Nate is the founder and owner of the website 8020marketingguy.com. He is a direct response copywriter and funnel strategist who helps entrepreneurs grow by building more effective sales funnels. He started out by selling an information product as a solopreneur, but once he began sharing his results, people hired him to build their funnels.
A Quick Preview of the Podcast:
- How to send launch emails without annoying prospects
- How to get prospects to engage with you during a launch week
- How to create an email sequence using prospects’ feedback
Tim: The launch. There are lots of time-tested, proven ways to launch a new product, business, course whatever. But oftentimes, we can fall into the trap of just doing what has always worked, and never experimenting with new ideas and testing for improvements.
Nate Smith had three simple ideas he wanted to try with his launch, and the results were really impressive. In fact, he tripled his revenue during launch week using these tactics and I like them because they’re dead simple.
I’m Tim Paige the senior conversion educator here in LeadPages. And this is ConversionCast.
So we had been talking over email a little bit about what you were going to share. You got some cool case studies and there was originally one you wanted to share. We did a switch up and I’m pretty excited about this new one. So can you just share the results you were able to get from this case study?
Nate: Yeah. So I’m lucky to be able to work with both clients and to have my own business and I remember originally we were talking about some sort of conversion measures I implemented in my funnel to help my info product convert well in an evergreen basis. But what was super interesting that I emailed you about just this morning was that I did a launch to my list the last week. Taking some of the lessons I’ve learned from working with clients recently and had a 3x greater result than the average of the last 3 or 4 launches I’ve done this year to the same list.
Tim: I love it, that’s awesome. All right. Well that’s what we’re going to talk about but before we get to that, I would love for people to have a sense of who you are and what you do so talk a little bit about that.
Nate: Yup, so my name’s Nate. I’m the founder and owner of the site called 8020marketingguy.com and I’m a direct response copywriter and funnel strategist who helps entrepreneurs to grow by building better sales funnels. And I got my start as a solopreneur selling an infoproduct and I had planned to do that pretty much forever until I started sharing my results and people started hiring me to help them build their funnels. So most recently, I worked with Taylor Pearson, the author of “The End Of Jobs” on the launch of his course. And it’s the sort of takeaways from that launch that we strategized together that I was able to deploy in my own most recent launch.
Tim: Nice, awesome, alright. So this recent launch that you did had some pretty interesting results. But what you did I think is pretty fascinating. Can you walk us through what you did that was different in this launch?
Nate: Yeah, absolutely. So I’ll start by saying, I think we’ve all read these case studies from entrepreneurs who did something and it succeeded. But no one’s totally sure exactly what this sort of most effective thing they did was.
Nate: I did these 3 things that worked so I felt like I was in a really lucky space to have kind of a control group. Because I’ve been doing launches about once every two months to the same list all season long, and I launched to the same list with the same product at the same price point in the same sales funnel but changed just 3 things that Taylor Pearson and I worked out and got a 3x greater result.
So the 3 things that I changed were number 1, I told people I was going to raise the price and I told them exactly by how much. And I told them when next time the course was opening was. And I don’t want to speculate too much but I think that, that works. Because you have scarcity in the funnel right? Like you’re only opening your product for so long or supplies are limited, but what’s to stop people from just thinking yeah, that’s okay, I’m kind of on the fence, I’ll catch you the next time around and this time I had a great response to that. Well next time the price is going to be higher. You have to make the decisions that’s right for you but the price is going up by this much just so you know.
So the second thing that I took from Taylor Pearson launch that he and I worked on together was this whole idea of what if we send twice as much email? And how do you send 2 emails a day during the launch week without it seeming obnoxious? And the answer that we came up with was to make it super personalized. So what I did was anytime someone opened an email and clicked through the sales page, if they didn’t buy within 30 minutes, they got a custom response from these saying, “Hey, Jason or hey Joe, I noticed you checked out the offer, here’s my phone number call me right now if you want to talk about this.
And I probably did 6 or 7 calls through the week and that was fascinating. I got to hear whether my pitch was working and to hear people’s objections. But I also got a bunch of responses for people that maybe weren’t willing to hop on the phone but they still had questions about the offer.
So the third thing that I did which is also what something that Taylor and I did, was to take the questions the people asked me in response to the call me email and make those the subjects of the future emails of the week. So instead of kind of having a standard boiler plate Frank Kurr and Jeff Walker sequence or you know Mondays the cart opened, Tuesday the servers then crashed. Wednesday here at case studies. It became much more interactive. Like Joe asked me this yesterday. Here’s a screen shot of the email I received with the date on it. Here’s my answer to Joe and here’s why that’s important to you. And I know it was working because those emails generated emails a lot of responses too. So in aggregate, those were the 3 things that I did.
Tim: And we were talking about this before, but what do you think attributed to this being so successful? I mean I know the things that you changed but why is that those things were so successful.
Nate: So we already talked about whether the price increase was successful but I feel like the reason why the call me email was successful is actually something people told me on the phone. Which is like wow, I thought that you had a huge audience and you were super inaccessible. Like the idea that I can just get on the phone with you is amazing.
And I was like, dude, I’m just sitting here in my living room and watching Last Chance New right now while drinking whisky. Like I’ll talk to you all night, it’s cool, don’t worry about it. So I feel like the advantage we have as small business owners as opposed to say Pepsi or Nike is that we can be an emblem. We can be interactive and we can do those things that don’t scale.
So just reminding my audience that I was there and I was accessible and also it’s not like I was trying to make a quick buck from them. Like I was willing to spend the time to listen to their situations and to let them know if I thought the product was fit and they know they can call me if they have an issue. So I feel like it probably let them know that I stood behind stood behind stuff. And in terms of the 3rd the iterative using people’s responses back into the email sequence, I feel like it gave it sort of a rock concert or a Tony Robbin’s seminar vibe.
You know this is getting a little bit in to speculation. I know that the 3 things together played a big role, it’s hard to tease out exactly which part played, which proportion. But if I had to say it, I would say like people would always would rather be part of a live event where they’re going through something with other people. And they know that someone is reading their responses and thinking about them and answering them in the other end. Even if they’re not the one that responded as opposed to kind of an evergreen funnel where it just reads more like a form letter.
I think thought that what you guys do at LeadPages and what a lot of us are trying to do in marketing is to take personalization. To take the good things about personalization and then deploy it at scale.
Nate: And I think that’s what really cuts through the attention fatigue you know?
Tim: Yeah, I think that’s great. That is definitely what really seems special to me about this is just the level of personalization that you were able to accomplish. And yes, some people are gonna say well look getting on the phone like that could be something that takes up a whole lot of time.
But it’s getting such a fantastic, positive result, then it’s worth a little bit of extra effort. And if you are a part of a bigger team as we have a lot of people listening to the show that are a part of a large marketing team, then this is something that it can be shared effort amongst the team. It can be something that you know somebody is specifically focused on. But that level of attention can really separate you from your competition and I find that fascinating.
So Nate thanks so much man. I really appreciate you sharing this with us. It was definitely an interesting case study.
Nate: Yeah thanks so much for having me on, always happy to share.