | um and everything like that and we were |
| 00:01:55 | 00:02:00 | just looking at the seller ranks and I |
| 00:01:58 | 00:02:02 | knew from the very beginning like live |
| 00:02:00 | 00:02:04 | infinitely was my brand and I knew from |
| 00:02:02 | 00:02:05 | the very beginning I wanted to create a |
| 00:02:04 | 00:02:08 | brand I didn't want to just like pick |
| 00:02:05 | 00:02:10 | products and sure and sell them so I |
| 00:02:08 | 00:02:12 | wanted my brand to stand for like live |
| 00:02:10 | 00:02:14 | infinitely the name means to live your |
| 00:02:12 | 00:02:16 | life with infinite possibilities like |
| 00:02:14 | 00:02:17 | you could do or achieve anything |
| 00:02:16 | 00:02:20 | um so that was a message that I wanted |
| 00:02:17 | 00:02:21 | to share through my brand so I wanted it |
| 00:02:20 | 00:02:23 | to be like something like Fitness |
| 00:02:21 | 00:02:24 | Outdoors like getting out there like |
| 00:02:23 | 00:02:25 | being healthy living your best life type |
| 00:02:24 | 00:02:28 | thing |
| 00:02:25 | 00:02:30 | um and so he just like was going through |
| 00:02:28 | 00:02:32 | you know the whole process uh back then |
| 00:02:30 | 00:02:34 | best seller Rank and saw fruit infuser |
| 00:02:32 | 00:02:36 | water bottles and like water bottles are |
| 00:02:34 | 00:02:39 | super Broad and competitive but like |
| 00:02:36 | 00:02:41 | sure through water bottles was like a |
| 00:02:39 | 00:02:42 | little bit like like niching down into |
| 00:02:41 | 00:02:44 | it |
| 00:02:42 | 00:02:47 | um and that's what we decided to go with |
| 00:02:44 | 00:02:49 | as our first product and because it was |
| 00:02:47 | 00:02:52 | a little bit different we were actually |
| 00:02:49 | 00:02:54 | able to be successful out of the gate on |
| 00:02:52 | 00:02:55 | Amazon because it was just like a normal |
| 00:02:54 | 00:02:56 | water bottles |
| 00:02:55 | 00:02:58 | um so let's start there were you brand |
| 00:02:56 | 00:03:00 | registered on Amazon for that first |
| 00:02:58 | 00:03:03 | product |
| 00:03:00 | 00:03:04 | um yes but it took a while like for the |
| 00:03:03 | 00:03:06 | first few years like we were just kind |
| 00:03:04 | 00:03:08 | of no we weren't I think honestly you |
| 00:03:06 | 00:03:10 | didn't get brand registered probably |
| 00:03:08 | 00:03:12 | until 2016 or something actually back in |
| 00:03:10 | 00:03:15 | the day it was super it was much easier |
| 00:03:12 | 00:03:17 | on Amazon yeah 10 15. okay so you made |
| 00:03:15 | 00:03:18 | some money off of that first initial |
| 00:03:17 | 00:03:20 | water bottle |
| 00:03:18 | 00:03:22 | mm-hmm yeah did you have your own |
| 00:03:20 | 00:03:24 | website at that time too or |
| 00:03:22 | 00:03:28 | um the first year no it was just all on |
| 00:03:24 | 00:03:30 | Amazon Amazon just like really got us |
| 00:03:28 | 00:03:32 | out of the gate and then |
| 00:03:30 | 00:03:35 | um that's when we joined um Blue Ribbon |
| 00:03:32 | 00:03:37 | with uh Ezra Firestone and and we're |
| 00:03:35 | 00:03:39 | like we should get on Shopify diversify |
| 00:03:37 | 00:03:42 | our Revenue because we knew eventually |
| 00:03:39 | 00:03:43 | that we wanted to sell the business too |
| 00:03:42 | 00:03:46 | um and so that's when like probably 2018 |
| 00:03:43 | 00:03:48 | or so we built out the website to try to |
| 00:03:46 | 00:03:50 | like diversify that |
| 00:03:48 | 00:03:52 | um but originally it's just on Amazon we |
| 00:03:50 | 00:03:54 | were just trying to pick any products |
| 00:03:52 | 00:03:56 | that kind of fit under that branding |
| 00:03:54 | 00:03:58 | that we were going for but really made |
| 00:03:56 | 00:04:01 | no sense like we had like hammocks |
| 00:03:58 | 00:04:02 | backpacks uh water bottles like it was |
| 00:04:01 | 00:04:04 | kind of all over the place |
| 00:04:02 | 00:04:06 | um originally on Amazon to get us out of |
| 00:04:04 | 00:04:09 | you know just get us started was it |
| 00:04:06 | 00:04:12 | profitable though |
| 00:04:09 | 00:04:14 | profitable and much easier okay when I |
| 00:04:12 | 00:04:16 | was in our website um as soon as we like |
| 00:04:14 | 00:04:18 | launched our website so worth it and I |
| 00:04:16 | 00:04:20 | love it and now that's what I geek out |
| 00:04:18 | 00:04:22 | over my boyfriend eventually just took |
| 00:04:20 | 00:04:23 | over Amazon and like ran our |
| 00:04:22 | 00:04:25 | pay-per-click and |
| 00:04:23 | 00:04:28 | um everything like that and I just went |
| 00:04:25 | 00:04:30 | full on into Shopify and I learned the |
| 00:04:28 | 00:04:31 | email marketing and Facebook ads and |
| 00:04:30 | 00:04:33 | everything like that that we needed to |
| 00:04:31 | 00:04:36 | learn for that side of the business |
| 00:04:33 | 00:04:37 | um but then I just also just required so |
| 00:04:36 | 00:04:40 | much more work in learning all of those |
| 00:04:37 | 00:04:42 | differences yeah |
| 00:04:40 | 00:04:45 | so basically you've validated that these |
| 00:04:42 | 00:04:46 | water bottles were were a thing on |
| 00:04:45 | 00:04:48 | Amazon |
| 00:04:46 | 00:04:50 | and then do you remember at what point |
| 00:04:48 | 00:04:52 | you needed to decide to start your |
| 00:04:50 | 00:04:53 | website was it because of the Mastermind |
| 00:04:52 | 00:04:55 | that you you went there or was that |
| 00:04:53 | 00:04:57 | always in the plan |
| 00:04:55 | 00:04:59 | it was kind of because of the |
| 00:04:57 | 00:05:00 | um |
| 00:04:59 | 00:05:03 | and just just |
| 00:05:00 | 00:05:04 | not being able to sleep at night knowing |
| 00:05:03 | 00:05:06 | that like all dogs were in one basket |
| 00:05:04 | 00:05:08 | yeah you know right you would take out |
| 00:05:06 | 00:05:10 | like half a million dollar loans for uh |
| 00:05:08 | 00:05:12 | to fund Amazon and you're like if |
| 00:05:10 | 00:05:15 | something happens you know like you're |
| 00:05:12 | 00:05:16 | like if because Amazon they just they do |
| 00:05:15 | 00:05:18 | it all the time they pull your listing |
| 00:05:16 | 00:05:20 | because all of a sudden it's categorized |
| 00:05:18 | 00:05:22 | for synthetik urine and you're like how |
| 00:05:20 | 00:05:24 | did that really happen yeah that |
| 00:05:22 | 00:05:26 | happened to one of our products once |
| 00:05:24 | 00:05:28 | yeah you're like how is this synthetik |
| 00:05:26 | 00:05:30 | urine and um and so you just like you're |
| 00:05:28 | 00:05:32 | always at the mercy of Amazon and so |
| 00:05:30 | 00:05:34 | that was when like it was kind of The |
| 00:05:32 | 00:05:36 | Mastermind but also just because we |
| 00:05:34 | 00:05:37 | wanted to sleep better knowing that like |
| 00:05:36 | 00:05:39 | if Amazon if anything happened we'd |
| 00:05:37 | 00:05:41 | always have like our website and kind of |
| 00:05:39 | 00:05:43 | control of our Revenue as well |
| 00:05:41 | 00:05:45 | so when you start your own website there |
| 00:05:43 | 00:05:47 | you have to drive your own traffic so |
| 00:05:45 | 00:05:50 | what was your strategy there |
| 00:05:47 | 00:05:52 | yeah at first we didn't know we're like |
| 00:05:50 | 00:05:54 | okay we just had like Google set up and |
| 00:05:52 | 00:05:57 | um we had like kind of the halo effect |
| 00:05:54 | 00:05:59 | honestly from Amazon of people knew us |
| 00:05:57 | 00:06:01 | at that point you know we'd been around |
| 00:05:59 | 00:06:03 | for a few years and we had people |
| 00:06:01 | 00:06:04 | searching for us and going to our |
| 00:06:03 | 00:06:07 | website and stuff and then |
| 00:06:04 | 00:06:08 | is in 2019 |
| 00:06:07 | 00:06:12 | um that I took the time to learn |
| 00:06:08 | 00:06:14 | Facebook ads myself and that was when um |
| 00:06:12 | 00:06:19 | we were able to change our revenue from |
| 00:06:14 | 00:06:22 | like 99 Amazon to eventually 50 50 |
| 00:06:19 | 00:06:24 | um of our Revenue was around that time |
| 00:06:22 | 00:06:26 | 2019 when I learned |
| 00:06:24 | 00:06:27 | Facebook ads can we tok about Facebook |
| 00:06:26 | 00:06:29 | ads real quick for water bottles |
| 00:06:27 | 00:06:30 | specifically like what were your ads |
| 00:06:29 | 00:06:32 | like what were your highest converting |
| 00:06:30 | 00:06:33 | ads and what what was the return on ad |
| 00:06:32 | 00:06:36 | spend |
| 00:06:33 | 00:06:38 | yeah so honestly a lot of the challenge |
| 00:06:36 | 00:06:40 | like when we go into a little bit more |
| 00:06:38 | 00:06:43 | that was like the biggest thing for me |
| 00:06:40 | 00:06:46 | when it came to my creatives and my copy |
| 00:06:43 | 00:06:48 | for my ads was because like we never ran |
| 00:06:46 | 00:06:49 | ads like ads initially when we first |
| 00:06:48 | 00:06:53 | started was like look at this cool water |
| 00:06:49 | 00:06:55 | bottle it's BPA free it's 32 ounces like |
| 00:06:53 | 00:06:57 | it's so cool and then like nobody cares |
| 00:06:55 | 00:06:59 | um and then eventually like when we had |
| 00:06:57 | 00:07:01 | our community and like our |
| 00:06:59 | 00:07:02 | differentiator of like what Our Brands |
| 00:07:01 | 00:07:04 | stood for and what we were there to help |
| 00:07:02 | 00:07:07 | you achieve in your life like all of our |
| 00:07:04 | 00:07:08 | ads became that you know like our our |
| 00:07:07 | 00:07:10 | copy was like |
| 00:07:08 | 00:07:12 | um like uh one of them was like this |
| 00:07:10 | 00:07:14 | water bottle changed my life and that |
| 00:07:12 | 00:07:15 | was like the headline and it's like a |
| 00:07:14 | 00:07:16 | water bottle and then people start |
| 00:07:15 | 00:07:18 | reading |
| 00:07:16 | 00:07:20 | um and most of our like creatives were |
| 00:07:18 | 00:07:22 | of women holding the water bottles or |
| 00:07:20 | 00:07:26 | like sharing their experiences and stuff |
| 00:07:22 | 00:07:28 | like that so most 99 of our ads besides |
| 00:07:26 | 00:07:32 | like our retargeting and uh bottom of |
| 00:07:28 | 00:07:34 | the funnel campaigns were focused on the |
| 00:07:32 | 00:07:36 | transformation that our business you |
| 00:07:34 | 00:07:39 | know helped you achieve over again |
| 00:07:36 | 00:07:42 | product so the community came first |
| 00:07:39 | 00:07:43 | before the successful Facebook ads |
| 00:07:42 | 00:07:46 | um actually no that's a good question |
| 00:07:43 | 00:07:48 | um I had some good success mainly |
| 00:07:46 | 00:07:51 | because honestly Ezra being in that |
| 00:07:48 | 00:07:54 | Mastermind I learned a lot of just um |
| 00:07:51 | 00:07:55 | using native content and so we already |
| 00:07:54 | 00:07:58 | had some pretty good reviews and |
| 00:07:55 | 00:07:59 | testimonials and I used those initially |
| 00:07:58 | 00:08:01 | at the gate for because we didn't launch |
| 00:07:59 | 00:08:05 | our community and challenge until 2020. |
| 00:08:01 | 00:08:06 | okay and so all of 2019 I just used like |
| 00:08:05 | 00:08:10 | previous customers and their experiences |
| 00:08:06 | 00:08:12 | and stuff like that as our ads and so |
| 00:08:10 | 00:08:13 | just testimonials and that sort of thing |
| 00:08:12 | 00:08:16 | yeah yeah |
| 00:08:13 | 00:08:18 | mainly and then um it was a combination |
| 00:08:16 | 00:08:20 | of we always laughed that we were a |
| 00:08:18 | 00:08:23 | water bottle company that made money on |
| 00:08:20 | 00:08:25 | straw Lids because we we sold like water |
| 00:08:23 | 00:08:26 | bottles but then we like that's where we |
| 00:08:25 | 00:08:28 | lost money |
| 00:08:26 | 00:08:29 | um to acquire the customer but we would |
| 00:08:28 | 00:08:31 | make money because we could upsell them |
| 00:08:29 | 00:08:34 | on products like a straw lid or brush |
| 00:08:31 | 00:08:36 | set a carrying case like all these |
| 00:08:34 | 00:08:37 | things that like that's what turned us |
| 00:08:36 | 00:08:38 | profitable |
| 00:08:37 | 00:08:40 | um from our ads and so we always just |
| 00:08:38 | 00:08:42 | laughed at we're a water bottle company |
| 00:08:40 | 00:08:44 | that makes money on straws so anyway |
| 00:08:42 | 00:08:45 | interesting so the water bottle like the |
| 00:08:44 | 00:08:48 | straw lit is literally what it is it's |
| 00:08:45 | 00:08:50 | like it's a lid with a hole for a straw |
| 00:08:48 | 00:08:52 | or yeah it looks just I mean it looks |
| 00:08:50 | 00:08:54 | just like this one um this is one of our |
| 00:08:52 | 00:08:56 | oldest oldest water bottles |
| 00:08:54 | 00:08:58 | um and like we'd sell this thing |
| 00:08:56 | 00:09:01 | um to our like plastik versions or |
| 00:08:58 | 00:09:03 | whatever and like they were like 70 |
| 00:09:01 | 00:09:05 | cents or a dollar and we sell them for |
| 00:09:03 | 00:09:07 | seven dollars interesting that's huge |
| 00:09:05 | 00:09:09 | and that's where we like making money |
| 00:09:07 | 00:09:10 | that sounds funny so the water bottles |
| 00:09:09 | 00:09:12 | were actually not |
| 00:09:10 | 00:09:14 | not profitable but then you would upsell |
| 00:09:12 | 00:09:17 | them on a bunch of accessories that |
| 00:09:14 | 00:09:19 | would make it profitable yeah Okay cool |
| 00:09:17 | 00:09:21 | so what was the return of AD spend then |
| 00:09:19 | 00:09:23 | uh before the communities and that sort |
| 00:09:21 | 00:09:26 | of thing was it just |
| 00:09:23 | 00:09:28 | yeah it was profitable um and Ezra |
| 00:09:26 | 00:09:31 | always said like if you're Break Even |
| 00:09:28 | 00:09:32 | you're winning and um we were stoked |
| 00:09:31 | 00:09:34 | because we were |
| 00:09:32 | 00:09:37 | um really profitable |
| 00:09:34 | 00:09:39 | um for us we needed like a one point uh |
| 00:09:37 | 00:09:41 | five to six return on ad spend to break |
| 00:09:39 | 00:09:43 | even and we were usually like two two to |
| 00:09:41 | 00:09:45 | two point five return on ad spend uh |
| 00:09:43 | 00:09:47 | okay just top of the funnel cold traffic |
| 00:09:45 | 00:09:49 | was usually what we were and then when |
| 00:09:47 | 00:09:51 | the community came around started |
| 00:09:49 | 00:09:53 | leveraging that as like a lead |
| 00:09:51 | 00:09:55 | acquisition I didn't know this when I |
| 00:09:53 | 00:09:56 | was writing my business because |
| 00:09:55 | 00:09:58 | um we were kind of getting close to |
| 00:09:56 | 00:10:00 | selling and I was just so busy but like |
| 00:09:58 | 00:10:01 | analyzing those campaigns a little bit |
| 00:10:00 | 00:10:03 | more |
| 00:10:01 | 00:10:05 | um we ran a few and those ones were like |
| 00:10:03 | 00:10:08 | four to seven return announcements uh |
| 00:10:05 | 00:10:10 | for that did the upselling happen in |
| 00:10:08 | 00:10:12 | your email list after they purchased or |
| 00:10:10 | 00:10:15 | did you do it during the purchase like |
| 00:10:12 | 00:10:17 | as an upsell on the listing yeah okay |
| 00:10:15 | 00:10:20 | yeah on the listing we had the upsell |
| 00:10:17 | 00:10:22 | options and then also post purchase like |
| 00:10:20 | 00:10:24 | right as they we used uh simplify one |
| 00:10:22 | 00:10:27 | click one click up sound yeah so post |
| 00:10:24 | 00:10:29 | purchase and then also my email flows um |
| 00:10:27 | 00:10:31 | I might I set up my clavio account |
| 00:10:29 | 00:10:33 | eventually that was like 40 of our |
| 00:10:31 | 00:10:34 | revenue and a lot of it was |
| 00:10:33 | 00:10:36 | um after they purchased then we took |
| 00:10:34 | 00:10:38 | them through a customer Journey as well |
| 00:10:36 | 00:10:40 | nice nice okay so let's just jump right |
| 00:10:38 | 00:10:42 | to the community part then uh how does |
| 00:10:40 | 00:10:45 | one build a community |
| 00:10:42 | 00:10:46 | yeah so that was the biggest thing so I |
| 00:10:45 | 00:10:48 | kind of explained a little bit earlier |
| 00:10:46 | 00:10:50 | like how I would was all over the place |
| 00:10:48 | 00:10:53 | or we were all over the place with our |
| 00:10:50 | 00:10:54 | products like hammocks backpacks like |
| 00:10:53 | 00:10:55 | um we just thought we thought we knew |
| 00:10:54 | 00:10:58 | our customer I was kind of making the |
| 00:10:55 | 00:11:00 | products around me you know of like I am |
| 00:10:58 | 00:11:02 | this outdoorsy girl that like loves to |
| 00:11:00 | 00:11:04 | be healthy but then once we like really |
| 00:11:02 | 00:11:06 | kind of started started getting to know |
| 00:11:04 | 00:11:07 | our customers like that wasn't who we |
| 00:11:06 | 00:11:09 | were actually selling to at all and I |
| 00:11:07 | 00:11:11 | realized like we kind of hit this |
| 00:11:09 | 00:11:13 | pivotal point that we were like okay we |
| 00:11:11 | 00:11:15 | want to sell our business but we're kind |
| 00:11:13 | 00:11:17 | of plateauing like every year we were |
| 00:11:15 | 00:11:20 | growing like really rapidly and then |
| 00:11:17 | 00:11:23 | like 2019 18 we were like stalling |
| 00:11:20 | 00:11:24 | around then that's when I like I |
| 00:11:23 | 00:11:26 | listened to this one podcast I kind of |
| 00:11:24 | 00:11:28 | toked a lot about the relationships of |
| 00:11:26 | 00:11:30 | your customers and like and that's |
| 00:11:28 | 00:11:33 | exactly what I wanted to do was like |
| 00:11:30 | 00:11:36 | provide you know my brand was built from |
| 00:11:33 | 00:11:37 | day one to like help people like remind |
| 00:11:36 | 00:11:39 | them that they can do these things and |
| 00:11:37 | 00:11:40 | Achieve you know become whatever they |
| 00:11:39 | 00:11:43 | wanted to become but I was like poorly |
| 00:11:40 | 00:11:44 | conveying that poorly helping people |
| 00:11:43 | 00:11:46 | um I thought I was doing a good job but |
| 00:11:44 | 00:11:49 | I wasn't so I spent a lot of time like |
| 00:11:46 | 00:11:50 | near the end 19 like just mapping out |
| 00:11:49 | 00:11:53 | our customer and their customer journey |
| 00:11:50 | 00:11:56 | of like okay this is our customer this |
| 00:11:53 | 00:11:57 | is their before say after State and the |
| 00:11:56 | 00:12:00 | objections that are standing in their |
| 00:11:57 | 00:12:01 | way from achieving that and and then I |
| 00:12:00 | 00:12:03 | was like what can I do to help them get |
| 00:12:01 | 00:12:05 | from the before state to be after State |
| 00:12:03 | 00:12:07 | without them even having to pay us so |
| 00:12:05 | 00:12:09 | you know like just bring them into our |
| 00:12:07 | 00:12:11 | world and just help them and and get |
| 00:12:09 | 00:12:13 | them there without even having to pay us |
| 00:12:11 | 00:12:16 | and that's when I was like okay I could |
| 00:12:13 | 00:12:17 | come up with ebooks uh videos like all |
| 00:12:16 | 00:12:19 | these things like healthy recipes all |
| 00:12:17 | 00:12:21 | these things that I love to do anyways |
| 00:12:19 | 00:12:23 | but I just like couldn't because I was |
| 00:12:21 | 00:12:25 | like in charge about marketing or like |
| 00:12:23 | 00:12:27 | emails clavio web design all that kind |
| 00:12:25 | 00:12:29 | of stuff so there's no way I could do it |
| 00:12:27 | 00:12:31 | all I kind of thought of bundling into a |
| 00:12:29 | 00:12:34 | challenge so the whole concept of that |
| 00:12:31 | 00:12:36 | was our customer wanted to be healthy |
| 00:12:34 | 00:12:40 | happy loved like they want to be seen |
| 00:12:36 | 00:12:42 | heard appreciated and so I thought of |
| 00:12:40 | 00:12:44 | like a 60-day hydration challenge where |
| 00:12:42 | 00:12:46 | I could get them in of course like like |
| 00:12:44 | 00:12:49 | drinking water and stuff is like the the |
| 00:12:46 | 00:12:52 | core or concept of it but I broke it |
| 00:12:49 | 00:12:54 | down into like many weekly challenges to |
| 00:12:52 | 00:12:56 | focus on all those other things as well |
| 00:12:54 | 00:12:58 | that they wanted to achieve Like Loving |
| 00:12:56 | 00:13:01 | themselves being you know healthy eating |
| 00:12:58 | 00:13:04 | moving their bodies gratitude all the |
| 00:13:01 | 00:13:06 | things Beyond just being healthy because |
| 00:13:04 | 00:13:09 | in the long term like people would come |
| 00:13:06 | 00:13:11 | to us for a water bottle but that's not |
| 00:13:09 | 00:13:13 | exactly that's not really what they're |
| 00:13:11 | 00:13:15 | trying to achieve yeah they're trying to |
| 00:13:13 | 00:13:17 | achieve those deeper those deeper things |
| 00:13:15 | 00:13:18 | like that so |
| 00:13:17 | 00:13:21 | um that was kind of the concept of the |
| 00:13:18 | 00:13:22 | challenge and so uh so let's back up |
| 00:13:21 | 00:13:24 | before we get into the challenge I I |
| 00:13:22 | 00:13:25 | want to know that you were selling a |
| 00:13:24 | 00:13:27 | bunch of products |
| 00:13:25 | 00:13:28 | and you were targeting people like |
| 00:13:27 | 00:13:29 | yourself how did you even figure out |
| 00:13:28 | 00:13:30 | that you were targeting the wrong |
| 00:13:29 | 00:13:32 | audience |
| 00:13:30 | 00:13:35 | um it was mainly we had this like these |
| 00:13:32 | 00:13:36 | like few customers that had been around |
| 00:13:35 | 00:13:37 | like I feel like from the beginning of |
| 00:13:36 | 00:13:39 | the days |
| 00:13:37 | 00:13:41 | um even on Amazon they've emailed us and |
| 00:13:39 | 00:13:43 | just said how grateful they were and and |
| 00:13:41 | 00:13:45 | I just like looked at that and I was |
| 00:13:43 | 00:13:46 | like I'm kind of I kind of feel like |
| 00:13:45 | 00:13:48 | I've been making this about me and where |
| 00:13:46 | 00:13:50 | I'm like these are our customers and |
| 00:13:48 | 00:13:53 | kind of that first year of running ads |
| 00:13:50 | 00:13:55 | on Facebook in 2019 we started getting |
| 00:13:53 | 00:13:58 | more customers that weren't me you know |
| 00:13:55 | 00:14:00 | like my email lists were growing it was |
| 00:13:58 | 00:14:02 | growing with like these older women and |
| 00:14:00 | 00:14:04 | that's kind of like how I realized this |
| 00:14:02 | 00:14:05 | whole time we were just scared you know |
| 00:14:04 | 00:14:07 | how did you know they were older like |
| 00:14:05 | 00:14:09 | did you hop on the phone with them were |
| 00:14:07 | 00:14:12 | you sending out surveys |
| 00:14:09 | 00:14:14 | family surveys and feedback yeah |
| 00:14:12 | 00:14:15 | um like we would do we would try to do a |
| 00:14:14 | 00:14:17 | lot of fun things like on our Instagram |
| 00:14:15 | 00:14:19 | or or Facebook or try to get them |
| 00:14:17 | 00:14:21 | involved and communicate as much as we |
| 00:14:19 | 00:14:24 | could it was very little |
| 00:14:21 | 00:14:25 | um like our our social media engagement |
| 00:14:24 | 00:14:29 | stuff like that was was really little |
| 00:14:25 | 00:14:30 | comparatively to like now but I was kind |
| 00:14:29 | 00:14:31 | of like the initial feedback we would |
| 00:14:30 | 00:14:33 | try to get |
| 00:14:31 | 00:14:36 | and and then when we try to like send |
| 00:14:33 | 00:14:37 | out a hammock email or and also that's |
| 00:14:36 | 00:14:39 | exactly it our email marketing was the |
| 00:14:37 | 00:14:41 | biggest indicator of what was working |
| 00:14:39 | 00:14:43 | and what wasn't I send out like an email |
| 00:14:41 | 00:14:45 | about like being outdoors and here's a |
| 00:14:43 | 00:14:47 | hammock and stuff and like those always |
| 00:14:45 | 00:14:49 | had like the poorest response |
| 00:14:47 | 00:14:51 | um to our audience like um and then I |
| 00:14:49 | 00:14:53 | send out an email about gratitude and |
| 00:14:51 | 00:14:55 | stuff like that and |
| 00:14:53 | 00:14:58 | um those always had like a lot more |
| 00:14:55 | 00:14:59 | response and when we set up our blog uh |
| 00:14:58 | 00:15:01 | we finally set up a blog post for our |
| 00:14:59 | 00:15:02 | website and those were the blogs that |
| 00:15:01 | 00:15:04 | would get comments and people like |
| 00:15:02 | 00:15:05 | engaging with and stuff like that so we |
| 00:15:04 | 00:15:08 | could see the interest in what people |
| 00:15:05 | 00:15:10 | were doing and that's when we decided to |
| 00:15:08 | 00:15:12 | like delete half of our products and |
| 00:15:10 | 00:15:14 | just get rid of them interesting which |
| 00:15:12 | 00:15:15 | ones did you delete like that The |
| 00:15:14 | 00:15:17 | Hammocks and that sort of thing yeah |
| 00:15:15 | 00:15:20 | okay yeah like all of our outdoor stuff |
| 00:15:17 | 00:15:22 | we just got rid of that and just kind of |
| 00:15:20 | 00:15:24 | focused in on you know this woman that |
| 00:15:22 | 00:15:26 | wants to be healthy and not like that |
| 00:15:24 | 00:15:28 | interesting okay so it started out as |
| 00:15:26 | 00:15:30 | like an outdoors brand and then you just |
| 00:15:28 | 00:15:31 | kind of focused in you found out there |
| 00:15:30 | 00:15:34 | were older women I don't know where |
| 00:15:31 | 00:15:37 | definition of old is because I'm old but |
| 00:15:34 | 00:15:39 | let's just call it uh over the age of 50 |
| 00:15:37 | 00:15:42 | 60 maybe I don't know |
| 00:15:39 | 00:15:42 | well you're right like the older one |
| 00:15:43 | 00:15:49 | sure okay I suppose so again and like |
| 00:15:46 | 00:15:50 | their kids are growing up and |
| 00:15:49 | 00:15:52 | um but we'd even still have like 30 year |
| 00:15:50 | 00:15:55 | olds and and stuff like that but like |
| 00:15:52 | 00:15:57 | are in that like next phase of adulthood |
| 00:15:55 | 00:15:58 | okay and and it sounds like those other |
| 00:15:57 | 00:16:01 | products probably weren't selling that |
| 00:15:58 | 00:16:03 | well regardless so it wasn't really uh |
| 00:16:01 | 00:16:05 | hitting your your top line by removing |
| 00:16:03 | 00:16:07 | those uh products no no |
| 00:16:05 | 00:16:09 | right they were they were profitable and |
| 00:16:07 | 00:16:11 | we loved them and I had such emotional |
| 00:16:09 | 00:16:12 | attachments to them but when it came |
| 00:16:11 | 00:16:15 | down to it like if we could take that |
| 00:16:12 | 00:16:18 | that cash and invest it into the |
| 00:16:15 | 00:16:20 | products that were selling faster and |
| 00:16:18 | 00:16:23 | um that was just smarter all around to |
| 00:16:20 | 00:16:26 | sometimes spread ourselves in okay so |
| 00:16:23 | 00:16:27 | let's let's jump to challenges now in |
| 00:16:26 | 00:16:30 | order to run a challenge you need to |
| 00:16:27 | 00:16:32 | have people to join it so how do you get |
| 00:16:30 | 00:16:36 | people on it in the first place |
| 00:16:32 | 00:16:38 | yeah so for us we um we had at that time |
| 00:16:36 | 00:16:42 | like an email list of like 70 000 people |
| 00:16:38 | 00:16:44 | so okay yeah because because of 2019 |
| 00:16:42 | 00:16:47 | legitimately our business had like two |
| 00:16:44 | 00:16:50 | phases of like Amazon and then 2018 |
| 00:16:47 | 00:16:52 | turned on Facebook ads and that was when |
| 00:16:50 | 00:16:55 | our email list went from like 10 000 to |
| 00:16:52 | 00:16:58 | 70 000 just one year |
| 00:16:55 | 00:17:00 | um but then in 2020 we used that list to |
| 00:16:58 | 00:17:02 | launch the challenge and um we had like |
| 00:17:00 | 00:17:04 | four or 500 people sign up for that |
| 00:17:02 | 00:17:06 | first round and then it was just a |
| 00:17:04 | 00:17:08 | snowball effect from there of just like |
| 00:17:06 | 00:17:10 | getting people enrolled to the concept |
| 00:17:08 | 00:17:12 | it was a completely free challenge |
| 00:17:10 | 00:17:14 | um so a lot of my clients that I help |
| 00:17:12 | 00:17:15 | now are starting from zero with no email |
| 00:17:14 | 00:17:19 | list |
| 00:17:15 | 00:17:20 | um and we just like run Facebook ads to |
| 00:17:19 | 00:17:21 | you know get them to join the free |
| 00:17:20 | 00:17:23 | challenge |
| 00:17:21 | 00:17:26 | um and and the whole concept of it being |
| 00:17:23 | 00:17:27 | free is you want as much like you want |
| 00:17:26 | 00:17:30 | the right people not as many people but |
| 00:17:27 | 00:17:32 | the right people in that group to uh |
| 00:17:30 | 00:17:35 | know like and trust you and go through |
| 00:17:32 | 00:17:37 | this experience with you as a brand and |
| 00:17:35 | 00:17:39 | then ultimately they become like loyal |
| 00:17:37 | 00:17:40 | customers for life but that was |
| 00:17:39 | 00:17:42 | initially how we we got ours off the |
| 00:17:40 | 00:17:44 | ground okay so to run Facebook ads to |
| 00:17:42 | 00:17:46 | join a challenge sounds really expensive |
| 00:17:44 | 00:17:48 | for a free challenge like I I run my own |
| 00:17:46 | 00:17:51 | and I know the niche really depends on |
| 00:17:48 | 00:17:52 | what it is but we're toking like maybe |
| 00:17:51 | 00:17:54 | four to six dollars per lead at least in |
| 00:17:52 | 00:17:56 | my industry which is which is kind of |
| 00:17:54 | 00:17:58 | like e-commerce I'm kind of curious uh |
| 00:17:56 | 00:18:00 | with your clients that are starting from |
| 00:17:58 | 00:18:02 | zero how much are they paying per lead |
| 00:18:00 | 00:18:04 | right now we're getting around three |
| 00:18:02 | 00:18:06 | dollars is three dollars than the |
| 00:18:04 | 00:18:08 | average yeah I think that's kind of the |
| 00:18:06 | 00:18:11 | average three to four dollars for four |
| 00:18:08 | 00:18:13 | e-commerce um products and then like my |
| 00:18:11 | 00:18:16 | what I tell them is you want at least |
| 00:18:13 | 00:18:18 | 100 members because you have it's like a |
| 00:18:16 | 00:18:20 | game of percentages I tell them sure of |
| 00:18:18 | 00:18:22 | like you have the percentage of people |
| 00:18:20 | 00:18:24 | that are lurkers the percentage people |
| 00:18:22 | 00:18:26 | that engage the percentage of people |
| 00:18:24 | 00:18:28 | that just like forget you know that they |
| 00:18:26 | 00:18:31 | either yeah so you like at least 100 |
| 00:18:28 | 00:18:33 | gives you a good like base to test the |
| 00:18:31 | 00:18:36 | concept and see if that's if it's really |
| 00:18:33 | 00:18:38 | what your audience wants so if you're |
| 00:18:36 | 00:18:40 | running these for an e-commerce |
| 00:18:38 | 00:18:41 | product and then the challenge is is |
| 00:18:40 | 00:18:43 | related to the product that you sell but |
| 00:18:41 | 00:18:47 | it might not directly convert into |
| 00:18:43 | 00:18:49 | products right away right so you're kind |
| 00:18:47 | 00:18:51 | of taking this leap of faith then let's |
| 00:18:49 | 00:18:53 | say you're paying it sounds like 300 |
| 00:18:51 | 00:18:55 | bucks to run this challenge right right |
| 00:18:53 | 00:18:57 | for 100 people let's say |
| 00:18:55 | 00:18:59 | so the goal is to just build up your |
| 00:18:57 | 00:19:00 | email list and your your nurture list |
| 00:18:59 | 00:19:01 | right |
| 00:19:00 | 00:19:04 | right |
| 00:19:01 | 00:19:05 | and then can you just walk me through |
| 00:19:04 | 00:19:06 | maybe one of your challenges like what |
| 00:19:05 | 00:19:09 | does one of your ads look like to get |
| 00:19:06 | 00:19:12 | them to join the challenge |
| 00:19:09 | 00:19:15 | yeah so um for ours initially it was it |
| 00:19:12 | 00:19:17 | was just a like a customer kind of |
| 00:19:15 | 00:19:19 | sharing her experience with using our |
| 00:19:17 | 00:19:21 | water bottles and our products and you |
| 00:19:19 | 00:19:23 | know that being a customer of living |
| 00:19:21 | 00:19:24 | with me was much more than just you know |
| 00:19:23 | 00:19:26 | getting hydrated and kind of just |
| 00:19:24 | 00:19:29 | sharing her whole stress converting ads |
| 00:19:26 | 00:19:30 | is like just sharing her story they go |
| 00:19:29 | 00:19:32 | from that ad to the landing page that we |
| 00:19:30 | 00:19:34 | build |
| 00:19:32 | 00:19:36 | um and then opt-in and that was the |
| 00:19:34 | 00:19:39 | biggest thing that I like kind of kick |
| 00:19:36 | 00:19:41 | myself in a butt for his is I didn't |
| 00:19:39 | 00:19:43 | realize that these were profitable it is |
| 00:19:41 | 00:19:45 | a much longer customer journey and so |
| 00:19:43 | 00:19:48 | that's why when I was running our |
| 00:19:45 | 00:19:49 | business and um doing these ads I didn't |
| 00:19:48 | 00:19:51 | just throw a budget at it because we |
| 00:19:49 | 00:19:54 | were like getting ready to sell and I |
| 00:19:51 | 00:19:56 | just didn't realize that but um my cold |
| 00:19:54 | 00:19:58 | traffic campaigns |
| 00:19:56 | 00:20:01 | would confer within seven days to a two |
| 00:19:58 | 00:20:03 | return ad spend right and so I knew it |
| 00:20:01 | 00:20:06 | was profitable I could scale it |
| 00:20:03 | 00:20:08 | but these ones you put money at it and |
| 00:20:06 | 00:20:10 | it takes like 30 60 sometimes 90 days |
| 00:20:08 | 00:20:12 | for that full return on ad spend to like |
| 00:20:10 | 00:20:14 | come to fruition |
| 00:20:12 | 00:20:16 | but at that point for us it was like |
| 00:20:14 | 00:20:18 | between like four and five return on ads |
| 00:20:16 | 00:20:19 | then I know now |
| 00:20:18 | 00:20:22 | um the new owners have even seen seven |
| 00:20:19 | 00:20:23 | percent or seven return on ad spend with |
| 00:20:22 | 00:20:26 | using the challenge as a lead |
| 00:20:23 | 00:20:27 | acquisition so it was much longer so |
| 00:20:26 | 00:20:28 | it's like it's kind of that risk of |
| 00:20:27 | 00:20:30 | getting them |
| 00:20:28 | 00:20:32 | okay I'm looking forward to sign getting |
| 00:20:30 | 00:20:34 | people into your community yeah all |
| 00:20:32 | 00:20:36 | right so so walk me through it so the ad |
| 00:20:34 | 00:20:38 | is literally just a story uh where a |
| 00:20:36 | 00:20:40 | water bottle changed their life they |
| 00:20:38 | 00:20:42 | click on that takes them to a landing |
| 00:20:40 | 00:20:43 | page what's on the landing page |
| 00:20:42 | 00:20:45 | uh just the benefits of the challenge |
| 00:20:43 | 00:20:47 | essentially like like we're doing an |
| 00:20:45 | 00:20:50 | outdoors workout Outdoors challenge for |
| 00:20:47 | 00:20:51 | one of my clients and um you just go to |
| 00:20:50 | 00:20:53 | the landing page and it's just like |
| 00:20:51 | 00:20:54 | welcome and you tok about the |
| 00:20:53 | 00:20:55 | philosophy of the company try to get |
| 00:20:54 | 00:20:57 | people |
| 00:20:55 | 00:20:59 | try to get people that share your same |
| 00:20:57 | 00:21:01 | values of like not just a fitness |
| 00:20:59 | 00:21:03 | company or a water bottle company but |
| 00:21:01 | 00:21:04 | we're a company that helps you live your |
| 00:21:03 | 00:21:06 | life with infinite possibilities or |
| 00:21:04 | 00:21:07 | we're a company that's like all about |
| 00:21:06 | 00:21:09 | being wild outside you know like sharing |
| 00:21:07 | 00:21:11 | your the philosophy of who you are |
| 00:21:09 | 00:21:14 | that's different from you know the water |
| 00:21:11 | 00:21:15 | bottles or a fitness company type thing |
| 00:21:14 | 00:21:18 | um and then like here's the challenge |
| 00:21:15 | 00:21:19 | like it's free to join you know here's |
| 00:21:18 | 00:21:22 | we like kind of we make challenge |
| 00:21:19 | 00:21:23 | packets uh so when they register they |
| 00:21:22 | 00:21:25 | get this packet that has like the pledge |
| 00:21:23 | 00:21:28 | card like a physical packet uh just a |
| 00:21:25 | 00:21:30 | PDF all right yeah okay a downloadable |
| 00:21:28 | 00:21:32 | PDF for them got it okay yeah |
| 00:21:30 | 00:21:33 | um so they'll get that that has like |
| 00:21:32 | 00:21:35 | their pledge card calendar all the |
| 00:21:33 | 00:21:36 | information |
| 00:21:35 | 00:21:38 | um so they register for free get that |
| 00:21:36 | 00:21:41 | packet then we walk them through the |
| 00:21:38 | 00:21:43 | steps of you know step one join a |
| 00:21:41 | 00:21:46 | Facebook group step two make your pledge |
| 00:21:43 | 00:21:48 | like introduce yourself to the community |
| 00:21:46 | 00:21:51 | um step three buy our products you know |
| 00:21:48 | 00:21:53 | like we usually we're usually at the end |
| 00:21:51 | 00:21:55 | of those steps would uh try to get them |
| 00:21:53 | 00:21:57 | to convert as well and a lot of them |
| 00:21:55 | 00:21:59 | would initially but it's just like step |
| 00:21:57 | 00:22:01 | one step two step three this product |
| 00:21:59 | 00:22:03 | would help you it's not mandatory like |
| 00:22:01 | 00:22:04 | obviously our water bottles |
| 00:22:03 | 00:22:07 | were helpful in a 60-day hydration |
| 00:22:04 | 00:22:07 | challenge |
| 00:22:07 | 00:22:11 | and like for our workout Outdoors |
| 00:22:09 | 00:22:13 | challenge we have products that help you |
| 00:22:11 | 00:22:14 | work out Outdoors |
| 00:22:13 | 00:22:15 | um and then like different challenges |
| 00:22:14 | 00:22:17 | that we do |
| 00:22:15 | 00:22:18 | um or like we have a pet company and we |
| 00:22:17 | 00:22:21 | sell the pet products that help you have |
| 00:22:18 | 00:22:24 | a better like Bond and relationship with |
| 00:22:21 | 00:22:26 | your pets so a lot of times it's not the |
| 00:22:24 | 00:22:28 | highest conversion from like the top of |
| 00:22:26 | 00:22:30 | the funnel sure code traffic campaign to |
| 00:22:28 | 00:22:32 | product listing but you can get some |
| 00:22:30 | 00:22:33 | right then and then they go through the |
| 00:22:32 | 00:22:36 | whole customer journey and that's when |
| 00:22:33 | 00:22:37 | it cleans up the rest okay so let me |
| 00:22:36 | 00:22:40 | just kind of break down what you just |
| 00:22:37 | 00:22:41 | said so landing page you tell them the |
| 00:22:40 | 00:22:44 | benefits of the challenge and then they |
| 00:22:41 | 00:22:46 | sign up you you launch a Facebook group |
| 00:22:44 | 00:22:48 | private Facebook group it sounds like |
| 00:22:46 | 00:22:50 | you have them introduce themselves |
| 00:22:48 | 00:22:52 | what's this pledge like I promise to |
| 00:22:50 | 00:22:55 | take part in this Challenge and fulfill |
| 00:22:52 | 00:22:57 | the what not uh yeah yeah okay |
| 00:22:55 | 00:22:58 | essentially my thought with that is just |
| 00:22:57 | 00:23:00 | like an icebreaker like sometimes people |
| 00:22:58 | 00:23:02 | join they don't know what to say so it's |
| 00:23:00 | 00:23:04 | just like here's your first post written |
| 00:23:02 | 00:23:07 | for you got it |
| 00:23:04 | 00:23:09 | okay and if they don't do it do you |
| 00:23:07 | 00:23:12 | encourage them to do it later or |
| 00:23:09 | 00:23:14 | yeah yeah but it's not like mandatory |
| 00:23:12 | 00:23:17 | um sure I can still partikipate and win |
| 00:23:14 | 00:23:18 | prizes and everything but the whole like |
| 00:23:17 | 00:23:21 | idea behind it is |
| 00:23:18 | 00:23:22 | is that like some they join it's like |
| 00:23:21 | 00:23:24 | what do I say you know you know you're |
| 00:23:22 | 00:23:26 | just like here's what you say introduce |
| 00:23:24 | 00:23:28 | yourself yeah right oh I like that I |
| 00:23:26 | 00:23:30 | like that okay and then you say |
| 00:23:28 | 00:23:32 | uh you know for this hydration challenge |
| 00:23:30 | 00:23:34 | using your example uh you need a water |
| 00:23:32 | 00:23:36 | bottle here's ours you don't have to use |
| 00:23:34 | 00:23:39 | it but you know if you still need one |
| 00:23:36 | 00:23:41 | buy this one essentially okay |
| 00:23:39 | 00:23:43 | and then after that the challenge begins |
| 00:23:41 | 00:23:45 | presumably right right okay walk me |
| 00:23:43 | 00:23:46 | through running the challenge let's use |
| 00:23:45 | 00:23:49 | your hydration one since you've probably |
| 00:23:46 | 00:23:51 | run it a million times yeah so so what's |
| 00:23:49 | 00:23:52 | day one like |
| 00:23:51 | 00:23:54 | so day one we have like a whole kickoff |
| 00:23:52 | 00:23:56 | party |
| 00:23:54 | 00:23:58 | um every week so bird's eye view real |
| 00:23:56 | 00:24:00 | quick we have weekly challenges with |
| 00:23:58 | 00:24:01 | weekly live videos and then on the |
| 00:24:00 | 00:24:04 | day-to-day basis |
| 00:24:01 | 00:24:06 | um that was the best part for me is I |
| 00:24:04 | 00:24:08 | was just too busy to like post and do |
| 00:24:06 | 00:24:10 | things every single day I always wanted |
| 00:24:08 | 00:24:13 | a super engaged Facebook group but I was |
| 00:24:10 | 00:24:14 | like I just don't have the time so for |
| 00:24:13 | 00:24:17 | me and my like requirements was pretty |
| 00:24:14 | 00:24:19 | was just to show up once a week for the |
| 00:24:17 | 00:24:21 | live video it was like and then like one |
| 00:24:19 | 00:24:23 | post to like ask them like a roll call |
| 00:24:21 | 00:24:26 | to like submit their calendars to show |
| 00:24:23 | 00:24:28 | that they were partikipating |
| 00:24:26 | 00:24:30 | um but but day one we'd have a kickoff |
| 00:24:28 | 00:24:32 | party |
| 00:24:30 | 00:24:34 | um and like we'd have is scheduled in a |
| 00:24:32 | 00:24:35 | Facebook event people would come we'd |
| 00:24:34 | 00:24:37 | introduce us the brand we were always |
| 00:24:35 | 00:24:38 | transparent that we were a brand you |
| 00:24:37 | 00:24:40 | know like you know we are living |
| 00:24:38 | 00:24:42 | something we this is what we stand for |
| 00:24:40 | 00:24:44 | this is me this is why I started the |
| 00:24:42 | 00:24:45 | company this is like what our values |
| 00:24:44 | 00:24:48 | everything like that |
| 00:24:45 | 00:24:50 | um this is why hydration is so important |
| 00:24:48 | 00:24:52 | um these this is what you can expect for |
| 00:24:50 | 00:24:54 | the next 60 days |
| 00:24:52 | 00:24:55 | um meet with us once a week all that |
| 00:24:54 | 00:24:56 | kind of stuff and then we like about |
| 00:24:55 | 00:24:58 | prizes we make it super fun and like |
| 00:24:56 | 00:25:00 | have timers that go off and if you're |
| 00:24:58 | 00:25:02 | the most recent comment you win prizes |
| 00:25:00 | 00:25:04 | so there's like always very fun but |
| 00:25:02 | 00:25:06 | always like the way to introduce |
| 00:25:04 | 00:25:08 | yourself and your values and what you |
| 00:25:06 | 00:25:11 | stand for and what products you have to |
| 00:25:08 | 00:25:13 | offer and what they can expect and then |
| 00:25:11 | 00:25:16 | uh from there we just uh announced like |
| 00:25:13 | 00:25:17 | the weekly challenges all right so |
| 00:25:16 | 00:25:19 | what's what's the first weekly challenge |
| 00:25:17 | 00:25:21 | so literally you're just getting on |
| 00:25:19 | 00:25:24 | Facebook live once a week it sounds like |
| 00:25:21 | 00:25:25 | right work wise yeah right so |
| 00:25:24 | 00:25:27 | can you just walk me through one of |
| 00:25:25 | 00:25:30 | these challenges so the the hydration |
| 00:25:27 | 00:25:32 | what is like the first challenge of that |
| 00:25:30 | 00:25:33 | so I always tell people that your first |
| 00:25:32 | 00:25:36 | weekly challenge should be something |
| 00:25:33 | 00:25:40 | that helps your customers get set up for |
| 00:25:36 | 00:25:41 | successful challenge so um like whether |
| 00:25:40 | 00:25:43 | that be like we have a meditation |
| 00:25:41 | 00:25:45 | Challenge and it's like make your space |
| 00:25:43 | 00:25:47 | you know this week we challenge you to |
| 00:25:45 | 00:25:50 | like create the space that you will like |
| 00:25:47 | 00:25:53 | meditate in for 60 days or however long |
| 00:25:50 | 00:25:54 | or I mean ours was um to find like fruit |
| 00:25:53 | 00:25:56 | infused water recipes |
| 00:25:54 | 00:25:58 | um okay so like changing from soda and |
| 00:25:56 | 00:26:00 | juices and stuff to water can be pouring |
| 00:25:58 | 00:26:03 | and hard for some people so this week we |
| 00:26:00 | 00:26:05 | challenge you to find some like yummy |
| 00:26:03 | 00:26:08 | natural uh things you can add that will |
| 00:26:05 | 00:26:09 | kind of make it more delicious |
| 00:26:08 | 00:26:12 | um so that was always like the very |
| 00:26:09 | 00:26:14 | first week every I I personally ran 10 |
| 00:26:12 | 00:26:17 | 60 day challenges before I sold and I |
| 00:26:14 | 00:26:18 | think they're on to 12 or something now |
| 00:26:17 | 00:26:21 | um but |
| 00:26:18 | 00:26:22 | but every single time was the same one |
| 00:26:21 | 00:26:25 | uh for the first week to help them like |
| 00:26:22 | 00:26:26 | get set up for the whole time cool and |
| 00:26:25 | 00:26:28 | then so you go on live and then you |
| 00:26:26 | 00:26:29 | mentioned something like roll call is |
| 00:26:28 | 00:26:31 | that like just |
| 00:26:29 | 00:26:34 | having people tell you what they've done |
| 00:26:31 | 00:26:36 | or yeah so um I would go live every |
| 00:26:34 | 00:26:38 | Sunday evening and every Sunday morning |
| 00:26:36 | 00:26:39 | I'd do a post that says roll call like |
| 00:26:38 | 00:26:41 | share |
| 00:26:39 | 00:26:42 | because in that challenge packet we |
| 00:26:41 | 00:26:44 | toked about earlier I had a calendar |
| 00:26:42 | 00:26:46 | for them but they could check off that |
| 00:26:44 | 00:26:48 | they drink their water and so on Sunday |
| 00:26:46 | 00:26:50 | mornings I said |
| 00:26:48 | 00:26:52 | um you know in the comments here post a |
| 00:26:50 | 00:26:53 | picture of your calendar be eligible for |
| 00:26:52 | 00:26:55 | prizes |
| 00:26:53 | 00:26:58 | um so it like did two things it like |
| 00:26:55 | 00:27:00 | helped me easily pick winners because |
| 00:26:58 | 00:27:01 | instead of going through all the posts |
| 00:27:00 | 00:27:04 | and stuff and trying to figure out like |
| 00:27:01 | 00:27:05 | who was who was doing it uh they could |
| 00:27:04 | 00:27:07 | tell me right there and then two gave |
| 00:27:05 | 00:27:09 | them that Weekly accountability that |
| 00:27:07 | 00:27:10 | they knew was coming so they're like |
| 00:27:09 | 00:27:12 | okay this is gonna come up I should be |
| 00:27:10 | 00:27:14 | drinking my water and stuff like that |
| 00:27:12 | 00:27:15 | and where the people just naturally |
| 00:27:14 | 00:27:17 | communicating with each other on the |
| 00:27:15 | 00:27:19 | Facebook group or that was the thing |
| 00:27:17 | 00:27:20 | that like blew my mind |
| 00:27:19 | 00:27:23 | um and what I've seen in like all these |
| 00:27:20 | 00:27:26 | challenge groups that I've helped create |
| 00:27:23 | 00:27:28 | is is that like if you can get the |
| 00:27:26 | 00:27:30 | people if you can get people that are on |
| 00:27:28 | 00:27:33 | like the similar or same journey in that |
| 00:27:30 | 00:27:35 | group going through a shared experience |
| 00:27:33 | 00:27:37 | the conversations just happen naturally |
| 00:27:35 | 00:27:40 | which is why I didn't have to like do |
| 00:27:37 | 00:27:42 | all these posts and like uh facilitate |
| 00:27:40 | 00:27:44 | the conversations as much because they |
| 00:27:42 | 00:27:46 | would come in and say like oh I'm just |
| 00:27:44 | 00:27:47 | trying to drink water because I want to |
| 00:27:46 | 00:27:49 | lose weight I want to give up soda all |
| 00:27:47 | 00:27:52 | the whatever their reason was they'd |
| 00:27:49 | 00:27:54 | share those reasons and then um the |
| 00:27:52 | 00:27:57 | other awesome thing that was |
| 00:27:54 | 00:27:59 | unintentional but worked out so well was |
| 00:27:57 | 00:28:00 | that by like changing up the weekly |
| 00:27:59 | 00:28:02 | Focus |
| 00:28:00 | 00:28:03 | um 60 days they have to drink their |
| 00:28:02 | 00:28:05 | water every day for six days but the |
| 00:28:03 | 00:28:07 | weekly focuses would kind of change or |
| 00:28:05 | 00:28:10 | they would change and that changed the |
| 00:28:07 | 00:28:11 | conversation and kept things fresh you |
| 00:28:10 | 00:28:13 | know because six days is a long time and |
| 00:28:11 | 00:28:16 | people might like lose interest of just |
| 00:28:13 | 00:28:18 | like doing the same thing for 60 days |
| 00:28:16 | 00:28:20 | um but every week we'd be like gratitude |
| 00:28:18 | 00:28:21 | or healthy eating and so like people be |
| 00:28:20 | 00:28:24 | like oh I love healthy eating here's all |
| 00:28:21 | 00:28:26 | my recipes or I love gratitude and so |
| 00:28:24 | 00:28:28 | the conversations |
| 00:28:26 | 00:28:30 | um just naturally always happened |
| 00:28:28 | 00:28:32 | because the topics were being mixed up |
| 00:28:30 | 00:28:34 | by just the weekly challenges |
| 00:28:32 | 00:28:36 | all right so this goes Way Beyond water |
| 00:28:34 | 00:28:38 | bottles obviously right so essentially |
| 00:28:36 | 00:28:39 | you get them in with the hydration |
| 00:28:38 | 00:28:41 | challenge with The Shining Up full but |
| 00:28:39 | 00:28:43 | really it's more of like a lifestyle |
| 00:28:41 | 00:28:46 | thing right you tok about gratitude you |
| 00:28:43 | 00:28:48 | tok about healthy eating uh exercise |
| 00:28:46 | 00:28:50 | Maybe |
| 00:28:48 | 00:28:52 | and it just transforms into this you |
| 00:28:50 | 00:28:55 | know how to live a better life challenge |
| 00:28:52 | 00:28:56 | yeah yeah |
| 00:28:55 | 00:28:58 | and that's what was |
| 00:28:56 | 00:29:00 | that's what was um so fulfilling |
| 00:28:58 | 00:29:02 | honestly was from day one on Amazon |
| 00:29:00 | 00:29:04 | that's what I wanted the brand to stand |
| 00:29:02 | 00:29:07 | for and that's what I wanted to help |
| 00:29:04 | 00:29:09 | people do but I just never could I never |
| 00:29:07 | 00:29:11 | like figured it out until I was able to |
| 00:29:09 | 00:29:13 | do this Challenge and then that's when |
| 00:29:11 | 00:29:14 | like honestly it was kind of hard for me |
| 00:29:13 | 00:29:16 | to sell it at some points because I was |
| 00:29:14 | 00:29:18 | like this is so fulfilling like I feel |
| 00:29:16 | 00:29:20 | like I'm changing people's lives and |
| 00:29:18 | 00:29:21 | like helping them you know achieve these |
| 00:29:20 | 00:29:24 | things and the stories that would happen |
| 00:29:21 | 00:29:26 | after 60 days it was well well beyond |
| 00:29:24 | 00:29:28 | that they just drank water it was that |
| 00:29:26 | 00:29:30 | their whole confidence has changed our |
| 00:29:28 | 00:29:31 | whole life has changed and |
| 00:29:30 | 00:29:34 | um I was able to actually make the |
| 00:29:31 | 00:29:37 | impact that I wanted to with my business |
| 00:29:34 | 00:29:38 | um which is really cool all right so |
| 00:29:37 | 00:29:40 | Alicia I guess I |
| 00:29:38 | 00:29:43 | a question that the listeners are going |
| 00:29:40 | 00:29:45 | to have is I sell something super boring |
| 00:29:43 | 00:29:46 | how do I develop a challenge around that |
| 00:29:45 | 00:29:49 | so |
| 00:29:46 | 00:29:51 | um I don't know let's say I sell |
| 00:29:49 | 00:29:53 | office supplies or something help me |
| 00:29:51 | 00:29:56 | come up with a challenge for that |
| 00:29:53 | 00:29:58 | yeah so it all it all starts with |
| 00:29:56 | 00:30:00 | like every business needs to have a like |
| 00:29:58 | 00:30:02 | a story of what you stand |
| 00:30:00 | 00:30:03 | like that's the brand |
| 00:30:02 | 00:30:05 | um otherwise you're just a product |
| 00:30:03 | 00:30:07 | business and that's just not gonna go |
| 00:30:05 | 00:30:09 | far so uh water bottle business could |
| 00:30:07 | 00:30:12 | have had any story you know like any |
| 00:30:09 | 00:30:14 | Mission or purpose but like mine |
| 00:30:12 | 00:30:15 | specifically was to remind people that |
| 00:30:14 | 00:30:18 | they could do anything and become |
| 00:30:15 | 00:30:20 | anything so I think like starting there |
| 00:30:18 | 00:30:21 | is the most important thing of like what |
| 00:30:20 | 00:30:25 | your brand is like if it's an office |
| 00:30:21 | 00:30:26 | business and you want to support |
| 00:30:25 | 00:30:27 | um aspiring entrepreneurs that are |
| 00:30:26 | 00:30:30 | working in the office day to day or |
| 00:30:27 | 00:30:32 | whatever and you're gonna like help them |
| 00:30:30 | 00:30:34 | um with mindset or something like that |
| 00:30:32 | 00:30:38 | like you become this mindset business |
| 00:30:34 | 00:30:40 | that is all about you know motivating |
| 00:30:38 | 00:30:42 | um and encouraging educating your |
| 00:30:40 | 00:30:43 | customers so starting with your brand |
| 00:30:42 | 00:30:45 | and what your brand stands for your |
| 00:30:43 | 00:30:48 | values and like what you actually want |
| 00:30:45 | 00:30:49 | to achieve with it goes well beyond any |
| 00:30:48 | 00:30:51 | product that you choose if you got that |
| 00:30:49 | 00:30:53 | right you can do a new product you know |
| 00:30:51 | 00:30:55 | and then you just align that mission and |
| 00:30:53 | 00:30:57 | those values with that product and you |
| 00:30:55 | 00:30:59 | can create that challenge |
| 00:30:57 | 00:31:00 | um and then of course |
| 00:30:59 | 00:31:03 | um your products can fit into your |
| 00:31:00 | 00:31:06 | accounts like if you're doing an office |
| 00:31:03 | 00:31:07 | supply and you're selling paper or |
| 00:31:06 | 00:31:08 | something like that you could sell |
| 00:31:07 | 00:31:11 | organization |
| 00:31:08 | 00:31:12 | right organization yeah exactly and and |
| 00:31:11 | 00:31:14 | you're going to do a challenge that |
| 00:31:12 | 00:31:16 | helps people be organized get focused |
| 00:31:14 | 00:31:18 | get crystal clear on their goals as an |
| 00:31:16 | 00:31:19 | entrepreneur or even just a business |
| 00:31:18 | 00:31:21 | professional on like what they want to |
| 00:31:19 | 00:31:23 | achieve then that's how you can take any |
| 00:31:21 | 00:31:24 | boring product but as long as you have |
| 00:31:23 | 00:31:26 | like the brand |
| 00:31:24 | 00:31:29 | um and the story that you want to like |
| 00:31:26 | 00:31:30 | align it with yeah |
| 00:31:29 | 00:31:32 | it's a mess yeah I like that and then |
| 00:31:30 | 00:31:34 | once people |
| 00:31:32 | 00:31:35 | join your challenge they're like your |
| 00:31:34 | 00:31:37 | company name like they might not be |
| 00:31:35 | 00:31:39 | ready to buy like a hammock or something |
| 00:31:37 | 00:31:42 | right but they'll remember your brand |
| 00:31:39 | 00:31:44 | and so when you do send out emails or |
| 00:31:42 | 00:31:46 | run ads they'll remember that challenge |
| 00:31:44 | 00:31:48 | they took part in and they'll want to |
| 00:31:46 | 00:31:49 | shop from you right like I'm not going |
| 00:31:48 | 00:31:51 | to buy a water bottle from the algae |
| 00:31:49 | 00:31:54 | anymore once I've gone through one of |
| 00:31:51 | 00:31:56 | your challenges exactly exactly because |
| 00:31:54 | 00:31:57 | then you've you've done more for them |
| 00:31:56 | 00:32:00 | than any brand like that's the biggest |
| 00:31:57 | 00:32:02 | thing is that a lot of Brands a lot of |
| 00:32:00 | 00:32:04 | just companies don't like that's why I |
| 00:32:02 | 00:32:06 | make sure it's free like the whole |
| 00:32:04 | 00:32:08 | challenge is free because I'd rather I'd |
| 00:32:06 | 00:32:10 | rather like get them in and um get them |
| 00:32:08 | 00:32:12 | into my world and learn how you know how |
| 00:32:10 | 00:32:15 | much we care about their their |
| 00:32:12 | 00:32:17 | experience and then lock them into like |
| 00:32:15 | 00:32:18 | any product we launch you know because |
| 00:32:17 | 00:32:21 | at that point like you said like really |
| 00:32:18 | 00:32:23 | could have much money |
| 00:32:21 | 00:32:25 | um I want to keep it like along their |
| 00:32:23 | 00:32:28 | their journey and I was also just a side |
| 00:32:25 | 00:32:29 | note of the best best thing ever was |
| 00:32:28 | 00:32:31 | that we never knew what products to |
| 00:32:29 | 00:32:33 | launch until we had this community and |
| 00:32:31 | 00:32:35 | they were always like we want this this |
| 00:32:33 | 00:32:37 | this this and this color and this size |
| 00:32:35 | 00:32:39 | and so like everything was so much |
| 00:32:37 | 00:32:41 | easier and just like okay we'll launch |
| 00:32:39 | 00:32:43 | that now and and then it wasn't a flaw |
| 00:32:41 | 00:32:45 | because you know who your customers and |
| 00:32:43 | 00:32:48 | what they want now right |
| 00:32:45 | 00:32:49 | that's cool I like that so do all these |
| 00:32:48 | 00:32:51 | challenges have to be so long you |
| 00:32:49 | 00:32:53 | mentioned yours are like 60 days that's |
| 00:32:51 | 00:32:56 | a long time but do they have to be |
| 00:32:53 | 00:32:57 | longer on the longer end in general |
| 00:32:56 | 00:32:59 | um so there's pros and cons for sure and |
| 00:32:57 | 00:33:02 | I'm doing a brand just starting out I |
| 00:32:59 | 00:33:04 | just say do a shorter one like 21 days |
| 00:33:02 | 00:33:06 | is the shortest I'd say |
| 00:33:04 | 00:33:08 | um to like 30 days just because you want |
| 00:33:06 | 00:33:10 | to like test the concept prove it get |
| 00:33:08 | 00:33:11 | some social proof and use that to like |
| 00:33:10 | 00:33:13 | build |
| 00:33:11 | 00:33:16 | um but in 60 days it just take a while |
| 00:33:13 | 00:33:18 | to like get all that built but for me |
| 00:33:16 | 00:33:21 | the pros of a 60 day is one the |
| 00:33:18 | 00:33:23 | transformation is much deeper for the |
| 00:33:21 | 00:33:25 | customer so you get the testimonials and |
| 00:33:23 | 00:33:28 | the stories and the Loyalty that you |
| 00:33:25 | 00:33:30 | build out of that is like next to |
| 00:33:28 | 00:33:32 | nothing it's just really cool and then |
| 00:33:30 | 00:33:35 | two as a business owner it's so much |
| 00:33:32 | 00:33:37 | easier for to manage because |
| 00:33:35 | 00:33:39 | um the hardest or the most time |
| 00:33:37 | 00:33:40 | consuming part of running it is |
| 00:33:39 | 00:33:42 | launching it |
| 00:33:40 | 00:33:44 | um and and that's like it's really great |
| 00:33:42 | 00:33:46 | because you can get some more leads and |
| 00:33:44 | 00:33:48 | everything let it run and and let it |
| 00:33:46 | 00:33:50 | like nurture my customers and I could |
| 00:33:48 | 00:33:52 | show up once a week and I had other |
| 00:33:50 | 00:33:53 | parties too but like that was like check |
| 00:33:52 | 00:33:56 | and then I can move on to the next big |
| 00:33:53 | 00:33:58 | project so it was really really nice for |
| 00:33:56 | 00:34:00 | me as a business owner to not have to |
| 00:33:58 | 00:34:02 | like redo it all the time |
| 00:34:00 | 00:34:04 | um and then just the stories that would |
| 00:34:02 | 00:34:07 | happen and Transformations and it goes |
| 00:34:04 | 00:34:08 | by so fast like so fast and you'd be |
| 00:34:07 | 00:34:11 | surprised at how many people stay along |
| 00:34:08 | 00:34:13 | for the whole 60 days like um are you |
| 00:34:11 | 00:34:15 | doing them every day by the way just |
| 00:34:13 | 00:34:17 | have I done them every day no no are you |
| 00:34:15 | 00:34:19 | emailing them every day are you |
| 00:34:17 | 00:34:21 | contacting them every day no just once a |
| 00:34:19 | 00:34:23 | week just once a week okay all right |
| 00:34:21 | 00:34:25 | yeah yeah so I we'd have our live videos |
| 00:34:23 | 00:34:26 | on Sundays and on Mondays I'd send the |
| 00:34:25 | 00:34:28 | recap of like here's what happened |
| 00:34:26 | 00:34:29 | here's to one here's the new weekly |
| 00:34:28 | 00:34:31 | Focus |
| 00:34:29 | 00:34:33 | um all that kind of stuff okay so |
| 00:34:31 | 00:34:35 | correspondence Wise It's actually |
| 00:34:33 | 00:34:36 | prepping it doesn't I mean coming with |
| 00:34:35 | 00:34:39 | the idea is the hardest part but |
| 00:34:36 | 00:34:41 | executing it it's once a week live and |
| 00:34:39 | 00:34:43 | then it's not maybe a couple of emails |
| 00:34:41 | 00:34:45 | in the beginning to get them set up but |
| 00:34:43 | 00:34:48 | after that it's just one email a week |
| 00:34:45 | 00:34:50 | yeah exactly and I set up the like a |
| 00:34:48 | 00:34:52 | flow that I would just duplicate |
| 00:34:50 | 00:34:54 | um so I set up one time and that's like |
| 00:34:52 | 00:34:55 | that's the whole part that I help my |
| 00:34:54 | 00:34:57 | clients do is like conceptualize the |
| 00:34:55 | 00:34:59 | strategy then build out their landing |
| 00:34:57 | 00:35:01 | pages the emails and then once you have |
| 00:34:59 | 00:35:03 | those like back-end emails when somebody |
| 00:35:01 | 00:35:04 | registers you can just keep duplicating |
| 00:35:03 | 00:35:05 | it |
| 00:35:04 | 00:35:07 | um for future rounds |
| 00:35:05 | 00:35:10 | I like this okay so it doesn't even |
| 00:35:07 | 00:35:11 | sound that much work it no I mean that's |
| 00:35:10 | 00:35:13 | the thing coming up with it is the hard |
| 00:35:11 | 00:35:16 | part like what's coming up with it I'm |
| 00:35:13 | 00:35:19 | building it like so for me I built out |
| 00:35:16 | 00:35:21 | my assets over 10 challenges so 600 days |
| 00:35:19 | 00:35:24 | so like the challenge packet my landing |
| 00:35:21 | 00:35:25 | pages and um like made it look as |
| 00:35:24 | 00:35:28 | professional as it is over that much |
| 00:35:25 | 00:35:31 | time but that's like how I tell people |
| 00:35:28 | 00:35:32 | to get it set up is like that and that |
| 00:35:31 | 00:35:34 | can take some time you know to have it |
| 00:35:32 | 00:35:36 | look as professional |
| 00:35:34 | 00:35:37 | um and I didn't do that straight out of |
| 00:35:36 | 00:35:38 | the gate you know it was just done over |
| 00:35:37 | 00:35:41 | time |
| 00:35:38 | 00:35:44 | um and revised and changed and um |
| 00:35:41 | 00:35:46 | optimized uh to what it what it became |
| 00:35:44 | 00:35:48 | but um but then after that that was the |
| 00:35:46 | 00:35:50 | best part because we were just a small |
| 00:35:48 | 00:35:52 | team of three people sure I just I |
| 00:35:50 | 00:35:54 | couldn't have something that took up a |
| 00:35:52 | 00:35:57 | lot of my time but then also just |
| 00:35:54 | 00:35:59 | provided immense value to our customers |
| 00:35:57 | 00:36:01 | and didn't really take much time so |
| 00:35:59 | 00:36:02 | let's illuminate enumerate what you need |
| 00:36:01 | 00:36:04 | here it sounds like this is challenge |
| 00:36:02 | 00:36:06 | packet to get them started right and |
| 00:36:04 | 00:36:08 | then for a 68 challenge that's five |
| 00:36:06 | 00:36:11 | emails and an autoresponder essentially |
| 00:36:08 | 00:36:14 | right like a flow yeah five to seven |
| 00:36:11 | 00:36:16 | seven sure in the three spot five to |
| 00:36:14 | 00:36:17 | seven and then you're just going on live |
| 00:36:16 | 00:36:19 | once a week |
| 00:36:17 | 00:36:21 | and getting people on you're having |
| 00:36:19 | 00:36:23 | conversations and whatnot and maybe the |
| 00:36:21 | 00:36:24 | next day you do another post that just |
| 00:36:23 | 00:36:25 | outlines the accomplishments that people |
| 00:36:24 | 00:36:28 | had |
| 00:36:25 | 00:36:29 | is that like I'm sure there's more to it |
| 00:36:28 | 00:36:32 | but that in a nutshell is the |
| 00:36:29 | 00:36:34 | preparation that you need uh and the |
| 00:36:32 | 00:36:34 | landing pages |
| 00:36:35 | 00:36:40 | and then um occasionally not for all the |
| 00:36:38 | 00:36:42 | challenges but some challenges |
| 00:36:40 | 00:36:44 | I provide like weekly templates so if |
| 00:36:42 | 00:36:46 | it's like a healthy eating here's a |
| 00:36:44 | 00:36:48 | template for you to keep track so then |
| 00:36:46 | 00:36:50 | but not all challenges some some people |
| 00:36:48 | 00:36:52 | like them and some people don't use them |
| 00:36:50 | 00:36:54 | like if you have a group of men a lot of |
| 00:36:52 | 00:36:55 | times they don't like to use templates |
| 00:36:54 | 00:36:57 | and stuff |
| 00:36:55 | 00:36:59 | um |
| 00:36:57 | 00:37:02 | I don't know |
| 00:36:59 | 00:37:03 | um but like women love to color them and |
| 00:37:02 | 00:37:06 | decorate them and make them quite |
| 00:37:03 | 00:37:08 | creative and and stuff like that and so |
| 00:37:06 | 00:37:09 | um so there's just like the small assets |
| 00:37:08 | 00:37:12 | but yeah in a nutshell that's pretty |
| 00:37:09 | 00:37:14 | much the the gist of it cool okay I can |
| 00:37:12 | 00:37:15 | see this working really well it builds |
| 00:37:14 | 00:37:17 | community and then you can actually |
| 00:37:15 | 00:37:19 | probably use these stories in future |
| 00:37:17 | 00:37:20 | Facebook ads too right I mean people are |
| 00:37:19 | 00:37:23 | telling their stories okay nice yeah |
| 00:37:20 | 00:37:25 | that's another huge thing was that I was |
| 00:37:23 | 00:37:27 | in charge of our marketing and I just |
| 00:37:25 | 00:37:29 | like what should I write what blog |
| 00:37:27 | 00:37:31 | artikle about this should I do this and |
| 00:37:29 | 00:37:34 | as soon as I have this community it's |
| 00:37:31 | 00:37:36 | like all of my content was made for me |
| 00:37:34 | 00:37:37 | um and that was like the best part was |
| 00:37:36 | 00:37:39 | like they became my emails they're |
| 00:37:37 | 00:37:42 | banning social posts they became all my |
| 00:37:39 | 00:37:44 | ads um like like all of marketing just |
| 00:37:42 | 00:37:46 | became easy |
| 00:37:44 | 00:37:48 | um for me because they made my content |
| 00:37:46 | 00:37:50 | before before this group I never we just |
| 00:37:48 | 00:37:53 | like we begged people for user generated |
| 00:37:50 | 00:37:54 | content like will you please send a |
| 00:37:53 | 00:37:56 | video or a picture |
| 00:37:54 | 00:37:58 | um and we'll send you something and and |
| 00:37:56 | 00:38:00 | after this like we had like we didn't |
| 00:37:58 | 00:38:02 | even tap into like a tenth of the |
| 00:38:00 | 00:38:05 | content that was in there before we sold |
| 00:38:02 | 00:38:07 | yeah no that's amazing I guess this |
| 00:38:05 | 00:38:08 | could be kind of intimidating for |
| 00:38:07 | 00:38:10 | someone starting from ground zero right |
| 00:38:08 | 00:38:12 | because I guess you're putting down |
| 00:38:10 | 00:38:14 | three to five hundred bucks uh for |
| 00:38:12 | 00:38:16 | something that you might not see pay |
| 00:38:14 | 00:38:18 | dividends for potentially a month or so |
| 00:38:16 | 00:38:20 | or 60 days however long the challenge is |
| 00:38:18 | 00:38:22 | right right and that's why I say like |
| 00:38:20 | 00:38:25 | for new brands start off as a shorter |
| 00:38:22 | 00:38:27 | challenge not like seven to ten like |
| 00:38:25 | 00:38:29 | more like 21 to 30 because you still |
| 00:38:27 | 00:38:31 | want to like go through a whole |
| 00:38:29 | 00:38:33 | experience with them excuse me and um |
| 00:38:31 | 00:38:35 | and like the weekly challenges if you |
| 00:38:33 | 00:38:37 | only have like one or two like people |
| 00:38:35 | 00:38:40 | don't get the rhythm of what you're |
| 00:38:37 | 00:38:41 | trying to to establish so like within |
| 00:38:40 | 00:38:43 | like a month time period people are like |
| 00:38:41 | 00:38:45 | oh there's like this is the Cadence this |
| 00:38:43 | 00:38:47 | is like they go live weekly they do all |
| 00:38:45 | 00:38:48 | these things so like |
| 00:38:47 | 00:38:50 | um a newer brand starting off shorter |
| 00:38:48 | 00:38:52 | but still enough time to kind of show |
| 00:38:50 | 00:38:54 | them what you're trying to achieve |
| 00:38:52 | 00:38:57 | um |
| 00:38:54 | 00:38:59 | I know for me uh when I first started |
| 00:38:57 | 00:39:01 | doing these lives I I'd always be like |
| 00:38:59 | 00:39:02 | okay what if no one shows up what if no |
| 00:39:01 | 00:39:04 | one shows up what if no one shows up and |
| 00:39:02 | 00:39:06 | I remember my first lives that I did I |
| 00:39:04 | 00:39:08 | think I got like five people to show up |
| 00:39:06 | 00:39:09 | or maybe less than that and I was like |
| 00:39:08 | 00:39:11 | ah |
| 00:39:09 | 00:39:13 | there's only five people watching me how |
| 00:39:11 | 00:39:16 | did you get over that part of it |
| 00:39:13 | 00:39:18 | that's a great question so I |
| 00:39:16 | 00:39:20 | made fun of me because I try to go live |
| 00:39:18 | 00:39:22 | when nobody was |
| 00:39:20 | 00:39:25 | at first |
| 00:39:22 | 00:39:27 | I was like so nervous to go live and I'm |
| 00:39:25 | 00:39:29 | like and then he's like no you need to |
| 00:39:27 | 00:39:31 | like tell them like and set a schedule |
| 00:39:29 | 00:39:32 | so people you know come so the first few |
| 00:39:31 | 00:39:33 | times I was like kind of happier if it |
| 00:39:32 | 00:39:36 | was like a little bit less people to |
| 00:39:33 | 00:39:38 | kind of warm up but then once like I set |
| 00:39:36 | 00:39:40 | my schedule like 7 P.M Eastern Sunday |
| 00:39:38 | 00:39:42 | that's how it was like a year and a half |
| 00:39:40 | 00:39:45 | two years or whatever and um |
| 00:39:42 | 00:39:48 | and they were originally at first we |
| 00:39:45 | 00:39:51 | only had like 10 people or so on the |
| 00:39:48 | 00:39:53 | live videos but like to be honest you |
| 00:39:51 | 00:39:56 | just treat those 10 people like they're |
| 00:39:53 | 00:39:57 | like the best thing ever and like you |
| 00:39:56 | 00:39:59 | can say them by name like oh my gosh |
| 00:39:57 | 00:40:01 | take him thanks for so much for showing |
| 00:39:59 | 00:40:03 | up how are you and that was the biggest |
| 00:40:01 | 00:40:05 | thing is that like |
| 00:40:03 | 00:40:06 | um I I took a lot of time because like I |
| 00:40:05 | 00:40:08 | really did care about these women a lot |
| 00:40:06 | 00:40:09 | I was just like getting to know their |
| 00:40:08 | 00:40:11 | names their families their stories and |
| 00:40:09 | 00:40:12 | stuff like that and so once they feel |
| 00:40:11 | 00:40:14 | like |
| 00:40:12 | 00:40:15 | um like I said our community wanted to |
| 00:40:14 | 00:40:17 | feel seen and heard that was a big part |
| 00:40:15 | 00:40:19 | of it they felt like they were part of a |
| 00:40:17 | 00:40:21 | conversation building our brand with us |
| 00:40:19 | 00:40:22 | learning from us and like being a part |
| 00:40:21 | 00:40:23 | of it |
| 00:40:22 | 00:40:25 | um that just started growing |
| 00:40:23 | 00:40:27 | exponentially but at first like it was |
| 00:40:25 | 00:40:28 | totally okay there was just 10 of them |
| 00:40:27 | 00:40:30 | because they were they just became like |
| 00:40:28 | 00:40:32 | kind of best friends you know and then |
| 00:40:30 | 00:40:33 | yeah eventually people catch wind of |
| 00:40:32 | 00:40:35 | that and like see how much you actually |
| 00:40:33 | 00:40:36 | really care |
| 00:40:35 | 00:40:39 | um and like they want to come in and |
| 00:40:36 | 00:40:40 | like tok to a brand and be a part of |
| 00:40:39 | 00:40:42 | something too and be a part of the |
| 00:40:40 | 00:40:44 | conversation so then it just grows from |
| 00:40:42 | 00:40:46 | there by just treating those first five |
| 00:40:44 | 00:40:48 | to ten people like they are your best |
| 00:40:46 | 00:40:51 | friends and really caring makes it fun |
| 00:40:48 | 00:40:52 | yeah they'll stay on live with you and |
| 00:40:51 | 00:40:55 | it's a good time |
| 00:40:52 | 00:40:56 | let's set some expectations here so if |
| 00:40:55 | 00:40:57 | you're doing a live and let's say you |
| 00:40:56 | 00:40:59 | get 100 people sign up like how long |
| 00:40:57 | 00:41:00 | does it I imagine this is like a |
| 00:40:59 | 00:41:01 | snowball thing right after a while |
| 00:41:00 | 00:41:04 | people share the challenge because they |
| 00:41:01 | 00:41:06 | love it so much what |
| 00:41:04 | 00:41:08 | what time frame would you start seeing |
| 00:41:06 | 00:41:10 | what what time is what is the inflection |
| 00:41:08 | 00:41:12 | point like what was it for you when |
| 00:41:10 | 00:41:15 | things started really taking off |
| 00:41:12 | 00:41:17 | yeah um I always say hundreds like a |
| 00:41:15 | 00:41:19 | really good base level just to see but |
| 00:41:17 | 00:41:20 | like it was like because we but we |
| 00:41:19 | 00:41:22 | started off with and that's just what |
| 00:41:20 | 00:41:24 | I'm seeing from like other groups uh |
| 00:41:22 | 00:41:26 | because we started off with like three |
| 00:41:24 | 00:41:27 | to five hundred for something in that |
| 00:41:26 | 00:41:29 | range |
| 00:41:27 | 00:41:31 | um and even at that point we had just a |
| 00:41:29 | 00:41:34 | few people showing up live but I feel |
| 00:41:31 | 00:41:36 | like as soon as that first few weeks of |
| 00:41:34 | 00:41:38 | just three to five hundred people and |
| 00:41:36 | 00:41:40 | they started getting the Cadence of like |
| 00:41:38 | 00:41:41 | what was going on that's when it like |
| 00:41:40 | 00:41:43 | snowballed like so I always tell people |
| 00:41:41 | 00:41:46 | three or five hundred people is such a |
| 00:41:43 | 00:41:48 | sweet spot of just like that's really |
| 00:41:46 | 00:41:51 | like all you need to like have this like |
| 00:41:48 | 00:41:53 | Mass uh Power behind this group that you |
| 00:41:51 | 00:41:54 | can like take all of those benefits that |
| 00:41:53 | 00:41:56 | we toked about from |
| 00:41:54 | 00:41:57 | um because that was like my very first |
| 00:41:56 | 00:41:59 | Challenge and like the first few weeks |
| 00:41:57 | 00:42:01 | people are like what's going on like |
| 00:41:59 | 00:42:03 | what's what are these five videos and |
| 00:42:01 | 00:42:05 | then by the end of the 60 days with just |
| 00:42:03 | 00:42:07 | three to five hundred people like it was |
| 00:42:05 | 00:42:09 | this full community showing up offering |
| 00:42:07 | 00:42:10 | feedback okay everything like that so it |
| 00:42:09 | 00:42:11 | really doesn't take a lot of people at |
| 00:42:10 | 00:42:13 | all |
| 00:42:11 | 00:42:15 | um I just think getting started started |
| 00:42:13 | 00:42:17 | at least 100 at minimum minimum and you |
| 00:42:15 | 00:42:18 | use the same group each time Facebook |
| 00:42:17 | 00:42:20 | group each time so it just gets bigger |
| 00:42:18 | 00:42:22 | over time right that's the best thing is |
| 00:42:20 | 00:42:24 | a lot of a lot of people have asked me |
| 00:42:22 | 00:42:26 | like do I need a group for like my brand |
| 00:42:24 | 00:42:27 | and then a group for the challenge and |
| 00:42:26 | 00:42:29 | it's like no you just need one group |
| 00:42:27 | 00:42:31 | because it is your brand you know this |
| 00:42:29 | 00:42:33 | like this is what you're bringing this |
| 00:42:31 | 00:42:34 | is the value you're bringing to your |
| 00:42:33 | 00:42:35 | customers |
| 00:42:34 | 00:42:37 | um and so everything that I wanted to |
| 00:42:35 | 00:42:40 | everything that people try to achieve |
| 00:42:37 | 00:42:43 | from a branded Community like customer |
| 00:42:40 | 00:42:45 | feedback or testimonials are our product |
| 00:42:43 | 00:42:48 | feedback and stuff like that all was |
| 00:42:45 | 00:42:50 | achieved there and um and so you just |
| 00:42:48 | 00:42:52 | keep the same group when it builds and |
| 00:42:50 | 00:42:54 | then the people that had |
| 00:42:52 | 00:42:56 | um done the challenges before they know |
| 00:42:54 | 00:42:58 | exactly what's going on and they help |
| 00:42:56 | 00:43:00 | indoctrinate the next round of people |
| 00:42:58 | 00:43:02 | they're like this is what's going on you |
| 00:43:00 | 00:43:04 | know Alicia goes live once a week they |
| 00:43:02 | 00:43:06 | have these challenges and so that's what |
| 00:43:04 | 00:43:08 | it became easier because I had my emails |
| 00:43:06 | 00:43:10 | to help guide them but I also had this |
| 00:43:08 | 00:43:12 | Army of people that were just like this |
| 00:43:10 | 00:43:15 | is what's happening welcome and I love |
| 00:43:12 | 00:43:17 | it I'll come in |
| 00:43:15 | 00:43:19 | if you want to see more amazing |
| 00:43:17 | 00:43:21 | interviews with successful entrepreneurs |
| 00:43:19 | 00:43:23 | then check out this next interview right |
| 00:43:21 | 00:43:26 | here I think you'll enjoy it and you'll |
| 00:43:23 | 00:43:26 | definitely be inspired |
