The Exchanges

Q Okay. Total wellness cleanse.com. So, okay, good. Uh, people are fascinated with webinars. So, so I want to, I want to spend some time on this cause it sounds like you've perfected this model. The Facebook ad, What does the ad look like? And what did, when they click the ad, what does it, is it the registration page they go through to?

A Yeah. So we have, we've, we've tested a lot of different ad creative and what we found to be really helpful, especially on Facebook is thinking about the ad in and of itself as providing immense value to the newsfeed. So even if people don't register or click on the ad or for the register for the webinar, the ad itself is valuable. So what we look at doing with all of our ads, especially for this funnel is how can we give a quick tip That's going to benefit somebody and be like, well, I need to share this with some of my friends that will then give the ad more social proof in the form of likes, shares, and comments. And so for instance, we had one really good ad, which was the, basically it's an eyelid test. So we had a picture of a guy pulling his eyelid down and the copy was to the effect of, you know, did you know that a pale lower eyelid indicates iron deficiency? And then we gave a couple tips saying, listen, if you're If this is you, you know, you may want to try adding these types of foods into your diet, and if you'd like to discover 22 other self-tests that you can do right at home, check out this free webinar that we're, you know, we're doing today and tomorrow.

AI assessment note: “we had a picture of a guy pulling his eyelid down and the copy”

Q know, you know, but you're in a space that is typically associated with like not good people. Well, but, but, but I'm not saying that's you. You're like completely opposite. So my question to you is, without people actually knowing you and spending face time with you, how do you quickly let people know that you're as genuine as you are when I talk to you here on a podcast?

A Yeah, well, I think that's, that's an important obstacle to overcome, I think, for any online business, and so one of the things that's, you know, we noticed, for instance, like, you know, our value from YouTube visitors is much greater than most other places, because they've seen one to a hundred of my videos, and they feel like they know me, so the barrier to entry is a lot less if they're coming from YouTube. For people coming into a funnel that are cold, what we're shifting to doing now, and actually we're going to be testing this against the current webinar funnel for this cleanse, is actually taking people through, A, um, kind of a three part mini class where we're going to be really giving them a, uh, you know, a high value add in terms of content before we even invite them to the webinar. So by the time they do hit the webinar, they feel like they know me, they know my story. I've given them tremendous value. So we've taken a good couple of days to really build that, what I call the KLT score, which is know, like, and trust. And again, I believe that's going to make a massive difference in conversions because now people are less resistant to They know who I am. They've been given some tremendous value, even if they don't buy the program. And I think that's, um, especially at a higher price points with cold traffic, you need to take the time to really build them and take…

AI assessment note: “taking people through, A, um, kind of a three part mini class”

Q Got it. And what you're saying is, wow, instantly that this is like an ATM, but not only that, we have a 10 day value per lead, a 30 day value per lead, and then probably a longer term cohort where they're, you know, you're upselling in, you know, 3060, 90 days after that too, right?

A Yeah. And actually like immediately upon purchase, we offer people upgrades. And this is something that's funny because it's a program we developed seven years ago, and it's been an amazing program. We've helped over 22,000 men and women. And we had this, this upsell funnel that was archaic really. And I decided, you know, a couple months ago, I'm like, why don't we, we should probably just look at the upsells and see what's going on there. So we had our numbers guy kind of, you know, break everything down and look at the stats. And, and I was like, why don't we just split test this against something else I'm thinking of? And that simple split test, we had 30 dollars, the average card value, just by changing, uh, or implementing this test where we, we basically found this new upsell flow to be a much better, uh, A fit for the products. And it was, again, if you add 30 extra dollars per transaction on average, that's massive.

AI assessment note: “Yeah. And actually like immediately upon purchase, we offer people upgrades.”

Q So, so let's dive into kind of your current focus. What are you focused on building right now, and how does that generate revenue for you?

A Yeah, so right now, I mean, we've had a lot of success online over the The past 10 years, and I've personally shifted my focus a bit more to teaching other health and fitness professionals how to build their online business to create more impact, more freedom, and more income, because collectively, we can help a lot more people. Um, but I'll say on the, on the health business, one of the things that's worked really well for us in the past, let's say, eight months has been our, uh, cleanse program, which is called the Total Wellness Cleanse, and it's been, uh, it's been a game changer. It's funny, because this is a product that We would launch every year. We'd do a big JV launch, and we decided not to do that last year and see if we could just kind of do it internally, and it was a higher price program for the health space, you know, at about 297 dollars, and it just wasn't working well for us, so we kind of shut it down, and, you know, I spent a couple months thinking about how can we, how can we kind of revive this, and I decided to do a webinar for the program, and it was unbelievable. It was like, I mean, I couldn't believe The response we had in terms of, uh, obviously, uh, goodwill as well as sales conversions.

AI assessment note: “shifted my focus a bit more to teaching other health and fitness professionals”