Los Silva, Founder of Collective Commerce
Internet Marketing Mastery with Los Silva
Carlos “Los” Silva is rightfully considered today one of the top business marketing trainers in the world.
After a 10-year entrepreneurial journey, he finds himself at the helm of multiple, million-dollar businesses that aim to teach other entrepreneurs different ways they can achieve startup success. His advice is sought after by master entrepreneurs in their own right, with his client list boasting names like Disney, Ryan Deiss, Kent Clothier, and many more.
Which is why we’re super excited to be sharing this interview with you today, and delivering his secrets on Internet marketing and what it takes to build a local customer base and successful startup.
And alas, Foundr family, this will be our final post for 2015 as we head into the holidays. We’ll be taking a much needed break during the next week to spend some precious time with our own families, and we hope you do the same. We’ll be back in a week with more amazing content.
See you all in 2016, and until then, enjoy the interview!
- How E-commerce helps on your startup and how to identify opportunities on the e-commerce space
- Why social media plays a huge role in selling your digital products
- The different tools that you need to help grow your business online
- The importance of building good relationships and business partnerships that can help support your system
- The process to increase your email list and get more people to join your webinar and Techniques in Educating buyers about your products
Full Transcript of the Podcast with Los Silva
Nathan: Hey guys. Welcome to the Foundr Podcast. My name is Nathan Chan and I am your host coming to you live from Melbourne, Australia. Now this episode, if timelines are of concern, will actually be the last episode for 2015. We’re going to take a one week break on our editorial calendar just because, you know, it’s Christmas time, New Year’s and nobody’s gonna read our blog post we don’t believe and nobody’s gonna listen to our podcast episode, so this will be the last one for 2015. And you know, it’s a really, really great conversation with a new friend of mine called Los Silva.
This guy is a really, really smart guy. He’s actually been sharing with me and teaching me a lot of stuff when it comes to internet marketing, buying traffic, conversion tactics, all sorts of things, webinars, you name it. So you know, for the most part, this episode is really more than anything, just a great conversation with friends where we just, you know, shoot the shit with just talking about marketing and what’s working out there right now, what’s not working, some timeless things that you can take away when it comes to doing great marketing and also a very, very interesting story of how Los got started and his businesses, you know, he runs, you know, collectively a multi-million dollar digital marketing consulting company and he’s kicking some serious goals. There’s a lot to learn from him around marketing, customer acquisitions, lead nurturing, webinars, you name it.
So that’s it for me, guys. I hope you have a great Christmas and New Year’s. Please do take the time to leave us a review if you are enjoying the show. It helps more than you can imagine and I’ll see you in 2016. Now let’s jump into the show. Los, thank you so much for taking the time to speak with me, man. I’m gonna ask you a question I ask everyone that comes on our show. How did you get your job?
Los: By not having any jobs, I guess. I started doing stuff online probably about 10, 11 years ago when I was in college. I was selling video projectors on eBay. And that started working out and then I just kept selling more electronics on eBay. I was selling, it got to the point where I was the largest Bose distributor in the U.S. through eBay which technically is not the most legal thing to do but, yeah. And then then I got kicked off. I didn’t know it was. I got eBay slapped and I didn’t know what to do so I just kept doing e-commerce and building stuff online and, you know, here we are, still doing it.
Nathan: Yeah, wow. So how long ago was this? How old are you now, man?
Los: I am…I’m 34. I started doing stuff online by accident around 22.
Nathan: Yeah, okay, so 12 years?
Los: Yeah, I took a break. I started a brick and mortar business with all the electronics I had when eBay kicked me off. I started researching and I started a home automation company for about eight years and then, yeah, we were doing a bunch of custom homes and stuff like that. It was going really well but then the economy hit and we were…literally we went from doing really, really well to eating waffles and cottage cheese for breakfast, lunch and dinner. I was extremely poor, lived in a super small apartment and we went from like a three story townhouse to like a super small apartment where no one fit. I had just had a brand new… My wife was pregnant and stuff. So that was about like six years ago, and then I got back online.
Nathan: Yeah, okay. And like how did that feel, man?
Los: Oh, it was terrible because I couldn’t get a job because I never had one because I kinda built my own stuff and I couldn’t even get a job as a waiter, man. And so I would, you know, just get in the car and try to go find stuff and I couldn’t find anything. I would just sit there and cry before I would go home because I’d feel so miserable that I couldn’t do anything, I couldn’t get anywhere.
Nathan: And like what about savings and stuff, bro? If the business was doing well like what happened there, man?
Los: So, I didn’t know anything about anything so I invested like $75,000 into a hardware business that was…because to me I was like, “I’ll build a software business with all my savings,” and stuff like that and I did, kind of. I got completely ripped off in the way that…the way that home automation and custom home building works is I do the low voltage so I will front it effectively, right. And then when the custom home builder comes through, like we make a ton of money from the custom home theaters and all this. So like, you know, we had fronted for eight homes and the average cost of that is about $50,000 to wire for home automation. So I just didn’t have any money, man, and you know, I literally went from having the best year of my life to having to borrow $5,000 to get a house or to rent a place, like it was…I don’t even think that I’d ever said that in a podcast or in anything. We were literal… I mean, I mean it when I say like I would eat Eggo waffles and cottage cheese every day. I was shredded though, but it’s the, “Oh, you’re pretty lean.” “Yeah, man, I don’t eat.” So…
Nathan: That’s hilarious. Yeah, well, bro, like fast forward to now, man, you’re crushing it like we connected and I’ve just been super impressed with what you’re doing. You’re sharing like a ton of gold with me off the law and helping me with a ton of stuff. Are we allowed to to say like you’ve got like an eight figure business now, right. Are we allowed to say that?
Los: No, it’s getting to eight but it’s a seven figure business. We have a multiple seven figure business. We do e-commerce, we have software, and we have a coaching so really it kind of breaks into three different businesses with me and my business partner, Tanner Larsson.
Nathan: Awesome. Well like, yeah. Let’s like break this down, like what’s happening with each one and I’m sure your, like people would be really interested to hear. Let’s talk about like what happened next in the journey.
Los: Yeah, so the next thing was basically I started…I jumped into doing social media because it was like the new hot thing online and I told my wife, I was like, “Listen, I think I gotta just try to do my own thing because I don’t think I’m gonna get a job, literally can’t get hired.” And she was like, at this point she’s like, “Whatever man, I trust you.” Which is the main reason I love her so much. She’s never ever been like, “What are we gonna do?” She’s always just like trusted me. So I started kinda getting online, meeting some people. I had a client, the first client I ever had, she wanted me to build out a Facebook fan page and we did and then we built out a webinar for her and this is at the beginning of stuff like, I mean, like the beginning of Facebook and all that stuff. And you know, it was very, very green and stuff like that but I started doing that. She had success with her webinar, she had a pretty big list that she was doing. We got her Facebook fan page to a couple hundred thousand followers quickly and so she became like a yearlong client. She started sending me people and I kind of slowly started moving.
And then I had, I just wanna be honest because it happens to so many people, I don’t want you to think that like I just went like boom and then just like rich, right. And then I didn’t have any more clients, that stopped. Like I had one client, one client that sent me another client, and that kind of paid my year. I made like 40 grand that year and that was it. Like I didn’t make anything else, like I was still trying to hustle locally and, I mean, I couldn’t get a restaurant to give me 500 a month for social media, right. And then that’s when I was like I just got to go 100% online, because people online will give me a lot more.
And then I started working with more people in just working on LinkedIn and started doing some speaking for recruitment businesses because I started to understand LinkedIn. I didn’t like it but then I went to an event and I met a guy. I was explaining to him what I do and he was like, “Hey man, we should make a product out of that.” And I was like, “I don’t know what you mean.” And he was like, “Come up to my room.” And he made a sales page. This is not a joke, he made a sales page and he got like two of his friends to send e-mails about it and we made like 16 grand like in a minute. And he’s like, “Yeah, bro, your cut’s eight Gs.” And I was like, “What are you…what’s happening?” I was like, “What do you mean?” He’s like, “Yeah, you gotta go make this course now.” And I made a course within like a day of like 23 modules. I was freaking out. I was like, “Oh, this is it. This is the new thing and this is what I’m gonna do.” And I kind of got into that world kind of got to like I just became like obsessed. I started to study everything, everyone, every single thing and, you know, slowly started getting into my own courses and started doing more stuff and then I started understanding funnels and, you know, here we are now.
Tanner and I partnered up about two years ago and the way we run our business is we have a mentor, his name’s Benny Fisher. You should have him on the show, he is a genius. Dude’s done over $300 million online and he has this theory, it’s called, you know, the quarterback theory. So Tanner runs our digital stuff like really selling the digital products and all that kind of stuff, I run the consulting and coaching. We have a mastermind and there’s some coaching programs as well. I run those and then I focus on running and maintaining our software guys because I’m kind of nerdy about that, I really like it. And Tanner is super smart about shipping, logistics and e-commerce. So we have a warehouse for our e-commerce brands in Reno and I have an office here in Orlando that does more software and coaching stuff. And then we have a third partner with the rest of our, we have four e-commerce businesses and Matt Stafford is the one who is kind of like the CEO quarterback of that. So that’s kind of, we all kind of have like a little division so to speak. You know what I mean? And our goals are just particular to each division but as a unit we have, you know, yearly goals and quarterly goals and stuff like that.
Nathan: Gotcha. I’m curious, man, how come so many businesses…like you obviously like your strength and collectively you guys are masters at digital marketing, driving traffic, conversions, stuff like that. Why so many businesses? How come you don’t focus on just one, out of curiosity?
Los: I think I have too much ADD and the way we focus on one is by owning, like effectively Tanner owns BGS, right. Matt owns AD 20 which is our e-commerce stuff. I own our coaching stuff, like that is my focus. You know, like I have my particular numbers that I need to reach, Tanner has his particular numbers, we all combine. But you know, I’m running one thing, I’m not running the digital stuff. I ask Tanner how that’s going and he asks me how that’s going with our stuff. And we’re like, “Yeah this is what I’m up to. This is what’s coming next.” You know, so that keeps me like I’m involved and, you know, I think if you’re gonna have a partnership you shouldn’t do the same thing because then you’re just kind of stepping on each other’s toes. Rather than doing the same thing we were like, “Hey, let’s split divisions and just go build businesses.” And so Matt runs the e-commerce thing and with the e-commerce stuff, really for all of it at the end of the day it’s a system and it’s a process, right. Like Tanner’s growth on digital products fuels the side of my business where I do the coaching and consulting selling stuff, right. The more people he acquires, the more people I can think of, “Hey what’s a good program? What’s a good system that we can put in front of for this? Or what, you know, what workshops should we put on top of that?” So those things match. The e-commerce, we’re always driving traffic and looking for leads.
So the only two softwares we have, one of them is for leads and the other one’s for conversions. It’s a cart abandonment software. So we built them for ourselves to have better stuff and then we were, well, we could probably sell this because of quick leverage points, right. I know a lot of people. I can run a quick promotion in and we know traffic and we have a very big list on our own. So you know, all these things can be monetized and stuff like that in a very strategic way. So you know, to us it’s not really, we’re not like adding anything else on but everything, it’s all very congruent in our eyes, right. We only teach because we do. We hate people that just, you know, spend $5,000 on a Shopify store and make $5,000 back and now they’re a Shopify guru, like that’s annoying. So we want to be like, “That’s cool.” We have multiple stores that make $100,000 a month and here’s how and here’s this and here’s this and it’s not a fluke. And so that’s a real system so we can really teach a true proven system rather than like, yeah, I’ve got this and then the next thing I’ve got this other super special power. Like we’re only doing, we’re only teaching things that we actually do and then some people don’t want courses because, you know, you can’t take action, and implement and be held by the hand so we have the advanced section which is a little bit more hands on workshops and consulting.
Nathan: I see. And you mentioned that you have a big list. Out of curiosity, what is the size of your list, man?
Los: We have, in the Internet marketing space, we have about 50,000 people. In the e-commerce space, we have a few million.
Nathan: Wow, and in the e-commerce space, what products do you sell?
Los: In the e-commerce space, we sell anything from religious T-shirts to health organic supplements to, right now we’re building out a kitchen company with kitchen accessories and different things like that so that’s, and we have some stuff in the survival market as well. And so those are the main ones.
Nathan: Yeah, wow. And how do you identify opportunities within the e-commerce space?
Los: We do the regular, you know, niche research running your data on trends and see what’s happening and looking at Alexa for rankings and stuff like that. And then I do something different. I go and I check the Inc. 500 and I check the categories and I see what’s trending in those categories. And then I cross-reference what’s trending in those categories for multiple years and the growth that those companies have had against the data that we’re finding on Google and what’s trending in Google and what’s happening in certain marketplaces and the size of, you know, the markets and stuff like that. And the cost per click on the ads and all that.
Nathan: Got you, yeah, that’s gold.
Los: And we mostly try to stay in our lane, for example, we have some stuff in the organic health space because we have some digital continuity there so it made sense to make an organic turmeric product and one of my best friends is Drew Canole and he’s got a powder called Organifi, so we’re one of his main affiliates, right. And then from there that that data, you could cross-reference that data of that person specifically on a program called TowerData and another one called Bird Leaf and you can see like, hey, this is a 43 year old woman who drives a Mercedes and lives in the suburbs, cool. You know what else they like to do? They like to cook. So we make another site that’s similar that’s about cooking and stuff. So we’re trying to use the same people. We’re not really trying to go out and acquire 25 different categories. You know what I mean?
Nathan: Yeah. Yeah. Okay, and that’s how these other businesses are springing up.
Los: Yeah, because it makes sense that they buy something from us and they stay in our websites rather than us running too much affiliate stuff, you know. If we have, I mean, we have a, you know, multiple million person list in our e-commerce space and if we’re always running e-commerce stuff there’s…now we’re just spammers because we’re always running affiliate offers but if we’re building out our own brands people wanna buy from us because they know, like and trust us already. They’re going to our content, they’re reading our content on our blogs, our blogs are growing, you know, we’re able to grow a blogs a little bit quicker because it’s all congruent as well.
Nathan: Gotcha. So does every e-commerce business have its own blog?
Los: We are setting it up that way. Yes.
Nathan: Okay, and…
Los: We don’t have all of that set up right now but we are setting it up effectively 2016, it is gonna be like that. We focus on one channel first and then another channel and then the blog.
Nathan: Yeah, yeah, okay gotcha. And what are you finding? You know, from our conversations off air I get the feeling that you guys are quite good at paid acquisition. Is that how you generate most of your leads in sales through paid acquisition and just finding really great margins?
Los: Yeah, and re-targeting which is still paid but, yeah, it’s significantly better. Like right now we’re trying to fill a 1,000 person event and we plan on doing most of it through re-targeting. The way that we’re gonna do that is by spending money on content not on offers and re-targeting them to offers because you can’t get somebody to come to your event by just being like, “Hey, come here.” I mean, you can but you gotta have a ton of crazy speakers and stuff like that. And even then they might not but if they know you, if they like you, if they trust you, if they see you multiple times that they start to get to, you know, if they start to believe that you’re that brand and they’ve read your content and they’ve seen you on Facebook and then they saw you on CNN or whatever because you’re re-targeting them through SiteScout, then the conversation changes in their mind and they’re like, “Well, I know Los and he’s having an event, and Nathan’s speaking. And I know Nathan because he’s on a podcast. I would go.” It’s way different than just like let’s just blast them with ads and be like, “Hey, come to this event, it’s amazing.” Like, “Well, who are you? I don’t even know you. You just showed up on my news feed. I don’t even like people on my news feed.” You know what I mean? That’s how people think.
Nathan: Yeah. That’s fair enough. I always click on re-targeting stuff if I’m interested. I always think, oh, you know, this is re-targeting and I still click on it. Like, it does definitely….
Los: I take pictures of it.
Nathan: So it does definitely work. What were those tools that you mentioned, you don’t just use Facebook re-targeting, or what were those other tools you mentioned?
Los: So if you go to sitescout.com, SiteScout has remnant media so which means that like you can re-target with their platform and let’s say that they have ads based on dogs.com or, you know, people.com or whatever website. And so your ads can show up over there as well.
Nathan: I see. Got you, got you got you. Okay, awesome. I’m really curious, you know, you said to me that off air as well, that you guys get the mail out from Clickbank.
Los: Yeah. So we are…we have a partnership where we are Clickbank’s digital education partner. So clickbank.com is a huge online retailer that processes a lot of if you have a digital education product you can go and put your product on there and stuff like that, and we are basically their education partners meaning that when you join Clickbank there’s a program that teaches you how to build your business online and grow your business online through re-targeting, through video ads. You know, we have a bunch of blueprints that, we call them blueprints, that you can go in and just apply so you can start building your business, anything from affiliate marketing blueprints to video marketing blueprints, how to make a course, etc.. That’s been a good partnership.
Nathan: Yeah, dude, that is massive. Like when you told me that, I was just like, “Wow, like how did you do that because Clickbank are massive. Like how did that come about?
Los: Yeah, they are a $500 million a year business. That came about through relationships, man, you know, I’m pretty good at biz dev. And I made a really good relationship there. One of the guys in there became a good friend of mine and I knew that they were looking for a partner and we were actually…this didn’t start that way. We were going to license our cart abandonment tool to them and there was a lot of ups and downs and stuff like that as you know, wasn’t, it’s not as easy as it sounds. So through those conversations we started seeing that there was other needs that they had and we were like, “Listen, we can fill those needs. We’re already doing these things. It’d be great to help support you guys and help you guys build a really good education arm for people that are doing it.” And you know, they like us because we do do it. You know what I mean? And they kind of wanted to work with someone that doesn’t just say stuff online but is actively putting things out and trying to help people.
Nathan: What advice, because you are very good at relationships I can say, you know, from when me and you connected, what advice do you have just like, you know, three actual things people can take away in terms of biz dev?
Los: So the number one thing that people do wrong is that they expect an outcome and they shouldn’t, right. Like if you can have a thought process of like where you want this to go but the way I look at something is I want this to be something that maybe a year from now I ask for a favor. So we effectively have to turn into friends for a year for me to even ask for a favor, right. So most people go, “Well, I’m just gonna… I was able to hack and find out Nathan’s e-mail. I’m going to hit him up and be like, ‘hey, I need to be on the podcast or hey, I need, I need. I need, I need I need.'” Right. It’s never like, “Hey, what can I just do for him? Or how can I help him?” Or I know some people say, “Yeah, you’ve gotta give, give, give.” But it’s not even really give, it’s just don’t ask, just be. Just be a part of the relationship, be a part of the friendship, let it…see where it goes and see if that can help you get to where you need to be or if that relationship can help you move into another relationship. I really just go into it legitimately looking for friendships and from there stuff happens. I know that stuff’s gonna happen if we get along. Like that’s a no brainer. And so I don’t try to stress out trying to be like, “Wow, I know I talked to him and I didn’t ask for this.” Like I don’t need to ask for anything, you know, because when you’re good friends with someone, you just…I can send you a text and be like, “Hey, boo, I need…could you do this?” You would probably text me back saying, “Yeah, bro, no worries.” Because we’re friends now, you know what I mean?
Nathan: Exactly, right.
Los: Rather than if I just like if I had met you the day I met you and I was like, “Oh yeah, I heard you’re a podcast man, do you know what I need?” You’d be like, “This guy’s a douche bag. I cannot stand him.” And you would tell your friends that I’m douchey too, you know. People, it’s the same thing. So my biggest thing is go into it really trying to build a relationship because you’re not going to get anything out of anybody especially at a high level trying to ask for stuff.
Nathan: Yes, serve first and ask later.
Nathan: Awesome. I’m just shooting all these random questions at you, not in any roundabout focused way because you just like…
Los: Just keep on going.
Nathan: Yeah, man you’re like an encyclopedia. I really want to keep touching, like especially because the online stuff, like I really wanna keep touching on this marketing stuff that people can take away.
Los: Do you wanna talk about webinar stuff that we were talking about?
Nathan: Yeah, let’s talk about webinars. Now we know that like if you sell any digital products or, you know, you have a SAS or… Would you say if you sell anything, online webinars are really powerful?
Los: One hundred percent. We just pushed out one of our tools through webinars and in the past 2 days we’ve put 126 people on a recurring, you know, and that’s just tough to do on, not on webinars, you know, unless you’re venture backed and stuff like that, you know. I mean, we focus on businesses that aren’t venture backed, kine of like the bootstrapped entrepreneur, the self-funded entrepreneur. You know, those guys that are building businesses not with…because it’s different. You know, if you have $2 million and you have a run rate and you can hire devs and this and that and, you know, I know they’re doing a hard thing but it’s a little bit easier to be like, “Oh, let’s run Facebook ads. Let’s do this, let’s do that.” If you don’t have all these opportunities you have to be pretty strategic with what you’re doing with your money.
Nathan: Yeah, that’s right. And webinars are such a great way to build trust, provide a ton of value, you know, get the reciprocity going and also sell not one to one but one to many.
Los: Yeah, I’m writing a article about it and it’s called education based selling and that’s, you know, the whole point of the webinar is building that relationship, educating people, educating people on who you are, educating people on what the problem is, what the solution that is out there is, and how you can help them solve it.
Nathan: Yeah, and when we’re talking webinars, let’s like break it down. What’s your process in terms of getting people to come and register for a webinar? You guys just use Facebook ads usually or promote to your current email list?
Los: Yeah. So let’s say we don’t have an email list because that’s, you know, when you send an e-mail list you’re gonna get people to register. But let’s say you don’t have an e-mail list and let’s say you have a $5000 budget, right. So if that’s the case, the first thing that I would do is run webinars. I would have to maintain my cost per registration to be 5 bucks so I can get 1,000 true people in there, okay. That means that I would register 1,000 people and spend $5,000. Now once I do that I’m gonna expect horrible people attendance-wise. Why? Because attendance is tough. It’s just the reality of life. I’m not gonna be like, “Oh, yeah, And then we get 600 people on.” Let’s say that it’s your first time, and it’s just not gonna work out. So you’re gonna get 100 people to show up, which is pretty bad. You should expect a little bit more than that, you should at least try to shoot for 200 to 300 people. You know, a 25 to 30% rate is pretty decent nowadays. But let’s say you couldn’t do that because you’re just getting started. So you’ve got 100 people, don’t feel bad, right. Now if you sell 10%, which is 10 people, a $500 product, you effectively just broke even, right?
Nathan: That’s right.
Los: So not only, well, you didn’t, you shouldn’t be profitable because you have 900 people who did not attend or did not buy but they registered. So it means that they are interested in something, whether it’s you or the program. So the only thing you need to focus on is getting a small conversion on the front and really put a lot of emphasis and focus on activating the people that were interested but didn’t take action, because most people in the world are not gonna take action. So you’re not, you know, you can’t go into a webinar being like, “Yeah, I got 200 people, if I only sell 160 I’ll do well.” You’re probably not going to, right, especially with beginners and stuff like that. So what’s the biggest reason that people don’t buy? They don’t know you, they’re scared, and they have questions. So when they prove that they have not bought, what you need to do is address it back with email sequences that address back more of who you are, more of what this offer is, how it can help and support them in answering potential questions. How do you know the questions? Most of them are gonna be asked on the webinar in the last 25 minutes when you’re saying, “Hey, if anybody has questions or anything, this is open for chat.” You can do 25 minutes or an hour, write those questions down. Make sure you have all those questions, those become e-mails, and part of an e-mail series that’s ongoing at the end that addresses that for people and then reminds them that the offer is still there.
And then you can also build more complicated things like scarcity sequence and, you know, create the count down and say, “Hey, we’re gonna close and thereafter either focus on the people that we have or, you know, we’re gonna raise the prices.” And actually do that, don’t just be like hey, and change your mind but the offer is still there. You know, like if you’re gonna do that, you need to create some sort of real legitimate scarcity because if I don’t know you that well and you said that I should buy something for 500 bucks but it’s also available any time I want to, immediately I’m just gonna be like, “Oh, I’ll check it out later.” You know, it’s the same reason that people go to huge sales on at like Macy’s or, you know, department stores and just crush the racks because it’s limited and it’s on sale, right. So if technically your offer is effectively on sale because you’re about to raise the price and it’s limited to this time-frame, now I have way more of a reason to buy. And if you’re hitting me with two to three e-mails that address my concerns and I get to know you a little bit more then now we’re golden, you know, a really good thing that people could do is run…it’s kind of like a reverse thing.
You could run content and then re-target people to a webinar or you could run ads to a webinar registration and re-target people to your content. So if they signed up for your webinar, you can re-target them to content that you’re putting out. So they are like, “Hey, I just signed up for this dude’s webinar, I’m going to check out his stuff.” Okay. And once they check out your stuff you can burn that pixel and add another one that returns them back as a reminder, “Hey, don’t forget about this webinar.”
Nathan: Gotcha. So you reckon re-targeting the content works really well?
Los: Yeah, I think re-targeting is the best.
Nathan: Yeah, wow, okay. Interesting. Curious, how do you get people to open up your e-mails, man, and actually click?
Los: That is more of my partner. He sends most of our e-mails out and stuff like that. I’m super short and punchy with email. He is the complete opposite. He writes like super detailed like almost long form blog posts, like he’s super educational. I’m more trying to get, I’m…I’ll send you an email that says, “Hey.” You know, because I know you’re probably going to right click it. He sends different stuff like that but that’s just, you know, we’re different. I’m way more into the biz dev sense so I’ve always kept things short and punchy, you know.
Los: And I think when you’re building a list it’s also about how you’re maintaining that relationship and it’s just about how you are, you know. I think people open emails that they want to open because again, it’s about like what you’re giving to people. If you’re always blasting them with stuff, you know, people aren’t gonna wanna open your emails, but if you’re doing a mix of like, “Hey, here’s a blast but here’s also some content and here’s consistent reminders that I’m giving you value and I’m not always selling you something, when I do sell you something you’re probably going to buy it because you know and trust that I’m not always pushing stuff on you like the other guys.”
Nathan: Yeah, see that’s what we do actually to our e-mail list and newsletter. We produce one blog post a week like super detailed, really valuable, actionable, long form, and then one podcast episode a week and we hardly ever sell, man, like do you like that strategy, like just constantly fueling just great content?
Los: Yeah, we do the same thing. Yeah, we do the same thing. I mean, we sell but we sell our own stuff. We don’t do too much affiliate stuff and it’s mostly because I’ve seen a lot of people just burn their lists hitting people with affiliate stuff and things like that and, you know, I mean, we’ll sell the stuff if it’s congruent and it’s a good offer and it comes from someone who we know will support the product and stuff like that, but overall we really just try to… It’s more about maintaining the relationship long term.
Nathan: That’s right. And coming back to webinars, if that person doesn’t like buy on the webinar and you’ve got the follow up sequence, what happens after the follow up sequence? Do you do anything to try and reengage with people, remind them, or anything of the sort like that?
Los: Well, if they didn’t buy they might just, you know, it might be a financial issue. They might literally not be ready for it so we just keep sending them to content. You know, we also have different programs. We have our small continuity program that’s $47 a month. So you know, we would have another sequence that we could activate people by teaching them, “Hey, here’s a 2000 word blog post on re-targeting.” And if you like that we’ll re-target you to a re-targeting guide and then the re-targeting guide could up-sell you into something cheap like 7 bucks or a $10 action plan or something like that that kind of teaches you how to do your first re-targeting sequence. And then we can basically say, “Hey, if you like that we have 27 more of these.
It’s out of our members area and it’s 47 bucks a month.” So that’s another sequence that we have. We’re always trying to effectively separate buyers from non-buyers because the relationship is just significantly different, right. Like there’s a lot of people that are always just going to go to your website, look at your stuff and they just literally have no intention of buying and it proves for the majority of data that if people aren’t buying your stuff they’re not gonna take action, not only on not buying your stuff but like in general they’re kind of looking at your stuff, they’re looking at my stuff, they’re looking at everyone else’s stuff, they’re stuff lookers.
But buyers, if you can educate a buyer properly and get them to take action on whatever they bought, they will continuously buy from you because you are the one that kind of got them over the hump. So it’s all about trying to get people over the hump and I think that’s where people kinda stop to…a lot of people will be like, “Oh, yeah, I sold 100 of these or 1,000 of these. Pretty cool. I just gotta get 1,000 more.” Instead, try to get those 100 people to get a result, you know, if you can get those 100 people to get a result or as many as those people as you can that guy is more likely to buy something from me over and over and over again because he knows I’m not gonna let him down.
Nathan: Yeah, that’s great. And I’m really curious around, like you said, you like to separate buyers from non-buyers, is that…so a lot of your sequences or funnels would have you, do you use trip wires and trip wires are like a product that is it between $5 and $20 or $30?
Los: We don’t have too many of those. We used to do a lot of that but for [00:36:00] the most part our products do start more in the, besides our continuity and our software, most of our stuff starts in the 500s but our courses are super detailed. They’re very long, you know, we are super focused on you getting results, we’re always checking in on people, you know, so we know the value we bring someone by getting that. And that’s really why we stopped doing the small stuff because it, I mean, the reality, right. Like how much can you get from something that cost 27 bucks? Because the person that’s buying something that cost $27 wants a $1,000, $2,000, $10,000 transformation. So it’s ridiculous to say that a $27 product is gonna do that for you, but a $500 product can have more detail, have more time, more effort put into it, right.
So that is more likely to be able to help somebody over the hump or we can give them a Facebook group or some sort of a group where we can support them more, you know. We use the tripwire model for our $47 a month continuity program because it’s congruent, right. Like if we have…but I like to build out like full on things, so let’s say we have a video or video marketing execution plan and our action plan, right. Like when you buy that there is a video marketing system inside of our membership site but we have a super advanced one that teaches you everything from video marketing all the way to video ads, video re-targeting, video everything. That product is 400 bucks, right. So we like to, if we are gonna build out a trip wire or something like that, it’s basically to push into a full on sequence not just a one-off for the continuity.
Nathan: Gotcha. Gotcha, gotcha. So you would say that you do use trip wires?
Los: Yeah, we have a few but we don’t do nearly as many as we used to. They have proven really to do well right before continuity but besides that like before we had our continuity program, we couldn’t get a buyer from a $7 product to convert more. So we, our particular data shows that when someone buys something for 7 bucks, effectively they’re more likely to buy the monthly membership than they are a $500 product. So we kind of keep it specific to that.
Nathan: Yeah, yeah, no, that’s…
Los: But all our more expensive stuff has really long sequences because for us it’s important not only that you know us but that you kind of get to know what the situation is and stuff like that because it also, the more information you can give also the better you’re gonna be with your refund rate. You know, if you’re just pushing people and you can kind of effectively get away with selling a lot and they don’t. Sometimes this is the reality. Some people don’t even know what they buy so the more you can educate people, the more they are aware of everything, you know. So that’s why we try to, you know, build out bigger sequences and let everybody know what they’re getting, let everybody know what’s involved, and stuff like that.
Nathan: Yeah, yeah, no, you know that’s spot on, man. Look, dude, we have to work towards wrapping up but, man, I could talk to you all day and just pick your brain on this marketing stuff, especially online marketing stuff. I guess one last question I have is when it comes to approaching your online marketing or approaching any marketing, what are the things that our audience can take away from you because you’re really good at this stuff?
Los: I would say if you’re getting started or if you’re moving forward, try to stay on one channel and maximize it and then move into another one. A lot of times too many people get super overwhelmed and they’re like, “I’m doing this and this because I heard your podcast and then I heard another podcast.” They’re great and have a notebook for ideas and things like that and think of it like as a season, right. This stuff is not what I’m gonna do this season. For this season, I’m going to focus on video ads and re-marketing, and that’s what I’m gonna do and I’m gonna drive my webinar with video ads and re-marketing and that’s what I’m gonna do. And just be good at that. Once you’re good at that then you can say, “Okay, well, now I’m gonna exhaust that channel and just do everything I can.” Like what you’ve done with Instagram, you’ve crushed it. You’ve stayed to that channel and you focused on it and you crush it, right. Later on or soon you might be like, “Hey, I think we’re gonna move into this other channel,” and just maximize it and move forward. You didn’t jump in and go, “Yeah, we’re doing Insta and I’m doing a lot of Twitter and I’m running Pinterest ads.” You could have, technically, but it would have been a different result. So and it’s because of focus and clarity on one thing and one channel that, you know, people tend to have more success significantly faster.
Nathan: Yeah, no, that’s spot on. And you said something really powerful to me last time we caught up and you said that you have found from your experience that and I’ll let you say it like in terms of all the social platforms you’ve said, who you’ve said the highest quality buyers are on certain platforms, can you say that again to the audience?
Los: Yeah, so we’ve found from talking, you know, we have a lot of friends online and stuff like that and we’re always sharing data and we found that the most engaged and effectively the best buyers are from podcasts and I think it’s again, it really goes into because you’re, think about it, you’re literally in their ear educating them and they’re getting to know you. All they’re doing is listening to you. They’re getting to know you. They know you so, you know, if I’m clicking on, if I’m putting my headphones on and I’m going, “Oh, I’m listening…” No one says, “I’m listening to the Foundr Podcast.” You know, they’re like, “I’m listening to Nathan.” Like they got you by the first name, right. And so if you have an offer like it’s Nathan. It’s like I talk to you every day, you know, and there’s a lot of data that suggests also that they are effectively podcast listeners because they have iPhones for the most part, also are in a better financial bracket which effectively would be good as a buyer persona, so.
Nathan: Yeah, yeah. Tell us about the other ones man.
Los: Yeah, so the average person that is on Facebook last time I checked, I think, it’s makes $35,000 a year which is fine and stuff but the average person on LinkedIn makes over $120, right. So what, you know, a big thing for your market is where is, if we’re focused on channels right now and that’s what we said so we’re gonna focus on channels and then let’s focus on the demographic of the person, right, so if I’m gonna try to hit business to business or kinda little bit higher level launch entrepreneurs, I’m gonna try to focus on LinkedIn and I would do that by engaging people in LinkedIn groups and by focusing on writing specifically in LinkedIn pulse. If I want to hit kids and, you know, kind of like the younger demographic, I would probably focus more on a Snapchat and on Instagram and be very visual, very beautiful things that are super, super attractive and get a lot of shares. If I wanna focus on women specifically, and like health space, home decor, do it yourself, things like that, I’m gonna go to Pinterest, right, especially now that Pinterest has ads and Pinterest has that blue pin where you can buy immediately from Pinterest. And if I really wanna just hone in and test demographics and and see how to get people to webinars and stuff like that I’m probably going to go into Facebook. And if you wanna, you know, if you wanna just like create a bigger brand you can go into YouTube stuff and always for any and all of these, re-target.
Nathan: Yeah, okay, awesome. Yeah, dude, this is awesome, man. You shared so much gold for this part. We gotta wrap there because, yeah, we will wrap there because I’m super time, too. But look, thank you so much for your time. Where is the best place, before we wrap, that our audience can find you?
Los: So I have a podcast as well. It is called the “Digital Alchemy” podcast. It’s on iTunes and our website is buildgrowscale.com.
Nathan: Awesome. Well, look, thank you so much for your time, bro. This was an amazing chat.
Los: Also man. Super happy to be able to do it with you.
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