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Hello and welcome to another 
episode, the winning of Shop 5 

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podcast. 
It is Tuesday, so it's Tuesday. 

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Tea Break talks with me, your 
host Nick Truman. 

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Great to be back. 
I say back, you probably haven't

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noticed that much of a gap 
because there's been lots of 

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episodes. 
I've recorded one in weeks and 

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you're probably wondering why 
I'm sitting in this random room 

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and why my microphone doesn't 
sound as good as possible. 

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One of our clients, Big Yellow 
Stories, has currently got all 

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of our stuff in a storage unit. 
We are between offices. 

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I'm in a temporary office here 
in our new building. 

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So anyway, you don't care about 
any of that. 

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I just look and sound slightly 
different. 

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Not as good as normal because 
I've not got my fancy funky 

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cameras. 
Anyway, a couple of quick 

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announcements. 
If you are a brand with a cool 

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story, there's no charge to have
you on the show. 

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I want you to come on, I want to
talk to you, meet you, 

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understand what you guys do as a
business. 

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So please reach out to us. 
Hello at Winning with 

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shopify.com. 
All one word. 

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Hello at Winning with 
shopify.com. 

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Send us an e-mail to say, hey, 
this is our brand story or 

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here's a really cool story we've
got. 

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We'd love to come on the show 
for one of your episodes. 

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We're pretty busy, but I always 
like to put the net out because 

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there are weeks where we're not 
busy and there's some really 

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cool brands out there that we 
want to talk to. 

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Final announcement before I get 
into talking about how to scale 

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LTV quickly and cheaply and 
possibly for free. 

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We're going to be at Sub Summit 
in a few weeks time and Byron 

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and I, I am just going to check 
because I want to get the dates 

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right for this. 
We are in America. 

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We're normally based in the UK. 
Sub Summit is on the 13th and 

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14th of May. 
So if you're near Kansas, want 

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to come to Kansas or you're 
available or you're not 

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available, you should come to 
Kansas for Sub Summit. 

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We're going to be there. 
We're hosting the podcast stage,

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which is going to be awesome. 
I've got an incredible panel of 

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CEOs that I'm going to be 
interviewing for one of our 

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episodes in the show, which 
you'll hear about on the show 

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and there's loads of other stuff
going on. 

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There's a gig happening. 
We are also with our partners 

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Tax Cloud. 
We are sponsoring A7 AM run, 

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which is fine for me because it 
will be I think 1:00 PM in the 

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UK. 
I'll be wide awake, but at 7:00 

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we're going to go for a little 
run around Kansas before one of 

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the days of the show as well. 
So make sure you get involved. 

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If you're coming to Sub Summit 
and you're a tech company, 

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you're a brand, you're a piece 
of software, you're an agency, 

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send me a message. 
I've still got quite a free, 

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I've got a lot of stuff in my 
diary, but I've got a few slots 

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and we're going to be there for 
just over a week as well. 

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So plenty of time to come meet 
you guys and chat and have 

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coffee. 
I love coffee, I love whiskey 

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and I like combining the two on 
occasions as well. 

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So if you don't have a coffee or
whiskey with me, let me know. 

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I'm going to be there, which I'm
slightly nervous to say because 

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there are, there are literally 
thousands, sometimes 10s of 

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thousands of you that tune into 
this. 

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I only have so much time, but if
enough of you around, we might 

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organise something as well. 
Anyway, let's talk about scaling

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LTVLTVS lifetime value if you've
never heard of that acronym 

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before. 
And one of the things I find, 

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and I've moaned about this in 
the show a few months, a couple 

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of probably 2, maybe three 
months ago, and lots of you guys

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reached out about this. 
So I thought I'm going to do 

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another episode. 
The main thing you guys were 

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asking me is what are some 
actual examples of how I could 

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scale up lifetime value? 
Well, one of the biggest ways 

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you can do that is through 
subscriptions. 

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Tying it in nicely to Sub 
Summit, Subscription Summit, 

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where we're going to be, I want 
to talk about some of the 

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subscriptions you could run that
will scale up LTV cheaply, 

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quickly and possibly for free as
well. 

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And this is where bearing in my,
my agency and, and I, we look at

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all the mechanics of a business.
And one of the things we look at

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when we're pitching, when we're 
working with a company is we 

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bring these customers in through
PPCSCO. 

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Are you getting more orders from
them? 

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Are you getting more money from 
them? 

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Or was the only money you 
received from them was the money

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you got when they made their 
first order through us? 

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Because actually we're the 
hardest and most expensive part 

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of the equation. 
That's why we do what we do. 

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We're very good at it, but it's 
a lot easier for you to get a 

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second, third, 4th order. 
Even easier if they're on a 

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subscription. 
So here are nine ways you could 

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run subscriptions for businesses
that you wouldn't expect 

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necessarily to see a 
subscription model. 

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And then I've got 4 examples of 
four specific types of company 

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and subscriptions that they 
could or I've seen be run for 

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those businesses and run 
successfully my I ad as well. 

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So let's go through these #1 you
can, when you've got what I call

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dead stock, free dead stock, 
which is where you've bought an 

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item, it's sitting in your 
warehouse. 

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You can't sell it. 
It's just money locked in that 

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item in that corner of the 
warehouse. 

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Start putting those items 
because you're going to lose 

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them anyway and you can get the 
warehouse space back as an 

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absolute last resort. 
Start putting them in orders. 

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Just say with a little little 
slip saying, well, you know, 

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maybe sell the tape to the side 
of that item going. 

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And here's a free item from us. 
So you've ordered all of these 

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things that are in the box. 
Here's a free item from us. 

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Do not send out all of those 
items on the same day because if

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someone likes one of them, you 
want to be able to let them come

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back and purchase more of them. 
So some of them you might still 

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sell and you might find that 
putting it in for free in a box 

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you're already paying or have 
been paid for by the customers 

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to deliver, you can get rid of 
some of that stock and get 

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people buying some of it. 
So maybe send out like 10% of 

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them and see if you get any 
other orders. 

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Send out another 10%, see if you
get any orders. 

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If nothing, just send them all 
out. 

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But if you do, I get some 
orders, then we could start 

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working out mechanics again. 
If we include these to say you 

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were selling a protein powder, 
you might give a free supplement

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of another protein powder that 
nobody seems to be buying. 

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Put one in and say hey, these 
are all milk based. 

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But if you tried a vegan one, 
like try the flavour of this and

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it's just one, one sachet of 
this vegan 1 you can try and 

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then e-mail them afterwards with
a discount code going. 

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And if you want to buy more of 
it, here it goes. 

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Suddenly you've sold some stock 
or maybe you've made some profit

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on the stock that was otherwise 
dead and you're gaining 

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warehouse space back for stuff 
that you know, I just need more 

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space because I can sell that 
stuff really, really quickly #2 

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these are these are getting more
common and these are pretty 

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cool. 
VIP membership. 

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You can offer discounts, free 
delivery, member only items. 

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I on the member only items. 
I'll read out the last one 

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because there's just one more on
the list. 

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Higher loyalty points 
accumulation. 

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So if you get 2 points per 
dollar you spend maybe when 

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you're on the VIP membership you
get 3 points or instead of 10 

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you get 11 or 12. 
You can say you get 20% more 

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points if you join our VIP 
membership. 

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The VIP membership could be over
a certain threshold. 

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It could be $20.00 a month, it 
could be $100 for the whole 

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year, which might make people 
enough of a saving. 

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You've already paid for half of 
that making the initial order 

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because of the discount. 
But on the member only items, I 

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would still advertise these. 
I would still put these on, 

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promote them on SEO. 
I'd still push them out on 

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e-mail and when someone the 
pages you have to be a member to

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buy this item because it's AVIP,
you know, it's part of our 

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silver range or our gold range 
of items. 

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You have to be a member. 
Membership is cheap and there's 

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lots of reasons why you should 
sign up. 

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One of them being is you get you
can buy this item. 

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You can't buy this item unless 
you're a member. 

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Why? 
Because you need a care kit or 

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something or you don't need to 
specify a why just so you have 

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to be a member. 
Seasonal members drops are quite

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popular as well as #3 back to 
school preparation for 

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Christmas. 
So you could do like a, you 

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know, this is a, if we say 
you're a baby business, we know 

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your baby was born around this 
around a certain time. 

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We know that your first order of
all the things you'd buy when 

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you're having your first baby or
a new baby, you ordered those 

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eight months ago. 
So we know they're coming up to 

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their first birthday. 
So why not send a here's our 

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recommended bundle kit. 
And that is a good way to 

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increase lifetime value and get 
to come buy a second item. 

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But at the same time, if they 
are a member, you could say to 

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them you can customise your own 
box. 

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We'll let you know what the 
discount is. 

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So if you join our membership, 
which is quite cool, these ones 

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#4 these are so popular. 
John from Battle Box talks about

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these quite a lot. 
A few of our clients do these 

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because a few of the clients 
have sent me these boxes and 

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they're mystery boxes. 
So that's where you subscribe to

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a box. 
And what the retailer can do is 

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say this is a mystery box and 
the mystery box costs, I don't 

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know, you can get one every 
month, every three months. 

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You can change the frequency of 
it, but say it costs $100, but 

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we guarantee we're going to put 
$250 worth of products in the 

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mystery box. 
When you're buying stock now, 

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you've already got the buyer 
because they're buying those, 

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they're subscribed to the 
mystery box program. 

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And again, it could be every 
month, every three months, every

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six months, once a year, 
whatever frequency works for 

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them. 
But because they're subscribed, 

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you've already got the buyer 
before you buy the stock. 

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And also, if you buy a load of 
stock for whatever reason and it

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doesn't sell, Chuck some of them
in the mystery box. 1 of the 

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biggest reasons I find, and I 
should have said this earlier, 

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one of the biggest reasons I 
find asking our clients about 

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dead stock is that I find a lot 
of dead stock is dead because 

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they've bought something and not
enough people have bought it to 

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get reviews and understand that 
it's a good product to get more 

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people to buy it. 
It's a bit chicken and egg. 

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No one wants to buy a product 
that nobody's bought and 

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reviewed, but someone needs to 
buy it first to get the the 

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reviews and, and, and also for 
you to tweak the product if it's

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a new product. 
So actually a mystery box is a 

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great way to get some products 
out in circulation. 

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People are already subscribed to
those products and because 

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they're already subscribed, 
you're not paying Google, Meta 

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and other places to get the 
order in. 

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I feel like I'm doing my own 
agency a real disservice. 

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It the more of this you do, the 
more we can spend per new 

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customer. 
And that's where it really works

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for us. 
But the mystery box is so 

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powerful. 
All your old stock mixing, some 

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well known items, some less 
bought items, but also include 

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at least two or three kind of 
premium items. 

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One of the mystery boxes I got a
few months ago also had a bag in

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the mystery box. 
So it was a physical, it was a 

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cardboard box. 
This one. 

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You could also do a metal box or
something, maybe a metal box in 

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your first one. 
And then you can keep all the 

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items from future cardboard 
mystery boxes in the metal box. 

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It makes it part of their 
bathroom, their kitchen, their 

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lounge, wherever they use the 
product or even part of their 

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car if it's scents for, you 
know, car air fresheners and 

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different scents you can have in
the car and stuff. 

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But one of the things I thought 
was interesting is there was a 

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bag that was like this is like 
the the luxury bag. 

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So there's loads of items in 
here, but the two or three items

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in the luxury bag are the really
premium ones and you're getting 

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them at such a good discount. 
So those are the great items you

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00:09:43,160 --> 00:09:45,200
can include in there. 
Number 5. 

225
00:09:45,520 --> 00:09:47,840
This one's obvious like refill 
and replacement a lot. 

226
00:09:47,960 --> 00:09:49,600
That's where subscription's 
normally found, right? 

227
00:09:49,600 --> 00:09:51,480
You've run out of coffee, you 
put it on a subscription, more 

228
00:09:51,480 --> 00:09:53,200
coffee. 
Turns out skin care's a good 

229
00:09:53,200 --> 00:09:54,960
one. 
But even within those you could 

230
00:09:54,960 --> 00:09:57,240
also have the mystery box. 
I mentioned the previous point, 

231
00:09:57,240 --> 00:10:00,880
but here's a good example. 
And so clothing, how do you do a

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00:10:00,880 --> 00:10:04,680
subscription if you sell 
clothing care kits for clothes? 

233
00:10:04,680 --> 00:10:06,520
And this is a really interesting
one. 

234
00:10:07,680 --> 00:10:10,400
They sell literally millions of 
these on Amazon every month 

235
00:10:10,520 --> 00:10:13,040
across the world. 
And that is my wife likes 

236
00:10:13,040 --> 00:10:16,240
lavender for this and it's a 
scent or a little bag you can 

237
00:10:16,240 --> 00:10:19,200
put in the wardrobe and it keeps
all your clothes smelling nice. 

238
00:10:19,760 --> 00:10:22,200
And that bag is going to need to
be replaced every few months. 

239
00:10:22,240 --> 00:10:25,160
And also you want one in every 
wardrobe, every drawer. 

240
00:10:25,560 --> 00:10:28,240
And look how much of A modern 
man I am learning about putting 

241
00:10:28,240 --> 00:10:30,560
cents in my wardrobe. 
But it does actually make it 

242
00:10:30,560 --> 00:10:32,720
smell really nice. 
There's anything I've learned. 

243
00:10:32,720 --> 00:10:35,760
My wife is always right. 
But something like that runs 

244
00:10:35,760 --> 00:10:37,040
out. 
So you could say, well, just 

245
00:10:37,040 --> 00:10:39,280
subscribe to one a month and 
we'll tell you which one is the 

246
00:10:39,280 --> 00:10:41,200
oldest. 
So the oldest one was the 

247
00:10:41,840 --> 00:10:43,320
Magnolia one you've got over 
there. 

248
00:10:43,320 --> 00:10:45,560
So now that one needs to now be 
thrown away because it would 

249
00:10:45,560 --> 00:10:47,080
have lost its scent. 
And here's a new one. 

250
00:10:47,320 --> 00:10:50,960
And so it might be 5 lbs a 
month, but now you've got £60 a 

251
00:10:50,960 --> 00:10:53,560
year just coming in 
automatically, which means 

252
00:10:53,560 --> 00:10:55,280
people are engaging with your 
content, which means you can 

253
00:10:55,280 --> 00:10:57,600
e-mail them, which means you can
upsell clothes and other stuff. 

254
00:10:57,600 --> 00:11:00,600
And, and in particular, you can 
then post content to them and 

255
00:11:00,600 --> 00:11:03,280
say actually Lavender's best for
a wardrobe, Magnolia's best for 

256
00:11:03,280 --> 00:11:04,480
a draw. 
I'm making these up. 

257
00:11:04,480 --> 00:11:06,600
But in terms of the actual 
scent, but you get the ideas. 

258
00:11:06,600 --> 00:11:10,160
You guys can advise on that, but
also care clip kits for clothes.

259
00:11:10,280 --> 00:11:12,640
This as well, I think is a 
really, really, really good one.

260
00:11:13,280 --> 00:11:16,120
Number six, this one's really, 
really powerful and there are 

261
00:11:16,120 --> 00:11:17,800
some brands I've worked with 
that do this really well. 

262
00:11:18,400 --> 00:11:21,000
They have the same items as 
everybody else. 

263
00:11:21,120 --> 00:11:23,960
So you can see like this item's 
worth $50 and everyone's selling

264
00:11:23,960 --> 00:11:26,600
it at $50. 
That's the retail price but then

265
00:11:26,600 --> 00:11:29,880
they offer a member only pricing
at like $35.00. 

266
00:11:30,080 --> 00:11:32,520
But to be a member you have to 
sign up for and it's best to do 

267
00:11:32,520 --> 00:11:35,160
an annual membership I find 
rather than monthly because 

268
00:11:35,160 --> 00:11:37,200
monthly they'll just stop it if 
they don't use it for a month or

269
00:11:37,200 --> 00:11:39,480
two. 
Annual, if you just say it's 

270
00:11:39,480 --> 00:11:42,520
$100 for the whole year, they're
on for a whole year. 

271
00:11:42,520 --> 00:11:44,520
Now you're getting emails all 
year saying, you know, you've 

272
00:11:44,520 --> 00:11:47,120
got this membership. 
You get discounts at our store, 

273
00:11:47,120 --> 00:11:49,440
come buy stuff from us, not from
anyone else because you get the 

274
00:11:49,440 --> 00:11:52,040
discount and it's a way you can 
discount without affecting the 

275
00:11:52,040 --> 00:11:54,040
retail price. 
Again, check with all your 

276
00:11:54,040 --> 00:11:55,640
suppliers because rules around 
these things. 

277
00:11:56,040 --> 00:11:58,920
But again, that member only 
pricing is amazing. 

278
00:11:59,200 --> 00:12:00,840
That can either be on a 
subscription where it's like 

279
00:12:00,840 --> 00:12:03,160
$100 a year and you get member 
only pricing for the whole year 

280
00:12:03,160 --> 00:12:05,240
and you'll make your money back 
in your first order or two. 

281
00:12:05,480 --> 00:12:07,560
But now you've got every reason 
to e-mail them and say hey, 

282
00:12:07,560 --> 00:12:10,080
come, you've got the member 
discounts come and buy from us, 

283
00:12:10,080 --> 00:12:11,640
not anyone else. 
The other thing you could do, 

284
00:12:11,720 --> 00:12:13,880
because you could set a 
threshold and as soon as 

285
00:12:13,880 --> 00:12:16,240
someone's placed an order, you 
can e-mail them and say look, 

286
00:12:16,240 --> 00:12:20,680
you spent $350.00 today, but if 
you spend $500 in a single year,

287
00:12:20,960 --> 00:12:23,840
you get this. 
There's a massive retail brand, 

288
00:12:23,840 --> 00:12:25,280
lovely retail brand, one of the 
oldest. 

289
00:12:25,280 --> 00:12:27,680
I don't think the oldest should 
be one of the most loved retail 

290
00:12:27,680 --> 00:12:29,040
brands in the UK called John 
Lewis. 

291
00:12:29,560 --> 00:12:31,400
And they do a thing that as soon
as you've spent, I think it's 

292
00:12:31,400 --> 00:12:34,920
100 or £150 a year, you get 
things like extended warranty, a

293
00:12:34,920 --> 00:12:37,000
free cup of coffee when you go 
into any of their department 

294
00:12:37,000 --> 00:12:39,080
stores and a free slice of cake 
and stuff like that. 

295
00:12:39,080 --> 00:12:42,560
So again, and sorry if I keep 
scratching my nose, it is my hay

296
00:12:42,560 --> 00:12:45,160
fever is terrible at the moment,
absolutely terrible. 

297
00:12:45,160 --> 00:12:47,320
But John Lewis have that, that 
whole scheme of once you've 

298
00:12:47,320 --> 00:12:49,800
spent over a certain amount as a
customer per year scanning your 

299
00:12:49,800 --> 00:12:53,800
loyalty card, then you get those
member discounts, which again is

300
00:12:54,240 --> 00:12:57,040
a very good way of encouraging 
people saying you're already 78%

301
00:12:57,040 --> 00:12:58,440
of the way there. 
Just go and spend a bit more. 

302
00:12:58,440 --> 00:12:59,560
And now they've made a second 
order. 

303
00:12:59,760 --> 00:13:02,960
The 2nd order is probably the 
most powerful order they just 

304
00:13:02,960 --> 00:13:04,160
make. 
Trying to get someone to go from

305
00:13:04,160 --> 00:13:06,000
one order to 2 is really 
difficult. 

306
00:13:06,320 --> 00:13:08,160
Two to three, Well, you've 
already bought from us twice. 

307
00:13:08,200 --> 00:13:10,720
Come by again. 
And also if you said your second

308
00:13:10,720 --> 00:13:12,760
order's taking you over the 
threshold, you now get member 

309
00:13:12,840 --> 00:13:15,640
10% off everything or 15% off 
everything and you get free 

310
00:13:15,640 --> 00:13:16,720
delivery and all these other 
things. 

311
00:13:17,080 --> 00:13:19,000
There's reasons why you need to 
come back to us now. 

312
00:13:19,720 --> 00:13:21,280
So again, it's incredibly 
powerful way of engaging 

313
00:13:21,280 --> 00:13:24,080
customers. 
Early access, member runs for 

314
00:13:24,080 --> 00:13:27,920
new products, seasonal pushes, 
Black Friday sales, spring, 

315
00:13:27,920 --> 00:13:32,200
summer sale, end of season sale.
If you have a big thing saying 

316
00:13:32,200 --> 00:13:36,120
you have to be a member to 
access this non member access 

317
00:13:36,120 --> 00:13:39,080
happens in seven days time. 
And then the big announcement 

318
00:13:39,080 --> 00:13:42,560
comes out of like 60% of our end
of line sales stuff has gone or 

319
00:13:42,560 --> 00:13:44,400
60% of Black Friday's already 
sold out. 

320
00:13:44,400 --> 00:13:46,000
But now it's available to 
everybody. 

321
00:13:46,320 --> 00:13:49,400
It was member, it was premium 
members or subscription members 

322
00:13:49,400 --> 00:13:51,600
only until now. 
Again, a really powerful way of 

323
00:13:51,800 --> 00:13:53,600
convincing people you should 
join the membership. 

324
00:13:53,600 --> 00:13:56,000
And if anything, you're actually
just going, we're going to run a

325
00:13:56,000 --> 00:13:58,120
sale, but we're going to push it
out to people on the memberships

326
00:13:58,120 --> 00:14:00,040
as a reason to have a membership
and the membership costs money 

327
00:14:00,040 --> 00:14:01,920
or encourage people to buy more.
You're going to make more 

328
00:14:01,920 --> 00:14:04,080
revenue doing the same thing and
the sales going to be way more 

329
00:14:04,080 --> 00:14:06,320
successful. 
The problem with sale as well, I

330
00:14:06,320 --> 00:14:11,240
find is if you have sales 
members only, then you have to 

331
00:14:11,240 --> 00:14:13,080
be a member. 
So you're already engaged with 

332
00:14:13,080 --> 00:14:16,080
that brand to some point. 
If you just run a sale on Google

333
00:14:16,080 --> 00:14:18,360
Ads, Meta ads, you're just 
cutting your margins. 

334
00:14:18,720 --> 00:14:21,440
So instead of a four to one ROI,
if you take 25% off, you now 

335
00:14:21,440 --> 00:14:23,960
need a 5 to 1 ROI to make the 
same money as before, but you're

336
00:14:24,160 --> 00:14:26,000
losing more stock in the 
process. 

337
00:14:26,280 --> 00:14:28,920
So you see that the principles 
are much more difficult. 

338
00:14:29,160 --> 00:14:31,000
Whereas if you can only be a 
member after your first 

339
00:14:31,000 --> 00:14:33,160
purchase, and we only talk about
membership after your first 

340
00:14:33,160 --> 00:14:36,280
purchase, then people have to go
make a purchase. 

341
00:14:36,280 --> 00:14:38,840
You make your ROI on the initial
purchase at full price. 

342
00:14:39,080 --> 00:14:41,480
Now you're offering discounts so
that you don't have to pay the 

343
00:14:41,480 --> 00:14:43,440
advertising channels. 
Again, much more, much more 

344
00:14:43,440 --> 00:14:46,520
productive and much more 
profitable last couple then. 

345
00:14:46,520 --> 00:14:49,000
So you start a subscription on 
the replacement. 

346
00:14:49,840 --> 00:14:54,280
This is interesting, I think 
because I, I bought a lovely 

347
00:14:54,280 --> 00:14:57,160
mattress a few years ago and I 
said to my wife, like we've got 

348
00:14:57,160 --> 00:14:59,080
another room and the mattress 
there is horrible, but we've got

349
00:14:59,080 --> 00:15:00,720
our guests staying. 
So why don't we move our 

350
00:15:00,720 --> 00:15:02,880
mattress to the spare room now 
and buy a new one. 

351
00:15:03,360 --> 00:15:05,600
And she said we can, but they're
like hundreds of pounds. 

352
00:15:05,600 --> 00:15:07,600
Like, you know, if we buy a 
really nice one, it could be 

353
00:15:07,600 --> 00:15:09,000
thousands of pounds. 
That's a lot of money. 

354
00:15:09,480 --> 00:15:12,400
And I suddenly had this thought 
if when I bought my initial 

355
00:15:12,400 --> 00:15:17,520
mattress, they had said, we're 
going to give you 25% off your 

356
00:15:17,520 --> 00:15:21,600
next mattress in five years time
because in, because five years 

357
00:15:21,600 --> 00:15:25,120
is the, you know, minimum 
warranty and expected life of 

358
00:15:25,120 --> 00:15:27,480
the, of a mattress that's used 
every day. 

359
00:15:28,040 --> 00:15:30,040
I think even me saying that's 
probably news to a lot of you 

360
00:15:30,040 --> 00:15:33,120
guys that actually mattresses do
expire after a while and they 

361
00:15:33,120 --> 00:15:34,760
actually become slightly 
unhealthy. 

362
00:15:34,760 --> 00:15:37,080
They get full of dust, which is 
bad for your lungs. 

363
00:15:37,280 --> 00:15:39,600
So if you have bad asthma, you 
need to change the mattress and 

364
00:15:39,600 --> 00:15:41,440
do very more frequently. 
Do you see all these things? 

365
00:15:41,640 --> 00:15:44,280
So if the mattress company spoke
about that and actually said, 

366
00:15:44,280 --> 00:15:47,800
why don't you just start a 10 or
£20 a month subscription now 

367
00:15:48,200 --> 00:15:50,600
that builds up. 
And once you've got 75% of the 

368
00:15:50,600 --> 00:15:52,720
value of a pot, which we 
estimate will be in five years 

369
00:15:52,720 --> 00:15:54,600
time. 
And once you've got, you know, 

370
00:15:54,600 --> 00:15:57,960
your, it's £10 a month for five 
years and then you get 25 

371
00:15:58,040 --> 00:16:00,440
percent of your next mattress. 
Just start now because it's a 

372
00:16:00,440 --> 00:16:02,520
big purchase you're making today
and you've just made it and 

373
00:16:02,760 --> 00:16:05,520
you've just spent £800 on a 
mattress, for example, why not 

374
00:16:05,520 --> 00:16:08,480
start a £10 a month subscription
towards your next mattress? 

375
00:16:08,800 --> 00:16:11,800
That's really, really smart. 
And also if you do that, if you 

376
00:16:11,800 --> 00:16:14,160
start that subscription when 
you're 6 months in, we'll send 

377
00:16:14,160 --> 00:16:17,360
you 2 free pillows as well. 
And so we're throwing all the 

378
00:16:17,360 --> 00:16:19,200
stuffing so we don't have to pay
the advertising costs, but we're

379
00:16:19,200 --> 00:16:21,680
already locking you into your 
next mattress purchase in the 

380
00:16:21,680 --> 00:16:23,000
future. 
Well, you're not going to go 

381
00:16:23,000 --> 00:16:25,840
anywhere else when you've 
already paid for even nought .1%

382
00:16:25,840 --> 00:16:27,440
of this mattress. 
As soon as you've started paying

383
00:16:27,440 --> 00:16:29,360
for it, you're coming back to 
make that purchase in a few 

384
00:16:29,360 --> 00:16:30,960
years time. 
So it's really, really smart. 

385
00:16:31,560 --> 00:16:33,400
And then you could also say, and
if you want it now, why don't 

386
00:16:33,400 --> 00:16:35,200
you just get the second one on 
zero percent finance. 

387
00:16:35,200 --> 00:16:37,560
You've got 2 mattresses for your
house or one of your friends 

388
00:16:37,560 --> 00:16:39,760
could get it on 0% finance now 
and we'll give you the, we'll 

389
00:16:39,760 --> 00:16:42,160
give you 15% off instead of 25% 
off the dealer. 

390
00:16:42,160 --> 00:16:43,760
So there's some really, really 
smart deals. 

391
00:16:44,040 --> 00:16:46,440
You like that? 
Try and keep it simple though. 

392
00:16:46,840 --> 00:16:48,840
There's a lot of things I've 
just said and it can get very 

393
00:16:48,840 --> 00:16:51,880
complicated very, very quickly. 
Final one on this list and I'll 

394
00:16:51,880 --> 00:16:53,560
give you some examples of four 
brands. 

395
00:16:53,840 --> 00:16:56,200
They've been doing some awful 
brand types and some interesting

396
00:16:56,200 --> 00:16:59,880
stuff that I've found. 
Last one is a recycle program. 

397
00:17:00,600 --> 00:17:03,640
So you can send your item back 
after X months or years and 

398
00:17:03,640 --> 00:17:07,160
we'll swap it for a new one. 
If so, for example, if if it's a

399
00:17:07,160 --> 00:17:12,440
£500 item and after a year it's 
it's lost 80% of its value so 

400
00:17:12,440 --> 00:17:15,440
it's now worth $100. 
You could say well why don't you

401
00:17:15,440 --> 00:17:18,800
just start a 10 LB subscription 
in 10 months we'll swap the item

402
00:17:18,800 --> 00:17:20,560
for you and again give you a 
discount. 

403
00:17:20,560 --> 00:17:22,839
Or in six months we'll swap the 
item or six months we'll send 

404
00:17:22,839 --> 00:17:24,640
the next one out. 
But I've seen brands do this 

405
00:17:24,640 --> 00:17:28,319
before where they say why not 
just start a £50 or $50.00 a 

406
00:17:28,319 --> 00:17:31,480
month subscription to us and 
once your pot reaches £300 you 

407
00:17:31,480 --> 00:17:34,720
can spend £400 worth of stuff 
for £300. 

408
00:17:34,720 --> 00:17:37,120
But you can do that every six 
months because you're putting 50

409
00:17:37,320 --> 00:17:40,640
lbs of dollars into into the pot
if you like, say it works like a

410
00:17:40,640 --> 00:17:42,160
savings scheme. 
So you're already saving up. 

411
00:17:42,160 --> 00:17:44,440
What they're really doing is 
saying, why don't you just start

412
00:17:44,440 --> 00:17:48,040
buying your next product now and
giving us the money now, which 

413
00:17:48,040 --> 00:17:50,400
means, but when you come to buy 
the item, you're not choosing 

414
00:17:50,400 --> 00:17:52,240
between US and another retailer.
You're definitely coming to us 

415
00:17:52,240 --> 00:17:54,240
and we're going to give you a 
financial reward as a thank you 

416
00:17:54,240 --> 00:17:56,760
for doing that. 
So that recycle program as well 

417
00:17:56,760 --> 00:17:59,240
can work well of just, we'll 
send the item back and we'll 

418
00:17:59,240 --> 00:18:02,160
give you 20 or 30% off your next
item, which also means if it's 

419
00:18:02,160 --> 00:18:04,800
an item of clothing or a pair of
shoes or something, there's now 

420
00:18:04,800 --> 00:18:07,200
a space on your shoe rack, 
There's a space in your wardrobe

421
00:18:07,320 --> 00:18:09,040
because you've sent us one of 
the items and now we're going to

422
00:18:09,040 --> 00:18:10,640
send one back. 
You can even say we'll send you 

423
00:18:10,640 --> 00:18:13,040
the new item before you've sent 
yours back and then we'll refund

424
00:18:13,040 --> 00:18:15,360
you the $20 difference or 
whatever it might be. 

425
00:18:15,880 --> 00:18:18,560
So you go nine ways to quickly 
increase LTV, mostly around 

426
00:18:18,560 --> 00:18:21,800
subscriptions. 
Check out these then as a as an 

427
00:18:21,800 --> 00:18:25,200
interesting upsell. 
And I've tried to choose a few 

428
00:18:25,200 --> 00:18:27,120
things you wouldn't buy 
regularly. 

429
00:18:27,360 --> 00:18:30,160
OK, or one of them you would, 
but the other three you probably

430
00:18:30,160 --> 00:18:32,600
wouldn't buy that regularly. 
So first one's furniture, you 

431
00:18:32,600 --> 00:18:34,000
don't buy furniture that 
regularly. 

432
00:18:34,280 --> 00:18:36,240
So if I've just bought a new 
table or coffee table or 

433
00:18:36,240 --> 00:18:40,960
something, why would I go back 
to that furniture retailer? 

434
00:18:40,960 --> 00:18:45,400
Well, I'll tell you what if they
said here is here is a 

435
00:18:45,400 --> 00:18:49,200
screenshot with wax Polish on 
the wooden table and here's a 

436
00:18:49,200 --> 00:18:50,800
screenshot without a picture 
without it. 

437
00:18:50,800 --> 00:18:53,520
I don't say screenshot a picture
with the wax Polish on and a 

438
00:18:53,520 --> 00:18:56,120
picture without. 
And you should rewax this table 

439
00:18:56,120 --> 00:18:58,280
every month to make it look this
good. 

440
00:18:58,280 --> 00:19:00,120
Look at look at the quality of 
the wood. 

441
00:19:00,320 --> 00:19:04,560
It's also really hard to mark. 
It's going to last longer and 

442
00:19:04,560 --> 00:19:06,840
look at the finish. 
And also, if you throw coffee on

443
00:19:06,840 --> 00:19:09,840
the one that's got wax on, it 
won't damage the table because 

444
00:19:09,840 --> 00:19:12,080
it's got wax on it. 
You can just wipe some of the 

445
00:19:12,080 --> 00:19:14,240
wax away and it will take the 
coffee stain off with it. 

446
00:19:14,240 --> 00:19:15,720
And then just put some more wax 
on. 

447
00:19:16,160 --> 00:19:19,320
But subscribe and every three 
months we'll send you some fresh

448
00:19:19,320 --> 00:19:22,480
wax or maybe the wax comes in 
like a one wax kit and we'll 

449
00:19:22,480 --> 00:19:25,160
send you a every six months 
we'll send you a new six wax kit

450
00:19:25,960 --> 00:19:27,960
to keep the keep the table 
looking good and over. 

451
00:19:27,960 --> 00:19:30,080
And we'll send you demo videos 
on how to use the wax and all 

452
00:19:30,080 --> 00:19:32,040
that sort of stuff. 
And now you've got customers on 

453
00:19:32,040 --> 00:19:34,760
subscription which means you can
subtly start talking about the 

454
00:19:34,800 --> 00:19:37,240
other products. 
Jewellery, same thing, Polish. 

455
00:19:38,120 --> 00:19:40,400
I've been meaning to get my 
wedding ring re polished for 

456
00:19:40,400 --> 00:19:43,600
years and I didn't even think 
until I was getting ready for 

457
00:19:43,960 --> 00:19:46,400
recording this episode. 
Now I could buy a Polish kit and

458
00:19:46,400 --> 00:19:47,640
do it itself. 
Like I haven't. 

459
00:19:47,720 --> 00:19:49,280
I haven't googled it yet, I just
thought about it. 

460
00:19:49,280 --> 00:19:51,520
But would I? 
Would I even need to take it to 

461
00:19:51,520 --> 00:19:52,880
a jewellers? 
Which is what I was thinking in 

462
00:19:52,880 --> 00:19:55,240
my head is the only time I did 
get it polished was just before 

463
00:19:55,240 --> 00:19:56,720
we got married. 
Had it fully polished and it 

464
00:19:56,720 --> 00:19:59,840
looked beautiful and I haven't 
had it polished since and it's 

465
00:19:59,840 --> 00:20:02,720
been a few years since we've 
been married. 3 1/2 to be exact 

466
00:20:02,840 --> 00:20:04,760
because I haven't forgotten and 
it's written on the number plate

467
00:20:04,760 --> 00:20:07,880
of my car which does help. 
Footwear is. 

468
00:20:07,960 --> 00:20:10,160
Is number 3. 
So although you can obviously 

469
00:20:10,160 --> 00:20:12,800
sell more footwear and people do
buy shoes probably several times

470
00:20:12,800 --> 00:20:15,680
a year, the average customer in 
some, some way more like some 

471
00:20:15,680 --> 00:20:17,680
people should collect shoes. 
What about cleaning? 

472
00:20:17,680 --> 00:20:20,520
And most importantly, like I'm 
going to show you my trainers. 

473
00:20:20,760 --> 00:20:23,640
I'm wearing these lovely Adidas,
sorry, FCUK trainers, but 

474
00:20:23,640 --> 00:20:25,280
they're white and they're 
looking a bit mucky. 

475
00:20:25,600 --> 00:20:28,880
And I suddenly thought of it a 
while ago that on my next Amazon

476
00:20:28,880 --> 00:20:31,760
order and I'm going to buy a 
whitening kit for my shoes and 

477
00:20:31,760 --> 00:20:34,640
did and used it and my shoes 
came out amazing. 

478
00:20:35,480 --> 00:20:38,320
So then if you're a shoe 
company, think about what kits 

479
00:20:38,320 --> 00:20:39,400
could we send out to help 
people. 

480
00:20:39,720 --> 00:20:42,200
People just not necessarily even
last longer because the shoe's 

481
00:20:42,200 --> 00:20:43,640
going to wear at the same time. 
So I'm going to need a 

482
00:20:43,640 --> 00:20:47,000
replacement from you or a new 
pair at some point in the next 

483
00:20:47,080 --> 00:20:50,400
the same frequency anyway. 
But it means my trainers look 

484
00:20:50,400 --> 00:20:52,600
amazing and they look amazing 
thanks to you. 

485
00:20:52,600 --> 00:20:55,120
Thanks to you, the retailer that
sent me, you know, it was a free

486
00:20:55,120 --> 00:20:57,880
Polish or free shoe whitener 
that came with the shoes. 

487
00:20:58,080 --> 00:21:01,440
And a little thing saying like, 
you know, scan this QR code and,

488
00:21:01,440 --> 00:21:04,680
and you can get 20% off your 
next Polish top up again, you're

489
00:21:04,680 --> 00:21:06,400
getting another order. 
Someone comes back on the side 

490
00:21:06,400 --> 00:21:07,480
when they make the next order, 
they go. 

491
00:21:07,680 --> 00:21:09,720
I like those shoes and the 
whitening made them look 

492
00:21:09,720 --> 00:21:11,320
absolutely amazing. 
I wonder what other shoes 

493
00:21:11,320 --> 00:21:12,640
they've got because they're 
starting to wear out now. 

494
00:21:12,640 --> 00:21:15,000
I think they're going to get a 
new pair and the final one. 

495
00:21:15,120 --> 00:21:17,000
Again, you might buy this more 
frequently, but gaming 

496
00:21:17,000 --> 00:21:20,920
companies, I saw a gaming 
company recently and they were 

497
00:21:20,920 --> 00:21:22,920
based in Germany. 
And what was really cool is they

498
00:21:22,960 --> 00:21:24,960
they said they'd do a mystery 
game every three months. 

499
00:21:25,240 --> 00:21:30,480
So if you subscribe to them, you
get 75% off a game, but it's a 

500
00:21:30,480 --> 00:21:32,760
mystery game every three months.
And what they were actually 

501
00:21:32,760 --> 00:21:35,880
doing is buying loads of 
licenses for games, for computer

502
00:21:35,880 --> 00:21:38,480
games, and then selling the 
games with the licenses and that

503
00:21:38,480 --> 00:21:40,320
kind of thing. 
The ones that didn't sell, they 

504
00:21:40,320 --> 00:21:42,400
just sent them out as a yeah as 
a freebie to try and get their 

505
00:21:42,400 --> 00:21:43,800
money back on the ones that they
had lost. 

506
00:21:44,080 --> 00:21:46,360
But again, it meant that 
someone's got this connection 

507
00:21:46,360 --> 00:21:49,000
that four times a year they were
getting a very cheap game and 

508
00:21:49,000 --> 00:21:51,680
and quite fun games as well. 
But also then they would ask 

509
00:21:51,680 --> 00:21:53,520
customers like, what are your 
preferences so we can get you 

510
00:21:53,520 --> 00:21:57,360
the best, most relevant game for
your gaming needs. 

511
00:21:57,680 --> 00:21:59,120
How exciting. 
I hope you're doing today. 

512
00:21:59,280 --> 00:22:01,160
We're back again, I think on 
Friday. 

513
00:22:01,160 --> 00:22:02,320
I don't I haven't checked the 
schedule. 

514
00:22:02,320 --> 00:22:04,800
I've been away for a few few 
days last week and I haven't had

515
00:22:04,800 --> 00:22:07,560
a full working week in a few 
weeks now, but I will check the 

516
00:22:07,560 --> 00:22:08,720
schedule. 
I think we've got an episode for

517
00:22:08,720 --> 00:22:10,360
this Friday. 
But if not, I've got some work 

518
00:22:10,360 --> 00:22:12,520
to do on my e-mail inbox to try 
and get some guests. 

519
00:22:12,520 --> 00:22:14,160
But I hope you can join us if 
you haven't already, hit 

520
00:22:14,160 --> 00:22:15,320
subscribe. 
Thanks so much for tuning in. 

521
00:22:15,320 --> 00:22:17,200
If you got any questions, if you
want to come on the show, hello 

522
00:22:17,280 --> 00:22:19,160
at weddingshopify.com. 
Thanks, guys. 

523
00:22:19,320 --> 00:22:19,840
Catch you next time.