How I'd Turn a $51M Ecom Funnel Into a Quiz — Transcript

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1. 0:00I sell genetic reports
2. 0:02and supplements.
3. 0:03>> Right.
4. 0:04>> And we've done 51 million. Going to be
5. 0:0651 million this year.
6. 0:07>> Amazing.
7. 0:08>> And every year is growing. So, about 22%
8. 0:11growth this year. Um about 22% EBITDA.
9. 0:14>> Great.
10. 0:14>> Um
11. 0:15a lot of our systems are in place. The
12. 0:17place system that needs most work is our
13. 0:20marketing and funnels.
14. 0:22>> Right.
15. 0:23>> Our retail is by far our I would say by
16. 0:25far we do about 22% retail, 40%
17. 0:28wholesale, and the rest on Amazon.
18. 0:30>> Okay.
19. 0:31>> And I would say the biggest thing
20. 0:33holding us back is
21. 0:35Huh.
22. 0:36Probably me. Um because I have a head
23. 0:40full I'm a doctor
24. 0:41and I have all this information and I
25. 0:44have all this genetic stuff and I have
26. 0:47all these different types of people
27. 0:48coming to me and saying, "I have this
28. 0:49problem. Can you apply this genetic
29. 0:51solution?" You know, "I have these
30. 0:53genetics. Can you evaluate the problem
31. 0:55and give me a a guide?" Yes, here it is.
32. 0:57So, I deal with infertility, pregnancy,
33. 1:00neurotrophic issues, depression,
34. 1:02anxiety, ADHD, I mean all that. And I
35. 1:04can solve it with my systems.
36. 1:05>> Right.
37. 1:07>> And I've got tremendous outcomes.
38. 1:08>> Right.
39. 1:08>> And that's why we grow naturally, word
40. 1:10of mouth, as fast as we have been.
41. 1:12>> So, only word of mouth?
42. 1:14>> Yeah, word of mouth literally.
43. 1:15>> This whole time?
44. 1:16>> Yes.
45. 1:16>> Why? We We do have
46. 1:18Google AdWords.
47. 1:19>> in beta.
48. 1:21Um but
49. 1:22>> What are you spending on ads?
50. 1:23>> Maybe 60,000 a month.
51. 1:26>> Okay.
52. 1:26>> 60,000 a month. Yeah. Um and they don't
53. 1:29They convert, but they're
54. 1:30>> No, I would agree with your claim it's
55. 1:31word of mouth.
56. 1:32>> Yeah.
57. 1:33>> [snorts]
58. 1:33>> Um so,
59. 1:34I would like to establish clarity for
60. 1:36myself so I can go to my team and say,
61. 1:40>> [clears throat]
62. 1:40>> "Look, this is the one thing that we're
63. 1:41going to be working on."
64. 1:42>> Yeah.
65. 1:43>> And we're going to be dealing with say
66. 1:44infertility or pregnancy or what have
67. 1:47you. And then we we build the funnels
68. 1:49and the systems and the director
69. 1:50marketing and whatever title that's
70. 1:52going to be.
71. 1:53Guides the team.
72. 1:55And we can then grow and keep going and
73. 1:57the next dollar figure, I don't really
74. 2:00care. I don't think I'm going to sell.
75. 2:01I'm not sure. I got three three sons.
76. 2:03Um,
77. 2:04you know, extremely possible. I'm happy.
78. 2:06My CEO and I are both here.
79. 2:08We we love the business. As long as
80. 2:09we're having fun, we're going to keep
81. 2:10going.
82. 2:11And uh,
83. 2:12you [clears throat] know, I'm
84. 2:13comfortable. I've got all the money I
85. 2:15want. I could retire now, but I
86. 2:18I have this knowledge in my head. Got to
87. 2:20get it out. I want to help more people.
88. 2:21>> Why do you So, why do you want to
89. 2:25unless I misunderstood, why do you want
90. 2:26to niche down?
91. 2:28>> I want to not niche down necessarily.
92. 2:31I want to establish clarity.
93. 2:33>> Yeah, you want a unified message.
94. 2:34>> I want to get a unified message and how
95. 2:36do you unify a message when it's whole
96. 2:39body and you have all these people? I
97. 2:40mean, I used to go to
98. 2:41>> Well, I think you chunked up. I don't
99. 2:42mean like to me the message you have is
100. 2:43really clear.
101. 2:45Which is that the problems that you have
102. 2:46come from your genetics.
103. 2:48>> Well, they come from your genetic
104. 2:49vulnerabilities, but they they truly
105. 2:52come from your environment and your
106. 2:53lifestyle.
107. 2:53>> Okay.
108. 2:54>> So.
109. 2:55>> So, it's like
110. 2:56your problems come from one of three
111. 2:57places and we will help you with this
112. 2:59one or like I I think this is I don't I
113. 3:02don't think your messaging is that as
114. 3:03confusing as you feel like it is.
115. 3:04>> Well, let me let me give you this.
116. 3:05>> I feel like I understand what you do.
117. 3:07>> Yeah, so I wrote a book called Dirty
118. 3:08Genes. Not these, but genetics, right?
119. 3:11>> So, that would have been a term, you
120. 3:13know.
121. 3:13>> [laughter]
122. 3:15>> So, I didn't used to do landscape
123. 3:16construction, but
124. 3:18so
125. 3:19with Dirty Genes, the concept is we all
126. 3:21have genetic vulnerabilities. The
127. 3:23majority of the genetic variations that
128. 3:24we all inherit, we all have,
129. 3:26predispose us to various risks, blood
130. 3:28pressure, anxiety in certain situations,
131. 3:30what have you. I can look at your
132. 3:32genetic report and say, "Look, you have
133. 3:33genetic vulnerabilities here. If you
134. 3:35apply this lifestyle, then clean up your
135. 3:37environment, eat these foods, avoid
136. 3:38these foods, avoid these nutrients,
137. 3:40elevate these labs, you can bypass all
138. 3:42this genetic variation."
139. 3:43>> Uh-huh.
140. 3:44>> So, that's that's the concept.
141. 3:45>> Yeah.
142. 3:46>> So, optimization of genetic
143. 3:48vulnerabilities.
144. 3:49>> Improving outcomes. I feel like this is
145. 3:52so clear.
146. 3:53I'm trying to I don't understand what's
147. 3:55wrong.
148. 3:56>> The what's wrong is
149. 3:58is well, possibly I've been talking
150. 3:59about this for
151. 4:00>> super confusing? Like like with this
152. 4:01like people do people come in confused?
153. 4:04>> Customers will come in well, there's a
154. 4:06lot of influencers out there which I
155. 4:08don't name names, but MTHFR who's not
156. 4:11heard of the genetic variation MTHFR?
157. 4:14>> Okay.
158. 4:15>> Okay, so I MTHFR it's it's a common
159. 4:17genetic variation which causes the
160. 4:19>> you were going to name names.
161. 4:20>> No.
162. 4:22>> I was like this guy just came out
163. 4:23swinging. He's like I'm not telling you
164. 4:24about Joe Rogan. I'm not going to name
165. 4:26names.
166. 4:27Yeah, yeah, go ahead.
167. 4:28>> Yeah, that that
168. 4:31>> [laughter]
169. 4:32>> You're good. Okay, so MTHFR
170. 4:34>> Okay.
171. 4:34>> Sounds like a blood anyway, let's go on.
172. 4:35>> Yes.
173. 4:36>> Yes.
174. 4:36>> Yes. So, I am I would say the world's
175. 4:40foremost expert in this area. And so
176. 4:42these influencers have hacked on to this
177. 4:45and they're using fear to sell
178. 4:47supplements if you have the genetic
179. 4:49variation.
180. 4:50>> Yeah.
181. 4:50>> That is incorrect. Okay. So, I got to
182. 4:52get back on social media even though I
183. 4:54was on social media in 2011 and 12 and
184. 4:57speaking all around the world on this.
185. 4:59Now I feel that I have to get back on
186. 5:01social media and talk about this.
187. 5:04>> Any reason you think they would recruit
188. 5:05those influencers and like teach them
189. 5:07the light?
190. 5:08>> Well, what's funny is
191. 5:10the influencer that you're talking about
192. 5:13he read my book and said I was a major
193. 5:15influence on him. I was like dude, can
194. 5:16you read the book again?
195. 5:17>> Yeah,
196. 5:18all right.
197. 5:18>> [laughter]
198. 5:20>> So,
199. 5:21regardless
200. 5:21>> Yeah.
201. 5:23So, we see he's a fan. [laughter]
202. 5:25>> Yeah.
203. 5:26>> Well, I'll say this. Like I think that
204. 5:28um
205. 5:30To me I'll say this. I think that
206. 5:32probably I think I speak for everyone
207. 5:33here. I speak for all of us.
208. 5:36I actually think that what you have is
209. 5:37really clear. I wasn't really confused
210. 5:39by anything you said besides MTHFR.
211. 5:42But but the actual like what you do it's
212. 5:44like you You genes, we test genes, three
213. 5:46things influence them, these things you
214. 5:48control, this one we add in and we sell
215. 5:50it.
216. 5:51That makes a lot of sense to me.
217. 5:52>> Yeah, we sell it, but also we we just
218. 5:54have tools that help you understand.
219. 5:56>> Yeah.
220. 5:57>> Cuz even if we don't sell it, and I
221. 5:58actually still help people. Yeah, and I
222. 6:00don't want people to buy a supplement if
223. 6:02it's the wrong one, and that is actually
224. 6:03a huge problem. You know, our sub is
225. 6:05really strong and effective. If if a
226. 6:08mother buys something for her son
227. 6:09>> the best sales pitches, awesome.
228. 6:11>> Yeah. Well, it's true though.
229. 6:12>> Dude, if the erection lasts longer than
230. 6:144 hours, like
231. 6:16Guys, be careful. I don't want you to
232. 6:17take too much, you know?
233. 6:19You're you're crushing the pitch.
234. 6:21>> [laughter]
235. 6:22>> So.
236. 6:23>> So, how do you decide a a marketing
237. 6:25funnel that would convert a confused
238. 6:27mother who's
239. 6:28>> Yeah.
240. 6:29>> or you know, or an infernal dad?
241. 6:31>> This is a quiz funnel.
242. 6:32>> Yeah.
243. 6:33>> Right.
244. 6:33>> Yeah, I figured you were going to say
245. 6:34that.
246. 6:35>> Yeah, for sure. I mean, this is like I
247. 6:37just figured you already had one.
248. 6:39>> Well, I need a team that will build it
249. 6:41for me.
250. 6:42>> Yeah, um this is this is super like you
251. 6:44just don't know anybody in the marketing
252. 6:46world, but what you need we can hear.
253. 6:49Um what you what you need though is like
254. 6:51you need one guy who like this is not
255. 6:53this is
256. 6:55it's just somebody who lives outside of
257. 6:56your world, but in the marketing world,
258. 6:58who here is in the marketing world who's
259. 6:59like considers himself What is he what
260. 7:01what he's asking on a scale from one to
261. 7:03raise your hand, is it hard to build?
262. 7:04>> No.
263. 7:05>> Right, this is super easy to build. Like
264. 7:06you can build this in an afternoon.
265. 7:08This is like a Jotform
266. 7:10that has that has quiz-based questions
267. 7:12that then just decision trees into 10
268. 7:15different uh videos based on the 10 most
269. 7:17common issues that people come in with.
270. 7:18>> Yeah,
271. 7:19>> It's literally it. And then after that
272. 7:20makes recommendations of physical
273. 7:21products. Like super easy.
274. 7:23>> Yeah.
275. 7:24>> So,
276. 7:25>> My plan is to make a bunch of videos for
277. 7:27YouTube, longer form-ish, and then
278. 7:30>> [snorts]
279. 7:31>> cut them short on, you know, whatever.
280. 7:33Put them on LinkedIn for B2B.
281. 7:36>> I would do this if I were you.
282. 7:38I would recruit as many influencers who
283. 7:40are science scientific, I'll say that,
284. 7:42not scientific, scientistic about health
285. 7:45and wellness and things like that. I
286. 7:47would recruit them after I build my
287. 7:50quiz-based funnel, and then I would have
288. 7:52my kind of low-ticket or lower offer be
289. 7:55the genetic test. So, they take this,
290. 7:57and it's like, "Great, you could be
291. 7:58disposed to these things, but take our
292. 8:00test." Great. And then they get their
293. 8:02test results, which I'm assuming gives
294. 8:03them recommendations on supplements that
295. 8:04they would
296. 8:05>> It does not because I don't I don't I
297. 8:08think we're the only ones that create a
298. 8:10genetic report which don't then sell our
299. 8:12own supplements because I don't want
300. 8:13people to go to supplements first. I
301. 8:15want them to do lifestyle first.
302. 8:17>> Yeah.
303. 8:18I have to like shake my own head. I'm
304. 8:20like, "Yes, Russ, that's good. Yes, help
305. 8:21people."
306. 8:24Be a good person.
307. 8:27>> Well, it's true though. I guess you
308. 8:29know, I mean
309. 8:29>> I know it's true too. You're so noble
310. 8:31that you you want to help people.
311. 8:34>> [laughter]
312. 8:34>> They're eating, you know,
313. 8:35absolute right? And there's like,
314. 8:38"Stop eating the crap, and you might not
315. 8:40feel so bad."
316. 8:40>> Yeah. Yeah, and buy my supplements. But,
317. 8:42um
318. 8:44You feel 10% better.
319. 8:4690% comes from nobody flurries. 10%
320. 8:48comes from my supplements.
321. 8:49But, but do [clears throat] both.
322. 8:51But, anyways, so on the way in this is
323. 8:55this is influencers to me, influencer
324. 8:56traffic on the front end, literally just
325. 8:58preaching your gospel, having read the
326. 9:00book, take out these snippets, you know,
327. 9:01promote that to their audiences. We have
328. 9:03to have some front end offer that they'd
329. 9:05be driving towards. I'm guessing the
330. 9:07genetic testing would be the thing. Do
331. 9:09you sell via phone?
332. 9:10>> People just It's follow-up sequences
333. 9:11that they get them to buy the products
334. 9:12after that.
335. 9:13>> sequences.
336. 9:14>> Okay. Right, so then if then that makes
337. 9:16it even easier
338. 9:18because if you're willing to do
339. 9:19affiliate, how much does the genetic
340. 9:20test cost?
341. 9:21>> Well, we stopped offering it, and I just
342. 9:24emailed today
343. 9:25whole genome company that
344. 9:28we have good rapport with to white label
345. 9:30it.
346. 9:30>> Uh-huh.
347. 9:31>> Um we couldn't control the quality of
348. 9:32our genetic
349. 9:33>> What's the cost?
350. 9:34>> Uh it'll be $400 whole genome now, four
351. 9:36or $500.
352. 9:37>> Great. So, this is What's the margin on
353. 9:39that?
354. 9:40>> Uh it's going to be low, I would
355. 9:41imagine.
356. 9:42>> Okay. So,
357. 9:43>> care.
358. 9:43>> Yeah.
359. 9:44>> [laughter]
360. 9:47>> I believe you.
361. 9:51So, this is what I would do if I were
362. 9:52you and I wanted to grow this and help
363. 9:53more people. I would recruit the
364. 9:55influencers. I would say, "I'll give you
365. 9:57100% of the profit on the front-end test
366. 9:58cuz I want as many people as possible to
367. 9:59get tested." And then I would give them
368. 10:01all of that profit, so you make zero on
369. 10:03that, which you'll love. Uh
370. 10:07>> [laughter]
371. 10:07>> I did work with Mother Teresa for a
372. 10:09while.
373. 10:09>> I believe it. I I believe all of this.
374. 10:13And then after that, I would have all my
375. 10:14segmentation sequences where I could
376. 10:15maximize profit. And you're going to get
377. 10:17so much ancillary cuz people are going
378. 10:19to hear about it, they'll still go to
379. 10:20the site and buy. And then the people
380. 10:21who go through the test, they'll be
381. 10:22happy to push it cuz they're going to
382. 10:23make decent money on it if you give them
383. 10:24all the profit, but it costs you
384. 10:25nothing. So, great. And that way that
385. 10:29would be my That would be my process to
386. 10:30really scale this.
387. 10:31>> Oh, yeah. Appreciate that. Thank you.
388. 10:34>> If you're not getting as many leads as
389. 10:35you want and your business is demand
390. 10:36constrained, meaning you could service
391. 10:38more customers than you currently
392. 10:39[music] have, then this is for you. So,
393. 10:41marketing is changing and I think ACQ
394. 10:44tends to be on the bleeding edge of this
395. 10:45stuff. We certainly spend the money
396. 10:47to do it, but we also build custom
397. 10:48software and we pay amazing vendors and
398. 10:50very expensive people to figure out the
399. 10:52system that we have right now and I want
400. 10:53to share it with you kind of open kimono
401. 10:54style. If you're not getting as many
402. 10:55leads as you want,
403. 10:57boy, do I have the thing for you. Click
404. 10:58below, book call, and
405. 11:00hopefully I'll see you in Vegas.