How Goli went from $0 to $4.1M per MONTH in 30 days on TikTok Shop

what's up guys welcome back to episode 45 of Sweat Equity um Alex I'm super excited to hear you said you got something that you think I'm gonna have a unique reaction to today yeah just

because it's a little different um than what we usually talk about usually I'm looking at like apparel Brands Fitness Brands health related Brands but a lot of people do comment and ask us about

content to help them grow as a musician or as an artist and so I found somebody um that has added 2,000 I mean sorry 2,000 they added 2 million followers

since July which is absolutely crazy so July 1st they had 400 and something thousand followers which is still like a sub a substantial amount right but up to date now they have nearly 2.5 million

followers they're averaging 28,000 new followers a day they have some days where that he's adding 75 80 990,000 followers um the crazy thing was before

that he was actually losing followers so before like this big just takeoff he was uh yeah he was losing like 70 80 90 followers a day so I sent you a video I

first want you to watch it and get your actual reaction to it the key to it to to know is the song that's playing that the skit is that they're that they're or

the skit that they're uh making the song that they're using is his song got it okay so watch it all right Just Call My [Music]

Name don't be sh you got my number don't be scared to JP right that was that was the whole thing that's the whole thing now go to his

reals tab though please go to his reals Tab and scroll down and look at the numbers damn it's pretty I mean 8.1 8.7 million

bro that's nothing there's he the one I just sent you has 80.1 million views yeah like 31 on some of these I mean he's going nuts absolutely crazy this guy's just like trolling the entire

internet right now so keep watch like another one or two he did it to Gary ve and that [ __ ] was let me see if I could find that one got it so he's just hitting this format over and over again and then he incorporates some

celebrities like I just watched the Amanda CNY one I mean respect you know this yeah like he to the bit that's you can't take that away from him yeah

that's hilarious cuz he kind of looks like a character but like I wasn't sure where he was going to go with this Gary nailed that nailed it the

security guard looking back is kind of funny so here's the thing he's going viral every single day there isn't a video in that series that doesn't have over a million views and realistically

like most of them have 5 to 10 a lot of them have 30 to 60 some of them even have 80 million views um and the crazy thing is it's like just this repeatable format we always talk about Series yeah and like doing these things that you

could repeat over and over again and like when you look at this and what he's doing it is that it's like this 15 to 20 minute skit that he's executing day after day after day and it's hilarious

but again the the key to this is so he dropped this song called slip away and then they made a slow down version of the song um and so when you're a musician or what whatnot it's like okay how do you get a new song to gain

traction so here's what he's doing right and his whole thing is he's creating these skits there's really four parts to a skit so let's go through the breakdown the first thing is someone or he

manufactur like a scener stunt right in the first video I sent you somebody's behind him throws water balloons but they do it intentionally because there's like two girls behind them MH right and

so they start off with that visual hook it's kind of frame breing because they're getting it on the like the POV from the iPhone right somebody just getting like the thing getting done right and then it as soon as the song

drops it like flips to him like flipping his hair around and looking at them low key kind of looks like Kade now that I like look like the hair kind of looks like Kate no they got that like gen Z

part yeah um so he flips around as soon as he flips around his song drops right but the key is if you think about the song is a slow down version and then

they do his portion in slow-mo you know and then on top of that shot on a beautiful DSLR like it's per it's like picture perfect shot so it's like these two uh it's like flipping back and forth

between the DSLR and then the iPhone reaction where like this person's like doesn't know what's going on right and then this guy continues to act and then and like that's part two and part three

right part two is he flips around song drops part three is they continuously like go back and forth between the reaction like he keeps doing more and more and they're just like lost they don't know what's going on but again

it's like all parting like going back into the to the song But when you really think about this skit and why I think this is genius if you are a a musician or an artist is the key is the song is

the driving force between the entire skit like this skit doesn't work without that song and so when I'm thinking about for an artist or or a musician or whatever it's like he took his product and made it okay like he he like it's

almost like he put it down he's like okay I'm going to manufacture everything around this not vice versa like somebody's usually thinking about okay how do I promote the song and how am I going to do XYZ to

just promote the song he's like no no no I'm just going to create content the content the core of the content is going to be my song um and it's and it's phenomenal like this is I literally just wanted to bring it up because I've found

this two or three weeks ago and I knew I had to talk about it and I kept forgetting about it um but it's crazy the fact that he's added two million followers like since July it's like when

you think about entertainment like when we talk about top of funnel content and and like having to do something that's either inspirational motivational educational or entertaining Like This falls into the entertaining bit but he

also did everything else that's top of funnel middle of funnel bottom of funnel all in one like if you look at his pin or his pin comments for example his pin comments like somebody's like what is

that song and he's in the replies ASAP and that that pin comment will have 10,000 likes 15 20,000 likes right so he's G he's driving a sign a significant

amount of traction to the song as well but overall just like a great way to manufacture virality around a song dude like it was I watched it and I don't

know how it ended up on my explore feed I'm waiting for you to add jokes about why it's on my explore feed I mean this is kind of the look that you give in every sort of thumbnail like what he's looking at these people with is like

exactly whenever Kade pulls out the camera that that's how you look at him okay so I'm checks out that this like really attracted you cuz you want to know why this it's like you saw your brother or your cousin on the feet all right I'm not even lie I'm going to show you a picture I'm going to regret

showing you and this was me when I was 14 and you could put this on the screen Kade tell me it

doesn't it all checks out it all checks out huh yeah this is this was all a Sly soft launch to Alex's music career uh I mean what what this honestly reminds me

of is like the OG like Tik tock song blowup days where someone would pair a dance to a song and that effectively by creating a trend and like a easyto

repeat action for someone to do like anyone could make this video if it wasn't so hilariously cringe like they would maybe want to make something like this and that would obviously get his

song out there all of a sudden it's omnipresent on the feed that was like the Golden Age of Tik Tok like 2019 2020 2021 where every song had some sort of

like attached Trend to it that was super easy for people to learn especially during Co and like learning dances and [ __ ] so um yeah smart move by him uh I

don't know like I can't really have this guy's IG on my computer anymore or the feds are gonna ask like what's going on I'll I'll take it back to the Tik Tock

era kind of two three years ago when it could get a song Blow Up um do you remember Russ's song handsomer mhm yeah do you remember how that blew up the the like challenge where he's like rap on

this first yeah so he drops a song this is just another way like it cuz most people aren't going to do this like skits like this right and he's like a pop artist like you everything like but

R Russ was able to get that to work because he's Russ this guy is a nobody who is not like making music I think he could have done what Russ did to a

smaller scale like it would have worked okay like 500,000 followers and like I looked at his Spotify he was pretty big is there like I'm sure it would have gained some traction but like with Russ

is yeah it was he put out the song handsomer and then he was like look I'm going to drop a remix to the song you have to duet it and then whoever drops the meanest verse is going to be like included in the in the remix that's

going to go you know live everywhere and dude it it climbed the charts to number one and it like stayed at the top yeah it was is which was uh pretty sick U which I think is just another strategy

but um I have another portion I'll go into it after I think it'll it'll pick you back well off of your playbook um what do you got um yeah that was

honestly uh I'm I'm shook right now I don't even know really how to respond leing off the podcast with that segment but like I told you bro it was going to be

different if you're still with us here let's get into some tactical marketting I think people will watch that and like will watch that segment watch his content and literally just get a good

laugh like I show it to FES John Austin everybody's just dying laughing laughing because I think it's what it's what you're saying like it's so obnoxiously cringe on purpose yeah I mean you can

tell that he's [ __ ] around which I like don't get me wrong I appreciate like I I'm I'm someone who likes a good troll just like the rest of us but it's not like some of the people in Austin that have a run club that we're talking

about that like try to be like that on purpose he's effectively making fun of them yes I would you yeah he's like making a mockery of of influencers so have you heard of goalie nutrition I

have yeah they're kind of like a really big in retail supplements brand and they popped off with their apple cider vinegars a couple year apple cider vinegar gummies a couple of years ago

and so recently they've actually been going super viral on Tik Tock shop and without beating a dead horse about Tik Tock shop I really wanted to highlight the different tactics they use to go

from zero to $4.1 million in a month in 30 days wow all of it was due to these three things so number one they created a crazy incentive program so right now

what is the standard for Tik Tok is you send an affiliate a DM and you say hey would you like to work with us this is the commission you'll earn goalie took that another step forward and said if you're an affiliate and you generate

$4,000 in revenue for us we'll give you a free iPhone if you're an affiliate and you generate $25,000 for us will give you a Miami Retreat if you're an affiliate who generates 250k will get

you a new BMW so they rolled out this incentive Rewards program which was in addition to the 20% based Commission Now another key thing they did was they

increased the commission rate to 25% once the Creator hits 5K in GMB what the standard uh the standard is probably like 15 15 20% so the the commission rate was good at first but it it

increases once you hit you know 5K and gmv and you know this initial promo period was one week so the question is like how did goalie coordinate this so well like how did they knock the promotion period out the park it's

because they push the offer to these Creator communities on Discord so these are communities where 18 to 24y old kids will take a course on how to create content that sells on Tik Tok shop how

to go viral all the things that come with it whether it's hooks you know injecting social proof you name it mentioning the offer and because they pushed out this incentive program to

this Creator Community they were able to have a coordinated roll out instead of seeding this to thousands of Affiliates which has kind of been Tik tok's what Tik Tok recommends you to do they're like volume volume volume they actually

went to these targeted Creator communities to get their start and so because they did that with people that they were able to easily communicate with then the those folks are super highly motivated they're like oh there's

a Golden Goose at the end of this like I can get a BMW if I drive this much revenue heck yeah plus your commission rate like that's a lick I mean you're getting a BMW plus $50,000 in commiss

what BMW is it it's a X5 crazy which is like their midsize like nice like SUV and so the third thing is what they understood is that with wait sorry how much did you have to

drive to get a BMW uh 250 racks okay A kid got it yeah he he did it um but anyways so that's

like step one and two right is they rolled out the incentive program and then they sent it to all these different Creator communities I think there was three total so because they had really strong creators going viral right off

the bat the third part of their strategy was to seed a massive amount of regular people that are Tik Tok shop Affiliates not in these communities but who are able to create videos and monetize them

and so they sent out samples to 4,900 creators who collectively created 177,000 videos so they've had 17,000

videos posted on Tik Tok in the last 30 days generating that $3.9 million of Revenue absolutely insane that is wild so but why did that work it's because

the progression of time right so they develop the offer the incentive structure that's got to get approved by Finance goalie is like a massive company right like they have to they can't just say like we're giving out a BMW like

that was probably two-month initiative to get buying from the team second of all is once you roll out that targeted offer to these creators like they're now

so motivated to go off that your chances of going viral which is what happened are increased and what happens then is all of these other Affiliates that you see are that much more likely to try

harder because they see that it's moving from the others and so they're like okay maybe I have a chance to make some money here as well so it's a strategy that really any retail Focus brand can emulate if they want to invest in the

channel I think the the smart part smart part about a strategic rollout like this is the fact that you create that manufactur feeling of damn why is this brand everywhere I turn like we were

just talking with uh raw nutrition like they have a launch that's going live uh like September to October and we what we're trying to do is exactly what you're you're talking about I was like

we're trying to roll out influencer seaing campaign with certain athletes Etc and it is to create that feeling of like why is raw nutrition [ __ ] everywhere right now especially when you

I don't know what goalie was doing but were they just promoting like their top sellers and [ __ ] not even it was just the mixed berry ashwagandha which is like I I'm pretty sure they blew up for their apple cider

vinegar gummies I know I know him because of their apple cider vegar not ashonda yeah and and I think primarily they were also uh I I think they were pretty focused on

women before and obviously you know ashwagandha has benefits to both sides more so um the thing about Tik Tok shop

is it fixes the influencer attribution problem like what you just described any sort of strategy with influencers you're always going to try and measure with putting together some numbers that don't

always fully add up whereas with Tik Tok shop all of those numbers are tracked and clearly attributed by creat so if a Creator makes the brand $250,000

from a video and it's on like that is directly as a result of that video versus if an influencer goes viral and you have a spike that day yes it's partly due to that video but you can't

directly say through your analytics platform it was due to that yeah what we're trying to do is um we're not just trying to do like influencer seating we're try I can't like talk about the

entire campaign but it would be during a specific time duration of time and then similar like there are going to be very big gifts and those gifts will be based on how much you uh create or how much

content you create around like the central campaign during that 30 days and the goal isn't to be like tracking how much that influencer uh drives it's more so to create as much awareness around

raw nutrition's new line which is the endurance line because like raw nutrition is very well known for the bodybuilding space yeah right you have Chris Bumstead you have Von Walker like these big uh uh these big name athletes

in the bodybuilding space but they have such a dialed U they have such dialed supplements on the endurance space and like the athletes that are within their endurance line are champions like it's a

50 mile it's not a crazy sentence to say like a 50 mile world champion like it's wild 50 miles just in general is the the part I'm getting at but like Iron Man Champions uh Triathlon Champions Etc

like they're all underneath uh raw and so they're really trying to uh bring a lot of awareness around their endurance line especially because they have a new site new landing pages going live Etc

but yeah the very similar to like in some sense into goalie it's I really like the fact that they manufactured more post by having like these big

incentives right like if you go VI you know in this case it's if you um you know what is it if you if you do 250,000 in Revenue like yeah get a get a BM BMW

80 90,000 BMW no I mean the so even crazier is they they doubled down on it like they they actually the next phase of it was like so much bigger I'm going

to talk about that in a second but um another interesting tid bit of this was it was another example of the power law that exists on pretty much any sort of

modern day advertising which is one video is going to really return like as much of your investment as you know if you put I mean goalie spending

4,900 samples like probably you know 50 60k a month on these Creator communities like they they invested you know like 200,000 to $500,000 in this

initiative to drive this you know $4 million in 30 days but like a single video got 25 million views and generated 370,000 Revenue that's the guy that got

the BMW yeah yeah yeah is it this one that you sent me yeah and you can watch that real quick because I'm about to break it down because I actually think like there's so many things in that

video that are Hallmarks of a quality High converting ad that people should be considering when they're telling their own story let me watch it so my dad's one of the highest paid holistic Wellness doctors in the entire country and this is what he had to say about

ashwagandha first off there's only one form of ashwaganda you should be taken and that's ksm66 if you're asag doesn't have ksm66 is garbage sorry Studies have shown that ksm66 is the strongest and most potent form of ashwagandha Andrew

huberman is also a huge advocate of ashwaganda this is what he said on the Joe Rogan podcast ashwaganda that can potently reduce cortisol a study from PubMed found that ashwaganda users experience these four benefits increased

memory and attention better overall well-being better sleep quality and reduced cortisol levels again this is backed on Research by this published study done in 2023 once again ashwaganda can potentially help you chill out best

form to take is ksm66 I take the gummy form cuz it's good as [ __ ] world's number one ashwaganda brand right here goalie one of these bottles will usually run you like 25 bucks but if you get it on Tik Tok shop in the bottom left you

can get three bottles for 30 bucks so the the crazy part is that he's just reading a script like you could tell that that boy is just staring at the lines I do like the ending where he's like hitting the CTA and just has that

bottle on his head it's perfect yeah I mean the whole thing is like it's Hallmarks of you know these Creator communities so you know this one video generated $380,000 in revenue for goalie

and here's really why it worked number one they use second degree social proof so think about the concept of my dad is one of the highest paid holistic doctors

in America do you believe him no all of a sudden you're kind of like oh so his dad told him something that I also don't I don't have access to that information so it kind of gives this

perception of you know this is unique like information you can't get elsewhere number two his Hook is tied to a burning question like what is the number one thing you're curious about with ashwagandha does it work right this is a

supplement with a lot of hype about it and supplements is a murky industry on its own like the video is saying you know this is what ashwag Ganda does according to a doctor so he's using that

social proof to answer this Burning question about a supplement the third component is he's UNG gatekeeping very specific information so the only form of

ashwaganda you should use is KSM 6 okay all of a sudden that feels novel and that feels novel unique and it could explain why ashwaganda didn't work for you in the past but it worked for others

and why it keeps getting talked about like I think that experience happens for a lot of people they try a supplement that they heard about and it doesn't do anything for them and so reactivating

that interest comes from that unique information like oh you tried ashwaganda but it wasn't KSM 6 well probably didn't work for you bro yeah like you can multiply that across almost any sort of

beauty product any sort of anything like if it's a beauty product and like I think about this with one of my Brands uh they have a vitamin C oil that apparently like vitamin C doesn't get absorbed into the skin unless it's

created in the way that that brand does it it's like I would have never known that information and so we put that into their marketing messaging um number four

he throws in a convincing line from another second degree Source the huberman thing like once he makes his point about KSM 6 being the important thing he very quickly pivots to and this

is what Andrew hman has to say about ashal Ganda so you're like oh hberman says it it must be true and he right after injects a clinical study just like flashes it on screen who knows where

that's from um you know and so at the very end of it like once you know you're 35 seconds in he's got you right like you want alwanda you want to know where you can get it he

just drives a sale with an ultimate offer like usually this is $25 but you can get three for $30 right now on Tik Tok shop just go buy and like that is

exactly how you drive an insane amount of Revenue and go viral with video all of those components got to be present to tell the story to convince the person that they're not getting screwed and then to drive that purchase action at

the very end of it so overall yeah it's it's crazy it reminds me of that hook that a lot of people been using now that's like my mom was uh Victoria Secret model for 32 years and this is

everything that they made her don't get me started land Force going viral off of my [ __ ] that's crazy but that's that's on me though that's on me for not posting for not posting but let the

record show I was before they call they call you cousin Brian in the group chat yeah C I'm Bri I mean I'm I'm a gold mine for for the homies like if if if you want ideas to go viral like I'll

just give them out and then you can post them six weeks later when everyone's TI to it there was another one that I I don't remember what it was but there was something else that you post or you talked about and then somebody else

posted about and it went I don't remember what it was but I mean it used to be happening all the time last year when I really was incognit on on the

platforms on um but so the last thing I want to talk about is you know there's a lot of questions that I get about Tik Tok shop is a platform is it worth it

yada yada and um working with these Creator communities is a crazy hack to get traction quickly on Tik Tok shop like they help you cut the line so much

from having to work with thousands Affiliates to working with dedicated creators who are only focused on your brand so these are a bunch of 18 to 24 year old kids who are going through

training on how to make a viral video that sells product and most of the other Affiliates you're working with don't go through training they're just kind of yoloing put putting stuff on their feed

and so like this allows you to gently steer towards more quality through like the quantity of videos you're getting like if you're getting a massive

quantity and you know 10% of them suck or 10% of them are good think about the Improvement in performance if 15% of those are good or 20% of those are good so working with these Creator

communities is really like the biggest way to kind of nudge your affiliate program towards that um another crazy tidbit so goalie ran that incentive program for two weeks in August and now

they're running it for the entire month of September here's the new rewards if you drive 1.2 million in gmv Crazy number uh you can win a Miami condo or a

Lamborghini Urus what would you what would you pick in that scenario I mean probably the condo okay I was hoping so yeah condo I mean look you know you got a place in Miami you can go pull up I

mean that'd be fun um you go in your what is it T1 come on bro leave it be so um so what why does goalie give away

pretty much all of their profit on Tik Tok shop in order to grow it's because the spillover to other platforms is so huge so six months ago goalie had a very steady amount of search volume on Google

it was around 30 which is Google's index is one out of 30 for the last 4 weeks it's been hovering anywhere from 90 to 100 so they 3x the search volume that they're having on other platforms you

can imagine something similar happening in Amazon so they're giving away their entire profit margin which is probably you know on a $25 jar of gummies probably like 80 90% they're giving away

massive amounts of commission all these prizes Tik tok's fees ad costs all that stuff they're giving it away because the spillover is so aggressive on other platforms and it's a proven strategy if

you just go viral at break even on Tik Tok then you're going to see a lot of that Revenue get captured on the other platforms like Google Amazon or retail so let me show you how you can grow your brand like aan so let's be real a

six-year-old brand integrating influencer marketing to their strategy it's pretty interesting so the idea is then what's stopping your brand from doing the same thing I get it sourcing and sealing deals with influencers as a

nightmare using spreadsheets we know that's not easy and tracking deliverables is insanely tedious and most of the time influencers just drop the ball but here's the thing it's 2024 and we have way better Solutions than

what we did even a year ago and definitely in comparison to what we had 10 years ago and that's where SRA comes in because with SRA you can build a list of influencers so think of like a CRM but for influencer marketing you can

send out automated Outreach sequences and you could create and track relationships at different stages of the funnel working with a top of funnel influencer versus a bottom of funnel influencer is a different thing and they will have different requirements and

different content needs but here's the craziest part for Brands like yours and that's said brands that are working with s are averaging a 5x row as which is nearly double what most brands are seeing on Facebook right now so here's

the thing if you want to take it for a spin we got you a free trial via Sweat Equity and all you got to do is click the link that I put in my biy you'll also see the link right here and trust me when I say it's the only tool you really need to build out a good and

robust influencer marketing program so check it out let me know how you like it and try it for free I think that's what we even saw and we talked about months and months ago about like ollipop when they kind of did the same thing before I

don't I don't think I don't know if Tik Tok shop was I don't think it was around when they first did it but it was like Hey we're just going to take all of our spend from um from Paid ads and put it all into Tik Tok or Tik Tok creators

yeah and it was the same thing like the the search volume skyrocketed and then it influenced how much it was taken off the shelves in retail yeah right it was like the the velocity that it was

selling out retail 8X like that is not a normal number and it all started and stemmed from what they did on Tik Tok and so yeah like even just to to piggy back back off of it it's

like what I've uh what I've learned from just reading case studies and a lot of what you have talked about as well is like Tik Tok is probably the best platform for increasing search volume

yeah you know more than Instagram more than you know let's even say like Facebook reals or LinkedIn or anything like that like yeah if there's one that's going to impact search organic search volume it's going to be uh Tik

Tok and there's a big effect from something like that you know if you do have SEO in place and you do start getting organic search volume like you're going to start ranking a lot quicker and like a lot quicker and

higher because of that search volume because your domain rating Etc is only going to increase so there's a lot of benefits that people don't talk about of increasing search volume and how it has a downstream effect kind of like you're

talking about now of of how it affects every other channel yeah I mean domain Authority and and just generally training algorithms that you exist is like really powerful huge um and you

know ollipop is a great example of this but uh there's several Brands like Guru nand uh snow teeth white like there's a lot of brands that have kind of taken this strategy where they blow up on Tik Tok and then you can validate the search

volume Google Trends is obviously a public free platform like you can validate these inflection points where they take over a platform and then there's a sustained boost in search for about two months big time and it to your

point it's on the brand to be able to capture that new demand like you have retargeting in place you have Google shopping based around your branded search like you have all these different things to be able to R Target down the

road it's on you to figure that out um but it's just you know it's not a platform that you should be looking at as like a lot of these really big brands

are way less profitable than people think and they're banking on the capture on the back end of it and so I've got several brands that are profitable more

in like the low six figure range but not like the four million the 4 million range it's like they're seaing so many creators they're spending so much money on ads and they're giving away so much

in discounts like if your product is normally $25 and you're doing a three pack for 30 that's insane yeah you know like that's that's crazy you're I mean

what is that 60 70% off like yeah it's a lot terrible public math but so it's just an A lot of people ask also like as an emerging brand how can you do this and I think that's where you want to

start looking at these Creator communities as an investment versus sending out a bunch of your samples so like where do you find some of these crater communities yeah they're they're actually all over Twitter I mean you you

can really find like these people pretty quickly when you know what nooks and crannies to look in in Social um mostly they exist on Discord and there's just like a group chat of like all these

crazy kids like throwing it's it's like it sounds like a [ __ ] show just because oh my gosh Discord I've heard about the inside operations of a lot of them and it's like you know it's it's exactly

what you'd expect but they're highly effective and they work very well um so super interesting uh but yeah so like piggybacking off of that you were talking about all of like these for

example all these different narratives and pain points around ashonda Etc and it it it works perfectly kind of with this next segment that I'm going to be talking about where last year was a lot about like scaling the creative right if

you wanted to win on paid ads you had to be able to to shoot out creative non-stop week over week month over month and what I think is changing now is that these brands have to be able to scale

funnels and let me explain so in the past again you were just trying to get as much out creative as possible and then you had like one or two maybe three landing pages that you were sending all of your traffic too and I think like

with to shout out even like Roba and fmat for example they make it very easy for you to now build laning pages and funnels very quickly and so now what instead what you're doing is you're

creating an experience around a specific pain Point you're creating a or another experience around a specific narrative Etc so the the key to creating funnels the to creating eight figureure funnels

is really these three things the first is understanding the pain points so taking the why behind your product and amplifying them two is the benefits this is really the removal of the pain Point

number three is the narrative so the St the stories that the consumers want to experience and if we even take goalie the the example I had here initially was athletic greens but like if we take goalie and we take their ashwaganda

right the pain point is somebody could be living with anxiety 24/7 that is a pain point right and so with that you would then create a landing page dedicated well if you already have the ad sorry if you already have an ad

dedicated to talking about how somebody's facing anxiety 247 the landing page is like the scaled version of that right here's the 30 second version here's the scaled version that takes you between that explains the

problem how it's going to be how we solve it the science behind it how the ingredient works all of that social proof Etc that is now used scaling the

experience the benefit is the removal of the paino right so go from a anxiety uh how would I frame this go from living

with an anxiety to living stressfree right that is now the benefit of the product but that needs its own experience that needs its own landing page that needs its own email and SMS

and again this is another funnel then the narrative is this that story right that the thing that somebody wants to experience and that could be something like I haven't had an anxiety attack in

30 days right and that now is its own again it's own funnel and so what do you do with this and I I'm going to kind of bring it all together it's like so what do you do with this information the first thing is you're going to write

down three to five pain points three to five benefits and three to five narratives around your products you can find these in reviews frequently asked questions Twitter Reddit Etc next is

turning these into experiences what I mean by that is you're going to want to templatized and email sequence your email optins your SMS sequences your

abandoned C Etc to match whatever your your uh starting whatever the starting point is so if the starting point is a specific pain point then you want to make sure that again if you are talking

about dealing with anxiety Then the laning page is all about dealing with anxiety the email optin is hey how to remove anxiety in 45 days and then when they go down an email sequence it is

again it's tailored to that entire thing because a lot of times what happens is you get hit with an ad you go to a landing page that now feels like a completely different story right so you

you get hit with an ad about uh anxiety then you hit the the landing page for for example like it's something like ashwaganda and it's all about being stressfree those are two different things and then the email often is you

know something related to buy one get one or something that's like again not really relevant and so now you're telling three different stories versus one cohesive story which is AKA like

that experience that I'm I'm I'm trying to get people to understand and really the way to do this is to map out templates for each one of those and then you start when you when you start

piecing together this funnel you start with what is the core of that uh what is the core of that funnel you're able to cement that in the middle and then you build around that the reason I even

bring this up is we've been working with a a ton of clients that like we that talking about like oh we want landing pages we want landing pages and like that is a central theme that we're we're hearing and what we're trying to get

people to understand is you're really trying to build experiences around certain products again if we go back to Raw nutrition for example like raw has products that are made for bodybuilders

then they have products made for endurance athletes if I land on a website from a an ad for bodybuilders I don't want to be going down an email flow made for endurance athletes right

or vice versa at that point you're killing your conversion rate well it's like the classic uh this happens at apparel ads like times a million where uh they'll show you like a pair of jeans

that's crazy through theel is important and when you were talking about the endurance versus the bodybuilder even you Niche down from audience as well to angle and through the angle it's like you have specific

story so like if you're a bodybuilder who's struggling to recover and so you know your supplement is audience related to bodybuilders angle is related to

recovery what I would even experiment especially with a tool like for which allows you to scale this up easily is you would want to go next into what is

the specific story about recovery like the struggle that's being overcome and then you talk about like kind of the second degree social proof stuff too like who told you about this solution

like there's a matrix that you can start to build when you start to break out all these components of what makes a winning angle audience combination and so like get dialed with the angle the audience

but also like what are those specific stories within recovery like you should probably have three stories within the bodybuilder recovery Matrix that you can then experiment which one of those resonates with as well 100% and that's

what I like had to here it's like what are those narrative what are those stories that people that consumers want to experience and then you reverse engineer there and I think the other thing too is by creating these different

experiences you're able to then segment your customer base and if you are putting a ton of money into paid ads that segmentation is going to to pay off tfold when you're talk when we're looking at like a lookalike audience and

vers giving them 100,000 people I get to give Facebook or meta 15,000 people that are all endurance-based or they're all interested in ashanda or releasing

relieving anxiety like that data is 10 like is so much more impactful than just giving them a 100 uh thousand people I think and then the second part is dude anytime you launch another product

that's related to that pain point or that benefit that narrative you already have a perfectly segmented list yeah to talk to you know and I think that's that's why like for example quiz funnels

are so effective and like and I think still underrated I think Jones Road Beauty they did a really good one two years ago yeah where they were able to collect so much data on the back end of

hey like what skin problems do you have what kind of Shades look better on you XYZ that then they were able to say hey we basically have all of these different pain points all of these different things that these indiv indviduals want

their favorite products yada yada that then they're able to go say okay this person needs this kind of email sequence this one needs this one this one needs this one and now you just create an an

entire tailored experience around what that person wants and needs yeah and that's like true marketing when you really like bring it down to uh the root it's like that's true marketing is being able to speak to the right person at the

right time and sell them the right product yeah I mean look I think you know first- party data is probably something that we don't talk about enough on this podcast because we're big

like growth guys versus retention guys like email folks SMS folks you know they're always collecting information to send targeted offers and that sort of

thing but it also guides your product decisions and also guides like where to invest your money I think um I think

about the the ridge guy you know yeah he uh the ridge guy Sean Frank or whatever like he always talks about the conviction they had going into new markets like

they they started with wallets and then they went into watches they went into suit cases and it's because he had this uh publication called everyday carry

that they bought which was kind of like a blog site and so I'm pretty sure they collected a lot of information from that mailing list and from that site traffic on what were these areas where there was

kind of a gap where they could actually take advantage of like you know men were not getting serviced products that were actually made for them like a away luggage for example doesn't doesn't specifically tailor it to men they

appeal to men but they're not very specific about it and so there was an opportunity for a very male focused brand to come in and take that market share um so just one little example of

it have you uh ever listened to any podcasts with Sean yeah it's it's interesting to see how men what is it it's like men's

accessory like a small Market but big Market at the same time and like there's no big players in the space and it's interesting how they're trying to there's another guy um him and him and

other guy Zach stuck uh were going back and forth on Twitter about like I know that uh Zach was like founder of Homestead which is like a big grow Studio that was Rec that was like last

week or two week yeah they were like go back and because he runs a sock brand you would kind of think like oh what socks like not a great category and it's like actually not think about it like

all I wear is like Nike socks like I literally just wear Nike socks I don't have any other socks and I'm kind of down for like another reasonable alternative but bombus and like all

these other ones seem to be kind of they're just really expensive and so um what he was able to do is he locked in on like huge Tam huge target addressal

market $100 aov so like that's also I think very important because it allows you the wiggle room to have a lot of margin with uh you know 35 to $50

customer acquisition cost like you can't just you C you could never win selling socks if you're aob was $30 yeah but you can do it if you're selling H1 to $200 bulk orders from people who are like

actually [ __ ] it like I like these socks and I'm just trying to wear them for the rest of time and um probably good customer too LTV wise lifetime value because you know when you refresh socks

where you going to go like I i' I've just spent probably like $60 at Dick Sporting Goods once every 18 months for the last like decade of my life similar

to you I only wear Nike socks yeah what I've been having to do though is because I've been like buying A6 and buying New Balances and [ __ ] like that I've been having to get like you got to go no logo

no logo 100% And it's like what's the Arbitrage opportunity it's like the fact that Nike is losing the shoe War you can't go Nike on Nike anymore like all

the swaggy shoes are like elsewhere and so like you got to have that it's very I don't want to say it's very rare to see people in Nikes cuz it's not but it's not like I've not seen as many people in

dunks in Jordans it's Nikes it's not the same taste makers that it used to be like now Nike is kind of like a default brand it's not premium in my opinion like I think they've become like very

what do I got on um trying to see what I got on I got the you New Balances right um I just I think they've I mean I think this about

Apple too I I was trying to get my phone uh my phone went out on me on Saturday and I was like okay I got to go to the Apple Store that was my first thought

that's why you didn't text me back yeah exactly it wasn't because I was at the UT game uh but um no it just it was it was startling because my phone went out

and so in the good old days you would go to Apple store and have this magical experience at The Genius Bar like you go you deal with someone that is like you know very like personable conversational

whatever and instead they're like no you go to this authorized service provider and it's like this which was nice because it was this place right around the corner for me but there was no Touch

of Magic like you had with the brand experience before like Apple Store used to be this kind of cool thing where like oh while my phone's getting serviced I'm going to go play with the new iPad Apple

used to be remember how like as kids you'd go in a sharper image and it would be like a whole experience cuz it was like all these like gadgets that you have never used in your life and then as you're growing up it's like oh you go to

Apple and even if you you even though you have an iMac it's like oh I want to play on the new iMac or the new iPad or The Vision Pro for you know I forgot about the vision yeah so everybody yeah

but like I it's it's crazy how now they don't even want they don't even care about you having that experience anymore Tim Cook man doesn't give a [ __ ] about you but he'll he'll take your dollars

that's for sure they thing is like I'm not g to get off my iPhone if they didn't have iMessage I actually think they'd be cashed I'm not GNA lie that's like my

bold I agree that it's because it it plays back into like enemy marketing yeah when Vanessa and I first dated I said you have you have to get an iPhone or else this is she was an Android girl

she was an Android girl and I was like we we got to change this yeah uh well [ __ ] guys that's a wrap on the episode I hope you guys enjoyed it please if you if you did enjoy it if you got a lot of

game from this please like subscribe um we are going to get hats out I know we've been talking about it for for a minute now you're kind of you're kind of [ __ ] with people like throwing the Hat on every few episodes and they see

it and they're like I want that hat the new ones are even cooler I we all can't wait this1 this was V1 the new ones are even cooler buty in the time that you've been talking about the hats Orin has

shipped like seven different hat variations yeah he's launching an apparel brand I know I'm just saying so are we [ __ ] we got to do something with this trademark it's merch oh yeah see that was the other part we had to I

couldn't do the hats cuz we were fighting this trademark and we'll have there was a legit you know yeah we'll have a whole bit on that one once once the chat clears cuz yeah once it clears

we got a maybe we'll do a how Weed grow on the former former sity we should yeah and i' would be like just just don't actually uh but that's a wrap guys

appreciate it