Speaker 1Today we're going to look at a self-defense brand. It's selling one product and doing about $12,000 per month in sales. They've done some good things on the content side, but they've got some opportunities that I see that would give them more exposure, more leads, and more raving fans for this product. And I think that if these changes are made, then this brand can go from $12,000 a month to $25,000 to $50,000 per month in the next three to six months. So I'm going to show you what I found and what changes I would recommend so that this business can grow beyond that $10,000 per month ceiling and be on the road to a million dollars a year. So this brand is Egetic Defense. This is started by Ken, who has been inside of the 1%, which is our community for people building million dollar businesses. And he shared with me that the best month that this brand has done is about $12,500. And he ran out of stock, which killed his momentum. Let's look at how we can bring that momentum back and get him on the road to 1 million. I'm going to look at three things. I'm going to look at his sales page. I'm going to look at his content. And I'm going to look at his landing page that is getting opt-ins. I see a really big opportunity for him to do content in a way that gets a lot of attention, but also gets in front of the right people that want to buy his stuff. Now, his only product right now is this tactical belt. Building a million dollar business in this market tends to be hard because it's a belt that can be confused for every other belt. So the fact that he's already at $12,000 a month is a pretty good accomplishment. And it means that something's working. And if we look at his Instagram page, we can see that he's creating a lot of content, a lot of different types of content. And he's sending all of this attention to a landing page where he's getting those email opt-ins. This is all by the book, Ryan's book, classic, perfect setup. So something's working and it's this. He's got a process that's working. So what we need to do is just find a way to make it work bigger and better and faster. If we can do that, then this is a business that can go from $12,000 a month to like $50,000 a month. So here's what I did. I looked at Ken's Instagram page and I sorted by the book. I looked at his Instagram page and I sorted by the book. I sorted by the book. I sorted by the brand to see who the heck this girl is. Okay. Graceful grit. Let's click on her page. Okay. This is a girl who does content all about shooting. My heart's beating a little bit faster right now. And graceful grit here's got 1200 followers. Okay, cool. Why does this matter? Why is Ryan being creepy right now? The answer is because on Ken's Instagram page, she's getting a lot of engagement. This may be a partnership worth pursuing a little bit further. Stay tuned for more on that. And take a look at these videos right here. They're all about shooting and practice. Okay. If we can create a page that highlights these two themes, shooting and a partnership with this micro-influencer, we've got a steady stream of content. And if we can create a page that highlights these two themes, shooting and a partnership with this micro-influencer, we've got a steady stream of content that we know is going to at least get us in front of the people that we might want to do business with. Now, the other thing that Ken is doing well is he's working in a lot of content about the product and the brand. So he's documenting his journey. He's showing reviews. He's making announcements. These are all really good high converting pieces of content. But you can see that the engagement is far lower on these types of content. So we want to find a mix of these two themes. And if we can create a two types of content. So here's my recommendation. Ken, I want you to listen to me really closely. I'm going to give you an angle that I shared with another company that they didn't use. So I'm going to pass it on to you. I suggested to an ammunitions company that they do a regular segment on their YouTube called Can She Shoot It? Where they would do gun reviews and then they would hand it to the girl and watch her shoot it. So the way that that might play out is, by the way, I know nothing about guns. I'm a horrible Texan. But it would be this is the nine caliber 3000. It shoots at 14 rounds per second. But can she shoot it? And then the camera would go over to the pretty girl and it would show her shooting it. That would be a perfect piece of content that would both be viral and had the potential to convert to the ideal market that you want to serve. The reason I bring this to you is because you have those two pieces of content. You've got the shooting. And you've got a lovely gal there. I would suggest that you explore ways to combine those two things together. If you do more shooting videos, and you explore a possible collaboration with this content creator, while you're also making content about your product, and highlighting the reviews that you're getting on your listing. Perfect combination of content that will convert into leads and customers. So if you make that change to your content, you'll get a lot more traffic, a lot more exposure, and some more sales. Now let's look at the other parts of your business. This is Ken's landing page. It's fine. It's not great. I don't want to make any changes here. I can make some suggestions for how this could convert at a higher rate, but he's doing fine. This is good enough. Instead, I want to put my attention on his Amazon listing. There's a few things I like, and a few things that I think could be adjusted in order to create more sales. First of all, what do I like? He's got 153 reviews and a 4.8 star rating. Awesome job, Ken. Keep adding those reviews. Number two, he's got good images, not great. And we'll talk about what we can do differently. The other thing that I like is that he's selling at a strong price point. $40 is a really good starting point for a product. If he adds more social proof, and he builds a bigger audience, he could probably sell at a higher price. So if you're looking for a product that's going to bring that price up a little bit, but for a first product, $40, perfect price point. Okay, now let's look at what I think you can do better on this listing. If we look at your images, they're fine. They're all about the product. See this? Here's the buckle placement. Here's the sizing. Okay, this is an interesting image designed by a small US business. I'd be curious to know how many of your customers actually care about this. Because the gun owners market is very passionate about who they support and who they follow. The more partnerships that you can form with organizations or certifications, the more that you are going to have the credibility that this market is going to want to see when they're supporting a small business. So if you reach out and have collaborations, or certifications, or stamps of approval from different organizations, that will obviously increase your conversion rate. A way that you can kind of work yourself in there. That sounded a little Trumpy there, didn't it? A way you can work yourself in for eugenic defense, the greatest belt company on Amazon. Leave them a review. It's the best review. Lots of people say I leave good reviews. I'll be here all week, folks. One way that you can work yourself into those types of relationships is to just take a stand in your images. So it might say something like, we stand with cops. Now, it doesn't mean that you've been endorsed by any organization. But if you put an image right here, here in the listing, and it says we stand with cops, and here's why, that's going to turn some people off. And that's going to welcome some people in. But the people who are welcomed in are going to be raving fans of yours. And guess what, that also gives you an opportunity to make a difference. And that's going to make a difference. And that's going to make a difference about why you decided to add that to your Amazon listing, because you believe so passionately in that cause. Now, if that's not the cause you want to support, don't say that. But this is a really good market for you to have collaborations with other organizations, and to stand for causes that you believe in, that will draw in your ideal target market. So this is what I would like to see you do. I would like to see you double down on the content that is working. The content that's working. And keep mixing in what you're already doing, which is posting product reviews, and talking about the journey of being an entrepreneur. That's the perfect blend of content, if you do all three of those. Keep sending them to this email capture. And if you're not already, follow up with every single person who's opting in. And then make the strategic changes to your listing where you're calling out the person by standing for certain organizations, or standing for certain companies, or standing for certain causes and I would drip in some more social proof into your listing. You've already got it. You've got a ton of it on your Instagram of people talking about how great the belt is. Take that, put it on your listing and use that. That will increase your conversion rate, which will take your brand from $12,000 a month to at least $25,000 a month and probably well beyond that. This is kind of the prescription that I put all brands through when they are struggling to break beyond $5,000 or $10,000 a month in sales. We need to fix your content. We need to call out a specific group of people. We need to add more proof. We need to increase your conversions. We need to increase your exposure. We put all that into a recipe that actually makes sense and a business can grow to at least $25,000 per month per product and we only need four of those to have $100,000 a month business. If you want some help doing that or if you want to have your brand reviewed by myself or my team, go over to capitalism.com. There you will see our whole process for how we build seven-figure businesses and you can submit some information about your business and we'll take a look and see if we find any holes or opportunities to help you get on the road to 1 million. My name is Ryan Daniel Moran and I work with capitalism.com where we help entrepreneurs build seven-figure brands and have multi-million dollar exits and I'm really glad that you're here. Thanks for watching. I'll see you guys next time.
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