Why I'd Buy More Search Traffic Before Changing Channels — Transcript

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1. 0:00No, we build and sell like luxury gaming
2. 0:02tables like pool tables, casino tables,
3. 0:04>> manufactur.
4. 0:05>> Not what I was saying. Okay, got it.
5. 0:06Yeah.
6. 0:07>> Um,
7. 0:08>> that's cool. Like cool backlights and
8. 0:10things like that.
9. 0:11>> Yeah, like any anything like oneoff
10. 0:13custom pieces.
11. 0:13>> Sweet.
12. 0:14>> Um, we we're at around two and a half
13. 0:16million revenue a year. We want to be
14. 0:18around 10.
15. 0:19>> How do you sell
16. 0:20>> at least?
17. 0:21>> Uh, mostly Google ads.
18. 0:23>> So, e-commerce.
19. 0:24>> Yeah, she sells
20. 0:25>> but not so over the phone. mainly.
21. 0:32>> Okay. Yeah. Okay. So, invoices, phone
22. 0:34calls. Okay. Got it.
23. 0:35>> So, how do we
24. 0:38increase our leads 2x, 3x without
25. 0:40breaking the bank, basically?
26. 0:42>> How do you increase your lead flow
27. 0:44without breaking the bank?
28. 0:45>> Yeah.
29. 0:46>> Well, I'll ask you.
30. 0:47>> For quality leads, basically.
31. 0:49>> So, what are you currently doing? You
32. 0:50said Google Ads.
33. 0:51>> Yeah. Around 15 to 20K a month.
34. 0:54>> Can you spend more?
35. 0:55>> Yeah.
36. 0:56Why don't we do that?
37. 0:58>> We've tried and we weren't generating
38. 1:00the same quality leads or necessarily
39. 1:02getting more
40. 1:03>> different keywords. We're not getting
41. 1:04you more quality. Yeah,
42. 1:06>> correct.
43. 1:07>> This is probably a scale thing though.
44. 1:09Like this is a media buying question. Um
45. 1:11because I can promise you that at
46. 1:13$20,000 a month, you haven't saturated
47. 1:14the market for cool custom gaming stuff.
48. 1:18Like you could probably get to like 2
49. 1:19million a month before you'd even get
50. 1:20close to that. Um so I think it's
51. 1:23probably just a like who does your media
52. 1:24buying? We have a company doesn't
53. 1:26>> Okay, I would
54. 1:30This is a keyword thing like this is
55. 1:32this is three degrees down like super
56. 1:34tactical like we're just buying the
57. 1:35wrong words and there's just we like I
58. 1:37would be how what's your margins right
59. 1:38now?
60. 1:39>> 20% 500k a year. So, I you just have to
61. 1:44see this as like we might burn $200,000
62. 1:47this year on bad keywords to find
63. 1:51another six that we can scale up to
64. 1:53$100,000 a month. And by doing that,
65. 1:55we'll 5x the business.
66. 1:57And so, if you just see it like that of
67. 1:59like, okay, we're going to spend
68. 2:00$200,000 or $300,000 to take us from 2
69. 2:03point whatever to 10, that's how I'
70. 2:05that's how I'd think about it. Um, in
71. 2:08general, we tend to be like scared to
72. 2:10spend more money. And I would say the
73. 2:12only thing that's really shifted for me
74. 2:13is like from entrepreneur to investor,
75. 2:15like kind of wearing both hats, is that
76. 2:17I look so much stuff at just like return
77. 2:19on capital and like what's the point?
78. 2:20Like if I think we can get to 10, I
79. 2:22would rather just get to 10 faster and I
80. 2:25see because I don't live off of that
81. 2:27$500,000 a year. I just see all of that
82. 2:29as my my fodder for putting back into
83. 2:32the thing so that I can get to the next
84. 2:34level, which side quest for everyone. If
85. 2:37you're a service business and you have
86. 2:38cash flow,
87. 2:41some businesses are really obvious for
88. 2:42where you do reinvestment. If you're
89. 2:43brick-andmortar, you save up your
90. 2:44shekels, you open another location, very
91. 2:46clear where your capex goes. If you're
92. 2:47manufacturing, you buy another big
93. 2:48machine, very clear where the capex
94. 2:50goes, right? If you're a service
95. 2:51business, you do accounts, you have you
96. 2:53have, you know, you have a law firm, you
97. 2:54got uh legal people. What do you do with
98. 2:57the extra money to quote reinvest in the
99. 2:58business? So, there's two primary
100. 3:00sources. Number one is going to be
101. 3:02talent and culture. So, who am I going
102. 3:04to hire? uh and how do I how do I up
103. 3:06uplevel the team? So in service
104. 3:08businesses in general, you can see how
105. 3:10good you are and how advanced you are as
106. 3:12a service provider by the by the price
107. 3:13you're able to charge. And so over time,
108. 3:15your price should always go up because
109. 3:17fundamentally you should have a virtuous
110. 3:18cycle of we do good work. That generates
111. 3:21more demand. More demand means more than
112. 3:22we have supply, which means we can raise
113. 3:24the price. With the extras cash, we can
114. 3:26then acquire better talent, which means
115. 3:28we get we do a better job, which
116. 3:29increases our reputation, which
117. 3:30increases our price, which allows us to
118. 3:32charge more. So we can get better
119. 3:33talent. And so the talent should always
120. 3:35be going up and so should the price. And
121. 3:37so if you're in a in a marketplace where
122. 3:39you're like, man, we can't charge more
123. 3:40than other people. It's because you
124. 3:41aren't better than other people. So we
125. 3:43have to beat them in order. Like we have
126. 3:45to do better. That's point one. The
127. 3:47second area is brand, right? It's like
128. 3:49how do I spend some of that extra cash
129. 3:51to solidify the brand of me? So this is
130. 3:53not direct response ads. This is like
131. 3:55kind of the big aspirational moments,
132. 3:57these brand moments. Like we just did
133. 3:58this launch this, you know, two weekends
134. 4:00ago. It's like how do I how do I do
135. 4:01these big demonstrations that might cost
136. 4:03more and might not be the normal run of
137. 4:05business. Like why would Red Bull have a
138. 4:06guy jump from out of space down? It
139. 4:08doesn't make any sense, but except it
140. 4:09makes a ton of sense because I'm talking
141. 4:11about it right now, right? And so you're
142. 4:13probably more likely to drink a Red Bull
143. 4:14at the break. Real talk. Uh and so
144. 4:18anyways, it's like how does this ladder
145. 4:20back to selling more pool tables? Um for
146. 4:23you though, you're not in a service
147. 4:24based business per se, but I thought it
148. 4:25was a good offshoot for other people.
149. 4:27Um,
150. 4:29see all of the profit that you have,
151. 4:31whatever you don't need to live on as
152. 4:33your experimentation budget and that
153. 4:35budget is really like do not see it as I
154. 4:38lost money. Like you can't think with
155. 4:40that perspective. You will just lose.
156. 4:42You have to think of that this is like
157. 4:43I'm going to uh rigorously test keywords
158. 4:48until I find more keywords that win. And
159. 4:50these are just investments in finding
160. 4:52money printing machines because keywords
161. 4:54especially once you really find them,
162. 4:56they kind of just print for you, which
163. 4:57you guys are experiencing right now,
164. 4:58right? You guys spend $250,000 a year
165. 5:00and you make a 2.2, right? You're
166. 5:01getting 10 to one on it. Now obviously
167. 5:03you have cost of goods for sure, but
168. 5:04like profitable, right? And I'm sure
169. 5:07when you found your first keyword and it
170. 5:08started working, you were like, "Holy
171. 5:10shit." It's like, "Great, we just need
172. 5:11to find like another hundred." And
173. 5:12they're there. They're there. And you
174. 5:14might need bridge pages. So you've you
175. 5:18may have heard of Eugene Schwarz uh so
176. 5:22famous marketer
177. 5:25and so when you really want to scale ads
178. 5:26to colder markets um for those you went
179. 5:29through the hooks and the goated ads
180. 5:31anyone go through goated ads playbook
181. 5:33okay so this this will sound a little
182. 5:35bit more familiar so
183. 5:39you have these levels of awareness that
184. 5:42correspond with size of market and so
185. 5:44you've got your most aware customers
186. 5:46here.
187. 5:48And the reason that these levels are
188. 5:50important is that it changes what the
189. 5:52hook is and what the kind of click
190. 5:54journey is for the customer. So at the
191. 5:56very top you've got unaware,
192. 5:59then you've got problem aware,
193. 6:04you've got solution aware,
194. 6:07you've got product aare, and then you've
195. 6:10got most aware, which is usually your
196. 6:12existing customers, right? And so if you
197. 6:14want to expand, so right now I'll bet
198. 6:16you most your keywords are targeting
199. 6:18these people.
200. 6:20>> If you want to go up market, which might
201. 6:22have 10 times more clicks, we might have
202. 6:24to have a bridge page after you have
203. 6:27like the keyword might be more like home
204. 6:30home projects or like uh accessor like
205. 6:33I' I'd have to think of that. I'd use a
206. 6:35keyword finder. Would you have like the
207. 6:37same team work on that or hire a
208. 6:39completely different marketing team that
209. 6:40kind of
210. 6:41>> a really good media buyer would know
211. 6:43this?
212. 6:44>> Um, but you'll likely just need to have
213. 6:46keywords that are a little bit broader
214. 6:48so you start competing against more
215. 6:49people. But as long as you bring them to
216. 6:52kind of like an advertorial type page
217. 6:53and then they take the next step and
218. 6:56then it basically mimics the same path
219. 6:57as this. It's like you take them from
220. 6:58product to then advertorial then to your
221. 7:01sales page. that bridge, the clicks here
222. 7:04might also be like onetenth the price
223. 7:07and there's an ocean of them. And then
224. 7:08when you go from there, it's like, okay,
225. 7:10what's what's above that? Problem aware.
226. 7:12Is your house boring? [laughter] Right?
227. 7:14Like, do you have an extra room that you
228. 7:16don't know what to do with, right? These
229. 7:17are problem aware. They have a problem.
230. 7:18They have no idea that you're going to
231. 7:19sell them a pool table, but we have to
232. 7:21start with where they're at and then
233. 7:22lead them through the journey.
234. 7:24>> Got it.
235. 7:25>> Thank you.
236. 7:25>> Yeah.
237. 7:26>> Appreciate it.
238. 7:28>> Cool. Help. Okay. She was like, it was
239. 7:32an okay answer.
240. 7:35>> Yeah, sure.
241. 7:40>> Sure.
242. 7:47>> Yeah, it doesn't change. You guys are
243. 7:49spending so little money. It's like it's
244. 7:51laughable. And I want to just say that
245. 7:53so that I can hopefully break beliefs
246. 7:55around this. Like $20,000 a month is
247. 7:56nothing.
248. 7:58Nothing. And the fact that you're doing
249. 8:002 point whatever is amazing and you're
250. 8:02doing it on 20. There is so much
251. 8:04traffic. There's so much traffic. Like
252. 8:07for our launch spend 500 a day. Like
253. 8:10there's so much traffic and people just
254. 8:12don't know how to access it. And so I
255. 8:13promise you this like we only talked
256. 8:15about just expanding your existing
257. 8:17strategy. For sure if I would say like
258. 8:20if I were to market your business my
259. 8:21first step wouldn't have been keywords.
260. 8:23I wouldn't have done that. You guys did
261. 8:24and that's fine. I would say cool let's
262. 8:25do more of that. But if I was like, if
263. 8:27Alex took over the business with my
264. 8:29skill set, I'd be on Instagram reaching
265. 8:31out to influencers because you have a
266. 8:32very visual product. So, I'd be getting
267. 8:34shout outs and sending sick customized
268. 8:36Mr. Beast pool table billiard stuff and
269. 8:39being like, "Let me make the sickest
270. 8:40thing possible for you, tag me in it,
271. 8:42and then they send it to either an
272. 8:44inquiry page or you can send straight to
273. 8:45checkout." And because you guys sell
274. 8:47really high ticket stuff, they probably
275. 8:48will make more promoting your thing than
276. 8:50whatever else they're selling.
277. 8:52So like and if you had a good influencer
278. 8:54who did do that, you then take the
279. 8:55highest converting story that they make
280. 8:56and then run it as a whitelist on
281. 8:59Instagram and meta and it would [ __ ]
282. 9:00destroy and you wouldn't have any of
283. 9:02these issue. That's what I would do. But
284. 9:04I want to go with what you already are
285. 9:05doing [laughter] that has a high
286. 9:06likelihood of working which is like
287. 9:07let's just find more keywords.
288. 9:09But that's if I wanted to go from like
289. 9:11when you come back and you're at 6
290. 9:13million or 8 million I'd be like okay
291. 9:14cool now let's get to 50. Here's how we
292. 9:16get to 50. If you're not getting as many
293. 9:18leads as you want and your business is
294. 9:20[music] demand constrained, meaning you
295. 9:21could service more customers than you
296. 9:23currently have, then this is for you.
297. 9:25So, marketing is changing and I think
298. 9:27[music] ACQ tends to be on the bleeding
299. 9:28edge of the stuff. We certainly spend
300. 9:30the money uh to do it, but we also build
301. 9:32custom software and we pay amazing
302. 9:33vendors and very expensive people to
303. 9:35figure out the system that we have right
304. 9:36now. And I want to share it with you
305. 9:37kind of open kimono style. If you're not
306. 9:39getting as many leads as you want, boy,
307. 9:41do I have the thing for you. Click
308. 9:42below, book a call, and uh hopefully
309. 9:44I'll see you in Vegas.