Speaker 1This is the Road to 1 Million, and I'm Ryan Daniel Moran. I started a brand with a friend of mine just so that I could show you the process. You hear me talk about how to build a million dollar business by getting four products at 25 sales a day at a $30 price point. And I started this brand just to document it so that you could follow along. And in this conversation, we're going to share with you live the case study that we're running on launching a new product, even though we don't have product ready yet and we don't have a huge audience. You're going to see exactly how we think about launching new products on new brands that don't have a ton of momentum, that don't have a lot of capital, that don't have a big audience so that you have permission to go do it too. So Tomer, why don't we start by talking about the customers who are mad at us?
Speaker 2Oh, yeah. So Kielcewicz. Kielcewicz is out of stock. That's the TLD. That's our sleep supplement.
Speaker 1Yes. That's Switch Supplements. Yeah. Kielcewicz. Sleep like you're dead.
Speaker 2Yes. And we've had really few good months recently. And sales are up. Yes. Sales are up. And sales are up. Why? So sales are up because we have more social proof. That's to cut the long story short. We have more social proof from customers, from influencers, and more people are just using it. They're liking it. They share it with their friends. Our reorder rate's crazy. Yeah. Yeah. 40%? We have over 40%. Over 40%. Yeah. So 30% is good. We went up from 15. So we've been on 15 when you just started. And then we climbed up to 20. And now we're at 40-something.
Speaker 1Well, I mean, to be fair, when you have a new product, your reorder rate is zero. Yeah. Because no one has to order again. Yeah. So you should expect that it would get up some. But yeah, 40 plus percent. It's darn good. Yeah. So we've got more feedback. We've got repeat customers. We've got more influencers. Our ads converted a little bit better. Yep. Why are people mad at us?
Speaker 2They're mad at us because we're out of stock and they can't buy it. They're like, I just started using it. I liked it. My family uses it. And now you're telling me that I have to wait a few months.
Speaker 1Yeah. But yeah, 40 plus percent is darn good.
Speaker 2Yep. I liked it. My family uses it. And now you're telling me that I have to wait a few months until I can have my sleep back. And you know what? You know, what's funny is that we realized that one of our goal is to encourage consumption amongst our existing customers. So if we want to get more reorders or more orders, we can just have those who bought the product to just start using it. Because, you know, so many of us just bought the product, never used anything. But when we send so much social proof to our existing customers, we suddenly see more reorders because they started using it. They may have more belief in the product. They're like, oh, I don't know. Oh, yeah, I should actually give it a try. It's just sitting in my, you know, so.
Speaker 1In other words, what we've discovered is that when people use the product, they like it. Yeah. And when they use the product, they tend to buy again. Yep. So one of our best marketing practices is just to encourage people to try the product. Yes. And one of the ways we did that is we created kind of a mini challenge for people who track their sleep with an aura ring or whoop or something like that. Yeah. Because that's real feedback. That they can see right away. If they track their sleep and they get more deep sleep as a result of using Kill Switch, they're likely to keep using it. And if they're likely to keep using it, then they're likely to rebuy. And we're starting to see some of that pick up. So I'm laughing at the fact that customers are mad at us, but it actually is a problem. Right. It's a problem from a brand perspective, but it's a higher quality problem than like not having sales. It's a net positive problem. That's right. What was, give me a, you've had multiple people reach out and they're like, say, give me a, just give me, just for fun, give me a quick.
Speaker 2Yeah. So I think the funniest one was, hey, I thought you guys are e-commerce entrepreneurs. How come you have not expected that you'll go on a sellout, me and my family are using it, and now you're telling me I have to wait three months or whatever to, until I can use it again. Like what's going on here? It's like, I just don't, I can't take you seriously.
Speaker 1How did you answer that? That's awesome. That's actually a legitimate, good question.
Speaker 2Yeah. So we answered, you know, we were sorry. We just had way more sales than we expected. Like kind of sorry, not sorry. And. We are sorry, but it's a good problem to have. Yeah. A better, higher quality problem. Yeah. But we're very happy that you enjoyed the product and we'll just sign you up to our waiting list. And here is a link to our waiting list. Yeah. There's nothing we can do really.
Speaker 1Yeah. Yeah. Would you share a couple of the things that moved the dial over the last 30 to 45 days? I mean, we, we, at the beginning, you know, we're, we were, we've been in the grind on this brand. Our first product was good, but it didn't have the same adoption that the second product has. The people, there are people who legitimately love on switch and yet it didn't have the same reorder rate. It didn't have the same uptick, the same demand as kill switch, which was surprising to me personally. So when we ordered kill switch, we kind of expected it to be like the first product. But the second product is what is taking off faster than the first. So what have you seen been the biggest levers that have helped the business grow over the last couple of months?
Speaker 2Yeah. So I think that what we've realized is that kill switch is a necessity versus on switch, which is more of a luxury.
Speaker 1Ah, yeah. Good way to put it. So even I don't use on switch every day. Yeah. And I use kill switch most days.
Speaker 2It's very easy to understand why would someone. Need kill switch, but when you tell them honestly, like, uh, is this like coffee? Is this a stimulant pre-workout? Like I don't really need it, but everybody's, many people are struggling with sleep and many people have tried other things. And they also know that, um, the prescription medications and melatonin is just bad for you. So, uh, they are trying different alternatives. The sleep gummies, uh, are really popular nowadays, but then people know that they usually don't work. So that was also part of our marketing. Like one of the best creatives that we've had is, you know, that sleep gummies don't work because like, we know that you're trying other things. It was very easy to make someone try our product because they already tried other solutions. So instead of educating them to try a new product, like on switch, we are just telling them, Hey, you're using, you probably used things that never worked. Now. We are. Sure. We are showing you more data and other people who look like you that swear by this product. So why wouldn't you give it a try? We also have a 30 day money back guarantee. Just give it a try.
Speaker 1Yeah. I have found that the people who love on switch are really loyal, awesome customers, oftentimes influencers, people who have reached out about wanting to invest in the, in the company, the people who really love on switch. Cause it's for entrepreneurs. Like it's the nootropic for entrepreneurs. And it's effective. The people who love it have reached out and offered us money or offered to promote us. Kill switch is more of like a universal product that is getting more volume. And so I mean, I I'm, I'm really excited about that product blend and also stuff that we want to develop and we want to go and reformulate on switch that it tastes better again, which seems laborious, but now we have the momentum. And so we feel a little bit excited about that. So I, I wanted to unpack one thing because it's coming up a lot in my coaching calls for the 1% in the incubator. So two things have happened to me since we recorded a podcast together. One is that I surveyed the 1% and I realized that more than half the people were still in the grind. And we started doing this little documentation of switch because we wanted to show a brand that was in the grind and we're moving out of the grind. And I've tried to be really public about how to be out, get out of the grind. Like my book talks about how to get out of the grind, but there's still 50% of people are still on the grind. And that surprised me. It let me know that I was not doing something right in our product. Now, of course, that accounts for people who never do anything. People who get busy buyers or it's even people who get out of the grind, but never report it. Yeah. So those numbers are going to be a little bit wonky, but still, I was like, I need to do more here. So we're doing this eight week sprint. Inside of the 1% to help people get out of the grind. And that will become part of the core curriculum, which we are also redoing. But the other thing I've been doing is I have been breaking the capitalism incubator into groups of four, sometimes five. And I'm going through each of their visions and giving them marching orders about what to do next. And it's coming up a lot that having successful launches of products continues to be a problem, even for people who really know much about it. my work, people have established brands and I'm just stuck. that I have to, I don't resent this. I'm just surprised at how many times I have to tell people to build a waiting list, a launch list, a restock list, and walking through the basics of that is business changing for them. And this is what we're doing with Kill Switch right now. So I just want to unpack the overall strategy so that anybody who's listening, who wants to get out of the grind real fast, get to 25 sales a day quickly, have a $30,000 launch like some of our members have, can see a real live example that we're working on right now. So here's how we're doing it. We went out of stock like two days ago. We flipped that sales page over to just be a, hey, get on the waiting list. And then what happens?
Speaker 2And now people are like, oh, so there are so many people who like the product that they got sold out. We're telling them that we have a few months until we're going to have the next product. And our only goal right now is to keep building that hype and show more people that are so many people who love Kill Switch. Because it's one thing to share this excitement over email. And it's another thing saying, hey, sorry, we just have so much demand.
Speaker 1And it's for real. Yeah, it's not false scarcity. It's real. No, no, no. Yeah. You sent out the we're going out of stock email. Yeah. What was the response from that email? And share how you feel about that. How big our email list is too.
Speaker 2It's probably just over 1,400 or so.
Speaker 1So not huge.
Speaker 2It's not huge. It's not huge at all. So the responses were usually just mad people who are like, oh, but now you mean that I can't buy it? We still haven't shared the link to the waiting list. Just to get we had some technical issues, but we're going to share that probably today or tomorrow. And we expect more people to just join that list and wait until we can give them first access to buy kills.
Speaker 1But back up one second, because you sent the we're going out of stock email. Yes. When we were low on inventory. Oh, okay. I want you to share a little about what happened there. Because this comes up a lot like I might run out of inventory. What should I do? And we made the strategic decision to just use it as a reason for a sale. Yes. So we just went for it. Which is we took up an approach that I don't recommend most brands do. But we had a plan, which is what we're here to talk about. So share a little about what we did.
Speaker 2So I already prepared a few we are going to sell to sell out emails because I thought that we probably need to send a few of them. But in reality, we send one. And that was our best email the entire year or ever since I remember. People were just even just from our existing customer list. They were freaking out. I mean, they bought two, three bottles of kill switch because they realized. They might not be able to buy it again. So that was really nice to see that once people sense a bit of scarcity, they go out there and buy it because it made me very proud knowing that they love the product and they don't want to run out of it. I mean, I can also share a story about one person who paid, I think it was a hundred dollars for shipping to some country that we don't ship to because he just wanted to try the product again. So that was really nice to see. So. So the response was really, really good. And by the way, that was just a plain email. No design. I wrote it myself. No AI, no copywriters. Um, and it just works out so well. We just thank them for their support. We're like, Hey, just as our customers, we want you to know that we have the last bottles of kill switch. And if you want to grab one before it sells out, here's the link to do that.
Speaker 1Yeah. And we had one of our best sales days.
Speaker 2I think it was, I think it was the best sales day.
Speaker 1Yeah, that's great. And that was just. Telling people that we were. Probably going to run out of stock.
Speaker 2Yeah. And then I told my team, Hey, let's not send out the next email because we don't need to. Yeah. We're just going to get those sales and then we're just going to say, uh, say that we sold out and that's what happened.
Speaker 1Let's pause here and break things down a little bit. I see people inside of the 1% and even in the capitalism incubator are two mentoring experiences for people who are building businesses that get to seven figures and have an exit. I see people struggling with the early phases, which is the grind. The grind is launching. A product and getting to 25 sales a day. The reason why people are getting stuck is because they're complicating the process. They're learning a ton, but they're not getting off the ground. And so they're trying to implement all these different strategies that they learned from a bunch of different people who have done this before, like this handsome, but arrogant, annoying guy named Ryan Daniel Moran. And they're feeling stuck. They're spinning their wheels. Well, listen, this is what Tomer and I are talking about for one of our internal brands. We're simply building a. Launch list. We're building this launch list by posting on social media, by telling our friends, by going to other customers and getting them on a waiting list so that when this product comes back in stock, we can send a few emails and take sales. This is the simplest way to get a brand or a new product off the ground. Simply build a small launch list. And when your product is ready or even before it's ready, you can take sales and then ship it once it hits the warehouse. In fact, one of our. Members, Ben built a launch list of about 100 to 150 people. You can go get that in a weekend just by emailing all of your friends. And that small list was enough to have about a four or $5,000 launch. Not going to set the world on fire, but it was the momentum he needed to build upon in order to get that product moving. Fast forward a few months, he's doing $2,000 a day in sales because he just got the first product off the ground. And that's the first product that he launched to his hot list. This is a big focus of the process that we put people through inside of the 1% rather than spinning your wheels, trying to figure out how we're going to get this thing off the ground. We simply get you to build a tiny launch list, get the first product out to them, get some sales and start building the snowball until that product is doing 25 sales a day and repeat that process over three more products until you got four products doing 25 sales a day at a $30 price point. And guess what? Folks, that's a million dollar business. Now, I wouldn't recommend that strategy to most brands. I usually say slow down sales, don't run out of stock. It's not a good idea to run out of stock, but we had a plan and I told you, let's use it as like a reason to build up more of a launch list because I'm teaching this so much in the 1%. It would be helpful to have an example of this of, Hey, here's what we're doing right now. So we made this strategic decision. All right, let's just sell out. We know that. We know that we're going to sell out. Let's allow that to happen. Let's even promote it. And now let's go back to those early steps just so I have an example to show people. And in some of my breakouts for the incubator, I even showed our opt-in page. We just took the sales page and we converted it over to an opt-in page. It's not like a, it's no magic copy. It's just now you can't buy it and there's a waiting list. So let's talk a little bit about the strategy that we'll use to build up that launch list and how. We'll then use the restock campaign as a reason to promote and get some sales. So we'll document it on social media. We'll continue to email the list with product updates once a week or so. You've made some connections with some influencers who like it. We'll talk about it. Talk a little bit about how you, how you're thinking about how we'll build that list at the time.
Speaker 2Yeah. So I'm really excited about this podcast episode because. To be honest, we are making decisions as we go. We have, we have no idea how that can go, right? I mean, we have no idea how many people will be interested in the waiting list, how many people actually buy, but we'll just see the responses and then we'll make decisions. So we are not in a position where we would spend money on a waiting list campaign for kill switch. So we are going to use the resources that we have, which is our email list and a few dozens of them. So we are going to use the resources that we have, which is our email list and a few dozens of influencers who have tried and loved kill switch to share that message with them. And my, my team just got back to me. It's like, but we already sent all those bottles to influencers and they want to become our affiliates. And what are we going to do? It's like, exactly. That's going to be perfect because we're going to share with all of them that we got sold out and they can share it with their audience. Once we go back in stock. And by the way, you also got one of the last bottles of kill switch. So you just, again, it just building that social proof.
Speaker 1We held back 30. For, for, for our own use so we could snort it and to send out to influencers. Yeah, yeah, yeah.
Speaker 2So again, it builds up that because w you know, we are a small brand compared to what they're used to work to, to, to work with. So by saying, Hey, we sold out, you try the product, you saw how good it is, and we'd probably, we could probably partner up when we go back in stock. So yes, we're not making sales right now. Yes. They're not able to send their followers to buy our product, but I've worked with, um, with a supplement brand founder, but like making $50 million a year. And he told me every day, you're not selling your product. You're just making more sales in a few months from today.
Speaker 1So if you plan for it, if you
Speaker 2plan for it, yeah. Yeah. If you, if you, I mean, if you just sell out, you never build a hype around it. You never, you never build a list. You never build a list. The excitement. The excitement around it. So people are, oh yeah, you just got free stock, but our goal right now is Keep pumping those proofs that people love KiloSwitch and it works for so many people. So just be ready when we get restock.
Speaker 1Yeah. So we don't have like a four-point plan that we're following here. We just know that we're going to drive attention to the waiting list to build up people who are ready to buy from us. And I am excited about it because it's just an example that I can show the audience. Like, see, you just build a list, send people to it, put a few hundred people in there, and that is enough to sell enough units to get that momentum and those reviews and the ad copy and other things you need to get that snowball rolling. One of the things that has been helpful in that process is you've had a few influencers who really love the product. And this has kind of become your niche, working with influencers for brands. This has kind of been – when we met two years ago, you were – In transition, kind of – and this has kind of been the thing that has really become your expertise. And you shared with me that there's been a few strategies that you find working right now that are different than in the past. Would you share a little bit about what you see going on right now? Yeah. Tomer has become a resident expert in influencer marketing, but not in the way that you would think. It's not sponsoring posts or paying big audiences to talk about you. Instead, it's more like social proof marketing. That means getting as much social proof as possible from as many small accounts or personal contacts that you have and sharing that to build your launch list. Sometimes that is reasonably sized influencers, but most of the time, it's small content creators who are just excited about what you're doing. This is the magic of documenting the process. When you share every review, share every customer email that you get. Show yourself going through. Show every person on social media who likes the product, buys the product. As you celebrate all of those little wins, you will get more of them. And more importantly, you can send that traffic to your launch list so you have people waiting in line to buy your product as soon as it's ready. This is how we get products off the ground and launched and why some of our members are getting $10,000, $25,000, even $100,000 when they launch. Even if they don't have product ready yet. And it's the same process we put all of our brands through. So they stop thinking about it. They get their product out and into the world and they build that snowball towards 25 sales a day.
Speaker 2One of the things that we have changed in our strategy is to become way less or to become way more straightforward with influencers. And the way we did it is by just identifying the pain points of our customers. And turn them into a very, very friendly message that most brands are not sending to other influencers. They're like, oh, I love your content and I saw this and I want to see this. And it's like, oh, yeah, I saw hundreds of them. And when we go, we say, I bet we can have your sleep score at 95% most of the days for your Roop or Oura Ring. Would you like to give our sleep supplement a try? And they're like, yeah, sure. I love that approach. And just first understanding your customers. Their pain points and being very straightforward just worked so well for all of the brands that I work with, not just for Switch.
Speaker 1Now, in order to send a message like that, you've got to find an influencer that is, in our case, tracking their sleep, talking about health or their sleep. And you've got to know that that's something that they're interested in in order to hit that button. That button being, I bet I can get your sleep score to 95. Because if you sent that to. If you sent that to a mommy blogger who doesn't track her sleep, she's going to be like, what is a sleep score? Yeah. Yeah, yeah. But so that's a very targeted influencer that you're going after. And it sounds like you're getting more yeses as a result of that type of outreach. Is that what you're saying?
Speaker 2Yes. It's not just yeses. It's also getting very exciting content from them and having them being very excited that we reached out to them with something that is so personalized to them. Like, we just get them. And. One thing that I told one of my clients is that it's way easier to target an influencer nowadays than a customer. If you want to target a customer on Facebook, you just let the algorithm do that for you nowadays. But if you want to target an influencer who is interested in a specific topic or is wearing a whoop strap and tracking their sleep, you just search for the hashtags and you can reach out to them privately. You can be very, very targeted. But if you spend money on ads, you let the algorithm make the decision. So you can be very, very targeted with who you're reaching out to. And that's the beauty of working with influencers.
Speaker 1What range of follower count are you looking for with Switch specifically? I know how you'll answer this from stage or to a client, but just as a case study, what are you looking for in terms of follower count on this brand?
Speaker 2Yeah, that's funny. Because my team made a mistake. They made a mistake and they haven't had any thresholds for following counts. But that was a really good thing because some of the most exciting pieces of content we received were from people who have less than 5,000 followers. And on the other hand, I started getting responses from influencers who had almost 500,000 followers and they were really, really excited. They were like, oh my God, I need to try that product. I'm going to send you my whoop sleep score. And we are chatting. Almost every day. And that made me learn that we can target a specific range of influencer, but we don't need to. But if you want to take something out of that episode as a number, you or what I would instruct my team to do is probably 10 to 100,000.
Speaker 1That's kind of the sweet spot in a lot of cases. Yeah. And I think that's something that's been completely overblown with a bunch of different messages. But they still have some reach. Yeah. They still have an audience there that's paying attention.
Speaker 2Yeah. But I must say that if you were doing the process as we just described, like knowing exactly what is the pain point and who is that person, you can reach out to accounts with millions of followers. It's kind of like saying, yeah, just go for, you know, date someone who is a four. Like there's no reason if you're doing it right. Right. If you know how to get a 10, go for a 10.
Speaker 1Yeah, exactly. That's a perfect analogy right there. So let's just break down the strategy a little bit for some takeaways of how we're building the launch list and what we're going to do with that. Because I think that would be helpful based on the conversations I've had with the students at Capitalism.com. So we're going to put up some basic landing page to get on a waiting list because we're out of stock. Do you know the URL of what that's going to be? If not, can you make one up here on the spot?
Speaker 2Yeah. Yeah. I think it's switchsupplements.com forward slash product forward slash kill.
Speaker 1Oh, my goodness. I'm sorry. Find a different link. I'm sorry. Do you know what pretty links are on? I've heard about it. Yeah. Okay. Bitly something? Not Bitly. What is this? 2009? No. You get a short extension of switchsupplements.com slash wait. Okay. And then you can have it forward wherever you want. Okay. And then you can have it set up where you hear first, ladies and gentlemen, switchsupplements.com slash wait.
Speaker 2A defense tactics episode.
Speaker 1So slash wait, and then it can redirect wherever we want. All right. And so any content we create on social media that we do either by documenting the brand on my account, your personal account, or the brand account will all send traffic to slash wait. Anytime we have an influencer post. Or somebody showing their sleep score and we share it, we email it out. All the calls to action are going to go to switchsupplements.com slash wait. I mean, all we're doing is consolidating our efforts behind one activity and it's getting people on the waiting list because every person who signs up for a waiting list has their hand up saying, I want this. That's a potential customer. Yeah. So I have been telling people in the. 1% who have like, should I do this or should I do this? Should I follow that strategy? I heard about this. Stop. Put all your attention into building a wait list. All of it. Document your journey. Create content, whatever you do. Run ads. If you want to put it all into one thing and is building a waiting list. Now you have people who are bought into what you're trying to do. You can even prelaunch that product, get cashflow in the door. And one of our brands inside of the capitalism fund. Mark, Mark CUDA just did this, sold hundreds of units at 70 to 80 bucks a pop, put like 25, 30 grand in the bank so he can order more inventory. And now he's got customers who are excited to leave reviews that becomes social media content and the snowball starts to build. The other cool thing about this Tomer is since we just had this big win of running out of stock, which is not a win, but it's a win. This is a short-term win, right? - Selling more than expected. Yeah. We show that there's demand. We've had people who have offered to invest and we might take those conversations. We didn't expect to have those conversations. We didn't think we needed those conversations, but there's people who are super fans that see the momentum that want to write a check and we'll take the call. And that came organically. That came from just people seeing the momentum and liking the product. And this is why documenting the journey and just being honest with your people is a really good strategy. And now we have influencers who are more bought in because they see that there's demand for it. So now we have all these assets that we can work with, relationships with investors, relationships with customers who are excited about it, super fans who are posting about us, influencers that have reach. And now it's like, okay, now we have something we can work with. Yeah. That's fun.
Speaker 2Yeah. And that wasn't there until two months ago. That's right. Yeah. Yeah. So it feels like nothing is happening for a very long time.
Speaker 1That is right.
Speaker 2Yeah. And then a lot happens at once. We have way more demand that we can fulfill, which is awesome.
Speaker 1Let's talk briefly about our desires to reformulate the products, just because we've already reformulated our first product once and both of us were a little bit discouraged. After we did that, because we actually improved the taste dramatically, but there was actually some loss of excitement when we reformulated because when it tasted so bad, you were like, this has to work. And people literally learned to like the taste, even though it was, it tasted like fermented donkey doo-doo. Yeah. There's just an audience for that. Yeah. And now it tastes almost completely neutral. It doesn't taste like much at all. And it kind of lost some excitement. And so now we're going back and reformulating a little bit. Talk me through your thought process about how you're thinking about that.
Speaker 2Yeah. So as you said, I think it was a really nice crappy story of, hey, we have a really bad tasting product, but it's not big boy. expense if that makes sense like if we want to compare ourselves to big brands like on it for example we need to level up in how our consumers or the um mass market perceives our products well
Speaker 1this is what we found out with kill switch because kill switch is delicious yes and people look forward to it yeah nobody was looking forward to the original kill switch and there's the original on switch and there's still not but it's it's lost to the story now and now it just feels like it's just like the product works and people like it but it's lost some of that pizzazz yeah yeah so
Speaker 2i would like to improve the formula and even have more potent ingredients and improve the flavor so we can be very proud and we don't have to apologize yeah for it not being uh the best tasting or oh you can take one and a half scoops it's like no i just wanted to be like just like kill switch like trust me it's gonna work yeah
Speaker 1and we're gonna do it yeah it's gonna take some time yeah but one one thing i wanted to hit on before we wrap is kill switch is not the cheapest sleep supplement in the world right right and we didn't do any crazy discounts for running out of when we were running out of stock these are full price buyers and it's a fairly premium price we might have to increase our cost of goods on on switch but we've kind of established that we're a premium brand now or a premier-ish brand and so we kind of have proven to ourselves that maybe we can raise the price in order to offset that cost maybe we can be a super pre maybe we can be the most expensive nootropic the most expensive sleep supplement on the market because there is an audience that wants to be a super premium brand and we can't be and is willing to go out of their way to buy two or three so that they don't run out and it takes time to find that but it's worth developing a great product and taking the time to ensure that you are best in class and that i very rarely regretted developing an awesome product that people love even if i have to be twice the price of somebody else
Speaker 2yeah so you know i actually forgot to mention that one of the things that's really important to me is that when you're really helped us get better with our ad campaigns get better with our sales in general is to get rid of the introductory offer that we've had we sold kill switch at 40 instead of 60 for a while and we were really scared of getting rid of that offer because our conversion rate was decent like maybe four percent which is okay when we got rid of that offer our conversion rate is more than seven percent that was crazy to me i did not expect it to happen and most of the customers who bought kill switch this month were buying it for 40 when they just tried it but now they're happy to pay 60 for it and they're buying more than one so i always tell this about supplements whenever like everybody's like raising eyebrows like oh but it's too expensive it's like if that works it's worth hundreds or thousands of dollars for people especially for entrepreneurs yeah that's right but if it doesn't work it doesn't even worth ten dollars yeah that's right so it doesn't matter like just create a really good product even if you have really low conversion rate at first you will get raving reviews those raving reviews will allow you to have really good conversion rates moving
Speaker 1forward you're you're you're touching on a really important point here and it reminds me of alex behind the camera here and i have this have this phrase that we'll say where we realize that we'll say i am a different person when i get a good night's sleep like my whole life is different i i had uh i had a night two nights ago or two weeks ago where i couldn't sleep at all it was one of those my head hit the pillow and then every failure that has ever happened came into my brain and everything that i'm working on came to my brain i didn't sleep at all and i i couldn't even write an email to my list that day which is the one thing that if i'm having a bad day it's like at least i can write an email to my list couldn't even do it that day and next day got a great night's sleep kill switch had me out my deep sleep is great woke up as i wrote the email in five minutes i'm a different person and i will make more money and i'm better to my team and i'm a better father when i sleep that is worth literally hundreds of thousands if not millions of dollars to me if if i get consistent good sleep and i think a lot of brand owners forget to value their product in the difference it makes in someone's life instead they value themselves comparison to what everybody else is charging and you miss all your super fans when you do that when you try to be everybody else you're missing the people that need you the most because you're talking about solving the problem not why you're better than that guy over there it's like it people ask about finding markets with no competition just pretend there is none that's it just speak directly to the person and the pain point you're solving is you're not going to be able to solve the problem you're solving is you're building and act like there's no competition done just be one of zero yeah so can
Speaker 2i have one more one last tip so you reminded me when you shared about that email that you couldn't write one of the things that really helped us in the last few months is that i sent out an email to some of our customers offering them to jump on a call with me and i just asked him questions about kill switch we took those zoom calls and we created the sweet dream stories series and we just used the phrases that they've used like i'm a human again after using kill switch or i got my life back or my wife pays attention to me whatever it is and we just used that as the subject line and the title for the emails and they worked so well and one of the one of the um feedbacks that we got was i i have kill switch at home and the reason why i'm not using it is because i still haven't seen enough evidence that it works so it's like oh that's weird because i thought that we were sharing a lot of feedback and i was like oh that's weird because i thought that we were sharing a lot of feedback and like i told my team let's double down send triple the amount of of testimonials that we send suddenly we're getting more more sales it all came from maybe five 15 minute conversations with our customers it gave me the best copy ever
Speaker 1that's really good so switch supplements.com slash wait yep make that happen is the link that will be up where you can see our ugly waiting list page see our ugly emails and then we're going to decide are we going to pre-launch it or we're just waiting for it to be in restock we don't know but you can follow along live campaign with doing that and that has been the biggest gap i've seen with our customers so if you want to see a live case study you can do it at that you
Speaker 2can also find the ugly link in the show notes i
Speaker 1don't think we even do show notes do we do show notes sort of there you go i think you do all right tomer good to see you my man it's fun to document this journey with you you don't need to know you don't need to have a giant audience to have a really successful launch you don't have to have right in order to start building towards 100 sales a day. We still don't have everything right. We're reformulating the product. We need to improve our packaging and our marketing. And heck, we ran out of stock for goodness sake, which is the number one mistake that I tell people not to make. We did not have everything right. We still have work to do, but we're getting a ton of progress just by following the playbook and doing it right in front of you. So my advice to you is if you know what you want to sell or you know the person that you want to serve, start putting them on a launch list right now. Start sharing the journey. Start sharing every win and linking back to one place and it's your launch list. If you do that, once your product is ready, you will have buyers waiting for you. So if you want to be in the room and you want to get personalized help for the idea that's in your head that you're just not sure how to bring to paper and launch to the world where we excel as helping people launch their brand, get to 100 sales a day, and have a multi-million dollar exit. And whenever you're ready to start your journey, you can join us over at capitalism.com slash one. I'm Ryan Daniel Moran with capitalism.com. I'll see you next time. If you found value in this podcast and you're ready to go deeper, here are three resources where we can help you. One, you can grab my book, 12 months to 1 million on audible or Amazon. It has over a thousand reviews and it's the playbook to building a seven figure business. Second, you can join our community of entrepreneurs who are following a plan to build a 1% net worth by building businesses and investing the profits. You can get plugged in at capitalism.com slash one. And third, if you're looking to go deeper and build a seven figure business that you can sell, you can work closely with me at the capitalism incubator. And you can get on the waiting list and find out what we do over at capitalism.com slash Inc. That's capitalism.com slash I N C.
PodcastTranscript AI