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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

This 1 Strategy Grew Her Water Bottle Brand To 10M+ With Alicia Reynoso

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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

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