So I accidentally created a real business in 90 minutes, here’s how.
[LONG POST WARNING]
I value DM. I value everyone’s posts that have helped me, so I want to give back – maybe someone will find this helpful or at the very least motivating enough to get the confidence to take action.
After listening to someone I love dearly making shitty excuses about why they haven’t executed their ‘amazing idea’ – I got majorly pissed off and went on a mission to prove a functional business can be built in under 2 hours, in a market you know nothing about – I love you Dad thanks for the inspiration on this one wink emoticon
said in Secret Selling System it’s more profitable to go for the big markets and get a smaller percent of that market, than to chase small niche – that pissed me off too, because it made me realise all the time I’ve wasted in my life on niches that were too small.
I was pissed off so much so with my Dad’s productive avoidance and excuses, that exactly 10 days ago, after a long day of marketing crap (I do it full-time), I decided to be flippant, and ‘just for fun’ (I genuinely enjoy it like a hobby) set myself a challenge.
In just 90 minutes, create a new brand, in a large market and build a working sales funnel that is making conversions .
Including; a lead magnet, a tripwire offer, a FB page, a FB ad campaign, an email automation journey, and a prize giveaway.
Time Limit: 90 minutes
Traffic Budget: £100 / $140
No website allowed
The British people here and Soccer fans alike, will know the significance of 90 minutes – but it was really just a bit of a stress test on my capabilities – to prove to myself what I’ve learnt over the years and how quick I have become at putting this all together.
Most people go to the gym or the movies for fun – I sit at home while my wife is training to be a Counsellor, putting theory in to practice, building, knocking it down and building again.
‘Get a life’ springs to mind, but being a professional is about consistent high-level delivery, which is achieved by actually practising, and not reading about how to do it.
It’s also how I have always learned best – just dive in and get on with it, find things that work and then pass the benefits of my own trials and errors on to my clients.
However this time, I have accidentally created a business while nonchalantly testing in a market I don’t know anything about!
Current numbers after 10 days;
FB Ads Spent: £100 / $140.56
List Opt-ins; 1,024
FB Page Likes: 549
Tripwire Sales: 14
Giveaway Entries: 324
YES, no website. I used Instapage, to quickly create pro looking landing pages. I still don’t have a website, I do have a domain name though.
// EXACTLY WHAT I DID
So what market to enter? I stared a the wall like Walter White looking for the fly.
My mother-in-law loves baking cakes. My female colleagues love baking cakes, my best friend’s wife loves baking cakes for their kids and even with their kids.
The market is huge too. So I decided that I’d target British women who like other cake baking FB pages and brands.
Done…. ohhhh SHIT, I don’t know anything about frigging cake baking. I actually don’t even like cooking, and… I am definitely not a woman at the last check.
So what did I do? (women please don’t be offended here)
I created a plan to play to their EGO my friends. The reasons WHY these lovely ladies are baking cakes is not really about the baking – it’s about how they feel about themselves, and how they look to other people.
And what does someone who wants to be better than the next person along want and need?
Something exclusive, something that she feels will be giving her the advantage.
Make this advantage easily attainable, with little work needed on her part and you’ve got lead magnet with a scent stronger than Black Panther aftershave!
So that was it.
I will send out a new tasty cake recipe every week, only by email (exclusive)…. like a private club….
YES!… THE SECRET CAKE CLUB WAS BORN!
Once I established that, I realised I didn’t need any frigging cake knowledge at all – because I am a goddamn marketer that’s why!
So, I quickly wrote this customer avatar in about 2 minutes, describing my perfect customer:
“Katie is 31 year-old, married, middle-class mum from a good family. She has two young children and loves to bake for her family and friends! Katie has a nice 3 bedroom family home with a nice kitchen. Her husband works full-time and she looks after the kids. She wants be a fantastic mum, she also wants to look good in front of other mums! – so she likes to bake while the kids are at school and sometimes with the kids at the weekends too! Katie loves baking new and easy to make cake recipes, but she doesn’t have time to research them and buy the ingredients.”
// YOU SEE WHERE THIS IS GOING?!
Then I wrote my Facebook page description – which is exactly what Katie’s all over the UK want to hear.
“Be an awesome parent, partner or friend with our free delicious and easy-to-make cake recipes sent to our email subscribers every single week!”
AWESOME that’s the benefit sorted, but I needed something more. Something on a landing page that gave INSTANT gratification!!
So I decided to make the landing page this:
“DON’T MAKE THESE 5 CUPCAKE MISTAKES!”
I displayed the first 2 mistakes on the page, but to get final three, Katie has to opt-in.
// THE MECHANICS – BRINGING IT ALL TOGETHER
1. Landing page with Instapage hooked up to Mailchimp (now ActiveCampaign).
See it here >
2. After single opt-in, redirect to physical product Tripwire Instapage
See it here >
3. Click through to SamCart checkout page FREE+ P&P
See it here >
// MAILCHIMP > ACTIVECAMPAIGN
Tagging. While all of this is going on, subscribers are being tagged by ActiveCampaign, as both Instapage and SamCart integrate perfectly with AC.
I originally started with Mailchimp, but, as an Infusionsoft partner, I fast realised that I needed tagging when I started getting lots and lots of sign ups – it was more needed to remove tags and assign new ones for people who made a purchase of the Tripwire.
(a big shout to AC customer support on live chat, they are absolutely first class).
// TURNING ON FACEBOOK ADS
My writing my ad copy to Katie, I seemingly tapped in to the cake bakers head – the ads starting converting within 5 minutes of being approved.
I ran two ads – both with the same text but one with a video and one with an image.
“Free Easy to Make Cake Recipes Every Week. Limited Time Only.”
I started the ads on CPC with £5 per day. The video ad on mobile worked about 600% better than anything else, so I pumped the rest of my £100/$140 budget in to it – driving traffic to my lead magnet.
By the time the 90 minutes was up, I had a full operating funnel and a list of 40 people.
// WHY I THINK IT’S GOING WELL 10 DAYS ON
Even though this was just an exercise for my own ego-cum-self-development, I do feel a bit like the boy that dates the girl for a bet but then falls for her – but can’t ever tell her.
However, from the start (albeit 10 days ago) I have treated this like I would a business – I have treated the people on the FB page as humans and not numbers.
I have replied to people publicly in the language and tone that they communicate in – in a brand tone of voice, friendly, helpful and engaging.
// BUILDING BUZZ & TRUST WITH A GIVEAWAY
I have already run a free giveaway competition of some Retro Cake Tins and built up buzz around it.
At 08:00 yesterday morning 6th April – I had 400 page likes. I wanted 500.
I found a cheap product on amazon that looked nice with good reviews, and said that when the page gets to 500 likes, I will announce the winner.
By lunch time I had 450 likes, and by 22:00 it went over 500.
See the post here:
I could do this because I know that 99% of the people who like thepage are women in the UK.
I then started to generate a bit of a buzz while Katie’s were waiting for me to announce a winner.
I announced that a winner would be announced in 30 minutes (at 22:00) and gave them this link;
When it was 22:00 I pointed the link to this page, with the winner attached:
// I DONE THIS FOR MORE THAN BUZZ!
On both the waiting page and the result page I ran a poll on what to giveaway for free next… this tells me what these future customers want to win, and what they need in their life! All valuable insights for when I start selling them.
Look at the button on second page closely. If you can’t see what I did there, just ask me to explain it to you wink emoticon
// NOW I AM RUNNING A RAPID LIST GROWTH CAMPAIGN
Using KingSumo, a picture of a product I haven’t bought yet and my 1,000+ email list – I am running this rapid list growth campaign for the next 30 days.
I bought KingSumo last night, quickly configured it and chucked some sales copy on it.
See it here:
I then shared it with my new list of eager cake-bakers this morning at 09:00, along with the news of the winner of ‘last nights’ Retro Cake Tin giveaway – FOR SOCIAL PROOF!
At the time of writing this, I have 481 entries, with people naturally sharing the link on FB and Twitter with their friends.
// NOW I AM CONDITIONING FOR SELLING
Now that I have;
Provided value every week (free cake recipes)
Promote a friendly community (by engaging)
Play to EGO
Built trust (with a publicly visible giveaway)
I am conditioning my audience for selling.
By asking them what I should sell to them.
See it here:
// I AM SORRY
I am sorry for this VERY long post. I didn’t want to put it on my blog because, well, bollocks to that.
This is where it’s at, and to Ryan Deiss,, Molly Pittman and everyone else at DM, I am thankful for the continued great content, and this is my way of just saying thanks I guess, other than my monthly subscription of course grin emoticon
// MAKE IT HAPPEN
Now stop avoiding, creating excuses blah blah blah.
I just told you and showed you a real example.
BEFORE YOU CRY BUDGET / COST.
Instapage: 14 day free trial
SamCart: 4 Week Trial
Canva (image design): Free
Facebook Page: Free
FB Ads: Use DM Labs for that wink emoticon
I’m sure I missed something, so I am happy to answer any questions here.
Have a great day.