The-J
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Here's a case study. One of my clients is a skincare company. Sells typical skincare to a typical clientele (older women). Yet we've been growing fast recently, on track for $85k this month. I've been with them since the beginning. We were struggling for a long time but we figured out several things.
The first thing we figured out, early on, was why women buy skincare. What is it they actually want? They want beauty, youth, and confidence, and they want others to see it too. And why do they keep trying new brands even though other skincare promises the same stuff? In this niche, everything works but nothing works forever, and nothing works for everyone.
Workshop question for you: why do men buy energy drinks? How brand loyal are they? Why do they switch brands? (This is simpler than you think)
We also figured out the right channel: where older women spend their time. That's Facebook. I know Facebook ads pretty well. I learned it at a job I had before. Thing is, you don't need a ton of experience to succeed on Facebook or on any channel for that matter. You just need to create winning content and get that to as many people as possible. The methods are many but the concepts are few.
Workshop question for you: where do men spend most of their time? Where do men always go? What advertising or marketing channel represents that? And what kind of content, visuals, or narratives "win" in those channels?
Then we had to figure out a niche, a product category that we could legitimately claim superiority in, to justify high prices (and maintain margins of ~90%) and keep them buying for a long period of time. It took us a long time to find one because we were resistant to it. We wanted to sell Niche A, but we ended up selling Niche B. After collecting data on product efficiency for Niche B, we are moving in the direction of altering our offer to make it even better at delivering the result for Niche B.
Workshop question for you: what is your energy drink absolutely best at? How much do men care about that? What kind of men care about it?
There is a lot missing from this case study. We're terrible at telling a compelling story that gets new people bought in. You'll need to be good at that. You talk about men raising strong children: that's an excellent starting point for a story that's the backbone of your brand.
We spend a lot on new customer acquisition, but our margins are fat and our returning customer rate is 40% so we justify it in the short term because people buy us over and over again. Your product HAS to be good enough that people buy it again. There's no getting around that.
Hope this helps.
The first thing we figured out, early on, was why women buy skincare. What is it they actually want? They want beauty, youth, and confidence, and they want others to see it too. And why do they keep trying new brands even though other skincare promises the same stuff? In this niche, everything works but nothing works forever, and nothing works for everyone.
Workshop question for you: why do men buy energy drinks? How brand loyal are they? Why do they switch brands? (This is simpler than you think)
We also figured out the right channel: where older women spend their time. That's Facebook. I know Facebook ads pretty well. I learned it at a job I had before. Thing is, you don't need a ton of experience to succeed on Facebook or on any channel for that matter. You just need to create winning content and get that to as many people as possible. The methods are many but the concepts are few.
Workshop question for you: where do men spend most of their time? Where do men always go? What advertising or marketing channel represents that? And what kind of content, visuals, or narratives "win" in those channels?
Then we had to figure out a niche, a product category that we could legitimately claim superiority in, to justify high prices (and maintain margins of ~90%) and keep them buying for a long period of time. It took us a long time to find one because we were resistant to it. We wanted to sell Niche A, but we ended up selling Niche B. After collecting data on product efficiency for Niche B, we are moving in the direction of altering our offer to make it even better at delivering the result for Niche B.
Workshop question for you: what is your energy drink absolutely best at? How much do men care about that? What kind of men care about it?
There is a lot missing from this case study. We're terrible at telling a compelling story that gets new people bought in. You'll need to be good at that. You talk about men raising strong children: that's an excellent starting point for a story that's the backbone of your brand.
We spend a lot on new customer acquisition, but our margins are fat and our returning customer rate is 40% so we justify it in the short term because people buy us over and over again. Your product HAS to be good enough that people buy it again. There's no getting around that.
Hope this helps.
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