You might run a thousand dollars against it and get no sales and you'll be like Gary But meanwhile, what I know is that you did get sales. You can't attribute it to it. So now people feel fond towards you. Three weeks later they decide to buy it.

They just go to the website because they know who you are. but you can't point to the ad and you're like the ad didn't work Gary Thanks for having us. You've been a huge inspiration to how we built the uh We've listened to a tinier 4D So it's an honor to be here. humbled.

um I'd Love to give you just a bit of a plans, you can have more contacts. but we launched last year I think the first year was us really figuring out do we have product Market fit to resonate. We've hit that. We're at Mid six figure business right now.

We're profitable. We're reinvesting every dollar in so we're barely profitable for customer acquisition. No, we have not done any paid marketing. No people Word of Mouth Yeah so that's kind of how we built the business and kids on the share model.

makes sense. Yeah, we both heard uh, one of your podcasts and next they decided we're doubling down on content. So we're doing about three importances of context of her social platform. We have a newsletter and her three or four per platform per week day per day.

So how many what? total per day? oh um. 12 to love I Love you yeah. so pumped with you? Yeah and it's working. Oh, it's been wonderful.

Did everybody hear that? Yeah, three times a week? Go ahead. There we go, my man. Progress. We're doing a little bit of influencer marketing in the beginning and then we decided to double down our own content.

Yes, working way better. Yes! so it's been fun. Um, you know how like you know, like I always tell people in this one they're always like Gary Why is that I'm like, you know how you love. We all love children.

like children. We universally all agree like we love this seven-year-old We love our children more. Yeah, an influencer can only love your product so much compared to you. Yeah.

So Newsletter: a Bachelor Podcast: We're probably YouTube and we're trying to decide all of that right now. Um, you want to talk about that for half a sec because it's super important I Think you'll do well? Yeah, we started to record content. Uh, we're trying to decide Here we're in. We're interviewing a lot of experts, but we also want to do our own original content.

So we're We started recording but we haven't figured it out when you say your own original cup. Just you guys on the show. Yeah, so I would do both in one show. Let me tell you how to figure it out.

Back to and versus or think in segments I Think the show should start with five to seven minutes of you guys think about oh Regis and Kelly like they like banter in the morning like yes, guess close the show. So I think the way you should do it is do six seven eight minutes of you guys 30 minutes with the guest six seven minutes of you guys to close out. Maybe that one has like a little segment or a little game or hot take or you do something with each other or like for name Association or whatever and then you're done and then you have the post-production for all of it segments and the way we're thinking about it. So YouTube for sure and I have a personal just passion of mine that gives me energy I Love that! Thank you And we had some health interviews and we saw it really works.

We would now want to Double Down on YouTube I guess for us like I Don't know if I'm being too conservative with our marketing dollars. We have not spent anything like what do you think? How do you think we should probably can't get more conservative than zero marketing? I mean doubling down on YouTube Like that makes sense when you guys have tell me a good War story of a piece of organic content that went viral. Go! But one on Instagram it was like over a million. It was this like cocktail mocktail that we did.

You should? You should take that video and run ads against that against Target audiences because the algorithm aka the human beings everyone's like Mark Zuckerberg China It's humans. Responding to these platforms are very simple. They just want people to stay on it for as long as possible so they can run ads. So they're not like, like Zucks isn't pushing propaganda of like you loving VR They're just math and so so for you.

that mocktail should be turned into an ad even if it's not like because we do a lot of education. So even if it's not our specific product, it's a healthy, hormone-friendly correct? It's giving people awareness to your brand. It might not be sales oriented like you might run a thousand dollars against it and get no sales and you'll be like Gary. But meanwhile, what I know is that you did get sales.

You can't attribute it to it. So now people feel fond towards you. Three weeks later they decide to buy it. They just go to the website because they know who you are.

but you can't point to the ad and you're like the ad didn't work well. The ads definitely going to work because it already went viral. People are interested I'm incredibly bullish on everybody here running ads after it succeeded on Organic. That's something that we haven't lived in for a long time because it's not how the platforms worked.

So we have it way better than we did the last 10 years. We have to guess and run money or run micro money, see if it Worked and then poured fluid on it. Now the algorithm does a better indicator if it's going to work than even our micro ad Spence So like to me, if you're going to test some stuff, test it on the things that go viral on your 12 a day. Yes, at some point, the holy grail for DTC businesses is to find scalable math that works in CAC and LTV.

The problem is, most of them aren't actually working profitably. they're using VC money to subsidize their underwater cack and LTV And then there's eventually a funny game of chicken of can you sell it before your math Runs Out which is a challenging game and one that I don't like to play because it's like a fake business. Yeah, see how the bee guy got going because he knows that's what he sees every day, right? They're on the other side trying to decide. Is this sustainable or is this a moment in time? Keep going.

Yeah, and I mean one thing that we're not doing right now: we're doing three to four pieces of content, but we're using that same content on different platforms and that's gotten us to where we are. So are you changing the copy? We are good so you'll take the same vid. Yeah, so like that's a quick hack that can really help a lot of people here. It's the same video but the copy is different because the audience is different on Tick Tock than it is on LinkedIn than it is on Twitter.

So something to think about Just copy changes or just slight little edit changes? Yeah, can matter. Yeah, we've been doing a little bit for YouTube Uh, like the things that people search on shorts and what are you seeing? Um, we're also Gathering we're talking to Joe maybe making content exclusively for YouTube look even I have a repurposing model with context. but like there is no comparison when you can make for a platform because when I'm saying hey Tick Tock versus hey everyone, there's a noticeable difference. It just, you know, I'm running a ton of businesses so it's hard for me.

So I get it. and but it's real. but the copy for sure. don't mail that in because it doesn't take a lot of time.

You know, like there's certain things that you can mail in AKA like you just don't have a timer, resource, and energy. but the a copy that's mundane like yes I know it's easier to control C and control V But like thinking like this person's on Instagram versus this person's on Tick Tock matters copy in the description and title if you have it on the content. Yeah, if you're in the editing mode and you can change the title like titles that right, the thumbnail and titles I mean I Don't know if you saw the viral video of Mr Beast like he spent hundreds of thousands of dollars on the thumbnail. Now he's playing at the single highest level.

But I understand I'm spending millions of dollars on a team that is doing the same thing in theory. Yeah, it's It's actually scary how much the title and the thumbnail. Works Which is why if you have a piece of content, keep this in mind that you really like, you just feel good about it and you posted and didn't go retitle it. change the preview screen, change the copy, Go again.

Three months later. Six weeks later. four weeks later. Well, I feel like we have a product? That I mean how much is it? It's 45.

so we have a one month bundle because you take it daily. It's a daily thing to support your hormones. so it's 55 for one month and then you can get three months. It drops it down to 45 a month.

and there's no one year we don't have a one here. Why what? I Like about one year is people forget to unsubscribe and like like things that nature and like you know, like it's definitely worth debating. You have longer tail, you know to re-get somebody to to get somebody to re-up at month four versus the amount of people that forget or are passive or neutral or apathetic to it for one year is a lot of money. How big is your drop-off after three months? Average right now for our users is 4.8 months up there with us? Yeah.

I Literally think if you go to 12 months instead of three months that that number would be 9.7 months. And if you're ever going to go, yeah, they're gonna be scared shitless about if you're gonna raise capital. Just too expensive to re-engage What are you doing with your lapsed users? I Got something really good for you I got a real good one for you ready? Yes. I Think that you should call on speakerphone every single person who's no longer subscribed and once was for three months I Think you should videotape the interaction of you saying thank you, not try to sell them to re-up, but just to build a relationship around the content.

And when you have successful conversions, you ask them if there will allow you to put out the video of this successful reconversion. I Think there's something there there? Well, first of all, the reason you should do it is market research. I'm adding content creation and reactivation of business and I think you're small enough still where you could just grind that? Yeah, yeah, totally. Oh, we are all about Radley Yeah So calling literally calling and saying I just want you to I Just we just want to thank you for ever being on our service and just hopefully it brought you some value and hope it sprung you into action theoretically.

Whether you know we're obviously aware that you're no longer using us, but I hope it's sprung you into a better you. Thank you the most in So I Used to do this quite a bit for Wine Library The most fun part of the phone call is when you're done just doing love and good. and there's this awkward three second pause because they're waiting for you to give them an offer to reactivate but you don't Yeah, try it even if you don't record it, which is probably the biggest friction of everything. I Just told you I Think the market research.

you'll get to why people unsubscribed like by the 19th call. If they all said the berries were the problem, you're like, oh, should we even have berries like it like it's real market research.