[00:00:00] James Breese: Strength Matters, media, video, print, podcasts.
[00:00:05] Josh Kennedy: Today's topic is how we made over $2,000 from a $7 book in four days. Now this isn't, uh, not some get rich quick internet guru, uh, how I made $25 in five seconds or, or anything like that. This is much more realistic and, uh, as James is going to, uh. It's about turning your customers into buyers.
[00:00:28] James.
[00:00:29] James Breese: Customers into buyers, prospecting into buyers. There we go. Oh, there we go. In some terms. I do know what I'm in. I know. Carry on. No, it's exactly this. So yeah. So again, I'm going to caveat this is that. You need to have an email list of X number of people. So we had 37, 000 people on that email list that are active.
[00:00:49] Culled down from 110, 000 who weren't active. And we've done that over the last couple of months. So that's really important to state that if you haven't got a list of that size, you may not get the same [00:01:00] results. However, you could get similar results in other ways. And it's not about making a lot of money straight away from this.
[00:01:06] So 7 book into 2, 000 sales. It's one objective, and that is to convert leads, prospects into buyers, to change that relationship from people into buyers with you, so they get comfortable with maybe spending more money further and later down the line. Because it's like a ladder, it's like a ladder system, like step by step by step.
[00:01:26] Once you pop, you can't stop. It starts off with a low ticket offer. 7 is about right. And then 7 could turn into a 37 product and it can turn later down the line to potential ongoing personal training. And that's one of the biggest mistakes I see a lot of people do is they try and offer and pitch training first as opposed to a low ticket offer.
[00:01:47] So some kind of special deal to get people to know, like, and trust you first and to have that relationship. Go, yeah, do you know what? I feel comfortable with spending money with these guys. So the value of that at 7 is not about making a load of [00:02:00] money. You know, yes, for the influence of millions of subscribers, they'll make some money off it, but that's not realistic.
[00:02:05] That's not realistic and not what we want to do. We're professional coaches. So the idea is to turn this 7 product into somebody feeling comfortable saying, Do you know what? I want to train with these guys. These guys are pretty cool. The product looks good. I like it. Let's make this happen. So it's that comfort and balance building over it.
[00:02:22] So what we did is, was this. We created a training plan. Now we know that training plans go down really well. People love training plans. They, they jump around like crazy coaches and trainers want to see what other people are doing and we know it's a popular item. It's one of my most popular items. So we created a 7 book, right?
[00:02:41] This discounted on black Friday, pre black Friday week, and we sold it, but we only sold by 800 worth of that book. What we did is we had other books saying, Hey, would you like to buy these other books too? And we had a system in place. It's what we call a funnel. So it's different from a website. A website is, it sits on your, on your [00:03:00] compute, on your, your space.
[00:03:01] It attracts people in, it's targeted for Google. It works well to tell people about you. A funnel is a dedicated page is where it leads people down a specific path, whether it's an opt in to like some gated content, like a lead magnet or a sales page. And that's what we did. So we told one specific product and we asked them, Hey, would you like to have a book, an extra book to go with it?
[00:03:22] And then some of them said, yes, some of them said no. And then we had on the upsell thank you page. We had, we gave them an offer to go, Hey, would you like our other bestselling books, our other training plan, other nutrition book and our assessment book for 37. And that's what took us to 2, 000. It was a simple three page setup funnel.
[00:03:40] But we did a presentation actually on, and it's actually on Google, uh, Google and YouTube. So if you want to see the whole presentation of this, it's now uploaded onto the YouTube, and you can go through it in depth and see it properly there. So I highly recommend doing that to go through the step by step process and what we did, and how we did, and how you create your own.
[00:03:56] But that's the purpose. Share the link
[00:03:58] Josh Kennedy: to that in the show notes
[00:03:59] James Breese: as well. [00:04:00] Yeah, we'll share that. Make sure that's shared in the show notes so the guys can see it. But that's important to understand the theory behind it. It wasn't a get rich quick scheme. It was to create a list of prospects who hadn't bought from us before into a list of people who have bought from us to change that dynamic relationship, to wow them, to hopefully give them a chance to come and work with us at a later date, whether it's in terms of website design.
[00:04:25] Or whether it's in terms of coaching, whichever it is, we're here to help them further down the line, basically.
[00:04:32] Josh Kennedy: Andrew, what's your, uh, outside of strength matters, obviously, cause you were in on this with the, with sales funnels and tripwires and all these fancy words.
[00:04:42] Andrew Wallis: Yeah. Um, turning it and focusing it on what our listeners can do.
[00:04:48] Um, the way I work with clients and the way I've, I've worked myself is that ultimately my number one marketing strategy is. Building my email list. You know, as James says that that's [00:05:00] a key marketing asset that we have, but that alone doesn't generate revenue as we're saying. So we need to take those prospects and lead them into becoming buyers as James mentioned.
[00:05:15] So using a training plan is something I've used in the past. Um, I've had clients have put together, um, checklists, cheat sheets, Um, meal plans, you know, nutrition recipe books, uh, are all great. You know, they shaking the tree and getting some people to take action. And that's helpful for, you know, just moving the needle slightly to, to then them realizing, actually, this is good info.
[00:05:45] Uh, actually I do have an issue I need to overcome. Oh, hang on a minute. There's a, there's a, there's a follow up email here inviting me into a strategy call that they, uh, that the, that they've got to work one on one with me. So [00:06:00] that's the process that I generally take as a, as a fitness professional in this, in, in this outline that we're discussing.
[00:06:08] Here's a
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[00:06:39] Don't wonder act now book your free strategy call at strengthmatters. com forward slash website today. And people can create them simply. If you all have training plans. You just got to know the skills to be
[00:06:51] Josh Kennedy: my question, because obviously we've had, we've got a lot of content created over many, many years.
[00:06:56] If someone wants a fairly quick win, uh, [00:07:00] yeah, what, what can they obviously training plan pretty easy to, to create most trainers have got
[00:07:04] James Breese: training plans. Hey guys, very simply buy ours and model that concept. Like it sounds ridiculous. Like it sounds, 7. It sounds ridiculous, but like. You're like what we call a hacking our systems and you're hacking our model of doing it and it's it's ethically fine I'm okay with it If you look at that So if you get one of our books seven dollars and you look at the format you got what you tend to have is a front Cover you have an inside cover you have the bump about copyright and stuff like this You have an introduction then you have like the recommended equipment and then you have the training plan So you have that in place?
[00:07:37] That's it That is what that is what you do and you can create a plan if you get it in your head, right? You can create it in less than half a day And then what you need to do, then, is find a designer to start doing this here. Now, we're actually opening up our designers to the world within Strength Matters in the next couple of weeks anyway.
[00:07:53] So the idea is if you want a designer that's trusted and we know works well and provides great quality designs, well, speak to us. [00:08:00] We can maybe point you in the right direction. But the point is, that's all there is. And once you have that framework done once, it becomes cheaper. So initially, it's going to cost you about, with a good designer, From Upwork or some other places, some other freelance networks like that.
[00:08:14] It's going to cost you about 200 to begin with, if you get, if you choose right. There are more expensive ones, but about 200 is about right. So you are up front in cost, but for future ones, it's going to cost you less. So you can then start creating this model at the same time. Change a few colours, change a few words, Bob's your uncle, away you go.
[00:08:33] So it becomes then more like a 75 up front cost for design. So yes, you're up front, but long term, it's there with you forever and you can keep selling it. So that's what it that's what our cost for us this you're gonna have it. You've got
[00:08:44] Josh Kennedy: to have a little Up got a decent upsell a decent trip are as well though,
[00:08:48] James Breese: right?
[00:08:49] Yeah, you do but it takes time. Don't do it straight away So you want to have is like create one and go to thank you page to begin with that's fine But then when you build a second one The second one becomes a [00:09:00] tripwire and it can go for like an extra 14. And then the other one becomes, then you get two on the other, on the upsell page afterwards.
[00:09:05] So take time. Don't think you need to build five or six pieces of content at once. Build one, start from there and it becomes evergreen. And don't be afraid to repurpose this. Every six months because people forget about
[00:09:17] Josh Kennedy: it and don't and don't be worried if it doesn't sell initially either because we discovered this Didn't we James we created a nutrition book which he thought we put some we did put a hell of a lot of work into That book how many pages is it 200 or something 240?
[00:09:30] Yeah, and we thought people want this will sell like wildfire. Nope tumbleweed But it does work as an upsell. It does work very well as an upsell.
[00:09:40] James Breese: Exactly So it's there's so many different parts of that But again, it's it's just idea of like what I wanted people to get away from today's episode Is this is that you want to sell a low put off now, it could be a book.
[00:09:52] It could be an event It could be something but you need to change that relationship with people from a prospect To somebody who's a buyer because you [00:10:00] want an email list and customer database of buyers not prospects And you want to get people and transfer them as fast as you possibly can educate them Inform them, move the ladder here because they are the ones who can be most engaged and that's the important part for your business going forward.
[00:10:15] Josh Kennedy: There we go. Uh, take our content and uh, steal it. There you go. That's, that's the moral of the story today. That is it for today. Please don't forget to rate, review and subscribe. And if you want to find out what's holding you back from growing your fitness business, get yourself a free website audit by going to strengthmatters.
[00:10:31] com forward slash audit.