S5E77
· 21:01
Hey. It's Matt. Welcome to Money Lab. I'm walking around in my basement right now with my whiteboard, and I wanna brainstorm very quickly a mini offer that I just wanna run. I wanna run it to my email list.
Matt Giovanisci:So the offer is very simple. We have a pool care video course. That is our flagship product. It retails for $98, and we also have a pool care handbook, which is a physical 350 rough 350 page, full color book that I sell for $49. So total combined, it'd be, like, roughly, like, a $150 if we were to sell these as a package.
Matt Giovanisci:What I wanna do is the offer is buy our course, get our book for free. Got it. Okay. I'm just gonna run this to our email list. I am not gonna create a sales page because I don't think think we need to.
Matt Giovanisci:The sales page the sales letters will be the emails. And I want to look at so, basically, what will happen is I will essentially create what will be the future sales page via email, and then I will send that, you know, I will use that for the for the sales page. And then for now, I will see how well the offer works. And I'm gonna send people directly to a checkout page where they can just enter their credit card information and be done with it. K.
Matt Giovanisci:So, let's see. So, 1, I have to test to see if this works. So I'm gonna, get my pen. Oh, no. Where are my pens?
Matt Giovanisci:They are around here somewhere. Do I have one on my desk? No. There's one over here. Okay.
Matt Giovanisci:Cool. So the first thing I gotta do okay. Just gonna call this the free book offer, and I need to test to make sure it works to make sure it works. The reason I have to do that is because I use, what do you call it? I use Zapier, and I just wanna make sure that I know that the book will get sent, but I don't know if they'll be auto enrolled enrolled into the course via Podia.
Matt Giovanisci:So I have to figure out that part of it. So I just need to make a test sale before I actually run this. My thought is to do a 72 hour flash sale. So or, you know, I can't decide. I'm gonna call it a 3 day flash sale.
Matt Giovanisci:72 hours, I don't think people it it's one of those things, like, I just don't think people do math very well. So 72 hours sounds cool to me, but 72 hours feels like a lot of time. But 3 or 3 days feels like more time than 72 hours. I don't know. I I don't know the I don't know the answer to that.
Matt Giovanisci:That's interesting now that I say it. Psychologically, I don't know. So I'm just gonna write 72 33 day or 72 hour. Don't know. Alright.
Matt Giovanisci:So my thought is to do 3 emails in a row, but I'm probably not going to do that. I'm probably just gonna do 2 emails. The reason for that is I just don't think, you know, if it's a 3 day flash sale, I think you need the initial sale with a deadline funnel. Oh, there is. There's no deadline funnel because I'm doing it through email, so it's gonna be a coupon code, that will have a limited time on it.
Matt Giovanisci:And, yeah, the the other problem here is I know I know this happens a lot where a lot of people, like, they get the email like, they don't check their email frequently, so they get their email, like, 5 days later, and they're like, how come this doesn't work? I'm like, dude, this was sent 3 days ago. Are you fucking an idiot? And the answer is yes, unfortunately. People just don't have that relationship with email.
Matt Giovanisci:It's not idiot. It's just like it's just they don't have that language, that that Internet language. Okay. So what else before we dive in? So, yeah, I think it's gonna be 2 emails, and I think it's just a simple sales letter.
Matt Giovanisci:Right? I was I assume everybody on our list knows that we have this course or or at least knows it existed because they got on the list, then they they saw that offer once, but they've never seen this offer. That doesn't mean I'm gonna, you know, not talk about the actual course itself. It's just that I wanna keep the first email incredibly simple. And then the second email is basically just gonna be you have you you know, there's a limit there's only you only have one day left for the sale.
Matt Giovanisci:Alright? So my thought with this is to kinda dictate out what the sales letter is gonna look like and then turn and then take this transcript, then turn it into a sales letter. And I think I have to hook. I have to start with 1 big hook and just kinda focus in on that. So the hook that I've been using the most is been, like, you know, like, it's it's sort of like, you know, spend less time cleaning and, you know, save 100 on pool chemicals and spend less time cleaning, which I feel is, like, not very strong.
Matt Giovanisci:It's not a it's because it's too many variables. It's like, oh, save 100 of dollars on pool care and spend less time cleaning. That's, like, 2 different, you know, I think I have to be more emotional. So the one that came to mind recently was just like, stop wasting money on pool care. Right?
Matt Giovanisci:Or stop wasting money on your pool. Or something that lets maybe more because that because that feels urgent, and it's like, you know, like, don't let your pool get the best of you this year. Or, like, that doesn't feel as emotional. I know money saving stuff works. I know, like, right now, we are running a we are running a promotion or so we're running a Facebook ad that's like fire your pool.
Matt Giovanisci:I think that's the one that's working. Actually, I wanna go in there and look real fast. So I'm running 5 different Facebook ads. They're all based on, let's see. So I'm just gonna look at the month.
Matt Giovanisci:And what's getting us the lowest cost per lead. Yeah. Fire your pool guy. It's the it dude, it resonates. It resonates.
Matt Giovanisci:And I and I I certainly feel that way. I mean, here's the problem with that. I think I'm just gonna have to own it. So that would work on me if that would work on me for my pond. If there was a pond thing that's like, fire your pond company, you know, you can do it yourself.
Matt Giovanisci:It's so fucking easy, and and and you'll save tons of money in the process. And I think I kinda just feel like it that's so emotional, and it's such a the the the problem that I have with it is, for obvious reasons, it is creating an enemy. The enemy being the contractors that are out there, and a lot of people who are contractors follow me. And they get really upset when I use that kind of language. Because I am actively saying, like, don't use this pool company.
Matt Giovanisci:But what I'm really doing is, like, I'm using that as the emotional, like, hell yeah to do it yourself. And I just think that, I mean, it clearly works because that is our best performing ad. I can look at the copy of that ad and just see, like, what are we what are we saying in that ad. Actually, Yeah. Let's look at this.
Matt Giovanisci:Okay. Here's the, okay, here's the here's the the the literal copy for this ad. Okay. I'm gonna get a lot of pushback on this one, but this might be the year to fire your pool company. If you feel like the service is getting really expensive or you've been disappointed with the results, there are things that you can do to start taking care of the pool yourself.
Matt Giovanisci:And then we go through each piece. I just like, that's gonna work because that again, like, that's gonna work for me, with a pond, because I have a pond. I have a landscaper. And before that, I had a pond company. And both companies, I just feel like, are not doing a good job, and I can do a better job.
Matt Giovanisci:And that's sort of empowering, and I'm like, fuck yeah, dude. Let's let's, like, let this is the year I learned how to take care of my pool myself. You know? And even if you don't have a pool guy or you don't have a pool company and the pool company is a great one because a lot of people say fire your pool guy, and, obviously, that's very gender specific. And not everyone has a guy.
Matt Giovanisci:There's obviously women, but, also, like, that's just assuming it's one person. But the pool company implies 2 things. It implies, 1, the company that, if they have this, come out and actually take care of their pool, or 2, the retail store where they go and buy chemicals from. So both are kind of wrapped up in the idea of the pool company. I I mean, it clearly works, and I've been using I've been using Facebook ads as sort of a way to look at all of our like, I'm spending money against our hooks and just seeing which one leads to the most action.
Matt Giovanisci:Because I could look at our hooks just because they're all of these ads that I'm talking about are organic content that has done well, you know, on social media platforms, you know, 60 second reels or 60 second shorts. So I look at YouTube, Instagram, and I look at TikTok, and I see, okay, which ones have the most views, essentially? Okay. Let's run that as an ad and use it to get people to, you know, download our cheat sheet. So, clearly, that one's working, so I'm gonna run with that.
Matt Giovanisci:So I'm gonna create a very short email that's like, maybe this is the maybe, you know, like, it'll say, may this might be the year to fire your pool company. If you feel like the service is getting expensive or you've been disappointing with the results, here, you can start to take care of your pool with yourself, and I have something special to offer you. You know, it's like, hey. We have a pool care video course. The video course covers all of these things, and and I will give it and if you buy the video course today, I will give you a book for free.
Matt Giovanisci:So I think I should start with the hook, lead in with the offer. So say, like, that's why today, I'm offering our pool I'm I'm giving away a free book, a free or, you know, if you buy our pool care video course. And then I'll go into detail about what you get. So let me restart writing this down. So the idea is it's gonna be in this step.
Matt Giovanisci:You know, hook, fire your pool company. Offer. Start with free, free book with course, and then what you get. That's course details and book details. Offer I gotta write limited time.
Matt Giovanisci:And then I'll just finalize with offer again with urgency and add follow up email. Alright. I'm gonna make this short and sweet because I you know, this is something that doesn't you know, if this offer works really well, which it could, then I might end up turning it into a sales page and just using our existing sales page that we have and just trying this new offer and split testing it against our current offer, which is basically 50% off the just the course. Where with the new offer, it's you're you're paying you out of pocket are paying twice as much, but you're getting 3 times the value. So instead of it just being $49, which is low ticket, you're getting, you're paying a higher ticket with a with some urgency, but you're also getting a free physical thing in the mail, which is not what you get for the half price one.
Matt Giovanisci:So I would like to try that. And what I'll probably do is I'm gonna this is gonna be crazy, but I'm gonna when I send these emails, I'm gonna exclude course, book, and pool companies. Now how do I do that? So I have this trick, and it's kind of interesting. So in Klaviyo, what I do is I just you can exclude people to send this email to.
Matt Giovanisci:So instead of creating a segment of, like, non buyers, which you could do, I just send it to everybody, but then I exclude people who have bought the course. So I could just create a segment of course buyers, a segment of people who are book buyers, and then I have a segment of people who I think might be pool companies. The way that I do that is I simply look and see if the word pool or, you know, if the word pool exists in their email address, because most companies have, like, whatever their name is at whatever pool company. Now I could also put something like I could just go through a bunch of scenarios, like, okay. It could be like, I know pool companies, like, Anthony Sylvan is a pool company, but it's not a that would be tough because it's literally 2 people's names.
Matt Giovanisci:So that would exclude anybody name. I mean, Sylvan's kind of a very specific name. But yeah. Like and that and that way, the reason to exclude pool companies for obvious reasons is, like, I just don't wanna get emails back like, hey. This language you're using is is detrimental to our businesses.
Matt Giovanisci:And I'm like, yeah. But that's the thing I I keep saying about Zoom University is, like, Zoom University is not for pool companies. And the other day, I I keep getting these emails and they're and they're starting to piss me off, which is and and I I can't help it. But and and again, this is like we're talking about older non Internet people who just don't have this who don't don't speak this language. One guy emailed me and said, hey.
Matt Giovanisci:I've been handing out your cheat sheet to our customers. Is there a way I can get like, he wanted something else from me that he can hand out to my customers. And I'm like, hey. Listen. You can't just download something that is our intellectual property and hand it out to your customers as if it's yours.
Matt Giovanisci:And he's like, I am not implying that it's mine. I go, that doesn't matter. You own a company, and you are you are buying you are you are downloading something from us, and then you are giving it away. That is how we get money. That's how we make money is by giving this cheat sheet away.
Matt Giovanisci:And I I'm like, you know what? No one's ever actually asked me that. And he just didn't know, and he was very nice about it, of course. Because I just said, hey. You know, I just kinda educated him on it.
Matt Giovanisci:Like, hey. You know how you offer free in store testing? That's how you get people into your store because you offer something for free. That's how we get people into our ecosystem is through these free things. You're giving it away for us, and we're not getting the email.
Matt Giovanisci:So instead, could you just please send people to our website to download it themselves? And he was like, oh, I totally understand. I didn't realize blah blah blah. And I'm like, yeah. No one realizes this because they're they don't speak the Internet language.
Matt Giovanisci:So and, again, people just think they can just take whatever they want because it's the Internet. It's it's a free for all. But I'm sure way more people do it. They just don't tell me that they do it. So there's a couple of ways.
Matt Giovanisci:So, like, one, it's one of those things where I'm like, please stop taking my courses as a business because they're not for you. That's not who we're targeting. So they they they're the ones that come back to me with questions. Like, hey. Like, I you know, I'm I'm doing 10 pools this week, and I took your course, but, like, you didn't answer these questions.
Matt Giovanisci:And I'm like, I'm not here to help you. Not not not in a dickish way. It's just like, well, that was your fault. You took a course that you shouldn't have taken because it wasn't for you. And so once I start to put this language out there, it's gonna alienate them, and they're gonna hate me.
Matt Giovanisci:But I don't know. Maybe it's the move, so we will try it. Okay. Gonna keep this episode short. I got a podcast to do in about 15 minutes, But, yeah, I thought that was interesting to kinda go through.
Matt Giovanisci:Gonna try to do that today. Send up those 2 emails. I'm gonna do it Monday, Tuesday, and be done with it. Alright. That's it.
Matt Giovanisci:If you have any questions or if you, I don't know, have any ideas, shoot me an email, matt@moneylab.co. Bye.
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