I took a business from 3 leads/week to 100 leads PER DAY.
While spending LESS money on ads.
How?
I flipped their funnel upside-down.
And you can learn to do the same:
>>> A Thread š§µ <<<
While spending LESS money on ads.
How?
I flipped their funnel upside-down.
And you can learn to do the same:
>>> A Thread š§µ <<<
Context:
This was a beauty spa.
They had more services and products than I could count.
Massagesā¦
Facial treatmentsā¦
Botoxā¦
Spasā¦
Creamsā¦
They even did nail gel.
They tried god knows how many agenciesā¦
And they all made the same mistake: listening to the biz ownerā¦
This was a beauty spa.
They had more services and products than I could count.
Massagesā¦
Facial treatmentsā¦
Botoxā¦
Spasā¦
Creamsā¦
They even did nail gel.
They tried god knows how many agenciesā¦
And they all made the same mistake: listening to the biz ownerā¦
I asked the biz owner:
āWhat do you want me to advertise?ā
She said āeverythingā.
I said no.
After she barked a couple of words at me in a language I didnāt understandā¦
I could finally explain to her that we need to market ONE thing.
She agreed:
āWhat do you want me to advertise?ā
She said āeverythingā.
I said no.
After she barked a couple of words at me in a language I didnāt understandā¦
I could finally explain to her that we need to market ONE thing.
She agreed:
āI want to market the full-body laser hair removalā.
I smiled.
āBecause itās your most expensive service?ā
She said yes.
I said no.
It was a delightful conversation for both of us :)
Hereās what I told her:
āCan you trust me? Give me 3 days to do whatever I want.ā
I smiled.
āBecause itās your most expensive service?ā
She said yes.
I said no.
It was a delightful conversation for both of us :)
Hereās what I told her:
āCan you trust me? Give me 3 days to do whatever I want.ā
He agreed.
And I did this:
I figured out what her lowest-ticket AND lowest-cost service was.
It was a facial treatment.
Essentially the only cost was the womanās salary.
Good.
I told the biz owner to slap on a sign at the entrance of her spa.
The sign would say this:
And I did this:
I figured out what her lowest-ticket AND lowest-cost service was.
It was a facial treatment.
Essentially the only cost was the womanās salary.
Good.
I told the biz owner to slap on a sign at the entrance of her spa.
The sign would say this:
āGrand re-openingā.
Then I went to stock footage and got a couple of images of facial treatment.
I wrote a quick ad:
āDue to our grand re-opening we offer a FREE facial treatment to the first 20 who sign upā.
Guess what happened?
Then I went to stock footage and got a couple of images of facial treatment.
I wrote a quick ad:
āDue to our grand re-opening we offer a FREE facial treatment to the first 20 who sign upā.
Guess what happened?
$3 spent.
20 leads.
I stopped the campaign and told the biz owner:
āYouāre probably gonna get AWFUL leads. But call āem. See if they book a meeting.ā
Her secretary called the leads up and scheduled a couple of meetings.
The biz owner was happy.
But I told her:
20 leads.
I stopped the campaign and told the biz owner:
āYouāre probably gonna get AWFUL leads. But call āem. See if they book a meeting.ā
Her secretary called the leads up and scheduled a couple of meetings.
The biz owner was happy.
But I told her:
āThose leads are probably not gonna show up. So while youāre waiting for them to show upā¦ Lemme test something elseā.
I tested the same ad with 3 more variations of price instead of the free:
One: price $7
Two: price $17
Three: price $27
Can you guess what happened?
I tested the same ad with 3 more variations of price instead of the free:
One: price $7
Two: price $17
Three: price $27
Can you guess what happened?
The $17 one got MORE leads than the $7 and $27 ones.
Thatās why you test price.
But thatās not all.
I wanted to also know how many of the leads from each price point weāre gonna schedule AND come to a facial.
And can you guess which price worked best?
Thatās why you test price.
But thatās not all.
I wanted to also know how many of the leads from each price point weāre gonna schedule AND come to a facial.
And can you guess which price worked best?
Yep.
The $27 price point leads had a MUCH higher show up rate.
Butā¦
Then the biz owner came to me and said:
āGood job marketer. So now I got a lot of leads that are coming in for me to lose money on them.ā
āGood job.ā
I smiled.
Sat her down.
And explained:
The $27 price point leads had a MUCH higher show up rate.
Butā¦
Then the biz owner came to me and said:
āGood job marketer. So now I got a lot of leads that are coming in for me to lose money on them.ā
āGood job.ā
I smiled.
Sat her down.
And explained:
The difficult part is to get people through the door.
Even more difficult is to get them to open up their wallet.
Once you have those two?
People are gonna ASK YOU how they can buy more services.
All you have to do?
Is to let them know that you have other services :)
Andā¦
Even more difficult is to get them to open up their wallet.
Once you have those two?
People are gonna ASK YOU how they can buy more services.
All you have to do?
Is to let them know that you have other services :)
Andā¦
If you canā¦
Ask your worker whoās doing the facial treatments to try and connect with her patientsā¦
Ask them what else theyād like to do when it comes to their beautyā¦
And even offer a discount if they buy anything RIGHT ON THE SPOT.
Wanna know what happened?
Ask your worker whoās doing the facial treatments to try and connect with her patientsā¦
Ask them what else theyād like to do when it comes to their beautyā¦
And even offer a discount if they buy anything RIGHT ON THE SPOT.
Wanna know what happened?
The campaign brought in about 100 leads per day.
They booked like 40 meetings each day.
About 15 arrived.
And hereās the kicker.
You ready?
Out of every 20 women who walked in to her spaā¦
1 would buy her MOST EXPENSIVE service: the full body laser hair removal.
Nowā¦
They booked like 40 meetings each day.
About 15 arrived.
And hereās the kicker.
You ready?
Out of every 20 women who walked in to her spaā¦
1 would buy her MOST EXPENSIVE service: the full body laser hair removal.
Nowā¦
I was spending about $20 a day to get 100 leads.
Thatās $140/week.
Thatās 700 leads per week.
15% show up rate is 105 show ups every week.
Thatās 5.25 purchases of full-body hair removal.
She sold it for $2,200.
So 5.25 x $2,200 = $11,550/week.
From one lousy campaign.
Thatās $140/week.
Thatās 700 leads per week.
15% show up rate is 105 show ups every week.
Thatās 5.25 purchases of full-body hair removal.
She sold it for $2,200.
So 5.25 x $2,200 = $11,550/week.
From one lousy campaign.
And thatās without all the creams and other products and services she sold in there.
Nowā¦
Obviously she also had costs.
The secretary who was callingā¦
The workers salariesā¦
Rentā¦
And everything else.
BUT!
If she would try to optimise the processesā¦
Nowā¦
Obviously she also had costs.
The secretary who was callingā¦
The workers salariesā¦
Rentā¦
And everything else.
BUT!
If she would try to optimise the processesā¦
She could at least DOUBLE the show-up rate.
And she could easily double the rate of people who buy something else from her.
So whatās my point?
Hereās my point:
Marketers SUCK because they donāt understand this little thingā¦
And she could easily double the rate of people who buy something else from her.
So whatās my point?
Hereās my point:
Marketers SUCK because they donāt understand this little thingā¦
Marketing is not slapping an ad and spending some money to get people to see it.
Or at least thatās not what I call marketing.
Marketing is strategy.
Thatās the difference between 3 leads per week that god knows how many agencies got her before I cameā¦
And 100 leads/day.
Or at least thatās not what I call marketing.
Marketing is strategy.
Thatās the difference between 3 leads per week that god knows how many agencies got her before I cameā¦
And 100 leads/day.
Once you understand thisā¦
You can market ANYTHING on this planet.
And the best way to get really good at understanding strategy?
Is doing it.
The second best way?
Follow and read @GrammarHippy threads š
You can market ANYTHING on this planet.
And the best way to get really good at understanding strategy?
Is doing it.
The second best way?
Follow and read @GrammarHippy threads š
Ohh and donāt forget to RT if you wanna join my path of educating people on Twitter to be BETTER marketers.
Iāve attached the tweet to retweet below š
Iāve attached the tweet to retweet below š
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