1 00:00:00,160 --> 00:00:02,280 Today on the Winning with Shopify podcast. 2 00:00:02,720 --> 00:00:04,640 Entrepreneurs are very hard working people. 3 00:00:04,640 --> 00:00:06,520 They're the the most hard working people. 4 00:00:06,520 --> 00:00:09,320 As much as I would love everybody to start doing it, I 5 00:00:09,320 --> 00:00:11,960 don't think anybody's ever going to take that late. 6 00:00:12,200 --> 00:00:15,040 And we started getting momentum that fast forwarded to, hey, 7 00:00:15,040 --> 00:00:17,040 we're going to give you $500 a month. 8 00:00:17,240 --> 00:00:19,360 I think that's why I took off. It was short, it was a weird 9 00:00:19,360 --> 00:00:21,480 angle to start from, and people were like, what the heck's going 10 00:00:21,480 --> 00:00:23,080 on? It was, it was one of the most 11 00:00:23,320 --> 00:00:24,400 wonderful. Yeah. 12 00:00:24,400 --> 00:00:26,720 Spill your spill your coffee out in those moments. 13 00:00:28,000 --> 00:00:32,200 Hello and welcome to another and possibly our last episode of the 14 00:00:32,200 --> 00:00:34,400 Year of the Winning with Shopify podcast. 15 00:00:34,600 --> 00:00:36,240 We might have a little episode coming out next week. 16 00:00:36,240 --> 00:00:38,600 I don't know yet at the time of recording this, I have three 17 00:00:38,600 --> 00:00:40,040 things pending for tomorrow's records. 18 00:00:40,040 --> 00:00:42,640 We might have something else, but in today's episode, we 19 00:00:42,640 --> 00:00:46,040 decided to do a bit of a look back at the previous year, some 20 00:00:46,040 --> 00:00:48,000 of the highlights, some of the amazing things we've learned, 21 00:00:48,200 --> 00:00:49,800 some of our amazing guests as well. 22 00:00:49,800 --> 00:00:52,600 And before that, I've got a long list of thank yous. 23 00:00:52,840 --> 00:00:54,560 If you've been tuning into the show for a while or you've been 24 00:00:54,560 --> 00:00:56,800 listening to the last few episodes, you may or may not 25 00:00:56,800 --> 00:00:59,360 know there are a whole team of people behind the scenes that 26 00:00:59,360 --> 00:01:01,560 make this thing happen. That's right. 27 00:01:01,560 --> 00:01:03,640 I don't normally look this good. I don't normally sound this 28 00:01:03,640 --> 00:01:05,319 good. And I certainly couldn't come up 29 00:01:05,319 --> 00:01:07,760 with all these amazing ideas, questions and content all 30 00:01:07,760 --> 00:01:10,600 completely on my own be completely impossible. 31 00:01:10,800 --> 00:01:12,080 So I want to say some massive thank you. 32 00:01:12,080 --> 00:01:14,280 First of all, to our sponsors. We've had several sponsors 33 00:01:14,280 --> 00:01:15,800 throughout this year. We've got some still running 34 00:01:15,800 --> 00:01:18,040 into next year. Massive thank you to you guys. 35 00:01:18,040 --> 00:01:19,600 We could not run the show without you. 36 00:01:19,600 --> 00:01:22,520 We would have no finance, no backing, and we'd also struggle 37 00:01:22,520 --> 00:01:24,560 to get guests. You guys make this show happen. 38 00:01:24,560 --> 00:01:27,040 So thank you so much for being such a big part and a big 39 00:01:27,040 --> 00:01:29,320 support to this. I want to put a massive shout 40 00:01:29,320 --> 00:01:30,440 out. He's going to hate me for saying 41 00:01:30,440 --> 00:01:32,320 this because he never likes being in the limelight on the 42 00:01:32,320 --> 00:01:34,520 podcast. But Byron, thank you so much 43 00:01:34,520 --> 00:01:35,680 mate. You've been working for us for 44 00:01:35,680 --> 00:01:37,120 years now. You've put up with me and we've 45 00:01:37,120 --> 00:01:40,280 grown this incredible thing. We've reached over a million 46 00:01:40,280 --> 00:01:44,120 people now with the podcast. We reach over 100,000 people 47 00:01:44,120 --> 00:01:45,960 most weeks. Credit to you mate. 48 00:01:45,960 --> 00:01:47,320 You are the driving force of this thing. 49 00:01:47,320 --> 00:01:48,600 Thank you so much for your hard work. 50 00:01:48,600 --> 00:01:50,840 I really appreciate it and I'm looking forward to how much more 51 00:01:50,840 --> 00:01:52,520 we can grow this. And I love the fact that you put 52 00:01:52,520 --> 00:01:55,200 up with my scattiness and also the energy that you put into 53 00:01:55,200 --> 00:01:56,320 this as well. So thank you. 54 00:01:56,600 --> 00:01:59,760 Massive shout out that we made a big change this year and we had 55 00:01:59,760 --> 00:02:01,720 a guy called Paul. Paul, if you're listening, we 56 00:02:01,720 --> 00:02:03,400 still love you. Thank you for your years of 57 00:02:03,400 --> 00:02:07,000 service editing the podcast. We now work with Josh and and 58 00:02:07,000 --> 00:02:08,600 Sophie. Thank you Josh and Sophie for 59 00:02:08,600 --> 00:02:10,320 editing. You will definitely watch this 60 00:02:10,320 --> 00:02:11,480 because you'll have to edit this. 61 00:02:11,720 --> 00:02:14,080 So thank you so much. They'll be embarrassing me later 62 00:02:14,080 --> 00:02:17,360 in the show as well. So a big thank you to those guys 63 00:02:17,360 --> 00:02:19,240 and keep watching to find out how I get embarrassed. 64 00:02:19,440 --> 00:02:21,680 I'm actually quite excited. I've seen a clip and it is quite 65 00:02:21,680 --> 00:02:23,160 funny. And I want to say a massive 66 00:02:23,160 --> 00:02:25,800 thank you to Jess in my team here at Spec Jess, you optimize 67 00:02:25,800 --> 00:02:27,800 the YouTube channel and I really appreciate everything you do. 68 00:02:27,960 --> 00:02:30,440 The YouTube channel is growing like mad and you're part of our 69 00:02:30,480 --> 00:02:32,840 SEO team, so optimizing those videos makes such a difference. 70 00:02:33,120 --> 00:02:35,560 A big thank you to Liv who also used to optimize some of the 71 00:02:35,560 --> 00:02:36,680 videos. Still helps out a little bit 72 00:02:36,680 --> 00:02:38,480 with that, but also post a lot of web content. 73 00:02:38,600 --> 00:02:41,360 And if anyone doesn't know who Liv is, we did an episode back 74 00:02:41,360 --> 00:02:43,960 in September from the ECOM Expo. I think we posted it a few weeks 75 00:02:43,960 --> 00:02:45,400 later once it was edited and put together. 76 00:02:45,400 --> 00:02:48,040 But Liv was the person wearing a bright pink Winnie Wishaw fight 77 00:02:48,040 --> 00:02:50,280 T-shirt running around the ECOM Expo here in London and 78 00:02:50,400 --> 00:02:52,160 interviewing people and asking questions. 79 00:02:52,360 --> 00:02:54,120 Thank you for all you do Liv. It's amazing. 80 00:02:54,280 --> 00:02:55,680 Massive shout out to Elliot as well. 81 00:02:56,400 --> 00:02:57,960 Elliot's part of our PPC team here. 82 00:02:58,160 --> 00:03:00,480 Elliot does all the promotion around the podcast, so he's the 83 00:03:00,480 --> 00:03:02,960 one that gets in front of so many people and kick starts that 84 00:03:03,080 --> 00:03:06,240 organic growth on Instagram, YouTube and a whole range of 85 00:03:06,240 --> 00:03:08,240 other things as well. So Elliot, thank you for all you 86 00:03:08,240 --> 00:03:10,280 do as well. Massive thank you to all of our 87 00:03:10,280 --> 00:03:13,400 guests this year. What a rubbish and boring and 88 00:03:13,400 --> 00:03:16,480 terrible podcast it would be if you were just listening to me. 89 00:03:16,480 --> 00:03:19,000 So thank you to our guests for coming on, sharing insights, 90 00:03:19,000 --> 00:03:21,120 being so humble about what's going on and giving up your very 91 00:03:21,120 --> 00:03:24,040 precious time to come and have a little old chat with me. 92 00:03:24,040 --> 00:03:26,320 I really appreciate it and without you guys, we would not 93 00:03:26,400 --> 00:03:28,480 not have a podcast. So thank you to all the guests. 94 00:03:28,840 --> 00:03:30,520 I want to thank everyone that's part of our Growth Hub 95 00:03:30,520 --> 00:03:32,400 community. We launched the Growth Hub this 96 00:03:32,440 --> 00:03:35,320 year, which is so awesome. And at the time of recording, 97 00:03:35,320 --> 00:03:37,800 I'm literally attending a round table session later and we've 98 00:03:37,800 --> 00:03:39,440 got 10s of people signed up to that. 99 00:03:39,440 --> 00:03:41,480 I'm so excited to meet you guys and talk about some of your 100 00:03:41,480 --> 00:03:43,480 issues and get to know you all a little bit more as well. 101 00:03:43,480 --> 00:03:45,560 If you want to join the Growth Hub, here's another plug. 102 00:03:45,640 --> 00:03:48,000 Go join the Growth Hub. It's free, it's amazing, we're 103 00:03:48,000 --> 00:03:49,320 evolving it. Go and join it. 104 00:03:49,320 --> 00:03:51,920 It may not be free forever, so go and get involved and some of 105 00:03:51,920 --> 00:03:54,280 our newest members will vouch how amazing it is. 106 00:03:54,280 --> 00:03:56,800 And we put some testimonials on the page as well, see how much 107 00:03:56,800 --> 00:03:58,200 is helping impact people's businesses. 108 00:03:58,320 --> 00:04:00,120 And again, it's free and it's fun. 109 00:04:00,120 --> 00:04:03,560 So come and get involved. And finally, all of you guys, 110 00:04:03,600 --> 00:04:05,240 there is audio hitting your ears right now. 111 00:04:05,240 --> 00:04:07,160 There may even be images hitting your eyes if you're watching 112 00:04:07,160 --> 00:04:09,360 this online. Thank you to all our listeners. 113 00:04:09,360 --> 00:04:12,000 If you've subscribed to us, left us a review or you just TuneIn 114 00:04:12,000 --> 00:04:14,040 every week and you help that number go up, keep our 115 00:04:14,040 --> 00:04:16,160 engagement strong. That helps in all the platforms. 116 00:04:16,360 --> 00:04:19,760 Thank you so much for tuning in without you guys. 117 00:04:19,760 --> 00:04:22,200 Again, the point, the point of this whole podcast will be 118 00:04:22,200 --> 00:04:24,640 completely pointless. So thank you for tuning in. 119 00:04:24,640 --> 00:04:27,920 It means the world to us. So if I haven't included anyone 120 00:04:27,920 --> 00:04:29,800 on that list, I'm so sorry. There are so many of you guys 121 00:04:29,800 --> 00:04:32,840 involved in either watching, producing, or helping run this 122 00:04:32,840 --> 00:04:34,760 thing. It's been an incredible journey. 123 00:04:34,760 --> 00:04:38,480 2025 is going to be insane. We have such big ideas of how 124 00:04:38,480 --> 00:04:40,440 much we want to grow this, what kind of content we want to bring 125 00:04:40,440 --> 00:04:43,040 you guys, and some of the other extracurriculum things we want 126 00:04:43,040 --> 00:04:44,840 to do outside of the podcast as well. 127 00:04:45,160 --> 00:04:47,800 Our YouTube channel is going through an evolution next year 128 00:04:47,800 --> 00:04:49,160 as well. We're going to put so much more 129 00:04:49,160 --> 00:04:51,760 cool content outside of podcast on there as well. 130 00:04:51,760 --> 00:04:53,400 So if you haven't already, go to YouTube. 131 00:04:53,400 --> 00:04:55,040 Hit subscribe. At the time of writing, we have 132 00:04:55,040 --> 00:04:58,600 3 subscribers below US 1000 and we've gained those thousand in 133 00:04:58,600 --> 00:04:59,920 just, I think it's about four months. 134 00:04:59,920 --> 00:05:01,560 So we are growing, growing, growing. 135 00:05:01,720 --> 00:05:05,440 Thank you everyone. So before I start crying with 136 00:05:05,440 --> 00:05:08,200 all the sentiments I've been sharing this morning and what 137 00:05:08,200 --> 00:05:11,360 are we going to be doing today? Well, today I've got the best 138 00:05:11,360 --> 00:05:13,240 bits. We've gone through Byron and I 139 00:05:13,680 --> 00:05:16,160 and had a look through previous episodes and picked out some of 140 00:05:16,160 --> 00:05:19,040 the most important things that happened throughout 2024 that 141 00:05:19,040 --> 00:05:20,840 was shared on the podcast. Some of our most important 142 00:05:20,840 --> 00:05:23,360 guests and I mentioned me being embarrassed. 143 00:05:23,440 --> 00:05:27,000 If you want to stay around Sophie and Josh, it's mild 144 00:05:27,000 --> 00:05:28,280 bullying. They've been bullying me 145 00:05:28,280 --> 00:05:30,800 throughout the year and threatening a blooper reel. 146 00:05:31,400 --> 00:05:33,880 That blooper reel is on this episode and it will be here 147 00:05:33,880 --> 00:05:35,480 later. If you're listening to this 148 00:05:35,480 --> 00:05:38,240 rather than watching it and you want to actually see what's 149 00:05:38,240 --> 00:05:40,400 going on, I highly recommend you go and watch it because there's 150 00:05:40,400 --> 00:05:42,480 quite a few graphics on the screen to explain what's going 151 00:05:42,480 --> 00:05:43,920 on. I hope you guys enjoyed today's 152 00:05:43,920 --> 00:05:46,760 episode. If we don't talk to you or with 153 00:05:46,760 --> 00:05:49,280 you or have any communication with you before next year, have 154 00:05:49,280 --> 00:05:52,000 the most incredible holiday season and Christmas break. 155 00:05:52,520 --> 00:05:53,880 I wish you all a very Merry Christmas. 156 00:05:53,880 --> 00:05:56,840 Have an amazing new year, and we hope to see you again next year. 157 00:05:56,920 --> 00:05:58,640 Thank you again to absolutely everybody. 158 00:05:58,640 --> 00:06:00,920 I hope you enjoy these flashbacks and I hope you enjoy 159 00:06:00,920 --> 00:06:02,480 the Blue Parill. Merry Christmas. 160 00:06:03,080 --> 00:06:06,200 How hard would you say is for brands though to avoid that 161 00:06:06,200 --> 00:06:09,120 discounting? Like it's how tempting is it for 162 00:06:09,120 --> 00:06:11,920 them? Well, I think we again, we have 163 00:06:11,920 --> 00:06:14,520 to be honest, you're never going to be able to move away from it 164 00:06:14,760 --> 00:06:18,360 in entirely, but you can decide who you're going to give it to. 165 00:06:18,600 --> 00:06:21,840 You know, you've literally just hit the nail on the head there. 166 00:06:21,840 --> 00:06:27,120 So yes, you probably, if you want to win on Google Shopping 167 00:06:27,120 --> 00:06:31,080 or, you know, on Instagram, you're probably going to have to 168 00:06:31,080 --> 00:06:32,880 apply that discount for your first customer. 169 00:06:32,880 --> 00:06:34,360 Does it have to be an enormous discount? 170 00:06:34,360 --> 00:06:36,400 Possibly not. You know, I think we maybe go 171 00:06:36,400 --> 00:06:40,960 slightly too far there, but you, you will potentially have to use 172 00:06:40,960 --> 00:06:44,120 that discount to draw someone in the first time, but that doesn't 173 00:06:44,120 --> 00:06:46,040 mean you have to use it every time thereafter. 174 00:06:46,040 --> 00:06:49,560 I think it's, it's super important to not condition 175 00:06:49,560 --> 00:06:53,480 people to expect that 25% off from you every time. 176 00:06:53,480 --> 00:06:57,040 And the loads program just gives you a vehicle for offering 177 00:06:57,040 --> 00:06:59,120 something different. It may still, you know, as you 178 00:06:59,120 --> 00:07:02,480 say, it may still be 1520% off but in a different guise. 179 00:07:02,720 --> 00:07:05,400 But as soon as that person comes back for a second purchase, 180 00:07:05,480 --> 00:07:07,920 they're worth more to you. By the time you get to 3rd or 181 00:07:07,920 --> 00:07:10,840 4th, you know a lot of program member will purchase almost 182 00:07:10,840 --> 00:07:13,640 three times more regularly than a non member. 183 00:07:13,880 --> 00:07:15,960 So you're going to recoup that cost. 184 00:07:15,960 --> 00:07:21,160 So unfortunately, isn't that discounting is a necessary evil? 185 00:07:21,160 --> 00:07:24,440 I think as much as I would love everybody to stop doing it, I 186 00:07:24,440 --> 00:07:27,200 don't think anybody's ever going to be able to take that leap. 187 00:07:27,680 --> 00:07:32,280 But only do it the first time or potentially if you've got 188 00:07:32,280 --> 00:07:34,960 somebody that you know, you know, if you've identified when 189 00:07:34,960 --> 00:07:38,160 people churn, maybe it's after the purchase 5 or 6 they take, 190 00:07:38,160 --> 00:07:40,920 that's your major drop off point, bring them back in then. 191 00:07:40,920 --> 00:07:44,720 But but try to sort of willing people off them in between I 192 00:07:44,720 --> 00:07:47,680 think is the answer. Let's get them back in because 193 00:07:47,680 --> 00:07:50,320 they already know who we are and the longer it is between orders, 194 00:07:50,320 --> 00:07:52,400 the colder they're getting. So we need to kind of get them 195 00:07:52,400 --> 00:07:54,200 back quickly and see what you can do with it. 196 00:07:54,360 --> 00:07:57,280 Yeah. The, the, the wind back and the 197 00:07:57,280 --> 00:08:02,000 post purchase flows have been a big focus for me the past past 198 00:08:02,000 --> 00:08:04,000 year. We've you know, we've lifted our 199 00:08:04,000 --> 00:08:08,000 our repeat customer rate from like 6% to 13%. 200 00:08:08,160 --> 00:08:10,800 Wow, that's really quite double. Yeah, it's really hard for us 201 00:08:10,800 --> 00:08:13,560 because, you know, someone buying a set of shocks, they're 202 00:08:13,560 --> 00:08:16,240 not going to buy it again for 3-4 years usually. 203 00:08:16,240 --> 00:08:18,880 And so you'll be lucky to get that or just way down the line. 204 00:08:18,880 --> 00:08:22,200 And so we've started expanding our catalog and adding on more 205 00:08:22,200 --> 00:08:25,880 or auxiliary items, accessory items to like, you know, bring 206 00:08:25,880 --> 00:08:29,480 them back, you know, within a week or two weeks, or like you 207 00:08:29,480 --> 00:08:32,440 said, bring them back as soon as possible while they're still, 208 00:08:32,720 --> 00:08:35,080 you know, in love with your brand, still know your brand. 209 00:08:35,520 --> 00:08:39,039 So the win back the post purchase, those kind of things 210 00:08:39,039 --> 00:08:41,200 that to incentivize getting those customers back. 211 00:08:42,799 --> 00:08:45,720 There was a statistic where it's like they need to buy from three 212 00:08:45,720 --> 00:08:49,840 times and then you have like after the after they buy from 213 00:08:49,840 --> 00:08:54,520 you three times, like the LTV just significantly goes up. 214 00:08:54,520 --> 00:08:59,760 I'm failing on the actual source numbers, but LTVLTV is, is the 215 00:08:59,760 --> 00:09:03,600 new hot term in the past year. I've been trying to focus on it 216 00:09:03,600 --> 00:09:07,040 for a while now because we suffer from, we have to be 217 00:09:07,040 --> 00:09:10,720 profitable on that for sale and then everything else after that 218 00:09:10,720 --> 00:09:13,800 is even more, you know, beneficial. 219 00:09:14,120 --> 00:09:16,200 A lot of there's a lot of businesses out there that are 220 00:09:16,200 --> 00:09:21,240 like Will, Will, we'll break even on 1st sale and hopefully 221 00:09:21,240 --> 00:09:25,160 we went back over the lifetime. We'll make a lot of ourselves. 222 00:09:25,160 --> 00:09:27,400 A lot of subscription businesses is like month four. 223 00:09:27,640 --> 00:09:30,640 They aim to make profit and I know I'm the guy that's 224 00:09:30,640 --> 00:09:32,640 convinced some of them to do it. When I look to the numbers and 225 00:09:32,640 --> 00:09:35,160 said you're most people stay with you for well over a year on 226 00:09:35,160 --> 00:09:37,560 a subscription, you know, it's like 98% of them are still here 227 00:09:37,560 --> 00:09:40,240 a year later. Especially we work, we work a 228 00:09:40,240 --> 00:09:42,160 little bit in the insurance space, which is not so much 229 00:09:42,480 --> 00:09:45,840 e-commerce, it's more lead Gen. But certainly in that, yeah, we 230 00:09:46,120 --> 00:09:47,840 sort of say, you know, what's the average lifetime value of a 231 00:09:47,840 --> 00:09:49,880 customer and they say we'll probably about 5 plus years or 232 00:09:49,880 --> 00:09:52,080 in five years we've still got 98% of those people that have 233 00:09:52,400 --> 00:09:55,320 taken out a car policy or something with us, which is 234 00:09:55,320 --> 00:09:56,840 fantastic. So then it's like, well, let's 235 00:09:56,840 --> 00:09:59,560 fax that into our ROI. We can now go back to you with 236 00:09:59,560 --> 00:10:01,960 saying about being competitive and new competitors coming in. 237 00:10:02,240 --> 00:10:04,440 We can outrun them. We can outbid them on Google. 238 00:10:04,440 --> 00:10:06,160 Ads because we. Can say actually we're going to 239 00:10:06,160 --> 00:10:08,360 pay twice as much to get each new customer and we're going to 240 00:10:08,360 --> 00:10:10,320 active do that, which sounds like a bad business decision, 241 00:10:10,320 --> 00:10:13,040 but in the long run we're playing a 20 year game here. 242 00:10:13,200 --> 00:10:13,880 Really. Exactly. 243 00:10:14,440 --> 00:10:15,840 What was the defining moment then? 244 00:10:15,840 --> 00:10:18,200 Or were there any particular defining moments where you went 245 00:10:18,200 --> 00:10:20,960 from like, OK, we've launched this thing, it's great timing, 246 00:10:20,960 --> 00:10:22,760 the brand's cool, but we still don't know what we're doing? 247 00:10:22,800 --> 00:10:24,440 Was there any defining moment where it kind of went, we're 248 00:10:24,440 --> 00:10:26,080 doing all right to suddenly we're doing really well? 249 00:10:26,080 --> 00:10:29,000 Or has it been very kind of just kind of step by step growth 250 00:10:29,240 --> 00:10:32,760 throughout the years? With the exception of the TV 251 00:10:32,760 --> 00:10:39,840 show, it was very, very slow and steady on we now there were 252 00:10:39,840 --> 00:10:43,520 there were some calculated decisions that ensured that it 253 00:10:43,520 --> 00:10:46,240 was it was the steady, steady growth. 254 00:10:47,400 --> 00:10:53,080 You know, one of those is we had a, we had a free just to date 255 00:10:53,080 --> 00:10:57,520 2015 pre pre purchase survey asking them, you know, 256 00:10:57,520 --> 00:11:00,400 completely stopping them from buying to ask them where they 257 00:11:00,400 --> 00:11:05,120 where they heard about us. And this was in month month 2, 258 00:11:05,120 --> 00:11:07,920 month three. And one of the options was other 259 00:11:07,920 --> 00:11:13,960 and they could type something in and they were like 2030% of our 260 00:11:13,960 --> 00:11:18,320 new subscribers were putting in Curran 1776. 261 00:11:18,680 --> 00:11:23,560 And you know, part of our go to market strategy was we sent 262 00:11:23,560 --> 00:11:26,960 about 30 boxes out to Youtubers for reviews just to get some 263 00:11:26,960 --> 00:11:28,680 organic content, some buzz going. 264 00:11:29,560 --> 00:11:32,800 And we had this little Google spreadsheet that we were, you 265 00:11:32,800 --> 00:11:35,640 know, tracking when their videos dropped that they did a good 266 00:11:35,640 --> 00:11:38,040 job. And we quickly found this 267 00:11:38,040 --> 00:11:43,080 current 1776 guy, but he wasn't on our list of comped boxes. 268 00:11:43,480 --> 00:11:50,040 So further in the CRM paying customer and he was driving 20% 269 00:11:50,560 --> 00:11:55,160 of the reason why. So we were like, OK, hey 270 00:11:55,160 --> 00:11:57,680 Brandon, you don't have to pay for your box anymore. 271 00:11:57,680 --> 00:12:01,160 It's free. Keep doing this and we continue 272 00:12:01,160 --> 00:12:04,480 to see on that pre purchase survey references to him. 273 00:12:05,800 --> 00:12:08,760 And then we started to see his channel start picking up 274 00:12:08,760 --> 00:12:14,960 momentum and when we would repost his videos and we started 275 00:12:14,960 --> 00:12:18,280 getting momentum that fast forwarded to hey, we're going to 276 00:12:18,280 --> 00:12:20,800 give you $500 a month. Keep doing the box. 277 00:12:20,800 --> 00:12:23,760 You have to do it by this date. There's some rules now like if 278 00:12:23,760 --> 00:12:26,040 you have a question about a product, reach out to us first. 279 00:12:26,480 --> 00:12:32,040 And then by the time I came on in in full time in early 2016, 280 00:12:32,320 --> 00:12:36,680 one of my my second, I had one very important thing I had to do 281 00:12:36,680 --> 00:12:40,040 immediately. And then my second big task was, 282 00:12:40,760 --> 00:12:45,280 was us figuring out how to bring Brandon Curran on full time as 283 00:12:45,280 --> 00:12:47,920 the face of the brand. And you know, it was little 284 00:12:47,920 --> 00:12:52,680 things like that where by bringing him in, by tripling 285 00:12:52,680 --> 00:12:56,920 down once he was full time on content, it just kept the slow 286 00:12:56,920 --> 00:12:59,800 and steady up and to the right going. 287 00:13:00,080 --> 00:13:01,920 So how do you find a good influencer? 288 00:13:01,920 --> 00:13:03,280 How can some of our listeners go? 289 00:13:03,600 --> 00:13:05,840 No one's talking about us, no one's doing unboxing videos and 290 00:13:05,840 --> 00:13:07,240 stuff. Like where's a good place to 291 00:13:07,240 --> 00:13:09,040 start on this? Yeah. 292 00:13:09,040 --> 00:13:13,720 So, you know, so I think in 20, you know, 2016, that's eight 293 00:13:13,720 --> 00:13:19,520 years ago, but but finding an influencer, a creator that is 294 00:13:19,520 --> 00:13:23,280 well in line with your brand and and bringing them on full time, 295 00:13:23,840 --> 00:13:26,640 it's starting to become a a regular occurrence now, right? 296 00:13:26,640 --> 00:13:32,280 I think, I think last week Ridge wallet announced that they 297 00:13:32,280 --> 00:13:36,400 brought on a creator, a YouTube on full time is their, I 298 00:13:36,480 --> 00:13:40,800 believe, chief strategy officer. So it's, it's definitely the 299 00:13:40,800 --> 00:13:44,760 norm now, but I think it's, it's, it's testing, right? 300 00:13:44,760 --> 00:13:47,840 Like we had a, you know, they had a relationship with him 301 00:13:47,840 --> 00:13:50,840 already. We had several months, close to 302 00:13:50,840 --> 00:13:55,720 a year of, of working with them and, and seeing if it was, was a 303 00:13:55,720 --> 00:13:58,920 good fit. There's so many places to find 304 00:13:58,920 --> 00:14:03,080 creators and influencers. You can, you can do it manually 305 00:14:03,400 --> 00:14:08,080 and just just find people that you think you know would align 306 00:14:08,080 --> 00:14:12,080 with your brand and, and reach out to them and DMS or e-mail. 307 00:14:13,320 --> 00:14:16,960 And then there's, there's so many tools, right? 308 00:14:16,960 --> 00:14:20,800 There's tons of software platforms now they can do it as 309 00:14:20,800 --> 00:14:23,720 well. And then you get into like 310 00:14:23,800 --> 00:14:27,240 TikTok shop where they've streamlined it in seller in 311 00:14:27,240 --> 00:14:31,320 their seller central where you can just literally see, see the 312 00:14:31,320 --> 00:14:34,280 lists of everybody and, and, and they make it really easy to 313 00:14:34,280 --> 00:14:37,320 reach out and get product too. Yeah, yeah, so many ways. 314 00:14:37,440 --> 00:14:38,880 To do it now. Yeah, there are. 315 00:14:38,880 --> 00:14:41,800 And what I love is the fact that you said you test it first for 316 00:14:41,800 --> 00:14:44,760 some people and once it works, you double down. 317 00:14:44,760 --> 00:14:47,280 And I guess the another word I'd use for that same something else 318 00:14:47,280 --> 00:14:49,880 is going to process is actually locking them down and saying, 319 00:14:49,880 --> 00:14:52,200 look, this is going well, we love what you're doing. 320 00:14:52,200 --> 00:14:54,640 You're really supporting our business and therefore we want 321 00:14:54,640 --> 00:14:56,640 to give back to you. And I think going back to what 322 00:14:56,640 --> 00:14:58,960 you're saying about running Facebook ads initially and then 323 00:14:58,960 --> 00:15:01,440 Giggle Ads as well as I often use that as a benchmark to say, 324 00:15:01,440 --> 00:15:03,680 what does it cost you to get a new customer from Giggle Ads, 325 00:15:03,680 --> 00:15:06,240 from Facebook Ads? You know, say you're spending 326 00:15:06,240 --> 00:15:09,800 $20,000 a month on the two advertising platforms and this 327 00:15:09,800 --> 00:15:13,520 influencer says, I'll put you in front of 50,000 people for $500 328 00:15:13,520 --> 00:15:15,680 a month or 500 bucks, as you guys say. 329 00:15:16,360 --> 00:15:20,160 Yeah, you know, would would you be happy to pay $500.00 for 330 00:15:20,160 --> 00:15:21,560 that? And I think people are often 331 00:15:21,560 --> 00:15:23,080 nervous because they don't see the value. 332 00:15:23,080 --> 00:15:25,520 So sometimes the question is, look, we would love to get to 333 00:15:25,520 --> 00:15:27,440 that and probably more if it works. 334 00:15:27,800 --> 00:15:29,840 So can we test something with, you know, you, we'll send you 335 00:15:29,840 --> 00:15:31,400 some free products. Would you be happy to do an 336 00:15:31,400 --> 00:15:33,680 unboxing or two? And if, you know, we'll see how 337 00:15:33,680 --> 00:15:35,160 that goes. Which in a way almost means 338 00:15:35,160 --> 00:15:37,360 you're kind of you're tiptoeing in, which is good. 339 00:15:37,680 --> 00:15:39,600 And they've now got an opportunity to say, actually, 340 00:15:39,600 --> 00:15:41,400 yeah, I can deliver. I can drive loads of sales 341 00:15:41,400 --> 00:15:43,280 through your store. And if I do that, you're going 342 00:15:43,280 --> 00:15:45,080 to start paying me more. Like, it's a win win. 343 00:15:45,360 --> 00:15:47,640 Would you say at the moment, Tiktok is probably like the 344 00:15:47,640 --> 00:15:49,800 biggest and best social platform? 345 00:15:49,800 --> 00:15:51,040 Would you say there's any others out there? 346 00:15:51,040 --> 00:15:54,200 Is there any that you're posting on, watching see if they grow or 347 00:15:54,200 --> 00:15:56,040 any that you just won't touch anymore? 348 00:15:56,040 --> 00:15:58,000 Like what are your thoughts on the kind of whole social 349 00:15:58,000 --> 00:16:00,520 landscape for your business? Yeah, so Tiktok is definitely 350 00:16:00,520 --> 00:16:02,760 taking over the social media game, and you just know that 351 00:16:02,840 --> 00:16:06,840 because YouTube Shorts and Instagram Reels are trying to do 352 00:16:06,840 --> 00:16:08,760 the same thing with the short form content. 353 00:16:08,760 --> 00:16:12,800 But TikTok was the first to do that and it just pushes new 354 00:16:12,800 --> 00:16:16,200 videos to like viewers without them having to search for it. 355 00:16:16,200 --> 00:16:19,080 Like they're for the 4U page, which is really nice. 356 00:16:20,040 --> 00:16:25,240 I also do news YouTube Shorts and I found that it does pretty 357 00:16:25,240 --> 00:16:28,000 well as well, but you just have to be really consistent with it 358 00:16:28,000 --> 00:16:30,280 because if you post like one or two videos, it might not do 359 00:16:30,280 --> 00:16:33,480 well. If you continue to pose, you'll 360 00:16:33,480 --> 00:16:36,440 gain some traction. Even with the last prank I did 361 00:16:36,440 --> 00:16:40,480 on TikTok, I also posted that on YouTube Shorts and it did very, 362 00:16:40,480 --> 00:16:42,280 very well too. And you're reaching like a new 363 00:16:42,280 --> 00:16:46,080 community on there. I also gained a lot of like my 364 00:16:46,400 --> 00:16:49,440 following from YouTube Shorts from that video, which is really 365 00:16:49,440 --> 00:16:54,880 nice and also with Instagram reels a few years ago when it 366 00:16:54,880 --> 00:16:58,680 was new, they were really pushing out the reels to people. 367 00:16:58,680 --> 00:17:01,160 So when you posted a reel like you would gain a lot of 368 00:17:01,160 --> 00:17:04,200 following and stuff like that. But now I find that it has 369 00:17:04,200 --> 00:17:07,760 slowed down a lot so TikTok I would. 370 00:17:07,760 --> 00:17:10,760 Say it's amazing. What I guess in your experience, 371 00:17:10,760 --> 00:17:13,200 I know you, you kind of 10 1/2 years into this, in your 372 00:17:13,200 --> 00:17:16,960 experience, like what, what determines do you think that 373 00:17:16,960 --> 00:17:20,200 like to make a video go viral on kind of Instagram, TikTok? 374 00:17:21,480 --> 00:17:22,960 Where do you think the algorithm goes? 375 00:17:22,960 --> 00:17:25,040 Like, OK, this is some really good content. 376 00:17:25,480 --> 00:17:26,640 I'm going to push it to everybody. 377 00:17:27,400 --> 00:17:31,000 Well, you know, sometimes I have no idea, but. 378 00:17:31,720 --> 00:17:34,400 Me neither. I think most of the time it's 379 00:17:34,560 --> 00:17:37,360 when you have something that's really eye-catching in the 380 00:17:37,360 --> 00:17:39,040 start. Like sometimes I like to start 381 00:17:39,200 --> 00:17:42,400 my process videos just like in the middle of a process. 382 00:17:42,400 --> 00:17:45,000 So just grab someone's attention or I put a title on it. 383 00:17:45,360 --> 00:17:50,080 I think with a ceiling painting video it was because the views 384 00:17:50,080 --> 00:17:54,840 from below and it's looking up at me and I was just painting. 385 00:17:55,080 --> 00:18:00,040 I had these taped lines on my ceiling cuz I painted like a 386 00:18:00,040 --> 00:18:02,240 bunch of different colors going up onto it. 387 00:18:02,480 --> 00:18:05,840 So it was just like a weird thing to see and it was a short 388 00:18:05,840 --> 00:18:07,680 video. I meant to post it as a story on 389 00:18:07,680 --> 00:18:12,320 TikTok and but because of that, I think that's why I took off. 390 00:18:12,320 --> 00:18:14,200 It was short. It was a weird angle to start 391 00:18:14,200 --> 00:18:16,000 from and people were like, what the heck's going on? 392 00:18:16,240 --> 00:18:18,400 And so they stayed, and that just pushed it to a bunch of 393 00:18:18,400 --> 00:18:20,520 people. Yeah, yeah, I've certainly been 394 00:18:20,520 --> 00:18:23,920 sold to by loads of videos going like, hey, you can make your 395 00:18:24,200 --> 00:18:27,040 grass look really cool and the edges by trimming them like this 396 00:18:27,040 --> 00:18:29,640 and like, I need that product or like I'm going to try that with 397 00:18:29,640 --> 00:18:32,280 my strimmer, see what I can see what results I can get on the 398 00:18:32,280 --> 00:18:34,840 grass in the garden. But yeah, I think people, I 399 00:18:34,840 --> 00:18:36,600 think it's going back to what you said earlier, people are 400 00:18:36,600 --> 00:18:39,640 fascinated by how it's made like where things actually come from. 401 00:18:40,680 --> 00:18:42,720 I also love those. I don't know if you've seen them 402 00:18:42,720 --> 00:18:45,200 recently, but you just reminded me of the where you put, they 403 00:18:45,200 --> 00:18:47,880 put stuff in hydraulic presses. So they put like a load of 404 00:18:47,880 --> 00:18:50,520 Skittles in and then they press them and all these like this 405 00:18:50,520 --> 00:18:52,280 rainbow just pops out as Skittles. 406 00:18:52,280 --> 00:18:54,320 And stuff. And people are fascinated, but 407 00:18:54,320 --> 00:18:55,600 they always build it up, don't they? 408 00:18:55,600 --> 00:18:58,320 It's always like Skittles, hydraulic press, down it goes 409 00:18:58,320 --> 00:19:00,560 and then it cuts. And it's like, hey, it's such 410 00:19:00,560 --> 00:19:02,480 and such laboratories. We're doing this, this and this. 411 00:19:02,480 --> 00:19:04,760 And you're like trying to. Skittles, I would be so mad. 412 00:19:05,680 --> 00:19:07,840 No, OK. I don't like that marketing. 413 00:19:08,920 --> 00:19:10,680 No, it works, but it is it works. 414 00:19:10,680 --> 00:19:14,080 Frustrating. But yes, but I'm like, I want to 415 00:19:14,080 --> 00:19:15,640 see that being squished, you know? 416 00:19:16,440 --> 00:19:18,560 Yeah, yeah. So I guess have you got any 417 00:19:18,560 --> 00:19:20,960 advice then to like a bigger, bigger brand from where you are? 418 00:19:20,960 --> 00:19:23,800 So someone's been running like 10 years, got a whole team of 419 00:19:23,800 --> 00:19:26,720 people, big warehouse products. What are some of the things you 420 00:19:26,720 --> 00:19:29,200 think that really start to get people to tick? 421 00:19:29,200 --> 00:19:31,840 Like let's take a more traditional product like say you 422 00:19:31,840 --> 00:19:34,480 were selling, I don't know, lighting for homes, like table 423 00:19:34,480 --> 00:19:35,920 lamps, floor lamps, stuff like that. 424 00:19:36,640 --> 00:19:38,560 What what kind of videos to do with that do you think would 425 00:19:38,560 --> 00:19:40,960 really start to get some traction on TikTok versus what a 426 00:19:40,960 --> 00:19:43,280 lot of brands do? That's just here's another video 427 00:19:43,280 --> 00:19:45,440 of a product being turned off, turned on. 428 00:19:45,440 --> 00:19:47,520 And it's like, why would I watch that? 429 00:19:48,520 --> 00:19:52,520 I think showing how it can transform a space, especially 430 00:19:52,520 --> 00:19:55,640 with lighting like I I hate ceiling lights. 431 00:19:55,640 --> 00:19:56,680 I don't know how you feel about them. 432 00:19:56,680 --> 00:20:00,320 My sister loves them, she's crazy, but it is just so 433 00:20:00,320 --> 00:20:02,480 uncomfortable to me. So I think like showing a room 434 00:20:02,480 --> 00:20:05,800 with just like bad white ceiling lighting and then showing the 435 00:20:05,800 --> 00:20:08,080 quick transformation and then being like this is how we did it 436 00:20:08,080 --> 00:20:10,160 with our lighting. Something like that. 437 00:20:10,160 --> 00:20:14,560 Or you know another how it's made video showing how they make 438 00:20:14,560 --> 00:20:16,320 the lights cuz I want to know how that's done. 439 00:20:16,760 --> 00:20:20,360 Or just even showing a little behind the scenes of the people 440 00:20:20,360 --> 00:20:24,280 that work there, because then you feel more connected to this 441 00:20:24,280 --> 00:20:27,280 brand as a customer too. But go on, you've seen some 442 00:20:27,280 --> 00:20:29,080 things. What was what was the most 443 00:20:29,080 --> 00:20:31,680 memorable thing that you've been sent by a customer or seen on 444 00:20:31,680 --> 00:20:34,200 social? We've got some, I mean one of 445 00:20:34,200 --> 00:20:38,520 the wonderful things about our customers is that they are, they 446 00:20:38,520 --> 00:20:42,360 are very loyal and they are very passionate about about their 447 00:20:42,360 --> 00:20:44,840 products. And so they will equally, 448 00:20:44,840 --> 00:20:48,200 they'll tell us as soon as they, you know, in no uncertain terms 449 00:20:48,200 --> 00:20:50,280 if they're unhappy, which is absolutely great because that's 450 00:20:50,280 --> 00:20:52,640 what we want to hear from them. You'd rather know. 451 00:20:53,280 --> 00:20:56,360 But also, but also they act proactively tell us when 452 00:20:56,360 --> 00:20:58,560 something was great. And I, it gets me thinking, I 453 00:20:58,560 --> 00:21:01,440 can't remember the last time I actually just told a brand, 454 00:21:02,400 --> 00:21:04,600 thanks for this. Unless they've gone above and 455 00:21:04,600 --> 00:21:07,560 beyond and try to, you know, but, but, but someone who, who 456 00:21:08,040 --> 00:21:10,440 anyway, they, they, they, they send in stuff about them 457 00:21:10,440 --> 00:21:14,040 enjoying their product. And we've had so in our advent 458 00:21:14,040 --> 00:21:16,680 calendars, we have these sort of smaller packets. 459 00:21:19,120 --> 00:21:20,840 Obviously they've got to be small because they've got to fit 460 00:21:20,840 --> 00:21:26,440 in the, the little advent doors. But one, one was such a die hard 461 00:21:26,440 --> 00:21:30,360 fan of these, these products that he, he ordered, he wanted 462 00:21:30,360 --> 00:21:32,880 them ordered by the case. So not, not worried about the 463 00:21:32,880 --> 00:21:34,600 advent. He just wanted lots and lots of 464 00:21:34,600 --> 00:21:38,040 little packets of, of this crackling and OK, fine. 465 00:21:38,040 --> 00:21:41,320 So we sorted that out for him and then, you know, he took a 466 00:21:41,320 --> 00:21:44,600 picture really, which was was both disturbing and hilarious at 467 00:21:44,600 --> 00:21:46,760 the same time, just completely stark naked. 468 00:21:46,760 --> 00:21:50,840 But just the only thing, the only thing covering his his 469 00:21:50,840 --> 00:21:56,320 dignity was I, I don't mean to insult him. 470 00:21:56,320 --> 00:21:58,600 It was a small packet of crackling, but it, you know, all 471 00:21:58,600 --> 00:22:01,720 I'm saying is it was the only thing that was covering his 472 00:22:01,720 --> 00:22:04,120 dignity. And God love him, it was it was 473 00:22:04,120 --> 00:22:09,320 one of the most wonderful and sort of spill your spill your 474 00:22:09,320 --> 00:22:10,960 coffee out in those moments where you're like. 475 00:22:11,000 --> 00:22:14,040 OK, as head of marketing, your work here is done, George, and 476 00:22:14,880 --> 00:22:17,120 you've made it. What so many entrepreneurs, 477 00:22:17,120 --> 00:22:18,280 myself include, have done is gone. 478 00:22:18,280 --> 00:22:21,360 Like I need to find a challenge. Like you go looking for stuff 479 00:22:21,640 --> 00:22:24,560 and then you find like 20 things and one of them kind of works. 480 00:22:24,560 --> 00:22:26,600 19 have been a failure. It's wasted money. 481 00:22:26,880 --> 00:22:28,000 But actually you kind of fell into it. 482 00:22:28,000 --> 00:22:31,000 It's like, how did you go from like, OK, social media is taking 483 00:22:31,000 --> 00:22:32,640 off. Like how did it take off? 484 00:22:32,640 --> 00:22:34,200 What platforms? And how did you go from that to 485 00:22:34,200 --> 00:22:36,080 then, right? I'm now doing this for other 486 00:22:36,080 --> 00:22:38,280 people, like just custom and it's people I don't know. 487 00:22:38,640 --> 00:22:43,360 Well, you know, it's so hard to attribute like entrepreneurs are 488 00:22:43,360 --> 00:22:45,960 very hard working people. They're the most hard working 489 00:22:45,960 --> 00:22:48,240 people. And I don't want to take away 490 00:22:48,240 --> 00:22:51,160 from the hard work that I've done over the years, but I also 491 00:22:51,160 --> 00:22:55,120 have to acknowledge the amount of pure luck that I've had and 492 00:22:55,120 --> 00:22:58,440 support that I've had from word of mouth of people. 493 00:22:58,440 --> 00:23:02,120 And then I did get lucky, you know, whether that's going viral 494 00:23:02,120 --> 00:23:05,440 or, you know, other experiences that I'll get into. 495 00:23:05,480 --> 00:23:09,760 But the first, you know, big strike of luck business lottery 496 00:23:09,760 --> 00:23:13,760 win was I first started doing my grad caps and I opened, you 497 00:23:13,760 --> 00:23:16,200 know, a separate Instagram for them because I was making 498 00:23:16,200 --> 00:23:18,240 crafts, I was making everything under the sun. 499 00:23:18,480 --> 00:23:20,920 And I decided to make a page solely for grad caps. 500 00:23:21,280 --> 00:23:25,400 And it wasn't even a month in when Instagram, like at 501 00:23:25,480 --> 00:23:29,040 Instagram, contacted me and said, hey, you know, spring's 502 00:23:29,040 --> 00:23:32,080 coming up. We saw your page and we have 503 00:23:32,080 --> 00:23:34,400 never seen anybody solely dedicate themselves to grad 504 00:23:34,400 --> 00:23:36,120 caps. Would it be OK if we feature 505 00:23:36,120 --> 00:23:37,960 you? And I was like, what do you mean 506 00:23:37,960 --> 00:23:41,040 feature me? And they posted my page on the 507 00:23:41,080 --> 00:23:43,960 main Instagram account that has 80 million followers. 508 00:23:44,600 --> 00:23:48,680 And overnight after that post was shared, I had 25,000 509 00:23:48,680 --> 00:23:50,440 followers and a three-year wait list. 510 00:23:50,840 --> 00:23:55,040 So that I have to attribute to pure luck that, you know, my 511 00:23:55,040 --> 00:23:58,920 page was found. But The thing is, is I had 512 00:23:58,920 --> 00:24:02,200 already had my established crafts business where I had the 513 00:24:02,200 --> 00:24:07,320 skills, I had the ability to take that luck and run with it 514 00:24:07,320 --> 00:24:11,360 and be able to fulfill orders. Ask a really difficult question 515 00:24:11,680 --> 00:24:13,680 and it was on our list, I'm pleased to say. 516 00:24:13,680 --> 00:24:16,160 But I think it's it's a really difficult question and something 517 00:24:16,160 --> 00:24:18,760 that brands would be delighted to be in this situation. 518 00:24:19,200 --> 00:24:23,080 What happens if they get halfway through peak and they run out of 519 00:24:23,080 --> 00:24:26,440 stock so the demand exceeds exceeds the supply? 520 00:24:27,040 --> 00:24:27,760 What do they? What? 521 00:24:27,800 --> 00:24:29,880 What happens next? Yeah, yeah. 522 00:24:29,880 --> 00:24:33,120 So obviously the hope is always that we've planned enough that 523 00:24:33,120 --> 00:24:35,480 that doesn't happen. But you know, life is life. 524 00:24:36,040 --> 00:24:39,720 Things go sideways. The two things that I really 525 00:24:39,720 --> 00:24:46,680 like seeing for businesses is allowing for back orders and 526 00:24:46,680 --> 00:24:50,320 pre-orders to happen. So acknowledging with the 527 00:24:50,320 --> 00:24:54,560 customer that you ran out of inventory and that you're 528 00:24:54,560 --> 00:24:58,320 getting more inventory in, and as long as you can be as 529 00:24:58,320 --> 00:25:01,200 transparent as possible, like, hey, this item is going to come 530 00:25:01,200 --> 00:25:05,240 in in a month, Get your place in line right now. 531 00:25:05,520 --> 00:25:08,720 Don't charge the customer until the item ships, right? 532 00:25:08,720 --> 00:25:11,560 But let them know that they've secured their place in line. 533 00:25:11,800 --> 00:25:14,560 There are going to be situations in which you find that people 534 00:25:14,560 --> 00:25:18,720 are very OK waiting for a period of time to get their inventory, 535 00:25:19,000 --> 00:25:22,560 as long as they know how long they're waiting for. 536 00:25:23,000 --> 00:25:26,720 That's the key. I have a friend who ordered a 537 00:25:27,560 --> 00:25:31,760 handmade rug from Etsy. She didn't know that it was a 538 00:25:31,760 --> 00:25:35,200 handmade rug because there wasn't a date of delivery on it. 539 00:25:35,200 --> 00:25:36,720 She was expecting to get the rug in a week. 540 00:25:37,400 --> 00:25:42,440 Two weeks went by, she emails the the designer and the person 541 00:25:42,440 --> 00:25:44,880 emails back, hey, I am hand making this right now. 542 00:25:44,880 --> 00:25:47,760 Sends her a picture. She's like, oh, oh, actually 543 00:25:47,840 --> 00:25:49,960 this is, yeah, this is great. I didn't realize that I bought a 544 00:25:49,960 --> 00:25:51,840 handmade rug, but yeah, this is fantastic. 545 00:25:51,840 --> 00:25:54,960 All right, It's like, yeah, I'll get it out in like 3 more weeks. 546 00:25:55,520 --> 00:25:57,200 Three more weeks came by. She had at her door. 547 00:25:57,400 --> 00:25:59,520 It was very much a hey if you told me in the 1st place 548 00:25:59,840 --> 00:26:01,880 perfectly fine, I still would have ordered the product, but 549 00:26:02,040 --> 00:26:03,720 knowing at least is what's important. 550 00:26:04,400 --> 00:26:07,840 If customers are not opening the emails, they're not engaging, 551 00:26:08,320 --> 00:26:11,720 how long do you persist before that starts to come under 552 00:26:11,720 --> 00:26:13,200 threat? That rating that you should 553 00:26:13,200 --> 00:26:15,520 actually go? These guys just aren't receiving 554 00:26:15,520 --> 00:26:16,960 it. So I'm going to just let them 555 00:26:16,960 --> 00:26:20,080 chill for six months, 12 months, come back to them or I, I sell, 556 00:26:20,080 --> 00:26:21,960 I don't know, mattresses for beds. 557 00:26:22,200 --> 00:26:24,960 So actually I'm going to wait five years before I try and re 558 00:26:24,960 --> 00:26:26,720 engaging because that's when the next gonna need a mattress. 559 00:26:26,720 --> 00:26:29,640 Like when do you decide to stop and just break off the 560 00:26:29,640 --> 00:26:32,160 relationship? Yeah, I mean, it's, you brought 561 00:26:32,160 --> 00:26:33,760 up a really good example with mattresses. 562 00:26:34,320 --> 00:26:38,280 So I don't know about you. I I love my mattress. 563 00:26:38,640 --> 00:26:40,360 It was not a simple buying experience, right? 564 00:26:40,360 --> 00:26:43,720 So, you know, I'm pushing on all the mattresses. 565 00:26:43,720 --> 00:26:46,040 I'm asking my buddies. But you know, the the 566 00:26:46,040 --> 00:26:49,080 consideration window for your product plays a big part into 567 00:26:49,080 --> 00:26:50,920 how long you want to pursue that customer. 568 00:26:51,240 --> 00:26:52,560 And you know what you're spending on ads. 569 00:26:52,560 --> 00:26:55,920 So if you know what it costs you to acquire a customer, how long 570 00:26:55,920 --> 00:26:57,120 do you want to try to nurture them? 571 00:26:57,520 --> 00:27:01,160 You paid to, to get them to sign up, you paid to drive them to 572 00:27:01,160 --> 00:27:03,480 your site. I think it's really important 573 00:27:03,480 --> 00:27:05,960 that you nurture them for that full consideration window. 574 00:27:05,960 --> 00:27:09,280 So a lot of times we'll look at people who send a welcome e-mail 575 00:27:09,840 --> 00:27:13,360 and a welcome e-mail too often is just a, hey, here's your 576 00:27:13,360 --> 00:27:14,800 discount code and that's the end of it. 577 00:27:15,240 --> 00:27:17,920 But if they didn't convert from that, you know what they didn't? 578 00:27:17,920 --> 00:27:20,560 The, it wasn't the value of the discount code that that failed 579 00:27:20,560 --> 00:27:21,960 to convert them. They're looking for something 580 00:27:21,960 --> 00:27:24,520 else. They might be looking for social 581 00:27:24,520 --> 00:27:26,640 proof. They want testimonies, they want 582 00:27:26,960 --> 00:27:29,640 risk minimization. So hundred night sleep trial, 583 00:27:29,760 --> 00:27:32,880 you know, return it and if you don't love it, we're going to, 584 00:27:33,120 --> 00:27:34,800 you know, make sure it's clean, we're going to donate it. 585 00:27:36,000 --> 00:27:39,080 Your unique values, people are kind of dropping that off and 586 00:27:39,080 --> 00:27:42,160 welcome or OK, if they still didn't purchase it, they didn't 587 00:27:42,160 --> 00:27:43,400 have the product that they were looking for. 588 00:27:43,440 --> 00:27:45,880 So let's feature a collection of our best sellers. 589 00:27:45,880 --> 00:27:48,480 OK, let's call those ones out. Let's talk about the breadth of 590 00:27:48,480 --> 00:27:50,200 our products. Let's talk about our 591 00:27:50,200 --> 00:27:53,040 manufacturing processes. All of those different things 592 00:27:53,040 --> 00:27:55,320 are really important to show them during the consideration 593 00:27:55,320 --> 00:27:58,440 window. The other automations I think 594 00:27:58,440 --> 00:28:01,080 are so critical because they they often will tie into the 595 00:28:01,080 --> 00:28:03,960 purchase behavior. So one of the most overlooked 596 00:28:03,960 --> 00:28:06,920 reports inside Shopify is your customer cohort report. 597 00:28:07,680 --> 00:28:10,880 And it is probably my favorite, but it'll show you all first 598 00:28:10,880 --> 00:28:13,840 time customers and then when how many of those you've retained 599 00:28:13,840 --> 00:28:16,800 for each month afterwards. So you can literally see in a 600 00:28:16,800 --> 00:28:20,360 chart where you're losing all of your customers and then you you 601 00:28:20,360 --> 00:28:23,560 need to be re engaging them right before they're falling off 602 00:28:23,560 --> 00:28:26,960 there. So customer win back, we call it 603 00:28:26,960 --> 00:28:31,880 lapsed purchaser inside Saguno is really critical because when 604 00:28:31,880 --> 00:28:34,880 we're talking about how long do you keep them going before you 605 00:28:34,880 --> 00:28:36,440 kind of let them go? Well, you want to get them 606 00:28:36,440 --> 00:28:39,800 before they fall off in terms of, you know, hey, they haven't 607 00:28:39,800 --> 00:28:42,800 engaged in 180 days. Probably we're going to let them 608 00:28:42,800 --> 00:28:44,600 go at that point. You know, they're, we're just, 609 00:28:44,760 --> 00:28:46,920 we're looking at it, but really it's going to be different for 610 00:28:46,920 --> 00:28:51,680 each one because if you have 50% of your folks engaging, then I 611 00:28:51,680 --> 00:28:53,840 don't necessarily need to let go of that one customer at that 612 00:28:53,840 --> 00:28:55,200 point. I might just put them off to the 613 00:28:55,200 --> 00:28:57,240 side. And then when Prime Day comes 614 00:28:57,240 --> 00:28:58,480 along, do you have Prime Day in the UK? 615 00:28:58,800 --> 00:29:00,640 We do, Yeah. I'll be getting notifications in 616 00:29:00,640 --> 00:29:02,080 the last few weeks. Yeah, Prime Day is. 617 00:29:02,120 --> 00:29:04,640 Coming, I think, I think it's today, yesterday and today. 618 00:29:05,640 --> 00:29:07,800 When Prime Day comes up or when your peak season comes up, 619 00:29:07,800 --> 00:29:09,680 that's a good time to try to reactivate some of those 620 00:29:09,680 --> 00:29:12,920 customers in in smaller bits. But sending to the most engaged 621 00:29:12,920 --> 00:29:15,320 customers the other times, that's going to help build that 622 00:29:15,320 --> 00:29:17,520 reputation. I do want to say that you don't 623 00:29:17,520 --> 00:29:19,400 want to spike your volumes and that's a really good thing about 624 00:29:19,400 --> 00:29:21,200 automations. They don't spike volumes. 625 00:29:21,920 --> 00:29:25,120 You know, it's a steady cadence. It's a little bit kind of the 626 00:29:25,160 --> 00:29:27,320 grains of sand kind of pile up there for them. 627 00:29:28,200 --> 00:29:29,880 So there's there's a different thing. 628 00:29:29,880 --> 00:29:33,120 The best thing I would say is don't just make brash decisions. 629 00:29:33,120 --> 00:29:35,080 Think about your consideration to think if you're nurturing 630 00:29:35,080 --> 00:29:36,920 your customers properly. Flashbacks. 631 00:29:39,120 --> 00:29:41,280 You know what, I'm just going to RIP this whole thing out and get 632 00:29:41,280 --> 00:29:43,480 rid of all these people and all this potential revenue. 633 00:29:44,120 --> 00:29:45,880 Don't do that. Talk to your deliverability 634 00:29:45,880 --> 00:29:48,440 analyst. You know, do do a little bit of 635 00:29:48,440 --> 00:29:52,480 reading up on it, But I, I think a lot of folks will optimize to 636 00:29:52,480 --> 00:29:55,320 e-mail engagement where they need to instead go back to hand 637 00:29:55,320 --> 00:29:56,840 to that first principle. The reason we're doing this 638 00:29:56,840 --> 00:29:59,000 marketing is to drive the order or the conversion. 639 00:30:00,000 --> 00:30:02,520 And so when you think about it in that way, you're then going 640 00:30:02,520 --> 00:30:04,840 to see, OK, I need to automate this message. 641 00:30:05,080 --> 00:30:07,680 I need to make sure that I'm sending on a, a regular basis to 642 00:30:07,680 --> 00:30:10,440 keep my general audience engaged, those types of 643 00:30:10,440 --> 00:30:13,480 practices. If we think about the size of 644 00:30:13,480 --> 00:30:18,160 the influencers, the final part of this ROI, always our 645 00:30:18,160 --> 00:30:21,160 experience is that the nano influencers can get you the 646 00:30:21,160 --> 00:30:23,640 content and and maybe some sales. 647 00:30:23,800 --> 00:30:27,360 You're not going to see a huge ROI from nano influencers just 648 00:30:27,360 --> 00:30:30,000 because of the reach, right? If someone has 3000 followers, 649 00:30:30,320 --> 00:30:32,600 typically it's going to be limited on the reach. 650 00:30:32,880 --> 00:30:34,680 Not saying they're not great to work with. 651 00:30:34,680 --> 00:30:36,640 They can be great to work with, especially if you're new to 652 00:30:36,640 --> 00:30:38,640 influencer market and get your feet wet because you can work 653 00:30:38,640 --> 00:30:41,760 with Nanos, you can do some gifts very reasonably priced. 654 00:30:41,760 --> 00:30:45,360 You can get some great content posted and maybe you run that at 655 00:30:45,360 --> 00:30:47,360 like a break even. And that's just getting your 656 00:30:47,400 --> 00:30:49,560 your feet wet in the influencer marketing realm. 657 00:30:49,800 --> 00:30:52,520 The real sweet spot for the RRI is kind of the micro influencer. 658 00:30:52,520 --> 00:30:56,520 So in that 10 to 50, even to 100,000 followers, that's where 659 00:30:56,520 --> 00:31:00,920 the party's at in terms of having a very reasonable cost, 660 00:31:00,920 --> 00:31:03,880 but they've got the reach that you're looking for and, and 661 00:31:03,880 --> 00:31:06,320 those videos have to have the potential to go viral. 662 00:31:06,520 --> 00:31:09,560 And then above 100,200 thousand, that's almost, you know, it's 663 00:31:09,560 --> 00:31:12,240 almost another no go zone with you because you're just paying 664 00:31:12,240 --> 00:31:16,440 too much money up the chain. If you're paying 1000 or $2000 a 665 00:31:16,480 --> 00:31:19,280 pose, now we're talking, it's very tricky to get an ROI 666 00:31:19,280 --> 00:31:21,880 because now you've got to be moving some real product with 667 00:31:22,360 --> 00:31:24,240 those types of people. Not that they can't, but the 668 00:31:24,240 --> 00:31:26,320 odds are starting to stack against you as you get into the 669 00:31:26,600 --> 00:31:28,880 macro influencers and celebrities and beyond. 670 00:31:29,360 --> 00:31:31,400 Yeah, yeah. And for anyone that's never 671 00:31:31,400 --> 00:31:34,960 heard Brett talk about this stuff before, you've just heard 672 00:31:34,960 --> 00:31:37,360 what I would argue is one of, and I don't say this lightly, 673 00:31:37,360 --> 00:31:39,960 I've been doing this nearly 18 years working in marketing. 674 00:31:40,320 --> 00:31:42,400 What you've just described, Brett, I would say is one of the 675 00:31:42,480 --> 00:31:46,400 best explanations of what brands kind of small to medium brands 676 00:31:46,600 --> 00:31:49,080 should be focusing on when it comes their influence to 677 00:31:49,080 --> 00:31:51,200 strategy. I think there's, there's too 678 00:31:51,200 --> 00:31:54,880 much focus on trying to get Kim Kardashian to wear or, or carry 679 00:31:54,880 --> 00:31:57,600 something or just retweet something and go great. 680 00:31:57,600 --> 00:32:00,120 We had a million people hit the site, not as many orders as we 681 00:32:00,120 --> 00:32:01,440 expected, but it was still really good. 682 00:32:01,640 --> 00:32:04,200 And then we have nothing for six months and it's like, it's just 683 00:32:04,240 --> 00:32:07,000 such a one hit wonder. I love the fact that you're 684 00:32:07,000 --> 00:32:09,360 talking about that. That micro influencer space I 685 00:32:09,360 --> 00:32:18,560 think is so, so important. Let's do this first take because 686 00:32:18,640 --> 00:32:21,000 I'm a busy boy here we go freezes for a second when it 687 00:32:21,000 --> 00:32:22,480 first starts and then it'll be fine. 688 00:32:23,200 --> 00:32:26,640 If you can scrub this spot, I'll pay an extra £5 this month. 689 00:32:26,680 --> 00:32:35,760 Let's give it a go go take 5 is it recording is cool and it's 690 00:32:35,760 --> 00:32:37,160 going to start lowering, lowering up. 691 00:32:37,240 --> 00:32:39,960 We start again. You see you can stay into the 692 00:32:39,960 --> 00:32:41,240 that's the same thing again, isn't it? 693 00:32:41,240 --> 00:32:48,160 So if you want to go and join it at the so close, let's start 694 00:32:48,160 --> 00:32:50,080 again. Anyway, I don't start and it's 695 00:32:50,080 --> 00:32:54,120 just me, mate. Yeah, enjoy the call. 696 00:33:00,360 --> 00:33:03,080 It's winning with Shopify. Quick stretch. 697 00:33:03,200 --> 00:33:05,240 Hello and welcome to another episode of the winning, which I 698 00:33:05,240 --> 00:33:10,160 didn't mean it's closer, so close and through the app you 699 00:33:10,160 --> 00:33:12,440 can actually meet in. It's not an app, is it? 700 00:33:13,200 --> 00:33:15,680 Oh, it is an app. Don't put that in George.